Sponsor (Jan-June 1953)

I WAVE-TV OFFERS TOP PARTICIPATING PROGRAMS! "FLAVOR TO TASTE" — Louisville's best cooking program. "DIAL FOR DISCS" — popular disc jockey show. "OLD SHERIFF"— Western films, for kids of all ages. "MAN ON THE STREET"— entertaining downtown street interviews. "POP THE QUESTION"— studioaudience quiz show with prizes. "MARKET BASKET" — informative food shopping-guide program. "MASTERPIECE MOVIETIME"— recent top -flight film classics, Tuesdays at 9:45 p.m. "SPORTS SLANTS"— early-evening sports show. "HEALTHY, WEALTHY & WISE" — children's audience-participation quiz. "FARMS AND FOLKS"— Louis ville's only agriculture program. "MATINEE THEATER"— daytime show of popular, full-length movies. For full details, see your Free 8. Peters Colonel or write direct. WAVE-TV FIRIT H KENTUCKY (Z&attftet NBC • ABC • DUMONT LOUISVILLE, KENTUCKY FREE & PETERS, Inc. Exclusive National Representatives. MEDIA EVALUATION (Continued from page 50) can't sell one-third of your market unless you use radio. And you can't sell one-third of your market unless you use newspapers. (See "You need both,"" sponsor, 29 February 1953, and "13 questions retailers ask most often about radio," sponsor, 9 March 1953.) 3. Your so-called national advertising may be full of holes if you're depending on the wrong medium — when examined from the standpoint of coverage in one market. For example, most advertisers are aware of the fact that radio gives virtually complete national coverage (98.1 /r homes), newspapers about 85%, magazines about 69% and TV about 47 %. Yet when you examine a specific market, the disparity in coverage by the different media is astonishing. Lancaster, Pa., was the market picked by a $50 million New York agency for SPONSOR to illustrate this point. The figures, cautions the agency, may not be fully up to date. The agency did not prepare them to feed the flames of media arguments; they are merely an example of what an advertiser — and his agency — should know about one market before buying media. The complete table on page 46 bears close study. With 33,800 households in the city zone of Lancaster: 93% are reachable by radio. 86% by the evening New Era. 84% by TV. 45% by the Sunday News. 41% by the morning Intelligencer Journal. 32% by the American Weekly. 30% by This Week. 26% by Life. 20% by the Ladies' Home Journal. 15% by the Saturday Evening Post. II'; by Look. Id', by Collier's. The magazine figures are for the city circulation only; the percentage for the county drops to 15', for Life and 6% for Collier's. In other words, be careful in analyzing your national advertising that you get sufficient market-by-market impact to make it worthwhile. Media and sides: Does choice of media affect sales? Wrigley and American Chicle think so. But interestingly enough, these two gum giants, which account for $126 million of the estimated $150-$160 million annual gum sales, use virtually opposite methods to achieve the same goal: sell gum. Here's how the race shapes up over the past five years. SALES (in millions) Year Wrigley American Chicle 1947 $50.1 $38.1 1948 61.4 38.9 1949 68.4 34.4 1950 72.1 35.1 1951 73.5 38.3 1952 76.1 47.8 Note how American Chicle began to move up in 1951. That's the year it (1) plunged into network radio and TV on a big scale; (2) began to devote 70-75% of its budget to the air media; (3) introduced Clorets, a 15<* chlorophyll breath purifier. "We make gum, not medicine," says the Wrigley company, and continues devoting a third of its budget ($8.7 million this year I to radio and TV. one-third to print, and one-third to outdoor. Its air shows are Gene Autry on radio and TV and Yours Truly, Johnny Dollar on radio. American Chicle, spending $5 million on advertising, has two TV shows [Date With Judy, Rocky King ) ; 20 Questions was used for 13 weeks through March. Thus although outspent $8.7 million to $5 million in all media, Chicle actually spends more on air advertising than does Wrigley. Is this the key to its success? Significantly Beech-Nut, the third ranking gum firm, is devoting only 2% to 5% of its $600-700,000 budget for gum to radio announcements and is believed in the industry to be falling still further behind Wrigley and Chicle. Two other examples need be cited briefly: Mars, Inc., makers of chocolatecovered candy bars, rose to the top in its field using non-air media to sell a fine product (Milky Way), but since 1939 it has maintained its dominance at least partly by devoting most of its advertising budget to radio and now TV as well ($1.7 million of $2 million last year, or 85%, and probably the same percentage for the new budget now being prepared). Leo Burnett of Chicago is its agency. (See "'RadioTV best sales tools we ever had' — Mars," SPONSOR, 15 December 1952.) The Wine Corporation of America, working through Weiss & Geller of Chicago, had an excellent product, Mogen David wine, but wasn't growing very fast until it plunged into network TV in 1950. Since then it's doubled its sales — from 2 million gal 100 SPONSOR