Sponsor (Sept-Dec 1958)

wmmercials versus e.t/s? also be related to day-to-day local market situations, such as the weather and Idcal news events. This extra human touch on the part of an accepted local personality can give the advertiser a plus that he cannot possibly obtain by the use of his transcriptions alone. In the Rio Grande Valley of Texas, where we have a large segment of Spanish speaking population, we have found that the on-the-air personality commercials have particularly strong effects. The Spanish speaking people literally idolize our Spanish disc jockeys. Indeed, they are stars in their own right on the air, and are accepted as leading citizens of this community. Because of this obvious advantage, which has been built into our personalities through the years, a simple word 01 sentence by our disc jockeys on belialf of a product often leads to overwhelming success far and above that normally expected. Obviously for these reasons we highly recommend and frequently use our Spanish language disc jockeys whenever we can persuade the national or local advertiser to do so. The beautiful and outstanding fact about all of this is another reason why radio in our market is very much on the upswing. Radio will sell at any time of the day or night, in the manner best suited for any situation. Lyell Bremser, vice pres. & gen. mgr., KFAB, Omaha, Nebraska There's no substitute for the real thing 2rM To me the difference in the effectiveness of commercials delivered by personalities as against e.t. commercials often times depends on the products being sold. Certain products can be sold by a personality better than any tape. And certain products demand a commercial by a station personality. There is no case that I know of, however, where a better job cannot be done by a personality than by a tape recording. If there is to be any guts in radio the guts have got to come from personalities that are believable. These in turn, supplemented by a proper programing concept on the part of the station, create a character for the station in the minds of the listeners which is believable and which makes them feel they can depend on the station and what the station represents. A station that can, over a period of time, pin-point numerous direct sales results from its listeners must automatically be the kind of a station the listener believes in. And these direct sales results are for the most part delivered by the station's own personalities which over a period of time have won the confidence of its audience. And the station that has these personalities— the station whose believability has become an accepted fact to its audience and whose personalities have reached the status of tried and trusted friends provides a bonus for the e.t. commercials just by being presented within the framework of the personality's program. When an e.t. commercial is presented on a well known personality's program, it gains the added value of having been indirectly recommended by the personality. The "you are there" feeling that an individual personality can give to the product's believability is hard to duplicate via the recorded commercial. The personal inflections and references by a station's personality to a product commercial is an intrinsic part of the overall acceptability of such a commercial by the audience. To coin a cliche — but a cliche which gives a short and sweet answer to the question I can just say "There is still no substitute for the real thing." ^ In Denver, impact in programming and commercial presentation assures KOSI advertisers a "cosy lead" in Denver sales. Every day more and more families are tuning to KOSI for music, news, and features with universal appeal. Talk to your Petry Man about the most dynamic selling force in Denverradio station KOSI! KOSI 5000 Watts Denver is KOSI-Iand! Give a "whistle" for your Petry Man MId-AmerIca Broadcasting Co. Brochure Containing COMPLETE DETAILS OF WVET'S EXCLUSIVE, PHENOMENALLY SUCCESSFUL TOP VALUE STAMP PROMOTION PROGRAM For Information Contact: BILL SCHUBERT WVET RADIO ONLY Station In The Nation That Gives TOP VALUE Stamps! 17 CLINTON AVE. SO. ROCHESTER A, N. Y. 18 OCTOBER 1958