Sponsor (July-Dec 1951)

_jn &tA4jotdAwejttotL ww, . . . radio listeners eagerly await such programs as Jack Benny Lux Theater Arthur Godfrey Edgar Bergen Amos cV Andy Bing Crosby and scores of other big-name CBS Productions . . . This is a potent reason why KROD is your best radio buy in the El Paso Southwest. CBS Affiliate 600 on Your Dial 5000 WATTS Southwest Network RODERICK BROADCASTING CORP. Dor ra nee D. Roderick Val Lawrence Pres. Vice-Pres. & Geti-Mgr. REPRESENTED NATIONALLY BY THE O. L. TAYLOR COMPANY IN MONTREAL it's Canada's FIRST station — wise in the ways of PROGRAMMING, PROMOTION and MERCHANDISING . . . gives you the coverage and the listenership needed to do a real selling job in this rich market area. »'*« f sleep-inducing records. Sponsors, however, make millions more from selling products and services to late-night listeners who deliberately sit up to hear their favorites. Even after many years of post-midnight radio in this country, the real potential is still being developed. • • • U. S. Representative— Weed & Co, NET RADIO DOLLAR I Continued from page 23 i sequence of 15-minute serial soapers: Modern Romances, Romance of Evelyn Winters. David Amity. When a Girl Marries, and Lone journey. Come fall it's planned to add still another soap opera, from 12:00 to 12:15 p.m. Many of these serials are still available. Program package prices run: When a Girl Marries at $2,700; Lone Journey at $2,400; Romance of Evelyn Winters at $2,700; David Amity at $2,300. Wednesday and Friday remain mystery nights on ABC. From 7:30 to 10:00 p.m. on Wednesdays there's the Lone Ranger, American Agent. Eat Man, Rogues Gallery, and Mr. President. During the same period on Friday night there's the Lone Ranger, Richard Diamond, This is Your FBI. Ozzie & Harriet la comedy), and The Sheriff. Replacing ABC's present Cavalcade of Music on Saturday night will be The Dancing Party — from 8:00 to 10:00 p.m. Under Paul \\ hiteman's overall supervision, the unique twohour session will feature seven distinct l\pes of music in rotation. The network band of some 60 musicians, augmented b\ top "side-men." will play a set of three specially arranged selections in each of seven tempos. For example: Waltzes. polkas, foxtrot, rhumba, and so on. Keyed for music, not talk. The Dancing Party will also have three vocalists. It will be sold in 15-minute -cements for $1,000 per segment and heard over 255 stations of the A.BC netwoi k. ABC will do some shifting around on Thursda) nights too. Newsstand Theatre, now on from 8:00 p.m. to 8:30 p.m. on Thursday, will be advanced to the 10:00 p.m. slot. In ils place, a situation comedy — two are being auditioned now. / Fly Anything, the Dick Haymes drama, will be moved uui of the 8:30 to 9:00 p.m. spot to make wa\ for Holly wood Star Playhouse. An MCA package. Playhouse. canceled out a week ago at CBS where it was sponsored by Emerson Drug I Alka Seltzer I . ABC considers it a good buy. was impressed by the shows recent 12.4 Nielsen rating. Now available as an ABC program. Playhouse sells for $5,000 per weekly half-hour broadcast. According to Lee Jahncke, vice president in charge of radio, the network is not pushing its Pyramid plan this fall. But Blatz Beer has been using the scheme for its summer promotion, may extend it into fall, other advertisers can come in. Under the system. Blatz gets four five-minute news strips each evening. Monday thru Friday. To squeeze these short segments in, ABC shortens the programs beginning at 5:00. 7:00. 10:00. and 10:45 p.m. Although business at ABC is still slow, the net has already signed up Sylvania for Sammy Kayes Serenade. Sylvania plans to start in October with a road show which will put on a local two-hour program every week for its jobbers and retailers. The two hours will then be edited on tape to make a 30-minute broadcast. ABC has also signed the Armv Air Force for a series of Saturday afternoon football games, to begin in late August. CBS Business is brisk at CBS. Come fall, such companies as Mars Candy. Carnation Milk. General Electric, Sylvania. Dr. Pepper. Kingan Meats will be sponsoring a variety of CBS and independent packages. Mars, for example, has signed for an every-other-week broadcast of People Are Funny, the Art Linkletter audience participation show recent l\ dropped 1»\ Brown & Williamson Tobacco on NBC. It's set for alternate Tuesdays, 8:00 to 8:30 p.m. Carnation has picked up Stars Over Hollywood, scheduled for Saturday mornings from 11:30 to 12:00 noon. Similarly, General Electric is slated to sponsor the CBS package, CBS Foothall Roundup, on Saturdays from 2:00 to 5:00 p.m. Svlvania, which has been very active recent!) in selling TV sets over radio and television networks, will add the Granllund Rice Sports Show to its lineup. The program will go in the 8:00 to 8:15 Friday slot. Another sports show, Sports Review, will come on for Dr. Pepper (the soft drink) in the 76 SPONSOR