Sponsor (Jan-June 1951)

"Time Buyers" Stop Dreaming W^OX4A IN CALIFORNIA SETUP YOUR OWN NETWORK and SAVE 20% on time costs plus frequency discounts USE THE PACIFIC Regional Network which offers in California A NETWORK that provides: COMPLETE COVERAGE 48 Radio stations available to coincide with your distribution pattern . . . more than the other four networks combined. SPOT FLEXIBILITY enabling you to buy all or part of 48 separate markets. LOCAL IMPACT Local Selling with LOCAL MERCHANDISING. SAVINGS of money, time and effort with a single purchase and billing. NOTE TO EASTERN TIME-BUYERS We are new, but BIG I If you have not ■a^ -^<— —* + \ ^f seen our market Slii&alH rf*iM^T facility studyscribble your name on a'letterhead. %mmm& pacific REGIONAL NETWORK 6540 SUNSET BLVD. • HI. 7406 HOLLYWOOD • CALIFORNIA Bing Crosby Shoiv (CBS, Wednesday 9:30-10:00 p.m.), and Arthur Godfrey Time (CBS, Monday-Friday 11:0011:30 a.m.). It's also used on several disk jockey shows and on a small spot schedule. A typically breezy Bob Hope, Bing Crosby commercial goes like this: Hope: "Say Bing . . . you got a minute?" Crosby: "Ah sure Bob — we've got all the time in the world." Hope: "Don't tell me you own that too!" Crosby: "Never mind that stuff . . . get to work." Hope: "Okay . . . Folks, better tasting Chesterfield is the only cigarette that combines — for you — mildness, with no unpleasant after-taste. And you can prove that yourself. Just make our mildness test. . . ." Crosby: "Yes — mildness and no unpleasant after-taste are what you and I and every smoker wants." Hope: "Hurry up Dad . . . here comes the music. . . ." The music Hope refers to is the Chesterfield jingle, which finishes the commercial. If both men are appearing together, they deliver the commercial live; the agency merely supplies the idea and actual copy is turned out by Hope and Crosby writers. Agency copywriters are so familiar with this style, however, that they often write material for transcriptions. Main problem in turning out e.t.'s is that both men travel considerably, and with Hope in Korea, or some other out-of-the-way place, it's tough arranging a recording session. This new Chesterfield commercial style originated on the air in November 1950, replaced dialogue between the star and his announcer. Jingles are not new for Chesterfield, however. The company has occasionally usad Texas Jim Robertson to sing them. With Liggett & Myers' fantastically complex national advertising picture it's obviously impossible to trace results directly to their radio commercial. Especially since the new one is a scant four months old. Though Liggett & Myers' lower-priced cigarettes were hit heavily by import embargoes in the Philippine Islands, causing a general drop in business for 1950, Chesterfields remain third among cigarettes. 2. Title Procter & Gamble's Tide is the number one detergent on the market today. According to P & G, it outsells the next three laundry package products combined. A good deal of this enviable success must be attributed to the Tide jingle, a striking part of all commercials used on spot and network radio. Listeners to Life Can Be Beautiful (NBC, 3:003:15 p.m.) get a long version of the jingle as a lead-in to each transcribed commercial, also get a short version on the end, following hard-selling spoken copy. The longer version goes: Music: VAMP Group: "He wears the cleanest shirts in town . . . There isn't any doubt." Boy: "The girl I married knows so well . . . That when 'Tide's in, dirt's out Group: "Tide gets clothes cleaner than any soap . . ." Voice: "Any soap?" Boy: "Yes, any soap." Group: "You get the cleanest wash in town with T-I-D-E, Tide!" 3. Goodyear Tires Goodyear Tire & Rubber Company has one of the shortest, yet most effective "commercials" on radio. If you can call the following a commercial: "This program is brought to you by the Goodyear Tire & Rubber Company." A similar announcement, required by the FCC, closes the broadcast. Goodyear launched The Greatest Story Ever Told (ABC, Sunday 5:306:00 p.m.), on which these announcements appear, on 20 January 1945. There was a strong division of opinion among Goodyear brass as to whether such a modest mention could do the company any good. Six years later the tire and rubber company is well satisfied with its stern self-denial, proved it by expanding to the entire ABC radio network. Explains John Nanovic, Kudner Agency account executive: "Not only have surveys shown high sponsor identification with The Greatest Story Ever Told, customers write to the program enclosing sales slips to show their appreciation for it." On the artistic side, Goodyear's religious dramatizations from the Bible have won every radio award. Altogether Goodyear and its agency, Kudner, can be proud of the public service they've given listeners. And the commercial pay-off as well. 68 SPONSOR