Sponsor (Nov 1948-June 1949)

Now Add ROCHESTER, N. Y. to your TV list And please note that Television's first appearance in this populous, prosperous Western New York market is credited to the same company that pioneered radio here, twenty-seven years ago. • Channel: number 6 • Power: 16.7 k.w. visual, 8.6 k.w. aural • Antenna: 497 ft. above average terrain • Service area: coincides with Rochester, N. Y., retail trading area • Telecasting begins June 11th, 1949 with both local & network programs WHAM-TV ROCHESTER RADIO CITY "The Stromberg -Carlson Station" BASIC N.B.C. AFFILIATE Geo. P. Hollingbery Co.NATL REP. POLAROID I ( ontimied from pti^e 57 I was finally solved l>\ a rather unique job of packaging. Polaroid TV filters are made of a sheet of Polaroid film, a sort of plastic sandwich with a layer ol polarizing material in the center that acts like a Venetian Mind in cutting down glare l>\ '"polarizing" light passing through it. It can be cut and trimmed easil) with a pair of scissors. With this in mind, the package designers suggested making onlj five sizes "I filters l according to basic tube size) and putting them up in onl\ two sizes of boxes. To get around the problem of 60 different TV-set models, a heavy paper folder was designed to hold the filter, and on the folder was printed a multiple "template" pattern of screen frames for various types of sets. All the customer had to do was to detei mine the correct size for his particular set, cut his filter out like a dress pattern, and stick it on his set with little adhesive disks. A cover for the box, Miggestinjj ihe product in use. showed clearly to what purpose the contents would he put. With the product packaged for eas) dealer acceptance, Pioneer was read) to spring it on the public. On 7 March 1948, the first TV advertising for Polaroid filters went on the air on two New York stations. WCBS-TV and WABD. The Polaroid TV filter storj was told via straight-selling, one-minute TV film spots. New York's R. H. Macy & Company, to which Pioneer had given a first-week "exclusive,' on the filters, ran large Sunday ads in The New York Times which hacked up the visual films with more art and copy plugging the filters. The Pioneer TV films, which could be handled as open-end announcements during the lasl ten seconds, plugged \lae\"s as the place to buj the new product. The store was literally mobbed with customers for the Polaroid filters and sold more than 1,000 of lliem I at an average price of $10 each for ten-inch screens i during the first few days. With this as a working base, Pioneer began to expand the distribution foi the filters, \houi !!()' , of the company's output i> sold to jobbers and the remainder to dealers, hut the dealers ha<l to be convinced thai stocking up on Polaroid filters was a good business-getter, hade ads i noted the new producl to dealers, and Pioneei contacted some of the larger ones in New ^ oik (l)avega. Ihnamic, etc.) Baltimore Television means WMAR-TV \s Maryland's pioneer television station, WMAR-TV consistently covers an area from Washington, D. C. to Wilmington, Delaware, and from Pennsylvania to the Potomac River. WMAR-TV is the television station of the Sunpapers of Baltimore. It is on Channel Two, and carries the programs of the CBS network to televiewers in the entire Chesapeake basin area.. WMAR-TV's coverage of political campaigns, sports and special events — civic, patriotic, and cultural — is unequaled in this rich, productive area. Represented by THE KATZ AGENCY INCORPORATED ATLANTA ■ CHICAGO • DALLAS DETROIT ■ KANSAS CITY ■ LOS ANGELES NEW YORK ■ SAN FRANCISCO 58 SPONSOR