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games with experts playing. But just what connection is there between motor cars and symphony orchestras, between a pair of wisecrackers and candy?"
PATTERSON: "It's hard to say what happened to the harmonicas where advertising is concerned — but Arthur Godfrey is understood to have done nicely with ukeleles. As for the weekly broadcasts of bridge games, these apparently have been carefully avoided. Incidentally, symphonies from Detroit have sold motor cars, and Dr. I. Q. sold a lot of candy for many years."
CHASE: With rates on the Red Chain $4,740 an hour and on the Blue Chain $3,200. the difficulties of giving the advertiser value for his money are very serious. When the advertiser retains stars, they swamp him. He comes off second best in publicity every time.
"He cannot very well announce: 'The Nestle Soprano, Galli Curci.' Madame would not stand for it. How many people knew the Royal Typewriter Company sponsored the first TunneyDempsey prize-fight hookup, and paid $35,000 for it? The only way the distraught company could get its message through at all was by asking the announcer— with some trepidation — to casually mention that some of the sports writers nearby were using Royal Typewriters."
PATTERSON: "Network rates now approximate $10-11,000 an hour for the basic networks. This indicates an increase of about 64% over Chase's figures. The increase, though, is far outweighed by the increase in radio station outlets, listeners, and radios.
"As to sponsor identification of the artist, consider among many: Chesterfield's Bing Crosby; Lucky Strike's Jack Benny.
"It's impossible to determine how many people know that Royal Typewriter sponsored the Tunnev-Dempsey fight — but there's hardly a sports fan in America today who doesn't connect Gillette Razors with the World Series or Pabst with boxing events."
CHASE: "In short, the broadcasting industry is not in a healthy condition. It is trying to live on advertising, and being poisoned by it. The public will no more stand for direct advertising, in the long run. than people will stand for a guest trying to sell insurance to his host.
"For my part. I would like to see
The MIGHTY
MONTGOMERY MARKET
95TH MARKET IN THE U.S.
• Mighty Montgomery
• is the hub of one of the nation's top agricultural and industrial markets.
GIANT AIRF0RCE MILITARY BASE
Mighty Montgomery home of Maxwell Field, one of the largest Air Force centers in the entire nation.
OVER 600,000 IN TRADING AREA
• Mighty Montgomery dominates the rich surrounding trade area of 1 1 progressive and expanding counties.
$134,000,000 CITY RETAIL SALES
• Mighty Montgomery had 1950 city retail sales alone that were $5,000,000 above those of the previous year.
CAPITOL OF ALABAMA
• Mighty Montgomery is a focal point of industrial development both in Alabama and in the new South.
Wrife, Wire or Phone for Avai/abi/if/'es.'
MUTUAL
Will
Represented by Weed & Co.
ABC
WAPX
Represented by The Walker Co.
MONTGOMERY NETWORK
NBC
WSFA
Represented by Headley-Reed Co.
STATIONS ASSOCIATION
CBS
wcov
Represented by The Taylor Co.
30 JULY 1951
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