Sponsor (Nov 1947-Oct 1948)

I f wyiiD PEORIAREA . . . IVI f /l ^1 Si HooPins W IN EVERY CASE, Jt^^^ WMBD gives CBS ad ^^'^ ^ vertisers a bonus Hooper over the national ratings. Superior local programming plus affiliation with Peoria's favorite network show results such as these (from Hooper Peoria 111. Fall-Winter Report— Oct.. 1947 thru Feb., 1948): Program Peoria Hooper Lux Radio Theatre 34.1 Arthur Godfrey* 31.2 My Friend Irma 30.7 Mr. and Mrs. North 29.1 Big Town 26.1 Fannie Brice 26.0 Inner Sanctum. 25.6 Screen Guild 2d. 3 FBI in Peace and War. . .24.0 Blondie 22.5 Crime Photographer 20.1 ♦Monday Evening Show Remember WMBD has a larger share of the Peoria audience than all other Peoria stations combined! See Hooper Peoria 111. Fall-Winter Report. Oct., 1947 thru Feb., 1948. PEORIA CIS Affiliat* • 5000 Watti | Frtc A Pattrt, Inc., Nal'l. Rap*. also a selfish motive in this. The station representative is paid his commission on business placed by national advertisers, not by retailers. When the national advertisei is billed directly for his share of the time there can be no question about the rep's commission. When, as frC' qucinl> happens with dealer advertising allowances, the retailer pays the entire invoice and rebills the manufacturer, it's difficult to ascertain just what the national advertiser is paying unless the local advertiser is willing to release the information, which he generally isn't. The advertising manager for one great electrical manufacturer has established a set of rules to govern all his advertising allowances. 1. If possible record all radio programs with the national advertising on the transcription. The open time is to be used by the retailer. 2. If budgets do not permit special transcribing, record national commercials to be used with the open-end transcriptions. 3. Request stations to submit certified copies of the logs, or at least attested "proof of performance" forms, with every invoice. 4. Have home office field men make listening checks whenever they visit any sections of the country where dealer cooperative programs are being broadcast. 5. Remind dealers constantly that an advertising allowance is what the name implies, not an extra discount. 6. Give as much attention to copy and production on dealer cooperative advertising of all kinds as on national campaigns. 7. Coordinate dealer cooperative advertising with all national advertising, so that each one supplements the other. 8. Help the dealer spend his advertising allowance effectiveU . Don't pressure him into doing it the home office way. 9. Remember at all times-the home office doesn't know ever\ thing. Estimates place advertising allowances I during the 1948-1949 season as exceeding $80,000,000, not including money spent b\ the national advertiser to print, record, and place advertising material. The money spent for the latter is included in the over-all budget and it's not possible in most cases to segregate these items. About $30,000,000 will be spent on the air. Dealer cooperative advertising programs are an effective way to bring the whcre-to-buy-it information home to consumers. Broadcasting is an effective medium in these campaigns. It's harder to control but more directly effective than most other media. ♦ * « MIO KBIW ANY WAY YOU LOOK AT IT . . . KNOXVILLE'S BEST BET is Represented by Donald Cooke, Inc. WDEL WGAL WKBO WRAW WORK WEST Establiihed 1922 WILMINGTON, DEL. Eitabliihed 1922 LANCASTER, PA. Eilablished 1922 HARRISBURG, PA. Established 1922 READING, PA. Established 1932 YORK, PA. Esfablished 1936 EASTON, PA. ROBERT MEEKER ASSOCIATES Chicogo San Francisco New York los Angeles 106 SPONSOR