Sponsor (Jan-June 1951)

if... California — the nation's Second Retail State — is your market . . . and . . . you recognize that SUCCESSFUL RADIO ADVERTISING demands local tie-in MERCHANDISING . . . you • • • ABSOLUTELY CANNOT OVERLOOK the Pacific Regional Network, your Best Salesman in California . . . because... the Pacific Regional Network, the nation's most flexible sales and merchandising radio station network . . . . . . offers to advertisers (1) network time purchase of any or all of 49 separate California AM radio stations; (2) outstanding programming; and (3) LOCAL radio sales promotion in all its ramifications ... at substantial savings in time, effort and money. For details write, wire, or phone PACIFIC REGIONAL NETWORK 6540 SUNSET BOULEVARD HOLLYWOOD, CALIFORNIA TED Mac MURRAY Sales Manager CLIFF GILL General Manager HI. 7406 PITTSBURGH NEWS STRIKE (Continued from page 29) BOA Statement rnent Store Economist (January, 1951). which termed the strike's effects on business "unexpected" and "fantastic": "Without newspapers, stores used circulars, direct mail, billboards, suburban weeklies, radio and TV. . . . When the strike was over, the big stores were reported to have spent as much for the makeshifts as they had budgeted for newspapers, at a loss of 12' < of sales. ... As to television, many observed that it fails to provide needed detail and the opportunity for comparisons— the lack of retention of information, much like radio advertising. As one commented: 'When you see it in the paper, there it is in detail and you can shop from it; when you see it on television, where is it?' ' Women s Wear Daily reported on 26 October: "The stores have resorted to substitute methods of promotion which are held to be costly and not as productive of results, for the cost, as are newspaper ads. . . . Radio advertising is held not to have the impact that newspaper ads have. . . ." And again, in Women's Wear Daily of 20 November, just as the strike ended: "All available advertising and publicity directors said they were resuming their normal newspaper promotions. . . . Several indicated they would immediately switch their budgets back to newspapers rather than continue with radio and other substitute media. ... It is generally held here (in Pittsburgh) that the newspaper strike showed that radio is not an effective media (sic\ for lasting impression either editorially or promotionally. . . . Circulars were deemed a most expensive and ineffective method of promotion." Pittsburgh's strike was costly — to business, to the community at large, and, naturally, to the newspapers. But it compensated for a good portion of that cost by providing a gigantic laboratory for the proper evaluation of America's daily newspapers. * * * BAB Statement burgh broadcasters subscribed to one or more of the news services from which the newspapers themselves obtained the news. For more extensive local coverage, 25 reporters on the strikebound papers were hired by the It's Teleways ^^ 99 for SUCCESSFUL Transcribed Show* Transcribed and ready to broadcast: RIDERS OF THE PURPLE SAGE 156 IV nun uit' top western musical pro grams DANGER, DOCTOR DANFIELD 26 half-hour exciting mysteries JOHN CHARLES THOMAS 156 15-minute shows with the King*s Men singing hymns of all faiths MOON DREAMS 158 15-minute romantic musical programs BARNYARD JAMBOREE 52 half hours of good hill-billy music STRANGE ADVENTURE 260 5-minute stories of interesting adventure OR Custoiu-Built Transcribed Shows For Free Auditions and Prices Write TELEWAYS RADIO PRODUCTIONS, INC. 8949 SUNSET BOULEVARD HOLLYWOOD 46, CALIF. Phones: CRestview 67238 • BRadshaw 21447 In Canada: Distributed by S. W. CALDWELL, LTD. Victory Bldg., 80 Richmond St. West, Toronto 96 SPONSOR