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WILL PARAMOUNT KISS OFF ABC RADIO NET, FAVOR TV? — In wake of Paramount Theatres-ABC merger, many sponsors, agency men, industryites wondered whether radio operation of net would get kiss-off treatment, eventual resale. To find answer, SPONSOR went to Leonard H. Goldenson, president of merged firms. "Despite any rumors you may hear," he said, "we definitely will not get rid of the radio network. On the contrary, we will devote our energies to building the radio network. We. . . will not sell radio short."
WHAT ABC DEAL WILL MEAN TO SPONSORS — You can expect snapped-up operation in both radio and TV nets of ABC, with more money available for programing development, audience promotion, best sources believe. United Paramount has $30,000,000 cash reserves available for investment. One of first effects will be to make other nets look to their laurels programwise, in face of sharpened competition from ABC. (For complete rundown on advertiser-significance of merger, see story page 32.)
RUPPERT RADIO, TV SUCCESS EXCEEDS EXPECTATIONS, BUDGET TO BE UPPED— With major portion of $2,000,000 budget now going into radio and TV, current Ruppert beer campaign for its new Knickerbocker brand has had success far exceeding company's expectations. As result, firm will increase its radio, TV budget this fall. Spot radio and TV are used to cover markets in New York, New England, New Jersey, and northeast Pennsylvania. Biow Company is agency fer Ruppert.
AN A-AF FILIATES COMMITTEE MEETING LIKELY BY MID-JUNE— Following ANA President Paul West's acceptance of Affiliates Committee bid for meeting, SPONSOR learned Committee will probably pick mid-June date. Committee chairman, Paul W. Morency, expressed himself as "delighted to receive letter from West — and delighted at tone." Among questions affiliates group is bound to ask ANA: "Why don't you survey other media, as you did radio, to see how they are holding up in TV era?" West, in letter to Morency, stressed that ANA will not discuss radio rates at coming meeting, only methods of determining radio's value.
SYLVANIA'S DOUBLE SWITCH — Sylvania, electronics manufacturing firm, is pulling switch in its ad strategy — in two ways. (1) Firm is reversing current trend among net radio sponsors. While some firms leave medium, Sylvania is expanding its use of web radio, buying two ABC shows for this fall; last fall, firm had only one. (2) Currently, Sylvania is also changing focus of its ad strategy from trade to consumer audience. (For details, see story page 34.) Radio expenditure will be $1,310,000; TV, $1,000,000, for "Beat the Clock," CBS-TV.
ARBI MAY BRING MEDIA-TESTING SYSTEM TO N.Y.C.— Deal is cooking between Advertising Research Bureau Inc., Macy's in New York, and WOR for newspaper vs. radio tests of advertising effectiveness. Starting on West Coast (in Seattle region), ARBI
SPONSOR. Volume 5. No. 12, 4 .June 1951. Published biweekly by SPONSOR Publications, Inc., at 3110 Elm Ave.. Baltimore, Md. Executive, Editorial, Circulation Office ."in Madison Ave . New VuiU Ji*. KS a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1919 at Baltimore, Md. postolTice under Act 3 March 1879.