Sponsor (July-Dec 1950)

WHAT HAVE I GOT thatqtts 'err)' / Well Sir - BMB says I've got 97,300 average daily family listeners - 106,100 average nightly family listeners. None of the other boys in Miami can touch that. And, what's just as important is the fact. ..that I ain't satisfied - keep on trying harder, to please the folks in South Florida! And I've had more than 24 years of experience at it. But shucks — you ask the George P. Hollingbery Company - they've got my background, past, present and future. James M. LeGate, General Manager 5,000 WATTS • 610 KC • NBC Spot time b u y i n g made easier "Suppose I e;o into a new market," says one wellknown TimeBuyer. "I turn first to STANDARD RATE to size up the stations in that market, their affiliations, their power, their rates. Then I want to know their coverage. I try to determine which would give us the most for our money." The WIS Service-Ad shown here is an example of how stations are making that Time Buyer's job easier. They put useful additional facts before him when he's using SRDS to compare opportunities — facts about coverage, audience, programs, service, for example. Note in Broadcasters: study the Spot Radio I'm motion Handbook for detailed help in making it easier for buyers of spot time to buy what you have to sell. Copies from SRDS at $1.00. HAT'S THE BIST STATION IN SOUTH CAROLINA? Ih. Columbia Tr. >l.ro. B.MII (March, *" ' "■"""■ ■<■"■' ' „„ ,n -IJ „/_,„, »|,,. Ml,. „,.„,|„.|,,|„ „„d ■■ ■' ''".'..» '" '"\\ i (.'.'. .. a bona")."! . . 1U, .57% mere 80 mllci .-a"' FREE I PETERS, INC. \> >.«iio»»l li-IiKKIATIVfl 278 radio and TV stations used ServiceAds in the monthly issues of SRDS during 1949, supplementing their listings with additional information to help buyers buy. STANDARD RATE & DATA SERVICE The National Authority I Walter E. Botthof Serving' the Madia-Buying Function / Publisher 333 North Michigan Avenue, Chicago 1, Illinois NEW YORK • IOS ANGEIES their plate will be if another world war develops. Westinghouse, with most of its production devoted to the war effort, felt they could keep their consumer contact alive by fostering public appreciation for the engineering skills which make their products dependable. An important part of this effort was handed to radio. A Sunday afternoon half-hour of music with John Charles Thomas, the King's Men Quartet, and a symphony orchestra directed by Victor Young did the entertaining. John Nesbitt did the commercial. It consisted of a dramatic story featuring some phase of the firm's scientific accomplishments. Westinghouse officials also felt the show made a "definite contribution to company good will at a time when the entire country was making sacrifices on all fronts." Colgate-Palmolive-Peet Co., when they couldn't supply distributors nationally during the war, concentrated on spot radio and newspapers in those areas where they had distribution; national magazines were secondary in telling the product story. Colgate used spot radio so successfully during the war that they became the biggest spot advertiser in the country. The Noxzema Chemical Co.. makers of Noxzema, adopted a policy followed by numerous other wartime national advertisers faced with restricted output. They advertised aggressively to build a backed-up demand, then continued with their ABC network show Mayor of the Town, featuring Lionel Barrymore, and with printed media to cash in on the demand after the war. They will follow the same policy if allocations are again imposed. The Frank H. Lee Company faced a special problem after the war. During the war, Lee was building "Lee" hats into a national brand. In addition to printed media, they sponsored Dale Carnegie on MBS, first with 31, then on 225 stations. Shortly after the war, they switched to ABC and Drew Pearson. The big job handed Pearson was to help persuade thousands of returning GIs. unused to wearing hats in civilian life, that they ought to wear JOE ADAMS REACHES ALL NEGROES IN LOS ANGELES ■X f\ |>f | 5000 WATTS l\ \J W L CLEAR CHANNEL LOS ANGEIES ■ SANTA MONICA, CALIF. 62 SPONSOR