Sponsor (Jan-June 1953)

2. Agency media project: This is how a $0 Note vast differences in coverage of city and county by newspapers, radio. TV, and magazines, especially latter. Agency cautions "none of the information is necessarily up to date. It is shown onl\ ns an example of the hind of information that is helpful, median ise, in evaluating a given market." A study of the figures below will show, radio has 100r< coverage in Lancaster County as compared with relatively small magazine coverage percentages. Newspapers as well lead the magazines, demonstrating the well-known greater intensity of local-based media in any given market. However, the purpose of presenting this data is not to suggest media conclusions but ra'her to make a beginning in presenting an impression of where media analysis stands today as a "science." INFORMATION ON LANCASTER Lancaster, Lancaster County, Pa, (county seat)* clothing, cork products, hod products, footwear, hardware, IddllStriBS ■ leather products, machinery, machine tools, radio parts, rubber products, textile-mill products, tobacco products, watches ECONOMIC INDICES Population (1951 est.) Households (1951) Radio homes (1951 ) Retail sales/hhld. (1950) TV homes (Jan. 1953) •Most data f^om Consume 63,700 79,400 18,400 $5,206 16,300 CITY ZONE 117,000 33,800 31,600 no data 28,400 COUNTY (co ncides with TV AREA Metro area) 235,000 718,000 68,000 218,000 64,000 209,000 $3,503 no data 57,000 183,000 2. Newspaper cost and coverage sa^e™, imemgencer jour.,sun. New\ CIRCULATION TOTAL CITY ZONE % IN CITY ZONE % CITY COVERAGE Intelligencer Jour, (a.m.) 30,400 73,800 45 47 New Era (p.m.) 40,700 29,300 72 86 Morning & evening 71,100 43,700 67 727 Sunday News 58,900 26,500 45 78 BLACK AND WHITE RATES (FLAT) line rate milline rate MORN. & EVE. .24 3.32 SUNDAY .27 3.57 3. RadiO COSt and COVerage.' Coverage from inside market WCAL, Lancaster, NBC, 250 watts/ 1490 kilocycles Total coverage in Lancaster County 100**i, Total coverage in Lancaster County 100% AMOUNT PERIOD HALF HOUR MIN. SPOTS STN. BREAK 52-time costs Class A (evening) Class B (day) 67.50 49.00 70.80 7.50 70.80 6.25 WLAN, Lancaster, ABC, 1,000 watts 1390 kilocycles AMOUNT PERIOD HALF HOUR MIN. SPOTS 52-time costs Class A (evening) Class B (day) 68.00 57.00 70.50 6.40 In any case, the answers ran as follows from the fir.-t 55 agencies tabulated (15 more than the advertiser "correlation" tabulation) among the 1,000 queried as to whelher they had established a connection between sales and media used: Yes— 9; /Vo— 13; In part— 11; No answer — 22; Total — 55. Now get this: These 55 agencies represent $250 million in billings. Of the 55, only nine were confident (or brash) enough to state without any qualification that they knew why they were recommending a specific medium to their clients. In other words. L3 did nol know in advance thai the media they wanted to use would sell more goods tban any of a half-dozen others, and 1 1 had established a correlation onl\ in part. If tins doesn't indicate i great need foi media evaluation, then nothing doe-. Mere are some comments from the nine who discovered that the medium you use influences the sales you make: 1. A $450,000 Buffalo agency with 30% of its billing in air media: Using coupons, sales results, and inquiries as a measuring rod, it established a correlation in several cases where TV alone was used and where media combinations were used. 2. A $4 million New York agency with 50% of its billings in radio and TV: It has tested markets, used coupons and customer questionnaires, and checked sales results. It has decided TV sells best for its particular clients. 3. A $3 million New York agency with 68^5 of its billings in radio and TV: It has tested different media in various cities for household consumption items and found they rank (1) TV, (2) radio, and (3) newspapeis. 4. A Providence, R. I., agencj with 3 ■>' of its $1 million billings in air advertising: It made specific tests of product sales and found TV "did the better sales job" for toys. 5. A leading Columbus, Ohio, agency with 20% of its billings in radio: It has tested media in different cities and found "radio gave the lowest cost return." 6. A Utica agency with c]r< of its $1.5 million billings in air media: It tests markets, checks sales results, and uses coupons and feels it can determine radio effectiveness pretty well. But the giants seem more skeptical. Here are two typical comments: • \ Sl20 million New ^ m k agcnc\ president with three secretaries: "We have products in the drug field where the movement from the retailer to the consumer has been related to advertising. But in general its verj bard to measure media effectiveness." • Research director of a $50 million New York agencj : "In a general way, we know that TV is more effec 46 SPONSOR