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■ONEERS LIBRARY
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on, D.C. 20036
http://archive.org/details/sponsor161426spon
2 APRIL 19S2
40< a copy • $8 a year
THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE
\\ LU UIVLl
R3 1962
NBC GENERAL LIBRARY
Oklahoma's richest
half is covered best
by TULSA'S FINEST
PIGGY-BACKS:
ARE THEY
HOGGING TV?
Advertisers defend a
growing practice that
broadcasters, Tv Code
authority see as danger
Page 29
KVOO £ TV
Tulsa, Oklahoma
New marketing
advances stir
Burnett media
Page 32
How net radio
is rebuilding
o&o stations
Page 35
Represented by
( EdwardYPetry &Yco., Inc.]
The Original Station Representative
SPONSOR NAB
CONVENTION
SPECIAL
Page 51
dependable
V WFAA-820
• SOUTHWEST CENTRAL
WFAA sells dependability around the clock!
Audience promotion is important in radio. Using good judgment along with it
is equally important, else promotion becomes fantasy. You know that depend-
ability builds believability, the most important ingredient in selling merchandise.
In the Dallas-Ft. Worth market you can depend on WFAA radio.
WFAA-820
RADIO
r^B D
A L L A S
l9NMtf »r U*mv*if+»i •Yc* **) Tkt C*'*'"*1 i«'i«« **F"
(3ommimCco^t6(3eid^r, dalla
WFAA • AM • FM • TV-THE DALLAS MORNING NEWS
BALANCED PROQRAMMINO
W»
Successful broadcasters know it calls
for talent, planning and a musical
repertory of variety and distinction.
During the NAB Convention, hear
these sales-packed, easy-to-use
albums at the SESAC Hospitality Suite
1206, Conrad Hilton Hotel.
THE "DRUMMERS"*
MONEY-MAKING MUSICAL PROGRAM AIDS,
POP - COUNTRY & WESTERN
SESAC RECORDINGS*
ALL-NEW LP ALBUMS, DESIGNED TO GIVE
YOUR STATION THE BEST IN MODERN
HI-FI SOUND
"JUST A MINUTE!"
SIXTY-SECOND SHOWSTOPPERS FOR
THOSE HARD-TO-FILL PROGRAMMING
SLOTS
"REPERTORY RECORDINGS"
WIDELY ACCLAIMED 45 RPM ALBUMS
SPECIAL PACKAGES
INTRODUCING "MOOD MAGIC," A 1962
NAB CONVENTION FIRST. ALSO "INSTANT
SPORTS MUSIC," "A GOSPEL SING" AND
"CHRISTMAS SONGS AND SYMBOLS"
INC.
10 COLUMBUS CIRCLE -NEW YORK 19, N. Y.
'trademarks
SPONSOR • 2 APRIL 1962
The Embassy of Viet-Nam
His Excellency Tran Van Chuong,
Ambassador of Viet-Nam to the
United States, and Madame Tran Van Chuong,
in the Drawing Room of the Embassy . . .
another in the WTOP-TV series
on the Washington diplomatic scene.
ASHINGTON,
Represented by TvAR
POST- NEWSWEEK
STATIONS A DIVISION OF
THE WASHINGTON POST COMPANY
■
u0NDETRHEAsra
BY STATION DEMAND
* Philadelphia WFIL-TV
Atlanta WSB-TV
Mi^1 WdCwjW-TV
«i«wfiand wj
Vega5
^gasKSS>
ORIGINAL TITLE
Lancaster WGAL-TV
Portland. Me. «»*™
Wilkes-BarreWBRE- „
< ,M I*
T3C°
ma-
,<«£>«"*
lot
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AP^ ad^
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SPONSOR • 2 APRIL 1962
© Vol. 16, No. 14 • 2 APRIL 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Piggy-backs: are they hogging tv?
29 While advertisers defend a growing practice, many broadcasters and the
NAB Code Authority are studying split-commercial techniques with alarm
Plans altered by marketing
32 Leo Burnett media strategy has taken some new turns with the rise
in new products, effect of local problems on national dollar deployment
Rebirth of radio's o&os
35 How the once-proud net o&o radio stations are getting a face-lifting
after a decade of declining prestige; rebuilding policies vary widely
Tv keeps vans on the move
39 Moving van company uses "thinking" type television program to reach
quality audience and discovers vehicle pays off in quantity as well
New Nielsen data on radio
41 Nielsen publishes "total listening" figures on in-home and out-of-home
radio usage for all U. S. counties in special NAB Convention booklet
51 NAB CONVENTION SPECIAL
NEWS: Sponsor- Week 9, Sponsor-Scope 23, Washington Week 99, Spot-
Scope TOO, Sponsor Hears 102, Sponsor- Week Wrap-Up 103. Tv and Radio
Newsmakers 108
DEPARTMENTS: Sponsor Backstage 14, 555/5th 20, Time-
buyer's Corner 44, Seller's Viewpoint 109, Sponsor Speaks 110, Ten-Second
Spots 1 1 0
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;
senior editor, Jo Ranson; Chicago manager, Gwen Smart; assistant news
editor, Heyward Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup,
Ruth S. Frank, Jane Pollak; contributing editor, Jack Ansell; columnist, Joe
Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial re-
search, Carole Ferster; special projects editor, David Wisely.
Advertising: assistant sales manager, Wlllard L. Dougherty; southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spongier; western
manager, George G. Dietrich, Jr.; production manager, Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; Lillian Berkof, John J.
Kelly, Lydia Martinez, Jenny Marwil.
Administrative: business manager, Cecil Barrle; George Becker. Mi-
chael Crocco, Jo Ganci, Syd Guttman, Judith Lyons, Charles Nash, Lenore
Roland, Manuela Santalla, Irene Sulzbach.
© 1962 SPONSOR Publications Inc.
Member of Business Publications
Audit of Circulations 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
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28), Hollywood 4-8089. Printing Office:
3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other
countries $11 a year. Single copies 40c\ Printed U.S.A. Published weekly. 2nd class
postage paid at Baltimore, Md.
SPONSOR
2 APRIL 1962
I'm Joe Floyd. . .
/ CONSIDER MYSELF
A HELLUVA SALESMAN!
That's the way I threw my hat in the
ring with KELO-tv just eight years apo.
I didn't dream there were so many
like-minded helluva salesmen in the
nation's advertising marts and media
rooms. The way they latched on to
KELO-tv was terrific. And we gave 'em
a run for their money from the start!
Like the way we pushed back the
walls, not just of the studio but of the
who'e doggone market, to give ad-
vertisers the fantastic KELO-LAND
spread — 103 counties in 73,496
square miles of five states. Today no
ad campaign is a national campaign
without KELO-LAND TV.
CBS* ABC
kelOland
KELO-tv SIOUX FALLS; and interconnected
KDLO-tv and KPLO-tv
JOE FLOYD, Pres. • Evans Nord, Executive
Vice Pres. & Gen. Mgr. • Larry Bentson,
Vice-Pres.
Represented nationally by H-R
in Minneapolis by Wayne Evans & Associates
Midcontinent Broadcasting Group
KELO-LAND/tv & radio Sioux Falls. S. 0.;
WLOL/am, fm Minneapolis-St. Paul: WKOW/am
& tv Madison. Wis.; KSO radio Des Mo'nes
7
WG4LTY
OUR 14th YEAR
provides continued opportunity
to program WGAL-TV in such
diversity and depth as to best
meet the widely divergent needs
and desires of the many communities
WGAL-TV is privileged to serve.
To this end we pledge the conscientious
use of Channel 8 facilities.
WGAL-TV
CJuxjutd <?
Lancaster, Pa.
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres.
W C A L • T V
issi i :: i ihi
Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco
8 SPONSOR • 2 APRIL 1962
2 April 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
A GLOBAL WASTELAND?
Minow, Greene attack image of U.S. tv programs
for entire world; Treyz named Warner int'l tv v.p.
Just as the furor over whether U.S.
tv is a "vast wasteland" in this
country has been dying down, the
much broader issue has come up of
whether U. S. tv provides a damag-
ing image of the West all over the
globe.
Critics of U. S. tv abroad contend
that action programs — especially
Westerns and mysteries — hardly
paint an attractive picture of Amer-
ican democracy on the multiplying
tv screens of Latin America, Asia,
and Africa.
Amidst these attacks came the
news that Ollie Treyz would go to
Warner Bros, to head up its interna-
tional department.
Treyz, removed two weeks ago as
president of ABC TV, will join
Warner Brothers tv department as
v.p. and world-wide sales manager,
effective 1 May.
In 1958-60 Rod Erickson held a
similar post with Warners. But now
the studio is expanding radically and
bringing in independent packagers.
Treyz is expected to play a "leading
part" in this expansion. He will also
be a liaison to networks, agencies,
and advertisers.
Earlier, the action-adventure type
of programing in which Warners is
known to specialize became the sub-
ject of a series of attacks made last
week by FCC Chairman Newton Min-
ow and BBC director General Hugh
Carlton Greene.
In many countries motion pictures
long give people their principal
ideas about the United States. Now
the tv screen is perhaps supplanting
the movie screen as a source of no-
tions abroad regarding this country.
Tv film and tape exports are now
said to be about $50 million a year.
Many other studios, including MCA,
MGM, Screen Gems, and Ziv-UA, de-
rive added income from foreign sales
of programs which are primarily de-
signed for domestic consumption.
But stories taken as just stories here
convey more literalism abroad.
The two principal suppliers of an-
other type of American tv program-
ing overseas — news and public af-
fairs—are CBS Films and NBC In-
ternational. Besides distribution of
public affairs programs, each of the
two networks has distribution ar-
rangements with foreign networks
for first call on network news doc-
umentaries and specials.
$1 MIL. P0ST-'48s ADDED
BY TWO ABC TV O&O's
ABC TV o&o's beefed up their
feature film libraries last week in
two cities with million dollar invest-
ments in post-1948 Columbias and
other features.
The stations are WXYZ-TV, Detroit,
and KGO-TV, San Francisco. Each
paid about $1 million for 210 post-
1948 Columbias, 65 pre-1948 Uni-
versal and other features. Distribu-
tor is Screen Gems.
DAYTIME ERNIE FORD's
$2.2 MIL. ADVANCE
When Tennessee Ernie Ford
begins his new daytime strip
on ABC TV today at 11-11:30
a.m., it will be with a heavy
$2.25 million sales advance and
a line-up of 150 stations, the
longest ever in ABC TV day-
time.
BAR to take initiative
on station monitoring,
monthly printed ranking
A highly controversial move in the
area of station monitoring has been
taken by BAR.
BAR, whose monitoring services
for NAB ended recently will publish
monthly reports on commercial prac-
tices of 240 tv stations in 77 mar-
kets. Called the BAR Certification
Plan, the report will cover both sub-
scribers and non-subscribers.
Stations will be graded according
to how well they agree with the NAB
Code, whether they subscribe or not.
BAR recently criticized NAB for
being unable to make violators of
the code known.
BAR president Robert W. Morris
said the plan would start this month.
By spring, 1963, he expected 500 tv
stations to be covered.
At presstime, NAB officials, pre-
paring for the Convention, could not
be reached for comment.
Trade observers expect strong re-
actions from individual stations,
many of which have expressed vehe-
ment objections in the past to "po-
licing," whatever the form.
SPONSOR
2 april 1962
SP0NS0R-WEEK/2 April 1962
REGGIE SCHUEBEL
TO JOIN NORTH ADV.
Reggie Schuebel will join North
Advertising as v.p. in charge of tv,
radio and media, effective 15 April.
Miss Schuebel, one of the leading
women in tv
advertising,
will resign her
post as v.p. of
Guild, Bascom
<
& Bonfigli.
She is said to
be the only
woman ever to
Reggie Schuebel nead tne ra.
dio/tv department of a leading
agency.
She introduced new patterns for
split-screen IDs and also played a
role in political advertising on tv
and other media for President Ken-
nedy and Gov. Hughes (N. J.).
NBC's $5.4 mil. sales
with four big buys
NBC TV reports $5.4 million (esti-
mated) in nighttime sales for the
week of 19 March.
Whitehall purchased alternate
sponsorship of Price is Right and
Lorillard purchased alternate spon-
sorship of Joey Bishop. Each is for
26 weeks.
Colgate purchased participations
for 26 weeks in Laramie and Maybel-
line participations for 52 weeks in
Saturday night movies.
ABC TV colorcasting to start
in fall, expand in 1963-64
The five ABC TV o&o's will begin
color telecasting in the fall of two
cartoon series and certain Sunday
night features, Leonard Goldenson
announced last week. He said color
would expand further in 1963-64.
The two cartoons slated for tint
are Tv Flintstones and Matty's Fun-
nies. Features for Sunday night
which have color will be colorcast.
Affiliates may also be picking up
the network color feed.
'Voice of Firestone'
returning on ABC TV
Voire of Firestone will return
to ABC TV in the fall after a
hiatus of several seasons. Fire-
stone in the meantime has spon-
sored public affairs shows on
other networks.
The long-running Voice of
Firestone show came to an
end in L959. Its revival is at-
tributed to Thomas Moore's ef-
fort to upgrade the ABC pro-
graming image.
Voice of Firestone will re-
sume on 30 September on Sun-
days at 10:00-10:30 p.m. The
show will be produced bv ABC
TV. Firestone has signed 52
weeks firm.
Voice of Firestone began on
radio in December 1928. The
series later was seen on tv be-
tween 1954 and 1959 on ABC.
Then its 31 year run ended.
No agency was named in the
new Firestone-ABC transaction.
TvAR: MARKET SPREAD
IN PRODUCT, BRAND USE
TvAR's latest brand comparison
report reveals very wide differences
in brand use from market to market.
Studies were conducted by means
of Pulse interviews in September
1961, with 5,600 families.
Instant coffee use reported ranged
from 68% in Charlotte to 41% in
Pittsburgh. Maxwell House was the
leading regular market in six mar-
kets, but it was second in Pitts-
burgh and fourth in San Francisco.
Filter cigarettes are used by 60%
of men in Charlotte but only 38%
in Pittsburgh and 41% in Cleveland.
Ken-L-Ration dog food led in Bal-
timore and Washington but was 14th
in San Francisco.
Three brands led their respective
categories but by differing margins
in the eight cities. The brands are
Lipton Tea, Kellogg's Corn Flakes,
and Hershey Chocolate Syrup.
ALLEN NAMED TO NEW
RKO GENERAL POST
Sidney P. Allen has been ap-
pointed director of agency-client re-
lations for KRO General National
Sales Division.
Allen was previously New York
sales manager
for CKLW-AM-
TV, RKO Gen-
eral stations
in Detroit, and
a general , m. . V-
sales execu-
tive for RKO
General NSD.
Allen was at Sidney P. Allen
one time affiliated with NBC TV and
Mutual.
For 23 years Allen was at MBS,
for five years as v.p. in charge of
sales.
Virtues, defects of
computers debated
A clash between Y&R and Burnett
executives was expected today on
the subject of the usefulness of
computers to agencies.
The debate was to be part of the
third session of CMB seminar, in
progress at the Advertising Club of
New York.
George D. Farrand, v.p. and treas-
urer of Y&R, was expected to present
a detailed diary of his agency's ex-
perience in using computers in ac-
counting and media.
Dr. John Maloney, research devel-
opment director of Burnett, is ex-
pected to deliver a report which
criticizes attitudes toward com-
puters, stating, "the industry in us-
ing computers faces the problem of
assumptions, the fallibility of the
computer, the dependency of the
computer upon proper programing.
Management is still inclined to as-
sume that you can jam any and all
advertising problems into the ma-
chine, punch a button and get an
answer."
10
>I'U\SIH!
2 m'kil 1962
The hullaballoo in Congress on the FCC De-
intermixture question has developed some
peculiar reactions among our duly elected
representatives. Not too long ago, the House
committee said — "The committee recommends
that, pending the outcome of the proposed pro-
gram of research and development concerning
the feasibility of a major shift to UHF, the
Commission vigorously press forward in its
program of selective deintermixture, of which
its reports and orders of February 26, 1957,
are a partial result. The Commission should
broaden this program to include many more
markets, if feasible in the public interest, and
should continue to order the removal or con-
version of existing stations where the public
interest requires. The Committee will follow
closely the pace and progress of the Commis-
sion's deintermixture program."
a statement of
WWLP & WRLP
SPRINGFIELD — MASS. — GREENFIELD
(Television in Western New England)
by William L Putnam
The Senate committee has said — "Deinter-
mixture should be effected on as broad a basis
as possible in order to make clear to the broad-
casting industry, to advertisers and advertising
agencies, and to the public that UHF is not
only going to be maintained but expanded to
assume its necessary place in our overall tele-
vision system. In so doing, of course, long
awaited encouragement will be given to many
UHF broadcasters who are hanging on, despite
severe losses, in hope that at long last some-
thing will be done for UHF besides talking
about it."
That's what the fellows said — a funny thing
must have happened to them on their way over
to Capitol Hill recently. They look the same,
but for some reason they don't sound the same.
Represented nationally by HOLLINGBERY
SPONSOR
2 april 1962
11
SPONSOR- WEEK/ 2 aphi 1962
mmmmmmmmmmmmmmmm
WAYNE IS PRESIDENT
OF ABC's KGO RADIO
Elmer 0. Wayne, general manager
of KGO Radio, San Francisco, has
been elected president of the sta-
tion, an ABC o&o.
Wayne joined KGO as general
manager in
July 1960. He
was previously
general sales
manager of
KFI, Los An-
geles, for six
years a sales
representative
Elmer 0. Wayne witn Curtjs
Publishing Co., and v.p. and sales
manager of WJR, Detroit.
CBS TV o&o's to start
2nd internat'l exchange
The CBS TV o&o's will begin their
second international program ex-
change on 3 May.
The CBS stations will contribute
an hour tape of Eugene Ormandy
and the Philadelphia Orchestra,
made by WCAU-TV and already sold
to Campbell Soup and Jirard Trust.
Programs for International Hour,
title of exchange, will be contributed
by broadcasters in Argentina, Aus-
tralia, Canada, Great Britain, Italy,
Japan, and Mexico.
Toy advertisers sponsor
ITC's Supercar
Remco (Webb Associates) has pur-
chased full sponsorship of ITC's syn-
dicated Supercar in 13 markets.
The cities are: Albany, N. Y., Buf-
falo, Cincinnati, Cleveland, Dallas,
Houston, Indianapolis, Milwaukee,
Portland, Ore., Providence, Ro-
chester, St. Louis, Syracuse.
Another toy advertiser, American
Doll & Toy (Madison Square Adv.)
recently bought the same tv series
in New York, Los Angeles, Phila-
delphia, Boston, Washington, and
San Francisco.
NBC: our gain is
ABC's (ratings) loss
\P>< TV reports that it had
made audience gains among
younger and larger families
latel) — both at the expense of
ABC — and putting NBC ahead
of CBS in these areas.
Sunday through Saturday
7:30-11 p.m. ratings for head
of household under 40 in NTI
November-December 1961 give
NBC 20.5. CBS 19.0, and ABC
18.3.
Compared to the previous
year, NBC rose 2.5%, CBS
0.5%, and ABC lost 4.6%.
For the same ratings base
NBC reports it leads in reach-
ing families of five or more
with 21.1, compared to 21.0 for
CBS and 20.4 for ABC. In
these scores NBC rose 2.9 over
the previous year, compared to
2.0', for CBS, while ABC sus-
tained a loss of 5.0%.
The same NTI report indi-
cated, however, that CBS was
in first place in four other
demographic groupings: total
U.S., households whose head is
40-54 and also the 55 & over
group, and small families of
one or two persons.
THIS NAB CONVENTION
MAY BE LARGEST OF ALL
Chicago:
The 40th annual NAB convention,
which began yesterday and runs this
week at the Conrad Hilton in Chi-
cago, is expected to be attended by
over 3000 broadcasting executives
and may be the largest gathering in
NAB history.
(See NAB Convention Special sec-
tion, starting on p. 61, this issue.)
Last year 3,101 attended the con-
vention in Washington, D. C. and
this figure will probably be exceeded
this week. An additional 1,000 or so
persons, not figured in registration
tallies, may be present to man ex-
(Continued on page 96, col. 1)
SHAKER NAMED PRES.
OF ABC TV O&O'S;
CONLEY TO HEAD NSS
It was confirmed last week by
ABC TV that Theodore F. Shaker
would become president of the ABC
TV o&o's.
The post was vacated when Julius
Barnathan was named v.p. and gen-
eral manager of the network.
Shaker joined ABC TV last June
as v.p. of ABC
TV National
Station Sales
when the unit
first formed.
The follow-
ing month he
was elected
president of
the unit.
He was previously director of CBS
TV network program sales and had
been with CBS since 1951.
James Conley, already v.p. and
general sales manager of ABC TV
NSS, succeeds Shaker, becoming
executive v.p. and general manager
of NSS.
Lewine succeeds Cioppa
as CBS Hollywood v.p.
Robert F. Lewine is appointed v.p.
of programs, Hollywood, for CBS TV,
effective today.
Since 1959 Lewine has been v.p.
of programs for CBS Films. He was
programs v.p. of NBC TV from 1957
to 1959 and before that programing
and talent v.p. for ABC TV.
Lewine succeeds Guy della Cioppa,
who recently resigned the CBS post
of v.p. of programs, Hollywood.
Branigan to BCH
Richard L. Branigan last week
joined Broadcast Clearing House in
New York in the sales service de-
partment.
He was previously a sales execu-
tive for two New York radio stations,
WCBS and WMGM, and has been a
timebuyer for JWT and McC-E.
12
More SPONSOR-WEEK continued on page 96
,">■-,-:-.
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ih
RADIO
RADIO
It.'Zi*
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Wl
A sound argument
Money talks and so does radio. Today
network radio speaks for some of the
nation's most successful advertisers.
The fact that these companies put their
money on the CBS Radio Network
(and ABC, Mutual and NBC) in a time
of spiralling advertising costs is good
reason for you to listen to what net-
work radio has to say in the '60's.
AT&T, Bristol-Myers, General
Foods, B Lorillard, Mennen and R. J.
Reynolds were among those who used
all four radio networks last year.
American Motors, du Pont, Liggett
& Myers, Standard Brands and Phar-
maco used three networks. Campbell
Soup, Chrysler, General Mills, Gen-
eral Motors and Mentholatum were
among those on two networks.
And significantly, with the many
advertisers who relied on one network
(e.g., Corn Products, Cream of Wheat,
Grove Labs., Kiwi Polish, Nestle,
Pittsburgh Plate Glass), CBS Radio
was first choice by a striking margin.
These companies know that net-
work radio is the national advertis-
ing medium in which you can achieve
real selling effectiveness with real
economy— in absolute costs or on a
cost-per-thousand basis. Many of
them buy it to complement other,
more expensive media, to get greater
productivity per dollar for their total
advertising budget.
In today's profits squeeze situation,
we suggest you give the new ways to
use network radio a careful hearing.
Best place to begin: investigate the
special values available on the network
used by more advertisers exclusively,
THE CBS RADIO NETWORK
.
wm@
Check Pulse and Hooper . . . check
ihe results. You don'l have lo be a
Rhodes scholar io 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!
robert e. easiman & co., inc.
CEPBESENTATIVE
DAYTON... Ohio's
3rd Largest Market
by Joe Csida
Nighttime formula is daytime success
In the course of a fairly hectic business day
y <>u don't get much of an opportunity to watch
daytime television — at least I certainly don't.
So I was more than casually interested, during
a recent trip to Hollywood, to have had a length)
chat with Montj Hall, who has had a long and
successful career in radio and tv as an actor,
singer, sportscaster. emcee and producer.
Monty's comments on daytime programing have validity based on
experience . Right now, as a matter of fact, he is emcee on one SRO
daytime show. Video Village (CBS TV) and owns a second success-
ful daytimer. Your First Impression I NBC TV). What I didn't
know was that Impression marks a distinct departure for daytime
shows in that it has none of the usual earmarks — no prizes, no
rumpus room atmosphere.
On the contrary, it's the kind of panel show you'd expect to find
on during the evening. Its format calls for mystery guest celebri-
ties to be identified by the panel purely on a psychological basis —
the mystery guests' responses to word associations and incomplete
statements which they're asked to finish. If the answers from the
guests aren't forth coming within two seconds they cannot qualifv.
The answers are amazingly revealing in terms of the insight they
provide into the character of the hidden personality and the influ-
ences which shapes their thinking, career and behavior patterns.
Cinderella viewers don't exist
I hope you'll agree with me that this is a degree of cerebration
not normally associated with programing directed primarily to the
housewife, rather than the entire family. But as Monty points out,
it's the same woman who watches during the day as during the
night, so win differentiate just because the sun's up or down? Game
show, such as Video Village, which will be three years old soon and
is one of CBS TV's top daytime attractions, fill a definite and spe-
cific programing need and always will.
But three years ago Monty came to a decision and took a major
gamble. It was that there were and are enough game shows on the
air — both davtime and nighttime. He and his associates worked on
Impression for more than two years and ultimately got NBC TV
to go along in pioneering a new no-loot, no-prize format. One of
the proofs of the pudding in tv is a program's success in selling it-
self to the advertiser, which has been the case with Impression. This
acceptance, interestingly enough, develops another point of view —
one which I had opportunity to explore during another chat on my
Hollywood trip. This was with a successful film producer who — a
rarity — does not want to be identified. We got to talking about the
vast amount of research performed in the past on the conglomerate
bodj of television. His comment was succinct.
(Please turn to page 18)
14
j
SPONSOR
2 april 1962
The Broadcast Pioneers 2nd Annual Mike Award
presented to WGN Radio and Television on Feb-
ruary 25th, 1962 in New York City for distinguished
contribution to the art of broadcasting and in rec-
ognition of: dedicated adherence to quality, integrity
and responsibility in programming and management.
WGN Inc., 2501 Bradley Place, Chicago 18, Illinois
2 april 1962
15
SCIENCE FOR CHILDREN /A GAME FOR GROWN- UPS/ THE JOYOF HOPE AND LAUGHTER/ THE GIFT ft
One of a series of advertisements which reflects the balance, scope and diversity of NBC's program service.
'DOM/ THE BROADWAY OF LERNER AND LOEWE/ANDA FOND LOOK AT A LITERARY GIANT
I3EST SINGLE SOURCE OF NEWS, INFORMATION AND ENTERTAINMENT IN THE FREE WORLD
Did you know that
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18
Sponsor backstage [Continued from page 1 1
"All the data, fads, numbers, audience analyses produced so far,"
he said, "'can I seem to help the producer in one major area. \\ hat
makes for program sin cos as measured in terms of longevity ? It s
a formula no one can synthesize. You just cant predetermine
audience acceptance."
Take a look at t\ s long-running shows and youll find there cer-
tainly appears to be no common denominator. Ed Sullivan, '/ hat's
My Line. Lassie. Father Knows Best, Jack Benny, Gunsmoke, Danny
Thomas. Pern Como. It's easj to name these, and then it gets in-
creasing!) difficult to think of more. Rut the important fact all have
in common is enduring audience appeal. The why of that appeal
defies pinning down and. as mv producer friend said, no amount of
research seems able to provide any clue.
The reverse side of the coin, this producer pointed out. also pre-
sents an interesting picture. "How many shows that are on the net-
works now do you think will he around in ten years?" he asks. "1 ou
take a guess — I won't.' He added, somewhat bitterly, "and yet
other producers and I are supposed to have a special insight, or at
least we hope we have, into public taste and preferences."
"If there is any one area of programing certainty," he continued,
"its in kid programing. Unhappily, as far as the networks are con-
cerned, this is a limited market because sponsors with kid products
have a problem in supporting high tv costs actually, the best bet for
longevity, kid or adult shows, is in syndication, especially in moppet
shows for the obvious reason that a new audience becomes available
every year."
"Chances are," he continued, "that ten years from now Como, Sulli-
van, Dinah, and other long-running stars won't want to work, cer-
tainly not as regularly as they do now. Lassie will probably still be
around, but in off-network syndication, how many others? No
telling."
A merry-go-round for agencies
The strange part of it is that not all advertisers are sold on the
idea of longevity in programing or on long run identification with
one series. "I know of one major advertiser with a show that's been
outstandingly successful for some years. But more and more their
ad people and their agency are coming to the conclusion that the)
may be wasting a good part of their advertising budget on the series. I
They feel they keep appealing to the same audience week-in and
week-out and are failing to create new customers. Their identifica-
tion with the program is so strong that no other advertiser want- to
share because the second advertiser would get so little identification.
It's a bewildering merry-go-round, and for the producer, who mustl
be so cost conscious and who must take every precaution to get as
much of a run out of a property as possible, both to protect and
augment the production investment, it's even worse."
Yet it would appear that program longevity has much to offer inl
many ways. It gives a network an anchor around which to program!
front and back; it offers distinct advantages to sponsors allied withl
such programs and in the case of filmed shows enhances their resid-l
ual values enormously. But unlike so many other industries where!
duplication of a successful product so often spells financial success,!
these successful formulas can't be duplicated, much as advertisers!
and the networks might want to. Maybe it's because that's show|
biz. ^
SI'OVSOK
2 april 1962|
£■ &
-CN,.
IS £?.
Music to note...
i ./7 1
;-v
r /
Boston Symphony Orchestra
in a series of 13 one-hour
TV Concert Specials
The concerts, featuring the world renowned
104-piece orchestra to be conducted by
Charles Munch and Erich Leinsdorf,
will include the works of Beethoven, Haydn,
Honegger, Schumann, Franck, Milhaud, Piston,
Mozart, Bach, Copland, Handel, Diamond, Purcell,
Wagner, Mendelssohn, Sibelius and Brahms.
The first offering of this series will be made
at the NAB Convention in Chicago...
in our Suite (800) at the Conrad Hilton Hotel.
i >
t ■/
SEVEN ARTS
ASSOCIATED
CORP.
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS, LTD.
NEW YORK: 270 Park Avenue YUkon 6-1717
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Sorry, we
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Moscow . . .
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. . . but just about every
other 'phone number you
need is in SPONSOR'S
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trade publications).
All in the convenient pocket-size,
for only $.50 from
SPONSOR
555 Fifth Avenue, N. Y. 17
20
555 5
Mayo Clinic hasn't moved
I may be in Kansas now, but as an
ex-Minnesotan, I can't help but rush
to the defense of Rochester, Minne-
sota, which is the home of the famous
Mayo Clinic!
Despite your "10-second spot"' in-
dication that it is in Minneapolis land
the fact that Minneapolis would like
to claim it!), the Mayo Clinic is and
always has been in Rochester.
M. Dale Larsen
vice president and
general manager
KTVH
Wichita. Kansas
Still a good article
In accord with our request of Febru-
ary 20 and your permission of Feb-
ruary 26. the reprint of Mr. Richard
P. Doherty's article, "By What Stand-
ard Should U.S. TV Be Judged." ap-
pears on page 4 of our February
Technician-Engineer. Six copies of
this issue are enclosed herewith.
We extend our thanks to SPONSOR
for enabling us to bring Mr. Doher-
l\ s article to the attention or our
readers.
Albert 0. Hardy
editor
Technician-Engineer
Washington. D. C.
Some timebuyers wuz robbed
The results of the special survey on
knowledgeable timebuyers in the
South | '"They're the top buyers in
the South." 19 March] are just about
as authentic as a thirteen dollar bill!
And we are not talking about Confed-
erate money, either. When SPONSOR
relegates Pam Taberer of LNB&L to
the "Also Ran group and doesn't
even give honorable mention to Bob-
bie Kemp and Sherrj Phillips of the
same agency, we would say that they
wuz robbed.
name withheld
Issue on Negro market
I understand that SPONSOR publishes
an annual issue eoneeniing the Negro
market in radio and 1 am anxious to
obtain a cop} of the most recent such
issue.
I would appreciate your sending
us a copy of this issue and billing
our office for same.
We are urgently in need of this
copy and I would appreciate your
expediting the request as soon as
possible.
Ben Burns
Cooper Burns & Golin
Chicago, 111.
• SPONSOR'! annual Negro Market edition Is pub-
lished In September of each year. K\tra copies are
available al 50c each.
Down on all M's up
We here at Fine Arts radio. KFMB
AM-FM, appreciated the excellent
story you ran on page 65 of the 5
March issue. Thank you for running
this.
However, the call letters were
KFYVL in the article, and ours ara
KFML AM-FM.
Thank you again for the article, j
James F. Brown
vice president and
general manager
Fine Arts Broadcasting
Company
Denver
Everybody likes compliments
Needless to say. I was extremely de-
lighted with your article that began
in the 12 February edition of SPONSfl
["73 Bright Young Men— Today'!
Aside from being flattered by the re-
marks about me. I felt that it u I
extremelj well written, informative
and should undoubtedly be mosl in-
teresting to sponsor readers.
Ken C. T. Snyder
vice j) resident
\eedham, Louis & Brorby
Hollywood, Cal.
.
J
SPONSOR
2 IPRIL 1%2
WSAV covers more homes
than any other Savannah station!
^>i
COMPARATIVE ANALYSIS
Based upon Official Published Reports — Nielsen Coverage Study
(NCS '61) for Savannah, Georgia, Radio Stations
. . . WSAV reaches 25,350
more radio homes than its
nearest competitor.
ASK YOUR EAST/MAN TO SHOW YOU THE
COMPLETE NCS REPORT
Savannah
Radio
Weekly
Number
Station:
Homes:
Audience:
Counties:
WSAV
113,340
51,480
23
WBYC
48,640
14,320
3
WEAS
75,610
22,040
12
WSCA
49,570
22,750
3
WSOK
53,540
13,460
5
WTOC
87,990
43,960
16
It's OsjO in Savannah
Radio
630 Ice.
5,000 watts
NBC Network
represented by
eastman
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
NEW YORK'S PR
S T I G E
NDEPENDENT
Interpretation and commentary
on most significant tv/radio
and marketing news of the week
SPONSOR -SCOPE
2 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Broadcasters gathered for their annual meeting this week in Chicago may
find it rewarding to be conversant with some of the things that are of current mo-
ment to broadcast advertising in particular and advertising in general.
These matters, most of which can be tagged problems, include:
• The mounting frustration the bigger agencies face in client expansion be-
cause their present accounts keep proliferating their product and industry areas.
• A continuing concern over the fact that cost increases actuated by talent and
production unions have moved far faster than network time rates, with the result
that more and more smaller brands find themselves unable to meet nighttime costs.
• The trend toward routine use of the linear programed computer in agency
media functions which will in time make it imperative for the seller of spot tv to submit socio-
economic data on their markets and at fairly spaced intervals.
• Is corporate management reaching the breaking point? Are the demands for
personal service from the top agency layer, in terms of frequency and quantity, beyond the
bounds of human ability? (This has become a prime concern of agency managements.)
• How much, some advertisers are beginning to ask, should we leave our media
decision making to automation? Or would it be wiser policy to confine our acceptance
of automation to evidences of trends or as one way of interpreting the facts?
• On the agency side there's a disposition to steer tv stations toward availability
and accounting automation so as to help reduce the agency's own cost of doing business.
Spring does more than bring May flowers; it brings a flood of cigarette busi-
ness to spot tv.
Besides the perennial R. J. Reynolds brands, the current schedules include American's
Lucky Strike (BBDO), Pall Mall (SSC&B), Tareyton (Gumbinner), Lorillard's Newport
(L&N), York (L&N) and such newcomers to the fray as Reynolds' Brandon, American
Tobacco's Montclair and U. S. Tobacco's Skis (Donahue & Coe).
It's hard to imagine advertisers yielding to the idea, but a major tv rep is giv-
ing thought to advocating the adoption of a 28-day cancellation clause for renewals.
Under this system a current spot user would have to let the station know four weeks
in advance of expiration date, instead of two weeks, what schedule he planned to
retain.
As things now go, the rep's salesmen go into a tizzy as the date of expiration notice
approaches trying to figure out how many of the occupied spots can be offered on a
pending non-renewal basis.
With an additional two weeks in which to manouver, a rep could submit his list of
availabilities without any PNR's after some of them and avoid any later backing and fill-
ing. This, in the final analysis, would reduce the cost of doing business for the questing
agency.
Here's a switch without precedent: the Burnett agency will have a hospitality
suite at the Hilton, NAB convention site, with its staff of timebuyers on hand to
greet and discuss shop with the visiting broadcasters.
As part of this new Burnett look, NAB delegates will be invited to go on a conducted
tour of the agency's offices in the Prudential Plaza. (This is also without precedent.)
SPONSOR
2 April 1962
23
SPONSOR-SCOPE continued
Trade onlookers have gathered the impression from the recent Chicago FCC
hearing on public service that it was all "staged" with this ulterior intent: to
fatten the case for licensing the networks.
Nurturing this supposition: (1) the emphasis of the witnesses attack on the theme of
absentee ownership; (2) Commissioner Robert E. Lee's (he conducted the hear-
ings) statement before the Chicago Broadcast Ad Club that local tv management
cannot be held responsible for carrying out orders from New York.
Implication of the New York reference, as seen by observers, is that the networks them-
selves should be licensed, thereby putting the responsibility for public interest program-
ing where it belongs — with the networks.
Other random suspicions evoked by the hearing's exposure of gripes ranging
from progam type hates to the failure to use enough girl reporters: (a) the FCC
may be harboring thoughts of limiting multiple station ownership; (b) local dissatis-
faction might be used as a wedge for uhf entry into major markets.
The Chicago hearings' postscript: beginning the week of 16 April, the three local
o&o's will reveal, per Lee's order, all records and correspondence with network head-
quarters pertaining to programing policies.
In-home use of radio during the morning hours seems to be on the upbeat
from a national viewpoint.
A good case for thinking that way is a comparison of average audience per min
ute between this and last year's January, as measured by Nielsen.
The Monday through Friday difference for that period:
TIME SPAN JANUARY 1962 JANUARY 1961 % CHANGE
7-9 a.m. 7,952,000 homes 7,430,000 homes +6%
9a.m.-noon 7,298,000 homes 6,960,000 homes +5%
Remington and Schick shavers would seem to be having a tv slugfest for the
spring gift trade, which with Christmas constitutes 75% of shaver sales.
Remington will have riding for it 35 nighttime minute participations on an assort-
ment of CBS TV shows, some participations on Gunsmoke in the half -hour taken over by
P&G and a sizeable spot tv schedule. It all adds up to about $1.3 million.
In the Schick camp it's a raft of network tv nighttime minutes, which includes
sports, and spot tv, with the tab estimated at $1.25 million.
Meanwhile Norelco is standing pat with its strategy of weekend spot tv blitzes.
An interesting note about Nielsen's daytime ratings for the first two weeks of
this March is that an NBC TV news period made the top 10.
To give you an idea of how the program types in that particular top 10 fared:
PROGRAM
1. As the World Turns
2. Concentration
3. House Party
4. Password
5. Guiding Light
6. Price Is Right
7. Search for Tomorrow
8. Make Room for Daddy
9. Millionaire
10. NBC Daytime News
(12:55-1 p.m.)
Program types that comprised the first 10 for the like March period of 1961 : six soap
operas and four audience participations. Possible sign: the soapers as leaders are be-
ginning to give way to the giveaways.
Note: daytime specials are not included in the March '62 top 10
TYPE
AVG. RATING
AVG. HOMES
soap opera
12.1
5,929,000
aud. participation
11.9
5,831,000
aud. participation
10.9
5,341,000
aud. participation
10.3
5,047,000
soap opera
10.2
4,998,000
aud. participation
9.7
4,753,000
soap opera
9.5
4,655,000
film rerun
9.5
4,655,000
film rerun
9.3
4,557,000
newscast
8.5
4,165,000
24 SPONSOR • 2 APRIL 1962
SPONSOR-SCOPE continued
The only entertainment special during February that appeared to stir up
heavy excitement was P&G's gift to the dental profession, Henry Fonda & Family.
The average in ratings and number of homes was even below January's unscintillating
levels, which fortuitously included a sizzling 35.2 and 17,248,000 homes by Bob Hope.
Here's how the entertainment specials came out, according to Nielsen, for the February
1962 span:
PROGRAM
AVG. RATING
AVG. HOMES
Broadway of Lerner & Lowe
16.0
7,840,000
Theatre '62
11.6
5,684,000
Leonard Bernstein
10.3
5,047,000
Henry Fonda & Family
26.2
12,838,000
Hallmark Hall of Fame
11.5
5,635,000
Chun King Chow Mein Hour
14.4
7,056,000
Footnote to Fame
16.9
8,281,000
AVERAGE FOR FEBRUARY
15.3
7,483,000
AVERAGE FOR JANUARY
18.6
9,114,000
A lot of the nighttime tv network buying that's been going on lately may be
traced to money accruing from rebates on preemptions.
What with the space shots this season it's made quite a mound for some of the big ad-
vertisers. Instead of plowing it back into daytime they've elected to put it into night-
time where the rates per commercial minute during the rerun season are not so
onerous.
On the spot side it's been strictly a routine of make-goods.
Look for ABC TV to keep mimeograph going the next several weeks with a
steady parade of releases over locked-in programing and wrapped-up sales for fall.
Complementary motive: to disabuse the trade of any impressions that the network is lag-
ging behind the others in business.
The one quarter where ABC TV definitely and somewhat exultantly says it ain't so is
daytime.
In documentation of this it points to the soldout position of the Ernie Ford strip
and the fact that the juvenile-pointed series, Discovery, is already over half -sold, six
months away from starting date. Added intelligence about Ford : the billings in the house
covering the first six months adds up to $2.25 million and for the final 1962 quar-
ter the commitments are not far from SRO.
Accounts in the Ford show are Bristol-Myers, Lever, Johnson & Johnson, Sun-
shine Biscuits, J. B. Williams, Real-Lemon and Lipton.
Already registered with Discovery are Mattel (Carson Roberts), Transogram (Mogul),
Kenner (Sive), Binney & Smith (Chirurg & Cairns). There'll be no more caterers to kid
pastimes other than these. Only candy, cereal, beverage, etc., will be welcome.
It's quite possible that by the time this season's peak period' — March — is
reached ABC TV's nighttime programing from an average homes angle will shape
up as pretty close to the competition, at least in the top 51 markets.
These 51 markets represents about 60% of all tv homes and approximately that percent-
age in national retail sales.
The point being made here is that no network, according to ARB's (market-by-market)
January average audience count, is running away with the audience.
Following are the average homes tuned in per average minute in the top 51 markets as
revealed by the ARB January report:
NETWORK AVERAGE HOMES SHARE
ABC TV 6,282,000 32%
CBS TV 6,402,000 33%
NBC TV 6,775,000 35%
[sponsor • 2 april 1962 25
\j
SPONSOR-SCOPE continued
Did you know that because of the extra 10-seconds which network affiliates are
getting this season in prime time, there could be over 12 billion more commercial
minutes this year than in 1961?
How was this figured?
SPONSOR-SCOPE asked Nielsen to estimate how many commercial minutes tv
could be expected to deliver this year and the answer came back: 275,296,600,-
000.
Nielsen's computation (estimated, of course) for the year before the 40-second chain-
break made its debut: 263,583,600,000.
ARB expects to deliver to subscribers this week its tv audience profiles (socio-
economic data) of the New York metropolitan market.
It's the second ARB market report of the kind, the initial one being made of the Salt-
Lake City-Ogden-Provo market last November.
The project in New York got financing from all six commercial stations.
'■'
After the major league baseball season opens in New York, the sports-inclin
among New York agencies will be taking special note of the tv audience pull b
tween the Yankees and the newborn Mets.
Esty's Ballantine and R. J. Reynolds have had a monopoly of this type of audience
ever since the Giants and Dodgers pulled out of the New York metropolitan area and the inter-
est, obviously, will be in the extent of the Met's inroads on this monopoly.
What is expected: a marked shift of old Dodger aficionados to the Mets games,
since that team includes several Ebbetts Field heroes.
Toni would like to discount the impression that the pickup in the home per-
manent business the past two years has compensated for the dropoff for the priori
five years.
It says that home permanent products are undergoing changes and improvements
that will swing away much of the beauty parlor trade.
Toni offers statistics to show that women who color and set-spray their hair are
the biggest users of home permanents.
On the matter of hair coloring Toni notes that it's got a product in experiment that
will bring it an appreciable share of the business. Wade will handle it when it's available
for distribution.
Toni is currently using 100 tv markets in spot for its products.
A nationally heavy and consistent buyer of local news and weather reports,
who has asked that no names be used, is on the warpath against those stations that have
been clipping off 20-30 seconds from either end of his designated time to slip in
other spots.
The advertiser involved has already caught a couple of stations with their hands in
his cookie jar and exacted a complete string of time makegoods.
Also insisted upon was this: that the agency on the account be furnished regularly with
affidavits showing exactly the amount of time given the news weather program as re-
ported in the engineer's log.
In other spot tv advertiser areas, it may not be amiss to report, there's a head of steam
building up over crowding too many commercials around sponsored community
service programs and over stations' not being too punctilious about product protection in
relation to such segments.
For other news coverage in this issue: see Sponsor-Week, page 9; Sponsoi
Week Wrap-Up, page 98; Washington Week, page 103; sponsor Hears, page 106; Tv and
Radio Newsmakers, page 112, and Spot-Scope, page 104.
26 sponsor • 2 APRIL 1965
i
Providence . . . most crowded television market in the country
where WJAR-TV converts numbers to sales impact.
Market penetration plus dynamic showmanship reaches
more homes - more people ... a reach that sells
as it dominates a "must buy" audience.
W3J&M-TW
NBC • ABC
ARB TV Homes ^ ^ biS^dJa d_bd_b VJJ/ d_b \_/ Represented by
OUTLET COMPANY STATIONS IN PROVIDENCE. WJAR-TV- WJAR-RADIO Edward Petry & Co. Ino.
'ONSOR
2 april 1962
27
New shows, new stars, opening on ABC-TV this Fall.
On stage, from left to right, top row: man name of Fess Parker
plays man name of Smith in the further adventures of Mr. Smith
Goes to Washington; Jack Lord in Stony Burke, the spills and
thrills of life on the rodeo circuit; Gene Kelly, a dancer, plays
Father O'Malley, a role created by a singer, in Going My Way;
Robert McQueeney and William Reynolds in The Gallant Men,
dramatized World War II saga of the 36th Infantry's march from
Salerno to Rome; Stanley Holloway as Our Man Higgins, a Scotch
import in an American Family. Bottom row: Marty Ingles,
Emmaline Henry, and John Astin in The Workers, the roof-raising
antics of 2 carpenters disguised as comedians; Rick Jason, Vic
Morrow and Shecky Greene take the lead in Combat, the Robert-
Pi rosh- produced World War II series; John Mclntyre rides again
in Wagon Train; Fred i of course) Astaire hosts and plays in the
new Fred Astaire Premiere. Should be a very entertaining
season. For viewers. And viewer-minded sponsors.
SPONSOR
2 APRIL 1962
Many see 'trend' in commercials like this
Pteyt**
GLOVES
Courtesy U. S. Tele-service
INTERNATIONAL LATEX is one of numerous advertisers taking ad-
vantage of the growing piggy-back practice, especially on networks.
Question broadcasters: are girdles and gloves 'related' products?
Piggy-backs:
ARE THEY HOGGING TV?
Most broadcasters and Code Authority are protesting the increasing
use of split commercials; advertisers defend it on budgetary grounds
w nscheduled, but certain to be one of the most
hotly debated issues of the NAB Convention, is the
future of the so-called piggy-back commercial.
This little piggy not only went to market; he could
darn well corner it in Chicago.
For months the intricate, increasingly sticky
problem of two or more unrelated products back-
to-back in a one-minute announcement, especially
on the networks (even though the products bear the
SPONSOR
2 april 1962
stamp of single parentage), has been offending con-
siderable segments of the industry. While national
advertisers defend the practice on budgetary
grounds — maintaining that the piggy-back is a sin-
gle commercial — many broadcasters, flanked by
the NAB Code Authority, are frankly and seri-
ously alarmed. Even the networks, not flustered to
a defensive by any FCC inquiry, are watching the
growing practice with an avid eye.
29
\muiiii the advertisers usuall) cited
in the split-commercial controversy
are American Home Products, Vi-
brato-Culver, Lestoil, M&M candies.
\ ick Chemical, Pertussin. Helena Ru-
benstein, Simoniz, Colgate-Palmolive,
[*oni, Pillsbury, International Latex,
Chesebrough-Ponds, Lever Bios..
\\ arner-Lambert, Thomas Leeming,
R. T. Rabbitt. Armour. Scott Paper.
Sterling Drug, Block Drug, Quaker
Oats. Philip Morris, and Reecham
products.
Contrary to genera] belief, how-
ever— according to NRC TV — it is
not the giant advertisers like Colgate
or American Home Products who
are the sizeable users of piggv-hacks.
but the smaller advertisers such as
Rlock Drug, Leeming, and Inter-
national Latex (Playtex commercials
outdistance all others in getting called
to the attention of the Code Author-
it\ I . These companies devote al-
most all of their minute spots to
multi-product advertising.
Interestingly, the piggv-back di-
lemma, when its given voice on the
convention floor this week, will be
condemned or defended in both prac-
tical and ethical terms. And a pre-
convention sponsor survev reveals
"practical" and "ethical" to be one
man s meat, another's poison.
Piggv-back advertisers, for the
CONTRARY to general belief, says NBC TV,
Nytol, Polident, each 30 seconds, in one
most part, see no reason for protest
in what they're doing. Economical-
lv. thev contend, they not only help
themselves. the\ help television as
well.
"Face the fact. " one piggy-back
practitioner told sponsor, "we
wouldn't be using television so ex-
tensivelv if it weren't for a back-to-
back arrangement. Individual brand
budgets are often too limited to go it
alone, but by sharing cost with an-
other of our products a tv schedule
seems more reasonable.'
Other ad\ertisers cite these advan-
tages:
1. R\ doubling up, the overall fre-
quencv of the parent company is in-
creased, adding to both network and
ll:llll!lllllllll!lll!illl!l!lll!llll:lllllllll!llll!!lllllll!IIIIW
Here are networks' piggy-back regulations
CBS TV
In a daytime quarter hour an advertiser has three commercial minutes
and may use commercial messages for four different products. In a
half-hour nighttime program an advertiser is allowed three commer-
cial minutes, one of which may be a piggy-back commercial.
NBC TV
One commercial per daytime quarter hour can carry two messages.
Evening regulations are less formal.
ABC TV
For each three minutes of commercial time purchased, one piggy-back
commercial is permitted.
Illilllllllllllllllllllllllllllllllllllllllllllllllllllllllll!!
it is smaller advertisers like Block Drug (above,
commercial) who are major piggy-back users
1'iint.i. courtM; D. s. Mi
station revenues for the year.
2. The viewer prefers to swallow
his advertising in one lump, so to
speak, rather than more often or in
a more prolonged dose.
3. Some product advertising lends
itself better to the 40-second. 30-sec-
ond or 20-second format than to the
full minute format.
Conversely, the NAB Code Author-
it\ poses questions to broadcasters
that directly challenge these claims:
• Does the impact of multiple an-
nouncements tend to irritate the au-
dience or to distract viewers to the
detriment of program material?
• Are broadcasters aware of a
number of legal opinions which seem
to indicate that such commercials
should be logged as separate an-
nouncements on FCC forms?
• Are the\ [the broadcasters]
aware that commercials for separate
products should be listed as distinct
commercials if there is reason to be-
lieve a consideration is involved in
their production and presentation?
It is with this latter that the prob-
lem of pigg) -backs is at its most
complex. The Revised Code inter-
pretation of 3 March 1960 distin-
guishes the "piggy-back"' from what
it calls the "integrated commercial
as follow s :
The integrated commercial is one
which advertises related I e.g.. vari-
ous frozen food products, or auto-
mobiles of one manufacturer I or
compatible I e.g., pancakes and s\ rup,
or furniture and carpeting I products
within the framework of a single an-
nouncement. Such commercials may
be treated as single announcements
under the commercial time standards
of the (".ode.
30
SPONSOR
2 tPRIL 1%2
The piggy-back commercial is one
which advertises unrelated products
(e.g., powdered potatoes and choco-
late candy) and uses a different and
distinct production technique to pre-
sent each product. The Code Board
has concluded that piggyback com-
mercials constitute in effect two or
more separate announcements and
should therefore be treated as sep-
arate announcements under the com-
mercial time standards of the Code.
"Wouldn't it be to the interest of
tv generally." asks Stockton Helffrich.
manager of the New York Code of-
fice, "to encourage integrated com-
mercials? Whom can it hurt?"
Us, say the advertisers. The "in-
tegrated" format — they and many of
their agencies agree — means an un-
due emphasis on the corporate image,
and — as one advertiser insists — "the
corporate image lessens the effective-
ness of the individual product im-
age.
In addition to the involvement of
a triple-spotting threat, over-com-
mercialization, and production tech-
nique disagreements, the piggy-back
situation is complicated by a product
protection problem. Many stations,
while accepting or rejecting piggy-
back commercials on a spot basis ac-
cording to their own lights, are pre-
sented with a horse of a different
color in the network area. Their dis-
positions vary sharply. Westing-
house Broadcasting stations, for ex-
ample, while not accepting piggy-
backs on a local or national spot ba-
sis, do accept them on the networks,
and — according to A. W. Dannen-
baum, Jr., vice president in charge of
sales — "give them full protection."
Corinthian stations, on the other
hand, do not.
"In view of the fact that Corin-
thian stations consider piggy-back
advertising a device to cut rates." a
spokesman for Corinthian told SPON-
SOR, "the stations do not give pro-
tection."
NBC's Joseph Iaricci, director of
sales administration, maintains that
• even though most station protests of
piggy-back advertising stem from the
; product protection confusion, it is
"rather a specious argument."
"Take Colgate, for example," he
says. "Stations would protect Col-
gate products am way. They would
have no way of knowing which Col-
gate product was being run, even in
a one-product commercial."
Looming large, too, in the conven-
tion discussions, is the vital issue of
viewer reaction. Here, few industry
segments are in solid agreement, with
little survey material to rely on. Some
broadcasters contend that viewer in-
terest in programs is diminished by
the piggy-back practice, others re-
port no enlarged dissatisfaction as
yet. Still others maintain that the
problem is basically internal, not ex-
ternal, a practical and/or ethical dif-
ficulty between and among stations,
networks, advertisers, and agencies.
Some piggy-back advocates ( among
them a number of top agency men)
feel that so long as the actual time
limit of commercials is not affected,
there is no reason for all the ado.
Other industry observers contend
that multiple-product commercials
duoble the time sense in the viewer's
mind, since the average viewer sees
only an increased number of com-
mercial announcements and thinks
"piggv-back" is just a game he plays
with his children.
What, in the face of these com-
plexities, are the networks thinking
— and what, if anything, are they do-
ing to police the practice?
CBS has a definite restrictive pol-
icy:
"In a daytime quarter hour an ad-
vertiser has three commercial min-
utes and may use commercial mes-
sages for four different products.
"In a half-hour nighttime program
an advertiser is allowed three com-
mercial minutes, one of which may
be a piggy-back commercial."
NBC's regulations are less black-
and-white. Although one commercial
per daytime quarter-hour can earn
two messages, the evening limitations
are less rigorous.
"We are watching the situation
very carefully." Iaricci declares, "and
while the piggy-back practice is defi-
nitely on the increase, we do not feel
it has reached the level for serious
concern. It appears right now that
the normal advertiser requirements
are such that there is enough balance
in our programs to keep back-to-
backs to a minimum."
In participation-type shows, he
continues, there are never more than
two of the six advertisers who em-
ploy piggy-backs.
"As long as the ratio stays in this
area," he concludes, "there is no
reason to cry 'crisis.' If suddenly we
found ourselves in the position of all
six doing piggy-backs, however, we
would then, more than likely, place
formal restrictions."
At ABC, the split-commercial sit-
uation is aggravated by reports cir-
culated earlier this year that the net-
work's sales force was pushing 1962-
63 packages with piggy-backs as "ex-
tra added bait." ABC categorically
I Please turn to page 48)
"SPECIOUS ARGUMENT" says NBC's
Joseph Iaricci, of so many stations' concern
over product protection of piggy-backs. NBC,
however, is "watching the situation," he says
INTEGRATED commercials could be answer
to the current piggy-back dilemma, serving
both advertisers and ethics, says Stockton
Helffrich, manager of New York Code office
SPONSOR
2 april 1962
31
BURNETT MEDIA MOGULS: (l-r) Bill Oberholtzer, George Stanton, Dick Coons, media supvrs.; Harold G. Tillson, media manager;
Thomas A. Wright, Jr., v. p., media director; Joe Hall and Dave Arnold, media supvrs. (Missing from picture is Gus Pfleger, one of Burnett's six
media supervisors.) Responsibility for planning is with supvrs., who are members of product teams including account, creative, marketing, etc.
Inside the top 10 spot agencies 8. LEO BURNETT
PLANS ALTERED BY MARKETING
^ Burnett's media strategy is affected by such marketing changes as new product
increase, effect of local/regional problems on national dollar deployment
_ CHICAGO
l»ong-range payout plans and na-
tional vs. local dollar spending evalua-
tion head the main changes which
have polished the Leo Burnett Com-
pany's media policy. For an inside
look at the modus operandi of the
Midwest's single entry among the top
ten qualifiers in air media expendi-
tures, sponsor called on Harold G.
Tillson. the agency's media manager,
considered by many a vigorous and
articulate spokesman.
Tillson. who reports to Thomas A.
Wright, Jr.. v. p. and media director,
outlined Burnett's radio/tv spot buy-
ing this way; '"While our buying
strategies vary by individual cam-
paign, our over-all philosophy of
spot buving can he summed up simply
— to reach as many of our best pros-
pects as possible, in units as big
as possible, as often as we can at a
cost efficiency compatible with the
type and qualih of schedule."
Burnett's overall media plans,
emerged from marketing and creative
strategies, are designed to achieve
specific objectives.
Each media plan, explains Tillson,
evolves as the joint result of many
different individual participations at
ever) level of agency operation. But
32
SPONSOR
2 april 1962
the responsibility for all initial plan-
ning rests with one of the six media
group supervisors who is a member
of the product group including ac-
count, creative, marketing and re-
search people. He develops all plans
and sells them within the agency
prior to client presentation. His as-
sistants aid in and are part of all
media recommendations.
At the media selection level, Til-
lson points out, buyers in general play
little part. The 26 timebuyers are re-
lied upon for market selection, budget
planning, buying, and schedule im-
provements.
Tillson feels that Burnett time-
buyers are not in any serious danger
of being replaced by computers. "In
our estimation, timebuying can be
done better and faster by people," he
says. "It would take a computer with
a fantastic capacity to analyze the
many possible spot and station com-
binations, audience composition fac-
tors, etc., and we doubt that it could
be accomplished economically."
At Leo Burnett a buyer initially be-
comes a specialist in a distinct time-
buying or spacebuying capacity. In
practice, however, Tillson says, buyers
are transferred from one assignment
to another, so that over a period of
time, buyers are versed in all forms
of media.
Media budgets are apportioned
through a combination of various
factors. Most important, Tillson feels,
is the best creative expression of the
Basic Selling Idea and its relative
adaptability to various media. Mar-
keting strategy and budget, of course,
also influence media selection.
"In general, we always try to put
ing as many of our best prospects as
our best creative foot forward, reach-
possible as often as we can," says
Tillson.
At Burnett, media coordination
marketing is a close operation indeed.
In fact, it's automatic, according to
Tillson, resulting from organization
and planning procedures. Media and
marketing people are members of the
product group and all media plans are
reviewed by the marketing review
committee and management prior to
release.
Of the marketing changes that have
occurred during the past few years.
increasing the complexities of media
planning, Tillson feels that two are of
major importance:
The first, he says, is the vastly in-
creased number of new products, call-
ing for three- to five-year payout
plans, and usually an introductory
roll out, market by market or region-
ally.
The second, according to Tillson,
is increased recognition of the wisdom
in deploying national advertising dol-
lars against varying problems and op-
portunities on a local or regional
basis. This has led to the use of more
local or regional media which compli-
cates media planning to some extent.
In addition, Tillson feels that in to-
day's scientific approach to market-
ing, media flexibility is a growing fac-
tor: "The manufacturer is faced with
the profit squeeze, increased competi-
tion, greater media investments and
risks," he says, "and flexibility must
usually be built into most plans."
About local market budgets and
media selection, Tillson explains that
for Burnett clients current sales or
sales opportunity usually are the most
significant factors. In many cases,
however, he says, the budget can be
used to attain specific rating or reach
and frequency goals. In all cases,
however, there should be an agree-
able relationship between the media
cost and sales opportunity.
In spot television and radio, how-
ever, Tillson feels that ratings and
c-p-m play a more important role
than in the purchase of other media.
Nonetheless, Burnett spot buyers are
as concerned with quality of adja-
cency or environment and audience
composition as they are with sheer
pilllllllllllllllllllllllllllllllllllllllllllllllllillllll
Media decision-makers at Leo Burnett
T. A. Wright, Jr.
Vice president in charge
H. G. Tillson
Manager
Seymour Banks
V.p., media and program research
Media supervisors
Bill Oberholtzer, George Stanton, Dick Coons,
Joe Hall, Dave Arnold, Gus Pfleger
Assoc, media supervisors
D. Seidel, M. Saxon, D. Carlson, D. Amos, K. Eddy,
| R. French, B. Harmon, B. Eckert
Timebuyers
V. Auty, E. Beatty, C. Wilcox, M. White, S.
Wilson, G. Miller, M. Ruxton, J. Kacmarek, C.
Lehwald, F. Maeding, W. Parma, J. Calvin, D.
Mincheff, M. Kennerly, D. Switzer, L. Dumba, J.
Kelly, R. Taylor, B. Cherkezian, J. Riley, P. Maz-
zone, D. Lauve, M. Miles, J. Stafford
STRATEGY emanating from media chiefs is implemented by 26 time-
buyers. In addition, Burnett's media organization is staffed with a
1 manager and supervisor of media and program analysis, a super-
visor of broadcast estimates, and media rate analysts
-- ■ :: m.: . . ■ m; . . . -i^. . '-.;: ."i., ''. ..^1;. ,. ■ :, '.U! , -. ■!■ mi ; :. ,i;ii. :r; M .. :: ■: ■' -'.r11 ; ; .■;1,77=
SPONSOR
2 april 1962
33
NUMBERS are merely tool or guidepost
in media buying, according to Harold G.
'Hal' Tillson, media manager of agency
c-p-m, in every case, he says.
Also iii the realm of marketing, is
the choice between network tv partici-
pations versus local spot. Here's how
Tillson pinpoints the Burnett theory
on this suhject: "With equal dollars,
the decision is simply one of reaching
fewer people less often nationally or
concentrating impact in fewer mar-
kets. The decision is a joint media-
marketing decision and is usually
simple to make depending on the
sales and marketing objectives."
In Tillson s opinion, there is ever)
likelihood that the trend toward par-
ticipations will continue, because, he
says, the increased cost of program
sponsorship combined with lower
program ratings almost necessitates
the use of participations in order to
maximize reach and minimize risk.
Yet. the trend toward network par-
ticipation^ has created a real prob-
lem in product protection and one to
which the industry should give a great
deal of attention. Tillson believes. Of
this he says, "In mosl cases it i~ the
network advertiser who is being pena-
lized since competition and stations
seem relatively unconcerned about
34
spot position versus network. Bas-
ically . we feel that the responsibility
lies with the station to keep abreast
of the constantly changing network
picture in order to preclude competi-
tive adjacencies."
At the same time, Tillson acknowl-
edges that agencies cannot encourage
stations to maintain conventional
product protection if thev constanth
violate the rules themselves. Burnett
buyers are instructed not to buv ad-
jacencies where less than normal pro-
tection exists, regardless of rating
size.
"We have had no difficulty in
reaching desired rating goals while
adhering to the standards of the in-
dustry." Tillson says. "We constant-
ly check all schedules for competitive
situations, and object strenuously to
those we discover. If not corrected,
we will cancel the spot, and if the sta-
tion continues the practices, we might
cancel the schedule.'"
Vi hat has happened to sponsor
identification as network tv has
trended toward participations? Till-
son points out that sponsor identifica-
tion as we formerlv knew it is almost
a thing of the past, in most cases. To-
day. he feels, identification is limited
primarily to the night of major spon-
sorship.
The Burnett theory is that sponsor
identification can be measured, but
it is difficult to interpret its impor-
tance in terms of commercial effec-
tiveness, other than to say the higher
the better, according to Tillson.
Burnetts media department is
thoroughly covered on all rating serv-
ices. The agency buys them all. and
trains buyers in knowledge of each.
However, the particular service used
for final decision and reporting can
vary depending on the type of time
bought, Tillson explains.
"For example. Pulse might be used
to buy driving time." he says, "while
Nielsen, we feel, more accurately
measures in-home listening and would
be used in buying daytime."
In some cases, the selection of a
rating service is dictated by the client
involved. In other cases, according
to Tillson. the decision is based on
Burnett media research opinions as to
which service most accuratelv meas-
ures the t\pe of time purchased.
\\ Ufa the numerous rating service
sources, different research techniques
are involved. They contain different
types of information, and are issued
at different intervals. Because of this,
explains Tillson, Burnett buyers arc
instructed to utilize all the available
sources in evaluating spots and spot
schedules.
"\\ c feel that the training our buv-
ers receive in media analysis qualifies
them well to look at all services,
judge their strengths and weaknesses,
what they are and what thev do. "In
addition, our buyers are also expect-
ed to examine each schedule not only
in terms of past rating performance,
but in the light of our evaluation of
future programing and >ct usage lev-
els." Tillson says.
When asked how much effect such
factors as cost efficiency, coverage
and audience composition exert on
Burnett buvs. Tillson replied: "That's
about 90S of spot buying, but we
also consider quality and type of ad-
jacencies or participating programs.
You're known by the company \<>u
keep."
Tillson feels that elements involved
in schedule switches are chieflv the
most obvious: If Burnett's media de-
partment can obtain significant
schedule improvement, the switch is
made. The major factor here, Till-
son emphasizes, "is the salesman who
takes the time and makes the effort
to make a switch-pitch." And he
adds. "We would like to see more of
them made."
The Burnett media department
which has a heavier, more consistent
flow of rep traffic than any other Chi-
i ago agency, uses these criteria in
judging station representatives — but
not necessarily in this order. Till-on
sa v s :
1 i His influence with his stations.
Does he get the very best of avail-
abilities?
2 1 Service. As the paper work
grows more complex, quick and ac-
curate service is all important.
3) Creativeness. Is he familiar
enough with our products and strati
egy to see an opportunity and make a
creative presentation or does he wait
for a call requesting availabilities?
When asked which media is easi-
( Please I urn to page 18)
SPONSOR
2 m'hii. 1962
REBIRTH OF RADIO'S O&Os
^ Once-proud network-owned radio outlets, after a
long period of declining prestige, get face-lift treatment
^ ABC, CBS, NBC embarked on rebuilding campaigns,
but operating policies and philosophies differ widely
l^lowhere have the changes in radio
been more dramatic than among the
network owned and operated radio
outlets. And nowhere today is more
serious radio rebuilding going on
than at ABC. CBS, and NBC.
The 19 network o&o outlets were
once the undisputed kings of the
kilocycles.
Back in the days when broadcast-
ing was a synonym for radio, when
television was a backroom experi-
ment, and when almost every radio
station was a network affiliate, the
acme of ambition among radiomen
was to have or be with a station that
sounded like a network owned and
operated proposition. For in those
heydays, when NBC's chimes were
the sound of success, the o&o stations
had the programs, the listeners, the
advertisers and no use for red ink.
The network o&os also sounded
alike, operated alike and were cast
from the same mould. Announcers
intoned, declaimed or projected but
rarely spoke; programs were live;
music was occasionally electricallv
transcribed; records, a dirty word,
were used only for sound effects;
disk jockeys were unknown; and
spot announcements were ignored by
sales staffs that had little non-network
time to sell.
Today the network o&os. all 19
of them, sound, operate and scram-
ble for revenue like any other local
station in each of their markets. To-
day even the flagships o&os, i.e.. the
network stations in New York, are
on the local kick so strongly that two
of them have daily baseball play-by-
play, a type of program only on
non-network stations in the past.
Today the network o&os sound
more like local stations than do some
of the locals: and some of the locals
are commencing to cultivate the net-
work sound. The ABC o&o in Los
Angeles programs talk and only talk:
a switch on the specialized program-
ing local stations utilized in the hal-
cyon days of the networks. WNEW,
a trailblazing New York independent,
buys full-page newspaper insertions
to ballyhoo its monthly live music
programs; but only two of the 19
o&os still use live music as a daily
staple. Beeper phone interviews,
once a local station standby, are now
the basic program gimmick of one
of the network's o&o stations; mod-
ern music, a respectful pseudonym
pilllllllllllllllllllllllllllllllillliW
Radio's 19 network-owned stations and their markets §
ABC CBS NBC
WASHINGTON
NEW YORK
WABC
WCBS
WNBC
SAN FRANCESCO
KGO
KCBS
KNBC
CHICAGO
WLS
WBBM
WMAQ
LOS ANGELES
KABC
KNX
PITTSBURGH
KQV
WJAS
PHILADELPHIA
WCAU
WRCV
DETROIT
WXYZ
—
ST. LOUIS
KMOX
—
BOSTON
WEEI
WRC
MARKETS in which the three networks have o&o stations are the top 10 in the U. S. In three markets —
New York, Chicago, San Francisco — the net o&os of each network are embattled one against the other.
In Los Angeles, CBS and ABC o&os vie; in Philadelphia, CBS station now competes with NBC outlet
!i;illll!;;i[lill!llill!lll!l!!!lilllllllllH
..: ..
SPONSOR
2 april 1962
35
for rock 'n' roll, is the hackhone of
another: and the third specializes on
block programing of recorded music
h ith die "big band" sound.
Tliis major change in the motiva-
tion of the network <>\o> lia- heen
in die works for more than a decade,
a decade of defeat and despair
marked h\ inadequate management,
loss of listeners, and shrinking prof-
it~. Originally the o&o stations were
the major market keystones around
which the network was organized and
sold to advertisers; the) were the
backbone of the basic networks of
radio — just as the tv o&os now are
of tele\ ision.
They were also the public service
image of the industry. For many
years each network had an o&o in
Washington. They provided the prof-
its that gave birth to today's televi-
sion. When network radio began to
shrink, the o&os provided the profits
that kept the corporate radio divi-
sion in the black.
They were also vividly etched mu-
seum pieces in the memories of the
board chairmen who had founded
llie networks and. as memories, thev
could not be changed or discarded
when things got tough. And they
did get tough as this sumnum show-:
Local ratings were still a noveltv
in 1915 hut the Januarv Pulse for
that year showed that network flag-
ships held three of the first four
slots; and the independent intruder
was the Mutual network pacemaker.
The 191.") picture in New York:
Network outlet \ 21
Network outlet B 18
Indie outlet \ 12
Network outlet C 10
B) 1950 the network-owned out-
lets were still leading the pack and
the independents had managed to
close in only on the least of the
leaders. Here is that picture:
\ ew 1 ork
Network outlet A 19
Network outlet B 13
Indie outlet A.. 11
Network outlet C 10
Indie outlet B 9
Chicago
Network outlet A 26
Network outlet B 16
Network outlet C 9
Indie outlet \ 8
Indie outlet B .... 7
San Francisco
Network outlet A .. 18
Network outlet B 17
Network outlet C IS
Indie outlet \ - 13-
Los Angeles
Network outlet \ 18
Network outlet B 16
Network outlet C 10
Indie outlet A... 10
Then the roof fell in and net-
work radio disintegrated. Television
drained off the dollars, the brains,
and manpower. The radio o&os, flab-
by from too many years of soft liv-
ing, found themselves unable to cope
with the hipper-dipper. razzle-dazzle
and whoop-de-do of the indies.
Ignored by home office manage-
ment, saddled with directive-, racked
with red tape and lacking authority
and ability to compete with independ-
ent station programing and promo-
tion, the network o&os lost their lis-
'iiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiimiiiiiiiiiiinnn
NBC cut red tape, demanded community devotion
PROGRAM POLICY: heavy on network news and local news during
the week; music has a big band sound. "Monitor" on weekends.
When Sugg took over, he said, "I'm not smart enough to run every
station. Let the managers run them. If they're not smart enough
I'll change them." He made only two changes.
He then reviewed and cut out the red tape that strangled stations.
Sugg asked everyone on the staff to answer 25 questions designed
to improve their knowledge of broadcasting. Examples: "What is
the definition of the term "broadcast day"? "Would you give a
representative of the Democratic party information on the amount
of broadcast time requested by the Republican party"? "Define
the FCC rule on lotteries."
"A collateral duty for everyone in broadcasting is active participa-
tion in the community," Sugg believed. Every staffer now files a
quarterly report detailing what hey have been and are doing.
All department heads take turns monitoring their station and
each files quarterly program analyses modeled on the FCC report.
Sugg insists on exchange of information and ideas between ex-
ecutives and staffs. Cross-fertilization of knowledge is a way of
life at his o&os.
He provides his station managers with prompt, detailed data on
sales, costs, budgets so they know where they stand.
P. A. "BUDDY" SUGG
executive v. p. for owned stations
llillllllll Illlilllllllllllllllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll
36
SPONSOR
2 \pkil 1962
teners. For, with the lifting of the
freeze on allocations, the number of
stations zoomed; and, to the eager,
imaginative, insouciant, independent
stations, the network outlets were
stale, stodgy, dated.
Every cut in network-produced
programing put more strain on the
o&os, since each slash increased pres-
sure on the weakest cog in the chain
station's set-up, i.e., programing.
Block programing, strip programing,
segue programing, mood music, lo-
cal news, traffic reports, beeper in-
terviews, and show music were the
innovations devised by the independ-
ents to the despair and frustration of
the o&os.
By January 1961 the bottom had
been reached. In New York, the
three network o&os trailed six inde-
pendents in the ratings. In San Fran-
cisco, they trailed four indies. In
Los Angeles, the first three stations
were non-networkers. Only in Chi-
cago did the o&os hold on:
Indie outlet A ... 19
Network outlet A .. 16
Indie outlet B 15
Network outlet B 12
Network outlet C 12
Actually, Chicago was a guide to
what could happen when a network
really permitted an o&o station to pro-
gram like an independent. Through
the lean years there had been isolated
instances of o&os bucking the "brass
in New York" and making a mark.
But this did not happen to the o&os
closest to headquarters in New York.
In Chicago, the station manager
used local d.j.s rather than network
programing and made New York
like it. In St. Louis, the station ex-
ecutive followed the network after-
noon schedule by inserting his own
news and talk format. In Los An-
geles, an o&o station vice president
came up with something new in a
talk format that clicked.
Eventually, as video settled into sta-
bility, corporate management found
time to face the problems of its radio
divisions and started to spin the
changes now evident. These took
time and differed in degree and di-
rection depending on the executives
in charge and how they worked.
The rebuilding of one radio net
o&o, according to a well-docu-
mented anecdote, stemmed from the
publicity attendant upon the sale of
WINS and WMGM in New York.
According to a man who was not
there, this is what happened:
The chairman of the board of the
network and the head of his radio
division met, quite by accident, at a
social organization luncheon. Asked
the chairman of his prexv :
"I see by the papers that WINS
was sold for $12 million and WMGM
for $14 million and that each of
them does more business and shows
a better profit than our station. How
come :
Stammered the prexy to his chair-
man, "It costs us more to operate,
their expenses are less, we can't
match their overhead."
"Get some figures together." said
the chairman to the prexy.
"Get some figures together." said
the prexy to the station manager.
"Get some figures together." said
the station manager to an aide.
"Got the figures." said the aide
lllllllll!lll!llll'llll!ll!l!llllllllllllllllll!lllllllllllll!lllll!l|||l!lllll!ll!lll!illl|||llllllin^
ABC gave each manager a free hand to build top station
PROGRAM POLICY: heavy on network and local news. "Breakfast
Club" a network must. Music mostly modern.
When Riddleberger assumed command, he told each station
manager to make his the best local station in his market, gave each
executive a free hand. ABC now has one station with only talk,
another with album music, three with modern music, one with
modern music and baseball. All are heavy on news.
He poured money into new studios in four markets, purchased
WLS in Chicago, concentrated on providing network programing
flexible enough to mesh with the local operation.
"It takes better people to succeed in radio today," says Riddle-
berger. "Each station has at least 12, at most 35 stations in com-
petition in its market. Unless you love radio and are willing to
think radio every hour of every day, stay out of it," he warns. "If
you like it, it's a great challenge and exciting."
Independent stations are tougher to top than ever before, admits
Riddleberger. "Operating costs for o&os are always higher than
for indies. Even news, once an automatic network asset, now can-
not be taken for granted. With independent news organizations,
the non-network stations now get voice feeds from all locations.
"O&o stations have to stress speed, quality, imagination, and
initiative."
STEPHEN C. "STEVE" RIDDLEBERGER
president, ABC owned radio stations
1' 'ONSOR • 2 APRIL 1962
iHiiii!ii!ii!iiiii!i]!;iiiiiiiiiiii:::ii:iii^ iiiiiiiiiiiiiiiiniiif
37
later thai afternoon. "Thej show we
have twice as man) clerical and sec-
retarial bodies: twice as many in
promotion and publicity : more engi-
neers at a higher wage scale: three
times as mam newsmen: more an-
nouncers; pay our talent double what
the) pay their d.j.s for more hours
than we get from our talent: and
the) operate in modern, more effi-
cient facilities that cost much less
than our traditional studios and
offices."
""Thanks." said the manager, the
prex) and the chairman.
\iid. when the inevitable cuts
came, who was the first to feel the
axe? The aide, who knew where to
go and how to get the information
that made his manager look good to
his prew to his chairman.
Today, the o&os with more auton-
omy, sharper administration, more
guidance, less deadwood. and pro-
graming geared to the local level have
stopped the slide and started to climb.
According to the men in charge,
profits are up. innovations are wel-
come. The ratings reflect their state-
ments.
First on the scene, in 1958, was
P. A. 'Buddy' Sugg, who joined NBC
as vice president for owned stations
and spot sales, is now executive v.p.
and member of the NBC board of di-
rectors. In 25 years he came up
from the ranks: he started as a gain
rider and button pusher in the KPO.
San Francisco, control room and was
bossman and the brains of one radio
and three tv stations when he left
WK\ . Oklahoma City, for New York
and NIK". His practical savvy comes
from having literally done everything
in radio; his executive skill stems
from a wartime hitch in the Navv
where he rose from Lt. (jgl to Cap-
tain and learned the difference be-
tween strategy and tactics and their
dependence on logistics.
In 1959 ABC, where radio had
been an orphan, moved Stephen C.
"Steve" Riddleberger from corporate
comptroller to vice president for
owned and operated stations. He had
been with NBC. where he started as
a page, for seven years, went to ABC
in 1952 after three years in military
service. He had come up from budg-
et, business, and administrative duties
in radio and television and knew that
the ABC o&os were slipping for lack
of leadership and could not get direc-
tion, financing, assistance without the
ear of top management. Today, as
president of ABC Owned Radio Sta-
tions, his six o&os are fighting, up-
beat operations; each with its own
personality and a pride of perform-
ance that comes from high morale
and long hours.
CBS. which waited the longest to
cut its network programing, last year
moved Fred Ruegg from Los An-
geles— where as manager of k\\
he had developed the mixture of talk
and telephone programing — into the
home office as vice president in I
charge of station administration.
He started as engineer-announcer in
Idaho. Montana, and Oregon, joined
CBS in San Francisco as an an-
nouncer, moved into writing, later in-
to administration. By 1953 he was
in network labor relations in New
^ oik. was sent to Los Angeles as
station evecutive in 1957.
His major assignment — perhaps
the most difficult of the three — was
to bolster o&o programing without
downgrading the traditional CBS
tendency toward cultural fare. Today
his o&os aim at the adult, responsi-
ble, and responsive listener with pro-
graming that is similar in content,
i.e.. talk, news and music, but varied'
in application.
One thing seems certain. With the '
o&os beginning to stir again, many
an independent station manager may
find himself in a hot seat instead of
a cushv chair. ^
:ii!!llll'l'!l!|l||'llll,i|![!lllllllll1ll!l!lllllllll"lllllll|i|| IIIIIII11II1IIHI1IIIIIIIIIIIIIIIIIIIIIII Illlllllllllllllllllllll
CBS said good radio must give more than music, news
PROGRAM POLICY: heavy on talk, news, and middlebrow music.
Very heavy on must programing from network, some aired later.
"A good radio station doesn't have to be dull but it has to be
more, much more, than a juke box and do a great deal more than
just music and news. It has to be stimulating, responsible, must
try to present programs that make people think," says Fred Ruegg.
"The formula stations threw o&o radio off balance. Developing
a program concept that would reflect the network philosophy and
also withstand the independent competition was our challenge.
"Each station is finding its own programing road, with the un-
derstanding that the listeners want more than is now available, and
with the realization that modern radio is in an evolutionary phase."
Ruegg's seven stations differ greatly. One has 111 hours of talk
per week; another has two house orchestras and eight staff singers
and programs 35 hours a week of live music. To have baseball,
another does a half-hour documentary each night. The others do
rprn Rlicpp
vp— station administration a melange of talk. music and variations on the telephone talk idea.
lllllllllllllH
38
SPONSOR • 2 APRIL 1 96i
TV KEEPS VANS ON THE MOVE
^ Continued sponsorship of "thinking" type program
on tv puts van company in top public awareness spot
^ A former print advertiser, mover spends 40% of
budget in tv to win "promotable mobiles" in 60 markets
ft hen North American Van Lines
decided over two years ago to stop
dabbling around in occasional tv and
take a hearty plunge into the medi-
um, they were quick to latch on to
one important fact: if you scratch an
ardent bridge player, you're sure to
uncover a "promotable mobile." And
luncovering "promotable mobiles"
lhas, apparently, developed into a
growing business for the moving van
company since they first began spon-
sorship of Championship Bridge in
1%0. ( See charts this page. I
For North American, a Fort
Wayne, Indiana-based company, who,
isince its very beginning in 1933 and
'up until five years or so ago, chan-
'neled its advertising dollars conserva-
tively in print only, the decision to
'sponsor Championship Bridge was
not impetuously conceived. Suggest-
ed first by North American's ad
agency — The Biddle Company — the
idecision came after a careful and
Ithorough-going study of the pro-
gram's impact was made in ten ma-
Ijor coast to coast cities in the United
States.
The findings pointed out that the
Championship Bridge audience were
almost purely adult with an even split
between men and women viewers. In
addition, the majority were family
men who are most likely to be pro-
moted and transferred — the biggest
reason for moving interstate by van
lines — a major source of revenue for
moving van companies. They are not
to be confused with "transient mo-
jbiles" — people who move without
heir furniture (migratory workers,
*oung people moving into large cities
Jind others who represent no busi-
less to van lines). In short, since
noving van services are by neces-
sity, sold on a more personal basis,
Championship Bridge has proved it-
self a natural vehicle for delivering
the message straight to the hearth, so
to speak.
According to C. D. Pease, director
of marketing for the North Ameri-
can Van Lines, television has proved
itself a potent force in spreading the
corporate name around in millions of
homes around the country. As a
matter of fact, says Pease, as a re-
sult, North American is now well en-
trenched in an enviable second spot
niche in public awareness.
Championship Bridge, a filmed,
half-hour show, -has been sponsored
by North American in 26 week sea-
sonal segments. During 1960 and
1961. the show was on net tv. This
year, however, it was switched ovei
to spot tv. The reason for the switch
according to Pease: to make it possi-
ble for North American to choose
their markets. Currently, North
American is using television in 60
markets in the United States. These
markets roughly correspond to the
top 75 although there are certain ex-
clusions such as Houston and San
Antonio. Texas, markets in Florida,
and other markets in which North
American's pattern of distribution
does not correspond with the top 75
tv markets in the United States.
During 1960 and 1961, North
American's sponsorship of Champ-
ionship Bridge was scheduled from
mid-October through mid-April. This
year, however, the schedule began on
the 1st of January and will continue
Why mover sticks with 'thinking' tv show
Here is proof of selling potver of North American's
tv commercials
People who had not heard of program
12.1%
People who had heard of program but had not watched
17.7%
People who had watched program
21.0%
People who watch program regularly
41.3%
Program awareness and number of vietvers
creased sharply during six-month period
ill-
October 1960 March 1961
Had heard of Championship Bridge
35.5%
55.1%
Had watched Championship Bridge
21.6%
30.1%
SPONSOR
2 april 1962
MAJORITY of their (4 1 .3% ) customers were Championship Bridge viewers, ac-
cording to the survey (top) taken by North American Van Lines in October I960
liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin i iiiii .Mi; iiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiini mi! mi i iiiiiiiiiiiiiiiini iiiiiiiniiiiiiiiiiiii minimum iiiiiiimiimiimiil
39
through until 1 Jul\. Two reasons
went into this change, according to
North Vmerican's director of mar-
keting :
1 1 Since the peak selling time is
from April through June, the mes-
sage can receive a much deeper
penetration.
2) Baseball proves to be lesser
competition in winning a\\a\ the at-
tention of North American Van Lines
audience than football.
North American tv pitch is backed
up b) print ads in the Saturday Eve-
ning Post and the west coast publi-
cation. Sunset Magazine. On the lo-
cal level, radio, fm as well as am is
used extensively with fm and fine
music reported!) doing a fine job of
reaching quality audiences.
Approximately 10' < of North
Americans current ad budget, how-
ever, goes into tv. According to
TvB. the movers gross time billings
Tv show delivered quality audience for mover
PEOPLE IN PRESTIGE OCCUPATIONS
I*
■ - eb
■
*>p b"d<i»
-
•■
-.-.
IN
. . ~r
P'
■ • ,-
■
p»nonn*t
■
"9* '»
■
■
- ,o«
i *•>•(
oi- o«
Prestige.
White Collar
Sales
34.2% 77.2%
Non-Prestige.
Wh.te Collar 24.0% 56.6%
Blue Collor
PEOPLE WITH ABOVE AVERAGE INCOMES
Mobility .» higher
tn 'htit ■n<om«
groupi ptopl*
»,ho ««• moving \,p
*$$£*
If pat
The
ngufi
tntt.tot* «hoI
CKomp<or<vhip 6'idge
"10-f-tO.n, O lol.d
v.owmhip omong
is- ,..■ people
Over
$10,000
34.1%
65.9%
$7,000 to
$10,000
30.6%
69.4%
Under
$7,000
25.8%
74.2%
PEOPLE WHO MOVE
nOMUMMOMMIH
WCTIMOttKHOm
34.0%
24.6%
34. 9<
33.6%*
.
watch
watch
Championship
Championship
Bndge
Bridge
fei ! ' *
FACTS uncovered above are the result of a customer survey made in 10 coast-to-coast cities
by North American's research arm, Forward Research, and agency, the Biddle Company
on net tv last year added up to $27,-
700 a week.
Ninth American tells its stor\ via
three different commercials: one talks
about the agent, another explains the
various moving and packing services
the compart) provides, and the third
is devoted to the corporate storv .
I rider the present arrangement,
North American provides the show to
the stations with two of the three dif-
ferent type commercials integrated in
the program. Since the companv
shells out for both air time and pro-
gram, participating spots are sold to
agents at a minimum cost. And al-
though agents are permitted to use
their own slides. 00', prefer to go
along with the prepared commercial.
Originally the companv had used
with great success commercials of
two-minute durations. This vear,
however, commercial time was short-
ened to one-minute. The reason for
the one-minute commercials this
year. sa\s North American's director
of marketing, are mainh because of
the characteristics of going on a mar-
ket-to-market basis and the technical
problems of cutting in the local
bridge tournament results.
The local tournaments now being
held in 5,i of the television areas, are
((inducted in conjunction with the
program for several purposes. First
to provide some form of local promo-
tional tie-in on the part of the agent
to gain greater local identitv. Sec-
ond the bridge tournament gives
North American an opportunitv to
localize the show by reporting local
play results by means of cut-in on
regularlv established commercial po-
sition. Thus the agents are given
the added bonus of further publiciz-
ing themselves through the presenta-
tion of the trophies. This in turn
does a better job of tieing in each of
the local agents with the show in his
area and sets up the possibility of a
continuing relationship with the
bridge playing public regardless of
whether or not the company con-
tinues the sponsorship of this par-
ticular tv show in the future.
When another vehicle is found that
approaches Championship Bridge in
delivering quantitv as well as quality,
North American may scrap the cur-
rent program, which it believes may
have passed its interest peak. ^
40
SPONSOR
2 April 1962
NEW NIELSEN DATA ON RADIO
^ For the first time Nielsen publishes "total listening" figures on in-home and out-
of-home radio usage for all U. S. counties in a special NAB Convention booklet
I he A. C. Nielsen Company is
claiming a "first" for its new "Homes
Using Radio" data, drawn from its
NCS '61 studies, and readied for pub-
lication at the NAB Convention in
Chicago.
Notable feature of the new mate-
rial is that it provides county-by-
county figures for both in-home and
out-of-home radio usage, broken
down by day and night listening.
Net conclusion of the Nielsen find-
ings is a sweeping reaffirmation of
the extraordinary high level of radio
listening, shown in other less compre-
hensive studies, in practically all
parts of the country.
The new Nielsen data was devel-
oped as part of the research in-
volved in preparing NCS '61, and
enveloping the NCS panel of 175.000
families.
Question F on the NCS ballot asked
"About how often does any member
of your family (including yourself)
listen to the radio, in-home or out-
of-home at this time of year?" Those
answering the ballot were asked to
report separately on daytime (6 a.m.-
6 p.m.) and nighttime 6 p.m. -6 a.m.)
Says Nielsen: "Radio's total circu-
lation (homes using radio during
these NCS periods) is based on re-
spondents answers, classifying their
family listening on the basis of num-
ber of davs a week someone listened
to radio in or out of the home."
Quick readers of the new Nielsen
data will want to keep in mind, how-
ever, that though the figures are ex-
pressed in terms of "homes" they
represent both in-home and out-of-
home listening by some members of
the family.
Last week, in advance of publica-
tion of its booklet, which will be
available at the Nielsen Suite in Chi-
cago, the research firm released to
sponsor the state and regional break-
downs shown on these pages.
Some notable features on the find-
ings are 1) 91% of U. S. Homes
have radios in working order (U. S.
Census base) 2) 96T of these radio
illllllllill!ll!l!llllllllltll!!i!llll!l!l!lllll
Nielsen study combines in-home, out-of-home radio listening
Radio homes
%of
Number Total homes
TOTAL U.S.
49,066,530
91
NORTHEAST
12,908,730
94
NEW ENGLAND
2,980,440
94
CONNECTICUT
736,190
95
MAINE
251,510
89
MASSACHUSETTS
1,476,310
95
NEW HAMPSHIRE
168,210
92
RHODE ISLAND
245,220
95
VERMONT
103,000
93
MIDDLE ATLANTIC
9,928,290
94
NEW JERSEY
1,733,990
94
NEW YORK
5,012,360
95
Weekly daytime
%of
Number Radio homes
PENNSYLVANIA
3,181,940
94
47,028,950
96
12,456,680
96
2,872,600
96
713,350
97
237,770
95
1,426,300
97
160,900
96
236,710
97
97,570
95
9,584,080
97
1,683,530
97
4,865,550
97
3,035,000
95
Weekly nighttime
%of
Number Radio homes
36,181,050
74
10,081,380
78
2,254,130
75
550,110
75
179,880
72
1,142,880
77
123,940
74
184,510
75
72,810
71
-
7,827,250
79
1,338,970
77
4,012,670
80
2,475,610
78
■lll!i!!ll!!!l«!!!lllill!!!llll!l!lllll!l!llll!!l
SPONSOR
2 april 1962
41
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Nielsen study combines in-home, out -of -home radio listening
Radio homes
%of
Number Total homes
Weekly daytime
%of
Number Radio homes
Weekly nighttime
%of
Number Radio homes
NORTH CENTRAL
14,563,970
93
EAST NORTH CENTRAL
10,160,890
93
ILLINOIS
2,912,930
93
INDIANA
1,255,560
89
MICHIGAN
2,152,150
94
OHIO
2,729,740
93
WISCONSIN
1,110,510
96
WEST NORTH CENTRAL
4,403,080
93
IOWA
800,170
95
KANSAS
627,770
92
MINNESOTA
956,970
95
MISSOURI
1,259,430
91
NEBRASKA
409,270
94
NORTH DAKOTA
164,840
95
SOUTH DAKOTA
184,630
94
14,085,380
97
9,811,470
97
2,819,920
97
1,189,520
95
2,076,870
97
2,642,140
97
1,083,020
98
4,273,910
97
778,460
97
604,000
96
927,130
97
1,225,240
97
397,560
97
160,870
98
10,626,610
73
7,580,160
75
2,166,470
74
868.190
69
1,616,670
75
2,111,160
77
817.670
74
3,046,450
69
541,570
68
435,850
69
697,240
73
855,080
68
263,940
64
120,930
73
180,650
98
131,840
71
households have someone listening to
radio — in-home or out — during the
daytime at some time during the
week and 74' i of radio households
have nighttime listeners.
Sectional patterns are remarkably
similar to the national levels — the
principal difference being a some-
what lower level of night listening in
the West North Central and Southern
sections than in the Northeast, East
North Central and Coast areas.
Of its new report. Nielsen says,
"While the NCS question (on which
this data is based ) was designed pri-
marily as an orientation question,
preceding the reporting of individual
stations by their frequency of use
I the basic report data for NCS '61)
the count\ -l>\ -count) patterns of these
responses add a new dimension to
total radio use on a localized basis.
"For each county they show the
relative circulation of total radio,
weekly and daily, daylight and after
dark reception and use — unrestricted
bv station of origin, wave-band, or
type and location of receiver.
"Use of these data in conjunction
with individual NCS station reports
may help to evaluate variations in
station circulations where they may
be little more than reflection of dif-
ferences in the use of the medium
from one area to another.
"Similarly, the cumulative effect of
multiple station use may be high-
lighted in areas not dominated by
any station yet well served in total."
In this study Nielsen used data on
total households as of April 1961 as
supplied by Sales Management by up-
dating 1960 Census counts for one
vear of growth. Figures for Radio
Households are Nielsen estimates as
of April 1961. using Census percents
applied to Sales Management house-
hold estimates.
A preliminan analysis of NBC '61
radio data, released last month,
showed some 3,376 radio stations
meeting NCS reporting standards.
These stations provide an abundance
of radio signals in all parts of the
countrv and. as a result, radio lis-
tening tends to be selective. For ex-
ample, the average home in the aver-
age U. S. county, according to NCS
'61, uses less than three stations dur-
ing a typical week, although it has
access to over eight. This average
was remarkably consistent through-
out the entire country. Even in the
most heavily populated counties
where, on the average, over 10 sta-
tions meet NCS reporting standards,
the average home uses less than a
third of these available signals. Thus
the NCS '61 picture for radio shows
in sharp focus a nearly universal au-
dience and keen competition among
the stations for their share of it. ^
12
SPONSOR
2 april 1962
Radio homes
%of
Number Total homes
II
Weekly daytime
%of
Number Radio homes
Weekly nighttime
%of
Number Radio homes
SOUTH
13,652,780 87
SOUTH ATLANTIC
DELAWARE
DISTRICT OF COLUMBIA
FLORIDA
GEORGIA
MARYLAND
NORTH CAROLINA
SOUTH CAROLINA
WEST
MOUNTAIN
ARIZONA
COLORADO
IDAHO
MONTANA
NEVADA
WASHINGTON
6,409,810 87
123,550
225,770
1,377,860
948,010
827,590
1,020,300
506,740
J36,360_
508,050"
184,710
850,370
93
90
85
87
94
84
83
VIRGINIA
928,300
85
WEST VIRGINIA
451,690
87
EAST SOUTH CENTRAL
2,894,270
87
ALABAMA
775,380
87
KENTUCKY
755,950
89
MISSISSIPPI
477,260
84
TENNESSEE
885,680
88
WEST SOUTH CENTRAL
4,348,700
87
ARKANSAS
440,870
84
LOUISIANA
775,060
86
OKLAHOMA
641,370
87
TEXAS
2,491,400
88
7,941,050 92
1,853,530 92
89
94
94
191,070 94
85,110 89
NEW MEXICO
227,660
89
UTAH
227,280
92
WYOMING
93,290
93
PACIFIC
6,087,520
92
CALIFORNIA
4,707,070
92
OREGON
530,080
94
94
12,953,880
95
6,050,510
94
118,820
96
209,960
93
1,245,080
90
912,870
96
791,530
96
980,620
96
488,450
96
886,250
95
416,930
92
2,764,350
96
744,660
96
718,280
95
457,150
96
844,260
95
4,139,020
95
421,020
95
735,920
95
602,370
94
2,379,710
96
7,533,010
95
1,758,840
95
315,490
94
486,900
96
175,800
95
184,880
97
79,780
94
217,160
95
209,260
92
89,570
96
5,774,170
4,465,010
95
95
501,250
95
807,910 95
9,701,790
71
4,581,240
71
93,670
76
173,840
77
938,780
68
676,860
71
622,280
75
735,710
72
350,050
69
657,020
71
333,030
74
2,059,830
71
530,630
68
535,880
71
345,810
72
647,510
73
3,060,720
70
280,350
64
556,050
72
424,650
66
1,799,670
72
5,771,270
73
1,335,310
72
246,970
73
366,540
72
129,260
70
130,490
68
62,060
73
162,170
71
172,540
76
65,280
70
4,435,960
73
3,505,630
74
352,480
66
577,850
68
■■■■™
SPONSOR
2 april 1962
43
Mfd^
1st.. .in Communitq Life
1st... in Overall Ratinqs
1st.. .in Sell
1st... in Adult Listenirtq
RADIO 132
Allentown -Bethlehem - Easton
5000 WATTS. No. 1 latest Hooper and
Pulse. Lowest cost per thousand-audi-
ence in vast Lehigh Valley growth
market. First with Blue Chip advertisers.
RADIO 1 38
Tampa - St.'Betersburcj.FIa
5000 WATTS. No. I January-Februory
1962 Hooper . . double of all other
area stations. Lowest cost per thousand
audience ... in fast growing Tampa-
St. Petersburg market.
RADIO bZ
Beckleq - W. Virqirxis
1000 WATTS. No. 1 Hooper and Pulse
surveys, serving 9 big counties in heart
of West Virginia. Lowest cost per thou-
sand audience . . . featuring great
personalities.
RADIO I I I
Philadelphia- Area
500 WATTS. No. 1 latest Hooper sur-
vey report, covering large Philadelphia
and Norristown market . . . where bulk
of consumers live and buy. Lowest
cost per thousand audience.
RADIO I 21
Jacksonville -floridaL
1000 WATTS. Rahall Radio's newest
baby, with new eye-catching radio
format. Climbing daily in ratings. Get
the facts on low-cost coverage in
greater Jacksonville market.
RAHALL RADIO GROUP
N. Joe Rahall, President
Represented nationally by:
ADAM YOUNG, New York
Philadelphia Representative:
Paul O'Brien,
17)3 Spruce St., Phila., Pa.
Media people),
uliat they are doinp
and saying
TIMEBUYER'S
CORNER
Phil Lincoln joined the buying staff of the George H. Hart-
man Co., Chicago, leaving Quaker Oats where he was an adver-
tising manager . . . Harry Warren, Jr., hecame a hroadcast buyer
at John W. Shaw, Chicago. Previously, he was a senior buyer at
D'Arey . . . Lloyd Harris, who was manager of SSC&B's media
department, named media director last week, succeeding Frank
Meehan, who was appointed v. p. in charge of administration
. . . Martin Herhst is DCS&S's new media research director. He
was formerlv head of media research at Donahue & Coe.
VISITING New York: Wm. Putnam (r), pres. of WWLP-TV, Springfield, Mass., and
WRLP-TV, Greenfield, Mass., discusses his markets with Compton buyer (I) Dick Brown
Tom Gilchrist of WESH-TV. Orlando-Daytona Beach. Fla., entertain- j
ing DCS&S's media director. Sam Vitt, at the Roundtable. told about !
the Martian who landed on Madison Avenue and visited DCS&S, Y&R,
Bates, and J. Walter Thompson. Even though he was a handsome fellow
with erect antennas, everyone at these agencies was so engrossed in cam-
paigns that no one noticed anything strange about him.
Frustrated by lack of attention, he finally interrupted a client meet-
ing at JWT, saying: "I'm from Mars." An account man looked up
and remarked: "I'm sorry, old man, we already have a candy account."
Lunching at Mike Manuche's with Bill Crosby of Wm. Esty,
Frank DiGraei of Young-Tv described someone he knows who
invariably passes the work onto others: "He's the only fellow
I know who stands in a revolving door and waits for someone
else to push."
(Please turn to page 46)
44
-I'O.NSOI!
2 april 1962
It's easy to find the leader in Washington! ARB and NSI agree. ...WRC-TV is first in total
homes sign-on to sign-off (Jan. '62)? And, ARB reports WRC-TV's 74,600 homes per average quarter
hour, 9 A.M. to midnight, highest in Washington TV history! These down-to-earth figures become
increasingly important when you consider that the big-spending families served by WRC-TV earn
more per-household than those of any other in the country. If you're campaigning for greater sales in
Washington (and you should be-it's America's No. 10 market) hitch on to the leadership station. . .
'Average quarter-hour. »m& i bww v _bh
WRC-TV^J
IN WASHINGTON CHANNEL4
SPONSOR
2 april 1962
NBC OWNED
; SPOT SALES
45
"IT PAYS TO
use KTVE"
So says
Mr. Otha Hawkins
of
ZALES JEWELRY
in Monroe, La.
OVER IOO LOCAL
ADVERTISERS USE
KTVE REGULARLY
TO GET SALES
RESULTS & PROFITS
KTVE
■ /
CHANNEL lO
1/
EL DORADO MONROE GREENVILLE
REPRESENTED NATIONALLY BY:
VENARD RINTOUL & McCONNELL
CECIL BEAVER SOUTHERN REP.
PROMOTION AND/OR
ADVTG. MANAGER
Top notch girl with twelve
years experience in all
phases of broadcast adver-
tising, sales promotion, pub-
lic relations, market and
rating research. Have
worked at both station and
corporate levels. Well known
in advertising and trade
press. Would accept right
position as assistant.
BOX #310
I
TIMEBUYER'S
^^^ ^^J |m l^fl I ^^^ (Continued from page 4'
1
Doug Huinm of Charles W. Hoyt was at the Cafe Leon with an ac-
count man who said that he'd made a client presentation earlier that day.
"I was so confident," he told Humni. "1 didn't even wear my good suit."
Mort Reiner of Hicks & Greist was crossing Fifth Ave. against
the lights on the way to the Bon Vivant to meet a rep, when a
cop caught him ami reprimanded him. After lunch, on his way
hack to the office, the same cop spotted him jaywalking again.
"Do that once more,'" the cop warned, "and I'll take away your
shoes."
LUNCHING at the Pen & Pencil last week: (l-r) Wayne Silbersaclc, SSC&B buyer; Roy
Brown, sales manager of WILX-TV, Lansing, Mich., and Don Green, Adam Young staffer
Nate Rind of Doyle Dane Bernbach, dining at Vincent & Neal's Due
Mondi with Joe Weisenberg of WNEW-TV, New York, talked about a
station junket he was on once. After everyone got off the plane, a long
bus ride was necessary to take them to their destination. "The market
was so far from civilization," Rind said, "the tv sets were run on kero-
Boh Lazatera of D'Arcy lunched at Sherry's 1890 last week
with a rep who commented ahout his own secretary: "She'd he
a great Girl Friday if it wasn't for two things — she types slow
and runs fast."
Wayne Silbersack of SSC&B met with Don Green of Adam Young and
Roy Brown of WILX-TV, Lansing, Mich., at the Pen & Pencil. Brown
spoke of an eager young man in his station's sales department who was
on the track team at school and who, last summer, dispatched letters to
nearbv offices in a matter of minutes. "Fast?" Brown said. "At the end
of each trip we had to clean the insects off his glasses."
46
SPONSOR • 2 APRIL 1962,
The Most Number One Station in
the Immediate Vicinity
The perpendicular pronoun and the numeral
one have much in common. Our Ma, old
WMT Radio (forty this year), taught us not
to confuse the two. Statisticians who work
for WMT-TV look like croquet hoops from
bending over backwards. Yet it's difficult to
walk the line between station ego and station
firstness. We try to quote narrow-shouldered,
Brooks-Brothers-Type statistics. For example:
In one two-day period in February we an-
nounced 98 church service cancellations, 60
no-meetings-today, and 142 school closings,
all storm- begotten. When folks want word
to get around they call us.
A hundred and one correspondents through-
out our listening area relay news to the
WMT news center. When we want word,
we call them.
Our Farm Service Department is staffed by
three college graduates, all born and raised
on farms.
Then things like this come along:
In "homes reached" WMT-TV is # 1 in all
time periods from sign-on to sign-off, Sunday
through Saturday. (Cedar Rapids — Water-
loo ARB 11/25/61.)
In "station share" WMT-TV is #1 Mon-
day through Sunday, 9 a.m. to midnight.
(Ibid.)
Of the ten top daytime shows WMT-TV
has ten. Of the 478 quarter-hours measured
for "homes reached" WMT-TV has 326^
firsts.
How can you ice that?
WMT-TV
CBS Television for Eastern Iowa
Cedar Rapids — Waterloo
Represented by the Katz Agency
Affiliated with WMT Radio;
K-WMT, Fort Dodge; WEBC, Duluth.
1*1
PONSOR
2 April 1962
47
PIGGY-BACKS
[Continued from page 31)
denies. sa\s it has never offered
piggy-backs in am fashion. Its cur-
rent polic) in this area permits one
piggy-back commercial for each three
minutes of commercial time pur-
chased.
" I here are certain advertisers,"
says Edgar J. Scherick. ABC TV's
\ ice president in charge of sales,
"'who have peculiar marketing needs.
The piggy-hack pro\ ides a practical
solution for these particular prob-
lems."
In spite of the "practical" and
"ethical" arguments on both sides of
the fence, some trade observers see
competition between networks and
stations as having much more to do
with pigg} -backing than either will
admit.
Mam stations, they say, resent the
fact that networks have more or less
a free hand in determining split-
commercial scheduling, while thev
YOU'RE ONLY
HALF-COVERED
IN NEBRASKA
IF YOU DON'T USE
KOLN-TV/KGIN-TV!
AVERAGE HOMES
MONDAY THROUGH FRIDAY
November 1961 ARB 10:00 PM
KOIN-TV/KGIN-TV 59,100
Omaha "A" 50,600
Omaha "B" 49,000
Omaha "C" 36,500
&ke&etget Station*
wno-n-uum ttmi-tuuuioo
who iaoio-kaiamaioo iatili oca
WJ[f HADIO-GDAND «AMDS
WIH-m-CHND HANDS KALAMAZOO
WWtV - CADILLAC TM vntSt CITY
ICHN I* - LINCOLN. MAHASKA
KGIN IV-GKAN0 ISUND. NL1IASKA
• . . covering a bigger,
better Lincoln -Land
Tracking down the big television markets
in Nebraska? You'll find just two — the
extreme East and Lincoln-Land.
The Eastern TV market presents some-
what of a problem. It's split three ways
by three top TV stations. But in the other
big market the story is just the opposite.
Two stations — • KOLN-TV and satellite
KGIN-TV combine for a bigger and better
Lincoln-Land than ever before! Cheek the
facts on Nebraska's "other big market" — •
then see how they compare with any
other Nebraska station.
Avery-Knodel will gladly furnish you
with all the faets on KOLN-TV/KGIN-TV
— the Offieial Basic CBS Outlet for most
of Nebraska and Northern Kansas.
(the stations) are bound not onl\ 1>\
The Code Authority's triple-spotting
regulations, but by a threatening pos-
sibility of the FCC's counting a
piggy-back as two announcements.
"In the end," one station manager
moans, "it's the station that carries
the whole ruddy monkey on its back."
The old industry thorn of network
vs. national spot business is not to
be overlooked either, sav observe™
As far back as May of last vear,
Sponsor-Scope took note of agency]
disgruntlement over the circumspec-j
tion with which some stations were!
treating piggy-backs. CBS TV o&os,j
for example, were reported to be!
weighing time allotment of the two!
products involved in piggy-backs, as
well as compatibility of the products,
the carving out of an "island" to
take care of an approved piggv-back,
and the possibility of a r>0rff premium
for the minute. At the same time,
the network itself was allowing piggy-
backs with apparent unconcern.
"Even if it isn't intended," one
timebuyer said, "this can't help but
have the effect of driving the adver-
tiser to network spot carriers."
Loss of business and inter-familv
dissatisfactions aside, however, the
admonition of the Code Authority!
Robert Swezey that "the integrity of
television as a communications and
advertising medium should be upheld
on all fronts" is certain to be the i
overriding factor in the convention's!
piggy-back deliberations this week.
"We have two tremendous wea-
pons," says Swezey. 'One. of course, I
is the Television Code, which is now
stronger than ever before. The other
is the common sense and discretion
of individual broadcasters them-
selves." ^
TOP lO: LEO BURNETT
{Continued from page 34)
est to buy. in the judgment of Bur-
nett's media people. Tillson respond-
ed: "Probably magazines, with net-
work tv and newspapers running a
close second."
Regardless of the buying complexi-
ties involved, Burnett is the most con-
sistent big spot tv spender in the Mid-
west. The agency invested an esti-
mated $20 million in the medium last
year for such giant advertisers as
Kellogg, Green Giant, Parker Pen,
Pillsbury, P&G, Pure Oil, Schlitz.
and Star-Kist Tuna.
Tillson was asked to spell out Bur-
48
SPONSOR
2 april 1962
yOW...CUT YOUR TV TAPE COSTS IN HALF!
pack twice as much programming on a reel!
all this
on this!
Photography Courtesy Reeves Sound Studios, Inc.
Permits 50% Cost Reduction
in Tape Inventory
Reduces Tape Storage Space
Cuts Tape Distribution Expense
New RCA development enables you to operate any RCA
recorder at 714 or 15 ips — without sacrificing compatibility
This new engineering advance, available only for RCA TV Tape Recorders, combines
all the benefits of standard quadruplex recording with the savings of half-track record-
ing. It provides for tape speed to be switchable from conventional 15 inches per second
to half speed at IV2 ips.
Since this new approach uses quadruplex recording, tapes are interchangeable with
other standard machines. Regular 2-inch tape is used. Standard editing techniques
are employed. There are no picture discontinuities. And there is no discernible differ-
ence in resolution. You get the same high quality that you are now getting from RCA
recorders.
HOW IT WORKS: A new RCA headwheel assembly and capstan motor make it
possible to use half-track recording and to cut tape operating speed in half. The new
recorded track is only 5 mils wide as compared with 10 mils for conventional recording.
As a result, twice as many tracks can be recorded on the same length of tape— permitting
twice as much programming to be packed on a standard reel.
See your RCA Broadcast Representative for complete details. Write RCA, Broadcast
and Television Equipment, Dept. G-264, Building 15-5, Camden, N.J.
The Most Trusted Name in Television
nett's idea of a well-conceived, ideal-
ly programed radio/tv station — one
that their media people consider a
good buy. He explained that Burnett
prefers to place client advertising on
those stations which fulfill a real need
in their communities, and pointed
out that the station which refuses to
recognize its responsibile position in
its community will probably not be
successful over a long period of time.
"With a total approach to media
planning, however," Tillson says, "we
rarely isolate and trace sales results
to a single station — radio or tv. Ra-
dio and tv stations are in partner-
ship with us and our clients in the
business of effectively communicating
a message to our clients' prime pros-
pects. Our vote and dollars usually
go to the station which can offer the
best opportunity to allow these prime
prospects to be attensive to what we
have to say. This, of course, involves
programing which delivers the audi-
ence we seek by the quantity we need
on a consistent basis without over-
commercialization."
In the area of station trips, Bur-
nett buyers do travel, but not on a
regularly scheduled basis. Tillson ex-
plains, "Most of our station traveling
is to problem markets, though our
people who ordinarily travel on other
business are encouraged to make sta-
tion calls."
The Burnett Company has been
acknowledged by trade observers, as
one of the major influences in the
continued demand for minute com-
mercials, since most of their avail-
abilitly requests have been and still
are for minutes. When asked about
this. Tillson said the heavy demand
is primarily a creative consideration.
"Also," he added, "with television
becoming so overly-commercialized,
we think it is increasingly difficult to
catch the viewers' attention and inter-
est in 20-seconds without knocking
him over the head, which is not our
usual approach."
With one exception, Burnett has no
plans to use 30- or 40-second an-
nouncements in the coming year.
"The major reason," Tillson says, "is
that the cost is out of line with the
creative opportunity afforded by the
extra length. They have priced them-
selves out of our market."
In pricing, Tillson said his agency
would suggest this as a more realistic
approach: For a 30-second, 115% of
a 20; and for a 40, 145% of a 20.
The Burnett attitude toward pre-
emptible rate cards is verv favorable,
Tillson says. "They give the station
great flexibility in establishing prices
commensurate with delivery, and ob-
viate the necessity of complicated
rate cars or constant revision of
cards."
But he adds: "As spot tv becomes
tighter, the pre-emptible rates are be-
coming less functional. Since more
and more of our purchases are made
on Section I in order to maintain
franchises, the pre-emptible feature
of rate cards fails to serve its intend-
ed purpose. Prices, as always, re-
flect supply and demand."
Tillson feels that the establishment
of summer rates would encourage
greater use of spot tv during the sum-
mer months. Amplifying this he says,
"In quite a few cases, we take a hi-
atus during the summer or cut back
to better spots only because the pen-
alty in cpm is so steep. The net-
works long ago recognized the sensi-
bility of adjusting rates to audience
potential, and stations should do the
same. Rates should be reduced dur-
ing the summer months in direct ra-
tio to drop in sets-in-use by time of
day."
On the subject of local public serv-
ice sponsorship and association, Till-
son says such shows are becoming
vastly more desirable for advertisers
as more stations place these pro-
grams in prime time: "Heretofore,
the major stumbling block has been
the very low audiences (due to poor
time periods) in relation to the cost
of a well done program."
Tillson feels that Chicago stations
are doing a particularly fine job in
local public service, and he points
out that some of their shows are cur-
rently under consideration for sev-
eral Burnett clients.
In the recent past, sellers of radio
time have become acutely concerned
over Burnett's — the bellwether Chi-
cago agency — diminishing use of ra-
dio. Of its estimated $66 million
broadcast dollars during 1961, only
11% of the total went to radio —
mostly spot.
But, Tillson points out that Bur-
nett's media department is constant-
ly exposed to most all radio research
studies, and information on all phases
of radio is disseminated to each su-
pervisor and buyer.
Burnett's most recent major radio
presentation was from the RAB about
a month ago. Of this, Tillson says:
"We think the Bureau is doing an<
excellent job. and we encourage the
networks and major representative
firms to assist the Bureau by devel
oping more full scale radio presenta
lions. The Bureau should not be ex-
pected to carry the ball single-
handedly."
In spite of Burnett's relatively mi-
nor radio schedule placement — chief-
ly for Brown Shoe, Kellogg, Philip
Morris, Pfizer. Pure Oil, Schlitz. and
Tea Council — the agency has some
surprisingly positive convictions con-
cerning the medium. Of these. Till
son says that Burnett finds there are
more than enough good, well-pro-
gramed stations to provide adequate
coverage on a local, regional, or na-
tional basis, without relying on sta-
tions which pursue any programing
course to produce ratings.
"We'll always try the best station,
but we certainly cannot endorse a
policy of confining radio schedules
to one type of station," he adds.
Burnett and its clients are watch-
ing developments in new broadcast
dimensions: the commercial possi-
bilities of fm, and the potential in
color tv commercials.
Tillson says that although Burnetl
activity in fm has been minor thus
far, it is being given more consid-
eration all the time and he points out
this common advertiser grievance
"While we have great faith in fm's)
effectiveness, the fm broadcaster!
should supply more information on
fm in general and on individual sUV
tions to help us make the sale."
On the subject of client interest irl
color tv commercials, Tillson report*
that while some Burnett clients an
quite interested in the growth of thi
medium, to date color commerci
production has been limited to adver
tisers appearing in color programs
plus a few for experimentation.
A tribute to the professionalism o
Burnett's media department is tht
manner in which clients respect it'
decisions. Clients naturally influenci
media selection since they ultimately
approve all recommendations. But ui
terms of station selection, Tillsoi
says, clients, either from headquar
ters or locally, seldom exert any in
fluence or pressure. "They recogniz<
our specialization in this area, anc
accept our recommendations as par
of the many services for which tin
agency is paid." ^
ti
50
SPONSOR
2 april 196:
'SPONSOR
NAB CONVENTION SPECIAL
WGAL-TV
Established 1949
NATIONAL
ASSOCIATION OF BROADCASTERS
SEAL
OF GOOD
PRACTICE
TELEVISION CODE
GAL-TV
ilannel 8 • Lancaster, Pa.
NBC and CBS
IN THE
PUBLIC
INT
WGAL
Established 1
SUBSCRIBE
NAB
x
STEINMAN STATION
Clair McCollough, Pres.
risit SPONSOR at the ESSEX
Ve're holding open house in the PRESIDENTIAL SUITE (11th floor).
Veil take your picture and give it to you as a Convention souvenir.
Vnd all your friends from SPONSOR will be on hand for a big "hello."
News with emphasis on local and regional events .... in the nation's
38th T.V. market. News in depth where news occurs. News with reach
across 36 Kentucky and a full 50 Tennessee counties, plus the northern rim
of Alabama. Way ahead with all the news that's fit to see. That's WLAC-
TV, winner of 4 out of 5 top area news awards in the past 4 years.^
\\a\ ahead with news feeds to the network, too. CM)"1 course.
the "way" station (0 the cmtrgl smth
71
Robert M. Reuschlc, Ceneral Sales Manager
T. B. Baker, Jr. Executive Vice-President and General Manager
iOM
J. nxLi
ENTERTAINING WORLD OF MGM TELEVISION
IVIV2ITI
TELEVISION
Less than a year ago, the young man oJ
the cover was known by a few people afl
a promising new MGM actor. Today!
millions call him Dr. Kildare.
Such is the business of television!
Richard Chamberlain is one of telefl
vision's brightest new stars. The Kildar J
series is one of only four new networi
shows to reach the top ten in viewel
popularity.
And such is the entertainment heritagJ
of Metro-Goldwyn-Mayer. From thil
unexcelled background of experience
talent and facilities, MGM offers a wi«
range of programming for all television
Memorable motion pictures and f eaturl
from over 30 years of production arl
attracting new audiences on televisi
New product is created originally
television. Broadcasters can rely upofl
MGM Television as a source for quali
entertainment - attractive to audienc
and advertisers - year after year.
A continuous supply of programmiil
material is made available to netwoi
and individual stations. Presented h<
are those television projects and ava
abilities current in the Spring of 196
New television projects include: 1
11th Hour, Zero One, Buttons, 3:
Montgomery.
ixum-ri m. HCUW.IIIC, ot-nrrai jaint inanagrr
i. d. Daner, jr. cxecuuve vice-rresiaeni ana venerai manager
NETWORK
DR. KILDARE ■ NATIONAL VELVET FATHER OF THE BRIDE ■ CAINS HUNDRED
IVHjIVI
The finest films of the fifties n<
playing in over 55 markets co\k
ing 60% of U. S. Television hone
30/61
THE ACTRESS
AFFAIRS OF DOBIE GILLIS
APACHE WAR SMOKE
BAD AND THE BEAUTIFUL
BATTLE CIRCUS
BIG LEAGUER
CARBINE WILLIAMS
CHALLENGE TO LASSIE
CREST OF THE WAVE
IN THE GOOD OLD SUMMERTIME
KIND LADY
LADY WITHOUT A PASSPORT
LONE STAR
THE MARAUDERS
MR. IMPERIUM
NEPTUNE'S DAUGHTER
NO QUESTIONS ASKED
PEOPLE AGAINST O'HARA
THE RED DANUBE
REFORMER AND THE REDHEAD
ROYAL WEDDING
THE SCARLET COAT
THE SECRET GARDEN
SKIPPER SURPRISED HIS WIFE
THAT FORSYTE WOMAN
THAT MIDNIGHT KISS
TO PLEASE A LADY
THE WILD NORTH
YELLOW CAB MAN
YOU FOR ME
30/62
ABOVE AND BEYOND
ACROSS THE WIDE MISSOURI
ALL THE BROTHERS WERE VALIANT
BANNERLINE
BHOWANI JUNCTION
BORDER INCIDENT
CAUSE FOR ALARM
CONSPIRATOR
CRISIS
THE DOCTOR AND THE GIRL
DON'T GO NEAR THE WATER
FORBIDDEN PLANET
GIRL IN WHITE
HER TWELVE MEN
INVITATION
IT'S A BIG COUNTRY
THE LAST TIME I SAW PARIS
MADAME BOVARY
MOGAMBO
MOONFLEET
THE OUTRIDERS
PAGAN LOVE SONG
PLEASE BELIEVE ME
RIGHT CROSS
ROGUE COP
SCARAMOUCHE
SCENE OF THE CRIME
SMALL TOWN GIRL
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uruM inc. v/rnciai oairs miiml'
i. o. oaicrr, jr. txecuuve vice-rresiacm ana wnerai .vianagrr
FEATURE FILMS
OVER 700 PRE '48 FEATURES ■ POST '48 FEATURES 30/61 ■ 30/62
^fl ji
A
NRSUHrT
■
HHH
HflHi
1
IVIOIVI
SYNDICATION
THE ASPHALT JUNGLE ■ THE ISLANDERS ■ NORTHWEST PASSAGE ■ COMING THE THIN MA
nuurri m. nruMinr, vjt-tirrai jairs manager
i. d. oaxer, jr. cjcccuuvc vicerrcsiaem ana orncrai manager
SHORT SUBJECTS
OUR GANG ■ MGM CARTOONS ■ PETE SMITH ■ THE PASSING PARADE
CRIME DOES NOT PAY ■ THE NEW BILLY BANG BANG MOVIES
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Metro-Goldwyn-Mayer Television ■ New York Chicago Culver City Toronto
i. o. DUKcr, jr. cjtccuuve vicr-rrrsiarm ano uenrrai managrr
SPONSOR
NAB CONVENTION ISSUE
A special SPONSOR guide to what's happening, and where, at the 40th
Annual Convention, National Assn. of Broadcasters, Chicago, 1-4 April 1962
CONTENTS
Tiro men, two speeches: one
year later
63
An open letter to Chairman
Minow
64
An open letter to Governor
Collins
66
Convention agenda
69
Convention hospitality suites
72
Chicago directory
75
Advertising agencies
75
Media buyers
75
Radio/tv representatives
78
Advertisers
78
Networks, groups
79
Film/tape commercials
79
Film/tape programs
79
Film/tape services
79
Music/radio services
79
Research/ promotion services
79
Equipment exhibitors
82
?0NS0R
2 april 1962
CONVENTION SPECIAL 11 • 61
•»
HOW TO ADD
CORRESPONDENTS
IU lUOIf llC www I Hi r The expert news -gathering staffs of four
great magazines are now available to radio stations through the TIME- LIFE Broac
cast News Service. Spanning the entire world, more than 500 correspondent
and 31 full-time news bureaus provide on-the-scene information about the
people and events that shape our world. That information, presented in the
form of Topic A and Capsule, is available for subscription on an exclusive
basis in your market area. To find out how Topic A and Capsule meet youi
requirements, stop in and see us while you're at the NAB Convention, Suite 60
at the Sheraton Blackstone, or write: Ole G. Morby, TIME-LIFE BROADCASl
NEWS SERVICE,Time & Life Bldg., Rockefeller Center, N.Y. or phone LL 6-3355
62
12 CONVENTION SPECIAL
SPONSOR
2 APRIL 196,
TWO MEN-TWO SPEECHES
ONE YEAR LATER
L. ast year two men, both newcomers to broadcasting, had the spotlight
when the NAB gathered for its 39th Annual Convention.
The first was the Association's newly-elected president, the handsome,
articulate ex-Governor of Florida, LeRoy Collins.
The second was the FCC's newly-named Chairman, a young, little-
known Chicago lawyer, Newton N. Minow.
They spoke on successive days, at successive luncheon meetings. And it
is safe to say that never in the history of the industry were broadcasters
so upset and disturbed as by these two speeches.
Chairman Minow's remarks received, of course, far more publicity,
and carried harsh, caustic, even threatening overtones which were com-
pletely absent from the Governor's talk.
But inevitably the two speeches were linked together by broadcasters
who feared they saw in them a common "Administration plot."
Today, one year later, a calm rereading of both talks shows vast differ-
ences in the outlook, viewpoint, and temperaments of the two men.
Today a review of the first-year accomplishments of Governor Collins
and Chairman Minow provides a perspective impossible in May 1961
and enables sponsor to write the two "open letters" which follow.
iPONSOR
2 april 1962
CONVENTION SPECIAL 13
63
AN OPEN LETTER TO
Hon. NEWTON N. MlNOW, Chairman
Federal Communications Commission
Washington, D. C.
Dear Mr. Mi now:
As you prepare your talk for the 40th Annual Conven-
tion of the NAB this coming Tuesday, we hope you will
reread carefully the text of your last year's speech.
We think you will find it something less than the
"courageous and provocative address" full of "historical
significance." as Senator Proxmire called it when he
moved to have it printed in the Congressional Record.
We think you will find many places where its wording,
tone, and attitude, if not the actual ideas, will seem some-
what absurd and juvenile to you todav.
We believe it is not at all the speech which you would
deliver now. after a year of service and experience with
the Federal Communications Commission.
But one thing we hope most of all. We hope that a
fresh look at vour "wasteland" remarks will enable you
to understand, more fully than you have before, just whv
your speech caused such resentment, antagonism and
suspicion among broadcasters.
Take the matter of censorship. You have protested
loud and often that you are "unalterably opposed to
censorship" and you have frequently pooh-poohed the
fears of tv and radio men on this score.
Your comments at the recent network hearings indi-
cated you felt that both Dr. Frank Stanton and Robert
Sarnoff were merely trying to stir up a smoke-screen with
their anti-censorship talks last December.
You have consistently taken the position that your own
devotion to the First Amendment is so pure, so unsullied,
so spotless, that no one has reason to question it.
But we challenge you — an honest and intelligent man —
to read over what you said last May and fail to see why
many broadcasters felt (and still feel) that you were i
talking double-talk on the censorship question.
For the pattern of your remarks during the past year I
has been consistently this: you have combined piouf
anti-censorship protests with implied threats of reprisal'
unless the patterns of tv programing evolved in the direr
tion you thought desirable.
Can vou still wonder whv many broadcasters are sus
picious of your intentions?
Or take your statement last May (and repeated oftei
since ) that you "believe in the free enterprise system. |
Can you honestly reconcile a sincere belief in fret
enterprise with all of the statements in your "wasteland
speech.
Can you reconcile it. for instance, with such ideas a; i
this. "I intend to find out whether the community whicl
each broadcasters serves believes he has been serving tin
public interest ... I intend to hold well-advertised publii
hearings ... I want the people who own the air and th<
64
14 CONVENTION SPECIAL
SPONSOR
2 APRIL 1961
CHAIRMAN MINOW
piiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
LAST YEAR YOU SAID...
**,
f invite you to sit down in front of your television set when your station
goes on the air and stay there without a hook, magazine, profit-and-loss
sheet, or rating hook to distract you — and keep your eyes glued to that set
until the station signs off. I can assure you that you will observe a vast
wasteland.
"Is there one person in this room who claims that broadcasting can't do
better? . . . Why is so much of television so bad? I have heard many answers
. . . Undoubtedly there are tough problems not susceptible of easy answers.
But I am not convinced that you have tried hard enough to solve them
"8 did not come to Washington to idly observe the squandering of the pub-
lic's airwaves . . . i intend to take the job of FCC Chairman very seriously.
"The people own the air. For every hour the people give you, you owe
them somthing. I intend to see that your debt is paid with service.
"I believe in the free enterprise system, I am unalterably opposed to gov-
99
ernment censorship. There will be no suppression of programinti
llllllllllllllllllllllllllllllllllllllllllillllllllllllllli
,homes that television enters to tell you and the FCC
what's been going on."
Is that genuinely "private enterprise," Mr. Minow?
Or is it a kind of creeping state socialism, implemented
by a potent government bureaucracy and by minority
pressure groups?
If you still maintain that it is free enterprise, are you
prepared to explain and define what you mean?
For this, essentially, is the quarrel which many of us
in the industry have had with you.
We do not doubt for a minute your sincerity, your
vigor, your idealism, your intellectual capacity.
But somehow we are far from sure that you have really
:hought these matters through.
We think you have tried to combine a fundamental and
honorable belief in free speech with the passionate zeal
pf a crusading reformer, and have never really defined,
jven for yourself, where and how the one concept must
imit the other.
We think you want to believe in free enterprise, like
iny good American. But we think your notions of the
ole and functions of government make your free enter-
prise talk seem like nothing but lip service.
I In a word, Mr. Minow, we think that in many respects
during the past year, you have been trying to carry intel-
lectual water on both shoulders, and have failed to rec-
ognize the ambiguity of your position.
Such criticism, of course, is difficult for most men to
accept, and the easy glib reaction is to brand those who
offer it as "bigoted, prejudiced, selfish."
We hope you will not fall into this trap but will con-
sider these comments as seriously as they are given.
If you are wholly honest in your allegiance to free
speech and free enterprise ( and we believe that you want
to be) then you should have no hesitation whatsoever
in explaining your position more fully.
If we have misunderstood you, then it is certainly to
your advantage to correct this situation.
The relationship between a government regulatory
agency and the industry it is supposed to regulate is
always subject to strain, and even to a certain amount
of antagonism.
But we believe that the relationship between you and
the broadcasting industry has been more strained, more
dffiicult, more antagonistic than is necessary under any
conditions.
We hope you will try to help clear it up.
PONSOR
2 april 1962
CONVENTION SPECIAL 15
65
AN OPEN LETTER TO
Governor LeRoy Collins. President
National Association of Broadcasters
Washington. D. C.
Dear Governor Collins:
Last Ma\ when you made your first speech as NAB
president before an annual convention of the Associa-
tion. \ou got a pretty tough break.
You could not have known, no one could have fore-
seen thai on the following daj the new Chairman of the
FCC would stand up and blast the Industry in one of the
tnosl controversial and wideh quoted speeches which
any broadcaster audience had ever listened to.
Nor could anyone have predicted in advance that the
furor over Mr. Minow's remarks would engulf you too,
and that you would be suspected of adhering heart and
soul to the Minow viewpoint.
