Sponsor (July-Dec 1951)

SPONSOR SPEAKS Wanted: sensible ANA report The most recent ANA report reads much the same as reports Nos. 1 and 2 regarding the impact of television on radio. Nothing radio has done seems to have made the slightest impression. Not even the rate cuts. Says ANA: "Radio listening in television homes continues to approach near-elimination in the evening hours." Thus, no credence is given to the surveys which have heen showing an increase in radio listening in homes where television has been installed a year or more. As in the earlier reports, no mention is made of multiple sets in the home, of out-of-home listening, or of the large volume of radio sets sold in television markets in recent months. Aside from the omissions above, the weakness of ANA's report is its co7itinuing assumption that radio alone loses out when television comes in. The assumption that it's easier to read a magazine between sessions with the television set than it is to tune in the radio is open to considerable question. Sure, some time is devoted to reading magazines (even at night I . But no one knows just how much, nor who does the reading. Wouldn't it make a lot of sense to find out just how much time is devoted to all media in the television home? Wouldn't that kind of research be the most helpful to advertisers? In its issue of 25 September 1950 sponsor called on the ANA to "put all media under the same microscope.'" It is high time to undertake such a research project and save the ANA the embarrassment of incomplete and, possibly, inaccurate reports. Restoring confidence in radio The immediate effect of the ANA report is likely to be an intensified rivalry between network radio and spot radio. While many stations and representatives are bitter in their denunciation of recent network sales practices (see story on page 34 ) , the network position bluntly stated is that ways must be found to bring back the dollars lost in choice but unsold network slots. That radio's survival and prosperity depend in very large measure on quality programs and services (such as CBS' The Nation's Nightmare, for example) is acknowledged on all sides. How to continue to develop and maintain quality programs specially suited to radio is also the concern of all. The meteoric rise in spot billings and the subsequent decline in network revenue with the advent of television were sure to bring about adjustments. It was to be expected that radio networks would modify original sales concepts to meet the new conditions. And stations and representatives were expected to resist any network "encroachments" on spot. In this battle for the radio dollar, however, we're sure that both sides are aware of the bigger issue — that of radio's survival as a major advertising medium. Only the best efforts at networks, stations, and reps will restore much of the confidence many advertisers lost in the medium. Censorship by any other name . . . No matter what they call it, there's no escaping the odious flavor of censorship in Senator Benton's resolution to create a National Citizens Advisory Board for Radio and Television. What the Federal Communications Commission has shied away from doing almost since it came into being, this committee would do. Appointed by the President, it would "influence" radio and television programing, not "censor" it. Obviously a play on words since no station operator can be expected to ignore the "influence" of anyone who can influence the FCC to put him out of business. The idea sounds very nice but is, nevertheless, the back door to outright censorship of America's free air media. Applause We tip our hat to . . . The* Southern Calif. Broadcasters'1 Assn. — and its aggressive managing director, Robert J. McAndrews, for a cooperative promotion campaign of its member stations that may well set a precedent for other stale associations lu follow. The association is bringing ils story to key metropolitan centers. The special promotion committee responsible for the master plan consists of Calvin J. Smith, president. KFAC; Kevin Sweeney, sales manager, KFI; Wilbur Edwards, director, KNX and CBS Pacific Network; Frank Conrad, manager, KECA and ABC Pacific Ra dio Network; Ward D. Ingrim, executive vice president. Don Lee; and Svdney Gaynor, commercial mgr., KFWB. Westinghouse Electric Corp. which, in sponsoring the first truly national TV schedule of college football over NBC-TV, will help determine the extent of television's effect on college football attendance. With the cooperation of NCAA, sponsors and sports promoters as well, may at last know whether the increased interest aroused by telc\ ision is enough to compensate promoters for anv drop in box office that may occur. Starting 29 September I he NCAA's schedule will appear on 52 stations at an estimated cost to the sponsor of $1,250,000. Dr. Kenneth H. Baker — who resigned from NARTB to direct a new station audience coverage measurement service that will furnish radio and television coverage data formerly supplied by Broadcast Advertising Bureau. Ken Raker's experience in industry research, his work as acting president of BMB and as research director of NARTB qualify him superbly for the new undertaking. Known as Standard A\udit & Measurement Services Inc.. the new firm will headquarter at 89 Broad St., New York. 92 SPONSOR