Sponsor (Sept-Dec 1958)

Top-drawer advertisers are buying WGN You're in good company when you join smart time-buyers who select WGN to sell millions of dollars worth of goods for topdrawer clients. Exciting new programming in 1958 makes WGN's policy of high quality at low cost even more attractive to you. WGN-RADIO CHICAGO, ILLINOIS ecutive art directors and Dr. Perham Nahl, to director of creative research. REPRESENTATIVES Edward Petry & Co. has added another arm to its expanding representation function: a marketing department. The role of the marketing department: "furnish advertisers with authoritative and completely updated information on potentials and special characteristics of the markets under consideration for spot campaigns." The marketing department will be headed by WilHam B. Rohn. Assisting: LaGrand Redfield, Jr. The Petry tv and radio promotion departments will work closely with them on presentations. Westinghouse Broadcasting Co. has set up its own tv rep firm for its five tv stations. Called Tv Advertising Representatives, Inc., it will begin operation 1 July, 1959. and be headed by Larry Israel (see RADIO AND TV NEWSMAKERS page 74) . WBC's formation of TAR follows its announcement three weeks ago that its six radio stations would be represented by AM Radio Sales Corp., effective, also, 1 July, 1959. What constitutes public service: In a speech before the State Association of Broadcasters, in Knoxville, George Skinner, radio program services director for the Katz Agency, asked stations to urge the FCC to revise its concept of what constitutes public service. Skinner urged stations to get a campaign rolling "to have your public service measured not in minutes of boredom — but in seconds of effectiveness. "Good, modern public service deals only on the meat of the matter. It gets all pertinent information in a few seconds— before the restless audience can change the dial." Rep appointments: WAIT, Chicago, and WGMS, Washington, D. C, to Avery-Knodel . . . KJAY, Topeka, Kan., to Gill-Perna . . . WCFR, Springfield, Vt., to Walker-Rawalt Co. . . . WISH, Indianapolis, to Edward Petry & Co. 731/2 YEARS' SELLING EXPERIENCE^ Bert Ferguson Exec. Vice-President, WDIA 73V2 years IS a long time. But that's just how long the capable, trained and experienced WDIA Negro air personalities have spent working at the art of selling. Not a single loss from one of America's greatest air sales staffs in the last six years! $4,396,854.81 IS a lot of money. That's just how much national and local advertisers have invested in these men and women in ten years of WDIA's Negro Radio history. $2,172,827.84 nationally and $2,224,026.97 locally to be exact. FIRST IN MEMPHIS! It's a help to know what local advertisers think of a radio station. In 9 months of 1958, Memphis' own advertising fraternity has thought enough of this 50,000 watt giant of selling power to send $204211.62 through WDIA in search of a share of the $616,294,100 the 1,237,686 Negroes in WDIA-land spend annually. Today WDIA still has more local and national advertisers than any other station in Memphis! By the way, the percentage of Negroes in Mississippi increased from 45% to 46% from 1950 to 1958. Who'd have thought it! You will miss 40% of the Memphis market if you miss WDIA! Buy WDIA and you'll get sales . . . sales produced by air experts with 7314 years experience. Top ratings in town. * Here's how this impressive record totals up: Nat D. William 10 years Robert Thomas 41/2 'years Willa Monroe 9 years Theo Wade 51/2 years Ernest Brazzle 8 years Ford Nelson 8V2 years Rufus Thomas A. C. Williams 91/2 years Martha )ean Cornell Wells 7 years WDIA Is Represented Nationally By John E. Pearson Company EGUONT SONDERLING, President ARCHIE S. GRINALDS, JR., Sales Manager 6 DECEMBER 1958