In a way. of course, it was almost inevitable. Both
you and the FCC Chairman are Democrats, both of vou
are close to the Administration, both of you are lawyers
with a background in government, and both of vou are
loyal supporters of the New Frontier.
But there the resemblance stops. And it was unfortu-
nate and unfair that your thoughtful and statesmanlike
remarks to your new Association membership should be-
come confused with Mr. Minow's speech.
It was even more unfortunate that so much of the good
counsel and good advice you gave to the NAB was re-
jected by certain broadcasters on the grounds that it was
tarred with the Minow brush.
\ careful rereading of what you actually said last
Ma\ reveals that vou are a man of your own mind and
convictions and that the program you outlined for the
NAB was forward-looking and constructive.
Our purpose in writing you this open letter is to re-
affirm our faith in you as an industry leader, and as a
positive force for good in the NAB.
We are confident that your most difficult year is behind
you. and that from here on your progress and accom-
plishments will constantly grow in stature.
Last vear at the Sheraton Park Hotel you outlined
your convictions about a number of industry needs,
among them the obligation of broadcasters to editorial-
ize, the need for stronger Codes and Code enforcement,
for an increased number of "Blue Ribbon" programs,
and for the establishment of an NAB Research Center.
During the past year, under your leadership the Asso-
ciation has made considerable advancement in several of
these areas and we know that you have mam furthet
plans in progress.
But of all the subjects which \ou touched on in Wash-
ington last May, the one which seems to us most perti-
nent and important is the need for the industry to adapt
itself to change.
We have reproduced on this page excerpts from your
66
16 CONVENTION SPECIAL
SPONSOR
2 april L962
GOVERNOR COLLINS
Illlllllllllllllllllllllllllllllllllllllllllllllllllilim
LAST YEAR YOU SAID...
66,
Today we are living tit cut era in which change is even faster — and great
industries can survive or fail tit the space of even a decade.
"In the next 10 years, it may well he that broadcasting will he unrecogniz-
able front what it is today.
•I hope that these changes wilt be for the better, I firmly believe they can
be, provided we make the effort, as a profession, to take control of the forces
of change.
"To© often, this industry in the past, reacting to outside stimuli, hits al-
lowed outside forces to impose changes on it.
"We are now big enough, mature enough, ami I hope, fur-sighted enough
to reverse that trend.
"\ es. change there is going to be, and we must put our best brains to ivork
on analyzing the ingredients ami channeling new course of that change. We
99
iiiiiM become its master, if we are to avoid becoming its servant.
Illll!!lll!!illll!lllllll!llll!!lllllll!lllillllllll!l!ll!i Illlll!l!illlll!!lli!!lll]]!lll!lll!l!!l!lll!!!!ill!lll!!ll![l!!l!!!llll!lllllll!l
speech on this point. We suggest that it is the keystone
of your philosophy, and the most significant single mes-
sage you have ever delivered to the industry.
In your speech a year ago, you quoted General David
SarnofT that "we must reckon not only with change but
with the tremendous acceleration of change."
We agree completely with this observation, and we
believe that it has been graphically illustrated not only
by the changes which have taken place in the world, but
in our own industry during the last 12 months.
The problems we face today are not at all the same as
we faced yesterday, or shall face tomorrow. And, as you
say, we must "take control of the forces of change, if we
are to avoid becoming its servant — or even worse its
victim."
Last May, in explaining how you proposed to imple-
ment this "taking control of the forces of change," you
outlined a three point program for the NAB.
You called for an improvement in NAB's government
relations, so that "In Washington and eventually in every
state capital, we will become the initiator, rather than the
defender, of major legislative proposals relating to broad-
casting."
You asked for an "energetic and imaginative public
relations program" that would "bring every instrument to
play at the proper time, and with the proper emphasis."
And you proposed to bring "the best research available
to the problems of our industry, so that we can begin to
mold the future of broadcasting as we want it to become,
and as it can best serve the people of our nation and of
the world."
In a sense, Governor Collins, this was a rather vague
and generalized blueprint, and necessarily so.
During the past year, vou have attempted in many
ways to make it more specific, and more definite.
You have also, as with the NAB's first and highly suc-
cessful Editorializing Conference, considerably expanded
the scope of your original program for "taking control
of the forces of change."
Not only legislation, public relations, and research, but
many other types of activities can and should figure in
the program.
We hope 'hat in the vear ahead you will develop count-
less additional opportunities for broadcasters to become
aware of, and take control of the forces of change, for
we believe that it is in this area that your greatest con-
tributions to the NAB can and will be made.
SPONSOR • 2 APRIL 1962
CONVENTION SPECIAL 17
67
■
fv
fif
Music to note...
Boston Symphony Orchestra
in a series of 1 3 one-hour
TV Concert Specials
The concerts, featuring the world renowned
104-piece orchestra to be conducted by
Charles Munch and Erich Leinsdorf,
will include the works of Beethoven, Haydn,
Honegger, Schumann, Franck, Milhaud, Piston.
Mozart, Bach, Copland, Handel, Diamond, Purcell,
Wagner, Mendelssohn, Sibelius and Brahms.
The first offering of this series will be made
at the NAB Convention in Chicago . . .
in our Suite (800) at the Conrad Hilton Hotel.
SEVEN ARTS
ASSOCIATED
CORP.
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS, LTD.
NEW YORK: 270 Park Avenue YUkon 61717
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
CONVENTION HIGHLIGHTS
Conrad Hilton, Chicago
SATURDAY, 31 MARCH
I a.m.-5 p.m. : REGISTRATION, Lower Lobby
SUNDAY,"1 APRIL
7 a.m.-7 p.m. : REGISTRATION, Lower Lobby
Noon-7 p.m.: EXHIBITS, East and West Exhibit Halls
2:30-5 p.m.: NAB FM DAY PROGRAM, Waldorf
Room; "Fm stereo: a new medium, or a new twist?"
Technical aspects, Programing aspects, Economics of
fm stereo
MONDAY, 2 APRIL
7 a.m.-7 p.m. : REGISTRATION, Lower Lobby
1 9 a.m.-9 p.m. : EXHIBITS, East and West Exhibit Halls
1 10:30 a.m.-noon: GENERAL ASSEMBLY, Grand Ball-
room; Presentation of NAB Distinguished Service
award to Edward R. Murrow, director, USIA. Address
by Mr. Murrow
|l2:30-2 p.m.: MANAGEMENT CONFERENCE
LUNCHEON, International Ballroom; Address by
LeRoy Collins, president, NAB
|2:30-5 p.m.: RADIO ASSEMBLY, Grand Ballroom
1:30-5 p.m.: TELEVISION ASSEMBLY, Waldorf
Room; "Broadcasting's other commission — television
and the FTC" (Panel); "Applied television" (TvB
presentation)
TUESDAY, 3 APRIL
a.m.-5 p.m. : REGISTRATION, Lower Lobby
a.m.-7 p.m.: EXHIBITS, East and West Exhibit Halls
L0 a.m.-noon: RADIO ASSEMBLY, Grand Ballroom;
Radio Month Rally, RAB presentation
8:30-10 a.m.: TELEVISION ASSEMBLY, Waldorf
Room; Continental breakfast; Seminar for tv stations
in secondary markets, "How to save money," "How
to get more sales"
10:15 a.m.-noon: "Crises of the past and in the fu-
ture"; Status report: all-industry television station mu-
sic license negotiating committee
12:30-2 p.m.: MANAGEMENT CONFERENCE
LUNCHEON, International Ballroom; Address by the
Honorable Newton N. Minow, Chairman. FCC
2-5 p.m.: NO SCHEDULED SESSIONS (This period
not programed to permit delegates to visit exhibits and
hospitality suites)
WEDNESDAY, 4 APRIL
9 a.m.-4 p.m. : REGISTRATION, Lower Lobby
9 a.m.-6 p.m.: EXHIBITS, East and West Exhibit Halls
9:15-10:15 a.m.: LABOR CLINIC (closed session).
Grand Ballroom
10:30-12 noon: RADIO ASSEMBLY, Grand Ball-
room; "Broadcasting's role in civil defense" (Panel)
10:30 a.m.-noon: TELEVISION BUSINESS SES-
SION, Waldorf Room; Television board elections
12:30-2 p.m.: MANAGEMENT CONFERENCE
LUNCHEON, International Ballroom; Address by
James E. Webb, administrator, National Aeronautics
and Space Administration; Annual NAB business ses-
sion
2:30-5 p.m.: GENERAL ASSEMBLY, Grand Ball-
room; Panel discussion, Federal Communications Com-
mission: Newton N. Minow, Chairman; Rosel H. Hyde,
Robert T. Bartley, Robert E. Lee, T. A. M. Craven,
Frederick W. Ford, John S. Cross
7:30 p.m.: CONVENTION BANQUET, International
Ballroom
SPONSOR
2 april 1962
CONVENTION SPECIAL 1 ()
69
1922 -March-WLW Radio 1928 —3 of WLW original 1933 -American soap opera
went on air. Founded by programs are still on in was born at WLW with "Ma
Powell Crosley, Jr. Now ranks 1962: "Church by the Side Perkins," Virginia Payne,
among top 10 of more than of the Road," "Moon River," creating a famous far-reach-
4400 U. S. Radio Stations. "Mail Bag Club." ing era in broadcasting.
1933 -WLW operated first
10,000 watt international
transmitter beaming sig-
nals to Europe and South
America.
1934 -WLW was first and
only Radio Station ever to
increase its power to
500,000 watts.
CROSLEY
^WLW^~
CELEBRATE 40™
AIM N I VE R S AR Y
These are the events and the people that have made WLW Radio-TV famous
In its 40 years, the Crosley Broadcasting Cor-
poration has had a profound effect on the
entertainment world and the growth of the
radio-television industry — now including 6
WLW stations reaching 9 states and 20 mil-
lion people. So on this ruby anniversary — we
proudly look back — but even more proudly
look forward to the continued service we can
render our own audience in WLW Radio-TV
land . . . and our faithful advertisers who put
their trust in us and shared in our accom-
plishments.
Our pride and our privilege.
I11 show business. WLW is known as "The Cradle of the Stai
Here is some of the talent who performed on WLW ju their climb to fame
Ma Perkins Al Heifer The Mills Andy Williams Rod Serling, Rosemary Ralph Moody Bill Nimmo McGuire
(Virginia Payne) Brothers writer Clooney Sisters
'ATB
Red Skelton
i , i
Jane Froman
Dick Noel
Fats Waller Durward Kirby Janette Davis Eddie Albert
Doris Day
Ink Spots Red Barber
70 • 20 CONVENTION SPECIAL
SPONSOR • 2 APRIL L96B
1937 -Crosley Broadcasting
engineers developed WLW
Television experimental
station. Further develop-
ment interrupted by the War.
WLW-D
WLW-C
Crosley purchased 1 942— Crosley constructed 1948- WLW-T, Cincinnati, 1949-WLW-D, Dayton, and
"Everybody's Farm" to op-
erate and broadcast farm
programs from Mason, Ohio.
Now annually visited by
14,000 people.
and still operates 6 Voice
of America transmitters at
Bethany, Ohio. Largest do-
mestic installation of Voice
of America.
went on the air as one of
first TV Stations in Coun-
try, first in Ohio and one of
the first NBC affiliates.
WLW-C, Columbus, went on
the air, forming Crosley 3-
Station regional television
network.
1 953 -WLW Television be- I 9 5 3 -WLW-A TV, Atlanta, 1954-WCET, first U. S. li- 1955-First Radio Station 1957-WLW-l, Indianapolis,
came first NBC Color Affili-
ate. Now Color TV leader
in Nation, making Cincinnati
"Colortown, U.S.A."
joined Crosley group.
Reaches 3 million people,
68% of Georgia, parts of
Alabama, Tennessee, North
Carolina.
censed educational TV Sta-
tion, was provided half-mil-
lion dollar Crosley facilities
for $1 a year "rent" as
public service.
to install Radar weather
service. Today this service
provides a range of over
300 miles in WLW Radio-
TV land.
became 5th WLW-TV Station.
Reaches over 3 million peo-
ple in 63 Indiana and 13
Illinois counties.
j| 959-WLWbecame world's
highest fidelity Radio Sta-
tion with exclusive new
4M transmission developed
by Crosley engineers.
1 959— First to colorcast big
league baseball locally and
regionally. First to color-
cast indoor remotes with
new low-light tube devel-
oped by Crosley and GE.
1960— First to colorcast
night-time big league base-
ball and other night-time
outdoor remotes under nor-
mal lighting conditions.
1 960-Crosley provided FM
transmitting facilities at $1
per year "rental" to Uni-
versity of Cincinnati for
educational broadcasts.
1 942 -6 V- Ruth Lyons an-
nual fund for hospitalized
children has collected over
2V3 million dollars for 59
hospitals thru WLW Radio
and TV alone.
the dynamic WLW Stations
WLW-T
Television
Cincinnati
WLW-D
Television
Dayton
WLW-C
Television
Columbus
SPONSOR • 2 APRIL 1962
WLW-A
Television
Atlanta
WLW-I
Television
Indianapolis
Crosley Broadcasting Corporation
CONVENTION SPECIAL 21 • 71
NAB HOSPITALITY SUITES
REPRESENTATIVES
Advertising Time Sales .Essex Inn 301
AM Radio Sales SO
Avery-Knodel .... SB* 1108-9-10
Bassett, Mort, & Co RC8
Blair, John. & Co. .. SB 608-9-10
Boiling Co. EH* 2011
Broadcast Time Sales EH 3211
CBS Spot Sales (Radio) . CH: 1806-04
CBS Television Spot Sales CH 2306
Christal, Henry I., Co. .... CH 1306
Country Music Network (C. Bernard) CH
Eastman, Robert E., & Co. EH 1711
Gill-Perna CH 2300
Harrington, Righter & Parsons SB 708-9-10
Hollingbery, Geo. P., & Co. .... CH 1600
Howard, Bernard, & Co CH 35A, 36A
H-R Representatives EH 3711
Katz Agency .... EH 3803
Masla, Jack, & Co. CH
McGavren, Daren F., Co. EH
Meeker Co , CH 1700
NBC Spot Sales SB 508
Pearson, John E., Co. Congress
Peters, Griffin, Woodward SB 705
Petry, Edward, & Co CH 1400
Radio T.V. Representatives CH 1224
Spot Time Sales Ascot Motel
Television Advertising Representatives Drake
1 — Sheraton-Chicago. 2 — Sheralon-Blackstone. 3— Racquet Club. 4 -Executive House.
5 — Conrad Hilton.
Venard, Rintoul & McConnell .. CH 2100
Weed Radio and Tv Corps. Sherman
Young, Adam, lnc.-Young-TV CH 2200
NETWORKS
ABC Radio ...CH 1806A-04A
ABC TV CH 1005
CBS Radio CH 1806-04
CBS TV CH 2306
Keystone CH 804
Mutual CH 1606A-04A
NBC Radio, NBC TV SB 508
PROGRAM SERVICES
BM1 CH 505
Futur sonic Productions CH 1335 A
Harry S. Goodman Productions CH 1218
Modern Broadcast Sound CH 2539
Muzak CH 605
Programatic Broadcasting Service CH 605
Radio Concepts CH 1135 A
RCA Recorded Program Services CH 500
SESAC CH 1206
Richard H. Ullman Inc. .. CH 2000
World Broadcasting System CH 1518A
TRADE ASSOCIATIONS
RAB CH
TIO " CH 1223A
TvB CH 1906
mmmmmeamBBBBKH^M
BROADCAST CLEARING HOUSE ,„„
J
72 • 22 CONVENTION SPECIAL
SPONSOR • 2 APRIL 1962
The place: CBS Films' hospitality center at the Conrad Hilton (Suite 2306 A), NAB
Convention headquarters for "...the best film programs for all stations." The time:
anytime, April l-4.We'll be delighted to see you. Don't bother to knock. Just come on in!
SPONSOR • 2 APRIL 1962
CONVENTION SPECIAL 23
73
RESEARCH-PROMOTION
IRB CB 900
Belter Broadcast Bureau R(]
Community Club Congress
A. C. Nielsen CH 1000
Pulse CH 2320
FILM
IBC Films . CH 231916
CBS Films CH 2306A-11A
Flamingo Telefilm Sales .. SB
ITC . Drake
King Features CH
MCA-TV Ltd. CH 2400
MGM-TV CH 2406
NBC Films Drake
NT A CH 1300
Official Films EH 3011
Screen Gems . CH 2500
Seven Arts- CH 800
Television Affiliates Corp. _ CH 700
Trans-Lux Television Corp. CH 700
Twentieth Century-Fox TV EH 2404
ZW -United Artists CH 1900
EQUIPMENT
Alto Fonic Tape Service CH 7 35 A
Ampex Corp. CH 505 A
iutomatic Tape Control CH 1724
Cellomatic, div., Screen Gems CH 2500
Continental Electronics Mfg. CH 1035 A
Dresser-fdeco Co. CH 823
Electronics Applications CH 1539
(kites Radio CH 1924
General Electric ( H 1500
General Electronic Laboratories .. CH 17 34 A
International Good Music . CH 835 A
IT A Electronics CH 17 23 A
Itek Electro-Products CH 1539 A
Johnson Electronics CH 2239 A
Kline Iron & Steel .. CH 1339
MaCarTa CH 935A
Magne-Tronics CH2119A
McMartin Industries CH 2119
Radio Corp. of America CH 605 A
Schafer Electronics .. CH 1023
Stainless Inc. CH 1506
Standard Electronics Div.,
Reeves Instr. CH 2419
Surrounding Sound CH 11 19 A
Sarkes Tarzian CH 1319 A
Telescreen CH 1319
Television Zoomar CH 923
Utility Tower .. CH 2419 A
Video House.. CH 2239
Visual Electronics CH 1200
Vitro Electronics Div., Vitro Corp. CH 15354
OTHER
(Including late entries)
Broadcast Clearing House EH 2811
Broadcast Billing CH 17064
Burnett, Leo, & Co. CH
Bob Dore Assocs. .. CH
Standard Rate & Data Svce. CH 1706 i
United Press Movietone CH 600
Walker-Rawalt CH
BROADCAST CLEARING HOUSE
74 • 21 CONVENTION SPECIAL
SPONSOR • 2 APRIL 1962,
CHICAGO DIRECTORY
Agencies & Media Buyers
Aubrey, Finlay, Marley & Hodgson, 1 E. Wacker 329-1600
Dixon L. Harper, v.p., farm r/tv dir.; Bob Parker, assoc. farm r/tv
dir.; Joan Lindell, timebuyer
N. W. Ayer & Son, 135 S. LaSalle AN 3-7111
BBDO, 919 N. Michigan SU 7-9200
Karl Sutphin, media dir.; Russ Tolg, r/tv dir.; Cora Hawkinson, James
W. North, media buyers
Walter F. Bennett, 20 N. Wacker FR 2-1131
Benton & Bowles, 20 N. Wacker 782-2891
Bozell & Jacobs, 205 N. LaSalle CE 6-0870
Philip Rouda, v.p., r/tv; Glorya Bakken, timebuyer
Buchen Advertising, 400 W. Madison RA 6-9305
Howard Rose, v.p., media dir.; John Cole, r/tv dir.; Lee Carlson,
Burnadette Milan, Donald O'Toole, timebuyers
Leo Burnett, Prudential Plaza CE 6-5959
Thomas A. Wright, Jr., v.p., media; Harold G. Tillson, manager media;
Dr. Seymour Banks, v.p., media research; Ron Kaatz, mgr. media &
pgm anal.; J. Hall, G. Stanton, G. Pfleger, B. Oberholtzer, D. Coons,
D. Arnold, supervisors; D. Seidel, M. Saxon, D. Carlson, D. Amos, K.
Eddy, R. French, B. Harmon, B. Eckert, assoc. supervisors; V. Auty,
E. Beatty, C. Wilcox, M. White, S. Wilson, G. Miller, M. Ruxton, J.
Kacmarek, C. Lehwald, F. Maeding, W. Parma, J. Calvin, D. Mincheff,
M. Kennerly, D. Switzer, L. Bumba, J. Kelly, R. Taylor, B. Cherkezian,
J. Riley, P. Mazzone, D. Lauve, M. Miles, J. Stafford, timebuyers
Campbell-Ewald, 230 N. Michigan CE 6-1946
Campbell-Mithun, 913 Palmolive Bldg DE 7-7553
Clayton H. Rossland, media dir.; Robt. Thompson, asst. media dir.;
Mary Petr, Dwight S. Reynolds, Katherine Thulin, Harvey Mann, Joyce
Edelstein, Edwin Berg, media buyers
Compton Advertising, 141 W. Jackson 427-4262
Clifford Bolgard, Andrew Zeis, media dirs.; Robert Penninger, media
supvr.; Edith Hansen, Cecelia Odziomek, Pat Brower, Almeda Wilbor,
timebuyers
D'Arcy Advertising, Prudential Plaza WH 3-3600
William R. Barker, media dir.; Tom Henry, broadcast dir.; Melba
Bayard, media acct. supvr.; Gordon Gredell, Ed Theobald, Ted Gio-
van, timebuyers
W. B. Doner, 35 E. Wacker AN 3-7800
Doremus, 208 S. LaSalle CE 6-9132
Doyle Dane Bernbach, 20 N. Wacker Fl 6-8860
Erwin Wasey, Ruthrauff & Ryan,
360 N. Michigan Fl 6-1833
Fensholt Advg., 17 E. Erie MO 4-8355
M. M. Fisher Assocs., 79 W. Monroe CE 6-6226
Donna Stuart, head timebuyer
Foote, Cone & Belding, 155 E. Superior SU 7-4800
Edward M. Stern, v.p., media dir.; Robert E. Ryan, mgr.; Genevieve
Lemper, chief timebuyer,- Patricia Chambers, Gwen Dargel, Dorothy
Fromherz, Rita Hart, Vera Taboloff, Jim Kennedy, timebuyers
Albert Frank-Guenther Law, 1 N. LaSalle DE 2-6424
Clinton E. Frank, 2400 Merchandise Mart WH 4-5900
A. S. Trude, Jr., v.p., media dir.; Ruth Babick Lewis, timebuying
supvr.; Patricia Burke, Mary Alice Crisafulli, Paul Hanson, Kay Krue-
ger, asst. timebuyers
Fuller & Smith & Ross, Wrigley Bldg 467-6800
S. A. Allen, media dir.; Maureen Geimer, Mildred Richardson
Garfield-Linn Co., 333 N. Michigan Fl 6-8686
Elizabeth Abt, media dir.
Geyer, Morey, Madden & Ballard,
645 N. Michigan MO 4-8400
Richard C. Art, media dir.; Lloyd Burlingham, r/tv dir.
Gourfain-Loeff, 35 E. Wacker ST 2-0616
Grant Advertising, 919 N. Michigan SU 7-6500
Reginald L. Dellow, v.p., media dir.
Grant, Schwenck & Baker, 520 N. Michigan 467-1033
Guenther-Bradford & Co., 230 N. Michigan AN 3-6651
Robert E. Johnson, r/tv dir.
George H. Hartman Co., 307 N. Michigan AN 3-0130
Leonard Kay, media dir.
Henri, Hurst & McDonald, 919 N. Michigan WH 3-7400
Lee Randon, dir., audio-visual
Hill, Rogers, Mason & Scott, 6 N. Michigan AN 3-3138
George Kleitz, media dir.; Fred McCormack, asst. media dir.; Marian
Manzer, media group supvr.
Kenyon & Eckhardt, 221 N. LaSalle Fl 6-4020
Richard Trea, media dir.; Joan Blackman, Barbara Maguson
Keyes, Madden & Jones, 919 N. Michigan WH 3-2133
Merle Meyers, Virginia Russett
Klau-Van Pietersom-Dunlap, 520 N. Michigan 644-3061
Chas. J. Nesbitt, v.p.
Lilienfeld & Co., 121 W. Wacker AN 3-7667
James K. Jurgensen, Lorry Huffman
W. E. Long, 188 W. Randolph RA 6-4606
Ludgin, Earle & Co., 121 W. Wacker AN 3-1888
Earl Kraft, media head; Esther Anderson, timebuyer
MacFarland, Aveyard & Co., 333 N. Michigan ...:RA 6-9360
Gordon Hendry, media dir.; Paul Allen, assoc. dir.; Norman K. Carrier,
timebuyer
Marsteller, 185 N. Wabash FR 2-5212
Elaine Kortas, media mgr.
Maxon, 919 N. Michigan WH 4-1676
McCann-Erickson, 318 S. Michigan WE 9-3700
John R. Mooney, media dir.; Ruth Leach, Dan McGrath, timebuyers
McCarty, 520 N. Michigan Ml 2-0300
Arthur Meyerhoff, 410 N. Michigan DE 7-7860
Francine Goldfine, supvr.; Evelyn Adell, Pat Gray, Donna Hanson, Ed-
mund Kasser, Tom Spasari, Carol Spring, timebuyers
Mohr & Eicoff, 155 E. Superior 644-7900
Elvin Eicoff, exec, v.p., media dir.
Needham, Louis & Brorby, Prudential Plaza ...WH 4-3400
Blair Vedder, Jr., v.p., media dir.; Everett M. Nelson, Robert K.
Powell, Gordon F. Buck, media supvrs.; Marianne Monahan, Mark S.
Oken, John Stetson, timebuyers
North Advertising, 2100 Merchandise Mart WH 4-5030
N. T. Garrabrant, v.p., media; Martin Ryan, asst. media dir.; Betty
Lavaty, media supvr.; Marge Flotron, Marianne Lixie, Sarah Hoyer,
media buyers
OB&M, 624 S. Michigan 922-0035
O'Grady-Andersen-Gray, 230 N. Michigan Fl 6-9133
S. Roth, media dir.
Olian & Bronner, 35 E. Wacker ST 2-3381
Kay Kennelly, media dir.
Post & Morr, 919 N. Michigan WH 3-2880
Dr. Ho Sheng Sun, media res. dir.; Helen Wood, r/tv media mgr.
Presba, Muench, Inc., 360 N. Michigan CE 6-7863
Reach, McClinton of III., Prudential Plaza SU 7-9722
Reincke, Meyer & Finn, 520 N. Michigan WH 4-7440
SPONSOR
2 april 1962
CONVENTION SPECIAL 25
75
THE BJG SPENDER MARKET
SALUTES THE HUNDREDS
OF UNSUNG
I
I
When do agency presidents fill hammocks? Bask in tr
Tilt mint juleps?
This only happens when they know their clients are gettii
complete market coverage . . . the kind of coverage offered
WSFA-TV.
How then do agency presidents know the client's message
is reaching the complete market?
The answer to this is easy if WSFA-TV is in the picture!
Agency presidents have proof . . . written proof . . . thai
WSFA-TV covers the entire market! Here are some exs
^^v^men^rroof ior^i<^^or^^ir^Wio^HiVBWe^^Hl
agency president. This is the kind of praising proof about
WSFA-TV that causes agency presidents to get sunburned.
"WSFA-TV without exception, has provided to Lee County
and many other central Alabama counties a level of program-
ming in public service and news not available from any other
station." Mr. John W. Dunlop, Auburn University, Auburn.
Alabama.
"WSFA-TV has consistently given the people of Montgomery
and surrounding areas the highest quality of television viewing
in all areas of programming; always employing the top caliber
of professional people, and operating in the interest of the pub-
lic during the seven years since its beginning." W. L. Radney,
Mayor of Alexander City, Alabama.
A resolution from a group of citizens in Geneva, Alabama:
"WSFA-TV has the best programming of any station that we
receive in this area."
WSFA-TV gives a healthy glow to any businessman, it's
not reserved for agency presidents . . . try it for yourself!
television
NBC^^-Montgomery, Alabama
Carter Hardwick, Managing Director
A STATION OF THE BROADCASTING COMPANY OF THE SOUTH
G. Richard Shafto, Executive Vice-President
All are represented by Peters, Griffin, Woodward, Inc.
4jjir \
76 • 26 CONVENTION SPECIAL
SPONSOR • 2 APRIL 1962
,\
\
\
I
i.%.
Wt
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ii;,
i
i
SPONSOR • 2 APRIL 1962
Number 3 in a series
CONVENTION SPECIAL 27 • 77
Fletcher Richards, Calkins & Holden,
400 N. Michigan 467-5970
Robertson Advertising, 108 N. State ST 2-0268
Shirley Waterloo, media dir.
Roche, Rickerd & Cleary, 135 S. LaSalle RA 6-9760
Frank Hakewill, v.p.. media; Kay Knight, dir., r/tv; Guy Dustman,
media buyer
Jack R. Scott, 740 N. Rush WH 4-6886
Ralph Trieger. media dir.
John W. Shaw, 200 E. Ohio MO 4-3300
George Wilcox, v.p., media dir.; June Kemper, Isabel McCauley.
Marie Lehan, media buyers
Tatham-Laird, 64 E. Jackson HA 7-3700
George Bolas. v.p., media dir.; John Singleton, asst. media dir.; Roy
Boyer, Tom Lauer. Jack Ragel. media supvrs.; Joan Dressel. Annette
Malpede, Mary Rodger, James Spero, George Stanton, James Warner.
media buyers
J. Walter Thompson, 410 N. Michigan MO 4-6700
John de Bevec. v.p., media dir.; A. G. Ensrud, E. K. Grady, David
Haughey, Lowell Helman, Robert Thurmond, assoc. media dirs.; Ed
Fitzgerald, r/tv mgr.; Harry Furlong, Sylvia Rut, Margaret Wellington,
Larry Claypool, John Harper, media buyers
Tobias, O'Neil & Gallay, 520 N. Michigan Ml 2-3360
Stephanie Seeder, media dir.
Turner Advertising, 216 E. Superior Ml 2-6426
Karl Vehe
United Advertising, 427 W. Randolph AN 3-4470
Wade Advertising, 20 N. Wacker Fl 6-2100
D. S. Williams, v.p., media dir.; J. G. Schroeder, assoc. media dir.;
R. A. Coolidge, media mgr.; Arvid M. Anderson, Leonard Materna.
Nancy Sweet, J. Haller, Fran Stoll, media buyers
Waldie & Briggs, 1 E. Wacker 329-1230
James H. Bolt, v.p.. media
E. H. Weiss, 360 N. Michigan CE 6-7252
Nathan Pinsof, v.p., media dir.; Phil Kaplan, Armella Selsor, Don
Lindstrom, Joan Mandel, Harry Pick, media buyers
Young & Rubicam, 1 E. Wacker 329-0750
Richard Anderson, dir., media rel.; Frank Grady, media mgr.; Marie
L. Fitzpatrick, Richard G. Stevens, senior buyers; Margaret M. Mc-
Grath. Robert Nimmo, Dorothy Jordan, timebuyers
Representatives
AM Radio Sales, 400 N. Michigan MO 4-6555
Advertising Time Sales, 360 N. Michigan 782-0313
Avery-Knodel, Prudential Plaza 467-6111
Hil F. Best, 205 W. Wacker ST 2-5096
John Blair, Blair Tv, 645 N. Michigan SU 7-2300
Blair Tv Assocs., 645 N. Michigan SU 7-2300
Boiling, 435 N. Michigan WH 3-2040
Broadcast Time Sales, 333 N. Michigan AN 3-1913
Burn-Smith, 307 N. Michigan CE 6-4437
CBS Spot Sales, 630 N. McClurg Ct WH 4-6000
Henry I. Christal, 333 N. Michigan CE 6-6357
Thomas F. Clark, 35 E. Wacker ST 2-8196
Continental Bdcstg., 75 E. Wacker Fl 6-8611
Continental Radio Sales, 228 N. LaSalle FR 2-2095
Donald Cooke, 205 W. Wacker ST 2-5096
The Deveney Organization, 360 N. Michigan ST 2-5282
Bob Dore Assocs., 360 N. Michigan DE 2-3614
Robt. E. Eastman, 333 N. Michigan Fl 6-7640
FM Unlimited, 5449 Augusta ES 7-7557
Forjoe, 35 E. Wacker 236-7858
Gill-Perna, 75 E. Wacker Fl 6-9393
H-R Representatives, 35 E. Wacker Fl 6-6440
Harrington, Righter & Parsons,
435 N. Michigan WH 4-0510
George P. Hollingbery, 307 N. Michigan DE 2-6060
George T. Hopewell, 205 W. Wacker ST 2-5096
Bernard Howard, 35 E. Wacker Fl 6-9227
Indie Sales, 205 W. Wacker ST 2-5096
Katz Agency, Prudential Plaza MO 4-7150
Robert S. Keller, 205 W. Wacker ST 2-5096
Jack Masla, 75 E. Wacker CE 6-7974
Daren F. McGavren, 35 E. Wacker FR 2-1370
Meeker, 333 N. Michigan CE 6-1742
Metro Broadcast Sales, 400 N. Michigan 346-7421
National Station Sales, 360 N. Michigan AN 3-0800
National Time Sales, 205 W. Wacker 346-7421
NBC Spot Sales, Merchandise Mart Plaza SU 7-8300
John E. Pearson, 333 N. Michigan ST 2-7494
Peters, Griffin, Woodward, Prudential Plaza FR 2-6373
Edward Petry. 400 N. Michigan WH 4-0011
Radio-TV Reps, 75 E. Wacker Fl. .6-0982
Paul H. Raymer, 435 N. Michigan SU 7-4473
RKO General, 435 N. Michigan 644-2470
Frederick W. Smith, 205 W. Wacker ST 2-5096
Spot Time Sales, 360 N. Michigan CE 6-6269
Stars National, 205 W. Wacker ST 2-5096
Storer Television Sales, 333 N. Michigan CE 6-9550
Television Advertising Reps, 400 N. Michigan. .WH 4-4567
Venard, Rintoul & McConnell, 35 E. Wacker ST 2-5260
Walker-Rawalt, 360 N. Michigan AN 3-5771
Grant Webb, 333 N. Michigan 236-5818
Weed, Weed Tv, 435 N. Michigan 467-7070
Adam Young, Young Tv, Prudential Plaza Ml 2-6190
Advertisers
Admiral Corp., 3800 W. Cortland SP 2-0100
Allied Radio Corp., 100 N. Western
Alberto Culver, 2525 W. Armitage,
Melrose Park ES 9-3700
American Bakeries, 919 N. Michigan WH 4-6100
American Dairy Assn., 20 N. Wacker ST 2-4916
American Oil Co., 910 S. Michigan 431-5111
Armour, 401 N. Wabash WH 3-3100
Bauer & Black, 309 W. Jackson WE 9-7100
Beatrice Foods, 120 S. LaSalle ST 2-3820
Bell & Howell, 7100 McCormick Rd.,
Lincolnwood AM 2-1600
Borg-Warner, 200 S. Michigan WA 2-7700
Bowman Dairy, 140 W. Ontario SU 7-6800
E. S. Brach & Sons, 4656 W. Kinzie
Brunswick Corp., 623 S. Wabash
Helene Curtis Industries, 4401 W. North 292-2121
Curtiss Candy, 3638 N. Broadway Bl 8-6300
Dad's Root Beer, 2800 N. Talman IN 3-4600
Derby Foods, 3327 W. 48th PI VI 7-4400
Ekco, 1949 N. Cicero BE 7-6000
Florsheim Shoes, 130 S. Canal FR 2-6666
Formfit Co., 400 S. Peoria
General Foods, 7123 W. 65th PO 7-7800
Gillette Labs, Merchandise Mart
Greyhound, 140 S. Dearborn Fl 6-7560
28 CONVENTION SPECIAL
SPONSOR
2 april 1962
Hoover, Merchandise Mart Plaza WH 3-1162
Hotpoint, 5600 W. Taylor MA 6-2000
Household Finance, Prudential Plaza WH 4-7174
Illinois Bell Tel., 212 W. Washington 727-9411
Intl. Harvester, 180 N. Michigan AN 3-4200
Intl. Minerals & Chemicals, Skokie, III YO 6-3000
Jays Foods, 825 E. 99th IN 8-8400
Kitchens of Sara Lee, 5353 N. Elston AV 2-3200
Kraft Foods, 500 N. Peshtigo Ct WH 4-7300
Libby, McNeill & Libby, 200 S. Michigan WA 2-4250
Mars, 2019 N. Oak Park ME 7-3000
Maybelline, 5900 N. Ridge LO 1-7900
Oscar Mayer, 1241 N. Sedgwick Ml 2-1200
Mogen David Wine Corp
John Morrell & Co., 208 S. LaSalle FR 2-1076
Motorola, 4545 W. Augusta SP 2-6500
Mystik Adhesive Products, 2635 N. Kildare SP 2-1600
O'Cedar, 2246 W. 49th LA 3-4700
Oliver Corp
Peter Hand Brewery, 1000 W. North MO 4-6300
Pure Oil, Roselle, III LA 9-7700
Quaker Oats, 345 Merchandise Mart Plaza WH 4-0600
Simoniz, 2100 S. Indiana DA 6-6700
Standard Oil of Ind., 910 S. Michigan 431-5111
Stewart-Warner, 1826 Diversey Pkwy LA 5-6000
Sunbeam, 5600 W. Roosevelt Rd ES 8-8000
Swift, 115 W. Jackson 431-2000
Toni, Merchandise Mart Plaza WH 4-1800
United Airlines, 5959 S. Cicero PO 7-3300
Wander Co., Prudential Plaza
Wilson, Prudential Plaza WH 4-4600
Wm. Wrigley, 410 N. Michigan SU 7-2121
Zenith, 6001 W. Dickens BE 7-7500
Networhs • Groups
American Broadcasting, 190 N. State AN 3-0800
Columbia Broadcasting, 630 N. McClurg Ct WH 4-6000
Crosley Broadcasting, 360 N. Michigan ST 2-6693
Keystone Broadcasting, 111 W. Washington ST 2-8900
Mutual Broadcasting, 333 N. Michigan 372-3946
National Brdcstg., Merchandise Mart Plaza....SU 7-8300
Film /Tape Commercials
Academy Film Prodns., 123 W. Chestnut Ml 2-5877
Gilbert Altschul Prodns., 909 W. Diversey LA 5-6561
Atlas Film, 1111 S. Blvd., Oak Park AU 7-8620
John Colburn Assocs., 1122 Central, Wilmette....BR 3-2310
Creative House, 41 E. Oak DE 7-0001
Dallas Jones Prodns., 430 W. Grant BO 1-8283
Cal Dunn Studios, 141 W. Ohio 644-7600
Filmack Studios, 1327 S. Wabash HA 7-4855
Jam Handy, 230 N. Michigan ST 2-6757
Lewis & Martin Films, 621 N. Dearborn WH 4-7477
Fred A. Niles Prodns., 1058 W. Washington SE 8-4181
Pilot Prodns., 1819 Ridge, Evanston BR 3-4141
Producers Film Studios, 1230 W. Washington....CH 3-2600
Sarra, 16 E. Ontario WH 4-5151
Sonic Film Recording, 1230 W. Washington CH 3-2600
Telecine Film Studios, 100 S. N. W. Hwy.,
Park Ridge RO 3-5818
United Film Recording, 301 E. Erie SU 7-9114
Wilding, 1345 Argyle BR 5-1200
Film/Tape Programs
ABC Films, 360 N. Michigan AN 3-0800
Adver-Sonic Prodns., 22 E. Huron Ml 2-4842
Agency Recording & Film Svce., 20 N. Wacker CE 6-3632
CBS Films, 630 N. McClurg Ct WH 4-6000
Alan M. Fishburn, 79 W. Monroe DE 2-0657
GAC-TV, 8 S. Michigan ST 2-6288
Jewell Radio & Tv Prodns., 612 N. Michigan... MO 4-5757
Herbert S. Laufman, 221 N. LaSalle RA 6-4086
Allan Newman Prodns., 30 W. Washington CE 6-5005
NBC Film Sales, Merchandise Mart MO 4-6565
NTA, 612 N. Michigan Ml 2-5561
Ross-McElroy Prodns., 70 W. Hubbard DE 7-4133
Walter Schwimmer, 75 E. Wacker FR 2-4392
Screen Gems, 230 N. Michigan FR 2-3696
Taylor-Nodland Ltd., 75 E. Wacker CE 6-0221
Trans-Lux Tv, 520 N. Michigan SU 7-3995
United Artists Assocd., 520 N. Michigan 467-7050
WGN Syndication, 2501 Bradley PI LA 8-2311
Ziv-United Artists, 520 N. Michigan WH 4-1030
Film /Tape Services
Bonded TV Film Svces, 160 E. Illinois 467-1466
Modern Teleservice, 201 E. Erie DE 7-3761
Music/Radio Services
Agency Recording Studios, 20 N. Wacker CE 6-3632
Air Check Svces., 1743 W. Nelson LI 9-6225
Boulevard Recording Studios, 632 N. Dearborn WH 4-2752
Bry Kinescope Labs., 3518 W. Devon JU 3-1060
Columbia Transcriptions, 630 N. McClurg Ct. WH 4-6000
Creative Svces., 75 E. Wacker RA 6-5376
Globe Transcriptions, 230 N. Michigan RA 6-0126
Muzak, 5226 W. Grand NA 2-5200
Recording Svces., 119 W. Hubbard 644-0735
Sonic Film Recording, 1230 W. Washington CH 3-2600
United Film & Recording, 301 E. Erie SU 7-9114
Universal Recording, 46 E. Walton Ml 2-6465
Webb Recording, 55 W. Wacker Fl 6-4183
Wilding, 1345 Argyle BR 5-1200
Research • Promotion
Advertising Checking Bureau, 18 S. Michigan. ..ST 2-7874
Air Check Svces., 1743 W. Nelson LI 9-6225
American Research Bureau, 435 N. Michigan 467-5750
Cheskin, Louis Institute, 105 W. Adams 332-5362
Inst, for Adv. Research, 612 N. Michigan SU 7-2877
Market Research Corp. of Amer., 425 N. Mich. MO 4-4600
McKittrick Directory, 75 E. Wacker ST 2-8911
A. C. Nielsen, 2101 W. Howard HO 5-4400
Pulse, 435 N. Michigan SU 7-7140
Radio Reports, 1550 E. 53rd HY 3-3215
Social Research, 145 E. Ohio Ml 2-2664
Tv Bureau of Adv., 400 N. Michigan 644-1215
SPONSOR
2 april 1962
CONVENTION SPECIAL 29
79
How BMI-licensed Music is Used
in Regularly Scheduled TV Network
Programs and in Syndicated Film Series
51.1%
30.1%
18.8%
81.2%
or 90 out of All 176 Regular Network Productions
Use BMI-Licensed Music in Every Episode
or 53 out of All 176 Regular Network Productions
Use BMI-Licensed Music in Some Episodes
or 33 out of All 176 Regular Network Productions
Use No BMI-Licensed Music in Any Episode
or 143 out of All 176 Regular Network Productions j
Use BMI-Licensed Music in either All or Some Episodes
or 175 out of 302 Syndicated Film Series Telecast Locally
Use BMI-Licensed Music in Every Episode
58.0%
1 Q O 0/ or 55 out of 302 Syndicated Film Series Telecast Locally
lOifc #0 Use BMI-Licensed Music in Some Episodes
or 72 out of 302 Syndicated Film Series Telecast Locally
0 Use No BMI-Licensed Music in Any Episode
or 230 out of 302 Syndicated Film Series Telecast Locally
Use BMI-Licensed Music in either All or Some Episodes
23.8%
76.2%
ll of the top 15 Shows in the Nielsen Ratings
Use BMI-Licensed Music in Every Episode
Wagon Train 35.1%— NBC Dennis the Menace 28.5%— CBS ^ Garry Moore 26.6%— CBS
Bonanza 31.9%-NBC Ed Sullivan 27.7%-CBS ^Gunsmoke (10:00 PM) 26.4%-CBS
Hazel 29.6°o-NBC ^Candid Camera 27. 5%-CBS Dr Kildare 26.3%-NBC
^Andy Griffith 29.3%-CBS »^Perry Mason 27.2%-CBS ^Lassie 26.3%-CBS
i^Danny Thomas 28.8%-CBS j^Gunsmoke (10:30 PM) 27.1%-CBS Henry Fonda and Family (special) 26.2%-CBS
80 • 30 CONVENTION SPECIAL SPONSOR • 2 APRIL 1962
LISTED BELOW ARE ONLY THOSE REGULAR PROGRAMS
WHICH USE BMI-LICENSED MUSIC IN EVERY SHOW
CBS
Andy Griffith (weekly)
Brighter Day (daily)
Calendar (daily)
Candid Camera (weekly)
Captain Kangaroo (daily)
Checkmate (weekly)
Danny Thomas (weekly)
Defenders (weekly)
Dennis the Menace (weekly)
Dick Van Dyke (weekly)
Dobie Gil lis (weekly)
Father Knows Best (weekly)
Garry Moore (weekly)
Gertrude Berg Show (weekly)
Gunsmoke (weekly)
Have Gun, Will Travel
(weekly)
Hennesey (weekly)
Ichabod & Me (weekly)
I Love Lucy (daily)
I've Got a Secret (weekly)
Jack Benny (weekly)
Lassie (weekly)
Magic Land (weekly)
Marshall Dillon (weekly)
Mighty Mouse (weekly)
Mr. Ed (weekly)
Perry Mason (weekly)
Pete & Gladys (weekly)
Rawhide (weekly)
Route 66 (weekly)
Tell It to Groucho
This Wonderful World
of Golf (weekly)
To Tell the Truth (weekly)
What's My Line (weekly)
Window on Main Street
(weekly)
ABC
Adventures in Paradise
(weekly)
Alcoa Premier (weekly)
American Bandstand (daily)
Bachelor Father (weekly)
Bus Stop (weekly)
Calvin and the Colonel
(weekly)
Donna Reed (weekly)
Expedition (weekly)
Fight of the Week (weekly)
Flintstones (weekly)
Follow the Sun (weekly)
Hathaways (weekly)
Jane Wyman (daily)
Leave It to Beaver (weekly)
Margie (weekly)
Matty's Funday Funnies
(bi-weekly)
My Three Sons (weekly)
Naked City (weekly)
New Breed (weekly)
Ozzie and Harriet (weekly)
Real McCoys (weekly)
Straightaway (weekly)
Target: The Corruptors
(weekly)
Texan (daily)
Texan (weekly)
Top Cat (weekly)
Untouchables (weekly)
Yours for a Song (daily)
Yours for a Song (weekly)
NBC
All Star Golf (weekly)
Bullwinkle Show (weekly)
Cain's Hundred (weekly)
Concentration (daily)
David Brinkley's Journal
(weekly)
Dick Powell Show (weekly)
Dr. Kildare (weekly)
Fury (weekly)
Hazel (weekly)
Here's Hollywood (daily)
Joey Bishop (weekly)
Laramie (weekly)
Loretta Young Theatre (daily)
Make Room for Daddy
(weekly)
Make Room for Daddy
(daily)
1, 2, 3, GO (weekly)
Our Five Daughters (daily)
Outlaws (weekly)
Price Is Right (daily)
Price Is Right (weekly)
Say When (daily)
Tall Man (weekly)
Thriller (weekly)
Walt Disney's Wonderful
World of Color (weekly)
Young Dr. Malone (daily)
Your First Impression (daily)
SYNDICATED FILM SERIES TELECAST LOCALLY
Adventure Tomorrow
African Patrol
Americans
Aqua Lung
Bat Masterson
Beachcomber
Behind Closed Doors
Bengal Lancers
Best of Groucho
Best of the Post
Big S*ory
Blue Angels
Bold Journey
Bold Venture
Border Patrol
Boston Blackie
Brave Stallion
Brothers
Buccaneers
Californians
Cameo Theatre
Case of the Dangerous
Robin
Casey Jones
Charlie Chan
Cheaters
China Smith
Cimarron City
Circus Boy
Cisco Kid
City Detective
Code Three
Combat Sergeant
Commando Cody
Confidential File
Corliss Archer
Coronado 9
Count of Monte Cristo
Court of Last Resort
Cowboy G Men
Crossroads
Crunch and Des
Crusader
Dan Raven
Danger Is My Business
Danger Man
Dangerous Assignment
Davey and Goliath
Dayton Allen
Deadline
Debbie Drake
December Bride
Decoy
Deputy
Deputy Dawg
Dial 999
Dr. Christian
Duffy's Tavern
Eddie Cantor
Ellery Queen
Eve Arden
Everglades
Exclusive
Federal Men
Flight
Follow That Man
Frontier Doctor
Funny World
Gangbusters
Grand Jury
Great Gildersleeve
Greatest Headlines
Harbor Command
Hawkeye
High Road
Highway Patrol
Home Run Derby
How to Marry a
Millionaire
Huckleberry Hound
Hunter
I Led Three Lives
I Search for Adventure
I Spy
International Detective
Janet Dean, RN
Jet Jackson
Jim Backus
Joe Palooka
Judge Roy Bean
Jungle Jim
Keyhole
King of Diamonds
Kingdom of the Sea
Kit Carson
Klondike
Lock Up
Mackenzie's Raiders
Man and the Challenge
Man Called X
Man From Cochise
Man Without a Gun
Man Hunt
Mark Saber
Martin Kane
Men Into Space
Men of Annapolis
Milestones of the
Century
Mr. Adams and Eve
Mr. and Mrs. North
Mr. District Attorney
Navy Log
New York Confidential
Official Detective
One Step Beyond
Our Miss Brooks
Panic
Passport to Danger
Pendulum
People's Choice
Pony Express
Pride of the Family
Public Defender
Quick Draw McGraw
R C MP
Racket Squad
Ray Milland
Ripcord
Rough Riders
Science Fiction Theatre
Sea Hunt
Sergeant Preston
Seven League Boots
Shannon
Sheriff of Cochise
Silent Service
Sir Lancelot
Soldiers of Fortune
South of the Border
Squad Car
State Trooper
Stories of the Century
Supercar
Susie
Sweet Success
Tallahassee 7000
Target
Texas Rangers
This Is Aiice
This Man Dawson
Tightrope
Tombstone Territory
Tracer
Trackdown
True Adventure
Tugboat Annie
Two Faces West
U.S. Marshal
Uncommon Valor
Uncovered
Unexpected
Vagabond
Vikings
Visitor
Walter Winchell File
Wanderlust
Wanted
Web
West Point
Western Marshal
Whiplash
Whirlybirds
Willy
Wyatt Earp
Yancy Derringer
Yesterday's Newsreel
Yogi Bear
BROADCAST MUSIC, INC. 589 Fifth Ave., New York 17, N.Y.
2 april 1962
CONVENTION SPECIAL 31
AUTOMATION'S importance to broadcasters is underlined by many systems highlighted. Schafer Electronics display is typical
EQUIPMENT ON TAP FOR NAB '62
^ Advances in technical aids, basic for broadcasters, are in full NAB array.
Here's an up-to-the-minute convention rundown of who's exhibiting what, and where
West Exhibit Hall— Space 22-W
AITKEN COMMUNICATIONS
305 Harrison St.
Taft, Cal.
REPRESENTATIVE: Kenneth Aitken
PRODUCTS: The Auto Jockey system
of audio control using conventional and
or endless loop tape machines and the
automatic back-up cueing Seeburg
Changer. Silence in operation is with
the advance head sensing and cueing
system. New this year: the two tone,
reduced level control to eliminate false
action of the equipment
West Exhibit Hall— Space 20-W
ALFORD MANUFACTURING
299 Atlantic Ave.
Boston 10, Mass.
REPRESENTATIVES: Harold H.Leach:
Gerald Cohen
PRODUCTS: Television broadcast an-
tennas, fni broadcast antennas, di-
plexers, coaxial switches, vestigial side-
band filters, RF measuring instruments
West Exhibit Hall— Space 57-W
ALTO FONIC TAPE SERVICE
Palo Alto, Cal.
REPRESENTATIVES: D. Alan Clark,
president, Peter R. Cornell
PRODUCTS: Programed music service
for am and fm stations; monophonic
and stereophonic; background music
for SCA multiplexing
West Exhibit Hall— Space 53-W
AMERICAN MICROWAVE &
TELEVISION CORP.
1369 Industrial Rd.
San Carlos, Cal.
REPRESENTATIVES: F. Dan Meadows,
Winston B. Boone, Harvey C. Bartholo-
mew. Jr.. John Baker, Harry Bohmer,
Charles Jahant. Gale Willis. Roben
Bjork
PRODUCTS: Television studio equip-
ment, including Yidicon cameras, --pe-
dal high resolution film systems, tran-
sistorized switches, video amplifiers,
electronic Pan-Tilt-Zoom system
Microwave transmitters and receivers,
() and 13 K.MC: high power microwave
amplifiers for use with existing system!
Low: cost differential phase and gain
equalizer
West Exhibit Hall— Space 29-W
AMPEX CORP.
934 Charter St.
Redwood City, Cal.
REPRESENTATIVES: John Jipp. vidj
president, sales and service; C. Ken
Sulger, national sales manager; Charles
P. Gingsburg, v. p., mgr., rotary head
recording advanced technology; Charles
82
32 coxu x rioN special
SPONSOR
2 APRIL 1%2
E. Anderson, manager, video engineer-
ing; Larry Weiland. product manager,
video products; Gerald Miller, man-
ager, dealer/distrihutor/rep relations
PRODUCTS: Ampex VR-1000C video-
tape recorder with color conversion ac-
cessory; Ampex VR-1002 videotape re-
corder for black and white recording;
Ampex/Marconi Mark IV image orthi-
con television camera channel
West Exhibit Hall— Space 54-W
ANDREW CORP.
P.O. Box 807
Chicago 42, III.
REPRESENTATIVES: John Gyurko,
Douglas Proctor. C. Robert Lane. Rob-
ert C. Bickel, Henry F. Miller, John M.
Lenehan, Edward J. Dwyer
PRODUCTS: Multi-V, Fm broadcast
antennas, HELIAX, flexible air dielec-
tric cables, rigid transmission lines,
coaxial switches, telescoping masts
West Exhibit Hall— Space 65-W
AUTOMATED ELECTRONICS
3022 Southland Center
Dallas 1, Tex.
West Exhibit Hall— Space 26-W
AUTOMATIC TAPE CONTROL
Bloomington, III.
' REPRESENTATIVES: Vernon A. Nolle.
Robert S. Johnson, Lee Sharp, Ted
Bailey, Jack Jenkins, George Stephen-
son, Jr.. E. N. Franklin. Jr., Timothy
II. Ives
PRODUCTS: Automatic tape control
cartridge playback units and recording
i amplifiers; ATC 55 cartridge player;
ATC sound salesman, portable audition
cartridge player; automatic program
logging printed tape log verification
West Exhibit Hall— Space 43-W
BAUER ELECTRONICS CORP.
1663 Industrial Rd.
San Carlos, Cal.
REPRESENTATIVES: Fritz Bauer, Paul
Gregg, Walter Rees, Wm. Overhauser,
Jim Gabbert. Lyle Keys, Jess Swice-
good. Chester Faison, Gordon Keyworth.
Jess Tatum, John Felthouse
PRODUCTS: 1000/250 watt. 5000/1000
watt. 10,000 watt am transmitters; re-
mote control equipment; Peak Master
limiting amplifier; Level Master auto-
matic level control amplifier: automatic
logging equipment; Spot-O-Matic car-
tridge tape system
West Exhibit Hall— Space 23-W
BOGEN-PRESTO DIV. OF THE
SIEGLER CORP.
P.O. Box 500
Paramus, N. J.
East Exhibit Hall— Space 14-E
BROADCAST ELECTRONICS
8800 Brookeville Rd.
Silver Spring, Md.
West Exhibit Hall— Space 64-W
CBS LABORATORIES
High Ridge Rd.
Stamford, Conn.
Conrad Hilton Parking Lot
CELLOMATIC DIV.
SCREEN GEMS
711 Fifth Ave.
New York
REPRESENTATIVES: Milton Rogin,
general mgr.; Tom Howell, exec. v. p.;
Jack Arbib, national sales dir.
PRODUCTS: Cellomatic Fetura, first
fully automated animation projector;
allied Graphic Arts
West Exhibit Hall— Space 27-W
CENTURY LIGHTING
521 West 43rd St.
New York 36, N. Y.
REPRESENTATIVES: Edward F. Kook.
George Gill, Charles Levy, Rollo Gil-
lespie Williams, Bill Merrill, Fred M.
Wolff. Stanley McCandless, Earnest
Winfree. Jr.. Earl Koehler, Gary Roof,
Wm. Faust, Dale Rhodes. Warren
Anderson, Gordon Stofer
PRODUCTS: Tv & photographic light-
ing equipment, controls and systems to
meet every staging need; Fresnelites,
Lekolites, Scoops, Pattern Lekos and
accessories; C-Core (silicone controlled
rectifiers) remote control and manual
lighting control equipment
West Exhibit Hall— Space 56-W
CHRONO-LOG CORP.
Box 4587
Phila. 31, Pa.
REPRESENTATIVES: Saul Meyer,
Arthur Freilich, James Nobles, Bill
Butler
PRODUCTS: STEP System for tv pro-
gram automation: low cost station
break automation system for tv stations
"Q" system for studio cueing
West Exhibit Hall— Space 57-W
CLARK-ROOT
211 Lambert St.
Palo Alto, Cal.
REPRESENTATIVES: Thatcher W.
Root, president: B. J. Root, secretary;
Don W. Clark, vice president and man-
ager of marketing; Cyril Collins, engi-
neering administration; D. Alan Clark,
vice president
PRODUCTS: Automatic tape program-
ing system, long playing automatic tape
transports
West Exhibit Hall— Space 18-W
COLLINS RADIO
5200 C Ave., N.E.
Cedar Rapids, Iowa
PRODUCTS: 830D-1A 1 kw fm trans-
mitter; 830E-1A 5 kw fm transmitter;
20V-3 am transmitter; A830-2 exciter;
212H-1 remote amplifier; 356H-1 phono
equalizer preamp; 808A-1 remote cm-
sole; 212E-1 console, modified for
stereo; 212G-1 console; 212F-2 console;
642A-1 and 216C-1 automatic program-
ing equipment
East Exhibit Hall— Space 7-E
CONRAC DIVISION
Giannini Controls Corp.
19217 East Foothill Blvd.
Glendora, Cal.
REPRESENTATIVES: W. J. Moreland,
general manager; R. M. Alston, opera-
tions manager; J. G. Jones, chief engi-
neer; R. N. Vendeland. product man-
ager; A. Slater, sales engineer; P.
Wickham, engineer; William Ems, en-
gineer
PRODUCTS: Monochrome video moni-
tors and audio video receivers
West Exhibit Hall— Space 32-W
CONTINENTAL MANUFACTURING
(See listing McMartin Industries)
West Exhibit Hall— Space 47-W
DYNAIR ELECTRONICS
7564 Broadway
Lemon Grove, Cal.
REPRESENTATIVES: E. G. Gramman,
president ; Virginia R. Gramman. vice
president: George W. Bates, production
manager; Joseph G. Petit, chief engi-
neer
PRODUCTS: Several new models of
solid state video amplifiers; new closed
circuit tv transmitter: new wideband
modulator and demodulator; video
--witcher-fader and video switchers;
ultra compact 100 watt tv transmitter;
compact waveform monitor
West Exhibit Hall— Space 19-W
ELECTRONIC APPLICATIONS
80 Danh.iry Rd.
Wilton, Conn.
REPRESENTATIVES: V. J. Skee. T. M.
Skee. Andrew Brakhan. J. B. Anthony,
Harvey Sampson, Jr.
SPONSOR
2 april 1962
CONVENTION SPECIAL 33
83
BRYANT 9-4723
H Y FIN KELSTEI N
|©<S©
//
AD COMPANY
Dlie "Wide Pen and OtLr ProJucti
SHERATON ATLANTIC HOTEL
1296 BROADWAY • NEW YORK 1 , N. Y.
In order to be of greater service
to you, I have expanded my business and
can now provide you with any and all
promotional items that you may want for
your station.
MIKE
PENS!
MIKE
LIGHTERS!
Look for me at the Conrad Hilton or
Sheraton-Blackstone Hotels during the NAB
Convention in Chicago, April ±-h , 1962.
Sincerely ,
LOGO AD COMPANY
Hy Finkelstein
READ THESE RAVES!
". . 'Mike' pens— terrific for all our stations. . . ."
—Bill Morgan, KLIF Dallas
". . . thank you for helping us create a true success
story for KNX Radio. The impression that the KNX
pens have made in Los Angeles is tremendous. . .
—KNX Los Angeles. Calif.
". . . the 'Mike' pens have arrived and they really
are great. . . — WEAS Atlanta. Ga.
". . . 'Mike' pens — the best promotion we ever
had. . . ." — WXYZ Detroit
". . . excellent promotional pieces. . . ."
— KXLY Spokane. Wash.
". . . our clients and listeners have been delighted
with them. . . ." — WRDW Augusta, Ga.
". . . the hottest promotion item the station has ever
had. . . ." — KWAM Memphis, Tenn.
". . . the finest quality I have ever seen . . ."
— KTCS Fort Smith. Ark
"... I think you have another winner. . . . Everyone
comments on them and the quality of your pens is
outstanding. . . — WGR Buffalo, N. Y.
". . . very attractive and very effective . . ."
— WJTN Jamestown, N. Y.
AND DOZENS MORE LIKE THESE IN OUR FILES
84
34 CONVENTION SPECIAL
SPONSOR
2 APRIL 1962
UNLOCK A BRAND-NEW
I SALES APPROACH . . .
YOUR CALL-LETTERS & SPOT ONTHE-DIAL
ON THE INDIVIDUAL CAR KEY!
NOW
NEW
YOUR KEY
tc JehJatfahai
Sales
promotion!
• CAN BE CUT TO FIT
YOUR CAR— WHEREVER
KEYS ARE MADE
• 18K GOLD-PLATED OR
ANTIQUE SILVER FINISH
• ATTRACTIVELY PACKAGED
• RECIPROCAL TRADE
CONSIDERED
Conversation maker DELUXE . . . and it lasts as long as the car! Give
the smart, new MIKE-KEY with your call letters and spot on the dial,
in striking three-Dimensions. Each key is masterfully hand-finished by
skilled jewelry craftsmen, in your choice of 18K Gold Plating or Antique
Silver — individually and attractively packaged and properly identified
for all makes of cars.
Your order of 1,000 contains a
proportionate amount of Keys to
fit General Motors, Ford and
Chrysler products. MIKE-KEYS
come apart to hold additional
keys as well.
Wire or write for complete details. Or, call collect NOW.
Ask for Hy Finkelstein — 212, BRyant 9-4725.
IcxSO
•■■ sin
AD COMPANY
SIILUATON ATLANTIC HOTEL
1296 BROADWAY • NEW YORK 1 , N. Y.
Another fine product by the creators of famous "MIKE" Pens & Lighters
SPEML SAMPLE OFFER
ir s* Tke" Keys, custom-made to
Splay your own logos (your a.t-
^Prompt 2-week delivery.
$18
•■EH?~-
AD COMPANY
S1IEUATON ATLANTIC IIOTi:i
1296 BROAD*
■ NEW YORK
Please ship six Mike Keys on your Special Sample Offer
Zone.
State.
Check enclosed, ship prepaid □ Bill my station
Our artwork enclosed Use your block letters
□ I am also interested in Reciprocal Trade. Send full details.
SPONSOR
2 april 1962
CONVENTION SPECIAL 35
PRODUCTS: AKG studio and field
microphones; MCG dynamic headset;
shock-proof microphone stands; Nagra
III B portable tape recorder
West Exhibit Hall— Space 50-W
ELECTRONICS, MISSILES &
COMMUNICATIONS
262 East Third St.
Mount Vernon, N. Y.
REPRESENTATIVES: Robert F. Ro-
mero. Henry Shapiro, B. W. St. Clair.
Charles Halle
PRODUCTS: Yhf translators; uhf
translators for all television rebroad-
casl applications
West Exhibit Hall— Space 49-W
EMI/US
1750 N. Vine St.
Los Angeles 28, Cal.
REPRESENTATIVES: P. Allaway, D.
C. Bonbright, A. B. Rozet, J. Csida,
J. Tucker. M. Ellison, F. J. Cudlipp.
J. Neitlich, I). Muller, D. E. Waitley,
P. Macfarlane, F. Baker. G. Krutilek,
R. Striker. H. McKeon, P. Weisel,
A. Lane, E. D. Peterson, D. Brister,
R. Booth. P. Upton
PRODUCTS: Monochrome and color
television camera chains (4%" I.O..
vidicon, remote control, etc.) ; broad-
cast control room equipment (solid-
state vertical interval switching and
distribution systems, transistorized
audio mixing, tape deck and intercom-
munication equipment, audio and video
recording tape)
West Exhibit Hall— Space 40-W
FEDERAL MANUFACTURING &
ENGINEERING CORP.
TELEVISION SPECIALTY CO. DIV.
1055 Stewart Ave.
Garden City, L.I., N. Y.
REPRESENTATIVES: George R. Lip-
pert, vice president : Lawrence D.
Scheu, Jr., district sales manager;
Dean Peck, district sales manager;
Gerald Granger; Irving Zimet
PRODUCTS: Kinescope recorders,
wireless microphones, rear screen pro-
jectors & screens, transistorized 16mm
S-O-F newsreel cameras with portable
power pack, transistorized mixer-am-
plifiers, lenses
West Exhibit Hall— Space 58-W
FISHER RADIO CORP.
21-21 44th Dr.
Long Island City, N. Y.
REPRESENTATIVES: Avery R. Fisher,
Jim J. Carroll, George Meyer. Ted
Felleisen. Chris Green
PRODUCTS: Monitor and relay fm
tuners, audio reverberation systems,
audio amplifiers and preamplifiers, au-
dio control and loudspeakers, tape re-
corders, fm stereo multiplex generator
West Exhibit Hall— Space 31-W
GATES RADIO
123 Hampshire St.
Quincy, III.
REPRESENTATIVES: P. S. Gates,
president; L. J. Cervone. vp sales;
N. L. Jochem, vp engineering; J. R.
Price, director, merchandising and ad-
vertising; George Yazell, western re-
gional sales manager: Eugene Ed-
wards, sales engineering manager; Ed
Gagnon, manager special projects;
Frank Parrish, advertising supervisor;
Norman Peterson, manager audio sales;
Franz Cherny, manager transmitter
sales; Robert Hallenbeck. Reck Mor-
gan, Dick Spruill, Bill Moats. Urlin
Whitman. Joe Fngle, Ken Neubrecht,
Stan Whitman. London England. Bill
Nielsen. Ed Wilder, Bob Tilton, Paul
Timpe. Ed Suhey, sales engineers
PRODUCTS: Am-fm-tv broadcast trans-
mitters, audio systems, transistorized
amplifiers, transcription turntables,
spot tape recorders, cartridge tape sys-
tems, remote amplifiers, remote control
systems, frequency and modulation
monitors, limiting and leveling ampli-
fiers, plus other representative broad-
cast equipment.
East Exhibit Hall— Space 9-E
GENERAL ELECTRIC
Defense Electronics Div.
Technical Products Operation
Electronics Park
Syracuse, N. Y.
REPRESENTATIVES: Dr. George L.
Haller, vice president and general man-
ager— Defense Electronics Div.; Tech-
nical Products Operation: R. L. Cassel-
berry, general manager; H. E. Smith,
manager marketing; Harold B. Towl-
son, manager, engineering; J. Wall,
manager sales, broadcast equipment;-
C. J. Simon, manager, market develop-
ment; A. F. Carl, manager, manufac-
turing; M. R. Duncan, manager, cus-
tomer services; Francis L. Robinson,
legal counsel
PRODUCTS: 35 kw. vhf, high channel
tv amplifier. 5-1 kw, vhf, high channel tv
transmitter. Full sized section of vhf and
microwave helical antennas, portable
and rack mounted 2000 mc relay, new
microwave repeater, (3) 1-0 color cam-
era, new 3" I-O, b&w camera, new
4V2" I-O, b&w camera, special live
vidicon camera, film vidicon camera,
li\\\ continuous motion film projector,
film center multiplexer, b&w calibra-
tion monitor, complete line tv utility
monitors, relay switching system, tran-
sistorized sync generator, audio con-
sole— transistorized, remote audio am-
plifier-transistorized, complete line of
audio equipment, new educational tv
studio package
West Exhibit Hall— Space 60-W
GENERAL ELECTRONIC
LABORATORIES
18 Ames St.
Cambridge 42, Mass.
REPRESENTATIVES: Sal Fulchino.
Phil Hayden. Bill Dunbar, Bob Leed-
ham. Jack Lankford. Charlie Chrismon,
John Felthouse
PRODUCTS: Fm transmitters: 1 kw.
5 kw, 15 kw, 30 kw; stereo generators,
SCA generators, fm SCA relay receiver,
rust remote control equipment
East Exhibit Hall— Space 12-E
GPL DIVISION— GENERAL
PRECISION
63 Bedford Rd.
Pleasantville, N. Y.
REPRESENTATIVES: \. M. Marshall,
A. G. Balletta, L. L. Pourciau, \. K.
Brundage, \. J. Smith
PRODUCTS: Model PA-550 high reso->
lution vidicon film chain, model PA-200
35mm telecast projectors, studio & re-
mote vidicon camera chains, video re-
corders, sync generators, video switches,
video & pulse distribution amplifiers,
wideband STL microwave systems
West Exhibit Hall— Space 30-W
INTERNATIONAL BUSINESS
MACHINES CORP.
590 Madison Ave.
New York 22, N. Y.
REPRESENTATIVES: I. D. Robertson
P. Willis, F. Morgan, E. Klis
PRODUCTS: Data processing equip
ment. demonstrating automatic pro-
gram logging, billing, availabilities aOl
analysis
West Exhibit Hall— Space 39-W
INTERNATIONAL GOOD MUSIC
1610 Home Rd.
P.O. Box 943
Bellingham, Wash.
REPRESENTATIVES: Rogan Jones
John I). Tuttle, Harry Patterson. Wil
86 • 36 CONVENTION SPECIAL
SPONSOR
2 APRIL 196$
_
liam Evans, Irving Law, Hamilton
Brosious, Danny Coulthurst
PRODUCTS: IGM Simplimation (auto-
mation equipment), programing. Heri-
tage Representatives
West Exhibit Hall— Space 42-W
ITA ELECTRONICS CORP.
130 E. Baltimore Ave.
Lansdowne, Pa.
REPRESENTATIVES: Bernard Wise,
president; Henry E. Rhea, assistant to
president: Allan S. Timms, eastern
regional manager; R. Paul Comstock,
Jr., western regional manager; Joseph
Novik. manager; Rohert Ware, Tom
Magowan. John P. Burke, Chester Sie-
grist. Tom Fleet, Ted Overbey, Lewis
Denes, Robert L. Weeks. Linton D. Har-
greaves, James Baker, product man-
ager; Joseph Roberts. Juan Chia-
brando, Merrill Lamont, William Spry.
I'liillip Sam, Paul Sam, Robert Jordan,
Stanley Friedman
PRODUCTS: Fm broadcast transmit-
ters, fm multiplex equipment, am
broadcast transmitters, consoles, audio
equipment, automation equipment, re-
mote control equipment, cartridge
equipment, uhf-tv transmitters, acces-
sories
West Exhibit Hall— Space 37-W
ITEK ELECTRO-PRODUCTS
75 Cambridge Parkway
Cambridge 42, Mass.
REPRESENTATIVES: Samuel Card,
William Stern, Peter Dudeney, Cleo
Betts, Carlton Davis. Hugh Ware, John
Hardy
PRODUCTS: Itek wireless microphone
system, a new high-quality unit ex-
pressly designed for tv broadcasting, in
<tudio and out. Features high power,
>xceptional fidelity, diversity reception
ind a complete line of accessories
West Exhibit Hall— Space 36-W
JAMPRO ANTENNA
7500— 14th Ave.
Sacramento 20, Cal.
REPRESENTATIVES: Peter Onnigian,
general manager; Larry Seese, field
•ervice engineer; Taro Yodokawa. pro-
luction manager
PRODUCTS: For tv: omni-directional
ransmitting antennas for channels 2-13,
nth power ratings of 12 and 50 kw.
v diplexers. single line notch diplex-
•rs and harmonic filters, two kmc
microwave parabolic antennas, coaxial
ransmission line and fittings, vhf
iranslator antennas
1 For fm: high power uhf tv standby
antennas; high gain, wide band fm
antennas designed for fm stereo broad-
casting; complete line, up to 20 bays,
vertically polarized as well as conven-
tional types, directional fm antennas;
fm diplexers and multiplexers; high
attenuation, high power fm harmonic
filters; co-axial transmission line and
fittings
West Exhibit Hall— Space 62-W
JOHNSON ELECTRONICS
62 South Highway 17-92
Box 17
Casselberry, Fla.
REPRESENTATIVES: Eugene S. John-
son, Eugene C. Johnson, Clyde Red-
wine. R. L. Weber
PRODUCTS: Transistorized amplifiers,
tuners, receivers, combinations and PA
podium
East Exhibit Hall— Space 1-E
KLIEGL BROS.
321 West 50th St.
New York 19, N. Y.
REPRESENTATIVES: Herbert R.
More. mgr. television dept. ; Wm. Mor-
ris, Lawrence Schaefer, Alwin Lassiter
PRODUCTS: Kliegl Bros, manufactures
a complete line of tv lighting fixtures,
accessories, wiring devices and lighting
selection and control equipment for
monochrome and color telecasting. The
new and revolutionary SCR semi-con-
ductor dimmer using the silicon con-
trolled rectifier will be featured. Assist-
ance in the planning of lighting and
associated facilities is available
West Exhibit Hall— Space 59-W
MACARTA
4021 Fleur Drive
Des Moines 15, Iowa
REPRESENTATIVES: G. D. Andrews,
president ; P. H. Vernon, vice-presi-
dent ; Gren Andrews, Lynn Kruger.
L. R. (Doc) Lemon, W. F. Muller, Del
Blomstrom, William E. Moulic, Robert
J. Moulic, Edison Moulic. John Bur-
meister, Roy Grubel
PRODUCTS: Automatic magnetic tape
cartridge recording and playback
equipment; automatic tape magazine
reconditioning and reloading
West Exhibit Hall— Space 35-W
MAGNE-TRONICS
49 West 45th St.
New York 36, N. Y.
REPRESENTATIVES: Thomas L.
Clarke, Jr.. president: Joseph F. Hards,
vice president ; Alfred J. Kendrick,
sales manager
PRODUCTS: Magne-Tronics automated
taped radio-music program service,
automated equipment, motivational
background music service for fm multi-
plexing and/or wired line transmission
West Exhibit Hall— Space 32-W
McMARTIN INDUSTRIES
(formerly Continental Mfg., Inc.)
1612 California St.
Omaha, Neb.
REPRESENTATIVES: Ray B. McMar-
tin. president; Leonard E. Hedlund,
chief engineer; Ray M. Unrath, prod-
uct and sales promotion mgr; Duane
Haverty, Kansas City sales representa-
tive; Tom Ellis, Chicago sales repre-
sentative; Rod Maddison, Canadian
sales representative; A. B. Clapp, Cana-
dian sales representative; Bill Keene,
Boston sales representative; A. W.
Greeson, North Carolina sales repre-
sentative; Joel Joseph, East Coast sales
representative; Ken Wyborny, Texas
sales representative; Jack Carter, West
Coast sales representative; W. J. Peck,
Seattle sales representative; Lyle O.
Keys, Salt Lake sales representative;
Clyde Heck, broadcast engineer (Oma-
ha office) ; Mike Schmitz. purchasing
agent (Omaha office)
PRODUCTS: Frequency monitors,
modulation monitors, SCA-multiplex
monitors, stereo monitors, RF ampli-
fiers, fm multiplex receivers (tubed
and/ or transistorized), fm stereo adapt-
ers, STL receivers, uhf-vhf communica-
tion receivers, audio PA amplifiers-
transistorized
West Exhibit Hall— Space 25-W
MINNESOTA MINING &
MANUFACTURING
Magnetic Products Division
900 Bush Ave.
St. Paul 6, Minn.
REPRESENTATIVES: W. H. Madden,
R .J. Ferderer, F. J. Watson. P. B. Van
Deventer, F. T. J. Madden, S. D. Smith,
D. E. Rushin, W. I. Herriott. D. E.
Denham
PRODUCTS: "Scotch" brand video
tape, audible range tapes and related
items
West Exhibit Hall— Space 55-W
MIRATEL ELECTRONICS
1st St., S.E. & Richardson
New Brighton, Minn.
REPRESENTATIVES: William S. Sad-
ler. B. J. Klindworth, N. C. Ritter,
Robert Willett. Wayne Mayer. Dan
Schulte, Pete Vogelgesang. Bob Hey-
denberg, H. T. McAdams
PRODUCTS: Television video monitors,
SPONSOR
2 april 1962
CONVENTION SPECIAL
8'
V
NEW for '62
Complete up-to-date
measurements of
STATION COVERAGE
film}-
STATIONAUDIENCES
All details available at
NAB Convention, Chicago
April 1 to 4,1962
Make Nielsen Suite 1000 at the Conrad Hilton
your headquarters for facts . . . food ... or fresh-up.
88 • 38 CONVENTION SPECIAL
SPONSOR • 2 APRIL 1965
NEW
For station coverage...
(each county)
... let us show you how Nielsen
Coverage Service '61 supplies answers about
radio and tv station coverage and
circulation . . . up-to-date authoritative facts,
county-by-county, on total homes . . .
tv homes . . . radio homes ... all based on
latest U.S. Census. And station coverages
(daily, weekly; daytime, nighttime) as
percentage levels and circulations of all
reportable stations in the 50 States.
NEW
For station audiences...
(each station)
... let us tell you about the new Nielsen
Station Index seasonal measurements just
released . . . reporting Metro- Area ratings,
Station Totals, detailed composition of
time-period audiences . . . for all measured tv
and radio stations. Ask for the details and
see for yourself why NSI is the accepted standard
of station audience measurement.
ielsen Coverage Service
Nielsen Station index
Services of the A. C. Nielsen Company
2101 Howard Street • Chicago 45, Illinois
NCS ond NSI are Registered Service Marks of A.C. Nielsen Company
SPONSOR
2 april 1962
CONVENTION SPECI-U. 39
89
conelrad equipment, audio operated re-
lays, program failure alarm, citizens
band transceivers, broadcast translators
West Exhibit Hall— Space 51-W
MOSELEY ASSOCIATES
4416 Hollister Ave.
P.O. Box 3182
Santa Barbara, Cal.
REPRESENTATIVES: Join. \. Mose-
ley. president: Howard M. Ilamin. Jr..
engineering manager
PRODUCTS: Radio remote control Bys-
terns, wire remote control system, SCA
subcarrier generator, fin stereo genera-
tor. 10 watt fm exciter
West Exhibit Hall— Spaces 44-W45-W
OZALID PRODUCTS
GENERAL ANILINE & FILM
Johnson City, N. Y.
REPRESENTATIVE: Richard Lyman.
national representative to broadcasting
industry
PRODUCTS: O/.alid duplicating equip-
ment and material- tor copy systems,
especially useful for special broadcast-
ing requirements such as availabilities-
control, order-invoicing, and traffic con-
trol: Vnsco professional film products
for broadcasting industry
East Exhibit Hall— Space 8-E
PROGRAMATIC BROADCASTING
SERVICE
229 Park Ave. So.
New York 3, N. Y.
REPRESENTATIVES: John Esau, Rob-
ert E. Fender. Gus Weber. J. W. Rob-
erts. Dave Bain
PRODUCTS: Automated radio equip-
ment and taped O-Vation music, a divi-
sion of Muzak Corporation
East Exhibit Hall— Space 5-E, 6-E
and 10-E
RADIO CORPORATION OF AMERICA
Broadcast & Communications Products Div.
Front & Cooper Sts.
Camden, N. J.
REPRESENTATIVES: C. H. Colledge,
vice president & general manager,
broadcast & communications products
division: A. F. Inglis, manager, CCTV
and recording products; J. P. Taylor,
manager, marketing administration;
E. C. Tracy, manager, broadcast equip-
ment marketing department; M. A.
Trainer, manager international opera-
tions liaison: V. E. Trouant, chief engi-
neer, broadcast and communications
product-: P. Bergquist, manager sales.
CCTV and recording products: J. C.as-
sidy. manager — merchandising closed
circuit; E. J. Dudley, administrator
90 • Id CONVENTION SPECIAL
pre>- relation-: P. V. Greenmeyer,
manager broadcast and closed circuit
advertising; I. L Grever, marketing
manager, electronic recording product-:
E. T. Griffith, manager, customer rela-
tions and sales services: J. E. Hill,
manager, northern field sales: E. Y
Luddy, manager, broadcasl transmitting
equipment merchandising; \. Miller,
manager film recording & t\ sy-tems
operations: R. J. Newman, manager
southern \ western field -ales: D. Pratt,
manager broadcast field sales; W. R.
\ arnum. manager studio equipment
merchandising: W. K. Charles, Bales
managei western district CCTV & re-
cording products; R. T. Kohler, sales
manager eastern district CCTV & re-
cording product-: \. \ anderDus-en.
sales manager, central district CCTV
& recording products
PRODUCTS: Monochrome and color
television equipment, uhf and vhf tele-
vision transmitters, am fm transmitters,
television tape equipment, audio equip-
ment, monitoring equipment and test
equipment for am. fm and tv stations.
Television mobile equipment, tv cam-
eras, control room equipment. Am, fm
and tv antenna systems, transmission
line, tower lighting and accessories.
Radio and tv station automation equip-
ment, microwave relay equipment
East Exhibit Hall— Space 18-E
RAYTHEON
Equipment Division
1415 Boston-Providence Tpke.
Norwood, Mass.
REPRESENTATIVES: George Hinkley.
Don Smith. Henry Geist. Robert Tingle.
Robert Keller. Hugh Bannon, Gene
Love, Phil Cass
PRODUCTS: KTR Microwave televi-
sion relay systems for intercity relay
remote pick-up or STL applications.
7,000 and 13.000 Mc portable and
rack-mounted for NTSC color and
simultaneous audio. TMA program
audio channel units for application to
existing system-. Microwave waveguide-
accessories, including antenna-, wave-
guide, diplexers, etc.
East Exhibit Hall— Space 17-E
SARKES TARZIAN
East Hillside Dr.
Bloomington, Ind.
REPRESENTATIVES: Biagio Presti,
manager: Russ Ide, marketing man-
ager; Nefl Cox, Jr., merchandising man-
ager; Wendell Fuller, manager — en-
gineering and production: Dale Buzan,
manager studio equipment engineer-
ing; John Guthrie, manager — test, field
service; Bill Tarr. Jack Roden, Morrell
Beavers, Nubar Donoyan. Dale Math]
eny, Dick Swan, Jesse Durbin. Dave
Link, Lou Hildinger, Charles Moore,
Joe I'liillippi. Nelson Alquist. Bob Mc-
Coy, Miles Blazek, Dave Shelley
PRODUCTS: Super studio vidicon cam-
era, super film vidicon camera system,
solid state vertical interval switchi
-\-lem. heterodyne microwave relay
-\-tem
West Exhibit Hall— Space 52-W
SCHAFER ELECTRONICS
235 South Third St.
Burbank, Cal.
REPRESENTATIVES: Paul C. SchafJ
James Harford. Dallas Barnard
PRODUCTS: Automatic programing
systems, automatic spotter, automatic
program preparation system, remote
control equipment
West Exhibit Hall— Space 63-W
SCULLY RECORDING
INSTRUMENTS
62 Walter St.
Bridgeport 8, Conn.
West Exhibit Hall— Space 48-W
THE SOUNDSCRIBER
6 Middletown Ave.
North Haven, Conn.
REPRESENTATIVES: Fred Biertuemfr
fel, R. A. Sander, J. Pavlisko
PRODUCTS: Reference recorders mag-
netic tape. 2 1 hours continuous time
identified
East Exhibit Hall— Space 15-E
STANDARD ELECTRONICS
Route 524 — Lakewood Rd.
Farmingdale, N. J.
REPRESENTATIVES: William J. La-
Hiff. Joseph M. Noll. Joseph Ewansky.
Michael Zullo, Jos. DeBragga. H. Dun-
can Peckham. Michael Sajor, Felix
Vecchia, Jim Filippo, Chester Faison,
Gordon Ross. Beecher Hayford. 1 vie
ke\-. lame- Tharpe. Teresa Carlson.
Mike Lombardi, M. Kraus, E. Biondo,
P. Collalto
PRODUCTS: Exhibiting -all new space
saving equipment; 250 watt fm tran-
mitter for stereo or multiplex; 5 k\\
fm transmitter for stereo or multiplex;
1 kw fm transmitter: fm Serrasoid (R)
replacement modulator for fm fn
stereo and multiplex use— for modern
i/ina Western Electric and other fit
SPONSOR
2 APRIL 196^
transmitters; stereo generator; 25 kw
tv amplifier; add-a-unit patchover
East Exhibit Hall— Space 4-E
SURROUNDING SOUND
5757 Santa Monica Blvd.
Hollywood 38, Cal.
West Exhibit Hall— Space 28-W
TEKTRONIX
P.O. Box 500
Beaverton, Ore.
REPRESENTATIVES: Charles Rhodes,
Larry Biggs, Keith Williams, Ralph
Ebert, Ted Anderson, Cliff Briesenick,
Irv Chambers, Frank Elardo, Terrell
Jamison, Bob Seaberg
PRODUCTS: Video-waveform monitors,
vectorscope for color tv phase measure-
ments, video plug-in unit for tektronix
oscilloscopes, oscilloscope trace-record-
ing camera, tv and be test equipment —
generators, amplifiers; etc., scope-mo-
biles (oscilloscope carts), auxiliary test
equipment
East Exhibit Hall— Space 2-E
TELECHROME MANUFACTURING
(See listing Tellemet Corp.)
East Exhibit Hall— Space 2-E
TELEMET CORPORATION
185 Dixon Ave.
Amityville, L. I., N. Y.
REPRESENTATIVES: G. M. Giannini,
G. R. Tingley, J. Horowitz, Don Dud-
ley, Dave Chapman, S. S. Krinsky, S.
Gunston
PRODUCTS: Telechrome will demon-
strate a number of its latest equipment
developments which have extensive ap-
plications in the field of color tv and
broadcasting equipment, video trans-
mission facilities and testing. The most
prominent of these are as follows:
Transistorized video test signal gener-
ator, transistorized video distribution
amplifier, transistorized pulse distribu-
tion amplifier, time domain corrector,
-pecial effects generator with fader,
video transmission test set, video trans-
mission test signal receiver, EIA sync
generator with vertical interval keyer,
• ertical interval signal keyer, sine-
-quared window generator
East Exhibit Hall— Space 11-E
TELEPROMPTER CORPORATION
50 West 44th St.
New York 36, N. Y.
REPRESENTATIVES: George Andros,
Ted Boisumeau, Irving B. Kahn, Gerald
G. Griffin, Herbert Nettleton, Monroe
M. Rifkin
PRODUCTS: Telepro 6000; 3V2 x 4
slide projector with RA-60 random se-
lect changer; TelePrompTer Mod V;
Amphicon 200 large screen television
projector
West Exhibit Hall— Space 33-W
THE TELEQUIP CO.
336 East 50th St.
New York 17, N. Y.
REPRESENTATIVES: John W. Schla-
geter, Howard L. Ryder, John J. Cam-
arda, Joseph Gonzales, Derek Clowes
PRODUCTS: Telequip is displaying a
completely new line of tv studio light-
ing and portable lighting for remote
and newsfilm applications. Other new
products displayed: 16mm tv intermit-
tent projector. 8-inch desk-top "bullet"
video monitor, and an upright kine-
scope recorder
East Exhibit Hall— Space 3-E
TELESCRIPT-CSP
155 West 72nd St.
New York 23, N. Y.
REPRESENTATIVES: Peter Jackson,
Robert Swanson
PRODUCTS: Dual head rear screen
projector, single head rear screen pro-
jector, tv studio prompting equipment
West Exhibit Hall— Space 24-W
THOMPSON RAMO WOOLDRIDGE
DAGE DIVISION
455 Sheridan Ave.
Michigan City, Ind.
REPRESENTATIVES: W. G. Gordon,
W. E. Smith, W. W. Elmendorf, J. A.
Rickel. J. Campbell, B. Keach, D. Bow-
dish, C. Wenzinger, C. Hayworth, J.
Alinsky, B. Relyea, D. Schonmeyer, C.
Kennedy
PRODUCTS: Self-contained EIA
camera, switching matrix, STA-Vamp
West Exhibit Hall— Space 41-W
TOWER COMMUNICATIONS
2700 Hawkeye Dr.
Sioux City, la.
REPRESENTATIVES: M. M. Lasensky,
E. H. Moore, G. S. Chesen, H. Fair,
L. J. Tokarczyk. J. E. Skarda, G. C.
Lasensky
PRODUCTS: Towers, microwave, am,
fm, tv, microwave passive reflectors,
portable prebuilt buildings, paradomes,
erection & installation services
West Exhibit Hall— Space 38-W
UTILITY TOWER
3140 N.W. 38th St.
Oklahoma City, Okla.
REPRESENTATIVES: C. E. Nelson,
Jerry Nelson, V. G. Duvall, Pat Duvall,
D. D. Giroux, M. N. Sholar, J. D.
Nelson
PRODUCTS: Manufacture and installa-
tion of all types of radio, tv, microwave
towers
East Exhibit Hall— Space 14-E
VISUAL ELECTRONICS
356 West 40th St.
New York 18, N. Y.
REPRESENTATIVES: James B. Tharpe,
John B. Gallagher, F. Cecil Grace, Jess
Rafsky, Charles E. Spicer, Leo L. Dar-
rigo, Robert Bollen, George H. Wagner,
Donald Quinlan, Richard Koplitz,
Morris A. Mayers, Hendrik J. Anton-
isse, Felix Bonvouloir, Shirley Bonvou-
loir, A. W. Greeson, A. R. Hopkins,
Wayne Marcy, Richard Witkovski, Lyle
O. Keys, Alfred M. Kallman. Leroy
Kilpatrick
PRODUCTS: Tv program automation
systems, a complete line of modular
transistorized tv broadcast master con-
trol equipment including video switch-
ers, video and pulse distribution ampli-
fiers, sync generators with built-in gen
lock, mixing amplifiers, etc.; GPL high
resolution vidicon film system. English
electric valve 3" and 4%" image orthi-
con tubes, Fayag master studio clock
system, conrac picture monitor line,
eastman 16mm tv projectors. Smith-
Florence fault-finder, Prodelin trans-
mission line, Decca weather radar,
power sources all transistorized power
supply systems, fm stereo equipment;
multiplex receivers, Spotmaster tape
cartridge machines. Altec audio con-
soles and microphones. Nems-Clarke
field strength meter, audiomation tape
players for background music. Comrex
wireless microphones
West Exhibit Hall— Space 21-W
VITRO ELECTRONICS
919 Jesup Blair Dr.
Silver Spring, Md.
REPRESENTATIVES: John Birch, sen-
ior engineer: K. B. Boothe. sales engi-
neer; J. A. Smith, sales engineer; R. C.
Curry, assistant director of product
sales; K. B. Redding, director of prod-
uct sales
PRODUCTS: Tv and fm rebroadcast
receivers, field intensity meters, phase
meters, patch panels, special consoles
SPONSOR
2 april 1962
CONVENTION SPECIAL 41
91
NEW YORK
PHILADELPHIA
KANSAS CITY
WELL COVERED. Through its policy of representing a limited numberof
selected stations in major markets, METRO BROADCAST SALES, the na-
tion's quality Station Representative, offers a thorough, in depth service
to clients, agencies and stations. AS OF APRIL 1ST, METRO BROADCAST SALES
WELCOMES ITS NEWEST MEMBER, KM BC RADIO, KANSAS CITY,THE SALES-
THROUGH-SHOWMANSHIP STATION. Call your METRO BROADCAST SALES
salesman. You'll hear the full story about km bc... and its companion sta-
tions.WNEW, New York and WIP, Phi ladelphia. All represent radioat its best:
Good Listening and Good Selling.
Metro Broadcast Sales
A SERVICE OF METROPOLITAN BROADCASTING
"
NEWVORK:PL2-8228:PMILADEU>HIA:LO«-2»00;CHICAGO:467-6340;ST.LOUIS:MAl-4800;DETROIT:873-S«00;L0SANGELES:3«5-1424;SANFRANCISCO:DO2-li
DUNNAN & JEFFREY, INC.
Cordially invite radio and television broadcasters
attending the NAB Convention
to their
Hospitality Suite at the Conrad Hilton —
phone the Conrad Hilton switchboard for our number
Our Thought for Today:
What this country needs is a good 5c nickel
Ed Wynn
Dunnan & Jeffrey, Inc.
730 Fifth Avenue
New York 19, New York
Martin Himmel
David Edell
Robert A. Conn
Everybody leans towards Groucho
In Baltimore and Boston and Detroit and Minneapolis-St. Paul and New Orleans and Seattle and Washingto
D.C., and all around the country— bigger and bigger audiences are leaning towards "The Best of Groucho
■ Take Seattle— from December to January in ARB, Groucho's rating upped 1 1 points, from 16 to 27! He tigh
ened his first-place hold on Boston when he rose to 22. He's the new leader in New Orleans with a three-poii
gain. And in Washington, D.C., he added 66% to his rating. ■ "The Best of Groucho" gives you 250 of tr
very best from Groucho's 11-year network comedy hit. And by what's happened to A DPI
date, it makes a powerhouse series for daytime stripping! Give the people in your area \ -s
a chance, and they'll tilt Groucho's way too. In big numbers! Get the details from ... \ UU
I
J
^1962
40 years ago April 13. 1922 a
new sound came to State Street from atop
the roof of The Fair Store ... a sound
which was destined to become one of the
Nation's most powerful radio voices . . .
VVMAQ. 50,000 watts strong and clear . . .
now celebrating 40 years of service to
Chicago and the Middle West.
The 100-watt signal of 40 years ago, her-
alding the birth of Chicago's pioneer radio
station, also marked the start of a fantastic
new era in communications, entertainment
and service. In the following decades.
VVMAQ led the way in the development
of radio from a fad in the "Roaring Twen-
ties" to the world-spanning communica-
tions giant of today.
VVMAQ is proud of a distinguished record
of broadcasting firsts, including . . .
First broadcast of a series of educational
programs ... in cooperation with the
University of Chicago.
First broadcast of a musical apprecia-
tion program.
First and only Chicago broadcast of the
Presidential nominating conventions in
1924.
First to broadcast a regular daily sched-
ule of major league baseball . . . the Chi-
cago Cubs.
First to broadcast an intercollegiate
football game . . . University of Chicago
vs. University of Kentucky.
First to broadcast a two-way trans-
Atlantic telephone conversation . . .
between Chicago and London.
For four decades, Chicago and all Mid-
America have tuned to VVMAQ for imagi-
native, rewarding Quality Radio con-
stantly alert to the tastes and desires of
the entire area the station is privileged to
serve.
And. VVMAQ Quality Radio has never
been better than today's SOUND OF
THE SIXTIES, a total broadcast service
providing an ideal balance between enter-
tainment, news, information and public
affairs features designed to serve the needs
and interests of the vast Mid-America
audience. The most modern broadcast
equipment, including Chicago's newest
transmitter, provides the finest possible
reception.
Long-established favorite personalities
such as Henry Cooke. John Holtman, Phil
Bowman, Jim Conway, John Doremus,
Len O'Connor and Jack Eigen. supple-
mented by the unsurpassed news and
informational programming of the NBC
Radio Network, set the pace in Chicago
radio. VVMAQ enters its next 40 years re-
dedicated to maintaining and expanding
fhe highest standard of service demanded
by the astronaut age with its boundless
new broadcast frontiers.
40 Years of VVMAQ . . . Good Listening
Anytime.. .But Never Better Than NOW !
WMAQ
NBC Owned
Represented by NBC Spot Sales
DIAL 670
£>
H*nry Cook*
6:00-9:55 a.m.
Monday thru Friday
Saturday too
6:00-9:00 a.m.
C9 tX& «?
John Holtman
Phil Bowman
Jim Conway
John Doramua
Lan O'Connor
Jack Elgan
10:05-11:55 a.m.
12:05-1:55 p.m.
2:05-3:55 p.m.
4:05:5:55 p.m.
6:45 p.m.
11:15 p.m.-1:30 a.m.
Monday
Monday
Monday
Monday thru Saturday
Monday
Monday
thru
thru
thru
7:05-10:30 p.m.
thru
thru
Friday
Saturday
Friday
weekdays
Friday
Saturday
SPONSOR
2 april 1962
95
SPONSOR
WEEK
WRAP-UP
NAB
(Continued from page 12, col. 2)
hibitions, displays, and other events.
About 30 equipment manufactur-
ers and suppliers are expected to
utilize 27,000 square feet of exhibi-
tion space.
More than 75 hospitality suites will
be in operation. Station representa-
tives will have about 30 suites, film
syndicators about 15, and program
services about 10. Networks, trade
associations, research-promotion
companies, and broadcast advertis-
ing services will maintain suites.
Advertisers
Rexall (BBDO) is using network tv
and radio exclusively to promote its
annual "penny sale."
The money is in scatter plans on
daytime tv and participations on
four radio networks.
Incidentally, Rexall has no plans
as yet for fall network tv.
Campaigns: Campbell Soup is using
heavy tv support during April and
May to promote its four bean prod-
ucts. Taking advantage of spring-
time interest in baseball, commer-
cials, both network and spot, will
feature Mickey Mantle offering an
MISS NBC was selected at the New York
Toy Fair recently. She's Yardena, a veteran
of the Israeli army and now a U. S. actress
96
DEBUT PARTY for Wheeling Steel, new sponsor of "Meet the Press" on WTRF-TV, Wheeling,
brought together (l-r) Louis Ergmann, NBC Sales; Robert W. Ferguson, station executive vice
president; Edward Peck, advertising manager of Wheeling Steel, and Edward Combstock,
Cunningham & Walsh vice president. Executives discuss the company's new advertising vehicle
BIRTHDAY greetings to WIL, St. Louis, came in the form of this huge cake from the
Sheraton-Jefferson Hotel. Standing guard are (l-r) Bill McKibben, assistant to the managing
dir. of WIL; John F. Box, Jr., managing dir. of the Balaban Stations; Andy Pennella, gen.
mgr. of the hotel; Henry Verhey, pastry chef; Dick Drury, program dir. of the station
IhilWIifi ■
SPONSOR • 2 APRIL 1962
official league baseball for $1 and
any three labels from the beans . . .
Network tv will be the core of a
spring-summer push by Pharmacraft
to introduce nationally its Allerest
Allergy Tablets. Participation in 14
ABC TV nighttime shows begin 1
April, augmented in major spot mar-
kets. Papert, Koenig, Lois is the
agency.
PEOPLE ON THE MOVE: E. Clinton
Frank to regional commercial man-
ager for Raytheon . . . Robert M.
Slater to manager for corporate ad-
vertising and sales promotion for
Allied Chemical . . . Thomas M.
Behan to manager of advertising
and sales promotion for the newly-
formed Micro-Data division of Bell
& Howell ... J. Keith Deay to mar-
keting manager for the pharmaceu-
tical department of American Cyana-
mid's International division . . . Paul
F. Dixon to the new post of director
of market development for Schick.
Agencies
■
BBDO has taken the lid off a verit-
able cloak-and-dagger affair it's been
conducting in Utica, New York.
For the better part of a year, the
agency has been sponsoring a first-
run adventure show on WKTV as a
sort of laboratory experiment on the
effectiveness of commercials.
Called Channel One, the experi-
ment included a random sample of
unsuspecting viewers in the market
taken after each show to determine
such things as comparative per-
formance of 30- and 60-second com-
mercials, back-to-back 30's, combi-
nations of compatible and incom-
patible products within the same
clip, etc.
Major expansion by George Green
Associates includes the opening of
six new offices, a Latin American di-
vision, five executive changes and
the opening of new film studios.
The new offices are in San Fran-
FREEDOM documents reprinted by Storer
and the Freedom Foundation are given
Cleveland Mayor Anthony Celebrezze by
James P. Storer, WJW assistant gen. mgr.
I
4ERIT AWARD from the American Opto-
letric Assn. for WWDC, Washington for
ooperation on vision to pres. Ben Strouse
r) by district pres. Dr. John Greenwood
ESSAY winner Ellen Coyne accepts priie from William B. McGrath, WHDH (AM & TV),
Boston, v.p. and managing dir., and Msgr. Timothy F. O'Leary, superintendent, Archdiocesan
Schools. Looking on are John C. Dowd, pres. of John C. Dowd Co. ( I ) and Crawford
Ferguson, pres. of Martin L. Hall Co. The essay topic was "The Alliance for Progress"
UP AT BAT for 10 of the Louisville Colonels baseball games on WAVE-TV is Sterling Beer
distributor John Martin ( I ) who signs on the dotted line which team gen. mgr. Danny O'Brien
(r) points out. Ed Kallay (c), stn. sports dir., will call the play-by-play for all the 10 games
PONSOR
2 APRIL 1962
97
cisco, Washington, Chicago, Dallas
and Toronto, and new European
headquarters in Paris.
Eli "Buck" Canel will direct the
Latin American division. Executive
changes include: Jack Coneybear
from v.p. to executive v.p. and ac-
count supervisor; Roy V. Smith from
station relations director to director
of radio-tv.
Agency appointments: The Wolf
Corp. to Albert Frank-Guenther Law
. . . Canned Bread Co. to Lambert
& Feasley . . . The California Avocado
Advisory Board to McCann-Erickson
. . . Fort Howard Paper Co., Green
Bay, to Earle Ludgin & Co. . . . Swift
& Co. to McCann-Erickson, Chicago
for its Pet Food division ($500,000-
$750,000), from Dancer-Fitzgerald-
Sample, effective 1 April.
Divorcement: Seiberling Rubber and
its agency since 1934, Meldrum &
Fewsmith, Cleveland. Account is in
the neighborhood of $375,000.
International note: A new public re-
lations network established by the
London office of Y&R will serve the
agency's clients in Finland, Sweden,
Denmark, Germany, Holland, Bel-
gium, France and Spain. Plans in-
clude extension to cover Italy and
Switzerland.
Executive changes: John H. Will-
marth, president of Earle Ludgin &
Co., Chicago, is retiring. David G.
Watrous takes his place while George
A. Rink becomes executive v.p. and
Hugh Wells assumes the direction
of all creative operations.
New v.p.'s: Reggie Schuebel at
North Advertising, New York, for tv,
radio, and media . . . Joseph J.
Seregny at Y&R, Detroit . . . Dick
Sloan at the Jack Wyatt Co. . . .
Patrick D. Beece at MacManus, John
& Adams . . . Jack Flatley at Gour-
fain-Loeff . . . John J. Calnan, and
Harold Kaufman at the Chicago
office of NL&B and Joseph A. La
Rosa of NL&B, New York . . . Austin
L. D'Alton at McCann-Erickson, Chi-
cago . . . Albert J. Durante, promo-
tion and public relations director for
tv at J. Walter Thompson, to execu-
tive v.p. and member of the board at
Bermingham, Castleman & Pierce.
PEOPLE ON THE MOVE: T. R. Snyder
to the Rambler account group at
Geyer, Morey, Madden & Ballard . . .
Gerry Sussman to the copy staff of
Wexton . . . Walter G. Schilling to
creative department coordinator at
Knox Reeves . . . Gerald F. Gruggen
to account executive at Knox Reeves
. . . David A. Hallack to supervisor
of public relations and account ex-
ecutive and William J. Luddy to
manager of public relations at Zim-
mer, Keller & Calvert, Detroit . . .
Jack Bucholtz to regional account
manager on the Busch Bavarian
Beer account at Gardner . . . Sterling
R. Cassel to media research man-
ager on the Burgermeister Beer ac-
count and John Cail to marketing
and merchandising on the account
at Post & Morr, California . . . Ed-
mund G. Norwick, Jr. to associate
media director at Griswold-Eshleman
. . . Quentin Schweninger to region-
al account executive on the Dodge
account at BBDO, Los Angeles . . .
S. S. (Bud) Spences, formerly west
coast director of radio-tv for FC&B,
to public relations director of Pru-
dential Savings & Loan, San Gabriel.
Tv Stations
Food products and toiletries goods
were the leading product classifica-
tions on network tv in 1961, account-
ing for more than $265 million in
gross time billings.
According to LNA-BAR figures re-
leased by TvB, foods billed $138,-
297,845, a rise of 20.5% over 1960,
while toiletries billings were up
14.3% to $126,963,586.
Product classes showing the big-
gest gains on network were building
materials, up 110.1% to $4,605,961
and sporting goods and toys, up
79.4% to $5,756,104.
Leading network advertisers in the
fourth quarter were P&G ($11,764,-
295), American Home Products ($9,-
188.927) and General Motors ($7,667,-
543).
Top brands in the last quarter
were Anacin ($3,080,794), Camel
($2,381,310) and Chevrolet ($2,349,-
045).
EIA has come up with a proposal
which it hopes will counter-act the
proposed all-channel set legislation
or at least will act as a stalling de-
vice.
The industry group which repre-
sents receiver manufacturers and
which is, obviously, opposed to the
mandatory manufacturing bills, sub-
mitted its proposal to the Senate
Communications Subcommittee and |
the House Commerce Committee.
The proposal: that the FCC, by )
virtue of its licensing power, insist
that all vhf stations telecast simul-
taneously on both vhf and uhf. Once
the public has a reason for buying
all-channel receivers, EIA said, set
makers will produce and promote j
them on their own.
Kudos: Michigan Governor John B.
Swainson presented WJRT, Flint,
with a special certificate of merit
for the production of a documentary
examining conditions at the Lapeer
State Home and Training School . . .
WECT-TV, Wilmington, won the cov-
eted 1962 bronze School Bell award
presented by the North Carolina Ed-
ucation Assn. for public service to
the schools of the Tar Heel state.
PEOPLE ON THE MOVE: Kenneth W.
Stowman to director of sales devel-
opment for the Triangle Stations
. . . John P. Wiley to national tv sales
director at WRCV-TV and radio.
Philadelphia ... Jay Nagle to sports
director at WSAZ-TV, Charleston . .
Marvin Picard to account executive
at WBRC-TV, Birmingham ... Ha
Gold, formerly of Mutual, to heac
of public relations at Communica
tions Industries Corp. . . . Tom Bern
stein to the merchandising depart
ment of KHJ-TV and radio, Los An
geles . . . Dick Wheeler to news di
rector at KOTV, Tulsa ... Jay W
Thorpe to sales service manager a
WTCN, Minneapolis . . . John F. Cun
diff to general sales manager a
WFIL-TV, Philadelphia . . . Wallac
Dunlap to assistant sales manage
of KDKA. Pittsburgh . . . Dominic ,
(Please turn to page 101)
98
SPONSOR
2 APRIL 11
What's happening in V. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
2 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
The NAB convention, as often happens, convenes in another atmosphere of
crisis: this time, the backdrop was the FCC move against several station licenses.
There was also the fact that it came during a pause in the Chicago local hearings.
The FCC has attempted to write off the Chicago hearings as an exploratory proposition.
This appears almost incredible in the light of the fact that the Commission has announced
it will require stations to ascertain programing needs of their communities and
then to draw up plans to meet those needs.
It is also incredible in light of the fact that the case of Suburban Broadcasting vs. the
FCC waits decision in the Appeals Court. Two of the three judges on this case of an FM
station denied a brand new construction permit because it had not ascertained community
needs were also judges in the Hartford pay-tv case.
This case appears likely to test the FCC's power to require programing to meet
community needs. The precedent will have much influence even if the Supreme Court re-
fuses to hear it, but may have tremendous importance if the highest court does hand down
its own decision.
The three judges who decided in favor of the FCC's power to authorize pay-tv tossed
in some gratuitous language indicating they believe the FCC has legal power to watch
programing both on pay and free tv. With two of them on the FM case, there is reason
to fear that FCC power over programing might be broadened by the eventual decision.
At the moment, the broadcasting industry is able to argue with considerable force that
the FCC has no legal power to do what it is setting out to do. Much of the FCC position,
most of it, rests on the Supreme Court Decision in the chain broadcasting case.
If the FM case decision adds to this old case a precedent for broad FCC power in this
field, and if the Supreme Court refuses to hear the case (more so, if the highest court does
hear it and agrees), the fat is in the fire. Even those commisioners who now resent FCC
intrusion into programing would be forced by legal precedent to weaken.
Thus the Chicago hearings, in the middle of which is sandwiched the NAB convention,
become very important indeed. This sort of performance may become the order of the
day given an adverse and broadly worded decision in the FM case.
FCC is also prodded anew by Congress: Sen. John O. Pastore (D., R. I.) did
more than shock NAB with his "tough" speech.
The time which has elapsed has made it clear that the "strong" regulators took aid and
comfort from the remarks.
Within perhaps two weeks, NBC and CBS toppers will be on Sen. Dodd's (D., Conn.)
hot seat, the one that burned Oliver Treyz.
Following what is expected to be the final segment of these hearings on tv in relation
to juvenile delinquency, a blistering report is almost certain. Plus an added push for
network regulation.
All of the heat doesn't come from the FCC, nor is all of it directed at broadcasters. Ad-
vertisers appear due for buffeting by a heavier-hitting FTC.
Most notable recent event at that agency has been the emergence of Philip Elmore
as the "great dissenter," which every agency is supposed to have. But Elmore's dissents
are in the direction of tougher enforcement. He is only one of three new frontier ap-
pointees, and the only one to adopt an extreme position.
However, there is solid evidence that it is Elmore who has administration backing, so for
the first time a "dissenter" may become a tale that wags the dog.
PONSOR • 2 APRIL 1962
99
2 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Significant news, trends, buys
in national spot tv and radio
■ SPOT-SCOPE
100
Even though spot tv sales for the current second quarter loom, at least for th
top 20-30 markets, as the juciest in years, it's a long way from a tight situation.
A cursory check with several top reps disclosed that there's plenty of attractive prim
20's available, whatwith the number of that category having been multiplied by two from
the previous season to this one.
As one rep puts it, within the framework of the present profusion of 20's the situation
can't be so tight that a spot advertiser finds himself stymied. It's a question of more
assiduous shopping and the requirements of the immediate marketing objectives.
Two new products are taking appreciable steps in the direction of national an
regional spot tv : Pharmacraf t is going into major markets to launch its new Alleresl
Allergy tablets nationally and Babbitt has a regional campaign in the west for i
new Vano Fabric Finisher.
Stretching their legs after an informal hiatus from the medium were several ol
timers, including Ex-Lax, Rinso Blue and Waterman-Bic pens. And on the radio side
Westinghouse is set to light-up the spot circuits in 130 markets for its appliance line.
For details of this and other spot activity of the past week see items below.
SPOT TV BUYS
Welch Grape Juice Co. is making a splash in 31 markets for the juices, using daytime and
fringe night minutes and breaks. It's a 17-week drive, with 30 April the start date. Richard
K. Manoff is the agency and Len Ziegel is the buyer.
Procter & Gamble is also going into 31 markets for Cheer, out of Young & Rubicam. The
campaign starts 9 April to run through the P&G year. Time segments: nighttime minutes.
Buver: John Huegel.
Colgate-Palmolive is active on behalf of liquid Ajax in 17 markets. Schedules of day
and night minutes began yesterday, 1 April, and are of undetermined length. Agency:
Norman, Craisr & Kummel. Buyer: Stan Yudin. C-P is also lining up minutes and I.D.'s for
its Cue shampoo handled out of D'Arcy. It's going into selected markets for 39 weeks start-
ing 15 April. Bob Lazetera is doing the buying.
Ex-Lax will use prime breaks and davtime and fringe nighttime minutes and I.D.'s in its
6-week campaign which gets started on 16 April. Eight markets have been earmarked so far.
Agency: Warwick & Legler. Buver: Jim Kearns.
Pharmacraf t Laboratories is going into major markets to launch its new Allerest Allergy
tablets nationallv after two years of test marketing. Campaign will be during the introduction
and thereafter during peak pollen count periods. Time segments: fringe and prime time
minutes. Agencv: Papert. Koenig. Lois.
Quaker Oats Co. has placed schedules of prime minutes and 20's for its cereals in mid-
western and eastern central states. Muffets runs for 26 weeks in 20-25 markets. Puffed
Wheat and Puffed Rice are scheduled in 35-40 markets for 11 weeks. Buyer: Edith Hansen.
Asrencv: Compton. Chicago.
Burnham & Morrill Co. is adding markets for its B&M baked beans. Schedules of prime
20's are presentlv being run in New England markets. Buyer: John Frank. Agency: John
C. Dowd. Inc., Boston.
Mishawaka Rubber Co. has moved into about 60 markets with a spring campaign for
Ball Jets sneakers. Kid show minutes will run for 13 weeks. Most markets are mid-westi
and western. Buver: Harvey Mann. Agency: Campbell-Mithun, Chicago.
Cracker Jack is requesting avails for minutes and 20's in kid shows for test runs on 0
SPONSOR • 2 APRIL 1
■
SPOT-SCOPE continued
fire Marshmallows. Six markets are involved but schedules will be for 39 weeks, beginning
mid-April. Agency: Leo Burnett. Buyer: Bob Bentley.
Lever Bros, is back on the buying line for Rinso Blue. Daytime I.D.'s and some fringe night-
time will be used for a three-week flight which gets rolling on the 15th of the month in 11
markets. J. Walter Thompson is the agency. Buyer: Pete McLain.
Lehn & Fink will promote its Noreen hair coloring preparation in seven markets starting
today, 2 April. The campaign will run for 10 weeks. Time segments: early and late evening
minutes. Agency: Fuller & Smith & Ross.
Bristol-Myers is in for 52 weeks in selected markets for Bufferin. Schedules of nighttime
minutes started yesterday, 1 April, with the buying done out of Young & Rubicam by Lor-
raine Ruggiero.
United Biscuit Co. is planning a new campaign for its regional products: Hekman cookies,
east central markets; Supreme cookies, north central markets ; Merchant cookies, west central
markets. Schedules of minutes and 20's will be placed for 13 weeks. Buyers: Phil Lincoln.
Agency: George H. Hartman Co., Chicago.
Climalene Co. is placing schedules for Bowlene cleaning fluid, in addition to schedules for
Climalene which were reported here earlier. About 12 markets get day minutes and 20's to
reach a housewife audience. Buyers: R. A. Washburn and Melba Byard. Agency: D'Arcy.
E. J. Gallo Winery has kicked off a campaign in western markets for its wines. Buy is for
13 weeks using fringe minutes and prime 20's and I.D.'s. Buyer: Beverly Krikac. Agency:
BBDO, San Francisco.
United Vintners, Inc., continues to add markets for its various wine products. Schedules
of prime and fringe minutes are being bought for 13 weeks. Buyer: Clarice McCreary.
Agency: Honig-Cooper & Harrington, San Francisco.
General Mills, Inc., has set short flights for Wheaties in about 15 markets. The first flight
began last month, a second one begins in April, and a third in May. Schedules are for day
and late fringe night minutes using moderate frequencies. Buyer: Ron Thompson. Agency:
Knox-Reeves, Minneapolis.
Waterman-Bic Pen Co. is using selected markets for a Bic ballpoint pens campaign. Place-
ments are for 13 weeks using early and late night minutes. Buyer: Bob Mahlman. Agency:
Ted Bates & Co., New York.
Dutch Masters Cigar Co. is buying various short schedules to support network buys for
Harvester cigars. Moderate frequencies of prime 20's are being placed. Buyer: Elaine Art.
Agency: Papert, Koenig, Lois, Inc., New York.
B. T. Babbitt will go into about 12 western markets later this month to promote its new
product, Vano Fabric Finisher. Day and night minutes will be bought. Buyer: Alan Conner.
Agency: Garfield, Hoffman & Conner, Inc., San Francisco.
SPOT RADIO BUYS
Westinghouse is going into 130 markets to promote its appliance line, beginning 14 April.
Day and drive-time minutes will run for three weeks. Buyer: John Curran. Agency: McCann-
Erickson, New York.
American Tobacco has schedules for Dual Filter Tareyton in 30-35 markets, in addition to
its placement for Lucky Strike reported here last week. Campaign starts mid-April and runs
through the end of the year using traffic and day minutes. Buyer: George Blinn. Agency:
Lawrence C. Gumbinner, New York.
Ford Motor Co. and Ford division are scheduling two-week flights around the country dur-
ing early April. Ford Motor goes into 75-100 markets while Ford division will use their top
50 sales markets. Head buyer: Harold Veltman. Agency: J. Walter Thompson, New York.
Massey Ferguson is in selected farm markets on behalf of its tractors and implements. The
promotion runs for 10 weeks, through May, using one-minute announcements in farm program-
ing. Agency: Needham, Louis & Brorby.
PONSOR • 2 APRIL 1962
101
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
2 APRIL 1962
Copyright 1962
8P0N8OR
PUBLICATIONS INC.
A rather curious bit of scuttlebutt circulating last week on Madison Avenue was
that linking the names of Bristol-Myers and J. Walter Thompson.
JWT, so ran the report, could have a chunk of the Bristol-Myers business if it would
arrange to unload Stripe (Lever) so that it might include Ipana.
Stripe has been with JWT every since its debut.
Latest rumor making the rounds about Pat Weaver (the one about ABC TV
didn't work out) is that he's headed for a job with the Jock Whitney interests.
It would have to do with N. Y. Herald Tribune mainly.
This is the story of a California manufacturer, who got swept into the extreme
rightest fandango and wanted to support it with a radio budget but was talked 01
of it by his agency.
The manufacturer had assented to paying for five five-minute broadcasts a week wit
anti-communism as the purported theme when the New York end of his agency got wind
of what was going on.
There were hurried and somewhat frantic calls from the New York end against the ad-
venture in terms of what the tieup might mean to business in other parts of the
country.
It may be different with the new regime in power, but media at Colgate used
to exercise a buying policy that brooked no exception.
It was this: pick up any tv spot if it comes in at a $1.89 CPM.
102
A complaint among media people that's been growing in volume of recent
months: the indifference shown by some tv stations in answering their mail.
In some agencies it's being said that if this capricious attitude isn't changed soon the sit-
uation can become distressing for the spot medium.
Remarked one agency executive: "When the rep is asked how unresponsiveness of
his station can be rectified, he says he sympathizes with us, but he's in the same
boat."
of
ae
An NAB convention always serves as an apt occasion for nostalgia indulgence.
There may be some around the business still who can recall when such things as these
occurred at an NAB national gathering:
• Stormy petrels assailing NBC for alleged arrogance and arbitrary tactics.
• Timebuyers like Linnea Nelson, Reggie Scheubel and Elizabeth Black were the
belles of the ball.
• Powell Crosley, Jr., contributed an exotic touch to the delegates' entertainment by
staging some prizefights. (That year the only foe from the floor was ASCAP.)
• A pre-Minow incumbent, Lawrence Fly, engaged in some salty oratorical
crossfire with sundry broadcaster leaders.
• Included on the vaudeville bill, as provided by a network for the windup banquet
was a troupe of midgets.
• The networks and reps virtually monopolized the hospitality suites.
SPONSOR • 2 APRIL 1
c5
be
a
o
S3
H
o
■•§
3
O
70^ of those who select WWDG are the family shopper'
One in a series on the
fine art of broadcasting by
WWDG
RADIO WASHINGTON
"the station that keeps people in mind"
*Trendex, Washington, D. C. Study, Nov. 1961
Represented nationally by John Blair & Co.
<£
BLAIR
GROUP
PLAN
MEMBER
SPONSOR • 2 APRIL 1962
103
WRAP-UP
(Continued from page 98)
Vignola to account executive at
WKBW-TV, Buffalo.
Station Transactions
The adman who teamed up with
Duncan Hines to market his cake
mixes, has moved into the tv field by
buying WNCT-TV, Greenville, N. C.
for $2,556,000.
The new owner is Roy H. Park of
Ithaca, N. Y. A Hartwell Campbell,
general manager of WNCT-TV since
it was organized in 1949, will be vice
president and general manager and
a member of the newly-created
board of directors.
WHFC (AM) and WEHS (FM), Cicero-
Chicago, was sold for $1,000,000 to
L&P Broadcasting Corp.
The seller is Richard W. Hoffman,
director of several local papers. Prin-
cipals of the new management are
Leonard and Philip Chess, recording
company executives.
Blackburn brokered the sale.
Multiple station operator Cy N.
Bahakel has filed an application
with the FCC for the acquisition of
WDOD (AM & FM), Chattanooga, for
$225,000 from the Interstate Life In-
surance Co.
Simultaneously, Bahakel also filed
to sell WKOZ, Kosciusko to Mims
Boswell, Jr. who has managed the
station since 1954.
Negotiations and transactions were
handled by Blackburn.
New fm outlet: William Thomas
Hamilton, general manager of
WNDU, (AM & TV), South Bend, an-
nounced the construction of fm fa-
cilities with the power of 20 kw.
Radio Stations
Discounters, now the nation's fourth
largest local retail category, are the
targets of a new RAB presentation.
Touting radio as a natural for this
high-traffic, low-margin industry,
RAB pointed to the fact that 92%
We hope to have the pleasure
of meeting you at our
HOSPITALITY SUITE
during the
NAB. CONVENTION
Visit us at the ESSEX MOTOR INN
(Suite 1403) 8th & Michigan Avenues
jBLA.CIijBljjrvJ^J & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
lames W. Blackburn
lack V. Harvey
Joseph M. Sitrick
RCA Building
FEderal 3-9270
H W. Cassill
William B. Ryan
Hub Jackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Healey Bldg.
lAckson 5-1576
BEVERLY HILLS
Colin M. Selph
Calif. Bank Bldg.
9441 Wilshire Blvd.
Beverly Hills, Calif.
CRcstview 4-2770
of all women are reached by radio
every week.
Ideas at work: WLOL, Minneapolis-
St. Paul has initiated "Sigalert," an
alerting system designed to keep lis-
teners informed of emergency con-
ditions . . . Crosley Broadcasting ob-
served its 40th anniversary with spe-
cial hour-long programs on WLW
(AM & TV), Cincinnati, in addition
to vignettes on the birthday through-
out the broadcast schedule . . .
WQXR, New York is attracting new
subscribers to its monthly Program
Guide through a free offer of "The
Harvard Brief Dictionary of Music."
Happy anniversary: To WFIL, Phil-
adelphia, on the air 40 years ... To
KICO, Calexico, which celebrates its
15th birthday on 6 April.
Kudos: Cecil Woodland, general man-
ager of WEJL, Scranton, was named
to a citizens participation commit-
tee to advise the Mayor on urban
renewal . . . WOWO, Fort Wayne,
threw a Hawaiian party to help pro-
gram manager Cal Bollwinkel cele-
brate his 10th anniversary with the
station . . . For the third consecu-
tive year, Bob Steele, sports direc-
tor of WTIC (AM & TV), Hartford, has
been chosen Sportscaster of the
Year for the state of Connecticut
. . . WEEI, Boston, has received the
Chester Cameron Stewart Award
from the Massachusetts Council of
Churches for its efforts on behalf of
religious programing in 1961 . . .
WABC, New York got The New March
of Dimes Certificate of Appreciation
for generous cooperation with the
1962 campaign . . . WBT, Charlotte,
won the North Carolina School Bell
Award . . . The Norfolk-Portsmouth
Sales Executives Club awarded
WTAR account executive Cabell
Isphording The Distinguished Sales-
man's Award.
PEOPLE ON THE MOVE: Robert D.
Burton to general sales manager at
WJR, Detroit ... Win Gould to sales
service manager for WCBS, New
York . . . James L. Barkley to ac-
count executive at WDGY, Minneap-
olis-St. Paul . . . Phil Beuth to local
104
SPONSOR
2 april 1962
sales manager at WTEN, Albany . . .
William T. Cole to the sales staff of
WDAS, Philadelphia . . . Don Caron
and Larry Kirby to account execu-
tives at WPTR, Albany . . . Robert
C. Lloyd to account executive at
KMBC, Kansas City . . . William
Sherry to account executive at
WIBG, Philadelphia . . . Jerome Hor-
witz, Jr., to account executive at
WTOP, Washington, D. C. . . . Pete
Farrelly to local sales manager of
WIL, St. Louis . . . Paul Downs to
general manager of WMAS, Wilming-
ton .. . Richard L. Branigan to sales
service at Broadcast Clearing House,
New York . . . Timothy D. O'Connor
to general manager of KFML, Den-
ver.
Networks
The ABC division of AB-PT reported
record income in 1961 of $254,280,-
000, an increase of $31,800,000 over
1960.
The parent company also regis-
tered record gross income — $363,-
100,000 compared with $333,437,000.
AB-PT net operating profit was
$9,906,000 or $2.31 per share (vs.
$10,475,000 or $2.46 per share) and
net profit, including capital gains,
increased to $15,030,000 or $3.51 per
share from $11,817,000 or $2.78 per
share.
;New affiliate: WCHS-TV, Charleston,
W. Va. has joined CBS TV, replacing
WHTN-TV. It's effective 21 Septem-
ber.
PEOPLE ON THE MOVE: Robert F.
Lewine has been appointed vice
president-programs, Hollywood for
CBS TV, replacing Guy della Cioppa
whose resignation takes effect 15
May.
Representatives
Traditional selling courses (i.e.
Jogged devotion to a top 100 ranking
ased on total population) are being
abandoned more and more by reps.
There were two indications of this
he past week. These were:
1) Weed released the first volume
n a multi-volume series called "Met-
ropolitan Area Directory." Based on
the Standard Statistical Metropoli-
tan Area, the first part breaks down
population into sex, race and age.
One example that total population
is often misleading: an advertiser
who wants to reach the Negro mar-
ket might reject Durham on the total
basis (its 178th in the nation) but
it ranks 70th in terms of Negro con-
sumers.
2) A TvAR comparison of product
usage and brand preference in its
eight markets, which indicates siz-
able fluctuations between cities, al-
though all are major metropolitan
markets. For example: the leading
dog food in Washington and Balti-
more (Ken-L-Ration) ranks 14th in
San Francisco.
Executive changes at John E. Pear-
son include the election of Joseph
Savalli as president of the rep firm.
Savalli, also the company's prin-
cipal stockholder, has been national
director of the company's six offices.
Other appointments emanating
from the recent Board meeting:
Ralph N. Weil to chairman of the
Board, Arnold Hartley and Allen E.
Wolin to vice presidents.
One of the more clever coloring
books around these days was cre-
ated by Carol Creed, S.R.L.S.W.,
which stands for Station Rep's Long
Suffering Wife.
A gag present for husband William
A. Creed, the book is now providing,
it is assumed, happy evenings for
hundreds of agency and station
men.
Film
A major segment of Remco's ex-
penditures for its spring toy cam-
paign will involve ITC's "Supercar."
The toy firm, via Webb Associates,
has signed for full sponsorship of
the series in 13 top markets which,
by the way, raises total sales on the
series to 91 markets.
New properties: Association Films
is distributing an hour-long, off-NBC
documentary called "M.D. USA,"
originally on the "March of Medi-
cine" series. It was produced by
Smith, Kline & French in coopera-
tion with the AMA . . . NTA will
launch a new color cartoon series
at the NAB convention called "Tin-
tin."
Sales: Ziv-UA's 78-episode "Lockup,"
now in its second run via Economee
Programs, to WNEW-TV, New York
... A new group of 55 post-1950
features from Allied Artists Televi-
sion to WABC-TV, New York . . .
CBS Films' "The Invisible City" to
the Australian Broadcasting Com-
mission . . . Ziv-UA's "Keyhole" to
WOR-TV, New York and WDSU-TV,
New Orleans.
Public Service
Starting this month, the two weekly
news and public affairs programs
carried by the Tokyo Broadcasting
System and consisting of material
from CBS News broadcasts will be
aired twice a week.
The two shows are tagged "This is
Your World," and "Documentary of
the Twentieth Century," and have
been shown on Friday and Saturday
evenings. They will now be re-tele-
cast on Saturdays and Sundays.
TBS agreed last May, in a contract
negotiated with CBS Films, to pur-
chase the majority of all news and
public affairs broadcasts produced
by CBS News.
Public Service in Action: In a recent
editorial dealing with police power
and what to do in the event of abuse
of these powers, KYW (AM & TV),
Cleveland, offered viewers and lis-
teners a free copy of a brochure
titled, "If You Are Arrested." Within
3 days some 600 people wrote in for
copies . . . Two commercial tv sta-
tions, KTBC, Austin and KONO, San
Antonio, have come to the rescue of
the new educational station KLRN
which, because of technical set-
backs, will not be able to start tele-
casting on its original target date of
9 April. The stations will donate air
time in order that the 27 participat-
ing school districts can start tv
classes on schedule. ^
ponsor
2 april 1962
105
OPEN LETTER TO A
HANDFUL OF 40-YEAR
RADIO STATIONS
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Presented to station
m
SPONSOR is presenting
this 40 -year certificate to the
stations listed below.
in appreciation
of exceptional service to its
community and clients
throughout
40 YEARS
of continuous radio broadcasting
s;»fi"fi.'SfJ.
// your commercial station is 40-years or older and is not listed below please phone
or wire us collect immediately:
EAST
WEAN
WJAR
WTAR
WSAZ
WKRC
WLW
KYW
WSAI
WHK
WCOL
WTVN
WING
WSPD
WKBO
WGAL
WHN
WHAM
WGY
WFBL
WOR
WDRC
WILM
WLAP
WCAO
WFBR
WBZ
WNAC
WSAR
WDEL
WABI
WNBH
WHN
WNBC
WHEC
WSYR
WRYT
WJAS
WEJL
WCAU
WDAS
WFIL
WIP
WRCV
KDKA
KQV
WRAW
WBAX
WLNH
WHBI
WNTA
WGR
WABC
WEST
KCPX
KSAL
KGY
KJR
KOL
KTW
KHQ
KLYK
KXLY
KMED
KGW
KTAR
KMJ
KFI
KHJ
KNX
KDIA
KEWB
KFBK
KGB
KNBC
KWG
KLZ
KFKA
KOY
KCBS
KRE
KSAN
KVOR
KIMN
KFBB
KMO
MID- WEST
WNAX
KFIZ
WBAY
KMBC
WDAF
WHB
KSD
WIL
WEW
WJAG
KMEO
WDAY
WCAZ
WAAF
WMAQ
WDZ
WSBT
WMT
WOC
KSO
KFH
WJR
WFDF
WKZO
WISN
WGN
WCVS
WHAS
WWJ
KGFX
WKBH
SOUTH
WNOX
WMC
WREC
WTAW
WFAA
WRR
KFJZ
WBAP
KTSA
WOAI
WACO
WKY
KOB
WBT
KLCN
WQAM
WDAE
WAPI
WGST
WNOE
KEEL
KGNC
KILE
WTAR
WSB
WMAZ
WWL
HAWAII
KGU
CANADA
CJCA
CFPL
CHAB
CFCN
CFUN
CFCF
CKCK
CKOC
CKAC
KFAC
SPONSOR
555 5TH AVENUE, NEW YORK17,
■■■ Illllllllllllllllllllllllllllllllllllllllllillllllllllllllllllllllllllllllllllll
WHAT ARE
YOUR
PHOTO
REQUIREMENTS?
