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WHBQ— IN THE SOUTH'S GREATEST MARKET
Reader inquiries below were answered recently by SPONSOR'S Research Dept. Answer! are provided by phone or mail. Call MU. 8-2772; write 510 Madison Ave., New York 22. N. Y.
Q. What are the latest figures on the number of families owning radio sets as compared to television set owners?
College student, Denver
A. According to a year-end statement by Robert E. Kintner, ABC president, 95% of the nation's 42,843,800 families are radio families. And, with some 9,845,300 sets installed, television now reaches nearly 24% of the country's families.
O. Where can we get information on the financial operation of a small station including details on overhead costs, and approximate annual profit in towns of 5,000 to 15,000 population?
Radio station, Jackson, Miss.
A. If you are a member of the National Association of Broadcasters, this type of data can be obtained from them. Write to NAB in Washington, D. C.
O. What have you done on TV, in booklet form, that would be useful to a large advertising agency in England?
Radio station, New York
A. sponsor's "199 TV Results" (capsuled TV success stories) and "TV dictionary for sponsors" should be of interest to them.
Q. Do you have any stories about TV sets sold through radio advertising? Network librarian, New York
A. See "Not so mad Muntz" in our 7 November 1949 issue; "This team bats .500 in sales," 14 August 1950. Also Radio Results in the 31 July and 25 September 1950 sponsor.
Q. Have you published any articles on the use of institutional advertising on radio during World War II?
Advertising agency media director, Cleveland
A. See the 11 September 1950 issue of sponsor, "A sponsor's view of World War II," and 18 December 1950 issue, "M-Day for sponsors."
Q. How long has Roundup been a regular SPONSOR feature?
Advertiser, Minneapolis
A. Roundup was started with our 24 April 1950 issue and appears regularly in every issue.
Q. Have you written any stories on the use of radio/TV by undertakers? Radio station, Fitchburg. Mass.
A. sponsor hasn't carried any stories on the successful use of broadcast advertising by undertakers. ABC has rigid objections to accepting advertising from cemeteries selling plots and MBS has never accepted such advertising, sponsor's "How times have whanged!" in the 4 December issue mentions in brief Conesloga Memorial Park on WGAL-TV, Lancaster, Pa., and several California TV stations accepting cemetery advertising when it was tastefully done. We suggest you contact WGAL-TV in Lancaster, and the Southern California Broadcasters Association in Hollywood for further details.
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