Sponsor (Nov 1948-June 1949)

had been on the market. The show was NBC's network package. Howdy Doody, which looked attractive to Pioneer because of its high rating and its low cost. Howdy Doody did wonders for Polaroid's sales, and boosted business in New York, wrhere Howdywas being scanned for Pioneer, as much as 40' i over the previous totals. Since Polaroid TV filters are not repeat-sale items. Pioneer felt that the audience potential would be prettv well used up after the first 13 weeks, and before the Howdy Doody cycle was completed ( it nad been thoroughly merchandised to dealers, with good results). Pioneer was already going after an entirely different audience with the Dennis James Wrestling Matches on New York's WABD. Pioneer felt that the high sales pace could be maintained by switching to a new approach, and results proved the validity of the thinking. After four shows with Dennis James. Pioneer's sales jumped 75% on the Polaroid TV filters in the New York area — reaching a new peak. It was about this time, too. that Pioneer began to see real results in the selective TV film-spot campaign running concurrently with the programing in New York. In mid-October, Pioneer used a film announcement on WBEN-TV, Buffalo, to introduce the filters in that area. Buffalo's National Television Company was identified as the retail outlet in the open-end tie-in. Sales began immediately, and a day or so later the retail dealer repeated the announcement at his own expense. As a result. National sold 75 filters at prices ranging from $10 to $20, and also sold ten TV lenses (of another make) to persons buying filters in the store. Polaroid filters are not being sold via TV programing, as sponsor goes to press. Pioneer's most recent show. Masters of Magic, recently finished a 13-week run on a five-station Eastern loop of the CBS-TV network (plus film-recorded versions in two more markets) that began in mid-February of this year. As usual, the reason for its being dropped was Pioneer's feeling that its ability to keep Polaroid TV filters in their present slot as the fastest-selling accessory in the TV field was beginning to diminish toward the end of the 13-week cycle. The TV emphasis of Pioneer has swung back again (for the summer months of 1919, at any rate I to selling by selective TVfilm announcements, with that cam paign broadened and the frequency stepped up. The $3,000 a week that Pioneer was spending I time and talent) for Masters of Magic is now supplementing the $2,000 previously spent in selective TV advertising. At this rate. Pioneer expects to spend around $250,000 in TV during 1010. representing about 90' I of the total Pioneer budget. The accessory-making firm figures on returning to TV network programing this fall, either with Masters of Magic (if it hasn't been sold again in the meantime) or something fairly close to it. By that time Pioneer figures that the whole audience picture will have changed so rapidlv. due to expected summertime sales of TV sets, that there will be a fresh audience to work on. Currently, besides the seleetive I \ film-. Pioneer is spending its ad dollars in coop newspaper advertising designed to backstop the TV films, and in promotional mailings, counter displays, and trade advertising. The growth of Pioneer sales via steady selective TV-film advertising, and by short-term TV programing, has created a good deal of interest in o o o Television Performing Rights The BMI license with television stations covers all performances both live and mechanical and whether by means of records, transcriptions, or film soundtrack. It provides for the performance of BMI-licensed compositions without special clearance headaches. The catalog of music licensed by BMI contains over one hundred thousand copyrighted titles ranging from folk music and be-bop to classical. BMI offers to television film producers all the information and help they need in obtaining the right to record music on films from individual copyright proprietors. BMI's television Service Department is headquarters for complete information on performing and other rights in the music of BMI, AMP, and the hundreds of publishers affiliated with BMI. For Music On TV Consult BMI Television Service Broadcast Music, Inc. 580 Fifth Avenue New York 19, N. Y. PL 7-1800 6 JUNE 1949 61