Sponsor (July-Dec 1950)

how hard can Sponsors love receiving letters — especially when they tome at the rate of one every 7.5 seconds ! That's just what happened as a result of a certain show'' on CKAC during the week of May 13-19. In seven short days, this show pulled 78,71 S replies, each containing proof of purchase. Mathematically speaking, this means one reply each and every 7.5 seconds, twenty-four hours a day, for the full day week ! Amazing? Not when you consider that CKAC takes you into 450,000 French radio homes — more than 70% of the total number of radio homes in the Province. It's no wonder that CKAC gets results — at a verymodest cost per listener. *CKAC's "CASINO". Present co-sponsors: Odex, Super Suds, Noxzcma. Segments of "Casino" still available for sponsorship. Write for full details. CBS Outlet in Montreal Key Station of the A TRANS-QUEBEC radio group CKAC MONTREAL 730 on the dial • 10 kilowatts Representatives: Adam J. Young Jr. New York, Chicago William Wright Toronto 510 Madison WYTHE OR WITHOUT? After seeing the face of Wythe Walker in sponsor this week I cannot help but wonder who he is. However, last night while reading Mother Goose rhymes to my young son I ran across two of her rhymes which 1 think, slightly revised, are application to this situation. Here they are: There was a man. as I've heard tell. \\ ho called on agencies with time to sell: He met Norm Knight on a sunny day. And sent his picture up sponsor waj ! Then came a printer, a scurrilous lout. Who turned his features all round about! Who put a mustache on his open phiz. Until his face no longer was his! And when this man his face did spv He began to shiver and then to sigh; He began to wonder and began to cry. Oh ! deary, deary me, this is none of I ! But if it be I. and I can't agree, I've a dog at home, and he'll know me! If it be I. hell wag his tail. And if it be not I. hell loudly wail: Home went the man. all in the dark. Up got the dog and began to bark: He began to bark, and the man did sigh. "Lack a mercy on me. tis none of I!" I do not like thee Norman Glenn : The reason why I do not ken. But this I know, and this I ken, 1 do not like thee, Norman Glenn! Wythf. Walker The Walker Co. New York • SPONSOR'S mistake was We're sorry it happened l< Walker. [uite a corker, our pal Wvthc HOPALONG ON WNBT In your excellent issue of 19 June, you have a very interesting story entitled "How to use TV films effectively." The story is built around a series of photographs of one station's treatment of a Hopalon» Gassid\ film and how the film is edited to make room for commercials, station break-. etc. The technique that is shown in your photographs was a technique developed l>\ \\ M!'l when flopalong Cas sidy was sold in New York to a local sponsor. The illustrations are delightful and are some of the best that we have in our WNBT files. However, in the story there is no reference whatsoever to the fact that the illustrations were the work of WNBT and that the sponsor so vividly portrayed in the third picture of the series is the sponsor who carries "Hoppy" in our New York market. Schuyler G. Chapin Director of Publicity WNBT New York • SPONSOR regrets the omission, agrees "with Reader Chapin on the blood and guts heautv of the WNBT pictures. BASEBALL ON KATL, KLEE In your 22 May issue of sponsor, under the column titled "Briefly" you mention that KTHT of this city becomes the first station in Texas League history to broadcast Buff baseball direct from field of play. Obviously you have been misinformed, since KATL and KLEE are also broadcasting all Buff games direct and KATL has always during previous seasons made a number of direct Buff pickups. Incidentally, KTHT is not even carrying the complete Buff series since they eliminate Sundays from their schedule. You probably don't know, but KATL was Houston's original full season baseball station — now on our fourth season of coverage. We are the only Houston station carrying a seven-day schedule of both Texas League and major league games. King H. Robinson General Manager KATL Houston OUTLOOK ON TEA In your 5 June issue you included an item headed "Tea drinking increases as coffee prices rise." Since we are handling the Tea Council campaign, we are always interested in published data regarding Tea as a product, and would therefore be most interested in hearing from you as to the source of the material contained in the article mentioned. George A. Rink Leo Burnett Co. Chicago • This information was gathered from Wall Stn-i'l Juurtlill ei onoinists. SPONSOR