Sponsor (Jan-June 1950)

ful publicity efforts behind the scenes gave added mileage to the air investment. It turned out that the "selling nostalgia" idea was not built around a delusion of lost grandeur. Once the) were nudged by Barbara Welles and \\ ( )\i. people did remember Pears, and were welcoming it back like an old friend. Even editors, in the consumer press as well as the trade-press, who are not an excessively misty-eyed set, were generous in alloting free space to the return of a product that evoked childhood memories for many a i eader. The overwhelming success of the \\ <>K campaign led directly to a widening of the Pears radio promotion to include Boston and Philadelphia. Initial 13-week campaigns began in Boston, over WBZ, on 1 May, and over KYW, Philadelphia, on 29 May. Resuits had not yet been tabulated at this writing. The fall agenda includes radio campaigns in Washington, D. C, Baltimore, and Portland, Ore., with other markets to be added later. In each new market, the procedure worked out for the "pilot" campaign over WOR will be duplicated as closely 0 <p '*m ktW IxuMr/ effective buying power and 23% of all Kansas families. '■'Audit Bureau of Circulation WIBW is the station "listened to most" by buyers in the Topeka Market* . . . three times more listeners than all other Topeka stations put together. ■''Kansas Radio Audience 1949 g-buying families on farms and in agricultural communities in Kansas and adjoining states.* "''Consumer Markets, 1949 Here again, WIBW is the "most listened to" station having ten times as many listeners throughout Kansas as all other Topeka stations combined.* i: Kansas Radio Audience 1949 Just one station — WIBW — gives you the hardest hitting selling force in both city and farm markets. For the CITY Market For the FARM Market WIBW All You Need Is WIBW fr \, SERVING AND SELLING "THE MAGIC CIRCLE" WIBW • TOPEKA, KANSAS • WIBW-FM ~\ \ v • \ ; kans. : mo. >'v \ ::; -•+ } c J "M. a >ARK. // B S as possible. That is, the local campaign will be anchored to a solidh established radio personality with a loj al audience. On the basis of their brief but dazzling radio history to date, Pears is inclined to be optimistic about their future use of the medium. New York is, after all. a tough market to crack with a "new" product — even one that's 150 years old — but radio made it look like a cinch. * * * Rap: CAPPER PUBLICATIONS, Inc. • BEN LUDY, Gen. Mgr. • WIBW • KCKN TIPS ON NEWS {Continued from page 31) just a moment." whereupon we give the full commercial. At the very end of the newscast we say, 'Well have the weather forecast in just a moment.' We read the second commercial, gi\c the weather forecast, and then sign off the show. "On our five-minute newscasts, where we use only one commercial, we s|iot it at the end, after a weather-forecast teaser and just before the forecast itself." The 10 p.m. news on WBBM. Chicago, is sponsored by Bond Clothing Stores, with Fahey Flynn newscasting. Each show carries two commercials — one direct and one institutional, with the two types used alternately as openers and closers. "Generally," WBBM reports. "Flynn tries to have a happy-type story before the final commercial on the theory that a person in a pleasant frame of mind is more receptive to a sales talk. These commercials advertise everything that is sold in Bond Stores. This includes both men's and women's apparel of all kinds, house brands as well as nationally-known lines. Four stores are mentioned each night. Bond has five Chicago stores and one in Milwaukee which it promotes locally. WBBM's report continues, quoting Bonds executive director, Benjamin Golden: "We find a news program the most effective means of reaching the greatest mass market. By its ver\ nature, news appeals to all tastes, ago. and sexes. In our business we sell to exact 1\ the same wide audience. Villi much consideration and experimentation, we found niglitb newscasts to be the right medium for our advertising. In Shreveport. La.. K\\ KH had these thoughts on the news picture: "We realized with the end of the war thai news could either drop down con 48 SPONSOR