Sponsor (Sept-Dec 1957)

Record Details:

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22 no. 1 stations jli all surveys 6 am to 6 pm average share KOBY July-August' PULSE: 10,000 watts Weekdays 153, Sat.. 16.7, Sun. 17.3 averages 6 am to midnight August-Scptembei HOOPER: Weekdays 7 am-noon 18.1. noon6 pm 29.4 share of audience NIELSEN: 22,520 rating 6 am to 9 mr REPRESENTED BY PETRY K0SI 5.000 watts August-September HOOPER: 28.0 am, 29.2 pm share | une PULSE: 15 6 average share 6 am-6 pm REPRESENTED BY FORJOE WGVM in Greenville, Miss. No. 1 in both HOOPER & NIELSEN See: Dcvney & Co., Inc. MID-AMERICA BROADCASTING COMPANY Agency ad libs continued noses is twice as good as the chap with one. I douht if this is so. Even in that peculiar art form — tv. "But more destructive is our nail-biting attention to the daily and fractional meanderings of the Trendexes and the Nielsens. This absurd preoccupation makes us slaves to their numbers instead of masters of the information they provide." End of quote. What can be done to upgrade television without driving advertisers or viewers away? Seldom do we get any constructive suggestions. May I, therefore, attempt to present one? Tv with pride and pay-off Here is a suggestion calculated to help television improve the fare it provides a hungry public without programing for the eggheads alone (which some critics seem to be asking fori — and equally important— an idea that will stand up under scrutiny from the most meticulous wielder of the slide rule. It may even fit cost-per-1,000 standards dictated by the thought-leaders in Cincinnati. Sounds impossible, doesn't it? Well — read on: Suppose each network reserved one good 60-minute time-slot each night in the week (or less as a starter I . Rather than attempt to sell this spot to one advertiser on a 52-week basis or to two on a 26week alternating, offer these hours to four different advertisers. The advertisers who should find this pattern of televising attractive are (at first) those not involved in the selling of low -ticket fastturnover items. They are used to once-a-month magazine frequency. Those advertisers who feel the need for greater frequency-ofmessage rather than quality -of -telecast can maintain their half-hour shows. We are now talking to the other advertisers — those with millions of dollars in their coffers — the heavv industry people with funds either lying fallow or in competitive media. On a once-a-month basis these advertisers will have the opportunity to do good television. Their producers will have both the time and the budget to insure it. Each show can be promoted to the hilt ■ — to the public as well as to the parent organization. Each advertiser (of the four per month I can maintain his own identity. There should be no blanket-title for the four shows — nor any network promotion of the time-slot per se — just the specific opus of the specific evening. Thus a gamut of show-types each well produced and well promoted will unfold — and will. I am certain, attract large audiences. With sufficient time to come by good properties, with sufficient budget to do them well, and sufficient acumen to attract top performers, we would then have really promotable shows. We need not rely on habit to get people to tune in. Musicals, fine drama, substantial documentaries, what-have-you — they can be done with pride — as well as a payoff. Any takers? ^ gjiiiiiiiiiiiiiiiiiiiiniiiiiiiiiii iiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiii in llllliuiiniiii miiiiiiiimiiiiiiitiii iiininuiiiiiiliiii@ I I Letters to Bob Foreman are welcome Do you always agree with what Boh Foreman says in Agency ad libs? Both Bob and the editors of SPONSOR ivill be happy to receive anil print your comments. Address them to Bob Foreman, c/o SPONSOR, 40 E. 49th, New York 17, New York llllll iiiiuiiH inn iiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiniiiiiiiiiiiiiiiiiiiiiiiHiiiiiii llllinilllll iiiiiiiiiiimin mi in itiimiimi wmm& SPONSOR 23 NOVEMBER 1957