Sponsor (July-Dec 1951)

r 1 WWRL NEW YORK CITY'S Sales Specialist . . . Moves Merchandise FAST, because on WWRL your sales story "gets through" to: 1. Millions of ForeignLanguage Listeners *2. America's No. 1 Negro Market "Pulse Report on request. Nothing matches WWRL's potent selling power of addressing foreignlanguage groups in their native tongues . . . each group is a big market, worth "going after" with a special campaign ... or, to add those extra, profitable sales to your over-all campaign in New York City. WWRL's Foreign-Language listeners are: Spanish Polish Syrian German Russian Lithuanian Czechoslovak French Ukrainian Hungarian Swiss Greek . . . And WWRL's 5,000 watt signal is beamed with specially designed and specially produced programs in all 11 languages over the entire New York City area. WWRL Sells America's No. 1 Negro Market Nobody, but . . . NOBODY matches WWRL's potent selling power of addressing New York City's Negro Market of 850,000 with "their own" favorite programs . . . they are loyal listeners to such WWRL shows as: Dr. Jive Show Morning Spirituals Sports Digest Songs by Billy Eckstine Spiritual Time Saturday Night Spirituals Cinderella Chas. Watkins Spirituals . . . specially produced with them in mind -SELLING YOUR PRODUCT DAY AND NIGHT. Only WWRL can so effectively sell these big markets in New York City. Don't just scratch the surface, but get your products really moving with WWRL's sure-fire penetration of these Foreign-Language and Negro Markets. Check today and select WWRL availabilities that can sell for you. IN NEW YORK CITY AT 5,000 WATTS and 7600 KC. WWRL 1926-1951 25th Anniversary Year some fighting going on against these pressures from outside the industry, but it's sporadic. This is how it has been shaping up: Spotisors — Not all schools and colleges are involved, or intimidated, by pressure from the NCAA. Loyola University in California, for instance, has signed up with the Chevrolet dealer group in Los Angeles for a season of six grid contests. Reported price is a $200,000 guarantee by the Chevrolet group against any box office losses, plus time charges on KNBH and costs of the camera pickup. In New York, a businessmen's group has set up the "Fair TV Practices Committee," and now intend to petition the FCC for a license suspension for any broadcaster (network or station) who starts playing footsie with theatre TV. Sports sponsors represented by N. W. Ayer (Atlantic Refining, Webster Cigars) have been putting pressure on sports promoters through the agency, and have been trying to work out compromise proposals. Research — To hit back at claims that TV is murdering the sports b.o., telecasters and advertisers have been doing some researching of the situation. A recent example is the survey made by WPIX, New York, and reported on in the 21 May issue of SPONSOR. This survey showed that sports attendance at Madison Square Garden was definitely stimulated — in the long run — by television. About eight out of 10 of the New York viewers quizzed said they had seen a new sport for the first time on TV. Of these, 37% had actually gone to see the sport in action. When faced with these figures, Madison Square Garden's Ned Irish told SPONSOR: "The actual televising of the events was not nearly as damaging as the great improvement in the overall quality of TV entertainment this past winter." Other surveys ( those made by Jerry Jordan, and Woodbury College) show the same thing over and over again. TV makes more viewers sports conscious. Cutting TV costs Q. What can the advertiser and agency do to keep the cost of live television programs down? A. There are certain costs over which a sponsor has little or no control. These include station or network charges for studio rental during rehearsals, cost of physical labor put in on the show's sets by station technicians, wages of both acting and nonacting program talent ( whose minimum salaries are fixed almost entirely by union agreement). It might seem from this that there isn't much chance for economy. But there is economizing going on all the time, among imaginative writers, directors, and producers who've acquired NEW S— f'om BINGHAMTON, N>. ABC WENE BINGHAMTON, N.Y. MARKET NOW 5000 WATTS CALL RADIO REPRESENTATIVES, INC. 182 SPONSOR