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TS.. .SPONSOR REPORTS. .
..SPONSOR REPORT
6 June 1949
Ammoniated
dentifrices
hit mouth
washes
Drug and Soap selective ads up
Eells adds 800
hours of e.t.'s
for stations
Dad's commercial dressed up
ABC loss due to TV
$800 sells $6,000 in books
Zenith pushes FM
Five new TV larkets in June
Ammoniated toothpowders are wrinkling brows of every mouth-wash manufacturer, with result that brand new approach to advertising is being forced upon industry. New products, which are making great inroads on standard dentifrices, carry information to effect that no mouthwash should be used following their use.
-SRDrugs and soaps are increasing their use of selective broadcast advertising. April index for former was 127% of average month last year, and drugs 161%.
-SRBruce Eells, who is making major contribution to programing on local-station basis, added 800 hours of transcribed programs to libraries of stations subscribing to Broadcast Program Syndicate by purchasing that number of complete programs from Radio Producers of Hollywood this month. He's producing new material as well.
-SRBeat of Dad's Old Fashioned Root Beer has new rhythmic setting. New jingle announcements have calypso singer, singing group, organ, jungle drum, and guitar to emphasize conga rhythm of famous commercial.
-SRAlthough ABC's gross sales were up 6% for first quarter of 1949, its estimated loss for period was $64,000, against net income for same period in 1948 of $502,000. Operating losses in TV made difference .
-SRBook publishers seldom reveal facts of broadcast advertising sales, but Doubleday's house-organ, "Double-Life," reports $800 spent on John B. Kennedy produced $6,000 in sales of "The Business Encyclopedia."
-SRZenith Radio will spend over $300,000 to sell its new low-price FM receiver. Zenith is only big radio manufacturer going all-out for FM. Commander MacDonald continues to be industry's stormy petrel.
-SRTV installations will pass 1,750,000 during June, with five more markets receiving their first TV programs during bride month. Over 19,000 sets are installed in these markets before their TV days.
SPONSOR, Volu ::. No 11. 0 June 1949 Published biweekly bj SPONSOR Publications, Inc., S2nd and Elm, Baltimore l. Md. Advertislni Circulation Offices
4ii \V. 52 St., N. V. 19, N.Y. (8 a j i-ar in l S -11 elsewhere. Entered a> second class mattei 29 Januarj 1949 at Baltimore, Md. posl office urn March 1879.
6 JUNE 1949