Sponsor (Nov 1947-Oct 1948)

over-all ciation of Broadcasters) Convention in May has interested a number of broadcasters but thus far no one has invested enough money to get the enterprise really functioning. The same thing is true of a number of other "new" ideas, such as the device that tours neighborhoods in a truck and records listening with an electronic apparatus. Commercial impact was reported during 1947-48 for the second time in an Alfred Politz study underwritten by Edward Petry, station representative. Schwerin is also making tests of the impact of commercials for a number of advertisers. National and regional advertisers are becoming conscious of the fact that research studies of advertisingappeals on the air can be translated in terms of sales. In the category of pretesting is the latest TV research device, Videotown. Newell-Emmctt advertising agency has selected a town representative of many of New York's suburbs andjs using it as a TV guinea pig. Every effort is being made to keep this test area from becoming self-conscious, a la Magic Town, of its test-tube status. Last year Gallup announced that he had plans to set up such a test town to uncover radio program and broadcast marketing facts. Research indicating what a radiocast or telecast is doing saleswise will be developed during the next 12 months. Nielsen has the staff and everything necessary to report the sales temperature of every product on the air. It's a big job to do consistently but a number of advertising research authorities are going to ask Nielsen to lay less emphasis on audience research and more on sales effectiveness. While the new development research continues, diary studies are still being conducted to make certain that no drastic change is taking place in the radio home. The WRC (Washington, D. C.) individual diary, the first of its kind ever recorded, proved a number of things which family diaries hadn't previously indicated. Variations of diaries are planned to reveal even more about what makes a man or woman walk to his radio, turn on the switch, dial and listen. Bob Salk (Audience Surveys), Hooper, Benson & Benson (Princeton, N. J.), and a number of other researchers are doing continuing diary analyses. There are a number of firms, such as Conlon (Kansas City), making coincidental telephone surveys for stations. The new rating service which was supposed to compete with Hooper, Nielsen, and even BMB is still being talked about, but it's only in the lip stage. * * * WITHOUT WASHING MACHINES, TOO! Other stations and networks are giving away a fortune in prizes to attract listeners, so you'll have to pardon us for pointing to KQV's "Request Matinee," on Monday through Saturday afternoons against rugged competition like Pirate baseball broadcasts. During the first 25 days, 700 telegrams were received from listeners. That virtually amounts to paying for the privilege of listening to us— proof once again that KQV's terrific daytime audience is an advertiser's dream! It knows what it wants, and is willing to pay for it! PITTSBURGH'S AGGRESSIVE RADIO STATION Basic Mutual Network • Natl. Reps. WEED & CO. Live Talent Builds Lively Sales ON HOOSIERLAND'S FASTEST GROWING STATION ■ Your Central Indiana advertising dollar is more productive on WIBC, because WIBC's programming is built around the largest "live talent" staff of any Indianapolis station . . . and is specially styled for Hoosier listening tastes. Whether it's sports, music, drama, news or a variety of other features, the programs and talent best suited to yovu particular selling needs will be found on WIBC — the favorite radio station for outstanding local and Mutual programs in this great Hoosieriand area. JOHN BLAIR AND COMPANY NATIONAL REPRESENTATIVES 1070 BASIC MUTUAL 5,000 Watts Now 50,000 Soon THE INDIANAPOLIS NEWS STATION JULY 1948 131