U. S. Radio (Oct 1957-Dec 1958)

* U.S. RADIO for the buyers and sellers of radio advertising An indispensable fool for sharpening the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO ADVERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK report from networks ABN's New Schedule; 'Monitor' Renewal; Mutual Activity ABN has as part of its j)ic\ iously announced plans revised its li\e Mondaytlirough-Friday programmin}^ schedule on the recommendations of its AfTilintes AtKisory lioard. On March 3 the Jim Ihukus Show swittiied from its 2 to 3 p.m. slot to a 10 to 10:55 a.m. spot following the liirtikfast Clitb. .\lso moving was the Mm' Grifjin Slion' from 7:15-8:55 p.m. to 1-2:55 p.m. The Herb O.sKir Aiulcrsou Slum' was (lro|)i)ed. i)ut its star has been retained .IS "anchor man" for a new 7:15 to 8:55 p.m. nuisicai show presentini^ local talent from .\BN's affiliates. On the business side, new billing^ at American include General .Mills' cosponsorsiiip of 10 Wcckoid Xcirs broadcists for Cheerios starting March 22. R. I Reynolds Tobacco Co., for Camel .111(1 \\ inston cigarettes, renewed its cosponsorship of Weekend Xews for 18 weeks effective March 29. 1 wo affiliates ha\e joined the ABN lineup. They are RSVVI Council Bluffs, la., and WMFT VVilliamsport. Pa. 'Monitor' Renewal Nortii American \'an fJnes fnc. has renewed sponsorshi]) of its .Alex Dreicr segments on NBC Radio's Monitor for 52 weeks. The company will present a new theme — a series of salutes to major industrial fields. Each weekly tribute will be aired concurrent with an industry's annual convention or trade exhibition. NBC has signed an affiliation agreement with VVEZE Boston. Ad Men Hear Karol John Karol, CBS Radio vice president, told the Oregon Advertising Club last month that "as it becomes necessary to reach people more often at an affordable cost, you will find that radio c;in play an increasingh important part in your achertising plans." He emphasized that the "type of program" is an important factor in successful radio achertising. "Perhaps we have been putting too miuh stress on how many |)eople we reach and too little emphasis on what kind ol jjcople they are. "One of radio's most powerful features," he added, "is the fact that it allows the a<lvertiser to match his message to the mood of the |)rogram. There's a lot more 'sell' available for the advertiser who capitalizes on the framework of the program in which he is |)lacing his message." .\mong other c!e\elopments at C^BS is ilie announcement that on March 28 Harvard College, in a special undertaking, will sponsor a special network show of entertainment and information designed "lo ])romote tlie advancement ol liberal education." In billings, O'Brien i'aints will place a campaign on the CBS "Impact" shows during the spring and fall. Mutual Affiliates Two new alliliatcs l)a\e been added to the Mutual Broadcasting System: WHOO Orlando, Fla., and WAKU Latrobe. Pa. .\ccording to (;harles King, station relations director. Mutual is now negotiating with 17 other stations regarding affiliation with the network. Afutual's Game of llie Day ijaseball broadcasts will resume for their ninth year on March 29 with the Chicago White Sox-New York Yankee game from St. Petersburg, Fla. I his will mark the debut of Bob Feller, former Cleveland Indians' pitching great, as a play-by-play broadcaster. "It will be his initial assignment before our microphones," says Norman Baer, network news and sports director. Mr. Feller will devote his full time to Mutual as a sportscaster. • • • 48 U. S. RADIO March 1958