Sponsor (1956)

around Wednesdays and Thursdays aimed at the same week-end shopping trade that had been sought earlier via Josie McCarthy's Wednesday and Thursda) participations. The remaining >i\ were sprinkled through the rest of the week with the exception of Saturda) . I he Freii ich LD.'s showed up nexl tO SOme <>f NBC TV's hot known shows. Ilir line-up included, and -till does, Wide // ide World, 'today. Horn,-. Tonight, The Children's Hour. Queen far a Day and Matinee Theatre. Frei rich's hill for these adjacencies c ■ lo $825 a week, i \ew rate increases effective I December 1956 w ill up the tali to $1,350.) Freirich and S. I Inane Lyon's sales job is far from finished when the ladies have keen sold over t\. In a retail distribution set-up like Freirich's, the compan) driver-distributors have to sell the butchers along their routes. Fred Bruns makes sure thai they, too. are kept enthused about Freirich tongue. In order to make their selling job easier Bruns gives them schedules of the pro-rams beside which Freirich LD.'s appear. The schedules have proved useful as a means of forewarning drivers and dealers on what days to expect the heaviest demand. They also dramatize how Freirich is consistent^ hacking up retailers on television. This month Freirich. while retainin its I 1 weekl) LD.'s, starts participations on the Josie McCarthy Slum. The occasion is the publication of 33 Wonderful Ways to Serve Tongue, a cookbook prepared h\ Jerrj Freirich's mother. Selma Freirich. The cookbook will he offered free of charge. That s where Jerrj Freirich stands today, a year aftei he first dipped his toe into t\ waters. He mighl well ad\ ise that the water's fine, it's just a mallei ol learning what shoke to use. Naturallj I red Bruns has I een happ) with the -ale thai television ami radio have built for Freirich hut he -ax he" also pleased with the treatment he has gotten at \\ l!C \1 \ . To sum it up. Hi mis saj . "It's been a revelation to me thai the -mall budel gets ih- respect and attention that it doc-. We've used ever) one of \\ IK \ I \ s departments and they've helped US work "ill mil le< hnical probl( ms in a W8) thai ha made n feel thai we were General Motors." * * * 18 gjlllllllllllllllll! RADIO SALUTES THE NEW CARS Print media monopolized Detroit s annual unveilings until Storer put Detroit on radio \j Storer Broadca>ting Co. introduced it Auto mobile Shan of the Air. news of Detroit s annual unveiling ol the latest in automotive design was virtual!) the exclusive domain of the print media. Now in itthird vear as a feature of the seven Storer radio stations. the yearly series has made a largel) visual news event fit entertainingl) into a radio format. The concept for the Storer Automobile Shou of the Mr wa w. iiked out bv Robert ('.. \\ 1. national sales manager of Storer, who was looking for a method of presenting new car news in a wav that would compare favorablv with the editorial space devoted to the new cars in newspapers and allied media. To give the radio treatment a feeling of being up-to-the-minute, Wood arranged for 15 minute interview with industry leaders to be tapi'd in the motor capital. Storer newsman John LeGoff of WJBK-TV. Detroit, handles the annual assignment. Master tapes of the show are returned to the auto companies for reproduction so that anv radio station can request a duplicate tape for rebroadcast free of charge. One tape recorded last vear was broadcast bv more than 300 stations. Management of the Storer stations has found that Automobile Show of the Air provokes interest among local car dealers b\ acting as a business stimulant; dealers have also used the program as a tool for conveniently briefing their salesmen. Each \ear LeGoff visits heads of each division of ever) automotive companv. Division head describe their line's -Ivle changes and explain the latest safety and engineering innovations. Each interview is wound up with a discussion of general business trends expected to develop in the coming v ear. Though the Automobile Show of the Mr originated aa mean of matching print coverage given to new auto model-, it ha turned out that in some wav radio i even more effective. A letter from a listener who had heard the Storei -how commented that: ". . . safdv features and engine design which are reall) the most important things about a car made more "I an impression when discussed on radio where there are no flash) picture In distract v ou, Although the series help stations -ell time on a local level. Storer and all olhei radio stations have made a polic) ol carrying the series on a sustaining basis, * * * i SPONSOR • 1 5 in TOBEH 1956