Sponsor (July-Dec 1952)

had no respect for, or interest in. local programing. Now. with good morning and afternoon announcement slots hard to find, clients have been forced to think in terms of local programs. Manv accounts I know who have tried participation programs are highl) pleased with the results. This in turn leads to more program business for stations especially among those that continue to develop good local shows." So popular has the local-personality type of participation show become that station reps todav have been looking increasingly for good program formulae which can be duplicated on all their stations and made into a kind of "package."' One good example of this is the stretching of the Housewives' Protective League to include all-but-two of the radio stations represented by CBS Radio Sales. As sponsor went to press, plans were in the works to extend HPL to those last two markets also, giving CBS complete uniformity. Advertisers can buy into any or all of these shows. In buying all of them they have a potential audience that's about the same HEREVER YOU All over Western New York, Northern Pennsylvania and nearbyOntario, WGR is the MOST LISTENED-TO RADIO Station. iAjroadcoA&ng Corpj&ra&vit size as the total U.S. television homes. Network co-op shows have been turned, by many stations, into participating programs to boost the amount of daytime slots they have to sell. More of this is expected for fall. 3. Other program trends — With radio growing increasingly competitive, stations have turned toward developing more specialized program types. Sparked by such industrywide prime movers as the NARTSR spot radio clinics, the BMI broadcaster clinics, and national and regional meetings of broadcaster groups, stations are now going after "special interest"' audiences with programs designed for their ears. Music shows are seldom mixtures of different musical types. They now range from stepped-up rural and folk music shows aimed at farm audiences to specialty shows like WNBC's all-night classical record -low. There are shows for language groups, hobbyists, motorists, gardeners, farmers, and vacationists in ever-growing numbers. Programs of a purely public-service nature, and those of special communis interest (local news, club doings, etc. i are on the increase. "The theory behind this is simple,'" a station manager told sponsor. "We pick up some more audiences here, and we pick up some more there. In sum. they add up to a substantial boost to our basic listening audiences, and help to integrate the station into the business and social life of the community." Transcriptions RAND BUILDING, BUFFALO 3, N. Y. Notional Representatives: Free & Peters, Inc. leo J. ("Fitz") Fitzpatrick I. R. ("Ike") lounsberry Q Are advertisers increasing their use of transcribed shows? A. The transcribed radio program business is enjoying a boom. It is now the chief developer of new big-time radio shows and other attractions designed to keep station programing on a high professional level — and afford advertisers a low-cost means of programing. The Frederic W. Ziv Company, industry leader, states that their 1952 production budget is triple what it was a few years ago; for the next several years, they have a very elaborate production schedule. In the 1951-52 season, Ziv invested $2,548,000 in three new program series: / Was a Communist for the FBI, $650,000 76 SPONSOR