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SPONSOR-SCOPE continued
I In leader of the old network radio gangol a decade ago — Pel <• — *.i back in iii« fold again last week (\%ith \M<
\'i.l the implications ol the evenl were greatei than the ordei involved 1" thirt) and six-second spol announcements pel week, for
I i It was the first piece of PAG network radio business In almoal two and ;i half j ears : and
2) With P & G bai k. all hut one of the I 5 leaders ut 19 I.', .i^.iin are on the network li*ts.
Here's a quick picture of what has taken pla
' I |{|{| MM I -IM.
1948 R WK \|i\ I R I [SI R \i;( | BS MBS
Mil
1 Proctei v\ Gamble \
Sterling Drug \
I General Mill \ \
1 General Foods \ \ \
Gillette \ \
6 Miles Laboratories \
• Campbell Soup*
Lever Broa. \ \
9 I iggetl & Myers \ \ \
1" Vmerican Home \ \
M Colgate \
12 R. J. Reynolds \ \ \ \
13 Philip Morris \ \ 11 Swift \ \ 15 General Electric \ \
'Campbell Soup finds it more expedient t" use -|>"i radio because it lends itself l" the company's current i «••_: i< >na I needs in In-half of new brands.
W hat enticed P&G bark into network radio?
This was tin' background:
• Nol long ago Compton did a stud} which showed thai a segment of tin population was not being covered l»> other media t"i a particulai P&G product. So it suggested thai this hole could be plugged up with radio 'the product was Gleem).
• The next step was to determine how this best could I" done MK Radio signaled it had the answer and gol the nod.
Note this about recent network purchases: It wasn't numbers alum that clinched the deals. Numerically, Nielsen's Radio Index shows this slighth tern of h
using radio per average minute:
PERIOD 6 WU PM MON-FRI. • PM-MID SI N-SAT
Jan.-April 1957 163,000 homes 1,033,000 h
Jan.-April 1956 667,000 " « 11.2' 1,381,000 "
Julv 1057 5,184s000 10.8' (7.7
Jul) 1956 5,664,000 I 12.0' " "
So other ingredients figured in the situation — notablj impact and coverage.
When agencies look at the daytime programing techniques ol the three radio networks, the\ gel these fla»h impressions:
ABC: Gives the housewife the -ort of entertainment -he like background for her
chores and moment of relaxation.
CBS: Load "em with soap operas and tickle 'era with middle-ag spoolers. NBC: Balance the diet with drama for relaxation and music for work.
sponsor • 21 September 1957 LI