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3 1M3D ossima M 



on, D.C 20036 

Digitized by the Internet Archive 

in 2013 

1 JANUAMY )«8 





. . > for creative, people-reaching, 
product -selling radio in these 
six great radio markets. 

Where there's a Storz Station ... 
there's audience. 


Economist Richard P. 
Doherty predicts air 
media share of total 
ads will rise 20. 

Page 23 


he StorZ Stations 1%2 Radio for 1962 Selling 

Todd Storz, President Home Office: Miami Beach 

WDGY, WHB, KOMA, WQAM, KXOK represented by John Blair & Co. 

WTIX represented by Robert Eastman 


Northwest kicks 
off its biggest 
radio campaign 

Page 26 

Why 1961 was 
LeRoy Collins' 
'jungle year' 

Page 28 

They're the 
tops (on the 
West Coast) 

Page 30 

Crowded, close, compact . . . Providence . . . 

where a mass population has been awakened to the 
dangers of nuclear fallout by a full-size fallout shelter 
built by WJAR-TV on the Downtown Providence Mall. 
Here is community responsibility with a creative 
flair brought home to a market noteworthy for both 
its densityand its response. 




Represented by 
Edward Petry & Co. Inc. 

the shell of the nut covers the meat... 

Doesn't over cover it. Doesn't undercover it. 
Covers it just right. 

There's a moral here for broadcasters. 

Some ad publications claim from 30,000 to 
60,000 readers. At most, we estimate there are 
perhaps 7,000 to 8,000 who might have some 
influence on a spot or network buy. 

Why pay for a coconut to cover an acorn? 

To cover the people who buy time — nothing 
does it like a broadcast book. 


sells the team that buys the time 

Not a square TV viewer in the 
whole MID-MICHIGAN market . . 


has triangle TV viewers . . . 


Battle Jackson Ann 

Creek Arbor 

Look at this MID-MICHIGAN 



DRUG SALES in the four metro- 
politan area cities total: 

LANSING $13,866,000.00 

Ann Arbor 9,443,000.00 

Battle Creek .... 7,312,000.00 

Jackson 7,156,000.00 

TOTAL: $37,777,000.00* 

'Figures from SALES MANAGEMENT SBP Issue. 

WILX-TV delivers Grade A cover- 
age to all four Mid-Michigan 
metro markets. This combined 
Mid-Michigan drug market ranks 
32nd in national sales. 

Here's the real Mid-Michigan 
buy . . . Lansing, Jackson, Battle 
Creek and Ann Arbor. Full Time 
NBC. Tower: 1008' 
Power: 316,000 watts. 



Ripreitnled by VERNARD, RANTOUl t McCONNElL, Inc. 

Vol. 16, A'o. 1 

1 JANUARY 1962 




Business outlook for 1962 

23 Radio and tv billings should be up 9 c /c in '62, broadcast share of total 
expected to rise 20.2%, says economist Doherty in sponsor forecast 

Airline starts biggest radio drive 

26 Northwest Orient launches six-month, S2 million campaign this month, 
caps four years of radio usage to emphasize fun and glamour of flying 

Cov. Collins' 'jungle year' 

28 'You're stepping into a jungle,' said Morrow when LeRoy Collins took the 
top NAB post last year. Governor reviews '61 role in exclusive interview 

They're the top buyers (on the West Coast) 

30 When it comes to buying time from San Francisco and Los Angeles, the 
reps give 'ratings' for buyers, too; here are top Coast buyers, reasons why 

Tv results 

39 A compilation of the most effective campaigns in local tv during the 
past year, in capsule form and alphabetical order for fast, handy reference 

NEWS: Sponsor-Week 7, Sponsor-Scope 15, Spot Buys 34, Washington 
Week 35, Film-Scope 36, Sponsor Hears 38, Sponsor-Week Wrap-Up 46, 

DEPARTMENTS: Commercial Commentary 11, 555/5th 20, 
Timebuyer's Corner 33, Sponsor Speaks 54, Ten-Second Spots 54 

Officers: Norman R. Glenn, editor and publisher; Bernard Piatt, execu- 
tive vice president; Elaine Couper Glenn, secretary-treasurer. 

Editorial: executive editor, John E. McMillin; news editor, Ben Bodec; 
managing editor, Alfred J. Jaffe; senior editor, Jo Ranson; midwest editor, 
Given Smart; midwest associate editor, June Coombes; assistant news edi- 
tor, Heyward Ehrlich; associate editors, Jack Lindrup, Ben Seff, Ruth Schlanger, 
Jane Pollak, Barry Mallin; columnist, Joe Csida; art editor, Maury Kurtz; 
production editor, Mary Lou Ponsell; editorial research, Carole Ferster; reader 
service, David Wisely. 

Advertising: assistant sales manager, Willard L. Dougherty; southern 
manager, Herbert M. Martin, Jr.; midwest manager, Paul Blair; western man- 
ager, George G. Dietrich, Jr.; sales service/production, Leonice K. Mertz. 

Circulation: circulation manager, Jack Rayman; John J. Kelly, Lydia 
Martinez, Jenny Marwil. 

Administrative: office manager, Fred Levine; George Becker, Michael 
Crocco, Geraldine Daych, Jo Ganci, Syd Guttman, Manuela Santalla, Jean 
Schaedle, Irene Sulzbach. 


Member of Business Publications 
Audit of Circulations Inc. 

© 1962 SPONSOR Publications Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation, and 
Advertising Offices: 555 5th Av. New York 17, MUrray Hill 7-8080. Chicago Offices: 612 
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfan 
2-6528. Los Angeles Office: 6087 Sunset Blvd. (281, Hollywood 4-8089. Printing Office: 
3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year Canada $9 a year Other 
countries SI 1 a year. Single copies 40«. Printed U.S.A. Published weekly. 2nd clan 
postage paid at Baltimore. Md. 


1 JANUARY 1962 


nnouncing a 


series of 


'»•"«'» «k iff 

/WBITWN: New Vork Aug. 6-12 

35.5 Schenectady 35.1 Siou* City 
54 2 Tallahassee 41.9 Montgomery 

36.7 Greenville N.C 






The new action packed series starts January 
1, starring Michael Rennie as the witty, wily 
Harry Lime, and Jonathan Harris as his 
comrade -in -adventure, Bradford Webster. 
The same audience- proved format of mys- 
tery and intrigue that has made The Third 
Man a top-ranking show will continue. But 
audiences will find the new series even faster 
moving — more thrilling — than ever before. 
Budweiser has renewed its sponsorship of 
this explosive half-hour of international 
adventure in 80 markets. All other markets, 
including the entire West Coast, are still 
open ... so act now! 



for availabilities 

New York, New York 
10 Columbus Circle ' 
JUdson 2-7300 

Chicago, Illinois 
612 N. Michigan Ave. 
Michigan 2-5561 

Beverly Hills, California 
8530 Wilshire Blvd. 
OLeander 5-7701 

St. Louis, Missouri 
915 Olive St. 
CEntral 1-6056 


1 JANUARY 1962 

Half a century ago, before the advent of television, entertainment 
and cultural opportunities were limited in scope and available only to a 
comparative few. Today, in sharp contrast, WGAL-TV regularly pre- 
sents worthwhile educational, cultural, and religious programs; accu- 
rate and informative news and sports coverage; as well as the finest 
in entertainment, all of which enriches the lives of many thousands 
of men, women, and children in the WGAL-TV viewing audience. 


Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco 
6 SPONSOR • 1 JANUARY 1%2 | 

Latest tv and 
radio developments of 
the week, briefed 
for busy readers 

1 January 1962 



Robert M. Watson will succeed the 
retiring C. M. Rohrabaugh as chair- 
man of the board of Kudner Agency, 
and Roger A. Purdon leaves McCann- 
Erickson to become president of 
Kudner, effective 2 January. 

Watson is executive v. p. and will 
now become chief executive officer 
of the agency. Purdon is senior v. p. 
and creative director of McC-E. 

Before joining Kudner in 1959 as 
senior v. p., Watson was chairman 
of the board of EWR&R, and before 
that was pres- 
*■ ident of Ruth- 

rauff & Ryan. 
In 1959 he 
also became 
executive v.p. 
of Kudner. 
This week he 
Robert M. Watson chairman of 
the board and chief executive officer. 
Purdon, as senior v.p. and crea- 
tive director of McC-E, was in charge 
of all New York creative work. He 
.was previous- 
ly v.p. and 
creative direc- 
tor of Bryan 
Houston and 
still earlier 
served with 
'Y&R, K&E, 
Lord & Thom- 
as, and H. W. 

Rohrabaugh will continue to serve 
as a consultant. 

FCC checking home 
anti-tape device 

The FCC was caught with its 
rulebooks down last week on 
an unusual engineering matter. 

KTOD-AM-FM, Corpus 
Christi announced on its own 
that in broadcasting a tape of 
the Pablo Casals White House 
concert, it used a new electronic 
device to defeat home record- 
ing equipment. 

An FCC spokesman said the 
commission would look into the 
situation. The new device would 
be illegal if it interfered with 
reception, but apparently it 
can't be detected by ear. Should 
it only defeat home off-the-air 
tape recorders, it would hit a 
common practice which is small- 
scale piracy anyway. 

Roger A. Purdon 

AMF $200,000 daytime 
for women's bowling 

AMF (C&W) has started a two-net- 
work daytime tv campaign to inter- 
est women in bowling during the 
day. The advertiser bought 32 min- 
utes on CBS TV as part of the morn- 
ing minute plan, starting 29 January. 

The bowling manufacturer also 
bought a similar schedule on ABC 

Estimated expenditure is $200,000, 
split two-ways. 

The importance of the buy is that 
it marks AMF's beginning of an ef- 
fort to attract more women to the 
bowling alleys during the day when 
facilities are less crowded. 


ABC TV has now given evidence 
that it is bent on studding its news 
staff with major camera names. 

The network announced last week 
that Howard K. Smith, former CBS 
TV shining light, will come with it 
in February. 

Smith will be sponsored weekly 
for a half-hour at 7:30 p.m. Wednes- 
days. The advertiser is Nationwide 
Insurance (Ben Sackheim). 

The Steve Allen Show just vacated 
the 7:30-8:30 Wednesday hour. Smith 
will occupy the first part and 
Straight-Away, moved from Friday, 
will occupy the second half hour. 

Nationwide used Smith previously 
on CBS Radio in a public affairs 


• AMF (C&W) $200,000 in daytime tv 
for women's bowling 

• ASCAP-TV stations hearing on 
music license set for 14 February 

• WATSON becomes chairman and 
Purdon president of Kudner Agency 

• B&B issues long-range economic 
study of U. S. consumer trends 

Wednesday news show starting Feb. 

• CONWAY named general manager 
of Storer's WIBG, Philadelphia 


1 JANUARY 1962 

SPONSOR- WEEK/ 1 January 1962 




The hearing in court of the tv sta- 
tions-ASCAP matter is set for 14 
February, but stations will still have 
the rights to use music after the ex- 
piration of contracts, 31 December 

The All-Industry Television Sta- 
tion Music License Committee had 
its show cause petition heard 20 
December in New York at the Unit- 
ed States District Court. The full 
hearing and trial will be held next 
month before the same court. 

Judge Ryan suggested that pres- 
ent arrangements continue until a 
new decision is reached. Then retro- 
active adjustments can be made as 

The AITSMLC, representing 300 tv 
stations, had filed its petition 18 
December after two months of un- 
successful negotiations with ASCAP. 

Back in October, the tv station 
committee asked for licenses for all 
music with the exception of network 
and pre-recorded programs. "We be- 
lieve that ASCAP is required to offer 
us such a license," stated Hamilton 
Shea, chairman of the stations' ne- 
gotiating committee. (Shea is pres- 
ident and general manager of WSVA- 
TV, Harrisonburg.) 

Shea stated that the stations had 
applied to the United States District 
Court under the Consent Decree of 
14 March 1950 when it became evi- 
dent that the stations and ASCAP 
would not come to an agreement be- 
fore the end of December, when ex- 
isting licenses expired. 

ABC's Pauley sees 
new radio identity 

In 1961 radio achieved a new iden- 
tity and became a telephone rather 
than a broadcast receiver, notes 
Robert R. Pauley, president of the 
ABC Radio network. 

"Conversational radio has become 
more popular than ever before," he 
stated, adding that ABC is not alone 

with this new role. 

"Radio's realization that it has 
become the one truly intimate medi- 
um has had a marked effect on 
news, as well as entertainment cov- 
erage. An example of this would be 
the tremendous increase in the num- 
ber of 'remotes' " in 1961 compared 
to 1960, stated Pauley. 

Underbudgeting tv 
hurts radio-KBS 

When tv budgets are underesti- 
mated the inevitable sufferer is ra- 
dio, because that's where the cut is 
made to even out the shortage. So 
contends E. R. Peterson, senior v. p. 
of Keystone Broadcasting System, in 
a new radio sales presentation ask- 
ing a constant if minor role for the 

"The more you're in tv," says 
Peterson, "the more it costs. And 
agencies too often don't allow for 
the tv variation on Parkinson's Law 
(that all of the available money will 
be absorbed), which means simply 
that when the budgets for tv have 
been underestimated the difference 
is made up by yanking the slim 
money allotted to radio." 

Peterson points out that if adver- 
tisers set aside just 5% of their tv 
budget as radio "insurance," a $5 
million spender could put $250,000 
into radio, which could deliver com- 
mercials "every day of the year on all 
of KBS's 1,125 stations and reach at 
least 20% of all U. S. radio homes. 

Conway named manager 
of Storer WIBG, Phila. 

Joseph T. Conway has been ap- 
pointed general manager of WIBG 
Philadelphia, a Storer station. 

He was national radio sales man- 
ager of Storer in New York. A native 
of Philadelphia, Conway has already 
spent a great part of his broadcast- 
ing career at WIBG, where he was 
local salesman and national sales 


There are now at least nine sta- 
tions which subscribe to or will pro- 
duce for TAC, the station production 
co-op and clearing house started 
last year by Trans-Lux Tv. 

Three subscribing stations are 
KCRA-TV, Sacramento; WFLA-TV, St. 
Petersburg, and WFBM-TV, Indian- 
apolis. Six stations which belong as 
producers are KOMO-TV, Seattle; 
WBNS-TV, Columbus; KFMB-TV, San 
Diego; WTVJ, Miami; KBTV, Denver, 
and WBKB-TV, Chicago. 

So far only special shows are 
available but TAC is looking for 
series to handle. Fees, which are 
confidential, vary from city to city 
depending on size, but the maximum 
is $20,000 a year and the minimum 
$1,750 for one year's subscription, 
entitling the station to complete use 
of programs available. 

Goodyear renews on 
CATVN for 52 weeks 

Goodyear Tire & Rubber Company, 
one of the first advertisers on the 
Central American Tv Network, has 
renewed its schedules for an addi- 
tional 52 weeks. 

Goodyear will sponsor King of Dia- 
monds on six CATVN stations. It 
previously sponsored Man and the 
Challenge on five stations before the 
Panama outlet was added. 

Denninger leaves Blair-Tv 

and Gerken returns 

Jack Denninger, v.p. of Blair-Tv 
for seven years has resigned to form 
his own financial company. 

At the same time Richard Gerken 
will return to Blair on the New York 
sales staff. He is Eastern Sales 
Manager of Metropolitan Broadcast- 
ing, and is concurrently president 
and general manager of WHIM Provi- 
dence, and v.p. of KGIL, Los Angeles. 

Before leaving Blair in 1954 Ger- 
ken had been on the New York staff 
of John Blair & Company since 1946. 



The Future of Your Business 


The young mind which today discovers an old 
principle may someday reveal a new one capable 
of revolutionizing your business and creating 
undreamed of growth. But this is possible only 
if he gets the finest education we can offer. 

By the time today's youngsters are ready for 
college, business and industrial technology will 
be even more complicated and will require many 
more trained specialists. To fill this order we 
must provide our young people with the best 
possible college educations. 


Unfortunately many colleges are already over- 
crowded. In ten years applications are expected 
to double. We will need more and better college 
classrooms and libraries, more efficient college 
laboratories, and additional top-quality profes- 
sors. You can help assure your oivn future by 
helping the college of your choice. 

If you want to know what the college crisis means to you, 
write for a free booklet, "OPEN WIDE THE COLLEGE 
DOOR," to Higher Education, Box 36, Times Square 
Station, New York 36, N.Y. 

t G*&r 

Published as a public service 

in cooperation with The Advertising Council and 

the Council for Financial Aid to Education 




1 JANUARY 1962 

SPONSOR-WEEK 1 January 1962 

r "■ " -.■—-•---- 


Alan J. Bell joins Advertising Time 
Sales today as director of promotion 
and advertising for both radio and 

Bell had been with Peters, Griffin, 
Woodward, since 1957. A graduate 
of Harvard 
College and 
the Boston 
Latin School, 
Bell was with 
WORL, Bos- 
ton, and dur- 
ing military 
service, as- 
Alan J. Bell signed to ra- 

dio-tv staff duties in the Pentagon 
and tv and motion picture work at 
the Army Pictorial Center in New 
York City. 

Western silents 
back-with sound 

Western "chapters" of the movies 
of 35 years ago are returning — with 
sound — to tv. A group of around 150, 
produced about 1925 and financed by 
Joseph P. Kennedy, the President's 
father, are being distributed by 
MGM-TV under the name "Billy 
Bang Bang." The producer was a 
predecessor of RKO and the star was 
Bob Custer, known as Bronco Bob. 

Music and comment by children 
have been added. Producer of the 
tv version is Screen Features, Inc. 

Tuck Tape renews 

NBC TV participations 

Tuck Tape (Product Services, 
Inc.) has renewed its participations 
on Jack Paar and Today on NBC TV 
for third year. 

The campaign will be largely for 
new products. One of the first ad- 
vertisers on Paar, Tuck Tape was 
introduced in 1959 and credits these 
tv participations for its present mar- 
ket share and dealer set-up. 

Tuck will also use tv spot in se- 
lected markets in 1962. 

Guides to fm: a 
growing business 

Fm's argument that it has a 
higher caliber audience has led 
publishers to assume they listen 
more carefully and would pay 
for special fm programing 

Individual stations, such as 
\\ FM T, Chicago and its 20.000 
guide suhscrihers. now face 
competition from publishers 
who serve an entire area. A 
second Chicago publication lists 
all the other fm stations there. 

By the end of 1962 fm guides 
are expected in about 25 cities. 
There are magazines available 
or almost so in New York, 
Philadelphia. Boston. Minne- 
apolis, and Atlanta. 

One starting this month in 
San Francisco is Bay Fm and 
Cultural Guide, published by 
Graphic Arts of Marin. News- 
stand price is fifty cents for a 
monthly issue. 


NBC's counterbarrage to ABC re- 
garding the latter's claim that it's a 
close race on tv ratings is that the 
week cited, 10 December, was freak- 
ish in being the only one of the last 
13 in which NBC didn't have at least 
a full point advantage in the all- 
week average over any competitor. 

Says NBC, look at 17 December's 
24 market Nielsen, which gives NBC 
TV 20.3, ABC TV 16.7, and CBS TV 
16.1, advantages of 22% and 26%, 
respectively, over the entire prime 
time week, averaged rom 7:30-11 p.m. 
seven nights with 7-7:30 p.m. in ad- 
dition on Sunday. 

NBC's claim for supremacy is also 
based on top ten and time period 
figures. It reports it has six of the 
top ten shows, compared to three for 
CBS and one for ABC. And in the 
50 half-hours a week measured, NBC 
claims its leads in 26, compared to 
13 for ABC and 11 for CBS. 


Consumer expenditures for goods 
and services per household were 
about $6,200 in 1961, compared to 
$1,800 in 1940, according to a long 
range economic study prepared by 
Benton & Bowles. 

The B&B study also projected a 
figure for 1970: $8,600. 

The gross national product in dol- 
lars has expanded five times as fast 
as population since 1946, represent- 
ing a two fold expansion of purchas- 
ing power. This trend is expected to 
produce $700 billion by 1970. 

The study, entitled "The U. S. 
Economy in Long-Range Perspec- 
tive," was prepared primarily from 
data published by the U. S. Depart- 
ment of Commerce. 

Recessions have become shorter 
and shorter, dropping from 18 
months in 1945-48 to 12 months in 
1957-58 and nine months in 1960-61. 

The survey also reported these 
findings: Since 1941 consumer ex- 
penditures have increased 336% 
while expenditures for services rose 
367%. Since 1953 expenditures rose 
74% for services, 50% for durable 
goods, and 32% for non-durable 
goods. In the stock market, although 
prices are higher in relation to GNP 
than at any time since 1945, the in- 
flationary spiral of the 1920's is not 
being repeated. Both employment 
and unemployment are increasing, 
but for the last three years the 
amount of unemployment has been 
stabilized at about 6-7%. In 1960 
Federal wages of all kinds were $49 
' billion ($39 billion to civilians), 
greater than all private wages in 
1941; during 1960 private wages were 
$224 billion. Advertising has actual- 
ly declined in relation to consumer 
expenditures since 1919, 3.8% to 
3.5%, but the actual amount has 
gone up five-fold, from $2.3 billion 
to $11.6 billion. 

The study, which also contains 20 
charts and analyses, is based on the 
(Continued on page 46, col. 1) 


More SPONSOR-WEEK continued on page 46 

by John E. McMillin 


Industry oratory in 1962 

If 1961 was typical, I can expect to listen to 
at least 100 speeches on advertising, tv, and ra- 
dio subjects in the next 52 weeks, and to read 
some 200 others. It's a pretty depressing prospect. 

Perhaps I feel particularly gloomy about all 
this because it is part of my job to keep reason- 
ably well up on the spate of industry oratory 
which erupts at ANA, NAB, 4A, NBC, CBS, ABC, 
TvB, AFA, FCC. RTES. RAB. and other trade meetings. 

But I am sure that most of you have suffered as deeply as I have 
(though perhaps not as often) over the dullness, dreariness, and 
incoherencies of many of our industry speechifiers. 

Ours is probably the talkingest business the world has ever known. 
We orate at the drop of an invite. 

But for guys who pride ourselves on being "communicators" our 
speeches are often amazingly obscure and peculiarly inept. 

I have in my office a huge stack of talks delivered during 1961 by 
such luminaries as Frank Stanton. Robert Sarnoff. Fax Cone. Nor- 
man Strouse, LeRoy Collins, Newton Minow. Marion Harper. Bill 
Lewis, Henry Schachte, Roy Larsen. and many, many others. And. 
without intending any disrespect, I think that nearly every one of 
them could have been vastly improved. 

As a matter of fact, I can't imagine a more worthwhile New 
Years resolution, a more productive project, than a determination 
to raise the level of industry oratory in 1962. 

Why is so much of it so lousy? 

Five grievous oratorical errors 

I don't think that you can blame it on the fact that some of our 
speakers (Newton Minow, for example) are not blessed with a par- 
ticularly felicitous platform style or delivery. 

Nor on the fact, shameful as it is, that so many speeches are 
ghost-written. (Why are the ghosts so dreadful?) 

Nor on the practice of having everyone and his baby brother 
review a speech before it is given. 1 1 have heard that a recent talk 
by a prominent network leader had to be checked by "everyone in 
the shop making over $25,000.") 

None of these things contributes, of course, to a polished forensic 
performance. But none is the root of the trouble. 

As a somewhat jaded connoisseur of industry oratory, it is my 
positive conviction that fully 90% of our speakers fall, fully 90% 
of the time, into one of five grievous errors. 

These are in order 1) the Essay Error, 2) The Self-Expression 
Error, 3) the Omnibus Error, 4) the Home-and-Mother Error, and 
5) the Error of the Undefined Purpose. 

{Please turn to page 53) 


1 JANUARY 1962 



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NEW YORK: 270 Park Avenue YUkon 61717 

CHICAGO: 8922-D N. La Crosse, Skokie. III. ORchard 4-5105 
DALLAS: 5641 Charlestown Drive ADams9 2855 

L.A.: 232 So. Reeves Drive GRanite 61564-STate 8-8276 

For list of TV stations programming Warner Bros. "Films of 
the 50's" see Third Cover SRDS (Spot TV Rates and Data) 

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*»#•# *«§i 

17.9 17.9 17.9 

(ABC -TV) 

(Net Y) 

(Net Z) 

Tie, we win. 

Nielsen, as though displaying seasonal 
good will toward all networks, came up with 
a dead heat for the last week of its first 
December report?' 

Significantly, these statistical senti- 
ments were expressed where they carry the 
most significance — the 50-market areas 
where the offerings of all 3 networks can be 
seen (or not, as the viewers choose). 

Tie, we win? Yes, we win with Ben 
Casey, top new show of the season. We win 
with such time-period winners as Naked City, 
The Flintstones, Bachelor Father, Hawaiian 
Eye, Rifleman, 77 Sunset Strip, Target: The 
Corruptors, Margie, and the very special 
Yves Mont and on Broadway. 

Well, Gentlemen, that ties it off for 
the first quarter of the 1961-62 season. 

Now, let's see who breaks the tie. 

ABC Television 

•Source: Nielsen TV Index 50 Market Ratings — Week ending Dec. 

3rd, 1961. Average audience of common commercial time periods, 

Monday thru Sunday, 7:30 to II PM. 

Interpretation and commentary 

on most significant tv/radio 

and marketing news of the week 



Copyright 1962 



SPONSOR-SCOPE last week went on its annual mission of seeking coming-year 
predictions from trade knowledgeables and found many of the crystal-bailers 
deeply conscious of one focal point, namely, Washington. 

And by Washington they meant the FCC and the repercussions its various probings and 
directives could have on the economic structure of tv and the relationship of the advertising 
field to the tv industry. To wit, Newton Minow would continue to keep the industry 
on pins and needles. 

Among the other arresting forecasts and expectations were these: 

• The general business weather presages a probable record in retail and automotive sales 
for at least the first six months, with advertising faring nicely from the upsurge. 

• A sharpening trend will be that of heretofore national brands pulling in their horns 
and being content to dominate in selected regions where the brand has the best oppor- 

• The tv networks will continue to pressure affiliates to share the risks of doing business, 
which, some say, would be tantamount to a reduction in station compensation. 

• The transition toward minute participations, both day and night, on the tv networks 
will become more pronounced than ever in 1962. Perhaps making it imperative is this: 
there's far more brand buying than corporate buying. 

• The big advertiser will find it increasingly difficult to get product protection 
for the full diversity of his line. The networks will exert this limitation for two reasons: 
(1) self-interests; (2) making it easier for affiliates to take care of competitive chainbreak 

• Selective spot tv will step up its counter-attack against network tv's weaning away 
spot perennials with minute participation plans, like widening local guaranteed time opportuni- 
ties a la Katz-Ziv-UA's Trailblazer concept. 

• Selective spot tv will also take the route of making its sales presentations at high 
executive levels and of selling itself as a primary medium, instead of something to use 
to support a network schedule. 

• Back-to-back 20's in nighttime chainbreaks came in for quicker acceptance than 
had been anticipated and this may portend a trend back to the shorter commercials. 

• If it hadn't been for the summer drag, 1961 would have been a sock year for 
spot tv; hence, rep business developers may be expected to hit much harder in their effort 
to fill this particular valley. 

A good 1962 omen for spot radio: it's been adopted into Kayser-Roth's Supp- 
Hose (Daniel & Charles) media family to the tune of around 40 markets, at the 
rate of 20 spots a week over six alternate weeks and starting 5 February. 

Up to now Supp-Hose's air media involvement has been limited to spot tv and net- 
work tv (Paar), with an expenditure up around the $4 million mark. 

What gives the entry into radio a special flavor: Supp-Hose's good-will target on the 
retailing end is department stores and specialty shops. 

A product which is closely related to weather and might make a nationwide 
source of business for local weather report programs is portable electric humidi- 

Already testing the affinity (on WBKB, Chicago) is Burgess Vibrocrafters, which is 
marketing its own humidifier through the Olian & Bronner agency. 

Burgess requires that the weathercaster do the commercial. 



SPONSOR-SCOPE continued 

The holiday week turned out anything hut a doldrum for new national spot 
tv business. 

Among the questing and buying out of New York : 

Fels Naphtha and Instant Fels (Manoff), daytime minutes and 20's, 20 weeks or longer, 
starting 29 January — this in addition to network; Swansdown bread mix (Y&R) , six week-, 
fringe minutes, 20's, starting 29 January; Dorothy Gray (McCann-Erickson) , four weeks, 
prime I.D.'s, 5 January; American Chicle (Bates), night minutes, 13 weeks. 3 January; 
Block Drug (DCS&S) for Green Mint mouthwash, 13 weeks. 

In the midwest: 

Campbell's Franco-American (Leo Burnett) for various products, 50 markets: Green 
Giant (Burnett); Schlitz (Burnett). 

The past year accounted for the migration of some huge ad budgets (Texaco's 
$18 million and Tide's $11 million, just to mention a couple), but the greater rel- 
evancy is how the agencies affected balanced out at year's end. 

Here's how it looked for several of the top-rank agencies after accounts gained and ae- 
counts lost were put through the summing-up traces by SPONSOR-SCOPE: 


J. Walter Thompson $42,000,000 $ 8,000,000 +$34,000,000 

Benton & Bowles 22,000,000 11,000,000 + 11,000,000 

Compton 16,000,000 9,500,000 + 6,500,000 

McCann-Erickson 5,000,000 26,000,000 — 21,000,000 

BBDO 2,000,000 9,500,000 — 7,500,000 

JWT's bigger acquisitions: Liggett & Myers, $25,000,000; Lever Bros., $8,000,000; 
Rheingold, $5,000,000; Pittsburgh Plate, $2,500,000. Schlitz ($3,500,000) and Elgin ($2,- 
500,000) were among those that vamoosed. 

Compton's big strike: Tide. Main loss: Mobil ($6,000,000), which moved over to 

D-F-S's hard rap was the exit of the L&M brand to JWT, which added $8-9.000.000 to 
JWT's haul from the cigarette giant. 

JWT is the latest agency to set up a separate subsidiary to handle its program* 
ing and commercial-making operations. 

It's mostly for bookkeeping purposes, particularly in the handling of taxes and rela- 
tions with the talent unions. 

The JWT subsidiary — something comparable to Interpublic's M-E Productions — will do 
all the contract signing for talent and wholly controlled programs and assume the re- 
sponsibility for handling, among other things, withholding taxes and residual payments to 
unions like SAG and AFTRA. 

Considering the fact that tv didn't get into bigtime programing until about 10 
years ago, the average tv home has had more years of tv exposure than you might 
think. That average is 8.4 years. 

This figure goes to show, if you don't mind looking back, that when the worthwhile pro- 
graming started to roll, the set prospects were right there ready to shell out in massive pro- 
fusion for tv-advertised goods. 

The following chart just composed by Nielsen provides a titillating retrospect on the 
growth of the tv homes and average length of usage. 






All homes 

Tv homes 

Tv penetration 

Avg. yrs. set use 













1 JANUARY 1962 

SPONSOR-SCOPE continued 

Shrewd analysts of the tv industry argue that the FCC sooner or later will have 
to face up to some serious paradoxes which some of its own pressures have hegun 
to pose, particularly in the area of network-affiliate relations. 

These contradictions, in essence: 

• If the networks are to respond to the commission's demand that they expand their pub- 
lic affairs and cultural services, then the networks, as they see it, require ample chunks of 
their affiliates time to make this economically feasible. 

• If the FCC puts maximum pressure at the station level for an improvement of the local 
job, then the station must preempt the time optioned to the network. It thereby runs the risk 
of weakening its position with the network and seriously affecting profits. 

• The stronger a station gets in terms of independence of action the greater the headache 
it becomes to the economic well-being of the network. 

Observe these analysts: those with high-sounding proposals cannot blind themselves to the 
hard economic complexities of an industry that is without parallel in the multiplicity of 
its public functions. 

If you take the LNA-BAR gross time billings as an index, daytime's share of 
tv network revenue in 1961 was about 3% bigger than in 1960. 

The daytime ratio for the two years: 28% vs. 25%, at least for the initial nine months 
of each year. 

The breakdown for the January-September span by network: 


ABC TV $ 19,200,000 $ 24,900,000 +30% 

CBS TV 57,000,000 54,000,000 — 5% 

NBC TV 46,700,000 70,100,000 +50% 

TOTAL $122,900,000 $149,000,000 +21% 

Ex-Lax (Warwick & Legler) has extended its NBC TV daytime commitment 
for 1962. 

It amounts to three alternate quarter-hours a week, about $700,000 in terms of gross 

The category itself in the way of ad expenditures is rather small, but it's in- 
triguing to note that the macaroni-spaghetti-noodles category has been gradually 
nudging more and more tv dollars from spot into network tv. 

The group in 1960 put around $2.3 million into spot tv. The indications are that the 
contingent will show about a million less for 1961 in that medium. 

Whatwith the two network tv medical series a focus of so much interest in 
the trade this season, it's interesting to note the progress they've been making 
along share-of-audience lines with each Nielsen report to date. 



I October 
II October 

I November 
II November 

I December 

(not on) 


As soon as the 4A's administrative committee gets around to giving its for- 
mal approval to the project, the SRA will distribute its booklet on the handling 
of film and tape commercials to stations, agencies, and reps. 

The 4A's broadcast committee has already given its blessing to the guide. 


1 JANUARY 1962 


SPONSOR-SCOPE continued 

Detroit-quartered reps report that Pontiac, which hasn't been quite generous 
even with network tv this season, is looking at spot tv with serious intent for 
early '62. 

This GM division spent around $300,000 in spot tv for the 1961 line. 

Look for a major revolution in the electric shaver field, both mechanically and 
in marketing, the latter part of 1962. 

Shaver merchandisers will tell you that any development creating excitement will be 
warmly welcomed, because this is one field whose sales haven't kept pace with population 

In fact, it's gone the other way, with this pertinent contrast: men's shavers have about held 
their own, while women's shavers have been in a slump. 

The TvB has compiled for itself a sort of Bureau of Missing Advertisers which 
would serve as a target of sales effort, some of them long-range and others not. 

What the TvB has in mind: luring these missing categories into the orbit of selling the 
public on their products and not merely the corporate image. Some of them would first 
have to be converted to consumer advertising and then to tv. 

The roster includes copper companies, ethical drugs, casualty and life insurance compa- 
nies, business machines, aircraft manufacturers (whose main objective would be to encourage 
more of the public — it's now around 15% — to travel by plane), hotel chains, cement and glass 
companies (aiming at home builders). Also a goodly number of trade associations 
that have a job to be done in acquainting the public with the part they play in the budget 
and economics of the American family. 

There may be a mushrooming of brands in the powdered milk-flavoring field. 

Favoring this category, particularly among the older kids, is the convenience factor, 
attested to by the rapid success, for instance, of Nestle's Quik. 

Where much of the powdered competition may stem: the old-line makers of canned flavor- 
ing, who, at the same time, would go on offering the liquid type as the preference for the 
4-7-year-old bracket. 

You'll find a lot of merchandisers who disagree with this theory but there's a 
growing credo among cosmetic makers that a company is better off when it con- 
centrates in 10 or so brands than in trying to cover the waterfront with scores of 

Contends this school of thought: when a manufacturer tries to match the extensive line of 
a competitor who has store franchises he can only end up frittering away much of his ad- 
vertising effort, particularly in view of the fact that a major part of his budget goes into tv 
and all of it must be apportioned for different periods of the year. 

Even the competition will admit that a pretty substantial degree of P&G's suc- 
cess has been due to the Cincinnati giant's penchant for going against the price 
drift and bringing out a more expensive brand. 

Two instances that point up this theme are the debut of Tide arid the takeover of Duncan 
Hines. Their basic stories: 

• While others in the soap detergent field were putting the accent on price, P&G fastened a 
premium ticket to Tide. 

• P&G proved that the market potential for cake mixes had been misjudged when it came 
out with a deluxe mix at premium prices and. in quick time, took over the single layer 
section of the field. 

For other news coverage in this issue: see Sponsor-Week, page 7; Sponsor 
Week Wrap-Up, page 46; Washington Week, page 35; sponsor Hears, page 38; and Film- 
Scope, page 36. 

18 SPONSOR • 1 JANUARY 1962 

*7 i 1 11^- ■■■•'■• • i : ii i '■ T~ ' '">n ' ' ' '■** i ■■■ * t*****- „ ]W m> -t iiw "■■■» ' ' ' 

It happens at every Raleigh-Durham Christmas 
Parade. Santa's supposed to climax the whole 
procession. Everybody knows that . . . except the 
kids. They're transfixed at the sight of a man 
named Herb Marks— ventriloquist, pixy and baby- 
sitter for two of his own. k j He's also 
Cap'n 5 on WRAL-TV. Maybe the name means 
nothing to your brood — but in Eastern N.C., it 
means that suppers start when his show ends 
. . . and not one chainbreak sooner. H 
Just ask any H-R man who steals Santa's thun- 
derand the hearts of a million kids in the Raleigh- 
Durham TV market. l_ 1L^ ^JL_ — J 



Raleigh-Durham, N.C. 

Represented Nationally by H-R 


1 JANUARY 1962 

555 5 

Capitalism meets Communism 
We arc interested in obtaining copies 
of the advertisement which appeared 
in your publication entitled "... a 
total commitment designed to enslave 
a total world." This advertisement 
consisted of two letters: one dated 
March 10. 1061. directed to you from 
Mr. Charles H. Crutchfield. executive 
vice president and general manager, 
Jefferson Standard Broadcasting Co., 
Charlotte (>. N. C. ; the second letter 
was one which a young Communist 
sent to a friend of his in the Tinted 
States describing his dedication to 

If reprints of this advertisement 
are available from your firm, we 
would appreciating your forwarding 

50 copies and request that The Boe- 
ing Company be billed for the cost 
involved. If not, we would be grate- 
ful for am information you could 
supply as to whom we might contact 
in regard to obtaining this material. 

William J. Fritz 
public affairs assistant 
The Boeing Company 

# \ii Fritz refers to a two-page advertisement which 
Brsl appeared In SPONSOR, 15 May 1961 lt.-prinis 
it.r avail. Mi- to readers upon request. 

Tv talks back 

I've read with great interest William 
B. Lewis' tv rebuttal ("Time for tv 
to talk back," 27 November). Please 


(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1320.100 Drug Sales $ 40.355.000 

Households 423.600 Automotive Sales $ 299,539,000 

Consumer Spendable Income General Merchandise $ 148,789,000 

$1,761,169,000 Total Retail Sales $1,286,255,000 

Food Sales $ 300,486.000 


According to March, 1961 ARB we average 71.7% share of audience from 
9 a.m. to midnight, 7 days a week in Monroe metropolitan trade area. 


Channel 8 
Monroe, Louisiana 


A James A. Noe Station 

Represented by 

H-R Television, Inc. 

The only commercial TV station licensed to 


Photo: Selig Manufacturing ( <>.. Monroe, Louisiana— manufacturers of quality upholstered 


send a few copies if they are still 

In his talk, he makes reference to 
four mass audience magazines. Out- 
side of Life, Look and Saturday 
Evening Post, I can't think of an- 
other which qualifies in that category 
rather than the specific segment or 
interest groups he also mentions. I'd 
appreciate being enlighted. 

Thanks for continuing to make 
SPONSOR the one weekly in the field 
giving me the in-depth and topical in- 
formation I need. 

Milton B. Shefter 
broadcast media director 
Maxwell Associates 
Bala Cynivyd, Pa. 

Speech of the year 

A word of thanks for the coverage 
of our annual meeting in sponsor. 
The Bill Lewis speech, as you know. 
is one for which we have had many 
requests and I am sure your printing 
it will help immensely in spreading it 
far and wide. ("Time for tv to talk 
back," 27 November.) 

The meeting went well, a fact 
which is somewhat satisfying in view 
of the work that went into the prepa- 

Norman E. (Pete) Cash 



AW York 

For the record 

Your editors got a fact mixed up. 
Joe Higgins is not vice chairman of 
the 1962 NAB Convention. (Tv and 
radio NEWSMAKEBS. 20 Novem- 

He is co-chairman, along with Bill 

Under NAB procedures, the vice 
chairmen of the radio and the tele- 
vision boards are the co-chairmen of 
the annual convention, and are chos- 
en by their respective associates with 
this duty in mind. 

The co-chairmen work the chair at 
alternate sessions each year, and they 
reverse the alternation annually. Thus, 
tv presided at the opening ceremonies 
this past year, radio will next year. 

Merrill Lindsay 
vice president 
Decatur. III. 



1 JANUARY 1962 

on your 

Designed by agency men 
For agency needs 

1961 TV Basics and Radio Basics are the most 
comprehensive publications of their kind in 
the field. They cover all the basic infor- 
mation on all subjects necessary to help 
finalize a buying decision. They should be 
on the desk of everyone involved in the 
purchase of time. 

Copies are still available at $1.00 each. 
Or-get them free with a year's subscription 
to SPONSOR at $8.00. 




Florence, daughter of the 
new Confederacy 

The confederacy is of industry and 
agriculture, the result a new and 
productive South. Florence, the nation's fift 
largest single-station market, is a 

unique heir of this dynamic union and a 
worthy target for television marketers. 







Florence, South Carolina 

Channel 8 • Maximum power • Maximum v< 
Represented nationally by Young Television Ct 

A Jefferson Standard stal 

affiliated with 

WBT and WBTV, Charl 


1 JANUARY 1962 

Both radio and 


should be 

1961 Estimate 
(millions of $) 




1962 Forecast 
(millions of $) 

1. Total U. S. Advertising 



2. Tv Advertising 

National (net and spot) 






Total tv 



3. Radio Advertising 

National (net and spot) 






Total radio 






TV-Radio Management Corp. 

will be a year of broad economic re- 
covery but there will be no cyclical boom of high 
prosperity. Practically every major business index 
should rise by 4% to 6% within the next 12 months. 
One year ago (sponsor, 2 January 1961), we 
predicted that the recession would extend itself 
nto the spring and that the subsequent recovery 
vould be modest and gradual throughout the re- 
mainder of 1961. Basically this has been the 
pattern during the past 12 months. The 1961 re- 

covery started in March-April at a fairly fast pace 
that petered out by mid-summer. For the next 
three to four months, the recovery took a hiatus but 
again got under way during the last quarter. Over- 
all in 1961, general business was approximately 
3% above the 1960 level. 

The improved rate of current cyclical expansion 
should extend into the late spring of 1962. This 
may be followed by a two- to three-month levelling- 
off period with a progressive upward push during 


1 JANUARY 1962 


the last four or five months of the 
\ car. 

Gros> National Product (GNP) 

should rise to a level of $565 billion 
during the last half of the vear. and 
could reach a level of $570 billion. 
During the full >ear of 1962, GNP 
should average out at a figure ap- 
proximately (V < above 1961. 

Since 1955, all media advertising 
has consistent!) approximated 2.3' < 
of GNP. In prosperous years, it has 
run fractional above the 2..V < fig- 
ure. There is no reason to assume 
that total "all media'" advertising will 
not equal 2.3% of GNP for 1962, or 
exceed this level by a small margin. 

I he majority of economists pre- 

dict a 1962 average GNP of $554 
billion. We estimate total "all media" 
advertising to reach $12,750,000,000 

possiblj $12,850,000,000. 

television will be the biggest bene- 
ficiary, percent-wise, with a gain of 
9' , to 10%. Radio, after a slow 
advance during winter and early 
~|>ring. will gain increasing favor 
among advertisers in the following 
months. Both tv and radio will at- 
1 1 act an increase of national (network 
and spot I and local advertising dol- 
lars. 1962 will chalk up a new his- 
torical high for total "all media" ad- 
vertising and for tv and radio. 

One year ago, we forecast tv ad 
expenditures of SI. 75.1.000,000 — an 


Highspot trends in 1962 economy 

J b Gross National Product should rise approximately 6% over 
1961 and reach $565-570 billion for the year 

2. Broadcast advertising (radio and television combined) will 
get a greater share of total advertising — 20.2% vs. 19.7% 

3. 95% of tv stations will enjoy greater sales volume in 1962 
than 1961. Total tv will be up about 9% in both network and spot 

4. Radio's 'Prince & Pauper' condition will continue with 400- 
700 stations showing increases, many more fighting to break even 

5. Consumer Spendable Income will be up 6-8% in 1962. Re- 
tail sales should rise 6-7%, durable goods up 8-9%, services 10% 

g a Housing is on the upswing compared to a year ago. Housing 
recovery means greater demand for home furnishings, appliances 

J b Automobiles will have second biggest year in history in 1962. 
Production of U.S. cars expected to reach 6,600,000 

Q Steel faces an unpredictable year. Industry should expand 
at least 10% but strike appears likely after July 1962 

b Farmers will buy more appliances, clothing, building im- 
provements and services, plus 10% more machinery, equipment 

10. C re d't policies will tighten as the recovery progresses. This 
fact is not expected to depress business in 1962 but may in 1963 


increase of 7' i over I960. Prelimi- 
nary estimates now indicate that 
Sl. 71(1.01)0.(100 was spent for tv ad- 
vertising — an increase of 6.8%. The 
significance of tv's 1961 expansion 
is better evaluated when one coni 
siders the main adversities with 
which it was embattled. Critic- and 
competitors subjected the industry 
to tremendous public condemnation, 
The national economic climate wad 
generallv so unfavorable that every 
other advertising medium either ex- 
perienced a small shrinkage in sales 
or made only fractional gains. Yet, 
despite these circumstances, television 
experienced a strong growth. 

We also predicted that radio 
gains, if anv. would he small and not 
exceed 3' < in 1961. with pronounced 
and wide divergence between sta- 
tions and markets. Preliminarv 61 
estimates indicate that radio didn't 
achieve the expected gain. 

Last year, tv was the only ad medi- 
um that experienced strength and 
noticeable improvement. We expect 
that tv's 1961 hillings increased about 
6.8$ while all media total advertis- 
ing advanced by only 1% to l.5%| 
Radio had a difficult year even 
though some 500 to 700 stations im- 
proved their gross sales. Radio- sit- 
uation was anticipated in our "be- 
ginning-of-the-year" forecast. At best, 
we expected no better than an over- 
all radio expansion of 3'y with the 
likelihood that even less growth 
would occur. What we did not fore- 
see was the comparativelv severe de- 
cline which developed in national 
spot during the last four months of 
the vear. We now attribute this to 
the hiatus which developed. late 
summer and early fall, in the over- 
all general business recovery. Local 
radio remained moderatelv strong 
throughout most of 1961. except in' 
certain markets where heavv unerJ 
ployment continued and retail sales j 
lagged in recovery. 

\\ hen the final figures for '61 are 
tabulated, total radio advertising will 
undoubtedly be nearly 2% down 
from the 1960 total of' $668,000,000 
with average per station revenue off 

On the other band, tv advertising 
advanced nearly ~' '< in national (net- 
work and spot) and l'< in local ad- 
vertising outlays. Overall, our esti-| 



1 JANUARY 1962 

mates show tv advertising up 6.8%. 
For 1962, total broadcast adver- 
tising expenditures should reach 
$2,595,000,000, or 20.2% of all 
media advertising, as compared with 
an actual of 19.7% in 1960. In 

1961, tv alone accounted for 14.1% 
of all media advertising. We expect 
this percentage to rise to 14.6% in 

1962. Radios percentage will re- 
main about the same. 

Within the tv industry, 1962 prog- 
ress will be widespread. Fully 95% 
of the nation's tv stations will enjoy 
larger sales revenues. The principal 
exceptions will be uhf operations in 
certain intermixed markets and a 
handful of vhf stations in markets 
where the FCC adds a competitor. 

As for radio, the 1962 record will 
again be a "prince and pauper" story 
even though the overall industry ad- 
vances by nearly 9%. Approximate- 
ly 500 to 600 radio stations will 
score a 10%-20% increase in adver- 
tising revenues; approximately 1,500 
radio stations will advance by 4%- 
6%, while another 1,400 stations will 
struggle to retain their level of ad- 
vertising income or minimize their 
decline. Among the stations most 
likely to gain more revenue are the 
well-managed ones in the top 75 met- 
ropolitan markets. 

Both the trend of 1962 general 
business and the dimensions of re- 
covery appear to be reasonably pre- 

The 1960-1961 recession left no 
serious scars on the national econ- 
omy except prolonged unemployment. 
However, chronic unemployment of 
more than 4,000,000 persons existed 
even at the 1960 economic peak. No 
severe setbacks were suffered in the 
major sectors of consumers or pro- 
ducers. The recession was the mildest 
in post-war cyclical records. 

Throughout the recession personal 
income remained relatively high with 
a reduction of only 5% from the 
January (1960) high to the February 
( 1961 ) low. Gross National Product 
declined by only 2% from the 1960 
second quarter peak of $506,400,- 
000,000 to the cyclical low of $500,- 
800,000,000 in the first quarter of 

Since the first and second quarters 
of 1961, GNP and personal income 
have been rising. The trouble has 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii ii minimi iiiiiiiiiiiiiiimii iiiiiiiiiiiiiiiiiiiiiiiiiiimimiiiiiiiiiiimiiimi iiiiii iiiiiiini! iiiiiiiiiiiiiiiiui mi 

Economist Doherty 

has fine record for 

forecast accuracy 

RICHARD P. DOHERTY, whose annual predictions of ad volumes 
and business trends have been carried in SPONSOR for the past 
three years, has racked up a record of almost pin-point accuracy 
in his forecasts. In January 1961, for instance, he predicted a rise 
of 7% in tv volume and "that radio's gains, if any, would be small— 
at the most not over 3%." Preliminary estimates show that tv rose 
6.8% in 1961, and radio failed to hit a 3% increase. Total 1961 U.S. 
advertising similarly close to his forecast for year-end estimates. 
Doherty, who heads a Washington firm of radio/tv business con- 
sultants, is a former NAB vice president and well known economist. 
His background includes 18 years as a university professor, mem- 
bership in Phi Beta Kappa, authorship of five textbooks and many 
articles on economics. He served as management representative 
at seven international conferences between 1948 and 1961. 

been that the general public did not 
step up spending and buying for 
goods and services until about No- 
vember 1961. Probably one of the 
most significant determents to im- 
proved buying was the apprehension 
over the Berlin crisis and the psy- 
chology of "survival." It is difficult 
for the typical consumer to think of 
bomb shelters and, at the same time, 
washing machines, refrigerators, tv 
sets, and similar consumer goods. 

Last November, consumers began 
to open their pocket books and buy 
more merchandise. 

Consumer spendable income has 
been rising steadily since last spring 
and can be expected to advance by 
another 6%-8% during 1962. Char- 
acteristically, consumers use their 
disposable income to buy goods. Un- 
less we have another "hot war" crisis. 
consumers will use their income to 
buy more goods and services. We 
expect retail sales to rise by an aver- 


1 JANUARY 1962 

age of 6%-7% with the sale of dur- 
able goods advancing by 8%-9%; 
non-durable goods will rise 5% and 
services nearly 10%. 

Government spending (federal, 
state and local) will increase by $11 
billion bolstering the flow of spend- 
able money and employment. 

Housing, a major industry, is 
primed for a good recovery. In fact 
the 1962 outlook for housing is one 
of mild optimism. A year ago hous- 
ing was on a down-swing. We ended 
1961 with a moderate housing up- 
swing which is expected to continue. 

The auto industry will domestical- 
ly produce approximately 6.600.000 
cars and sell 7,000,000 units includ- 
ing 400.000 foreign cars. 1962 
should be the second best auto vear. 

Steel, a major economic factor, is 
faced with an unpredictable vear 
ahead. Linked to the recovery proc- 
ess, the steel industry should nor- 
mally expand by at least 10 r ; . How- 


ever, the likelihood is that a strike 
will result from the upcoming nego- 
tiations of the union contract which 
terminates this Jul\. 

Throughout the agricultural areas 
and markets of the nation, farmers 
will buy a greater quantity of home ap- 
pliances, clothing, building improve- 
ments, and services. The) will also 
purchase about 10% more farm ma- 
chinery and equipment. Higher farm 
purchases are anticipated not because 
farm income will rise — it will pos- 
sibl) decline slightly — but because 
agricultural income has stabilized 
and because farmers possess a better 
understanding of what to expect un- 
der the Administration's farm pro- 
duction-price control program. 

As general business recovery pro- 
gresses, and as the government en- 
larges its cash financing, money and 
credit policies will tighten and inter- 
est rates will rise. This process will 
not depress 1962 business but it will 
become a drag upon 1963 economic 
advancement. It probably will also 
soften the rise in stock prices dur- 
ing the latter six months of 1962. 

Inflation will not be a significant 
factor in the 1962 recovery. Prices 
will rise but at a slow, imperceptible 
rate. By year's end, prices will be at 
least 1% above the current level — 
and possibly 2';' higher. 

At the end of 1960, the majority 
of economic indexes were still mov- 
ing downward. The past nine to ten 
months have witnessed a revitaliza- 
tion in most every sector of the econ- 
omy — even though the rate of im- 
provement has been slow and not 
consistent for many business indexes. 
Within the recent past six weeks 
there has been a noticeable accelera- j 
tion in production, employment, 
spendable income, and buying. 

Television is not, strictly speaking, 
a cyclical industry which moves up 
and down with general economic 
curves. Nevertheless, tv gains most 
when the nation's economy is swing- 
ing upward and consumer sales are 
advancing. The climate of 1962 
should produce enlarged tv advertis- 
ing at local and national levels. 

Radio is a cyclical industry which 
responds in large measure, to local 
retail sales. During 1962, retail sales 
will rise by at least 6 r v and, in con- 
sequence, radio should do well. ^ 


^ Six-month, $2 million campaign caps four years of 
radio usage by the airline, gets under way this month 

^ Northwest turned to radio to emphasize the fun and 
glamour of flying, also uses medium for factual ads 


hat successful radio campaigns 
usually result from the application of 
the medium to carefully-pinpointed 
marketing and sales objectives is the 
firm philosophy of Northwest Orient 
Airlines, St. Paul, who, through its 
agency, Minneapolis-based Campbell- 
Mithun, has relied heavily on radio 
to fill airline seats. 

The sales problem confronting air- 
lines is similar to that of radio, ex- 
plains Benjamin G. Leighton, Camp- 
bell-Mithun timebuyer, who has 
been closely involved with NWA's 
radio history: Like every unsold ra- 
dio spot, every unsold airline seat is 
gone forever. 

This month, NWA will launch a 
six-month spot radio campaign, the 
higgest in its advertising history, 
with a SPONSOR-estimated budget of 
approximately $2 million. Thirty- 
three U. S. markets will be used, and 
NWA's pattern has been to buy more 
than three stations in each. NWA 

serves 14 major cities, 14 smaller 
cities, plus cities in Canada, Alaska, 
Hawaii, and Formosa. In addition, 
the airline advertises in five major 
U. S. cities "off-line," where a natu- 
ral traffic flow leads to an NWA- 
se rv iced city. 

NWA's 14 major cities are these: 
New York, Washington, Pittsburgh, 
Cleveland, Detroit, Chicago, Mil- 
waukee, Minneapolis-St. Paul, Spo- 
kane, Seattle, Portland, Atlanta, 
Tampa, and Miami, for domestic 

At various times during the past 
four years, NWA has used radio 
schedules in most of its U. S. mar- 
kets and the Orient — including Ja- 
pan, the Philippines, Okinawa, and 
Hong Kong. Combined with its ra- 
dio campaigns, NWA uses some large 
space newspaper ads in cities offer- 
ing the greatest customer potential. 

NWA's reliance on radio (it is 
now 60-65% of its ad budget) as its 
major advertising medium evolved 

KEY FIGURES — Both client and agency (Campbell-Mithun) personnel working on Northwest 
Orient ads are intimately involved in media planning. They include Russell Kruse, dir. of adv. 
for the client (I), and Harry Johnson, v. p., media dir. for the Minneapolis-based ad agency 



1 JANUARY 1962 


KEY AIRLINE MARKETS— Northwest Orient's new $2 million radio campaign will hit 33 U.S. markets. They include 14 
major cities (circled), 14 smaller cities, five 'off-line' cities. More than three stations in each city are used, with news- 
casts, traffic times being the preferred buys to reach the businessman who does most of the flying on U.S. airlines 

from a creative approach designed 
to emphasize the fun and glamour of 
flying and the romance of travel in 
the Orient. From this approach came 
the now-renowned jingle, "Give 
Wings to Your Heart." To impart 
some Oriental atmosphere, the gong 
— an authentic, ancient Japanese in- 
strument from Tokyo — was incor- 
porated into the jingle, and has now 
become the NWA radio trademark. 

This creative approach naturally 
j led NWA and the agency to its orig- 
inal serious consideration of radio, 
iLeighton says. Further, NWA's sales 
I department felt the need for specific 
advertising techniques that would fill 
empty seats, promote flight schedule 
changes, list destinations, lagging 
| flights, and changes of equipment 
^nd in-flight services. 

Radio was selected initially. It 
I was a logical choice, Leighton feels, 

because it could be bought quickly; 
copy changes could be made easily 
where and when necessary. "It 
seemed to meet all our day-to-day re- 
quirements," Leighton says. 

NWA's advertising, prior to the 
fall of 1957, was limited mostly to 
small-space newspaper ads announc- 
ing flight schedules and departure 
times. Spot television was used oc- 
casionally to exploit new equipment. 
But it was NWA's feeling that the 
small-space ads were too similar to 
other airline advertising, and, ac- 
cording to Leighton. strong results 
were not obtained. 

To test radio's ability to fulfill its 
advertising needs, NWA conducted a 
test using radio stations in the De- 
troit market, and the jingle was in- 
troduced for the first time. Later on, 
and under varying circumstances, 
heavy saturation schedules were 

placed in several other cities to pro- 
mote lagging flights. The results, 
Leighton reports, were all good. 

Then, beginning early in 1958, 
schedules of up to 60 spots per week 
were placed in NWA's eleven major, 
domestic on-line cities. Every third 
or fourth week, these schedules were 
strongly increased for a two or three 
week period. 

Later in 1958 and in early 1959, 
Campbell-Mithun began a qualitative 
study of radio, to determine the rela- 
tionship between programing .and 
audience composition. The agency 
and NWA were interested in two 
things primarily: Adults in the audi- 
ence and the aspects of radio that 
attracted NWA's own travel market. 

Most of the flying in the U. S. is 
done by businessmen, who fl\ not 
only for business, but also on per- 
( Please turn to page 51 l 


1 JANUARY 1962 




DESPITE THE FACT that he was the most well-publicized man ever to become president of NAB, LeRoy Collins is still a "mystery man" to many 


^ Last year when LeRoy Collins became NAB head, 
Ed Murrow said, "You're stepping into a jungle" 

^ Here in an exclusive Washington interview the 
Governor reviews his first 12 turbulent months in office 


Hu\. you re stepping into a 

jungle," warned Ed Murrow last Jan- 
uary when Florida's ex-governor Col- 
lins became president of the NAB. 

''Ed. based on what I know of the 
I . S. Information Agency, you re 
stepping into a jungle, too." said 
Collins to Murrow. 

The Governor tells his story with a 

little rueful laugh, and there is no 
question that, in the last 12 months, 
his eyes have been opened by the 
complexities of broadcasting's intra- 
mural jungle warfare. 

"I knew the job would be tough," 
he confided recently to SPONSOR, "but 
I didn't expect there would be quite 
as many conflicting factions." 

Undoubtedly the presence within 
the NAB of such opposing interests 
as networks vs. stations, tv vs. radio, 
am vs. fm. large operators vs. small 
operators, vhf vs. uhf, has compli- 
cated Collins' first year in office. 

But it does not explain why the 
Governor, probablv the most publi- 
cized man ever to become NAB head, 
remains after 12 months a "man of 
mystery" to mam broadcasters, an 
unknown quantity who is even re- 
garded with suspicion and distrust 
by certain segments of the business. 

Two weeks ago. in an effort to pierce 
the Collins mystery and to discover 
what the industrx can expect from 
the NAB leader in 1962. SPONSOi 


1 JANUARY 1962 

journeyed to Washington for a long, 
confidential, and exclusive interview. 

From his statements, and from a 
careful piecing together of the events 
and activities of other industry lead- 
ers in 1961, sponsor has fashioned 
what we believe is the first really 
thoughtful and responsible analysis 
of the Collins year and the Collins 
character which has appeared in any 
trade publication. 

1. Collins and Minow. The most 
pointed criticism that has been leveled 
at Collins by broadcasters has been 
that he has been working hand in 
glove with FCC Chairman Minow, 
that in fact, he has followed Minow 
line rather than "working for the 
guys who pay him." 

On the other hand, some of his 
strongest NAB adherents have con- 
tended that there are many differ- 
ences between the Collins philosophy 
and that of the FCC Chairman. 

SPONSOR questioned the Governor 
closely on this point. In only one 
but highly important area do the 
Minow-Collins views seem at odds. 

Collins takes strong exception to 
the FCC chairman's contention that 
"most of television's problems stem 
from lack of competition." 

He says, "I believe the commis- 
sion's idea of a single uhf spectrum 
with a vast increase in the number 
! of tv stations would bring chaos to 
I the industry and greatly hurt tv pro- 

"You cannot improve tv programs 
by introducing cut-throat competition 
with everyone scrambling for a dol- 
lar. Only strong, well-financed op- 
erations can produce real program- 
ing in the public interest." 

On other points, however, it is 
difficult to detect serious criticism by 
Collins of the Minow viewpoint or 

"I told the Chairman when be 
made his RTES speech about chil- 
dren's programing, that he was com- 
ma; dansrerouslv close to censorship," 
jsavs ^o'lins. "but as you have seen 
'he did not press for his ideas." 

Of the Commission's failure to re- 

jnew the license of a New Jersev sta- 

j tion which had made no effort to 

determine communitv needs. Collins 

jsavs, "Do you call that censorship? 

(, I don't." 

s. Of the criticism leveled at the 

Commission for supposed interfer- 
ence in the sale of WNTA, New York, 
Collins professed ignorance of the 
full facts, but said, "On the surface 
it would seem that such interference 
was irregular, except under the most 
extraordinary circumstances. But I 
am not sure that there weren't extra- 
ordinary circumstances." 

His respect for Minow is obvious. 
"The Chairman is not a vindictive 
man," he says," and there has never 
been the slightest suggestion of his 
operating on a basis of — take my 
ideas or else." 

On the other hand. Collins feels 
that much of the criticism that has 
been directed at Minow should more 
properly be directed at the structure 
of the regulatory agencies. "I am 
far from certain they shouldn't be 
set up as judicial bodies, operating 
under the same kinds of rules and 
procedures as the courts. As it is, 
they are creatures of the legislative 
branch, and they are also creatures 
of the executive branch since the 
chairman is appointed by the presi- 
dent and is a member of the Admin- 
istration team." 

2. Collins and Government. Un- 
doubtedly the strongest single clue to 
an understanding of LeRoy Collins 
lies in his concepts of government. 
He made this highly revealing and 

significant statement to sponsor: 

"I have been distressed to find that 
many broadcasters seem to operate 
on the assumption that government 
is basically evil. I don't start with 
any such idea. My experience has 
taught me that government is basic- 
ally good — until proved otherwise." 

His appraisal of his own job at 
NAB contains a strong element of 
what might be considered a govern- 
ment viewpoint. "I don't think there 
is a job like it in the country," he 
says. "It's a combination of public 
service and private enterprise and. 
strangely enough, it doesn't have the 
security of either one." 

Pressed for an explanation, he 
said, "In private business you can 
have fights and quarrels and enemies. 
But as long as you do your job and 
run a profitable operation \ ou're all 

"In public life, you often have to 
battle, as I have done many times, 
with lobbies and legislatures and 
politicians. But as long as you can 
keep constantly in front of you the 
idea of doing 'what's best for the 
public' you have nothing to worry 

Obviously Collins looks upon the 
post of NAB president as one which 
must try to satisfy both private profit 
[Please turn to page 51) 


Collins to be an 'advocate' in 1962 

WHEN LeRoy Collins took the job of NAB president 
he told the NAB Selection Committee he was determined 
to be an "advocate" for the business. In this exclusive 
sponsor interview, Collins reveals that 
he will greatly expand his speaking 
activities in behalf of the indutry dur- 
ing the coming year. He is planning 
to accept invitations from many groups ■ 
which are important to broadcasting 
such as the Automobile Dealers' Assn., 
and he told sponsor that he hop :s to 
appear before at least five state broad- 
caster associations' meetings. 



1 JANUARY 1962 


They're the top buyers 
(on the West Coast) 

^ When it comes to timebuying savvy on the West 
Coast, here are the buyers the western representatives 
rate highest along with some of the reasons why they do 

The conclusions arrived at in the 
story below were gleaned from a spe- 
cial sponsor survey which brought 
replies from some 35% of the na- 
tional and regional reps on the West 
Coast. They included comments from 
the majority of major rep firms. 

The photos shown on these pages 
are of timebuyers mentioned most 
often by these reps, although at press- 
time it was not possible to obtain 
photos of a few of the prominently 
noted buyers. 

Photographs of J. Walter Thomp- 

son s (San Francisco) Elenore Nel- 
son; EWR&R's (Los Angeles) Leslie 
Wallwork; Cole & Weber's {Port- 
land) Ralph W. Rogers; and Carson 
Roberts' (Los Angeles) Eddie Smar- 
dan, arrived too late to make the 


hen it comes to the business of 
timebuying, out on the West Coast 
it's a woman's world. Aside from 
the fact that this agency function is 
predominantly a female performance 


Donahue & Coe, LA. 

Campbell-Mithun, LA. 


Hixson & Jorgensen, LA. 

Foote, Cone & Belding, S.F. 


Wade Advertising, L.A. 

- — in this geographic area, anyway— 
the girls there appear to be endowed 
with a particular flair for the busi- 
ness, to hear reps talk about it 

This was pointed up in a just con- 
cluded sponsor survey (among near- 
ly all West Coast-based reps) which 
sought to put the finger on the most 
knowledgeable timebuyers in that 
locale. And although the men were 
not out of the picture, they were con- 
siderably out-numbered by their fe- 
male counterparts. 

In addition to votes garnered by 
both men and women timebuyers un- 
der the heading of "most knowledge- 
able" — the sponsor survey elicited a 
host of other accolades including 
such lofty qualities as honesty, integ- 
rity, minimum emotional bias, easy 
accessibility, common sense, willing- 
ness to review adverse decisions, and 
receptivity to new ideas and ap- 
proaches. (No rep, of course, would 
permit his name to be used.) There 
were also a number of special and 
individual tributes. Here is, a run- 
down of the distaff nominees, listed 
roughly in order of votes received: 

High on the list of top-rated time- 
buyers, according to reps, is Mrs. 
Julie Herrell who works out of 
Young & Rubicam's Los Angeles of- 
fice. Many reps credited Mrs. Her- 
rell with one of the finest minds in 
the business. Mrs. Herrell. dubbed 
"a real pro," is particularly respected 
for this one quality: she'll get be- 
hind an idea. 

Foote, Cone & Belding's Bernice 
Le\ itas. another Los Angeles gal 
who came in for a good share of 
rep accolades, has been cited for her 
thorough knowledge of stations and 
the radio business in general. With 
many years of media buying to her 
credit. Miss Levitas is considered 
highly adept at balancing and weigh- 
ing station characteristics for her cli- 
ents. She is considered not only a 
superb mathematician but is also 
touted as strong in the intuitive 
areas. Reps will tell you also that 
Miss Levitas is capable of making 
inter-media and intra-media selec- 
tions based not only on the methods 
used by less knowledgeable buyers 
(such as cost-per-1,000) but on the 
basis of facts not considered impor- 
tant by novices. She also has, reps 
said, a good working knowledge of 



1 JANUARY 1962 

the problems which face a client and 
is at home with marketing and dis- 
tribution difficulties. 

Harriett Weigand of Hixson & 
Jorgensen, Los Angeles, is said to be 
endowed with a remarkable knack 
for applying common-sense methods 
to timebuying problems. Also a me- 
dia buying veteran, Miss Weigand is 
regarded warmly by West Coast reps 
for her open-mindedness and trust in 
their judgment on many occasions. 
Miss Evon Prose of Campbell- 
Mithun, L. A., is known to reps as "a 
good thinker." As a media supervi- 
sor, she has maturity of judgment. 
a real knowledge of the broadcast 
business, and authority with her cli- 
ents to buy first and tell them later. 
Of BBDO's fin San Francisco) 
Betty Share who has 15 years of 
broadcast buying experience behind 
her, it is said that she has done a 
first-rate job in teaching her subordi- 
nates the elements of how to buy 
well. She is now associate media 

Lydia B. Beeve, a long-time Foote, 
Cone & Belding buyer, was painted 
as an all-around talent. Now a me- 
dia group supervisor, the FC&B An- 
gelino still does some buying. 

Mrs. Clarice McCreary, Honig- 
Cooper & Harrington, San Francisco, 
buyer on the agency's two largest ac- 
counts, Clorox and United Vintners, 
received rep votes for her detailed 
knowledge of stations in depth and 
consequently her strength in being 
able to put her finger on just the 
right station for her client. 

Donahue & Coe's Kay Ostrander 
has earned for herself the esteem of 
the Los Angeles reps because she is 
■;, not a strictly-by-the-numbers buyer 
and for her shrewd ability to select 
comer" whether it be station or a 

Perhaps one of the youngest of the 

pros" in broadcast buying ( in terms 

of experience), McCann-Erickson's 

(San Francisco) Marian Monahan is 

onetheless regarded by reps as high- 

y capable. She is able, they'll tell 

ou, to evaluate the research avail- 

ble to McCann-Erickson buyers with 

n objectivity and insight normally 

ot expected from a media buyer of 

er experience. 

Another San Franciscan, Fletcher 

ichards, Calkins & Holden's media 



JULIE HERRELL of Young & Rubicam, LA., 
rates high on the West Coast as "a real pro 
with one of the fi nest minds in the business" 

director Doris Williams, was cited 
for her record in anticipating what 
new programing will click and what 
will die. A 12-year vet in the busi- 
ness, Miss Williams is said to con- 
sider importantly the climate of ad- 
jacencies. She also has a reputation 

for demanding, consistently, more 
creative presentations. 

Compton's Jean Carroll is respect- 
ed in Los Angeles for her unusually 
fine background in marketing and 
research, while Erwin Wasey, Buth- 
rauff & Ryan's Mrs. Pat Frey is fa- 
vored for taking the time to look be- 
yond the numbers despite the fact 
she is involved in large-scale, multi- 
market buying out of her Los An- 
geles post. 

Also at the Los Angeles office of 
EWR&B is Mrs. Muriel Bullis Hor- 
ner respected as knowledgeable be- 
cause she acquaints the reps who call 
upon her with the facts about the 
problems the client wishes to solve 
with the use of a particular medium. 
She also gives a rep ample oppor- 
tunity to present his medium in the 
best possible (but most factual) light. 

Peg Harris of Cuild, Bascom & 
Bonfigli, (San Francisco i is said to 
have the ability to combine, most ef- 
fectively, a tremendous knowledge of 
broadcasting and a cool objectivity 
with warm understanding of a sta- 


Honig-Cooper & Harrington, S.F. 


Guild, Bascom & Bonfigli, S.F. 


McCann-Erickson, S.F. 


Hoefer, Dietrich & Brown, S.F. 

Atherton-Privett, L.A. 


MMH&H, Seattle 


1 JANUARY 1962 



Guild, Bascom & Bonfigli. S.F. 


Foote. Cone & Belding, L.A. Garfield, Hoffman & Conner, S.F. 

FRC&H, S.F. 


McCann-Erickson, L.A. 


Anderson-McConnell, L.A. 


Young & Rubicam, S.F. 


EWR&R, L.A. 


Lennen & Newell, S.F. 


lions community empathy and 

Kenyon & Eckhardfs Jane Mars 
(L. A.) is said to be "open-minded." 
using ratings only as part of the de- 
cision while Joy Harper of Doyle 
Dane Bernbach (also L. A. I rates 
high for her knowledge of stations. 

Other girls nominated as top-notch 
knowledgeable timebuyers by West 
Coast rep people are these: Jeanne 
Malstrom — Lennen & Newell. San 
Francisco; Helen Stenson — FC&B. 
San Francisco: Nancv Cummings 

Y&R, San Francisco; Kay McNa- 
mara — Hoefer. Dietrich & Brown. 
San Francisco: Joan Anderson — 
Cappel, Pera & Reid. Orinda, Calif.: 
Elenore Nelson — J. Walter Thomp- 
son, San Francisco; Mary Cain — 
McCann-Erickson, Los Angeles: Fi- 
leen Henriquez — J. Walter Thomp- 
son, Los Angeles; Dorothy Sutton — 
EWR&R. Los Angeles; Sylvia Good- 
friend — Honig. Cooper & Harring- 
ton, Los Angeles; Jane Leider. me- 
dia director — Atherton-Privett, Los 
Angeles; Mary Ellen Wheeling, me- 

dia director — Anderson & McCon- 
nell. Los Angeles; Dorothy Staff — 
Cole-Fischer & Rogow, Los Angeles; 
Donna Jackson — Showalter Lynch, 
Portland: Mrs. Fran Lindh — Gar- 
field. Hoffman & Connor. San Fran- 
cisco; Virginia Crawford — EWR&R, 
San Francisco: Margot Stevens — 
Fisanuin. Johns & Law, Los Angeles; 
Gertrude Lyman — Pacific National 
\dvertising. Seattle: Man Mimmo — 
R. G. Montgomery, Portland: and 
Marilyn Lees — Botsford, Constantine 
& Gardner. Portland. 

\mong the men whose skill in 
timebuying evoked considerable 
praise from West Coast reps is Doyle 
Dane Bernbach (L. A.) media di- 
rector Jerry Sachs whose ability has 
been summed up like this by a rep: 
"His education, experience, and fine 
mind combine to make him outstand- 
ing in research methodology, statis- 
tics, and plain, common-sense media 
buying." It was also said that Sachs 
has a "tremendous" grasp of markets 
and marketing and is a dedicated 
person with an acute sense of his 
professional responsibility. 

Another Los Angeles male. Walter 
Mayer, media director of Wade, 
made the list of most knowledgeable 
timebuyers for his "unusual perspec- 
tive, balance, and judgment. ' while 
McCann-Erickson's Boh Billingsley, 
despite his youth, is rated as a defi- 
nite "comer" in Los Angeles and 
''probably the most promising of the 
local crop of undergraduates." 

Guild. Bascom & Bonfigli's Lyndon 
Gross of San Francisco came in for a 
good share of praise for his compre- 
hension of clients' marketing objec- 
lives and for his general helpfulness 
to the reps. 

EWR&R's (L. A.) Leslie Wallworl 
has been cited as a fast thinker, per- 
ceptive and logical. 

Other male timebuyers who made 
off with top ratings from the West 
Coast reps: Leo Bowman — Rein 
herdt. Oakland. Calif.; Bob Wesson 

Miller. McKay. Hoeck and Har- 
tung. Seattle: Ralph W. Rogers, ra 
dio tv director — Cole and Weber, 
Portland; Ed Smarden — Carson Rob 
cri-. Los Vngeles; John Gailhraith - 
Y&R. Los Angeles: Jack Hopkins — J. 
Walter Thompson. Los Angeles; Jerry 
Gilley — Guild. Bascom & Bonfigli. Se- 
attle: George Anthony — FC&B. L 
{Please turn to page 53) 



1 JANUARY 1962 

Media people: 
what they are doing 
and saying 


Frank McCue, formerly with D-F-S, now selling for Jack Masla. 
... A record for media dept. advancement is Jack Caplan at 
K&E: Beginning less than two years ago in media research, he 
suhsequently was made an asst. buyer, then a buyer, and recently, 

a media group head Riedl & Freede is looking for all-media 

buyers. . . . Shirley Weiner of Manoff is on a two-week Carib- 
bean tour. 



people and, in particular, media personnel received more 

bizarre cards, gifts and tok- 
ens this Christmas than in 
many past years. Some ex- 
amples: A picture of the 
bowling team of the Fanny 
Farmer candy factory. . . . 
A package of 10 sweat bands 
for a man's hat. . . . An 
earring featuring a knife to 
open clams. . . . And, the 
wildest of them all. a lino- 
leum disk to place as floor- 
ing in your bird's cage. 

Marie Coleman of Don- 
ahue & Coe, at the Pen 
& Pencil, told about her 
relatives who visit her 
every Christmas. Said 
Miss Coleman : "This 
year thev came earlv — 
1951." . . . Pride in the 
profession : At Vincent & 
Neal's Hampton East, a 
nedia dir. commented, "It's rude to ask anyone what he does 
or a living. If he's in advertising he'll tell you — and if he isn't, 
lon't embarrass him." 

^T PSW's 'Holly Day' fete: (seated) Nat Gay- 
ter, Bates. Charles Kinney of PGW looks on 

At the Grinzing Restaurant. Joe Baisch of WREX-TV. Rockford. 111., 
xplained to Tom Flanagan of Riedle & Freede how the station did a 
ive remote of a ceremony from a Rockford Catholic Church recently. 

"Where was the camera concealed?" Flanagan asked. 

'Alter right." Baisch replied. 

Len Soglio of Hicks & Greist recently bought a new Pontiac 
empest — and then, at the holiday party of the Women's Ad- 
ertising Club of New York, he won free rental of a 1962 Chev- 
olet. Soglio, lunching at the Envoy Restaurant, said: "It's the 
rst time I've been that lucky since I won a one-way trip to 
long Kong. To get back, you had to buy another raffle ticket 
i Hong Kong." ^ 

'OXSOR • 1 JANUARY 1962 

with the 
BIG CHEESE in Wisconsin 

Not only 3/4 million people 
i but 2 million cows. 



National and regional buy& 
in work now or recently completed 



Paxton & Gallagher Co., Omaha, will promote Butter-Nut coffee 
in a limited market. 52-week campaign which begins 1 Januan. 
Time segments: prime and fringe night minutes and breaks. Vgencj : 
Tatham-Laird. Buyer: Jim Spero. 

Lever Brothers, New ^ ork, will promote Imperial margarine in 
-even markets for six-eight weeks starting 1 January, lime seg- 
ments: day and night minutes. Agency: Foote, Cone & Belding. 
Buyer: Al Kalish. A three-week flight for Stripe toothpaste, using 
day and night minutes and breaks starts 7 January in 20 markets. 
Agency: J. Walter Thompson. Buyer: Sy Parker. 

American Chicle will promote various products using night minutes 
in 16 markets for 13 weeks starting 3 January. Agency: Ted Bates. 
Buyers: Bob Mahlman and Marty Foody. 

American Home Products is using fringe evening and late night 
minutes in seven markets for 13 weeks starting 1 January on behalf 
of Dristan. Agency: Tatham-Laird. Buyer: Don Douglas. 

Procter & Gamble is promoting Joy in 25 markets starting 1 Janu- 
ary through the P&G year. Time segments: night minutes, \gency: 
Leo Burnett. Chicago. Buyer: Bergina Cherkezian. 

Dorothy Gray, Ltd., New York, will promote its lipstick in 13 mar- 
kets with a four-week flight starting 5 January. Time segments: 
prime IDs. Agency: McCann-Erickson. Buyer: Joe Killian. 

Block Drug will promote Green Mint Mouth Wash in four markets 
starting 1 January for 13 weeks. Time segments: fringe minutes and 
da\time. Agency: DCS&S. Buyer: Don Boss. 

Gillette has a limited market campaign using nighttime minutes 
starting 1 January for 39 weeks. Agency: Maxon. Buyer: Charles 


Accent ( International Minerals & Chemical Corp. I has minutes and 
30's in 25 markets to supplement its network advertising. The buy, < 
which starts 7 January, is for eight weeks, \gencj : Needham. Louis 
& Brorbv. Chicago. Buyer: Marianne Monahan. 

The Kendall Co., Boston, starts a 35-week campaign on 15 January 
for its milk filters in 10 selected markets. Time segments: minutes. 
Agency: Beach. McClinton. Boston. Buyer: Mary Penguilly. 

Charles Pfizer & Co. is going into 10 markets for a 52-week cam- 
paign starting 1 January. Time segments: minutes. AgeiK \ : Leo 
Burnett. Chicago. Buyer: Ed Fit/maurice. 



1 jam \m 1%2 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 



MMUARY 1962 FCC chairman Newton Minow has made a great many speeches since he took 

copyright 1962 over the top post at the commission: many have been controversial; some have 

appeared to be threatening; some have seemed conciliatory. 

The San Francisco speech on 22 December appeared to include almost everything he 
had said during his tenure in a single package. Consequently, it wasn't at all surprising that 
no two people appeared to be interpreting it in exactly the same manner. 

He acknowledged improvement in tv and added that he has no intention whatever of 
setting up FCC censorship over programing. In almost the next breath he insisted that sta- 
tions would be required to provide their communities the type of programing 
promised when license applications were made. 

Minow made a great point of license renewal hearings in the communities served by 
stations about which questions have been raised. He made it clear that he felt this is ad- 
visable in order to get opinions from local organizations as to whether station pro- 
graming serves community needs. 

Because the speech appeared to mean different things to different people, because some 
have expressed the belief that Minow has been "softening," with a few hinting the White 
House has ordered the softening, it might be well to take a fresh look at the situation. 

The fact is that authoritative FCC sources never did believe Minow was wavering, 
look on the San Francisco speech as a definite restatement of principle, and insist that 
the principles are unchanged. 

In short, the belief among those at the FCC who should know is that Minow will get 
tougher, though his language probably will be softer. 

On the other hand, there is a feeling that Minow may find increasing difficulty in getting 
a majority of commissioners to go along with him. It will probably be a case-by-case thing, 
but the sum total is bound to be a net tightening of FCC standards to the point of cancella- 
tion of some licenses — if there are some who fail to see the handwriting on the wall. 

A small market radio station (WTOS, Tawas City-East Tawas City, Mich.) was 
coincidentally providing the first "modern" instance of a license revocation other 
than the so-called "influence" cases. 

The commission voted to revoke the station's license because of character "disquali- 
fication" of owner Ralph S. Underbill. Underhill was accused of misrepresentation in con- 
nection with application for a new station, and his activities in that case were held to 
have disqualified him as a licensee. 

Even while the regulatory clouds grow darker for the broadcasting industry, 
the closely related ad industry appears to be facing tougher regulatory problems 
on its own hook. 

The ad industry's problems at this stage appear to be more indirect than direct. The 
chief agency with which ad men must deal, the Federal Trade Commission, has been silent 
under the new frontier. This silence followed a year of constantly increasing activity under 
previous FTC chairman Earl W. Kintner. 

Now from Congress come threats of action on such matters as price and advertis- 
ing of drugs, plus allegedly deceptive packaging of foods and other grocery store 

From the Food and Drug Administration, which overlaps in jurisdiction in some areas 

(Please turn to page 37) 
1 JANUARY 1962 35 

Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


I JANUARY 1962 Syndicators are looking forward to 1962 with guarded optimism. 

copyright 1962 Their cheerfulness, though not unbounded as in seasons past, was still clearly discernible 

sponsor an( | cou l,l be- traced to these positive factors: 

publications inc. # Organizationally, most syndicators are now in a realistic position to cope with market 

conditions. Sales forces and overhead have been put in trim — small forces of six to 

15 men are becoming characteristic of this new type — and there's less danger of economic 

drain than before. 

• The film market is hardening thanks to production cuts in 1961. Instead of a big 
film surplus, there actually may be a minor film shortage in 1962. 

• Ingenuity will continue to play a bigger role. The lesson of the last year or two has 
been that syndicators should use imagination instead of the checkbook. Hence, look for reve- 
nue-producers that don't require major investment. 

• You can expect off-network re-runs to flourish, especially now that barriers to full- 
hours have been removed and more late night time is open. 

• Feature film people are in the position of having a limited amount of product at a time 
that demand, especially network demand, is growing. 

• Cartoon production is still on the upswing, since stations have begun, perhaps, 
to exhaust the usefulness of theatrical product. ITC. King. MGM, NTA and others will have 
new cartoon product available in 1962. 

• Station groups will continue to come into their own as film producers and distribu- 
tors. Moves in this direction by Storer, WBC, RKO General, and others last year are sure 
to spread in 1962. 

• Watch the reps for any duplication of the Katz/Ziv-UA time-film Trailblazei 
plan. This kind of plan, solving time period and film shortages with one stroke, may be 
syndication's most hopeful device of the new y r ear for attracting major new revenue. 

• Documentary shows will continue to flower in 1962. They sometimes have an advan- 
tage over fiction in holding audience interest. 

• You can be sure that certain major syndicators will make maximum efforts to ge 
back in the network supply picture in 1962: watch especially Ziv-UA with its autonomous 
producer facet, and ITC, linked to Ashley-Steiner, plus some of the network syndication arms. 

• Don't be surprised if the "one-man shop" makes a comeback in 1962. The 
market seems well suited for the return of the office-in-his-hat operator. 

• Color shows will become more important, too. There's already one release in circu- 
lation, Teledynamic's Long John Silver, which is actually a re-release of a show aired mainly 
in black-and-white when it was first out. 

• International distribution will continue its rapid growth and should add quite 
a bit of high-profit income, despite lowish prices. 

• Exploitation and peripheral syndication activity — like licensing, home movies, indus- 
trial, educational, and other non-broadcast film use — will be strongly pushed in 1962. 

• Station syndication prospects are excellent, both for the station that distributes 
its own and those that find an established distributor. TAC, too, the station co-op, is mush- 
rooming with subscribers. 


Latest off -network series available is a cartoon : Tom Terriffic, exposed on Cap- 
tain Kangaroo on CBS TV. 

CBS Films has 130 segments in syndication now, making 26 half-hours. 

36 SPONSOR • 1 JANUARY 1962 

FILM-SCOPE continued 

International sales have been a real fireman-to-the-rescue for syndication re- 
cently, in view of the situation caused by diminished domestic sales. 

The principal sellers — network arms, the producers themselves, and special foreign sales 
agents — are reporting hefty increases in sales for 1961. 

CBS Films, for instance, had 30% more billings last year than in 1960, its sec- 
ond straight such increase. But its business written, not to be billed until this year or next 
year, is probably even up more. 

One factor is that it simply has more to sell abroad than at home: 65 shows, 
amounting to 78,000 half -hour plays a year, compared to only around 30 shows which 
this distributor handles in domestic syndication. 

It's only some of the administrative functions of UAA that Ziv-UA has taken 
over at Cincinnati. 

Actually UAA's portfolio is entirely different from Ziv-UA's and its sales operation on 
movies and cartoons is continuing unchanged. 

More advertisers are dividing their commercials budgets between film and 
tape lately than ever before. 

The result is increased business for producers like Videotape Productions, which re- 
ported a 70% rise of volume in 1961. 

ABC Films reports that One Step Beyond is the highest rated American Show 
in England, in eighth place on ITN in the Tam Top Tens for the 3 December week. 

But an oddity of the international business is that prices are low (by American stand- 
ards) and a ratings note such as this doesn't necessarily enhance the economic value of a show. 

Another international distributor privately reveals that its top price for film in England 
gives the buyer a 25 cents-per-thousand deal. 


(Continued from page 35) 

with the FTC, come forecasts of much tougher looks at advertising of foods and 
drugs. FDA commissioner George P. Larrick is known to feel that he has broad public 
backing for a crackdown to the extent of his agency's powers, and he has promised that 
the crackdown will be forthcoming. 

These are regarded as mere straws in the wind. It is considered certain that these de- 
velopments will force the FTC into paths it was assumed that agency would take under 
new leadership last year. This is inevitable because when FDA looks into ad claims for 
food and drugs from its own point of view, the FTC staff will be called into consultation 
on areas of overlap. 

This much is certain, and beyond that there is the further possibility that the FTC 
will spring into action merely out of a wish not to be outdone. 

There is also the very definite impression that the FTC, the one agency most thoroughly 
staffed by new frontier appointees and yet the one which has departed least from and ex- 
panded least on activities of the previous administration, will be anxious to change this 

In brief, it is felt that the FTC will want to pile up some statistics about com- 
plaints and prosecutions in the field of advertising. 

SENSOR • 1 JANUARY 1962 37 

A round-up of trade talk, 
trends and tips for admen 



Copyright 1962 



An agency that seems to be hitting especially hard in its drive for new busi- 
ness is Leo Burnett. 

Competitors describe Burnett himself as having this ambition: lofting his agency's bill- 
ings to the point where it's among the top five, so that, when he does retire, it will be in a 
blaze of glory. 

Looks like CBS, Inc., has about got rid of all its unprofitable operations and 
geared itself for a bigger net in 1962. 

The report persists that it's headed for further diversification via acquisitions. 

The president-owner of one of the smaller New York agencies has developed 
a clever gimmick for keeping his top echelon aides on their toes. 

In his hint-dropping as to his successor he changes the name from time to time. 

The expansion of public service programing by tv stations is being reflected 
in no small measure in the type of orders that research firms have been getting. 

A hefty percentage of the assignments have to do with the image and attitude the 
viewers have of the station as contrasted with the competition. 

Noted one independent researcher: his two latest orders each involved stations that in 
ratings ranked No. One in their respective area. What they obviously were looking for was 
statistical support for any sales promotional approach which offered quality as a plus 
to maximum audience. 

High-priced agency specialists are finding it tougher to get new jobs because of 
a policy which appears to be making rapid headway among Madison Avenue shops. 

The policy: an agency with a new piece of business, instead of hiring such high-priced 
help, promotes the people from inside, thereby leaving only the lower-grade spots for 
filling from the outside. 

The 15 tv stations that recently got a call from some one who said he was with 
a certain New York agency and wanted to know whether he could get a special rate 
for a chunk of business he had on tap will be interested in this bit of background: 

He was calling from a client's office and the man-on-the-phone's object was to show that 
he could deliver time for less than had been quoted by the account's agency of record. 

This should be reassuring to the stations involved: the caller got very little encourage- 
ment out of his tactic. 


Agency veterans have found, say observers, that one way to survival on the 
programing end of the business is a knack for telling where you were right and 
your associates were wrong on the fortunes of a nighttime series. 

It's a type of verbal wheeling and dealing that's reinforced by confecting in advance a 
set of vaguely phrased memos that can be used later to confirm prophetic wisdom eithei 



on the following pages were printed in sponsor's 
Tv Results feature during the past year. Summar- 
ized as a guide to advertisers and agencies are the 
best of the successful campaigns on local tv. From 
a wide variety of product and service categories 
the case histories show how tv can be used to fullest 
advantage. For easy reference they have been ar- 
ranged by type of advertisers in alphabetical order. 



SPONSOR: McCourt General Tire Co. AGENCY: Universal 


Capsule case history: The McCourt General Tire Co., in 
an effort to focus attention not only on its 98 cent wheel 
alignment inspection, hut also to acquaint customers with 
its other services, launched a spot campaign on television 
station KETV, Omaha. Thirty 10 second station break an- 
nouncements, three to six per day, r-o-s, were purchased by 
McCourt. The items which McCourt showcased included 
the sale of used and new tires, recapping, and brake adjust- 
ment and relining. The results: a 69% increase in wheel 
alignment, brake adjustment and relining over the same 
period one year previous; a 60% increase in new tire sales 
over the previous year; 50% of the new tires sold were of 
the premium grade; a 20% increase in overall business. 
KETV delivered customers who bought new tires rather 
than having old ones recapped. This resulted in a 20% de- 
crease in the low price used tire renovating services, accru- 
ing instead to new tire sales. KETV hit the sales target. 
KETV, Omaha Announcements 

SPONSOR: Schafer Distributing Company 


Capsule case history: The Schafer Distributing Coral 
of Little Rock, South Carolina, distributes a numbe 
products including Country Club Malt Liquor. Its p 
dent, Alan Schafer, selected WBTW-TV to begin telling 
story of Country Club with cijjht one-minute annou 
merits each week. While all other beer sales throughoul 
state suffered from the fall seasonal drop, sales of C 
try Club Malt Liquor in the distributor's area went 
1 hen the advertiser increased his television schedule I. 
spots each week. Sales rose to 300% more than bt 
television. At the end of the first year's campaign. Cou 
Club sales were 500$ higher. Schafer again increased 
schedule, this time to 20 spots per week, and the sales c 
is still moving upward. No other station or medium 
used except point-of-sale support. "All my retail ot 
are within the coverage of this one station," Schafer 
"It would take many newspapers to cover this ai 

WBTW-TV, Florence, S. C. Announcei 

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SPONSOR: Gray's Jewelers 

AGENCY: Direct 

Capsule case history: Gray's Jewelers aimed their local 
sales campaign at shutterbugs by scheduling time signal an- 
nouncements on WOTV, Tulsa. The time signals bought 
were on KOTV's spritely Sun Up, Tulsa's live and informal 
wake-up show. The campaign ran for five weekday mornings 
only, Thursday to Wednesday, with four brief mentions each 
morning. Bill Hyden, Sun f/p's host, showed his viewers a 
series of Polaroid Land cameras, along with each short an- 
nouncement about the cameras for Gray's. On the second 
day of this short campaign, Gray's had sold seventeen of 
their Polaroid Land cameras before noontime. Before the 
campaign came to an end, the store was forced to reorder 
these cameras three times, as sales spurted far ahead of what 
even Gray's had anticipated. KOTV was the only medium 
Gray's Jewelers used to advertise their Polaroid Land cam- 
eras, so the tremendous deluge of sales resulting was defi 
nitely the effect of the spot campaign on the Sun Up show. 
KOTV, Tulsa Announcement? 


SPONSOR: Aero Chevrolet AGENCY: Raider Adve 


Capsule case history: Aero Chevrolet of Alexandria,! 

ginia, signed up for a 13-week campaign on WMAI| 

Washington, to advertise their cars and trucks. Thai 

three years ago, and after that first 13-week schedule, tl 

suiting sales were so convincing that Aero Chevrolet c<| 

ued their campaign. It is still running on WMAL-TVji 

still delivering customers for Aero's Chevrolet and Cc 

cars and trucks. Gilbert Illch, Aero's president, says 

these WMAL-TV spots are the only advertising tha 

brought them direct traceable results and is still doiry 

Two one-minute spots are placed on Bill Malone's spor 

suits show, which is telecast on Sundays 11:10-11:20 

as part of the 11:00 p.m. half-hour newscast, Eleven 0' 

Final. Aero Chevrolet credits Bill Malone's believable 

ery: their customers ask to see the car they saw on 

sports show, and they buy the car exactly as adve 

No other advertising has sold as effectively for the 

WMAL-TV, Washington, D. C. Announ 



1 JAM VR1 I'- 



iNSOR: Saladmaster 

AGENCY: Direct 

psule case history: There never has been a happier 
inng of talent and product than Saladmaster's sponsorship 
\Big Time Wrestling on WMTW-TV, 7-7:30 p.m. on Sat- 
lays, according to its New England divisional manager, 
lis Nahatis. Until two years ago when Saladmaster bought 
it "mat monsters" program, the manufacturer had done 
It of its advertising via spot pitches. But the combination 
[pot and sponsorship have proved to be the most effective 
ling. Nahatis said: "We close on an average of eight out 
)eads provided by the show." This is most unusual, since 
aldmaster is not selling a one or two dollar item, but a 
20.95 set of stainless steel cooking utensils. "We never 
dd have been able to grow as we have," he added, "had 
it been for the coverage that WMTW-TV has given us. 
ihis section of New England Saladmaster is a by-word. 
're almost as popular as Coca-Cola, and lot more ex- 
■ Ive. Only television could sell with this great impact." 

WW-TV, Poland Spring, Me. Program 


AGENCY: Nelson-Chesman 

SPONSOR: Bexel Vitamins, div. of 
McKesson & Robbins 

Capsule case history: Dateline Clwttanooga scheduled 
daily on WTVC, is a news, weather and sports program that 
dramatizes its reports in unique ways. For example, when 
giving temperatures of the different sections of the country, 
it flashes a picture of that area. Bexel Vitamins, division of 
McKesson & Robbins, felt this type presentation good pro- 
gram-product integration, and bought a 13-week fall cam- 
paign using a weekly schedule of one 10-minute news seg- 
ment, one five-minute sports, and two five-minute weather 
slots. Sales for Bexel appreciably jumped in the area, over 
the previous year, as a result of the advertising. Bob West- 
enhiser, McKesson & Robbins sales manager responsible for 
the placement, reported: "Dateline Chattanooga has done 
wonders for Bexel Vitamins in this area and we're grateful 
to be on." Westenhiser has instructed Nelson-Chesman, the 
local agency, to purchase a similar schedule on WTVC for 
a Spring 1961 campaign, based on the successful fall results. 
WTVC, Chattanooga Program 

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050R: Southern Biscuit AGENCY.- Smith Agency, Inc. 

'1,'sule case history: Southern Biscuit is on the rise in 

nee. S. C, since the flour company decided to pur- 

a- a 13-week spot schedule on a local television station. 

hi the Mooresville Flour Mills first entered that market, 

'^ placed two class A minutes and four 10-second ID's 

Ir'.veek on WBTW-TV, Florence. Since this was com- 
*By new territory for the company, they were relying 
rr letely on warehouse distribution in the area to sell 
si product. Within only six weeks after the schedule 
2<i. Southern Biscuit Flour became the number one flour 

• avvarehouse. At the start of the series, that warehouse 
d tad seven different flours including all the nationally 
mised brands. Warehouse salesmen admitted that on 

aw 'rength of WBTW-TV advertising alone they were able 
pee good initial orders with the retail trade and re- 

a'v4 substantial repeat business. As a result, Mooresville 

t'«J Company bought an increased schedule for 52 weeks. 

5 X -TV, Florence, S. C. Announcements 


SPONSOR: Furniture Land AGENCY: Sam B. Weiss 

Capsule case history: Ten I.D.'s on KFMB-TV's daytime 
tv program Sunup and two 60-second spots in the evening 
news show, This Day 1960, stimulated sales for the Furniture 
Land store to a daily $4,000 gross. Scheduled for one week, 
the spots promoted the San Diego store's upholstery depart- 
ment and produced a volume of business the store had never 
had before. Other advertising was also used, but since the 
campaign was geared to appointments by phone, it was able 
to check, from initial inquiry through sale, which advertising 
paid off. The Sam B. Weiss Agency and P. G. Nelson, F-L's 
owner, reported that the phone calls were immediate, posi- 
tive and so heavy that the outlet still received calls through- 
out the week after the campaign and could follow up on 
only 50% of the potential customers at that time. The ratio 
of new business realized was two to one over other advertis- 
ing. As a result, a long schedule was placed with KFBM-TV, 
using basicly the same schedule in Sunup and This Day 1960. 
KFBM-TV, San Diego Announcements 


1 JANUARY 1962 




SPONSOR: Luwane Products Co. AGENCY: Direct 

Capsule case history: After using nine spots per week on 
\l I \ in San Diego for three weeks, Luwane Products real- 
ized a movement of 720 dozen Magic Turbans, an attractive 
hat type hair net for women. Sale was a record for Luwane, 
and a previous schedule over an extended period in another, 
much larger market with a considerably higher budget pro- 
duced a fraction of this volume. Tests of its XETV advertis- 
ing indicated penetration of specific commercials within four 
days and a wide range of types and compositions of audi- 
ences were reached with the nine spots per week. Conse- 
quently what had originally begun as a 10-week contract was 
extended to four months, and Luwane is now preparing re- 
sumption of schedule. "The retail outlet acceptance of 
XETV, as well as the wholesale level, is excellent," reported 
Wayne Sayer, Luwane's vice president. "All the market facili- 
ties in San Diego place great confidence in XETV as an 
advertising medium for a tremendous range of products." 
XETV, San Diego Announcements 


SPONSOR: Senkel Brothers Building Corp. AGENCY: D 

Capsule case history: The president of Senkel Brad 
Building Corporation had a project of brand new hoi 
ready for sale. His problem: what was the best wa\ to c 
tact a generous number of house-hunting families quic 
and at low cost. He found the answer was a campaigl 
announcements on television, on WREX-TV, Rockford, 
The 15 spots purchased ran for a five day period, Wedi 
day through Sunday, from 9 a.m. to 5 p.m., and 11 p.m 
sign-off — all Class C time. The total cost of the flight 
$590. Taking stock at the end of the campaign. Sei 
Brothers happily found that 30 homes, worth $435,000, 
been sold to WREX-TV viewers. Thoroughly satisfied 
the impact and success of their brief television campai 
Senkel Brothers decided to invest more heavily in WR] 
TV, and as a direct result sold every home in their proj 
Senkel Brothers is sold on WREX-TV; their tv spot I 
paign was the low-cost way they needed to reach buy 
WREX-TV, Rockford, Illinois Announcem 

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SPONSOR: Huski-Bilt Homes AGENCY: Direct 

Capsule case history: Huski-Bilt Homes is a newly formed 
company in the Charlotte area specializing in the erection 
of shell-type homes, built to sell for from $2400 to $4000. 
This is a highly competitive field in Charlotte, with about 
15 companies in this category. Cecil Huskey, Huski-Bilt's 
president, needed direct leads in a hurry for his newly- 
organized outfit. With the exception of a few classified ads, 
he put his entire ad budget on WSOC-TV. His schedule 
consists of only one spot a week on WSOC-TV's Late 
Weather segment of the Eleventh Hour Report each Thurs- 
day. The campaign started on March 9, 1961. The very 
first spot resulted in immediate phone calls and 12 written 
inquiries. To date there have been over 40 inquiries, and 
two sales have been directly traceable to WSOC-TV. In 
addition, there are a good number of prospects that maj 
buv. "A fantastic response from a tv campaign costing only 
$65 per week," is the conclusion of owner Cecil Huskey. 
WSOC-TV, Charlotte, N. C. Announcement 


SPONSOR: Brin's Furniture store AGENCY: Ci 

Capsule case history: Two advertising campaigns i 
run in Iowa at the same time, with drastically differenll 
suits. Brin's Furniture, in Webster City, purchased a pll 
age of 60 run-of-schedule announcements on WOI-TV, I 
Moines. These spot announcements were equally distribp 
over a three-week period, and among the many item* ad 
tised during the campaign were Englander mattresses! 
matching box springs. During this same three-week pel 
a leading furniture store in the state's largest city advert 
the same Englander mattress sets at the same price wl 
double spread in Iowa's largest newspaper. Brin's tooM 
ders for 247 Englander mattress and spring sets as a m 
of their WOI-TV campaign; the other furniture storell 
only 24 sets. Brin's store manager said of their tele\|ifl 
campaign, "I am sold on WOI-TV as a sales mediurrpi 
will continue to use it." Brin's has since renewed^ 
schedules on WOI-TV several times for special promoBl 
WOI-TV, Des Moines Announr I 



1 JANUARY 1'-' 



ONSOR: Weimer Packing Co. AGENCY: Direct 

lapsule case history: The Weimer Packing Co., largest 
leat packer in West Virginia, recently realized an additional 
Imus from its regular advertising on WTRF-TV, Wheeling, 
nen it found dealers in a new market area pre-sold on the 
'eimer name and products. George Weimer and his sales- 
Ijin contacted 42 pre-selected grocers as potential dealers, 
ed the reception was one of instant identification with both 
cmpany and products. The comments in general consisted 
>"0h, ves, we see your advertising on WTRF-TV all the 
me. Know your product is top quality and would be happy 
Nbe a Weimer dealer." The momentum of Weimer 's ad- 
rtising on the station over a period of time was clearly 
Bident. On the very first call, in a period of only three 
|frs, 38 out of 42 grocers signed up to become dealers. 
His kind of pre-selling showed George Weimer that his 
leedules sold the trade as well as consumers with impact, 
|ii again increased his advertising budget with the station. 
R'RF-TV. Wheeling, W. Va. Announcements & Program 


SPONSOR: First Fidelity Mortgage Co. AGENCY: Direct 

Capsule case history: The First Fidelity Mortgage Com- 
pany advertised its mortgage loans on KNOE-TV, Monroe, 
La. The company sponsored Award Theatre, a 30-minute 
syndicated program, on alternate weeks on a major-minor 
basis. They purchased this anthology for 13 major and 13 
minor weeks for a 26-week period, at a cost of $600 per 
month, totaling $3,600 for the entire campaign. The station 
schedules this program Tuesdays, 8:00 to 8:30 p.m. In 
1960 the firm put out eight million dollars in mortgage 
loans. As a result of its new business campaign, they had a 
40% increase in mortgage loans, totaling 11 million dollars 
up to now, and they expect to go over the 12 million dollar 
mark by the end of the year. At renewal time, the firm ad- 
vised the station that because of the tremendous increase 
this campaign gave them, they found themselves with more 
mortgage loan business than could be handled. They now 
have taken a hiatus, picking up the show again in January. 
KNOE-TV, Monroe, La. Program 

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5FNS0R: National Theaters Amusement Corp. AGENCY: Direct 

-osule case history: The Wisconsin Theatre in Milwau- 
tfl took a slightly unconventional means to attract audi- 
iiies to the showing of a picture Journey to the Center of 
h Earth. The theater went the mail-order route, and pur- 
•I>ed a campaign on WXIX-TV Milwaukee to stimulate 
n I requests for tickets. The movie operation purchased a 

l lav spot campaign, and results far exceeded expectations. 
Fl theater received over 2,000 written requests for tickets, 

i many phone calls expressing an interest in the motion 
I ore. Al Frank, general manager, Wisconsin-Fox Divi- 

i<i of National Theaters Amusement Corp., noted that the 

bpaign made the picture one of his most successful at- 
tritions in several years. "We always knew that television 

I an important advertising medium, and that WXIX-TV 

|jia a good audience, but the results, frankly, were beyond 

M greatest expectations." Al Frank went on to say that 

ion would play an important role in future campaigns. 

* l\-TV. Milwaukee Announcements 


SPONSOR: Gianetta Music Store AGENCY: Direct 

Capsule case history: The Gianetta Music Store, one of 
the leading music stores in the Scranton, Penn., area, re- 
cently embarked on a television spot campaign to boost 
sales of their Lowrey organ, a highly expensive musical in- 
strument. The music store sold three of these organs, each 
one costing in excess of $1,000, as a direct result of their 
television announcements. No other advertising was used to 
promote these organs, only the campaign of three 60-second 
spots on WDAU-TV, Scranton. These three spots were 
placed on WDAU-TV's 1 p.m. children's show, Uncle Ted's 
Children's Party, one spot per week for the brief three-week 
flight. An added plus for the music store, the television 
campaign enticed twelve new students to sign up for instruc- 
tion in Gianetta's music classes. Gianetta, having racked up 
phenomenal results on a small budget, is now a firm believer 
in television advertising and has extended the original spot 
campaign for an additional seven-week flight. 
WDAU-TV, Scranton, Penn. Announcements 


1 JANUARY 1962 




SPONSOR: Wonder Mouse. Inc. AGENCY: Direct 

Capsule case history: One of the most outstanding sales 
records for a novelty product resulted from a campaign by 
Wonder Mouse, Inc.. on WLOF-TV, in Orlando, Florida. 
Over 6,000 orders, all paid sales, were realized from only 
20 announcements on the station. Wonder Mouse is a rubber 
mouse toy which sells for 25 cents. The toy company's tele- 
vision technique for selling it is simple: one 60-second spot 
a day was scheduled in WLOF-TV's Popeye Playhouse, 
which runs Monday through Friday from 5 to 5:30 p.m. 
For four straight weeks the program racked up sales for the 
item and at the end of this period 6,023 rubber mice had 
been sold. Another factor impressive to the manufacturer 
was the coverage. Returns came from a wide area that 
Wonder Mouse felt only tv could deliver, and the firm is now 
sold on the medium. Wonder Mouse, Inc. is now planning 
on using television in other areas to sell the toy with a 
similar one-spot-a-day schedule in top children's programs. 
WLOF-TV., Orlando Announcements 


SPONSOR: Gordon Service AGENCY: 

Capsule case history: \\ ith a limited budget to work f 
the Gordon Service of Detroit had to be selective ii 
choice of advertising. Quick returns were importan 
this advertiser of specialty items. Jacques E. Goulde, 
manager for the firm, bought a short schedule on \\ \\ 
The Kitty Broman Shoiv, to sell its hooked rugs i 


Springfield, Mass., area. On the strength of one annoj 
ment alone, more than 200 orders were received. 90^ 
which contained payment in full with the order. Gc 
told WWLP: "We found the volume of business that W 1 
brought us exceptional, considering that ours is a spec 
item and not of general appeal." As a result, a new s< 
ule was placed on WWLP. again attracting a substa 
number of orders for the hooked rugs in spite of a s 
advertising budget. The firm now plans to expand its b 
et for television next year, with The Kitty Broman i 
slated to get its advertising in this part of New Eng) 
WWLP, Springfield, Mass. Announcei 

llllllllllllllllililliniliilllliil iniiiii iiiiiniiiiiiiii mi', i:;i:i;i!"!iiiin mr 

lillllllllllllllllllllllll '■ill Illlllll! 


SPONSOR: Giant Eagle Markets AGENCY: Direct 

Capsule case history: A new concept of increasing adver- 
tising impact for supermarket campaigns has met with great 
success by the Giant Eagle Markets over WIIC-TV, Pitts- 
burgh. The Double Image concept consists of the sponsor- 
ship of a syndicated program Thursday night, shopping 
news night, followed by the sponsorship of local news in 
the Dave Garroway Show Friday morning. This concept of 
the Double Image program has been called a "many splen- 
dored thing" by Charles Krupensky, ad manager for Giant 
Eagle. According to Phil Marella, local sales manager for 
WIIC, Krupensky was impressed by two specific results of 
the Double Image story, "First, it has been easier to sell 
co-op minutes because of additional time which spreads the 
cost thinner, plus giving us three more spots in the Walter 
Winchell File. Thus we realize the prestige that accrues 
from participating in a network program." All in all it 
added up to a renewal for 26 more weeks on WIIC-TV. 
WIIC-TV, Pittsburgh, Pa. Announcements 


SPONSOR: Food Town AGENCY: Wendt Adve 

Capsule case history: Food Town Super Markets h 
sale on Pepsi-Cola, and the sale went over well using W 
TV, Toledo. Two weeks later, Food Town ran the same 
same price, and their sales went up 90 r /r over the first 
Food Town sponsored a basketball game telecast froi 
Toledo University field house over the station, on whicr 
announced this second sale. Then Food Town sponso 
second basketball game on WTOL-TV, this one play 
Rowling Green, and sales went up another 36* < . 
Kuehnle. radio/tv director of Wendt added, "Our ) 
chip sale was even more surprising. We had a 678.8 
crease over a previous sale at the same price. Sales ori 
gallons of ice cream were fabulous. I have no idea ho)l 
stores were able to keep frozen the many thousands d§ 
Ions sold. Many new shoppers told dealers they wer|* 
shopping with Food Town in appreciation of their spw 
in- the games, and WTOL-TV drew almost 10,000 fan Iete 

WTOL-TV, Toledo. Ohio 

I', ■ 



1 JANUARY iff 



ONSOR: GEM Stores AGENCY: Direct 

apsule case history: When GEM Stores in the new state 
Hawaii booked Huckleberry Hound, Yogi Bear and Quick 
raw McGraw for personal appearances to build store traf- 
[ and plug the stores' third anniversary promotion, an on- 
r schedule on KHVH-TV, Honolulu, was used to imple- 
[?nt the program. Starting almost two months before the 
Kit, a strong tv spot campaign was initiated to recruit 
timbers for the H. Hound fan club and plugging Huckle- 
brry for President buttons. When Huck and his pals ar- 
red at Honolulu International, about 10,000 of their loyal 
hwaiian fans turned out to greet them — the largest crowd 
iithe airport's history. At GEM, fans and customers, num- 
bering 2,500, were on hand to welcome their heroes. Glenn 
fcya, general manager of GEM, reported that store sales 
Wre way up during their Honolulu junket. Results were 
e<ially record-breaking on their visits to other islands 
Kich are reached by KMVI-TV, Maui, and KHJK, Hilo. 
K VH-TV, Honolulu Announcements 


SPONSOR: M. W. Kasch Company AGENCY: Advertising, Inc. 

Capsule case history: Captain Caboose of WBAY-TV, 
Green Bay and the Popeye Cartoon Theatre program, is a 
favorite of the kids, of the M. W. Kasch Company, famous 
for Skipstick and many other toys. This company is run- 
ning 950 60-second spot announcements during 1961 on 
WBAY-TV. Most of these announcements are placed on 
the children's shows, which the station schedules from 4:30 
to 5:55 p.m., Monday through Friday, and some are dur- 
ing the nighttime hours, and on the women's program. The 
sponsor uses a full year-round schedule of spots, and is ex- 
clusively on WBAY-TV in this market. Robert Block, of 
Advertising, Inc., reports that more merchandise per dollar 
of television advertising cost is sold in Green Bay by M. W. 
Kasch than in any other market. He says, "The tremendous 
results that we gained in Green Bay are way out of pro- 
portion with the economic expenditure on WBAY-TV." 
It now plans to increase its budget on the station. 
WBAY-TV, Green Bay, Wise. Announcements 


HSOR: International Harvester AGENCY: Art Knorr Syracuse 

'. )sule case history: International Harvester, planning a 

'a'ipaign to introduce its $650 Cub-Cadet Lawn and Garden 

ntor, decided to use television alone to do the job for 

iiata, and contacted WKTV, Utica. The company purchased 

■12:45 p.m. five-minute weather report on Saturday, plus 

titone-minute 6:45 p.m. weather announcement on Tuesday, 

; :last on WKTV, at an approximate cost of $200 per week. 

