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^SPONSOR
SEPTEMBER 1958
Network radio: new light on a tougli figlit
^ Rebounding sharply after the past summer slump, nets expect a strong 4th quarter in battle for existence
^ Totals won't reach 1957's $66 million volume, but autos and other new accounts are coming in fast
Nel
let work radio, using competitive sales tactics, much critized by other branches of air media, continues its tough, tenacious fight for bigger billings and greater advertiser acceptance.
Orders now on the books indicate a strong 4th quarter which should push this year's total close to ( but not above) 1957's highly satisfactory $66 million figure. More significant, net radio has rebounded sharply after a slow spring and soft summer, caused by recession cut-backs, particularly among durables advertisers.
Without going into the sales methods and strategies which have caused deep resentments among stations and reps, here are some new facts about the network picture which are heartening network officials this fall.
• There'll be more different advertisers using net radio this year than
ever before in history, at least 10% more than in all of last year.
• Many new types of products, and netv industries are using net radio in 19.58 for the first time.
• The automotives are coming back strong — after nine months of uncertainty.
• Network radio is figuring in many new multi-media campaigns, in combination with magazines, news supplements, tv.
• Agencies are using more care, thought, and imagination in developing special commercials for net radio.
• Cost efficiency (homes per thousand I is reported better than ever.
• New media-marketing strategies are developing unusual, and productive network-local combinations.
• Stereophonic broadcasting (in combination with tv) is scheduled on
FALL 1958
Sold and unsold
ABC
1957 1958
60 50 40 30 20 10
CBS
1957
70
60 —
50 40 30 20 10
n
1958
ill
MUTUAL
1957 1958
60 50 40 30 20 10
Lt|=_bl
NBC
60
50
40
30
20
10