"HADIBUTKNOWN"
Wi
hen we show a prospective client
just a few samples of our publicity
photography, he more-than-likely ex-
claims, "Hadibutknown!" This puzzles
us for a moment but then he con-
tinues, nodding with approval. "Such
fine photos," he says, "such fair rates
('did you say only $22.50 for 3 pic-
tures, $6 each after that?') — and such
wonderful service ('one-hour delivery,
you say?') — why, had I but known
about you I would have called you
long ago." Well, next thing he does is
set our name down (like Abou Ben
Adhem's) to lead all the rest of the
photographers on his list. Soon, of
course, he calls us for an assignment
and from there on in he gets top
grade photos and we have another
satisfied account. (Here are a few of
them: Association of National Adver-
tisers — Advertising Federation of
America — Bristol-Myers Co. — S.
Hurok — Lord &: Taylor — New York
Philharmonic — Seeing Eye — Visit-
ing Nurse Service of New York.) Why
don't you call now and have our rep-
resentative show you a few samples
of our work?
BAKALAR-COSMO
PHOTOGRAPHERS
111 W. 56th St., N.Y.C. 19
212 CI 6-3476
108
v and radio
— --*
□ Robert H. Teter has moved to station and
general sales manager for WNHC-TV, New
Haven. Teter has a long background in
the agency and station rep fields as well as
station and group operations. He was most
recently vice president and director of ra-
dio at Peters, Griffin, Woodward, a posu
tion he held since 1957. Prior to that he
was executive assistant to the president oi
Westinghouse Broadcasting Co. From 1947-55, Teter was at KYW,
Philadelphia, and before that in the agency business.
Mort Bassett has formed his own radio-tv
rep firm after several years in broadcasting
and advertising. Starting with NBC Sales
in 1936. he became media buyer and assist-
ant radio director for Morse International
from 1941-47. For the next 10 years Bas-
sett was with John Blair, leaving to become
owner-manager of WROD. Daytona Beach.
He subsequently joined Robert E. Eastman
as vice president and New York manager and was most recently
executive vice president of Broadcast Time Sales.
William L. Brown is the new national
sales manager for WMBD (AM-FM S* T\ I.
Peoria, 111. He's been with the station ap-
proximately five years and has been serving
most recently as station manager of tin- am
outlet. Before joining WMBD. Brow n spent
two years with the Ralph H. Jones agenc]
as field representative on behalf of the
Kroger Company. He's worked in various
capacities at WCPO (AM & T\ l in Cincinnati, WLW-WLW T. also
Cincinnati, and \YC\H. the radio station in Quincy. Fla.
George W. Cyr has been appointed direc-
tor of programing for WNAC-TV, Boston.
C\ r has over 14 years of experience in
creating, directing, and producing local
programs and network originations for
CBS stations WDAU-TV and WCBI. Scran-
ton and for NBC stations. WNBK-TV,
Cleveland. WGR-TV. Buffalo, and WRCV-
TV, Philadelphia, where he was program
manager and film buyer. A graduate of Twin Cities Television Labo-
ratories, he's received many citations from industry groups.
SPONSOR
2 april 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"Even the best checking sources can't furnish an advertising agency with an
accurate account of what happened to every spot," points out John C. Moler,
general manager, WHN, New York, and president, Storer Radio Inc. Any-
one can make a mistake, says Moler, but the good broadcaster will "get the
information back to the agency or rep as soon as the error is discovered."
With Storer since 1959, Moler was formerly managing director, WIBG,
Philadelphia. He began in radio at WKY, Oklahoma City, rising through
sales to director of radio.
What happens when we goof?
here is no business or product that depends more on
the integrity of the seller than national spot radio and
elevision.
Here is a product the buyer rarely, if ever, sees or hears.
True, he gets an affidavit from the seller that his advertis-
ng was carried at such-and-such a time on a certain day.
3ut such affidavits usually fail to note the effectiveness of
he announcement, as delivered, the preceding or follow-
ng commercial or programing content (Boy, how I'd hate
o advertise citrus fruit right after James Cagney smashes
hat grapefruit into Mae Clark's face on the Late Show!),
he audio or video quality of the station when the spot was
lired, and the myriad of other factors that go into suc-
•essful broadcasting.
With very few exceptions, national spot advertising is
)laced through an advertising agency. Not even the larg-
st of the giants can afford to have agency personnel out
n the field monitoring every spot. They must depend on
he integrity of the broadcaster to deliver what he offer for
'ale, and to deliver it exactly the way he said he would,
urthermore, even the best checking sources can't furnish
n advertising agency with an accurate account of what
appened to every spot on every station on its schedule,
t could be done, of course, but the cost would be more
Han the actual schedule. Even then, the quality factors
ould be missing; and I'd hate to face the payroll of a
lajor agency which set out to check the checkers.
But assuming all this is being done, the problem that
lagues the buyer — in this case, the agency — still is very
mch with us. When a spot campaign goes well, the
gency hears nothing. But let a station goof in Dubuque,
eattle or Detroit, and Racine, Minneapolis or Cambridge
ear about it the next morning from the district manager,
eld representative or local broker. By mid-morning the
gency is on the receiving end of a call from Racine, Min-
eapolis or Cambridge. The fact that the agency knows
nothing whatsoever about the goof and the client knows
all about it isn't designed to improve dispositions along
Madison or Michigan Avenue. Nor does it help station-
agency relationships in the next go-round.
Now make no mistake about it. any broadcaster, pub-
lisher, sign poster or skywriter will make an occasional
mistake. The broadcaster probably is in the most perilous
position for the reason that he can't stop a press to correct
a mistake, and he has so many variables with which to
contend — human or mechanical failure, misunderstanding
of last minute instructions, delay in receiving material, etc.
But the good broadcaster will break his neck to rectify the
error immediately, and to get the information concerning
the goof back to the agency or his national representative
as quickly as humanly possible.
There is always an excuse for an honest mistake; there
is never an excuse for trying to hide it or not notifying the
client — in most cases the agency or rep.
At Storer Broadcasting Co., and I'm sure this applies to
most good operations throughout the industry, we are
under instructions to get the information back to the
agency or rep as soon as the error is discovered. We're
fortunate, too, in having the Storer qualitv control depart-
ment which demands that everything aired on the station
be recorded and retained for three months. Frankly, as a
station general manager I'm just as concerned with how
Storer quality control rates my operation as what my com-
mercial clients think of me. A good score in the first gen-
erally means I have nothing to worry about in the second.
In broadcasting there's more to good buying and selling
than coverage, dial position, and rating position, impor-
tant as those factors are; it's the integrity of the broad-
caster with whom you are doing business. This of course,
applies to every business. It's like the old saw in the fur
business: if you don't know furs, know your furrier. Hap-
pily, I know of few 'fast buck boys' in broadcasting. ^
PONSOR
2 april 1962
109
SPONSOR
Curtis in trouble
The news, released last week, of the sweeping changes and
reorganizations now taking place at the venerable Curtis Pub-
lishing Company in Philadelphia must be regarded soberly
and thoughtfully, even by the most prejudiced members of
the broadcast industry.
For months there had been rumors of trouble at Curtis,
and the new plans for circulation curtailments, personnel
shifts, and issue limitations for the Saturday Evening Post
and Ladies' Home Journal bear witness to the seriousness of
the situation.
According to Curtis' own admission, a major factor in its
publishing problem has been tv competition.
But no one in broadcasting should be so short-sighted and
narrow-minded as to regard this with a selfish feeling of
satisfaction.
What we're seeing in the Curtis crisis is one of those awe-
some changes which can take place with even the most solid,
and firmly established American institutions.
For more than three generations, Curtis, had seemed as
imperishable a part of American life as Plymouth Rock, or
apple pie, or the Washington Monument.
But every old order changes, giving place to a new. And
what has happened in Philadelphia can happen to any other,
seemingly solid institution.
It can happen to tv or to radio, as we know it today, unless
as Governor LeRoy Collins points out, we are determined to
make ourselves, the masters, not the victims of change. (Re-
read the excerpts from the Governor's last year speech, page
67.)
Visit us in Chicago
If you are in Chicago this week for the 40th Annual NAB,
we hope you'll visit sponsor at the Presidential Suite at
Essex Inn (right across from the Hilton.)
Our suite number is 1102-1104. We have a Polaroid spe-
cialist on hand to take your picture, and we want to present
you with a framed photo as a convention memento.
Furthermore, we just want to see and talk with you! ^
lO-SECOND SPOTS
Actors: Johnny Carson, who recent-
ly finished negotiations with NBC
TV to take over the Jack Paar slot,
pointed out to one of the network's
lawyers that they could learn a great
deal from Walt Disney. "Disney,"
he hold them, "never has trouble with
his tv stars. When a performer's
price is too high, he doesn't tear up
the contract — he tears up the actor."
Ultimatum: A southern station, af-
ter having to haggle over rates, final-
ly came up with an ROS schedule
that would fit a small advertiser's
budget. The next day it received a
telegram reading: ''Either give us
traffic time or count us out.' —
Stores." Wired back the station:
"One, two, three, four, five, six,
seven, eight, nine, ten."
Educational television: Jeff Chaney
of Charlotte, N.C., is a devoted and
enthusiastic fan of the Debbie Drake
show on WSOC-TV. He loyally sits
in front of the television set every
day to watch the show. His reason
for watching is a little different from
normal motives that impel one to
watch Miss Drake daily. It's not
really because he is anxious to see
the charming, shapely Debbie Drake.
Nor does he care about keeping trim
or reducing. But by watching the
show he learns to count. So far he
has learned to count up to 20. Jeff,
by the way, is only two years old.
Never keep a lady waiting: On
Wednesday, 20 March, Jacqueline
Kennedy was pre-empted on the ABC
TV network — by President Kennedy.
Because the White House gave per-
mission to telecast the President-
news conference live, ABC TV went
on the air at 4 p.m., EST, the regular
starting time for ABC News' Journey
to the East — with Mrs. John F. Ken-
nedy."' a weekday newscast sched-
uled during the three and one-half
weeks of Mrs. Kennedy's visit* to
Rome. India, and Pakistan.
But the President didn't keep Mrs.
Kennedy waiting long. Journey to
the East, sponsored by the Mavbel-
line Co., was telecast for that on<
day only from 4:30 to 4:35 p.m.
EST, immediately following the news
conference.
110
SPONSOR
2 APRIL 1962
to 6 of America's Top 10 Markets
o straight to the big-buy, big-waliet audiences with RKO
eneral . . . largest, most powerful independent radio and
V chain. RKO General stations beam your message to 6 of
ie top 10 markets plus one of the South's richest
ver RKO General your product is straightaway
lentified with the integrity of adult pro-
ramming . . . gets the coverage that unlocks
emendous purchasing power.
'hether you use radio, television or the
Duble exposure of both, you'll sell the largest
arkets more efficiently over RKO General
stations . . . markets where 67 million consumers live, work
and buy. Contact your nearest RKO General station or your
RKO General National Sales Division office for details on the
chain that's basic to any national advertising buy.
NATIONAL SALES DIVISION OFFICES
New York : Time & Life Bldg., LOngacre 4-8000
Chicago: The Tribune Tower 644-2470
Hollywood: 5515 Melrose, Hollywood 2-2133
San Francisco: 415 Bush St., YUkon 2-9200
A GENERAL TIRE ENTERPRISE
NEW YORK WORAM/FM/TV
DETROIT CKLWAM FM/TV BOSTON
SAN FRANCISCO kfrc amfm
LOS ANGELES khj-am/fm/tv
VnSeTWORK MEMPHIS WHBQ-AM/TV
WASHINGTON, D. C. wgmsamfm
people are funny!
(they even like to poke fun at themselves)
"People Are Funny" helped them along. For seven years on network television, it had people laughing at ther
selves and enjoying every minute. In that time, it scored a 37.4 average audience share . . . one of the most enviab
records in nighttime television. ■ That's why, when NBC Films offered it as a first-run daytime program, it regi
tered $500,000 in sales in under four weeks! That's all the time it took for fifteen stations to schedule the pr
gram into their daytime strips. They were quick to recognize how this overwhelmingly popular show is just wh
daytime viewers go for. ■ Why not join the company? You get 150 "People Are Funny" pro-
grams—each good for the biggest marketful of laughs around. People in your area will go
for it. So will sponsors. Let NBC Films show you how it fits your programming needs.
NBC HIM
RECEIVED
iOr>
196£ APRIL 1962
40c a copy • $8 a year
WBCGtl\l£kMLL13RARy
SPONSOR
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
Are multiple rates
for prime time spots
more confusing than
practical?... Page 23
Nabisco ad director
H. F. Schroeter says
what he thinks of tv
pitches . . j Page 32
PAGE ONE
AWARD TO
"Newspaper Guild of New York 'Page One' Ci-
tation to WOR-Radio for J>0 years of service,
particularly in the field of news."
This singular recognition by professional jour-
nalists is received with great pride.
WOR provides the most complete news cover-
age in broadcasting.
It is the only New York station that broadcasts
15 minutes of news every hour, on the hour, all
day. And each of these newscasts is rated first
in its time period.
News leadership is one of the reasons why more
advertisers use WOR than any other station in
the market.
RKO
OR -RADIO 710
enerai oDation
LAST MILE
Len Deibert. a local newsman, assigned to a WMAL-TV news truck following a
VIP motorcade along the parade route from the White House to the airport, was
nervous about getting back to the station in time for his evening TV newscast.
He decided to see if he could estimate the time for the entire trip. After they had
crept along for 10 minutes, he turned to his companion. WMAL-TV newsman
Hank Wilson, and asked: "How far is it from here to the north entrance of the 14th
Street bridge?" Hank, a puzzle fan, answered: "Twice as far as it is from here
to the White House." After crawling along for 3 miles more and crossing the bridge,
Len gave it one more try. "Now, how far is it to the airport?" he asked. His cryptic
companion replied: "Half as far as it is from here to the north entrance of the 14th
Street Bridge."
They reached the airport 15 minutes later, leaving just enough time for our friend
to get back to town. How far is it from the White House to the north entrance
of the 14th Street bridge and from tbe north entrance of the bridge to the air-
port— assuming they traveled at a constant rate?*
* Your client's message travels at a constant rate, too, on WMAL-TV — FAST. Verify
this with the simplest arithmetic . Buy minute participations in one of WMAL-TV's 4
daily half-hour news programs (1:30 p.m., 6:00 p.m., 7:00 p.m. and 1 1:00 p.m.). Sit hack
happily and watch the results add up. While you're sitting hack, work out the solution to
the puzzle. Correct answers will rate one of our usual apt awards.
Puzzle adaptation courtesy Dover Publications. New York 14. N. Y.
wmal-tv
Washington, D. C.
An Evening Star Broadcasting Company Station, represented by H-R Television, Inc.
Affiliated with WMAL and WMAL- FM, Washington, D. C.j WSVA-TV and WSVA, Harrisonburg, Va.
;.
THEY* SAID IT!
THEY* PAID FOR IT!
ANOTHER PHILADELPHIA
RADIO STATION MADE A SURVEY
GUESS WHO WAS FIRST?
(THEY WERE)
BUT...
AMONG "PRIME ADULTS
(AGE 20-49)"
WPEN IS SECOND!
AHEAD OF ALL
NETWORK STATIONS!
"name supplied upon request
Represented Nationally By GHI-Pema, Inc.
IM
PHILADELPHIA
iPONSOR • 9 APRIL 1962
fxCLUSIVEs!
The big favorites are on the
big station in Madison. Music
personalities:
Clark Hogan, Tom Hooper,
Roger Russel, Bob Rahman.
Homemaker's friend Luella
Mortenson.
Madison's favorite weather-
man Jack Davis.
Farm and markets reporter
Roy Gumtow.
Big time sports:
The Green Bay Packers, The
Milwaukee Braves and those
hot Wisconsin Badgers!
Plus CBS Radio news, fea-
tures and top personalities.
Exclusive Favorites?
Proof is in the listening!
NCS '61. 10,000 watt
WKOW/1070 is first in total
weekly homes — first in total
audience.
You get more reach . . . more
sales impact . . . 28% more
counties than station B. And
61% more than station C.
Phone H-R or Ben Hovel in
Madison.
~-Jon u I r/oe
CBS IN MADISON
WKOW/1070
Wisconsin's Most Powerful
Full-Time Station
TONY MOE, Vice-Pres. & Gen. Mgr.
WKOW represented nationally by K-R
plus
WKOW-TV— represented by Young TV
Midcontinenl Broadcasting (-roup
WKOW-AM and TV Madison • KELO-
LAND TV and RADIO Sioux Falls, S. D •
WLOL-AM, FM Minneapolis-St. Paul •
KSO RADIO Des Moines
© Vol. 16, No. IS • 9 APRIL 1962
SPONSOR
THE WEEKLY MAGAZINE TV, RADIO ADVERTISERS USE
ARTICLES
Multiple rates in prime tv time — Yes or No?
23 ["rend toward multiple rate- for prime time chain breaks has provoked a
big controversy, sponsor gets comments from both proponents, opponents
Esty, D-F-S shun media talk
27 Observers Bee one agency a> a tight, highly organized shop, the other as a
decentralized, 'several-agencies-in-one' shop ninth article in top 10 series
More on radio's creativity
29 Broadcasters are coming up with dozens of highly imaginative new devices,
techniques for increasing selling power of radio updating former series
Schroeter, Nabisco, and ad pitches
32 Director of National Biscuit Company's ad department and new chairman
of broadcast ad committee of ANA i- hailed for integrity and drive
Suddenly I was a teen-age timebuyer
34 ' know it sounds kookie. Everybody on our block said I would wind up
doing time; there I was buying it." Confessions of a 17-year-old buyer
Lanolin Plus' fresh tv face
36 Compam credits t\ wi'h startling since-- of its nail enamel and lip-
stick. Earlier campaign sparked current $1 million, three-month tv buy
NEWS: Sponsor-Week 7. Sponsor-Scope 15. Sponsor-Week Wrap-I p 48.
Washington Week 51. Spot-Scope 52. Sponsor Hears 54, Tv and Radio
Newsmakers 60
DEPARTMENTS: Commercial Commentary' 12, 555/5th 20.
Timebuyer's Corner 38, Radio Results 41, Seller's Viewpoint 61. Sponsoi
Speaks 62, Ten-Second Spots 62
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. Hen Boder:
senior editor, Jo Ranson; Chicago manager. Given Smart; assistant news
editor. Hey ward Ehrlich ; associate editors, Mary Lou Ponsell, Jack Lindrup.
Ruth S. Frank, Jane Pollak; contributing editor. Jack Ansell; columnist, Joe
Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial re-
search, Carole Ferster; special projects editor, David Wisely.
Advertising: assistant sales manager, Willard L. Dougherty; southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spangler: western
manager, George G. Dietrich, Jr.; production manager, Leonice K. Mertz.
Circulation: circulation manager. Jack Rayman; Sandra A b ram o will
Lillian Berkoj. John J. Kelly. Lydia Martinez.
Administrative: business manager. Cecil Barrie: George Becker Mi
chael Crocco, Jo Ganci, Syd Guttman, Judith Lyons, Charles Nash. Lenore
Roland, Manuela Santalla, Irene Sulzbach.
Member of Business Publications
Audit of Circulations Inc.
IIIIIIIHrH.ll Will
© 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., FAirfa«
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. Othf
countries $11 a year. Single copies 40<. Printed U.S.A. Published weekly. 2nd class
postage paid at Baltimore, Md.
SPONSOR
9 VPRIL 1962
Excerpts from an address by
LESLIE C. BRUCE, JR.,
Director of Advertising, Purex Corporation, Ltd.
Before the Association of National Advertisers
"Based on Nielsen data, Purex original Special telecasts during the
entire 1961 calendar year reached an average of 27% more homes
than all other Specials of all varieties and length on the three net-
works combined in the like period.
"In addition, these same Specials delivered Purex an average cost
per thousand homes per commercial minute 53% below the average
comparable cost of all evening network television in prime-time,
also according to Nielsen data.
"Secondly, the Press — TV columnists, commentators, etc. — have
given Purex highly favorable publicity and recognition. We have
estimated on the basis of articles alone which have specifically
mentioned the company and /or its brand names to be worth
close to $1,000,000.00 had we been able to purchase such space
commercially.
"While this aura of distinction is admittedly difficult to measure, I
believe any company would more than welcome the unusual good-
will such press generates and which has resulted in valuable word-
of-mouth commendation in virtually every corner of our business
operations!'
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PONSOR • 9 APRIL 1962
The beauty and talent of this great actress and comedienne were
A ^ " vJ known everywhere. Despite her fame in the early 1900s,
comparatively few people were privileged to see her perform.
Today, on WGAL-TV, an outstanding entertainer is
._- # m _ seen by countless thousands. Worthwhile programming
1_ 1 1 111 I "11 assures a vast and loyal audience for WGAL-TV advertisers.
Audience
Ckcuuvd <f
Lan
caster, Pa. Jfiffe
NBC and CBS
STEINMAN STATION if
McCollough, Pres. E?^
c
\ T.
Representative:
The MEEKER Company, Inc.
New York Los Angeles
Chicago j San Francisco
Anna Held
V
I --..
Couitesy ol The Bettmann Archiv*
SPONSOR • 9 APRIL 1961
Latest tv and
radio developments of
the week, briefed
for busy readers
9 April 1962
SPONSOR-WEEK
COLLINS: HERO OF NAB
Collins stiffens to FCC,
Minow softens approach,
Chicago:
For the first time Gov. LeRoy Col-
lins, president of the NAB, emerges
with impressive leadership as a re-
sult of his stand on behalf of broad-
casters here last week.
Broadcasters at the NAB conven-
tion were saying Collins is now a
bulwark between them and the FCC.
Stated one, "The Governor is really
earning his salary now."
At the same time FCC Chairman
Newton Minow has become a man
no longer so much feared. The con-
sensus was that his speech was
relatively mild.
There was none of the sensation
of the 1960 NAB convention repeated
this year. In fact, NAB president Le-
Roy Collins showed he could take
the initiative in counter-criticism of
the FCC, while FCC Chairman New-
ton Minow, far from starting another
uproar over tv, devoted most of his
remarks to constructive suggestions
about radio.
Collins, speaking on Monday, made
these salient points:
• He called the FCC hearings in
Chicago "unfair" because all licen-
ses were questioned while only cer-
tain ones were up for renewal.
• He insisted that broadcasters
must follow the NAB self-discipline
code more closely and asked for a
closer liaison between the networks
and the code.
• He called for suggestions to
solve the over-population problem.
gets solid trade support;
suggests radio conference
• He attacked a recent Judicial
Conference Resolution which keeps
broadcasting from covering judicial
proceedings.
Minow, speaking on Tuesday, set
the tone by asking his audience to
recall the two most memorable words
of his speech last year. Instead of
identifying them as "vast wasteland"
he said they were "public interest."
Minow, devoting most of his
speech to radio, stressed these as-
sertions:
• Public complaints — such as
those heard in Chicago — will be
taken seriously and are not to be
dismissed lightly.
• An "informal, face to face, shirt-
sleeves working conference" is
needed by radio to work out its
problems.
• The FCC might act to curb ra-
dio's over-commercialization.
• He suggested the FCC might
raise the limit of network o&o's. now
seven.
• He proposed a moratorium on
am licensing while the "inflation" of
the airwaves is studied.
• He seemed to favor radio merg-
ers as a solution to over-population.
• He described some radio as
"astonishly good" but noted it was
also "incredibly bad" in other places.
"Too many stations have turned
themselves into publicly franchised
(Continued on page 8, col. 3)
(For NAB Highlights and Side-
lights, see p. 10, cols. 2 and 3.)
NO BRIDE, FEW GUESTS
FOR BURNETT SUITE
Chicago:
Leo Burnett agency's experi-
ment in running a hospitality
suite at the Conrad Hilton dur-
ing the NAB convention last
week — designed to let timebuy-
ers and broadcasters get to-
gether— was far from a total
success.
Traffic in the suite was re-
portedly very light and com-
plaints were heard that it was
hard to get to.
P.S. If you were looking for
the suite and couldn't find it,
the room number was 2205 —
the bridal suite.
P.P.S. Burnett plans to do it
again next year but with better
advance preparation.
NBC adds $10 mil. more
for fall nighttime tv
NBC TV wrote $10 million (esti-
mated) in fall nighttime business
during the week beginning 26 March.
Major buys were made by Ford in
Hazel, Schlitz Saturday movies,
Mogen David in Jack Paar, Sterling
Drug in Sam Benedict, Block Drug
in Laramie, American Gas in Dick
Powell, Miles in Saints and Sinners
and Andy Williams.
NBC also signed American Cyana-
mid and Schlitz for additional cur-
rent business, and wrote $2 million
more daytime for the present sea-
son to P&G, Norwich, and S. C. John-
son (returning to the network after
a four year absence).
SPONSOR • 9 APRIL 1962
SPONSOR-WEEK 9 April 1962
SWEENEY TO LEAVE
RAB NEXT FEBRUARY
Kevin Sweeney announced last
week that he would resign as presi-
dent of RAB in February 1963. He
has been president since 1954.
Sweeney advised the RAB board
of directors last August that he
wished to leave as soon as the three
year firm portion of his contract had
expired.
Frank Fogarty, Meredith Broad-
casting; Harold Krelstein, Plough
and Weston C. Pullen, Time-Life,
members of the selection commit-
tee, have been choosing a replace-
ment since last October.
Sweeney's statement in leaving
indicated that his successor would
probably be named by mid-summer
1962. A RAB spokesman indicated
that Sweeney had no plans to an-
nounce at this time.
NAFMB elects officers,
considers, ARB study
Chicago:
Newly elected president of the
National Association of FM Broad-
casters is T. Mitchell Hastings, Jr.,
succeeding retiring president Fred
Rabell, KITT, San Diego.
Other officers are v. p. Arthur K.
Crawford, KCBH, Beverly Hills; treas-
urer Abe Veren, WQAL, Philadelphia,
and secretary Bill Baird, Jr., WFMB,
Nashville.
The NAFMB were addressed by
Dave Garroway, who now has an ac-
tive financial interest in fm listing
magazines.
In the fm area there is a move-
ment afoot to work with ARB to get
out some statistics on characteris-
tics of the fm audience. The fm
broadcasters feel it would go a long
way to promote sales of the medium.
Four objectives the survey may at-
tain are determining national fm
penetration, measuring national
(Continued on page 48, col. 1)
Gardner explains new
marketing set-up
ST. I. iM is
More than 300 media, re-
search, ami marketing people
met in St. Louis late last month
to learn about Gardner's reor-
ganized marketing department.
Another 100 attended a second
session last week. The plan it-
self started 15 March.
Gardner has appointed three
marketing directors: Warren
\\ iethaupt, Stanle) Mat/., and
Don Osten. Three media su-
pervisors are: Ralph Neuge-
hauer. Roliert Faust, and Pat
Schinzing. Six assistant media
supervisors are: Don Willen-
burg, Lam Zeman, Man How-
ard. Peter Van Steeden, Claude
Bruner. and Kell\ O'Neill.
Other new appointments were
these: Ralph Franklin. Jean
Drewett, and Norman Peskind
as research supervisors; Martin
Rerutti and John Hussev as
senior analysts; Sol Israel as
marketing services supervisor:
Charles Brodersen as chief esti-
mator: Mary Alice Tayon as
administrative assistant, and
Mark Munn as advertising re-
search supervisor.
ABC CLAIMS 24-MARKET
NIELSEN NETWORK LEAD
ABC TV says it is back in the lead
when it comes to nighttime aver-
ages. The network points to the
Nielsen 24 Market report for the
week ending 25 March.
The three nets' commercial pro-
grams, 7:30-11 p.m., Monday-Sunday,
averaged out as follows: ABC TV,
19.2; NBC TV, 18.4, and CBS TV, 16.9.
Furthermore, ABC says it had the
top rated show, Ben Casey, with
32.3, six points ahead of Hazel in
second place. And in the top 20
ABC placed nine shows compared
with NBC's six and CBS' five.
Collins: hero of NAB
(Continued from page 7, col. 2)
juke-boxes," he said.
Gov. Collins encouraged stations
not to fear controversy or criticism.
"The broadcaster who strives to
please all the people all the time is
one who abandons his obligations
to be creative and consigns his con-
science to a deep freeze."
Collins warned that too much gov-
ernmental criticism could be bad.
"If a broadcaster is to live under
the threat of public thrashings, un-
der legal auspices, by anyone with
a grievance, then he is encouraged
not to be good, but to be acceptable;
not to do his best, but to get by
with the least possible dissension."
Convention post-scripts
Chicago:
Many observers expect a cut back
in hospitality suites next year. It's
said 200 this year were too many
and split up traffic too many ways.
Automation and color made the
big splashes on the equipment front,
with RCA's redesigned items getting
special attention. A new four-tube
color camera and a high speed film
recording system were shown.
ABC affils' new officers
The board of governors of ABC
TV affiliates re-elected John F. Dillie
(WJSV-TV, South Bend) as president
for second term.
Other officers elected were vice
chairman Thomas Chisman (WVEC-
TV, Norfolk), secretary W. W. War-
ren (KOMO-TV, Seattle), and treas-
urer Martin Umansky (KAKE-TV,
Wichita). A new member of the
board is Lawrence T. Rogers, II
(Taft).
KUTV appoints Petry
KUTV, Salt Lake City, will be rep-
resented by Petry-Tv effective 1 May.
Petry will also handle the 63 radio
stations of the International Net-
work.
8
SPONSOR
9 april 1962
Now available for local programming
67 full hours fresh off NBC Network
sold to
New York WPIX
Chicago WGN-TV
Los Angeles KTTV
Detroit WWJ-TV
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Tucson KVOA-TV
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Phoenix KOOL-TV
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Ft. Wayne WPTA-TV
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I ^t_^ Cra 598 Madison Ave., New York 22, N. Y.
tv film syndication PLaza 9-7500 and principal cities everywhere
SPONSOR- WEEK/ 9 April 1962
BCH has June start
for spot radio system
Chicago:
The first of three proposed central
billing services for broadcasting will
start actual operations on 1 June.
John E. Pal-
mer, presi-
dent of Broad-
cast Clearing
House, an-
nounced last
week that
BCH's spot
radio service
John Palmer would begin
on that date.
BCH hopes to add a tv service by
fall. Each of its services is done
with the participation of the Bank
of America and provides confidential
protection for all clients.
Palmer said that automated, cen-
tral billing holds out three "prom-
ises" for the industry: increased use
of media by simplifying billing, low-
ered internal operation costs need-
ed to process a spot buy, and serv-
ice to agencies of accurate, revised,
and final schedule statements.
MST STATES VIEWS,
ELECTS OFFICERS
Chicago:
About 220 broadcasters represent-
ing almost all 160 members of the
Association of Maximum Service
Telecasters met here last week for
the sixth MST meeting, the largest
in the history of the association.
MST supports proposed all-chan-
nel receiver legislation and also
backs a moratorium on shifts of
vhf to uhf to allow the public time
to equip sufficient homes.
The group opposes dual operation
by stations on both vhf and uhf, and
also stands against short-spaced
drop-ins.
Jack Harris, KPRC-TV, Houston,
conducted the meeting as president
and was re-elected to a new term.
10
iiiiiiiiiiiiiiiiiiiiujI
CHICAGO: NAB HIGHLIGHTS AND SIDELIGHTS
It is quite unusual for a rep to call a press conference at a conven-
tion, but Petry did it at the start of the week.
Taking up the public service angle, Marty Nierman of Petry said that I
Petry tv stations donated $33 million worth of time to public service
during 1961— an 81% increase over Petry-repped stations in 1959.
The question of how future employees should be trained came up 1
and the attention of a panel was turned to high-level professional prep-
aration in colleges.
Present college courses were criticized for not being tough enough.
The people on the panel were: Eldo Campbell, v.p. of WFMB, Indian-
apolis; Dr. Stanley Donner, Stanford Univ. speech dept.; Dr. Glenn Star-
ling, tv consultant of the Univ. of the State of N. Y.; P. A. Sugg, exec, j
v.p., NBC o&o's, and Dr. Robert E. Summers, Univ. of Texas.
A joint NAB-APBE (Association for Professional Broadcasting Edu- 1
cation) study covering 2,345 radio and tv managers and employees, past I
and present, gives more personal facts about people in the industry
than have ever been available.
For instance: radio managers average age 41, tv managers 44, and
employees, 35. The tv manager earns $20,000, the radio manager $12,500, I
j the tv employee $8,700 and the radio employee $6,500.
About a third of general managers moved up from a prior sales
1 manager's post; one out of five moved up from program manager.
Half the managers graduated from college and another third at- |
| tended college; about one-third of employees graduated from college. I
Managers reported trouble finding good newsmen, continuity writers,
and salesmen.
College courses were criticized for being out of date and for paying
too little attention to economic aspects.
NAB president LeRoy Collins proposed that the U. S. Supreme Court |
test the resolution of the Judicial Committee banning radio/tv from the I
I court room.
The resolution keeps broadcasters out of judicial proceedings and 1
! even courtroom corridors.
Stereo multiplex will be standard for fm someday, predicts Fred
Rabell of KITT, San Diego.
Said Rabell, speaking on Fm Day, "I think that eventually the entire
: medium of fm will be stereo — and it should be."
Ben Strouse of WWDC, Washington, said it was like opening "a can
of worms" in asking whether the term "multiplex" or "stereo fm" should
be used.
Harold Cassens chief of the FCC Aural Facilities Branch, popped
I this suggestion: "I think we ought to call it Hi-Hi-Fi-Fi!"
The first trans-Atlantic exchange of live tv via a communications
satellite will probably take place in June.
A tracking station is being built in Maine by the three U. S. tv
networks under USIA supervision, confirmed director Edward R. Murrow.
illlllllllllllllllllllllllllllll>ll!llllll!!!:ill!llll!llllllll!!llllll!lllll illllllllllllljIllllillllM
More SPONSOR-WEEK continued on page 48
i9ZZj
1962
40 years ago April 13, 1922 a
/ sound came to State Street from atop
the roof of The Fair Store ... a sound
which was destined to become one of the
Nation's most powerful radio voices . . .
WMAQ. 50.000 watts strong and clear . . .
now celebrating 40 years of service to
Chicago and the Middle West.
The 100-watt signal of 40 years ago, her-
alding the birth of Chicago's pioneer radio
station, also marked the start of a fantastic
new era in communications, entertainment
and service. In the following decades.
WMAQ led the way in the development
of radio from a fad in the "Roaring Twen-
ties" to the world-spanning communica-
tions giant of today.
WMAQ is proud of a distinguished record
of broadcasting firsts, including . . .
First broadcast of a series of educational
programs ... in cooperation with the
University of Chicago.
First broadcast of a musical apprecia-
tion program.
First and only Chicago broadcast of the
Presidential nominating conventions in
1924.
First to broadcast a regular daily sched-
ule of major league baseball . . . the Chi-
cago Cubs.
First to broadcast an intercollegiate
football game . . . University of Chicago
vs. University of Kentucky.
First to broadcast a two-way trans-
Atlantic telephone conversation . .
between Chicago and London.
For four decades, Chicago and all Mid-
America have tuned to WMAQ for imagi-
native, rewarding Quality Radio con-
stantly alert to the tastes and desires of
the entire area the station is privileged to
serve.
And, WMAQ Quality Radio has never
been better than today's SOUND OF
THE SIXTIES, a total broadcast service
providing an ideal balance between enter-
tainment, news, information and public
affairs features designed to serve the needs
and interests of the vast Mid-America
audience. The most modern broadcast
equipment, including Chicago's newest
transmitter, provides the finest possible
reception.
Long-established favorite personalities
such as Henry Cooke, John Holt man, Phil
Bowman. Jim Conway, John Doremus,
Len O'Connor and Jack Eigen, supple-
mented by the unsurpassed news and
informational programming of the NBC
Radio Network, set the pace in Chicago
radio. WMAQ enters its next 40 years re-
dedicated to maintaining and expanding
the highest standard of service demanded
by the astronaut age with its boundless
new broadcast frontiers.
40 Years of WMAQ . . . Good Listening
Anytime... But Never Better Than NOW!
WMAQ
NBC Owned
Represented by NBC Spot Sales
DIAL 670
£B
Henry Cooke
6:00-9:55 a.m.
Monday thru Friday
Saturday too
6:00-9:00 a.m.
John Holtman
10:05-11:55 a.n
Monday
thru
Friday
Phil Bowmar
12:05-1:55 p.i
Monday
thru
Saturday
<*3p>
John Doremus
4:05:5:55 p.m.
Monday thru Saturday
7:05-10:30 p.m.
weekdays
thru
Friday
w3
Jack Elgen
1" 15 p.m.-1:30 a.i
Monday
thru
Saturday
SPONSOR
9 april 1962
11
who knows
better than
my salesmen
how our spot
schedule on
WSUN pays off?"
THIS IS HOW C. J. STOLL. MOBILE HOME
DEALER IN ST. PETERSBURG. FLORIDA.
AND PAST PRESIDENT OF THE NATIONAL
MOBILE HOME DEALERS ASSOCIATION.
FEELS ABOUT WSUN RAD:0.
'Whenever we prepare a budget for
advertising mj 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 lx» sjxmt 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!
Ratings vary from survey to survey;
the true yardstick is SALES! Dollar
for dollar by any survey, your best
Tampa - St. Petersburg buv
WSUN radio 62
Tampa -St. Petersburg
Noll. Rep: VENARD, RINTOUL & McCONNELt
S.E. Rep: JAMES S. AYERS
12
by John E. McMillin
Commercial
1 commentary
I've heard that song before
At the final New York judging for the Third
American T\ Commercials Festival a couple of
weeks ago, the one comment I heard most often
at the Johnny Victor Theatre was. "the general
level is higher — but there aren't as main really
outstanding commercials this year."
Al Hollender of Grey, who was there both as
a judge and to select a block of entries for show-
ing to the 4As meeting at White Sulphur Springs later this month,
put it this way, "There are darned few that make me want to say —
gee, I wished we had done that one."
You ma) or may not agree with this judgment when you see the
1962 Festival prize-winners which Walk Ross will be unveiling at
the Waldorf and a number of other points throughout this country
and Canada, beginning 4 Mav.
Personally I happen to agree, though I v\ould be the first to admit
that we judges are apt to become somewhat jaded and blase, after
three annual go-arounds of staring at hundreds of t\ spots.
Perhaps if you come on them fresh they will seem prettv marvel-
ous, and some of them are, of course.
In any case, I think you're bound to feel that, taken as a whole.
they're a credit to the industry, particularly in the areas of beauty,
good taste, and slick professional execution.
But the real value of the Tv Commercials Festivals (and I've been
saving this now since 1960) lies not in the awards, or citations, or
in the agency, industry or craftsmanship pride they engender.
Their real value lies in the superb opportunity they provide for
members of the business to study and think about tv techniques.
Remember the Terraplane?
This year, for instance, one unusual and highly imaginative Ford
commercial, b\ reminding me of an experience I had as a fledgling
advertising copywriter nearly 30 years ago. taught me a television
lesson I'd never fully understood before.
The commercial itself, which is titled "Seascape" and features a
Ford Galaxie. shows a car racing across and apparently through a
thundering background of sea and surf and fleecy, foamy clouds.
It was the car-and-cloud part of the effect which rang a bell for
me. It took me back to 1933 when I worked in Detroit with Mark
Wiseman, then director of advertising for Hudson Motors on an
ill-fated series of magazine advertisements.
Hudson's banner car in that gloomy Depression year, was a pre-
compact compact called the Terraplane. I wonder how many of you
remember, or even have ever heard of it?
Wiseman, who had been copy chief at the old Blackman agency .
had fallen in love with some superb aerial photographs of cloud
1 1 'lease turn to page 42)
SPONSOR
9 April 1962
If it's HEWS,
it's on the WWJ Stations
^^^,
Newsman Dick Westerkamp
Newsman Paul Williams
Newsman Dwayne Riley
-~ \
Newsman Don Perrie
I'i
Newsman Kirk Knight
Newsman William Fyffe
' j*if%* -v-..
Newsman Ven Marshall
Newsman Britton Temby
• 13 man staff of Radio-TV news specialists
• NBC world-wide news correspondents
• Newsgathering resources of The Detroit News
THE
WWJ news WWJ-TV
STATIONS
OWNED AND OPERATED BY THE DETROIT NEWS • NATIONAL REPRESENTATIVES: PETERS, GRIFFIN, WOODWARD, INC.
SPONSOR • 9 APRIL 1962 13
Can you identify these well-known addresses?
H 221-B Baker Street
0 77 Sunset Strip
I] 350 Fifth Avenue
H 10 Downing Street
@ 1600 Pennsylvania Avenue E 3 Rue Royale
Before checking your educated guesses against
the answers given below, consider the implications
of our little quiz:
77 Sunset Strip is perhaps the best known
address in this or any other land.
With reason.
In the many seasons of its success on ABC-TV,
77 Sunset Strip has succeeded in ranking among the
top-rated shows.
Currently, it is finding a weekly welcome in
some 15,000,000 TV homes.*
Consider, too, the character of these homes.
In younger homes, homes where the head of
the house is under 40, 77 Sunset Strip ranks 6th,
with an average audience rating of 30.4.
In larger homes, homes with 5 or more in the
family, 77 Sunset Strip ranks 8th, with an average
audience rating of 32.4.
These younger, larger homes are, of course,
America's biggest spenders.
Advertisers wishing to reach them with grati-
fying impact need look no further down Television
Lane than 77 Sunset Strip... returning for its 5th
successful season on ABC-TV.
Answers: [a] Sherlock Holmes' home, fj] Em-
pire State Bldg. \c\ The White House, (d] You
guessed it. \e\ Prime Minister, « D^% T%#
Great Britain, [f] Maxim's. ABC "TV
♦Source: National Nielsen TV Index — January-February, 1962, Average Audience, all evening programs Mon.-Sun., 7:30-11:00 PM.
»i
Interpretation and commentary
on most significant tv/ radio
and marketing news of the week
SPONSOR -SCOPE
9 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Have you as a seller of spot tv wondered why P&G hasn't yet joined the piggy-
back parade?
You can be assured that the Cincinnati giant has been watching the growth of this com-
mercial device with considerable attention and soul searching.
Where the soul searching comes in : if the company were to adopt the piggyback concept
for its minutes in late fringe time and these twin commercials produced a triplespotting situa-
tion, could P&G then complain about stations triplespotting around P&G's network
shows?
Patently, this problem is a hard to rationalize dilemma. It's a case of the leader and
bellwether letting competitors take advantage of a budget-trimming gimmick (that is, for
individual brands) rather than retreat from a preconceived principle.
(For an updated report on the piggyback contention see 2 April sponsor, page 29.)
The big break of the week for spot radio : American Oil's decision via D'Arcy to
spread out into the medium at an estimated expenditure of around $2 million.
That development makes Amoco the leading spot radio client placing its business
through Chicago.
(For more details on spot see SPOT-SCOPE, page 52.)
As the picture shapes up right now, the six leading tobacco companies will alto-
gether have 53 commercial minutes on the nighttime tv networks weekly this fall.
In round figures this represents between $1.9-2 million dollars a week in time and
talent billings. And this does not include sports to which practically all of them are also
strongly addicted.
It would almost be safe to estimate that the sextette will over the season be spending in
the neighborhood of $125 million on network tv advertising.
Total weekly commercial minutes of regular programing by company: R. J. Reynolds,
1714 ? American Tobacco, 10; Philip Morris, 7^4 ; L&M, 6^4 '■> Brown & Williamson,
6 }/2 '•> Lorillard, 5^.
What distinguished fall sales activity on the tv network front last week were the
commitments made for sports by Gillette (Maxon) and Ford (JWT).
The facts and dimensions by account:
• Gillette, in addition to a renewal of the Saturday Night Fights, contracted with ABC TV
for a quarter of the combined American Football League games-Wide World of Sports package
and the AFL All-Star game. Total billings: $9.5 million.
• Ford picked up a quarter of the NCAA football games and three-eighths of the National
Football League package at a cost of a little over $6 million. The contract for the NCAA
events was on a one-year basis rather than the two-year arrangement that CBS TV
had originally proposed.
ABC TV daytime is prof erring a sweetener for summer prospects.
The proposition: all ABC TV daytime advertisers will get four bonus spots for every
10 they buy for the period starting 4 June and ending 31 August.
This brings the price per minute down to $2,150 from around $2,800.
Not included, of course, in the special inducement, is the Ernie Ford strip.
i
SPONSOR • 9 APRIL 1962
15
SPONSOR-SCOPE confirmed
Judging from post-convention expressions, last week's NAB gathering in Chica-
go will probably go down as a milestone in two notable respects.
1) The emergence of LeRoy Collins as a surefooted, aggressive, eloquent lead-
er of the broadcasting industry, as a trade organization chief who within the period of a
year took deep cognizance of his industry's ramified problems in light of pressures from a
new FCC administration and put them all in sensible, but firm perspective.
2) The unprecedented proposal by an FCC chairman that industry leaders and
the commission jointly engage in an informal conference which would sympathet-
ically, soberly and constructively probe the problems and weaker chinks of the ra-
dio industry and try to find ways of both strengthening and infusing this medium with greater
vitality and stability. This facing up to the actual economics of radio is perhaps the most
hopeful and vibrant note struck at an NAB convention in many years.
To put it mildly there was quite a contrast in spirit with that of the year before, as the big
convention came to an end. What obviously gave broadcasters their biggest lift was the reali-
zation that FCC chairman Newton Minow has shelved his shillelagh tactics, at least
for the time being, and instead has embarked on an effort to understand the nature of
the business and work with it in a spirit of amnity, council and constructiveness.
(For detailed reportage of the NAB convention see Sponsor Week, page 7.)
ABC TV appeared last week to have hurdled the question of affiliate reaction
to the replacement of Ollie Treyz with aplomb and assurance that everything was
hunkydory as far as the stations were concerned.
Sideline observers at the affiliates meeting which preceded the NAB convention gathered
the impression that the stations were happy and relaxed about the setup.
P.S.: Some affiliates after the meeting suggested that it might be nice to con-
vey to Treyz some expression of their gratitude for the job he did but added they were
afraid that this might be construed as a lack of confidence in the new regime.
The migration of media people into programing continues among the Madison
Avenue agencies: the latest such move taking place at Benton & Bowles, with Lee
Currlin, v.p. and manager of the media department emigre.
The new man assigned to the vacated post is Bern Kanner, who has carried the
stripes of v.p. and associate media director.
As explained by Lee Rich, B&B senior v.p. in charge of both media and programing,
Currlin wanted to expand his diversity of tv experience and he's getting the oppor-
tunity. For the time being, he'll be programing executive without portfolio.
Note: Rich himself started the flow of media executives into tv programing.
The bars have apparently gone down at the tv networks against any more toy
business and this, it would seem, means that the overflow will be winding up in spot tv.
From network reports there's a huge chunk of toy money still in quest of tv
placement.
Why the networks are not interested in the surplus: the bidders for toy time (1) are
primarily interested in Saturday a.m. and (2) restrict their participation to the five
weeks before Christmas.
ABC TV is also loaded with toy accounts in the new fall kid series, Discovery, and
wants no more of them there.
TvB estimates that the toy field will be spending over $12 million in the medium dur-
ing 1962. It's a 300% jump over five years.
16
SPONSOR
9 april 1962
SPONSOR-SCOPE continued
General Mills has elected to continue the overwhelming bulk of its tv empire
with NBC TV, effective with the start of its crop year, 1 June.
The renewal extends over the Mills' three quarter hours a week daytime, the 12:55
news strip, Saturday morning participations in kid shows, the Bullwinkle show and
an alternate half hour of Empire.
ABC TV has taken to heart the lesson it learned this season about not letting
the competition get a head start on unveiling the new program line.
The plan is to bow in the new programs as early as possible in September.
It's ABC TVs belief that it would have done much better in this season's rat-
ings if it hadn't let NBC TV, in particular, get the jump in providing viewers with
first sampling of new series.
ABC TV's explanation for its slowness last fall: it was pretty well sold out for the full
1960-61 season and couldn't afford to bump off this business until the 52-week
cycles had expired, whereas NBC TV had the advantage of being heavy with sustainers
during the summer.
P.S. : ABC TV isn't putting any promotional accent on which network has got
the younger and larger family audience. It seems that this season the edge on this
score has drifted over to NBC TV, providing it doesn't wind up neck-and-neck.
P.P.S.: The ABC TV sales theme for the fall schedule has this focus: the ideal
is balanced program and its schedule every night of the week offers something for every-
body.
Looks like Shell Oil (K&E) will repeat on CBS TV during the 1962-63 season
the same assortment of institutional fare: 11 international golf games and four
Leonard Bernstein Young Peoples Concerts.
In time and program the institutional packages runs to around $2.5 million.
The coming season is one in which NBC TV affiliates won't have a single prime
time half -hour which they can call their own.
For a while the network gave them a couple, but the party line as now delivered to affil-
iates is this: we need all the prime time we can get in order to give you the best of
programing alignment and to put us in a strategic position to compete with the other
networks.
CBS TV daytime, according to hints dropped by network salesmen, will apply
something of a new look to its morning schedule come the fall.
They're also intimating there'll be a change or two in the afternoon strips.
The way that NBC TV has been raking in summer business may be even a
good omen for spot tv. Among those that came in last week with 13-week con-
tracts (June- July-August) were S. C. Johnson (FC&B), Lipton (Y&R) for instant
tea and Norwich Pharmacal (B&B).
In gross billings the three buys represent $1.1 million.
Incidentally, they're all entitled to a 40% summer discount. Where the summer dis-
count doesn't apply at NBC TV now: if the account is getting a comprehensive 60%
discount over a 12-months period.
CBS TV's loss of the Scott Paper (JWT) business to NBC TV for the 1962-
63 season is an inclusive one: daytime goes along with nighttime, all adding up to $5
million.
At night its an alternate week of Ensign O'Toole and for daytime four alternate
quarter-hours a week. ABC TV has some daytime for the same account through Bates.
JNSOR • 9 APRIL 1962
17
SPONSOR-SCOPE continued
The boys with the fast pitch and a knack for wooing a fast buck are trying to
invade local radio in larger numbers than ever.
You can tell them by these trademarks : ( 1 ) a quest for the least desirable time and
wholesale buys that twist the ratecard into a pretzel; i 2 i lengthy transcribed talks
that are supposed to be instructive or educational but are actually part of the
sales pitch; (3) offering trade-outs in the way of gift-prizes and then coming up with
a proffer of money, if this is turned down.
Perhaps the most active among this gentry are the peddlers of hastily slapped-to-
gether booklets ranging on how to make a killing in real estate or the stock market
to how to put yourself in the big earning executive class.
SPONSOR-SCOPE herewith lists a smattering of prices for new fall program
The following prices are
all net, showing the
number of originals
and repeats:
PROGRAM
NETWORK
ORIGINALS (NO.)
REPEATS (NO.)
Mr. Smith Goes Wash.
ABC TV
$ 61,000 (39)
$ 4,000 (13)
Gallant Men
ABC TV
112,000 (36)
33,000 (14)
Roy Rogers
ABC TV
105,000 (35)
31,500 (15)
Beverly Hillbillies
CBS TV
55,600 (36)
15,500 (16)
The Nurses
CBS TV
117,500 (35)
32,500 (17)
Jackie Gleason
CBS TV
126,990 (34)
76,500 (4)
Higgins
ABC TV
63,000 (38)
16,000 (14)
Stoney Burke
ABC TV
125,000 (36)
19,600 (16)
Ensign O'Toole
NBC TV
56,000 (32)
22,000 (20)
The Builders
ABC TV
55,000 (39)
no charge (13)
The Young Men
NBC TV
* 32,000 (32)
22,000 (20)
McHale's Men
ABC TV
62,500 (36)
no charge (14)
11th Hour
NBC TV
*36,000 (32)
25,000 (20)
Empire
NBC TV
125,000 (32)
40,000 (20)
McKeever & Colonel
NBC TV
45,000 (31)
15,000 (18)
* These represent the package cost (time and talent) per commercial minute.
Radio sports networks may find themselves in no small difficulty this baseball
season in the matter of recruiting station outlets.
More and more stations are beginning to come to the conclusion that the liabilities
outweigh the advantages.
Like (1) have to move commercials en mass twice a year (April and October)
and (2) finding at the end of the baseball season that it has to start all over again
building a loyal audience.
And most of all, having to face up to the product conflicts engendered between
the types of sponsors attracted to these network shows (such as beers and cigarettes)
and the station's regular spot clientele.
How do you define the difference between rote buying and strategy buying in
spot?
Here's how some media knowledgeables draw the line:
Rote buying: working from a formula, hewing to fixed positions and applying a
pre-conceived set of standards.
Strategy buying: adapting the client's needs and problems within the framework
of the seller's own situation and problem.
For other news coverage in this issues see Sponsor- Week, page 7; Sponsoij
Week Wrap-Up, page 48; Washington Week, page 51; sponsor Hears, page 54; Tv
Radio Newsmakers, page 60; and Spot Scope, page 52.
18 SPONSOR e 9 APRIL IS
mLWADKHB
l
HOW MANY VOICES
SHOULD SPEAK TO -AND FOR
1,063,000 PEOPLE?
Storer Broadcasting Company believes the printed word is not. enough to inform, guide
and serve 1,063,000 people. Thus, WIT I -TV* is now the authoritative broad-
voitc in Milwaukee. It has a vital role to till! ... to agree when agreement is proper — to
dissent when the occasion demands — to speak without fear or favor — and induce a>
\\ hen needed. This is another example of the v\av Storer suits its programming to the needs
of the communities it serves. IMPORTANT STATIONS IN IMPORTANT MARKETS,
* Represented hy Storer Television Safes, Inc,
LOS ANGELES
KGBS
Philadelphia;
triBG
CLEVELAND
WJW
NEW YORK
WHN
TOLEDO
irsPD
DETROIT
WJBK
MIAMI
IVGBS
MILWAUKEE
WITl-TV
CLEVELAND
WJW-TV
ATLANTA
H'AGA-Tf
TOLEDO
irSPD-TC
DETROIT
HiBK-rr
STORER
BROADCASTING COMPANY
PORTLAND
OREGON...
IT'S
EYE-CATCHING
"TV-timed" housekeeping is a
pretty common practice nowa-
days. In Portland, and 34 sur
rounding Oregon and Washington
counties, many women have it
timed so close that their between-
chores breaks coincide perfectly
with their favorite TV shows. This
timing is fortunate for KOIN-TV,
the station Nielsen credits with
most total daytime homes. This
means it's a good deal for KOIN-
TV's clients, too.
KOIN-TV
®
Channel 6, Portland, Oregon
One of America's great influence
stations
Represented Nationally by
HARRINGTON, RIGHTER &
PARSONS, INC.
Give fhem a call, won't you?
20
555 5
Passing on the tribute
I would like to acknowledge the hon-
ors bestowed upon me in sponsor's
10 March article, "Timebuyers of the
South' and through you express my
appreciation to the nice people whose
comments the article quoted.
In all truth, those comments were
less a tribute to me than a tribute to
my agency and its philosophies. This
to me is a comforting realization, for
I would be appalled if I thought that
I by nnself had to live up to all the
qualities described in that article.
On behalf of Clay Stephenson As-
sociates. Inc., my warmest thanks to
you and to your surve\ respondents.
Helen Sanford
media director
Clay Stephenson Assoc.
Houston
The big affair in Chicago
Reading your column [Commercial
Commentary] in the 26 March is-
sue of sponsor and realizing that
come the 10th of April I will have
been in this broadcasting business
for forty years leads me to express
my concurrence with your thoughts
in NAB conventions.
During a great many of these past
years, I used to attend the NAB con-
ventions. The recent years, however,
I have not attended them for the very
reason that you state. They have be-
come such a three-ring circus that
you often come away more confused
than you were before you went. I.
also agree with you that a lot of the
other smaller meetings, and especially
some of our state association meet-
ings, are proving to be more valuable
to the broadcaster than the big affair
in Chicago.
It still may be a lot of fun. but it's
a Ions way to go for that.
E. J. Cluck
director public relations
Carolina Broadcasting
Charlotte
Thanks for ten questions
Both Bob and I were quite pleased
with the "Post-'48's: Ten Questions'
story [12 March] which was well
packaged by your writer. Again,
many thanks for \our keen interest
in this project which should prove to
be of considerable \alue to all con-
cerned.
Harvey Chertok
director
advtg. & publicity-
Seven Arts Assoc.
New York
A plus note on cigar story
A belated but well-meant thanks fol
your interesting article on Admira-
tion Cigars ["Radio: best dollar re-
turn'] in your 26 Februarj issue.
It was obvious to us around here
that vou certainly did a very thor-
ough job of research on the cigar in-
dustry.
SPONSOR is in rather shorl >u|>|il\
in this agency — in fact, my copy is,
I am sure, in our Los Angeles Office
b\ now. Therefore, if you would,
please send me one more copy of
that particular issue.
Again m\ thanks for this story.
Michael \. Winter |
North Advertising
\ ew York
A copy for my son
A number of weeks ago your SPONSOil
column {Commercial Commentary, lol
December 1961] was devoted to al
sort of open letter to the son of anl
advertising man. You did a great!
job of establishing advertising as anl
important and completely ethical pro-
fession.
For the obvious personal reason II
would like to have my son. who isj"
about to enter college, read that col|
umn.
May I have a reprint?
Glenn Gilbert
Birmingham. Wiclm
SPONSOR
9 APRIL 1961
QUEEZES . . .
t's a lot ! But
you watch as
ti-image after
ti-image
olves . . .
't/es to multi-
■>{ after multi-
a« ! Right, it's
•but easy
ie it's film
in the plot!
does the
unusual...
How to say "99 squeezes" (mak
every last squeeze count). How t
say "soapy . . . soapier . .
soapiest!" How to do it all wit
such zest that the new Brillo Soa
Pads sing out in the mazes of mart
everywhere !
Answer: Do it in words and pic
tures. Put it to music. On film, o
course! Because film gives yo
commercials, crisp, vivid, excitini
— the way you want them-
and when!
And that's not all ! Film provide
the optical effects you require fo
sharp, high-polish commercials; ii
addition, assures you the con
venience, coverage and penetratioi
market saturation requires.
For more information, write
Motion Picture Film Department
EASTMAN KODAK COMPANh
Rochester 4, N.Y.
East Coast Division
342 Madison Avenue
New York 1 7, N.Y.
Midwest Division
1 30 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 ol
Eastman Professional Motion Picture
Films, Fort Lee, N.J., Chicago, III.,
Hollywood, Calif.
ADVERTISER:
Brillo Manufacturing Co., Inc.
AGENCY:
J. Walter Thompson Company
PRODUCER:
Elektra Film Productions
<ir>
v
Why Monkey with the Metro...
The CHARLOTTE TV
MARKET is First
in the Southeast
with 595,600 Homes*
Charlotte
City Limits
«%
CHARLOTTE
595.600
Fables have persisted for years aboutj
market's size by the Standard Metropolitj
Savvy Monkeys see no metro, hear no
metro — because they know that it's the total
that counts!
Speaking of delivering, WBTV reaches§43.4% more TV
Homes than Charlotte Station "b".**
>w to judge a
Area concept.
letro, speak no
Homes delivered
mM -lv
Atlanta
562,600
Miami
556.600
i
I
WBTV
.1
k
i
New Orleans
418.200
Louisville
409,900
Norfolk-
Portsmouth
309,000
"fc
•Television Magafin
•-NCS '61-Nightly
••196
% 1
2
CHANNEL 3 ^^ CHARLOTTE / jeffebson standard broadcasting company
Represented Nationally by Television Advertising TvA,R I Representatives, Inc.
22
SPONSOR • 9 APRIL 1962
SPONSO R
9 APRIL 1962
MULIIPLt tiAItb
III DDIMC TU TIME
in rniifiL i ■ iimc
YES OR NO?
Where do you stand
on this controversy?
1 he trend toward multiple rates for prime time
chainbreaks appears to be growing rapidly — and
according to its vociferous proponents, among them
i Theodore F. Shaker, president of ABC TV owned
and operated stations division — it will make for
the most practical rate card in the industry.
On the other hand, there is a hardy group of dis-
sidents who view with considerable alarm the link-
ing of nighttime rates to the ratings. However,
Shaker and his colleagues this week denied that
the quoting of varying rates for various spots in
sponsor • 9 APRIL 1962
prime time was creating confusion and extra work
among media buyers.
KABC-TV, Los Angeles, an ABC o&o. took the
first step in this direction with its rate card effec-
tive 1 February. Said Richard O'Leary, general
sales manager of KABC-TV, about the new rate
card: "It was not solely a desire on our part to
avoid the myriad of headaches involved in working
with pre-emptible spots that motivated us to elimi-
nate such rates. It was also our feeling that we
have been approaching the entire matter of pricing
23
Proponents of the multiple rates for prime time chainbreaks
TED SHAKER DICK O'LEARY ELTON RULE
pres., ABC o&o TV Stations gen. sis. mgr.. KABC-TV, Los Angeles v.p. & gen. mgr., KABC-TV
NEW MULTIPLE rates for prime tv time are not based on c-p-m, according to enthusiastic advocates. Ratings, they say, are merely a guide
prime station break? from the wrong
aii^le. \\ hat other industn ask? its
customers to adhere to stiffer terms
and conditions when buying the least
desirable merchandise? If. on the
contrary, we could build decided ad-
vantages into these lower-rated an-
nouncements, the) would not only
become easier to sell and handle, but
we might just enable some advertisers
to get back into prime time where
they should be. and would be but for
the untenable nature of the pre-empti-
ble spot. The resultant easing of the
squeeze in fringe minutes also would
benefit both buyer and seller in that
area. We hope that our new method
of pricing prime time is the answer."
One of the basic reasons for break-
ing prime time into more than two
categories is the excess of supply over
demand created by the 40-second
breaks, Shaker told sponsor.
"\\ here 18 ratings used to stay
pretty well sold and 13-1 7s mo\ed in
season, we now have to sustain many
of these announcements," Shaker ob-
served.
In Shaker's opinion, buying of spot
t\ has changed completely in the pa«t
12 months. Buying of network has
too, he noted. There's much more
elasticity in networks' accepting mi-
nute orders and networks allowing
people to buy for a two-week cam-
paign, he said. They're buying last
minute now.
"So, this kind of buying, in my
opinion, has changed the section
card."' Shaker said. "There was a
definite use for the section card at
one point, but this made section I. II.
and III card completeh inoperative
as far as our organization was con-
cerned."
Shaker said the "Prime 1 thru
Prime 5" station break announce-
ments on KABC-TV acceptance on
agency levels has been excellent. He
indicated that KGO-TY. San Fran-
cisco, another ABC o&o. was also
thinking of adopting multiple rates
for prime spots. According to reports,
KGO-T\ will have five prime time
rates starting this month.
The KABC-TV rate card states all
prime announcements are available
on a flat-rate, fixed position, no mini-
mum-expenditure basis. The station,
has the option of raising the rates of
the "Prime 2 thru Prime 5" an-
nouncements on 30 days notice. \n
advertiser in a prime break where the
rate is being raised has two weeks
time in which to notify the station ol
its intention to continue with the an-
nouncement at the increased amount
or to select an alternate announce!
ment.
Shaker was asked if the new prime
time rate card would lead to a guar-
anteed cost-per-thousand. "No, it can
never lead to a guaranteed cost-per-
thousand." he insisted. "Some areas
are just worth more than others to a
station and to an advertiser."
Shaker noted that KWT. CBS staj
tion in Los Angeles, because of its
extreme strength on Saturday and
Sunday nights, has a completely dif-
ferent rate or the weeknd than it does
for other nights. WCAU-TV, Phila-
delphia, has had a somewhat similar
card to the one that KABC-TY has.
only they have three rates in prime
time.
"The reason for five in Los Angeles
is. we have. like many other stations.
high highs and low lows and we want
to be able to sell both of these,
:-
24
SPONSOR
9 april 1962
Shaker explained. "But we know that
advertisers won't buy those lows and
pay anywhere near the same price as
the highs."
Shaker was positive that the new
KABC-TV rate card "was the simplest
rate card with the exception of the
old three classifications of A. B and
C time that were used 10 years ago."
He also was certain that it offered the
advertiser a greater flexibility in se-
lecting the kind of adjacency he wants
and can afford."
Not only is KABC-TV offering
users of Prime 3, Prime 4 and Prime
5 announcements, "the same favorable
fixed terms that we give to the fortu-
nate 'hot-spot' buyer, but we have
deliberately built into them greater
reach and frequency than obtainable
with any Prime 1 or Prime 2 for the
same total weekly expenditure,"
O'Leary said. "A recent special NSI
survey we had taken substantiates
this."
Industry reaction, as indicated pre-
viously, was wide and varied, chill
and warm. "It seems to me that sta-
tions adopting this pricing system
are doing nothing more than effecting
a reconciliation of their unbalanced
rate structure," Leslie L. Dunier, v.p.
in charge of radio-tv. Mogul, Williams
& Saylor, told sponsor. "I've heard
it said that stations turning to this
system justify the move by pointing
up their attempt to conform to the
c-p-m standards established by agen-
cies," Dunier said. "This is a some-
what startling piece of sophistry in
view of the fact that most agencies
don't buy strictly according to cost-
per-thousands. At MW&S, for in-
stance, we examine the total schedule,
not just one or two isolated spots."
Dunier said the variable pricing
plan does complicate the rate card
needlessly. "Keep this up and we can
do away with sales reps, buyers and
analysts; we'll simple turn over the
business to IBM," he declared.
The trend toward quoting varying
prices on prime time availabilities
was frowned on by Peter M. Affe,
stataion manager for WNBC-TV, New
York, who said that "a gilt-edge prod-
uct should not be sold on a bargain
counter. "We do not question a sta-
tion's perrogative to set an evaluation
on its choicest merchandise.'" Affe
said," but the growing trend set b)
some stations in offering too many
discount plans is harmful to the ad-
vertiser in the long run, and to the
broadcast industry." Stations who
price their prime time announcements
according to ratings, are pulling sta-
tions into the hands of rating serv-
ices, according to Affe. Rating serv-
ices, as Affe sees it should be used
as an industry guide for time-buying
and programing, not as a pricing or-
ganization.
A more sympathetic view was taken
by Peter Bardach, associate media di-
rector, Foote, Cone & Belding, who
said: "We welcome any recognition
of the fact that certain time positions
attract less audience than others and
are therefore priced commensurate
with the value of the audience size
delivered. This is just one more vari-
ation of the pre-emptible or section II
type of discount."
PRIME 1 -
■ $1200
PRIME 2 -
$1000
PRIME 3 -
$800
PRIME
4 - $600
PRIME 5 -
$400
Mon
10:30
Sun
9:30
Sun
7:00
Sun
1
6:30
Tues
7:30
Thurs
8:00
Mon
8:00
1 1
7:30
1 1
10:30
1 1
9:30
1 1
8:30
1 1
8:30
'-
i
8:30
i
Mon
7:30
1 1
10:00
ii
9:00
it
9:00
1 1
9:00 i
Tues
8:00
Wed
7:30
ii
9:30
ii
9:30
1 1
10:00
n
10:30
ii
8:00
Fri
9:30
1 1
10:00
Tues
8:30 |
Wed
9:00
1 1
8:30
Wed
10:00
■•
9:00
Fri
8:30
Fri
7:30
11
10:30
Wed
9:30 i
I
it
10:30
ii
8:00
Thurs
10:00
Thurs
7:30
Sat
7:50
Sat
8:00
n
10:30
Sat
6:00
ii
8:30
Fri
9:00
n
9:00
II
10:00
1 1
9:30
Sat
7:00
ii
10:00
10:30
■«— —
!
tatm*mmm*.
KABC-TV execs describe new "Prime I thru Prime 5" station break announcement card as a radical concept and most practical in industry
SPONSOR • 9 APRIL 1962
25
Wholehearted approval came from
Len Soglio, broadcast media super-
visor, Hicks & Greist, who observed:
'it is true that if ever) station went
to multiple rates, the problem of
keeping abreast of ever-changing rates
— and <il new rates as the\ are estab-
lished could get verj complicated.
But there are several advantages to
having a sliding scale of prices. Foi
one thing, we would he able to bin
more creatively and effectively. For
another, in borderline cases where
a client may not be able to afford to
apply sales pressure in prime time at
one particular rate, he may he able
to use time on other days effectively
and well, and at a lower rate. In this
instance, the client benefits from
prime time exposure at a price he
can afford, and the station can ob-
tain additional revenue."
"It would undoubtedly further
complicate the rate card by the sheer
mechanics of making it bigger," said
Graham Hay. headbu\er at Compton
Advertising. "But it does recognize
the highs and lows of a station's pop-
ularih and to that extent enables a
realistic pricing of the various spots."
\\ hat these stations and others are
doing, according to Hay, is definitelv
a move toward a guaranteed c-p-m.
The multiple rate system was de-
scribed b\ Dan Denenholz, v.p. and
director of research and promotion,
The kat/ Vgency, as another varia-
tion of 'preemptible rates" and a fur-
ther step in adding more time brack-
ets and special feature rates, which,
if generally adopted, would lead to
more rate complications, rather than
to simplification.
Another dissenter was H. D. "Bud"
\cuwirth. v.p. and director of Metro
Broadcast Sales. ''We have done ev-
erything to streamline our rate card
so that it will make it easier to buy
us," he said. "Don't sell just your
highest rated time period and let the
other go begging, or he sold off at
fire sale rates, but achieve, instead,
the sale of your station's facilities so
as to deliver to your advertiser your
station's total audience. In this re-
spect, two masters are served. ( 1 ) the
advertiser gets maximum circulation
or his money and 12) the station
achieves maximum revenue for its
time."
Still another jaundiced view of the
mallei was taken 1>\ Robert H. Boul-
ware. associate media director,
Fletcher Richards. Calkins & Holden,
who held that if stations make indi-
vidual spot availabilities, it would in-
deed cause complications. "Credibil-
il\ ol ratings would be stretched and
cause questions about their sensitiv-
ity," Boulware said. "The agency's
life would be further complicated by
costl) administration of spot sched-
ules and excessive replacement of
timebuyers, due to creeping insanity."
Multiple rates should be eliminated
and all advertisers should be allowed
the same rate regardless of the in-
dividual marketing pattern of his
products," Stu Eckert, broadcast hu\ -
er, Doherty, Clifford, Steers & Shen-
field, said. "With the system adjusted
to a single rate for chainbreaks, it can
increase advertisers in the use of the
medium and allow advertisers to feel
secure in the knowledge that no other
advertiser is receiving a more advan-
tageous rate because of, let us sav.
simply geographic location."
From a representative's standpoint.
[Please turn to page 43)
Skeptical viewers of the new multiple rate prime time card
PETE AFFE LESLIE DUNIER JIM O'GRADY
manager, WNBC-TV, New York v.p., r tv. Mogul Williams & Saylor exec, v.p., Young-TV
CRITICS of the Prime I thru 5 Plan and similar devices maintain that this will make the media buyer's job even more complicated than today
9 april 1962
flil i!^lili!!ll!ll!!l|ilii!l!iill!ll!!lllll!!lllll!!lilll!lllll!li!ll!lll!ll!!l!llllllll!llfB
How industry observers 'sum up' Esty, D-F-S
WILLIAM ESTY CO.
ikEsty men combine program-sense and price-sense. Many agencies are con-
scious both of quality and cost, but few match Esty when it comes to marry-
ing the two. Another thing: the feet ahvays know what the head is doing at
Esty. The operation, you might say, is all of a piece, an entity."
DANCER-FITZGERALD- SAMPLE
"The upper echelon — media supervisors ami associate media tlireetors, in
particular — are mostly top-notch men, well-trained, knowledgeable, sharp,
fair. The trouble is simply at the lower level. The buyers, for example, are
not only young — they're always on the move. Dancer's philosophy, you
might say, is one of de-centralization rather than unity."
Inside the top 10 spot agencies: 9. WILLIAM ESTY; 10. D-F-S
ESTY, D-F-S SHUN MEDIA TALK
W Esty is considered a tight, highly organized house,
'influenced' by R. J. Reynolds but 'equally fair' to all
^ Dancer is seen as 'many small agencies under one
roof,' strong at the top but 'loose at the lower levels'
I here's no more alert media de-
partment in the business/'
"Thorough. They investigate sta-
tions with unerring skill."
"Their philosophy of buying is as
sound as it is straightforward."
"Fine liaison with accounts, sturdy
relations with broadcasters, reps. The
buyers are relaxed and orderly,
knowledgeable and respectful."
"They come closer than any other
agency to spending a client's monev
as if it were their own."
These are some of the accolades
heaped by reps, stations and clients
upon the media department of Wil-
liam Esty Co. Harnessing some $67.2
million for radio/television in 1961
— 809? of its advertising total —
Esty's industry-wide respect stems as
much from personality as from char-
acter. Here and there may be a pot-
shot, a criticism of method, but rare-
ly, if at all, of manner.
Much of this esteem can be linked
directly to the agency's dominance
by a single advertiser, R. J. Rey-
nolds Co., without appreciable sac-
rifice — say most observers — of its
other accounts. It is estimated that
Reynolds' budget comprises 50 to
60% of the Esty total, an ad expen-
PIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH
EDITOR'S NOTE
In contrast to the other
eight top spot agencies, Wil-
liam Esty Co. and Dancer-
Fitzgerald-Sample did not
wish to "talk." While re-
specting their autonomy,
SPONSOR nonetheless felt
an obligation to its readers,
and so went "outside" for
its "inside." We are grate:
ful to the various industry
sources who aided us. Next
week we will finish our 10-
part series with a summary.
Elii
SPONSOR
9 april 1962
27
Two, say reps, who make Wm. Esty tops
JOHN PEACE
president
diture of more than $50 million last
year. Of this, over 45' ^ went to net
tv, 12.2'; to spot tv. 14' ; to radio.
Tenth among the nation's spenders,
Reynolds' sales in 1961 were up
1 I ' < . earnings 169? > a rise (similar
to 1960's over 1959's) for which the
tobacco company's management cred-
its Esty's loving care.
"But this unique one-account influ-
ence isn't really injurious to the less-
er lights," one source told SPONSOR.
"Naturally. Reynolds' budget seems
staggering compared to Ballantine's
WALTER G. SMITH
v.p. in chg. of media planning
I $8-9 million), Sun Oil's ($5-6 mil-
lion) or Union Carbide's ($2-3 mil-
lion), but the same buying skill is
there. Y\ hatever else you say about
them, the Esty boys don't short
change."
One of the examples most stations
and reps proffer when they speak of
William Esty's reputation for thor-
oughness and skill is the agency's
annual, rather exhaustive, rite of ex-
amining radio program logs. Spot
radio's biggest taker, Esty instructs
stations I it uses 400-plus for Rey-
Two, say reps, who make D-F-S strong on top
CLIFFORD L. FITZGERALD
chairman of the board
CHESTER T. BIRCH
president
nolds) to submit a particular week's
log, usualK 6 a.m. to 7 p.m.. prior to
am contract commitments on their
part. These logs are studied to as-
sure 15-minute intervals between cig-
arette commercials, no double spot-
ting for Reynolds' copy and no over-
crowding of commercials in general,
cither in half-hour or hour segments.
In addition, market factors and sta
tion management are given more
than cursory attention.
"You're evaluated, re-evaluated, re-
re-evaluatcd." as one rep states it.
"Then you're confronted with price
and rating."
It is these latter — price and rating
— which constitute the only real area
of disagreement among reps and sta-
tions in their evaluation of Esty's
buying techniques. Some contend
that for all the agency's emphasis on
"quality stations," its eye is sharply
turned to a value. Others feel that its
buyers' heavy reliance on surveys
(especially in radio, where Esty is
known by some reps as a "Hooper
shop") shows much less liberal
thinking than its media surface re-
veals. Still others (those mainly con-
cerned with tv spot) are divided be-
tween the contention that Esty is not
at all bound by numbers, and the
contention that numbers, in reality,
are its bible. On the other hand —
"An Esty buyer is never hard to see,
and he never fails to listen. He elab-
orates, with painstaking detail, on the
agency's media plans and objec-
tives."
The industry, in general, credits
much of Esty's "media planning and
spot buying sharpness" to the agen-
cy's youthful president, John Peace,
who came from media and who
"combines creative and administra-
tive know-how"; and to Mark Bvrne,
vice president and media director;
Walter G. Smith, vice president in
charge of media planning; and Har-
old B. Simpson, associate media di-
rector. Among buyers, those most
frequently cited as "always with it'
are Jack Fennell ( Reynolds) and
Phil McGibbon (Nestle)".
"If anything," says an impressed
station manager, "Esty's men are its
meat. Their longevity is testimony
enough to the agency's reputation as
(Please turn to page 43)
28
SPONSOR • 9 APRIL 1962
Part one of two parts
MORE ON RADIO'S CREATIVITY
^ Broadcasters from coast to coast are coming up with dozens of highly imaginative
new devices and eifective techniques for increasing the selling power of radio
^^ome 19 months ago SPONSOR un-
dertook an in-depth look at the cre-
ative selling aids employed by local
radio stations. It came up with sev-
eral vitamin-packed findings, among
them the fact that there is a whopping
amount of creativeness and fresh
ideas to be found in radio. This
week sponsor launches the first of a
two-part report in the nature of an
extension survey, on what radio, at
the grass-roots level, has been doing
in recent months to prove that it is
"America's most creative ad medium."
Significantly, most of the promo-
tional endeavors encountered in the
SPONSOR survey call for modest ex-
penditures. Tie-ins and tie-ups, in
some instances, have been clever al-
terations and mutations on old themes
but. above all, they have sparked ap-
probation from clients and, impor-
tantly, helped to make the cash reg-
isters ring merrily.
To stimulate traffic to a client's
door and to increase consumer de-
mand for products advertised on ra-
dio, numerous broadcasters, it is
plain to see, have soared into the
skies via jets and helicopters, dived
beneath the sea and emerged with a
deep rash of fertile and remarkablv
ingenious devices to aid and abet ra-
dio advertising on the local level.
Taking a swift leaf from astronaut
John Glenn and keeping abreast of
Project Apollo's upcoming journey
to the moon, many broadcasters in
the L nited States have built them-
selves snazzy mobile "satellite" stu-
dios not for nuclear test detection
purposes, missile defense or possible
contact with Jupiter but to help spon-
sors sell more cabbages, sealing wax
and instant coffee. It is indeed an
integral part of today's creative radio
landscape. In this age of space and
satellites, numerous broadcasters are
appearing on the scene with custom-
rmii'gii ■■!■!■
Broadcasters latch on to 'outer space' motif
CREATIVE SELLING stations build special campaigns to meet needs of clients. (Above)
KXLY, Spokane, conducts 'Woman From Outer Space' promotion for client using theme, 'Out-
Of-This-World Values.' (Below) WKZO Radio, Kalamazoo, has mobile studio, 'Satollite 590'
SPONSOR
9 APRIL 1962
29
built mobile studios, buill a la Proj-
ecl Mercury, designed for grand
openings, special sales, fairs, borne-
comings and celebrations and praise
Allah — it is paying off handsomely,
according to station operators. It is
regarded as 21st Centurj exploitation
in a 20th Century habitat.
\\ K/O. Kalamazoo, to cite hut one
instance, has kept pace with moon-
orbital junket thinking h\ construct-
ing what it likes to label as it- "Satel-
lite 590 mobile studio equipped with
the latest transistorized "ear. The
station reports that this mobile ob-
ject has proven a wortln promotion
vehicle as well as a mone) maker.
Sale of "Satellite 590" includes a
_m wmm summer IW^
Store front remotes prove attention getters
CROWD PULLERS (Above) WNBC Radio, N. Y., originated several program segments from
various Davega Stores in metropolitan area in connection with a 'Miss WNBC contest. Art
Ford is d.j. in photo. (Below) WJAS Radio, Pittsburgh, remoted the 'Bill Brant Show'
package of announcements preceding
and or following the event, plus up
to six hours of broadcasting each
da\ direct from the site. Said a sta-
tion executive to sponsor: "The use
of this trailer is radios answer to the
newspaper's double truck. Our 'Satel-
lite 590' adds an air of excitement
and immediacy that no other media
can match. People who have used the
trailer are most enthusiastic about
the effectiveness of this use of radio.
Aside from its commercial advan-
tages, the mobile studio is an effec-
tive public relations tool."
On the assumption that what's
lacking in supersonics and outer
space communication is the inviting
image of a lissome lass, KXLY, Spo-
kane, catapulted a Woman From
Outer Space promotion for Zales
Jewelers, a local account. The theme,
according to Al Lacom, sales man-
ager of the station, was "Out-Of-This-
World- Values" tied in with a four-
day remote in front of the store. Tbe
project included a model attired in
an out-of-this-world costume. The
station got off the launching pad with
a week's promotion preceding tin-
event.
Wierd - looking out - of - this - world
footprints were painted on the side-
walk directly in front of the spon-
sor's establishment. The week of the
campaign, "our woman from outer
space arrived on location in an am-
bulance and at the conclusion of her
daih three-hour appearance departed
via the same ambulance." Lacom told
SPONSOR.
Moreover, thousands of out-of-
this-world sales coupons were dis-
tributed by her to passers-by during
the promotion. These coupons were
consecutivelv numbered and. when
matched to a similar number attached
to merchandise in the store, were
good for special discounts. The cos-
tume for the outer space gal was
specially designed by the KXLY
staff. A professional model was hired
for the assignment. It so happened
that during the week of the promo-
tion temperatures in downtown Spo-
kane reached the 100 degree mark.
Despite this, traffic flow to the store
and sales results were far above nor
mal for that time of year, and the
client was elated with the overall ere-
30
SPONSOR
9 april 1962
CENTRAL-PENN NATIONAL BANK
»
WEM9ER P.D.I.C. MEMBER Fl EH* »'••!■.'
presents cs a monthly public service . . ,
KRICK WEATHER CENTRAL
LONG RANGE REPORT
KMCK LONG RANG. WEATHER FORECAST FOR THE PHILADELPHIA AREA
FOR THE MONTH OF MARCH, 1962 ......
Looking ahead to the
computer tell? us fo
month of March, let'
the WCAU listening .
whitt the solution tor the electronic
orminess is expected on a couple of days between the 2nd and 5th of March,
.th enow on the 8th and 9th. Colder air will be pushing in from the Dominion
cmmd the 9th to the 12th. Then another storm period is indicated on a day or
■o near the loth of the month. This one could he tough, with the potential for
. old-lashioned Northeaster,
Thin period will be followed by another
-Generally unsettled and cold weather is
snow likely cm a couple of these days.
-old interval between the 19th and the 21 at.
alao on tap for the 22nd to the 27th, with
LISTEN EVERYDAY TO "THE CENTRAL-PENN WEATHERMAN" AT 7 A.M. AND
"KRICK WEATHER CENTRAL" 6:25 P.M. ON WCAU RADIO — DIAL 1210
GOODWILL PRODUCER for Central-Penn Bank of Philadelphia 'Weatherman' broadcasts
over WCAU Radio, Phil., is Krick weather forecast bulletin free to clubs, offices, etc.
ative effort on the part of the station.
Furthermore, there is no justifica-
tion for assuming that "old hat'"
things are passe according to WJAS
Radio, Pittsburgh. Richard C. Staf-
ford, manager of promotion and ad-
vertising for the station, told SPON-
SOR that they have used "old hat"
ideas but given them new twists. "We
have done a considerable amount of
selling remote broadcasts in the Pitts-
burgh market," he said, "and have
maintained good revenue during the
"slack' summer season largely because
of our efforts in this area. We use a
mobile remote unit for shopping cen-
ter promotions, store openings, spe-
cial events."
Stafford cited the case of remoting
the entire Bill Brant show for six
days for an "old fashioned fall pro-
motion" of a group of prestige stores
in downtown Pittsburgh. The show
was done from one of the store's win-
dows, and models and barbershop
quartets, dressed in Gay Ninety cos-
tumes, passed out handbills through-
out the town. The station also prides
itself on a significant example of
'"creative selling" in the areas of pub-
lic service. Sponsors, wishing to be
, identified with the station's "commu-
nity image" are sold spots on WJAS's
Community Bulletin Board, a two-
minute program of announcements
concerning church happenings, clubs,
etc. Each group which has announce-
ments aired is sent a letter stating
that its program or meeting is broad-
cast through the courtesy of the
(blank) sponsor of the program.
Many sponsors renew, and all are
pleased with response to the letters.
Creative radio also has been dis-
placed with verve and imagination
on WTOP Radio, Washington, for
the benefit of the sponsors of the
Washington Senators baseball team.
Even before the official "play ball" is
heard this season, WTOP Radio will
be baseball-busy with numerous pro-
motions which station executives say
are certain to outrank last year in
extra-dividends for sponsoring prod-
ucts and services. Among the sta-
tion's 1961 promotions was the
WTOP Senators' "Listener Booster
Club" and WTOP "Business Booster
Club." wherein each baseball sj>onsor
was presented with a certificate desig-
nating him a member (P. Ballantine
& Sons, Briggs & Co. (meats), Amer-
ican Homeowners, Washington Gas
Light Co., Sears Roebuck & Co., The
Washington Post, Bruce Hunt Inc.
( men's shop), Top Value Enterprises,
Giant Food Inc. (food chain), Peo-
ple's Drug Stores.
"Business" boosters blocked out
ideas and became a permanent plan-
ning board for the season. Officials
of the club attended their luncheons.
Boosters made available stickers for
car bumpers; planned prizes for con-
tests; ran display ads on "Invisible
Team — Senators Business Boosters,"
and designed special stationery.
Among the countless gimmicks was
an "Operation Snapshot" contest
wherein listeners were asked to write,
saying "I'd like to have my picture
(Please turn to page 44)
IF YOU CANT BE AT THE BALL PARK
RELAX ... AND HEAR IT ON
Q Day Game JW4e f~) Night Game
hmui i mown* ' toaur vttMtwv twrtwe j rttiu* uwmcr
i . ,__ — ^_
j
jjf— — $s ^r
i-
i _ !
-k jr™
» br
Night, Day, Home or Away— Washington Senators
3 Baseball Play by Play • IMA on your dial tt=
EXTRA-DIVIDENDS for sponsors backing the Washington Senators on WTOP Radio, Wash-
ington, include distribution of thousands of table tents to restaurants in Washington area
SPONSOR • 9 APRIL 1962
31
y[ ^r^^^^
^|
3^2Bl
SCHROETER,
NABISCO, AND
AD PITCHES
^ Outspoken, much-respected Director
of National Biscuit a<I department dislikes
tv vs. print and breakfast presentations
I here is a heavily-abused conglom-
eration of syllables bandied about
.Madison Avenue that runs something
like this: '"That's how the cookie
crumbles!" It is a safe assumption
that the cookie came from Nabisco,
in the first place, and that the man
who helped make it famous mav well
have been the forthright Harry F.
Schroeter. director of National Bis-
cuit Company's general advertising
department.
It is Schroeter's energetic respon-
sibilit) to coordinate the advertising
activities of all Nabisco divisions, de-
partments and subsidiaries, including
advertising agencies I McCann-Erick-
son for cookies, crackers and bread:
Kemon & Eckhardt for cereals and
pet food; Ted Bates for Dromedan
Mixes and Cream of Wheat: Need-
ham and Grohmann for product ad-
vertising to hotels, restaurants, etc. I .
Schroeter is also known in the ad-
vertising profession for hurling him-
self with concentration into industry
and allied causes and problems with
an eye toward giving both advertiser
and consumer a fair and decent shake
of the dice.
Appropriately enough, his most re-
cent extra-curricular activity along
these lines was to be named chair-
man of the broadcast advertising
committee of the Association of Na-
tional Advertisers. Schroeter. who
was a member of the broadcast com-
mittee and is also a director of the
\\ \. succeeded Howard Eaton, Jr.,
media director of Lever Brother-, as
committee chairman. Eaton will con-
tinue to serve on this committee.
Additionally. Schroeter carries on
an active and stimulating association
with various other advertising and
allied organizations. He is a director
of the Advertising Research Founda-
tion, whose object is to further scien-
tific practices and promote greater ef-
fectiveness in advertising and mar-
keting by means of objective and im-
partial research. He has also recent-
ly become a director of the Unlit
Bureau of Circulations.
Still another important industry
iiir.iiiiiiiiiiiiiii;! iiiiimii , iiiiiiiini;;:i
assignment he undertook was the
vice-chairmanship of the advertising
committee of Grocery Manufacturers
of America. Of the top 50 national
advertisers in the land, 28 are GMA
members, and of the top 100 half are
GMA members. Ra\ Weber, adver-
tising director of Swift & Co. is chair-
man of the committee.
Rut. at the moment, it is abun-
dantly clear that Schroeter's biggest
problem, next to his concern for Nw
bisco's welfare, is to straighten out
a number of harassing and nettling
problems gnawing at the nerve cen-
ters of major broadcast spenders.
I nder Schroeter's guidance, the
lllllllllllllllllllllllllllllllil
Consistent, strong, corporate identity
STRONG ADVOCATE of broadcast and other media use,
National Biscuit Co. is now resounding world-wide name.
Development of trademark and seal is hailed as achievement.
Uneeda Biscuit was first nationally advertised and distributed
biand name bakery item. Nabisco seal is also good will mark
32
SPONSOR
9 april 1962
broadcast advertising committee of
the ANA will be concerning itself
with fashioning better procedures for
the negotiations with broadcast tal-
ent unions (SAG and AFTRA) on tv
commercial fees and the preparation
of model clauses on certain aspects of
network contracts, including the sub-
ject of entertainment time within a
program.
Schroeter, who appears to be far
from a solemn stuffshirt. will un-
doubtedly come up with new and im-
portant insights to relieve the situa-
tion that presently exists between ad-
men and the talent unions and the
sponsor's efforts to insure more
"show action time" that appears to
be the viewer's rightful due. This is
the opinion of many industry leaders
as regards Schroeter's heading the
ANA broadcast committee.
Said Eaton, the man he is replac-
ing on the committee: "Harry has
demonstrated time and again his will-
ingness to contribute his talents to
industry problems through the ANA,
of which he is a director, and of the
ARF. The broadcast industry can
use an infusion of integrity. Harry's
personal integrity and drive should
make him a great chairman of the
ANA broadcast committee."
Similar sentiments regarding
Schroeter's characteristics came from
other officials of the Association of
National Advertisers. A close asso-
ciate said unhesitatingly: "Schroeter
is a man with good administrative
instincts. He is a man with strong
convictions of his own and yet he has
a genuine consideration for other
viewpoints."
Another observer declared: "He
doesn't back away readily from his
own views, yet he never has a closed
mind to the other fellow's viewpoint."
A portrait of the man as seen by
an old friend emerged from William
Fineshriber, vice president of the
Motion Picture Assn. of America and
vice president of the Motion Picture
Export Assn. of America. "Having
known and admired Harry for a good
many more years than either of us
would like to count, I can speak of
him — to coin a phrase — both as man
and boy," Fineshriber mused. "As
classmates at Princeton, we shared
experiences covering the whole range
of college life. Here he was alwavs a
delight — keen, stimulating, sympa-
thetic, fun-loving, despite a certain
shyness. In later years, when we sat
across the table negotiating for time
and talent, I found he had more of
both than I suspected. Here he was
not always a delight — considerably
less shy or fun-loving, but equally
keen and stimulating."
Schroeter is known throughout the
industry for his "fairness, integrity
become a substantial success. Simi-
larly, Nabisco was in the forefront of
advertisers signing for sponsorship
of The Virginian over NBC for the
next season."
Durgin said it was a pleasure to do
business with Schroeter "because he
is interested in the long range as well
as the immediate developments in the
field, which explains why he is chair-
man this year of the Broadcast Com-
Harry Schroeter on broadcast problems
6iEach of us would probably be willing to trade a
I'eir more gray hairs for the ability to document
in spades for our management the number of ad-
vertising dollars needed and how they should be
spent to accomplish the objectives set for our com-
panies'' advertising. But let's not hid ourselves.
That day isn't here yet. Nevertheless, consider-
able progress has been made in answering some of
our basic questions about the medium in which we
1 commit our companies' dollars.
"A too elaborate, specially -prepared presentation
is embarrassing to me. We don't want our company
obligated for a fancy presentation.
••Television is getting better — programing - wise.
There are more things for more people than there
used to be. And the trend will continue. . . .
"It it is a competitive presentation on broadcast
versus print, it is a waste of time . . . those breaU-
fast presentations don't go down with me . . ."
iiiiimiiiiiiii
; j
and the unassuming manner in which
he bears the responsibility for a
multi-million dollar all-media adver-
tising budget," according to Don
Durgin, v. p. of NBC TV network
sales.
"Conservative by nature, he is
nonetheless always willing to em-
brace new program concepts if his
judgment tells him that the showman-
ship and media values are there,"
Durgin told sponsor. "For example,
Schroeter was one of the first adver-
tisers to back a new program idea
called Wagon Train which went on to
in?.
mittee of the ANA." The NBC ex-
ecutive summed up the man's quali-
ties by saying: "'Schroeter is an ad-
vertising professional."
It is Schroeter's credo — as well as
that of his company — to present vi-
deo fare which is in "good taste and
welcome in the American home."
"Nabisco's marketing requirements
determine Nabisco's network televi-
sion program commitments," Schroe-
ter told the FCC during program
hearings last year. "With our prod-
ucts in use by households among all
{Please turn to page 46)
SPONSOR
9 april 1962
33
SUDDENLY
^ It sounds kookie, but
everybody said I would
wind up doing time — and
tbert' I was buying it . . .*
I / SPONSOR spoof on how Lester,
"The Hooded Cobra" succeeded on
Madison Ave.)
I grew up on Delancey Street so I
guess \ou could say my boyhood was
the same like any other normal,
young bo\'s anywhere in America.
M\ memories of home — from when I
was there sometimes — are very pleas-
ant, like drinking Mom's beer and
throwing the empties at Pop. I also
liked all kinds of sports especially
stick-ball, hub-cap stealing, and bop-
ping. Then when I was 17, my whole
life changed.
Like suddenly I
timebuyer.
I know it sounds
bod} on our block
wind up doing time-
buying it! Imagine Lester "The
Hooded Cobra" Valento buying any-
thing! Like all of a sudden stealing
wasn't good enough anymore.
\\ hat went wrong? How come I
traded in my black-and-gold jacket of
the Delancey Bazookas for a member-
ship card in the Radio and Television
Executives Society?
I guess it all started the July after-
noon we knocked over Old Man Klip-
ple's candy store. It was one of the
hottest summers in New York right
then — the oppressive kind of heat that
those squares at the settlement house
claim makes juvenile delinquency
rise. At any rate, there were more
fuzz around than usual. Me and
Augie The Crawler, a brother Ba-
zooka, were up on a roof dropping
bricks on prowl cars, but the roof
\\a> hot and our aim was off so we
come down again and hung in at the
candy store. Since we were the only
customers. Augie held his zip gun on
Old Man Klipple while I cleaned out
the cash drawer. It was pathetic to
was a teen-age
kookie. Every*
saying I would
-and there I was
34
SPONSOR
9 April 1962
I WAS A TEEN-AGE TIMEBUYER
see what a lousy living Klipple made
— just a handful of change and some
singles. But to hear the old nut, you'd
thought it was Fort Knox. Klippie
squealed like a stuck pig and, instead
of cooling him like a pro would have
done, Augie let him squeal so we
had to cut out fast.
But not quite fast enough. Outside
we like ran smack into two fuzz and
Augie, who was never a lightning
thinker, got picked up. (Poor Augie!
I later learned they threw the book at
him — a suspended sentence plus a lec-
ture on honesty by the youth worker!
Talk about your police brutality!)
I got away clean. I run good in
tight chinos and even though I wear
my hair stylishly long, it offers little
wind resistance in a chase. I made it
down a subway and hurtled the turn-
stile just as a train pulled in. I was
lucky, I figured, little knowing then
that I'd just taken my first step on
the road to timebuying.
When I come up out of the subway
again I was on strange turf. Two
blocks of walking brought me to a
street sign that read, "Madison Ave-
nue." What a dopey name for a
street! Now Delancy probably had
been somebody very important. But
who ever heard of a guy named Madi-
son outside of the movies?
It wasn't much of a neighborhood.
Just cloud-poppers — big, tall build-
ings that looked like they'd be locked
up good nights. Depressing is how
you'd describe it. Oh sure, the street
was lousy with banks, but a guy needs
more than a length of bicycle chain
to get dough out of banks these days.
The fact is, Madison Avenue struck
me like an underprivileged neighbor-
hood, ripe for urban renewal. For
example, there wasn't even a single
i movie house anywhere! And I needed
like a movie to hole up in. It was
still early afternoon and I daren't go
back to my home turf until after
dark.
Well, as Augie (who'd got a dis-
honorable discharge from the Sea
Scouts when he was twelve used to
I say, "Any old port in a storm." I
ducked into the next doorway I came
to, and got on an elevator filled with
freaks who acted like they'd never
seen anybody with a DA haircut in
a black-and-gold jacket before. I'd
already been up in an elevator but it
had always been late at night to mug
apartment tenants, and this was a
much longer ride. It never even
stopped until a little red light winked,
"15." Since I'd never been higher
than that — not even on goof balls —
I got off.
I went down a hall and sort of
eased through a big door. It read:
CANDLE, FLICKER & DIM-
ADVERTISING
Man, that was a turning point in
the life of yours truly — Lester The
Hooded Cobra! Talk about your sex
kittens — there she sat behind a big
desk, the coolest of the cool! A real
In no time at all this drab dame
come out. She was old, like close to
thirty, and a real potato digger.
"Ugh! ' she said, admiring me.
Then turning to Poundcake, she said,
"I didn't tell them to send anything
like this!"
"Well, then what's he doing — ?"
Poundcake began.
Potato Digger studied me. "I'd
guess, ' she said, "he's here to pro-
mote one of those new network shows
like Kids Will Be Killers or Drag
Strip 67 — you know, the kind of stuff
keeps Minow working overtime."
"You're probably right," Pound-
cake said. "Yesterday it was that
model in the bikini with the baby
elephant handing out cocoanuts with
its trunk. That was for Anne of The
E.FUCKERlDi!
ADVERTiSII
Media
poundcake! Like it was love at first
sight. All I could think of was her
and me dragging down Delancey with
her carrying my zip gun. I was like
tongue-tied. All I could think of to
do was comb my hair and sort of
turn so she could read "Bazookas"
on the back of my jacket.
Poundcake didn't bat an eye. She
just picked up her phone and said,
"Mrs. Sensenbach in tv production,
please." I went on combing my hair.
"Agnes," Poundcake said a mo-
ment later, "are you still casting for
that Kon-Krete Kutie Hair Spray
commercial? . . . You are? . . . Well,
there's one of your method actors out
here."
Seven Atolb. Now it's the black-
leather - j acket - and - motorcycle - boots
gimmick. Oh, these p.r. people!"
I didn't dig what Poundcake was
saying, but she was so beautiful I
hung on every word. I turned on my
best lover-boy smile (the one that
earned me the title "Roof-top Romeo"
among the dolls in our Bazookas'
Auxiliary. While Poundcake didn't
seem given to smiling, she did once
her eyes met mine. Then she shivered.
I put it down to the air-conditioning.
"Agnes," Poundcake said, "please
walk this . . . him back to media."
"Okay," said Potato Digger. "Just
so he stays in front of me."
I Please turn to page 58)
SPONSOR
9 April 1962
35
OUTSTANDING results of earlier tv campaign for Lanolin Plus' Color Plus nail enamel and LipColor Plus lipstick sparked current $1 million,
three-month tv buy, says Joseph Chira (I), v. p., ad dir., newly-merged Haiel Bishop, shown with Jerry Gordon, acct. supvr., Daniel & Charles
LANOLIN PLUS' FRESH TV FACE
^ Cosmetic-maker who made sales news for two items
on tv last year takes same route for its other products
^ Company credits tv with startling success of its nail
enamel and lipstick, will put hulk of ad money in tv
Lb. in. >l in Plus, whose ambitious tv
\ future last year produced for it's
Color Plus nail enamel and LipColor
Plus lipstick a measure of success
which borders on the startling, is
counting on that medium to do a
comparable job for other of its prod-
uct- righl now.
Earl\ tlii- month, the compan\
under the newl\ -merged name. Hazel
Bishop — shelled out a $1 million
plus eluink of ad nioiiex to ABC TV
for nighttime spot- -lotted on Holly-
wood Special, 77 Sunset Strip. The
Corrupters. Hawaiian Eye. and Surf-
side 6. This is in addition to the
company's current sponsorship in
NBC TV's Saturday Night at the
Movies, a sponsorship which began
in September last year.
This new sprint; time push, which
is expected to climax at the end of
June, will focus consumer attention
on Color Plus nail enamel and Wash
"N Tint Color shampoo, as well as a
group of new products now being
readied for test market.
The new campaign is being han-
dled by Daniel & Charles, the agency
whose work in spearheading tv/ad
program for Lanolin Plus' nail enam-
el and lipstick last year, won for
them the complete $2.5 million Lano-
lin Plus account during the cosmetic
maker's recent agency reshuffling. It
was in September 1960 that Lanolin
Plus' Color Plus left Erwin Wasey,
Ruthrauff & Ryan for Daniel &
Charles. And although it's no secret
in the trade that beauty aid accounts
are notoriously agile in the sport of
agency-hopping, all indications fore-
cast smooth sailing ahead in agency-
client relationship for both Daniel &
Charles and the new Hazel Bishop
compam .
Joseph Chira, ad director for Ha-
zel Bishop, is volatile in his praises
of Daniel & Charles' handling of the
Lanolin Plus account. Within eignl
weeks after the initial campaign for
36
SPONSOR • 9 APRIL 1962
Color Plus nail enamel broke in its
test markets — San Francisco and Los
Angeles — Color Plus had achieved a
substantial share of markets in these
two cities. Eight months later, con-
sumer demand was gaining impetus
and store calls were piling up in over
160 markets.
"Television," enthuses Chira, "is
the only medium to use for products
like these." Referring to Color Plus
nail enamel, Chira says "tv gave us
the opportunity to tell our product
news in minute messages, dispersed
among a number of programs, which
gave us different audiences plus the
programs' merchandising benefits."
The initial phase of the Color Plus
nail enamel campaign was the use of
minute spots to relate a therapeutic
message about the enamel's lanolin
content to women whose nails split,
break or crack and to those who
want to avoid these problems.
This approach was a complete de-
parture for a cosmetic company, says
Chira. While giant nail enamel prod-
uct-makers like Revlon stressed fash-
ion, and Cutex coasted along on its
venerability, Lanolin Plus ventured
out with a startling new claim in the
fashion business — nail therapy.
Pleased over results of this first
venture in behalf of Color Plus nail
enamel in October that year, Lanolin
Plus broke out a campaign to intro-
duce its Color Plus lipstick which
was packaged as "piggy-back" to the
nail enamel. The lipstick-enamel
package made its debut via minute
participations in NBC TV's then new
entry, Saturday Night at the Movies,
and a "mix" of other minutes, 40's,
30's, and 10's were used to carrv the
fall campaign to approximately 125
markets.
About 75% of the Color Plus ad
budget was allocated to television for
the nail enamel and for the introduc-
tion of Color Plus lipstick in 1961.
The result: in little more than a
year. Color Plus nail enamel went
from a test market to a multi-million
dollar leader in the highly competi-
tive cosmetic field, according to
Hazel Bishop's advertising director.
When Lanolin Plus broke its mam-
moth tv ad campaign for Color Plus
nail enamel last summer, company
optimism for its outcome ran high.
Lanolin Plus' president. Morton Edell.
with discerning accuracy and more
than a touch of clairvoyancy, pre-
dicted "electrifying results." And the
"electrifying results" can best be
sized up like this: when Daniel &
Charles was testing the product in
San Francisco and Los Angeles, bill-
ings were $25,000. Currently agency
billings for the product are well over
the SI million mark.
The vehicles used in advertising
Color Plus nail enamel's therapeutic
properties last summer included par-
ticipating sponsorship in NBC's Mi-
chael Shayne and ABC's Asphalt Jun-
gle, Roaring Twenties, Cheyenne and
Guestward Ho, all prime time shows.
Additionally, Color Plus had a tv
spot campaign going in over 100 key
markets. Eight-week flights were
bought utilizing early and late eve-
ning minutes.
What, exactly, the new spring tv
push will mean in terms of added
sales to the profitable $14 million
Lanolin Plus business remains to be
seen. Anticipations, however, are in
high gear right now.
Lanolin Plus, which developed and
patented a special process by which
an appreciable amount (up to 35%)
of lanolin could be integrated into
beauty creams and lotions, first hit
the market in 1953. Since that date,
the company has channeled a great
deal of time and effort into refine-
ment of these processes and to the
development of newer working for-
mulas.
In January this year the company
merged with the widely known but
deficit-ridden Hazel Bishop. [Last
year the company showed a $781,808
net loss on sales of $6.8 million.]
Despite Hazel Bishop's failing busi-
ness, the Bishop name was adopted
for use as the corporate name of the
newly merged company. Reason for
the retention of the Bishop name:
since Bishop had spent something
like $30 million on tv advertising
during the past ten years, the name,
Hazel Bishop, is better known to the
public and the cosmetic trade.
Although Daniel & Charles added
the entire Lanolin Plus product line
to its original holdings — Color Plus
and LipColor Plus liptick — the Hazel
Bishop products ( billings estimated
around $2 million) went to Kenyon
and Eckhardt.
The Lanolin Plus products picked
up b\ Daniel & Charles include hair
preparations, all treatment products,
a sun tan product now in test in
Florida, a new eye makeup line, and
Rybutol which is a part of the Lano-
lin Plus operation through Vitamin
Corp. of America, a wholly owned
subsidiary. ^
_
9 april 1962
SOME of the products shown above are now getting big commercial play over ABC and NBC
net shnw<;. Almost overnight success was established for nail enamel and lipstick last year
37
/ V* II
Time Buyers Tip
In HARTFORD
BEST BUY BY FAR
• Ratings
• Rates
• Results
ALL POINT TO
WPOP
Showmanship Sound
Vii IB
Salesmanship Success
Phillip Zoppi Adam Young, Inc.
V P and Gen I Mgr. Natl Rep.
Media people
uhat they are doitii
and savin
TIMEBUYER'S
CORNER
Y&R's Lorraine Ruggiero is hack from her Ft. Lauderdale
vacation . . . Joan Shell, who was at JWT hefore she left for an
extended European trip, joined Grey . • . Media people gave a
party at the Bon Vivant for Mimi Washhurn of TvAR, hefore
she flew to St. Thomas on her honeymoon . . . Boh O'Connel left
Hicks & Greist for D'Arcy where he'll assist Boh Lazatera . . . Art
Heller appointed assistant media director at Benton & Bowles
. . . David Rapaport made a huyer at MW&S . . . Eileen Moore
named media director of John Kallir. She was previously at
L. W. Frolich.
BUYERS from Ted Bates at Capital Cities Broadcasting Corp.'s party: (l-r) Perry
Seastrom; Frank Moreno; Bob Kerrigan; Jack Flynn; Arthur Goldstein, Frank Thompson
Ren Pettick of Product Services lunched at Mike Manuche's Restau-
rant with a media man from another agency who was concerned because
his wife had sent a shirt to the laundry. "Don't tell me you make lier
do her own laundry," Pettick said. The media man replied, "No. but our
entire media plans for the next campaign were on the cuffs."
McCanner John Curran speaks pridefully of his new son. He
told a rep at the Pen & Pencil : "I can already tell he's top execu-
tive material — It takes him three hours to eat his lunch."
\ young woman buyer told Steve Machcinski of Adam Young at Vin-
cent & Neal's Due Mondi that she got tired of getting on the Lexington
Avenue bus at East 79th Street every morning and standing all the wax
to work. She tried an experiment: she got on the bus and ostentatiously
(Please turn to page 40)
38
SPONSOR
9 april 1962
»_»
SEVEN ARTS' "FILMS OF THE 50s
spark sales
ftp sponsors
WICU-TV, Erie, Pa., reports explosive viewer response to such diverse
items as "Mustang Homes" and Direct Distant Dialing services.
Sponsors of WICU -TV's Local TV Specials credit Seven Arts feature films
with outstanding success of newly launched promotions.
George Harris, president of Harris Homes, states that his sponsorship
of a Local TV Special over WICU-TV was directly and traceably respon-
sible for the sale of 30 houses in his "Mustang Homes" tract.
And a company spokesman for General Telephone of Pennsylvania said
sponsorship of just one of the Seven Arts films had contributed mate-
rially to customer acceptance of direct long-distance dialing service
inaugurated the day following the program.
Robert Lunquist, Sales Manager, WICU-TV, Erie,
Pa., says:
"We bought Seven Arts packages to beef up our
movie schedule; to get a bigger audience and re-
sults for our advertisers. These fine feature films
did both."
SEVEN ARTS' "FILMS OF THE 50V. .. MONEY MAKERS OF THE 60's
SEVEN ARTS
ASSOCIATED
CORP.
SPONSOR • 9 APRIL 1962
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD.
NEW YORK: 270 Park Avenue YUkon 61717
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
For list of TV stations programming Warner Bros. "Films of
the 50V see Third Cover SRDS (Spot TV Rates and Data)
39
TOBACCO NETWORK HAS
PERSONALITY
PROGRAMMING
NOW 14 daily program features
on N. C. Regional Radio Net
Regional News D Sports D Weather
( 'omrrn ntary Q Farm Reports
8 POPULAR PERSONALITIES
AVAILABLE:
Full sponsorship Spot participations/Adjacencies
(Also Merchandising and Promotion)
BUY UP TO 28 STATIONS AT GROUP
DISCOUNTS OR SELECT ONLY THE
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Get Regional Saturation with local
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See complete schedule in tobacco
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ONE
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• Albany
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EXCLUSIVE
• Tallahassee
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PROGRAMMING
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!
WALB-TV
WJHG-TV
Ch. 10
Ch. 7
Albany,
Panama City
Ga.
Fla.
GRAY TELEVISION, INC.
Raymond E. Carow, General Manager
Represented nationally by Venard, Rintoul,
McConnell, Inc. In the South by James S.
Aycrs Company.
40
TIMEBUYER'S
CORNER
(Continued from page )
read the book So ) ou're Going to Have a Baby. It worked like a charm;
for three months she w as offered a seat ever) morning.
I lien she gol married. I pon return from her honeymoon, she hoarded,
the bus with the usual "roup which waits for the hus around 8:30 a.m.
\n old lad\ noticed the ring and said loudly. "He finalK married her."
She s still blushing.
When Sam Brownstein of the Prestige Representation Organi-
zation was at the Penguin Restaurant with Phil Stumho of Mc-
< ann-Krickson last week, he pointed out that computers would
never replace buyers. "Let's face it," he said to Stumho, "a rep
would feel pretty strange taking a computer out for cocktails.
And he'd feel even stranger telling the waiter to make the mar-
tinis with machine oil.**
PLANNING fashion show of Chicago's Junior Women's Ad Club: (bottom, l-r) Beverh
Smith, Leo Burnett; Candy Hirschey, Sears, Roebuck; Nancy Schwartz, Arthur Ander
son Co.; (top, l-r) Bobbie Mathison, and Marilyn McDermott, O'Grady-Anderson-Gra
JWT's Jeanne Tregre, who buys for Pan American, told a rep at th<
Envoy Restaurant about the last election in Italy when the Communist!
were painting ■'American (Jo Home" on sidewalks all over Rome. They
-topped after the) discovered that an enterprising promotion man w;i
following them around with a paint brush adding the words ". . . li
Comfort. Fl) Pan American.
Tom Flanagan of ReidI & Freede was at the Roumltahle will
an old friend who was recently made media director at ai
agency which has changed media directors a number of times ii
the last few years. Flanagan congratulated him. then said: "M)
advice is — don't have any personal stationery made."
SPONSOR
9 april 196:
'
Capsule case histories of successful
local and regional radio campaigns
RADIO RESULTS
SHOPPING CENTER
SPONSOR: Swifton Shopping Center AGENCY: Direct
Capsule case history: The merchants located in the Swifton
Shopping Center, one of Cincinnati's largest, participated in
a spot campaign on WCKY, Cincinnati. The campaign, con-
sisting of eight announcements per day (five 30-second. and
three one-minute spots) ran for three weeks, from 7:00 a.m.
to 6 p.m. These spots drew shoppers to the center to enter
the WCKY-Swifton Golden Opportunities Contest, while the
Merchants involved displayed banner windows and orange
trees, and made contest entry blanks readily available. Each
lay, five winning entries were drawn, and five live and grow-
ing orange trees awarded to these winners. The winners'
lames were announced on WCKY. These daily winners were
hen eligible for the grand prize — a $1200 lot in Fort Char-
otte, Florida. At the conclusion of the contest, 15 crates of
Florida oranges were given away, also. All in all, there were
1.011 entries and 20,000 entry blanks distributed. WCKY
jecame a sponsor's golden opportunity.
KXKY, Cincinnati, Ohio
Announcements
HOUSEWARES
PONSOR: Westphal's, Inc. AGENCY: Direct
|»apsule case history: Westphal's, Inc. sells paints, wall-
aper, linoleum, and other housewares in Green Bay. West-
hal's has sponsored Trading Post, a morning feature pro-
ram on WBAY, Green Bay, since 1939. Paul Westphal. the
ompany's manager, wrote WBAY: "This 10-minute pro-
ram has moved a lot of merchandise through these 22 years.
nd there have been numerous success stories. However, the
itest one, I think, tops them all. We ran a special sale on
[50 bags of foam rubber . . . the type that women use to fill
ofa pillows. We priced each bag at 59 cents, and this special
as advertised only on our Trading Post show on two con-
acutive mornings. Forty-eight hours later we were sold
ut." Trading Post is aired at 9:10 a.m., Monday through
riday on WBAY. and the two 30-second announcements on
ie foam rubber special produced an immediate increase in
ustomer traffic in the store. Many customers purchased
lore than the special offered.
i BAY, Green Bay, Wisconsin
FOOD
SPONSOR: Winters & Birk Co. AGENCY: Henry Senne, Inc.
Capsule case history: Winters & Birk. the food brokers
in the northeastern Ohio area for Nut Brown Syrup which is
manufactured by Illinois Food Products, Inc., needed an
effective campaign to introduce the product in this market.
The brokers, manufacturer, and the Henry Senne agency of
Chicago decided on a two-week promotion on KYW, Cleve-
land, with a special offer: For every regular purchase of Nut
Brown at 49 cents, another bottle could be purchased for one
cent. They used a weather plan of 10 30-second spots a week.
Results: At the end of one week, most of the food chain
stores had run out of stock. Over 72,000 bottles weer sold
and a two-week hiatus had to be taken before returning to
the air. They also gained, because of the campaign, distribu-
tion in Pick-N-Pay Supermarkets. Fisher Foods, Stop-N-
Shop, Eagle, Acme in the Akron area, Sparkle, and many
leading independents. Ray Winters stated: "Station KYW
was important in establishing Nut Brown Syrup in Ohio."
KYW, Cleveland Announcements
IMPORT CAR
SPONSOR : Handen MacPhee Engineering Co. AGENCY : Direct
Capsule case history: Handen MacPhee Engineering Co.,
Inc., has found advertising on WMTW-FM so successful
that they have renewed their contract for the third year. For
the past two years they have sponsored the Boston Symphony
Orchestra, but in 1962 they will sponsor an hour show and
seven newscasts a week. John Dowd. advertising manager of
Handen MacPhee Engineering Company feels that the "high
quality product image is enhanced more on fm than any
other media. A New England survey indicated that Volks-
wagen was the second most popular car of fm listeners,
which convinced Dowd that he was using the right instru-
ment to hit his market. Dowd stated: "We feel that the pure
music stations are the best means of reaching a well defined
group. We have enjoyed the results we have had on WMTW-
FM, and look forward to the coming year not only because
of the excellent coverage, but because of the unique co-
operation we have with this station.
Program WMTW-FM, Poland Spring Me.
Programs
SPONSOR
9 April 1962
41
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don't cover
Moscow . . .
SPONSOR'S
5-CITY TV RADIO
DIRECTORY
. . but just about every
other 'phone number you
need is in SPONSOR'S
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Networks, groups, reps, agencies,
advertisers. Film, tape, music and
news services. Research and promo-
tion. Trade associations (and even
trade publications).
All in the convenient pocket-size,
for only $.50 from
SPONSOR
555 Fifth Avenue, N. Y. 17
12
Commercial commentary " jrom P. 12)
formations (the) were comparativel) rare in those days).
As an off-beat departure from conventional Detroit-t\pe adver-
tising, he conceived the idea of superimposing pictures of the Terra-
plane on these cloud backgrounds for magazine ads.
i Our headlines were such gems a< "II Hies through the air with
the greatest of ease" — or something equal!) creative.)
\iiil. n| course — as any experienced auto man could have told us
— the idea didn't work worth a damn. It was dreadful.
The trouble was that when you had to work within the confines
of a magazine page, or even a spread, you just didn't have room.
If you took space enough in your picture to get the cloud effect,
you had to make the car so small that the Hudson engineers turned
gre\ -haired and apoplectic. It looked like an undistinguished bug.
If you made the car moderate size (though still under Detroit
standards l your background was nothing but dingy grey fuzz.
It just about broke Mark Wiseman's heart. And though I labored
to provide soaring airy prose for the campaign, we had to give it up.
Opportunities for imaginative guys
The Ford Galaxie commercial in the Festival this year succeeded
a thousand times over in capturing the mood, excitement, and feeling
which Mark Wiseman had tried to portrav in print and it dramatii
ally illustrated to me what tremendous opportunities tv has opened
up for imaginative advertisers.
Were apt to talk prettj glihl) about the fact that t\ gives I
"sight, sound, and action." But this is a tiny part of the stor\ .
One of tv's greatest gifts is the freedom it gives us from space and
picture limitations. It allows us to combine, in a single minute, long
shots and closeups, product pictures and mood backgrounds, per-
sonalities and panoramas and to build from these combinations ef-
fects which print can never achieve.
The catch is, of course, that so far only a handful of companies
have begun to take full advantage of what tv can do.
When you come right down to it, I suspect that the Detroit auto-
makers have made greater advertising advances with tv than almost
any other industry. Tv has freed them from the prisons of print, and
thev have been bold and inventive in exploring its potentials.
Some of the finest commercials submitted for this year's Festival)
were automotive — Ford, Chevy, Corvair, Jeep and others.
You will also find isolated companies in other fields which have
completely revolutionized their whole advertising approach with tv.
One of the best examples of this I know is the National Biscuit
Company under Harry Schroeter's brilliant direction.
In pre-tv years Nabisco was one of the country's dullest, dreariest,
stodgiest advertisers. Today it is one of the brightest and best.
Moving to another industry, I've been impressed with the superb
institutional commercials which Kenyon & Eckhardt prepared this
year for Shell's Wonderful World of Golf program.
Inevitablv I've compared them with the famous institutional ads
which David Ogilvy did for Esso. I always admired the Ogilvy cam-
paign. But no print ads can stand up to tv at its best.
This. I believe, is the great challenge which television has and will
continue to have for practically every agency and advertiser.
Boys, don't be smug about your tv accomplishments to date. Most
of you haven't even begun to scratch the surface. ^
sponsor • 9 APRIL 1962
MULTIPLE RATES
{Continued from page 26)
or from a station's — as well as the
estimators' in the agency — the hook-
keeping becomes etxremely involved
and more billing errors than there
currently are will result from the
adoption of the multiple rate prin-
ciple, Margot Teleki, timebuyer at
Reach, McClinton & Co., said. "Every-
thing would be contingent on a rating
book . . . many violations, such as
rate cutting, could arise. Naturallv,
we all want the lowest possible rate
for the client, but whether local, re-
gional or national, let's not throw
away the rate card. That would be
like throwing away the Constitution."
Tom Flanagan, media director,
Riedl & Freede. thought the prime
time chainbreak multiple rate idea
was first-rate "but it could be even
better if it could be further refined to
audience composition. As it stands
now, however, this plan might serve
as an equalizer between giant adver-
tisers who can tie up the reallv prime
spots because of immense volume.
Joseph M. Baisch, v.p. and general
manager of WREX-TV, Rockford,
111., thought the idea was "an open
invitation to disaster." He said the
concept "improperly places emphasis
on quantitive rather than qualitative
considerations. . . . We accept the
value of ratings as programing and
buying aids. But to make the num-
bers the exclusive goal of this indus-
try is shortsighted and dangerous."
The "Prime 1 thru Prime 5" card
is. in effect, a guaranteed c-p-m, ac-
cording to James F. O'Grady Jr.,
executive v.p.. Young-TV. O'Grady
thought it "foments slavish depend-
ency on-head-counting when the basic
need is qualitative research. Guar-
anteed c-p-m's also nullify the experi-
ence and acumen of timebuyers. It
has been used by only a few stations
at best, and generally by the weak
-ister of a market."
Interestingly, KABC-TV's sister sta-
tion in New York, WABC-TV. will
lot follow in the footsteps of her West
loast relative. "KABC-TV's new
"Prime 1 thru Prime 5 Plan" is a
ery interesting and novel approach
n selling announcements," James E.
;zabo, general sales manager of
I ABC-TV declared. "I am sure it is
:oing to be very successful for them
n Los Angeles. However, insofar as
pre are concerned, we do not plan any
Immediate changes in our prime an-
nouncement sales format."
A flock of seasoned timebuyers at
various top agencies, however, are
favorably disposed toward the KABC-
TV Prime 1-5 card. Among those are
Vera Brennan, Jeanne Sullivan, Mike
Cambridge, Pete Holland and Ira
Gonsier (media director) at SSC&B;
Jim Thompson, Bob Gorby, Grace
Porterfield and Steve Silver at Benton
& Bowles; Ed Fieri and Marv Shapiro
at BBDO; Ray Jones at Young &
Rubicam and Paul Bures at Ogilvy,
Benson & Mather.
Shaker told sponsor that the initial
reaction "we have received from most
agency people at the buying level has
been quite favorable."
"I am sure, however, there will be
those a step or two away from the
actual buying or selling function who
may view this trend with alarm,"
Shaker predicted. "This same kind
of reaction has greeted every rate
card refinement over the past dozen
years including the weekly discount
plan, pre-emptible rates, orbits and
all the other modifications which are
now universal.
"This type of rate card is not based
on c-p-m. Ratings are merely one of
the guides. Time of night, audience
composition and type of adjacency
are more important. There will al-
ways be those announcements with
unique audience characteristics, com-
mercial atmosphere or other subjec-
tive appeals and those characteristics
will, of course, command a premium
regardless of gross audience deliv-
ered. Examples are Voice of Fire-
stone, Howard K. Smith and The
Wide World of Sports.
In a highly optimistic mood,
O'Leary summed up the situation as
follows: "We don't know what flaws
the future might turn up, of course,
but in the few months we have been
working with this new concept, we
have yet to find a situation where this
card does not offer advantages to
both buyer and seller over our old
method."
Shaker, incidentally, was elected
president of the ABC o&o tv stations,
several weeks ago, succeeding Julius
Barnathan, who was chosen v.p. and
general manager of the ABC TV net-
work. In announcing Shaker's pro-
motion, Simon B. Siegel, executive
v.p. of AB-PT, said "the record of
ABC TV National Station Sales under
the leadership of Shaker has been one
of excellent growth." ^
TOP lO: ESTY; D-F-S
( Continued from page 28 i
a stable and orderly house."
It has been said that Estv's prin-
cipal talent is in the production and
buying for products that "go down
the gullet, down the sink or up in
smoke." This, of course, is due to its
successes with Reynolds, Ballantine,
Sun Oil. Union Carbide and Nescafe.
Notable also, however, is its work
with toiletries, cosmetics, etc.. as
demonstrated by the continuing ten-
ancy of Chesebrough-Pond's. Pac-
quin and Thomas Leeming Co.
Particularly rewarding to both ra-
dio and television stations is Estv's
mounting interest in spot news and
public affairs programs — spurred
on, no doubt, by Camel cigarettes'
healthy association with the Huntley-
Brinklev Report on NBC TV. A pio-
neer in the development of audience
participation shows on television,
Esty — most sources say — is showing
the same shrewdness of judgment to-
ward the growing public interest in
news-type programing that it did in
the once-flourishing audience partici-
pation field.
"It's a combination of program-
sense and price-sense," says one ob-
server. "Many agencies are conscious
both of quality and cost, but few
match Esty when it comes to marrv-
ing the two."
Adding, thoughtfully: "Perhaps
the overall Esty reputation is in that
one word — marrying. The feet al-
ways know what the head is doing at
Esty. The operation, you might say,
is all of a piece, an entity."
I n contrast. Dancer-Fitzgerald-Sam-
ple is described as '"four or five
separate agencies under one roof."
This view, shared by the majoritv
with whom sponsor spoke, is ac-
cented by the relative de-centraliza-
tion of several key accounts, even
though a central executive committee
ostensibly welds them together. These
island-agencies, in the main, mav be
called Procter & Gamble. General
Mills and Sterling Drug, with Clifford
L. Fitzgerald (chairman of the
board), and Gordon H. Johnson and
George Tormey. senior vice presi-
dents, "respectively the king of each."
P&G itself is seen as islanded even
further, islands within an island, with
PONSOR
9 April 1962
43
Dash, for example, as separate hum
Oxydol as both are from the main-
land.
\\ illi S(>() million dollar- to radio
television in 1961- (>(>'< of its $103
million total, ranking it ninth in
broadcast billings Dancer-Fitzger-
ald-Sample i> a- notable for it- num-
ber of account- a- foi their striking
diversity. \t last count it- li-t num-
bered 32. ranging from such national
brand-names a- Best Foods. Falstaff,
Cory, Frigidaire, Minute Maid. Peter
Paul and Simoniz, to regional or lo-
cal account- such as the California
Bakers Association and the California
Canteloupe Advisor) Board; to the
Defense Department of the United
states. The closing of its Chicago
office earl] last month, however, elim-
inated several midwestern local and '
or regional accounts, as well as six
million dollars in hillings up for
grab.
Interesting to observe in the D-F-S
media picture is the striking differ-
ence in attitude between advertisers
and broadcasters reps. While manv
of the latter find the "loose" opera-
tion of the agency "both disconcert-
ing and unordered." most clients re-
port "excellent local service, which
many other top agencies either can-
not or do not give."
Much has been said in the indus-
trj about the constant turnover of
Dancer's media buv ing department.
Many, in fact, see the agency as a
"great shop for training." its huvers
not only young hut on the move —
oriented in estimates and research he-
fore moving up to buying, then from
buying moving on — or out. usually to
another agencv.
"As far as reps are concerned."
says one of their number, "this has
built-in problems. We never know
whom Ave're going to see. It's like
Missouri weather. If you don't like
it. wait a minute."
One thing sponsor's inquiries
made clear is the almost-unanimous
view that the upper echelon — the me-
dia supervisors and associate media
directors, in particular — are. for the
most part, "top notch men. well-
trained, knowledgeable, sharp, fair."
The trouble, they say, is simplv at
the lower level.
"They're all very pleasant," claims
one rep, "but v ou feel you never have
any powerhouse doing the buying.
This makes, at best, for shaky rela-
tionships."
44
Dancei -Fitzgerald-Sample's buying
philosophy is far from singular, as
evinced bj the multiform charactei
of its buying. Its >l 1.2 million out-
lav for -pot t\ in 1961, tor example,
reflected less an overall philosoph)
than the individual philosophies of
the kev men commandeering specific
accounts.
Sometimes, -av reps, the agency's
negligible emphasis on unit) can take
on near-chaotic dimensions. Specific-
all) referred to is the recent P&C
-( ramble, when Oxydol — originally
scheduled in a limited number of
market- — decided to go nationwide.
Since the Oxydol budget wasn't quite
as big as its heart, the agencv asked
all t\ stations then carrying it to
grant a four-week hiatus. In some
cases, where a station balked. Dash
took over the spots for the hiatus
period, hut in other cases either Dash
refused the spots or the stations them-
selves reclaimed the spots altogether.
Meanwhile, the four-week hiatus was
(hanged to three. Oxydol asked for
-pots hack on new avails, other P&G
products had taken over some of the
spots, and new start-and-end dates
were "in a spin.
It ended up. several reps concur.
with five or six men doing the buy-
ing, and one having no idea what the
other was doing.
"It's then that we wished Dancer's
internal coordination was as solid as
its external ethics," a station group
spokesman told sponsor. "The agen-
cv's standards are unassailable: it's
only the implementation of those
standards that's occasionally baffling."
There has been much speculation
on the closing of D-F-S's Chicago
offices at the end of this month, not
only with respect to other New York
agencies following suit, hut to the
future of Dancer's far-flung operation
itself. With offices still in Los An-
geles. San Francisco. Toronto and
Dayton, Ohio, what does the Chi-
cago close-out portend? The agency s>
sizeable position lit ranks 11th in
total hillings) is due in large meas-
ure, sav observers, to its ahilitv to
-erv ice regional accounts. The Chi-
cago action sends about 25 employees
(including F. Sew all Gardner, senior
vice president and general manager
of the Chicago office I to Posl & Morr,
leaves the future of some eleven ac-
counts in doubt. Of these eleven,
D-F-S reportedl] is trying to hold on
to Swifl and Frito only, a combined
hilling of about §3.75 million an-
nually. Those close to the account
-i\ Swift, would never take its ad-
vertising out of Chicago, aren't cer-
tain at all that the Frito Co.. a Dallas,
Texas concern, will want its midwest-
ern media bought out of New York.
"Rut with all its problems, inside
the shop and out." sums up one
knowing source, "you can be sure of
one thing. Dancer-Fitzgerald-Sample
remains on top of the media-market-
ing heap. And with men like Cliff
Fitzgerald, Chester Birch. Fred Leinh-
Iv. Jim Neale and Louis Fisher on
top of the really important accounts,
there's small likelihood of its toppling
at least not until the millen-
CREATIVE RADIO
{Continued from page 31)
taken with — (name of baseball play-
er). About 1,000 listeners wrote in.
The winner had his picture taken with
the plaver. plus six box seats to a
special game. In addition, he and
his guests had all the hot dogs, soda-
pop, and popcorn they could eat. The
winner then received $150 worth of
prizes from the Business Boosters.
Additionally, the station launched
a Senators' slogan contest with a
prize of 15,000 Top Value stamp-.
