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Among those who bought: Royal Crown Cola, Hclene Curtis and Doeskin. A. E. Staley, a new-to-radio-network client, starts on the Godfrey morning show 19 July. Eversharp has signed up for the Godfrey Digest. Dr. Scholl is a new sponsor for the 24 April-31 July period. One of the most important new radio purchases is Kraft's huy of Edgar Bergen for an hour on Sunday nights, starting in the fall. (Kraft dropped The Great Gilder sleeve on NBC Radio.)
Mutual has sold the Florida Calling show with m.c. Tom Moore to the Florida Citrus Commission. The Pan American Coffee Bureau has picked up participations in the Multi-Message Plan. Bridgeport Brass has also bought into Multi-Message. Other 1954 clients include Grand Duchess Steaks and Niagara Manufacturing and Distributing.
NBC wrapped up two clients new to network radio this year. Mytinger & Casllebury, makers of Nutrilite, a food supplement, will sponsor the Dennis Day show on Sunday afternoon. DCon Co. bought two shows on Saturday, one in the morning, Doorway to Beauty. There is a good chance that the American Dairy Association will buv Bob Hope on Thursday nights this fall. The sale of participations to Prudential and RCA amounted to $1.5 million in new business. The insurance company will start off in September, RCA this month. • • •
SPONSOR ASKS
{Continued from page 57)
FLEXIBLE BUYING CITED
By Thomas F. O'JSeil President, Mutual Broadcasting System
Flexibility is the keynote in netIwork time buyfing this fall. Othfer factors advertisers will be watching are changes in listening patterns '(where listening will increase outside the living room and out-of-doors), improved programing, intensified merchandising support and coverage other media miss.
More detailed research figures are in the offing for MBS clients. Results of
KOMA
Affiliated Management KWTV CBS
" KOMA carried the first Ford dealer's sponsorship of Edward R. Murrow on a spot sales basis.
_Btf^50L
CBS
EDGAR T. BELL
General Manager
GENE RIESEN Sales Manager
REPRESENTED BY AVERY-KNODEL, INC.
12 JULY 1954
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