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BACKGROUND
Edward R. Murrow returns— with a major innovation in news programs. Every Sunday he and crack CBS News correspondents abroad examine the week's most significant news in a 25-minute international "conference call." The objective : to impart fresh insight into the meaning of the news. In all radio, Edward R. Murrow is the kind of company you keep . . .
ONLY ON CBS RADIO
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by Joe Csida
I Sponsor
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Convention: Best radio/tv coverage yet
Since I write this on 10 July, and leave in the morning for Los Angeles, it is almost impossible for me to come up with a column on anything hut the television/radio coverage of the political conventions. All kinds of exciting and interesting news have already been trickling back from L.A., but to me the most fascinating rumor is that which says that my old fellow VIP'er and European traveling companion Leonard Reinsch has a better than even chance to become national chairman of the Democratic Party to succeed Paul Butler. Butler has already said he will resign right after the Party picks its candidate, and the talk is that the top men in the Party favor Leonard for the spot. Leonard certainly needs no buildup here. He has been one of the leaders in the broadcasting industry for many years, while at the same time serving the Democratic Party in countless important ways. He has, as a matter fact, been working out in L.A. for the past several weeks in his ca i pacity as executive director of the Democratic Convention, and from , all reports has done his usual excellent job in this difficult task. This j corner, and all of Leonard's friends are rooting for him to get the big job. The Party certainly could not find a better man.
The Conventions this year promise to make for the kind of viewing that few Americans will be able to resist. In 1948, it's estimated that approximately 10 million people watched the Convention telecasts, but this year the conservative guess is that 10 times that many, or a hundred million, will tune in at one time or another. The Convention radio and tv coverage on the three networks alone will cost roughly $20 million, and most of this will be picked up by such sponsors at Westinghouse (CBS) ; RCA, Cowles Magazines, Lipton Tea, Brown & Williamson, B. F. Goodrich (NO ; and DuPont and 20th Century Fox on ABC.
Bigger budgets and new techniques
It's impossible to guess how many more millions of dollars will be spent by local tv and radio stations and, in turn, their sponsors. WNEW in New York, and WFIL in Philadelphia, are just two random, but good examples of the extra costs local operations are taking on. The New York station is signing two former governors of New York State, Herbert Lehman and Averell Harriman as commentators, and additionally will have a full staff of newsmen covering the convention. WFIL, along with other Triangle stations, is sending a staff of 10 men to Los Angeles to cover the sessions.
Including the six cameras, which will operate for the three-network pool, there will probably be some 60 or 70 cameras around the Sports Arena, the various prospective candidate's hotels, etc. Apart
sponsor • 25 JULY 1960