Sponsor (July-Dec 1955)

if there's a noticeable pay ofl foi NC&K. Editor's note: \ sign "I progress in the making is the reporter's inadvertent bestowal <>f initials on the ap'iH'N . a l"i in "i abbre\ iadon w bal ii usuall) 5 ears in coming, i .'{. Will tin' long slum he a permanent fixture'/ Wherever tlir cognoscenti gathered at the beginning of last season, ii was -.ml thai the Bpectaculars were built with color i\ in mind. The assumption was thai NBC wanted to light a fire under color television, ami as a result decided to turn to Broadway -length shows. Hie poop had well thai NBC sought to dominate the audience, and leave gaps in the Nielsen pocket piece where the other networks used to live. I he spectaculars have become established to the point where CBS has allied it own 90-minute series simplj nise even at ratings which are onl) good rather than stupendous spectaculars have something certain idvertisers want: namel) conversation value, merchandisabilit\ to dealers. stature over and beyond their circulation. \\ bat remains to be seen is (a) ATTENTION, RADIO SPONSORS NOW YOU CAN REACH THAT BIG RICH CHICAGO BILLION DOLLAR NEGRO MARKET 721 500 LATEST FIGURES "JAM WITH SAM" The disk jockey show that is the talk of the toxen Mondav Thru Saturday — 9:30P.M.-12:00M. WGES^S.000 Watts — 1390 Kc. PARTIAL LIST OF SPONSORS ARMOUR — Carnation — Coca-Cola Ebony Magazine — Illinois Hell Telephone — Lucky Strike Miller High Life WRITE, WIRE OR PHONE FOR AVAILABILITIES SAM EVANS PRODUCTIONS 203 N. Wabash Ave., Chicago, III. Phone Dearborn 2-0664 m bethei ihi stature m ill carrj through a season in w hi< h the spe< ta< ulai be« • mum' a frequent part of the s< hedule ami (b) w bethei the automotivea w hi< h have been the majoi supporters ol the spei t.i' ulars • an < ontinue to sell cars at a i ate which en< oui ages ex> ti.n aganza ad> ei tisin \\ liai.\ ei the Future of the I shows, there Beems little question among adi ertisei and agen< iea thai the half-hour Formal will remain a staple on networks toi man) seasons in come. Most types of products, admen poinl nut. h ill alwa) depend on regular advertising impressions which a client can get 1 1 ona a half-how -h<>w of his own, and which the COSl <>f spectaculars make prohibitive. /. W ill the big-money quia cycle develop ami last? The sen mil Lou Cowan big-monej show, Big Surprise, premiered on NBC just prior to SPONSOR'S presstime. Capsule comment from sponsor: Slick reshaping of the $64,000 Question elements a hi Ii I son-Todman's multiple variations on the original B hat's My Line? format lint what work with a low-kej panel programing may not work with emotional-appeal programing like the bigmone\ quiz. In an apparent attempt to build the money excitement quickly, the m.c. on Big Surprise twice told contestants in the premiere show that he "was sure they could win the $100,000." if they came back to tr\ again. It remains to be seen whether newspaper editors will give the second round of suspense stories the same continuing play as was accorded $64,000 Question. Missing, too, from Big Surprise is the natural story quality of paradox: in other words, the switch: the shoemaker who knows opera, the cop who knows Shakespeare. Big Surprise contestants start out answering questions about their own past, a subject they should know. Too. Big Surprise is an early-evening program i Saturday 7:30 to 8:00) contrasted with $64,000 Question on Tuesday night at 10. If the show overcomes these obstacles, it will encourage other imitators; there's no patent on giving nice people money. It could, moreover, help the Perry Como Show with its audience carryover. However, on its opening night, Big Surprise scored a mere 11.5 against Beat the Clock's 20.4 on CBS. Whether Big Surprise pulls well or not, $64,000 Question's future could be fit POWER LUMBER rV!'*> AGRICULTURE I Tht •fob N °rth " Sth ■°unf u/0f So/c, *Ojf on. 5TjC. Sth >th th }95S y Ma ^ e P, "cifi, 9or M 4<y 'Sto 955. for *cr* «nd "» Pop. Xeta,i }"Wn0 M s O, "of; °"o/ C BS K*d*o 5.000 WATrS-l280KC EUGENE. OREGON WANT MOR£ FACTS ? -co/vrAcr tvssp e co. liiiCe 1/tei<M IN THE LAND OF MILK ANDl*ONEY THE ONLY CBS PROGRAMMING AVAILABLE TO A MILLION NICE PEOPLE! From 7 A.M. to 1 A.M. Yep! Bigger'n Baltimore! HAYDN R EVANS. Gei Mfr • WEED TV. -t: 17 OCTOBER 1955 117