Sponsor (July-Dec 1954)

Nielsen study revealed in addition that the greatest appeal of the show was to homes with large families (11.4%) and young housewives (9.7%). The nine programs come in at low cost for General Mills because of the discounts it earns with its other shows on the ABC Radio network. For the advertiser without such programs, the package would run roughly $14,000 for time weekly, according to ABC; three daytime 15-minute periods would run about $11,400. These are net figures, after normal discount, figured on a 52-week basis. Talent and production cost for the shows is about $2,400 weekly. The ABC research department points case history out that the average daily soaper racks up a 6.5 weekly net Nielsen rating, as compared with the Betty Crocker net of 7.2, and costs considerably more, averaging between $19,000 and $23,000 for time. Neither company nor agency is under any illusion that the five-minute show can build the same kind of loyal audience developed by the longer program. Assistant to the director of tv and radio programing, Margaret Kemp, explains that the short programs catch listeners much as do an nouncements, except perhaps for the morning period, which appears to have a more stable listenership than the others. Even if a woman i not serious!) interested in a re* ipe show, Margaret Kemp points out, it is so short that a woman is just as likel) to lei it run it course as turn it off. Still, listener interest is more serious than many might expect, as indicated by the consistent mail pull of approximately 1,000 letters per week, a mail pull, incidentally, almost as good as that enjoyed by former Betty Crocker allows before the advent of tv. Seven agencies: How seriously Gen( Please turn, to page 81) Script for Betty Crocker program is model for integration of selling ami programing Here's an example of how to tie product and program together so naturally they seem like one unit. Product in script below (20 October) comes in with mention of dessert in easy, acceptable fashion. Use of male voice helps to make transition smoothly; Elliot also serves to vary voice diet and give male point of view. Nole functional character of copy; it delivers what program promises, a real service. Copy is tight, "loaded" with useful information, yet easy to follow. High points stand out. It is in keeping with Betty Crocker personality WIN ELLIOT: It's time for Betty Crocker . . . and here she is . . . America's First Lady of Food . . . your BETTY CROCKER . . . brought to you by GENERAL MILLS. CROCKER: Hello everybody. Once again it's time for us to talk about "something different" to help you drive that old monster monotony right out your kitchen window. WIN: Betty Crocker, the Elliots have tried all your "let's be different" tips and take it from us, monotony doesn't stand a chance. CROCKER: Why thank you, Win . . . Now I'm sure there isn't a mother living who doesn't realize that though families may coax and beg for something different for supper tonight, it better not be too far off the beaten path or they'll eye it with suspicion. Well, our "let's be different" trick today is an entire supper which brings your family some of their old favorites livened up with new twists. And this is it: Noodles Cantonese which I'll explain ... a salad of lettuce wedges with horseradish mayonnaise . . . and for dessert . . . 4-Square Fudge Cake, each serving drowned with a scoop of cherry-studded ice cream. WIN: Betty Crocker, Mom won't have to call anybody twice to a supper like that. CROCKER: Doesn't it sound good though! You know we've found that noodle casseroles are popular with most families. But they can become pretty humdrum unless we're careful to vary them. And our Noodles Cantonese recipe from my new Good and Easy Cookbook does just that . . . WIN: Hey, from all I gather, Betty Crocker, the gals are really going for all the recipes in that new cookbook of yours. CROCKER: Yes, Win; and the recipe for Noodles Cantonese is typical. Here is the way to make this tasty dish: brown half a pound of lean pork, cut in slivers, in a little fat or oil and season with salt and pepper. Add about a half cup of water and cook 20 minutes. While the meat simmers, cook a four-ounce package of noodles. Then combine the meat, noodles, some chopped celery, thinly sliced fresh or frozen green beans, some grated onion and a couple of tablespoons of soy sauce. You know crisp vegetables are characteristic of Oriental dishes, so after everything's put together, cook for only about 5 minutes more. You'll have servings for four. WIN: And there's one casserole that's got good he-man eating in it. CROCKER: Yes, it's a real filling dish all right. Of course there's nothing startingly "different" about today's salad of lettuce wedges . . . but there's newness in the dressing . . . it's mayonnaise with the zip of horseradish added. Just remember, if you fix the dressing ahead of time, it will become nippier as it stands. WIN: Say, with all these new taste thrills, I'm sure glad there'* something familiar about today's dessert. CROCKER: (CHUCKLING) You mean the fudge cake of coarse. And our 4-Square Fudge Cake is unusually good . . . it's moist and rich and chocolatey . . . it's a cake men love. The recipe is now appearing in Gold Medal advertisements in October magazines or you can drop me a postcard request for it. WIN: Just write Betty Crocker, care of General Mills, Minneapolis, Minnesota. CROCKER: To carry out the "let's be different" theme, I thought you'd like to top each serving of 4-Square Fudge Cake with a scoop of ice cream that has bright red cherries through it. WIN: But no ice cream could be quite as good as that marvelous Gold Medal Cake. Rita tried it out the other night when we had some folks in. and you've never heard anything like the compliments. The women all wanted the recipe, and the men — well, they wanted second and third helpings. What a success! The crunchy nuts in that moist, chocolatey, rich, tender . . . </elicious cake . . . ummmm mmmmmm. CROCKER: (CHUCKLES) Win, you've just been describing what we like to call "that good Gold Medal texture!" For a cake you've summed it up perfectly. And, Gold Medal texture is "just right" -vvith everything you bake. In pie crusts it's flaky ... in bi-cuits and hot rolls it's light and tender-crusted ... in cookies it's chewy, crisp or soft . . . whatever you like! WIN: And, folks, Gold Medal gives all these "jusl right" textures because it's milled so fluffy light and fine. That way extra smooth Gold Medal can blend smoothly . . . blend to perfection, in fact! . . . with all your other ingredients. CROCKER: I should say. So, for real baking success, for wonderful texture with everything you bake, depend on Gold Medal Flour. WIN: Well. Betty Crocker. It looks like time': up. CROCKER: So it i>. Win. But we'll be back this afternoon. Perhaps you can joins us then. I'll be expecting you. WIN: TIME FOR BETTY CROCKER is a service for homemakers . . . brought to you by General Mills. 27 DECEMBER 1954 35