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Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
20 DECEMBER 1958 All's well with R. J. Reynolds and spot radio: Esty this week advised station reps
c«nriQht i»M that Reynolds was renewing contracts to cover 1959.
SPONSOR Renewals are for 52 weeks — which makes the account one of the golden citizens of spot
PUBLICATIONS INC. radio. Estimated expenditure: about $5 million a year.
Another one for the bewailers of tv's "deterioration" to chew on: NBC TV has committed itself for $1 million on two specials it hasn't even begun to sell.
They are: Mary Martin ($525,000 gross) and Lawrence Olivier in Moon and Six
pence ($550,000 gross). The Olivier show will be finished shortly on tape.
Pat Weaver erupted back into trade talk this week.
Core of the speculation : The one-time NBC chief executive, progenitor of the tv special, etc., is moving into McCann-Erickson as a consultant.
Corollary thinking: The time is not far off when the $6-7-million Kaiser account will leave Y&R to come under "Weaver's personal wing at McC-E — a la the participation deal Terry Clyne got when he delivered the Bulova account to the same agency.
That Beep-Beep phonograph record— whose comedy lyrics star a Cadillac and a Nash Rambler— could turn out a costly item for radio stations: Mercury, via K&E, has already threatened to cancel any station that plays the Beep-Beep tune within earshot of a Mercury commercial.
The warning was issued last week on K&E stationery. There's a good possibility that a similar order to desist will come from JWT in behalf of Ford.
Agency marketers and planners have completed their initial survey of 1959 horizons. Here are some of the trends and phenomena they envision :
A new party line is spreading among top-ranking national advertisers that's going to make it tougher for the competitors of tv next year — and that includes radio.
These leaders are telling their sales organizations and dealers that their new plans will put most promotional stress on the medium with bigtime status and inherent glamour and prestige.
In the bid for shelf and floor space, they're bent on associating a product's image with the twin halo of the medium itself as well as its sales power.
This thinking obviously puts a heavy premium on the psychological impact a campaign will have on the sales force and the retailer.
To recall the past year's (1958) fashionable approach: The talk was of low-cost mass media and millions of impressions.
Marketingmen and agency planners additionally see tv entering the competitive lists for 1959 with a major asset it didn't have until recently: flexibility.
Here's how that's been brought about: (1) Shortterm contracts on the networks; (2) the elimination of the must-buy rule on CBS TV; (3) added ways to spread the risk on the networks; and (4) individual station plans that make participation all over the schedule easy and materially reduce the cost-per-tbousand.
SPONSOR • 20 DECEMBER 1958