Sponsor (July-Dec 1952)

This SPONSOR department features capsuled reports broadcast advertising significance culled from all seg1 ments of the industry. Contributions are welcomed. Collecting advertiser produc Advertisers who know the importance of packaging a product attractively are likely to have the benefit of an extra "plus" nowadays — especially if their labels appeal to youngsters. It seems that the kids have taken to collecting attractive and interesting product labels in a big way. In fact, according to the American Hobby Federation. ■■JLo— Bo4,of Hal pil^P ~W& m \%>W ri,' lu Mjr PJAviicHWfEX VE£fe£h^^| I? ^S <m »i <*£ ^ * i &^ >; c-: Collector Wm. Drobalc has over 8,000 labels the collecting of seals and labels taken from household items such as food, cosmetics, clothing, confectionery, beverages, is presently the No. 1 hobby of American boys and girls between the ages of eight and 16 years. This was one of the findings in a one-year study recently completed by the Federation among 8,414 children's hobby clubs throughout the nation. Seal and label collecting has always been popular with the youngsters, though it was never, until this year, among the first 10 hobbies. In 1950. it was 24th on the list. Its meteoric rise to top spot in just two years (dethroning stamp collecting ) is chiefly explainable, according to the Federation, by the fact that it involves practically no expenditure on the part of the kids: also it is "colorful, interesting and educational." It is easy to see why this kingpin hobby is significant to advertisers; it creates a new and longer life for their labels, above and beyond product usage gives them extra ad "impressions." t labels note kids top hobby Youngsters collect the seals and labels from all types of packages, containers, cans and bottles found in the average home. To acquire new and rare seals and labels, as well as wanted items, they swap. Most-wanted types are the die-cut label and the embossed metallic foil seal. Labels are kept in scrapbooks or mounted on cardboards ( see photo ) . are often catalogued according to classification, age and type. The other hobbies among the top 10 favorites this year are ( in order of popularity I : collecting autographs, model plane-making, woodcraft, insect collecting, stamps, painting, dolls, photography and model railroading. * * * APS sets up film library service for TV stations A film library service for TV stations with practically the same flexibility as a radio transcription library was set up recently by Associated Program Service. The library consists of educational and public service films produced by Encyclopedia Britannica Films. The films may be offered to sponsors or used for planned public service programing by the stations; may be sponsored by any business or product manufacturer except those deemed harmful to young people (tobacco, beer, etc.). Under this film library plan, a telecaster selects any 100 or more films from the more than 300 currently available, which he may program in any wav he sees fit: in series, as fillers, in "Great Men" series is popular with sponsors corporated in other shows, tied in with current promotions and events, as a "TV University." For the flat libraryrate — which comes to less than $4.00 a month per film on the average TV station — each broadcaster has unlimited repeat rights on each film for a year. I Most of the films are black-andwhite one-reelers which run from 10 tc 12 minutes each.) To aid telecasters in selection of films for their libraries. APS has set up 16 suggested program series with five to 37 films in each. The series range from nature explorations to sports, from homemaking to travel. from arts and crafts to American history. A Great Men and Women series — made in Hollywood — is available separately, boasts such sponsors as Southwestern Bell Telephone Company. Kansas City; North Pole Real Ice Cream Company. Pittsburgh; First Federal Bank. Miami; Forest Lawn Cemetery, Los Angeles. To make special days, weeks and events of the year come to life, APS offers subscribers a special promotion and merchandising calendar, which suggests what EB films to use in connection with each occasion. APS reports an excellent response to the film library idea during its first month. Sponsors and agencies may obtain a catalog with full details from Associated Program Service, 151 West 46th Street. N. Y. C. * * * »! t,l / aids Sears store to top sale quota by 141 % When Sears. Roebuck and Company in Beloit, Wisconsin, held its annual sale recently, total business shot up 141% over the quota. WGEZ, Beloit. not only played a vital role in building up the event, according to store manager John Barrows, but was also on hand to air some amusing after-sale activities. For several days preceding annual "Sears Day" and during the nine-day event. WGEZ carried 11 one-minute announcements daily for Sears, which also co-sponsored the Chicago White Sox baseball games (with about six other retail establishments). As part of its promotional effort for Sears, the station conducted live interviews with manager Barrows and assistant manager Gordon Wedge. These stressed that Barrows was being "shipped" to a farm during the sale, leaving the employees in complete charge. 46 SPONSOR