Sponsor (Jan-June 1953)

iillion agency analyzes each major market Other radiO COVerage I in Lancaster city and the county STATIONS WEEKLY AUDI CITY NIGHT DAY ENCE BASIS CO NIGHT (1949 BMB) JNTY DAY WCAU, Philadelphia 28% 34% 35% 79% WCBS, New York 72 75 78 — . WGAL, Lancaster 92 60 52 89 WJZ, New York : 37 37 37 24 WLAN, Lancaster 87 70 62 81 WNBC, New York 70 27 23 j WOR, New York 45 55 54 47 WORK, York 72 ... . .... KYW, Philadelphia 76 73 .... WBAL, Baltimore 70 72 .... WIP, Philadelphia 72 70 77 WEEU, Reading 75 .... — WFIL, Philadelphia I J ,7,7,7," lu --- COUNTY POP. PRINCIPAL CITIES POP. | Lancaster 1 York Dauphin Lebanon 235,000 203,000 198,000 82,000 Lancaster York Harrisburg Lebanon Total 64,000 60,000 89,000 28,000 Total 718,000 241,000 0» MagaZlneS ■ three categories; weeklies, women's, supplements 52-+I Television cost and coverage: /<>'■ coverage see next column WCAL-TV, Lancaster, 7,200 watts video, 3,600 watts audio/Channel 4 AMOUNT me costs (Class A— 6:30-11 p.m.) (Class B— 5-6:30 p.m. Mon.-Sat. Sun. afternoon) (Class C — all other) <A HR. 378.00 283.50 189.00 126.00 94.50 63.00 WEEKLIES 1 MAGAZINE CITY CIRC. COVERAGE COUNTY • CIRC. COVERAGE! Life Saturday Evening Post Collier's Look 5,700 2,900 2,000 2,800 26 75 70 74 70,300 5,800 3,900 6,200 75 70 6 9 Total 72,800 65% 26,200 40', WOMEN'S MAGAZINES Good Housekeeping McCall's Woman's Home Companion Ladies' Home Journal 2,600 3,700 3,300 3,900 73 76 77 20 5,500 6,000 8,300 7,900 8 9 72 72 Total 72,900 66', 27,700 4V, SUPPLEMENTS \ American Weekly This Week Parade 6,300 7,500 32 30 70,500 70,600 500 75 76 7 Total 72,700 62% 27,600 32%] tive for cigarettes. When we tried a very specific test in a particular market, it was very hard to establish the superiority of any one medium." A third agencyman, president of a $90 million New York house, adds: "Copy is more important than media. So we spend more time testing it." But media evaluation remains a fascinating subject for everyone concerned, and only a few cynics — principally agency researchers — were critical of sponsor's project. More agreed with John B. McLaughlin, Kraft Foods' advertising and sales promotion manager, who told sponsor: "Media evaluation is a vital problem. Expenses are mounting. Allocation of funds is becoming more urgent because of TV. What's it worth? Each product is a special case after vou decide on an over-all media pattern. sponsor's study should help advertisers understand the advantages of each 20 APRIL 1953 medium. Anyone who calls media selection cut and dried is kidding himself." Does bias enter into media selection? Maurice B. Mitchell, vice president of Muzak and a torrential defender of radio, thinks so. "Media selection is still pretty much in the cave-man stage," he says. "It is riddled with personal prejudices and unspoken confessions of inadequacies. An agency principal whose background is largely in the visual field is always full of bright ideas about the impending doom of radio and its inability to do a good selling job. On the other hand, an agency which made its reputation in the field of merchandising and packaging unfortunately regards media as simply 1 icing secondary to the agency's own skills in other fields, and his media policy is likely to be just as haphazard. The well-balanced agency which makes a selection of media on a completely unbiased basis without regard to anything but the ultimate aim of doing the best job for the least amount of money is a rare thing indeed." And the ad manager? "Too often he's a T-square artist with a green eyeshade who came out of a black-and-white (print) background and for the sake of holding on to his job doesn't want to meddle with a medium he knows nothing about." Media tests: On the other hand, quite a few advertisers do want to know the facts. Here's a rundown of a few tests being made that sponsor uncovered: 1. ABC has completed a highlx original eye-vs.-ear test for the benefil of its sponsors: It called on 1.500 housewives, found the) re more susceptible to a presentation by ear than to one in |>iint. sponsor will be the 47