Sponsor (Jan-June 1953)

his own mobile unit and has traveled better than 22,000 miles visiting and interviewing the farmers during the last 12 months while carrying on an extensive speaking tour and two daily programs over our station. He is serving as chairman of the Educational Relations Committee of the NARFD and won the Farm Safety Award in 1951. We certainly have no quarrel with SPONSOR and are not ungrateful at all for the very generous remarks you have made regarding KWTO in past articles. Naturally, it is too late for us to do anything about being a part of the very fine article in that past issue, but we do want to call to your attention the facts related in this letter. Next time an article such as this one is contemplated, we are sure we can add many things of interest for your good readers. Leslie L. Kennon Assistant Manager KWTO Springfield, Mo. • SPONSOR recognizes KWTO's important role in farm-radio programing:. Sorry that we were nnahle to treat farm-minded stations, KWTO included, who did not return questionnaires sent them. CLIPPINGS VS. SALES I've just finished taking a gander at your 26 January issue and of course say thanks for the note on Christina's flower story about her use of KVOO, but particularly I want to add my applause to your editorial, "Stop rushing for cover." I've felt for a long time that too many radio and television people are letting the fact that you can clip ads out of a newspaper or magazine overshadow their actual value. I have always questioned to the advertiser whether he's trying ... to sell his product. If he is interested in his product . . . then radio, and of course, in our case, farm radio is certainly the thing he should be going to if he wants the cheapest possible per impression that he can buy in any media that is now available. Sam B. Schneider Farm Director KVOO Tulsa, Okla. TV COSTS GOT YOU DOWN? The Sportsman's Club 52 popular, well rated, 15 minute hunting, fishing and outdoor shows featuring Dave Newell and panel of experts. Write for audition prints. SYNDICATED FILMS 1022 Forbes Street Phone: EXpress 1-1355 Pittsburgh 19, Pa. AUDIENCE TURN-OVER I have subscribed to your magazine for some four years and I have a recollection that at some time during this period you published some information regarding the relative "turn-over" in audience for various types of programs. If you have any such information, could you please send me a copy, charging the cost to my account. What I am particularly looking for is information regarding the total audience that can be expected from say a half-hour self-contained mystery-thriller, as compared to a five-times weekly 15-minute serial program. F. J. COOMBES Sales Manager Macquarie Broadcasting Service Sydney, Australia • The information Reader Coombes requests is eontained in several research articles that have been featured in SPONSOR over the past two years. No one particular study covers all the questions mentioned. CANADIAN ADVERTISING We have noticed in your December 29 issue reference to The Canadian Advertising Research Foundation's recent studies on magazines and weekend publications. You point out that 51% of Canadians 15 years of age and older do not read 11 of the top magazines in Canada. In fairness to the magazine medium, we would like to point out that the 51% that you show is not quite as bad as it looks. In the 1949 magazine study for instance, in a certain group of questionnaires, 8,081 claimed to be readers but only 3,301 were counted as qualified readers. The definitions for these being: Claimed readers are those who said they had looked through a copy of the magazine in the past six months, either at home or somewhere else; qualified readers are those who gave positive evidence of having read or looked at a minimum of one major editorial item in a specific issue shown. Your figure of 94.4% of homes having radio is no doubt correct, but in fairness to the magazine medium it is just like having an unopened copy of a magazine in the home. We would recommend that y©u read the appendix to the 1952 Magazine Study, pages 24 to 27, in this regard. John A. M. Galilee Secretary Canadian Advertising Research Foundation Toronto, Canada EL PASO'S MARCH OF DIMES TELETHON proves . . FOR RESPONSE-ABILITY KROD-TV IT'S CHANNEL 4 R ioThT",,""*'"TBB M MARCH OF DIMESM 1 ' K II ' ' .'■ • p ,["v' B^H After only 3 weeks on the air in a new TV market, KROD-TV staged its first "Telethon", for the March of Dimes, and received $24,000 in pledges from 2.064 persons. Last year, the entire March of Dimes drive in El Paso, Texas raised only $37,000. Many pledges came in from more than 100 miles away, proving KROD-TV's wide coverage. For Public Service AND Commercial telecasting, KROD-TV has demonstrated its tremendous pulling power. Add to this the finest facilities, channel 4 with mountain-top transmitter, CBS-TV and Dumont affiliations, experienced TV staff, forceful merchandising, and you have the winning combination for the El Paso southwest market. RODERICK BROADCASTING CORP. D. RODERICK Chairman VAL LAWRENCE DICK WATTS Pres. b Cen. Mgr. TV Sales Mgr. National Representatives — The O. L. TAYLOR CO. 23 FEBRUARY 1953 99