Variety (Oct 1947)

Wednesday, October 22, 1947 RAMO 29 WHODUNITS HIT ALL-TIME HIGH Quietus Before the 'Hiatus' Now that the first 13-week cycle has started rolling, « quietus has settled over the agencies. Sponsors and agency execs are sitting back, more tense than relaxed, waiting to see where the Hoopers fall. But come December and the inevitable tallying up period, and there'll be the usual spurt of activity with replacements and cancel- lation of shows that couldn't make it. , At the moment, the boys trying to peddle packages to agencies, can't get to first base. Nobody's interested. And when interest does perk up, price will obviously be a strong factor. Around the agencies they're no longer talking In terms of $10,000-$12.000 packages. With but few exceptions, such as the new "Ford Theatre," Al Jolson's ''Kraft Music Hall," and the perennial top personalities, the trend in prices is definitely downward. Too many sponsors have been finding out too frequently that moderately-budgeted shows are paying off, on a per point basis, more consistently than many of the top-budgeted' airers. CBS Closes $1,000,000 Deal For Fletcher Wiley's 'Assembly Line' STILL THE BEST CBS last week closed its deal with* Fletcher Wiley, at a reported $1,000,000. to take bver the latter's lucrative packaging operations, in- cluding the Housewives' Protective League and Galen Drake, effective next Saturday (25). Wiley will stay with the setup as general manager, at an undisclosed salary figure, with his whole operation becoming a separate division of the network under supervision of J. Kelly Smith, director of station relations. Wiley will headquarter in Hollywood. Deal gives CBS an "assembly lino" of early-mornin'g and after- CBS On ABC CBS' absorption of Fletcher Wiley's programming operations brings about a paradox. Galen Drake, Wiley's gabber in N. Y., also does a program on the ABC network sponsored by Kellogg. Monday through Fri- • day, 11:30-11:45 a.m., over 204 stations. Show is unaffected by Wiley's deal—except that it now be- comes a CBS production. noon sessions in five major markets which are believed to have total gross billings of around $1,500,000 annually. Gabbers handling the Wiley-produced "Sunrise Salute" and Housewives' Protective League" stanzas and the stations airing them- are: Burritt Wheeler, KNX (CBS-owned), Los Angeles; Paul Gibson, WBBM (CBS-owned), Chicago; Lee Adams, KMOX (CBS- owned), St. Louis; Lewis Martin, KQW (CBS affiliate), San Francisco, and Galen Drake, WJZ (ABC- owned;, New York. All will remain (Continued on page 42) Bullseye Misses American Tobacco Co. doesn't care one way or the other any- more whether its Lucky Strike audiences keep their eyes on the red bullseye. For the bong-bong 'conitnercial on the Jack Benny, Jack Paar and "Hit Parade" shows, which many conceded even out-irritated the trip- hammered LS/MFT technique, is getting the heave-ho this week. For several weeks American Tobacco experimented with a bass drum, then passed it up for the bull's eye. What goes in as replacement, if anything, is being kept under wraps. Trade Waits For Sleeping Detroit Sector to Waken Billy Rose Irked By 'Blackie' Snarl Failure of Mutual network and WOR. its New York flagship station, to clear the 8:55-9 p.m. Wednesday night period for the cross-the-board Billy Rose program sponsored by Kreml created something of a problem for the station and the web. Erwin Wasey agency, which ne- gotiated the Kreml deal and gave Mutual six weeks in which to clear the time, wasn't particularly happy over the fact that WOR was obliged to put Rose on at 11:30 last Wednes- day, even though it was done on a cuff o basis. *> Stumbling block is the "Boston Blackie" show which occupies the 8:30-9 Wednesday slot on WOR. (Show is a Fred Ziv transcription for markets outside of New York, but is done live on WOR). To clear the five-minute segment for Rose would necessitate cutting down "Blackie" to 25 minutes or moving it . to another time period. And that's where the rub comes in, for "Blackie" is one of the top- rated shows on the WOR schedule, and it's a case of risking the antag- onism of "Blackie's" sponsor, R & H Beer, or Rose, who is particularly insistent about having clear sailing five nights a week in the New York area, where he has his biggest fol- lowing. Detroit, Oct. 21. The network and station reps who make this town the seat of their sales operations in the central states are still standing by waiting for those heavy industries, particularly the automotive, to open up with some of that once heavy business. At the moment they see no crack of light in the radio dusk that befell their territory- with the war, but there is that pervasive hope of a switch in buyer-seller roles in the not too dis- tant future when the heavy indus- tries will have to go after customers. All the webs but NBC still main- tain offices here. There was a time when the network billings out of Detroit Were well over the $15,000.