Sponsor (Jan-Apr 1958)

SPONSOR-SCOPE continued Hordes of stations are preaching faith in the American economy, but in Hempstead, Long Island, there's a radio station — WHLI — that's backed up its faith with coin of the realm. It's spending $75,000 for additional transmitting equipment — only 18 months after moving into its new headquarters costing over $250,000. (For more on this theme see Let's Sell Optimism, page 4.) Ironic as it may seem, a batch of NBC Radio affiliates soon will get a spot schedule out of a major Madison Avenue agency because the client wanted to be associated in some way with Monitor. Told by the agency that his regional distribution didn't make him a valid customer for Monitor, the client wanted to know what else could be done to give his dealers the impression that he was linked to the NBC weekender. The agency's answer: Buy a schedule of Monitor chainbreaks in the markets where you have distribution and promote the connection. Gearing the ratecard to the latest ratings apparently is becoming a growing thing among radio stations. It's not uncommon for a station that's dropped to second or third place to adjust the rate accordingly to meet the competition — but with the abiding hope that the next time around it'll be back on top and return to the former rate. A rep explained the ratecard seesawing thus: "It's important to the broadcaster to maintain his volume, and he can't do it by being inflexible." Promotionally-alert WCAU-TV, Philadelphia, is lending manufacturers of portable tv sets a hand in perking up summer sales. The tie-up, though directly with Philco, stresses the advantages and pleasures of outdoor tv in the summertime. A series of on-the-air promotions will illustrate tv's flexibility. For instance, an early morning gardening series will invite viewers to phone in specific questions and watch from their garden plots the answers being telecast to them. There also will be programs aimed at youngsters while they're at play outdoors. Rheingold Beer is demonstrating via FCB that there's room for showmanship in local live radio — if people are alert to the opportunity. The brewer picked up a half hour of the world premiere ceremonies of the St. Louis Blues motion picture in St. Louis and by AT&T wire broadcast it over four New York stations. The incentive was the fact that Nat King Cole, who does Rheingold commercials and is star of the movie, m.c.'d the St. Louis event. Sidelight: The site of the origination might be called Budweiser's own backyard. As the business dip continues, note the trend among the package goods giants to bring out more and more new products and back them with an increasing share of their advertising dollars. In other words, industrv is trying to jog people out of their buying lethargy by tantalizing them with fresh merchandise — some of which has been on the backburners waiting for the appropriate moment for introduction. The manufacturer, instead of sitting back and watching sales go down on his established and profitable items, will put the accent on articles that will stimulate new sales. Implications for retailers: More store traffic from those who like to try the new-fangled. Implications for ad agencies: Custodians of budgets for older products will find them dwindling as the push toward newer items develops. P.S.: Lever Bros, alone will introduce eight new items this year. SPONSOR • 26 APRIL 1958