Sponsor (July-Dec 1954)

<niil.il j . Man) advertisers have proved thai ex< ellenl results can be obtained in \. gro Radio through the use "I m jul. ii < op) . and not copj prepared ■ iallj . Ii would seem thai the fact that the advertise! is favoi tag oui station and the Negro market with Bpe. ial attention, jusl bj being on the Btation, is sufficient to gel results. o "What time of «!«•/ i* best to reach \«««jro listeners'.*" A. Judging from the variations in id. replies received b) sponsor to tin question, there i no "formula" that applies to all market-. Best bet: consult Btation reps and stations for audience figures. However, here are Borne sample responses: K II. I. I. us Ingeles: 'in a recent telephone survey, it was found that tin earlj morning and mid-da; are the best time to reach the Negro ail audience. The) have radio in their automobiles and places of business aa well as in their home-. You will find that whenever the) have a few minutes to themselves, the) an listening to the Negro radio -how which mean BO much to them." BUY THE VOICE TO THE RICH RED RIVER VALLEY Shreveport's All-Negro Program Radio Station POPULATION:— Est. 1954 MUSIC Spirituals Folk Songa Popular Jazz Bauds NEWS Loral Regional Sports HETROPOLIT i \ IREA : — 156,000 tt hite 103,000 (66.1%) Vegro 53,000 (33.9%) 50-MILE RADIUS: 396,000 White 240.000 (61%) Negro 156.000 (39%) KANV 1050 K. C. 250 Walts Daytime TELEPHONE 2-3122 2730 TALBOT STREET — P. 0. BOX 3611 SHREVEPORT, LOUISIANA Represented by DORA-CLAYTON, Southeast Kli BC, Fort II orth: "Best time „f da) to reach all of the working \ audience are earl\ morning. 6:30-7 a.m.. and evening, from 5:00-6:00 p.m. However, for a product attra<live mainl) to women, the best times are late morning, 10:00-11:45 a.m. and mid-afternoon. 1:30-4:00 p.m. Kid you get with popular music anj hour of the da\ or night." Wli\l I. Montgomery, Ala.: "Advertisers arc missing a large Negro audience with double purchasing power during the hour from 9:00 a.m. to 3:00 p.m. Negro maid 1 there are 15,01 1 (hem in this area 1 tune to this station while the) are working in white homes. Man) of them do some of the -mall-item ^ro<er\ bu\ing for the white family, such a bread, milk. coffee, tea. sugar, etc. Also, \ maid are the ones who actuall) floor wax. furniture polish, glass cleaner, laundr) starch, detergents and soaps. The) use them in their home-. loo. If the maid suggests one brand over another, the white housewife will usually comply." KCOH, Houston: "In ever) sun we have mad. or have had made for 11-. Negro sets-in-use figures are high or higher during daylight hours as sets-in-use in the market as a whole. Naturally, the time of da) used to reach various segments of the V radio family varies. But the correlation between white and Negro audiences b) time of dav is \er\ cl< WHOD, Pittsburgh: '-Early-morning lime i unusualh good in Negro Radio due to the high percentage of factor) workers in the Pittsburgh area win. start on an 8:00 a.m. shift. 1 same workers tune in during the dav at their place of employment. We have talked with main employers who like their employees to listen to our shows while the\ work. Fast rh\thm music means fast work tempo." A. 7 \ \ . iiistin. Tex.: "To us, one of the most startling hits of information in a recent Daniel Starch surve) for Ebon) was that in the Neiiro market the woman should be considered a breadwinner as well as the man. We have established to our satisfaction that this 1 true in our area and have proved advertising results are alv greater in our morning program Blues Before Breakfast, heard daily between 6:30 and 8:00 a.m. or in the follow ins spiritual show. Siveet Chariot. 8:008:30 a.m." * * * 148 SPONSOR