Variety (Dec 1948)

Record Details:

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Sealtest buys new Dorothy Dix show on ABC in 49 major markets -i'Sealtest wanted a program that was well-known — sure of reaching a big, receptive audience. But we wanted to concentrate our advertising in selected markets. Dorothy Dix on the Air filled both requirements. With this ABC co-op, we get the prestige of a full network show, yet we are paying for only the markets we want to cover. And since the total cost of the program is pro-rated over the whole network, we can buy the markets we want at a low rate." A. R. STEVENS, . . ' • JDirector of Stilti Promolioif and Advertising' Everybody wins with an ABC co-op. Advertisers —national or local —benefit by the low rate and high selectivity these shows afford. Agencies bene- fit because co-ops offer them an effective place to spend appropriations on a spot or group mar- ket basis. Station representatives benefit increas- ingly as co-op sales to national advertisers become a significant source of their commissions. There are high-value, low-cost programs ap- pealing to a wide variety of audiences on ABC's co-op list—news (E/mer Davis, Martin Agronskyy Baukhage) ... a forum {America's Town Meeting of the ///r)... comedy {Abbott & Coste/lo, Ethel and Albert) . .. audience participation {Breakfast in HoUy'<vood) . .. drama {Mr. President) . .. sports {Harry JFismers Sports Show) ... music {Piano Playhouse). Ask your nearest ABC representative for full details about the special benefits of ABC co-ops... or contact DOROTHY DIX Co/uim en thm Air Dorothy Dixj through her fainout newspaper :coluinn, has built up • > vast and devoted audience all over the country.: Now she brings her waritt understanding and sound counsel to tiidsi>.''Deri)Sy ::Dix otnit ^iV, MoA->- day-^Priday 1:4; pm EST^ 11^5 pm- ciT and MST. and 11:15 pm rsT, ii available in all other ABC market*: not within Sealtest'a covers^ci ABC American Broadcasting Company COnOPERATIVE PROGRAM DEPT.-7 WEST 66th STREET-NEW YORK