Sponsor (Jan-June 1953)

fully motored, low-price jobs put out by the Big Three. By this strategy, Willys-Overland removes itself, for the time being, at least, from the horsepower race, which nobody admits to, but which is evident even to the consumer's naked eye. At the same time, \\ illys-Overland is hedging with a 90 horsepower (its basic motor is 75 hp.) F-head engine, the only one of its type being built for American passenger cars. Finally, Canaday is also betting that Americans will go for a car that is stylish without sporting a toothy, chromium grille. The AeroWillys will probably get for itself a nice chunk of the 5,000,000 cars expected to be sold this year. • • • Your Pre-publication Offer 22 TELEVISION TALKS transcribed from the BMI TV CLINICS An important book covering many vital phases of TV '"know-how," from programming and film use to operations. Offered to TV, radio and allied industries at the cost of transcribing and printing. Pre-publication price: $3.60 postpaid The twenty-two subjects embrace all important aspects of television programming. The book is a practical symposium of TV data by men of wide experience and recognized pioneers in television. In addition, a good portion of its more than 250 pages is devoted to condensed transcripts of the Question and Answer sessions of the Clinics. These intense general discussions by the broadcasters attending the Clinics raised such TV topics as how to make use of films . . . hoiv to cut costs . . . lioiv to build or remodel a plant . . . how to maintain public service . . . how to hold an audience ... and how to direct the Includes Chapters by BENNETT LARSEN-WPIX, New York ROBERT D. SWEZEY-WDSU-TV, New Orleans CHARLES F. HOLDEN-ABC-TV, New York RODGER CLIPP-ABC-TV, Philadelphia TED COTT-WNBT, New York A. DONOVAN FAUST-WDTV, Pittsburgh JOEL CHASEMAN-WAAM, Baltimore PHILIP G. LASKY-KPIX, San Francisco PAUL ADANTI-WHEN, Syracuse RALPH BURGIN-WNBW, Washington A. A. SCHECTER-NBC-TV, New York GEORGE HEINEMANN-WNBQ-TV-NBC BRUCE WALLACE-WTMJ, Milwaukee WALTER PREST0N-WBKB, Chicago JAY FARAGHAN-WGN-TV, Chicago HAROLD LUND-WDTV, Pittsburgh WALT EMERSON-WENR-TV, Chicago KLAUS LANSBERG-KTLA, Hollywood ROBERT PURCELL-KTTV, Hollywood GEORGE M0SC0VICS-KNXT, Hollywood DONN TATUM-ABC-TV, Hollywood JOE COFFIN KLAC-TV, Hollywood Foreword by PAULA. WALKER, FCC Chairman Luncheon talk by GOVERNOR EARL WARREN of California other TV operations. To make sure you receive your copy of "Twenty-Two Television Talks immediately after publication, place your order now. Broadcast Music Inc. 580 FIFTH AVENUE • NEW YORK 36, N. Y. NEW YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL RADIO BILLINGS {Continued from page 33) dio's Pyramid, NBC's Tandem, MBS's Multi-Message, and CBS's Power. Operating more on an insertion basis than on the long-term contracts of the 1940's, they have attracted many nonbroadcast-users plus many advertising clients who are regular users of spot radio. As sponsor went to press, CBS was putting the final touches on yet another of the participation deals, called Checkerboard Plan. In this plan, rotating advertisers will skip around between three network shows on a fullsponsorship basis on any one night. 2. Pricing changes: Although many a station has cried a vehement "foul!" (particularly radio outlets in non-TV or new TV markets) radio networks since 1948 have faced the practical fact that their average ratings and audiences have dropped off at night. Reason: the influx of television. Proof: A. C. Nielsen figures, which show the average nighttime rating in late November 1949 to be 9.8 and in late November 1952 to be 5.4. In terms of homes (due to growth of U.S. radio homes, the drop is less abrupt in actuality I that's about 3,849,000 homes in 1949 vs. 2,368,000 for the 1952 period. Daytime is off much less — but it is off. Result: Last season, NBC and CBS cut their radio rates, with the nighttime cuts being about 20%. MBS and ABC, while leaving the rate cards alone, juggled the discount structures so that advertisers get about the same reduction. Latest move in this area is being made currently by Mutual. The net has just worked out a discount deal whereby nighttime network advertisers will get 50% off the rates in areas where Mutual net stations compete with TV. 3. Added features: In addition to the new sales formulas and lower prices, many other network innovations or gimmicks have boosted advertisers interest in radio. Three of the major radio networks are engaged, in varying degrees, in merchandising plans, which tie the network advertising messages to point-of-purehase. All of the big radio webs are accepting more extensive cut-in arrangements, more regional-only network shows, and are selling junior-sized networks to advertisers with special marketing problems. The plans don't end here. Every network has a series of new tricks up its sleeve, 80 SPONSOR