Sponsor (Jan-June 1951)

the pattern has been short-term buys on a spot basis. One exception is the Fulton Lewis .show, which Sonotone tried first on KHJ, Los Angeles; it pulled so well that it was extended throughout the Don Lee network. Last year Sonotone had a saturation campaign on WOR, New York. It was so successful, reports Alfred Atherton of the Atherton Agency, that his client was ready to try a similar campaign over the whole Mutual network this this year at a cost of about $65,000. This saturation campaign is actually an elaborate test. The sponsor may decide to continue this technique or an individual personality or program might be stressed. Different box numbers for the various shows are being mentioned on the booklet offer so that the advertiser will know which shows are pulling best. How well advertising can pull for a product has no better illustration than the 10-year growth of Beltone. In 1940, Sam Posen and his wife, Fay, started the hearing-aid company in a small one-room combination factory anil office in Chicago. The first advertising in 1941 was a series of small newspaper ads. By 1943 sales volume had become large enough to justify Miss Bernice McTagert J. Walter Thompson Co. Chicago, 'Ilinois Dear Bernice: Jest wait'll yc u tell them Norge fel lers 'bout this! 5775 Jest seen th' Hooper report jer Charleston, West Virginny jer November December, 1950, Afi/'i'ltfi m an hit shows sA thet WCHS is (l/i'fmJ/T'f lurm definitely West 1 irginny's Num ber One Station ! QO?JE t v th' total time AVtflLi; periods rated, /GET i 7 All WCHS had 43.2 |yo u } w\\ percent uv th' moreI audience — iTHANt more'n two an' a lALH halj times as lOTHCft much as th' next &003, rankiii station ! wfi Jest think how many folks is ^ ahearin' them Norge 'nouncements, Bernice! Take hit ) rum me! Yuh jest cain't make a I etter buy then WCHS! Yrs. Algy w c H S Char leston, W. Va. spending $10,000 on promotion. Since that period the ad budget has risen steadily until it hit $1,500,000 this year. Until last year most of the large ad appropriation went into black and white. Over-all advertising is under David Barnow dynamic sales manager, and Fay Posen. Advertising appropriations are not expected to be cut as a result of the war situation. Although hearing aids are made from scarce war materials, officials of the top companies point out that hearing aids were listed as essential in the last war to provide the fullest utilization of manpower. This would mean that the industry would be able to continue the remarkable growth achieved in the last 15 >ears. The introduction of the vacuum tube in 1936 enabled the manufacturers to make large advances in producing small aids with greater effectiveness. Considerable education is still needed before hearing aids are accepted as easily as eyeglasses. An industry-wide $40,000 a year public relations campaign is one approach that is being used. But the most progressive thinking in this field is that radio promotion will prove to be the powerful battering ram against the resistance to their aids. • * • MAGAZINES ON AIR {Continued from page 35) the camera so that viewers will recognize that particular issue on the stands. To provide a national atmosphere for some of the commercials, Tex is shown at the Times Square news stand for out of town papers. Another facet of the show that ties in neatly with periodical promotion are the interviews. Whenever possible the guest appearances are based on articles in the issue being plugged. For example, on one show Jinx spoke with two Marine photographers who had just flown back from Korea. An article on their experiences was featured in the Post issue advertised on that program. The production schedule for this show is no breeze. Shooting is done three weeks in advance of air time. Page proofs are received from Philadelphia on Tuesday mornings and put together by the BBDO art staff for the actual shooting the next day. The film is made in one day, eight hours, to save time and expense. The 35 mm. film is hurried through the laboratory the only magazine lUU/o tuned to broadcast-minded national advertisers and advertising agencies Shortest Distance between buyer and seller 12 FEBRUARY 1951 69