Sponsor (July-Dec 1951)

COVERAGE Sure... We've Got It BUT... Like the Gamecock's Spurs... It's the PENETRATION WSPA*~ In This Prosperous S^ D* BMB Report No. 2 Shows WSPA With The Largest Audience Of Any Station In The Area! AND... This Hooper Report Shows How WSPA Dominates This Area! HOOPER RATING Winter 1949 8:00 AM 12:00 N 63.2 12:00 N •• 6:00 PM 53.6 (Monday thru Friday) 6:00 PM ■■ 10:00 PM . . . 67.6 (Sunday thru Saturday) GIVE YOUR SALES A POTENT PERMANENT HYPO Represented By: John Blair & Co. Harry E. Cummings Southeastern Representative Roger A. Shaffer Managing Director Guy Vaughan, Jr., Sales Manager The No. I CBS Station for , The Spartanburg-Greenville J Market p 5,000 Watts -950 On Your Dial /Veti? developments on SPONSOR stories »©©J "How to win with Juan" ISSne: 4 June 1951. p. 25 SllbjOCt: Few national advertisers know about sales market of 3.300.000 Spanishspeaking people. A few aggressive and alert national, regional, and local advertisers are winning new customers and reaping sales gains with speciallyslanted pitches to foreign language and minority groups. But the majority of sponsors know little about or continue to ignore this lucrative audience segment. Evidence on the richness of this market, however, continues to pour in. WLIB. New ^ (>rk. with emphasis on two fields of programing, Anglo-Jewish I in English I and Negro, recounts these recent WLIBadvertiser successes: the Lake Plaza Hotel in Lakewood, New Jersey had over one hundred guests a week after a New Year's weekend. The owner stated: "Of these one hundred guests over 609c came to us as a result of our air advertising. Usually after a New Year's weekend most Lakewood hotels are empty." Aron Streit. Inc.. New York matzo bakers, tried a test campaign with announcements on the Jewish Family Hour program. Their offer: a box of moon matzos. A Streit official commented: "The offer brought main more requests than we anticipated . . . this test warrants our continuing with radio ... as of the first of the year we will increase our schedule."" E. B. Latham & Company, wholesale electrical appliance distributors, added to the success story files. They used WLIB to plug Raytheon TV. In a fast pre-Christmas campaign their salesmen secured close to 2.000 leads with an analysis of their returns showing an unusually heavy response from Negro. Jewish, and Spanish groups. Safeway stores aired announcements telling of the opening of new markets on New York's East Side and the Puerto Rican section of Harlem. The campaign: six announcements prior to each store opening. In both instances, the crowds in front of each store were so great the policp were called to direct foot traffic. "Problems of a TV soap opera" 29 January 1951, p. 38 Anything can happen and usually does on a live TV soap opera. The bugaboos faring the daily production of a live TV soap opera are many: memory lags on the part of the cast: daily rehearsals; set problems — all add up to mounting costs. One solution: filmed soap operas. First of the daytime TV serials to be produced on film in the East is Cinderella Story Produced by Biography Films, the serial has been optioned by NBC. The estimated cost comes to $11,000 for five 15-minutc programs weekly. Curtis Mitchell, co-producer along with Blair Walliser. says that by the use of standardization techniques invented for this series the weekK cost is comparable to the cost of a live serial. A big advantage for advertisers: good prints rather than kinescopes can be distributed to markets which haven't been cleared live. The stoi\ line: young Ohio school teacher wins a cover contest conducted 1>\ a famous New York magazine; comes to the big city. This lends itself to another cost-cutter: actual backgrounds will be used. Whenever necessary, the east will be photographed against Radio City, Statue of Libert \. and other Manhattan sights. Shooting schedule calls for Biography Films to work 20 15-minutc episodes ahead on the .'i.nnm. black and white soaper. 20 SPONSOR