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Itl POICT TO SPONSORS for I l Ian nary l!>>2
TV thaw to
mean trickle of
stations in action
Metal shortages
won't hit new
TV operators
Negro market's scope revealed in N. Y. study
"Front Page
Detective" bags
3 sponsors
Radio-only rep
starts business
with WDAF as
first client
Net billings
down only 4.5% in 1951
"Break the Bank" to CBS in time hassle
If FCC lifts TV station "freeze" early spring (as expected, don't look for "any bad bottlenecks" in getting equipment. That's view of F. P. Barnes, General Electric 's TV equipment salesmanager. He told SPONSOR GE already had sold more than 10 transmitters to would-be TV station operators who've put them in warehouses. Because of flood of station applicants, he predicts no more than "3 or 4" new stations will be on air in '52.
-SRPrediction above was corroborated to SPONSOR by spokesman for National Production Authority, Washington. Official said "we'll be allocating transmitter and tower material in new year — and metal shortages won't be serious." He expected "less than a handful" of new TV stations to be on air, all of them using VHF rather than experimental UHF transmitters. (For full details on f reeze-lif ting outlook see page 32.)
-SRImportance of Negro market in New York emphasized in 6-month survey conducted by WLIB, independent specializing in programing to Negro and Jewish groups. Key findings: (1) Income of average Negro family has tripled since 1940; ( 2 ) 95.7% of all employable Negroes were working as of August 1951; (3) more than 200,000 New York Negroes have new homes; (4) Negro population in New York is 1,012,883, larger than Cleveland, St. Louis, Boston — or equivalent of sixth U. S. city in size; (5) Negro preference is almost exclusively for nationally advertised brand-name products.
-SRManager Halsey V. Barrett, Consolidated TV Sales, reports 5 sponsors buying Jerry Fairbanks film, "Front Page Detective," for national spot TV. New users of 59 episode half-hour whodunit shows are: Wine Growers Guild of America (via Guild, Bascom & Bonfigli) ; National Brewing (Owen & Chappell) ; Blatz Beer (Kast or-Farrell'-Chesley & Clifford).
-SRHenry I. Christal Company , which on 1 January began actively representing its first client, WDAF, Kansas City, is doing a turnabout by declining TV representation. Will specialize in big-audience radio stations. WHAS, Louisville, joins Christal string 22 March; unnamed other stations may team up earlier. New York office is 300 Park Avenue; Chicago office is located at 333 N. Michigan Avenue.
-SRDespite gloom about network radio during 1951, P.I.B. figures for first 11 months of year show only 4.5% decline in net billings from same period previous year. Total in 1951 was $160,100,000, only $7,600,000 below 1950's $167,700,000. ABC was down $2,000,000 from 532,400,000; CBS was down $700,000 from $64,200,000; Mutual was up SI, 400, 000 from $14,800,000; NBC was down $6,300,000 from $56,300,000.
-SRProblem of clearing TV web time is. underlined by Bristol-Myers-NBC-TV hassle over "Break The Bank." Because sponsor, which had been with NBC 25 years, had shifted several radio shows to ABC, NBC sold "Break The Bank" Wednesday night slot to other advertiser. In huff, BristolMyers shifted Ed Wolf TV package to CBS-TV, beginning 13 January, Sunday, 9-30 to 10:00 p.m. Radio "Break The Bank" is still on ABC.
SPONSOR