We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
pof£
lO
iPOHS
O**
29
^psu®
fi^95'
Overlap study preceded P&C buy
New form of I.D. saves money
Continental likes radio mail pull
Kobak not in on report, ARF says
Among factors P&G considered in bu/ing into alternate-week sponsorship of 4 nighttime tv shows was dsgree to which audience overlapped. A. C. Nielsen ran special tabulations to calculate unduplicated viewing. All 4 shows are "family appeal," hence concern with excess duplication. Shows are "This Is Your Life," NBC TV and 3 CBS TV situation comedies: "I Love Lucy," "Topper," "My Favorite Husband." (See discussion of alternate-week sponsorship, Sponsor Asks, page 90, 1 November, 1954.)
-SR
New SRA standard for full-screen, 8-second I.D. was seen winning quick acceptance from stations. All 60 stations replying to SRA letter in first week agreed to full-screen I.D.'s in addition to previous three-quarter screen shared I.D.'s. Some holdouts expected, however. SRA will give list showing form of I.D. stations accept to film producers. Then when agency sends producer market list for I.D. campaign, producer will know automatically how many of each type I.D. to prepare. New I.D. saves money, since inserting call letters at $50 and up each is eliminated.
-SR
"Make Up Your Mind," daily CBS Radio program at 11:30-11:45 a.m., pulls 9,000 letters weekly. That's close to half million yearly. Listeners are urged to write in with questions for discussion and flow of letters is steady. Client: Continental Baking Co. Agency: Ted Bates. Continental regards mail pull as good evidence of radio impact.
-SR
Ed Kobak, president of ARF, is individual referred to this page last issue, as having figured in C. E. Hooper complaint that ARF officers had connection with both forthcoming report on audience measurement and a rating firm. Kobak is consultant to A. C. Nielsen. But ARF points out Ed Kobak specifically disassociated himself from audience measurement study to degree he won't see it till publication. ARF says Hooper knew this was case when he made charge.
Average weekly cost of quarter-hour five-a-week radio news shows is $3,694
The nine sponsored quarter-hour across-the-board news programs in nighttime network radio range in cost from $1,000 weekly (for John Vandercook on ABC Radio) to $7,250 a week (for Lowell Thomas on CBS). Six of the programs are priced at $3,000 or less (aside from Vandercook, two come in at $1,500, two at $3,000, one at $2,250). Gabriel Heatter sells at $1,500 per quarter hour segment. Average weekly cost on all the shows comes to $3,694.
Sample listing of a half-dozen news shows with program costs appears at right. A complete roster of all shows on the four radio networks along with costs, sponsor, agency, number of stations carrying each, appears in the Radio Comparagraph on page 79.
Lowell Thomas $7,250
Edward R, Murrow 6,250
Morgan Beatty 3.000
Allan Jackson 2,250
Harry Flannery 1,500
John Vandercook 1,000
SPONSOR York 17. P
Volume 8. No. 24. 20 November 1934. Published biweekly by SPONSOR Publication*. Inc. Executive. Editorial, Advertising. Circulation Offices, 49 B. 49th St.. N»W rlnted at 3110 Elm Ave.. Baltimore. Md $s a year In U.S. $9 elsewhere. Entered as second nass matter 29 Jan. liHK at ISa.uwore posiofBce under Act of 3 Mar 1»7»