Sponsor (May-Aug 1957)

keep the station lineups they've got and add to them. • Stations stand to make more mone] from the networks as n<w contra) i are written and old ones i<-\ ised. The perennial clearance problem is easing. • rime o>-i in the advertiser remain pretrj much the Bame although daytime periods are destined For earl] hike-. Nighttime charges «ill be opped just a soon a programs and audiences dv\ elop. • I In network pitchmen are making sales gains bj adding Hair and imagination to (lie routine and mundane statistics and research. Q. How are the individual networks changing? A. the network showing the feasl change in basic approaches is CBS because it has been in top-dog position for years. Its dollar volume is higher than thai of am other network, its management ha fluctuated less, its strong daytime program block has bolBtered its total sales. I he shifts and turns at the Other networks involve every concept basic to networking. The other nets have been in serious trouble for the past feu years, and they're just now beginning to see over the edge. \t American, Robert Eastman, the new president, heads an executive lineup which has been completely reshuffled. He's a '"station" man because of his man] years as an executive with John Blair \ Co. station representatives. He's hiring his top executives from some of the countrv most suci essful station operations and he's hitting hard on the concept of a network adopting a local point of view and sen icing it station affiliates. He's blueprinting a plan whereb] American will feed live music and news to its affiliates to conform to the high local tune-in to shows of this kind. He plans to chop ofT a lot of dramatic programing now on the air, replacing it with live music and news Bhows which introduce high-appeal personalities. \t Columbia. John Karol takes an opposing view. He thinks therell be a much bigger variety in programing as more advertiser dollars become available. He wants to experiment with "lively kinds of showmanship/' and nighttime will be one of his first targets. Programing pays off, is the way Karol puts it. Why? Because Nielsen figures, h how a I week audiem e measure ol network and independent stations (some L'.Tmi ol them, u itb the \\ est < oasl omitted I show CBS u lib affiliation al 7' the stations but a share oi audiei i Mutual has bad the most radii il shuffle. Ii i hi network opei iting costs to the b •. revamped station i ontrai ts b] eliminating ill option time and i ai i ied the bartei bj Btem to an extn It bartei ing is simple: the network gives the Btation an on the houi fiveminute newsi asl in ex< han re foi tin itation giving the network tn< minutes on the half-houi I he station keeps iihoui revenues; tl rk retain half-horn revet m I u k Pooj president "f Mutual ibi give* MBS id "id'. In in red lineup in network radio. I i .s..i k . Uenl ■ leai mi e before the k hedule is placed taothei ad work programing which supplemi the I"' al -< hedule and gives thi si it more dollars m ill inei itablj attrai i ■ I liu \ll> and Vmerii an stand in =4* m WKLO LOUISVILLE j>P IL HERE ENTUCKIANA ISTENS LOUISVILLE'S Best AIR SALESMEN FOR RESULTS . N 1080 KC Programs and People That Produce JACK BENDT DAVE BROCKMAN GINGER CALLAHAN PAUL COWLEY TOMMIE DOWNS JOHN FRAIM WILSON HATCHER BOB HENRY RED KIRK JIMMIE LOGSDON Represented by |ohn Blair & Company JULY 1957 173