Sponsor (July-Dec 1951)

BMI SIMPLE ARITHMETIC IN MUSIC LICENSING BMI LICENSEES Networks 23 AM 2,236 FM 359 TV 101 Short-Wave 4 Canada 150 TOTAL BMI LICENSEES.. 2873* You are assured of complete coverage when you program BMI -licensed music *As of Juh 19, 1951 BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD Mr. Fred Norman Grant Advertising. Inr. Chicago, Illinois Dear Fred: You fellers shore knows how ter pick a radio program ter adi ertise mtm yer products! iuin When vuh chose y*S th' w c h s v2 ' 5? CLOCK "*ft W A T CHER \\ ter tell th' folks 1 If here in th' Moun y*v/v/!^^W [ Jbj tain State all miWK Li /if b°ut Mountain Wwil/WII XXl Grown FOL Bll GER'S COF II FEE. yuh reely II pickt a winner! Cone A /get mi? ly o o Wih ImoreKI II Why Fred, when M th' CLOCK1/ W A T C H ER II is atalkin' 'bout IthamH \\ F 0 LGE R'S ALLl at 8:15 in th' 1THE t\ J mornin', 'way more'n half th' wsk sets turned on is ~^ tuned ter WCHS yjrjpfo'it ~,;:o' 4n don't R" iergit. they's five stations in Charleston, West Virginia, an' th' next in line at 8:15 has 'way lessen half as many lisseners! Thet means thet FOLGER'S has reely got a audi ence, Fred! 'Course, thet's alius true when yuh uses WCHS! Yrs. Algy w CHS Charleston, W. Va. gan, former star of Martin Kane, Private Eye, comes back in the fall in a new NBC half-hour evening mystery program. An NBC package, its title and time slot have yet to be announced. In the comedy line, the net has imported comics Bob Elliott and Ray (Moulding from a successful stint at WHDH. Boston. They've been showcased this summer and were enthusiasticalh received, according to NBC program men. Function of the two humorous philosophers is to wind up the afternoon run of soap operas with a laugh. They're scheduled for 5:45 to 6:00 p.m. Monday thru Fridax I $2,824 gross for all five I and from 9:30 to 10:30 a.m. on Saturday. Saturday's hour show is $4,000 gross. In the comedy field is a half hour show called It's Higgins, Sir. Starring Harry McNaughton, it comes on Tuesday nights at 9:00. Package cost is $4^200. gross. NBC has brought in some new, lowcost mystery packages. A sample is The Whisperer at only $1,850 net. It too. has been showcased for the past month. The price tags on these programs are typical of NBC's attempts to bring out "medium and low-cost productions." What all of this intensive programing activity and sales planning adds up to is an all-out attempt on the part of radio networks to make their buys so attractive that advertisers can't resist. And they're confident that there are enough such advertisers around to grab off the availabilities. Said one network sales manager: "We'll be carrying more nighttime billings this fall than last. * It's not simply a lower pricing system nor more imaginative programing that's likely to bear out this sales manager's prediction. As another network official put it: "When advertisers strip emotionalism from the media picture and start using mathematics, as a great many do now. they'll soon see how much more economical radio is than magazines, newspapers, or television." • • • New York timebuyers t-n |<i\ed a get-together recently. The occasion: a WCAO cocktail party to acquaint timebuyers with the Baltimore station. ROUNDUP I Continued from page 45) graming. Among those present: Carl Haverlin. BMI president; W. H. Summerville. WWL general manager, and George Weiss, sponsor's Chicago representative. WCAO sets up drinks for visiting timebuyers Among those present. 1 1. to r. I Helen Thomas (Street & Finney) ; Ruth Jones (Benton & Bowles \ : Charles Hammarstrom I Paul H. Raymer Company) ; Frances Velthuys (Compton) and Robert Richmond, WCAO assistant general manager. Helme's Bakeries increased their sales of cookies from 300 dozen cookies per week to 11,494 dozen; of popcorn, from $237 in weekly volume to $1,158, when they pushed for Pacific Coast business on . . . THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating show . . .anywhere! 10 JULY 1951 79