Sponsor (July-Dec 1950)

Radio in-and-outer stays in after HIST test Thomas I. Petersen was skeptical about radio advertising. He's an automobile dealer with both Studebaker and Packard agencies in Santa Barbara, for which he has used the town's only newspaper consistently. But, as far as radio is concerned, he's an inand-outer. He had to be "sold." Last June, Mr. Petersen had an inventory of 100 used cars. That was just before the "war scare." He had estimated the average cost on a nationwide basis for advertising used cars is $20. He told this to Harry C. Butcher, owner of KIST. and said he wanted to use the station for a test. The test started 23 June and ran until the end of July. In that period, Peterson sold 88 used cars at a cost of $16.59 per car (see Badio Besults, 23 October sponsor). The test was continued through August and. in the meantime, because of the scare of a 30,000 grocers, druggists take part in CBS promotion Merchandising of radio advertising at its point of sale is the latest "plus" offered CBS advertisers. CBS, after four months of planning, has brought forth its first Trade Promotion Department publication. A monthly, called CBS Radio Picture News, it will be distributed to grocers and druggists in CBS listening areas. The first issue, going to some 30,000 grocers and druggists in 16 markets, will make the following possible: a) Betailers can use CBS stars in their promotional activities. CBS execs look over first issue of monthly b) They can apply CBS-suggested merchandising plans in their own stores. c) Tie-ins can be used not only to boost sales of CBS-sponsored products but to boost sales of related items as well. • • • war-created shortage, prices were raised substantially. In August, he sold 44 cars at a cost of $12.82. In September, he sold 57 cars at a cost of $20.43. Although prices had been reduced, the war scare had diminished. And, although stringent credit regulations threatened, fewer cars were sold. Mr. Petersen was sold, however. A fairly heavy announcement schedule was maintained in September. For the entire campaign, Mr. Petersen used unsold run-of-schedule announcements and evening quarter or half-hours as available; generally record programs. Previous to the radio test, Mr. Petersen had used a budget split of 75% for newspapers and 25% for radio. The upshot of his KIST campaign has Mr. Petersen thinking about a 50-50 division of the budget with no more in-and-out air advertising. * * * Briefly . . . sponsor offers this pictorial P.S. to "Bakers on the air" (25 September issue I and "Big bovs. beware!" (6 It's said this WAAM star works for peanuts November) . Hauswald Bakery in Baltimore presents This Is Your Zoo on WAAM (TV), starring an assortment of wild life including the gay video star pictured here. WNEW, New York, which built its fame on pop music programs like the Make Believe Ballroom, is turning to classical music. With serious music being heard less often on many network stations, WNEW has decided on a radical change in policy. Prestige advertisers are offered Symphony at WNEW— With Benny Goodman. It's believed that Goodman, well versed in jazz and classics, will take the "stuffiness" out of symphonic presentations and lure the hep cats to the new show. OIL TULSA and YOU . IN TULSA {(65,000,000.00 is the Oil Industry Annual Payroll IN TULSA Oil purchases exceed #5,000,000, 000.00 annually IN TULSA Are located the largest mid-continent refineries . . . the world's largest seismograph company . . . the world's largest oil purchasing company IN TULSA YOU will find a rich, discriminating market thoroughly covered by KVOO, Oklahoma's Greatest Station for 25 years. PLUS Rich bonus counties in Kansas, Missouri and Arkansas blanketed ONLY by KVOO. OIL, TULSA, and YOU plus KVOO Spell Profits In "Oil Capital" Letters! See your nearest Edward Petry & Company office or call, wire or write KVOO direct for availabilities. NBC AFFILIATE 50,000 Watts 20 NOVEMBER 1950 45