Sponsor (Nov 1948-June 1949)

Record Details:

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• is it a logical advertising A iimmHiiiii for I In* near fill lire? WFIL (Philadelphia) demonstrates facsimile on a multiplex basis (sound and printed page) Facsimile means two things to the advertiser: It means a newspaper carrying his advertisment delivered right into the home, in many editions, many times a day. It means a way of delivering, via multiplexing, a sound broadcast implemented by advertising or descriptive copy. The facsimile newspaper is a specialized publication designed to meet the needs of various segments of the home audience during the course of a day. Scaled down to the size of a sheet of typewriter paper, one-quarter of the size of a regular newspaper, the fourcolumn facsimile newspaper is reproduced in multiple editions at the rate of four pages every 15 minutes. It will be slanted to meet the specific requirements of the members of the family — father, mother, brother, and sister — in their various roles and diverse interests. For instance, the father can be appealed to by the advertiser in his role of provider, sportsman, hobbyist, gardener; mother as cook, clubwoman, shopper, dressmaker; brother as Boy Scout, athlete, student, movie-goer; sister as fashion expert, record collector, reader. Their roles and interests will cross many times, but a basic interest is appealed to in each edition. A typical facsimile publishing schedule catering to this special interest f;u tor could start with an early morning edition of general news. This edition could act as a "teaser" for those interested in reading fuller accounts in the sponsoring newspaper's street edition. It could be followed by a short school-children's edition, about the time the children are preparing to l<;i\r for school. Weather news and SPONSOR