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Two important questions arise: (1) Do Betty and Bob have an audience? (2) Can they hold that audience for a new local sponsor?
According to Mr. Gale: "Betty and Bob has always had a good program rating, and just before it went off the networks, it reached the highest rating of its career."
The last box-top premium offer under General Mills' sponsorship found the show coming through with flying colors. At that time, it had the highest rating of any General Mills' women's daytime show.
Can it hold this audience? Betty and Bob has only been off the air for a few months, so its audience has hardly had time to forget the story or the stars.
The show, itself, remains exactly the same in transcription form, continuing right where
the network show left off. It tells the story of a man and wife,
Plenty of tested promotion stunts have been planned to whirlwind this show to greater air popularity. Appropriate for auditions and as a novel start for the series is a recorded personal introduction of the cast. Milton Cross takes the listener behind the scenes and introduces Betty, who then informally presents the other memb'ers. Additional promotions : A special record of Milton Cross announcements — 15 dramatized 20-second spots to boost the program in advance of the series ; special publicity releases for local newspapers ; photographs of players and mats for newspaper publicity; and "spotlight" ads for newspaper radio pages — all provided to the sponsor without charge.
With the proper start, and that means planned promotions, there is no reason why Betty and Bob cannot carry on for a local sponsor right where General Mills left off.
parents of a pair of ruins and owners of a crusading newspaper in a typical American city. It's timely. Problems in politics always reach maximum interest during an election year.
r lineup includes captivating Arlene Francis (famous for her role in W hat' i 1/ \
S dim .' ) as Bett} a n il h c a r t Stil icr
Carl Frank as Bob.
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I lami both of them. A gal ;i\\ <»t well know n
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makes up flic |Up
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is renowned
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AIR FAX: Number of Episodes: Present Betty and Bob program series includes 130 quarter-hour episodes arranged for broadcast five days a week — 26 weeks.
Conditions of Sale: Minimum contract: 65 programs, five-a-week for 3 weeks. Use of program is restricted to advertisers non-competitive with General Mills; cannot be used for broadcast on behalf of flour or breakfast cereal.
Illustrated on the preceding page is one in a MfMM of "Spotlight" ads, mpttimUy designed for UN in newspaper radio •action*. Complete set of
in. its furnished.
ivmlsbUttyt For information regarding availability, audition records, rates, etc., write NBC RadioRecording Division. RCA Bldg.. Radio City, New York. N. Y. Fmmomi r.iJio stars, Carl
Frank, .4 rime Francis ( pic■ it left) together
mih a n ti it 14 n i tr Milton
( mm. In-.ij the stellar cast
mho I'iiiik yom the ad\en
Hetty and Bob."
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RADIO SHOWMANSHIP