Lthe end of the second week, the six dealers in the area re- 

oed sales were soaring. One of the dealers sold seven 

u s.ors on one Saturday alone. Three weeks after the initial 

l'ast WKTV had to relinquish the two tractors Interna- 

>-. oal Harvester ha.d sent for use as commercial props, as the 

jailers had sold all the Cub-Cadet tractors they had on hand, 

i the props too. The campaign was originally scheduled 

■i ; even weeks. The agency is now planning to extend the 

» >aign due to the sales it triggered. WKTV sold viewers 

a '>rs: sold International Harvester on use of television. 

H'V, Utica, N. Y. Program 


SPONSOR: Chapman Harkey Co. AGENCY: Kincaid Advertising 

Capsule case hisory: The Chapman Harkey Company, 
distributors of Duncan Yo-Yo's in the Winston-Salem area, 
recently completed a highly successful promotion involving 
live and filmed television commercials. The company pur- 
chased a schedule of five one-minute announcements per 
week on WSJS-TV's Bob Gordon Show I Monday through 
Friday, 5:05-6 p.m.) for a period of six weeks. The commer- 
cials consisted of a live introduction by Gordon, followed by 
a film and closing with plugs for local dealers. During the 
first two weeks of the schedule. $10,000 worth of yo-yo's were 
sold in the area, emptying the stock of every dealer in town. 
On a one-minute single announcement, offering 100 yo-\ o s 
to the first 100 who wrote in. there were responses from 
more than 400 listeners. Wilton Damon, general sales man- 
ager of Chapman Harkey, says, "it was the most successful 
toy promotion ever staged in the Carolina?. I would have 
never thought that \ ou could sell yo-yo's that fast." 
WSJS-TV, Winston-Salem Participations 



1 JANUARY 1962 





(Continued from page 10, col. 3) 

assumption that the world situation 
will continue much as it has been 
for the present and probably the 
next generation. 
"The message of these charts," 


concludes B&B, "is an encouraging 
and reassuring one: that our na- 
tional economy is gradually matur- 
ing, that the varying economic fears 
voiced in short-term analyses of the 
past prove to be less serious in ret- 
rospect than at the time of fore- 

Ideal Toy embarks on its first all- 
year tv toy campaign in January with 
co-sponsorship of Roy Rogers and 
the "Mighty Mouse Playhouse" on 
CBS TV Saturday mornings. 

Advertising director Mel Helitzer 
explained the strategy switch, un- 
usual in an industry which tradi- 
tionally advertises on a strictly sea- 
sonal basis. He said Ideal's diversi- 
fied range of products justifies the 
annual promotion. 

At least one additional network 
program is currently under consid- 
eration, according to Helitzer. Local 

IT'S OFFICIAL Inking the contract appointing John Blair the 

new rep for WBT, Charlotte, is Charles H. Crutchfield, executive 
v.p. of the Jefferson Standard Broadcasting Co. On-lookers are 
Arthur H. McCoy (I), Blair v.p., Paul B. Marion, stn. managing dir. 

SING ALONG with Art Brown (at the piano) was the theme at the 
recent party thrown for Art by WWDC, Washington, D.C. at the 
Presidential Arms. Over 500 people were on hand to help celebrate and 
over $700 was contributed for the elderly people at the D.C. Village 

ALUMNI of Du Mont tv network gather in New York for sixth annua 
reunion. Here (I to r) are James O'Grady, exec, v.p., Adam Young 
Robert Coe, ABC v.p.; Edward Kletter, Parkson pres.; Robert Dreyer 
Metromedia v.p., secretary, gen. counsel; Rodney Chipp, Rodne 1 
Chipp & Assoc; Art Elliot, Harrington, Righter & Parsons sales mgr 

TWISTERS ALL — WNAC-TV's Louise Morgan (second from r) ga 
Boston viewers a special treat on her show. She went one step furtr 
than other show hosts who've had twist demonstrations — she got rig 
in there herself. Here she gets help from some Arthur Murray expei 



1 JANUARY 19( 

and national spot will continue to 
augment the network concentrations. 

Ralston Purina is going into 185 tv 
markets starting 5 February to pro- 
mote its "Lucky Paw" sweepstakes. 

The pitch to consumers in the 
canine category: each entry must 
carry the imprint of a paw and be 
accompanied by a Purina weight 
circle or a hand-drawn copy. The 
first prize, via a drawing, is $10,000. 
There'll be 10 second prizes of $1,000 
each, and 300 third prizes of $100 

Purina's agency is Gardner, St. 

New medium: Telad Corp. has set up 

a network of hotels in New York for 
"hotelcasting." The company sup- 
plies tailored-made programs to in- 
dividual hotels, for showing on un- 
used channels over room sets. Pro- 
grams offer information and features 
for the visitor to New York. The sys- 
tem has been in operation for over 
a month at the Statler Hilton. 

Adams to director of marketing, John 
D. Callahan to director of market re- 
search and Leonard L. Johnson to di- 
rector of advertising at Theo. Hamm 
Brewing Co., St. Paul. 


Top management appointments at 
Fuller & Smith & Ross marked the 
close of the annual board of direc- 
tors meeting. 

William E. Holden, senior vice 
president and manager of the New 
York office, was named to the agen- 
cy's executive committee. Dave 
Echols, vice president and manager 
in Chicago, and Kirk Tuttle who 
holds the same post in Cleveland, 
were named senior vice presidents. 

Two account executives were ele- 
vated to vice presidents: Carl 
Schneck, Chicago, and Howard W. 

RENEWING its newscast sponsorship for 12th 
consecutive year on KRMG, Tulsa, is National 
Bank of Tulsa. Kenneth Domnick, ad. v.p., 
signs with pen of news dir. Glenn Condon as 
Paul Locke agency v.p. Tom Tripp looks on 

on WBBM was copped by Christine 
Van Quakebeke, 14. Here Bill 
Mason, station radio farm editor, 
awards the prize at the Interna- 
tional Stock Exposition. The con- 
test was run by U.S. Royal foot- 
wear which sponsors Mason's daily 
farm show on the Chicago outlet 

WORDS OF HOPE for the captive nations 
of Eastern Europe are recorded by Elmer O. 
Wayne, general manager of KGO, San Fran- 
:isco, for Radio Free Europe broadcast 

MERCHANDISING award in 'the 
annual Schlitz competition went to 
WEEI, Boston, which sent 10,000 
small compasses to boat owners in 
New England inscribed "All Weath- 
er Shipmates — Schlitz and WEEI." 
Thomas Y. Gorman, gen. mgr. and 
CBS v.p. (I), accepts the award 
from Charles Sands, district man- 
ager of the Schlitz Distributing 
Company of Boston at station party 

j |iPONSOR • 1 JANUARY 1962 


Brinkerhoff, Cleveland. 

J. Nelson Prewitt Co. of Rochester, 
makers of Matey bubble bath for 
children, has moved its $3 million in 
billings to Arthur Meyerhoff, Chi- 

The account, which spends about 
two-thirds in broadcast, had been at 
Hanford & Greenfield, Rochester, 
which will retain some portion of 
the business. 

Meyerhoff is currently planning 
spot schedules for Matey, an item 
which is heavy in network tv kids 

Agency appointments: Westinghouse 
Electric's portable appliance division 
to Grey, which has the tv-radio di- 
vision, from McCann Erickson. Ma- 
jor appliances will stay at M-E . . . 
Shoppers Markets, Los Angeles, to 
Enyart & Rose . . . Hazel Bishop ($2 
million) to C. J. LaRoche . . . Chi- 
cagoland Dodge Dealers Assn. (about 
$200,000) to Grant from BBDO . . . 
Society of American Florists to 
Ketchum, MacLeod & Grove for pub- 
lic relations on its National Product 
Promotion Program. 

Merger: A new advertising and pub- 
lic relations firm dots the Tulsa 
scene as a result of the merger of 
Ferguson-Miller Associates and Ed- 
ward Spilman, Inc. 

International Entente: Robert Otto 
& Company is merging with the Lon- 
don Press Exchange Ltd., wholly 
British owned international advertis- 
ing agency. The new name will be 
Robert Otto-lntam, Inc. Billings of 
the joint agencies will exceed $50 
million, it's estimated. Some Robert 

Otto clients are Miles Laboratories 
International, Campbell Soup, and 
The Boeing Co. Intam handles, 
among others, Beecham Company, 
Ford Motor Co. Ltd., The Wrigley Co., 
Ltd., Quaker Oats, Ltd. 

New v.p.'s Paul E. Nelson and Dixon 
L. Harper at Aubrey, Finlay, Marley 
& Hodgson . . . Graham Rohrer at 
Needham, Louis and Brorby . . . 
Paul Synor and William Grisham at 
Leo Burnett, Chicago. 

Bernard L. Friedberg to Universal 
Advertising as account executive . . . 
James L. Halpin to account execu- 
tive at Barlow/ Johnson, Syracuse 
. . . Russell A. Gilbertz to assistant 
director of advertising and Russell 
D. Rynerson to media director at 
W. E. Long Advertising, Chicago . . . 
Arthur Wyman Sawyer to v.p. and 
account supervisor at Garfield, Hoff- 
man & Conner . . . Arthur A. Silver 
to copy supervisor in the tv com- 
mercial department at Leo Burnett, 
Chicago . . . Paul E. Kelly to account 
executive at Erwin Wasey, Ruthrauff 
& Ryan, Chicago. 


The Advertising Council went way 
over its estimate of $181.9 million in 
free advertising contributions for 

Lee H. Bristol, chairman of the 
Board, announced that agencies and 
advertisers had donated a peace- 
time high of $226.7 million worth of 
advertising to a host of well-known 
causes, ranging from the Red Cross 
to Smokey the Bear. 



How can I be sure my spots 
will get to the stations ON 

Let BONDED do it. Their 
Single Service System can 
take care of all your post- 
production headaches. 



A Division of 


The Advertising Council will mark its 
20th anniversary at a dinner attended 
by some 1,500 executives on 17 Jan- 
uary at New York's Waldorf Astoria. 

Keynoter of the dinner will be 
Henry Ford II, Ford Motor Company 
chairman, who is the recipient of the 
Council's 1961 Annual Award for 
Public Service. 

Neil McElroy, Procter & Gamble 
chairman and last year's winner, 
will make the presentation and Lee 
H. Bristol, chairman of the Council 
and of Bristol-Myers, will preside at 
the dinner. 

Happy Anniversary: Organized in De- 
cember 1937, The Southern Califor- 
nia Broadcasters Assn. has begun its 
silver anniversary year. 

Murphy has resigned as president 
and general counsel of the Washing- 
ton State Assn. of Broadcasters. His 
unexpired term will be filled by 
W. W. Warren, chairman of the Board. 
James A. Murphy has been ap- 
pointed executive vice-president and 
general counsel of the association. 

Tv Stations 

Discount houses are making their 
mark on television, according to TvB. 

Sales volume for 1961 is estimated 
at $4.1 million, making them the 
fastest growing segment of the re- 
tail field and the most aggressive lo- 
cal users of tv. 

More items to sell, less personal 
salesmanship, rapid turnover and 
other factors have made it necessary 
for mass merchandisers to look to 
tv to reach customers, TvB notes. 

Several stations have signed for 
Community Club Awards promotions 
in the past few weeks, including 
WCCA-TV, Columbia, S. C. 

The CCA, a seven-year-old outfit 
which sets up merchandising cam- 
paigns for station advertisers, hac 
previously concentrated in radic 

Other stations are: KBAK-TV 
Bakersfield, WHTN-TV, Huntington 
W. Va., WUSN-TV, Charleston, S. C. 
and WLKY-TV, Louisville. 



Welcome Back: The latest step in 
Shell Oil's slow but sure return to 
the tv fold is the purchase of a class 
A spot schedule on KTLA, Los An- 
geles. Shell had sponsored a news- 
cast on the west coast station sev- 
eral years ago. 

The numbers game: The ratings race 
routine paid off nicely for Helen 
Gordon of Li Her, Neal, Battle and 
Lindsey in Atlanta. She won an 
RCA Victor tv set in a contest run 
by WSB-TV. Object: to predict the 
number of homes that would view 
11 new NBC programs during the 
ARB rating period in October. 

Radio Stations 

Ideas at Work: Stations in the east 
Texas area have begun the inevitable 
search for "Miss and Mr. Twister." 
Climax will come in late January 
with a star-studded "Twist-a-Thon" 
. . . WTIC, Hartford, in answer to pub- 
lic requests, has produced a 12-inch 
recording of Robert Maxwell's sym- 
phonic suite, "The Broadcaster," 
which was commissioned and first 
performed at the station's dedication 
ceremonies last month ... To pro- 
mote its schedule of new programs 
ifor 1962, KCBS, San Francisco, gave 
away 700 fortune cookies bearing 
the message: "San Francisco's Good 
Fortune for the New Year!, etc." 
naming some of the new features. 

Congratulations: Robert Hyland, 

KMOX, St. Louis general manager 
and CBS Radio v.p., has been elected 
to the Board of Directors of the 
hamber of Commerce of metropoli- 
an St. Louis. This is only the sec- 
tnd time in the Chamber's history 
:hat a broadcaster has been so hon- 


Fhisa V data: WSOC, Charlotte, en- 
isted the support of Services Agen- 
cy, operated by the Carolina School 
if Broadcasting, to compile qualita- 
ive audience study for advertisers, 
t is, according to general manager 
lenry Sullivan, one of the only ef- 
forts of its kind in the Charlotte ra- 
io market. 

Special note: KSLY, San Luis Obispo 
and its rep firm, Sandeberg/ Gates, 
entertained some 40 agency buyers 
and media executives for an entire 
weekend, including cocktails, din- 
ner, dancing, golf and a visit to the 
Hearst Castle at San Simeon. 

Kudos: WEEI, Boston, got the Massa- 
chusetts Dental Society certificate 
of recognition for its dental health 
education programs . . . Thirteen 
radio and tv stations in the San 
Diego area were awarded Certifi- 
cates of Appreciation by Western 
States Advertising Agencies Assn. 
. . . WBBM and WGN took home a 
major share of the awards from the 
first banquet in Chicago of the 
American College of Radio Arts, 
Crafts and Sciences . . . Thomas J. 
Swafford, WCAU, Philadelphia, gen- 
eral manager, was named chairman 
of the radio & television division of 
the Philadelphia fellowship commis- 
sion's 1962 Membership enrollment 
. . . WFAA swept top honors in the 
quarterly Dallas Press club awards 
for outstanding news coverage . . . 
WOW, Omaha, and the tv outlet won 
an American Institute of Architects' 
award for its one-year-old building. 

As part of the promotion for its FM 
stereo programing, KPRI, San Diego, 
has distributed over 10,000 booklets 
labeled "FM Stereo Facts for Hi-Fi 

The station, which went on the 
air in June, 1960, began test broad- 
casts with its stereo multiplexing 
gear early in November, between 
one and two o'clock in the morning. 
It got the FCC go-ahead for full-time 
broadcasts on 22 November. 

Stereo starts: 17 December saw the 
inauguration of FM stereo multiplex- 
ing at two stations. KPFM, Portland, 
Ore., which opened with 24 hours of 
programing, will broadcast in stereo 
on a regular basis from noon to 3 
p.m. and from 7 p.m. to midnight 
daily WPFM claims the distinction 
of being Rhode Island's first station 
to broadcast in FM multiplex stereo, 

and the third station to do so in 
New England. 


NBC TV wound up the year with a 
record two-week period of daytime 
sales. Newcomers to the sponsor 
roster and expanded buys by tradi- 
tional advertisers boosted the total 
for the period to $8,171,455. 

The sponsor list includes Colgate- 
Palmolive, Lestoil, Fels, Andrew Jer- 
gens, Helena Rubinstein, O'Cedar di- 
vision of American-Marietta, Simo- 
niz, Whitehall Laboratories, Procter 
& Gamble, Kenner Products, Spei- 
del, Upjohn. 

Sales: ABC Radio added four new 
52-week advertisers to its file in the 
month of December, with the latest 
being Miller Brewing (Mathisson and 
Associates, Milwaukee). Miller will 
sponsor "Good News With Alex 
Dreier" which debuts today, 1 Janu- 

Kudos: ABC TV and James C. Hag- 

Holiday Best Wishes! 

"Joe" Rahall 
and all the "gang"! 





— First in Hooper and Pulse 
5am Rahall Manager 


now 5000 watts 

First in Hooper and Pulse 
"Ogrgie" Davie s, Manager 


— First in Hooper and Pulse 
Tony Gonzales, Manager 


—•First in Hooper 

John Banzhofl, Manager 


— •'Our New Baby" 
Sam Newey, Manager 

RADIO GROUP— Represented by 


1 JANUARY 1962 


erty, v. p. in charge of news, special 
events and public affairs, were hon- 
ored by the National Education 
Assn. and the Assn for Higher Ed- 
ucation for scheduling the second 
season of "Meet the Professor." The 
weekly series, which introduces out- 
standing college teachers to the pub- 
lic, resumes 7 January. 

Station Transactions 

KUAL-TV, San Antonio, formerly 
KCOR-TV, changed ownership with 
control passing from Cortez Indus- 
tries to Spanish International Broad- 
casting Corp. 

Extensive program changes are un- 
derway, under the new management, 
with over 30 hours a week in network 
programing from Mexico City in- 
cluded in the schedules starting 21 

The purchase gives Spanish Inter- 
national two uhf stations in this 
country — it has recently been 
granted a construction permit for 
channel 34 in Los Angeles. 

Sales: KEEL, Shreveport, La., was 
sold for $800,000 to LIN Broadcast- 
ing Co., headed by Frederic M. Gregg, 
and John P. Ozier. The seller is 
Foster Associates, owned by Gordon 
and B. R. McLendon. Broker: Black- 
burn & Co. Gregg and Ozier, who 
now own WMAK, Nashville, have an 

application before the FCC to trans- 
fer WMAK to purchase WAKY, Louis- 
ville, Ky., from McLendon for $1,350,- 
000 .. . WSHE, Raleigh, North Caro- 
lina, was sold by Louis Heyman of 
New York for $180,000 to Ralph Baron 
and Edward Kerum. Baron, who 
owns 100% of WILA, Danville, Va., 
has made application to sell 50% 
to Kerum. 


Wade's Lou Nelson hammered hard 
on the personal public service theme 
and not at any industry peccadillos, 
in his latest talk before the SRA's 
Chicago chapter. His subject: how 
to improve advertising's image. 

Nelson's suggestion: fulfill your 
obligations not only to the local but 
world community; rear your children 
on historical, traditional Americana; 
visit national shrines, etc. 

TvAR's latest audience dimension 
report relates food and household 
spending to the amount of tv viewed 
by housewives. 

The survey, conducted by Pulse 
during the spring, 1961, covers eight 
major markets and shows that dur- 
ing the day, 10.7% of light spenders 
viewed tv during the average quarter 
hour, vs. 19.3% of the heavy 
spenders. At night, 17.9% of light 
spenders viewed during the average 

Best wishes for a t~L(lppy 

and Prosperous 
New Year . . . . 1962 

jBLiVClVjBTjIvJ^J & Company, Inc. 



James W. Blatkburn 
Jack V. Harvey 
Joseph M. Sitrick 
RCA Building 
FEderal 3-9270 

H. W. Cassill 
William B. Ryan 
333 N. Michigan Ave. 
Chicago, Illinois 
Financial 6-6460 


Clifford B. Marshall 
Stanley Whitaker 
Robert M. Baird 
John C. Williams 
1102 Healey Bldg. 
lAckson 5-1576 


Colin M. Selph 
Calif. Bank Bldg. 

9441 Wilshire Blvd. 

Beverly Hills. Calif. 

CRestview 4-2770 

quarter hour, compared with 27.7% 
of the heavy spending group. 

Rep appointments: WILX-TV, Lan- 
sing, to Young-TV for national sales 
. . . WEMJ, Laconia, N.H., to Breen 
& Ward for national sales and Nona 
Kirby, Boston, for New England . . . 
WILA, Danville, Va., to Bernard How- 
ard for national representation . . . 
KOIL, Omaha, and KISN, Portland, 
Ore., to H-R. 

Public Service 

Westinghouse Broadcasting Co. and 
the four other members of Intertel, 
the non-profit organization founded 
more than a year ago as an interna- 
tional program exchange, have de- 
cided to produce a second cycle of 
tv documentaries for broadcast in 
1963 and 1964. 

A new feature: interviews with out- 
standing leaders of the respective 
countries. Members of Intertel are 
WBC, National Educational Televi- 
sion Network, Associated-Rediffu- 
sion, Ltd., Canadian Broadcasting 
Corp., and Australian Broadcasting 

Public service in action: WAST-TV, 

Albany, has set up a special network 
of stations stretching across the 1 
state to carry its origination of the 
opening of the New York State Leg- 
islature on 3 January (1-2:30 p.m.). 
Its the first time tv cameras have 
been allowed into the State Capitol 
and the first time an Albany station 
has ever fed a program to the entire 
state . . . WREX-TV, Rockford, III., 
is conducting a concentrated cam- 
paign to promote the use of auto- 
mobile safety belts. Spot announce- 
ments throughout the day and a spe 
cial feature program produced by the 
University of California are included 

Kudos: WGN, Chicago, got the Fou 
Chaplains Americanism award frort 
the Independence Hall of Chicagi 
Assn. for "consistent outstandin 
educational programs for respons' . 
ble citizenship" . . . WGBS, Miam . 
was awarded the South Florida sen 
ice award of the National Cysti 
Fibrosis Research Foundation. ^ 



I J \MARY 196 


{Continued from page 27) 
sonal trips, Leighton points out. 
This group consists of older adults, 
college-educated, and with incomes 
of $10,000 or more annually. 

Since then, the study has been ex- 
panded as a continuing effort, to de- 
termine not only the primary market 
for airline travelers, but methods by 
which a new air traveling public can 
be developed. 

NWA and Campbell-Mithun con- 
duct other surveys on a regular ba- 
sis, Leighton explains. Special reach 
and frequency studies, further audi- 
ence composition studies, continuing 
studies of air travel and public atti- 
tudes, and constant probing into pro- 
graming and station management, 
have greatly assisted NWA's media 

Market visits, too, have helped 
NWA formulate radio strategy. Agen- 
cy and client media planners get out 
into the field, explains Leighton: 
"We spend many weeks of each year 
in the airline's various cities, visit- 
ing radio stations, airline personnel, 
and generally getting the feel of each 
market and its variations." 

Both at the agency and client lev- 
els, those involved with NWA adver- 
tising are all deeply concerned with 
media. At NWA they are Robert J. 
Wright, v.p. and director of sales, 
and Russell Kruse, director of adver- 
tising. At Campbell-Mithun the en- 
(tire account team is involved with 
media. These include: Win Case, 
v.p.. account supervisor; Robert 
,Nevin. v.p., account director; Ralph 
Campbell, account executive; Joe 
Hoffman, creative director; Harry 
Johnson, v.p., media director; Rav 
.McWeeny, associate media director; 
Leighton: Wallace Hanson, space 
buyer; Charles Anderson, media re- 
search director, and John McCarty, 
marketing research supervisor. 

NWA is continuing its normal pat- 
tern of using more than three sta- 
tions in each market, utilizing traffic 
imes and newscasts. Occasionally 
-rhedules are increased, depending 
upon seasonal needs. NWA has con- 
f inued to buy only the best program 
franchises in its primary cities. 

Traffic times which are normally 
llled with news and other informa- 
ion of interest to business and pro- 
essional air travelers has been se- 
eded by NWA as the most logical 
ime to reach this market. ^ 


{Continued from page 29) 
and public interest at one and the 
same time. He may easily be the 
first NAB head who has ever staked 
out clearly this two-headed objective. 
3. Collins and the Administration. 
Collins is certainly proud of his close 
contacts with the Administration. 
Two days before his interview with 
sponsor he had arranged for the 
NAB's Freedom of Information Com- 
mittee to have lunch with President 
Kennedy. "When the publishers were 
here they were received by the Pres- 

ident but weren't invited to eat with 
him,' the Governor pointed out glee- 
fully. "We spent an hour and a half 
at the White House." 

Moreover, Collins' political views 
are definitely those of the New Fron- 
tier. "I believe that this is a time 
in world affairs in which all of us 
are called on for a greater effort," he 
said, in discussing the need for tv 
program improvement. 

Significantly, he has little patience 
with those he labels as "ultra-con- 
servatives." and in some off-the-rec- 
ord remarks, named certain individ- 

< i 


Many agencies and advertisers have been concerned 
about over-commercialization as a result of the 42-second 
breaks this fall. 

The management of KV00-TV has reaffirmed its policy 
which has been in effect for the past five years: there will 
be no triple spotting ... no over-commercialization . . . 
on Tulsa's Channel 2. 

"Our policy on the above remains absolutely inflexible. 

The result? You buy with confidence when you buy 
KV00-TV in Tulsa. 


The Original Station Representative 


1 JANUARY 1962 


uals within the broadcast industry 

who, he feels, fall into that class. 

\~ to his own political ambitions, 
SPONSOR has it from reasonably good 
authorit) (but not the Governor him- 
self i that he was tentatively offered 
a cabinet |<« >>t in the Kenned) Admin- 
istration and turned it down in favor 
of the NAB office. 

Collins does sa\ that many politi- 
cal leaders were surprised !>\ his 
choice. He reports that both the 
President and the late Sam Ravburn 
asked him. "Roy, what is the NAB?" 
when he took the job. 

"And this." says the Governor. 
"in spite of the fact that NAB repre- 
sentatives had been appearing before 
House and Senate groups for vears. 
Don't you think that perhaps we're 
a little better known toda\ ?" 

Despite his close political ties, how- 
ever. SPONSOR found no reason to be- 
lieve that Collins regards his NAB 
position as a stepping stone to future 
political office. 

4. Collins and the NAB. In an- 
swer to a direct question, the Gov- 
ernor said. "My greatest disappoint- 
ment within the past year has been 
to discover that there are strong and 
financially influential forces within 
the Association who don't want the 
NAB to be successful." 

He refused to elaborate or become 
specific on this point but it was evi- 
dent he was deeply hurt by some of 
the opposition he encountered. 

SPONSOR asked. "When you look 
back on your first speech before the 
NAB Board of Directors at Palm 
Springs last winter, what — if any- 
thing — would you change?" 

It is probafly a significant indica- 
tion of the Collins character and de- 
termination that his answer was "I'd 
change very little." 

At Palm Springs, the Governor 
called for a three-point program: 1) 
improve the industry's relations with 
government, 2) improve its relations 
with the puMic. 3 i improve broad- 
casting itself. 

To implement such a program Col- 
lins proposed a greatly strengthened 
NAB which would assume a leader- 
ship position within the industry, and 
would "speak for broadcasting." He 
said he deplored the fact that the 
networks were generally considered 
as industry spokesmen. 

SPONSOR reviewed with Collins just 
what had been accomplished in each 
of these areas during the past year. 

In the field of government rela- 
tions he feels "great progress" has 
been made. In public relations he is 
less certain. "It is a highly complex 
problem." In the improvement of 
broadcasting itself, he believes that 
substantial strides have been made in 
news, information, and public serv- 
ice programing. He is considerablv 
less satisfied with progress in en- 
tertainment fare. 

"I looked at a U. S. Steel Hour 
show last night." he said, "and it 
was terrible. Not that it was full of 
crime or violence or anything objec- 
tionable. It was just dull, boring, 
poorlv done. I can't understand how 
such things happen." 

The one area in which Collins ap- 
pears surest of progress is in the 
steps taken to strengthen the NAB. 

5. The Collins Program. "Vince is 
doing a great job." says the Gover- 
nor, of Vincent T. Wasilewski who 
was elevated during 1961 to the newly 
created post of executive vice- 
president at NAB, "and Bob Swezey 
is making tremendous contributions 
to our new code work." 

Collins believes that the tightening 
of codes and code administration was 
one of the most significant NAB ac- 
complishments of 1961. 

He is also very high on his proposal 
for an NAB Research Center and 
looks forward to a constructive re- 
port from the Research Committee 
headed by Don McGannon which 
will be presented to the NAB Board 
in late January. 

When Sponsor reminded him that 
his Research Center suggestion had 
been greeted with suspicion in many 
quarters. Collins said this, "Let me 
make it clear, I am not out to try to 
destroy the rating systems." 

"I have talked with agencies and 
advertisers and they have convinced 
me they must have ratings. I have dis- 
cussed rating systems with the net- 
works and am satisfied that in general 
they use ratings to assess trends and 
draw broad conclusions about the 
conduct of their business. 

"But I am very disturbed about 
the misuse of ratings on the local level 
— by stations, station representatives, 
and agencies. I don't believe that the 
methodology of the rating system is 
adequate for the local uses to which 
the) are put." 

"The purpose of the NAB Research 
Center will be to provide a place 
where broadcasters can check out re- 

search and rating methods, and all 
sorts of other problems, under highly 
respect auspices." 

Turning to the question of pro- 
graming. Sponsor asked the Gover- 
nor about his proposal last year that 
the three networks each devote two 
hours of prime time a week to what 
he called "Blue Ribbon Programs." 

Collins still believes firmly in the 
"Blue Ribbon" idea — even though his 
proposal evoked something less than 
enthusiastic acceptance by the net- 
works. "I think it would be wonder- 
ful if the networks were competing to 
see which could put on the best "Blue 
Ribbon" programs." he says. "I don't 
see why they don't do it." 

Here again Sponsor got the diaj 
tinct impression that the Governor 
was moving with intense good will 
into the programing area but with 
perhaps too little background of ac- 
tual program operations. "Don't vou 
feel that individual network pride 
would prevent them joining in such a 
group effort?" we asked Collins. 

"Perhaps", he said. "But they 
ought to feel a group pride." The re- 
mark is. in many ways, wholly char- 
acteristic of the Governor's approach. 

6. Collins and 1962. In discussing 
his plans for the coming year, Col- 
lins revealed that he hopes to do con- 
siderably more public speaking than 
he has been able to in 1961. 

This year he is planning to speak as 
frequently as possible before educa- 
tional, civic, and business organiza- 
tions. On his calendar, for example, is 
a date to address the convention of I 
the Automobile Dealer's Association. 

He also told Sponsor that he plans 
to get out more among industry 
groups, and hopes to attend at least 
five different state broadcaster asso- 
ciation meetings in 1962. 

7. Collins, the man. Throughout 
the entire sponsor interview which 
covered nearly three uninterrupted 
hour. Collins revealed himself as very 
much the kind of person his staunch- 
est admirers believe him to be — a 
man of great dignity, charm, sincer- 
ity, idealism, and character. 

"I always want to feel that I am 
succeeding in anything I do," he told 
sponsor, "and that is how I want to 
feel about this job." 

Asked what would help him to gel 
this feeling, he replied a little wist 
fully. 'If only a few more people ir 
the industry would let me know thev 
appreciate what I am doing." ^ 



1 JANUARY 196! 


(Continued from page 32) 
■ Angeles; Jim Tufty — Y&R, Los An- 
geles; and Tom Blosl — Botsford, 
Constantine & Gardner, Seattle. 

The predominance of female time- 
buyers on the West Coast ( one of the 
reasons for their preponderance in 
sponsor's survey ) may be something 
of a phenomenon in U. S. timebuy- 
ing. Lnlike New York City where 
the number of women timebuyers 
seems to be diminishing or, at least, 
remaining unchanged, on the West 
Coast, particularly California, the 
distaff numbers are rising. 

There were some reps in the sur- 
vey who expressed the opinion that 
existing conditions in the majority of 
West Coast agencies (many of which 
are not headquarters) are not con- 
ducive to luring male buyers. The 
reason: men want the opportunities 
more in evidence at the large eastern 
agency headquarters. 

Women, on the other hand, these 
reps also said, are content to remain 
at a salary level which, although 
sometimes not large enough to pro- 
vide security to a household head, is 
nevertheless sufficient for a single 
woman. The fact that West Coast 
women timebuyers are satisfied with 
their respective incomes I and their 
jobs too, undoubtedly) is brought 
out by the relatively low rate of turn- 
over in these agencies. Many of the 
top-rated girl buyers have come up 
to their present positions after a con- 
siderable number of years with the 

While the majority of the rep firms 
located on the West Coast showed no 
reluctance or hesitation to name the 
most knowledgeable (in their opin- 
ion) timebuyers, interestingly 
enough, the sponsor survey brought 
replies from two rep firms which did 
not choose to name names — for op- 
posite reasons. 

One rep shop said it was impossi- 
ple to tag an individual (or individ- 
^ls) since, in his estimation all buy- 
ers i with possibly one or two excep- 
ions) in his area were classified as 
onscientious and intelligent. 

The other note declined to name 
lames because it was felt that there 
ire far too few buyers eligible for 
lassification as "knowledgeable." 

To most reps, however. West Coast 
imebuyers are not lacking in this 
espect. Indeed, the buyers, say the 
ellers, are nothing if not pros. ^ 

' **' 

Commercial commentary {Cont. from p. id 


1 JANUARY 1962 

Next time you gaze gloomily into your empty coffee cup as some 
after-lunch or after-dinner orator drones on, see if you can spot 
which one of these five pitfalls he is tumbling into. 

The Essay Error is especially common among speakers who take 
themselves and their views with extreme seriousness. 

Essentially it is the mistake of thinking that a speech should re- 
semble — in form, tone, and content — just a darn good college theme. 
It should look like the professor would give it an "A." 

This is manifestly absurd, since a theme or essay is meant to be 
read, while a speech (on the surface anyhow), is meant to be heard. 
And everyone of us with even the slightest experience in radio and 
tv knows that good writing for the printed page is often bad writing 
for the human voice. 

The self-expressive vacuum 

By far, however, the most serious weakness of most industry 
speeches, is that they are one-dimensional. 

They represent what a speaker wants to say, but without any 
thought of his listeners — the Self-Expression Error. 

I find it shocking that so few of our speechifiers ever seem to ask 
themselves, "Who is my audience? What is my relation to them? 
How can I touch their thoughts and interests?" 

If you doubt this, then I suggest you try to count how many times 
the next speaker you hear uses the word "you." How often does he 
directly relate himself and his ideas to his audience? 

I think you'll be startled by the "non-youness" of most industry 
orators. They operate in a self-expressive vacuum. 

The third pitfall — the Omnibus Error — is often a direct result. 
This is the mistake of believing that you can cover 15 waterfronts 
and throw in 22 kitchen sinks in a single speech. 

The notion that a public platform appearance is an excuse for 
discussing a host of unrelated items is an insult to an audience. 

And almost invariably it means that the speaker lacks both a 
sense of form and structure, and a sense of courtesy. 

The Home-and-Mother Error is an outright oratorical absurdity. 
It springs from the goofy idea that making a speech gives you a 
license to use flowery language and arm-waving idealistic generaliza- 
tions which you wouldn't dream of employing in ordinary talk. 

The best possible advice for avoiding Home-and-Motherness is 
simply — listen pal, don't say it on a platform if you wouldn't say it 
to one man, face to face. 

Finally, and I find it the most common of all, there is the Error 
of the Undefined Purpose. 

What does the speaker hope to accomplish with his remarks? 
What specific action does he aim to promote among the members 
of his audience? What is his target, what is he aiming at? 

Purposeless oratory is not merely a waste of everyone's time. It 
is evidence of extreme fuzzy-mindedness. 

Yet I'll make you a pessimistic bet about 1962. I bet you won't 
be able to discern any clear purpose in 19 out of every 20 industry 
speeches you hear in the next 12 months. 

I'll bet you that 30 minutes after hearing the average industry 
oration you won't have the vaguest idea of what the speaker wanted 
you to think, to feel, or to do. 

Can't we possibly clean up this distressing situation? ^ 



Suggestions to Governor Collins 

In this issue (page 28) we are reporting a long and most 
enlightening conversation we had recently with Governor 
LeRoy Collins in Washington. 

We have tried to set down, as objectively as possible, the 
Governor's answers and comments on a variety of industry 
questions, and to present an accurate picture of the man who 
is beginning his second year as president of NAB. 

We hope that this, in itself, will provide a valuable service 
to the industry. 

But inevitably, of course, sponsor has its own editorial 
opinions and convictions about such matters, and we want 
to take this opportunity to offer some friendly and construc- 
tive suggestions to Governor Collins. 

First of all, Governor, we firmly believe that you are 
potentially the greatest leader our industry has ever had. 

We highly respect your ability, your integrity, your ideals. 
We agree with your concept of broadcasting as a combina- 
tion of private enterprise and public service. 

But we do want to point this out — your own background 
and career has emphasized public service. And we strongly 
feel that at NAB you must make a special effort to learn 
and understand the problems, psychology, and drives of the 
private enterprise aspect of the industry. 

We are wholly convinced that you want to do this. But we 
do believe that you must become far more familiar with the 
character, difficulties, and day-to-day work of the individual 
broadcaster than you have been able to do thus far. 

Our second suggestion is this. We are happy to learn that 
you are planning to make more public appearances and 
speeches. You have a great gift as a speaker and you are, 
as no other NAB president has ever been, a nationally known 
and respected figure. 

But we do hope that in your speaking engagements this 
year you will concentrate on telling the American people the 
really great story of broadcasting's accomplishments. 

You have said that you are an "advocate," and we need 
strong advocates. Please let us see and hear you in action 
soon with an upbeat presentation of our industry's contribu- 
tions to American life. ^ 


Best of '61 

Baseball managers to team: "A\ 
right, you guys, here's the line-up for 
the 1961 season. Gus, you're off the 
shaving commercials, Ed will do 'em. 
Pete, Bob, and Cy will do cigarette 
commercials; Sal and Lefty, break- 
fast-food commercials; Carl and 
Whitey. sports cars; Tony, Jake, and 
Morrie. deodorants!" (Caption from 
Register and Tribune Syndicate car- 

Just a Minow: A humorous mo- 
ment during a Minow address oc- 
curred when he referred to a station 
that dropped The Untouchables and 
put in The Chicago Symphony Or- 
chestra show. Said Minow: "We can 
only speculate about the reaction of 
the television audience when they see 
what comes out of those violin 

Cood evening, men: Washington 

correspondent Bill Shannon (N. Y. 
Post) quotes an Administration offi- 
cial this way: "(My) most uncanny 
experience is to attend committee 
meetings with Edward R. Murrow, 
the U. S. Information administrator. 
The chairman calls upon him and 
there he is, just like on television, 
chain-smoking and talking in that 
deep voice. I almost expect him to 
say, 'This is the news!' ' 

Next case: When asked what crime 
was committed by sit-down pickets 
dragged away from the Soviet UN 
Embassy, where they were protesting 
Russia's nuclear bomb testing, Good- 
man Ace (whose wit long has sparked 
the broadcast media) is reported to 
have made this reply: 

"They ivere arrested for disturb- 
ing the war." 

What's a marketing man? Paul 
Lee, national advertising manager.' 
Volkswagen of America, titilated a 
gathering of the Marketing Execu- 
tives Club of New York in mid-Octo 
ber with the following definition of a 
marketing man. "He's a no-non-< n»< 
guy who wants to know all of tnt 
facts about everything before comini 
to any conclusion. He's the kind o 
guv who. when you ask him how': 
his wife. sa\s. "Compared to what?' 



1 JANl'AKY 196' 


JLoday is the time to begin to tackle a few of 
the challenges and the opportunities around us. 
Today is the time to speak only kind words 
about others. Today is the time to give some* 
thing of ourselves, our time and our resources, 
where they are urgently needed. Today is the 
time to do at least one worthy thing which we 
have long postponed. Today is the time in which 
to express our noblest qualities of mind and heart. 
Today is the time to make a beginning. Never 
put off until tomorrow what can be done today. 

Martin Himmel, President 
Dunnan & Jeffrey, Inc. 
730 Fifth Avenue 
New York, New York 








wnuaiii J 


:: w 


jjj ^^ radio and television station reDresentatives 

One of the most progressive Station Representatives in 
the country, with offices in New York, Chicago, Atlanta, 
Los Angeles and San Francisco- 




One of the most respected Negro Radio Stations in 
America, serving 1,600,000 people— the biggest Negro 
Community in the United States. 

M s 


125th St. and Seventh Ave., N. Y. 

• JANUARY 1»«2 





j low budget daytime series ' EC GEHtJ ^ ^ 

laded with sales-producing merchandising gimmicks 


lesident Kennedy is talking about physical fitness . . . 
TV sponsors are talking it up . . . and 
newspapers are featuring it! Take advantage of all 
this talk about physical fitness, exercise, weight 
control — give women a program they want. 


We have a pile of proof as to its 

effectiveness. Many sponsors are on their 

fourth repeat of series. Available are 

merchandise aids such as exercise 

chart giveways, premium phonograph 

records, point of purchase displays. 


Use "It's Fun to Reduce" as 5 weekly 

quarter hours . . . sell one sponsor or 

several. Perfect for banks, savings and 

loans, bakeries, milk accounts, 

any women's product, 

Fills that normally hard-to-sel 
morning time from 9 to 10 AM beautifully — 
at the price to fit every budget, 
^te — wire— phone for additional details. 


; 3 Second Avenue Pittsburgh 19, Pa. 

GRant 1-8500 



Government agency's 
actions regarding tv 
have raised questions 
about its ad attitudes 

Page 21 

Net show costs 
continue their 
below-line rise 

Page 24 

Blair Vedder, 
NL&B trainee 

Page 26 

V | How radio will 
^ fare from petrol 
budgets in f 62 

Page 28 


(1) BASIC MEDIUM . . . WCCO Television 
has a daily circulation of 78%* of the 752,300+ 
homes in the 68-county Twin City area. More 
than any other TV station . . . More than any 
other advertising medium. 

(2) BASIC MARKET ... The Twin City 
market is 14th most populous area in the 
country . . . 12th in the nation for retail sales. 


BASIC SELLING . . . involves many 
elements . . . audience, station image, pro- 
Television's TELE-SELL Merchandising 
guarantees a qualified advertiser displays in 
145 Twin City supermarkets. 

Three TELE-SELL Merchandisers personally 
visit all 145 cooperating stores twice each 
month . . . and check on pre-arranged TELE- 
SELL displays. 

Documented reports are compiled and sub- 
mitted for each product . . . listing displays, 
stores, dates, and photographs. 

For a TELE-SELL Brochure write WCCO Tele- 
vision, Minneapolis-St. Paul or contact your 
nearest Peters, Griffin, Woodward, Inc. 

STATION in the Minneapolis-St. 
Paul Markets, WCCO television is 

*ARB 1960 Coverage Study 
+ Nov. TV Magazine 




STORY. . . for KETV, Omaha! 


It's an Old story KETV is first again! 

Its a Bold story 

the 21sl consecutive rating with a big 12.5 
AVERAGE, Tuesday through Sunday — more 
than double any other movie series in Omaha. 

It's an Exciting story Eor the 4th year in a row, the November ARB 

proves KETV has the largest 6 P.M. to midni ght 
audience, Monday through Sunday . . . KETV 
is entertaining the market with 6 of the 
TOP 10 programs: 

1. THE HEAL McCOYS 35.0 

2. MY THREE SONS 34.0 
I. BEN CASEY 31.5 
5. NAKED CITY 31.5 


Use full minutes in early starting Movie Masterpiece, or ehoose availabilities 
next to most of the top-rated shows on KETV. 

Call Harrington, Righter & Parsons, Inc., NOW! 


Source: November, 1961, ARB 





Ben H. Cowdery, 

Eugene S. Thomas, 
V. P. & Gen. Mgr. 


8 JANUARY 1962 



V is the sound that sells 



robert e. eastman & co., inc. 


Dayton, Ohio / 

c Vol. 16, \o. :' • 8 JANUARY 1962 




Is the FCC anti-advertising? 

21 l year of .i<l criticism and i\ taunting l>\ I- '< ( '. raises questions 
on governmenl attitudes in '62, how broadcasting will fare 

Net show costs continue below line rise 
24 ''"' admen getting read) to check oul llic net fare for next seaso 

hand) guide to what's been happening to program production costs 

NL&B's illustrious trainee 
26 That's how his agenc) associates describe Blair Vedder. Jr.. who now 
heads a 50-min media ^K; fT in the Chicago shop. Hi was a trainee in -18 

Cas and oil: Radio's big $32 million gusher 

28 Radio will gel $32 million from gas .md oil ad budgets tin- \car: hut 
as competition peak-, more radio dollar- arc in -lore. -ur\e\ indicates 

Arnold's yeasty video year 
30 Qualitj baker's best year stem- from eight-market, 10 — tation c nnpaign; 
success ol weather-girl as product spokeswoman help- a ri-c in -ales 

Commercials festival enters third round 

32 Third annual American T\ Commercials festival spreads it- wingj 

1962 entries «ill be tapped in five major ad centers bj regional judH 

NEWS: Sponsor-Week 7. Sponsor-Scope 15. Spot Buys 38. SponJ 
Week Wrap-Up 48. Washington Week 51. Film-Scope 52. Sponsor Hear- 54 
Tv Radio Newsmakers 60 

DEPARTMENTS: 555/5th ll. Sponsor Backstage 13. Timefl 
er's Corner 39. Seller'- Viewpoint 61. Sponsor Speak- 62. Ten-Second Spots ■ 

Officers: Norman li Glenn, editor and publisher; Bernard Plall, execi 
tive vice president: Elaine Couper Glenn, secretarv-treasurer. 

Editorial: executive editor, lohn E. McMillin: news editor, lien Bodcc 
managing editor. Alfred J. Jaffe; senior editor. Jo Ranson; midwest editn 
Given Smart: midwest associate editor, June Coombes; assistant news c<f 
tor, Hey ward Ehrlich: associate editors, Jack Lindrup, Ben SefJ. Ruth Schlange. 
Jane Pollak, Barry Mallin; columnist, Joe Csida : art editor, Uaur\ Karl: 
production editor. Mary Lou Ponsell ; editorial research, Carole Fersler: readi 
service, David Wisely. 

Advertising: assistant sales manager, Willard L. Dougherty: -outhei 
manager, Herbert M. Martin, Jr.; midwest manager. Paul Blair: western mai 
ager, George G. Dietrich, Jr.; sales service/production, Leonice K. Mertz. 

Circulation: circulation manager. Jack Ruyman; John J. Kelly, Lyd 
Martinez, Jenny Marwil. 

Administrative: office manager, Fred Levine; George Becker, Micha 
Crocco, Geraldine Daych, Jo Ganci, Syd Guttman, Manuela Santalla, Je 
Schaedle, Irene Sulzbach. 


Member ol Business Publication] 
Audit of Circulations Inc. 

© 1962 SPONSOR Publications I'M 

SPONSOR PUBLICATIONS INC. combined with TV Enecutiv* Mito-iil. Circulation, i 
Advertising Offices: 555 5th Av. New York 17, Murray Hill 7-8080. Chicago Offices: < 
N. Michigan Av. (11). 664-1166. Birmingham Office: 5617 8th Aye So.. FAirj 
2-6528. Los Angeles Office 6087 Sunset Blvd. < 28 > . Hollywood 4-8089 Printing Offi 
3110 Elm Av.. Baltimore 11, Md. Subscriptions: U S. $8 a year. Canada $9 i year. Ot 
countries $11 a year. Single copies 40«. Printed U.S.A. Published weekly. 2nd cl 
postage paid at Baltimore. Md. 


8 JAM VR1 L9 




JACK LEMMON BETSY PALMER WARD BOND produced by lelan d hayward 

directed byJOHN FORD and MERVIN LeROY screen play byFRANK NUGENTand JOSHUA LOGAN 




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By Any Yardstick 

the big on 

Takes the Measure 







Call Avery-Knodel, Representative, 
or C. P. Persons, Jr., General Manager 


8 January 1962 

Latest tv and 
radio developments ot 
the week, briefed 
for busy readers 



The FTC last week ruled unani- 
mously that "salesmanship" cannot 
supplant "truth" in demonstration 
commercials of products offered for 

The ruling accompanied a Com- 
mission order against Colgate-Palm- 
olive and its agency, Ted Bates. 

(At presstime, agency president 
Rudolph Montgelas denied that Ted 
Bates had yet been officially notified 
of the ruling. He added that no 
statement would be made by the 
agency until consulting with coun- 
sel and client.) 

The FTC's ruling came against the 
"sandpaper" commercials used by 
Palmolive late in 1959. They pur- 
ported to show that Palmolive Rapid 
Shave could remove the abrasive 
from sandpaper but the mock-up 
photograph was actually plexiglass 
that had been sanded. 

Their legality was first challenged 
in January 1960. The present ruling 
reverses the opinion of Hearing Ex- 
aminer William L. Pack, who found 
only "harmless exaggeration or puf- 
fing" in May 1961. Commissioner 
Philip Elman's opinion this week 
has far reaching consequences. Al- 
though he had no objection to the 
use of simulated objects in tv enter- 
tainment he definitely drew the line 
on objects for sale. 

Commissioner Elman also dis- 
missed as invalid Bates' argument 
that it had not intentionally vio- 
lated the FTC act and that it was 
(Continued on page 10, col. 3) 

Toasting with radio 
in Baltimore 

An agency that really be- 
lieved in radio would use it to 
celebrate New Year's Eve. 

That saying was actually the 
case in Baltimore this holiday 
with the Leon Golnick Shaffer 
Advertising Agency, which pur- 
chased five hours on WITH- 
AM-FM to tell what he had 
done during the year for local 

The program was a New 
Year's Eve Dance Party, run- 
ning from 9 p.m. to 2 a.m. 

Agency president Leon S. 
Golnick used the commercial 
time to show off actual radio 
commercials he produced for 
clients and to tell success stories 
of his clients in air and print. 

The agency itself paid for 
airing the radio spot on all its 
radio accounts. 


Chrysler Corporation (Leo Burnett) 
was able to announce limited pro- 
duction of its new turbine engine 
car in 1963 with commercials on tv 
only 3 days after the start of a cross- 
country test depicted. 

The test vehicle left New York 27 
December and tape commercials 
were aired 30 December and 1 Jan- 
uary on Chrysler's Blue-Grey and 
Rose Bowl Football games on NBC 

Commercials were produced on 
video tape by MGM Telestudios, 
which also had another crew in De- 
troit a week earlier. 


Belair Cigarettes, a $6 million ac- 
count, has been switched from Ted 
Bates to Keyes, Madden & Jones. 

However, other Brown & William- 
son brands, including Kool, Viceroy, 
Life, Kentucky Kings, and Du 
Maurier, totaling an estimated $20 
million are staying at Bates. 

KM&J has handled the various 
B&W Raleigh products for some 
time, worth about $3 million annual- 

Belair production did not rise in 
1962, according to Wootten esti- 
mates. The cigarette produced 1.0 
billion and ranked 20th among all 
brands. Raleigh, ranking 13th, rose 
from 9.0 to 10.2 billion in produc- 
tion in 1961. 


• FTC sets significant ground rules 
via rapid shave edict 

• BELAIR $6 mil. account switches 
from Ted Bates to KM&J 

• HITCHCOCK full hours going to 
CBS TV but never on Sunday 

• 3M (MJ&A, BBDO) orders $1 mil. 
on ABC TV daytime 

• CHRYSLER turbine car announced 
quickly with tape commercials 

• BBDO elects Ermoyan, Turner, 
and Villante 


8 JANUARY 1962 

SPONSOR- WEEK/ 8 January 1962 


R. E. "Tommy" Thompson has 
joined Leo Burnett as v. p. and assist- 
ant to the chairman of the creative 
review com- 

was v.p. and 
associate cre- 
ative director 
at McCann- 
Erickson. He 
was with the 
R.E.Thompson agency for 
twenty-six years and was actively 
identified with accounts such as 
Liggett & Myers, Coca-Cola, Buick, 
Ford, Chrysler, Standard Oil (N. J.), 
and Esso. 
Thompson will move to Chicago. 

James P. Storer 
to WJW, Cleveland 

James P. Storer has been ap- 
pointed assistant general manager of 
WJW, Cleveland. 

A son of George P. Storer, Sr., 
chairman and principal executive 
officer of Storer Broadcasting, James 
P. Storer was national sales man- 
ager of WIBG, Philadelphia. 

James P. Storer has also served at 
WGBS, Miami, and for the Storer 
Radio Division in New York. He has 
been in broadcasting since 1950. 

KBS optimistic; ranks 
ad income by types 

Radio revenue will grow in 1962 
through better programing, more 
sales service, and heavier merchan- 
dising and promotion, stated Sidney 
J. Wolf, president of Keystone 
Broadcasting System, in reporting 
last week the results of a special 
year-end questionnaire. 

The stations surveyed reported lo- 
cal business was more important to 
them than regional business and 
that national business was the small- 
est of the three groups. 

The survey also listed the products 

and services that gave them most 
business from each of the three 

Local business was ranked as fol- 
lows: Food, automotive, clothing-de- 
partment stores, furniture stores, ap- 
pliances-utilities, financial, drugs, 
gas and oil, soft drinks, and agricul- 

The regional ranking given was: 
Food, beer, agriculture, soft drinks, 
drugs, automotive, gas and oil, 
financial, appliances, and real estate. 

This was the national ranking re- 
ported: Automotive, food, drugs, to- 
bacco, beer, agriculture, gas and oil, 
soft drinks, appliances, and finan- 

Ermoyan, Turner, 
Villante BBDO v.p.'s 

Three new v.p.'s elected this past 
week at BBDO are Suren H. Ermoyan, 
Leo J. Turner, and C. P. Villante. 

Ermoyan joined the agency in 
June 1959 as creative visual super- 
visor in the art department. He had 
been senior v.p. and visual director 
of L&N, and art editor of Good 
Housekeeping, Town and Country 
and Cosmopolitan. 

Turner, director of public rela- 
tions, joined BBDO last April. He 
was formerly v.p. in charge of finan- 
cial public relations of Selvade and 
Lee, New York public relations firm. 
(Continued on page 48, col. 1) 

Canadian SRA elects 
officers for 1962 

Reo Thompson has been elected 
president of the Station Representa- 
tives Association of Canada, Inc. He 
is general manager of All-Canada 
Radio and Television, Ltd. 

Other officers elected for 1962 in- 
clude Andy McDermott (Radio and 
Television Sales, Inc.), first v.p.; 
Ernie Towndrow (Stephens and 
Towndrow, Ltd.), second v.p.; Ken 
Davis (Interprovincial Sales Ltd.) 
secretary, and Gordon Ferris (Radio 
Representative Ltd. and Television 
Representative Ltd.), treasurer. 


Gerald Light has resigned from 
Schick, where he was v.p. of mar- 
Schick is closing its New York 
marketing of- 
fices and is 
all offices in 
Lancaster, Pa. 
Light was 
formerly v.p. 
and account 
supervisor at 
Gerald Light M c C a n n - 

Erickson, director of advertising for 
CBS-Columbia, and advertising man- 
ager of Emerson Television. 

Collins lauds air boon 
to communications 

Broadcasters "have constructed 
the most amazing means of mass 
communication the world has ever 
seen and done more to bring man- 
kind closer together through infor- 
mation and understanding than any 
other single enterprise in history" 
stated NAB president LeRoy Collins, 
writing in the winner issue of Busi- 
ness Horizons, published by the 
graduate school of business of In- 
diana University. 

"There is hardly a home in Amer-j 
ica that does not enjoy entertain- 
ment and educational experiences! 
that only a few years ago would have 
been beyond imagination," wrote 
Collins. "In a short span of time 
broadcasters have created some 
truly fine programing, and achieve-| 
ments that they are continually tr 
ing to better." 

Collins compared the feat 
broadcasting to that of a juggler 
private enterprise and public ser 
ice must be maintained simultane 

Broadcasters, Collins said, "ha\ 
done and are doing a truly remark 
able job" in view of the comply 
forces which continually bear or 
their operations. 


8 .) \\( \I!Y 1%< 

ISPONSOR • 8 JAMJAin 1902 

SPONSOR- WEEK/8 January 1962 

r ' ' :.. - : ' ~ : r n 



CBS TV has announced that Al- 
fred Hitchcock Presents will be back 
on its network in the fall in a full- 
hour version. 

But contrary to some earlier un- 
official reports, Hitchcock won't 
bump General Electric Theatre and 
Jack Benny on Sunday night. In 
fact, CBS said definitely that the 
show would not be seen on Sundays 
at all, although it had not settled on 
which time period is would occupy. 

The different version of Hitchcock 
on NBC would end when the CBS 
hours began and part of the deal is 
that the CBS hours would be pro- 
tected against any re-run use of the 
NBC episodes. 

Although CBS emphasized that 
Hitchcock would not replace GE 
Theatre, it was not ready to go so far 
as to say definitely that the drama 
series would continue in its present 
time period, or at all. 

NAB Code reports 
violence down, sex up 

Violence for its own sake declined 
on tv in 1961, but "improper por- 
trayals of sex" increased a little, re- 
ported Robert D. Swezey, director 
of NAB's code authority. 

In 1962 the NAB office will make 
the same efforts against the new 
problem that it made against exces- 
sive violence in the past. 

A special problem exists in the 
area of "trailers," or film commer- 
cials for motion pictures seen in 
theatres. The trailers are often of- 
fensive in their sexual suggestive- 
ness even where the pictures them- 
selves contain nothing objection- 

NBC's FCC hearings 

NBC TV will carry the forthcoming 
FCC hearings on network tv pro- 
graming as three special half hour 
programs on successive Sundays be- 
gining 28 January. 

Want free tv 
program time? 

Advertisers can obtain a \ ir- 
iiin Islands audience Free In 
merel) providing programs with 
commercials in them l<> VITV, 
St. Thomas closed circuit sta- 

There arc now between 1200 
and 1500 viewers there who 
pay a $10 monthl) fee. Popu- 
lation of St. Thomas and St. 
Croix totals 33,000 people. 

Arrangements are being han- 
dled l)\ representative Charles 
Mil lielson in New York. 


Second recipient of the annual 
"Mike Award" of the Broadcast Pio- 
neers will be WGN, Chicago, it was 
announced by Phil Edwards, presi- 
dent of the New York Chapter. 

The award will be made at cele- 
bration 25 February in New York. 

The first of these awards was made 
last year and went to WLW, Cincin- 

WGN went on the air 24 March 
1924, almost 38 years ago. The sta- 
tion is a subsidiary of The (Chicago) 
Tribune Company, and its call letters 
are said to abbreviate the Parent 
Journal's motto, "World's Greatest 

TvB names Miller as 
sales promotion head 

Duncan Miller has joined TvB as 
director of sales promotion. 

He was director of promotion at 
the Magazine Advertising Bureau for 
the past five years and was previous- 
ly national sales promotion manager 
of the New York Mirror, promotion 
manager for WJZ (now WABC) Ra- 
dio, New Year, and a copywriter for 
Time Magazine. 

The appointment was announced 
by George G. Huntington, vice presi- 
dent and general manager of TvB. 


ABC Radio is kicking its heels 
over one of its best sales outlooks 
in many a year. 

With the first quarter hardly be- 
gun it is already 37% ahead of what 
it did by the end of the correspond- 
ing period in 1961. 

Thanks to a record December 1961, 
ABC Radio wrote $2,280,110 in new 
business and $2,429,516 in renewals. 

3M orders $1 million 
on ABC tv daytime 

Minnesota Mining and Manufactur- 
ing (MacManus, John & Adams; 
BBDO) placed a 52-week $1 million 
order last week on ABC TV daytime. 

Shows included various women's 
programs and American Bandstand. 

Brigham to West Coast 

John Brigham has been made tv 
manager of PGW in San Francisco. 
He was a New York tv account ex- 

FTC lays down law 

(Continued from page 7, col. 1) 
merely an agent for the client. He 
asserted that the agency had origi- 
nated the "sandpaper" idea and 
could not evade liability for it. 

Commissioner Elman denied that 
technical tv requirements justifiei 
"falsehoods and deception of th 
public." He stated, "Stripped of pi 
lite verbage the (advertisers') arg 
ment boils down to this: Where tru 
and television salesmanship colli 
the former must give way to the la 1 

"This is obviously an indefensible 
proposition. The notion that a spoi 
sor may take liberties with the tru 
in its television advertising, whili 
advertisers using other media mu: 
continue to be truthful is pate 
nonsense. The statutory requi 
ments of truth in advertising appl; 
to television no less than to othei 
media of communication." 


More SPONSOR-WEEK continued on page 4£ 

Negro radio in Newark 

Your special Negro Radio SPONSOR 
supplement ill September) was up 
to your usual fine standard of report- 

I have only one objection to enter. 
Your Negro Station Profile on page 
40 lists under New Jersey WHBI, 
Newark, with 154 hours per week on 
the air and 95% Negro programing. 

The fact is that our WNJR in 
Newark is the only full time Negro 
programed station there and that 
WHBI is on the air Sundays only. 
WNJR is the only full-time seven 
day a week Negro programed station 
in the New York area. 

I would appreciate it if you would 
-et the record straight. 

Albert R. Lanphear 

vice president 

Continental Broadcasting Inc. 

Wilmington. Del. 

Lanphear's objection is justified. WHBI broadcasts 
.2 hours per week, tram 6 a.m. Sunday to 4 a.m. 
londay. The 154 hours reported is an inadvertent 
rror. However, the figure indicating that WHBI 
»roadcasts 9j^c Negro-appeal programing is correct. 

Telephone is still ringing 

f anyone ever doubts the pulling 
tower of SPONSOR, you need only 
refer him to me. I am now in a posi- 
tion to make a much stronger state- 
ment of readership than even that 
issued by the B.P.A. 

In your 27 November issue I ap- 
>eared in The seller's viewpoint. The 
elephone is still ringing. 

Robert E. Richer 


Robert Richer Rep., Inc. 

New York 

tadio should shout its merits 

' think sponsor has done one hell of 
i job for the radio industry. For 

this, you have my heartiest congratu- 
lations. There isn't any question in 
my mind that your publication stands 
heads and shoulders over all others 
when it comes to supporting this in- 

It is unfortunate that a medium as 
powerful in radio that to cyclicly jus- 
tifv its very existence. 

I think it is about time that radio 
people quit blaming themselves for 
the ignorance of others and stood up 
and shout it to the skies the merits 
of their medium. 

Manning Slater 
general manager 

The real KXXX 

I noticed a feature titled ''One-upman- 
ship" on page 78 . . . 10-SECOND 
SPOTS in the 4 December issue of 
sponsor. This was an amusing story, 
and fit this particular column well; 
however. I would like to call the 
writer's attention to the danger in 
the use of X's as substitutes for the 
actual call letters of a station. 

The story referred to a radio sta- 
tion in San Diego and the involve- 
ment of its mobile unit in a traffic 
accident. Apparently the writer wa- 
not aware that three X's have been 
assigned to stations in both of the 
FCC geographical areas. In order to 
disguise the station in San Diego 
involved in the accident, vour writer 
called it "KXXX." 

KXXX is located in Colby. Kan. 
As far as we know, they're all safe 
drivers as well as good broadcasters. 
Although we don't represent WXXX. 
I'd like to point out that it is located 
in Hattiesburg. Miss. 

Ray Simms 
director of promotion 
HR Representatives. Inc. 
New York 

• Hit's point is well taken. Apologies to the real 
KXXX. Colby. Kan. 

"Look South for new economic 
strength. . . look at the Jackson 

TV market area 

for solid growth 
and a sound 

Served, 1954-1957, as 
Head of Largest World-wide 
Masonic Organization 
(Royal Arch Masons) 


Clerk, Supreme Court 
of Mississippi 



Serving the Jackson, Miss. ^Television Area 


8 JANUARY 1962 


WJIM-TV, Lansing 

CHOSEN FROM OVER 10,000 ENTRANTS in Martha Dixon's Sugar 'n' Spice Competition, the top 
winners here receive their awards from Martha on a Copper Kettle telecast. Besides a program- 
association of exceptional prestige, Copper Kettle advertisers get the advantage of live product- 
demonstration. As state capital and home of Michigan State University, Lansing provides many important 
guests that help keep Copper Kettle bubbling merrily. 

Prime example of program leadership by 
alert management, enabling creative talent 
continually to build new vision into Television 
on stations represented by 


"Condensed into one sentence, ( 
program-pattern is simply this: 
give families throughout our sen- 
area the greatest available values 
culture, information and enterta- 
merit. Into this pattern 'Copi 
Kettle' fits perfectly. So does 'Tc 
class Six' which rates college ere 
So do our newscasts, with extern: 
on-camera coverage of Michigi 
news. Consistent response proves! I 
our viewers and our advertisers ■ 
preciate the special quality of WJI • 
TV production." 

Harold F. Gr ? 
President. WJIM- ' 



8 JANUARY 19f 

ie 'extra' that builds 
audience ... and sales 

lakes something extra to make a Home- 
iker Show click. And Copper Kettle, on 
1IM-TV, has what it takes. 
Every day it presents an exciting range 
home-making features and guest- 
erviews — all with a special woman- 
erest angle. 

Martha Dixon, magnetic hostess of 
pper Kettle, is a leading Home Econo- 
st. Her suggestions develop immediate 
store response. And the yearly mail- 
ponse hits six figures. 
Copper Kettle is just one of many 
»gram-areas where WJIM-TV's success 
onspicuous. In education, for example, 
leclass Six' directed by Dr. Maria 
na Morris, teaches college-level Span- 
for college credit. 

\nd in news, both national and local, 
IM-TV is outstanding. For on-camera 
vs, equipment includes two remote 
vs cars, police and fire monitoring con- 
ts, film and slide cameras, telefax photo 
vice, processing lab . . . plus a network 
correspondents throughout the state. 

To Blair-TV, creative cultural program- 
| lg by great stations like WJIM-TV is a 
hstant source of inspiration. We are 

ud to serve more than a score of such 

ions in national sales. 

by Joe Csidn 


Televisions' 's first exclusive 
national representative, serving: 








KTVT-Dallas-Ft. Worth 

KFRETV- Fresno 

WNHC-TV-Hartford-New Haven 


KTTV— Los Angeles 


WDSU-TV-New Orleans 



WIIC— Pittsburgh 




KTVI-St. Louis 

WFLA-TV-Tampa-St. Petersburg 


o JANUARY 1962 

What were you doing New Year's Eve? 

The combination of doing a column on an 
every-other-week basis plus advance magazine 
deadlines plus the hustle and bustle of the festive 
season caused me to overlook entirely wishing 
my readers a happy holiday time. It is onl\ a 
li'tle late, however, for me to wish you a must 
prosperous and healthy 1962. And I do. 

The manner in which I spent the holidays 
Irought home to me as never before how complete and inextricable 
a part of our lives television has become. I wonder if your holiday 
activities were similar. My freshly pregnant daughter, Carol, and 
her husband Bob had come in from Ypsilanti, Mich, to spend Christ- 
mas and the New Year with us. On Christmas Eve. just before Bob 
played Santa Claus. we tuned in either channel 2 ( WCBS-TV I or 
4 (WNBC-TV) — since I didn't anticipate doing this column then. 
I failed to note which — and heard the mass at the Madison Avenue 
Presbyterian Church. By odd coincidence this is the church in which 
Carol and Bob were married. And then, by an even stranger coinci- 
dence, one of the ministers, who delivered a warm and eloquent ser- 
mon during the mass, was Dr. White — who had married the kids. 

A well done telecast 

It was an extremely well done telecast. The director selected his 
shots most artfully, now hitting a line-faced, serene old lady: now a 
wide and innocent-eyed little boy; now a gaunt, noble-headed Negro 
choir singer; now a buxom, spirited white lady lifting her voice in 
joyous song. New Year's Eve we had a couple of Carol and Bob's 
friends, named Al and Pat in, and by a third odd coincidence, this 
nice young pair had attended the services we'd caught on tv in person. 

We learned why the mass had made such an excellent tv show. 
All of the good people attending were thoroughly alerted to the fact 
that the mass was going to be telecast to a nationwide network audi- 
ence. They were requested to be sure to read the prayers distinct!) 
and with fervor, and to sing the hymns loud and clear, with particu- 
lar emphasis on conveying the meaning of each lyric. Al said that 
he hardly felt he'd been to church at all, so conscious was he that 
he was on television. 

In the course of the mass. Bob called his parents in Fort Wavnc 
Ind.. and (coincidence number four) they had the same program 
tuned in. They and we in New \ork were attending the same tele- 
vised services, and I am indeed curious how many other millions of 
us all around the country were doing likewise. 

On the day of New Year's Eve, of course, it seems inconceivable 
to me that any adult and many children in the United States would 
be doing anything but watching the Green Bay Packers and the 
New York Giants have at it for the championship of the National 
Football League. Since little Green Bay (population, 63,0001 chewed 
(Please turn to page 46) 




The programming standards of a television station are always on view. All you need do is watch to 
see that wpix-11, New York's Prestige Independent, has the "network look"— an array of 
network proven and network caliber programs night after night. Groucho Marx, Wyatt Earp, 
One Step Beyond, World of Giants, Troubleshooters, It's a Wonderful World, Wanted, Dead 
or Alive are some of the new fall shows joining the best looking and top-rated independent 
in New York— and the only one qualified to display the NAB Seal of Good Practice. Only 
wpix gives you minutes in prime time in such a network atmosphere. A client list that is 98% 
national advertisers is the clincher. where are your 60 second commercials tonight 


Interpretation and commentary 

on most significant tv /radio 

and marketing news of the week 


8 JANUARY 1962 

Copyright 1962 



There's no understating the potential impact that Washington in 1962 will 
have on advertising as a whole and broadcast media in particular, but you might 
list these as some of the more important non- Washington issues, trends, cross-cur- 
rents, and points of conflict in the offing: 

• The leading packagers of grocery and drug products will encounter more intensive debate 
on whether it's wiser to start all over with a kindred brand than to pour more millions in 
an established brand that's begun to show pronounced signs of being passe — like trying to 
rejuvenate the all-purpose pitch in the face of a host of products that emphasize specialized use. 

• With more and more grocery chains entering the discount-house area, manufacturers of a 
variety of products will have to decide to what degree they will recognize the discounters 
in relation to fair trade and other factors. 

• In view of the trend among major advertisers to gear their buys according to individual 
brands, the tv networks may make definite moves toward revising the corporate dis- 
count structure. 

• The networks' continuing encroachment on the spot area via the expanding of the net- 
work spot carrier could lead to agitation among affiliates for a revamping of the basic 
yardstick for station compensation; that is, payment on the basis of actual minute par- 
ticipations sold instead of per accumulated number of hours; or, one rate for network option 
time and another for time which comes within the purview of station time. 

• Bellwether tv stations will take under serious consideration the advisability of adopting 
an "economy" 40-second rate, providing, of course, the segment catches on with copy- 
writers and the demand for it mushrooms. 

• Unless there's an early upturn in radio revenue, some of the longer established rep firms 
will be doing some deep soul-searching on the question of whether it would be prudent, 
from the long-range point of view, to pare some of their services to stations. The 
likely cause for pause here: the fear that their more important stations will be enticed away 
by more richly endowed rep firms who will assure stations they will deliver the deleted services. 

• On the Washington front, more and more stations, bowing to official nudges, will give 
thought to joining cooperative program producing setups, which would likely pose quite 
a threat to the networks in the fringe time areas of programing. 

For a holiday week new national spot tv, at least in the New York sector, was 
quite active. 

The orders and avail calls included: Lever's Breeze (SSC&B), seven weeks, starting 
18 February; Folger's coffee (C&W), 15 weeks, 15 January; Wildroot (Bates); P&G's 
Zest (B&B), 15 January; Fels, 20 weeks, 29 January; Maxwell House regular (OBM), 
six weeks, 15 January; Jell-O (Y&R), six weeks, 22 January. 

Makers of farm equipment take the frost in the air and the snow on the ground 
as a cue for reminding their customers that now is the time to think about replacing 
or adding to their machinery. 

Hence that burst the past week of farm radio buying by Massey-Ferguson (NL&B) and 
J. I. Case Co. (GMM&B, Racine) and the looking around for spots by the Oliver Corp. 

That Massey-Ferguson money is supplementary to its tv activity. 


8 JANUARY 1962 




SPONSOR-SCOPE continued 

Humble Oil (McCann-Erickson) has applied Esso's eminently successful spot 
policy to Enco, the gasoline, etc., distributing division which operates west of the 

The ambition that Humble has in mind eventually for Enco is to have an Enco report 
on tv stations in 20-25 markets (Esso in the east is on tv stations in 50 markets) 

Enco already sponsors 12 Your Enco Reporters, and the way it's going about adding th 
others is to buy a weather and/or sports pattern on the remaining prospective stations. 

The Enco Reporter schedule: three to five 10-minute programs a week, depending on the 
size of the market. The time: early or late evening, preferably the former. Contracts for 
these: 39 weeks or the balance of the calendar year. 

Schlitz's decision to do its 1962 spot tv buying in mid-December is hailed by 
Chicago reps as a good piece of timing. 

The brewer's agency, Burnett, was able to get the fringe minutes and prime 20's it had 
originally slated as most desirable. 

Dimensions of buy: 31 weeks, starting 28 January in a flock of major markets. 

Also from the brewery front: Anheuser-Busch (D'Arcy) is testing the acceptance of 
its Michelob brand (formerly an all-draught seller) as a gourmet item and competitive to the 
imported labels. Michelob's being offered in an ultra-fancy bottle, which, according to the 
promotion, the housewife could subsequently use as a bud vase. 

The abnormal warm weather spell that prevailed this past November may have 
had a lot to do with the circumstance that daytime viewing slipped under what it had 
been for the like month of 1960. 

Hours of usage for the entire day and night also dipped. The average hours for November 
1961 were five hours and 25 minutes, as compared to five hours and 47 minutes for No- 
vember 1960 and five hours and 25 minutes for November 1959. 

Here's a three-year comparison of average daytime usage by hours of the day: 

time span 1961 1960 1959 

8- 9 a.m. 11.2 13.6 10.2 

9-10 a.m. 13.3 15.5 12.1 

10-11 a.m. 14.6 17.4 14.7 

11-noon 17.1 20.5 18.8 

1- 2 p.m. 23.0 24.2 21.9 

2- 3 p.m. 19.7 20.1 18.4 

3- 4 p.m. 20.5 20.8 18.7 

4- 5 p.m. 24.8 25.9 23.4 

Source: Nielsen. Monday through Friday, average homes per minute. 

The latest spot tv order on Comet (Compton) contains something a little differ- 
ent in P&G buying tactics. 

P&G's usual and implied tack in a spot buy: the schedule is to run until cancelled, up 
to the end of the contract year, with the understanding that if there's a lap-over a new order 
for the brand will be issued. 

In the case of Comet the order specified five weeks. 

In glancing over their orders for the initial quarter of 1962 tv reps have b« 
impressed by the fact that the schedules as a whole are for longer stretches than hs 
been the case the past year or two. 

The hand-to-mouth type of buy, in the major markets particularly, seems to be in 
minority. Most of them are in the 13- to 39-week brackets. 

Probably a telling factor in this trend toward longer campaigns is confidence in tl 
general economic picture for at least the next six months. 


SPONSOR-SCOPE continued 

Judging from the pricing policy that's operating at NBC TV with regard to 
nighttime minute participations, the time seems not far off when the network will 
base its rates on the cost-per-minute rating point, rather than on Class "A" or "AA" 
clock segments. 

The network's current practice, which, to Madison Avenue, indicates a step in that 
direction: raising or reducing the minute prices of the evening schedule according to their 
rating status. Such shows as Dr. Kildare, Dick Powell, and Laramie have had their per 
minute participation prices raised and such shows as Cain's Hundred and The Detectives 
lowered, with repeats also readjusted accordingly. 

NBC TV started off the new year with a gratifying batch of daytime sales. 

The biggest haul of the lot was 52 quarter-hours from Bristol-Myers' Sal Hepatica 
(Y&R) , which, for the year, could figure out, with discounts, to around $600,000. Bristol-Myers 
will also be on the new Ernie Ford show on ABC TV. 

Two of the other orders: an additional quarter-hour weekly from Whitehall (Bates) 
giving the network four quarter-hours a week from that source, and another weekly quarter- 
hour from Colgate, making a total of nine quarter-hours. 

The network appears so heavily sold out that it might find further sales stymied on a 
number of product fronts until it's able to loosen corporate product protection. (See 
18 December issue, page 27, for in-depth article on this dilemma.) 

Minnesota Mining & Manufacturing's stake with ABC TV alone is now in the 
neighborhood of $2.5 million a year, with about $1 million of it in daytime. 

The daytime allotment breaks down this way: tape and gift-wrap $600,000, via 
MacManus, John & Adams, and $400,000 for the Scotch Tape division, via BBDO. 

The 3M firm at the same time renewed participations in Ben Casey over the second 
and third quarters and again committed itself for the Bing Crosby golf tournament, accredited 
to EWR&R. 

The networks are going to Chicago for feeds of daytime personality news- 

NBC TV's inductee: Floyd Kalber, an afternoon five-minute strip, with Colgate as the 

ABC Radio's entry: Alex Drier, a 10 p.m. stint on behalf of Miller Brewing. 

This may not mark the beginning of a renascence of Chicago network origination 
but it does give the Breakfast Club, the town's only network contributor the past four years, 
some company. 

Nobody need tell you that tv network advertisers are spreading their budgets 
over more and more programs, but it's still interesting to measure the extent of 
this trend from season to season. 

You can see from the following chart of purchasing types as compiled by Nielsen that, just 
within the past two years, there's been a hefty pickup just in advertisers who concentrate 
their all in multi-program (minute participation) buys: 

TYPES OF BUYERS 1960 1961 

Multi-program buys only 28% 38% 

Alternate half-hours only 18% 23% 

Single sponsorships 26% 13% 

Multi & alternate 10% 16% 

Alternate & single 10% 3% 

Single& multi 1% 2% 

All basic types 7% 5% 

Total 100% 100% 
Note: Covers November-December of each year, 7-11 p.m. Monday through Sunday. 

8 JANUARY 1962 


SPONSOR-SCOPE continued 

Christmas proved a boon for retail stores in the east and midwest with fm 
stereo equipment. 

The turnover in many cases was so unexpected that equipment was sold out before the 
peak of the Christinas trade was reached. 

GE's Chicago distributor told sponsor-scope that the factory had so oversold its orders 
that it had to cancel hundreds of retailer requests. 

Obvious reason for that rush to buy in Chicago: WFMT let it be known that it was going 
all-stereo as of 1 January. 

Don't be surprised if 1962 becomes another one of those big switch years for 
automotive accounts. 

Agencymen say it's in the air. The main reason for the expected receptivity: the lines 
have come to look pretty much alike and so has the advertising, and the cry in the immediate 
future will be for anybody with an original creative platform approach. 

Auto marketers seem to be getting around to the belief that the consumer accent is 
shifting from price to quality, witnessed by the trend to luxury in fitting and accessories 
regardless of car size. 

Cigarette admen's latest eyebrow-lifter was a report in Business Week which showed 
R. J. Reynold's Salem rates neck-and-neck with Lucky Strike in sales. 

The first three remained in rank order: Pall Mall, Camel, and Winston. 

If you're interested in how am radio stations (based on a total of 3,381) are 
distributed in terms of power and clear, regional, and local channels, here's a break- 
down that SPONSOR-SCOPE got last week from the FCC's economic bureau: 

CLEAR CHANNELS: 50,000 watts: 86 unlimited time, 10 part time; 25,000 watts only: 
2; 25,000 watts through 5,000 watts, 57 unlimited time, 22 part time. 

REGIONALS: 5,000 to 500 watts, 842 unlimited time; 1,284 part time. 
LOCALS: 100 to 250 watts: 853 unlimited time, 227 part time. 

The program category viewers are spending the most time on this season-* 
at least they were the early part of it — is suspense-mystery. 

Only a season ago it was westerns, with situation comedy next in line of popularity 

Here's a comparison of type by actual hours of weekly programs and total home viewing 

hours, as based on the NTI I November report: 


Suspense-mystery 16 126,815,000 

Situation comedy 13^ 115,871,000 

Westerns 11 114,400,000 

General drama 13 108,202,000 

Adventure 4 27,836,000 

Total 57% 493,164,000 

Gillette (Maxon) isn't taking any chances on the electric shavers slicing off 
big chunk of the feminine trade. 

The safety razor maker is readying test marketing of a woman's razor this spring, with th 
Pacific area as the likely starting point. 

For all its products the Gillette corporation last year spent $15 million in advertisinj 
with well over 60% of it in tv. 

For other news coverage in this issue: see Sponsor-Week, page 7; Spons( 
Week Wrap-Up, page 48; Washington Week, page 51; sponsor Hears, page 54; Tv and Rad 
Newsmakers, page 60, and Film-Scope, page 52. 


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jATEWAi to th op south Carolina: 

The 257,961 people who make WIS-television's home market the state's larg- 
est metropolitan area (and a close second in the two Carolinas after a 
8.1% increase in the 1960 Census) give Channel 10 their major time and 
ttention, not to say devotion. This adds up to a 78.5 share of audience, 
ays ARB (March 1960). And throughout South Carolina, WIS-television's 
,526-foot tower, tallest in the South, delivers more of the state, more effectively 
han any other station. In short, South Carolina's major selling force is 

vv I S television 

NBC/ABC — Columbia, South Carolina 

Chnrles A. Batson, Managing Director 


G. Richard Shafto, Executive Vice President 

I IS-television, Channel !0, Columbia, S.C. . WIS Radio, 560, Columbia, S.C. • WSFA-TV, Channel 12, Montgomery, Ala. / All represented by Peters. Griffin. Woodward, Inc. 

In the first place 

... in the first place, there was this network 
called ABC -TV. . . followed in the second 
and third place by those other two networks 
called Z & Y. And this network called 
ABC-TV, rated first according to the latest 
Nielsen figures,* further demonstrated its 
popularity by placing 8 of its programs in 

the top 20. And did this where it coi 
most — where the watchers can watch 
networks. Which is, in the first place, 
truest test of program popularity. 

ABC Television 

•Source: Nielsen 24 Market ratings, week ending December 23, 
Average audience, Sunday thru Saturday, 7:30-11 PM. 


8 JANUARY 1962 


iPONSOR probes the question 
midst an air of uncertainty cre- 
ted by the governmental agency 

^ince the day last May when FCC chairman 
ewton N. Minow stood up at the NAB convention 
J Washington and lambasted the broadcasters with 
le "vast wasteland" charge, the industry has been 
■mcerned with FCC thinking on program balance, 
Dtion time, children's programs, contractual rela- 
ys with network affiliates, and advertising on 
le air. 

(The subject of advertising, in particular, has 
rsistently puzzled broadcasters and admen. They 
• e raising these questions: 
• Are FCC actions creating an air of uncer- 


taint) among advertisers? 

• \\ ill the FCC undercut the sta- 
l>ilit\ of the business of advertising? 

• How will FCC action- affect 
long-range ad planning? 

• What is Minou's attitude to- 
ward advertising and the free enter- 
prise system? 

sponsor editors sel out last week 
to find the answers to some of these 
questions bothering the industry. 
The) found that virtuall) all top 
broadcast i xecutives and admen firm- 
ly believe that FCC Chairman Minow, 
based on present evidence, doesn't 
harbor a built-in advertising bias. 
Most broadcasters, it was found, do 
not consider the FCC the ogre it ap- 
peared to be when Minow first lashed 
out at the industry. With few excep- 
tions, broadcasters today do not 
think the FCC is in a brazen con- 
spiracy to kick the stuffings out of 
air advertising. Only a handful of 
broadcasters think Minow and his 
fellow regulators are bent on brass 
knuckling and handcuffing the broad- 

Ad agency executives do not view with alarm 

FCC'S ATTITUDE toward broadcasting 
didn't change thinking or operation of Len- 
nen & Newell, according to Nick Keesely, 
senior v. p. of agency's television department 

casting industry. 

In the final analysis, however, ac- 
cording to those queried, the question 
won't be answered fully until ABC, 

FCC chairman Minow's challenging remarks 

At the NAB Convention, 9 May 1961 
"I believe in the free enterprise system." 

"I believe that most of television's problems stem from lack of competition. 
This is the importance of uhf to me: with more channels on the air, we will 
be able to provide every community with enough stations to offer service to 
all parts of the public. Programs with a mass market appeal required by mass 
product advertisers certainly will still be available. But other stations will 
recognize the need to appeal to more limited markets and to special tastes. 
In this way, we can all have a much wider range of programs." 

"I invite you to sit down in front of your television set . . . you will see a 
procession of game shows, violence, audience participation shows, formula 
comedies about totally unbelievable families, blood and thunder, mayhem, 
violence, sadism, murder, western badmen, western good men, private eyes, 
gangsters, more violence, and cartoons. And, endlessly, commercials — many 
screaming, cajoling, and offending. And most of all, boredom." 

At Commonwealth Club. San Francisco, 22 December 1961 

"During the next decade, we are working to build a fourth network dividing its 
time between daytime programing for classrooms and nighttime programing 
for adults seeking intellectual and spiritual adventure rather than action- 

IN OPINION of Daniel A. Whitney, v.p. 
Reidl & Freede, the new FCC chairman doe 1 
seek taste in tv programing and has "no in 
tention of knocking out advertising per te 

CBS, and NBC upper echelon e\<< u 
tives descend on \\ ashington thi 
month to play leading roles in wha 
promises to be the last and mist dra 
matic scene in the FCC s epic-run 
ning hearings on network program 
ing procedures. 

The survey reveals, among othi 
things, that: 

• There is no basic disagrtemei 
within the industry or governmei 
as regards the broadcaster's ohjec 
tives. It was best summed up h 
NBC chairman Bobert W. Same 
in a recent utterance: "We all wai 
to offer the public more informatioi 
al programs, more actualities, moi 
children's programs, and so on. Tl 
question is the means. Some peop 
are impatient. They want more pr 
grams for minority groups — noi 
But. should we do it more slowK v 
the free enterprise system? Or I 

to force it through gover 

ment order?" 

• The FCC is determined to mal 
infinitely greater use of the uhf cha' 
nels and hopes within the next fi 
years to see tv switch to the upp 
bands. Broadcasters point signi| 
canllv to Dr. Jerome B. WiesnJ 
former head of MIT's electronic j 
search laboratory and currently PH 
ident Kennedy's special science d 
visor who advocates an all-uhf 
rangement. Minow is familiar w 
Dr. Wiesner's suggestion hut -.r 
"First we'll have to complete the N 



8 .1 \M ARY 1* 

York test and then we'll have to de- 
cide what that means in terms of tv's 
future." The switch to uhf will not 
affect advertising. Minow has said. 

• Broadcasters have no doubt, of 
course, chairman Minow is going 
much further than any of his prede- 
cessors in the fight for better pro- 
gram balance. But they honestly be- 
lieve he is going about it without 
doing any violence to the precepts of 
the free enterprise system. They re- 
call his historic 9 May speech in 
which he proclaimed his belief in the 
free enterprise system and said h: j 
championed the broadcaster's cause. 

• Broadcasters say Minow will 
ultimately carve out what amounts to 
a fourth network dedicated to edu- 
cational television. "If there is not a 
lation-wide educational television 
system in this country, it will not be 
he fault of the FCC," Minow has 
>aid. As one big broadcaster put it 
o a sponsor editor: "The fourth net- 
work would carry all the goodies not 
:arried by the major networks." 
3ut the fourth network would be es- 
sentially an educational hookup. 

• Minow hammered away on his 
[ourth network idea in another ad- 
Iress on 22 December before the 
Commonwealth Club of San Fran- 
cisco. He told his audience that dur- 
ng the next 10 \ears the FCC would 

strive to build "a fourth network di- 
viding its time between daytime pro- 
graming for classrooms and night- 
time programing for adults seeking 
intellectual and spiritual adventure 
rather than action-adventure." 

• Most advertising agencies re- 
gard chairman Minow's crusade with 
approbation. Their feelings can be 
summed up as follows: "We're for 
tv's standards being lifted. It means 
a better frame for our sales mes- 
sages. We believe in good taste in 
advertising, authenticity of claims, 
and an end to advertisers who deni- 
grate the advertising of their com- 
petitors." There was no apparent 
concern that FCC programing pres- 
sures would ultimately diminish tv 
audiences and its ability to compete 
with other media. 

• Broadcasters say that chairman 
Minow is a "kissin' cousin" of James 
Lawrence Fly, onetime chairman of 
the FCC, and considered by some, 
during his reign, as a fly in the 
broadcast ointment. 

• Broadcasters insist advertiser 
domination of program content is 
highly exaggerated and will prove 
this when the network executives 
take the stand in Washington. 

• The broadcast industry is grate- 
ful to both Dr. Frank Stanton, CBS 
president, and Sarnoff for their re- 

cent exposition of the broadcaster's 
position in relation to the FCC and 
Minow's "approval" or "disapprov- 
al" of network program content. 

• Broadcasters are certain that 
Minow has captured the public im- 
agination and has the people on his 

• Broadcasters and Madison Ave- 
nue exponents of advertising are of 
the opinion Minow is pleased with 
their current conduct. They cite a re- 
cent statement of the FCC chairman: 
"There is in tv programing a grow- 
ing sense to be conscientious. And 
I don't think these signs of responsi- 
bility are hurting financially." 

A typical viewpoint on Minow 
from the agency side came from 
Daniel A. Whitney, vice president, 
Beidl & Freede, Inc. He said most 
top agency executives exhibited a 
strong urge to kick Minow in the 
pants following his now famous 
"wasteland" speech last spring. 
"And rightly so." Whitney observed. 
"The advertising industry, always un- 
der attack, suddenly got blasted by a 
new administration. No wonder we 
were so defensive." 

In Whitney's judgment, many ad- 
vertising leaders have revised their 
opinion and now feel that Minow 
may not be an uninformed ogre — 
that he realh does want taste in tele- 



\nswer to FCC's philosophy on advertising may come after hearing 

LL-IMPORTANT FCC program hearings are expected to begin in Washington on 23 January with CBS president Frank Stanton (c) as the 
st witness. Next to be grilled will be NBC board chairman Robert W. Sarnoff (r) and six other company witnesses. ABC TV president 
liver Treyi (I) and other network executives will fill the Washington spotlight during the third w=ek of the significant program hearings 


8 JANUARY 1962 


vision programing, and that he has 
no intentions of knocking the adver- 
tising concept per se. 

It is generally agreed, as Whitney 
saw it. that programing has im- 
proved a good deal with the current 
season. "With the possibility of li- 
cense renewals on the line it is under- 
standable that Minow's 'wasteland' 
words were at least kept in mind 
when programing decisions were 
made/" Whitney noted. "This un- 
doubtedlv had its influence on pro- 
graming. \s for censorship, it seems 
that Minow did not truly want to be 
a dictator as was suspected, and that 
he would rather the broadcasting 
business cleaned its own house." 

Many executives in the industry 
evidently felt on the edge of disaster 
following Minow's initial blast. Whit- 
ney declared. Minow added a great 
deal of uncertainty to a relatively un- 
certain industry, he said. "Some 
morale damage was done to our con- 
fidence in ourselves and the teleview- 
ers' confidence in us." the agency 
executive pointed out. "Rut perhaps 
the good that seems to be resulting 
will offset the harm. Whatever may 
come of 'the new look' and the FCC, 
we can be sure that a greater array 
of services will be rendered to the 
viewing public. \t times, the 'new' 
Federal Communications Commission 
will be difficult and exasperating for 
various interests in the broadcasting 
and advertising fields but we all 
should benefit in the long run by im- 
proving public and governmental 
ageiu \ opinions regarding program- 
ing and advertising itself." 

Lennen & Newell's senior vice- 
president in charge of the television 
department, Nick Keesely. said there 
has been no change in thinking or 
operations at the agencv because of 
the attitude of the FCC and its new 
chairman toward tv programing. In 
fact. Lennen & Newell's general ap- 
proach to tv and the standards that 
"we have always set for ourselves 
have been as high or higher than 
enunciated from the commission." 
Keesely declared. 

"On the whole we back away from 
violence, unpleasant themes, down- 
beat philosophv and the hackneyed." 
Keesely continued. "Or. to put it the 
other way, we believe in entertain- 
i Please turn to page 42 I 


^ Rise in technical service expenses expected to go on, 
but with prudence above-line outlays can be held level 

^ Unions, upgraped production values, increased use 
of film and hour shows contribute to rise in expenses 


ith admen preparing to look in- 
to new shows for next season, it's 
time to check into what s been hap- 
pening to production costs. 

Below-the-line I technical services) 
costs continue in their upward spiral, 
with no end in sight. Talent and su- 
pervision (above-the-line) costs, on 
the other hand, for the most part 
maintain an even keel. 

Among the main forces behind the 

upward movement of below -the-line- 

• I pgraded production value- In 
keep pace with heightened sophistica- 
tion of the tv audience. 

• Continuing union bargaining ef- 

• Increased use of film, where 
financial risks are considerablv great- 
er than with live production, and 
need to deal with the long-established 

HEIGHTENED production values for modern tv, and trend to hour shows contribute to n 
in costs. A case in point is Naked City (ABC) large portions of which are filmed on locati. 




8 JANUAtn 1'" 




A look at net tv show costs in recent years 






Half hour 

$45,000 (23)* 

$38,250 (24) 

$39,000 (15) 

$36,000 (15) 



Half hour 

33,600 (5) 
90,500 (6) 

46,500 (5) 
88,900 (10) 

38,500 (7) 
77,500 (6) 

30,805 (18) 


Half hour 

47,200 (4) 
86,890 (9)** 

40,500 (14) 
87,750 (8) 

40,000 (19) 
78,000 (7) 

31,166 (6) 


Half hour 

38,000 (1) 
128,600 (6) 

49,500 (4) 
128,250 (6) 

*Figures in parentheses indicate number of shows. "Does not include Maverick re-runs. 


41,850 (7) 
125,960 (6) 

36,000 (15) 
66,687 (8) 

!i: ,; !l!!llll!l|]!i:illl ; :!!!li 

loll) wood unions. 

• Trend toward hour-long pro- 
rams, more costly than the tradi- 
ional half-hours. 

While audience is far and away 
he adman's prime consideration in 
iu\ing a network tv program, he has 
o keep abreast of what that program 
osts and why. 

"Make sure the money you pour 
Qto a show is right up there on that 
creen," cautions Ted Bates' senior 
.p.-programing director Richard A. 
t. Pinkham. 

With surveillance the adman may 
e able to suggest ways either to cut 
orners or to improve the show with 
dded expenditures in a seemingly 
eak area of the show's makeup, ac- 
ording to Pinkham. If you've in- 
ested in a variety show or anthology 
n which a great deal is spent on 
uest stars, see that you aren't getting 
3.000 talent for $7,500 fees. Fur- 
ler, he hypothesizes a program not 
oing so well, for which the producer 
i spending $2,500 on scripts. Here 

suggestion that the script stakes be 
dsed, say, to $3,500 may be in 

Additional advice to investors in 
et tv fare emanates from Michael 

Dann, v.p. for programs, CBS TV. 
He notes that while above-the-line 
costs (talent and supervision) by and 
large have leveled over the past few 
years, every now and then a client 
falls in love with a performer or 
script, and pays a price way out of 
line with the going market rate. 
From then on, the lucky artist will 
be expecting the same inflated fee or 

Dann cites two recent examples of 
such boat-rocking. One involved an 
actor who had been making guest star 
appearances on the Garry Moore show 
at $7,500 a shot. A naive client came 
along and offered that same per- 
former $42,500 to appear on a net- 
work special, as one of several guests. 
Then there's the director who nor- 
mally had received $5,000 per assign- 
ment on CBS TV. Unaware of this 
a client hired him directly — at 

If this kind of aberration can be 
avoided there need be no appreciable 
hike in talent pricing, Dann feels. 
He points out, however, that when a 
show succeeds, the package price 
goes up year-by-year, as per contrac- 
tual agreement. 

Otherwise, it's below-the-line ex- 

penses (technical services) that pro- 
vide the price rises, which Dann es- 
timates at five to six percent per 
year. And he anticipates that this 
chronic increase will continue so long 
as the nation's economy maintains its 
current pace. (As an ameliorating 
factor, Dann points out that techno- 
logical advances, such as in the field 
of tape, can be counted on to bring 
about some below-the-line cost cuts.) 

Below the line costs include camera 
work, a highly expensive element; 
production staff (unit manager, as- 
sistant directors, etc.), grips and 
stand-by labor, electricians and their 
equipment, scenery (can run into 
plenty of money), sound recording, 
studio rental (a heavy expense), 
makeup, hairdressing, set dressing, 
props, film editing, and so on ad in- 

Periodically and perpetually, union 
contracts for the myriad groups 
working at below-the-line jobs come 
up for renewal — and at such times, 
pay increases are the norm. 

There is an industry rule of thumb 

that above-the-line expenses should 

approximate 40% of a show's costs, 

while below-the-line takes up. about 

I Please turn to jxtge 44^ 

3 0NSOR 

8 JANUARY 1962 



^ That's the way his agency associates describe Blair Veddcr, Jr., chief of Chicago 
shop's 50- man media department. He started at Needham, Louis & Brorby in 1948 

BLAIR VEDDER, JR., v.p. and media director, Needham, Louis & Brorby, Chicago, wanted to 
be a researcher. He went into the media department as it had the only opening at the time 

ICHK \(.o 
n I 'Ho. radio silonuin Blair Ved- 
der arrived at the office of Needham, 
Louis & Brorbj and took a job as 
one of the ad agency's freshman 
trainees. For twelve months he ! 
worked in every agency department. 
By 1°58. Vedder was still with NL&B. I 
hii! with a new job — v.p. and direc- 
tor of media. His achievements in 10 
years gained him well, for his associ- 
ates not only came to respect his me- 
dia judgment: his mentors unofficial- 
I) dubbed him as a most "illustrious 

Today Blair Vedder's job demandi 
not only the judgment of a trainee | 
made good, but requires the imasiina 1 
tion and force of a well-schooled me ' 
dia executive with $28.8 million U I 
spend on broadcast (1061 estimate) 

Supervision of the million- -pen 
in media, however, does not tell thi 
whole story of Vedder at NL&B. H« 
is in on top agency planning, ha 
carried on a new training prouran 
for media personnel, and brought ii 
a vast IBM system for media dat 

As media head and plans bosu 
member of the second largest Ch 
cago-based agency. Vedder has ol 
served some major m a r k e t i n 
changes over the last five years whic 
have intensified advertiser objectiv< 
and increased the complexities of nv 
dia plan problems. They are: 

• A substantial increase in nur 
ber of households. There are mar 
more people to reach now than the: 
were five years ago. 

• Growth in discretionary spen' 
ing power. Now more consumers a 
thinking in terms of convenien' 
items previously out of reach. 

• The number of national adve 
tisers is on the increase. 

• The number of new and simil 
products continuously rises. It h 
become more difficult to distingui 
fine lines of differences betwe 
many products. 

• Spiraling costs of deliveri 



8 JANUARY 19: 

messages today often outstrips the 
advertising budget. 

• Rising cost-per-thousand (cir- 
culation related to households is not 
increasing in many media). 

Vedder points out that these fac- 
tors^ — the jungle in which media 
plans must be formulated today — 
call for more ingenuity and more 
precision in order to be heard amid 
the clamor for attention in today's 
crowded marketplace, while at the 
same time making sure the advertis- 
ing dollar is spent as efficiently as 

"It's much tougher to outshout the 
competition today," he says, "but 
more important, the advertiser must 
define, refine, and pin-point as accu- 
rately as possible his specific market. 
Not everybody in the country can 
buy everything; certain kinds of peo- 
ale are more suited to certain kinds 
if products, and vice versa. This is 
why more information on attitudes 
oward product and competitive prod- 
ucts is required today." 
• At Needham, Louis and Brorby, 
vhere about 55% of the total esti- 
mated $52.1 million in billings for 
(961 was devoted to broadcast, the 
mtire agency, through its task force 
>peration, is geared to efficient media 
banning. The tremendous amount 
if detail involved in planning a me- 
lia program seldom, if ever, begins 
n the media department. Vedder ex- 
plains: "It starts with the creation of 
narketing strategy for the brand." 
I At the marketing strategy devel- 
pment level in NL&B's task force 
peration, the media supervisor 
'orks along with the account execu- 
te, the research supervisor, the 
narketing supervisor, and sometimes 
representative of the creative de- 
artment, correlating all the aspects 
if the brand's performance, distribu- 
on, consumer attitudes, competitive 
nvironment, consumer profile and 
,ther known facts, to determine these 
iree fundamentals: 
■ 1. Significant problems that will 
face the brand during the cam- 
paign year. 

2. Outstanding opportunities for 
its growth. 

3. Strategy that can circumvent or 
diminish the problems and 
capitalize most fully on growth 

Vedder emphasizes one very im- 

portant point about the marketing 
strategy process. He says, 'Because 
its development is so basic and all- 
encompassing to the other agency de- 
partment efforts, it is usually under- 
taken from six months to a full year 
before the first medium is chosen." 

Developing the marketing strategy 
is another process of defining and 
refining. "Often," Vedder explains, 
''in an attempt to set a marketing 
strategy, we realize that we do not 
have all the farts needed to make a 
(Please turn to page 44 1 

JOINT ACTIVITY between broadcast facilities department and tv/radio program department 
has increased a\ NL&B this season with more use of spot carriers. Vedder (c) is shown with 
Arnold E. Johnson (I), v.p., and dir. of broadcast facilities, John Cole, manager under Johnson 














ORGANIZATION CHART for media planning at NL&B shows that broadcast facilities group 
is a key factor. Although responsibility for media plans rests with supervisors, the timebuyers 
are given ample opportunities for creative work, according to agency media director Vedder 


8 JAXUARY 1962 



January U. S. RADIO will give 
the full story of gas and oi 
usage of radio. This is one 
phase of the big picture 

LISTEN ERS-ON-WHEELS are prime targets -for oil companies in selling service, gas, oil and tires-batteries-accessories, as at Cities Service 


Radio's big $32 million gusher 


^ Radio is expected to get a healthy $32 million 
chunk of gas and oil's $120 million ad budget this year 

^ New U.S. RADIO study slated for late January 
shows how radio can get more dollars as oil pitches peak 

^%bout one in four oil/gas adver- 
tising dollars this year will go to ra- 
dio, with a strong possibility this 
share will rise as the competitive in- 
dustry sales push starts in the spring. 
All told, sponsor and U.S. radio 
estimate radio's gas and oil invest- 
ments in '62 will amount to some $32 
million — of $120 million in total 

advertising appropriations. 

Reports from all parts of the coun- 
try, including detailed questionnaires 
returned to U.S. RADIO (see box next 
page) from station operators, execu- 
tives of major oil companies, and 
officers of advertising agencies serv- 
icing oil company accounts — indicate 
the industry is stocking up for a 

heavy battle. Radio will be in th 
front lines. 

The biggest single reason: the mai 
keting melee oil producers have bee 
carrying on is about over, and th 
rush for sales is on. Consolidatior 
are as complete as they can get. w it 
a few exceptions, and the industr 
has seen more than 500 compan 
mergers in the past seven year 
About half of these were carried c 
by fewer than 50 companies. 

The lines are drawn in many ana 
in distribution patterns, with lin< 
firmed up for the first time in year 
in media patterns, as oilmen pay ev< 
closer attention to radio because i 
mobility matches that of the autom 




bile and its driver; in marketing, 
which last year cost the industry $222 
million, 13% above the previous year 
(with three-fourths of this sum going 
for new and renovated service sta- 
tions). There are some 170 oil com- 
panies with brand name gasoline and 
oil products for consumers. They are 
small, medium and large, most of 
them operating within scattered but 
fixed distribution areas in a jigsaw 
scramble for dealers and stations. 
Between 70 and 80 are fairly con- 
stant users of radio — some at the 
big-budget national network and spot 
I level, others on a regional or local 

This year they'll spend the heaviest 
I proportion of that $32 million (esti- 
jmate) on radio in selling brand name 
gasolines and lubricants. Perhaps 
$10 million will originate with the 
top 10 companies in the field. An- 
other $10 million will be siphoned in 
from companies seeking consumer 
product sales below the top 10. The 
remaining $12 million is predicted 
to be spent locally in a complicated 
tunneling of co-op funds to dealers 
and distributors. 

Aggressive radio selling can ex- 
pand these budgets even further, in 
the opinion of both broadcasters and 
gas and oil company specialists. 
Many of the arguments which radio 
can put forward to which buyers will 
be receptive are detailed in the find- 
ings of U.S. radio's national survey. 
, Patterns of radio usage emerge in 
specific terms in responses from (1) 
oil companies, (2) advertising agen- 
cies servicing oil company accounts, 
land (3) radio station owners and/or 

Advertisers. Products rather than 
services make up the bulk of con- 
sumer advertising by gas and oil 
companies. Most are experienced ra- 
dio advertisers, and plan to use it 
fhis year for gasolines and motor oils. 
(Next in order of product types using 
radio are oil and gas additives; tires, 
batteries and accessories (TBA), 
•ervice stations. 

: Of those advertisers who use radio, 
fhe average share of radio to total 
advertising budget ranges between 
20% and 25% (although the editors 
construe this to be a high national 
tverage), and the highest radio share 

for any one sponsor was 35%. 

When asked to compare radio's 
budget with other major media, 18% 
of the responding advertising execu- 
tives said radio topped all other bud- 
ets; in 45% of the instances, radio 
had equal dollar emphasis. More 
than seven in 10 responses — 73% — 
indicated the radio budget is grow- 
ing, with 27% saying it remains the 
same. None reports a decline. 

Of those with radio budgets in- 
creasing, most cited two reasons: 
1 1 ) added distribution and market- 
ing areas; (2) increased effective- 

ness of radio's advertising. 

Those reporting radio budgets as 
remaining even gave these reasons: 
(1) they want to keep the company 
name before the public; (2) they 
credit radio with gaining effective- 

Patterns of specific client radio 
usage indicate: 

• Local radio is the preferred buy, 
followed by regional spot. 

• Announcements rather than pro- 
graming get the nod. 

• If programing is used, news and 

(Please turn to page 59) 


Full in-depth story of gas and oil to 
appear in U. S. RADIO late January 

a SPONSOR'S new bi-monthly radio service, U.S. RADIO, will detail 
the full story of gasoline and oil company marketing and advertising 
in its first issue to be published later this month. Marketing is the 
key to the advertising program, which totals only $120 million 
for all 170 such companies in the U. S. This is less than Procter & 
Gamble. The preview story on gas and oil in this issue reveals one 
side of a multi-faceted industry. Here are eight other phases which 
you'll find in the new U.S. RADIO which SPONSOR subscribers will 

g receive with the 29 January issue: 

I • New campaigns being readied for '62 airing, with sales opportu- 
nities for stations, representatives, and networks 

• A complete rundown on the 76 oil companies known to have used 
radio in the past year, with a summary of address, executive 
officer in charge of advertising, advertising agency and address 

• Tabulated results of trends of national questionnaires sent to ra- 
dio stations, oil companies, and the advertising agencies servic- 
ing oil company accounts to determine usage patterns and trends 

• A report on the top 51 integrated oil companies with the products 
they manufacture, transport, refine or market, the number of 
branded retail outlets, the types of products and the brand names 

• Individual oil company advertising and radio usage of such 
sponsors as Esso, Humble, Mobil, Richfield, Sinclair, Cities 
Service, Shell, Wynn, Pennzoil, Bardahl 

• Charts indicating gasoline brand preferences and items bought 
at service stations by listeners-on-wheels 

• A summary of the merger pattern (some 500 in the past seven 
years) with the shift of companies among advertising agencies 

• The individual marketing history of major companies as well as 
the industry, with documentaries leading to U. S. RADIO'S esti- 
mate of 1962 as a year of potential prosperity for radio 



8 JANUARY 1962 



^ Quality baker's best year stems from eight-market, 10-station campaign; success 
of weather-girl-spokeswoman leads to her taped appearance throughout the schedule 


t was a yeast) year for Vxnold 
Bakers of Porl Chester, \. Y. 

Sales by the 21-year old quality 
baking firm reported!) hit an all-time 
high in 1%1. A new plant was erect- 
ed, with one-third greater capacity 
than the five separate units it re- 
placed. And Arnold took a big plunge 
into spot t\. The likelihood is there 
is a connection. 

TV veteran Arnold participated in 
four shows during the early 1950s. 
Up to six cities in its eastern sea- 
board distribution area learned of 
Arnold products via the Fare Emer- 
son show, Life Begins at 80, Magic 

Cottage I children's show I . and Rob- 
ert Q. Lewis. There followed Duff) s 
Tavern (1954). which Arnold spon- 
sored in New York only, the results 
of which were "disappointing," as 
one official puts it. and took a five- 
year hiatus from tv. 

Arnold ended its tv famine in 1959 
with a weather show sponsorship on 
WPIX (TV), New York. At that 
time Gloria Okon became spokesman 
for Arnold (as well as the weather 
girl for WPIX I. and she continues in 
that capacit) today, not <>nl\ on the 
WPIX program, hut via taped min- 
utes throughout an eight-market spot 

tele\ ision campaign. 

According to Lester S. Rounds, 
co-ordinator of marketing at Arnold, 
one large reason for the firm's return 
to tv is favorable response to the 
medium on the part of the independ- 
ent business men who distribute 
Arnold products. They decide on I 
what quantity of baked goods to at- I 
tempt to sell to retailers, and exercise I 
great care since they're financially 
responsible for overstock, beyond a I 
certain percentage covered by Arnold. I 

"The more impressed they are with . 
Arnold's advertising, the more of our I 
products they'll put out," states I 

MEDIA PLANS take shape at Donahue & Coe, agency for Arnold Bakers, where are gathered: Lester S. Rounds, coordinator of marketing a 
Arnold; Richard A. Russell, D&C account exec, (seated I to r); standing (I to r): D&C men Pete Dalton, media supervisor, and Walte 
Weir, chmn., exec, committee. Dalton is pointing to a map of Arnold's distribution area, extending from north of Boston to south of Washingto 



8 JANUARY 196! 


iPOKESWOMAN Gloria Okon, who began delivering Arnold message via her W3ather show 
>n WPIX (TV), New York, now carries the word throughout an eight-market, 10-station drive 

Rounds, "and they've expressed great 
Measure with the tv campaign. They 
vatch tv, their wives watch tv, so 
hey re familiar with the medium and 
Vhat it can do. And they love the 
Arnold spokeswoman about whom 
hey get a great deal of playback 
rom their customers. Many of the 
ilistributors call her 'our Gloria.' 
fly wife says it's a mass love affair.' 
Mrs. Okon appears at sales meet- 
Jigs in the New York metropolitan 
; rea, and occasionally elsewhere, 
.hen broadcast schedule permits, to 
,ielp stimulate this distributor inter- 
st in her work on their behalf. For 
ales meetings she cannot attend in 
>erson, Arnold utilizes film, slides, 
nd blow-ups to illustrate the tv cam- 
jaign and her part in it for the 

j Arnold tv program sponsorship in- 
ludes news in New York and two 
ther markets. Throughout the year, 
trnold has maintained major-minor 
'ponsorship (three times one week, 
wice the next) of Bob Trout's 7 p.m. 
teport on WCBS-TV, New York. And 
ie baker was daily sponsor of Ron 

Cochran's 1 p.m. report on the same 
station for the year's first half. Arn- 
old also sponsors news programs via 
WPRO-TV, Providence, R. I. (up 
there the brand name is Brick Oven ) , 
and for 13 weeks last fall via WPTZ- 
TV Plattsburg, N. Y. (though this 
market is outside Arnolds primary 
distribution area). 

Rounds explains his company's in- 
terest in news and weather broadcasts 
this way: "While not everyone likes 
western or other varieties of enter- 
tainment, most people are concerned 
about Mr. Khruschev and whether or 
not to wear a topcoat."' Along with 
its direct news and weather sponsor- 
ships. Arnold attempts, wherever pos- 
sible, to place its spot announcements 
adjacent to that kind of programing. 

That spot announcement campaign 
got underway in the spring of '61 
(May through 4 July), followed by 
a second flight from early September 
to Thanksgiving, or in some cases 
into early December. Richard A. 
Russell, account executive at Arnold's 
agency, Donahue & Coe. reports the 
fall tv schedule reached 7.941.000 

homes per week, based on ARB 

Here's the lineup: Albany— WRGB- 
TV, WTEN-TV, and WAST (TV), 
for the spring flight; WRGB-TV only 
during the fall; Hartford, Conn. — 
WTIC-TV both flights; Springfield, 
Mass.— WWLP-TV both flights; New 
Haven, Conn. — WNHC-TV both 
flights; Boston — WHDH-TV and 
WNAC-TV in the spring; WHDH 
only in the fall; Baltimore — WBAL- 
TV and WMAR-TV, both flights; 
Washington— WRC-TV both flights. 

