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Most tignificant ti and radio
urns oj the week with interpretation
in depth for busy readert
SPONSOR-SCOPE
10 AUGUST
C»»»rl|ht l»S7 • P0N80R PUBLICATIONS INC
This week the No. 1 question in the business was: Hoi* is national t\ spot buying shaping up for the fall?
So SPONSOR-SCOPE i<>"k a sounding among those media directors whose agencies have substantia] interests in t\ spot. Particularly included were such trend and strategy makers as Eaty's John Peace, Conipton'a Frank Kemp, and Burnett's Len Matthews. The consensus pointed to an encouraging outlook. The majority expects a picking up of tv spot toward the end of this month. OnK two of the II interviewed thought their agency's t\ spot billings would slip under lasl season's levels. From the interviews came these tips to station management:
1 ) Stations might well appraise realistically what the emergence of VBF TV as a strongly competitive network has done to the leveling out of local ratings and cost s-per-t lion sand.
2) The use of tv spot could stand a lot of simplifying in terms of buying and bookkeeping.
3) The addition of all sort* of "plans" to a station's rate Structure tends to befuddle the buyer. Tie isn't sure that he got as pood a deal as the other fellow.
4) Changing conditions should nudge stations into examining the ride which makes it mandatory for an order to take effect within 30 days. < \ sample comment on this policv: "It's a holdover from the days when there were only one or two stations in a market. Anvwav. it's not safe for anv medium to leave a $1 -million campaign lying on the shelf. Somebodv mieht come up with another idea and grab the money.")
Meantime, the brief lull in national spot radio also was over this week.
Orders and calls for availabilities had the reps hopping from agencies to teletypes and hack again.
Business included Warner-Lambert's Beautycurl. Breeze, Texaeo. Lydia Pinkham. Black Draught. Groves' Four-Way Fold Tablets. Jergens. and Pacquin's Silk & Satin Fream.
Researchers shouldn't read too much into the fact that Lever Bros, this week canceled its local rating services.
Lever's down-to-earth explanation : "If we need such information about local area problems we can get it from our agencies."
The demand for vocal names may give next season's tv network schedules the semblance of one big family, if not a stock company.
\ limited group of singers will he swinging from one sponsored show to another. Most of them will he hooked by the swap route.
Meanwhile vocalists without their own shows are zooming their fees and limiting date-.
Examples of what this rush has done to prices: (1) \ vocalist with a single hit record last season was glad to appear for ? 1.000. hut now a-ks >7.o<><). ' 2 i \ featured movie singer-dancer who rated 15,000 a shot is holding out for $55,000 for four appearances.
SPONSOR
10 AUGUST 1957