Sponsor (Jan-June 1953)

one of WDIA's many famous personalities Procter and Gamble's CHEER Joins WDIA, Memphis! Thus CHEER. P&G's newest pro-Juct— with the built-in "Blue Magic" — becomes the fourth P&G product on WDIA (joining Tide. Crisco and Duz). Why? Because WDIA completely dominates in selling to the great Negro segment of the Memphis Trade Area (439,266 Negroes in WDIA BMB counties). Do other blue-chip advertisers know this? You bet. There's a big list which includes Blue Plate Foods. Musterole. "High Power" Chile & Tamales. Carnation Milk. Riceland Rice. McCormick Tea & Spices. Pertussin and Armour Cioverblooni 99! Believe us. it'll pay YOU to get the full WDIA story TODAY1 HOOPER RADIO AUDIENCE INDEX City: Memphis. Tend. Months: Oct. -Nov. '52 Time Sets WDIA B C D E F G T.R.T.P. 11.9 23.4 27.2 20.3 13.0 II. I 8.7 4.0 (Note: WDIA's share Saturdays: 21.4; Sundays: 35.3} MEMPHIS WDIA TENN. John E. Pearson Co. Representative Dora-Clayton Agency. Southeast What has TV Done to RADIO iei Syracuse? In spite of the fact that Syracuse is a two-TV-station city even though 71% of the homes in the Syracuse area have TV sets — two separate surveys* show that radio is very much alive and kicking. 3.07 Hours a Day is the average daily radio-listening time in TV homes in Syracuse. These same homes watch TV an average of 4.52 hours a day. NonTV homes listen to radio 4.4 hours a flay. TV has not replaced radio in Syracuse — merely supplements it as a source of entertainment and information. II rite, Mire, jtlione or Ask Headley.Reed for your FREE Copy of r/if Surveys. Acuse 570 KC NBC AFFILIATE SUNDIAL [Continued from page 27) The salesman's transcription further pointed out that use of the jingle during a six-week test had boosted sales as much as 52%. As an illustration of the deal offered to retailers lets look at two markets. Boston and Providence. The one-minute rate on Boston's WHDH was $24. but Sundial offered local dealers a 10spot package for $60 or a 20-spol package for $100, with Sundial laying out the balance of the cost. In this case, Sundial paid $2,304 for 96 announcements, recovered $480 from participating dealers. On the other hand, the WHIM. Providence, rate being $4.85 per minute-spot permitted the shoe manufacturer to recover $250 of a $485 expenditure by getting the local Sundial outlets to participate in the 100 announcements used in that market. By the time the fall campaign was ready to go on, 146 dealers were tied in. Schedules were bought on 79 stations for a total of 8,500 announcements— almost 210 hours of commercials— to be used during the backto-school period. Dealer reaction to the campaign was so enthusiastic that the agency went to work almost immediately on a fiveweek Easter 1953 saturation schedule. Because of the success of the Foodini traffic builder, the dealers asked that a giveaway be tied into the radio campaign. After shopping around, the agency settled on a "magic" ring which will be distributed to participating dealers at cost (about $12.50 per 100 l . It is interesting to note that the radio spots are governed by TV availability: Spots are all daytime in TV but day and night in non-TV areas. Sundial is experimenting with TV spots in Greensboro, N. C. and film commercials are available to dealers who want to use them on a co-op basis. In iiive \ cai round continuity I" its advertising. Sundial place space in national magazines like Life, SEP, Colliers', Boys Life, Parents. To stretch this budget over the year, small space ads are used. Sundial attributes great importance to ils trade paper advertising. I sing double trucks in alternate issues throughout the year keeps the Sundial name smack in front of the retailers, reminds them that Sundial is backing them up. * * * THE QUAD-CITIES 74th in RETAIL SALES among Sales Management's 162 Metropolitan Areas s TEADILY increasing is the standing of the OuadCities among the 162 standing metropolitan areas. Now in 74th place for retail sales volume, the Quad-Cities continues to grow. And growing with this community for over 25 years. WHBI is a powerful influence in the homes of over 240,500 Quad-Citians — quality people who buy quality goods — yours included, if you tell them. Les Johnson — V.P. and Cen. Mgr. WHBF TEIC0 BUILDING, ROCK ISLAND, ILLINOIS Represented by Avery-Knodel, Inc. ,""* • Same old story • in Rochester . . . ! WHEC WAY I OUT AHEAD! » Consistent audience rating • leader since 1943. WHEC ROCHESTER, N.Y./// $,000 WATTS \ ft •prxanfonV,.! ... IVri ITT-M<KINNrY, Inc., N»w York, Chicago LEE P. O'CONNELL CO.,lo Angc-Us, San Fronciice 82 SPONSOR