Broadcasting Telecasting (Jan-Mar 1960)

WITH THE Inter Mountain Network PRODUCT-MEDIA-AGENCY THE IDEAL COMBINATION A Great Advertising Agency Sullivan, Stauffer, Colwell and Bayles Buys A Great Advertising Medium (INTERMOUNTAIN NETWORK) To sell Pall Mall Cigarettes for American Tobacco Co. Assoc., admittedly had several things going for them that made it easier to clear Race For Space than might ordinarily be the case. One is simple business appeal: If a station had to choose between Race and clearing for a network show, Race would win on an economic basis because the station would receive 100% of its rate for the time period, rather than sharing revenues with the network. Another advantage: publicity. Producer Dave Wolper and Shulton had received abundant editorial sympathy from radio-tv columnists across the country after the networks turned down the show. Another was a tempting re-run op Space dog • A Russian scientist prepares a dog for a trip into space. This is part of exclusive Russian film footage included in The Race for Space documentary. portunity offered by Shulton. It works this way: If a station clears for the original broadcast, it can then purchase the re-run rights from Shulton for sale to a non-competitive local sponsor, keeping all revenues from the re-run. Shulton would then purchase from the station a number of spots equivalent to the amount the station pays for the re-run rights. (This figure would vary from market to market.) Still another advantage was the personal advocacy of Fred Thrower, general manager of WPIX (TV) New York, and Dick Moore, general manager of KTTV (TV) Los Angeles. A telegram over their signatures was sent to all the stations from which Shulton wanted availabilities. It advised the stations that both WPIX and KTTV were taking the show and urged their colleagues to do the same, citing their opinion of the worthiness of the offering, the built-in public relations advantages of the show and the "re-run opportunity." Wesley's experience in clearing stations for Race was encouraging to that agency. It requested availabilities from 140 stations; it got them from 150, the others having heard of the offer via the grapevine. Not only that, but for the week in question (April 24-30) most stations were able to offer from two to five full hour clearances in the 7-11 p.m. bracket desired. Logically, more availabilities would have been possible for a half-hour show. Shulton decided to syndicate the show itself, paying extra for separate film prints, after the three networks refused it on grounds that it is policy to produce their own news and public affairs programs. Shulton President George L. Schultz, announcing the spot purchase, said, "We felt it was important that this film be put before the American public at this time. Therefore, despite the networks' refusal to air the program, we have gone to tremendous effort and expense to schedule it." He said the job was accomplished by Shulton Vice President Frank N. Carpenter, Charles Amory, account executive of Wesley Assoc. and Mr. Wolper. • Business briefly Time Sales Member of wedding • Frigidaire Div. of General Motors will sponsor NBC News coverage of the royal wedding of Princess Margaret Rose to Antony Armstrong-Jones in three special programs on NBC-TV. The three telecasts as tentatively scheduled: The Princess and the Photographer (Thur., April 21, 10:30-11 p.m. EST); The Royal Wedding, Part 1 (Fri., May 6, time to be announced), and Royal Wedding, Part 2 (Fri., May 6, 7:30-8:30 p.m.) Producer: Louis Hazam. Frigidaire's agency: Dancer-Fitzgerald-Sample, N.Y. Have a ball! • Guild Wine Co., Lodi, Calif., is launching a spot radio campaign in 38 markets in New England, New York, the Midwest and Pacific Coast to promote its new copy theme: "Enjoy Guilding, it's a ball." The same motif will be stressed in print advertising. Agency: Compton Adv., San Francisco. On the links • American Express Co. (Benton & Bowles) and Travelers Insurance Co. (Young & Rubicam) will cosponsor coverage of the Masters Golf Tournament at Augusta, Ga., on CBS Radio and CBS-TV. Radio broadcast schedule: 5:46-6 p.m. April 7 and 8; 6:05-6:30 p.m. April 9; 2:30-3p.m. and 5-5:30 p.m. April 10. The proposed schedule for tv is 5-6 p.m. April 9; 4-5:30 p.m. April 10. YOU too \/ will get the GREATEST SALES results when you use — The Nation's Most Successful Regional Network HEADQUARTERS • SALT LAKE CITY • DENVER Contact Your Avery:Knodel Man 56 (BROADCAST ADVERTISING) BROADCASTING, March 28, 1960