- 000 mark and Chevrolet, perhaps the biggest single-brand spot user at all time, carried on its debit accounts anywhere from 385 to 435 stations for five 15-miimte programs a week. For both network and station reps this client remains the most hoped- for prize, one that would again, if it eventuates, come out of the Campbell-Ewald agency. Other automotive*, if they were to resume, (Continued on page 42) In a season when the controversy over mystery-crime shows on the four networks will probably hit its peak, in the wake of widespread criticisms and NBC's retaliation by relegating them to a post-9:30 p.m. period, there are currently 42 ot the whodunit-adventure sagas riding the coast-to-coast kilocycles. That's an all-time high. As of last week there were 43, with Philip, Morris' "Crime Doctor" on CBS bowing off last Sunday (19). Of the 42 shows, all but 13 of them are sponsored, which in itselt is in- dicative of the growing awareness among radio's bankrollers of their impact on audiences and the fact that, in terms of modest-budgeted programming, nothing better has as yet projected itself as Hooperating "stealers." With but a few major exceptions, they're within the $3,000- $5,000 weekly bracket, with a num- ber of them far out-Hoopering the competition from other networks. NBC is sticking to its three, all commercials — "Mr. District At- torney," which for years has paid off. with a Top 15 rating; "Big Story" and "Molle Mystery Theatre." CBS has the largest number of whodunit commercials—12 of 'em, with not a single sustainer. Colum- bia's roster includes "Crime Photog- rapher." "Big Town-." "Mr. and Mrs. North," "Inner Sanctum." "Thin Man," "The Whistler," "Perry Ma- son," "Suspense," "Mr. Keen." "Sam Spade," "Man Called X" and "FBI in Peace and War." • Mutual has six bankrolled who- dunits and nine getting a sustaining ride. Those bringing in revenue to the network are "True Detective Mysteries," "The Shadow," "Nick Carter," "CharHe Chan," "Sherlock Holmes" and "Song of the Stranger." Sustainers include "Quiet Please." "Did Justice Triumph?," "Mysterious Traveler," "Scotland Yard," "Of ficial Detective," "Crime Club,' "Song of the Stranger," "No. 7 Front Street" and "Scarlet Queen." ABC has eight on the commercial schedule and four sustainers. Bank- rolled shows include "Counterspy," "Green Hornet," "Fat Man," "This Is Your FBI," "The Sheriff," "Fa- mous Jury Trials," "Gangbusters" and "Murder and Mr. Malone." The non- commercial airers are "Treasury Agent," "Adventures of Bill Lance," "The Clock" and "I Deal in Crime." CBS Spending Up to $2,000 For Film Stars on Sustaining Hour 'Studio One Opposite McGee-Hope ROD ERICKS0N BACK IN F-C-B RADIO DEPT. Rod Eiickson. who ducked out of the WOR (N. Y.) program direc- tor's "hot. seat" the first of this month, turned up Monday (20) at an old stand. He has rejoined the Foote, Cone & Belding agency, where he was briefly assistant head of radio in 1943. Erickson's new spot is as a radio exec without specific assignment, except that for the time being he will devote full time to getting FC&B's new daytime serial for Toni, "This Is Nora Drake," under way on NBC. Stanza tees off next Mon- day (27). Last Vino Rites The suspense is about over for "Suspense," Roma Wine's psy- chological chiller on CBS. Show finally fades on Nov .20. Schen- ley and its wine subsids favor a divorce, and not the "interlocu- tory" kind as before. Show was reprieved last option time when the Cresta Blanca budget was raided and Schenley got a plug for the trademark on the hitch hike. In view of the fact that a third of all the Roma business was concentrated in California and New York, it's been decided to revise the ad strategy and pour coin into specific markets, principally through mags. That makes two Biow who- dunits on the cancellation list, other being the departed "Crime Doctor." However, in view of the cost-rating per- point payoff on the shows, both are considered a cinch for new bankrollers. In fact, it's re- ported that Seagram is already interested in picking up "Sus- pense" just to get its name on the air. Distiller has by-products acceptable for sponsorship. Gotham Looking Up as Mecca For Name Guest Stars Unlike last season, when top-budg- eted nighttime shows with guestar policies originating in the east found the going pretty tough In trying to line up name guests, things are look- ing up for Gotham-originations dar- ing the '47-'48 broadcasting semester. That's due to the prevailing policy of the film companies to send-their Stars^'east to give an in-person hypo to their pic premieres. A number of ranking pic studio personalities are on the agenda for the L. A.