Sponsor (July-Dec 1950)

films? Who's producing them and GROCERY STORES ON AIR how much do they cost? CBS-TV Radio Sales has a series of 52 quarter hours, or 26 halfs, called Strange Adventure, specially produced in Hollywood for TV. It consists of adaptations of stories by Chekhov, Poe, Balzac, etc., played by such stars as Albert Dekker, Lyle Talbot, Karen Morley. Costs are based on slation rate cards. Currently used in 28 different markets, some of its sponsors are Cory Colfeemaker, WBAL-TV, Baltimore; Slumberland Mattress, WNAC-TV, Boston; Hancock Oil. KNBH, Los Angeles; Sterling Brewers, WFBMTV, Indianapolis. This series was used by one of the nations biggest advertisers from September 1949 through February 1950, hit top 10 TV network listings for all six months. Costs of Mystery Theatre of the Air, package of 36 one-hour shows put out by Film Vision Corp., range from a low of $100 per show in a market like Birmingham, up to $500 in New York. Approximate minimum for one onehour show of a mystery group of about 12 available from Commonwealth Film and TV is $50; maximum $750. Flamingo Films has two mystery series of 13 half-hours. Red Barry and Radio Patrol; these have both child and adult appeal. Red Goose Shoes uses them as kid shows in 12 cities. Charles Michelson Company's approach to TV film mysteries is unique. The company has just completed a series of 260 five-minute films called Capsule Mysteries. Each is a complete mystery and solution with same cast and detective, and has a commercial allowance of \y<> minutes. Cost runs from $20 per show in markets like Ames, Iowa, to high of $98.75 in New York. Some in-between costs are: Washington, D. C, $65; Boston $72.50; Seattle, $45; St. Louis, $52.50 Film or live, the big advantages of sponsoring TV mysteries add up to be: 1. They are reasonable in cost, considering their high ratings. 2. They build loyal audiences. 3. The script problem is made easier due to the vast store of mystery material available. 4. Mysteries appeal to the whole family and to all types of people. 5. Mystery fans view programs with close attention, are wide-awake when commercial message is presented. Mysteries, from all indications, are a good sponsor bet in any medium.'***' (Continued from page 23 I has 2,200 retail stores in the Midwest. It currently sponsors one radio and one TV show. On radio, it's Share the Wealth, a 15-minute quiz program five days a week. The show visits the various branch cities throughout the \ ear. and is carried on a spot basis over 25 stations (via transcription). The television show, Alan Young, is a CBS network half-hour program which Kroger shares with Esso in the East; Kroger is the sole sponsor in the Middlewesl o\ er 18 I \ stations. Kroger is one grocery that ties up its advertising package. Both shows are promo'.ed righl down to the local store and the local customer. For example, store managers received the following illustrated memo promoting Share the Wealth : "When the new Kroger show visits your city, it will be received with all the fanfare of a World Premiere. The lc cal theater will blaze Share the Wealth in lights: newspapers will give it amusement page publicity; the radio station will play it up with pre-show Most Potent sales force in all Alaska is the powerful KFAR-KENI combination. No other advertising medium can as effectively tap the new riches of this fastgrowing new market of above-average consumers. Typical of hundreds of new, modern shops and stores in Alaska is this smart, up-to-date beauty parlor in Fairbanks. More and more advertisers are selecting KENI and KFAR as the most effective and profitable media to reach this rich, ready and responsive NEW market. MIDNIGHT SUN BROADCASTING CO. KFAR, FAIRBANKS KENI, ANCHORAGE 10,000 Watts, 660 KC 5,000 Watts, 550 KC (Sold separately — or in Combination at 20% Discount) GILBERT A. WELLINGTON, Nat'l Adv. Mgr. ADAM J. YOUNG. Jr.. Inc.. East. Rep. 5546 White-Henry-Stuart Bldg., Seattle New York • Chicago 23 OCTOBER 1950 61