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WFBL
SYRACUSE, N.Y.
in the
Central New York RURAL MARKET
• WFBL is the only radio station to maintain an agricultural studio at the Central New York Regional Market where instantaneous market prices, both local and national, are gathered and broadcast direct to rural audience.
• WFBL co-operates completely with the Department of Agriculture of Cornell University . . . every important agricultural bulletin is given top preference during the program.
• The WFBL RFD Show, 5 to 7 a. m., Monday through Saturday, is produced by the best qualified radio farm director in Central New York ... a real farmer who knows and understands his audience. His sparkling wit, musical selections and all-around entertainment produce a loyal group of listeners . . . listeners with the great purchasing power of a rich farm market . . . listeners that buy the products advertised on WFBL RFD.
WFBL
BASIC CBS
IN SYRACUSE . . . THE NO. 1 STATION WITH THE TOP SHARE OF AUDIENCE MORNING, AFTERNOON OR EVENING
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most cases the item is introduced as part of the plot about a week, seldom more than two weeks, ahead of the actual offer to listeners. The item, almost always something for the heroine, is usually a gift that is responsible for solving some romantic tangle.
The latest offer on Backstage Wife was developed around heroine Mary Noble, who presented her most treasured possession, a beautiful locket, to a young high-school boy to be used as a gift-token of peace after a quarrel with his l"'-t girl. An offer of a "charm bracelet" on another serial —for 25 cents and one box-top — produced returns from 300,000 listeners w ithin ten days.
According to the agency "s calculations, plus previous experience, this meant $75,000 for the self-liquidating offer; 150.000 box-tops from old customers; 150.000 sales to new customers. This is an indication of the importance of emotional associations in getting action from customers. In 1935. when this advertiser first went into daytime radio, he claimed seventh place in the industry for his product. He now claims first place with a sales increase of 1.100' , .
But a "popular"' serial at one time spot mav not deliver even approximately the same number of ears at a slightly different hour on the same network. A serial in a mid-afternoon slot on NBC had a Hooper of 3.2. preceded by a serial rating 3.5. When the serial was moved hack a half-hour the rating immediately jumped to 0.0. The preceding program rated 6.4.
The time slot of the serial that moved back a half-hour was taken b\ the serial it had displaced. In the later period the serial's rating instantly .hopped from 6.4 to 2.4. The number of potential customers an\ commercial can reach, then, is influenced not only |.\ psychological factors, program availability (coverage and signal qualit\ l. etc.. but also b) the time spot in which is involved also the problem of
competing programs.
Studies b\ A. C. Nielsen -bow certain factors that bear upon the characteristics of people who are exposed Id -oap-opera commercials, lor example, sharpK differing storylines and characterizations of certain serials with approximately equal availability show as much as live point-" difference in groups classified In income, education, and place of residence. The more children in a Family, the better a serial i Please turn to page 47 1
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