Sponsor (Nov 1947-Oct 1948)

NORTH CAROLINA IS THE SOUTH'S NORTH CAROLINA'S Sammm RALEIGH, N. C 50,000 NBC WATTS 680 Kc. AFFILIATE National Representative FREE & PETERS, Inc. SHARE THE COST {Continued Jrom page 42) their local dealer cxjperative programs but also their national spot advertising. It's not unusual (or a station in New York, Boston, Chic;if,'o, or San Francisco, Los Angeles, or Philadelphia, for instance, to receive a phone call or letter asking why spot announcement or spot transcription number six was used when number nine was scheduled. It is also not unusual for a local bij» city dealer to have a call from the local district manager of an advertiser asking why the scheduled national advertising copy wasn't employed on the program for which the manufacturer was sharing the cost. Checking services report what actually goes on the air. If errors happen frequently in big cities where the stations have staffs which are equipped to handle details, they are even more likely to happen at smaller stations u here most of the staffs double in brass. This is a major headache for national ad\ertising managers. It's one that causes constant friction between the advertising and sales departments. The president of one firm which spends hundreds of thousands of dollars in dealer cooperative advertising of all types, from billboards to broadcasting, backs his sales department most of the time. His reasoning is simple. I "Certainly," he says, "we have to watch and check our dealers and how they use their advertising allowances. That's part of our responsibility as manufacturers. But the fact that we have to keep a tight rein on dealer cooperative advertising is no reason to throw it out. Results in advertsing always require the most careful of controls. ' For years prior to the war, when advertising allowances were given in practically every field, many advertising managers felt that in over 60*^ j of the cases where they were nominally paying part of the air bill for a retailer they were actually paying the ful! amount that the station received. Differences between local and national rates accounted for this in some cases. Willingness to give the local dealer a "break" accounted for a number of others. I In comparatively few cases was there collusion between station and dealer to cheat the manufacturer. Station representatives have done a great deal to eliminate the manufacturer's getting the short end of the stick for his dealer cooperative ad\ crtising dollar. Organizations like Katr liave campaigned to have the manufacturer hilled for his share at the national rate direct and the dealer for his share of tlie time costs at the local rate. There's FIRST FIRST FIRST FIRST FIRST FIRST FIRST FIRST FIRST FIRST FIRST FIRST rlRST station in the FIRSTcity in the FIRST state with the FIRST network (basic ABC) IohJ FIRST i^u/A \xo Morch I, 1948 MIAVA Leads by as much at 4.8 "VnW po,n,, of a 22.9 total. Local businessmen back this local station (soon 5000 watts) because they know the important Capital District market has the habit of Ieavin3 the dial tuned to Albany s Pioneer Station. GOVERNOR DONGAN BROADCASTING CORP. HOTEL WELLINGTON ALBANY, N. Y. Gallon il Represenlalk'es LORENZEN a THOMPSON, Inc. THE KEY TO Qutfut/t ^/li/mescth MINNESOTA'S IMPlitAARKll • ^50.000 INTHR.NATIO.NAL visiiors • 34,000 METROPOLITAN residents • 8''. 200 RLTIAL consumers in ihe primary co\er.i>:c area. EVERYONE |fD#^^ MinnN<^ork DIALS TO ImUkW^ N. W. Network Souihtrn Minnesota's Oldest Radio Station IN ROCHISTER, MINNESOTA, 104 SPONSOR 1