-to-N. Y. swing and the bidding to land them on the air shows' emanating from New York is already hot and heavy. Lack oC top-calibre guest names has alwavs been a problem to Fred Allen, for one, with the result that j season after season he's been obliged | to latch on to the same guestars. It's i been one of the principal factors | that has cued the exodus ot the I more costly comedy-variety-dramatic shows to the Coast, where there's an abundance ot guest talent to choose from. It's a case of films complementing the radio picture and that's why the trade is watching with keen in- terest the bid to give the east a prominent stature in pic production, for it's recognized that as long as (Continued on page 42) By GEORGE ROSEN Inquiries made during the past 10 days at New York talent agencies . have revealed an intention by the Columbia Broadcasting System to use Hollywood film stars on its New York-produced sustaining full hour series "Studio One." While not ex- pecting to match commercial prices for. cinematic personalities, CBS is apparently prepared to go up to four figures. This may be the first time a sustaining series has ever taken the plunge into the film talent pool in such a pretentious way. Robert J. Landry, supervisor of "Studio One" for CBS. has confirmed the decision to strengthen the show with stars, but declined to reveal the new talent budget. "Actually we're still in the exploratory phase. Nobody is signed, nothing is set. but there'll be a fixed maximum." ac- cording to Landry. Asked if the new policy reflected a changed concept on sustainers. the CBS supervisor stated the present decision was made solely in reference to the problem of "Studio One," which broadcasts Tuesday nights 9:30-10:30 (EST), di- rectly opposite Fibber & Molly and Bob Hope on NBC. "Studio One" has just completed its second 13,-week cycle and is one of four full-hour dramatic shows now on the air. three from New York: one, Lux. from Hollywood. In New York the U. S. Steel-sponsored "Theatre Guild ot the Air" uses names, many from the legitimate stage, not all of first flight boxofftce significance; The new "Ford Thea- tre" does not use stars. Hour-length shows have been a rarity in radio of recent years and CBS has hopes it may be able to build a story for "Studio One" good enough to bash in the legend that nothing can stand up against the two NBC comedy half hours. Currently "Studio One" is the ! top-rating CBS sustainer. Star plan will not get under way | for another month or more. The se- ries will continue under the direc- tion of Fletcher Markle, the 26-year- old Canadian actor-director CBS im- ported six months ago from Toronto, and he expects to use most of his regular supporting players as here- tofore. Meantime CBS' new program vice - president. Hubbell Robinson, Jr., has interested himself increas- ingly in "Studio One," as has the ■ network board chairman himself, William S. Paley. Agencies Think It's $2,000 Impression among talent agencies is that CBS is prepared to go as high as t $2,000 for film stars on "Studio I One." Agencies consider this «a price likely to command all but a handful of the incoming stars. "Studio One" has a broken Mon- day - Tuesday rehearsal schedule which is not considered a problem. Top 15 in Hooper Sweepstakes-Then and Now Ten of the shows stilt riding the four-network kilocycles, including such top /ores as Jack Benin/, Eddie Cantor, Al Jolson, Bing Crosby, Burns & Allen, Lux Radio Theatre. Fibber & Molly, etc., uere perched on the Top 15 Hooper roost exactly 10 years ago. The following is a then-aad-now breakdown, including the shows in current cycle that managed to cop a 10 or better rating in opposition to the Top 15. TOP 1J (Oct. 15) Fibber & Molly .23.0 Bob Hope 23.0 Lux Radio Theatre ,...21.6 Jack Benny 20.fi Amos 'n' Andy 19.8 Red Skelton . ..19.2 Al Jolson . .18.8 Charlie McCarthy 17.9 Walter Winchell ,.17.8 Mr. District Attorney •. 17.5 Fred AUen 16.9 Screen Guild Playtrs .16.7 Phil Harris .16.5 Bing Crosby 15.5 Gildersleeve .... — 14-7 COMPETITION 10.8 Sam Spade 10.2. Crime Doctor 10 YliABS AGO (Oct. 151 Chase & Sanborn Hour 27.0 Jack Benny 22.3 Maior Bowes 21.2 Eddie Cantor 19.3 Bing Crosbv 19.0 Rudy Vallee 18.7 Burns & Allen 18.5 Lux Radio Theatre 18.0 Phil Baker 15.6 Gangbusters 14.4 Walter O'Keefe 14.2 First Nighter 13.8 Al Jolson 13.8 Fibber & Molly 13.5 Hollywood Hotel 13.3 SSC&B Snagging $2,000,080 Soap Lever Bros, is switching its Life- buoy account from the Ruthrauff & Ryan agency to Sullivan. Stauffer, Colwell & Baylcs. The billing is understood to be about $2,000,000 a year and is the first major chunk of Lever business the new SSC&B out- fit has grabbed. In place of Lifebuoy. R&R will be given a new cake mix account. It will also retain the Rinso and Spry billings. SSC&B already has the Silver Dust account for Levers and has done special work for the soap company from time to time. The Harriet Hubbard Ayer cos- metic line, which Lever recently purchased, has been assigned to Federal Advertising agency, which has occasionally had small accounts for the firm. This makes six agen- cies now sharing Lever business, as follows: R&R; SSC&B: Federal; Young & Rubicam: J^ Walter Thompson and Foote, Cone & Beld- ing.