Sponsor (July-Dec 1951)

Henry Wool d ridge Cadillac Oldsmobile Chevrolet the LONE STAR MOTOR CO. Henry Wooldridge, president of this pioneer southwestern automobile agency, says: KROD has been doing a good job for us for years. Our "Lone Star Round-up" has been on the air for three years and we're pleased with it. KROD can also sell YOUR product in this vital market, with its 441,310 population and $396,840,000 of retail sales. CBS IN EL PASO RODERICK BROADCASTING CORP. Dorrance D. Roderick President Val Lawrence Vice-Pres. & Gen. Mgr. NATIONALLY REPRESENTED BY THE O. L. TAYLOR COMPANY 90% of KBCK's clients have renewed year in, year out, since station went on air the station most people listen to most in West Texas lull time regional on 920 k. c. BEN NEDOW general manager ODESSA, TEXAS Nat'l Rep. Forjoe 0 Co. CALIFORNIA RADIO {Continued from page 41) of-home radio listening, which is listed by the SCBA proudly as being "Number One in the Nation." The average quarter-hour sets-in-use on an out-ofhome basis during July, 1951 (day and night) in the nine top U. S. markets — according to Pulse — was 3.7. In Los Angeles, the figure is 4.1. To an advertiser, SCBA says that this means that he is getting something like a 20' < audience bonus on top of his known in-home audience. The rest of Southern California's extensive out-of-home radio listening is carved up between "visiting with friends" (21.9%), "at work" (14.4%) and in restaurants, schools, clubs, etc. Per-home listening to radio in Southern California, largely because of TV i L. A. is the nation's No. 3 TV market), is down from 1947 levels by about 16.6^ • This is a better showing than the national drop, same period, of 19.8%. However, the hours of listening per day in all Southern California radio homes is up — by 6.3%, comparing 1947 with 1951. The U. S. over-all increase is 3.4%. In other words, radio is getting bigger at a faster rate in Southern California — TV or no TV — than it is on the average throughout the U. S. Radio, on the whole, is a good buy in the Los Angeles and Southern California area. Basic Class A One Hour radio rates there are as little as 40' . of the average of local station rates in the next eight smaller markets ( Philadelphia, Cincinnati, Pittsburgh, Baltimore, Boston, Detroit, San Francisco, Washington, D. C. ) . To many timebuyers, this is no secret, and the Los Angeles area led all others in the U. S. last year with a 10% gain in radio advertising revenue, while the 10 top metropolitan radio markets in the U. S. showed an increase average of 4.4' < . Bargain rates, and a good radio sales record as a result, are not the final criterion for an experienced spot radio advertiser, and the SCBA knows this. Therefor, the SCBA committee which put together the pitch has gathered some outstanding and varied examples of advertiser results with radio in Southern California. Here are a few: George Lippincott. president of the Nic-L-Silver Battery Company, a California firm, has used spot radio schedules to boost his battery sales in one year from 350 to 4,700 a day. Said Lippincott enthusiastically: "The key to our business is volume and radio is the cheapest, most effective, and most rapid method of developing that volume." For a 90 box of Leslie salt, a fiveminute morning musical show persuaded 19,000 women in a month to guess the name of a tune, mail it in. then go to a grocery store to collect their prize. Another women's participation program pulled 142,468 Stokely labels in a year for a charity tie-in. Radio works for large advertisers. M-G-M used a classical music station to reach upper-level groups with an announcement schedule for its The Magnificent Yankee. Box-office receipts were boosted 10% above normal in Southern California with a 15-day, $600 spot campaign. Radio works for small advertisers. A Los Angeles woman restaurauteur named Miller ("Mrs. Miller's Fried Chicken") bought a single weekly announcement on a Los Angeles clearchannel station. Soon thereafter, she wrote to the station : "My four largest parties Sunday told me they heard about my place during the ball game on the radio. We had to close the doors twice because of overcrowding, and we ran out of chicken — a mistake we won't make again." SCBA's list of radio successes goes on and on. Some advertisers, like Los Angeles Soap, have achieved success with premium campaigns. Others have had successes in reaching particular racial markets. Others have found radio does a good job of reaching particular customer groups and audience segments at various times of the dav and night. Radio in Southern California has introduced new products, built prospect lists, and sold everything from metal polish to shares in a stage musical production. The SCBA has dug up the facts to prove it, and will show them to agencies in its new presentation. Says SCBA's Bob McAndrews of the new promotion drive: "We're merely expanding to national spot advertising what we have been doing promotionallv for over a year on a local basis. We've given our local pitch to scores of agencies, advertisers, ad clubs and schools. It has done a lot in making better advertiser-station relationships, and in making radio men more aggressive about their own medium. I've even seen stations declining to give 90 SPONSOR