More than 2,500 listeners sent in slo-
gans. Also, there was a "Spot the
Ball" contest in which a picture of
the Senators playing ball was taken
with the ball blocked out. Listeners
were asked to spot it correctly. Near-
ly 10.000 people entered for S200
worth of prizes. WTOP Radio also
conducted an effective "Scramble"
contest based on the words "WTOP
Senators Boosters." There were more
than 2.000 entrants for this contest.
A successful example of the use of
a studio- on -a\ heels comes from
WFIL. Philadelphia. The station re-
gards it as of prime value and a con
tinuing advertising plus for local
sponsors. It has been in action for
some five years. It is called tin
WFIL Show Wagon and is reported
lv the only one of its kind in the
Philadelphia market. Dailv live
broadcasts draw over 100.000 people
a day to the WFIL Show Wagon ap-
pearances at department stores, -Imp
ping centers, conventions and fair-
Sponsors, particularly automobile
dealers and appliance and furnitun
stores, find the Slmw Wagon another
station plus with the Inning of time
lilt
I 511
SPONSOR
9 aprii. 196i
J
The promotion department of
WNBC Radio (New York) updated a
venerable exploitation idea not so
long ago when it was informed that
Davega Stores was about to launch
an intensive schedule of spots with
originations from several Davega
stores in the New York area. To pro-
vide the sponsor with an effective
plus, the station arranged to have a
voung lady (Miss WNBC for pur-
poses of the contest) visit 19 Davega
stores, including three from which
remotes would originate. The final
seconds of the Davega spots were
filled in with clues as to the identity
of Miss WNBC. Anyone in the store
spotting Miss WNBC was presented
with a transistor radio as a prize. A
followup was a WNBC-Davega Carib-
bean holidav contest — a non-compli-
cated affair in which any person vis-
iting a Davega store dropped a card
with name and address in a box. The
winning slip called for a free cruise
for two. The Davega Stores' Miss
WNBC contest was advertised in dis-
play space under station auspices as
well as Davega Stores newspaper
copv.
Radio, in many instances, appears
to be doing a resounding job for new
and used car business from coast to
coast. Scores of examples have come
to sponsor's attention of promotional
gimmicks which radio has employed
in behalf of the automotive industry.
For example. Marvin Mirvis, general
sales manager of WITH, Baltimore,
cited the case of a car dealer with an
over-supply of used cars on his lot.
Newspaper advertising was unable to
oiove any of the cars. Said Mirvis:
'We suggested the old 'beeper phone'
ommercial approach." The car deal-
er said he would try it. He selected
me car as a special for each day and
lave a complete and accurate de-
scription of it. This approach, it
yas said, created enthusiasm on the
>art of the auto dealer and made a
trong impact on the listener.
With slight variations, old promo-
ional ideas are indeed proving most
ffective, in the opinion of Lorrie
Jarofsky, promotion director of
VIBG Radio. Philadelphia. The sta-
ion recently came to the aid of a car
ealer with a variant on an old
leme, namely a "Weigh In and
v in" contest. It was designed to
raw people into the Doan-Calhoun
'hevrolet salesroom. A bodv weight
gure (from 100 to 250 pounds)
was placed in a sealed envelope. Lis-
teners were invited to visit the sales-
room and weigh in on an official
scale. At the end of the contest, the
listener whose weight matched or
came closest to the one in the sealed
envelope won a used Chevrolet. Some
550 bona fide adult motorists came
to the salesroom as a result of WIBG
spots. The station said it was indeed
unusual since the prize was. in this
instance, a used car.
An editorial-advertising promotion
designed to stimulate new car buying
in Albucmerque was staged by KOB
Radio. Albuquerque, last spring. It
used the theme "You Auto Buy Now"
with all KOB personalities partici-
pating in the production of the com-
mercials. It proved to be a massive
four-week saturation editorial cam-
paign giving listeners all the reasons
why they should buy now. The sta-
tion offered new car dealers these
promotional spot announcements if
they would place schedules in con-
junction with the promotion. Many
car dealers hopped on the band-
wagon. The results, particularly at
a moment when the economy was
'We have been amazed at the
immediate results of WIIC's Luncheon
At The Ones. Phones start ringing
before the show is over, and
k s(des are better than they have
been in 79 years of business."
"Alice Weston's Luncheon
At The Ones show gives us
the instantaneous reaction we
must have at the cash register
plus the carry-over of creating
a favorable over-all image."
RESULTS!..
from Pittsburgh's buying ivomen
The comments are from just two of the enthusiastic spon-
sors of WIIC's Luncheon At The Ones— one of the hottest
current spot buvs in the Pittsburgh market.
Hostess Alice Weston serves an entertaining and informa-
tive menu of top guest stars, news segments, music, human
interest — weekdays at 1.
If you are looking for results in the important Pittsburgh
market, participate in Luncheon At The Ones.
Represented nationally by Blair-Tf.
The eyes of Pittsburgh
PONSOR • 9 APRIL 1962
45
ging, wen- gratifying, 1 >< >t h to the
station and it- advertisers.
\n matter bow modest the promo-
tion effort, there appears to be a de-
cided pln> for all concerned as ei i-
denced \<\ \\N.I^ Radio, Winston-
Salem, when it proceeded t<> do its
share for the new Dodge Dart. In
conjunction with the introduction of
the new model, the station used a
Dodge Dart for showing around the
iit\. accompanied l>\ a prettj mem-
ber of the WSJS Radio staff. The
effort even won a Dodge model car
and :^2 million in Confederate monej
for Robert Sparrow, station sales
manager. BBDO. the agency han-
dling the account, made the award.
Weather, a universal theme, is al-
ways good for linkage with an appro-
priate sponsor, a- in the ease of the
Central-Penn Rank of Philadelphia
which has been sponsoring weather
programs on \\C\l Radio. Phila-
delphia. This public service feature
i- buttressed with what has heen de-
scribed as a superior response-pro-
ducing puhlic service mailing. Each
month the station sends a Krick long
range weather report to golf clubs,
private-puhlic-parochial schools, and
Central-Penn's correspondent hanks
and offices for public posting. Hun-
dreds of favorable comments from
teachers, principals, golf club mem-
bers, employees and manv others
have reached both station and the
sponsor.
In addition to having its person-
alities plug food sponsors' products
both on the air and in supermarkets,
K\\. Los Angeles, also purchases
space in the Food Mart News, a trade
paper in the Southern California re-
gion, to call attention to Phil Nor-
man's (director, KNX merchandising
department) Coffee Breaks. The col-
umn appears every other week and is
a decided plus in the station's han-
dling of food spots.
W l\S. New York, has had signifi-
cant results with definitely offbeat
variations on old themes. In con-
junction with an advertising cam-
paign by a real estate firm for a new
housing development, listeners were
a>ked to mail in their old kevs. which
were placed in a midtown Manhattan
lot. A movie star was chosen to pick
one key from those mailed in. The
owner of the selected key received an
apartment in the new development,
rent free for one vear. Over 20.000
kevs were sent in.
46
\ furniture store used WINS to
advertise a sale in a Brooklvn ware-
house. As part of the promotion, the
station urged listeners to wear old
clothes to the sale and offered prizes
to those wearing the oldest garments.
More than 1,000 persons were knock-
ing on the warehouse doors before
the sale began. Resembling a tatter-
demalion army, thej nevertheless
had their pockets stuffed with green-
back-; read) to pick up bargains in
mahogany, baroque and modern. ^
SCHROETER
(Continued from page 33)
segments of the population and in all
sections of the country, we seek vary-
ing amounts of family audience (ac-
complished by early evening family
programs) and child audience (ac-
complished by Saturday morning pro-
grams). Schroeter said that the pro-
grams they buy must be of high
quality, production-wise, and that the
audience be satisfactory in size, com-
position and geographical scope. Also
the costs must be satisfactory both in
total and on a cost-per-thousand
basis.
Nabisco's financial investments in
television have been growing with
impressive dignity every year. In
1961 National Biscuit spent $12,891,-
872 (gross time billings) in televi-
sion of which 111,362.302 went into
network tv and $1,529,570 went into
spot tv. Both network and spot tv got
$11,669,252 from Nabisco in 1960.
In 1959 the company spent $9,730,-
000 in network and spot tv, accord-
ing to TvB figures.
A current sponsor of NBC TV's
Wagon Train, National Biscuit will
stay in the same time period in the
network's Wednesday evening pro-
gram schedule next season, having
bought sponsorship in The Virginian,
the new 90-minute weekly series
which replaces Wagon Train in the
fall.
But Nabisco isn't altogether relin-
quishing its hold on Wagon Train.
It is planning to pay some $4 million
for its participation in the Donna
Reed Show and the Sunday repeats
of Wagon Train starting next Janu-
ary over ABC TV. It bought alter-
nate half hours in the Donna Reed
Show, weekly 30-minute segments in
the Wagon Train repeats.
Nabisco's other current programs
on NBC TV include Concentration.
Young Dr. Malone. Loretta Young
.ill
tr
Theatre and Say When.
Nabisco's sponsorship on CBS TV N"
includes alternate-week quarter-hour
sponsorship of Love of Life, Verdict
Is Yours. The Millionaire and As the
World Turns, as well as full half-hour
sponsorship of Shy King and alter-
Date week one-third sponsorship of
Rawhide. Indications are that Na-
bisco will add another alternate-week
quarter-hour in the daytime starting
next fall.
Nabisco's advertising managers
leach operating division has from
one to three) have close working re-
lation- with the field selling force
and the product managers of several
advertised brands.
On the subject of more effective
media selection, Schroeter has this to
sa) : "Each of us would probably be
willing to trade a few more gray
hairs for the ability to document n
spades for our managements the num- At
her of advertising dollars needed and
how they should be spent to accom-' m
plish the objectives set for our com-
panies' advertising. But let's not kid
ourselves. That day isn't here vet.
"Nevertheless, considerable prog
ress has been made in answering
some of our basic questions about
the media in which we commit our
companies' dollars."
Such a forward step, according to
Schroeter, is the Nielsen Media Sen
ice. ''a quantitative measure which re-
ports the number of adults who at
least had the opportunity to see ad
vertising in each of the two media —
magazines and tv — and the kinds
people they are."
On the subject of media presenta
tions. a frequent and time-consumin<;
problem for men who concern them
selves with time and space buying
Schroeter had clear and positive
views. He told SPONSOR he woulc
much prefer to see a specific rathe
than broad and generic type of pre*
entation.
"I'm usually the guy the othe
guvs bring."' he replied when askec
what he would need to know befor-
he brought other company exec
tives to a media presentation. "B<
fore I would bring anyone, I woul
want to be sure that it is in their i
terest." he noted. "Of course. ;i
media people want the president pre-
ent. But the end result is that advei
tising and marketing people mak.
the final decisions. The salesmen d
not make the decisions. In the cas
„,
II
SPONSOR
9 APRIL 196
of the This Week Biennial Grocery
Study, we were delighted to invite
our sales people."
Schroeter was thumbs down on
competitive presentations. "If it is
a competitive presentation on broad-
cast versus print, it is a waste of
time," he maintained. He thought
the best time to leave his office for a
presentation, insofar as he was con-
cerned, would be around 4 or 4:30
p.m. "This is toward the end of my
dav." he said. "Those breakfast
presentations don't go down with me.
It is easier for me to control my day
if I have a later hour presentation.
I can't think of one," Schroeter said
when asked how many presentations
he would have liked to have seen
more than once.
'Who and what determine who at
lis company should attend presenta-
tions?" To this question, Schroeter
replied: "The nature of the presenta-
tion decides this. Our advertising
managers invite the proper individu-
als."
"Should a presentation stress facts
or concepts?" In Schroeter 's opin-
ion, there is a place for concepts, but
generally speaking, presentations
should supply facts.
Schroeter said he did not take
notes at presentations. Nor was he
ready to say which day of the week
was best for viewing them. "It is
hard to give a general answer," he
said. "It depends on many factors."
Schroeter was asked how many
presentations were promoted as cus-
tom-made for him really were? He
thought "many of them were but in
some cases it was unnecessary."
"A too-elaborate, specially pre-
pared presentation is embarrassing to
me," he observed. "We don't want
our company obligated for a fancy
presentation."
Would he prefer dramatic presen-
tations over straight-forward pres-
entations? His answer: "There are
some very dramatic presentations I
can recall. If facts are of the essence
in a presentation, you can do with-
out the drama. I may listen to a guy
who is good at the dramatic stuff, but
I'm more likely to be influenced by
the guy who gives me more facts."
How much did he think the aver-
age media presentation cost? "May-
be $10 a page for a flip job," he said.
"But I'd rather they kept the cost of
presentations down. I don't get very
impressed with electronic devices."
Schroeter acknowledged that he
learned from media presentations.
"I've learned a great deal," he said.
"If I go to a good tv presentation, it
brings me back to the fundamentals
of buying time. My responsibility
covers so many fields that this is a
good thing for me to do every once
in a while."
There was an amused look in
Schroeter's eye as he was asked to
comment on the question, have you
ever used the ideas and techniques of
media presentations in your own
presentations? "Yes, he said, with-
out hesitation. "I pirate just as much
as everyone else does. Of course, I
respect copyrights."
Had Schroeter ever used portions
of media presentations with his own
sales staff to support his own media
decisions? "We have used media
facts," he replied. "But I don't think
we have ever used a presentation."
Did he prefer live presentations
over film? "As long as the medium
is Avell adapted to the purpose of the
presentation, I'm interested," he said.
The Nabisco advertising chieftain
estimated that he has gone to ap-
proximately one presentation a month
(Please turn to page 58)
JACKSON.MISSISSIPPI
BOOMING JACKSON
RATED
"PRIME-PRIMARY"*
MEDICAL SERVICE
CENTER
•^ Top A.M. A. rating meaning all
medical diagnosis and treatment
services are available.
WLBT
channel
:HOLLINGBERY
-WJTV
channel
:KATZ
PONSOR
9 april 1962
47
SPONSOR
WEEK
WRAP-UP
NAFMB elects officers
(Continued from page 8, col. 1)
reach of audience, measuring aver-
age listening hours per day by day-
parts, and developing an audience
profile on fm listeners' age, sex. in-
come, occupation, education, family
size, etc.
However, fm people are a combi-
nation of factions and hardly a uni-
fied group. Some are interested in
fine arts, others in popular pro-
grams, and in addition, storecasting,
background music and stereo each
have special advocates.
Advertisers
The creation of marketing "teams"
for the three brands brewed by Jos.
Schlitz resulted in a game of musi-
cal chairs among top marketing per-
sonnel.
Planning directors named to helm
all activities on the brands are: Paul
L. Pohle (Schlitz), Chester B. Mar-
gerum (Old Milwaukee), and Robert
G. Thomas (Burgermeister).
These appointments necessitated
other shifts as follows: Bill G.
Moomey to director of regional
brands advertising, merchandising
and sales promotion for Old Milwau-
kee and Burgermeister; Ralph Gib-
:i
NEWS BEAT was scored by WABC, New York, hard-driving sports director Howard Cosell (I)
who got the first radio interview with boxer Emile Griffith (on 'Clubhouse Journal') after the
Madison Square Garden bout which critically wounded Welterweight Champ Benny (Kid) Paret
Jm ^^^
*
1 1
J
4
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POSTSCRIPT to John Glenn's orbital flight is delivered by WIND, Chicago, news director
Frank George (I), who tells some of his experiences during the 21 days of broadcasting prepara-
tion at Cape Canaveral to Ed Fitzgerald (c), J. Walter Thompson and Ralph Atlass, WIND v. p.
18
GROUND BREAKING for new tower at
WPTV, West Palm Beach, (l-r) Chet Pike, t
Jr., gen. mgr.; M. C. Watters, Scripps-Howard
Broadcasting v. p., James Hanrahan, S-H
v.p. and gen. mgr. of WEWS-TV, Cleveland
CITED for service to United Community
Funds and Councils of America is John S
Hayes (I), pres. of Post-Newsweek station
and new pres. of UCFCA national assn. Phili|
J. Franco, a conference chmn., presents awar<
SPONSOR • 9 APRIL 196
son to director of Old Milwaukee ad-
vertising, merchandising and sales
promotion; Henry DeBoer to area di-
rector of western sales, replacing
Pohle and William Sutton to mid-
west division manager, replacing De-
Boer.
PEOPLE ON THE MOVE: E. V. Rag-
gio to product manager in the Phar-
maceutical division at Colgate-Pal-
molive.
Agencies
Young & Rubicam has had to resign
its $3 million Union Oil Co. of Cali-
fornia account as a result of recent
acquisition of a group of gas stations
in California.
In addition, Y&R named a new
v.p. in charge of the Los Angeles
office, James C. Armstrong.
Who will get the Union Oil busi-
ness is still a question, but there
were reports that several executives
of Y&R's west coast office plan to set
up a new agency to handle the ac-
count. This was denied by Union
Oil.
Other news affecting the oil busi-
ness came in the form of a stern
warning from Ward F. Parker, v.p.
and coordinator of marketing-mer-
chandising services at J. Walter
Thompson.
He told a meeting of executives of
the Western Oil Industry in Phoenix
that service stations will lose a mul-
tibillion dollar market in tires, bat-
teries and accessories to discount
houses and stores unless they de-
vote more study to mass-merchandis-
ing methods.
Agency appointments: Claussen's
Bakeries of Georgia and South Caro-
lina to Robert Luckie, Birmingham
. . . Wisconsin Physicians Service to
Geyer, Morey, Madden & Ballard,
Racine . . . Perry Bros, to Rose-Mar-
tin .. . Plough Laboratories to Rob-
ert A. Becker . . . Northern Industries
and A. W. Francis Co. to Mohr &
CONGRATULATIONS from UNICEF follows the preview of the
Trst two programs of WHDH-TVs new series 'Life in Asia.' Gathered
at the Boston outlet are (1-r): stn. star and producer Frank Avruch and
/irginia Bartlett, UNICEF's C. Lloyd Bailey (Exec, dir.) . Patricia
Hartwell (public information) and Victor De Kuyserling (publicity)
lISS TWIST TALKS to Jimmy Kilgo, host of 'Kilgo's Kanteen' on
SOC-TV, Charlotte. She's June Wilkinson, billed as the number one
"ist Girl' and star of the recent feature film, 'Twist All Night'
CAJUN QUEEN Betsy McKissick, winner of contest on KBOX, Dallas
('Jimmy Dean Show'), is surrounded by Jimmy (on her left) and
station personalities who escorted her 'on the town,' part of her prize
APPLE for the teacher contest at WRVA, Richmond. Top prize
($100) goes to Nicholas A. Spinella (r), pres. of the St. Bridget's
PTA, who munches apples with news-program dir. Jack B. Clements
PONSOR
9 april 1962
49
Eicoff . . . Hindustan Steel Ltd. to
J. Walter Thompson Private Ltd., Cal-
cutta . . . Vendtronics Corp. to Yardis
. . Boyle-Midway division of Amer-
can Home Products to Mogul, Wil-
iams & Saylor for Griffin Shoe Pol-
shes ($1 million), from Tatham-Laird
. . E. & J. Gallo Winery to Y&R for
its specialty wines, from BBDO . . .
Fontana-Hollywood Corp. to Chester
Gore . . . Carl Buddig to Henri, Hurst
& McDonald, from MacFarland Ave-
yard . . . Wilson Laboratories to
Page, Winchester & Connelly . . .
The Fooa Products division of Pet
Milk to DCS&S for a new product.
Gardner retains all present products
and several other new products . . .
Beverly Farms to Sykes Advertising,
Pittsburgh.
Top brass moves: F. L. Newmeyer,
Jr. was elected a senior v. p. at Erwin
Wasey, Ruthrauff & Ryan . . . Three
managers of Foote, Cone & Belding
elected to the board of directors
were William E. Chambers, Jr. (New
York), Louis E. Scott (Los Angeles)
and William C. Matthews (San Fran-
cisco) . . . M. James Robertson was
elected to the board of Chirurg &
Cairns, succeeding Williard C. Wheel-
er who is now acting as consultant
to the agency.
New v.p.'s: Troy Ferguson, Jr. at
Adams & Keyes . . . Robert E. Field,
Donald F. Mahlmeister, Richard P.
Monley at MacManus, John & Adams
. . . Louis T. Hagopian at N. W. Ayer
. . . James L. Lurie at Earle Ludgin
& Co. . . . Henry Muller at Ted Bates
. . . Channing M. Hadlock at Chirurg
& Cairns, and also named director of
radio-tv.
PEOPLE ON THE MOVE: Dr. Virginia
Miles to Y&R research from McCann-
Marschalk . . . Richard Houghton to
account supervisor for Max Factor at
Carson/ Roberts . . . Magdalene Di-
amantis to research director, Jerry
Sachs to plans director in marketing
services, Jane Catlin to research co-
ordinator at Carson/ Roberts . . . Ken-
neth M. Merritt to copy group head
at Compton . . . Richard Cox to super-
visor of the General Foods radio-tv
That stock you've been thinking about
The one you've been wondering whether or not you ought to buy.
You keep following its price in the paper. You keep hearing good things
about it. But you wonder. Is it for you? Should you buy it?
One way to help you make up your mind might be to ask us what
we know about it. That won't cost you anything— whether you're a
customer or not.
So. why not write the name of that stock down right here and mail
it back to us.
Well be happy to send you whatever information our Research
Department has available on that stock. And if you'd like information
on another stock or two, by all means ask. Just put your name and
address here.
X vme . .
Annni v^
City ^ S i \ i i
Yoi n Phone No .
(SX-ll
ill
1 MERRILL LYNCH,
U PIERCE, FENNER & SMITH IMC
MEMBERS NEW YORK STOCK EXCHANGE AND OTHER PRINCIPAL STOCK AND COMMODITY EXCHANGES
70 PINE STREET, NEW YORK 5. NEW YORK
account at Y&R, replacing Warren
Bahr who moves to plans develop-
ment and liaison between the tv/
radio and media departments . . .
Howard M. Wilson to general cor-
porate executive in charge of cre-
ative services at Geyer, Morey, Mad-
den & Ballard . . . Frank Wulff to
account executive at Doyle Dane
Bernbach . . . Joel Herrick to copy
chief at Victor A. Bennett . . . Rob-
ert T. Nugent to associate director
tv/ radio department at Fletcher
Richards, Calkins & Holden . . .
John Shima and Paul Roth to media
group heads at K&E . . . Robert J.
Heckenkamp to media director at
Page, Winchester & Connelly . . .
Stella Porter to timebuyer and Mary-
ann Keelor to the tv and radio mer-
chandising department at Wermen
& Schorr . . . John J. P. Odell to ac-
count supervisor at Leo Burnett.
Associations
The Georgian Assn. of Broadcasters
will present annual broadcasting and
public service achievement awards.
To be presented for the first time
at the 27th Annual Convention 5-7
August, the awards are for (1) broad
caster-citizen of the year, (2) promo-
tion of the year, and (3) radio-tv
station of the year.
There'll also be a special award
for "Georgian of the Year" given by
the GAB to a non-broadcaster for
outstanding service to the state.
Deadline for entries is 1 June.
PEOPLE ON THE MOVE: Walter A,
Scanlon, former merchandising and
promotion manager for CBS Films
New York, has joined the staff of the
NAB as its field representative in
New England . . . Edwin M. Marshall
to A.A.A.A. as assistant v.p. in tv and
radio administration and production
talent union relations and other
broadcasting activities. Dorothy
Copeland, A.A.A.A. staff executive
dealing with union problems ir
broadcasting, resigned to become i
freelance consultant in labor re!a
tions.
{Please turn to page 55)
50
SPONSOR
9 APRIL 19ft
.
What's happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
9 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
The Appeals Court has issued its decision in the case of Suburban Broadcasting
vs. FCC: it is a jarring decision, though it raises some doubts about its impact.
This is the case involving FCC refusal of a new FM station for which there was only one
applicant on the grounds that the sole applicant had made no effort to ascertain local
programing needs. Given a clear test was FCC authority to require an applicant to find out
community needs and to present a plan for meeting them.
The three- judge court in its unanimous decision stressed that it was deciding only the
"narrow" issues of this specific case. The broadcasting industry would disagree with the
choice of the word "narrow."
It is narrow in the sense that some doubt remains which would have been cleared
away by a decision drawn with a broader brush. Logic would seem to say that if the FCC
can legally go this far, then it can also cancel a license if a station operator fails to live
up to the programing he has been forced to promise.
However, it is also true that a license cancellation case involving failure to carry through
on programs promised to secure a license would get more deeply into the question of censorship
than this case did.
In this case, the Appeals Court brushed aside the censorship issue with a holding that
the Supreme Court's network broadcasting decision established FCC power to require attention
to community needs.
It is believed that the Appeals Court decision will be taken to the Supreme Court,
and that body with the final legal word may do more in its decision to outline the borders
of FCC powers. If the Supreme Court refuses to hear the case at all, the Appeals Court deci-
sion will stand, but the legal precedent will be much weaker.
Backers of legislation to require that all tv sets sold in interstate commerce be
equipped to receive all 82 vhf and uhf channels are much encouraged : however,
the broadcasting industry could be entering the jaws of a trap in this bill.
The Harris House Commerce Committee approved the bill, following FCC agreement to
wait as long as it will take to find out whether UHF can be rescued by this means alone, without
resort to deintermixture. There have been predictions that the bill will now slide through,
rather than being permitted to die on the vine as previously anticipated.
Passage of the bill would certainly protect all existing vhf stations from being shifted to
UHF for between five to 10 years. However, in that time it would also mean that a vast ma-
jority of people would have sets capable of receiving UHF without further modifi-
cation or expense.
All of which might make it easier for a future Commission, in the event UHF stations are
still unable to compete with VHF even with substantial or full set conversion, to dictate a
wholesale switch to UHF.
The daytime-only radio stations have another of their many Congressional
hearings coming up 16-17 April: the House Commerce Communications subcom-
mittee will go back into the subject on those dates.
Last year, subcommittee chairman Morgan Moulder (D.,Mo.) showed considerable sym-
pathy for allowing minimum 6 a.m.-6 p.m. operating hours which full-time stations claim
will result in destructive interference. However, other subcommittee members were in
hot opposition.
SPONSOR • 9 APRIL 1962
51
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
9 APRIL 1962
Copyright I9S2
SPONSOR
PUBLICATIONS INC.
Spot tv will be the beneficiary, in part, of that P&G cut in nighttime network
tv programing for the 1962-63 season.
The reason for the reduction: a number of P&G smaller brands can no longer afford
the cost of participating in the company's nighttime program stable.
Hence their new strategy will be flights in spot tv and on occasions short-term minute buys
on network night schedules.
What's apparently taking place within P&G: a reappraisal of just what brands actually
can absorb the nighttime tariff as compared with the greater budgetary flexibility af-
forded by selective spot.
While station men and radio reps alike gathered in Chicago to hear FCC chair-
man Newton Minow deliver his "jukebox" oration, their cohorts who stayed at home
were busy processing new business which made it the best week national spot radio
has seen in quite a while.
Biggest boost came from Fuller paint, feeding coin to some 190 stations in its
heaviest radio push. U.S. Tobacco, which has been active for its new cigarette, Skies, bought
several markets for Old Briar and Copenhagen snuff and DuPont added markets in its dacron
campaign. American Oil placed a hunk of business for Amoco.
For details of this and other spot activity of the past week see items below.
SPOT TV BUYS
Hills Brothers Coffee is gearing up for an extensive campaign which will include approximate-
ly 80 markets. Schedules will run for three weeks, using prime 20's and 10's, and fringe 60's,
20's and 10's. Agency is N. W. Ayer and Paul Kizenberger is the buyer.
Dow Chemical is entering a 13-week campaign for Dow Handy-Wrap. Placements are for
60's in day and fringe time over a scattered-market area. Agency: Norman, Craig & Kummel.
Buyer: Jack Maes.
Armstrong Rubber will hit 18 markets in a campaign for its tires which gets rolling on 13
May. Availability requests are for minutes at night and some weekend spots. Schedules will
run for 13 weeks. Agency: Lennen & Newell. Buyer: Marion Jones.
Joe-Lowe Popsicle will launch its spring-summer campaign in 27 markets. The push begins
14 May or 14 June, depending on the market and runs for four-six weeks. Time segments:
Kids' I.D.'s. Agency: Gardner. Buyer: Ruth Clinton. '
American Home Products is going into selected markets to test its new pill, Sleepeze.
Nighttime minutes are being used for 13 weeks. The account is handled by Ted Bates and the
buyer is Frank Moran.
Gerber Baby Foods has lined up daytime minutes in seven markets for its latest campaign.
The schedules will start 16 April for 10 weeks. The buying is being done out of D'Arcy by
Bob Lazetera.
Carter Products is using fringe-time minutes in selected markets for various products. The
campaign is set for 26 weeks. Agency: SSC&B. Buyer: Pete Holland.
Corning Glass Works will promote its Corning Ware with a month-long campaign which
•r)2
SPONSOR • 9 APRIL 1962 '
SPOT-SCOPE continued
starts at the end of this month. There are seven markets so far. Time segments: prime breaks.
Agency: N. W. Ayer. Buyer: Arnie Ramberg.
Texaco is requesting prime breaks and fringe minutes in some 11 markets. A four-week
flight gets started on 30 April for the oil firm, out of Benton & Bowles. Buyer: Jack Mitchum.
Paper Products Co., Los Angeles has mapped out a 13-week push for its insect killer, No Bugs
M'Lady. The campaign begins 16 April or 1 May, depending on the market. There are seven
markets set. Time segments: minutes and breaks. Agency: Wade, Los Angeles. Buyer: Ro
Bramel.
Hi-C division of Minute Maid starts 29 April in 20-25 markets. Time segments are day and
night minutes and schedules are set for 17 weeks. Tom Camarda, of Dancer-Fitzgerald-Sample,
is doing the buying.
General Insurance Co. of America will use some daytime on weekends and nighttime min-
utes starting 22 April for 13 weeks. There are four markets so far. Agency: Lennen & Newell.
Buyer: Lou Crossin.
Nestle will promote its Decaf coffee for eight weeks starting 30 April in selected markets. The
account is handled by McCann-Erickson and the buyer is Judy Bender. Time segments: fringe
minutes and prime breaks.
Shulton is going into a number of top markets with a new flight for 3-Way Curl Spray, be-
ginning in May for seven weeks. This will be followed up in early August with another run.
Buys are for fringe and prime evening minutes. Agency: DCS&S, New York. Buyer: Marty
Daniels.
Warner-Lambert has a drive set for its home permanent Fashion Quik. Daytime minutes
get started 16 April for 21 weeks in a few selected markets. Agency: Lambert & Feasley.
Buyer: Frank Sweeney.
Kimberly-Clark is going into about 10 markets this month with a campaign for Kleenex
tissues. Daytime minutes will be scheduled for 13 weeks. Buyer: Vera Tabaloff. Agency:
Foote, Cone & Belding, Chicago.
Salada-Sherriff-Horsey, Salada-Junket Div., has bought kid show minutes for its Junket
products in a few markets. More will be added beginning in early summer. Buyer: Stu Brown.
Agency: Cunningham & Walsh, New York.
SPOT RADIO BUYS
W. P. Fuller & Co., paint division, has gone into 90 markets, utilizing 190 stations and cover-
ing eight Western states. Alaska and Hawaii. The campaign will run for two and a half months.
It's the heaviest radio schedule in Fuller's history and may also mark the most active radio push
by any member of the paint industry. Agency: Fletcher Richards, Calkins & Holden, San Fran-
cisco. Buying the spots, all minutes, is Doris Williams.
Best Foods division of Corn Product Sales is going into 15-20 markets for Hellmann's Mayon-
naise. The campaign is scheduled for five-10 weeks and time segments are housewives' minutes
and 30's. The agency: Dancer-Fitzgerald-Sample. Buyer: Joe Campion.
U.S. Tobacco has plans for a large-scale campaign. Products to be promoted are Old Briar's
pipe tobacco and Copenhagen snuff. The market line-up so far calls for 20-25 cities, using
drive-time minutes. Frequencies are moderate, with five-10 spots per week, per market. The
buying is being done out of Doherty, Clifford, Steers & Shenfield. Buyers: Marty Daniels and
Norman Ziegler.
DuPont is adding markets in late April for its major-market campaign on behalf of its textile
fibers division which started in March. Expanded flight is for two weeks, using traffic-sports
minutes and again the buys are multi-station. Agency: BBDO. Buyer: John Flynn.
WSOR • 9 APRIL 1962
53
9 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
OUie Treyz is in a wide open position next season to sell the Warner Bros, tv
product to whatever network is interested.
Some months back Treyz, as then ABC TV president, indicated that the network's new
policy was to broaden its supplier base considerably, which, obviously, meant that the
exclusivity relationship with WB had come to an end.
Ironically, it turned into an opportunity for Treyz with Warners.
An agency that apparently operates on the thesis that what's happening on one
account shouldn't be kept a secret from other accountmen in the shop is Comp-
ton.
For instance, the tv commercial side is running a preview for all the accountmen of 15-
20 commercials that have just been completed for various clients.
A broadcaster in a major market was so anxious to get a piece of business for
his radio stations that he's arranged to toss in as a sort of premium a special tv
program.
The tv item, having the gloss of public service, would provide an opportunity to people
from the company buying the radio campaign to talk about some of the things they have
going in the laboratory.
The campaign on radio is for 13 weeks, but the tv "bonus" will be a singleton
It's quite possible that North in announcing Reggie Scheubel's appointment last
week wasn't quite aware of the facts when it said that she had the unique status oi
having been the only female agency radio or tv director.
Back in the late '30s and early '40s there were a couple of other women radio departmen
heads. The names: Diane Bourbon, of Ward Wheelock, and Elinor L. Larsen, of Geyer
Cornell & Newell.
The outdoor people apparently aren't letting themselves be outdone by the t
networks when it comes to the device of built-in spot "bonuses" and "dividends."
A midwest station in relating to its rep last week what it was doing in outdoor audienc
promotion said it had lined up 48 boards for four weeks but the clincher was this:
had to pay for only two weeks.
Trade observers sense an air of intramural stirring of an executive suite natur
beginning to make itself manifest in some of the oldline rep firms.
They describe it as something to be expected in anticipation of the eventual retireme?
of a company's founder.
The head of a New York agency, who plans to retire, is nurturing an eccenti
city which has his key associates deeply puzzled and dismayed.
In control of 60% of the agency's stock, he is bent on selling out his interest to son
other agency rather than giving his key people a chance to buy him out.
One guess is that he prefers to see the agency name be retired along with his perso
al direction, obviating any chances of his associates proving that they were able to make
bigger thing of it without him.
II
,;»»
*'■&
m l
>»M(
54
SPONSOR • 9 APRIL 19
WRAP-UP
{Continued from page 50)
Tv Stations
A special survey conducted by
WTMJ-TV, Milwaukee illuminated
some interesting notes on parents'
views of tv's effect on their children.
Conducted in late 1961, the survey,
conceived and analyzed by Dr. Wil-
bur Schramm of Stanford U., sam-
pled 885 parents and revealed the
following:
• 75% reported desirable behavior
attributable to tv.
• 52% noticed undesirable be-
havior they could attribute to tv.
• 55% said tv was good for their
children's school record, while 5%
said it was detrimental.
• 76% said tv was good for their
children's home life (vs. 5% who
replied in the negative).
Interesting sidelight: Of the 52%
who noticed undesirable behavior,
30% directed their criticism at a
single program, "The Three Stooges."
Twenty-one more tv stations have
joined N. C. Rorabaugh.
The new members will start to sub-
mit quarterly reports of their na-
tional and regional spot tv business
for publication in the Rorabaugh
Reports, effective with the first quar-
ter 1962 issue.
This brings Rorabaugh's coverage
of the spot medium up to 358 sta
tions in 224 markets.
Color Kick-off: KCOP, Los Angeles,
launches its commercial, colorcast-
i ing schedule on 13 April. Highlighted
;by two screenings of Danny Kaye's
"Inspector General," the station will
have five and a half hours in color
that day. The full and regular sched-
ule of color programs will be an-
nounced "momentarily," according
to the station.
Kudos: KHJ-TV and radio got a Los
\ngeles City Council citation for
carrying Los Angeles Lakers games
. WTRF-TV, Wheeling and The
Gutman Advertising Agency won top
awards in the Ohio Valley Ad Club
Dmpetition for the WTRF-EFFigie
jseries . . . James Gerity, Jr., presi-
dent and general manager of WNEM-
TV and the fm outlet and WABJ,
Adrian, Mich, received a Certificate
of Appreciation from the National
Foundation of the March of Dimes.
PEOPLE ON THE MOVE: Richard V.
Fairbanks to general sales manager
for WPTV, West Palm Beach . . .
Mori Greiner to station manager of
KMBC-TV, Kansas City . . . Milton
Klein to sales staff of KHJ-TV, Los
Angeles . . . Thomas Coe to the sales
staff at WOOD-TV, Grand Rapids . . .
Alvin G. Flanagan to vice president
and general manager of KBTV, Den-
ver .. . Bernie Souers to local sales
manager of WTTV, Indianapolis.
Station Transactions
The FCC has approved a request
from Metropolitan Television Com-
pany to change the call letters of
KCSJ-TV, Pueblo, Calif, to KOAA-TV.
Metropolitan acquired the NBC
affiliate earlier this year. It also
owns KOA (AM-FM & TV) in Denver.
RadSo Stations
A new RAB service, giving the bu-
reau quasi-ad-agency functions, at-
tempts to encourage department
stores into the medium.
As outlined by president Kevin
Sweeney, RAB will guide stores
through budgeting, selection of mer-
chandise to be radio-advertised,
measurement of results and copy/
jingle counselling. These services
will be performed gratus during the
advertiser's first six months on the
air.
RAB's motivation: a concern that
the 15% agency commission offers
agencies little incentive to guide
large retail accounts, which may ad-
vertise as many as 2,500 separate
items, into radio.
Incidentally, one source of revenue
which may help to make this venture
possible for the bureau: 124 stations
have become RAB members since
the first of the year.
Happy birthday: To WRDO, celebrat-
ing 30 years of broadcasting to the
Augusta area ... to WMAQ, which
marks its 40th year of broadcasting
from Chicago on 13 April.
Speedy recovery: WHEB, Portsmouth,
completely devastated by fire early
last month, returned to the air just
26 hours later. Still operating in
temporary quarters, the station is
being rebuilt.
Kudos: WSB, Atlanta won the annual
$1,000 award of Broadcast Music Inc.
and the American Assn. of State and
avoid the hazards of selling
on your own
Why take the risks involved in negotiating without our
knowledge of markets, of actual sales, of responsible
contacts? In speaking to any buyer, Blackburn's
experience and reputation for reliability naturally
lend greater weight to our opinion than any seller can
reasonably expect to be given to his own.
BLACKBURN & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
James W. Blackburn
Jack V. Harvey
Joseph M. Sitrick
RCA Building
FEderal 3-9270
H. W. Cassill
William B. Ryan
Hub Jackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Healey Bldg.
JAckson 5-1576
BEVERLY HILLS
Colin M. Selph
Calif. Bank Bldg.
9441 Wilshire Blvd.
Beverly Hills, Calif.
CRestview 4-2770
ISPONSOR
9 april 1962
55
Local History for the best 1961 radio
program on the subject of American
history . . . WEEI, Boston, got a
1962 Mass Media Brotherhood Award
of the National Conference of Chris-
tians and Jews . . . WILK, Wilkes-
Barre sales manager Lee Vincent,
who has his own orchestra, walked
off with the runner-up trophy in the
national contest to pick the best
new dance band for 1961.
PEOPLE ON THE MOVE: Hugh An-
thony to station manager of WCCM
and WGHJ (FM), Lawrence, Mass.
and William Curtin to commercial
manager at the same stations . . .
Martin Ross to account executive at
WMCA, New York . . . Paul Edwards
to program director at WINF, Hart-
ford . . . Robert D. Burton to gen-
eral sales manager of WJR, Detroit
. . . Howard N. Johansen to nationa1
sales manager of WHIM, Providence
. . . Frank Breslin to commercial
sales manager at WJRZ (AM-FM),
Newark . . . John E. Miller to com-
mercial manager at WAIR, Winston-
Salem . . . Josiah (Jock) A. Flournoy
Cuisine Exquise . . . Dans
Une Atmosphere Elegante
RESTAURANT
vomN
575 Park Avenue at 63rd St
NEW YORK
Lunch and Dinner Reservations
Michel : TEmpleton 8-6490
to administrative assistant at Broad-
cast Clearing House . . . William C.
Wester to vice president in charge
of sales of Midwestern Broadcasting
Co. . . . Ken Nelson to manager of
WJJD (FM), Chicago, replacing Jim
Brassfield who resigned . . . Sam
Worsham to assistant general sales
manager of KTVH, Wichita.
Fm
Programing plans for the new Jeffer-
son Standard Broadcasting fm outlet
in Charlotte, WBT (FM) are well un-
derway.
Construction began last week and
target date for sign-on is 1 June.
Some 83% of the programing will
duplicate that of the am outlet, but,
the remaining time will include good
music, cultural programs, and fm
stereo.
The transmitter will be located on
top of Spencer Mountain near Gas-
tonia, N. C.
Programatic Broadcasting Service, a
wholly-owned subsidiary of Wrather
Corp. is offering to fm stations a
series of 60-minute shows called
"World of Music."
The program, featuring composer-
conductor-arranger and Academy
Award winner Johnny Green, in-
cludes music, popular and serious,
and discussions involving names
from the entire entertainment world.
Kudos: William Tomberlin, retiring
treasurer of the National Assn. of
FM Broadcasters, was awarded the
NAFMB "F-EMMY" for oustanding
work in the advancement of the art
and science of fm broadcasting.
Networks
The five CBS TV o&o's are gearing
up for a second and expanded Inter-
national Program Exchange this
summer.
This year's contribution will be an
hour of music by American com-
posers performed by Eugene Or-
mandy and the Philadelphia Orches-
tra and produced by WCAU-TV,
Philadelphia.
The seven overseas broadcasters
contributing music or dance pro-
grams especially produced for the
exchange are: Proartel of Argentina,
Australian Broadcasting Commission,
Canadian Broadcasting Corp., Inde-
pendent Television of South Wales
and West England, RAI, Tokyo Broad-
casting System and Telesistema
Mexico.
Programing notes: Sid Caesar will
do nine specials for Dutch Masters
Cigars (Papert, Koenig, Lois) on ABC
TV on Tuesday nights (10:30-11 p.m.),
one each month from October 1962
through June 1963 . . . CBS TV has
purchased Screen Gems' "The Ad-
ventures of Rin Tin Tin" for full net-
work airing in the Saturday, 11-11:30
a.m. slot, beginning 29 September
. . . NBC TV is putting "The Saints
and Sinners" into the Monday (8:30-
9:30 p.m.) slot this fall. Produced
by Four Star, its a series about the
drama of a New York City daily
newspaper . . . NBC Radio has be-
come the first radio network to pre-
sent auto racing on a regularly
scheduled basis, broadcasting two
five-minute programs on Monitor
each weekend. Sponsor is Electric
Storage Battery Co., Cleveland, for
Willard Batteries (Meldrum & Few-
smith).
PEOPLE ON THE MOVE: Theodore
F. Shaker to president of the ABC
TV o&o's . . . Elmer 0. Wayne, gen-
eral manager of KGO, San Francisco,
to vice president of ABC.
Representatives
:-«
■k:
Hi
•JO
a
»
■:':
-it:
M
■:it
kera
k-Sa
Blair-TV, which a year ago set up a
Special Projects division specifically
to sell public affairs and informa-
tional programs, has now published
an attractive booklet lauding activity
by its stations in this area.
The booklet, tagged "How televi-
sion stations are Meeting Community
Needs," comprises a collection of
ads that have appeared in business
publications.
The booklet's message to adver
tisers: Programs of this type make
a superior impact on audiences witr
I «n
56
SPONSOR • 9 APRIL IS
above average educational and infor-
mation appreciation.
Broadcasters and advertisers attend-
ing last week's NAB convention were
the recipients of a new presentation
from the radio division of Petry
charting 16 case histories in national
spot radio.
Examples covered a wide variety
of product categories and marketing
problems, including introductory
campaigns and "Image" selling.
Rep appointments: WDEV, Water-
bury, Vt. to Walker-Rawalt for na-
tional sales . . . WHRV, Ann Arbor to
Ohio Stations Representatives for
Ohio sales . . . KVLC, Little Rock and
KIKS, Lake Charles to Grant Webb &
Co. from Paul Raymer . . . CTV Tele-
vision Network, Ltd., the group of
privately-owned stations in Canada,
to Weed & Co. for exclusive U. S.
representation . . . WGVA, Geneva to
Breen & Ward for national sales.
PEOPLE ON THE MOVE: Mary
Comacho to manager of the sales
service department at CBS Radio
Spot Sales . . . Michael J. Lutomski
to the Detroit tv staff of Katz . . .
Robert S. Walsh to account execu-
tive in the Chicago office of NBC
Radio Spot Sales . . . Juanita Haddy
to account executive in the Los An-
geles office of Weed Television . . .
Rouen J. Westcott to the Los An-
geles tv sales staff of Katz . . . Sid-
ney P. Allen to director of agency/
client relations at RKO General Na-
tional Sales . . . Bob Di Mattina
:o operations manager of CBS Radio
Spot Sales.
Film
-Vestworld Artists Productions has a
lew process which may mean a ma-
or breakthrough in the film anima-
ion field.
Called Colormation, the technique
s the invention of Leon Maurer. The
irocess costs 10% of conventional
nimation and operates without the
se of eels, opaquers, inkers or ani-
nators.
Live shooting techniques are em-
loyed, using specially costumed ac-
tors, puppets or models to produce
full animated and stylized drawings
of any type of animal or human car-
toon character.
In a cross-over of company lines,
NBC Films has acquired syndication
rights to "Hennesey," now on CBS
TV.
The show will be available on a
market-by-market basis for sched-
uling in the Fall. There are 96 half-
hour episodes involved.
Fremantle, which at present has 28
series and seven film libraries run-
ning in Australia, has formed a sep-
arate company to handle the terri-
tory.
Headed by Robert Lapthorne, the
new organization (Fremantle (Aus-
tralia) Pty: Ltd.) brings to six the
separate Fremantle companies which
form the over-all operation.
Offices are in Caltex House, Syd-
ney.
Public Service
Visitors to the Seattle World's Fair
will get a close-up look at color tv
operation, compliments of KING-TV
and RCA.
For the run of the Fair, five color
programs will originate daily from
the Century 21 Coliseum as the main
feature of a major RCA exhibit.
Augmenting the live KING-TV tele-
casts will be all of NBC TV's reg-
ularly scheduled color shows, some
of which will be previewed via close
circuit.
Other highlights of the KING-RCA
exhibit: 24 direct radio broadcasts
daily, a stereo listening lounge, "see
yourself on color tv" sessions.
Public service in action:
• WEJL, Scranton has started the
spring-season phase of "Safety and
You in '62," a year-round specially-
planned promotion of good safety
practices.
• WCAU-TV, in cooperation with
the Free Library of Philadelphia, the
Diocesan School System and the
Board of Education has instituted a
monthly Television Reading Service.
The station provides schools with
selected bibliographies for tv pro-
grams of the public affairs variety
like "The Twentieth Century."
• WTVN-TV, Columbus, in co-op-
eration with Humble Oil which spon-
sors the show, is loaning the films
from its "Perspective on Greatness"
series to schools, at no charge, for a
full month after each telecast.
• WLBW-TV, Miami, is producing
a documentary called "Picture of a
Negro," on the future of the Negro
race.
• WLOF-TV, Orlando, has made
available to schools and civic or-
ganizations its documentary, "Cor-
ruption ... By the Numbers," on
the numbers rackets.
Kudos: KTLA, Los Angeles, got an
award of merit from The Leukemia
Society . . . WSVA (AM & TV), Har-
risonburg, got congratulations and
thanks from Mayor Switzer for its
help during the early March snow
emergency . . . Jesse Helms, v.p. for
programing, news and public affairs
for WRAL, Raleigh, got the Freedom
Foundation's George Washington hon-
or medal for an editorial on social-
ism .. . Dan Love, KTBC-TV, Austin
program and sports director and Jim
Morriss, program director for the am
and fm outlets, got Brotherhood
Week awards from the local commit-
tee of the National Conference of
Christians and Jews . . . WOW-TV's
"Berlin: Key to Crisis" won an
Omaha Ad Club Award for the "Best
Educational Film or Tape" . . . WTVH,
Peoria, got the Citation of Merit from
the American Legion for outstanding
contributions to the "Gifts for Hos-
pitalized War Veterans" program . . .
WJRT, Flint got an Outstanding Pub-
lic Service Award from the U. S. Air
Force . . . Mitchell Wolfson, presi-
dent of Wometco Enterprises, was
awarded the silver medallion of the
National Conference of Christians
and Jews . . . WWDC, Washington,
D.C. got an award of merit from the
American Optometric Assn. for co-
operation and service in the inter-
ests of good vision . . . WFBR, Bal-
timore got a certificate of apprecia-
tion from the National March of
Dimes. ^
PONSOR
9 April 1962
57
SCHROETER
(Continued from page 17)
during the past three vears.
If a presentation were to be sched-
uled on tv would Schroeter rather
watch it during the day in his office
or at night in his home.-' "It would
make no difference," he said.
How long in advance of a presen-
tation should Schroeter he notified?
"\K calendar is a verj crowded
one." lie replied. "Personally, I
would like two weeks notice."
\\ liirh. if any, was more helpful to
Schroeter: the typical t\ station, ra-
dio station, magazine or newspaper
presentation? "Most of the news-
paper presentations are luncheon
ones." he said. "Moreover, they deal
with the progress of cities. The tv
presentation is usually factual — the
station vs. other stations. The news-
paper is usually talking about its
market and with a broader scope, in
my opinion. The tv presentation is
usually talking about its particular
station. I'm not saying this is right
or wrong, mind you."
Should a medium talk about its
editorial-programing content or its
audience? Schroeter saw no reason
why it shouldn't cover both. "And it
looks like programing content will
become increasingly important," he
observed.
What was the last presentation
Schroeter saw? "It was several weeks
ago in our own presentation room,"
he said. "It was on spot tv vs. net-
work. It was done by one of the
station rep firms. I had to leave be-
fore it was over."
"I'm known as a blunt, outspoken
guy," he told sponsor. "When I stand
up there's no mistaking my senti-
ments." Did Schroeter think the
broadcast media was improving its
program content?
"Television is getting better — pro-
graming-wise. There are more things
for more people than there used to
be," he declared. "And, the trend
will continue."
Asked to comment on Newton
Minow's behavior since assuming the
chairmanship of the FCC, Schroeter
observed :
"I think the statements of am pub-
lic official are bound to have an in-
fluence on the nature of programing
— just as, I am sure, they would
cause editorial comment in print
media." ^
TEEN-AGE TIMEBUYER
[Continued from page 35)
Leaving the love of my life, me and
Potato Digger hiked past a lot of
little pens with people sitting in, sort
of like an honor-system reform
school. Since us Bazookas have de-
veloped a rather special kind of walk,
m\ passing did not go unnoticed. One
herd of dolls around a drinking foun-
tain scattered and lied. Finally we
come to a cell where there's this creep
in a crew-cut at a desk.
"This is one of our timebuyers,
Buster," Potato Digger said, "so go
into vour act." Then she hurried
down the hall.
The creep at the desk didn't look
up. I guess he had the pony fever
bad. He was busy filling in some
handicapping chart and his nose was
buried in a scratch sheet by some guy
named Nielsen. I wasn't sure why I
was here, but I had lots of time to kill
before I could head back for De-
lancey. So I took out my switch-blade
to clean off a hang-nail.
My switch-blade is only a modest
nine inches, but it makes quite a
snick when it opens. Well, opening it
got the creep's attention. He looked
up, jumped up, made a little hop in
the direction of the window, then
slowly returned.
"Aha he," he said weakly, "\n\
good. I get it now. Switch-blade —
Switch. Now what stations are we
supposed to switch to this time? Boy,
the stunts you station reps dream
up!"
He sort of moved in on me which
always makes me nervous. I didn't
cut him, but I let the blade edge up
close to his shirt.
"Reach!" I said.
"Sure, sure, your stations are tops
in reach!' He gave his shaky little
laugh again. "Well, it was a great
gag, young fellow. Is the salesman
along with you? No? Well, you want
to just leave the promotion stuff on
my desk? By the way, which rep
firm is going to all this troub — ?"
All of a sudden he turns sort of pale
and his legs go rubbery. Probably
something he had for lunch. Then he
backs out the door and goes sprinting
down the hall. A real chicken!
Since he wasn't using his desk I
went over and sat at it. Man, it was
like I found myself in that one after-
noon! I was Mr. Big! Every time his
phone rang, I answered it and got to
talk to some very interesting people.
Like one guy called and wanted to
talk about some contracts!
"Nol over the phone," I warned
him. ^ ou never know about taps, so
I suggested we set up a meeting some
night — mavbe over in Newark.
Right after that another guy calls
from the syndicate! I know be-
cause he kept talking about how great
"syndication" is. He mentions they
have a big hit in Detroit and another
hit in St. Louis! He even mentions
limes and dates and everything for
the hits. Then he wants to know, am
I interested?
Naturally I'm interested.
That s how it went, hour after
hour. Man, that guy Al Capone was
small apples compared with this op-
eration at Candle, Flicker & Dim!
\ ou name it, we're in it.
Numbers. One guy calls and says
he got numbers nobody can beat. I
let him rave. So what's new about
not winning on numbers?
Protection. Some freak spends fif-
teen minutes bending my ear about
product protection. I finally tell him
we don't just stop with product pro-
tection— we protect the store fronts,
too.
Once a guy pokes his head in
where I'm sitting and says, "Hev , did
you hear? We're gonna lose that
beer account!"
"Yeah?" I say out of the side of
my mouth.
"For a fact," he says. "Galwav.
Ba\ & Grommet pitched the client last
week. They're gonna steal it from
us."
"Tell 'em to stay on their own turf
or there'll be a rumble," I said, twirl-
ing my bicycle chain. He left, look-
ing impressed.
By the time it got dark enough to
go back to Delancey Street, I didn't
want to go. I was having a ball. I
thought everybody else had left, but
then this old guy walked in. He said
he didn't remember meeting me
(which didn't surprise me) and that
he was Mr. Flicker, the president.
"And how do you like our Organi
zation?" he asked. I had arrived
The Organization had accepted me
Then he wanted to know if I ha<
any suggestions for improving it
told him, yes, there were a few waj
we could tighten it up along the line
of the Bazookas.
"Fine, let's talk about it tomor
row." he said. "Meanwhile, fo
heaven sake, get a haircut."
58
SPONSOR
• 9 APRIL 1%:
MOW BASICS
3 OUT... TWrswfi.?
• v v " '
•^
Km
NEGRO
NGTH
OOK
IA
'HIS
:?»*St*<W,
has' ic
(bas'ic) of or at the base; fundamental
the fundamentals of broadcast buying That's why SPONSOR suggests you take a
and selling are your business. Time was you
could carry the few essential facts and figures
in your head. But not today. Your business
is too complex.
look at these seven factbooks. They're the
best of their kind, compiled by experts and
tailored to your needs. They'll save you time
and help you make profitable decisions.
In fact, ordering these books is a profitable decision . . .
1
ALL-MEDIA EVALUATION STUDY (1954). An 100%
objective, analytical appraisal of eight major
media, the fruit of two years' research guided by
an all-industry advisory panel. Thousands of copies
bought by leading advertising agencies. The supply is
limited.
155 pp. $2.00
2
1961 TIMEBUYERS OF THE U.S. Listing of time-
buyers and their accounts in all major business
centers, representing 98% of all radio/tv spot
billings. In handy pocket format.
50 pp. $1.50
31961-62 RADIO BASICS. The only all-radio fact-
book. Audience data, programing, advertisers,
costs, research, FM . . . every aspect of today's
dynamic radio industry is covered in detail, avail-
able only in this major study.
120 pp. $1.00
4 THE NEGRO MARKET (1961). Tenth annual edition
of SPONSOR'S famed survey of this important
market. Incorporates the latest survey and census
material; tells what the market is, what it buys,
and how it can be tapped. Includes unique log of 200
Negro-appeal radio stations.
44 pp. $.50
51961-62 TV BASICS. An outstanding compilation of
tv dimensions and statistics, compiled by adver-
tiser and agency experts. Color, tape & film, costs
and schedules, programing, viewing patterns . . .
he latest research with dollar-and-cents purpose.
136 pp. $1.00
6
1961 FIVE-CITY DIRECTORY. Directory of advertis-
ing and broadcast firms and services in New York,
Chicago, Detroit, Los Angeles and San Francisco.
Pocket-sized for your convenience.
40 pp. $.50
7 TV DICTIONARY/ Handbook for Sponsors. Third
revised edition contains 2200 television terms.
Edited by Herbert True, of the University of Notre
Dame, assisted by 37 contributors and consultants
from every branch of the industry. Some copies of this
rare edition still available.
50 pp. $2.00
pllllllllllllllllllllllllllllllllllllllllllllllll
I SPONSOR PUBLICATIONS I
| 555 Fifth Avenue, New York 17, N.Y.
[ Please send me in the quantities indicated the 1
I books I have ordered below. 1
m Book No.
m Quantity
| Payment enclosed □
| Bill me □
B NAME
Bill my company □
COMPANY.
ADDRESS
CITY
STATE
il!l!l!llllllllllll!il!!lll!!lll[l!!lllllllllll!lli!!llll!!lliiliilll^
SPONSOR
9 april 1962
59
WTRF-TV
STORY
BOARD
. . . a fox
i who got a mink
.1 wolf!
wtrf tv Wheeling
asset to music?
Wheeling wtrf-tv
SICN at Three el ' in
Bridgeport, Ohio reads: "This country produces
HO million gallons of beer a year. Buy
American, carry your share of the load!"
wtrf-tv Wheeling
NC DUCKS depicted as "Plans Board"
and underlined "The Launching Paddlers" in
the March 19 run of WTReffigies in Broad-
casting might also have been tagged "Devise
Guise, Steering Wheels," "Loll Before the
Brainstoim," "Sum It Meeting" or "Sparking
e for your frameable set of
WTReffigies, our Adworld close-up Zoo-
man ing s-.
Wheeling wtrf-tv
J wtrF K! Returning from his prize-awarded
trip, our NBC Promotion Contest winner, Jim
Knight, got chipwrecked in Vegas where he
reports, "Playboys are so obvious that they
carry loose life notebooks underarm"
wtrf-tv Wheeling
JUST REMEMBER . . . folks who lie on
psychiatrists' couches are prone to say any-
thing.
Wheeling wtrf-tv
DOGGONE! How come dogs don't have to
worry about "How To Win Friends and In-
fluence People"?
wtrf-tv Wheeling
WATCHING MACHINES in the rich and busy
Wheeling-Steubenville Industrial Ohio Valley
are sets on seven! The big and buying WTRF-
TV Channel 7 audience will get your message
loud and clear . . . George P. Hollingbery
will arrange it.
CHANNEL
SEVEN
WHEELING,
WEST VIRGINIA
Channel 4
NASHVILLE. TENNESSEE
America's 37th Television Market
:Uu4 o" Ul H«-.t D<W«I: 6 M* to 1M»*M Hat. 60 Mmh 61 unburn!)
60
and radio
PC
sales
John F. Cundiff assumes the job of gen-
eral sales manager of WFIL-TV, Philadel-
phia today, 9 April. He"s been station and
general sales manager for WNHC-TV,
New Haven for four-and-a-half years.
Prior to that. Cundiff was sales manager of
KCRG-TV, Cedar Rapids. He first entered
broadcasting in 1945 with WTCM, Traverse
Citj and later joined WATT, Cadillac as
station manager. In 1952 he joined Cadillac's WWTV as
sales manager, later occup\ ing the same post at KWWL-TV, Waterloo.
Robert R. Rodgers has been appointed
sales manager for WBAL-TV, Baltimore, to
work directly under Willis K. (Bud) Frei-
ert, director of sales and assistant station
manager. Rodgers has some 14 years' ex-
perience in the industry. He comes to the
Baltimore outlet from New York, where he
worked with Independent Television Corp.
I ITC) and ABC Films. For ten years prior
to that, Rodgers was an account executive and manager in spot and
program sales for NBC.
Robert F. Lewine has succeeded Guy della
Cioppa as vice president-programs, Holly-
wood, CBS TV. Lewine, who has been in-
volved with programing at all three net-
I works, has been vice president of programs
at CBS Films since October 1959. Previ-
ously, from 1957-59 he was NBC vice presi-
dent of tv network programs and before
that was ABC vice president in charge of!
and talent. He is currently serving as national presi-
dent of the Academy of TV Arts and Sciences.
tv programing
Peter Farrelly is the recently-appointed lo-
cal sales manager of WIL, the Balaban sta-
tion in St. Louis. Farrelly has been with
the station as an account executive for four
years, having joined the outlet in 1958. His
previous sales experience included five
vears as a field representative for Allied
Chemical Corp. A graduate of St. Louis
I niversity. Farrelly was a 1st Lieutenant
in the Air Force during the Korean War.
His promotion was an-
nounced hv John F. Box, Jr., managing director of the stations.
SPONSOR • 9 APRIL 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"Too many broadcasters who editorialize will cover one subject on Monday,
another on Friday . . . we will not undertake any editorial position which
does not lend itself to a series of editorials," says Alan Henry, general man-
ager of KWK, St. Louis. Henry began his managerial career in 1955 ivhen
he was named vice president and general manager of KXEL, Waterloo-
Cedar Rapids, Iowa. He later became general manager of WNHC in New
Haven, Conn., and in 1960 joined WCKR, Miami. Speaking his mind on a
controversial subject, he says well planned editorials benefit the community.
Editorializing okay for public welfare, but not public service
I he pitfalls of editorializing are not as many or as for-
midable as many broadcasters might assume. The key to
success is to have real and sincere objectives; editorializing
in the pure sense should concern itself not with public serv-
ice, but with public welfare. This is not a case of semantics,
but rather a clear and concise line of difference. Public
service, as many broadcasters would classify editorials, is
just that, a classification primarily for FCC requirements.
Constructive editorializing, to be truly effective, must be
toward the public welfare. Helter skelter selection of sub-
jects will only lead to confusion and disinterest on the part
of listeners. Methodical and thorough research are basic;
they must be blended with a real knowledge of the subject,
coupled with an understanding of the potential influence
that any editorial campaign might generate.
We have, from time to time, taken positive editorial posi-
tions; these positions have been more responsible than fre-
quent. In concert with such a policy, the results have been
traceable rather than imaginative. Too many broadcasters
who editorialize will cover one subject on Monday, an-
other on Friday and back to the first one the following
jVIonday. We direct our editorial policy in the following
nanner.
First we decide, through knowledge of the chosen issue.
>ur method of "attack." Although it is impossible to deter-
mine the length of any editorial campaign, we will not un-
\ jlertake any editorial position which does not lend itself to
series of editorials over a span of days (or weeks or
lonths) . A clear example to broadcasters of what has been
forementioned is KWK's current editorial campaign de-
manding state licensing of lie detector operators. This
campaign came to pass through an investigation by KWK
News of a lie detector operator employed by the St. Louis
Police Department. This polygraph operator was responsi-
ble, directly or indirectly, for the release of some 27 pro-
bationary police officers. We found that the man giving
the tests had a police record, a Section 8 (medical) dis-
charge from the service and had not the college degree he
claimed — nor, in fact, any college education! Over a period
of three weeks, and some eleven editorials, these facts were
brought to the attention of the St. Louis radio audience.
The culmination of this editorial investigation (joined by a
local newspaper some 2V2 weeks later) resulted in a bitter
floor fight by the Board of Aldermen, to investigate the St.
Louis Police Department. The real result was the forming
of a committee of Aldermen to meet with the Board of
Police Commissioners to reach a common ground to correct
this and other morale damaging practices exposed by our
editorials.
The results of this campaign were real. The objectives,
to a large degree, accomplished. The stature of the station
has grown and we can pridefully say we have served- in
the "public welfare."
Broadcasters who attempt editorializing w itli thought and
sincerity will gain the same result.
If there be any question whether or not to adopt a policy
of editorials, the question should be resolved in the affirma-
tive. There appears to be no alternative for fulfilling the
broadcaster s responsibilitv in the public welfare so effec-
tively. ^
PONSOR • 9 APRIL 1962
61
SPONSOR
The New climate in Chicago
llic single strongesl impression we gained at the 10th an-
nual NAB Convention in Chicago last week is of a new,
healtln. confident, vigorous climate within the industry.
We encountered it in nearly every broadcaster we talked
to. and in nearly every meeting.
By contrast with a year ago, when tv and radio men were
besel with doubts, fears, resentments, apprehensions and
anger over Chairman Minow's remarks, the atmosphere at the
Conrad Hilton was charged with courage, optimism, and
industry self-reliance.
No small part of the credit for this change goes to NAB
president LeRoy Collins who demonstrated in his superb
luncheon speech last Monday that the Association can count
on him for vigorous, outspoken, and increasingly knowledge-
able leadership.
To our mind. Governor Collins was easily the star of the
show, though Newton Minow's speech received, as usual.
extensive press coverage.
In fairness to Chairman Minow, however, we want to point
out that newspaper accounts of what he said did not, in most
cases, reflect the real content and tone of his talk.
Though he had some critical things to say about radio, and
some broadcasters resented some of his remarks, we thought
that on the whole his speech was constructive.
Certainly his call for a shirt-sleeves all-radio conference
to discuss and debate specific radio problems and to suggest
future FCC policies is something which every thoughtful
radio man can applaud and support.
Such a conference, given dynamic planning and leader-
ship, could do much to fulfill the LeRoy Collins suggestion
of a year ago that the industry become "the initiator, rather
than the defender, in major legislative proposals relating to
broadcasting."
But by all odds the mosl important thing we observed in
Chicago was the attitude of broadcasters themselves. They
had their head- up. and were talking about the future with
courage, intelligence, creativity, and confidence.
We think this is great — and jusl as it should be. ^
62
lO SECOND SPOTS
The real west: The ston of what
the Old West u a- realh like was told
in the Fascinating special, The A'"//
// est, on NBC TV 25 March. Gary
Cooper narrated the show. The re-
searchers for the show spent six
months digging through old western
newspapers and photo libraries for
factual information.
One of the spurious legendarx sto-
ries thev came across was about
Tombstone. Arizona, which boasted
that it was the toughest town in
Vmerica. It is told that an Eastern-
er wandered into one of the saloons
and asked the bartender whv there
was so much sawdust on the floor.
"SaAvdust. nothing," said the bar-
tender. "That's yesterday's furni-
ture"
Romance: There's a rumor going
around about a top midwestern disk
jockey who fell in love with a night-
club «inger and had a friend, to keep
his identity a secret, hire a detective
agency to check on her character.
Two weeks later his friend handed
oyer the report: "The girl in ques-
tion has a good reputation. She
comes from an excellent familv. has
many friends in high social standing.
and was spoken of most highly until
recently. At that time she began run-
ning around with a disk jockey of
questionable character."
Ceneral strike: How does a report-
er know that a country has becoiA
paralyzed by a general strike?
ABC News' Sid Lazard reported
the following ways oyer ABC Radio
from Algiers the morning after the
cease-fire: "I awoke at dawn anrl
tried to turn on the bed lamp. Ther<
was no electricity. Then T tried th
telephone, but the lines were dead.'
The final realization came, said Laz
aril, x\hen breakfast didn't come
"There were no croissants. The bak
cries were on strike, too."
Money: When Johnny Carson asket
a contestant on his ABC Who Dt
You Trust show. "If you win thi
$500 what are you going to do witl
it?" The contestant said. "Count it.
SPONSOR • 9 APRIL 196
HUSTLE!
It takes hustle, lots of it, to keep up with the
demands of economic growth in Central Iowa —
one of America's most prosperous, diversified
markets. Des Moines alone is the home of 300
factories manufacturing over 1,000 different
products. But Des Moines is only one of 48 fast-
growing towns and cities in WHO-T\"s primary
coverage area.
Central Iowa families have a total annual dis-
posable income of $2.5 billion . . . less than half
of which comes from agriculture. (The Central
Iowa farmer, however, is still plenty important
to you. His income averages $14,700 per year!)
WHO-TV is a hustling, progressive station with
plenty of the ideas and services advertisers need.
Talk to your PGW Colonel about WHO-TV soon.
Sources: Sales Management Survey of Buying Pouer, May 10,
1961; SRDS, June 15, 1961; and U.S.D.A. Census Reports.
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio, Des Moines
WOC and WOC-TV, Davenport
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TVi
WHO-TVI
WHO-TV
WHO-TV
WHO-TV
|WHO -TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
Channel 13 * Des Moines
NBC Affiliate
*<*
Peters, Griffin, Woodward, Inc.
National Representatives
NEW NEIGHBOR
ACROSS THE PLAZA
Number One Constitution Plaza, the magnificent, twenty story Connecticut Bank and Trust Company
Building, progresses toward a late 1962 completion In downtown Hartford's dynamic area of urban renewal.
Broadcast House, new home of WTIC TV-AM-FM and first building to be completed and occupied In Constitution
Plaza, salutes its handsome neighbor, destined to be the tallest unit in the redevelopment area. Like Broadcast
House, the Connecticut Bank and Trust Company Building Is an Important part of the urban rebirth of America's
Insurance capital and a further stimulus to an already bustling market.
Burgeoning with Hartford is WTIC Television and Radio. Latest ARB and Nielsen reports show WTIC-TV's
clear leadership in southern New England. The superiority of WTIC Radio is delineated In the latest Alfred Polltz
Media Study of the Southern New England area.
WTIC TV 3/AM/FM
Hartford, Connecticut
WTIC-TV IS REPRESENTED BY HARRINGTON, RIGHTER & PARSONS, INCORPORATED
WTIC AM-FM IS REPRESENTED BY THE HENRY I. CHRISTAL COMPANY
Upswing in local live tr
— special report on signifi-
cant new trend buyers are
watching p 25
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
Paint compan \ pictures'
colors through sound —
striking new techniques in
radio copy p 33
A GREAT
NEW INDEPENDENT STATION
STARTS
ITS SECOND YEAR
The leading independent
audience in the U.S. ...
Average share all week, from sign-on
to sign-off, largest in the country among
the TV independents, carb, December -iss-i, 21%)
wtcn
"IME-LIFE BROADCAST, INC,
MINNEAPOLIS • ST. PAUL
next to KONO-tv. ..
this is the perfect way to
reflect your best image"
San Antonio's
KONO TV, ABC in San Antonio, gives you more than twice the audience
of either competitor with 54% . . . while others follow with 25% and 22%.
(10:00 PM to Midnight, Monday thru Sunday, ARB November '61)
Double your image impact on KONO TV
k
I
THE KATZ AG E IVC Y, me.
National Representatives
NEW YORK
PHILADELPHIA
KANSAS CITY
WELL COVERED. Th rough its policy of representing a limited numberof
selected stations in major markets, metro broadcast sales, the na-
tion's quality Station Representative, offers a thorough, in-depth service
to clients. agencies and stations. AS OF APRILlST, METRO BROADCAST SALES
WELCOMES ITS NEWEST MEMBER, KM BC RADIO, KANSAS CITY,THE SALES-
THROUGH-SHOWMANSHIP STATION. Call your METRO BROADCAST SALES
salesman. You' 1 1 hear the full story about KMBC.and its companion sta-
t ions, WNEW, New York and wir Philadelphia. All represent radioat its best:
Good Listening and Good Selling.
pd Broadcast Sales
A SERVICE OF METROPOLITAN BROADCASTING
no campaign is a
national campaign
without
NOW 52ND
AMONG ALL
TOP STATIONS
IN ALL
MARKETS
CBS • ABC
KELO-tv SIOUX FALLS;
and interconnected
KDLO-tv and KPLO-tv
JOE FLOYD, Pres.
Evans Nord, Executive
Vice Pres. & Gen. Mgr.
Lorry Bentson,
Vice-Pres.
Represented nationally
by H-R
in Minneapolis by
Wayne Evans &
Associates
■f,',//»IK»li
Midcontineni Broadcasting Group
KELO-LAND tv & radio Sioux Falls, S.D.; WLOL'
am, fm Minneapolis St Paul; WKOW am & tv
Madison. Wis ; KSO radio Dcs Moines
i I oL 16, No. 16 • 16 APRIL 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Local live tv is on the upswing
25 Surge in live shows, both studio and remote, i- seen by station nun as
'trend, based on stronger community t i<-~. fewer quality film packages
What SPONSOR learned about the top 10 spot agencies
29 In-depth study of media department operations at 10 giani agencies
which bought radio t\ ovei $343 million last year — summary article
How radio 'pictures' color
33 Veteran paint maker backs up theory that "visual" radio copy can sell
color li\ forsaking old ad format to break out heavy radio campaign
Test your media knowledge
35 A 1 i — t of questions (with answers, of course) designed to give adver-
tisin<i managers, account executives and their wives, an idea of radio/tt
More on radio's creativity (Part Two)
36 New SPONSOR survey of "radio'- creative revolution' shows main local
stations filled with hundreds of imaginative sales-building ideas
Net tv '61 hike sparked by 47 new sponsors
38 I' »a- a record year for network tv, as additional outlay- by regu-
lars, monies from newcomers pushed lulling- to ST 18.3 million
NEWS: Sponsor-Week 7. Sponsor-Scope 19. Sponsor-Week Wrap-Up 50,
Washington Week 55, Spot-Scopt 56, Sponsor Hears 58, Tv and Radiol
Newsmakers 68
DEPARTMENTS: Sponsor Backstage 12, 555 5th 16 Tirae-I
buyer's Corner 42. Siller- Viewpoint 69. Sponsor Speaks 72. Ten-Second|
Spots 72
Officers: Norman R. Glenn, editor and publisher; Bernard Piatt, exe
tive vice president; Elaine Couper Glenn, secretarv-treasurer.
Editorial: executive editor, John E. McMillin; news editor, Ben Bodecl
senior editor, Jo Ranson; Chicago manager, Given Smart; assistant newJ
editor, Heyward Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrupm
Ruth S. Frank, Jane Pollak; contributing editor, Jack Ansell: columnist, Jo\
Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial
search, Carole Ferster; special projects editor, David Wisely.
Advertising: assistant sales manager, Willard L. Dougherty; southe
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spangler: weste
manager, George G. Dietrich; Jr.; production manager, Leonice K. Merit
Circulation: circulation manager, Jack Rayman; Sandra Abramowit^
Lillian Berkol, John J. Kelly, Lydia Martinez.
Administrative: business manager, Cecil Barrie; George Becker,
chael Crocco, Jo Ganci, Syd Gultman, Judith Lyons, Charles Nash, Lcno^
Roland, Manuela Santalla, Irene Sulzbach.
Member of Business Publications
Audit of Circulations Inc.
1962 SPONSOR Publications
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation,
Advertising Offices: 555 5th Av. New York 17, MUrray Hill 7-8080. Chicago Offices: 61
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirff
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28), Hollywood 4-8089. Printing Offjd
3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. OtM
countries $11 a year. Single copies 40e\ Printed U.S.A. Published weekly. 2nd cu|
postage paid at Baltimore, Md.
SI'ONSOli
16 APRIL IS
&a&
nriH
mi
ssf»
ZMFtfrn
\- ■' '•
?&5»
Ham
-..'
MnCccfPs
— - ■ ■
Hi
ass
■H 1
Br
•
t
with big things to say. That's "The Voice of
St. Louis." It commands attention with big pro-
grams. "At Your Service," the trend- setting talk
format. Debates, documentaries, editorials.
A balanced blend of news, sports, music, talk and
CBS Radio Network features. It's a big factor in
the lives of families in ^m^m ^^ mm m^^^ hpw p
America's heartland. Ij^L Afl Cl^^^
Big in their buying
decisions, too. There's
no bigger voice in
Mid- America t ha n.ATHE VOICE OF ST.LOUIS"
KMOX Radio is a CBS owned station represented nationally by CBS Radio Spot Sales
1
Leave it to Beaver to make
Thursday funnier than ever.
Thursday night's pretty funny as it is.
What with such seasoned winners as Ozzie
& Harriet (10th season). . . The Donna Reed Show
(5th season)... My Three Sons (3rd season).
Put Leave It To Beaver in this lineup at
8:30 p.m. (which is what happens next Fall) and
Thursday figures to be even funnier.
The Beaver (where he is now on Saturday
night) has a Nielsen of over 10,500,000 laughing
homes, weekly*
With that strong Thursday night suppor
we think it a fair assumption he'll get lots mon
laughs in his new spot.
Funny business, we needn't remind you, i
good business. Especially on nf\ T%
Thursday nights. Especially on ADv 1
•Source: National Nielsen TV Index, average of total audience homes, 4 weeks ending March 18, 1962.
t
.
16 April 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
U.S.TAKES CBS TO COURT
Justice Department files key antitrust action; new
compensation plan termed illegal,- CBS denies charge
;-i
There's no question that the anti-
trust suit filed by the Department of
Justice against CBS TV is the open-
ing gambit of a court drive to smash
the system of network option time.
As Madison Avenue saw it, CBS is
recently submitting to affiliates a
new compensation plan for more of
their time provided the Government
with a wedge to litigate — something
it's been long waiting for — and the
Justice Department jumped to the
opportunity.
The basic point of the action as
filed in the New York Federal Court
last week: the CBS plan is a viola-
tion of the Sherman Act and the net-
work should abandon it.
Retorted the network: the compen-
sation plan would not have the ef-
fect, as the Government alleged, of
forcing affiliates to carry its pro-
grams. Nor would it deny to non-
network advertisers or independent
program suppliers the most desir-
able time periods on affiliated sta-
tions.
CBS also expressed confidence
hat the courts in the long run would
jphold the new compensation plan.
What effect the sudden filing of
he suit will have on the efforts of
he networks to induce affiliates to
onsider revising downward their
hare of network time compensation
5 problematical. CBS would not
'rofess whether it would now bring
p this matter at the scheduled 3-4
lay affiliates meeting.
A Justice Department action of
this nature has been in the wings
for years and the topic of readjust-
ing option time has been wrestled
with in FCC hearings for at least the
10 years. In fact, almost immedi-
ately after CBS submitted the new
plan to affiliates the FCC issued an
order for the network to stand hear-
ing on the matter. CBS' reaction was
to suspend action on further negoti-
ations for its acceptance by affili-
ates.
It's been the Madison Avenue feel-
ing for some time that its advertis-
ers might as well start reconciling
themselves to an eventual — it may
take as much as five years — radical
shift in the control of station time.
Anyway, the fat's in the fire and
Madison Avenue will be watching
every twist and turn of the legal bat-
tle with rapt attention.
WBC TO BUY WINS, N.Y.
AND KLAC, LOS ANGELES
Although neither deal is already
final, WBC is definitely in the proc-
ess of acquiring two additional radio
stations, WINS, New York, and KLAC,
Los Angeles.
WINS is owned by interests con-
nected with J. Elroy McCaw of Seat-
tle and KLAC is owned by Mortimer
H. Hall. Observers believe a sale of
WINS is possible this week.
The purchase price for WINS is
(Continued on page 8, col. 3)
ADMEN WANT CULTURE
BUT WONT SPONSOR IT
Chicago:
Agencies complain about a
lack of public affairs and cul-
tural programs, but they do lit-
tle to sponsor them. Ward
Quaal of WGNTV, Chicago,
told the FCC hearings here last
week. He was the first v/itness
on the industry side in the cur-
rent hearings.
NBC TV adds $10.7 mil.
more nighttime for '62-63
NBC TV added about $10.7 million
(estimated) in advance nighttime
sales for 1962-63 last week. Approx-
imately 350 minutes were involved.
Warner-Lambert (L&F) purchased
alternate week minutes in Saints
and Sinners and Eleventh Hour;
Quaker Oats (JWT) purchased a min-
ute for 52 weeks in Sam Benedict;
Block Drug (Grey) purchased alter-
nate week minutes in Sam Benedict;
P&G (Burnett) renewed sponsorship
of Car 54; Polaroid (DDB) purchased
six minutes in Jack Paar and six in
Sam Benedict; Bristol-Myers (26)
purchased alternate week minutes in
Saturday Night Movies, and Douglas
Fir Plywood (Cole & Weber) pur-
chased 19 half-hours of David Brink-
ley.
In addition to the above business,
NBC also sold four hour specials to
AT&T (Ayer) with five more probably
to be added; half the All Star Game
and half the World Series to Chrysler
(Burnett), and a fourth of the NFL
(Continued on page 50, col. 1)
°ONSOR
16 april 1962
SP0NS0R-WEEK/16 April 1962
■■■■■■■■■■■■■■■■■I
;
KORN ELECTED PRES.
OF METRO. TV UNIT
Bennet H. Korn has been elected
president of Metropolitan Broad-
casting Television. He was execu-
tive v.p. in
charge of tv.
Korn will
now be in
charge of the
division which
owns and op-
erates six tv
stations:
WNEW - TV,
Bennet H. Korn
New York; WTTG (TV), Washington;
KMBC-TV, Kansas City; KOVR (TV),
Sacramento-Stockton; WTVH, Peoria,
and WTVP. Decatur. MBT is a divi-
sion of Metromedia.
Korn stated that his promotion
demonstrated the growth of tv at
Metropolitan to division status. It
also made clear that he is personal-
ly involved with all the tv stations,
not only WNEW-TV. He stated that
new policies would represent a "con-
tinuum" with past ones and would
reflect his close cooperation with
John W. Kluge, president and chair-
man of Metromedia, the MBT parent
company.
Movies a rating success,
say both ABC and NBC
Tv networks with movie programs
—NBC and ABC— pointed with spe-
cial pride to their ratings perform-
ance last week.
ABC TV is pleased with the Tren-
dexes for the premiere of its new
Sunday night feature films on 8
April. The competitive 27-city
Trendex gave ABC 21.3 rating and
38.0% share for the 8:30-10:30 p.m.
period.
NBC points out that its Saturday
Night Movies is reaching more
homes over a four week period than
any other new show of the current
season. Its unduplicated four week
audience is 27.1 million homes,
55.4% of the U. S., according to the
Nielsen Full Anaylsis report for Jan-
uary-February 1962.
NESCAFE GOING TO
McC-E FROM ESTY
Nestle m ill transfer the I •
mi II inn Nescafe account from
\\ illiam Est) to McCann-Erick-
son on 30 June it was an-
nounced last week.
Nestle alrca<K has several
brands at McCann-Erickson
and is tending to consolidate
more of its spending there. The
move would make Nestle one of
the five largest McCann-Erick-
son clients. McCann-EricI son
alread) lias Quik. EverReadv
Cocoa, chocolate bars, Nestea
and Decaf.
Three other Nestle products
are also leaving Est\. They are:
Gerber Cheese, Holland Food,
and Maggi Products. These
brands are expected to go
either to McCann-Erickson or
to Van Sant. Dugdale, which al-
ready has Nestles Cross &
Blackwell line and some new
products.
Adam Young introduces
new radio buying aid
A new media aid, said to make
radio timebuying easier and quicker,
has been introduced by Adam
Young.
A new type of availability presen-
tation incorporates average ratings,
homes reached, and audience com-
position for Adam Young represent-
ed stations and also its chief com-
petitors.
The form, developed by Adam
Young, has been offered as an in-'
dustry service to other representa-
tives who may wish to make use of
it.
Favorable comment on the forms
was made by Marie Coleman of Don-
ahue & Coe, Joyce Peters of Mogul,
Williams & Saylor, Eileen Moore of
Al Paul Lefton, and Charlie Ventura
of N. W. Ayer.
The form was developed by Stan
Feinblatt, radio research director.
WBC expansion
(Continued from page 7, col. 2)
understood to be very close to $10
million. Last year WBC negotiated
to acquire KLAC but its options ex-
pired pending FCC approval. Price
at that time was $4.5 million Both
present acquisitions, of course, de-
pend on FCC approval.
WBC now has six stations. When
it formally takes over WINS and
KLAC it might have eight. This
has led trade observers to speculate
that WBC could hold all eight in-
stead of divesting itself of one to
return to the traditional limit of
seven radio stations. Chairman
Newton Mi now of the FCC stated at
the NAB that he wouldn't object if
networks owned as many as 12 o&o's.
It's possible that an eight-station
WBC radio holding would test
whether the FCC would also approve
of station groups exceeding the
former limit of seven. If so, WBC
may be the first eight-station radio
owner in the country.
All Westinghouse radio stations
are independents — unlike its tv sta-
tions, which are all network affil-
iates. KLAC is already an independ-
ent station, but WINS is, in effect,
the flagship station of the Mutual
Broadcasting System. Upon expira-
tion of current contracts, it is pre-
sumed, the WINS affiliation with
Mutual will end.
Programing, personnel, and sales
changes at the two new WBC sta-
tions is still, at this early date, mat-
ters for conjecture. But it seems
definite that both stations, if for-
mally acquired by WBC, would tie
into the parent company for news
and other programing.
WBC of late has been expandin
and branching out its news and pn
gram syndication activities.
Syndication of radio and tv new
is also increasing. WBC now circu
lates a daily 15 minute radio new
show and a weekly half-hour tv new
show, plus special news events.
Portions of children's programs
are also syndicated by WBC.
8
SPONSOR
16 aprii. 196!
love T/at BOb
starring
BOB CUMMINGS
(That Glamor
Photographer With the
Roving Eye Camera)
173 Half-Hours
Now Available To Local Stations
OFF TO A FAST START WITH
WCBS-TV, New York
WRC-TV, Washington, D. C.
WBKB, Chicago
KABC-TV, Los Angeles
KONO-TV, San Antonio
KTNT-TV, Tacoma-Seattle
KVAR, Phoenix
WGAN-TV, Portland, Me.
WGAL-TV, Lancaster
WVEC-TV, Norfolk-Hampton
KMID-TV, Midland
KSTP-TV, St. Paul-Minneapolis
WEAR-TV, Pensacola
Won highest Share of Audience among
all daytime shows on the ABC Network,
with 47% kids and teens.
mcE
TV FILM SYNDICATION
598 Madison Ave., New York 22, N. Y.
PLaza 9-7500 and principal cities everywhere
SP0NS0R-WEEK/16 April 1962
mmamMssa—mmmmmammmm
BUTLER MEDIA DIR.
FOR LEVER BROS.
Richard C. Butler has been pro-
moted to media director of Lever
Brothers, succeeding Howard Eaton,
Jr., it was announced last week by
Harold H. Webber, consumer rela-
tions v.p.
Butler was formerly media man-
ager. In his
new post he
will be respon-
sible for buy-
ing all the
company's ra-
dio and tv
time, talent
and programs,
Richard C. Butler ancj a|S0 a||
print space.
Before joining Lever Brothers in
1959 he was with A. C. Nielsen for
12 years.
Eaton has joined Grey as v.p. for
programing in the broadcast de-
partment.
Tv prime time sold out
in Panama before start
ABC International's Panama City
affiliate, Televisora Nacional, will be-
gin broadcasting next Monday, 23
April, with prime time completely
sold out.
Advertisers will include Canada
Dry, Eastman Kodak, Esso Standard,
Ford, Kraft, Nestle, Pan American
Airways, Volkswagen, and Westing-
house.
Station, which reaches several
markets in Panama, is a member of
CATV network.
Final CEIR seminar
The current series of CEIR semi-
nars on the expected impact of com-
puters on marketing will end this
Wednesday with a session under
president Dr. Herbert W. Robinson.
He will discuss probable recen-
tralization of marketing and media
functions caused by computer use
between now and 1970.
10
West Virginia-radio
to lure tourists
rhe State <>f West Virginia
will use the network radio me-
dium for the first time as its
chief lure for more tourism this
year.
The Travel Department Divi-
sion of the State Department
of Commerce will use ABC Ra-
dio's Breakfast Cluh starting
tomorrow and weekly on Tues-
day for 13 weeks initially.
Vgenc) is J. M. Mathes.
ABC v.p. and national sales
director Jim Duff\ thinks it's
the first time a state has used
network radio as its basic me-
dium to promote the tourist
trade. He said it was like "set-
ting foot on virgin territory"
for West Virginia since it has
no known competitors for tour-
ism on the air.
Minute commercials will he
delivered by host Don McNeil.
The\ contain a mail offer for
various holidav kits.
RADIO'S FAVORITE OF NAB
WAS CHAIRMAN MINOW
If the opinion sampling done
among several dozen Keystone
Broadcasting System affiliates is any
indication, FCC Chairman Newton
Minow's address was the single
event best liked by radio people at
the NAB convention this year.
Two-thirds of those checked said
the Minow speech was one of two
favorite events. The RAB presenta-
tion and Fm Day were runners-up.
Respondents said that Chicago
was the favored location for conven-
tions, with Washington, D. C. and
New York City also mentioned.
About 60% said they felt the time
and cost of the convention were
worthwhile. Some 17% said they at-
tend 10 to 20 meetings a year. Those
meetings they skip, the survey re-
vealed, are those which take up too
much time, have weak programs, or
have an excessive cost.
NEW YORK AUDIENCE
PROFILE READY
ARB last week released its New
York tv audience profile, a 250-page
booklet said to be the largest tv au-
dience study ever done of the mar-
ket.
The study, prepared 4-31 January
1962, was sponsored jointly by all
six commercial tv stations in New
York, WCBS-TV, WNBC-TV, WNEW-
TV, WABC-TV, WOR-TV, and WPIX
(TV).
The study is the second of a series
released by ARB. The first, cover-
ing Salt Lake City-Ogden-Provo, was
recently made available. It was
based on November 1961 findings.
The New York profile studies local
and network programs in terms of
average viewers per home in seven
age categories, total audience com-
position by sex and age group, total
composition for heads of household
and housewives by age groups, total
viewers per home, men-women-teen-
agers-children per 100 homes, and
household heads by education,
homes by income, and average view-
ing family size.
A larger sample was used than is
usual for a local study, 1,500 usable
diaries. Survey areas included por-
tions of New York, New Jersey, Con-
necticut, and Pennsylvania.
ARB's statement called the Salt
Lake City and New York City pro-
files "harbingers of future research
effort" to provide meaningful quali-
tative information "so that television
timebuying need not be based mere-
ly on ratings or gross homes
reached."
Storer first qtr. earnings
Storer Broadcasting Company last
week reported first quarter earnings |
of $2,151,596 for the period ending
31 March 1962. This compares with
earnings of about $1.1 million for
1961, also net after taxes.
However, the 1962 figures reflect
a capital gain of $912,969 from the
sale of WWVA, Wheeling.
More SPONSOR-WEEK continued on page 50
7:00-7:30
7:30-8:00
8:00-8:30
8:30-9:00
Average Rating
Average
Share-of-audience
WCKT
SHOWING
'MR. ROBERTS"
28.0
33.0
32.0
37.0
32.5
57%
MISTER ROBERTS
CAN'T BE SHOUTED DOWN
...is highest rated feature film ever telecast by
WCKT, Miami.
A special ARB rating taken in Miami on March 5
shows that "Mister Roberts" topped all network
opposition and captured a 57% share-of-audience
7:00-9:00 P.M.
ARB COINCIDENTAL
MONDAY, MARCH 5
7:00 PM— 9:00 PM
STATION A
20.0
18.0
16.0
10.0
16.0
28%
■■
STATION B
3.0
8.0
10.0
13.0
8.5
15%
"Mister Roberts" starring Henry Fonda, James Cagney and Jack Lemmon is one of
41 Warner Bros. "Films of the 50's" in Seven Arts' Volume 3 recently acquired by WCKT,
Miami.
SEVEN ARTS'"FILMS OF THE 50's"... MONEY MAKERS OF THE 60's
SEVEN ARTS
ASSOCIATED
CORP.
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS, LTD.
NEW YORK: 270 Park Avenue YUkon 61717
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
For list of TV stations programming Warner Bros. "Films of
the 50's" see Third Cover SRDS (Spot TV Rates and Data)
Outdoor Studio ot WDBJ-TV. New
building Is one of the lorgest ond most
modern in the entire South. Finest technical
equipment . . . 316,000 watts e. r. p. . . .
CBS affiliate.
WDBJ-TV Brings
You the News
About Fructuous
Western Virginia !
The productive, prosperous
Western Virginia market keeps
making news with its rapid indus-
trial growth. Blanket this market
with WDBJ-TV, Roanoke, now
reaching over 400,000 television
homes of Virginia, N. Carolina, W.
Virginia — in counties with nearly
2,000,000 population. For real
merchandising aid, you're right to
use Roanoke and WDBJ-TV.
New Steel Industry is planned, using
vast deposits of iron ore in Giles County,
Vo. Shown here, initial drilling obtains
ore samples. New enterprises boost
prosperity of WDBJ-TV area.
Ask Your PGW Colonel For Current Availabilities
WDBJ-TV
ROANOKE, VIRGINIA
12
i
l>\ Joe Csida
Automation in radio— a problem
£
In the big. bright box that is the new Inter-
national Ballroom in Chicago's Conrad Hilton
Hotel, FCC Chairman Newton Minow last Tues-
day (3 April) spelled out radio's economic
plight in three short sentences:
"In 1()I6," he said, "there were 9% am sta-
tions, excluding those owned and operated by
the networks. These stations reported income
before taxes of $57 million. In I960, there were 3,451 am stations,
excluding those owned and operated by the networks, and thev re-
ported income before taxes of $51 million."
Downstairs in the exhibit halls of the 10th Annual Convention of
the National Association of Broadcasters, answers to this dilemma
were evident in booth after booth. It was most evident in the vast
increase in automatic tape systems, tape cartridges and taped pro-
graming services. I think it was 1958 when automatic tape systems
were initially introduced by Automatic Tape Controls of Blooming-
Inn. 111. ATC alone has set up over 1,000 installations in radio and
tv stations since that time.
Ralph Haberstock, the senior audio engineer of another large
equipment firm, the Gates Radio Co. of Quincy, 111., told the Broad-
cast Engineering Conference at the Convention that with the equip-
ment now in use it is possible for a station to run all by itself,
Retraining after training
Maybe the most dramatic evidence of the manner in which radio
is moving toward automation is the agreement recently concluded
between the International Brotherhood of Electrical Workers and
International Good Music of Bellingham, Wash. The deal sets up a
re-education fund for the training and re-training of employees dis-
placed by the installation and operation of automated equipment
and program services made and sold by International Good Music.
The union and IGM (which incidentally also operates station1
KGMI (AM & FM) in Bellingham) hope that the fund will run
about a half-million dollars. This is based on projected sales of i
IGM equipment plus augmentation by federal monies available for
re-education under the Smith-Hughes Act, the George-Barden Act,
and the National Defense Education Act of 1958. The agreement
calls for the fund to be operated by a single trustee, who will not be
connected with either IGM or the union.
It is difficult to know just how many stations have gone to auto-
mation but the most prevalent guess of the suppliers who should
know is somewhere between 1.500 and 2,000. Among the organi-
zations, which have developed program services, and which were
pitching on the Exhibition floor of the convention were those men
tioned above, of course, plus such other firms as RCA Thesaurus,
(Please turn to page 14)
SPONSOR
16 april 1962
In Chicago
b
. . . world's busiest rail center . . . the city's railroad terminal
district is larger than the entire state of Rhode Island!
Handling 45,000 freight cars daily — more than New York
plus St. Louis — Chicago continues to live up to poet Carl
Sandburg's apt description "freight handler to the nation"!
WGN Television
' J^ tyXllOSlfifO 0"ffers better programming
W6N IS CHICAGO
through dedicated
community service!
Quality • Integrity • Responsibility • Performance
sponsor
16 April 1962
13
Sponsor backstage {Continued from page 12)
VfCJfll
KAHAUftAPIO
1st.. .in Communiti| Life
1st... in Overall Ratinqs
1st.. .in Sell .
1st... in Adult Listenirvq
i
RADIO 132
Allen-town -Bethlehem - Easton
5000 WATTS. No. 1 latest Hooper and
Pulse. Lowest cost per thousand-audi-
ence in vast Lehigh Valley growth
market. First with BlueChip advertisers.
RADIO 138
Tampa - St/Petersburq.FIa
5000 WATTS No. 1 Januory-February
1962 Hooper . . double of all other
area stations. Lowest cost per thousand
audience ... in fast growing Tampa-
St. Petersburg market.
TTvTTT!
RADIO ez
Beckleq - W. Virqir\i&
1000 WATTS. No. 1 Hooper and Pulse
surveys, serving 9 big counties in heart
of West Virginia. Lowest cost per thou-
sand audience . . . featuring great
personalities.
RADIO I I I
Philadelphia, Area.
500 WATTS. No. 1 latest Hooper sur-
vey report, covering large Philadelphia
and Norristown market . . . where bulk
of consumers live and buy. Lowest
cost per thousand audience.
T?TT
RADIO I 21
Jacksonville - -Florida,
1000 WATTS. Rahall Radio's newest
baby, with new eye-catching radio
format. Climbing doily in ratings. Get
the facts on low-cost coverage in
greater Jacksonville market.
RAHALL RADIO GROUP
N. Joe Rahall, President
Represented nationally by:
ADAM YOUNG, New York
Philadelphia Representative:
Pool O'Brien,
1713 Spruce St., Phila., Pa.
Programmatic, Altofonic, Magne-tronics and the Triangle Program
Service. I riangle. of course, is the \nnenberg operation. >i-ter of
the I I \ Electronics Corporation, which stirred a good deal of excite-
ment on the Exhibit Moor with its Documentor and MicroDisc, which
records and pla\s hack 21 hours of information on a ten inch disc
at a speed "I 2 rpm. I was most startled 1>\ this disk and equipment.
and particular!) bj il~ excellent tonal quality.
It has main, main applications in the broadcast, recording ami
advertising fields — and main more which haven't even been thought
of \et.
On the tele\ ision side, the most competent equipment people felt
and the exhibits gave brilliant and colorful testimony to this — that
there were two major developments:
1. A tremendous upsurge in color.
2. An improvement and refinement of all kinds of tv equipment.
both video and audio, to give greater quality, consistent and
stability.
Upsurge in color
No intelligent advertiser or agency should underestimate the im-
portance of both these developments to the greater effectiveness of
his use of the tv medium. Color television cameras, both vidicon
and image orthicon were presented by RCA. EMI-US, GE, Sarkes-
Tarzian and the GPL Division of General Precision. Switching
equipment with main improvements were on display.
I am an ignoramus, technologically speaking, but I saw enough
to be sure that advertisers were going to get a better break in the
qualitv of their shows and commercials as a result of much of the
equipment shown. For example I believe that there is enough tech-
nical improvement in color in a number of areas so that the very
main advertisers using color shows, but still doing their commer-
cials in black and white on those shows because of the poor black
and white definition of a color commercial, will soon be doing com-
mercials in color.
As a matter of fact there is ample reason to believe that ]')o2-
1963 will be color's biggest year. RCA Victor, for instance, will do
a dollar volume in color television receivers this year which will
equal its dollar volume on black and white receivers, for the first
time in the company's history.
NBC will back up this upsurge in receiver sales with the biggesj
amount of color programing in its history. They promise to deliver
two thousand hours of color shows in the 1962-1963 season.
The trend to automation I was talking about in radio is quite evi-
dent in television also. There was a vast amount of equipment de-
signed to reduce costs via automation. This was particularly true,
perhaps, of switching equipment. Both RCA and EMI-US had ex-
ceptional hardware of this type.
RCA's new 7V-> IPS video tape should help advertisers and agen-
cies cut costs, too.
I'm afraid I've neglected the fm stereo people, but here too. near
l\ ever) major manufacturer offered improved transmission and
reception equipment.
It was. as usual, a fascinating Convention, in the Exhibit Halls
and upstairs. About which, more later. ^
14
SPONSOR
16 april 1962
HE APPRECIATES THE QUALITY TOUCH!
Audience is not only "numbers" it's people — men like this one. He wants good en-
tertainment presented in good taste because his family watches, too. We respect his
intelligence, his judgment, and his responsibility as head of the household. It's this
quality touch that delivers quality audience,
where quality products are sold. A call to your
PETRYMAN can put it to work for you!
WFAA-TV dallas
€1
AT COMMUNICATIONS CENTER
TELEVISION SERVICE OF THE DALLAS MORNING NEWS
Represented by (EdwardYptlry lk\Co., Inc.] The Ori
ginal Station Hepresentativ-
PONSOR • 16 APRIL 1962
15
555 5
Request for reprint
This i- ;i request for permission to
reprint a page from your 26 March
l()(>2 issue of sponsor.
\\ c wish to reprint the article,
"Qualitative research in motion." on
page 93.
^ urn cooperation in granting per-
mission for this reprint will be great-
ly appreciated.
James B. Higginbotham
Higginbotham Assoc.
Houston
The agencies know
Don't know where you got \ our Chi-
cago rep list you had in sponsor
April 2 on page 78? You ought to
bring it up to date.
Just for the record we are radio
station national representatives with
offices in New York, Chicago, Detroit
and Los Angeles and have been listed
as such in SRDS for more than two
j ears.
Our Chicago office was. is and con-
tinues to be at 35 East Wacker Drive
and our Chicago phone number is
STate 2-8190.
The agencies surely know we're in
Chicago.
Hal Walton
president
Hal Walton & Co.
New York
iT* BIGGER than
SACRAMENTO - STOCKTON
One Buy Delivers
4 IDAHO - MONTANA
plus 1 1 counties in Wyoming
at lower cost per thousand
SKYLINE TV NETWORK delivers 10,100 more
TV homes than the highest rated station in
Sacramento-Stockton at nearly 1 8% less cost per
1,000. SKYLINE delivers 92,300* nighttime
homes every quarter-hour Sunday through Satur-
day. Non-competitive coverage. One contract —
one billing — one clearance. Over 254,480 un-
duplicated sets in 5 key markets. Interconnected
with CBS-TV and ABC-TV.
iNTANA - KXIF TV Bulle
KFBB TV Great falls
KOOK TV Billings
TV NETWORK
P.O. Box 2191 Idaho Falls, Idaho
~*T
1 1 MONTANA
< V
\ KFBB TV
) lU KXIF TV KOOK TV
/ \^ Sr*
KID-TV
| KlIKTV
I UT&H
WYOMING
Call Mel Wright, phone JAckson 3-4567 - TWX No. I F 1 65
or your nearest Hollingbery office or Art Moore in the Northwest
More on automation
I was \i'i\ much interested in the
article you had on automation ["Trie
truth about radio automation."' 26
March] in sponsor. 1 had put it aside
to keep it so I could go over it more
thorough!) and apparent!) one of m\
salesmen walked off with it and we
cant locate it. I'd appreciate il \ii\
much if you would send me another
copy of the March 26th issue.
Dick Wheeler
KTLN
Denver
Graduate study in radio tv
Knowing that many of your reader-
are involved in radio/tv production,
as well as advertising. I am writing
you to tell you of a television produc-
tion field training program at the
graduate-study level.
This program, sponsored by Video-
tape Productions of New York, Inc.
in conjunction with San Diego State
College, is open to candidates for
a Master of Arts degree in television
production.
While the unique graduate-study
program is experimental at present,
it may well provide a foundation for
comprehensive training of high cali-
ber tv production executives.
I would appreciate it if you would
make this information available to
your readers.
John B. Lanigan
v.p. and gen. mgr.
Videotape Productions
New York
On population species
In your issue of 12 March. Sponsor-
Scope mentioned the phrase ''the Inn-
ing power audience"' referring to "the
thesis of a recent survey" that ' .; ot
the population buys % or more of
nationally advertised brands.
Should this not read "'.; of the
having population.'" Our studies in
Canada through the Consumer Panel
of Canada have shown this to be true
for the majority of consumer prod-
ucts. However, the same people who
are heavy buyers of instant coffee,
for example, are not likely to h<'
heavy buyers of regular coffee.
T.A.Bryk
International Surveys Limited
Toronto
• Quite Hue, H -I'mM h.iw lieen the buying popu-
lation
16
SPONSOR
16 VPRIL I ''01'
the face on the cutting-room floor
Knowing what to leave out of a TV commercial is
just as important to its success as knowing what
to put in. The best commercials are simple and
uncluttered. They leave the viewer with one
strong and dramatic selling impression.
It's only sensible and practical to do most
of the cutting before a commercial gets
either to a client or a camera. But, even in the studio -
efforts should go on to simplify, simplify, simplify.
The professionals who edit commercials at
Young & Rubicam can make all the difference
between a commercial that people take little
notice of— and a commercial they really take in.
YOUNG & RUBICAM, Advertising
'ONSOR • 16 APRIL 1962
17
Untrumped
honor
In meaning and significance the coveted Seal of Good Practice is an unexcelled honor in broad-
casting. WPIX-11 is singularly proud in being the only independent TV station in New York
whose high commercial standards and practices has merited this emblem of the conscientious
broadcaster. It is also your guarantee that this television station measures up.
where are your 60-second commercials tonight?
Interpretation and commentary
on most significant tv /radio
and marketing news of the week
SPONSOR-SCOPE
16 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
If you were looking for an index to the state of mind of top managements in
certain important Madison Avenue agencies, you perhaps wouldn't go far wrong in
relating that feeling to pall of uncertainty.
The cause for the disquiet are mounting reports that four uppercrust spenders in tv
are more or less getting ready to make changes in their agency stables or to reallo-
cate their products within the present agency structure.
The aforesaid advertisers: Procter & Gamble, Lever Bros., Colgate and Bristol-
Myers.
As the report goes, the agencies that would most feel the impact of the tremors are
Young & Rubicam, Bates and Lennen & Newell. Mentioned also in connection with P&G
is Gardner.
Of sharp significance is this: Billings-wise Y&R can't be much of a loser in the
soap sweepstakes. It's got a standing offer to rejoin the Lever family.
Ford is by no means through buying its network tv quota for the fall.
It's still looking over the network nighttime counters for an alternate half-hour and
that in addition to Hazel.
The Ford line's sports load for the final 1962 quarter entails 10 commercial min-
utes a week on Pro football and NCAA football. And when these are out of the way it'll
have a share of the CBS TV Sports Spectacular.
In keeping with its new spending policy, Ford will be shooting about 80% of its ad
budget the first six months of the 1963 models.
P.S.: The factory itself will confine its spot outlays to radio flights.
Tv's No. 1 customer, P&G, will get the full VIP treatment as a guest of the in-
dustry when the TvB board meets in Cincinnati 25-26 April.
The P&G brass will be wined and dined at a luncheon on the first day of the meeting a la
the way it happened last fall with the Detroit automotive kingpins.
Did you know that women pitchmen in tv commercials are rarely entrusted to
do the sales story all by themselves: in the vast majority of cases, even when it
comes to household products, it's common to team 'em up with a male voice.
SPONSOR-SCOPE put this question to Schwerin : "Do women or men presenters sell
women's products better?"
Out of a quick check there came this Schwerin response: in only four out of 49 most
recently tested commercials in four product categories was a woman's the only voice
used; the male voice was used exclusively in 17 of the 49 and a combination of men's and
women's voices in the remaining 28 instances.
Accompanying the response was this chart of Schwerin effectiveness results, indexed with
100 being the average for each product:
PRODUCT
MALE VOICE ONLY
FEMALE VOICE ONLY
BOTH
Cake mixes
98
108
98
Margarines
136
72
92
Washing machine detergents
62
—
111
Dishwashing detergents
143
—
85
'ONSOR • 16 APRIL 1962
19
SPONSOR-SCOPE continued
The fashion show is becoming an appreciable source of tv revenue for local
stations.
Two outstanding movements in that direction:
1 ) Arkin Industries has already sold its spring fashion show on film to depart*
mi nt stores in 70 markets.
2) The Allied Stores, which is represented in 20 markets, is having a fashions
film for spring showing on tv done for it in Italy.
Obviously, the fashion show makes a welcome item to local broadcasters. It not only
gives him revenue but something to add to his list of specials.
The downward trend in nighttime viewing which started over a year ago per
sisted with the turn into 1962.
Compared to January 1961, this past January, according to Nielsen's tv index, was a
cropper in terms of both sets in use and average homes viewing.
The contrast for January by hours of the evening:
1962
1961
TIME SPAN
AVE. TUNE-IN
AVE. HOMES
AVE. TUNE-IN
AVE. HOMES
7- 8 p.m.
60.4%
29,596,000
62.7%
29,406,000
8- 9 p.m.
65.8%
32,242,000
69.1%
32,408,000
9-10 p.m.
65.3%
31,997,000
68.6%
32,173,000
10-11 p.m.
54.3%
26,607,000
55.6%
27,076,000
Note: The number of tv homes between the two Januarys went
from 46.9 million to 49
million.
Bosco (Donahue & Coe) will start market testing still another version of its
chocolate syrup.
The new one will be an aerosol. It introduced a powder version in late 1960 but sales
didn't come up to expectation.
The patent objective: to get a bigger share of the chocolate syrup market as a
whole.
nal
The buds aren't out on the trees in some areas of the country, but Nationa
Carbon's Prestone (Esty) has already bought its network tv for the next cold spell.
It'll have approximately 60 minute participations collectively on the nighttime
schedules of the three networks, starting in October, running for six weeks in behalf of
the anti-freeze and a few weeks thereafter just selling the deicer.
Prestone will have the usual heavy schedule in over 100 spot radio markets.
As for Prestone's main competitor, DuPont's Zerone, BBDO and the client were stil
holding discussions on campaign details last week. That is, outside of participation in Du
Pont's NBC TV Show of the Week.
Incidentally, due for deemphasis in the Du Pont advertising is its permanent antifreeze
Telar.
You can be sure that the program series whose rating and other progress V
agencies will be watching closely is Ernie Ford on ABC TV.
As one agencyman put it, if Ford — at the price being paid — clicks handsomely, i
will be easier to dissuade older advertisers from the proposition that daytime shouh
only be measured in terms of cost-per-1000.
The obvious implication: There's an added degree of value when a name personalit
on a live daytime program that's hitting the mark is doing your commercial.
Another reason for the trade spotlight on Ford: his success could start a sharp nei
trend toward recruiting into daytime tv names with a good nighttime record.
20 SPONSOR • 16 APRIL 1'
96!
SPONSOR-SCOPE continued
Something the tv networks are watching almost as closely as who's buying what
at night for the fall : the scheduled starting dates for new series and for the originals
of holdover shows.
The word apparently is out at ABC TV and NBC TV, to be specific, to get the new line
rolling as early as possible so that one network won't have an advantage over the
other when it comes to viewer sampling.
A couple of examples: Car 54 goes to originals 6 September and the DuPont Show
of the Week tees off for the new season as early as 16 September.
For the first time in three years ABC TV is turning back to affiliates a slice of
non-network option time.
The period: Sunday 10:30-11 p.m.
NBC TV, on the other hand, is sitting tight on every bit of nighttime from 7 :30-
11, right through the week.
The same applies to CBS TV, even though the network farms out Marshal Dillon
on an affiliate coop basis. The network is thereby able to control the Tuesday stepoff period.
Remington Shaver (Y&R) has adopted a year-around nighttime minute par-
ticipation policy in network tv now that it's cut loose from Gunsmoke after seven
years.
It looks as if Remington will hold off its fall buying for a while. The shaver will again
underwrite a hefty pre-Christmas spot tv schedule.
Without meaning to reflect on the department's efficiency, Madison Avenue's
figure probers last week were waxing sardonic about recent effusions from NBC
TV research.
The essence of the jesting: here's a case apparently of where one research group within
the network doesn't know what the other is doing.
The reference is to the fact that within a period of two weeks the network both took a bow
for its lead in young households and discounted the "undue stress placed upon
young housewife homes by sellers and buyers alike."
Some agency researchers saw this dual promotional aspect as an instance of NBC TV
nibbling at the same time on two sides of the cake.
The superior value of the housewife thesis stemmed from a study of product useage
which NBC TV had done for it by Nielsen. The conclusion of the study, in a nutshell: 1,000
personal interviews in audimeter homes on buying behavior toward 10 designated
products demonstrated that the optimum buyers are housewives between 35 and 49.
The tv networks haven't heard the last of those advertiser gripes about the
lengthy credit crawls on the nighttime film shows.
That complaint, coming through the ANA's broadcast committee, was just the pre-
lude to something that's been bugging some of the giant tv users even more than
the drawnout list of who-did-what.
That something is the networks' use of the crawls to promote the succeeding or
other shows, which in virtually all instances have nothing to do with the sponsors of the
entertainment preceding the crawl.
P&G, for one, thinks there's a basic principle involved in these promos over
the crawl and it's this: why should a network be free to promote its product on a
program for which advertisers alien to the plug are paying?
A corollary objection: a promo is a just another commercial no matter how it's
dressed up and coming before or during the chainbreak has the effect of posing a case of
triple or quadruple spotting.
PONSOR • 16 APRIL 1962
21
^^
SPONSOR-SCOPE continued
Did you know where the supermarket chains are getting most of their money
for the subsidizing for those trading stamp giveaways?
It's coming out of the per-case advertising allowances they get from suppliers.
What this is bound to do is cut down the chain's profit margin and, it is pre-
dicted, they'll try to make up for this through enlargement of the drug and houseware
shelves or racks.
The bidding system still remains a strong factor in tv commercials and that's due
to a large extent to the client's wish to make sure that he's getting a favorable price.
A check by SPONSOR-SCOPE indicates that the percentage of competitive bidding
runs between 60-75% for tape production and 55-70% for films.
Some of the producing studios feel that there's a pronounced negative side to the
bidding system: few agencies under such circumstances discuss specific requirements with
the result that it's frequently difficult to know in advance what creative help the stu-
dios will be able to give.
Where there's a minimum of bidding : commercials that involve a high degree of style
presentations. In such instances the agency will assign the job to a studio camera director
who's a proven expert at it.
Shares of markets in the dentifrice field, at least among the leaders, has be*
come a ups-and-downsy affair.
In the latest alignment Colgate is in second place with a 22 share. Crest leads with a
27 share and Gleem dropped from second place to a 19 share.
If you would like to have handy for offhand quoting purposes some set of fig-
ures on 1961 tv time sales, SPONSOR-SCOPE has put together two estimates which
might serve the purpose.
One is a set based on TvB estimates for network and national-regional spot and SP0NS0R-
SCOPE's estimate on local billings before discounts, and the other set is SP0NS0R-
SCOPE's guess on how these same figures will show up (after discounts) in the FCC's revenue
report.
Here are the 1961 calculations:
PLACEMENT
Network
National-regional spot
Local
Total
BEFORE DISCOUNTS
$749,000,000
617,000,000
288,000,000
$1,654,000,000
AFTER DISCOUNTS
$575,000,000
470,000,000
225,000,000
$1,270,000,000
This is the week that CBS TV affiliates will get an inkling of the network's arit
metical thinking on how the revenue split between them should be revised downws
The channel : a special meeting of the CBS TV Affiliates Board which the network sudder
called for the early part of the week in Los Angeles.
Indications of what the network had in mind for this gathering: unveiling to the board
tentative formula for the reduction of the affiliates' share as applied to afternoor
revenue (the a.m. split was slashed earlier in the year) and then going on from there t(
discuss the matter of a nighttime revision.
The CBS TV affiliates as a whole are scheduled to meet 3-4 May for a full-dress apprai
of the network's blueprint for a lessening of its end of the spread in the time take.
For other news coverage in this issue: see Sponsor-Week, page 7; Spot
Week Wrap-Up, page 50; Washington Week, page 55; sponsor Hears, page 58; Tv anj
Radio Newsmakers, page 68; and Spot Scope, page 56
22
SPONSOR • 16 APRIL 196
Jacksonville alone is only part of the tele-
vision picture in the important North
Florida South Georgia region. With 215%
more homes per quarter hour outside the
Jacksonville metro area . . . with a record of
always having the top 25 programs in tele-
vision homes reached since Nielsen's first
Jacksonville survey in 1959 . . . WJXT is
the only efficient way to give a swift lift to
advertising in the total regional market.
WJXT
JACKSONVILLE, FLORIDA
Represented by TvAR
POST-NEWS WEEK
STATIONS A DIVISION OF
THE WASHINGTON POST COMPANY
\
||i 96/ NSI, 6 AM-2 AM, Sun.-Sat.
WAPI-TV & RADIO WIN
<c\
?
n
The Advertising Club of Bir-
mingham awarded WAPI-TV and
Radio First Place in 10 categories
in the ANNUAL AWARDS COM-
PETITION for advertising during
the year 1961.
kc Best Television News
Clancy Lake, News Director Geoff
Smith, Wendell Harris, Charles Caton,
and Bob Jones.
"k Best Television Sports
Buddy Rutledge, Sports Director.
~k Best Television Public
Service Program
Program: "What's Your Problem"?
* Best Radio News
Clancy Lake, News Director Geoff
Smith, Wendell Harris, Charles Caton,
and Bob Jones.
~k Best Radio Sports
Buddy Rutledge, Sports Director.
k: Best Radio Women's Features
Bette Lee, Director of Women's Affairs.
k Best Straight Radio
Commercial Announcement
Lee Stockfelt, Continuity Director.
* Best Dramatic Radio
Commercial Announcement
Lee Stockfelt, Continuity Director.
it Best Radio Jingle
Henry Kimbrell, Director of Production.
it Best Complete Radio
Commercial Campaign
Bette Lee, Director of Women's Affairs
Henry Kimbrell, Director of Production
Lee Stockfelt, Continuity Director
Jack Warren, Account Executive.
Birmingham, Alabama
National Representatives: WAPI-TV: Harrington, Righter & Parsons. Inc. / WAPI - Radio: Henry I. Christal Company. Inc
24
SPONSOR • 16 APRIL 1
SPONSOR
16 APRIL 1962
WATCH THIS TREND:
LOCAL LIVE TV
ON THE UPSWING
Increase in live shows is due to
stronger community Jinks, fewer
good film packages, say stations
r or months the industry has been peppered with
eports of a substantial increase in local live tv
nograming. Until this year's NAB Convention,
lowever, most accounts of such a rise since last
ear's meeting seemed isolated and largely paro-
hial. It was only when the station men came
jgether — and compared notes — that the whole
merged from the parts. Last week a sponsor sur-
ey of reps, stations and station groups disclosed
ot only a very real upswing in live camera fare;
revealed enough industry-wide practices to sig-
ify a decided trend. Among the discoveries:
1. While the major live-or-tape emphasis is on
uhlic affairs programing (see sponsor, 26
PERFORMING ARTS play a major role in tv's 'new wave' of local live
programing. Top to bottom: "Jeanne D'Arc: the Trial," original drama
on Repertoire Theatre, WBBM-TV, Chicago; Booth Tarkington Civic The-
atre, Indianapolis, on WISH-TV Reports; "Sound of the People" on
Vista '62, prime time series on WANE-TV, Fort Wayne, Indiana
March), there is considerable activity in the
launching of new "local personality" shows, rem-
iniscent of television's earlier days, as well as
healthy attempts at live drama, now so sparse on
the networks.
2. The successful potpourri formats of such
'ONSOR • 16 APRIL 1962
25
Public affairs lead the way,
but 'personality' shows,
new versions of old ideas,
spark stations' live efforts
network shows as Today, Tonight and
PM East are being tried on a com-
niunih -level basis, generally during
morning and afternoon hours, and
in shorter versions.
3. Many stations are cutting out
syndicated Monday-thru-Friday film
strips to accommodate live program-
ing, i "There will be more local live
programing than ever." says Ray
Hubbard, program manager of KPIX
(TV) San Francisco, "because there
is not enough packaged television of
good quality to program.")
4. There is greater stress on the
relationship between tv stations and
their communities (a la radio) than
was in evidence even a year ago.
5. There is heavier concentration
on live remotes, especially among
smaller and medium-sized stations.
6. Organizations such as Televi-
sion Affiliates Corporation (TAC)
are seeing the light of day, could
easily make the exchange and syndi-
cation of local shows an established
practice of the '60s.
7. Although national advertisers
aren't champing at the bit. they're no
longer so averse at showing interest.
are especially attracted to local and
regional public affairs programs.
Perhaps a national average is indi-
cated in the program ratio of Corin-
thian stations. With 60S' of their
time devoted to network feeds, the
stations' remaining 10' < now boasts
17'< in live efforts, a notable in-
crease over previous years, efforts
which may soon comprise half, or
more, of local schedules.
Why this new frontier — or redis-
covery of an old one?
"The form in which television is
itself most exciting and rewarding is
live and spontaneous." says James
C. Hanraban. general manager of
WEWS (TV), Cleveland.
"In our role as a source of infor-
mation, entertainment and inspira-
tion, we in television must think first
about the needs of our community,"
says Robert Breckner, vice president
and general manager of KTT\ (TV).
Los Angeles.
"Community integration is a re
ligion." sa\s Walter E. WagstafT. >ta
tion manager. KGW-TV, Portland
Oregon.
"We must maintain the rappoi
with our viewers which is so impor
tant both to us and our advertisers,
says John Hopkins, general manage
of KTVT (TV l. Dallas-Fort Wort!
The range of 1962s local live pr<
graining is as broad as — if not i
several ways broader than — the ne
work lineups. For one thing, exper!
mentation is less an economic ha:
ard. For another, a community wi
accept, often with pride, from a loci
station what it would never acce]
from a network. Thus I in additio
to rising film costs and exhaustion <
first run syndicated film product
26
SPONSOR
16 APRIL l'«
M W r'^-'-M
ENTERTAIN AND EDUCATE— the twins of
station thinking. Here's a sampling of 1962's live
formats: (top, 1-r) Top Ten Donee Party continues
early tv idea on KOTV (TV), Tulsa; Science
Countdown — 1962, on WBZ-TV, Boston, promotes
technology careers; Pat Boone visits John Reed
King Show on KDKA-TV, Pittsburgh; (bottom, 1-r)
puppets are fish on 'underwater' Diver Dan, KXTV
(TV), Sacramento, Calif.; Charlotte, N. C, negro
problems are boldly faced on WSOC-TV's Hour of
Opportunity; Mark Twain is discussed on Touch
of Fame, KNXT (TV), Los Angeles. California
flexibility — both in subject matter
and production — plus the increasing-
v closer relationship between a com-
nunity and its communications are,
n the main, responsible for the "new
vave" of live shows.
And what are the live cameras
ocusing on?
News, weather, sports, women's
irograms and puppets are still hold-
ng their own — but point-of-view is
omewhat more sophisticated. In
■idianapolis, for example, Kay Field
\nd the Weather on WISH-TV em-
iloys "invisible hands" to write
earlier details such as "rain,"'
cloudy,' "fair," on various areas
f a weather map. In Sacramento,
alifornia, KXTV (TV) plays a
ariation on a theme by having its
uppet show, Diver Dan, take place
nderwater with "talking fish pup-
Jts. and a mermaid to whom thev
>me with triumphs or problems.
Surviving, too, are the teenage
dance party telecasts, so popular in
the early 1950's. Stations like
WANE-TV, Fort Wayne, and KOTV
I TV ) , Tulsa, report their Dance Date
and Top Ten Dance Party with Lee
Woodward, respectively, are still
doing well on a daily strip basis.
WSOC-TV, Charlotte, reports its Kil-
go's Kanteen, a Saturday morning
teenage dance show, is still at capac-
ity, "with such national advertisers
as U. S. Keds, Dentyne, M&M can-
dies and Dorothy Gray cosmetics
picking up the tab.
REMOTES, such as this, play major role in live programing of stations like WREX-TV, Roctford
I'ONSOR
16 APRIL 1962
27
But it is in tlif realm of the off-
beat, either in public affairs 01 enter-
tainment, thai stations are ;it their
mosl inventive.
Here's a quick cross-countrj sam-
pling:
In Cleveland, WEWS (TV) stages
ii~ dail) 90-minute One O'clock Club
with perhaps .1 salute t<> Japan one
<la\ (all-Japanese sets and perform-
ers), a salute t«> tin- Circus, rings and
all. the next. Idea behind the show:
inform while \ ou entertain.
Another Cleveland innovation, this
one "ii KYW-TV, is Open Circuit, a
late Sunda) afternoon program
which flies in national political fig-
ures, at station expense, to hold a
"l )i « — ((inference on the air." View-
ers phone in questions. Among the
personalities thus far flown in are
Sen. Wax tie Morse and Martin Lu-
ther King. In the hopper: Gov. Nel-
son Rockefeller, Sen. Barn Gold-
water, Richard .Nixon.
WCPO-TV in Cincinnati has a
week!) feature called Call the Doctor.
Now upped from 30 minutes to a full
hour, and in prime time (10-11 p.m.
Sundays), the program presents a
panel of physicians who explore van-
on- medical topics, with call-in ques-
tions from viewers. Cincinnati phy-
sicians credit the telecasts with help-
ing dispel anj lalse notions about
professional reluctance to share med-
ical knowledge outside the consulta-
tion room.
Endorsed b) educators throughout
the state, Science Countdown — 1962
is a 14-week series on WBZ-TV. Bos-
ton, which will determine the top
eighth grade "junior scientist" in
Massachusetts, but whose larger pur-
pose is to interest students in science
and technology careers. More than
65,000 eighth grade students in the
state competed in a series of prelim-
Interviews, panels still major program source
PANEL and interview-type shows are increasingly popular, some — such as Open Circuit on
KYW-TV, Cleveland (top) and Call the Doctor on WCPO-TV, Cincinnati— with high ratings
2V,
inar) examinations to determine four
top scorers in each of the 14 Massa-
chusetts counties. Each Saturday,
the four top scorers from a different
county compete on the WBZ-TV pro-
gram, with the winner to be awarded
a scholarship to Lowell Technologi-
cal Institute. The half-hour program
is attracting widespread attention in
Boston.
Emphasis on crime, and ways t"
combat it. seems neck-and-neck with
space, and space exploration, in
1%2's local live programing. To
name a few: The Constant Protectors
on WTVI (TV) St. Louis (one epi-
sode of this series appeared on ABC
TV's Focus on America recently),
The Prisons: a Profile on WMCT
(TV) Memphis, and Works of Dark
ness on KPIX (TV), San Francisco,
all explore the menace of metropoli
tan crime, while programs such as
Frontiers of Knowledge on WFIL-
TV, Philadelphia and Space — From
the Ground Up on WJZ-TV, Balti-
more, supplement the network- 1 m
tensive coverage of this subject with
as much local and regional material
as possible.
Among the myriad community
service series that have sprung u
during the last year or so land lik
milady's parasol at the turn of th
century, no decent tv station wouli
todav be without one), many hav
won state and national awards
camera's-eye view of how local sta
lions can. and do. meet the chal
lenges of regionalism — or, as Otto P
Brandt, vice president of KING
Seattle, puts it. "give new impact t
an old phrase: crusading journalism
—is realized in KING-T\ s Los
Cargo series, which deals with th< |
future of Seattle and the Puget Soum
region as a major port, as comparei
sav. with Hour of Opportunity o:
WSOC-TV. Charlotte. N. C, whicl
dedicates itself to the particular. an>
specialized, problems of the Chai
lotte Negro population.
Many stations, especially tho?
along the eastern seaboard, ar
watching with interest a new exper
ment on WJZ-TV. Baltimore, l-in
the segmented format of such ne
work programs as Today, but entir
l\ local. WJZ (TV)'s Almanac hega
1 I 'lease turn to page 13)
tfl
T
t
si-oxsoK
16 IPRIL 19i
EDWARD A. GREY, BATES
sr. v.p., media dir.
HERB MANELOVEG, BBDO
v.p., media director
H. NEVIN GEHMAN, Mc-E
v.p., media services
WHAT SPONSOR LEARNED ABOUT
THE TOP 10 SPOT AGENCIES
^ In-depth study of media department operations at 10 giant agencies, which last
year bought over $343 million in radio/tv spot, showed striking industry profiles
Last week sponsor published the
final article in its series "Inside the
top 10 spot agencies" and concluded
jan in-depth study of the media de-
partments at these 10 giant shops.
The agencies covered were Bates.
JY&R, JWT, BBDO, McCann-Erick-
son, Compton, B&B, Burnett, Esty,
and Dancer -Fitzgerald -Sample. In
1961 these ten, according to SPONSOR
estimates, accounted for more than
?343 million in radio and tv spot
idling, and some idea of their over-
vhelming importance in the total
•pot picture can be gained from the
ace that they racked up more than
595 of all national spot expendi-
,ures last year.
In the case of all but two of the
gencies (Esty and D-F-S) the SPON-
OR study involved detailed conver-
ations with media department heads
nd other top media executives. Esty
nd D-F-S, preferred not to talk me-
ia policies and strategies, and
PONSOR pieced together a profile of
leir media operations from the most
reliable outside trade sources.
A summary of findings for the en-
tire "Inside the top 10 spot agencies"
series shows these highlights:
• In all but one of these agencies,
the prestige and importance of the
111111
TOPS IN SPOT
The 10 agencies covered in
the SPONSOR study, with
dates articles appeared:
BATES 5 February
Y&R 12 February
Mc-E 19 February
JWT 26 February
BBDO 5 March
COMPTON 12 March
B&B 19 March
BURNETT 2 April
ESTY 9 April
D-F-S 9 April
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw
media department is recognized and
unquestioned.
• This prestige and importance
have been increasing in recent years
as media men have developed greater
and greater skills, and a more com-
plete co-ordination of their work
with agency research and marketing
operations.
• In all top shops the "day of
hunch bu) ing is over." There is
mounting pressure for more fact-find-
ing in every media area.
• Though c-p-m remains a basic
tool in spot buying, all major agen-
cies are looking beyond raw figures.
e Nearly every top 10 media head
has a man or men on the road doing
station and market research. Most
will tell you they would like to have
more of this activity.
• All basic decisions involving
media strategy and choice of media
are settled on the executive levels of
the media department or by agency
plans hoard operations.
PONSOR
16 april 1962
29
• llic choice of particular stations
on a spol schedule i^ usuall) made
1>\ the timebuyer, under the super-
\ ision of a media group head.
• Media procedure- \ar\ -nine-
what ai each of the top 10 agencies,
but procedural differences are far
less pronounced than differences in
media "personality" or "attitude."'
In almosl ever) case the media tone.
as well as media philosophy of the
agency, is sel In the media boss him-
self.
• Virtual!) ever) top 10 media de-
partment head is now doing home-
work on the subject of computers,
whether or not his agenc) has yet
in-tailed a computer system.
• Spot tv is hailed as a major
marketing instrument by all leading
agencies and there are indications
that, as media research becomes
more and more sophisticated, the use
of t\ spot will be further stepped up.
• Spot radio is considered a ma-
jor sales tool by some, though not all
of the top 10. However, most report
that the) have heard important radio
presentations recently, and have been
impressed with what they were
show n.
Here are significant points about
each agency, culled from the "Inside
the top 10 agencies" series.
