Sponsor (July-Dec 1950)

GROWING GROWING GROWN MORNING PERIOD* PLUS... a 14.8 Over-all Audience Increase Since 1949 ANOTHER BONUS FOR ADVERTISERS... Special merchandising department for extra promotion of sales. 'January, February, 1950 Hooper 11/ ADD AM 5,000 Watts If HDD FM 50,000 Watts AMERICAN BROADCASTING COMPANY OWNED AND OPERATED BY THE MOBILE PRESS REGISTER NATIONALLY REPRESENTED BY THE BRANHAM COMPANY L Caroline Ellis, talented 15-year veteran radio personality, directs the KMBC-KFRM "Happy Homewomen's commentary program. Gifted with a wonderful voice and a rich background, Caroline Ellis is one of the best known woman broadcasters. Repeated ly, her program has the highest rating of any woman's program in the Kansas City Primary Trade area. Caroline is sponsored by the Celanese Corporation of America, and has just completed a successful campaign in behalf of a regional advertiser, with seasonal business. Contact us, or any Free & Peters Colonel"on her two availabilities! Caroline Ellis 'Available Tuesday and Thursday. KMBC of Kansas City KFRM for Rural Kansas to have found the printed media trail. and lost radio and TV in the shuffle. Maybe fall 1950 will change that. There's a wide-open opportunitj in radio and TV for the airlines. I lie whole travel industry feels itself drawn to TV because of it> \ isual advantages. What it does about it for the present is questionable. Southern travel v\ill lie heav) this fall and winter. Advertising, mainh newspaper, will push the idea. 24. Books are in 3 slump. Magazines are finding the going rough, although new products like Quick are finding public favor. Both books and magazines have found radio an excellent antidote for a sales slump and are using the medium frequentl) and well. Magazines like Holiday, Ladies' Home Journal and Saturday Evening Post merchandise regular!) via the air. MacFadden Publications are experts, too. In the book field. Doubleday. Simon & Schuster, and man] others have found radio a highh effective direct-sales medium. Movies are experimenting with TV. and so far have found in New Haven and Philadelphia that teaser campaigns on TV have a revitalizing effect on attendance. Much more activity will be seen as the movie industry struggles to emerge from its doldrums. 25. It's turning into a buyer's market. Until last year the farmer couldn't get a new tractor without waiting a period of from four to six months. With production up and the peak postwar demand past, farm equipment manufacturers didn't do too well earl) this year. But sales are good this summer. Willi farm income three times prewar, and enormous liquid savings, the opportunities are there. But now the farmer is picking and choosing — a situation made to order for advertising. Many studies have revealed the partiality that the farmer shows for radio. In TV areas he's gone in for viewing, too. But his radio loyalty doesn't waver; he depends on it for dail\ stork reports, weather reports, and many other services, not to mention entertainment. Its a wonder that some deep freeze manufacturer doesn't cash in on his preference for the medium. This fall Allis-Chalmers, International Harvester, Keystone Steel and Wire may find company in their own field as thev beam toward the farmer. High Hoopers (Avg. 24. 5) Low Cost The ECONOMICAL way to SELL The Wheeling Market Check THE WALKER CO. Letters to recall in the Los Angeles Market when you buy time istening n Affiliate of the Liberty Broadcasting System In Los Angeles you hear Major League Ba cball first on KALI For data on other firsts ask KALI 425 E. Green St. Pasadena 1, California RYan 1-7149 SYcamore 6-5327 Call Representative Schepp Reiner Company, II W. 42 Street. Now York — Bryant 9-5221 17 JULY 1950 121