Sponsor (1956)

taul mothers. Color commercials will feature a "Lady-in-Waiting" tastefull) land expensively) rallied in high fashion maternity clothes. l>acki:round music for the commercials is from new album titled "Music foi Expectant Mothers." "Operation Impact" — Keystone's low-cost plan Keystone has come up with a new sales plan, "Operation Impact." offering saturation at what the broadcasting company calls "the lowest cost in radio histon ."' The plan uses 200 selected Keystone alliliates. Advertiser gets 15.7 million unduplicated radio homes at cost-perL000 of 32^. With 15 brand identification spots (up to 20 words) per week allotted, cost-per-announcement works out this wax : 13 weeks of 15 announcements per week on 200 stations costs $37,050 or 95^ for each spot. (On a 52-week ktsis it's 85^ per spot, i FILM Feature film headache: Who gets the cream? The question of how to get the most mileage out of feature film packages — a problem that arises out of the range in quality of films within each package —is occupy itiii the attention of stations and advertisers alike. I he problem is much more serious than in case of syndicated series where level of quality is fairK even. Sponsors interested in full-length bins rather than participations are naturally keen on culling the cream off the package without going overboard on the price paid. On the other hand, stations want to spread their cream features around so that thev are nol confined to one show or a short span ol time. One station manager said that a top-rated feature film strip needtwo top features a week to keep up the ratings. At WFIL-TV, Philadelphia, one of the four Triangle stations bought I'm Bristol-Myers (the firm will sponsor mostly MGM features with a smattering of 20th Century and RKO product I . programing executives have taken their 1,800-picture hacking and broken it down into quality categories. Each category has a set price on a per feature basis. This reportedl) rai from $500 per for run-of-the-mill prod. net to $5,000 l"i Vcadem) Ward w inners. Guild Films reports a group of veteran t\ writers have been signed to prepare si i ipts Foi ( aptain David Grief, series based on Jack London's South Sea tales. I he w i iters include \1>I>\ Mann, William Utman and Don Ettlinger. . . . Bernard L. Schubert, Inc., has grossed s25(UH)0 so far with its newest property . Ti Hauler's Digest. Schuberl expects another $350,000 in sale during the nexl Fev week-. Marking the first tie-up between Ziv T\ and a major recording firm for a theme production, the theme music of Highway Patrol has been recorded l'\ Cyril Stapleton for the London label. . . . Trans-Lux Tv Corp. announces the sale of Christmas film packages (containing lour show in a three-year lease) to eight stations. Richard Carlton, sales v. p.. experts another 20-25 station will sign before 15 Decembei . STOCK MARKET follow in stocks in air media and related held will be listed each issue h iih quotaiimi foi I ui -d.i\ this week and Tuesday the week before. Quotationsupplied bj \l<-iiill Lynch, Pierce, Fennel and Beane. 1 in-. N. i Stock .'7 Nov. 1 Dec. ' \ etc York ^ Exchi \l; l'l '. MM 168 170 + 2 \m ,, 6% :>T Va 1 BS "A" + % ( lolumbia Pi< . 18% 18% + % 1 • >. \\ i::;, 19% + % Paramount 28% + % R( \ 36 35% V* Ston i 25% 25% 20th-l ox 24 -1 Warner Bros. 'i Westin 51% r,!7 ' I . in an Stock Ext ho \ Hi. .I Vrtists 1 1 i &< Supe: 1% 1% + % CroweU 1 ollii I'j 1% :!s Du Monl 1 ab 5 t7 ' Guild Films 3 1>;: , Va \T\ 8% 8% Va PWM mm S n> Years ago Oklahomans got their news from smoke signals! Today the KRMG Newsmobile takes them to the scene of action . . . broadcasts news while it is happening. Ask your Blair man why KRMG is out in front, and the Tulsa Station for you! 740 KC 50,000 WATTS tf#/Pf& TULSA OKLAHOMA SPONSOR 8 DECEMBER L956 V)