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..SPONSOR REPO S... . SPONSOR REPORTS..
OCTOBER 1947
BEER'S 100 G'S REFUSED FOR WORLD SERIES
NBC'S NEW KEY PROMOTION MEN
FOUR-MEDIUM STATION
NEGRO PROGRAMING
HALF
AMERICA ASLEEP
AT 10 P.M.
REASON FOR Y&R RADIO BILLING CUTS
BUSINESS GROUP AVERAGES 2.2 HOURS LISTENING PER DAY
Baseball Commissioner Chandler refused $100,000 for television rights for World Series because prospective sponsor was a brewer, Rheingold. Chandler stated that he would have refused a cigarette sponsorship had one been offered. Final sale was to Gillette and Ford at $65,000.
-SR
Latest shifts at NBC put ex-promotion men in key executive positions, arguing more intensive activity on publicity and promotion fronts. Ken Dyke is administrative vice-president in charge of programs and public service; Charles P. Hammond is new assistant to executive vp Frank Mullen. Both Dyke and Hammond are basically advertising and promotion men. Both see eye-to-eye on importance of public service programing and its promotion.
-SRPhiladelphia's WFIL is nation's first station to get all four broadcast services into operation. Outlet's TV and FM operations are regular daily services. Its FAX transmissions are on an experimental basis with regular service to be announced later this year.
-SR
Stations in key negro population centers, Detroit, New York, Cincinnati, Chicago, and Los Angeles, to mention five, are considering adding broadcast sessions of news and music especially slanted for this big segment of audience. Station WJBK, Detroit is one of the few to add regular colored disk jockey, but number of others plan to subscribe to negro news services. Field is wide open although negro press doesn't look upon broadcasting competition with favor.
— SR
Sponsors were warned at recent luncheon by George Gallup that America is half-asleep at 10 p.m. and that it's half-awake by 6 a.m.
Gallup stressed tendency of advertisers and radio men to judge America by its Hooper cities and telephone homes, which isn't, said Gallup, the way even Hooper claims it is.
-SR
Sigurd Larmon, president of Young and Rubicam, recently stated that among his accounts advertisers had shifted their spending away from radio, that radio billing had decreased at Y&R despite over-all increase in business. Fact is that shift of accounts-using-radio to other agencies is more responsible for downward trend at Y&R than cutting of broadcasting by Y&R clients.
-SR
Maximum radio listening among 9,500 employees of the General Aniline and Film Corporation is seven hours a day, with 11 per cent listening one hour a day or less. This was uncovered in a company survey. Average was 2.2 hours, with lowest average listening (1.8 hours) indicated for New York employees of firm.
OCTOBER 1947