Sponsor (July-Dec 1954)

covers Yes, here in Pennsylvania, 1 buy covers 3 markets when that one buy is WJAC-TV, Johnstown From hi^h atop the Alleghenies, WJAC-TV covers the rich southwestern Pennsylvania territory like a tent. In fact, based on latest Hoopers, WJAC-TV is . . . FIRST in Johnstown (a 2-station market) SECOND in Pittsburgh (a 4-station market) FIRST in Altoona (a 2-station market) If you want to canvass more customers per TV dollar spent, stake out a claim on the 1 that covers 3 . . . Get full details from your KATZ man! I A , SERVING MILLIONS FROM TOP THE ALLEGHENIES causing the oil i" cling t<< metal paii-. keeping a thin protective film on all friction surfaces, even when an engine ..I ma* him -tood idle. I In war delayed marketing expansion, 1 mi t with the end "I \\ orld W ai II. Bardahl spread <>ul all over the country. Even before Bardahl sought foreign expansion, European businessmen approached him. In 1946 Bardahl fell that the distribution structure was will sef up. \i tlii time Bardahl began advertising in a small way. Tin Wallace Macka) (.". handled the Bardahl accounl virtuall) from the -tart, placing large space ailin national magazines to build brand hi ognilion for the product. \ leu months lain the firm began using spol radio and heavj product demonstration in prospective outlet and at regional fail-, industrial exhibits ami automobile shows. '"I. el tin customer watch Bardahl at work, see it, led it. hear it." lie says. "Then youi selling job i 90^1 done. This i the philosophy thai eventually led to tin night session in SeattleRathskeller in 1952, when the t\ approach was developed. Todaj Bardahl sums up advertising plans for the future: ""Well continue to use magazine advertising, since it is vital in our merchandising. Hut. we are going heavier and heavier into t\. Wc'ie convinced, at least as far a oui automotive products are concerned, that it i the greatest ma— selling medium ever created. {musical theme anil fade to black) These are some "f the 70 i\ stations mi which Bardahl runs ii 1954 series "I animated cartoon commercials: KFMB-TV, San Diego; kl'lV San Francisco; KRON-TV, San Francisco; KING-TV, Seattle; KIM TV, Tacoma. Wash.; KDYL-TV, Salt Lake City; KSL-TV, Sail Lake City; KI.Z-TN. Denver; KPHO-TV, Phoenix; WSB-TV, Atlanta; WBBM-TV, Chicago, WFBMT\ . Indianapolis; \\ < < O-TV, Minneapolis; W I W-T, Cincinnati; WBNS-TV, Columbus; KOTV, Tulsa; WJAC-TV, Johnstown, Pa.: WFIL-TV, Philadelphia; WMCT, Memphis; KRLD-TV, Dallas; KPRC-TV, Houston: Will N-TV, Buffalo; WHAM-TV, Rochester; W.I \l< T\. Providence, K.I.: WHEN, Syra cuse; WNHC-TV, New Haven; WRGB, Si hem i i.nly. Included among th< 50 oi mon radio sta lions Bardahl buys are: KBIG, Los Vngeles; KOIN, Portland, Ore.; KM . Salt lake City; KIM. Denvei ; W HB, Kansas City, Mo.; k\\K. St. Louis; WORK. York. Pa.; \\ II \M. Rochester; Wl \G, W ati i . KJBS, San Frani isco; KM.I, Fresno; KPMt . Baki i -fo 1,1. Cal.; KVOR, < olorado Springs; KROY, Sacramento; Kl I V San Jose, Cal.; KYOS, Merced, I al.; KVOE, -.una Vna. i al.; KSD, St. I ouis; k\OK. St Louis; Win i|> Chattanooga; KSAL, Salinas. K«n. • • • TV SHOW COSTS {Continued from page 10) lial! oi the weekl) Lux I ideo Theatre. \nd the shows which alternate with the big spectaculars — such as Sid Caesar, Durante ■ O'Connor. \fickej Rooney, Colgate Comedy flour and others are either high-priced network packages, oi wen carefull) screened li\ NIK l\ to make -ure they mea-ured up in (|iialit\ . The network argument for >uch surgerj and -liow control i that the biggest -how in the t\ lineup-, including the spectaculars, will draw such large audiences to the network that other advertisers should tr\ to take full advantage, improving their show or -ul>-tituliiig new one if necessarv . (See "Network t\"s S400 million year," sponsor 2'\ August 1954, page 31 for an over-all look at fall programing trend-, i The gamble for pteircra: Networks and sponsors alike are engaged in a multi-million dollar gamble for tv audiences this fall. The results ma\ well decide everything from media strategy ol advertisers to network relative standings for 5 ears to come. Here how the battle lines are drawn : 1. The network gamble: \ mentioned above, networks this season are installing spectacular productions and are insisting on high-grade -how in their lineups. The network are nevertheless invoked in a "calculated risk." The\ gambling on the fact that their big -how will pull so well that the larger auiliem e attracted will cancel out the increased costs of network tv advertising. lhe\ are also gambling, to a • i extent, theii Herniation for showmanship where network shows (usuall\ at a higher price) have been -ul>-tituted lot agency-produced or packaged shows. If the gamble fail>. there is likelv to be fireworks. It's been axiomatic that if an agenc) makes a bad choice or achieves poor results with a big tv campaign the account is likeh to move elsewhere. Networks, now. will hear increased responsibility for program -in i ess oi failure. 2. The advertiser's gamble: Not all decisions to up-grade programing and to spend more money are due to network pressure bj anj mean-. Much of it come internal!) from a sponsor's 102 SPONSOR