Sponsor (Nov 1946-Oct 1947)

V'KTWOKKS no longer sell their publicity departments while selling time, but knowing what a broadcasting chain's public relations department can and will do for a sponsor's am is still important. It's every network's job to do everything within its power to build a good press for the shows that it carries. The I ■• tter an advertiser and his agency works with the web build-up men, the easier it is for a program to build an audience. Publicity won't make a bad show, but it sure as hades helps build a good one, and it often makes a mediocre airing earn its way. Not every network is as well equipped, with man power or budget, as its competitor. . . but each of the four tne< it best. If a sponsor is foresighted enough to add a photogenic girl to a cast, it'll win his bankrolled time more acceptance than a cast that's geared for microphonics alone. If he gets his guest stars booked far enough in advance. tin \ 11 reap a bigger harvest of listeners than they ever will when they're announced the day before the broadcast. This report on network operations is as valuable as a sponsor makes it. NETWORK PUBLICITY OPERATIONAL CHART PUBLICITY ART1 . SERVICES CBS MBS NBC Publicity Director Earl Mullin George Crandall Jim O'Bryon Sydney H. Eiges Assistant Art Donegan Arthur Perles Frank Zuzulo Thomas E. Knode Internal Publicity Regular meekly meet When special events Meetings held imme Weekly meetings to Department meet ings to discuss pub are to take place on a diately after signing discuss problems and ings licity problems. show, meeting is held of new show to dis plans for new pro for exchange of ideas. cuss publicity possi grams and premieres. bilities, lay out cam paign, plan release dates for stories, ideas for magazines and syndicates. Joint meetings with Writer assigned to Writer, magazine, Writer and publicity Publicity department clients, advertising new commercial show trade, fashion, pic director meet with and agency meet to agencies, independ meets with sponsor ture editors meet agency to discuss formulate publicity and agency to discuss with agency to fa plans for program. and promotion plans. ent press agents publicity and promotion plans. miliarize themselves with program format and to explore publicity possibilities. Daily News Report — Released to major Released to major Released to 575 publi Released to more containing advance, daily newspapers and daily newspapers and cations. Late correc than 2.000 publica premiere, biographi important weekly important weekly tions sent by confer tions. Also contains publications. publications. ence call, wire and future book, carrying cal, and news stories teletype. program details for on new and continu as much as 3 to 4 ing commercial months ahead. Daily corrections by mail or wire to 600 news papers. Editor Henry Lewis Hank Warner, copy Jack Doyle, press desk Leo Hershdorfer. copy editor. head. editor. Photo facilities ... Free lance photogra CBS studios. Harold Stein studios. NBC studios. Editor phers. Bert Schwartz. Walter Siegal, manager, photo division. Gerry Foster, editor. Sid Desfor. editor. Trade publicity Editor . Jack Pacey. Michael J. Foster. Mike Jablons. Josef Dine. Jim Miller, assistant. ... Clip Sheets Weekly Picture Sheet, Picture Page with Weekly "Flash Fea Weekly News Fea with glossies and mats, to 500 publica ture Service." resem tures glossies to 500 mats, to 500 publica tions. Glossy pub bling newspaper syn publications: mats to tions. licity pictures re dicate mailing with 200 0. Mats and leased weekly. cartoons, quizzes. sent to 450 publications. Glossies and mats to special list of publications. photos accompanied by feature storiss. Editor Bert Schwartz. Joe Sage. Jack Skinner. Leo Hershdorfer. 60 SPONSOR