Sponsor (July-Dec 1951)

TWO TOP CBS STATIONS TWO BIS SOUTHWEST MARKETS ONE LOW COMBINATION KWFT WICHITA FALLS, TEX. 620 KC 5,000 WATTS KLYN AMARILLO, TEX. 940 KC 1,000 WATTS When you're making out that schedule for the Soulhwejf don't overlook this sales-winning pair of CBS stations. For availabilities and rates, write, phone or wire our representatives. National Rapretentatlvat JOHN BLAIR & CO. a name, we shall in a few strong words call attention to some point of advantage in our machines. ' This theme is still adhered to by Singer's personnel at Young & Rubicam. which has handled the account over 12 years. This painstaking group consists of J. Brooks Emory, account supervisor: Alexander Kroll, account executive; Martin J. Murphy, timebuycr: Mildred A. Black, commercial supervisor; and Barbara L. Demaray and Jean Mallov, commercial writers. Murphy's timebuying formula is fairlv simple. "The idea is to get daytime d.j. shows directed toward the women's audience," he says, "and to use stations in areas where the Sewing (inters are located." The commercial-writing philosophy is equally simple. "We try to emphasize concrete facts — repair, service, price, convenience as gifts," says copy supervisor Black. A recent typical radio commercial read: "What nicer present could any woman find under her Christmas tree than a Singer Sewing Machine? . . . And right now the Singer Sewing Machine Company wants to help make that Christmas wish come true, so here's what we offer you. A brand new Singer portable for only $89.50. Or a brand new Singer console for as little as $117.50. And that's not all. Singer offers you a liberal trade-in allowance on your old machine and liberal, easy terms. And say . . . when you buy a brand new Singer Sewing Machine, Siniicr gives you a complete sewing course . . . free. . . . Six wonder lessons under the personal guidance of expert Singer instructors. . . . Make sure you I u\ your brand new Singer Sewing Machine at a Singer Serving Center. You"ll recognize il by the familiar red 'S on the window. . . ." In the TV commercials, Kate Smith offers an introduction: "When you own a Singer Sewing Machine, you own the world's finest!" This is followed by a woman on camera demonstrating how eas) it is to open a Singer portable case, lake the folding table, and lift the machine. Quality is emphasized by the pitch: "Singer— the easiest • stitching, smoothest running. best-loved, "I all machines!" What ol Singei long range broadcasting future? Vccounl supervisor Emor) -a\-: "We'll continue to use radio to alleviate local problems. And once the I \ freeze i off, it's safe to say that Singer will probably increase its TV spending quite a bit." Another Singer executive, pleased with Singer's economic and advertising progress, sums it all up with a quip: "The first hundred years were the hardest. I can't think of anything that would seriously frighten us now — except a world-wide nudist movement." • • * DOES CONTROVERSY SELL? (Continued from page 35) about me, but spell my name correct ly." • In selecting a controversy program, the sponsor might well consider whether the commentator is designed for a mass audience, or pinpointed for a special kind of audience. The 16 advertisers who co-sponsor the Barry Gray Show for 12 midnight to 3:00 a.m. nightly on WMCA, New York, get an amazingly loyal impact from the cosmopolitan audience of Manhattan (so much so that Gray gets flooded with some 800 letters a week, 85% favorable, and 12 sponsors are waiting in line to get on the bandwagon). There's More SELL on UJRIH RICHMOND VIRGINIA 910kc-5kw ABC AFFILIATE • National Representatives EDWARD PETRY & CO., INC. 70 SPONSOR