Sponsor (July-Dec 1952)
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NO SCHOOL TODAY
Children's Program
Juvenile
90 milt.
l/wk
yes
Saturday morning funfest of stories and songs with Big Jon & Sparkle
PIANO PLAYHOUSE
Music
General
30 min.
l/wk
yes
Piano music featuring Margaret and Forrest Perrin and guest artists
GEORGE SOKOLSKY
Commentary
General
15 min.
l/wk
yes
Noted syndicated columnist, lecturer and commentator
*Co-op in limited markets
MBS radio shows
01
ly.
BAUKHAGE TALKING
CECIL BROWN
CRIME DOES NOT PAY
BILL CUNNINGHAM NEWS
GRACIE FIELDS SHOW
CEDRIC FOSTER
THE HARDY FAMILY
ROBERT HURLEIGH
I LOVE A MYSTERY
FULTON LEWIS. JR.
MAGAZINE THEATRE
MEN'S CORNER
MGM THEATRE OF THE AIR
POOLE'S PARADISE
RUKEYSER REPORTS
STORY OF DR. KILDARE TAKE A NUMBER
TELL YOUR NEIGHBOR
WAR FRONT— HOME FRONT
TYPE
APPEAL
Tl
ME
EXPLANATION
News
Family
15
min.
5/wk
Distinguished Washington correspondent talks
News
Family
15
min.
5/wk
World traveler and newscaster
Drama
Family
30
min.
1 wk
Detective mystery adventure with MGM cast
News
Family
i;,
min.
l/wk
Syndicated columnist analyzes news
Music
Family
30
min.
l/wk
Famous entertainer and MGM supporting cast
News
Family
15
min.
5 wk
Well known news commentator
Drama
Family
30
min.
l/wk
Andy and the Judge in their famous series
Family
15 min. 5 wk Midwest editor and commentator
Mystery
Family
15 min. 5/wk Famous Carlton E. Morse series
News
Family
15
min.
5/wk
Washington news and interpretation
Drama
Family
25
min.
l/wk
Dramatizations of magazine stories
Fashion
Men
15
min.
1 wk
Bert Bachrach and guests give tips to men
Drama
Family
30
min.
l/wk
Top-notch dramatic presentations
Music
Family
60
min.
5 wk
Zany disk jockey
Finance
Adult
15
min.
l/wk
Layman's guide to finance
Drama
Family
30
min.
l/wk
Lew Ayres and Lionel Barrymore co-star in this
Quiz
Family
30
min.
5/wk
Quiz with Red Benson as m.c.
Drama
Family
15
min.
5 wk
Good neighbor stories and awards
News
Family
30 min. l/wk News direct from Korea front
NBC radio shows
TITLE
TYPE
APPEAL
TIME
TESTED
EXPLANATION
BILL STERN'S SPORTS REV
EW
Sports
General
15
min.
5/wk
yes
Comprehensive sports coverage and features
DANGEROUS ASSIGNMENT
Adventure
General
25
nun
1 wk
yes
Brian Donlevy in tales of international intrigue
HOME EDITION OF THE NEWS
News
General
15
min.
5/wk
yes
Merrill Mueller in a midday newscast
HOWDY DOODY
Variety
Juvenile
60
min.
l/wk
yes
Radio edition of famed kid puppet show
H. V. KALTENBORN
News
General
15
min.
2/wk
yes
Dean of commentators with analysis
RICHARD HARKNESS
News
General
15
min.
4 wk
yes
Expert interpretation of news
KATE SMITH
Variety
Family
,;d
min.
5/wk
yes
All-around wrap-up of matters of interest by Smith and Ted Collins
NEWS OF THE WORLD
News
General
15
min.
5/wk
yes
Morgan Beatty with a late night news interpretation
TALES OF THE TEXAS RANGERS
Western Adventure
General
30
min.
l/wk
yes
Joel McCream stars in police case histories
WORLD NEWS ROUNDUP
News
General
15
min.
7/wk
yes
News roundup from NBC correspondents
ROOTIE KAZOOTIE
Puppet show
Juvenile
to
min.
l/wk
yes
Fantastic cast of hand puppets in delightful fantasies
AMERICAN FORUM OF AIR
Forum
General
ill
min.
l/wk
yes
Prominent people discuss issues of day
WHO SAID THAT
News Quiz
Grnrl al
30
linn
l/wk
yes
Walter Kiernan, Bill Henry and guest celebrities
Co-op radio
Q. How will 1952 spending in dealer co-operative radio advertising compare with last year?
A. According to the Broadcast Advertising Bureau, spending will increase. But actual dollar figures are hard to pin down because of the complexity and local nature of co-op advertising. Double-billing (see 16 June SPONSOR) also masks the amount of money spent since part of the national advertisers' dollar contributions are pocketed by hard-dealing retailers. It has been estimated, however, that $100,000,000 was spent in co-op radio advertising last year.
Q. What are some of the big problems facing a national advertiser who is considering adding radio to his list of approved co-op media?
A. The national advertiser may find that retailers know too much about how to save (or make) money on coop advertising through double-billing deals with dollar-hungry stations. Where his distribution setup is large and complex, the manufacturer would do well to set up a simple and easy-tounderstand co-op plan for radio. Providing transcriptions and advertising copy is a common answer to the problem of how to insure effective use of the medium by dealers.
Top spot agencies
Q. What ad agencies are expected to be most active in spot radio this fall?
A. These advertising agencies will be placing some of the largest schedules and heaviest dollar volumes of spot radio business:
BBDO; J. Walter Thompson; Young & Rubicam; William Esty; Benton & Bowles; N. W. Ayer; Ted Bates; SSCB; Ruthrauff & Ryan; Dancer-Fitzgerald-Sample. Especially active in the Midwest will be Chicago agencies like Arthur Meyerhoff and Foote, Cone & Belding.
96
SPONSOR