Sponsor (July-Dec 1954)

BMI I e levlil • ■ s h e < <• '» h • ° U (A Program Aid) ,.,. I. .,,,1 practical rimelj ana i warkin« --...<; f°* " , presentation o «™f» " dramatic, comic and pictorial fashion. The ven lateal »n|U« well as »« standard ; ,' arc developed |;lW>rllC -'r' . i..,..|ies into photofenic Jetche. which .;». be <»<<> •■•* u • a complete musical shows, a production "»>»r in variet, programs ;,r M scene-setting «gments. There are dozens of waya in Which ">..<"» adSl »e BMI Sketchbook to advantage. A Monthly BM. TV Service BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD TORONTO • MONTREAL of the San Francisco Bay Area's 3,000,000 people are Foreign Language Speaking! Thev multiply, add, subtract and divide THEPY THINK! THEY BUY! in their own language! Sell them with KLOK, the station that reaches them all. KLOK's specialized programming guarantees your message attention-getting IMPACT! SACRAMENTO SAN JOSE FRESNO • pe0ple ,,, villages spend I'M minutes ,la, U listening to radio, 41 minutes ui,l, u. 34 minutes with newspapers, 28 minutes with magazines. i itj dwellers listen to radio L39 minutes a day, watch t\ 112 minutes a day, read newspapers for 36 and magazines for 21 minutes daily. Having established the importance ,,f radio in the dail) schedule of farm,.,-. Petrj \s < 1 1 1 on to analyze the .■Horn mess of various types of radio programing in Loth rural and cit) areas. • \,,d while farm programs are beamed at those in the country," he presentation adds, "the} have big metropolitan | audiences too." Petry prove; this premise with au| dience composition -tudies of several farm pro-ram emanating from Atlanta, Tulsa, Dallas and Los Angeles. | To strengthen the point that farm programing attracts city audiences too, Petry cited the 1953 Whan Studv of ' North Texas. Whan had found that five different t\pcs of farm-appeal proI grams got a solid proportion of urban listenership as well. But does spot radio sell to farmers .' lVtn mentions just five major farm advertisers who derived top sales results with radio: Reynolds Metals, a tractor manufacturer, Sears-Roebuck. Hercules Powder Co. and International Elevator Co. In each instance, the presentation shows the type of spot radio advertising these clients used and what results thev'd pulled. \\ ith this presentation Petry has sdld large schedules to a number of advertisers who had not presum-h used spot radio to reach farmers. KLOK man WATTS — 1170 KC -7 ; c. .j-_ s«n hf»(ic,»co Studio, S*n Jo»» Mud,o» •" «-L.,J,im P O Bo. 967 , Hotel Ltnktrjh.m _ R.prtwnt.d by Jot>« E Pe.r.on Co *BC Spot Sales: What does a rep do when one program a\ailahilit> opens up? NBC Spot Sales wanted to sell 11 O'Clock News on WNBC. New York The) scouted out an advertiser wh0 was already using late-night radio and keyed their presentation entirel] to him: Its theme: Delivering a new audience for this pharmaceutical advertiser. Since the client was alreadv using lateevening radio, the problem was to show how this particular program would give him something thai In exLsting advertising effort did not. This is how Hank Sheppard, sales promotion manager of NBC Spol Sales, tackled the job. Firsl he pointed out that the client was already familiar with the efficienc) of night time radio, -ince he had been UMiig it Successful) for -(ime time. "Bui . . .'" said he, getting to the meal of the me-sage. "Sometimes a new radio availability crops up, offerqual or better \alues to an advertiser who i alread) reasonably satisfied with what he ha-."' Now, how could he make The 11 O'Clock Veu s more appealing than the news show the drug firm was then sponsoring? The presentation -tressed the prestige of the show in terms of national advertisers who had previously sponsored it. The salesmanship and prestige of the show's new commentator also came in for a big play. Then came the inevitable result stories. At last came the specific: "Granting the sales effectiveness of the 11 o'clock News, what, specifically, does sponsorship offer X Product in terms of audience? The answer is a competitive pitch, putting WNBC ratings next to the ratLngs of the news show the client was then sponsoring. Sheppard points out that the WNBC show reaches an audience that the client had not touched before — an audience with different characteristics than the one he was then reaching. Though Sheppard points to greater coverage bv his station than the other one. a .ower total cost of the show and cost-per-1.000. he recommends an increase in client's budget to include The U O'Clock Sens. Reps generalh avoid recommending that an adver-i tiser drop any spot radio advertising even if it is not on their station. But. warned the NBC presentation, if it eomes to a choice between the two, don'1 forget that the client's message, has virtualb saturated the compel. nc station's audience by now. This type of presentation is among the most frequentl) used. It's when a rep has an availability open for which he has some established ra di0 advertiser in mind. Hoe the re, doesn't have to sell the medium ,.,,., jus, sells, and sells hard, the advantages his station and parUcuU. -how or adjacencies can offer LOUISE FLETCHER SELLS THE NEGRO HOUSEWIFE VIA WSOK NASHVILLE, TENN. SPONSO 126