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A PERSONAL presentation of new CBS Radio format is made to Stanley H. Pulver, Colgate-Palmolive medi* dent in charge of network sales George Arkedis. Schedule includes 10 minutes of news on the hour, five-min
iger (left), by vice presiute feature every half hour
Network radio's 'biggest push'
^ Web execs say that they have found their format and are confident of selling the medium into the black
Although many admen the webs say thev are selling
. Wetwork radio is embarked on the biggest push of its life. New formats, new research and — above all — new enthusiasm, are being thrown into the fight to get the message of '"what
I we are, not what we were" to potential advertisers.
At first glance, anyone remembering pre-1950 network radio would think of the 1960-61 schedules as skeletonized, but a more realistic appraisal would reveal that the radio networks — all of them when CBS initiates its new format 25 November — are selling the way that advertisers are buying.
' The networks are programing short [segments of news and features, feeding their affiliates regularly scheduled Ibits and pieces of hard news, human interest, sports and variety, with the .network always(,avaiiable for special
have a 'show me' attitude, what advertisers want to buy
programs of any length from a football game to a concert to the inauguration on 20 January.
And the networks last week were optimistic. "We have found our format," said one official, "after a depressing decade of forced change. Despite all the requiems and, frankly, lack of advertiser enthusiasm, we are convinced that we have found a strong set of bootstraps." He indicated that the network salesmen were pulling hard "because if we don"t. nobody else will."
Not everybody was as sanguine as the network spokesman. Agency observers, although not going as far as Emil Mogul's suggestion (that "nighttime radio should be abandoned as we know it today, with a skeleton operation maintaining public service ipragraming.e eiv.il defense, and pos1
sibly an accelerated national news schedule"), tended to adopt a "show me" attitude.
They pointed out that only NBC (since March) was in the black, that ABC has yet to receive much advertiser support for its new Flair programing, that CBS's new format was as yet untried. They claimed that stations still don't like the idea of selling themselves so inexpensively as affiliates.
And they point to the recently released FCC figures for 1959 which show that total revenues of the four nationwide radio networks, including 19 o&o's, were $60.4 million, or 6.4$ below the figures of $64.5 million for 1958. The networks reported a loss of $4.5 million as compared to a loss of $4.9 million in 1958. The networks, their 19 o&o's and 3.361 other stations reported a decline in the sale of network radio time to $35.6 million, or $23.49? below 1958.
In the face of dollar signs and dissenters, network radio salesmen are still in an optimistic mood. Their argument is that what they have given up in the way of programing thev have gotten, back, in clearances: thev
SPONSOR • 7 ^0\4EMBER 1960