We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
ol transcriptions was equal to and often better than that of local and even network programs. \lthough the preju-ull remained in the minds of man) advertising men. a few progress ive agencies and advertisers decided thai the advantages of using serial dramas would no longer be denied them simply because the\ were local advertisers. Shows such as Linda's First Love and Judy & Jane proved what could he done. Almost immediately transcribed serial dramas were offered to agencies and advertisers b) syndicates. However, most of these
programs were over-priced and Lnadequatel) financed, and the agencies,
realizing that continuity and long life were prerequisites, refused to sponsoi
the programs without the assurance that 201) in ~>20 episodes wen available.
\ few, of course, were sponsored and |no\rd to he just as successful as the network serials. But the succe> of serials and their increasing use on the networks produced a new problem for the local or regional ad\ertiser — "network preemption. "" The local advertiser no sooner got himself set in a
g I time spot than he was forced to
move to another spot which disrupted his continuity — a fundamental of successful serial drama usage.
The foregoing are, it seems to me, the chief hurdles that have deterred many local and regional advertisers from use of this type program. Only a few agencies and selective advertisers have the experience and determination necessary to overcome these handicaps and thus obtain the advantages accruing to the large network advertisers. Kathryn M. Hardig The Ralph //. Jones Comfxiny Columbus, Ohio
fr
%
Urn
•k
t ( ,
m
/>ii
mi w>
.
You don't have to break through a shell of sales resistance when you use WIBW to sell the Kansas farm audience. When you used WIBW, you're already on the inside!
Because we've been a farm station for 25 years, we have the loyalty and confidence of these bigbuying farm families. You'll understand why WIBW advertisers get more sales, faster distribution and greater profits when you let us sell your product . . .
from .
• the .
' .INSIDE
w
w
SERVING AND SELLING
"THE MAGIC CIRCLE"
WIBW TOPEKA, KANSAS • WIBW-FM
Rep: CAPPER PUBLICATIONS, Inc. ■ BEN LUDY, Gen. Mgr. • WIBW • KCKN • KCKN-FM
Many retailers spend nearly 10(1' , of their appropriations to move about 5% of items carried in stock, at alledgedly reduced prices. The consumer acceptance on these items has. in main instances, already been I /'lease turn to page 40)
m
The listener _L was absent minded. He forgot to put an address on the postcard. But on the back he had written: "Dear Will: Please send me the flower bulbs you have been advertising." That's all he wrote, but it was enough.
The postoff ice sent the card right to "The Old Corral" in care of KOYL — right where it belonged. That's just one example of the acceptance of KDYL in the rich Utah market.
KDYL-TV, now in its second year, does the same sort of smart selling job m television, too.
National Representative John Blair & Co
36
SPONSOR