Sponsor (July-Dec 1954)

w> will tlunl ,) it airn! new Tele-Centre. The) lell us they are impressed by its completeness. I>\ fa( ilities which assure them economical production of any type program from the simplest to the most elaborate. They were likewise interested in our plans to originate color programs by film over WABD in September and to pick up color "live" from the uetworks on WDTV. Pittsburgh, about the same time, with WTTG, Washington, adding similar equipment sometime later. RADIO-TV AT CROSSROADS By E. L. Deckittger Vice President & Director of Research The Biotv Co.. New York Television and radio are each at crossroads in their development. Television is on the verge of becoming a JA national medium A for advertisers; Mm radio faces the possibility of loss of such status for advertisers. In such an atmosphere of turbulence and change, the media analyst must be alert to many trends. Among them are these : A. — Television developments 1. The size of network needed for virtual national coverage. 2. Degree of success of morning and day tv. 3. Rate of development of uhf. 4. Rate of development of a "third network. 5. "Settle down" level of tv view ing. 6. Rate of development of color. 7. Development, if any, of subscription tv. 8. Degree of success of tv interests in keeping costs under control. 9. Rate at which home-saturation is achieved in set-ownership. B.— Radio 1. Success of radio in programing to combat tv. 2. Effect of influx of tv serials — and growth of day tv in general — on day radio. 3. Effect of development of secondary tv set on radio's secondary audience. 4. Radio's ability to lure marginal audiences — out-of-home (including automobile), secondary sets and so on. 5. Radio's ability to adjust costs to changes in audience delivery. (>. Radio's resourcefulness in developing high circulation, low cosl techniques. 7. Degree to which ownership ami use "I home radio sets continues to i i< \ elop. \ll things considered, sharp vigilance i necessai \ in unlet to keep cui • rent with today's \er\ fluid media situation. 49TH b MADISON [Continued Irani page I!!' WBAY-TV STUDY \\ c would be glad to have all further details you may have on the \\ isconsin study ["How far out does a t\ station sell?" 3 May 1954, page 38], which appears to be an extremely interesting one. Richard (i. Blaine Manager Radio-'/ r Dept. Raymond Spector Co. New York • A preliminary report on r I • . Wisconsin stud) appeared In the .'* >l;i> I«>."»| i>-.u<-. Results probably will not be published until late this year. CLOTHING CASE HISTORIES Do you have am television result stories for men's furnishing and department stores? We would appreciate anything your research department can dig up. Jon\ Sinclair Sales Dept. WCHS, Charleston • SPONSOR'S Readers' Service Dept. is glad to furnish readers with titles and dates of case histories and re-ult "tori^ in specific product categories. INTERNATIONAL SECTION We have noted that in your fine section on International Radio and Tv [28 June 1954, page 41] many authorities recommended program buys abroad. We, however, have found the use of radio spot announcements the most effective single selling tool for consumer products in international advertising. Furthermore it seems to be equally effective in all markets. Commercial television is beginning to emerge throughout the world, particularly in Latin America, but radio is still the top medium and the spot announcement, despite the common abuse of multiple spotting in the same hour, remains the best seller. Among our clients using radio spots 12 JULY 1954 ..ii ,i w ide and intensive ale an 1 1 den for Klirn milk. < rudo, Hemo and Instant I offee ; I ievei Bros. Co foi Kin-.. Blue, I afebuoy , Lux I oilel Soap, Pepsodent; Quakei * >.ii Co. I"i Quakei Oats; Griffin Mfg. Co. Eoi \P.< Polish, Liquid Wax and Ulwite; Lambert for I jstefine Antiseptic ; Norv ich foi Pepto-Bismol and Vmolin. \\ e plan and supei \ ise Ii hours ol radio and five and one-hall hours ol lele\ ision programs abroad weekly along with spot announcement campaigns in both media totaling more than 325,000 spots annually . We well realize the great values "I radio and television programs and it is our feeling that all programs should be designed t" meet the special needs of the products advertised on them. We are more impressed 1>\ good ratings for programs aimed directly at the buyers of the products advertised than b\ high ratings for -hows \vhi< h just have large, undefined audiences. Our client Esterbrook Pen Co. has a great potential sale to school youngsters. To meet the special interest of these buyers we developed a radio program series called Esterbrook Goes to School which features a visit each week to a different high school. The series has proved phenomenally popular with strong sales results. Esterbrook plans to expand the series into many additional markets. W ith the advent of commercial television in markets overseas we have been consistently on the alert for adapting successful radio programs into this medium. Lever Bros, has just authorized placement of a television series over W K. \Q-TV, San Juan. Puerto Rico, based upon their radio series Los Jibaros. This series has been on radio for 23 years and it is our high hope that this record will be equaled or exceeded in television. W e feel that merchandising of radio and television campaigns is one of the most significant factors in selling. Ml the tricks of selling must be used to support the regular advertising. In Puerto Rico an offer of chinaware containing the picture of "The Last Supper" was extended over a daily radio serial drama and over the FavoriU Story sfiow on television. This offer has provided plenty of goodwill for the Borden name. James G. Zea Director of Radio and Tv \atl. Export Advertising Service Neic York 265