1. Ted Hates. Bates, with 80', of
its $150 million billings in radio and
t\. operates a "cabinet-type" media
department of 115 members. Lnder
WILLIAM E. MATTHEWS, Y&R
v.p.. dir. media relations
Edward A. Grey, senioi v.p. in charge
of media operation-, are five Com-
plete!) autonomous media groups,
each headed b\ a \ .p. and "media
director." I nder the media direc-
tors are one or more group super-
visors, senior timebuyers, timebuyera
and space buyers.
Bates is completely sold on spot tv
I see l.ic\ - statement in box on page
31 i but the agency has some strong
opinions on certain tv problems.
"Rate cards are a sore spot and some-
thing should be done pronto to cor-
rect the situation," says Grey. He
also favors summer rates for spot tv.
priced below the levels for the bal-
ance of the year. "The more ammu-
nition we have to sell value, the more
business the medium can hope for."
Bates believes strongly in reach,
("frequency is seldom more impor-
tant than reach") in tv buying. It is
also committed to a policy of con-
stant improvement in spot buys and
every Bates buyer is vested with au-
thority and responsibility to improve
whenever and wherever possible on
current schedules.
As to the impact of tv on market-
ing. Grey says, "We need to con-
sider markets as city zones or metro
areas. But now7 the primary tv area
represents a geographical market re-
gion."
2. Young & Rubicam. Y&R's all-
media buying set-up. organized un-
der William E. I Pete) Matthews, has
six divisions headed by associate me-
RICHARD P. JONES, JWT
media director
dia directors, backed by media ac-
count supervisors and buyers.
Though Y&R was one of the first
agencies to install a computer and
uses it intensively for main statisti-
cal calculations, contracts, billing,
circulation breakdowns and other
chores, the key to the agency's atti-
tude on media selection was ex-
pressed by Matthews at a recent 4A's
conference: "Media selection is a re-
sponse to life, not an engineering cal-
culation. Human planning — with sta-
tistical help — not computer mechan-
ics is the ke\
Matthew > was one of the few me-
dia directors who was willing to fur-
nish sponsor with agency standards
of cost-per-1,000 homes for tv spoil
His figures for 20-second announce-
ments: da\ - -SI. 50. night — $2.50.
For minutes: day — $2.00, earl\ evd
ning— $2.25. late night— $2.25.
Radio is claiming significantly
more attention at Y&R these days,
and Matthews has organized staff
meetings with presentations from
RAB and other outside groups to
give his buyers a better perspective
on present day radio. "They had
been so taken up with tv purchases
the\ were not experienced in radio."
Asked about the rise of network
spot carriers, Matthews said he ex
pects the trend to continue "eve:
more so." Some sponsor identifies
tion has been lost, but "nobody meas
ures it any more."
3. McCann-Erickson. This agenc)
k
m
m
I
30
LEE RICH, B&B
sr. v.p., media and tv
SPONSOR • 16 APRI1 I'11
which in 1961 placed $39.2 million
in radio/tv spot, operates its media
services division under what it calls
a "functional" structure (it formerly
used the group system.)
Heading up the division is v.p. H.
Nevin Gehman. Top executives under
him are Kelso Taeger, v.p. and man-
ager, media departments, and Robert
Coen, manager of media research.
Media service is divided into two
main sections. Planning, with four
media planing directors and four me-
dia planners, is responsible for all
media plans and account service.
The services section covers all me
dia and is headed by John Morena
It has three fulltime broadcast super
visors plus eight broadcast buyers
Supervisors and buyers are responsi
ble to planners on specific account
assignments.
At McCann, selection of media is
the responsibility of media planners,
while supervisors advise and coordi-
nate analytical work in developing
recommendations with the aid of buy-
ers. In planning spot campaigns,
buyers work on individual budget al-
locations for markets to reach de-
sired rating point levels. The time-
buyer is responsible for execution
of the approved spot plan, including
rep contact and station selection.
Mc-E buyers are specialized — eith-
er broadcast or print. Media plan-
ners are members of product groups
on each account, and media is repre-
sented in all plans board operation.
Asked how the agency apportions
a budget among different media, Geh-
[man said, "The effort is to do a bal-
anced and effective job in one medi-
um before adding another."
4. /. Walter Thompson. In 1961
TWT was the top spender in broad-
cast media among all agencies.
;hough its dollars in spot ($36.3 mil-
lion were below the Bates spot total.
Its media department, headed by
.p. Richard P. Jones, is organized to
natch the requirements of the agen-
y's account group management. It
uas seven associate media directors,
ach with timebuyers reporting to
lem.
JWT emphasizes media research
ctivities as part of its media depart-
ment operation. Jones calls media
esearch the "never center of our me-
SIGNIFICANT QUOTES BY TOP
10 MEDIA HEADS ABOUT SPOT
In its study of the Top 10 Agencies, SPONSOR inter-
viewed the country's foremost media men, and reported
such important spot comments as these:
"There is no better way for reaching vast numbers of consumers
where you want to, when you want to, and how you want to, than
through the spot medium."
Edward A. Grey, sr. v.p., Ted Bates & Co.
"We have been making, in the last two or three months, a definite
effort toward developing business in radio. We have come to the
conclusion that we weren't giving radio a break."
William E. Matthews, v.p., Y&R
"By the very nature of tv you're buying reach before frequency
whether you want to or not. Up to a certain point reach will build
faster than frequency, and then the latter takes over. Reach is the
first thing you want for most products, and frequency becomes a
matter of budget."
H. Nevin Gehman, v.p., McCaim-Erickson
"BBDO uses radio to solve marketing problems . . . but we're not
concerned with where we place, only with how we use it. Radio
buying patterns are such that you must blend different stations to-
gether; you must examine station profiles."
Herh Maneloveg, v.p., media dir., BBDO
"Spot's potential for selectivity, flexibility and tonnage are its great-
est assets. Spot provides for concentration of advertising power
wherever the customer may be."
Ruth Jones, assoc. media director, JWT
"Numbers are very effective and necessary tools, but they measure
quantity, not quality. Numbers must be liberally laced with judg-
ment or a machine must just as well do the job. Our clients seem
to appreciate our judgment as they usually approve our departures
from 'the numbers.' "
Graham Hay, head buyer, Compton
"Media flexibility is very definitely a growing factor in today's
scientific approach to marketing problems."
Bern Kaimer, mgr. media dept., B&B
PONSOR
16 april 1962
31
dia analysis work" and point- out
thai this function, which in main
agencies is carried on outside the
media department, has achieved a
much more significant role at JW I
in recent years. ("Al one time it was
a peripheral operation, loosel) or-
ganized on a catch-as-catch-can ba-
\ kej post at JWT is held by Ruth
Jones, associate media director and
broadcast and station relations super-
visor. A significant part of her spot
buying philosophy: "'This is an ever
changing medium. You must know
your markets as they are today before
vou plan, and know your stations as
the) are today before you buy."
5. BBDO. The accent is on youth
in BBDO > media operations, headed
1>\ 37-) ear-old v. p. and media depart-
ment head. Herb Maneloveg, and 39-
\ ear-old v.p. and media manager
Mike Donovan.
The BBDO system employs some
all-media buyers and some special-
ists. It is organized under eight as-
sociate media directors to whom are
attached media supervisors and buy-
ers. An important section of the de-
partment is Media Analysis, headed
l>\ 30-vear-old Ed Papazian. respon-
sible for analysis and media plan-
ning.
More than most agencies, BBDO
has devoted intensive attention re-
cently to computers, and especially
linear programing techniques for
FRANK KEMP, COMPTON
sr. v.p., media dir.
JOHN PEACE, ESTY
president
TOM WRIGHT, BURNETT
v.p., media director
CLIFFORD FITZGERALD, D-F-S
board chairman
solving media problems. Asked
whether BBDO computers would
make it easier to buy spots, Donovan
said, "I doubt whether they will make
it easier to buy, but they should
speed up the process. "BBDO be-
lieves that basically computers can
aid in estimating, printing schedules,
and defining quickly the depth and
characteristics of spot purchases,
within budget restrictions."
6. Compton. This agency, which
devotes 659? of its billing to tv, di-
vides its tv dollars about evenly be-
tween network and spot.
Its 125 man New York media de-
partment, headed by veteran senior
v.p. Frank Kemp, consolidates all
media functions, buying, media re-
search, and budget control. It oper-
ates with five associate media direc-
tors and a buying staff of 17 under
headbuyer Graham Hay. Compton
buyers are specialists, not onlv in
print or time, but in network or spot.
Basic media plans are evolved by
the associate media directors. Gra-
ham Hay reports that at Compton.
timebuyers play a 10' i to 20% role
in media selection, 30% to 40% role
in market selection, 100*^ role in
station selection. In other factors af-
fecting media purchases their roles
range from 50r; to 100%.
7. Benton & Bowles. With 100
media experts and 77% of its billing
in radio/tv, the B&B media opera-
tion is headed by vigorous, outspok-
en Lee Rich, senior v.p. in charge of
media and tv programing.
When the sponsor article was writ-
ten Rich's chief aide was v.p. and
media department manager Lee Curr-
lin who last week moved into tv pro-
gram manager. His place was taken
bv v.p. and associate media director
Bern Kanner. head of the General
Foods media account group.
B&B emphasizes that its media op-
eration is part of the "total market-
ing process" for each brand or prod-
uct. "Our buyers take a part in the
various factors affecting media
choice" (they are trained as all-
media buyers) and. says Kanner. "I
think our system is better because it
makes our buyers well-rounded and
knowledgeable. They have choices,
rather than a bias."
(Please turn to page 43)
H
I
I m
32
SPONSOR
16 APRIL 196S
I
MUSICAL skills of Ken Nordine (c), exponent of the "word jazz" technique, plus imaginative copy by FRC&H,
S. F., creative director, Bob Pritikin (r) went into the making of ay.anf garde "visual" commercials. Shown
here with them doing a recording session in Chicago is .Richard Campbell (I), jazz combo leader
HOW RADIO 'PICTURES' COLOR
^ Long-time West Coast paint manufacturer breaks from traditional ad format and
opens up heaviest radio campaign in paint industry backed up by 'visual" copy
tarly this month, a West Coast
paint manufacturer stacked all his
advertising chips on radio's "visual"
selling powers and broke the heaviest
national spot radio campaign re-
portedly ever undertaken by a paint
company. The ace in the hole: a
batch of commercial copy which
proves that creativity is something
more than a slightly-frayed, bandied
about industry word.
The advertiser is San Francisco's
W. P. Fuller & Co. The radio drive,
scheduled over a two-and-a-half-
nonth period, embraces some 4,080
mnouncements weekly, aired over
190 stations in 90 markets through-
>ut eight western states: Washington,
Oregon, California. Arizona, Nevada,
tah. Idaho, Montana, plus Hawaii
md Alaska.
The creative work that went into
he making of the radio commercials
was handled by the San Francisco
office of Fletcher Richards. Calkins
& Holden under the supervision of
its creative director, Robert Pritikin.
And according to enthusiastic reports
from persons having had pre-cam-
paign exposure, it would seem that
the paint messages have established
a new high in commercial entertain-
ment value.
So arresting are the cleverly con-
trived commercials — an unusual lyri-
co-jazz technique developed to create
images of paint colors — requests for
hundreds of et's began pouring into
client and agency offices from station
contacts and others even before the
commercials were exposed to the pub-
lic. There are many who consider
the Fuller messages "something of a
renaissance in advertising." reports
Doris Williams. FRC&H. San Fran-
cisco, media director. (For sample
of commercial, see box on next page.)
When W. P. Fuller & Co. appointed
Fletcher Richards, Calkins & Holden
as their advertising agencv last fall,
they presented the agency with the
challenge of creating new and spark-
ling advertising that would break
with the traditional pattern and for-
mat common to the majoritv of paint
advertisements.
Fuller's, and for that matter, most
of the industry's advertising was con-
centrated in print media. Mainly it
featured a standard set of product
characteristics and presented them in
standard visual format.
FRC&H's premise was to adapt a
fresh, non-traditional medium for
paint; and feature the single, most
important aspect of paint — color,
which surprisingly was not being
emphasized by the paint companies.
To communicate the emotion and
PONSOR • 16 APRIL 1962
33
beaut] <>t color, radio was selected, a
medium once famous for such '\i-u-
al" programs as / Love u Mystery,
Lights Out, and Irch Oblar Pro-
duction* but a medium which in
recent years has too often failed
to use this greal potential for "visual-
ization" \n ith programing.
FRC&H believed thai radio could
create stimulating, provocative and
accurate graphics with its potential
for etching moods and images on the
listener s imagination. \\ ith this phi-
losophy, the agency embarked upon
'ill!!llllll!!lllllllllllllllllll!!llllll>ll!lll!!llllllllllllllllll!|ii
How copy combines paint and emotion
Enthusiasm over new campaign runs high in company, says Palmer
Field, (I) paint ad manager, W. P. Fuller & Co., shown here listening
to commercial (below) with FRC&H creative director Robert Pritikin.
BLACK
The Fuller Paint Company invites you to stare with your
ears at black.
(SOUND: WHISPER BLACK FULLER PAINT THROUGHOUT COM-
MERCIAL IN RHYTHM)
Black can be a problem. Some people are afraid of black.
Don't be. You don't have to be. Oh I know how the dark
can grab you.
(SOUND: SCREAM IN BACKGROUND)
Don't be afraid. That's just the old black. Ever stop to think
of black as a friend. Can be as soft as a dreamless sleep.
Close your eyes (unless you're driving). See how lovely
black can be. Be brave. Paint one of your walls black. Or
maybe the ceiling. Or maybe the bathtub. Just think ... no
more rings!! But don't get an unblack black. For a black
black — remember to remember the Fuller Paint Company.
A century of leadership in the chemistry of color. Visit your
Fuller Color Center today or tomorrow ... or yesterday.
34
the preparation of a series of corn-
men ials designed to create an acute
public awareness of the name Fuller.
and to establish \\ . P. Fuller Paint
unequivocall) as the leader in the
field of color.
To best portray color, attention
was focused on three vital factors:
1. Emotion. Because color in itself
can be a highly emotional entity, it
was considered appropriate to make
radio commercials highly emotional
in nature.
2. Subjectivity. Because color is a
subjective value, it was felt that the
commercials should be of a highly
subjective character.
3. Creativity. Because selection
and use of color is a creative process,
certainly the commercials should
reach a high level of creativity.
The plan, then : to create w ith word
associations, inference, analogies, and
interpretive music, a composition of
elements which would incite the list-
ener's imagination into "seeing" col-
ors more dazzling, more subtle and
more beautiful than could be achieved
with a more literal technique.
With this in mind, Fuller Paint and
the agency enlisted the services of
Ken Nordine, a member of the Uni-
versity of Chicago "Think Council."
and an expert in the field of com-
munications. An entertainer and mu
sician of repute, as well as a popular
Chicago radio personality. Nordine
is said to be the country's leading
exponent on the "word jazz" tech
nique; i.e., creating images by sound
Nordine developed the musica
background for the commercials anc
helped FRC&H's creative director.
Bob Pritikin create the cop\ . 11-
also voiced the announcements. VJfe
recruited were the talents of some o
the world's most skillful jazz mu
sicians — all living in Chicago.
Nine 60-second radio commercial
were produced. The recording ses
sions. which lasted over seven hour
at the Universal Recording Studios ii
Chicago, were planned in such a m
as to provide all performers in tlii
project maximum freedom to expres
their spontaneity. No musical ar
rangements were used. Script- wei
constructed in such a way as to pel
mit imaginative departures to occu
at the session. Four jazz musiciar
(Please turn to page 46)
SPONSOR • 16 APRIL \9(
KXl
i A
id
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IME
TEST YOUR MEDIA KNOWLEDGE
What are some of the figures that an ad-
vertising manager or account executive
should have at his finger tips?
If he already happens to know the answers
to some of these questions, we suggest he
try them on his neighbor or colleague in the
next office. Better still, he might try them
on his wife, who happens to be a mighty hep
gal. He'd be surprised to learn how much
she knows about c-p-m, the cost of spot tv
and split-runs. But back to our quiz!
3.
4.
5.
6.
Have you any notion how many homes radio reaches
each week? How many daily in the daytime? How
many every evening?
What percentage of all homes are reached by radio
today?
Can you name the five leading network tv adver-
tisers in the fourth quarter of 1961?
How many U. S. homes are now tv-equipped and
what was the percentage increase in 1961 over 1960?
Can you estimate the audience in the average minute
in television in 1961?
How much did advertisers spend in network tele-
vision in 1961? Was this an increase or decrease
of how much over 1960?
Approximately how much national spot gross busi-
ness went into television in 1961? Was this an
increase or decrease, and how much, compared with
1960?
As you probably know, network c-p-m homes
dropped last year. Can you tell us what was the
all program c-p-m in 1961? What was the c-p-m
for evening programs in. 1961? What was the cost
for daytime programs?
9. In round figures, how much would it cost me to
sponsor (time and talent) a half-hour program in
nighttime network television? How much would an
hour program cost? And if I decided to buy a
participating minute in a nighttime program, how
much would it cost?
10. What percentage of women dominate the in-home
radio audience, particularly in the morning? On
the average during the broadcast day there are be-
tween and listeners per home.
11. How many brands used network television in 1960?
How many brands used spot television in 1960?
12. How many television stations are now on the air?
13. How many television markets are there?
14. What is the 23rd television market (metro popula-
tion) (tv homes potential) (tv homes reached) ?
15. What is the base cost of prime time 20s in the top
50 markets? Top 100 markets?
16. What percentage, based on one time rates, is a day-
time minute of a prime time 20? Late night minute?
'Fringe' minute?
17. Using prime time rates, what percent, in general,
is an I.D. of a 20? A 30? A 40?
18. What is the average discount for six announcements
per week (daytime) ? Twelve weeks, daytime?
19. How many am stations are now on the air? How
. many fm stations?
20. In traffic time, what is the average radio announce-
ment discount from one week rates for 12 announce-
ments per week for (a) 26 weeks (b) 52 weeks?
(Answers on page 49)
SPONSOR • 16 APRIL 1962
35
Part two of two parts
MORE ON RADIO'S CREATIVITY
^ New SPONSOR survey of 'radio's creative revolu-
tion* reveals stations filled with hundreds of new ideas
^ Sales -huildinj; devices, imaginative and unusual,
range from salesman's spouse kits to trading stamps
this period of atomic uncertainty, is
the constant lure of the flagpole sit-
ter. The flagpole sitter, as a shekel
shaker, was high on the list years
ago. And he is still high on the list.
if one is to judge by recent goings-on
in the environs of WROK, Rockford,
111. For the benefit of its sponsor.
North Tovvne Shopping Center, the
station hired a grizzled flagpole sitter
and hoisted him in the middle of the
shopping center with the prime ob-
ject of developing traffic for a sus-
tained period — an object achieved
with remarkable success.
Some 12.000 persons turned out
leu forms of creative selling in
radio are paying off at the box office.
Man) station promotion managers,
encouraged b) their bosses, are rap-
idlv turning old doughnuts into new
and tastv crullers and giving mauve
decade stunts a decidedly latter-day
twist— a twist, however, that bears
no calisthenic relation to Chubby
Checkers. In some instances, the pro-
motional endeavors have proved
splendid transformations of tech-
niques adroitly employed by the late
Dexter Fellows and Harry Reichen-
bach.
What appears certain, however, in
to watch the flagpole sitter lifted by-
crane to start his sitting campaign.
WROK had its call letters in neon
lights on the pole. The stunt ran for
84 days and the station sold tie-ins
with housing, plumbing, lumber and
materials, games, camping, painting
to firms outside the shopping center.
WROK sold spots to all the stores
in the center. During the promotion,
the flagpole sitter was heard on the
station from 10 to 20 times daily in
short talks, deejay chatter, cross talk
with children and adults at the base
of the pole. There was a 16' < spurt
in business at the shopping center as
a result of the stunt, the station said.
Said a station executive to SPONSOK:
"Needless to say, the shopping cen-
ter is now one of our top accounts
and worth many thousands of spots
each year."
WTOP, Washington, cites numer-
ous advertisers who have gained con-
siderably from the station's promo-
PUkCE
3« STAMP
HERE
Top Value Million-Stamp Sweepstakes
% Radio Station KOB
1430 Coal Avenue S w
Albuquerque, New Mexico
Enter KOB's
TOP VALUE
MILLION-STAMP SWEEPSTAKES
Nome_
Address
City
Telephone Dot©
— Enfer often ... A new confesf every week —
Listen to KOB radio, 770 on your dial, lor complete
entry information and prize drawings.
TOP VALUE Million Stamp Sweepstakes (I) KOB, Albuquerque, was an effective promotion. In a six-week period, I million stamps were giver
away. Kyle Rote, footballer and WNEW, N. Y. sports director, at 'Good Grooming for Citizenship' rally under Howard Clothes auspice'
36
SPONSOR
16 APRIL 1962
s Spouse Kit
"JSf fo« THE IITTU WOMAN WHO WANTS TO WSPIW Ht»
MAN TO GdtATM HfKJNTS IN TMt WIP 5AU3 CONTIST'
GEI OUT AND SELL! WIN THE WIP SALES CONTEST
* < TOO «
NO FOOD!
UNTIL..
VOU WIN
THE WIP
SAUS
contest:
z^r wrn you wtfi the wrp sales contest/...
N**
PONT BE LEFT Aim POST!
WIN THE WfP SALES CONTEST
mHTNOWf
iSot
SALESMAN'S Spouse Kit was created by WIP, Philadelphia, tor Harbison's Dairies and was
'a most effective promotion' for the client, according to W. S. Roberts Advertising Agency
tional endeavors in their behalf. It
eites a fine job for book publishers
in Class C time. "The response has
been most enthusiastic on the part of
the book stores in the local area,"
Lloyd W. Dennis, Jr.. v.p. and gen-
jral manager of WTOP, told spon-
sor. "Nighttime radio we have al-
\ Ways felt to be a real 'sleeper' with
mtapped sales value potential. In
>ur 8 to 10 p.m. period Jaime Bragg
offered, free, 12 volumes of 'CIA:
The Inside Story.' All a listener had
;0 do was write in a card saying he
ivould like to be in on the drawing.
The promotion ran for a total of four
(lights and drew in excess of 600
tntries; this at the so-called zenith
if tv viewing." Dennis also told of
itilizing the all-night program to
ood advantage. He described a pro-
notion which the station calls OWLS
bd LARKS. All a listener had to do
as send in a card and state whether
e was an owl or a lark. Each night
le station drew suitable prizes for
oth groups. All a listener had to do
as have his name entered in one
ategory or the other. The station
veraged better than 100 entries per
ight. It is Dennis' belief that radio
m deliver respectable impressions
nd responses in all time periods, but
ie use of night radio combined with
naginative selling "is achieving . . .
surprising results."
In the New York City area, where
competition among radio stations is
extraordinarily keen, there have been
some outstanding examples of in-
genuity in hypoing by means of ex-
ploitation the advertiser's message on
the airlanes. One of many notable
examples is that of WNEW, New
York, which staged a "Good Groom-
ing" project among high school sen-
iors when Howard Clothes bought a
parcel of spots on the station includ-
ing time on Kyle Rote's program.
With the approval of the N. Y. Board
of Education, the station set out to
find the 86 best-groomed students in
New York. Each of the best-groomed
were awarded certificates and, of
course, complete Howard Clothes
wardrobes. The sponsor was elated
with the project which, among other
things set out to "encourage good
grooming habits among students and
thus add another weapon to the cam-
paign for juvenile decency."
Not always is the consumer in-
volved in the promotional endeavors
engineered by radio stations work-
ing closely with agencies and their
clients. In some instances, stations
have come up with splendid exam-
ples of effective promotions involving
product salesmen. A first-rate exam-
ple was "The Salesman's Spouse Kit"
staged by Harbison Milk Co., in co-
operation with the W. W. Roberts
Advertising Agency in Philadelphia,
and Arnold H. Katinsky, promotion
director of WIP, Metropolitan Broad-
casting's Philadelphia outlet.
Katinsky created the idea for the
sponsor who had purchased a sub-
stantial schedule on WIP and wanted
a merchandising plan to go with it.
The station suggested the Spouse Kit
sales contest to be held among driver-
salesmen of Harbison Dairies. Dick
Reynolds, WIP's all-night man,
launched the contest with an on-the-
air pep talk. The station also catered
coffee and donuts at the company's
garages while the salesmen were
tuned to the pep talk. Harbison
Dairies supplied WIP with names
and addresses of the wives of the
driver-salesmen and the station
mailed the kits to the wives of the
sales contestants. The promotion
proved so successful that the station
used this plan with its own sales
force, as well as with other clients.
In the case of Continental Baking
Co., the client wanted to give its big
store outlets a chance to win a prize
during their combined radio/tv cam-
'/•7-n
FLAG POLE sitter proved magnet for shop-
ping center promo by WROK, Rocltford, III.
'ONSOR • 16 APRIL 1962
37
paiiiii . WGN, Chicago, predetermined
how man} winners were to be chosen
from a group of 1.200 stores. After
deciding on the figure of 30 winners,
tlie station printed up 30 cards with
a picture of Jack Brickhouse and
Darren McGavin plus a sufficient
number of cards for each driver to
bave a picture of Brickhouse and Mc-
Gavin in their left breast coat pocket.
The station then printed 1.190 cards
with a picture of Wally Phillips and
Man Jane Clark for those 1.190
grocers to wear in their left breast
coat pocket or shirt pocket: As Don-
ald A. Getz, manager of sales serv-
ices, WGN, Chicago put it: "Obvi-
ously, the 30 grocers with the Brick-
house-McGavin material were going
to have cards that matched with the
Wonder Bread salesmen, but none of
the grocers knew whether the card
they had was a winner or not. The
instructions on the bottom of each
card were simple and. of course,
WGN and WGN-TV received promo-
tional benefit, as did Wonder Bread.
As the driver salesman came across
a winning card he was instructed to
have the grocer write his name on
the reverse side of that card and send
it in to WGN. The station then gave
each of the winning cards a record
album as a combined gift from Won-
der Bread and WGN.
A number of stations have come up
with simple, albeit effective, stunts for
film promotions. To excite listeners
to see a science fiction film. "Gordo
-The Magnificent," WPEN. Phila-
delphia, hid a glossy picture of
Gordo somewhere in the center of the
city. Rhymed clues as to the loca-
tion of the picture were broadcast
daily. A prize was offered to the lis-
tener who found it and returned it to
the station. The amount of the prize
went up each day it was not found.
It was finally located and returned
to the station on the fourth day. The
photograph had been scotched taped
beneath a telephone book ledge in a
public telephone booth.
When "Fanny" (film version) was
booked into the Rhodes Theatre, At-
lanta. WSB provided an effective pro-
motion. A special WSB movie party
was planned to bring housewives to
the theatre to create word-of-mouth
advertising. Five hundred tickets
(Please turn to page 47)
NET TV'S 1961 HIKE
^ $12.3 million in new advertiser billings went to
network tv last year, led by $6 million from Metrecal
* Total net billings elimbed 9.7% to $748.3 million
as C-P-M dropped again in favor of network advertisers
lei work television's $66 million
advance in gross time charges last
year was bolstered by the spending
of $12.3 million by first-time net ad-
vertisers, according to figures re-
leased today ( 16 April I bj Telex ision
Bureau of Advertising.
Leading the list of 47 sponsors
new to net tv was Mead Johnson &
Co. with expenditures of $5,902,376.
The advertising was placed by Ken-
yon & Eckhardt for Metrecal, weight-
control nutrient produced by Edward
Dalton Co., a division of Mead
Johnson.
The U. S. National Bank of Port-
land was the smallest new advertiser
in terms of billings. The companv
spent $584 in net television last year.
Figures were compiled by Leading
National Advertisers-Broadcast Ad-
vertisers Reports and released bv
TvB.
TvB had announced recently that
total network time charges hit $748,-
373.000 in 1961. The change repre-
sents a 9.7% increase of $66,002,000
as compared with the 1960 tally,
estimated at $682,371,000.
Spot gross time charges in 1961,
however, advanced only 2.3%, from
x.03.294,000 t«» s(> 17.398,000. This
was a gain in hillings of $14,104,000.
Last year was the second highest
on record in the number of adver-
tisers using network television, ac-
cording to TvB. A total of 341 com-
panies used net tv during 1961. The
highest number — 376 — was recorded
in 1960. However, says TvB. the
total was boosted by the advertising
activities of national political groups
in an election year.
Procter & Gamble emerged once
more as top net spender with >.~>1..
927.897. P&G alone accounted for
slightly more than $5 million extra
in billings for "61. In 1960 the com-
pany paid out $46,406,679 for net-
work time.
American Home Products remained
in second spot, spending $33,911,210,
or approximately $600,000 above the
1960 level, $33,376,057.
C-P-M for network programs down in '61
All Programs
Evening
Daytime
1961
$2.72
$4.00
$1.94
1960
2.73
1.01
1.96
1959
2.82
3.88
2.25
1958
2.96
3.78
2.44
•1
1957
2.90
3.85
2.24
Note: All the r.bove data i- reported on .1 program basis, Source: A. C. Nielsen Co
lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll
38
SPONSOR
Id VPRIL 1961,
'• 1
SPARKED BY 47 NEW SPONSORS
In third place was Lever Bros.,
with expenditures of $28,761,548. In
1960 Lever Bros, chalked up $28,-
613,140 in net television. The com-
pany replaced General Motors, which
this year moved to fourth place. GM's
total was $23,811,830, up from $22,-
985,033 in 1960.
R. J. Reynolds Tobacco moved into
fifth place with expenditures of $21,-
740,922. In 1960 the company spent
$15,891,416 in network tv.
More than half of all network ad-
vertisers, or 180, were under the
$500,000 mark in net tv expenditures.
The breakdown: less than $250,000—
138; less than $50,000^7; $50,000
to $100,000—32; $100,000 to $250,-
000—59.
Other reports from TvB:
A slight drop (0.3%) in percent-
age of homes using television during
the average minute was noted in the
evening, although actual television
homes increased by 600,000, accord-
ing to A. C. Nielsen. But morning
and afternoon figures showed slight
gains. In the morning, percent of
homes using tv rose from 12.8% to
13.1%; in the afternoon, the figure
'rose from 23.3% to 23.9%.
Network cost-per-1,000 for all pro-
grams drop 1 cent, to $2.72. Night-
time c-p-m fell 4 cents, to $4. Day-
time c-p-m also decreased 4 cents to
l$1.94, marking the first simultaneous
decrease for daytime and evening
programs in several years.
The number of television homes
in 1961 rose 4.5% to 49 million,
marking a 90 percent penetration.
Television homes with more than
one receiver were up 10.3% to 6.4
million. (Source: A. C. Nielsen)
Average hours of television usage
per home in 1961 was 5 hours and
j7 minutes — a one-minute increase
over 1960. Total hours of usage per
Jay was up 4.2% to an all-time high
A 240,100,000 hours. (Source: A. C.
Vielsen)
The number of commercial televi-
*ion stations on the air in 1961 rose
from 527 to 541. Vhf stations were
ap by seven to 458; uhf outlets in-
creased by seven to a total of 83.
(Source: FCC) ^
lllllillllllllllllllliilllllllllllllllllllllllllllllll^
New net advertisers spent $12.3 million
Rank among
new advertisers
Over-all
net rank
1961
figures
1. Mead Johnson 36.
2. Food Manufacturers 122.
3. Prewitt, J. Nelson 124.
4. Martin Marietta 148.
5. Nutri Bio Corp 152.
6. Eldon industries 164.
7. Hertz 180.
8. Golden Grain Macaroni 183.
9. Dr. Pepper 199.
10. Merritt Chapman & Scott 219.
11. Emenee Corp 229.
12. Bradley, Milton, Co 234.
13. General Ins. of Amer 235.
14. Wilson & Co 241.
15. Houbigant 251.
16. Melnor Industries 252
17. Buitoni Foods 254.
18. Lowenstein, M. & Sons 263
19. Foster Grant Co 264.
20. Merck 266
21. Mirro Aluminum 267.
22. Dominion Electric 269.
23. Union Central Life Ins 277
24. Xerox Corp 278.
25. Blumenthal Bros. Choc 279.
26. Gulton Industries 280.
27. Plasti Kote 282.
28. Mystik Adhesive Products 289
29. Hanes Hosiery 294.
30. Matson Navigation 296.
31. Baldwin Piano 298.
32. Chatham Mfg 302.
33. Father John's Medicine 304.
34. Siris, A. J. Products 307.
35. Carter Ink 308.
36. Gorham Corp 309.
37. Jiffy Products 310.
38. Stowe Woodward 311.
39. Windsor Industries 312.
40. U. S. Photo Supply 317.
41. Wiedemann Brewing 319.
42. Lober, M. & Assocs 326.
43. Narragansett Brewing 332.
44. Int. Auto Sis. & Svc 334
45. Schaefer, F8tM, Brewing 337.
46. Fairmont Food 338
47. U. S. Natl. Bank of Portland 341
$5,902,376
928,420
841,762
598,273
550,270
484,221
382,250
366,900
271,800
214,600
175,070
153.600
152,748
140,386
117,450
115,127
110,000
99,538
98,966
96,985
96,474
92,829
75,348
74,670
73,120
72,440
69,660
55,640
49,812
49,220
49,057
40,730
35,200
31,010
30,218
29,676
29,217
29,019
28,025
25,401
22,704
14,067
9,717
9,360
4,400
3,780
584
TOTAL $12,326,123
Source: TvB/I*NA-BAK
llllllllllllllllllllllllllll
SPONSOR
16 april 1962
39
If you want to know if people are
paying attention to you, try doing
something wrong. This is an unfor-
tunate but true fact of life, and one
that children catch on to very early
in life. They discover that crayoning
a picture of Daddy on the dining
room wall is a guaranteed way to
make you the focal point of the
family. Later on, when they get to
be adults, people often forget this
useful little fact — but not if they
manage WEZE they don't!
Let one of our announcers say
exquisite instead of ex-quis-ite
and you can bet your life we'll hear
from one English teacher in Maine,
three in Massachusetts, and an-
other in Vermont. Mispronounce
Princess Radziwill's name in a
news report and the maii bag bris-
tles with letters telling you to
straighten up.
Naturally, on WEZE we try to
keep our errors to a minimum, but
we have to admit that even the
critical letters are welcome because
they're a sure sign that people
aren't just tuning in — they're
really listening. And besides, we
can always console ourselves with
all the congratulatory letters that
pour in (literally) from every corner
of New England.
Our favorite letter this month
was from a farmer in Vermont, who
said he'd installed a portable radio
in his hen house, kept it tuned to
WEZE, and thereby increased egg
production by about 20%. Hens
having notoriously little spending
money, we're not sure this is any
great asset to our advertisers, but
at least it's nice to know that if we
occasionally lay an egg that we
have to apologize for, there are an
awful lot of eggs being laid that
somebody's happy about.
Sincerely,
Arthur E. Haley
General Manager
P.S. And if you'd like to find out about all
those WEZE listeners with lots of spending
money, write or phone me of WEZE, Statler
Office Building, Boston, Mass., Liberty
21717, or contact your nearest Robert E.
Eastman representative for all details.
40
Media people:
what they are doing
and
saying
TIMEBUYER'S
CORNER
Ed Green joined Lawrence C. Gumbinner as broadcast super-
visor, leaving Benton & Bowles where he was an assistant media
director . . . Howard Lelchuk has been made an assistant media
buyer at Fuller & Smith & Ross . . . Ruth Supiro has been ap-
pointed assistant media research director at Kenyon & Eckhardt.
She was previously director of the research department at Blair
Television Associates . . . Horace Judson named media director
of Hicks & Greist . . . Donald Scandlin i9 now a media buyer at
Fuller & Smith & Ross. Formerly, he was a media supervisor
at Erwin Wasey. Ruthrauff & Ryan.
SO FAR, the Blair-Tv "Rip Cords" have received no answer from Pete Matthews of Y&R
or the Y&R media department to their challenge of a parachute jumping competition.
But, here they are, prepping, at a New Jersey skydive field: (l-r) a.e. Bob Hemm,
sales assistants Liz Magee, Jeanne Bogner, and Pat Mahoney; and a.e. Otto Ohland
Blair-Tv's softball team plays Y&R's team each spring, and now the
rep firm's staff has invaded a new sports field which it has challanged
Y&R to compete in: parachute jumping. Members of its parachute
team are account executives Bob Hemm and Otto Ohland and sales assis-
tants Liz Magee, Jeanne Bogner, and Pat Mahoney.
Hemm now tells his neighbors that he's in the parachute business. |
Asked how's business, he says: "I don't know, it didn't open up yet.
Jeanne Bogner claims that her uncle achieved distinction as the first
man to jump out of an airplane. "It took real courage in those days to
do a thing like that," she says. "After all, parachutes hadn't been invented."
(Please turn to page 42)
H'nNSOK
16 april 1962
u
udience
North Carolina's Grade A World
i/VINSTON-SALEM
'ONSOR • 16 APRIL 1962
where only one station provides
Grade A Coverage of 14 cities
ranging in population from
11,000 to over 120,000, and City
Grade Service exclusively to the
state's top metropolitan market -
Winston-Salem, Greensboro,
gh Point
Call Peters, Griffin, Woodward, Inc.
TELEVISION
51© ®
CHANNEL 12
GREENSBORO/HIGH POINT
41
The THIRD MAN is back!
In a NEW series
More EXCITING than ever
=TTt
THIl__
JM
starring
MICHAEL RENNIE
Proved uith top ratings
Montgomery 42.3
Rochester 31.0
Cleveland 27.7
Birmingham 27.1
Albany, Ga 48.8
Omaha 27.0
Boston 21.6
Tallahassee 41.6
Des Moines 26.6
Albany, Troy, Schnectady 27.7
call NTA
for availabilties
of these 38
new productions
OFFICES:
New York, Now York
10 Columbus Circle JU 2-7300
Chicago, Illinois
612 N. Michigan Ave. MI 2-.r>r,(51
Beverly Hills, California
8530 Wilshire Blvd. OL 5-7701
St. Louis, Missouri
915 Olive St. CE 1-605G
42
TIMEBUYER
CORNER
(Continued from page H
Paul Heiinen of WGHF (FM), Brookfield. Conn., took a taxi
last week to J. Walter Thompson to see Lou West. Travel-
ing east on 54th Street, the eah careened around the
corner onto Madison, narrowly missing a hus, swung across the
white line and screeched in another turn to miss a car. Henncn
asked the driver to he more careful.
"Don't worry, mister," said the driver. "I spent three years
in the hospital after the war. I don't intend to land in another
one."
'I'm sorry to hear that," Hennen said. "You must've beef
pretty hadly hurt."
"Nah," the driver replied. "I was a mental case."
DISCUSSING markets: Joe Kilian (I), McCann-Erickson buyer, lunches with (l-r) Kei
Campbell of H-R Representatives and Bill Simpson of KOL, Seattle, at the Envo
Al Parent) of Young-TV was at the Pen & Pencil with Len Soglio la*
week and described the secretary who once worked for him who mis
understood everything he said. Parenty said, "I told her, 'Take a lette
to Dale Larsen, KTVX, Wichita. Kansas' — and I've never seen her since.
Doug Humm of Charles W. Hoyt lunched at the Dubonnc
Restaurant with a station man who said that the standing on;
tion some broadcasters gave Newton Minow's speech at the NAI
luncheon in Chicago was misleading. "They were just trying t
shake the crumbs off their laps," he told Humm.
sPoNsilli
16 APRIL l«)(
.
LOCAL LIVE PROGRAMS
{Continued from page 28)
a daily 7:30-8:30 a.m. Monday-thru-
Friday run on 9 April, includes news,
sports, weather, traffic, an exercise
girl, comedy bits, Baltimore history,
man-on-the-street interviews, etc.
That live programing can match in
ratings, and in many instances out-
distance, film programing is borne
out by the move of KDKA-TV, Pitts-
burgh, which in the last year re-
placed three syndicated film series
with three live studio productions:
Safari, with live animals, swinging
vines, etc., 6:30 p.m. Friday; Three
Star Final, a week-end study of
"news in depth," 6:30 p.m. Sunday;
and the John Reed King Show, a
9:30 a.m. Monday-thru-Friday vari-
, ety entry sponsored by such national
advertisers as Kellogg, Lever Broth-
ers, Bristol Myers and Gillette. The
station reports to SPONSOR "unprece-
dented success" in all three instances.
Live drama and other forms of the
performing arts are on the ascendent,
too, according to most observers.
This isn't too surprising in cities like
New York, where programs such as
American Musical Theatre (WCBS-
TV) continue locally; or Los An-
geles, where 90-minute dramas high-
light WNXT's live programing; or
Chicago, where a weekly series of all
art forms from drama to music to
readings runs on WBBM-TV under
the title Repertoire Theatre; or even
St. Louis, where music specials based
on the culture of the city are a high-
mark of KMOX-TV's live ventures.
But both repertory and original dra-
ma are being done in tv studios
across the country, especially those
aided by the proximity of colleges.
Some stations, such as KXTV (TV)
in Sacramento, an area bristling with
colleges and universities, present full-
season original drama series. Others,
,?uch as WANE-TV in Fort Wayne,
incorporate original drama in regu-
larly scheduled live programing, as
per a play based on the death of
Lincoln, acted by grade school chil-
dren on the Ann Colone Show, and a
play written and produced by engi-
neering students of Purdue Univer-
sity for the station's Horizon.
In medium-sized and smaller mar-
kets, there is greater concentration
po live remotes than has been previ-
ously noted. One station manager
hays that with modest production
budgets, and often a wide area to
cover, the live remote can be the
chief means by which a station in-
volves itself completely with its com-
munity, and thus thoroughly identi-
fies itself with that community's wel-
fare.
"To cover a church function re-
quires the utmost taste and the least
intrusion of the technical," says
Joseph Baisch, general manager of
WREX-TV. "For most ceremonies
of this nature, we conceal a live cam-
era at altar right. The station builds
a special drapery area for it (so only
the lens extrudes), and then erects
another dummy drapery at altar left
in the interests of symmetry. This
enables us to achieve some remark-
able close-ups, such as the faces of
the priests at the moment of ordina-
tion and the consecration of the Host.
Strategic camera placement and care-
ful lens selection play a great part in
remotes. For example, we recently
telecast a mass confirmation of 1,100
adults, with 4,500 people present,
and with five altars, two choruses, a
narrator, five bishops conferring
sacrament, and the Bishop of Rock-
ford Diocese, all to be covered. We
covered, and effectively, the entire
ceremony with only three cameras
and four mikes."
Indicative of the growing stature
of local live programing, especially
in the area of education, information
and culture, is the formation of such
clearing houses as Television Affili-
ates Corporation (TAC), a subsidi-
ary of Trans-Lux Corporation, which
distributes "exceptional" locally-pro-
duced programs to television stations
across the country. With 26 member
stations, TAC is headed by Richard
Brandt, president; Richard Carlton,
executive vice president; and Robert
Weisberg, vice president, and has
offices in both New York and Chi-
cago. A seven-man broadcasters ad-
visory committee guides the com-
pany's operation: Richard Borel, di-
rector of tv, WBNS-TV, Columbus,
Ohio; Eldon Campbell, v.p. and gen.
mgr., WFBM-TV, Indianapolis; Rog-
er Clipp, v.p. and gen. mgr., radio
and tv, Triangle Publications; Jack
Harris, v.p. and gen. mgr., KPRC-
TV. Houston; Norman Louvau. pres.,
KCPX-TV, Salt Lake City; David C.
Moore, pres., Transcontinent Televi-
sion Corp. ; and A. Louis Read, ex-
ecutive v.p., WDSU-TV, New Or-
leans.
Most programs in the TAC library
are half-hours, generally on tape, in-
clude such locally-produced items as
these :
Great Shake, a tv memoir of the
San Francisco earthquake (KRON-
TV, San Francisco) ; Mechanics of
Sleep, a study of sleep patterns and
cycles, with particular attention to
the world of dreams (WBKB (TV),
Chicago) ; Sex Offender, a study of
warped and twisted minds, with ad-
vice to youngsters from the Lone
Ranger (KFMB-TV, San Diego) ; A
Walk Through the Valley, study of a
violent juvenile delinquent (WGN
TV, Chicago) ; Don Pasquale, a 90-
minute opera sung in English
(WRAL-TV, Raleigh, N. C.) ; Pony
Express, a documentary of America's
earlv communication system, told
with stills (KBTV (TV), Denver);
Whales off Vancouver Island, deep
sea adventure (KOMO-TV, Seattle) ;
Soviet Time Table, revelation of Com-
munist infiltration (KCPX-TV, Salt
Lake City) ; and The Second Heart,
study of open-heart surgery (WJXT
(TV), Jacksonville, Fla.).
SPONSOR learned at press time that
a major national advertiser is seri-
ously considering sponsorship of a
series of these programs on TAC
member stations. ^
TOP lO
{Continued from page 32)
A basic part of the B&B media phi-
losophy, "We're not in the numbers
game. Obviously cost-per-1,000 is a
very important factor in our choices.
But we would not buy kid-time spot
at $1.50 per thousand when we want
to reach adults, and spots in adult
time at night cost $2.50 per thou-
sand. We are interested in the kinds
of people we are going to reach and
when we are going to reach them."
8. Leo Burnett. Media operations
at the big Chicago agency are headed
by v.p. and media director Thomas
A. Wright, and media manager Hal
Tillson.
The media organization includes
supervisors, associate supervisors and
timebuyers, plus a media and pro-
gram research section headed by v.p.
Seymour Banks.
Burnett's media plans are based on
overall marketing and creative strat-
egies, and designed for specific ob-
jectives. Responsibility for initial
planning rests with one of the six
liPONSOR
16 april 1962
43
i
h
advertising
PUZZTEMfeNT
■
•■'•£•■■■
We know every broadcaster is "thumbs up" when it comes
to selling national advertising. But which way does the thumb
point when it comes to buying the same?
If you want some interesting figures— "thumbs down" wins by
over eight to one. Less than 16% of the trade does any trade
paper advertising at all. The total expenditure in all
publications last year was some three-tenths of one percent
of sales. Yet most stations have reps and are actively
soliciting the agencies for spot business.
It appears to us that if a man does not believe advertising
can work for him — why should we believe he can
make it work for a client.
Everyone in this business should believe in it because he
has a stake in making it work. The broadcaster's present stake
is some $2,200,000,000. With proper promotion it could be more.
Therefore, we sincerely feel it's about time that agencies
asked broadcasters to stand up and be counted. When a
station solicits business it might be proper to use this
yardstick: — ask it whether it is putting its own money
where its mouth is.
JAY VICTOR & ASSOCIATES, NEWARK, NEW JERSEY
media group supervisors. Each is a
member of a product group which
includes account, creative, marketing
and research people.
\t Burnett buyers begin as either
timebuyers or space buyers, hut the
practice at the agenc) is to transfer
them from one assignment to another,
so that, over a period of time they
become versed in all media forms.
\skcd how much effect such fac-
tors as cost efficiency, coverage and
audience composition exert on Bur-
nett buys, Tillsorj said. "They're about
90rr of spot buying, but we also
consider quality and type of adjacen-
cies or participating programs. You're
known by the company you keep."
9. William Esty. This agency,
with 80' i of its hillings in radio/tv
has a policy against outside discus-
sion of media philosophy or strategy
due probably to the fact that such a
heavy share of its volume (estimated
50-60 r( ) comes from R. J. Reynolds.
However Esty is such an important
factor in the business, and so highly
respected in the trade, that sponsor
went to reliable outside sources for
opinions on Esty media operations.
Most observers credit Esty presi-
dent John Peace, v. p. ad media di-
rector Mark Byrne, v.p. in charge of
media planning Walter G. Smith, and
associate media director Harold B.
Simpson as being the real architects
of Esty's "media planning and spot
buying sharpness."
Typical of the praise which the
Esty operations receive from trade
sources is this, "Esty men combine
program-sense and price-sense. Many
agencies are conscious of wanting
quality and cost but few match Esty
when it comes to marrying the two.
Another thing: the feet always know
what the head is doing at Esty. The
operation is all of a piece, an entity."
10. Dancer, Fitzgerald & Sample.
This $103 million agency (66% in
radio tv I also has a no-talk policy.
sponsor editors, checking trade
sources, got these reactions to D-F-S.
"This is four or five agencies un-
dei one roof. The upper echelon of
executives particularly Board Chair-
man Clifford L. Fitzgerald, president
Chester T. Birch, and senior v.p.s
George Torme) and Gordon H. John-
son are all highly experienced and
capahle advertising men, each oper-
ates an "island agency within an
agency."
"The top media people. >uper\ i-. >i -
and associate media directors, in par-
ticular— are mostly top-notch, well-
trained, knowledgable, sharp, and
fair. The trouble is simply at the
lower level. The buyers, for example,
are not only young — they're always
on the move. Dancer's philosophy,
you might >a\. is one of decentraliza-
tion rather than unity."
It was generally agreed that the
D-F-S buying philosophy reflects no
general overall agency attitude, but
rather the individual philosophies of
the key men commanding top ac-
counts.
Interestingly enough there is a
striking contrast between the view of
D-F-S held by station reps and that
held by advertisers. While many of
the former find the agency's opera-
tions "loose" and both "disconcerted
and unordered" most clients report
"excellent local service, which many
other top agencies either cannot or
do not give." ^
RADIO 'PICTURES' COLOR
[Continued from page 34)
played a total of 24 instruments, in-
cluding harpsichord, electric pianos
and toy cymbals.
Eight commercials dramatized one
specific color as depicted in the
"black" commercial shown on page
00; the ninth was a wrap-up treat-
ment of all the spotlighted colors.
^ ellow, for example, was treated
like this:
The Fuller Paint Company invites
you to stare w ith vour ears at yellow.
SOUND/MUSIC: SOMETHING
THAT SAYS YELLOW. HOLD
UNDER
Yellow is more than just a color.
\ ellow is a state of mind. A way of
life. Ask any taxi driver about yel-
low. He'll tell you. Or a banana sales-
man ... or a coward. They'll tell
you about yellow.
SOUND: PHONE RINGS.
Oh — excuse me.
SOUND: RECEIVER PICKS UP.
PHONE SOUNDS THROUGHOUT
CONVERSATION. MUFFLED
VOICE COMING OVER PHONE.
Yello. Yes. I'll take vour order.
Dandilions a dozen: a pound of
melted butter: lemon drops and a
drop of lemon? And one canary who
sings a yellow song. Is there anything
else?
SOUND: OTHER SPEAKER
HANGS UP. WE HEAR DIAL
■*D
TONE THRU FILTER
Yello. Yello? Yello! Disconnected.
(NORDINE HANGS UP RECEIV-
ER)
Well — if she really yearns for vel-
low, she'll call back. And if vou want
yellow that's yellow yellow — remem-
ber to remember the Fuller Paint :
Company — a century of leadership in
the chemistry of color. For the Fuller
Color Center nearest you — check your
phone directory. The yellow pages of {
course!
Although Fuller manufactures a
vast variety of paint colors, eight
basic colors were selected for com-
mercial dramatization.
Pre-exposure of these commercials
to the Fuller sales staff and to the
radio profession created quite a stir
and aside from ET demands me:
tioned earlier, inquiries came from
entertainment people about the possi-
bility of turning the commercial spots
into an album for distribution in rec-
ord stores.
And in radio stations scheduled to
carry these spots, overwhelming re-,
spouse to the new campaign sparked
all-out promotional support. Already1
scheduled in several markets are civic
paint-up contests. Color of the Day
contests, a Color Chip Treasure Hunt,
remote broadcasts with top station
personalities from dealer stores. Oth-
er promotional gimmicks: One station
will have a favorite disk jockev paint
the home of a contest winner: another
station will run a "Paint the town red
with your favorite disk jockey" con-
test.
At the paint manufacturing com
panv. the radio campaign has gener
ated much excitement. Fuller's paint
advertising manager. Palmer Field
is certain the radio campaign wil
make a tremendous impact on t li >
public. It is the result, he says, of
"wonderful team effort" between hi
companv and the San Francisco FR(
&H people including creative directo
Pritikin. v.p. and account supervise
Parker Wood, media director Dori
Williams, and account executive Ro
Farrow.
The largest paint manufacturer ani
glass firm in the West. W. P. Fulle
& Co. was founded in 1819 by youn
William Palmer Fuller, a New Eng
land painter and paperhanger wb
had settled in California to tr\ hi
luck in the gold fields. His compan
progressed in spite of fires, flood;
16
SPONSOR
16 APRIL \9(
and a succession of partnerships.
Sales increased steadily each year.
From $9 million in 1936. the com-
pany's volume rose to more than $74
million in 1961.
Currently the company operates
four factories manufacturing com-
plete lines of paint products; dis-
tributes glass; manufactures mirrors
in two \^ est Coast factories; produces
aircraft finishes and automotive fin-
ishes (through Nason Products divi-
sion) ; manufactures aluminum build-
ing components (through Trimview
Metal Products plant ) ; maintains
modern distribution depots in princi-
pal western cities; exports to dealers
and distributors throughout the Pa-
cific Basin area. Through affiliate and
subsidiary companies, Fuller provides
manufacturing and marketing know-
how in many countries in Latin
America. Europe, and the Orient.
Recently merged with Hunt Foods
and Industries, Inc., the organization
continues to operate as W. P. Fuller
fit Co.. with headquarters in San
Francisco. ^
RADIO'S CREATIVITY
(Continued from page 38 I
(the theater's capacity) were offered
free to listeners in eight promotion
spots. — six Tuesday night and two
Wednesday morning during the week
orior to the party. Calls were ac-
:epted only after 8:30 a.m. Wednes-
lay, and by 9 o'clock all the tickets
I-vere gone, guaranteeing a full house
n 30 minutes. Five extra operators
vere needed to handle the flood of
•alls and management credited radio
vith a successful movie run.
Bob Brown of KVEC, San Luis
Obispo, California, maintains that
adio must continually create new
deas in programing and new ideas
n commercials and the use of com-
nercials if it is to attract new busi-
iess. He cites the case of the "Big
Heart" contest, a promotional en-
leavor to find the individual with the
•iggest heart or the person always
'oing something for someone else
nd receiving little or no recogni-
on in return. Russ Johns, the sta-
on's morning personality, cut the
romos asking for cards or letters to
lake nominations for this award.
etters were read on the air and the
inner announced on Valentine's
'ay.
Both the winner and the individual
making the nomination received
prizes donated by participating mer-
chants. Said Brown in describing
the contest: "Generally speaking, we
found merchants reluctant to do any
promotion for Valentine's Day, so
this was a natural. We limited spon-
sorship to only one merchant in each
classification. We sold a candy store,
florist, drug store, stationery store,
restaurant, women's store, depart-
ment store, jewelry store, beauty
shop and men's store. Each mer-
chant received a group of announce-
ments for Valentine's Day, with a tag
that this store was participating in
the 'Big Heart' contest. We tagged
station promos on the contest with
the sponsors' names and invited them
to shop at the store participating in
the contest. Each merchant donated
a prize at about $7.50 retail value.
The station derived $300 in addition-
al revenue, plus considerable pub-
licity and goodwill all from the cre-
ation of this idea."
How to increase foot traffic to
stores was vividly demonstrated by
KSDO, San Diego, in behalf of Ful-
ler Paint Co. Working together, they
staged a "Clean Up, Paint Up" cam-
paign. Listeners were urged to get a
free Fuller Paint 1962 color chart.
Listeners were asked to "take the
CREATIVITY...
INTEGRITY
Jenn Antoine Houdon (1741-1828), famed French sculptor,
'painter, and prolific portrayer of notables, travelled to America to
create ijfs famous George Washington. This statue, standing
today in-; the Virginia State Capital, is a monument to a great
Virginian! the first President of the United States., The marble
momentary pose captures forever Washington's dignity, integrity
and courage. W
We at Shenandoah Life Stations strive to make me art of Houdon,
the integritylpf Washington an integral part of our operation.
wsls - TV
ROANOKE , VIRGINIA
AM 61 • FM 99.1
NATIONAL REPRESENTATIVES
AVERY- KNODEL, INC.
EH
"THERE IS NQ SUBSTITUTE FOR INTEGRITY'
30NS0R
16 april 1962
47
color sample and attach it to a post
card, stating wh) thej liked that spe-
cifie color and mail it to the station.
At the end of the week, station judges
selected the most original <>r creative
description. The writer of the win-
ning card was awarded enough paint
in the desired color to paint the room
he had selected." The contest con-
tinued for ten weeks with a winner
each week. At the end of the tenth
and final week, the station drew from
the 10 winners one final winner who
received from the sponsor a grand
award chosen at their discretion.
KSDO used a lanie number of an-
nouncements to promote the contest.
The contest had numerous public
service angles since it served as a
community clean-up, paint-up proj-
ect. It also gave the sponsor a great
deal more mileage for his budget and
stimulated considerable foot traffic in
all stores where Fuller Paint was
sold.
The lure of trading stamps brought
an avalanche of responses to the
KOB, Albuquerque, promotions. The
KOB Top Value Million Stamp
Sweepstakes was a six-week on-the-
air promotion conducted by the sta-
tion in cooperation with the New
ONE OF A SERIES
WHBF
PLUS FACTOR
Ethical standards
receive attention, not
lip service, and WHBF
advertisers benefit...
The WHBF stations are subscribers to the NAB
codes, and are meticulous in adherence to their
provisions. Offensive advertising and
programming, fly-by-night operators, bait and
-witch type business are not accepted by
the WHBF stations.
\\ HBF quality on the air is accepted and
respected in the Quad-Cities. WHBF quality
provides the atmosphere for effective
communication of your sales message.
This WHBF plus factor — community respect
for WHBF standards ami practices — is a benefit
local advertisers know and appreciate. ^ our
Quad-Cities communications can benefit at
W HBF, too.
Contact Avery-Knodel for details and
availabilities.
YOUR BEST BUY IN THE QUAD-CITIES
WHBF
RADIO • FM • TELEVISION
Call Avery-Knodel
J,
'•«. ".o'0'
Mexico Top Value Stamp Zone Office,
and New Mexico Top Value accounts. "' '
During the promotion, 1 million
stamps were given away to nearly
250 listeners, whose cards were drawn
on the air by KOB personalities.
Every day eight winners each re-
ceived 1,500 stamps. Every Friday
eight winners received prizes of
6,000 stamps. At the end of six weeks,
four grand prize winners were drawn,
each getting 100,000 stamps. An ad-
ditional four winners on that day al-
so got 1B.000 stamps. Top Value
provided the stamps for the promo-
tion and made available space in
their accounts' store for materials
furnished bv the station. KOB printed
some 75.000 cards which were dis-
tributed only to Top Value accounts
in the state. These cards were placed
in prominent spots in the stores. The
cards were picked up by entrants,
filled-in. and mailed to the station.
The station also printed window ban
ners for use by accounts. Station per
sonalities made personal appearances
at various supermarkets and exten
sive on-the-air promotion was iiiven
to the contest. Top Value accounts
were called on by station salesmen
to give them a chance to place spot
schedules in conjunction with the
promotion. Many did so. greatly in-
creasing the effectiveness of the pro-;
motion, according to Paul Bain, pro-
motion manager. Grand prize winners
were invited to be KOB's speci
guests at the studio, given a gram
tour, interviewed on the air and pre
sented with the trading stamps
Inexpensive and effective was tht
support provided an advertising
schedule on KPOJ. Portland. Oregon
according to Gary L. Capps. promo
tion manager. He told sponsor of
special piece of merchandising don
in behalf of Portland Burkaro*
Hockey. KPOJ carries the final tw<
periods of all home games and mos
of the road games. The broadcast
were sold to Carling Beer, MJB Co
fee and a local Ford dealer. To me
chandise the broadcasts to brokei
and buyers in the grocery fieh
KPOJ printed a round, pressure-ser
sitive sticker which was attached t
regulation hockey pucks. Capps ol
served that these hockey pucks ai
seldom seen up close by fans and at
of great general interest. The puck
were then distributed to local fo6
brokers and buyers to be used 8
paper weight-. ^
al
id
48
SPONSOR
16 APRIL 19f.
MEDIA QUIZ
{Continued from page 35)
ANSWERS
1. 47,637,380 U. S. homes weekly.
38,717,560 daytime daily. 24,-
442,570, every evening.
2. 88.9%, in the home or elsewhere
weekly.
3. Procter & Gamhle. American
Home Products. General Motors,
R. J. Renolds Tohacco. General
Foods.
4. 49 million with nine out of 10
homes now tv-equipped. Tv
homes increased 4.5% in 1961.
5. The audience in the average
minute was 13,179,000, up 4.1%
over 1960.
6. Advertisers spent $745,873,000
in network tv in 1961. It was
a percentage increase of 9.7 over
1960.
7. Spot tv business in 1961 came
to $617,398,000. a 2.3% in-
crease over 1960.
8. All programs cost per 1,000
(network) in 1961 was $2.72, a
.4% drop from 1960. It was
$4 c-p-m for evening program.
Daytime program cost (c-p-m)
was $1.94.
9. A half-hour program would cost
approximately $110,000. An
hour program would cost from
$200,000 to $230,000. A par-
ticipating minute would cost
from $30,000 to $38,000.
Women dominate the in-home
radio audience (47-67%) in the
morning. On the average, there
are between 1.5 and 1.9 listen-
ers per home in the morning.
1,458 brands used network tv
in 1960. 5,566 brands used spot
tv in 1960.
2. 547.
.3. 271 (1 station. 131: 2 stations,
64; 3 stations, 61; 4-f- stations,
15.
4. Kansas City, (metro pop.) ;
Johnstown-Altoona (tv homes
potential) ; Atlanta (tv homes
reached).
5. Top 50 markets. $21,890; top
100 markets, $29,605.
6. Daytime minute. 34% ; night
minute, 48%; 'fringe' minute,
80%.
7. I.D.. 50%; 30. 140%; 40,
175%.
8. Daytime, 22%; 12 weeks, 36%>.
9. Am. 3,704; fm, 975.
'0. (a). 13%; (b), 16%. ^
10
1
belong
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.
S55 FIFTH'AVE., NEW YORK 17
MURRAY HILL 7-8080
MINSIIK
16 april 1962
49
SPONSOR
WEEK
Advertisers
WRAP-UP
NBC TV sales
(Continued from page 7, col. 3)
Championship Game to Philip Mor-
ris (Burnett).
For the current season, Canada
Dry (J. M. Mathes) and P&G (B&B)
added a total of 29 nighttime min-
utes; Buick purchased all of the 8
July Open Golf Tournament; Lever
Bros. (JWT) purchased 60 minutes
in Shari Lewis and Quaker Oats, al-
so JWT, 3 minutes in the same show,
Whammo Manufacturing (Marlin) pur-
chased nine additional minutes in
Make Room for Daddy.
After reviewing seven agency pres-
entations, Goodyear has decided to
stick with its present agencies, Y&R
and Kudner.
Those making bids for the account
(domestic) were N. W. Ayer, Benton
& Bowles, Leo Burnett, Doyle Dane
Bernbach and JWT.
Y&R handles passenger car tire
advertising and Kudner handles all
other tires and general products.
Goodyear's threatened break with
Y&R had been over differences with
the agency's very top level manage-
ment. The account bills around $10
million at Y&R.
PETRY takes over the representation of KUTV, Salt Lake City, and
Intermountain Network I May; pictured, I to r, are Lynn Meyer, Inter-
mountain pres.; Martin Nierman, Petry exec. v. p.; Edward Petry; Ben
Holmes, Petry radio v. p.; George Hatch, Intermountain chairman
V J
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ml
■
L^
»K>» v^l
Wm. *
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— -~>^/~^ v»
SURGERY STUDY— WFAA-TV special events dir. John Davenport
(c), and cameraman Jim Goodwin probe action in a Dallas hospital
for 'The Silent Army,' documentary produced by WFAA-TV, Dallas
10th ANNIVERSARY of Esso's news and weather sponsorship o
WTOP-TV, Washington, is celebrated by v. p., gen. mgr. Georg'
Hartford (c), newsman Tony Sylvester (I), weatherman John Dougla
HELPING HAND of John Blair & Co. on radio clearances f
Flite Fax Service gets thanks from Eastern Air Lines pres. Malcol
Maclntyre, who congratulates Blair's Tucker Scott (I). Looking on a
WLS, Chicago, pres. Ralph Beaudin and general mgr. Gene Tayl
50
SPONSOR
16 APRIL 196
:l
(Goodyear's International division
is at McCann-Erickson.)
Acquisition: American Bakeries, with
headquarters in Chicago, takes over
Atlas Baking Co. of Richmond on
22 April through a purchase of as-
sets. Atlas distributes about $2 mil-
lion worth of products annually un-
der the trade name of "Mother Her-
bert."
Campaigns: Following up on last
year's successful portable hair dryer
promotion on the Jack Paar Show,
Dominion Electric Corp. has doubled
its tv advertising. Company is a
charter advertiser on the new To-
night Show, as well as participations
in the Today show. Three seasonal
promotions are planned for Mother's
Day, June Brides and Graduation.
Kudos: In recognition of their out-
standing cooperation to Radio Free
Europe Fund, The Northeastern Na-
tional Bank and The Globe Store got
certificates of appreciation from
Cecil Woodland, general manager of
WEJL, Scranton and Pennsylvania
Radio-tv chairman of RFE . . . Blue
Cross and Blue Shield were honored
by the AFA for "Diagnostic Count-
down," a medical documentary on
WBNS-TV, Columbus.
PEOPLE ON THE MOVE: Les Rossi
to advertising manager at S. A.
Schonbrunn, makers of Savarin,
Medaglia d'Oro, Brown Gold and Old
Dutch Coffees . . . Donald W. Kings-
ley, Jr. to the public relations de-
partment of Corn Products as man-
ager of internal communications . . .
Edward P. Ockenden to the newly-
created post of advertising and sales
promotion manager at Schick . . .
Edward L. Jones and Henry M. Tovar
to advertising managers for Hamil-
ton watches and Wallace Silver-
smiths, respectively at Hamilton
Watch Co. . . . William H. Collins to
advertising and market research
manager for Mobil Petroleum Co., a
subsidiary of Socony Mobil Oil.
MISSION MACARONI recipe contest on KOMO-TV, Seattle, paid
jff handsomely for Jenijoy LaBelle who won a $1,000 mink stole.
Catherine Wise, station home economist presents the prize with Mission
;xecs. Howard Sather (I), sales mgr., Paskey DeDomenico, pres.
ABOMINABLE SNOWMEN from KFRC, San Francisco, Stan Bohr-
man (I) and Bill Hickok (r) test out gear before the Squaw Valley
'Fun Olympics' for benefit of the International Ski Hall of Fame
SWITCHBOARD SIZZLED at WMCA, New York, where tax
experts from the United States Internal Revenue service kept a
constant vigil at the phones to advise listeners calling in with tax
return problems. The experts, assisted by two members from the
station's distaff side (standing), answered some 95 calls an hour
JONSOR
16 APRIL 1962
51
Agencies
Geyer. Morey, Madden & Ballard,
Los Angeles, has picked up some
$1.5 million worth of Max Factor
billings.
Several agencies were bidding for
the business but Geyer had this
edge: it recently hired former K&E
executive Howard M. Wilson to head
up creative services and Wilson
brought K&E's share of the cosmetic
account over to his new shop.
Westcoast Carson/ Roberts con-
tinues to participate in Factor's ad-
vertising.
Agency appointments: The regular
Common Carrier Conference of the
American Trucking Association to
Kuttner & Kuttner, Chicago . . . The
National Assn. of Mutual Insurance
Agents ($1 million) to C. Robert
Gruver Associates, Philadelphia.
Plans for the group's first national
advertising program include tv and
radio spot.
New agency: G-S Associates, opened
for business in Lynchburg, Va., with
Robert H. Gray as president and
treasurer.
New name: Galvin-Farris-Allvine, 30-
year-old agency, is now called Gal-
vin-Farris-Sanford. Fred D. Farris
moves up from executive v.p. to pres-
ident while Robert R. Sanford, v.p.
and board member of Potts-Wood-
bury, joined the firm as executive
v.p. and secretary . . . Gardner-Taylor
Advertising, Memphis, is now called
Gardner, Taylor & Thomas Advertis-
ing since the addition of David 0.
Thomas as a partner. Anna Jones
was also named media director . . .
Long-Haymes Advertising Agency of
Winston-Salem is now called Long,
Haymes & Carr and is now a corpora-
tion instead of, as formerly, a part-
nership.
New quarters: A. S. Black & Co. is
in newly constructed offices at 3915
Essex, Houston . . . The Ft. Worth
office of Glenn Advertising is now in
suite 615 of the Ft. Worth National
Bank Building . . . The Shaller-Rubin
Co. claims title as "top ad agency"
in the world since its move to the
78th floor of the Empire State Build-
ing in New York . . . The Rifkin Com-
pany, formerly Sherman Rifkin Ad-
vertising, has moved to new offices
at 760 North La Cienega Blvd., Los
Angeles.
Top brass: Jesse J. Haight from pres-
ident to chairman and Thomas R.
Cox, Jr., from executive vice presi-
dent to president at Wilson, Haight
& Welch . . . William F. X. Byrne to
the board of directors of Gardner
Advertising . . . John C. Lawton to
director and member of the execu-
tive committee of Adams & Keyes
. . . Kevin Kennedy, W. Lee Abbott
and L. Dickson Griffith to manage-
ment supervisors at Kenyon & Eck-
hardt.
New v.p.'s: Barbara Bender and Sam-
uel Abelow at Grey . . . Kenneth D.
Clapp at Charles F. Hutchinson . . .
Richard V Lombardi, radio-tv direc-
tor, at Hoag & Provandie . . . Richard
B. Stockton at Storm Advertising . . .
Edmund R. Dewing, Jr. at Harold
Cabot & Co. . . . Ronald J. Koeper
at Erwin Wasey, Ruthrauff & Ryan
. . . William K. Foster and John S.
Howard at Ted Bates. New assistant
v.p.'s are Paul Reardon, Conant Saw-
yer and Frank Thompson . . . Philip
R. Warner at BBDO . . . Leslie S.
Mather at Foote, Cone & Belding,
Chicago . . . Jack E, Rodwell at Rum-
rill Co. . . . Robert E. Field, Donald
F. Mahlmeister and Richard P. Mon-
ley at MacManus, John & Adams.
PEOPLE ON THE MOVE: John C. W.
Daly to Geyer, Morey, Madden & Bal-
lard as a member of the account
management group in Los Angeles
. . . Edward J. Smotzer to the crea-
tive staff of F&S&R, Pittsburgh . . .
Howard C. Schellenberg to radio-tv
director of Comstock & Co., replac-
ing Everett L. Thompson who re-
signed . . . Rodney D. Wicklund, ac-
count executive of N. W. Ayer, to
corporate ad manager for Fairmont
Foods . . . James 0. Beavers to radio-
tv supervisor on the Chevrolet ac-
count at Campbell-Ewald . . . Bar-
bara Michael and Dr. Sidney Bela-
noff to research project directors at
Doyle Dane Bernbach . . . John J. P.
Odell to account supervisor at Leo
Burnett . . . Dik W. Twedt to director I
of research and marketing service at |
BBDO, Chicago . . . Syd Cornell to I
manager of the radio-tv department
at Stockton.West.Burkhart ... Ce-
cilia Odziomek to supervisor of time|
buyers at Compton, Chicago . . .
Charles H. Keller to account execu-
tive at Zimmer, Keller & Calvert . . .
Gertrude B. Murphy has retired froml
full activities at Long Advertising!
but will retain her interest in thel
agency and continue as senior v.p.|
and radio/tv advisor.
Associations
Advertisers, agencies and media have,
been invited to nominate candidate:
to participate in AFA's Fourth An-
nual Harvard Seminar for Advancec
Management in advertising and mar-
keting.
Purpose of the Seminar: to ex-l
pose busy executives to actual busi-
ness situations for a better under-|
standing of the over-all marketing
function.
Chairman of the Seminar commit-lf
tee is W. Barry McCarthy (BBDO)J
Program will be held at the Harvarc
Graduate School of Business fror
15-27 July.
PEOPLE ON THE MOVE: Lewis
Shollenberger, director of special
events and news at ABC, Washing
ton, D. C, to the Board of Trusteed
of the National Academy of TV Artj
and Sciences . . . Harold B. Mont
gomery (Aitkin-Kynett) to chairmar
David B. Arnold (Gray & Rogers) td
vice chairman and James W. Robert
son (Erwin Wasey, R&R) to secretary
treasurer of the Philadelphia Counci
of the A.A.A.A.
TV Stations
A new tool for agency managemen
evaluation of tv markets is bein
prepared by ARB.
It's called "Market Digest" an
it's the core of a new Media Ma
agement Series of tv research dat
I Please turn to pa tie 62 I
52
SPONSOR
10 APRIL 1%
%
23 YEARS AGO ON WBNS RADIO
The busiest boxer of 1939 was Joe Louis. He
defended his title four times that year, each time
winning by a knockout. The news of each heavy-
weight championship bout was flashed to Central
Ohio by WBNS Radio.
While the boxing world was concerned with
fancy footwork, proper footwear was the main con-
cern of Evans & Schwartz, Inc. here in Columbus,
Ohio. From one small shoe shop, Evans & Schwartz
Downtown store and general
offices of Evans & Schwartz, Inc.
Today, WBNS Radio continues
to help Evans & Schwartz gain
a whopping portion of the
$94,557,000 apparel sales volume
made possible by our fashion-
conscious Central Ohio families.
has grown to incorporate five large footwear salons,
and since 1939 WBNS Radio has helped increase
sales every year. WBNS has carried spot schedules
for this sponsor for 276 consecutive months.
Like other local advertisers who have their feet
on the ground, Evans & Schwartz knows the profit
of having spots on the air, specifically on WBNS
Radio. A profitable practice for advertisers every-
where — ask John Blair.
WBNS
&
BLAIR
GROUP
PUN
MEMBER
COLUMBUS, OHIO
Represented by John Blair S: Company
7-COUNTY PULSE REPORT
KALAMAZOO-BATTLE CREEK AREA — SEPTEMBER, 1961
SHARE OF AUDIENCE — MONDAY-FRIDAY
6 A.M. - 12 NOON
12 NOON -6 P.M.
6 P.M. - 12 MIDNIGHT
WKZO
Station "B"
Station "C"
30
24
34
18
16
13
7
9
13
BUT... With WKZO Radio You'll Cover
The Face Of Greater Western Michigan!
In every one of 360 quarter - hours between 6 a.m.-
Midnight, Mon. thru Fri., WKZO outpulls all competitor
in Kalamazoo - Battle Creek and Greater Western
Michigan. (Pulse, Sept., 1961.)
The 1961 NCS Advance Listing credits WKZO with
reaching 40.4% more homes than all other Kalamazoo
stations combined.
Greater Western Michigan is a fast-growing market.
Kalamazoo alone is expected to outgrow all other U.S.
cities in personal income and retail sales between 1960
and 1965. (Sales Management Survey, June 10, 1960.)
Ask your Avery-Knpdel man for all the facts!
%The mustache of Masudiya Din of India measures 8Yi feel from lip to tip and is still growing.
9fie Sfety&i tftcdumb
WKZ0-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
WWTV — CADILLAC-TRAVERSE CITY
K0LN-TV — LINCOLN, NEBRASKA
WKZO
CBS RADIO FOR KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN
Ayery-Knodel, Inc., Exc/usive National Representative!
SPONSOR
16 APRIL 1961
What's happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
16 APRIL 1962
Copyright I9G2
SPONSOR
PUBLICATIONS INC.
An atmosphere of cordiality and compromise between members of the FCC
and the industry displayed at the NAB convention could be the most glaring ex-
ample of false and misleading advertising yet devised : Nothing at all has changed
from this same time last year.
FCC chairman Newton Minow donned a velvet glove, but the same old iron fist was still
inside. Other commissioners haven't changed their minds either. The trend is still to
tougher regulation.
There have been no license cancellations yet on pure programing grounds, though an
original license has been refused for failure of the applicant to ascertain community needs in
advance. The large number of short-term license renewals cannot, however, be easily over-
looked.
FCC intentions are still the same. The short-termers are in the nature of warnings and
the industry is expected to take heed. Those who fail to read the traffic signs will find
the FCC easing into license cancellation in place of short-term renewals after per-
haps a full three-year license period of these warnings.
FCC commissioner Rosel H. Hyde, main advocate of a government hands-off
policy with respect to station operation and programing, is disturbed about moves
to cut down the number of radio stations.
Hyde says that the only way stations can remain clear of government interference in mat-
ters he believes should be the sole concern of the stations is to steer equally clear of any pro-
tected monopoly position. He holds that if you want free enterprise, you must keep it free. As
long as the public has a wide choice of stations, offering different types of programs, he
believes, so long will it be possible to resist pressures for regulation of rates and pro-
graming.
Present chairman Newton Minow and former chairman Frederick Ford appear to be
very close together in their thinking. And that might be described as confused in comparison
with the very positive position taken by Hyde. Other commissioners don't appear to have
views even as well defined as Minow's and Ford's.
The two chairmen, past and present, both believe that the constantly multiplying num-
bers of radio stations is resulting in degradation of standards. But both are impressed with
Hyde's arguments about the effect which cutting off the opportunity to start new sta-
tions might have.
Nevertheless, there is every reason to believe that if the proposed meeting of broadcasters
with the FCC comes up with an idea for tighter engineering standards as a less direct
method of cutting down on the number of stations on the air, that a majority for this idea
could be built up among commission members.
Hyde firmly believes that if this happens the FCC will also go beyond current communi-
ty needs and promise vs. performance commitments to require balanced programing also.
This would go much farther into the field of program control, under the Hyde theory.
Control over the number of commercials, loudness or duration, is probably at
least as remote as action on the number of radio stations.
At present, the FCC does look at time devoted to commercials, but only in the context of
{Please turn to page 57)
3NSOR • 16 APRIL 1962
55
16 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
56
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
With the networks already loaded up with toy accounts for the fall it seems
that the quest for tv kid show adjacencies in spot will spin like a speeded-up merry*
go-round while the rest of the toy makers vie for placements.
One indication that getting advantageous tv spots might be as tough as plucking the lucky
gold ring on a carousel: one tv toy-time bidder has already begun lining up markets
for an October start date.
Bidder in question is Daisy Manufacturing Co. and the requests are for a fall I.D. cam-
paign on behalf of its Air Rifles handled out of D'Arcy St. Louis. Buyer is Harvey Diekroger.
Catapulted into the national spotlight by the emphasis on cholesterol and cal-
orie counts, several polyunsaturated products appear to be sprouting spot tv legs.
Of course, leaders in the vegatable oil-margarine field like Mazola (Corn Products) have
been active for a long time, but the significant development for spot is the emergence
of the smaller independents. Latest to join the unsaturated sweepstakes is a product
called Saffola, handled out of Garfield, Hoffman & Conner, San Francisco.
Saffola is going into selected markets (five so far) for eight weeks starting 28 April with
minutes and breaks, both day and night; the buyer is Frances Lindh.
Wheels started turning on several summer spot tv drives last week, with the
heftiest market line-ups coming from the mens' wear category.
Arrow and Phillips-Van Heusen are hauling their light-weight shirts across the tv screens
in 20 and 30 markets respectively. Other accounts with seasonal overtones activating include
Trane Co., air conditioners, the instant varieties of tea and coffee and, with an eye to populai
overdoses of picnic frankfurters, Rolaids and Pepto-Bismol.
For details of this and other spot activity of the past week see items below.
SPOT TV BUYS
Cluett, Peabody is planning a month-long campaign for Arrow Shirts. Some 20 markets wil
get schedules of fringe minutes and prime breaks. It starts 16 May and runs through 12 June
with the buying being done out of Lennen & Newell by Mary Jane Hoey.
Phillips-Van Heusen is in 30 markets for its men's shirts. Schedules will continue fo
seven weeks. Spots being used in this campaign: prime breaks and nighttime minutes. Agen
cy: Grey. Buyer: Jerry Rettig.
Norwich Pharmacal is active on behalf of Pepto-Bismol. A four-week flight starts 6 Ma-
and runs until 9 June. There are about 30 markets involved. Time segments: nighttim
breaks and minutes. Agency: Benton & Bowles. Buyer: Bob Wilson.
American Chicle will promote Rolaids Antacid in a nine-week campaign which kicks off o
the first of next month. The market list will number around eight and time segments will b
fringe and nighttime minutes. Agency: Ted Bates. Buyer: Marty Foody.
Thomas J. Lipton starts its summer push for instant tea on 6 May. It's a 19-week campaig
using schedules of prime and fringe I. D.'s in selected markets. Agency: Sullivan, StaunV
Col well & Bayles. Buyer: Nick Imbornone.
Corn Products is launching a new campaign in 15 markets for Nucoa margarine, via il
Best Foods division. Availability requests are for daytime and prime breaks, day and nigl
SPONSOR
• 16 APRIL 1
96
SPOT-SCOPE continued
minutes. It begins 30 April and will run from seven-12 weeks, depending on the market. Agen-
cy: Dancer-Fitzgerald-Sample. Buyer: Jim Moore.
Nestle is buying for Nescafe in addition to the placements for Decaf coffee reported here last
week. This begins early in May and runs through June in selected markets. Time segments:
prime breaks and fringe minutes. The agency for Nescafe is William Esty and the buyer is
Phil McGibbon.
General Foods is running schedules in selected markets for Instant Maxwell House. The flight
continues through the end of this month. Time segments : prime I.D.'s, breaks and minutes.
Agency: Benton & Bowles. Buyer: Grace Porterfield.
Trane Company will start on the sixth of May on behalf of its air conditioning equipment.
The campaign is scheduled for eight weeks in selected markets, with eight lined up so far.
Requests are for prime and fringe night minutes. Agency: Campbell-Mithun. Buyer: Mary Paul.
American Home Products, Boyle-Midway division, launched a 13-week campaign for Sani-
Flush in six markets. Schedules are day and night minutes. Agency: Ted Bates. Buyer: Tom
Clancey.
Standard Brands kicks off in Mid-May for Tender Leaf Tea. It's a 17-week campaign in
limited markets, using prime breaks and minutes. Agency: J. Walter Thompson. Buyer: Dick
Macaluso.
Ivory soap schedules start this month and run through the P&G contract year. About 25
markets are set for fringe 60's. Agency: Compton. Buyer: Noel Becker.
SPOT RADIO BUYS
GMAC is going in 15 June for 16 weeks with its usual summertime runs. Schedules will be
bought on 130 pre-selected stations, one station per market, using mostly five-minute news-
and-public service announcements. Frequency: 10 per weekend. Stations in the top 10 or 12
markets will get weekend minutes, 20 per weekend. Agency: Campbell-Ewald, New York.
Buyer: Rena Mayer.
Mennen is planning a campaign in the top 50 for its Spray Deodorant. Minutes will be placed
in drive time periods, to start in May for 13 weeks. Buyer: Joe Hudak. Agency: Warwick &
Legler, New York.
Liggett & Myers Brandon cigarettes is buying another eight-week run in west coast and New
England markets. Drive-time minutes are being firmed up for a 14 May start. Agency: Wm.
Esty, New York. Buyer: Jack Fennell.
Hills Bros. Coffee is kicking off a radio campaign in western markets this month, in addi-
tion to the tv schedules reported here last week. Day and drive time minutes will run for three
weeks. Agency: N. W. Ayer, Philadelphia. Buyer: Charlie Ventura.
WASHINGTON WEEK (Continued from page 55)
whether an applicant has broken his promises on this score. Despite Minow convention remarks,
the FCC shows no disposition to go deeper in this field, at least for the present.
While the Commission apparently firmly believes that a promise made to secure a license
gives it carte blanche to consider such matters if the promise isn't kept, a majority still
tends to the belief that the percentage of time devoted to commercials and their
frequency come under the heading of programing practices.
While this could change, the matter is not getting anything like priority attention, and the
Minow speech doesn't mean anything will be done in the foreseeable future.
PONSOR • 16 APRIL 1962 57
A round-up of trade talk,
trends and tips for admt
SPONSOR HEARS
16 APRIL 1962
Cwyrliht 1962
SPONSOR
PUBLICATIONS INC.
Look for one of the more publicized copy-oriented agencies to lose its toiletries
account principally because of a series of differences with the client over copy
themes.
The agency president's consistent stance with the account: our judgment on copy has
withstood the test of time and you can take it or leave it.
Watch for the soap giants to veer their product expansion more and more to-
ward high-profit items.
The basic reason is simply this: mounting distribution costs of the tonnage brands has
tended to narrow the per package profit to a disturbing point.
One of the tv network's system for screening pilots of next season's schedule
is causing a burn among sundry agency people.
This network's tactic is to tell the inquiring agency : let us know what your budget is
and then we'll set up a screening.
One agency's plaint: the network put us through four postponements before an op-
portunity was afforded for a look at a couple of designated pilots.
There's random agency complaint about the Four A's-endorsed SRA promul-
gated system for standardizing the shipment of film commercials to tv stations.
Under that system the films are not directed to any one's attention but simply addressed
to the operations desk.
The theory, say the dissenting agencies, is fine, but in practice the scheme doesn't work
out just right because of these two factors:
1 ) Quite a number of stations have downtown offices and apparently the films are
often delivered there instead of out to where things originate on the air.
2) A goodly percentage of the "operations desks" are not acknowledging re-
ceipt of films.
Embarrassment may be the word for one of the toprung agencies which sud-
denly discovered that it had bought the wrong kind of computing machine.
What it had figured on was one of those electronic calculators that can scan data and
give out with a sequence of possibilities but what it acquired was a mechanical book-
keeping operation.
The result: the lineal programing jobs have to be farmed out to outside com-
puter organizations.
The breeding of Black Angus cattle as a sideline is getting to be quite a thing
in the ranks of admen and others involved in air media.
Among those deeply immersed in building up Black Angus herds both as an investment
and hobby are McCann-Erickson's Marion Harper, Jr., Blair's Ed Shurick and Henry
I. Christal, who heads the rep firm of the same name.
58
SPONSOR • 16 APRIL 1962
01
MORE KANSANS VIEW KTVH THAN ANY OTHER KANSAS TV*
KANSAS IS A
MARKET
INDUSTRY AGRICULTURE
OIL
CATTLE
Diversified economy brings stability to the rich Central Kansas market with an esti-
mated $1,500,000,000 effective buying power . . . more than 290,000 TV families, all
within the BIG COVERAGE of KTVH. And most important - these 290,000 families are
Kansas families, viewing TV programmed for Kansans. KTVH dominates the hub of this
rich Central Kansas area - WICHITA, HUTCHINSON, plus coverage over 13 other
important communities with 100% unduplicated CBS programming. To sell Kansas . . .
buy KTVH !
KTVH
THE WICHITA-HUTCHINSON STATION
* Nielsen, February 1961
SPONSOR • 16 APRIL 1962
BLAIR TELEVISION ASSOCIATES
National Representatives
KANSAS
59
V
. ' I
60
SPONSOR • 16 APRIL 1%2
they don't all
crumble
the same...
* *
IttfiUkv
Media budgets are like cook-
ies. No two break alike. Nor
should they. Every client prob-
lem demands a different solu-
tion. And it's your problem to
be sure that your client is get-
ting the whole cooky for his
money, not just the crumbs.
Often a switch in media can
make the difference. If you've
been in print, you'll like the
way Outdoor stands up there
alone— with nobody else's mes-
sage competing. If you've been
in TV, you'll appreciate the
breathing space Outdoor gives
your message — and the low
cost (compare Outdoor's 36
cents per thousand with prime
TV's $4.00) ! Outdoor actually
reaches more people, more
oiten at lower cost than most
primary media. Your client's
story, bigger than life, in full
color, is still selling prospec-
tive customers just three min-
utes away from the cash reg-
ister. Outdoor is the marketer's
medium. So, before you start
planning next year's budget,
be sure to call your Outdoor
advertising representative or
your nearest plant operator.
OUTDOOR A-ADVERTISING
sponsor • 16 APRIL 1962
61
WRAP-UP
{Continued from page 52)
geared to the upper-echelon of the
agency shop.
Some features: tv household
counts by states and counties from
the January 1962 ARB estimates;
station and market rankings by vari-
ous criteria; individual market in-
formation, including coverage data;
total retail sales based on the latest
available Sales Management figures
for both the metro and total "mar-
keting area."
Financial report: As part of its finan-
cial report, Capital Cities' Broadcast-
ing announced the acquisition of
New York Subways Advertising Co.,
to be operated by CC's associates in
the venture, O'Ryan & Batchelder.
Other news: 1961 earnings were
$1,088,197 vs. $800,285 in 1960. Sales
increased from $8,421,321 in '60 to
$11,803,781, and per share earnings
rose from 70 cents to 93 cents.
Ideas at work: WSOC-TV Charlotte,
will award the $1,000 scholarship
which it won from the Thomas Alva
Edison Foundation to an outstand-
ing high school senior in the area.
Happy birthday: to WSOC-TV, Char-
lotte, which celebrates its fifth year
on the air 28 April.
PEOPLE ON THE MOVE: Robert L.
Meyer to promotion-publicity direc-
tor for WISN-TV, Milwaukee . . . John
Bunham to account executive at
WJXT, Jacksonville . . . William R.
Murdoch to director of sales serv-
ices of KSL-TV, Salt Lake City . . .
Phil Cowan to vice president, public
relations for Metropolitan Broadcast-
ing .. . David Binder and Winston
L. Kirby to account executives at
WJRZ, Newark . . . Fred L. Vance to
general manager of Alvarado Tele-
vision Co. . . . John W. Davidson to
account executive with WTVJ, Miami
. . . James Fletcher and John Bar-
nard to the sales staff of WLBW-TV,
Miami . . . John J. Laux and Fred
Weber to vice presidents of the ra-
dio-tv division of United Printers
and Publishers . . . Anne Sylvester
62
to public relations coordinator for
WRC-TV, Washington, D. C.
Radio Stations
The first in what will probably be a
string of kudos for LeRoy Collins,
who took an aggressive stance to-
ward the FCC at the NAB conven-
tion, has come from the Missouri
Broadcasters Assn. in the form of a
resolution.
The resolution lauded his "strong,
positive, and enlightened leader-
ship" as a major factor "in inspiring
the self-discipline that will deter
unwarranted governmental control
and interference."
Ideas at work: A $1,000 cash prize
was given a lucky listener during
the inaugural period of KTHT, the
new station in Houston which calls
itself "Demand Radio 79" . . . The
WINS, New York listener who sent
in the best new way to use NOXON
Metal Polish won a food freezer
filled with $500 in "cold cash" . . .
Hardwick, the morning personality
on KVI, Seattle, offered listeners
copies of "Hardwick's Coloring
Book" and the five winners of the
contest will accompany Hardwick to
Hawaii on 4 May . . . WIND, Chicago
initiated its new "Nice Things Hap-
pen to People Who Listen to WIND"
promotion with a courtesy parking
day. By arrangement with the village
of Elmwood Park, station personnel
covered parking meters with promo-
tional lids and paid for all meters
during the busy shopping day.
Kudos: John F. Pival, president of
WXYZ, Inc., got the annual "Man and
Boy Award" of the Boys' Clubs of
Detroit . . . John E. Fetzer, promi-
nent broadcasting executive and
president of the Detroit Tigers base-
ball team, won Muzak's Golden Ear
Award for 1961 . . . WGBS, Miami
won a Freedoms Foundation Award
for its series of public service spots
on the meaning of Constitution
Week . . . Lloyd E. Yoder, NBC v.p.
and general manager of WNBQ-
WNAQ, Chicago, received the Chi-
cago Business Men's Orchestra an-
nual award for "distinguished con-
tributions to music."
PEOPLE ON THE MOVE: Len Horns-
by to west coast division manager
for Community Club Awards . . .
Richard L. Gravel to managing direc-
tor of WTAG (FM) and Herman H.
Kramer to sales manager of WTAG
(AM), Worcester, Mass. . . . Michaer
DeLany to sales representative for
KGO, San Francisco . . . Neal Per-
lich to account executive at WMIN,
St. Paul . . . Edward J. Peters to as-
sistant manager of radio for WMBD
(AM & FM), Peoria ... Leo V. Collins
to advertising-promotion director for
WXYZ, Detroit.
Fm
la
Latest step in what seems to be a
trend among fm stations is the band
ing together of five outlets to form
The New England FM Group.
The group is for sales only and, as
each station will continue to pro
gram individually, it does not con-
stitute a network. They will be sold
as a package, however, with no sales
except group sales.
Stations involved: WGHF, Brook
field, Conn.; WBMI, Meriden, Conn.;
WKOX, Framingham, Mass.; WPFM
Providence, R. I.; and WMTW (FM),
Portland, Me.
Networks
vl).
:%
One striking indication that the pro
verbial "Golden Age" of live tv dram;
is definitely a thing of the past anc
not likely to rear its creative heai
in the foreseeable future is a pro
posed action by the Directors Guih
of America.
At an emergency membershi
meeting tonight (16), the DGA wi
consider a change in the ConstitL
tion and By-Laws which would dro
from membership all live tv dire
tors.
The expulsion, if approved by
written vote of majority, would als
include state managers, associat
directors and program assistan'
now being serviced through the Eas
ern Regional Board of the DGA. !eP'«
?c
sea
on
fcthe
PVsi
The
Wlin
•I
::srt
SPONSOR
16 APRIL 19
'
ABC TV has won the latest race for
a primary affiliate in a two station
market.
Station in question is KATC-TV,
Lafayette, La., which goes on the
iair approximately 1 September. The
other station, KLFY-TV, is in the
3BS stable.
Sales: NBC TV sold two thirds of the
25 April "Bob Hope Show" to Beech-
Nut (Y&R) ... the All-America Game
pn 29 June to Phillips Petro'eum
Lambert & Feasley), Carter Products
SSC&B) and Bristol-Myers (DCS&S)
. . ABC TV sold an alternate half
pour of "Hawaiian Eye" to Colgate
Bates) for the fall . . . Gillette and
3ristol-Myers bought into ABC TV's
;ummer edition of "Wide World of
>ports."
ralent note: CBS Radio and TV has
enewed Arthur Godfrey for another
ear. The tv angle: he'll do three
■pedals during the 1962-63 season.
:inancial report: AB-PT declared the
econd quarterly dividend of 25
lents per share on the outstanding
ommon stock, payable 15 June to
idders of record on 18 May.
Representatives
very-Knodel is getting in some
uick plugs for its station in South-
western Louisiana before it loses its
ionopoly in that tv market.
1 The firm reps KLFY-TV, Lafayette,
a a long time the only tv station
n the wealthy petroleum-gas-mining-
'arming area.
A qualitative and quantitative
tudy on the market which docu-
lents the coverage of KLFY-TV (a
3S affiliate) is being circulated by
-K which will have a competitor in
afayette come 1 September when
ATC-TV signs on the air.
P.S. The new station will join the
BC TV lineup.
ep appointments: KQV, Pittsburgh
) Robert E. Eastman for national
ales, effective 1 May ... WHIZ (AM-
M & TV), Zanesville, to Ohio Sta-
ons Representatives for Ohio sales.
Kudos: Frieda Anderson, secretary to
Donald C. Peterson who manages the
Des Moines office of H-R Television,
was elected secretary of the local
advertising club.
Film
The Ziv-UA sales force is going into
the field today (16) with an all-out
campaign to sell its syndication
leader for the fall, "The Story of . . ."
Sales prior to this drive number
around 25 but Ziv-UA is touting one
in particular: Marine Trust Co. of
Western New York (BBDO) bought
the show on WBEN, Buffalo for a
firm 52 weeks.
Financial report: ABC Films reports
that the first quarter of the year is
almost 50% ahead of the similar
period a year ago, with a good deal
of the increase in the Canadian and
Foreign divisions. Most active prop-
erty overseas is "Ben Casey," cur-
rently in 14 countries.
Sales: ITC's "Jeff's Collie" to Ideal
Toy Corp. (Grey) for 11 markets, rais-
ing the total markets to 117 .. .
Seven Arts' volume threo of po:t-
1950 Warner Bros, features to six
more stations, raising total markets
on that group to 34 . . . Sales status
of MCA TV's recently-released off-
network series now stands at 40
markets for "Dragnet," 11 for "Fron-
tier Circus" and 26 for "Thriller"
. . . UAA's post-1948 UA features (32)
to KMBC-TV, Kansas City. Lease
covers the A-OK group, currently in
75 markets . . . Seven Arts Boston
Symphony Orchestra Specials (13) to
WTRF-TV, Wheeling, KFSA-TV, Ft.
Smith, and KOLO-TV, Reno. SA also
sold 131 post-50 features and 11
special features to WSAU-TV, Wau-
sau, Wis. . . . Screen Gems' post-48
Columbia pictures to WTAR-TV, Nor-
folk, raising the market total to 73.
New properties: "Gadabout Gaddis —
The Flying Fisherman," a new series
of half-hour programs, being distrib-
uted by Gadabout-Gaddis Produc-
tions . . . "Cain's Hundred," just re-
leased by MGM-TV for syndication
and sold to three Metropolitan
Broadcasting stations . . . Banner
Films has acquired the world-wide
distribution rights to the Collier
Young series, "Crime and Punish-
ment." First sales are to KTLA, Los
Angeles, WFAA, Dallas, WNEW, New
York, WTTG, Washington, WTTV, In-
dianapolis, KOVR, Sacramento and
WTVH, Peoria . . . MCA TV will syn-
dicate 70 full-hour episodes of
"Checkmate," now on CBS TV . . .
Cinema-Vue Corp. is distributing the
Pathe Educational Films.
Diversification: Screen Gems and
Telesistema Mexicano, S.A. have
jointly purchased a half interest in
Estudios Gravason, major film dub-
bing firm in Sao Paulo, Brazil.
Production agreement: Filmways and
Magnum Photos, international co-
operative picture agency, have
formed an affiliation for tv film pro-
duction, with Magnum assigned di-
rectorial and editorial capacities for
specific productions.
NEW ORLEANS'
ONLY STATION
WITH MOVIES
EVERY NITE!
BUY
IT!
Represented nationally by Katz
WWL-TV
©NEW ORLEANS
'
'ONSOR
16 april 1962
63
PEOPLE ON THE MOVE:
Bert Herbert to research manager
at Buena Vista syndication division
. . . Howard M. Lloyd to western
division manager for ABC Films
. . . Harry M. Pimstein to vice
president and general counsel of
Pathe News . . . Ted Swift to head
of the northeastern territory for Uni-
versal Entertainment Corp. . . . Philip
Nicolaides to promotion and sales
development manager of Videotape
Productions of New York . . . Law-
rence E. Madison to director of the
industrial and documentary film di-
vision of Filmways . . . Steve Krantz
to head of international division
sales at Screen Gems . . . Ray Junkin
to general manager of Screen Gems
(Canada) Ltd. . . . Frederick L. Gilson
to manager of the CBS Films office
in St. Louis, to be replaced in At-
lanta by Jack Waldrep . . . Horace
W. "Buddy" Ray to operations man-
ager of Storer Programs, Inc. . . .
Bernard Tabakin to president of
NTA . . . Leonard I. Kornblum to
vice president and treasurer at ITC
. . . Bradley L. Gould to account ex-
ecutive for the Cellomatic division
of Screen Gems . . . Charles Barclay
and Robert F. Briody to vice presi-
dents at Raymond Scott Enterprises,
producers of musical and electronic
commercials . . . Milton P. Kayle has
resigned as v.p. in charge of busi-
ness and legal affairs for ITC to join
VIP Radio as executive v.p. . . . Mil-
ton Rogin and Thomas Howell to
vice presidents of the Cellomatic di-
vision of Screen Gems . . . Robert
B. Morin to v.p. and general sales
manager of Allied Artists Tv . . .
John Shaw to president of Mobile
Video Tapes . . . Herman Keld to
sales coordinator for MGM-TV.
Station Transactions
Leon S. Walton of Monroe, La. has
increased his radio station proper-
ties to five with the purchase of
WAPX, Montgomery.
The station went for $105,000 and
the seller was Ralph W. Allgood.
Walton also owns KMBL, Monroe,
KJET, Beaumont, Tex., KCIJ, Shreve-
port, and WNOO, Chattanooga.
Broker was Blackburn.
Public Service
The National Safety Council has
doled out its non-competitive Pub-
lic Interest Award which annually
honors exceptional service to safety
by mass communication.
A record of 657 awards were made
for 1961 and the broadcasting in-
dustry fared very well in the dis-
tribution of honors: 243 radio and
69 tv stations, six radio networks (na-
tional and regional) and one tv net-
our client* are our
best advertisements
In negotiating for broadcast properties, the reputation of a
broker is your best protection. Hundreds of satisfied Blackburn
clients provide eloquent proof of the reliability of our service.
No lists are sent out; each sale is handled individually.
Our knowledge of the market protects you from the
hazards of negotiating on your own.
J31_jAX^IijBTJxvJ^J & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
lames W. Blackburn
lack V. Harvey
Joseph M. Sitrick
RCA Building
FEderal 3-9270
H. W. Cassill
William B. Ryan
Hub (ackson
333 N. Michigan Ave.
Chicago, Illinois
Fln.mcial 6-6460
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Hcaley Bldg.
lAckson 5-1576
BEVERLY- HILLS
Colin M. Selph
Calif. Bank Bldg.
9441 Wilshire Blvd.
Beverly Hills. Calif.
CRestview 4-2770
work were recognized by the Coun-
cil.
Public Service in Action: WTOA (FM),
Trenton has initiated a weekly series
of programs in cooperation with the tl
FTC called "Advertising Alert," toll
inform the public of false advertis-
ing claims . . . The "Columbia Lec-ii
tures in International Studies," this
year's educational tv project pre-l|
sented by Metropolitan Broadcasting
and Columbia U., will be syndicated
to stations by Banner Films . . .;]
t\ series of WROW, Albany, features i
which trace the development of New
York State have been endorsed as
teaching aids by the states' division i
of educational communications . . .;|
WSAZ-TV, Huntington-Charleston is
devoting a 15-minute segment of the
"Good Morning Show" to interviews
with lawyers on points of interest to
the general viewing public . . . WRCV-
TV, Philadelphia is urging viewers to
"Do Something This Weekend" by
promoting the city's scientific, his-
torical and cultural museums.
Kudos: The Public Relations Ad-
visory Committee of the California
Teachers Assn. has selected KABC
as the only Los Angeles radio sta
tion to receive its Annual Communi-
cations Award for outstanding con
tribution to promoting a bettei
understanding of public educatior
during 1961 . . . WBBM, Chicago, go
a National Conference of Christian;
and Jews Certificate of recognitior
award for its "Spectrum" series o
religious programs . . . WIL receivec
special recognition for its efforts ir
the 1961-62 Greater St. Louis Unitec
Fund campaign . . . WCAU-TV go
the Public Service award of th<
Philadelphia County Council of th<
Jewish War Veterans for "The Amei
ican Image" . . . Taft Broadcastin
exec. v.p. L. H. Rogers, II got th
"Americanism" award from the Harr
ilton County Council of the Amer
can Legion in Cincinnati . . . WFBIV
TV, Indianapolis won the Annua
Award for outstanding service to Ir
diana Electronic Service Technician
. . . WPRO-TV, Providence won
Freedoms Foundation Honor Cei
tificate. ^
64
SPONSOR
• 16 APRIL 1%
".)
f,
series
t"
cats
f Na
s.
3P
)ftl
JStl
AH
•
;
O TOGETHER LIKE A
TRAM
PAPW
A and B year by yea
GO TOGETHER
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 horr
viewing, in net weekly circulation.
BUT . . . FOR THREE YEARS RUNNING, THE THREE TV STATIONS IN THE SMALLER MARKE
BOUGHT MORE TRADE PAPER ADVERTISING THAN THE THREE IN THE LARGER ONE. TODAY, TH
SMALLER MARKET HAS ROUGHLY $1,000,000 MORE IN NATIONAL SPOT THAN ITS BIGGEj k
BROTHER. k
Isolated case? Not at all. It happens all over the country just too frequently to be called a coincidencf
*7a
3*ILU0N
(*V Above fxr*nu .
L IKE A
(creased National Spot and Trade Paper Advertising seem to go together like a horse and carriage
;id apparently, even in broadcasting, "you can't have one without the other."
Lur own station may be in one of the two markets above. We'd be glad to give you all the facts, in
prson, any time at all.
SPONSOR
555 FIFTH AVENUE, NEW YORK 17
niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiim
WHAT ARE
YOUR
PHOTO
REQUIREMENTS?
!l:!!!l[mi!!llli!l!lllll!!!!ll!lll!ll!ll!lll!!!llllllllllllinilllllimill!llllllll
HADIBUTKNOWN"
w.
hen we show a prospective client
just a few samples of our publicity
photography, he more-than-likely ex-
claims, "Hadibutknownl" This puzzles
us for a moment but then he con-
tinues, nodding with approval. "Such
fine photos," he says, "such fair rates
("did you say only $22.50 for 3 pic-
tures, $6 each after that?') — and such
wonderful service ('one-hour delivery,
you say?') — why, had I but known
about you I would have called you
long ago." Well, next thing he does is
set our name down (like Abou Ben
Adhem's) to lead all the rest of the
photographers on his list. Soon, of
course, he calls us for an assignment
and from there on in he gets top
grade photos and we have another
satisfied account. (Here are a few of
them: Association of National Adver-
tisers — Advertising Federation of
America — Bristol-Myers Co. — S.
Hurok — Lord & Taylor — New York
Philharmonic — Seeing Eye — Visit-
ing Nurse Service of New York.) Why
don't you call now and have our rep-
resentative show you a few samples
of our work?
BAKALAR-COSMO
PHOTOGRAPHERS
111 W. 56th St., N.Y.C. 19
212 CI 6-3476
nun
I
■-
9i
— <i
James Conley has moved up to executiv
vice president and general manager of ABl
TV National Station Sales, succeedin
Theodore Shaker who is the new presiden
of the unit and also president of the t
o&o's. Conley 's been vice president an
general sales manager since last Noven
ber. He joined ABC from WCAU-T\
Philadelphia, where he was general sal
Previously, he had been with CBS TV Spo
manager since 1958.
Sales and was national sales manager of WISH-TV, Indianapoli
Channing M. Hadlock has been ap-
pointed vice president and director of radio
and tv of Chirurg & Cairns. Hadlock joined
James Thomas Chirurg in 1959. prior to
the merger with Anderson & Cairns. Be-
fore that he was vice president and tv-radio
director with Rose-Martin Advertising.
Earlier he was an account executive with
Qualitv Bakers Advertising and producer
at Cunningham & Walsh. Other posts included Parents' Magazine
public relations director and press news editor with \1>(
t
re]
Geno Cioe, veteran of the station
field, has been named head of the Detroi
office of H-R Television, Inc.. H-R Repr
sentatives. Cioe has been national sal
manager of Knorr Broadcasting Corp
for the past two years. Prior to his tenur
at Knorr, Cioe was a senior account mai
with Headley Reed in Chicago. He
headed up sales development for the Hea<
ley Reed organization in New York A native of Chicago, Cio
attended Louisiana State University.
n
Mori Creiner has been appointed station
manager for KMBC-TV, Metropolitan
Broadcasting's outlet in Kansas City. Grein-
er joined KMBC-TV in 1953, when the
station went on the air. He moves up
to station manager from his former post
as program manager. He first began his
career in lr)16 with WHB. Kansas City as
editor of Swing magazine. He also served
as promotion manager and client service manager. Between 1950-195.
he was copy director and account executive at Rogers and Smitl
68
SPONSOR
16 APRIL 196!
—
frank talk to buyers of
air media facilities
The seller's viewpoint
latus symbols today have changed from monetary success to cultural in-
vests. Jack G. Thayer, vice-president and general manager of WHK, Cleve-
nd, Ohio has used this knowledge in a "Silent Sell'" approach which has
lid off in increased sales from advertisers and agencies. The new approach
nters around trade advertising — not novel in itself. But "how we use it,
ul how we merchandise it, represent a sharp departure from accepted prac-
es." Thayer began his broadcasting career in 1942 in Rapid City, S. Dak.
fterivards he was a radio personality, salesman, and station manager.
''Silent Sell" could make industry noise
How do you capture the flavor of a broadcasting sta-
ll hundreds of miles from the buying centers of ad-
vising?
This problem faces most radio and tv station manage-
i nt. In many cases, it's resolved through airchecks,
(anple programing, flip-card presentations, voluminous
* rds describing day-to-day station activity (its relation-
lip to the community, its personalities, its news coverage,
(i sound ) .
There's another approach, often overlooked, which has
vnderful possibilities. Call it the "Silent Sell."
In our efforts to gain new business, we spend most
c the time on the immediate sale. We're occupied with
llgets that are already available and usually allocated
lour own medium. The big question is will it go to
ID' station or another in the market?
I Ve should, however, spend some time, effort and
flpey — on the "Silent Sell." This requires long-range
p nning and execution — never an easy chore when you
foe the day-to-day sale as the first and most important
<D,er of business.
[Tour best approach is to look for a new avenue of ex-
p ^sion. Program schedules, rating books and rate cards
B vitally important, but the "extra something" or "Silent
must come through another avenue.
\ e know that the client and/or agency doesn't have
fcs to pour over lots of words, or visit each market for
n -hand information.
\ >ur new approach centers around trade advertising . . .
•rch certainly isn't a novel technique. But how we use
k it ind how we merchandise it to the trade, represent a
| si p departure from accepted practice.
' 'e knew there was tremendous and growing interest
in ulture, shared by people in advertising. Status symbols
to iv have shifted from automobile, home and swimming
pool to music, ballet, travel, theater, foreign films . . . and
original art. With this in mind, we commissioned Tomi
Ungerer, a well-known humor illustrator, to develop a
series of ads on "The Art of Listening." Here was a man
who has written and illustrated numerous children's books,
and contributed to magazines such as Esquire, Show,
Holiday and Sports Illustrated.
We believed Tomi would be ideal for this assignment
Tomi's message was direct and colorful. It demanded
attention and contained tongue-in-cheek humor. There
was also an abundance of subtle selling power.
Reaction was so good that we ran a second series of
trade ads centered around the theme "Earresistible ' (a
word coined by Tomi). We tried to impress our prospects
with our "sound" approach to entertainment, service and
sales know-how.
We then began to get requests for Tomi's art creations.
At this point, we decided to prepare a "Tomi" portfolio
which consisted of the last six ad illustrations handsomely
mounted in an art portfolio, with each drawing suitable
for framing. In a short introductory paragraph, we ex-
plained our reasons for issuing the portfolio. No direct
sell was made for the station. Our hope was that this
artistic approach would give pleasure, act as a conversa-
tion piece and, most of all, have remembrance value.
In the past few months, our "Silent Sell" has paid off
in increased sales from advertisers and agencies. Manv
people who noted our unique Tomi Ungerer trade ads have
We believe radio stations must always be receptive to
new approaches, in meeting old problems. Although the
artist's paint brush, electronic sound and trade advertising
may appear far moved from each other, the union of
the three provided a new dimension of effectiveness for us.
Perhaps sometime you'll think about how a "Silent Sell"
can give individualitv to your radio or tv station. ^
SI \SOR
16 april 1962
69
SPONSOR
Enlightened self-interest
h appears likely that this session of Congress may enact
the All-channel set legislation proposed b> Congressman Oren
Hani- and his House Interstate \ Foreign Commerce Com-
mittee. II tlii- happen- all televisioD sets sold in the U. S.
will be equipped to receive any "v" or "u" channel within
the viewing area. And thus one of the chief barriers to uhf
statu- as a first das- citizen — the ability of all receivers in an
area to view the "u" station — will be gradually eliminated.
There i- little opposition to such legislation. The President,
important element- of Congress, the FCC. the largest of the
sel manufacturers (RCA, Zenith, and GE), the NARDA
(dealer-" appliance assn. ) as well as most broadcasters favor
the television set capable of bringing in all 12 vhf and 70
uhf channels. Only the Electronics Industries Association is
officially opposed.
Much credit for this amazing degree of unanimity must go
to the Association of Maximum Service Telecasters (AMST),
one of the most remarkable organizations in any industry,
which attracted 220 delegates representing practically all of
it- 160 member stations to its meeting just prior to the NAB
Convention. Quietly and efficiently, AMST has for years pur-
sued a course described by a leading broadcast figure as
"enlightened self interest." Since many of the nation's lead-
ing vhf stations belong to AMST, "enlightened self interest"
might have meant an assault on "u" stations. But since 1959
AMST has vigorously fought for the all-channel set. Earlier
it pressed to remove the excise tax on "u" sets. Currently it
i- expending $100,000 to research the ability of the govern-
ment experimental uhf station in New York to cover its area.
\MST hopes to improve uhf*.- opportunities and help it enjoy
a better commercial status.
Much credit for setting an enlightened policy and an ener-
getic follow -through goes to Jack Harris, head of KPRC-TV.
Houston, who has served as president since its inception and
Lester W. Lindow, AMST executive director. And we've
noted through the years that Board Members (who include
many of the best-known broadcasters) drop whatever they're
doing and come running whenever there's AMST work. ^
70
lO SECOND SPOTS
Language: Abe Burrows, co-authoi
of "How to Succeed in Business \\ illi
out Realh Trying" and regular gues
mi WBC's I'M show, was listening t<
Bergan Evans' comments about Noal
Webster. "Webster,' said Evans, "ha<
an amazing command of the language
Audiences were spellbound b) In
master) of words. His English wa
just perfect." "Mine would he too,
interrupted Burrow-, "'if I wrote ni
own dictionary."
After dinner speaking: After Mot
Sahl had paralyzed a banquet aud
ence, Adlai Stevenson, who wa j
scheduled to follow him. stood u '
and said: "Gentlemen, I was in th
lobby before, talking to Mr. Sahl. an
lie confessed to me that he didn't ha\
a speech for tonight's occasion,
graciously gave him my speech. S
you have just heard it."
Yankee reasoning: A New Yoi
media director who summers on Fii
Island got a phone call during tl
heavy storms several weeks ago fro
one of the island's Yankee-type n 1
tives.
"The storm's hitting the islai
pretty hard." he was told, "and
looks like your house is going
blow away."
"My rotten luck!" said the med
man. "Is there am thing I can do': )
"Well," the caller said, "I thoug j
you might want to put more insi
ance on the house."
Education: Interviewed by the i
quiring photographer of a New \<*
newspaper, a baseball fan sai
"Watching tv is very educational,
used to take me 10 minutes to sha>
Now I do it between innings."
Showbiz: An unemployed televisi
actor applied for a job last week
be a giant bunny in a midtown "\
Vuk department store during l
Easter season. He told the pei -
man that he had experience worki
two seasons as both a bunny and>
Santa Claus in the largest departnio
store in Brooklyn. The person
man said. "Well, that would be I
for an off-Broadway store, but '
want Broadway experience."
SPONSOR
16 APRIL I!
ZT3
IMPETUS
A little extra effort is offered to all
advertisers using WOC-TV. A knowledge-
able sales-coordinating staff works with
all the elements of the marketing struc-
ture to insure the success of the advertis-
ing campaign. Consistent program pro-
motions, merchandising information to
retail outlets, and personal contacts
with reps, brokers and direct salesmen.
A 2 billion dollar retail market merits
attention, and it gets it willingly from
WOC-TV.
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!
WO€
TV0
Exclusive National Representatives — Peters, Griffin, Woodward, Inc.
DAVENPORT, IOWA
THE QUINT CITIES / DAVENPORT.* BETTENDORF • ROCK ISLAND • MOLINE • EAST MOLINE
ON CHANNEL 10
IN ROCHESTER, J
THE ODDS
ARE ALL IN j
YOUR FAVOR! j
No need to tell you that market selection and time-buying are an uncertain, tricky busi-
ness. But in Rochester (New York) you have these good facts working for you, reducing the
risks to a minimum:
1. The highest per capita income in Up-State New York; and the
second highest in the entire state.
2. The lowest unemployment index in the entire state.
3. The highest percentage of home ownership in the state, and
15% above the national average.
4. Economic stability free of violent up and down cycles.
And when you select WHEC-TY as your TV vehicle, you're assured: (1) A full dollar's
worth on the dollar invested. No "cheating" on time. No triple spotting. Clean produc-
tion, guaranteed, or your money back. (2) Audience respect, earned by WIIEC-TV through
careful, skillful station devotion to local as well as network programming.
Buy Rochester— buy WHEC-TV— and rest assured your client's money is soundly invested
at a minimum risk.
WHEC-TV
/Ffl&7W
Television, Inc
RECEIVED
23 APRIL 1962
40c a copy / $8 a year
KEC GENERAL U3RARV
SPONSOR
HE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
'Defenders' dilemma
— pull-out by sponsors
dramatizes issue of ad-
vertiser influence on
programing p 29
ABC's man of mystery
— frank portrait of
a seldom-interviewed
chief of staff, Simon
B. Siegel p 38
II
u^tiUfu?
•••
m
. . . signal the celebration, as WHB begins its
second 40 years of responsible service to the Kansas City area
40 years old this month, and still innovating.
That's the story of WHB with its new concepts
of news, service, entertainment. The past 8 of
those 40 years have been marked by a domi-
nance that has become a byword in United
States radio. If you want to dominate Kansas
City, buy WHB. Talk to Blair, or v.p. and
general manager George W. Armstrong.
WHB £
kc. 10,000 watts, Kansas City ^^
BLAIR
GROUP
PLAN
MEMBER
affiliated with: KXOK St. Louis • KOMA Oklahoma City • WDGY Mpls.-St. Paul • WTIX New Orleans
WHB, KXOK. KOMA, WDGY. WQAM REPRESENTED BY JOHN BLAIR & CO. WTIX REPRESENTED BY ROBERT EASTMAN
WQAM Miami
"Charlotte's WSOC-TV...
an important factor in this market"
-Jim Ware, McCann-Erickson
Station follow through with respect to scheduling and merchandising
is something that gives advertisers a refreshing new feeling. It's a
trait we practice with zest at WSOC-TV. Team it with our good pro-
gramming and you come up with a performance that gives everybody
a lively lift. Put a special zing into your next Carolina schedule . . .
put it on WSOC-TV. A great area station of the nation.
WSOC-TV
CHARLOTTE 9-NBC and ABC. Represented by HR
WSOC and WSOC-TV are associated with WSB and WSB-TV, Atlanta, WHIO and WHIO-TV, Dayton
J-
to cover Michiganl
Even Nancy Ann Fleming ( Miss America ,'61 ) needs a
dancing partner to complete the picture. . .and to complete
your Michigan coverage you need WJIM-TV, covering
Michigan's 2nd TV market. . .that rich industrial outstate
area made up of LANSING- FLINT -JACKSON and
20 populous cities. . .3,000.000 potential customers
. . .821,000 TV homes ( ARB November, "61). . .served
exclusively by WJIM-TV for over IO years.
WJIM-TV
BASIC
Strategically located to exclusively serve LANSING . . . FLINT. . . JACKSON
Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA
SPONSOR • 23 APRIL 1962
^oe Flop's
S
OF
*V
r
CBS • ABC
Com'mon Mar'ket
1. In Europe, a union of contiguous
nations formed to promote natural
distribution flow and reduce trade
harriers. 2. In the U.S., the 103
counties popularly known as KELO-
LAND, tied together by natural dis
t tiliut ion flow and by a remarkable,
single communications system
(KELO-LAND TV) which matches
that natural distribution How.
Only one television medium ad-
vertises the things you sell
throughout the Sioux Falls-103
County "common market."
That television medium is
KELO-LAND TV. To be lured
into diverting your time "buys"
to stations in next-door mar-
kets is to leave your wares un-
told and unsold within vast
KELO-LAM) itself.
kelQland
KELO-tv SIOUX FALLS; and interconnected
KDLO-tv and KPLO-tv
JOE FLOYD, Pres. • Evans Nord, Eecutivc Vice
Prcs. & Cen. Mgr. • Larry Bentson, Vice-Pres.
€b
Represented nationally by H-R
In Minneapolis by Wayne Evans
li'l/'H'l-
Midcontinenl
Broadcasting Group
Kl LO I.AND/tv & radio Sioux
TUN, S.D.-, WLOL/am, fm
Minneapolis-St. Paul;
A KOW/am & tv Madison,
'.'. i- .; KSO Des Moines
j Vol I". Vo, 17 • 23 APRIL 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
'Defenders' perplexes industry
29 Withdrawal Iron, 28 ^pril telecast b> Lever, B&W, Kimberly-( lark am-
plifies the unclear issues of propriety, net autonomy, sponsor influence
Nets see bright fall season
32 Three networks report large amount of prim,- time -old for coming sea-
son. CBS lead- with °-2', sold; NBC next with 85rr, and ABC 70% gone
What radio execs think of NAB conventions
36 Keystone affiliates, surveyed in Chicago, were impressed by Minow, radio
presentations, but thought many sessions droned on, disliked labor talks
Portrait of a mystery man
38 NBC"- Simon B. Siegel is unquestionably one of the most influential
men in the broadcasting business, yet he remains a "man nobody knows"
Media savvy boosts Manoff
40 Bj winning the Fels account, the Richard K. Manoff agency has stepped
into competition with big time agencies — the facts behind Manoff's rise
British steal a march on us
43 Report on the birth of a new selling medium tells how BOAC entertains
jet passengers with music — and sells spot announcements to advertisers
NEWS: Sponsor- Week 7, Sponsor-Scope 21, Tv Results 49. Washington
Week 57, Spot-Scope 58, Sponsor Hears 60, Sponsor- Week Wrap-Up 64. Tv |
and Radio Newsmakers 70
DEPARTMENTS: Commercial Commentary 13, 555/5th 16.'
Timebuyer's Corner 44, Seller's Viewpoint 71, Sponsor Speaks 72, Ten-Second
Spots 72
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;\
senior editor, Jo Ranson; Chicago manager, Gwen Smart; assistant nen
editor, Heyward Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup
Ruth S. Frank, Jane Pollak; contributing editor, Jack Ansell; columnist, Joe
Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial re-
search, Carole Ferster; special projects editor, David Wisely.
Advertising: assistant sales manager, WUlard L. Dougherty; southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spongier; western;
manager, George G. Dietrich, Jr.; production manager, Leonice K. Mertt.l
Circulation: circulation manager, Jack Rayman; Sandra Abramowitz^
Lillian Berkof, John J. Kelly, Lydia Martinez.
Administrative: business manager, Cecil Barrie; George Becker, Mi
chael Crocco, Jo Ganci, Syd Guttman, Judith Lyons, Charles Nash, Lenon
Roland, Manuela Santalla, Irene Sulzbach.
~~r " .:: :::":::":
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
2-6528. Los Angeles Office: 6915 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40e\ Printed U.S.A. Published weekly. 2nd clas!
postage paid at Baltimore, Md.
SPONSOR
23 APRIL 1962
Our head's above the clouds. . ,
. and the view is better than ever! Our giant new
1,549 ft. tower, sixth tallest structure in the
world, gives kovr 37% more Television homes
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in both our Sacramento and Stockton studios.
superior promotion : Massive, continuing on-
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You're on solid ground when you buy kovr for
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C. GLOVER DELANEY.V. P. & GENERAL MANAGER
YEAR AFTER YEAR, AFTER YEAR, AFTER YEARS
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SPONSOR • 23 APRIL 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
23 April 1962
SPONSOR-WEEK
CBS TV AFFIL PAYCUT
Affiliates board gets word of $4 mil. proposed cut
and time reclassifications; pay cut to be about 6%
Los Angeles:
CBS TV last week broke the news
to its Affiliates Board as to what the
network wanted CBS TV stations to
give up in network revenue and at
first glance it figures somewhere in
the neighborhood of $4 million.
The one-day meeting, which a net-
work official described a "very pleas-
ant session," brought forth this pur-
ported proposal:
1) As far as affiliates' revenue was
concerned the afternoon was to be
reclassified from C to D rate.
2) The stations would waive any
income margins accruing from ad-
vertiser discounts, which in sub-
stance would mean they'd be com-
pensated on the base of the end
rate.
Here's how the $4-million loss to
stations in afternoon compensation
is calculated: multiplying by 30%
the difference in accumulative bill-
ings with the application of the D
rate instead of the C rate.
Apply the $4 million to the total
share paid affiliates in 1961 (around
$66 million) and the ratio loss to
affiliates comes out to slightly over
6%.
The gathering here was primarily
for the purpose of giving the CBS
TV Affiliates board a preview of the
proposition that the network plans
to submit at the general affiliates
meeting in New York 3-4 May at the
Waldorf-Astoria.
Incidentally, it is further calcu-
lated that of the $4 million about
$800,000 will be the portion yielded
by the CBS TV o&o's.
In submitting the plan for revised
affiliates' afternoon compensation
CBS TV took the tack that by agree-
ing to share in the network's loss
on its daytime operations the sta-
tions would accomplish something
of long-range interest.
This is the second step taken by
CBS TV within a year to reduce affil-
iate compensation. The other in-
volved a similar switch from D to C
time, that of the morning schedule.
The before noon revenue readjust-
ment was coincidental with CBS
(Continued on page 10, col. 2)
PETKER SUIT SETTLED;
Y&R TO PAY $125,000
The $16 million anti-trust suit
brought last January by Al Petker
on behalf of his A. P. Management
Corp. against Y&R and 15 station
reps was reportedly settled last
week.
In exchange for payment of be-
tween $120-125 thousands by Y&R
on behalf of all defendants, the suit
has been dropped.
Some of the reps ignored the suit.
Others who hired legal aid for it
are now said to be out about $4-
5,000 each.
The suit arose from a meeting at
Y&R 11 December said to have in-
volved illegal restraint of Petker's
exchange plan.
CBS, NBC report
record 1st qtrs.
A record first quarter in CBS
history was reported to the
stockholders in Los Angeles last
week. Said chairman William
S. Paley, "I am delighted to be
able to report that CBS has just
completed the best first quarter
in its 34-year history."
Increased sales and profits
for the network and o&o's were
listed.
AB-PT meanwhile reported a
first quarter decline of net op-
erating profit from $3.4 million
in 1961 to $3.0 million this
year.
NBC TV— like CBS— didn't
give any figures but reported all
time highs in first quarter sales
and earnings.
Net o&o's before
Chicago FCC hearing
Chicago:
Chicagoans who expected fire-
works in the FCC's hearings came
away disappointedly with nothing
more than a fizzle to recount as the
stations had their turn to testify last
week.
The testimony by Lloyd Yoder,
Clark George, and Sterling Quinlan,
representing the respective NBC,
CBS, and ABC o&o's, was bland,
mild, and innocuous — in its total
effect.
At one point FCC Commissioner
Robert E. Lee, presiding, warned
Clark George, v.p. and general man-
ager of WBBM-TV, that the length
(Continued on page 10, col. 2)
sponsor • 23 APRIL 1962
SPONSOR- WEEK /23 April 1962
MARX TO HEAD NEW
ABC ENGINEERS UNIT
ABC has formed a new division,
ABC Engineers. Frank Marx, who
was v.p. in charge of engineering,
has been elected president of the
new unit.
The new unit will bear on all
branches of ABC, "including tv, ra-
dio, films, theatres, records, publish-
ing, and our international activities,"
said Simon B. Siegel, executive v.p.
of parent company AB-PT.
Marx joined ABC in 1943 as direc-
tor of general
engineering,
became v.p.
in charge in
1948, and v.p.
in charge of
engineering
for ABC in
1952. He also
Frank Marx serves as en-
gineering consultant to USIA and
was a member of the NTSC which
created color standards.
TAC meetings set for
20-21 August, Chicago
TAC will analyze local public af-
fairs programming in a meeting of
programing representatives of sub-
scriber and producer stations 20-21
August in Chicago.
A steering committee of Stan
Cohen, WDSU-TV, New Orleans; Roy
Smith, WLAC-TV, Nashville, and Rob-
ert Weisberg, TAC, will draw up the
agenda for the meetings.
It is expected that the meeting
will result in the formation of a na-
tional association of program direc-
tors.
Some subjects probably to be dis-
cussed at the meetings will include:
how to determine local community
needs, what happens when the FCC
visits a community, producing local
public affairs shows, how commu-
nities benefit from public affairs pro-
grams, and sponsorship problems re-
garding public affairs programs.
Fm stereo in
rapid growth
By mid-April 81 fin stations
had converted to stereo and
were broadcasting an average of
66 hours a week, reported EI A
last week.
About 70 million people, or
10' i of the nation's population,
are said to be within the range
of these broadcasts.
There are at least 20 manu-
facturers now delivering fm
stereo equipment.
Fm stereo broadcasting offi-
cially began in June 1961. By
fall 1962 it is expected that
about 300 fm stations will be
transmitting in stereo.
'SALADA' TO REPLACE
S-S-H COMBINATION
Salada Foods, Inc., will be the
new name for Salada-Sherriff-Horsey,
Inc. Grant Horsey, president, said
that the old name did not describe
the product line accurately. Salada
Tea is one of the company's major
products.
J. William Horsey Corp. was cre-
ated in 1946 to process citrus fruits,
merging with Shirriff's Ltd. of Can-
ada, producer of jellies, desserts,
and flavorings, in 1955, to form the
Shirriff-Horsey Corp. Two years later
the company purchased the Salada
Tea Company and assumed the
three-part name it is. now dropping.
Speidel to sponsor
'Defenders' episode
Speidel (McCann-Marschalk) will
fully sponsor "The Benefactors,"
an episode of The Defenders, 28
April. The previous sponsors of the
episode dropped out when they
learned that the hour deals with
abortion.
Speidel will continue as an alter-
nate-week half-hour sponsor in the
fall.
I
Two Balaban stations
to Eastman; WRIT will
affiliate with ABC Radio
Two Balaban radio stations in
Texas, KBOX, Dallas, and KXOL, Ft.
Worth, announced last week the ap-
pointment of Robert E. Eastman, sta-
tion representatives.
The two stations were charter
members of the Eastman list, but
left in 1960. Their return gives East-
man all four Balaban radio stations.
The two others are WIL, St. Louis,
and WRIT, Milwaukee.
WRIT, said to be the first major
radio station to be fully automated,
will replace WISN as the ABC Radio
affiliate in Milwaukee on or before
6 August.
The station is owned by Radio
Milwaukee, Inc., a part of Balaban
Stations.
(Continued on page 64, col. 1)
Hall denies KLAC, LA,
is to be sold to WBC
Los Angeles:
Mortimer W. Hall, president of Hall
Broadcasting Corp., admitted that he
had talked to Donald H. McGannon,
president of WBC, last week, but he
termed the meeting a social visit of
a long time personal friend and
categorically denied that he was sell-
ing station KLAC, Los Angeles, to
WBC. (See SPONSOR-WEEK, 16
April.)
Said Hall, "KLAC is definitely not
for sale — quite to the contrary, Hall
Broadcasting has future plans for
purchases itself in various other
markets."
