Sponsor (July-Dec 1949)

starting about 1 September. All with a Hollywood slant, and utilizing MGM's stars and properties, these shows will be offered to stations at a lower cost than any other programs of comparable quality, according to MGM Radio Attractions. More and more transcribed shows are now available for a greater number of weeks and a greater number of times a week. Advertisers thus have the opportunity to make their sponsorship of these programs mean much more over a 52-week period than they could over 13 weeks. Pricing e.t. shows in keeping with station costs is still another factor in the increased importance of syndicated transcriptions in agency and advertiser plans. The disk-jockey fad of a year ago has simmered down considerably. The 1949-50 e.t. outlook shows nothing like the 1948 scramble of name bandleaders such as Tommy Dorsey and Duke Ellington to do transcribed programs. This significantly points up the fact that disk-jockey shows are primarilv a local-station operation. There's no doubt that the coming season will be a transcription year. That's because more quality and care are going into their production, and prices are being kept commensurate with station time costs. There is still a major problem that faces a sponsor or an agency that desires to find the ideal vehicle for a specific product in a specific market. There's no central transcription clearing house to which the advertiser or his agency can turn to obtain audition disks of the available programs of the type best suited to his product or his market. Even when the advertising radio director finds a program which he feels fills the sponsor's need he often as not finds that it's not free in the very markets he must cover. The Fall Facts transcription directory covers five full pages, yet sponsor makes no pretense that it's complete. Even if it were, there is no indication that it's available in the markets that a specific advertiser desires, or that it's the ideal show for the product involved. Yet the directory is the most complete of its kind. Every program listed is actually on disk. Every series indexed is complete and ready to go to work for an advertiser. There are no "if" programs among the many hundreds reported. It's time for a transcription clearing house. * * * (eve frtthStuff That Makes SALES! p p WIOD's e nergy is directed up and down the Florida East Coast - the most heavily populated section of Florida. This is your market! Check the backgroun and the history of WIOD. Learn why WIOD is the top station in Southeast Florida.. .by every count! For a complete and detailed analysis of the radio situation in Miami. ..call our Rep. George P. Hollingbery Co. James M. LeGate, General Manager 5,000 WATTS • 610 KC • NBC WMT couldn't locate an account exec in Agency (IOWA) . . . but there are plenty of big time buyers there. They buy what they need — and have enough to buy what they want, because necessities and luxuries are amply provided for in their high per capita income. Agency, plus a thousand other communities, add up to WMTland, one of the nation's most prosperous markets, well-balanced with farm and industry income, well-covered with Iowa's best frequency — 600 kc. Though far from Fifth Avenue, the 1,121,782 people within WMT's 2.5 mv line are worth the attention of agency men interested in expanding markets. Get full details from the Katz man about Eastern Iowa's exclusive CBS outlet. t >*sX>K*v. "**wVe»C ^*>cv*^v«^ ■»^pa» >m3\.>^a WMT CEDAR RAPIDS 5000 Watts 600 KC. Day & Night BASIC COLUMBIA NETWORK 18 JULY 1949 79