Sponsor (July-Dec 1951)

station representatives. In most cases, they feel, P.I. is simply a subterfuge to get on the air at a cheaper rate than a stations rate card permits. It shows a lack of confidence in the stations ability to pull business and undermines the entire rate structure. Recently The Katz Agency published a comprehensive memorandum on the whole mail order subject. Point number one: No. P.I. deals accepted — or submitted. Robert Meeker Associates agree: "We do not accept any P.I. orders and place only legitimate mailorder accounts that have established credit ratings and good acceptance on mail-order stations." Many other reps are similarly opposed to P.I. business. One station, WAJR, Morgantown, W. Ya„ sends this post card to enquirers about per-inquiry advertising: "Re your inquiry, our Standard Contract guarantees you as low a rate as any other advertiser. If your product is dependable and priced right, your cost on a per-inquiry basis will be MORE than card rate." Station then points out that its listeners trust it; invites the enquirer to place a four week order at card rate. Merchandising Q. What are the prospects for merchandising help from radio and TV networks? A. Network advertisers, both AM and TV, will continue to get very little di rect merchandising aid from the nets. Reason for this is that merchandising is a local proposition which can be handled best by local stations. The networks (especially radio) do, however, provide aids to their stations, encourage merchandising support at the local level. CBS. for example, puts out a regular merchandising promotion sheet for those stations which subscribe and also gives monthly prizes for the best store displays of an advertiser's product. Radio network efforts will expand in the fall; could be a strong talking point in boosting time sales. Q. How about merchandising aid for advertisers on National Spot radio and TV? A. TV stations, except where they share a common merchandising department with a companion radio station, are not likely to do any more merchandising than they do now. Many TV stations, those in Los Angeles particularly, are heavily involved, especially for certain participation shows. In general, competition spurs more merchandising aid. On spot radio, national advertisers have shown an increasing interest in the merchandising help they can expect from local stations. And, faced with a harder selling job, AM stations are getting more active merchandisewise — some for the first time. To the ranks of traditionally strong merchandising stations like WLW, Cincinnati; WWL, New Orleans; WING, Dayton; WIBW, Topeka; KFI. Los Angeles; KSTP, St. Paul; and others have been added such stations as WNBC, New York; WLS, Chicago, and KSL, Salt Lake City. KSL has always given merchandising support, but stepped it up heavily at the beginning of this year. WNBC, for example, has its "Operation Chain-lightning" by which 632 stores of the Bohack, Ralston, Grand Union, Food Fair, King Supermarket, and Shopwell chains in metropolitan New York cooperate with WNBC advertisers. Advertisers who buy a 26week contract on NBC's flagship station get at least a week, and often two weeks in a preferred store position. Executives of the six chains pass on orders about which product is to get preferred position, thereby eliminating any hassles between station and grocery store employees. In return, WNBC promotes new-store openings on the air and by loaning talent. WLS' summer merchandising plan involves over 2,000 chain stores; has already brought the Prairie Farmer station many new national accounts. Unions Q. Is anything happening on the TV union front that will affect advertisers? A. Yes, but it's not wages this time. Television Authority's two-year contract doesn't expire until December 1952; but a new one can be negotiated EH Consolidated Ratings Show CKNW 333'% ahead of second station "X"! 'Canada's TOP DOG on the Pacific Coast" April 1st, 1951 POPULATION RADIO HOMES RATINGS Vancouver City New Westminster Area 398,000 117,110 CKNW "X" 6.6 88,000 344,000 24,000 CKNW 168 "X" 2.4 100-Mile Radius 1 1 3,700 CKNW 99 "X" 6.9 Consolidated TOTALS 830,000 254,810 CKNVV6-i (Ratings are averaged for all periods, night and day, for the entire week, using the latest reports of Elliott-Haynes Ltd., for New Westminster, Vancouver and the 1 00-mile radius.) 16 JULY 1951 185