Sponsor (Nov 1948-June 1949)

"EG w'*h your subscription to SPONSOR . . . 83 TV Results The only round-up of its kind. IJlJ TV results that in the past 11 months stood head and shoulders above hundreds researched. QiJ TV results in more than 40 separate industry categories. QiJ TV results you can readily adapt to your own advertising plans . . . immediately. A price has not been set on this booklet. It has been designed as a premium for your subscription to SPONSOR * ... $8 a year for 26 Every-Other-Monday issues. * If you already subscribe you can get your copy of "83 TV RESULTS" by extending your subscription at this time. SPONSOR 40 West 52 Street New York 19, N. Y. Send "83 TV RESULTS" to me as a gift for subscribing to SPONSOR now . . . only $8 a year for 26 Every-Other-Monday issues. 1 Remittance enclosed | Bill me later company . state, NAPKIN SELLING (Continued from }>age 38) where they had to make every pennj count. Hudson dropped the Aunt Man -how. and put the money into building the new plant. This despite the fact that the show had done well with premium^ the average cost-per-retum being about 21 K. Hudson, however, was in for a surprise. The first week after Aunt \lm\ was discontinued, some 2.000 letters were received, asking what had happened to the series. Later on, when the 1946 sales figures were in, the net sales were over $7,700,000 and the net income was up to $465,000. The show had done its job. even if Hudson hadn't realized it. Hudson made plans to go back to broadcast advertising as soon as the budget permitted. When Hudson reached that point in mid-1947, they concentrated their radio efforts in New York with a telej >h ( > ne quiz show on WOR. The show was well-known among grocers, and had a higher rating than Aunt Mary. Its merchandising was high and this was the primal \ reason why Hudson bought it. At the end of the 13-week cycle. Hudson ran the usual Duanc Jours premium promotion. The costper-return shocked Hudson. It was 60c\ Hudson cancelled the telephone quiz, and did some analyzing. Hudson's next New York show was the Kate Smith noontime show on WOR. a high-cost feminineappeal show that seemed to have great promise. The other radio efforts outside the New York market were resumed, using newscasts or announcements in Baltimore, Washington. Philadelphia, and Boston. These campaigns pulled well, although the main advertising markel was still New York. kali Smith did a good job for Hudson, but the cost-per-retum (due to kale Smith's high talent feel was high on premium offers. The new Morula plant added greatly to Hudson's ability to meel the increasing consumer demand for the product. Hudson's overall nel sales, w ith the napkin a< i ing as i come-on for the rest of the consumer line and the industrial sales jumping again with rising postwar production, nearly doubled in L947, and ran about $14,000,000. Thai figure came near to doubling again in L948 (when Kah Smith was selling for Hudson) and hi! an all-time high of 824,745,000 in nel sales, and STUiO.OOO in nel in< ..me. By March, 1949, Hudson's radio effort had been expanded until it included announcement schedules in four major New England markets, programand announcements in New York, and newscasts in Washington. Baltimore, and Philadelphia. An earlymorning show featuring Lero) Millei is be in;.: -jionsored in Philadelphia. Hudson decided to drop the hul< Smith show on WOR, and use the radio money elsewhere in New York. The result today is a blend in New York of both these newscast and announcement operations, sharing time with Peter Paul on a thrice-weeklj basis (TuThSat) using WNBC's earl) morning Charles F. McCarthy news show,WOR's Rambling With Gambling morning show, plus a moderate participation and announcement schedule and an additional newscast (Henry Gladstone! on \\ OH. Hudson has found that broadcast advertising i doing the job that was needed. Hudson paper napkins toda) are the fastest-selling on the market, and the Hudson sale curve is steadil) climbing. While the industry-average sales for similar products is current!) in a slum)). Hudson is up. Radio. Hudson feels, has done the job too in creating a demand for paper napkins generally and the market for them is widening ever) day. Already oversold in New York. Hudson is making gradual expansion plans, and is introducing the (taper napkins in Cleveland. Buffalo. Cincinnatti, Toledo. Today, about ::i!', of the $400,000 Hudson advertising budget goes into broadcast advertising. The remaining 2(1' < is in newspaper advertising designed as a supplement to the radio selling, or as a booster for the premium campaigns. \\ hen Hudson opens up a new niai ket. the) use, as ( ".1.1 Seal < .la— \\ as doe-, a heav) initial newspaper campaign to condition the dealers and jobbers in the area on the product, and to gain \ isual recognition for the package with consumers. But, after 13 week oi so of building identification for the product, the emphasis is changed to the 80' I -20' radio formula backed b) newspapei advertising. Hud-. .n intend to billow this radio pattern of mass-audient e programing, following ii up with premium campaigns, until the da) as man) people Use paper napkins in theii home a now use paper facial tissues. * * + 44 SPONSOR