Sponsor (July-Dec 1954)

MEMO from DEE RIVERS — ™ All time-buyers Please <<ill Bernic Howard Stat National /mi Madison /• Plaza S-0555 so that he < an tell YOU-ALL what WEAS and its new 50,000 watt \\'< stinghouse transmitter mi its same old frequent ) 1010 with its same old non directional antenna is going to do in GEORGIA on AUGUST 1, 1954 HOOPER Tells the KC Story! SOON KUDL A ^&Mef»KDKD \ O* tOm THI flltT TIUI OMI TO*H CO*I*AGI #0» GUAM* »«K\»i CITY Look at these figures une 54 HOOPER :00 AM-12 N The picture has changed! Net A — 25.8 nd A — 16.0 I Ncgrol KUDL — 13.4 Net D — 10.8 Net C — 9.8 Ind B — 8.8 Net D — 7.2 Let your nearest FORJOE office show you the new June, '54, C. E. HOOPER DENVER, TOO!! CLINTON Said K&E timebuyer Larr) Donino: "In < ities like Loa Vngeles, Detroil and Washington ju-i to name three the out-of-home Factor, when meaBured, adda great!) to your abilitj to ei aluate i adio l>u\-. In \\ ashington, foi instance, office closing hours are ered to avoid traffic jams. 'I here's a \<w Bizable out-of-home car audiright through the supper period which «an be reached b) evening radio. ."). Saturation plans: Because of radio's huge base circulation, a saturation spot drive hits an enormous cumulate e audience at low cost. I bus stations and reps have been devoting increasing attention to the "-aturation" technique. Rep predictions are bullish as regards saturation spol campaigns. As Dan Denenholz. research and promotion manager of the Katz Vgency rep firm told SPONSOR: "You can expect an increase in the number and variety of saturation or multiple-announcement plans. More and more stations are establishing them." Net as well as indie stations are extreme!) active in the saturation technique. Typical buy: A CBS Radio affiliate in New England has instituted a special "floating" series of one-minute announcements in non-network time. This amounts to about one announcement per hour for nine hours daily, between 6:00 a.m. and midnight, Monday-through-Saturday. Price: $450 net weekl) for 54 announcements. In other markets, network affiliates have taken their cue from the independent outlets and ha\e set up saturation packages that range from special European travel promotions to all-day barrages of "I.D."-type announcements. Buyers will find that most of these packages have been priced at special discounts, simpl) because tbe\ involve a lot of time on a single outlet. Often extra discounts are available if the advertiser will allow a •■floating"" schedule and leave the actual slotting up I" the station's traffic department. To some extent, independent stations hav< n ore flexibility since the) do not have i nsider their network raming in setting up "blockbuster" saturations. One independent OUtlel in Miami, for example, ha -it aside '/// of it Saturday and Sunday program periods from earb morning I., earl) evening, less the half-hour Btation break-, as day-long saturation packages. Vny Miami listener who tunes the station at an\ time during the da) hears commercials for the same advertiser, al ^2(i per participation. Oilier independent stations have set up packages of weekend Bervice announcements, weather information. time signals or hourb newscasts. Spot radio yardsticks Q. What new trends are apparent in agency buying of spot radio? A. Ibis year SPONSOB editors have noticed an increasing radio research onsciousness among timebu\ers. The buyer toda) tend to take many more fa<lor into consideration than in past \cars. This isn't just extra-close interest in ratings or cost-per-l.OUO figures. As Harold I)a\i-. an Erwin, \\ ase) timebuyer, told SPONSOR: "Some clients i Please turn to putie 2n J i but 1 i.OOO poMcard entries in Bob Trebor's recent Daybreaker s Jackpot convinced us! These 14.000 entrants not only represented all Rochester but also 122 towns outside Rochester. BOB TREBOR Your product «/<>■ sage will get JACKPOl results on Rochester's result producing morning tbow, Hob Trebor'i Datbuakers. 5000 WATTS 1280 KC. IN ROCHESTER, N. Y. Represented Nationally by THE BOLLING COMPANY IN THI GREAT KANSAS CITY MARKET -K J. ; , SPONSOR