Sponsor (Jan-June 1951)

atftime TV hu hi* money. Certainly few advertisers will rush to the sponsorship of daytime TV serials at this time, but they would be poor sports were they to sneer at the flounderings of Miss Holloway and the stilted playing. When the history of video is set down in time to come, the daring of Procter & Gamble and the grappling of Benton & Bowles will be seen to be in the best tradition of creative showmanship even though, quoting the New York Times again. "Perhaps never has so much sweat been poured into so little script." * * * SPOT PROGRAMING ( Continued from page 43 I Program descriptions by type: COOKING What's New, WTMJ-TV iVIilwaukee. Monda\ through Friday. 2:00-2:45 p.m. This cooking show was mentioned by over 77% of women respondents in a recent Milwaukee Journal poll. Woman's service topics are included but the emphasis is on cooking — particularly on how to make tasty recipes on an economy budget. Show's cooking expert is Breta Griem. who, like many of the personalities on programs of this type, has a long background of cooking school experience. Show is limited to live participations because station believes film may hurt mood of show; and, moreover, that sponsor gets more for his money when commercial is done live by the show's own talent. Cost: $75 per participation. Rep: Harrington. Rigliter \ Parsons Josephine McCarthy Cooking Show, WNBT. New York.' Monday through Friday, 9:45-10:00 a.m. Like many another daytime radio personality, Josephine McCarthy has made a successful transition to television. Show has sold for Arnold Bread. Best Foods. Diplomat Soups. Hellman's Mayonnaise. Cost: $163 per participation. Rep: NBC Spot Sales KPIX Kitchen. KPIX. San Francisco. Tuesday through Friday. 1:30-2:30 p.m. Buffalo Television Si oris nl %)<W WBEN-TV tignt on at noon lo bring the viewers of 171,211* sets in the Western New York area the cream of network daytime programs plus topnotch sales-proved Buffaio-built shows. Here are three afternoon standouts. MEET THE MILLERS SHOPPERS GUIDE MATINEE PLAYHOUSE Get tna WBEN-TV story from Harrington, Righter & Parsons, Chicago, or write Sales Manager, WBEN-TV, Buffalo 7, NY. Bill and Mildred Miller, successful business people with two decades of show business background, demonstrate food-preparation twice weekly and interview interesting personalities three times each week. Mary Jane and Seymour Abeles, with network and theatrical experience, chat entertainingly about products and services four afternoon half-hours weekly. They have one of the nation's top daytime ratings. Full-length films, divided into two daily installments, provide a magnet for WBEN-TV's afternoon listeners. A 45-minute show with sales messages. WBEN-TV NBC BASIC BUFFALO 2, N. Y. * Power Company iratiitia from loading di'ifrioufors, excfuirv* of fdousondi in nearby Canaaa. Faye Stewart stresses the budgetary aspects of homemaking and shows her audience how to dress up and serve interesting meals. Guest experts appear on the program to discuss fashion and beauty notes with Faye. Cost: $35 per participation. Rep: Katz Come Into the Kitchen, KTTV, Los Angeles, Monday through Friday. 3:00-3:30 p.m. Mrs. Fred Nelson, folksy housewife, cook extraordinaire, and mother of three children, makes a point of demonstrating products of participating sponsors, which have included Kros-0 i copper cleaner). Wilbur-Suchard Chocolate Company, and Kermin Food Products Company. Cost: $80 per participation. Rep: Radio Sales (CBS) Musical Kitchen, KLAC-TV, Los Angeles. Monday-Saturday, 12:00 noon1 p.m. Genial Mike Roy has two housewives as his guest each day, one preparing a main course while the other demonstrates the art of dessert making. On Saturdays, a famous chef is brought in as a special guest. Mike Roy does the selling. Cost: $90 per participation. Rep: Katz SHOPPING World of Fashion. WHIO-TV. Dayton, Monda\ through Friday. 1:00-1:30 p.m. Show features fashion news about clothing, jewelry, coiffures, skin care, and other feminine topics. Guests visit with Jud\ King, star of the program. Cost: $25 per participation or $10 per program plus time. Rep: Hollingbery Nancy Osgood Show, WNBW, Washington. D. C. Tuesdays and Thursdays, 12:30-1:00 p.m. The show takes place in an informal apartment, with stress on entertaining the housewife. Nancy Osgood, well known woman commentator in Washington, is assisted in product demonstrations by her 22-year-old daughter, Mary Jane Hays. Cost: $50. for one-time participation. Subject to 10' r frequency discount. Rep: NBC Spot Sales 66 SPONSOR