Word: sponsor
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Dates: during 1950-1959
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Since CBS has gotten no overall sponsor for Saturday's game, WNAC could have carried the telecast without paying anything to the network. Had the local station obtained a sponsor, however, it would have given CBS a certain percentage of the fee it received...
...addressed steelworkers before their blast furnaces in Pittsburgh, landed on Boston Common in a helicopter, gone down 20 ft. in a Navy diving suit and sailed up the Mississippi in a barge before 75,000 spectators at the opening of the Memphis Cotton Carnival. His identification with his sponsor is so strong that any Lincoln or Mercury buyer who is dissatisfied with his car is apt to drop Ed a complaining line. (Within ten days after such a complaint, the local district manager is on the phone or the car owner's doorstep, solicitously asking what...
...Second Major. In his first year on TV, it looked as if the decision would go to the critics. Ed's sponsor, Emerson Radio, dropped him after 26 weeks. Then he heard that CBS was offering Toast of the Town to prospective buyers-with or without Ed Sullivan. Ed's salvation came from Detroit, where the Ford Motor Co. grabbed the show. Mercury General Sales Manager Joe Bayne, an old radio veteran who had worked with Major Bowes in the heyday of his Amateur Hour, says: "It took us less than 20 minutes to decide on Ed Sullivan...
...Each network firmly believes it has a host of loyal followers who sit before the glowing tube and never tune to another channel all evening long. Therefore what precedes and follows each program becomes terribly important. A show that has a small audience, even if it has a contented sponsor, is a network liability. NBC last year dropped the veteran Voice of Firestone, despite the advertiser's willingness to pay its way, because the network thought the show's low rating ruined all the programs that followed it. Explains an executive: "A bad show in an evening line...
...from a producing oil well to a quarter of a million dollars. The industry is quivering with the unmistakable impulse of a new "trend." NBC's Weaver, instead of planning new telecasts from Mars or from the bottom of the sea, has been closeted with Question's sponsor (Revlon), promising them the moon if they will move the show to NBC. And CBS's Stanton is equally busy trying to keep the show on CBS. Instead of becoming memorable as the year TV came of age, this season may go down in history...