Sponsor (May-Aug 1957)

The big city half of Minnesota, we mean. You can woo the Minneapolis-St. Paul Market with a million and a half "please buy" letters. Or you can spread your budget thin on half a dozen runner-up stations. But for immediate sales impact, you've got to reach Minn where she listens— on WLOL. WLOL'S Big 5 disc jockeys give you the quickest, most responsive, block-by block coverage in the big Twin Cities orbit. Add WLOL'S unparalleled out-of-home audience and you'll see why more advertisers sell more products on WLOL than on any other independent station in this market. MINNEAPOLIS ST. PAUL 1330 on your dial 5000 watts LARRY BENTSON, President Wayne "Red" Williams, Mgr., Joe Floyd, V.P. PULSE PROVES WLOL STATION IN THE NORTHWEST BUY IN THE TWIN CITIES represented by AAA Radio Sales News and Idea WRAP-UP ADVERTISERS There'll be at least 13 program series sponsored by automotives on nighttime network tv this fall. Shows breakdown as follows: Sunday — Lincoln-Mercury (Ed Sullivan), Chevrolet {Chevy Hour) Monday Dodge-Plymouth (Top Tunes & New Talent), Buick (Wells Fargo). Ford (Crisis) Tuesday — none as yet Wednesday — none as yet Thursday — Chevrolet (Pat Boone). Ford {Tennessee Ernie Ford), Chrysler (Climax), De Soto (Groucho Marx) Friday — Plymouth (Date With the Angels). Buick I show to be selected). Ford (Zane Grey) Saturday — Dodge I Laurence Welk ) Added to these will be: nine specials for Oldsmobile ( six Jerry Leuis Shoivs, two Dean Martin Shows and the Academy Awards telecast) ; five Desi Arnaz specials for Ford; for General Motors. Wide Wide World series on Sunday afternoons and for the Chrysler model, a show to be selected. (See "What's Behind Detroit's $100 million Air Budget?" page 27; and SPONSOR-SCOPE, page 9, for estimate of automotive tv network committments. I The Tea Council is upping its ad budget by 80% — and will spend $1.8 million for consumer adver tising this year. Here's where the money will go: • Largest share to "restore hot tea advertising to its former level of effectiveness." • To expand market-by-market coverage to 18 cities by Fall (now 12 basic markets are used I . • S600.000 to promote iced tea during the summer via spot radio in 29 markets. I See Spot Buys for further information on this saturation campaign.) American Toy Promotion will expand its tv coverage at Christmas to include 25 key markets, five more than were used in 1956. . . . General Foods' Perkins division is adding another flavor to its Kool-Aid line. The new soft drink powder, Golden Nectar, will be promoted via radio and tv in the late spring and summer months. People in the news: Roger Greene has been elected vice president in charge of advertising for Philip Morris. Other new v.p.'s for the tobacco firm include: Andrew C. Britton. manufacturing, and Walter N. MeFadden, purchasing. . . . R. W. Moore, Sr., has relinquished his office as president of Canada Dry to become chairman of the board. His son, Roy W. Moore, Jr., has been elected president. . . . L. F. Carlson, director of advertising for Oldsmobile. 02 KOMO-TV (Seattle) dancers on rooftop kick off promotion {or hydroplane race telecast as viewers "ii street watch via L10inch lens i>n remote truck two Mocks awa> TIMEBUYERS attending WWVA, Wheeling, W. Va., presentation in New York include (1 to r) Marie Scotto. Joan Rutman (Grey). Bob Boulward (Houston), Sally Reynolds (L&N) SPONSOR 4 may 1957