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radio announcements are used; and details typical radio messages.
As a final piece de resistance in promotion, the ad agency sends the disk jockeys a continuous series of encouraging letters: 'We are promoting your show through the drug trade in your community. -Local druggists know that you'll be helping them to sell Chap Stick and Chap-ans and you can be sure they'll be listening with great interest. . . . You are the only radio artist carrying the Chap Stick Company's advertising in your area. So you can see, the results your show gets are extremely important to our planning for next year. We want to come back for more!"
The radio future of Chap Stick and Chap-ans seems fairly secure. The way matters stand now. the sponsor does not forecast the use of TV announcements in its advertising schedule. "The increasing high costs of TV are simply too prohibitive for our pocket book," says Paul Gumbinner. "Radio has done a first-rate coverage job at a remarkably low price, and we'll continue with it."
In fact, Chap Stick is so exultant about radio's potency, that it may, next summer, give the air medium a trueblue test. The sponsor may try selling its two cold-weather products over the air during the dog days of July and August. Whether this plan remains only in the realm of speculation, like trying to sell refrigerators to Eskimos, will be seen. What is certain is that Chap Stick, which has managed to sell hand cream and lip pomade to men, will continue to increase its spot radio coverage as more men buy them. * * *
TV COMMERCIALS
{Continued from page 42 I
course, the cost of going into film is usually an added one of breath-taking dimension so that whatever you might save in time might swiftly be dissipated by the basic cost of grinding the cameras. (Editor's note: See fulllength article giving both network and spot viewpoints, page 30. 1
A word about the awards racket which is with us late and soon, these days, and might well be subject for some kind of Kefauver hearing. Here's how it works. A nebulous and perhaps dubious publication whose circulation is usually restricted to the editor's immediate family plus a
30 JULY 1951
IN BIG TOWNS! He'll get high ratings for you, too!
San Francisco 16.0
Louisville 21.7
Minneapolis 16.5
IN SMALL TOWNS!
Hattiesburg
Zanesville
Youngstown
From coast to coast — BOSTON BLACKIE is winning and holding large and loyal audiences!
Ratings that constantly capture and hold the largest share of audiences in city after city . . . assuring your sponsor top results from his bottom advertising dollar!
For details, write, wire
or phone at once to