Broadcasting Telecasting (Oct-Dec 1957)

But the radio excitement is not all outgoing. Enthusiasm is evidenced internally at CBS headquarters in New York. Employes representing all levels of operation are participating in a workshop group started this year called "Dimensions in Sound." Besides practice in production, the group listens to company experts who share their acumen. This Wednesday the group will talk radio with Howard G. Barnes, vice president in charge of network programs for CBS Radio; Harlan J. Dunning, supervisor of network programs; producer Paul Roberts; Alan Ludden, program director of WCBS New York, and James Sirmons, assistant director of labor relations. Mutual's programming approach stressing music and news programming almost exclusively, a station spokesman said, obviates the need for extensive promotion, since the network does not have distinctive personalities or shows to promote. It restricts its audience promotion to onthe-air announcements within its public service shows and co-op programs and the use of mail campaigns to advertisers, agencies and distributors of sponsors' products. The network has newly appointed Weiss & Geller as its advertising agency to prepare advertisements for the broadcasting and advertising trade press and to create a network symbol that affiliates may use in consumer advertising. In recent months, the spokesman said, affiliated stations have carried on audience promotion campaigns emphasizing their association with Mutual and carrying paid advertisements in local newspapers with this message. It is hoped, the spokesman added, that Weiss & Geller will be able to assist local stations in this effort. NBC Radio has stepped up its consumer advertising 100% this year, exclusive of on-air promotion. Paid space has been increased substantially in newspapers, although some magazines are used. Trade advertising is up 30%, the network reported, with the increased spending here invested in vertical publications in the drug, food and automotive fields. NBC on-air contests were highlighted by the "Most Beautiful Voice in America" search which brought entries from all 48 states, gave affiliates substantial opportunity to tie in locally and had such promotion potential as major displays at the North Carolina and Texas State fairs. Now described as a "major operation" at NBC Radio after almost "starting from scratch this year" is the network's merchandising efforts in behalf of a variety of clients. Complete merchandising and promotion kits are regularly mailed for local use by stations, dealers, distributors and advertisers and the network joins sponsors in local staging. NBC Radio also believes in selling radio with radio. A typical example of a method used widely was the distribution of about 100 transistor sets mocked-up to look like Del Monte products to California Packing Co. for use by salesmen on their rounds. They often timed their calls so the pitch could begin by tuning in NBC during a Del Monte commercial. slide presentation was delivered by ABN Vice President Stephen Labunski. On the stage of the ballroom a large orchestra supplied "live" music, while the balcony boxes were used to spotlight the casts of each of the new ABN programs. Mr. Eastman told the audience that "farreaching changes have taken place at American in a short time" and that ABN "has made a sharply dramatic break with network patterns of the past. "Our product is programming . . . suited to the modern pace and the modern taste," he asserted. As noted by Mr. Labunski: "... a multimillion dollar programming with 222 performers, musicians, writers and production men. There is nothing else like it in the entire radio medium. It's an exclusive, powerful product of American — a live showmanship product which has the vital characteristics of personal warmth, sparkle, humor and spontaneity." CBS RADIO CBS Radio's President Arthur Hull Hayes sees the upward trend in both sales and programming continuing. He noted that "as we prepare to enter 1958, sponsor interest approaches an all-time high. Many major industries are actively considering entry into network radio. "This use of network radio is particularly encouraging to use at CBS Radio where we have long believed that network radio's place is dependent upon programming for attentive listening. Our daytime schedule of serials and personalities, and our nighttime and weekend schedule of personalities and dramatic shows, has continued to maintain its leadership among listeners. And advertisers have recognized the real values of this type of attentive listening by investing more money with us than with any other network." Mr. Hayes also said: "CBS Radio will con ALL IN WEEK'S WORK Four advertisers last week signed with CBS Radio for new business amounting to more than $500,000 in gross billings, according to John Karol, vice president in charge of network sales. Heading the business was a 52-week pact with Carnation Co., Los Angeles, for a weekly quarterhour of House Party, starring Art Linkletter. The agency is Erwin Wasey, Ruthrauff & Ryan, Los Angeles. Other contracts came from the California Prune & Apricot Growers Assn. (Sunsweet prunes), San Jose, through Long Adv., San Francisco, for two weekly IV2 minutes of House Party for 13 weeks, starting Jan. 6; White House Co. (records), Harrison, N. J., through Kushins, Anderson & Takaro Inc., New York, for 40 minutes of Great Moments in Music, programming on Dec. 1 only, and Bristol-Myers Co., New York, through Young & Rubicam, New York, for one-quarter of the Orange Bowl Game, New Year's day. tinue to supply its affiliates with the best in big-name prestige programs as well as with radio's leading news and public affairs presentations. Through the network's programming, our affiliates' standing in their respective communities is strengthened." CBS Radio places top emphasis on 52week contracts and what it calls "singlesponsor" buys. Among the highs reported was the "stimulating" Ford Div. contract, described by CBS as "the largest single network radio deal in a decade." Other single sponsor buys have been recorded by the network. Among them: Home Insurance Co. of New York (for Jack Benny through Albert Frank-Guenther Law); Chevrolet (Campbell-Ewald) on newscasts; Miles Labs (Geoffrey Wade) on several newsstrips. North American Philips Co. is listed as one of the top advertisers during the year, as is R. J. Reynolds (William Esty). Philip Morris (N. W. Ayer) expanded a regional hookup to a full network for its country music program; A. E. Staley Mfg. took a single-sponsorship of a weekday strip (via Erwin Wasey, Ruthrauff & Ryan) . Other sponsors who are exclusively identified with a show: Wm. Wrigley Jr. (Arthur Meyerhoff); Delco-Remy Div. of General Motors (Campbell-Ewald); Longines-Wittnauer (Victor Bennett). The network also was registering longevity records for its serials. To cite a few: Ma Perkins and Romance of Helen Trent in their 25th year on the air, and This Is Nora Drake, celebrating a 10th birthday. On the station front — an area that quickly shows up health or illness in a broadcast medium — CBS-owned radio outlets issued new standardized, uniform rate cards during the year. This was designed to simplify timebuying on the outlets. Only two weeks ago, the network released a qualitative study by Motivation Analysts Inc. that found CBSowned stations gaining more "attentive" listening than leading independent stations [Networks, Nov. 25]. At a CBS Radio Affiliations Assn. convention a few weeks ago [Networks, Nov. 11], President Hayes told affiliates that the network's income this year would show an upward turn for the first time since 1950, and that, on the basis of a rise in billings, station payments also will be greater for the first time since the turn of the decade. MUTUAL Mutual projects an optimistic picture for the rest of this year and for 1958, with Paul Roberts, president, anticipating $14 Broadcasting December 2, 1957 • Page 29