Hall referred to his statement of
last November, made when Bob
Forward was appointed executive v.p.
and general manager of the station,
that the station was no longer for
sale and had been taken off the
market."
Earlier WBC had an option to buy
for $4.5 million which expired be-
(Continued on page 10, col. 1)
8
SPONSOR
23 april 1962
a statement of
WWLP & WRLP
SPRINGFIELD — MASS. — GREENFIELD
(Television in Western New England)
by William L. Putnam
i
SPONSOR
23 april 1962
We take great pride in calling to your
attention that the 1962 McCall's Golden Mike Award
winner for service to the community is the
best known lady in our home town, and the first lady
of New England broadcasting, our girl Kitty.
We are deeply grateful to have this
added indication of what we have long maintained —
that true and intensive local service is
the broadcaster's most important function. Often
such devotion is its own reward and
only rarely do these things come to the attention of
those who do not reside in our community.
We, however, have never hesitated to have our
record examined, and one of the brightest spots in
that record is weekdays from 1:00-2:00 PM.
Represented nationally by HOLLINGBERY
SP0NS0R-WEEK/23 April 1962
■ - -. '...- - ,
FENNER TO MW&S
AS V.P. AND A/E
Robert M. Fenner has joined Mo-
gul Williams & Saylor as v. p. and
account supervisor on Griffin shoe
polish.
The account was assigned by
Boyle-Midway division of American
Home Products to the agency earlier
this month.
Fenner was marketing brands su-
pervisor and brand manager of
Chesebrough-Pond's, responsible for
Vaseline hair
tonic, Pertus-
sin products
and Seaforth
toiletries. He
was previous-
ly group ad-
vertising man-
ager at Vick
Robert M. Fenner Chemical Co.,
assistant v. p. for product manage-
ment at Coty, Inc., and new product
manager at Colgate-Palmolive.
CMB seminars end series
Dr. Herbert W. Robinson last week
forecast new profit opportunities in
the 1960s for agencies and media
through the use of computers.
Robinson, president of CEIR, spoke
at the last of a series of CMB semi-
nars. (It was reported incorrectly in
SPONSOR-WEEK, 16 April, that
CEIR was presenting the seminars.)
KLAC
(Continued from page 8, col. 3)
fore the FCC acted on the trans-
action.
Hall said that since November the
stat'on had invested heavily in pro-
motion advertising, talent, and staff.
Meanwhile, in New York, WBC was
completing negotiations to acquire
WINS, which would be its seventh
radio station. Purchase price is re-
portedly almost exactly $10 million.
10
CBS TV PLAN
(Continued from page 7, col. 2)
TV's conversion of the morning pric-
ing to a commercial minute concept.
It will be recalled that at last
year's meeting of NBC TV affiliates
Robert Sarnoff was emphatic in his
premise that affiliate income was
quite out of line with network profits
and that a more equitable form of
distribution, less favorable to sta-
tions, was in order. It can be as-
sumed NBC TV will have something
concrete to propose to its affiliates
along these lines after the CBS TV
affiliates have endorsed their own
compensation cutback.
CHICAGO FCC
(Continued from page 7, col. 3)
of his testimony (the transcript was
115 pages) was driving him "into the
arms of Morpheus."
While Lee displayed a remarkable
sense of humor throughout, very few
of the 99 original witnesses were
curious enough to come back. One
or two were seen in the courtroom.
Each of the three o&o managers
insisted he had local autonomy to
make decisions but relied on New
York higher-ups for advice, sugges-
tions, or approval. Of the three
Quinlan, perhaps, made the most
vivid case, saying of WBKB-TV, we
are "iconoclastic, individualistic, in-
digenous."
Quinlan, calling FCC Chairman
Mi now "the great tree-shaker," cred-
ited Minow's efforts for attracting a.
sponsor to his station, Community
Builders, which will spend $100,000
on a series of local public affairs
documentaries.
Each of the general managers
seemed to express resentment at the
lost time and effort required to pre-
pare exhibits and presentations for
the FCC hearings. Quinlan noted
that preparations had held up some
public affairs shows by over a month.
AMA ELECTS OFFICERS
FOR JULY 1963
Chicago:
William R. Davidson has been!
elected president of the Americanl
Marketing Association for the year
beginning 1 July 1963. He is profes-|
sor of business organization at Ohic
State University. He will serve as
president-elect for one year.
Vice presidents elected included!
Joseph W. Newman of Stanford Uni-I
versify, Robert James Lavidge of E\\
rick & Lavidge. Sidney R. Bernstein!
of Advertising Publications, and EdJ
ward R. Bartley of B. F. Goodrich.^
They will serve as vice-presidents-n
elect until taking office in July 1963. 1
Miss Margaret L. Reid of Mon-i
santo Chemical was re-elected secre-||
tary-treasurer and will begin her
term July 1962.
The following were elected to thel
board of directors and will begin!
their service in July 1962: Perry Blissl
of the Univ. of Buffalo, John Macklin'
Rathmell of Cornell University, Syn-
dor V. Reiss of Graybar Electric, Al-i
fred N. Watson of U. S. Rubber,
James L. Chapman of Detroit Edi-
son, Charles J. Tobin of Oscar Mayer.j
Melvin S. Hattwick of Continental!
Oil, J. R. Jones of Southern Serv-l
ices, Gerald E. Brown of Safeway!
Stores, Ralph C. Hook, Jr., of Ari-I
zona State University, and David S.[
Catton of Foster Advertising.
Collins Hails
White House Study
NAB president LeRoy Collins last;
week commended the White House|
Commission on Campaign Costs for
recommending a suspension duringl
the 1964 campaign of the "equalj
time" provision of the Communica-
tions Act.
Collins noted that industry and
commission agreed that "there is no
need to require the industry to pro-
vide free time to candidates."
lore SPONSOR-WEEK continued on page 64
_^
who buys the most?
young adults
buy the most !
young adults buy the
most cigarettes... and most
of almost everything
Young adults (under 50) buy 66% of all tobacco
products. This means that when you buy young adult
ABC Radio, you're buying cigarette advertising
geared to the market that buys most of what you sell.
That's because two years ago ABC Radio recognized
the potent economic force inherent in your young
adult market and did something about it. ABC Radio
consistently programs for young adults; promotes
Source: Life Magazine Study of Consumer Expenditures
ABC RADIO O
to young adults; presents to the cigarette adve
(and virtually every other advertiser) the most
pelling new "reason why" for network radic
young adults with Flair, Sports, The Breakfast
News and Special Events on ABC Radio. Reme
when it comes to tobacco products, young
always buy the most. Your ABC Radio sales repr
tative will be glad to give you the young adult
FIRST WITH YOUNG ADULTS
by John E. McMillin
Commercial
commentary
Appointment in Milwaukee
This week Thursday (26 April) Ernie Jones
and I will be at Marquette University in Mil-
waukee, attempting to defend the honor of the
ad business against a couple of hotshot college
professors.
Ernie, of course, is president of MacManus,
John and Adams, and an articulate, hard-hitting
advocate if there ever was one.
Our adversaries, however, are so loaded with academic creden-
tials, so drenched in genuine egghead accomplishments, that I've
been wondering whether two benighted, misbegotten admen can even
make a fight of it.
Paul Weiss, professor of philosophy at Yale, is an internationally
known scholar, teacher and consultant on educational projects,
whose works have been translated into Hebrew, Greek, Italian, Span-
ish, Portugese and Japanese.
Ernest van den Haag, professor of social philosophy at N.Y.U.
and lecturer at the New School for Social Research, has contributed
articles on education, psychoanalysis, and religion to a formidable
list of learned American, British, French, and Italian publications.
Ernie Jones and I — well, we've written a couple of ads.
The occasion for this unequal confrontation is Marquette's Fifth
Annual Advertising and Marketing Conference, held by the Univer-
sity's colleges of Marketing, Journalism and Speech, in co-operation
with the Milwaukee Ad Club, and other business organizations.
The subject this year is a dilly,- "The responsibilities of advertis-
ing people to business and society," and Professor C. Brooks Smee-
ton, chairman of the Conference, has thoughtfully sent me a sheaf of
anti-advertising attacks including Arnold Toynbee's blast against
Madison Avenue, as stern examples of the kind of deep, dark, knotty
ethical problems we shall be expected to deal with.
I'm sure that Ernie and I will do our best (we will represent "the
practioners of advertising" while Professors Weiss and van den
Haag will speak majestically for "the consumer and society.")
It should be a thrilling, action-packed exchange, to say the least.
But please, please pray for us.
Let's not be anti-intellectual
Our Milwaukee ordeal will take place, ironically enough, on the
'very day when the 4As, in a closed session of its spring meeting at
White Sulphur Springs, will be discussing what, if anything, to do
with its "thought leader" public relations program.
You may recall that last year at the Greenbrier, the 4As split
wide open over a proposed $130,000 p.r. campaign, prepared by Hill
iSi Knowlton and already approved by the 4A Board of Directors.
Its agency members, led by such rebels as Art Tatham of Tatham-
{ Please turn to page 54)
Sales Management
Survey of Buying Power— 1961
WRVA-RAD10
50,000 Watts AM, 1140 KC
200,000 Watts FM, 94.5 MC
Richmond, Virginia
National Representative:
PETERS, GRIFFIN, WOODWARD, INC.
SPONSOR
23 APRIL 1962
13
JOEY AND PERRY AND ANYONE FOR GOLF?/ AN EARLY MORNING TALK WITH A STATESMAN/A LO<N
THIS IS NB • "
One of a series of advertisements which reflects the balance, scope and diversity of NBC's program service.
THE PROBLEMS FACING TODAY'S WOMEN/AND MEANWHILE, BACK AT THE RANCH
JGEST SINGLE SOURCE OF NEWS, INFORMATION AND ENTERTAINMENT IN THE FREE WORLD
555 5
Burnett's NAB suite
^ our reporting on the traffic, or rath-
er lack of it. in the Leo Burnett agen-
cy's hospitality [Sponsor-Week, 9
April | suite leaves me somewhat per-
plexed.
During the N VB Convention I had
the pleasure of visiting this suite.
meeting with Tom Wright and his
most gracious staff, and enjoying
typical Burnett hospitality. Had I
am complaint — and I have none — it
would he that the rooms were a bit
small for the number of people visit-
ing them. But the friendship, cour-
tesy and hospitality more than over-
came the shortage of floor space.
Knowing the value of editorial
space in sponsor. 1 question that
such an item really rated an opening
l>aj:e box. Or could I be wrong on
both counts?
J. J. "Chick" Kelly
dir. of advertising
and promotion
Storer Broadcasting
Miami
Thank you for your thoughtful note. You must
have hit the Burnett suite at the peak of the
traffic hour. According to our information, and
we had a considerable amount of comment to
back us up, a good many people wanted to
visit the Burnett suite, but didn't know where
to find it.
Even though the suite was carried in the
NAB issue, there was no prepublicity, which
seems to be part of the trouble. (See "Spon-
sor Speaks'' page 72, for additional com-
ments.)
Double billing
As one of the leading spokesmen for
our radio/tv industry. I feel sure you
KFMB RADIO lets you reach out,
into a four county primary area
where, according to Pulse, more
adults listen to KFMB than any
other station. Bonus audience
in four additional counties, too!
KFMB
RADIO
SAN DIEGO
In Television: WGR-TV Buffalo Represented by |n Radio: KFMB & KFMB-FM San
■ WDAF-TV Kansas C.ty • KFMB-TV / N/ "V \ _. .amio • uyn.t cu K
(id-«'<j|*»ur*Ic» tn<) Dago • WDAF & WDAF-FM Kansas
San D.eoo • KERO-TV Bakarstield V" ./V'yVV
. .77^... City • WGR & WGR-FM Buffalo
n
will want to take the lead in combat-
ing "double billing."
As you know. FCC has cracked
down hard, and rightfully so.
However, mark m\ words, this is
the type competition we maj expect
from our newspaper friends. They
will hill the large advertiser at his
lower lineage rate, hut thev will hill
co-op portions of that ad. at the one
time, or smaller lineage rate.
I say the onlv wa\ the government
or advertising industrv can combat
this is to insist co-op advertising he
hilled at same rate as advertiser hi
self enjov s.
\\ alter H. Stamper, Jr
Chattanooga
Letters on our letters
^our "Open letter to Chairm
Minow," 2 April issue is excellent,
I certainl) hope he reads it and
then thinks seriously about everj
thing in it.
And. in its way. your "Open let- | -)t
ter to Governor Collins" is ju-t i-
good.
Both should be helpful to an in
dustry that needs help of this kind. <
Chester MacCraeken
dir. of radio and p
Remington Advtg.
Springfield, Mass.
WNEP-TV Scranton-Wilhas Barre
380 MADISON AVENUE • NEW YORK 1 7. NEW YORK
Diseases again
Just a quick note to say thank> foi
the very fine spread you gave to oui
Media Maladies contest ["SchizorataJ
phobia anyone?" 26 March]. Tb
article was certainly well written. an<
I hope proved to be of interesl !■
your general readership. Also oui
thanks to the writer.
Roger B. Read
Taft Broadcasting
Cincinnati
An advertising education
\n important aspect in adverti-iiu
is education. Knowing that stonsoi
especiallv is interested in the futuri
of this field we want your reader- t'
know of the 12th annual "Inside \<l
veilisim: Week." April 22-27. in New
York.
Sixteen major advertising compari
ies will be on hand to host the .<'
seniors from colleges throughout tht
U.S.
R. Steele Sherrat
Advertising Club
Neiv York
16
SPONSOR
23 april 196^
New
on Detroit's WJBK-TV
PREMIUM MOVIES
PRIME
EVENING TIME
rhursdays, 7 to 9 p.m.
jO-Second Announcements Now
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.ooking for prime 60's with a selling punch? Here they are,
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ep now for first choice of the avails.
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DETROIT
^TITLES AND STARS LIKE THESE,
CHOSEN AND TIMED FOR
FAMILY VIEWING
STRANGERS ON A TRAIN, 1951
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THE SEARCHERS, 1956
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PRINCE OF FOXES, 1949
Tyrone Power, Orson Welles
THE WHIRLPOOL, 1949
Gene Tierney, Jose Ferrer
PINKY, 1949
Jeanne Crain, William Lundigan
ALL ABOUT EVE, 1950
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THE BLUE DAHLIA, 1946
Alan Ladd, Veronica Lake
VIVA ZAPATA, 1952
Marlon Brando, Jean Peters
THE CRIMSON PIRATE, 1952
Burt Lancaster
A STAR IS BORN, 1955
Judy Garland, James Mason
COME FILL THE CUP, 1951
James Cagney, Phyllis Thaxter
TEA FOR TWO, 1950
Doris Day, Gordon MacRae
THE DAMNED DON'T CRY, 1950
Joan Crawford, Steve Cochran
THE BIG LIFT, 1950
Montgomery Clift, Paul Douglas -
HOUSE OF STRANGERS, 1949
Susan Hayward, Edward G. Robinson
LOS ANGELES
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"Run Silent, Run Deep" (25.8*)
runs off with Sunday Night
Witness for the Prosecution 10 Seconds to Hell
Not As A Stranger The Wonderful Country
The Pride and the Passion Shake Hands with the Devil Johnny Concho
J9K
The Indian Fighter
Marty
Pork Chop Hill
Men In War
Man of the West
Moby Dick
The Kcntuckian
...and look what's coming on "Hollywood Special"!
Movies are better than ever In point of Nielsen fact, coming schedule should leave nc
...on ABC-TV. it made ABC the top-rated Net- doubt as to this line-up's abilit;
Kicking off "Hollywood work on Sunday night, with a to score in similar fashion 01
Special'' Run Silent, Run Deep 23.2 average* A higher rating forthcoming Sunday nights,
grabbed itself a 25.8 average than any night on any other Movies, anyone?
rating,* outrating every program network. * pp TW
from 8:30 to 10:30 on Nets Y&Z. A glance, above, at the up- ADV/"I V
♦Source: Nielsen 24 Market TV Report, Average Audience, Monday thru Sunday, 7:30-1 1 PM., week ending April 8, 1962.
.J
Interpretation and commentary
on most significant tv /radio
and marketing news of the week
SPONSOR -SCOPE
23 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Next to important account switches, what advertising people perhaps like to
read most about are new products which are testmarketing. Here's a collection of
them.
1) P&G via its Charman Paper Co. is moving into the disposable diaper sweep-
stakes, competing directly with J&J's Chux and indirectly with International Latex and
Kleinert. Scott Paper also has one in the making.
2) Boyer Labs, of Chicago, which turns out H-A hair arranger, is taking a stab at
the deodorant market through Halt and the aftershave field via Hark. Allan Marin is
the agency and the testing is mainly in the southwest.
3) DuPont is out with a new bleach, with BBDO steering the market tests. This could
become a hefty budget operation late in the year.
4) Proctor appliances (Weiss & Geller) has on the marketing board a midget elec-
tric clothes drier (it takes three pounds of wetwash and is most handy for apartments) .
5) Armstrong Cork (BBDO), whose new floorwax, One Step, seems to be spreading
from the east, has stirred this speculation among competitors: will it market the product
through floorcovering stores or will it bid for the supermarket shelf along side the pack-
aging of S. C. Johnson, Simoniz, Aerowax, Continental, etc.
BBDO seems to be having a rough time getting the air media data it wants to
feed into its linear programing computer.
Latest obstruction the agency has encountered: the refusal of tv stations to supply,
per request, the engineer's logs for any sample week, preferably the middle of March.
Responded the stations : our policy is never to issue stats of our logs. Some stations
did advise BBDO that they'd consent to a look at the logs on the scene, but the agency
told SPONSOR-SCOPE that for obvious reasons this wasn't what it wanted.
P.S. : Rep firms' research directors next week will get an insight into what
BBDO is up to at a coffee-and-donut session to which they've collectively been in-
vited. Meantime the stations and reps are asking themselves where's the money coming
from to pay for all that socio-economic data that BBDO wants to collect for pro-
graming the computer?
NBC TV has beaten both ABC TV and CBS TV to the punch in trying to make a
buck out of the fall elections.
The package price NBC TV quoted to agencies last week was $900,000, with the returns
coverage starting at 7 p.m. and running to 3 or 4 a.m.
Orders will be accepted for a third of the package at $300,000.
The selling theme: whatwith the governorship races in California, Ohio and New York and
possible upsets in certain key Congressional tilts it should make for an exceptionally exciting
midterm election.
Not every product category was hotsy-totsy in the tv realm during 1961.
One area where in particular it wasn't so : the automotive af termarket, such as tires,
batteries, accessories, anti-freezes, etc.
Here's how tv fared from that aftermarket in 1961 as compared with the previous years:
in 1961 the gross billings were $13,650,000, where in '60 the tally — both estimates
are from TvB— was $15,405,000.
SPONSOR • 23 APRIL 1962
21
SPONSOR-SCOPE continued
Taft Broadcasting didn't intend it that way but the group's announcement that
it would delay ABC TV's 10 p.m. programs for 10 minutes of news Monday through
Saturday has had the effect of throwing a scare into some of the agencies involved.
Where these agencies are worried : the possibility of this move becoming a trend.
One agency, which is top heavy in minute participations, referred to the announce-
ment involving WKRC-TV, Cincinnati, as "critical news." What it meant was the
deferred starting time for such shows as Ben Casey, Naked City, the Untouchables and
possibly 77 Sunset Strip (which starts at 9:30 in the fall) would give the network competi-
tion a likely rating advantage. (Cincinnati sets in use at 10 p.m., 61%; at 11 p.m., 41%.)
The new WKRC-TV policy takes effect 21 May, with the strip billed as Dateline
Cincinnati. Eliminated altogether are Gillette's Saturday Night Fights.
Lever's Stripe toothpaste (JWT) has latched onto an appeal whose neglect has
puzzled the dentifrice field ever since the product was put on the market: the tv
kid audience.
The brand appears to be making up for the omission with a vengence. It's not only
bought into NBC TV's Shari Lewis show but is seeking kid show participations in 54
markets. The plan is to do the commercials with live copy.
When the TvB board meets in Cincinnati this week it will have as one of the
research exhibits a flow chart showing the expenditure movements of certain tv
accounts during 1961.
The essential purpose of the study is to show the cutback behavior of a key list of
advertisers or brands; that is, where the dollars went after they left network or spot. If
they were pulled out of tv altogether they will be made TvB's prime target for renewed
proselytizing.
One thing the study won't show: whether any of the money went from spot tv into
network minute participations. It goes without saying that a study on this area of
transition would be of transcendental interest to both stations and reps.
From the viewpoint of type of segment sponsorship there's a couple of surprises
for the trade between the collective nighttime schedules of the tv networks for this
fall and those of the fall of 1961.
The differences, which impute a reversal of trends, are: (1) 21 shows with a single
sponsor as compared with 19 last fall; (2) a reduction in the number and percentage of
spot carriers. Last fall the carriers totalled 50, consuming 59% of all prime time.
Here's SPONSOR-SCOPE's breakdown of the way type of segment sponsorship looks for
this fall, first by networks en mass and secondly, by individual network:
SPONSORSHIP TYPE
NUMBER OF SHOWS {%)
TOTAL HOURS (%)
Single sponsor
21 (21%)
13 (17%)
Alternate week
39 (40%)
27 (37%)
Three or more sponsors
38 (39%)
V
36 (46%)
TOTALS
98 (100%)
76 (100%)
SPONSORSHIP TYPE
ABC TV TOTAL HOURS CBS TV TOTAL HOURS
NBC TV TOTAL HOURS
Single sponsor
3V2 (14%) 4
(16%)
5y2 (22%)
Alternate week
51/2 (21%) I6V2
(66%)
5 (19%)
Three or more sponsors
16V2 (65%) 4V2
(18%)
15 (59%)
TOTALS
2514 (100%) 25
(100%)
25i/2 (100%)
Note: Schedule involves Mon.-Sat., 7:30 to 11 p.m.; Sunday 6:30 to 11 p.m.
The peregrinations of Golden Grain macaroni ( Campbell -Mithun) may be des-
cribed as a case of ABC TV taking it away from spot and NBC TV taking it, in turn,
away from ABC TV.
The account goes to its new daytime home for the summer, with a budget entailing about
$250,000, and giving it a few more markets it wanted.
22 sponsor • 23 april 196!
2
N
SPONSOR-SCOPE continued
ABC TV has advanced a new selling pattern for nighttime minute participations
that has caused some uneasiness on the buying end.
Under the latest system, effective with the 1962-63 season, there's a fixed value put on
the time portion of the minute package price, but decision on the markets to be in-
cluded in the lineup is left to the network exclusively.
The policy as interpreted by agencies : if the network can't clear certain key markets
it is privileged to fill in the difference with other markets so long as the total lineup
adds up to the fixed price. (That fixed price for a minute is a sixth of a gross $110,000
hourly rate.)
What disturbs some agencies : the new sales pattern not only relieves the network from
the need to maintain even a semblance of guaranteeing basic markets but permits the
buyer no choice in the selection of substituted markets.
Nighttime minute participations are now being priced by ABC TV at prices which
permit the agency to deduct its 15% commission on the talent as well as the time.
Previously and unlike the other networks, ABC TV had set the package price to differen-
tiate between the time portion and the program segment, making the time commissionable
and the program figure net.
Following are the minute package prices for eight of ABC TV's roster of night participa-
tion shows: Sunday Movies, $33,000; Cheyenne, $36,000; Combat, $33,000; Naked
City, $38,000; Untouchables, $38,000; 77 Sunset Strip, $38,000; Gallant Men,
$29,800; Circus by the Sea, $25,000.
NBC TV packaged minutes (all gross) : Jack Paar, $35,000; Saturday Night Movies,
$34,000; Sam Benedict, $32,000; Laramie, $34,000; It's a Man's World, $32,000;
Wide Country, $32,000; Saints and Sinners, $34,000; the Virginians, $30,000; In-
ternational Show Time, $36,000.
(See page 32 for other prices of fall network nighttime programing.)
Sunday night has definitely lost its standing as an important one for network
tv talent expenditures.
For the 1962-63 season the Sunday dominance has been taken over by the midweek nights,
with Thursday now topping them all.
Here's SPONSOR-SCOPE's breakdown of talent outlays for regular programing
each night of the week, with the grand total of close to $7.2 million for the week
representing the highest level since the event of the medium:
Sunday, $950,000; Monday, $850,000; Tuesday, $880,000; Wednesday, $1,150,000;
Thursday, $1,560,000; Friday, $1,030,000; Saturday, $770,000. (These figures are net.)
A rough figure of this outlay on an annual basis : $370 million.
(For individual prices of fall fare see chart, page 34.)
By the time the fall rolls around the daytime tv network schedules will have
undergone so many changes that participating advertisers may have to resort to a
beagle to find out where their commercials are.
To take them by network:
CBS : Is eliminating Brighter Day and converting Secret Storm to a half -hour, dis-
placing the Verdict Is Yours for To Tell the Truth and replacing Lucy with the Real Mc-
Coys reruns. Video Village appears on the way out.
NBC TV: Has several changes under consideration but is playing them close to the
vest until CBS makes its revisions official and the new programs in the NBC TV works
give promise of being ready for exposure.
ABC TV: It's got thoughts about inserting another name personality a la Ernie Ford
and a couple other items, but it too, in part, is waiting on the competition.
iponsor • 23 April 1962 23
SPONSOR-SCOPE continued
If the SRA isn't careful, certain reps may find themselves confronted
AFTRA with a demand that they apply for work cards.
What poses this possibility is the spot that the SRA has got itself into because it
failed to tape the sales presentation it put on during the recent NAB convention.
The SRA has had a number of requests for tapes of the presentation and to comply
with these the SRA would have to gather again such actors in the sales tableau as Lew Avery,
Adam Young, James Alpaugh and Cliff Barborka.
Word emanated from the rep front last week that stations were grumbling to
them about the added tariff ARB was asking for added socio-economic information
in their ratings reports come next fall.
ARB has let it be known that the new data will be forthcoming only if enough station
subscribers agree to an added charge of 15%.
Programs designed for mirth keep taking over more and more of the night-
time tv network schedule and, in the process, give an added heave-ho to the who-
dunits and the items which fall within the realm of mayhem.
Come the fall the network schedules will offer a total of 30 situation comedies, com-
pared to 28 for the year before, and eight crime-suspense shows, which is seven
less than the previous fall.
Fanciers of westerns will have only one less series, while the dramatic anthologies
will have dropped from 10 to seven.
Here's a breakdown by program type of the fall regular series lineups as now set:
CATEGORY
ABC TV
CBS TV
NBC TV
TOTAL
Situation comedy
11
12
7
30
Adventure
5
3
5
13
Westerns
4
3
5
12
Crime-suspense
Variety
Anthology
Public affairs
4
1
1
2
3
3
4
2
1
4
2
3
8
8
7
7
Quiz-panel
Music
0
2
5
0
1
1
6
3
Comedy
Feature films
0
1
2
0
0
1
2
2
Sports
TOTAL
1
32
0
37
0
30
1
99
Looks like CBS TV is building cozier good-will relations with its affiliates.
The past week's significant gesture in that direction was the transfer of CBS Repoi
from Thursday 10-11 p.m. to Wednesday 7:30-8:30 p.m.
Before the start of the 1961-62 season SPONSOR-SCOPE reported that CBS TV affilia
were quite unhappy about the documentary's location because it didn't provide
kind of rating lead-in the stations would like for their late evening news, which, ai
all, serves as their prime bread-and-butter strip.
Obviously, CBS isn't hurting its own interests by the change. It avoids contending
with a staple, Wagon Train, and a 90-minute western in color, the Virginian.
For other news coverage in this issue: see Sponsor-Week, page 7; Sponso
Week Wrap-Up, page 64; Washington Week, page 57; sponsor Hears, page 60; Tv an(
Radio Newsmakers, page 70; and Spot Scope, page 58.
24 sponsor • 23 april 196!
I
HOW BIG IS RAY IN RALEIGH-DURHAM?
"Ray WHO?", y'say. Well, that figures. You've never
seen Ray Reeve on your TV set. But every night an
average of over 46,000 Carolina homes look to this
award-winning sports personality for more than just
ballscores. Ray's been around here for more than two
decades . . . He's well-known for what he knows well:
the Sports News that interests this area. ■ And how
big is Ray Reeve? Your H-R man has all of Ray's
measurements . . . from his 42-inch
waist to his 18.0 ARB. ■■■■■■■
NBC TELEVISION
WRAL-TV
CHANNEL 5
Raleigh-Durham, N.C.
Represented Nationally by H-R
a based on March 1961 NSI & ARB Mon-Fri averages, plus a sworn statement from Ray's tailor.)
WSOR • 23 APRIL 1962
25
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The day Dad gives Jimmy his first shaving gear is a big one for both of them. The father in the backgi"
is one of the nation's adults, who receive and control 98% of the U.S. income. In the WBT 48-county b i
area, adults receive and control most of the $2,690,786,000 worth of spending money... and WBT r.v
has the largest number of adult listeners. Clearly, the radio station to use for more sales is the one
reaches more adult listeners... WBT RADIO CHARLOTTE. Represented nationally by John Blair & Comp; >■
Jefferson Standard Broadcasting Company
Sources: U.S. Dept. of Commerce, Spring 1961, Area Pulse and Sales Management's Survey ol Buying Power, I960
SPONSOR
2 3 APRIL 1962
DEFENDERS' PERPLEXES INDUSTRY
Drop of episode by Lever, B&W,
Kimberly-Clark prompts much
soul-searching on difficult
questions of sponsor control
SPONSOR • 23 APRIL 1962
^Jn Saturday of this week, CBS TV will telecast
its long-disputed Defenders episode, "The Bene-
factor," a drama whose hero, a respected physician,
crusades for legalized abortion. The program's
regular sponsors — Brown & Williamson, Lever
Brothers, Kimberly-Clark — will be conspicuously,
even glaringly, absent. "The Benefactor" is al-
most certain to create a storm of pro-and-con
criticism among tv viewers. It is equally certain
to confound industry leaders themselves. But, in
the larger sense, it again raises the fundamental
issue of program responsibility — network auton-
omy or advertiser control?
On the eve of this potentially historic telecast,
sponsor attempted to get from prominent network
and agency officials their reactions to what this
Defenders episode might portend. The reaction
of those who have viewed the show can be sum-
marized as follows:
• On the purely creative level, it is an excellent,
even extraordinary, television drama.
29
Lack of clear-cut analysis of sponsor-network
relation compounds public misunderstanding
• The dissenting advertisers, and
their agencies, contend that the pro-
gram's strong emotional appeal for
legalized abortion is one-sided, cer-
tain to offend large segments of the
public, especially on a religious basis.
• CBS officials cite the program
as a "vers fine, realistic and honest
dramatization." and — with or with-
out sponsors — definitely scheduled.
On the much more complex issue
of sponsor control, however, no clear-
cut analysis has emerged. SPONSOR
found considerable ambiguity on all
fronts, which highlights more dra-
matically than ever that the industry
has not really decided what the posi-
tion of sponsors and networks ac-
tually is, or should be, in this in-
flammatory matter. But one thing all
agree on: more than two months
have passed since the last voice
echoed across the much-ballyhooed
platform of the FCC hearings, but
the image, the stigma — call it what
you will — has not departed the na-
tional scene. There are enough news-
paper columnists around to keep it
glowing. The tri-sponsor withdrawal
from the 28 April telecast of The
Defenders because of "conflict with
corporate policy" wasn't buried in
the newsprint mountains; it made
national headlines. To the American
public — the voluminous testimonies
of such industry leaders as Frank
Stanton. James Aubrey and Robert
Sarnoff notwithstanding — the over-
whelming influence of advertisers on
tv programing is accepted as hard,
cold fact. Like the after-effects of
gossip, rumor and red-baiting, the
truth is less enduring than the stain.
Examination of the more pub-
licized testimonies before the Com-
mission hearings shows why. While
all three networks maintained no un-
due interference in programing by
advertisers, the prepared statements
of their leading spokesmen left con-
fusing, often conflicting, impressions.
Said Robert Sarnoff on 29 Janu-
ary: "I think we are masters of our
own house. Much more so than we
are given credit for. However, it is
only reasonable for the network to
30
take into account the specialized in-
terests of the advertiser when they
are not harmful to the program or
story line. The charge that adver-
tisers call the tune for tv program-
ing is invalid and academic. It may
be fashionable — but it is also fanci-
ful— to set advertising objectives in
opposition to audience-interest ob-
jectives in broadcasting, as if tele-
vision's role as an advertising medi-
um were somehow hostile to its ob-
ligation to serve the public."
Said Mort Werner, vice president
of NBC TV programs, during that
same week: "In entertainment pro-
grams, where public issues are not
at stake, we have always gone on the
theory that the man who pays the
bills has a right to some voice in
shaping the product. Nearly every ad-
vertiser who buys television adver-
tising reserves a measure of control
in terms of 'corporate' or 'business'
policy . . . the program objectives of
a mass medium like television coin-
cide, rather than conflict, with the
marketing objectives of advertisers."
Said James Aubrey, president of
CBS TV, the week before: "Because
the sole economic support of tele-
vision is revenue from advertisers,
there is no doubt that advertisers
and their agencies play a part in net-
"NETWORKS can feel free to run certain
material," says Richard A. R. Pinkham, senior
v.p. in chg. of broadcast operations, Ted
Bates, "but advertisers are far more restricted"
roii
work programing. The ultimate re- N|)3
sponsibiilty for CBS programing
fare remains with CBS. But adver-
tisers do influence both entire pro- |
grams and elements within pro-
grams."
Adding: "In most program mat-
ters, there is relatively little that is
incompatible between our objectives
and the objectives of the advertisers.
. . . It would not be the wise course
to exclude advertiser participation
from the creative process in tele-
vision programing. If we did so, we
would eliminate some of the sources
and skill that have contributed to
television and in which we certainly
have no monopoly."
Adding again, "Advertiser taboos
amount to nothing more than fly
specks." While Frank Stanton, presi-
dent of CBS, Inc., assured the Com-
mision, "We decide what goes on
the air and we live by our code."
Most industry observers applauded
the "reasonable, logical" arguments
of these television leaders, but now
that the dust has cleared it is in
creasingly apparent that television
critics, and subsequently the public,
heard only what they wanted to hear.
"An honest, realistic approach to
the relationship between programei
and advertisers only compounded th
exaggeration of sponsor influence
one agency spokesman told SPONSOR
"And it was exaggerated fro
beginning. As Michael Dann of CBS
told the Michigan 4A's recentlv. onlj
two advertisers — Procter & Gamble
and General Foods — have any real
control over tv programing, and even
they are fast losing it. But the P&G
revelation to the Commission of its
insistence on meticulous supervisid
of shows became, in the public mine
an industry-wide practice, while the
Bell & Howell testimony (in effect
sponsor meddling is harmful) wa^
conveniently shrugged off. Thus
with the Commissioners' rather lead
ing questions, and a handful of writ
ers adding fuel to the flame, the testi1
monies by the heads of networks
simply backfired. Perhaps they didn't
realize it, but they kissed the hand
that slapped them."
Will the CBS stand on The De
fenders have any appreciable influ-
ence on public opinion? Is it a posi-
to
::
I
-n.\M>i;
23 april 196
2 '
What networks said about sponsor control at FCC hearings
"/ think we are masters of our own house. Much more so than we are given
credit for. However, it is only reasonable for the network to take into
account the specialized interests of the advertiser when they are not harm-
ful to the program or story line . . . the charge that advertisers call the
tune for tv programing is invalid . . . advertising objectives are not in
opposition to audience-interest objectives in broadcasting."
Robert Sarnof f , chairman of the board, NBC
'In entertainment programs, where public issues are not at stake, we have
dways gone on the theory that the man who pays the bills has a right to
ome voice in shaping the product. Nearly every advertiser who buys
t television reserves a measure of control in terms of 'corporate' or 'business'
rolicy . . . the program objectives of a mass medium like television coincide
other than conflict, with the marketing objectives of advertisers."
Mort Werner, vice president, programs, NBC TV
"Because the sole economic support of television is revenue from adver-
tisers, there is no doubt that advertisers and their agencies play a part in
network programing. The ultimate responsibility for CBS programing
fare remains with CBS. But advertisers do influence both entire programs
and elements within programs. . . . It would not be the wise course to exclude
advertiser participation from tv's creative process."
James T. Anbrey Jr., president, CBS TV
ive step toward reversing the spon-
or-control impression? Network of-
cials apparently think so, although
le memory of ABC's "courageous"
ecision to go ahead with a disputed
pisode of Bus Stop, after both spon-
)r and multi-station nixes, still sits
ncomfortably in many industry
linds. Most agency men, however —
ven those directly involved with the
current sponsor withdrawals — feel
that the two programs cannot be
artistically compared.
"Whereas the Fabian fiasco on
Bus Stop was just that — a fiasco," an
agency program supervisor told
sponsor, "it was not because of the
network's striking a blow for free-
dom. It was because of creative mis-
judgment. If anything, it proved the
advertisers in this particular situa-
tion had a greater feel for the public
interest than did the network's pro-
gramers. The Defenders problem, on
the other hand, is more complex, and
far more delicate."
Most who have seen "The Benefac-
tor," as pointed out earlier, feel it is
so well-written and produced that no
(Please turn to page 50)
PONSOR
23 april 1962
31
Fall hour-long entries on medicine, psychiatry and the war
NBC, on medical kick, has lined up 'Eleventh
Hour,' with Wendell Corey as psychiatrist.
Series grew out of a 'Kildare' program
ABC is bringing in an action-adventure saga,
'Gallant Men,' on a participating basis.
Drama is concerned with World War I
CBS will concentrate on female goings-on in
the hospital world with its presentation of 'The
Nurses.' Drama is SRO with three sponsors
NETS SEE BRIGHT FALL SEASON
.■»n
h
-::•■
^ Three networks report large amount of prime time sold for coming season— CBS
leads with 92% of its choice hours gone, NBC next with 85% and ABC is 70% sold
^^ales for '62-'63 television pro-
grams on the three networks may yet
reach crowning heights. Seldom have
fall nighttime schedules appeared as
resplendent and zestful as the upcom-
ing ones on CBS. NBC and ABC.
As sponsor went to press, it ap-
peared that CBS was leading the tv
troika in garnering sponsor signa-
tures on a whopping array of fall pro-
grams. Conservative estimates had it
that CBS was approximately 92%
sold, an exceptional achievement, in
the opinion of industry observers.
Last \ear. at this time. CBS had ad-
vertiser commitments in the region
of 83%.
Next in line was NBC, cocky and
optimistic a- Ca-e\ Stengel, with its
'62-'63 prime time schedule nearly
85% sold and confident that within
the next feu weeks it would catch up
if not surpass its Madison Avenue
rival.
Low man, at the moment, appeared
to be ABC with a scoreboard reading
about 70% sold for the '62-'63 sea-
son. It, too, was sanguine about the
box office appeal of its "most exciting
and balanced schedule" of fall pro-
grams. At least, this appeared to be
the view of Thomas W. Moore, vice
president in charge of the ABC TV
network, the man who replaced Ollie
Treyz as chieftain of the video web.
It was also evident along Madison .
Avenue that the unceremonious Trevz
exit from ABC TV would, in no way,
diminish the network's fall program-
ing appeal to national advertisers. In
this connection, Moore has told affili-
ates that advertiser interest in the net-
work's 'C2-'63 plans are indeed high.
"The endorsement that the advertiser
and agency communities have given
us is an important vote of confi-
dence," he said.
"You can't describe the '62-'63 pro-
graming in a single sentence," Mi-
chael Dann, CBS TV vice president,
programing, New York, told SPON-
SOR. "The fall programing structure
represents more diversification in
kinds of new programing since the
'53-'54 season."
There was remarkable agreement
among network program builders and
sellers that the fall programing was
in the nature of a "seller's market"
with virtually all the prime time gob-
bled up, save for some scattered par-
ticipations in hour-long attractions
and several fair-sized holes in infor-
mationally-minded telementaries. The
important thing to bear in mind, the]
insisted, was that there wasn t too
much emphasis on one particular type
of programing — and that a "balanced
schedule" was in the making on the
three networks. If anything, there
was bound to be an enormous amount
of experimentation this fall, accord-
Its
32
SPONSOR
23 aprii. 1962
I ing to the educated opinions in the
industry.
"There is no specific trend except
i for the program people to he inter-
ested in experimentation," Dann ex-
plained, and went on to cite examples
wherein programers would have
, golden opportunities to exercise their
showmanly skills.
Dann, as well as his colleagues at
CBS and elsewhere, predicted rich
and fresh avenues of program ex-
ploration and experimentation to be
I employed in such arrivals as Jackie
I Gleason in an hour-long variety show
I for Saturday nights from 7:30 to
j 8:30 over CBS; The Jack Paar Show,
] another hour-long variety program
which NBC will spot in its Friday
j lineup from 10 to 11 p.m.
Other '62-'63 entries which will
afford both producers and directors
I to emerge with exceptional entertain-
ment values are the ABC Circus By-
the-Sea presentation on Friday night
and the one-hour situation comedy
. series, Fair Exchange with Eddie Foy
j Jr. scheduled for 9:30 p.m. slot on
Friday over CBS. The three networks,
| it has been pointed out, have been
hip-deep in 30-minute situation com-
' edies, but none thus far has managed
. to click with hour-long situation com-
edies. CBS is confident it has the
answer in Fair Exchange, a Desilu
Production with Sy Howard as pro-
ducer and Jerry Thorpe as executive
producer. The writers are Arthur
Julian and William Templeton. The
above are but a few of the significant
hour-long productions bursting with
"fresh angles" scheduled for the fall
broadcast savants pointed out. If
there are any trends visible at all
in the '62-'63 program arrivals it is
in the multiplication of what industry
wagsters describe as the "sawbone
school" or "white-coated coterie"
which includes the high-rated Ben
Casey on ABC Monday from 10 to 11
and which is SBO with minute par-
ticipations; Dr. Kildare on NBC
Thursday from 8:30 to 9:30 p.m.
similarly SRO; The Eleventh Hour,
a new full-hour dramatic series, star-
ring Wendell Corey as a psychiatrist
on NBC Monday from 10 to 11 p.m.
opposite Ben Casey, the frowning
neuro-surgeon. At CBS, according to
quipsters, they are about to salute
the "bedpan brigade," or more prop-
erly The Nurses on Thursday from 9
to 10 opposite Dr. Kildare. The
Nurses like its medically-oriented
companions on the other networks, is
SRO as one can see by the compara-
graph in this issue of sponsor.
In some instances, production costs
on upcoming war action, medical,
variety and situation comedy fare
have risen. It is estimated it went up
from 5% to 10% over last year but
time charges on networks will be sub-
stantially the same as this season.
Minute participations will average
from $28,000 to $40,000 depending
on the popularity of the program.
With the increase of hour variety
programs, it is hinted that talent
agents will put on a squeeze to wangle
more money for their headliners. The
scramble to obtain top names for such
expanded shows as the aforemen-
tioned Paar, Gleason, Red Skelton,
Networks' program
builders see a
balanced schedule
for '62-'63 season
etc. and the long-established Perry
Como, Ed Sullivan, Garry Moore, etc.
undoubtedly augurs a higher asking
price for talent. But rumors on the
street have it that producers of va-
riety shows are showing a united
front against any asking prices over
the current $7,500 ceiling, although
in some instance, the producers have
gone and will go as high as $10,000
or more for a particularly pyrotech-
nic name. What seems certain is that
it will be a "seller's market" in '62-'63
for the talent agencies peddling socko
names.
The general feeling in the industry
is that Hubbell Robinson's return to
CBS means an additional spurt in the
direction of better dramatic fare. In
view of the fact that a good deal of
CBS's '62-'63 programing was 'locked
up' before Robinson's return, the end
result of Robinson's return won't be
heightened and brought more sharply
GREATER program balance is assured on
the three networks in '62-'63 prime time hours
by program chieftains. (Above) Thomas W.
Moore, vice president in charge of the
ABC TV network; (upper right) Grant A.
Tinker, vice president, general program execu-
tive, NBC TV network, and (right) Michael
Dann, CBS TV v. p., programing, N. Y.
SPONSOR
23 APRIL 1962
33
I
in focus until the '63-'64 season. But
the Rohinson creative touch, it is as-
serted, will however be seen with re-
markable clarity in the type of spe-
cials that CBS plans to offer in the
cominp fall and winter. Specials will
take on special significance at CBS
due largely to Robinson's re-entry, it
was asserted. The Robinson touch
that was so evident in such previous
specials as the Mary Martin-Noel
Coward production, the two-hour Cin-
derella with Julie Andrews, the Caine
Mutiny Court Martial, etc., will once
again be demonstrated in such up-
coming CBS offerings as Ingrid Berg-
man and Sir Michael Redgrave in,
Hedda Gabler and other specials1
smacking of deep concern for the
viewer's intellect. Robinson will em-
phasize more live shows, more dra-
jjtl
1 (in
Here's the up-to-date television network lineup for '62-'63
>a
SUNDAY
ABC CBS NBC
MONDAY
ABC CBS NBC
TUESDAY
ABC CBS NBC
VE
ae:
i
7:30
The Jetsons
$68,000* sc
Dennis the
Menace
SRO
Kellogg
Best Foods
$38,000 sc
Walt Disney's
Wonderful
World of
Color
SRO
Eastman
Kodak
$110,000 an
Cheyenne
Show
3/4-P
$83,575 w
To Tell the
Truth
SRO
Whitehall
R. J. Reynolds
$28,000 au
It's a Man's
World
P
Carnation
$95,000 a
Combat
1/3
$89,875 a
Marshal
Dillon
(not for net
sale)
w
Laramie
2/3-P
Brown &
Williamson
Miles
Bristol-Myers
AC Spark Plug
Block Drug
Colgate-
Palmolive
$29,384 w
Wagorm
$II4,9(
Going 1 »«
$147.0^ i
_
8:00
Hollywood
Special
7/12-P
$33,000** fl
Ed Sullivan
Show
SRO
Revlon
P. Lorillard
$102,865 v
I've Got a
Secret
SRO
General Foods
Toni
$39,149 au
Adam's Fable
SRO
Kaiser
$39,000 sc
8:30
Car 54, Where
Are You?
SRO
Procter &
Gamble
$45,000 sc
Rifleman
SRO
Procter &
Gamble
$43,000 w
Lucille Ball
SRO
Lever
Toni
$46,000 sc
Saints &
Sinners
P
Miles Labs
Warner-
Lambert
$93,000 a
Hawaiian Eye
SRO
Colgate
$89,840 my
Red Skelton
SRO
Best Foods
S. C. Johnson
Lever
Philip Morris
$115,000 c
Empire
SRO
American
Tobacco
General Mills
Chrysler
$92,307 w
9:00
Real McCoys
SRO
American
Tobacco
Ralston-Purina
$49,915 s<
Bonanza
SRO
Chevrolet
$ 1 1 5,000 w
Stoney Burke
5/12-P
$92,550 a
Danny Thomas
SRO
General Foods
$43,000 sc
9:30
Jack Webb
Show
SRO
General
Electric
$52,000 ai
Andy Griffith
SRO
General Food:
$42,000 s<
The Price is
Right
SRO
P. Lorillard
Whitehall
$27,000 au
The
Untouchables
1/2
$76,000 my
Jack Benny
SRO
State Farm
General Foods
$70,000 c
Dick Powell
3/4
Reynolds
Metals
American Gas
$97,941 my
Our »
Hif>
Ameari
10:00
Voice of
Firestone
SRO
$45,000 mi
Candid Carrier
SRO
Bristol-Myers
Lever Brother
$33,000 ai
I
;
i DuPont Show
of the Week
SRO
DuPont
$75,000 an
1
Ben Casey
SR0/P
$89,250 i
Christine's
Children
SRO
Lever
Toni
$41,000 at
Garry Moore
SRO
Oldsmobile
S. C. Johnson
R. J. Reynolds
$105,000 v
Tob.a
Pome
$50,34/
10:30
Howard K.
Smith
News and
Comment
Nationwide
Ins. SRO
$16,500 i
What's My
Line
SRO
J. B. Williams
Kellogg
$34,000 a
Pantomime
Quiz
SRO
Ralston-Purin;
$24,000 a(
Eleventh Hour
P
S K & French
Menley &
James
Warner-L
$31,769 a
Bell & Howell
Close-Up
SRO
Bell & Howell
$49,000 n
Chet Huntley
$19,844 n
Nakei
$93,31
Prices rerer to average cost for programs only. These are net prices (agency commission not Included). *Do not charge for reruns. **Package price per commercial minute
(program and time). Program types are indicated as follows: (a) Adventure, (an) Anthology, (au) Audience Participation, (c) Comedy, (d) Documentary, (IT) Feature Film.
34
SPONSOR • 23 APRIL 1962
matic shows (a la Playhouse 90) and
embark on a sizeable search, so it is
indicated, for new and better video
playwrights — writers who possess the
acumen and the potent talents of, say,
a Paddy Chayefsky, a Gore Vidal, a
James Costigan.
At NBC, the feeling is prevalent
that the network's fall program con-
tent is indeed of a better calibre than
in the past. Grant A. Tinker, vice
president, general program executive,
NBC television network, speaking for
his co-workers, cited the upcoming
Sam Benedict, the aforementioned
The Eleventh Hour and Empire,
among other vehicles, as decidedly
worthy contributions to the webs tv
program structure. Tinker was cer-
tain that these programs contained
examples of first class writing. Most
IHHHHnHHflHHH
season showing new features and this season's holdovers
1SDAY THURSDAY FRIDAY SATURDAY
BS
NBC
ABC
CBS
NBC
ABC
CBS
NBC
ABC
CBS
NBC
;B Reports
P
;C)0 r
It: Gil lis
1/2
Igate
K)7 s.
verly
H billies
SRO
iiogg
: Reynolds
13)0
•ci 'an Dyke
SRO
P:ter &
ruble
P-nrillard
12)0 sc
U Steel
our
SRO
i Steel
10)0 an
a mates
l/ith
re Theater
SRO
A, strong
ork
»)0 an
Adventures of
Ozzie &
Harriet
1/2-P
$44,615 s
Virginian
F
Warner-
Lambert
Nabisco
Carnation
$180,769
Donna Reed
Show
SRO
Campbell
Soup
Nabisco
$66,250* s
Leave It To
Beaver
P
$59,575 s
Perry Como's
Kraft Music
Hall
SRO
Kraft
$110,000 v
My Three
Sons
SRO
Chevrolet
$71,500* $
Mr. Smith
Goes To
Washington
1/2
R.J.Reynolds
$46,942 sc
Sealtest
Show
SRO
Sealtest
$55,000 s<
David
Brinkley SRO
Douglas Fir
Plywood
Pittsburgh
Plate Glass
$30,434 ri
Fred Astaire
Premiere
5/6
Alcoa
R. J. Reynolds
; 1 34,500* an
Mister Ed
1/2
Studebaker
$31,815 s
Perry Mason
SRO
Colgate
Drackett
Parliament
Sterling Drug
Coca-Cola
$86,307 my;
The Nurses
SRO
Whitehall
Johnson &
Johnson
Brown &
Williamson
$87,884 <
Alfred
Hitchcock
Presents
Alberto-
Culver
Pillsbury
$85,090 my
Wide
Country
$92,000 w
Gallant Men
1/6-P
$89,880
Dr. Kildare
P
Alberto-
Culver
Colgate-
Palmolive
Singer Sewing
Machines
Warner-
Lambert
Liggett &
Myers
Sterling
Drug
$39,807 a
Fiintstones
P
$79,000* s
Men At Work
SRO
Procter &
Gamble
Consolidated
$55,000* sc
Hazel
SRO
Ford
$43,000
Andy
Williams
Show
American
Home
Kimberley
Clark
Noxzema
Liggett &
Myers
Miles Labs
$33,979
77 Sunset
Strip
3/4-P
$93,750 my
no net service
Rawhide
5/6-P
Coca-Cola
Nabisco
Bristol-
Myers
Drackett
Colgate
$86,307 v
Route 66
SRO
Chevrolet
Philip Morris
Sterling
$95,000 a
Fair Exchange
P
Vicks
Pillsbury
$80,000 sc
Eyewitness
P
$25,000 i
International
Show Time
P
Miles Labs
Seven-Up
(40%)
$236,500 >
Circus By
The-Sea
f
$82,000
Sing Along
With Mitch
SRO
P. Ballantine
R. J. Reynolds
Buick Motors
$102,326 mu
McHale'sMen
P
$62,500* a
Viva Judson
McKay
SRO
Scott Paper
Brown &
Williamson
$43.403 sc
Lawrence
Welk
SRO
J.B.Williams
$54,038 mi
Jack Paar
Show
SRO
P. Lorillard
Kimberly-
Clark
Smith Kline
& French
Union
Carbide
Ronson
Mogen David
Polaroid
$31,730 \
Fight of the
Week
SRO
Gillette
$60,000 sp
Make that
Spare
$11,000 sp
Jackie
Gleason
Show
2/3-P
Philip
Morris
Drackett
Colgate
Ralston-
Purina
$94,301
Defenders
SRO
Brown &
Williamson
Lever
All State
$86,171 my
Have Gun,
Will Travel
SRO
American
Tobacco
Whitehall
$23,867 y
Gunsmoke
SRO
Johnson &
Johnson
General Foods
Procter &
Gamble
$93,865 w
Sam
Benedict
P
Sterling
Drug
Quaker Oats
Block Drug
Polaroid
$92,000 a
Joey Bishop
1/2
P. Lorillard
$41,000 sc
Saturday
Night at the
Movies
3/4-P
Miles Labs
Thomas
Leeming
Kimberly-
Clark
Union Carbide
Liggett &
Myers
Maybelline
Schlitz
Brewing
Bristol-Myers
$34,000** ff
(i) Interview, (mu) Music, (my) Mystery-suspense, (n) News, (sc) Situation Comedy, (sp) Sports, (v) Variety.
Standing Room Only, (fraction) indicates portion of show already sold.
(w) Western. Other symbols are: (P) Participations. SRO,
SPONSOR
23 april 1962
35
eni|>liaticall\ he intimated, these pro-
grams were not "glossj Hollywood
sausages." He reiterated iliai Sam
Benedict, fol one, would turn into a
real hit, a program filled with sus-
pense am) high ratings.
In the "balanced schedule" that
will prevail at ABC this fall, there is
the highly touted Going l/i // <n. a
new 60-minute dramatic series hased
on the film of the same name. It will
headline Gene Kelh in his first con-
tinuing tv role.
\\ ilh globs of pride, the network is
also citing the return of J oice of
Firestone. The distinguished program
will be returning after a three-yeai
absence. It will he housed in the
10 p.m. slot on Sunday. Moreover,
ABC will be presenting Gallant Men,
formerly titled Battle Zone, a series of
hour-long dramas dealing with com-
bat soldiers in World War II. The
network also has Combat, a 60-minute
drama concerned with an infantry
platoon on French and German bat-
tlefields in World War II slated for
Tuesday at 7:30 p.m. At this writing
Gallant Men is one-sixth sold and
Combat one-third sold. What is cer-
tain however, at ABC is that Wagon
Train, which it raided from NBC,
and is to be put in the Wednesday
7:30 p.m. slot with the SRO sign al-
readv up. will capture the attention
of practically all oater aficionados.
In the niche formerly occupied by
Wagon Train, NBC is putting The
Virginian, the new 90-minute series
based on Owen Wister's classic of the
same title. At this writing, The Vir-
ginian has three sponsors, namely
Warner-Lambert, Nabisco and Car-
nation Co.
The approximately 900.000 color
homes in America will receive some
color attractions from ABC starting
in the fall. With ABC's entry into
color tv programing and with the
likelihood of CBS adding more tinted
programs, plus NBC's unflagging in-
terest in the subject, evidence indi-
cates that the possesors of color tv
receivers should be getting a record
expansion of color telecasting. ABC
indicated last week that it would color-
cast The Flintstones, Matty's Funnies
with Beany and Cecil and the feature
films in color which form part of the
Hollywood Special Sunday night pres-
(Please turn to page 51 )
WHAT RADIO EXECS
T>
^ They did like Chairman Minow, RAB presentation
and FM Day, according to survey of Keystone affiliates
^ They didn't like absence of pitch to the smaller
markets, labor sessions, short length of convention
low that convention dust has
settled over NAB rostrums for an-
other year, broadcasters may reflect
whether the big trip to Chicago was
worth it.
Radio station managers, in par-
ticular, had reason to ponder this
convention, for the FCC Chairman.
Newton Minow. gave them 45 min-
utes of prime time. This gesture
made him the top attention-gettei "f
the radio group — a fact which arises
from an opinion survey of affiliates
taken in Chicago by the Ke\ stone
Broadcasting System. Minow u"t a
landslide vote of 65' '< of those sur-
\e\ ed.
Second to Minow in favor was the
Radio Advertising Bureau presenta-
tion. RAB was cited by 209?
In
|ipt
SMALLER market problems in radio advertising are discussed prior to NAB Convention by
Warren Bahr (I), v.p., sr. media dir., Young & Rubicam, and Sydney Wolf, pres., Keystone Bcstg.
36
SPONSOR
23 apkil 1962
THINK OF NAB CONVENTIONS
Third most-liked feature was FM
;Day, which tied for favor with man-
agement sessions — including lunch-
eon meetings. Each picked up 10%
of the vote.
In the "didn't like" category, the
RAB presentation was at the top of
the list for Keystone affiliates, with
2.V - reporting they were "disap-
pointed." Among their reasons: 1)
"They give too much for too few. . .",
2) "We've heard the same pitch for
the last several years. . .", 3) "They
don't take the small market into con-
sideration."
Second in this category were dis-
cussions of labor problems. Televi-
sion problems were third. Runners-
up were the exhibits and the conven-
tion banquet.
Opinions expressed by Keystone
station managers are representative
of the feelings of broadcasters in the
smaller markets.
Questioned last week about the
lack of interest in labor problems by
the smaller market managers, Simon
Goldman, president of WJTN, James-
town, N. Y., commented that even
though many were not faced with
union entanglements at their stations,
there is much to be learned from the
labor sessions at the NAB. "Even in
the smaller areas there is much help
the NAB can give the station man-
ager concerning his relations with em-
ployees."
J. Dige Bishop, president and gen-
eral manager, WCTA Andalusia,
I Ala., concurred with Chairman Min-
ow's speech, noting that he under-
stands the industry more now than a
year ago.
"However," said Bishop, "what
Minow doesn't understand is the
problem of over-commercialization,
particularly in the smaller markets.
Many stations depend on Thursday,
Friday and Saturday business to put
them over the hump. If business is
slow during the earlier part of the
week, naturally they are going to try
to make up for it on other days.
However, there is no justification for
rate-cutting and double billing prac-
tices."
SPONSOR • 23 APRIL 1962
illlillllllllllllllllllllllllllllllllllllllllllU^
How opinions line up on NAB '62
III SI -I IK I It SI SSIONS: 1. Newton Minow and the FCC;
1 2. RAB presentation; 3. FM Day.
LEAST-LIKED SESSIONS: 1. RAB presentation; 2. labor
B discussions; 3. television problems.
CONVENTIONS ATTENDED: 40% have attended be-
g tween five and 10 NAB meetings.
| CONVENTION COSTS: The majority consider the expense
g reasonable in terms of what they learn and time spent.
OTHER ANNUAL MEETINGS: 69% attend from one to
| five business or broadcast meetings a year.
REASONS FOR ATTENDING: 1. Learn how to do a job
H better; 2. keep up with the times.
REASONS FOR NOT ATTENDING: 1. Lack of time; 2.
1 weak programs; 3. too costly.
DISLIKED FEATURES: 1. Program content; 2. conven-
1 tion time should be longer.
iiDiiiiiiiiiiiiiiiiiiiiiiiiiiiM
The Keystone survey revealed two
general areas which the broadcasters
dislike about conventions: 1) pro-
gram content and 2) length of the
convention.
Their remarks on program con-
tent: "Not enough informative semi-
nars"; "dull speeches"; "not enough
vital sessions"; "long, unbroken ses-
sions."
On the other hand, some broad-
casters felt the convention was not
long enough for them to participate
in all activities. These comments
were noted: "There's not enough time
to see the city"; "there's too much
to do in too short a time"; "there's
too little open time"; "conventions
aren't long enough — they should be
at least five days."
In relation to convention length,
however, one broadcaster and former
member of the NAB convention com-
mittee pointed out that the conven-
tion begins on Saturday with related
meetings. '"It's a five-day convention
now," he said. "If it were extended
it may end up as a week-long affair.
I think the broadcasters have just got
to decide which of the advantages the
convention offers are most important
to his station and seek these out." ^
37
PORTRAIT OF A MYSTERY MAN
■
^ ABC's Simon B. Siegel is unquestionably one of the most influential and powerful
figures in the broadcasting field, yet he remains a "man whom nobody knows"
I o some people Simon B. Siegel
i- the name for a man reputed to
have ice water for blood and a one
word vocabuhm : "No."
To others he is a warm, honest,
fair, and soft-spoken person, yet a
shrewd and tough negotiator with a
thankless job. i.e., to take care of the
till at ABC.
To everyone in each of these
groups he has only two objectives in
life, other than his family — to pro-
tect Leonard Goldenson and to pro-
tect the company. As one man put it,
"If Si Siegel thought it had to be
done I'm certain he'd not hesitate
to cut off his right arm to keep the
company and Leonard from harm."
And sicce Simon B. Siegel has,
in 33 years with Paramount, come
from a junior auditor to executive
vice president of both the American
Broadcasting Company and its par-
ent, American Broadcasting-Para-
mount Theatres, Inc., and did his
traveling only ir. the field of finance-
comptroller, treasurer, financial v.p.
— it is not unusual that he be little
known and often feared. For few are
the financial aides that are known
and even fewer those that are ad-
mired.
To understand Si Siegel one must
first know something about the busi-
ness of operating motion picture
theatre chains. In that little known
world, which has survived and once
again begun to prosper mainly be-
cause of its auditors, comptrollers,
and treasurers, almost every success-
ful chain operation had someone like
Simon B. Siegel in its hierarchy.
And invariably there was a rela-
tionship between the success of the
theatre operation and the efficiency
DESCRIBED as a poker-faced realist who is
little-known and often feared, Siegel moves
-lore and more away from detail into planning,
hew people see Siegel as the same persona'-ty
38
of its financial overseer. All of them
were quiet spoken, poker faced, good
listeners, endowed with a flair for
figures and the ability to say "No."
They understood that their com-
panies in those days literally counted
profits in terms of low-overhead and
high turnover. Multiply a lot of pen-
nies by a lot of theatres and the com-
pany was profitable; but let one
theatre go in the red and the infec-
tion might spread. And since many,
if not most, of those chains of movie
theatres were headed by individuals
the relationship between the comp-
troller or treasurer and the president
was not unlike that of the Leige
Lord and his Keeper of the Privy
Purse in ancient times.
The Lord would go off on crusade,
or to joust, or to war for more land,
while the Steward or Seneschal stayed
at home, minded the castle, collected
the rents and looked after the Lord's
finances.
To theatre operators this was
nothing unusual. To the men of
Madison Avenue and Radio Row —
accustomed to shifting jobs each
three-to-four years and always alert
to "What's In It For Me," this sort
of devotion was incomprehensible.
What many a contemporary for-
got, or never knew, was that this sort
of devoted service was not unknown
not too many years ago. In the lucra-
m
ive days of network radio Ed Klau-
taer was to Bill Paley and CBS what
| Si Siegel would become to Leonard
goldenson and AB-PT. And anyone
, doing business with William Morris
; knew better than to ignore Nat Lef-
<owitz.
Si Siegel came to New York from
< Denver, one of six fatherless children
in search of an education, and in-
come and security. Finding himself
facile with figures he studied busi-
ness and accounting, first in day
school then at night, and, like many
another novice accountant took the
civil service examination for a posi-
tion as an internal revenue agent.
And, since unemployment was not
unknown in 1929 and since a civil
service appointment was not imme-
diately available, he jumped at the
a junior auditor. But what he really
wanted was that civil service job and,
eventually, it came through.
To his surprise, when he explained
why he was resigning, his chief at
Paramount met the salary offer and
sold him on staying with the com-
pany. He has never regreted it.
Through the years Si Siegel be-
came most expert in analyzing the
cold figures of a balance sheet and in
explaining them in the language of
the layman. During these post-depres-
sion years movie theatre chains went
through the wringer and Si Siegel
was called upon one day to look over
some figures that interested a young
Boston lawyer working on a re-
organization plan.
That young lawyer was Leonard
Goldenson.
Several years later Siegel was as-
signed to check out the details of
another deal being considered. His
summary was so succinct and logical
he found himself assigned to the staff
of the man considering that deal.
That man was again Leonard
Goldenson.
They have been together ever
since. Leonard Goldenson leading,
Simon Siegel looking after the finan-
cial details. It has been said, of these
two men, that "Each knows instinc-
tively what the other will think, say,
do. They are both shirt sleeve execu-
tives who have worked together so
long and so intimately that they mesh
like finely turned gears."
Through the years Siegel became
more and more of a trouble shooter
with an affinity for cutting to the nub
of a critical situation and coming up
with a solution. More and more he
moved away from the everyday detail
and into the overall position of
planning ahead.
This his official title never re-
vealed, not until recently. Thus, ui
1941 he was named assistant to the
comptroller of Paramount Theatres;
in 1949, comptroller. In 1953 he be-
came treasurer of AB-PT; in 1957,
financial vice-president and treasurer
of both AB-PT and ABC. In 1958 he
joined the parent company board of
directors; in 1959 the AB-PT execu-
tive committee.
When first he moved into broad-
casting he was aghast at the enigmatic
personal relationship that existed in
that business. Among theatre people,
perhaps because we knew each other
so well, million-dollar deals would be
sealed with a handshake and con-
sumated to the fullest while the con-
tracts were still being drawn."
Sie Siegel is an astute listener, a
quiet talker and a supreme realist,
who was raised in the rough school
of practical finance. His life is his
business and his family and there
is a quiet contentment in his deep
voice when he explains his utter lack
of ostentation: "The same wife for
34 years, the same company for 33
years," as if to say 'these are the
important things in my life.'
The closest thing to a hobby are
his woodworking shop at home and
his grandchildren; and, of course
Leonard Goldenson and AB-PT. "Af-
ter all," he says, "he gave me my
break."
He has the wide nose of a one-
time football player, a minimum of
red hair, and a smile that comes
from his eyes as well as his lips. He
obviously has few intimates — not un-
usual with his kind of man — and has
no tolerance for kudos or honors.
He has, for example, never been
seen at a Theatre Owners of Ameri-
ca convention, and confines his NAB
appearances to private ABC func-
tions. And what work he does in his
community organizations is because
CHATTING with Simon Siegel is John Mul-
lins, president, KBTV Denver, at ABC ban-
quet for affiliates at the NAB Convention
it needs doing and not because some-
one is trying to honor him for what
he represents.
With his staff he respects people
who fight for their crew, but gives
short shrift to anyone prone to poli-
ticking or putting personal gain over
company benefit. With autonomy, he
reasons, must go responsibility and
the ability to be part of a team.
Creative people and ideas are no
problem provided they are realistic
in content and execution and con-
tribute to the growth of the com-
pany. That growth is possibly the
key to the person of Simon B. Siegel.
He has had to learn what makes
each new duchy valuable, and how
to keep it that way, before the king-
dom could expand. He learned about
theatres, about radio and television
and advertising, about record com-
panies, about electronics, about farm
publications, about a Florida resort,
about international operations — and
how these areas of expansion might
complement the company as a whole.
For he is bullish on the future of
AB-PT. ABC Paramount Records
represented a gamble on a man- and
an idea that has paid off and recently
moved into the field of classical mu-
sic by buying the Westminster Label
and catalog; Microwave Associates
was a growth move into electronics
that has been profitable; Weeki-
( Please turn to page 51)
SPONSOR
23 april 1962
39
I
MEDIA SAVVY BOOSTS MANOFF
^ How an unusual flair for packaged goods specialization and keen insight into
air media usage propelled a small New York agency into big league competition
^^hieud industrj observers arc tak-
ing a closer look at the smaller ad
agencies these days. The reason: the
win some of the "'little guys have
been picking off account plums, in-
dicates there's some might} interest-
ing sparring matches shaping up
ahead between the rough, tough,
nard-fisted "infant and his big
brother agencies.
Prominent among the young agen-
cies now attracting thought-provok-
ing second look- from people in tht
business, is the six-year-old Gothan
agency, Richard K. Manoff — an agen
c\ specializing in packaged goods
According to seasoned pros, Manor
represents a stratum of small agencies
RECENT breakthrough to $13 million billings after picking up $3.5 million Fels account prompted changes in executive responsibility. Today
(23 April), James Harvey (r), sr. v. p. and creative dir. becomes president. Manoff, president, remains chmn. of the board, chief executive officer
40
SPONSOR
23 april 1962
•M.
War II, however, he became an ad-
vertising official of the Welch Grape
Juice Co.
He later joined Kenyon & Eckhardt
where he rose to v. p. and chairman
of the marketing plans board. In
1956, however, when Kenyon & Eck-
hardt resigned the Welch account be-
cause of a product conflict, Manoif
opened his own agency to serve the
grape juice company.
The decision to specialize rather
than dabble in diversified accounts
is based on Manoff's strong feelings
on what he disdains as "part-time
business. ' "If your advertising agen-
cy handles diversified accounts, it is
then a fact that your advertising
agency is in the automobile business
ON occasion, treasurer-comptroller, Bill
Blatcheley (r) acts as announcer as shown
here with chief writer John Cook. Music for
commercials is composed at the agency
rapidly pushing their way up into the
big league.
For evidence they point to Manoff's
recent acquisition of the $3.5 million
Fels account — a coup which hiked the
Manoff billings up around the $13
million mark (nearly 90% of that
goes to tv advertising). Then there's
Durkee-Mower which last June hand-
ed its Marshmallow Fluff account
over to Manoff after six months spent
in listening to some 20 ad agency
pitches.
The reason, according to Durkee
v.p.. Bruce Durkee: the tremendous
knowledge of the food business ex-
hibited by the Manoff people plus a
"red carpet" treatment not generally
served up to smaller accounts by the
larger agencies.
Addition of the new account has
brought executive changes: it was
announced today (23 April) that the
agency's 45-year-old founder, Dick
Manoff has turned the president's
mantle over to James Harvey, former-
ly senior v.p. and creative director.
Manoff retains his title of chairman
of the board and function of chief
executive officer.
Manoff's other clients: Bumble Bee
Seafoods, Butcher Polish Co. (floor,
furniture, auto waxes), Christian
Brothers (wines and brandy) , Charles
Gulden (Gulden's mustard and Di-
THREE-WAY meeting finds Manoff's media director, Stanley Newman (c) checking marketing
data with agency's marketing director John O'Brien (I), research analyst Marty Stolvenberg
able mustard I , Laddie Boy Dog
Foods, Old London Foods ( melba
toast. Dipsy Doodle Corn Chips, other
snack items), Schrafft & Sons,
(Schrafft candies, Chocolat Tobler),
and Welch Grape Juice (all prod-
ucts) .
A man of strong convictions and
little reluctance to disclose them. Man-
off had his earlier career sights lev-
eled at newspaper reporting. After
working his way through the City
College of New York, he took a job
with the now defunct Brooklyn Ex-
aminer. After that came short stints
with The Brooklyn Eagle and The
New York Post followed by a venture
in the publicitv business. After World
part time, in the fashion business
part time, in the packaged good busi-
ness part time, etc., and I don't like
being in any business part time,"
says Manoff.
It is Manoff's conviction that if all
agencies specialized, the charge of
"superficiality. ' which is so often
leveled at agency people, "and with
considerable justification," would
gradually disappear.
Manoff's leanings toward speciali-
zation in packaged goods stems from
the know-how he picked up during
his tenure at K&E was supervisor of
all packaged goods accounts.
Manoff's leanings toward peddling
the low-priced items, the packaged
SPONSOR
23 april 1962
41
IF
PACKAGE designs occupy attention here of Manoff agency's tv art directors-producers stand-
ing above (l-r) Gerald Gedney and Avery Chenoweth with their assistant Thayer Brice (seated)
goods commodities, rather than high
ticket items, may well have had its
first ambitious flutterings back dur-
ing his childhood days when his fa-
ther, through peddling, earned the
family bread. "In families like mine,
it is traditional for the son to follow
in his father's footsteps," says Man-
off, adding whimsically, "yesterday's
peddler is today's advertising man."
The success of the Richard K. Man-
off agency is not, as Manoff is first to
admit, a one-man operation. If any-
one were to ask him to name the ten
top ad men in the business, without
a moment of hesitation Manoff points
to bis staff.
They are. namely: James N. Har-
\<\. president and creative director;
Robert R. Kibrick, v. p. and account
supervisor; Kenneth R. Carlson, v.p.
and management supervisor; John A.
O'Neil, v.p. and account supervisor;
John V. O'Brien, director of market-
ing and research; Stanley Newman,
media director; William J. Blatchley,
treasurer and controller; Thomas
Haynes. senior art director: John R.
McCann, production manager; Bunk-
er Jenkens, radio /tv director; Marv
McMahon, librarian and, Larrv C.
Varvaro. Michael B. Paschkes. ac-
count executives.
Coordinated teamwork from de-
partment to department, in the man-
ner of a top-ranking baseball team,
is apparently the answer to Manoff's
mushrooming success. The market-
ing and research departments, for ex-
ample, work hand in hand with both
the creative and media departments:
1) With creative-in-defining custom-
ers-— their personal characteristics
and product attitudes — as a guide to
copy strategy, and, 2) with media, in
determining where customer poten-
tial locates, so that advertising dol-
lars will work most productively.
In this last regard, some highly
specialized studies have been made —
in addition to those covering standard
definitions of the market — which re-
late media closely to where merchan-
dise is distributed and sold.
One such study involves, annually:
1) Plotting of the location of the
warehouses and the stores services by
these warehouses, of every major,
grocery factor in the country.
2) Relating this to the manufac-
turers sales territories.
3) Overlaying of coverage pat-
terns for the basic local media.
Armed with these facts, the media
department is then equipped to buy
effective coverage of the entire area
where there are stores serviced out
of a central warehouse; and it per-
mits the manufacturer's sales force
to approach grocery headquarters
- it
■,1,
fcsi
::al
jam
ipn-
>\\n
1 to
■as)
with the assurance that its stores,
wherever located, will receive addi-
tional coverage.
Manoff's creative methods, best de-
scribed by Durkee-Mower's v.p. as
"doing away with gimmicks and just
selling" is neither "hard sell" nor
"soft sell," the euphemism commonly
used in the business t© describe
two distinct and opposed sales ap-
proaches.
He takes a dim view of the hit
them-in-the-stomach school of adver-
tising which, he says, apparently be-
lieves that the way to sell goods is
to stun the audience with a horror
story delivered ad nauseum, until th
consumer is either brain-washed or
buys the brand in self-defense. No:
does he hold with the second type,!
which belongs in the fey school. Ad
vertising by this school, says Manoff,
is more interested in the arts — graph-
ic and performance — for their o
sake than how they may be used
sell goods. "This method is as ea:
to spot as the product it presents
hard to find in their ads." It's hall-]
mark, according to RKM's chairman]
is "self-conscious display of 'creativJ
ity' by advertising people who would
rather be playwrights or poets. FrusH
trated, they attempt to turn advertis-j
ing into an art form, but actually
succeed only in producing ads that
have limp wrists."
Manoff prefers rather to stick to
the middle of the road. His premise:
"never to offend with either brash
ness or dullness." "Our advertising,'
he says, "is always pleasant and taste
ful, often amusing, and sometimes
even delightful, but it never loses
sight of its objectives."
Until someone comes up with i
better creative method the agency in
tends to stick with this one, says
Manoff, adding, with complete disre
gard to the so-called virtue of mod
esty, "Changes are that when a bet
ter method comes into being, we wil
have invented it."
All the music used in RKM com
mercials is created by the agenc)
staff — a service not generally pro
vided by the smaller agencies.
Manoff's media department is
headed by Stanley Newman who, ac
cording to Madison Ave. talk is "one
(Please turn to page 51)
42
SPONSOR
23 April 1962
...
BRITISH STEAL A MARCH ON US
■ Radio now reaches a captive audience on BOAC's New York-London jet flights;
pot announcements sold on broadcasts originating in plane, heard on transistor
I he phrase "selling in the sky" is
I ormally construed in advertising
I rcles as a reference to sky-writing,
lane-borne bankers, decorated
i limps, and the like. But early this
lonth such a connotation became ob-
)lete, at the hand of British Overseas
irways CV>rp.
BOAC, cooperating with Individual
rogrammes Ltd., has launched what
mounts to radio stations in the air,
roviding program service for its jet
iassengers — and commercial time for
a variety of advertisers.
By installing such a service on
commercial aircraft, the firms in-
volved have accomplished two feats.
First, the British have stolen a
march on the U. S. with their experi-
mentation in this form of communi-
cation.
Second, the sale of time to adver-
tisers marks the first operation of
commercial radio in Great Britain.
With this unique adaptation of
radio as a selling power, a British-
RANSISTOR radio equipped with earphones provides personal broadcast tor each passenger
n trans-Atlantic jet flights. Listener pushes button on light-weight receiver to select program
engineered electronics system called
"Hi-Fli," the airline has already sold
time contracts to Ford Motor, London
Palladium, Alka-Seltzer, Booth's Gin,
DuMaurier cigarettes, Phoenix Assur-
ance, Yardley, and the Irish Linen
Guild.
Hi-Fli is now operating on the New
York-London jet route, will be in-
stalled later on BOAC's Boeing 707
flights from New York to the Carib-
bean and Lima, Peru. BOAC esti-
mates it carries from 600,000 to 700,-
000 passengers a year on its jet
routes.
Agencies are entitled to the custo-
mary 15% commission on billings,
according to Hugh Ascoli, president
of Individual Programmes, sole
agents for the sale of advertising
time.
"Hi-Fli is a unique form of in-
flight radio entertainment," said As-
coli. "Each passenger — in both first-
and economy-class cabins — has his
own transistor receiving set and light-
weight earphones to tune in the pro-
gram of his choice. A transmitter
within the jetliner beams programs
via two separate tape recordings to
the listener, who has his choice of two
channels. The listener can hear the
program of his choice without dis-
turbing other passengers."
One channel is programed for pop-
ular music, leaning heavily on show
music of the "My Fair Lady" variety.
The other channel carries light, popu-
lar classics. Comedy and drama are
also aired. The programing is devel-
oped and presented by Eric Robin-
son, English tv personality and musi-
cal conductor. The tapes provide 40
hours of unrepeated broadcasts.
There are six hours of airtime per
flight.
The length of each commercial al-
lows for 35 words or 15 seconds in-
cluding name and address of the ad-
vertiser. Orders for two. three or
(Please turn to page 55)
, PONSOR
23 april 1962
43
$ $ $ $ $
Cash Register Sales
are
PEOPLE"
TO
"PEOPLE
in Kansas City
it's
"PERSONALITY
SELL"
K.C.'s Modern Sound
for
Sound Selling
Irv Schwartz
V.P. and Cen'l. Mgr.
Media peo\
what they are da
and sai
TIMEBUYER
CORNER
Paul Benson has been appointed associate media directoj
at SSC&B, where he'll be in charge of the Lever Bros, accounts
Previously, he was at Benton & Bowles for many years .
Post & Morr, San Francisco, has placed Sterling Cassel and Lvmj
Fairweather on the Bergermeister beer account. Cassel has beej
made media research manager and Fairweather media grout
supervisor . . . Norman Herwood, who was a tv group head
McCann-Erickson, has joined Lawrence C. Gumbinner . . . Ii
Los Angeles, Shirley Crowder left Donahue & Coe for Comptoi
to become media director.
ISITING New York last week, Bill Scruggs (r) of WSOC-TV, Charlotte, lunched wit
Tom Hollingshead of Dancer-Fitzgerald-Sample at Vincent & Neal's Due Monc
When Tom Hollingshead of D-F-S lunched with Bill Scruggs of WSOC
TV, Charlotte. Scruggs pointed out that tv reaches virtually everyone an
told the story about the two hipsters who were watching a cigarette corr
mercial with a Swiss Alps kind of background in which a skier whizze
down the chute, then up into the sky. "We're in luck, man!" said th
one hipster. "Our kind of cigarette has gone retail."
Visiting New York, Dick Sheppard of MacManus, John &
Adams, Bloomfield Hills, Mich., spends most of his time goinj
to the theatre. He observed to Esther Rauch of the Better Broad
cast Bureau : "The reason there are so many bald-headed men ii
the front rows of musicals is that they bought their tickets fron
scalpers."
(Please turn to page 48)
44
SPONSOR
23 april 196:
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NEW RCA PORTABLE AUDIO CONSOLE
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Standing
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Frequency
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Response:
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Output Leve
:
+ 6 VU
You'll find everything for handling remote programs in this handy unit! Includes
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Mixing is provided for turntables, microphones and a remote input. Each of
the turntables has individual mixing controls. Two microphones and the remote
input are selectable by a three-position switch. (High Level source, such as tape
recorder or remote amplifier, can be fed into remote input.)
The console is a one-piece fiberglass unit. The legs are detachable and the unit
has convenient handles for carrying. Base of console is flat when legs are in stor-
age position, permitting ease of transportation.
Order now from your RCA Broadcast Representative or write to RCA, Broad-
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for full information.
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TIMEBUYER'l
^^^ ^^^P ^^t l^fl : V _ ^^t (Confirmed P'igM
m
Bob Palmer of Cunningham & Walsh had lunch with Peter Theg i
Mutual Broadcasting last week. They had Italian cuisine ami The
described a new version of Russian Roulette: if* played with mushrooi
pizza — and one slice has toadstools.
Paul Theriault of Y&R met with an agency man who spok
of the problems of running a small shop. When the agency ma
once pitched for an out-of-town account, the firm sent him
telegram reading: "Would like to meet with you on Friday
Bring along your media director, account man, and copy chief.
He wired hack: "I'll he there."
SELLING the merits of fm: Ralph Hennen (I) of WGHF (FM), Broolcfield, Conn, call
on JWT's Lou West (r), who buys on the Pan Am and Northeast accounts, among other
Chuck Bernard of the Countrx Music Network called on GeorgJ
Perkins of Schwab. Beattv & Porter and described the wealth of one 0
his markets. "Today," Bernard said. "Texas cowboys get bowleg^
riding on top of oil trucks."'
Joe kilian of McCann-Erickson lunched with Ken Campbel
of H-R Representatives and Bill Simpson of KOL, Seattle
Speaking of the Russian threat to this city, Simpson said: "Tin
Russians will never land in New York. They won't be able t<
find a parking space."
Alan Saunders of Riedl & Freede and Tom Dooley of Adam Younj,
were talking about a media man who is extremely nervous and has
budding ulcer. "His doctor has put him on a strict diet," Saunders said
"He can't touch coffee, tea, or Playboy.''' ^
48
SPONSOR
23 april 1962
Capsule case histories of successful
local and regional television campaigns
TV RESULTS
-IRAILER HOMES
IDNSOR: Beloit (Wise.) Trailer Sales & Park AGENCY: Direct
(psule case history: One of the leading lines of trailers
c ried by the Beloit Trailer Sales & Park in Beloit, Wise.,
|«the Richardson Homes line. Although the company has
a.ertised all its lines on WREX-TV, Rockford, 111., for
fur years, and sponsored two years of San Francisco Beat,
: highest they ever reached in sales competition with
cier Richardson dealers was number four in the country,
rwever, during a one-month period, Beloit concentrated
i program strictly on Richardson. "As a result," says
II Korst, sales manager of Beloit, "we wound up number
ca in the country." But this is not the whole story: "Every
\ek we have people in from over one hundred miles away
i a result of our WREX-TV advertising campaign. Over
1% of our sales are made to listeners in the Chicago
rtropolitan area; and many drive in from as far as
libuque, Iowa, where they receive the Rockford station
t cable. This has been our most successful campaign."
REX-TV, Rockford, 111. Program
I ANDY
ONSOR: Welch's Candies AGENCY: Beckman, Koblitz, Inc.
ipsule case history: Welch's Candies, running a cam-
ign on KTVU, San Francisco-Oakland, scheduled three
e-minute spots per week, placed during the Captain
tellite Program (4-5 p.m., Monday through Friday, and
\ie Three Stooges (5-6 p.m., Monday through Friday).
■ing this schedule, Welch's ran a month-long contest ask-
Ig child viewers to guess the number of Welch's Sugar
tddies — bite-size caramel candies — that were used to spell
;t WELCH'S on a sign in view of the programs. The
izes offered were, 1st- — a gas powered go-cart, 2nd — a
iinsistor radio, 3rd-7th — Sky Sailor model airplanes, 8th-
,;rd — traysful of Welch's candies, and 24-25th — giant
<ed Sugar Daddies. KTVU drew 1,000 more entries than
pected for the market, and more entries than in any other
arket running the contest. Welch's says sales are definitely
') as a result of the KTVU spots, and as a result, continued
nning spots after the conclusion of the contest.
ITU, San Francisco-Oakland Announcements
SPONSOR
23 APRIL 1962
SUPERMARKETS
SPONSOR: Seaway-Foodtown, Inc. AGENCY: Wendt Advertising
Capsule case history: Imaginative program buys, capitaliz-
ing on sports events of local interest, have returned big
sales dividends for Seaway-Foodtown and its 14 super-
markets in the WTOL-TV, Toledo, coverage area. This year,
the promotion-minded food chain sponsored two live
WTOL-TV basketball specials featuring the University of
Toledo versus Bowling Green. Both games were presented
in prime time — 7:30 p.m. 10 January and 8:30 p.m.
7 February. The programs paid off in sales increases and
good will. The chain's ad director, Irv Smilo, reports
"thousands of letters, phone calls, and customer comments
in appreciation of Foodtown's sponsorship" and, the pleased
viewers bought merchandise. The chain had "a 21.49% in-
crease in business for the week after the first game"; sub-
stantial increases for two weeks after the second. Sales on
featured items skyrocketed — Pepsi-Cola up 350% during a
slow period for soft drinks, to cite just one example."
WTOL-TV, Toledo, Ohio Programs
AUTOMATIC DOOR OPERATOR
SPONSOR: Raydor AGENCY: Rothman, Pittsburgh
Capsule case history: WIIC, in Pittsburgh, created an
advertising formula for Raydor Manufacturers of automatic
garage door operators that resulted in a 37% increase in
sales. The company, producers of $159.95 item, considered
their first tv venture a gamble, but were so pleased at the
results they signed up for another flight of spots for the
spring. Because of the nature of the product, Raydor bought
local spots on the Jack Paar Show, shooting for the upper
middle and higher income groups. The commercial stressed
the safety and convenience of operating the garage door,
and was pointed particularly at the women. Jim Hirshberg,
president of the James Hirshberg Company, McKeesport
distributor for Raydor, got such overwhelming results from
WIIC that two additional salesmen were hired to handle the
leads. "At first we were skeptical," says Hirshberg, "but
our agency gave us good sound advice, and backed it up
with facts and figures. WIIC really paid off in sales for us."
WIIC, Pittsburgh Announcements
49
'DEFENDERS'
[Continued from page 3\)
criticism on the creative level is ad-
missable.
""It is Buperbly done." Richard
A. R. Pinkham, senior vice president
in charge of broadcast operations of
Ted Bates, one of the agencies in-
volved in the current sponsor with-
drawal, claims. "But whereas the net-
work can feel free to run certain ma-
terial, the advertiser is far more re-
stricted. The public would hardly
take a boycott against the network,
but it certainly would an advertiser."
The overall industry reaction to
the CBS decision is markedly dif-
fused. Few see it as particularly
meaningful to a public opinion poll.
The big black giant (as Oscar Ham-
merstein once delineated the inde-
terminate audience) isn't likely, says
one observer, to turn cartwheels over
a network's "nobility." Especially,
he adds, when one segment of it (the
Catholics) could easily take the con-
demnation route.
sponsor has discovered, too —
mainly in the advertiser/agency
camp — considerable ambiguity: ap-
plause for the network's "creative
integrity" out of one side of the
mouth, reproach for "acting out of
the public interest" from the other.
As one ;ii:r[ir\ man mini requested
that he should not be quoted by
name) articulated it, "They're much
to be admired, and they're damned
fools for doing it."
As to its ultimate relationship to
the larger issue of sponsor-control,
a few agency men do concede a po-
tential influence within the industry
itself, although the entire question of
sponsor-control, they say, is now
largely parochial, since full, and
even half, sponsorship of network
programs is rapidly becoming the
exception rather than the rule.
Julius Barnathan, vice president
and general manager of ABC TV,
touched on this area of the problem
in his remarks to the Academy of
Television Arts and Sciences in New
York, 11 April.
"Sponsor influence on programs is
far less today than in the past," said
Barnathan, "but it is still conditional
on the amount of sponsorship. If
there is complete sponsorship, nat-
urally the sponsor has sole influence,
but with hour shows there are too
many sponsors to have any influence,
and control is completely by the net-
p
work." My sC^
Barnathan also, in essence, implied ^0
that advertisers do not deserve the
right to control programs, since the)
are, for the most part, "cowardly'
in their willingness to take on new
program concepts, leaving responsi-
bility in both the creative and finan
cial areas to the networks. He citet
such now-popular programs as Perm
Mason, Maverick, Wagon Train an
Ben Casey as "give-aways" in their
initial stages.
Meanwhile, the public — barm
from the innersanctum — isn't af
fected by all the industry's shades
of gray. It's black-and-white to the
video millions, and exceedingly mom
black than white since the FCC hear
ings.
Does the industry, unsure itself of j
the rights and wrongs of sponsor--
influence-and-control, have an an
swer? In the councils of networks
agencies, advertisers, stations, spon
sor couldn't find one. Perhaps it'
as one critic of communications once
proffered — prima facie of those in
compatible twins of American belief,
that the answer is just over the next
horizon, and that there is no answer
at all.
itrli
Jfo
|Dia
pact
■ 1 1
m
In 6 of America's
East, West, Up, Down-and across the middle of the country-when
you sell over the stations of RKO General you get a radio-&-TV spread that puts
your product in tight touch with 6 of the top 10 markets plus one of the South's richest areas.
You sell in areas populated by 67 million consumers. . .to audiences loyal to the wide interests
which each RKO General Station programs for local viewers and listeners. Wide reach... wide reaction...
are what you buy with RKO General. Whether you choose 1, 2 or all RKO General target markets, you'll
broaden your sales base over America's largest and most powerful broadcast chain. Start selling wide,
right now. Call your local RKO General Station or your RKO General National Sales Division man.
50
SPONSOR
23 april 1962
TV SCHEDULES
Continued from page 36)
rotations. At this point in the pro-
ceedings some seven-twelfths of Hol-
ywood Special has been sold.
Speaking of color, Walt Disney's
Vonderful World of Color, was re-
lewed for two more seasons on NBC.
fhe Disney organization, under the
lew pact, also will make two special
olor shows each of two-hour dura-
I ion for fall programing. One will
>e Born to Sing, a pictorial account
»f the Vienna Boys Choir, filmed in
/ienna, and The Magnificient Rebel,
i pictorial biography of Ludwig Von
ieethoven. Half of the regular Dis-
ley programs will be sponsored by
Eastman Kodak. According to rumors
{CA will, once again, pick up its
)0% share of the tab on the Disney
hows thus making the program SRO
igain.
Mort Werner, vice president, pro-
grams, NBC-TV, noted that some
[1)5% of fall nighttime program hours
vould be in color, an increase of
19^ over the '61 -'62 season and a
H.% spurt over '60-'61. Like Moore
it ABC, and Dann at CBS, Werner
placed emphasis on the "program
lalance" that will abound in the fall.
"The schedule lends particular em-
phasis to program balance and spans
the entire entertainment spectrum —
from situation comedy and action-
adventure to musical variety and
original drama," Werner said. NBC's
fall picture includes 17 programs al-
ready seen and 11 new ones. ^
the details of so many diverse activi-
ties and make recommendations that
have succeeded, that have contributed
to the growth of the company.
For Si Siegel is a poker-faced real-
ist. He is also a push-over for any-
thing that will good for the company.
Only don't try to feed him any curves;
those he hits out of the park. ^
SIEGEL
(Continued from page 39)
Wachee Spring in Florida was an ex-
pansion into a tourist attraction that
proved successful; the purchase of
the Prairie Farmer Publications prop-
erty was still another growth develop-
ment that blended into AB-PT's finan-
cial and manpower availabilities; and
ABC International, with financial
stakes in television stations in 17 for-
eign countries, is another growth
move, perhaps with the greatest po-
tential of all.
Of all these growth activities is
Si Siegel proud — although he takes
no bows for them. In his book these
were and are company activities,
intiated by the president, in which
he played a part.
If there is any pride at all it is in
his ability to acquaint himself with
MANOFF
[Continued from page 42)
of the brightest young men in the
business." Despite the fact that some-
thing like 90% of the media budget
is channeled into tv, radio sellers who
do not stand to gain from heaping
flowering accolades on Newman's
shoulders, are nonetheless vehement-
ly in accord that the youthful media
director "just about the most intel-
ligent guy around." Even those who
feel that Newman is "oriented in tv"
respect him for his astute business
know-how and his open-door policy
in listening to all sides of the sales
pitch story.
A native New Yorker, 30-year-old
Newman joined Manoff in 1958,
coming from Emil Mogul where he
served as a timebuyer and assistant
Top 10 Markets
NATIONAL SALES DIVISION OFFICES
New York -Time & Life Bldg., LOngacre 4 8000
Chicago - The Tribune Tower, 644 2470
Hollywood - 5515 Melrose, HOIIywood 2 -2133
San Francisco -415 Bush Street, YUkon 2-9200
Detroit - Essex Bldg., WOodward 1-7200
Atlanta - 1182 W. Peachtree N.W., TRinity 5-9539
Dallas - 1507 Southland Center, Riverside 2-5148
Denver - 1150 Delaware St., TAbor 5-7585
NEW YORK wor am/fm/tv LOS ANGELES khj-am/fm/tv
DETROIT CKLW-AM/FM/TV BOSTON tMM
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MEMPHIS WHBQAMTV
SAN FRANCISCO kfrcamfm WASHINGTON, D. C. wgmsamfm
RKD
^GENERAL
A GENERAL TIRE ENTERPRISE
SPONSOR • 23 APRIL 1962
51
for '62-'63
-A new ARB Local Market Report with emphasis on . . .
Au/Jimce Cru^tefciitua,
NEW. . .Viewer Age Breakouts
NEW. . . Chainbreak Audience Size
NEW. . . Audience Composition Summary
NEW . . . Computer-age Design
1k
YOURTOWN
NOVEMBER 1962
Remarkable in concept. Extensive in scope. Extraordinary in the type of
data it provides. Only the alliance of ARB, industry leader in local television
audience measurement, and C-E-I-R, world's leading corporation for elec-
tronic data processing, could have produced it. This new ARB Local Market
Report contains more than twice as much data than ever before, with emphasis
on all-important audience characteristics. It is an outgrowth of a spectacular
ARB development — a viewing diary which identifies each viewer of each pro-
gram by exact age and sex — making possible the measurement of local audi-
ences to a depth never before achieved. Add to this the matchless computer
technology of C-E-I-R, and the result
is a television audience measurement
service which does not merely keep
pace with today's industry needs, but
which brings tomorrow's audience mea-
surement horizons within reach — today!
Preparing today for the television industry of tomorrow.
AMERICAN
RESEARCH
BUREAU
A R B
DIVISION
52
For further information -Washington WE 6-2600 • New York JU 6-7733 • Chicago 467-6750 • Los Angeles RA 3-8636
SPONSOR • 23 APRIL 1961
In Cleveland, the siren song
comes from Earresistible
WHK, where provocative
programming wins the most
listeners! In fact, advertisers
find they just can't say no
to that low cost per response.
WHK
CLEVELAND
A METROPOLITAN BROADCASTING STATION
V.P. 4 CENERAL MANAGER. JACK THAYER
•Pulse. Nov- Dec '61. Hooper. Jan-Mar '02
to the vice president for radio and
tv. In 1959, he was made media di-
rector at Manoff. A bachelor, tall
and athletic looking, Newman was
graduated from Columbia college and
has a master's degree in business
administration from Columbia Uni-
versity Graduate School of Business.
According to Newman, there is no
easy-to-buy medium. A good media
buyer, he says, must possess familiar-
ity with the client's marketing and
media objectives; knowledge of the
media market, and the willingness to
work hard and persevere.
Merchandising does not influence
the selection of station buys, says
Newman. The selection is based in-
stead on media valued offered by
that station as compared with others
in the market. "If the station offers
merchandising services, of course we
encourage the maximum application
of these services for our clients," he
says, "but merchandising is not how-
ever, a determinant."
A strong aura of camaraderie per-
meates the Manoff agency working
quarters, lending credence to "team-
work" talk between president, media
director and other staffers. Deco-
rated in contemporary furniture,
highlighted by bold, adventuresome
dashes of color, even the decor seems
in step with the agency's energy. In
essence, there is no evidence of slug-
gishness.
The atmosphere instead conveys a
rolled - up - sleeve, we're - ready -to-do -
battle feeling. And in the recurring
battle of the brands Manoff is some-
thing of the expert. "The survival of
the national brands." he says, "im-
poses three demands on the manu-
facturer: 1) he must innovate higher
qualities in his brands. 2) he must
strive for production and distribu-
tion efficiencies to deliver his brand
to the consumer at the lowest possi-
ble price, thus reducing the impact
of the private label's only appeal, its
economy price, and 3) he must exert
more intensive selling efforts with
the consumer to persuade him of the
superior value of his brand. The
way to accomplish this is through
advertising."
On Dick Manoff's huge desk in his
chocolate-colored carpeted office is a
plaque with three words: "ideas
make money." From all indications,
it would seem that projected bit of
philosophy is well off the ground at
Manoff's. ^
InCleveland,where problems
are more urban than turban,
the man who wants to charm
more people (an average of 1
out of 4)tcompel their interest,
and make them move to his
tune . . . uses the Earresistible
WHK
CLEVELAND
A METROPOLITAN BROADCASTING STATION
V.P. & CENERAL MAN ACER. JACK THAYER
,.Ko. Nov-Dei '01. II.
SPONSOR • 23 APRIL 1962
53
NOW NUMBER
IN FLORIDA
ORLANDO-DAYTONA
Fastest growing
marhet in Florida
Nat. Mkt.
Homes*
Ranking*
TV
Miami
27
556,600
Tampa
42
419,500
Orlando-
Daytona
65
288,000
Jacksonville
75
256,500
•Television,
1962
WESH-TV
Florida's Channel 2
REPRESENTED BY AVERY-KNODEL
Covers more of Florida than
any other TV Station
54
Commercial commentary i Com. from P. 13)
0AC
jor n»i
broad
Laird, just weren't buying all nine steps of the elaborate H&K cam
paign designed to impress "opinion makers" and "thought leaders'
with a more favorable image of the ad business.
Blocked at White Sulphur was everything but a piece of in-depth ynttii
research, to be undertaken to define the problem more exactlv.
Preliminary results of this research were announced at regiona
4As meetings last fall, and then the matter was referred to a com4
mittee for "further study."
Presumably the 4As will decide Thursday whether to fish or cut
bait. But I wonder whether the attitudes of a great many 4A mem-
bers toward the "thought leader" image problem haven't undergone
significant changes in the past vear.
For one thing, David Ogilvy, in his most well-modulated Oxfo
accents, has protested against the "anti-intellectualism" of many ad,
men who try to answer the critics of advertising.
For another, both the ANA and the AFA have been engaged i
substantial industry image-building programs, and I find consider-
able coolness within the business about both their methods and the
results obtained so far.
■ on
■ m
■ Pe
M (i
More needed than p.r.
It is possible that when we are faced with the job of persuading n
hostile professors, ministers, editors, PTA presidents, congressm
and other assorted thought leaders of the virtues of the ad business
our usual techniques are not enough?
Is it possible that the classic advertising pattern of a research plan,
a creative plan and a media plan, complete with all the paraphernalia
of sound films and canned speeches just wont work?
I ask these questions because, in trying to prepare for the cross
fire which Ernie Jones and I will face at Marquette on Thursday,
have been struck by two things:
1 ) Very little of what admen have already said on the subj
seems of much value for this kind of direct, personal confrontation
2) Ernie and I will stand or fall (and I think there's a go
chance we'll get creamed) solely on the basis of the light, heat an
power we as individuals can bring to the discussion.
One thing seems certain — we shall, both of us, learn a great d
And I wonder if that isn't really the key to the problem of indus-
tr\ public relations, not only in advertising, but in broadcasting and
every other business.
What's heeded is not so much an elaborate program put together
by p.r. professionals, and containing blue prints for attitude re-
search, little magazines to go out to opinion makers, seminars, con-
ferences, contacts with "influential publications" together with a
snow storm of brochures, and pamphlets and presentations.
What advertising needs, what broadcasting needs, is a greatly in-
creased number of individuals who have studied what our critics are
sa\ ing, who have learned through perhaps bitter experience how to
stand up and talk to them, and who are willing to stick their necks
out in any kind of company and say what they believe.
All of which, I'm afraid, sounds as if I thought Ernie and I were
a couple of little tin heroes for appearing at Marquette.
1 don't mean that, of course. I do mean that it is the kind of
challenging experience which many, many more advertising men
should have. Em looking forward to it very much.
SPONSOR
23 APRIL
1962
^
IOAC
Continued from page 43)
bur messages with continuous text of
iO or more words is accepted where
■ me is available. An advertiser can
Jet a 10% discount for quantity.
"The advertiser's announcement is
[jot broadcast at the same time on
oth channels," says Ascoli. "At the
resent time an advertiser must buy
ume on both channels, but we hope
5 develop a plan in the future for
ponsors who are interested in just
ne channel."
Approximately 40 seconds during
|ny 10 minutes of programing on
ach channel is available for commer-
ial messages.
Rates for the announcements are
■ased on 26- and 52-week contracts,
late plan A gives the advertiser two
one on each channel) 15-second
pots per flight at approximately
2,600 for 26 weeks. Rate plan B
provides the same number of an-
louncements per flight, for 52 weeks,
t a cost of approximately $5,000.
On the New York-London runs
'iow using Hi-Fli, BOAC says it runs
,0 flights per week, using 16 jet
'•lanes. After installing the system on
ill its jet routes, the airline hopes to
xpand it to associated carriers such
is Qantas and Air India.
Individual Programmes, in cooper-
ation with Airads (International)
Ad., a sister corporation, is now in
he process of interesting other air-
ines in the new medium.
Hi-Fli was technically developed by
Jec-test, an engineering firm affilated
vith both Airads and Individual Pro-
grammes. The channels used are very
ligh frequency am bands which
ransmit signals throughout the plane
iind for 20 feet outside the craft. As-
coli, president of all three firms, re-
jorts that operation of Hi-Fli was
started after approval from aeronau-
ics authorities in the U.S. and Brit-
sh governments. The British Air
Registration Board and the U.S. Civil
\eronautics Board examined the
;quipment to determine whether it
vould interfere with aircraft controls.
;7CC approval was dependent upon
he condition that the broadcasts
vould not interfere with broadcasts
rom other sources.
' According to BOAC, the programs
ire tuned in by at least half the pas-
sengers at any one time. Individual
iProgrammes reports that commercial
i ime is 50% sold. ^
WAVE-TV gives you
28.8% more MOTORISTS
— 28.8% more viewers, minimum !
Since Nov.-Dec., 1957, NSI Reports have never
given WAVE-TV less than 28.8% more viewers
than Station B in the average quarter-hour of
any average week!
And the superiority during those years has
gone as high as 63.6% more viewers!
More viewers = more impressions = more sales!
Ask Katz for the complete story.
CHANNEL 3 • MAXIMUM POWER
NBC • LOUISVILLE
The Katz Agency, National Representatives
SPONSOR
23 april 1962
55
m
* Q Ckty waifl (^0u look at it...
Picture stories come to life on
Scotch" brand Live-Action Video Tape!
The same vivid sense of "it's happening now"
that makes a video taped drama grip the viewer's
attention, works for added believability in com-
mercials carried on "Scotch" brand Video Tape !
The reason for this exceptional sense of "pres-
ence": compatibility of picture source and the
picture itself. Both are electronic and give the
viewer an image that involves no compromise.
For black and white tv, "Scotch" Video Tape
provides a wide, expanded gray scale for gradual
transitions from absolute black to absolute white.
For color, the superior picture quality of video
tape is even greater. Highest fidelity sound adds
to the true-to-life impression. And the sharp video
tape original can be duplicated with excellent
copies or with kines made from the master tape.
Tape has many favorable facets for the pro-
ducer of network shows, for the advertiser and
agency making commercials, for local program-
ming and closed circuit applications. Immediate
playback means mistakes can be spotted and cor-
rected at once. An almost limitless number of
special effects can be achieved instantly by push-
button; others are done relatively easily, and
never involve lab work and the long wait.
"Techniques of Editing Video Tape" is the
name of a booklet that offers a sampling of ideas
used by video tape editors to build shows from
tapes, create special effects . . . tells of techniques
that make editing easier. It's free . . . just write,
Magnetic Products Division, 3M Company,
Dept. MCK-42, St. Paul 1, Minn.
"SCOTCH ' A
TRADEMARK!
TURING CO
PARK -
ONTARIO. ©1962, 3H CO.
he plaio design are re<-,,stfred
Minnesota minin ■ & manufac
0aul i minnesota export 99
in canada london
magnetic Products Division
3m
U COmPANY
56
SPONSOR • 23 APRIL 1962
u
23 APRIL 1962
Copyrloht 1MB
SPONSOR
PUBLICATIONS INC.
Whafs happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
The Justice Department suit against CBS, attacking the legality of that net-
work's new affiliate compensation plan, ties in rather neatly with the FCC proceed-
ings on network option time.
The plain fact is that Justice has waited to charge option time with similar illegality
until the FCC has had a chance to reach its own decision.
Thus the antitrust suit against CBS actually amounts to an assault against all net-
works. This was also true of the side issue raised in the Justice Department suit against NBC
over the NBC-Westinghouse sale-trade of Cleveland and Philadelphia stations. The side issue
turned out to be the only one actually litigated, since, when NBC lost, it quickly accepted a
consent decree covering the issues of the case.
It was also this issue that sets the stage for Justice Department prosecution of CBS in
this case. The issue which went to the Supreme Court for decision was whether Justice could
attack a practice which had the approval of the FCC — involving the "expert agency" doctrine.
The FCC joined with Justice to deny that the FCC is expert on antitrust matters, and
Supreme Court agreement opened the way for Justice to act in all future cases.
The CBS plan was attacked before the FCC as a substitute for network option
time. This the network denied. However, Justice is trying to establish in the courts that
it is.
There have been rumors that one commissioner will change his vote so that the new vote,
when it comes, will still retain network option time by a margin of one. However, this
time the FCC specifically excluded the question of legality under the antitrust laws. Even if
the rumors should prove to be true, and they have never been proven, it is quite clear that
FCC approval would almost immediately be followed by a Justice Department assault
in the courts.
The daytime-only broadcasters may lose their newest bid for longer operating
hours in a very curious way.
Prior to this year the daytimers were on the offensive for minimum 6 a.m. to 6 p.m. oper-
ating hours. Then a couple of months ago the FCC on the petition of Storer Broadcasting
instituted rulemaking looking toward withdrawal of present permission under specific circum-
stances to operate from 4 a.m.
It appears that the FCC will compromise on dropping the Storer idea, and that the
"compromise" will insure against Congressional action this year. The only drawback for
the daytimers is that the compromise would leave them exactly where they were in the first place.
How about sponsored programs when the system of international tv by space
satellite is in commercial operation?
Many American companies which are interested in exports would be interested. Many more
foreign companies would like to beam messages to the U.S. where tv set saturation is almost
complete.
The surprising fact is that nobody in authority has even thought of space commercials.
The first experimental satellite is expected to be in the air by the end of next
month. However, Congressional disagreements and asserted partial jurisdiction by five sep-
arate Congressional Committees makes the day of full commercial operation appear
somewhat more remote. Still it is surprising that the only thought thus far has been toward
U.S. Information Agency use.
(Please turn to page 59)
PONSOR • 23 APRIL 1962
57
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
23 APRIL 1962
CwyriiM imi
SPONSOR
PUBLICATIONS INC.
58
There's another windfall for spot from Billy Graham who's scouting every tv
market for five consecutive one-hour clearances in prime time.
The Graham series is deemed by some stations a good deal: he'll pay full card hour-
ly rates.
Agency Walter F. Bennett is encountering no small amount of difficulty in clear-
ances, however, because (1) lots of stations don't accept paid religious programs, (2) net-
work affiliates can't clear the five consecutive prime-time hours, (3) the programs will
all be on tape (taping takes place the last week in May during a Graham crusade in Chica-
go) and several stations that can hurdle the other conditions are being by -passed because
they lack facilities.
Whatever the final market List, it's sure to be substantial, with the five programs begin-
ning on 25 June. Buyer is Jane Gunther.
Radio station registers are ringing up about half a million dollars from that
General Motors Guardian Maintenance personality-backed campaign which gets
rolling next month.
Newest sales spokesman for GM's service section is Stan Freberg and his 60-second
messages will alternate with those in a talent roster which already includes Bob and Ray,
Edgar Bergen and Charley McCarthy and the Answer Man, among others.
The 13- week campaign is slated for 158 stations in 95 markets, out of D. P. Brother
and this above and beyond GMAC's 130-station radio splurge out of Campbell-Ewald re-
ported here last week.
If you notice a subtle change in the atmosphere at several of the leading radio
rep firms, it's not all attributable to spring fever: It's more likely that they've been
adding up the accounts which have swung over to year-long committments in spot
and found the list a good deal longer than at last count.
Some of the new names on the 52-week list: R. J. Reynolds, Philip Morris, Sterling
Drug, Bufferin, Bayer Aspirin, P. Lorillard. American Tobacco is in for the long
haul with a corporate buy which includes Tareyton, Pall Mall and Lucky and, adding some
icing on the cake, Pall Mall is in maj or markets on its own for 52 weeks.
It's becoming increasingly harder, as spot tv becomes more and more of a
short term business on the ordering end, to predict the billings balance very far
in advance.
This circumstance has resulted in a specially pleasant surprise for spot tv sellers of
the crystal-ball-reading bent who bode a sluggish month of April. As it turns out,
this April opened with a bang which will probably sail spot through the entire spring and
may even carry over into the summertime.
For details of the big orders which passed over the counter last week contributing to
the bullish outlook, and other spot activity, see items below.
SPOT TV BUYS
Busch Bavarian is expanding markets into new areas, including Tennessee, Georgia, and
South Carolina. They're using nighttime minutes for product introduction, with substantial
budgets. However, BB is cutting back to I.D.'s for summer in other markets. Gardner St.
Louis is the agency.
International Shoe is buying now for the fall, with the campaign to start mid-August. Some
SPONSOR • 23 APRIL 1962
I
SPOT-SCOPE continued
70 markets are involved, for a minimum of two and a maximum of four-week schedules using
minutes in top kid shows. Agency: Krupnick. Buyer: Peggy Pautler.
General Mills is using a flock of minutes in kids and adult time on behalf of Cheerios.
Campaign began yesterday (22) and will run for six weeks in several major markets.
Agency: Dancer-Fitzgerald-Sample. Buyer: Dave Hanson.
Procter & Gamble is buying for its Zest soap. Its a nighttime minute campaign which will
run through the P&G year in 17 markets. Agency: Benton & Bowles. Buyer: Paul Halpern.
Warner-Lambert schedules for Fizzies kick off on 14 May in 17 markets. Its set to run for
16 weeks using daytime minutes in kid shows. Agency: Lambert & Feasley. Buyer: Jim Watt-
erson.
General Foods is launching a new drive for Yuban Coffee. Time segments are prime and
fringe night minutes, scheduled to start the soonest and continue through the end of next
March. There are some 10 markets involved. Agency: Benton & Bowles. Buyers: Pat Brody
and Tom Fald.
Chun King Foods is activating in 13 markets with 7 May the start date. It's a short-term
flight (2 weeks) using minutes, both day and night. The buying's being done out of BBDO,
Minneapolis and the time buyer is Betty Hitch.
American Oil is going into 15 markets starting the end of the month (30) for a three-week
push. The schedules will consist of minutes and breaks. Agency: D'Arcy. Buyer: Ed Theo-
bald.
Simoniz starts today (23) on behalf of its various automotive products. They're using day
and night minutes and schedules will continue for 10 weeks in selected markets. Agency:
Dancer-Fitzgerald-Sample. Buyer: John Griffin.
Thomas J. Lipton is in for nine weeks on behalf of its Golden Ladle soup, handled out of
Sullivan, Stauffer, Colwell & Bayles. It's a limited-market push, starting 6 May and using
minutes. Buyer: Chuck Woodruff.
SPOT RADIO BUYS
Parker Pen is launching its annual graduation gift promotion via Leo Burnett. It includes
the Blair plan, plus a few extra markets and the campaign, to be aired in a.m. drive times,
begins 7 May for about four weeks. The buyer is Ken Hustel.
Nescafe is going into 25 markets 1 May with a new campaign. Day minutes will be used
for 8 weeks, two to three stations per market. Agency: Wm. Esty, New York. Buyer: Phil
McGibbon.
Champion Sparkplugs is placing a two-week schedule to start 6 May. Drive time minutes
are being bought in 75-100 markets. Agency: JWT, New York. Buyers: Hal Vetman, Eric
Selch.
Humble Oil & Refining Co. is buying weekend minutes in 50-75 markets for a May start.
Schedules will run for 10 to 26 weeks, depending on the market. Agency: McCann-Erick-
son, New York. Buyer: Mike Shor.
Note: Brandon cigarettes, referred to in the 16 April SPOT-SCOPE as a Liggett & Myers
brand, is actually part of the R. J. Reynolds group.
WASHINGTON WEEK (Continued from page 57)
Questioning of key people further reveals the lack of thought given to what could be a
promising new frontier for American business. There is a pretty general recognition of
the fact that commercial programs will be needed. But there is some resistance to the
acceptance of the fact that commercial support will be needed for commercial pro-
grams.
ysor • 23 APRIL 1962
59
23 APRIL 1962
CwyrliM IM1
SPONSOR
PUBLICATIONS INC.
folk
A round-up of trade
trends and tips for admen
SPONSOR HEARS
Two among the very top rung agencies have entered into a no-raiding-of-persoi
nel pact.
How it came about: agency A got wind of agency B's putting out feelers for two <
agency A's superior account men and agency A told agency B if you don't lay off we*
gle out your choice account people for better money bids of our own.
OR
sin
Reps with a flair for tongue in cheek last week charged Compton with crossii
them up on the timing of a procedure.
Target of the jest: the agency issued a cutback on Duncan Hines on Thursday, instea
of holding off until late Friday afternoon, as has been the Compton custom
One of the time barter merchants is offering to sell his packages to agencies
rates that will bring them more than the 15% commission.
His proposition, he tells them, is founded on the premise that an agency merits m<
than the regulation 15% commission for handling a barter schedule.
What he proposes: the agency add 15% to the rate at which the time came at barter
then, in turn, price the time to a client at a level which would provide a healt
enough margin that could be split 50-50 between himself and the agency.
TWA (FC&B) has evolved what might be called an offbeat policy in con nee tic
with sponsorship obligations whenever there's an airlines crash.
The common practice among airlines under such circumstances has been to cancel oi
their air advertising.
But TWA, which has just bought 10 p.m. tv news in New York, Chicago, Los Angeles
San Francisco, will do it differently. In the event of a crash TWA will drop out the bill-
board but let the middle commercial remain as is.
60
Two more of the older line New York agencies have defected from the ranks of
those who have held fast to the buildings in which they started. (There's been a general
flight of the clan to new office structures the past two or three years.)
The latest of these migrants are Foote, Cone & Belding and Kenyon & Eckhardt.
Come next spring they'll abandon 247 Park Ave. for the Pan Am skyscraper ovei
Grand Central station.
But still holding the old fort will be Y&R, JWT, Esty, DFS and BBDO.
Baseball's highcommissioner Ford Frick was the source that flicked the w!
which forced JWT to delete the Rheingold trademark from the page ads it ran t
herald the debut of the N.Y. Mets baseball team, and the broadcast of the game ov<
WOR-TV.
Grouped in this ad were pictures of Miss Rheingold, Casey Stengel and George Wei
manager and president, respectively, of the Mets.
What seemingly stirred Frick's ire (perhaps aggravated by some needling he'd been
getting from Sports Illustrated) was the association in public print of baseball official*
with a beer.
A suspicion at JWT: Ballantine (Esty), which sponsors the Yankee games, had added
its own bit of fuel to the Frick fury.
SPONSOR • 23 APRIL 1962
:
yiORE KANSANS VIEW KTVH THAN ANY OTHER KANSAS TV*
eeney I
I "UJJCU
I* Ellis
Hays a
o Atr>»
„"i-oft Ktiey :-
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oreat D Elrinwood. Chase ° I Galva 0 0 . Hillsboro
Bend / • o o Littlei a
|_oPajvnee/ock_ ' L*ons Rlvet McPherson
"IsTAf/oRD "]Aldeno J Moun(j. |
.Urnedl / | l^fUllJstfaSL- -I^L? ! , Peatlody
I / I RENO • BuhleTo J HARVEY o Hesston I -,.,.!
I I I Nickerson I Newton I-
■ Burrton
o
Burlint
UYON
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• Halstead | Wh,,e
S. Hutchinson |r , ,f
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Americus
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Hartford
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no iMulUnvM* HaV"and!
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KINGMAN I Garden
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Cunningham i>>.
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* i Clearwater o Mulyrfne . o Douglsfc
Norwich o ' 7~~* — ' T .
' SUMNER R«f1e Piame ' COWLEY
no ^^"^ o | _/<$ Burden
magpfb"- — ^nnnr a Sennas i °Uda;
KANSAS
J Hardtnef o
Kiowa |
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Harper | oArgonia
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GRADE B
>pnngs
Oxford
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Can
3IG MARKET/BIG COVERAGE
»il, cattle, industry, and agriculture bring diversified economy to one of America's most
.rosperous areas. Within this rich area, the BIG 100% UNDUPLICATED COVERAGE of
TVH delivers 290,000 TV families with an estimated $1,500,000,000 buying power -
ut most important, these are Kansas families viewing TV programmed for Kansans.
nly KTVH delivers 100% Kansas coverage of this rich Central Kansas area of Wichita,
utchinson, plus 13 other important communities. To sell Kansas... buy KTVH!
KTVH
THE WICHITA-HUTCHINSON STATION
Nielsen, February 1961
BLAIR TELEVISION ASSOCIATES
National Representatives
KANSAS
'ONSOR • 23 APRIL 1962
61
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Rudderless in the race for ratings and readership? V< 0
wonder. Sterile statistics are all too often nothing mr» rcoi
than a weasel hiding under a hedge. Rating points nc
readership scores don't necessarily mean your cjj^cttw
product is going to move from the shelves. This is w
Approved Outdoor comes in. Of the 1500 advertising
sages a shopper is exposed to daily, the biggest, most
ful, and closest to the store is delivered by Out
Because it is positioned just three minutes from the
62 sponsor • 23 APRIL K
message is worth vastly more to your clients! And OUTDOOR Jk ADVERTISING
:door continues to confront the shopper with "preferred
ition" for 30 days, repeating your idea to every passing
aspect twenty-one times per month! Why has the smart
Tney moved into Approved Outdoor? Because Outdoor
'fches more people, more often at less cost than most
pnary media. Ask your Outdoor advertising representa-
tb or your local plant operator to steer you out of the
•ttistical sea and into the shopping wagon with Outdoor!
ponsor • 23 april 1962 63
SPONSOR
WEEK
WRAP-UP
WRIT
(Continued from page 8, Col. 3)
It's understood that ABC was dis-
satisfied with clearance arrange-
ments on WISN. It's believed that
the announcement, some five months
in advance, will allow WRIT to make
preparations, while permitting exist-
ing contracts to run out on WISN.
WRIT recently revised its format,
adding more local and regional news,
hour-long music segments, and Com-
mand Performance, a Balaban-pro-
duced feature presenting full length
Broadway shows.
Advertisers
The industry will have its eye on
Schick's new marketing program
which may lead to a reorganization
of the shaver firm's tv advertising
from a network emphasis to spot.
Schick, which has been selling di-
rect to retailers, has appointed 122
distributors in 35 states and the Dis-
trict of Columbia to service dealers
in their areas.
Network radio will be the focal point
of the largest spring-summer push
ever scheduled by the Thos. D. Rich-
ardson Co., Philadelphia.
HOBO KELLY, star of WTVH-TV, Peoria, show wades through stacks
of mail for 'All American' promotion. Winners of word game which
described McDonalds stamps got original issue Project Mercury stamp
GOLDEN EAR Award from Muzak is presented to John Fetzer,
Michigan broadcaster and owner of the Detroit Tigers by NAB exec,
v.p. Vincent Wasilewski. FCC Commissioner Robert E. Lee (extreme
I) and Muzak pres. Charles Cowley look on. Lee addressed the group
FALL sponsorship plans for 'CBS Reports' discussed by exec. prod.
Fred Friendly, Jack Leener (Tidewater Oil), Sherm McQueen (FC&B)
SLl(_K LHILKS surround WTVJ, Miami, personality Chuck Zink, who
seems inclined to cast a vote for each of the girls, competing on the
'Late Show' to reign as hostess of the Miss Universe Pageant in July
64
SPONSOR
23 APRIL 1962
ABC's "Flair" is scheduled for 13
weeks to advertise after dinner
mints, party jellies, pastel mints and
party patties.
Agency is The Buckley Organiza-
tion.
Campaign's: Armstrong Cork's annual
salute to the soft drink industry via
its CBS TV Circle Theatre will be in
the form of four 75-second announce-
ments at the opening of the show on
23 May, 4 July, 1 August, and 29
August . . . Campbell Soup will in-
troduce two new soups (Cheddar
Cheese and Split Pea with Ham)
with a saturation campaign which
includes day and night network tv
and spot in selected markets.
PEOPLE ON THE MOVE: Leon N.
Papernow to vice president in charge
of operations at H&B American
Corp. . . . W. R. Hemrich to advertis-
ing manager of Food Casings, Visk-
ing Co. division of Union Carbide
. . . Jan Schultz to assistant director
of advertising at Alberto-Culver . . .
C. Gus Grant to the newly-created
post of vice president of marketing
for Ampex Corp . . . Edgar M. Cull-
man to chairman of the newly-cre-
ated executive committee of General
Cigar . . . William W. Prout to direc-
tor of promotion services at Lever
Brothers.
Agencies
A new agency has set up shop, spe-
cializing in advertising and PR for
Pepsi-Cola bottlers throughout New
York State.
Everett L. Thompson Co., located
in Buffalo, hopes to provide uniform
promotional programs for the bot-
tlers, many of whom Thompson has
serviced individually during his ad-
vertising career.
Agency appointments: The Eden Co.
to the Rumrill Co. . . . Crown Zeller-
bach Corp. (Newsprint and Magazine
Printing divisions) and Lane Maga-
TEMPERATURE rose when zany comedienne Carol Channing was
'weather girl for a day' on WSUN-TV, St. Petersburg. In town for
a two-night stand, Carol stunned more than one meteorologist
PRE-EASTER 'miracle' took place on WTAE-TV, Pittsburgh, where
for 10 days an egg-filled incubator was part of the mid-morning
Jean Connelly Show. Both on-the-air and off-air arrivals were given
to Charles Koester, host of WTAE's Tri-State Farmer' Show
FAMILY PORTRAIT — A Blair family reunion during the open house at the John Blair Build-
ing in Chicago brought together (l-r) Blake Blair, treas. of the Blair Companies; Elizabeth
P. Blair, mother of the Blair brothers; Mrs. John P. Blair; John P. Blair, pres. of the firm
HOSTESSES from Cellomatic, the audio-
visual division of Screen Gems, flank Ewell
K. Jett, v.p. and gen. mgr. of WMAR-TV,
Baltimore, in front of the Cellomobile trail-
er in Chicago during the NAB Convention
SPONSOR
23 april 1962
65
zine ('Sunset' magazine) to Dancer-
Fitzgerald-Sample from Gene K.
Walker Co. . . . Ideal Toy's new Book
of Knowledge Educator Toys ($250,-
000) to Grey and ITC Modelcraft
($250,000) to Smith/ Greenland, from
Grey . . . Armour to Fuller & Smith &
Ross, Chicago for its Miss Wisconsin
cheese . . . Cranson Rambler of
Washington to Leon Shaffer Goldnick
Advertising, Baltimore.
New quarters.- Erwin Wasey, Ruth-
rauff & Ryan has established its
Central Division headquarters in Chi-
cago, effective with the move to the
Wrigley Building . . . Botsford, Con-
stantine & Gardner has moved to
new offices in the Pomeroy Building
at 755 Sansome Street, San Fran-
cisco.
Top brass moves: Robert R. Burton
to executive vice president and gen-
eral manager of the Chicago office
of Campbell-Mithun.
IT'S HAPPENING!
J/ \k jsk. _sk_ 2k. ^k. ±k ^k. ^k. ^k. ^k. ^- ^k. ^k. ^k. ^l ^k. ±k- ^k. ±k-
"7|c t|v 7|v Tfr Tfr yfz ^fr ^ ^T^" ^ ~^ 'F 'F ^ 'F ^F ^F ^F ^F ^F
HOOPER DOUBLED!!
PULSE UP 50% tbur!pnleesds !
? 1 11 ST 01 T
Forward <S upward
XXXXXXXXXXXXXXXXXXXXXXXXXX If I M, It X4.XXXXXXXXXX.I..L.I
LXXXXXXXXX
1
l h
ER • BEVERLY HILTON • FULLER PAINTS • FALSTAFF . GENERAL TIRE • CHEVROLET
j. j. j. j. 4. + + + + + — 4. + +^trx ..LNDALE FEOERAL • THRiFTY ORUG ■ HIRES • LUCKY LAGER ■ RAYCO • MARTIN MOTORS
xxxxxxxxxxxxxxxx 3UDWEISER • MGM ■ T '-R PAN • SCHICK • BARKER BROS. • VIC TANNY'S
■ FOREMOST 0» ■ ' HACCO • P. S. A
MRS. CUBBISON ■ FORD DEALERS • HOLIDAY TRAVEL -ST • FjSHER BODY
BON AMI • RICHFIELD • LESLIE c — 4 POWER DEPT. . RCA
SIMPSON BUICK ■ PLUS PRODUCTS INTERNATIONAL C'RCUS CBS-TV
VICE PRESIDENT IN
CHARGE OF SALES
6363 SUNSET BLVD.
HOLLYWOOD 28**
CALIF. » HO 2-7271
REPRESENTED NATIONALLY by
EDMUND PETRY 8, CO.. INC.
XXX xxxxxxxxxxxxx
HALL BDCSTG. CO.
M. W. PAUL. PRES.
New v.p.'s: Harry J. Lazarus at Geyer,
Morey, Madden & Ballard, Western
division . . . John R. Bassett and D.
Reynolds Moore at SSC&B . . . Gene
K. Walker at Dancer-Fitzgerald-Sam-
ple, San Francisco . . . Howard Eaton
at Grey for programing in the broad-
cast department . . . Robert E. East-
right at Gardner . . . Elliott Detchon
and Ray Marcus at Ogilvy, Benson &
Mather . . . Alfred W. de Jonge for
international operations at Benton
& Bowles.
Obit: T. Hart Anderson Jr., marketing
consultant and former board chair-
man of Anderson & Cairns, died re-
cently of a heart attack.
Associations
In what sounded like a post script
to his aggressive speech to the FCC
at the NAB convention, NAB presi-
dent LeRoy Collins enlisted adver-
tiser support to help avoid govern-
ment interference.
Addressing the second annual
Mid-South Advertising Institute in
Memphis, Collins urged advertisers
to, in effect, not tempt stations to
defy the code in regard to objection-
able copy, etc.
The Maryland-D. C. Broadcasters'
Assn. has awarded its $1,000 Scholar-
ship Award, presented every two
years to a deserving graduating high
school senior desiring a broadcast-
ing career.
Winner is 17-year old Ellsworth M.
Lutz, Jr., who got the scholarship in
a special ceremony at WFBR, Balti-
more, with Assn. president Robert
B. Jones, Jr., participating.
TV Stations
KRNT-TV, Des Moines is turning the
tables on traditional tv reporting in
presenting an across-the-board news
show about the tv industry itself.
Called "TV News with Dick Eaton,"
the 5:40-5:45 p.m. strip will include:
material off the news wires, TWX's
and releases from the CBS Press In-
formation Office, items about the sta-
tion's schedule, special features and
guest stars.
66
SPONSOR
23 april 1962
What to do with the sometimes un-
sold segment of a 40-second chain-
break, a problem common to many
stations, has evoked an unusual so-
lution at WNBC-TV, New York.
When a 20-second and a 10-sec-
ond announcement are sold, the sta-
tion, rather than slipping in a sta-
tion or program promo which might
lead to charges of triple spotting,
runs one in a series of animated
musical interludes.
The 10-second I.D.'s are color
adaptations of New York scenes, fully
orchestrated with the NBC theme
and with the I.D. information in the
final four seconds of video.
In addition to a special award to
FCC chairman Newton Minow for
"rescuing the wasteland from the
cowboys and private eyes," the
George Foster Peabody Awards last
week went to:
• KSL-TV, Salt Lake City, for pub-
lic service ("Let Freedom Ring").
• Capital Cities Broadcasting for
"Verdict for Tomorrow: The Eich-
mann Trial on Television."
• WRUL, New York, for coverage
of UN General Assembly proceedings
in English and Spanish.
• WFMT, Chicago, for its "Fine
Arts Entertainment."
Sports sale: The 25 baseball warm-
ups preceding the Pittsburgh Pirates
games on KDKA-TV to Western
Pennsylvania Volkswagon Dealers
Assn. and R. J. Reynolds.
Tips from TvB: In a special folder
issued last week, the bureau advises
on eight ways for the local adver-
tiser to tie in with Brand Names
Week, 17-27 May.
Kudos: KIRO-TV, Seattle, has been
presented a 1962 Award of Merit for
outstanding and impartial journalism
and religious news coverage on be-
half of all faiths by the National
Religious Publicity Council.
PEOPLE ON THE MOVE: Thomas A.
Welstead to general manager and
Lin Mason to program director at
WLBW-TV, Miami . . . Bennet H. Korn
to president of Metropolitan Broad-
casting Television . . . John Hopkins
to president and general manager of
KCOP, Los Angeles . . . James L.
