Sponsor (July-Dec 1952)

KFMB Channel -8 SAN DIEGO'S TV STATION &**t6ete, CALIF'S; THIRD MARKET^ San Diego . . . an important center of ARMS PRODUCTION and Military Activities Wise Buyers Bu%p KFMB-TV, AM TV ■ CHANNEL -8, AM .550 K. C. KFMB 5th and Ash, San Diego 1, Calif. o ° John A. Kennedy, Board Chairman Howard L. Chernoff, Gen. Mgr. Mr. E. L. Deckinger Research Veep. Biow Corp. New Yorke City here E. L. : ) ou research fellers knoiv how to turn up jiggers thel make peoples sit up and take no t u c e . Sorta like th' fact thel Charlestun looks low on city populashun but is th' stale's biggest markit. Fer example, a u I o registrashuns lor th' home counties of th' states second and third biggest cities added togcthur will be beat by Charlestun. Thets how big this markil rilly is. We' re s ii p port i n ' a n American Assn. ball club with Minneypolus and thim othur liig cities. Effen I do say so. theres Joy in this markit whin you use IT CHS with 5,000 on 580. Yrs.. Algy. W C H S Charleston, W. Va. perceptible, one or two demurred in respeet to the general application of the trend. The latter pointed out that, since media strategy must always be shaped in relation to the product, mam a big advertiser will find it expedient for some time to come to think primarily in terms of "umbrella" coverage, regardless of the media duplication or dead spots it might entail. Here, in digested form, are some of the agencj men's comments, with descriptive intimation of their connections: A marketing as xvell as media authority whose firm, well over the $90,000,000-level, represent Class A food, electric appliance anil drug accounts: In approaching the problem of media reevaluation and the new pattern of inter-media relationship, we took into account that television has disrupted, as no other new medium, our traditional concepts of -media planning. We found that radio was still the most universal and flexible of mass media, with a saturation and mobility quotient that still gave it economic precedence over the o'.her media. Recognition of these factors is playing a major part in the sharp drift-back to the localization of national advertising. You'll find the same trend in newspaper buying, with the supplements feeling the pinch. Advertising planning, according to the current trend, must be in relationship to ( 1 I where the sales potential is best. I 2 I the type of medium that offers the most intensified coverage and at lowest cost and (3 I whether the medium fits in most effectively with the purchasing habits of the buyer. As part of the reevaluation of radio, the thinking in this agency tends to put the use of that medium in this order: ( 1 I national spot, I 2 | local and ( 3 ) network. We think it will be to the station operator's advantage to put his station's economy in such order as to make his rates, particularly nighttime, more attractive to the advertiser. The trend of the media pattern is in his direction but he must help meet it with a reevaluation of his own. Media director of an agency dominantly soap and food and among the first six in the field: Advertising is diverting more and more money to regional and local intensification. However, we still think that network radio has been penalized beyond the degree that it should have been. The resurgence of radio will, in the viewpoint of Washington's BEST Ask your John Blair man for the whole WWDC story Reach 571,000 SPENDING Southwesterners with the ARKTEX STATIONS in this / hot. springs OOLdBN V -A KWFC ^k j Ark TRHHCU RICH KCMC (AM.FM)' MARKET KAMD CAMDEN, Ark. TEXARKANA / Ark., Te *From Solii Wono(|«m#nl ONE ORDZR • ONE CLEARANCE ONE B LUNG Sold singly or in groups For details, write to: FRANK O. MYERS, Gen. Mgr. Gaiette Bid g., Texarkana, Ark-Tex. 126 SPONSOR