Frequency of the Arnold 60-second 
announcements aired outside New 
York ranges from 10 to 15 per mar- 
ket per week. Mrs. Okon delivers the 
Arnold message in every instance ex- 
cept for the Providence and Platts- 
burg news strips, these are done live 
by the local announcer. 

According to TvB-Rorabaugh, Arn- 
old's spot tv expenditures zoomed 

THE ARNOLDS, Paul and Betty, who 
founded the bakery which bears their name 
in 1940, continue to own and actively manage 

from $130,290 in 1960 to $333,460 
for just three quarters of 1961. With 
much of the year's second spot flight 
placed in the fourth quarter, the 1961 
figure may surpass $500,000. This 
plus talent and production and main- 
tenance of spot radio in several mar- 
kets, brings the air media share. of 
Arnold's ad budget to about 80%. 

Arnold's radio exposure in its pri- 
mary distribution area takes in 
WCRB. Boston, over which the baker 
co-sponsors Boston "Pops" orchestra 
broadcasts; WFLN and WIBG, both 
Philadelphia; and WDEL and 
WAMS, both Wilmington. Del. 

From time to time Arnold airs its 
{Please turn to page 59) 


8 JANUARY 1962 



festival enters 

third round 

JOHN P. CUNNINGHAM, Festival chairman 

WALLACE A. ROSS, Festival director 

^ The annual American Tv Commercials Festival spreads its wings this year 
as regional councils in five major ad centers prepare to judge 1962 entries 


hen judging time rolls around 
for the third annual American Tv 
Commercials Festival and Forum, 
come spring, the tv commercials 
awards group will have come of age 
— geographically. The reason: veter- 
an admen from five regions, East, 
Midwest, Southwest, West Coast and 
Canada, have heen formed into spec- 
ial councils to sit in judgment on the 
latest crop of commercial entries. 

The increasing acceptance of the 
young Festival has, according to its 
founder and director, Wallace A. 
Ross, triggered the expansion of the 
judging staff. 

Chairing the group for the third 
year, is John P. Cunningham, Cun- 
ningham & Walsh executive commit- 
tee chairman and current chairman 
of the Advertising Federation of 

Anticipating a large-scale turnout 
this year. Ross has arranged for the 
awards to he presented in the Grand 
Ballroom of the Waldorf-Astoria in 
New York City on Friday. 4 May. 
Suhsequent award presentations are 
scheduled for Chicago on 11 May; 
Toronto. 16 Mav: Dallas. 7 June; 
and Los Angeles. 13 June. 

There's a general feeling, among 
tliose close to the Festival, anyway, 
that the 1962 crop of filmed and taped 
commercials will represent the finest 
and most imaginative work in many 

a season. According to Ross, the 
impact of last year's successful show- 
ing will help provide the creative 
stimuli for the new entries. Although 
the quantity of entries may not vary 
much (there were over 1,300 entries 
last year) its a certainty, he says, 
that the quality of the entries will 
hit a new high. 

Ross's sentiments are echoed by 
Cunningham: "Almost everybody 
agrees on at least one thing in this 
business of ours: that is, that tv 
commercials are getting better and 
better. Much of the credit for this 
should go to the highly successful 
first two American Tv Commercials 
Festivals." His prediction: "I'm sure 
that the third Festival will bring forth 
an increasing amount of award- 
worthy, effective advertising.*' 

In addition to the new regional 
judging councils, the 1962 Festival 
will spotlight single markets with 
awards to retail stores, utilities, banks, 
and local products. Entries from lo- 
cal tv stations and advertisers are 
expected to swell entries. 

Advertising achievement in special 
markets will be singled out also for 
recognition in 1962 in addition to the 
established product category and tech- 
nique areas. 

The operating plan for the five 
regional councils is for each group 
to meet and vote on the top 150 final- 

ists that will be screened out of the 
total number of entries. The council* 
will also have the responsibilitv of 
planning workshops in connection 
with awards luncheons and screening? 
of the winners in Chicago, Dallas. 
Los Angeles and Toronto. 

A heavy list of entries from ('.a 
nadian advertisers is expected in re 
sponse to current plans under wai 
for the awards luncheon and work 
shop, in cooperation with the Adver | 
tising & Sales Club of Toronto, sched 
uled for that city on 16 May 

Entry deadline for the 1962 Fes 
tival competition is 15 Februan. Th( 
orientation of judges and start of tht 
three weeks of preliminary screenin< 
according to product categories take: 
place on 1 March. Judging of thi 
finalists by the five regional councils 
24-31 March; advertising dealine fo 
the Festival program, 10 April 
awards luncheon, screenings, work 
shop and exhibits in Grand Ballroorr 
Waldorf-Astoria, New York City, 
May : Chicago Festival. Sherato 
Hotel. 11 May: Toronto Festiva 
Prince Edward Hotel, 16 May; Dalla 
Festival. Sheraton. 7 June (tentath 
date) ; Los Angeles Festival. Beverh 
Hilton. 13 June. 

The advisory board this vear j 
comprised of the following: Howai 
Abrams. v. p.. local sales mgr.. Tel 
vision Bureau of Advertising: V 



8 JANl'ARY 19( 

Richard Bruner, executive editor, 
Printers' Ink; Stockton Helffrich, 
nanager. New York Code Office, Na- 
ional Association of Broadcasters; 
Larry H. Israel, president, TvAR; 
Vlark Lawrence, president. Mark-L- 
•]nterprises; Harry Wayne McMahan. 
V consultant, columnist, Advertising 
tge; John E. McMillin, executive edi- 
or, sponsor; Howard Magwood, past 
•resident, Screen Directors Interna- 
ional Guild; John Oxton, business 
igent. Motion Picture Film Editors, 
,ocal 771; Merrill Panitt, editor, TV 
^uide: and William Van Pragg, 
resident. Film Producers Association 
f New York. (For the list of execu- 
ive board members, agencies, and 
idvertisers. see box this page). 

All film and videotaped commer- 
'ials shown on television in the United 
itates and Canada in the period from 
' March 1961 to 1 March 1962. are 
ligible for awards in 30 product 
ategories and citations for technique 
here warranted. 

A $20 fee (not returnable) must 
ccompany each submission. Entries 
ubmitted after the 15 February dead- 
:ne will, according to Ross, be ac- 
epted only when accompanied by an 
dditional $5 handling fee. No entries 

ill be accepted after 22 Februarv. 

Those commercials which are se- 
'cted for Certificates of Recognition 
k being among the top 150 finalists 
p be screened at the Festivals, enum- 
rated in the program, and considered 
or top awards, will be billed an addi- 
onal $10. This fee is payable upon 
otification and will go to cover print- 
is: and projection costs. 

The principal criteria which will 
overn the judges' ratings: Is this an 
ffective. selling advertisement? In 
ther words, does it reflect the highest 
diber of advertising of which the 
'ldustry is capable? Does it register 
npact and motivate? Is it believe- 
ble and tasteful? Does it employ 
naginative tv techniques? 
1 The awards breakdown embraces, 
«ide from the Certificates of Recog- 
ition to the top 150 commercials 
elected as finalists: best of product 
Jtegory awards, citation for special 
Jvertising achievement, and special 

tations for techniques. 

The citations for special advertis- 

ig achievements will go to the com- 

iercials selected in such areas as the 

council may deem deserving. Among 
them: premium offer, children's ap- 
peal, eight- to 10-second I.D., pro- 
gram billboard or opening. A "best" 
commercial will be selected from the 
Canadian market and "bests" also for 

single market retail store, service, and 
product categories. There will also be 
a citation for a low budget commer- 
cial open to those produced for $2,000 
or less. 

(Please turn to page 59) 

Here is 1962 Festivals' executive board 


JOHN P. CUNNINGHAM, chmn. exec, committee, C&W, chmn., TV 
Commercials Council 

BARTON A. CUMMINGS, president, Compton, Inc. 

WALTER GUILD, president, GB&B 

BRYAN HOUSTON, president, FRC&H 

VICTOR BLOEDE, senior v.p. & creative director, B&B 

CHARLES FELDMAN, senior v.p. & creative director, Y&R 

ALFRED L. H0LLENDER, executive v.p., Grey 

KESINGER JONES, senior v.p. & creative director, C-E 

ROBERT S. MARKER, senior v.p. & creative director, MJ&A 

MARGOT SHERMAN, v.p. & chairman, creative plans board, Mc-E 


J. E. BURKE, v.p., merchandising, Johnson & Johnson 

J. W. COCHRAN, Procter & Gamble Productions 

C. E. CROWLEY, television mgr., E. I. duPont de Nemours 

RICHARD E. DUBE, mgr. broadcast production. Lever Bros. 

JAMES S. FISH, v.p., director advertising. General Mills 

E. G. FRITSCHEL, advertising department, Coca-Cola 

E. P. GEN0CK, television manager, Eastman Kodak 

ROBERT B. IRONS, advertising mgr., American Oil 

BILL R. JONES, advertising mgr., Frito-Lay 

JACK K. LIPS0N, director, advertising, Helene Curtis 

MARVIN C. LUNDE, nat'l retail sales prom. adv. mgr., Sears, Roebuck 

M. M. MASTERPOOL, advertising mgr., housewares div., GE 

RALPH P. 0LMSTEAD, v.p., advertising director, Kellogg 

JULIUS RUDOMINER, v.p., advertising & sales, Rayco 

GEORGE W. SANDEL, staff adv., admin., 3M 


8 JANUARY 1962 

HARRY F. SCHROETER, director advertising. National Biscuit Co. 

KARL W. SCHULLINGER, asst. to advertising mgr., American Tobacco 

DOUGLAS L. SMITH, advertising-mdsg. dir., S. C. Johnson & Son 

JAMES D. ST0CKER, advertising manager, Scott Paper 

RAY WEBER, general advertising manager, Swift 

ALFRED WHITTAKER, advertising director, Bristol-Myers 

R. W. YOUNG, JR., v.p., dir. mktg., hshld. pdcts., Colgate-Palmolive 



Do You Make These Mistakes in 

la I — I Select media for your trade paper advertising on 
the basis of what you read — instead of what your 
prospects read? 

L. I I Wait for a fat rating story before you promote 

your station? 


Take a summer hiatus? 

'Tb I — I Fail to promote your market because it m* 
benefit competing media? 

3. I I Distort — or display excessive optimism in 11 

terpreting — data about your audience or market 

0. I I Look for direct returns immediately after yoi 

ad appears? 

1. I I Budget too little for mechanical production? 

O- I I Forget you're talking to human beings? 



Trade Magazine Station Promotion? 

1. This is somewhat like seeking a lost diamond under a street 
light when you know you lost it back there in the dark. 

2. Those who live by the sword die by the sword. Two (or more) 
can play. 

3. Is that what you tell your customers? 

4. It your market is outside the top dozen, better recognize the 
problem — and take your chances. 

5. You're talking to experts. Don't insult their intelligence. 

G. You're reaching for a note that isn't on the horn. If, in the 
course of a year, you hear from eight or ten people (outside 
the trade media sales field) who have seen your campaign, you've 
had about all the direct evidence you're going to get. A reason- 
able objective for your trade paper advertising is to prepare the 
way for direct calls from your national salesmen. 

7. Don't try to apply consumer publication standards for produc- 
tion budgets to trade magazine space. Ten percent of the cost 
of a page in LIFE may be enough to produce an ad for LIFE. 
Ten percent of the cost of a page in SPONSOR is hardly enough 
to pay an artist for a good layout. 

8. Your reader responds to trade magazine advertising as an in- 
dividual, not as an automaton. He doesn't share your passionate 
interest in data about your station. You have to penetrate his 
defenses — with intriguing, sometimes offbeat, approaches. 


8 JANUARY 1962 

Henry J. Kaufman & Associates 

Advertising and Public Relations 

1419 H St., N.W. • Washington, D. C. • DI 7-7400 

Our radio /tv and media clients include: 

• Corinthian Broadcasting Corporation • Greensboro News-Record 

• Media/scope • Pulse • Storz • WBTW • WMAL • WMT 

• Your station? Give us a ring. 


. . . "hat's news 

Trade publications deliver two kinds of news. One might be more 

classified as "chatter"; the second kind of news means something. 

SPONSOR delivers the second kind of news. 

Week after week its pages are filled with the meaningful facts and conditions 
of the broadcast industry. This is the sort of news that a man reads for his 

own self interest; the sort he needs to keep abreast of the times. 

Books such as this are never skimmed thru. They are read 

thoughtfully, carefully and more often than not — at home. And this 
kind of news about SPONSOR should have a vital meaning to every 
station interested in national spot business. 

SPONSOR delivers more of the right people in the right frame of mind 
than any other book in the broadcast field. It's the kind of publication 
that makes trade paper advertising make sense. 





Media people: 

what they are doing 

and saying 


Ben Pettick of Product Services returned from vacation . . . 
Two McCanners who found each other: Larry Bershon marries 
Dorine Bloom in April . . . Sam Scott left JWT for EWR&R to 
take the place of Marvin Richfield as media dir. Richfield moved 
to Madison Square Adv., a new agency ... At F&S&R, Jack Low, 
who was media mgr., has heen made an a.e. 

When Steve Katzman of Bates returned from his Florida vacation, he 
commented: "One resort near Miami was so dull that the tide went out 
and never came back." . . . With Enid Cohn leaving McCann. Judy 
Bender takes over Nestle . . . Pete McClean, former DCS&Ser, joined 
JWT . . . Jack Carver, who was an assoc. media dir., has been made 
an a.e. on the P. Lorillard account at L&N. Before L&N, he had been 
v.p. and assoc. media dir. at DCS&S. 

°iT THE ANNUAL Detroit Broadcast Representatives' holiday party for agency media 
Jeople: (l-r) Jim Brien and Bill Davis, McCann-Erickson; P. C. Beatty, Maxon; and 
Jill Bryan of PGW. Affair was at the Penthouse Suite of Veterans Memorial Bldg. 

Paul Theriault of Y&R, lunching at the Envoy Restaurant with 
reps, observed that certain agencies either seek out or attract 
listinct social types. One of the agencies he mentioned is 
lotoriously Ivy, in dress, manners and the way they conduct 
)usiness. "In fact," said Theriault, "when they lost a three mil- 
ion dollar account last year, one v.p.'s hair turned charcoal grey 

Shifts at B&B: Tom McCabe, who bought on Texaco, was appointed 
isst. media dir. on General Foods . . . Walt Reichel, previously buyer on 
(Please turn to page 39) 









use KTVE" 

So say the Ballard Brothers 
of BALLARD'S in Monroe. La. 







m I 






8 JANUARY 1962 

National and regional buys 
in work now or recently completed 



Lever Brothers will promote Breeze in a seven-week campaign 
which starts 18 February in 00-70 markets. Time segments: three- 
ten minutes a week. Agency: Sullivan, Stauffer, Colwell & Bayles. 
Buyer: Chuck Woodruff. 

J. A. Folger has lined up several markets on behalf of its coffees for 
a campaign which starts 14 January for 15 weeks. Time segments: 
Prime 20"s and I.D.'s. Agency: Cunningham & Walsh. 

Ceneral Foods has schedules of prime breaks in five markets for 
Jell-0 puddings and pie filling. The six-week flight starts 22 Janu- 
ary. Agency: Young & Rubicam. Buyer: Bob Hollowell. An 18- 
market campaign for regular Maxwell House starts 15 January and 
runs through March, using fringe minutes. Agency: Ogilvy, Benson 
& Mather. Buyer: Sue Morell. 

Fels & Company, Philadelphia, on behalf of Fels-Naphtha and In- 
stant Fels, is using spot for 20 weeks or longer starting 29 January. 
Time segments: daytime minutes and 20's. Agency: ManofT. 

Whitehall Laboratories has 10 selected markets for Preparation H 
for a 52-week campaign which starts 18 January. Time segmenN: 
minutes. Agency: Ted Bates. 

Standard Brands on behalf of Chase & Sanborn is using fringe 
and day minutes, prime breaks and I.D.'s in 15 markets. The eight- 
week campaign begins 8 or 22 January, depending on the market. 
Agency: J. Walter Thompson. Buyer: Martha Thoman. 

Campbell Soup Company is going into 50 markets on behalf of 
Franco-American for eight weeks starting 15 January. Time si 
ments: daytime and fringe minutes. Agency: Leo Burnett, Chicago. 
Buyer: Floise Beatty. 

Scott Paper selected six markets for a 15 January-30 June cam- 
paign for its Waldorf tissue. Time segments: minutes and break- 
Agency: Ted Bates. Buyer: John Catanese. 

Helena Rubinstein will Use night minutes in five markets starting 
29 January. The campaign is scheduled to run 11 weeks. Agency: 
Ogilvy, Benson & Mather. Buver: Maxine Cohen. 


Kayser-Roth has included spot radio in its 1962 marketing plans 
for Supp-Hose. Starting 5 February, it goes into some 40 market? 
with 20 spots a week for six alternate weeks. Agency: Daniel I 

Harrison Radiator division of General Motors begins an 8-10 wee! 
campaign in 98 markets on 22 January. Promotion is for 1962 G1V 
cars with air conditioning. Time segments: minutes. Agency: D. P 
Brother. Detroit. 



8 JANUARY 196: 




(Continued jrom page 37) 


IBM, ASR. and Mutual of New York, has been placed on Texaco . . . Mai 
Gordon, in turn, moved from asst. buyer on Parliament to buyer on 
Reichel's accounts . . . Barry Alley got Zest, which was formerly handled 
by Bob Silberberg, now at DCS&S. 

Bob Maynard of WMTW-TV, Portland-Poland Springs, Me., 
feels that a station must constantly improve its programing to 
keep pace with its audience and travels extensively throughout 
the country each year to view other stations. At the Grinzing 
Restaurant last week, he told a group of buyers that the airlines 
iiave frequently mislaid his luggage at the terminals. "Old 
ravelers never die — they lose their grip," said Maynard. 

At Papert, Koenig. Lois, Carol Lewis is now handling the National 

Sugar Refining Co., in addi- 
tion to Pharmacraft Labs. 
Elaine Art has been made a 
full buyer and will handle all 
other accounts . . . Rep 
Memo: Dick Gurley, former- 
Is with KDKA in Pittsburgh, 
has joined TVaR . . . New 
researcher at the Katz Agen- 
cy is Peter Mead, who came 
from London where he was 
with C. R. Carson ad agency. 

Mort Reiner of Hicks & 
Greist, dining at Vincent 
& Neal's Hampton East, 
told Vincent about the 
New Year's Eve Party he 
went to several years ago 
that was given in a small 
ballroom downtown. "Up 
in the balcony at the 
stroke of midnight was a 
waiter with a huge kettle 
of scorching hot Italian 

ood, and the excitement was too much for him," said Reiner. 

He tipped over the pot and the food cascaded to the dance floor 

—with the host, buried in marinara sauce, shouting. 'Stop! Stop! 

:onfetti! — Not Spaghetti! Confetti!'" 

Elizabeth Griffiths of FR&H, lunching at the Pen & Pencil, thinks she 
nows the antidote to Madison Ave. occupational diseases such as nervous 
reakdowns. ulcers, hypertension, nailbiting, etc. "Eliminate attache 
ases," she said. "Have you ever seen a rep carrying an attache case 

ho wasn't rushing to get somewhere?'' ^ 


uyer's Corner would do 

ist because 

the editor 
wouldn't talk 

of 77m e- 
like this 
to him.' 




8 JANUARY 1962 












111 W. 56th St., N.Y.C. 19 
212 CI 6-3476 



3 men 

and what they have said about 

JOHN F. KENNEDY: "I congratulate and commend The 
Advertising Council for its two decades of public service 
to the U.S. Government in bringing important public 
messages to the American people. The Council can well 
be proud of its record in war and in peace. We shall con- 
tinue to look to the Council for help in communicating 
a variety of essential public messages in these critical 

DWIGHT D. EISENHOWER: "The results of your work 
are obvious. The various Government departments 
whose programs you have done so much to forward have 
reason to be grateful to you. Your combined efforts 
have been worth many millions of dollars to our Govern- 
ment. When I spoke to your group on March twenty- 
fourth, I said I thought it one of the most important 
agencies in the country." 

The voluntary, unpaid work of The Advertising 
Council — for Government and for private causes — 
is simple to explain: Let the American people know 
about things that need doing and let them know 
how to go about it. The people pick it up from there. 

Take a moment to look at the campaign symbols at 
the right. You may have worked in your own com- 
munity in behalf of some of them. You may have 
bought Bonds, solicited funds or helped get out the 
vote. Whatever you did, you did freely by your own 
choice simply because the need was there. 

The power behind all of these campaigns was sup- 
plied through The Advertising Council by advertis- 

The Advertising Council • • 

II you would like to know more about The Advertising f'ounetl, this manazlne nuageats 
you irriii- to It lor a tree booklet: US We*t 45th Street, \<n York US, IV. » . 

ing donated by American business — by companies, 
magazines, newspapers, broadcasting stations, net- 
works, motion picture producers, outdoor and transit 
companies. Advertising agencies prepared the ad- 
vertising campaigns free of charge. 

In 1960 alone, the advertising donated to the Coun- 
cil's public service campaigns added up to 226 million 
dollars. Not a penny of tax money was spent for it. 

The work is not finished. In today's cold war the need 
is as great as in yesterday's hot war. On the occa- 
sion of its twentieth anniversary, The Advertising 
Council reconfirms its pledge of 
support. How about you? 

for Public Service 



8 JANUARY 196 

The Advertising Council 

HARRY S. TRUMAN: "The dissemination 
of wartime information through adver- 
tising played a vital part in bringing to 
the people the story of what had to be 
done to speed victory. Our problems did 
not end with the war, and there will be 
many which cannot be solved without 
the cooperation of the people." 


tary contribution made by advertising 
men and women under the Council's 
leadership has been of notable assistance 
to the Government's wartime informa- 
tion programs. I am gratified to learn 
that the Council plans to continue its 
public service." 

HERBERT HOOVER: "I congratulate the 
Council on twenty years' service. I have 
had occasion to witness (your) effective- 
ness in raising funds to relieve the 
famines in Europe and in giving wide 
publication to the reports of the Com- 
missions on Organization of the Execu- 
tive Branch of Government." 

The Advertising Council, supporting these and many other public service causes with men, materials and money contrib- 
uted by American business, helps solve more problems and serve more people than any other single private institution. 



Religion in 
American Life 


Aid to 
Higher Education 



United Nations 

for Americans 


8 JANUARY 1962 



{Continued jrom page '2 1 | 

ing people, not depressing them. Of 
course, we do not control tv pro- 
graming, and since we are responsi- 
ble for using the medium for our 
main advertisers, we frequently have 
to utilize available programing, even 
though it might fall short of the 
programing objective we would like. 
to obtain.'' 

Keesely said his agency, so far as 
practicable, hews to standards simi- 
lar to those enunciated from Wash- 
ington "and for the very practical 
reason that our sole purpose is to 
win friends. . . . This being so. the 
FCC's approach to programing has 
created no sense of uncertainty with 
us since it hasn't changed our view- 
point. On the organizational side of 
tv. the FCC's concern over network 
option time can well create a new set 
of ground rules, under which we will 
have to operate, when and if the 
present practices must be revised 
But. here asain. this causes no un 
certainty, but creates extra problems 
For today, we are goina ahead un 
der the present rules and regulations 
When and if they are changed, we 
will work under a new set. It's as 
simple as that." 

There was enthusiasm for Minow 
and his reforms from numerous pro- 
ponents of educational and allied- 
tvpe programs who have daily traf- 
fic with commercial broadcasters. A 
typical comment was made bv Mor- 
ris Novik. radio and tv consultant of 
the AFL-CTO, producer of the Ed- 
ward P. Morgan program on ABC, 
and former director of communica- 
tions for New York City in the La- 
Cuardia administration. Novik hailed 
Minow's behavior and emphasized 
his belief that the FCC chairman was 
indeed in favor of our commercial 
economy. He was convinced that 
Minow did not regard advertising 
as an economic waste. 

"In my book, anything the FCC 
chairman does to improve the gen- 
eral acceptance of radio/tv helps 
the industry," Novik maintained. 
"The FCC is certainly upping the 
standards of the industry. Minow is 
a devoted and determined public 
servant who accepted the chairman- 
ship fully aware of the problems that 
lay ahead. He will solve many of 
these problems and in so doing im- 
prove the medium." 

\ \eteran broadcast executive with 
more than two decades of network 
and independent station operation 
under his belt, indicated he wasn't 
uorried about how Minow was con- 
ducting his office in Washington. 
The executive thought Minow's cur- 
rent behavior was like that of a 
school teacher giving his students 
lower grades than he thinks they de- 
serve in order to spur them on to 
greater goals (a description that may 
relieve other broadcasters though the 
implication thev are children will not 
endear the FCC chairman to station 
men). "As the industry improves, 
Minow will start patting them on the 
back and take justifiable pride in 
their accomplishments," the executive 
predicted. "Minow will then say: 
'They learned their lesson well!'' 

In an effort to make clear to pro- 
fessional groups and consumer or- 
ganizations what the FCC and the 
FTC mean to do about advertising 
during the "New Frontier" adminis- 
tration, representatives of these reg- 
ulatory agencies are appearing si- 
multaneously and with more frequen- 
cy on the same speaking platform. 
Such an appearance took place re- 
cently when Richard M. Saul, chief 
of the complaints branch of the FCC. 
discussed "Broadcast Advertising and 
the FCC" and Charles A. Sweeny, 
chief of the Division of Food and 
Drug Advertising, FTC, discussed 
"Broadcast Advertising and the 
FTC" before the Tv and Radio Ad- 
vertising Club of Philadelphia. 

Obviously in this stepped-up cam- 
paign to inform the public as regards 
governmental policy, Saul is project- 
ing chairman Minow's philosophy on 
advertising as is Sweeny in espous- 
ing the principles laid down by his 
boss, chairman Dixon, although 
Sweeny, in his talks, says he is ex- 
pressing his own personal views. 

Saul told his Philadelphia audience 
that the FCC was prepared "to be 
tougher" as regards false and mis- 
leading advertising on broadcast sta- 
tions. "Of course, it is our hope that 
the commission will not be faced 
with a large number of license re- 
newal hearings on the issue of false 
and misleading advertising," Saul 
said. "Rather, we have tried with 
the public notice and in cooperation 
with the FTC to enable stations to 
carry out their responsibility in this 
area more effectively so that wide- 
spread enforcement action by this 

commission will not be needed. The 
present renewal application forms 
make no mention of a licensee's re- 
sponsibility for the elimination of 
false advertising." 

He said the new proposed forms 
now under study will ask the appli- 
cant what procedures he takes to re- 
view broadcast matter including 

Most advertisers and broadcasters 
agree with Saul that they can recog- 
nize questionable advertising and 
questionable advertisers without too 
much difficulty and view the Public 
Notice of November 7 as reasonable. 
"One of the main problems in this 
area has been. I think, that in certain 
highly competitive markets, it has 
too often been difficult for a station 
manager to turn down advertising 
which he knew would simply be 
broadcast by a competitor," Saul 
said. "More than that, he has not 
had the backing of a strong position 
by the commission which would en- 
able him to turn down advertising 
copy without offending the advertis 

Asked why the FTC is so con- 
cerned with tv advertising, Sweeny 
replied: "The inherently intrusive na- 
ture of a television commercial. 
whereby a selling message is de- 
livered to such a large, essentialh 
captive, audience with its dual im 
pact on ear and eye, place it in a 
category apart from other advertis 

A score of advertising executive: 
queried about the FCC's present atti 
tude toward commercial copy saw lit 
tie difference between this Adminis 
tration and previous ones. A top 
rung agency executive saw no harass 
ment in the effort on the part of th 
FTC and FCC to educate broadcast 
ers via the new monthly release 
dubbed "Advertising Alert," whicl 
discusses editorially subjects of cut 
rent interest related to advertisin 
and reports on individual action 
taken by the FTC based upon advei 
tising representations. 

Said a distinguished figure in on 
of the top ten agencies: "Mine 
wants broadcasters to live up to thei 
promises. All he is trying to do i 
have them render decent programin 
to the mass medium. Broadcastin 
is getting better and you can't den 
that Minow's actions are responsib 
for the improvement. Minow, in m 
opinion, is not against the econom 



8 JANUARY 19( 

usefulness of advertising." 

Not all advertising executives saw 
eye-to-eye, however, on Dixon's role. 
"The guy to be worried about is the 
present FTC chairman.'" one execu- 
tive exploded. "He's far more of a 
threat to advertising than Minow will 
ever be. I say look out for Dixon, 
not Minow!" 

Broadcasters, it appears, need have 
no fear of government censorship or 
coercion, if they live up to the prom- 
ises they make to the FCC when they 
apply for renewals. Two NAB ex- 
ecutives made this clear recently. 
One was NAB president LeRoy Col- 
lins, who said that radio/tv need not 
'be afraid of excessive government 
regulation if the broadcaster is "an 
honest man with a plan." Similarly, 
William Carlisle, NAB's vice presi- 
dent for station relations, assured 
broadcasters that Minow isn't trying 
to impose "censorship." 

In a desire to let "the man in the 
street" sound off on television and 
provide him with- an opportunity to 
express himself. WABC-TV, New 
York, recently launched a once-a- 
month series called We Ask You. 
CBS newsmen Robert Schakne and 
Kevin Delanev interview people on 
What they like and dislike in tv pro- 
graming. This type of program, ac- 
cording to reports, is the sort that 
toeets with the blessings of the FCC 
because it permits the man "who 
iwns the air" his first real opportu- 
rity to gripe, if need be, about triple 
• putting or canned laughter. 
j Some industry executives are of 
|he opinion that Minow started off 
'ike a three-alarm fire with his "vast 
vasteland" declamation but since 
'hen, for various reasons, has b«en 
facing mittens and mufflers on his 
emarks. Subsequent to his first ap- 
>earance at the NAB convention, as 
ome observers see it. his remarks 
lave been softened and are getting 
nore pulverized with every pro- 

Is this good for the industry, some 
,ire asking? One contingent would 
ike to see him return to his old stand 
—that of super-careful watchdog of 
he broadcast industry's conscience. 

On the whole, there appears to be 
ruarded optimism regarding Minow. 
he broadcasters (particularly the 
Network people) buttonholed last 
veek kept saying "Let's wait and see 
Vhat happens to us after the vital 
learings in Washington." ^ 

§ E L L BY! 




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Fred Wolf— President & General Manager 

National Rep.: H-R Representatives, Inc. 

PLaza 9-6800 


8 JANUARY 1962 



I Continued from page 25) 

<><•'<. But that rule is replete with 


Production officials will tell you 
that no two shows are alike, yet there 
are some generalizations more or less 
applicable in terms of show types. 
For instance, situation comedies are 
very much apt to wind up with a 
greater percentage of expenditure 
above-the-line than mystery-adven- 
ture programs or westerns of the 
same length. 

The explanation is that comedies 
usually are fronted by a well-known 
performer or two, while virtually un- 
known players often are assigned the 
leading roles in the action shows. 
Further, comedy writing and direct- 
ing cost more as they are harder 
to handle than straight adventure. 
The settings for situation comedies, 
on the other hand, usually are a 
simple affair, which keeps below-the- 
line expenses down compared to the 
adventure shows which place more 
emphasis on variety of settings. 

To keep pace with heightened 
sophistication of an audience ex- 
posed to tv for over a decade, a cor- 
responding increase in program pro- 
duction values has been pursued, and 
that means increased below-the-line 
expenses. Shows filmed on location, 
for example, cost considerably more 
than those which are studio-bound. 
It is estimated that Naked City. 
filmed partly on the streets of New 
York, costs 10-20% more than if 
shot entirely in the studio. Route 66 
is filmed entirely on location, and 
therefore eats up 15-30% more 
money than if it were filmed wholely 
in the studio. 

A comparison of NBC TV's latest 
production facilities rate manual 
(#5, effective 1 April 1961) with its 
predecessors furnishes an indication 
of what has been happening to in- 
dividual below-the-line expenses. The 
network now charges seven dollars 
per hour for associate directors and 
stage managers compared to six dol- 
lars for both categories in '59 land 
five dollars in '56). 

Stagehands cost six dollars an hour 
on the new rate card, compared to 
five previously. An exception to the 
upward trend is the five dollar hour- 
ly charge for wardrobe handlers, 
which has been constant since "56. 

The NBC hourly rate for scenic 
carpenters is up to six dollars, from 

five-and-a-half dollars as of the 59 
rate card. For hair stylists and make- 
up artists, the network now charges 
seven dollars an hour, compared to 
six in '59. The rate for scenic de- 
signer continues at nine dollars, the 
hourly rate since '59. 

Price hikes since 1959 are especial- 
ly noticeable in the area of engineer- 
ing crews for live productions. 
Whereas NBC charged $480 for 10 
men working 8 hours on the pre- 
vious rate card, that figure now is 
$640. For that engineering crew of 
10. working 12 hours, sponsors now 
must pay SI, 140, compared to $810 
in '59. Ten men working four hours 
formerly cost $300; now it's $340. 

Tv's trend away from live shows to 
film product has been a heavy con- 
tributor to increased costs. And the 
accompanying move from New York 
to Hollywood, where the long-estab- 
lished unions were way ahead of the 
younger "live" unions back Fast in 
wages, intensified the cost hike. 

An overwhelming financial danger 
inherent in use of film is that big 
mistakes may be discovered after sev- 
eral episodes of a series are in the 
can. This can necessitate highly ex- 
pensive reshooting. or in drastic sit- 
uations, scrapping of entire pro- 
grams. Magnifiying this danger is 
the ever-greater number of hour-long 
series as opposed to the traditional 
half hour fare. 

Live tv. on the other hand, pro- 
vides producers an opportunity to 
switch signals before things get out 
of hand. Revisions, even of major 
proportions, are feasible right up to 
air time. ^ 


(Continued from page 27 I 

sound decision. When this happens, 
original research is instituted to dis- 
cover the missing facts." 

The final marketing strategy as 
developed by the task force is pre- 
sented to the NL&B plans board for 
approval, further refinement, or re- 
jection. It is submitted for client 
approval after plans board clearance. 

At a recent meeting of the Chi- 
cago SRA chapter, where Vedder 
spelled out for reps the specific evo- 
lution involved in NL&B's media 
planning, he said. "This strategy 
document is a major piece of work. 
It sets down definitively who we want 
to reach, in what parts of the coun- 

ti\ what markets should receive the 
greatest attention, and what ban 
ideas we want to implant with con- 
sumers about the product or service 
we are selling. 

"At this point in the development 
of a campaign, not a single copy 
line has been written, not a single 
medium has been selected. 

"With the approval of a marketing 
strategy by plans board and client, 
work on the advertising campaign it- 
self begins. Looking at the informa- 
tion on consumer attitudes, consume! 
profile, product strengths and weak- 
nesses, the creative department- in 
both print and broadcast begin shap- 
ing advertising patterns. 

"Out of this experimentation some- 
times will emerge a factor that has a 
strong bearing on media selection. 
How can the most pertinent ston In 
best expressed? The print cop\ de 
partmenl may evolve a theme lint 
that, when researched, proves un 
usually compelling — but when the\ 
try to express this- theme in advertn 
ing. it is discovered that the motioi 
and sound of tv conveys the ide; 
more clearly." 

The media department at NL&] 
begins its work on a campaign at th 
same time the creative department 
start. It is recognized that manv o!j 
the facts contained in the markctin: 
strategy ma\ not influence media di 
rection. But. Vedder points oul 
facts in the area of consumer atl 
tndes. consumer profile, distributio 
patterns, and competitive act i\ it \ ca 
and must be capitalized on by medii 

Vedder's definition of the ten 
media strategy one which has bee 
pretts well abused and confused. I 
feels — is simply, "a statement, wit 
reasons, of what the media pla 
should fundamentally contribute I 
the campaign in the course of tl 
campaign year, if it contribut 
nothing else." 

At NL&B the sole responsihili 
for developing media strateg) on 
brand lies within the province of tl 
media supervisor. 

Although the responsibility for m 
dia plans rests with the supervisoi 
there is ever) opportunity for t' 
buyer's use of creativity, ingenuil 
and judgment, according to \ edd< 
NL&B timebuyers, working closi 
with the supervisors, advise and it 
ommend a medium or combinatin 
of media, which, in their opinioi 
will work most efficientlv with t' 



8 JANUAItl I 1 '' 

outlined marketing strategy. 

When a network buy is made for 
i NL&B client, the agency's tv/radio 
■ogram department co-ordinates and 
lovetails its activity with the broad- 
est facilities section of the media de- 
■rtment. This joint activity origi- 
»ates from a broadened base this sea- 
son, due to the agency's trend toward 
v network participation buys. 

Vedder feels that the network par- 
icipation trend will continue, not 
ust at NL&B, but universally, be- 
muse the technique enables adver- 
tisers to buy network as they have 
•ought spot tv in the past. It of- 
ers agencies new opportunities for 
reative buying, he maintains. 

"This technique will become more 
mportant as advertisers learn how 
jhey can expand their reach, at a 
jme when their markets are expand- 
ag and budgets are tight," Vedder 

, Last fall, the agency developed just 
uch a plan for its client. Mars, Inc., 

hich, according to Vedder. afforded 
,ie flexibility of spot, with an ex- 
anded reach for the budget in- 
olved. Here's how it worked: 
i Mars' basic advertising objective 

as to reach a diversified audience 
onsisling of children (the consum- 
rs); mothers (the purchasing 
gents) ; the families as units (con- 
umers and purchasers combined). 

reach these people, television was 
elected as one of the two major me- 
ia. Outdoor was the other. 

Initially it appeared (as it had in 
)60-61) that spot tv would be the 
ilv possible route, particularly in 
e\\ of flexibility required and audi- 
ice profile desired. The allotted 
levision budget would only permit 
spot effort on a flight basis, in the 
ip 35 markets. 

\\ ith the advent of a wider choice 

1 network participation carriers for 
e 1061-62 season, this direction 

|as studied intensively by NL&B's 
oadcast facilities department and 
e l\ -radio program department. It 
as felt that if the right combination 
, minutes could be found (without 
unpromising flexibility, audience 
ofile or the media impact required 
( top markets), network tv looked 
(Ore promising than before to the 

NL&B media people felt that net- 
|0ik would be superior in meeting 
<li objectives as broad coverage 
irl identification. Moreover, they 

felt that network, on this basis, of- 
fered other advantages such as full 
minute commercials, interior posi- 
tioning, billboards and merchandis- 
ing value to Mars salesmen and the 
retail trade. 

After detailed study of offerings 
from all three tv networks, an ABC 
flight package of five different ve- 
hicles was bought, including: Bugs 
Bunny, The Hathaways, Leave It to 
Beaver, Cheyenne, Bandstand, and a 
one-shot special, Feathertop. 

The variety of programing offered 
allowed a selection which accom- 

plished every major media objective. 
And by manipulating the weight ol 
participation by programs, the agen- 
cy solved the delicate problems of 
audience profile and market penetra- 
tion. This technique gave Mars an 
opportunity to expose its advertising 
in over 130 markets, more than three 
and one-half times that offered by 
spot, according to NL&B estimates. 

Because of Needham's task force 
system for developing marketing 
strategy, Vedder says he has the 
greatest respect for media salesmen 
who take the time to tailor a pitch 






WWTV has doily c 
daytime and nighttir 



People in the proven WWTV coverage area — 
Cadillac - Traverse City and Northern Lower 
Michigan — spend 12% more for automobiles than 
all the people in Delaware and Alaska combined! 

No other television station — no other medium — 
even approaches WWTV's penetration of this 
important market. VYYVTV delivers more homes 
than Station B in 433 of 450 quarter hours surveyed, 
8 a.m.-Midnight, Sunday through Saturday (NSI, 
Cadillac-Traverse City — June 6-July 3, 1961). 

Add WWTV to your WKZO-TV (Kalamazoo- 
Grand Rapids) schedule and you get all the rest 
of outstate Michigan worth having. If you want 
it all, give us a call ! 

*Aulo sales in the WWTV-Area are $151.5 million compared 
to $136.3 million for Delaware and Alaska. (Source: SRDS, 
September 15, 196 1.) 


316,000 WATTS • CHANNEL 13 • 1282' TOWER • C»S and *»C 
Officially Authorized lor CAOIUAC-TRAVERSE CITY 

Serving Northern Lower Michigan 
Acer/ Knodel, Inc., fxc/uuVe Notional R«pre<enroffr*« 


8 JANUARY 1962 



Sponsor backstage [Continued from page 13) 

might) New York into 37-0 ltits. I presume most of the estimated 
40.000.000 traditionally love-the-little-gu) people watching that game 
got a flying start on a Happ) New Year. I didn't, of course, hut 
dinner at the Tower Suite in the Time-Life building assuaged m\ 
afternoon grief. 

We left the Time-Life building about 7:30 p.m. and hastened back 
home to heat the lunacy which takes possession of the New York 
streets as midnight of 3] December draws near. B\ ten o'clock our 
friends had joined us and we passed the champagne and (what 
else'.'' I turned on the tv. On NBC Xavier Cugat, his voluptuou-l\ 
curved young wife Abbe Lane and the good Cugat hand pL 
Latin accented Twist music for a formally dressed herd of ladies 
and gentlemen, main of them wearing funny paper hats, who had 
paid a $50 minimum charge to push each other around on the dam i 
floor there at the Waldorf Astoria. 

On CBS a large group of revelers, who looked precisely like the 
ones on NBC — tuxedoed men. expensivelj gowned ladies, many wear 
ing ludicrous paper hats — were dancing in the space available on tin 
Hotel Roosevelt floor to the perennial music of Guy Lombardo. 

Undressing for a living 

On the town's other frequencies they were showing old movies 
Just before the New Year's Eve shows, about 10:30. we tuned in tin 
David Susskind 9-to-ll stanza on WNEW-TV. channel 5. Susskind • 
guests were Georgia Sothern, Sherry Britton. Blaze Starr, Moniqut 
Mon Bar. and Libby Jones. All five of these ladies, as you know, an 
strip teasers, and as his farewell contribution to the waning 1961 
Susskind was exploring with the girls the problems, personal am 
professional, endured by ladies who undress for a living. 

Miss Sothern, who is married, explained that she had told her hus 
band right in the beginning that she intended to continue strippin; 
after their marriage, and if he didn't like it. now was the time l< 
speak up. He apparently had, and continues to have, no objection- 
Miss Britton's erstwhile husband, however, disapproved severeh . ;i 
though Miss Britton said his antagonism toward her revealing he 
lovely bod) to customers for pay was not realb the deciding facto 
in the break-up of their marriage. She was far more interested i 
knowing wh\ Susskind. who has known her for many, many yeai 
land was thus aware that she had played dramatic parts in mm 
than 40 movies) never gave her a reading in any of the many m< 
tion picture and television dramas he produced. Susskind promise 
to permit her to read first thing the next day. I hope he did. Mi- 
Britton seemed to me a beautiful and determined woman. I don 
know wh\ this made a good New Year's Eve show, but it did. 

The Cugat and Lombardo shows on NBC and CBS respective 
were both sponsored by Chock Full 0"\uts coffee, and both fe 
tured commercials starring moderately successful singer Paj 
Morton. The coffee firm's wealthy owner. William Black, does n 
seem to have been discouraged at all by his experience with hi- e 
wife, another moderately successful singer named Jean Martin. 

At any rate he gave us two appropriately gay musical New Yeai 
Eve shows. I think they were a very smart advertising buy. \i 
then at midnight all cameras were turned to the annual madness 
Times Square. Happy new year, everybody, happy new year! 

What did we ever do before television? ^ 



8 JANUARY 19' 

on the basis of particular brand re- 
quirements. After the media deci- 
sions are made, he explains, it's too 
late for switch pitches, or to ques- 
tion the judgments responsible for 
media decisions. 

On the other hand. Vedder is fully 
aware that when marketing strategy 
is in the planning stages — from six 
months to a year in advance of the 
campaign — plans are confidential 
and not revealed for obvious com- 
petitive reasons. He acknowledges 
that it is not possible for sellers of 
media to know the specifics in ad- 
vance. However, he feels that it 
would be advantageous for media 
salesmen to offer on a regular basis, 
specially tailored presentations based 
,on acquired knowledge of individual 
brand requirements. 

Blair Vedder, himself a former me- 
dia salesman (radio, in Oshkosh. 
Wis., and Utica, N. Y., prior to join- 
ing NL&B ) has been described by his 
agency associates as the most illus- 
trious trainee to emerge from the 
ranks of the company's general train- 
ing program, the point at which he 
started with the agency in 1948. 
During the 12-month training pro- 
gram, he worked in every agency de- 
partment. Of them all, he found the 
esearch department most intriguing. 
But at the end of his training period 
he only opening was in media and he 
pegan as a buyer of outdoor. Later 
le was advanced to assistant media 
director, and in 1958, became vice 
resident and director of media. 

In addition to the NL&B general 
raining program for prospective ac- 
ount men primarily, the agency es- 
ablished a specialized media traili- 
ng program in 1957. Trainees begin 
kith media research, where they be- 
►ome familiar with available data 
luch as those published by Nielsen. 
Starch, Politz, TvB. They also work 
Mi specific assignments, and later ad- 
ance to the print or broadcast buy- 
ng section, spending equal time in 
ach. Final trainee assignments are 
letermined by aptitude and interest. 


course runs for approximately 

ne-and-a-half years. 
About a year ago, the NL&B me- 
iia department installed a vast IBM 
ystem, known as a data processing 
enter. A tabulating expert from 
Jielsen was employed, and in about 
ix months, according to Vedder, 
olved the problem of spot broadcast 
stimates. Now, all estimates, both 

print and broadcast, are handled via 
automation. Vedder explains that 
such an installation does not cut 
down on the number of people em- 
ployed, but he has found that it is 
not necessary to add people as the 
department grows and expands. One 
of the greatest advantages to auto- 
mated estimates, Vedder feels, is the 
substantial increase in accuracy. This 
is essential, he points out, for an 
agency that spends as much in broad- 
cast as does NL&B. 

In 1961, $28.8 million was devoted 
to broadcast, a $1.9 million increase 
over 1960 air media expenditures. 
Vedder feels that the increase, espe- 
cially in television, is because of the 
nature of client products. The ma- 
jority of them are mass produced, 
mass consumed, high turnover items, 
such as those produced by such cli- 
ents as Johnson's Wax, Kraft Foods, 
Campbell Soup. Morton Salt, and 
Rival Packing. 

NL&B network program sponsors 
include: State Farm Mutual Automo- 
bile Insurance Co., Mars, Humble 
Oil. Johnson's Wax and Campbell 

Spot television is used for these 
NL&B clients: Household Finance 

Corporation, Humble Oil, Johnson's 
Wax, Kraft Foods. Lever Brothers, 
Mars, Massey-Ferguson, and Peoples 
Gas Co. 

Campbell Soup, Kraft, and Ac'cent 
are active in substantial radio cam- 
paigns, both network and spot. 
Others are Rival, Household Finance. 

Blair Vedder is really a native son. 
He was born in suburban Winnetka, 
but now lives with his family in 
Evanston. Except for his years at 
Colgate University, and the radio 
stints in Oshkosh and Utica, the ma- 
jor portion of his career thus far has 
been Chicago-oriented. 

Vedder sums up his philosophy of 
professional media buying, defining 
it as a creative function through 
which extra values are added to the 
advertising plan. In order to achieve 
this, he emphasizes these four es- 
sential points: 

• Placement of media buying at 
the highest conference level. 

• Thorough training of personnel. 

• Inclusion of media in the crea- 
tive process beginning at planning 

• A positive procedure for mak- 
ing media buying decisions surely 
and swiftly. ^ 



MAINE/. . . on 
fof the 


Buying the top "35" 
Then you must include 
"Lobsterland" — MAIN 

• Uniform product distribution 

• Single Medium Coverage — 

• $1.6 billion Consumer Spend- 
able Income 

• Nearly One Million Consumers 

• Ratings as high as 7.6 

• Rates as low at $28 for minute 





Columbia Hotel, 

Portland. Maine 

TEL. SPruce 5-2336 




Devney-O'Connell Co. 

George Eckels & Co. 



8 JANUARY 1962 














(Continued from page 8, col. 2) 

He had also been business news edi- 
tor of Newsweek, corporate relations 
manager of Lever Bros., v.p. of Bar- 
ber & Baer & Associates, and in 
various posts with the United Press. 

Villante, with BBDO since 1950, 
was originally a member of the pub- 
lic relations department, but is now 
television sports director and in 
charge of local and syndicated pro- 
graming. Before joining the agency 
he was a sports business agent and 
a sports publicity director. 

Southern Airways used heavy tv and 
radio schedules in 17 markets to 
establish its new image as "the 
route of the aristocrats." 

Created by Harris and Weinstein 
Associates, Atlanta, the campaign 
introduced service of five Martin- 
404 aircraft. 

Benedict, Jr., to market planning di- 
rector and R. Scott Healy to adver- 
tising and sales promotion director 
at the Winchester-Western division 
of Olin Mathieson . . . Benjamin R. 

INTERTEL members met to design production plans for the upcoming season — 16 more spe- 
cials for global consumption. Representing the U.S. are Robert Hudson (second from I), 
v.p. of National Educational Television Network; Donald H. McGannon (fourth from I), 
WBC pres., John White (sixth from I), NET pres.; Richard M. Pack (third from r), WBC 
v.p. of programing. Other nations represented are Australia, Canada, and Great Britain 

i 1 

- - 

CHIMP CHAMP Judy, whose skill at bowl 
ing makes her tough competition for Wins 
ton Salem topplers, gives some ten pin tip 
to WSJS-TV's Bob Gordon. Judy was i 
town to appear at a local bowling Ian 

FOREIGN BROADCASTERS recently wound up their tours of U.S. broadcasting operations 
sponsored by Syracuse University. Emmanuel Fadaka (I), pictured with Meredith Broadcast- 
ing's Frank P. Fogarty, heads for Nigeria where he's managr of Lagos commercial station 

was won by Mrs. James Pirie. She gets h 
prize — 235,000 S&H Green Stamps and 
ticket to Hawaii from Allen King (I), N 
tional Tea sales mgr. & WBBM's Jerry Heal 



8 JANUARY 19( 

Britt, Jr., Kenelm W. Coorts and Rob- 
ert R. Weiss to product managers at 
Lever Brothers . . . Ronald M. Ayer 

to market director, food packaging 
and R. Blair Murphy to market direc- 
tor, beverage packaging, at Reynolds 


A break between Ted Bates and 
Brown & Williamson's Belair ciga- 
rettes ($6,500,000) was a much pon- 
dered possibility along Madison Ave- 
nue last week. 

Due to benefit from the break up: 
Keyes, Madden & Jones, which has 

long handled B&W's Raleigh ciga- 
rettes and Sir Walter Raleigh smok- 
ing tobacco. 

The switch was still unconfirmed 
at presstime but a company spokes- 
man said B&W was "re-examining" 
its 1962 marketing plans for the men- 
thol filter cigarette. 

Top echelon appointments at Kudner 
followed the death of president 
Charles R. Hook, Jr., and the retire- 
ment of chairman C. M. Rohrabaugh. 

Succeeding Hook is Roger A. Pur- 
don, senior vice president and crea- 
tive director of McCann-Erickson 
while Robert M. Watson moves up 
within the Kudner ranks from exec- 

utive vice president to chairman and 
chief executive officer. 

Agency appointments: Otoacustica 
to Kameny Associates, New York . . . 
Fun, Incorporated ($300,000) to The 
Biddle Company, Chicago . . . Free- 
domland ($750,000) to Cole Fischer 
Rogow for the second consecutive 
year . . . Teppaz-Benman ($250,000) 
to Stern, Walters & Simmons . . . The 
Wabash Railroad Co., St. Louis, to 
Winius-Brandon from Gardner. 

Expansion: Philip I. Ross Company, 

New York, has expanded operations 
to include a Chicago office (located 
at 201 N. Wells Street). New addi- 

FIRST SLICE from the KOA, Denver, birth- 
day cake is cut by executive v. p. and gen. 
mgr. Ralph Radetsky (c). On hand to help 
celebrate the station's 37th anniversary are 
Gene Grubb (I), general sales manager, and 
Lynne Garmon (r), station sales secretary 

;igns on the dotted line before taking over 
'a WSUN-TV, St. Petersburg, weather an- 
nouncer today (8 January). Program direc- 
tor Harry Wagner (I) and tv sales manager 
carl Welde form a welcoming committee 

KMOX-TV DOLED out $1,000 in the form of two $500 gift certificates at the St. Louis 
Ad Club's annual Christmas party. Sales manager Charles McAbee (c) played Santa to Bill 
James (I), board chairman of Boys Town of Missouri and Ralph Sheets of Tobey Fine Papers 

SUBWAYS are for solving math quizzes. Line Diamond (c), Daniel & Charles radio-tv dir., 
has solved 25 consecutive contests run by WMAL-TV, Washington, D. C, while commuting. He 
shows a special prize, bookends, from sales mgr. Neal Edwards (r), to H-R's Don Howe 


8 JANUARY 1962 


tions to the staff include Daniel E. 
Valsor, general manager, and Neal 
Landy, creative director and mem- 
ber of the Plans Board. 

New name: Irving J. Rosenbloom & 
Associates is now called Rosen- 
bloom/Elias & Associates. The 
change doesn't involve any switch 
in stock ownership or officers. 

Marcy to vice president and George 
Newi to director of daytime pro- 
grams at M-E Productions . . . 
Charles Mortimer to program man- 
ager and Clarence Thoman to direc- 
tor of news and sports in the tele- 
vision department at William Esty 
. . . Robert E. Healy to vice chairman 
of Interpublic . . . Albert J. Pet- 
cavage and Don Trevor to vice presi- 
dents at Doyle Dane Bernbach. 

Station Transactions 

The sale of KOGO-TV and radio, San 
Diego, to the Time-Life broadcast 
division for $6,125,000 rounds out the 
Time roster of tv stations to five, the 
maximum under FCC regulations. 

Time bought the outlets from a 
private investment syndicate which 
includes Newsweek magazine. Black- 
burn & Company was the broker for 

the sale, which is subject to FCC 

Wichita Television Corp., current 
owner of KARD-TV, Wichita, Kan., 
will have a state-wide network if it 
gains FCC approval for the purchase 
of Wedell Inc.'s interests in three 
tv properties. 

The stations in question: KCKT- 
TV, Great Bend, KGLD-TV, Garden 
City, and KOMC-TV, McCook, Ne- 
braska, which is located in Oberlin, 

W. J. Moyer, executive vice presi- 
dent of Wichita Television, said that 
Federal Judge Delmas C. Hill has 
already signed an order approving 
the transfer of control. 

Sales: WRKH, Rockwood, Tenn., was 
sold by J. A. Gallimore to Richard 
Holloway, formerly with WFMY-TV, 
Greensboro, N. C, for $70,000. Broker: 
Blackburn & Co. . . . KRBO, Las 
Vegas, sold by Joe Julian to Mike 
Gold, president of the Gold-Linden 
advertising agency and head of Cre- 
ative Productions, for $85,000. Bro- 
ker: Wilt Gunzendorfer. 


Howard H. Bell, vice president for 
industry affairs of the NAB, told the 

Outstanding values in broadcast properties 


This is a fulltime property in a medium si2e 
market. Station is profitable and has outstanding 
local acceptance. 29^ r down and balance over 7 

This daytime facility serves an industrial and 
wholesale center. Ha- not realized its potential 
and needs an owner-operator. 29% down. 





BLACKBURN & Company, Inc. 



James W. Blackburn 
Jack V. Harvey 
loseph M. Sitrick 
RCA Building 
FEderal 3-9270 

H. W. Cassill 
William B. Ryan 
333 N. Michigan Ave. 
Chicago, Illinois 
Financial 6-6460 


Clifford B. Marshall 
Stanley Whitaker 
Robert M. Baird 
John C. Williams 
1102 Healey Bldg. 
lAckson 5-1576 


Colin M. Selph 
Calif. Bank Bldg. 

9441 Wilshire Blvd. 

Beverly Hills, Calif. 

CRestview 4-2770 

Speech Assn. of America that no 
business or profession can match 
broadcasting in determining public 
reaction. Other comments on the 
industry's progress and problems: 

• Broadcasters bristle at criticism 
only when it portends "a possible 
change in the system." 

• The censorship cry is justified 
if FCC seeks to substitute its own 
judgment for that of individual sta- 

New quarters: The Radio and Tele- 
vision Executives Society has moved 
to offices in the Newsweek Building 
at 444 Madison Avenue, New York. 

TV Stations 

ARB outlined its concept of "homes 
reached per $100 expended" before 
the New York meeting of the Ameri- 
can Statistical Assn., the group 
which recommended that tv adopt 
this method of measurement long 
used in print. 

The theory is thought by many in- 
dustry researchers to have better 
statistical properties than cost-per 
thousand audience estimates which 
tend to be biased upwards and sub 
ject to large variabilities. 

Using audience size figures, note; 
ARB, assume an advertiser spend: 
$500 and reaches an estimated 100, 
000 homes. Allowing for variability 
this could mean anywhere fron 
80,000-120,000 homes, without affecl 
ing the true cost estimate. With ttv 
current method, 80,000 homes give 
a cpm of $6.25 while 120,000 home 
decreases the cost to $4.17. 

Family viewing in the New York me 
ropolitan area is up six per cer 
over the 1960 daily viewing averag 
of about five hours. 

This was the salient finding of 
special study conducted by Lav 
rence Pollock, research and sale 
development director of WABC-T 
utilizing Nielsen rating informatio 
Other highlights: 

• Some 1,100,000 New York fan 
lies own two or more sets. 

• Biggest viewing increase was 

(Continued on page 56) 



8 JANUARY 19(1 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


8 JANUARY 1962 

Copyright 1962 



FCC chairman Newton Minow aimed two hard blows at those who have been 
claiming to discern a softening of his attitude toward broadcasters and broadcast- 
ing: the alleged White House-dictated change was nowhere in sight, either in Min- 
ow's San Francisco speech or in his annual report. 

Annual reports are usually innocuous affairs, dealing with major past accomplish- 
ments and speaking in general terms of future problems. Minow included all of this, but 
wrote a section which put a great deal of stress on the toughening regulatory attitude. 

Among all of the statistics cited, by Minow's clear intention one set stood out. He 
underlined the fact that 20 stations had been put on short-term license renewals in 
1961. He went so far as to cite a case which is still in the preliminary stage, the hearing 
examiner's recommendation that the WDKD license be cancelled because of alleged obscen- 
ity and over-commercialization. There was a clear warning that 1961 was only a beginning 
in this move toward tighter regulation. 

As 1962 began, there was little doubt that Minow had merely been giving 
broadcasters a breathing spell: this amounted to a pause to permit steps already 
taken to sink in, before new moves are undertaken. 

Things could get considerably worse before they get better. There will be no need for 
idle speculation and rumors about White House backing for the Minow position or secret 
directives to tone down. By May, or June at the latest, there will be irrefutable evidence. 

On 30 June, the term of John S. Cross as an FCC commissioner comes to an end. It 
will very likely be quite simple to figure where the White House stands on Minow and his 
policies from the identity and the beliefs of the nominee for the 7-year term begin- 
ning on 1 July. 

As a usual thing, a commissioner wishing reappointment switches in his voting over 
toward the position of the administration which will do the appointing. Cross has not, how- 
ever, appeared to do any shifting from his moderate position. He has favored more inter- 
vention in the business of broadcasting than Hyde and Craven, but considerably 
less than Minow and Bartley. He did back Minow in the FCC reorganization contro- 
versy, when the broadcasting industry was united against the chairman. 

However, it is considered unlikely at this point that Cross will be reappointed. This 
would leave the way open for appointment of a strong Minow man, which would mean 
full White House backing for the chairman, or for appointment of somebody more moderate 
in his opinions, which would mean just the opposite. Time will tell, and not too much time 

Incidentally, the Craven term ends on June 30, 1963, and at this stage of the game 
Craven appears to have no chance whatever of reappointment. This would lose 
broadcasting one of its two most effective friends on the FCC. It could give Minow 
complete control of the FCC, adding the Minow-Bartley votes to those of the two new 
appointees. That is, if Minow still does ride high in inner White House circles. 

Rep. Oren Harris (D., Ark.), chairman of the House Commerce Committee, 
appears to be completely out of the crusading business for 1962: however, the 
Senate Commerce Committee is a question mark at this stage. 

The House Committee will busy itself with allocations matters. Although the noise will 
be just as loud, it will not be calculated to shake the broadcasting industry. This time, the 
FCC will itself be on the pan. {Please turn to page 53) 

8 JANUARY 1962 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


8 JANUARY 1962 

Copyright 1962 



Although network cartoons were hardly an unblemished success this season, 
on the local-regional end cartoons have been growing steadily and new product 
or new syndication availabilities will flourish in 1962. 

Two distributors with national ambitions are ITC and King: ITC has Kozmo, made 
by Paramount, and King has three new series based on its newspaper comics. Should net- 
work and national spot negotiations fall through, it's always possible either or both of 
these distributors would try the syndication route. # 

For syndication, Screen Gems will bring out Touchay the Turtle, its first non-na- 
tional Hanna-Barbera cartoon series; it contains three animal characters. 

NTA is expected to announce a new syndicated cartoon series later this month. 

Already available in syndication are off-network re-runs of Tom Terrific, brought 
out by CBS Films; they were seen on Captain Kangaroo on CBS TV. Another off-net 
work cartoon, already on sale, is ABC Films' Casper, originally on Matty's Funday Funnies 
on ABC TV and culled from post-1950 Paramounts. 

MGM's Billy Bang Bang — not cartoons but re-tracked silent westerns — has jusl 
been released and is intended for much the same programing use as the cartoons. 

ITC's two series, Diver Dan and Supercar. are puppets rather than cartoons but theii 
use, too, is similar to cartoons. Screen Gems has acquired a special "doll" process and ha; 
rights to use Laurel & Hardy and the Marx Brothers characters in non-cartoon an 
imated productions. 

National spot and regional cartoons are booming at the moment: Kellogg nov 
has three Screen Gems/Hanna-Barbera national spot series and Lay's Potato Chips is usin: 
CBS Film's Deputy Dawg regionally for a second year. 

Other distributors insist that the older theatrical cartoons aren't used up because th i 
children's audience changes so quickly. Seven Arts notes that almost 36 million childrei 
grew into the 4-10 viewing age group in the past decade, 5 million of them in th 
last 18 months. 

Texas State Optical (EWR&R), not restrained from using tv by any pn 
fessional codes in its area, will begin its sixth year as a Ziv-UA user. 

The company has estimated it obtains 75% of its clients through tv; in 1960 V 
tv efforts led to the sale of almost 10% of the contact lenses sold throughout the nation. 

The optical company bought KMID-TV, Midland, and KFDX-TV, Wichita Falls, ft 
Everglades and KENS-TV, San Antonio, for Ripcord; more markets will be added. 

Another multi-market buy of Everglades was by Red Bud Food Stores (Beindoi 
Beck & Whittaker; Oklahoma City) on KWTV, Oklahoma City, and KOTV, Tulsa. 

A select list of hardy syndication perennials has been weeded out over 
years — shows that keep going for ten, even twenty re-runs, in good health. 

Jim Victory, sales chief of CBS Films, predicts Phil Silvers will join Amos 'n' Ant 
and the Honeymooners as a classic of this type. 

Incidentally, it's understood that two national advertisers with new products are dickf 
ing for small regionals of Phil Silvers at the moment. 




FILM-SCOPE continued 

Several additional post-1948 movie packages are going into syndication. 

This week Seven Arts released 41 more Warners features, Volume III. The first two 
groups are now reported in 118 and 83 markets, respectively. 

MGM just before the close of the year brought out a second group of post-1948 features, 
pre-sold to WOR-TV, New York; WGN-TV, Chicago, and the six Triangle stations. 

UAA will probably have an additional package of UA features shortly. 

The Universal post-1948's — not yet released to tv — are a major factor in the talks going 
on currently between Universal and MCA. Negotiations also involve possible MCA-Univer- 
sal cooperation in theatrical film production, as well as tv distribution of the post-1948 Uni- 
versal backlog. (Screen Gems handles their pre-1948's for tv.) 

Storer Programs' third syndicated entry may be a half-hour series on com- 

Its two present series are Divorce Court and Men of Destiny. 

Storer recently held its first sales meetings under its new general sales manager, Jacques 


{Continued from page 51) 

Harris has promised full hearings both to the clear channel stations and to the 
stations and communities which will lose vhf tv assignments under the Commis- 
sion's deintermixture policy. 

The FCC decided to permit additional radio stations on 13 of the 25 clear channels. 
Theory here is that the added stations can bring radio service to areas which currently are 
underserved, principally the mountain areas of the West. 

Clear channel stations lodged a number of objections, backed by some legislators. One 
was that it would be uneconomic to operate high-powered stations in the areas to which they 
would have to be assigned. Another was that there would be certain loss of service in some 
areas and gains in the "white areas" would be questionable. They urge "super pow- 
er" as a better answer. 

The eight communities which would lose single operating vhf tv stations in order to 
make eight new "uhf islands" all complain that they are being penalized with "an inferior 
service." It would appear that the chief sufferers from the publicity sure to arise will be 
uhf tv and those who back it. 

The Senate Commerce Committee, which had tentatively promised a number 
of probes of its own, is now marking time. 

Certain to concern both this Committee and the House Commerce group are such mat- 
ters as network regulation, proposed changes in the political equal time requirements, all 
channel tv set legislation. 

Beyond that, the Senate Committee will want to see how the FCC moves with 
respect to tv programing, option time, etc., before it sets hearings. 

As the generals like to say, the situation is still fluid in Congress. This could turn out 
to be a very active year with respect to hearings and investigations of broadcasting. On the 
other hand, the two Commerce Committees might just possibly permit the limelight to swing 
to the Dodd subcommittee and its headline probe of crime and violence on the air. 

ONSOR • 8 JANUARY 1962 53 

A round-up of trade talk, 
trends and tips for admen 


8 JANUARY 1962 

Copyright 1962 



If any agencies think that ABC TV is disgarding its practice of making the pro- 
gram portion of a package price net plus 15% commission, they're headed for 

Some agencies have been insisting that the program rate like the time and networking 
charges be set at a gross commissionable figure so that the commission yield to them 
would be uniform all around, which, in effect, would be 17.6%. 

Chesebrough-Pond won't confirm or deny reports that its candidate for the sustained 
action decongestant sweepstakes, Nitedri, is being put in drydock for this cold season. 

The product's been tested in some markets via Esty. 

A fast burgeoning facet of the cosmetic field — and one in which tv plays an 
increasingly potent role — is milady's fragrances. 

They're now grossing around $150 million retail among the advertised brands, with 
Avon accounting for $85 million and Lanvin about $22 million. 

Incidentally, Avon's 60,000 door-to-door saleswomen deliver an estimated $250-260 
million into the company's coffers annually for the entire line. 

Things you can bet won't happen during 1962: 

• On switching its account an advertiser will issue a statement explicitly making the point 
that the other agency had laid an egg. 

• Agencies that contended for, but didn't get, a juicy piece of business telling the trade 
it was a case of where the best man won out. 

• A stationman cautioning his rep against making switch pitches. 

• A rep admitting that he's been dickering around for a merger. 

• Timebuyers collectively protesting against the introduction of automation in their func- 
tion, arguing that it's basically an agency promotion gimmick. 

• Tv networks scorning the opportunity to crow over leadership in average (night or 
daytime) audience according to the lastest rating report. 

Look for a series of explosions in 1962 against the ARF from independent re- 

It's become important in the field of promotional research to have an impartial author 
ity behind you, and the independents don't cotton to the idea of more and more pros 
pective clients going to the ARF for its approval of a proposed research project. 

Upper-crust titles keep piling on at the larger agencies, with the result tha 
the badge of vice-president has less and less glitter. 

What it used to be: a chairman of the board, a president who doubled as genera 
manager, and then came the vice-presidents. 

Now you've got the chairman, the president, a battery of executive vice-president 
(each heading up main functions), senior vice-presidents who preside for managemen 
over a group of accounts or a single major account, and then the parade of v.p.'s, who? 
authority on the account side varies. 

In other words, the v.p. can be in charge of one big account, or one fair-sized accour 
or a piece of an account. 



8 JANUARY 196 

A/hat faiTIOUS Communicator Said What? Here are three little words that say a mouth- 
j|— and yet say nothing at all! To continue the paradox, there's a bit of a "twist" to their author's first name, 
s for his surname, it's precious and common— reading from left to right! Thoroughly confused? Now tackle 
lose three initial letters SGC— then look below to see how smart you are. 

>n the subject of famous communicators, the letters WWDC have long spelled radio leadership in the rich, 
/er-expanding Washington, D. C. 5-county metropolitan area. Leadership in listeners— in programming— in 
ersonalities— in dollars-and-cents results to advertisers. Let us communicate your sales message. 


: o Washington 

. . . the station that keeps people in mind 

Represented nationally by John Blair & Company 

And in growing Jacksonville, Fla., it's WWDC-owned WMBR 



•ONSOR • 8 JANUARY 1962 

„}U3SU03 S3AI9 9ou3|!S,,-m!msp|09 jaAiio 



(Continued from page 50) 

the afternoon, up 20%. 

• Prime nighttime viewing rose 
eight per cent. 

• Viewing from 11-11:15 p.m., 
where news is the main bill of fare, 
rose a substantial 13% over 1960, an 
indication of the heightened public 
interest in the world situation. 

Financial report: Wometco Enter- 
prises, whose diversified interests 
include four tv stations and one ra- 
dio outlet, presented a healthy finan- 
cial picture to the New York Society 
of Security Analysts with a long- 
range view to obtaining a listing on 
the New York Stock Exchange. Pres- 
ident Mitchell Wolfson told the 
analysts that per share earnings for 
1961 are expected to be $1.30, vs. 
$1.01 in 1960 and that operation 
gross income should approximate 
$15,300,000, an increase of 20% over 
the previous year. 

dale to the board of directors of 
Martin Theatres of Georgia, Inc. and 
to v.p. in charge of WTMA (TV), 
Columbus . . . Irving Wilson, eastern 
division sales manager, to general 
sales manager at WGN, Chicago . . . 
Robert L. Tuttle and Paul S. Wat- 
son to sales and operations director 
respectively at WCCB-TV, the new 
Montgomery, Ala., station due to 
start operation on 1 February . . . 
N. Thomas Eaton to vice president 
of news at WTIC-TV, Hartford, and 
its radio counterparts . . . William 
J. Early to sales account executive 
at KDKA-TV, Pittsburgh . . . George 
Moore to vice president-sales man- 
ager at WRGP-TV, Chattanooga . . . 

Radio Stations 

Ben Strouse, president of WWDC, 
Washington, D. C, surprised the 
members at the December meeting 
of the Washington Convention and 
Visitors Bureau by playing and dis- 
tributing a recording dedicated by 
the station to the Capital. 

Lyrics for the song — "Washington, 
My Home Town," were penned by 

WWDC's Norman Reed, with the vo- 
cal by Terry Lee and music by Euel 

The station hopes to establish its 
original song as one of the top tunes 
of 1962. 

Personal greeting: New Year's Eve 
festivities over WFBR, Baltimore, 
came under the friendly auspices of 
The Joseph Katz Company, a local 
4-A agency which bought six hours 
of air time to wish its clients sea- 
son's greetings. At regular intervals 
a different client was saluted in a 
40-second spot, interspersed with 
eight-second Happy New Year mes- 
sages recorded by members of the 
agency staff. 

Richard Waffle to program director 
at WVIP, New York . . . Vicki Pigeon 
to director of public relations and 
promotion for WCKY, Cincinnati . . . 
Wayne (Red) Williams to executive 
v.p. of BFR Broadcasting Corp., own- 
ers and operators of WLOL, Min- 
neapolis-St. Paul . . . Danny Martin 
to director of creative services for 
the Gordon radio group and Gordon/ 
Wagner Associates, San Diego . . . 
Neil R. Bernstein to WFBR, Balti- 
more, as director of advertising and 
sales promotion . . . John C. Moler 
to general manager of WMGM, New 
York . . . Lon Boutin to sales man- 
ager at KDAY, Los Angeles . . . 
Robert Di Mattina to sales service 
manager at WCBS, New York . . . 
L. D. Bolton II to assistant general 
manager at WKRC, Cincinnati . . . 
Philip Norman to director of mer- 
chandising for KNX, Los Angeles, 
and the CBS Radio Pacific Network 
. . . Justin Brawshaw to director of 
station relations at Broadcast Mu- 
sic, Inc. . . . Charles S. Gerber to the 
board of directors of WTOW, Inc., 
owners of WAQE (AM & FM), Tow- 
son, Md. . . . Parker R. Daggett to 
vice president at Commercial Re- 
cording Corp., Dallas . . . Marvin H. 
Astrin to general sales manager at 
WGN, Chicago . . . M. Earle McDon- 
ald, II, to the new post of regional 
sales manager at WRVA, Richmond 
. . . Hal Levin to account executive 
at WINZ, Miami . . . Ken Marston 

to general manager of The Dixie 
Network ... Ed Samra to the sales 
staff at WOOD, Grand Rapids . . . 


An unusual salute to sell the radio 
industry, putting aside the competi- 
tive factor, was sponsored by KZAM 
to mark its entry into the Seattle fm 

Working down the list alphabeti- 
cally, the station put together spots 
that featured each station in the 
area. In addition, competitors were 
asked to send over a specially pre 
pared tape giving an hour sampling 
of their programing or, if the; 
wished, a disc jockey to do a shov 
on KZAM between 2 and 3 p.m. 

Monte Strohl, president and gen 
eral manager, said "our sole pur 
pose was to demonstrate that radii 
as an industry has a lot to sell . . 
I'd like to see this become a regu 
lar feature of National Radio Monti 
throughout the country." 

Of the 14 am stations and 11 fn 
stations in Seattle, only one decidei 
against taking part in the promotior 

Thisa 'n' data: WQXR, New Yort 
which now broadcasts in FM stere 
21 hours a week, is the latest statio 
to publish a promotional booklet o 
the method. It's called "FM Sterec 
the facts" and is being offered fre 
to listeners and leading dealers i 
the metropolitan area. 


MBS has been granted FCC permi 
sion to operate 12 special short-wa\ 
transceivers for use in the recove 
area for the projected first astrona 
orbital flight in the "Project Me 
cury" series. 

Because Mutual is the only a 
radio network in the broadcasts 
pool, it's been assigned the 300,0 
square mile recovery area. The pi. 
is to link the transceivers to ea 1 
of the other networks and the NA! 
master control unit at Cape Can; 
eral via a double-looped circi 
spanning 5,000 miles to insure re? 



ability of newsmen reporting from 
i/arious points. 

NBC TV's latest communique on its 
dominance in the nighttime rating 
picture is based on the December II 
Nielsen report. 

Figures for the period show NBC 
with a 20.3 rating, 26% ahead of 
:BS and 22% over ABC. Unique 
eature of the report: it's the first 
ime CBS has dropped to third place. 

The figures are for the average 
ninute, 7:30-11 p.m. Monday through 
: riday and 7-11 p.m. on Sunday. 

Jone independent: After 18 years of 
etwork affiliations, WJW, Cleveland, 
as severed its connection with NBC 
nd is now featuring the program- 
ig services of Total Information 
lews and Beautiful Music. Several 
dditions to the news staff have also 
een made at the Storer station, 
here are five other independents 
i the Cleveland radio market and 
Vo network affiliates. NBC has not 
3t made a new agreement to re- 
'tace WJW. 

ew affiliates: Four stations ushered 
i the new year as affiliates of the 
utual radio network. In addition 
" KHJ, Los Angeles, which rejoins 
:ie lineup after a two-year absence, 
e WTMA, Charleston, S. C, WDAL, 
eridian, Miss., and WBLY, Spring- 
bid, Ohio. 


jp appointments: KOLO, Reno, 
iDRK, Las Vegas, KFSA, Fort Smith, 
Ik., KGNS, Laredo and KOKL, Ok- 
ulgee, Okla., to Venard, Rintoul & 
IcConnell for national sales . . . 
*BFM, New York, to Weed Radio 
W national representation. 

!ck Gurley to TvAR account execu- 
te .. . Peter Mead to the research 
|d promotion department at Katz 
Russ Barry to account executive 
CBS Television Stations National 
iles, Chicago . . . Howard H. Marsh 
1 account executive at TvAR . . . 
'irry J. Durando to radio account 


executive at George P. Hollingbery 
. . . Kevin O'Sullivan and Edward 
Ryan to the New York office of Har- 
rington, Righter & Parsons . . . R. 
David Borah to assistant to the busi- 
ness manager of CBS Television 
Stations National Sales . . . Kenneth 
G. Fuller to the San Francisco tv 
sales staff of Katz. 


Seven Arts has put its third group of 
post-1950 Warner Brothers films on 
the tv syndication market. 

Included in the group are "Mister 
Roberts" and "Battle Cry," and 25 
of the 41 pictures are available for 

The first group, released in Oc- 
tober, 1960, is now in 118 markets 
and Volume 2, released in May, 1961, 
is sold in 83 markets. 

Thisa 'n' data: The first fruits of 
Desilu Productions' entry into live 
tv programing will be two daytime 
game shows — "Zoomar" and "Focus" 
— currently in preparation. Heading 
the new live division are Ralph An- 
drews and William F. Yagemann. 

Another subscriber: Television Affili- 
ates Corp., the Trans-Lux division 
formed as a co-op for station-pro- 
duced shows, has added WRAL-TV, 
Raleigh, N. C, to its list of producer 
stations. Contribution will be a 
series of opera performances in Eng- 
lish by the National Opera Company. 

Sales: George Bagnall & Associates 

has scored 30 station sales for its 
new series, "Space Angel" . . . Ziv- 
UA sold "Everglades" to a half dozen 
new clients, including Scrivener- 
Stevens Co., KWTV, Oklahoma City 
and KOTV, Tulsa; Gustafson Dairy, 
WFGA-TV, Jacksonville; Northeast 
Motors (Rambler Dealers) and Mas- 
ter Craft Homes, KNOE-TV, Monroe; 
WTVJ, Miami and KXTV, Sacramento. 

Kinney to J.F. Films as vice presi- 
dent in charge of sales . . . Christy 
Walsh to vice president at United 
Film Laboratories . . . Marvin Lowe 

to north central division sales man- 
ager at Screen Gems. 

Public Service 

Evidence of the growing interest in 
public service among stations: the 
Ivy Broadcasting Company has 
formed a board of trustees made up 
of people active in community af- 
fairs to advise on programing in that 

The trustees will meet every week. 
Ivy owns and operates two am sta- 
tions and five fm stations in upstate 
New York and is an applicant for 
permission to construct and oper- 
ate channel 13, Rochester, and chan- 
nel 9 in Syracuse. 

Public Service in action: 
Louise Morgan, star of WNAC (AM 
& TV), Boston, was appointed radio- 
tv chairman of the 1962 Heart Fund. 
. . . WIIC (TV), Pittsburgh, won the 
Sigma Delta Chi Golden Quill Award 
for the most outstanding public serv- 
ice program in the Pittsburgh area 
during 1961, for "Divided We Stand," 
which dealt with a variety of religi- 
ous experiences . . . WRGB, Sche- 
nectady, N.Y., won a special citation 
from the Heart Assn. of Albany Coun- 
ty for its 60-minute telecast of an 
actual operation on a seven year-old 
girl . . . The six general managers of 
ABC's owned and operated radio 
stations recorded messages for 
broadcast over Radio Free Europe 
to Iron Curtain countries during the 
holiday season . . . KWK, St. Louis, 
sent out a plea to listeners for trad- 
ing stamps and collected over a mil- 
lion which were used for toys for 
needy children in the community 
day care nurseries . . . "Public serv- 
ice project of the Month" at KABC, 
Los Angeles is the Foundation for 
the Junior Blind . . . KOB-TV, Albu- 
querque, devoted every station break 
over the New Year weekend to pro- 
moting driving safety. Each ID fea- 
tured a picture of fatal auto acci- 
dent that occurred in the state dur- 
ing 1961 . . . WBKB, Chicago, re- 
broadcast "The Heart Story," a study 
of Michael Reese Hospital's re- 
search, in commemoration of the 


late John H. Mitchell, former gen- 
eral manager and ABC vice presi- 
dent who died recently. An appeal 
was made in his memory for con- 
tributions to the Heart Fund. 

Trade Pates 

The National Advertising Agency 
Network has scheduled its 1962 re- 
gional meetings. 

The eastern group will meet 2, 3, 
4 February at the DuPont Hotel in 
Wilmington, Delaware. The Midwest 
meeting is set for 9, 10, 11 February 
at the Whittier Hotel in Detroit. 

The editorializing committee of the 
NAB has laid preliminary plans for 
a public affairs editorializing con- 
ference on 1-2 March. 

The seven-man committee also 
voted to revise and expand the NAB 
handbook on the topic, including a 
new section setting forth a code of 
ethics for on-the-air editorials on po- 
litical candidates and issues. 

The 1962 Annual meeting of the 
A.A.A.A. will be held on Thursday 

through Saturday, 26-28 April. 

The place is The Greenbrier, White 
Sulphur Springs, West Virginia. 


In a detailed forecast of operation 
levels in the tube and semiconduc- 
tor segment of the electronics in- 
dustry, EIA president L. Berkley 
Davis said 1962 shipments should 
hold to about $1.4 billion due to con- 
tinued pressures on prices and in- 
creasing foreign competition. 

Semiconductor sales are not ex- 
pected to surpass the $525 million 
mark, he said, but electronic tubes 
are estimated to reach about $850 

The total market for television pic- 
ture tubes should be about $254 
million. Color tube sales are esti- 
mated at 300,000 units for new sets. 

Despite a dip in output of tv and ra- 
dio receivers, October was the sec- 
ond highest production month for 
both types of consumer products, 
ranking only behind September. 
Totals, according to the marketing 

Reserve Now for NAB Convention 
April 1-4, 1962 — Chicago, Illinois 


Michigan Ave. at 8th St. Across from Conrad Hilton 
Chicago— WE 9-2800— TWX-CG82 

• Closest motel to all 
convention centers, com- 
mercial and shopping 
areas, theatres, 
museums, art centers, 
and concert halls. 

• Free motel parking, 
in-and-out privileges. 

• Heated 
swimming pool. 

• Free TV, radio, ice cubes, 
wake-up coffee. 

• Complete group meeting 
facilities for up to 

500 persons. 

• 24-hour switchboard, 
valet and room service. 


All credit cards honored; member 

of AAA, Best Western Motels. 

Reservations Quality Courts. 

Write now for reservations, Dept. 7 7. 

Airport limousines slop at our door. 

data department of EIA, showed 
620,815 tv sets produced in October 
(vs. 694,580 during September). To- 
tal tv output during the first 10 
months of the year was 5,014,583, 
just ahead of the 4,873,120 for the 
same 1960 period. 

October radio production stood 
at 1,796,391, compared with 2,048,698 
in the previous month. Cumulative 
output for the year remained behind 
1960, with this year's total 13,797,879 
vs. 14,135,937 in 1960. 

Expansion: Amphenol-Borg Electron- 
ics Corp., which recently opened two 
new plants in England and West 
Germany in addition to its other 
overseas operations in Britain and 
Canada, is considering opening 
plants in Japan, Brazil and Australia. 
Target date for the start of the ex- 
pansion is late 1962. 

New products: Fisher Radio Corp. 

New York, has a new fm tuner de 
signed specifically for professiona 
broadcast station use as a transmis 
sion relay and monitoring unit. 

Thisa 'n' data: Argus Cameras, ; 

keting subsidiary of Sylvania Elec 
trie Products, is starting a new sale; 
training program for dealer sales 
men. Beginning 15 January, all sales 
man will be equipped with a tran 
sistorized tape recorder that fits it 
the palm of the hand. Slides will b 
used to produce audio-visual trair 
ing sessions for store personnel. 

Sales: Ampex Corp., Redwood Cit> 
Calif., has scored its first outsidf 
U. S. sale of a Videotape mobil 
cruiser. Buyer is Telesistema Mex 
cano, Mexico's major tv network an 
the world's largest privately-owne 
tape operation . . . Television Zoom; 
Co., New York, sold SUPER UN 
VERSALS to NBC (5), Corinthian (2 
WDSU, New Orleans (1), Taft (1 
KTVK, Phoenix (1), and Sao Paul 
Brazil (1). 

Dernbach to v.p. and supervisor 
nuclear and metallurgical accoun 
at Molesworth Associates adverti 
ing agency . . . James McLaughl 
to v.p. in charge of marketing 
Webcor. % 



8 JANUARY 19< 


(Continued from page 29) 

sports are most popular. 

• The preferred format is a five- 
minute program with a one-minute 

• Favored frequency is year- 
round, followed hy 13-, 26-, or 30- 
week schedules. Seasonal flight cam- 
paigns are next-preferred. 

• The two major objectives of the 
oil companies in using radio are (1) 
association with local dealers and (2) 
constant stress of a slogan or jingle. 

Oil company executives were asked 
what radio "does best for you." 

Most answered along a media pur- 
chase theme. They like radio's low 
cost, its ability to pinpoint automo- 
bile drivers, its ability to give product 
dentification through high frequency 
>md saturation, its flexibility, its 
juick availability. Also important is 
adio's ability to tell listeners spe- 
ifically where to buy. 
, Most oil companies are regional 
narketers. They outline as their ma- 
or marketing problems in face of 
changing competitive conditions: (1) 
ow profit margins because of stiff 
ompetition, and (2) the need to 
naintain brand-name identity. Most 
companies indicate radio helps in 
ihese vital areas because of its eco- 
nomical cost ratios. 
: Agencies. Answers from agencies 
ervicing oil company accounts, of 
ourse, follow similar patterns. 

Most agencies place gasoline busi- 
ness on a regional or local level rath- 
r than national. They report that 
adio lags behind tv, magazines, and 
utdoor in share of total budget, but 
purts ahead of newspaper and 

, Agency men in shops that use mod- 
rate or large amounts of radio say 
t's mainly because (1) radio pro- 
ides adequate year-round exposure, 
nd (2) radio reaches far into local 

In shops where a minimal amount 
f radio is used, admen say it's be- 
ause (1) the client has a small 
udget, or (2) he has limited local 

Marketing problems crop up here, 
po. Agency men say the worst ones 
re (1) working for companies with 
pattered distribution, and (2) the 
ifficulty in demonstrating product 

ifferences in the advertising. 

Agencies, too, are concerned with 

competition in the gas/oil price wars, 
inferior low-price products, consumer 
convenience in terms of station loca- 
tion, and dealer attitude toward con- 

To solve these problems, admen 
think radio could help most in cover- 
ing scattered locations and by stirring 
interest in what is basically a line of 
non-emotional products. 

In analyzing the actual radio buy, 
admen say their choice between an- 
nouncements and programing is 
about evenly divided, but they do 
prefer day times over night periods. 
Commercials are about evenly split 
between live and transcribed, with 
steady schedules preferred over 
flights. Short and long copy are 
about even in favor, but the hard sell 
approach has a slight edge over the 

Radio stations. Most stations say 
that in sheer strength of numbers 
most of their business is bought 
locally. However, in the area of gaso- 
lines purchased on regional sched- 
ules, the bigger stations — though 
fewer in number — appear to get a 
bigger share of their total business 
from this source. 

Questioned as to oil and gas ac- 
counts on the air last year and this 
year, stations report that in the na- 
tional and regional categories busi- 
ness has been about the same. But 
they say there's been a significant 
gain in business of local origin. 

Scheduling patterns emerge in this 

• In programing, live local and 
participation shows appear to be the 

• Minutes are the most popular 
commercial length, with live and 
transcribed running about even. 

• The preferred frequency ranges 
from 10 to 25 spots a week per sta- 
tion, on a contract length of 13 weeks 
or TF ('til forbid). 

Stations, asked what oil companies 
are doing wrong in radio advertising, 
suggested as their major criticisms: 

• Failure to understand radio's 
power as a local medium. 

• Too much emphasis on big re- 
gional stations. 

• Failure to use popular local air 

• The need to increase local co-op 

• Too much in-and-out or flight 
buying. ^ 


{Continued from page 31) 

message via radio in the following 
"long-range development" markets to 
which it ships frozen baked goods: 
Syracuse, Rochester, Buffalo and Ge- 
neva, all New York; Norfolk and 
Richmond, both Virginia; Charlotte, 
N.C.; Pittsburgh; Cleveland; Detroit; 
and Augusta and Waterville, Me. 

Presiding over the Arnold Bakers 
organization are Paul Dean Arnold 
and his wife, Betty, who created the 
company back in 1940. In a New 
Yorker "Profile," (14 December 
1957), Mr. Arnold is attributed with 
"highly volatile energies," on which 
his spouse acts as a "brake or steady- 
ing influence." 

The Arnolds went into business for 
themselves after he left National Bis- 
cuit Co., (where he had been advanc- 
ing since the early 30's), because 
allergy to, of all things, flour, made 
working conditions impossible for 
him. His wife talked the National 
Biscuit president into firing him, to 
put him out of his misery, and with 
$600 in severance pay, the Arnolds 
launched their operation. 

From the humblest of beginnings 
they built a baking business that 
grossed $10 million in 1957, and is 
considerably larger now. They con- 
tinue to use the same quality ingredi- 
ents — unbleached spring wheat flour, 
honey, butter and eggs — with which 
they set a baking precedent. And 
they've gone on from their several 
varieties of Brick Oven and Hearth- 
stone bread to market barbecue buns, 
cubed poultry stuffing, hot dog buns, 
several kinds of butter rolls, butter 
crumpets, and a dozen varieties of 
cookies. ^ 


(Continued from page 33) 

The Festival was organized in 1960 
with the help of sponsor. Advice and 
promotional aid is provided by such 
organizations as the Advertising Fed- 
eration of America, the 4A's, Ameri- 
can Women in Radio & Television, 
Association of National Advertisers, 
Directors Guild of America, Film 
Producers Assn. of New York, Motion 
Picture Editors Local 771, Radio & 
Television Executives Society, Screen 
Cartoonists Local 841, Screen Actors 
Guild, Screen Directors International 
Guild, the Code Authority-NAB, and 
Television Bureau of Advertising. ^ 



enter your 




$8 for 1 year 
$12 for 2 years 

Tv and radio 


Marvin H. Asrrin iD and In 
Wilson were named general sale 
managers of WGN radio and tele " 
vision, respectively. Astrin, whi t" 
had been western division sale 
manager of the Chicago outlel j 
joined the radio staff in 1957 afte 
some time at BBDO and Tatham-Laird. Wilson joined WGN-TV h 
1958, left in early 1960 to join CBS TV and returned a year later t 
manage the eastern division sales office. He began in advertisin 
with the Biow Co. and from there moved to Benton & Bowles. 

Michael Membrado has been promoted 
to sales manager at The Katz Agency in a 
general re-assignment which involved sev- 
eral new appointments. Membrado will 
oversee the eastern group of tv stations 
represented by Katz, reporting to Scott 
Donahue, vice president for television 
sales. Membrado first joined the Katz or- 
ganization in 1954 as a buyer. He had 

previously been with Cunningham & Walsh for four years in medi 
research and as a timebuyer. His past post goes to Frank McCani 


William Crawford has been appointe 
the new vice president of the Buckle; 
Jaeger Broadcasting Corp., owner 
WDRC (AM & FM) in Hartford, Com 
Crawford had been general manager of tl 
station for over a year. Before launchii 
his Hartford career, he spent many yea 
in the New York broadcasting field, 
was sales manager of WOR and, prior 
that, director of sales at WNEW-TV, New York, and WNTA-T 

-^ £* 

William A. Harrman has joined Hicks & 
Greist as a vice president, director of mar- 
keting, and member of the executive com- 
mittee. He's switching over to the New 
York agency from the same post at Rich- 
ard K. Manoff. During his entire advertis- 
ing career, Hartman has specialized in the 
marketing and merchandising of food 
products, drugs, and packaged goods. Be- 
fore joining Manoff, he was marketing and merchandising dii 
of Doyle Dane Bernbach and new products mgr. of Vick Chemic 




frank talk to buyers of 
air media facilities 

The seller's viewpoint 

t's time to retaliate broadcasting's criticism and document the selling job 
nd public service it does, says Robert W. Ferguson, executive vice presi- 
ent and general manager of WTRF-TV, Wheeling, W. Va. Ferguson has 
een in broadcasting since 1947 when he became general manager of Tri- 
'ity Broadcasting Co.'s WTRF {AM and FM). In addition to station duties, 
e's now president of the West Virginia Broadcasters Assn. and a member 
f the NBC TV Affiliates Board of Delegates. He recommends the Tv Code 
s one way advertisers can be assured of a high degree of performance 
nd service by stations and effectiveness of their commercial messages. 

Tv Code and tv station image 

or too many years free television has been slugged with 
iticism from everyone, from pay tv to PTA. I feel it is 
propitious time to retaliate and document the services that 
evision, and particularly local television, provides to the 
mmunities it serves, as well as the massive selling job 
does for advertisers. Despite the tremendous effort most 
itions put into their operations to promote and create a 
[ling stance for the enormous variety of products ad- 
rtised. the individual station has been one of the sitting 
■gets of some advertising agency executives and of some 
okesmen for such groups as the 4A's and the ANA 
lenever they sound off on television in general. 
Like any other business, the tv industry has its fringe 
erators; but like every other business the fringe opera- 
's in the tv industry are the exception and not the rule, 
r every station that over-commercializes or goes in for 
eap push-button programing with rates that match. 
?re are a hundred stations operating with responsibility 
their communities. 

would like to suggest to both the agencies and the 
>ups that represent them that if they wish to get the 
st out of the tv stations on which they advertise, they 
ke sure that they are advertising on a station that is a 
)scriber to the Television Code. In this way they can 
sure that the stations on which their products are ad- 
tised are well aware of their responsibility to their com- 
nity as well as to their financial supporters. 

have heard some agency people brag, from time to 

e, about the great "deals" they were getting around 

country, including triple spots in prime time — only to 

rn later that they were not happy with the results of 

their "deals." I'm sure that if they had been dealing with 
a station that was a member of the Tv Code, they would 
have received full value for the expenditures. 

As a station operator it is often discouraging to hear a 
responsible member of the advertising field publicly make 
slurring statements about the television industry, using 
unusual examples to tar the entire industry with the same 
broad brush. 

It is discouraging because stations spend a tremendous 
amount of time and money to try to provide agencies with 
superior service in all areas. Stations spend substantial 
amounts for market research and information, merchandis- 
ing, product promotion, and other services to help move the 
products advertised on their stations. They try to protect 
advertisers wherever and whenever they can to make sure 
that the advertiser's sales message is made as attractive and 
effective as possible. Thev devote great time and energy to 
build their prestige through public service programing, 
community and civic promotion, to insure their programing 
and advertising will be accepted by these same communi- 

Consequently, it is disheartening to have criticism piled 
on the manv because of the actions of the few. The tv 
Code was originated to guarantee a high degree of per- 
formance and service and the stations that are members of 
that group prize the acceptance and prestige they have 
earned in their communities. I think that if the agencies 
took the time to insure that the stations on which they ad- 
vertise were members of this group, they would have little 
to worry about concerning the effectiveness or acceptance 
of their commercial messages. ^ 


8 JANUARY 1962 



Fax Cone's products for tv 

The recent speech by Fairfax M. Cone to the Magazine 
Promotion Group, in which the FC&B executive took the 
magazine profession to task, was widely reported in the gen- 
eral press. 

Most of the reports, however, stressed Cone's warning that 
"selling by the numbers" is an absurd tactic for magazines, 
and emphasized his advice to trie print media to know spe- 
cifically the nature of their audiences. 

Not generally reported by either trade or general press 
were some comments which Fax Cone made about the kind of 
products which need television selling. 

His observations are so pithy that it is well worth reprint- 
ing them here. He said, "There are certain areas in adver- 
tising and selling where the sheer size of its audience com- 
bined with the low cost of reaching it makes television an 
almost mandatory medium. 

"There are certain categories of products for which I 
would rather have television advertising than any other kind. 

"These are either products of frequent use where product 
differences have been made small by alert competitors (and I 
would want to keep my product name uppermost in the 
housewife's mind) or they are products of infrequent use 
when the job is to cover the waterfront for possible users as 
often as I can afford." 

As an example of a product of the first type, Cone cited 
the case of S.O.S. soap pads which turned to television, and 
succeeded in beating out Brillo. 

Says Cone, "Television made the difference because it 
reached so many people and held them long enough to win 
an argument they didn't know they had the slightest interest 

"This is what television does best, and I think to quarrel 
with it is to waste the time and money and the brains of able 

sponsor doubts whether all advertising men would agree 
with all of Fax Cone's reasoning. Television certainly does 
many other types of selling jobs superlatively. 

But it is heartening to hear a top ranking agency man tell- 
ing the print media of certain areas in which it is foolish 
for them to fight. W 


What'll ya have? Reduction in an 
nouncing and engineering staff b 1 
WRIT. Milwaukee, brought on b> 
automation, has had its repercussion 
at a restaurant near the station' 

The bartender was heard sardon 
ically to sav that the station had jus 
placed its beverage order for it 
Christmas party: 

"One pint of whiskey and fou 
quarts of oil." 

Knows the score: Tbe wife o 
Charlie Connerly, New York Giant 
quarterback since 1948, may do 
paperback version of her forthcomin 
"Back-Seat Quarterback.'' which <1< 
picts her experiences as the star 

She says that after sales of th 
hardcover version run their coursi 
she'll take on the paperback mark 
with a new title. "My 13 years as 
Pro." and a cover photo of herself i 
a negligee. 

Satisfied customer: The word froi 
WLBK-FM. Dekalb. 111., (born 1 
December) is that a lady phoned t 
sav she was picking up the station 
signal via channel 2 on her tv se 
When pres.-gen. mgr George Bi^ 
gar apologised to her for the incoi 
venience, she replied. "I'm not con 
plaining. I hear your fm exceptions 
ly well on channel 2 and I like it 

Minority appeal: In lamenting tl 
simultaneous presentation of NBC 
White Paper, "Khrushchev and Be 
lin." and ABC's "World Prospect 
1962" (both Tues. 27 Dec, 10-1 
p.m. EST), N.Y. Post radio-tv c« 
umnist Bob Williams had this to sa 
"The tv networks, often accus' 
of total dedication to mass audienc 
and utter neglect of minority intt 
ests, are not completely guilty. 
minority group has fared well ft 
quentlv this season — the two-head' 

Just in case: After his Broadw 
opening in "First Love." and bcf<> 
publication of the reviews. ITu: 
O'Brien, alias Wyatt Earp. stock 
up on sugar on his way out of Sard 

His explanation to his party: 
mar meet a horse and decide to ' 
hack into television." 



8 JANUARY 19! 

^orth Carolina's Grade A World 



exclusively providing City Grade 
coverage strength to the state's top 
metropolitan area, heart of WSJS* 
rich 33-county Piedmont market. 

Call Peters, Griffin, Woodward, Reps. 




December 1, 1961 

"I thought that 
the creative 
aspects of the 
dedication made 
it outstanding. 
The originality 
of the statue as 
well as the sym ■ 
phony set the 
tone of the 
creative vitality 
of the station. " 

S. J. Paul, 



TV Review 

Hartford Station Offers 
a Maxwell Premiere 



SYMPHONIC suite en- 
titled "The Broadcaster," 
by Robert Maxwell, the harp- 
ist and composer of "Ebb 
Tide," had its world premiere 
last night over television sta- 
tion WTIC-TV in Hartford, 
Conn. It is an imagina- 
tive and attractive work, 
which the industry might 
wish to embrace on a broader 

Mr. Maxwell was commis- 
sioned two years ago by 
WTfC to compose the suite 
especially for last night's 
dedication of the station's 
new Broadcast House on Con- 
stitution Plaza in Hartford. 

The first movement, "Ded- 
ication," was a little on the 
bland side. But the second, 
"Celebration — AM," contains 
a waltz that is lovely indeed 
and could be a hU. in itself. 
The third movement is en- 
titled "Meditation— FM." It 
has a gentle and haunting 
quality appropriate to the 
high fidelity and noiseless 
segments of the broadcasting 

The fourth movement, "An- 
ticipation — TV," is a vibrant 
march with a subtle and con- 
stant reiteration of brass 
ideally suited to the medium 
under consideration. 

Mr. Maxwell conducted the 
WTIC orchestra, the group 
with which he began his mu- 
sical career as a staff harp- 
ist. WTIC-TV, operating on 
Channel 3 and owned by the 
Travelers Insurance Com- 
pany, frequently can be re- 
ceived on the northeastern 
fringe of the metropolitan 
New York area. 

N. Y. TIMnS, NOV. 28, 1961 

New Suite 

The world premiere of a syn 1 
phonic suite, "The Broadcaster'' 
by Robert Maxwell, highlighted 
the program marking the dedi- 
cation of Broadcast House, v»v 
home of the Travelers Broad- 
casting Service Corp. in Constitu- 
tion Plaza Monday night. 

It is a work that reflects the 
spjrit of Broadcast House in more 
ways than one. The very fact 
that not many .stations have aid' 
cd the cause of music by coin- 
missioning a serious composi- 
tion, represents a service to that 
irt which cannot fail of appreci- 
A Symbolic Composition 

And in itself, "The Broadcast- 
er'-' attempts to catch up the 
various elements that make up the 
activities of Broadcast Hou#e. 
Us first movement, "Dedication," 
refers, of course, not only to 
last night's high occasion in the 
37 - years history of WTIC but 
also the station's aim of service 
to the community at large. 

The three remaining move- 
ments symbolize WTIC-AM and 
WTIC-FM radio, and WTIC-TV. 
They bear the titles Celebration, 
Meditation and Anticipation, the 
last looking forward to the sta- 
tion's future In television, its new- 
est service now four years old. 

"The Broadcaster" has been in 
the mind of Leonard J Patricelli. 

'. ice president of TV programs 
WTIC, for nearly two years, 
initiated the project of comrr 
sioning a new work of symphoi 
proportions. And it has been 
the mind and under the pen 
Mr. Maxwell, Its composer, 
most that long. 
Well Known In Hartford 

It was no mere chance I 
Mr. Maxwell was selected to co 
pose it. Sentiment, as well as 
sical capability, played a part 
the choice. Mr. Maxwell was 
in his teens when he came 
Hartford from New York in 1< 
and became a member of 
WTIC orchestra as staff harp 
Subsequently he received an 
point ment to the faculty of i 
Julius Hartt School of Music 

Later he became the young t 
musician ever to work under e> 
famous Arturo Toscanini. Siie 
then and up to now, he has bu 
a virtuoso with many orchests, 
and a composer of considers e 

"The Broadcaster" is scored r 
39 Instruments and runs some* 
minutes. Its style Is highly mel 
ic. and H has a lively rhythis 
pulse. As has been said, its i - 
tefial is programmatic to lea 
the particular occasion. But its 
judiciously and tastefully so, ;j 
not overweighted with scene-pa - 
ing. As music pure and simi . 
the score is neat, skilful and 
fective. At the same time it 5 
well - suited to the general a 
ience in its immediate imp 
and ready appeal. 

The performance, Under d 
tion of the composer, was poiJ 
throughout, and the whole pr-.- 
ier was enthusiastically receid 
by the first night audience. 



Two works of art, both commissioned in 1959 for the dedication of Broadcast House, new 
home of WTIC TV-AM-FM, were presented for the first time on November 27, 1961 on 
the occasion of the dedication of the new studios. 

A bronze, sculptured by Frances Wadsworth, was unveiled by Governor John N. Dempsey 
of Connecticut in the lobby of Broadcast House. Moments later, a symphonic suite by Robert 
Maxwell was premiered under the baton of the composer. 

WTIC • TV3 • AM • FM 

I lartford, Connecticut 

Broadcast I louse 

3 Constitution Plaza 





of Dayton Radio 

Check Pulse and Hooper . . . check 
ihe results. You don'l have to be a 
Rhodes scholar lo figure out why 
more national and local advertisers 
spend more dollars on WING than 
on any other Dayton station. WING 
delivers more audience and sales. 
Think BIG . . . buy WING! 

roberl e. easlman & co., inc. 


Ohio's 3rd Largest Market 


WEZE, Boston 
VVKIO, Louisville 
WING, Dayton, O. 
WCOl, Columbus, O. 
WIZE, Springfield, O. 


Ferment in retailing, 
new Philco campaign, 
portend fresh flow of 
expenditures for tv 

Page 27 

The durable sex: 
reflections in 
a video tube 

Page 30 

new directions 
for new product 

Page 32 

Radio pulls 
them in off 
the highway 

Page 38 




6 ways to connect. 

(Each of the 6 ABC owned radio stations connects you with the mass buying public in its own way 

Shocking-how some people try to enter every market 
in the same way. This single-prong approach doesn't 
fit when you really want to connect in six of the biggest, 
and yet very different markets. It explains why the big 
switch is to the six superb ABC owned radio stations. 
Our power generates from what we call The Flexibility 
Factor, a skillful fusing of all types of programming to 
the needs of each local mass audience. All six great 
radio stations are operated by dedicated radio men, 
with an understanding of today's radio, and a talent for 

making the use of our stations profitable for the 
advertiser. Spark your selling with the high-voltage 
versatility of WABC, WLS, WXYZ and KGO: make a 
connection with John Blair & Company. You'll light up 
with information on KQV from Adam Young, Inc. and 
learn what's watt on KABC from The Katz Agency. See 
how our varied live-wire input can boost your output. 





it's the sales climate that counts 


create a friendly sales climate 


Helicopter Reports • Editorials • 25 Vignettes Daily 


assures a diversified audience 

Represented Nationally By Gill-Perna 


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The RCA TK-12 is the camera you need, if you want 
the finest in television tapes, live programs, and com- 
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lower noise, and improved grey scale. Self-adjusting 
circuits prevent deterioration in picture quality, and 
RCA engineering has designed features, such as view- 
finder display of special effects, and remote iris control, 
that enable you to do more with the TK-12. 

You can use the TK-12 for making dramatic demon- 
strations of clients' products. Its big 4 J /2 inch I.O. tube 
(plus advanced engineering) provides big picture qual- 
ity, rivaling the finest photography. Improved grey 
scale preserves delicate differences in shading. Pictures 
ire naturally free from "halo" and "blooming", without 
leed for product spraying or painting. You can control 
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Self -ad justing circuits, built into the TK-12, eliminate 
ariations in performance. These circuits compensate 

for changes in temperature, line voltage, and aging. 
Furthermore, long warm-up time is a thing of the past. 
Pictures are ready for use within minutes after the 
camera is turned on. This new mode of operation saves 
set-up time, reduces the number of controls, and as- 
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RCA engineering has introduced many features that 
make the TK-12 the most versatile of cameras. An 8 
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picture (200 ft. lamberts). Video effects can be seen 
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The RCA TK-12 is the camera you need if you want 
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The Most Trusted Name in Television 




□ □ 
D D 

□ □ 


(in Virginia, that is) 

Once upon a time there was a worm that got tired of apples and took up 
books. He hit on a choice morsel — a two-volume history of the Shenandoah 
Valley, standing straight and proud in the usual order on the shelf. 

Each book contained 486 pages; each cover was Va" thick; the paper 
thickness ran 243 pages to the inch. Our worm started at the flyleaf of 
volume 1 and ate his way to the last page of volume 2. How far did the tip 
of his nose (if worms have noses) travel? 

Apart from the fact that WMAL-TV will be delighted to receive your 
solution (and for which we offer our usual enticing mementos as prizes for 
your enterprise), there's a moral to this story: You can't worm your way 
into the Shenandoah Valley by buying Washington & Richmond. You 
need WSVA-TV, our sister station, to cover the Shenandoah Valley. 
WSVA-TV offers extremely attractive combination rates with WMAL-TV. 

wmal-tv wsva-tv 

Channel 7 

Washington, D. C. 

Channel 3 

nbc • cbs • abc 

Harrisonburg, Va. 


© Vol. 16, No. 3 • 15 JANUARY 1962 




Marketing explosion in appliances 

27 Ferment among the discounters, Ford takeover of Philco portend a '62 
marketing expansion with new ad dollars earmarked for net, spot tv 

The durable sex: reflections in a video tube 

30 Women viewers tend to identify with tv models, project own image 
into beauty commercials; new research suggests best copy appeals 

Snydication — new directions 

32 Film/tape suppliers predict better year in '62, cite return of veteran 
firms to first-runs, station cooperative plans, hopes for net prime time 

It takes time, toil, talent 

35 The route from timebuyer to media director is not easy, but FRC&H's 
v.p. John Ennis pegs his own rise on energy, talent — his own and others' 

How not to sell radio 

37 Don't follow elementary selling principles, says Ohio oil ad executive 

Radio pulls them in off the road 

38 Dairy Queen aims primarily at motorists in Pennsylvania-Ohio campaign 

SPONSOR'S semi-annual index 

41 Pail One of sponsor's semi-annual index. Covers July-December 1961 

NEWS: Sponsor-Week 9, Sponsor Scope 15, Spot Buys 44, Washington 
Week 51, Film-Scope 52, Sponsor Hears 54, Sponsor-Week Wrap-Up 62, 
Tv and Radio Newsmakers 68 

DEPARTMENTS: Commercial Commentary 20, 555/5th 13, 
Tv Results 40, Timebuyer's Comer 45, Seller's Viewpoint 69, Sponsor Speaks 
70, Ten-Second Spots 70 

Officers: Norman R. Glenn, editor and publisher; Bernard Piatt, execu- 
tive vice president; Elaine Couper Glenn, secretarv-treasurer. 

Editorial: executive editor, John E. McMillin; news editor, Ben Bodec; 
managing editor, Alfred J. Jaffe; senior editor, Jo Ranson; midwest editor, 
Gwen Smart; midwest associate editor, June Coombes; assistant news edi- 
tor, Heyward Ehrlich; associate editors, Jack Lindrup, Ben Seff, Ruth Schlanger, 
Jane Pollak; columnist, Joe Csida; art editor, Maury Kurtz; production 
editor, Mary Lou Ponsell; editorial research, Carole Ferster; reader service, 
David Wisely. 

Advertising: assistant sales manager, fFillard L. Dougherty; southern 
manager, Herbert M. Martin, Jr.; midwest manager, Paul Blair; western man- 
ager, George G. Dietrich, Jr.; sales service/production, Leonice K. Mertz. 

Circulation: circulation manager, Jack Rayman; John J. Kelly, Lydia 
Martinez, Jenny Marwil. 

Administrative: business manager, Cecil Barrie; accounting manager, 
Fred Levine; George Becker, Michael Crocco, Geraldine Daych, Jo Ganci, 
Manuela Santalla, Jean Schaedle, Irene SuJzbach. 

Member ot Business Publications 
Audit of Circulations Inc. 

© 1962 SPONSOR Publications Inc. 

Ad»*2L P mi: ICAT i r NS .:i N £- « mbin J d with TV E«cutive Editorial. Circulation, ind 
Adverting Offices: 555 5th Av. New York 17, MUrray Hill 7-8080. Chicago Offices: 612 
? «i« i 8aB » Av \ 'Uk. 664 " 1166 - "-'""'ngham Office: 3617 8th Ave. So., FAirfax 
inn l\ a A S 8 ?!? S 0ffl , c , e: .!9 87 Sunset Blvd ,28) Hollywood 4-8089. Printing Offic«: 
?«.»♦,•. «iV Baltlm «e 11, Md. Subscriptions: U. S $8 a year. Canada S9 • year. Other 

ooct... -i . a D v f ar S,n fh copies 40e p,inted uSA Published weekly. 2nd diss 
postage paid at Baltimore. Md. 






• Albany 

• Dothan 


• Tallahassee 

• Panama City 



One buy, one bill, one clearance de- 
livers four market areas with a com- 
bined population of 1,230,700 and 
211,290 TV Homes! WALB-TV and 
WJHG-TV dominate this area! 


Ch. 10 




Ch. 7 

Panama City, 



Raymond E. Carow, General Manager 
Represented nationally by Venard, Rintoul, 
McConnell, Inc. In the South by James S. 
Ayers Company. 




TION AWARD goes to the 
Grand Canyon for being 

wtrf-tv Wheeling 
MAKE SCENTS AWARD goes to Dr. Milton D. 
Levine who told his wife. Dr. Charlotte, that 
perfume names like "My Sin" and "Intimate" 
inspire him to look forward to "Let's"! 

Wheeling wtrf-tv 
SUGGESTION AWARD goes to the pharmaceu- 
tical rep who told the Kefauver Committee 
that he was the speaker for a house of pill 

wtrf-tv Wheeling 
NETWORK AWARD goes to NBC for having 
such an important affiliate like WTRF-TV to 
dominate the buying audience in the Wheel- 
ing-Steubenville Industrial Ohio Valley! 

