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l»«N: »HS tor 4 June 1951
tests have --red across country with radio outpulling newspaper by substantial margins. Ma y's test would be first in New York City, bound to be regarded as ultra-signif . ant. It's not ar from Herald Square headquarters of Macy's to Madison Avenue. To participate in test, Macy's would spend equal sums in newspaper and radio to plug same item on same day. Then researchers in store would poll purchasers to find out what influenced buying.
NO DEARTH OF SPONSORS FOR CBS COLOR — CBS spokesman told SPONSOR: "We have been deluged by requests from sponsors to advertise on color time." Well over dozen contract:, have been signed. Time charge is nominal, in neighborhood of $150 hourly. Among advertisers who have examined color TV and are reported to have signed for shows are General Foods, Lever Brothers, Toni, Tintair, Esso, Wamsutta Mills, Wildroot, Bigelow-Sanf ord, National Dairy Products. Motive for sponsorship is publicity value and color TV experience.
HOW SOON CAN NEW TV STATIONS CET ON AIR AFTER FCC LIFTS FREEZE?— With color problem settled for FCC by Supreme Court decision, freeze lifting should be speeded. FCC Chairman Wayne Coy told SPONSOR, exclusively, back in March 1950 that he would go all-out to lift freeze once color was out of way. KMBC, Kansas City, is ready to go on air with full TV station 30 days after FCC gives green light. Reason: Arthur Church bought equipment long time ago, stored it. Several other stations are similarly fixed.
COLOR DECISION MAY BE WOE OF TV SET DEALERS — You can expect more cries of woe, auctions, price slashing by TV set dealers as result of Supreme Court color decision. Current sales slump could extend indefinitely with public confused over whether present sets are obsolete. Heavy advertising to reassure consumers is in the cards.
RONSON DROPPING "TWENTY QUESTIONS," BUYING PETER LIND HAYES ON TV, PLUS AM NET SHOW — Ronson Art Metal Works is dropping "Twenty Questions" on AM (Mutual) and TV (ABC). New schedule will include Peter Lind Hayes variety show to bow on CBS-TV 29 July (Sunday, 6:30 to 7 p.m.). Network radio is also in works, through Grey Advertising. Lighter firm had good results with fast-moving "Twenty Questions" but wanted to broaden audience. Increased competition in lighter field had lot to do with decision. Over half Ronson ad budget will be going into radio and TV with considerable increase in expenditure to cover increased number of stations for both TV and AM shows.
ABC-PARAMOUNT MERCER LIKELY TO EXTEND USE OF THEATRE TV— United Paramount, pioneer in use of theatre TV, will probably increase use of this form of come-on bait. Five of its 650 theatres are already equipped, with 22 more installations on order. (Equipment costs about $25,000 per theatre.) Adoption of technique for all Paramount theatres is likely. Theatres would use ABC's TV facilities, but offer separate programing. As of now, moviegoers don't pay extra for video offering; it's just means of luring them out of parlor.
SPONSOR