Sponsor (Jan-June 1953)

popularity with mothers is the fact that "Miss Frances" encourages mothers to leave the child alone in front of the TV set during most of the program, then has the youngster call the parent during the last five minutes of the show in order to hand out instructions for the next day's session. It is during this last five minutes that the sponsor usually gets his two cents in. Again, Scott's philosophy of educational commercials comes to the fore. Dr. Horwich is given practically a free hand in her use of the material furnished by client and agency. Just about the only way the sponsor can find out exactly how Dr. Horwich is plugging the line is to tune in Thursday morning and watch the show. On Valentine's day, for instance, "Miss Frances" turned up with a pair of scissors and a handful of ScotTowels which she cut up into greeting cards. Scott officials hope the same thing was going on in a lot of the approximately 2.000.000 homes tuned to the program. That's a lot of paper towels. And a lot of homes, too; just about as many as Arthur Godfrey is reaching at the same time of day. To get an idea as to just how manyparents actually watch the show Scott offered 300 worth of flower seeds for a dime and a panel from a roll of ScotTowels. So far they have received 15.000 dimes and are trying to figure out just what this indicates. Miss Frances estimates (from an anal\-iof her fan mail i that 60' v of the time the kids view the show without adult supervision, the rest of the time the parents are part of the audience. Although Ding Dong School will continue on the air all summer it is highh doubtful if Scott will go along with it. Says Harry Pardee. "We just don"t know how Ding Dong will pull during the summer months, but we'll probably be back on the show in the fall if it's available." Of course, TV cannot be called a truly national medium yet. Scott recognizes that and takes steps to correct it. In New England, for instance, where the company is introducing a new paper napkin, Scott is using newspapers, local TV homemaker programs, split-runs of Women's Day and Family Circle and is considering using radio. Scott's radio usage is of two types: announcements or participations in established homemaking programs, preferably the latter. Scott uses radio much as it does newspapers: to fit a specific problem, such as introduction of a new product, and to get local impact. On some occasions, radio, newspapers are used as a platform for a new campaign. Last fall, for instance, Scott used radio to put across the fact that ScotTissue still comes packed in 1,000-sheet rolls whereas many competing products are now7 packed in 650-sheet rolls. After establishing that fact firmly, Scott can go ahead with a "new high qualitv" appeal later. After the quick impact is gained the campaign can be switched to Sunday supplements to get the more leisurely type of reader, since supplements have a reputation for a longer "shelf life" than many other printed media, such as newspapers. In the past Scott has used as many as 55 radio stations at a time, mostly established housewife shows. Annual expenditures have never exceeded $100,000, should run about $50,000 this year. Harry Pardee says, "We love all media and think that each has a particular value which we would like to use. But the money problem is always with the advertiser so he must be selective in order to stretch his ad Height means reach in TV, loo! • • • and reach means people. Two-thirds of a million persons live in KSL-TV's booming Intermountain coverage area. These people annually earn — and spend — nearly a billion dollars. TV circulation is mushrooming, too. Over 125,000 sets are now in the KSL-TV area, which extends into four great western states. Get details from CBS-TV Spot Sales, or |OLB I W Serving Intermountain America 'sources upon request 1 JUNE 1953 59