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"LIKE DUCKS TAKE TO WATER"
Agencies and clients just naturally take to KSDO. It delivers the most listeners per dollar in San Diego's billion dollar market.
Hooper and Nielsen both say... KSDO is first in San Diego. Naturally, we agree!
May we show you how to navigate profitably in these waters?
KSDO
1130KC 5000 WATTS
Representatives
Fred Stubbins — los Angeles Daren McGovren — San Francisco John E. Pearson, Co. — Hew York
111 II
by
Robert J. Landry
Scouting the saloons
Here it is mid-July and sponsor is preoccupied, on regular midJuly schedule, with its Fall Facts and forecasting. To which worthy rodeo, all proper attention. But rather than add two cents of passing comment to a large draft of data, this column elects to stand out of the shadows of autumn cast in the present i->ue and talk of the summer now with us. in special reference to the classic network utilization of hot weather as an opportunity to "showcase" and "develop" new entertainments.
Radio started the custom of using open evening time during hiatus to break in new program*. Television continues the custom. Outwardly, its nature taking its course, since only in summer is it possible to exploit the premium hours.
\\ hat is the score on summer tryouts? It seems never to have been accurately computed through the years. As with much valuable program information, the facts are buried in the files of the program research departments of the networks and reserved prett) much for the private use of salesmen and sales promotion gentry out to prove a point, as and when it needs proving.
Admittedly a fair number of summer shows have made the grade through the vears and been carried over into the fall, sustaining or sponsored. The original Columbia Workshop started as a summer noveltv in 1936, ran right through five-and-a-half-years to Pearl Harbor week. There are probably a dozen standout samples of summer tryouts becoming established franchises. And maybe a dozen standouts is enough justification for the elaborate network striving vear after year during the summer season.
But one misfortune remains. For it is a misfortune that the economics of broadcasting conspire to limit showcase opportunities to limited-budjjet. limited-audience, limited-test conditions. This means in practical fact that the untried show is obliged to buck conditions which established shows tend to duck and to do with less of everything, including prestige, promotion, and press. Nor is there any assurance, save a nominal hope, that a summer show which does click, as a summer show, has better than an outside chance in the fall. Again, the economics of broadcasting — the preemptions and options of premium time segments -conspire to prevent ready scheduling of anything 'new.*" This is not arguing that it doesn't sometimes happen happily. This is just saying how tough it is. how long the odds, how infrequent the successiul conclusion.
(Please turn to page 148)
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