Sponsor (Jan-June 1951)

STOP SUGAR COATING [Continued from page 38 I his carefully blended — easy on your throat— longer lasting fag. There he stands with a library background— with glass in hand — showing off to advantage his 2-carat flasher. We then read that Mortimer's liquor larder is bulging with that good Old Shotgun Whiskey, composed, developed, and bunged over 16 years ago; also that Old Shotgun is what it is, because of the conscientious, untiring, and paternal care given to it by its old master distiller, who knows his corn juice recipe. Yes, it is this trundlebed care of Old Shotgun in a specially prepared, charred oak-staved vat la secret with the O'Bourbon Company I that gives it that mild, smooth, exquisite, subtle bouquet, and alluring "come-on-let'shave-another" flavor. Mortimer has just returned from the hunt. His dogs are tired and so is his faithful registered, pedigreed mongrel by his side. So Mortimer pours himself a stiff snorter of Old Shotgun and poses while the candid camera man shoots Mort while the cameraman sips some of the same. Why. of course, Old Shotgun! These two examples suffice to show the type of exaggerated piffle that bursts in on Mom as she tries to untangle one of the problems on her favorite program The Schoolteacher Who Went Astray, or while Dad wet-thumbs page after page in the latest copy of His Fireside — for men only, while looking for the concluding chapter of "Twelve Minutes Past Twelve." What do the readers think? Do listeners to radio programs really believe what they hear? How do they react to this zany appeal for business? Is it good advertising? I doubt if anyone will ever know, regardless of all the precise research that any scientific organization could make. I would not venture a guess, but if the current reaction as expressed in some few statements that I heard can be taken, collectively, as a barometer by which to measure public thinking. I would say "there will be some changes made"advertisingly speaking. In a rather casual manner. I made a few notes on several little trips across town — just to sense the thoughts of the YOU MIGHT GET A 128 BLACK MARLIN * a BUT... YOU NEED WKZO-WJEF AND WKZO-TV TO LAND BUSINESS IN WESTERN MICHIGAN! WKZO, Kalamazoo, and WJEF, Grand Rapids, catch the biggest radio audience in Western Michigan. In their home cities, listener-preference is so heavy that we've even quit subscribing to Kalamazoo Hoopers! Out in the country, 1949 BMB figures give WKZO-WJEF a 46.7% increase over 1946 in unduplicated Daytime Audience — a 52.8% increase at night! Yet WKZO-WJEPs combination rate is 20% less than the next-best twostation choice in Kalamazoo and Grand Rapids! WTien it conies to television, WKZO-TV is the official Basic CBS Outlet for Kalamazoo-Grand Rapids. Coverage includes five Western Michigan and Northern Indiana markets with a buying income of more than one and a half billion dollars! WKZO-TV telecasts to more receivers than are installed in such metropolitan markets as Atlanta, Kansas City and Rochester. WKZO-TV, Channel 3, is first choice on most of the 120,269 sets within the .1 MV line. Write direct or ask your Avery-Knodel man for whatever facts vou need! 'tin 1926 Laurie Mitchell got one litis long, weighing 976 pounds, in Bay of Islands. !\ew Zealand. WJEF WKZO-TV WKZO ftpA in GRAND RAPIDS toPA m WESTERN MICHIGAN £*4 IN KALAMAZOO and KENT COUNTY AND NORTHERN INDIANA ] and GREATER | WESTERN MICHIGAN (CBS) ALL THREE OWNED AND OPERATED BY FETZER BROADCASTING COMPANY Avery-Knodel, Inc., Exclusive National Representatives 21 MAY 1951 69