Sponsor (Jan-Apr 1958)

(Advci i Buyers and Users of Radio Advertising in Iowa File this page with your folder on Des Moines Radio. This is information you must know in "shopping" this great market wisely. KRNT went on the air 22 years ago. Its management has always tried to operate in such a manner that the public would be proud of the station. KRNT is a 5,000-watt affiliate of the Columbia Broadcasting System. KRNT is important to people. It is manned by people who have important work to do and they know it and the public knows it. KRNT is programmed with the whole family in mind. It presents a balanced schedule of entertainment, religious, agricultural, educational, news, sports and discussion programs each week. This station operates in the public interest, convenience and necessity. It is mature. The KRNT news operation is directed by a professional newsman. He directs a staff of eight professional newsmen. The newscasts on this station are now, and have been, among the highest rated in the United States. The people respect KRNT newscasts for their accuracy and objectivity. They like their completeness. KRNT news presentations are adult. KRNT's professional three-man sports team is headed by a former college and professional athlete known throughout the nation. KRNT programs sports events heavily, and does them professionally. Music heard on KRNT is selected by a qualified music director, a man of musical knowledge, a professional musical arranger. The music is selected for family appeal. Our musical offerings are always in good taste. KRNT personalities are erudite, articulate, friendly, alert emcees. They serve as hosts. They are not "disc jockeys". Their bid to fame is not jive talk. They did not get to be be favored personalities by flagpole sitting or playing some record over and over for 24 hours. They are constant, useful companions to thousands. They entertain. They inform. They serve the people. Here is an example. One afternoon recently when a snow storm caused hazardous driving and traffic tie-ups, KRNT threw formats away and reported conditions from all over the area. Four hundred phone calls were handled on a three-hour program. People depend on KRNT . . . KRNT never lets them down. The people who work here take pride in its operation and the people who listen to it respect it. Because KRNT stands for something, it amounts to something to people. The policies which govern KRNT are well known by the people. There are many products and services we won't advertise. For instance, we don't accept beer or liquor advertising and people know we turn down thousands of dollars from this classification each year. In the last city election, KRNT did not sell political advertising. We gave it away — equitably — to all candidates. In this particularly vital election we figured the public was best served that way. Not all the people agree with the policies which govern our operation but they respect us because they know our principles are not for sale. KRNT is believable. Character makes a medium believable. To be acted upon advertising has to be believed by the people you want to sell. It makes all the difference in the world who represents your company. KRNT has spent years building strong character in the community. It represents you well. Its reputation for dependability has been firmly established and is jealously guarded. That's why KRNT is famous for results for advertisers. KRNT is believed in by most people. It has character. It stands for good things in the community. It has great acceptability among people in the age of acquisition. It amounts to something to people who amount to something. It is believed by people. KRNT is a successful commercial station. It carries more local advertising by far than any other station in this six-station market. Most of its business is repeat business. It has an excellent repeat national spot business. KRNT is a good radio station . . . has exceedingly high ratings, too. KRNT, Des Moines, Iowa, is represented by a good organization, the Katz Agency, and their office is as near you as your telephone. SPONSOR • 4 JANUARY 1958 1