Sponsor (Jan-June 1951)

People are faithful in Quebec — especially in their listening habits. For instance, the latest listenership figures just released by the B.B.M. disclose the following revealing fact: 295,540 French Canadian families listen to CKAC regularly at night, 311,100 listen regularly by day!* These circulation -figures are greater than that of any daily newspaper or other independent radio station in the entire Province ! Yes, CKAC reaches the heart of French Canada — covering all counties in Quebec, blanketing close to 70% of the total number of radio homes in the Province. It's no wonder that CKAC gets Tesults— -at a very modest cost per listener. *On 6-7 times per week listenership basis. CBS Outlet in Montreal Key Station of the A TRANS-QUEBEC radio group CKAC MONTREAL 730 on the dial • 10 kilowatts Representatives: Adam J. Yourvg Jr. • New York, Chicago William Wright Toronto Madison TIMEBUYER CONFESSIONS I want to congratulate you on the excellent strides you've made with sponsor. You certainly have succeeded in finding a different way to present the problems of broadcasting. I read the article you had in your 4 December issue, "Confessions of a New York timebuyer." This must have been an answer to an editor's dream, judging by the amount of controversy if started. However, I'm wondering if this was a service or a disservice to radio advertising. The young man was certainly not typical of anything but a slipshod, lazy timebuyer. It's easy to understand why he spent less than two years in that end of the business. From my observation, this article has tended to undermine the confidence of some advertisers and sponsors in the services they get from an advertising agency. Was this your intention? Such a result is unfortunate because there are a lot of sincere people buying radio time who have conscientiously tried to use every bit of data available to do a sound, constructive buying job. It's a shame to have them blacklisted and smeared because some smart aleck wants to boast about how he "got by," how he did an inexcusable job because he was too "uneducated'' and/or too lazy to do a fair, conscientious job. Should we discredit everyone because of one blackguard? Are all physicians and surgeons to be smeared because some guy boasts he's a quack? Harlow P. Roberts Executive Vice President Goodkind. Joice & Morgan. Inc. Chicago CRAUER ARTICLE Congratulations on a fine article about Ben Grauer in the 1 January issue, "My twenty years with sponsors. I la\ c long felt that too many times commercial copy (whether agency or local ) becomes stereotyped to a point where it is impossible to do justice for the sponsor. In the case of local copy, you have an opportunity to make the siiaiM'stions without too large an outiay of cash for telephones or telegrams. On agency copy, it is an entirely different thing. I agree with Ben, though, when he states that in the majority of the cases a lot of thought has been put into copy to "punch" certain phrases or words and the announcer shouldn't lose sight of this fact. I sincerely hope that many of the agency people read this article and will grasp what Mr. Grauer is trying to suggest. Keep up the good work. Yours is a magazine that gets read, reread, and constantly referred to by not only the undersigned, but also the sales staff of this station. Raymond G. Ulbrich Station Manager WDM] Marquette. Mich. JOHNSONS WAX REBUTTAL I note a squib in your 20 November issue (Applause, p. 84) crediting us with having guts and also for admitting we had made a mistake in thinking we could do a full advertising job without radio. It's nice to be told that you have guts. We are willing to admit that, but we have never admitted to making any mistake in the choice of advertising media during the past year. Sales for the year just concluded have been the largest in our history. William N. Connolly Advertising Director S. C. Johnson & Son, Inc. Racine. Wis. WLW PRESIDENT COMMENTS Your editorial on the NBC rate reduction, I thought, was very fine. I enjoyed reading it and believe you could not be more right. R. E. Dunville President WLW Cincinnati GROCERIES ON THE AIR Swell story on "Grocery stores on the air!" Can use a couple of copies of the story as soon as you can ship them out. Thanks for a job well done. Burt Levine Commercial Manager WPWA Chester, Pa. 16 SPONSOR