Wheeling wtrf-tv 
MODERN FATHER AWARD goes to daddy-o 
who told his reenage son, 'Man. it's real 
cold way out there. Get with it and dig that 
crazy snow!" 

wtrf-tv Wheeling 
HOW-TO-RESIGN AWARD goes to the secre- 
tary who wrote: "My reason is becoming 

Wheeling wtrf-tv 

REPARTEE AWARD goes to the party gal 
heard to say: "I wonder who made her dress 
. . . probably the police!" 

wtrf-tv Wheeling 
ROUGH SUBJECT AWARD goes to the Texas 
psychiatrist who has to speak to Dallas PTA 
grpups on "Alaska: How to Explain It to 
Your Child." 

Wheeling wtrf-tv 
RESULTS AWARD goes to alert advertisers 
who ask rep George P. Hollingbery for the 
WTRF-TV specifics! 




15 JANUARY 1962 



Half a century ago, before the advent of tele- 
vision, entertainment and cultural opportuni- 
ties were limited in scope and available only 
to a comparative few. Today, in sharp con- 
trast, WGAL-TV regularly presents worth- 
while educational, cultural, and religious 
programs; accurate and informative news 
and sports coverage; as well as the finest 
in entertainment, all of which enriches the 
lives of many thousands of men, women, and 
children in the WGAL-TV viewing audience. 

Representative: The MEEKER Company, Inc. 

New York • Chicago • 

Los Angeles • San Francisco 


15 January 1962 

Latest tv and 
radio developments of 
the week, briefed 
for busy readers 



Three tv nets plus four radio webs could do $1.4 mil. 
daytime, nighttime & background for 23 Jan. orbital 

The importance of special news 
coverage to advertisers today is 
underlined by an expenditure of 
over $1 million likely for tv/radio 
network coverage of the orbital 
space shot by Lt. Col. John H. Glenn 
scheduled for 23 January. 

This is big news, indeed, to ad- 
vertisers, because only a little while 
ago this kind of coverage was stereo- 
typed as "sustaining." 

Advertiser reluctance to sponsor- 
ship of shows of this kind has now 
definitely broken down. A few still 
stay away from programs of this 
kind, but there's enough interest to 
make them quite saleable— a far 
cry from the days when such shows 
would be carried to the indifference 
of network sales departments. 

Insiders expect audiences of rec- 
ord proportions to be tuned in. Av- 
erage audiences could be very high 
and the total audience might be 

Three tv networks and four radio 
webs will cover the event, most of 
them with six hours "live" during 
the day plus a half-hour wrap-up 
that same night. 

Last week here's how sales stood, 
network by network. 

ABC Radio had Sylvania signed 
for six hours of daytime coverage, 
including 24 commercial minutes, 
for an estimated price of $32,000. 
ABC TV was carrying the events but 
was not yet out selling them. 

At CBS, price being asked for six 

hours of tv daytime plus a half-hour 
at night was $400,000. The radio ver- 
sion with Arthur Godfrey (but with- 
out Godfrey commercials) was being 
offered at $80,000. 

Gulf at NBC automatically comes 
in to take the coverage under its 
special instant news deal with the 
tv network. Gulf's cost will be $500,- 
000 for network tv coverage from 
7 a.m. on for a period expected to be 
six hours, and then a 10-11 p.m. spe- 
cial that night. 
NBC is also offering a background 
(Continued on page 12, col. 3) 



NBC TV took orders for about $1 
million worth of nighttime minutes 
this past week. 

Colgate-Palmolive (L&N) took eight 
in Dr. Kildare for Fab, and Liggett & 
Myers (JWT) restored 22 minutes 
previously dropped from 87th Pre- 
cinct for L&M and Chesterfields. In 
other words, they'll be back with two 
spots a week starting 23 April, after 
a temporary trim to one a week. 

ABC to start "instant news" 

ABC TV is reportedly trying to land 
a sponsor for an "instant news" con- 
tinuing arrangement much like that 
of NBC TV with Gulf. 

It's understood that Bob Lang, just 
brought over from CBS News, will 
be starting such a set-up. 


ABC has beefed up its o&o op- 
erations by naming two presidents 
last week ton 
head tv and 
radio sepa- 

Julius Bar- 
nathan is now 
president in 
charge of the 
tv o&o's. He 
was v.p. of af- Julius Barnathan 
filiated tv stations and also had re- 
search reported to him. 

Stephen C. Riddleberger, who was 
v.p. of combined o&o's, now be- 
comes president of the radio o&o's. 

Robert L. Coe succeeds Barnathan 
as v.p. of affiliate relations and sta- 
tions clearance. 


• ABC TV to start "instant news" 
set-up such as NBC's with Gulf 

• TV, RADIO NETS could get $1.4 
mil. from 23 January orbital shot 

presidency of ABC tv & radio o&o's 

• BORDEN to increase ad spending 
for public identity of corporate image 

• CBS, NFL close $9.3 mil. tv rights 
deal; total $21 mil. 

• Gene Accas to Burnett as network 
relations v.p. in New York 


15 JANUARY 1962 

SPONSOR-WEEK/IS January 1962 


Lon King has been elected a v.p. 
of Peters, Griffin, Woodward. 
He is director of television promo- 
tion and re- 

King joined 
the company 
in 1951 as a 
television ac- 
count execu- 
tive in the San 
Francisco of- 
Lon King fj ce . He has 

been an assistant vice president in 
his present post for the past six 
years. Before joining PGW, King was 
with NBC in San Francisco. 

Rukeyser named to 
new NBC News post 

NBC has created a new Washing- 
ton post, director of news informa- 
tion, and has appointed to it Merryle 
S. Rukeyser, 

who has been 
manager of 
business and 
trade public- 
ity in New 
York since 
M. S. Rukeyser 1959i joined 

NBC in 1958. In 1959 he was briefly 
in charge of publicity for NBC News 
and educational tv. 

Cream of Wheat to Bates 

Cream of Wheat, one of the larg- 
est spot radio users, will switch from 
BBDO to Ted Bates in April. 

Advertiser has been revising its 
strategy recently. Account is worth 
about $1.5 million. 

Schlitz: the man that 
made M'boro famous 

{Chicago): In the second 
installment of the new Schlitz 

I Burnett I campaign, the male 
identification image is coming 
out verj strong. 

This past week it became 
clear that there would be a 
Schlitz male something like the 
-Marlboro male previously out 
of Burnett. 

Schlitz will bear down heav- 
ily in visuals and w ill keep copy 
short and terse. The radio/tv 
commercials have the new slo- 
gan, "real gusto in a great light 
beer/' and are building up the 
Schlitz rhomboid and brief 
lines such as "The beer that 
made Milwaukee famous." 

Spot buys for the next three 
quarters are still flexible, with 
spot tv schedule probably to be 



George C. Collie, Jr., has been 
elected v.p. of the Trigg-Vaughn 
group, parent company of KOSA-TV, 
Odessa; KVII-TV, Amarillo, and 
KROD-AM-TV, El Paso. 

He has been national sales man- 
ager since 1958 and will continue 
to serve in the same post. 

Wright to Storer radio 

William L "Bill" Wright has been 
named national radio sales mana- 
ger for Storer Broadcasting in New 

ABC Radio West reports 

quadrupled billings 

ABC Radio's western regional net- 
work reports its billings have quad- 
rupled during the past six months. 

Farmers Insurance is placing a 52- 
week order this week. Since July 
major orders have come from Olym- 
pia Brewing, General Mills, Glen- 
brook Laboratories, Pennzoil, Signal 
Oil, Lewis Food and Lyon Van Lines. 

Agency recently appointed for 
ABC Radio West was Albert Frank- 
Guenther Law. 


Television was described as "an 
tellectual haste-land" rather than 
"a vast intellectual wasteland," in a 
speech last week by Lee R. Rich, 
senior v.p., media and tv program- 
ing, of Benton & Bowles. 

Rich's remarks, delivered before 
The Advertising Club of Metropoli- 
tan Washington, were the most re- 
cent of several broadcast and adver- 
tising replies to FCC Chairman New- 
ton Minow. 

He began his address by pointing 
out that television is both "a boon 
and a bane," and if nothing else at 
least "highly controversial." 

Rich insisted that 12 years of tv 
were a relatively short span of time, 
yet tv had become the 10th largest 
industry in the country, three times 
as fast as it took automobiles to at- 
tain similar status. 

He noted that 450 U. S. tv stations 
broadcast about 10 billion words an- 
nually, "more verbiage than all the 
plays, all the novels, all the maga- 
zines produces since the invention 
of the printing press in the fifteenth 

He called television "the hungriest 
monster that ever devoured script." 
It serves a relentless taskmaster— 
the clock. "Because of that tyrant, 
it might be more fitting to call tele- 
vision 'an intellectual haste-land.'" 

Rich admitted that a decade ago 
tv had Philco-Goodyear Playhouse, 
Kraft Theatre, Studio One and Show 
of Shows, but wondered how well 
they had been reviewed at the time. 

He insisted that today's programs 
be contrasted: CBS Reports, NBC's 
Project 20, White Paper, and Close 
Up, shows presented by DuPont and 
Alcoa, specials by Westinghouse, 
City Service, Hallmark and others. 

He termed the present level of tv 
but the rung of a ladder intended for 
climbing higher, stating "I honestly 
believe that a comparison of tele- 
vision-past with television-present 

(Continued on page 62, col. 1) 



on your 
desk. . . 


Designed by agency men 
For agency needs 

1961 TV Basics and Radio Basics are the most 
comprehensive publications of their kind in 
the field. They cover all the basic infor- 
mation on all subjects necessary to help 
finalize a buying decision. They should be 
on the desk of everyone involved in the 
purchase of time. 

Copies are still available at $1.00 each. 
Or-get them free with a year's subscription 
to SPONSOR at $8.00. 



SP0NS0R-WEEK/15 January 1962 


Borden is the latest company in 
the national grocery field to seek a 
public identity for its corporate 

It proposes 
to back this 
quest — de- 
scribed as the 
Campaign for 
Expansion — 
William H. Ewen with a supple- 
mentary ad budget which will be ad- 
ministered by William H. Ewen. 

Ewen has been named to the new- 
ly created post of director of adver- 
tising services for the Borden Co. 

How Borden described the cor- 
porate advertising program: it is "de- 
signed to foster the growth of the 
company and to assist operating di- 
visions in promoting sales of prod- 
ucts of special promise." 

Probably an incentive to this do- 
ing added advertising is the fact 
that Borden's annual rate of sales 
increase has been only 3.4% as com- 
pared to National Dairy's 5.7%. 

Incidentally, Borden's ad budget 
in recent years has not only gone 
down but on the radio side dropped 
from $3.5 million to slightly over $1 


CBS NFL 1962-63 

It took a special Federal law to 
get around the anti-trust angle, but 
CBS TV finally signed two-year tv 
rights this week to the NFL games 
in 1962 and 1963. 

Price: $9.3 million for tv rights for 
two years. Time and other charges 
make the package worth about $21 
million total to tv advertisers over 
two years, or over $10 million each 

A similar deal was killed in July 
1961 by a Federal Court in Philadel- 
phia. Then Rep. Celler of N. Y. in- 
troduced a bill exempting profes- 

sional sports leagues and individual 
tv networks from anti-trust prohibi- 
tions. The bill became a law last 

After the rescinding of the 1961 
deal, eleven teams signed separate- 
ly with CBS, two (Baltimore and 
Pittsburgh) with NBC TV, and one 
(Cleveland) with Sports Network. 

The present deal does not include 
the league title games. NBC has 
rights to that in 1962 for $615,000. 

CBS will have road games of all 
14 clubs. It will also have a Thanks- 
giving Day game. In addition, it will 
have two late season games from 

Tv news highlights 
NBC 1961 report 

Advances in news, in color tv, and 
in advertising investments were the 
top points of the NBC 1961 year end 

The network had 40 news specials 
and 10 regular sponsored news 
shows. Color transmission was up 
62%. Ad spending was up 11% and 
there were 245 different buyers. 

On the radio side NBC claimed it 
had almost 40% of the business of 
all four networks. 


CBS Television Stations Division 
reviewed its activity in 1961 in a year 
end report issued last week. 

The division adopted the name 
CBS Television Stations National 
Sales for its o&o's last year, ac- 
quired an interest in a tv construc- 
tion in Trinidad and in production 
studios in Argentina and Peru, and 
entered a mutual agreement with 
Radiotelevisione Italiana. 

Smerling to NTA presidency 

Sheldon Smerling, theatrical ex- 
ecutive and a director of NTA, was 
made president and chief executive 
officer of the company this past 

Leonard Davis, NTA chairman, re- 
mains in that post but relinquishes 
the presidency to Smerling. 

Toynbee: friend(?) 
of free advertising 

Dr. Arnold J. Toynbee, Brit- 
ish historian, has voiced his 
opposition to government con- 
trol of advertising. 

This past week The New 
^ oik Times printed a letter in 
which Toynbee expressed con- 
cern lest advertising, as a powet 
of unforeseen importance, fall 
into state control anywhen in 
the world. 

Although Toynbee reinforced 
the "free enterprise" view, he 
still had some barbs for adver- 
tising. He suggested as a rem- 
edy that "we should reduce the 
amount spent on advertising 
and diminish the importance 
and power of advertising" to 
make it less of a prize to con- 

Toynbee also held advertis- 
ing to blame for overconsump- 
tion in some countries while 
others are underdeveloped for 
lack of capital and goods. 

$1 mil. space shot 

(Continued from page 9, col. 2) 

hour on Sunday, 21 January, at 6:30- 
7:30 p.m. in which Gulf is reportedly 
interested. Should Gulf not buy it 
it would go up for sale. 

NBC Radio will also be out offer 
ing six hours of "live" coverage start 
ing at 7 a.m. on 23 January plus i 
55 minute special that night at 9:0! 
p.m., plus a background show on Z 
January, the day before, at 9:05 
10:00 p.m. 

Mutual Radio is reportedly asking 
$40,000 for a similar combination o 
six hours daytime plus a nighttime 
special, with a combination of min 
ute and thirty second radio com 

With the tv deals worth arounc 
$400-500 thousand each, plus a tota 
of $100-200 thousand more for th< 
four radio offerings, coverage of th« 
event, if fully sold, could top $1- 


More SPONSOR-WEEK continued on page 6i 

555 5 

Timebuyers, I apologize 
May I crave your indulgence for "an 
extension of my remarks'' to the let- 
ter you printed in the 18 December 

I made the statement therein that 
the "timebuyer makes no decision, 
he simply carries out orders." This 
. . . no way meant to be disparaging 
to the timebuyer himself. The deci- 
sions I referred to were the original 
decisions as to whether or not the ra- 
dio as a medium should be used. The 
timebuyer is busy enough deciding 
where he can put the allocated dollar 
without being harassed by possible 
misinterpretations of statements such 
as I have made. In the larger agen- 
cies where functions are separated, 
it is the account executive who sets 
the policy and the poor timebuyer 
who is constantly beaten over the 
head by radio men and their reps. 

Frederick Epstein 



Davenport, Iowa 

• Epstein's additional comments refer to an 
|18 Dec. letter in 555 Fifth. Both letters con- 
'cerned remarks on Commercial Commentary, 
20 November. 

Those hep rep girls 

I just wanted to let you know that 
your article on women in research is 
getting quite a bit of readership. 
("'Those hep rep girl researchers," 
27 November) 

As you know, my picture was in- 
cluded in the article. Manv people 
have been calling me to comment 
on it, many of whom I have never 
'met. I even received a call from 

Mary Ann Richardson 
radio research manager 
H-R Representatives 
Netv York 
* • * 

[ thought you'd like to know I've 
iad many calls favorably comment- 
ng on your article "Those hep rep 
drl researchers," (27 November). 

Thank you for presenting me to this 


Gela Gamble 
Edward Petry & Co. 
New York 

Reprint prices 

Please give us price on 2,000 re- 
prints of Sponsor Backstage in the 
11 December issue. 

Trudy Stamper 



• Reprints are available at the minimum hulk rate 
of $14. for 50 reprints. Prices for larger quantities 
upon request. 

Rep switch 

I would like to correct an item ap- 
pearing on page 71 of the 25 Decem- 

ber issue under "Representatives" 
is indicated here that Everett-Mc- 
Kinney is taking over representation 
of WRBC Jackson, Miss., from the 
Boiling Company. Actually the cur- 
rent representative is Bob Dore As- 
sociates and the effective date of the 
change is January 31, 1962. 

Powell Ensign 

executive v.p. 

Everett-McKinney Inc. 

New York 

Tv talks back 

TIO Brochure, Chicago edition — 
copy of December issue enclosed — 
respectfully asks permission to re- 
print excerpts from K&E's William 
B. Lewis speech as printed in the 27 
November 1961 issue of sponsor, 
i "Time for tv to talk back.") Credit 
would be given to your magazine. 
This material would be used in the 
January 1962 issue. 

Ethel Daccardo 


TIO Brochure 


# SPONSOR is happy to grant permission to TIO 
Brochure to reprint the Lewis speech. 



(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1320.100 Drug Sales $ 40,355,000 

Households 423,600 Automotive Sales $ 299,539,000, 

Consumer Spendable Income General Merchandise $ 148,789,000 

$1,761,169,000 Total Retail Sales $1,286,255,000 
Food Sales $ 300,480,000 


According to March, 1961 ARB we average 71.7% share of audience from 
9 a.m. to midnight, 7 days a week in Monroe metropolitan trade area. 


Channel 8 
Monroe, Louisiana 


A James A. Noe Station 

Represented by 

H-R Television, Inc. 

The only commercial TV station licensed to 


Photo: Mosow Srre-.r Company— manufacturer of cold extruded special parts for industry, 

Greenville, Mississippi. 


15 JANUARY 1962 


Starting Feb. 14, at 7:30 PM 
Howard K. Smith will speak his mind. 

Howard K. Smith, as you know by 
now, has joined the ABC -TV News staff. 

He starts work on Wednesday, 
Feb. 14, at 7:30 PM. At this prime time 
period each week he will report on and 
analyze the news of the week, the issues 
of the day. 

When the news warrants it, when 
the issues demand it, Howard K. Smith will 
extend his analysis by person-to-person 
interviews with the persons in the news, 
by firsthand reports from ABC newsmen 
overseas, by special film coverage. 

But principally, in his weekly news 
review, sponsored by Nationwide Insur- 
ance, Howard K. Smith will be free to do 

what he does best. He will examine, sift, 
analyze, interpret. He will, when he deems 
it possible and pertinent, spell out the 
effects of today's news on tomorrow's head- 
lines. And he will, in all instances, train 
his lucid, tempered insights and fore- 
sights on those matters that matter most 
in this our world today. 

Thus, a good part of the news anal- 
ysis that was lost to television audiences 
when Howard K. Smith resigned his last 
post is now restored — in prime, evening 
viewing time. We shall all be better- 
informed citizens for hearing this man 
speak his mind. A Df^ TP A /" 

Interpretation and commentary 

on most significant tv/ radio 

and marketing news of the week 


15 JANUARY 1962 

Copyright 1962 



What, according to Madison Avenue talk, may turn out one of the more 
drastic moves in 1962-63 program planning is ABC TV's reorientation of its 
nighttime series' suppliers. 

The impressions gathered by these agency buyers is that the network is bent on a 
considerable widening of its program sources, with MCA's Revue Productions (wit- 
ness the Wagon Train deal), Screen Gems, Four Star, MGM, and others playing far more 
important parts in the composition of the next schedule. 

Also deduced is this: a pronounced reduction in the alignment with Warner Bros. 

In fact the prevalent expectation is that the next ABC TV schedule will be so com- 
pounded as to result in a highly-charged revised image of the network. 

These agency knowledgeables evince the conviction that when the chips are down the 
network's activity in the news and public affairs programing area will be a long, long 
throw from just toe-dipping. 

There could be a bitter slice of irony in the efforts being made at the moment 
by Shell Oil (OBM) to get back into spot tv on a grand scale. 

According to reports in rep precincts the account is finding it rather hard to get the 
positions it would like — the target of the quest involving over 100 markets. 

What Shell is looking for: prime 40's and 60's and late and fringe minutes, with a 
preferable $2.10 CPM. (The 40's rate has been pre-pegged at 150% of the 20's rate.) 

Making the situation that Shell finds itself in ironic is this: when the account swung 
100% to newspapers a year ago it abandoned what was considered the choicest spot 
franchises in tv. These spots were quickly snatched up by Shell's competitors, such as 
Phillips, Sinclair, Amoco, Conoco, and Esso. 

Adding to Shell's dilemma: in many of the markets it seeks, stations are so loaded up 
with nighttime oil business that they can't or won't take any more. 

However, there's a rosy side to the picture for Shell. Pleased by the return of the 
prodigal son (the spot budget could run $4-5 million), reps are exerting as much pres- 
sure as they can on their stations to carve out some worthwhile slots in the refiner's be- 
half. By spring Shell might gather just what it is aiming for. 

The cigarettes have added a new recruit to spot radio. It's Spring, a men- 
tholated brand out of Grey. 

The buy is for 27 weeks in housewife and traffic times, starting 22 January. 
The brand's also using daytime on ABC TV. 

Other spot radio activity: Bayer Aspirin (D-F-S) ; Dentyne (Bates) ; Pall Mall 
(SSC&B), two weeks of saturation in March; Tetley Tea (OBM). 

Proctor's Silex line (Weiss & Geller) will supplement its ABC TV daytime 
buy with spot tv schedules in a number of markets. 

The spot campaign will run parallel to the network flights, the initial one taking effect 
18 February. 

Actual buying or availability-call action of the past week included : Mrs. Filbert's 
margarine (Y&R) ; Durkee's marshmallow fluff (Manoff) ; Silver Dust (SSC&B) ; Nucoa 
(D-F-S); Chicken of the Sea tuna (EWR&R) ; Helene Curtis' Spray Net (McCann-Erick- 
(For more details see SPOT BUYS, page 44.) 





SPONSOR-SCOPE continued 

Colgate's test of Dynamo (NCK), a heavy-duty laundry liquid detergent, has 
now been extended to 10 markets, but there's no telling yet when the product will 
break out of its regional wraps. 

Dynamo's prospective competitor on the national scene is Lever's Wisk |BBD0). 

U. S. Tobacco is testing a new menthol cigarette brand in several tv markets. 

The name of the brand : Skis. The agency : Donahue & Coe. 

Spot tv stands a good chance of finding its share reduced when the National 
Assn. of Insurance Agents wraps up its media budget for 1962 through Doremus. 

The thinking that's prompting the cutback: tv's done a yeoman's job of making 
prospects conscious of the NAIA's seal and, hence, it would be safe to allocate some of the 
budget to newspapers and outdoors. 

The state co-op, however, will use as many spot radio markets as ever. The list 
runs over the 100-market-level. Program preferences will continue to be news, sports, weather. 

The 1962 schedules will become effective 15 March. 

Even with all the plans that TvB has on the board, it is evident that the as- 
sociation will not be immune to the continuing assertion of this rep and sta- 
tion battle-cry : we need more manpower to sell tv as a medium. 

It is also obvious that rep and station members will look to TvB to allocate more and 
more of its efforts in behalf of the spot medium. 

The essence of the seller's gripe is that there are actually only eight men in the in- 
dustry who are devoting themselves expressly to promoting spot tv — and that in a 
medium that bills around $600 million a year. 

Apropos of this circumstance, the national sales manager for a station group learned at 
Doyle-Dane-Bernbach that it had been the recipient of only one spot tv pitch on Ameri- 
can Airlines since getting the account last summer. 

Late night viewing, according to Nielsen, underwent two changes in pattern 
last fall when compared to the year before. (1) Homes using tv dropped. (2) 
The audience composition showed an increase of both men and women. 

With the November NTI as the base, here's a three-year comparison of homes using tv: 

hour 1961 1960 1959 

11 to midnight 28.4% 30.2% 28.2% 

Midnight to 1 a.m. 15.6% 18.0% 15.5% 
Audience composition figured on the same base but limited to 11 p.m.-midnight: 

1960 1959 

37% 39% 

48% 52% 

7% 5% 

8% 4% 

1.9 1.7 

Madison Avenue and its environs swarmed with visiting stationmen last week, 
with both reps and timebuyers feeling the impact. 

Stationmen usually time themselves for a New York sojourn after the Christmas and 
New Years holidays, but this time many of them had an added impetus. The November 
comprehensive ARB had just come to hand, the first since last March. 

They also came armed with locally-monitored spot schedules. 

In any event, it made for a lively and edifying week in rep and buyer circles. 

15 SPONSOR • 15 JANUARY 1962 











Viewers per home 


SPONSOR-SCOPE continued 

The buying season for next fall is in full swing as far as one facet of the tv 
networks' schedules are concerned: the networks are locking up commitments 
for the shows that are in the click column. 

And there's a lot of bargaining and manipulating going on in connection with this par- 
ticular step. Like, for instance: 

• ABC TV indicating to Ford that, if it'd like to continue its half sponsorship of Wagon 
Train, Ford could bring over Hazel from NBC TV, as a sweetening agent. Ford meantime 
has to answer for itself these questions: (1) What are Train's prospect for another 
year and how's the competition scheduling against Train? (2) Would it be wise to chance 
losing the audience flow from Dr. Kildare? 

• CBS TV has indicated it's giving serious thought to installing Jackie Gleason in the 
hour now occupied by GE Theatre and Jack Benny and there's a report that P&G would 
be welcome to participate if it were reciprocal enough to deliver Car 54, Where Are 
You? (P&G hasn't had a comedy-variety show since it parted with Red Skelton six years ago.) 

Also reported : Jack Benny parting with CBS TV, after 14 years, and making ABC 
TV his new network abode. (Having started on NBC, Benny would almost complete the circle.) 

The Jell-O division of General Foods racked up the first important new buy 
for the 1962-63 season in network tv. 

It tied up the Monday 8-8:30 p.m. and Tuesday 8:30-9 p.m. periods for alternate half- 
hour shows and bought a half-hour of the Garry Moore Show, all on CBS TV. 

In some, this will give GF an hour more a week than it's now sponsoring at night. 
And it's not through locking out what it wants for next season. 

NBC TV's new policy of readjusting on its own the prices on programs ac- 
cording to their latest ratings incurred last week a variety of comment among 

Two of the more pertinent views : 

1) NBC TV was doing something that, in the end, would save it more money. The 
procedure on shows with disappointing ratings had been for the agencies to try to get as 
big a concession as they could and the size of the price cut depended on how hard or per- 
sistently the agency pressed its case. Now the network has stabilized concessions. 

2) The readjustment policy for hits and misses won't affect the prestige of the 
bigger agencies. If the revisions are to be alike for everybody, the agency with know- 
how will be measured by its ability to pick the winners and back its judgment with a rec- 
ommendation of long-term commitments. The end result here would be a 52-week ride 
at the original price. This, of course, could also work the other way. 

(See 8 December SPONSOR-SCOPE for NBC TV minute carriers whose prices have 
been raised or reduced.) 

ABC TV turned down a piece of daytime business because it smacked as being 
too much on the spot side. 

The inquiry, coming via the network's Chicago office, was from Supreme Bakers. 

What the cooperative wanted was a hookup of 20 markets, which, obviously, the net- 
work would find itself hard put in linking together. 

ABC TV's daytime side could easily afford to thumb out that nibble considering the 
week's catch, which included: 

Heublein's A-l Sauce (Fletcher Richards, C&H), a minute a day on five different 
shows. (This one had previously been on CBS TV.) 

Proctor's Silex line (Weiss & Geller) , a total of 81 minutes. 

Northam Warren's Cutex (NCK), four minutes a week on American Bandstand. 

Pharmaco (Ayer), five participations a week. 

Dr. Scholl's Foot Pads (Donahue & Coe), starting in April. 

• 15 JANUARY 1962 



SPONSOR-SCOPE continued 

Come the third week in April ABC TV will make a couple of more changes 
its nighttime schedule: (1) Margie will move to Friday 7:30; (2) The Law and 
Jones will be resurrected for the period vacated by Margie, namely, Thursday 9 :3( 

In the process, P&G switches its support from Margie to Mr. Jones (with Comptc 
again the agency of record) and Margie becomes a vehicle for Ralston commercials on 
alternate week basis. 

Scott Paper has apparently become reconciled to the possibility that it hasn'l 
made a happy choice with Robert Young's Window on Main Street and it woul 
as lief have another show in the Monday evening spot in the near future. 

The decision as to what next is entirely up to CBS TV, since it controls the period. 
Window, which has been limping rating-wise, comes in at $72,000 gross. 
Scott's tv network outlay is at the rate of $8 million a year. 

Lever Bros, has already begun to examine what it's got on the tv networks at 
night with the view of laying the groundwork for its next season's plans. 

One thing appears to be pretty certain: it won't go along with Jack Benny for an 
other year. 

A fair prospect: Lever putting the bulk of its nighttime billings on ABC TV. 

This is the week in which a group from TvB will be trekking from automo- 
tive agency to automotive agency with the latest presentation on how tv sells cart 
and trucks. 

Heading the TvB's crew are Pete Cash and Guy Cunningham. 

Watching some of the proceedings will be Corinthian's national sales manager, Dor 
Kearney. His objective: to find out what stations can do locally in the way of dealei 
contracts to foster the medium. 

For reps in particular, the entry of Mumble's Enco division into the tv local 
news sponsoring area on a grand scale there's a sense of deep rapport. 

Causes for the gratification: (1) Enco, like Esso, will undoubtedly run the full 
calendar year; (2) over the many years of Your Esso Reporter the agency, Marschalk J 
Pratt, followed by McCann-Erickson, and the account's home office ad staff consistently 
fought for the retention of the same station, regardles of local executive whims. 

The loss of Fels to spot radio, after a consistent run of about 30 years, isn* 
being mourned exactly by the rank and file of reps. 

Reason: in its latter stages on the account, Aitkin-Kynett, which recently lost the busi 
ness to Manoff, had people on the road making their own contracts directly with radi> 

Fels' new agency sold the soapmaker on confining himself to tv and splitting th< 
budget between spot and network. 

Revlon continues to eat up advertising v.p.'s at an inordinate rate. The lates 
recruit for the job is William T. Suitt, who comes out of Lennen & Newell. 

Within a matter of four years the occupants of Revlon's No. One ad niche have in 
eluded George Abrams, Ken Beirne, William Mandel, Ted Bergmann. 
Bergmann is staying on but with a special assignment. 

For other news coverage in this issue: see Sponsor-Week, page 9; Sponso 
Week Wrap-Up, page 62; Washington Week, page 51; sponsor Hears, page 54; Tv and Radi. 
Newsmakers, page 68; and Film-Scope, page 52. 


Pit A All PAT A 

In on 

A 30-minute radio program ready 
for air and recorded in Los An- 
geles, Atlanta, Boston, Chicago, 
Phoenix and Washington. 

. . . Featuring fascinating opinions 
from Richard Nixon, Adlai Steven- 
son, Pierre Salinger, George Lodge, 
Barry Goldwater, Everett Dirksen, 
Arthur Schlesinger, Jr., Roswell 
Gilpatric, George Romney and Ted 
Kennedy, as interviewed by Time 

...Produced by Time-Life Broadcast 
in cooperation with RKO General, 
narrated by Dick McCutchen. 

. . .Will be shipped to any radio 
station* in the U.S. and Canada on 
request, as an introductory sample 
of the Time -Life Broadcast News 
Service. No charge except for ship- 
ping and tape. 

*First priority to RKO General Stations in New York, 
Boston, Washington, Memphis. Detroit, Los Angeles. 
San Francisco, and Time-Life stations in Denver, 
Grand Rapids, Indianapolis. Minneapolis. 

Wire, call or write Ole G. Morby, Time- 
Life Broadcast News Service, Time- 
Life Bldg., Rockefeller Center, N. Y. 20. 

who knows 
better than 
my salesmen 
how our spot 
schedule on 
WSUN pays off?" 


"Whenever we prepare a budget for 
advertising my salesmen always re- 
mind me of the important results 
delivered to us by WSUN radio 
and insist that a good portion of our 
advertising dollars be spent on this 
station. I ask you, who knows bet- 
ter than my salesmen how our spot 
schedule on WSUN pays off?" This 
is how most local advertisers feel 
about the Suncoast's greatest cover- 
age radio station. It will pay off for 
you, too! 

Ha tings vary from survey to survey; 
the true yardstick is SALES! Dollar 
for dollar by any survey, your best 
Tampa - St. Petersburg buy 

WSUN radio 62 

Tampa - St. Petersburg 


by John E. McMilliri 


The goose and the golden eggs 

Next week (beginning 2.'} January) the net- 
works are marching to Washington for their 
showdown sessions with the FCC. and what hap- 
pens as a result of these hearings, may easih 
determine the fate of American tv. 

The testimony, of course, will be delivered by 
high network brass — the Sarnoffs. Kintners, 
Goldensons. Treyzes, Stantons and Aubreys of the 
business — and will concern tv programing and other network prfl 
tices. The interrogation is expected to be rough. 

I he real issues, however, will probably not be grasped by th 
general public, even though NBC will air three half hour shows I 
the hearings and ABC and CBS will give them news coverage. 

Nor. I am afraid, will these issues be apparent to many ad\erti< 
ing men and broadcasters whose stake in tv is very large. 

What's involved here is a really frightening question. Will th 
FCC, as a result of the complaints, criticism and testimonv it hears 
take steps to kill the tv goose that lays the golden eggs? 

It is by no means sure that they won't. 

Hanging over the networks is the report, widely believed in th< 
trade, that the FCC will move to abolish all option time. 

And I've seen precious little evidence that either the viewing audi 
ence. or tv advertisers and station men have any idea of the chaos 
confusion and tv deterioration which this would bring. 

That is why, on the eve of these new Washington hearings. I thin! 
it is worthwhile to get the matter right out on the table. 

Option time and legal emotionalism 

The device of option time, which is simply a kind of "must earn 
clause in network-station contracts, has been a feature of the indus 
try for some 27 years, and has always had bitter opponents. 

Foremost among these have been certain members of the bai 
and I think it is no accident that a chief enemy today is FCC cor 
sultant Dean Barrow of the Cincinnati University Law School. 

Lawyers, as most of us in business know, can be very emotiona 
fellows. Some are passionately determined to be negative ("yo 
can't do that"). Others are even more passionately intent on buildin 
elaborate legal structures to justify some personal bias. 

Both types are well represented in the anti-option-time rank 
these davs. And they have been joined by other emotionalists to< 

Among these are certain program syndicators who dream ro>e;ii 
dreams of huge new markets if option time were abolished, certai 
independent station operators who think it would put them in clove 
and even some network affiliates with sugar plum visions of faste 
fatter profits. 

{Please turn to />age 59) 



15 JANUARY 19d 

. . . and what is Total Radio? 


Hugh Roberts Les Martens 

Bob Maxwell Sonny Eliot 

Bob Allison Faye Elizabeth 

John Lynker Fran Harris 


U of M Football Detroit Tiger Baseball 
Don Kremer's Sportscasts 


Melody Parade Good Music Fine Music 
Detroit Symphony Orchestra 


Nine-man News Staff 
NBC News on the Hour 
Seven 15-Minute Newscasts Daily 



A shadow full of sunshine 

for advertisers! Good total 

programming plus good 

sound personalities 

make WWJ your good 

business buy in Detroit. 

NBC Affiliate 



15 JANUARY 1962 


The Cowbo 


...and You! It's a winning combination: WANTED: dead OR alive (94 half- 
hours), Four Star Films' fast-action Western starring Steve McQueen, which 
enjoyed a three-year average 24.7 Nielsen rating on the CBS Television Net 
work. And DECEMBER bride (157 half-hours), Desilu's lighthearted comedy' 
series starringSpringByington, which boasted an average 32.2 Nielsen during 

its long prime-time network run. Separately, each is a sure hit. Together, 
they pack a 1-2 wallop that will have competition reeling. They're available 
now, separately or together, for local and regional sales. How 7 That's where 
you come in. Call one of our offices in New York, Chicago, Boston, San Fran- 
cisco. Atlanta Dallas St I nuk In flaharla- Q W fialHwpll I H flR^FII M^^ 

how does 


oncern you ? 

Two ways. 

First — it's a perfect illustration of what 
a great campaign can do. Second — it 
proves that the advertiser who believes in 
advertising ends up a power in his industry. 

So — how does this concern a broadcaster? 

So — it works the same way here. 

Every station that sells advertising — and 
has equal faith in buying it as well — 
always winds up with a bigger share 
of spot in its market. 

Think it over. 

And don't eliminate the "tattoo". 

We respectfully suggest you find the 
"tattoo" that suits your station image 
best — then call SPONSOR. 

SPONSOR reaches practically everyone 
involved in the purchase of time — of course. 
But there's a special segment it reaches 
best. We call it "the influential 2000" 
because this "influential 2000" actually 
purchases better than 95% of all national 
radio and TV spot. SPONSOR has a greater 
penetration of influence within this group 
than any other book in the broadcast field. 

That's our sales "tattoo" — substantiated by 
every independent survey made. 



555 Fifth Ave. MU 7-8080 New York 17 

m m 

The Charlotte MARKET is 
Tops in the Southeast with 
651,300 TV Homes* 

Two-hundred thousand peanuts is 
a fair size city patch, but it's still pea- 
nuts compared to the TV Homes in the 
elephantine Charlotte Television Market. 

Don't forget! WBTV Delivers 55.3% more TV 
Homes than Charlotte Station "B"!** 

* Television Magazine — 1961 **ARB 1960 Coverage Study- 
Average Daily Total Homes Delivered 

Represented Nationally by Television Advertising , "Jv^R ) Representatives. Inc 


SI O.NSOR • 1") .1 \M \H\ L9l 


1 5 JANUARY 1962 

PHILCO is launching a multi-million 
dollar advertising program on consumer elec- 
tronic and appliance products v/ith $l million 
allocated on 10 top-rated network shows 

The Shower of Stars Starts Jai 

biggest mm x 

faked iiawai' an the 

ffawa'» a ' 1 




ge Rating 18.5 

ge Homes 8,950.00) 
ge Viewers 22,400,000 




Ford's takeover of Philco Corp., ferment 
among discounters means more tv revenue 




Average Rating 18.5 

Average Homes 8.950,000 
Averaga Viewers 22.400.000 


Ttairsdaj— 10 to UP 


Average Rating 
Average Homes - 9,4! 
Average Viewers 23,6( 

rA dazzling marketing revolution is taking place 
n the appliance industry. It bears all the unmis- 
akable earmarks of bringing additional revenue 
o both network and spot television. 

The retailing upheaval is producing mass cus- 
omers for mass merchandisers. And as competition 
;rows keener for the consumer's dollar, more of 
he discounters will begin to use the television me- 




"ysteries! Adventures! WesterrH 
mas! Movies! Different 

^ on different night* 

t times ... on ^ 


PMC0 TttU 



15 JANUARY 1962 

dium, according to ^H ^r experts. Meanwhile 
significant occurrences ^^Mii the appliance Held 
which undoubtedly will spell considerably in- 
creased revenue to broadcasters are as follow-: 

• Ford Motor Co.'s takeover of the Philco Corp., 
the Philadelphia electronics concern. 

• Philco's new multi-million dollar advertising 
campaign on consumer and appliance products 


with more than $1 million allocated 
to television in the first quarter of 
this year. 

• A stepped up campaign on tele- 
vision on the part of Philco'a compet- 

• The tremendous change taking 

place in the discount centers of 

America and their more aggressive 
use of local television. 

• The Philco "instant dividend 
i II) I plan"" in supermarkets and the 
heated controversj it has created in 
marketing circles. The plan calls for 
customers to save their cash register 
tapes toward payment of major ap- 
pliances and television receiver-. 

• The campaign on the part of na- 

There's A 


In Your Future 

And We're Sure You Can 


T M M^lc. Fmw Can* 

PHILCO promoted ID plan (above) via 
Thorofare supermarkets in Pittsburgh. Typical 
of opposition was Vercharen's (below) inde- 
pendent food store which downgraded bonus 
idea by comparing it with company stores 

tional spot reps to get some of the 
appliance advertising business awav 
from networks, magazines, and news- 
paper co-op. 

The full effect of the Ford Motoi 
Co. takeover of the Philco Corp. last 
month is vet to he felt hut industry 
observers are certain that Ford will 
proceed to make a tremendous in- 
dention in the household appliance 
business. It ma\ place Ford eventual- 
lv in the same league with its prin- 
cipal competitor. General Motors 
Corp. Philco has a fair-sized amount 
of its production in the radio, televi- 
sion, dryer, freezer, refrigerator, and 
washer fields. Moreover, lord is a 
pronounced believer in television as 
a vehicle for maintaining its image 
among consumers. according to 
knowledgeable observers: and thev 
reason that Ford will employ the 
same tactics to enhance Philco s role 
in the appliance field. 

Ford definitelv plans to strengthen 
Philco s position in the major appli- 
ance-radio-television industrv . accord- 
ing to Charles F. Beck, the new 
Philco president and chief executive 
officer. Beck was formerlv director 
of the Ford business planning office. 
"Approximately half of Philco's as- 
sets are in the consumer products 
area. ' Beck said recently. "You can 
be sure we intend to make good use 
of them while making Philco more of 
a force in the industrv. Ford plans 
to tie its name with that of Philco in 
all advertising and sales promotions. 
This will be done bv including Fords 
symbol in all ads and stating that 
Philco is a Ford subsidiary." 

On the heels of this upbeat state- 
ment came the news that Philco will 
set off a multi-million dollar advertis- 
ing program this year. The campaign 
— dubbed Operation Impact — will 
lay heavv emphasis on its consumer 
electronic and appliance products. 
First quarter spendings. according to 
reports, will be between $2,000,000 
and $3,000,000. Operation Impact 
marks Philco's return to network tele- 
vision, more national magazine cover- 
age, and "greater equity in co-op re- 
serves to company distributors and 
dealers for local newspaper advertis- 

sponsor learned that Philco ex- 
pects to spend approximately SI mil- 
lion in television during the first 

DISCOUNT houses with their appliances are 
aggressive local users of the tv medium, in 
opinion of Norman E. Cash, TvB president 

NO CHANNEL of distribution has devel- 
oped faster than appliance discount house, 
says Stephen Masters, pres. of Masters, Inc. 

quarter of this year. \IH'. l\ will 
get about $700,000 and NBC T\ will 
gain $300,000. Philco also co-spon- 
sors the finals of the Miss America 
Pageant in Atlantic City on CBS T\ 
every year. The television section <>( 
the current advertising campaign i- 
tagged "Shower of Stars Sell-A- 
Bration" with 10 weekly network 
shows carrying Philco product com- 
mercials. Starting this month. Phil- 
co will be a participating sponsor .>ii 
an average of three tv shows a week 
during the next three months on Ben 
Casey. ABC: Adventures in Paradise. 
ABC: Cain's 100, NBC: Laramie 



15 JANUARY 1962 

NBC; Naked City, ABC; Hawaiian 
Eye, ABC; The Untouchables, ABC; 
The Detectives, NBC; Target: The 
Corrupters, ABC, and Saturday Night 
at the Movies, NBC. 

Henry E. Bowes, vice president 
of Philco and general manager of its 
consumer division, told Philco 
dealers that the first quarter ad- 
vertising campaign exceeds that of 
any previous mid-winter advertising- 
promotional activity and, in his opin- 
ion, should prove an effective sales 
stimulant to Philco dealers and Phil- 
co products. Philco dealers have re- 
ceived a staggering amount of pro- 
motional literature and point-of-sale 
displays. Dealers will have an oppor- 
tunity to feature pictures of each 
show's stars. 

In addition to the unprecedented 
mid-winter campaign in teles ision. 
Philco is buying 19 full-page ads in 
eight national magazines during the 
first quarter and newspaper advertis- 
ing will be concentrated in 14 major 
marketing areas covering 239 publi- 
cations in approximated 200 cities. 
Eight ads have been developed for 
this promotion with half being cov- 
ered 100% by Philco's new co-op 

Philco dealers, for the first time, 
also are getting communiques signed 
In Henry Ford II, the auto com- 
pany's chairman of the board. A spe- 
cial presentation brochure on Opera- 
tion Impact with a letter of welcome 
from Ford has gone to all Philco 
dealers. The brochure gives a de- 
ailed breakdown on Philco's televi- 
sion and other media plans. The 
brochure makes it clear that among 
the effects of Operation Impact will 
be more than 230 million Philco im- 
pressions on network television, not 
to mention the impact derived from 
)ther media. 

Philco has also made it plain that 
it has no intention of switching agen- 
cies and will stay with BBDO. There 
,*vere rumors afloat that Philco might 
nove from the agency after its ac- 
[uisition by Ford because BBDO also 
lad some Chrysler business in the 

But ferment there is aplenty in the 
appliance business today and some of 
it is affecting the Madison Avenue 

Item: the portable appliance divi- 

iPONSOR • 15 JANUARY 1962 

sion of Westinghouse with its $1,000.- 
000 ad budget recently moved from 
McCann-Erickson to Grey Advertis- 
ing. Grey, for the past four vears, 
has looked after the company's tv/ 
radio division. 

Item: last April, the Westinghouse 
Broadcasting Co. account also went 
to Grey. 

McCann-Erickson continues as the 
agency for Westinghouse's major ap- 
pliances. Asked why the changes were 
made, Chris J. Witting, vice president 
in charge of the Westinghouse con- 
sumer products group, said it was 

"'because the distribution of the radio- 
phonograph department is virtually 
parallel to that of portable appli- 

Virtually all broadcasters, network 
as well as independent, regarded the 
Ford buy of Philco as a shot in the 
arm for the broadcast industry. Net- 
work executives, in particular, greeted 
the change-over with considerable 
optimism, among them Thomas B. 
McFadden, vice president for nation- 
al sales, NBC TV network. "The 
Ford acquisition of Philco is indeed 
a good omen.'' McFadden declared. 


Major appliance makers to increase budgets 

WITH PHILCO'S beefed-up television campaign for the first quarter of this 
year, it is predicted that rival electrical appliance manufacturers will do 
likewise. Meanwhile, Maytag has participation sponsorship in 'Maverick' 
(upper I) on ABC TV; Westinghouse has specials on both NBC TV (upper r) 
and ABC TV; General Electric Co.. has full sponsorship of 'G-E College Bowl' 
(lower I) and 'General Electric Theatre,' and Radio Corp. of America has ac- 
quired one-half sponsorship of 'Disney's Wonderful World of Color' on NBC TV 


"Ford is a maximum discount cus- 
tome] and consequent!) its subsidi- 
ary, Philco, would erijoj the benefits 
of such an arrangement.' 

The major appliance field is a cate- 
gory, according to main in the 
broadcasting field, which hasn't yet 
been property sold on air media. It 
is a sphere of business which desper- 
atelj calls for study by the sales de- 
velopment boys of the networks, ac- 
cording to those familiar with the 
appliance maker problem. Some in- 
formed broadcasters also believe that 
magazines, insofar as the appliance 
industry is concerned, do a better 
merchandising job than tv. 

The return of Philco and Motorola, 
in particular, to active use of televi- 
sion, in addition to those who have 
used television regularly, makes the 
outlook promising, according to Nor- 
man E. Cash, TvB president. Cash 
told sponsor that national advertis- 
ing by appliance manufacturers in re- 
cent months has moved upward "and 
we anticipate it will continue to do 
so in 1962. 

"A larger share of manufacturers' 
co-op advertising expenditures is yet 
to be achieved for television, though 
in many instances television has 
worked well for local appliance deal- 
ers," Cash declared. "Through such 
success, we hope for greater televi- 
sion use locally in the years ahead." 

On the other hand. William B. 
Rohn. director of marketing, Edward 
Petry & Co., thought television nation- 
al spot dollars allocated by appliance 
manufacturers for 1962 should be 
about the same as last year "unless 
drastic changes are made in co-opera- 
tive allotments. 

"The growth of discount centers 
and the increasing number of depart- 
ment stores selling appliances at cut 
rates may hasten a review of the 
co-op funds," Rohn said. "Dealer de- 
mand for a better price break from 
suppliers may force a return of ad- 
vertising initiative to the manufac- 
turers who may be unable to grant 
both allowances. Tv spot may then 
be considered in true media terms.'" 

Broadcasters are convinced that 
with better presentations and mer- 
chandising they can bring in more 
appliance business in the vears ahead. 
They regard past income from major 
(Please turn to page 49) 


^ Modern researchers see evidence that the durable 
sex is narcissistic in relation to beauty aid commercials 

^ Image of sophisticated suburbanite woman has ef 
fective mass appeal to the American female tv viewers 

I he durable sex — from Amelia 
Bloomer to Cussie Moran — has been 
studied in depth by a raft of 20th 
Century anthropologists, sociologists, 
and psychologists, not to mention nu- 
merous Madison Avenue advertising 
men. More recently, researchers with 
furrowed brows and bar graphs have 
probed deeply into the American 
woman's unguarded responses to tele- 
vision commercials. 

The findings are often significant 
and occasionally throw considerable 
light on the impact of video commer- 
cials. For example, probers have 
emerged with such portentous find- 
ings as these: 

• There is evidence that American 
women are deeply narcissistic, re- 

sponding strongly to beauty produc 
commercials that depict self-gratili 

• 1 he sophisticated suburbanitt 
woman has an extraordinan mass 
appeal to the American female anc 
her image in a television commercia 
is a splendid motivating copy idea. 

By coincidence, two organizations 
one, the Schwerin Research Corp. 
New York, and the other, the Lonj 
Island ( N. Y. I Consultation Center 
this week simultaneously released 
analyses (Schwerin the first ar.< 
LICC the second I on the formidable 
albeit absorbing, subject of wome. 
and their television "images." 

John V. Roberts, vice president of 
Schwerin. a pioneer in qualitative 

See suburban housewife symbol desirable 

FINDINGS on what American women iden- 
tify with have emerged from Schwerin Re- 
search Corp. studies by John V. Roberts, v. p. 

ATTRIBUTES of 1he suburbanite symbol 
are probed by Bernard Franlcel, exec, direc- 
tor of the Long Island Consultation Center, 





Schwerin researcher offers tips on appealing to women 


1. Don't show a woman in a drudgery situation. 

2. Don't, in a demonstration of a complicated process, stress all the steps involved. 

3. Don't stress a negative "before'" situation. 

4. Don't show a mother as a super-efficient person. 

5. Don't reward a tvoman merely with the removal of a negative situation. 

6. Don't go to either extreme of age in choosing a model, presenter, or spokeswoman 
for your product unless you are appealing to a specific age group. 

7. Don't be afraid to break any of the above rules if you think your product absolute- 
ly warrants a particular technique. 

*By John V. Roberts, vice president, Schwerin Research Corp. 


roadcasting research, came up with 
set of provocative findings on what 
tuations women identify with, what 
aves them unmoved, and sundry 
her conclusions drawn from what 
; brightly describes as "neo-Ror- 
hachian analysis." 
The suburban housewife symbol 
so was brought into sharper focus 
f the findings of two researchers 
lentified with the L. I. Consultation 
enter, located in New York City's 
orest Hills, and described as one 
: the largest psychiatric treatment 
titers in New York State. They are 
ernard Frankel, executive director, 
id Dr. Eli Feldman, clinical psy- 
lologist, family life specialist, and 
rector of psychological services at 
e center. 

To fully understand the American 
oman is an almost impossible as- 
gnment but intense methodological 
vestigation continues nonetheless 
nong independent research com- 

Here is what Schwerin has found 
it about narcissism: The ablution 

commercial, as Roberts sees it, com- 
monly set in a bathroom "whose ele- 
gance would arouse the envy of a 
queen, or in a sylvan setting where 
a discreetly nude Diana bathes in a 
secluded spot or under a waterfall, 
seems particularly appealing to wom- 

Roberts said this is also the type 
of commercial that appeals to men, 
"though presumably not for the same 
reason, or, as a psychiatrist would 
say, it projects a situation from 
which men and women receive dif- 
ferent gratifications. 

"Such commercials are always 
marked by a great emphasis on tac- 
tual images," Roberts opined. "The 
model appears to be caressing her 
skin with whipped cream and wears 
an expression of sensual pleasure. In 
no sense are these commercials sexy 
or suggestive. There are no leering 
satyrs or low-flying airplanes. The 
model is alone, pampering herself, 
and enjoying it with almost unseemly 

Statistical verification of this vein 

of narcissism is suggested by a 
Schwerin study of 59 shampoo com- 
mercials. In this study, Roberts and 
his colleagues found that male ad- 
miration of women was less potent as 
a selling point than self-admiration. 
So, the researchers theorized that 
"there may be ways to a man's heart, 
but women seem skeptical that use of 
the correct shampoo is one of them." 
"In other words, the American 
woman seems to identify with por- 
trayals of her as a beautiful object — 
not as the temptress," Roberts as- 

SRC researchers, according to 
Roberts, also discovered that com- 
mercials depicting women as sexual 
aggressors frequently create a negative 
female reaction. "It is when the man 
takes the initiative that commercials 
slanted to women achieve maximum 
effectiveness." Roberts pointed out. 
"Interestingly, the rule does not ap- 
ply when the commercial is male- 
oriented and the girl makes the ad- 
vances. Let Madison Avenue make 
( Please turn to page 58) 


15 JANUARY 1962 



^ Observers see industry plus in station cooperative 
plans, in elimination of fly-by-night film operations 

^ Others encouraged by return of veteran companies 
to first-runs, by hoped-for release of some net prime time 

f\ nervous industry, emerging 
from the year of its greatest decline, 
asked itself a vital question this 
week: what is the future of tv syndi- 
cation and where is the star to steer 

of developments in the fading weeks 
of 1961 have brought a new firm- 
ness (and hope) to syndication plan- 

Among the most significant devel- 
opments is the Katz Agency-Ziv- 
asked is not idle musing. A number 1 nited Artists "Trailblazer" project, 

it by? That the question is being 

which calls for the purchase of two 
first-run half-hour programs for the 
fall of 1%2 by a group of Katz stj 
lions. Others were wringing an 
ounce of optimism from: 

1. Industry stabilization, with fly- 
by-night operations gone with the 
video wind. 

2. Return of several veteran syn 
dicators to first-run production. 

3. Hope, however slim, of net 
work release of some prime time. 

The Katz-Ziv-UA arrangement, 
pooling the purchasing power of 
some 30 to 40 non-competiti\c stl 
tions in major markets, conies at a 


Three syndicators who view industry's future with optimism 


'I am firm in the belief that there is a great future for syndication. The need 
for it is obviously emphasized when one considers that the networks are find-, 
ing it increasingly difficult to supply adequate programing. Syndicated pro-| 
graining allows network affiliates and independents a selective advantage.' 

Leonard Davis, chairman of the board, NT A 

"The supply of first-run product for syndication has dwindled to a trickle in 
the past year or two. But even though the number of available time periods 
for syndicated product are more scarce now, programing is still the backbone 
of any broadcaster's schedule. He will find time for top-flight first-runs." 

Sam Cook Digges, administrative vice president, CBS Films 

'Despite the currently keen competition of syndication, I am optimistic. I n- 
like the seller's market of five or six years ago, when a bunch of order-taker- 
invaded the field for a short-lived stay, tv distribution is now a business for 
experts only. There is no margin for error left in syndication.' 

Seymour Reed, president, Official Films 



15 JANUARY 1%2 

ime when the dearth of both new 
product and regional sponsors has 
:aken its toll of virtually every U. S. 
syndicator. The total of first-run 
lalf-hour syndicated releases from 
major suppliers fell from 29 in 1956 
o six in 1961. Such traditional 
lsers of syndicated programing as 
\merican Tobacco. Brown & Wil- 
iamson, Ballantine. Falstaff, Carling. 
Conoco, and Studebaker either have 
ibandoned. or are in the process of 
ibandoning. their regional sponsor- 
;hips. Only off-network re-runs and 
i notable growth in international 
;ales have kept tv syndication afloat. 
j A variety of reasons are offered 
or the sharp first-run decline. Dif- 
'iculties in prime time clearance, pro- 
luction economics, keener competi- 
ion, sponsor unwillingness to pay 
■quitable prices for top-notch shows, 
he flood of Johnny-come-latelys with 
boor business practices and poorer 
)roduct — all have shared, say trade 
inalysts. in new product diminution. 
Knd while many syndicators fell bv 
Ihe wayside, or merged with increas- 
ng regularity, the years 1960 and 
961 were mainly years of adjust- 
ment rather than innovation. Along 
vith off-network re-runs and foreign 
retribution, most remaining syndi- 
li-ators concentrated on network sales. 
>n the growing demand for chil- 
dren's programing, on merchandise 
icensing. on commercials produc- 
ion. on five minute programs, on 
eature film sales and on films for 
ndustry and education. 

Some of these activities, though 
ligh in profit, were lower in gross 
han first-run syndication. But their 
hief effect, industry leaders contend, 
las been to deprive stations of a still 
nuch-needed source of off-network 
irograming as well as the syndicator 
•is very backbone. 

The stimulus being generated by 
he Katz-Ziv-UA Trailblazer plan 
las its origin in what many now 
iew as a definite trend: a station 
ooperative movement that could 
onceivably put first-run syndication 
'jack on its feet. The two-program 
igreement. announced last month, 
)rojects the sale of one program to a 
lational or regional sponsor as an 
>utright purchase in prime time. The 
>ther program is designed for sale 
|is an announcement carrier, to be 

scheduled at the stations discretion. 
The arrangement — one experimen- 
tal year with option to renew — gives 
a Katz review committee of four men 
the right to select the two programs 
from among Ziv-UA's 1962-63 poten- 
tial. This committee, consisting of 
Merl L. Galusha. operations mana- 
ger of WRGB. Schenectady; Robert 
Olson, program manager of WTVT. 
Tampa; Jack Tipton, station mana- 
ger of KLZ-TV. Denver, and Ollie 
Blackwell. Katz Agency director of 
audience development and now in 
charge of the Trailblazer operation, 
began its review of the film com- 
pany's offerings on 8 January, in 
New York. Their job not onlv is to 
select the best programs offered, but 
also to see that program outlines 
meet the stations' requirements for 
quality, good taste, interest, and sale- 

"In addition to Trailblazer's con- 
tribution to the revitalization of pro- 
gram sponsorship by national spot 
advertisers." says Eugene Katz. presi- 
dent of the Katz Agency, "it is an 
experiment requiring most stations to 
spend no more money for participa- 
tion than they would normally spend 
for syndicated programs. In spite of 
its modesty, the project can produce 
significant consequences for the in- 

The idea of pre-production selec- 
tivity by stations is not a new one. 
It actually goes back many years. 
But it is getting hard attention now. 
In April. 1960, prior to the NAB 
convention in Chicago, a similar sta- 
tion cooperative plan called "4 D" 
was presented to its membership by 
TV Stations. Inc. Owned by over 
100 member stations, the firm was 
founded eight years ago as a film 
buying organization, mainly for me- 
dium to smaller size markets. Its "4 
D" presentation called for the same 
type of pre-production, guaranteed 
prime time, and national or regional 
sale arrangement that the Katz-Ziv- 
UA plan contains. Since its initial 
unveiling, TV Stations. Inc.. has con- 
ducted countless conferences with 
film companies, and is currently 
studying the potential product of sev- 
eral major suppliers. 

Like Trailblazer, the "4 D" 
plan is designed to insure quality 
programing by assuring the syndica- 

Heads project seen 
as syndication trend 

OLLIE BLACKWELL, Kaft Agency's direc- 
tor of audience development, takes charge 
this month of review committee for selecting 
two pre-production Ziv-UA films. The plan 
calls for 1962 starts on most Katz stations 

tor of a sizeable station lineup. 
"Member stations," says Herb Ja- 
cobs, president of TV Stations, "can 
thus obtain quality without accom- 
panying cost spiral, gain better con- 
trol over their own type of program- 
ing, enhance the pre-sale of off-the- 
net time, be guaranteed a time sale if 
the show is sold regionally, not have 
to invest a penny at any time, and 
assure themselves a source of sup- 

The importance of the station co- 
operative movement is bolstered, too, 
by the formation of special program 
units by station groups themselves — 
notably Storer, Westinghouse. and 
RKO General. Storer Programs, in 
particular, has entered syndication 
on a full-scale basis. Setting up shop 
only six months ago. it now has two 
programs in distribution: Divorce 
Court, originally a local, live produc- 
tion on KTTV in Los Angeles, now 
both taped and filmed for 34 sta- 
tions; and Men of Destiny, a new 
biographical series produced by 
Pathe. In addition. SPI is currently 
making extensive plans for the pro- 


15 JANUARY 1962 


illllllllllllllillllllllllllllllll DllllllllllllllllllllllMIIIIIHIIIIIinilUlllllllllllllllllllllll^ 

Six-year decline in first-run syndication 

><'ir half-hour releases from major suppliers. 1956-1961 
Company '56 '57 '58 '59 '60 '61 



























































29 20 16 

*First three years, Ziv only; 1959 — UA 1, Ziv 3 



duction and sale of a first-run series 
on the history of communism. 

"I have no doubt of prime time 
clearance for this communism se- 
ries," Terry Lee, vice president of 
Storer Broadcasting Co. and the man 
in charge of SPI, told SPONSOR. 
"We're extremely interested in the 
public affairs side of syndication, not 
only for our own stations but for 
others as well. We feel that our ex- 
perience in broadcasting qualifies 
our knowing the kind of programing 
attractive to stations. Certainly all 
first-run programing cannot and 
must not come from networks." 

Along with the impetus given them 
by cooperative pre-production ar- 
rangements, some syndicators point 
to a stabilization, or "bottoming 
out," as good reason to be optimistic 
of syndication's future, especially in 
the area of first-run programing. 

"Unlike the seller's market of five 
or six years ago, when a bunch of 
order-takers invaded the field for a 
short-lived stay, tv distribution is 
now a business for experts only," 
says Seymour Reed, president of Of- 
ficial Films. "There is little or no 
margin for error left in syndication. 
A syndicator must not only have 

sound financing but must also choose 
his product just as soundly." Official, 
which last summer acquired four off- 
network properties — Peter Gunn, Mr. 
Lucky, Yancy Derringer, and Wire 
Service — is currently concentrating 
on a first-run half-hour series, Biog- 
raphy, which has already been sold 
regionally to Pacific Gas & Electric 
Co., through BBDO, and Chemical 
Bank New York Trust Co., via Ben- 
ton & Bowles. 

ITC's Abe Mandell, vice president 
in charge of sales and administra- 
tion, sees the industry's leveling-off 
as significant, too. "Syndication in 
1962 looks bright," he says, "but only 
for those who by the nature of their 
economic set-up are able to produce 
the finest quality for local viewing." 
ITC's ability to amortize production 
costs all over the world, rather than 
presenting the full bill to local U.S. 
station operators, is responsible for 
its own slate of first-run properties, 
Mandell adds. ITC, during the last 
six months, put into syndication both 
Whiplash, an Australian "western" 
shot on location, and Supercar, an 
action-adventure series involving a 
new electronic process called super- 
marionation. It also began produc- 

tion of new episodes of Danger Man, 
which had a brief network run on 
( T>> I \ . and i> i in renth producing, 
with Paramount Studios, a new- car- 
toon scries. Kozmo — The Kid From 
\hiis. as well as planning distribu- 
tion of a new Filmaster series. The 

Of equal significance to the sta- 
tion cooperative movement and the 
leveling-off process, say syndicators, 
is the return of such companies as 
CBS Films and NTA to the produc- 
tion and/or distribution of first-run 

CBS Films, with a 39-episode se- 
ries, The Pursuers, ready for 1962 
starts, dropped out of the first-run 
pitcure in 1961. confining itself las 
did NBC Films) to re-run and off- 
network sales. In discussing its re- 
turn, Sam Cook Digges. administra- 
tive vice president, said that although 
the number of available time periods 
for syndicated product are more 
scarce than they were two, three, or 
five years ago, "programing is still 
the backbone of any broadcaster's 
schedule and the astute broadcaster 
will find time for top-flight first-run 
syndicated product." 

NTA. long silent on its syndication 
activities, has announced production 
of a new adventure series "of the 
caliber of The Third Man," being 
readied for fall release. Also on tap 
is a new group of half-hour Manto- 
vani shows, featuring both the Man- 
tovani orchestra and musical guest 
stars. "Far from standing still," 
Leonard Davis, chairman of the 
board and president of NTA. said 
in announcing the new products, 
"NTA is approaching the coming 
year with added impetus in all areas 
of the company." 

"I am firm in the belief that there 
is a great future for syndication," 
Davis affirmed. "The need for it is 
obviously emphasized when one con- 
siders that the networks are finding 
it increasingly difficult to supply ade- 
quate programing to the 544 com- 
mercial television stations. In addi- 
tion, there are 58 non-commercial 
stations in this country that also re- 
quire servicing. Each of these out- 
lets programs an average of 15-and- 
a-half hours a day. Syndicated pro- 
graming would seem the natural 
source for filling some of these hours. 
It has the added advantage of giving 
(Please turn to page 60) 



15 JANUARY 1962 


^ John Ennis, Fletcher Richards v.p. and media director, tells how he traveled the 
timebuyer and account man route to head media man at top Gotham agency 


hat does it take to make a me- 
dia director? Time, toil and talent, 
says John Ennis. v.p. and media di- 
rector of Fletcher Richards. Calkins & 
Holden. The time and toil, explains 
Ennis, is strictly your own. The tal- 

ent, however, is quite another mat- 
ter: it's the stuff that rubs off from 
the pros in the business who contrib- 
ute to your learning. Provided, he 
adds, you've had the good fortune to 
have had exposure to top-notch ad 

talent along the way. 

Ennis, who made it to his present 
niche as media head of a good-sized 
New York agency by trudging the 
timebuyer and account-man path, 
speaks from personal experience. His 

DON'T BE AFRAID to ask questions, and know your market well before you buy, John Ennis, FRC&H v. p. -media dir. advises aspiring media heads 

own "book of experience,' as Knnis 
terms it. was written over a baker's 
dozen \ears as media executive and 
six earlier years as account man. 
The account work provided him with 
a valuable foundation for determin- 
ing the later development of his ca- 
reer, lie believes. 

"Account work." Knnis recalls, 
"was stimulating." So much so. ap- 
parently it stimulated him right 
smack into the media department. 
Mulling over the past years to his 
young ambitions, Knnis traces the 
earl) attraction to this particular 
area of the ad husiness to the diver- 
sity encountered there. He links as 
additional appeal the intimate con- 
nection with marketing. 

A "wild Irishman"" — as lie has 
been dubbed without malice by his 
colleagues ruddy-complexioned and 
wiry Knnis began eveing the adver- 
tising world in his Columbia Univer- 
sil\ da\s. With the college courses 
still fresh in his mind, the young 
Knnis made tracks to Benton & 
Bowles where he signed up for the 
trainee course. After two years of 
apprenticeship. Knnis moved up to 

account work and later into that 
agencCs media department where he 
remained for four years working on 
various package goods accounts. 

In 195] he joined Bryan Houston, 
Inc., as media supervisor. Six \ears 
later he was made a vice president 
and media director. [Bryan Houston 
became Fletcher Richards, Calkins & 
Holden after a merger in 1959.] 

The route Knnis traveled — from 
timebuyer to media head — was not 
without its frustrations or its share 
of errors. But. savs Knnis. from out 
of ever\ frustration and error there 
emerged a valuable lesson. 

If John Knnis had a mind to put 
out a handbook of advice nuggets 
for the aspiring media man. the 
points - to - remember — dredged up 
from his own experiences — could 
easily be summed up in five rules. 

1) Dont nod your head. 

"It has been my theory that the 
easiest medium to buy is not the 
most productive and there have been 
numerous situations in which a nod 
of the bead or general agreement 
with an associate would be the easi- 
est way up. My advice: don't nod 

GETTING OUT ON THE ROAD to spend time with radio/tv ad men is important, says 
John Ennis (r), shown here with Robert Boulware, FRC&H v. p. and assoc. media dir. 

your head in any direction unless 
you are firmly convinced that \ ou 
are offering the best to the client.*' 

2 I Ask questions. 

"Don't be proud, ask questions of 
anybody and everybody. A learning 
media person land this is bard to 
do i should always assume that the 
salesman is smarter than he is . . . 
but shouldn't admit it." 

3 i Work with figures. 

"Pursue any area that involves 
figure work, particularly with money, 
and never be bored at all with any 
statistical information that might be- 
come available to you. Be bored only 
after you analyze it in relation to a 
media problem and then never forget 
to remember that you learned some- 
thing from this pest\ work." 

I) Visit stations and meet people. 

"Travel and see America at even 
opportunity. Get to know people] 
different types of people, and try to 
meet as many as possible. People 
think differently in various part- of 
the country and it helps to know how 
to market products when you know 
people and their thinking — in vari- 
ous geographic areas." 

5 l Get organized. 

"If at all possible, get up for vour- 
self a weekly time schedule which 
will allow you to get out from under 
the paper work and details and to 
pursue a better way to get the sales 
job done." 

In addition to the outlined points 
above. Knnis would alert would-be 
media experts to the advantage^ de- 
rived from exposure to all types of 
accounts. A well-rounded education, 
says Knnis. is the fruit harvester 
from the many facets surrounding 
buying for different accounts. Knnis 
has handled accounts which covered 
this wide range of categories: air- 
plane manufacturer, rubber products, 
petroleum, beer, coffee, liquor, chem- 
icals, food, textiles, soap, insurance, 
pharmaceuticals, publishing, airlines, 
and firearms. 

He also has a few educational 
words to pass along about what he 
calls "customer's golf." "Speaking 
for myself," he savs. "I feel that I 
am somewhat of an expert at cus- 
tomer's golf in that I may always 
lose l the gamel but it is infrequent 
(Please turn to page 60 "I 



15 JANUARY 1962 


^ Just don't follow the elementary principles of selling, according to Robert K. 
Swanson, ad media manager of Ohio Oil, which used 130 radio stations during 1961 

I he reasons why radio stations 
fail to sell themselves to advertisers 
often have nothing to do with wheth- 
er the station is a good buy or not. 

A station (or its rep) commonly 
gets the heave-ho because it doesn't 
observe some of the elementary prin- 
ciples of media salesmanship. 

Such is the conclusion of Robert 
K. Swanson, advertising media man- 
ager of The Ohio Oil Co.. marketer 
of Marathon petroleum products 
through 2,800 Marathon service sta- 
tions in six midwestern states. 

Swanson recently had an oppor- 
tunity to spell out the specifics of this 
conclusion when his doctors pre- 
scribed four weeks of complete voice 
rest for an acute laryngitis condition. 

The Ohio Oil executive continued 
to work and, since he couldn't talk, 
he decided to prepare a series of 

typewritten questions to throw at 
visiting media representatives. 

Ohio Oil dangles no mean lure be- 
fore U. S. radio stations. Its ad 
budget for its Marathon gasolines 
(Super "M" and Mile-maker I and 
VEP motor oil will total more than 
$2 million this year. About $250,000 
is allocated for spot radio programs 
and announcements. In 1961, Ohio 
Oil used nearly 130 stations in 80 
markets. (Tv is a relatively minor 

Swanson estimates that about 260 
radio reps and radio station execu- 
tives tried to sell their wares directly 
to the Ohio Oil Co. during the first 
11 months of 1961. This doesn't in- 
clude the hordes of station and rep 
people contacting timebuyers at 
N. W. Ayer, Ohio Oil's agency. 

Swanson put four questions to sta- 

tion and rep people. Here are the 
questions and his conclusions. 

1. Are you acquainted with Mara- 
thon s marketing pa fern? 

It's surprising, says Swanson, how 
few undertake "even the most basic 

"In 1961 there were at least a 
dozen salesmen who had traveled 
over 100 miles to see us only to find 
out that The Ohio Oil Co. did not 
have Marathon service stations in 
their listening areas. Hard to be- 
lieve — but it happened. 

"A little leg work, plus a phone 
call or two, would have put them on 
the right track, saved a lot of valu- 
able time, and provided the necessary 
background information to inspire 
confidence and win the respect of the 
prospective client." 

2. What, specifically, are you try- 

! ' :< TllWinilB 

Four key queries Ohio Oil adman 
asked visiting station men, reps 

\\ m Are you acquainted with Marathon's 
marketing pattern? 

2. What, specifically, are you trying to 
sell — ami at what cost? 

3. What infortnation is available on the 
proposed sale — past history ratings, local 
information, etc.? 

4. What, if anything, does your radio sta- 
tion plan to do to merchandise this pro- 
jram or spot schedule? 

Robert K. Swanson (r) of Ohio Oil wrote out four basic questions above for reps during four-week period when he hud acute 



r \ngitis 


ing to sell o/id at what cost? 

Swanson concedes this question 
seems elementar) ; yet, he | »< « i r 1 1 - out, 
"too mam" representatives of sta- 
tions fail in this area. 

"Man) glibl) discuss program de- 
tails on >|iot schedules," notes Swan- 
son, "without giving the basic facts 
to the potential advertiser." Swanson 
recommends a one-page typewritten 
'licet with itemized information. 1 1 1 i - 
sheet, he says, will later be on the 
advertising manager's desk to remind 
him of the material reviewed. 

3. What information is available 
on the proposed sale— past history. 
ratings, local information, etc.? 

In this area Swanson recommends 
a one- or two-page summary which 
can he expanded in discussion. He 
advises stations to stick to pertinent 
facts and not to try to '"hoodwink"" 
the ad manager or timebuyer. "Give 
them credit for a little intelligence. 

"A case in point are the 'letters' 
written by local dealers demanding 
that such-and-such a radio station 
be used. An actual letter might carry 
some weight, hut a pre-printed letter 
or a letter made up by the radio sta- 
tion and signed by the dealer, has 
absolutely no influence — and in many 
cases hurts the sales story. 

"Thus, a major rule for all media 
representatives: be honest. Dishon- 
esty or exaggerations of information 
may help make one sale — but will 
cost manv future sales." 

1. What, if anything;, does your 
radio s'ation j)lan to do to merchan- 
dise this program or sj)ot schedule? 

Few radio stations answer this 
question with anything but generali- 
ties like "a lot," or "we are consid- 
ered the best merchandiser in this 
area." Swanson said. 

"If the radio station is willing to 
cooperate to such-and-such an extent. 
the\ should say so" declared Swan- 
son. "Do you send letters? Hold sales 
meetings? Say so! If not — admit 
it! No beating around the bush and 
no promises that cannot be deliv- 

Obviously. Ohio Oil is satisfied 
that manv stations do a good job. 
Otherwise, the company wouldn't be 
in radio. Among stations cited as 
doing a good job in this area by Bob 
Smith, administrative assistant to 
(Please turn to page 61) 

MOTORISTS are pulled up to a typical Dairy Queen store for 'impulse-buy' refreshments 


^ 110 stations in Pennsylvania and Ohio issue forth 
Dairy Queen call for motorists' impulse purchases 

^ From 12-24 spots per station per week are divided 
between two-day sales week-end 'name builders' 

Uriving along the Pennsylvania 
Turnpike from Pittsburgh to Phila- 
delphia lor vice versa) a motorist 
may hear a good 200 Dairy Queen 
radio announcements." 

That's how a spokesman for Dair) 
Queens Pennsylvania and Ohio agen- 
cy, Goldman & Shoop, Pittsburgh, 
illustrates the spring-summer media 
plan developed on behalf of Dair) 
Queen operators. 

"Dair) Queen Soft-Serve [a form 
of soft ice cream] is virtual!) 100', 
an impulse bu) for automobile riders, 
and we've found that radio, therefore. 
i< the ideal advertising medium for 
it,'' states Sid Goppman. account ex- 
ecutive at the agency. 

He goes on to explain that news- 
papers were tried when his agenc) 
first got the Pennsylvania Dair) 
Queen account 1 1955 I. hut the medi- 
um "fell flat on its face.' It seems 
i that advertisments were run with cou- 
pons, which customers were sup- 
posed to bring along in order to get a 

discount. Few showed up with cou- 
pons, and much confusion and dis- 
content resulted when other customers 
were refused the discount because 
they didn't know about the ad. 

Even if people do see a Dairy 

SID GOPPMAN, accnt exec at Goldman & 
Shoop, Pittsburgh, sees motorists as prime 
Dairy Queen target, and radio as the medium 



15 JANUARY 1962 

Queen newspaper ad, the exposure is 
too far removed from the time of the 
impulse purchase, i.e., while out driv- 
ing, according to Goppman. He has 
similar feelings about tv for such a 
client, namely to reach people only at 
home is not direct enough. 

Therefore, with the coming season 
Dairy Queen heads into its fourth 
consecutive year of total reliance on 
radio in Pennsylvania, where the buy 
takes in about 55 stations. ( For the 
initial radio presentation to the Penn- 
sylvania group, KDKA, Pittsburgh, 
personality Rege Cordic lent his 
sonorous voice.) 

Dairy Queen is a national organiza- 
tion with 3,300 franchised operations. 
The franchise consists of a restricted 
area for each store plus a standardi- 
zation of building, equipment, point- 
of-sale advertising and the know-how 
of operating a store specializing in 
"soft" ice cream products, cones, 
sundaes, malts, shakes, etc. 

Franchise holders are organized 
by political subdivision, usually by 
state, for the purpose of fielding a 
unified advertising-promotion pro- 
gram. An ad agency needs the o.k. 
af the state organization's advertising 
jommittee, and ultimately of the 
state's operators as a whole. 

The radio plan for Dairy Queen, 
irst in Pennsvlvania then Ohio, which 
jias undergone a number of refine- 
ments since its inception, now shapes 
ip this way: There are two categories 
)f announcements — "traffic building" 
)rice-off promotions (30- or 60-sec- 
-nds) during the week, and "name 
tuilding" 10-second spots on the 
veek-end. An estimated 28.000 spots 
\ ill issue forth in the coming season, 
m behalf of some 270 stores in the 
wo states. (Ohio stations also num- 
>er about 55.) 

Each week during the spring and 

ummer, Pennsylvania and Ohio 

)airy Queen franchise holders stage 

I two-day price-reduction on a par- 

icular item or items, and during the 

lale's first day, the traffic-builder ra- 

io spots are aired. Complete with 

"anscribed jingle and live-delivery 

ale information, these announce- 

lents are placed between the hours 

f 11 a.m., when the Dairy Queen 

ores open, and 8 p.m. Although the 

ores remain open until about mid- 

ight, the spots are cut off earlier in 

order to maintain a heavier concen- 
tration within a limited budget, rather 
than spread the spots too thin. And 
these hours include the heaviest traffic 

Previously Dairy Queen traffic- 
builder announcements ran during the 
day before the sale as well as the 
sale's opening day, but it was found 
that customers would come in right 
away, demanding the discount a day 
early, so prior advertising has been 
eliminated. As for the second day of 
a two-day sale, it is felt that the first 
day's spots should be enough to main- 

because his agency buys stations cal- 
culated to get the widest coverage for 
each operator. For example. Goppman 
maintains that while driving around 
Youngstown, Ohio, a motorist and 
his passengers may get the message 
from one of the Youngstown stations 
on Dairy Queen's schedule, or from 
KDKA, Pittsburgh. Goppman feels 
this overlapping of announcements 
goes a long way toward building the 
impact by means of which radio ex- 
posure has buoyed up Dairy Queen 

Questioned as to the value of Dairy- 

Dairy Queen's Pennsylvania-Ohio radio drive 

Prime purpose: To reach listeners in autos and attract them 
to drive-in stores where impulse-buy refresh- 
ments are sold 

Number of stations: HO (55 in each state) 

Frequency: 12 to 24 per station per 


Season: Spring and summer 

Time of day: Weekdays, 11 a.m. 
various times 

■8 p.m.; weekends, at 

Types of "Traffic-building" 30- and 60-second spots 
announcements: promoting discounts one day per week. 
"Name-building" 10-second spots over 

tain the flow of traffic. 

The other category of Dairy Queen 
radio announcement, known as the 
"name builder." is 10 seconds in 
length, and spread over the week- 
ends. Here the jingle, recited by a 
child and two female voices, reigns 
supreme. Its lyrics: "A bee, and a 
bye, and a boh, and a bop, and a 
Dairy Queen with the curl on the 

According to Goppman, a given 
geographical point in many r cases re- 
ceives Dairy Queen spots emanating 
from stations in various communities 

Queen radio announcements that 
reach listeners at home, as opposed 
to in their automobiles, Goppman 
stated that though the former's im- 
portance is relatively ?econdarv. they 
do make a significant contribution. 
Firstly, they assist in Dairy Queen's 
name-building effort, familiarizing 
listeners with the outfit, so that when 
the spots are heard while on the 
road subsequently, the impact is in- 
tensified. Additionally, for the people 
who live in the neighborhood of a 
Dairy Queen, the radio spots are the 
(Please turn to page 61 "> 


15 JANUARY 1962 


Capsule case histories of successful 
local and regional television campaigns 



SPONSOR: Warwood Mayflower AGENCY: Direct 

Capsule case history: Finding a good program for a 
packing and moving firm, is not the easiest job in the 
world, hut Bob Beall, local sales mgr. for WTRF-TV, 
\\ heeling, \V. Ya.. had no difficult} spotting the client's 
campaign on a program that more than serves the purpose. 
The program was House Detective, a 60-minute show featur- 
ing new homes, homes for sale, attractive real estate buys 
and other information for the prospective house hunter. 
Warwood bought participations in the show, with outstand- 
ing results. Commented Charles Kenamond of the firm: "We 
gained a 17' i increase in our long-distance moving depart- 
ment during the first 10 months of 1961. Most of this in- 
crease is attributable to our advertising on House Detective.'''' 
He pointed out that, over this period, the major burden of 
advertising was carried 1>\ the television show, since the 
budget was appreciably cut in all other media. "We feel 
that our business will continue to grow on WTRF-TV." 

WTRF-TV, Wheeling, W. Va. 



SPONSOR: County Line Cheese AGENCY: Bonsib Adwrti>in« 
Capsule case history: A gold colored Country Cured 
cheese turned out to be a golden opportunity for the manu- 
facturer and cheese lovers in the Ft. Wayne area. During a 
campaign placed on WANE-TV, Ft. Wayne. Ann Colone ad-* 
libbed her way in commercial spots on her Monday -through- 
Friday 1:00 p.m. half-hour variety show, fed her guests the 
new cheese, then asked them for their on-camera opinions. 
On Jack Powell's Dance Date, Monday through Friday, 5-6 
p.m.. teenagers consumed large quantities of the cheese, anc 
prize winners carried the golden bricks home. With the 
exception of a morning and evening spot, all announcements 
were ad libbed by Ann and Jack. I he Country Cured people 
had stored twice as much cheese as they thought the\ could I 
sell: 33,000 lbs. — and at the beginning of the fourth weel^ " 
of the campaign found they were completely sold out. One 
top supermarket sold 750 lbs. in one two-day period alone 
Said one exec: "All could say 'smile and sa\ cheescf 
WANE-TV, Ft. Wayne, Indiana Announcement- 



SPONSOR: Forest Hills Motors, Inc. AGENCY: Direct 

Capsule case history: Forest Hills Motors, Inc., is one of 
the largest new car agencies and used car dealers in the 
Northern Illinois and Southern Wisconsin area. This com- 
pany recently held a 60-hour 'Sell-a-Thon" which was called 
a "tremendous success," with complete credit going to the 
spot advertising campaign on WREX-TV, Rockford. "We 
sold 49 new and used car deals," said Robert White, gen- 
eral manager of Forest Hills Motors. "Over 90 r f of these 
transactions were obtained through the television viewing 
audience." White was enthusiastic in his evaluation of tele- 
vision, particularly as a medium for moving new and used 
automobiles. "Forest Hills Motors has always believed in 
the value of television as an advertising medium. The re- 
sults of our "Sell-a-Thon" have strengthened our former 
confidence. The station has done a superlative selling job 
for us." As a result, the Rockford automobile dealer plans 
to place an even larger share of his ad budget in tv. 
WREX-TV, Rockford Program 


SPONSOR: Tulsa Midas .Muffler Shop AGENCY: Direri 

Capsule case history: The Tulsa Midas Muffler Shop ha 
sponsored the Thursday 10 p.m. newscast on KOTV, Tulsa 
since March of 1961. This is virtually the only advertising 
they did during the year. The wisdom of sending his mes 
sage to a specific audience again and again has realK pro 
duced results for Bob Walenta, the local owner of the \lula 
Muffler Shop. He reports that he has just had the best salt 
\ear in his history, and attributes a great deal of this su< 
cess to the effectiveness of a consistent television prog 
buv. As proof of this, during onl\ one week in Decembe 
over 150 people made a major purchase of the item advei 
tised solely on KOTV the preceding week. This was not i 
special or bargain sale, merely their usual type of commi i 
cial featuring quality and service. These commercials an 
locally produced on video tape, and are of the institutiona 
rather than the hard sell approach. The Midas Muffler cam 
paign is currently running on KOTV on a year-long contract 
KOTV, Tulsa, Oklahoma Prograt 



Issued every 6 months 


Presented here, starting at right, is the first 
portion of sponsor's semi-annual index. The 
revised format introduced in the first half of 
1961 has been maintained, but ivith greater 
emphasis on cross-indexing and the use, wherever 
vossible. of general descriptive references to 
luide the user directly to his source. Because of 
: ts increased length, the July-December portion of 
'he 1961 index is being run in two issues of the 
magazine: the remainder will appear in the 
Issue of 22 January. (Index for January-June 
1961 was published 7 August and 14 August.) 
Where necessary, the 21 sections of this index 
iave been further broken-down into separate sec- 
ions on Radio and Television. ( The section AD- 
ERTISERS, however, deals ivith product-types in 
leneral, and their overall use of broadcast media: 
'or specific tv and radio details see CAMPAIGNS 



Cosmetics/toiletries survey 

Foods in 1960 (TvB) 

Ads. in sports programs (NBC/CBS) 

Cosmetics: Avon spot philosophy 

Account changes in first half 

Tv % of top 100 budgets (TvB) 

Drugs: Merck non-commercial programs 

Food: Supermarket survey 

Cigarette participations — Fall 

Gas/oil: Oilmen shift media gears 

Confectionery: Beechnut's net buy 

Coffee: Hills drop net for spot 

Oil: Mobil doubles net minutes 

Drug/toilet: Participations & costs — Fall ... 

Foods: participations & costs — Fall 

Types of sponsor (single etc.) — Fall 

Children's: Sat. morning sellout 

Gas/oil: Shell institutional via K&E ._ 

Sponsors: Single, multi, alternate; three yrs. ... 
Package goods: gross billings by company in first 
half I TvB) . 

Auto: Gail Smith on spot usage 

Food: Broker & super studies 

Product spending Jan-Aug (TvB) .. 

Toys: pre-Christmas estimates 

Beer: Budweiser & Schlitz spot over 4 years 

Cigarettes: Skis enter via 40's 

Food: How broker steers client 

Auto: TvB presentation in Detroit 

Food: Correlation with children's viewing ... 

Children's program lineup 

News sponsorship _ 

Dentifrice in first half 

Autos: 3-net comparison 

Supermarkets: Managers" media comparison 

Gas/oil/auto: Record use of sports/news/ weather 

Toiletries: Hair-tint survey 

Cleansers: Lestoil marketing buildup 

Soap/dentifrices/cleansers: industry survey 

Auto: Detroit survey 

Radio spot: '62 checklist 

Cigarettes: move to daytime 

Auto: "62 first quarter spending _... 

Soaps etc.: Colgate '62 plans 

Discount houses" growth _ 

Cigarettes: Tareyton & sports ... 

Beer: Schlitz spot plans 

Product protection survey 

Dept stores: Macy's home-furnishings plan and 

fashion sales results 

Beer: Rheingold to JWT 

Increase in spot tv usage (Petry) 

Soft drinks/confectionery 
Account changes: Year-end report 


MacManus, John & Adams: New air media dept. 
L & N asks for 10% cut on 20's 

3 July 
10 July 

10 July 
17 July 
17 July 
24 July 
24 July 
31 July 

7 Aug. 
14 Aug. 
14 Aug. 
14 Aug. 
21 Aug. 
21 Aug. 
21 Aug. 
28 Aug. 
28 Aug. 
28 Aug. 

4 Sept. 

11 Sept. 

9 Oct. 

2 Oct. 
23 Oct. 
30 Oct. 
30 Oct. 
30 Oct. 
30 Oct. 
13 Nov. 
20 Nov. 
18 Sept. 
18 Sept. 
25 Sept. 
25 Sept. 
23 Sept. 
25 Sept. 

2 Oct. 
2 Oct. 

20 Nov. 

20 Nov. 
27 Nov. 

27 Nov. 

11 Dec. 

11 Dec. 

18 Dec. 

18 Dec. 

18 Dec. 

18 Dec. 

18 Dec. 


p. 38 

p. 27 

p. 30 

p. 21 

p. 27 

p. 7 

p. 7 







p. 20 

p. 33 






p. 20 
p. 21 
p. 10 
p. 25 
p. 12 
p. 25 
p. 25 
p. 28 
p. 23 
P. 25 
p. 7 
p. 8 
p. 19 
P.- 20 
p. 27 

18 Dec. p. 36 
25 Dec. p. 7 
25 Dec. p. 11 

25 Dec. p. 30 

3 July 
10 July 



Grej 'a success with ael specials 
Vccounl switches, Eist half '61 
Carl Nichols pres. C&W 
Top '2.0; Media anatomy 
li&R form- marketing unit 
Prettiest timebuyers 


Briefing timebuyers on new accounts 11 


Noble- Y&R merger 

How radio buying changed 

Staff training: agenc) 'moonlighting' 

Fairfax (one suggests spot rotation 

Est) Stowell president OB&M 

Media departments — 1966 

Automation: (see: Media Depl — 1966) 

Media planning problems (Vedder; v l! \ I 

Food broker's view 

Timebuyers' training: How long? 

Lewis, K&E: Tv must talk back 











Noi . 



p. 31 

p. 22 

p. 9 

p. 2") 

p. 10 

p. 34 

p. 30 

p. 7 

p. 34 

p. 36 

p. 7 

p. 8 

P . 27, 

p. 10 

p. 11 

P . 34 

p. 36 

p. 77 

p. 29 

p. 34 

p. 33 

P. 11 

p. 30 

Vvoid formula buying (Meyerhoff) 
Top 50 billings for '61 . 

Radio success: Steers, DCS&S 11 

Len Matthews (Burnett) profile 18 

Ted Bati's returns to agency __ 25 

Vccounl changes: Year-end report 25 

Buyers review stations' p.s. programs (Klein, 

KEWB) 25 Dec. p. 73 


Television : 

Ice-cream: Certified Grocers, Chicago, launch with 

Captain Kangaroo .._ 

Fedders §4 million drive 

GE bulbs— Magoo _____ 

Dubonnet: NY sales up 22% _ 

Drugs: Merck Sharp & Dohme 

Food: Kroger/chainstore/exereise show 

Detergents: Lestoil new spot strategy 

Gas/oil: Amoco's 250,000 spots _ 

Films: Columbia sponsors news 

Liquor: Martini & Rossi vertical plan .... 

Beverages: Cott's 20% increase 

Aluminum: Alcoa's diverse program — 

Beer: Rheingold gets Mets - 


Food : Doxsee clams 

Drugs: Rexall saturation 

Autos: Volvo bounces back __ 

Liquor: Dubonnet NY campaign _ 

Food: Daiteh & Shopwell _ 

Paint: Breinig multi-spatter 

Vuto: Rayco, Midas Muffler 

Soft drink: No-Cal 

Food: Underwood Ham 

Machinery/Metal: AMF, Inco (Tight Budget) 

Gas/oil: Amoco's 250.000 spots 

Records: Kenny's jazz show _ 

.Mercury's Big Drive in California _ 

Tight Budget 

f Cream of Wheat 
_ u , J J°hns Stores 

"1 Brooks Foods ( sauces etc.) 

I Coca-Cola 

Drugs: Pfizer seasickness pill __ 

Tight Budget 

rSoft drinks: Canada Dry 
See above < Toiletries: Mennen 

1 Food: Mueller pasta 
Aluminum: Alcoa's diverse program 
Supermarket: Cas Walker & country music 
Food: Whipstix & Ry-Krisp 

Homes: heat & renovation 

."supermarket: Buffalo survey 

3 July 



10 July 



17 July 



24 July 



24 July 



7 Aug. 



21 Aug. 



21 Aug. 



28 Aug. 



2 Oct. 



16 Oct. 



13 Nov. 



20 Nov. 



3 July 



24 July 



17 July 



24 July- 



Si July 



14 Aug. 



14 Aug. 



14 Aug. 



1 1 Aug. 



21 Aug. 



21 Aug. 



21 Aug. 



28 Aug. 



4 Sept. 



I 1 Sept. p. 29 

II Sept. p. 34 

Teenagers: hip talk from US Rubber 

Shoes: (Keds) see Teenagers (above) 
Auto: Oldsmobile, Zerex antifreeze, Harrison radia- 
tors, Purolator filters, Guardian maintenance 
Cigarettes : Winston _ _ _ 

13 Nov. 



18 Sept. 



25 Sept. 



25 Sept. 



2 Oct. 



9 Oct. 



23 Oct. 



23 Oct. 



Dentifrice: Ipana 

Toiletries: Mennen 

Food: Dreikorns bread 

Farm products survey 

Cumes in metro areas from NB( V&B count) studies 

1 igarettes: Lorillard; L&M 
Sit above -l Drug*: Pharmaco 

I Vuto: Rambler 
Food: Eckrich meats 
Homes: Vllstate & Birtchwood 
Ice-cream: Eskimo Pie 
Vuto: Ford's Caravan success 
\\ inter ads: cereal, antifreeze, drug*, etc. 
Books: Profit Research 
Cereals: Cream of Wheal buying methods _ 
Brer: Rheingold Mets plans 
Office equipment: Xerox 
Beer: Rainier radio-to-print translation 
RADIO RESULTS: 32 case histories .. 


Television : 

Vvoiding cliche- I Vsks: Rex, Wolf, Wilson, Karp) 
On tape: 4-yr. survey 
8 firms that test 

Rules for children/toy manufacturers ... 
Recall: Brillo, Metrecal 

Viewers have more interest I Dichter) /relation be- 
tween program & commercials 
Avoid overspending on film (Asks) 

23 Oct. 

p. 3 

23 Oct. 

p. 3 

23 Oct. 

p. 3 

30 Oct. 

p. 2 

30 Oct. 

p. 1 

6 \o\. 


20 Nov. 


20 Nov. 


27 Nov. 



4 Dec. 



4 Dec. 



11 Dec. 



11 Dec. 



11 Dec. 



25 Dec. 



25 Dec. 



Producers/agencies pick 

SAG settles network cut-ins 

FCC on anonymous endorsements 

"Image": Alcoa basic-qualities 

Basic rules (gimmicks, fuzzy concepts & 


Tape: winter production bases 

Rising costs: ways to avoid 

Radio/tv: copy studies at U. S. C 

Poor commercials (Harper, NL&B) . 

Humor in radio (Asks) . 

Toys: NAB checking performance _ 
Code: NAB, 43 commercials revised 


Visual impact : Ford, Rayco, etc. 

Recall of supermarket ads (Buffalo) 

Radio & print dissimilarities (Ilerzbrun, DDB) 


3 July 

17 July 
31 July 

18 Sept. 
18 Sept. 

2 Oct. 

2 Oct. 

9 Oct. 
16 Oct. 
16 Oct. 
30 Oct. 

6 Nov. 
13 Nov. 

13 Nov. 
27 Nov. 
27 Nov. 

4 Dec. 
11 Dec. 
11 Dec. 
11 Dec. 
11 Dec. 

p. 16 
p. 29 

p. 29 

p. 36 

p. 10 

p. 38 

p. 38 

p. 35 

p. 8 

p. 9 

p. 11 


p. 8 
p. 46 
p. 66 
p. 66 

14 Aug. p. 33 

2 Oct. p. 28 

30 Oct. p. 34 


Television : 

Comparagraph: night 

L&N asks for 10% cut on 20's 

40's: breakdown of o/o's _. 

$8 million for 9 shows (Grey) 10 

Cost & cpm in 100 markets 
ABC juvenile program costs 
NBC daytime costs 
Outlook for rates (Ask-i 




Comparagraph: August night 31 

Nights one-hour, 3 nets . 21 

Children's: Saturday morning programs 28 

Comparagraph: night 28 

Spot rates, '60-'61 compared (Katz) 11 

... 25 






_ 27 


I I'M. 3-net comparison 

Complete Fall lineup 

Comparagraph: night 

i I'M: Tv compared with mags., newsp. 

Pi .\\ cost-yardstick "1 markets 

CPM/HPC: \RB calculator 

Total program cost per night 

Rising commercial costs 

CPM foi 3 nets (Nielsen) 







p. 10 

p. 44 
p. 7 



p. 21 



p. I- 
p. 22 




p. 30 
p. 8 



15 JANUARY 1%2 

Ad decline in women's mags 11 Dec. p. 25 

TV/print comparison since 1955 (TvB) 25 Dec. p. 10 

Daytime: NBC efficiency study _ _ ._ 25 Dec. p. 21 

Radio : 

CBS midweek minute packages _ — . 24 July 

3-net lineup programs/rates 31 July 

Outlook for rates (Asks) 24 July 

31 July 

Spot costs; comparison other media 4 Sept. 

Cumes etc., in metro areas (NBC A&B county study ) 30 Oct. 

p. 21 

p. 38 

p. 40 

p. 42 

p. 36 

p. 36 


WMTW (Maine) sells tropical plants 

98 stations plan for stereo (NAB) 

GE & Magnavox schedules 

FM: Assoc, plans stereo campaign 

Comes of age (Joe Parry WNCN) 

What's ahead for advertisers? (Asks) 

Timebuyers, take heed (McGorrill WNTW) .. 

Stereo's promotion puzzle 

FMBS (Keystone subsidiary) 

No compromise on quality (Stewart, WTCX) 

What are we doing? (Bob Richer) 

WTFM : First new stereo station 

WUPY makes same claim 

Merchandising, image, listener guides, etc. (Asks) 
50 stations broadcast stereo 

3 July 

24 July 
7 Aug. 

14 Aug. 
14 Aug. 

4 Sept. 
4 Sept. 

18 Sept. 
30 Oct. 
30 Oct. 
27 Nov. 
4 Dec. 
18 Dec. 

25 Dec. 
25 Dec. 


p. 68 

p. 73 

p. 73 

p. 74 

p. 72 

p. 46 

p. 70 


Television : 

Time Inc. forms air unit 

Fh>t-quarter billings (LNA) 

Tape: 4-year, anniversary 

First commercial: WNBT, 1941 .. 

Trade associations analyzed 

Typical station profit NAB 

Pay-TV film schedules 

Spot plans of 225 clients (Boiling) 

Censorship: views on Minow/Collins 

TV spot girds for battle .... 

Spot carrier confusion (Huntington) 

New ways of buying spot (Asks) 

FCC 1960 financial report 

FCC top 50 spot markets 

Spot second quarter (TvB) : top 100 clients & bill- 
ings by industry 

Specials sold by 3 nets 

Spot placement by cities (SRA) 

Color: RCA predictions 

Net TV: where is it headed? 

Briefing timebuyers on new accounts 

SAG action on waivers (MCA) 

Net & spot billings, first half, by product (TvB) .. 

Columnists' decline (Pulse) 

FCC: % spent in 10-market blocks 

FCC: how satisfy new logging? 

Spot v. net billings: 5-yr. comparison 

Automation in billings (SRDS) 

Sales in first half (TvB) 

Automation in billing (CMB) 

Pay-TV: Balaban estimates loss 

Automation: spot's billing cost (BCH) 

1956-61 review 

ASCAP: TV and radio totals 

SAG: network cut-ins settled 

Farm survey 

Automation: central billings (Asks) 



RTES seminar 

Spot/net expenditures over 5 yrs 

JWNTA sale: ETMA refuses payment 

Profits over 5 yrs. (Sarnoff) 

WNTA: Meyner compromise 

7 July 



17 July 



17 July 



17 July 



17 July 



24 July 



31 July 



14 Aug. 



21 Aug. 



21 Aug. 



21 Aug. 



28 Aug. 



28 Aug. 



4 Sept. 



4 Sept. 



4 Sept. 



11 Sept. 



11 Sept. 



11 Sept. 



11 Sept. 



11 Sept. 



18 Sept. 



18 Sept. 



18 Sept. 



2 Oct. 



2 Oct. 



9 Oct. 



9 Oct. 



16 Oct. 



16 Oct. 



23 Oct. 



23 Oct. 



23 Oct. 



30 Oct. 



30 Oct. 



30 Oct. 



30 Oct. 



6 Nov. 



13 Nov. 



20 Nov. 



13 Nov. 



20 Nov. 



4 Dec. 



11 Dec. 



11 Dec. 



Spot billings third quarter; top clients, also fringe 

time increases 

Spot decline: Katz "Trailblazer" plan 

WNTA: net grants confusion 

Product protection survey 

FCC: Newton Minow's accomplishments (Asks) .... 

ASCAP: contracts expire; fees paid in '61 

Spot tv's growth: Petry study 

Rates: don't cut plea (TvB) 

Intermedia: Tv alone ups revenue: Year-end report 25 Dec. p. 47 

Radio : 

Agency survey of creative needs 

First-quarter billings '61 (SRA) 

Recipe for creative radio (Elmo Ellis) 

11 Dec. p. 40 

11 Dec. p. 7 

18 Dec. p. 8 

18 Dec. p. 27 

18 Dec. p. 42 

25 Dec. p. 7 

25 Dec. p. 10 

25 Dec. p. 10 

Trade associations analyzed 

Typical station profit NAB 

Radio v. newspapers 

Zeltner (L&N) on problems ._. 

Spot plans of 225 clients (Boiling) 

Low cost: tight budgets survey 

New ways of buying spot (Asks) 

National spot first-half (SRA) 

Reps forecast spot .... .... .. 

Spot placement by cities (SRA) 

Image: creating & selling (Hofler, KRAK) 

CCA lures new money ... 

Changes in radio buying 

FCC: how satisfy new logging? 

Promotion : Emil Mogul's levy plan 

Automation in billing (SRDS) 

Automation in billing (CMB) 

Night radio: survey 

Is running a station more fun? 

1956-1961 review 

Farm survey 

Automation: central billings (Asks) 
FCC: final financial report ... . 

Radio declares "Compare me" 

Intermedia studies 

RTES seminar 

Top 50's share of spot money 

Spot percentage in 10-market blocks 

Spot/net expenditure over 5 yrs. 

Covering "strip" markets (Carlson) .. 
Spot: '62 checklist 

Radio success: Steers, DCS & S 

Radio's 5 images 

RAB annual meet: promotion plans _ 
Net revenues etc.: Year-end report .... 

10 July 
17 July 
17 July 
21 July 

17 July 

24 July 
7 Aug. 
7 Aug. 

14 Aug. 
21 Aug. 
21 Aug. 
28 Aug. 

4 Sept. 
21 Aug. 

4 Sept. 

4 Sept. 

11 Sept. 
11 Sept. 

18 Sept. 

25 Sept. 
2 Oct. 
2 Oct. 
9 Oct. 

16 Oct. 
16 Oct. 
16 Oct. 
23 Ocl. 
30 Oct. 
30 Oct. 
30 Oct. 
6 Nov. 
13 Nov. 
13 Nov. 
13 Nov. 
20 Nov. 
13 Nov. 
20 Nov. 
20 Nov. 
20 Nov. 
20 Nov. 
27 Nov. 
11 Dec. 
11 Dec. 
11 Dec. 
25 Dec. 

p. 36 
p. 7 
p. 32 
p. 37 
p. 36 
p. 22 
p. 27 
p. 33 
p. 30 
p. 42 
p. 38 
p. 32 
p. 36 
p. 47 
p. 7 
p. 29 
p. 20 
p. 67 
p. 30 
p. 34 
p. 30 
p. 34 
p. 69 
p. 25 
p. 28 
p. 32 
p. 31 
p. 27 
p. 38 
p. 44 
p. 44 
P. 9 
p. 12 
p. 35 
p. 29 
p. 46 
p. 10 
p. 20 
p. 22 
p. 73 
p. 28 
p. 34 
p. 38 
p. 67 
p. 60 


Tailoring spot to TV markets: Andrew Powell 

(PGW) 3 July p. 67 

Ranking methods compared (C. H. Smith) 10 July p. 34 

Pulse brand studies in 8 cities 28 Aug. p. 27 

Top 50 spot markets (FCC '60) .. 28 Aug. p. 10 

Per-family spot investment by markets (TvAR) 16 Oct. p. 7 

A&B counties major share of products (NBC Radio) 30 Oct. p. 36 

Top 50's share of spot radio — 20 Nov. p. 10 

Radio spot percentage in 10-market blocks 20 Nov. p. 20 

Radio for "strip"' markets 20 Nov. p. 73 

Growth markets: facts needed (Gilchrist, WESH).. 11 Dec. p. 73 

Regional marketing patterns (drugs, food etc.) 18 Dec. p. 10 

lllll!l!lllllll!llllli:!llllll!!!lllllllll!!lllll!U IIIIIH 

NEXT WEEK Part Two of SPONSOR semi-annual index, 
July -Dec ember 1961, will contain listing of articles in 
the folloiving categories: Network, Station groups, news- 
makers, programing, rep. firms, research, tv and radio 


15 JANUARY 1962 









5 February 

for 10 



National and regional buys 
in work now or recently completed 



Humble Oil is lining: up 20-25 markets for Enco, its division which 
operates west of the Mississippi. Contracts for 39 weeks or the 
balance of the calendar year are being made for local news, weather, 
or sports shows. Schedules are for three to five 10-minute programs 
a week in early or late evening. Agency: McCann-Erickson. 
Lever Brothers buying on the corporate level last week: 30-minute 
shows in seven markets for 52 weeks. Lever also went into 15 mar- 
kets on behalf of Handy Andy, selecting daytime, early, late and 
prime evening minutes for a 13-week campaign starting 11 Februan. 
Agency: J. Walter Thompson. Buyer: Pete Riley. An eight-week 
campaign for Silver Dust, using early and late and fringe evening 
minutes, starts 4 February in nine markets. Agency: SSC&B. Buyer: 
Bob Carmody. 

Socony Mobil Oil Co. has schedules of night minutes in 13 mar- 
kets starting 1 February through 30 September. Agency : Ted Bates. 
Buyer: Dick Waller. 

Corn Products, on behalf of Nucoa, has nighttime minutes and 
breaks in 13 markets for 10 weeks starting 15 January. Agency: 
Dancer-Fitzgerald-Sample. Buyers: Doug Flynn and Joe Campion. 
Durkee-Mower, Lynn, Mass., is going into a host of markets on 
behalf of "Marshmallow Fluff." The five-week campaign has a 
5 February start date. Time segments: minutes in kids' show v. 
Agency: Richard K. Manoff. Buyer: Len Ziegel. 
J. H. Filbert, Baltimore will promote Mrs. Filbert's margarine for 
six weeks starting 29 January in several markets. Time segments: 
day and late night minutes. Agency: Young & Rubicam. 
Chicken of the Sea Brand Tuna scheduled fringe nighttime min- 
utes and breaks in 11 markets. The 10-week promotion began 1 Jan- 
uary. Agency: Erwin Wasey. Rutin auff & Ryan. Los Angeles. Buyer: 
Dorothy Sutton. 

Helene Curtis is in nine markets for Spray Net. The six-week 
flight starts 21 January. Time segments: minutes. Agency: McCann- 
F.rickson. Buyer: Ruth Leach. 


Sterling Drug, New York, is in 14 markets for the first quarter of 
the year for adult Bayer Aspirin with more markets to be added 
later for children's aspirin. Time segments: minutes. Agency: 

Pall Mall is going into some 3o markets in early March for two 
weeks. Agency: Sullivan, Stauffer, Colwell & Bayles. 
Tetley Tea Co., Greenwich, N. Y., went into several markets on 
8 Januarv for 11 weeks. Agency: Ogilvy, Benson & Mather. 
American Chicle Company is in nine markets for 26 weeks on be- 
half of Dentyne chewing gum. Agency : Ted Bates. 



15 JAM ARY 1962 

Media people: 

what they are doing 

and saying 


Dorothy Shahinian is now asst. to Donald Leonard, v. p. and 
media dir. at F&S&R. . . . Melita Skalberts has been plaeed on 
Scott's Soft-Weve at JWT. . . Selma Grosswirth named media 
dir. of L&IS's newly formed wine-and-spirits div. She was pre- 
viously media director of Lawrence Fertig & Co., which became 
part of L&N 1 Jan. . . . Elsie Rossi was made media mgr. of the 
wine-and-spirits div. 

Ben Pettick of Product Services discussed with reps the impact of 
television on viewers of all age groups, at the Pen & Pencil last week. 
' ; I have a five year old daughter. ' said Pettick, "and she won't even 
eat candy cigarettes unless they're filter-tipped." 


DESPITE THE FACT that he cheated a little by using a golf cart and getting a head 
start on opponents, Johnny Costa, better known as "Indian Mary" of KDKA-TV, Pitts- 
burgh, joyfully accepts check for Children's Hospital from Waterford track's presi- 
dent Jim Edwards, after winning station's "Grand National." Losers (rear) look on 

Sam Brownstein, general mgr. of Prestige Representation 
Organization, had lunch with Jack Levins of Ted Bates at Vin- 
cent & Neal's Hampton East, and showed him his station list. 
Since PRO does not accept stations in the top 50 markets, 
Brownstein told him: "If you look at the list through a magni- 
fying glass, Jack, the markets get bigger." 

At W. E. Long Adv. in Chicago, Russell Gilbertz, who was dir. of 
media and research, was appointed asst. dir. of adv. In turn, Russell 
Rynerson, asst. media dir., became media dir. . . . W. J. McEdwards has 
been made adv media mgr. for the Simoniz Co., Chicago. Previously, 
he'd been with NBC net sales and Tatham-Laird as a.e. and asst. dir. of 
media. . . . Dick Werner, formerly with Kudner and L&N, was named 
dir. of research and media at Blanchet & Lewis. 
[Please turn to page 48) 





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15 JANUARY 1962 





looking for a big one? 

They don't come much bigger than Outdoor advertising! '. 
fact, Outdoor might just be the big idea you've been lookii 
for to make you look bigger in your client's ever-watchf 
eyes. When his message goes outdoors, it's up there big ai 
bold in glorious color, larger than life. It's right out in ti 
marketplace where everybo Jy can see it ( research shows 94 ' 
of car-owning families see your poster 2 1 times each month 
The impact is sensational, the exposure is tremendous ai. 

?st of all, the cost is low. Outdoor advertising actually costs 
ae-tenth to one-fifth as much as most primary media! 
way from the crowded printed page and overloaded air- 
aves, your client's message always gets ''preferred position," 
ist three minutes away from the cash register. Outdoor is 
uly the marketer's medium. Call your Outdoor advertising 
^presentative or local plant operator — he's full of ideas 
oout how you can use Outdoor imaginatively. Get the idea? 









S February 
for I© 



(Continued from page 1" 

Caley Augustine of Wild, Pittsburgh, at the Grin/.ing Restau- 
rant with buyers from Riedl & Freede, spoke of Tommy 
O'Malley, the 1 I -year-old hoy who found a hank hag filled with 
$25,000 in ones, fives and 10's on the streets of Pittsburgh sev- 
eral years ago and went to the poliee with it. WIIC's news unit 
interviewed the hoy and his family, and asked his father what 
he thought of his son's deed. 

"All I ean say is," said Mr. O'Malley. "I'm proud to have such 
a foine, honest, clean-living, good-thinking idiot of a son." 

Rep Memo: Kevin O'Sulli- 
van to HR&'P from Indepen- 
dent Television Corp. . . . 
Ed Ryan another addition 
to HP&R. leaving Crosley 
Broadcasting . . . Russ Bar- 
ry to Chicago office of CBS 
Television Stations Nation- 
al Sales, from WBBM-TY. 
Chicago . . . Al Hazelwnip.l 
appointed mgr. of Vernard, 
Rintoul & McConnell in Dal- 
las. He was formerly mgn 
of KSWO-TV. Wichita Falls, 
Tex. . . . At Kalz. Sem 
York: Scott Donahue, who's 
heen acting as eastern tv 
sales mgr.. named v. p. for tv 
sales . . . Michael Memhrado. 
previously assistant tv sales 
manager, made eastern tv 
sales mgr. . . . Frank Mc- 
Cann moved from the sales 
staff to become eastern t\ 
asst. sales mgr. . . . Oliver 
Blackwell made director of audience development. He was assistant sales 
manager . . . In its Chicago office: Boh Rohde became asst. tv sales mgr. 
for western stations . . . Joe Hogan named assistant tv sales mgr. for 
eastern stations . . . At Katz, Los Angeles: Gerald Jones made mgr. of 
the local office leaving the San Francisco tv sales staff. 

