Sponsor (July-Dec 1954)

Your Best Buy For GREATER MEMPHIS' NEGRO .MARKET WCBR over 250,000 NEGRO Population In .5MV Area SURPRISINGLY LOW RATES ALL NEGRO Programming WCBR CONCENTRATES its SELL in and around greater Memphis where over 250,000 Negroes live, work and spend. You buy programming that is proved successful in building and holding listenerloyalty. That means sales. For further information, coverage data and rates, write Joseph He.-jhey McCillvra. Inc. National Representatives ALL DAY LONG! WCBR 1000 WATTS One Rate to All LocalRegional-National Studios on Famous "BEALE ST." MEMPHIS, TENNESSEE write the commercials beard on Ruby I alentine, and has no intentions "I doing bo "M future Bhows. But Evans ;ui(l Reggie Schuebel are happ) to consult with \\\ advertisers on problems ..I copywi king when it concei as angling cop) to 1 1 1 « Negro air market. \ Evans describes it, "This consists of (lin|ipin^ in occasional place names Familial t" Negroes, "i providing tini i^lit musit ,il settings f"i tin commercial, or building it on a Bocial theme which will -hike ;i responsive chord with Negro Listeners." Wliat of the NNN's future? \ sponsor went to press, a number df things were in the works. Fur one thing, the \\\ is reported read] to launch a second s<,ap opera, starring Hilda Simins. for a national advertiser. "'I can't tell you who it i-. Iml it's one of the Big 10 air advertisers," Evans told sponsor. Other transcribed Negro-appeal shows — two "We sincerely believe that today's advertising manager has ihe great opportunity as never before — of becoming an extremely important and vital member of the general management team. But we also believe thai he will be constantly measured b> management for his position on the team, in terms of Im i — abilities to SUCCessfullj operate, nwell as to create. In other words, -kill in managing, as well as skill in advertising, will be taxed to the utmost." GEORCE B. PARK Manager. Advertising <V Sales from.. Marketing Services Div. General Electric Co. Schenectady more soap operas and half-hour mysterj show with Cab Calloway — are in various stages of readiness. The \\\ i also discussing the feasibility of feeding live Negro-appeal events such as a special salute to Liberia, the all-Negro African republic — to some 60 or 70 stations as a special event. For another. \\\ officials plan to launch a "Negro Market Sale Index" in November as a service to network clients. Its purpose: to provide facts and figures on 203 grocerj and an equal number of drug outlets in 1 3 Large Negro markets. The research work would be done bj an independent research firm and would be free I" network advertisers ordering the service. Through it. the \\\ feels, spon-,. i can keep close tabs on produ< t sales in the Negro market, and can judge the effectiveness of \\\ si in boosting product sale-. But (he biggest task facing the W\ i -till the hurdle of acceptance in the advertising world. "Most of our inquiries come di recti) from clients, who have heard about \\\ through their field representatives "i regional sale offices, said \\\ President Evans. " Vgencies aware of our existence, and watch our growth i losely, hut a lot of them are still reluctant to come right out and make a major recommendation on Negro radio, preferring to keep campaigns at the 'test' level while wat< • to see what other do. "But/' added \W \. P. R Schuebel, "the ice lias been cracked \\ e're going to keep it that was ."' *** • Reprints of the 1954 Vegra Radio section will be made available on request. Please address your inquiries to Sponsor Service • Inc., W E. 19th St.. yen York 17 \. V. Reprint priees are nominal and bulk rates apply for quantity orders. Need a j Specialist? Reach the Specialized NEGRO MARKET through • Market Data • Coverage Facts • Experienced Counsel • Pin-Pointed Availabilities % DORA-CLAYTON AGENCY Regional Representatives tor Radio and TV ALpinc 7841 502 Mortgage Cuarantee Bldg. Atlanta. Cj. 152 SPONSOR