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A s h o w in a n building an extravaganza wants to attract as many people as he can. He trios to attract them with the most famous names and the greatest array of Mr. Swan I talent he can af
ford. Isn't running a radio station sti show business? Isn't it true that the only thing a station has to sell to anyone— local, selective, or network — is an audience?
And it's just as true that the most famous names, the greatest array of talent that a station can shout about to increase its audience, are on the programs fed by its network.
Not too long ago, during the lush years, some affiliates were content to sit back and count the take. Promote network shows? Give them free spots? Somebody was crazy, that was the sponsor's job ... or the network's job. Those days are gone forever. Competition work up those affiliates with a hot-seat that burned holes in their pockets. Today, from a station's own standpoint, it can't afford not to promote programs.
Publicity and promotion on a national scale are admittedly the responsibility of the sponsor. working through his advertising agency. In his program budget the sponsor should allow for the services of a good independent publicit) firm. They augment and spur the efforts of the agency and network personnel right down to suggestions for local-station promotion.
But when those suggestions and leads reach the individual city, local promotion becomes the responsibility of the local station. The best tool that the station has at its disposal to promote a network program is usually announcements on sustaining time.
This is not free advertising. The sponsor's name and product are not ordinarily mentioned. It is, however, the cheapest, most effective way for a radio station to build audiences and increase its own value to advertisers. Local sales and national selective campaigns naturally target on stations that deliver better-than-average ratings for network programs.
Robert Giles Swan Radio Director Joseph Katz Company Baltimore. Md.
WITH AN AUDIENCE-WINNING
FALL SPORTS CALENDAR
Once again WCFL starts off the autumn sports season with a handsomely packed calendar of top events ! Notre Dame football games are back again. The full schedule of the Chicago Cardinals 1949 grid campaign will be carried exclusively over WCFL. Joe Boland, former Notre Dame football coach, will do the play-by-play for both. Horse races from leading Chicago tracks will also be featured.
This unsurpassed line up means a ready-made audience for sponsors of "hot" spots before and after these sure-fire sports shows at bargain rates. Communicate with WCFL or its representatives, The Boiling Company, for remaining availabilities.
WCFL
50,000 watts • 1000 on the dial
The Voice of Labor
666 Lake Shore Drive, Chicago, III.
Represented by the Boiling Company, Inc.
An ABC Affiliate
26 SEPTEMBER 1949
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