Sponsor (July-Dec 1954)

FOR k 'i ACTION in translating 'i OUK ■ Spanisli speaking audience in the ' ireal Southwest. . . . ACTION in top perforn ance and pro duction bj a skilled staff of translators, and musicians. . . . A C T I O N in putting V< Ml; product in thousands of homes in the S;m Antonio .iron. . . . WE INVITE YOU TO ASK ABOUT OUR Knowfiow ^o-operation! and Qn-the-beam Results M.'un national advertisers have success fully invaded tliis profitable market througb KCOB's superb facilities and service. . . . • hi in are: — PROCTER & GAMBLE LUCKY STRIKE GENERAL FOODS BRISTOL MYERS CHESTERFIELD R. A, Cortez, Pres, SAN ANTONIO, TEXAS Texas' First Spanish Station /.' pri ■ Richard O'Conncll, \,,fl. Adv. Ihr. 40 Ea t 49th St., New York 17, N. Y. PLaia 5-9140 LOS ANGELES — SAN FRANCISCO ports. \ml foi council the rep worked losel) with Lin< obi-Mercury agency, Ken yon & Eckhardt. Vrmed with these figures and with an understanding ol the mai kel ing problems "I the account, ( BS Radio Spol Sales was able to rive .i i "ii\ incing pitch foi .1 spol radio s< hedule. CBS Radio Spol Sales did this by a comparison of Lincoln-Mercury's three major markets New York, Chii igo, Los Vngeles on the basis of car -ale in 1954 against L9S3. These figures were expected to tell a Btor) because New York, traditionally a difficult Lincoln-Mercury market, had shown large sale increases Following extensive use <>l radio for Lincoln-Mercury in the New York area. LincolnMen nr\ had nol used radio extensively in Chicago or in Los Vngeles during this same lime. The figures comparing the whole first quarter of L954 with the same period ol 1953 showed the three markets ahead in sales by the following percentages: New York, 50.4^5 ; Chicago, 5M.9' , : Los Angeles. 51.1', : nationally, 25.3%. Sherril Taylor, sales promotion manager, and John Ucerman, account executive, It-It these figures were strong but not clinching. They showed New York, a tough market, having about the same sales increases as LincolnMen iii\'s potentially best market — Los Angeles. But they felt that the linnmight be able to tell an even better story. It occurred to them then that buying patterns in the three markets were necessarilv different, because 11I the earlier spring >ar buying season in Los Angeles. "Let's compare the sale of Mercurvs during an 'on' month in these three areas," they decided. Vpril 1954 showed the following increases over Vpril 1953: New York, 11 1.7', : Chicago, 18.2^5 Los Vngeles, 11.4%. Now the point could he driven home: In New York the clienl had used radio extensively during this period, whereas he had relied on newspapers in Chicago and Los Vngeles. Having proved how radio had boosted Lincoln-Mercury's sales in one major metropolitan market, they set out to compare the coverage of the I BS ladio stations in the three major markets with newspaper coverage. ["hey showed the advantage of radio with a coverage map ol the three market with the counties drawn in. \ newspapers in deep red color blocked out the coverage area of the CBS radio station in New York, Chicago and Los Vngeles v7CBS, WBBM and KN\ respectively. \ celluloid overlay then showed what counties the various those areas 1 overed, • In metropolitan New York, I.incoln-Mercury would have to buy !"> dailv newspapers in the metropolitan ana to even approach the metropolitan < ov erage of W CBS. • In Chicago, Lincoln-Mercury would have to buy 12 dailv newspapers to approai h the 1 overage of W BBM. • In the Los Vngeles metropolitan area, Lincoln-Mercury would have bo buy 21 new-paper to approach the metropolitan coverage of K.NN. Said Taylor: "Buying newspaped has been the past practice of all automotive manufacturer-, although in most cases it i nol economically fea-ible. One CBS radio station in each of these markets blankets an area far !»•yond the I oundaries ol these metropolitan papers." I Inn the pitch got down to the -p»»cifics of Lincoln-Mercury's advertising schedules. The firm at the time bought saturation schedules on the following stations for the indicated amounts moii'v weeklv : W CBS. New 'l ork — 84.593: WBBM. Chicago S2.006; kNY Los Migeles $930. hi all I markets other stations were also What do these budgets buy in tennof advertising impressions on each of these stations compared with what thev could buv in the leading new-pap' each market? ("BS Badio Spot Sales' answer was based upon the auto firm's habit of buying 1. 500-line ads in dailv 1 paper-. Here's what thev found: In New York Lincoln Mi nun reached 10.100.920 listeners even week over WCBS Ion the basis of rating1. With tin same monev the firm would have made 991.510 advertising impressions in the Daily \ews Ion tin basis of Starch noting against circuit ADVERTISING AGENCY Wanted h\ medium size Miduest It I I. (dvertising tgei i with large Radio and Television billing Inot ( hi• rgo) a Radio and Television Station ( nnt,i<r Sinn. Musi hair had experience ■is Station A'<7< nr Station Sale? Radio Dei artment. Should //<• free '•' Irani la contact Stations and Client Represtntatit es. Write Box 906. SPONSOR, 40 E. 49th St. 124 SPONSOR