Sponsor (July-Dec 1950)

CKAC . . . IS YOUR PRESCRIPTION for belter results in the province of Quebec Ratings have their use but results are conclusive. Results determine the value of your advertising dollar and results are what the Metropolitan Life Insurance buys. Here is what Mr. A. L. Cawthorn-Page, Canadian Manager writes. "On basis of number of booklets requested by listeners and cost per request we are pleased to be able to state that station CKAC is among the leaders." Regardless of what you have to sell, in Quebec your cure-all is radio station CKAC. Results show that 7 out of 10 French homes are reached by this station. J£ for "buzzing" Quebec's saleswise . . . "Casino', the participation show all agencies are talking about. Time: 10:30 a.m. to 12 noon 10 minute segments available now. Present clients: Super Suds Colgate Noxema Odex Over 1,000.000 proof of purchase in 6 months CBS Outlet In Montreal Key Station of the A TRANS-QUEBEC radio group CEAC MONTREAL 730 on the dial • 10 kilowatts Representatives: Adam J. Young Jr. New York, Chicago William Wright • Toronto 510 Madison REQUEST FROM LEVER BROTHERS In your recent July issue you offered several reports to subscribers on radio and television. Our Marketing Research Department is most anxious to obtain the following: Radio Is Getting Bigger. 199 TV Results, and TV Map For Sponsors — Fall 1950. Please forward one copy of each of the first two. and six copies of the map to the undersigned. Marie K. Hicks Marketing Research Department Lever Brothers Co. New York RADIO & TV RESULTS I noticed in your 17 July issue (Sponsor Reports) that radio and TV result stories on various businesses are available. We are particularly interested in any such facts and figures in so far as they relate to the gasoline and oil business, and while we are concerned primarily with radio at the moment in this respect, any success stories pertaining to this industry in TV would be most appreciated. We would also like to get copies of Radio Is Getting Bigger and 199 TV Results. Can you send us whatever you think would be pertinent to the above facts and figures on the gasoline and oil business, and if there is any charge connected with this service please bill us. I. S. Wallace MacLaren Advertising Co. Toronto WHAT PULLS EM IN? The 19 June, 1950 issue, page 24, carries a story entitled "What pulls em in : We would like to distribute reprints of this article to retailers in the New England market. Are you in a position to furnish these? Also, we would appreciate your providing us with the address of Advertising Research Bureau, Inc. Myron L. Silton Sill on Brothers Inc. Boston • In response to numerous inquiries large numbers of reprints have been made available at nominal eost. The American Research Bureau Incorporated is in Seattle. PER INQUIRY We agree wholeheartedly with your attitude toward P.I. on radio. That is. in so far as it means rate cutting by the station. We feel that our offer to manufacturers for merchandising their product through the medium of television mail order is essentially a legitimate P.I. deal. We pay for all station time used at regular card rates and in return get a percentage of the sale price of all items sold. Naturally, we will not take any and all items on this basis. A product must perform its intended task efficiently and reliably and have sufficient sales appeal to warrant the expense of the station time used. If any of your readers are interested in our program, they may obtain full details by submitting a complete description of their product to us at Box 1401. Hollywood 28. H. R. Martin H. R. Martin & Sons Culver City, Cat. FALL FACTS ISSUE Your last issue of sponsor is a magnificent job. We have filed three copies for reference because we feel that it is a goldmine for both our research and promotion staff. We like particularly your objective reporting on the present status of spot radio. Seth Dennis Promotion Manager Edward Petry & Co. New York You are to be congratulated on the excellent job as evidenced by your last issue of sponsor magazine. This issue is not only "chuck-full of valuable information for sponsors," but will actually serve as positive educational background for a better instructed sales organization in radio throughout the country. That is exactly how we intend to use it here at WXLW. Please send us six additional copies at your convenience and bill us. Robert D. Enoch General Manager WXLW Indianapolis Can you tell me where we can find a listing of national manufacturers who I Please turn to page 71 ) SPONSOR