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will bring in new money for the stations that they would not otherwise receive for national spot campaigns.
In buying shows for this fall, advertisers will find an absence of highpriced Hollywood talent. Most broadcasters see less expensive packages definitely in the cards. Although NBC is announcing plans for The Big Show, the network's new economy wave may easily force abandonment of this expensive entertainment. Fventuallv. low-budget efforts such as mysteries, music, and sports will be the network's program diet.
"When a sponsor wants to present comedy or variety shows he will use TV. " one broadcaster predicts. Mutual, with its present emphasis on lowbudget programs, appears to be in good shape for this transition.
When industry "prophets" are asked whether advertisers will be interested in such plain programing fare, the answer is, "Yes. When compared with the $70,000 per hour time charges predicted for TV in 195S. low-cost radio shows will always have buyers."
Another change that is predicted for network radio is greater flexibility in the way advervisers can buy stations. Sponsors expect the networks to permit more tailor-made networks such as the hookup that Mutual arranged for Bab-0 recently. The time may come when, if an advertiser wants Mobile instead of Birmingham, he will be able to buy it without paying a penalty. The networks are hesitant about going along with such predictions. They say there is a point where a network can become so flexible that it is no longer a network. One official says ruefullv. "Some advertisers' idea of flexibility is a hookup that avoids all markets where there are now TV stations."
Other ways that greater flexibility may be seen is in product acceptance. Radio has long had higher standards than other media; now the more stringent restrictions may be eased. There is already greater freedom in the advertising of deodorants. Laxatives are being mentioned more frequently on some networks. Length of commercials may be increased beyond the present network limitations.
If weakening of the networks takes place, advertisers will be dealing more and more with the stations, which can point to prosperity currently; their time sales are at an all time high and there are waiting lists of sponsors at a
Keeping Steady Company with an Influential Fellow
"That fellow has pull," writes Mr. Frank Bishop, Sales Manager of the Dimond Motor Company, to station KATO, Reno, Nevada. "We've just rounded out our first quarter of keeping company with Fulton Lewis, Jr. and we are more than satisfied with our recent '51 Dodge campaign. I want to authorize you to continue with 'this is Fulton Lewis. Jr. speaking for Dick Dimond. your friendly Dodge-Plymouth dealer.' '
Fulton Lewis. Jr. is sponsored locally on more than 340 Mutual stations by 572 advertisers. His program is the original news co-op. It offers local advertisers network prestige, a ready-made and faithful audience, a nationally known commentator — all at local time cost with prorated talent cost.
Since there are more than 500 MBS stations, there may be an opening in your locality. Check your Mutual outlet — or the Cooperative Program Department. Mutual Broadcasting System/ 1440 Broadway, NYC 18 (or Tribune Tower, Chicago 11).
21 MAY 1951
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