Sponsor (May-Aug 1957)

SPOT RADIO continued W A N T E 1) BY CLIENTS Members of The "Jack The Bellboy" "Daddy Sears" Notorious audience stealer O. K. Gang Leader These Men Are Wanted TRANSCRIBED OR ALIVE For more information contact Sheriff Forjoe or any of I his Deputies— or— call Warden Stan Raymond in Atlanta. • i REWARD PAYABLE IN RESULTS 0t^fm0^ i^lf^#%#^0< t^it^^l^^m0m^f^^t^^0¥^it^^^^0t0t^0^^t^^0^ «^i ^0 DESCRIPTIONS "Jack the Bellboy" . . . always strikes between 5:30 & 9:00 A. M. Uses top records, news and weather to muscle his way into thousands of homes. "Daddy Sears". . . leader of the gang — armed to the teeth with talent — Dangerous between 4:00 & 8:00 P.M. Has captured a tremendous following and is gunning for more. 5^> ft KILOCYCLES WA0K ATLANTA WATTS By all accepted standards KSTN leads all stations in the BIG STOCKTON, CALIFORNIA MARKET! Station Audience Shares Monday through Friday PULSE— May 1957 KSTN Station B Station C Station D Station E Station F HOOPER— April-June 1957 KSTN Station B Station C Station D Station E Station F Station G Station H Station I Other 7AM1 2N 32% 20 4 9 6 17 12 I2N-6PM 28% 20 4 12 7 15 14 7AM1 2N 39.8% 14.7 2.2 7.9 4.6 10.3 7.0 3.3 2.5 7.9 7AM-7PM 29% 20 4 II 7 16 13 I2N-6PM 30.3% 24.9 4.1 10.7 5.1 7.9 6.6 2.1 1.4 6.9 KSTN STOCKTON, CALIFORNIA Music • News • Personalities Represented by Hollingbery merited to sponsor, "more brain power than ever is going into radio copy." This has been noticed, not only within the industry, but by audiences as v.( II. Newspaper columnists and writers for consumer magazines have been loud in their praise of the improved quality of radio commercial copy, the imaginative jingles, the catchier-thanever tunes. Admen who. onlv a short while ago were training their heaviest creative guns on tv commercials are now turning out great radio copy and appear to be having a good time at it. Q. What trend has distinguished this new concept of radio copy? A. Particularly noticeable in recent months and likely to continue during the coming season is the light-hearted "talk" commercial. It fits into musical programing formats well, creating a good contrast to attract listener attention. It also gives d.j.'s, who themselves rely heavily on humor, a chance to kid it. Such comments not only give the commercial added impact, but added seconds of air time. A few of these commercials were adapted from tv. notably the Harry and Bert skits for Piels Beer which are credited by many copywriters with having started the trend. Some clients who are now attracting attention with their light-touch commercials are: Beechnut coffee, Cavaliers, Ford, Pepperidge Bread, Pall Mall. Sen-Sen. Hoffman's Beverages, Rambler. Contadina. Martinson's coffee, Schick Razor, Schweppes Tonic. Despite their humor, these commercials are reallv hard sell. Q. Does this trend to light-touch radio commercials mean that all clients might profit by using them? A. No. The light-touch commercial works well for products that are associated with pleasure such as beverages, cigarettes and even — provided copy is handled deftly — with such expensive pleasure products as autos. But it would hardlv be appropriate for a life insurance company to use a humorous commercial. With inexpensive items such as a five-cent candy bar. where am seriousness or pomposity would sound ridiculous, the light commercial works fine. It also is ideal for products for which you can t resort to medical claims or which are really little different from competitive brands. i:> i TV AND RADIO BASICS