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RADIO: THIS OCTOBER, SINGER MADE RADIO DEBUT WITH DISK JOCKEYS (WMGMI
Singer's first 100 years were air-le
sow! SINGER brings you.
KATE SMITH
NBC TV
TUE 4:45 to 5.00 PM
For songs, smiles, sewing neu?slunc in ewry icrok
After 100 years of advertising in such media as Hindu loin cloths, colored picture cards, paper fans, tape measures, song books, slick magazines, and newspapers, the Singer Sewing Machine Compart) has finally taken a first fling into radio and TV.
By ordinary sponsors' standards, a centur) may seem a long time to wait before venturing into new media. But Singer, after all, is an old, conservative firm, and it treads with stately caution. \\ hat's more, like many other manufacturers that sell expensive hard goods, Singer has tended to regard the air medium with snilling suspicion. "IJadin ami I \ max be all I i"ht for
TELEVISION
$400,000 participation in "Kate Smith Hour" was heralded via merchandising to Singer Centers
the soaps and cigarettes," this dowager queen of the sewing machines has apparently believed. "But how can you expect it to sell sewing machines worth $89.50 and $117.50?"
Many other hard-goods dealers feel the same way, although radio and TV have sold over and over again countless thousands of dollars worth of hard goods.
Suddenly this September, Singer, the world's most widely distributed product, had a change of heart about air advertising. Its advertising director, Harold H. Horton (via Young & Ruhicam. New York), started sponsorship of a once-a-xveek. 15-minute segment of the Kate .^/iiitli Hour, telecast