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WTHI-TV Channel 10
Lb the ONLY station
with complete coverage
of the Greater
Wabash Valley
• One of the Mid-west's most prosperous industrial and agricultural markets
• $714,500,000 Retail Sales in year '53-'54
• Blanketed ONLY by WTHI-TV's 316,000 watt signal
• 227,000 Homes (147,000 TV homes)
118,000
UNDUPLICATED WTHI-CBS TV HOMES!
WTHI-TV
CHANNEL 10 TERRE HAUTE, IND.
316,000 WatU
Represented nationally
h :
Tin Boiling Co. Veil ^ ork a Chicago
{Continued from page 16)
of Patti's Mercury record called "'Hie Mama Doll Song.'* As I remarked to Jack and Patti, while this effort didn't break any sales records, it was a good try.
Hope's activities as one of the stockholders in KOA-TV, the Cleveland Indians hall chili, and other enterprises, and Patti's and Jack* merchandising endeavors seem to me. once again, to point up a fairly recent development, which holds considerahle significance to sponsors. More and more, performers and their managements, are becoming business men in the large-t sense of the phrase. They are becoming increasingly involved in countle-s phases of industry, having nothing directly to do with their work a performer-. I have been told, for instance, that part of Eddie Fi-her* deal with Coca-Cola gives the youngster an interest in a Coca-Cola holding franchise. Eddy Arnold, as another example, ha a lair amount of interest in real estate around Nashville. Bing Crosl v. il is of course well known, ha dozen of non-showbusiness enterprises.
The significance of this to sponsors and their agencies, I believe, i plain. They may realize that when dealing with intelligent talent they may call upon such talent to help the advertiser merchandise and -ell In ware in mam ways beyond his performance on the air or before a camera.
Ed Sullivan, for one. "plays" -ales meeting-, distributor meetings, dealer confabs, and what have you. for hi LincolnMercury bankroller. Liberace make literally -tore of personal appearances for regional, and even local sponsors <>t hi tv film -eric-. Main another tv film -tar -et up and maintains a lull schedule of promotional appearances in behalf of sponsors and stations.
There ha been much -aid and written about the question ol whethei a star -hould do his sponsor's commercials. Toda\ the trend, as 1 say, goes way beyond this. Intelligent performers will not onrj do dignified commercial-, they will go far beyond that. More and mine of them are becoming business men and thu have developed an understanding <<\ business' problem-. In television particularly, there i a growing realization on the part of -tar that their job does not begin and end with doing the -how. Main of them, with increasing enthusiasm, are happ) to work a "salesmen" for
their sponsors, in a hundred and one different wa\-. This i a healthy, sensible trend which can do nothing but good for all concern) d. * * *
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SPONSOR