Marie Coleman of Donahue & Coe told reps at the Envoy 
Restaurant about a small agency whose accounts have a limited 
ad budget, and to economize the agency even produces its onn 

'"''They had to get out a travel commercial with a wintertime 
locale very fast,''' said Miss Coleman, "and on the day of the 
shooting, the script was so had, the account man went into a rage 
and tore it up into hundreds of little pieces. But it didn't go to 
waste. Thev used it for snow." ^ 

TEACHING the latest subtleties of the Twist 
to kiddies over WJBK-TV, Detroit, is Bongo 
Bailey, the co-star of the 'B'Wana Don Show' 


15 JANUARY 1962 


{Continued from page 30) 

appliance companies as not particu- 
larly noteworthy in view of what has 
been derived from other product cate- 
gories. The major appliance com- 
panies spent $105.5 million in meas- 
ured media in 1959 with $45.6 mil- 
lion in magazines, $34.1 million in 
television, $21.6 million in news- 
papers, and $123,000 in outdoor ad- 
vertising. There was a slight spurt 
in tv appliance company advertising 
in 1960 with $104 million going into 
measured media. Again, magazines 
were first with $42.2 million and tele- 
vision was second with $38.7 million. 
Newspapers were third with $23 mil- 

The hesitant tone that struck the 
country during the first half of 1961 
and brought about a decline in the 
economy also affected all forms of 
media. Along with other advertisers, 
major appliance companies, discour- 
aged by the slump in business, tight- 
ened their belts. Magazines, which in 
the first six months of 1960 received 
$22.7 million from the appliance 
makers, got only $17.3 million in the 
same period in 1961. Television 
dropped from $15.8 million in the 
first six months of 1960 to $11.7 mil- 
lion in the same period of 1961. Ap- 
pliance spot tv business in '61 third 
quarter was down to $927,000 from 
$1,260,000 in the same period of 

Figures for the last three months 
of 1961 are not yet available but the 
report is that the appliance industry's 
business rose in the last quarter and 
•it was reflected by a boost in adver- 
tising. Motorola, for one, came back 
with specials. Westinghouse also ap- 
peared with a flock of specials. Fed- 
ders came in, as did Sunbeam. But 
|1962 is the year broadcasters are 
hunting on for the major appliance 
ompanies to step up their expendi- 
tures in television. They figure the 
Philco company will be an incentive 
'for others to do likewise. 

At the present time the appliance 
nanufacturers' schedule on television 
shapes as follows: 

1 At ABC TV Motorola is backing 
ping Crosby specials; Maytag has 
participation sponsorship in Maver- 
'ck; Westinghouse is backing specials 
<tnd Philco, as indicated previously, 
las participations in a batch of prime 
ime programs. 

At CBS TV the score card shows 

General Electric with full sponsorship 
of G-E College Bowl and General 
Elecrtic Theater; Westinghouse with 
a series of full-hour drama programs; 
Bemington Band with alternate spon- 
sorship of Gunsmoke ; J. B. Williams 
(Universal Appliances) with partici- 
pations in Password, House Party, 
The Millionaire, The Verdict Is 
Yours and other daytime shows. 
Becently Motorola was a co-sponsor 
of The Power and the Glory and 
Carnegie Hall Salutes Jaek Benny. 

At NBC, the Badio Corporation of 
America is co-sponsor of Walt Dis- 
ney's Wonderful World of Color; 
Singer has one-third of Dr. Kildare; 
Westinghouse has full sponsorship of 
news specials and Philco has minute 
participations in several nighttime 

It is also evident that a powerful 
drive will be made by national spot 
reps to divert some of the appliance 
maker ad money from network tv as 
well as from magazines and news- 
paper co-op deals. This is borne out 
by the thinking of John H. White, 
national tv sales manager of HB 
Television, Inc., who urged that sta- 
tion reps concentrate "on getting the 
large appropriations that are going 
into magazines and in many areas 
into co-op advertising.' According 
to White "most of the money that 
heretofore found its way into spot tv 
has been siphoned off into the net- 
work shows of individual appliance 

"It's the intention of the spot in- 
dustry to reclaim some of this busi- 
ness through the efforts of TvB and 
the efforts of the individual sales 
development departments of the na- 
tional spot representatives," White 

James F. Grady, executive vice 
president of Young Television Corp., 
noted that the appliance industry has 
been notoriously poor as tv spot users. 
He said the only major company 
which used spot during the past sea- 
son was Frigidaire, and it bought 
both nationally and locally via dis- 
tributors to avail itself of the local 
rate. O'Grady said Westinghouse and 
Philco did some co-op advertising in 
scattered markets around the country. 

"It seems to me the ferment and 
tumult in the appliance industrv 
might be reflected in increased na- 
tional tv spot schedules," O'Grady 
told sponsor. "With all the fresh, 
new marketing thinking emerging 


15 JANUARY 1962 

from this industry, appliance men are 
much more likely to recognize the im- 
mense values and sales results of na- 
tional tv spot." 

The discount houses, among the 
greatest mass merchandisers in the 
land, are becoming the most aggres- 
sive, the most virile local users of 
the tv media. TvB recently revealed 
more than a dozen examples of dis- 
counters, from coast to coast, who 
are making admirable use of televisi- 
sion to sell appliances and other mer- 
chandise. As Stephen Masters, presi- 
dent of Masters, Inc., and head of the 
National Association of Discount 
Merchants, recently declared: "No 
channel of distribution has developed 
at a faster rate in modern retail his- 
tory than the discount department 
store. And the past few years are 
only the beginning. The next five 
years will set most marketing people 
back on their heels." 

With sales of an estimated $4.1 bil- 
lion in 1961. discount stores will 
have passed mail-order and variety 
stores in volume, according to TvB. 
More items to sell, less personal sales- 
manship, rapid turnover and other 
factors have made it necessary for the 
discounters to look to television to 
reach customers, according to TvB. 
In commenting on what has been de- 
scribed as one of the greatest revolu- 
tions of the 20th century, Norman 
E. Cash, president of TvB, observed 
that "competition will continue to 
grow and the diversification of prod- 
ucts and stores will continue." 

"I would predict that the day may 
not be too far off when we will even 
have discount new car dealers selling 
all makes," Cash observed. "As in 
any revolution, the times call for new 
ways of doing business. The selling 
revolution calls for new ways of 
reaching the public — more advertis- 
ing and better advertising. As the 
medium which has helped spark the 
change, television is also the adver- 
tising force which can enable any ad- 
vertiser to meet the new challenge." 

The discount houses have spread 
to virtually every corner of the union. 
The three best known discount de- 
partment stores in the East — Masters. 
Korvette and Two Guys From Harri- 
son — were reportedly doing an annual 
volume of about $67 million in 1955. 
In 1960, the estimated volume of 
these three low-margin operations 
was approximately $320 million — 
( Please turn to page 55 • 



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What's happening in U. S. Government 
that affects sponsors, agencies, stations 


15 JANUARY 1962 

Copyright 1962 



Many changes have taken place in attitudes of regulators and legislators with 
respect to tv programing since the Barrow report was issued by the FCC : whether 
opinions among FCC commissioners have changed may be clarified by their ques- 
tions when the networks have their innings in the programing segment due to be- 
gin on 23 January. 

The Barrow studies began in a climate of doubt as to whether the networks might not 
have too much control over programing on tv, along with too much control over the time 
of the nation's tv stations. 

This central question has been complicated, if not weakened, by doubts as to whether 
sponsors and ad agencies exert too much control. This proposition came to the fore and 
was weakened in its own turn by the question of whether talent agencies might not be in- 
creasingly more powerful — and too powerful — in the fields of production and programing. 

The Justice Department already has its talent agency investigation in the Grand Jury 
stage in Los Angeles. Highly secret proceedings are looking into whether it will be possi- 
ble to obtain an indictment alleging monopoly over talent, probably extending into 
control of air time through control of talent and specific programs. 

Networks and sponsors have been long-time whipping boys with respect to radio and 
then tv programing. It was natural that the network inquiry would broaden into a new 
contemplation of alleged sponsor control. It will be this question which, if anything, 
takes some of the heat from networks. However, the talent agency angle — if it ex- 
plodes into actual indictments — long after the networks finish testifying before the FCC, 
could steal some thunder from FCC findings. 

Meanwhile, the Commissioners could not have insulated themselves from changes in 
this picture of Washington interest in programing, even if they wanted to. The questions 
they throw at network witnesses will clearly illustrate the angles which are troubling them. 

The networks will naturally defend themselves against allegations made in earlier chap- 
ters of the network probe, and will present exhaustive cases in their own favor. But the real 
significance may lie, instead, in the questions which Commissioners throw at them. These 
questions could not only indicate their thoughts about the network position, but 
might reveal how they stand on that old bugaboo of sponsor control of program 

Advertisers have much more to worry about in the Federal Trade Commis- 
sion Colgate-Ted Bates decision than might appear on the surface. 

Colgate will appeal, but no court decision could wipe out the full significance of the 
FTC decision. The five commissioners, in an unanimous decision, set down new and more 
rigorous rules for tv advertising generally. 

The decision of the court may be confined entirely to whether shaving a piece of glass 
and calling it sandpaper is "harmless puffing," or false and misleading advertising in vio- 
lation of law. At most, the decision will contain general statements about what is "harm- 
less puffing.'* 

Meantime, the FTC has gone on record as banning a long list of usual ad practices, 
previously considered perfectly reasonable and legal. Whether or not the sandpaper 
decision stands, the FTC precedent will be largely unshaken. The Commission will 
definitely be tougher in the future. Of course, sponsors would undoubtedly take future 

(Please turn to page 53) 

ONSOR • 15 JANUARY 1962 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


15 JANUARY 1962 Don't be surprised if a major syndicator announces a program production 

c»»yright ,B62 deal with the War Department for a documentary special or series on commu- 

sponsor nism. 

publications inc. It would be loaded heavily with impressive production credits and — more significant- 

ly — could reflect a new syndication diversification tendency, namely, non-broadcast, non- 
theatrical, military production. 

Background to the brass' call for film: to standardize its position on key issues, 
which would prevent individual officers from handing down private opinions as though 
they were government policy. 

One of the most important developments in syndication to stations recently 
has been the growth of cooperatives and film clearing houses such as TAC, a di- 
vision of Trans-Lux. 

TAC v. p. Robert Weisberg notes there are already 35 programs ready for telecast 
and 100 will be available by the end of the year. The programs specialize in special 
informational, educational, and cultural subjects. 

Latest to join TAC are KGO-TV. San Francisco — as a producer — and WRAL-TV. Raleigh, 
both as producer-subscriber, plus WTRF-TV. Wheeling; WTAR-TV, Norfolk; WFAA-TV. 
Dallas; and WLAC-TV, Nashville, as subscribers. 

As of last week there were a total of 23 subscribers signed with TAC, and a total 
of 21 producers, some of which also are subscribers. 

These are predominantly major market stations. 

Seven Arts' Volume III of post-1950 Warner Bros, features gets off the 
ground with an initial sale to WCAU-TV, Philadelphia. 

MGM-TV this past week also advanced its recently-released second group of post-1948 
MGM's with sales to KMOX-TV, St. Louis; KLZ-TV, Denver; WZKO-TV, Kalamazoo; 
KONA-TV, Honolulu; WMTW-TV, Poland Spring, Me., and KOLO-TV, Reno. 

Incidentally, Seven Arts also sold Volume I to KRNT-TV. Des Moines, and Volume 
II to WINK-TV, Ft. Meyers; WTVP, Decatur, and KID-TV. Idaho Falls, plus its Loone^ 
Tunes cartoons to KID-TV, KMSP-TV, Minneapolis, and WCCA-TV, Columbia. 

Tv Marketeers expects to have The Flying Doctor, with Richard Denning a* 
a first run series in syndication in 1962. 

It reports these other December sales: Sea Hawk to WGAL-TV, Lancaster, plus a tota 
of 11 station sales of Waterfront, Dr. Hudson's Secret Journal, and Mayor of the Town. 

Storer Programs has released Divorce Court for daytime stripping. 

Sales manager Jacques Liebenguth believes it's the only full-hour syndicated seric 
specifically aimed at women. 

Show is already stripped in Atlanta, Chicago, Cleveland, Los Angeles, Miami, am 
Salt Lake City. 

Banner Films will syndicate additional episodes of A Way of Thinking, wit! 
Dr. Albert Burke. 

The tape series, off WNEW-TV, New York, already is in 48 markets. 

52 SPONSOR • 15 JANUARY 196! 

FILM-SCOPE continued 

Robert M. Weitman has been appointed v.p. and studio chief of MGM, step- 
ping up front v.p. of tv operations, where he has been for about two years. 

It's the first case of a tv man raised to top studio level. 

Meanwhile, over at Paramount, Ezra R. Baker has resigned as Eastern head of the 
tv commercials department. 

Entry deadline for the Third American Tv Commercials Festival has been 
set for 15 February. 

Awards will be made 4 May in New York and the winning commercials will then take 
to the road for showings in Chicago, Toronto, Dallas, and Los Angeles. 

A special feature of the competition this year: five regional councils of judges for 
the East, Midwest, Southwest, West Coast, and Canada. 


(Continued from page 51) 

adverse decisions to the courts if they are given any tangible encouragement in the sandpa- 
per case. 

The networks will be pushing their cases with particular ardor in the FCC 
hearings beginning 23 January: they will be looking over their shoulders at the 
Senate Commerce Committee, which is waiting for conclusion of these hearings to 
begin consideration of a network regulation measure. 

The House Commerce Committee, which contains several members most anxious to see 
the networks come under FCC control, does not at present have plans for hearings on the 
subject. If the Senate should approve such a bill, however, it is certain the Harris Committee 
would do its best to advance the measure. 

Sponsor control of programs will undoubtedly be a major feature of Senate 
Committee hearings, on the theory that networks are not now regulated and that sponsors 
allegedly have too much to say about what goes over the networks. This set of propositions 
is added to the one holding that networks in turn control most time of most stations. 
And the mathematics used comes out with an answer that they must regulate networks, if 
there is to be any effective regulation of stations. 

This is not necessarily the present thinking of the Senate Committee, but it appears likely 
that the hearings will produce an effort to make it so. 

Sen. Dodd's Juvenile Delinquency subcommittee hearings on sex, crime and 
violence on tv prepare to return to center stage. 

Here again, an effort has been made and will be made to pin blame on sponsors and 
sponsor control. 

Dodd contemplates new hearings involving Hollvwood tv film program producers — four 
of which have already had films and other material subpoenaed — probably within two months. 

Rep. Manny Celler (D.,N.Y.) also re-enters the Washington broadcasting pic- 
ture: folding of two Los Angeles daily newspapers have reactivated his interest in 
control of the media of communications. 

He announced he will probe the L.A. development, but only as a part of his continuing 
interest in such questions as whether newspapers should be permitted to own radio and tv 

• 15 JANUARY 1962 


A round-up of trade talk, 
trends and tips for admen 


15 JANUARY 1962, 

Copyright 1962 



Michigan Avenue scuttlebutt has it that McCann-Erickson is zeroing in on 
United Airlines account, now with N. W. Ayer and worth about $6 million. 

McCann did a massive research job on the airlines business when it was among 

bidders for the American Airlines budget. 

Looks like a ticklish situation over commissions looms between reps and their 
Boston stations over the Ballantine account. 

Gene Del Bianco, who, with Esty support, was recently set up as Ballantine media- 
merchandising "agent" in that area, has advised Boston rep offices that he'll do the buying 
direct for Ballantine's needs. 

What the reps have yet to find out: whether contracts and billing will be cleared through 
Esty, New York. 

One of the tv networks appears to have this price policy on program cost 

It'll entertain a reduction in price request if the account involved has but one agency, 
but it'll turn a deaf ear to the suggestion if the account has a stable of agencies. 

Seems the network would rather have the request come direct from the account. 

There's very little chance of any major American rep setting up an interna- 
tional division for some time. 

Among those that have contemplated the idea is Katz. 

Said Gene Katz when queried about the prospects last week: "Once a year we take a look 
at the prospects and then come to the conclusion there isn't enough involved to make it excit- 
ing. The income from one added medium-sized U.S. market would more than equal 
the commissions that might be had from all international tv billings." 

Don't be surprised if the Bates-created commercials take on a different image 
generally during 1962. 

It's already happening in connection with Anacin. The anvil-pounding may soon be re- 
placed with the soft sell of fluttering butterflies as the central pictorial motif of the head- 
ache remedy's story. 

This concept, tagged Slice of Life and framed around family narratives, is being tested 
in a couple markets. 


For some oldtime Madison Avenue programing people Carlo deAngelo, pioneer 
radio director who died last week, will always be identified with one of the classic 
ripostes of the business. 

The riposte climaxed a spate of hard words during a program rehearsal between deAngelc 
and one of Broadway's shining musical comedy stars over the inclusion of what was deemed 
a blue gag in the script. 

Sneered the performer: "How do you know what's right? I've got $4 million." 

Retorted deAngelo : "But I've got four friends." 

Postscript: deAngelo next week was off that show. 



(Continued from page 49) 

more than 450% increase. 

Masters has pointed out that more 
than a third of all appliances sold 
in the United States last year were 
sold in discount outlets. "In fact, over 
90% of the electric appliances sold 
in New York City in 1960 were sold 
at a discount," Masters said. 

Today there are more than 600 
arge discount centers operating in 
he United States, according to Mas- 
ers. "These self-standing discount 
;enters, many of them running well 
)ver 100,000 and 150,000 square 
eet in size, have large parking lots 
'md sell everything a person could 
possibly want," Masters said. "Some 
inits even operate their own gaso- 
line stations on these lots, and sell 
jas at a nice discount. Many of the 
|iuge discount centers are averaging 
ix, eight, and even 10 million dollars 
i year in volume. The total number 
)f discount stores in the U.S. certain- 
jy exceeds 3,000 and may now have 
eached 4,000 units." 

Significant in Wall Street and other 

mancial centers is the fact that such 

:;reat retailing giants as Woolworth's, 

"he May Company, Allied Stores, 

tc, are beginning to enter the dis- 

ount merchandising field. Said San- 

prd C. Bernstein, manager of the 

orporate finance department of 

)ppenheimer & Co., members of the 

N. Y. Stock Exchange: "At present, 

! 30% -after-tax-return is not excep- 

ional for discounters. This is triple 

he return available in traditional 

orms of retailing and a very attrac- 

ive return for any investment in 

American industry. Because of this 

inusually fine return, giants will be 

reated. It is no surprise that Wall 

street wants to know more about the 

aen who are making this exciting in- 

ustry tick. The capital is becoming 


The marketing revolution took a 

ew turn in the latter part of 1961 

'hen Philco Corporation launched 

Is merchandising plan called "In- 

'ant Dividend." Those in opposition 

b the plan, and they are growing 

aily, quickly dubbed it "Instant De- 

ision." Known as the "cash-register 

|ipe plan," it enables a customer to 

uy any of Philco's major electronic 

lr household appliances through a 

jonus buying arrangement keyed to 

>od purchases. This is how the ID 

Ian works in a specific instance: 

Say, a customer selects a Philco 
appliance, with normal carrying 
charges coming to $200 under the 
plan. Once her credit is okayed by 
the dealer, the appliance is installed 
in her home. She also gets a special 
member's identification card. Then, 
each time she buys groceries and 
other items at a participating super- 
market, the check-out clerk certifies 
her cash register tapes with her mem- 
ber's card. At the end of each month 
she shows the tapes to the super- 
market. If these total $182 for the 
month, she is credited with a full $10 
monthly payment toward the appli- 
ance purchase. If the tapes come to 
less than $182. she pays in cash the 
difference between the allowance for 
her total purchases and $10. These 
allowances are made clear in her ID 
membership literature. For example, 
if her purchases average $130 a 
month ( reportedly normal buying for 
a family of four) her tapes entitle 
her to a credit of $7.15. Instead of 
paying $10 that month she pays only 
$2.85 in cash toward her monthly 
payment. If she continues to buy at 
this rate of $130 monthly she ends up 
by paying only $57 in cash for the 
purchase of her ID appliance. 

Philco as a manufacturer and a 
number of dealers who have latched 
on to the ID idea insist that this new 
marketing plan may revitalize appli- 
ance and electronic goods in the 
United States. 

"We firmly believe that ID sales 
benefit customers. Philco dealers and 
distributors, Philco itself and our 
whole industry," Bowes, manager of 
the consumer division, declared. 
"Nonsense" is the sharp reply from 
a number of dissidents. Opposition to 
ID and variants of the plan has come 
from such groups as the National Ap- 
pliance & Radio/Tv Dealers Assn., 
several rival manufacturers and the 
Pittsburgh Better Business Bureau 
which urged housewives to examine 
all angles of ID before signing on the 
clotted line. 

Nonetheless, no one is underesti- 
mating the power of ID and its abil- 
ity to engender customer loyalty. The 
recurring question, which few have 
been able to answer satisfactorily, is 
this: how much does the ID plan 
cost? Nobody, according to Super 
Market Merchandising, one of the 
leading weekly publications in the 
field, wants to reveal the answer to 
have a network of service stations 

this question at the moment. "Our 
own guess is that it's not much more 
than for trading stamps," the publi- 
cation observed. "Some might call it 
folly for companies who have been 
committed to trading stamps for 
years to take on another burden just 
as heavy or heavier. Yet it makes 
sense, although its a little weird. For 
the truth of the matter is that trading 
stamps have been equalized. Now that 
practically everyone is in it, it is as 
standard a part of costs of operation 
as labor costs. The fact that A&P has 
come aboard in several states proves 
the point. So what's left? Double 
stamps? Triple stamps?" 

No sooner did Philco tie-up with 
the Thorofare Markets in Pittsburgh 
than the ID plan started to zoom in 
other parts of the country. But as 
indicated above, the fur began to fly 
soon after. Appliance Associates, an 
appliance dealer in Pittsburgh, 
brought suit against Philco and the 
supermarket chain for violation of 
the antitrust laws. The Federal Trade 
Commission also began an investiga- 
tion of the tape plans. Observers in 
Pittsburgh said over 3,300 appliances 
were sold through Thorofare Markets 
in the first six weeks of operation. 

One of the first to throw cold water 
on the ID plan was Victor P. Joerndt, 
president of the National Appliance 
& Radio-Tv Dealers Assn. "Even as- 
suming that there is no increase in 
the price of food as the result of this 
plan, it still ties the customer's hands, 
in so far as shopping for food bar- 
gains goes," Joerndt declared. "As 
any housewife knows, judicious shop- 
ping of various supermarkets — buy- 
ing one special here and another 
there — can result in savings of more 
than $2 off the household's weekly 
food bill. I believe that once these 
facts are known to the public, food 
tape plans will fall of their own 

Bowes predicted that by the summer 
of 1962 ID will be in full swing. He 
said Philco has no intentions what- 
soever of selling direct to supermar- 
kets, thereby sidestepping distribu- 
tors and dealers. 

Meanwhile, the appliance industry, 
both on the manufacturing and re- 
tail level, is going through a heady 
revolution. The industry predicts 
there'll be a 5% increase in 1962 
from the 1961 level. Accordingly, 
broadcasters see in this prediction 
decidedly more business for tv. ^ 


15 JANUARY 1962 


; MM-^- 



It's one of the enigmas of the human mind that most men 

who sell advertising do not "buy" their own philosophies. They have another 

face for this occasion. 

Tho there are exceptions, of course, (and we number some of them among 
our clients) the broadcast industry, as a whole, is a perfect case in point. Last year 
it "sold" over $2,200,000,000 worth of radio and tv time. It "bought" an 
estimated 7-million dollars worth of trade paper advertising; an expenditure of 
about one-third of one percent of total sales. It may have matched that 
expenditure for local advertising— bringing the grand total up to 
two-thirds of one percent. 

It advocates the concept that industry should allocate three to five percent 
for promotion but it "buys" about 20% of what it "sells". 

We wonder what would happen to the broadcast industry, itself, if other 
industries used their ratio. Thank Heaven it's not likely. 

But more important— we wonder why more broadcasters do not realize 
that if they can do so well with so little, what an enormous potential there 
actually is out there— and what successes might be achieved if the 
industry "really believed" in advertising and allocated the same budget for 
themselves that they so loudly proclaim for others. 

The stakes are a piece of $10,000,000,000 (ten-billion) more American dollars. 



{Continued from page 31 ) 

what it will of that!"' 

What image <>f herself does the 
American woman respond to most 
warmly? Roherts said there is no 
pat answer to this question. "She 
does not, however, enjoy herself as a 
housework drudge," Roherts empha- 
sized. "But she does react positively 
to commercials in which she is shown 
as a busy, versatile, jill-of-all-trades 
— bursting with managerial know- 
how, guarding her family's health, 
running a busy suburban household 
with no visible exertion." 

As one would expect, vounger and 
older women (SRC arbitrarily makes 
35 the dividing line) react somewhat 
differently to feminine portrayals in 
commercials. According to Roberts, 
older women are more easily swayed 
by maternal authorities than their 
juniors and respond more positively 
to the 'career girl"' presenter no long- 
er in her prime but still slim and at- 
tractive (because she represents an 
attainable ideal?) . 

'"On the other hand, very youthful 
presenters/personalities do their best 
among women of a like age and out- 
look." Roberts said. "Presumablv. 
older women cannot bridge the gulf 
of years and identify with maidens 
on whom the dew is still fresh." 

Frankel. certified in two mental 
health professions, psychology and 
psychiatric case work, observed that 
the American female population sees 
in the sophisticated suburbanite im- 
age "a successful self-assured woman 
who has no psychological conflicts 
about her femininity. 

"Having thus established in the 
suburbanite image a clear feminine 
identity, the female audience now has 
an idealized figure available which 

offers them the promise of successful 
womanhood by purchasing the at- 
tributes of the suburbanite symbol," 
Frankel said. "Through the repeti- 
tive techniques and unconscious as- 
sociation, the object that is adver- 
tised is inseparable from the ideal- 
ized woman in the commercial. 
Therefore, to buy the object is to 
unconsciously become to oneself the 
desirable idealized woman." 

The suburbanite image in adver- 
tising is also sufficiently pliable in 
order to permit a good deal of pro- 
jecting by the female viewer, Frankel 
noted. "The suburbanite is a com- 
posite of so many different desirable 
personality attributes and situations 
that there is literally something avail- 
able for everyone." Frankel said. 
"The symbol of suburbanite is seen 
as happy, self-assured, comfortable, 
successful, poised, sophisticated, a 
lady, sexually exciting, romantic, 
youthful, clean, worldly, cultured, 
popular, ageless, slim, stylish, order- 
ly, efficient, and accepted. Almost any 
unmet female would find a potential 
home for fulfillment in this large as- 
sortment of desirable traits." 

Frankel insisted that this fulfill- 
ment would apply not only to individ- 
ual women but to clusters of women 
organized around income group and/ 
or age group. 

"Living out the prototype of the 
suburbanite woman meets personal- 
ity needs for self-esteem on a time 
limited basis, inasmuch as it con- 
tinually creates new hungers that 
need year round feeding," Frankel 
explained. "In this sense, advertis- 
ing achieves its objectives by psycho- 
logical manipulation of emotional 

Dr. Feldman agreed with his col- 
league that in recent years the image 
of the well-groomed suburban house- 



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wife at lunch in town or parking her 
late model station wagon has been 
very widely used — and used, it ap- 
pears, to good advantage — in tv com- 

"In general, the suburban house- 
wife symbol has greater appeal for 
those women in the lower middle in- 
come groups and those who are her 
contemporaries, though of course 
there are exceptions." Dr. Feldman 
observed. "In our culture, we tend 
to depend upon our contemporaries 
for guides to our own behavior. This 
brings about a sensitivity to the ac- 
tions and aspirations of others, re- 
sulting in a behavioral conformity 
and a dependence upon the approval 
of others. The suburban housewife 
has become the embodiment of the 
universal needs for love, security, 
and happiness. The mass media of 
communication have been greatlx in- 
strumental in endowing her with 
these virtues and have as a result cre- 
ated a symbol with which many 
American housewives can identify." 

Identification can also be a two- 
edged tool, Schwerin's Roberts points 
out. How does one avoid getting 
wounded with the wrong end of it, 
Roberts asked. One should, there- 
fore, ask oneself three key questions 
about planned commercials, he said. 

The questions are: Is someone or 
something featured in the commer- 
cial with which the viewer you want 
to reach can identify? Is there some 
dangerously negative possibility 
about that someone or something? 
If the commercial's approach does 
not depend on identification, is there 
some alternative clearly-thought-out 
approach (convincing demonstration, 
persuasive mood) that will motivate 
the viewer to choose the product? 

"When commercials are planned in 
the above terms and in the light of 
those more specific points related to 
the product that can be brought out 
through audience-testing, identifica- 
tion stops being 'just theory' and 
pays handsome dividends, tin 
Schwerin researcher declared. 

Despite the complexities of the 
quest, ad researchers will continue to 
concern themselves with the all-im- 
portant self-image of the American 
woman. They hope to have more 
luck in their researching safaris than 
the man on Madison Avenue who was 
asked: "How's your wife?" His an- 
swer was. "As compared with 
what?" ^ 



15 JANUARY 1962 

Commercial commentary from P . 20) 

Over and beyond these there are dozens within the industry who 
just plain don't like networks — because they are big, because they 
are influential, because they are sometimes difficult and arrogant. 

Heaven knows that this is a natural reaction! In all my business 
years I think I have fought more often and more bitterly with net- 
work executives than any other single group (including ad clients). 

They are by no means perfect, and no one in his right mind can 
possibly justify every practice and decision made by ABC, CBS. 
and NBC in the course of a given week — or even in 24 hours. 

But — and this is the crux of the matter — the question of option 
time is far too serious to be decided on the basis of personal pique 
or legal emotionalism, or out of some silly, sentimental notion that 
abolishing it would free the poor, heroic, little local station man 
from the bondage of the big bad wolf. 

It should be decided calmly, analytically, with thorough, expert 
knowledge of what is involved, and of what will be best for the pub- 
lic, the industry, and the advertisers which support it. 

The case for option time 

The case for option time is simply this: it has made possible every 
major contribution which American broadcasting has ever made to 
the American public. And I mean that literally. 

Study the history of the industry — you will quickly find it didn't 
amount to peanuts until the networks were formed in the late 1920s. 

You will also find, if you are an economic realist, that broadcast- 
, ing did not begin to build real financial stature until, through the 
( invention of option time provisions in the early 1930s, it could as- 
, sure national advertisers of national coverage, without "blank spots." 

No important advertiser, then or now, would buy a national me- 
! dium that couldn't guarantee to deliver say, Chicago or Boston. 

Today the entire structure of modern television rests on the key- 
; stone of option time clearance. It is the programs which are 
financed by the networks and national advertisers which make pos- 
sible all other tv benefits — including profitable spot and local sales 
as well as the best news, information, and cultural programing. 

Abolish option time clearance and what happens? Inevitably it 
becomes impossible to sell network programs. If you don't be- 
lieve this I suggest you talk privately to executives of such com- 
paines as P&G, General Foods, Lever, R. J. Reynolds. They are 
understandably shy about making loud public statements. But 
they'll tell you the score. 

And what if network programs cannot be sold? The entire tv 
edifice begins to crumble — at first slowly, then faster and faster — 
and with it all real hope of future program improvement. 

In such a disaster everyone would suffer. The networks probably 
would face ruin. Tv station would be confronted with an impossi- 
ble program task. Advertisers would have to be content with a 
sharply reduced efficiency in their No. 1 sales medium. 

But of all groups it is the public who would really take it on the 
^hin. And that is why the forthcoming FCC hearings hold such 
high drama. Will the enemies of the networks succeed in scuttling 
jthem? Will the commissioners, having heard the evidence, take 
isteps to slaughter the network goose? 

Goose-like it often is, and highly exasperating too. But don't for- 
get — it does provide tv's golden eggs. And killing it won't help. ^ 







st art hi q 
5 February 
for 10 


15 JANUARY 1962 



(Continued from page 34) 

network affiliates and independent 
stations the opportunity to be selec- 
tive in order to meet the program de- 
mand? and requirements of local mar- 

The CBS Films and NTA re-entry 
into first-run release is accompanied 
by announcement from MGM — 
which released no new half-hour 
product in 1961 — that its Zero-One, 
being readied in England, should see 
U. S. television screens in 1962. But 
Zero-One, as of this writing, may not 
be put into syndication in this coun- 
try, as some stations and agencies 
had anticipated. Scheduled to begin 
its run on the BBC in early spring, 
Zero-One will be given U. S. network 
first refusal before syndication plans 
are finalized. 

Fourth item on the optimism chart 
is optimism indeed. It's the conten- 
tion, hope, prognostication, or simply 
fancv — all depending on your point 
of view — that the networks might re- 
lease some prime time periods with- 
in the next year or two. Some trade 
observers believe that government 
pressure, plus public awareness and 
eventual disgruntlement, will alter the 
prime time picture. Still fresh in the 
minds of syndicators, of course, is 
the Gunsmoke situation. For a time 
last year CBS stations had the 7:30- 
8 p.m. Tuesday slot. But when the 
network decided to run the half-hour 
Gunsmoke repeats (re-titled Marshall 
Dillon) on an "electronic syndica- 
tion" basis in this time period, not 
only did stations lose the Tuesday 
time but the Saturday 10:30-11 p.m. 
as well, when Gunsmoke itself was 
extended to an hour. And syndicators 
lost their two most important slots on 
CBS stations. 

Among the major syndication fig- 
ures who see light on the horizon is 
M. J. "Bud" Rifkin, executive vice 
president in charge of sales for Ziv- 
UA. Rifkin contends the strong 
possibility that the networks may 
choose — as the better part of eco- 
nomic valor — to give up control of 
some of the expensively maintained 
prime evening time at a net gain to 
themselves and a comparable bene- 
fit to their stations. 

"As a hard fact of economic life." 
says Rifkin, "there just isn't enough 
gross national distribution of goods 
to support three networks, all com- 

mitted to program and sell the pres- 
ent allotment of prime time periods. 
In the event of their choosing to give 
up control of some of their prime 
time, more time and advertising op- 
portunity will open to local and re- 
gional sponsors seeking the richer 
texture of advertising in the program 
area, rather than in spots and par- 
ticipations which now can be their 
only exposure in prime time." 

So. 1962, both syndicators and 
station groups maintain, has started 
with four entries on the plus side of 
the ledger. But if their disposition to 
glean rays of hope should be punc- 
tured by further setbacks, the emo- 
tional damage will not be annihilat- 
ing. "After all," said one syndicator. 
in summing up past, present, and 
future, "when an industry has been 
as hard-hit as ours, where else do 
we go but up?" ^ 


{Continued from page 36") 

that I do not find out the big (me- 
dia) problem." 

"There's no such thing, however," 
he grins, "as 'customer's poker.' * 

Seated in his Fifth Avenue office 
where the decor leans heavily to- 
wards the functional rather than to 
an out-and-out campaign to woo eye- 
appeal. Ennis looked back, for the 
sponsor editor, over the years to 
some of the events in his career 
which helped bolster his know-how. 

"It was," recalls Ennis. "while I 
was assistant account man working 
on the Tide account (then making its 
debut via selected media to area mar- 
kets) that I first learned the impor- 
tance of testing markets to discover 
how much of a share of them you 
could expect w r ith a reasonable ad in- 
vestment." He adds, "it was then 
that the magic of marketing hit me." 

Central to John Ennis' profession- 
al philosophy is his conviction about 
the inseparableness of media and 
marketing. "Impossible." he ex- 
claims, "for me to describe the me- 
dia function other than as an ad- 
junct of marketing." 

It's Ennis' belief that marketing 
training or experience is invaluable 
to the media man. In order to select 
media smartly, he says, you have to 
understand the market for any given 
product — its current characteristics 
and its predictable future potential. 

Prerequisite for the media person 

is an ability and recognition of the 
need to interpret sales opportunities 
or problems — essential because every 
product has its own profile, and each 
individual making up the market bag 
his own profile. "When the two can 
be matched, you are nearly certain 
of being on target," says Ennis. 

Manx other elements, of course, 
must be considered in a comprehen- 
sive market-media analysis. Ennis 
says, covering the full range of hu- 
man buying behavior and even such 
conditions as climate, local laws, 
geography. "And no media man 
should forget the American house- 
wife — sometimes a little foolish at 
buying Christmas presents for her 
husband, but still the most astute ad- 
vertising manager." says Ennis. w liose 
Irish humor breaks out when least 
anticipated in a little rash of whimsv. 

"If we place ourselves in her mood, 
visualize the potential buyer of anv 
product type, for that matter, before 
we try to build a media advertising 
program, then I feel that over-all me- 
dia plans can be closer to hittiiiL' 
their marks." 

Knowledge of these and related 
concepts, by no means exclusive to 
media work, comes from the train 
ing of toil and time, Ennis avers, 
with the lucky addition, now and 
then, of talent: that is. the skill and 
wisdom of those around you. 

The talent Ennis refers to in this 
instance is Bryan Houston, who. says 
Ennis, accelerated for him the regular 
process of experience. "Only once.'" 
he claims, "did I make the mistake 
of asking an account croup how the\ 
would like to use media for a particu- 
lar product: then I learned something 
from the boss." 

The lesson: to find out about the 
product beforehand with regard to 
competitive pricing structure, distri- 
bution, sales force strengths by state, 
etc. "In brief." Ennis advises, "ht 
forearmed with facts or foredoomed 
to delaying frustrations." 

Another lesson Ennis picked up 
along the way. one which holds a 
high ranking spot on must-know list, 
is illustrated best by this somewhat 
spiritual definition bv Webster of tin 
word "medium": "A medium is a 
person supposed to be susceptible t<" 
supernormal agencies and able tr 
impart knowledge derived from then 
or to perform actions impossibl< 
without their aid." 

These words, Ennis says, teacl 



15 JANUARY 196; 

that one of the media buyer's great- 
est assets is sound quarterbacking 
from account management, including 
both client and agency principals in- 

Another point which evokes strong 
feelings from Ennis is the business 
of asking questions. "It's very im- 
portant," he says. "In this vicissi- 
tudinous life, product A, with a top 
share of the market might, for ex- 
ample, slump to third or fourth place 
in a few months' time. When this 
occurs, the media man must ask 
questions, thoroughly analyze or 
backtrack to find out the reasons for 
the loss of popularity." In so doing. 
he may discover techniques for sal- 
vaging the situation; at least he will 
gain knowledge ("if he still has a job 
in which to use it") that will be profit- 
able the next time around. In too 
many cases, Ennis says, it is learned 
too late that selectivity of media was 
neglected for weight of media. 

A native of Homesdale, Pa., Ennis 
is married to the former Ann Flood. 
a registered nurse, who, he avows, is 
his most ardent press agent. At least 
when it comes to golf, his favorite 
sport. "No matter how many times 
I shoot 122, to her I'm just an older 
Sammy Snead," he relates with a 
broad grin. Mrs. Ennis' stock answer, 
regarding her husband's prowess at 
hitting the little ball around the 
green, it seems, is "Oh. John, why 
he shoots in the low 80's." 

The FRC&H media director and 
his wife are parents of two young 
sons: Brian, aged 11. and 8-year-old 
Gary. The four Ennises reside cur- 
rently in Queens Village, N. Y. 

Would Ennis advise his youngsters 
|to follow the footsteps of their father 
into ulcer-ridden Madison Ave.? 

"Why not?" asks Ennis. "Is there 
a more challenging business than ad- 
vertising? Media, specifically?" 

With an agility which betrays his 
World War II adeptness as a B-17 
?unner in the 8th Air Force, Ennis 
moved around his office, lifting pa- 
oers here, putting them down there, 
luring an interview with a SPONSOR 
editor last week. Pointing a ball- 
joint pen at the editor, Ennis re- 
plied still another meaning that the 
ickle Mr. Webster holds forth for 
he world "medium" — "that which 
ies in the middle." 

This too, Ennis concedes, tends to 
lescribe the media department's rela- 

tive position, but, he adds, with a 
sudden flare-up of Irish wit: "leave 
the word-play to Webster, question 
your way to the facts, assume noth- 
ing, and pray no one plays both ends 
against the medium." ^ 


(Continued from page 38) 

J. J. H. Phillipps, advertising and 
sales promotion manager, are the fol- 
lowing: WLW, Cincinnati; WSPD, 
Toledo; WRFD, Columbus-Worthing- 
ton, all Ohio, and all the Louisville 
stations used by Ohio Oil. 

One last piece of advice from 
Swanson : Once the station or rep has 
presented his story he should ask for 
an order. "Too many times a sale is 
lost just because an order is not re- 
quested," noted Swanson. 

Does all this sound simple? It 
should, said Swanson. "It is sound, 
tried, and true sales procedure. Yet 
I found many media representatives 
who were not able to answer these 
questions — and who, therefore, make 
few sales." ^ 


(Continued from page 39) 

source of information about discount 

Elaborating on the sales picture, 
Goppman points out that the Penn- 
sylvania and Ohio groups have ex- 
perienced substantial increases, and 
the dealers freely attribute much of 
the credit to radio. By way of illustra- 
tion he explains that yearly meetings 
of the respective state organizations 
used to consist of discussion by the 
dealers as to which medium to use. 
Now, says Goppman, the subject for 
debate is how to use radio, i.e., which 
stations to buy, which items to fea- 
ture for discount, the timing of the 
sales, etc. 

In creating copy for Dairy Queen 
radio announcements, Goldman & 
Shoop maintains simplicity, to avoid 
complications that could set in due to 
varying tastes of different areas. Pitts- 
burghers, for instance, have been 
found to prefer vanilla by a four-to- 
one ratio over all other flavors. Other 
sections, on the other, Band, reported- 
ly go for chocolate nearly as much as 
vanilla. ^ 





March 26-29, 1962 

The New York Coliseum 

. . . part of the 

International Convention of the IRE 

The Institute of Radio Engineers 

1 East 79th Street • New York 21 

Members $1.00. Non-members $3.00. Age limit: over 18 


15 JANUARY 1962 





Tv hasty 

(Continued from page 10, col. 3) 

indicates that our direction is the 
right one." 

Rich pointed out that government, 
audience, broadcasters, and adver- 
tisers all had different aims and ob- 

jectives in approaching tv. 

He concluded, "What we're really 
seeking, all of us, is a balanced 
achievement of our goals. In one 
sentence we hope to make the best 
possible television fare profitable 
and in the interests of the entire 


The acquisition of Burry Biscuit 
Corp. by The Quaker Oats Company, 
in negotiation since last July, was 
completed last week. 

The cookies, biscuits and wafers 
company will be operated as the 
Burry Biscuit division of QO, under 
the direction of its founder and 
long-time president, George W. Burry. 

Quaker Oats exchanged 306,972 
shares of its common stock for BB's 

Returning to daytime network tv this 
spring, California Packing Corp. has 

LUCKY 13 NIGHT was held for Boston 
timebuyers by WGAN-TV, Portland, Me., 
and Blair-TV. All guests got $100 (in play 
money) to try their luck at the tables 

HONORING ABC TV v.p. James C. Hag- 
erty for rescheduling 'Meet the Professor' is 
Dr. William G. Carr (r), executive sec- 
retary of the National Education Assn. 


SOFT SELL approach was used by WDAU-TV and WGBI, Scranton-Willces-Barre, which invited 
agency executives to a week-long series of early morning meetings to meet the new gen. mgr., 
William P. Dix (second from r), at HR offices. Bonus: coffee, donuts, V glamorous priies 

COMMENDATION for his support of the 
United Community Services fund of Omaha 
is presented to KETV, Omaha, newscaster Lee 
Terry (I) by UCS chairman Philip A. Gass 

POLYNESIAN PARTY was the entertain- 
ment plotted by KBIG, Los Angeles, 
to celebrate the opening of its new studios. 
A seaplane shuttled Los Angeles execs. 

planned a 52-week schedule which 
includes "Houseparty" and several 
other CBS TV afternoon shows. 

The San Francisco-based pro- 
ducers of DEL MONTE brand foods 
will also continue its use of selected 
spot radio and tv. The overall adver- 
tising budget for 1962 is estimated 
at around $7.5 million, with McCann- 
Erickson handling all domestic and 
foreign activities. 

David L. Rand to executive v. p., 
board member and a principal of 
Teenform Inc. and its affiliated com- 
panies . . . Richard C. Beeson to 
group product manager in charge 

of advertising, merchandising, sales 
and packaging of Wildroot Cream 
Oil and Halo Shampoo . . . John 
Neale to assistant advertising man- 
ager of P. Ballantine & Sons . . . 
James H. Gruber to assistant man- 
ager for point-of-sale and promotion 
activities at Borden's Milk & Ice 
Cream Company . . . Jay Gottesman 
to director of marketing at Barricini 
Candies . . . William T. Suitt to ad- 
vertising vice president at Revlon. 


Predicting an all-time high of $50 
million in total 1962 billings, Charles 
E. Claggett, president of Gardner 

Advertising, pointed to a prosperous 
past year. 

Among the developments he cited: 

• Expansion into the overseas 
market through acquisition of a ma- 
jor interest in Basil Butler Co., Ltd. 
of London. 

• Acquisition of seven new ac- 
counts totaling some $7 million. 

• Introduction of four new food 

• Reorganization of the marketing 

Robert J. Reardon, with Leo Burnett 
for the past eight years as vice presi- 
dent and associate copy director, 
has joined Clinton E. Frank, Chicago, 

YEAR-END REVIEW was after-dinner conversation at the Columbus, O., office of Peoples 
Broadcasting Corp. Sales and station mgrs. at the table (far side, I to r) are: Elmer Smith 
(WNAX, Yankton, S. D.), Herbert E. Evans (PBC pres.), Arthur C. Schofield (ass't pres.), 
A. G. Ferrise (WMMN, Fairmont, W. Va.). Near side (l-r): Glenn Jackson (WTTM, Trenton, 
N. J.), Bob Donovan (KVTV, Sioux City, la.), Andy Edgerton (WRFD, Worthington, O.), Ross 
Felton (WMMN), Bob Forker (WGAR, Cleveland). In the back: Joe Bradshaw (WRFD), Don 
Sullivan (KVTV), John Ransbarger (asst treas), Richard Mall (PBC), Carl George (WGAR) 

'EN YEAR CLUB at Henri, Hurst & McDonald welcomes two new members. The stalwarts 
oth belong to the agency's audio department: Lee Randon, director of tv/radio and Peg 
ieaty. Presenting awards are pres. Martin Zitz (I) and executive v. p. Thomas R. Chadwick (r) 

GIFTS for the blind children at the Western 
Pennsylvania School were the price of admis- 
sion to the Pittsburgh Radio and Tv Club 
Christmas party. Enjoying the fun with a 
pretty model are men from Pittsburgh stations 


as creative director, senior vice pres- 
ident and member of the executive 

The appointment is part of a gen- 
eral management re-alignment which 
also included: Bowman Kreer, for- 
merly creative director, named di- 
rector of client services; Philip E. 
Bash, senior v.p., named director of 
marketing services; Hill Blackett Jr., 
director of administration; M. Wayde 
Grinstead, chairman of the agency's 
Plans Board. 

Agency appointments: Abaco Fabrics 
to The Rockmore Company . . . H. P. 
Cannon & Son to Rose-Martin . . . 
Stendahl to Monroe Greenthal . . . 
Allied Van Lines to Young & Rubi- 
cam, Chicago, from Campbell- 
Mithun . . . Carling Black Label and 
Red Cap Ale to Milici Advertising, 
Honolulu, for the Hawaiian Islands 
. . . John Oster Manufacturing Co. to 
Baker/Johnson & Dickinson, Mil- 
waukee, from The Brady Co. . . . 
Saus-O-Links, Philadelphia, to Yardis 
Advertising . . . Eaton Manufactur- 
ing to Meldrum and Fewsmith. 

New quarters: The address is the 
sam e— 135 So. LaSalle St., Chicago 
—but N. W. Ayer has moved into new 
and larger offices with fully 
equipped tv facilities for closed cir- 
cuit . . . Powell, Schoenbrod and 
Hall Advertising, formed in Chicago 
some seven years ago, has opened 
a New York office in the Time and 
Life Building. 

New v.p.'s: R. E. "Tommy" Thomp- 
son at Leo Burnett, from McCann- 
Erickson . . . Arthur C. Mayer at 
Hicks & Greist . . . Richard R. Ren- 
dely at William La Cava Associates 
from Sullivan, Stauffer, Colwell & 
Bayles . . . Don B. Amsden to execu- 
tive v.p. at Allen & Reynolds . . . 
Thomas Ryan and Dick Clark at Cun- 
ningham & Walsh. 

Dunkerton to research director and 
Marion Forster to manager of the 
research department at Compton . . . 
Arthur L. Knight, Jr., to account ex- 
ecutive at John E. Hayes Co. . . . 

Sue Callaway to radio-television di- 
rector at W. D. Lyon Advertising, 
Cedar Rapids . . . Marvin Goldman 
to assistant account executive at 
Monroe Greenthal . . . Ted Howell 
to account executive at Sanders Ad- 
vertising . . . Raymond D. Strakosch 
to account executive at William Esty 
. . . Greg Sherry to head of the Chi- 
cago office of Grant . . . Charles H. 
Forbes to account executive at 
Aubrey, Finlay, Marley & Hodgson . . . 
Roger L. Schwab to account super- 
visor at Krupnick & Associates, St. 
Louis . . . Ralph Collier to director 
of public relations at Philip Klein 
Advertising . . . Raymond C. Large 
and Donald J. Slattery to vice presi- 
dents at Gardner . . . Joseph Gerbl, 
Jr., to account executive at John W. 
Shaw . . . Robert E. Bosley to vice 
president at Buchen Advertising. 
James P. Felton, vice president at 
Foote, Cone & Belding, to Seaboard 
Finance as v.p. and director of ad- 
vertising and public relations . . . 
Theodore M. Eleston, Jr., to presi- 
dent of Moore & Bellows . . . Theo- 
dore G. Heck to director of informa- 
tion services at N. W. Ayer, Phila- 
delphia . . . Harvey M. Andersen, Jr., 
to director of marketing at Wade 


The NAB Code Authority, which 
strictly enforces the prohibition 
against liquor advertising, absolved 
KBEA, Mission, Kan., of a willful or 
gross violation. 

After broadcasts made on 29 No- 
vember and 6 December, the Kansas 
Alcoholic Control Board suspended 
a liquor store license for advertising 
on the station. The copy contained 
the single mention of the word 
"liqueur" and used the word 
"Liquor" only as part of the name 
of the store. 

In announcing that no disciplinary 
action would be taken against the 
station, director Robert D. Swezey 
said the broadcasts actually took 
place before NAB dissemination of 
a new code interpretation that the 
word "liquor" can't be used even 
in mentioning the name of a store. 

Secretary of State Dean Rusk and 
FCC chairman Newton Minow will 
be the highlighted speakers at the 
first public affairs-editorializing con- 
ference sponsored by the NAB, 1-2 

Purpose of the conference: to pro- 
vide practical advice on legal and 
ethical responsibilities in broadcast- 
ing editorials. 

Arrangements are under the su- 
pervision of Howard H. Bell, NAB 
vice president for industry affairs. 

Thisa 'n' data: The Georgia Assn. 
of Broadcasters reached a 200-mem- 
ber milestone with the enrollment of 
WPEH, Louisville . . . The Hawaiian 
Assn. of Broadcasters elected Perry 
W. Carle, general manager of KOOD. 
Honolulu, 1962 president. 

Tv Stations 

Television is the first advertising 
medium to sell fashions to mass 
audiences, according to Howard 
Abrahams, TvB vice president fc 
local sales. 

He told the annual meeting for tr 
National Retail Merchants Assn. 
New York that (1) tv fashion shov 
reach new customers previously ur 
touched by invitational shows 
newspaper advertising, and (2) wit 
advance taping, it is also possible 
to merchandise the program in news- 
papers, windows, and other promo- 
tional vehicles. 

Start date for the new Washington 
tv series, "Hearing Highlights" is 23 
January, according to producer G 
Bennett Larson. 

A weekly, 60-minute show pack 
aged by the Washington, D. C. Tele 
vision & Radio Program Service, the 
program is filmed and taped, up-to 
the-minute reports of important gov 
ernmental hearings of the week, fo 
Sunday broadcast. 

First program will deal with the 
FCC's network investigation. Pulitze 
Prize reporter Clark Mollenhoff i: 
editor and commentator of the nev 

Marking BBC's expanded activitie 



n the world market, BBC-TV Promo- 
ions, until recently responsible for 
ill overseas operations, has been re- 
lamed BBC Television Enterprises. 

The new department will handle 
jverseas sales of tv programs, pur- 
:hase of programs from abroad and 
:he development of business rela- 
:ions with other tv organizations, co- 
jroductions and foreign language 
Drograms for overseas use. 

Ronald Waldman continues as 
general manager and G. del Strother, 
jntil now sales manager, has been 
elevated to assistant general man- 

Kudos: Dave Murray, news director 
Df WTAE, was chosen "The Man of 
:he Year in Communications" by the 
3 ittsburgh Junior Chamber of Com- 


iO account executive at WBBM-TV, 
Chicago . . . N. Thomas Eaton to 
iiews vice president at WTIC sta- 
ions in Hartford . . . George P. 
/loore to vice president-sales man- 
ner at WRGP-TV, Chattanooga . . . 
rving Gross and Edward Dillon to 
ccount executives at WNEW-TV, 
Jew York . . . Milton D. Friedland to 
ice president of Plains Television 
)Corp. . . . John McClay to special 
.ssistant to the president at WBC 
, . . Herbert B. Cahan to general 
lanager at WJZ-TV, Baltimore . . . 
i. T. Knight to vice president-gen- 
ral manager at KODE-TV, Joplin, 
lo. . . . Pat McCallion to sales man- 
ger at KOOL, Phoenix ... Ted 
ooley to sales manager at KVIP- 
V, Redding-Chico . . . Keith Swine- 
art to national sales director of 
hasta Telecasting Corp., Fresno . . . 
d Deatherage to station manager 
: KVIQ-TV, Eureka, Calif. 

Radio Stations 

otorists average 56 minutes of 

)ily car-radio listening, according 

an RAB report circulated last 


The study, based on some 1400 
irsonal interviews with drivers and 
ir passengers, was conducted by 

the independent research firm of 
R. H. Bruskin Associates. Other 

• Virtually all (97.2%) of car radio 
owners are regular listeners. 

• Car-radio listening averages six 
hours and 34 minutes weekly. 

• More than four out of five new 
cars are sold with radios. 

• In 1949, only 12.1 million cars 
were radio equipped. By 1965, RAB 
estimates the number will be 65 

National spot radio gross time sales 
declined .78% for the first nine 
months of 1961 over the same period 
in '60, according to SRA. 

The estimated nine-months total 
for 1961 is $147,595,000, calculated 
on the total 1960 FCC figure of 

Happy anniversary: Butter-Nut Foods 

is celebrating its 15th consecutive 
year as a sponsor on WCCO, Min- 
neapolis-St. Paul, having launched 
the association in 1947 with the 
"Man on the Street Show." 

Station at sea: When Seaman Dick 
Stanley bragged to his fellow sailors 
that his home town radio station, 
KNEW, Spokane, was the "best," 
they wanted proof. So Stanley wrote 
the station asking for a tape and 
got one using the current best rec- 
ords, station jingles and jokes. Since 
then, the tape has been played on 
the PA system of the USS Whitfield 
County LST in Japan and now a reg- 
ular series of tapes will be sent to 
the boys, compliments of KNEW. 

Expansion: The Western division 
of Resort Market Radio Group 

crossed the Pacific Ocean to include 
KULA, Honolulu, raising the station 
total to eight. At the same time, 
J. A. Lucas Co., which represents 
the group, opened sales offices in 
New York, Chicago, and Detroit in 
addition to its Los Angeles home 

Retired: D. C. "Clem" Sperry, adver- 
tising manager of Oklahoma Time 
and Supply Company and originator 

of the "alternate sponsorship" of 
newscasts on stations throughout 
the company's operation area, re- 
tired the first of the year. 

Storer to assistant general manager 
at WJW, Cleveland . . . Tom Shana- 
han to sales-program coordinator at 
WRIT, Milwaukee ... Ed Stern to 
commercial manager and Gene 
Goodson to account executive at 
KEYS, Corpus Christi . . . Larry 
Buskett to sales manager at KRLA, 
Los Angeles . . . Jean Ensign to man- 
ager of WVIP, Mount Kisco . . . Jack 
C. Brussel to senior sales represen- 
tative at WJBK, Detroit . . . David 
Bolton to general sales manager at 
WIBG, Philadelphia . . . John Hickox 
to local sales manager at KOIL, 
Omaha . . . Sherod Rouser to gen- 
eral manager of KOME, Tulsa . . . 
Bruce Schneider to promotion man- 
ager at WIBV, Belleville, III. . . . 
Raymond L. Schreiner to general 
manager at WBCI, Williamsburg, Va. 
. . . James A. Mudd to assistant gen- 
eral manager of WIZZ, Streator, III. 
. . . Kenneth M. Curto to general 
manager at KFRE, Fresno . . . Don- 
ald H. Goldberger and Buxton L. 
Johnson to account executives at 
WPAT, New York . . . George E. Dail 
to vice president in charge of sales 
and Joseph M. Hoppel to program- 
ing vice president at WCMS, Nor- 
folk, Va. 


FM multiplex stereo set sales in the 
San Francisco Bay Area reached 
25,000 units during 1961. 

Encouraged by the sales figure, 
KPEN, which began the area's only 
stereo schedule on 10 August, is ex- 
panding its stereo programing to 
essentially the entire broadcast day 
— 9 a.m. to 12 midnight, Monday 
through Saturday, and from 11 a.m. 
to midnight on Sunday. 

Other stations in the Bay Area are 
expected to begin stereo operation 
early this year. 

General Electric, through its local 
distributor, the Commercial Electric 


15 JANUARY 1962 


Company, ran a week-long saturation 
campaign on WTOL, Toledo, purchas- 
ing all available spots on the sta- 

Heralded as a giant step forward 
for FM broadcasting by the station, 
the campaign marked the first time 
in Toledo that an fm outlet posted 
a "sold-out" sign. 

Kudos: Roy V. Whisnand was elected 
to the board of directors of the Con- 
cert Network, owners and operators 
of WBCN, Boston, WXCN, Provi- 
dence, WHCN, Hartford and WNCN, 
New York. 


CBS TV counters the recent NBC 
communique claiming the latter's 
leadership in the nighttime ratings 
race (8 January SPONSOR, p. 57) 
with the National Nielsen report for 
the 4-week period, 26 Nov.-17 Dec. 

Figures for the entire period show 
CBS garnered a 19.7 rating, ahead 
of NBC with a 18.9 and ABC with a 

The figures are for the average 
minute, 6-11 p.m. Monday through 

The picture presented by NBC, 
which portrayed CBS as the third 
network, is distorted, according to 
CBS, as it deals only with week two 
of the 2 December report and cov- 
ers only 24 markets. 

Mutual Broadcasting System ended 
1961 with affiliations in 97 of the top 
100 marketing areas of the country. 

Outlining other MBS gains during 
the past year, president Robert F. 
Hurleigh attributed the sharp metro- 
politan-market rise (11 stations) to 
the demand by listeners for more 
news and public affairs. 

Other MBS steps forward: (1) a 
nine-station rise (from 28 to 37) in 
the next 50 markets. (2) a six-station 
increase (from 27 to 33) in the 151- 
200 market group. 

New affiliate: ABC radio network 

has moved its Denver affiliation to 
KBTR, the station purchased early 

last year by TV Denver, Inc. from 
the Star Broadcasting Co. In Octo- 
ber John C. Mullins purchased Wil- 
liam Zeckendorf's interest in TV Den- 
ver and converted the title to Mul- 
lins Broadcasting Co., which also 
owns KBTV, the ABC TV affiliate in 

Tv sales: The "Danny Thomas Show" 
has been renewed by General Foods 
for the 1962-63 season on CBS TV. 
Programing notes: Taking time out 
from traditional network rivalry, 
CBS TV devoted the 12 January 
"Calendar" show to salute the 10th 
anniversary of NBC's "Today" show. 
Dave Garroway, former host of "To- 
day," made guest appearances on 
both shows. 

With an eye to the future, CBS TV 
previewed two programing events: 
(1) a pilot is now in the works for 
a co-production series with Ziv-UA 
starring George C. Scott. The drama 
show is slated for 1963-64. (2) "Al- 
fred Hitchcock Presents," which got 
its start on CBS in 1955, will return 
to that network next fall in a 60- 
minute format. 

Kudos: Three NBC executives had 
reason to be proud last week, col- 
lecting honors for their respective 
achievements. Thomas E. Ervin, vice 
president and general attorney since 
1953, was elected to the Board of 
Directors; Peter B. Kenney, with the 
network in a variety of positions 
since 1956, was elected vice presi- 
dent, Washington; Robert E. Kintner, 
NBC president, was selected for the 
Veterans of Foreign Wars Command- 
er-in-Chief's Gold Medal Award for 
"outstanding achievements in the 
field of news and public affairs pro- 


Rep appointments: WINS, New York 
to Robert E. Eastman . . . KORL, 
Honolulu to Venard, Rintoul & Mc- 
Connell . . . XEXX, Tijuana and 
KUBO, San Antonio to Tele-Radio & 
TV Sales, for national sales. 



Simler to the Chicago sales staff of 1 
Blair-TV . . . John Brigham to the 
television manager of the San Fran- 
cisco office of Peters, Griffin, Wood- 
ward . . . Raymond F. Henze, Jr. to 
vice president in the New York office 
of Bernard Howard & Co. . . . Donald 
H. Richards to head of television re- 
search at Blair Television Asso- 


TV Marketeers closed out a highly 
successful first year of operation 
according to president Wynn Nathan 

December sales included: 

"Waterfront" sold to WAVE-TV 
Louisville, WFIL-TV, Philadelphia 
WGAL-TV, Lancaster, WEWS, Cleve 
land, KTVI, St. Louis. 

"Dr. Hudson's Secret Journal" t( 
WXEX-TV, Petersburg, Va., WLWC 
Columbus, WTCN-TV, Minneapolis 
KTVI, St. Louis. 

"Mayor of the Town" to WJZ-TV 
Baltimore, and WLWC. 

WGAL-TV also purchased "Adven 
tures of the Sea Hawk." 

Seven Arts started the new year 
the sale of its third volume of pt 
'50 Warner Brothers features 
WCAU-TV, Philadelphia. 

Other sales reported include: 
ume I to KRNT-TV, Des Moines, ar 
Volume II to WINK-TV, Ft. Mye 
Fla., WTVP, Decatur, and KID-1 
Idaho Falls. 

The package of 191 Looney Tur 
cartoons were sold to KID-TV, KM J 
TV, Minneapolis and WCCA-TV, 
lumbia, S. C. 

Trans-Lux TV Corp. has adde 
WABC-TV, New York, to its list c 
stations for "The American Civ 
War," the 13-episode, 30-minute si 
ries produced by Westinghous 
Broadcasting Company from th 
original Mathew B. Brady phot 

The show will debut on the fla 
ship station 21 January, 4:30-5 p.r 
It was written, produced, and direc 
ed by Roy Meredith and William 
Kaland. Narration is by Allyn E 


Public Service 

The highly controversial issue of al- 
lowing television and radio coverage 
of governmental hearings got a 
thumbs-down opinion from Rep. 
Richard Boiling (D., Mo.). 

Appearing on WTTG-TV, Washing- 
ton, on "The Mark Evans Show," 
Boiling, a member of the House 
Rules Committee, said: "We would 
do better in terms of the country's 
interest if we did not have television 
Dn hearings . . . Hearings are de- 
signed to elicit information for the 
people who have to mark up the 
Jills, who have to decide what kind 
>f a bill is going to be reported out. 
Jnder certain circumstances, in cer- 
ain committees, we might have 
nore of a road show than an attempt 
o elicit information." 

He did support the televising of 
egular sessions of Congress, how- 

ublic service in action: 

• WLIB, New York, which has been 
onducting a vigorous editorial cam- 
aign on behalf of Senator Watson's 
bceivership bill requesting funds 
or tenement repairs, assembled 
tatements and petitions for pres- 
tation to Governor Rockefeller 
rging enactment of the bill. 

• WWIL, Ft. Lauderdale, turns 
ver its facilities every Saturday 
lorning to a group of some 25 teen- 
gers who present an hour-long 
Like Young" show. Of, by and for 
onagers, the show covers a variety 
f topics from weather to panel dis- 
ussions on teenage marriage. Proj- 
:ts now in production include a 
xumentary on space travel. 

• WSB, Atlanta, ran a hard-hitting 
ampaign to stimulate the vaccina- 
on of the city's children against 
olio and got the Fulton County 
edical Society's annual award of 
)preciation for its efforts. 

• WABC, New York, inaugurated 
i around-the-clock snow alert, 
steners in greater N. Y., nearby 
3W Jersey and Connecticut will be 
formed about special closings due 

weather conditions which may 
srupt normal school schedules. 

As an added service, D.J. Herb Oscar 
Anderson will announce ski condi- 
tions in Central Park and lower 
Yonkers ... for sub-novice and 
scaredy-cat skiers. 

Kudos: KABC-TV was cited by the 
Los Angeles City Council for its third 
annual "Chucko's Show for Toys for 
Tots" . . . John F. Box, Jr., managing 
director of the Balaban stations, was 
named to the executive committee 
of the 1962 "New March of Dimes" 
in greater St. Louis . . . WGN, Inc., 
Chicago, got the highly coveted 
"Mike Award" of the Broadcast Pio- 
neers Foundation for "distinguished 
contribution to the art of broadcast- 
ing, and in recognition of pioneering 
in the art, the science, and in serv- 
ice to the public." 

Station Transactions 

Scripps-Howard Broadcasting Com- 
pany has bought WPTV, Palm Beach 
from the Phipps Broadcasting Sta- 
tions for $2 million. 

Pending FCC approval, the new 
owner will erect a 1,049 ft. tower west 
of Lantana, Fla., with a power of 
100 kw, designed to give WPTV a 
signal from Ft. Pierce to the north, 
to the southern tip of Miami. 

WSBT-TV, South Bend, obtained 

FCC approval for a new, taller an- 
tenna and tower, which, the station 
says, will make it the most powerful 
tv station in Indiana. 

The new tower will be 1,047 feet 
and the power increase will be from 
the present 265 kw to 480 kw. Tar- 
get date is 15 June. 


Chrono-Log Corp., Broomall, Pa., has 
installed its Sequential Television 
Equipment Programmer (STEP) at 
WTVR, Richmond, Va. 

An analysis of station break 
switching requirements at the sta- 
tion revealed that the majority could 
be handled by the use of 16 separate 
sequences. These 16 sequences are 
permanently pinned into five STEP 
pinboards and the proper sequence 
to be used is marked on the oper- 
ator's log, allowing for automatic 
video and audio switching. 

New v.p.'s: Three executives were 
elected vice presidents at General 
Electric Company— Hershner Cross, 
general manager of the radio and 
television division, Dr. Charles E. 
Reed, general manager of the chem- 
ical and metallurgical division, and 
Charles V. Schelke, general manager 
of the International General Electric 
division. ^ 

only serious buyers 
will learn your identity 

We do not send out lists. Every sale is handled on 
an individual basis. You are revealed only to serious, 
financialK responsible buyers. 

BLACKBURN & Company, Inc. 



lames W. Blackburn 
Jack V. Harvey 
loseph M. Sitrick 
RCA Building 
FEderal 3-9270 

H. W. Cassill 
William B. Ryan 
333 N. Michigan Ave. 
Chicago, Illinois 
Financial 6-6460 


Clifford B. Marshall 
Stanley Whitaker 
Robert M. Baird 
John C. Williams 
1102 Healey Bldg. 
JAckson 5-1576 


Colin M. Selph 
Calif. Bank Bldg. 

9441 Wilshire Blvd. 

Beverly Hills. Calif. 

CRestview 4-2770 


15 JANUARY 1962 








5 February 
for 10 


Raymond F. Henze, Jr., was appointee 
the vice president of the New York office 
of Bernard Howard & Co., station represen- 
tatives. Previously associated with thi 
John E. Pearson Company for ten years 
Henze was president and director of that 
company until its sale, when he was named 
manager of the New York office. The ap 
pointment is, according to president Ber 
nard Howard, part of an over-all expansion plan which includec 
the recent opening of offices in Los Angeles and San Francisc| 

John McClay has been named a special 
assistant to Donald H. McGannon, presi- 
dent of Westinghouse Broadcasting Co. 
Currently general manager of WJZ-TV, 
Baltimore, McClay will assume duties in 
the New York office of WBC, as well as 
field assignments. Before joining WJZ-TV 
in March, 1959, he was general manager 
of KYW-TV, Cleveland. He had also served 
as program manager in Philadelphia for both WPEN and WCAU-TV 
before joining WBC in 1956 as assistant to the vice pres. in Cleveland 

John Brigham has taken on a new post a 
television manager of the San Franciscc 
office of Peters, Griffin, Woodward. He re 
places John Sias who has resigned. / 
veteran spot broadcasting executive. Brig 
ham was most recently television ac< <>un 
executive in the New York office of PG^ 
Prior to joining the rep firm, he was asso 
ciated with WCBS-TV in New York an< 
F.dward Petry. He was also previouslv with WMCT, Hartford. Ir 
his new post. Brigham will report directlv to Llo\d Griffin in N. Yl 

David Bolton, local sales manager of 
WIBG, Philadelphia, has been promoted to 
general sales manager, succeeding James 
P. Storer, who is being transferred to as- 
sistant general manager at WJW, Cleve- 
land, another Storer station. Bolton began 
his radio career in 1956 when he joined 
WIBG as a time salesman. Previously he 
had been associated with Donn Bennett 

Productions, a television firm, and Penn Fruit Company. He wa 
named local sales manager at the Philadelphia station in 195C 



15 JANUARY 196 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Arthur Murrellwright is sales manager at W ROC-TV, Rochester, N. Y. He 
has been ivith owner Veterans Broadcasting Co. for 12 years, the first jour as 
announcer. Veterans once shared Rochester's channel 10, using call letters 
W VET -TV. with another company operating as WHEC-TV . Last fall, how- 
ever, Veterans bought WROC (AM & TV) channel 5, from Transcontinent, 
selling its half of channel 10 to WHEC-TV. Murrellwright began his broad- 
cast career at age 19, spending his first 15 years in the field as an "itinerant 
announcer." After four years in the Air Corps he settled in Rochester. 

It pays to spend generously on your news department 

E^oes an expensive news department pay off in dollars? 
Not a new question, yet one continually debated in the 
profit and loss circles of any tv operation. 

We're assuming, of course, that this "expensive" depart- 
nent is delivering better than average returns in the way 
)f ratings. (If it isn't, you have personnel problems you'd 
setter solve in a hurry!) But the buying centers of New 
(iork or Chicago couldn't care less about your costs of 
delivering a rating point. Their only interest is in the cost 
>f BUYING that rating. 

Thus it is possible, in many markets, that more must be 

pent on operating the news department than can possibly 

)e returned in direct revenue due to that devilish spectre 

ailed cost-per-1,000. When this condition exists, isn't 

'his sufficient reason for paring the cost to make expenses 

ignore in line with potential revenue? 

XO! Because dollar values of your news department 
\tend considerably beyond its direct sphere of influence, 
his department, more than any other, provides a way for 
ou to impress the buying executive in your community. 
There are three mighty important points always to re- 
lember when it comes to local tv advertising: 

1. Many decision-making executives are not extensive 
viewers. (They have neither the time nor the inclina- 
tion to spend sedentary hours in front of the box. ) 

2. It's the EXECUTIVE who makes the decisions on 
what and where to buy advertising — not his work 

3. The executive's tv viewing habits are strongly ori- 
ented towards news. 

Make your own survey. Ask the big man which is his 

favorite tv station in your area. Then ask him which sta- 
tion he watches for news. By far the greater majority of 
the time these two will be identical. To the "executive" 
the station image is largely determined by the news de- 

From here the step is small to the station that's going 
to get his business, or which can best influence him into 
going into tv if he has not yet done so. When you have 
an outstanding news operation, your sales force has built 
in acceptance with this man, even if the rating services 
dont give you top position. 

This executive really doesn't want to believe ratings any- 
way — mainly because they reflect the entertainment tastes 
of a broad base, and not tastes at the "club." 

You all know the old gag about the businessman who 
refused to advertise on Saturday afternoon because "every- 
one was playing golf then." Take advantage of this some- 
what ridiculous facet of human nature — reverse it to your 
own advantage. 

Have a better than good news department. Not just to 
impress the FCC on your next report. Not just to get 
good ratings so your rep can keep busy handling the 
"transom" business. Not just to serve the community 
better — although this is an interesting sub-division of pro- 
graming philosophy. 

But have a good (even expensive) news department for 
the very concrete, substantial, hard-headed and productive 
reason that this is the best way to get your story before the 
decision-making advertising executive in your community. 

You'll find that when you do this, you also have his 
advertising. ^ 


15 JANUARY 1962 



Editorializing and the advertiser 

Every week's mail brings to our offices here at SPONSOR 
dozens of fresh examples of vigorous, hard-hitting editorials 
by the nation's radio and tv stations. 

I nquestionably the editorializing movement, spurred in 
no small part by both the FCC and the NAB, is growing in 
power and momentum. On 1 March in Washington, the NAB 
will hold its first all-industry editorializing conference. Broad- 
caster interest in the subject has never been as high. 

But what, if anything, does this editorializing effort mean 
to the national, regional, and local advertisers who use the 

air m 


We suggest that it can mean a great deal. But the real 
benefits can come only through intensive study by an agency's 
media executives and timebuyers. 

Certainly the fact of editorializing — whether or not a 
station engages in it — should be a consideration in any de- 
termination of spot schedules. 

Even more important, however, is the kind and quality 
of a station's editorializing output. Regular, well-researched, 
and ably-delivered editorials which deal in specific and 
constructive terms with local problems are certainly an 
indication of a station's closeness and importance to its 
own community, and constitute a valuable plus over raw 
ratings and audience figures. 

We urge media men, and ad managers too, to pay particu- 
lar attention to what station representatives and station man- 
agers themselves have to say in their sales presentations 
about editorializing. 

You will find that editorial techniques, subjects and quality 
vary considerably throughout the country and that, in a few 
instances, editorializing efforts are so sporadic or innocuous 
as to be almost meaningless. 

But from the best examples of station editorial work you 
will be able to learn many important facts about the market 
under consideration, and about the standing of the station in 
its own community. 

By all means listen to the editorializing story. ^ 


Sees the bright side: WNBC, New 
i ork, morning man genial Jim Lucas . 
told one about a guy who < unplained 
to his friend that airplanes play hav- 
oc with his tv picture. 

*'0h. no." replied the other, "1 like 
the planes. I think they're fine." 

"\\ hy is that," queried the first 

"Because they're ours'." 

First things first: At the Hagerty- 
Smith press conference. Howard K. 
Smith was asked if he had a title for 
his new ABC TV weeklv new> prdj 
gram I Wed. 7:30-8 p.m.'. EST). He 
replied that they had not yet thougtf 
of one, and added: 

"Among my friends who write 
hooks, the ones who come up with a 
good title first and then >tart writing 
rarely finish their book." 

Sharp tongue: Speaking of prografl 
titles, when word got around that 
sardonic comedian Jack E. Leonard 
might be heading up his own tv 
show, one observer suggested calling 
it Insult Along With Jack. 

Left-handed gift: Jackie Gleasoni 
New Years gift to restaurateur Toots 
Shor. who recently opened his new 
eatery: a "care package" accom 
panied by a note reading. "Dear 
Toots, I know \ou won't get time to 
go out to eat." 

Which way'd they go? Hare is the 
New 1 orker magazine issue minus a 
cartoon blast at tv. One of the latest 
depicts an empty-chaired living roam 
with its tv set tuned into a posse tlif 
leader of which is yelling. "I hey 
went that-away." while pointing ■ 
ward the living room's door. 

Everybody out of the pool! Win 
did Alfred Hitchcock decline the In 
dian Government's request that ht 
make a motion picture there.'' 

"Because they wouldn't let me float 
a body in the Taj Mahal pool." 

Down by the riverside: There's a, 
good deal of buzzing about the 5l 
Louis account exec who wanted t 
see his wife in something long an 
flowing. Seems he threw her ini<> tin 
Mississippi River. 


15 .JANUARY 1962 

'hen The Homestead— featuring Ethan Allen Early American furniture— opened 
new store for Atlantans, it scheduled WSB Radio. And WSB got results! 
Our sales have been so far above expectations that we are revising our 
dvertising budget upward. This means we will be spending three times as 
mch on WSB," declared Robert B. Eckert, President of The Homestead. 
)cal advertisers have tested and proved WSB Radio's selling power. You 
in profit by their experience on the 50,000 watt "Voice Of The South!" 

Represented by 


wsb radio 

Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Associated with WSOC/WSOC-TV, Charlotte; WHIO/WHIO-TV, Dayton. 

I * m 


a man came horn 


If this man looks familiar, it's because he is. 

Steve Allen is looking at a scene from his boyhood. 
Soon Chicago will look at Steve and with Steve when 
he comes "Home Again." That's the name of the 
new series WBKB will initiate this winter. 

Another home town boy who will attempt to 
recapture his past is Archibald MacLeish, 
prize-winning poet, public servant and well-known 
educator. From time to time we hope other famous 
Chicagoans will come "Home Again." 

"Home Again" is warm, full of heart. It's humorous, sprinkle 
with chuckles. It's thoughtful, laced with nostalgia. 

It's typical of WBKB's over-all programming in that it is differ 

That's the sort of television station we run here in Chicago. 
It comes naturally to us because of the "Climate of Creativity" 
that pervades the studios and offices of Channel 7. 

Are your clients taking advantage of WBKB's 
"Climate of Creativity"? 




^tvhWca^^^^ ey^ifi^. ytwJ^l 

An Owned and-Operated Station ot the American Broadcasting Company • A Division of American Broadcasting-Paramount Theaters, Inc. 

> TT&tf3 

1 itfcl 

J' \ 



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v A 

6 < Et 






'7r\ MSA 

22 JANUARY 1% 

40« • copy • SS a y«-. 



-ft I ¥ 

I 2 1962 


II you tot on BttebM-roun a winner! Tou'll find Bala ban winning 
w laurels In crsatlY* radio, programming and promotion* —In merchandising 
id marketing. Tbeee In the know will shew yon Balahan winning new listener*, new 
lends and new fans with winsome personalities. What's more, as new stars are 
•n, new music created, new events take their place In history — Balahan will be 
ere-ln the winner's corner! Ton can het on It!!! IN TEMPO WITH THE TIMES 



i lu i mrt ii t y BwfateAixm 

John F. Box, Jr. 

*™"*W^"*n •"■m^aw 


More and more clients 
are finding they can 
reach special audience 
targets via television 

Page 25 

How to predict 
the future of a 
network tv show 

Page 28 

The 'Big Five' 
in radio copy 

Page 30 

Is there a 
W to 
network tv? 

Page 32 


i sSsP 



,,k,7los»»e e,es 


Of 21.0. a« 



oi ^ e 


l "*'*'™Srt»* Mppc " 5 „ 

when some- 

, A 28. C»ttJ 
„, Boulevard. «-• • B , a ,r-T* 
5746 Sunset B t . onaUy bY 
Represented cover Michigan ! 
Just as important as that other ski is 
Michigan's 2nd TV market. ..that rich 
industrial outstate area made up of 
populous cities ... 3,000,000 potential 
customers ... 82 1.OOO TV homes (ARB 
November '61) ...served exclusively by 
WJIM-TV for over IO years. 



Strategically located to exclusively serve LANSING . . . FLINT. . . JACKSON 
Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA 


22 JANUARY 1962 

New WDBJ-TV Studios, among the 

largest and most modern in the entire South. 
Finest technical equipment — 316,000 
watts e. r. p. — CBS affiliate. 

WDBJ-TV Brings 
You the News 
About Palmy 

Western Virginia ! 

The prosperous Western 
Virginia market keeps making 
news with its rapid industrial 
growth. Blanket this market 
with WDBJ-TV, Roanoke, now 
reaching over 400,000 TV homes 
in Virginia, N. Carolina, W. 
Virginia — in counties with nearly 
2,000,000 population. For an 
ideal test market, you're right to 
use Roanoke and WDBJ-TV. 

New Building for fast-growing Poly- 
Scientific Corp. at Blacksburg, Va. Many 
new industrial plants boost prosperity of 
WDBJ-TV coverage area. 

Ask Your PGW Colonel For Current Availabilities 



© Vol. 16, No. 4 • :2 JANUARY J 962 




Why we don't buy by the numbers (Part One) 

25 Mmy advertisers seek criteria other than top ratings before buying; t\ 
study shows a shift to other factors. Part Two (radio) next week 

How to predict program hits 

28 TvQ offers its new Formula 'B' to take the headache out of program rat- 
ing predictions; agencies find TvQ valuable in assessing program strength 

'Big Five' techniques in radio copy 

30 Blair surveys pinpoint five major roads to preparing successful radio 
copy; but hitting the mark depends on imagination, dexterity with medium 

Does net tv have a 'tilt'? 

32 New TvAR study says that 'top 20' markets, with 55% of tv homes, doea 
not attract that share of audience from prime time network tv program- 
Little fella's dryer scores 

34 Dominion Electric beats giants to the punch with luggage-case hair dryer; 
builds sales momentum with heavily merchandised Paar participation- 

What Lee Rich said about tv's 'haste-land' 

35 sponsor prints text of speech by B&B executive before Washington Ad 
Club. Rich called for satisfaction to all groups with interest in t\ 

SPONSOR'S semi-annual index 

37 Part II of SPONSOR'S index, July-December 1961. Part I appeared 15 Jan. 

NE^rVS: Sponsor- Week 7, Sponsor Scope 19, Spot Buys 44, Washington 
Week 55, Film-Scope 56, Sponsor Hears 58. Sponsor-Week Wrap-l'p 64. 
TV and Radio Newsmakers 72 

DEPARTMENTS: Sponsor Backstage 12, 555/55 16, Time 
buyer's Corner 40, Seller's Viewpoint 73, Sponsor Speaks 74, Ten-Second 
Spots 74 

Officers: Norman R. Glenn, editor and publisher; Bernard Piatt, execu 
tive vice president; Elaine Couper Glenn, secretarv-treasurer. 

Editorial: executive editor, John E. McMillin; news editor, Ben Bodec 
managing editor, Alfred J. Jaffe; senior editor, Jo Ranson; midwest editor 
Gwen Smart; midwest associate editor, June Coombes; assistant news edi 
tor, Hey ward Ehrlich; associate editors, Jack Lindrup, Ben Seff, Ruth Schlanger 
Jane Pollak; columnist, Joe Csida; art editor, Maury Kurtz; product ioi 
editor, Mary Lou Ponsell; editorial research, Carole Ferster; reader service 
David Wisely. 

Advertising: assistant sales manager, Willard L. Dougherty; southen 
manager, Herbert M. Martin, Jr.; midwest manager, Paul Blair; western man 
ager, George G. Dietrich, Jr.; sales service/production, Leonice K. Mertz. 

Circulation: circulation manager, Jack Rayman; John J. Kelly, Lydi 
Martinez, Jenny Marwil. 

Administrative: business manager, Cecil Barrie; accounting manage) 
Fred Levine; George Becker, Michael Crocco, Geraldine Daych, Jo Ganc 
Manuela Santalla, Jean Schaedle, Irene SuJzbach. 

Member of Business Publications 
Audit of Circulations Inc. 

© 1962 SPONSOR Publications In. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation, an 
Advertising Offices: 555 5th Av. New York 17, MUrray Hill 7-8080. Chicago Offices: 61 
N. Michigan Av. (Ill, 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfi 
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28). Hollywood 4-8089 Printing Oftic« 
3110 Elm Av Baltimore 11, Md. Subscriptions: U S SI ■ year. Canada $9 a year Othi 
countries $11 a year. Single copies 40< Printed U.S.A. Published weekly 2nd ela 
postage paid at Baltimore. Md. 


22 .ivm VRi 196 

You can depend on KMJ-TV's 
first class programming to get 
extra attention for your adver- 
tising message. As the July, 1961, 
Fresno ARB survey proves, this 
is Fresno's favorite TV station, 
with more quarter -hour wins 
throughout the entire week than 
any other Fresno station. This is 
true both for the Metro Area and 
for total homes. 

So when you're on KMJ-TV, 
you're going first class. If the 
Fresno market is important to 
you, can you afford not to? 

first TV Station 

The Billion-Dollar 


of the Bees 









riau-TY . 


First Nielsen 
Report, 1962' 









*Source: Nielsen 24 Market TV Report — January 1 -January 7, 1962. Average Audience all 
commercial programs, Monday thru Sunday, 7:30-11 P.M. 

22 January 1962 

Latest tv and 
radio developments of 
the week, briefed 
for busy readers 



New importance of daytime tv in billings, audiences 
underlined by NBC's $19 million six-week sales peak 

Daytime tv has come a long, long 
ways since 1957-58 and the enhanced 
position of NBC is a key part of that 

The network reports $19 million 
written in the last six weeks of 1961 
for daytime (amounting to more than 
1,300 quarter hours), good enough to 
set a new record for such a selling 
period for the network. 

More important than such a sales 
record, says daytime sales chief 
James Hergen, is the changed nature 
of the daytime tv medium itself. 

There are daytime audiences of 
10 million per average minute — 2 
million more than four years ago — 
and more than four out of five fam- 
ilies view daytime tv, averaging 
about 10 hours a family. 

(March 1961 Nielsen reported 36.7 
million homes, or 78.2%, with the 
average viewing 9 2/3 hours — all 

Figures in 1961 daytime tv billings 
are expected to top the quarter- 
billion dollar mark. That's almost 
double the 1955 figure. 

Viewing is up 5% over 1960, ac- 
cording to 2 November-1 December 
Nielsens. And sponsorship rose 11% 
over 1960 in the January-September 
period, 10 a.m. to 5 p.m. 

NBC says it's gaining more than 
the other networks from daytime 
tv's growing-up process. For the first 
three quarters of 1961 it reports its 
own daytime billings were up $28.4 
million, compared to a $5.7 million 

rise at ABC TV and a drop of $3.0 
million at CBS TV. However, Hergen 
admits that CBS recovered in the 
fourth quarter with its new minute 
plan, shifting the flow of money 
back in its favor, but not enough, 
he estimates, to change the overall 

(Continued on page 10, col. 3) 


Programing changes of major pro- 
portions are in the works at CBS TV. 
Thursday and Wednesday night will 
be affected, and also Sunday and 
Tuesday. The full nature of the 
changes had apparently not been 
decided on last week, but one of the 
first decisions was that Bob Cum- 
mings at 8:30 p.m. Thursday would 
end there on 29 March. A Red Skel- 
ton-Jack Benny hour blocked for 
Tuesday was also being considered. 

NBC TV's $1.5 million 
in nighttime minutes 

NBC TV did about $1.5 million 
new nighttime minutes participation 
business last week, selling 50 spots 
to four different advertisers. 

The buyers: Maybelline bought 26 
minutes in the Saturday movies, 
Bristol-Myers took 14 in six shows, 
Polaroid purchased nine in three 
shows, and Mennen, one in Robert 
Taylor's Detectives. 


Though contracts hadn't been 
signed at presstime, H-R is slated on 
or before 1 February to take over 
representation of two Gannett prop- 
erties formerly at Everett-McKinney. 
Stations are WH EC-TV-AM, Roches- 
ter and WINR-TV-AM, Binghamton. 

Max Everett is to leave E-McK to 
join H-R as v. p. in charge of new 
business on 1 February. 

Powell Ensign, for many years 
Everett-McKinney executive v.p. on 
1 February will go to Paul Raymer 
Co. as v.p. in the radio department, 
which will have the effect of liqui- 
dating Everett-McKinney as an active 
rep firm. 

BBDO quits Trigg Trushay 

BBDO has resigned two relatively 
inactive Bristol-Myers products to 
avoid a conflict with new brands it 
is testing for Alberto-Culver. 


• MAX FACTOR and K&E terminate 
$3 mil. account amicably 

• ABC's Sunday movies to compete 
with NBC's on Saturday 

• NBC writes $19 million daytime 
business in late 1961 

• CBS TV promotes four from with- 
in at stations, network 

• CASE (GMM&B) in big radio build- 
up — all local 


22 JANUARY 1962 

SP0NS0R-WEEK/22 January 1962 


ABC TV will go into competition 
with NBC TV with weekend network 
movie offerings early in April. NBC 
TV's movies are on Saturday and 
ABC TV's will be on Sunday. 

The ABC movies will be at 9:00 
p.m., starting 8 April." Bus Stop 
and Adventures in Paradise will both 
be dropped. 

The NBC movies started at the be- 
ginning of this season and were the 
first of their kind in fully competi- 
tive prime time. They were sold out 
through the present but are little 
more than half-sold from mid-June 
to mid-September, according to 
trade reports. 

It's understood ABC is asking 
$31,000 for minutes in original runs 
and $20,700 for minutes in the re- 
runs. ABC purchased 15 feature 
films from United Artists Associated 
and rights to nine re-runs. 

NBC's price is reportedly $34,000 
for minutes in originals and $22,000 
in repeats. It's understood NBC's 
repeats will start in mid-April. 

The ABC move would leave CBS 
TV as the only network without night- 
time feature film programing. But 
CBS o&o's and affiliates have, among 
stations, the heaviest investment in 
and experience with feature films, 
and it is officially denied that the 
network would add more program- 
ing of this kind when its stations 
already have Early Show and Late 
Show strips plus several weekend 
movies, all well-established. 

Max Factor, K&E 
part amicably 

Kenyon & Eckhardt and Max Fac- 
tor have terminated their relation- 
ship in an amicable agreement. 
About $3 million of billings are in- 
volved. K&E will continue to serve 
until the advertiser selects a new 

At the same time, Eldon Indus- 
tries, toy and game manufacturer, 


with about $1 million billings, leaves 
K&E. It has some connections to 
Max Factor. Eldon's advertising 
manager is Davis Factor, son of 
chairman Max Factor. 

SRA hits lyrics 

with double meanings 

Adam Young, president of the 
Adam Young representative com- 
panies, as chairman of the radio 
trade practices committee of the 
SRA has suggested that the code 
committee of the NAB should care- 
fully screen the lyrics of popular 
songs to prevent improperly sugges- 
tive phrases or subject matter. 

Young suggested that an appa- 
ratus similar to the one that screens 
commercials should be set up to 
prevent lyrics with double meanings 
from being broadcast. 

He objected particularly to songs 
aimed at younger listeners and con- 
taining objectionable allusions to 
sexual matters or excessive violence. 



CTS National Sales will open a 
sixth office on 22 January. It will be 
in St. Louis and the manager will be 
William F. Miller. 

Miller has been an account execu- 
tive for CBS TV National Sales in 
New York. A replacement there will 
be named shortly. 

CTS's five other offices are in New 
York, Chicago, Los Angeles, San 
Francisco and Detroit. The new of- 
fice will be located at KMOX-TV, 
CBS o&o in St. Louis. 

MBS' live service 

The Mutual Broadcasting System 
calculated that it provided its radio 
affiliates with 29,662 "live" features 
during 1961, 12,740 of which were 
spot news reports from on-the-scene. 

The tabulation also included 5-min- 
ute newscasts commentary, Spanish 
lessons, business news, and other 


J. I. Case Company, manufacturer 
of agricultural implements, had so 
much success with concentrated 
spot radio in the fall of 1961 it will 
expand to a five-month heavily local 
radio package in the first half of 

Advertising manager D. E. Fricker 
credits the fall radio campaign with 
Case's biggest fourth quarter to date 
plus a very enthusiastic dealer ac- 
ceptance. The new package will be 
a company-dealer one. "Indications 
are," said Fricker, "that well over a 
thousand local Case dealers will be 
working with us." 

The 1962 package provides this: a 
completely localized approach to 
farm radio advertising, with a com- 
bination of spots and farm service 
programs in 200 markets. 

Company is headquartered in Ra- 
cine, Wisconsin. Agency is Geyer, 
Morey, Madden & Ballard. All time 
buys, commercials production, and 
dealer coordination are through 
GMM&B in Racine. 

Programs will be tailored to 30 
different products and a wide variety 
of seasonal markets. All spots pro- 
vide time for live dealer messages, 
ranging from just tags to almost the 
whole commercial, in which case 
just the lead-in would be provided. 

Strong agricultural programing was 
a prime consideration in selection 
of stations, reported Charles Might, 
Racine radio farm director of 
GMM&B. Stations were also selected 
for localized farm programing activ- 
ity and many serve only limited 

Timex buys 4 specials 

Timex last week bought all or part 
of four specials on NBC TV. 

The shows are: 2/3 of Bob Hope 
on 27 February, 1/2 of Bob Hope 22 
March, 1/3 of the Emmy Awards 22 
May, and the entire Yves Montand 
special 21 May. 


22 JAM \RY 1%2 



DORIS DAY RAY BOLGER claude dauphin 




NEW YORK: 270 Park Avenue YUkon 6-1717 

CHICAGO: 8922-D N. La Crosse, Skokie, III. ORchard 4-5105 
DALLAS: 5641 Charlestown Drive ADams 9-2855 

L.A.: 232 So. Reeves Drive GRanite 6-1564 - STate 8-8276 

or\rr-kl a r->-i-r» ui-n m«r» ,->r- -i-lii- tr/11 ■■ m. m**m. tw—>.* . • « i^i-^n n— -»■ •— ~~. For list of TV stations programming Warner Bros. "Films o( 

SEVEN ARTS "FILMS OF THE 50'S"- MONEY MAKERS OF THE 60'S the 50 V see Third Cover SRDS (Spot TV Rates and Data) 

SPONSOR- WEEK 22 January 1962 


G. Gerald (Jerry) Danford has been 
named general sales manager of 
WCBS-TV, New York. 

The appointment was made by 
Norman E. Walt, Jr., who Danford 
succeeds. Walt was just appointed 
v.p. of CBS Television Stations Di- 
vision and general manager of 
WCBS-TV, New York. 

Danford, who was assistant gen- 
eral sales manager, has named Ber- 
nard (Bud) Hirsch to succeed him 
in that post. 
Danford joined the station's sales 
staff in 1959. 
He became as- 
sistant gen- 
eral manager 
last year. He 
was previous- 
^A Nk ^*W ly an account 

^ executive with 

A [^ Robert E. 

Jerry Danford Eastman, ABC 

Radio, and RAB. 

Walt had been general sales man- 
ager of WCBS-TV for over four years. 
He joined CBS TV Spot Sales in 

The whole chain reaction started 
a little over a week ago when Frank 
J. Shakespeare, Jr. was appointed in 
a newly created post network v.p. and 
assistant to the president. Walt then 
moved up into Shakespeare's slot, 
Danford into Walt's, and Hirsch in 
Danford's. An account executive to 
replace Hirsch at WSBS-TV will be 

Fm Listener's Guide 
unified in 21 cities 

This month 21 cities will have a 
recently unified publication, FM Lis- 
tener's Guide. 

The publication, like tv guides, has 
national and regional sections. 

Dave Garroway, tv personality, has 
been elected chairman of the board 
of the guide's publisher, Music In- 
dustry Promotions, Inc. 

Radio makers' 
Chicago salons 

{Chicago:) All three major 
Chicago radio-tv set manufac- 
turers will have la\ isli display 
salons there shortly. 

Zenith was first with a salon 
on Michigan Avenue, set up in 
June 1959. 

Last September Admiral 
opened its display room on the 
ground floor of the new Blair 

Come 1 April, Motorola will 
open its salon in the Palmer 

Increased salon activity ap- 
pears to he related to expected 
rises in sales of color tv sets 
and stereo radio receivers. 


NBC TV's research department is 
privately furious at methods used by 
ABC TV for ratings claims in certain 
recent trade ads. 

According to NBC, in a recent 
ABC ad beginning "In the first 
place," ABC made up its own week 
for a Nielsen 24 market report by 
dropping one Sunday and adding an- 
other, creating a week ending 23 
December 1961 report instead of 
one ending 24 December. There was 
almost a 5 point difference in the 
two days, but AB3 was third in either 
case, noted an NBC inside memo. 

The NBC memo states, "ABC has 
used over a dozen different ratings 
bases and research sources in re- 
cent months, including Nielsen 50- 
Market ratings and 'ARB National 
Report, Competitive Area Edition.' 
These two reports have only ABC as 
a network subscriber." 

NBC's counter is that the Nielsen 
National Ratings, used by all net- 
works and widely accepted by agen- 
cies and advertisers, haven't been 
used in ABC's ads since September. 
In the six of these reports issued for 
(Continued on page 64, col. 1) 


J. Norman Nelson has been named 
to the new post of director of sales 
marketing and sales development for 
AM Radio Sales. 
Nelson began his new duties last 
week with a 
tour of all AM 
Sales stations. 
He was most 
recently v.p. 
and advertis- 
ing manager 
of Calumet 
Publishing. He 
J. Norman Nelson was previously 
director of advertising and promo- 
tion for ABC, Western Division. 

Daytime now big time 

(Continued from page 7, col. 2) 

On women delivered, Hergen's 
presentation — already shown to 
agencies in Los Angeles and New 
York and to be seen shortly in Chi- 
cago—revealed ABC behind NBC 
and CBS, largely because of more 
children in some shows. Whether 
CBS or NBC had more women de- 
pended on what was measured. CBS 
had the lead in the Nielsen pocket- 
piece, but if sustaining line-ups 
were added, then the balance shifted 
in NBC's favor. 

Hergen explained why sold-ou 
shows such as From these Roots hadl 
been killed. In this case the sho 
failed to draw a 30% share and as 
time went on had more and more 
older women in its audience. 

Networks that have personalities 
as salesmen deliver an advantage to 
clients who use them. Several dif- 
ferent studies rate this advantage 
over film strips as 30-35%. 

NBC's first quarter daytime is 
about 76% sold out, Hergen stated^ 
Three news strips, all Monday 
through Friday, are fully sponsored.: 
Advertisers are General Mills at 
12:55 p.m., Colgate-Palmolive at 2:25 
p.m., and Bristol-Myers at 4:55 p.m.. 


More SPONSOR-WEEK continued on page 64 


y creativity 



KWTV- OKLAHOMA CITY Represented nationally by Edward Petry * Company. Inc. 






Represented nationally bx Katz 




Roanoke, Virginia 

• • • the 




tradition ! 





by Joe Csida 


The FCC goes on the air 

Of a long list of television programs I look 
forward to catching this year, I anticipate most 
eagerly (at least in the first quarter of 1962) 
five in particular. The first three are one-hour 
specials which NBC TV will carry on successive 
Sundays (28 January, 4 and 11 February), the 
first from 6:30 to 7 p.m. and the others from 5 
to 5:30 p.m. These will be highlights of the 
Federal Communications Commission hearings on program prac- 
tices, and there is little doubt that a main feature of the shows will 
be the comments of Frank Stanton, president of CBS, Inc., Robert 
Sarnoff. chairman of the board of NBC, and Oliver Treyz, president 
of ABC. 

This will be an especially fascinating trio of shows to me because 
it will represent one of the very few (if not the first) times the heads 
of the networks are presented as the spokesmen for the television in- 
dustry. It will represent possibly the most extensive use yet made 
by the video medium to tell its own story, openly and forcefully, 
directly to the public. What Frank Stanton and Bobby Sarnoff wil 
tell the FCC examiners, of course, cannot vary too greatly from what 
they told audiences at the University of Pennsylvania and in Beverly 
Hills, respectively, last month. 

An illiberal doctrine 

Talking to a meeting of the network's affiliates, young Sarnoff said: 

"Some would interfere (with programing) with no more than a 
lifted eyebrow, using it as a kind of semaphore to wag this program 
type off the air and signal more time for that one. I believe this is 
a dangerous, mistaken and illiberal doctrine. It is illiberal because 
it is based on the belief that the end justifies the means — that goals 
prescribed by those in authority are more valuable and important 
than freedom itself. 

"It is mistaken because it assumes that viewing can take place 
without the consent of the viewers — that a mass audience will just 
sit there and watch regardless of what is on the screen. It is mis- 
taken, also, because it presumes to set up standards as to what is 
worthy and what is not. . . . Any doctrine of coercion is dangerous 
because even if it could be administered with impeccable intentions 
and flawless wisdom, it creates a precedent that could be disastrous 
in the hands of some future authority who might be unwise, ill- 
intentioned, or both. . . ." 

Stanton, speaking before the Benjamin Franklin lecture group at 
the U. of P., said: 

"The material available on the television networks pretty much 

[Please turn to page 14) 


22 JANUARY 1962 

T. V. spot editor 

Sponsored by one of the leading film producers in television 

Photographic magic dramatically demonstrates how an Autolite sparkplug "actualh cleans 
itself while vou drive". Exciting "electronic" musical effects, by Raymond Scott, accent the 
action of Autolite products featured in this series of commercials. 


New York: 200 East 56th Street 

Chicago: 16 East Ontario Street 

Have the underwater ballerina swim directly to the edge of the television set, add glamour 
shots with a water background, and you have the perfect way of saving "Jergens Moisture 
Cream". This is one of a series of commercials for Andrew Jergens products. 


New York : 200 East 56th Street 

Chicago: 16 East Ontario Street 

"Butter! Real butter! Costs a little more, but it's worth a lot more". That's the theme of this 
series of 60-second color spots for the American Dairy Assn. Seen on the Dinah Shore show, 
thev appetizingly prove, through eye-tasting food photograph), that the little difference is 
worth a lot more. 

Produced by SARRA for the AMERICAN DAIRY ASSN. through CAMPBELL- 


New York: 200 East 56th Street Chicago: 16 East Ontario Street 

'.very so often along comes a "natural" for a TV commercial. That's what Chock Full O'Nuts 
coffee (both regular and instant) has in this Jimmy Durante series of spots — for "The Nose 
nows that coffee that smells best . . . tastes best". Comedy that sells. 

New York: 200 East 56lh Street 

Chicago: 16 East Ontario Street 

NEW YORK: 200 EAST 56th STREET. . . 



'0NS0R • 22 JANUARY 1962 


the shell 
of the nut 
the meat... 

Doesn't over cover it. Doesn't undercover it. 
Covers it just right. 

There's a moral here for broadcasters. 

Some ad publications claim from 30,000 to 
60,000 readers. At most, we estimate there are 
perhaps 7,000 to 8,000 who might have some 
influence on a spot or national buy. 

Why pay for a coconut to cover an acorn? 

To cover the people who buy time — nothing 
does it like a broadcast book. 


555 FIFTH AVE., NEW YORK 17, N. Y. 
sells the team that buys the time 


Sponsor backstage (Continued from page 12) 

parallels, in kind, the material that characterizes such other mass 
media as the paperback book — the rise of which chronologically has 
matt lied that of television and which now sells 2 ( ) I million copies 
annually. Reassuring as it is to know that you can get Plato's dia- 
logues or Trevelyan's histories in inexpensive editions at Liggett's, 
it is still not surprising that Mickey Spillane remains the all time 
best seller. Or that, of the 2 18 new titles in paperback fiction in the 
present fall season, 92 or 37 percent are westerns, adventure and 

"But I would think that a literary critic would be something less 
than perceptive if he picked up the first 50 titles and used them as 
a base for a report on the achievement of the American novel, 
would question also the judgment of an historian who concluded 
that a sound basis for appraising the role of the magazine in Ameri 
can life was to read indiscriminately e\ery magazine that he found 
on the first shelf of his neighborhood newsstand. Such a method 
would be considered an aberration in critical methodology and its 
results could not be taken seriously. 

"But isn't this exactly what has happened in the case of televi 
sion? The process by which it was concluded that television pro- 
graming was a 'vast wasteland' was described in these words: '. 
sit down in front of your television set when your station goes on 
the air . . . and keep your eyes glued to that set until the station 
signs off. . . .' 

Rigid stand against rigidity 

"If government authority sets standards . . . you would have a 
thoritative standards that stifle creativity. You would have a rig 
ity that would discourage experimentation. You would have th 
subjective judgment of a small group imposed on the many. And 
you would have the constant danger of the misuse of the medium for 
political purposes." 

I don't know precisely what Ollie Treyz will tell the examiners, 
but you may count, of course, on an equally rigid stand againsl 
government supervision of programing in any form whatsoever. 

It will be most interesting to see how Treyz, Stanton, and Sarnofl 
present their cases to the examiners later this month, and how tin 
NBC TV news and public affairs department in turn presents tin 
"highlights" in its news programs. 

The other two shows I'm looking forward to are the Jack Paai 
farewell show, which should be March 30, and the first show li\ 
Jack's successor, now reported to be Johnny Carson. Carson is al 
set except for arranging his way out of his current deal with Dot 
Fedderson, who produces Johnny's ABC TV show "Who Do Yoi 

Johnny is a bright, ingenious, gifted comic. The greatest job 
ever saw him do was the performance he turned in as emsee of th' 
Friars' Testimonial luncheon for Lucille Ball last year. You've 
to be a fast and funny fellow to emsee one of these Friars' bashe 
successfully. And Johnny did. With every great comedian in Amer 
ica on the dais and working, Johnny came up smelling like a roa 
Of course, you can't use quite the same kind of material on networl 
tv as you do at a Friars' frolic, but I'm sure Johnny can make i 
big. I hope he does. And so does NBC. They've got about $15 
000,000 in billings riding on him. 




Advertising agencies 

J | %$ J HI 

and their clients 

Radio & tv stations, networks 

and their reps 


are now using NCS '61 
in their marketing 
and selling campaigns 
...for their products 
...for their facilities. 

Nielsen Coverage Service '61 supplies 
the answers time buyers and sellers need 
about radio and tv station coverage and 
circulation. NCS '61 provides authorita- 
tive coverage facts, county-by-county, on: 

• Total homes . . . tv homes . . . radio 
homes, all census-based. 

• Station coverages (daily, weekly; 
daytime, nighttime) as percentage 
levels and circulations of 565 tv sta- 

tions and 3,376 radio stations . . . 
every reportable station in 50 States. 

Time buyers are referring to NCS '61 to 
learn how well each station's coverage 
matches their clients' marketing plans. 

Time sellers are quoting NCS '61 as 
proof of their station's current circula- 
tion . . . answering the questions: 
How many? Where? How often?... 
and How effectively? 




360 N. Michigan Ave., FRanklin 2-3810 


575 Lexington Ave., MUrray Hill 8-1020 


70 Willow Road, DAvenport 1-7700 


1680 N. Vine St., HOIIywood 6-4391 

Nielsen Coverage Service 

a service of A. C. Nielsen Company 
2IOI Howard Street, Chicago 45, Illinois • HOIIycourt 5-4400 


22 JANUARY 1962 


555 5 

Going for the broker 
We were most impressed by the arti- 
cle "A broker talks about ad agen- 
cies" in your issue of 13 November. 
We should like to have 50 reprints . . . 

James G. Wells 

vice president 

Leland Bisbee Broadcasting Co. 

Phoenix, Ariz. 

I am very impressed with your arti- 
cle on brokers in the 13 November 
issue. I wonder if I might get 20 

John L. McGuire 

John L. McGuire and Co. 


• Reprints minimum price is $14 for 50 copies. 

Radio's image of ad agencies 
We have found your articles on ra- 
dio's "image" of a great deal of in- 

Now, how about doing an article or 
two on the image of the large adver- 
tising agencies as held by the people 
in the radio industry. Included in 
any such survey should be some of 
the radio people in the one-, two-, and 
three-station markets where every 
piece of advertising sold has to justi- 
fy its cost in direct sales returns. 

These are the people who are be- 
coming the real experts in advertis- 
ing and it would be interesting to 
know what they think of the job 

THE BIG BOYS GO where the buyers 
are . . . to the naturally rich Ark-La-Tex market. That's 
why major national companies are investing heavily 
here in distribution facilities, plants, and retail outlets. 
Their customers (over 1,000,000 in the area . . . 281,000 
in metropolitan Shreveport) not only spend wisely . . . 
they choose wisely the TV station they believe in. In 
case you're not sure which one, ask Harrington, Righter 
and Parsons to give you the figures. 

* , *K-LA-TEX ARK-l 
*. •• v ARK-LA-TEX 

"" "K-LA-TEX . 




... LA-TE.. 




United Gas Corporation headquarters 
Libby-OwensFord Glass Plant 

Piggly Wiggly operators' warehouse 
Sears new department store 

currently being done by some of the 
larger agencies. 

Donald Thomas 



Lewiston, Idaho 

s SPONSOR'S editorial botrd will take up the 
suggestion and discuss It. 

New year's promotions 

Shame on you! Look at your boxet 
feature on page 7 of 8 January issue 
{SPONSOR-WEEK)— look at the 
squib captioned "Personal Greetings 
way, way back on page 56 {SPON 
SOR-WEEK WRAP-UP)— then con 
sider the following: 

1. Our publicity release fmailec 
27 December) must have reached you 
even before Golnick made its buy 
(28 December — and, incidentally, 
twelve days after we made ours. They 
read about it in an RAB bulletin) 

2. Contrasted to our competitor's 
strident commercialism, we used 
pleasant "image" copy — even wish 
a Happy New Year to all of oui 
trade books! 

3. We sponsored six hours against 
their five! 

And so I conclude, with feelin 
bruised and tongue in cheek. 

Stanley E. Blumberg 


The Joseph Katz Co; 


Congratulations to Joseph Katz Company on 

its six-hour New Year's Bre party. According la 

our arithmetic, this established a record for agency 

radio parties. 

Commentary on 'Commentary' 

Just a note to let you know that 1 
enjoy your Commercial Commentary 
more than any other editorial feature 
in any of the advertising trade publi 

I think your current editorial or 
"Industry oratory in 1962" is one 
of the finest pieces of writing I havt 
ever read on the subject. 

M. Belmont Ver Standig 


M. Belmont Ver Standig lnc 


Love that country music 

We would like to order 100 reprint: 
of the article "Love that country mu 
sic" in your 18 September 1961 issue 

E. M. Sleighel 

general manage, 


El Paso 



22 JANUARY 1961 







WTVR not only consistently tops the Richmond shore 
of audience in all three services, but according to 
AFFILIATED V ^k ^k^ the latest TelePulse exceeded the nearest com- 
petitive station from sign-on to sign-off by a 82.5 % 
WITH V. ™ V A greater share of audience and is 43.4% greater in 

ARB Average Homes Reached. For more information 
call Blair Television Associates. 

PONSOR • 22 JANUARY 1962 17 


Mail is usually a good barometer of one's popularity. Yet, because wpix-11 has no mail, 
we're more popular with advertisers! An extraordinary statement except when 
you understand the kind of mail we mean: No Mail Order Advertisers! wpix-11 
advertisers are national, representing the foremost advertisers in the land. 
General Motors, General Foods, P & G, Coca-Cola, R. J. Reynolds — they're all 
here in quantity. It makes good sense to join in the fine company of national 
advertisers on wpix-11. Where are your 60 second commercials tonight? 


Interpretation and commentary 

on most significant tv /radio 

and marketing news of the week 


22 JANUARY 1962 

Copyright 1962 



What could make mid-summer the liveliest spot tv buying period in years will 
be pressure by the tv networks on nighttime advertisers to move earlier than usual. 

What favors the networks in that ambition is the general business climate. 
Some agencies have been able to get a look at the scripts of new series in the works, but 
the pilots won't start coming in until the first week in February. 

New national spot tv business, at least for the key markets, kept humming along 
the past week, with the pace indicating January will be even better than the unex- 
pected lush December. 

Buys and availability calls out of Chicago included: Pabst (K&E), 39-52 weeks, 
mostly I.D.'s; Peter Pan peanut butter (McCann-Erickson), daytime, kid shows and prime 
20's; Bauer & Black's Fling, a surgical hose (Tatham-Laird), 10-week schedules in test mar- 
kets; G. Heilman's Old Style and Kingsbury beers (McCann-Erickson) ; Kraft's confection 
(FC&B) and margarine (NL&B). 

Among the New York buys : Hostess cake (Bates), minutes to 18 March; Ward's 
Lucky Cake (Grey), 12 February, 18 weeks; General Foods Tiny Taters (Y&R) ; Cashmere 
Bouquet (NC&K) ; Swansdown Deepdish (Burnett) ; Minute Maid (McCann-Erickson). 

Postscript on the switch of Cream of Wheat from BBDO Minneapolis to Bates : 
the radio reps in Chicago are mourning the loss of a staple, bellwether account, 
while the radio reps in New York are keeping their fingers crossed. 

Neither Bates nor the COW division of National Biscuit is saying what the next media 
plans are for the cereal (the whole $1.5-million budget had been going to radio), but there's 
one guess that's being conjured: the selling approach could, what with the Bates im- 
age, move over to the hard side. 

As far as the midwest sellers of radio are concerned, they've lost their ace source of 
year-in-and-year-out billings. It's now up to their New York confreres to reaffirm the 
success message to Nabisco and Bates. 

The Kitchens of Sara Lee is patiently girding itself for another one of its big 
pushes on more than one promotional front, with spot tv prominently in the pic- 

It's got several new products in its cake line and the immediate task is to ballyhoo its 
smaller-packaged and lower-priced coffee cinnamon nut cake. 

The Jack Paar show is spearheading the coffee cake push, and the indications are that 
a combination of upcoming specials (Judy Garland, Academy Awards) and spot flights will 
carry the message of new Sara Lee packages. 

