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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
13 DECEMBER 1958
Copyright 1958
SPONSOR
PUBLICATIONS INC.
NBC TV hadn't decided at SPONSOR-SCOPE's press time when and how it would counter CBS TV's action in terminating the must-buy station concept.
CBS TV's closed circuit message to affiliates on the details of the plan that will replace the must-buy rule was put off until Friday (12). In effect, this gave NBC TV that much added time to figure out how it was going to meet the decisive switch in network selling.
You can be sure of this, however: NBC TV this week will officially announce either 1) that is it studying the matter, or 2) its own version of a substitute plan for the mustbuy requirement.
Meantime CBS TV vigorously denies that its announcement is being postponed bo that the eventual plan can be made more palatable Jo its affiliates, or that the network had been showered with protests from member stations.
(See article on page 30 for more details.)
Look for Ford to lead the Detroit pack in stepping up advertising activity.
Meetings at the factory this week pointed to heavy spending immediately after the first of the year in all media.
Meantime rep organizations keep pounding away with presentations in behalf of spot at both the agency and plant level.
Irving Schweiger, Chicago market research specialist, predicts that new auto sales in 1959 will reverse the downtrend of the past several years and hit about 5.5 million units. The record year was 1955, with 7.2 million. He also expects consumer spending for durables in 1959 to run 15% ahead of 1958.
Leaders in national spot radio have begun to face up to the uncertainties confronting that medium and do some serious soul-searching on ways to improve the situation. On this and the following pages are eevaral items spotlighting various facets of the
problem :
FACET NO. 1: Take it from the old hands on Madison Avenue, there's nothing wrong with the state of national spot radio that can't be remedied by serious selfanalysis and inventory on the part of the sellers.
As these media experts see it, the job primarily is one of marketing reevaluations.
Angles that sellers might find worth considering are these:
• Are rate cards so set up — since the 52-week national advertiser has become pretty much of a rarity — that a practitioner of intensity buying (flight saturation) has enough inducement to come back frequently? In other words, is the apple being shined up with something in addition to the frequency discount?
• What has the station got in the way of hot personalities of interest to the buyingage woman?
• Are stations missing the boat by failing to show that, despite all the myths about teen-age listening, they're still a powerful influence in the adult community?
• Since this is a business that goes by the adage of what have you done for me lately, have radio stations overlooked the necessity for periodically rekindling in buyers an economic and emotional urgency about the medium?
(For a detailed analysis and status report on national spot radio, see page 25.)
SPONSOR • 13 DECEMBER 1958