Sponsor (July-Dec 1952)

Q. Have advertisers been making successful use of this specialized FM audience? A. Zenith, with an FM campaign for its hearing aid this spring, achieved these results: In North Carolina sales leads from FM were five times those from other media at 5.4% the average cost of other media. Michigan "pull" was two times greater than other media at 12.!!' , average cost of other media. WJLN-FM, Birmingham, Ala., ran a test on FM some months ago to find out who the listeners were and where they lived. The first 500 responding were to receive as a gift a lighter shaped like a Coco-Cola bottle. The station received over 1,000 letters from 163 Alabama towns. Of these replies 90% were from outside the WLJN-AM coverage area. This in itself was indicative of WJLN-FM's special coverage. Griesedieck Brewery of St. Louis carries the Cardinal baseball games on WSOY-FM only (Decatur, 111.) Last season the local distributor reported an increase in sales. WFLN-FM, Philadelphia, told sponsor about these typical one-year-orover advertisers: The Record Mart (2%), Allan Radio Company (2), C. H. Davis Inc. ll), Browning Chevrolet (2), Colonial Motors (2), Lester Piano Co. (2), Otto R. Trefz Jr. Co. (2). 4 Reasons Why The foremost national and local ad vertisers use WEVD year afte> year to reach the vast Jewish Market of Metropolitan New York I. Top adult programming 2. Strong audience impact 3. Inherent listener loyalty 4. Potential buying power Send for a copy of "WHO'S WHO ON WEVD" HENRY GREENFIELD Managing Director WEVD 117-119 West 46th St.. New York 19 One advertiser. Bishop \ Hedlicig. advertised Rittenhouse Fund la mutual fund i and had to go off the air temporarily after six months to catch up with sales leads. KITE-FM's Chuck Balthrope (San Antonio) reports: ■\\ ith KITE-FM's rates we're reaching bigger-income homes for the same low cost-per-hundred as on four-year old KITE-AM during the daytime. KITE-FM, when only six months old, had practical proof of a measurable and growing audience. Its programing has resurrected an interest in those 40,000 homes equipped to hear FM. Thus the advertisers on KITE-FM are reaching an audience not covered b) any other medium at an extremely low cost." Storecasting Q. What does Storecasting do for its sponsors? A. Storecasting, established in 1946, is a combination broadcast-and-merchandising service offered to grocery and drug manufacturers selling their products in supermarkets. Via FM radio, it currently reaches about 700 supermarkets in five major areas: Southern New England (WMMW-FM, Meriden. Conn.) ; Northern New Jersey (WGHF); Philadelphia (WIBGFM); Pittsburgh (WKJF) ; Chicago (WFMF). Audiences of more than 3,500,000 customer-listeners hear the broadcasts while shopping in the First National Stores of Southern New England; the National Food Stores, Chicago; Acme Markets, Philadelphia. Pittsburgh, Northern New Jersey; the Thorofare and Giant Eagle chains in Pittsburgh. Storecast billing this year, up slightly from last, is around $750,000. At the moment, 135 sponsors plug some 260 products via Storecast. Sponsors using Storecast have the advantage of reaching customers right at the point of sale in the midst of shopping An integral part of Storecast service to advertisers is its extensive merchandising and promotional activity aimed to benefit both store and sponsor. Crews of grocery and drug merchandising specialists make more than 450 personal service calls to supermarkets every week to certify that all Storecast products are in good supply; that they have the best possible shelf position and numerous other advantages. recommends TEXAS'5thMARKET/i the rich, industrial tri-city area BEAU,MONTT\ ___^j ""'v ORANGE ' s \ (lEff-ERSON CO.) KPAC serves a population of 236,100 \ in the rich Beaumont — Port ArthurOrange metropolitan tri-city area. KPAC is the No. 1 radio salesman for local sponsors in the world's No. 1 oil refining area. 5000 WATTS JOHN E. PEARSON CO. National Representative* NEWS on KMBC-KFRM is TOPS... ...because KMBC-KFRM stays orTtop'of the NEWS! And there is no greater value today than radio news ! KMBC KFRM news programs are the most-listenedto newscasts in the heart of America. They enjoy their high ratings because of the reputation for accuracy and immediacy built by the KMBCKFRM News Department. Hereisatremendous sales potential in one of the nation's richest markets. ..the great Kansas City Primary trade area. Call KMBC-KFRM or ask your nearest Free & Peters' colonel for complete details on the mighty voice of the KMBCKFRM Team and for newscast availabilities. KMBC of Kansas City KFRM for Rural Kansas 6th oldest CBS Affiliate 14 JULY 1952 93