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MEN, MONEY, MOTIVES
(( ontinued from page 6)
erately hysterical about this latest disI la\ of automotive "logic."
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Actually, "Radio" borrows ideas constantly from "Magazines," and the honor is returned. Note that the Woman's Home Companion is now expected to follow the example of McC all's and grant "frequency discounts." Such discounts are relatively unknown in magazine publishing but were brilliantly built into the basic economics of broadcasting a quarter of a century ago. to the everlasting envy of all rivals.
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Conversely, in one notable respect, since the war and especially since television, the networks have undertaken to imitate the magazines. This centers on editorial control. A big national magazine is topically the product of a format plus an editor and that editor's team. Advertisers do not participate in either the making of plans or their execution although the advertiser must be impressed by the end results. Clearly something close to this has been the postwar goal of both CBS and NBC, each striving to capture editorial control of the total schedule, especially TV, or as much of it as possible.
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Broadcast advertising is not, in this connection, so flexible as the magazines. Neither CBS nor NBC could do what is now being done at 48-year old Redbook Magazine where a dynamic 36-year old editor. Wade H. Nichols, backed by an editorial staff of 29, is deliberately redesigning the whole format, taking Redbook away from its traditional role as a slick fiction book ami making it a monthly equivalent of, sax. the Satevepost or Collier's.
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\ final comparison. In the instance of Redbook the Nichols format aims to "select" out of the total audience "I magazine readers a special group. "young adults." 18 to 35. Plainly 'his strateg) has spiritual brotherhood to the radio station which plans its future as an advertising medium b) selecting out of the total listening audience e special group such as jazz
lovers, sj mphon) culturists, sports addiets, haloAmericans. Yiddish-Yinglishers, Farmers, evangelists, etc., and tailoring a format to appeal thereto.
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