Ritter to station manager, Al Saucier
to local sales manager, Bob Wallis
to sales promotion director, Bob
Brock and Russell Barnett to sales
representatives at WTVW, Evansville.
Radio Stations
For the Greater Philadelphia radio
market the current four-week cam-
paign by the Dodge line has turned
out to be quite a windfall.
The splurge for radio alone came
to $40,000, half of it through the
Dodge Dealers Association and the
remainder from the Dodge Division
itself.
Another $10,000 was spent on tv
by the dealers' group, also within
the same period.
Both factory schedules were
placed through BBDO, New York.
Thirteen stations represented by
Feltis/Dove/Cannon have formed a
regional network for multiple-station
purchase in Idaho.
Known as "Idaho Empire," the
group plans to expand to other sta-
tions in the state.
Storer Broadcasting more than dou-
bled its net earnings for the first
quarter ended 31 March, compared
with the like period last year.
Income rose from $1,055,418 to
$2,151,596. Included in the 1962 fig-
ure was a capital gain of $912,969
resulting from the sale of WWVA,
Wheeling. Other highlights of the
financial report:
• Per share earnings were 88 cents
for the first 1962 quarter vs. 43 cents
for the 1961 period.
• Gross broadcast revenues were
20% above the 1961 quarter.
Ideas at Work: It was ladies day at
WDEE, New Haven-Hamden recently
when all programs were "manned"
by the wives (or in the case of
bachelor Bob Scott, mothers) of reg-
ular staffers . . . KMOX sponsored a
breakfast which launched the 4th
annual Food Brokers Week in St.
Louis . . . WFAA, Dallas listeners will
have a chance to see what radio
sound looks like during a 10-day
electronic display in Wynnewood
Village shopping center where danc-
ing lights will translate the sounds
. . . WJRZ, Newark broadcast an edi-
torial urging New Yorkers to join the
age-21 liquor minimum bandwagon
now moving into action in five ad-
joining states . . . WEEI, Boston will
give away 190 prizes worth a total of
$59,000 in its "What's the Show"
contest which runs through 9 May.
Entry blanks feature pictures of 20
station personalities and entrants
must fill in the exact name of each
of their radio shows and choose their
favorite, giving reasons in 25 words
or less . . . WGAR, Cleveland early-
morning (6-6:05 a.m.) man Tom
Christen made one announcement
per morning for six days offering a
free booklet on Lawn Care and got
1,030 requests from early risers.
Kudos: To WCOP, Boston, awarded
the Citation of Merit of the Muscular
Dystrophy Associations of America.
WTRF-TV Ioard
PAY THRU THE NOSE! Strange,
if you're a snuff salesman,
you're admired for putting
your business in everybody's
nose! If you're a perfume au-
thority, you're in demand for
vice versa Ordinary folks can't
do either!
"TV Rep?
wtrf-tv Wheeling
FASHION SHOWS! It takes a lot more than
nerve to wear a strapless dress or gown! Cuts
help!
Wheeling wtrf-tv
COST OF LIVING may be high but it's sure
worth it1
wtrf-tv Wheeling
TEXAS RANCHER! The wealthy Texan's wife
lost control of her car and smashed into ten
others before stopping. No lawsuits, though,
it happened in her own garage.
wtrf-tv Wheeling
TAXES RANGERS! Internal Revenue Agents
saddled and rode the big salaried Western
stars for the round-up of their annual haul
of fame Now? . . . low morale in the old
corral!
Wheeling wtrf-tv
RECIPE FOR GOOD MIXING! Best way to
make a tomato cordial? Buy her a drink!
wtrf-tv Wheeling
SUBTLE SEVERENCE! The network sent the
sick comedian a get-well card and paid him
off with Blue Cross!
Wheeling wtrf-tv
.TWIST? All it does is put the E back in
-motion!
wtrf-tv Wheeling
*BLAST OF THE BIG VENDORS! Rep George
P. Hollingbery has all the good reasons why
your next advertising schedule should include
WTRF-TV. The big'seven set'set on seven will
get your go-buy loud and clear! Ask George
for your frameable WTReffigies, our Adworld
Zoomar Series!
CHANNEL
SEVEN
WHEELING,
WEST VIRGINIA
SPONSOR
23 APRIL 1962
67
Fm
Reflecting the rapid expansion of
stereocasting by fm stations, the
NAB will, for the first time, make its
Radio Month jingles available in
stereo as well as monaural record-
ings.
Two-track stereo tapes of the jin-
gles will be sent upon request to
any NAB fm radio member equipped
for stereocasting.
A firm 52-week contract from Pat-
ton's Markets for the midnite-6 a.m.
"Stereo 'til Dawn Show" was a wind-
fall for KGGK, Los Angeles.
The station has gone on a full-
time 24 hour a day stereo multiplex
operation, claiming to be the first in
Los Angeles to do so.
Networks
ABC TV daytime seems to be corner-
ing the appliance market. It now
boasts three of the industry's ma-
jors with sizeable participations in
Cuisine Exquise . . . Dans
Une Atmosphere Elegante
575 Park Avenue at 63rd St
NEW YORK
Lunch and Dinner Reservations
Michel : TEmpleton 8-6490
the daytime line-up.
Latest buyer is Gibson Refrigera-
tor (Creative Group) who's got five
minutes a week for 13 weeks. Gib-
son joins a roster which already in-
cludes Philco (four minutes a week
for 10 weeks) and Proctor (10 min-
utes a week in five-week flights).
It's not so much the personalities
in the news as the personality who
presents the news that attracts the
tv audience, or so it would seem
from a recent ABC TV rating report.
"ABC Evening Report," after the
second week of Ron Cochran's take
over as anchor man, was reaching
47% more homes in the New York
Metropolitan area than it did during
the four weeks prior to Cochran's
joining the program. Its share of
audience went up 63% in the same
time.
Source: the Nielsen Station Index
for New York.
Sales: Nine current NBC TV day-
time shows for the third quarter to
S. C. Johnson (FC&B), Norwich
Pharmacal (B&B) and P&G (Comp-
ton) . . . "The Bullwinkle Show" to
General Mills (D-F-S) and Emenee
Industries (Abco Advertising) for the
fall . . . Participation in eight cur-
rent NBC TV nighttimers to P&G
(B&B) and three nighttimers to Can-
ada Dry (J. M. Mathes) for the third
quarter . . . ABC TV's special "60
Hours to the Moon," on 29 April
(7:30-8:30 p.m.) to Olin Mathieson
Chemical Corp.
Kudos: Three NBC TV programs hon-
ored by the Saturday Review's 1962
Awards Committee for "distinguished
achievement in the public interest
were "The Huntley-Brinkley Report,"
"NBC White Paper" and "Hallmark
Hall of Fame." . . Copping coveted
George Foster Peabody Awards were
"David Brinkley's Journal," NBC TV
(tv news), "The Bob Newhart Show,"
NBC TV (entertainment), "Vincent
Van Gogh: A Self-Portrait," NBC TV
(tv education), "Expedition!", ABC
TV (tv children's show), Walter Lip-
mann and CBS TV (contribution to
international understanding), and
CBS's Fred Friendly (special award).
Representatives
Some of the rep organizations were
pretty busy last week processing a
rush of business spurred by the De-
troit newspaper strike.
The greater part of this flow of
orders was for radio.
(For a note on how one of the De-
troit stations expanded its daily
news schedule to fill in the news-
print void see Public Service in
WRAP-UP.)
There was a jolt in Chicago last week
on the personnel front: J. R. Fish-
burn, who's been national sales co-
ordinator for Metropolitan Broad-
cast Sales resigned because of "pol-
icy differences" with management.
Fishburn, who's been with Metro-
politan for four years, was formerly
with Simmons, Petry, Walker, and
Rambeau rep firms, all in Chicago.
He's not yet announced future
plans.
George R. Swearingen has opened
his own rep firm in Atlanta to han-
dle selected Southern radio and tv
stations.
Manager of the CBS TV Spot Sales
office in Atlanta until it was moved
to St. Louis, and previously man-
ager of the network's radio station
group in the same city, Swearingen
has long experience in the Atlanta
area.
His offices are located at 406
Henry Grady Bldg.
Congressman Walter Rogers will be
the featured speaker at the SRA's
fifth annual Awards Luncheon 10
May at New York's Waldorf-Astoria.
In addition to the talk by Rogers,
influential member of the House In-
terstate & Foreign Commerce Com-
mittee, the luncheon will be high-
lighted by presentations of the Sil-
ver Nail Timebuyer of the Year
Award and the Gold Key Award for
outstanding leadership in advertis-
ing.
Film
Stan Freberg will talk on "Art for
the Sake of Money" (or "Award win-
Mi
SI'ONSOli
23 april 1962
ners do move merchandise") at the
i 4 May American TV Commercials
Festival at New York's Waldorf
Astoria.
Other highlights of the day include
a two-hour workshop on techniques
in the morning, the presentations to
and showing of the award winners
in 35 product categories during the
formal awards luncheon. John P.
Cunningham, chairman of the coun-
cil of judges, will preside.
Sales: Official Films' "Biography" to
Streitmann Biscuit Co. (Ralph Jones
Co.) for 15 southern markets . . .
King Features' 220 Popeye cartoons
to six more stations bringing the
I total to 125 . . . Jayark Blockbuster
Features to five additional stations
t raising the total markets to 186 .. .
MCA TV's "Checkmate" sold to 11
stations and "Dragnet" to 50.
Public Service
Radio and tv stations in Georgia
contributed public service time val-
ued conservatively at $170,000 in
1961 to support CARE.
This figure represents results of
what may be the most extensive
public service survey conducted on
a state-wide level into contributions
for one organization. The job was
done by the GAB and CARE.
The survey reported contributions
by 60 radio and six tv members
which broadcast 41,553 radio spots,
2,800 tv spots and 2,188 special pro-
grams for CARE.
The estimate is conservative, says
GAB, because not all stations re-
turned their survey cards.
Public Service in Action:
• KEWB, in cooperation with the
San Francisco Lighthouse for the
Blind, is conducting an intensified
campaign to send some 400 Bay
Area youngsters to an educational
camp for the blind this summer. As
part of the campaign, local business,
civic, political and social leaders
have been asked to tape messages
asking community support of the
effort.
• WAST-TV, Albany has, for the
second consecutive year, published
"A History of Community Service."
This year the station has added a
special page which is devoted to its
financial expenditures in this field.
• KDKA, Pittsburgh is distributing
a 16-page booklet containing the
scripts of its recent space series,
"Milestones to Mars." Presented as
five 10-minute features, the series
was a step-by-step account of where
America is going in its space ex-
ploration projects.
• WWJ-TV, Detroit presented a
unique prime-time "Newspaper of
the Air," featuring eight reporters
and editors from the staff of The
Detroit News to fill in during the
newspaper strike in that city.
Equipment
The output of both tv and radio sets
increased in February (over Janu-
ary), according to the latest statis-
tics released by the EIA.
In February, 541,494 tv sets were
produced (vs. 488,869) and 1,464,797
radios (vs. 1,350,630).
The situation on the factory sales
side wasn't quite so good, however,
at least as far as tv tubes are con-
cerned. There were 733,670 tv pic-
ture tubes sold in February vs. 802,-
061 in January but year-to-date to-
tals were ahead: 1,535,731 in '62 vs.
1,436,822 in 1961.
A total of 27,977,000 receiving
tubes were sold in February vs.
29,592,000 in the month before. Cum-
ulative sales for this year totaled
57,569,000 compared with 52,146,000
last year at this time.
The EIA has entered its formal ob-
jection to the Administration's trade
bill which requests authority to re-
duce tariffs by 50% during the next
five years.
Although the association "sup-
ports the broad objectives of the
trade expansion bill," it believes re-
ductions of more than 10% should
not be made in any one year.
Also proposed by EIA to the Ways
and Means Committee: give author-
ity to either the House or Senate to
reject by majority vote proposals by
the President which disregard Tariff
Commission recommendations and
might result in injury to domestic in-
dustry and employment.
The EIA position was outlined by
Robert C. Sprague, chairman of the
EIA Electronic Imports Committee
and board chairman of the Sprague
Electric Co. ^
SPONSOR'S NEW L.A. PAD
The new Los Angeles office of
SPONSOR is now located at 6915
Hollywood Boulevard, Hollywood
28. Suite #315.
Phone: HOIIywood 4-8089.
/
Outstanding exclusive values in broadcast properties
\
This daytime station is ideal for an owner-
operator. Grossing over $100,000 this year. Will
accept a low downpayment of $25,000 and a
long payout.
NORTHWEST
$140,000
An important shipping and rail center is serv-
iced by this fulltime property. Downpayment of
29% and balance on terms.
TEXAS
$160,000
JBLiVCIiB UIv!N & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO ATLANTA BEVERLY HILLS
James W. Blackburn H. W. Cassill Clifford B. Marshall Colin M. Sclph
jack V. Harvey William B. Ryan Stanley Whifaker Calif. Bank Bldg.
Joseph M. Sitrick Hub Jackson Robert M. Baird 9441 Wilshire Blvd.
RCA Building 333 N Michigan Ave John C. Williams Beverly Hills, Calif.
FEderal 3-9270 Chicago, Illinois 1102 Healey Bldg. CRestview 4-2770
Financial 6-6460 JAckson 5-1576
SPONSOR
23 april 1962
69
facts you
should know
about
WTVY
D0THAN, ALA.
TOWER:
\V I \A s new tower i-> the tallest
in Alabama . . . it stands 1209
Eeel above the ground; 1549 feet
above sea level.
POWER:
Operating on Channel 4 with
100,000 w.uis WTVY serves ap-
proximately 200,000 television
homes.
COVERAGE:
In WTVY's coverage area there
is a population <>l 1,062,100 with
261 .700 total homes in the area.
Oin signal (o\cis IS counties—
25 in Georgia, 13 in Alabama
and 10 in Florida. Retail sales in
1959 l>>i \\ I \ \ \ iewers totaled
$824,295,000.
SCHEDULE:
W I \'Y <anics the best of CBS
and ABC programming, plus
main popular 1<« al lealm es.
WTVY
D0THAN, ALA.
Call: THE MEEKER CO., National
Reps; SOUTHEASTERN REPRESENT-
ATIVES, Southern Reps phone 873-
5918, Atlanta; or F. E. BUSBY at
SY 2-3195.
I m # ^s W^
L _ c
:vv_"o
NEWSMAKERS
Robert R. Burton, new executive vice
president and general manager of the 135-
man Chicago office of Campbell-Mithun. is
a 29-year veteran in advertising. Burton,
most recently a senior vice president of
Kemon & Kckhardt in New York, formerly
managed K&E's Chicago office and also
spent several years in Chicago as vice presi-
dent and account supervisor at both Need-
hani. Louis & Broil>\ and Young & Rubicam. Burton started in the
agency business with Gardner in St. Louis in 1933.
Leo V. Collins lias been appointed adver-
tising-promotion director for WXYZ, De-
troit. Collins, who takes over the post for-
rnerlj held b\ Allen Franco, moves to De-
troit from Philadelphia where he has been
audience promotion manager of WCAU for
the past five years. He brings to his new
post a 14-\ear background in advertising
and promotion, having been an agency
eo|i\ writer and an advertising manager in the retail department store
and wholesale appliance fields. Collins attended Temple University.
Howard Eaton is joining Grey Advertis-
ing as vice president for programing in the
broadcast department. Eaton has been at
Lever Bros, for the past five years, first as
broadcast manager and, for the past three
years, as media director. For the five years
prior to his Lever association, Eaton was
with Young & Rubicam in tv programing.
lle"s also been active in the Assn. of Na-
tional Advertisers, serving as chairman of the broadcast committee.
Eaton is current!) a member of the Radio-TV Research Council.
Leo A. Cutman has been appointed ad-
vertising manager for Paramount Pictures
Corp. Gutman has broad experience in
the entertainment field, having most recent-
ly been director of advertising and sales
promotion for Ziv-UA television. Associ-
ated with Ziv for the past 15 years, he
previously operated his own advertising
agency in Cincinnati. Gutman will assume
all responsibility for the administration and creation of Paramount's
advertising program.
70
SPONSOR
23 april 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
Today's profit squeeze, says Dick Cass, tv account executive, Crosley Broad-
casting Corp., Chicago, puts a burden on top management to realize maxi-
mum efficiency for every dollar spent. "How do you advertise new products
in a highly competitive market, and achieve maximum impact and sales on a
limited budget?" are questions he poses for advertisers. Cass cites the ap-
proach now in use by Pure Oil Co. — extensive use of spot tv — to introduce
its new Firebird gasoline regionally. Cass was co-chairman last year of the
Chicago Federated Advertising Club's Workshop on Radio and Tv.
How to get television mileage on a limited budget
I op management today, in a profit squeeze, needs maxi-
mum efficiency for every dollar spent. Crucial questions
are being asked:
1. How do you advertise new products in a highly com-
petitive market and build brand awareness to increase your
share of the market?
2. How can you achieve maximum impact on a limited
budget and still produce maximum sales response?
Advertisers are searching for a marketing tool which
will answer profit problems like these. The Pure Oil Com-
pany recently faced the problem of advertising a new
gasoline with a limited budget against the larger expendi-
tures of competitors. This new "Firebird" gasoline, cre-
ated after five years of research and five million miles of
testing, was introduced this spring with an all-media cam-
paign.
Pure's distribution and sales patterns were unique.
Since they operated in 15 states, their problems were re-
gional. They didn't need the prefabricated campaign of
network television which delivers the same amount of ad-
vertising pressure everywhere. They needed the custom
built flexibility of spot tv delivering varying kinds of pro-
grams and varying amounts of advertising pressure any-
where, in markets and on stations of their own choosing.
In a recent radio/tv workshop session of the Chicago
Federated Advertising Club, students learned more about
Pure's advertising and marketing problems, and especially
how spot tv helped Pure Oil reach large audiences with
maximum impact and low cost. Here's how spot tv went
to work for Pure Oil in one market.
Market flexibility. Pure Oil needed to build brand
awareness fast in terms of its distribution and sales prob-
lems. Cincinnati, Ohio, was an important market for Pure
products. It has a population of one million and $4.5
billion in retail sales. Spot tv's flexibility allowed Pure to
concentrate its advertising pressure in varying amounts
based on this market's potential.
Sight, sound and motion. To do this, Pure had to cap-
ture the drama and excitement of this new product and the
"Firebird"' name. The audio-visual dynamics of spot tv
offered person-to-person salesmanship to stimulate maxi-
mum response to their selling messages.
Intense market coverage. Signals of the Cincinnati tv
stations cover this portion of Pure's market adequately for
day or night. On a weekly basis, each of them delivers
over half a million homes during any week of the year, or
70% of all homes in the market. Besides maintaining
great popularity within the city, their signals extend be-
yond to the suburban and rural areas where Pure's cus-
tomers— the bigger families with the higher incomes — are
found. Here Pure's gasoline sales are concentrated and
thus, their sales messages have maximum impact.
Versatility of programs. Pure's commercials had im-
pact and believability in a wide variety of quality pro-
grams on Cincinnati tv stations. Balanced shows produced
a quality selling image — measuring tv's ability to sell for
Pure Oil. News and weather shows are presented authori-
tatively, staffed by competent newscasters and meteor-
ologists, specialists doing a quality job. Top ABC. CBS.
and NBC tv shows, as well as the best syndicateds, out-
standing features, and popular sports events such as bowl-
ing, boxing, and wrestling, produced top rated adjacencies
for Pure commercials insuring maximum nighttime reach
in different homes.
Spot tv costs less to reach people. Spot tv is the only
major medium which costs less to reach people today com-
pared to 10 or even five years ago. According to a Print-
ers' Ink survey of 1960, the cost of reaching people on tv
declined 40% in the past decade. Thus, spot tv had the
audio-visual impact, and Cincinnati tv stations the cover-
age, to reach the greatest number of Pure's customers and
stimulate maximum response at low cost. ^
SPONSOR
23 april 1962
71
SPONSOR
An apology to Leo Burnett
\ couple of weeks ago, an item in our Sponsor-Week
section noted thai the Burnett agency's hospitality Miite at the
NAM Convention was "far from a total success."
The item was based upon reports from Chicago that the
Burnett suite (firsl agenc) suite ever at the NAM) was un-
marked, unlisted, and that many visitors couldn't find it.
All of which was true, but our story greatly distressed
Burnett media people who tell us that they did have a lot of
traffic in their suite, that they consider it a highly successful
venture, and have received many compliments for it.
We're glad to set the record straight on this, and apologize
to the Burnett company for any embarra-sment our item
may have caused.
At the same time, we do want to raise this question. Why
was Burnett forbidden by NAM and hotel authorities to
put up any signs indicating the location of its suite, and
denied an\ listing on the Convention hoard?
Surely, one of America's great agencie-. and a leading
user of air media deserves more consideration. It smells to
u- like needless, bureaucratic red tape.
A better break for "services"
While we're -till on the suhject of Chicago, we'd like to
bring up the matter of "services."
One important reason why hroadcasters go to an NAM
Coin cut ion is to catch up on hroadcast equipment and
services. The equipment phase is always well handled in
an exhibit hall. Mut "services" are so well hidden that it
would take an early-hird broadcaster with built-in radar
and fatigue-resistance to ferret out and visit all the film and
radio services he'd like to see.
We suggest that the NAM consider a return to the practice
of having a "services" floor at the convention.
We're certain that the present NAM staff, administratively
headed In experienced and capable Gene Revercomb, can
cope with the problem of setting up ground rules for such a
"services" floor and avoiding the honky-tonk practices In
certain exhibitors which marred some earlier convention-.
Such a door would he a great boon to broadcasters.
72
lO SECOND SPOTS
Introduction: Johnny Carson in-
troduced a Park Avenue matron to
an official of the radio and tv actors"
union, to help her organize a charity
affair. "This is Mr. Dennis from
AFTRA."' said Carson. The woman
pushed: "I'm delighted to meet \ou.
I've always wanted to \i-it
country."
your
Dining: Bennett Cerf reports that a
noted agenc\ man visiting Paris this
month turned practical joker and cre-
ated untold havoc at the world-
famous Tour dArgent restaurant,
where pressed duck and exquisite
soup are the specialities de la maison.
Mr. Twombley I his name is changed
since he isn't very proud of his ex-
ploit I was at the restaurant with two
other well-known admen and when
the soup was served, he emptied the
pepper shaker into his portion, tasted
it. coughed ostentatiously, and sum-
moned the proprietor.
"So this is your famous soup," he
scoffed. "It's terrible. Taste it vour-
self." The proprietor sampled the
soup and went into a frenzy. "The
chef has gone mad," he decided. "Let
me make an investigation in the
kitchen." He came back a few mo-
ments later wringing his hands. "It
i- worse than I thought," he said.
"I ve had the whole evening's supply
of soup — enough for two hundred
portions — poured down the drain. I
have discharged the chef who has
been with me 30 years. Can Monsieur
forgive us?"
Somehow the joke had lost its
savour for Twomhley. He fidgeted
through the rest of the dinner, then
squared his shoulders, and confessed.
"I didn t expect the consequences
to be so drastic," he explained. "I
trust you'll rehire the chef, and give
him this $100 traveler's check to
make up for his embarrassment. And
I insist on paying for every portion
of soup poured and thrown away."
The proprietor and chef allowed
themselves to be placated. Twombley
paid the bill, and made for the door,
considerably wiser and infinitely
poorer. As he got into the cab, the
proprietor tugged at his sleeve and
whispered. "Monsieur Twombley, I
saw you empt\ the pepper into the
soup."
SPONSOR
23 m'kil 1902
KRON is
W/W
y/^
fe^
«S^ TX4*lc2JCUZ*CS &*** So&L an K£oM~T)/
KRON -TV
Has been FIRST
70% of the time
Jan.'53-Jan.'62
Source: ARB Reports
S.F. CHRONICLE . NBC AFFILIATE • CHANNEL 4 • PETERS. GRIFFIN. WOODWARD .
111 ''«
Baseball's tfreat center fielder, S. F. Giant Willie Mays, displays
his case and j^raco in robbing another batter of a sure hit. San Fran-
cisco Examiner photographs by Charlie Doherty.
ACTION...
...live and direct. That's
what sports fans associc
San Francisco's
KTVU. San Francisco
Giants baseball, college
basketball, ice hockey,
pro football, wrestling.,
they're all live and direc
on KTVU. Sponsors kncj
KTVU offers still anothel
kind of direct action... tl
immediate buying actioi
of audiences tailor-madtl
for the advertiser's I
product message. Top I
syndicated shows, post
'50 movies, children's
programs, local
productions. Match the I
program to your producj I
and watch sales go. I
The Nation's LEADING
Independent TV Station
KT
CHANNt'
SAN FRANCISCO • OAKLAND
Represented by H-R Television, Inc.
*ECEIVEP
Ap* 3 0 1962
30 APRIL 1962
40c a copy / $8 a year
SPONSOR
HE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
BBDO takes the lid off
its computer plan—
what it requires of re-
search houses, reps,
stations D 27
Revolution in jingle
writing — a report on
today's top creators
and new techniques in
commercials n 32
INTERMOUNTAIN NETWORK
I
covering nearly 6,000,000 people
throughout th^ mountain states,
IS JSTOW REPRESENTED BY
Radio Division
Edward I Petry & I Co., Inc.
The Original Station
Representative
NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT! • LOS ANGELES • SAN FRANCISCO • ST.
LOUIS
KTBS-TV
CHANNEL 3
HAS MORE VIEWERS
THAN ANY OTHER
ARK-LA-TEX STATION
NO MATTER HOW YOU
m it
KTBS-TV CHANNEL 3
ISMIMROMMM
KTBS-TV
CHANNEL 3
TV Home Potential 248,200
Net Weekly Daytime 163,300
Net Weekly Nighttime .... 214,400
Net Weekly Total 227,500
Average Daily Total 153,200
ARB STATION CIRCULATION TOTALS. NOVEMBER. 1961.
STATION
Y
STATION
Z
231,200
226,100
142,200
144,100
200,600
197,900
215,600
211,700
144,800
152,400
SHREVEPORT, LOUISIANA
K
HI h\I/ V(.l M V. i>,
E. Newton Wray. President & Gen Mgr. - Ark La Tex — 66th Ranking Market — ARB 1961
First, Latest . . . and All Ways
WDAF News Director Bill Leeds, left, was the first tie for first, and a second place in five years...
winner of the Earl Godwin Memorial Award, NBC's and it's our goal that WDAF newsman will always
recognition of its top news correspondent of the be in contention. There are 14 more real pro-
year. • WDAF Newsman John Herrington, right, fessionals of the Leeds- Herrington calibre in the
is the most recent winner • Two winners, a Signal Hill newsroom.
WDAF'TYO WDAF'RADIO ©KANSAS CITY ^
In Television: WGR-TV Buffalo Represented by In Radio: KFMB & KFMB-FM San
. WDAF-TV Kansas City . KFMB-TV /^~\/^~~\/^~\ n- *a,^ac: . ,»,r>,c cl, ur
^^„„ * „ , *. ,_, [EdwardYpetry&Yco.inc^ Diego • WDAF & WDAF-FM Kansas
San Diego • KERO-TV Bakersfield \T "K ~K ~)
• WNEP-TV Scranton-Wilkes Barre th.o-,g.n,i station R,p,««ntai„e City . W6R & W6R-FM Buffalo
Symbol of
Service
the Original St
380 MADISON AVENUE •
SPONSOR
30 APRIL 1962
NEW YORK 17. NEW YORK
3
SCOOP!
r
'The Twin Cities' Only
Traffic Report Broadcast
from the Air!
WLOL'S
AIR WATCH
TRAFFIC REPORT
7 to 9 a.m.
4 to 6 p.m.
When Pilot-Announcer Carmen Sylvester
patrols the traffic lanes, your radio an-
nouncements control the driving hours!
RADIO WLOL
MINNEAPOLIS • ST. PAUL
5.000 WATTS around the clock • 1330 kc
LARRY BENTSON, President
Wayne 'Red' Williams, Vice-Pres. & Ccn. Mgr.
Joe Floyd, Vice-Pres.
Represented by AM RADIO SALES
■/;//»!*»■
Midcontinent Broadcasting t.toup
WLOL/am, fm Minneapolis-St. Paul; KELO-LAND
tv and radio Sioux Falls, S. D. ; WKOW am and tv
Madison, Wis.; KSO radio Des Moines
Vol. 16. \o. 18
30 APRIL 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
What BBDO is asking of the industry for its computer*
27 Research houses are asked in create new syndicated services, expand
existing ones; stations to subscribe; new future f<>r media selection
Tip top jingle money makers
32 Level of jingle writing, industr) experts note, i- constantly improving as
advertising agencies are engaging t<>i> rung creative workers in the field
Radio's changing sounds
35 Here are some example- of how radio stations >w itcli program formats j
in the constant battle to win over fickle audiences and advertisers
DCS&S's new buying concept
38 To get more value for client-' dollar-. DCS&S' Mcdiamarkciing learn
observes first-hand, sets new criteria for selecting today's markets
Radio rush in 'Dodge City'
41 Dodge ears return to heav) radio for wildwesl -ell in Philadelphia.
Campaign feature- "Savings Jamboree" direct mail-tie in in area homes]
An agency exec says nets must streamline
42 FC&B's James Beach warn- networks that too main New ^ nrk hand- in
affairs of division clients spoil the hrew ; efficiency would reduce costs
NEWS: Sponsor-Week 7. Sponsor-Scope 19. Sponsor-Week Wrap-l p 52.
Washington Week 55. Spot-Scope 56. Sponsor Hear- 58. Tv and Radio
Newsmakers 64
DEPARTMENTS: Sponsor Backstage 14. 555/5th 16. Time-
buyer's Corner 46. Seller's Viewpoint 65. Sponsor Speak- 66. Ten-Second
Spots 66
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;
senior editor, Jo Ranson; Chicago manager. Given Smart; assistant news
editor. Heyward Ehrlich; associate editors, Mary Lou Ponsell, Jack Undrup,
Mrs. Ruili S. Frank. Jane Pollak; contributing editor, Jack Ansell; columnist,
Joe Csida; art editor, Maurj Kurtz: production editor, Barbara Love; editorial
research. Mrs. Carole Ferster: special projects editor, 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.; production manager, Leonice K. Mertu ji
Circulation: circulation manager. Jack Rayman; John J. Kelly, Mrs.
Lydia Martinez. Sandra Abramouitz, Mrs. Lillian Berkoj.
Administrative: business manager. C. H. Barrie: bookkeeper, Mrs. Sul
Guttman; secretary to the publisher, Charles Wash; George Becker. Michael
(.rocco. Jo (rami. Mrs. Judith Lyons, Mrs. Manuel a Sanlalla, Irene Sulzbach;
reader service, Mrs. Lenore Roland.
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 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfai
2-6528. Los Angeles Office: 6915 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year
Other countries $11 a year. Single copies 40c Printed U.S.A. Published weekly. Second
class postage paid at Baltimore. Md.
SPONSOR • 30 APRIL 1962
How big is the audience
for this kind of excitement?
Rodeos — and we can
prove it — are big for tele-
vision.
Build a show around
the spills and thrills of the
rodeo circuit, put it into the
9 PM spot on Monday night,
following The Rifleman, lead-
ing into Ben Casey . . . and
you're coming on strong.
You're coming on with
Stoney Burke, ABC -TV's
explosive new series.
And your audience is
there. Waiting.
This was abundantly
demonstrated on March 1 1 ,
on ABC's Wide World of
Sports, when the Tucson
Rodeo rode off with a 21.4
rating. Far and away the
No. 1 program for the entire
time period from 5 to6:30PM*
In fact, 50% better than
a sports spectacular on Net
Y at 2:30 to 4 the same
afternoon.
Stoney Burke also comes
on strong with authentic
rodeo sight and sound, with
plenty of story muscle and
with one Jack Lord in the
lead. For this new talent, a
meteoric rise to top TV pop-
ularity, Efrem Zimbalist
and Vince Edwards fashion,
is in the cards.
Whatever it takes to
make it big, Stoney Burke
has it. Big.
COMING ON ABC-TV "STONEY BURKE," STARRING JACK LORD.
♦Source: Nielsen National TV Index, total audience, March 11, 1962.
Maude Adams
ud ie nee
- tA ■ *A>yA:>?A> sAfi ?A«*A<t*^U^1^«i*5^ii?^li^i
The beauty and talent of this great actress
were known everywhere. Despite her fame
in the early 1900s, comparatively few people
were privileged to see her perform. Today,
on WGAL-TV, an outstanding entertainer
•en by countless thousands. Worth-
while programming assures a vast and
loyal audience for WGAL-TV advertisers.
Representative: The MEEKER Company, Inc.
lew York • Chicago • Los Angeles • San Francisco
SPONSOR • 30 APRIL 1962
30 April 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
4 A's CREATIVE CODE
New code adopted covering visuals and tv; PR project
seeks help; international spread of agencies noted
White Sulphur Springs:
The 4 A's last week adopted a new
creative code, replacing one first
adopted in 1924 and last revised in
1956.
The code is extended to cover
visual material as well as copy and
| gets into special problems arising
in tv and areas of "interpretation
and judgment."
The code specifically taboos the
following:
• False or misleading statements
or exaggerations, visual or verbal.
• Testimonials which do not re-
flect the real choice of a competent
witness.
• Comparisons which unfairly dis-
parage a competitive product or
service.
• Claims insufficiently supported,
of which destroy the true meaning
or practicable application of state-
ments made by professional or sci-
entific authority.
• Statements, suggestions or pic-
tures offensive to public decency.
Violators of the code are subject
to possible annulment of member-
ship as provided by Article IV. Sec-
tion 5, of the 4 A's constitution.
The new code was presented by
Alfred J. Seaman, president of
SSC&B, who headed drafting com-
mittee. Its other members were
Guild Copeland, executive v. p. of
L&N, Robert E. Newell, chairman of
C&W, and Jean Wade Rindlaub, v.p.
of BBDO.
The association's work in improv-
ing the public relations of advertis-
ing was reviewed by Arthur H. Tat-
ham, chairman of T-L. David B. Wil-
liams, president of EWR&R, and
Clinton E. Frank, president of Clin-
ton E. Frank, also presented reports.
Frank's committee agreed that a
public relations campaign was be-
yond the power of the association
to undertake alone. The committee
consulted with five other associa-
tions—ANA, ANPA, MPA, NAB, and
OAAA — to explore the possibility of
establishing a special new organiza-
tion for the purpose.
Hill & Knowlton, public relations
counsel for the 4 A's, has taken a
hiatus in their contract until further
progress on a new program is made.
(Continued on page 10, col. 2)
GPs MORTIMER
BLASTS AD CRITICS
General Foods board chairman
Charles G. Mortimer gave the back
of his hand last week to those who
condemn advertising for creating de-
mand for goods and services.
Speaking before the 75th annual
ANPA meeting, Mortimer defended
advertising for being "the beginning
point in the American chain of ac-
tion."
Greater demand increases volume,
lowers unit cost, creates jobs, and
reduces operation costs, he said.
SEALTEST INTO SPOT,
OUT OF NETWORK TV
Sealtest (N. W. Ayer) is not
renewing Bob Newhart on NBC
TV — an ironic development in
the light of his Peabody award.
The story is that Sealtest is
shifting its marketing direction
and is consequently changing
media. Hence, after five years
it's expected to drop network
tv in 1962-63 and to probably
shift its broadcast emphasis on
spot tv and spot radio.
Electric shaver Xmas
network spending starts
Here it's not the end of April yet
and electric shaver sponsors have
already started buying their Christ-
mas spot campaigns.
Remington (Y&R) has ordered 40
spots (estimated value: $1.4 million)
on NBC TV from September to De-
cember, with some business also re-
portedly placed with CBS TV.
Schick is also understood to have
been buying minutes for Christmas
on ABC TV.
Texaco's non-renewal
a surprise to NBC TV
Texaco (B&B) is not picking up its
renewal of the daily Huntley-B'rink-
ley news on NBC TV for fall, but is
staying in tv spot.
NBC TV reportedly asked $6.3 mil-
lion and Texaco offered $5.7 million.
Its failure to renew came to NBC
circles as something of a shock.
SPONSOR
30 april 1962
SP0NS0R-WEEK/30 April 1962
wmmmmamammmmmmmmmmm
4 A's ELECT
NEW OFFICERS
White Sulphur Springs:
New directors and officers of the
4 A's were elected last week in
meetings here.
Marion Harper, Jr., was re-elected
chairman of
the board and
Arthur E. Tat-
ham was re-
elected vice-
chairman.
John E. Hoef-
er was elect-
ed secretary-
Marion Harper, Jr. treasurer.
Harper is chairman of the board
and president of Interpublic Incor-
porated. Tatham is chairman of the
board of Tatham-Laird, Chicago.
H oef er is
president of
Hoefer, Diet-
e r i c h &
Brown, San
Francisco.
The follow-
i n g were
elected direc-
tors - at - large Arthur E. Tatham
for three year terms: Thomas B.
Adams of C-E, Detroit; Philip H.
Schaff, Jr. of Leo Burnett, Chicago,
and D. C. Stewart of K&E, New York.
The following were elected region-
al directors for one year: Eastern re-
gion—H. L. McClinton of RMcC,
Howard G. Axelberg of LNB&L, and
Harold B. Montgomery of A-K; East
Central— John F. Henry of GMM&B;
Central Region — George Bolas of
T-L, and George A. Rink of Earle
Ludgin, and Western Region— John
W. Davis of HC&H.
President-elect John Crichton will
succeed F. R. Gamble in May.
Continuing on the board as di-
rectors-at-large are Charles H. Brow-
er of BBDO, William E. Steers of
DCS&S, Norman H. Strouse of JWT,
Clinton E. Frank of Clinton E. Frank,
Raymond 0. Mithun of C-M, and
David B. Williams of EWR&R.
Tv, radio coverage
of 2nd orbit set
The three t\ networks and
the four radio networks will
pool their resources again for
coverage of the second manned
I . S. orbital flight, expected in
mid-May at Cape Canaveral.
The pooled portion of radio
and tv coverage will be pro-
\ided by NBC News. Pool ar-
rangements were made in New
^ ork last month bv Donald Coe
of ABC. Ernest Leiser of CBS.
Joseph F. Keating of MBS, and
Chet Hagan of NBC.
A unique feature of the tv
coverage will be the use of a
revolutionary space camera,
called the BU-TV scope, which
can televise live pictures of
satellites and missiles being
launched and also while in or-
bit. The giant camera will be
used to show the launching ( it
will be several miles away) and
will also attempt to show the
space craft as it passes over the
southeast in orbit.
BRYLCREEM INTO ABC TV
FOR $4 MIL. NIGHTTIME
Brylcreem (K&E) has bought three
participations a week in four ABC
TV series for 50 weeks in 1962-63.
Estimated cost is $4,750,000. The
four shows are 77 Sunset Strip,
Naked City, Untouchables, and Gal-
lant Man.
NAB asks reversal of
KXTV union decision
The NAB has asked the U. S. Court
of Appeals for the ninth district to
reverse the NLRB decision and rule
to the contrary that two unions were
engaged in an illegal boycott against
station KXTV, Sacramento.
The two unions are AFTRA and
NABET.
The dispute partly concerns sec-
ondary sponsor boycotts.
NBC TV RINGS UP
$14 MIL WEEK
NBC TV sales reports 52 week re-
newal of R. J. Reynolds (Esty) in
Huntley-Brinkley (alternate days) and
sale of approximately 250 other
nighttime minutes for 1962-63 for
the sales week of 16-20 April. Total
estimated value of advance sale was
$7.5 million, plus $6.5 million for the
news sponsors — a total for the week
of $14.0 million.
L&M (JWT) purchased 129 min-
utes, or weekly half hours in Vir-
ginian; U. S. Plywood (K&E) pur-
chased 11 minutes in various shows;
Quaker Oats (JWT), 52 minutes in
International Showtime; Green Giant
(Burnett), 17 minutes in two shows;
and Corning Glass, 3 minutes.
Another advertiser bought 26 min-
utes in a new show, but announce-
ment was withheld until its own
sales personnel could be notified.
Other advance business included
Milton Bradley, 12 minutes in Mc-
Keever & the Colonel; Savings &
Loan Foundation, one-half of the
East-West Game, and Colgate-Palm-
olive, one-fourth of the same event.
Dumas-Milner (Post & Mohr) bought
55 daytime quarter hours for the
current season.
SP
\ C(
James P. Storer
named WJW manager
James P. Storer, assistant general
manager of WJW, Cleveland, has
been appointed general manager ef-
fective 1 May, succeeding James E.
Bailey, veteran Storer Broadcasting
Company executive, who is retiring.
Storer, who became assistant
manager of the radio station this
January, was previously national
sales manager of WIBG, Philadel-
phia, and national sales manager for
radio in the Storer New York offices.
He started in broadcasting in 1950
with WGBS, Miami. He is the son of
Storer board chairman and chief ex-
ecutive, George B. Storer, Sr.
f!
SPONSOR
30 APRIL 1%2
SP0NS0R-WEEK/30 April 1962
sj i-
c
a
I NEW PRODUCT LIST: PRIME TV PROSPECTS
NBC TV research has come up with this extremely valuable list to
[ sellers of tv: products introduced since January and now being test !
| marketed or readied for national distribution.
With the enormous mortality rate of new products due to inadequate [
I consumer acceptance of dealer distribution, tv can offer essential I
I assistance at a crucial stage to infant products like these:
COMPANY
Automotive:
E. I. du Pont
Simoniz
Turtle Wax
Drugs:
AHP-Whitehall
Bristol-Myers/ Grove
Gillette
Lever Bros.
Luden's
Plough
Vick Chemical
Ross Products
Shulton
Upjohn
1 Food:
PRODUCT
"7" Wax Wash
Vista Auto Metal Spray Polish
Chrome Bumper Wax
Painquelizer
*Decongel
*Dura-Med 12 Syrup
Pepsodent Fluoride Toothpaste
Cough Spray
Plen-A-Fruit Cough Drops
*Activ-Age Multi-Vitamin
Vibra-Dent Electric Toothbrush
Respir-Aid Aerosol, Tran-Gest
*Unicap Chewable Multi-Vitamins
*for children
!
General Mills
National Dairy — Sealtest
Pillsbury
Dietary Aids:
Baxter Labs.
Borden Co.
Carnation Co.
Mead Johnson
Richmond-Chase
Household:
Anheuser-Busch
Armstrong Cork
Colgate-Palmolive
General Foods
S. C. Johnson
Shulton
Simoniz
Smith-Lee
Sunbeam
Westinghouse
Whirlpool
Toiletries:
Chesebrough-Pond's
Curley Co.
Lanolin Plus
Schick Safety Razor
Sea Breeze
Shulton
3 Little Kittens Seafood Treat
Add + (cream substitute)
Flaky Baking Powder Biscuit
Orderv High Nutrient Wafer
Instant Lite Milk
Instant Chocolate Drink
Metrecal Pudding
Diet Delight Sweetener
Cotton Maid Spray Starch
One-Step Floor Care
Ajax Cleaner with Ammonia
Satina Spray Starch
J-Way Products (lawn & garden)
Melodie Fabric Brightener
Permacrylic Master Wax
Jet Chef Cooking Foil
Cordless Mixmaster Handmixer
Raydescent Safety Light
Pad-Det; Floor-Det; Spon-Shins
Eyes by Cutex
Soft'n Lovely Shampoo
Shadow Plus; Powder Plus
Double-Edged Razor Blades
Before and After Shave Lotion
Sun/ Stop Cream
NBC RADIO $4 MIL
IN PAST 2 MONTHS
NBC Radio reports $4.2 million in
business in the past two months
(ending 25 April) and a total of $7.4
million since the first of the year.
Sylvania and Midas Muffler will be
back for a fourth year. Metropolitan
Life and L&M have renewed, and
Waters-Conley will use network radio
for the first time.
Other advertisers in the sales re-
port are: Sterling Drug, DuPont, Gen-
eral Motors, Chrysler, Standard
Brands, Champion spark plug, Ford,
Rexall, Curtis Publishing, Tyrex,
Wynn Oil, Chapstick, Dr. Pepper,
Mogen David, Doubleday, National
Association of Insurance Agents, and
Retail Clerks International.
Kllllllllllllll'll l!l!ll!ll!!!!lll!llll!!ll 1 !lllliiiffll!!!llll!!l!!li1lllillllll!!!l]ll^!!lll!l
Booz-Allen study shows
FCC needs bolstering
Washington, D. C
Results of a Booz-Allen & Hamil-
ton management study of the FCC's
workings were made public last
week.
The report found the commission
unequipped to meet its objects and
sadly lacking in appropriations to
meet manpower and equipment
needs.
Because of these inadequacies
the FCC does not have a formal
enough internal organization, and it
tends to react to issues rather than
anticipating them.
B-A&H recommended a much
tighter internal organization, includ-
ing the making of the Chairman the
real chief executive officer in fact
as well as in name. A project to re-
cruit and improve personnel was
also suggested.
"In summary," concluded the
study, "the FCC must mount a-major
effort directed to improving its prac-
tices, methods and operating ma-
chinery, if it is to keep on top of
its regulatory obligations."
The study also made extensive
recommendations in other areas.
SPONSOR
30 april 1962
SPONSOR- WEEK 30 April isea
Tape producers drop
cut of tv festival
Nine major producers of
video tape commercials have
withdrawn from the forthcom-
ing \merican Tv Commercials
Festival scheduled for 1 Ma\
in New York.
Decision of the producers
was based on a new exhibition
polic) of the festival this year,
of showing commercials on
large motion picture screens in-
stead of on tv monitors as in
the past. ( Festival director
Wallv Ross said the new polic)
was forced by the fact that the
festival will take place in the
ballroom of the Waldorf-Astoria
this year. I
The producers complained
that commercials are made to
be seen on the tv screen, not
the large movie screen, and
that the festival was being
changed into a film festival.
The producers involved, who
produce most of I . S. t\ tape
commercials, are: CBS TV
Special Projects. KTTV and
KTLA of Los Angeles: MGM
Telestudios; Tele-Tape Produc-
tions: Videotape Center; Video
Tape Unlimited: WFAA-TV,
Dallas, and VHF-Inc.
10 CBS AFFILIATES DROP
DROP 'DEFENDERS' SHOW
Forty-eight hours before air time
of "The Benefactor," an episode of
The Defenders dealing with abortion
scheduled for 28 April, CBS TV knew
of only 10 stations which planned to
omit the episode.
There are usually 180 stations
carrying the series.
The 10 known stations dropping
the episode are: WNBH-TV, Bing-
hamton; WHDH-TV, Boston; WBEN-
TV, Buffalo; WBAY-TV, Green Bay;
WKBT-TV, Las Crosse; WISN-TV,
Milwaukee; WWL-TV, New Orleans;
WPRO-TV, Providence; WHEC-TV,
Rochester, and WHBF-TV, Rock Is-
land.
4 A'S CREATIVE CODE
(Continued from page 7, col. 2)
American agencies are in the
midst of a "fashionable" rush into
Europe, a manifestation of the
"American bandwagon complex," ac-
cording to Francis Elvinger, French
agency president, speaking before
the second international convention
of the 4 A's in New York last week.
Elvinger, president of Elvinger,
S. A., Paris, warned of the complexi-
ties of American agency entrance
into Common Market countries. "I
would say that it is already a fan-
tastically difficult task to harmonize
the politico-economic conditions of
six different countries," he said.
"Any newcomer — the bigger the
worse — who will enter this associa-
tion with his own legitimate require-
ments based on his own political,
social and economic conditions, will
complicate his task and possibly
render it impossible."
Elvinger was the first to air Euro-
pean discontent about the influx of
American agencies. There are now
about 40 U. S. agencies with foreign
affiliations, compared to 16 four
years ago, noted Arthur C. Fatt,
chairman of Grey Advertising.
Fatt predicted, "By next Interna-
tional Day our ties will be irrevoc-
able. The Atlantic and Pacific will
seem little more of a hurdle than
the Hudson River is to residents of
New York and New Jersey. We shall
know each other better through in-
ternational television, Ideas and
goods will be moving freely over bor-
ders and across oceans. Perhaps we
could call it global marketing. There
is no stopping the tide. I for one
welcome it."
Frederick R. Gamble, president of
the 4 A's, noted that the number of
inquiries handled by its interna-
tional department six years ago was
579 in 12 months and the number
has now risen 182% to 1,632. During
the past six years member agencies
enjoyed a comparable rise in volume
in other countries, from $131 million
to over $358 million, a gain of over
170 per cent.
Norman H. Strouse, JWT presi-
dent, pointed out that the "negative
image" of Madison Avenue has pre-
sented a considerable recruiting
problem among young college grad-
uates, leading to "increasing short-
ages of good people." Raiding has
only made the problem worse, he
said, because personnel instability
is a chief cause of growing costs
and decreased profits.
Several European representatives
pointed out the serious problems of
taxation and restriction in various
countries. W. A. Messenger, chair-
man of Saward Baker & Co., Ltd.,
London, described a new 11% tax
in Britain on tv advertising by say-
ing, "We are learning to live with it,
but it is something which we do not
like."
Elvinger pointed out special re-
strictions on advertising in certain
countries. Drug advertising is re-
stricted in France and Germany, but
not much anywhere else. Cigarette
advertising is curbed in Italy and
liquor advertising is restricted in
France.
He also noted that advertising ex-
penditures per capita vary sharply
from country to country with Ger-
many, $21; Belgium and Luxem-
bourg, $12; the Netherlands, $11;
France, $8, and Italy, $3.
Fatt, speaking of the Madison
Avenue "invasion" of Europe, de-
scribed international advertising as
a two-way street. "We have much to
learn from each other," he said.
Fatt declared, "The fear that is ex-
pressed abroad about American
agencies coming over seems based
on the fact that American agencies
are much bigger than agencies in
other countries." He stated that
here big agencies have existed for
a long time without driving the small
ones out of business. He insisted
that global competition would lead
to world improvement in the quality
of advertising.
The meetings began last Monday,
10
More SPONSOR-WEEK continued on page 52
AS OF MAY I, METRO BROADCAST SALES WILL REPRESENT
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PROGRESS REPORT
CITY
Amarillo
Ames
Austin
Baltimore
Bellingtiam
Billings
Boise
Charleston, W. Va.
Charlotte
Chattanooga
Chicago
Chico
Cincinnati
Cleveland
Columbia, Mo.
Columbus, 0.
Dayton
Detroit
El Paso
Eugene
Eureka-Medtord
Ft. Myers
Ft. Wayne
Fresno
Grand Junction
Great Falls
Green Bay
Greenville, S. C.
Hattiesburg
Honolulu
Idaho Falls
Indianapolis
La Crosse
Lancaster
Laredo
Los Angeles
Lubbock
Macon
Miami
Milwaukee
Minneapolis
Mobile
Monroe
Montgomery
Nashville
New Orleans
New York City
Paducah
Phoenix
Portland, Me.
Portland, Ore.
Rapid City
Richmond
St. Louis
Salt Lake City
San Antonio
San Francisco
Seattle
South Bend
Spokane
Syracuse
Twin Falls
Washington, D. C.
Wichita Falls
Wilkes-Barre
Winston- Salem
Youngstown
STATION
KFDA-TV
WOI-TV
KTBC-TV
WJZ-TV
KVOS-TV
KOOK-TV
KTVB
WCHS-TV
WSOC-TV
WRGP-TV
WGN-TV
KHSL-TV
WKRC-TV
KYW-TV
KOMU-TV
WBNS-TV
WHIO-TV
WWJ-TV
KTSM-TV
KEZI-TV
Kl EM-TV
WINK-TV
WPTA
KFRE-TV
KREXTV
KFBB-TV
WLUK-TV
WFBC-TV
WDAM-TV
KGMB-TV
KIFI-TV
WLW-I
WKBT
WGAL-TV
KGNS-TV
KTTV
KDUB-TV
WMAZ-TV
WTVJ
WISN-TV
WTCN-TV
WALA-TV
KNOE-TV
WSFA-TV
WSM-TV
WWL-TV
WPIX
WPSD-TV
KOOL-TV
WMTW-TV
KOIN-TV
KOTA-TV
WTVR
KPLR-TV
KCPX-TV
WOAI-TV
KPIX
KING-TV
WSBT-TV
KREM-TV
WHEN-TV
KLIX-TV
WMAL-TV
KSYD-TV
WBRE-TV
WSJS-TV
WKST-TV
REP.
Blair
H-R
P.M. Raymer
TVaR
Forjoe
Hollgb.
Boiling
Blair
H-R
H-R
Petry
Boiling
Katz
Avery-Knod.
Avery-Knod.
Blair
Hollgb.
P-G-W
Hollgb.
Meeker
Young
Forjoe
Young
Blair
Holman
Hollgb.
Young
Avery-Knod.
Weed
P-G-W
Meeker
Crosley
Avery-Knod.
Meeker
Boiling
Blair
Adv. Time Sis.
Avery-Knod.
P-G-W
Petry
Katz
Boiling
H-R
P-G-W
Petry
Katz
P-G-W
Adv. Time Sis.
Hollgb.
H, R, &P
CBS Spot Sis.
Boiling
H, R, & P
P-G-W
Katz
Petry
TVaR
Blair
Raymer
Petry
Katz
Hollgb.
H-R
Blair
Boiling
P-G-W
Young
STATION COMMENTS
Ranks Number Two among all syndicated shows.
Station sold out and happy.
Highly successful for local sponsors.
Sensational 35 ARB against competition's 16.
Ranks Fourth among all syndicated shows.
Doubles rating of lead-in.
Homes up almost 80% over previous program in time period.
Sold out! Number One syndicated show in market.
Highest rated syndicated show.
Renewed! Homes reached up 100%.
Fourth ranked syndicated show in market.
More than doubles lead-in rating.
Sold out! First in time period against strong network competition.
Ups lead-in rating by 40%.
Sponsored by local supermarkets.
Rating up 117%, Homes up 106%.
33 rating against Dupont Theatre's 25.
Sold out after second telecast, Number Two syndicated show.
First in time period.
Sponsored by United Gas.
Stripped at 11:30 PM, matching Jack Paar's rating.
Sponsored by Phillips 66 and Hotpoint.
Renewed! Highest rated 10:15 PM show on station.
Station's finest strip, more than doubles lead-in.
Rating up 500% over previous program in time period.
Number Two among all syndicated shows in market.
Delivering highest ratings ever earned in this time period.
Highest rated syndicated show.
Station calls show "excellent." Filled with spots.
Number Three syndicated show in market, best on station.
Replaces Highway Patrol as 4:00 PM strip.
Renewed! Number one syndicated show in market.
Number Four in market, 56% higher rating than competition.
Tops competing Jack Paar, News and Feature.
Stripped with State Trooper, with strong rating.
Across-the-board, opposite News.
Number Two in market, rating up 100%. Sold out!
Bi
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PAUl OODOrSKY C'.s G<-
JOSEPH A LINN I iec. v,<<
by Joe Csida
Sponsor
backst b
Fighting commercial immunity
One of the real veterans in the television in-
dustry is Dennis James, now in his 21th con-
secutive year as a performer. It seems almost im-
possible that tv has been in existence that long
or that a man as young as James could have a
career spanning such an extended period. But
the facts are there and cannot be denied.
Dennis entered television in 1038 when Allen
B. DuMont built his first tv station in New York. He has been in
tv ever since. He now is on every day on NBC TV as regular panelist
on Your First Impression, and is also continuing his long associa-
tion with Kellogg for whom he has been doing commercials many
years.
Naturally a man with this background has some very interesting
ideas about the business of television and as we lunched in Holly-
wood recently Dennis talked about one of the most important
phases — commercials. He is. it seems to me, particularly well
qualified to discuss this aspect of television. He has been selling \ ia
this medium longer than any other personality and since his face
is recognized the country over he is constantly stopped on the
street, in parking lots or wherever people gather and inevitably
gets to hear the general public's reaction to commercials.
'"Matter of fact," James laughs, "ever since I became identified as
a tv representative for a cigarette company years ago, most people
I meet still look to see what brand I now use. When I pull out a
smoke, they make sure to see what it is. Result? Well, since I'm
still smoking the same brand, I make sure to display it prominently
and that saves their questions and my answer."
But speaking of television commercials in general, James re-
called that there were none when he started in the business.
First tv commercial — 1948
"It was not until 1918 that the first real commercial hit the air.
Since then, of course, advertisers have really gone into the business
of selling — or trying to sell — their products through television com-
mercials. Unhappily," James adds, "in my opinion some of them
miss the boat. What they don't consider is that most commercials
are supposed to sell — not advertise, not publicize — just sell."
In Dennis's opinion, commercials — with the possible exception of
institutional plugs — should be composed of three parts, in varying
degrees: advertising, publicity and sales. The primary consideration,
of course, should be empha; is on the selling value of the message, to
give the sponsor value received in point of sales of his products. But
too main of the product pitches, he says, concern themselves with
publicizing the name of the product or advertising the name of the
maker, without the right amount of selling ingredients included.
Chief ingredient missing in the majority of these sponsor mes-
11
-I'o\m>i;
30 apkil 1962
Sponsor backstage
sages Dennis says is believability. "The only way you can sell is to
make your audience listen and before they pay you any attention, you
have to be believable. In other words, to borrow an old carnival
phrase, 'You gotta get 'em in our tent before you can sell 'em.' Once
you have their attention, then you tell them what you want to say.
Even in this phase, I have very definite ideas that people often resent
the manner in which a product message is presented."
In my own case in handling commercials, I have always found the
soft-sell approach best. In other words. I don't go for the use of a
string of superlatives which claim one product is the greatest thing
since the evolution of man. I prefer to tell the audience how I feel
about it and that it might pay them to at least try it. just on the
chance it might be exactly what they've been looking for. In other
words. I ask them to test and then make their own choice instead of
arbitrarily telling them that I have made the choice for them. This.
Dennis pointed out. "'chases people right out of the tent."
James also believes that too many commercials are patterned after
each other, thereby losing themselves in the anonymity of sameness.
To be noticed, watched, listened to and induce a viewer to buv and
try. a commercial must stand alone, according to James.
"The magazine concept in the field of television commercials today
came about because of the spiraling costs of television time," James
said. "Six or eight sponsors will buy time on the same show, since
no one of them can afford to pick up the tab for the entire time
period. Then, they all proceed to tell their individual story, one after
the other, just like advertising pages being flipped over in a magazine.
Stand out from the pack
This, for the most part, leaves viewers with only partial impressions
of some and complete remembrance of none. It seems to me the
only way this situation can be remedied and made to pay for a spon-
sor is if his message or commercial can be made to stand out from the
pack. In that case, out of the six or eight blurbs, his, the different
one, will be the one to get across the selling message to the buyer."
What happens to many sponsors is the loss of the very, thing they
strive for. sponsor identification. And despite the financial necessity
of being blanketed on the same show with other sponsors, this
individuality can be attained, he claims. Use a "living image."
The first requisite, according to Dennis, is to be believable. Don't
oversell with excess verbiage, don't be too aggressive to the point
where you tell your viewers what they should do. Suggest to them,
point out your reasons for doing so and give them the option of
making up their own minds. Low pressure selling, not high pressure!
"That's the way I've been doing commercials all my tv life," says
Dennis, "and it's the way I operate for my long-time friends and
sponsor, the Kellogg Company. I just try to reach a common de-
nominator with people instead of blasting away and making them
build what I call an 'immunity factor' for self-protection. By
'immunity factor' I mean this: you try to beat a thought into a
viewer, force him to your conclusion, make him buy your product
and the next time you come on the screen, he'll either walk out on
your commercial, sit there and swear at you or even if he doesn't turn
off the set, will turn off his mind! Then what good has the com-
mercial accomplished?" ^
for doubling
our Southeastern
business for the
1st quarter of 1962.
WTVY
is happy with its
new Southeastern rep'
SOUTHEASTERN
REPRESENTATIVES
1142 W. Peachtree St., NW
Phone 873-5918
E. L. (Lanny) Finch, Mgr.
WTVY
Dothan, Alabama
CBS-ABC
Nat. Reps: The Meeker Co.
F. E. Busby: Exec. Vice-Pres.
Phone SY 2-3195
SPONSOR
30 april 1962
15
Different versions
I have read the 9 \pril issue <>l spon-
sor magazine and noted an interest-
ing comment <>n page (>1 \1 he Sell-
I ten paint \.
I am \<i\ much afraid that the
conclusions drawn from the «t"i\ on
nli.it was accomplished 1>\ Mr. Man
Mi 'in \ have been slightl) over-exag-
gerated. 1 enclose editorials from
In iili the St. Louis Globe-Democrat
and the St. Louis Post-Dispatch which
give entirel) different versions and
endings to the activities of K\\ K. or
Mr. linn \ .
I know of \ft\ ft-w people who
would agree with Mr. Henry when
he says, "The stature <>f the station
rown," or even less with his
assertion thai "the results of the cam-
paign were real." Thej were — but
not to the credit of either radio edi-
torializing or KWK in particular.
Ufred Fleishman
senior partner
Fie is It in an-H ilia rd
St. Louis
Your Seller's I ieu point in your issue
of () April was of particular interest
to me, since KMO\ became very
deepl) involved in this police con-
tl ii\lT<\ .
^ mi might be interested to know-
that the aldermanic investigation,
suggested by KWK. never got olT the
ground — in fact the charges raised
were so untenable that the majority
Serving Panama City,
Dothan, and Tallahassee
• 89°o penetration — highest in Panama City! • 1,000 foot tower
• NBC programming to 1 18,000 TV homes!
'NOV 1961 ABB
of the Board of Aldermen voted
down the matter without hesitation.
I am enclosing the editorial that
Hob aired in connection with the
controversy, in which KMOX urges
the alderman to ignore the misin-
formed critics of the police depart-
ment.
Since our police department and
chief of police have stated public!)
that KWK did not even send a re-
porter to headepjarters to investigate
it- so-called charges, we feel that the
cause of radio editorializing suf-
fered a setback.
In short, there is editorializing and
editorializing, and if it is not done
responsiliK and with full roped loi
the facts, a station can only appear
immature.
Alice Koch
055'/. to gen. mgr.
K VOX
St. Louis
A grade of A
I spent part of last evening at home
with your 9 April edition and I give
\ou a grade of A on your reporting
of the NAB Convention.
The newspapers, via the press
services which are partially broad-
caster supported, seemed to have a
poor understanding of what the
chairman said. Out of context, in
black and white, he could sound
harsh: in total and in living color he
was mainly constructive, was object-
ing to things that mam of us have
objected to for years.
Merrill Lindsay
vice president
WSOY
Decatur. III.
On nomenclature
Just a note to bring vou up to date
on the nomenclature of our client.
I nion Carbide Consumer Products
Company.
On page 20 of your 16 April is-
sue [Sponsor-Scope], you refer to
"National Carbon's Prestone." Actu-
ally, three years ago. the old Nation-
al Carbon Company was divided into
two companies. The compam that
now handles I nion Carbide Corpor-
ation's consumer products, such as
Prestone anti-freeze and Eveready
batteries, is called Union Carbide
Consumer Products Company. The
present-day National Carbon Com-
pam is concerned only with a variety
of industrial products. Of course.
16
SPONSOR
30 april 1962
where space is short, you may pre-
fer to call it "Union Carbide."
James M. Stewart
asst. account exec.
William Est\ Co.
New York
Silent sell
As per our conversation on Tuesday,
I am submitting the following state-
ment to you.
"Many thanks for printing Metro-
politan Broadcasting's Jack Thayer
article on the 'Silent Sell.' Unfor-
tunately, part of the article did not
appear — specifically the line saying,
'Many people who were delighted to
receive a "Tomi" portfolio, have
since joined WHK-Radio's roster of
clients.'
"Thought you might like to see a
picture of the portfolio."
Murray Gross
dir. of advtg.
Metromedia
\
etc
York
*
From a bright young man
Just wanted to take a minute to thank
you and your fine magazine for in-
cluding me in the "73 Bright Young
Men — Today" article which appeared
in your 12 February edition. As I
told Miss Schlanger, in addition to
being flattered at being included, I
felt the article was most informative.
You certainly have SPONSOR fans
in this office!
Ken C. T. Snyder
v.p., tv/r creative dir.
Needham, Louis & Brorby
Hollywood
and buying
KPTV's
ABC LOCAL
SALES POWER
The excitement of landing a 20-inch fight-
ing, leaping rainbow trout in the clear
rushing Metolius River Is the weekend thrill
of all fly fishermen. Just three hours from
Portland the Metolius winds through cen-
tral Oregon's Ponderosa forests in full
view of the beautiful Cascade Mountains.
Why is KPTV Number 1 with local
buyers?
Combine ABC network adjacencies
with KPTV's strong local program-
ming and aggressive, effective mer-
chandising and you have sales
power. Portland agency time buyers
and advertisers know from experi-
ence KPT Vis a "must buy "for sales
results ... for local sales power.
KPTV
CHANNEL 12
PORTLAND, OREGON
Represented by Edward Petry & Co., Inc.
SPONSOR
30 april 1962
17
New York, the biggest, most competitive and most lucrative market in the nation, is not so
easy to crack. Advertisers must have the indispensable impact of local spot television. WPix-11,
New York's prestige independent, delivers the most effective combination of market-cracking
opportunities... Minute Commercials in Prime Evening time in a "network atmosphere" of
network caliber programming and national advertisers. Only wpix-11 can deliver all of these
premium opportunities.
where are your 60-second commercials tonight?
Interpretation and commentary
on most significant tv/ radio
and marketing news of the week
SPONSOR -SCOPE
30 APRIL 1962
Copyright 1902
SPONSOR
PUBLICATIONS INC.
Move over Charles Revson: you've got in Leonard Lavin, of Alberto-Culver,
not only a meteoric competitor in one facet of your field but somebody who's writ-
ing his own exciting chapter on how to go all out with tv in building up a busi-
ness empire.
Where Lavin has already a wide edge on Revson: as Revlon's sales skyrocketed in
the 1950's, the company's tv investment never went beyond 25% of the gross, but
in the case of Alberto-Culver the outlay for tv the coming season looks as if it'll run
as high as 70% of the firm's total sales for 1961.
Alberto-Culver grossed around $20 million last year and at the rate that it is commit-
ting itself, via Compton and BBDO, its tv expenditures during the 1962-63 cycle should go
well over $15 million.
In nighttime network tv it will have participations in at least eight shows, including Dr.
Kildare, Ben Casey, Combat Zone, Sunday Night Movies and Hitchcock Presents.
There'll be heavy spot tv schedules and a mass of tv network daytime.
A piquant sidelight on Alberto-Culver: despite the tremendous strides the company has
taken in these few years, the company is still run between Lavin and his wife, he tak-
ing care of the merchandising and sales and she supervising the laboratory and prod-
uct development.
Lever next week holds its semi-annual budget meeting at which the progress of
brands will be evaluated and decisions will be made as to which brands will get
more or less advertising money.
The sifting will involve spot tv allocations and determining whether anything should
be added to the company's network tv nighttime and daytime schedules. So far the Lever
fall lineup consists of alternate week half-hours of Candid Camera, Lucy, Red Skel-
ton, Christina (Loretta Young) and The Defenders.
Lever has 12 new products, but the upshot could still be this: top management decree-
ing that the ad budget remain at present levels in favor of the profit picture.
Tv stations in some 60 markets will have a chance in the next week or two to
show whether they're interested in sequestering a half -hour in the evening for a
spot account that harbors faith in program identification as a worthwhile plus.
The account is the Streitman Biscuit Co. and the agency, Ralph H. Jones.
It'll be a 39-week schedule starting in the fall.
Rather than go on arguing with the network about affiliates ignoring product
protection via the program's chainbreaks, R. J. Reynolds (Esty) has pulled out of
the 1962-63 cycle of NBC TV's Saturday Night Movies.
However, it was no loss to NBC TV: Liggett & Myers (JWT) took over Reynold's
weekly minute participation on a 52-week basis.
Liggett & Myers also committed itself for 129 minutes over the year on The Vir-
ginian, giving NBC TV a $5-miUion bundle from that account for next season.
As might have been expected, NBC TV last week picked up a year's renewal on
the Huntley-Brinkley strip from Texaco and R. J. Reynolds, effective 1 October.
It's the second year for Reynolds and the fourth for Texaco.
In time and programing the strip entails $10 million.
SPONSOR
30 apkil 1962
19
SPONSOR-SCOPE continued
A Lexington Avenue agency is using a couple statistics to divert two hard
goods accounts from network tv to spot tv.
The statistics are these:
1) 75% of all U.S. households with $7,500 or over in buying power are served by
the top 20 tv markets.
2) 79% of all U.S. households with §10,000 or more income are contained with-
in the same top 20 tv markets.
Do you know the tv network show that ranked No. 1 among viewers with 15
years of education (which means college), according to Nielsen's January-Febru-
ary audience composition?
Hold your seats for the answer.
It was none other than the Flintstones. Right after it was the Stan Freberg Chun
King special. The Huntley-Brinkley Report was down in 12th place.
Tv and newspapers had at least one thing in common for 1961 : both saw their
revenue from the new car field take about the same dive, namely 17.5%.
In the matter of just gross media billings tv went from $58.1 million in 1960 to
$48.2 million for '61, while the slide for newspapers was from $196.6 million to $184.3
million.
If you include the element of programing, the loss to tv could have been another
$20-25 million.
Ever heard of a spot radio advertiser keeping a rating-to-rating record for all
its markets on a scoreboard so that it can tell at a glance just how many people the cam-
paign is reaching during specific periods?
Well, the American Oil Co. (D'Arcy) is going to try to do it with the campaign
it's set for its distribution area in the east and south.
Dimensions of the campaign: 34 weeks on over 250 stations in 150 markets. It's
the biggest buy in Amoco's history and the spots will harp on a new additive.
A few alert sellers of spot tv are keeping a sharp eye on the progress of the
linear programing computer idea among agencies with a motive that's understand*
able.
They want to make sure that this quest for qualitative information doesn't become one of
those runaway things with the stations pressured into supplying data that's beyond
their pocketbook or is actually of dubious value to seller-buyer relations.
One suggestion from the station side is that before this thing gets on a confusion kick
stations, reps and interested agencies get together in a committee that would seek
as a start d) to set up some set of procedures; (2) to determine what portion of the
expense, if any, in researching the required data would be paid by the seller and
the computing agency.
(For in-depth explanation of what BBDO is heading for with computers, see page 27.)
Rep salesmen are again cutting up about the growing breed of timebuyers who
pre-select their stations without giving the competition a chance to tell their sta-
tions' latest story.
In most cases the pre-selections occur with the reactivation of a campaign.
Contend the ruffled salesmen: these pre-selectors are doing a disservice to the cli-
ent, because, among other things, other stations in the market may, in the interim, have
changed their program policies.
Then there's this human side: inability to counterpitch naturally can create some
embarrassment for the rep with his stations.
20 sponsor • 30 april 1962
SPONSOR-SCOPE continued
CBS TV could run into a strong mood of opposition when it gathers with its
affiliates in New York this week to talk about cutting their afternoon compensa-
tion.
It'll be up to network v.p. Bill Lodge to answer a lot of questions on the subject which
were raised by members of the CBS TV Affiliates Board at a preliminary airing by the net-
work of its paycut proposal.
Estimated savings to the network are about $10 million, or 6% less of the
share that affiliates are now getting from afternoon sales.
NBC TV apparently isn't letting up when it comes to sticking the competitive
needle into ABC TV, particularly as to daytime.
No time was lost last week by NBC TV in issuing a broadside on the initial rating re-
turns on Tennessee Ernie Ford.
Commiserated NBC: Ford's "premiere week's share of audience will not be en-
couraging to ABC." Cited was the fact that Ford got a 19 share as against a 53 for the
NBC prized and long established Price Is Right.
ABC TV had at least this comfort: CBS TV's Video Village had an 18 share.
Somewhat on the paradoxical side is this statistical trend: the nighttime hour
program continues to garner a bigger average audience than the half-hour show
but that margin of difference shows signs of being on the way down.
It could be due to either one or both of two factors: (1) the quality of the hour
shows has been dipping; (2) the tv networks are scheduling more hour programs
against the other.
The networks may have something to worry about if the downward trend of the hour
show vs. the half-hour program becomes too conspicuous. And for this reason: the hour
show has been a handy vehicle for minute participations.
Here's an NTI comparison of the 60-minute vs. the 30-minute program averages for
this season and last year, with January-February as the base:
60 Minutes 30 Minutes
YEAR
NO. PROGS.
RATING
HOMES
NO. PROGS.
RATING
HOMES
1962
44
20.1%
9,849,000
70
19.6%
9,604,000
1961
35
21.6%
10,130,000
80
19.9%
9,333,000
Twenty of the 93 regularly scheduled prime time series (7:30-11 p.m.) on the
tv networks this fall will be of live origination, although virtually all of these will be
taped.
The 20 programs add up to 15 hours. Compared to last fall, they represent five
more programs and four more hours of programing.
In terms of share, the live or taped contingent will be about 20% of all network
prime time programing. Last fall the live portion was closer to 15%.
SPONSOR-SCOPE noted about this time a year ago that American network tv
was but six hours away from the British system.
As far as programing control for the coming fall is concerned, that margin can be modi-
fied: it will be but 4*4 hours away from the British system.
There will be only eight programs brought in and controlled by advertisers on
the three networks' nightime schedule.
CBS TV will have four of them, NBC TV, three and the remaining one will have a
place on ABC TV's lineup.
General Foods and P&G will each hold control of two series.
Note: Neither of the above two advertisers brought in a single newcomer for the 1962-63
program sweepstakes.
SPONSOR
30 april 1962
21
SPONSOR-SCOPE continued
Don't be surprised if more of the big proiit ethicul drug houses plow some of
the proceed! Into eross-the-countcr pharmaceuticals, if only to dim that annoying
Washington spotlight.
The gambit here has a rather bemusing premise. It's that, if the profits from the
ethicala and a proprietary subsidiary were tossed into the same pot, Washington
critics would be less inclined to predicate their argument on profits.
Id other words, the parent company's end profits could be twiee as big as that former-
ly derived from the ethical business alone, but the fact that they came also from pro-
prietaries would tend to dampen the roar about drug profits.
Just off the BBDO mimeograph is the agency's annual updated look at tv.
The compilation of figures, definitions and whatnot has been divided into two sections,
one dealing with network and the other with spot. The spot section contains sample
schedules and their cpm's.
Distribution of the "profiles" is limited to accountmen and clients.
Rexall (BBDO L.A.) is putting about 8250,000 into the three tv networks for
a fortnight preliminary to its 1<£ sale week.
There'll also be some spot schedules in connection with the same event.
Incidentally, NBC TV last week also got an order from Pillsbury (Burnett) for
a third-quarter scatter plan of 29 minutes on 10 different nighttime shows, and from
Quaker Oats (JWT) a commitment for a minute a week next fall on International
Show Time and Sam Benedict. The Pillsbury order was worth $250,000 and the Quaker
deal, $3.1 million.
One of the esoteric terms which accountmen, salesmen and others not steeped
in research have no easy time defining to clients is the accumulated rating, other-
wise known as the cume.
To put it in its simplest complexion, a cume is the number of different or undupli-
cated homes reached over a number of broadcasts or a given period of time.
Of course, you start with a fixed sample. The ratings may differ with each broadcast dur-
ing the course of a month, but the cume is only concerned with the percentage of dif-
ferent homes contained within the average rating of these multiple broadcasts.
No matter how many times a particular home watches during these multiple broadcasts,
it is counted only once in arriving at a cume.
If the question as to the rating value of a two- or three-part drama in tv has
occurred to you, SPONSOR-SCOPE can herewith offer an answer — of sorts.
A check with CBS TV and NBC TV on the theme drew these conclusions:
• In terms of buildup ratings the two- and three-parters have been pretty much
of a bust.
• The part that fared better on the subsequent week was the exception by far.
• The only sequel event of the current season that showed up quite well was the
Lassie three-parter that ran from 18 February to 4 March. Its sequential ratings
(NTI) were 44.4, 47.3 and 50.7.
Imparted by network researchers was this observation: a number of variables, like
time, program competition (either regular series or specials) and the multi-parter's
story strength must be taken into consideration.
You'd be safe in regarding the exploit as pretty risky.
For other news coverage in this issue:' see Sponsor- Week, page 7; Sponsor
Week Wrap-Up, page 52; Washington Week, page 55; sponsor Hears, page 58; Tv and
Radio Newsmakers, page 64; and Spot Scope, page 56.
22 si-ONSOR • .'50 APRIL 1%2
ALLEST TOWER
SURVEY
POWER
LATEST ARB FOR
SHREVEPORT
(March 1962)
Average Homes Reached
Mon. thru Sun. 6:30-10 PM
49,200
B 42,300
C 46,100
-AFTER ONLY 6 MONTHS OF
TALL TOWER OPERATION -
KAY-TALL IS FIRST!
Channel 6 for SHREVEPORT-TEXARKANA
James S. Dug an
Sales Dir.
BLAIR TELEVISION ASSOCIATES
National Representatives
PONSOR • 30 APRIL 1962
23
Dr. Tellei
ropped the bomt
in our studios
He said: "We might be better off if we had
no secrecy. All secrecy so far has not
helped us very much. The Russians did
succeed in catching up with us, in over-
taking us, in almost all, perhaps in all, im-
portant military aspects. At the same time,
the little secrecy that we have has put a
barrier between ourselves and our allies."
Dr. Edward Toller, the Hungarian-born physicist who led
the development of the hydrogen bomb for the United
States, had suggested for the first time a no secrecy policy
on atomic weapons.
The date was March 11, 1962. The place: the television
studios of the Crown Stations in Seattle.
This was no ordinary television interview. The Crow«
Stations had flown Dr. Teller and Gilbert Seldes, noteJ
author and critic, to the Pacific Northwest to tape a serie
of half-hour programs on survival in the atomic age.
Dr. Teller, a leading advocate of the "hard line" towan
the problem of the weapons of mass destruction in the coli
war, put forward the following proposal on one aspect o
the problem, the particular question of national secrecy:
"I think that a greater abandoning of secrecy and greal
emphasis on openness would give us more spiritual weap
ons with which to combat the dreadful secrecy on thi
Russian side. As soon as that secrecy falls, we'll be on tin
road toward real peace."
The Crown Stations are proud of making news in thi
manner. But we are prouder yet of our recoid of bringini
;o Pacific Northwest audiences special programs which
Ruminate the issues of our times.
Vhen the Anti-Communist schools flared up in the country
few months before, we asked Dr. Teller and Mr. Seldes
o come to Seattle — along with Dr. Arthur Flemming, for-
ner member of the Eisenhower cabinet, and New Yorker
nagazine correspondent Richard Rovere — to discuss
[uietly, and responsibly, the threat posed by World
Communism.
f Dr. Teller and Mr. Seldes became fascinated with their
pposing points of view. They stimulated each other with
he range and diversity of their own backgrounds. The
wo men — one a distinguished physicist, the other a
amous writer who has spent his life in the arts — argued
or hours after the show.
0
We felt our audiences had a right to hear the candid dia-
logue of these two divergent minds. We re-staged their
meeting many weeks later in Seattle. Thus, arose the pro-
gram in which Dr. Teller released the bomb of no secrecy.
We tell this story to make one point. We believe a local
station or group of local stations can conceive and produce
programs of real network caliber . . . if they are willing to
invest the time, money, and ^^ ' ^^
talent to do it. The ( !rown ^F JJ JT
Stations are willing. We do.
CROWN
STATIONS
KING, AM, FM, TV, Seattle/ KGW, AM, TV, Portland
KREM, AM, FM, TV, Spokane
at
i
=3
O
|
a
tf
3
aa
More men listen to WWDG than to any other
leading Washington, D.G. station*
One in a series on the
fine art of broadcasting by
WWDG
RADIO WASHINGTON
"the station that keeps people in mind"
♦Trendex, Washington, D. C. Study, Nov. 1961
Represented nationally by John Blair & Go.
<5
BLAIR
GROUP
PLAN
MEMBER
26
SPONSOR
30 april 1962
SPONSOR
3 0 APRIL 1962
Briefing Blair research team on new marketing
profile requirements for computers are
BBDO's Ed Papazian, assoc. media dir. and Mike
Donovan, media manager. Seated (l-r): Donald
Richards, Robert Bauer, Ward Dorrell, Robert Galen
Agency requests research houses to create new syndicated services,
expand existing ones, stations to subscribe; ARB is 'full speed ahead'
l his week, with BBDO's linear programing on a
fully operational basis for every account in the
house — and with virtually the entire industry both
briefed and solicited on the scientific evaluation of
media by computers — sponsor is able to give its
readers the first clear-cut analysis of what has
heretofore been vague and misconceived.
What follows is a detailed account of just what
BBDO is asking of the industry, how the industry
; SPONSOR
30 april 1962
is reacting, how linear programing actually oper-
ates in media planning and buying, and what a sin-
gle agency may have ignited in media-marketing's
future.
For more than two months, at BBDO breakfast
seminars every Monday, Wednesday and Friday,
sales and research principals from the networks,
station groups, reps, trade associations and re-
search and promotion houses have been fed — along
27
1
with generous portions of coffee and
danish- an extensive menu of plan-
ning and buying techniques which
electronic data processing encom-
passes. Now. the digestive tract
cleared, all of BBDO's mass consum-
er and institutional campaigns will
involve linear programing — which.
-ini|il\. is the mathematical process
of systematically relating a series of
factors to obtain a solution to a spe-
cific problem or question.
The industry-wide breakfast-semi-
nars— involving print as well as
broadcast representatives — have both
refined and expanded the agency's
initial "bombshell" presentation to
the I \'s last November (see SPONSOR,
29 January I . More apposite to a
station managers nervous system,
however, the meetings revealed — for
the first time, and in layman's terms
the kind of marketing profile which
media evaluation l>v computers will
require. Moreover, hv its assurances
that linear programing iLPl is now
a basic part of its everyday media
planning operations. RRDO has asked
for. and hopes to get. a sizeable co-
Stations, reps are
given new profile samples
at BBDO seminars
REPS AND STATIONS,
along with other industry
branches — long in the dark
about the new 'demographic*
material BBDO would require
for linear programing — re-
ceived samples such as the mar-
keting profile (1), which breaks
down data on a finer scale than
pic-computer planning required.
This particular adult-only pro-
file is based on an actual BBDO
campaign for a major client
operation from both media and me-
dia services. In the case of the lat-
ter, the agencv may not he far wide
of the mark. ARR has already an-
nounced "full speed ahead." and it is
expected Nielsen will he following
suit.
What, in essence, is RRDO asking?
• From research houses — Nielsen.
ARR. Pulse, etc.: the creation of new
syndicated services, plus expansion of
existing services, that would a) break
down current data on a finer, more
accurate, basis: b) take care to make
categories appropriate isee sample
profile for a typical adult product),
make samples large enough to be ade-
quate: and cl present their data in
such a maimer that the basic buv-
er's pocket piece be simple, clear,
indicative, for quick judgment only,
with the large, less frequently issued,
data hooks being the ones to con-
tain the full reference details.
• From stations: subscriptions to
these new and expanded services —
that is. those marketing and audience
profiles never before taken locally,
but — prior to linear programing —
secured only on a broad national
plane.
• From reps: an obligation to use
these profiles with care and intelli-
gence, since RRDO. in turn, will now
he obligated to furnish reps with
more concrete information about a
contemplated campaign, thus elimi-
nating pitches based on rating points
alone, and — incidentally — giving the
rep a clearer picture of why he loses
a sale.
To round out the LP picture,
RRDO has also just concluded a
week-long orientation of its manage-
ment, account, and media super-
visors, as well as associate media di-
rectors and branch offices, apprising
them of the system's operational
functions. Linear programing will be
the sole responsibility of the media
department, with all LP projects
supervised by the media analysis and
planning department, under Ed Pa-
pazian, and directed by media direc-
tor Herb Maneloveg and media man
ager Mike Donovan. Thus, linear
programing for any account falls un
der the jurisdiction of the associate
:
28
SPONSOR
30 APRIL 1962
media director assigned to the spe-
cific client involved, and, of course,
the media analysis department. LP
is now automatically included in all
recommendations, thus making the
audience and marketing profiles re-
" quested of research houses, stations
and reps essential to both planning
and buying.
Donovan and Papazian. in discus-
sing these profiles with SPONSOR,
pointed out the necessity of examin-
ing each medium in the same dimen-
sions— that is, the potential audience
delivery per ad and the nature of the
audience must, at the outset, be
equable.
While the agency has a good deal
of information on national spot, Pa-
pazian says — an encompassing total
for the top 10, 50 and 100 markets—
the computational routine requires
the assembling of national profiles
for specific groups of markets in
which the advertiser is interested, as
well as specific kinds of spots in
those markets.
"Data, too," he adds, "which
would enable the media buver to im-
plement a recommendation for spot
in the terms in which it was
planned."
Example: suppose an advertiser's
basic network activity was already
reaching a national family audience.
Suppose further, however, that his
overall media plan called for addi-
tional weight in late night tv in order
to reach younger housewives, wom-
en with better incomes and women
who work in the daytime. The buy-
er would be aware of these particu-
lar objectives and would attempt to
purchase his late night spots so as to
maximize his audience against their
specific groups.
"To do this," says Donovan, "the
buyer must have the pinpointed data
we're requesting of stations and
reps."
The profiles then, he concludes.
have two uses, not one. They're es-
sential not only to media planning.
they're vital to the ultimate media
buy. For the same information
which was fed the computer can
either confirm, or refute, the sol-
FRINCIPLES of BBDO's planning profile system for computers is reviewed by Ed Papazian (at
blackboard) and some of the media supervisors and associate media directors involved. Stand-
ing (l-r): Ed Fieri, Bill Beste; seated (l-r): Hal Duchin, Walt Reinecke, Ed Tashjian, Joe Harris
ution from the computer.
Refined and greatly simplified
since earlier explanations, BBDQ's
step-by-step procedure to the com-
puter, or LP. solution is now ren-
dered in 10 stages or factors. These
are:
1. Defining the marke'.. To estab-
lish the market profile and potential
for the product or service to be ad-
vertised, it is necessary to ascertain
which population or household
groups are the heavy and light users
of the product, by establishing differ-
ences in per capita or per household
usage by demographic (i.e.. family
size, age of head of house, education
of head of house, income level, etc. I
categories. In addition, regional or
PRINTED COMPUTER solution is studied by
BBDO media supvr. Hope Martinez and assoc.
media dir. Ed Tashjian in conference room
\
SPONSOR • 30 APRIL 1962
29
market-In-: ;ial and
is distinr-
.ill market pro-
files files
In other words: W ho
91 it .' \\ ho influ-
ences its as en is it u-
sed? Hon often is
stablished, a Damerica]
— _ned to each dem«>-
- : on its relative
imp the advert:-
Evaluate copy approach. Here,
it is determined which message >>r
. themes are to be used in the
campaign and bon these may utilize
various media and ad units. It i-
tablisbed which ad units are poten-
tially available, including those which
have alreadv been developed, and
which ai - rumen ials could he
developed if the need an.-,
iple: are t\ 2< '-second commer-
cials feasible frmii a copj viewpoint,
in addition t.. an alreadv existing
ad commercial approach?
I he result of thi? analysis is a li;-t of
t\pe- of commercials or ads which
> an he used per medium.
v tsible media id
Based on the analyst .,f cop] and
marketing approach, all major me-
dia vehicles that are logical possibili-
- for the campaign are lifted, i.e..
pnhlJcarions, spec iti- network t\ pro.
ms, typical scatter-plan network
shows, late night t\ spot in 3<>. Jh or
1<M> markets, network radio, etc
Note-: man) media possibilities may
he omitted because they arc- incom-
patible with the objectives, copj ap-
proach, or atmosphere of the pro-
- 1 campaign.
1. Determine the potential audi-
ence per media vehicle. Emph. is -
here i~ on the word potential — the
potential audience per ad unit for
each media vehicle listed as a real-
istic possibility for the cam]
lor radio and television, thi- wouli
be represented bv the average mini
ute or average quarter-hour audience
for the programs c>r time period< in
\o|\ed. These audience projection.-
are developed so that they provide i
breakdown by demographic char
je [eristics, a- well a- an overall audi
figure, thus identical with thost
used to define the market weight foi
the product or service in Step -1.
5. Estimating ad unit exposure in
'i media vehicle. Emphasis here is
on the estimation of how manv peo-
ple or homes in the potential audi-
ence will actually be exposed to the
ad units. In tv, for example, it may
be estimated that 85' i of the viewers
for a nighttime show actually watch
the commercial, or that a 10-st
I.D. between two nighttime prograi
i< exposed to only 7n' . of the audi-
ence, etc. \t hen these exposure facn
INPUT INFORMATION— part of the development of BBDO s data book— is eiamlned (l-r) by the three-man media team who head BBDO's
linear programing project: Mile Donovan. Ed Papaiian and v.p. and media dir. Herb Maneloveg. and Bill MacDonald. A. C. Nielsen Co. a.e.
SPON-oK • .SO M>KIL 1962
ARB issues projected plans for new profiles
"MUCH-NEEDED demographic material" is the nay Jack L. Gross, left,
head of iRB's New ) ork office, describes the proposed new audience pro-
files which signal his company's "full speed ahead" decision to meet BBDO
requests. Plans, soon to be completed, will definitely include breakouts oj
adults in the 18-39 age group as uell as teen-agers and children, additional
marketing data by size of family, age oj the youngest child in household.
working and non-working housewives and education oj head oj house
PROPOSED TELEVISION AUDIENCE PROFILE REPORT FORMAT
OR NOVEMBER REPORTS
STATION
TOTAL
HOMES
FAMILY SIZE (%)
HOUSEWIFE WORKS:
1-2
3-4
5-MORE
YES
*0
8:00 PM
87th Precinct
Surfslde 6
Henn/Dyke
Totals
WAAA
WBBB
WCCG
130,000
80,000
160,000
370,000
30
40
50
40
40
30
30
30
30
30
20
30
20
25
28
24
80
75
72
76
OR MARCH REPORTS
AGE OF OLDEST
CHILD IN FAMILY:
EDUCATION OF HEAD OF HOUSEHOLD:
STATION
HOMES
UNDER 6
7-17
NONE
UNDER 12 YEARS
13YEARS0R MORE
8:00 PM
87th Precinct
WAAA
130,000
30
40
30
60
40
Surfside 6
WBBB
80,000
40
30
30
50
50
Hean/Dyke
WCCC
160,000
50
30
20
55
45
Totals
370,000
40
30
30
50
50
tors are projected against the poten-
tial audiences, the result is an esti-
mate of the average number of peo-
ple i or homes i who will actually
look at. view, or listen to the ads or
commercials in each media vehicle.
6. Developing a qualitative factor
jMfor each ad unit and media vehicle.
■The information thus far obtained is
^quantitative. But this is not enough.
lit has been established how many
people will be exposed to an ad in a
specific medium: now it must be de-
termined what the effect or impact
of such an exposure will be, and how
this may differ from an exposure ob-
tained in a different medium or me-
dia vehicle. This is where subjective
judgments (or qualitative indices)
are projected for each ad unit in each
media vehicle under consideration,
reflecting the combined judgment of
representatives of the agency's ac-
count group, the media, the copy, and
research departments, and the adver-
tiser. These deliberations take into
account the "mood"' of the medium
i i.e., editorial environment, physical
reproduction qualities, commercial
positioning, corporate or station
identification with the commercial —
such as tv program sponsorship —
as well as all other quantitative fac-
tors that are important or pertinent.
Note: the size or nature of the audi-
ence is not considered at this stage,
since this factor has already been
analyzed previously. Now, each ad
unit in each media possibility is
"rated" on a qualitative basis, using
a decile scale from one to 10. For
example, a qualitative factor of 7.5
may be assigned to a 60-second t\
commercial in Program '"A" while a
SPONSOR
30 april 1962
lllllllllllllllllllllllllllllllllllllllllllllllllilllllllllilllllllllllllllllllllllllllll
factor of 5.0 may be assigned to a
four-color print ad in Magazine "B."
This means that the average person
who is exposed to the tv commercial
in Program "A" is reached 50%
more effecthely than the average
reader who is exposed to the ad in
Magazine "B."
7. Determining rated exposure
units. By projecting the qualitative
factors to the audience exposure and
data, which has been established, a
numerical effective audience total for
each ad unit in each media vehicle
is obtained. The technical name for
this "effective audience" figure is
"rated exposure unit" (R.E.U.).
This R.E.L. factor can be developed
on an overall basis or it can be re-
lated to marketing and audience pro-
files. An R.E.U. total is developed
I Please turn to jtage 49)
31
TIP TOP JINGLE MONEY MAKERS
^ A look at some of today's
top jingle writers — how they
are revolutionizing modern
techniques in commercials]
I he radio/lv jingle-writing bus!
ness appears to be undergoing a con-
siderable transformation with the ar-
rival of gifted Broadway musical
composers — Richard Adler. for one —
to extoll the unalloyed virtues of food,
beauty products. gasoline, motor cars
and beverages.
The general level of jingle writing
— Adler and a number of other Rim-
ski-Korsakovs of the 21-inch screen I
prefer 'advertsing musical' as a eu-
phemism— is constantly improving
according to learned observers of this
aspect of radio/video sales pro-
nouncements.
As the savants of the jingle writing
business point out with more fre-
quency, the advertising agencies are
indeed doing all in their power to
improve the musical quality of their
commercials. Advertising agencies,
on the whole, it is reported, no longer
regard the musical talent they hire
as nothing more nor less than sup-
pliers.
Said Bill Walker (Advertiser's Mu-
sic. Inc. I a successful composci. ar-
ranger, and producer of jingles in
Chicago: "A small minority still feels
that there is no difference between a
person who sells ten-penny nails in a
hardware store and a composer-ar-
ranger. But this minority is dwin-
dling. The trend is toward a con- I
stanth improving use of music on the
part of ad agencies."
In agreement with Walker is the
aforementioned Adler. composer of
such Broadway hit musicales as Pa-
jama Game and Damn Yankees, and
writer of main successful jingles.
h
RICHARD MALTBY (r), jingle writer, says
music should reflect trends in taste of adult
listening audience. Here Maltby is with Garry
Moore doing a Plymouth-Valiant commercial
SPONSOR
30 APRIL 1902
EXPONENTS of effective radio/tv jingles (I to r): Robert Swanson, Richard Adler and Mitch Leigh. Swanson has waved a baton over every-
thing from airlines to Zerex; Adler began jingle writing five years ago a :d Leigh has done such sponsor sonatas as Chesterfield, Rinso, Esso, Lux
Adler exclaimed to sponsor: "It is a
lot of baloney that the advertising in-
dustry is boorish and not interested
in obtaining the best jingle writers
in the business. Agency people, in the
main, are bright, sensitive, decent
people. Of course, there are some
idiots, but I've been lucky. The agen-
cies I've dealt with have been first
class. They have been fair-minded.
And I have come across a minimum
of pettiness and intrigue."
The potential of musical commer-
cials is quite endless in the opinion
of Mitch Leigh, president of Music
Makers, Inc. Leigh's organization
has made jingles for Chesterfield.
Rambler. American Airlines, Scott
Soft-Weve. Colombian coffee and
dozens of others and received prizes
in Festivals throughout the world.
Leigh, with a background of serious
musicianship ( he studied with com-
poser Paul Hindemith at Yale) main-
tains that advertising, just as any
other industry, must keep up with and
grow with the times. And that is pre-
cisely what advertising agencies are
doing today, in his opinion.
"Moreover, in music for advertis-
ing one cannot continue to use the
ancient toe-tapping approach of
1938," Leigh observed recently. "The
toe-tapper may immediately please
your client but it won't move his
product . . . and untimatelv will not
please him. Ad men are not writing
words and I'm not writing music for
that once cherished, musical twelve-
vear-old mind. Madison Avenue does
not and should not try to set the pat-
tern for the nation. It is of more
import that we find out what the hin-
terlands are like. In other words, we
cannot sit back in our plush agency
offices and saw 7 understand it. but
the guy in Podunk or Paduca doesn't.'
Frankly, it's just not important that
he does understand it stylistically.
The criterion is — does he react emo-
tionally?"
On the other hand, there are a
number of jingle writers who take the
position that one can compose an ef-
fective toe-tapping jingle that blends
melody, memorability and consider-
able sales appeal. Richard Maltby,
who studied harmony and composi-
tion under Leo Sowerby and conduct-
ing under Nicolai Malco, and whose
list of jingle credits include Plymouth-
Valiant. U. S. Steel, Aqueduct. Bel-
mont. Marlboro. Rheingold. DuPont-
Lucite and Schmidt's beer allows that
music in commercials should reflect
the current trends in the music tastes
of the adult listening audience. "I
definitely do not believe that the
ultra-modern music sounds get to the
JERRY JEROME, veteran musician, has racked up many award winning jingles including Brillo, Reader's Digest and Ford Thunderbird 'Nite Flite'
SPONSOR
30 april 1962
33
RAYMOND SCOTT, in recent days, has
been making 'new sounds' for jingles by
means of his elaborate electronic equipment
majorit) of people anj more than
ultra-modern art gets a message
across to most adult people Maltb)
told SPONSOR.
"The extremelj modern and some-
nli.ii dissonant sound <>nl\ tends to
satisf) certain agenc) producers who
believe the) arc being progressive.
If I as a professional musician find
these extremel) modern harmonies ir-
ritating to the ear then I believe also
that this is unacceptable to the ears
of the non-musical layman and there-
fore cannot be effective in a musical
commercial.
JERRY MARSHALL, president of Musical
Concepts, Inc., is offering stations 'a national
sound in a local market' for local clients
Similai Bentiments anent jingle
making were expressed b\ Robert
Swanson, New York I niversit) music
graduate who studied with the bril-
liant theorist Joseph Schillinger.
Swanson, whose credits include Pall
Mall. Dodge, Coca Cola. Luck) Strike.
Schaeffer beer. Heinz, Northwest Ori-
ent Virlines (originator) and AT&T,
gave sponsor his recipe for a success
ful jingle. I 1 i Figure out the best
wa\ to il'-[ the message across in the
shortest possible way. (2) Put the
words together in a simple rhyming
pattern. (3) The inelodx must be
simple and memorable, never intri-
cate. (4) If these basics have been
accomplished, you can now go ahead
and elaborate all you wish in the pro-
duction of the commercial.
\\ onls and music are fluid and pli-
able, according to Swanson. and like
a sculptors clay, can be shaped to
achieve a desired effect. In the case
of the advertising jingle. Swanson de-
clared, ''the desired effect is to catch
the listener on a musical fish hook,
dangle him in mid-air, and seduce
him into bu\ ing the client's product
or services."
Commenting on the vital impor-
tance of the advertising agency in
relation to the musical commercial,
Jerrv Jerome, whose recent credits in-
clude New Dual Filter Tareyton. Pan
\m. \C Spark Plug. Duz. Fedders air
conditioners, Dentyne and such
award winners as Brillo "99 Squeezes"
and Reader's Digest, maintained six
areas of responsibility .
I 1 I The agencv should clearly and
succintly define the problem so that
the musical commercial producer can
creatively do his best.
(2 I Avoid the 'steeplechase' — that
is, calling in all the jingle houses to
write on speculation and offering the
client 76 songs to pick from.
(3) There should be an equitable
fee for doing a demo, so that the
musical producer can creatively come
up with a reasonable facsimile of the
finished job.
(4) The musical commercial pro-
ducer should be flexible and coopera-
tive with an agency so that the agency
can feel free to make changes and re-
visions in the commercial.
i 5 1 The agency should use more
music to frame a commercial, i.e. Ran
>arto
R)
st
s Hi™
1IK
and 'Hands- (AT&T).
(6i Verj often, too, many agenci
people with conflicting points of viev
get involved with a simple project
Above all. the present crop of jin
gle writers do not regard their profes
sion as a snap. Jingle writing is fa
from simple, they insist. "We ii
American broadcasting are in an em
bryonic state in jingle making." Ad
lei told SPONSOR. "To get all the copy
points of a product in •"><"> second
does indeed call for great skill-.
The Damn Yankee and Pajamav
Ciune composer is full of jeremiads,
however, regarding the use of old pop P?5,
tunes as advertising jingles. It is Ad- '
ler's contention that the listener is too J
occupied trying to recall where be :'
heard the song before or trying to
dredge up the original words, so that
he never really identifies it with the
product on the "block." To use any-
thing identifiable with something else
is like putting ground glass in grand
ma's tea, as Adler sees it. Adler re-
called that Lucky Strike offered him a
bundle of moola for the use of his
song "Everybody Loves a Lover
which they hankered to convert to
"Everybody Loves a Lucky." Adler
said no, despite the fact it would have
been a perfect switch for the cigarette
maker. "I didn't write the song for
that purpose," he said.
Adler 's credo regarding jingle writ-
ing is simple, yet forceful. "The
words in a jingle must sing clear and
clean!" To Lennen & Newell in par-
ticular, Adler is most grateful for the
opportunity to express himself in the
medium of "advertising musicals."
"At first I was ashamed of writing
jingles," he proclaimed. "Then when
I saw it catching on I saw what a
jerk I was. Now I'm happy to be
identified with them." Indeed, there
are disk jockeys in the land who give
Adler credit on the air by name when
they play his jingles.
Back in '57 Adler penned his first
commercial jingle — Newport — and it
is still riding high. It was Frank
Loesser, no mean slouch as a song-
smith, who urged Adler to try his
hand at this new dodge, pointing out
that it was certainly not unbecoming
a theatre writer to work on 60-seconcl
sonatas for the Madison Avenue fra-
( Please turn to page 50)
I
34
M'uXsoK
30 april 1962
Part one of a two part series
■.'in
RADIO'S CHANGING SOUNDS
* Ever since the advent of tv, radio has struggled to lure back both audiences and
advertisers by switching program formats. Here are examples of current changes
In the ever-changing ivorld of radio,
stations are kept busy striving for
ways to remain effective advertising
vehicles. And in the battle for rat-
ings, program formats are constantly
undergoing change. In this first of a
two part story, sponsor looks into
orogram format changes which are
currently making news in the nations
number one market, New York.
In part two, next week, SPONSOR
will examine format changes in other
parts of the country.
■iver since television barged in on
the entertainment scene and upstaged
radio with its attention-robbing pic-
tures, a considerably rattled group of
broadcasters have struggled to come
up with a winning format to beat the
intruder at its game. And all over the
country, radio pots have been busy
boiling up new ideas.
After the old radio gave way to a
basic music and news pattern, a cleav-
age split the industry with the "beat '
ounds of rock V roll on one side and
the sweet sounds of "good music" on
the other. And almost everywhere the
two wrangled over ratings.
Lately, however, rock 'n' roll seems
to have lapsed into something resem-
bling a decline. Whether it was
brought about by Newton Minow's
much publicized disapproval, or the
ealization that building a business
around youthful fads can be risky,
has not been ascertained. One thing,
however, is certain: radio stations
ieem to be wriggling out of their rock
V roll guises at a pace which can
easily be likened to a minor epidemic.
In and around the New York metro
area, for example, two major stations
have undergone a radical change:
WHN, (formerly WMGM) andWJRZ
(formerly WNTA) Newark, N. J.
Both WHN and WJRZ succeeded
in effecting radical departures from
RASH of huge posters like one above heralded WHN, N. Y., changeover. Below: heavy
emphasis on local issues, a feature of WJRZ, Newark, brings station's mobile unit to Bam-
berger's Garden State Plaza, Paramus, N. J. where WJRZ "opinion" man interviews shoppers
their previous programing philoso-
phies. WINS, on the other hand,
after an auspicious attempt to scrap
its original format appears, at the
moment, anyway, to be wavering
somewhere between the old and the
new.
An important example of how,
and why a station changes its sound,
is that of WHN, Storer Broadcast-
ing's newest acquisition. For the past
five years, under the call letters of
WMGM, the Gotham station served
up a steady diet of raucous howlers
to a devoted teen-age crowd. On the
last dav of Februarv. this vear. Stor-
SPONSOR
30 april 1962
35
ei Broadcasting shelled <>ut a record
-urn of S 1 I million for the well en-
t ■ t -in In « I rock n" roll'er, transformed
ii back to it- former call letters
\\ll\. and broke <>ut a completely
new -mind a band-picked blend of
the world- greatest artists playing fa-
miliar and enduring compositions,
with emphasis on bright, lush and
rich sounds.
I In' change was nol a spur-of-the-
moment decision. For a long time be-
CHANGEOVER ceremonies: above (l-r) Newark council pres. M. J. Bontempo; WJRZ pres.
L. Emanuel; deputy mayor, R. McKinley. Below: (l-r) G. B. Storer, Jr., pres. Storer Bdcst.;
coera star, Mimi Benzell; Manhattan Boro pres. aide, R. J. Jones; L. Baxter, Storer Radio v. p.
tore Storer put the finishing touch!
mi its purchase negotiations, Nfl]
York representatives for the broal
raster were prowling the fierceh enm
petitive market to analyze competitiy) n
programing and to determine a logi
cal and effective future program pat
tern based on obvious deficiency
and audience needs. According ti
John C. Mdler. president and geneii
manager of WHY their analysis re
vealed that *'a positive void or ga|
existed in the New York music spej
trum. At one end of the spectrum.'
>a\s Moler. "were the ultra consenl
tive, classical and semi-classical sta
tions. and at the other end. the popu
lar album and top K) stations." Th
new \\H\ format was evolved to fi
the gap between the two. he says
In order to program the new musi
cal diet it was necessary to pun hast
several thousand albums. When th<
changeover was made — when rock 'n
roll died on WMGM, and the Sound
of Music was born on WHN. the
eyes of the industry and the ears ol
the audience focused on the bi
-witch. Now, two months later, the
station, according to reports, is reap
ing a happy harvest of listeners. Alj
though it is a little too early for rat
ing reports, the station measures its
current success reports by the SRO
sign banging over the prime 7 to 9
a.m. hours from Tuesda\ through
Friday.
I he big date of the changeover was
28 February. But long before that
date, plans were being set into action
to blanket the market with new- J
the change and promotion for the new
WHN. The day before — 27 February
— a small arm) of billboard "arti-ts
covered the city and its environ
splashing billboards, posters and
buses with "Remember WHN"" signs
Newspapers carried ads showing e
transistor radio violent!) \ibrating,
alongside a calm colleague with the
legend. "From Beat — To Sweet."
\ parh was given for 1.000 from
(he trade in the Waldorf Astoria's
Grand Ballroom, to mark the return
of the original (all letters. \\ 11Y and
the advent of the new sound. On
hand for the occasion was Hugo Win-
terhalter and his orchestra, the best
example of what the new sound was
to be. Most immediate reaction to
36
SPONSOR
30 april 1962
ai
nd
11
1
2
he station was, naturally, from the
isteners. An abundant mailing poured
n with the most characteristic phrase
jeing. "thank heavens — what a re-
ief." A smattering of "We hate
W^HN" mail also showed up from
rate teenagers who now were forced
:o twist the dial in pursuit of their
accustomed brand of entertainment.
Cognizant that getting a new prod-
uct off the ground could not be ac-
:omplished without a full measure of
Bvertising, promotion and exploita-
:ion. the WHN planners allocated
more than $200.000 — a somewhat
staggering sum for a local radio op-
eration— for this purpose.
Promotions included: on-the-air
ontests; newspaper ads in all the
metropolitan and out-lying dailies
whose total circulation runs in excess
of 314 million; ads in major trade
publications which, like the consum-
er ads, emphasized the "beat to sweet"
motif with a minimum of copy; more
than 2800 billboards and posters cov-
red the area asking "Remember
WHN?"; 14,500 buses rolled carry-
ing car cards hailing the new WHN;
a tv spot campaign was consummated
with WPIX, New York City, for a
seven-day, 10-and-20 second spot cam-
paign in prime hours. To continue
the promotional campaign, WHN is
currently preparing 30-second ani-
mated trailers to be used in a four-
week period in the area's 40 Loew's
Theaters, 17,000 two-color brochures
to be mailed to professional offices
where radios are in use. and distribu-
tion of over 100.000 folders at super-
market checkout counters.
Evidence of the new WHN success
is measured in both audience and
(sponsor acceptance. In the Sound of
New York contest, a contest asking
listeners to identify sounds of the city
via mail-in-postcards. the station drew
over 18,000 cards.
Even more gratifying to the sta-
tion, however, has been the response
by advertisers. In the first 31 days.
45 new clients bought time on WHN.
Most outstanding is Eastern Air Lines
who came to the station with their
unique Flite Facts information broad-
casts. Within a short period. Eastern
more than doubled their schedule.
Other advertisers are Sinclair Oil and
Refining Company who bought news
!
EXTREMES in musical taste as personified by Frank Sinatra and rock 'n' roll "Daddy" Allan
Freed (r) were tried by WINS, N. Y. Sinatra marathon triggered temporary switch to "sweet"
music and despite reports of deluge of bravos, WINS current programing is mixture of both
shows on the station, and Salada
which sought two stations to carry
their campaign and settled on WNEW,
the longtime standby in the market,
and the new WHN.
When radio station WINS, which
for the past few years has aired a
goodly share of "screamers" catering
to the musical whims of teenagers,
suddenly flooded the airwaves with
a Frank Sinatra marathon early in
February, considerable speculation
arose in the business.
There were some who claimed the
switch to "pleasing vocalists" was
timed to jump the gun on the new
owners of WHN. WINS personnel,
however, say it isn't so.
The first signs of a change from
the "top 40" music format came dur-
ing the summer of 1961 after Ted
Steele had assumed the position of
general manager of the independent
New York City station, reports a sta-
tion spokesman. It was at this time
that the softening of the music was
initiated. This policy continued into
1962.
On the night of 10 Februarv. how-
ever, a programing error created
"the most important development in
radio since the introduction of rock
and roll in the '50s," reports WINS,
Murray Kaufman's Swinging Soiree,
normally scheduled from 7-10:30 p.m.
on weekdays and 7-11 p.m. on Sat-
urdays, was programed for three and
one-half hours on Saturday. I his.
reports the station, left Murray with
a half hour to fill. Acting in accord-
ance with the WINS policy that no
record could be played without prior
managerial approval, disk jockey
Kaufman called Ted Steele to find
out what he could use as fill. Ac-
cording to a station spokesman, Steele
suggested a Frank Sinatra album.
About 20 minutes after the Sinatra
record had started, the station's
switchboard was jammed with tele-
phone calls requesting additional
numbers by the singer. Steele decided
that since the public was in favor of
this. Jack Lazare. another station d.j.,
should continue playing the Sinatra
records. By 2 a.m. calls were still
flooding the board (98' { favorable
reaction ) . The Sinatra marathon con-
tinued on Sunday and manager Steele
decided that the station would keep
it up.
On Monday afternoon WINS' gen-
eral manager went on the air and an-
nounced that WINS was being given
"back to the people." And as long as
the public wanted this kind of music.
WINS would provide it. Finally after
65 hours of continuous Sinatra. Ella
Fitzgerald records (she was winner
in the female vocalist poll taken of
listeners by the station) joined Sin-
( Please turn to page 51)
SPONSOR
30 april 1962
37
TO SEE total area potential as it actually is, mediamarlceting team Sam Vitt (extreme r), v. p. and media director of DCS&S, and Martin
Herbst (extreme I), media research director, map out aerial route for Orlando-Daytona Beach-Cape Canaveral, Fla., area with Tom Gilchrist
(c), v.p. and general mgr. of WESH-TV. Agency feels that current statistical data today does not keep pace with the burgeoning markets
Part one of two parts
DCS&S' NEW BUYING CONCEPT
^ Agency disregards many standard measuring meth-
ods to establish new set of criteria for selecting markets
^ New plan arises from a statistics lag in markets
where population growth, industrial pace are rapid
I
nfiuenced by the rapidly changing
economics of many markets in the
space age, Doherty, Clifford. Steers
& Shenfield has come up with what
it considers a solution to the puzzle-
ment of market selection.
To find more efficient and effective
markets for their clients' media mon-
ey. DCS&S has developed a new ap-
proach and created a new concept
for market measurement — particular-
ly with an eye toward markets whose
growth potential puts them in the
category of "advanced" markets and
offer new. greater advertising poten-
tial in their regional areas.
Under the direction of Sam Vitt,
vice president in charge of media, and
Martin Herbst, research director, the
agency's new concept, labeled "Me-
piiiriniiiiuiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiir |
On-spot study
A "Flying Task Force"
composed of two DCS&S
media executives covered
over 5,000 miles to com-
pile the data for their new
concept, Mediamarketing.
They toured Daytona-Or-
lando, Fla., Winston-Sa-
lem-G r e e n s b o r o-H i g h
Point, N. C, and Norfolk-
Newport News-Tidewater,
Va., and their findings are
herein reported exclusively
in this two-part series.
38
SPONSOR
:;n ipril L962
p
diamarketing," was put to a test dur-
ing a flying task force visit to several
markets that intensive research harl
categorized as "advanced."
According to Vitt, the application
of the theoretical concept versus
factual investigation proved out the
validity of the agency's new think-
ing. "We are living in an age of
speed and change," said Vitt, "and
we must re-evaluate our buying plan-
ning on these bases. When you real-
ize that our buying policies to a
large extent are predicated on infor-
mation that is from one to two years
old, or on partial sales information,
the need for a modern concept to fit
the stepped-up pace is obvious.
"Coverage studies, for instance, are
usually two years old at the time
media planning is done. A complete
census is taken only once in ten years.
Yet these serve as basic guides for
commitments that should reflect con-
ditions one, two, three or even five
years hence. The essential character-
cording to Vitt, contains the charac-
teristics that seemed to qualify as
"advanced markets."
The agency's reasoning behind
Mediamarketing follows these lines:
The top 150 television markets
serve as the universe for most na-
tional advertisers. The first nine
markets each have over a million
television homes and would automat-
ically be included in any national
buy. The next five or so areas in-
clude markets such as Washington,
Minneapolis, and Dallas-Ft. Worth,
which are also large enough for auto-
matic purchase in a national pro-
gram.
Markets 15 through 150 cover the
area of analytical selection. Here is
where DCS&S's Mediamarketing is
designed to do its work in providing
advertisers with a competitive advan-
tage. Within this group, the median
market has 200.000 television homes.
The average difference going from
one market to another is only 3,600
from one place to another.
When growth first begins, says the
agency, the changes are often small,
almost imperceptible and quantitative
in nature. As these forces gather mo-
mentum, a point is reached where the
very nature of the market is different.
It then offers an advertiser far great-
er opportunities than the historical
data indicate.
For competitive reasons. DCS&S is
reluctant to divulge exactly how they
define an advanced market. It would
probably be pretty accurate to as-
sume, however, that it would be one
which due to any number of reasons
such as space age requirements,
unique population growths, new in-
dustrial developments, etc.. has de-
veloped a burgeoning market poten-
tial which standard statistical sources
have yet to catch up with.
In each of the "advanced markets"
which the agency task force visited,
Vitt found overwhelming evidence to
support the validity and need for
COMMUNITY leaders of Winston-Salem, N. C, (l-r) Phil Hedrick, John Comas, and Harry Shaw discuss current and future industrial and
civic plans with DCS&S' Vitt and Herbst. Collecting on-the-spot data is a key element in agency's evaluating of areas as "advanced" markets
istic — omitted by the above technique
— that will show a clear picture of the
future, is growth. This characteristic
is incorporated in DCS&S Mediamar-
keting."
Three areas for the testing of the
concept were selected: Orlando-Day -
tona Beach, Fla.; Greensboro-Win-
ston-Salem, N. C; Norfolk-Ports-
mouth-Newport News-Hampton, Va.
When split into component cities,
each of these markets would receive
only average notice. But each, ac-
homes or 1.8% of the middle market.
Yet, this small difference often serves
as the discriminating factor in the
selection of television markets. Of
course, each advertiser will modify
his list according to his own distri-
bution and sales factors and other
variables such as income level or
even political considerations. Basic-
ally, then, markets are selected on
historical information ( usually de-
picting one point in time) that gen-
erally shows only small differences
DCS&S' new Mediamarketing con-
cept.
"In the Orlando-Daytona Beach
area," he said, "we found a market
that was changing almost on a daily
rather than monthly basis. We cov-
ered the entire market by -air and
land. We spoke to all types of peo-
ple— dealers handling our clients'
products, supermarket men, workers
at Canaveral, orange growers — the
gamut. And we found the main
theme to be one of growth, strength
SPONSOR
30 april 1962
39
^
APPEARING on WTAR, Norfolk-Newport News-Tidewater, Va.,
DCS&S' Vitt (c) and Herbst (r) discuss market's growth with
L. Scott Grauel (I) of the Henry B. Gilpin Co., wholesale druggists
TOURING the Cape Canaveral area with Tom Gilchrist (I) of
WESH-TV, DCS&S' Vitt and Herbst (r) compare notes and apply
rrediamarketing formula to a market having a population explosion
and progress in this market.
"The triangle that forms the Or-
lando-Daytona Beach-Cape Canaveral
area abounds in all of the signs of
boom- new industry, new families,
homes, shopping centers. Tom Gil-
christ, vice president of WESH-TV.
Daytona Beach, put his finger on the
activit) when he told me, 'the biggest
problem we have here is finding new
names for the motels and develop-
ments going up.'
"The Orlando-Daytona Beach mar-
ket." explained Vitt. "tvpifies the
thought behind our Mediamarketing
concept. Here is an area that not too
long ago was noted largely for tour-
ists and oranges. Today it contains
Brevard County, the fastest growing
in the country. It's the promised land
for eager voung engineers, chemists.
and skilled craftsmen, as well as the
still-young old-timers who are join-
ing the multitude working in the
space industries springing up through-
out the area. This market at one
time would have ranked somewhere
in the 70-90 brackets in regular mar-
kets reports. But. with the tremen-
dous activit) blossoming in the area,
with an investment being put into
Canaveral exceeding $20 billion in
the next live years, and with the pop-
ulation up over 70' < since the 1950
census (Orlando's population has
jumped 120'v I, this area might well
meet our criteria for an advanced
market. It should he given a relative
market rating signifiicantl) higher
than its set count rating.
In the Winston-Salem-Greensboro-
rligh Point market area. Vitt found
different characteristics, but ones
which also might qualify the area as
an "advanced" market.
"The most unusual situation we
found here." said Vitt. "was that the
two counties. Forsythe and Guilford,
which comprise the center of the mar-
ket area account for the greatest pop-
ulation density in the state of North
Carolina. The population growth is
29%, nearlv double that of the na-
tional average, and the new business
and industry coming into the area
has turned this normally serene area
into a bustling, hustling complex.
"Here again we saw the proof of
the mercurial economic changes that
we feel are making current measur-
ing standards out of date before they
can be used. Winston-Salem and
Greensboro-High Point, once two dis-
tinct marketing areas, have virtually
become one entity. A recent article
in National Geographic pointed out
that this area represents the indus-
trial triangle of the state in which
'Prosperity sets the style." With new
industries and new businesses taking
advantage of the climate, attitude and
facilities offered in the area Winston-
Salem. Greensboro-High Point will
develop into one of the leading mar-
kets in the South for advertisers with-
in the next five vears."
The plans for growth and expan-
sion have been carefull) prepared and
laid out in a pattern that in itself is
indicative of the potential of the area.
And as Fred Linton, executive secre-
tary of the Chamber of Commerce
pointed out. "Every phase of our
growth has been documented by past
performance. There is no question
in the minds of our most prominent
experts, that this area will become
the most important and influential
marketing center in the state in the
\ ei \ near future. '
"In the \orfolk-Portsmouth-New-
port News-Hampton complex, usually
called the Norfolk-Tidewater market."
continued \ itt. "we again found the
characteristics of an advanced mar-
ket. Martin Herbst and I reviewed
this market in depth with the civic
and communitv leaders and found a
similar pattern of growth, new indus-
try, population increase and under-
lv ing excitement."
Comments from industrial and
business leaders indicate the potential
of this area, said Vitt. "Richard
Woodward, chairman of the Tidewa-
ter Development Council stated. 'I his
Tidewater complex is not just a com-
bination of Norfolk and Portsmouth
and Hampton and Newport News, it
is actually an area within a radius
of P>0 miles from Norfolk which will
one day be a single entity for all
marketing purposes.'
"The military buying power in the
area also was a powerful clue to the
true market status. We spoke with
{Please turn to pape 62)
10
SPONSOR
30 april 1962
RADIO RUSH IN 'DODGE CITY'
^ Dodge cars return to heavy radio for wildwest "Dodge City" sell in Philadelphia;
campaign features "Savings Jamboree" direct mail tie-in to a half-million homes
I t is often debatable who are the
"good guys" and who are the "bad
guys," but in the Greater Philadel-
phia area, $30,000 is being spent this
month on a blanket radio and local
spot tv "Dodge City" campaign to
convince listeners that Dodge cars
are on the good side of the automo-
bile fight.
Since its formation three years
ago, the Delaware Valley Dodge
Dealers Assn. has deviated from the
national campaign theme and spurred
ahead on a nationally approved and
aided local campaign with large ex-
penditures in radio. This year's na-
tional theme. "Pick a Price, Pick a
Size, Pick a Dodge," will still be
heard, however, at the same time on
many stations throughout the Great-
er Philadelphia area.
The four -week cowboy -oriented
campaign is financed 70r/£ locally by
the 33 Dodge dealers in Delaware
Valley with the balance supplied from
the factory, it is reported.
With 14 radio stations participat-
ing, the wildwest commercials am-
bush station time with 455 one-min-
ute spots a week for four weeks end-
ing 10 May, accounting for one-half
or $20,000 of the $40,000 for the
"Dodge City" campaign. $10,000 is
being spent in newspapers. BBDO is
the agency for Dodge factory and the
Delaware Valley Dealers.
To make the most of the explosive
month campaign, dealers are wear-
ing Stetson hats, western shirts and
black ties, and are adorning their
showrooms with cactus plants and
saddles. Guns and silver dollar key
chains are also showing up (the guns
to protect Dodge from "bad guys"
Chevy, Ford. Rambler, and Plymouth
dealers) .
BBDO prepared booklets for local
dealers with campaign information
and a record of the "Dodge City"
jingle for use with his own new car
or used car copy on a local station.
DECKED OUT to kill Dodge dealers, a
competitor stalks on 'Dodge City', is met by
Polaras, Darts, Lancers (dealer's dream),
sales up thru radio (broadcaster's dream)
One-minute radio commercials are
on the air through 10 May on the
following Philadelphia stations:
WCAU, WDAS, WFLN. WHAT.
WIBG. WIP, WPEN, and WRCV.
Also on area stations WEEZ, Ches-
ter; WKDN, Camden; WCOJ,
Coatesville; WBUX, Doylestown;
WNPV, Lansdale, and WNAR, Nor-
ristown. They will be heard mostly
during the traffic hours of 7 to 9 a.m.
and 4 to 7 p.m.
"We like radio," says Jarvis, "and
will probably always use it." Last
year the company spent less on radio,
about $15,000 total, on twelve sta-
tions— and no television.
On WCAU-TV (the only tv sta-
tion used in the campaign) the
schedule calls for twenty 20-second
evening commercials adjacent to Ed
Sullivan, GE Theatre, News, To Tell
the Truth, Pete and Gladys, Father
Knoivs Best, Andy Griffith, Hennessy,
Red Skelton, Ichabod and Me, Win-
dow on Main Street, Checkmate, Twi-
light Zone, Eye Witness, Perry Ma-
son, Defenders, with tie-ins on the
programing of Rawhide and Gun-
smoke. One-minute commercials tie
in with The Late Show, Marshall Dil-
lon, and The Early Show.
Gene Crain, noted tv personality,
stars on the tv spots as Marshall
"Dart" Drillum, who acts as a "tough
sellin' wrangler."
The western theme was chosen
again because of its "incredible" suc-
cess last year, according to Dodge
sales manager for the Philadelphia
region. Bob Jarvis. "We have now
chosen it for a permanent theme."
Tied in with the local radio cam-
paign is a new "Sales Jamboree"
sales building plan executed through
WIP. It is^ reported that $25,000
($12,500 from local dealers and
$12,500 from the factory) is being
spent for a 26-week spot radio-direct
mail sell, part of which will be aired
during the four-week "Dodge City"
SPONSOR
30 april 1962
41
campaign. \\ 1 1 * will air 500 Dodge
announcements, give specific dealer
locations and supply posters for each
dealer. In addition the station is giv-
ing away $15,000 in prizes which
includes two Dodge i
The "Sales Jamboree" plan calls
for direct mailings by station WIP
to a half-million homes in the Great-
er Philadelphia area (50% penetra-
tion after the elimination of homes in
the transitional and low-income
areas. I Free of charge with the
125,000 local Dodge contract for
spots i- advertising in a 24-page mag-
azine similaj to a Sunda) supplement
featuring two Dodge ears on the cov-
er. Dealer- will also have two full
pages in two-color. One page will
feature the cars; the other will list
each dealer and feature a coupon
to enter a contest. The rest of the
mailer will consist of 20 full-page ads
by other WIP advertisers offering
premiums and free coupons.
To enter the contest and he eligi-
ble for the grand prize the coupon
must he filled in and deposited in a
Dodge showroom.
The combination plan for broad-
casting and direct mail was con-
ceived less than a year ago by Oscar
E. Rudsten, \ice president of the
firm. The savings jamboree program
is copyrighted advertising programed
by \\ hizzer Sales Power Campaigns
and sold to one radio or tv station
in a market — in this ease WIP.
In the initial stages. Rudsten sold
the plan to Roy Whisnand, former
owner and general manager of
WCOP. Boston. He resigned from
the station to form Coupon Jamboree,
Inc.. now Whizzer Sales, becoming
president and Rudsten vice president.
The savings jamboree sales building
plan is being franchised to leading
stations in the key markets of the
United States.
"The revolutionary concept of
combining air media with visual ma-
terial and merchandising directly,
ui\e< the advertiser added mileage
out of advertising dollars," accord-
ing to Rudsten.
The savings jamboree sales plan is
being u-ed at this time 1>\ Dodge on-
l\ in the Philadelphia area. Some of
300 stations, in more than T.i metro-
politan areas, are being used in the
concurrent national campaign. ^
AN AGENCY EXEC
^ Foote, Cone & Belding's James Beaeh cautions nets
against too many New York strings on division clients
^ A former net official, he proposes more operating
efficiency to provide reduced costs to net advertisers
J CHICAGO
ames W. Beach, broadcast super-
\ isor and client relations executive,
Foote. Cone & Belding, Chicago, has
some frank opinions on how the
needs of major tv advertisers might
be advanced. Vice president until
last year of ABC TV's Central Divi-
sion. Beach draws on a 22-year ca-
reer in broadcast advertising to form
his theories.
One of the most severe problems
besetting the television industry to-
day, says Beach is this: too often, the
networks and their New York-based
executives, full of good intentions,
are not always familiar, or in con-
cert, with the ultimate objectives of
non-New York advertisers. Among
these advertisers, he claims, are some
of the largest and most important
supporters of network operations to-
day.
His FC&B job takes him into the
area of program selection as well as
client relations, where he reports to
Homera Heck, director of broadcast.
Beach entered the television indus-
tr\ in 1949 when he joined station
WBKB (TV), now ABC's o&o sta-
tion in Chicago. Serving as sales
manager during the station's inde-
pendent years (prior to the AB-PT
merger), his innovations in this mar-
ket include: the first sponsorship of
tv baseball by Atlas-Prager beer: the
first late night movie strip; and the
first major dramatic series sponsored
by a leading department store, Mar-
shall Field & Co. From that post —
where he also served as station man-
ager— Beach moved to the network
level as director of ABC TV's Cen-
tral Division, in May 1955. In No-
vember 1956, he was elected v. p. in
(barge of the Central Division.
Prior to the advent of television.
Beach was with several Chicago ra-
dio stations in executive capacities.
He came to broadcasting from the
newspaper business, where he began
as a reporter, and later became an
advertising executive.
As ABC TV Central Division v.p.
— a post he resigned last May —
Beach's activity included network cli-
ent contact throughout the midwest,
or, as Beach prefers to call it, the
outside-New York advertiser.
"The role of a network executive
today is by no means a simple one,"
Beach explains, "Program schedul-
ing, program policies, sponsor con-
flicts, and limited time, all contribute
to the complexities of the job."
But, Beach points out, this is fur-
ther complicated for the outside New
York agencies and clients, all of
whom are striving to maintain share
of market positions through the ex-
pensive medium, television advertis-
ing.
According to Beach, this problem
stems from the apparent misevalua-
tion, at times, of non-eastern adver-
tisers' problems by network officials.
One of the prime causes of what
Beach terms "improper measure-
ment" on the part of New York-
headquartered network executives is
their consistent reluctance (whether
conscious or unconscious) to fully
recognize representations transmitted
to headquarters by network division-
.al offices.
"This apparent oversight," he says,
"results in advertisers and their
agencies situated outside of New
York often being forced to circum-
vent the network's divisional offices,
sales representatives, and administra-
tive executives in order to obtain
scheduling and program decisions as
well as solutions to their advertising
problems."
Beach feels that this particular
42
M-oNSHH
30 april 1962
SAYS NETS MUST STREAMLINE
situation, in addition to creating
massive inconvenience, has led to
rising costs of doing business with
networks — a problem voiced more
and more by many medium and large
advertisers.
It is Beach's conviction that if
there were a more adequate flow of
information between the network
headquarters and its divisional rep-
resentatives, there would be a marked
decrease in agency and advertising
man-hours necessary to resolve many
of the problems involved in servic-
ing television advertising schedules.
By the same token, Beach feels
strongly that a willingness to vest re-
sponsibility, and, where possible, au-
thority in divisional network execu-
tives would result in increased bene-
fits for the advertiser in terms of bet-
ter service at lower cost. Of this,
Beach says, "probably in no other
American industry is the divisional
office given as little consideration as
in television, and yet. the divisional
heads are held responsible, in the
final analysis, for the sales perform-
ance and service follow-through of
their respective offices."
More regard for teamwork is the
answer, Beach feels. "Quarterbacks
are necessary in any ball game, but
it's the team that is responsible for
the final score." For example, he ex-
plains, most businesses (whose sales
representatives and divisional ex-
ecutives are usually paid consider-
ably less than those in the television
industry) rely on these same men to
demonstrate mature judgment in field
negotiations and decisions. First, of
course, they are thoroughly indoc-
trinated in company practices, prod-
ucts, prices, and policies.
There are many times, Beach ac-
knowledges, when home office and
management must be consulted and
quite often called in actively to help
consummate final agreements. But,
he points out, in most industries this
is the exception rather than the rule
— as it seems to be in network tele-
vision negotiations.
"If it were otherwise," he says,
"The results would be decreased cost
of operation, keeping the end price
to the buyer at a minimum."
