Sponsor (July-Dec 1951)

COST-CUTTING TRICKS (SEE P. 182) SAVE SPONSOR FILM MONEY. ABOVE, SUBWAY ILLUSION IS CREATED FOR ALKA-SELTZER 6 Research . . . Because we think thai right now W heaties are doing an much as anybody to tell America about common stocks and the value of owning them. . . . Because Wheatics are dramatizing that story — on television, on radio, in the press — in a nation-wide contest, offering the winners $50,000 worth of common stocks as prizes. . . . BeeauBe Wheatie. asked our help ill running that contest ... in providing investment guidance for the prize winners — or anyone else for that matter — without charge or obligation. Of course, we were glad to do anything we could, because we've always felt that a lot more people should own common stocks and earn a return of 5% or 67' on their extra dollars. Then too, dollars invested in common stocks are more likely to keep their purchasing power than dollars that are simpU set a-idc. for over the years, as prices for food, clothing, and other necessities have gone up, so have the prices of common stocks. Apparently General Mills feel, much the same way. feels that sprearling nil ownership interest in American enterprise is the best possible way to preserve it. So if you'd like a chance to win the top prize — $25,000 worth of common stock just ask your grocer for an entry blank in the V, heaties contest today. And if you'd like to know more about common stocks what they are, how you buy them, why it might he good for you to own some — just ask us for a copy of our pamphlet "What Everybody Ou/thl to Know . . . About Thi, Stork and Hon,! Business You'll find it answers vour questions in words anvone can understand There's no charge, no obligation. Just ask for the "pamphlet on slocks" arid send rennet to l>'l AD-lt) Merrill Lynch, Pierce, Fewer & Beane 70 PINE STREET NEW YORK s. N V Telephone WHilrhall 4-1212 373 Madison Avi. (57th St.) 1407 BnOAOwAY(38thSt ) Tel MUrrsy Hill »616l Tel LOngane -t tss( N(«»t -44 Broad Si —Tel MArlcl 3-8500 S;ai»,W in Wesi Park Place— Tel: 4-7355 Radio-promoted contest offered stocks as prize Q. Are there any new trends in radio research? A.. Yes. With radio out to spotlight its claim as number one low-cost medium, media research outfits have expanded their radio services. Here are some examples of recent additions, as well as one which will be starting this fall. This June C. E. Hooper announced release of the first "Area Hooperatings." A survey commissioned by Cleveland's WTAM established the ratio between "inside" city audience size and "outside" area audience size. Once established, by a diary study of joinc (>(>() "inside" and "outside" listeners, this ratio was used to project regular Cleveland Hooperatings to the « ntire primary area of the station. Station WTAM. and others reported dickering with Hooper for a similar survey and service, will thus be able to claim credit for a larger share of their listeners. Agency timebuyers should he on the lookout for an increasing number of "Area Hooperatings" from 50,000 wallers, who have the most to L'ain from this new rating technique. Dr. Sydney Roslows organization. The Pulse, has been kept busy with special studies of out-of-home radio listening. A recent survey in 15 cities indicated that 45.5% of the people in these areas owned radio-equipped autos. Examples: 716,700 auto-radios in Chicago. 857.900 in Los Angeles. 301,600 in Philadelphia. Still in the talking stage is the most ambitious application so far of Advertising Research Bureau. Inc.'s lARBl's) unique point-of-sale tests of radio versus newspapers. Following the lead of Marshall Field and other huge department stores. Macy's is seriously planning a test. As previously reported in sponsor, ARBI tallies the actual sales resulting from a series of ads in a newspaper and a series of radio announcements. Money spent on printed advertising exactly equals that spent on radio. A year of such tests by AHB1 throughout the U.S. show radio the top salesman in over 95' , of the tests. Katlox. the low-cost electronic technique, which functioned in Philadelphia before closing down last year. ma\ he revived. 164 SPONSOR