Sponsor (July-Dec 1954)

Sponsor get* s* 100.000 worth of time via promotion contest I he value oi running a station promotion < ontest i an be computed in dollars and cents. Lehn & link Prodii. i ( orp. found this out when it tabulated results of a station promotion managers1 contesl lor ii VBC I \ program, the Neu Ray Bolget Show. Through Lennen & Newell, it agen. \. Lehn & Fink offered S250 cash to the promotion manage] who did the best job of promoting and merchandising (tie show and the sponsor's produi t. \\ hen the conte t began, onl) >9 \BC TV stations were in the lineup. I lie list eventually reached a total of 69 outlets, of which 57 got the contest announcement. There were 45 entries in the contest— or a response of 78.9%, considered very high. Mrs. Doroth) Albee of WILK-TV, \\ ilkes-Barre. Pa., collected first prize. Robert Baldrica, WXYZ-TV, Detroit, won $150 second prize; Hey wood Meeks, WMAL-TV, Washington, won S100 third place; Ken McClure of KROD-TV, El Paso, placed fourth to win $50. All entrants — winners or not — received a black and gold beer Hh»H shows sponsors what ad dollars will buy WKOW and WKOW-TV, Madison, are giving advertiser* visible proof of what their newspaper advertising dollars will buy on a radio or tv station. The stations are sending out pamphlets which feature miniature newspaper pages. Various sizes of newspaper ads are indicated on the miniature pages. Next to the newspaper page is listed what the same amount of money would buy on radio and tv. A typical page of the tv booklet says "If you use a t x 9" newspaper ad \oii can stretch your advertising budjet with 15 minutes on WKOW-TV. I he average newspaper reader spends only 12-15 minutes per da) reading his daily newspaper. The average t\ familv Bpends 1.65 hours viewing television. ..." * •* * L&N's Albert Plaut gives Dorothy Albee prize mug inscribed with their name and station call letters. The agency estimated that the total value of extra time gained through the contest exceeded SI 00.000. One station, for instance, documented $7,500 worth of extra spot time, while another documented more than $6,00.0 for extra service. The average was more than S2.000 per station. Judges for the contest were Dan Shea, v.p. and merchandising director of Lennen & Newell; Gene Accas of ABC; Charles Sinclair, senior editor. SPONSOR; Florence Small, Broadcasting-Telecasting. • * * Tips for sponsors, programs In 'Tv Program Exchange' Local advertisers, agencies and stations are being offered a monthly digest of "tested and successful sales and program ideas." Called the Tv Program Exchange, the digest is being produced by the National Research Bureau. Inc.. Chicago. Idea Exchange includes a sales section which comes in a loose-leaf binder and cn\ers dealer cooperative plans for televi-ion. It lists the manufaeturi i s cooperative allowances, copv restrictions and tvpe of material avail able (such as s(,UIU] film, slides, prepared copy). A monthly television new letter for station salesmen accompanies the co-op data. The digest also covers tv program idea-. It reports ease histories of tested shows, photos of the sets used in the -bows and other information from the stations. NRB1 is located at 115 North Dearborn St, Chicago 10. 111. * • • YcifioiHif Brush Co. keys commercials to weather Commercials keyed to changes in local conditions are being telecast this winter b) the National Brush Co. foi its Sno-Chaser auto brush. The brush firm's agency. Charles 0. Puffer Co., Chicago, sent one-minute announcement films to 11 tv stations with instructions to air them only during inclement weather. The auto brush is a long-handled brush designed to whisk away snow from any part of an auto. On the other end is a plastic scraper which breaks up windshield ice without showering ice chips on the user. It comes in a pliofilm case. Stations on the current schedule include WNBQ-TV. Chicago: WNA( TV, Boston: WCCO-TV. Minneapolis: WGR-TV. Buffalo: KLZ-TV, Denver: WHAM-TV, Rochester WHO-TV, DoMoines: WJBK-TV. Detroit: KMTV. Omaha: WTMJ-TV, Milwaukee; WHEN-TV. Syracuse. • • • Latest Crosley promotion: greeting cards to admen Crosley stations are sending handwritten flower-bedecked cards to timebuyers pointing out the advantages of a Crosley Group buv. Written in an intimate, friend-tofriend style, the message goes along like this: "Hello! I have a hunch you might be suffering from either swollen inventory, shrunken budget, or both — so many people are these days! If you want a sure cure for what ails vou. give me a call — I know a great M.D. (doctor of medial here at the Croslev Group. There's nothing like his new rate structure treatment. He'll have you walking on • C.G. I air in no time. . . ." The cards are signed with girls" names, include the phone number of the Crosley station in Cincinnati. • * • 68 SPONSOR