Put the question to the leading reps and most of them will tell you that the 
introduction of the 40-second chain-break has been quite a boon to spot tv. 

One top rep informed SPONSOR-SCOPE last week that the expanded break had proved, 
what he termed, a salvation to spot. 

As some of the other reps expressed it: (a) without the 40-second chain-breaks stations, 
most certainly those in the key markets, wouldn't have been able to handle the inflow of 
business; (b) advertisers generally had no objection to buying 20's back-to-back; (c) the 
40-second breaks provided an unprecedented flexibility. 

Noted one rep : what we need now is a big supply of 60-second nighttime breaks. 


22 JANUARY 1962 



SPONSOR-SCOPE continued 

Blair is giving deep study to a program spot carrier plan that it can recom- 
mend to its tv stations. 

It will probably be something along the lines of the Trailblazer plan which Katz has 
developed in cooperation with Ziv-UA. (See 19 December and 15 January sponsor.) 

Spot tv may look for another seasonal campaign out of Eastman Kodak ( JWT) 
this spring. 

Like the previous one, it will be confined to major markets and put the emphasis on 
getting that camera off the shelf. 

There's also every indication that Eastman will be aboard the Disney-NBC TV series for 
another year, what with all the success it has had in the way of promoting color stock. 

Don't be surprised to see a steady migration into tv of advertisers who have 
been traditionally identified with lots of little ads in the magazines. 

The cause: a decline in the value of the position of these ads as a result of 
changed magazine formats, with the big pictures, articles, and ads clustered up front. 

Latest of the traditional small ad supporters to go tv is the maker of Scholl foot pads, 
etc. (Donahue & Coe). The budget, about $1.25 million, has gone to ABC TV. Scholl will use 
five daytime minute participations a week, starting in April. 

It may not represent a big budget but there's an exceptional success story in 
the use of tv to be garnered from Cult on Industries (Compton) in connection with 
its Life Lite rechargeable flashlights. 

The company used Jack Paar and spot tv for six weeks prior to Christmas and practical- 
ly swept the factory clean of its Life Lite inventory. 

Gulton will not only be back on tv for the second time in May and June but it'll put its 
other consumer products, including rechargeable radios and the Standby Energy Lite, on the 

For the spot end of its pre-Christmas promotion Gulton used the nine top markets 

Admen recently exiting from Benton & Bowles and other agencies might fii 
it expedient to take a cue from Horace Greeley and go west. 

A survey conducted by SPONSOR-SCOPE's Chicago correspondent last week revealed 
distinct reversal of the agency trend from that of a year ago. 

Early last year Michigan Avenue was full of people trying to find niches — from 
countmen to timebuyers. 

Right now the Chicago agencies can't find enough manpower to fill the openings 
are coming up, according to employment agencies. 

The major demand is for upper-grade marketing people, researchers, account executive 
and supervisors with marketing background. Second in demand are copywriters and me 
personnel of various persuasions, with a lot of subtle raiding going on in the latter's special: 

Judging from comments heard among agencymen, the seller of local tv coulc 
do a lot more toward ingratiating himself with customers and prospects. 

What they have specific references to: paying some attention to regional gatherings o 
company representatives by (1) informing them via a presentation on how their field usei 
spot; (2) scheduling station personalities during the meet; (3) inviting the delegates 
families over to the station for some special entertainment or for a broadcast; (4) intro 
ducing the gathering's presiding officer on a local news program. 

20 SPONSOR • 22 JANUARY 196 

SPONSOR-SCOPE continued 

ABC TV has this explanation for its disposition to let advertisers lighten or 
heavy up their schedules as they see fit : modern marketing requirements make it 
imperative that any medium bend to the seasonal fluctuations of a product. 

Both the other networks and sellers of spot have been contemplating this wrinkle with 

Another ABC TV practice that's evoked comment from the competition: permitting day- 
time advertisers using scatter plans to shorten the lineup on some of their participating 

ABC TV's rejoinder: its sales still average 110 stations out of a total of 121 stations 
per daytime program. Also, NBC TV is extending a similar privilege to Alberto-Culver. 

It's practically become a tradition in network tv for the new selling season to 
start off with a customer finding himself ousted from a nighttime niche without 
by-your-leave or ceremony. 

The first one it's happened to in connection with the 1962-63 cycle is Colgate. The spot: 
CBS TV Tuesday 8:30-9 p.m. The show: Dobie Gillis. General Foods pointed to the spot and 
got it. Purpose: for Jack Benny to sell Jell-O again. 

Both Colgate and Bates are nurturing the expectation that CBS TV will equitably make it 
up to them for the dislocation. 

Last season similar incidents occured to American Tobacco and Lever at NBC TV and 
to R. J. Reynolds at CBS TV. 

The FCC in its inquiry on network program control, which reopens this week, 
might take note of the following: neither of the two situation comedies of the cur- 
rent season's vintage that might be called hits are controlled by a network. 

The reference is to (1) Hazel, Ford controlled; (2) Car 54 Where Are You?, which 
is a 100% P&G property. 

Buyers of chainbreak spots may find some interesting comparisons in this 
latest set of Nielsen and ARB (audience composition) data on the two network tv 
medic series: 




AA rating 




Audience share 



- 2% 

NTI ranking 




AA homes 




Total viewers per avg. min. 




Total male viewers p/a/m 




Total female viewers p/a/m 




Teenage viewers 

(13-17) p/a/m 




Young housewives (18-19) 



- 1% 

Looks like NBC TV is set on keeping within bounds the promotion claims of 
manufacturers who provide the network's givaway shows with prizes. 

A militant case in point: it was NBC TV which instigated the complaint which resulted in 
the FTC last week citing the Dormeyer Corp. (North) for allegedly misrepresenting in 
print the tv promotion given its electrical appliances. 

The FTC also mentions ABC TV and CBS TV but it was NBC TV that accused Dormeyer 
of improperly using network names and programs in the advertising placed by Dormey- 
er in appliance trade papers in connection with the last pre-Christmas push. 

The advertising talked about an accumulation of 350 million tv impressions, which 
the FTC's complaint considered, among other things, misleading. 

The North agency was joined in the complaint. 


22 JANUARY 1962 


«* SPONSOR-SCOPE continued 

Sunshine Biscuits (C&W) has joined the list of Tennessee Ernie Ford spon 
sors, making the strip, which is soon to start, two-thirds sold for the initial 26 weeks. 

In terms of gross billings ABC TV estimates the strip's potential annually as $5.75 
million. The daytimer will debut on 140 stations, with the network pointing for a total 
of 163 stations — which would give the show 94% of all tv homes. 

P.S.: Sunshine has also bought a weekly daytime quarter-hour on NBC TV for 12 weeks. 

Hills Bros. (Ayer) will be doing a three-week saturation job in radio in a lot 
of scattered markets in February. 

Other spot radio buys the past week: Hill dog food (Biddle Co., Bloomington, 111.) ; 
Heckman biscuits and Merchants biscuits (George Hartman) ; Look magazine (Fairall, Des 
Moines); Seven-Up (JWT) ; Bristol-Myers' Mum (DCS&S). 

Don't yet write off the western as a staple audience magnet. There are seven 
less of them this season but they're delivering the best batting average among the 
various program types in the top 40. 

At this time last year variety shows were far and away the leaders in this sort of com- 
parison, with the westerns running third to the quiz-audience participation covey. 
Here's how the various program types came out in the II December NTI: 


Westerns 14 9 .643 

Variety 15 8 .533 

Quiz-aud. partic. 6 3 .500 

Situation comedy 26 12 .462 

General drama 13 4 .308 

Adventure 5 1 .200 

Suspense-mystery 17 3 .176 

In case advertisers and agencies are not aware of it, there's a prime minute 
available for spot on alternate Sundays among CBS TV affiliates. 

The minute comes between Dennis the Menace and the Ed Sullivan show. 

How this came about: Sullivan objected to the affiliates taking a break of 30 sec- 
onds when the show is wholly sponsored by Colgate and the network solved the problem b> 
starting the program on those weeks at 8:00:30, which actually creates a station-break 
of 72 seconds. 

CBS TV affiliates have also a 72-second chainbreak available to them just before CBJ 1 
Reports Thursday nights. 

With the P&G agencies summoned to Gncinnatti 7 February for an all-da) 
meeting on next season's tv programing plans, it might be appropriate to post th< 
current roster of who's who in the P&G advertising domain. The Cincinnati lineup : 

A. N. Halverstadt, over-all advertising director. 

Bill Gurganus, manager, advertising production division. 

Paul Huth, director of media. 

Ruth Condit, broadcast media. 

Bob Short, director of tv programs. 

Toby Raymond, tv commercials. 

P.S.: The visitors from the agencies will probably be able to see four pilots in whicl 
P&G is interested. 



For other news coverage in this issue: see Sponsor-Week, page 7; Sponsoi 
. Week Wrap-Up, page 64; Washington Week, page 55; SPONSOR Hears, page 58; Tv and Radi< 
Newsmakers, page 72; and Film-Scope, page 56. 



North Carolina's Grade A World 



exclusively providing City Grade 
coverage strength to the state's top 
metropolitan area, heart of WSJS' 
rich 33-county Piedmont market. 

Call Peters, Griffin, Woodward, Reps. 




'ONSOR • 22 JANUARY 1962 



Groucho sold it to us! 

People everywhere are sold on Groucho. So is station after 
station from coast to coast. "The Best of Groucho" (and 
we mean 250 of the very best from Groucho's 11-year 
network comedy hit) is capturing outsize local audiences 
in market after market. Right now, he's the major attrac- 
tion in: ■ Scranton, WNEP • Kansas City, WDAF • Los Ange- 
les, KTTV • Knoxville, WBIR • Greenville, WFBC • Chicago, 
WGN • Wichita Falls, KEDX • Phoenix, KPHO • San Diego, 
XETV • New York, WPIX • El Paso, KTSM • Richmond, 
WRVA • Bellingham, KVOS • Baltimore, WMAR ■ Washing- 
ton, WRC • Columbus, Ohio, WBNS • Tampa, WFLA • Evans- 
ville, WFIE • Salt Lake City, KSL • Seattle, KOMO • Houston, 

KHOU • Portland, Ore., KATU • Greensboro, N.C., 
WFMY • Orlando-Daytona Beach, WESH • Sacramento, 
KRCA • Albuquerque, KGGM • Paducah, WPSD • Jackson- 
ville, WJXT • Portland, Me., WCSH • Tulsa, Okla., 
KOTV • Springfield, Mass., WHYN • San Francisco-Oakland, 
KTVU • Fresno, KICU • Flint, WJRT • Detroit, WWJ • Bristol, 
WCYB • Minneapolis, WCCO • Boston, WBZ • Nashville, 
WSM • New Orleans, WWL • Greenville, N.C., WNCT • Provi- 
dence, WSAR • Spokane, KHO • Cincinnati, WCPO ■ Aren't 
you included? The people in your area would like to be! 
Call NBC Films at Circle 7-8300 in New York. Discover 
all the reasons why. . . 


l\ DPI 


\ -{ 

\IDU 1 




22 JANUARY 1%2 


22 JANUARY 1962 


Why we don't buy 

by the numbers 

Various reasons are advanced by 
wide variety of clients as to why 
they don't play the numbers game 


22 JANUARY 1962 

any of the nation's advertisers — and they fun 
the gamut from local shopkeepers to the country's 
most fearsome industrial giants — have been com- 
ing to the conclusion that they can sell a heap more 
of their ware (be it company image or widgets) 
via the special audience of a limited-appeal show 
than by means of a mass-appeal program. 

In other words, their timebuying decisions are 


1 -»**" 



Non-impulse buying 
advertisers turn 
to tv without heed 
to lore of numbers 







not based on the infernal numbers 
game or rating system. 

More and more, networks and in- 
dependent stations are developing a 
new and bright avenue for effective 
selling. Broadcasters are construct- 
ing an arsenal of program fare <>n 
which advertisers, big and small, lo- 
cal, regional and national, can build 
sales and distribution along with the 
simultaneous development of a sym- 
pathetic company image. 

What broadcasters are offering 
them are not necessarily programs 
that will snare staggering ratings. 
They are. according to a SPONSOR 
probe, giving them the kind of pro- 
grams and specials that are bound to 
win high critical acclaim and achieve 
other objectives at the same time. 

Buying by the numbers alone is 
like eating for calories alone, is the 
way Bert Briller, vice president, sales 
development, ABC TV, put it. The 
fact is that there is a vast difference 
between 300 calories of oatmeal and 
300 calories of a sizzling steak, ac- 
cording to Briller. "In buying tv 
you have to look for appetite appeal 
and proteins, vitamins and minerals, 
as well as calories and cost." he as- 
serted. According to Briller. there 
are five major goals of advertisers 
who seek something more than num- 
bers. Briller identifies these goals a- 
(1) environment, where the atmos- 
phere of a program provides an ex 
cellent showcase for the product: (2' 
the corporate image of the institu- 
tional or semi-institutional advertis- 
er; (3) specialized audience, such as 
men reached by NCAA Football for 
Gillette and others; teenagers reached 
b\ American Bandstand and other 
special marketing targets classed by- 
age of housewife, family size, county 
size, income or region : (41 merchan- 

(1) For 12 years Con Edison has used John 
Tillman on WPIX, New York to promote image: 

(2) Gordon Page of Mc-E and C. A. Lamb, tv 
supervisor, Standard, discuss Age of Kings as 
public service on WNEW-TV; (3) Lincoln- 
Mercury is seeking selective group on JFK 
Report on NBC TV; (4) Chemical Bank NY 
Trust Co. had specialized audience on Open 
End over WNEW-TV; (5) Romper Room sold 
children's shoes via extensive merchandising 
campaign; (6) Lincoln-Mercury sought higher 
level in 'Vincent Van Gogh' on NBC TV 


22 JANUARY 1962 

dising and exploitation, for a pro- 
gram with subsidiary values beyond 
audience size; and (5) personalities, 
where a specific star adds definite 

Advertisers, according to Briller, 
have always been interested in quali- 
tative as well as quantitative factors, 
but the pendulum is now moving 
more in the direction of environ- 
ment. One long-term trend is the 
definite desire for association with 
news and special events, Briller said. 

The desire for association with 
news and actuality programs is borne 
out at ABC. CBS and NBC. In many 
instances clients have been latching 
on to important conversation-provok- 
ing video fare with the object of in- 
forming the masses, rather than en- 
tertaining them with escapist fare. 
Clients in growing numbers welcome 
large numbers (ratings) but their de- 
cision to buy is not dependent on 
what the Nielsen figures may ulti- 
mately reveal. As Charles H. Percy, 
chairman of the board and chief ex- 
ecutive officer of Bell & Howell, a firm 
believer in video documentaries, put 
it recently: "We have found a way 
of serving the national interest and 
at the same time enhancing the cor- 
porate image." 

It was Bell & Howell that presented 
one of NBC's first public service 
shows in prime time. The Berlin 
Crisis, in 1959. The same client co- 
sponsored CBS Reports during the 
'59-'60 season when the series offered 
"Population Explosion" and "Who 
•,;Speaks for the South." "Each of these 
shows brought more mail than we re- 
ceived during a full year of sponsor- 
ing strictly - entertainment shows," 
iPercy said. More recently, Bell & 
Howell has been remarkably success- 
ful with its Close-Up series on ABC. 

Brendan J. Baldwin, vice president 
and media director, Kenyon & Eck- 
lardt. said he ignored the numbers 
;.vhen he was seeking specific types of 
ludience. as for example when in 
search of "a quality show like Wins- 
ton Churchill or Leonard Bernstein. 
i-Ve use the numbers to help our 
,udgment in deciding the price we 
i re willing to pay for a media pur- 
|hase in relation to the marketing ob- 
jectives and in consideration of the 
ales timing, merchandising and pro- 

motional efforts which will work in 
concert with that media buy." It 
was Baldwins opinion that the use 
of numbers played a big role in local 
television. "Of course, whose num- 
bers you use is the important ques- 
tion," he said. 

"Numbers are important now and 
they always will be," John M. Otter, 
director of special program sales, 
NBC TV told sponsor. "But more 

M. J. RATHBONE, pres. of Standard Oil 
(N.J.) is indifferent to ratings, believes in 
sponsoring good tv programs as way of fulfill- 
ing at least part of his firm's responsibilities 

JOHN M. OTTER (upper r), die, special 
pgrm. sis., NBC TV, says more agencies and 
clients are buying actuality specials and 
documentaries to enhance their company im- 
ages and position in the United States 

ROBERT H. BOULWARE (r), assoc. media 
dir., Fletcher Richards, Calkins & Holden, 
Inc., says the number may be useful but buy 
is more than mere matter of cost-per- 1 000 

agencies and their clients are recog- 
nizing the other values inherent in 
this kind of programing which tend 
to have a greater influence than the 
slide-rule concept of television adver- 
tising." The experience of clients 
such as Texaco, Purex, Gulf, Timex, 
Mutual of Omaha, Longines-Witt- 
nauer, Firestone, Prudential. Bristol- 
Myers. Bell & Howell. Goodrich, 
AMF, Ralston-Purina. Philip Morris 
and Westinghouse with news and 
public affairs shows on national net- 
works within the past year has 
shown, in the expert opinion of Ot- 
ter, that programs of this nature can 

be brought in at realistic cost per 
thousand and that "they provide an 
ideal springboard for effective dealer 
and point of purchase merchandis- 
ing." Otter also said that Lincoln- 
Mercury was another excellent exam- 
ple of "not buying by the numbers." 
Its purchase of "Vincent Van Gogh: 
A Self Portrait," for example, was a 
notable event. "Results were marvel- 
ous and Detroit was elated," he said. 

Ratings are the sine qua non of the 
inexperienced, in the seasoned opin- 
ion of Leslie L. Dunier, vice presi- 
dent in charge of radio-tv. Mogul 
Williams & Saylor. Inc. Dunier said 
it goes without saying that "audience 
numbers will weigh heavily in media 
decision, but all too often it is not the 
major criterion for selection. "Au- 
dience composition — that s a differ- 
ent proposition entirely." he declared. 
At MW&S staffers look at all factors 
and criteria before making recom- 
mendations. Very often the deciding 
factor is the makeup of the audi- 
l Please turn to page 4<> ' 


22 JANUARY 1962 


PICKING PROGRAM winners is not easy — even winners have a way of losing ground. New TvQ for- 
mula to predict ratings is discussed by (I) Herb Altman, TvQ client contact sup., Henry Brenner, HTI pres. 


^ TvQ says new Formula 'B" 1 can tell months ahead how show will measure up in 
ratings; agency experts may even predict commercials' impact with new TvQ data 

■ or \ears. admen, network experts, 
and ad managers have relied on part- 
fact and part- judgment to fathom 
lmw the season s tv offerings, old and 
new. will do. Truth is. the\ still do. 
But last week, the scale tipped to- 

ward hetter halance hetween the two: 
subjective judgment now has the re- 
inforcement of new data to either 
support or question the program ve- 
hicle. The new data arise from a rat- 
ing prediction formula first worked 

out in early 1900 by TvQ, the tv re- 
search arm of Home Testing Insti- 
tute, Manhasset. N. Y. 

TvQ's Formula "A," reported on 
in sponsor 22 May 1961, deter- 
mines shares of audience for new 

Formula 'B' batting average in 9 programing situations, 3 tv seasons 



No. of 

Average rating 



TvQ data used 


to lapse 


point error 



Oct. II 1961 

Dec. 1961 





Oct. II 1960 

Dec. 1960 




Oct. II 1960 

Mar. 1961 





Oct. II 1959 

Dec. 1959 




Oct. II 1959 

Mar. 1960 






Oct. II 1961 

Dec. 1961 





Prior to 



Selected point 

after competition 






Prior to 








June 1960 

Dec. 1960 








HOW WELL does Formula 'B' work? 1 96 1 -62 (evidence season's static and dynamic figure) indicates a rating point prediction error of 2.2 for 
static situations, 1. 5 for dynamic. Although I960-6I figures (1. 8) are equal, the average of '6 1 -'62 dynamic and static or Oct. -Dec. '60-'62 is 1. 85 



22 JANUARY 1902 

shows only, after their first 13-week 
cycle indicates their future ratings. 
But the newer formula is less limited, 
acts more as a scientific "umbrella" 
over complex prediction situations. 

Designated as Formula "B," the 
process was affirmed last week by the 
incorporation of Nielsen sets-in-use 
data for December 1961. Heretofore. 
TvQ's researchers tested the formula 
on past seasons, i.e.. using their own 
and Nielsen rating data to predict 
ratings in months where ratings were 
available. But last October. Formula 
"B" was used to predict ratings of 
shows, on the air that month, when 
they were to appear two months later 
— without Nielsen actuals. The re- 
cently-published Nielsen ratings for 
December 1961 were proof to TvQ of 
the new formula : it erred on an 
average of only 2.2 for shows in 
"static" situations, only 1.5 in "dy- 
namic" situations (see chart, page 

Although Formula B met its first 
test against actual ratings last week, 
it and similar breeds have been in 
use for many months in network and 
agency shops. 

Julius Barnathan. president of 
ABC's television o&o's (until last 
week a double v. p. at ABC TV as 
head of affiliated stations and net tv 
research) has used the TvQ formula 
to evaluate ABC shows, as does NBC 
TV. "We rely on the data to tell 
us the inherent strength of a pro- 
gram — its vitality." he said. "We 
don't use it as a be-all or end-all." 
he continued. "We try to put things 
together first without a formula; 
TvQ is an index of whether we are 
on- or off-target." (CBS became a 
subscriber early this month.) 

Barnathan's point is very much en- 
dorsed by TvQ itself. Aware of the 
temptations Formula B's prediction 
power can fall prey to. TvQ relegates 
predictions to third in importance. 
Values TvQ now considers more im- 
portant for subscribers: 1) as a tool 
n measuring a program's effective- 
ness for specific commercials and 2) 
is a guide in program selection. 

Although admen confess that in 
;ome cases program judgment is hit- 
>r-miss, based pretty much on past 
performance and good program 
"sense." TvQ's formula has some- 
vhat startled them. 

iiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiii!ii!!i:im minim 

How TvQ's Formula 'B' sees program ratings 

Formula B': i,A + f,B + f,C+ f 4 D + f ,E + f, ; F + i T Gf 
= projected rating 


1. 8-8:30 pm 







2, 8,30-9 pm 










3, 9-9:30 pm 






•r, progiams in the .same iim6 
mii an average >i the two 

* TvQ valuta ait- given id each competitive program in the time period. Hi 
period appeal a* une factor in the various versions of Pormula B, based on 
t Factor G is derived from Nielsen sets- in use data. 

To predict how well a program (A) will do in future ratings under a variety 
of circumstances, TvQ's formula uses TvQ data on factors A through F. 

By assigning to A through F weights (f,, f 2) etc., refer to various weights) 
relative to their influence on program A's audience — and combining these 
figures with Nielsen sets-in-use figures (G) — formula "B" predicts the audi- 
ence size (Nielsen AA). Chart on page 28 illustrates how well the formula's 
predictions stand up against actual ratings. 

The formula not only can predict what will happen if the show remains 
in the same time period with identical competition (static situation); it also 
can forecast a rating if the program and or its competition switches time 
periods (dynamic situation). In a third situation (inter-season), formula "B" 
is able to estimate a show's rating in a new season. However, the formula 
above does not refer to any specific situation but summarizes the factors 
used in the various types of predictions. 

iiiiiiiiiiiiiiiiiiiiiiM iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

For one thing. Formula B's find- 
ings have come surprisingly close to 
subjective judgment I in combination 
with other statistics I in most cases. 
As an agency man told SPONSOR last 
week: "When you try to evaluate a 
show in terms of subjective judgment 
and a little data, it sure is gratifying 
to find that there is a formula that 
agrees with you." said Mitchell Lit- 
man, Ted Bates' tv/radio manager, 
network relations. 

However, he pointed out. the for- 
mula is important when it doesn't 
agree with you. too. A wider-than- 
usual gap is a good track signal to 
slow down and look again before 
making a final decision. 

Formula B's most valuable quality, 
according to J. Walter Thompson's 
director of developmental research 
Jack Landis. is its "ability to analyze 

dynamically a program's changing 

TvQ's Herb Altman. client contact 
supervisor, sums up these dynamic 
program situations: 

"Formula B is designed to predict 
Nielsen average audience ratings di- 
rectly, and shares of audience indi- 
rectly, for every programing situa- 
tion. It works for every possible pro- 
graming problem, whether it be pre- 

• from one point in time in a tv 
season to another point in the same 
season ; 

• from one point in time in a tv 
season to another point in the follow- 
ing season: 

• the result of time period 
switches before they happen; 

• the result of period changes I new 
competition) before the fact. 


22 JANUARY 1962 


l'.>~-ilil\ more meaningful. Airman 
suggests, is the fact that TvQ data 
are tools to understanding the foun- 
dation on which ratings are built. 
''The data can determine whether 
a show i> legitimately earning its rat- 
ing because of its own strength, or 
whether parts of its ratings are in- 
creased or decreased by the lead-in 
program and lead-out program," he 
said. "Once you determine what fac- 
tors contribute to the show's \ielsen 
rating, you are in a position to judge 
whether the show is vulnerable to a 
change in competition. All these fac- 
tor* are accounted for in Formula B." 

He points out that vulnerability to 
competition must be considered on 
the other sides of the triangle as well. 
Study of competitive strength, as well 
as competitive lead-in and lead-out 
appeal. <:ives even more perspective. 
"All insights are valuable to the peo- 
ple who must decide whether a show 
should >ta\. change, or go." 

One case of a program switch to 
another time period, reportedly made 
on the basis of TvQ data, was indi- 
cated by ABC's Barnathan. "When 
Bonanza i XBC TV) was introduced 
on Saturday nights in the same time 
slot as CBS TVs Perry Mason, the 
Nielsen ratings indicated that Mason 
was in the lead. Although the Bonan- 
za's Nielsen was lower, its TvQ sup- 
ported the belief that the program 
had high potential. NBC later sw itched 
it to a time period where it could 
gain a larger share of audience." 

Most of the 15 agency subscribers 
to TvQ are hesitant to pin down pro- 
gram changes strictly on the basis of 
TvQ data. There are a number of 
reasons : 

•TvQ people advise that the for- 
mula should serve as another check 
point against which to compare tele- 
vision judgments. 

• Some agencies have used the 
service for a year or less, and there- 
fore are not yet equipped to applv 
the data with the degree of sophisti- 
cation that evolves from more experi- 

• \ few agencies, using the TvQ 
formula as a base, are developing 
their own formulas to broaden their 
scope of program evaluation, or tai- 
lor them to specific needs. 

One top broadcast agency is now 
working on a variation of Formula 

B. hopes to have it refined in >i\ 
months. Here is how one of the agen- 
i j > research executives described 
the formula to sponsor last week. 

"Suppose Formula B indicates thai 
a program's rating will be 1 ( ). By 
analyzing the factors that contribute 
to this figure, we may be able to 
prove that the programs legitimate 
rating is actually only 15. We may 
also be able to logically prove what 
other factors contributed the other 
four points. But by breaking down 
the end figure into two parts — the IS 
and the four, for example — we know 
more about the rating itself. This 
will ultimately be reflected in our 
program decision*. 

The same agency is reportedly 
working on a formula that will "simu- 
late a familv decision" on what tv 
show to watch. But the ad shop is 
reluctant to explain how it will do 
this until the method i* tested and 

However. TvQ feels that its For- 
mula B is performing now what was 
theorv just a year ago. Refinements 
are constantly made, but the basic 
formula is practicable, it reports. 
Here is how the formula works: 

Formula B is constructed from cer- 
tain factors (see box. page 29 1 that 
relate to the rating of the program 
being measured. Among them are: 
the program itself, the leid-in show. 
lead-out program, the competition on 
each network in the same time peri- 
od, the lead-in and lead-out competi- 

Each factor is given a statistical 
"weight", depending how important 
a relationship it has to the audience 
size of the program being measured. 
The weighted factors are referred to 
as "TvQ" data. 

The weights are actually derived 
from simultaneous sets-in-use and 
TvQ data for every evening show. By 
statistical procedure of regression the 
several TvQ factors are assigned vari- 
ous weights. 

These factors are then combined 
in various programing situations to 
produce the ultimate rating predic- 
tion in each situation or combina- 
tion of situations. 

The formula was first tested last 
year on "historical"' data from the 
1960-61 television season. Research- 
{Please turn to page SO) 


W Blair pinpoints ways that 
national, regional advertisers 
can take advantage of radio's 
unlimited creative power 

Arthur H. McCoy, exec. v. p., John Blair & 
Co., who determined categories from surveys 

I here are five major commer- 
cial techniques in radio today. \nd 
each points up the alert advertising 
agency's increasing attention to the 
creative use of radio s selling power. 

Thus Arthur H. McCoy, executive 
vice president of John Blair & Co., 
this month unveiled Blair's "categora 
cal" approach to radio commercials, 
in an initial address on the subject 
to the Providence Advertising Club. 
The five categories, evolving from 
Blair's national surveys and studies 
of current commercial methods, are: 

1. Sound pictures 

2. Humor 

3. Air trademarks 
I. Music 

5. Local live announcements 
These techniques, said McCoy last 
week, filling in the details of his 
speech, embrace virtually all of ra- 
dio's national and regional advertis- 
ers. But their effectiveness, he added, 
depends in large measure on the indi 
vidua! agency's imaginativeness and. 
more significantly, its realization that 
radio commercials are not subject to 
the limitations of other media. 



22 JANUARY 1962 


Elaborating on these five tech- 
niques, either by tape or oral pres- 
entation, is Number One Boy at Blair 
these days. A spate of successful on- 
air commercials rounds it out in 
proof-of-the-pudding style. McCoy's 
appraisal breaks down as follows: 

Sound pictures. Atmosphere and 
mood are the chief ingredients in this 
paint-the-picture approach to a com- 
mercial message. Its over-all purpose 
is twofold: to set a scene that's 
"'right" for product image, and to set 
a scene that permits the listener, un- 
consciously, to put himself in the pic- 
ture. If one word were needed to de- 
scribe this technique, that word 
would have to be "exotic." Through 
sound alone — or, more precisely, the 
gamut of sound — every genre from 
the most folksy to the most sophisti- 
cated can be effected. A typical ex- 
ample of this sustained-mood ap- 
proach is Tetley Tea, through Ogilvv. 
Benson & Mather: 


(Telephone ring. Echo chamber ef- 
fect of operator's voice) 

Operator: Hello, this is the overseas 
operator. I have a call for Mr. Al- 
bert Dimes, the Tetley Tea Taster. 
Is he there? 

Mr. Dimes: (English accent) This is 
Dimes, hello . . . Edwards? . . . 
did you get the tea? 

Edwards: (echo chamber effect) Yes, 
Mr. Dimes, but those tiny tea 
leaves are hard to find. I've 
tramped through hundreds of plan- 
tations, from Dembula to Boga- 
twani, and . . . 

Jr. Dimes: I know, Edwards, but 
those tiny tea leaves are the secret 
behind Tetley's richer flavor, 
dwards: Yes, sir, but . . . 

'Ir. Dimes: They can only be used 
in tea bags, 
dwards: But . . . 

tr. Dimes: That's why we say Tet- 
ley Tea is specially made for tea 

Iwards: Yes, sir. 
r. Dimes: Edwards, pay the ban- 
! dits what they want, but get the tea. 
>ound of telephone clicking off and 

being replaced on cradle) 
(Jingle tag) 

Other national and/or regional ad- 
vertisers who build their radio cam- 
paigns on multiplicity of sound are 
Pepperidge Farm, Rub-A-Dub bub- 
ble bath, American Airlines, Oasis 
cigarettes and Ac'cent. 

Humor. Make-'em-laugh-while-you- 
sell-'em describes this second major 
category. Primarily an indirect ap- 
proach — entering, so to speak, 
through the back door — the humor 
technique, in recent years, has ac- 
complished particularly large recall. 
(Please turn to page 50) 

The five techniques and some of their users 


Tetley tea 

Pepperidge Farm 

It ub- \ -Dull bubble bath 

American Airlines 

Oasis cigarettes 



Northwest Airlines 


Cream of Wheat 

Beneficial Finance 

Vicks cough drops 

Good Humor ice cream 



Lone Star beer 

Iced Tea Council 

Camel cigarettes 

L&M cigarettes 




Kaiser foil 

Chun King 

Salada tea 

Butternut coffee 

Zee paper tissues 

Esskay meat products 

Meadow Gold ice cream 

Manischewitz wine 

Piel's beer 


Campbell soups 



Metropolitan life insurance 

International Nickel 

Bayer aspirin 

American Airlines 

Eastern Airlines 


Standard Oil Co. 

Foreman & Clark clothes 


22 JANUARY 1962 


58% in the 'top 20' 

FIGURES ABOVE refer to percent of their national audiences 'Maverick' (I) and 'Naked City' receive in the 'top 20' markets. These figures 
are from a TvAR study indicating major markets get less than their share of network tv audiences. For other examples see next page 


^ New TvAR study says the 'top 20' markets, with 
55% of tv homes, don't attract that share of audience 

^ Rep firm analyzes 65 nighttime network tv shows, 
finds that only three get more than the 55% figure 


hile most clients are well aware 
that local ratings of tv network 
shows can differ considerably from 
market to market, many tend to shrug 
off the audience peaks and valleys. 

This insouciance is based on the 
conviction that the ups and downs 
"wash out," meaning that what you 
lose in one market you gain in an- 

But. according to Television Adver- 
tising Representatives, this laundry- 
oriented approach will not hold water. 
That fact of the matter is. says TvAR 
in a study just released, there's a 
basic "tilt" in the network pinball 
sweepstakes — the larger markets do 
not attract their pro rata share of 

To wit: The "top 20" markets con- 
tain 55% of all U. S. tv homes. 
Therefore, the average show should 
corral about 55% of its audience 
from the "top 20." Some shows might 
get less; some might get more. But 
the top 20 share should average 55%. 

It doesn't work out this way, 
TvAR's analysis shows. Practicallv 
every program fails to deliver 55% 
of its audience in the top 20. Said 
Robert M. Hoffman, TvAR's v.p. for 
marketing and research, who pre- 
pared the analysis: "Fullv 02 of 65 
nighttime programs we checked re- 
ceived less than 55% of their national 
audience from the 'top 20' tv markets. 
Almost half — 31 — of the 65 programs 
get only 35 to 45% of their audience 

from these areas." 

In commenting on the study, 
Robert M. McGredy, executive viol 
president for TvAR. said: "Com- 
panies relying primarily on network 
television have no basis for making 
their advertising pressure mesh with 
their sales requirements. While net- 
work advertising focuses on the na- 
tional picture, the sales manager must 
concentrate on individual markets. It 
would be virtuallv impossible to find 
an) important brand today which 
does not show sizeable variations in 
brand position and share of market 
from place to place." 

The data was prepared from ARB's 
spring 1961 "Local Market Compre 
hensive Report." What Hoffman die! 
was take all the nighttime network 
shows which returned to the air this 
season, tabulate their audience in th< 
top 20 markets, and compare ihi- 
with the total I . S. audience. 

Here's a breakdown of how the ft 
fared in attracting audiences in th< 
top 20 markets: 11 shows reacba 
40% or less of their audience in th< 



22 January 1%: 

top market group; 20 programs 
reached 41 to 45%; 24 reached 46 
to 50%; seven reached 51 to 55%, 
and three reached over 55%. 

What explains this consistent devi- 
ation? According to the TvAR study 
— dupped "Tilt— the After-Math of 
Network Television" — there are seven 
primary possibilities: 

(1) Number of stations in the 
market — the more stations in the 
market, the more the audience is split. 

(2) Station coverage — audience 
size is affected by station power, 
transmitter location, tower height and 
channel number. 

(3) Station clearance — a program 
may not be cleared or may be shown 
on a delayed broadcast basis, partic- 
ularly in markets with one or two 
tv stations. 

(4) Viewing levels — these vary by 
sections of the country, urban and 
non-urban areas, and time zones. 

(5) Program appeal — some mar- 
kets obviously like some shows more 
than other markets. 

(6) Competitive programs — this is 
related to station clearances (see 
above) where a delayed broadcast 
may put a program opposite other 

(7) Station popularity — the gener- 
al popularity of a station for lack of 
it) can affect a program's rating. 

Hoffman did not probe the various 
| reasons given above to explain the 
, "tilt" he found — other than noting 
that individual markets react differ- 
ently to similar types of shows. It 
>eems clear that some of the seven 
factors above "wash out." that is, 
| they are just as true in the top 20 as 
in the other markets. So, by them- 
selves, they would not explain the 

However, Hoffman felt that reason 
No. One was probably the most sig- 
nificant. With more competition in 
,.he top 20 markets ( where most of 
he independent stations are located ) , 
,iudience levels for the average show 
,ire cut down so that the smaller 
parkets are able to contribute more 
han their pro rata share. 

TvAR's Hoffman is working on 
urther confirmation of this audience 
pattern through an analysis of ARB's 
all 1961 comprehensive report which 
ame out a few weeks ago. In this 
(Please turn to page 52) 

How net tv shows fare in the 'top 20' markets 

Percent of U. S. audience reached in i top 20' 


I've Got A Secrrt 

Tall Man 
Route 66 
Tale* of Well* Fargo 

National Velvet 
W agon Train 

Bachelor Father 

Andy Grilhth 
Dermis the Menace 


Red Skellon 


Prtc and Gloria 

Danny Thomas 

Dobir Gilli* 

Hale Gun. Will Travel 

Real McCoys 
Price is Right 
Pem Ma™ 

To Tell The Truth 

Ed Sullivan 

t S Steel Hour 

Armstrong Circle The; 


Fight Of the Week 
Jack Benin 
Garrv Moore 
Father Know. Bc-I 

Uwrence Welk 

Donna Reed 
Make that Spare 
G.F Theater 
What"' My Line 


Bell Telephone Horn 

Mired Hilchcot* 

Pern Conw 
Shirk) Temple 

Adv. OCOttie S Ha 

My Three Sons 
Walt Di-oe, 

■ 37 

• 37 






■ 43 

Sing- Along 
Candid 1 Camera 
Twilight Zone 
77 Sunset Strip 

Leave it to Beaier 
ftirfsldr '■ 
CBS Reports 
Adventures in Paradis 

Hawaiian Eye 
Naked City 
Roaring 20's 
Bugs Bunny 

I 49 
I »9 
I 49 
1 49 

i *y 

I 49 


w ■ 

ARB's spring 1961 comprehensive local report is source of above chart. Listed are all the 
nighttime shows on at that time which returned to the network schedules during current season 


22 JANUARY 1962 



^ Dominion Electric beats giants to the punch with 
luggage-case model hair dryer, builds sales with net tv 

^ Elaborate merchandising plan backs three-season 
drive on Paar; client to double tv investment this vear 

Uoniinion Electric Corp., (Mans- 
field. Ohio I . got the jump on its giant 
competitors by hurling its entire 1961 
media hudget into network tv and 
huilding an elahorate merchandising 
program in conjunction with that tv 
— all on behalf of just one product-- 
a portable hair dryer. 

Dominion lays claim to a first with 
the "1805" luggage-case model port- 
able hair dryer, and along with that, 
a first tv exposure for such a product. 
Dominions bigger brethren are out 
with similar models now, and some 
have backed theirs with some fancy 
tv programing, but Dominion is all 
smiles over the sales momentum it 

managed to build in advance, and 
will double the tv outlay in the com- 
ing \ear. 

It was in 1959, the year Bob (presi- 
dent ! and Sheldon I in charge of ad- 
vertising and marketing) Shaffer took 
over a controlling interest in Domin- 
ion, that the company developed the 
new portable dryer. A warm recep- 
tion from the trade in I960 convinced 
the Shaffer brothers that the product 
merited a big push. 

As for media selection, said Shel- 
don Shaffer, "Where else but tv could 
we get the right combination of ex- 
citement, demonstration and the pres- 
tige not onlv with the consumer in 

mind, but with an equall\ eager eve 
on distributors and dealers, whose 
reaction could spell life or death for 
the product. 

Dominion and its agency, Howard 
Swink Advertising. Marion, Ohio, de- 
termined that for this kind of job, net 
tv was the answer. A program was 
impossible since the entire 1961 pro- 
motional allowance was $180,000, 
with about $115,000 earmarked for 

The nod went to NBC TV's late 
evening Jack Paar program, and ad- 
vertiser and agency went to work on 
construction of a merchandising cam- 
paign around three groups of an- 
nouncements on the program during 
peak selling seasons — the spring 
Mother's Day. June bride and gradua- 
tion period; back-to-school days in 
September, and pre-Christmas gift 
bin ing time. 

A total of 13 announcements ran 
over the three seasonal drives last 
vear. Thev were delivered live by 

Dominion merchandises Paar, ups dealer interest 

DEALERS picked up where Paar left off in Dominion campaign for its portable hair dryer. They joined 
in promotion by means of Paar-oriented newspaper mats, window displays, banners, envelope stuffers, etc. 

SHAFFER brothers, Bob 
(above) and Sheldon, took 
over in '59; launched tv drive 
in '61, to be doubled in '62 


Paar's colleague, Hugh Downs, and 
according to Dominion, immediate 
sales increases were reported by : , 
stores all over the country. Domin- 
ion's new Gallatin, Tenn., plant was 
forced to add another assembly line 
to keep pace with demand. 

The merchandising support that 
helped drive this campaign home in- ; 
eluded a wealth of Paar-oriented ma- 
terials made available to dealers. Be- 
fore each of the three forays, Domin- 
ion hit dealers with a brochure, in 
color, which described the merchan- 
dising aids with which they could tie 
in with the Paar campaign. In addi- 
tion the mailings listed the dates on 
which spots would run, all of the 
stations that carry the Paar program j 
— and two of the three featured story- 
boards showing Paar and Downs at 1 
work on the Dominion pitch. 

The Dominion mailings to dealers 
listed, with accompanying illustra- J 
tions, such merchandising boosts as 1 
radio and tv copy, newspaper ad 
mats, window displays and banners, 1 
point-of-sale display (to be placed j 
right in the hair dryer case), display j 
cut-outs, envelope stuffers, mass dis- 
plays, and demonstrations. The bro- 1 
chure's copy urged dealers to contact 
their distributors to work out ar- [ 
rangements for the materials. 

Dominion reports that approxi- 
mately 2,200 retailers tied in with 
a ach of the three promotions. 

Because of results such as these, 

Dominion has elected to double its 

mdget in 1962, with net tv again the 

•o\e medium. This time an aggregate 

)f 28 announcements will be aired, 

4 on the Paar Show (or at any rate 

ihe Tonight show, should Paar leave 

he air) and 14 on NBC TV's Today. 

Vnd, in addition to the 1805 portable 

air dryer, Dominion will promote 

n electric mixer and oven broiler 

ia these announcements. The same 

ealer tie-in techniques will be util- 

'.ed again this year. 

While distribution is an uphill 

ruggle for a relatively small pro- 

ucer of appliances, Dominion helps 

i elicit distributor and dealer in- 

rest through provision for 5-10% 

igher markup than competitors. 

istributors and dealers find this a j 

elcome contrast to the discount sale 

the better-known brands. ^ 


The talk by Lee R. Rich, senior vice 
: : president for media and tv program- 
'■■ ing at Benton & Bowles, before the 

Advertising Club of Metropolitan 

Washington on 9 January occasioned 
I considerable comment and press cov- 
, erage. Because of the interest in the 

speech, sponsor is printing the text 

in its entirety below. 

^Bentlemen, imagine for a moment 

— if you will — that members of an 
I archaeological expedition digging in 
, this area 1,000 years from now dis- 
i cover a document from the year 1962 

— and that from that document they 
i try to determine what part television 

played in our culture. 

On one page they read that "in a 
i typical day an average of 90% of the 
j people in this country watched tele- 
| vision a total of six hours," and 
; they conclude that in some way these 
j people must have been entertained, 

educated or enriched by what they 

saw to give it that much attention. 
But on the opposite page they read 

that television is the "source of seri- 
| ous problems, that it's wrecking our 

individual and collective moral fiber 

j and creating a nation of stagnant 

I spectators instead of dynamic doers." 

They find side by side accounts of 

• its "excessive violence" — and its 
commendable contributions to our 
"national awareness" ; claims that it's 

. keeping the children from their 
homework — yet reaching millions 

; with academic information they 

: might not have had access to other- 

| wise; that it's boring — and exciting; 

J creative — and insipid; in short, that 

I it's a boon and a bane. 

It's quite possible that the only 
thing future historians will ever be 
able to conclude about television is — 
that it was highly controversial. 

Now we could let it go at that; 
after all, a future evaluation of tele- 

I vision is the future's problem. 

But — for better or worse — this 

* crisis-ridden age we live in won't al- 
.; low us to "let it go at that." In a 

world that continues to place an ever- 

higher premium on intellectual stand- 
ards, we simply cannot wait for fu- 
ture generations to decide whether 
television's defenders — or its detrac- 
tors — are right. We can't afford to 
be flippant about the greatest commu- 
nications medium ever placed at our 
disposal, especially when those who 
have threatened "to bury us" are 
working so hard to communicate 
their destructive doctrines. 

Accordingly, all of us are inter- 
ested in an accurate appraisal of the 
subject. One way of approaching 
that subject is to use the inductive 
method — putting together the many 
bits of evidence we have available, 
and reaching a general conclusion. 

Let's try that and see where we 
come out. 

In the first place, television — com- 
paratively speaking — is brand new. 
It's been with us, as a strong factor, 
for approximately one dozen years. 
I Please turn to page 52 ) 

SPEECH by Lee Rich before Washington ad- 
men defended tv, but said medium must satis- 
fy all groups which have vested interest in it 


22 JANUARY 1962 



Market baskets — and other consumer 
needs and desires — are filled at the 
rate of more than 2 billion dollars a 
year in the WOC-TV coverage area. 
To meet the demands of these Iowa- 
Illinois consumers, this has become a 
major regional distribution area for 
food, drugs, automotive and many 
other product classifications. There is 
also a growing recognition of this 
trade area as an excellent test market. 
WOC-TV is your best method of reach- 
ing this tremendously Important market. 

WOC is more than a member of the community 
it's a member of the family. With responsible local 
programming, WOC-TV has created a loyal 
audience that responds with enthusiasm. 

Such attention carries a tremendous impact on the 2 billion 

dollar market covered by the WOC-TV signal. The average 

household spends $4,246 on retail sales 

and part of that expenditure has come about 

because they heard and saw it on WOC-TV 

The image and impact created by WOC-TV is given impetus 

by an effective sales co-ordinating staff that establishes 

constant liaison between the advertiser and his retail outlet 

For full information about WOC-TV 
see your PGW Colonel today 




Exclusive National Representatives — Peters, Griffin, Woodward, Inc. 





M he listing beginning at the right is the second 
part of sponsor's semi-annual index. The first 
part appeared in the previous (15 January issue) 
and the listings for the first six months of 1961 
were published 7 August and 14 August. As in 
the past, all material is tabulated chronologically 
within the subject headings. Information about 
product-types (i.e., soaps, foods, tobaccos) is 
contained in the first portion of the index, under 
the heading ADVERTISERS. Details about spe- 
cific brands were also published in the 15 January 
TORIES. Further details about radio and tv ad- 
vertising are to be found in this portion of the in- 
dex, under the classification RESULTS. Where 
warranted, individual headings have been further 
broken down into Television and Radio. 

Issued every 6 months 



Ice-cream contest, Certified Grocers get 2Va million 

requests ~ 3 July p. 38 

Baseball draws 2000 children (WDAF) .. 31 July p. 37 

CCA lures new money 18 Sept. p. 30 

Goldrush: KELO .. 16 Oct. p. 37 

Grace McElveen, WAFB .. 6 Nov. p. 34 

Station promo in other media (Asks) 13 Nov. p. 48 

Old Masters as ID's (WEWS) 4 Dec. p. 49 

Promoting p.s. programs (Klein, KEWB) 25 Dec. p. 73 


Return of the sponsor's wife (Miksch) 3 July p. 34 


Television : 

40 second breaks: ABC/NBC policy 3 July p. 7 

ABC daytime buys 3 July p. 8 

Singly-sponsored programs decline: 4-yr. compari- 
son 3 July p. 23 

Triangle-CBS/ABC affiliations 3 July p. 23 


How o/o's handle 40's 10 July p. 27 

Net billings for May (BAR) . 24 July p. 9 

No. of chainbreaks, 3-net comp. 7 Aug. p. 21 

Billings for June '. 21 Aug. p. 7 

Fall day lineup/sales 4 Sept. p. 25 

Where is it headed? I Single & multi-sponsored; 

programs, etc.) 11 Sept. p. 25 

Net billings first 7 months 18 Sept. p. 7 

Billings: August 16 Oct. p. 8 

ABC gets Wagon Train 30 Oct. p. 7 

Product spending Jan. -Aug. 30 Oct. p. 10 

40-second break still puzzling __ 30 Oct. p. 33 

Billings: September 4 Dec. p. 7 

Cpm for 3 nets 4 Dec. p. 8 

NBC's 35th anniversary 4 Dec. p. 37 

Sarnoff: Government interference 11 Dec. p. 7 

ABC up 21% in '61: annual report 18 Dec. p. 10 

Daytime: NBC efficiency study 25 Dec. p. 21 

Radio : 

3-net program lineup/rates 31 July p. 39 

$1.7 million for ABC in 3 weeks 21 Aug. p. 9 

NBC's 3rd $1 million month .... 28 Aug. p. 9 

D'Antoni general manager Mutual 4 Sept. p. 9 

Strength in A&B counties (NBC) 30 Oct. p. 36 

NBC's 35th anniversary 4 Dec. p. 37 

Revenue etc.: Year-end report 25 Dec. p. 60 


Storer income first half 24 July p. 9 

KBS county coverage 24 July p. 9 

AB-PT record profit first-half 7 Aug. p. 7 

Metromedia buys KMBC 4 Sept. p. 7 

Triangle-Blair contract 11 Sept. p. 7 

Metromedia soars with Kluge _ 2 Oct. p. 28 

Westinghouse moves into syndication 27 Nov. p. 8 

Storer Programs appoints Liebenguth 27 Nov. p. 8 

KBS: good prospects for '62 .... 4 Dec. p. 10 




Herbert Mian-- becomes Grey president _ 3 

Thomas Tausig to Videotape 3 

Theodore Shaker, \BC Station Sales 3 

\\ ilford Thunhurst, F.WR & R 3 

Robert Mitchell, general sales manager, \\ CBS 10 

Louis Wolfson, director Wometco 10 

I ee I ondren, Pres. \ \ oi W est 10 

Naomi Andrews, CBS Radio ad director 10 

David Malioney, v. p. Colgate 24 

Jerrj Bess, KM) .. 24 

Herman Maxwell, sales manager, WIN-- 24 

Jack Donahue, sales manager KTLA 24 

MKn Klein (Pulse) 31 

Man Henry, general manager KWK 31 


Ruth Supiro (Blair) 

Charles King, Sales vp WNTA 

Daniel Burke, manager WTEN-TV 

Calvin Lucj retires 

Jack Havey, -ales manager WGAN-TV . 

William Coney, KHVII Honolulu _ 

Ken Goldblatt, -ales manager WQXI 1 I 

Robert Cronin. v. p. BTS _ 14 

Eleanor Machia. commercial manager KJIM 14 

Peter Affe, manager WNBC 14 

Henry Sjogren, Troy-Beaumont _ 21 

Lawrence Carino, WJBK 21 

I.yle Blalina. McManus, John & Adams 21 

Thomas Butcher, Colgate-L&N 21 

James Theiss, Blair Associates 28 

Norman Glenn, Y&R 28 

Bill Losee, AM Radio 28 

Larry Walker, WSOC . ___ 28 

Don McGlatherty, Nielsen _ 4 

Paul Farber. Mogan David 4 

Michael Early, WWL 
Philip Leopold, WABC 
John Callow, Storer 
Albert Krivin, KMBC 

Ed Winton. Gay Broadcasting . 

David Croninger. KMBC 
Kent Fredericks. WXYZ 

William Lauer, WNEW _ .J. 18 

Don Moeller, WGAN 18 

Gordon Scowcroft, Lever 18 

Leon Gorman, HJG-TV _.._ 25 

Robert Richer, Richer Reps 25 

George Murrav, Whitney 25 

Fred Webb, Walton 25 

James Luce, JWT .... _ 2 

Rosa Evans, WOKY 2 

Roy Whisnand, ex-WCOP 2 

Michael Santangelo, Westinghouse 2 

James Duffy, ABC ... 9 

Howard Koerner, Official 9 

Sterling Beeson, Pulse _ 9 

Larry Saunders. WTAR 9 

Jack Flynn, WPIX __ 16 

Jack O'Mara, TvB _ 16 

Pat Flahertv, KPRC 16 



_ _ 23 



_ 30 













George Jensen, RKO 

John Crohan, WCOP 

Robert Schroeder, KYW-TV 
Sheldon Van Dolen, WBFM 
Campbell Ritchie. CKLW 
Chester Birch. D-F-S 
Claire Horn. McGavren 
David Green. KMBC 
Tom Donley. Adam Young 
Jack Jones. Mattel 
Lawrence Roger. Taft Hurlbut, WVMC 
Charles Sanders, WLOS 
Charles Helfrich, RKO-General .. 
Stimson Bullitt. King 

Harry Travis, Fetzer-TV 

\ irgil Weil IT. Friendly Group 

Grant Tinker, NBC program executive 





p. 71 

p. 68 

p. 68 

p. 68 

p. 68 

p. 68 

p. 68 

p. 68 


p. 78 

p. 64 

p. 64 

p. 64 

p. 66 

p. 66 

p. 66 

p. 66 


p. 68 
p. 68 


p. 71 
p. 72 



p. 68 

Joseph HiggiijB, WIBC 
David O'Shea, \\ [NQ 
Richard Depew, C&W 
Grady Edney, Storer 
Clyde McClymonds, Storer 
Frank Beazley, WCA1 
Michael Drechsler, WKNB 
Charles Topmiller, WLBW 
Odin Ramsland, K1)\I. 
Jacob Evans, TvB 
Jack Powers, WABC 


Richard Lockman, Helena Rubenstein 11 


\\ illiam Lee, Katz 
George Henderson. WSOC 
Chris Christensen, KPIX 
Maurice McMurray, BAR 
Elmer Engstrom, RCA 
William Bachman, MJ&A 
Man in Shapiro. T\ AR 

John Moler, WMGM 

Lennox Murdoch. KS1. 

L. T. Steele, B&B 

Don Menchel, TV Stations, Inc. 25 Dec 

i'ii Nov. 
20 Nov. 
20 Nov. 

-i: Nov. 
j: Nov. 
27 Nov. 
27 Nov. 







11 Dec. 
18 Dec. 
18 Dec. 
18 Dec. 
18 Dec. 
25 Dec. 
25 Dec. 
25 Dec. 


Television : 

NBC acquires 3 Bowl games .... 

Singly-sponsored -hows decline. 4-yr. comparison 

Summer replacements decline 

Sports & ads. (CBS/NBC lineup) .. 

Top 10 net specials "60-'61 

Football & GE bulbs 

Rating-spread: highest/lowest l-\r. comparison .. 

Talent negotiations (Asks) 

Violence defended I Viewpoint : Boiling t 

Justice suit against CBS football lineup 
NFL appeal- 
Loss of billing- 
Film to live ratio, 3 nets _ 

Pay-TV films _ 

Soap operas-3 yr. comparison 

Syndicated scores on TVQ 

Audience for entertainment specials 

Children's: Sat. morning boom 

Net shows ranked by type 

Westerns: children/adult viewing 

Fall day lineup ... 

Sports: golf. Shell's 11 programs 

Specials: 3-net lineup 

Net plans for '62-63 

3 Julv 

3 Julv 

3 July 

10 July 

10 July 

17 July 

17 July 

17 July 

17 July 

24 July 

31 July 

21 Aug. 

24 July 

31 July 

7 Aug. 






11 Sept. 
11 Sept. 

p. 72 

p. 72 

p. 72 

p. 72 

p. 72 

p. 72 

p. 72 

p. 76 

p. 76 

p. 76 

P. 76 

p. 71' 

p. 72 

p. 72 

p. 72 

p. 76 

p. 76 

p. 76 

p. 76 

p. 72 

p. 72 

p. 72 

p. 72 

p. 8 
p. 23 
p. 39 
P- 21 
p. 31 
p. 11 
p. 24 
p. 42 
p. 67 
p. 7 
P- 7 
p. 58 
p. 21 
p. 36 
p. 20 
p. 36 
p. 21 
p. 30 
p. 36 
p. 19 
p. 25 
p. 32 
P- 7 
p. 25 

Specials: Nielsen survey of 96 programs, ratings. 

shares etc _ 

Children: % homes viewing (NBC) 

Children: 3-net lineup _ ... 

Public service & ratings (Asks) 

News sponsors _ 

Summer replacements v. winter 

Complete Fall lineup 

Trend in local shows (Asks) 

Sports, news, weather: record ad usage 
Preferences by viewer type (Dichterl & relation of 

programs to commercials 

Children: pool scheme collapses __ _ 

Net study, Pulse, product usage 

ABC gets Wagon Train 

Programs with -(-20 million homes C57-'61) 
Sport: Football, aud. comp. : pro v. college ratings 
Films: NBC success; disposition of feature packages 
ZIV-UA stops self-production 
"Soap operas," ratings over 3 yrs. 
Total cost per night, and no. homes 
Sports; Rheingold gets Mets 
Entertainment specials: Fall audiences ... 
Children's: how entertain & inform (Asks) 
\r« shows' audience, bj type 

News specials, audience 

Syndicated films i \sksi 

Screen Gems first annual meeting 

11 Sept. p. 36 

18 Sept. p. 21 

18 Sept. p. 27 

18 Sept. p. 40 

25 Sept. p. 7 

25 Sept. p. 21 

25 Sept. p. 29 

25 Sept. p. 44 

2 Oct. p. 10 

2 Oct. 

9 Oct. 
23 Oct. 
30 Oct. 
30 Oct. 
30 Oct. 

6 Nov. 
13 Nov. 
13 Nov. 
13 Nov. 
20 Nov. 
20 Nov. 
20 Nov. 
27 Nov. 
27 Nov. 
27 Nov. 

4 Dec. 

p. 36 
P. 7 
p. 34 
p. 7 
p. 21 
p. 22 







p. 1- 
P . 21 
p. 21 
p. 42 
p. 8 



22 JANUARY 1962 

Government interference (Sarnoff) 11 Dec. p. 7 

Stations: Katz "Trailblazer" plan 18 Dec. p. 7 

Syndication & ZIV (See "Trailblazer" above) 

Sports: Tareyton & baseball 18 Dec. p. 19 

New shows: success probability (Nielsen) — 18 Dec. p. 21 

Sports: World Series viewing by region (Nielsen)... 18 Dec. p. 22 

Paar: possible replacements — .. 18 Dec. p. 35 

Ratings & mortality, 4 yrs. — 25 Dec. p. 21 

Film/tape/syndication etc.: Year-end review 25 Dec. p. 32 

Public-service & timebuyers: (Klein, KEWB) 25 Dec. p. 73 

Radio : 

Sing-along trend on 50 stations .._ 24 July 

3-net fall lineup/rates _ - ----- 31 July 

How to upgrade (Pauley, ABC) . 28 Aug. 

Latest in local features (Asks) 11 Sept. 

Country music (Cas Walker) _.. 18 Sept. 

Music: Good v. modern (Parker, WDRC) .. 6 Nov. 

Participation: listeners on air (WWJ) 27 Nov. 

Trends for '62 (Asks) 4 Dec. 

Value of news (Petry) - 11 Dec. 

1961 developments: Year-end report 25 Dec. 


CBS Spot Sales becomes CTS-National (Bryant re- 
views spot history) — 

Andrew Powell (PGW) Viewpoint 

Storer forms program unit 

Andrew Young survey of creative radio 

How stations indoctrinate 

Ray Sims, H-R, defends tv 

Personal salesmanship (Jack Thompson, ATS) 
RKO goes self-rep 

Negro group scheme (Howard) 

What stations need in reps. (Asks) _ 

Tinsley goes self-rep 

Boiling survey of spot plans 

p. 29 
p. 38 


Christal-Politz qualitative study 

Spot girds for battle 

Forecast for spot — — 

Blair-Triangle contract 

AMTS formed (Dallas) .. 

Pearson : change in control 

PRO formed (Brownstein) 

Good rep. presentations (Asks) 

ABC National Sales success 

Eastman presentation on spot radio 
Women in research 

Formula buying (Meyerhoff, Gill-Perna) 

Radio news values (Petry) 

Spot sales: Katz "Trailblazer" plan 

Spot tv study: Petry 

3 July 



3 July 



10 July 



10 July 



24 July 



24 July 



31 July 



7 Aug. 



14 Aug. 



7 Aug. 



7 Aug. 



14 Aug. 



14 Aug. 



21 Aug. 



21 Aug. 



21 Aug. 



4 Sept. 



11 Sept. 



11 Sept. 



2 Oct. 



9 Oct. 



23 Oct. 



6 Nov. 



6 Nov. 



27 Nov. 



4 Dec. 



11 Dec. 



18 Dec. 



25 Dec. 





|TV homes per minute by daypart, Nielsen 1960-1961 3 July p. 24 

Testing commercials (TvB-Penn State) 3 July p. 30 

Summer replacements decline ('60-61) 3 July p. 39 

Vielsen profile of New York 10 July p. 32 

•larket rankings compared (C. Smith) 10 July p. 34 

Jight viewing (3-net comparison — Nielsen) 17 July p. 11 

tating spread, highest/lowest programs 17 July p. 24 

sight-time net shares; ages 24 July p. 21 

VQ syndicated scores 14 Aug. p. 36 

'ensus: tv homes & saturation 14 Aug. p. 58 

fight homes/minute, 3 yr. comparison 21 Aug. p. 22 

ihristal-Politz qualitative study 21 Aug. p. 11 

rbitron national overnight begins 21 Aug. p. 11 

Weekly viewing by family size, income & ages; net 

shows ranked by type (ARB) 28 Aug. p. 36 

larch viewing; hours usage etc., 3-yr. comparison 18 Sept. p. 21 

ets move to intermedia comparison 18 Sept. p. 33 

teavy/light viewing homes: 3-net comp. 2 Oct. p. 21 

er-family spot investment (TvAR) 16 Oct. p. 7 

iewing levels in first half (TvB) 16 Oct. p. 10 

Pulse study all net programs: family character- 
istics, product owners, prospects 

Qualitative work needed (Dorrell) 

ANA-Project X 

Homes per $100: ARB calculator ... 

Women in research 

Homes in 18 States (NCS '61) .. 

Nielsen "gets letters" (humor) 

Average number stations viewed weekly (Nielsen) 

Arbitron lacks support 

Canada: ARB & McDonald reciprocate 

Newspaper & tv usage comparison (TvB-ANPA) .. 

Politz v. ARF 

ANA: Project X queried 

Daytime: NBC efficiency study 

Radio : 

Out of home increase (winter '61) 

Uniform habits (5-city Christal-Politz) 

Supermarkets: Buffalo survey shopping & listening 


What next? New needs 

Weekly cumes, full day, 5-city (Politz-Christal) .... 

Music: preferred in 5 cities 

Cumes in A&B counties (NBC) 

Total daily reach (RAB) 

Intermedia comparisons (radio declares compare 


Top 50's share of spot 

Women in research 

Homes in 18 states (NCS '61) .. 

ANA Project X queried 

Measurement of sales (See Project X queried 

23 Oct. 

23 Oct. 

6 Nov. 

6 NOV. 

27 Nov. 

4 Dec. 

4 Dec. 
11 Dec. 
11 Dec. 
11 Dec. 
18 Dec. 
18 Dec. 
18 Dec. 
25 Dec. 

10 Julv 
2 Oct. 

2 Oct. 

9 Oct. 

9 Oct. 

9 Oct. 
30 Oct. 
20 Nov. 

( 13 Nov. 
I 20 Nov. 

20 Nov. 

27 Nov. 
4 Dec. 

18 Dec. 

p. 34 
p. 73 
p. 27 
p. 36 
p. 30 










p. 11 
p. 8 

p. 28 
p. 25 
p. 27 
p. 27 
p. 36 
p. 30 

p. 35 
p. 29 
p. 10 
p. 30 
p. 7 
p. 30 


Eugene Litt (CBS Spot) 31 Julv p. 44 

Wendell Parmelee (BTS) 31 July p. 44 


Television : 


Tires: McCourt 7 Aug. p. 44 

Tires: Tenn. Coop _ _. 30 Oct. p. 54 


Country Club malt, SC. 30 Oct. p. 54 


Rexall dealers 10 July p. 42 


Mortgage loans 30 Oct. p. 54 


Dairy: Garvins butter ~ 10 July p. 42 

Flour: Southern Biscuit 7 Aug. p. 44 

Supermarket : Giant Eagle 7 Aug. p. 44 

Supermarket: Food Town 9 Oct. p. 46 

Bread: Colonial Baking 27 Nov. p. 48 

Supermarket: Food Marts 27 Nov. p. 48 


Senkel Brothers 10 July p. 42 

Trailer homes: Richardson ._ 9 Oct. p. 46 


Musical instruments (Lowrey organ) 10 July p. 42 

Toys: Magic Wood 7 Aug. p. 44 

Hairnet: Luwane 7 Aug. p. 44 

Cookingware: Saladmaster 7 Aug. p._ 44 

Furniture: Big Red Warehouse Mattresses 4 Sept. p. 50 

Movies: Wheeling theatres _ 9 Oct. p. 46 

Sports equipment: Go-Karts 9 Oct. p. 46 

Toys: Kasch-Skipstick etc. 30 Oct. p. 54 

Toys: Duncan Yo-Yos ..... 27 Nov. p. 48 

Hi-fi equipment: Music Inc 27 Nov. p. 48 

Radio : 


Chevrolet dealer 24 July p. 42 

Studebaker _. 21 Aug. p. 60 

Chevrolet 18 Sept. p. 44 

(Please turn to page 62) 


22 JANUARY 1962 













enter your 




$8 for 1 year 

$12 for 2 years 


Media people I 

what they are doinA 

and sayina 


Dottie Nicholls of BBDO returned from her Bermuda vacation 
. . . Tom Roberts now media group supervisor on all-media for 
Remington Rand at Gardner, New York. He was prevoiusly asst. 
to lli«' media dir. at Hoyt . . . Robert Riemensehneider became 
assoe. media dir. at Campbell-Mithun, Minneapolis, leaving Gard- 
ner, St. Louis, where he was v.p. and dir. of the media dept. 

Tom Flanagan, media dir. of Riedl \ Freede, told buyers at the 
Grinding Restaurant of his trip last week to Washington, D. C. A friend 
took him on a tour of the various government buildings, and pointing to 
a painting on the wall of the Dept. of the Navy, noted. ""This is John Paul 
Jones receiving his commission. 

"Fifteen percent. I presume." said Flanagan. 

Peter Theg of Mutual Broadcasting had luneh with an agency 
v.p. at the Envoy Restaurant last week. The v.p. talked about the 
preeariousness of many areas of the business and commented: 
"My idea of being secure is the Cadillac executive who drives 
a Ford."* 

BILL MYERS (I), who is general manager of WHTN-TV, Huntington, W. Va., enter- 
tained (r) Jack Flynn, Ted Bates' buyer, at the Sun Luck East restaurant last week 

Paul Theriault of Y&R. at the Pen & Pencil with reps, pointed out that 
the power of Madison Ave. over broadcasting is exaggerated. "If Madi- 
son Ave. influenced programing as much as claimed," he said, "westerns 
wouldn't have bartenders in the saloons — they'd have maitre d's." 

I Please turn to page 42) 


22 JANUARY 1962 

ARB, November 1961 




WJAC-TV topped the Johnstown-Altoona market in 
share-of-audience with 58. Its peak hour share (6-10 
PM Monday through Sunday) was 59. For more informa- 
tion the top-ranking station in Johnstown-Altoona call 
Harrington, Righter & Parsons. 

SPONSOR • 22 JANUARY 1962 41 










111 W. 56th St., N.Y.C. 19 
212 CI 6-3476 



(Continued from page 40) 

Rep Memo: Alan Bell joined Advertising Time Sales, becom- 
ing dir. of promotion and research for tv and radio. He was 
formerly with PCW . . . Jaek Denninger resigned as v.p. of 
Blair-T\ to form his own company in the financial held . . . R. 
David Borah, who was research dir. for CBS Films, Inc., made 
asst. to the business mgr. of CBS Televiison Stations National 

Mori Reiner of Hicks & Griest, lunching with reps at Vincent and Neal's 
Hampton East, emphasized the importance of discretion and caution in 
the business. He illustrated his point with the story about the president 
of an agenc) who went to a psychiatrist. "Lie down and tell me every- 
thing \ou know," said the psychiatrist. 

"He did." said Reiner, "and now the psychiatrist is president of the 

AVE BUTENSKY (l-r), media supervisor at Dancer-Fitzgerald-Sample, sits with Dick 
Fairbanks and Bill Ritchie of KTVH, Wichita-Hutchinson, Kans., at Divan Parisienne 

Dick Barron of WSJS, Winston-Salem, N. C, entertaining a 
group of buyers at the Kubuki Japanese Restaurant last week, 
told about the rating service which called a home in his area 
and asked a man what he was listening to. He answered, "My 
wife," and hung up. 

When a new young rep met a veteran salesman on the corner of East 
49th St. and Madison the other afternoon, he said: "I made strictly 
good will calls today.'' 

"Yeah," replied the vet, "I didn't sell anything either." ^ 


22 JANUARY 1962 

ARB, November 1961 





KONO-TV, ABC, topped the San Antonio 
market in share-of-audience with 39% all day 
average. An even higher share, 43%, domi- 
nates the 6:00 PM to Midnight segment, Mon- 
day thru Sunday. Your KATZ representative 
has complete information about KONO-TV in 
San Antonio. Call him! 


22 JANUARY 1962 















5 February 
lor 10 

National and regional buyt 
in work now or recently completed 



Colgate-Palmolive is in selected markets for Ajax for 52 weeks, 
using fringe night minutes. Agencj : Norman. Craig & Kummel. 
Buyer: Mania MacNeil. A nine-week campaign for Vel liquid gets 
underwa) 5 February in 16 markets. Agency: Lennen & Newell. 
Buyer: Jim Alexander. 

Texaco is going into 15 markets for a four-week campaign with 
schedules of prime 20's and fringe minutes. Agency: Benton & 
Bowles. Buyer: Ira Kaltinick. 

General Foods lias selected seven markets to promote Minute Bice. 
Campaign starts 22 January for 10 weeks. Time segments: early 
and late night minutes. Agencj : Young & Bubicam. Buyer: Steve 

P. Lor il la rd is using fringe minutes and prime breaks in 16 mar- 
kets for York, starting 18 February and running through the end of 
December. Agency: Lennen & Newell. Buyers: Sally Reynolds and 

Bev-Rich Co. begins schedules for its powdered drink 22 January 
in 20 markets. Buns are for seven-13 weeks, with minutes and 20's 
to reach a women's audience. Agency: Liller, Neal. Battle & Lind- 
sey. Buyer: Dorothy Nelms. 

Minute Maid Corp. will promote juices in 18 markets for four-six 
weeks starting 12 February. Time segments: fringe minutes and 
prime breaks. Agencj : McCann-Erickson. 

Campbell Soup Co., Camden, begins this month in about 15 mar- 
kets for Swanson's Deepdish. Placements are for 13 weeks using 
daytime minutes and some night. Agency: Leo Burnett. Buyer: 
Carl Wilcox. 

General Motors, <m behalf of its Frigidaire division, is sponsoring 
30-minute syndicated shows in a few markets starting 1 March for 
13-26 weeks, depending on the market. Agency: D-F-S. Buyer: 
Bill Manley. 


Chrysler Corp. has three-week schedules set for this month in about 
40 markets, using drive-time minutes. Similar placements in other 
markets will follow. Agency: Young & Bubicam. Buyer: Wroblew- 

Seven-Up Co. is buying 13-26 week schedules in a number of 
markets. All types of combinations are being placed, including five- 
minute news slots, minutes, 30's and 10's. Agency: J. Walter 
Thompson. Buyer: Harry Furlong. 

Bristol-Myers is promoting Mum cream deodorant in eight markets 
starting 12 February for nine weeks. Agency: DCS&S. 
Hills Bros, coffee is in 17 markets for three weeks starting on vari- 
ous days in February, depending on the market. Agency: N.W. Ayer. 



22 JAM ARY 1962 

ARB, November 1961 




"WTVT topped the Tampa-St. Petersburg three-station 
market with a 42% share of audience 9:00 am to mid- 
night, Monday through Sunday. A 51 % share, 5:00 
pm to 7:30 pm, Monday through Sunday, indicates 
WTVT's overwhelming dominance in local program- 
ming. For more information on the top-ranking station 
in the Tampa-St. Petersburg market, call your Katr 

SPONSOR • 22 JANUARY 1962 45 


linued from page 27 i 

ence "which determines, hopefully, 
the ultimate efficienc) of the buy in 
terms of prospects delivered per ad- 
vertising dollai expended.' 

Specifically, MW&S has boughl 
spot schedules on third-ranked sta- 
tions in certain markets for accounts 
including National Shoes and Rayco. 
"The ranking, of course, is based on 
the ratings," Dunier pointed out. 
"Yet, we've found thai a top-rated 
station does nol necessarilj mean the 
besl possible bu) in a particular mar- 
ket For one thing, we have estab- 
lished media profiles of markets, and 
this serves as a guide in selecting 
Btations and time slots. We know, 
f..r instance, that one tliird-ranked 
station i- considerabl) mure efficient 
than the two higher stations, and we 
know this as a direct result of 0U1 
weekly media checks which pinpoint 
the origin of each recorded sale in 
the market. We call it the MW&S 
Cash Register Rating." 

Dunier said the undue emphasis on 
ratings alone was illustrated to his 
agency some time ago when it bought 
a show called The Great Gildersleeve 
fur Ronzoni Macaroni. "Strictly on 
the numbers, the show was not a suc- 
cess," Dunier related. "Yet we went 
with it for a year and we were ready 
to renew if the show hadn't been 
dropped — for low ratings, by the 
way," he explained. ''The fact is that 
the show's low audience ratings 
couldn't obscure the show's cash 
register ratings, and this was due to 
its appeal to a specific segment of 
the audience — housewives. We got 
more prospects, and netted more cus- 
tomers for our client's products 
through this so-called low-rating 
program than many another show 
might have delivered with more im- 
pressive numbers. ' 

Agreeing with Dunier are numer- 
0U8 agency executives including Rob- 
ert H. Boulware, associate media di- 
rector. Fletcher Richards. Calkins & 
Holden. "The army practice of get- 
ting things done 'by the numbers' 
possibly still has its usefulness, but 
buying programs is more than a mat- 
ter of cost-per-thousand." Boulware 
told sponsor. "It is. rather, a ques- 
tion of ( o-t-per-thousand of the best 

According to Boulware. the audi- 
ence composition of some top daily 

sports programs indicate a high de- 
gree of male viewership and, conse- 
quently, little adverti-ing waste for 
maker- of products bought for men. 
Boulware cited I . S. Royal Tires as 
using programs of this type with ex- 
cellent results. He also cited \-l 
Sauce which is beamed at house- 
wives. "In nearly all these cases it 
would be possible to buy 'large num- 
bers' if thai were the one objective. 
luit the effectiveness of selected pro- 
graming i- in the direction of com- 
mercial messages toward the most 
likeb prospects." Boulware main- 

Throughout the industry sponsor 
found proponents of the theory that 
there are many advertisers bent on 
selling their wares to special audi- 
ences of limited-appeal shoyvs rather 
than to mass audiences of shows with 
high ratings. Many instances were 
cited of remarkably successful cam- 
paigns on programs yvhich were not 
top-rated in their respective areas. 
Typical of the "non-numbers buying' 
attitude was that of staffers at Hicks 
vV deist, who bought for numerous 
other eminently satisfactory reasons 
which pleased their clients. For ex- 
ample, there is the buy strictly on 
"personality" as seen in the case of 
Claude Kirschner's Terrv Toon Cir- 
cus on WOR-TV. N. Y.. for such cli- 
ents as La Rosa. Cocoa Marsh and 
Stahl-Meyer franks. According to 
Vincent J. Daraio. vice president of 
the radio tv department of Hicks & 
Greist: "This children's emcee has a 
personality children like. Time and 
again loyal young audiences have re- 
sponded to premium and contest of- 
fers — to the point that we've become 
convinced that buying the Tern- 
Toon Circus automatically buy(s) 
Claude's following of influential 
youngsters." Venable Herndon. Hicks 
& Greist account executive on San- 
dran, found the special language ap- 
peal most effective. He bought Don 
Passante on WOR-TV's Pan Ameri- 
can Carnival with excellent results. 
Joe Franklin's Memory Lane on 
WABC TV. N. Y. has been boughl 
strictly on personality, according to 
James Tallon. La Rosa's advertising 
vice president. 

Another example of "non-numbers 
Inning" but one which was admira- 
ble for merchandising a show format 
was (he Romper Room shoyv. From 
the time Endicott Johnson arranged 
to make Romper Room footwear, a 

continuous campaign of advertising, 
sales promotion and trade excite- 
ment was built around the Romper 
Room show televised live locally in 
top markets. 

"Iliis particular t\ -how had a 
franchise with the moppet market 
and with mothers as a result of good 
programing." Edward Ricchiuto. the 
agency s account supervisor on Endi- 
i nit Johnson declared, "and we sim- 
ply designed a line of shoes to go 
along with it. Youngsters now im- 
mediately identify with the brand 
name — it would be tougher to start 
with a completely new name." 

Encouraging evidence of less con- 
cern with numbers also was seen by 
A. J. McCaffrey, director of public 
relations at WPIX. New York. A case 
in point was the renaissance of the 
Duncan Company's efforts on behalf 
of their Yo-Yo today. The ad agency, 
Bruns & Hodgson. New Haven, han- 
dling the account, was so impressed 
with the personalities of two perform- 
ers, "Cap'n" Jack McCarthy of Pop- 
eye and Chuck McCann of Laurel 
ami Hardy, that it used these pro- 
grams as a jump-off for a national tv 

"Within recent months, there's 
been an influx of advertisers moti- 
vated by factors other than the rat- 
ing system," McCaffrey said. "Funda- 
mentally, these advertisers aren't con- 
cerned yvith the rating picture. They 
are primarily interested in using the 
medium as a public relations outlet 
with resulting dual playback from 
yvithin their oyvn industry and ac- 
claim from the public. 

Also encouraged by the trend 
away from numbers is Peter M. Affe, 
station manager, WNBC-TV, N. Y. 
This is particularly true of sponsors 
in public service programing and 
Affe cites the Chemical Bank New 
York Trust Company as one such 
forward looking sponsor. 

Joseph Stamler. vice president and 
general manager of WABC-TV, N.Y., 
is also among the many broadcasters 
who can cite numerous examples of 
agencies and their clients yvho, in 
bin ing programs, threw numbers out 
of the window in favor of other cri- 
teria. A highspot was the Glickman 
Corp.. real estate syndicators. and its 
agency. Newmark. Posner & Mitchell, 
which purchased co-sponsorship of 
The Eichmann Trial. The Expedition: 
New York series is another station 
(Please turn to page 48) 



22 JANUARY 1962 

ARB, November 1961 






KRNT-TV topped the Des Moines market in share-of- 
audience with 46. Matter of fact, this 46 makes us the 
2nd ranking CBS Television station in the country. 
For more information call Katz. 

An operation of Cowles Magazines and Broadcasting, Inc. 

SPOKSOR • 22 JANUARY 1962 47 

WAVE-TV gives you 
28.8% more MOTORISTS 

— 28.8% more viewers , minimum! 

Since November-December, 1957, NSI Reports 
have never given WAVE -TV less than 28.8% more 
viewers than Station B, in any average week. 

And the superiority during that period has gone 
as high as 63.6% more viewers! 

During 1961, the minimum was 58.0% more 
viewers for WAVE -TV. More viewers = more 
impressions = more sales! Ask Katz for the com- 
plete story. 


The Katz Agency, National Representatives 



{Continued from page 46) 

program venture encouraged b\ ad- 
vertiser support and certainly not 
hell-bent on scoring a tumultuous rat- I 
in». Last year. W ABC-TV produced I 
a 30-minute program about Gotham 
every third week with the support of 
the Ralston-Purina Co. (Guild. Bas- 
com & Bonfigli, ad agencj i aimed at 
high school students. It didn't get 
zooming ratings hut it did get edu< a 
tor support — and that was the pro- 
gram's objective, companj execs de- 

A fine example of a non-numbers 
bu\ is the arra\ of annual speed ua\ 
events telecast by WFBM-TV, the 
Katz-represented station in Indian- 
apolis. Because of its falling each 
year outside of the regular rating re- 
port period. The Katz Agency sales- 
men have never had a rating yard- 
stick to flash at prospective advertis- 
ers. In spite of this, all the numer- 
ous availabilities in and around the 
many events are almost 100^3 sold 
every year. 

Ratings should not he the end-all 
and be-all of tv buying, in the opin- 
ion of Herbert Claassen. assistant 
sales manager. H-R Television. Inc. 
"High metro ratings are not the total 
answer to a wise television bu\ . 1 > ut 
rather, audience appeal, commercial 
appeal, and general mood of pro- 
graming have proved to be equal, if 
not more important, than \ard- 
stocks." Claassen asserted. 

A notable instance where numbers 
were not of too much concern was 
that of Standard Oil Company (New 
Jersev I which sponsored the Play of 
the Week over WNTA-TV. N. Y.. and 
WTOP-TV. Washington. Said M. J. 
Rathbone. president of Jersey Stand- 
ard: "This is another example of the 
fact that public service and sound 
business practice can go hand in 
hand." Jersey Standard also ignored 
the numbers when it presented An 
Age of Kings, the brilliant Shakes-j 
pearean drama sciies on VA MAX - 1 \ . 
N. Y.. and WTTG. Washington. 

The enlightened sword pla\ ratlin 
than gun plav evidently paid ofT in 
spades. Jersev Standard, according 
to reports, expects to return to thf 
airlancs with another series — a series 
taking advantage of the increasingll 
enthusiastic viewer reception to pro 
grams of high calibre. 

(Part Two next week — The non 
numbers buy in radio.) 1 


ARB, November 1961 



WTMJ-TV topped the Milwaukee market in share-of- 
audience with 40. Its peak hour share (6-10 PM Mon- 
day through Sunday) was 41. For more information on 
the top-ranking station in Milwaukee call Harrington, 
Righter & Parsons. 


Represented by: Harrington, Righter & Parsons — New York, Chicago, San Francisco, Atlanta, Boston, Detroit, Los Angeles. 

SPONSOR • 22 JANUARY 1962 49 


1 1~ -ili c in) 106 nighttime proj 

on tlic air in October I960, formu- 

li/i-il a prediction "f the rati' 

• ai h show in December I960, t\>" 

tnonthi latei , I See chart, 

i tin \ looked al tin- a< tual 
Nielsens for the -aim- programs in 
December, compared these w i 1 1 1 For- 
mula B's predictions. Result: the av- 
e i ating point ei i"i w as 1 >">. 
FoUowing the same procedure, TvQ 
then tried the formula with data in 

months October and I)e- 
i one year before (1959-60 

I In- time predictions were 
made i"i 116 shows. Vverage rating 
(mint ci I'm was 2.2. 

TvQ then Belected 39 programs 
thai changed competition in tlir '60- 
i'l season. The TvQ data used in 
the formula were based <>n data avail- 
able before the changes look place. 
I he object Has to predict ratings in 
a given month after the competition 
changed. In such a situation. TvQ 
found an average rating point error 
of 1.8. 

There's a whole new look to television market 
comparisons! And the reason why is KELO-LAND TV. 

NOW 46th 


NOW 52nd 


- in actual homes delivered! 

Thanks to KELO-LAND TV's magnetic hold on its market, the Sioux Falls, S.D. 
market is bigger in effective population — homes delivered to the advertiser 
— than San Diego. Calif., Denver, Colo., Rochester, N.Y., Oklahoma City, 
Okla., Omaha, Neb. and scores of other CBS market cities. 

(Source: Special ARB Study, March 1961, Homes 
CBS • ABC reached per quarter-hour, 6 p.m. to midnight. Sun. 

thru Sat.) 

No Campaign is a National Campaign without 


KELO-tv SIOUX FALLS; and boosters 
KDLO-tv Aberdeen, Huron, Watertown • KPLO-tv Pierre, Valentine, Chamberlain 

Joe Floyd, Pres. • Evans Nord, Executive Vice Pres. & Gen. Mgr. • Larry Bentson, Vice-Pres. 
Represented, nationally by H-R 7n Minneapolis by Wayne Evans 6- Associates 

Significantly, the predictions for 
both static and dynamic situations 
seem to achieve similar status in de- 
gree of a<curacv Csee chart, page 

Referring to the 1.8 figure, JWT1 
Jack Landis commented last week 
that it's a "reasonable record. - ' % 



(Continued from page 3 I 

Its great pitfall, of course, is the 
danger of misfiring. Good writing 
good production, and good perform 
ance are the indispensable triplets in 
humorous commercials. The leading 
lights in these field are still Stan 
Freberg and Bob and Raw 

Exemplary here is Salada tea, 
through Cunningham & Walsh: 
First Man: I Echo chamber sound ef- 
fect I Take tea and see. 
Second Man: You mean I can throw 

awa\ m\ glasses? Not that I usd 

them all the time but if I coulrl 

make it out without 'em . . . 
First man: Wait a minute! 
Second man: . . . I'd be that mud 

First Man: When we say 'Take te« 

and see' we don't mean take te« 

and actually uh . . . see . . . u 1 

. . . well, all I was trying to im, 

was Salada tea tasto good . . 
Second Man: Well, why didn't yi 

just say that in the first place? 
First Man: You can get Salada T; 

at your neighborhood grocer. 
Second Man: You mean I could i 

I bad a mind to. 
First man : How's that? 
Second man: I'm a coffee man myself 
First Man: You mean you don't lik 

Second Man : No. 
First Man: Have you e\er tried tea 
Second Man : No. 
First Man: Well . . . uh . . . isn't tha 

just a little prejudiced on yol 

Second Man: No. I just know 

wouldn't like it. that's all. 
First Man: You'd like Salada tea. 
Second Man: I would, eh? 
First Man: Oh \ es. It'd be a ret 

e\c opener. 
Second Man: I thought \ou said : 

wouldn't improve my vision. 
First Man: Oh. here . . . listen. 

(Jingle. Women's group) 

^ mi don't take it to see. 

It s just a very tasty tea. 
I Please turn to page r>2) 


ARB, November 1961 




*WFBC-TV, the Giant of Southern Skies, continues to dominate the Green- 
ville-Spartanburg- Ashevi lie Market 

. . . In Share-of-Audience with 46 (equal to the two other stations combined) 

. . . In Homes Delivered with 34,900 from 9 AM-Midnight, Monday through 
Sunday, (over 48% more than its nearest competitor) 

For more information call Avery-Knodel. 

iPONSOR • 22 JANUARY 1962 51 


i ( 'ontinued from i»i^.e 50 > 

ed S-A-l AD. 
I hit spells Salada. 

S-A I v l>. 
Man's voice alone \ ' 
\\ omen's group: \ ! 

i national regional adver- 
tisers have been reaping harvest from 
humor in recent months. Of excep- 
tional note: Mennen, Kaiser foil, 
Chun Kin- foods, Butternut coffee, 
/.•<■ paper tissues. l.--kav meal prod- 
ucts, Meadow Gold ice cream, Piel'a 
Manischewitz wine. 

Hi trademarks. I suall) quickies, 
air trademarks < -an I e a phrase or a 
sound effect Their value is in repeti- 
tion. When someone coughs over or- 
gan music, can \ irks cough drops be 
far behind? \ml the tinkle of bells. 
to an average listener, hails Good 
Humor ice cream as surelv as a Chi- 
nese gong hails a message from 
Northwest Virlines. 

Other national advertisers who 
channel their campaigns in the trade 
mark saturation direction are Puro- 
lator, Cream of \\ heal and Beneficial 

Music. The jingle, 1>\ this time, is 
almost synonymous with radio itself. 
But the pass-along quality of radio 
commercial music is enjoying a na- 
tionwide vogue. \ best-selling al- 
bum, in fact, is devoted exclusively 
to original radio commercial themes. 
(ailed "Madison \\enue Beat." the 
I.I' features Lester Lanin and his Wal- 
dorf orchestra, includes such broad- 
casting familiars as Budweiser, Lone 
Nat heer. Ice Tea Council. Camel 
cigarettes. I.WI cigarettes, Robert 
Hall clothes and Pepsi-Cola. 

Local live announcements. A sig- 
nificant trend in recent months has 
been the increased use of local sta- 
tion announcers by major national 
advertisers. This personal endorse- 
ment technique in the tone and lan- 
guage of the individual community — 
has attracted such advertisers as 
Campbell soup. Oillette. Bayer aspi- 
rin. Standard Oil. Metropolitan life 
insurance, International Nickel, 
GMAC, American Airlines. Eastern 
Airlines. TWA and Foreman & Clark 

\lthough the community-level ap- 
proach has been more difficult to sell 
agencies than the other four, the 
much-publicized success of Interna- 
tional Nickel and GMAC (pioneers, 


more or les- i ha- initiated re-ap- 
prai-al of more than one national ra- 
dio schedule. More agencies are even 
toying with the idea of "suggestive 
copy'' only, leaving the actual com- 
mercial to a local personality's im- 

Summing up the five techniques, or 
categories, McCoj Bays that while 

each has its own creative approach. 

there is a general pervading qualitv 
linking them together: involvement. 

"Whether !>\ sound picture, humor, 
air trademark, music- or local live an- 
nouncement." he says, "the success- 
ful radio commercial toda\ is alto- 
gether human. It involves a listener 
in the highly personal wa\ that a sta- 
tion itself involves him in." 

But the final sales effectiveness, he 
warns, demands that even the best 
commercials be used with sufficient 
frequency to saturate a market. " Vnd 
fortunately for the mass-market ad- 
vertiser." he affirms, "saturation fre- 
quence is still available in radio at 
rates remarkably low, when meas- 
sured 1>\ results." ^ 


(Continued from page 33) 

network programs aired during the 

fall 1%1 season. 

\\ Idle Hoffman did not investigate 
the basic reasons for the "tilt.' he 
did delve into the degree of individ- 
ual market variation for similar types 
of shows. Here he found "frequently 
unbelievable" ups and downs from 
market to market. 

For example: Both Wagon Train 
and Gunsmoke presumably appeal to 
the same people. Their national audi- 
ences are similar in size — the spread 
being onlv 3%. Yet in 13 of the top 
20 markets the audience variation ex- 
ceeded 20% uo or down. Wagon 
Train had a 53% lower audience than 
Gunsmoke in Pittsburgh. vet had a 
7<V i higher audience in Providence. 
\ ii a in. Surf side 6 reaches 157% 
more homes in New Haven-Hartford 
than Thriller but 35% fewer homes 
in New York. Donna Reed got a 
96% higher audience in Cincinnati 
than Dobie Gillis but 53% less in 

The three pairs above are examples 
of similar shows on different net- 
works, so the question might arise 
that, somehow, the affiliates mighl 
explain the differences. However, the 
same pattern showed up with similar 

program pairs aired on the same net- 

Naturally, no research piece from 
a broadcast seller comes without its 
pilch. However. TvAR is not living 
to argue that network advertising 
isn't desirable. \\ hat the rep is pro- 
posing is action to offset "network 

The studv proposes three possible 
courses of action: ill Certain adver- 
tisers should re-examine their net- 
work buys and determine in a hard- 
headed manner whether their di-lri- 
bution and sales reallv warrant a net- 
work effort: if not. then. Mr. Adver- 
ser, switch to spot tv. (2) Where an 
advertiser concentrates his entire ad- 
vertising effort in one or two net- 
work shows, he can reinforce his 
reach with spot to eliminate the "tilt." 
(3) Where an advertiser uses a num- 
ber of participating network -how-, 
he can drop the program doing poor- 
Iv in the "must" markets and divert I 
the monev saved to those spot tv 
markets where he needs the pressure 
most. ^ 


(Continued from jmge 35) 

In this short span of time it has be 
come the 10th largest industrv in the 
country. It is responsible for vast 
numbers of jobs, for the growth of 
entire new industries and businesses, 
contributing to an important portion 
of our total gross national product 
Furthermore, television has achieved 
this standing three times as quicklv 
as the giant automobile industry. It 
has grown at a far more rapid pace 
than radio, the telephone, washing 
machines, toasters and. ves. even 
faster than indoor plumbing. 

Since 1950. television penetration 
has grown from nine million home 
to almost 49 million: over 90% o 
the families in the U.S. have pur 
chased one or more tv sets. An 
television service has grown from ap 
proximately 60 stations in 1950 t 
over 450 today. There isn't a tow 
or hamlet in this country that canno 
receive a television signal today. 

With this kind of a growth a cer 
tain amount of growing pains ca 
certainlv he expected. 

But television's detractors insist 

nevertheless, that even in this as 

toundingly short period of time, th 

medium should be doing greate 

(Please turn to jxige 60) 


22 JANUARY 1965 


Most crowded television market in the country where the impact of WJAR-TV packs continuing market leadership. 

*Latest ARB — October 29 through November 25, 1961, 
rates WJAR-TV first in homes reached in every Mon- 
Fri. daytime day-part classification and Mon.-Sun. 
evening day-part classification, delivering an average 
of 28% more total homes than the second station 
from 9 a.m. to midnight, Mon.-Sun. 

25% more homes from 9 a.m. to Noon, Mon.-Fri. 
11% more homes from Noon to 6 p.m., Mon.-Fri. 
52% more homes from 6 p.m. to 10 p.m., Mon.-Sun. 
44% more homes from 10 p.m. to Midnight, Mon.-Sun. 

*Latest Neilsen Index — October 23 through Novem- 
ber 19, 1961 — WJAR-TV is first over the second 
station in every day-part station share from 9 a.m. 
to sign-off. 

118% more homes 9 a.m. to Noon, Mon.-Fri. 
42% more homes Noon to 3 p.m., Mon.-Fri. 
69% more homes 3 p.m. to 5 p.m., Mon.-Fri. 
16% more homes 5 p.m. to 7:30 p.m., Mon.-Fri. 
59% more homes 7:30 p.m. to 11 p.m., Sat. & Sun. 
50% more homes 11 p.m. to 2 a.m., Sat. & Sun. 

WJAR-TV Affiliated with WJAR Radio — NBC, ABC • Represented by Edward Petry & Co. Inc. 


'WJAR-TV percentage of homes over second station. 

22 JANUARY 1962 


KRON is TV in $F 


San. IFxattcxJcasitS cUte^ So&L oh /(£oA/-Tl/ 


Largest Avg. Audience 

CARB, NSI— Oct. '61) 

Highest Status 

(Institute for 
livational Research, 1960-61) 



What's happening in U. S. Government 
that affects sponsors, agencies, stations 


22 JANUARY 1962 

Copyright 1962 



The final countdown is over, and this week the networks begin their program- 
ing cases before the FCC. 

There has been almost a hush over Washington, pending completion of this last phase 
of the FCC's network probe. Congressional committees have held off on radio-tv activities, 
and the FCC has itself marked time on such important items as network option time. 

Whether or not the hearings are, themselves, conclusive in any direction, when they are 
concluded the logjam will break and Washington action will begin. The fact is that a 
final FCC report on programing will still be a long time away even after network witnesses 
have spoken their pieces and have returned to the business of running their enterprises. 

Meantime, the Congressional situation remains very much in doubt, with the pos- 
sibility and even probability of a rush of hearings on various matters of interest to broad- 
casters and sponsors, but with no firm dates or topics yet. 

Network regulation hearings are a certainty before both House and Senate 
Commerce Committees, probably very quickly after the FCC concludes. But it also seems 
certain that quick and careful consideration will be given to proposed relaxations of the re- 
quirements of the political equal time Sec. 315. 

Network prepared statements are considered little more than formalities: 
Close attention will be given to the questions shot at the web officials and to the an- 
swers they give. 

Official Washington believes that almost everything that can be said on networks, pro- 
grams, alleged sponsor control, alleged network programing monopoly, has been said. 

The position of the Commissioners is, however, far from clear. There is no guarantee, 
and even little likelihood, that they will take stands even at the hearings, but their questions 
will be watched for clues. 

Two commissioners will be watched with particular attention, former chairman 
Frederick Ford and John S. Cross, whose term expires at the end of June. 

Ford, who voted against network option time but who is rumored to be reconsidering his 
position on this important topic, will be the object of much attention on this score. 

Cross is openly hoping and working for reappointment. A man in that position usually 
tries not to disagree too openly or too widely with the beliefs of the administration in power. 
Observers will remember that in past hearings Cross questioned relentlessly about crime, vio- 
lence and sex on tv. Thus repetition of these questions will be discussed as old hat. But he 
will be watched for any break in his other past position as a "moderate," namely, 
his believing that government intervention in programing should be avoided. 

FCC chairman Newton Minow goes on frightening the industry: in a National 
Press Club speech, he warned that if Congress doesn't pass legislation to force 
manufacture of all-channel tv sets the chances of a switch of all tv to the uhf chan- 
nels will be much greater. 

Minow said we need uhf for educational tv plus an educational network, and also to per- 
mit enough stations for an equal break for ABC in all major markets. The 12 vhf channels are 

(Please turn to page 57) 


22 JANUARY 1962 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


22 JANUARY 1962 The syndicator must go out and produce his own product, if the product 

cwi«ht it« shortage problem is to be solved. That's the opinion of Saul J. Turell of Sterling 


publications inc. Sterling has done quite a bit to bring short-format shows to tv and has three new 

series coming up: 150 five-minute Kokomo Jr. episodes, a science series, and a group of weekly 

Incidentally, Sterling is working out a merger with Walter Reade, independent 
theatrical distributor. One result would be to give Sterling tv distribution to the backlog 
of features handled for theatres by Reade's Continental Distributing. 

CBS Films' unusual international package on CBS TV news and public affairs 
shows — broadcasters take just the network news shows and specials they want on a 
weekly basis — has made its fourth network sale. 

Signing is with New Zealand Broadcasting Corporation. Three previous foreign network 
deals were to BBC (Britain), ABC (Australia), and TBS (Japan). 

Additionally CBS Films sold seven entertainment series in New Zealand in one of the 
largest single program packages ever wrapped up there. 

Insurance companies will sponsor Storer Programs' Men of Destiny in two 
cities: the show has 130 five-minute vignettes. 

The two advertisers are: Hartford Insurance Group (McCann-Marschalk) daily on 
WHNB-TV, Hartford-New Haven, and Nationwide Insurance (Galbraith, Hoffman & Rogers) 
weekly on WJZ-TV, Baltimore. 

Documentary shows have been picking up many of the same kinds of advertis- 
ers that used to go into dramatic anthologies. 

BCG's Perspective on Greatness, for instance, is a documentary sold to Blue Cross in 
Seattle, Spokane, Tacoma, Yakima, Juneau, and Fairbanks — all in the states of Washington 
and Alaska. 

Total sale reported on the series : 36 markets. 

Seven Arts' new Volume III of Warner Bros, features has added four markets. 

They are: WBEN-TV, Buffalo; KSD-TV, St. Louis; KHOU-TV, Houston, and WOC-TV, 
Davenport. Meanwhile Volume II added KHJ-TV, Los Angeles, and WTOL-TV, Toledo. 

On the ratings front, Seven Arts' Rebel Without a Cause headed the Sunday night Nielsens 
in New York 6 January with a 21.3 average on WOR-TV, topping all three networks and local 
competition from 9-11 p.m. 

U. S. Tele-Service has taken over the kinescope operation of Luster Associates 
with Betty Luster becoming a USTS v.p. 

The combined force can provide, besides kines, statistical and media information on over 
200 markets. 

56 SPONSOR • 22 JANUARY 1962) 

FILM-SCOPE continued 

A documentary on Chicago filmed originally by Fred Niles for S&H Green 
Stamps, has been getting plenty of unexpected extra mileage. 

The state department has picked it up as an information film on Chicago and it will be 
seen on commercial networks in Great Britain. The film has already played in South 
America and Germany. 

And here's a parallel happening: Douglas Baker, v. p. of Van Praag, has taken five weeks' 
leave to direct motion pictures on Latin America for the State Department. 

Screen Gems apparently likes the Cellomatic technique (it used it in its 
stockholder's meetings) so much it has acquired the Cellomatic Corporation. 

The technique is used by tv stations, networks, and producers, and has extensive other 
audio-visual use. 

The acquisition is one of a series of diversification moves by Screen Gems over the 
past few years. The others were commercials producer Elliot, Unger & Elliot; research sub- 
sidiary Audience Studies, and station and production interests in Canada and Puerto Rico. 

MGM-TV now has 12 series in various stages of production, more than that stu- 
dio has ever had before. 

On the air and in production are Cain's Hundred, Dr. Kildare, Father of the Bride, and 
National Velvet. Three pilots being finished up and Johnny Dollar, The Search, and The 
Eleventh Hour. Two new shows beginning filming are 333 Montgomery and Hercule Poirot. 
Others starting filming are The Human Comedy and Andy Hardy. MGM also has a Brit- 
ish co-production with BBC, Zero One. 


(Continued from page 55.) 

not enough, he said. The all-channel legislation will permit uhf to compete with vhf, but with- 
out it the necessity would arise to give urgent consideration to an all-uhf system. 

That was his reasoning, and in view of past refusal of Congress to pass such legislation, 
the speech was indeed threatening. Some Congressmen doubt the constitutionality of 
such a directive to set manufacturers, though Minow said he believed the idea to be per- 
fectly legal. 

There is no doubt that in view of this strong statement, Senate and House Commerce 
Committees will really try to push the proposed measure. However, Congress as a whole must 
be considered, and constitutional reservations might persist. At one time, both House and 
Senate Commerce Committees were pushing for Congressional passage of a bill to eliminate 
excise taxes on all-channel sets. 

The House Ways and Means Committee, which has jurisdiction over tax matters and 
which was told this was a way to equalize cost of all-channel with the cheaper vhf-only sets, 
turned a completely deaf ear. Officially, no action was taken at all. Off the record, the mem- 
bers said they doubted they had the power to pass what might be considered tax legislation 
discriminatory as between competing products. 

This sort of thinking is the same, but much magnified, in the case of a bill aiming to 
tell manufacturers what they can produce and sell. 

SPONSOR • 22 JANUARY 1962 57 

A round-up of trade talk, 
trends and tips for admen 



22 JANUARY 1962 Hard to take, because of the sheer brevity of the account's current stand, is 

ctyriiM im9 lne report that Shell is mulling the idea of swinging that bulk end of the budget 

from Ogilvy, Benson & Mather to Kenyon & Eckhardt. 

K&E's present role for Shell is the administration of the institutional side. 
According to David Ogilvy's own admission (see 21 November 1960 SPONSOR- 
SCOPE), OBM took the then $ll-12-million chunk away from JWT on strictly a fee basis. 
The institutional end runs somewhat over $1 million. 

To dissuade him from accepting an offer from a station group ABC TV may 
be doing more than make Julius Barnathan president of the network's o&o tv's. 

The other plum would be authority over the division which handles spot sales for 
these o&o tv stations. 

AT&T (Ayer) is apparently not taking any chances of being left out in the 
cold next season in its quest for a mass-appeal alternate week half-hour program. 

It's already placed an order with CBS TV. 

Last year AT&T had its eye on Icabod (for the purpose of selling long distance calls), 
but its order came in too late. 

Y&R appears to be bent on building up the stature and, in a way, the autonomy 
of the agency's tv department head. 

The present incumbent, Bud Barry, is being showered with more and more upper-crust 
recognition. The latest: being named a member of the board of directors. 

Time was when the department was the satrapy of Tony Geoghegan, media master- 
mind, who's now an executive v.p. and chairman of the plans board. 

The media manager for a group of brands in a giant grocery account is re- 
ported to have had it. 

Regarded as one of the most competent men in his field, the executive's exit will have 
been due strictly to conflict with the corporate program director over the rights of brand 
autonomy in the selection and purchasing of tv network participations. 

This clash between the corporate, or umbrella, view and brand individualists, who 
want to operate with their own tv dollars in their own way, has been fermenting for some 
time within the organization. 

A highly placed executive, who joined the company not so long ago, put a quietus on 
this tug-of-war — for the time being, at least — by ruling in favor of the corporate view. 
This involves the retention by the corporate side of the huge chunk of volume and other 
discounts accruing from omnibus brand buying control. 

There have been several versions of how Chevrolet wound up with Bonanza, 
but those closely identified with the show outside of GM give the credit to Edward | 
N. Cole, who was recently promoted from v.p.-gen. mgr. of the Chevrolet divi- 
sion to the GM corporate staff. 

As the story goes, when the network tv plans for the 1961-62 season were submitted I 
to Cole he told the meeting: "I've got some of my own. Let's buy Bonanza for Sunday night. 
1 think it's the best show on the air." 

58 SPONSOR • 22 JANUARY 19621 







AUDIO . " 


does the 
unusual ! 

Note the technic shown here. 
The producer calls it "live 
action." Actually, it's a combi- 
nation of camera movement 
and a controlled light beam (or 
beams) of any size or shape. 
In this case, single circles. Plus 
optical printing. 

Result: a highly effective 
commercial, one with striking 
sales impact. 

In fact, film offers many 
technics to produce the kind of 
commercials you want, the way 
you want them— and when! 

What's more, film gives you 
the convenience, coverage and 
penetration of multiple markets 
that today's total selling requires. 

For more information, write 

Motion Picture Film Department 


Rochester 4, N.Y. 

East Coast Division 

342 Madison Avenue 

New York 17, N.Y. 

Midwest Division 

130 East Randolph Drive 
Chicago 1, III. 

West Coast Division 

6706 Santa Monica Blvd. 
Hollywood 38, Calif. 

or W. J. German, Inc. 

Agents for the sale and distribution 
of Eastman Professional Motion 
Picture Films, Fort Lee, N.J., Chicago, 
III., Hollywood, Calif. 



Ellington & Company, Inc. 

Gray-O'Reilly Studio 


ontinued from /></_ 

things tliun it is doing. So, let's dis- 
pense m itli discussions of quantity for 
a moment and talk about quality, 

I'k begin with, consider the de- 
mand- thai are made da\ after da\ 

alter da) on it- quality, whatevei 
that maj be. 

These 150 stations we mentioned 
broadcaal 1!! to 20 houra per day, 
Beven days a week, ~>2 weeks a \ear. 
Mar in and year out. This amounts. 
gentlemen, to approximately 10 bil- 
lion words being broadcast annually . 
[liac's more verbiage than all the 
plays, all the novels, all the maga- 
zines produced Bince the invention of 
the printing press in the 1 -~> 1 1 1 Cen- 

television is the hungriest monster 
that ever devoured script. A SUCCeSS 
ful |ila\ can enjo) an extended run 
on Broadwa) and then jiet still more 
mileage 1>\ means of road companies. 

\ new movie travels the circuit of 
theaters over a period of months and 
sometimes years. \ novel can be on 
the best sellei lists week after week. 
Mul what happens to a good televi- 
sion offering? It is seen once — or 

perhaps twice — and then is laid to 
rest in a \ ault. 

I'm sure you will a^rec. there is no 
other medium of communication that 
exists solelv on its ability to present 
new offerings so frequently with 
cv civ passing hour. 

I feel, gentlemen, that this is some- 
thing to hear in mind when we're in- 
dined to agree that television is a 
"vast intellectual wasteland." There's 
one inexorable force, remember, a 
relentless taskmaster which domi- 
nate- it completely — namely the 
clock. Because of that tyrant, it 
might he more fitting to call televi- 
sion "an intellectual haste-land." 

Not only must more ideas, more 
plots, more dialogue, more informa- 
tion be turned out than ever before 
in history, but they must he turned 
out in record time. There's practi- 
callv no time to let new concepts sea- 
son; to put promising formats aside 
and let them be improved upon; no 
time to nourish embryonic master- 
pieces to fruition; and no time to 
develop — over long years — the crea- 
tive talents who must provide the 
television scripts demanded every 
moment of the dav. 

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April 1-4, 1962 — Chicago, Illinois 


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Airport limousines stop at our door. 

With every tick of that clock a 
deadline comes due, perfected or not, 
that script must be produced. 

I can assure \ou that we would be 
happy to relax the pace. But 150 
million Americans have gotten a taste 
of television fare and they're de- 
manding more with every move of 
that second-hand. 

I'm pointing these things out be- 
cause no evaluation of television's 
quality can be accurate if they aren't 
taken into consideration. 

But let's move now to a more ana- 
lytical appraisal of its standards. 

We're all familiar with the trend 
lines that are used to show quantita- 
tive things — how many people are 
watching, how much is spent on ad- 
vertising and the like. Let's imagine 
that the same method is used to indi- 
cate quality. 

Now I learned a long time ago that 
two points are necessary to establish 
a straight line. Consequently, I don't 
think the direction that television is 
taking can be determined without 
using two points — known as the past 
and the present. 

Come back with me to the so-called 
"golden age of television" and look 
at a network program log for No- 
vember, 1950: This is Show Business, 
Celebrity Time, Arthur Murray Par- 
ty, Take a Chance, Talent Scouts, 
Lights Out, Can You Top This?, 
Roller Derby, Captain Video, Wrest- 
ling, Break the Bank, Blind Date. 

Sure, there were also the Philco- 
Goodyear Playhouse, Kraft TheatreA 
Studio One, and Your Show oj\ 
Shows. But when anyone is tempted' 
to refer to these programs as a part 
of "television's renaissance," it might 
be a good idea for him to check the I 
reviews of these programs on the| 
"day after." 

Contrast this with the development, 
of programing today: — CBS ReportsX 
NBC's Project 20, the White Paper\ 
series and Close-Up series; the week- 
ly drama and musical programs pre-: 
sented by the Du Pont Co. and the 
Aluminum Corp. of America; the 
"special programs" being presentee 
by Westinghouse, City Service Corp.,' 
Hallmark greeting cards, and other 
companies throughout the country; 
weekly news analysis in prime eve| 
ning time as well as the so-callec 
Sunday ghetto period, daily news- 
casts throughout the day. weekly dra- 
matic programs of enviable character 
{Please turn to page 62) 



22 JANUARY 196 




When the three are an astute national advertiser, 
WILX-TV and its new exclusive national representative 
YOUNG-TV — now teamed together to sell in the fast 
growing highly industrial Central Michigan market. 
. . . and again three is not a crowd when that market 
is the three lively Golden Triangle cities of Lansing, 
Jackson and Battle Creek-all saturated with WILX- 
TV's city grade signal. 

For more information about this exciting threesome, 
call the man from YOUNG-TV. 


u i_n 

Lansing, Michigan 

EDWARD E. WILSON, President 
WILLIAM J. HART, General Manager 
ROY BROWN, National Sales Manager 


3 East 54th Street, New York 22, N. Y., PLaza 1-4848 

Chicago ' Si. Louis • Los Angeles • San Francisco 
Detroit • Atlanta • Dalles • Boston 


22 JANUARY 1962 



inued from 

adaptation of old mastei 
pice es; nature programs, art, sci- 
ence, political debated and historical 
anaK-e-. These arc but a few of the 
long rostei or informative education- 
al programs available for all of the 
viewing public. 

There are also, of course, the popu- 
lar situation comedies, action-adven- 
ture, tii 1 1 -~ i ■ ami game shows, cartoons 
ami other Btaples of the entertain- 
ment industry. Certainly, these arc 
not literary masterpieces that will live 

forever, hut neither is e\er\ hook 
that is published "i everj movie or 
l>la\ that i- produced. They repre- 
senl basic entertainmenl values to be 
considered a- a pari of the total tele- 
vision choice. Some of it is had. 
None, in m\ opinion, is deliberately 
bai niful. 

Someone onee said, as well as 1 
can remember, that the rung of a 
ladder was never meant to stand 
npon; it was only meant to support 
one- foot until he could put the other 
a bit higher. The present level of 
television was never intended as the 
level at which we must remain. But 
we can use it we ran use the lessons 
we've learned and the experience 
we've gained to support us for that 
next move up the ladder. I admit 
that where we are is important. But 
-o i- where we arc going. And I hon- 
estl} believe that a comparison of 
television-pasl with television-present 
i ml irate- direction is right. 

Now lets see what can be done 
aboul takiiiii that "next step." At 
this time I'd like to point out some- 


(Continued from page 39) 

Ramhler dealer 

Repair service 


Canada Dry coffee (low calorie) 



Supermarket Vegas 

Household salesmen 

Salad dressing ' < lirard > 


Tliunderliird win. 

