Sponsor (Jan-June 1951)

)) HOUSTON , TEXAS Nabisco Promotional Award Every year, during National Dog Week in September, radio stations throughout the country compete in Nabisco's Milk Bone Dog Food Promotional award {or 1950. And here's how K-NUZ did the job; Working with S. P. C. A., K-NUZ located 200 dogless homes for 200 homeless dogs. Three pups were featured each day on the disc-and-patter program called "Portcity Popcert." With each adopted dog went a month's supply of MILK BONE Dog Biscuit. Replies, queries, and congratulations mounted and in a few short weeks, the demand for canines outstripped the supply. S. P. C. A. marveled at the success, Nabisco was delighted with the increased sales, and the dogs — God bless 'em — wagged many a happy tail. ' For information call: FORJOE, National Rep. or DAVE MORRIS, General Mgr. at KEystone 2581 K-NUZ r, ©-IH Heatter, who usually speaks in the resonant tones of an impassioned clergyman, gives the commercials with all the eloquence that he devotes to the most important news. During one program he concluded a comment on peace possibilities by saying, "True enough we'll need a miracle, but if you don't believe in miracles, I don't know what you are waiting for in 1951." Then with almost equal fervor, he began the commercial. "Well, I know aboul anothei neai miracle and I'm leaving ray news for it. A personal word please. If you're hard of hearing, 1951 can be a miracle year for you — thanks to a remarkable Beltone invention." Heatter's gift for being inspiring about the product he sells was illustrated at a closed-circuit meeting which Mutual held when the program was first launched. Distributors and salesmen came to the Mutual station in the individual markets and heard talks over the closed circuit by Bob Schmid, Mutual vice president in charge of advertising, Ade Hult, Mutual vice president in charge of sales, Sam Posen, Beltone president, and then Heatter. "Gabe only spoke for a couple of minutes about the product," one radio official recalls, "but at the end of the broadcast he made the salesmen feel they were mounted on white chargers in a great crusade." A product that has possibilities for aiding humanity brings out the best in Heatter. The Beltone message is getting across throughout the country. Olian, a great believer in research, found that the difference in leads between the TV markets and non-TV markets was practically negligible. Like most big advertisers, Beltone is not closing the door on TV. A few tests are now being made in several markets. Beltone's veteran competitor, Sonotone, had been waiting for the right program for a number of years. Sonolone had a brief experience with network radio in 1936 when a 15-minute musical show was sponsored on Tuesday afternoons on NBC (Red Network). Results were unimpressive and the show was dropped after a few months . A year and a half ago this advertiser tried announcements on the Yankee Network with an encouraging response. C. C. Agate, Sonotone's affable director of advertising and sales promotion says, "We have a feeling that radio will do a job for us now. If it does we will go ahead." The Galen Drake program, 15 minutes of homespun philosophy, was selected as the best format for mention of hearing aids. Drake weaves the commercials into his commentary. I Lloyd, Chester and Dillingham, Inc., New York, is the agency.) A far different approach to radio is being used by Acousticon, a division of Dictograph Products, Inc. (Atherton Advertising Agency, Los Angeles, handles the account. I Acousticon will buy any format except swing and sports broadcasts (which have large numbers of young listeners). Otherwise their philosophy of selecting programs is the same as any other product. In its month-long saturation campaign, Acousticon is buying nine news programs, one special holiday feature, two Lanny Ross shows, one mystery show and one audience participation. Time bought comes to three hours and 45 minutes per week. (The news emphasis obviously grows out of the world situation.) Acousticon has had a spotty career in radio. Like Sonotone it tried network briefly in the past. A five-minute show was on Saturday evenings over \BC in the spring of 1943. Since then ABC WK*LO Louisville, K y . JOE EATON, MGR. Represented Nationally by JOHN BLAIR & CO. 68 SPONSOR