Variety (Nov 1948)

so iiA9ia Wednesday, November 10, 19411 Estimated Weekly Network Program Costs: 1948-'49 Continued from t^age 2S i NET- PEOGRAM WORK Gabriel Hcatter's Mail Bae. MBS Horace Heidt NBC Edwin C. Hill ABC CBS CBS NBC NBC NBC CBS MBS.: CBS •■•NB<3'' HEAD Hint Hunt Hit the Jackpot Hollywood Star Preview . , Hollywood Star Theatre.. Bob Hope Hour of Stars House of Mystery House Party Eddie Howard Inner Sanctum,... v - , * • Inside Sports ^ Johnson Family Lorenzo Jones Joyce- Jordan Junior Miss CBS MBS MBS NBC NBC CBS Just Plain Bill NBC Juvenile Jury , Miih II. V. Kaltenborn NBC Katie's Daughter NBC John B. Kennedy MBh Dorothy Kilgallen ABC Kraft Music HaU NBC , Kay Kyser ABC- Ladies Be Seated ABC Lassie ..." NBC Lora Lawton . ■ NBC Leave It to the Girls MBS .-Let's Pretend CBS Fulton Lewis MBb Life Can Be Beautiful .... NBC Life of Riley NBC Light of the World NBC Victor H. Lindlahr MBS Listening Post ABC Guy Lombardo MBS ■ ■. ' ABLi Lone Ranger ABC Lum V Abner CBh Lux Radio Theatre , CBtj Ed McConnell NBC Ma Perkins NBC Ted Malone ABC Manhattan Merry-Go-Round NBC Groucho Marx..;. ...... ABC; Perry Mason CBS Mediation Board MBS Meet the Meeks NBC Meet the Press MBS Metropolitan'Auditions of the Air ABC Tom Mix MBS Monday Morning Headlines ABC Vaughn Monroe.. . . .. CBS Philip Morris Playhouse.. . CBS Mr. Ace & Jane CBS Mr. Chameleon , CBS Mr. District Attorney NBC Mr. Keen CBS Mr. & Mrs. North CBS Mr. President ABC Edward R. Murrow .. CBS My Friend Irma CBS My True Story ABC Mystery Theatre CBS National Farm & Home ... NBC One Man's Family NBC Original Amateur Hour ABC Our Gal Sunday CBS Out Miss Brooks CBS Owie & Harriet NBC Louella Parsons ABC Pause That Refreshes ....... CBS Drew Pearson ...... .. i. * . . i . ABC People Are Funny..... i.... NBC Portia Faces Life NBC Queen for a Day MBS Quick as a Flash MBS Quiz Kids NBC Railroad Hour ABC RCA Victor NBC Right to Happiness NBC Road of Life NBC Roy Rogers MBS Romance of Helen Trent . .. CBS Rosemary CBS Screen Guild Players NBC Sealtest Show NBC Second Mrs. Burton CBS Shadow MBS Robert Shaw NBC Sherlock Holmes MBS Sheriff ABC Red Skelton NBC Sky King ABC Skyway to the Stars CBS Jack Smith CBS Kate Smith Sin«:s < MBS Kate Smith Speaks MBS Sam Spade CBS Spotlight Revue CBS Jo Stafford ABC Stars Over Hollywood:...... CBS " Bill Stern NBC Stop the Music ABC COST 2,000 9,000 500 4,000 3,000 3,500 4,500 22,500 8,500 3,500 5,200 2,000 5,500 1,750 1,500 2,250 2,200 3,500 2,250 1,250 8,000 2,000 750 1,000 16,000 3,500 2,500 2,500 2,500 2,500 2,500 4,500 2,500 12,000 2,500 500 500 2,500 2,000 4,000 10,500 20,000 3,500 2,500 2,500 2,000 5,000 5,000 2,000 ■ 2,500 ■.' 3 500 1,000 5,000 3,000 I, 500 5,500 ' 5,000 : • ■6,.')00 4,000 10,000 4,500 . .. .7,000- ' . 2„^i00 .3,000 . '7;500 ■ . : 2,!50O . . ; . 4,500 . 3,500:;: 8,500 . .5,500 2,250 6.,500 II, 000 5,000 7,000 5,000 7,500 2,750 4,000 2,500 4,000 15,000 7,500 2,500 2,500 6,000 2,500 2,500 11,500 12,500 2,7,50 6,800 2,100 . .4;500 6,000 16,000 3,000 2,000 7,500 5.000 7,500 6,000 8,000 8,500 3,000 3,000 . 