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THE LONE RANGER...
The Lone Ranger, star attraction of American Bakeries, now rides WCON Air! To Coca-Cola, too, in their own home town WCON is the best buy. Coca-Cola now presents the featured Major League baseball game every Saturday afternoon. The Atlantic Company of Atlanta, one of the South's largest Breweries, has also joined the parade of top notch firms who now depend on WCON for increased sales. The Atlantic Company presents Lockwood Doty with the news Monday
through Saturday at
6:30 P.M.
Yes sir! You don't need a rabbit's foot to get sales volume in Atlanta, but you do need WCON I
ABC
IN ATLANTA it's WCON
p.S
(See "Oil and the Opera," SPONSOR, January 1948 page 41.) What thinking lies behind Texaco television? Will they telecast the opera?
W hc-n it comes to television, most oil companies prefer a show that can produce tangible sales results. That applies to Texaco as well. Although the Metropolitan Opera broadcasts for Texas have proved themselves from both a prestige and a sales standpoint, Texaco's initial venture into video is not on an institutional basis. Like Atlantic Oil with its sportscasts. Gulf with its You Are An Artist, and Esso with its telecast news, Texaco seeks a visual formula that will have the widest possible appeal. Texaco and its agency, Kudner, believe they have this formula in The Texaco Star Theater, an hour-long telecast variet>' show, aired 8-9 p.m. Tuesday on eight NBC video stations.
This does not close the gate on future telecasting of the Metropolitan Opera. The stumbling block there is chiefly a matter of performers and union TV scales. Until such time as these details can be worked out, the opera will be heard only in radio under Texaco sponsorship. The variety show affords Texaco a chance to use the visual medium without waiting.
This was one of the main reasons why Kudner landed the video slice of the Texas Company billings. It had been producing the radio version of the Texaco Star Theater. As a result of combined TV and radio billing, Kudner, rather than Buchanan, is now the leading agency in Texas Company advertising.
Although this is Texaco's first major TV operation, the varietycomed)' program is not new to the oil firm. Many of their most successful shows have been of this type. Ed Wynn as the "Fire Chief" sold countless gallons of Texaco from 1932 to 1935 on NBC. Jimmy Durante, Eddie Cantor, and Fred Allen at various times have done a job for Texaco. All of them got their start in vaudeville, and successfully transferred the trick of pleasing live audiences at the Palace to the microphone.
No weary weeks of travel separate Alaska from the world today. The NEW Alaska is only a few brief hours away from Seattle, Chicago, New York. Hundreds of persons land and debark daily at huge airports at Anchorage and Fairbanks. Goods and military supplies pour in by sec and highway . . . are distributed by train, by truck, by plane . . . combining to make the NEW Alaska America's -, -jC '^*'j*
fastest growing rriorket for your products
5000 WATTS
550 KC
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Sold seporolely
VOICES of the NEW ALASKA
or in combination q\ 20% discouni
GILBERT A WELLINGTON Not! Adv Mgr.
1014 Amvricen ftwOdif^ • S*atf*« 4 WMhw^*"
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