Sponsor (July-Dec 1952)

"■ . 3L BR i '; ■ H :• 1 B f I' < s if •fijrt' < 150 ,h YEAR 18' 01 — IVs JV.EVEKE 1801 '•J' 19511 Js» L' S *> \ 1 5W <*• > "'^■JeW^i Tip* \ -• It SERVICE .'•.3QPLV i 'vicm (A > Uspwtf W6W Modern advertiser Revere uses TV. "Meet the Press" shot shows Governor Dewey on program when he announced support of Eisenhower comparative!) small during the hot months. There has been some talk about the program being on the 10:30 to 11:00 p.m. slot in the fall. This latter nighttime slot has recently been appropriated for the summer by one of Revere's competitors, Bohn Aluminum and Brass Corp., which simulcasts its American Forum of the Air and is a reminder that more than one metals firm followed Revere's footsteps in the Sunday, institutional approach. Aluminum Co. of America sponsors Ed Murrow's See It Now on CBS TV from 6:30 to 7:00 p.m. Alcoa makes aluminum kitchen ware and it, like Revere, divides its commercials between its industrial products and its pots and pans. These Sunday public service programs have panned out pretty well for their sponsors as far as listenership goes. At the height of the winter listening season. Meet the Press reaches about 2,300,000 homes. The average Nielsen rating for the two weeks. 27 OF USING SPECIAL WALL RACK FOR REVERE WARE m_ aft* %* &H W^IL, ' f~ ■■"■a** I January and 3 February 1951 was 16.2. Ekco, whose products are solely in the consumer category, sponsored The Goldbergs during the past season along with Vitamin Corp. of America ( "Rybutal" vitamins ) and Necchi Sewing Machine Sales Co. The program was on three times a week for 15 minutes until its summer hiatus began 4 July. The show will return in the fall on a single half hour weekly basis. The expectation is that one of the three last-year sponsors will buy the entire show but the problem of which one hasn't been settled yet. At first glance, it might seem strange that Revere sells its pots and pans to women via politics (even Revere's agency admits that men have little to say about such purchases I . But 48% of the Meet the Press audience are women, anyway (44% men, 8% children ) . Secondly, Revere is also selling copper products to men in industry and to the male consumer who is interested in the materials that go into the house he may buy or now lives in. Revere industrial salesmen have found a gratifying reaction to the program among men in the metallurgical business. In its commercials on Meet the Press, Revere wisely decided to leave out the middle-of-the-program sales pitch and was rewarded with hundreds of grateful letters from viewers. The opening commercial is a gentle, dignified reminder that Revere Copper and Brass, Inc., serves industry and the consumer with research and a variety of products and has been doing so for 151 years. A typical commercial, used recently, went as follows: The TV picture dissolved into a flip board showing the United Nations Secretariat Building in the background with a close-up of a hand on a door-knob. A caption said: "WHEN YOU TURN A DOORKNOB. The announcer ( unseen I repeated the caption and went on '*. . .in any one of the United Nations major buildings, you meet Revere first hand. For Revere brass and bronze were used exclusively in the hardware for this great landmark of the world's hope for security. (Revere, it might be pointed out, does not make doorknobs but both brass and bronze are copper alloys.) The commercial went on making similar points about Revere metals in a calculator and a new steam and dry iron (with corresponding flipboard pictures and captions ) and ended up in a not-so-rash prediction that when there are rockets to the moon. Revere metals will in some way make the trip possible. The program itself has four reporters throwing more or less embarrassing questions at a key political figure. It is the policy of moderator Martha Rountree not to let the debate get too hot. The questioning panel consists of permanent member, Lawrence SpiI Please turn to page 118) 29