Sponsor (July-Dec 1950)

RADIO IS GETTING BIGGER {Continued from page 31) easier than reading, sponsor's "Radio Results" feature attests to the selling power of the human voice. As SPONSOR also reported, when Dun & Bradstreet asked retailers. "What media would you recommend for a national advertising campaign?" radio was far and away the #1 medium. The NBC report gives a concrete example of the econoim <>! radio advertising. A household item advertiser, testing premiums in four media, discovered that radio delivered inquiries at the low cost of 10c each ; magazines were 13 limes more costly; daily newspaper four times more costly ; Sunday supplements more than twice the radio cost. To illustrate comparative media cost, NBC points out that for $21,000 an advertiser can buy a full NBC network half-hour evening program — time and talent. And for this sum he has 34,000,000 families as his potential audience. In order to match this circulation with newspapers, he would have to buy 1,145 of them, and this, of course, includes a lot of duplication. If he were to use magazines, he would have to buy the nine leading circulation magazines, again with a good deal of duplication. When he finished spreading his money around, this is the kind of space he could buy: 176 lines in 1,145 newspaper or 1/6 page in nine leading magazines. Opposed to this, he could procure the impact of a full network half-hour evening program." A little known fact of the Hofstra study, unveiled in this presentation, shows network radio producing 72% more advertising impressions than TV per dollar spent. TV showed up second low. with Life, This Week and the Boston Post far more expensive. (The study was made in Boston.) Iowa radio study gives key data. The 1950 Iowa Radio Audience Survey, conducted by Dr. F. L. Whan and sponsored by WHO, Des Moines, not onlj makes a year by year comparison of trends in listening, ownership and preferences, but also uncovers valuable new information about the habits of the Iowa audience. 1. Among 9,001 Iowa homes queried in 1940, 91.4% had one or more radio receivers. In 1949, among 9,169 homes, 98.5%, had one or more radio receivers. With 9,215 questioned in (Please turn to page 61 I How radio compared with newspapers in Pine Bluff competitive test K O T M SERVING SOUTHEAST ARKANSAS P. O. »OI *87 PINE. E>L>UFF. ARK. July 29. 1950 Sponsor Publications, Inc., 510 Madison Avenue, New York 22, N. Y. Gentlenien: First let us extend our congratulations for the grand Job SPONSOR Is doing. We especially enjoyed the article "What Pulls 'em In" In the June 19 issue. Please advise whether reprintB are available, and the cost. You will probably be Interested in a local radio success story a radio vs. newspaper pulltest conducted by Lea's Men's Store, 322 Main Street, Pine Bluff. This test was arranged by the writer and Mr. George Lea, owner of the store, and conducted by the salesmen In the store. The store has been an infrequent radio user in the past, their appropriation running about 5 to 1 In favor of newspaper, and Mr. Lea told us before the test that, he expected radio to come in on the "tall-end " of the deal. As you will note in the enclbsed copy of Mr. Lea's letter to us , radio made a very nice showing. You are welcome to use this letter, together with the facts contained in Mr, Lea's letter. Keep up the good work. More power to SPONSOR! Yours very truly, Radio Station K0TN (com'l. ngr. -c^e-, i July 27, 1950 Radio Station K0TN Pine Bluff, Arkansas Gentlemen: We are pleased to report to you the following results of a "radionewspaper" advertising test conducted in our store over a three-day period Thursday, Friday and Saturday, July 13-14-15, 1950. Merchandise used: Men's Boxer Shorts 790 Per cent customers accounted for: Radio Newspaper Combination of both Other* 36.0 14.0 6.0 44.0 Per cent sales accounted for: Radio 29.6 Newspaper 17.7 Combination of both 8.6 Other 43.9 (*)0ther includes window display, etc. Since point of test is in very HIGH "Foot traffic" spot (considered 98J? location) it is very easy to see why our mass window display brought the "other" column up to such a high point. Also,. it is reasonable to believe that inasmuch as the window as the last thing imnressed on the customer's mind before making purchase, a number of people actually hroupht to the store by either radio or newspaper, gave credit to the display. Method of procedure: As nearly as possible the exact amount of money was spent in each medium. After the sale was completed the customer was asked "What brought you in?" or "How did vou learn about this item?" Then, it was explained that a test was" being made. You will be pleased to note that your station, which was the only one used in this test, accounted for two and a half times as many customers as the newspaper. You may use this information for publication in your trade magazines if you choose. Yours very truly, LEA'S MEN'S STORE