Sponsor (July-Dec 1951)

rep firms to sponsor: "It will never be easy for a network to clear time in TV as it is in radio. Stations have grown up in video thinking along different lines. They just won't knuckle down to networks in time clearance if it's going to mean money out of their pockets." There's practically no argument, yet over talent and programs. The networks have the head start, and own. control, or can put pressure on most of the leading TV stars and shows, as well as on many package producers. It would be hard to steer around networks on this point, unless you find a good film package for sale, or can build one. On the other hand, reps are beginning to ease gently into the TV film program business, primarily to compete with networks. Katz, Blair-TV. Petry, Free & Peters, and networkowned rep outfits like Radio Sales (CBS) are seeing package and film producers these days, and building a "stable" of properties which can be offered to agencies in need of a program. One rep firm holds biweekly screening sessions in its offices, invites film producers to come up and exhibit their wares with an eye toward selling them for spot TV. Station income & clearance Station income, in this controversy, is something networks would rather not discuss, and reps make a point of discussing. As pointed out earlier, the network's price for a piece of station time is usually higher than that of the station. However, in most cases the station actually makes more money out of a spot deal. This is one of those odd paradoxes of broadcast advertising which some advertisers have never really understood. Out of every gross dollar in network billings, the network operates on an average of 700, gives the station an average of 30^. On a spot buy, even though the station price is lower, the station profit is higher. This is because stations receive the net rate after frequency discount for the time, minus agency and rep commissions. Station revenue from spot can be anywhere up to 90% more than the revenue for the same time segment from network TV. It's human nature, say the reps, for a station manager to be "more favorably disposed" — the quote is from Katz Agency's booklet — toward the CLUB 1300, WFBR's great daytime audience show, has the highest Hooper off any radio show in Baltimore one hour or more in length.* This is it! The show that does everything, that always plays to a full house, that has broken records year after year, that attracts visitors in such droves that tickets are gone months in advance! This is the # 1 radio buy in Baltimore — far and away the leader in its time bracket — or practically any other bracket! CLUB 1300 is a must in Baltimore! Other WFBR-built shows are making history, too! Ask about Morning in Maryland, Shoppin Fun, Melody Ballroom, Every Woman's Hour, and others! *May, 1951, Hooper report. FABULOUS RESULTS: VEGETABLES A spot advertiser on CLUB 1300 tried a coupon Writein offer. Three announcements brought 9, 000 replies! TICKETS CLUB 1300's m .c. madeone announcement that there were a few tickets available for Monday broadcasts. Three days later, he dug out from under requests (or 125,000 tickets! CANCER DRIVE We took CLUB 1300 to a local theatre for one broadcast. Ticket holders — (no big donations) paid over $1600.0.0 to American Cancer Society to see the regular show! (No big names, either!) FOOD SHOW Biggest crowd in Baltimore Food Show history came to see one broadcast of CLUB 1300. . . and others too numerous to mention. ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 30 JULY 1951 63