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and a new client i already signed up for tlif fall The Coleman Go., makers of space heaters.
Q. What kind of buys will be available on "tandem" plans in the fall?
A. So far as availabilities go, CBS ma\ have one bu) of three participations across-the-board, M5C may have two. It is not definite whether ABC will have a Pyramid Plan in the fall, hut the web is considering offering daytime buys alonjj the same line as its
Pyramid Plan. Mutual mav he sold out hut will probably add show that can be bought on the same terms as Multi-Message Plan shows.
The tandem-type plans tan he roughly divided into two kinds. CBS and NBC, each of which will have three -li>>\\ next fall, usually require a client to huv one participation in each show, although there have been exception-. CBS. for example, has eight of nine announcements sold for the summer and an advertiser can buy one. However, this one segment will he suhject to recapture in the event Nescafe,
Leo J. ("Frtz") Fitzpatrick I. R. ("Ike") Lounsberry
BROADCASTING CORPORATION
RAND BUILDING, BUFFALO 3, N. Y.
which now has two participations, does not continue after August and another advertiser signs up for three announcements across the hoard. CBS and NBC also require a full network.
Mutual and ABC will sell one announcement. However, discounts are given for bigger purchases. Both of these nets also have five-show packages. I hev are more flexible than CBS and NBC in the matter of network lineups. Mutual has sold split networks hut one of the clients I Sauer I bought the entire plan in the South.
Merchandising'
National Representatives: Free & Peters, Inc
74
Q. What kind of merchandising aid is offered by radio networks to clients?
A. It varies. NBC, onlv network with a separate merchandising department, has 12 district supervisors who cover the country for NBC clients visiting kev retailers and wholesalers, clients' district sales offices, station affiliates. CBS merchandising spills over into program promotion. The network holds yearlv clinics with station managers and promotion managers to go over plans for the coming year. It also hits hard with CBS radio ads in retail trade papers, which not only push radio hut list CBS clients. Mutual holds special retail promotions for sponsors selling to super markets. Last year one was "Look Mom — It's a Picnic!" Last February it was "Wife Week.
All networks will send out dealer mailings and print display material at cost. NBC. for example, has special point-of-sale material for its clientproducts with art work playing up the glamor of network programing. The nets also work at getting affiliates to cooperate and act as coordinators for network merchandising and program promotion.
Q. Specifically, how can network radio merchandising help an advertiser?
A. One example is the wav NBC helped Phillips Toothpaste break into the super markets last yeason. Selling to super markets was something new to Phillips" salesmen. When NBC waa called in. its merchandising men decided to use as a lever Phillips current retail deal of two tubes for 63£. NBC district supervisors during 00 da\> of activitv saw 1 1 7 important drug whole
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