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STOP GUESSING!
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WGAL-TV
the ideal station for testing your TV sales campaign.
The only television station which reaches this large, prosperous section of Pennsylvania — including Lancaster, York, Lebanon, Reading, Harrisburg and adjacent area. This market fulfills all requirements for reliable testing. Viewing is unusually high and consistent because of interesting local programming and the top shows of four networks — NBC, CBS, ABC and DuMont. Write for information.
A STEINMAN STATION
WGAL-TV
CHANNEL 4
lancatlor, Pcnno. Clair R. McCollough, Pres. Represented by
ROBERT MEEKER
ASSOCIATES Lot Angeles New York
Chicago
San Franclico
NBC TV AFFILIATE
Mr. Sponsor
Ida Rosenthal*
Vice president Maiden Form Brassiere Co., New York
For Ida Rosenthal of the Maiden Form Brassiere Company, television has been both profitable and puzzling. Since she started participating in Dorothy Doan's Vanity Fair Shoiv, WCBS-TV, in November. 1949, sales have jumped 17 percent. And the increase has come about despite the uninteresting way in which the company must demonstrate its product.
At first, Miss Doan was only permitted to hold the bra in her hands when she delivered her sales pitch. Today, the CBS hierarchy allows the brassieres to be shown on dummies. There is some talk that Columbia might establish a delicate precedent and permit the firm to show its wares on live models.
However, charming, 64-year-old Ida Rosenthal is still puzzled over Columbia's puritanical attitude. She can't quite understand why broadcasting officials refuse to permit the display of a legitimate item of wearing apparel on live models. She points out that pictures of these models appear in newspaper and magazine ads without embarrassment to anyone.
Maiden Form has always had trouble with broadcasting censors. Back in the early '30's, when the company was operating with one plant and five salesmen (today it has seven plants and a sales staff of 31), it bought a lS-minute musical program on a local station in New York City for 13 weeks. The station's continuity acceptance chief censored the copy to such an extent, that it was hard to toll whether Maiden Form was selling bras or bananas.
Although sales have increased 17 percent since the firm began using TV, Mrs. Rosenthal feels that it is unfair to give all the credit for the sales hike to television. During the time that Maiden Form used TV. expenditures for other advertising have been increased.
In 1950 Maiden Form will spend roughly $600,000 for advertising, its largest appropriation in the history of the company. Of this amount. $5().()()() will be used for its television show. Vanity Fair. \ a result of its expanded ad budget and TV advertising. Mrs. Rosenthal expects to do 10-15 percent more business in 1950, compared to 1949.
*Shown with her husband, William Rosenthal, president of the firm.
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