Sponsor (July-Dec 1953)

requires the advertiser to buy the basic network of 2!! stations "plus such other stations as are required to compose a network satisfactory to CBS Radio." However, under the Selective Facilities Plan the advertiser can buy an) station combination "acceptable to CBS Radio"' provided the advertiser will make his program available to the entire network so that CBS can sell the unsponsored stations to non-competiti\e clients. Mutual and ABC have no set policj on network flexibility. Each case is examined on its merits. An advertiser who wants a small network in a prime time slot prohahlv wont get it. even if it happens to be unsold at the time. Both networks will also take into consideration the advertiser s future plans. I hat is. will the advertiser enlarge his network if his initial broadcasting efforts are successful'.'' Q. Can an advertiser buy a radio network in non-TV markets only? A. Ml networks permit advertiser to by-pass TV market-. There are still plontv of non1 \ market-. \ count, by networks, of stations in non-TV America shows: \BC. 176: CBS. 114: MBS. SCIENTIFIC AGRICULTURE RESULTS IN MORE PRODUCTS IN HAMPTON ROADS, VA. Your Advertising is MORE PRODUCTIVE in America's Miracle Market The great strides that have been, and are being made, in the development of more productive farms means that agriculture is playing an even bigger part in this market's economy. Get your share of the increased retail sales in Norfolk, Portsmouth, Hampton. Newport News and Warwick — America's 26th market. WTAR: NBC Affiliate WTAR-TV:AII Networks NORFOLK, VA. H6; NBC. 107. In the case of NBC it is not possible that the 75' '< formula will permit an advertiser to by-pass ever) TV market because that part of the NBC network that covers non-TV America will not add up to enough in the wav of billings. Q. Should a radio network advertiser by-pass TV markets? A. There is much evidence which points to the fact that it is actually expensive for a radio network advertiser to by-pass TV markets. There will still be plent) radio-only ho: in the fall, even in the large market-. The New York metropolitan area, for example, has about a million radioonl) families alone. In an address before the Proprietan Association last month. John J. Karol. vice president in charge of CBS Radio sales, pointed out. "Radio's abilit\ to produce big audiences at low cost is just as real in television markets as outside television markets . . . 35' < of the national audience to four of our major evening programs comes from the CBS Radio stations located in the 10 biggest television markets. And the cost-per-1.000 for this audience is lower even than the low national cost-per1.000." Among the shows referred to were Amos 'n Andy and Charlie M< Carthy. The figure are from Nielsen. December 1952. Also using Nielsen rating data from December. \BC came up with figures showing that for 32 shows on all four networks 10' ', of the audience came from non-TV areas. I See. "is dropping your radio show in a TV market false economy?" sponsor. 1 June 1953.1 The breakdown b\ networks is as follows: ABC tsix programs), .51.7' f audience in T\ areas. 48.3' , audience in non-T\ areas: CBS (15 programs > . 50.5'; and 49.5',: MBS (two programs I . 36.1'; and 63.9',: NBC i nine programs I. 51.0% and 49.0',. As an example of the false econoim in dropping T\ markets from a radio shows station roster, take the case of Colgate's 1/r. & Mrs. North. Last vear Colgate dropped eight radio stations in I \ markets from the show lineup. Colgate discovered that while i! saved <".7' , of the cost of the show, it lost 18.2% of the audience. The show's eost-per-1,000 thus increased 1 1.6' , . Result, in January of this year. Colgate reinstated the ciaht stations. 78 SPONSOR