Sponsor (July-Dec 1951)

lishment and portrayal, radio programing this fall should reach a new high. Leonard Reeg Vice President jor Radio Programs ABC New York 510 MADISON {Continued from page 11) 'Front Page." All our sponsors have to do is "tell it to KIBL Latin American announcers and let KIBL tell it to them."' The listening audience will respond to an incredible extent ... if I say "Go to C. R. Anthony and ask for Blackie Gutierrez, their Spanish clerk ... let him wait on ^ on" . . . sure enough they'll do just that . . . and they will buy from him whatever might be the articles advertised . . . Sincerely, your amigo, Al. Velazquez Spanish Program -Director -Producer KIBL Beeville, Tex. S MM"*' SELL. GAS * OIL'. LANG-WORTH FEATURE PROGRAMS. Int. 113 W. 57th ST., NEW YORK 19. N. Y. Kttuvrk ('atitrc Prwams al Ctxal Statum Cost Congratulations on your article "How to win with Juan.'" Our interest goes much further than the fact that the article brought to light many important facts concerning an almost forgotten segment of our bustling population— a very large segment. Until recently, we have had a hard time convincing advertisers that these people existed, that they spend lots of money, and that they buy, in many cases, the same merchandise that everyone else buys. We have been serving the Fort Worth-Dallas area with a very fine Spanish language program since 1947. The air time we devote to this program has increased from 30 minutes a day in the beginning to three and onehalf hours per day at present, and on many days even more time is needed to serve the many advertisers who have found the program profitable. This is the only Spanish language program in this area (there are no Spanish language newspapers) serving an area of 150 miles in all directions from Fort Worth with 1.000 watts nondirectional. This includes Dallas. Fort Worth. Waco, Wichita Falls. Abilene and Tyler, to name some of the larger centers . . . some 34 North Texas counties with a population of over two million. As a conservative figure we estimate that 125.000 of this population is Spanish-speaking, and it's growing bv leaps and bounds. Lewis Love General Manager KWBC Fort Worth SPONSOR: IDEA SPARKER This is written as a tribute to sponsor and its real effectiveness as a "use" magazine. Recently, and on very short notice, I was asked to give a talk to the Advertising & Merchandising class of the Evening School of the University of Tennessee in Memphis. I agreed, and then came the awful business of "what will I talk about and when will T get time to get something together?" You probably know what I did. You're right! I started routing through current and old copies of SPONSOR for a topic. Of course, I found it — in the 12 March issue there was the swell article "How not to buy time." It provided a wonderful, meaty sub ject, one that I could talk on easily I having been on the receiving end of too many bad buys I and one that provoked a lot of good questions. Here are my sincere thanks to you and sponsor for providing my dull brain with the right idea. Harold F. Walker Commercial Manager WDIA Memphis SPONSOR INDEX SHEETS A short while ago, you furnished subscribers with an index sheet showing a classification of SPONSOR articles by subject matter. Somewhere or other I have mislaid mine and would appreciate your sending me another one. C. Ross Littig, Jr. Radio Department J. Walter Thompson Chicago • Indev sheets to most SPONSOR articles are available to subscribers on request. FORUM HYPOS CALLS I thought you may be interested in knowing that your invitation to join the "Mr. Sponsor Asks" forum in the 26 March issue was responsible for keeping our switchboard rather busy for a couple of days. Manv friends of mine, whom I haven't had a chance to see in the past few months, called and we had some pleasant hours of conversation. Bob Brenner Radio-TV Director Lenin. Williams & Saylor, Inc. Nerv York IN DANVILLE, VA. BUY THE OLD ESTABLISHED ESTABLISHED 1930 HIGHLY RATED 52 e AVERAGE WINTER 1951 ABC STATION WBTM HOLLINGBERRY 58 SPONSOR