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FOSTER & DAVIES, INC. • '''^"s department
KEITH BUILDING • CLEVELAND, OHIO
Kay 7, 1%8
RESULTS OF SECOND ANNUAL WJW TRADE PAPER EFFECTIVENESS SURVEY
Tabulation and analysis of fehe second annual postcard survey made to gauge the effectiveness of WJW trade paper advertising and its "Indian Chief" trademark is now complete. Response to the 8500 postcards mailed to radio-minded advertisers and agencies during January have only now stopped coming in. Here are some of the more important findings:
1. One out of every four cards was returned (2,067 or 2^%). last year an identical mailing pulled 19^ response.
2. Two out of every five respondents recalled seeing the "Indian Chief" advertised (8-i9 or Al%) . last year's response was 30^.
3.
^.
Nearly three out of every five respondents knew that the "Indian Chief" advertised WJW (^83 or 57^). last year's identifiers also totaled 57%, but this represented only 282 responses.
Two publications, BROADCASTING and SPONSOR, accounted for two out of three mentions in response to the query, "In what publications do you see him (the "Indian Chief"), Eleven other magazines split the remaining mentions.
BROADCASTING was first, as it was in 19^.7, and like all other publications except one produced approximately the same percentage of mentions as last year.
6.
7.
SPONSOR was the one exception, over 19ii.7.*
It showed a 300% gain
SPONSOR and BROADCASTING are "onetwo" on the WJW advertising schedule, and consequently were expected to show well. But the remarkable jvunp in SPONSOR mentions (SPONSOR was little more than a year old when this survey was made) exceeds expectations.
This survey, like all mail surveys, has limitations. Except in a general sense, it cannot be regarded as an adequate yardstick of the advertising merits of all the trade publications since WJW did not use them all or in the same i^ay. Further, it was a "recall" survey, with the limitations inherent on all recall studies.
But it points out: 1. That WJW trade paper advertising has, in a relatively short time, become well known. 2. That the WJW "Indian Chief" is an American advertising institution today. 3. That consistent identifying advertising in logical trade papers is impressing "WJW" on the minds of advertisers and agency executives of every category (presidents, advertising managers, account executives,, and time-buyers). . .and doing it in a way that is helping the WJW sales department make sales.
As one respondent wrote, "Good trademark. ..good recognition value,"
'SPONSOR was tccend in 1947 and 194S