Sponsor (July-Dec 1952)

the only stalion with ALL-NEGRO programming in the state of Kentucky! • LOU belongs to Louisville's 160.000 (plus) Negroes, for it's the only station programming exclusively to them with top Ncpro personalities. • LOU's audience buys ! Louisville's average Netrro family income is almost $2800 yearly ... a virtually untapped market for smart advertisers. • ASK FOR LOU ! It's a strong and welcome entre to Louisville's $52 million dollar Negro market. Ask for LOU . . . today ! 2S49 SOUTH THIRD STREET LOUISVILLE. KY. C A. 3E80 National Renre.<-ntativc : Forjw & Co. Southern R»-pr«*s«-ntative : Dora Clayton Agency sonal endorsement" treatment by the performer. Often, the station personality turns salesman, and stages public demonstrations of the product. So well has this worked that many Negro radio performers are featured in the locallevel printed media advertising of sponsors who are selling to the Negro market. Negro-appeal stations carry their merchandising activities right through with an advertiser's campaign. Before it starts most of them are busy informing grocers and druggists and retailers that the campaign is coming. When it's lolling, they try every means possible — from personal appearances to bathing beauty contests, and from window displays to the opening of new outlets — to carry through the air advertising to point-of-purchasp. Q. Is the amount of Negro-appeal radio on the increase? A. Definitely. In a stud\ conducted by SPONSOR among those U. S. stations who aim part or all of their programing at the Negro market, this fact was established clearly. Replies came from nearl\ 30' '< of all such stations in the country. No station reported that it was doing less in the way of Negro-appeal programing than it had been doing in the past couple of years. All of them reported either the same amount, or an increased amount. Most marked upswing was among those stations in major metropolitan centers, both in the South and in the North, that aim part of their programing at Negroes, and part at white listeners. It's interesting to note that in at least 70% of the markets from which Negro-appeal stations reported, there are one or more TV stations. Oddly enough, video seems to have little effect on the growing amount and growing loyalty to programing designed for Negro listeners — one good reason why there is a general upbeat in this field. A few years ago. very little was known of the techniques and results of programing to Negroes. Today, due to everything from word-of-mouth to articles in sponsor, many independent stations who are not now airing Negroappeal programing are considering adding it to their program fare. Therefore you're likely to see a steady growth in the number of outlets aiming at the Negro until every major Negro market in the U. S. is covered by radio. |iiiiiiiiiiiiiiiiiiii!iiii:iiii;iiiijiii:i::iiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy promo-gram I station of 1 | Charlotte | iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH WGIV ... is the FIRST and ONLY Charlotte Station with Negro air personalities. WGIV . . . only five years old . . . has consistently led with new ideas. WGIV . . . reaches over 206,000 Negroes, 46,000 of which live in Charlotte's City limits. WGIV . . . has three topdrawer Negro personalities GENIAL GENE, CHATTY HATTY, and GOLDEN BOY GORDON. WGIV . . . adds the tremendous bonus of promo-gramming with its white personalities . . . Minuteman Dehlin, Fido Myers, Cousin Hank Grad, Johnny Surratt, Patricia Phoenix, and Moosicman Friar ... to bring vou Charlotte's ONLY THREETHIRDS station. WGIV ... is PULSE-ating. Ask Forjoe to show vou latest PULSE! For availabilities call 5-4829. Charlotte, N. C, or ask your Forjoe Man. iii!!!iiiiiiiiii!iiii!iiiiiiiii!iiii:!iii:!iii::i!iiiiii:iiiiim "Charlotte's \ choice is the | musical voice ' 82 SPONSOR