Sponsor (Jan-June 1950)

levels business executives, professional men and women (the group who reach their offices between 9:00 and 9:30). About 8:45, the riders are heavil) sprinkled with teenagers and college students (tomorrow's ke) customers as well as eurrent specialized buyers). H\ 9:30, and continuing to around 1:00, the transit audience consists mainl) of housewife shoppers on their way to market — purses and shopping bags much in evidence. Most ol these women ride alone: then the) re bettei listening prospects. In mid and late afternoon Mrs. Housewife treks home, followed l>\ the various groups who preceded her on their \\a\ to work thai morning. From about 7:01) |(1 midnight the transit audience consists chief!) of people entertainment-bound and returning home. One group of riders in this mass dail\ movement has more than ordinary interest for the transit advertiser anxious to sell women. For the most part this group is not available to daytime radio. It can be reached by printed media —but main national advertisers (see ""Facts That Talk."" sponsor. 30 January, page 40) have found that the impact of the human voice is thejr most effective advertising medium. The group referred to consists ol women employed outside their homes during the daytime. Married and unmarried, mothers, daughters, widows — they are not onl) consumers, but in a great man) cases also buyers for their families. It is known in Cincinnati, for example, that on an average weekda) there are over 76,000 women rider.; alone homeward bound after work. Between 1:00 and 1:30 in the afternoon 13.000 of them start trips that last for an average of 2b! minutes. Bv 5:00 the total jumps to nearly 23.000. Nighttime listening b\ this group has certain advantages, but it's expensive for a specialized audience. \n advertising impression intended to make a woman remember to bin a product "the next lime she is out shopping" can be particularl) important in the case of employed women: for the\ usually make a great main purchase* during their lunch hour and while the) are in the city. Thus announcements timed to catch a woman going to and from work are distinctly advantageous. The basic commodit) of am transit radio station is the 50-word announcc 27 FEBRUARY 1950 ments. The rate l"i such announcements i calculated b) most stations on the basis i at maximum frequenc) i ol $0.75 to $1.00 per thousand riders during class "" \ time I rush hours) and S 1 .00 oi inoi P for "B" and "C" time (shopping and entertainment hours and Sundays). One-time announ ements w ould be proporl ionatel) higher. While each station sets its own time classification. "A" time i normall) the period w hen 75 pi reenl oi more "I the transit vehicles are in use. "I» time i period when 1(1 percent or more are in use: "C time when [ess than Id percent are in use. Here are other transit-radio success -lories. Swift started a campaign of 12 announcements per week on Wednesday, Thursda) and Frida) for Jewel Shortening on KPRC-FM, Houston, in May of last year. In the index. MarchApril sales in 24 chain supermarkets are used as a comparative base (Jewel vs. a leading rival brand I . lul) 132 65 VugUSl 188 108 Septi mber 185 132 ( October 171 120 Novembei 189 87 Ovei the seven-month transit radio pei iod Jewel -i ored a sales in< rease ol 51 ' , : brand " \." w ithout transit radio, increased sales -' < . A downtown St. Louis women specialt) -tore advertised a $69.00 Furtrimmed coal in both newspapers and on transit radio. KXOK-FM engaged the market research fir Edward {,. Dood) and Company to check the effectiveness of the transit advertised sale. The Dood) representative interviewed 116 women from Thursda) through Saturda) I 10-13 August) who approached coat racks marked for the sale. These women were asked, "How did you hear about this furtrimmed coal for $69.00?" Half said the) heard ii advertised while riding a bus or streetcar. The billowing -ales were traced directlv to transit radio listeners: March \pnl May _... June sw ill Jewel Brand "A" 100 I Index) 100 (Index) 85 Hil 106 nil Quantity Price Total Thu. 2 ui $ 69.00 138.00 Fri. 3 (a 69.00 207.00 1 (a 98.00 98.00 1 <a 224.00 221.00 1 Ui 2o;\iiii 298.00 Puts basic market facts at your fingertips — CONSUMER MARKETS makes basic market measurement data for every State, enmity and city easily get-at-able. Its 77 1 pages of fact and figures are so arranged that you can ea.-ilv extract am -ingh index you may want; or get a complete -tati-tieal picture of an\ consumer market in the U. S., U. S. Territories and Possessions, Canada, or the Philippines. Conveniently located Service-Ads, like The Cleveland Press' shown here, supplement and expand the listed data with information about the market coverage of indh idual media. "CONSUMER MARKETS is a quick, easy, informative reference," says one agenex executive. *" \ delight to a 1 1 \ media or market research department." If you are not using the 1949-1950 Edition ol CM, -end for Full Explanation bolder detailing the information it makes a\ ailable to you. LOOK AT NORTHEASTERN OHIO THIS WAY So* 4 major martotiT $•« why you notd Th. Clovoland Pnil ond at r*oil 3 otktr nowipopon? H 1 O Tbf IV-. .h^rlully Mlmi >*>bi Jlr MB I I Ni-v-ju(»r ■ adfc fcacnaa Consumer IHaita One of 258 Cervice-Ads that supplement market data listings in the 1949-1950 CONSUMER MARKETS. A Section of Standard Rate & Data Service Walter E. Botfhof, Publisher 333 North Michigan Avenue, Chicago 1, III. New York • lot Angeles 61