Sponsor (Jan-June 1955)

HERE THEV ARE! 370PRAUl> transcribed RADIO SHOWS Foley and his Ozark Jubilee network Stars with audience building f appeal Red Foley $ho« SURE CURE FOR Mirthful, musical variety plus the songs of the old Tea-picker" himself Twneswe &"te s"°"! LOST LISTENERS There's only one Smiley" and he's at his best in this show • Timt tars . . . appealing for li iigned lo capture and hold the Ol listeners ... i quality production ... at low hudget cost everything a sponsor wants . al a price he can afford' FOR COMPLETE INFORMATION aboul 'Ming .shows, FREE AUDITION DISCS and costs, contact: John B. Mahaffcy • E. E. Sim.n, Jr. RADIOZARK ENTERPRISES, INC. SPRINGFIELD, MISSOURI • PHONE 2 4422 NEW YORK Pl«i. 1 3364 CHICAGO Sl.lo 3 7494 Minneapolis Lincoln 5689 DALLAS LOS ANGELES SAN FRANCISCO Protpoct 3733 Dunkirk 7-4388 Sulttr 5568 New developments on SPONSOR stories See: Sponsor Speaks Issue: 18 April 1955, page 128 Sliliject: Confusion between network and local radio The tendency to judge radio on the basis of declining network billings while ignoring the more promising local picture has plagued the medium in recent years. One outstanding example was the headline "Fading Radio" placed l'\ the // (/// Street Journal over a story about network business earlier this \ear. Trade reaction was sharp, indicating that radiomen are becoming hep to the problem and fast on their feet in correcting the impression that webs arc the sum total of the am medium. Result: the Journal ran a storj In the same reporter on 29 April. The headline "Local Radio" was followed by "Main Stations Show Hometown Ad Gains." As if to show the\ weren't entirely wrong, The Journal ended the first headline deck with "Network Sales Dip." Among those apparently responsible for the Journal's presenting the lull picture were Hugh Boice, Jr., of WEMP, Milwaukee: Charles Balthorpe of KITE, San Antonio, and the Sl\ \. Balthrope's complaint to the financial paper paid olT. The stor) started off with a phrase from a KITH billboard: "We confess, while you were away, we spent many pleasant hours with your wile." The billboard is located on the highway from San Antonio's airport to the city and tells the traveling businessman in an intriguing way that KITE has his wife's ear while he's on the road. The stor\ also mentioned that KITE, among other radio outlets, had more business during the first quartet of L955 than the first three months of last year. The Journal stor\ summed up the trends that have been taking place in local radio during the past few7 years, such as the greater use ol music, news and weather report:-, increased merchandising -eniies. announcement packages at night, efforts lo establish am outlets as respected community stations. \ 1 1 1 < > 1 1 u those quoted in the story were Robert Leder, general manager, WINS, New York; L. R. Rawlins, general manager, KI)K\. Pittsburgh; Daniel W. Kops, vice president, WAVZ, New Haven; Tim Elliott, president, WCUE, Akron; James Gaines, vice president, WOAI, San Antonio; Davis Myers, president, \\ FGM, Fitchburg, Mass.: M. M. Rochester, general manager. KSEL, Lubbock. Tex. Oilier stations mentioned were KCBC. Des Moine-: KMPC, Los Vngeles; Wolf. Syracuse; KFMJ, Tulsa; WKAP, Allentown, Pa.; \\ ( \l . Philadelphia; WHDH, Boston. * * * THIS STORY DREW PROTEST . . Fading Radio Listener and Sponsor Desertions Spur Some Sharp Reshufflings SO 'JOURNAL' FOLLOWED WITH THIS NBC Readies New Weekend Program Format; CBS, ABC Billings Also Dip Soap Opera Holds Its Own Local Radio Many Stations Show Hometown Ad Gains; Network Sales Dip By Joseph m C< n.roYW J t .' ■ . orlir o/ Til n ILL Sunt Jo Akron's WCUE Reports W0 Kisc Over '54; Tulsa's KFMJ Runs 8% Ahead News, Music and Weather $ BV JOSF.PI! M. GllLFOYLE I Staff Rryorln ol Thb »*'*-.i •tHBBT JOtptVAl .% 106 SPONSOR