12,000 SPONSOR AGENCY PRODUCER WRITER Co-op .. . - Max Heatter Gabriel Heatter Philip Morris Biow Jerry Bowne Horace Heidt Nash-Kelvinalor Geyer, JJewell & . Ganger Ted Long Edwin C. HiU Armour FC&B Georgene O'Donnell .. George Menard DeSoto-Plymoulh BB0&O Bill Topman Marie Goodson American Home Products SSC&B Joe Thompson Various American Home Prods . SSC&B Nat Wolff Various Lever Bros Young & Rubicam .,, .Albert Capslaff Larry Marks Prudential Benton & Bowles Jack Johnstone Various General Foods Benton & Bowles Olga Druce Various General Electric Young & Rubicam ... .John Guedel John Guedel Slieaffer Russel M. Seeds Various Various Emerson Drug BBD&O Hlman Brown Various Bayuk Cigars Nqal D. Ivey Staff Bill Brandt Co-op J. C. Lewis Jimmy Scribner Bayer-Energine D-F-S -'Ernest Ricca Ted-Mathilde Ferro Procter & Gamble D-F-S Arthur Hanna Margaret Sangster Lover Bros ., Needham, Louis & , Broi'by »Fran van Hartesveldt Soderberg-Garson Kolynos-Aerowax D-F-S 'i'Norman Sweetser ... Jack Kelsey General' Foods. ......... ;Benton & Bowles . . Dan Ehrenreich.' Pure Oil Leo Burnett .. . Manhattan Soap Duane Joiics Doubleday Huber, Hoge Drackett' .......: i...,. .Young & Rubicam . Kraft .. ;............., .J. Walter Thompson. .Wayne Howell H. V. Kaltenborn .F. & A. Hummert Elizabeth Todd .Staff John B. Kennedy .Cy Pitts Dorothy Kilgallen .Cal Kuhl Manny Manheim , Chuck Acree.. Pillsbury McCann-Enckson Jack Cleary M. Wark-Wald Toni Shampoo . ..,..... .FC&B . . ; i Quaker Oats C. J. La Roche . . Red Heart Henri, Hurst & McDonald Babbitt Duane Jones Kyron . . Arthur Meyerhoff Cream of Wheat BBD&O Co-op . . Procter:& Gamble.. ..., ..Biow - Procter & Gamble Benton General Mills D-F-S Harry Stewart..; .. . . .Hobe Donovan *Fred: 'Weihe ..,;,. .Elizabeth Todd Martha libijnttee, , ,i,;M Rountrecj . A::.. .. ..Nlla Mack Nila Mack Fred Morrison........ Fulton Lewis .-. .Don Becker\-;\ ■r,;/.;;.>':....&rl"'Bixby. Bowles'.v.i'.Irving Brccher Alan LipscOtt ., ..,. V.Basil Loughrane,...,. R. & A. Seymour Serutan .Roy S. Durstine Staff Victor H. Lindlahr Curtis. BBD&O Henry Klein Gerald Holland Kaiser-Frazer" ........ i. .Weintraub ...........Ray Harvey ....., First Natiomil StoreSi i . . .John C. Dowd..... . ...Frederick Ziv... General Mills D-F-S . . Bill Livingstone Fran Striker General Motors FC&B . . Bill Gay Roswell Rogers Lever Bros, ......... i.. .J. Walter Thompson; ..William Keighley;.... Sandy Barnett Brown Shoe Leo Burnett ... Hobe Donovan Hobe Donovan Mantle Lamp ;. .....;.. .Wm. Hart Adler.. .. .Jack Lyman.;...;..; .Ed McConnell -. Procter & Gamble D-F-S . . Edwin Wolfe Orin Tovrov Procter & Gamble D-F-S . David Owen Orin Tovrov Westinghouse McCann-Eriekson Phil Doelker Ted Malone Lyons D-F-S , Frank Hummert Staff Elgin-American ,; .. .. ,, .Weiss & Gellcr . .. .. Procter & Gamble Benton & Bowles .. Co-op Swift J. Walter Thompson Co-op Farnsworth ........ i .... . Warwick . & Legler ;... Ralston-Purina Gardner Seeman Brothers Wm. II. Weintraub Camel Wm. Esty Philip Jlorris Blow General Foods ........; Young & Rubicam.... Bayer D-F-S ... Bristol-Myers 'DC&S Anaein-Kolynos D-F-S Colgate Sherman & Marquette Co-op Campbell Ward Wlicelock Lover Bros FC&B Libby - .1. Walter Thompson . Bayer-Phillips D-F-S AllK-Cl.almei-s Hei-t S. Gituiis /Bob Dwan..........., Smlth-Frcedman» Tyler Leslie Harris Irving Vendig Staff Stalf .Les Weinrott Les Weinrott • • Martha Bountree,..,.. .Tevis Huhn Brent Gunts Mary Afflick George Lother Staff , ABC Newsroom . .Wendell Adams- i..... . .Bill Spier. .;......... .Various . .Goodman Ace...; .. . ..Goodman Ace ..