We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Marketing tools, trends, research data and trade tips
FILM-SCOPE
6 SEPTEMBER 1958 With 1 October starting dates just around the corner, the fall syndication
picture is beginning to take shape. At this point, it looks something like this:
(1) First-run sales are catching fire; most have achieved a 50-market minimum.
(2) Re-runs, with no set air dates, are moving more slowly. Here's a look at how some first-run product is doing thus far:
• Screen Gems' only syndicated release, Rescue 8, has contracted for 75 markets, including three eight-market regional deals.
• CNP's new show. Danger is My Business, is sold in 85 markets.
• Ziv's shows, Mackenzie's Raiders and Dial 999, have both been cut in for major regional business. Mackenzie's Raiders, with B&W and Schlitz among its multi-market sponsors, is slotted in 63 markets; Dial 999, with Pillsbury in 30 markets, is signed in a total of 81 markets.
• CBS TV Film's venture into comedy, Colonel Flack, is lined up in more than 50 markets.
• TPA's New York Confidential, with DX Sunray Oil in 62 markets, is slotted for a total of 115.
Budweiser, via D'Arcy, is expanding its original U. S. Marshall (NTA) alternateweek buy to between 80 and 90 markets, from an original 55.
The agency is currently undertaking what often is a station problem: Finding the alternate-week sponsor in all those markets.
Don't assume that being a network subsidiary means an easy entre for a syndicator into his networks affiliate stations, or even its o&o's.
CBS TV Film, especially, finds its own stations the toughest to sell this fall. Reason is obvious: the continuing pattern of early and late feature shows leaves less time for a syndicated series.
It looks like the summer sales doldrums are over for MAC and its Paramount library.
Three sales of the full library this week bring the market tally to 12, and a return of well over half of MCA's $50 million investment.
Buyers this week: KIRO-TV, Seattle-Tacoma ; KPIX, San Francisco (for a reported $4 million) ; and KHQ-TV, Spokane.
Other markets previously sold: New York, Los Angeles, Boston, Philadelphia, Washington (partial sale), Sacramento (also partially). Grand Rapids, Omaha, Guam.
Those national advertisers who have been drifting toward syndication buys are doing so primarily in the smaller markets.
Note what one top agency vice-president this week told Film-Scope: "Our clients are definitely interested in market-by-market buying and we're doing plenty of research on the subject. But so far we can't see a strong advantage in the multi-station markets."
This comment is born out by BAR's second-quarter report of national advertisers who use spot film in the top markets. Compare it with last year's second-quarter report and you'll find the list diminished considerably.
SPONSOR • 6 SEPTEMBER 1958