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JAYTI.VIE TV
Continued from page 32) ition of running "loss leaders" to J»ring in business. But as their losses jegin to be absorbed, they can plow ■nore money into these two key areas. The growth process will move from mproved product — the programing —to a healthier industry state which will simultaneously profit the station n terms of local and spot.
Programing, admen agree, will always be the network's bailiwick beause of the exhorbitant costs, out of the question for most local stations. Some stations have introduced local shows on the daytime schedule with success, but few of them can expect rofits in doing this. Their reliance on network programing is, of course, major reason why they have been cooperative in accepting minimal daylime reimbursement.
Lowered price structures also serve to fill in the many open spots on the network schedules. ABC TV's fall prospectus, for example, is typical of the efficiency and effectiveness of a idaytime schedule.
It concludes that 15 commercial minutes between 11 a.m. and 4 p.m. slotted in four quarter-hours at a cost of $32,900 will make 29.4 million commercial impressions at a cost per 1,000 homes per commercial minute f |1.11 with the application of its new bonus plan. And Ed Bleier. in a BBDO presentation recently, quoted specific package cost of 93 cents — "less than radio."
Despite the simmering down of competition and the leveling of prices and programs, daytime is destined for the on-again-off-again uncertain tv of nighttime television.
One network sales manager explained it this way: "It's like the retail business. Three brands compete with each other in cutting costs to get business. Then when sales are finally evened out and all three brands are getting a fair share, public taste changes and the item is dead. We'll go on copying each other and stealing from each other in programing to the current taste. But the public has fads and fancies, and that's why television will never be predictable.
"We'll keep moving with the times, but not in the frantic way we've done for the past two years. Daytime ha? \ come of age, and we're starting to j meet the routine problems of life in a j more grown-up way." 1^
j SPONSOR • 4 JULY 1960
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