^Richard Leonard ... .Marie Baumer . .Ed Byron. J Bob Shaw . .'i-Richard Leonard Lawrence Klee John Loveton,,... r.. ...John Loveton Dwight: Hauser.; ;:...Jean HoUoway Edward R. Murrow Cy-Howard .......... Parke Levy Charles Warbnrton.... . Margaret Sangster; , ''Martha Atwell Various Herbert Lateau .... Carlton E. Morse .... Carlton E. Morse Lou Goldberg .'. .Bob Green *Arthur Hanna ;.... . Jean Carroll . Larry Berns Al Lewis Ted Bliss Ozzie JS'elson Standard Brands . ...... .J. Walter Thomiwon. Old Gold Lenncn & Mitchell X Anacin , •. D-F-S Coleale Ted Bates IntcrnationaL Silver, v... i^oung & Rttbieam.:, .leigens ., Robert W. Orr Richard Diggs Louella Parsons Coca-Cola D'Arcy Paul Louis Newt Stammer Lee Hats Weintraub Paul Scheffels Drew Pearson Raleigh Russel M. Seeds John Guedel .lohn Guedel General Foods Benton & Bowles Hoyt Allen Mona Kent Miles Labs Wade Jim Morgan Don Victor Philip Morris Cecil & Presbrey Hclbros Wm. H. Weintraub ,..B. Prockter Gene Wang Miles Lahs Wade John Llewellen Jeff Wade American R.R. Assoc ... Benton & Bowles Ken Burton Don Ettlinger Radio Corp. J. Walter Thompson. .George Voutsas .lack Wilson Procter & Gamble Compton Arthur Hanna .lohn M. Young Procter & Gamble.; ..:. Compton Quaker Oats Sherman & M'quotte Kolynos-Aei'owax D-F-S . Kroeler & Gamble Benton & Bo\\ los . . Camel Wm. Esty ■Sealtest General Foods Young & Rubicam Blue Coal & Co-op , . . Ruthrauil' & Ryan . Standard Brands, J Walter Tiiompson Trimount Clothes Wm II. Weintraub , P.'ici tic Coa.'-t Borax .... McCann-Entkson Procter & Gamble Benton & Bowies .. Derby Foods Ncedhani, Louis & Walter Gorman . .. ., iHoWard Teichirian Tom Hargis ,... .Ray Wilson, *Ernest Ricca .. , i .... Martha Alexander Leslie Harris ........ Elaine Carrington Bill Lawrence ........ Harry Kronman . .N. W, Ayer Glenhall Taylor Howard Harris ■Baverly Smith ;..... . Priseilla Kent .John Cole ..;.. . . ., .Peter Barry .Ezra Mcintosh .. . . i. . Phyllis Merrill Basil Loughrane .,. '.. Ho\vard' Merrill \ Dorothy McCann .: .. , Milton Liebferthiai Edna S. Borzage..... ; Edna S. Borzage .Roy Winsor ... i.,,.;, Roy Winsor .'Brorby.'.'■: USA & USAF Gardner Tex McCrary ., Tex McCrary Pii^cter & G.imble D-F-S ..Bill Brennan Bob Smith Philip Morris Cecil & Presbrey Ted Collins Ted Collins Co-op Ted Collins ,.. .Ted Collins Wildroot BB.D. &0 Bill Spier ...GilDoud Coca-Cola D'Arcy . Joe Bigelow Henry Taylor Revere Camera Roche, Wms. & Clcary Charles Herbert Fred Haider Armour F.C. & B Robert Nye Freelance Colgate Sherman & M'quette. .Manrice Robinson Bill Stern Speidel Cecil & Presbrey Mark Goodson Smith Bros S.S.C. & B Old Gold Lennen & Mitcliel!,... Eversharp .... ^...;...; .Biow, .,;... Reseairch B Continued from pacft ts ss dlinger's Radox, using a sample of 75 sets, put CBS far out front all evening, with NBC and, Mutual close for second, and ABC trail- ing. On tele, ABC-TV was in the lead, except during the 8-9 period, when NBC's "Texaco Star Theatre" grabbed most of the play. (Sindlinger's meters, incidental- ly, showed that a sizeable audience hung on until 1;30 a.m., tlien, after a couple of hours, returned in number at 4 a.m., the "total fami- lies" figure rising from 13.2 at that time to-57.8 by 7:30 a.m.) \Vide