We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
cJ J feeling Jolly
Because of the season, Dons a Santa Claus suit
For a mighty good reason!
'Tis right before Christmas
And all through the land, Hundreds of sponsors
Are feeling just grand!
Their spirits are high
And not from libation. An increase in sales
Has caused their elation!
Hundreds of thousands
Of L.A. adults Heard their commercials
And produced big results!
The Los Angeles station
Which did this big task Was KHJ Radio.
"How?" You may ask.
KHJ's Foreground Sound
Is, simply, the answer.
No Santa, no sleigh.
No Dasher, no Prancer.
We hope we've helped you,
Or that we soon might!
Meanwhile, Merry Christmas
And to all a good night!
KHJ
RADIO
LOS ANGELES
1313 North Vine Street Hollywood 28. California I{epreaent«d nationally by H R RepreaenUtives. Inc.
Timebuyers at work
Ed Ratner, Friend-Reiss Advertising, Inc., New York, reports that Ins agency handles a number of toy accounts which are unfamiliar with tv. "They have all heard about the magic of tv and its fantastic successes," Ed says. "And because they have also been told that tv is terribly, terribly expensive, they generally try to 'play it safe' by following the pattern set by 'Whatchamacallit Toy Co.' in its 'fabulous' campaign — using the 5 to 7 p.m. slot exclusively. 'Who watches in the morning?' they ask. So in the last few months I had literally to force three clients with products that appeal to preschool youngsters to use 9-10 a.m. and noon-time kid shows. I felt we would be reaching the right audience with the right product during "C" time at a better cost-per-1,000 than late afternoon "B" time. And, although I knew thai pre-schoolers watch the later shows, too, I also knew that eight nine and 10-year olds had no interest in our products. The result? Shows like Shari Lewis' Hi Mom on WRCA-TV and Cartoon Playtime on WNEW-TV, New York, made me a hero; all three clients will be back on tv in January, not next September. Audience composition was the key."
David Lawrence, Beckman-Koblit, Inc., Los Angeles, feels that while the first considerations in buying should be audience, availabilities, cost, composition and station personality, merchandising can greatly increase the power of the purchase when properly handled. "General merchandising plans are usually ineffective," Dave says, "but a plan specifically tailored to fit the client's needs can give a campaign considerable extra mileage. "We've been able to work out some excellent plans by sitting down with the station representative and the stations' merchandising directors. For example, we've used station personalities very effectively in these merchandising campaigns by building contests around them; the contests snowballed and really broke the ice Dave feels that it's important that lerchandising and create their own merchandising plans for both the client as well as the market. "Merhandising," Dave says, "can be of tremendous value — but the ilans must be developed in terms of specific marketing problems."
\^hen entering timebuyers lea
markets." more about
SPONSOR • 20 DFXEMBER 1958