Sponsor (July-Dec 1951)

RADIO ONLY Sorry, No TV! That's right! Television is still a "thing-tocome" in these markets . . . SO — here, you've got Radio Listeners — who listen to — ARKA*SA! KB** Great Locally! + ABC KHBO W OKI**0** ^ Represented Nationally by JOHN E. PEARSON CO. Owned & Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pres. Publishers of: Southwest Times-Record, Fort Smith, Arkansas; Examiner-Enterprise, Bartlesville, Oklahoma; and The Daily Times, Okmulgee, Oklahoma. ask Jinn Blair & Co. about the II uius & Martin STATIONS RICHMOND W M B Bam W 8 0 D-™ WTH-tv First Stations in Virginia the argument. There's little doubt but that there's a real tug-o'-war in the making, between the networks on one side and the reps and stations on the other, sponsor feels that it is now becoming increasingly vital that radio advertisers be aware of the problem, and its outward symptoms. Most of the controversy so far has surrounded a few specific cases. There has been no wholesale invasion by the networks of the realm of national spot radio. However, leading reps and stations feel that any lowering of the network barriers, any direct competition with spot radio is just the thin edge of the wedge. Here are the recent cases which reps and stations point to most frequently as foreshadowing a self-consuming decline of network radio: The Norge-CBS deal: This is part of CBS's current plans for its 39-week series of one-shot sponsored shows with Red Skelton. The Russel M. Seeds agency (Chicago) made a separate deal with CBS to air a half-hour weekly version of Red Skelton Shoiv in some 38 markets, or 8.6% of CBS radio. Most of these Norge markets are non-TV cities. Stations who take the Norge deal will have to accept it via network lines, or tape, inserting tape commercials. All stations will waive any cut-in charges. A few stations 'will receive the show on tape with the commercials included, and play it like a regular transcribed show at network rates. All stations will air the show, whether locally or via network lines, at the same time (in time zones) in a slot that's actually the network's. Some stations and reps feel this type of show deal should bring the station the national spot rate, or at least cut-in charges for inserted commercials. Programs in station option time: Most recent is the five-minute news series at 8:55 a.m. on ABC for Hazel Bishop. This type of morning slot has long been considered by the stations as their own, to sell at profitable spot rates. The Hazel Bishop show, which started 10 September, has brought gripes from the stations, who feel it conflicts with local or national spot 9:00 a.m. newscasts. ABC has talked to the stations about offering them an equal period of network option time, but most stations feel that ABC should stick to the letter of its affiliation contracts. There have been several network plans of this sort afoot in recent months. The trend is believed to have started in earnest last year when CBS managed to clear time for Colgate's Strike It Rich in afternoon station option time, with a resultant drop-off in Colgate spending in straight spot radio. "Tandem," "Pyramid" and other plans: NBC and ABC have been the pacemakers with this network sales innovation so far, although the other two radio webs aren't far behind in their planning. Basically, this consists of selling what amounts to "participations'' in established network shows. While it lacks the basic flexibility of a "Wherever we have a spot on the schedule available for experimentation, we want to fill it. Untested ideas gather dust. We must try everything. Sure, we'll have flops. But if the law of averages is working, we can't miss coming up with radio's next big hit. We must constantly seek out new programing methods and personalities." LESTER GOTTLIEB Director of radio programs, CBS ******** regular spot campaign with participation programs, many station reps feel that they drain off many dollars from spot budgets, instead of attracting new business. NBC's "Tandem" deal involves participations in four half-hour segments and a one-hour program. This includes $64 Question. Boston Pops, Mr. Keen, Screen Directors' Playhouse and Magnificent Montague. ABC has a similar deal called "Pyramid Plan." involving two hours and five minutes weekly of programing. This includes shows like Stop the Music. The Sheriff, and Fat Man. So far, these plans have attracted advertising names like P&G. Whitehall, Chesterfield and RCA-Victor — not exactly newcomers to radio. Cut-down networks: Without exception, each of the four major radio networks is prepared today to make concessions as to the size of the web ordered by an advertiser. Most of these concessions would be unheard-of back in the davs when radio was a sell-out. ABC, for instance, has indicated its willingness to sell a radio network that E Write, Produce, Ship TV film spots, complete. TELEFILM. Inc. HOLLYWOOD (28) CALIFORNIA 88 SPONSOR