Sponsor (July-Dec 1950)

Best Buy in SOUTHERN NEW ENGLAND WTIC Families in the WTIC BMB* Area spend each year $2,317,525,000 in retail outlets $606,589,000 in food stores alone! SUGGESTION — For complete WTIC-BMB Study call Weed & Co. PAULW. MORENCY Vice President — General Manager WALTER JOHNSON Assistant General Mgr.-Sales Mgr. WTIC's 50,000 Watts Represented nationally by WEED & COMPANY BMB Study # 2, 1949 ^Copyright Sales Management Survey of Buying Power, May 10, 1950 WTIC THE PROSPEROUS SOUTHS** NEW £HC\Jj\Ht> /MARKET portant that the televised items are backed up to the fullest by good prominent interior displays and are shown in your television windows. Photographs on this sheet indicate how you should make your counter displays and how your television window should look. Do not deviate from the set-up given you here. Follow instructions exactly as outlined." Need we say more? Whelan's also use institutional display cards that bear statements like these: "As advertised on television"; "This item advertised on the two entertaining television shows, Cavalcade of Bands (Tuesdays), Cavalcade of Stars (Saturdays)"; or "Television Special." Until recently, Whelan's carried both productions. Now, the Druggists of America have taken over sponsorship of the Cavalcade of Slars in the New York area, also in Boston and Atlanta. There is a move on at the present time to change the tie-ins for the Stars in all areas from chains to independents. It's likely that the National Association of Retail Druggists will tie in completely with the Cavalcade of Stars sometime in October. Generally, the chains around the country sponsoring the two TV shows are just as active in radio. Rexall has had one major network show, the Sunday Harris-Faye. ( It is reported that the show, on hiatus for the summer, will not return in the fall because of the network's desire to shift it out of its present time slot. Richard Diamond, on NBC at the present time, may be the permanent replacement. I The Rexall Drug Company also has signed for 260 transcribed 15-minute open-end Western shows. Rexall Rhythm Roundup. These will be used exclusively for independent franchised Rexall dealers known as Rexallites (there are 10,000 from coast-to-coast). Plans call for using Rexall Rhythm Roundup in 400 to 650 local markets on a three-e-week to five-a-week basis. The show is produced by the Counselors Advertising Agency in Hollywood. According to Frank Miller of Counselors: "The initial contract while calling for only 260 shows provides an option and it is expected Rexall Rhythm Roundup will develop into a continuous series ol 1.040 shows. A number of stations will begin airing Rexall Rhythm Roundup 1 September." Individual Rexall stores have used radio locally for a number of years. For example, WKBZ in Muskegon. Michigan, reports that it airs This is Your Doctor, a "transcribed feature sponsored by Fritz, the Druggist (Rexall ) . every Sunday afternoon at 1212:15, in tribute to actual American medical men and with a strong appeal against socialized medicine. Holmes Rexall Drugs . . . takes a quarter-hour record show with us before Sunda\ baseball broadcasts with the Detroit Tigers." KGLO in Mason City. Iowa, states that "The Casey-Rexall Drug of Mason City has been a regular spot advertiser on KGLO for many years, including the sponsorship of occasional athletic events. They feature prescriptions, with minimum attention to other items in the store." It is estimated that Casey's spend about half their ad budget on radio. Other major chains operate much like Rexall. Walgreen ties in with the TV Cavalcades ( Memphis. Louisville. Chicago), and is strong in local and UNGWOKltt SELL GAS * OIL! LANG WORTH FEATURE PROGRAMS. Inc. 113 W. 57th ST., NEW YORK 19. N. Y. .Xftuvrt Calibre Programs at Cecal Station Cost 52 SPONSOR