Sponsor (July-Dec 1950)

\\ hile their was a dip in the peak ratings of news shows following the last war, the dip never fell near the level before the war. Today, news program ratings are edging toward peak war levels. In New* York, for example, Pulse ratings for the 26 news periods on the four network stations increased 14.7r; in July. 1950 over the previous month. Reports from stations throughout the country indicate similar increases in listening to news programs. Smart advertisers won't wait for a world in flames before they start planning how to get the most out of radio, whether with spot, news programs, or other shows. A comparison of network programs during the war years with those before and after reveals that formats are gen erally the same. We, The People became We, The People, At War. Armed Forces personnel appeared before the microphone, as did other people connected with the war effort. But the format and essential flavor of the show remained the same. Soap opera worked in all manner of home front appeals; but its heroines continued to prove that a virtuous woman is her husband's best friend, and more than a match for any evil that can threaten him. Special "front' shows — home and war — appeared; but the successful ones utilized drama and the other tested ingredients of entertainment. Sponsors still sold products, or ideas, if they had nothing else to sell, as part of a package designed to entertain. radio* stations everywhere but only one II you want to give your advertising dollar a long and fruitful ride, climb onto the 50,000 Watt Clear Channel Signal of WSM. You'll travel the highways and tin buy ways of the fabulous Central South, with the backing and sales influence of a station which has enough talent and talent good enough to originate sixteen network slums weekly, in addition to regular station business. Results: Just ask Irving Waiigh or any Petry Man for case histories. CLEAR CHANNEL 50,000 WAITS EOWABO PETBY £ CO The most skillful advertisers were, by and large, the ones who knew better than to pull out when wartime restrictions curtailed or eliminated entirely their normal sales. "Advertising,"' H. A. Batten once said, "has one specific thing to do; and that is to inform, and often — but not necessarily always — to persuade." Recognizing this, those who understood advertising best didn't have to be sold the idea that they had something pretty important to tell their customers. They didn't neglect to keep telling it over and over. Detailed compilations have been made of the dangers that can be avoided and the specific advantages to be gained by talking to customers and potential customers when you have nothing, or only a little, to sell. But most of it boils down to making people remember you favorably. The problem of the advertiser with plenty to sell is essentially the same as always, except that he must not appear to be taking advantage of the war situation. When the American Tobacco Company had to allocate its meager supplies of Luckies to distributors, it dropped its normal competitive prod Quad-Cities Rock Island, III. Moline, III. East Moline, III. Davenport, la. \0 ur Cities-OneM 17.5# in Population over 1940 Gain 232,733 (1950 census met. area) • 80th U. S. market in population • Highest Hooperated Quad-Cities a Station p^lSt>/ "Delivering More Listeners at a Lower Cost" WHBF 60 AM FM TV 5000 WATTS BASIC ABC SPONSOR