Sponsor (Jan-June 1954)

of people and we are more inclined to judge a station by its management policies and results rather than by its ratings alone. Ratings are jut fine and dandy as a standard to judge an audience or to resolve your expenditures in terms of cost-pcr1.000 listeners, but we have found that we can do an excellent job with a 3 rating against a competing station's 8. In other words, we develop with the personalities of our homemakers a type of listener lo\ ally which many stations do not have for their personalities. It it because of this that we can talk to less than half as many listeners and get results because they do what they are asked to do. We have a continuing premium promotion on our program, one during each quarter of the year on each of the four products we have in general distribution. We have always used self-liquidating premiums for a couple of very sound reasons. In the first place, we feel that we can attract new users to our products by offering an attractive premium, and secondly, our old users look upon our premium policy as a bonus for their good judgment in using our products. Our sales department, consisting of approximately 68 men on the road, merchandise each of these premiums as they come up with point-of-purchase material, with tie-in ads and with special displays. We are getting back to the days when our salesmen are now selling our advertising instead of our products in most of our marketing area because our products themselves are well known. The results of premium response are kept by radio stations and are broken down very carefully by costper-response based on the cost of the station itself. There are at least 10 stations I could name for you who told us flatly that they could not drawmail at the time we put our program on. I could also tell you that two of these stations now rank among the first 12 on our list in total number of returns. In other words, we have proven to them that they can be mail stations if they program for it. A year ago when many of you sitting in this room were willing to sell radio short because you began to believe the press notices of competing media, particularly television, we at Tidy House were expanding our marketing operation with the addition of The Lion's Share KSL-TV is now five years old! During the past five years we've really grown. So has the vast Intermountain market we serve. So have our ratings and billings. In fact, we have the lion's share, with 73% of the average daytime audience and 62% of the total TV spot advertisers using local facilities.* To get the lion's share of sales, use KSL-TV SALT LAKE CITY serving 39 counties in four western states Represented by CBS-TV Spot Sales 14 JUNE 1954 105