Sponsor (Nov 1948-June 1949)

ance of TV accessories have combined to form a growing business. Hut no firm has gone as far and as fast in the field of TV-accessorj selling as the Pioneer Scientific Corporation, makers of "Polaroid" Television Filters. Like Topsy, the Pioneer firm "'just growed." It is pretty much a war-bab) firm, having been chartered in New York ju>t two week after the da) the Japanese struck at Pearl Harbor in 1941. Howard \\ . Seiter and George R. I Human, alumni of an oflice-suppK jobbing firm known as Markay Products, activated the firm in March ol 1942 as a licensee of the then-five-yearold Polaroid Corporation to manufacture or assemble various Polaroid optical gadgets, most of them for inililar\ use. When the war ended, Pioneer Scientific turned to the manufacture 01 a>-embl\ of various peacetime products that called for the application of the principles of "light polarizing" developed b) Polaroid as early a 1932. Pioneer became a sales organization, too, handling Polaroid sunglasses for export. Polaroid kits for science (lasses. Polaroid laboratory and photographic supplies, and a com 100K We've made 1 minute film ipott for luch companiel at Beidi Can Carey Sail Fitch Shampo > Flonheim Shoes Dr.ft Whealiet Pillibury Flour Beloved Diomondi Motorola Speed Queen Washen International Marveiter John Deere Phillips 66 Nutreno Feedi Quaker Oatt Co. For y*ors we've been making 1-Minute Film Commercials for National Advertisers to screen in theatres . . . This know-how is now available to you for your TV fSm Commercials. We combine creative artistry (both script and camera) with the sort of safes substance that impells action. We've found out much about how to compensate for the TV limitations so that your films telecast brilliantly. May we screen some of these films for you . . . with no obligation on your part. Reid H. Ray Film Industries 2249 Ford Parkway St Paul, Minn. 208 So. LoSolle Si. Chicago, Illinois bination sun-hat-and-sun-visor known as a "Pola Cap. Annual sales ran about $500,000 a year. In late l')17. Pioneer began work on a new product, one destined to become the firm's sales leader. The cornpan) was well aware, in the latter part of L947. that television was making its bid as the newest entertainment medium. \\ ith nothing to lose, Pioneer began a research project to see what. if any, applications could be found for Polaroid equipment in TV. They discovered rather quickl) that one of the drawbacks to owning a TV set was the fact that several hours of constant \ iew ing left some \ iewers with the same kind of mild eyestrain obtained from gazing into a fluorescent lightfi xture for any considerable length of time. The TV direct-view tube had a high glare factor. Polaroid was a means of glare control. Thus, reasoned Pioneer, if you put a piece of Polaroid film over the business end of a TV tube, stray light and glare would be great!) reduced. The) tried it: it worked. Pioneer had a new product "POLAROID PARADISE" PART TWO WILL APPEAR IN 6 JUNE ISSUE THE BROADCAST AUDIENCE (Continued from page 26) at night during March foil >w up in the ow ing manner: Town Nf\v York Share of Audi, nci Radio TV 76.5 28.6 \ rating for T\ viewing is included in Hooper semi-monthl) Program Hooperatings. In 25 out of the .'5(> cities used in the I loopei ating there was one or more T\ stations during March I since most of the figures used in this broadcast-audience report cover March. March figures are being used throughout to keep the data comparable.) Eighty-nine percent of all sets installed were located in these 23 cities (NBC Television Data Chart). The comparative use of radio and I \ sets at the lime when the visual medium gi\es the aural medium its greatest competition should be illuminating, figures from Program Hooperatings week of 1-7 March arc used. R iting 54 Day Time Radio TV Sunday Mondaj Tuesdaj Wedm daj Thursday Frldaj sr.ui-'.i p.m. 8:80-9 p.m. s-'.i p.m. s::ui-'.i p.m. 9:30-10 i>.m. v:m-'.' p.m, 89.8 if.'..'.' 34.1 :;i .8 4.6 if. 7 4.0 8.S 5.2 8.9 * The perio 1 during whic i T\ gi l> it> ti -i audience. SPONSOR