Sponsor (May-Aug 1957)

store and make theii own selection. Even in li.n d b Is, i hey h anl the salesman i" talk only prices and conditions and delivei ) . the) m ill cl Be the brand and model for themselves. In the appliance f ■ <-l« I ilii — .t I * — i r • 1 1 < I has IkmI .1 \ .1-1 illcc i .ill the »a\ dow n the line ti the manufai turei in i In retailer. "Take the electric hand iron," says Park. "Before the war, ;i manufacturer might have had 26 models and ;> dealei pretty well had to -lurk up on all <>l them i<> give the consumei his choice. Todaj the manufacture] might have a maximum "f six different models. He | m t a gal on i\ in show Imu a model works, and 1 1 » « customer, identifying with the gal on i\ . i -ulil h ithout need to i ompare h iili dozens of other i\ pes oi irons. Certainly i\ put over the combination steam-and-dry iron.*1 For the retailei thi effectiveness <»f t\ demonstrations has had several major effects: • llr needs less Boor space per category »>f appliances and doesn't have to lock up as much capital in each i \ | ><■ of item. • I Ie needs less display im entoi \ . • He requires less personnel and time expense. • Mr has a highei turn-over ol merchandise. Suburbia: Marketing experts agree that one ol the most important factors to revolutionize consumer habits and marketing in the |>a-t decade has been tin suburban, exurban and "interurban" population shift (See sponsor !! June for analysis "f Interurbia and its effect <m broadcast media. > Manufacturers have found that suburbia yields a particularly rich consumer market because I I I families tend to be larger; (2) incomes lend to In higher; (3) the urge to buy and improve the standard of living i more acute. television has both profited from this population trend ami has helped in emphasize ii i onsumption pal in ii-. I ii -i nl all, the medium has an in-built ad\ .mi i -. i npai ison w iili pi mi media w hen its covei ige of sub in Ida i concei ned. \\ here a meti o politan newspapei might h&\ <■ a threein four-county coverage, a i\ station is likely to embi ai e w ithin its i adius two or three times as broad an .ma. v\ ithout an increase to ii cost ■•! operation. Furthei re, the leisurely pace of suburban living generally promotes mini Ihhii nl u \ i . w ing, -'• that u 's influence is strongei in shaping the buy ing habits "I subui ban families. ( me categoi j ol products that is an example of the dual effect "I subui ban living ami television i the soft drink. " I lie family -size bottle has really been |nit over by t«l<-\ ision," a K,\l mi man told SPONSOR. Convenience packaging, which has become such a majoi factoi in grocei j products particularly, have generally been keyed to suburban living habits and have used i\ extensively to be come accepted by the public. These include such direct t\ phenomena as i\ dinnei and such indirect produi i i frozen d othei • I iii* k to prepare ak< I Is National economy] f"he problem ol the \mi i n in ii onomy and it i.n i hi i-i today i not one oi |'i odu< i nm. but i.iiIhi the i hallenge i" ' in. ii kel ing and • • 1 1 i 1 1 ^ < at< h up m ith mil .i 1 • i I i t \ in produi >• "W '■ lia ■ in< i ease i msumpl ion, say I \\ I \ r 1 1 ■ . lohnson, "to keep a healthy ei ulmliiv . I herefore, the emphasis is on inno\ at ions ind new products Since i^ obsoletes products fastei than any "tliii medium, ii helps maintain the pubIii hungei fui more and bettei prod ml-. " riin-i "iii "f 10 of the In and leaders of 1947 lost "in in the past I" years because they didn't know how :., i hange ovei fast enough, i oncludi Ed Nelson, Market Planning \ .p. ' I rani make up for deficient produi i quality . so il a ju\ isn t getting reorders, there's probably something wrong with Id product. But il then isn't, i\ i ' ertainly effective in producing sales." W 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 Misc. HOOPER— April-June 1957 KSTN Station Station Station Station Station Station Station H Station I Other 7AM-I2N I2N-6PM 7AM-7PM 32% 28 % 29 °o 20 20 20 4 4 4 9 12 1 1 6 7 7 17 15 16 12 14 13 7AMI2N I2N-6PM 39.8% 30.3% 14.7 24.9 2.2 4.1 7.9 10.7 4.6 5.1 10.3 7.9 7.0 6.6 3.3 2.1 2.5 1.4 7.9 6.9 KSTN STOCKTON, CALIFORNIA Music • News • Personalities Represented by Hollingbery SPONSOR 3 \u.i st L957