Sponsor (Jan-June 1954)

misuse thereof in this article. It seems hard to believe that a client exists, given reputable agency services, who would "buy an hour-long network radio show, whereas he needed local impact." If such people do exist, and they spend money, they should unquestionably read Dr. Oichter! Otherwise, the overstatement in this article was less instructive than it was much-ado. George Tichenor Assistant Buyer D'Arcy Advertising New York Can you send me a copy of sponsor containing the article, "Why admen buy what they do"? If there is any charge for this, please let me know. John J. Schwed Advertising Manager Kinsey Distilling Corp. Linfield, Pa. • Extra copies of the 3 May 1951 issue containing the article. "III. Psychology of media: Why admen buy what they do," cost 50c each. The article is part of the All-Media Evaluation Study which will be reprinted in book form this summer. OPTIMISM ON RECESSION I recently ran across a copy of the reprint, "Why sponsors believe the recession is over" [19 April 1954, page 38]. I'm very much interested in spreading this word around among our clients and prospective clients. I'd appreciate your sending me about 100 copies of this folder. Richard B. Long O'Leary Advertising Rock ford, III. • Reprints of "Why sponsors believe the recession is over" cost 10c each. REPRINT PERMISSION We are interested in reproducing the article published In you on page 34 of your May 3, 1T>I i~sue, "Psychology of media." Your publication will receive full credit on the reproduction. We would appreciate your authorization to do this. Also, would you be good enough to send us two copies of the same article. Lillian Benjamin Sande Rocke & Co. New York • SPONSOR permits reproduction of material which Appeared in the magazine providing permission is asked in writing and credit is given. Our sincerest thanks for permission to reprint the SPONSOR article, "The agency wife" [9 March 1953, page 34] . Enclosed are several copies of the issue containing this reprint. S. A. Waterman Editor Publishers Digest Chicago WBAY-TV STUDY Was very much interested in the story in your May 3 issue about the survey the University of Wisconsin is doing for WBAY-TV ["How far out does a tv station sell?" page 38]. This type of survey, if it proves out, would be verv helpful to a station such as WMT-TV. To reach Iowa's 2.7 million people, coverage is all-important, and we must prove in some such survey the effectiveness of our WMT-TV coverage which is the greatest of any TV station in the state. In talking to prospects in the agencies back East, we find practically all of them think of tv markets in terms of If you need sales NOW . . . You NEED KRBC-TV ABILENE There's more to Wisconsin than Milwaukee Cover the Dairy State with your sales message through the low cost medium of Wisconsin's most powerful radio station. WKOW's 53 county mail-response area accounts for 61% of the state's total income and 63% of the state's total retail sales. Call your Headley-Reed man for the facts. WKOW-CBS MADISON, WIS. Wisconsin's most powerful radio station Represented nationally by Headley-Reed Co. ff . That's our business. Buying radio time is one thing — Getting results is another. WJPS maintains a planned Merchandising Service that guarantees RESULTS. WJPS has a plan to fit any pocketbook. Our Merchandising and Promotion Department won 2nd PLACE in THE BILLBOARD competition this year — How good can you get? Let us prove our worth to you. Robert J. Mcintosh, General Manager REPRESENTED 1Y The George P. Hollingbery Company Represented nationally by JOHN E. PEARSON TV Inc. ABILENE TEXAS <ZJ "A RADIO IN EVERY ROOM" Evansville, Indiana 14 JUNE 1954 113