Neuwilers Beer 

\fi$l cllaneous 

Metal products 

Home building 

Department Store ' Montgomery Ward) 

Home improvements 

Music Stores 

Clothing: Robert Hall 

Bank : NC ^.ninj;s 

Laundry/dry cleaner 

thing that all of us concerned with 
television that is, the government, 

the public in general, and the tele- 
vision industry and those who use it 

— ma\ forget on occasion. And that 
is the fact that our aims, our objec- 
arc not the same. 

I!nt this difference of individual 
aim- i- basic, not only to our indus- 
try, hut to the entire system of gov- 
ernment under which we li\e. It was 
bo fundamental to the concepts of 
those who founded this country, that 
it influenced practically every phase 
of the constitution they created. 

This philosophy of checks and bal- 
ances, of the pursuit of different ob- 
jectives is nothing new — and it's put 
to good use every day in this coun- 
try. To illustrate: 

A typical business in any field is 
usually a matter of management, em- 
ployees, customers, and suppliers. 
Strictly speaking none of these have 
the same objectives. Management is 
seeking to maximize profits; the fel- 
low operating the machine on a 
piece-rate is interested in turning out 
more parts so his pay will be higher; 
the supplier wants his goods to be 
used in this process; and the cus- 
tomer wants a product that will serve 
his needs. Are these people wrong 
for wanting to achieve these things? 
Not at all. And the most effective 
operation will probably be the one 
in which this difference of objectives 
is capitalized upon. 

It is only when one group is al- 
lowed to realize its own objectives 
completely — to the exclusion of the 
others — that trouble results. 

The same thing applies to televi- 

sion. Companies with products to 
sell hope that television will enhance 
their means of doing so: the public 
wants to be informed and enter- 
tained: the government wants the 
rights of all concerned to be pre- 
served. And each of these has a 
right to pursue his own objectives: 
the advertiser to seek customers, if 
he intends to stay in business; the 
viewer to seek the best tv fare, re- 
gardless of whether he defines that 
to be a western or Shakespeare; and 
the government to protect its citizens. 

My point is that none of these 
should be penalized because he is 
seeking a different set of aims. The 
task before us is not to eradicate the 
differences, but the wide divergence. 
When they run completely contrary 
to each other there is a problem. 

What we're really seeking — all of 
us — is a balanced achievement of our 
goals. In one sentence, we hope to 
make the best possible television fare 
profitable and in the interests of the 
entire community. 

Now, just one last word about the 
sensitivities that some of us may have 
developed. There's an old saying to 
the effect that every man has two 
businesses — his own and show busi- 
ness. Actually, this applies to many 
fields. Practically everyone today 
has something to say about televi- 
sion, no matter what has own calling 
may be. But that's alright; the same 
thing has been true in politics. No 
matter what a man's job happens to 
be, he makes politics and government 
his own concern. 

And that's very much as it should 
be, in television as in government. ^ 

13 Nov. p. 58 

13 Nov. p. 58 

18 Sept. p. 41 

24 July p. 42 

21 Aug. p. 60 

21 Aug. p. 60 

11 Dec. p. 50 

24 July p. 42 

18 Sept. p. 44 

24 July p. 42 

21 Aug. p. 60 

18 Sept. p. II 

16 Oct. p. 11 

16 Oct. p. 11 

16 Oct. p. 44 

16 Oct. P . It 

13 Nov. p. 58 

Modelling school ._. — 13 Nov. 

Homes: Heather project __ 11 Dec. 

Boats: Tampa Mart 11 Dec. 

Clothing: Stanley's 11 Dec. 


Ed Kahn (Victor Bennett) . 24 July 

Jack McCougal (K&E) _ _ 24 July 


Better Broadcast Bureau 21 Aug. 

RAB annual meeting 11 Dec. 


(also see categories) 
Viewpoint: radio's community image (Robert Mor- 

tenson) 10 July 

Tv progress (Baisch, WREX) 7 Aug. 

Selling an image (Henderson WSOC) 18 Sept. 

Radio & tv are complementary (Tormey, Avery- 

Knodel) _ 25 Sept. 

News: Davis (WELD 2 Oct. 

N.u selling methods (Taylor, WAVY) .. 16 Oct. 

Tale of two cities (Keiner, KFMB) 13 Nov. 

Selling radio a- medium (Beaudin, Wl.St 18 Dec. 

p. 72 
p. 72 
p. 73 







22 jani \m L962 

p. 58 

p. 50 

p. 50 

p. 50 



YTROC-TV is Ho.1 







.AV ERA6ES4 , 7%OFTv = 

^PloAVIROC-TV carries the FJRSIi 


9 Top Shows: 

1 Sing Along with Mitch 

2 The Price Is Right ■ 

■x Dr Kildare , ' 

4 wait Disney's World • 

5 perry Como 

6 Dick Powell 

7 Bonanza .. ■• ' h Mo vies 

8 Saturday Night at tne 

9 Hazel 


Channel 5 
Channel 5 
Channel 5 
Channel 5 
Channel 5 
Channel 5 
Channel 5 
Channel 5 
Channel 5 
Station B 

NO. 10 Checkmate November , 19 61 ARB 

Basic NBC 
ABC Affiliate 

Repre sented by EDWARD RETRY & CO., Inc. 

Formerly WVET- 
Rochester, N. Y. 

22 JANUARY 1962 





Ratings claims 

(Continued from page 10, col. 2) 

the fourth quarter, NBC and CBS 
have been neck-and-neck (average 
weekly audience, 7:30-11 p.m.), with 
a 1% lead for the former's 19.0 av- 
erage over the latter's 18.9. But 

ABC's 15.5 average is 23% behind, 
maintains NBC. 

The NBC memo, dated 11 Janu- 
ary, also complains that promotion- 
al misuse of valid research materials 
"can only tend to lower the credibil- 
ity" of data which the industry ac- 
cepts if used properly. 

The first step in Keyes, Madden & 
Jones' plans for Belair, the Brown & 
Williamson menthol cigarette which 
it recently got from Ted Bates, is the 
inclusion of the brand in the Raleigh 
coupon program. 

The shift to KM&J of the $6.5 mil- 
lion account was brought about, ac- 
cording to B&W ad v.p. John W. 
Burgard, "because of the intimate 
tie-in of Belair and Raleigh promo- 
tion plans. 

The new Belair campaign will get 
heavy support on NBC daytime tv 
and ABC TV nighttime. 

MUNCHING STRAWBERRIES — Florida beauty queens joined in an all-day outing hosted by 
farm director Frank Johnson, WFLA-TV, Tampa, to stress the importance of farming to the area 


theme won WBT, Charlotte, the State Motor 
Club's Award. Gov. Terry Sanford (r) pre- 
sents it to managing director Paul Marion 

NEWS ALERT system in Bakersfield, Cal., 
informs listeners when to switch on their car 
radios for newscasts on KWAC. Studio 
switch flashes a 300-watt bulb on billboards 



MUSIC MEN of WINN, Louisville, manned 
the busiest corner to help in the Jay Cee's 
"Mile of Dimes" campaign. D.j.'s are (I to r) 
Joe Fletcher, Bill Buckner, Mark Ford, Jerry 
Thomas, and program dir. Gene Snyder 

RENEWAL— Don Overbeck, branch mgr. of 
Sinclair Refining, re-signs for 'Johnny Sauer's 
Hi Signs in Sports' on WING, Dayton. Look- 
ing on (I to r): Don Sailors, v.p., sales mgr.; 
Bob Melberth, acct. exec; Sauer, sports dir. 


22 JANUARY 1962 

To aid retailers in planning more 
efficient use of shelf space, Camp- 
bell Soup is making available a pro- 
gram called "Space Management in 
the Modern Supermarket." 

Available through Campbell sales- 
men, the program includes a per- 
sonalized space-allocation plan, a 
markup and shelf space guide cal- 
culator, and a booklet providing in- 
structions for using the calculator. 

The calculator covers any of 32 
product groups, applicable for the 
retailer based on his own sales per 
week and length of shelf space used. 
The markup calculator determines 
unit selling price, taking into ac- 
count cost per case, number of 

items, and a choice of markup per- 
centage on cost or selling price. 

A new film on bait advertising, en- 
titled "Too Good to be True," has 
been released by the Assn. of Better 
Business Bureaus. 

The third in the BBB consumer 
education series, the film is the first 
one being made available for sale 
to business. The motive: to give re- 
sponsible business a vehicle to help 
promote self-regulation and con- 
sumer enlightenment. 

Bud Collyer and a large profes- 
sional cast, dramatize a variety of 
"bait and switch" situations in the 
20-minute color film. Cost per print, 

according to BBB, is $200. 

An expanded 1962 advertising ex- 
penditure for Dr. Sertoli's foot com- 
fort remedies will include, for the 
first time, a network tv schedule. 

Beginning in April, Dr. Scholl's 
will be on ABC TV with five minutes 
a week in daytime shows aimed at 
women. Schedules will be intensi- 
fied during annual Foot Comfort 
Week, from 23-30 June. 

The agency is Donahue & Coe. 

Other campaigns: Lanolin Plus will 
use its network tv schedules and 
saturation spots to introduce "Shad- 
ow Plus," a five-color pressed powder 

COLONELS OF THE YEAR at Peters, Grif- 
fin, Woodward are Arnold Knippenberg for 
tv and his radio counterpart, George Adkis- 
son. Gathered for the presentation are (I to 
r) Bill Tynan, tv sales v. p.; Knippenberg; 
John Cory, v.p.; Adkisson, and Art Bagge, 
midwest radio v.p. The pair got scrolls 


DeHaven of WCCO, Minneapolis-St. Paul, 
interviews Butter-Nut Foods executives on the 
firm's 1 5th anniversary as a sponsor. Seen 
here (I to r) are Charles Harding II, mar- 
keting mgr., Robert Cords, advertising mgr., 
and Robert Murphy, district sales mgr. 

REP APPOINTMENT— William J. Hart, general man- 
ager of WILX-TV, Lansing, Mich., reads over the con- 
tract appointing Young TV national sales rep. Looking 
on (I to r) are: James F. O'Grady, Young exec v.p., 
Adam Young, pres. of the rep firm, and Roy Brown 
(standing), national sales mgr. of the Lansing station 


22 JANUARY 1962 


eye shadow compact, and "Powder 
Plus," a newly-designed compact of 
sheer make-up for dry skin . . . 
Revere Ware cooking utensils enters 
daytime tv on 31 January via a 17- 
week buy of minute participations on 
NBC TV's "Today" show. 

Reorganization: The tire division of 
United States Rubber has been re- 
named the U.S. Rubber Tire Com- 
pany with Perce C. Rowe, formerly 
group executive, appointed president 
of the new company. G. Raymond 
Cuthbertson was named vice presi- 
dent for production and develop- 
ment and Herbert D. Smith, vice 
president for marketing. 

Eskridge to director of advertising 
and promotion at the Ralston divi- 
sion of Ralston Purina Co. . . . Wil- 
liam F. Murphy, Jr., general sales 
manager of Schick Safety Razor, to 
vice president in charge of sales . . . 
George E. Hodge to division sales 
manager of United States Tobacco's 
northern Ohio division ... Dr. Des- 
mond M. C. Reilly to advertising 
manager of the Organics division of 
Olin Mathieson . . . Alan M. Pottasch 
to vice president in charge of mar- 
keting services for Pepsi-Cola Inter- 
national . . . Ernest S. Lang to mar- 
keting director at Ovaltine Food 


The new account on the Chicago 
agency scene, J. Nelson Prewitt's 
Matey bubble bath, seems to be 
making the rounds on Michigan 

Having switched the $3 million ac- 
count from Hanford & Greenfield, 
Rochester, to Arthur Meyerhoff 
around the first of January, Matey is 
now moving to John W. Shaw, effec- 
tive 1 February. Reportedly policy 
differences shortened the stay at 

Agency appointments: Cream of 
Wheat ($1.5 million) to Ted Bates 
from BBDO, Minneapolis, effective 1 
April . . . Kimberly-Clark de Mexico 
to Kenyon & Eckhardt de Mexico 

. . . WSBA, Harrisburg, and WARM, 
Scranton-Wilkes-Barre, to Harring- 
ton, Walker & Strickland . . . Eclipse 
Food Products Corp. to Creamer, 
Trowbridge & Case . . . Greetings 
Unlimited, St. Paul, ($800,000) to 
Mohr & Eicoff, Chicago, from Bozell 
& Jacobs. Account will enter tv for 
the first time this February . . . 
Mount Royal Colour & Varnish, Ltd., 
to Donahue & Coe., Canada . . . 
Fashion Frocks, Cincinnati, to North 
Advertising . . . Danfoods division of 
East Asiastic Company to Wade Ad- 
vertising . . . Lyon Van & Storage Co. 
($250,000) to The McCarty Company, 
Los Angeles . . . Electric Autolite 
($2.5 million) to Aitkin-Kynett, from 

Acquisition: Roland D. Ptak has ac- 
quired all 15,000 shares of Ptak & 
Richter agency stock from the Phil- 
lips-Ramsey Company of San Diego. 
The firm's name will be changed to 
Roland D. Ptak Agency, Advertising 
and Public Relations. 

Termination: S. S. Kresge Company 
and MacManus, John & Adams have 
ended a seven-year association dur- 
ing which the agency worked on spe- 
cial assignments, including Christ- 
mas tv shows. Kresge will concen- 
trate on local advertising in 1962, 
handled through the company's ad- 
vertising department. 

Name change: D. A. Dowden Adver- 
tising & Public Relations has 
changed its title to Dowden & Solo- 

Kudos: William W. Neal, president 
of Liller, Neal, Battle & Lindsey, has 
been named recipient of the Atlanta 
Advertising Club's annual Silver 
Medal Award for "distinguished serv- 
ice in the field of advertising . . . 
Katzif-George-Wemhoener Advertis- 
ing Company, St. Louis, was selected 
by the Peoria, Illinois, Advertising 
and Selling Club to judge their 1961 
advertising awards competition . . . 
Leonard Stein, president of his own 
agency for the past seven years, was 
elected president of the League of 
Advertising Agencies, succeeding 
Nat Kameny of Kameny Associates. 

New quarters: Seelig & Company, 
St. Louis, has joined the march of 
many agencies to suburban shop- 
ping centers where plenty of free 
parking space is available for em- 
ployees and media representatives. 
The address: 8515 Delmar Boulevard. 

New v.p.'s: Eugene A. Petrillo and 
Daniel M. Burns at William Esty . . . 
James E. Horn and Donald A. Camp- 
bell at Meldrum and Fewsmith . . . 
John R. McCarthy at Fuller & Smith 
& Ross . . . M. E. Thompson at Jones, 
Brakeley & Rockwell . . . Murray Hy- 
sen at Geyer, Morey, Madden & Bal- 
lard . . . F. Joseph Eglies and Art 
Poretz at Mogul Williams & Saylor 
. . . Richard B. Best at William Hart 

Crane to account executive at Mc- 
Cann-Erickson . . . Edward G. White 
to account executive at Henry J. 
Kaufman & Associates . . . Spencer 
Greason, Jr. to merchandising super- 
visor on the Cluett-Peabody account 
at Lennen & Newell . . . Kerry 
Sheeran to account supervisor at 
Doyle Dane Bernbach . . . Willard C. 
Wheeler to head of special studies, 
marketing problems and economic 
trends at Chirurg & Cairns . . . Walter 
W. Selover to account supervisor and 
Thomas R. Chick to general ac- 
count executive at Campbell-Ewald 
. . . Malcolm Lund to account man- 
ager at Knox Reeves . . . Martin Ryan 
to director of market planning at 
North . . . Werner Wolff to manager 
of the radio-tv business department 
at Post & Morr . . . Wallace J. Ehrlich 
to account supervisor at MacManus, 
John & Adams . . . Don Cole to ac- 
count supervisor at BBDO, Canada 
. . . Bob Seitzer to account executive 
at Holland Advertising. 


Harold S. Meden has been named 
secretary-treasurer of Broadcasters' 
Promotion Assn. 

A partner in the sales develop- 
ment agency of Franznick-Meden, 
Meden has established national 
headquarters for all BPA 1962 busi- 
ness at 145 East 49 Street, New York. 



22 JANUARY 1962 

Its the first time that BPA has had 
-full-time facilities available to mem- 

Nominations are now being invited 
for the Advertising Hall of Fame for 

Sponsored by the Advertising 
Federation of America, the Hall of 
Fame honors leaders of advertising 
who have contributed to its growth 
and stature as a profession. Nomi- 
nees must have been deceased at 
least two years. 

Chairman of the committee of 
judges responsible for electing can- 
didates is Charles C. Green, man- 
aging director of the Advertising 
Club of New York. 

Tv Stations 

Television set sales, now at the rate 
of 6 million per year, should and can 
be up around 10 million, challenged 
Edward R. Taylor, president of Mo- 
torola Consumer Products. 

Speaking before the National Ap- 
pliance & Radio-TV Dealers of Amer- 
ica, Taylor tagged the trouble with 
the tv market scene as a swing to 
low-end merchandise, to the sale of 
table models and portables instead 
of the more profitable console mod- 
els, marketing methods turning to 
price and gimmick selling, leader 
merchandising, and price cutting. 

Only 15.1% of families who own a 
tv set own two or more, he said, 
whereas 17.1% who own an automo- 
bile, own two or more. Radio sales 
average 3.7 units per family. 

The television marketing industry 
must convince the consumer of the 
convenience and luxury of having a 


Major TV Film Syndication Company 
seeks top-level SALES EXECUTIVE 
for challenging position in New York 
headquarters. Excellent renumeration, 
plus incentives. All replies will be 
treated in strict confidence. Box 
no: 306. 

second set, stated Taylor, to raise 
sales from their current static level. 

ARB is doubling the number of sam- 
ple homes and electronic units in 
the metropolitan New York Arbitron 

The cost increase of the expansion 
to 400 units will be absorbed by 
ARB itself, according to director 
James W. Seiler. 

The new sample will proportion- 
ately cover all of the recently de- 
fined 17-county consolidated N.Y. 
area. Completion of the program is 
expected to require a year or more, 
although it's now underway on a 
priority basis. 

Sports Sale: KDKA, Pittsburgh, has 
lined up its list of sponsors for the 
Pittsburgh Pirates games, which the 
station will carry for the sixth con- 
secutive year. Returning advertisers 
are the Pittsburgh Brewing Co. and 
Atlantic Refining. Newcomer is the 
Mellon Bank. 

Kudos: The Alameda Junior Cham- 
ber of Commerce honored KRON- 
TV, San Francisco with its commu- 
nity service award for filming and 
programing the Annual Alameda Re- 
gatta . . . Jack Burney, research man- 
ager of the Jefferson Standard 
Broadcasting has been selected 
chairman of the statistical commit- 
tee of the Charlotte Chamber of 


Owens to national sales manager of 
the North Dakota Broadcasting Com- 
pany and its five o&o's . . . Terry P. 
Mason to general manager of KMSO- 
TV, Missoula, Montana . . . Stan 
Doyle to promotions manager at 
WPTV, Palm Beach . . . Norman E. 
Walt, Jr., to vice president and gen- 
eral manager of WCBS-TV, New York 
. . . Michael A. Byrne to promotion 
manager at WOW-TV, Omaha . . . 
Alden Murray, for the past nine years 
at WRC-TV, Washington, D.C., opens 
a business and personal manage- 
ment office in Chevy Chase . . . 
Jerome Bess to division director of 
the CKLW stations in Detroit . . . 
James W. Frey to general sales man- 


22 JANUARY 1962 

ager of the Wisconsin Valley Televi- 
sion Corp. . . . William Allyn to the 
sales executive staff at WFGA-TV, 
Jacksonville . . . Russell W. McCorkle 
to director of management develop- 
ment at WBC . . . Dean H. Woodring 
to local sales representative at KGW- 
TV, Portland ... Ed Eubanks to the 
sales staff of WSOC-TV, Charlotte, 
N.C. . . . Peter S. Good to national 
sales manager of WWJ-TV, Detroit 
. . . Lawrence Whitney to local man- 
ager of WFLA-TV, St. Petersburg-Tam- 
pa . . . William D. Walsh to the sales 
staff at WNAC-TV, Boston. 

Radio Stations 

NAB has set the theme for National 
Radio Month. It's "Radio ... the 
Sound Citizen." 

The 1962 observance, which gets 
underway in May, will highlight in- 
dividual station's contributions to 
the American way of life via pro- 
graming and off-the-air public serv- 

Scott-Textor Productions of New 
York will produce a series of musical 

It is the general programmed sta- 
tion, rather than those which appeal 
to only narrow segments of the pop- 
ulation, which make the best ad- 
vertising buy, according to Larry 
Haeg, general manager of WCCO, 
Minneapolis-St. Paul. 

He told the Broadcast Advertising 
Club of Chicago that at least half 
the radio stations in the country are 
"nothing more than licensed juke- 
boxes, whose managements' chief 
concern is oscillating constantly be- 
tween the fast rating and the fast 

But the discerning advertiser has 
enough stations at his disposal to 
effectively blanket the entire coun- 
try and any segment of it, he said. 

Haeg attributed the success of 
WCCO to its versatile programing 
and its complete divorcement -from 
its sister tv station. 

Ideas at Work: KXOL, Fort Worth, 
ran a promotion with international 
overtones. In connection with the 
playing of Jimmy Dean's record 


"Dear Ivan," the station invited lis- 
teners to write their own "Dear 
Ivan" letters and mail them in. The 
best letter was recorded and for- 
warded to the state department and 
Radio Free Europe and the lucky 
writer got $50 . . . WXYZ, Detroit, has 
brought to a close a three-month 
"Bowling Mystery Voice Contest." 
The winner— Jean Pittman. She got 
round-trip tickets to Florida for 
guessing the names of famous per- 
sonalities . . . During Ladies Day at 
WHEB, Portsmouth, N.H., the wives 
of the station's d.j.'s took over for 
their spouses. Not only was public 
response terrific, according to the 
station, but not one family argu- 
ment was noted during the entire 
broadcast period . . . WSB, Atlanta, 
makes good use of the thousands of 
items sent in by listeners in an al- 
most constant flow of different con- 
tests. The station reserves useful 
items for various charities— for ex- 
ample, hundreds of Christmas tree 
ornaments which didn't win prizes, 
were gathered and sent to the Meth- 
odist Children's Home in Decatur 
. . . KMOX, St. Louis, broadcasts di- 
rect from the weather bureau, an 
aircraft weather forecast for planes 
in the area. 

Osipow to account executive at 
WAAT, Trenton . . . George Collie to 
vice president at Southwest States, 
parent company of the Trigg-Vaughn 
stations . . . Arthur M. Tolchin, for- 
merly vice president and director of 
WMGM, New York, to assistant to the 
president of Loew's Theatres, Inc. 
. . . Dick Wall to account executive 
at KCMO, Kansas City . . . George 
Pleasants to general manager of 
WEAV, Plattsburgh . . . Maurice J. 
Condon to general manager at 
WDOK, Cleveland . . . Paul R. Litt 
and James Jordan to the sales staff 
at WBKB, Chicago . . . Wayne Decker 
to general sales manager at KYNO, 
Fresno . . . Mrs. Jessie 0. Burke to 
sales service manager at WVMC, Mt. 
Carmel . . . William Berry to account 
executive at KAYO, Seattle . . . Rex 
Miller to local sales manager and 
Al C. Gaylor to sales promotion and 
public affairs director at KOMA, 


Oklahoma City . . . Richard Brem- 
kamp, Jr., to the sales staff at WWJ, 
Detroit . . . Harold E. Graves to gen- 
eral manager at WENE, Binghamton. 

Happy birthday: KXO, El Centro, Cal., 
celebrates its 35th anniversary on 
27 January . . . The 27th anniversary 
of WEAV, Plattsburgh, N.Y. is 3 Feb- 

Kudos: Sam B. Schneider, central 
division radio sales manager of Cros- 
ley Broadcasting Corp., has been 
named chairman of a committee to 
promote the first "National Sales- 
men's Week" in Chicago, sponsored 
by the Sales-Marketing Executives 
Club . . . The 1962 distinguished 
service award for business has been 
presented to William R. Cady, Jr., 
president and general manager of 
radio stations KADY and KADI by 
the St. Louis Junior Chamber of 


Robert W. Sarnoff, chairman of the 
Board, and Robert E. Kintner, pres- 
ident, released the 35th anniversary 
year-end review of NBC's 1961 ac- 

In addition to a healthy financial 
picture, with profits recorded the 
highest in NBC's history, the report 
pointed to: 

• 1,670 hours of colorcasting, a 
62% rise over 1960. 

• 245 different advertisers on the 
tv network. 

• NBC radio accounted for nearly 
40% of the total time sold on all 
four networks. 

• Sales by International Enter- 
prises to 54 countries. 

• News bureaus opened in Ot- 
tawa, Central Africa, Rio de Janeiro 
and Buenos Aires. 

• General Motors became the first 
automobile sponsor to invest in a 
heavy daytime tv schedule. 

Programing note: "The Clear Hori- 
zon" returns to CBS TV daytime on 
26 February from 11:30-11:55 a.m., 
replacing "Your Surprise Package." 

Program sales: Picking up the tab 
for this year's Emmy Awards broad- 
cast (NBC TV, 22 May, 10-11:30 p.m.) 
are Joseph Schlitz Brewing Co. (Leo 
Burnett), U.S. Time Corp. (Warwick 
& Legler) and Procter & Gamble 
(Grey) . . . NBC TV has sold participa- 
tions in the "Jack Paar Show" to the 
Kitchens of Sara Lee. 

Kudos: NBC has been selected by 
the Awards Committee of the Arnold 
Air Society as the recipient of the 
Hoyt S. Vandenberg Award for 1961 
for "outstanding contributions to 
aerospace power for national secur- 
ity" . . . Oliver Treyz, ABC president, 
was appointed a co-chairman of the 
1962 Advertising, Publishing and En- 
tertainment Lunch-O-Ree of the Boy 
Scouts of America. 


Adam Young, president of the sta- 
tion rep firm, suggested in a letter 
to the NAB that lyrics of popular 
songs be carefully scrutinized by the 
Code Committee to guard against 
suggestive and allusive matter. 

Acting in his capacity as chairman 
of the Radio Trade Practices Com- 
mittee of the SRA, Young said that 
although few songs contain outright 
vulgarity, some contain sufficient 
double meanings to become quite 
meaningful to the impressionable, 
curious mind of a youngster. 

Rep appointments: WEAT-TV and ra- 
dio, West Palm Beach and WINQ, 
Tampa, to The Boiling Company for 
national sales. The West Palm Beach 
stations came from Weed & Co. and 
Tampa from Robert Eastman. . . . 
The New York Herald Tribune radio 
o&o's (WFYI, Garden City, WGHQ, 
Kingston-Saugerties, WVIP, Mt. Kis-i 
co and WVOX, New Rochelle) to 
Kettell-Carter for New England sales., 
The network retains Venard, Rintoulj 
& McConnell as national reps. 

(Bud) Hirsch to the sales staff of 
CBS Television Stations National 


22 JANUARY 1962 

Statio n Transactions 

Frank Sinatra and Danny Kaye, prin- 
cipals of Seattle, Portland, Spokane 
Radio, have bought KNAK, Salt Lake 
City for $450,000, subject to FCC ap- 

Sellers are the Granite District Ra- 
dio Broadcasting Company and the 
transaction was brokered by Hamil- 
ton-Landis & Associates. 

The buyers are also licensees of 
KJR, Seattle, KNEW, Spokane, and 
KXL, Portland, Ore. 

WIOI, New Boston, Ohio, was sold 
by a group headed by Grady M. Sin- 
yard to Charles Maillet for $60,000. 

Blackburn & Company was the 

Maillet is presently manager of 
WJWL, Georgetown, Delaware. 

The Herbert-Mogul Group, headed by 
Ira M. Herbert and Emil Mogul, has 
taken over ownership and operation 
of WWVA, Wheeling, W. Va. 

The 50 kw clear channel station 
was previously owned by Storer 
Broadcasting Company. 

Herbert and his wife are the for- 
mer management team which op- 
erated WNEW, New York, and Mogul 
is president of Mogul Williams & 

Other radio stations in the group 
are WAKE, Atlanta, and WYDE, Bir- 

Public Service 

The FCC network program hearings, 
scheduled to begin in Washington 
Tuesday, 24 January, will get heavy 
coverage on all of the Triangle Ra- 
dio stations. 

Live highlights of the hearings will 
be broadcast direct from the com- 
mittee room during the daytime and 
the entire day's significant proceed- 
ings will be aired in special pro- 
grams during the evening. 

NBC TV has also set aside time for 
the hearings. It will do three half- 
hour summaries of the major events. 

Public service in action: WDSU-TV, 

New Orleans, has sent Terry Flet- 
trich, producer and conductor of 
"Midday," and her 17-year-old daugh- 
ter on a 20-day newsgathering tour 
of Central America. Results of the 
project, titled "Central America Re- 
visited," are flown back daily for use 
on the show . . . WTTG-TV, Washing- 
ton, offered an informational pamph- 
let called "Wills" in connection with 
its monthly program on current le- 
gal problems called "The Law On 
Trial." Edmund D. Campbell, presi- 
dent of the Bar Assn., commended 

the station for circulating the 
pamphlet . . . WTIC stations in Hart- 
ford will broadcast four live concerts 
by the Hartford Symphony Orchestra 
on Sunday nights in January, Febru- 
ary, March and April. Its the fourth 
annual series carried on the station 
. . . WMEX, Boston, aired a three- 
hour cerebral palsy drive to help 
climax the local campaign. 

Kudos: WMGM, New York, got the 
Air Force's Class I Award for "con- 
sistent and devoted service in assist- 
ing the recruiting service and ap- 
preciation of conscientious efforts 
towards the advancement of peace 
through air power." . . . Clark B. 
George, vice president CBS TV Sta- 
tions division and general manager 
of WBBM-TV, Chicago, has been ap- 
pointed to the board of directors of 
the Chicago Heart Assn. . . . WNBC- 
TV, New York, was honored by the 
Citizens Budget Commission for its 
documentary, "Conscience of the 
City" . . . WBAL-TV, Baltimore, got 
an award of appreciation from the 
Maryland Society for Mentally Re- 
tarded Children for its telecast of 
"The Dark Corner" . . . The first an- 
nual public safety award of Sigma 
Delta Chi's Atlanta chapter went to 
WSB's program director, Elmo Ellis, 
for his contributions as a newsman 
in 1961. 


Exclusive values in broadcast properties 


This is a daytimer in a rich metropolitan mar- 
ket. Although currently showing substantial 
profit, this station has not realized full potential. 
$60,000 cash and attractive financing on the 

This fulllime property is in one of the South's 
best metropolitan markets. Programs popular 
music and has consistently good ratings. Down- 
payment of 25% and liberal payout. 





BLACKBURN" & Company, Inc. 



lames W. Blackburn 
Jack V. Harvey 
Joseph M. Sitrick 
RCA Building 
FEderal 3-9270 

H. W. Cassill 
William B. Ryan 
333 N. Michigan Ave. 
Chicago, Illinois 
Financial 6-6460 


Clifford B. Marshall 
Stanley Whitaker 
Robert M. Baird 
John C. Williams 
1102 Healey Bldg. 
lAckson 5-1576 


Colin M. Selph 
Calif. Bank Bldg. 

9441 Wilshire Blvd. 

Beverly Hills. Calif. 

CRestview 4-2770 


Ampex has re-aligned its field organ- 
ization, placing all company prod- 
ucts under seven regional managers. 

The new managers are: Charles H. 
Wirth, Northwestern; A. A. Sroka, 
Southwestern; Charles E. Norton, 
South Central; George S. Shoaf, 
Midwestern; William Craig, South- 
eastern; William W. Follin, Mid-At- 
lantic; John R. North, Northeastern. 

Each regional manager reports to 
national sales manager, C. Kenneth 

Financial report: Webcor reported 
record net earnings of $1,923,000, or 
$1.95 per share on sales of $29,278,- 
000 for the six-months period ending 
30 November, 1961. ^ 


22 JANUARY 1962 


If you want to reach the people who buy time — 
you gotta go where they are. 

You'll find more of them reading SPONSOR than 
any other book in the broadcast industry. 

They're not reading just for fun, either. They're much too 

busy. They're reading for information. The kind of vital 

information about the broadcast industry that can 

be found in no other publication. 

SPONSOR information is pinpointed exclusively to 

their interests and needs . . . written by the 

most capable and experienced staff in the field. 


/ . 

' ,v»- ■»■. - - 




u want these "buyers" to "buy" you, it makes 
i to buy a schedule in SPONSOR. Because in 
^ISOR you'll get only those readers who can approve 
rders. The only kind we deliver is the kind 
can deliver for you. 

by almost every independent survey SPONSOR delivers 
of these decision-makers in a more business-like 
J of mind than any other book around. 

RAY HILL 7-8080 








5 February 

for I© 



Tv and radio 

.J v_. ' 


Frank J. Shakespeare, Jr., who last week 
moved up to vice president and assistant to 
the president of CBS TV, has been vice 
president of the CBS TV stations division 
and general manager of WCBS-TV, New 
York, since June 1959. He joined the 
network in 1950 as an account executive 
in the tv spot sales division. In May 1954 
he became general sales manager of WCBS- 
TV and later moved to WXIX, then a CBS o&o in Milwaukee, as 
general manager. Norman E. Walt. Jr. fills the vacated post. 

John Sias has been appointed national 
television sales manager for Westinghouse 
Broadcasting Co., effective early in Febru- 
ary. He's currently the west coast vice 
president for Peters, Griffin, Woodward. 
With the rep firm for almost eight years, 
Sias first served in the Chicago office as an 
account executive and then in New York as 
assistant vice president and later as vice 
president. He spent four years with a newspaper rep firm. Sias is 
filling the post vacated by Robert McGredy, who moved to TvAR. 

Gene Accas, until now programing vice 
president of Grey Advertising, has joined 
Leo Burnett as vice president, network re- 
lations, with headquarters in New York. 
His background includes: vice president 
for network relations at Grey, administra- 
tive vice president at ABC TV, operations 
vice president at TvB. Accas spent six 
years at ABC, holding a multiplicity of as- 
signments in. research, sales development, advertising and promotion. 
Before joining ABC in 1951, he was with NBC on sales presentations. 

William R. Arnold, for seven years a 
member of Life magazine's New York ad- 
vertising sales staff, has joined Time-Life 
Broadcast, Inc., as a sales executive. Ar- 
nold will concentrate on program sales, in- 
cluding Bob Drew Associates' film produc- 
tions and the new half-hour tv series featur- 
ing the "March of Time" and Henry Cabot 
Lodge. In addition, he will function as 
sales liaison with stations. Prior to joining 
u as an account executive with WABC-TV and WOR-TV, New York. 

Life in 1954. Arnold 



22 JANl \ky 1962 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Fred Pierce, ABC TV's director of research, takes issue with the well-worn 
notion that daytime tv is impotent as a summertime selling medium. It isn't 
so with net tv, he says. Pierce, who has been ABC TV research director for 
the past six months, joined the network in 1956 as an analyst in tv research. 
In 1957, he moved up to supervisor of audience measurements, and a year 
later was made manager of that division. In 1959, Pierce was appointed 
manager of research. A member of the Radio-Tv Research Council, he was 
affiliated with Benjamin Harrow & Son, public accountants, before ABC TV. 

Daytime tv getting hotter in the summertime 

I v as a selling medium is very often considered least 
effective during the summer months by agencies and 
sponsors. But this stereotype definitely does not apply to 
network daytime tv and the figures show that at least a 
considerable part of the advertising community is aware 
of this. 

In just three years (summer 1958 to summer 1961) the 
number of advertisers using network tv in the daytime 
(Monday-Friday) has increased by 49%. During the 
same period, billings have climbed to over $46,000, a jump 
of 54%. 

There are very good reasons indeed for this vote of 
confidence in network summer daytime tv as an advertis- 
ing medium. Perhaps the most important of these, accord- 
ing to Nielsen data, is that there is almost no audience 
decline (only 2%) during the summer months as com- 
pared to the October-March period. This covers network 
programing in daytime's prime viewing time — weekdays, 
10 a.m.-5 p.m., when housewives are the primary viewers. 
Despite this audience parity, summertime costs for most 
advertisers in network daytime tv are lower, resulting in 
i even better cost efficiency (15% greater according to Niel- 
sen) than the advertiser can obtain during the fall and 
winter months. 

Since this combination of summertime audience parity 
and increased cost efficiency (lower cost-per-1,000) is vir- 
tually unique, it is small wonder that advertisers in in- 
creasing numbers are making network daytime tv an in- 
tegral part of their media planning for the summer months. 
And one of the nicest things about network daytime tv in 
the summertime is the fact that smaller, short term ad- 
vertisers can share in its advantages as easily as larger, 
long term advertisers. 

Today, for example, an advertiser needs no more than 

eight quarter-hours, over as many as 13 weeks or as few 
as one, to earn the maximum discount. He could receive 
as many as 30 commercial minutes, including bonus on a 
national network for an expenditure of approximately 
$70,000. This hypothetical advertiser could schedule his 
minutes throughout the day in as many as ten different tv 
programs, ranging from game shows to courtroom drama, 
or in only one, if he desires. He can receive exposure on 
as many days of the week — subject to availability — as de- 
sired, and he can take advantage of the merchandising 
power of such daytime personalities as a Bert Parks, a 
lohnny Carson or a Jan Murray. All this flexibility at an 
efficiency of just a few cents more than $1.00 per 1,000 
homes for each commercial minute. 

In short, a daytime network advertiser in the summer- 
time, no matter what his size or other tv buys, can obtain 
optimum cost efficiency and maximum impact tailored to 
his audience needs for wide reach or high frequency. 

We like to think, of course, that ABC TV's entry into 
daytime tv in 1958 has been largely responsible for net- 
work daytime tv's increasing attractiveness, since adver- 
tisers are now able to buy network daytime tv in the sum- 
mertime and throughout the year with far greater flexibil- 
ity, lower costs, and increased efficiency than they were 
able to just a few short years ago. And with the continued 
expansion and improvement of daytime programing — the 
return of Tennessee Ernie Ford this spring and the addi- 
tion of such popular nighttime programs as Jane Wyman 
Presents and Father Knows Best — we are confident that 
audiences will continue to watch daytime tv throughout 
the year. 

We are also confident that more and more advertisers 
will join the ranks of those who already recognize network 
daytime tv as one, if not the most outstanding, of media 
buys today — particularly in the summer months. ^ 


22 JANUARY 1962 



The network hearings 

In the opinion of at leasl one tndustr) veteran, the FCC 
hearings which open thi> week in Washington (21 Januarj i 
will be "nothing but a big charade." 

B) which he means that the real significance oi what goes 
on will he obscured by a lot of play acting. 

High network officials will present elaborate, detailed 
documentation of the merits, values, and public service con- 
tributions of their individual companies. The commissioners 
will ask -tern, probing questions. And the whole proceedings 
will be recorded on tv tape, like a t\ special. 

Hut when the hearings are all over — what actually will 
the) have accomplished? What will they have shown? 

Perhaps, of course, there may be surprises. Perhaps star- 
tling new facts and disclosures may emerge from the long 
and solemn pageant. But we're inclined to doubt it. 

And. a- we get ready to sit back and absorb the intermin- 
able testimon) that will start spewing out of Washington on 
Wednesday, we'd like to ask one question: 

Isn't far too much of the time and attention of important 
industry executives taken up in such proceedings? Wouldn't 
it be better for tv and better for the country if we could elimi- 
nate some of these tedious, non-creative '"charades"? 

Minow's choice: competition or regulation 

In his recent speech before the National Press Club, New- 
ton Minow posed a somewhat surprising set of alternatives to 
the tv industry — either more competition or more regulation. 

He was discussing, of course, the FCC's announced deter- 
mination to ask Congress for a bill requiring all new tv sets 
to be equipped to receive uhf. and also the commission's long- 
range goal of an all-uhf spectrum for commercial tv, with 
man) more stations in operation. 

Said the FCC chairman, "Surely, broadcasters who are 
mo-t sensitive to what they regard as tightening regulation 
should welcome this growth and be willing to accept this 

Well, maybe so. But we think it would be interesting if 
Mr. Minow would spell out (if he can) just how we might 
expect less regulation under an all-uhf system than we have 
.it present. How about it. Mr. Chairman? ^ 


Show stoppers: Filling in for be- 
virused Jim Lucas on the WNBC, 
New York, morning show was night- 
time personality W avne Howell, who 
filled the air with sardonic quips. 

For instance, he introduced one 
musical number by saving: "Does 
Jim Lucas program the music around 
here? If so, he must've been sick for 
quite a while; he's got Tony Martin 
next, and singing in Italian." 

Another refreshingly biting intro 
followed: "They're a few of us who 
don't want to sing along with Mitch, 
but we're in the minority, so here's 
"That's My Weakness Now," and 
"Last Night on the Back Porch." 

Turning to the weather report, 
Howell noted, "Tonight the tempera- 
ture will dip to 20 degrees in Central 
Park, so if you're planning a mug- 
ging, better wear a scarf, or you're 
likely to catch cold." 

Debut: Tv reportedly has busted 
into Manhattan's plush Voisin res- 
taurant. It seems Rudy Vallee 
brought in a portable in order to 
watch himself perform while dining. 

What's in a name? One newsman 
cites the following tv dialogues as 
possible contributors to the results of 
the 1960 Presidential election: 

Charles Collingwood (CBS) : Hello 

Mrs. Kennedy: Can you say hello? 

Mr. Collingwood: Oh, isn't she a 

Mrs. Kennedy: Now, look at the 
three bears. 

Caroline: What is the dolly's 

Mrs. Kennedy: All right, what is 
the dolly's name? 

Caroline: I didn't name her yet. 

And the other exchange: 

Bill Henry (NBC) : I am so fasci- 
nated with that little kitten. Does the 
kitten have a name? 

Julie Nixon: Yes, its name is Bitsy 
Blue Eyes. 

Says N. Y. Post columnist Murray 
Kempton, "Maybe Caroline saved the 
package by not naming the doll.'' 
How does it go? Big song in Eng- 
land: "Who Put Out the Light That 
Lit the Candle That Started the Fire 
That Started the Flames Deep Down 
in My Heart." 



22 JANUARY 1962 


"To us, consistency is most impor- 
tant . . . and we have consistently 
placed a part of our budget with 
one or more of the WLW Stations 
for the past several years. We have 
received full value in return, in 
terms of audience, service, and 
better-than-average cooperation in 

promotion and merchandising." 


"We a re always confident that when 
we recommend the Crosley Sta- 
tions, our clients will benefit from 
the traditional Crosley service that 
goes considerably above and be- 
yond the call of media duty — from 
programs to promotions, behind- 
the-scenes to onthe-air." 

Advertising Manager 

Ohio Blue Cross 




Keelor & Stites, 

Agency for 



Blue Cross 



the dynamic WLW Stations 





Call your 

WLW Stations' Representative . . , 

you'll be glad you did ! 







Crosley Broadcasting Corporation 

y/.| i| ' l i \| l 'ii'iJiiiL l i'jiH'illf! iiJllJi ' iW 

BUT... WKZO Radio Can Sparkle For You 
In Greater Western Michigan! 

WKZO Radio is a rare jewel among all the radio stations 
in America. It gives you by FAR the biggest audience at 
the lowest cost per thousand in a really important area. 

The 1961 NCS Advance Listing shows that WKZO 
Radio has oxer twice the coverage and circulation of 
its nearest competitor — reaches 40. 4 r , more homes 
than all other Kalamazoo stations combined. 

Kalamazoo and (".rand Rapids are BOTH among the 
S3 fastest-growing markets in America. Kalamazoo 
itself is predicted to be the No. 1 U.S. city in growth 
of personal income and retail sales between now and 1965. 
Talk to your Avery-Knodel man about WKZO Radio 
for Oreater Western Michigan. 




6 A.M. - 12 NOON 


Station "B" 

Station "C" 




12 NOON - 6 P.M. 




6 P.M. - 12 MIDNIGHT 





^fi'l he pale manic gem, Taatfcitc, is the rarest of all gems. Only two such stones are known. 


Me < J J<>tyt SPiationb 




Avery-Knodel, Inc., Fxc/oiiVe National Repreienfof/Vei 

29 JANUARY 1»«;-. 

40< a copy • $8 a yaar 

Part 3, off 2 Parts 



St. Louis has 2 stations with 
2 K's in the call letters. 

2 stations share a K, an X and an 0. 
Nine have a K in common. 





■ The station that alone among all U.S. radio 
stations was present in President Kennedy's 
office to receive the National Recreation As- 
sociation's award ... is KXOK. 

■ The station whose audience has jumped 
50% since the start of Storz Station creativ- 
ity .. . is KXOK. 

■ The station which a number of advertisers 

(who don't sell in St. Louis) use for its thou- 
sands of listeners in Missouri and Illinois 
... is KXOK. 

■ The station that's brought technical broad- 
cast efficiency to a new high ... is KXOK. 

■ The station with the sound and spirit of 
St. Louis . . . energetic, enthusiastic, public- 
spirited, and motivating ... is KXOK, 

The representative who can dispel all confusion 
about St. Louis radio ... is BLAIR or talk to KXOK Gen. Mgr. CHET THOMAS 


630 kc, the Storz Station in St. Louis 


Kansas City 


Mpls-St. Paul 



Oklahoma City 


New Orleans 




Impact on radio/tv of 
BBDO method to select 
media via computers 


be far-reaching 


Page 25 

Why we don't buy 
by the numbers: 
Part two: radio 


Page 30 

Harvard man 
becomes tv 
tough guy 

Page 32 


Ted Bates' aim: 
fresh faces for 
tv commercials 

Page 36 



The lamed Golden Gate Bridge, longest single suspension span in the world. 

Designed by Joseph B. Strauss. Including approaches, the Golden Gate Bridge 

is 7 miles long. Completed in May. 1937 at a cost ot $33,500,000. More than 

20.000.000 cars crossed the Bridge in 1961. Photo by Moulin Studios. 


... is the word that best di 

growth of Sat 
Francisco's KTVU. Both 
ARB and N SI reports for 
1961 disclose an impressh 
gain in ratings, homes 
reached and share of 
audience over any previo 
year in KTVU history. Th 
success may be attribute 
to KTVU's awareness of 
the varied tastes of the 
San Francisco TV audienc 
An emphasis on live spon 
local events, strong 
syndicated programming 
and first-run, post-1950 
movies has been the bag 
reason for KTVU's grow 
in this past year. 

The Nation's LEADING 
Independent TV Station 




Represented Nationally by H. R Television, Inc. 



If you've never seen a pair of five-buckle rubber 
boots, the flavor of this anecdote may be lost on 
you, especially if the only view you've had recently 
of 5:30 a.m. is from the hangover side of New 
Year's Eve. 

WMT's intrepid engineers crank up all of our en- 
terprising watts to get the show on the road every 
weekday morning at 5:30. Even in Eastern Iowa 
this is early — and pretty far down the time alpha- 
bet (it comes out "C"). We call it the Sunrise 
Hour — but in the winter even the sun doesn't 
show up. However, the team of Alford, Brady and 
Nance, our three-deep college-graduate farm re- 
porting team, is on hand, bleary-eyed and bushy- 

This is the way we'd like to leave it — but there's 
that Sales Dept. Actually, 1,745 cards and letters 
were received from 44 Iowa, seven Illinois and two 
Wisconsin counties; one lucky winner was drawn 
fair and square every week. The moral of this 
story is that the snow gets mighty deep in Eastern 


CBS Radio for Eastern Iowa 
Represented by the Katz Agency 
Affiliated with WMT-TV, 
Cedar Rapids — Waterloo 
K-WMT, Fort Dodge 
WEBC, Duluth 

"We must be the only people in Iowa up at 

this ridiculous hour," said Alford to Brady one 


"Glub?" said Brady. "Me too," said Nance. 

And that's the way they cooked up a scheme, with 
the cooperation of U.S. Royal Tempered Rubber 
Boots, known as the U.S. Royal Tempered Rub- 
ber Boot Contest. One pair of boots was awarded 
every week for eight weeks. Listeners had to write 
in (1) swearing they were up; (2) providing their 
name, address and boot size; and (3) indicating 
the number of buckles they wanted. (Ed. note: 
the more buckles, the deeper the negotiable snow.) 

You know, we disposed of all eight pairs of boots 
— and not a pair went to an engineer.* 

'But Alford, Brady and Nance jingle 


29 JANUARY 1962 


RADIO . . . 


First in all Hooper and 
Pulse surveys made since 
Maj L958. 

© Vol. 16, No. 5 • 29 JANUARY 1962 




Advertising enters age of computers 

25 Vlthongh ai present onlj BBDO usee mathematical selection of media 

by computers, Bigns point to machine-revolution in media-market field 

Why we don't buy by the numbers (Part Two) 

30 ll"\v radio advertisers buy tailor-made time without emphasis on 
ratings; personality, news, weather, specialty programs are in demand 

Harvard man becomes tv tough guy 

32 I" political l>uitlc~ between a Springfield, Massachusetts, tv station and 

city's newspapers, WWLP's Hill Putnam pulls no editorial punches 

Clients go for king-size local video news 

34- Longer news shows are growing in popularity with audiences as well aa 

sponsors. \t least seven stations program a solid hour of news material 

Bates' aim: fresh tv faces 

36 To add 'realism" to tv commercials, major air agency scouts from 
campus to corner store for new faces, top talent for on-air salesmanship 

Spot radio powers Pope's perennial 15% hike 

38 Importer of canned Italian fond- moves products from small groceries 
to supermarkets, using heavy spot radio to expand distrihution, sales 

NEWS: Sponsor- Week 7, Sponsor Scope 19. Spot Buys 44. Washington 
Week 55. Film-Scope 56, Sponsor Hears 58. Sponsor-Week Wrap-1 p 60. 
Tv and Radio Newsmakers 68 

DEPARTMENTS: Commercial Commentary 13, 555/5th 16, 

Timehuyer's Corner 40, Radio Results 48, Seller's Viewpoint 69. Sponsor 
Speaks 70, Ten-Second Spots 70 

Officers: Norman R. Glenn, editor and publisher; Bernard Piatt, execu- 
tive vice president; Elaine Couper Glenn, secretarv-treasurer. 

Editorial: executive editor, John E. McMillin; news editor, Ben Bodec; 
managing editor, Alfred J. Jaffe; senior editor, Jo Ranson; midwest editor, 
Gwen Smart ; assistant news editor, Heyward Ehrlich ; associate editors. Jack 
Lindrup, Ben Seff, Ruth Schlanger. Jane Pollack: columnist. Joe Csida: art 
editor. Maury Kurtz; production editor. Mary Lou Ponsell; editorial research, 
Carole Ferster; reader service, David Wisely. 

Advertising: assistant sales manager, Willard L. Dougherty; southern 
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spongier: western 
manager. George G. Dietrich, Jr.: sales service/production, Leonice K. Hertz, 

Circulation: circulation manager, Jack Rayman; John J. Kelly, Lydia 
Martinez, Jenny Marwil. 

Administrative: business manager. Cecil Barrie; George Becker, Mi- 
chael Crocco, Geraldine Daych, Jo Ganci. Syd Guttman, Manuela Santalla,\ 
Jean Schaedle, Irene Sulzbach. 


Member of Business Publications 
Audit of Circulations Inc. 

© 1962 SPONSOR Publications Inc. 

SPONSOR PUBLICATIONS INC. combined with TV Executive. Editorial. Circulation, and 
Advertising Offices- 555 5th Av. New York 17. MUrray Hill 7-8080. Chicago Offices: 612 
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfax 
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3110 Elm Av., Baltimore 11. Md. Subscriptions: II. S. $8 a year. Canada $9 a year. Ottiar I 
countries $11 a year. Single copies 40<. Printed U.S.A. Published weekly. 2nd class | 
postage paid at Baltimore. Md 


29 JANUARY 1962 







CHICAGO: 8922-D N. La Crosse, Skokie, III. ORchard 4-5105 
DALLAS: 5641 Charleston Drive ADams 9-2855 

LA.: 232 So. Reeves Drive GRanite 6-1564 - State 8-8276 

JOHN WAYNE jamesarness nancy olson 

For list of TV stations programming Warner Bros. "Films of 
SEVEN ARTS "FILMS OF THE 50'S"-MONEY MAKERS OF THE 60'S the 50 V see Th.rd Cover SRDS (Spot TV Rates and Data) 

Half a century ago, before the advent of television, entertainment 
and cultural opportunities were limited in scope and available only to a 
comparative few. Today, in sharp contrast, WGAL-TV regularly pre- 
sents worthwhile educational, cultural, and religious programs; accu- 
rate and informative news and sports coverage; as well as the finest 
in entertainment, all of which enriches the lives of many thousands 
of men, women, and children in the WGAL-TV viewing audience. 




Latest tv and 
radio developments of 
the week, briefed 
for busy readers 

29 January 1962 



First network testifying in final set of programing 
hearings employs stronger defense; new ideas voiced 

The atmosphere in the first week 
of network hearings by the FCC in 
its prolonged series on programing 
was one of decided stiffening on the 
part of CBS. 

Although CBS president Frank 
Stanton did not mount a counter- 
offensive, he did stand his ground 
so firmly that a new and more secure 
defense by the networks against FCC 
inquiry emerged as the tenor of the 

Stanton expressed serious concern 
over "indirect, but effective" govern- 
ment program controlls. 

James Aubrey, Jr. president of the 
CBS TV network, suggested a FTC- 
like body within the NAB to "inves- 
tigate and determine the validity of 
claims and demonstrations in spe- 
cific commercials. "Aubrey told FCC 
chairman Newton Minow he would 
suggest this at next week's NAB 
board meeting. 

Stanton noted that in tv efforts to 
improve it could not get too far 
ahead of the general educational 
level of the public. He also reit- 
erated his backing of more stations 
and more networks through use of 
ultra-high frequencies. 

Aubrey took a slap at the "maga- 
zine concepts" as unsuited for tv. 
He stated that it led to purchasing 
programs solely on their circulation 
and hence could hurt program diver- 
sity and balance. He said, too that 
buying of scattered tv announce- 

ments had no parallel with maga- 
zines, where advertising is bought in 
publications with special contents 
and not in all the magazines issued 
by a particular publisher. 

Washington had some of the di- 
vided attention of a two-ring show 
with a second set of hearings taking 
place simultaneously as Sen. Thom- 
as J. Dodd called several witnesses 
before his Senate Subcommittee on 
Juvenile Delinquency. Two witnesses 
were Ollie Treyz, president of ABC 
TV and David Levy former program 
v.p. of NBC TV. 

Dodd stated he had on file docu- 
ments which contradicted network 
statements that public taste caused 
the injection of crime and violence 
into tv shows. He asserted he had 
documents of instructions given by 
network officers to inject more sex 
and violence to maintain ratings. 

Dodd belabored Treyz with the in- 
cident of the Fabian-Bus Stop epi- 
sode, pointing out Treyz had refused 
to allow the NAB to review it. About 
31 stations dropped the episode. 

Hearings were adjourned by Dodd 
for 10 days. 

At the FCC hearings NBC is to 
testify this week and ABC will testi- 
fy next week. 

(For highlights of the Stanton and 
Aubrey presentations before the FCC, 
see p. 10. For other coverage see 
Washington Week, page 55.) 

Betty Crocker exits 
BBDO with $11 mil. 

The big account switch of 
the week was General Mills' 
Betty Crocker business from 
BBDO. where it's been for al- 
most 10 years. 

Involved here is around $11 
million, and the indications are 
that Needham, Louis & Brorby 
will be the gainer. 

First intimations of the exit 
of the cake mix account came 
from BBDOs Charles Brower 
himself, who in an intra agency 
memo said he was glad BBDO 
had been of help to keep their 
cake mixes "at the top of their 
sales category." adding he was 
sorry to lose them. 

NBC TV books $2.2 mil. 
night, day & special 

NBC TV wrote about $2.2 million 
last week in daytime and nighttime 
participations and in the sale of a 

Three advertisers bought White 
Paper, Bristol-Myers going into two, 
Gulf American Land Corp. taking 
one and Meade Johnson returning 
on one. 

Chrysler Corp. (Burnett) bought 
the 19 March special on movie 

Nighttime minute participations 
buyers were Bulova, 20; Polk Miller, 
7; Ex Lax, 5; Colgate, 7; International 
Latex, 3; Weco Products, 5, and Bis- 
sel, 1. Daytime quarter hour sales 
were: Lestoil, 52 more, and Hassen- 
feld Bros., 41. 


SP0NS0R-WEEK/29 January 1962 

r . ' ; 


David Lundy today becomes ex- 
ecutive v.p. of Blair Television As- 
sociates, succeeding Richerd L. 
Foote, head since 1956, who has re- 
signed to enter the marine field. 

Robert Klein succeeds Lundy as 
sales chief in the Southern Califor- 
nia area. 
Lundy, who will move from Los An- 
geles to New 
York, was gen- 
e ra I sales 
manager of 
Los Angeles 
from 1947-51, 
and a f te r- 
wards held a 
David Lundy similar post at 

KCOP there. 

Klein joined KYA, San Francisco, 
in 1946, be- 
coming local 
sales manager 
of KLAC, Los 
Angeles, in 
19 4 8. He 
moved to Fres- 
no in 1953 and 
was national 
sales manager Robert Klein 

of KFRE-AM-TV and later general 
manager there, before joining the 
Los Angeles office of Blair. 

TvB: 9% 10-month rise 

Network tv gross time billings for 
the first ten months of 1961 were 
$609.2 million, up 9.2% over 1960, 
according to LNA/BAR figures re- 
leased by TvB. 

Cone vs. critics 
of advertising 

General criticisms of advertising 
on various scores were the points of 
a talk by Fairfax M. Cone, chairman 
of the executive committee of FC&B, 
before the Advertising Club of Min- 

neapolis recently. 

Cone stated he was "concerned by 
the repetition of such pure prejudice 
and unformed opinion" and by at- 
tacks on advertising by such big 
names as Arnold Toynbee, John K. 
Galbraith, Arthur M. Schlesinger, 
Jr., and John Crosby. 

Business owes it to the public "to 
take a new kind of stand against the 
howlings and foreboding of the mot- 
ley mob," Cone stated. 

He termed complaints of exaggera- 
tion "deplorable," of fraud "inde- 
fensible," and of bad taste "a ques- 
tion of manners." He pointed out 
that dishonest advertising is prob- 
ably less usual than "most much 
(Continued on page 60, col. 1) 

Polk Miller, others 
into ABC's new movies 

Polk Miller Products (Ayer), maker 
of Sergeant's dog remedies, is using 
ABC TV's Sunday night movies for 
its bow into the medium. 

A number of accounts allied with 
Bus Stop and Adventures in Para- 
dise, which the movies will replace, 
9-11 p.m., will ride along with the 
feature films. 

The movies take over 8 April. 

Storer Radio: Moler 
president, Campbell 

John C. Moler has been elected 
president of Storer Radio. He is gen- 
eral manager for WMGM, New York, 
a post which he will also continue. 
The station's call letters are being 
changed to WHN. 

He joined Storer in 1959 and was 
previously general manager of WIBG, 

Wendell B. Campbell, general 
manager of KGBS, Los Angeles, has 
been elected a v.p. of Storer. 

Moler, before joining Storer in 
Philadelphia, was director of radio 
of KYW, Oklahoma City. 

Campbell joined Storer in 1959; 
he was previously a v.p. at CBS Ra- 
dio, and after 1956, he was v.p. and 
general sales manager for MBS. 


Stephen C. Riddleberger, newly 
named president of ABC's radio 
o&o's, disclosed last week that his 
organization has such confidence in 
radio that it will add a seventh sta- 
tion, if it can find the right facility 
in the right market. 

Speaking further of this confi- 
fidence, Riddleberger pointed to the 
continued strengthening of a service 
fidence, Rid- 
dle be rg er 
pointed to the 
of a service 
unit in New 
York designed 
to feed the 
o&o's with re- S. Riddleberger 
search, promotion, programing and 
other material which will help them 
in their local pursuits. 

He also said that his division will 
initiate efforts to determine the true 
dimensions of out-of-home listening. 

Indicative of the business growth 
of ABC Radio o&o's is that the bill- 
ings of the six stations were up 
20% in the last six months of 1961. 

Trans-Lux Tv's $1.75 mil. 
expansion in programs 

Trans-Lux Tv last week announced 
its plans for major expansion in tv 
and theatres for 1962. 

It will invest $2.8 million in enter- 
tainment, $1.75 million of it in tv. 

Trans-Lux Tv will produce two 
series, Hercules cartoons and 26 
half-hours of Guest Shot, a show 
originating in Hollywood. 

Liberty Mutual into TV 

Liberty Mutual (BBDO) is jumping 
its network tv with $500,000 worth of 
participations for 10 weeks on ABC's 
Wide World of Sports. 

Cost given is for time and commer- 
cials. Campaign is on auto-crash 



29 JANUARY 1%2 

Drive your message home with "Breakfast Club," "Flair," 
"Sports" and "Special Events" on young adult ABC Radio. Sell 
those young families on the move. They're the ones who make 
the wheels go round— make your sales go up. So whether you're 
selling motor oil or salad oil, remember, it's ABC Radio with the 
highest percentage of young adults in network radio.* 

ntative for the facts 

Under Age 50 
Automobiles 70% 

Gasoline. Oil 67% 

• Life Study ol Co 





SPONSOR- WEEK /29 January 1962 

Lanolin Plus taking 
Hazel Bishop label 

Stockholders last week okayed not 
only the merger of Lanolin Plus and 
Hazel Bishop but the use of the 
latter as the corporate name, as pre- 
dicted in 25 December SPONSOR- 

Norton Edell, Lanolin Plus presi- 
dent, said he expected the merged 
companies to gross over $20 million 
in sales the first fiscal year. Lano- 
lin Plus last year showed a profit of 
$516,424 out of a $14-million gross 
and Bishop a $781,808 net loss on 
sales of $6.8 million. 

Reason for retention of Bishop 
name: it's better known because of 
the $30 million spent in tv the past 
10 years. 


of local anti-union push 

(Sacramento:) For the first time 
NABET and AFTRA have dragged the 
name of a network into a purely lo- 
cal organizational fight with an affil- 
iated station. 

The two unions have been trying 
to sign up KXTV here, but without 

Latest twist in the conflict: the 
unions are passing out handbills to 
Sacramento residents charging that 
CBS TV by furnishing programs to 
KXTV "allies itself with the station's 
union busting campaign." 

RAB elects David 


Miles David has been elected v.p.- 
administration of RAB. He was v.p. 
and director of promotion. 

He joined RAB in 1958 as director 
of promotion and was elected a v.p. 
the following year. For eight years 
previously he was at SPONSOR 
where he was executive editor. 

William L. Morrison has been 
named to the new post as director 
of business affairs. 


• Stanton favors more stations, and networks 

More stations and more networks, resulting in increased competition, were 
suggested by Dr. Frank Stanton, president of CBS, as the best assurance for 
tv improvement and growth. 

Stanton threw his support behind wider use of ultra-high frequencies and 
urged the FCC to pursuade Congress to support all-channel receivers by law. 

He emphasized that CBS' "fear of program control is based on very deep 
convictions." Although he did not see prior control as a real issue, he ex- 
pressed serious concern about "a drift towards indirect, but nevertheless 
effective, program control by government." 

Stanton also defended affiliates' rights to refuse some programs, even 
though it disturbed him. He was against forcing them to take programs "by 
threats of punitive action or by raising doubts about their right to survival." 

The real question, he stated, was not whether tv should improve, but how it 
should do so "from where, in a free and heterogeneous society, the standards 
and pace of improvement shall spring." He asserted, "CBS has always taken 
the position that increased competition in the form of more stations and 
more networks is the most promising road." 

• Aubrey describes limit of program financial control 

James T. Aubrey, Jr., president of CBS TV, denied that his network has 
ever made demands of a financial interest in a program as part of the price 
for its acceptance in the CBS TV schedule. 

He asserted that to the best of his knowledge and the knowledge of his 
close associates, "we have not sought to obtain a participation in a program 
as a condition of that program's acceptance in our network schedule, and 
we have not sought to obtain a participation in a program unless we have in- 
vested substantial sums in the pilot or the program series itself." 

Apart from news, public affairs, and sports, he listed these shows as owned 
by CBS: Ed Sullivan, What's My Line, Marshall Dillon, Rawhide, and Have 
Gun, Will Travel. 

He also listed these as shows in which CBS shares in the profits: Mister 
Ed, Dennis the Menace, Candid Camera, To Tell the Truth, Pete & Gladys, 
Window on Main Street, I've Got A Secret, Password, Dobie Gillis, Red Skel- 
ton, Ichabod and Me, The Alvin Show. Checkmate, Frontier Circus, Bob Cum- 
mings, Tell it to Groucho, Route 66, Twilight Zone, Perry Mason, The De- 
fenders, and Gunsmoke. 

CBS has no ownership of these: Lassie, General Electric, Jack Benny, 
Danny Thomas, Andy Griffith, Hennesey, Garry Moore, Father Knows Best, 
Dick Van Dyke, Armstrong, U. S. Steel, Gertrude Berg, Father of the Bride. 

Aubrey stated that advertiser-controlled shows had dropped from 29% of 
the CBS TV schedule in 1959 to 14.5% last year. 

He also defended CBS TV's program balance. Last week it consisted of 
serials, 18.5%; news and public affairs, 16.7%; audience participation, 11.5%; 
children's variety, 8.3%; adventure, 7%; westerns, 5.7%; variety, 4.4%; dra- 
ma, 3.8%; sports, 3.2%; talks, 3.2%; mystery, 2.5%; and panels, 2.5%. He 
pointed out that there is but one half-hour at present in the evening where 
audiences do not have a choice between different program types. 

Aubrey noted that the network can exercise three types of program control: 
creative, availability, and financial. The first especially applies to new shows; 
the second gives the network exclusivity during use; the third can involve 
anything from network profit sharing to any one of a number of non-network 
domestic or foreign residual interests. 


More SPONSOR-WEEK continued on page 60 









All the old facts and fancies about TV coverage in California have changed. Sud- 
denly, the KXTV market is 74% larger. . .covering a piece of real estate 200. miles 
wide and 180 miles long. And that area covers most of San Francisco's "bedroom" 
communities. In the heart of all this bigness is the lush, plush Sacramento market: 
25th largest in the nation. And 3rd largest TV market on the Pacific Coast. 

Behind this KXTV jump from 456,200 to 608,400* homes is a new 1549 foot an- 
tenna that towers above anything on the California skyline (or the Manhattan sky- 
line, for that matter). 

So if you're shaping a new California TV schedule, pick up the KXTV piece. It might 
be just the perfect fit. 

•Source; C. R Smith. Research Consultant. 

^"^ : T 

'Call the Doc 

WCPO-TV, Cincinnati 

Center— Four-man medi- 
cal panel and Dr. Albert 
Thielen, moderator, await 
signal to begin another 
telecast of 'Call the Doc- 
tor.' Lower left— Plaque 
awarded by profession to 
WCPO-TV for develop- 
ment of 'Call the Doctor,' 
is held by Doctor Thielen 
and by Mort C. Walters, 
vice president and man- 
ager of the station. Lower 
right— Question for panel 
discussion is handed to 
Dr. Ralph Graves by 
member of Women's 
Auxiliary manning the 
battery of telephones. 

One of the superior productions through which 
creative talent and community leadership are 
continually building new vision into Television 
on stations represented by 


In keeping with our continual 
search for programs that benefit 
our entire area, WCPO-TV has 
made a weekly feature of 'Call 
the Doctor.' It fulfills a vital 
community responsibility by 
providing basic knowledge on 
Health. Those who fear certain 
symptoms are encouraged to seek 
professional advice, so that seri- 
ous illness may be averted if 
treated in time. Each program 
explores the topic in depth, with 
enlightening discussion but no 
diagnostic opinion. At WCPO- 
TV we are so pleased with over- 
whelming public acceptance of 
'Call the Doctor' that it has been 
increased from 30 minutes to a 
full hour. 

M. C. 
Vice President. WCPO-TV 

Profession Cooperates 
o Ease Apprehensions 

i cooperation with the Academy of Med- 
:ine of Cincinnati, WCPO-TV presents 
^all the Doctor' each Sunday from 10 to 
lam. On camera is a panel of physicians, 
ifferent each week, to answer questions on 
ledical subjects as phoned in by viewers. 
Dr. Albert E. Thielen, chairman of the 
cademy's public relations committee, is 
sually moderator. Viewers call-in questions 
>r consideration in connection with the 
inounced topic of each telecast. Each 
eek, four doctors' wives answer the phone 
ills. As members of the Women's Auxiliary 
» the Academy, they are in position to 
andle the calls with above-average speed 
id understanding. 

Dr. Ralph Grace, chairman of the Acad- 
ny's TV committee, screens each question 
;fore it goes to the panel. He also fre- 
jently serves as moderator. 
Range of topics is remarkably wide, in- 
uding Alcoholism, Arthritis, Brain Dis- 
ises, Cancer, Dermatology, Obesity and 
irious types of surgery. 
Physicians credit the telecasts with help- 
g dispel any false notions about profes- 
anal reluctance to share medical knowl- 
Ige outside the consultation room. And the 
ounting mail-and-phone response shows 
at the knowledge made available on 'Call 
e Doctor' has eliminated needless fears 
id apprehensions in thousands of homes. 
To Blair-TV, creative public-affairs pro- 
amming by great stations like WCPO-TV 
la constant source of inspiration. We are 
pud to serve more than a score of such 
jations in national sales. 


Televisions' s first exclusive 
national representative, serving: 

WHDH-TV- Boston 
WKBW-TV— Buffalo 
WCPO-TV- Cincinnati 
WEWS- Cleveland 
KTVT-Dallas-Ft. Worth 
K0A-TV- Denver 
KFRE-TV- Fresno 
WNHC-TV-Hartford-New Haven 
WJ I M-TV- Lansing 
KTTV-Los Angeles 
WMCT- Memphis 
WDSU-TV- New Orleans 
WOW-TV -Omaha 
WIIC- Pittsburgh 
KGW-TV- Portland 
KING-TV -Seattle-Tacoma 
KTVI -St. Louis 
WFLA-TV -Tampa-St. Petersburg 

by John E. McMillin 


29 JANUARY 1962 


New voices for America 

This year the NAB, in its infinite wisdom, is 
scheduling two important industry meetings in 
the space of a single month. One, of course, is 
the annual NAB Convention, that huge, sprawl- 
ing clambake which will begin boiling up at the 
Conrad Hilton in Chicago on 1 April. 

The other — far less publicized, but to me far 
more exciting and significant — is the associa- 
tion's first Editorializing Conference, a two-day session which opens 
on 1 March at Washington's Shoreham Hotel with a limited attend- 
ance of 400 tv and radio men. It's on my calendar as a "must." 

I say this because to me the editorializing movement is easily the 
most fascinating industry development of recent years. And too little 
is known about it, even in the trade. 

Actually it is a movement of the most profound sociological sig- 
nificance for the entire country. What's happening is the emergence 
of a brand new, potentially powerful force for good in American life. 

What we're seeing is the birth, painful and hesitant though it is at 
times, of many, new, much-needed American voices. 

I emphasize this because within the business our discussions of 
editorializing have centered almost wholly around what it can mean 
to the individual broadcaster or to the industry. 

But it is the larger implications of editorializing which make it 
such an exciting subject. And it is these larger implications which 
I'd like to explore for a bit in this column today. 

The score to date 

As we all know, the airing of editorial opinions by radio and tv 
stations has been legal only since 1949 when the FCC repealed the 
"Mayflower" decision, and at first most broadcasters were extremely 
shy and timid about exercising their editorial rights. 

Recently, however, and particularly within the past year, there 
has been a whopping increase in both the number of editorializers 
and in the frequency of their utterances. In 1961, for example, the 
seven CBS-owned radio stations broadcast more editorials (250) 
than in all previous years combined. 

Today at least 25% of the nation's 5,000-odd commercial outlets 
are editorializing more or less frequently. 

I've talked with dozens of these broadcasters, have read, , heard 
and seen their editorials, and have had a chance here at SPONSOR to 
evaluate fairly objectively what they've accomplished so far. 

My conclusion is this: despite the fact that many radio and tv 
editorials are dull, amateurish, badly conceived and based on trivial, 
non-controversial subjects, the general level is extraordinarily high 
and some of the results are astonishing. 

(Please turn to page 14) 




■ That aptly describes the consumer in 
Dane County, Wisconsin, where payrolls show 
a huge three-year gain of 29.7 per cent — com- 
pared with the national average gain of 12.7 
per cent.* 

WKOW-TV MADISON is your most effective ad- 
vertising medium for cashing in on the bounti- 
ful buying power of Dane County and all South 
Central Wisconsin. And WKOW-TV's rate card 
ups your own buying power of high-scoring 
ABC-TV adjacencies and popular local personality 

County Business Patterns. Department of Com- 
merce and Department of Health. Education and 




Vice-Pres. & Gen. Mgt. 

General Sales Mgr. 



National Representatives: 


Midcontinent Broadcasting Group 

WKOW-AM and TV Madison • KELO LAND TV 
and RADIO Sioux Falls, S. D. • WLOL-AM. FM 
Minneapolis-St. Paul • KSO RADIO Des Moines 


Commercial commentary {Cent, from p. 13) 

When \ou learn of the role which a \\ \\X has played in the 
urban redevelopment of \<w Haven, a WRC-TV in the fight against 
Potomac River pollution, a \\ \\ LP in the political life of Springfield, 

Mass., a \\ l>>! in the difficult integration situation in New Orleans, 
you can onlj conclude that editorials are already making a huge 

\- a matter of fact, I can't think of a single hit of public relations 

which could put the industry in a more fayorahle liglit than would a 
full-length, well-research article in Life, Look, or the Saturday Eve- 
ning Post on broadcasting's editorial accomplishments to date. 

I If the print media are too hostile to consider this, I suggest it 
would make a magnificent tv documentan for CHS. NBC, or ABC.) 

But even more interesting than the record of present successes is 
the pattern that seems to he unfolding of the types, kinds and sub- 
ject matter of the best station editorials. 

For it is here, I believe, that we can get a glimpse of the sizeable 
future role which radio/tv editorialists seem destined to play. 

The promise of the future 

I found it highly interesting, for instance, that just two days after 
the recent, well-publicized demise of two of Los Angeles' four daily 
newspapers, I received a brochure telling about an extremely suc- 
cessful editorial crusade by radio station KNX, Los Angeles. 

K\\ I which is only one of more than 50 radio/tv outlets in the 
area) conducted a single-handed fight to "keep the Freeways Free 
of Construction during Traffic Hours." and jolted the State Highway 
Commission into changing its operating procedures. 

In its fierce editorializing on a specific local problem, KNX moved 
into the spot once occupied by old-time fighting newspapers, but 
which, these days, papers are increasingly unable to fill. 

There are approximately 25% fewer newspapers in the country 
now than 10 years ago. (Our population is up more than 60 r ( ."l 

One unfortunate effect of this decline, of course, is that in most of 
even our largest cities readers can get only one newspaper opinion 
on any given issue. 

This in itself is regrettable. For as many students have noted, 
"propaganda flourishes in a condition of absolute monopoly." 

But that is only half the story. The country's successful operation 
depends not only on what happens in Washington, but on a vast 
complex of local governments — town, city, district, county, state. 

And it is only through constant, vigorous, critical attention, even 
partisan attention where there is sufficient competition to justify it. 
that these bodies can be kept from slipping into a state of sluggish- 
ness, inefficiency, moribundity, or worse. 

This is what I find so thrilling about the rise of broadcast edi- 
torializing. For in community after community radio and tv sta- 
tions are beginning to assume the role of highly vocal, highly criti- 
cal watchdogs of the local public welfare. 

Personally 1 am not disturbed, as some people are, by the fact 
thai certain broadcasters seem temperamentally unfit to editorialize, 
and that certain editorials show a lack of solid factual research. 

In the long run. and in a climate of competitive free speech, these 
inadequacies are self-correcting. 

The wonderful thing, the healthy thing is that editorializing itself 
is on the increase. From these new American voices we are bound 

to receive great national benefits. 


29 JAM'ARY 1962 


(Listeners fill up at New York's finest service station) 

Every hour of the day, motorists turn right to these men for the best steer in traffic 
reports. Their 24-hour radio service shines with a winning warmth and exuberance. 
But traffic reports are only one aspect of the complete service that has helped put 
WABC on the road, gaining momentum week after week. You can hear it in WABC 
music — "your kind of music." In news reports that tell what the news means to 
New Yorkers. In spirited participation in the causes of the metropolitan area. The 
response is clear: on the air, WABC Pulse ratings have averaged a 250% jump in 
1961 over the previous year. In the marketplace, the impact of advertising dollars 
spent is visible in shelf depletion, and cash register addition. Permit WABC's seven 
personalities to pump for you. You'll find, as others have, that their high-octane 
brand of radio moves a predominantly adult audience — and an advertiser's product. 



on your sound dial 



PULSE, November 1961 



Yu.un. lor the FOURTH 
consecutive year, WORC is 
FIRST in the Worcester 
County Pulse. October 1961. 
iti.OO AM-6:00 PM. Mon- 
day through Friday, with 
26%!) For more informa- 
tion: Robert E. Eastman &: 
Co., New York; Ceorge 
Eckels Co.. Boston. 

555 5 

Fels & Co.'s policy on radio 

Permit me to comment on the state- 
ment which appeared in your 1"> Jan- 
uary issue {SPONSOR-SCOPE): 

"The loss of Kels to spot radio 
after a consistent run of ahout 30 
years, isn"t being mourned exactly In 
the rank and file of reps. 

"Reason: in its latter stages on the 
account, Aitkin-Kynett, which recent- 
ly lost the business to Manoff. had 
people on the road making their own 
contracts directly with radio sta- 

Merely in the interest of keeping 
the record straight. Aitkin-Kynett al- 
ways made it a practice to get out 
into the field to visit our sales terri- 
tories and. of course, the radio sta- 
tions. It has always been our feel- 
ing that media buyers could operate 
more effectively if once in awhile 
they could get out and actually visit 
the territories in which we do busi- 
ness. Hence, it was on our rec- 
ommendation that Aitkin-Kynett got 
out and visited all of our territories 
from coast to coast, at least two or 
three times a year. After all. close to 
S5 r /( of our budget was riding on 
spot radio and it was to the best in- 
terests of the radio people, as well 
as ourselves, that we do everything 
possible to make the medium as effec- 
tive as possible. If occasionally a 
contract was placed on a local basis, 
there was absolutely no cause for 
alarm. Perhaps 90 to 95$ of our ra- 
dio expenditures was placed through 
the national reps and it's m\ impres- 
sion that they did not view our buy- 
ing practices with any distress what- 
soever. We have always maintained 
the most friendly relations with them 
and certainly will continue to do so 
in the future. I sincerely feel that 
your statement does not trulv reflect 
the attitude and thinking of the sta- 
tion reps and neither does it reflect 
the true situation as it exists, todav. 

I have gone into some detail on this 
because there has been so much con- 
versation in the press about Fels & 

Company having abandoned radio. 
This, of course, is poppycock. I im- 
agine that before the end of the year, 
our billings through spot radio will 
be considerably higher than mam. 
many other national advertisers'. No 
one has been more devoted to the 
cause of good radio and the radio 
industry itself, than ourselves. We 
have stayed with it steadfastly for 
many, many \ears and I do not im- 
agine that the station reps or station 
management will at this time be- 
grudge our desire to test other me- 
dia. Actually they should welcome 
that opportunity, for reasons which 
need no explanation. 

Please understand that we have no 
desire to be critical in this letter. \\ e 
did feel, however, that you mighl 
welcome a statement re-defining our 
position. You publish a fine maga- 
zine — and we enjoy reading it. 

Grant H. Keeler 

advertising manager 

Fels & Co. 


The West Coast scores 

When your 1 January SPONSOR ar- 
rived at the agency . . . needless to 
say, there was much interest (very- 
personal on my part) in reading what 
representatives have to sa\ about 
West Coast media people in the I 
broadcast field. "They're the top 
buyers on the West Coast '] 

First, I was delighted to be in- 
cluded. Thank you. 

Second, we all thought it was an 
excellent article and extend our com- 
pliments for both style and content. 
It was heartening to read that we 
score on business ability' — but more 
important, apparently maintain good 
human relations with the people who 
call on us. This business gets prettv 
hectic at times and sometimes we 

ka\ YlcMamara 

asst. media dir. 

H ocfer, Dieterich & Brown, Inc. 

San Francisco 


2 ( ) .1AM \RY 1%2 


Effective immediately . . . 
II -It Television, Inc. and II -It Representatives* Inc. 
become exclusive national representatives for WHEC-TV 
attcl WHEC Radio, Rochester 9 CBS serving New York's great 
industrial empire... and WI\ It-TV and WINR Radio, 

Binghamton-Endicott- Johnson City, JVBC for 
New Yorh State's rich industrial-agricultural area. 
Call your H-R man now for all the facts. 


29 JANUARY 1962 



Still close.. 













Source: Nielsen 24 Market TV Report — week ending Jan. 7, 
1962. Average Audience, all commercial programs, Mon. thru 
Sun.. 7:30-11 PM. 

Source: Nielsen 24 Market TV Report — week ending Jan. 14, 
1962. Average Audience, all commercial programs, Mon. thru 
Sun., 7:30-11 PM. 

What will happen next? 

Watch this space. 
ABC Television 

Interpretation and commentary 

on most significant tv/radio 

and marketing news of the week 


29 JANUARY 1962 

Cwyrllht 1862 



What with virtually all the tv network decision-makers wrapped up in their 
quiz show before the FCC last week, advertisers and agencies bent on talking about 
1962-63 time and program prospects couldn't do much more than mark time. 

For one of the medium's giant users, P&G, the Washington interlude wasn't at all un- 
timely, since it won't have much to say to the networks about next season until after it's 
previewed its plans and possible new program series to its stable of agencies. That event will 
take place the week of 12 February. 

Both Buick (McCann-Erickson) and Pontiac (MacManus, J&A) will be break- 
ing with spot radio campaigns at an early date. 

Pontiac is giving particular attention to the Blair plan. 

Chicago radio reps had another source of revenue pulled from under them — 
this coming right on the heels of the Cream of Wheat migration to Bates, New York. 

The latest loss: Burnett's radio buying for Marlboro, Alpine, etc. This function, 
as had previously happened to spot tv, becomes a corporate pool operation, with Benton & 
Bowles as the pool's administration for Philip Morris. 

Explained a PM ad executive: we're applying the same philosophy and extending the same 
importance to radio as we do to spot tv and, because of this, nearly all radio buying will 
be out of the pool. 

The special products division of National Biscuit won't start deciding until April how 
to whack up, media-wise, that $1.5-million budget for Cream of Wheat. At the moment the 
full amount is being used in radio, mostly spot and the residue on CBS. 

If you're looking for the latest estimate on the number of tv homes, here's one 
that Nielsen is making available as of January 1962: 49 million, which brings the 
level up to 90% of all homes. 

Nielsen's last estimate was that of December 1960: 46:9 million homes, or slightly over 
88% of all U. S. homes. 

Nielsen says it won't know what the radio penetration is until it gets an industry-agreed- 
upon figure. That will depend on the final U. S. figure that the ARF expects to get from the 
Census Bureau in March. 

The tally that Nielsen froze for radio homes back in March 1959 was 49,450,000. 

Because of protests over the bureau's 91% radio penetration level, based on an early 
national sample, which the Census Bureau released a while ago, the bureau is doing a 
study to evaluate the accuracy of the total census report. 

What stirred the argument: the question asked by the census takers had to do with 
radio sets in working order. Out of the study comes an adjusted figure showing the actual 
radio set ownership. 

The new product end of the cosmetic business in Chicago is booming. 

In addition to Alberto-Culver's VO-5 shampoo and other new products to come out of 
BBDO this year, Helene Curtis has a few new entries. 

They are Suave shampoo (Campbell-Mithun) and a new hair tint called Mirror-Mirror 
(Edward H. Weiss). 


29 JANUARY 1962 



SPONSOR-SCOPE continued 

Disney's distributing setup, Buena Vista (La Roche), has become so strongly 
oriented for its advertising to tv that the medium is getting 75% of its budget. 

Buena Vista, whose president is Irving Ludwig, has tended to broaden its tv partici- 
pation base as the Disney studio has extended the base of audience appeal for its product; 
to wit, adult as well as teenagers and children. 

In addition to spending $2.5 million in spot, Buena Vista functions on a reservoir of 
about 100 minute participations spread over a diversity of NBC TV programs. It 
furnished stations gratis with S^-rmrmte clips from Disney movies in which spots can be sold. 

Lud wig's thesis: the distributor should use tv not only to sell tickets but the distributor 
on booking the picture. 

Buena Vista is also planning to put Disney into the syndication field this fall 
through a revival of its erstwhile daytimer, the Mickey Mouse Club. Eventually it will syndi- 
cate Disney features. 

Sellers of spot radio may quiet their alarm about Schlitz (Burnett) turning its 
spot radio money over to distributors to dispose of as they wish. 

Burnett will go on buying for the brewery out of a stipulated radio budget. 

As it turns out, that money which some distributors are flashing around is part and par- 
cel of an old Schlitz practice to furnish dealers, who ask for it, with bits of the radio 
allocation. It's to help the distributors with their own radio buys. 

The foregoing version comes from Charles Packer, who is the regional Schlitz account 

One thing that you have to be keenly aware of when you're seUing air media 
around the automotive marts in Detroit is the prevailing caste system. 

If you attend to the complexities of that system religiously your chances of getting to the 
influential, who actually do the cutting up of the budgets, are that much better. 

The trick is simply this: before a seller invites a group to listen to his pitch he must make 
sure that each member falls within a specific caste and that those from higher or lower 
castes are not mixed in; otherwise the whole effort can encounter a decided chill. 

It's up to the reps to contribute whatever case histories they may have for the 
documentation of a presentation on spot that the TvB is putting together. 

So a group of them were told last week at a breakfast meeting staged by the TvB. 
The reps were shown a draft of the proposed presentation, which, incidentally, would be 
the first specifically in that category authored by the TvB. 

Set owners apparently spent slightly less time with tv in 1961 than they had 
the year before, although the total figure is still better than 1959's. 

Here's a Nielsen day-part breakdown for the past three years in terms of average hours 
of daily viewing per home: 


9 a.m.-noon 
Noon-4 p.m. 
4 p.m. -8 p.m. 
8 p.m.-ll p.m. 
11 p.m.-l a.m. 
1 a.m.-9 a.m. 


30 minutes 

57 minutes 

1 hr., 40 mins. 

1 hr., 47 mins. 

28 mins. 

14 mins. 

5 hrs., 36 mins. 


32 minutes 

55 minutes 

1 hr., 42 mins. 

1 hr., 49 mins. 

28 mins. 

19 mins. 

5 hrs., 45 mins. 


29 minutes 

52 minutes 

1 hr., 39 mins. 

1 hr., 48 mins. 

27 mins. 

13 mins. 

5 hrs., 28 mins. 



SPONSOR-SCOPE continued 

No wonder the matter of sports rights among the tv networks has become a 
dogfight. That facet of tv entertainment has become a better than $75 million busi- 
ness this season for the networks collectively. 

And what adds spice to the inter-network bidding: sports are getting easier to sell, 
particularly in the area of football. 

On the sponsor block the estimated value of packaged tv network sports for the 1961-62 
season adds up to $75,225,000. By network this grand total breaks down as follows: ABC 
TV, $27,225,000; CBS TV, $27,900,000; NBC TV, $20,100,000. 

Football in its various forms and sources accounts for 41% of the sports package 
revenue, with sports anthologies and baseball each figuring around 15% of the take. 

Here's how they tally up by sports types: 


Football $31,525,000 

Sports anthologies 11,900,000 

Baseball 11,000,000 

Boxing 8,300,000 

Basketball 7,750,000 

Horse racing 350,000 

TOTAL $75,225,000 

Agencies interested in the project contemplate ABC TV's turn to feature pic- 
tures Sunday night (9-11) as a gamble that may prove a handsomely profitable 
gambit for the fall. 

At the moment the scheduling of the features has this one disadvantage: these two-hour 
films can't be delayed as had been happening individually among affiliated stations for the 
dispossessed Bus Stop and Adventures in Paradise series. 

Evolving from that circumstance is this corollary problem: getting a large enough sta- 
tion lineup for the features as ABC TV would like. 

The scope of the gamble as the agencies view it : if the features click during the spring the 
stations missing in the lineup will find it quite expedient to carve out those hours of time 
for the fall. 

P.S. : in some quarters there's this speculation : could Bonanza, currently a rating bonanza 
for NBC TV, find itself in such a competitive fix as to become a problem child for Chevro- 
let and the network? 

A trend that has reached significant proportions : the use of multiple networks 
by the various grades of daytime tv advertisers. 

The present inclination seems to be to curb the daytime expenditure at the point of 
maximum discount and to sign the surplus budget to one or two other networks. 

The net effect: a broadening of the audience base. 

Among the practitioners of this scheme are General Mills, Pillsbury, Corn Products, 
Bristol-Myers (Bufferin), Campbell, Alcoa, Rexall, Fritos. 

The Ford division ( JWT) will likely bow out of its share of Wagon Train this 
spring but keep Hazel going, except for a late summer eight-week layoff. 

The anomaly : even though sales are sturdy the Ford management will take advantage 
of outs contained in the contract it made with NBC TV just this side of a year ago. 

On the other hand, the division's main competitor, Chevrolet (Campbell-Ewald), will 
carry all the present 12 weekly nighttime commercial minutes running for it right through 
the summer. 

Illustrated here is the sharp difference in the promotional thinking of the two leaders: 
with Chevrolet the dictum is you never let 'em get away from your brand awareness, whereas 
the current Ford management believes that the bulk of the ad money should be 
spent when people are most conscious of the company's new line. The implication 
here is that prospects are pretty well decided on what they want at model unveiling time. 

• 29 JANUARY 1962 


SPONSOR-SCOPE continued 

Even though the horse is gone, the 4A's along with the ANA are furiously at 
work repairing the barn door preparatory to the next negotiating go-around with 
the talent unions on tv commercials. 

Members of the 4A's have just been furnished copies of a set of recommendations on this 
subject evolved by the association's committee on tv and radio administration. 
Highlights of these suggestions as to the next contract with the unions: 

• Remove the networks from having anything to say about the rates for tv commercials. 

• Set up a joint advertiser-agency policy committee to keep in close contact with the 
negotiators and counsel them on the fashioning of the administration and interpretive angles 
of the commercial codes. 

• Agencies would have the responsibility for negotiating the code; the networks 
and other interested parties could only participate in an observer capacity. 

• It would be best probably to let the networks go on signing the AFTRA code and the 
film producers the SAG code. 

• Bring in a professional labor union negotiator on a per diem basis. 
Whether the unions will agree to all this is, of course, another matter. 

Even though they expect to outdistance the other networks on sales, at least 
through May, daytime people at NBC TV are doing some soul-searching on the theme 
of programing. 

And the thinking that's going on might be summed up in these jottings: 

• It's about time that the daytime schedule shared some of the glamour and spotlight of the 
nighttime schedule. 

• Games and film reruns should be recognized for what they are — fillers and merchar 
dise priced low enough for competition — and the times call for a drastic reappraisal of ho\ 
to program for housewife interest on a level that will pique her faculties and not in term ■ 
of potential ratings. 

JWT, which recently acquired the Rheingold account, is screening four or five 
advertisers who would like to share the New York Met baseball broadcasts with the 

Involved is both tv on WOR, New York, and a radio network. It'll cost the second party 
to the games about $1.5 million for the season. 

Judging from the type of orders for special studies that Nielsen's been getting 
lately, the multiple brand advertiser in tv is shifting more and more his focus of 
interest from reach and frequency to whether he's getting the right homes for his 

What has complicated his problem on this score are the scatter plans, and the main 
objective of these special studies is to find out whether a program carrying a particular brand 
appeals to the areas and families that offer the best potential sales for the brand. 

It's a job that requires pinpointing of actual product usage also. 

As though both am and f m radio didn't have enough to worry about in terms of 
tv competition, the TvB has had an auto set made for it that picks up the sound- 
tracks of tv programs. 

The receiver is being tried out by TvB v.p. George Huntington who commutes in his 
car 30 miles into and out of New York. 

Huntington's pitch in connection with the set: it'll give traveling salesmen a chance 
to hear the daytime commercials of their products broadcast on tv. 

For other news coverage In this Issue: see Sponsor-Week, page 7; Sponsor 
Week Wrap-Up, page 60; Washington Week, page 55; SPONSOR Hears, page 58; Tv and Radio 
Newsmakers, page 68, and Film-Scope, page 56. 

22 SPONSOR • 29 JANUARY 1962 



r~~~i r~ n jC^3D 

It happens at every Raleigh-Durham Christmas 
Parade. Santa's supposed to climax the whole 
procession. Everybody knows that . . . except the 
kids. They're transfixed at the sight of a man 
named Herb Marks— ventriloquist, pixy and baby- 
sitter for two of his own. / He's also 

Cap'n 5 on WRAL-TV. Maybe the name means 
nothing to your brood— but in Eastern N.C., it 
means that suppers start when his show ends 
. . . and not one chainbreak sooner. L^ 

Just ask any H-R man who steals Santa's thun 
der and the hearts of a million kids in the Raleigh 
Durham TV market. l_ „ J, i l— 



Raleigh-Durham, N.C. 

Represented Nationally by H-R 

_Jl I 


29 JANUARY 1962 


"Is this the one you want me to try, Mom?" Her mother in the background is one of the nation's adults 
who receive and control 98% of the U. S. income. AVBT, for over 39 years the Charlotte radio statio 
with the biggest general audience, also has the highest percentage of adult listeners. They turn to WB 
because of responsible programming, outstanding service and fine entertainment. In theWBT48-count 
basic area, adults receive and control most of the $2,690,786,000 worth of spending money. If you want 
to make more sales for your clients, clearly the radio station to specify is the one that reaches mor 
of the adult listeners . . . WBT RADIO CHARLOTTE. Represented nationally by John Blair & Gompain 

Jefferson Standard Broadcasting Company 

Sources: U.S. Dcpt. of Commerce, Spring, 1961, Area Pulse and Sales Management's Survey of Buying Power, 1960 



29 JANUARY 1962 

A3-Aa> f?oo,ooo 

Ar £ It/ 



Wow that the dust has settled on BBDO's revela- 
tion of its "major breakthrough" in scientific selec- 
tion of media via computers, one fact is abundant- 
ly clear: the use of electronic data processing 
(EDP) is the hottest subject in agency media cir- 

[j] cles today. ' 

What's the computer climate in what's been de- 

1 scribed as the dawn of a new era in advertising? 
• Since BBDO's announcement to the 4A's in 
November that its revolutionary new technique 


29 JANUARY 1962 

would give media directors "a power shovel in- 
stead of a spade," that agency has begun media 
selection via EDP for at least five major advertis- 
ers. At present BBDO relies on the electronic com- 
puter facilities of C-E-I-R, Inc., but in July of this 
year takes delivery of its own Minneapolis-Honey- 
well Datamatic linear programing computer for 
both media selection and the clerical functions of 
estimating, billing, etc. 

• While the BBDO announcement has acceler- 


Despite slow acceptance of computer systems by advertising, 

'LINEAR programing orients media to mar- 
ket, doesn't replace human judgment' — Herb. 
Maneloveg, BBDO's v. p. in charge of media 


alcil agenc) interest in computers to 
the point of top-priority thinking, the 
human element of competition and a 
natural resistance to change have ef- 
fected the mosl vigilant watch-and- 
uait atmosphere since the early days 
of television. No other agency cur- 
rently is using, or has announced its 
intention of using, the BBDO linear 
programing system for media selec- 
tion. But sponsor learned last week 
that several major agencies have the 
system under serious consideration. 
Said one shrewd ohserver: "Every 
agencx in the $10 million or more 
(lass is like a worm in hot ashes." 

• At present only two agencies 
have computers of their own. Young 
& Ruhicam has a full magnetic tape 
processing system for billing and 
business documentation (i.e.. esti- 
mates, contracts, orders), and Leo 
Burnett. Chicago, has a disc file mem- 
or) system of limited computational 
ability. Both the fearful initial cost 
and the bewildering multiplicity of 
available programing systems (e.g., 
linear, non-linear, dynamic, integer. 
quadratic — each accounting for a dif- 
ferent class of mathematical relation- 
ships) have been tough barriers in 
delaying conversion to EDP. 

• At present four agencies — J. 
Walter Thompson, Ted Bates, Danc- 
er-Fitzgerald-Sample and McCann- 
Erickson — are probably on the brink 
of using computers for data process- 
ing in radio tv spot busing. Some 
mav be using the services of such 
standardizing computer houses as 
Central Media Bureau. 

• Broadcasters and reps, though 
familiar with computers in a general 
sense, are notably unaware of the 
facts about (not to mention the sig- 
nificance of) the BBDO operation, 
even more in the dark about their 
place in the computer picture. The 
industry-wide speculation generated 
li\ the 1 As meeting in November has 
now dwindled to a trickle, less from 
interest than from dearth of under- 
standable information. 

• Agency media personnel, those 
most vitally concerned with conver- 
sion to computers, have limited their 
outside comments to quips on ex- 

pendability. But in any industry au- 
tomation, however minor at the out- 
set. personnel upheaval is inevitable. 
The most obviously affected, say com- 
puter experts, would be clerical and 
estimator people. At the same time, 
they add. more marketing experts 
will be needed. 

• And finally, but most signifi- 
cantly: in spite of the comparathelv 
slow acceptance of computer systems 
by the advertising industry, most top 
agency men are privately conceding 
that in three to five years the entire 
media field will be revolutionized by 

Critics of BBDO have been many 
and vociferous over the past two 
months. Reaction to the linear pro- 
graming operation has ranged from 
some agencies' contention that com- 
puters can never hope to equal hu- 
man judgment in selectivity to some 
sophisticated advertisers' contention 
that computer selection is no differ- 
ent from hand selection. BBDO, 
while agreeing in principle that com- 
puters are programed to solve equa- 
tions by the same mathematics as 
manual methods — only better, faster 
and with more "fairness" to media — 
contends that too many eyes are on 
the wrong target. 

"There's such a fascination with 
media selectivity," says Herbert 
Maneloveg. BBDO's vice president in 
charge of media, "that the real tar- 
get is being lost sight of. The real 
target is a marketing concept. When 
a solution comes from a computer it 
is not an answer. It is a direction. 
And this direction poses three ques- 
tions: Does it make sense? Does it 
make enough sense? How can it 
make more sense? These vital ques- 
tions are related not to numbers in 
the machine but to an overall mar- 
keting problem." 

In his initial presentation to the 
4A's. Maneloveg stressed the market- 
ing concept. 

"Marketing knowledge has grown 
rapidly," he said, "and an agency is 
only as successful as its ability to 
explore and interpret that knowl- 
edge. \\ e now know or possess capa- 
bilities of knowing more and more 


29 JANl \K> 1902 

the signs point to machine revolution in media-market field 

about the customers of the products 
we advertise. We can ascertain where 
these buyers live, what is their make- 
up, how much they buy of the brand 
in terms of heavy users, light users, 
and medium users. We are learning 
to break out the repeat purchaser 
from the infrequent buyer. We de- 
termine seasonality patterns and can 
plot advertising to sales ratios by dis- 
tricts and regions. We have a firmer 
fix on the patterns of our competi- 
tors. Within a household or an in- 
dustry itself, we are learning not 
only who makes the purchase but 
who initiates the purchase and, hope- 
fully, what they buy. All this data is 
within our grasp. We must make 
sure that we always reach out for it. 
Not only for the large accounts but 
for the small ones as well. 

"Once the client and his agency, 
in concert, delivers this marketing 
direction, once they can numerically 
document the demographic and geo- 
graphic pattern of their consumers. 
and can place a weighted value on 
these people, the job of the media 
man takes on new meanings. I hold 
no beef against the creative, judg- 
mental media purchase. BBDO has 
had its share of them and will have 
many more. But I'll be darned if I 
want to make the buy and have 40 
or 50% of it going to unlikely cus- 

Linear programing in essence. 
Maneloveg maintains, is a speeded up 
method of totally orienting media to 

Just how does linear programing 
accomplish this giant task? Accord- 
ing to Dr. Clark Wilson, BBDO's 
vice president in charge of research, 
and Dr. David Learner, associate di- 
rector of research, you take everyday 
media scheduling procedures and 
translate them into mathematical 
language, thereby making available 
a whole kit of tools, specifically linear 
programing techniques. In a simpli- 
fied step -by -step procedure, the 
BBDO-linear programing operation 
works as follows: 

1. The input, or basic resource, in 
developing any media schedule is 
money. This money must be divided 


Here's how linear programing works 

Everyday media scheduling procedures are translated into 
mathematical language. Here are steps in using computer: 

1. MONEY must be divided among a wide variety of advertising 
units, i.e., 60-second spot, 20-second spot, I.D., magazine page, etc., 
each considered separately. There are many alternative units for 
a single medium. Determining these units depends on next step. 

2. MARKETING STRATEGY of the product is developed into a 
profile. This is stated in terms of population groups toward whom 
advertising will be directed, e.g., sex, age, county size, income, 
etc., translated into households or individuals, thus giving you the 
people you WANT to reach. 

3. DESIRED AUDIENCE is also defined in the marketing profile. 
Each advertising unit must now be analyzed to determine the size 
of the audience, thus giving you, in addition to the people you 
want to reach, the people you WILL reach. 

4. COST BREAKDOWN is now to be readied. This, of course, in- 
volves thousands, even hundreds of thousands of units, since your 
compilation will consist of the dollar cost of each unit. 

5. QUALITATIVE VALUE of each advertising unit must now be 
evaluated. This, though subjective, intends additional effective- 
ness, evaluation of human judgments, usually by ratings. These 
ratings are then summarized and scaled mathematically. 

6. WEIGHTING the marketing profile against the audience profile, 
then weighting the result of this against your qualitative judg- 
ments, is your next step. Final result is called rated exposure 
units, which are maximized within the restrictions (environmental 
and judgmental) which express limitations on the way a budget 
is allocated. 

7. ALL DATA thus far gathered are put into specific format and 
fed to computer, which then gives you a primary result, i.e., basic 
schedule, and three auxiliary results: substitution values, sensi- 
tivity of the data, and sensitivity of restrictions placed on problem. 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM [iiiiiiiiiiiiiiiiiiiiii 


29 JANUARY 1962 


Industry questions loom: How profoundly will broadcasters be 

or allocated among a wide variet) of 
advertising units. By definition, an 
advertising unil is anj Bpace or lime 
unit that should be considered as 
potential for a final schedule. You 
want to determine how many of each 
of these advertising units to buy. 

And Bince there are man) alternative 
time units for a single television or 
radio station, and main alternative 
Bpace units lor a single newspaper or 
magazine, each unit is considered as 
a separate advertising unit. As a re- 
sult, if there are two hundred televi- 
sion stations to he considered, for 
example, and a 60-second announce- 
ment. 20-second announcement and 
10-second I.D. is possible for each, 
then you would have a total of 600 
advertising units for television alone. 
2. The determination of what ad- 
vertising units to consider are nec- 
essarily dependent upon the market- 
ing strategy of the product for which 
the media schedule is being devel- 
oped. This product's marketing strat- 
egy must be stated in precise terms 
of the population group or sub- 
groups toward whom the advertising 

will be directed. Such categories as 
sex, age, education, county size, re- 
gion, income, family size, etc., are 
appropriate. \\ ith this marketing 
profile in hand, it is only a step to 
translate it into the number of house- 
In ilds, or better yet, the number of 
individuals in each of the categories. 
Thus \ou have the people you want 
to reach. 

3. But this marketing profile, in 
addition to defining the market, also 
defines a desired audience. Each 
advertising unit must now be ana- 
lyzed to determine the size of its au- 
dience. It is generally assumed, by 
today's profiling, that audience and 
users of the product are the same 
people. Though open to question, 
this assumption must continue to be 
used until something better comes 
along. And so, using the same cate- 
gories as you just used in your mar- 
keting profile, you now have not only 
the people you want to reach but the 
people you will reach. 

4. You're now ready for a total 
cost breakdown. This, of course, in- 
volves thousands, often hundreds of 

thousands of units, since your com- 
pilation will consist of the dollar cost 
of each advertising unit. 

5. With your marketing, audi- 
ence, and cost compilations com- 
pleted, you now must make an evalu- 
ation of the qualitative value of each 
advertising unit. This, while subjec- 
tive, intends additional effectiveness, 
and such factors as area climate, 
copy objectives, station image, color 
quality in print, etc., are all evalu- 
ated. For example, a dozen experts 
(media planners, account managers, 
client, etc.) might be asked to evalu- 
ate each advertising unit on, say, a 
10-point scale of effectiveness. Their 
judgments are to be made on each 
advertising unit independently, with 
no consideration of cost or audience 
size. These ratings are then summar- 
ized and scaled, mathematically. 

In relating these qualitative values 
to their mathematical equivalents, 
Darrell B. Lucas, professor of mar- 
keting at New York University and 
a consultant during BBDO's develop- 
ment of linear programing in media, 
observes: "What is the value of so 

CONTROL PANEL of C-E-I-R's giant IBM 7090 computer, which may soon be processing spot broadcasting data for several agencies. Central 
Media Bureau is one of new processing firms. L-r: Kenneth Schonberg, CMB pres.; Mrs. Lois Hirst, v. p., and sec'y.; William Sloboda, exec. v. p. 



29 JANUARY 1962 

affected? What happens to agency media department staff? 

DR. CLARK L. WILSON, v.p. in charge of 
research, BBDO: 'Purpose of the whole thing 
is to get the most advertising for the dollar' 

DR. DAVID LEARNER, assoc. dir. of re- 
search, BBDO: 'Linear programing opens up 
world of ways to solve scheduling problems' 

ment feels that, on the basis of past 
consideration, at least $2,100,000 
should be spent on this medium. This 
is their judgment and can be ac- 
counted for in the problem formula- 
tion — must be accounted for. At the 
same time, other judgment restric- 
tions in this particular product prob- 
lem might be: spend at least $900,- 
000 on nighttime tv shows; buy no 
more than 117 commercials in tv 
show No. One; buy at least two back 
covers on magazine No. Three. 

These kinds of restrictions can ac- 
count for all the decisions that man- 
agement would like to build into the 
problem. One problem that may 
arise, Dr. Learner hastens to point 
out, relates to over-restricting the 

magnificent a mathematical formula- 
tion if it still has so much in it that 
is subjective? It seems to me that 
there are two worthy answers to that 
question. In the first place, it forces 
us to systemize our thinking, and to 
quantify those vague values which 
have been both our weakness and our 
protection in the past. Secondly, the 
use of this procedure enables us to 
make the utmost gain from such facts 
as we already have; and we do have 
some substantial facts." 

6. Comes now a three-way weight- 
ing process. You take your market- 
ing profile, weight it against the au- 
dience profile, and weight the result 
of this against your qualitative judg- 
ments. The final result here is called 
rated exposure units, or REU. This 
rated exposure is the quantity that 
the agency wants to make as large as 
possible for the entire schedule. This 
is called "maximizing," a result 
BBDO says cannot be achieved with 
manual methods. The linear pro- 
graming method" chooses that combi- 
nation of media that maximizes the 
rated exposure within the restrictions 
expressing real life limitations on the 
way in which a budget may be allo- 

These restrictions are both impor- 
tant and unavoidable. Basically, 
there are two: environmental and 
judgmental. An environmental re- 
striction may include anything from 

MEETING OF 4A's at New York's Roosevelt Hotel in November, where BBDO presented 
its many theory-to-reality arguments favoring a mathematical media selection via computers 

the advertisers' insistence that part 
of a network television program be 
bought, to budget limitations, to the 
fact that no matter how you slice it 
you can't buy more than 52 weeks 
in a given year. These restrictions 
are easier to translate into a linear 
programing framework than are the 
judgmental ones. 

Judgment restrictions express the 
way planners decide the money ought 
to be spent. These restrictions ex- 
press their own judgments based on 
experience and good practice. Since 
the environmental restrictions express 
the way the world is, Dr. Learner 
points out, the judgmental restrictions 
express the way it ought to be. For 
example : 

In terms of television, manage- 

problem so that there are no possible 
schedules within the restriction.- And 
since this is possible, the linear pro- 
gram can tell you which restrictions 
are the limiting ones and how they 
should be changed to allow feasible 
media combinations to appear. 

7. At last — enter computer. With 
all of the information thus far de- 
scribed now put into a specific for- 
mat — as dictated by the computation- 
al routine — the computer is fed, 
clucks away for four or five minutes, 
and . . . BINGO! You have' a re- 
sult. Or rather, two results. You 
have, first, a primary result; that is, 
the basic schedule — what, and how 
many, of each selected medium you 
should buy. But you also have three 
(Please turn to page 49) 


29 JANUARY 1962 


Names — not ratings — are key to sales for many clients 

SALES RESULTS at the retail adult-buying level are obtained by these name 'salesmen.' Robert Pauley (above I), pres., 
ABC Radio, discusses matters with Don McNeill, of 'Breakfast Club.' At CBS Radio, Bing Crosby (r) gets buying audience 



^ Penchant for buying by the numbers grows less as 
advertisers seek out creative merchandising 'extras' 

^ High-priced as well as low-priced items can be sold 
with effectiveness, 'sans' ratings, broadcast experts say 

em sales manager of CBS Radio 
Spot Sales, saw the situation : "Never 
has it been more important for the 
media salesman to understand the de- 
sired goal of the client. For then he 
can stress those values in the media 
offering — values that often lie outside 
the area of sheer numbers — that will 
enable the advertiser to achieve his 
goal, effectively and economically." 
Glazer said his organization always 
sought to look beyond the statistics 
and "match up what we have to sell 
with what the client wishes to accom- 
plish." He cited a number of success- 
ful examples such as the Magnavox 
Company, via McCann-Erickson, on 
all CBS Radio Spot Sales stations. 
"This is a case of a top-quality prod- 

lany of the buys in radio today 
are made on the basis of creative 
merchandising "extras" and not rat- 
ings, according to a SPONSOR survey 
made last week. 

Numerous instances were found 
where numbers buying was thrown 
out in favor of other criteria, notably, 
where clients purchased campaigns 
on the basis of creative merchandis- 
ing suggestions advanced by the sta- 

The survey revealed that those deal- 
ing in nickel-and-dime items, as well 
as those pushing upper income prod- 
ucts, frequently regarded the type of 
audience as infinitely more important 
than the mere number of listeners. 

This is how Ralph F. Glazer, east- 


uct aligning itself with prestige pro- 
graming in order to reach that mar- 
ket element in which it is interested." 
Glazer said. "They purchased ad- 
jacencies to the broadcasts of the 
N. Y. Philharmonic and news." 
Glazer also gave the example of S. H. 

RALPH F. GLAZER, eastern sales mgr., CBS 
Radio Spot Sales, says there are numerous 
values outside the area of sheer numbers 


Kress Co., via C. K. Kondla Advertis- 
ing, which bought a schedule on per- 
sonality shows on KNX, Los Angeles. 
They wanted the personalities as- 
signed to specific departments in the 
Kress stores. 

Still another example: Sally Han- 
sen Inc., via the Zakin Co., with a 
product called Hard-As Nails. Glazer 
said this is a sponsor with a small 
budget and with a sales story that 
doesn't fall into established patterns. 
They had the personalities ad-lib 
around a fact sheet. These names 
had acceptance at the retail and 
wholesale drug and food store level 
in their markets. They bought Paul 
Gibson, WBBM, Chicago; Phil Nor- 
man, KNX, Los Angeles; Craig Har- 
rison, KCBS, San Francisco, and 
Morgan Baker, WEEI, Boston. 

Yet another glittering example of 
buying for merchandising possibil- 
ities, according to Glazer, was the 
case of J. Nelson Prewitt, Inc., via 
Hanford & Greenfield, (Div. of 
Hutchins Advertising Co.) , for Matev 
(bubble bath for children) on John 
Trent's program over WCAU, Phila- 
delphia, and Morgan Baker. WEEI. 
Boston. Their on-the-air support with 
strong local-level merchandising were 
magnetic pluses for the introduction 
of this new product in specific areas, 
Glazer declared. 

Another example was given by Len 
Soglio, broadcast media supervisor, 
Hicks & Greist, who recalled that 
Fedders had bought an NBC Radio 
weather show. "What could be a more 
logical vehicle for advertising Fed- 
ders home air conditioners than one- 
minute spots on a weather show dur- 
ing the summer months?" Soglio 

U.S. Keds has successfully used 
radio programs aimed primarily at 
teen-agers to sell canvas shoes, ac- 
cording to Robert H. Boulware v.p. 
and assist, media director, Fletcher 
Richards, Calkins & Holden. "In this 
and other instances, it would be pos- 
sible to buy 'large numbers' if that 
were the one objective, but the effec- 
tiveness of selected programing is in 
the directing of commercial messages 
toward the most likely prospects," 
Boulware told sponsor. 

