Sponsor (Jan-June 1956)

TILO ON THE AIR (Continued from page 31) cial reserves and 43,000 satisfied customers. This year, Donnellon reports, Tilo, now at the $12.1 million level, has 67 field offices, 600-plus salesmen. It's netted a third of a million "satisfied customers," and has $10 million in financial reserves. Tilo's sales gains have been steady and notable, and management wants to keep them that way. That's why radio is selling in a very indirect way. Donnellon outlines radio's objectives : "First of all, we want to back up our field men. We want them to be able to take better advantage of their sales calls, to make more efficient use of their time, to get a foot in the door — and faster. "There's another big objective. We know that if radio pre-sells the woman at home on the name of Tilo, she'll be infinitely more receptive when the Tilo man rings her doorbell. A lot of women, rightly, are suspicious of door-todoor workers. We want to dispel that built-in prejudice by familiarizing her with the Tilo name and what it means. "Another thing we want radio to do is build over the years an awareness to the fact that Tilo is the place to go when a housing problem arises. We reach many, many more homes with radio than we can possibly visit, or service. But we'll catch up eventually." Just as important as what Tilo does want from its radio advertising is what it does not want. "We don't want any leads, or direct sales, from radio," says Donnellon. "Our salesmen work on commission, and they naturally work harder if they think we're backing them up. That's just what we are doing. We're backing them, not doing their work! "Pre-selling is the most difficult thing in the world to measure. The only way we know we're succeeding is by checking on increased selling ac tivity in the various markets, and by the favorable comments from our men in the field. "They love our advertising! They know the door is easier to open because of our radio announcements." Radio pre-sells 10 basic Tilo concepts which, sooner or later, are integrated into all radio copy. Tilo terms them "Sound reasons for dealing with Tilo." They are: assets, age, size, ex perience, factory, craftsmen, insurance equipment, budget plan and guarantee Radio announcements do two things They pre-sell Tilo shingles or pan els, used both in roofing and siding They also implant an awareness of fu ture need. "Every time it rains, a house gets closer to Tilo," says Bolster, Moore account executive. Tilo's actual potential is every frame house which now exists, and every frame house which is built. Deterioration in such houses starts the day the {Please turn to page 76) I. \eu" stations on air* CITY & STATE CALL LETTERS CHANNEL NO. ON-AIR DATE ERP (kw)" Visual Antenna (ft)'" NET AFFILIATION STNS. ON AIR SETS IN MARKETt (000) PERMITEE, MANAGER, REP COLUMBUS, MISS. WCBI-TV 9 June 20 450 CBS-NBC Birney Imes Jr. If. IVeu? construction permits* CITY A STATE CALL LETTERS CHANNEL NO. DATE OF GRANT ERP (kw)« Visual Antenna (ft)*" STATIONS ON AIR SETS IN MARKETT (000) PERMITEE, MANAGER BROWNWOOD, TEX. MILWAUKEE, WIS.3 19 10 6 June 6 June .645 107 180 370 650,000 Brownwood Television Corp. Board of Vocational &. Adult Education Iff. \ew applications OITY & STATE CHANNEL NO. DATE FILED ERP (kw)' Visual Antenna (ft)"' ESTIMATED COST ESTIMATED 1ST YEAR OP. EXPENSE TV STATIONS IN MARKET APPLICANT, AM AFFILIATI BATON ROUGE, LA. CASPER, WYO. SAN ANGELO, TEX. 40 2 3 9 Jun. 9 Jun. 9 Jun. 154.5 .207 25.3 450 275 164 $190,005 $325,000 $80,670 $57,000 $120,000 $104,000 WAFB-TV WBR2 KTXLTV Bayou Bcstg. Corp. Harri scope Inc. Jane A. Roberts BOX SCORE U. S. stations on air Markets covered 470 299 •Both new c.p.'s and stations going on the air listed here are those which occurred betws 2 June and 9 June or on which Information could be obtained In that period. Static are considered to be on the air when commercial operation starts. "Effective radiated powi Aural power usually is one-half the visual power. '"Antenna height above average terrain (« above ground), tlnformation on the number of sets in markets where not designated aa bet from NBC Research, consists of estimates from the stations or reps and must be deemed appro mate. SData from NBC Research and Planning. NFA: No figures available at preattii on sets in market. ^Community would support proposed lower-power station at least three y»ai or until such time as it becomes self-sustaining. ^Presently off air. but still retala* 0.'. >Non commercial. 'Above ground. 72 SPONSOR