Sponsor (Jan-June 1951)

Record Details:

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couldn't play the same song that had been on another station's program. There were no writers available, so I had to do a large part of the writing myself. I not only had to buy the time, but I had to produce the show which included musicals and quiz programs. But I understand things have changed since then." P.S. (Continued from page 121 sociation ( Committee for Development of Government Data), American Association of Public Opinion Research, American Newspaper Publishers Association, Inc. I Bureau of Advertising), Magazine Advertising Bureau, Inc., Market Research Council, Media Research Directors Association, National Association of Broadcasters, and National Association of Magazine Publishers, Inc. MR. SPONSOR ASKS (Continued from page 75) Too much emphasis has been put on "success" stories in radio rather than the specific benefits that it can offer as a mass reasonable medium. True, success stories are often interesting and most helpful to national advertisers but there are also instances where the story has not been one of success and advertisers are always I ready to point out stories ©f this kind to counteract the "beautiful" ones of success. IN DANVILLE, VA. BUY THE OLD ESTABLISHED ESTABLI SHED 1930 HIGHLY RATED 46. 0 HOOPER AVG. S PERIODS. WIN. 1990 ABC STATION WBTM HOLLINGBERY 1 think the BAB could do an excellent job with their member stations in getting them to present their own station information in a unified form listing the homes reached both by metropolitan market areas and urban and rural distribution. This information would allow for more rapid market and station analyses and comparisons and help in the selection of the cities in which radio would be most beneficial to the national advertise*. Along with many others, I am anxiously waiting for BAB to get into operation and hope that they do a job that will justify radio's efficiency and importance. Paul Gaynor Vice President Buchanan & Co. New York TOOLS available to sponsors Here are informational tools that sponsor feels can be of use to you. Requests for material must be made within 30 days. A 140 "Radio News Is Bigger Than You Think," Free & Peters, Inc., New York — is a 20-page booklet reporting the results of a survey among almost 3,000 radio families. AT 41 "Silver Anniversary," WRVA, Richmond — points out the progress made by station over 25-year period. Booklet includes information on staff, promotion, programing, and special events. A142 "Lourenco Marques Means Business," Lourenco Marques Radio, Johannesburg — reports present and probable future cost-per-thousand listeners to Lourenco Marques. A 143 "WMAR-TV," WMAR-TV, Baltimore— is a descriptive and pictorial record on the station's third anniversary. The brochure contains information on remote operations and station personalities. A 144 "Eat at Joe's," Westinghouse Radio Stations, Inc., Washington, D. C. — gives facts and success stories on advertisers who have used radio stations KDKA, KYW, WBZ, WBZA, KEX, WOWO, and WBZ-TV. A145 "Sales Don't Stop at the CityLimits . . . and Neither Does WWL," WWL, New Orleans — tells how much territory outside New Orleans is covered by 50,000 watt, clear-channel WWL. A146 "An Extra Come-On For Your Customers," KTTV, Hollywood — explains some of the promotional activities of KTTV in a fold-out brochure. A 147 "A Market Study of North Vancouver City-District and Port Moody," CKNW, New Westminster, B. C. — describes early morning and late evening listening habits of the population of North Vancouver City. A 148 "Television Dictionary," American Telephone and Telegraph Company, New York — includes TV definitions in everyday language to help readers better understand terms used in describing TV and color TV in particular. A149 "Help Wanted," Free & Peters, Inc., New York — describes seven radio saleswomen and their programs. The 16-page presentation lists the advertisers who have used them successfully. A 150 "Guide to Layout and Reduction of Art for Television," KMYV, Omaha — is a four-page guide that lists "do's and dont's" in preparing artwork on TV. A151 "Report to Advertisers and Advertising Agencies," WOAI-TV, San Antonio — is a summary of answers received from a postcard questionnaire mailed to 5,080 television set owners in the San Antonio area. SPONSOR 510 Madison Avenue, New York 22, N. Y. To obtain any of the tools listed, place check in boxes pi A] 41 to right. COMPANY ADDRESS CITY & STATE □ A140 □ A146 □ A141 □ A147 □ A142 □ A148 D A143 □ A149 □ A144 □ A150 D A145 □ A151 29 JANUARY 1951 103