Sponsor (May-Aug 1957)

* Montgomery's No.l (says Hooper) is WRMA Serving 200,000 Negroes Oct.-Nov. 1956 Hooper Av. share 7AM-6PM WRMA 27.6% Second station, 21.4% 'Signed oft 4:4SPM during survey Exclusive Market The only Negro station in a Central Alabama area with 53% Negro population WRMA Montgomery, Ala. i Judd Sparling, Commercial Manager Joseph Hershey McGillvra, National Representatives WWRL NEW YORK CITY C/V rVW^L 'Gregory Wheatle 305 Convent Ave. New York, N.Y. WWRL S PERSONALITIES SELL more merchandise for sponsors by: Delivering the largest NEGRO AUDIENCE for your product. . . . Supporting your schedule with a barrage of CONSUMER ADS. . . . MERCHANDISING CREWS work full time in Supermarkets and drug stores for you. . . . FREE. . . . LOW SELLING COST of 12c per thousand. . . . call or write Woodside 77, New York City Tel — DEfender 5-1600 BEST FOR NEGRO PROGRAMS FILM Station bartering of time for programing, while not a big factor in film sales, has given rise to at least one firm dealing solely in that kind of business. Name of the firm is Time Merchants. Inc., which boasts a lavish suite in New York City's Plaza Hotel and is headed by Richard Rosenblatt. Among those connected with the firm who are known in the broadcasting business are Harry Maizlish, former president of KFWB, Los Angeles, who heads up West Coast operations and William Weintraub, Jr.. in charge of the Eastern office. The firm is about nine months old and Rosenblatt claims he has orders for time from agencies and advertisers totaling no less than $10 million. Based on past performance, he said, he expects to place about 25' < of that figure. Rosenblatt describes TMI as an agent for film distributors seeking to unload time they acquired from stations in exchange for programing. He says about 75' '< of the deals are made with features and the remainder for s\ ndicated film. The TMI chief was understandablv cagey about releasing names of clients who have bought time through him but he said that one of the biggest air advertisers in the business will "test" the use of bartered time with a budget of about $50,000 during the summer — that is, the advertiser will see if the time periods he has requested can be delivered. Rosenblatt franklv admits patterning his operation after that of Mattv Fox. who sold RKO features to stations in return for time that was turned over to International Latex. Rosenblatt's deals van in nature but a 15% commission on the time placed is common. In some cases, it is understood, he buys the time from distributors and then resells it at whatever price he can get from advertisers. Is bartered time worth it? Rosenblatt maintains the advertiser can get bartered time at from 33 to 50' < of the station's earned rate, including package discounts. One of the biggest small market regional deals in recent years was pulled off bv Gross-Krasne with the sale of The 0. Henry Playhouse to Faultless Starch Co. in 42 markets. Ii\e of these areas were described as "prime" markets and the others as secondary. First airing is slated for 2 May. ' The new sale lifts the total of markets sold for the show to 187. Two king-size feature film sales have been recently announced. The MGM library has been sold to WNAC-TV, Boston, for an estimated $2 million while AAP has sold its Warner Bros, package to WREC-TV, Memphis, for a reported $1 million. FINANCIAL Following are first quarter reports for some of the major air media users. Chrysler sales rose to $1,150,723,712 as against #742.349.267 for the first (juarter of 1956. Net earnings went up 3729* to $46,545,521 as compared h. $10,905,722. General Motors sales were up to $3,076,974,030 compared to $3,064.582.957 in the first quarter of 1956. Earnings, however, were down with $261,357,742 as against $285,593,355. Westinghouse Eleetric Corp.'s recovery is noted in record sales of $475,686,000 for the first nuarter of 1957. Last vear's sales were $225,366,000. Net earnings went to $14,198,000 in contrast to the $18,575,000 loss during the same period in 1956. Loss was due to prolonged strike. Stock market quotations: Following stocks in air media and related fields are listed each issue with quotations for Tuesday this week and Tuesday the week before. Quotations supplied by Merril Lynch, Pierce, Fenner and Beane. 70 Tues. Tues. Net Stock 23 April 30 April Change \ eio York Stork Exchange AB-PT 23% 231;; + % AT&T 177 :(, 177% \\i'o 6% 6% CBS "A" 34% 34 % Columbia Pic. 17% 17-, + % 1 of u ' 19% 18% % Paramount 34 ;;■ RCA 33% 36% +3H Storer l'HTs 27% -1* JOili-Fox -2<rw 27% + 1% Warner Br<>~. ii\ 24 + % Westinghouse 59% 59' s % American Slock Exchange Ulied Artists \% 3% + M ( ',&( . Super 's ' B DuMonl Labs. •">', 5 % Guild Films 3% % \T\ 8% 8% + % SPONSOR • 4 MAI • 1957