We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
local sponsorship is here to stay in the Los Angeles market. By judicious and ingenious use of daytime and late night hours, and the participating or sharethe-cost formula, more and more local sponsors will be able to afford television and reap the sales rewards that are awaiting there.
Richard A. Moore General Manager KTTJ
Los Angeles
AFTER-MIDNIGHT
(Continued from page 27 I
main have some odd pre-conceived nolions about the nature and size of the after-midnight audience, particularly in large metropolitan markets.
The usual picture of a big-city aftermidnight radio listener, in the minds of most sponsors, looks something like this:
It's nearly always a man. He might be a tired short-order chef, sleepih flipping hamburgers in an all-night beanerv . He might be a cabbie, cruising the night-deserted streets of a great city in search of a late fare. He might even be a foreman working the "graveyard shift" in a defense plant, or a night janitor dozing on an elevator stool.
The setting seldom resembles a home. It might be a car. or a restaurant, or a business office, or a manufacturing plant. But. a home? Not often. Market wise, most sponsors feel that after-midnight radio dialers are few and far between, and do not represent an appreciable buying power.
If this is the picture in your mind . . .prepare for a mild shock.
Results of a 12-county. New YorkNew Jersey survey prepared by Pulse. Inc.. and released recently by WNEW. New York independent station, throw some real light — for the first time — on just who's listening, and where, in the country's largest cit\ .
It's entirely logical that WNEW. long a pace-setter for the independent stations in the country and the originator of "block programing." should look into these questions. Since August, 1935 the station has been airing the Milkman's Matinee from midnight to 5:00 a.m., first with Stan Shaw and later with Art Ford. Successful sales results have been achieved on this nocturnal airshow (which walked off with
the highest ratings in the survey I for a variety of advertisers, including Barbasol. Canadian Fur. Robert Hall Clothes. Knickerbocker Beer. United Fruit. Bayer Aspirin, National Shoes. White Tower, Barney's Clothes, and Phillip's Milk of Magnesia.
The Pulse study, even though it only shows quantitative and qualitative factors about 2,100 radio families in the New York metropolitan area, is of great interest to advertisers. There have been many studies made on the results of after-midnight programing.
but little is actual!) known aboul the nature of the audience.
First of all. the WNEW-Pulse stud) throws some interesting light on the questions of male-female ratio in the audience, and audience age. The survey figures show that in the entire post-midnight radio audience in New \ ork, both at-home and out-of-home, some 58ry of the audience is male, and 42'f is female. In other words, there are about four women listening for every six men, so the audience is nowhere near as lopsided as thought.
Only ONE Station DOMINATES
This Rich, Crowing 15-COUNTY MARKET
WITH
GENERAL MERCHANDISE SALES OF
$89,084,000*
* Sales Management, 1951 Survey of Buying Power
"ffle fl<n<a+t^<SeHZZH€/ £&<&*i
AM-FM
WINSTON-SALEM
NBC Affiliate
NEIDIEY REEO CO
30 JULY 1951
73