Sponsor (July-Dec 1951)

COME ON IN . . . nadfosT/he/ ...and right on Time! KFSA KH8G Ohmulqee Evory day, pooplo llvo 'round th# clock by radio In thoio markoti. Thoy got up, thoy go to bod, thoy buy — by radiol Why don't YOU buy radio in thoio markott? RBKS SPOT THESE, TOOI Buy in • Package . .One Order — One Billing. Owned & Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynold), Prei. '■•bliirun of: Southwell Times-Record, Fort ith, Arkontot; Examiner-Enterprise, Bortlei~)klohomo; and The Daily Timei, OK _fclohono. In Canada more people listen \o CFRB Toronto regularly than to any other station *X'T^he 1950 BBM figures show A CFRB's coverage as 619,050 daytime and 653,860 night time — more than one fifth of the homes in Canada, concentrated in the market which accounts for 40°o of Canada's retail sales. CFRB Representatives: United States: Adam | YounR. |r Incorporated C.in.irli All Canada Radio Facilities Limited f\ in« we arc pleased with the reaction we have had to our sponsorship of tlii> program." \nrl according to \\ia\ Kennedy, account executive of the A. W. Lewin \dvertising Agency, the campaign lias been an "unqualified success" and "represents an important forward step in financial advertising. . . . We like both the prestige and selling impart of the program." More than that. Lewis has sold beer in Florida, utilities in Arkansas, wire rope in IVnnsv Kania, automobiles in Michigan. Indeed, akin to the sales dynamo able to sell refrigerators to Kskimos. he actually sold ice cream freezing units in the middle of winter (for the J. N. Blair Company, Inc., Chrysler Airtemp Division of Sacramento. Calif., over KXOA). Lewis is not alone in the controversy field. Outspokenly "liberal" Martin Wonskv is on the ABC network for II. '-5 co-op sponsors over 92 stations. He is particularly well sold in the South — on the air there over 62 stations. It is that section of the country which has most consistently found fault with his views — frequently calling him a Leftist or using more earthy terms. Paradoxical? Perhaps, but many of his Southern sponsors are in their ninth year of renewal and write glowing letters of the job he is doing for them. By far the greatest bulk of his advertising time is bought by automobile and auto supply dealers (28). He is sponsored by 13 fuel and public utility companies. 12 department and clothing stores. 10 furniture stores, nine building supply firms, and six banks. The rest of his sponsors include everything from plumbers to jewelr) stores. The Union Furniture Compam in Fl Paso. Tex., sponsored two contesl come-on's over three stations and three separate programs, discovering thai (»•>', of (ill entries were from Martin Vgronsk) listeners. Drew Pearson is another controversial commentator who cannot be ignored .i .in air salesman. In 1946 Pearson focused the eves of the nation on himseli and his sponsor b) standing on the steps of the Georgia capitol and broadcasting, "Come and fulfill your threats. kkk. if you reall) want to keep m\ mouth closed !" I oda) "ii the aii for ( iarter Products, Pi arson is heard iii an average of 220 homes for ever) advertising dollar -pent mi his program. \ spokesman for Cartel Products indicated thai t li.-\ were not frightened away by the controversial nature of Pearsons programs, but rather signed with him because of the prestige his commentary invokes and the immense following he creates. A woman with a provocative viewpoint, whether she's interviewing Trygve Lie, describing Hermann Goering on the witness stand, or pondering for listeners the art of how-to-get-ahusband, is 39-year-old Pauline Frederick, ABC's peripatetic newshen. She helps sell goods for 43 sponsors over 38 stations in the East and Central areas of the U.S. Miss Frederick, who has covered 19 countries as a war correspondent, has found sex an asset rather than a disadvantage. There was the time when ABC sent her on a B-29 mission to Uruguay in the company of 135 men. Her commentating role, obviously, was unique on this occasion. Sponsors obviously like her treatment of the news — "as a regular reporter rather than a woman reporter." she says. For example, Merkel's Department Store in Plattsburg, 1\. Y.. recently renewed its contract for 39 weeks after surveying listener interest in her. "We are very pleased with Motional Rep. The Boiling Co. the key station of the keystone state . . . Harrisburg, Pa. 1? SPONSOR