Sponsor (Jan-June 1951)

Buying in Atlanta? Here is your guide to more sales faster in this one hundred million dollar market W E R D . . . 1 .000 watts 860 on every Atlanta dial WERD... reaches purchasing agents* with the fiercest hrand loyalty. DATA FOR A SALESMANAGER How WERDville dollars are spent: Food .. 30.1c Clothing 17.7 Housing, utilities I 5.7 House furnishings 10.8 Alcohol 5.0 Auto _. _ 4.0 Other trans 3.2 Recreation 2.6 Tobacco 2.5 Personal Care .. 2.3 Education 2.0 Medical (Prof.) 1.8 Reading 5 Other 1.8 $1.00 Hooper audience share for April 1951 Day Time Rating Mon. thru Fri. (8:00 AM-I2:00 Noon) 14.0 Mon. thru Fri. (12:00 Noon-6:00 PM) 10.9 Sunday (12:00 Noon-6 PM) ._ 11.6 Write for proof of performance! Joe Wootton Interstate United Newspapers Inc. 545 Fifth Ave. New York 17, N. Y. *.Wfcr" Hrand liuyers elicited among agencies is an indication of the interest there is in spot radio data. Over a dozen top agencies wrote to her offering encouragement. At least one top-10 agency vice president has offered her advice and spoken of attempting to line up agencies behind her effort. Miss Edgerly's difficulty in obtaining dollar figures helps explain the reason behind Rorabaugh's decision not to go after spot information by dollars spent. "Anybody who knows how reps operate." he says, "also knows how they think. Asking them to report their dollar figures is as unrealistic as to expect Macy to tell Gimbel. If there are two things in this business that reps will, and should, keep secret, it's station billing and expiration dates." Rorabaugh points out that it will be possible for subscribers to use his reports together with station rates and come up with time charges by individual brands. These figures will be gross, not taking into account any belowcard-rate deals or frequency discounts, but they would be comparable to the gross network time figures long published by P.I.B. and considered a satisfactory standard for web radio, TV. Rorabaugh does not plan to publish such figures in his report, preferring to leave that job up to individual subscribers. * * * MR. SPONSOR ASKS {Continued from page 43) from radio to television smoothly and efficiently. I his transition has not been made quickly or without graduation of thoughts or ideas. To best illustrate m hat I have in mind, let us go back some years to the era of radio in its infancy. To set forth an effective sales campaign, radio in those years, without benefit of sight, depended primarily upon high-powered, hard-hitting sales messages, necessitating constant repetition so that prospective consumers would remember the product heard oiul would possibly be vulnerable to its message. With the passage of time, however, came the advent of jingles, dramatized situations, and informal dialogue, all smooth!} integrated achieving a more listcnable. easiei --lo-disrest commercial. Thus, the transition from earlier-type commercials to the ones previously mentioned, indicates the progressiveness of radio copywriters. Upon this scene has come this wondrous new medium. Television. How would they cope with this new "baby"; a "baby" with sound plus sight? Radio copywriters had already made a transition in copy style from hardbitting, constant repetition to a more informal st\le. Television would require the same format with the addition of still more informality in theme. As a result, they have integrated jingles with the advantage of using film animations, film subjects, and homeycommercial copy. Yes, homey to the extent of being facetious in some respects. Witness, for example, the remarkable progress by Arthur Godfrey in selling tea and soup. This type of copy delivery plus the easy informality in the integration of commercials appearing on The Goldbergs, Mama and other programs clearly indicates that radio copywriters have made the transition from one medium to another with intelligence, finesse and foresight. Jack Bucholtz Chief Copywriter William Warren. Jackson & Delaney New York 510 MADISON {Continued from page 10) the ANA Radio-TV chairman. Perhaps you have seen it. but I am referring specifically to his statement: "When "Just get a load of Elliott-Hayncs survey oj total listening in a 100 mile radius of Vancouver — I'm TOP DOG." 76 SPONSOR