Sponsor (Jan-June 1953)

SCOTT ON TV {Continued from page 31) were polled and the Scott Music Hall had risen from sixteenth to third place in popularity, and comments as a whole were much more favorable. And despite the fact that the program bucks the second half of Godfrey and His Friends it is estimated to have won an audience of about one-third the size of King Arthur's. By running the program through the summer with no hiatus this year (and no Godfrey), it is hoped that the show will build up a much larger audience for next season. Admittedly, it takes courage these days to buy time opposite Godfrey, but Harry Pardee told sponsor: "We went into the slot with our eyes wide open. We gave some thought to using a dramatic program but found that there are plenty of good dramatic programs already on the air and there is more room for a good musical show. Godfrey or no Godfrey, we wanted prime time and we got it. Our products are all in the quick consumption category and belong in every home: we want to hit as many homes as WDAY (FARGO, N. D.) IS ONE OF THE NATION'S MOST POPULAR STATIONS! Despite local competition from three other major networks, WDAY consistently gets a greater share of Audience — Morning, Afternoon and Evening — than all other stations combined, in Fargo-Moorbead! NBC • 5000 WATTS / 970 KILOCYCLES FREE & PETERS, INC. Exclusive National Representatives possible with television programs. "On this, as on our other programs, we can demonstrate Cut-Rite wax paper, Scotties facial tissues, and ScotTowels. These products are made to order for demonstrations in the home (as you can just about do with TV) and our copy is loaded with convincing reason-why and educational material, as well." With the musical show launched, Scott signed up as the fifth participant in Omnibus. Explaining this particular selection Pardee told sponsor: "Scott has always put a high value on the company we keep. We've always used media that had some prestige value and we feel that the public has come to associate our humble products with quality as a result of this policy. We also feel that on this particular program our products would derive more value tha.\ the other participants because we're not in on the show for institutional purposes; we're there to sell Scott products. Probably we could make a better buy on the cold costper1,000 basis, but we feel that we get a definite plus by being associated with Omnibus." There is every indication that Scott will be back on Omnibus next fall if there is a vacancy available. Scott's third TV venture came about in February of this year. NBC TV's Ding Dong School was attracting both favorable reviews and a growing audience. Originating in Chicago as a local program, Dr. Frances Horwich's program had appeal for parents and preschool age kids. The network picked it up and threw it in opposite the morning Arthur Godfrey show from 10:0010:30 a.m. Strange as the association of Scott and Ding Dong may seem on the surface there's a historical basis for the selection. From its earliest days of |irint advertising ?cott has always found it easier to associate its line with haliies and children than with adults. Harry Pardee says, "It's a matter of good taste. Nobody will object when you try to protect a baby's health and make him more comfortable. So we've always used the approach of children's welfare and let the parents decide that what's good lor the baby is good for the rest of the family. Thus, it was easy for us to see how Ding Dong's audience of mothers might be put to good use for our sales purposes." One of the reasons for Ding Dong's 58 SPONSOR