Sponsor (Nov 1948-June 1949)

I can see no reason why legitimate mail order should be restricted to the printed media. Certainly it belongs on the air where and when it is profitable. Barron Howard Business Manager WRVA, Richmond. Va. Everything points rl to the fact that in the switch *k from radio to television, radio is being threatened with losing its advertising revenue faster than its audience. Successful mailorder campaigns are a day-to-day testimonial of the continued effectiveness of radio as an advertising medium, and a continual reminder to those advertisers who cannot check their day-today response that they too will be wise to stick with radio. In the long run the established mailorder operator and the station management have the same objectives. He finds that delivering full value and giving prompt delivery are equally important. The mail-order operator finds that censoring his own copy gives him a better-quality order and more repeat sales. He finds that sticking with the station and rotating offers gives him a steady volume of products, as well as giving the radio station steady billing. It is important for the station operator to see that any listener who makes any purchase as a result of advertising over that station is satisfied. It is essential to the very existence of the mail-order advertiser that he so satisfies each purchaser that he has the maximum chance of follow-up sales. Radio stations should watch carefully for fly-by-night and irresponsible operators of all products and services using their facilities. Because starting in the mail-order field requires little capital or overhead, there are fly-bynight operators who do not give full value to the customer. The radio station, by basing its acceptance of all products and services on the same principles, will automatically eliminate acceptance of such fly-by-night mailorder products and services. Cecil C. Hoge Partner Huber Hoge & Sons, N. Y. it's easy. IF YOU KNOW HOW! I f you think a slip-of-the-hand can be tough for a "human fly," you ought to see what a slip-of-the-accent can do for a salesman in the deep South ! In the 23 years that we've been broadcasting to our fourstate Southern area, we've built up an incomparable radio Know-How for our Southern audience. We know what our listeners want — know ivhen they want it — know how they want it presented. We know the similarities and difference between our rural and city audiences; better still, we know how to program to both. In fact, we've learned just about all there is to know about top-notch broadcasting in this section of the South — and the result is a degree of listener acceptance that can't be matched in this area. That sounds boastful, yes — but we'd certainly appreciate a chance to prove it to you. KWKH Texas SHREVEPORTf LOUISIANA 50,000 Watts CBS Arkansas M* • • • ississippi The Branham Company. R ttives Henry Clay, General M.mager 25 APRIL 1949 43