Sponsor (Jan-June 1954)

Jl In A TOP MARKET IT'S WKJF-TV CHANNEL 53 PITTSBURGH Looking for an economical way to sell the rich 2y« billion dollar Pittsburgh market — America's 8th largest trading area? If so, it will pay you to know what WKJF-TV has to offer. For the complete story, contact our national representatives, or write us today. OUTSTANDING PROGRAMS Your Show of Shows Hallmark Hall of Fame Mr. Peepers — Kraft Theater Dinah Shore — Milton Berle Kate Smith — Boxing Bob Hope — TV Playhouse — and many others WKJF-TV CHANNEL 53 PITTSBURGH NAT. REP. — WEED TELEVISION ihi~ -aim radio spol saturation idea. I hi combination of Dr. Pepper bottlers dollars ami Dr. Pepper * ". dollars invested in radio i providing a frequency "I competitive, hard-hitting spot copy. This fact alone is reason enough foi our enthusiasm for radio. There i anothei good reason why we like radio. We want to have an absolute minimum amount of terri t..i\ where we cannot effectivelj reach onsumers to remind them thej -Mould switch from that -aine old thing to Dr. Pepper. No other medium seemed to reduce these "'not covered" areas lo that minimum like radio. So, il jrou will gel out your Geiger countei as you "W \kl. LP YOUR I Wl I . \ou'll find Dr. Pepper is reall) "Radio Active!" (A case history on Dr. Pepper appeared in the 5 October 1953 issue of -l'.l\s()|{. I • • • TVAB {Continued from page 33 > a way of standardizing station billing procedures. Others asked for specific -tudies on how many homes an advertiser could reach in a typical campaign in the top 25, 50 or 100 markets. W bile t\ coverage information and complete rating data pre-suppose the r\i-tence of an accurate set count, a number of those queried by SPONSOR specifically pinpointed the need for a periodic set census. The question of what information agencies and advertisers will actually i:et from TvAB is another matter. SPONSOR asked admen what thev wanted from a TvAB, not what they expected to get. In giving admen free reign to discuss what kind of tv information was badly needed, sponsor felt it could pinpoint the needs of the advertiser as well as elicit suggestions which might guide TvAB's formative plans. TvAB itself can't be sure exactly what it will do first so far as -mice to the advertiser is concerned. \t the \ \KTB Convention the few admen present were buttonholed by Tv \l> people for suggestions along this line. Probably the best way to guess what \\ \l! will do for the advertiser is to take a look at the BAB. The latter's lii-tor\ will no doubt provide a number of precedents for the young tv or-.mi/ation. of the San Francisco Bay Area's 3,000,000 people are Foreign Language Speaking! They multiply, add, subtract and divide; THEY THINK! THEY BUY! in their own language! Sell them with KLOK, the station that reaches them all. KLOK's specialized programming guarantees your message attention-getting IMPACT! SACRAMENTO SAN FRANCISCO ■ San jose FRESNO • Iojiiii^ 5000 WATTS — 1170 KC San Jose Studios San Francisco Studios P. O. Boi 967 Hotel lankersnim San Jose, Calif. San Francisco, Calif. Represented by John E. Pearson Co. ^^___ MEMO FROM pEE R|VERS — ™ All time-buyers Please call Bernie Howard Stars National 400 Madison Ave. Plaza 8-0555 so that he can tell YOU-ALL what WEAS and its new 50,000 watt Westingkouse transmitter on its same old frequency 1010 with its same old non-directional antenna is going to do in GEORGIA AUGUST 1, 1954 10 SPONSOR