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Mr. BarreH
hers' territory. Thus the trade is presold and the product well distributed before a word of advertising is seen or heard by consumers.
It is the organization of the program that will help to get the money's worth. duPont believes, and insure stepping out further in the future. C. E. T. Scharps, Account Representative BBDO, N.Y.C.
Sales results-perdollar-spent is the acid test of media costs. In television the advertiser should always view cost increases only in relationship to sales results. Rising advertising costs is the secret of growth of most large American corporations. They have become large by gearing increased advertising dollars to the progressive increase of sales.
An entirely different matter is rising TV costs that become excessive in relation to sales results. This is a danger signal to reappraise the advertiser's TV efforts and approach. Here are a few checking points: (1) Is the pro-rata cost of certain markets high in ratio to sales results in said markets? (2) If you have a live show, are the total costs of program, including bcloiv-the-line costs, still justifiable in relation to sales results? (3) What alternatives do you have if program costs are disproportionately high?
More and more advertisers are answering these questions with TV film programs on a national spot basis. Only markets with good results-perdollar-spent need be bought and renewed. With film program syndication, the advertiser pays a fraction of the total program cost and for exactly the cities he buys. With film, an advertiser may buy a $25,000 show for $12,000 or better and get just the coverage he wants. With film the economies of rerun are effective. Remember, a first run rating of 25.0 really means three out of four, or 75% of the viewers, have not seen the show. Past episodes can be interspersed with new episodes, or the 13 best episodes can be selected for summer use.
Halsey M. Barrett Eastern Sales Manager Consolidated TV Sales, N.Y.C.
Want to catch the big ones,
year-'round, with RADIO?
Winter or Summer, your best Kentucky radio buy is always WAVE — the 5000-watt station that covers the Louisville Trading Area thoroughly, with no waste.
This area alone accounts for 55.3ci of the State's total retail sales — 51.3% of its food sales — 59.8% of its drug sales! It also accounts for more than a quarter million car and portable radios to keep people "radio-active", whether they're at home or on the go!
Any way you look at it, radio is your best bet in Kentucky, and WAVE radio is the cream of the
5000 WATTS
NBC AFFILIATE
crop.
WAVE
LOUISVILLE
Free & Peters, Inc., Exclusive National Representatives
4 MAY 1953
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