Sponsor (1956)

No more potent salesman in the Baton Rouge trade area than WAFB-TV . . . "The Champ" when it comes to Rating, and "The Champ" when it comes to merchandising. WAFB-TV's rating leadership is nearly 5-to-l. WAFB-TV's merchandising leadership is unsurpassed. For example: ROUND 1 First place winner in "Lucy Show" competition with a double first prize for special merchandising job. ROUND 2 First place in Screen Gems, Inc. contest on program promotion. ROUND 3 ' Finished in"top four" in promotion contest sponsored „ by "Frank Leahy and His Football Forecasts." ROUND 4 WAFB-TV's only entry was second place winner in 1956 Billboard promotion contest for "network programs." WAFB-TV CBS-ABC CHANNEL 28 Affiliated with WAFB AM-FM 200,000 WATTS Continued from page 16 that hour oi the morning came as a surprise to me. However, it could ju-1 lie that it makes great sense. The ladies who arc toda\ lnis\ housewives and mothers and control such huge chunk i>f the family budget are the very lasses who danced to the Dorseys and Goodman-, the Jamses and the Cugats in their high school and college days, when those hands were riding the crest of the popularit\ waxes. It'll he interesting to see, at any rate, how the hands — traditional nighttim.'ido in their new daytime slot-. * * * While music seems to he coming in for a substantial share of programing attention these days, over at CBS Radio, they're really working to develop a number oi new selling personalities. Arthur Godfrey's sister. Kathy. after a year of seasoning with a once a-week variety show, i now -tarring in her own five-limes-a-week fifteen-minute interview -tan/a. immediately following her celebrated brother. And Kdd\ Arnold, long a favorite songstar, is now emcee-singing host on a fne-a-week nighttimer, Monday through Friday. 8 to 8:30 on the same network. Coneededly one of the most difficult jobs in the broadcast business is this ta-k oi building a personality who can entertain, and sell effectively at the same time. But once such a personality has been developed, there are few types of programing to match the personality for effective selling. One of today's ablest entertainer-salesmen, of course, is Tennessee Ernie, now gracing NBC TV airwaves. CMS. it seems, is more aware of the personality potential than the other webs (perhaps because of their great success with Arthur Godfrey himself). Whatever the reason, thej -eem to spend more time, effort and money attempting to build such personalities than do the other webs. Even on the local level, they have proved the success of this personality formula. The local New York outlet, already sporting a group of proved selling personalities, has been building a new one in a voung man named Jim Lowe. In four rating periods, Lowe has climbed from a 3.6 I'ul-e to a 1.3. and now ranks among the top three multi-weekly, network station participating -how in the New York market, \d\erti-erand agencies would do well t<> watch station and network efforts to build personalities ol this type, and gel on the bandwagon, while the price is right. * * • Letters to Joe VsUlu are welcomed l)<> you alums agree with the opinions Joe Csida expresses in "SPONSOR Backstage?" Csida and the editors oj sponsor would be happy in receive and print comments from readers. Address Joe Csida, c o sponsor, Hi E. 19 St., Yew York. SPONSOR Reps: Col Adorn Young, Notional or Clark* Brown in South and Southwstt