Sponsor (Oct-Dec 1960)

1. Audiences — As of August. 1960, udiences for various programing ave gone up to 23% from 13% over I year ago. Also, the network reaches irgest audiences throughout the eek. 2. Efficiency — NBC delivers such | >w cost-per-1,000 as 36£ for New, n the Hour, 54^ for Emphasis, anc 6V for Monitor. 3. Selectivity — NBC reaches a eavy number of "kev group" customers (especially the 35-49 age group ith the highest market value) . 4. Advertiser acceptance — 17' < of 1 the advertising in network radio carried by NBC (and, SPONSOR estimates, more than 50% of the dolrs'l. George Arkedis, CBS Radio vice Resident in charge of network sales. ' leading the drive to introduce CoTnbia's new program schedule. his is the first time I've really had ^mething to sell all across the sched jj" he said, "seven days a week. le values that we have made avail le to radio network advertisers are Ve to attract them." 'Arkedis is enthusiastic about the iw format, which hits the airwaves 25 November. Programing is {Please turn to page 45) NK W. ERWIN, assistant to the presi of MBS, stresses web-affiliate compati y as key to eliminating clearance problems NSOR • 7 NOVEMBER 1960 ALL BY HIMSELF: Bob Van Horn, prop r nanager at WSJS-TV, Winst< n Sale n, N. C, puts on daily hour show sans cameraman, floor ma lagers, production assistants . Two cameras are used ONE-MAN TV SHOW PUTS THE OCTOPUS TO SHAME ■ ou've certainly heard of a oneman band, but have you ever heard of a one-man tv program — production and all? A case in point — and it may be the only one around — is Bob Van Horn of WSJS-TV, Winston Salem. N. C. Van Horn, a jack-of -all-trades by nature, has put the octupus to shame. Control room aside, he is the only person involved in putting on the Bob Gordon Show, which is aired from 910 a.m. each weekday. He is m.c, commentator, cameraman, floor man and production assistant, plus a few other people. And— oh, yes — he's prop manager at the station. The fact that the American labor movement hasn't protested is one of the unanswered questions of the time. The production details of this daily program call for two live cameras, a "birthday board" with motor-driven crawl for salutes to kids, live appearances by the m.c. and introductions. Because of the programing schedule, there are no cameramen, floor men or production types available to get live portions of the show on the air. Since he is an experienced hand at finding creative and imaginative answers for using sets and scenerv eco nomically, Van Horn's set-up for producing the Bob Gordon Shoiv was not just luck. Here's how he works: Each morning Van Horn pre-sets his own scenery, lights and sound. He also presets both cameras — one on himself and the other on the birthdav crawl. Before he goes on the air, he provides the audio and video operators in the control room with a complete cueing lineup for the program. While he's on the air, the operators switch on word cues from Bob to cover his introductions to the films coming up and also to present the liw segments of tricks and games for the small fry. To cue himself, Van Horn rigged up a clock which he sets up under one of the camera lenses and switches on his own mike for his audio cues. In the beginning of the one-man operation, naturally, there were rough spots. But today, the station reports, the program runs as smoothly as it would with a full crew. As a matter of fact, Van Horn's success is so highly regarded that the WSJS-TV program manager is now using the one-man technique on his daily morning news program (7:25), and results have been happy there,