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

report from networks Tetley ,t TO Rod'o NOW,.. Reprints of selected articles and features in U.S. RADIO are available in the above form. Other articles and features in U.S. Radio can be reprinted for your use at nominal cost. For complete details write — Reprints U.S. RADIO 50 West 57th Street, New York 19, N. Y. Stepped-Up Sales, Growing Affiliations Reported by Networks NBC racked up $3,800,000 in net revenue during a three-week period in August, "representing the greatest volume of business for such a short period of time since the fall of 1956," according to William K. McDaniel, vice president for network sales. Two .'32-week orders for more than SI million — by Warner Lambert Pharmaceutical Co. for .\nahist and the Mogen Da\id Wine Corp. — led the sales acti\ity. Renewals came from I.ewis-Howe Co. for linns, Brown i<: Williamson Co., Gillette .Safety Ra/or Co., Clinton Engine Corp., Morton Salt Co., A. P. Parts Co., CMC Truck Division, Lever Bros. Co., U. S. Steel Corp., Carter Products Inc. and Andrew Arkin. Also, in what NBC claims to l)e "the largest proniotioii for an antifreeze in the history of network radio," the Commercial Solvents Corp., manufacturers of Peak and Nor'way, will sponsor numerous "Star Dust" segments of Monitor. A total of 216 announcements over six weekends in .September and October, key times for antifreeze sales, will be utilized. .\ dozen otlur ordcis totaling §725,000 in net revenue were announced earlier by Mr. McDaniel. Hertz Promotion At one ruble and 10 kopeks each, post cards were mailed from the Soviet Union by Robert Trout to 1,500 Hertz Auto Rental Dealers in the U. S. The CBS promotion was designed to let the dealers know that their parent company had purchased sponsorship of Trout's evening newscast, which he will resume after his tour of Russia. Other large purchases of CBS time have been made by Miles Laboratories, American Tobacco Co. and Standard Brands Inc. Miles has renewed one news program and added another for a $1 million-plus buy, according to John Karol, vice president in charge of sales. The purchase marked the second consecutive year of network sponsorship with CBS, Mr. Karol says. Contracts with .American Tobacco and Standard Brands totalled more than itiOO.OOO in new business. Standard Brands will add a weekly quarter hour to its present sponsorship schedule and American Tobacco, for Tareyton cigarettes, picked up 1 1 frnpact segments. Other new names on the CBS sponsor list are Foster-Milburn Co., Food Specialties Inc., Cowles Magazines Inc. and Renuzit Home Products. Record ABC Month .'\BC reports the signing of 13 new athertisers in addition to two renewals and extension of sponsorshij) l)y another advertiser. With this announcement, John H. White, director of network sales, states that sales in July topped previous highs for the like month of the past five years. Six advertisers signed for Don McNeill's Breakfast Club during the month. They are: The Angostura-Wuppcrman Corp., Magla Products Inc., The Mentholatum Co., C. H. Musselman Co., Puritron Corp. and J. A. Wright k Co. Signing for news broadcasts were Cadillac Motor Car Division of General Motors Corp., Bcltone Hearing Aid Co. and the GMC Truck fc Coach Division. MBS Affiliation News 111 the second quarter, 18 stations have joined the Mutual Broadcasting System and 43 affiliates have renewed contracts, according to Armand Hammer, MBS president-chairman. Independents joining Mutual are WDOK Cleveland; WZIP Cincinnati; WTMT Louisville, Ky.; WPEG Jacksonville, Fla; W.AND Canton, O.; WLIV Livingston, Tenn.; KBLO Hot Springs, Ark.; WTAL Tenn., and WDSR Lake City, Fla. Nine others were reported previously in this column. • • • 52 U. S. RADIO September 1958