Sponsor (Jan-June 1953)

and thus sell at daytime TV rates. Discussion with station reps yielded average of about $50 per participation, less if a discount structure applies. Costs ranged from a low of about $35 for a participation to around $100. B. Commercial tips. Even if a sponsor could arrange for a series of readfrom-copv commercials (some stations won't take them I on TV homemaker shows, performers advise against such a process. One TV homemaker. whose show I Sally Smart's kitchen, WOR-TV New York I was included in Sherman Lawton's study, told sponsor: "In two years on the air with my present show, we've had plenty of sponsors, but I've never done a 'canned' commercial. Why? In an adlib show like mine, I think the change of pace from the relaxed style of a demonstration to a brisk recital of agency-written copy would stand out like a bandaged thumb. The commercial. I feel, should fit neatly into the format and mood of the show." Another typical comment came from a lady homemaker (Susan Adams. WABD New York ) who has had nearly 20 years of both radio and TV homemaking shows behind her: "I would certainly recommend that agencies brief the performers on TV homemaker shows, either in person or by mail, on the main selling points of the product. Then they should let the performer do the commercial in the way she thinks best. Of course, an agency has to put a lot of faith in a performer this way. But most of these girls are old hands at it and command the same kind of audience loyalty as Arthur Godfrey. A live, informal commercial on this type of program is the only real way to maintain sincerity." What should a sponsor do exactly? This was the consensus: The sponsor should see that the dis•taff stars of homemaking programs he is using are supplied with adequate samples of the product, full details for proper product use (including sample recipes and unusual uses I , and some information about how the product is grown or manufactured. Fact sheets, performers feel, are better than written commercials. And if commercials must be written out, radio-style copy is better than TV scripts. It's less trouble to stu<l\. If a sponsor wants to get crossplugs between media ( such as a recipe due to appear in color ads in women's magazines), he should keep TV homemakers informed well in advance and supply tear sheets of the ads. Also performers should be briefed regarding special grocery promotions, premium deals, and so forth. If a sponsor wants to check on how his commercials are being handled, the best way is to watch a homemaking show on the air, or view a kinescope recording. Straight transcribed recordings, like radio airchecks, are useful in evaluating the audio portion of commercials, il kinescopes arc too expensive. Above all, performers told sponsor, clients should hold a lighl rein on their TV homemaker shows. "I can do a wonderful selling job," said one young star of a homemaking show, "when I know I'm not being pushed!" G. For tin' future: There's every reason to lliink thai TV homemaking shows. I oth the kitchen stove variety and the "woman's page" type, will be around indefinitely. Basic formats, CBS Radio Network teo J. ("Fitz") Fitzpatrick I. R. ("Ike") Lounsberry herever you o there's adio You ride with the winner when you ride with WGR... the most listened-to station all over Western New York, Northwestern Pennsylvania and nearby Ontario. For example: WGR's vivid broadcasts of baseball, basketball, football, plus all-around sports coverage win top audiences throughout the year. BROADCASTING CORPORATION RAND BUILDING, BUFFALO 3, N. Y. National Representatives: Free & Peters, Inc 4 MAY 1953 75