Sponsor (July-Dec 1951)

You Can Cover Central New York with ONE = Radio Station = . . . and Summer Sales are always good in this popular resort area • Wonderful Availabilities! Write, Wire, Phone or Ask Headley-Reed ACUSE 570 kc NBC AFFILIATE • WSYR-AM-FM-TV The Only Complete Broadcast Institution in Central New York ask John Blair & Co. about the Havens & Martin STATIONS VS RICHMOND W H I! G-am W(!0D™ First Stations in Virginia ties with proved appeal. \ sample of what Mutual ma\ have in mind is the NBC mystery-drama called Private Files of Rex Saunders. This is a Hy Brown production starring movie star Rex Harrison in 26 half-hour taped mysteries over NBC. Harrison is reported to have made all 26 programs in six weeks — at $1,000 each. For a comparable appearance in person. Harrison gets about $4,000 per stanza. Whether or not the new sales plan is coupled to a large offering of taped programs, such big-name transcriptions are definitely in the works for fall on MBS. Hollywood actors are reported willing to take between $750 and $1,000 when offered the advantages of taped recordings. Although the pay is relatively small, convenience and capsuled earnings make them attractive. There's little rehearsal, recording can be done on the coast, and a series of 13. 26. or 52 done in a few months or weeks means a substantial jackpot. Several hot availabilities are currently open on Mutual during the evening. Gabriel Heatter. popular newscaster, is unsponsored on Wednesday nights from 7:30 to 7:45. Heatter recently picked up American Schools (correspondence courses I as his Monday night sponsor. There's also an open five-minute news period at 7:25 p.m. Sunday. Twenty Questions, with a Crossle1) rating of 18.8, is still ready and willing after being dropped by Ronson Art Metal Works on 29 June. Mutual immediately bought the show and is offering it for $3,500 per week, net. MBS reports negotiations with four prospective advertisers. The Shadow, with a Nielsen of 8.1. is considered by Mutual to be one of their top bargains at $4,000. Bobby Benson, grabbing a 6.1 Nielsen for the 5:00-5:30 p.m. slot on Monday. Wednesday, and Friday is listed at $1,200 per show. NBC NBC will offer a stepped-up Tandem operation plus a flock of newprograms. Monday, Tuesday and \\ i(lnrxla\ arc sold out solid. Thin-day is almost closed out, with most availabilities on Friday. Saturday, and Sunday. Operation Tandem shifts into high gear for the second season this fall, on 30 September. The Big Show, captained by the irrepressible Tallulah. is slated to broadcast its first four stanza> from abroad — first from England, then from Germany. In between, stars like Fred Allen. Eddie Cantor. Ed Wynn, and Groucho Marx will do camp shows for the troops. There will be a shift in time, too: 6:30 p.m. to 8:00 p.m. Sunday, a half-hour later than heretofore. Whitehall Pharmacal. Chesterfield Cigarettes. RCA are lined up with Tandem this fall. Each will receive oneminute commercials rotated in the various programs. In addition, each gets an opening and closing mention with each broadcast. The objective is to guarantee advertisers a huge cumulative audience. Long-term NBC radio advertisers have again renewed. These include U.S. Steel, Firestone, Bell Telephone. Liggett & Myers, Lever Brothers. Kraft Cheese, Bristol-Myers, American Cigarette & Tobacco. Pet Milk. Schlitz Beer. General Foods, American Tobacco, Procter & Gamble are also signed up for the fall season. One company which dropped network radio is set for a fall schedule. Wesson Oil has lined up a new daytime woman's strip for 1:30 p.m. weekday afternoons. This is outside network option time and therefore does not cover the complete NBC net — a condition which suits Wesson, since the company is strongest in the South and Southwest, lacks complete U.S. distribution. This is an example of network flexibility which NBC is quick to point out as not unique. General Mills and Swift & Company also buy regional hookups. In the case of Wesson, NBC will try to sell that part of its net not bought by Wesson. The new program operation at NBC has been hard at work to capitalize on the type of "escapist"' entertainment which radio provides best. Pete Kellys Blues is an unusual combination of drama and music, concerns a small combination of jazz musicians who tour speakeasies in the 1920's. Jack Webb, the show's m.c, suggested the format, tries to put what he calls "realism" into it. Pete Kelly's Blues is slated for Wednesday night at 8:00 P.m.. sells for $5,500. William Gar IDAHO'S MOST POWERFUL 10,000 WATTS K e e m BOISE, 18S.000 CUSTOMERS ^3 SPONSOR