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fart that business is good. \\ ith the bigger-than-ever spot radio business and the still-high costs of TV, more and more advertisers have been bankrolling transcribed shows. There is a new trend, noted over the past year especialh by the Harry S. Goodman and Charles Michelson organizations, toward multi-sponsorship of transcribed programs rather than single sponsorships. This reflects tightening of radios belt on the local level.
Business is up 21', since last year, reports the Frederic W. Ziv Co. which continues to produce transcribed shows
on a lavish scale and surrround them with merchandising and showmanship. Last January it re-issued its Guy Lombardo show in a big promotional splash involving the giving away of fistfuls of Gruen watches to winners of a "Mystery Melody" contest. Just a few weeks ago, Ziv put a new drama show, Movietoivn Radio Theatre, on sale and at presstime had already sold it to over 250 stations. Ziv will announce a new show shortly which, it states, is to be "the largest ever produced" by the company.
The 450 sponsors who used the
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ABOUT ROCHESTER
IN ROCHESTER Pulse surveys and rates the 422 weekly quarter-hour periods that WHEC is on the air. Here's the latest score:
STATION STATION STATION STATION STATION
WHEC B C D E
FIRSTS 267
TIES
32
103 30
12
1
STATION
F
Station on 'til iumtt only
WHEC carries ALL of the "top ten" daytime shows! WHEC carries SIX of the "top ten" evening shows!
LATEST PULSE REPORT BEFORE CLOSING TIME BUY WHERE THEY'RE LISTENING:
WHEC
■MMMbwc EVERETT-McKINNEY, Inc. N«w York, CMcooo, LEE F. O'CONNEll CO.. Lo< Ang«(ei, San Francisco
eJ&l
NEW YORK 5,000 WATTS
syndicated shows produced by RCA Recorded Program Services the first six months of 1953 represent a 20' '< increase over the same period last year, according to A. B. Sambrook. manager ol the division. In TV markets, the use of RCA transcribed radio shows has dropped off, temporarily, the companj feels, with the high costs of video restoring demands for low-cost syndicated programs on radio. The number of stations using RCA shows is 1(1' I over 1952; Sambrook forecasts a 25'; increase in dollar volume the last half of 1953.
Everett Goodman of the Harry S. Goodman organization states that the number of stations using their shows has risen at least 10'; over last year. "We are selling a lot more shows to radio stations today than ever before in our history." he savs. "Not only are more stations buying from us. but the unit sales have also risen: Where we used to sell one show to a station, we new sell five or six. Though our dollar volume is only slightlv higher than last year, our contract volume is wa\ up due to more sales at lower prices, mostly in TV markets."
The stations in turn, states Goodman, are selling the shows to more advertisers than ever before, but are increasingly allowing multiple sponsorship of the program-.
Goodman has worked out a special sales package plan for advertisers called "Operation Buckshot" which enables national or regional advertisers to buy any one or more of 11 transcribed shows for multi-market use at a much lower cost than prev iouslv l for details, see "cost" question below 1.
Charles Michelson says that business has increased over 30^ since last year; the firm's production budget, however, has decreased.
The trend toward the selling of transcribed programs to several participating local sponsors by stations has been noted by Michelson, too. Stations are selling as many as five participating announcements on a halfhour program, he reports: three oneminute pitches — opening, middle, and closing: and two announcements before the opening and after the closing commercials.
Ziv. on the other hand, has not noted any special trend toward multiple sponsorship of its shows, but there may be some indication of another trend in its report that more than 70 of the 250 sales so far of Movietoivn Radio The
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