Sponsor (May-Aug 1957)

SPONSOR-SCOPE centum* Admittedly, tin schedule, rates, discounta) .mil packages available on net* »im k radio would put a commuter timetable to shame. So (Its Radio If codifying tin whole shebang into a tori of primer which will: li Explain in elementary terms the various types <>i ( lt^ radio nnita and pack* ages available and bow the) can be used most effectively. 2) Show Imms the planning of a network radio campaign in 1957 differs from the old days, and the baaici to bear in mind. \ John Kar.d. CBS Radio sales chief, put it to SPONSOR-SI OPE this week: "We've been talking glibl) in symbols about a l"t (»f new elements, so it" about time we ilowed down and reduced it all to simple equations not onlj foi the generation in the ad trade nurtured on t\. In also for the oldtimers who think of radio in terms <>f 2o yean i In the Bame vein, tin* Kata Vgencj has just turned out a "primer* on spot radio. Campbell-Ewald (for Chevrolet) showed this week it doesn'l harbor ■ peeve very long. two weeks ago, C-E reproached CBS Radio Bales lor not giving it a whack at the radio deal lord got This week Campbell-Ewald not only renewed the Chevrolet newscasts hut added two more segments — making a total of It a week. The billings will be around $32,000 gross per week For time and talent. Other new CBS Radio business: Toni (North), twenty T1^ minute drama units pei week: Dodge (Grant), five segments a week (nights and weekend) f<>r 10 weeks: Kitchens of Sara Let* i G\\\ |, weekl) quarter-hour of Godfrey; it. J. Reynolds (Esty), renewal, three weekl) five-minute segments <>f Bports; and Sleep-Eae f Milton Carlson), weekly unit of House Part) . NBC Radio's big plum hiis bringing I'epsi-Cola (K&E) back to network radio l via cosponsorship of Fibber McGee & Molly and Ray & Bob). NBC also got: R. J. Reynold?*, extension of News of the World; Dodge, half of the Monitor sports package; No-Doze (Sidney Garfield). 10 weeks of News of the World: and RCA < K\K I . thirteen weeks of Monitor. This may Ik* an omen of big tidings for radio: \ network radio sales executive in recent visits to P&G and Campbell Soup found them as wide-eyed as kids at the circus. Said the network official to SPONSOR-SCOPE this week: "I was amazed at the interest and questioning, as compared, say, to only six months ago." There max be a note of encouragement in all this for BBDO, particularly. It's been trying to nudge Campbell hack to radio for several months. This weeks status report on Professor A. W. Prey's study on advertising-agenc] media relations and compensation: Ad managers throughout the country are faced with filling out a 12-page questionnaire mailed by Frey. Purpose of the 55-questions qui/: Supplement tbe data that Fre> i gathering for tbe VN \ through personal interviews. Note: The signature of the answering ad manager is optional. P&G this week dished out heavy orders for spot tv. But it"* interesting to note how some reps looked the gift horse in the mouth. Even though contracts were issued on a 52-week basis, these reps posted the business on the basis of 1 3 weeks. If the reps" behavior implies skepticism, it's because of P&G's record in the past year: Issuing heftv 52-week schedules and then watering them down with sudden floods of cancellations. Said one rep: "No P&G cancellation is going to catch me again on ("loud 7." SPONSOR • 8 JUNE 1957 11