Sponsor (July-Dec 1949)

fan Sec°«d • Highest Percentage increase in Hooper Ratings* Lowest cost per thousand Radio Homes Serving 90% of the market at 50% of regional rates. * Only Savannah station to show an increase in all rated time periods. (Hooper Station Audience Index -Fall 1948) Ask any Adam J. Young office for all details. cast advertising outlets. Because many of them haven't BMB coverage reports as set. and because the BMB reports that many do have do not accurately reflect their impact, a timebuyer must personally know each independent or else buy mongrels along with pedigreed stock. The reason why BMB reports frequently do not reflect the real impact of the non-network stations is because many of these independents do not have star names to capture the imagination of their listeners. They just day-in and day-out program music, news, and sports that the listeners want. It's the Bennys. Hopes, and Charlie McCarthys who plant themselves in the memories of their fans. These name programs help to implant the call letters of the stations over which they are heard in the minds of listeners. They build good BMBs. It's more difficult for a non-network station to achieve this recognition. Even if an independent is among the top-rated stations, it's apt to have a far greater audience that its index indicates. For years it has been admitted that the independent stations with baseball, basketball, football, and hockey gathered audiences. Emphasis was usually on the baseball broadcasting and naturally on the fact that this meant only top daytime audiences. That's changed now. Baseball is just as much a nighttime event as it is a daytime. Transcriptions and the baseball audience for the night games is many times what it is for the daytime innings. Football hasn't become as much a night game as baseball. \et Friday nights in many sections of the country during the football seasons see great listening audiences tuned to the Friday night college games. Professional football is switching a little bit at a time to the "under lights" routine, and it too will contribute to the audiences of non-network stations. Its possible for the webs to carry Saturday afternoon football games because the networks generally haven't been too successful in selling Saturday p.m. time. Friday night, on the other hand, has been a good network commercial time. There isn't any one of the seven nights a week on which a network could afford to broadcast a football game. Then it must also be considered that the "big" games are for the most part games with local or regional appeal. There are very few games, even Bowl games, that appeal to the entire nation. Thus they build great audiences for non-network stations because these independents broadcast home team games. Buying broadcast advertising time is the toughest media assignment at any agency. It's the hard-fighting, bigaudience-delivering non-network stations that have made it so difficult. (TV hasn't helped either. I * + * Bettor names, better prices, better use of library services, mark Fall 1949 ABC AFFILIATE Winner 1948 George Foster Peabody Award for Outstanding Public Service by a local station. Despite the fact that radio is being unreasonably and inaccurately sold short in the face of the growing television onslaught, the transcription field is heading into what appears unquestionably to be its biggest year. One strong factor that will make the 1949-50 season a banner year for e.t.'s is the considerably improved quality of syndicated transcriptions. Up to this year there was very little available among recorded programs that was really new. The trend was toward proved vehicles which in many cases had been available for years. That picture is changing n«w. New quality shows are being made available by top e.t. firms like Frederic W. Ziv. Harry S. Goodman Productions. and the Bruce Eells-administered Broadcasters Program Syndicate. Ziv's expansion is best exemplified by the new and successful Meet the Menjous Mr.-and-Mrs. program I screen actor Adolphe Menjou and his wife. \ erree Teasdale l . Goodmans Rendezvous uith David Ross and Jim Ameche, Story-teller are both brand-new productions of network caliber. Broadcasters Program Syndicate, formed last year, offers its 150 station members programs such as Pat O'Brien From Hollywood and Frontier Town, plus 73 other program series. Another major move in the e.t. field is the entrance of Metro GoldwynMaver Badio Attractions with eight new top-talent transcribed programs 73 SPONSOR