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I 0.0 00 WATTS NIGHT
National Representative
THE KATZ AGENCY
Sets in Use in Nashville (before TV)
.Tan Feb 1950 37.4
Sets in 1 '^e in Nashville (after T\ )
Jan-Feb 1951 32-5
A loss of 4.9
This figure (4.9) represents a drop of II in Nashville tune-in. Obviously, this percentage applies to home count) only. Of all the TV sets sold in primarj area. 75$ have been placed in home county. 25r< in outside counties. I sing this as a yardstick, reduced tune-in for outside counties is \ i that of home county, or
M.O'; of 84,820 home county radio
families 11,875
290 outside home county radio families 3,090
Net loss 14,965 *"On Hie assumption that each TV home formerly was a radio home but bad since eliminated evening listening. . . ." Gain in radio homes between L944 and
1949 58.649
Los in tune in between 1950 and 1951 14,965
Net gain in radio homes 43,684
On overall night tune-in, primary, secondary and tertiary, BMB's 1949 report showed WLAC with an 8')' , gain over the measurement made in 1946. Station comparison — Hooper :
I 94 I dan-Feli Share
Of Audience Wl.AC ISIJ.K WSM 51.3
1951 dan Feb Share
of Audience WLAC 31.3 WSM 31.5
Irani 0.5 Loss 19.8 Average Night Ratings:
194-1 — WLAC 11.2 WSM 18.7
1951 — WLAC 10.4 WSM 10.4
WLAC Loss 7.7', 'WS.M Loss 44.0% *It is noied that WSM is ". . . given no cuthack under the formula." This displays Rood judgment. WSM's rates are generally recog
IN DANVILLE, VA.
BUY THE
OLD ESTABLISHED
EST ABL I SHED 1930
HIGHLY RATED
52.8
AVERAGE WINTER 1951
ABC STATION
WBTM
HOLLINGBERRY
JOE ADAMS
REACHES ALL
NEGROES
IN LOS ANGELES IX f\ \ At I 5&co WATTS
IX \J W L CLEAR CHANNEL LOS ANGELES ■ SANTA MONICA. CALIF.
nized as being too low, and even with the tunein loss as shown above, their rates still are under what they should be.
We heartily endorse the statement that ". . . the user of spot radio must be considered. He is obviously concerned with the relative values of time on individual stations." However, this surely does not represent new thinking —it always has been true. That is why WLAC has consistently maintained rates below the actual value of the service rendered.
When we count up our mail we are all the more convinced of the reasonableness of our rate structure. In 1950 WLAC's mail count passed the 900.000 mark, almost 10,000 in excess of that received in 1949. A station that can draw mail in such volume is bound to "make friends and influence people" in behalf of the accounts using our medium.
We understand that ANA arrived at its rate-reduction figures on the basis of an "analysis." We have not seen the analysis they made of WLAC, so we shall have to content ourselves with the one produced by our own auditors. We hope it makes as much sense to you as it does to us.
F. C. Sowell General Manager WLAC Nashville
FIRESTONE'S 23 YEARS IN RADIO
In the 26 February issue of sponsor you had a very wonderful article entitled "23 years with the same program.
KLIX
In one of the west's
RICHEST MARKETS
Idaho's Fabulous Magic Valley
Ash Hollingbcry I
ABC at Frank C. Mclniyre
Twin Falls, Idaho \ V. P. and Gen. Mgr.
HEADACHE?
Toss TV
film spot problems to TELEFILM Inc.
Hollywood (28) Calif, since 1 938
82
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