Sponsor (July-Dec 1951)

However, some observers are inclined to believe that the show's flavor might not be swallowed as eagerly in a rural, Midwestern market. Nevertheless, pulled up by the bootstraps of controversy, ex-disk jockey Gray is now moderator of NBC-TV's Author Meets the Critics, and has already auditioned for two network radio shows. To what degree is the audience's attitude toward the commercial affected by its pro or con-response to the opinions of the commentator? The Schwerin Research organization of New York has made two interesting studies that have a bearing on the answer. In its first study, Schwerin examined two controversial shows, each presided over by a well-known commentator. Both Commentator A and Commentator B were sponsored by the same company. In their attitude toward Commentator A, half of the listeners surveyed regarded his presentation of the news favorably, and half were opposed. In their attitude toward Commentator B, listeners were split two to one, with two-thirds favoring his presentation, and one-third opposed. However — note this — both programs received an identical average of audience interest in their commercial messages — an average of 34%. In other words, the commentator's bias in presenting the news did not affect audience reaction to the commercial. In its second test. Schwerin examined audience reaction to another popular commentator presiding over two different programs. Each program carried the identical commercial. The results showed interest in each commercial did not lessen, because of the commentator's manner of presenting the news. Whatever else may be said of controversial shows, there is no doubt that they are popular with a variety of advertisers. Frank Atkinson, head of the ABC Co-op Department, describes them as "among our best-sellers." An examination of a half dozen of them shows why they're so greatly in demand. Fulton Lewis, Jr., is probably the outstanding wonder boy of them all. He is currently sponsored coast to coast on Mutual by over 500 co-op advertisers for whom he sells as many products. On the 27th of this month. "Advertising has sold a world of merchandise, hut as one of my contemporaries suggests — advertising hasn't sold advertising. Far too many people (hink they would he just as well off without advertising. Many of them think they would he a lot better off without advertising men." EARLE LUDGIN, Pres., Earle Ludgin & Co., Chicago • ••••••• he'll celebrate his fifteenth anniversary as a network news commentator. He has remained on the Mutual network, the same number of nights per week, at the same seven o'clock EST time, without a single interruption since the inception of the program. Consistent sales results have kept him there. In the New York area, for example, the experience of Harris, Upham & Company in sponsoring Lewis furnishes positive proof of his program's sales strength. Prior to their current campaign on WOR, Harris, Upham put the bulk of its advertising dollars into newspapers and magazines. Then, on 1 June 1948, the company began sponsorship of Lewis on a two-a-week basis. Harris, Upham has remained on the air with Lewis since. Although newspaper advertising is still used in cities where branch offices are located. WOR is the company's sole advertising medium in the New York area. The Harris, Upham campaign is a relatively rare type in radio annals. The company has no tangible asset to sell. Rather, their assistance to investors is a service which can be utilized by a relatively small proportion of the over-all New York radio audience. Because of this, the company was interested in pinpointing a market which would include a substantial number of people in a position to use the services of an investment-brokerage organization. Lewis' program provided the proper setting. His politics here were a definite asset since his attitudes tend to jibe with those of many high-income listeners. The company's advertising theme was pitched to encourage so-called "sincere" responses rather than quantity inquiries from people who are forever seeking something for nothing. With this in mind, they refrained from offering the "send-me-free" type of literature. Instead, they encouraged all listeners interested in investing — as well as those with investment problems — to visit the company offices in person. The success of this campaign is highlighted by the following facts: 1. The company has received a steady flow of requests for investment counsel, a great many of which have resulted in new business. 2. It was necessary to increase the staff of the investors-service department to handle these inquiries, and a further personnel increase is anticipated. 3. Fulton Lewis, Jr. is the sole advertising medium currently used in the New York area. H. U. Harris, senior partner of the firm, calls the responses "highly grati 31 DECEMBER 1951 71