Sponsor (Jan-June 1954)

and this I think, is wrong. I have yel to ask for suggestions from these merchandisers and buyers and have them recommend a radio station. 90', of them will suggest the dominant newspaper as the best medium, about ID' i will recommend television. Your public relations in this field need some serious attention. You are going to say that they recommend newspaper because that is the medium they themselves use and can check its effectiveness in moving merchandise. Whose fault is that? I can remember in my own radio days when we sold a small grocer on the advantage of using spot radio and saw him develop into a 12store chain which dominated his market and his advertising was in radio 100', . This 1 can tell you — radio is less effective now than it was in the old days. By the old days 1 refer to the period immediately preceding World War If. Not only do you have more radio stations competing for the listener's time, but with the growth of television, you have other competition. But. gentlemen, you still have the greatest mass medium of them all and it is up to you to work all of the angles to increase its effectiveness by whatever means you can. Perhaps it is a sign of old age, but I do not believe the old college spirit is in evidence in your stations today to the extent it used to be before World War ff. In those days the station personnel took a personal pride in getting a job done and done well and there was still the old fascination and novelty that never quite wore off. Too many of your staffs look upon their job as just another job and seem to get little or no personal kick out of being a radio performer. If this is true in your own station, you had better consider it a serious problem because if a person has no enthusiasm for what he is doing, he is certainly not going to impart any enthusiasm to the sales messages he is putting out to influence people, and I believe very firmly that the public is still smart enough to spot a phony by the sound of his voice or the manner in which he handles himself in front of a microphone. Instead of worrying so much about what television is going to do to you. why not put your house in order and make sure that you are doing everything you can to make your station the best in every department. You 14 JUNE 1954 TAKES TOP TV RATINGS OVER TOUGHEST RIVALS! Joe Palooka Show Immediate Success April VIDEODEX ratings in New York, San Francisco and Washington establish JOE PALOOKA as the highest rated TV program in its time slot — in some cases topping established network favorites. But there's more than ratings to earn PALOOKA a place at the top of your "spot TV buy list" — results, too, have been out of this world. Happy PALOOKA sponsors in nearly 40 markets have found that JOE is the buy to "move the goods." Check now and discover how this great all-family impact show can go to work for you! Many choice markets still available . . . but only if you hurry. Write, wire or phone GUILD FILMS today! GUILD FILMS Company, Inc. 420 Madison Avenue New York 17, N.Y. Producers & Distributers of LIBERACE LIFE WITH ELIZABETH FRANKIE LAINE FLORIAN ZABACH WBEN is now basic CBS RADIO in Buffalo Buffalo's No. 1 radio station. WBEN. has proudly joined the nation's No. 1 radio network, CBS. to serve and sell New York State's second largest market. J© GET THE FULL STORY from HENRY 1. CHRISTAL Netc York • Detroit • Chicago • Boston • San Francisco BUFFALO EVENING NEWS RADIO STATION HOTEL STATLER • BUFFALO 2, N. Y. 107