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REPORTS.. .SPONSOR RE PORTS. .. SPONSOR R
MacGregor disks
start with
folk music
6,000,000 TV sets in 1951
10 states
produce 65%
of U.S. products
NAB guarantees
BMB second
survey
Fitch goes selective?
IN THIS ISSUE
C. P. MacGregor, who recently entered consumer record business, is going heavy on folk music. His first album is designed for square dancing. Second features actor Preston Foster and guitar with traditional folk tunes. They're getting big disk-jockey play.
-SRRMA president Max F. Balcom, in his annual report to members, stated there would be 6,000 TV sets in operation by 1951. This compares to estimated 40,550,000 radio homes by that time, and radio sets in use of over 65,000,000.
-SR
Ten ranking states produced 65% of U.S. manufacturing value in 1947, according to Census Department survey. New York was first, with Wisconsin tenth. California is fastest growing state, practically doubling its production in 10 years.
-SRAll uncertainty regarding publication of second Broadcast Measurement Report ended 1 June. Ken Baker, BMB president, on that date received assurance from National Association of Broadcasters that it would guarantee issuance of report. As of 1 June, 404 stations, 2 national and 2 regional networks had signed waivers which obligate them to pay dues until end of second survey contract, June 1950.
-SRPurchase of Fitch hair-tonic company by Grove Laboratories is expected to bring Fitch organization to intensive use of selective radio advertising, medium employed for years by Grove for 4-Way Cold Tablets and other products. Fitch used network radio for years.
capsuled highlights
The national rating picture is confused page 21 with too many figures, too many services, too many formulas. Advertisers don't begin to use l0°/o of what's available.
Corn cobs and radio produce a successful page 24 new midwest product. The American saga of SEZ is told in a typical SPONSOR fashion.
Commercials and soap operas have an page 26 affinity. There are practically no daytime serials on the sustaining air. The daytime dramatic strip is 100% commercial.
The NAB and the future is reported in a page 28 special study made by SPONSOR. Why a federated rather than a one-association operation is essential is diagramatically presented for advertisers and agencies to study.
TV results are once again presented in capsule case history form. They add to SPONSOR'S "99 TV Results" collection.
Puerto Rico, U.S.'s Caribbean outpost is taken apart in a study of why the island is important to "free enterprise."
IN FUTURE ISSUES
page
48
page 32
Newspaper strikes and what they mean to broadcast advertising. A report on the recent D.C. fracas
Qualitative research and what it means to Electric Auto-Lite's "Suspense"
How to reach all segments of the buying audience ... a case history
Beauty and TV. How to collect upon it.
20 June
20 June 20 June
20 June
SPONSOR