Divergfenee of Views Speculation on possible repcrcus-: sions in the radio rating field ranged with an optimistic "it'll all blow over" view to dire predictions although many shuddered at the word—-of tough-sledding for the • Hooper-Nielsen-Pulse & Co. opera-, tions. It certainly meant, some re- sponsible observers believed,^ that the whole, business of radio re-; search and the industry's reliance on it stood to get a new kicking- around. Researchers like NBC's .Hugh Beville, far from seeing the Gallup- Roper debacle as spelling the fin- ish of radio ratings, hoped never- theless that li would put an end.' to "unreasonable.-, projections" of rating figures, as Beville put it. '■It's crazy to follow ratings slavish- ly," the NBC researcher comment- ed. "And some of the Uses: to which' they've been put probably have been detrimental, What is needed is correct analysis of re- \ search and closer: attention to its interpretation," He added that he'd noted no letup, in requests to NBC for: rating Information on - various . shows. Some network execs are. not so sure, however, despite Hooper's and Nielsen's we're-different stances (the latter's a nine-page state- ment), but that agencies and ad-■ vertisers will come up with serious; questioning of the reliability of .': the samples employed it? arriving ■■ at radio ratings. Radio Profits ss Continued from page 26 revenues were $363i714,387 and total expenses were $291,918,447. Average per station income, be- fore tax, as determined from a tab- ulation of 812 identical stations, totaled $67,426 In -1947, a decline of 6.3% from previous year. Net* work affiliates averaged $73,888 profit While nonraffiliates averaged $31,913. FCC pointed out that be- cause of many new stations in 1947 trends in income were determined ■ Oft-. basis of comparative yearly data of identical outlets. A breakdown of station income by classes showed that 50 kw clear channel outlets averaged .$367,511 in 1947 income, a decline of 1.2'7c, while fulltime regional stations averaged $92,577, a drop of 6.5%. Local (250 watt) fulltime stations averaged $23,705 profit in 1947, a decrease of 11.1%. Commission data showed that in^ dustry revenues from talent totaled $19,599,478, an increase of approxi- mately 17% from 1946. Networks and their key stations realized .$8,203,382 from talent in 1947, a gain of 22% from previous year. (Continued oii page 34), Weaver Continued, from pi.tt 2S to Larmon and left the building. The agency head, who had not been present during the quarrel, immev diately phoned Weaver and firmly nixed the resignation. Then he in- vestigated the entire situation and, according to those in the agency, took steps to forestall a recurrence of the battle. Relations with the executive floor, particularly the plans board, has long been a touchy matter for the radio department and various of Weaver's predecessors have smarted at criticism from the agency's top brass. Some of the resentment has been especially bitter against Geohegan. Even Tom Harrington, whose regime as head of radio at Y & R was notably successful, occasionally received a workout at plans board sessions. That situation, in fact, was regard- ed as one of the principal factors in Harrington's resignation from Y & R to join the Ted Bates agency.