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. .SPONSOR REPOl .SPONSOR REPORTS..
NOVEMBER 1947
CEREAL FIRMS RETRENCHING
GIVEAWAYS GET NBC FROWN
NO FCC ACTION
EXPECTED ON WEB STATION REPRESENTATION
CINCINNATI PULSE
FOOTBALL'S MULTIPLE
SPONSORSHIP
MORE NETWORK SIDELINES
WEATHER SPOTS NOT PROHIBITED
Tight grain market is forcing cereal firm retrenchment of advertising budgets. Kellogg 's requested six-month hiatus on "Breakfast Club" was refused by ABC on ground that period could be sold to one of clients on waiting list. General Mills will start making cuts in November with at least two network programs affected.
-SRPrograms depending on giveaways for appeal are being frowned on by NBC. Its own "Honeymoon in New York" is expected to exit on January 1 and sponsors will be urged to stress entertainment rather than something for nothing. This will have no effect on productions like "Truth or Consequences," "Dr. I. Q." or similar shows.
-SRPetition by station representatives association to Federal Communications Commission to stop networks representing affiliate stations is not expected to get anywhere unless reps prove coercion. Networks are expected to establish separate corporations for their spots sales organizations after fuss and fury is over.
-SRThe Pulse Incorporated has added Cincinnati to list of cities in which it is conducting surveys. With first report of Cincinnati Pulse, the organization will be covering six areas with 6,289,880 radio families. This is 18.5 per cent of U. S. total.
-SRFootball is proving even more commercial than expected when season opened. WIND, Chicago, sold games to five sponsors. Underwriters include Karoll's Men Shops, Standard Oil of Indiana, Armour Packing, Goebel Brewing and Atlas Prager Beer. Some key games, i.e., Notre Dame's, Michigan's, Penn's, will have as many as 18 broadcasting booths and as many sponsors. The games in some cases go to single stations, in others to regional chains.
-SRRealizing that losses from TV operations will be staggering during next few years, networks are more and more emphasizing profitable sidelines. CBS' purchase from Fletcher Wiley of Housewives' Protective League (program producing organization) for rumored $1,000,000 is one of these moves. CBS has in past paid HPL thousands for programs on WBBM, KNX, KMOX and KQW. Move will switch New York program of HPL from WJZ to WCBS.
-SR
Weather Bureau admitted recently, after an earlier ruling to the contrary, that it had no control over weather broadcasts on stations. Reported ban on recorded weather spots never was an order since only thing Bureau can police is representation that jingle or song is an "official" pronouncement of USWB. Credit Harry S. Goodman for going right to Washington to get clarification.
SPONSOR, Vol. 2, No. 1, November 1947. Published monthly by Sponsor Publications Inc. Publication offices: 5800 N. Mervine St., Philadelphia 41, Pa. Advertising, Editorial and Circulation offices, 40 W. 52 St., New York 19. N. Y. Subscription $5.00 a year in U. S.. $5.50 elsewhere. Application is pending acceptance under act of June 5, 1934.