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television problems of the day" by personally interviewing 750 New York area televiewers.
(b) Special qualitative and quantitative TV studies of programing, advertising, commercials, etc.
(c) Special qualitative and quantitative radio research studies.
(d) Special qualitative and quantitative market research studies. Advertising Research Bureau, Inc., 705 Central Bldg., Seattle, Washington.
Irregular, by arrangement studies comparing the sales effectiveness of radio and newspaper advertising at the retail level. Retail store spends equal amounts in radio and newspaper to sell same item, ARBI finds out which medium brought sales that result. Schwerin Research Corp., 2 West 46th St., N.Y.C.
(a) Audience tests of radio programs and commercials to discover "liked" and "disliked" parts, and why.
(b) Same as (a) above, for television programs and commercials.
(c) Separate tests of sponsor-identification, product-acceptance; and related marketing problems.
(d) Audience tests of films. Daniel Starch & Staff, 420 Lexington Ave., N.Y.C; 101 E. Ontario St., Chicago.
(a) Monthly report on TV commercials, showing audience reaction, brand acceptance.
(b) Special pre-analyses of TV commercial storyboards.
Contests and premiums
Q. What is the fall trend in contests?
A. Contests have been a heavy favorite of advertisers lately and ad agency experts in the field predict even more contests come fall. They point out, however, that more contests mean fewer responses to each individual one. Spotting contests to avoid a crowded field is the key to successful returns.
Q. What is the fall trend in premiums?
A. Premiums have been on the uptrend over the past few years. W. P. Lillard, president of the Premium Advertising Association of America, reports a 30% increase in such offers over the past year-and-a-half. But there will not be an increase in next
CLUB 1300, WFBR's great daytime audience show, has the highest Hooper of any radio show in Baltimore one hour or more in length.*
This is it! The show that does everything, that always plays to a full house, that has broken records year after year, that attracts visitors in such droves that tickets are gone months in advance! This is the # 1 radio buy in Baltimore — far and away the leader in its time bracket— or practically any other bracket! CLUB 1300 is a must in Baltimore!
Other WFBR-built shows are making history, too! Ask about Morning in Maryland, Shoppin Fun, Melody Ballroom, Every Woman's Hour, and others! *May, 1951, Hooper report.
FABULOUS RESULTS:
VEGETABLES
A spot advertiser on CLUB 1300 tried a coupon Writein offer. Three announcemen ts brough 1 9.000 replies !
TICKETS
CLUB 1300's m.c. madeone announcement that there were a few tickets available for Monday broadcasts. Three days later, he dug out from under requests (or 125,000 tickets!
CANCER DRIVE
We took CLUB 1300 to a local theatre for one broadcast. Ticket holders — (no big donations) paid over $1600.0,0 to American Cancer Society to see the regular show! (No big names, either!)
FOOD SHOW
Biggest crowd in Baltimore Food Show history came to see one broadcast of CLUB 1300.
. . and others too numerous to mention.
ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY
16 JULY 1951
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