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40 West 52nd
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6)
CARICATURES
Sonic time ago your company distributed a series of cartoons, suitable for framing, entitled. Account Executive, Sponsor. Time Buyer, etc. My jiood friend Bill Ware — -manager of radio station KSWI — thought you might be willing to send or sell a set of these cartoons to an interested advertising agency.
With this in mind. I am writing to inquire as to the present availability of these referenced cartoons, and to ask you to either send me a set, or quote me the price of purchase. I). II. Filbert President Stuart I' otter Council Bluffs. Ioiki
0 SPONSOR'S set of Jaro Hess caricatures is available with a new or renewal subscription.
"LAMENT" SERIES
Would you please send us the titles of your radio Lament articles which have been run to date, together with the dates and issues of sponsor in which they were published.
Mary Bowers
WWL
Minneapolis. Minn.
• There have been numerous requests for the Lament series which ran in 1 1 consecutive issues from June, 1948, thru 28 February, 1949. We'd like to know whether our readers would like these combined and reprinted in a single booklet.
WORRIED RE BAB
1 am just as happ\ as you are that BAB has been officially constituted, and that the proponents of sales promotion have finally won their point. But I am a little worried, and I think you should be also, over the possibility that, having won the fight for recognition, we may be tempted to rest on our laurels, and may fail to consolidate our gains.
Isn't that what happened to BMB? Didn't it lose its original momentum because its proponents didn't fight hard enough for it? Wasn't it misunderstood and misapplied because those who knew its value failed to explain it properK ?
Let's not do that to BAB. Let's define sales promotion. Let s describe {Please turn to page 36)
YOU MIGHT LAND A 12' 8 BLACK MARLIN*
BUT...
YOU WON'T
NET MUCH
IN WESTERN MICHIGAN
WITHOUT WKZO-WJEF!
If you want to catch any substantial radio audience in Western Michigan, you've got to use stations within the area. . . . The reason: Our half of the State is blocked off from surrounding areas by a peculiar, impenetrable "wall of fading"" that distorts the signals of even the most powerful "outside"" stations. Consequently, Western Michigan people depend almost entirely on their own nearby stations.
Within the Western Michigan area, advertisers have one sure-fire combination: WKZO, Kalamazoo and WJEF. Grand Rapids. BMB audience figures prove it for our rural areas — and in Kalamazoo and Grand Rapids themselves, WKZO-WJEF deliver 41.5% more listeners for 20% less cost than the next-best two-station combination!
Write to us, or ask Avery-Knodel, Inc.. for Hoopers, BMB figures, and all the other evidence of WKZO-WJEF's superiority in the rich Western Michigan market.
'T* In l'J2i> Laurie Mitchell tint one tltix long, weighing 976 pounds in Ha\i of Islands. Seie Zealand.
jfat
in KALAMAZOO
id GREATER WESTERN MICHIGAN
(CIS)
WJEF
ffat in GRAND RAPIDS
AND KENT COUNTY
BOTH OWNED AND OPERATED BY FETZER BROADCAST! MG COMPANY
Avery-Knodel, Inc., Exclusive National Representatives
'^
6 JUNE 1949
19