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TV COSTS:
(Continued from page 19)
there will be more than 100,000 television sets in homes in Metropolitan New York. This means an "available audience" of 600,000* in this area. When the event is important enough this figure jumps to enormous proportions. The World Series, according to a C. E. Hooper survey, was seen and heard by 3,962,336 people over television, which is more than six times the year-end TV "available audience" figure. One way to become "socially prominent" is to own a TV receiver. (Although such prominence, needless to say, brings more than its share of exexpense. "Friends you never knew you had become bosom companions," according to one set owner. "And the cost of hospitality runs high, if you're not careful.")
Duane Jones' clients expect to get, as previously noted, dollar-for-dollar results from their telecasts. It's questionable whether Babbitt will sell Bab-0, via TV, at the cent-and-a-half per can that sound broadcasting costs them. To do this, television would have to market 50,754 cans a month. This isn't entirely impossible, since Missus is to originate each
*Six viewers per receiver is an accepted average today
irS THE
MAKES A STATI
T
MONROE, LOUISIANA
HAS MORE LISTENERS
in Northeastern Louisiana
Thai^il Other Stations
tmbin
JllATtD ' AN BROADCASTING CO.
REftESEttTED Vtm^
telecast in a giant market and visual credits for all sponsors will be used on every airing. Nevertheless it is hardly likely at this stage of TV development that such sales results can yet be achieved. Missus Goes A'Shopping is a daytime program and the daytime audience, except for an event like the World Series, is only a small percentage of the total television homes. It is possible, however, that through Bab-O's point-of-sale promotion TV won't cost them much more than the radio which has brought them their success (sponsor, November 1946). Just using television won't be enough for any sponsor. That, all agencies using
the medium agree. Coupled with intelligent sales promotion, however, it has already produced results. Pabst Blue Ribbon Beer has sponsored a number of football games in the New York market, over WNBT. After the first program they reported that Pabst hit an all-time high in the sale of their brew in the taverns and clubs of Greater New York. Swift is finding an improved acceptance for its brand name in New York through its sponsorship of the Swijt Home Service Club which during November it extended from a one-station telecast to the NBC Television Network.
^Please turn to page 47)
MAKING
FRIENDS ON
THE FARM,
TOO
WSBT covers a true cross-section of America's industrial-agricultural population. With increased power, WSBT gives increased service to farmers as well as city folks. One example of this service is "Farm Report," the newest WSBT program. It is aimed directly at the rich farm market of Indiana and southern Michigan. WSBT makes friends everywhere it goes. Today, with increased power and increased service, it is making them fast— in the city and on the farm.
960 KILOCYCLES COLUMBIA NETWORK
50O0 WATTS
DECEMBER 1947
PAUL H. RAYMER CO., NATIONAL REPRESENTATIVE
39