Sponsor (July-Dec 1952)

buildings with wired radio, they mean a s\ stem designed to exclude, as far as possible. Russian citizens hearing non-Russian broadcasts while at the same time assuring to the Moscow command universal organized attention. Russian broadcasts are labyrinthic in intricate organization. The preponderance of official news from Moscow stands out but Dr. Huth, again, testifies that much local and neighborhood news is filtered, by committees, into the programs. Equally interesting, and not usually appreciated by Americans, there is a rich in-mixing, in recent years, of commercial advertising announcements for the various Soviet State stores, agencies and services. Music, usually of excellent cultural quality, is second in stress on Russian radio. Children's entertainment is third. There appears to be very little drama or comedy. The Russian idea would be to install microphones in the LuJ "H-T i 1 COLO. NllMASkA KANIIAS ~^> / M III KO N mm | MO TOP STATION IN 119 OUT OF A TOTAL Of 126 RATED QUARTER H0URS-$» "The most listened-to station in the area!" That Achievement Citation goes to KFAB as the Conlan Report for 1952 is released. This is not merely an Omaha survey ... or a few hand-picked counties in the area, but is a thorough measurement of 1 1 1 solid counties in the KFAB primary and is based on 139,000 calls! . . . The final tabulation puts KFAB away out in front Out of a total of 126 rated quarter hours, KFAB is top station in 119. Station B ranks first in only seven quarter-hour periods. Get the facts . . . find out what the audience-building achievements of KFAB will do for you in The Midwest Empire Market. Contact Harry Burke, Ceneral Manager ... or a Free & Peters Colonel. frV?.J i&i'i&»m ,-., ■>o, mu S o aters for that and do a straight remote pick-up. Oddly enough the emphasis of Russian film-makers on the documentary, or dramatized, type of social commentary has no echo on the radio. Russian radio bothers little with showmanship, will read long Pravda editorials, one after the other, in unrelieved voice. Nor is there any Bolshevik Burns and Allen. * • • Mr. Byles MR. SPONSOR ASKS {Continued from page 45) vertiser's sales representatives can further their own interest by calling on station management. Horace N. Stovin President Horace N. Stovin and Company Toronto, Ontario Y o u r question, "How can advertisers get information on how to get the most out of Canadian radio?", made us stop and think of how we, as an agency, gathered factual data and evidence to sell radio advertising. Actually, there are five sources of information : 1. The rep 2. The station 3. BBM 4. Radio ratings 5. Dominion Bureau of Statistics It seems as though, at every radio convention, someone invariably raises the cry for more factual information from stations and reps. It has been our experience that the Canadian reps do a very worthwhile job of supplying the necessary information and service to sell radio. The same thing is true of the stations and certainly, the industry-sponsored BBM has made a great contribution to our knowledge of radio. However, by far the most important source of information is the experience of the agencies' radio department in purchasing on behalf of a variety of accounts. It is no longer possible, in this era of competitive radio, to sit in our Ivory Towers and select stations and times entirely on the basis of statistics. We therefore lean 124 SPONSOR