Sponsor (July-Dec 1949)

advertised to with adequate return per dollar spent." WGN does not broadcast P.I. advertising during regular broadcast hours, believing it "not only bad for radio generally, but also for advertising as a whole." Nevertheless, he points out, broadcasters have been generally unsuccessful in selling straight card rate advertising, regardless of how low the rate, for the hours between midnight and 6:00 a.m. Between the time WGN started its late-hour broadcasts and about the middle of November it built up, according to Kaye, a record-breaking mail order response. This was in spite of a late mail season in which many experienced m.o. stations were off, some as high as 40%. The new concept in radio m.o. business is to regard the listener-purchaser as a prospect for many future purchases. This demands a certain technique of operation that can't be slighted without severe penalties to advertiser and station alike. To call this concept "new" doesn't mean that stations like WLW, WLS, WNAX and many others haven't known and practiced it. As a concept demanding certain rules in product clearance and selling it has just begun to be important to the average station accepting m.o. business. It has been the custom (in some cases still is) for a sponsor to offer shoddy merchandise, goods in no sense a bargain. The notion was to make one sale each to as many listeners as possible and move on, without regarding the purchaser as a future customer. This, in the case of dissatisfied purchasers, not only meant one less prospect for the advertiser, but one less loyal — if not lost — listener for the station. Other bad aspects have been copy that sold too hard and too long for the taste of numerous listeners who otherwise don't overly object to mail order selling on the air. Copy that promised too much and led thereby to unwarranted expectations about the product has alienated the trust of many a listener in radio advertising. M.O.N.'s Kaye, himself a former agency man, felt he knew all the abuses to which radio m.o. business was heir. He felt he could work out a service to stations and advertisers that would build not (Please turn to page 55) Plastic apron, table cloth cover are part of four-item package leading M.O. Network sales color KtY V IT AilfC Just follow ,he colors antl P,ay songs. A I l/NvE Even If You've Never Played Before! CLARINETTE FUN FOR EVERYONE FROM S TO SO Imagine ' Right from the ace bandleader of 'em all ARTIE SHAW ! comes trilling color keyed CLARINETTE I Everyone knows and loves the fine mustc of ARTIE SHAW -clarinetist star of radio, television stage, and screen and now with your own Color-Keyed CLARINETTE yoi> learn to play real music' Never a better chance than now to play the tunes you've always favored have musical fun that up to now required years of training ' So quick and easy you'll be amazed and delighted! EEHE Eoamn Also FRit! Giant 36-page SONG BOOK wo<i> \\ by itself -completely colo keyed! Follow the color arrangp ments, press the color keys or* toy CLARINETTE. play at one these 36 all-time favorites' Hours of musical pleasure with your family and fnends! Sound easy' It is easy1 No experience needed1 Just follow the wonderful easy to play giant color key song book included free with this offer A red note m the book you press the red key1 A green note means you press the green key1 ^ A five year-old child can do it' Play using both hands right away1 PLAY THE VERY FIRST TIME YOU TRY Blow gently into the specially designed mouthpiece, and listen to those sweet notes pour out' No special blowing method no long hours of practice no sore lips' The music comes out right and bright with no effort at all1 How your friends will admire and cheer ' You II be playing at parlies, parades, picnics. home get-togethers anywhere, anytime' $2 98 plui pottage m S3 98 if »ou n't thr.lUd -itf. refund Fuee IF YOU ORDER NOW! ■ row >Oly l Sister And Brother i Mather And Dad fveryene Plays! Oulog'ophod photo ill ARTIE SHAW io hoi thr.lUd mil CLARINETTE FREE Giant Soni Book -FREE Carrying Case ■ FREE Auto {raphes' Artie Shaw Photo SEND NO MONEY MAIL COUPON NOW THE HARBERT CO., Oept. 1234 rn 284 Fifth Avenue. New York 1. NY. Send me U« ARTIE SHAM COLOR KEYED CLARINETTE PLUS GIANT SONG BOOK. ARTIE SHAW PHOTO AND FREE CARRYING CASE. □ I'M pay postman $2 98 each plus postage □ I enclose S2 98 eacn You pay postage MONEY BACK I GUARANTEE: II not delighted, j I may return | merchandise in i 10 days for full I refund i An air-offer as cluttered as this printed piece wouldn't pull. Radio copy writers keep it simple 5 DECEMBER 1949 21