Sponsor (Jan-June 1951)

New developments on SPONSOR stories See: "Mail orders by the millions" Issue: 22 May 1950, p. 28 Subject: Successful radio/TV mail offers In "Mail orders by the millions," 22 May 1950, SPONSOR describi d the successful RCW Enterprises set-up. Since then mail-order business has been hurt by fly-by-nighters. Net result has been a tightening of station regulations to protect the public. In addition to current inquiries being made by Postal official-, stations themselves have taken the matter into hand. WFIL-TV in Philadelphia requires that every product advertised for mail order be backed by a certificate of approval from a recognized testing laboratory or by reputation of an established merchandising firm. WFIX, New York, now requires information from the mail-order advertiser that includes: bank reference; two trade references who have had dealings with the advertiser in the past six months: and trade names being used by the advertiser. The station also requires that the advertiser have a showroom or retail outlet in the vicinity, or deposit $100 or more to satisfy listener claims should they arise. See: "How B & W climbed to 23 billion cigareUes" ISSUe: Two parts beginning 6 November 1950, p. 21 Subject: ^'r strategy of Brown & Williamson No change is expected in ,B & W's use of the air. Radio strategy described by SPONSOR in its two-part story. '"How B & W climbed to 23 billion cigarettes," 6 November 1950 and 20 November 1950. is given by the company as chief reason for its Kools' 22.6% gain during 1950. This in face of a general slipping in leadership by the Big Three: Camel. Lucky Strike, and Chesterfield. B & W's Raleighs, advertised solely by radio, steadied off with a 7.1%, having gained 133% during the previous year. »ee: "Mohawk uses a new broom" ISSUe: 11 September 1950 Subject: Mohawk Carpet Mills, Inc. on TV Starting 12 March. Mohawk Carpet Mills. Inc. will supplement its broadcast of the Roberta Quinlan Show (NBC-TV) with radio. Through radio representative George Boiling. Mohawk has lined up some 27 radio stations for its special versions of the network television program. MCA already has a backlog of several months transcriptions stored away for use on the stations: they'll soon have enough for the three-times-a-week. 13-week schedule mapped out. Mohawk's plan is to put radio versions of the Roberta Quinlan Show into many markets still unserviced by TV. They will also drop their TV show on stations where time slots for kines are not to their liking, substitute radio transcriptions. Radio stations involved are merchandising the show heavily to Mohawk distributors, hope to prove radios power in comparison to television. COVERAGE Sure... We've Got It BUT... Like the Gamecock's Spurs... It's the PENETRATION WSPA*™ In This Prosperous $tf Jt\0* fcflN. BMB Report No. 2 Shows WSPA With The Largest Audience Of Any Station In The Area! AND... This Hooper Report Shows How WSPA Dominates This Area! HOOPER RATINGWinter 1949 8:00 AM • 12:00 N 63.2 12:00 N -• 6:00 PM 53.6 (Monday thru Friday) 6:00 PM 10:00 PM . . . 67.6 (Sunday thru Saturday) GIVE YOUR SALES A POTENT PERMANENT HYPO Represented By: John Blair & Co. Harry E. Cummings Southeastern Representative Roger A. Shaffer Managing Director Guy Vaughan, Jr., Sales Manager The No. 1 CBS Station For The Spartanburg-Greenville Market ? 5,000 Watts -950 On Your Dial 12 FEBRUARY 1951 21