Sponsor (Nov 1948-June 1949)

though a talcum, shaving stick, and liquid antiseptic were later added to the line, they account for only a small fraction of Cuticura sales. The first national newspaper advertising for Cuticura broke in 1880. the same year New York's City Fathers tried out electric lights on Broad\\a\. The company's basic advertising themes haven't changed in seventy years: what the individual with skin blemishes stands to lose because of his affliction; what he stands to gain when they disappear — after use of Cuticura. The Potter directors were well aware at that turning point in 1030 that advertising practically alone had sold Potter products to the consumer. The company has always sold exclusively through jobbers and wholesalers. ( With the exception of chain stores to which they sell directly.) Analysing the problems connected with selling medicated skin preparations, Atherton concluded in 1939 that, despite the company's strong position, the time had come to give their advertising a vigorous shot in the arm. He proposed a national campaign of one-minute transcribed announcements. Potter was spending at thai tune roughly $350,000 a year in daily newspapers, farm papers, ami magazines. Newspapers got about two-thirds of the allocation. Magazines, including women's service and professional magazines designed to reach doctors and nurses, got about $35,000, farm papers slightly less than $2,000. It's never been possible to colled accurate data on the users of medicated skin products because of the reluctance of many users to discuss the subject. In city after city where consumer surveys have been taken, a medicated soap never shows up in a list of even as many as a dozen soap brands. In one rare instance Cuticura found itself at the bottom of a list, with 1% of the sample. Retailers know that the figure was a substantial underestimate. Advertising copy on medicated skin preparations for years had tended to stress the unsightly aspect of skin conditions the product is designed to remedy. One natural reaction to this approach was a feeling among many users that the medication ingredients must be rather potent to make good the claims for the preparation. A fre BOOMERANG! I'm sorry I ever heard of KXOK. My life is miserable. You see, I bragged to the boss about our program's low-cost-per-Hooper point on KXOK, like you suggested, and he just grinned like a Cheshire and said: "That proves what you can do when you really try. Now go into all our markets and get as good a buy as you did on KXOK." You and I know that's tough to do . . . but how can I convince the Boss? On-The-Spot Dear On-The-Spot: Your Boss situation is going to be much worse. Wait till he finds out KXOK's high Hooper position during March, 1949. When KXOK's rates are balanced with its share of audience, the combination is terrific. You and I know the base hourly rate on Station "A" is 57% higher than KXOK's, and Station "B" has a base rate 32% higher . . . yet they delivered only 15% and 2.4% more audience during March. Better not mention KXOK's powerful signal at 630 on the dial, reaches 115 counties in six states, daytime, in midAmerica. KXOK, St. Louis Basic ABC 630 on the dial 5,000 Watts A "John Blair" station Portrait of a home in SCARSDALE It wasn't easy to leave this home, and it won't be easy for you to leave it after you've seen it. This is the home that Arthur Hull Hayes left when he moved from New York to head CBS in San Francisco. It's a home of many beauties, center hall colonial with open staircase to the third floor. On the first floor is a sun room, dining room, butler's pantry, breakfast room, and kitchen. Of course there's the front and rear hall as well as powder room. The second floor includes one master bedroom with bath, two more bedrooms and another bath. The third floor contains two bedrooms and one bath. All five bedrooms are large enough to comfortably accommodate twin beds. And the surroundings are something to behold. It's a corner lot, beautifully landscaped, with a driveway bordered by fruit trees. A hemlock hedge encloses the back yard which is large enough to contain a tennis court. As for Scarsdale, if you don't know it just inquire among New York's advertising fraternity. Its schools are nationwide famous. It's only 34 to 40 minutes by New York Central to Grand Central Station. Phone Mrs. Hayes at Scarsdale 3-5122 or Write SPONSOR, Box 17 23 MAY 1949 59