Radio's eyebrows were raised last week: the boom in sustaining programs, the wallflowers of the industry, kept right on booming. For the 21st time this year a sponsor gave the nod to a sustainer: from now on Let's Pretend, a CBS sustainer for 13 years, will pretend for Cream of Wheat.*
Confused, sales-happy impresarios explain these unexpected invitations to the dance three ways: 1) Sponsors, well aware of the war-narrowed pattern of U.S. life, now prefer programs with established audiences to new gambles; 2) advertising agencies have not got the manpower to build new...
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