Sponsor (July-Dec 1952)

A recent survey indicated that Revere has sold about 90% of the copperclad stainless steel kitchen utensils. Its chief copper-bottom competitor on the open market is Ekco Products Co.. one of the giants of the consumer housewares business and manufacturer of a widely diversified kitchen line. Sears. Roebuck & Co. puts out a private brand copper-bottom line made for it 1>\ the Morris Manufacturing Co. Starting from scratch in the late Mil's copper-bottom utensils by 1951 accounted for 27.4% of the total dollar sales df all pots and pans in department stores. Other pot-and-pan figures are aluminum. 38.9%; glass. 1 ().(>' i ; plain stainless steel. 7.1%; cast iron. 5.9%; enamel. 4.3%, and miscellaneous. 5.8' A . Copper bottoms are the fastest growing kitchen utensil line according to the same survey mentioned above. The most exciting aspect of Revere Ware's future is the fact that the line was really beginning to hit pay dirt for the second time ( the first was shortly after its introduction I when a tightening in the copper supply developed. The way the digging began was this: In 1946. St. Georges & Keyes. Inc., Revere's agency, conducted a survey for Macfadden Publications on the sales potentialities of the "wageearner" group, particularly on the money availahle for hard goods. The agency was so impressed with the hidden lodes it discovered — the fact that more money was available than would normally be expected — that it decided to make a pitch to Revere, urging the copper firm to really go after the large wage-earner market, rather than confine itself to the smaller women's service magazine market. Revere was convinced lit was already receiving a good volume of orders from industrial towns) and as a starter the agency bought space in American Weekly and Macfadden's True Story in 1947-48. The tight copper situation intervened and this advertising was discontinued. Revere's sponsorship of Meet the Press, which began late in 1950, was not considered wholly as a substitute for mass market magazine advertising but was the result of a decision based on a test of TV's selling power and the feeling that Revere should get familiar with TV. A year before. Revere had bought 13 weeks on the WABD, New York. Kathi Norris show to find out whether video could successfully push its Revere Ware, especially the pressure cooker, then selling at $14.95. The pressure cooker was meeting heavy competition from other brands and St. Georges & Keyes figured that if the New York metropolitan market was amenable to Revere's TV message, then a nationwide TV sales effort was worthwhile. The cookers went very well in the New York market although hard goods were moving very slowly at the time. As to the entire Revere line, it was found that New York sales increased faster than elsewhere. Revere and its agency then began casting around for a proper program. The worsening international situation plus Revere's radio experience with Exploring the Unknown, which it sponsored on the Mutual web from 1945 to 1947. suggested that an institutional format was the answer. The radio program was cancelled for a variety of reasons: I 1 ) the feeling that it had done its job in renewing the consumer's acquaintance with Revere Ware; 1 2 1 the recurring of another one of those copper scarcities which seems destined to plague the U.S. in the future; (3) the decision to go into magazines where color was available. Revere was pleased with Exploring the Unknown and was convinced by it that a public service or educational kind of program could command a large enough audience for Revere's purpose. Some of its Hooperatings were as high as 15 and an average Paul Revere <$c Son, At thvr BELL and CANNON FocndihY, a* the North Part cf BOSTON. CAST BELLS, of all fizes ; every kind of Brafs ORDNANCE, and every kind of Compof'tion rVvrh.for SHIPS, &C. at iht fnorteft noti<e ; Manufacture COPPER into Smuts. Bolts. Sjmk.es. Nails, Rivets, Dovetails, &c. from Mai \ Uablt Copper. . They always keep, by them, every kind of Copper rofttnmg for Ships. They have now on hand, a number of Church and Ship Bells, of different fiaci ; a large quantity of Sheathing Copper, from 16 up to 30 ounce ; Bolts, Spikes, Nails, Sec of all fi if s, which they warrant equal to Englifn manufacture. C»(h and the higheft price given for old Copper and Brafs** march 10 Old Venerable advertiser Revere ran this ad in 1800s rating in 32 Hooper cities was six. Its listeners bought about 3.000.000 scientific pamphlets — at a dime a piece or 13 for a $1. I Copy for the pamphlets was prepared by Science Illustrated. McGraw-Hill's post-war entry in the popular science sweepstakes. I It is conceivable that if the Korean War hadn't intervened. Revere might have gone in for less of a starchedcollar approach on TV. As it was. Meet the Press, which was being carried by NBC on a sustaining basis, served Revere's purposes admirably. It was carried on Sunday, the institutional day. It was figured that newsworthy statements uttered on the program would have little trouble in making Monday morning headlines since most political news breaks during the week. Until this past spring, it was aired during the late afternoon because superior nighttime slots were not available. Revere got a new evening segment in time for summer TV listening since Sunday afternoon audiences are STORYBOARD OF PROPOSED COMMERCIAL SHOWS WHAT HAPPENS WHEN POTS AND PANS ARE STUFFED IN CLOSET, POINTS UP CONVENIENCE