Sponsor (July-Dec 1954)

Spokane and Burrounding area — know n .1 the Inland Empire. "I hie map -how Brow nie < I i — 1 1 i bution area," he explained. "It's divided into In territories, j >1 u~ Spokane. Now here w here the interesl ing pari < « * j 1 1 « — in. . . . He pointed i" .1 row ol figures at the top ol the map. " I In shows the population in each to 1 ii"i \ . \U" the pen entage oi the total population in each tei 1 i 1 < • 1 \ . '" I hen hi' li-i the Brow nie sales in 1 a< li hi 1 itoi \ and the pen entage "| total sales 1I1.11 t li«\ amounl to. "] 1 ..in this we figure oul tin pei capita sales "I Brownie cookies and ilnn we figure oul 1 1 • « pei < apita a< 1vertising cost in the territory. We use 1 overage figures Foi radio and u and \U< figures tor aewspapei -. "In a certain territorj per < apita sales might be Tl< . Advertising < osl might lit 3c pei < apita. I he nexl tei ritor) maj show something entirely different Maybe pei capita -air ol .").'}(•. 1ml an advertising cosl ol 8c. "Comparing these two territories, we can see that something i wrong KMAC-KLBS reach more people ( ) than live in * Detroit * Seattle * Chicago * Boston * Philadelphia * St. Louis * Los Angeles or Cleveland! HOWAID W. DAVIS, Owner SAN ANTONIO, TEXAS 5000 WATTS ON 630 HOWARD W. DAVIS, PrM. GLENN DOUGLAS, M8r. HOUSTON, TEXAS 5000 WATTS ON 61 0 4,135,752 people in the 0.5 MM contour The Biggest Buy in the Biggest State! Ask the Walker Representation Co., Inc. in tin Becond one. Perhaps tin salesman i-n t doing a good a job a he should. Ma\ In tin leading -ton' don't stock Brownie cookies. Whatever the reason we have to hud out and correct it." I hr a. < ount book shows -ali-in each territorj on a \ear to basis since Warren got the account in \')V). The first yeai Warren had the account Brownie's annual -air was aboul 0250,000. Last year it was 01.25 million. Radio got aboul 2u' , ,,| the budget at the -tart, but this has been increased until toda\ radio and t\ gel 30%. "What your opinion of radio and t\ toda\ ?" I asked ( loons. "Radio tear itself down with its intra-mural competition. It would be a lot better for the industr) if radio was promoted rather than radio surveys for one particular station. K\er\ Station trie to show how wonderful it i-. how poor the other stations The station doesn't -how wh\ it's l>etter than the local newspaper or the local hus cards or billboards. . . . ". . . Radio salesmen — man) of them — are weak. The stations don't train them. I here s too much turnover. . . . "". . . The salesmen come into a -tore and tr\ to sell the owner on a miracle. The\ promise the impossible, If the man buys radio, he's disappointed. But he doesn't blame the salesman, who b) that time probabl) has left the station anyhow. He blames radio. . . . '*. . . We have to use transcribed commercials much of the time, often an announcer's deliver) is poor. Poor deli\er\ is like poor newspaper reproduction. If a newspaper ad comes out a big hloh of black ink we net a re-run because of the poor production. "Production" in radio is ju-t as important as production in a newspaper ad. . . ."' What about tv? "Here again, we disagree with the t\ pical l\ salesman. I\ hasn t sold with the proper emphasis of what it can do. "T\ Liel more comment in qui' ker time than radio and new-paper hut it's not a miracle medium when its advertising a product which has been sold over a period of years. . . . "If it sounds as if I'm kicking radio and t\." Coons went on. "I am. in a way. But we use the media. We 'jet damn good results from them. Hut DM reason we do gel good results is be SPONSOR 1