Sponsor (Jan-June 1953)

vertising dollar a? far as possible. ' Oik field in which radio has done a standout job is community relation-, a province of Public Relation Director G. \. Duff. Now in it fifth year o\er WTW \. Chester, Pa., is Scott's Ili-O. a vveekl) half-hour quiz show which pits three high school teams against one another each week. The 21 high schools in Delaware Count) compete in round-robin fashion and competition between the schools i extremelj keen. Within each school rivalr\ to get on the school team runs high and the school yearbooks tend to put a Hi-O team member on a par with a baseball pitcher or football quarterback. \ SPONSOR editor who visited Chestei in connection with this story -aw a scrapbook loaded with clippings from school newspapers, all plugging Scott's Hi-Q program. School officials and educators laud the program and gladly offer use of school auditoriums. Members of the winning team in the annual finals get appropriate gifts such as gold watches and the school they represent gets $1,000 to buy equipment serving an over-all student need or use such as projectors, tape recorders, or TV sets. Only plug for Scott on the program is the opening CBS IN THE LAND MILK and t^ONEY WBAY GREEN BAY 5,000 WATTS and closing line. "Scott's Hi-Q, presented by the Scott Paper Co. — a friendl) plate to work.'' Much goodwill has been generated in the county l>\ the program, and as main as 10. 000 job applicants turn up each vear, which uive Scott the opportunity it wants to be highly selective in personnel picking. In the plant, a stork purchase plan is in operation: more than 14' , of Scott employees are now stockholders. This participation is a strong factor in the company's ability to maintain a high quality product. since it stimulates employee, interest. Quality has been a ke\ word ever since the founding of the company in 1879 by two brothers, E. Irvin and Clarence Scott, with a borrowed capital of $2,000. They started out to sell wrapping paper, bags, and other ''coarse" papers. Gradually they narrowed down to the toilet tissue field. Because the product was considered '■unmentionable" merchants hid it in the back of their stores. The Scott brothers overcame this by specializing in private brands carrying individual merchants" names. At one time the company was turning out 2,800 private brands of toilet tissue. The entry of Arthur 11. Scott into the business in 1896 changed the course of the company. He advocated the discontinuance of the multitude 01 brands and the concentration on a lew brands which could he associated with the Scott name. Under this plan the business prospered and new machinery was added constantly. Other products such as towels and facial tissues came later. As the company grew it picked up six subsidiar) companies ranging from pulp mills to power companies and a short-line railroad. Construction of a paper mill on the West Coast will enable the cornpan) next year to produce paper from pulp piped directl) from the adjacent SoumK iew Division pulp mill, eliminating the cost ol drying and shipping the pulp long distances. To promote the >ale ol paper towels for out-of-home use. Scott set up a Washroom Vdvisor) Service which concerns itsell with raising the standards of industrial washroom-. There is no record of the advisors service ever recommending cloth towels in a h ashroom. Paralleling this operation is a Store \d\i-di\ Service which assist retailers in displaying Scott's line. * * * DROPPING TV MARKETS {Continued from page 29 1 sors have reinstated dropped-out markets or have changed their minds about throwing radio-T\ markets overboard. In a few cases (notably Jergens Co. with Time for Love). CBS Radio advertisers have expanded their network lineups deliberately into TV areas. One of CBS Radio's most convincing arguments in this field (see chart, page 29) has been a study done on three of Columbia's leading network radio shows: Amos 'n Andy, Jack Benny, and Charlie McCarthy. Radio audiences gathered by these three shows in the top 10 TV markets were totaled apart from the rest of the country, a la Colgate by A. C. Nielsen. Period covered: 7-13 December 1952. Here's how Harper Carraine of CBS Radio Research summed up the findings of the study : "'The country's top K) video markets —New York, Chicago, Los Angeles, Philadelphia, Boston. Detroit, Cleveland. Pittsburgh. San Francisco, and St. Louis, in that order — account for some 53f i of all U.S. TV homes. They are the stronghold of TV, and have caused many advertisers to question whether radio can still do a job in these areas. "^ et our recent Nielsen tally shows that, of the entire nationwide audience for A V A. Benny, and McCarthy, an average of 37' < came from stations in these top 10 TV markets. ''And though these same stationcontributed 37' i of the total audience, the cost for reaching this audience was less than 15f J of the over-all time and talent charges for the three programs." CBS is by no means alone in probing the effects of dropping big radio outlets in TV areas. NBC. which permits nighttime advertisers to slice off as much as 25' , of the radio outlets from a full network lineup, has compiled many similar statistics. For example, not long ago, NBC's radio researchers made a stud) of what would happen to the efficienc) picture of Fibber WcGee & Molly if Fibber's sponsor I then Pel Milk: currently, 52 SHOWS READY FOR YOU Sportsman's Club 15 minutes hunting, fishing and outdoors with Dave Newt 11. High class panel type entertain mcnt. Write for audition prints. SYNDICATED FILMS 1022 Forbes Street Phone: EXpress 1-1355 Pittsburgh 19, Pa. 60 SPONSOR