Sponsor (Sept-Dec 1958)

THESE FOUR LEAD NET RADIO'S ALL-OUT FIGHT FOP Edwar.l J. I). (.ra.>. '.p. in chaiiif. AHL Kadio Arthur Hull Havs, president, CBS Radio Armaiid Hammer, president, MBS network programs this fall. A relatively new concept, it may open up an entirely new range of air media uses. While the four networks are agreed that these things combine to produce a healthy, even optimistic, outlook for net radio in general, each is pursuing a highly individualistic policy regarding programing and sales, and there are sharp differences in their operating philosophies and billings. ABC expects strong sales increases this fall, and goes into the 4th quarter with an entirely different program pattern than it used in 1957. Last year (see chart on previous page) ABC programed a 50-hour schedule per week, and succeeded in selling only about 10 hours of these. This year ABC has cut back its programing schedule to 25 hours, and has already sold twice as much time for the fall quarter, as it had sold by the end of 1957. Many ABC shows have already reached an SRO status, and ABC has nothing on the air without several segments sold. ABC's program philosophy in brief is to depend on news, sports and established, jtroven personalities. Negotia tions are already under way with Dick Clark and other ABC TV stars for additional programs which will be added if, says Edward J. DeGray, v. p. in charge of ABC Radio, 'the sales atmosphere'" warrants. Prospects at this time seem to be that ABC will probably schedule 5 to 10 more hours of network programing during the 1958.59 season than the 25 originally planned. CBS, long time leader in net radio billings, is facing stiff competition from NBC, and may relinquish its top spot in 1958. However, CBS reports $4 million already signed for fall business and is expecting a highly successful 1958, with more than 40 of its 65 hours of programing sold. Arthur Hull Hayes, CBS Radio president is highly optimistic about the sales surge bringing sponsors such as these to the CBS fold: R. J. Reynolds, Oldsmobile, Campbells Soup, Charles Pfjzer, Chrysler and duPont. Perhaps even more significant to the network chieftan is "new attention froin the industries' young timebuyers," little experienced before in network radio. In programing. CBS is standing finn on its conviction that "c<)ni|)lete pro grams give an advertiser the best protection." About half of CBS sales are in complete programs. CBS schedules offer the widest spread of program types, and focus on programs that require audience attention, such as drainas and news analysis. NBC, according to Matthew J. Culligan, executive v. p. in charge of the radio network, is "programing 6% more and selling 12% inore" than last year. Programing service will probably climb to 65 hours a week with 45 hours sold. NBC is claiining a 37% share of total radio net business. Among NBC's major programing innovations this year is the "Stardust" package. Quickie programs of two and one-half minutes each will be sprinkled throughout Nightline and Monitor. So far. Bob Hope has come into the plan for Buick and Bob and Ray for Lucky Strike. Fibber McGee & Molly and Paul Winchell & Jerry Mahoney are also available, and NBC hopes to get Steve Allen, Ernie Kovacs and others to tape the blurb-length entertainment. NBC's sales attitude, strongly oriented to facts-and-figures, is expressed thus by George A. Graham, director of sales ])lanning. "We don't propose to SPONSOR • 13 SEPTEMBER 1958