Sponsor (July-Dec 1952)

WSYR's Local Radio Sales UP 39% For the period ending April 30, WSYR's local radio sales were 397c ahead of 1951. The local advertisers responsible for this increase are in the best position to test the effectiveness of all media. They know which advertising keeps the cash registers ringing. One Important Reason . . . In Syracuse TV Supplements Radio — Has Not Replaced It Even though Syracuse is a twoTV-station city — even though 71% of the homes in the Syracuse area have TV sets — radio in Syracuse is very much alive and kicking. Two separate surveys of television homes show 2.4 radios per TV home, with 61 radio receivers purchased after the homes had TV. Combined radio-listening and TV-viewing in these homes total an average of 7.59 hours a day. Compared with nonTV homes — Radio Listening Average Hours per Day In TV homes 3.07 hours In non-TV homes .... 4.52 hours National Spot Advertisers TAKE NOTE! Write, Wire, Phone or Ask Headley-Reed ACUSE 570 KC NBC Affiliate WSYR— AM— FM— TV The Only Complete Broadcast Institution in Central New York the chain's five-a-week WCAL program American Stores Rings Your Dell, and backed by extensive advertising, publicity and exploitation. Some lot 1.000 entry blanks are being distributed through 1.200 store outlets in the Philadelphia area. Entrants must tell "Why I Like to Shop at American Stores" and "Why I Would Like a Second Honeymoon." Daily winners get merchandise certificates. with five grand prizes to be awarded al the end of the contest. Yellow cabs in San Antonio gave station KITE a real boost recently— and all because of the visual similarity between the station's call letters and General Eisenhower's first name. The morning after Eisenhower was nomi ii.v;;!> : nated at the Republican Convention, every Yellow Cab (over 100) carried a poster reading "I like KITE" — giving motorists and pedestrians a "double-take" due to resemblance to the General's campaign slogan. KITE polled public opinion less than one hour after Ike's nomination, found that most San Antonians thought he would be elected. Movies and television again back each other up for mutual benefit. Early in July. WTOP-TV, Washington. D. C. entered into a cross-promotion deal with RKO Keith's Theater; the movie house would promote WTOP-TV's Pick Temple show and the station would plug the Walt Disney "Robin Hood" feature at the theater. Keith manager Jerry Baker said "Robin Hood" played to "fabulous business."' The movie next to lie booked was the old film "King Kong." So satisfied was the theater that it used its whole TV budget ($1,500. later upped to $2,000) in a saturation campaign on WTOP-TV for "King Kong." On opening day, according to Baker, the line in front of I he theater was two blocks long — indi cative of the impact of the TV campaign. * -* -:t KFMB-TV, San Diego, has sold its test pattern to a sponsor. The San Diego County Electronic Association, a non-profit organization composed of TV technicians, wanted to reach all the TV technicians of San Diego county. Half-jestingly. KFMB-TV sales manager. Bill Edholm, suggested the test pattern to Doug Weaver of Weaver Advertising. Before he knew it, Weaver signed a contract for a series of announcements for his client during the test pattern period. Results, according to KFMB-TV. have been notable. Whether the product is a hairpin or a house, air announcers feel they can do a much better job of selling if it they've tried it themselves. Al Stevens of WWIN. Baltimore, recently went after a real "low-down" on the product of a new sponsor, a home builder, by donning overalls, cap and heavy shoes, and actually working side by side with the craftsmen in building a home. All this so he could give his listening audience first-hand facts about home building. According to the sponsor, L. E. Mellin. Jr.. the number of prospects and actual sales of the $9,975.00 homes increased by leaps and bounds as a result of Stevens' commercials. * * * MEN, MONEY, MOTIVES I Continued from page 6 I Remember the dynamic propaganda fact about radio. It cannot be shut out despite all penalties and devices. The Germans learned that. Books, magazines, newspapers can be stopped dead at frontiers. Not so radio waves. Russia has recognized this truth and adopted what measures are possible other than "jamming." It has designed its whole system so that reception of broadcast material is from official locked towers. Control of content is thus absolute so far as the dictators can make it. There is no program choice but the official. Everything goes from the locked tower by electric lines to loudspeakers in squares, factories, clubhouses and so on. * * * When Russians speak of "radiofication" they mean the systematic equipping of villages, collectives, public 122 SPONSOR