Sponsor (July-Dec 1949)

New developments on SPONSOR stories p.s See: "The forgotten 15,000,000" Part 1:10 October 1949, p. 24 Part 2:24 October 1949, p. 30 Issue Subject'! Reaching the Negro market In selling to the Negro market radio station WWRL Woodside, New York has found that its programs must include more than the jive gibberish of a double-talking disk jockey spinning the weirdest records waxed by Negro artists. It requires no special type of programing. When the station used the .amous Symphony Sid, ma«ter of the glib-word, to conduit its hour-long Afternoon Swing Session the average weekly mail pull was 700-1,000 letters. When the program was rebuilt to give it greater allaround appeal, Sid was replaced by affable, articulate Phil Gordon. In a short lime the average wee.dy mail pull soared to 3,000-4,000 letters, the new program was reaching a larger segment of the more than 1,000,000 Negroes in Knickerbocker Town and national advertisers became interested. Two bought time: Quaker Oats Company and hiver Brand Rice Mills. Inc., I Carolina Rice). The show was expanded one hour and is now heard from 3:30-5:30 p.m. In New York City, AM s^alion WLIB is making a I. id to lap the fertile Negro market with a three-hour-long morning program: house Thai Jack Bull, 7-10 a.m., Monday-Sunday. The show, handled by veieran radio performer Hal Jackson, is one oi the most diversified ever produced for this market. During the program Jackson will comment on sports, read newscasts, tell human interest stories, interview celebrities, play records; all slanted to reflect Negro life. If successful, it will dis pel the misconception that Negro people are merely interested in jazz records and senseless palaver, and set the criterion for future programing. p.s. jee . "Spon-.ors demand TV ingenuity" fsSUei May 1948, p. 134 Subject: Tteatre television Radio Corporation of America has recently completed a system of theatre television which will be an important new advertising medium for sponsors. For advertisers whose best sales results can be secured by directing their campaigns at certain segments of the public, theatre TV offers an almost guaranteed selection of various types of audiences. During week-day afternoons the nation's theatres are populated by relaxing housewives. On weekend afternoons, movie houses are swamped by squealing kids. During all of the evenings of the week, advertisers can reach audiences largely composed of working men and women. The new RCA system is divided into two basic and distinct sections: Instantaneous Projection System where the picture is projected directly on the screen; and the Kinescope-Photography System which is a method of recording TV shows. RCA is currently taking orders for this equipment and will cost an estimated $25,000. To service th~ theatres that purchase any of the two sections, the National Broadcasting Company will arrange to transmit three types of program material: specially built shows requested bv theatre owners; special events which are carried by NBC but not usually sponsored, such as the Presidential inauguration; and sponsored programs which can be cleared lor theatre video. §?y Prairie *Stars t «^atin slippers and plunging necklines— ten gallon hats and cowboy boots. College grad at the debutante Ball— ranch hand and the village belle. Whatever our choice, whatever ou:' fate, we're more alike than we think. That's why right now, today, America's musicwestern hill country music— is as popular in big New York as on the prairie where it was born. That's why Prairie Stars, presented nitely on WOV by Rosalie Allen, holds one of the most loyal buying audiences in all radio. For fast action selling— for product loyalty— for a highly responsive audience (64% of whom are women) get the facts on who is listening. Ask to see WOV's newly completed Prairie Stars Audience Audit. It's proof that on WOV RESULTS IS THE BUY WORD. Prairie Stars a WOV feature production is one of 5 AUDITED AUDIENCES. NEW YORK Ralph N. Weil, Gen. Mgr. t Originators of Audited * Audiences 5 DECEMBER 1949 11