Sponsor (Oct-Dec 1960)

can dow promise advertisers a true network as well as a trul\ economical l>u\. Station clearance is no longer considered a problem, they stressed, as the schedules have been drawn up with the approval and cooperation of the affiliates, who have in turn promised maximum clearance. "Our major challenge now/' said a network salesman, "'is the re-education of the advertiser. So many have written us off. and in many cases for good reasons. \\ itfa 80 many ad managers and buyers network radio just doesn't come to mind anymore at the ad\ent of a campaign. If we are to survive, the pitch must be made, and heard — now." Activity of the networks last week that reflected this ':now is the time" philosophy : • NBC released a Nielsen study to show that network radio by the four "generally accepted" measurements by which ad media are evaluated is a good buv. They were: i 1 i audiences. (2 1 cost-per-1,000, (3 1 coverage of highest buying groups and (4 1 advertiser acceptance. NBC also stated that it had been in the black since March. 1960. would be for the year as a whole and into the first quarter of L961 at least — with a big year expected. • CBS has been meeting daily with media men and ad managers of top firms to introduce them to the newprograming schedule which goes into effect 25 November, stressing a newnews format, personalities, and high clearance. CBS thus becomes the last to make the switch from old-time programing. • ABC rounds out a month of Flair with intensive publicity and presentation activity directed at potential advertisers, and a prediction that Flair will catch on with advertisers bv the end of the first quarter of 1961. • Mutual has turned over the sales reins to its president, Robert Hurleigh, who is selling hard on the idea that the other network program patterns are "copied" from MBS and that Mutual offers the lowest costper-1,000. "There are five reasons why any advertiser is wise to buy network radio at this time," according to Howard Gardner, manager-sales development, NBC Radio. "The first is our cost versus the cost of tv. Network radio gives an advertiser the chance at a national broadcast medi um whether he is in the S40C category or the $25,000 category, money doesn't dissipate as quickly as I in tv. "Secondly, there's frequency, advertiser spending tv and magazine I money may only be getting weekly ■ exposure. For the same money, orl less, we can saturate the nation. A third plus,"' he continued, "is added reach. We can take any kind of a tv schedule and show that a radio schedule will bring in new homes and increase frequency. "Advertisers must meet the competition, reason number four. If their competitors are in network radio heavily and are successful, they must get in. And, finally, network radio can help an advertiser force distribution, even in soft goods. With local stations heavily promoting a sponsored network show," he explained, "they will be able to sign stores for tie-in announcements. The local stores, in turn, will have to have « large supply of the sponsor's item h stock." NBC is employing in its latest sales drive a presentation based on Nielser figures called, "The Four Keys tc Radio Leadership." The "keys," ac cording to NBC: DICK VAN DYKE (center) charge of the radio network, a of the Broadway hit 'Bye Bye puts on a happy face for Robert R. Pauley (left) ABC v.p. in nd William T. Rafael, national program director. Van Dyke, star Birdie,' is host for ABC's I I daily 'adu't-directsd' Flair features HOWARD GARDNER, velopment, NBC Radio, black' for I960 and for 7 NOVEMBER