Sponsor (July-Dec 1951)

W H Y,? Why all the hoop de-do about an umpire for the broadcasting industry? Pulse does not aspire to this unenviable and unpopular role. Pulse is pleased and grateful to be a "bat boy" — handing the buyers and sellers of broadcasting time the best equipment possible, fast, reliable and stable audience measurement, in order to play the games coming up. The buyers and sellers are the umpires. They call the plays and More of them use Pulse locally than any other service. For information . . . ASK THE PULSE THE PULSE Incorporated 15 West 46th Street New York 36, N. Y. chain, are bringing Rayco an estimated $10,000,000 annual gross. This is just the beginning, as far as Rayco is concerned. Annual business in auto sea covers — largely a secondan line in auto dealers, garages, auto stores, etc. — is now around $162,000.000. With broadcast advertising as its heavy artillery, Rayco intends to make a real beachhead landing in this lucrative territory, expects to double it? present gross in a year. Already, Rayco's neat-looking stores, with their uniform clock towers and big glass windows, are a familiar sight on key highwax s near big cities from the Atlantic Coast on into the Midwest. "Eventually. Rayco will be completely national."* agencj nan Lett told SPONSOR, "and will be a major radio-TV advertiser. We'll probably continue to "Networks and affiliates must bring about a resurgence of confidence in radio. Integrity and standards of service must be maintained along with doing a selling job." ROBERT D. SWEZEY Exec. V.P.. Gen'l Manager WDSV, New Orleans use TV to punch across our visual selling, along with newspapers, and use spot radio and billboards to back it up with 'reminder' advertising, and for market 'specials'." Today. Rayco is still glowing from the success of its pilot programing venture in TV. Since the business is still seasonal, the firm intends, however, to wait until spring before plunging heavily into extensive radio or TV program campaigns. "\\ eve already investigated the possibility of putting Trapped on a network basis into all our key markets.'" a Grad) agency official admitted, "but the show is not available to us on that basis right now. However, when we do buy. it'll be something very similar, with the same basic appeal. We're not going to repeat the mistake of mismatching the product and show." I hus. more air advertising is definitelj slated, but it will be chosen carefully, both b\ agency and client. So confident is Rayco that TV will play a large role in its future destinies, that the firm has been careful to expand within the limits of TV coverage. \i-u Rayco stores an now going up in a pattern that comes close to <\i\plicating and not |>\ accident, either — the pattern of network cables in TV. Where you find TV, more and more you'll be finding Rayco stores. And, vice-versa. Rayco has its formula for video now: 1. Buy a low-cost, well-rated show with a strong masculine angle — and one that appeals to the average sort of guy 2. Sell hard on value and economy, as well as on the style aspects of Rayco auto seat covers. 3. Check the results carefully, and merchandise the show to the dealers and to the public. 4. Be willing to admit an error, and be ready to profit by it. When the economics of Rayco's advertising warrants a jump into netwTork video, backed up by a solid base of radio-TV spot usage and other media, Rayco will be able to move swiftly and with little waste effort. -k -k -k MIDWEST RADIO (Continued from page 29) radio set, reaching almost complete saturation. In 1940 91.4% owned radios. In Kansas 98% of the families now IN THESE MARKETS it's A. M. MORNING & EVENING Yes, and for A.M. radio in these markets » "SPOT" the call-letters as listed here! ARKANSAS KB*> Great Locally! PLUS ABC *&? Represented Nationally by JOHN E. PEARSON CO. Owned A Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pres. Publishers of: Southwest Times-Record, Fort Smith, Arkansas; Examiner-Enterprise, Bartlesville, Oklahoma; and The Daily Times, Okmulgee, Oklahoma. 80 SPONSOR