Sponsor (Jan-June 1953)

fairly new to local sponsors although it has been used on networks for years. Many PR men go for a more localized, down-to-earth appeal. Home team sports broadcasts often have a tremendous kick. Ethyl Corporation has sponsored Louisiana State Universit) football games over a statewide network. Reynolds Metals Co. has aired college basketball in its various plant towns. (See "How a voting giant makes friends in his own back yard," 10 September 1951.) Community news was favored by Mennen and K&E during the process of opening the new Mennen factorv in Morristown, N. J. Here's the storv of how and why it was used and how Mennen and its agency tied it in with its other PR efforts: Mennen's problem involved nothing less than the transfer of its entire manufacturing, administrative. research, and warehousing operations from Newark, N. J., to Morristown. its fourth move since its founding. The company was progressive enough to realize that while it was bringing prosperity, a tax bonanza, and fresh employment opportunities to a small town, it would not do to use the big brother approach. Mennen therefore decided to show residents that it was interested in the problems of the town. Mennen also wanted to convince residents that the new plant was a good place to work in. Many of its employees would not make the move to a new town, and it was of crucial importance to replace them and keep production on schedule. Leonard Colson, Mennen ad manager, told SPONSOR that a serious failure to make delivery of Mennen products in the highly competitive men's toiletries and baby preparations field would cause "great profit damage."' The employment problem was critical for two additional reasons: (1) an increase in heavy industry in the Morristown area during the past 10 years meant Mennen was competing against other businesses for labor and (2) trainees would have to travel to Newark five times a week to learn about the Mennen operation. Mennen also wanted to publicize the actual plant opening during Mennen Week (which took place 11-16 Ma\ i. tell something about itself and build understanding attitudes among townspeople and officials so that there would be maximum cooperation to avoid problems which might affect the building schedule of the plant. It was decided to use a five-minute community news program on WMTR, Morristown, three times a week. It was called Bulletin Board and started in January. Newspapers were brought into the PR picture in April. To gather material on community news, K&E sent out form cards to scores of local organizations of all kinds. These cards were used to supply about half of all the local news material broadcast on the show. In adilion to information on PTA meetings and church suppers, listeners heard recordings made by employees telling about their jobs and activities at the plant. Here is one ot the commercials used: ANNOUNCER: Ssssshhhh. listen MRS. MURPHY (by recordin Hello . . . Mennen Company . . . Oh. hello! I'm Marie Murphy, Mennen Compam switchboard operator. You know, we've been getting hundreds of calls about our new plant in Morris Township. This i> to thank you for your wonderful interest. Soon we hope to announce over Bulletin Board plans on how you may arrange for your club, group or organization to tour our new Q 5ff **©€ TU% lit;. cc^-r ,„ ;• *•**£.*» «Z?Z '" '•<•■ Ssrfja ■ Weekly) ^IJ SP0ftTs ('n< twin. ff* TEE* . ("U:"-"' hoUr , . ?°Ur' *4/v) 4''i BOOK " """ _ EVF^ (half ,_ —"% Hepfc/ "-J, Hn EVfijVTs (u , C'"'ar'« "CERT a lf h»»r „ '""•»» •:."""•' .'.„„":""'• ■» BROADCAST MUSIC,INC. NEW YORK • CHICAGO • HOLLYWOOD i JUNE 1953 63