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A. One contest, notable for its publicity and public relations by-products, is the link-up between General Mills and Merrill Lynch, Pierce, Fenner & Beane. The food firm and stock broker outfits joined to put on an "I like Wheaties because . . ." contest, with $25,000 in common stocks as first prize. Total outlay for prizes: $50,000. Winner can use expert advice of Merrill Lynch to buy his portfolio. Unique offer promotes Wheaties — and the idea that "just plain folks" can buy stock in U. S. business.
Another very successful promotion, a recent offer by the Hudson Pulp & Paper Company, cost the company about $250,000. Hudson uses both radio and TV, wanted to get some measure of their respective sales pull; the napkin-making firm was also after a broad sample of customers and potential customers for later market surveys.
The quarter-of-a-million dollar tab was run up by filling some 500,000 requests for free napkins. Offer was made over WGN, Chicago; WBZ, Boston; WBZA, Springfield, Mass.; KDKA, Pittsburgh; CKLW, Detroit; WFIL, Philadelphia; and WOR, New York. John B. Gambling, WOR morning man, pulled a remarkable 181,000 inquiries. Television coverage came from 30 CBS-TV outlets carrying Hudson's Bride & Groom show. Company is reportedly pleased, may repeat the offer despite the considerable expense — which they figure has already come back in form of increased sales and valuable publicity.
TV film trends
Q. What is the trend in use of film for programing on TV?
A. A recent survey by Paul White, vice president of the National Television Film Council, indicates that an average of 17 to 19 hours of film per week is used on the average TV station. This amounts to about 20% of the total time available on stations with 12-hour-a-day operations. White predicts that by December 1951 film usage will have risen to 30%. He points out that at least two big network TV shows will return in the fall on film, instead of live as before.
Q. Are there any significant trends in TV film commercials?
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SYRACUSE, NEW YORK
42.2
37.2
-in 30 of 40
Quarter Hour Daytime Periods
Monday thru Friday
2nd in 8 Periods
Look at the Share-of-Audience You Get on WFBL \
20.4
20.6
18.0
14.8
12.7
13.6
10.2
WFBL
Station B
Station C
Station D
Station E
All ratings from Hooper Winter-Spring Report — December, 1950 thru April, 1951
Compare and you'll buy . . .
WFBL
• Syracuse, N. Y.
FREE & PETERS, INC. Exc/uJiVe Notional Reprejenfof.'vej BASIC
16 JULY 1951
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