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A round-up of trade talks, trends and tips for admen
^ SPONSOR HEARS
16 NOVEMBER
Copyright 1957 SPONSOR PUBLICATIONS INC.
Apparently there's a bigger premium on programs than on sponsors among the networks these days:
Here's a clue to their relative importance:
The secretary for a top network executive intercommed her boss that he had two callers on the line — one a Hollywood producer and the other an advertiser.
Without a second's hesitation, she was told to put on the producer.
The ad manager for one of the giant soaps has his own formula for fair compensation for advertising agencies.
His view: An agency thoroughly competent in marketing and creative services can't make a profit on a budget below $1.4 million; so anv advertiser whose outlay fall? below that break-point should be willing to pay a fee for the difference.
Against-the-grain note: One major tv film producer is so certain that family situation comedies will be potent contenders next season that he is putting six f.s.c. scries into production.
All will be co-production deals— three each with ABC TV and CBS TV.
A report that caused much buzzing in New York admen circles this week: The eventual cost of producing the 'round-the-world Ford commercials went well over the $1 -million mark and that this exceeded the original estimate by $500,000. In any event, it's the most expensive stunt-commercial to date.
A slight case of the topsy-turvy in tv and radio station values: NTA, which bought WATV and WAAT, Newark, for $2,550,000 has put a price tag of $2 million on the radio station alone.
That's what a surprised bidder for WAAT found out when he offered a mere SI million.
Station managements might find something to chew on in a couple of divergent views expressed on Madison Avenue this week:
VIEW NO. 1 : "To get a minute announcement you usually have to buy into a feature film. But many stations are placing their commercials in such programs back-to-back. That's too much of a hazard — because it allows too much time for the audience to get relief elsewhere."
ATTITUDE NO. 2: The trend in spot tv buying is more and more toward minutes. Reps are swamped with requests for such spots.
For instance, Ted Bates found that minutes — even in fringe time — were singularly successful for Anahist.
78
.M'ONSOR
10 NOVEMBER 1957