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CBS affiliates
group getting
lowdown on net
business deals
CBS Radio now
within 7% of
last September's
business
CBS affiliates
would abandon
radio ratings
Reps pitching
for ABC's
o&o stations
Tide has best remembered commercials in Advertest poll
Langworth radio
programs sales
better '51 total
WOR-TV first
N.Y. station
in all-night
operation
CBS will lay practically all cards on table when it meets with affiliates committee, headed by George B. Storer, late in summer to discuss problem of rate adjustment. "Facts of life" will probably include revelation that network anticipated obtaining affiliate assent to rate reduction when it closed renewal contract with Procter & Gamble for 15 nighttime quarter hours recently. Also explained will be how CBS has had to make various other concessions to keep business going. In this hair-down session network expected likewise to set down factors which determined decision to take risk with regard affiliate reaction.
-SR
CBS during rump affiliates meeting on network rate crisis first week of July disclosed its radio network already had 93% as much business sold for this fall as it had under contract last September. (List of network's nighttime sponsored programs for the fall on page 50.)
-SR
Item in resolution which CBS rump affiliates meeting adopted that made decided impression on assembled broadcasters was declaration network immediately begin program of sound qualitative research that would "establish real value and impact of radio as an advertising medium." Resolution also urged abandonment as selling tool of radio all present purely quantitative ratings systems.
-SR
ABC has received pitches from several national rep organizations with regard to taking over national spot representation of network's owned and operated stations (5 radio and 5 TV). This function is now performed by the network's own Local Sales setup. Markets involved are New York, Chicago, Detroit, Los Angeles, and San Francisco.
-SR
Tide, Philip Morris, Flamingo, Bulova and Muriel cigars rated as best remembered spot TV commercials among New York families in compilation released by Advertest Research. Also listed in top 20 — with survey conducted minus aid or recall devices — were Chevrolet, Piels, Schaefer, Clorets, Pall Mall, Castro convertible couches, Ivory, Kools, Motts apple juice, Benrus, Raleigh, Hellman's, Rheingold.
-SR
Langworth Feature Programs reports its business for first 6 months 1952 steadily increased to point total was much over figure for same period 1951. (Library service business as whole reviewed page 76.) Like Langworth, other makers musical programs have found going good.
-SR
WOR-TV, N.Y., going on all-night trick starting 19 July. Schedule will mix live programing, feature and short film, disk jockeys, news sports from 11;50 p.m. to 5 a.m. Monday through Friday and to 6 a.m. Saturdays. More stations will probably follow suit in major metropolitan markets. WDTV, Pittsburgh, was first with all-night operation.
SPONSOR, Volume 6. No. 11. 11 July 1952. Published biweekly by SPONSOR Publications. Inc., at :(110 Elm Ave., Baltimore, Mil. Executive, Editorial, Advertising, Circulation Offices 510 Madison Ave., New York 22. $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act :! March 1879.