Sponsor (Jan-June 1951)

Kids, both on radio and TV, is particularly liked by grandparents. (Miles is now extending this TV effort with announcements in 13 top markets on an 18-week schedule. ) Even the News of the World was improved despite the somber state of the world described in the broadcasts. Simplify ing the language, it was found, brought large audience increases. Audience testing provided Carlton Morse, creator of One Mans Family, with data on the relative popularity of various members of the famous Barbour household. The 15-minute dramatic series is heard across the board over NBC 7:45 p.m.-8 p.m. Miles also watches audience reactions on commercials. Should the messages be in jingles, dialogue, or straight delivery? When should the) be inserted during the program? Schvveriri has to provide the answers. The Elkhart firm has been working with A. C. Nielsen since the earl) Thirties when it became one of the pioneer users of the Nielsen Drug Index. Wli n the marketing research agency began measuring radio audiences eight years ago, Miles became one of the first clients for this service, too. Never one to rest back with just a good share of the market, the Indiana drug firm is always curious about those radio listeners who do not hear its advertising. (Thirty-one million out of 42 million I .S. radio families weekly hear the Alka-Seltzer message. I Nielsen is asked to evaluate the special characteristics of this group, and once the answer is worked up the Wade agency looks for the program that will A STRATEGIC HIT! Leading National, blue chip advertisers are discovering every day that KEYSTONE'S affiliated stations produce results when you want to reach the high purchasing power of the small town and rural markets! And, according to BMB studies, these small home town stations produce the highest listener-loyalty. The Keystone Broadcasting System has more than 400 Stations ready to take you into this tremendous market . . . RIGHT NOW! And there's not a single KBS station located in a TV-station city . . . KBS is beyond effective TV! Write today for information on the only established and growing Transcription Network . . . where one order only buys an attractive and productive package! KEYSTONE BROADCASTING system, inc. 580 Fifth Ave., New York, N. Y. • 134 N. LaSalle St., Chicago *^ appeal to that audience. Nielsen makes use of the fixed sample group of homes where his audimeters are installed for the consumer index. A pantry audit among these families shows what listeners become customers for the drug company. Miles Learns how its sales in particular areas compare with the competition through the Nielsen Drug Index which records the movement of goods across drug counters in a 60-day period. Such data is not only related to radio advertising. The drug firm also checks on its car card, magazine, and newspaper usage (about 10-15% of its promotion budget I. Miles was a hea\ \ user of car cards during the Thirties but has since tapered off in this direction. But year-round cards in major cities are still the most outstanding of their kind, featuring top notch cartoons and jingles. Newspapers and magazines, which have always had a place on the Miles ad budget, were used last year to help introduce two new products. Tabcin, an anti-histamine. and Bactine, an antiseptic. Tabcin gets a heavy play in the newspapers, mostly large city dailies, during the cold and hay fever seasons. In addition to its fame as an advertiser, Miles is known as the father of fair trade legislation. This drug firm has been in the forefront of the fight for retail price maintenance for a generation. The late Edward S. Rogers, the company's legal counsel, had an important role in the writing of one of the first fair trade laws, the act passed by California in 1933. This aggressive spirit has distinguished the Miles operation throughout its 66-year history. Add to this the powerful air advertising techniques developed during the last 18 years and the epic story of Alka-Seltzer shows no sign of diminishing. The chapters to come in future years should be at least as significant. * * * MEN, MONEY & MOTIVES {Continued from page 6) ing is that "action" results, and people love action. Mad-dog killers, largely unexplained and largely unmotivated foul deeds evidence not "action" in the story but intellectual "inaction" in lazy writers of low-grade literary invention. The smarter sponsors are catching wise to the racket of pandemonium used in 29 JANUARY 1951 85