Sponsor (Nov 1948-June 1949)

f / \ w He Helped Increase Senatorial Mail by 800% The assistant postmaster of the Senate judged it to be one of the biggest mail pulls in the history of the Senate post office. The House postmaster quoted no figures, but indicated thai onl) one <>r two occasions in the past 12 years produced more mail. A sampling of 28 Senators and 4 Representatives showed receipt of an estimated 124,000 pieces of correspondence. The subject: Taft-Hartley labor bill. The cause of the avalanche: Fulton Lewis, Jr. On just 2 broadcasts he requested his listeners to vote yes or no to 1() questions covering various phases of the labor hill controversy. Each Congressman was furnished with a printed key to the questions asked. The overwhelming response proves anew that the Lewis audience is large and articulate. Currently sponsored on more than 300 stations, the In I ton Lewis. Jr. program affords local advertisers network prestige at local time cost, with pro-rated talent cost. Since there are ovei 500 MBS stations, there maj be in opening in your city. If you want a ready-made audience for a client oi yourself, investigate now. Check your local Mutual outlet or the Co-operative Program Department, Mutual Broadcasting System, 1440 Broadway, NYC 18 (or Tribune Tower, Chicago, 11). pa t. lie was brought in to NAB at a time when the broadcast industry was under attack from liberals for over-commercialization. He headed up a broadcast industry which had had the "blue book" thrown at it. It is a man of Justin Miller's type that can and should head up the Federated association— while the individual associations can be headed b\ either busine-.~-association men. station-trained executives, or advertising men. A federated group of associations would answer the objections of some NAB members who claim that their money is being spent to further the interests of competitive forms of broad casting. AM money would be spent to develop AM. FM dues would go for FM activities. T\ assessments would go to further the development of the visual medium. Separate associations permit other media to divide the broadcast media — to confuse the issue. On the other hand one association will always become rife with internal politics. Most owners of T\ stations also have AM outlets. Most owners of FM stations have AM affiliations also. There is both the mutual it v of interests and the competition for the advertising dollar in all camps to make the way to a Federated operation clear. DAYTIME SERIALS [Continued Irani page 27) you keep well"), the lonely woman, bearing her sorrows, feels disgruntled at the intrusion of this phonv I to her | cheeriness. and thus becomes more and more unsold, rather than sold, on the product advertised. "Life is swell when you keep well" but not for Portia or the listener. One waj of harmonizing this clash of feeling, according to the psychologist, is l>\ making the commercial repeal the emotional pattern of the plot situation that precedes it. A woman in the frame of mind just delineated is looking for sympathy and admiring pity. To capitalize on these emotions, the commercial might be developed on some such themes as these: I Mot he i works \i u hard to pro vide tastv meals for her family. Bran Hakes, however, lighten her task because thev can be served instantly. This approach ties in with her sense of self-sacrifice. 38 SPONSOR