We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
vertisers both local and national \\h<> are dissatisfied with the No. 3 and No. 4 station in their market and will try nighttime on those same stations with budgets that never permitted nighttime radio in the past.
Broadcasters have understandable resisted the clamor to equalize day and night rates, but the fact is that equal rates do exist in the 25 top markettoday. The top stations in those markets have not taken that step, but the third or fourth station in the market has . . . and it is paying off.
There is a great deal of statesmanship and leadership needed before radio will wear its mantle as proudly and as profitably as it did in "Radio's Roaring '40's." Equalization of rates is just one step of change that will help re-shape radio's role for the future. Just as all media need their basic adverisers, all need their marginal advertisers. Radio needs its hardware stores and clothing chain just as well as it needs its soap and drugs and cigarettes from the networks or as spot campaigns. Equalizing the rate is going to make it possible for more agencies to recommend more radio strongly once again . . . chain lightening, tandem, et al.
Radio has to take new and flexible steps . . . now! Perhaps the old soap opera actor said it best . . . "You've got to keep those studio doors open to you . . . you can't let them shut in your face!"
Hal James
V.P. and Radio-TV Dir.
Ellington & Co., Inc.
Any questions?
SPONSOR welcomes questions for discussion from its readers. Suggested questions will be evaluated for their interest to other readers and, if found suitable, will be submitted to the most appropriate authorities for answering. Topic in 1 June issue will be: "One network president told sponsor he thought better and cheaper network radio and TV would result if nighttime radio abdicated to TV and daytime TV to radio. What do you think?''
HERE'S ANOTHER "EXTRA"...
WDSUandWDSU-TV
GO TO THE FOOD FAIR!
II
VIAL J
i€> More
W< TELL
The
More Yd
ti SELL I
L.
Y/28Q
WJD"
£t/|
I
t
Promotion Plus . . . that's how it's done at WDSU and WDSUTV all year 'round! No opportunity is ever overlooked to effectively promote our sponsors' products. A recent example was our booth at a statewide grocers convention. Spotlighted in the colorful display was Amanda Lee, WDSUTV's popular cooking personality who greeted over 7,800 agressive, sales-minded grocers. This latest "extra" is typical of our year 'round program of Promotion Plus for our clients.
Write, Wire or Phone Your JOHN BLAIR Man!
.18 MAY 1953
51