Sponsor (July-Dec 1951)

Record Details:

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y IN CLEVELAND, DETROIT; PLANS CHICAGO !i. the TV-radio test is ith $500,000 budget ging happy dealer response over 61 stations of NBC-TV. A month later, it followed through with participations in four disk jockey shows on WMGM, New York City. It's one-minute messages v/ere heard on the daytime platter-spinner shows, Ted Husing's Bandstand, The Ted Brown Show, Ken Roberts' Tops in Pops, and The Hal Tunis Show. Branching out further, this December it started sponsoring participations on daytime radio shows in Cleveland and Detroit. On WERE, Cleveland, it uses The Bill Randle Show and various d.j.'s. On WJBK. Detroit, it uses Jack the Bellboy and the Gentile and Binge Show. At sponsor's presstime, Singer was also talking over plans for mov ing into Chicago spot radio. Advertising Director Harold Horton and his Advertising Manager G. L. Newcomb, Jr.. have reason to be pleased with their air baptism. Despite ihe brevity of the company's debut on the air. sponsor surveyed the Singer Sewing Machine Centers in Manhattan and came up with these typical responses: Jeannette Arnold, of the Singer Sales and Service Center, 163 W. 72nd St. : "We have at least two to three customers a day coming in to inquire about Singer machines because of the commercials. Radio seems to have drawn more inquiries than TV. We've sold at least 15 sewing machines to people who've mentioned first hearing about them on radio." G. S. Thompson, district sales manager, Singer Center, 151 E. 14th St.: "The response to both radio and TV commercials has been excellent. People come in mentioning the demonstration they saw on the Kate Smith show. Or else they ask about 'those $89.50 and $117.50 Singers we heard about on WMGM.' We haven't sold a machine to all who've asked about them, but I do know it has resulted in several sales." Louise Fleet, saleslady, Singer Center, 226 E. 86th St.: "I've been amazed at the number of customers who mention our radio and TV commercials. Both media seem equally effective. They've asked about the notions and Singer fashion aids they've heard on the air. or else ask to see Singer machines as prospective Christmas gifts. It has resulted in many sales, but I can't tell you exactly how many. My own opinion is that radio and TV have added extra glamour to our products." Proof of radio and TV's selling impact has long been discovered by other sewing machine distributors. Here are but three typical selling results: State Sewing Center of Alabama recently ventured a three-announcementper-day campaign on WOOF, Dothan, Ala. In three weeks, the sponsor had so many leads, it switched to a 15minute segment of Hillbilly Hit Parade. In less than 60 days, spending $156, State reaped a $5,330 sales gross I Please turn to page 68) Founder Isauv Singer's hardsell strategy lives on in firm's present catnpaigns Isaac Singer, founder of Singer Sewing Machine Company in 1850, was son of poor German immigrant parents. An exactor in a Shakespearean troupe, he used to demonstrate early sewing machines personally at county fairs. He believed advertising should demonstrate factual virtues of product; not merely repeat name. This philosophy has been sustained by Harold H. Horton, who joined Singer advertising department 26 years ago, is now advertising director. Born in New York City, Horton graduated from Fordham University, was once with International Silver. He has home in Westchester County, New York, is fond of bowling as a pastime sport. Harold II Horton, advertising director, continues high standards Global Singer distribution extends from Belgian Congo to Arctic Circle. Firm even advertised via trademarked loin cloths in Bombay