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SET YOUR SIGHTS ON
KSTN
#1 Audience Getter m STOCKTON
California
Fact #1
In Stockton Pulse May, 1957 KSTN leads the second station by 45%
Fact #2
In Stockton Hooper 2nd Quarter 1957 KSTN leads second station by 71%
Fact#3
By all accepted standards, KSTN has been the "mostlistened-to station" in the BIG STOCKTON MARKET for the past four years.
Member Station
A-BUY in California Represented by GEORGE P HOUINGBERY CO.
News and views for women in advertising and wives of admen
Women's week
24
Chris'.mas shopping: Admen might take early note of the gift preferences registered by a cross-section of lady timebuyers and wives of agencymen or clients who usually receive Christmas gifts. Among the two dozen ladies whose pulse SPONSOR took in the interest of smooth relations, gift preferences ran as follow-:
1. Edibles, provided they keep, said the majority.
2. Beverages, with the same condition.
3. Records, so long as they're not too commercial.
Pet peeves were: (1) monogrammed gimmicks and (2) promotional household ware.
Said one lady timebuyer: "I could open up a souvenir shop with all the ashtrays, paper cutters and pen and pencil sets I've received at Christmas. Some flowers might be a real refreshing change."
Agency real estate problem: When one agency went scouting for bigger headquarters recently, its prime requisite was space high up in a building, where the majority of offices would have windows. Reason: The agency has been adding more and more vice presidents and its consulting psychologist pointed out that discrimination in offices could do more harm to personnel relations than a salary cut.
Women tv contestants: The biggest problem that packagers of tv quiz shows and their agencies continuously face is the scarcity of brainy women. For example, there's a ratio of more than 10 men to one woman who manage to reach the finish line of the hours-long elimination test for Twenty-One.
Women, it seems, compete successfully in specific areas, but elimination tests such as those used by Twenty-One and Tic Tac Dough stress information in various fields: politics to baby care to botany.
Says a McCann-Erickson motivational researcher: '"Women's minds are as retentive as men's, but women's areas of interest tend to be limited and. consequently, the types of information absorbed."
Agency cost-of-living index: While the national cost-of-living index has risen to 123, compared to base year 1948-9, girls who earn their way in agencies see a far more drastic change in beginners' salaries during the same period.
"When I was pounding the pavements back in 1949, major agencies offered me a hot $35 or $40 a week in their copy departments," a 28-year-old copywriter told SPONSOR.
"Today, no self-respecting beginner will take less than $60 in the same spot, and men often get up to $75 in trainee programs."
According to employment agencies specializing in advertising, beginner's salaries actually have risen faster than any other classification. Showing least increase: the middle-income brackets between $8,000 and $15,000.
SPONSOR
23 NOVEMBER 1957