Sponsor (Jan-June 1950)

years our major use of radio has been 15-minute newscasts on on-line stations"— currently 25 of them. Commercials are devoted primarily to train service, such as the "Hiawathas." But some are institutional: some promote lesser-known departments of the railroad, such as the agricultural, mineral and industrial departments. Others discuss freight service, or tax problems: special trains and conducted tours, or new stations or other local improvements. "Our radio advertising, except for a series of announcements in Alaska." Mr. Dilley explained, "is on a once-aweek, year 'round basis, with the day and time chosen to reach an audience of both men and women." Other advertising is used to support radio programs only when the railroad changes stations or newscasters. Although the Southern Pacific has had considerable experience with radio, it has done "very little" with it in recent years, replied Fred Q. Tredway of San Francisco, general advertising manager. "Before the war for several years we put on several types of programs, — dramatic and then audience partici FIRST AGAIN! Sunday afternoon television programming has been started by KDYLTV, marking another "first" for Salt Lake City's first television station. In 1950 — to tap the rich Salt Lake City market — remember these powerful selling twins, KDYL and KDYL-TV, always out in front. Salt Lake City. Utah National Representative: John Blair & Co. pation — in Los Angeles, "getting SP executives there were pleased with the programs and "felt they were helpful in a promotional way, although we could not get any definite indication in dollars and cents." A high proportion of SP passengers had heard them. During the war the railroad sponsored a half-hour dramatic program over Mutual — Don Lee to recruit labor. Hooperatings ranged from 5 to 9. For a year after the war's endn the SP continued to sponsor the show, for traffic promotion. "Although we had a very good audience" throughout the entire period," Mr. Tredway pointed out, "we got very little reaction in definite sales or from offers of booklets or similar material. . . . We regard radio as a good background medium for our other advertising. . . . We feel that spot radio is the most effective for our purpose, and particularly good when anouncing a new service, a new train, etc." He admitted, however, that as "sporadic user," the SP has had trouble in getting good announcements. The company's radio programs have been promoted in newspaper, outdoor poster, window display advertising and newspaper publicity. A more consistent announcement is the New York Central, which has used one-minute radio announcements for three years. About 15 announcements are scheduled weekly in Boston, Chicago, Cincinnati. Indianapolis, St. Louis, Springfield. Mass., and Worcester. The announcer devotes about 15 seconds to straight weather reports prior to the commercial, the bridge into which is: "But it's always fair weather on the 'Mercury' and 'Twilight' ' — or the "Southwestern Limited," or some other train. The announcements also have been used for all-expense tours and excursions. The Central's broadcast efforts, said Harry W. Frier, account executive at Foote, Cone & Belding, New York, are "100 per cent passenger traffic and not 'institutional'.'' Broadcasting is regarded as an "essential" but "not nee essarily a primary part " of the advertising program. \imouncements arc employed because the} provide "flexibility in localizing our message. Since last April the New York Central has sponsored a series of six oneminute filmed television announcements a week on New ^ ork City stations. Nine different ones feature trains, coach service, overnight service, resorts. The railroad considers the TV effort as "experimental. It is virtually impossible to trace any direct results to it." The Atchison, Topeka & Santa Fe uses announcements "occasionally." reported A. A. Dailey. Chicago, general advertising manager. "Those occasions are when we want to put some extra promotion behind some of our service in a particular community where sales are dropping off." The announcements are broadcast several times daily for two or three weeks. "So far this year we have used spots in three different areas." Usually these are scheduled in conjunction with newspapers — "and the combination usually helps boost sales." He could not say which of the two media does the better job. The Denver & Rio Grande Western sponsors a morning newscast in Denver, an evening one in Salt Lake City. Both are three times a week. In addition, during the skiing season, the D&RGW uses announcements on disk jockey shows, to attract teenagers, and on evening news shows, to reach adults. Ninety-five per cent of the commercials, said Malcolm T. Sills of Axelsen Advertising Agency, "promote specific passenger trains and special excursions. 3 per cent are institutional, and 2 per cent promote freight business. The R&RGW devotes about 5 per cent of its annual budget to radio. It promotes the radio programs in window displays and in footnotes on outdoor advertisements. Ski special commercials, are responsible for the majority of ski-train sales. The road could not measure accurately the response to newscasl commercials, "but comments to ticket agents and officials indicate that they are effective." The Chicago & North Western reports onlv one broadcast program, the "400" Hour, an early-morning newscast over WGN, Chicago. The railroad, however, has sponsored it for more than 10 years — which may be a record for railroad consistency on the air. Several years ago, when the C&NW announced its intention of discontinuing the -how. so many listeners complained that it was continued. "Radio has always been closely linked with the Boston & Maine in its advertising schedules," replied George II. Mill of Boston, publicity manager. "The B&M was one of the first roads 56 SPONSOR