Industry figures also pointed to 
The Imperial Press Club, the com- 


mentary on world affairs sponsored 
by the Chrysler division of Chrysler 
Corp. for Imperial cars on the QXR 
Network in 26 top markets. It was 
reportedly one of the largest fm com- 
mercial contracts bought by Y&R for 
its client whose object was not num- 
bers, but selectivity. 

Thomas Dooley, sales manager of 
Adam Young, Inc., recalls that a 
fitting idea resulted in the purchase 
of all Adam Young stations ( regard- 
less of ratings) by Shulton (Old 

ing, air columnist. They get results 
for us. So it's 'radio relevance' — 
not just numbers — that counts." 

In the opinion of Margot Teleki, 
radio/tv time buyer, Reach, McClin- 
ton & Co., when it comes to buying 
radio time, it seems as though there 
are fewer numbers to resort to since 
most researchers concern themselves 
with tv measurements. "Despite this 
fact, however, more and more agen- 
cies seem to be considering ratings, 
shares of audiences or c-p-m less and 

H. V. KALTENBORN (seated) discussing Chrysler 'Imperial Press Club' with John Luter, 
pres., Overseas Press Club, and A. Maxwell Hage, pres. BER. Series was on the QXR Network 

Spice I via Wesley. Unusual stories 
were culled from the news wires and 
billed as The Spice of Life. This led 
into the Old Spice commercial. 

From the south, (WSJS, Winston- 
Salem, N.C.,) there are also examples 
of advertisers who do not buy by the 
numbers. Ray Dempsey, media super- 
visor of Long-Haymes Advertising 
Agency, told sponsor: "When we 
promote the Dixie Classic Fair, we 
want relevance, not indiscriminate 
numbers. We choose WSJS person- 
alities, particularly Harvey Dinkins, 
farm reporter, and Ada Red Brown- 

less in buying radio, ' Miss Teleki 

"In my experience at J. Walter 
Thompson working on the Ford 
Dealers Assn. account, we bought ra- 
dio without being too concerned 
about numbers. In this case, our ob- 
jective was to reach a predominately 
male audience. Numbers were not the 
paramount determinant. "The cover- 
age needed by the advertiser — as well 
as his budget in the given market — 
decides the choice between the larger 
coverage vs. the local station," Miss 
I Please turn to page 50) 



* WWLP's Bill Putnam 
pulls no editorial punches in 
his sizzling political battles 
with Springfield newspapers 

1 his year the Connecticut River city 
of Springfield, Mass., has a new may- 
or, Charles V. Ryan, a whole flock 
of new councilors and school com- 
mitteemen, and many new faces at 
City Hall. And the one man most re- 
sponsible for the political upheaval in 
last fall's Springfield elections is a 
tall, handsome Harvard graduate and 
ex-geology professor who broadcasts 
stinging editorials at the rate of four 
or five per week from his tv station 
atop nearby Provin Mountain. 

Even Rill Putnam's worst enemies 
(of which he has dozens) will admit 
this. He has been called "arrogant, 
difficult, a trouble-maker" by some of 
Springfield's leading citizens. His tv 
editorial boldness would shock and 
scare most conservative broadcasters. 

Rut the fact remains that William 
L. Putnam, 38-year-old president and 
general manager of WWLP (channel 
22), is a power in his community 
and a fascinating character in the tv 

To get Putnam's story, SPONSOR 
journeyed a couple of weeks ago up 
the frighteningly steep and ice-cov- 
ered road which winds up Provin 
Mountain. A mile below the summit 
where WWLP's transmitter, studios 
and office are located, the rented 
Hertz gave out, its wheels spinning 
aimlessly on the treacherous ice. 

In answer to a phone call Putnam, 
who has a reputation as one of the 
fastest, most hair-raising drivers 
around Springfield, came barreling 
down in a heavy station wagon to 
pick up your correspondent. 

As he turned and started back to- 
ward the top, he grabbed his car 
phone and shouted an order to the 
station. "Don't let anyone come down 
this mountain," he roared, "I'm com- 
ing up." 

In a sense this one sentence sym- 
bolizes both the Putnam character 



Excerpts from Putnam's editorials 

'NOW WE don't accuse anyone of crookedness — we believe the 
record of special tax treatment that the newspapers have gotten 
from the present administration speaks for itself. ... If there 
is nothing to be hidden, why should anyone object to a free 
and open inspection of this matter?' 

'IN 1958, we elected a new and 'courageous' mayor who has 
been loyally supported by the newspapers ever since. . . . Now 
let's see what happened to those newspaper-owned parcels of 
land in 1958. That year the assessed values were reduced by 
$218,000 and they received abatements of $292,700.' 

'Payroll padding ... a charge most vociferously denied by the 
present mayor who only a month later announced he was 
dropping 587 jobs from the public payroll. . . . [He] has changed 
his mind so many times on this matter that nobody can really 
be certain who was dropped and, more importantly, why.' 

'THE WATER commissioners have spent a vast sum making a 
fine color film of the water supply system of Springfield. . . . 
They talk about the doubled capacity of Provin Mountain 
reservoirs. . . . The only trouble is — the addition is far from 
completed, the contractor is in default, the reservoirs are leak- 
ing at an alarming rate.' 

eventually to his present role of red- 
hot tv editorializer began in 1950 
when he returned to Springfield as 
manager of the merchant's bureau, 
later manager of the industrial bu- 
reau of the city's Chamber of Com- 

With the help of his father and 
some 25 other prominent citizens he 
organized the Springfield Television 
Broadcasting Co. in 1951, received 
his construction permit in 1952 (one 
of the first given after the freeze), 
and went on the air with WWLP in 
March 1953. 

If the Putnam story contained 
nothing more than a record of how 
a uhf outlet can be operated as a 
steady money-maker, it would be of 
considerable industry interest. 

But an even more significant as- 
pect of Bill Putnam's life began in 
the summer of 1959 when he started 
to editorialize regularly. 

"To understand our editorializing," 
says Putnam, "you've got to under- 
stand the situation here in Spring- 
field. We have two newspapers, both 
owned by the same (Bowles) inter- 
ests, and both reflecting the same 
editorial viewpoint on civic affairs. 
They also own 50% of our tv rival 
and actively promote the station in 
both papers. 

and the entire Putnam story. 

Born in Springfield of a blue-blood 
New England family (he's related to 
a whole flock of famous Lowells — 
James Russell, Amy, Percival, A. 
Lawrence) Putnam entered Harvard 
with the class of 1945, but left in 
February 1943 to enlist in the 86th 
Mountain Infantry in Colorado. 

Mountaineering, then as now, is 
one of his major passions and hob- 
bies and he served as a company 
commander of mountain troops in the 
Italian campaign, winning the Bronze 
Star, Silver Star and Purple Heart. 

Returning to Harvard, he gradu- 
ated in 1948 and spent the next two 
years in the somewhat unlikely post 
of geology instructor at Tufts Col- 

The road that was to lead him 


29 JANUARY 1962 


"All of this place- us in tin- posi- 
tion of being "the other guys,' the op- 
position. \nd that's really a great 
advantage to us. It gains us a lot of 
sympalhs and a lot of attention for 
what we Bay." 

\\ \\ LP's editorials spearhead the 
station's extensive local programing 
(nine hours a day on week-days, less 
on week-ends i and all are delivered 
by Putnam himself. ''We tried hav- 
ing special editorial people. " he >a\-. 
"but I found that they tended to get 
chicken about really coming to grips 
with issues." 

No such charge could possibly be 
leveled against Bill Putnam's own edi- 
torial output. Last spring when he 
was waging a furious campaign to 
expose padding in the city payrolls 
he was publicly labeled a "cheap 
demagogue" by Springfield s Mayor 
O'Connor and received many anony- 
mous threatening letters and phone 

Putnam takes such things in stride. 
"I went on the air and talked about 
the lack of guts in people who refuse 
to sign their names or identify them- 

He writes or dictates everv word of 
his editorials which run two to four 
minutes in length. He says his meth- 
od is first to jot down an idea on a 
slip of paper which he carries around 
and mulls over for several days. He 
does most of his own research, check- 
ing with experts on special subjects. 
He rarely delivers an editorial on the 
same day he writes it. believing that 
be gets better perspective by sleeping 
on an idea. 

When an editorial is in final form. 
however, he sticks meticulously to the 
script. ("You take terrible chances 
with ad libs.") His week's stipend of 
four or five editorials is taped in one 
session at the station. 

One of the most interesting of Bill 
Putnam's theories of editorials con- 
cerns the time in which thev should 
be run. 

Originally he scheduled them once 
a day at 6:10 p.m. immediately pre- 
ceding Huntley-Brinkley. Almost by 
accident one of them was repeated 
one night in the five-minute slot pre- 
ceding Jack Paar. and Putnam savs 
he discovered that "you pet a much 
(Please turn to page 51) 



^ Lengthier informational time-blocks are spreading, 
accompanied by heavy sponsorship, in some cases SRO 

^ 'Pulse' show of WTVT (TV), Tampa, pioneer in 
field, stresses flexibility, continuous updating of stories 

r\ trend toward expanded news 
and weather telecasts on the local lev- 
el appears to be in the making. 

At least seven stations currently 
present one solid hour of informa- 
tional material nightly, including 15 
minutes of network world news. An- 
other four outlets are known to as- 
semble 45 consecutive minutes of this 
programing category each evening, 
again including 15 network minutes. 
A number of other stations have re- 
quested tapes and information from 
those stations that employ this tech- 
nique, and are looking toward a 
similar move. 

Probably the initial foray into this 
spreading format was the work of 
WTVT (TV), Tampa-St. Petersburg. 
That station's Pulse show had its de- 
but back in November 1956. Run- 
ning Monday through Friday, it takes 

in world, regional, and local news, 
sports, and weather, locally produced 
from 6 to 6:45 p.m., with the next 
15 minutes devoted to CBS TV's 
Doug Edwards and the News. 

And in that same Tampa-St. Peters- 
burg market, where the citizenry evi- 
dently appreciates being kept fully in- 
formed, WFLA-TV this past fall 
launched a daily 6-6:45 information- 
al block known as Channel 8 Reports, 
immediately followed by 15 minutes 
of Huntley-Brinkley news from NBC 

Another hour-long informational 
block that got underway this fall is 
The Big News of CBSo&o KNXT, 
Los Angeles. The locally-produced 
portion of the show runs from 6:30- 
7:15 p.m. nightly, followed by Doug 

WTVT conceives of its Pulse show 

CONTINUOUS COVERAGE treatment went to recent serious flood in Tampa throughout 
45 minutes of 'Pulse' program on WTVT (TV) there. Live cameras, remote crew fed fresh 
developments to audience. Loose format is maintained to allow heavy coverage for key stories 


29 JANUARY 1962 


as "a newspaper in continuous pub- 
lication," as one station official puts 
it, meaning that after presentation of 
a given story, further developments 
in that story can be aired later within 
the same program. 

Thus, though the show has a basic 
news-sports-weather-editorial format, 
flexibility is maintained so that extra 
time can be made available for out- 
standing stories, whatever their cate- 
gory, by cutting other sections of the 

The weather, for example, usually 
comes on about 6:30, but if serious 
weather conditions exist, that story 
is treated at the opening of the show 
as well as in weather's regular seg- 
ment, and if considered necessary, 
the weather section is expanded. Ex- 
treme measures were taken when 
Hurricane Donna threatened Florida 
last year — it engulfed the entire 
locally-produced portion of Pulse. 

The Pulse format, always subject 
to change depending on how the news 
breaks, runs this way: Opens with 
capsules of top stories from each 
category; follows (6-6:15) with 
world, regional and local news (with 
emphasis on regional and local since 
15 minutes of world news comes from 
the network to end the hour) : sports 
and fishing news are earmarked for 
the 6:15-6:25 segment; the weather 
is covered from 6:25-6:35: while an 
editorial and recap fill the 10 min- 
utes prior to Doug Edwards. Five 
minutes are held in abeyance to in- 
sert wherever they are most needed. 

To produce so lengthy a block of 
informational programing, and keep 
it interesting, is no routine accom- 
plishment. Bill Hinman. associate 
media director at Lambert & Feasley, 
feels this kind of program, if well 
handled, can be beneficial both for 
viewer and advertiser, but he takes a 
long look before investing because 
of the inherent danger of tedium. 

Phillips Petroleum, an L&F client, 
sponsors the 6-6:10 p.m. news seg- 
ment of Pulse, Monday. Wednesday 
and Friday. According to Hinman. 
WTVT solves the program-length 
problem primarily by establishing an 
effective continuity among the vari- 

How advertisers use WTVT's 'Pulse' show 

Client Segments sponsored Techniques and comments 



6:15-6:25 p.m. 

Lead-ins to commercials are al- 
ways fully integrated with sports 
news that precedes them. Sports 
director "Salty SoV' Fleischman 
usually delivers client's copy live 



6:10-6:15 p.m. 
Tues. & Thurs. 

Client finds association with pro- 
grams more beneficial than sep- 
arate spots. Buys news because 
of big audience, client says 



6-6:10 p.m. 

Wants to be identified with well- 
handled netvs programs. Is wary 
of lengthy informational blocks 
because of danger of tedium, but 
will participate if show manages 
to rise above problem. In addi- 
tion to WTVT, client has bought 
like show on KHQ-TV, Spokane 

store in St. 
Petersburg, Fla.) 

6:25-6:35 p.m. 
Tues. & Thurs. 

Ties copy to weather conditions. 
For example, if approaching rain 
is to be mentioned in the weather 
report, this client's copy will 
drvell on such merchandise as 
umbrellas, raincoats, rubbers, 
etc. And this merchandise, in 
turn, will be featured in store 

ous types of news. (Phillips also par- 
ticipates in a lengthy information 
program assembled by KHQ-TV, 
Spokane, which does not tie the vari- 
ous news categories together in the 
manner used by WTVT, according to 
Hinman, but he finds the presenta- 
tion smooth.) 

Among the techniques employed 
by WTVT to arrive at the "continu- 
ity" cited by Hinman is what the sta- 
tion calls its "continuing coverage 
principle." A story introduced, say, 
at the start of the show may put in 
several subsequent appearances be- 
fore the locally-produced 45 minutes 

are up. It may be that new develop- 
ments in that story take place during 
air time, in which case if considered 
important enough, they will be in- 
serted orally regardless of what seg- 
ment of the show they interrupt, and 
if new film can be processed in time, 
the viewers will get a visual rendi- 
tion of late-breaking occurrences. 

Among the events the unfolding of 
which the program has covered 
while on the air: evacuation of fami- 
lies before an onrushing flood; es- 
cape of prisoners from a nearby road 
camp and police action that included 
(Please turn to page 52) 


29 JANUARY 1962 


/ >~ 

DISCUSSING DAY'S WORK are Roily Bester (c), Bates' radio/tv casting die, with (I to r) Nancy Fields, children's casting dir., Evangeline 
Hayes, in charge of "attractive" models; Mardie Madden, fashion coordinator (hidden); Ann Sorg, casting dir. for announcers, spokeswomen 


^ Sometimes, says agency, you have to go to college or to the local puh to 
round up fresh talent and new faces to add a touch of realism to tv commercials 

I ed Bates, whose approach to tv 
commercials has succeeded, on occa- 
tion, in raising a few eyebrows along 
Madison Ave., eased the tuition bur- 
den last spring of a handful of Uni- 
versity of Florida students. Altruism 
had nothing to do with it: it was, 
pure and simple, a business transac- 
tion involving the making of a new 
video commercial for Bates' Dentyne 

The deal proved fruitful for all con- 
cerned. To Bates it brought new 
lustre to its chewing gum commercial 
via a crop of fresh young faces (well 
endowed with toothsome smiles I, and 
to the collegians an unexpected, albeit 

REAL-LIFE commercials are favored by 
Bob Margulies, Bates v. p., commercial prod. 

fleeting, brush with fame and some- 
thing of a financial bonanza. 

Bates' trek South to Gainesville, 
Fla. — the university site — to round- 
up fresh new appeal for the gum 
account's newest push, stems from a 
recent agency decision to inject a shot 
of "reality" into its commercials. In 
line with this plan the agency's cast- 
ing department put into operation an 
all-out project to bring before its 
cameras fresh talent and new faces. 
And since the filming early last 
spring of the Dentyne commercial on 
college grounds. Bates has been suc- 
cessful in filling their tv commercials 
with at least half a dozen new faces. 



29 JANUARY 1962 

Since no stone is left unturned in the 
hunt for the "right" person to add 
the right touch of reality to a com- 
mercial, the prowl would often lead 
to unlikely places. 

A bartender, for example, was 
plucked right out of a Manhattan pub 
for a shaving cream ad because he 
looked like a "regular guy" and 
seemed to have the easy, natural man- 
nerisms which would add appealing 
realism while he shaved. 

The concentration of efforts in this 
new direction began boiling up in 
earnest at Bates about a year ago. 
There is some feeling in the trade that 
the endeavor was triggered by the 
spate of criticism which has, in the 
past, fallen upon certain Bates com- 
mercial creations. 

Roily Bester, an ex tv commercial 
spokeswoman who "walked through 
the mirror to the other side of the 
camera'' to head up, early last year, 
the casting department at Bates, how- 
ever explains this new leaning to- 
wards realism like this: "television," 
she says, "has simply reached a bore- 
dom barrier. People are tired of the 
same old commercials and we're 
merely trying to break down this 

It was Mrs. Bester's idea to put 
college students to work in the Den- 
tyne commercial. The commercial 
called for the depiction of young peo- 
ple engaged in outdoor sports with a 
college campus setting. Her reason- 
ing: why hire actors or models to 
portray a scene that the college kids 
could do so well by merely playing 

The University of Florida was se- 
lected because it offered the rare com- 
bination sought by the casting de- 
partment: the setting was properly 
collegiate and the climate mild 
enough to facilitate outdoor filming 
(there was still snow on the ground 
up North). 

Once the decision was made to do 
the commercial there, the production 
of the sequence went along with rela- 
tive ease, says Mrs. Bester. A film 
crew was dispatched to the university 
and notices asking for students with 
"good teeth" were posted on campus 
bulletin boards. 

The turnout, reports Mrs. Bester, 
was excellent. No sooner had word 

that the agency was paying handsome 
fees for "talent'' made the college 
grapevine rounds, than agency people 
found themselves confronted by 
queued-up groups of anxiously smil- 
ing applicants. 

The direction and subsequent film- 
ing went along without too many in- 
cidents, says Mrs. Bester. Although 
working with rank amateurs poses 
generally a few problems not encount- 
ered with the seasoned veteran, in the 
case of the Dentyne commercial, 
everything went off well. The stu- 
dents portrayed themselves with prop- 
er realism and the Dentyne commer- 
cial turned out to be a pleasant and 
easy sell, she recalled. 

The aforementioned new face which 
Bates brought before their cameras 
for their Palmolive Rapid-Shave com- 
mercial is that of Joe Mayo, a bar- 
tender in New York City's Michael's 
Pub. Mayo was discovered by Mrs. 
Bester while she and her husband 
were enjoying a night out. 

Observing the ease (and his rugged 
natural good looks) with which he 
handled the people seated around his 
bar, Mrs. Bester felt that here was a 
realistic "shaver" for their video ad. 
After an interview with the man, Mrs. 
Bester was convinced he was the right 

Coaching the bartender required 
a bit more patience than would have 
been necessary with a seasoned per- 
former, but it paid off, according to 
Mrs. Bester. (Since his Rapid-Shave 
debut Mayo has made several other 
commercials for other agencies.) 

Another new face which Bates in- 
troduced to television viewers is that 
of Michel Burke, a dancer. Miss 
Burke was recruited for the Drome- 
dary Scone commercial — a commer- 
cial which called for a good deal of 
facial expression as well as agile and 
expressive body movements. 

Mrs. Bester reasoned that a 
dancer trained in the art of modern 
ballet — a form of the dance which is 

Here are some 'new faces' found by Bates 

AMONG the new faces introduced to 
tv viewers by Bates' commercials are 
Michel Burke, (above) former dancer 
who made her debut as the Drome- 
dary Scone girl; bartender Joe Mayo 
who was plucked out of his bartending 
chores at Michael's Pub in Manhattan 
to shave on camera for Rapid-Shave 
(the harem girl is Stephanie King who 
also got her start at Bates on another 
account); Marlene Braun (I), U. of 
Florida student, Dentyne performer 


29 JANUARY 1962 


devoted mainl) to these expressive 

qualities would be ideal for pro- 
jecting a contagious appeal for the 
food product. Mi-> Burke went over 
so well in this commercial she is now 
under contract to National Biscuit 
and is identified as the Droinedarv 
girl in the company's print ads as 
well as on tv. 

The search for new faces which 
has kept the Bates casting department 
bus) scanning faces in crowds, in 
schools, at night clubs, etc., doesn't 
mean that the services of professional 
models and actors arc being ruled out 
there. There- room, says Mrs. Bes- 
ter, for all types of people in putting 
together a commercial. 

In an effort to put the finger on 
just the right person, at the right 
time, the casting department under 
the supen ision of Mrs. Bester has 
undergone a -cries of changes. For 
one thing, a complete file card system. 
"something like an IBM thing." she 
explains, was worked out and put 
into effect. \\ hile not complete, the 
file card system makes it possible for 
the department to pull out. in a mat- 
ter of minutes, the names of all avail- 
able possibilities for a certain type 
of commercial. 

The card lists 81 qualifications in 
detail (e.g., exotic, rugged hands, 
male model, character woman, insti- 
tutional, fat, smokes to name a few) 
and eliminates countless hours of 
work needed formerlv to locate, in a 
reasonable time, the types of persons 
needed for a specific commercial. A 
complete photo department has also 
been added to the department as well 
as a library of film tests. 

A new screening room was built, a 
separate audition room and a closed 
circuit s\stem was installed, piped in- 
to 40 offices. 

The handling of the casting depart- I 
ment work was divided into separate f 
divisions and put in charge of man- 
agers. Evangeline Hayes, formerK 
of Warwick & Legler was put in 
charge of attractive models; Nancy 
Fields, a former secretarv of the de- '• 
partment. was made children's casting 
director; Ann Sorg who worked in 
the department as assistant, was put 
in charge of announcers and spokes- 

(Please turn to page S3 I 


^ Importer of canned Italian foods moves from small 
groceries to supermarkets, relying heavily on am medium 

^ Radio reaches housewives appreciative of Italian 
cuisine and assures them that they get the real thing 

LOU GOLDMAN, pres., Durand Adv., sees 
radio as the medium to do a big job for Pope 

" his week, the radio campaign on 
behalf of Pope brand imported Ital- 
ian canned food specialties moves in- 
to Philadelphia and Tampa, Fla. 

Beginning as a small importer 
I circa 1920) that dealt solely with 
Italian grocers in the New York met- 
ro area, M. DeRosa, Inc. lIMt. Ver- 
non, N.Y.), with radio as its key 
medium, has elevated Pope brand 
foods to a strong competitive posi- 
tion in the supermarkets there. While 
continuing its New York radio cam- 
paign. DeRosa graduallv has been 
selecting new markets to conquer — 
distribution now takes in nine states 

relying heavily on radio to solidify 
the infiltration. Ibis approach has 
brought Pope sales increases in the 
neighborhood of 15% per annum for 
the last decade, a company spokes- 
man reports. 

The tide turned for Pope in the late 
forties. According to the company's 
secretary-treasurer, Thomas DeRosa, 
one large factor was the return of 
G.I.'s who were charmed by Italian 
cooking during their tour of duty in 
that country during World War II. 
He also cites the ever-grow inn How of 
American tourists to Europe, and the 
great popularity of Italy and its cui- 
sine with these travelers as another 
significant contributor to Popes en- 
hanced position. 

At any rate, with large segments of 
the American people appreciative of 
authentic Italian cooking, and anx- 
ious to have it at home as well as 
during occasional trips to Italian res- 
taurants, the scene was set for Pope 
to widen its scope. 

Architect of the Pope media strate- 
gy throughout most of this growth 
period has been Durand Advertising. 
New York. Agency president Lou 



29 JANUARY 1962 


Goldman, husky former quarterback 
for the U. of Arizona, relates that 
"radio is the one medium in which 
Pope can do a big job, on its modest 
budget, especially in promoting more 
than one product category." Approxi- 
mately 90% of the Pope ad budget 
has been going into radio. 

Pope can meet its larger competi- 
tors on more or less equal terms in 
radio, whereas in newspapers the cli- 
ent risks being dwarfed, states Gold- 
man. Expanding on this, Goldman 
points out that $1,000 invested on 
WNBC or WMCA. New York, which 
currently carry the Pope message. 
buys about 20 to 25 announcements, 
while the same amount is good for a 
mere one-fifth to one-fourth of a 
page in the full run of the N. Y. Daily 
News. Pope tests the pulling power 
of its media via recipe book offers. 
It has found WNBC, WMCA, and the 
Daily Netvs to be top pullers in New 

In addition to being able to make 
a bigger noise in radio. Pope has 
benefited from merchandising tie-ins 
made possible in that medium. The 




Why Pope pours 90% of budget in radio 

For a $1 ,000 ad outlay in New York, Pope gets : 

20-25 spots 

Pope can obtain frequent im- 
pressions on radio and match 
its larger competitors within 
that medium. Ability to pur- 
chase a large quantity of an- 
nouncements within its limited 
budget allows Pope to plug 
several products. 

Daily News 
Only one-fifth to one-fourth page 

In this medium, Pope must be 
content with one exposure, and 
faces dwarfing by well-heeled 
competitors able to buy more 
and larger advertisements. With 
but one ad to show for its 
money, Pope must be content 
to plug but one product. 

POPE tests media via response to recipe book offers. Client has found WNBC, 
WMCA and The Daily News top pullers in their respective fields in New York 


Durand agency seeks out stations that 
furnish merchandising extras, such as 
display space in supermarkets and 
mailings to the trade publicizing 
Pope's radio exposure. 

Another important element of 
Pope's radio strategy has been to 
look out for opportunities for more 
or less exclusive live presentations by 
radio personalities. This not only 
gives Pope the believability that 
comes from live delivery by popular 
radio personalities, but it also heads 
off competitors from gaining this ra- 
dio extra, points out Goldman. 

Currently Pope is featuring toma- 
toes with tomato paste and basil leaf 
in its radio commercials. The slogan 
is, "Don't just hope; be sure with 
Pope,'' meaning that for authentic 
Italian tomato sauce the housewife 
can count on this product which con- 
tains just about all the elements she 

Following the slogan, delivered via 
e.t. jingle, the announcer's live copy 
picks up, assuring the women they 
can come up with real Italian sauce 

by heating this product for 56 min- 
utes — alleviating the widespread fear 
that such a delicacy would require 
hours of cooking. 

With this product, Pope is selling 
against the already-prepared Italian 
canned dishes, which include sauce. 
Pope strikes a middle-ground, provid- 
ing all the elements for sauce in the 
same can; it's not a heat and serve 
operation, but it does not require the 
hours of cooking that would be need- 
ed if one started from scratch. 

On the strength of its radio-induced 
rise, Pope over the past couple of 
years has introduced several new 
products to its line. Among these are 
Lobster sauce (Fra Diavalo). zuc- 
chini (a green vegetable), and esca- 
role soup. 

From time to time tv has been en- 
listed in the Pope cause, and more is 
forthcoming on its behalf. The Dur- 
and agency has created a new ani- 
mated tv commercial which it plans 
to launch shortly in Tampa, followed 
probably by a New York opening in 
time for the Lenten season. ^ 



WTRF-TV ££» 

"WTRF-TV? - 

IOC YEARS ACO, people were 
g the country in wagon 
trains. Today, we shoot a 
rocket into space at 25.0CO 
miles an hour. Nobody watches, 
all home watching 
"Wagon Train." 

wtrf-tv Wheeling 
THE PUBLIC? Want them to get all worked 
up over fall-out? lest let it interfere with 
their TV reception. 

Wheeling wtrf-tv 
Knight copped first place in the NBC Promo- 
tion Manager's Contest for the third con- 
secutive year. That makes ten 'first place 
wins' for WTRF-TV in National Promotion 
competitions. More proof that WTRF-TV is 
your top promotion station? Just let Holling- 
bery place your next advertising schedule and 
you'll get more proof. 

wtrf-tv Wheeling 
STATUS SYMBOLS' Is it wine, women and 
song' Or is it Metrecal, the same old gal, 
and "Sing Along With Mitch"? 

Wheeling wtrf-tv 
BACKWARD COUNTRY! This is a modern 
fable about a Himalayan named Singh. He 
loved to mitch — which, in his native tongue, 
meant to si j_ A U. S aid program helped 
his country to establish a television station 
and one of the hit shows was "Mitch Along 
With Singh." 

wtrf-tv Wheeling 
TV SWITCH to the show biz slogan: The show 
must go off! 

Wheeling wtrf-tv 
(RED EYED SET.' J] rite lor your frameable 
set of WTReffigics, our ad-world close-up 
serie< n 



BEST BY TEST (or '62! 

it's a "Joe" Rahall Station— 


-First in Hooper and Pulse 
Sam Rahall Manager 


.now 5000 watts 
First In Hooper and Pulse 
"Oggie" Davie a, Manager 


-First in Hooper and Pulse 
Tony GonzaleM, Manager 


— First in Hooper 

John Banxhoff, Manager 


-"Our New Baby*' 
Sam Dfewey, Manager 


Nationally by ADAM YOUNG 

Philadelphia Rep: 

Paul O'Brien— 1713 Spruce St., Phila. Pa. 



Media people I 

what they are doinu 

and saying 


Bob Buckbinder of the Zakin Co. discussed the future of 
color television with station men at the Pen & Pencil last week. 
He felt that, in spite of recent announcements, the mass sale of 
sets is a long time off. "I won't believe in color tv until I see it in 
black and white," Buckbinder commented. 

Bob Syers of BBDO, lunching at Vincent and Neal's Hampton East 
with San Brownstein of the Prestige Representation Organization, talked 
about the young man, fresh out of Columbia, who wanted to get a start 
in advertising. An uncle, who ran a small agency, was reluctant to give 
him a job, but after much pleading, he finally hired him. 

"But don't think you're coming in here to start at the top," warned his 
uncle. "You'll begin as a partner, just like the rest of us." 

AT THE Brasserie for breakfast, the Zlowe Co. discusses 1 962 media plans for its 
toy client, DeLuxe-Reading, with executives of TvAR and its stations: (clockwise) 
Henry Greene, Jr., KDKA-TV, Pittsburgh; Pauline Mann, Zlowe; Frank Elliot, TvAR; 
Wm. Stocking, Zlowe; Tom Cookerly, WBTV, Charlotte; Milt Stanson, Art Edelstein, 
Zlowe; Wm. Hunefeld, KPIX-TV, San Francisco; and Bob Schroeder, KYW-TV, Cleveland 

Stan Newman, media director of Richard K. Manoff, told reps 
at the Envoy Restaurant about the many congratulatory tele- 
grams and tokens of good will his agency received when it 
moved to newer, larger offices two years ago. The most gracious 
gesture of all was an imposing floral wreath that a rep sent. 

"Unfortunately," Newman said, "there was a mix-up at the 
florists. We received a card that read 'Deepest Sympathy' and 
the card that was sent to the funeral of a well-known agency man 
read 'Good luck in your new location'." 

Rep Memo: Bill Morris, who was with WCBS-TV, N. Y., in sales, has 
joined TvAR . . . Lon King, dir. of promotion and research at PGW, 

(Please turn to page 42) 



29 JANUARY 1962 

logy Square, future home of the Boston-Cambridge C-E-I-R Center 

Now, a new horizon within reach... 

This $15 million complex is to be the world's largest and most powerful 
electronic computing center. Equipped with the giant new STRETCH computer 
system (IBM 7030), the Boston-Cambridge C-E-I-R Center will serve the 
entire eastern half of the United States. A second STRETCH system is planned 
for the Los Angeles C-E-I-R Center. 

Every client of the American Research Bureau now stands to benefit from 
these unique facilities. ARB's depth of professional personnel and technical 
know-how, together with C-E-I-R's match- /^7*\~~\ AMERICAN 
less data processing capacity, bring to the '' jflWn ' RESEARCH 
television industry the most advanced audi- v?5^V BUREAU 
ence measurement capability in the world. 


3 0NS0R • 29 JANUARY 1962 


enter your 




$8 for 1 year 
$12 for 2 years 


(.Continued from pnge 40 

N. ^ ., has been made a v. p. King's been with PGW since 1951, starting 
in the San Francisco office . . . Ray Henze. formerly with John E. Pear- 
son, named v. p. at Bernard Howard & Co. . . . Turnabout: Buyers gave a 
party at the Belmont-Plaza for Irz Wilson, 
sales mgr. out of New York for WGVTY 
been eastern sales mgr. 

recently appointed national 
Chicago. He'd previously 

HAVING LUNCH at the Men's Bar of the Hotel Delmonico: Lloyd Werner, spot buyer 
on Gleem at Compton; Jim Dodgson, Blair Television Associates; Lois Yaltes, media 
research director at Compton; and George Finnegan, general mgr., WTVH, Peoria, III. 

Bob Lazatera of D\4rcy discussed various media matters with 
reps at the Grinzing Restaurant last week. Lazatera is a creative 
media man who always thinks in terms of a product's market. 
When his wife gave birth to a baby on the second of January, he 
asked at the hospital, "Nurse, will it use a razor or lipstick?" 

Tom Gilchrist of WESH-TV, Orlando-Daytona Beach, Fla.. with a 
group of buyers at the Kubuki Japanese Restaurant, said that the up- 
coming famous Daytona Beach 500-mile car race which the station cov- 
ers is intended to be as much a test of a car's endurance and staying 
power as speed. 

He pointed out that men plan for the race all year and spend thou- 
sands of dollars to tool their vehicle for it. "But if a driver really wants 
to test his car's endurance and staying power," Gilchrist said, "it would 
be a lot simpler if he'd just lend his car out to a friend for the weekend." 

There are several systems now being considered by reps and 
agencies for reducing the amount of paper work in broadcast, 
but getting unified support of one method is a problem. The 
representative of one billing company, in a presentation to a 
rep, said: "Our system will do half your work." 

"Good," said the rep, "we'll take two." ^ 



29 JANLARY 1962 

PULSE, November 1961 

RADIO . . . 


With 4 stations in Toledo, WSPD-Radio 
topped the market in share of audience — 
42% from 6:00 A.M. to 12 noon; 28% 
from 12 noon to 6:00 P.M. For complete 
information on the top ranking radio sta- 
tion in the Toledo market, call Katz. 

SPONSOR • 29 JANUARY 1962 43 

All 3 agree 

is the sound that sells 


National and regional buys 
in work now or recently completed 




robert e. eastman & co., inc. 

Dayton, Ohio 


Pabst Brewing Co., Chicago, starts its usual schedules of night 
I.D. s adjacent to top shows this month for Pahst and Blatz. Place- 
ments are for 52 weeks. Agency: Kenyon & Eckhardt. Buyer: 
Martha Magnuson. 

Chemstrand Corp. will promote its Acrilan carpets in four test 
markets during the weeks of 13, 20 February and 13, 20 March. 
Time segments: nighttime and day minutes. Agency: Doyle Dane 
Bernbach. Buyer: Charlotte Corbett. 

McCormick & Co., Baltimore, will promote its tea in limited mar- 
kets starting 12 February for 39 weeks. Time segments: day and 
night minutes and breaks. Agency: Lennen & Newell. 

Ward Baking promotes its Lucky Cakes in selected markets for 18 
weeks starting 12 February. Time segments: kid's minutes. Agency: 
Grey. Buyer: Carol Bere. 

Ceneral Mills is going into 10-12 markets with schedules for Red 
Band flour. Run is for six weeks, day and fringe night minutes to 
reach women. Agency: Dancer-Fitzgerald-Sample. Buyer: Don Dowd. 

Chunky Chocolate Corp. has schedules of kid's minutes in five 
markets for 10 weeks. Agency: J. Walter Thompson. Buyer: Helen 

Cashmere Bouquet is buying fringe minutes for three-four weeks 
in 11 markets. Campaign starts 5 February. Agency: Norman, Craig 
& Kummel. Buyer: Marcia McNeil. 

Borden has mapped a selected-market campaign for its Golden 
Flake Rolls for 10 weeks starting 5 February. Time segments: day 
minutes and breaks. Agency: Young & Rubicam. Buyer: Santo 

Bristol-Myers is in five markets for eight weeks for Defencin. Time 
segments: daytime, fringe and night minutes. Agency: Doherty, 
Clifford, Steers & Shenfield. Buyer: Bob Widholm. 

Star-Kist Foods, Inc., Terminal Island, Cal.: New campaign starts 
in February for Star-Kist tuna, in about 15 markets. Schedules are 
for day and night minutes, heavy on day. Buyer: Vince Auty. Agen- 
cy: Leo Burnett Co., Chicago. 

Procter & Gamble Co., Cincinnati: Buying schedules for Cheer in 
scattered markets. Placements are mostly for daytime 60's and run 
for the P&G contract year. Buyer: Marcia Roberts Cann and Tony 
Cozzolino. Agency: Young & Rubicam, New York. 

(Please turn to page 46) 



29 JANUARY 1962 

PULSE, November 1961 


RADIO . . 


WSB Radio topped the 18-station 
Atlanta metropolitan market in aver- 
age share of audience (6:00 AM- 1 2:00 
Midnight, Monday through Friday) 
with 39.7% (Nielsen Station Index, 
Nov. -Dec, 1961). For more informa- 
tion on Atlanta's top station, call Ed- 
ward Petry. 

SPONSOR • 29 JANUARY 1962 45 
















5 February 

for I© 




Spot buys {Continued from page 44) 

Swift's Vigoro will promote its fertilizer in the top 50 markets, 
with schedules beginning mid-February for a six- to 10-week run, de- 
pending on the market. I sing nighttime minutes, the campaign is 
looking for .SO-100 gross rating points per week, per market. Agen<\ : 
Leo Burnett, Chicago. 

P. Lor i I lard Co., New York: Out of Grey, a new campaign starts 
earh February for Spring cigarettes in selected markets. Schedules 
of early and late night minutes are being used for 27 weeks. The 
buyer is Bob Greenstein. Other schedules have been placed for 
Newport, l>\ Lennen & Newell, About 15 markets get night minutes 
and 20's. Bob Kelly is the buyer. 

Thomas J. Lipton, Inc., Hoboken, \. J.: Going into a number of 
top markets this month and earl) February with schedules of prime 
time 1.1). s and day minutes fc>r its tea. One group of markets is 
set for four weeks; the other group for six to se\en weeks. Buyers: 
Dick Imbornone and Don Ross. Agency: SSC&B, New York. 

Kayser-Roth Hosiery Co., New York: In addition to its radio 
schedules in about 40 markets, the manufacturer of Supp-Hose kicks 
off a 10-week t\ run early Februarj in a fair-sized group of top mar- 
kets. Bin is for dav and fringe minutes. Bu\er: Isabelle Stannard. 
\genc5 : Daniel & Charles, Inc.. New York. 


Best Foods Div. of Corn Products Sales Co., New York: Seven- 
week schedules have begun in selected markets for Nucoa Margarine, 
to supplement its tv campaign. Moderate frequencies of day minutes 
are being used. Buyer: Doug Flynn. Agency: Dancer-Fitzgerald- 
Sample. New York. 

Continental Baking Co., New York: Buying five-week runs in 
various markets. Schedules are for day minutes, light frequencies. 
Buyer: Bob Decker. Agency: Ted Bates, New York. 

Seven-Up Co., St. Louis: Planning to go into selected markets 
shortly with 13-20 week schedules. Combinations will be bought: 
minutes, 30's, 10"s and five -minute news and weather slots. Buyer: 
Harry Furlong. Agency: J. Walter Thompson. Chicago. 

Illinois Bell Telephone Co., Chicago: Short schedules begin early 
March to advertise its new digit system, in Illinois markets and the 
area of Indiana it services. Placements will be for day minutes using 
moderate frequencies. Buyer: Kummerow. Agency: N. W. Ayer & 
Son. Chicago. 


Foremost Dairies, Inc., San Francisco: In radio, schedules of day 
minutes began this month in 34 markets. In tv, 15 markets were set 
for prime 20's and day and fringe minutes. Duration and weight 
vary from market to market. Buyer: Peg Harris. Agency: Guild. 
Bascom & Bonfigli. San Francisco. ^ 


29 JANUARY 1962 

PULSE, November 1961 



KSFO's around-the-clock leadership through- 
out the San Francisco-Oakland market puts 
it a full 56% ahead of the next most listened- 
to station. (Pulse, September-October. 1961 1 
For complete information on "The Worlds 
Greatest Radio Station" (particularly in 
San Francisco-Oakland) call AM Radio 

SPONSOR • 29 JANUARY 1962 47 

Capsule case histories of successfv 
local and regional radio campaign 



SPONSOR: Vic Cassano Pisza Houses AGENCY: Direct 

Capsule case history: The Vic Cassano Pizza Houses of- 
fered (>0 special records of WOSEderjul Town at each of 
their 14 stores in Dayton. A different store was used each 
day. and each person who came to the store and success- 
fully answered a question about Dayton history was given 
a copy of WOyEderjul Town. This record was played ex- 
clusively on WONE, Dayton, and the history questions were 
asked on spot announcements on the station at a rate of one 
spot per hour for two weeks. The records were available 
only at one specified Pizza House for a given day. A total 
of 840 records were distributed to people with the right 
answers — housewives, teenagers, businessmen, etc. Although 
it wasn't necessary to make a purchase to qualify, Vic Cas- 
sano says that he got a surprising number of sales from the 
traffic for records. Cassano feels that "the promotion has 
given us a form of institutional advertising hard to find in 
these days of hard sell. It was a perfect ad campaign." 
WONE, Dayton, Ohio Announcements 


SPONSOR: Doane's Agricultural 

AGENCY: Shaffer, Brennan 
& Margulis 

Capsule case history: Doane's Agricultural Service of St. 
Louis, publisher of farm informational material, purchased 
six 10-minute portions of Dateline RFD, 5:30-6:00 a.m., 
Monday through Friday, on WLW, Cincinnati. The period 
featured WLW rural reporter Howard Chamberlain present- 
ing farm information compiled by WLW farm services direc- 
tor George Logan from Doane's Agricultural Information 
releases and its Farm Management Guide. The offer was: 
For two dollars, listeners could receive three months' sub- 
scription to Doane's Agricultural Digest, the Doane Income 
Tax Reports, and a copy of Doane's Farm Management 
Guide — a total of $12. The results: 201 requests from listen- 
ers. In addition to the four-state area (Ohio, Indiana, Ken- 
tucky, and West Virginia) of WLW's primary listening 
area, orders arrived with postmarks as far as Kansas. Mis- 
souri, Mississippi, and Texas. Doane's reported complete 
satisfaction and plans to use the station in the future. 
WLW, Cincinnati Program Segment 



SPONSOR: Elias Shoe Store AGENCY: Direr 

Capsule case history: Shoes, shoes, shoes. Lots of shoe 
crowded the displays at the Elias Shoe Store, and with nei 
merchandise arriving daily, the store had to move thei 
present stock. The solution was to let KNOE, Monroe, td 
the public the too many shoes story. The store bought 
conservative schedule of nighttime radio at less than 50^ 
of the daytime rates. The campaign consisted of four 3( 
second announcements aired between 7:00 and 8:00 p.m 
for one week. The morning after the first four spots wei 
run, the store was jampacked with eager customers. XI 
Elias Shoe Store had to remain open evenings now to a 
commodate the crowds. Sam Elias put it this way, "For tl 
modest investment made, I really reaped great benefits. F( 
example, one couple came in and bought $150 worth of co\ 
boy boots." The stock was moved, and the effective reat 
and economy of the schedule on KNOE proved a shoo- 
and a perfect solution to the Elias Shoe Store probleri 
KNOE, Monroe, Louisiana Announcement 


SPONSOR: Golden Parrot Restaurant 


Capsule case history: A selected restaurant, an eatiij 
place graced with both charm and good food, needs to rea<j 
only a special adult audience with its advertising. Thi 
about eight months ago. the Golden Parrot Restaurant beg 
a year-long spot campaign on WMAL, Washington, D. C, 
reach potential customers, The Golden Parrot announc 
ments are 60-second spots, running one per day, Mond 
through Saturday. They are placed on WMAL's Harden ai 
Weaver Show, 6:00 to 10:00 a.m. The manager of t] 
Golden Parrot believes their money is well invested i 
WMAL. He says that although the restaurant had preH 
ously experienced a dip in business during months, the sic 
season just did not occur this past summer. The statioi 
spots eliminated this usual summer slump. Many customd 
commented that they were visiting the Golden Parrot on tl 
recommendation of WMAL's morning team. Says mgr. Gol 
stein, "Harden and Weaver have done a great job for usl 
WMAL, Washington, D. C. AnnouncemeS 


29 JANUARY 1962 


(Continued from page 29) 

auxiliary results, and it is these aux- 
iliaries which linear programing ex- 
ponents consider the most valuable 
part of the entire operation — infor- 
mation which cannot be gotten in any 
other way. These auxiliary results 

a) Substitution values. If an ad- 
vertising unit in the schedule is 
deemed inappropriate for any reason 
whatsoever (e.g., political) a substi- 
tution value tells you what to put in 
its place and what the cost will be in 
reducing the number of rated ex- 
posure units as a result of the sub- 
stitution. You're thus in a position 
to judge: is the substitution worth it? 

b) Sensitivity of the data. Here 
you're told how sensitive a schedule 
may be to changing the REU value 
of any given advertising unit. Will it 
get a higher rating? How accurate 
does audience data have to be? 

c) Sensitivity of the restrictions 
you put on the problem. You might 
learn, for example, that by relaxing 
a restriction you could increase the 
value of your schedule by, say, 10%. 

With the computational process 
completed, human judgment can de- 
termine the actual buy. 

Evaluating this linear programing 
technique in terms of its now-work- 
ing application to advertisers, BBDO 
cites three major advantages: 

1. Because the problem is dealt 
with in mathematics, everything that 
can or cannot be done is precisely 
stated. The media planner is en- 
abled to think analytically and can 
thus provide explicit statements of all 
facets of a media plan. 

2. The method of solution (that 
is, mathematical programing) en- 
ables one to determine the value of a 
whole media schedule and see if there 
is any better combination. "Such 
evaluation and searching of all com- 
binations," says Dr. Learner, "stag- 
gers the imagination if done by hand, 
but it is quite feasible and readily 
obtained when mathematical pro- 
graming techniques are teamed with 
electronic computer techniques." 

3. The linear programing solution 
of a media schedule shows the num- 
ber of purchases of each media vehi- 
cle as well as a measure of the total 
effectiveness of the schedule. 

Dr. Learner also suggests a fourth 
advantage, that the cost of schedul- 

ing in this fashion is low enough for 
even the smallest agencies to partici- 
pate in. Most agencies in the medi- 
um-to-small range, however, see the 
growth and eventual expansion of 
"centralized" clearing houses as their 
only answer, should computer meth- 
ods become industry-wide. At pres- 
ent there are three firms in the data- 
processing field for broadcast adver- 
tising, Central Media Bureau, Broad- 
cast Billing Co., and Broadcast Clear- 
ing House; but their concern for the 
moment is the centralization of spot 
radio/tv billing, payment, rate polic- 
ing, etc. — an altogether different 
technique from linear programing 
media selection. 

Milton Godfrey, director of opera- 
tion research, C-E-I-R, in his address 
at the 4A's meeting in November, 
saw linear programing superiority in 
terms of its allowing the media man 
to follow his data and judgment to 
an ultimate conclusion, from which 
the examining of thousands, even mil- 
lions, of possible schedules from a 
set of acceptable media have here- 
tofore prevented him. Too, said 
Godfrey, the extensive use of the 
technique might well result in new 
concepts of informational needs. 

"Our experience in linear pro- 
graming," he advised, "has indicated 
that mathematical tools are now lim- 
ited in their usefulness only by the 
information available." 

Prof. Lucas boils down his view of 
linear programing's significance to 
four effects it will have on media 

1. To force media departments to 
put down in figures those judgments 
which have always been matched 
against figures; namely, media dol- 

2. To enable agencies, for the 
first time, to make real sense out of, 
and maximum use of, their media 
research facts. 

3. To produce specific, optimized 
media schedules from the facts and 
judgments on hand when media deci- 
sions have to be made. 

4. To provide a scaled framework 
on which can be superimposed all 
considered alternatives, and thus in- 
telligently remold the media plan — 
knowing what you pay for and what 
sacrifice you make regarding each 
change in the schedule. 

Maneloveg, summing up his per- 
sonal view of the advantages, says, 
"Linear programing will give us 

time, allow us the opportunity to 
walk away from the avalanche of 
statistics, the mountain of clerical 
garbage that has been burdening the 
media man for years, and permit him 
to step out to see what is necessary 
to make the right and best media 
mix, not the easiest or safest. The 
function of the media man is to 
build the most effective effort for his 
product, not merely the most effi- 

Meanwhile, somewhere in the com- 
puter maze walks the station man 
and, according to most trade observ- 
ers, he's just about the last to know. 
But, if and as the computer picture 
enlarges and focuses, the broadcaster 
is certain to be affected, and radical- 
ly. Both the content and presenta- 
tion of his sales material must under- 
go considerable change. 

"It's a matter of re-orienting his 
thinking," says Maneloveg. "The 
emphasis in linear programing is on 
marketing rather than numbers. The 
broadcaster will be asking himself, 
'How can I show that the ratings I 
deliver are really delivering poten- 
tial buyers for the product?' In the 
mathematical approach, what good is 
a 10 rating if it's the wrong audi- 
ence? Computers take the adver- 
tiser's eye off sheer numbers of peo- 
ple and sets it on numbers of right 

The broadcaster can learn enor- 
mously from print, Maneloveg ob- 
serves. "For years the print people 
have been supplying composition of 
numbers rather than just the num- 
bers themselves. With mathematical 
media selectivity, it's the composition 
that counts. Unless broadcasters are 
able to supply this information, much 
more media buying might be forced 
back to print." 

Another thought for the broadcast- 
er's sleepless night is the increase in 
practical researchers for the all-im- 
portant pre-processing compilations. 
When you're dealing in equations 
and number combinations, say com- 
puter experts, you tend to weigh ma- 
larkey more carefully. Exaggerations 
in market data are investigated more 
thoroughly. "After all," one agency 
media man suggests dryly, "in auto- 
mation, time saving means much 
more thinking time." 

Still another concern for the broad- 
casters is the conversion to mathe- 
matics of those factors he has hereto- 
fore considered unmeasurable. Such 


29 JANUARY 1962 


sales presentation intangibles as lis- 
tener viewer loyalty to a product, for 
example, are certain to come in for 
closer scrutiny. "'Much that hereto- 
fore either couldn't be measured, or 
for which there was little time for 
measuring, can. with linear program- 
ing, be measured." sa\s Maneloveg. 

Mongside the broadcaster's pro- 
jected adjustment stands the fate of 
media departments themselves. This, 
both to exponents and critics of in- 
creased use of computers, has been 
the most delicate but most formid- 
able side issue of the computer ques- 
tion. Even the most '"sold" adherents 
of linear programing, while publicly 
shrugging off talk of job losses as the 
work of diehards and false prophet-. 
are admitting privately that the shape 
of agency media departments cannot 
help but be altered. In a speech be- 
fore the RTES Round Table in De- 
cember. Kenneth Schonberg. presi- 
dent of CMB, presented a report his 
firm made to an agency on its pres- 
ent costs for data processing of 
earned rate control, client estimates 
and revisions, client invoices, dis- 
crepancy clearance, station payments, 
and client adjustment invoices. The 
report showed the agency's present 
cost at $25,294, CMB's fee for the 
same work by electronic conversion 
at $14,400. with an annual savings 
of $10,894, or 43 r ;. The bulk of 
that difference (RTES men may have 
realized) was in personnel. It is 
conceivable that this effect on per- 
sonnel would be magnified in elec- 
tronic media selectivity. 

But the "blue sky"' boys feel that 
whatever dismissal of clerical and 
estimator people might be in the 
offing, the elevation of timebuvers to 
a more creative level in terms of 
marketing and interpretation more 
than compensates for it. Too. thev 
contend, there will he need of much 
more programing work prior to com- 
puter input due to the anticipated in- 
crease in marketing information. 

"It's no different than the loss or 
gain of a large account." one media 
man insists. "Lose a big one. and 
you have an agency exodus. Gain a 
big one and back they stream." 

But the personnel question prom- 
ises to be an enduring one. The 
severest opponents to the advent of 
computers in advertising see it as 
only one of many detrimental ele- 
ments in all-out mathematical selec- 
tion. "No matter how exciting it 

may seem at present." one media di- 
rector told SPONSOR, "it's not the 
present that's at stake. It's the fu- 
ture. If computers right now can do 
everything but judge, what happens 
when they learn to judge as well? 
I thing we've built a monster to de- 
stroy us." 

There's always the danger, says 
Maneloveg, in answering this con- 
tention, that we might start to rely 
too wholly on it. But our job, he 
~a\s. "is make certain the machine 
doesn't take over the thinking. And 
as long as we're aware of it. it 

Adding: "Whether we like it or 
not. this is going to be the age of 
computers. Once we adjust to them, 
it's our inheritance to adjust them 

to US. ^ 


{Continued from page 31) 

Teleki said. "The advertiser with a 
small budget and a product marketed 
strictly within a metropolitan district 
has no use for a great coverage sta- 
tion, hence his choice would be mo- 
tivated by his coverage needs." 

Numbers are not the end-all at 
mam midwestern agencies, according 
to George Jeneson. midwestern vice 
president. RKO General's national 
sales division. "There is a growing 
tendency on the part of agencies in 
this area to look beyond individual 
ratings and to examine radio's audi- 
ences in terms of their specific cus- 
tomers," he said. "We find today the 
agency is more open to a creative idea 
if it is grounded in sound analysis 
and is based on the client's sales 

Bearing out what others in this 
round-up have said, Max Friedman, 
eastern radio sales manager, H-R 
Representatives, told SPONSOR that 
ratings in themselves are nothing but 
measuring sticks. A rating, he noted, 
has to be applied to the segment of 
the population one is attempting to 
reach. Sponsors, he said, do not al- 
ways reach the total population with 
their radio message. A station with- 
out high ratings but with the particu- 
lar audience composition desired by a 
sponsor will often produce greater 
results than will the higher rated 
station, Friedman declared. "I'm sure 
even sood buver makes his buying 

decisions with this in mind," Fried- 
man concluded. 

Advertisers are far from rating-in- 
fatuated, according to Robert Pauley, 
president of the ABC Radio Network. 
Ratings are probably among the least 
important factors for an advertiser to 
consider, in Pauley's view, and those 
who do depend principally on ratings 
are indeed missing the boat. 

According to Pauley, there are at 
least a dozen points — exclusive of 
ratings — that a sound advertiser 
should consider. One or several of 
these points may influence a poten- 
tial sponsor in buying radio time. 
Among the points are sales results at 
the retail level. "Ratings seem unim- 
portant when compared with sales 
success." Pauley observed, citing R. J. 
Reynolds Tobacco Co.. Ex-Lax. Phar- 
maco and The Mennen Company as 
four of numerous ABC sponsors who 
recently renewed because of improved 
sales at retail level. Pauley cited 
Sylvania's identification with news-in- 
the-making as adding prestige to a 
sponsor's product, and singled out 
Pepsi-Cola as a advertiser aiming at 
a specific kind of audience, namely 
housewives and young adults. 

Pauley also mentioned the person- 
ality aspect as more important, in 
many instances, than a client's con- 
cern for numbers. For a small sum. 
a sponsor on Flair can have a name 
personality or an expert in a special- 
ized field selling his product exclus- 
ively. This factor influenced General 
Foods (D-Zerta) to sponsor Bonnie 
Prudden on Flair. Also there's the 
promotional angle, frequently more 
important than buying by the num- 
bers. Rexall Drug Co. employed net 
radio for its one-cent sale and will do 
so again in 1962. J. B. Williams 
signed with Breakfast Club because 
it sought identification with a person- 
ality (Don McNeill) whom it knew 
could sell its product. Pauley also 
cited many clients who bought pro- 
grams at certain times of the day (to 
reach the housewife in the morning, 
for example). Another reason for 
client buys on radio: the undupli- 
cated audience factor. 

On the subject of numbers-buying, 
George Arkedis, vice president of net- 
work sales, CBS Radio, offered spon- 
sor a simple formula for clients con- 
sidering network radio: Listen before 
you buy. 

"No agency or advertiser would 



29 JANUARY 1962 

dream of buying into a tv program 
before having viewed, analyzed and 
discussed the pilot or videotape," 
Arkedis said. "In radio, many buyers 
sign contracts without having first 
listened to the program. They simply 
buy a low c-p-m. In other words, 
they buy blind as to product and con- 
tent but are wide awake as to sta- 

This is wasteful, in Arkedis' opin- 
ion. "A 'cheap' buy may get you a 
relatively big, but unattentive audi- 
ence," he said. In order to reach 
an adult, buying audience, Arkedis 
said, one must buy "congenial . . . 
attention-getting programs . . . with 
stars of the stature of an Arthur God- 
frey, Garry Moore, Art Linkletter . . . 
Doug Edwards . . . these are 'quality' 
programs. They may have a slightly 
higher c-p-m than a 'cheap' buy, but 
they reach the buying audience with- 
out waste circulation." 

The importance of buying selective 
audiences and not being unduly con- 
cerned with the numbers was stressed 
by Bill Fairbanks, director of sales. 
NBC Radio Network. He cited clients 
who were buying programs in order 
to reach certain groups or to acquire 
an image in various strata of society. 
Metropolitan Life Insurance on News 
on the Hour with its emphasis on 
safety, weight reducing and other 
pamphlets; Mack Truck with stress 
on road safety and Savings and Loan 
Foundation for image building and 
other factors. "The interest shown bv 
these sponsors is an indication of 
their belief in the NBC Radio Net- 
work as a flexible means of delivering 
their messages to a selected and dis- 
criminating audience," Fairbanks told 

A prestige audience and not the 
numbers game was the objective when 
Time magazine sponsored the WCBS 
(New York) Saturday night sym- 
phonic programs with Arthur Fiedler, 
conductor of the Boston Pops, as an- 
notator. "We built a prestige pro- 
gram for a client who was interested 
in reaching a prestige audience," 
Ralph Goshen, WCBS sales manager, 
said. "We slotted the program in the 
hour immediately preceding our 
broadcasts of the New York Phil- 
harmonic. We felt that one type of 
audience would complement the other. 
It proved our prognosis was correct. 
Time was delighted with the pro- 
gram." ^ 


(Continued from page 34) 

more thoughtful audience at that 

He bases this belief on letters, calls, 
and personal conversations, and as a 
result now schedules the first airing 
on an editorial at 11:25 p.m. and re- 
peats it two or three times the fol- 
lowing day. 

His subjects cover a wide range 
of local and national topics — some of 
which he thinks of as "projects." A 

project such as water fluoridation, for 
example, will be backed by several 

By far the most striking of Put- 
nam's editorial efforts, however, are 
what he calls "campaigns." WWLP 
has staged two such major editorial 
drives since 1959, and Putnam is 
presently cooking up another one (on 
the abolition of county government 
in Massachusetts) for presentation 
later this year. 

Of the two hard-fought and suc- 
cessful campaigns which WWLP has 


29 JANUARY 19C2 


promoted in the past three years, the 
first was for revision of the City 
Charter. "We discovered that Spring- 
field had the highest per capita rost 
of city government of any city in the 
1 ,S.," Bays Putnam, "and most of the 
reason was our antiquated, diffuse 
form of cits government — in which 
no one had any real responsibility 
and nothing could be pinned on any- 

Spurred hy Putnam's goading edi- 
torials. Springfield citizens voted to 
adopt a new "Plan A" (strong may- 
or) form of government. And. iron- 
ically, this action lead to WW LP's 
second "campaign" — to oust the then 
incumhent mayor. 

"\\ e sort of hacked into it." says 
Putnam. "At a City Planning Com- 
mission meeting T made some remark 
about payroll padding in city depart- 
ments, f was challenged by the may- 
or and City Council to produce proof 
of my allegations. When 1 did. the 
battle lines were drawn." 

Last fall's Springfield election saw 
probably as vigorous an editorial 
campaign on political issues as ever 
has been staged by any broadcasting 
station in the country. WWLP- 
backed candidates won in every con- 
test — mayoralty, council, and school 
committee. And Putnam, according 
to his close friends, became a factor 
to be reckoned with in all Springfield 
ci\ic circles. 

Victory, however, seems not to have 
slowed or satisfied this hard-driving, 
fast-talking mountain climber. (He 
has climbed all the major peaks in 
Colorado, as well as many in Canada. 
Alaska. Italy, the Alps and Pyren- 
nees.) He obviously sees higher sum- 
mits ahead. 

According to competent industry 
observers (see Commercial Commen- 
tary, pase 14) hard-hitting broadcast 
editorializers are destined to plav an 
increasingly important part in the 
nation's life. And Putnam, already, 
has carried the editorializing concept 
far beyond ordinary dimensions. 

Just what these are, or by what 
paths he'll attempt to scale them, re- 
mains to be seen. But at 38 this 
colorful, almost flambovant geologist- 
broadcaster certainly bears watching. 

While sponsor was chatting with 
him in his map-draped office on Prov- 
in Mountain, two calls came in. One 
was from a serious-minded high 
school boy who took exception to a 

\\ \\ LP editorial of the night before. 
\\ ith him Putnam was the picture of 
good-humored courtesy. "Of course, 
I want to hear from you," he said. 
"you're my public. I depend on guys 
like you." 

The other caller was not identi- 
fied. But with him the WWLP boss 
was all seriousness, all earnestness. 
"1 don't want to influence you as a 
member of the Grand Jury." said 
Putnam, "but I do want to tell you 
that in my opinion, the facts pro- 
duced on those payroll -pad di ng 
charges demand that the District At- 
torney seek an indictment." 

Yes. quite a guy is Mr. William L. 
Putnam, whose station call letters 
WW LP. are formed from his own 
initials. *■* 


(Continued from page 35) 

setting up roadblocks, turning out 
the bloodhounds, and going up in a 
helicopter; a ship fire in Tampa Bay. 

And, because a wealth of top-notch 
news stories cannot be counted on 
daily, especially on the local and re- 
gional level, WTVT applies its "con- 
tinuing coverage principle" to dress 
up less spectacular stories, by exam- 
ining their side effects. 

Example: Late in the afternoon, 
the Governor signs an executive or- 
der which will have a profound effect 
on eligibility for state relief funds. 
The station carries the governor's 
statement near the top of Pulse. 
Meanwhile, a reporter is with the lo- 
cal welfare administrator, who 
watches the Governor on tv. and who 
then has a statement of his own to 
make on how the order will affect the 
county. And, for a final installment, 
there is an interview with a welfare 
recipient, who has heard both the 
Governor and the local administra- 
tor, and who is on the receiving end 
of the action both take. 

That the elongated informational 
tv show can make the grade is clearly 
indicated by Pulse's high ratings and 
full complement of advertisers. 
WTVT reports that the ABB No- 
vember 1961 Monday thru Friday 
averages for the four weeks between 
29 October-25 November, 1961, run 
as follows: 6-6:15 News — 35; 6:15- 
6:25 Sports/Fishing — 35: 6:25-6:35 
Weather — 34; 6:35-6:45 Editorial 
and Becap — 33. The average high 
for the Wednesday 6-6:15 news seg- 

ment hit 39, placing it third highest 
irt the market, behind Wagon Train 
i 15.) and Perry Mason (41). 

Among the program's participating 
advertisers, along with Phillips men- 
tioned above, are the following: Bud- 
weiser beer, sports, 6:15-6:25, Mon., 
Wed., and Fri.; Greyhound. ne\s~. 
6:10-6:25, Tues. and Thurs.; Ward 
Baking (Dandee bread), news, 6:10- 
6:15, Wed. and Fri.; Northeast air- 
lines, news, 6:10-6:15. Mon.; Webb's 
City drug-department store, St. Pe- 
tersburg, weather. 6:25-6:35, Tues. 
and Thurs.; First National Bank of 
Tampa, news, 6-6:10, Thurs.; Home 
Federal Savings & Loan, St. Peters- 
burg, weather. 6:25-6:35, Mon. 

At least two of the advertisers tie 
their commercial presentations to the 
Pulse program content. For Bud- 
weiser, WTVT sports director "Saltv 
Sol" Fleischman does the lead-in for 
film commercials, relating what's to 
come with whatever sports or fishing 
news he has just reported. And at 
times Fleischman goes ahead and de- 
livers most of the commercial live. 

And a local sponsor, Webb's City 
drug-department store, keeps track of 
the weather report to be presented in 
the segment it sponsors, and where 
possible relates its copy to the weath- 
er. If rain is coming, for instance, 
Webb's City talks about raincoats 
and umbrellas on Pulse. 

A sampling of other advertisers in- 
dicates that they buy Pulse for much 
the same reason they would any other 
high-rated news show, regardless of 
length — namely to have the benefits 
to be derived from association with 
the believability and prestige of news 

KNXTs show has no set format; 
it presents the stories, whatever their 
category, in the order of what the 
station considers to be their impor- 
tance. Therefore, an advertiser can- 
not buv a particular segment, but 
rather buys a participation, and for 
the most part has no choice as to 
oosition. Yet the show reportedly 
had the SBO sign out almost from 
its inception last October. 

Among the other stations on the 
air with informational blocks adding 
up to one hour: WAGA-TV, Atlanta; 
WHAS-TV, Louisville. 

Those presenting a 45-minute block 
include: KSTP (TV). Minneapolis; 
WFBM-TV, Indianapolis: KPBC-TV, 
Houston; and WMT-TV, Cedar 
Bapids. # 



29 JANUARY 1962 


(Continued from page 38) 

The relegation of this work to dif- 
ferent department heads, has, accord- 
ing to Mrs. Bester, paved the way for 
a smoother, and faster, as well as 
more efficient over-all operation. 

It also eliminated what Mrs. Bester 
refers to as "cattle calls.'' As a 
graduate of the "cattle calls" herself, 
Mrs. Bester has rapport with the as- 
piring commercial spokeswomen or 
spokesmen. As a result she has been 
able to eliminate the unpleasantries 
to which applying talent is so often 

She has acquired, for example, a 
pleasing little way of putting audi- 
tioning men, and women at ease while 
they're being scrutinized by the client 
under the relentless audition lights. 
Her own experiences culled over 22- 
years as a radio soap opera actress 
and, later, tv commercial spokeswom- 
an, gives her an insight into the prob- 
lems confronting the work — from the 
other side of the camera. 

She was frankly baffled, however, 
at the ability she suddenly acquired 
for "seeing'' things not discernible 
before in sizing up a potential spokes- 

woman or commercial model, until a 
colleague pointed out that she had 
merely exchanged her eye for a lens. 

A native New Yorker, Roily Bester 
set her sites on acting as a career 
when she was graduated from New 
York University where she majored 
in dramatic arts and speech educa- 
tion. After four flop plays on Broad- 
way, however, she crossed Sixth Ave. 
to NBC and went into radio. 

Here, she was soon known as the 
Ivory Soap woman "doctor" and 
Helen Walker — Camay Soap Girl. She 
also played numerous soap opera 

With the advent of tv, Mrs. Bester 
played parts in many of the major dra- 
matic shows. Among them: Kraft's, 
Robert Montgomery Presents, and 
The Big Story. From there she moved 
on to tv spokeswoman for a number 
of cosmetic accounts. She is married 
to a tv magazine writer, Alfred 

Mrs. Bester's feelings for the im- 
portance of finding the right person 
to inject the realism quality to a com- 
mercial is shared by Robert Margu- 
lies, the agency's v.p. in charge of 
commercial broadcast production. 
Margulies, who moved out of his posi- 

tion as production commercial super- 
visor on the Brown and Williamson 
tobacco account (six brands) to take 
on his present post about a year ago, 
has a strong leaning toward the real- 
life situations in commercials. He 
prefers to stick as closely as possible 
to this portrayal mainly to avoid the 
tendency for "all the actors and all 
the kitchens to look alike." 

Margulies' keen attention to the 
theatrics of commercial production is 
also revealed in his off-Madison Ave- 
nue production after five. With his 
wife, Norma Frances, and Perry 
Bruskin, Bell Productions, he is co- 
producer of "The Hostage" by Bren- 
dan Behan. The play opened last 
December 12 on New York City's off- 
Broadway circuit. Other productions 
of Behan's play were presented both 
on- and off-Broadway last season. 

Rumor has it, along adman row, 
that Bates is currently engaged in 
testing some real-life situation com- 
mercials for its Anacin account in 
a couple of markets, as a complete de- 
parture from the old head-hammering 

At any rate, and according to Mar- 
gulies, Bates is out to "sell products 
in the most appealing way." ^ 




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What's happening in U. S. Government 
that affects sponsors, agencies, stations 


29 JANUARY 1962 

Copyright 1962 



CBS president Frank Stanton and CBS vice presidents James T. Aubrey, Jr., and 
Richard S. Salant took the offensive at the FCC programing hearings last week: 
practically gone was the old defensive attitude, in favor of a strong defense of 
network programs and policies all down the line. 

Stanton warned that we are slipping into indirect government control of programs, de- 
spite the fact that nobody on the commission wants to be a censor and nobody has engaged 
in outright censorship. 

Under questioning on the ticklish question of sponsor control over content of programs, 
he said complete broadcaster control is "coming." FCC chairman Newton Minow said 
"we are concerned with the broadcaster — not the sponsor — we want the broadcaster to be 
the master in his own house." The Stanton response was "I think, Mr. Chairman, that 
that is coming ... it is better to achieve it in the natural growth of the industry" 
rather than through outside dictation. 

Minow, in an opening statement, denied that the Commission seeks to censor in any way. 
Stanton agreed that there is no such intention, and no such instance as yet, but said broadcast- 
ers fear "the gradual intrusion of government into programing." 

Minow said that network programs fill 90 percent of the prime time of all U.S. tv stations. 
Since stations are held accountable, while having no control over what they get from the net- 
works, he added, the hearings are necessary to get a complete picture of the complicated pro- 
gram process. 

Stanton warned against dictating what the public should see, which he described 
as abandoning the principles of democracy. He said the networks have done a good 
job of advancing general cultural and educational levels, without getting too far out ahead 
of their audiences. He pointed out that 32 percent of Americans between 18 and 64 didn't 
finish high school. 

Aubrey told the FCC "it would not be the wise course to exclude advertiser participation 
from the creative process in television programing. If we did so, we would eliminate some of 
the sources and skills that have contributed to television ... a worthwhile element in a system 
of broadcasting that is advertiser-supported." He said the "magazine concept" will not 
work in tv, that many advertisers have brought "meaningful" programs to tv because they 
wanted their company or product to be associated with a quality program. To take away 
program identification would also take away the sponsor's accountability to the 
public, Aubrey argued. 

The final result of the "magazine concept" would be purchase of tv solely on circulation, 
which, he argued, would jettison the programs giving diversity and balance to the 

Dr. Hyman Coldin, an FCC expert, took the stand at the outset to read into 
record dollar figures and facts about program time, all aimed to show network 
dominance. Most of the figures were taken directly from FCC financial reports long since 
made public. 

He revealed, however, that the six network owned and operated tv stations in New 
York and Los Angeles in 1960 had taken down gross revenues totalling $79.2 mil- 
lion, compared to $41.6 million for the eight independents, or 65.6 percent of the total 
gross for the network stations. In the same year, the six web o&o's netted $38.6 million 
before Federal taxes, compared to $2.4 million to be split among eight indepen- 
dents, or a 94 percent cut of the pie for the networks. 

(Please turn to page 57) 

?ONSOR • 29 JANUARY 1962 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


29 JANUARY 1962 If you've been wondering why the CBS TV o&o's usually buy feature films in- 

copyrioht iw2 < I i \ i< I im 1 1 \ and rarely together as a block, the answer lies in the varying needs of 

sponsor each station and in the condition of the film market in each area. 

publicat.ons inc. This month two of the CBS o&o's, WCBS-TV, New York, and WCAU-TV, Philadelphia, 

bought volume III of the post-1950 Warners from Seven Arts. But there's no chance it 
will grow into a five-station deal. 

For the record, five-station buys are rare: the only two instances in feature films 
at CBS are with thepre-1948 Paramounts (MCA) and the post-1948 Columbias (Screen Gems). 

Nor are four-station deals common; one example is the Alexander package. Two instances 
of three-station deals were pre-1948 MGMs and pre-1948 Warners. There are several examples 
of one-station deals: RKO in Philadelphia, MGM in St. Louis, UA in New York. 

Actually one reason for this great variation in buying is that each station needs a dif- 
ferent amount of feature film and gets slightly different results with the types and 
stars it does use. 

Another factor inhibiting these multi-market buys is that the distributors often prefer to 
negotiate separately with all the interested buyers in a single city. Thus the Warner III pack- 
age mentioned above didn't go to the CBS o&o in St. Louis, but to KSD-TV, the NBC affiliate 

Ziv-UA and Flamingo made important sales staff changes last week. 

Ziv-UA hired some new men and re-assigned a number of others. The new men and their 
assignments: Dick Colbert (San Francisco-Sacramento) and Joseph (Red) Moscato (Pitts- 
burgh). In addition, Hal Winther is being moved to the Minneapolis area and Stanley Flor- 
sheim becomes account executive at large. 

Other assignment changes at Ziv-UA include these: Buddy Brooks (southeast), Ray Wat- 
son (San Antonio), Bill Glenn (St. Louis-Kansas City), Ed Davis (Atlanta), Jerry Thompson 
(Carolinas), and Andy Jaeger (Boston). 

Meanwhile, Flamingo named Ken Rowswell, formerly at Ziv-UA, as its new national 
sales manager. 

Special groups of feature films, such a NTA's Shirley Temple movies, have shown 
themselves effective for developing morning, weekend, and early evening audiences. 

Here are ten November 1961 ARB's showing such time period wins: 



56 SPONSOR • 29 JANUARY 1962 




Los Angeles 

KHJ, 7:30 p.m. Fri. 


St. Louis 

KPLR-TV, 5 p.m. Sat. 


San Francisco 

KTVU, 4 p.m. Sun. 



WNEP-TV, 9 a.m. Sat. 



WDAU-TV, 12:30 p.m. Sun. 


Baton Rouge 

WBRZ-TV, 6:30 p.m. Mon. 


Columbus, 0. 

WBNS-TV, Noon Sun. 


Dallas-Ft. Worth 

KRLD-TV, 2 p.m. Sun. 


Sioux City 

KTIV, 7 a.m. Sat. 



WTAE, 12:30 p.m. Sun. 



FILM-SCOPE continued 

Videotape Productions says it is now turning out tape transfers equal to 16 
mm in quality and dependability. 

Better film stock and processing plus the Marconi camera contribute to the fine results. To 
show the difference from old kinescoping methods, Videotape is looking for a new word, 
such as videofilms or tapeographs, to describe their new transfers. 

Business films should tell their story in terms of people and emotions rather 
than things and the intellect, according to advice given at the FPA-ANA Workshop 
in New York recently. 

C. T. Smith, general research statistician for AT&T, also advised more than 250 major 
advertisers present to orient films to the consumer and to employ familiar frames of 
reference, in order to obtain most effective results. 

Trick photography, voice-over, and blunt pitches usually hurt interest levels, 

according to AT&T's Schwerin tests. 


{Continued from page 55) 

In the eight markets in which networks own stations, their 15 stations take down 59.2% 
of gross revenues and 73.7% of the net before Federal taxes in those markets. Nine network 
affiliates in the same markets get 18.1% of gross and 22.4% of net. Twelve stations with no 
web affiliations account for 22.7% of the gross in these markets, but only 3.9% of the net. 

Golden also emphasized the fact that tv is essentially a medium for national advertisers, 
with network and national spot accounting for 81 % of the total tv revenues. 

Commissioner Cross managed to ask two questions in the preliminary stages, 
and both indicated sympathy for the industry position. 

This could mean that the Hyde-Craven free enterprise faction has picked up a third 
vote on many of the questions involved. The Cross position has been in doubt, but his 
early questioning is significant rather than conclusive on this score. 

The Dodd (D., Conn.) Senate Juvenile Delinquency Subcommittee started off 
with a half day of hearings at which ABC was hammered on the head, and then ad- 
journed for about 10 days. 

Dodd said he has documentary proof that network officials didn't tell the truth when they 
said they were not responsible "for the tremendous increase in crime, violence, and salacious 
sex on the television screens." He started out by facing ABC's Oliver Treyz with correspond- 
ence from NAB Code chief Swezey asking to see the disputed Fabian Bus Stop episode and 
a Treyz refusal to let him see it. 

Dodd commented that "this is a first class case where you won't even allow your own as- 
sociation to view it." Treyz said the decision to go with the episode was the hardest he had 
ever made, but that he had in mind freedom for creative talent. 

William Capitman, an independent researcher, who did audience reaction work for the 
networks, testified that he got critical audience reaction on "one third" of 40 tv shows, con- 
demning violence, killings, sexiness or depravity. He criticized the use of ratings, because peo- 
ple can only choose from among shows available, and said that in any event the American pub- 
lic can't judge what is good because they haven't seen enough good programs. 

Discharged NBC programing vice president David Levy testified that he had never been 
told why he was fired, that he had always opposed excess crime, sex, and violence, and 
that the current much-improved NBC schedule shows how well he did in eliminating these 

(See SPONSOR-WEEK, page 7, for more reportage.) 

SPONSOR • 29 JANUARY 1962 57 

A round-up of trade talk, 
trends and tips for admen 


29 JANUARY 1962 

CwyrlfH IM2 



In one of the top-rung New York agencies a goodly part of the time is being 
spent in hopping from one crisis meeting to another. 

Four accounts appear to be in jeopardy, largely due to the rating results garnered this 
season from tv network investments. 

On top of all this, there's feuding in the tv department. 

Both McCann-Erickson and JWT have ambitions to pick up the combined ad 
budget stemming from the impeding merger of National Airlines and Continental 

Present budget for each of the lines: about $3.5 million for National at McCann-Erickson 
and $2.5 million for Continental at JWT. 

NBC TV and ABC TV were able to get a line on the pricing of each other's 1962 
Philco package as the result of a mixup in the addressing of the signed orders. 

ABC TV had got the lion's share of the business. 

Agencymen associated with cigar accounts think the next few could be gratify- 
ing years for this industry if President Kennedy would let himself be photographed 
more often smoking a cigar. 

The image, as they see it, is perfect for the product : topflight prestige, looks, abound- 
ing energy and a beauteous wife. 

Chalk up ABC TV as one organization that believes that a regional sales chief 
can function most efficiently if he maintains his headquarters at the main store in 
New York. 

The theory: by keeping in close touch with shifting strategies and program availabilities 
at the home office the regional boss can supply the other offices that much more quickly with 
sales fodder. 

As for personal contact, it's just a matter of a few hours by plane. 

If you're an old-timer in the business, there are two radio commercial slogans 
that likely stand out in your memory, both of them unloosened by the legendary 
George Washington Hill. 

They were: ''Lucky Strike Green Has Gone to War," which signalled the switch to 
the white package, and "Reach for a Lucky Instead of a Sweet." 

Hill was forced to pull out that second slogan because not only of candy-maker protests 
but complaints from his own outlets it conflicted with their best interests. 

For rep salesmen one of their most workaday frustrations is the frequent turn- 
over of timebuyer personnel at some agencies. 

As some of the salesmen tell it: they'll get a call for availabilities from one buyer and on 
getting back to the agency with the data they've got a new face to deal with. 

Another frustration, but this voiced mostly by radio salesmen: trying to sell the 
younger element among timebuyers on the uses of the medium when, as is commonplace, they 
don't even listen to it. 



29 JANUARY 1962 

. . . "hat's news 

Trade publications deliver two kinds of news. One might be more 

classified as "chatter"; the second kind of news means something. 

SPONSOR delivers the second kind of news. 

Week after week its pages are filled with the meaningful facts and conditions 
of the broadcast industry. This is the sort of news that a man reads for his 

own self interest; the sort he needs to keep abreast of the times. 

Books such as this are never skimmed thru. They are read 

thoughtfully, carefully and more often than not — at home. And this 
kind of news about SPONSOR should have a vital meaning to every 
station interested in national spot business. 

SPONSOR delivers more of the right people in the right frame of mind 
than any other book in the broadcast field. It's the kind of publication 
that makes trade paper advertising make sense. 





29 JANUARY 1962 





Cone vs. critics 

(Continued from page 8, col. 2) 

more serious crimes." 

Cone noted that advertisers have 
less and less direct control of tv 
programing today because of the 
growth of participations buying in 

regular shows. 

Serious criticisms of advertising 
is inspired by nothing more than 
"the historical inclination of a small 
group of constitutionally fearful 
Americans, to look on the contem- 
porary scene with a shudder," Cone 

Remco Industries (Webb Associates) 
has increased its spring and summer 
tv budget to over $1 million. 

Already a 52-week advertiser on 
NBC TV's "Shari Lewis Show," Rem- 
co has gone into CBS's "Video Vil- 
lage, Junior Edition" and kids shows 
in 20 major markets. 

This combination will run through 
September when an additional $1,- 
780,000 will go into 65 more markets 
and additional network activity. 

Campbell Soup's annual "Soup N 
Sandwich" store promotion is now 

KICKOFF of BPA expansion plan which in- 
cludes the establishment of 1962 national 
headquarters in New York is the appointment 
of Harold Meden (I) as secretary-treasurer. 
BPA Pres. Don Curran offers congratulations 

DON'T SMOKE NEAR ME signs created by WMGM, New York, listeners as Christmas tree 
decorations were judged for prizes by Fire Commissioner Edward Thompson (r) and Chief Ben 
Aaronson (I), who thank gen. mgr. John Moler (c) for station's help in fire prevention campaign 

COOK'S TOUR of The Kitchens of Sara Lee 
is taken by Hugh Downs in wake of the firm's 
buy on "The Jack Paar Show." President of 
Sara Lee, Charles Lubin (r), conducted the 
culinary trip through the firm's Chicago plant 


'BEST OF EVERYTHING' the series to be telecast on WCSH-TV, Portland, and WLBZ-TV, 
Bangor, was the subject of a contract-signing confab involving a sponsor of the show. Gath- 
ered (I to r) are Bruce C. McGorrill, WCSH-TV sales mgr., Bebe Shopp, Miss America 1948, 
Joseph C. Jordan, Jordan Meat Co., and Richard Oransky, Simonds-Payson Co. account exec. 

underway, with a comprehensive 
media campaign to back it. 

The three network tv shows spon- 
sored by Campbell on ABC and CBS 
and network radio shows on ABC 
and NBC will carry the commercials 
with the "perfect partners" theme. 
In addition, Campbell is going into 
187 selected radio markets on a spot 
basis to support the promotion. 

A major spot radio campaign, involv- 
ing 65 stations in 50 markets, has 
been scheduled by Roma Wine 

Minutes, 30-second and five-sec- 
ond spots will introduce a new mar- 

keting concept in wines — the "pic- 
ture label" which features a full- 
color photograph of the ideal com- 
panion food dish for that particular 

Seminar for sponsors: Weightman, 
Inc., Philadelphia-based package 
goods agency, will launch a creative 
marketing discussion course for ex- 
ecutives of the food industry and 
advertising media. Opening session, 
set for 28 February, features a tv 
symposium, led by writer, producer, 
consultant, Harry Wayne McMahan. 


Morrison to director of field sales 
and Lyle Turner to manager of sales 
training at Warner-Lambert Products 
Division of W-L Pharmaceutical . . . 
David Margolis to marketing vice 
president and William M. Ziegler, 
Jr., to account supervisor and vice 
president at Del Wood Associates 
. . . Tom Griffin to product marketing 
manager for the Borden Foods Co.'s 
potato products line, instant coffee 
and None Such Mince Meat . . . 
Howard M. Irwin to the newly-cre- 
ated post of director of advertising 
for the marketing department of 
United States Borax & Chemical 

NEW OWNERS of WWVA, Wheeling, went to West Virginia to 
greet general manager Paul J. Miller. Buyers are principals in the 
Herbert-Mogul Group — Emil Mogul of the New York agency (I) and 
Ira Herbert (r) of the former management team of WNEW, New York 

FETED FEMME Paul B. Marion, managing dir. of WBT, Charlotte, 

presents the station's "Women of the Year" award to Mrs. Charles 
W. Tillett, an alternate delegate to the UN, for community service 




PUBLIC SERVICE award for television activities, an annual event 
at KMTV, Omaha, goes to Arthur C. Storz, Sr., chmn. of Storz Brewing 
(c). Speaker Chet Huntley (I) and gen. mgr. Owen Saddler do honors 

BOXED IN with canned goods is Bob Calvert, WGH, Norfolk, per- 
sonality. He made an appeal for the needy on his show and listeners 
sent in trucks of food which were collected by vacationing students 


29 JANUARY 1962 



Carson/ Roberts has been assigned 
an additional $1,800,000 in Max Fac- 
tor billings, following the recent rift 
between the cosmetics firm and 
Kenyon & Eckhardt. 

The new products bring the total 
Factor billings at C/R to $3.5 million. 
Some $1 million still remains to be 

Agency appointments: lodent Chem- 
ical to W. B. Doner for its tooth- 
pastes, cough drops, Lykette Deo- 
dorant, and a new consumer product 
still in development . . . Vogue Dolls 
to Chirurg & Cairns . . . Louis Milani 
Foods ($750,000) to Riedl and Freede 
from Cunningham & Walsh ... Es- 
quire Shoe Care Products ($2,000,000) 
to Grey . . . Lion Match, Continental 
Match, and Cub Products Corp. to 
Lawrence Peskin & Edrick . . . The 
Pepsi-Cola Bottling Co. of Tulsa to 
Whitney Advertising, Tulsa. 

Merger: Two West Coast advertising 
agencies join forces 1 February 
when Evans-McClure & Associates, 
San Francisco, merges with Botsford, 
Constantine & Gardner, with offices 
in San Francisco, Portland, Seattle, 
and New York. Combined 1961 bill- 
ings exceeded $8,300,000. 

Divorcements: North Advertising and 

the Breweries division of City Prod- 
ucts Corp., which includes the Pils- 
ener Brewing Company of Cleveland 
and the American Brewing Company 
of New Orleans. Budgets for POC 
Beer and Regal Beer have been re- 
duced drastically and the breweries 
will concentrate on local, non-com- 
missionable advertising . . . Fuller 
& Smith & Ross and Remington- 
Rand Univac ($245,000), effective 1 
March. The account will be con- 
solidated with other divisions now 
serviced by another R-R agency, to 
be announced shortly. 

International entente: A federation 
of five new Garland-Compton com- 
panies is being formed in France, 
Belgium, Italy, Switzerland and Ger- 
many. The local directors in each 
country will provide the companies 

with the operational facilities of 
their own agencies and advise on the 
handling of client assignments. 
Compton entered into a transatlantic 
partnership with S. T. Garland, Lon- 
don, 18 months ago and more re- 
cently formed a partnership now 
known as Nixon-Compton in Aus- 

Elected to the Board: Edward M. 
Marker, Robert Baumgardner, David 
Skylar and Charles H. Wolfe at Gris- 

New v.p.'s: C. P. Crady, J. R. Gim- 
blett, Edward Hirsch and H. B. Jones 

at The Winius-Brandon Company, St. 
Louis . . . M. W. Grinstead at Clinton 
E. Frank, Richmond. He'll also helm 
the executive committee . . Charles 
Jones, Allen Memhard, Charles Pack- 
er and Robert Williams at Leo Bur- 
nett, in the client service division 
. . . William H. Herrman at Sherman 
Rifkin Advertising, Beverly Hills. 

loran to White Advertising as an ac- 
count executive . . . John L. Southard 
to account supervisor at Papert, 
Koenig, Lois, from Benton & Bowles 
. . . Ray Robinson, research director 
at Hixson & Jorgensen, to research 
director at Research, Inc., Sherman 
Oaks. He also continues at H&J . . . 
Dr. Robert P. Ames to marketing 
director at Bozell & Jacobs ... J. 
Brooks Emory, Jr., to the executive 
staff of Donahue & Coe for special 
assignments . . . J. B. Felter to ac- 
count team at Hill, Rogers, Mason 
& Scott on Kitchens of Sara Lee . . . 
E. H. (Pat) Smith to assistant media 
director at Klau-Van Pietersom-Dun- 
lap, Milwaukee . . . Patricia Layman 
to the account group at Papert, 
Koenig, Lois . . . Andrew Duca to as- 
sistant to the radio-tv director at 
Wesley Associates, from Kenyon & 
Eckhardt . . . Ernest A. Heyler to ac- 
count executive at Gardner Advertis- 
ing, from Cunningham & Walsh. 

Kudos: Paul Freyd, vice president 
and director of marketing of BBDO, 
has been named vice chairman of 
the marketing committee of the Na- 

tional Assn. of Manufacturers . . . 
Kai Jorgensen, president of Hixson 
& Jorgensen, is the Advertising Man 
of the Year of the Western States 
Advertising Agencies Assn. The an- 
nual award will be presented on 7 


A group of leading U.S. broadcasters 
will make a 22-day good neighbor 
tour of six Latin American countries, 
arranged by the NAB. 

The delegation, headed by Herbert 
E. Evans, president of the Peoples 
Broadcasting Corp., Columbus, will 
visit Argentina, Brazil, Chile, Mex- 
ico, Peru and Uruguay. They leave 
3 February. 

The tour was arranged at the in- 
vitation of the Inter-American Assn. 
of Broadcasters as a "return visit" 
to one made by IAAB delegates to 
the U.S. last year. On-the-spot pro- 
grams will be taped for later broad- 
cast in the U.S. 

The Georgia Assn. of Broadcasters 
is putting together the first of an 
annual series of reports to the FCC 
on public services. 

Individual GAB members sub- 
mitted information on community 
projects, editorials, cumulative hours 
and dollar-value of public service, 
etc. for the report, covering 1961 ac- 

TV Stations 

Stations interested in children's pro- 
graming will soon have a compre- 
hensive guide, now being put to- 
gether by TIO. 

The projected book is based on a 
nationwide survey of locally pro- 
duced children's shows and is in- 
tended as an exchange of ideas and 
experience to assist broadcasters. 

Information on sources of program 
material, talent, ideas, technical and 
promotion suggestions will be in- 

High praise for tv's effectiveness was 
delivered to the Retail Advertising 
Conference by Norman Tatman, ad- 



29 JANUARY 1962 

vertising and store manager of Pat- 
terson Fletcher, Fort Wayne. 

The men and boy's specialty wear 
store has been using tv on a con- 
tinuing basis since December, 1958, 
with a plan developed by TvB. At- 
tributing its success to the 12-month 
plan, which called for programs and 
spot announcements in a two-to-five 
ratio, Patterson Fletcher uses a 6:30 
p.m. news program on Tuesday 
nights and WANE-TV personality Vic 

KYW-TV, Cleveland is circulating to 
several thousand agency timebuyers 
a rate card designed in slide-rule 

One side indicates at a glance 
the cost of various spot announce- 
ments in different time classifica- 
tions and the other side gives infor- 
mation about spots in participating 
programs. Base rates, units per an- 
nouncement and various CWD dis- 
counts stand out in appropriate slots 
or apertures. 

The card was designed by Gene 
Godt, advertising-promotion man- 

Ideas at Work: When the tv set in the 
children's ward at St. Francis Hos- 
pital mysteriously disappeared, the 
local Hartford stations were right on 
the job. Both WCCC and WTIC-TV 
hustled new tv sets over to the hos- 
pital to cheer the pint-sized patients 
. . . WMT-TV, Cedar Rapids, is run- 
ning a somewhat off-beat contest, 
with prizes to match. Each Satur- 
day, viewers study and score the an- 
tics of four live pigs. Winners will 
get a purebred Yorkshire gilt. Sec- 
ond prize— a ton of fertilizer . . . 
WNAC-TV, Boston, is offering a $1,000 
scholarship, thanks to local Volks- 
wagen dealers, to students who write 
winning essays on the new tv series, 
"Perspective on Greatness" . . . 
KXTV, Sacramento, has mailed out 
1,500 giant California redwood trees 
to national advertisers and agencies. 
The seedlings are to plant the 
thought of another towering Califor- 
nia native, KXTV's new 1,549 foot 

Extra curricular: The Salzburg Semi- 


nar in American Studies, in Austria, 
has named to its faculty Donald H. 
McGannon, president, and Richard 
M. Pack, programing v.p., WBC. The 
pair will share a course of lectures 
and discussion groups in mass com- 
munications beginning in February. 


to local sales manager at WFBM-TV, 
Indianapolis . . . Frank Gervan to 
sales manager at WGR-TV, Buffalo 
. . . Russell W. McCorkle to director 
of management development at 
WBC . . . Joseph A. Flahive to ac- 
count executive at WABC-TV, New 
York . . . Lyn Stoyer to tv sales ac- 
count executive and F. Bill Erb to 
radio sales account executive at 
WLW stations in Cincinnati . . . 
Joseph R. Swan to account executive 
at WMMM, Westport . . . Lawrence 
P. Tootikian to research manager at 
WBBM-TV, Chicago . . . Isabell Hoyt 
to promotion-merchandising man- 
ager at KATU-TV, Portland. 

Kudos: Temple University honored 
Roger W. Clipp, vice president of 
the radio-tv division of Triangle Pub- 
lications with the Russell H. Conwell 
Award for his long participation in 
University affairs. 

Job well done: As a gesture of ap- 
preciation to WTVT, Tampa-St. 
Petersburg, Louis Swed, one of An- 
heuser-Busch's largest distributors, 
threw a gala party for the station's 
staff, hosted by WTVT sports direc- 
tor "Salty" Sol Fleischman whose 
sports program has been sponsored 
by Budweiser for the last five years 
on the station. 

Radio Stations 

Some 22 million radios were sold in 
the U.S. in 1961, according to RAB, 
an all-time peak for annual set sales. 

The figure is 8% greater than 
1960's total of 20.4 million, the pre- 
vious record year. The biggest gain 
came from portable sales, up 26.4% 
from 1960 to $200,600,000. Clock sets 
jumped 21.3% to $92,394,000 and 
table sets were $72,722,000, down 

RAB puts the number of auto ra- 
dios sold at 5,000,000, down about 
9% from 1960. 

Ideas at Work: A one-day "Good 
Neighbor" drive was spearheaded by 
KCHE, Cherokee, Iowa, to help out 
11 people whose belongings were de- 
stroyed by fire. Over 100 boxes of 
groceries were donated and cash 
contributions topped $1,500 . . . Lis- 
teners of KALL, Salt Lake City can 
eat their way to success. D.J.Wayne 
Henry reads recipes sent in but he 
leaves out one ingredient. Those 
who can name the missing ingredient 
— and it's not money — win gourmet 
prizes . . . WGBS, Miami, distributed 
to agency and client personnel a 
"Sound of Music" telephone cradle. 
It's a self rewinding music box that 
plays the sound track of the broad- 
way musical hit. Among the proud 
possessors of the cradle — Mary Mar- 
tin, star of the original production 
. . . Twenty three executives of the 
five Meredith Broadcasting Company 
radio stations met in Omaha to con- 
contrate on the topic of "Better Ra- 
dio Selling." 



Can BONDED provide a bet- 
ter shipping service for TV 

Yes, BONDED provides night- 
time and weekend service and 
maintains Teletype connec- 
tions to all cities. 




A Division of 



Diversification: Peoples Broadcasting 
Corp. realized a long-term plan on 
22 January with the opening of 
Green Meadows Country Inn. When 
the WRFD, Columbus, area was pur- 
chased in 1946, an educational and 
recreation center was made a part 
of the overall plan for the station. 
The Inn, with its restaurant, living 
and meeting quarters, swimming 
pool and putting green, is the first 
step in the public service effort. 

Researching the researchers: KWKW, 
Pasadena, has requested advertisers 
to indicate, by return postcard, which 
of the top six research organizations 
they prefer to conduct a nationwide 
survey of the Spanish-language con- 
sumer market. Winner of the poll 
will be underwritten by the National 
Spanish Language Network to study 
the social and economic character 
of the Latin population. 

Sports sale: Bonanza Air Lines has 
inked its second year contract with 
KMPC, Los Angeles, to sponsor a 
portion of the Los Angeles Angels 
baseball games and "Bill Rigney 
Reports," a five-minute show preced- 
ing the games. 

Program sale: "Your Child and You," 
260 capsule programs on child care 
packaged by Alan Sand Productions, 
was bought by WITY, Danville, III., 
KCCR, Pierre, S.D., and CKCW, Monc- 
ton, N.B., Canada. The stations have 
sold the series to local drugstores. 
The show is now in 34 markets. 

Kudos: Jules Dundes, CBS radio vice 
president and general manager of 
KCBS, was re-elected to the Board 
of Directors of the Down Town Assn., 
a San Francisco civic organization. 


Labunski, vice president and gen- 
eral manager of WMCA, New York, 
has resigned, effective 1 February 
. . . Michael M. Duffin to sales pro- 
motion assistant at KCBS, San Fran- 
cisco . . . Earl J. Glade to public re- 
lations representative at Radio Serv- 
ice Corp. of Utah . . . Joseph B. 
Somerset to director of program op- 
erations at WPAT, New York . . . 


William Geither to account execu- 
tive at WJW, Cleveland . . . Paul 
Girard to commercial manager at 
KVIL, Dallas . . . Bob Leonard to op- 
erations manager at WNJR, Newark 
. . . Deane D. Osborne, Jr. to general 
manager at WMGS, Toledo-Bowling 
Green . . . Herb Kramlich to account 
executive at Kayo, Seattle . . . Bruce 
Seratti to merchandising director at 
KOGO, San Diego . . . Joe Kronovich 
to account manager at KDWB, Min- 
neapolis-St. Paul . . . Roy M. Schwartz 
to operations manager at WMGM, 
New York. 


The growth in both audience and 
advertiser acceptance of actuality 
programing was outlined by NBC TV 
network sales v.p. Don Durgin before 
the Cincinnati Advertisers Club. 

The bulk of news specials on 
NBC have been sold to over 20 dif- 
ferent advertisers, he said. And, 
more important, the commercial util- 
ization of these programs is for prod- 
uct, hard-sell commercials as op- 
posed to so-called institutional or 
corporate messages which character- 
ized sponsorship of this kind of 
show in radio and heretofore in TV. 

CBS Television Stations National 
Sales has put together a qualitative 
two-part study, researched by ARB, 
of the relationship between tv view- 
ing and product purchasing of 1,000 
families in Los Angeles. 

Now being circulated among ad- 
vertising agencies, the study centers 
on how KNXT reaches consumers 
who do the heavy buying. 

Sales: AMF Pinspotters, Inc. has 
signed for sponsorship in four CBS 
TV daytime shows, believed to be the 
first time that a major bowling 
manufacturer has used multiple day- 
time network tv to reach the wom- 
en's audience . . . Endicott Johnson 
footwear, an advertiser on the re- 
cently cancelled "Steve Allen Show," 
will sponsor "Maverick" on ABC TV. 


has been reassigned as sales man- 
ager of ABC TV's Detroit office. 


TvAR has a new study to support the 
use of spot tv which shows that net- 
work programs, when used alone, 
don't permit market-regulated ad- 
vertising pressure. 

The report studies the 65 network 
programs for which market-by-mar- 
ket data are available in the latest 
ARB "Local Market Comprehensive 

Salient finding: Whereas the top 
20 markets contain 55% of all tv 
homes, most network shows fail to 
deliver 55% of their audience in 
these markets which represent the 
prime source of income for most 

CBS Television Stations National 
Sales has opened an office in St. 
Louis in the KMOX-TV building. 

[leading the new branch is William 
F. Miller, formerly an account ex- 
ecutive in the New York office of 
the group. 

Appointments: WMGM, New York, to 
Katz for national sales . . . KUKA, 
San Antonio to National Time Sales 
. . . WWRL, New York, to John E. 
Pearson for national sales. 


to creative coordinator of the sales 
promotion department at CBS Ra- 
dio Spot Sales . . . Lloyd A. Raskopf 
to the New York sales staff of Adam 
Young . . . Donald G. Green to the 
New York sales staff of Young-TV 
... J. Norman Nelson to director of 
marketing and sales development at 
AM Radio Sales. 


Hollywood Television Service li- 
censed its entire library of films to 
KSWB-TV, Elk City, Okla. 

The transaction includes a total 
of over 1,200 films, ranging from 13- 
minute serial chapters in "Adven- 
ture Serial Theatre of the 50's" and 
"Action Theatre of the 50's," to full 
length features. 

HTS has sold its entire catalog 
to individual stations in the past, 
but on a piece-meal basis and not, 


29 jam \ky 1962 

as this sale, in a lump-sum contract. 

The ninth International Advertising 
Film Festival has been scheduled for 
11-15 June at the Palazzo del Cine- 
ma, Lido, Venice. 

Entry is open to all persons or 
companies in the world who make 
and/or distribute advertising films 
for cinema and television. 

Financial report: Trans-Lux declared 
a five percent stock dividend to be 
paid 2 April to stockholders of rec- 
ord as of 9 March. 

Hennig has been named vice presi- 
dent of Intercontinental Television, 
S.A. . . . Gerry Burrows to manager 
of the Montreal branch office of 
Caldwell Television Film Sales . . . 
Joseph Schackner to assistant to the 
vice president of Television Affiliates 

Station Transactions 

Dismissal of a stockholder's suit by 
the Chancery Court in Wilmington, 
Del., cleared the way for the transfer 
of the Friendly Group stations to 
United Printers and Publishers. 

The suit was instituted last August 
by Bertram Field of New York to 
block the acquisition. He claimed 
the proposed purchase price was ex- 
cessive. He reversed himself, how- 
ever, after a report by the American 
Appraisal Company which confirmed 
the fairness of the price. 

The sale was the largest single 
transaction of tv and radio stations 
ever approved by the FCC. Stations 
involved include WSTV (AM & TV), 
Steubenville, 0., KODE (AM & TV), 
Joplin, Missouri, WBOY-TV (AM & 
TV), Clarksburg, W. Va., WRGP-TV, 
Chattanooga, WRDW-TV, Augusta, 
Ga., WPIT, Pittsburgh, WSOL, Tampa. 

Authorization: An increase in power 
to 50 kw and 100 kw respectively for 
KPOL AM and FM, Los Angeles, got 
the FCC green light, making the am 
outlet one of seven in Los Angeles 
with an authorized power of 50 kw. 

Sale: WEAU-TV, Eau Claire, Wiscon- 

sin, was sold by the Morgan Murphy 
Group for $2,100,000. The buyer is 
the Appleton Post-Crescent news- 
paper. Broker: Blackburn & Com- 

New stations: Fetzer Television, Inc. 

has been granted a construction per- 
mit for a new channel 10 in Sault 
Ste. Marie, Mich., for the first tv 
station in the eastern half of Mich- 
igan's upper peninsula, which will 
also serve the northernmost coun- 
ties of the lower peninsula and a 
large section of Ontario. The outlet 
will receive its programing via a 
new microwave system to be con- 
structed by Fetzer, linking it to 
WWTV, Cadillac-Traverse City. It will 
also carry network programs of ABC 
and CBS. 

More broadcast time: KDIX-TV, Dick- 
inson, N.D., goes "full time" today, 
29 January, with the Monday-Satur- 
day sign-on time at 7 a.m. and sign- 
off at 11:10 p.m. Sunday continues to 
start at 12:30. 

Public Service 

The big public service undertaking 
last and this week in the broadcast 
news is the coverage of the U.S.'s 
first attempt to send a man into 
As in previous Cape Canaveral 

space-shot events, the tv and radio 
networks pooled their coverage. 
However, significant were the inde- 
pendent steps being taken by local 
stations, many of which sent their 
own camera crews and newsmen to 
the sight of the shoot. Two such sta- 
tions were WGH, Newport News, Va. 
and WMGM, New York. 

WGH has constructed special 
broadcast facilities and aerospace 
editor Dick Kidney was on hand for 
special live broadcast starting just 
before lift-off. Live progress reports 
continue throughout the space trip. 

WMGM will also be on hand with 
live reports and, in addition, will 
spotlight overseas reaction during 
the expected six hours, relayed by 
correspondents stationed in the ma- 
jor capitals of the world. 

Kudos: The Y.M.C.A. of the Greater 
Baltimore area awarded WEBB its 
public service award for giving gen- 
erously of their time to further the 
cause of the organization . . . WDZ, 
Decatur, presented Henry Bolz, re- 
tiring secretary of the Assn. of Com- 
merce, with the superior service 
award and a $25 savings bond, as a 
token of appreciation . . . Joseph P. 
Dqugherty, vice president of Capital 
Cities Broadcasting Corp., has been 
named chairman of the Subcommit- 
tee on Minority Housing by Mayor 
W. H. Reynolds of Providence. ^ 

The sales we reject ... 
prove our worth! 

In selling or buying a broadcast property, one of your greatest 
protections is Blackburn's often demonstrated willingness to reject 
a sale ratber than risk our reputation. Our business is 
built on confidence; no single commission can be worth as 
much as our good name. 

BLACKBURN & Company, Inc. 



lames W. Blackburn 
jack V. Harvey 
Joseph M. Sitrick 
RCA Building 
FEderal 3-9270 

H. W. Cassill 
William B. Ryan 
333 N. Michigan Ave. 
Chicago, Illinois 
Financial 6-6460 


Clifford B. Marshall 
Stanley Whitaker 
Robert M. Baird 
John C. Williams 
1102 Healey Bldg. 
lAckson 5-1576 


Colin M. Selph 
Calif. Bank Bldg. 
9441 Wilshire Blvd. 
Beverly Hills, Calif. 
CRestview 4-2770 


29 JANUARY 1962 




We've visualized it. Now let's prove it. 

The graphs above are actual studies of two markets in the top twenty. Both are in the east. Market 

is smaller than Market B. That's what makes it so interesting. 

Market A is smaller in tv home potential, in metro sales, in total tv market sales, in average homt 

viewing, in net weekly circulation. 





■ M i~*^ ,^e*? mm =»♦ ail it hannpnc all over the country iust too frequently to be called a coincidencf 



'**) Above er^ n u . 

year byy ear 

A ™cl B VZ L? pof hilars p/aced 


Increased National Spot and Trade Paper Advertising seem to go together like a horse and carriage 
nd apparently, even in broadcasting, "you can't have one without the other." 

«iour own station may be in one of the two markets above. We'd be glad to give you all the facts, in 
erson, any time at all. 



the shell 
of the nut 

the meat... 

Doesn't over cover it. Doesn't undercover it. 
Covers it just right. 

There's a moral here for broadcasters. 

Some ad publications claim from 30,000 to 
60,000 readers. At most, we estimate there are 
perhaps 7,000 to 8,000 who might have some 
influence on a spot or national buy. 

Why pay for a coconut to cover an acorn? 

To cover the people who buy time — nothing 
does it like a broadcast book. 


555 FIFTH AVE., NEW YORK 17, N. Y. 
sells the team that buys the time 


^ . - . _ : -. -^ •- 


Hal James has joined the New 'i ork office 
of Foole. ('one \ Bclding a- an associate 
director of broadcast and broadcast super- 
visor of the agency's General Foods, Clair- 
ol. Trans World Air Lines and Angostura- 
Wuppermann accounts. James was a part- 
ner and associate of Robert C. Durham, 
management consultant firm, from 1959-60. 
Before that he was director of national 
sales for Independent Television Corp., and vice president and di- 
rector of radio and tv programing at DCS&S and Ellington & Co. 

William L. "Bill" Wright, former air 
personality and director of sales service at 
W1BG, Philadelphia, is the new national 
radio sales manager for Storer Broadcast- 
ing, succeeding Joseph T. Conway who 
moved to WIBG as general manager. 
Wright has been with the station since 
July 1957. His early career included posts 
at WPIN, St. Petersburg and WSFA, 
Montgomery. In 1954 he joined WAPI (AM & TV I. Birmingham, 
and in 1956 he went to WBRC (AM-FM & TV), Birmingham. 

^» ». Joseph P. Cuff, national sales manager of 

Robert E. Eastman since June 1961. has 
been elected vice president in charge of 
sales. Cuff will retain the duties of nation- 
al sales manager. With Eastman since 
1958, he was named eastern sales manager 
in 1959. Earlier he had been advertising 
and sales representative for the Hearst 
newspapers. Cuff's background prior to 
that includes several vears with the New York Journal American 
and the Hearst Advertising Service. He is a eraduate of Cornell. 

Joseph F. Frazer, NBC Radio Spot Sales 
account executive, has been named sales 
manager. WNBC. New York. He first 
joined the network in October 1958 as a 
salesman for WRCV. the NBC o&o in 
Philadelphia. Two years later he was pro- 
moted to account executive with NBC Ra- 
dio Spot Sales in New York. Prior to his 
network career, Frazer was a member of 
the tv sales staff of the Storer station in Philadelphia. \\ \ 
earlier experience included sales positions with Philadelphia 

I I . His 


29 .JANUARY 1962 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Al Larson, a seven year veteran of the tv sales staff of Avery-Knodel, feels 
great concern about opinions that "automation and 'intelligent' machines . . . 
are going to take over" the advertising industry. A former salesman for 
Paul H. Raymer Co., and holder of the record for the highest billing of any 
salesman in 20 years while at station WDRC, Hartford, Conn., Larson says 
the very fundamental basis of the whole industry is creativity. He would 
rather see creativity and "machines" that are refining the worth of the indus- 
try talked about at the same time. Let's keep creativity in selling, is his plea. 

Creativity: the catalyst that swings the sale 

I here has been a lot of talk and many printed words 
lately in the advertising industry concerning automation 
and "intelligent" machines which are going to "take over." 
That's all right, if it improves the efficiency of advertising 
and brings more dollars to advertising budgets. But 
where's the talk today about the salesman who thinks crea- 
tively, sells creatively? There's not much. And that isn't 

In 1960, only 2.86% of the total national income was 
invested in advertising. If that figure is to be increased, 
the advertising industry — and in particular the broadcast- 
ing industry — should and must attract and hold creative 
salesmen — creative buyers, too. Agencies annually spend 
millions of dollars to create copy themes and handsome 
art. But good advertising without creative strategy in 
the selection of media can destroy ever bit of time and 
effort put into the creation of it. 

Since, generally, media salesmen don't enter into the de- 
termination of the size of budgets allocated for each me- 
dium, the bald-faced truth of the matter is that in "creat- 
ing" money for his own medium, the salesman essentially 
finds himself in the position of doing so at another medi- 
um's expense. 

But creative competition never hurts the industry. New 
thoughts, new avenues of attack, frequently produce grati- 
fying results. I'm reminded of my situation back in those 
"housing shortage" days just before I was married. The 
scene was Hartford, and everyone told me a "reasonable" 
apartment just didn't exist. I ran the following ad in 
print: "Chief desires 3-5 room furnished tepee. No pa- 
poose. No want scalp prices. Telephone 2-4478." On the 
air I ran a dramatic skit with one of the announcers, 
organ music and all. Result: I got my apartment and 
lived happily ever after. 

Shakespeare once said, "Creativity is coming up with 

something no one else has thought of — lately." This wasn't 
said by the Old Bard, but by Sam Shakespeare, my barber. 

Again, going back to my days in Hartford, I was ex- 
periencing difficulty in selling radio time to several news- 
paper-minded retailers. But Starch readership figures, 
combined with a solid positive story for my own medium, 
resulted in the shifting of sizeable portions of their budg- 
els to station WDRC. 

One tactic I used successfully was to stress radio's broad 
coverage in comparison to newspaper circulation. I worked 
up a detailed map to show penetration of both media and 
then demonstrated the homes WDRC could deliver for 
specific portions of the retailer's budget. 

As spot television salesmen, we were helpful in keeping 
the budget of one of television's biggest spenders in spot, 
rather than switching to network, by means of creative 
presentations to both agency and client, thus benefiting 
not only our own represented stations but all others as 

In one of our markets a leading dentifrice was spending 
$625 per week in another medium. A presentation to 
agency and client showed the outstanding advantages of 
spot tv. A specific proposal was made indicating the num- 
ber of impressions the advertiser would make. Result: the 
complete budget moved to television and was increased to 
$950 a week. And other markets were added to the lineup. 

One of the wisest men in the advertising industry -keeps 
pointing out that advertising as such does not answer con- 
sumers' needs. It creates desires for the products adver- 
tised. This is the fundamental basis of the whole industry 
— creating. So let's keep creativity in selling. Let's put 
more of it into selling. Let's talk about it at the same time 
that "machines" are refining the worth of an industry into 
which millions of dollars are invested annually. ^ 


29 JANUARY 1962 



Our greatest offensive weapon 

Once again it is time to begin making plans for the annual 
Radio Free Europe fund raising drive. And this year, say 
the expert-, there is a greater need than ever before to support 
1 1 » i — extraordinary broadcasting activity. 

Apparently there is growing evidence of division within 
the Communist ranks, n