Adding to the spiraling costs of
network tv are these factors, Beach
feels: travel expense; long distance
telephone bills (usually beyond the
comprehension of those outside the
business) ; interminable waiting for
decisions and resolutions affecting
the tv advertiser's schedule, and
therefore, his marketing problems
and sales goals. All of these, says
Beach, plus the added manpower in-
volved, mean higher costs to an in-
dustry whose current prices seem in-
flated to the breaking point.
Beach does not wish to sound like
an angry critic of broadcasting. He
is quick to point out that both tv and
radio, with all their attendant service
complexities, serve unparalleled roles
[Please turn to page 62)
r
ONCE V.P. of ABC TV's Central Division, Beach
is broadcast supervisor and client relations
executive, FC&B, Chicago. A 22-year broad-
cast veteran, he has voice in program selection
SPONSOR • 30 APRIL 1%2
Important?
The head belongs to Rege Cordic :
owner of 1 ,2 1 5 ft. of working rail-
road. He's also a husband, father,
wit, community leader, and friend
of millions.
Does this make him important?
Not in itself. For surely the meas-
ure of any of us must also include :
the goals we set, how well we work
at them, and how our community
( as well as those close to us ) meas-
ures us.
And these, surely, are as good
measures for an organization as a
man; whether in business or pub-
lic service... or in broadcasting
(which is both).
Thus, Rege Cordic is one of a
team of 21 people, combining
their minds and voices to meet a
common goal. They are the regu-
lar Program and News staff of
KDKA, whose deeply familiar
voices are KDKA radio on-the-air.
Their goal reaches well beyond
their pride in being champions.
(KDKA has a larger audience
than all other Pittsburgh radio
stations combined.)
The measure of their goal is
larger than numbers. It is clearly
seen in the three-phase objectives
of KDKA's day-to-day operations.
These focus on making KDKA's
community of listeners the best
informed .. . and most involved in
community affairs . . . and best en-
tertained listeners in the world.
Nothing less.
This requires that News-in-
Depth, Public Service and Com-
munity Involvement must all be a
daily matter at KDKA; presented
by trusted and talented friends;
with Music, always freshly chosen,
for the dominant "Middle Audi-
ence" of America's musical tastes.
This sums up the basic design
and common goal of all WBC
Radio Stations— whose impor-
tance is to be measured in how
their communities respect and re-
spond to them, as prime movers of
ideas and goods . . . and people.
WESTINGHOUSE BROADCASTING
COMPANY, INC.
WBZ + WBZA, WBZ-TV, Boston; KDKA, KDKA-
TV, Pittsburgh; WJZ-TV, Baltimore; KYW, KYW-
TV, Cleveland; WOWO, Fort Wayne; WIND,
Chicago; KEX, Portland; KPIX, San Francisco.
SPONSOR
30 april 1962
45
wm®
Check Pulse and Hooper . . . check
ihe results. You don': have lo be a
Rhodes scholar lo figure oul why
more naiional and local advertisers
spend more dollars on WING than
on any other Dayton station. WING
delivers more audience and sales.
Think BIG . . buy WING!
rober! e. easiman & co.. inc.
ATlONAt RffBEUNTA!
DAYTON . . . Ohio's
3rd Largest Market
Media people
what they are doin,
and savin
TIMEBUYER'S
CORNER
Frank (irmly, who was a media supervisor at Y&R, New
\ ork, has joined the agency's Chicago office as manager of the
media relations department . . . George Allison has left Need-
!iam, Louis & Brorhy, Los Angeles, to become media director of
Doyle Dane Bernhaclrs L.A. office, succeeding Jerry Sachs who
joined Larson/Roberts as media director . . . Joseph St. Georges
has been appointed senior media director and v. p. at Y&R, re-
sponsible for new research, accounting, and computer methods.
LUNCHING: Ben Hovel (r) of WKOW & WKOW-TV, Madison, Wis., entertains
John Myers, Ogilvy, Benson & Mather timebuyer -for Shell Chemical, at the Envoy
Joe Burheck of Compton is getting his 21-foot Star Boat ready for
summer racing at Larchmount. A friend of Burbeck's was on the craft
last season and was quite concerned when a storm came up. He asked
how far they were from land and Burheck estimated about 10 miles.
"Which direction?" the friend queried.
"Straight down!" said Burheck.
John Mvers of Ogilvy, Benson & Mather, lunching with visit-
ing Ben Hovel of WKOW and WKOW-TV. Madison, W is., com-
mented: "It's a funny thing about New York. It has more
movies, more theatres, more museums, more parks — and more
people with nothing to do than any other city in the world."
Joan Shell of Grey, who recently returned from an extended trip
abroad, told a rep her impressions of the various European capitals. Of
Rome she said: "Rome is to men what Disneyland is to children."
(Please turn to page 48)
16
SPONSOR
30 april 1962
%
AWARDS LUNCHEON
1962 AMERICAN TV COMMERCIALS FESTIVAL
GRAND BALLROOM
WALDORF-ASTORIA
NEW YORK CITY
FRIDAY, MAY 4th
Presentation of Awards and Screening of top film and video-tape
selections from 35 Product Classifications by prominent adver-
tising executives on five regional TV Commercials Councils
Workshop on Trends & Techniques
10 A.M. to 12 Noon
Cocktails . . . Exhibits at Noon
EXTRA! Stan Freberg! Speaker
"Award Winners Do Move Merchandise'"
PREMIERE! -'Heartbeats of '62"
Film Review of the Years Trends
Regional Festivals to Follow:
May 11th — Sheraton-Chicago
May 16th — Park Plaza, Toronto
June 7th — Sheraton-Dallas
June 13th — The Beverly Hilton
Ad Clubs, Agencies, Advertisers, Production Companies and
others wishing to book the Winners, or Top 150, or any of the
25 Product Category Reels or to arrange special workshops,
contact
1962 American
TV Commercials
Festival and Forum
// allace A. Ross, Director
40 East 49th Street
New York 17 — EL 5-5877
RESERVATIONS SUGGESTED
FORMS AVAILABLE
PLEASE SPECIFY WHICH CITY
SPONSOR
30 april 1962
47
^C.i
nTO1^
1st.. .in Communitq Life
1st... in Overall Ratinqs
1st.. .in Sell
1st... in Adult Listening
v ^-^ ^
RADIO 132.
Allentown -Bethlehem - Easton
5000 WATTS. No. 1 latest Hooper and
Pulse. Lowest cost per thousand-audi-
ence in vast Lehigh Valley growth
market. First with BlueChip advertisers.
RADIO 138
Tampa - St.'Fetersburq.FIa
5000 WATTS No. 1 January-February
1962 Hooper . . double of all other
area stations. Lowest cost per thousand
audience ... in fast growing Tampa-
St. Petersburg morket.
T7TF
RADIO ez
Beckleq - W. Virqirvia
1000 WATTS. No. 1 Hooper and Pulse
surveys, serving 9 big counties in heart
of West Virginia. Lowest cost per thou-
sand audience . . . featuring great
personalities.
RADIO I I I
Philadelphia. Area
500 WATTS. No. 1 latest Hooper sur-
vey report, covering large Philadelphia
and Norristown market . . . where bulk
of consumers live and buy. Lowest
cost per thousand audience.
TITT
RADIO \21
Jacksonville -floridaL
1000 WATTS. Rahall Radio's newest
baby, with new eye-catching radio
format. Climbing doily in ratings. Get
the facts on low-cost coverage in
greater Jacksonville market.
RAHALL RADIO GROUP
N. Joe Rahall, President
Represented nationally by:
ADAM YOUNG. New York
Philadelphia Representative:
Paul O'Brien,
1713 Spruce St., Phila., Pa.
TIMEBUYER'S
CORNER
tinned iron) pagt U
W hen John Ganthier of CHLT-TV, Sherbrooke, (^ue., called
on Helen Thomas. v. p. and radio tv director of Street & Finney,
he tohl her about his station's coverage of ceremonies by the
Koyal Mounted Police. "Their guiding principle," said Gauthier,
*"is always get your man."
"\\ e have the same thing in this country," Miss Thomas re-
marked. "Onlv we eall it Selective Service."
RECENTLY appointed group heads at K&E, Paul Roth (I) and John Shima (r), dis-
cuss markets with Marty Colby (c) of Triangle Stations, tv sales, at Pen & Pencil
David Rapaporl of Mogul, Williams \ Saylor sent a young lad) to an
agenc) which is looking for computers. The group supervisor at the
agencj told her that his media department was continually expanding
and that there would he many opportunities for a computer to advance.
I hen he asked the girl how old she was.
"Twentj -two," she replied,
"Well, what would you like to he in three years'.''" he asked.
"Twenty-five, she said without hesitation.
Phil Brooks of Donahue & Coe, who was named Speed-to-
Burn when he was a half-back at Arkansas U., tells about the
time the eoaeh gave instructions to some students from Missis-
sippi on how to play football. "Remember, fellows, if you can't
kick the balk kick a man on the other side. Now let's get busy.
Where's the ball?"
One of the Mississippians shouted, "Who needs a ball? Let's
.-tart the game!"
48
SPONSOK
30 LPRIL 1%2
BBDO
[Continued from page 31)
for each potential media vehicle and
ad unit. Example: Tv Program "A"
may have an R.E.U. total of 10.76
per 60-second commercial and 7.52
per 30-second commercial. This
means that the 60-second commercial
delivers only 33% more in effective
exposures than the 30-second com-
mercial. A page four-color ad in
Magazine "B" may have an R.E.U.
total of 3.75. This means it delivers
only half as many effective exposures
as the average 30-second tv commer-
cial in Program "A," etc.
8. Applying cost factors. Costs,
discount structures, rate increases.
etc., are now developed and listed for
each media vehicle and its ad units.
9. Determining restrictions. Re-
strictions are those elements in logi-
cal media planning which help to
control or guide the direction of the
plan. Such restrictions as the follow-
ing must be considered: the auto-
matic inclusion of specific media
schedules in tv programs or maga-
zines because of already existing cli-
ent commitments; the need for dis-
tribution of ad dollars between me-
dia or ad units, based on corporate
commitments, copy strategy, com-
pany tradition, policy, etc. ; upper
purchase limit — not more than 52
minute commercials can be used in
Tv Program "A," etc. ; decisions in-
fluencing discount structures; spe-
cific decisions on audience weight
for specific copy approaches; special
media requirements, often on a one-
time basis, for such activities as new
product introductions, holiday
pushes; restrictions caused by mer-
chandising or "impact on the trade"
factors.
10. The LP solution and its uses.
All of the factors thus far outlined
have been considered, quantified
and programed in the computer. A
solution from the computer is re-
quested and obtained. The computer
mechanically relates the desired mar-
keting objectives, restrictions, and
other requirements set for the plan
to the costs, audience delivery, pro-
files, exposure and "impact" pro-
vided by each media vehicle and ad
unit. The result is the selection of
those vehicles and ad unit schedules
which, in combination, come closest
to fulfilling the objectives, in relation
to the budget outlined. Cost efficiency
is maximized. This solution from the
computer is a reflection of the rela-
tionships between the input data and
judgmental direction which was fed
into it. Often the first solution will
not make sense, which doesn't reflect
on the computer's accuracy. It re-
flects on the value of the direction
given or on the input data itself.
If, for example, a certain medium
or ad unit has been over-evaluated,
this will soon show up in the LP so-
lution. Thus, re-evaluation is neces-
sary, and the entire project may be
resubmitted to the computer for a
second solution. Often a question
may be resubmitted five to 10 times
to get a clearer "fix" on the relative
yield of the possible media plans or
combinations involved. Here, BBDO
stresses LP's flexibility to the media
planner, since the process tells him
exactly what he gets for a given solu-
tion as well as how many other pos-
sible combinations would change this
result. Whenever one media vehicle
is substituted for another, say the
agency's media people, the exact
gain or loss which this causes is
easily calculated in a matter of sec-
onds.
In all of its seminar-breakfasts.
BBDO media men have emphasized
that the basic point to remember
about linear programing is that it
does not write, rationalize or present
media plans, and that it does not take
precedence over the final judgment
of the media planner. Said Manelo-
veg, in a recent memorandum to
agency personnel. "LP is only one
aspect of media planning. It broad-
ens the media planner's scope, it
makes his judgments more precise
and logical, and it in no way reflects
a mechanical, numbers-only approach
to media selection."
Maneloveg also assured his staffers
that "the media department can and
will solve the problem of obtaining
reliable audience and ad exposure
data, without which no realistic use
of LP is truly possible."
Some of this optimism is based on
the ARB "full speed ahead" an-
nouncement. Although this com-
pany's final plans will not be com-
pleted for a week or so. Jack L.
Gross, manager of ARB's New York
office, has told SPONSOR that the
"much-needed demographic mate-
rial" will definitely include the fol-
lowing:
1. Breakouts of adult males and
females in the 18-39 age group, as
well as teen-agers and children.
2. Additional marketing data by
size of family.
3. Age of the youngest child in a
household to show the stage-of-life
the household is presently in.
1. Data by working and non-
working housewives.
5. Education of the head of house-
hold.
As for the actual industry response
to these' recent computer and market-
ing profile developments, SPONSOR
has found that although many orig-
inal fears and misunderstandings
have been either abated or quietened,
the overall climate has not essentially
changed since its 29 January report.
Many reps, and competitive agencies,
still feel that the BBDO action is
"premature," since the "new data is
still to be gotten, and yet to be
proved."
One rep told SPONSOR that there is
almost universal condemnation of the
ARB decision, among their own
ranks as well as in "major agency
circles." Another rep (and, under-
standably, no rep wishes to be quot-
ed directly in the face of BBDO's
Daniel W. Kops,
• President
Richard J. Monahan,
• Executive Vice President
WTRY
Albany • Schenectady
• Troy
REPRESENTATIVE
. John Blair & C
<£
REPRESENTATIVES
i fieo. P. Hollingbery C<
• Kettell-Carter, Inc.
WAVZ
New Haven, Conn.
SPONSOR
30 APRIL 1962
49
now-definite inclusion of linear pro-
graming in media Belection) contend-
ed that "many with whom I have
spoken feel BBDO is going about this
thing backward, since judgment fac-
tors should not be put into a com-
puter. Only non-judgment factors
belong there." ARB. however, does
not consider tlii> argument valid.
since "judgmental factors have al-
ways played a considerable part in
media planning, and here you're
merel) giving numerical weight to
them."
But one thing almost all are agreed
upon: what BBDO started is no Sash-
in-the-pan. There may be enraged
criticism of certain methods and
techniques, accusations both of pre-
matureness and "publicity seeking"
and there are main but the agen-
■ \ a avowed faith in linear program-
ing, along with ARB's expansion of
its services, are having a real, if not
profound, effect on every agency, rep
and station in the country. SPONSOR
titled its initial 29 January story.
" Advertising enters the age of com-
puters." \s of 30 April, a scant
three months later, it may be said
that the foot is well inside the
door. ^
JINGLE WRITERS
i Continued from page 34)
ternity. After Newport came Kent.
Bon Ami Jet Spray and Dust-N-Wax
and York Imperial kiiii: Size. Just
released is a Cities Service jingle and
next month there will be an American
Gas Company musical epic. When
the client and agency execs heard the
gas commercial for the first time,
they rhapsodized: "This will knock
electricity out of the box."
How can the state of jingle writing
be improved? It can be beefed-up,
said Adler. by the clients and agen-
cies sharpening their ears and be-
coming more hyper-critical in selec-
tion of material to he presented to the
public. "We must look for more and
better composition and certainly for
better recording and production," he
said, "I have been fortunate in every
instant with the agencies I have
worked. They have allowed me to ex-
press myself freelv and they have al-
lowed me to develop as a writer in
the field. For this I'm grateful. I look
forward with enthusiasm to writing
more compositions for the Madison
Avenue literature."
\dlei prides himself on the -t.ill
he assembled to help produce "the
Madison Avenue literature" he speaks
of so frequently. His staffers include
^id Ramin, arranger; Hal Hastings,
conductor: Sandy Block, bass player
and contractor who hires the best
\. A. Philharmonic players; and
Herb Shutz, musical assistant and
pianist.
\cller notes with some regret that
Madison \\enue "pays millions for
talent hut hubbkas for creativity. I
cant" see any reason why the Madison
Avenue song literature can't ultimate-
ly become as beautiful as the songs
on Broadway."
\\ alker, the "Chicago School" mu-
sic-commercial writer, agrees with
Adler and others in the business that
in comparison to the money paid to
performing talent in use fees, "I think
the prices are too low for jingle
writers. Certainly the efforts of the
w riter, composer, arranger, and pro-
ducer are as important to the success
of the spot as those of the talent. This
is, of course, an age-old question in
all fields of the arts — who is impor-
tant, the playwright, the producer, or
the star?"
Still another aspect of the con-
temporary jingle-writing industry is
the service provided by Musical Con-
cepts .Inc., which offers an intriguing
package to local radio and tv stations.
On an exclusive basis, a station hires
this organization to fashion custom-
tailored jingles for local advertisers.
Armed with this tool, station sales
personnel have found an effective way
of garnering additional business. An
MCI representative is sent to the sta-
tion and gives the personnel a sales
training indoctrination on the use of
"musical images" as the means of in-
creasing sales. It is reported that
many stations increased their busi-
ness as a result of alliances with MCI.
"Each local advertiser receives the
big-time Madison Avenue treatment
with at least a 24-piece orchestra and
six vocalists," Jerry Marshall, presi-
dent of MCI, told sponsor. "This is
something they could never have be-
fore. For the first time in radio sales
history, a station can offer the local
merchant a good reason to advertise
on radio ... an opportunity to give
him a national sound in a local mar-
ket— something heretofore impossible
to achieve because of prohibitive
costs involved in such a production."
SPONSOR readers are already fa-
miliar with Raymond Scott who has
successfully married jingle music and
electronic s. Scott s commercials, era-
ploying "Sounds l.lectronique" or
"The Karloff" for lack of a better
term, have proved a boon to numer-
ous commercials including Autolite,
Nescafe, \ im, Barker Pens, Thermo-
fax. Alcoa \\ rap .and Continental
Baking. It is Scott's conviction that
the only way to obtain the viewer's
car (The \iewer is bombarded 1>\
some 500 commercials per week) is
to "Grab em by the ears." One such
means is the musical-electronic com-
bination created under Scott's direc-
tion.
Besides increasing their stature in-
dividually, the jingle writers have
banded together in an effort to set
industry standards, better the musical
commercial climate, and upgrade the
relationship between its members and
the advertising agencies. This or-
ganization, appropriately enough, is
known as the Musical Commercial
Producers Assn. with headquarters in
\ew York. President is Phil Da\i-.
also president of Phil Davis Musical
Enterprises. Inc. It is Davis' hope
that the agencies will utilize "more
fully the professionalism and experi-
ence of independent musical commer-
cial producers" and also "utilize their
knowledge and services in package
productions that guarantee freedom
from union, bookkeeping, production,
legal and other headaches . . . and
revise inequitable thinking that ex-
pects top level producers to submit
creative ideas on speculation or for
free."
Hank Sylvern, president of Signa-
ture Music Inc.. and a vice president
of MCPA. feels that "things in the
jingle jungle are looking up . . . peo-
ple are beginning to realize that jin-
gle writing is a highly creative art
and in many instances, the jingle is
the springboard for an entire cam-
paign." S\ hern's credits include Gen-
eral Tire. Ipana, Pepsi-Cola (Be So-
ciable). RCA. Squibb. Plaid Stamps,
Whirlpool, IBM and Trinut Marga-
rine.
Morris Mamorsky is first v. p. of
MCPA. Victor Sack, business man-
ager of Scott-Textor Productions,
Inc., is secretary. Gene Forrell. presi-
dent of Forrell, Thomas & Polack
Associates. Inc. is treasurer. Mem-
bers of the board of directors include
Chuck Goldstein, president of Chuck
Goldstein Productions. Inc.: Curt
50
sponsor
30 \pril 1962
Biever, president of Biever & Stein
Productions, Inc., Tony Faillace,
president of Faillace Productions,
Inc., Howard Plumer, president of
Hap Music, Inc.; Will Lorin, presi-
dent of Will Lorin Productions, Inc.,
and both Jerome and Maltby.
Observers in the industry view the
creation of the MCPA as a sound step
in uplifting the jingle writing game —
in helping to bring the "June-Moon,"
"Hello-Jello" academy into an infi-
nitely more cleff-charmed entente with
with the button-down. Oxford-shirted,
Madison Avenue circle. The evidence
now seems to indicate that a spoon-
moon wedding trip between these two
creative forces can't be avoided. ^
RADIO FORMATS
(Continued from page 37)
atra. Since then, other well known
artists have been added to the WINS
lineup.
A flood of mail poured into the
station from appreciative listeners
and the WINS switchover won the
favor of clients. Sid Kellner, Pace
Advertising account executive on the
Manhattan Medical School account,
reported a 15% increase in response.
In addition, automotive, industrial
and food accounts, formerly difficult
to sell, are now advertising, the sta-
tion reports.
In recent days, however, radio col-
umnists have reported that WINS,
currently the piece de resistance in
a $10 million cash transaction which
will make the station a Westinghouse
Broadcasting Co. property, has gone
back to its former rock 'n' roll sounds.
A sponsor query on the subject,
however, brought this clarification
from the station people: "WINS does
not base its record selection on the
top 40, top 60 or top 100 charts. The
station plays only the songs and ar-
tists its listeners want to hear. This
includes a well diversified blend of
current popular hits, new versions of
old standards, and old original hits."
What happens after WBC assumes
ownership remains to be seen.
In Newark, N. J., early this spring.
36-year-old radio facility WNTA un-
derwent a complete change in pro-
graming, as well as advertising phi-
losophy, when it was purchased by
Bergen Broadcasting Co. Under its
new call letters — WJRZ — the station
geared itself to servicing the metro
New Jersey area, with New York City
thrown in as bonus.
"The new letters," says Lazar
Emanuel, president of Bergen Broad-
casting and head also of Bergen's
parent company. Communications In-
dustries Corp., "spell out removal of
the long eclipse under which north-
ern New Jerseyites have been living
for over 300 years. They also iden-
tify a 21-hour-per-day radio service
dedicated wholeheartedly to the more
than four million people living in this
metropolitan area."
In keeping with Jersey-geared serv-
ice, the station's programing was
completely revamped. From a straight
music and news operation, the sta-
tion went heavy on news I with 17
New Jersey news editions daily) and
public service. Public service pro-
grams (backed up by a daily editor-
ial), delve into controversial state is-
sues, with provisions for the expres-
sion of public views. The music pro-
grams were also revamped to cater to
the musical tastes of New Jerseyites.
A large volume of pre-planned
promotion went into the changeover.
To spark a bit of state pride in the
proceedings, New Jersey Gov. Rich-
ard J. Hughes, U. S. Senators Clif-
( Please turn to page 62)
ROANOKE- VIRGINIA'S NO. 1 TV MARKET*
(57th IN THE NATION)
with 317,900 TV HOMES
as compared to
309,000 in MARKET B
282,800 MARKET C
5{* SOURCE TELEVISION MAGAZINE
The people who live in this vast metropolitan , urban and
rural market look to WSLS-TVW ( N BC in ROANOKE, VA.)
for quality entertainment and authortative information !!
U/CI 0 Til i r«l I National Representatives!
IfOLO"! V J [IJ AVERY- KNODEL, INC.
SPONSOR
30 april 1962
51
SPONSOR
WEEK
WRAP-UP
4 A's
(Continued from Sponsor Week)
23 April, at the Waldorf-Astoria in
New York. Ninety advertising peo-
ple representing 40 countries at-
tended.
After three days in New York, the
meetings shifted to White Sulphur
Springs, W. Va., where the 4 A's an-
nual meetings are taking place.
After three days in Washington,
D. C, the group is expected back in
New York this week for three addi-
tional days. The meetings end 4
May.
Advertisers
■■■■■■— — — — —^nMH
The gas industry will spend in excess
of $160 million in 1962 on advertis-
ing and promotion.
Harold Massey, managing direc-
tor of the Gas Appliance Manufac-
turers Assn. told a meeting of the
group in White Sulphur Springs that
1961 expenditures by gas utilities
and pipeline companies topped $119
million, most of it spent in local
broadcast and print. The Assn. it-
self last year spent some $5.6 mil-
lion, including $2,900,000 for tv spon-
sorship.
Note: the Assn., via Lennen &
Newell, has just signed for an al-
"CALLL FORRR Jackie Gleeasonn" echoed
at the Atlantis Country Club as Johnny
Philip Morris sought the comedian whom
Marlboro will sponsor next fall on CBS TV
ROMPER ROOM teacher on WTAE, Pittsburgh, Janey Vance (behind sign) poses with some
of the 1,000 kids who met favorite station personalities at an Easter Seal bowling promotion
FORD FALCON give-away, run by Bay
State Petroleum on WBZ, Boston, drew many
entries, being checked by station's Carl
deSuze (I) and Bay State pres. Sol Bloom
MODEL HOME for WTTG, Washington,
D. C., and parent Metromedia is now under
construction. Ground-breaking was held
last week for the 5151 Wisconsin Ave. center
SALES TIPS on 'The Story of . . .' are given
Ziv-UA staff by exec. v. p. for sales M.J.
(Bud) Rifkin as Len Firestone, sales v. p.
(I), and Ed Broman, Chicago v. p., look on
Si
SPONSOR
30 APRIL 1902
ternate week half-hour of NBC TV's
Dick Powell show for the fall.
Campaigns: Esquire Shoe Care Prod-
ucts plans a record-breaking budget
for 1962, with the emphasis on seven
NBC TV daytime shows aimed at
women, who buy 85% of all shoe
polish . . . The state of North Caro-
lina (Bennett-Advertising) is expand-
ing its use of air media (last year it
used virtually all of N. C.'s radio and
tv stations) to some 25 out-of-state
cities to promote summer tourism.
PEOPLE ON THE MOVE: Roy D.
Sherwood to assistant director of
advertising for Falstaff Brewing
Corp. . . . Russell C. Mock to adver-
tising and sales promotion manager
of Bell Sound division of Thompson
Ramo Wooldridge.
Agencies
Leo Burnett has just joined the pa-
rade of U. S. agencies with overseas
branches, partnerships or affiliations.
With Burnett it's the buying of a
principal interest. The firm: Leggett
Nicholson, Ltd., of London. It bills
around $5 million.
Agency appointments: Horizon Land
Corp. ($2,500,000) to Mohr & Eicoff
for developments in El Paso, Belen,
Albuquerque, and Cochise County,
Arizona . . . Adolph Kiefer & Co. and
Water World to R. Jack Scott . . .
Silver Skillet Food Products to Wil-
liam Hart Adler . . . Milano Ski Fash-
ions to Allenger Advertising Agency
. . . CBS International to Muller,
Jordan & Herrick from Donahue &
Coe . . . Central National Bank in
Chicago and The Harvey Federal
Savings & Loan Assn., Harvey, to
Geyer, Morey, Madden & Ba'lard . . .
Heublein to Benton & Bowles for its
Harvey's Ports and Sherries ($600,-
000) from Victor A. Bennett . . .
Swift & Co. to McCann-Marschalk
for its canned meats division ($400,-
.7*v
NOTHING ON but entries donned
to show the overwhelming response
to a recent promotion which KAPE
staged for the Handy Supermar-
kets of San Antonio. The miss be-
hind the mail is Karen Luecke,
member of station's distaff side
TWISTIN' TIGER (Chase Webster) from WMAK, Nashville, and June Wilkenson of Twist
All Nite' dance for (l-r) program dir. George Williams, d.j.s Mike McCormick and Ted Stone
MISS STRUCTURAL Steel Sue Doyle pre-
sents safety hats to WJBK-TV, Detroit, news
dir. Carl Cederberg and pres. and gen mgr.
L. M. Carino for use when covering construc-
ton progress at Detroit Bank & Trust bid.
SPONSOR
30 april 1962
53
000), from Dancer-Fitzgerald-Sample.
Swift's Derby Foods, which it con-
siders competitive with the canned
meats, are handled by another Inter-
public agency, McCann-Erickson.
New agencies: Don Martin, former
executive vice president of Adver-
tising Associates and previously ad-
vertising and sales promotion man-
ager of the C. F. Sauer Co., has
formed his own agency in Richmond,
Va. . . . Robert H. Gray and Thomas
D. Sceals have opened Central Vir-
ginia's first full-scale agency in
Lynchburg called G/S Associates.
New address: Bernstein Advertising
Agency is closing up shop in Buffalo
on 1 May after 28 years and resum-
ing business in Phoenix about 15
June. Temporary address is First Na-
tional Bank of Arizona, 411 No. Cen-
tral Ave.
Top brass: John L. Baldwin, v.p. and
account supervisor at Kenyon &
Eckhardt, to assistant manager of
the Boston Office ... J. Wallace
McGough to a partner in the Radow
& Alpers Advertising Agency of
Columbus . . . Walter H. Burnham to
honorary vice chairman, George A.
Erickson to vice chairman and mem-
ber of the finance committee, and
Franklin E. Schaffer to executive
vice president and director of Dore-
mus & Co. . . . William McKamy to
vice president and chairman of the
plans board at Long, Haymes & Carr.
New v.p.'s: Tully Plesser at Fuller &
Smith & Ross . . . Oscar Lubow at
Young & Rubicam . . . Allan Gavan
and Kenneth P. Torgerson at Dancer-
Fitzgerald-Sample, New York ... Ed-
ward A. Kandle and Philip H. Willon
at N. W. Ayer . . . William A. Rockett
and Mildred Carlson at Charles F.
Hutchinson . . . C. Paul Luongo at
Copley Advertising Agency.
PEOPLE ON THE MOVE: Robert Oleff
to manager of the Chicago office of
Preiss & Brown . . . Alice Hausman
and William McQuillan to copy group
heads at SSC&B . . . Malcolm L.
Mackenzie to plans director at Gray
& Rogers . . . Jean Spencer to ac-
count executive and David H. Mitchell
to the marketing department at
Doyle Dane Bernbach . . . Mona
Pressman to account manager at
Weightman . . . Claire Boasi and
Margo Neumann to The Rowland
Co. as account executives . . . Leslie
Wallwork to media buyer at McCann-
Erickson, Los Angeles . . . Sara Fox
to creative head on Max Factor at
Geyer, Morey, Madden & Ballard . . .
William H. Friedman to Ketchum,
MacLeod & Grove as an account ex-
ecutive in the public relations de-
partment . . . Anthony J. Froio to
group account executive at Kudner
. . . Andrew Lorant to account execu-
tive at Harold Cabot & Co. . . . Nor-
man E. Ross to account executive at
Hill, Rogers, Mason & Scott . . .
William C. Pullman to marketing su-
pervisor and Jules D. Wimberly to
premium and promotion manager at
NL&B . . . Rowena Pearl to media
director at Dunay, Hirsch & Lewis
. . . Ruth L. Simonds to media di-
rector at Copley Advertising.
TV Stations
Small market stations have a tough-
er time building community accep-
tance than the metropolitan giants,
according to Raymond E. Carow,
managing director of Gray Televi-
sion.
The company, which two years ago
bought WJHG-TV, Panama City,
faced quite a problem when it found
that the station was "the joke of the
industry." Now, two years later, the
station is on the way up, in both
sales and programing and Carow at-
tributes it to these steps, among
others:
• Intense participation in civic
affairs by station personnel.
• Stepped-up local news cover-
age.
• Origination of a sort of draw-
from-the-people type of programing.
• Editorializing on the state and
national levels but remaining rigid-
ly neutral on the city and county
level, an area "that can become a
political jungle at the drop of an
insult."
Ideas at Work:
• Smarting from newspaper criti-
cism that tv weathercasters do noth-
ing but "shove little bags of weather
information around on a display
board," WNBS-TV, Columbus weath-
er reporter Joe Holbrook has organ-
ized a "stringer" system of observers
in towns surrounding the station.
The 10 official U. S. Weather Bureau
Observers and one Meteorologist
will report directly on conditions for
the specific communities affected.
Financial report: Capital Cities
Broadcasting reported first quarter
net broadcast income up 77% over
last year to $3,430,552. Operating
profit before depreciation rose 68%
in the first three months of the year
while net profits were up 17.4% to
21 cents per share.
Kudos: Kitty Broman, hostess of the
"At Home With Kitty" show on
WWLP-WRLP, Springfield, was named
a winner of the "McCall's" magazine
"Golden Mike" award.
PEOPLE ON THE MOVE: Jack Van
Nostrand to local sales manager of
KFMB-TV, San Diego . . . John K.
Mullaney to assistant director of ad-
vertising and promotion at WNAC
(AM & TV), Boston . . . James M.
Strain to western division sales
manager for Storer Programs . . .
Guy C. Fraker, Charles H. Currey,
and James E. Pyle to vice presidents
at A.C. Nielsen . . . Harold Soldinger,
Jack B. Prince and William A. Gietz
to vice presidents at WTAR Radio-
Tv Corp., Norfolk . . . Tom Goodgame
to commercial manager for KATV,
Little Rock . . . Victor Love to the lo-
cal sales department of KBTV, Den-
ver as account executive.
Radio Stations
As part of its all-out drive to attract
large department stores to radio,
the RAB has issued "the first real
textbook on radio as a selling medi-
um for retail items."
The 116-page volume is a guide
which covers initial planning stages
through advice on research, copy
i Please turn to page 59)
:.i
-I'HNMtU
30 april 1962
What's happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
30 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
The TV setmakers have finally put their full weight into the fight against the
all-channel set bill, which is slated for two hours of debate and a vote on the floor
of the House, perhaps this week.
Their late start was caused by their firm belief that such legislation couldn't be passed.
Whether they are now too late is another question.
Electronic Industries Association, Washington voice of the manufacturers, is telling a
story to Congress which might be summarized as: (a) the broadcasters are being protected
from shifts to uhf, while (b) the public is being asked to make the financial sacrifices.
EIA has conducted a survey showing that 92 percent of consumers will be buying
channels they will never have a chance to use at a per-set cost of $30, while the
broadcasters aren't even being required to simulcast on uhf. They question what the
public will think about the Congressmen when people realize they are being forced to spend
this much extra while broadcasters are being protected from extra investments for uhf trans-
mitters.
This last argument need not have much force, since EIA has not as yet told this
story directly to the public, as broadcasters went directly to the grass roots with the deinter-
mixture story. Consequently, pressures from back home, when they are felt at all, are in the
form of pleas not to permit deletion of existing vhf assignments.
Two reports on political equal time were issued in a single week. One came
out of the Senate Watchdog Committee, actually a 3-man subcommittee of the Sen-
ate Commerce Committee, under the chairmanship of Sen. Ralph Yarborough (D.,
Tex.). The other came from a campaign expense commission appointed by the
President.
The full force of the two reports looks toward relaxation of Section 315 for presi-
dential and vice presidential candidates in 1964, as was done in 1960. And also against
repeal or weakening of 315 on a permanent basis.
The Yarborough subcommittee (Sen. Hugh Scott — R., Pa. — and Sen. Gale McGee — D.,
Wyo. — the other members) swung wildly in several directions. However, the recommenda-
tions are not to be taken too seriously.
The Senate Commerce Committee and its communications subcommittee generally see
things pretty much in the same light as does the broadcasting industry.
The subcommittee insisted that stations should editorialize, but then also insisted that the
FCC should be more vigilant about one-sidedness and quicker to cancel licenses for trans-
gressions. And so on.
In the wake of the two reports, it is expected that there will be silence on the Con-
gressional front for the balance of this year. However, in 1963 or more probably in
1964, it is almost certain that the way will again be cleared for presidential "Great Debates."
On the other hand, there are some who point out that if President Kennedy, as an in-
cumbent not wishing to give his challenger the advantage of the same free platform, shouldn't
wish to debate, a Democratic Congress would only fail to pass a bill on the subject. In that
case, Kennedy wouldn't even have to refuse to debate. It wouldn't be possible.
Daytime radio stations are back about where they were after conclusion of
further hearings by the House Commerce Communications subcommittee on their
plea for longer winter operating hours.
The FCC had no offer for the subcommittee, but did say that the whole question would
be restudied. It promised early action. But the daytimers were given no clue as to what the
action might be. (Please turn to page 57)
• 30 April 1962
55
30 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Significant news, trends, buys
in national spot tv and radio
56
SPOT-SCOPE
One of the brighter events of the week for spot tv was the resumption of bu
ing by Tide, which recently switched its agency operations from B&B to Comptoi
The schedules are pretty much in the old pattern, minutes in fringe night time an
in prime time, if any.
What gives this brand a super importance is that it rates among the top spot spenders
(around $3.5 million last year) and its schedules reach into almost every market class*
fi cation.
Coincidental!) , Colgate put Fab back in the spot buying line.
Goodrich (BBDO) and Goodyear (Y&R), like the detergents, greeted spring
with a burst of spot tv spending.
Both campaigns start in May, usually the time when car owners examine the treads on
their tires and wonder whether they need replacement.
It's the time of the year when the tire makers do the bulk of their own spot
spending, as witness the fact that in 1961, according to TvB, Goodrich billed a little over
$500,000 in national-regional spot and Goodyear's outlay in that medium came to but $214,-
000.
Leading the pack on the tv availability quest from the mid-west last week was
Kitchens of Sara Lee, who's new base of operations since Cunningham & Walsh
quit the Chicago scene is Hill, Rogers, Mason & Scott.
Other action in that area included P&G's Secret buying for a May start (Burnett),
Wrigley adding to its schedules of kid minutes and nighttime chainbreaks (Meyerhoff).
P&G's Joy and Salvo, both based at Burnett, are cutting back meanwhile, and Wishbone Sal-
ad Dressing and Helene Curtis, both out of Edward H. Weiss, are winding up extensive spot
tv buys.
For details of this and other spot activity of the past week, see items below.
SPOT TV BUYS
General Foods starts on 6 May on behalf of its LaFrance blueing. Schedules of daytime
minutes are scheduled to run for five weeks in selected markets, with the buying being done
out of Foote, Cone & Belding. Buyer: Dave Logan.
Colgate-Palmolive is back on the buying line for Fab. Campaign begins tomorrow, 1 May
in around 13 markets. Time segments: nighttime minutes. Agency: Ted Bates. Buyer: Jack
Flynn.
Goodyear Tire & Rubber will promote its passenger tires and Life Guard tubes in a 13-
week push which kicks off 7 May. Agency Young & Rubicam is seeking early and late eve-
ning minutes in news and weather shows in selected markets. The buyer is John Flournoy.
B. F. Goodrich will also launch a drive for its passenger tire division starting in May. The
kick-off date is the 14th and it's scheduled for 10 weeks in several markets. Agency BBDO,
New York is lining up nighttime minutes.
Lever Brothers is in about 20 markets with an eight-week push for Praise soap. Time seg-
ments are daytime breaks. Agency: Reach, McClinton. Buyer: Howard Tobias. Lever has
also started its search for live kids minutes in 54 markets for Stripe, with 52-week schedules
to start 1 May in some areas already lined-up. That buy is out of J. Walter Thompson and
Pete McLean is doing the buying.
Procter & Gamble is going into top markets for its Secret deodorant with schedules of
nighttime minutes to begin in May. The campaign has no firm termination date, but will ,
SPONSOR • 30 APRIL 1962
■
SPOT-SCOPE continued
probably be in-and-out in P&G's general modus operandi. Agency: Leo Burnett.
Kentucky Club Tobacco is seeking minutes in shows with a male audience for a 26-week
campaign to start early in May. It's a limited-market drive, with about 5 markets scheduled
so far. Agency: Charles W. Hoyt. Buyer: Bob Burns.
Scott Paper will promote the products in its Family Line starting 28 May. Requests are for
minutes, fringe and daytime and frequency is three a week. Campaign will run for 13 weeks
in selected markets. Agency: J. Walter Thompson. Buyer: Joan Shelt.
Dodge division campaign out of BBDO has been a windfall for tv as well as radio. Prime
breaks and fringe minutes will continue through mid-May in a host of markets. Buyer: Woody
Krouse.
Chesebrough-Pond's is buying for its Vaseline Hair Tonics for a nine-week promotion.
Fringe minutes start 1 May in limited markets and continue for nine weeks. Agency: Nor-
man, Craig & Kummel. Buyer: Jack Naes.
General Foods latest flight for Instant Maxwell House starts today (30) and continues
for three weeks in some 10 markets. Time segments: prime I.D.'s. Agency: Benton & Bowles.
Buyer: Grace Porterfield.
Kitchens of Sara Lee is seeking selected markets to promote its pound cake. The cam-
paign will begin on 13 May for three weeks, using minutes and breaks. Agency: Hill, Rogers,
Mason & Scott. Buyer: Marian Manzer.
Quaker Oats is active on behalf of a new cereal called Life using kids minutes in over 11
markets. The account resides at J. Walter Thompson and the buyer, in the Chicago office,
is Harry Furlong.
Abbott Laboratories is in for four weeks with schedules for Sucaryl non-caloric sweetener.
Abbott is using prime and fringe night minutes and daytime I.D.'s in the campaign which in-
cludes around five markets and runs through the end of May.
J. H. Filbert will launch a campaign on 14 May for Mrs. Filbert's Margarine. Its a four-
week drive with about five markets scheduled so far. Time segments: day minutes, Monday
through Friday. Agency: Young & Rubicam. Buyer: Eric Kaufman.
Standard Oil of California has moved up the start date on its spring-summer campaign
reported here earlier. The new kick-off is 7 May. Schedules in some six selected markets
will be of 16-week duration, using minutes and breaks and prime and fringe nighttime. Agen-
cy: BBDO, San Francisco. Buyer: Rula Wilkie.
SPOT RADIO BUYS
Nationwide Insurance is kicking off a campaign 4 July in the top 25. Traffic minutes will
run for four weeks using five per week per station. Agency: Ben Sackhiem. Buyer: Dick Gold-
smith.
Grove Labs is buying schedules for Ammens Powder to start 21 May and run through 1
September. About 15 markets get daytime minutes. Agency: DCS&S. Buyers: Tom Breck-
enridge and Dave Phillips.
John Hancock Insurance is placing four and six-week flights to run over a 14-16 week
period, in a campaign to recruit new salesmen. Schedules start 6 May in 15-20 top markets,
using traffic and weekend minutes and newscast adjacencies. Agency: McCann-Erickson. Buy-
er: Ray Fertakes.
WASHINGTON WEEK (Continued from page 55)
It appears, however, that the Commission has succeeded in heading off any Con-
gressional action on the subject at least during the life of the 87th Congress.
The FCC is expected to start the ball rolling on NBC's proposed trade of its
Philadelphia outlets for RKO's station in Boston.
NBC submitted petitions asking that the Ford antitrust history be taken into account, if
the FCC is to heed the antitrust charges of Philco, which Ford now owns.
sponsor • 30 april 1962 57
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
30 APRIL 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC
58
Some of the six agencies invited to pitch for the account think that Max Fac-
tor may have been derelict in dignity in the way it handled the whole thing.
Their suspicion: Howard Wilson, who went from K&E to Geyer, had the Factor ac
count in his pocket all the time.
In the meantime these agencies had been put to the expense of preparing their
stories and traveling out to California.
Also suspected is this: Factor went through the multiple pitch routine so as to be able
to satisfy stockholders in the event any questions about the transfer were raised.
Here's an interesting sidelight on the growth of group ownership in broad-
casting.
There are 11 full-time am radio stations in New York and only one of them,
WMCA, remains under independent ownership and operation.
Aside from three networks, the group owners in the New York picture are Storer, West-
inghouse, Metropolitan, Capital Cities, RKO General, Bartell, and Novo Industrial
Corp.
Before Elroy McCaw made his deal for WINS, New York, with Westinghouse
he offered the station for the same amount, $10 million, to Minnesota M&M.
As an alternate McCaw suggested that the 3 Ms lend him $4 million so that he could
pay off an ex-partner, with the station being put up as collateral.
McCaw 's approach was motivated by this factor: As owner of the Mutual Network
the 3 Ms had an affiliate interest in WINS.
Because of Washington problems, the 3 Ms lawyers suggested that both propositions
be turned down.
There could be an object lesson for accountmen in the events that led up to
the loss by a Park Avenue agency of a $3.5 million rubber goods and proprietaries
account.
It started off with the ad v.p. remarking to the agency contact that the action he'd been
getting lately wasn't up to snuff.
Retorted the accountman: "I haven't heard Mr (the client company's
executive v.p.) complaining about the service."
The ad v.p. relayed the gist of the dialogue to the executive v.p. and the latter shrugged:
"If you're not happy just look for another agency."
BBDO's media department can stick another feather of triumph in its hood.
The management has assigned it full authority to make daytime scatter plan buys
from the tv networks.
The function of all tv networks buying had been jealously guarded by the agency's tv
department from the inception of the medium.
Watch for the watch companies to enter into mergers with enterprises outside
their own field.
The objective on both ends: improve profits by mutually finding ways of manufac-
turing their products more efficiently.
Chances are that the mergees will have similar sales outlets.
SPONSOR • 30 APRIL 1962
I WRAP-UP
(Continued from page 54)
writing, selection of items to adver-
tise, etc.
Ideas at work:
• Three hundred and fifty ant
farms, complete with live ants, are
in the mail to key time buyers and
ad managers across the country as
part of the A-Buy in California radio
station group campaign. The point
—nothing works harder than an ant
except radio dollars spent on A-Buy.
• It was a sad day for twisting
Tulsa teenagers when Swanco Broad-
casting bought KRMG. The new
management rented a long, black
hearse and a motor procession
journeyed to the outskirts of the city
where station personnel lowered a
box containing all the station's old
twist records into a hole in the
ground. Now on the air: the old hum,
whistle and sing-type fare.
Offbeat Sales: The Tax Collector for
the city of Meriden, Conn, is buying
schedules on WMMW to tell the pub-
lic when their real estate and per-
sonal property taxes are due. An-
nouncements were used in April and
are set for June and November . . .
WBBM, Chicago sold a 52-week
schedule of daily programs to the
Owens Yacht division of The Bruns-
wick Corp.
Happy birthday: To KNBC, San Fran-
cisco, on the air 40 years. (For a
complete run-down on all the 'old-
timers' see the May issue of U. S.
RADIO.)
Social note: WEJL, Scranton will en-
tertain over 100 manufacturers' rep-
resentatives on 4 May for "business,
beverage and buffet." General man-
ager Cecil Woodland will talk on the
importance of Radio Free Europe.
Kudos: To Don Webster, newsman
and editorial assistant at KCBS,
San Francisco, one of eight CBS
Foundation News Fellows for 1962-
63.
PEOPLE ON THE MOVE: Robert D.
Nelson to station manager of KXIV,
Phoenix . . . Ross W. Dunbar to re-
tail sales development specialist at
WIP, Philadelphia . . . Wayne Hickox
to account executive at WINF, Hart-
ford . . . Jac Bye to regional sales
manager for KFRM, Salina, Kans . . .
Gene K. Lieberman to account ex-
ecutive at WADO, New York . . .
John G. DeMarco to station manager
of KGMB and KHBC, Honolulu . . .
Abe Jacobowitz to engineering direc-
tor and Sy Levy to chief executive
officer at '/VJRZ, Newark . . . Alice
Friedman to assistant director of
promotion and Tom Koon, Jr. to ac-
count executive at WIL, St. Louis
. . . Frank L. Sheehan to vice presi-
dent of Broadcast House Enterprises
. . . E. Paul Percha to the sales staff
of CKLW, Detroit . . . Peter V. O'Reilly
to general sales manager of WTOP,
Washington, D. C. . . . Paul Fry to
commercial manager and Bob Link
to account executive for South Da-
kota and Iowa at WNAX, Yankton-
Sioux City . . . Paul Girard to vice
president for regional and national
sales and Joseph Wolfman to vice
president in charge of sales for
KVIL, Dallas . . . William W. Moore to
vice president of Tar Heel Broad-
casting System . . . Roger Cooper to
national sales development and re-
search at KCRA, Sacramento . . .
S. Donald Urban to director of pro-
motion and public relations of
WKRC, Cincinnati . . . Perry Ury to
general manager of WGMS, Wash-
ington, D. C, Victor R. Hirsh to di-
rector of program operations and
James Barker to local sales manager
. . . E. R. (Dick) Peterson, Jr. to vice
president of the Keystone Broad-
casting System.
Networks
ABC TV's exclusive showing of the
9 April Academy Awards did a lot
for the network in the 24-market
Nielsen report for the week ending
15 April.
Leading with a 19.3 rating for the
week, ABC beat out NBC TV with a
17.7 and CBS TV with 17.2.
TheOscarcastwas out in front with
a 42.8 rating for the 10:30-11 p.m.
half hour and had a 41.7 rating and
78 share for the 10:30-12:30 p.m.
period.
SPONSOR
30 april 1962
WGAR, Cleveland, for 25 years an
affiliate of the CBS Radio network,
moves over to NBC Radio today, 30
April.
As a sort of "welcome" for the
50kw station, NBC Radio executive
v.p. William K. McDaniel addressed
the Sales-Marketing Executives of
Cleveland Club last week, calling
for all journalists, newspapers and
broadcasters alike, to redouble ef-
forts to inform the public.
Sales: Alternate week shares of
CBS TV's "Lassie" for the fall to De
Luxe Reading Corp. (Zlowe) and
Campbell Soup (BBDO) . . . CBS Ra-
dio's "Coleman on Sports" to L&M
(J. Walter Thompson) and Mennen
(Warwick & Legler) for the fall . . .
An alternate-week half-hour of NBC
TV's "The Dick Powell Show" (Tues-
day, 9:30-10:30 p.m.) to American Gas
Assn. (Lennen & Newell) for the fall.
Program note: NBC TV has been
awarded tv rights to the automobile
show of the Automobile Manufac-
turers Assn., to be telecast 21 Oc-
tober sponsored by Reynolds Metals.
CBS TV has had the show in the
past.
Kudos: To Louis Dorfsman, creative
director of sales promotion and ad-
vertising for CBS TV, who won a
Gold Medal and Award of Distinc-
tive Merit presented by the Art Di-
rectors Club of New York.
PEOPLE ON THE MOVE: James W.
Anderson to general advisor to Tele-
visora Nacional, the ABC Interna-
tional affiliate in Panama City.
Representatives
RAB, which has begun taking its Ra-
dio Test Plan around to reps, got an
enthusiastic response from one of
the first to get the full run-down.
CBS Radio Spot Sales.
The plan, which was previewed at
the NAB convention in Chicago, in-
cludes both pre-campaign and ad-
vertising-effectiveness research with
the target the return of the national
advertiser to spot radio.
59
Twenty four markets are partici-
pating in the program.
Rep appointments: KGEE, Bakers-
field to Tele-Radio & Tv Sales for
national representation . . . KATU-
TV, Portland to Day-Wellington for
Seattle-Tacoma regional sales . . .
WLNH, Laconia to Foster & Creed
for New England sales . . . WTAP,
Parkersburg, W. Va. to Ohio Stations
Representatives . . . KBOX, Dallas
and KXOL, Ft. Worth to Robert E.
Eastman . . . KSYD-TV, Wichita Falls
to Advertising Time Sales for na-
tional representation.
PEOPLE ON THE MOVE: Charles F.
Abbott, Jr. to assistant tv sales man-
ager for Western stations at Katz.
New Twist: Adam Young is sporting
a new radio availability presentation
which gives a complete run down
not only on its station in a market
but also on all chief competitive
stations.
Film
An indication of the audience-draw-
ing power of post-1950 features may
be found in a March 1962 rating
study ARB did in Cincinnati, accord-
ing to Seven Arts.
WKRC-TV, which recently initiated
the Warner Bros, films, increased its
average quarter rating (11:30 p.m. to
1 a.m.) from 2.5 in March 1961 to
12.2 this March. The station's share
of audience jumped from 17% to
59% in the same period.
In addition, said Seven Arts, the
films have contributed to a boost in
sets in use levels in the city for the
same hours. Last March the aver-
age quarter hour level was 14.8 while
last month's average was 20.5, up
40%.
In recognition of the increasing role
provided by international sales, ABC
Films has appointed an assistant di-
rector of international sales.
Man named to fill the post is Gil-
bert S. Cohen, formerly director of
film operations of the network syn-
dication arm. Cohen has been with
ABC Films since 1959 and for eight
previously he was a film editor at
ABC TV.
Sales: Ziv-UA's "Ripcord" is now
SRO is 75 leading markets with the
spot buyers split fifty-fifty between
national and regional-local clients
. . . Seven Arts made three more
sales for its series of 13 one-hour
tv concert specials to WJBK-TV, De-
troit, WMAR-TV, Baltimore and WICU-
TV, Erie . . . Official Films' "Biog-
raphy" is now in 54 markets.
International sales: The WGN-TV
series "Great Music From Chicago,"
(series 2) has been purchased by
Tele-Organization Americana for
showing throughout Argentina and
Uruguay and by International Tele-
film Enterprises for CBUT, Vancou-
ver. (The series is now in 31 U. S.
markets).
Financial report: MCA Inc. reported
earnings before taxes for the first
quarter ending 31 March were
$7,338,346 and net earnings after
taxes were $4,203,841. After pre-
ferred dividends net earnings were
$1.04 per share.
PEOPLE ON THE MOVE: Mel Bern-
stein to director of sales promotion
and advertising for Ziv-UA . . . Jack
Cron to international sales manager
of Television Enterprises Corp. . . .
William G. Seiler to account execu-
tive at ABC Films for the southeast-
ern region.
Public Service
Despite the fact that they had little
to gain in the way of increased local
advertising, the tv stations in Detroit
stepped-up local news coverage ex-
tensively during the local newspa-
per strike.
During the first 12 days of the
strike, WXYZ-TV increased its cover-
age by 156 newscasts, added an ex-
tra film camera man and announcer.
The station also televised an impor-
tant city council hearing on a pro-
posed city income tax. Yet local rev-
enue increased by an insignificant
4.3%, with the bulk of the emergency
ad budgets going to radio.
As reported here last week, WWJ-
TV had a prime-time feature called
"Newspaper of the Air," featuring
reports and editors from the news-
papers.
Public Service in Action:
• WIL, St. Louis is running a "Sa-
lute to Youth" campaign and invit-
ing listeners to send in the name of
teenage citizens. Ten finalists will
be picked and the winning boy and
girl, selected by the radio audience,
will receive a shower of gifts and
Coronation Balls for their respective
high schools.
• WMCA, New York has expanded
its two-year-old "Handicapped Work-
er of the Day" feature to include
transcribed statements from the
New York executives who have re-
sponded to the station's appeal to
hire disabled people.
Kudos: WPEN, Philadelphia and
broadcaster Frank Ford were cited by
the City and the Poor Richard Club
with a citation of merit . . . WNBC,
New York got the first and only
award ever presented by the N. Y.
• Transit Authority . . . WHLS, Port
Huron got the 1962 "School Bell"
Award of the Michigan Education
Assn. . . . WCOP, Boston got the Ci-
tation of Merit of the Muscular Dys-
trophy Associations of America . . .
KHOU-TV, Houston was named win-
ner of the 30th Annual Sigma Delta
Chi Awards for distinguished service
in tv journalism in 1961 . . . Roy
Morgan, v.p. and general manager
of the Wyoming Valley Broadcasting
Co. was re-elected to a third term as
president of the local United Fund
. . . . The 1962 Award of Merit of the
National Religious Publicity Coun-
cil has been granted to KMOX ra-
dio, St. Louis . . . WWRL, New York
was presented with a plaque honor-
ing the station by the N. Y. branch
of the NAACP . . . The full transcriDt
of the broadcast marking the 50th
year of CBS Radio's "Capitol Cloak-
room" has been published in the
Congressional Record . . . WJBK,
Detroit got a special certificate of
60
SPONSOR
30 April 1962
appreciation from The Veterans Ad-
ministration . . . WNEM (FM & TV)
and WABJ, Adrian won certificates
of appreciation from the Salvation
Army . . . Tulane U. has awarded
special citations to WDSU-TV, New
Orleans and A. Louis Read, execu-
tive v.p. and general manager for
"Tulane Close-Up," co-produced by
the station and the school for the
past 10 years.
PEOPLE ON THE MOVE: Irwin Kra-
kowsky to assistant director of news
and public affairs at WCBS, New
York.
Station Transactions
KENS, San Antonio has been sold
for $700,000.
The new owners are Roy Hofheinz
and R. E. "Bob" Smith, both of
Houston and controlling stockhold-
ers of the new Houston Colts base-
ball team.
Seller is Harte-Hanks Publishing
Co. and Blackburn handled the
transaction.
H&B American Corp. of Beverly Hills
has increased its community an-
tenna tv system holdings with the
acquisition of the system serving
Willits and Ft. Bragg, Calif.
It brings to 20 the number of
CATV groups bought by H&B since it
entered the field in 1960. H&B is in
12 states and Canada.
Seller of the property was Vision
Wire of Mendocino County, Calif.
Equipment
Continuing its fight against the
pending all-channel tv set legisla-
tion, the EIA Consumer Products di-
vision has come up with some fresh
ammunition.
Only 7.2% of the population, or
13.2 million persons, are within the
range of one or more uhf stations,
an EIA survey showed, and some of
the 7.7 million in "uhf only" areas
are able also to get vhf stations from
nearby communities. Yet the cur-
rent rate of production of uhf-
equipped tv receivers is 8.4%, EIA
said, more than the dual-channel
market merits. The 82% of the pop-
ulation which lives outside the range
of the 81 uhf stations will have no
present need for an all-channel tv
set at all.
Post script: If the legislation goes
through, contends EIA, Congress
should require vhf broadcasters to
provide parallel uhf program service
to compensate the consumer for the
extra cost of his set.
The electronics industry is gearing
up for the Sixth Annual U. S. World
Trade Fair, which opens at the New
York Coliseum 11 May and runs
through 22 May.
Equipment developed and manu-
factured by engineers throughout
the world will be on display. Further
information and admission trade cre-
dentials are available at the Fair
offices in New York (331 Madison
Avenue).
New products: Jerrold Electronics is
developing a new fm antenna ampli-
fier which should overcome the re-
ception range limitation of fm mul-
tiplex broadcasting . . . Amplifier
Corp. of America is marketing a new
constant output amplifier which con-
sists basically of a two-stage push-
pull circuit and is designed to keep
modulation at peak levels ... In
control equipment, RCA has a new tv
switching system which incorporates
its SIMCON transition switcher. Sys-
tem reduces the number of controls,
provides cost savings and lessens
the chance of switching errors in
both manual and automated opera-
tion.
Financial report: Jerrold Electronics
reports a 137% increase in earnings
on 51% higher sales for the fiscal
year ended 28 February. Net recur-
ring income from operations for the
year rose to $591,171 or 29.6 cents
per common share and operating
revenue from sales and services
climbed to $18,045,564 from $11,935,-
899 in the preceding year.
3QQ
► -2P
The question of what constitutes re-
sponsible, effective broadcasting will
be tackled afresh at the 11th An-
nual Convention of AWRT at the
Sheraton-Chicago 4 May.
Members of the panel include FCC
chairman Newton Minow, NAB pres-
ident LeRoy Collins, Bell & Howell
president Peter G. Peterson, Tatham-
Laird chairman Arthur Tatham and
producers Mark Goodson and Bill
Todman.
The convention concludes on 6
May. ^
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,
financially responsible buyers.
BLACKBURN & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
lames W. Blackburn
jack V. Harvey
loseph M. Sitrick
RCA Building
FEderal 3-9270
H. W. Cassill
William B. Ryan
Hub Jackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Healey Bldg.
lAckson 5-1576
BEVERLY HILLS
Colin M. Selph
Calif. Bank Bldg.
9441 Wilshire Blvd.
Beverly Hills, Calif.
CRestview 4-2770
SPONSOR
30 april 1962
61
RADIO FORMATS
(Continued from j»ii:c ~~>\ >
lord I'. ( !ase and Han ison \. \\ il-
Liams, Jr., and eleven of the state's I 1
congressmen were invited to air their
persona] opinions on the uecessitj
for "removing metropolitan New
Jerse) from the shadow of New
York."
Governor Hughes also was the first
in broadcast the station's new call
letters. Other promotions included:
a special "WJRZ Preview" broadcast
i 15-minute feature co-emceed by
llic station's two morning person-
alities. Ed 1'iaini and Don Fortune,
which outlined the accented news,
public service and additional pro-
graming materia] which the listeners
could expect from the new operation
from that moment on; the unveiling
of "WJRZ Plaza" on the second day
after the changeover —a heavily traf-
ficked intersection, authorized hv the
citv council for a 24-hour duration.
Uso, a contest gave the infant born
closest to the "birth" time of the new
WJRZ a $100 deposit in a savings
account, with follow-up SI 00 de-
posits on each birthdav until the re-
cipient reached age 21. ^
IT PAYS TO
USE KTVE"
£■
So says
Mr. Otha Hawkins
of
ZALE'S JEWELRY
in Monroe, La.
OVER IOO LOCAL
ADVERTISERS USE
KTVE REGULARLY
TO GET SALES
RESULTS & PROFITS
KTVE
/
lO
CHANNEL
1/
ELDORADO MONROE GREENVILLE
REPRESENTED NATIONALLY BY:
VENARD RINTOUL & McCONNELL
CECIL BEAVER SOUTHERN REP.
BUYING CONCEPT
(Continued from page 10 1
Commander Thomas E. Stevenson,
manager of five Navy-operated super-
markets, lie told u> that tlic>e live
commissaries did an annual retail
volume of ^20 million in unmeasured
I from the national advertiser's stand-
l>oinlj grocer) sales.
" \ikI for action taking the place of
talk we had the case of L. Scott
Grauel, field sales manager lor the
Henry Gilpin Company, wholesale
druggists, who suggested to three na-
tional drug manufacturers that the)
move their distrihulorships to Nor-
folk. Which they did. Grauel told
us that man) advertisers were un-
aware that this .Norfolk-Tidewater
area has the highest rate of growth
in the middle Atlantic area and there-
fore their future potential for in-
creasing dollar sales is much greater.'
\ itt pointed out that water sur-
rounding the Hampton-Norfolk Tide-
water area, which had been the great-
est deterrent to the growth of the
area, was now one of the reasons for
its growth potential. A linkage of
now, modern bridge-tunnel highways
has brought the area into a tight co-
hesive unit. The Peninsula, once
oriented to Richmond because of the
water is once more closely aligned
with the Norfolk-Portsmouth area.
This area also shows the signs of
the growth potential it is still feeding
on. Its facilities include the largest
industrial unit in the South, the
Newport News Shipbuilding and
Dry dock Company and the headquar-
ters of the Atlantic Fleet. As Tom
Chisman, president of WVEC-TV
pointed out, "The linkage of this
Tidewater area has made Norfolk
the outstanding marketing area on
the entire eastern coast and when the
new 18-mile, $265 million Chesapeake
Ba\ Bridge-Tunnel is completed the
Tidewater area mav well become the
Manhattan of the South."
Many of the specific elements Vitt
and Herbst found in their Flv ing
Task Force travels have been filed
aw a) for use hv DCS&S. As Vitt
points out, the agenc) will continue
to modify and re-examine its position
in all markets based on its new
mediamarketirtg concept. However, it
did reveal that the three areas dis-
cussed here fell well within the
DCS&S concept of advanced" areas
and as such, hear careful re-evalua-
tion by all national advertisers. The
acid test in these markets is the
D( S&S recommendation for their use
as test markets.
The DCS&S Mediamarketing con-
cept of advanced markets appears to
be a developing technique through
which the maximum advantage may
be realized from such selective mar-
kets. What this concept is in detail
and how it mav be utilized to the ad-
vantage of national and regional ad-
vertisers will he covered in part two
next week. ^
BEACH ON NETWORKS
(Continued from page 43)
as advertising, educational, and en-
tertainment media.
He is not a decrier of broadcast
media values, or of the qualitative
accomplishments of the broadcast in-
dustry. He does, however, take the
position, as have others in the busi-
ness who preceded him in moving to
agencies from networks (a la Pat
Weaver) that he can best serve the
television industry, its advertisers
and viewers, by working in the in-
terest of its clients, while at the same
time offering what he believes to be
constructive criticism.
Among his duties at FC&B, Beach
is responsible for anal) zing and se-
curing appropriate programing for
clients according to their advertising
requirements. Beach works on such
accounts as S. C. Johnson & Son;
Papermate Pen; First National Bank
of Chicago; and the Chicago Trib-
une Corp.
After the acquisition of program-
in::, it is the broadcast supervisor's
job to coordinate all details relating
to client sponsorship. One of the cur-
rent Beach assignments is the de-
velopment and coordination of John-
son's summer replacement schedule
for Red Skelton. Called Tlw Comedy
Spot, this series is made up of first
run pilots originally produced as net-
work series hopefuls. A schedule with
the same title proved so successful
for Johnson during the 1960 summer
season, that they have elected to fol-
low the same route this year. Last
summer Johnson co-sponsored Play-
house 90 re-runs.
Beach also serves local and nation-
al accounts who bin both radio and
tv on a spot basis. Among these are
the Chicago Tribune, for which he
has just made an agreement with its
wholly-owned subsidiary, WGN-TV,
62
SPONSOR
30 april 1962
for partial sponsorship of Chicago
Cubs and White Sox baseball during
the 1962 season. Another account to
which Beach is assigned, Associates
Investment Company of South Bend,
Indiana, is using both radio and tv
programing in a number of markets.
Beach, who has observed television
sponsorship trends ever since the
medium's birth, feels that current
heavy usage of spot participations is
one of the most important, and a dis-
tinct advantage for advertisers who
cannot afford total or alternate spon-
sorship ventures. In spite of the fact
that some FC&B midwestern clients,
notably Hallmark and Johnson, still
insist on sponsor identification, Beach
feels that the so-called magazine con-
cept serves a distinct need.
In fact, Beach was among the first
to recognize this advertiser need. In
the winter of 1956, as head of ABC
TV Central Division, he conducted a
series of informal luncheons for the
major midwestern agencies. The
purpose of these, he says, was to in-
vestigate and analyze client network
problems. Out of these luncheon
discussions emerged a need for ave-
nues of network opportunities for
the small advertiser who needed less
than the firm 26 or 52 programs. As
a result, Beach filed a report with
Bob Kintner, then ABC TV presi-
dent, recommending that advertisers
be given the same opportunity to use
network television as is offered by
other media.
"The network tv industry would
take a major step towards growing
up," Beach emphasizes, 'if it were to
take a long, introspective look into
its management, sales administration
and service methods as they com-
pare with other industries and as
they relate to offering clients the
maximum in quality product at a rel-
atively reasonable price.
"Agencies and their clients are en-
and have every reason to
expect, such conscientious industry
effort," he says. "A determined ef-
fort— the type which is currently af-
fecting much improved programing,
could insure more efficient and accel-
erated service to agencies and clients,
with resulting reduction in costs,
both at network operation level and
expense to the advertiser."
His devotion to the industry is ap-
parent by the many extra-curricular
participations in its professional or-
ganizations. He is a vice president of
titled to
the Chicago chapter, as well as a na-
tional trustee and member of the ex-
ecutive committee of the Academy of
Television Arts and Sciences; a di-
rector of the Chicago Federated Ad-
vertising Club and chairman of the
AFA-CFAC advertising legislative
alterment committe; past president
of the Chicago Broadcast Advertis-
ing Club; an active member of the
Chicago Press Club; and a member
of the Broadcast Pioneers. He has
been in "Who's Who in America"
for the past four years.
Dedication to the television indus-
try, his associates feel, is the reason
Beech has developed such strong
convictions on areas of improvement.
For instance, Beach says that the
zeal on the parts of networks and
their executives to provide the best
all around program fare may some-
times cause these same industry ex-
ecutives to forget what probably
every other industry in America has
learned and practices: "That the job
only begins with sign-on-the-dotted-
line. The service and follow-through
execution are equally, in fact, even
more important." ^
SPONSOR
30 april 1962
63
iKIIIIIIII
WHAT ARE
YOUR
PHOTO
REQUIREMENTS?
IIIIIIIKIIIIIIIIIIII!I!III!!IIIIIIIIIIIII!IIIIIIIIIIIIII!IIIIIIIIIIIIIIIIIIII!IIIIIIIIIIIIIII
"HADIBUTKNOWN'
w.
hen we show a prospective client
just a few samples of our publicity
photography, he more-than-likely ex-
claims, "Hadibutknown!" This puzzles
us for a moment but then he con-
tinues, nodding with approval. "Such
fine photos," he says, "such fair rates
('did you say only $22.50 for 3 pic-
tures, $6 each after that?') — and such
wonderful service ('one-hour delivery,
you say?') — why, had I but known
about you I would have called you
long ago." Well, next thing he does is
set our name down (like Abou Ben
Adhem's) to lead all the rest of the
photographers on his list. Soon, of
course, he calls us for an assignment
and from there on in he gets top
grade photos and we have another
satisfied account. (Here are a few of
them: Association of National Adver-
tisers — Advertising Federation of
America — Bristol-Myers Co. — S.
Hurok — Lord & Taylor — New York
Philharmonic — Seeing Eye — Visit-
ing Nurse Service of New York.) Why
don't you call now and have our rep-
resentative show you a few samples
of our work?
BAKALAR-COSMO
PHOTOGRAPHERS
111 W. 56th St.. N.Y.C. 19
212 CI 6-3476
iiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiuiiiiiiii
Tv and radio
RS
Michael M. (Mickey) Sillerman, new
-airs manager of Walter Schwimmer, Inc.,
production-syndication company, entered
broadcasting in 1940 after three years as
vice president and account executive with
the Biow Co. He was both founder and
president of the Keystone Broadcasting
System. His long career in the industry in-
cludes partner and executive vice president
for sales for both Programs for Television and Television Programs
of America, and senior sales manager for Ziv Teleprograms.
Peter V. O'Reilly will take over as gen-
eral sales manager of WTOP radio, Wash-
ington, D. C.j effective 7 May. O'Reilly,
who has been local sales manager for
WTOP- TV since September of 1960. comes
to the radio outlet to replace Robert W.
Schellenberg who's been named national
sales manager for WJXT, Jacksonville.
O'Reilly has been a sales representative for
WTOP- TV since January 1956, and before transferring to the sales
department he was an announcer at the stations for two years.
Arthur R. Ross has been appointed vied
president and tv-radio creative director at
Ketchum, MacLeod & Grove. He was for-
merly tv-radio creative group head of Mc-
Cann-Erickson and eastern tv-radio direc-
tor of Campbell-Ewald. At KM&G. Rosa
will be responsible for the integration and
supervision of all broadcast creative serv-
ices, including copy, art. and production.
Before entering the agency field. Ross was program director of
Storecast Corp. of America.
Donald S. Shaw, Jr., is the new director
of television station relations for ABC.
With the network for the past 14 years.
Shaw has been director of tv station clear-
ance since 1955. His promotion started a
chain reaction of promotions from within
the organization. Replacing Shaw is Joseph
Giaquinto. who has been manager of the tv
station clearance department for the past
six years and replacing Giaquinto is Mario Cucinolta.
representative in the same department since 1957.
an account
64
SPONSOR
30 april 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"Those of us who are charged with the responsibility to create and inspire —
those of us in broadcasting who are literally licensed to lead — are often as
guilty as anyone else of following," laments Thomas J. Swafford, vice presi-
dent of CBS and general manager of WCAU, Philadelphia. Swafford, who
contends that the industry is led by the over-valued cost-pet -1,000, previ-
ously was sales manager for WCBS, and prior to that, account executive for
CBS Radio Spot Sales. He has also held positions as eastern sales manager
in N. Y. for KNX, Los Angeles, and production manager, KGB, San Diego.
Licensed leaders should not follow
I t's always a source of wonder for me, how so many of
us in advertising and promotion — communicators, phrase
makers, opinion moulders, sellers of ideas — are collectively
and individually perhaps the greatest creators of cliches in
the world. We make our livings by inspiring the rest of
the community to adopt and adapt the current gimmick
and we ourselves follow.
An eye patch sells shirts, and in no time at all wolf
hounds on desert islands are selling vodka. Give us an
idea and we can woo it to death in thirty-nine weeks flat.
With words and phrases — the very essence of our craft, re-
gardless of medium — give us a new one and we can make
a shop worn cliche of it in short order. So much so that
too soon, bright, fresh, crisp, clean words, with repetition
become meaningless.
Unfortunately, one of the words that has, in large meas-
ure, lost it's meaning in the radio business, is leadership.
Let's take a station that has excellent ratings in a com-
munity. It's a rocker. The harder it rocks, the more apt
you are to see pictures of magnolia draped plantation
mansions. This signifies stability and leadership.
On the other hand, if a station rocks, but doesn't have
ratings, then the thing to do is to run pictures of com-
munity landmarks. Independence Hall, Ben Franklin and
The Liberty Bell take a beating in this category.
But this tendency to conform is onlv symptomatic of
our society. You find it in every social stratum, and in
every business activity. The unfortunate thing is that
those of us who are charged with the responsibility to
create and inspire — those of us in broadcasting who are
literally licensed to lead — are often as guilty as anyone
else of following. And because of our unique position in
the community as leaders and moulders of thought, our
guilt is compounded.
Perhaps it all started in our industry sometime around
twenty years ago when some agency character did some
simple long division and invented a cost-per- 1,000. I've
often reflected that this trailblazing was not so much a
matter of inspiration as it was desperation. I have an idea
that pioneer wasn't so much interested in seeking infor-
mation as he was in finding a backstop, so that even if the
campaign should fail, no one could accuse him of not
having come up with a good cost-per-1,000.
In meetings with agency people — and clients — all over
the country, we hear one recurring theme: dissatisfaction
with cost-per-1,000 as a yardstick with which to measure
an advertising buy in radio. Radio has outgrown the cost-
per-1,000.
As radio has become a completely personalized medium,
as radio fare has become more diversified and specialized,
radio listening has become more selective, to the point
when you can no longer say cost-per-1.000, without say-
ing cost-per-1,000 ivhat. The right message aimed at the
right listener at the right time will sell.
The campaign that would be successful in Playboy
would never get airborne in Fortune. Radio is the same.
As long as agencies and clients are preoccupied with
ratings, as long as campaigns and careers are judged by
cost-per-1,000, stations will preoccupy themselves with
ratings for their own sake. And if they can't deliver the
ratings, but have to meet the c-p-m, you walk right into
the arms of the concomitant evil: rate chiselling.
The price of leadership is eternal diligence. The de-
mands of radio's immediacy are so compelling that— with
great diligency — we have to spend much of our time not
only unlearning everything we learned twenty-five years
ago. but forgetting what we thought we knew last year.
I don't know who among us will be here in the year two
thousand and two — 40 years from now. Many of us will
be. but whoever is here will need and have leaders.
And I'm sure it will be then — as it is today — in case you
haven't heard it recently — an exciting sound. ^
SPONSOR
30 april 1962
65
SPONSOR
Thank you, Fred
Last week's convention at White Sulphur Springs marked
Frederic H. Gamble's final appearance as president of the
4As, an office he has held since 1944.
Next week, the Association will have a new president, John
Crichton, chosen we are proud to say from the trade paper
field. And we certainly wish him well.
Hut no veteran advertising man can reflect on Fred Gam-
Mr"- retirement without a feeling of sadness for the passage
of time, and of sober gratitude for Fred's many contributions
to the business.
He joined the 4As in 1929, became managing director in
1940, president in 1944. His career has been marked not
only by devoted attention to the affairs of the Association
but by active involvement in practically every worthy ad-
vertising cause — The Advertising Council, of which he was
a founder and director, The Advertising Research Founda-
tion, the Brand Names Foundation, and many many more.
Fred, many nice things have been said about and to you in
these last few weeks. We can add very little to the praise you
have received. But we do want to say to you sincerely, in
behalf of every one in broadcast advertising, "thanks very
much for all you've done."
Computer and broadcast costs
In this issue, we continue our in-depth study of the bur-
geoning computer field, with our lead article, "What BBDO
is asking of the industry for its computers."
We believe that this is the first comprehensive explanation
to be published anywhere of what exactly is involved in the
BBDO development, and it deserves thoughtful study by
every agency man, station operator, and station representa-
tive.
The implications of the computer revolution are enormous,
both in broadcast buying practices, and in agency, station,
and research costs. We are particularly anxious to get re-
actions from station men on their feelings about this new
development, and their suggestions on how the new burdens
should be handled.
Lei us hear from you. What do you think about it? ^
lO SECOND SPOTS
Preparing a will: Bob Whitney of
Mars Broadcasting. Stamford. Conn.;
tells about the owner of a medium-
sized agencj who recently made out
hi> will. " "^<>u better put in a clause
about my employees," he instructed
the lawyer. "To each man who has
worked for me 20 years I bequeath
810,000."
"But." said the lawyer, "you have-
n't been in business 20 years."
"I know it," he replied, "but it's
good advertising."
Easter holiday: Mike Wallace, speak-
of the traditional egg-rolling on the
White House lawn, commented on
WBC's PM show: "President Ken-
nedy wanted to have an egg rolling
contest for his entire family but he
couldn't get an okav to rent Chicago's
Soldier's Field."
Naughtiness: Larry Seidman, na-
tional sales representative for Romper
Room, described a little girl who ap-
peared on the show whose mother
had scolded her. "If you don't stop
sucking your thumb," she told her.
"you'll swell up and bust." The
thought of such a sad ending stayed
with her.
A couple of weeks later a friend of
the child's mother came visiting. The
woman was pregnant and the child
blurted out, "I know what you've
been doing!"
Bon mots: As a much-traveled re-
porter, the star of ABC Radio's Good
News With Alex Dreier sees and com-
ments on many facets of life:
About women — "Adam was the
first electronic engineer . . . He fur-
nished the spare parts for the first
loud speaker."
About the space-age: "Airplane
travel is so fast these days, a jet
leaving Seattle with two rabbits ar-
rives in New York with two rabbits."
About animals: "Man doesn't real-
ize a dog is his best friend till he's
bet on a horse."
About life in general: "Life, in
many parts of the world, is a regular
riot."
About an American institution:
"The credit card has created another
American first — instant debt."
66
SPONSOR
30 April 1962
People who know the Pittsburgh market best TAKE TAE
"TAE's outstanding program service has given our 7 p.m. news show the most complete local coverage
in town. It's done a fine job not only of building our community relations ... but selling bank services!"
I John Eckels
' Director of Advertising
and Public Relations
Mellon Bank, Pittsburgh
'
TAKE TAE AND SEE
CHANNEL 4
■
Basic ABC in Pittsburgh
THE KATZ AGENCY, inc.
k. National Representatives
...That's WSB-TVs average share of Atlanta
audience for January!
Monday through Sunday, 9 AM till midnight, the latest ARB
(Jan. 4-Jan. 31) reports WSB-TV extended its dominance of
Atlanta television. This makes 51 consecutive months that
Atlantans have shown a decided preference for WSB-TV over
the two other television stations in this million plus market. This
loyalty makes WSB-TV the top sales-producing station in Atlanta.
Let it move your products, too !
CHANNEL 2
wsb-tv
ATLANTA
^^^^^
Reprtitnted by
Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Associated with WSOC/WSOC-TV, Charlotte; WHIO/WHIO-TV, Dayton.
RECEIV
'? 1952
SPONSOR
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
7 MAY 1962— 40c a copy / $8 a year
FORD'S $8 MILLION
plunge in tv sports —
a full report on the
most exciting news in
falltv p 25
'MINOW IS wrong;
accuses radio veteran
— Steve Labunski hits
hard at Chairman's ra-
dio speech p 28
m
■i#:
llsisiiti
sdi*??*3
'^*^— -**'-
HONORED BY
NATIONAL
RECOGNITION
LOCAL
ACHIEVEMENT
THE ALBERT LASKER
MEDICAL JOURNALISM
TELEVISION AWARD FOR 196
• Q
i
BALTIMORE, MARYLAND*?
MARYLAND'S BROADCAST CENTER
ACROSS
THE
BOARD.
NCS '61 defines it completely . . .
WCCO Television leads ALL com-
petition in ALL categories . . . across
the board.
Beginning with the number of coun-
ties in the coverage area, WCCO
Television, with 66, has more than any
other station in the market. In the
number of homes in the area, the
number of television homes and the
number of homes reached each week,
WCCO Television tops all of the
competition.
In daytime circulation as well as
nighttime WCCO Television domi-
nates the market.
Whatever the category, WCCO
Television is first across the board . . .
the station to buy first of all. For
further information on the dominant
television station in the Minneapolis,
St. Paul market, call WCCOTelevision
or Peters, Griffin, Woodward, Inc.
William H. Sylk, president of Station WPEN and broadcaster Frank Ford hold Citations of Merit presented to them by Reginald
A. Beauchamp, president of the Poor Richard Club and James H. Tate, Mayor of Philadelphia. On left is Harry S. Sylk, chair-
man of the station's Board of Directors.
. .
Typifying The Highest Ideals Of Public Service"
Mayor of Philadelphia and Poor Richard Club honor WPEN
o
n April 6, 1962, Station WPEN was saluted by
the great city it serves at a luncheon at the famous
Poor Richard Club.
The tribute was to WPEN's popular daily "late night"
show, a 3 hour period of free and open discussion,
controversy, opinion and commentary now in its 15th
year and to Frank Ford, its conductor for the last
6 years.
"It is only fitting," said Mayor James H. Tate, to
William H. Sylk, president of the station, "that the City
of Philadelphia extend this tribute to Radio Station
WPEN for its abiding faith in the democratic process,
its outstanding contribution in furthering good govern-
ment, human relations and civic endeavors, all typifying
the highest ideals of public service."
The Citation of Merit for Frank Ford, presented by
Reginald A. Beauchamp, president of the Poor Richard
Club was "for his dedicated and courageous efforts
resulting in a greater public understanding of racial,
religious, civic and community affairs."'
We of the station are grateful for these inspiring
awards and hold them high as a reminder of radio's
first responsibility. We are proud too, of the dimen-
sional image that permits WPEN to remain in the
forefront as both an outstanding sales medium and for
"typifying the highest ideals of public service."
WPEN PHILADELPHIA
"THE STATION OF PERSONALITIES"
Represented nationally by Gill-Perna, Inc., New York
SPONSOR
7 may 1962
non
see
how
radio
really
KELO-
PLAN
RADIO
C'l'i'C'k'S
KELO-PLAN RADIO is a
whole new method of mas-
sive saturation — easy to buy
as a single spot!
Machine-gun coverage across
the clock. You don't miss a
bet! You don't miss a listener.
Driving times in droves! And
you get KELO's other peak
periods, too! All confirmed!
All at lowest CPM.
KELO-PLAN RADIO whips
out your message in waves . . .
wires you to our total audi-
ence . . . and gives you
KELO-LAND's full battery of
air-wise salesmen to back up
your campaign!
Write,
wire
or phone
NBC
KELO
13,600 WATTS RADIATED POWER
Sioux Falls, S.D., and all Kelo-land
JOE FLOYD, President
Jim Molohon, Mgr.; Evans Nord. Ccn. Mgr.
Represented nationally by H-R
In Minneapolis by Wayne Evans & Associates
y;,JM*M <■>""!>
The
KELO-LAND tv and radio Sioux Falls, S.D.;
WLOL am, tm Minneapolis-St. Paul; WKOW/am
and tv Madison, Wis.; KSO radio Dcs Moines
© Vol. 10, No. 1" • 7 MAY 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Ford's $8 million tv sports buy
25 Automotive giant's lipping of budget by S2 million for sports programs
on all three networks is most exciting development of '62-'63 season
'You're wrong, Mr. Minow,' says a radio broadcaster
28 FCC Chairman's radio facts and ideas are openly refuted and attacked by
Stephen Labunski, WMCA, New York, in talk before advertising club
1961 's top tv commercials
30 Chevrolet and \lcoa in the forefront of winner- in third T\ Commercials
Festival; upgrading in drugs commercials, increase in "realism" noted
Radio's changing sounds — Part Two
32 Last week, in first part of this story, sponsor related how radio stations in
N.Y. have changed formats. Here are similar happenings in other areas
Spot tv 1961 gain lowest on record
34 Billings were up only 2.3'', Ki - 1 year, annual TvB report reveal.-: (..i-h
calls talent costs one cause: P&G still leads, Wrigley is top brand
Radio doubles Casite sales
37 Success of initial radio try proves eye-opener for automotive parts
maker and long time trade paper advertiser and leads to year-round buy
DCS&S' new buying concept — Part Two
38 DCS&S feels that standard methods for measuring do not keep pace
with growing markets and has established its own set of criteria
NEWS: Sponsor- Week 7, Sponsor-Scope 19, Washington Week 55, Spot-
Scope 56, Sponsor Hears 58, Sponsor-Week Wrap-Up 60. Tv and Radio
Newsmakers 68
DEPARTMENTS: 555/5th 15, Commercial Commentarj 16.
Timebuyer's Corner 40, Seller's Viewpoint 69. Sponsor-Speaks 70, TenN< mid
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 bod.ee;
senior editor, Jo Ranson; Chicago manager, Given Smart; assistant news
editor. Heyward Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup,
Mrs. Ruth S. Frank, Jane Pollak; contributing editor, Jack Ansell; columni-t.
Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial
research, Mrs. Carole Ferster; special projects editor, 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.; production manager, Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; John J. Kelly, \in
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkoj.
Administrative: business manager, C. H. Bar tie; bookkeeper, Mrs. Syi
Cullman; secretary to the publisher, Charles Nash; George Becker, Michael
Crocco, Jo Ganci, Mrs. Judith Lyons, Mrs. Manuela Santalla, Irene Sulzbach :
reader service, Mrs. Lenore Roland.
Member of Business Publications
Audit of Circulations Inc.
una
© 1962 SPONSOR Publications lac
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation, and
Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So.. FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), HOIIywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40c\ Printed U.S.A. Published weekly. Second
class postage paid at Baltimore, Md.
MM. Will!
7 may 1962
BENTON SELF-DESTRUCTION?
Granted — you have a backlog of film product — but — is it good
for broadcasting? Times change and yesterday's smart buy may
strangle you today. Don't be determined to use film just because
you have it. Sorting through it, trying to hold
old and get new customers, you may end up
so engulfed in second-rate product that self-
destruction is inevitable. Nothing is as expen-
sive as a product that just misses. We can tell
you that Warner's "Films of the 50's" don't
miss. ..145 stations* have bought them. ..they haven't missed for
them... they won't miss for you either. Station after station that
has bought smart has bought ratings, sponsors, and profits...
These are the facts... these are the reasons
why Seven Arts' "Films of the 50's" are
"Money makers of the 60's."
SEVEN ARTS
ASSOCIATED
CORP.
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD.
NEW YORK: 270 Park Avenue YUkon 6 1717
CHICAGO: 8922-D N. La Crosse. Skokie, III. ORchard 4-5105
DALLAS: 5541 Charlestown Drive ADams 9-2855
L.A.: 232 So. Reeves Drive GRanite 61564-STate 8 8276
For list of TV stations programming Warner Bros. "Films of
the 50's" see Third Cover SRDS (Spot TV Rates and Data)
"The list of 1-15 TV stations programming Seven Arts'
"Films of the 50's" see Third Cover SRDS "Spot TV
Rates and Data.'1
The beauty and talent of this great French actress were known everywhere. Despite
her fame in the early 1900s, comparatively few people were privileged to see her perform.
Today, on WGAL-TV, an outstanding entertainer is seen by countless thousands.
Worthwhile programming assures a vast and loyal audience for WGAL-TV advertisers.
P^Ttf^ttTtf^W&Ttf^tj
CkcuweA £
'^&rirJ&Jk<&r&,3k<$
Lancaster, Pa.
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres.
Representative. The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco
SPONSOR • 7 MAY 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
7 May 1962
SPONSOR-WEEK
CBS AFFILS FACE CUT
Affiliated tv stations are confronted with CBS' new
compensation plan involving about 6-7% paycut
As SPONSOR-WEEK went to press
Friday (4) CBS TV affiliates, gathered
at the Waldorf-Astoria in New York,
were first confronted with the net-
work's request that they surrender
a portion of their afternoon compen-
sation.
Fom lobby conversation on Thurs-
day the disposition of the stations
appeared to be that the underlying
principle — sharing the program risk
with the network — was so momen-
tous that it would be advisable to
postpone decision for a month or
two.
However, the indications were that
the network would attempt to pre-
vail upon the assembled broadcast-
ers then and there — that is, before
the two-day meetings terminated.
And there was strong confidence
at the network side that — despite
station objections and hopes for de-
lay— the new compensation plan
would go through without substan-
tial modification.
What gave CBS TV's bid an air of
transcendental importance in the re-
lationship between stations and net-
works is the expectation that both
NBC TV and ABC TV were waiting
for a resolution of the CBS TV plan
before asking their own affiliates to
accept a reduction in their compen-
sation.
The new CBS compensation plan
if adopted, and if followed by the
other two networks, could mean a
$12 million paycut in income of af-
filiates of all the networks. About
$2 million of this loss would fall on
the 15 tv o&o's. (See SPONSOR-
WEEK, 23 April.)
The question of the new com-
pensation plan did not come up on
the first day of the meetings. At
the Thursday luncheon Frank Stan-
ton spoke on the U. S. image pro-
duced by its tv programs abroad,
denying that such considerations
should be a factor in the selection
or production of network shows.
NBC TV STATIONS GETTING
MONDAY 10:30 P.M. SLOT
NBC TV will move Eleventh Hour
to Wednesdays, 10-11 p.m. and David
Brinkley to Mondays, 10-10:30 p.m.
in the fall.
One consequence of the change
is that local stations will get back
the Monday night half-hour from
10:30 to 11 p.m. The only other 10:30
p.m. local half-hour pencilled in for
fall is on ABC TV on Friday.
Sarnoff asks legislation
on November debates
Minneapolis:
NBC chairman Robert W. Sarnoff
here last week asked prompt legis-
lative action which would permit
broadcasters to present face to face
political debates of the 1962 elec-
tions. Existing laws discouraged de-
bates where there are more than two
candidates.
$2 MIL. PILLSBURYLINE
TO M-M FROM BURNETT
About $2 million worth of
Pillsbury mixes billings were
shifted last week to McCann-
Marschalk. They had been at
Leo Burnett.
The products involved are
pancake, gingerbread, pie crust,
and brownie mixes.
Burnett retains cake and
frosting mixes, Sno-Sheen. Fa-
rina, and a new aerosol cake
decorator. Pillsbury products
assigned to C-M are not af-
fected.
Earl A. Clasen, v. p. of Pills-
bury grocery products division,
foresaw more business for all
three of its agencies, due to
continually expanding lines.
NBC TV writes $6.9 mil.
for this season and next
NBC TV wrote an estimated $4.2
million worth of nighttime business
for the remainder of this season,
plus an estimated $2.7 million ad-
vance on 1962-63, a total of about
$6.9 million in the week ending 27
April.
For this season P&G bought 80
minutes, Lehn & Fink 43 minutes,
and Chesebrough-Pond's 19 minutes,
each in various nighttime shows.
Advance bookings for next season
include Peter Paul (DFS), 34 minutes
in three shows, Remington (Y&R) 40
minutes in seven shows, Hertz
(NC&K) seven minutes in Jack Paar,
and Fritos (DFS) eight minutes in
Virginians.
SPONSOR
7 may 1962
SPONSOR-WEEK/ 7 May 1962
n I] I[ll ' .''I "
23 BRANDS SPENT $3 MIL IN '61 TV SPOT
TvB's figures on 1961 spot tv reveal that 23 brands (listed below)
spent $3 million or more. The report, compiled by N. C. Rorabaugh,
showed national and regional tv spot gross time billings up 2.3% to
an estimated $617,398,000.
Norman C. Cash, TvB president, related the comparatively small spot
] tv billings rise in 1961 to the increased talent costs for commercials.
Announcements comprised 77.0% of the total, with IDs contributing
10.6% and programs 12.4%.
Foods and groceries billed $171.0 million, followed by cosmetic-toi-
letries, $59.8 million; beer-ale-wine, $52.7 million, and household laun-
dry products, $48.2 million.
(For more tv spot data, see story, p. 34, this issue.)
TV SPOT
BRAND SPENDING
Wrigley chewing gum $10,098,750
Wonder bread 6,155,680
Coca-Cola 5,837,900
; Kellogg dry cereals 5,829,050
Maxwell House coffee 5,290,570
I Alka-Seltzer 4,884,420
Folger's coffee 4,735,150
Avon cosmetics 4,540,460
[ Gleem 4,204,090
j Dash detergent 4,179,950
; Pepsi-Cola 4,173,050
Yuban coffee 4,053,340
| Colgate Dental Cream 4,042,410
I Kent cigarettes 4,031,400
Tide 3,733,010
Mr. Clean 3,711,830
Post's dry cereals 3,366,660
j Clorox 3,339,800
| Nescafe 3,174,740
I Chase & Sanborn coffee 3,143,600
Budweiser beer 3,137,330
I Parliament cigarettes 3,067,330
| Bufferin 3,009,870
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
AHP into Huntley-Brinkley;
Metropolitan's instant news
American Home Products (Ted
Bates) last week quickly stepped
after Texaco decided not to renew
and become alternate day sponsor
of the Huntley-Brinkley news report
on NBC TV.
Estimated cost is $6.3 million.
R. J. Reynolds (Esty) renewed the
other half of the show the previous
week.
m
Over at CBS TV last week the net-
work found the answer to Gulf-
sponsored instant news specials on
NBC TV. CBS TV brought in Metro-
politan Life Insurance Company to
sponsor an undesignated number of
CBS News Extras next fall.
The exact number of shows de-
pends on the news that develops.
Metropolitan has long sponsored
news on CBS Radio stations, but this
is its first purchase of network tele-
vision.
JANUARY NET TV
UP 10% TO $65 MIL
Network tv gross time billings in
January 1962 rose 10.4% over last
year to $65.3 million, TvB reported
last week.
ABC TV was up 4.9% to $16.7 mil-
lion, CBS TV was up 13.9% to $25.5
million, and NBC TV was up 10.7%
to $23.4 million.
Daytime billings were up 14.9% as
a whole and nighttime was up
8.3%.
ABC TV to get affils
in Syracuse, Norfolk
ABC TV will acquire primary affiii-
ates in two important markets this
summer.
A new station in Syracuse, N. Y.
will join the network 15 September
on channel 9. Call letters have not
been assigned and an interim group
of 10 applicants will operate the sta-
tion until the FCC approves one.
WRAL-TV, Raleigh, N. C, now a
primary affiliate of NBC TV, will
switch its affiliation to ABC TV effec-
tive 1 August, it was announced last
week by Capitol Broadcasting presi-
dent A. J. Fletcher and ABC station
relations v.p. Robert L. Coe.
The Syracuse announcement was
made by Coe and Asher S. Merkson,
president of the interim group, Chan-
nel 9, Syracuse, Inc.
NBC growth reported
to stockholders
Robert W. Sarnoff, chairman of
NBC, reported last week on 1961
progress at the annual stockholder's
meeting.
He said that 1961 was NBC's best
year to date "by virtually every con-
ceivable yardstick. Overall, we a-
chieved our highest dollar volume
and largest profits."
He noted that NBC Radio showed
a profit, that NBC News had ex-
panded, and the o&o and enterprises
divisions were more profitable.
8
SPONSOR
7 may 1962
a statement of
WWLP & WRLP
SPRINGFIELD — MASS. — GREENFIELD
(Television in Western New England)
by William L. Putnam
We should be sufficiently honest, intellectual-
ly, to note that those who have protested the
Commission's deintermixture proposals are the
operators of what in effect constitute licensed
monopolies.
A monopoly is something repugnant to the
American way of life; we have laws against
such things. Yet a monopoly in the manufac-
ture of tires, for example, is merely that, and
a tire monopolist does not have inherent in his
monopoly the mechanism for convincing peo-
ple that his empire is beneficial to the public.
Yet a monopoly in the dissemination of public
information even a limited monopoly, with
geographic boundaries, is a very dangerous
thing, and can operate to the gross confusion
of the public as to the facts and the actual
course of events.
Without this deliberate distortion by these
monopolists the current rhubarb about deinter-
mixture would not be going on. For these peo-
ple are not kidding themselves and they are
not kidding us and we don't think they are
about to kid the industry, either.
We have witnessed a parade of public office
holders; governors, state representatives, may-
ors and congressmen of both bodies, who have
found themselves in the ridiculous position,
placed there by those who have knowingly told
them only half the story, of struggling for
the preservation of monopolies and the sup-
pression of additional job and business oppor-
tunities for their constituents. This alone should
convince anyone of the strength and concurrent
evil of these monopolies in the dissemination
of public information. Any politician knows
that it is easy to confuse the voters — yet only
a truly potent and monolithic force could con-
fuse so many politicians.
Represented nationally by HOLLINCBERY
SPONSOR
7 may 1962
SPONSOR-WEEK/ 7 May 1962
1— VL_L_ _. :;.._„•„.•. .:...".._^." -...;..
FOREIGN TV SETS
NEAR 40 MIL-JONES
By the end of 1962 there will be
more tv sets outside the United
States than within it, counting only
nations in the
Western world.
The prediction
was voiced
by Merle S.
Jones, presi-
dent, CBS TV
Stations Divi-
sion, last week
Merle S. Jones at a luncheon
on behalf of the second Interna-
tional Program Exchange.
Jones said that one of the pro-
grams in the exchange, a ballet,
would be the first Yugoslav tv pro-
gram ever seen in the U. S. and in
five of the ten cooperating countries.
The tv set prediction was based on
the fact that non-U. S. tv sets in
Western countries numbered 9 mil-
(Continued on page 60, col. 1)
NBC International's
first annual meeting
The phenomenal growth of inter-
national tv was also the chief sub-
ject for the first annual sales meet-
ings of NBC International, held last
week.
Alfred R. Stern, chairman, stated
that NBI shipped 7,500 reels of film
prints, duplicates and sound tracks
overseas in 1961.
Clifford W. Slaybaugh, director of
NBC International, stated that en-
tertainment values are similar all
over the world. He also alluded to
a growing interest overseas in U. S.
tv news and public affairs programs.
Eastman drops AP claim
Robert E. Eastman & Co. has
dropped its counter-claim against
Al Petker's AP Management to co-
operate with other parties in produc-
ing a settlement of differences.
137 Emmy nominees
for '61-62 named
The National Vcadenry of Tv
Arts and Sciences last week an-
nounced nominees for the 1'X>1-
62 Emm} awards. The winners
will be announced 22 May.
In all categories, here's the
breakdown of nominations 1>\
network:
NBC TV: 55.
CBS TV: 45.
ABC TV : 35.
Capital Cities Broadcasting
also won a nomination for syn-
dicated Eichmann trial news
coverage and AMTEC won one
for a technical development in
tape.
ABC ANSWERS NBC ON
ERNIE FORD RATINGS
ABC TV last week accused NBC TV
of indulging in "misleading and
totally unsophisticated research" in
the latter's broadside against first
week of the new daytime Tennessee
Ernie Ford Show on ABC.
ABC objected to NBC's use of 24
Market Nielsen ratings, pointing out
they couldn't be applied to shows
that are networked on local "clock"
time. Hence no more than half the
Ford premiere markets were aver-
aged in.
ABC noted that the National Niel-
sen gave Ford a 27.9% share, reach-
ing 2.5 million homes a minute on
145 stations. The 24 market report
released by NBC gave Ford only a 19
share (see SPONSOR-SCOPE, 30
April, p. 21).
During the second week of the
show the National Nielsen gave a
20.4% average share for the week,
despite the fact that about 15 sta-
tions carrying the show on delay were
not figured in the tally, says ABC.
ABC explained that the 24 market
report is inapplicable to ABC day-
time because shows are not on a
simultaneous seed.
WARNER SETS UP OWN
SYNDICATION UNIT
Warner Bros, now has a sufficient
inventory of off-network tv film series
to enter the re-run distribution field.
The studio last week announced it
had established its own syndication
division with Joseph Kotler as v. p.
and sales director.
Kotler, a former v. p. of Ziv-UA,
where he
served for 15
years, takes
up his new
post immedi-
ately with
headquarters
at the Warner
Bros, home of-
fice in New Joseph Kotler
York. He'll have seven full hour
series plus two half-hour shows.
Full hour titles to be syndicated
include Maverick, Surfside 6, Sugar-
foot, Roaring 20s, Bronco, Bourbon
Street Beat, and Alaskans. Half-
hours are Lawman and Colt 45.
Non-tv Warner Bros, product, such
as movies and cartoons and other
theatricals, has been distributed for
some time by Seven Arts and also by
UAA.
Disney's Buena Vista also entered
the syndication field this season.
Ziv-UA adopts new
production policy
Ziv-UA last week announced a
shift to a fully-independent tv pro-
duction operation. The company
does not intend to renew its lease
of the studio at 7324 Santa Monica
Blvd. in Hollywood, but will retain
an executive office in Hollywood.
Arthur B. Krim, president of UA,
and John L. Sinn, president of Ziv-
UA, said new talent was attracted to
tv under the plan, introduced last
year, offering "complete creative
freedom."
The plan is, in effect, an applica-
tion to tv of the UA pattern in mo-
tion pictures.
12
More SPONSOR-WEEK continued on page 60
He exploded a million laughs in a
three-year network run. Jackie
Cooper, starring as the navy's Dr.
Hennesey, often winds up sailing in hot water. But his ratings are
always at high tide. • From October 1959 to date (NTI — total U. S.
basis), Hennesey averaged a 37 share of audience. That's a greater
score than averaged by the competition mustered against him— five
programs on two different networks! • Now, NBC Films sails 96
half-hours of Hennesey into your area— as afirst-run syndicated series.
Here's a program with millions of loyal followers across the country,
including thousands of fans right where you live. You get a ready-
made local audience pi us one of the nation's favorite stars at the helm.
And when it comes to sponsors,
he's an ace at recruiting. Man
your stations-with HENNESEY!
NBC FILMS
SPONSOR
7 may 1962
13
SHE APPRECIATES THE QUALITY TOUCH!
Audience is not only "numbers"; it's people — women like this one. She wants the
best for herself and her family. She's sensitive to television programming and station
responsibilities. She's our viewer and your cus-
tomer, and we're loyal to both of you. It's the
quality touch that delivers the audience for
quality products.
WFAA-TV dallas
AT COMMUNICATIONS CENTER ^l
TELEVISION SERVICE OF THE DALLAS MORNING NEWS
14
Rtprtaenttd by (Edward! P**nr AfCo.. h»c.J The Original Station RrpreBrntative
SPONSOR • 7 MAY 1962
Radio editorial defense
I read with great amusement the
letters [555 5 th, 30 April] comment-
ing upon my article featured in the
Seller's Viewpoint in your April 9
issue. What the respondents to my
article forgot or prematurely stated,
permit me to illustrate.
A special investigative committee
of the St. Louis Board of Aldermen,
on Friday, April 27th, returned a
report confirming completely the posi-
tion of the KWK editorials. This re-
port recommends as follows:
1. State legislative action in the
regulation of polygraph operators.
2. The appointment of an inde-
pendent grievance committee to re-
solve proven and legitimate morale
damaging practices.
3. The appointment of an inde-
pendent tribunal to review punish-
ment imposed by the Board of Police
Commissioners upon St. Louis patrol-
men.
Initially, I stated that the letters
commenting on my article were amus-
ing. They were amusing because:
1. The firm of Fleischman-Hilliard
is a public relations firm, not an ad-
vertising agency. This concern is
presently and has for some time been
in the employment of the St. Louis
Board of Police Commissioners at a
reported fee of $750.00 per month
(tax funds) .
2. The letter from Miss Koch is
particularly damaging to the cause
of good editorializing because it is
obviously written by a person who is
totally uninformed. Miss Koch com-
ments that we did not send a reporter
to meet with the Police Chief is an
absolute falsehood. Mr. Gill, our
News Director, and I met with Chief
Brostron and his staff of legal and
professional advisers including the
head of the Board of Police Commis-
sioners, 4:00 pm, the second Satur-
day in February. At that time, we
discussed our editorial campaigns
and requested information as well
as answers. In addition to this meet-
ing, there were numerous phone calls
and letters between my office and the
Chief's office prior to and after this
date. Miss Koch also states that the
Board of Aldermen voted down "the
matter" without hesitation. She obvi-
ously wrote this letter prior to the
special committee's report last Friday
passed by the overwhelming majority
of 20 to 1.
The writers sent you copies of
newspaper stories and editorials tak-
ing a position opposite to KWK. It
is true that the newspapers did not
agree with us. However, this Sun-
day, April 29, a front page story in
the Post Dispatch has the headline.
"Police Morale Low; Complaints on
Pay, Hours, Efficiency Drive." This
article was the result of the Post
Dispatch's own survey. Curiously
enough, it backs our editorial posi-
tions completely.
Our editorial campaign results are
indeed real, certainly beyond chal-
lenge from any self-serving interests.
The Board of Aldermen, having so
overwhelmingly voted to pass the
findings of its special investigative
committee, has now kept active this
committee for the express purpose of
achieving the KWK recommended
siale legislation.
The stature of KWK can only be
judged by those who are not directly
concerned with either position taken
in our editorials; they are the people.
Many hundreds of letters and thous-
ands of phone calls from our listeners
backing us, telling us to go forward,
because we have their support, tell a
much greater story than the opinions
of a tax paid public relations counsel.
Alan Henry
gen. mgr.
KWK
St. Louis
What's
opening up
in Atlanta?
Certain bivalves " R" going
out but after a practically
SRC) Season, CHOICE
PRIME POSITIONS
ARE OPENING UP ON
WAGA-TV! Build sizzling
summer sales franchises
now in prime time with
fixed, pre-emptible or PRE-
MIUM* plan-
able schedules
on the efficient
W Atlanta buy ! ! ! !
-TV*
* Premium plan — One fixe J ' AAorAAAiC sec. announce-
ment earns 12 plan rates for all additional B, C, or
D spots! Represented hy Storer Television Sales.
tOS ANGELES
KGBS
PHILADELPHIA
iriBG
CLEVELAND 1 MIAMI TOLEDO
niii ivgbs uspn
DETROIT DETROIT
IIJBK 1 IISBK-TI-
NEW YORK
It IIS
MILWAUKEE
niTi-rr
CLEVELAND 1 TOLEDO
mar-TV 1 itsfD-Ti'
STORER
Bftmrxusnxc <<iup*\y
SPONSOR
7 may 1962
OF FLORIDA'S
2nd MARKET
1/3 OF THE COST!
That's right, in the densely
populated 4-county Tampa
Bay Market, WSUN is the
best buy for the money by far !
261,200* TV Homes Daily
UNDUPLICATED A. B.C.
•TV Magazine, February '62
WSUNTV
Tampa -St. Petersburg
Get all the facts from
Natl. Rep. Venard Rintoul
4. McConnell
S. E. Rep. James S. Ayers
by John E. McMillin
Commercial
commentary
Mishap at Marquette
1 had hoped to make this column a report to
you on the pro and con arguments about "ad-
vertising responsibility."' discussed at Marquette
I niversity's Fifth Annual Marketing Conference,
the week before last.
But. alas. I opened my mouth too soon, and
Fate stuck her big fat foot in it.
At 4:30 on the afternoon before I was to
leave for Milwaukee. I received a call from an efficient Marquette
professor, who told me that they were calling the whole conference
off because of "inadequate advance reservations."
This startling development left me holding the bag in the shape of
a 29-page, 40-minute speech which I had been working on since
January, and it also left me in a state of shock.
I am sure what bothered me most was not the abruptness of the
hatchet job which Marquette did on its own conference, but rather
the fact that in recent weeks I had become positively fascinated with
the subject we were supposed to discu>-.
The topic, as I mentioned in my last column, was "the responsi-
bilities of advertising people to business and society," and Mar-
quette wrote that it hoped the Conference could explore the "ethical
and moral dilemmas besetting the business community which come
to a sharp climax in the preparation of advertising."
The more you think about that, the meatier it becomes. And I
had been thinking about it a great deal.
When, suddenly, I was denied a chance to talk about it, I felt as
if I had been kicked in the teeth by a Percheron.
Undoubtedly however, such disappointments are good for the soul
and there is a hidden drop of honey in every humiliation.
Right now, though. I'm trying to find it.
Sueh a Conference is needed
One thing I am absolutelv certain of.
Despite Marquette's inability to whip up interest in the Milwaukee
area in "the ethical and moral dilemmas besetting the business com-
munity" (or at least enough interest to pay the $25 registration fee
they were charging for the one-day meeting) there is a tremendous
need for a serious, stimulating, forthright conference on this sub-
ject to be held somewhere, and soon.
The deeper I got into it, the more I realized that this is actually
the No. 1 topic in our national life today, and its implications go fat-
beyond advertising. Advertising, in fact, is just a gaudy symbol of a
much more profound conflict.
More accurately stated, this conflict involves "the ethical and moral
dilemmas about business, and particularly private enterprise" which
are confusing millions of Americans today.
i /'lease turn to page 50 I
16
SPONSOR • 7 MAY 1962
Michigan
Marches
Forward
Michigan
Week
May 20-26
A great state striding in giant steps to an even greater future! New business and
industry? You'll find them a-plenty in Michigan. New advances in science and
technology? Michigan breeds them. New horizons in education and culture? Michigan
glories in them. The WWJ Stations proudly serve this great state and the bustling
metropolitan area that is America's Fifth Market. Join with us! March forward with
Michigan and with Detroit. Share in the benefits of their economic strength and vitality.
WWJ news WWJ -TV
* STATIONS ?
Owned and Operated by The Detroit News • National Representatives : Peters, Griffin, Woodward, Inc.
SPONSOR • 7 MAY 1962 17
How many Americans will
relive this story on Oct. 5, 1962?
On October 5, ABC Television comes on with a new,
hour dramatic-action series drawn from the epic ex-
ploits of the famous Texas Division in World War II.
How big is the audience for this great story with all its
physical excitements, its emotional tensions, its glories
and griefs of men, and their women, at war?
It is very big.
It includes the men who were there. And, by way of
common interest, every American who fought on any
front.
And their families and friends. And every American
who didn't get across, but was there all the same.
And youngsters. Kids for whom this great story will
now become living history.
In total, millions.
This is the audience for The Gallant Men.
This is the audience who will land at Salerno, Italy,
with the Texas Division and follow them to victory in
Rome.
The Gallant Men is first and always a story of men in
conflict. The good, the bad, the brave and not so brave
whose lives and loves were on the line— the bloody line
from Salerno to Rome.
A big show, yes.
With big, built-in audience appeal. As several alert
advertisers will begin discovering, beginning Oct. 5.
War correspondent Conley Ernie (ex-boxer Roland La Captain Benedict (William Reyn- Pvt. DAngelo (Eddie Fontaine)
(Robert McQueeney) fights the Starza) would be just as willing olds) is a hard man with a hard is handsome and speaks the
good fight with a potent weapon to fight it with his fists. job. A combination that wins language. A combination that
— his typewriter. ba'"
aattles.
wins dames.
COMING ON ABC-TV: THE GALLANT MEN
m
Interpretation and commentary
on most significant tv /radio
and marketing news of the week
SPONSOR- SCOPE
7 MAY 1962
Ccpyrliht IM2
SPONSOR
PUBLICATIONS INO.
If there's any one thing that reflects a high degree of confidence among the
Detroit car builders in the sales outlook for their 1963 line, it's the way they're
committing themselves for tv.
Detroit's not only buying early but it's putting a record number of tv dollars on the
line for the 1962-63 stretch (and this could easily go over the $75-million mark).
For network tv the outstanding comeback is Chrysler. Last season it confined itself to
network participations and bits of sports. For the coming tv network cycle Chrysler has
loaded itself up with an alternate hour of Empire, half of the World Series and
All-Star games and an assortment of specials — all to the tune of around $8.5 million.
Following is how the Detroit tv expenditure picture looks for the 1962-63 cycle:
ADVERTISERS
ABC TV
CBS TV
NBC TV
TOTAL
American Motors
0
0
$2,500,000
$2,500,000
Buick
0
0
3,700,000
3,700,000
Chevrolet
$7,100,000
$6,500,000
10,500,000
24,100,000
Chrysler
0
0
8,500,000
8,500,000
Ford
0
6,500,000
8,500,000
15,500,000
General Motors Inst.
0
0
500,000
500,000
Lincoln-Mercury
3,500,000
0
2,000,000
5,500,000
Oldsmobile
0
6,500,000
0
6,500,000
Pontiac
3,200,000
0
0
3,200,000
Studebaker
0
2,800,000
0
2,800,000
Willys
0
2,000,000
0
2,000,000
Grand Total $13,800,000
$24,300,000
$36,200,000
$74,800,000
(See article, page 25, on Ford as a sponsor of sports on a big scale.)
There could be quite a moral for lots of other advertisers in the report that
Miles Labs (Wade) is chucking the Kukla and OUie strip (NBC TV) and putting
Chocks, the children's vitamin, back into local kid shows.
The moral which certainly isn't new — the fact is it dates back to early radio: if you
want to sell moppets there's nothing so eminently valuable as having your com-
mercial done by a local live personality.
Recognition of this principle has not only given local tv its one big edge over network
tv but brought about a remarkable proliferation of products supporting local kid
formats.
What gives this trend special piquancy is that products like meats, mixes and vari-
ous heat-and-serve foods, once the exclusive target of adult appeal, are finding them-
selves more and more on the commercial roster of local kid shows.
It's quite a phenomenon, this burgeoning of the kid show commercial domain, and it
will be treated in depth in an early issue of sponsor.
P.S. : The farming out of the Chocks, plus Bactine, business to spot tv would
mean around $3 million.
Do you know where spot radio is getting about the healthiest boost from na-
tional and regional advertisers this spring?
It's out in the midwest. Much of it is of the seasonal and special promotion cate-
gory, but the budgets for radio are quite substantial.
Details on this significant break are in SPOT-SCOPE, page 56.
SPONSOR • 7 may 1962
19
'
SPONSOR-SCOPE continued
Blair's radio division has ambitions of establishing a national measurement—
a la network — for its 55 stations.
Ward Durrell, Blair research chief, has discussed the plan with agency research people
and the next step is to induce them to join the rep organization to co-finance the
project. Blair would also like to get the imprimatur of the ARF.
The undertaking entails gathering some demographic characteristics of the stations' audi-
ence, thereby providing the advertisers with the sort of broad qualitative picture
that computer-oriented agencies would like to achieve.
Oil companies with service stations are getting somewhat miffed at Ford for the
line it's taking in its commercials.
The angle in the commercials they frown on : urging Ford owners to bring their cars
to Ford franchisers for complete servicing, which would include oil changes, installation
of small parts, etc.
Say the oil people: their outlets also make oil changes and sell small parts.
The sales departments of CBS TV and NBC TV last week eyed with some aston-
ishment a new wrinkle in "guarantees" which ABC TV is introducing via The
Jetsons, which makes its debut this fall.
As the network's competitors heard it out of Bates, which spawned the new wrinkle as
agency for Colgate and Whitehall, two of the three sponsors on The Jetsons, ABC TV has
guaranteed a specific audience composition for the first 26 weeks of the cartoon.
In other words, the program is required to deliver a minimum of 15 million adults
per average commercial minute.
What apparently spurred the audience composition guarantee: Bates' need for assurance
that the cartoon's weekly audience will not be overwhelmingly of kid and teenage level, there-
by overshadowing the two clients' basic viewer requirements.
What with the proliferation of scatter plans and piggybacks NBC TV finds it-
self more hard put than ever to go on guaranteeing daytime product protection,
particularly if the accounts are newcomers or returnees to the schedule.
The network sloganizes its predicament in this fashion: if advertisers keep on diver-
sifying and look for the utmost in network flexibility, then they should be willing to
waive the now antiquated groundrules on product protection.
As it is right now, NBC TV is allowing only 10 minutes protection on competitive
products in daytime. That protection still limits a single type of product to a program.
However, the network thinks that the time isn't far off when even this rule will have to go by
the board and advertisers will accept inclusion in the same program with a competitive
product so long as a 10-minute leeway prevails.
By assigning the various ex-Gardner cake mixes to Compton, which already has
the Duncan Hines layer mixes, P&G's multiple efforts in that field become a line,
instead of a brand, operation.
One advantage of this: the budget can be moved around from brand mix to
brand mix more flexibly and opportunely.
Gardner's end of the mixes billings runs around $2 million. Altogether the Duncan Hines
mixes accounted for about $2.6 million in spot tv last year.
Jif peanut butter, which Gardner also surrendered (to Grey), also bills $2 million.
20 SPONSOR • 7 MAY 1962
SPONSOR-SCOPE continued
NBC TV didn't wait to see how CBS TV's affiliates reacted to that network's
proposal for a cut in afternoon time compensation: it went ahead and advised
NBC TV affiliates that their share of night as well as day revenue would be 10%
less for July and August.
It's the first cutback of the kind in the history of network-station relations as far as
nighttime is concerned. CBS TV revised the morning compensation earlier this season.
One of the reasons given by NBC TV for requiring the savings in July-August
station compensation : it'll be taking too onerous a loss from the unsold reruns of night-
time film series.
NBC TV expects some affiliates to retaliate by cancelling out clearances on some of
the network shows and replacing them with local or syndicated programs.
(For report on how CBS TV affiliates acted on the afternoon cut, see SPONSOR-WEEK.)
The average cost of prime time programing for the coming season has taken
an appreciable hike in virtually all categories.
What this means to the tv networks: they control all but four and a half hours of it
and they're deeper than ever in the bush if much of the inventory remains unsold.
Here's a breakdown, as calculated by SPONSOR-SCOPE, of the net weekly bill for the
1962-63 season of regularly scheduled prime time shows in terms of program type
and average costs, with the 1961-62 average in parentheses:
PROGRAM TYPE NO. SERIES
Situation comedy % hr. 24
Situation comedy hr. 2
Adventure hr. 11
Adventure % hr. 1
Western hr. 9
Western % hr. 2
Variety hr. 8
Mystery-suspense hr. 7
Anthology hr. 5
Anthology */2 hr. 2
Feature films 2 hr. 2
Music 3
News-actualities 6
Aud. Partic.-Panels 6
Comedy 2
Sports 2
Total 92
WEEKLY TOTAL
$1,185,000
227,000
1,015,000
62,500
881,800
84,000
796,800
609,300
497,500
93,000
275,000
201,000
191,000
185,000
185,000
71,000
$6,559,900
AVERAGE COST
$ 49,400 ($44,600)
113,500 (none)
92,270 (86,630)
62,500 (48,000)
98,000 (82,500)
42,000 (37,000)
99,500 (88,000)
87,000 (80,800)
99,500 (82,500)
46,500 (41,300)
137,500 (same)
67,000 (78,000)
31,800 (25,500)
30,800 (25,500)
92,500 (58,600)
35,500 (35,000)
The tv networks may look to P&G to do considerable buying of nighttime min-
ute participations for the summer.
Some of its shows are winding up their 39-week cycles and a number of the P&G
products need added advertising support during the warm spell.
Incidentally, the summer take by the networks should turn out much better than had
been anticipated a few months ago.
The same might be said about spot tv. It's been a soaring spring for spot, at least in
the top markets, and key reps generally expect these good tidings to continue.
Tv can virtually always find a competitive company to take the place of a
defector.
Sealtest is bowing out of network nighttime and now Borden, which has been out of
the bigtime list for years, is shopping around for a place in the fall.
SPONSOR • 7 MAY 1962
21
SPONSOR-SCOPE continued
The fall's four months away, but veterans of spot tv buying have a hunch that
the major market picture come early September will be a tight sellers' situation.
It's their guess that unless there's a sethack in the economy in early summer stations in
key markets will reestablish the 30-day starting rule, which means lots of accounts
with fall-aimed schedules will get their campaigns started in August so as to make
sure of getting the spots they prefer.
Did you know that 140 radio stations have been continuously on the air since
1922.
For a pictorial early history of those 140 — plus some that were on before that — see a
four-decade panorama of radio that will be issued late this month as a cooperative
venture of SPONSOR and U. S. Radio. It will be a supplement of sponsor.
A hardcover edition will also be available.
Lehn & Fink (Geyer) has bought 43 nighttime minutes on 11 NBC TV night-
time shows for the summer in behalf of Mediquick and Lysol.
The network last week also got an order from Green Giant (Burnett) for 17 night-
time minutes and 39 daytime quarter hours, effective with the fall. Another fall sale:
Milton Bradley (Noyes), 12 minutes on McKeever & the Colonel.
Some sellers of spot tv think there's a breakthrough under way against the
growing nuisance of drug and other chains who use advertising allowances to bro-
kerage time.
They're anticipating some action out of Washington on the thesis that such chains in
buying blocks of time and reselling it at profitable rates to manufacturers are in-
directly able to control programing of which they are not the actual sponsors.
The four leading electric shavers will be in heated competition for the Christ-
mas trade using basically the same tv device: the nighttime minute participation.
Already committed is Remington (Y&R), using 40 spots at a cost of $1.4 million.
Sunbeam is expected to use 49 minutes, spending $1.7 million. Schick is on the brink
of lining up a schedule, but Norelco is going to wait a while before putting its chips on the
table.
CBS TV has an early sellout of its Triple Crown racing, which is rather unusual.
The co-sponsors of the events: American Home, Melnor Industries (lawn mow-
ers) and Pabst, which has taken half.
Cost of the package: $350,000.
If you as a seller of spot are still looking for reassurance about prospects for
the full second quarter and the early part of the summer, the latest consensus from
key reps would indicate that tv is on the jump and radio on the rise.
Some of the tv reps note that May looks even better than April, which in itself has
been moving at a sturdy pace, while the radio reps have been considerably cheered by the
fact that some of the latest buys have been of a 52-week nature.
(For more on this and kindred themes see SPOT-SCOPE, page 56.)
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 Spot Scope, page 56.
22 sponsor • 7 mat 1962
■ ■
15
*
i « •
MORE OF
WTTG reaches more homes
and more counties in its primary
coverage area than
any other Washington, D. C. station!
And, moreover, WTTG alone
delivers an overwhelming unduplicated
audience with its day-
and-night spot announcement
plans! Want more? Contact
WTTG's new national representative:
METRO BROADCAST SALES
WTTG
METROPOLITAN BROADCASTING TELEVISION
• *t I
why
paint
just the
town?
the Charlotte TVMARKETis First in the Southeast
The way some people talk about covering city
populations, you'd think the folks in the counties don't
count.
The Charlotte City population is a fair two-hundred
thousand but the Charlotte TV Market population is a
walloping first-place 595,600 homes!
We'll add modestly that the WBTV bucket covers
43.4% more TV Homes than Charlotte Station "B." **
Norfolk.
WBTV
•Television Magazine-1962
*NCS '61-Nightly
CHANNEL 3 ^^ C H A R L O T T E / j efferson standard broadcasting company
Represented Nationally by Television Advertising I "JvAR ) R*presentatives' lnc-
■can
SPONSOR
FORD'S $8 MILLION TV SPORTS BUY
Automotive giant ups tv budget by $2 million, concentrates on selec-
tive male audiences, in most exciting development of '62-'63 season
/\s 1962-63 advertisers and programs make
their late spring moves on the tv chessboard, one
whopping, concentrated buy stands out: the Ford
Motor Company's investment of over $8 million —
the sizeable share of its broadcasting budget — in
a single program type, sports. Observers see in
this calculated move an excitement and signifi-
cance no other development of the new season
can match.
SPONSOR
7 may 1962
Most salient points of the buy:
1. While retaining the basic structure of its
other network schedules, Ford has increased its
1961-62 budget by some $2 million, with the dis-
tinct possibility of further increase for additional
sports buys.
2. While another automotive giant — Chrysler
— has certain sports commitments (i.e., one-halt
of both July All-Star games, one-half of the World
25
Ford buy stirs industry: is 'mass' audience
a myth, special audience sign of the future?
Series), lord i> virtuall) sealing olT
the 1 1 wt j • > i season-long football e\ents
from am other automobile manu-
facturer.
3. \\ hile al first glance the sports
programing chunk might seem a
dashing competitive move, it is in
realit) I >ut another step, however
large, in the long-range planning oi
Ford and its agencies, J. Walter
Thompson and Kenyon & Eckhardt.
k \\ hile the phenomenal growth
of sports as one of tv's top attrac-
tions I in terms of number of tele-
casts) has hardly gone unnoticed.
to date no other block-program pur-
chase has brought it so forcefulK
home.
r>. \\ hile identification with sports
is hardl) new for national advertis-
ers (can \ou shave with a Gillette
without thinking you re Mickey Man-
tle?), the Ford imprint is decided!)
news. It emphasizes a gradual
metamorphosis in the company's me-
dia planing, from predominantly gen-
eral famib appeal to more specific
male and \ outh appeal.
6. While certain individual tele-
\ised sports have continued to grow
both in stature and ratings (e.g. pro-
fessional football, college football I.
there has been an audience decline
in oxer-all network sports program-
ing since 1958, according to latest
Nielsen figures. This audience de-
cline is reflected both in percentages
and share of audience. Ford and its
agencies, as well as most other in-
dustrj observers, however, account
for this in terms of increased sports-
casts aimed at specific audiences,
with golf, for instance, bringing the
total figures down, while particular
programs I CBS's Sunday Sports
Spectacular. ABC's Wide World of
Sports, for example) enjo\ healthy
ratings.
The Ford acquisition, extending to
all three networks, includes the fol-
lowing: three-eighths of the National
Football League schedule (profes-
sional football i on CBS TV (sia
minutes per week as against four
minutes per week last season) : one-
fourth of the NCAA -aines on CBS
TV, of which Ford had none last
year; one-fourth of the NFL champ-
ionship game on NBC T\ : two-fifths
of the hour-and-a-half Sunday Sports
Spectacular, which begins on CBS at
the conclusion of the NFL season;
all for the Ford division; and one-
fourth of the \FL schedule on ABC
I \ for the Lincoln-Mercury division.
In addition. local Ford dealers and
dealer associations will be conspicu-
ouslv active in the sponsorship of lo-
cal and regional sports programs.
This particular area, says R. E.
i Buck) Buchanan, vice president and
tv group head of J. \\ alter Thomp-
son, attracted Ford three years ago
because of its obvious correspondence
SPORTS BUYS for Ford division of Ford Motor Co. — buys extending to all three networks — are reviewed by members of Ford planning
group at J. Walter Thompson: (l-r), Harold Veltman, head timebuyer; R. E. Buchanan, v.p. and tv group head; Barry Frank, asst. group head
26
SPONSOR
\i\\ l«W)2
" '*^^^y **"W|^i':-
LIVELY — that's the Itey word in Ford's promotions, as this tv commercial from its 'Lively
Ones' campaign shows. Company's sports schedule is extension of 'lively, exciting' approach
what lies watching, you've estab-
lished an empathy few tv vehicles
afford."
Conspicuous in Ford's over-all ef-
fort to match campaign to program
is its "Lively Ones" campaign for
the introduction of the company's
'62Vi> models. The basic liveliness of
popular sports made an ideal back-
ground for the current campaign
(i.e., "Ford dealers are the liveliest
sports in town." "The '62V2 models
are the liveliest,'' etc.), which may
well be carried over into the '62-'63
season.
"Too," says James Luce, vice presi-
dent and media director of JWFs
Detroit office, "the sports environ-
ment lends itself to limitless promo-
tion possibilities." Cited particularly
are the Thunderbird golf tournament,
which Newark, N. J. Ford dealers
established in their own area and
which NBC TV will carry 10 June-
sponsored in full, to no one's sur-
prise, by the Ford Division and its
Newark area dealers; and last year's
"Punt. Pass n Kick" contest, tieing
in with NFL sponsorship. This lat-
ter promotion, which in many ways
has set a pattern for Ford's future
tie-ins with sports programs, had
I Please turn to page 44)
to the company's advertising climate.
Sports offered not only a high pro-
portion of men; it offered a high
proportion of men in upper income
groups. Even more important, it of-
fered a considerable audience of
young men, the war-babies-grown-up,
those to whom much of the Ford mes-
sage was being directed.
Initial successes broadened the
client-agency view that a sports at-
mosphere was excellent for present-
ing Ford automobiles. As Eldon
(Hap) Hazard, radio/tv supervisor
of the company's Detroit office re-
members, "We realized that sports"
excitement, the feeling of reality and
immediacy, and certainly of activity,
were perfectly fitted to our then-
current promotions as well as those
in the planning stages." Or, as Ed-
ward J. Rodgers, broadcast super-
visor of the Ford Division, puts it:
"Where the viewer participates in
'ACTIVITY in sports fits our own promo-
tions': Edward J. Rodgers, Ford's bdcst. supvr.
'EMPATHY is viewer reaction to sports':
Eldon Hazard, r tv supvr., JWT, Detroit
SPONSOR
7 may 1962
27
YOU'RE WRONG, MR. Ml NOW,
^ Stephen Labunski, WMCA, New York, offers vigor-
ous refutation of FCC Chairman's NAB radio speech
^ Veteran broadcaster challenges both Minow's facts
and ideas on radio in address to Wilkes-Barre ad club
Last week, on 2 May, lite Adver-
tising Club of Wilkes-Barre. Pa.,
heard one of the most outspoken at-
tacks ever delivered by a broadcaster
against an FCC Chairman. The
speaker was Stephen Labunski. ex-
ecutive vice president and general
manager. U MCA. \eu York. The
attack was on Chairman A euton
Minow's \AB radio speech given at
the convention in Chicago, 1-4 April.
Here is Labunski' s address in full.
REBUTTAL to FCC given by Stephen La-
bunski, exec. v.p. and gen. mgc, WMCA, N.Y.
I ou can take the same set of facts
and put different interpretations on
them. There was a story doing the
rounds during the last Olympic
Games about the two-man foot race
between the Russian and the Ameri-
can, which the American won. The
Soviet press, however, acclaimed
their athlete as a great hero, explain-
ing that while he had come in second,
the American had run next to last.
I am afraid that the Chairman of
the Federal Communications Com-
mission suffers a little from the same
malady, although obviously not for
the same reasons. He does, how-
ever, take a set of facts about radio
and. in a speech before the National
Association of Broadcasters on 3
April, draws some mighty peculiar
conclusions. Mr. Minow quoted some
figures on radio homes and radio
usage which people in the industry
found hard to understand. He said,
among other things, that in 1961
we had 50 million radio homes, but
that sets in use during the day aver-
aged 9 per cent, thereby reaching
4,500.000 homes; and during the
evening sets in use averaged only
6 per cent, reaching 3 million homes.
I have asked a number of people
since then, including experts in the
research business, where he might
have gotten such a set of figures.
Nobody seems to know. Most likely,
these are Nielsen figures on per-min-
ute averages, but whatever the case,
thev greatly distort the true picture
of radio listening today. Assuming
that the source is Nielsen, this same
source savs that radio reaches more
than 471/> million different U. S.
homes each week — almost 39 million
homes every day during the daytime,
and 241 •_> million homes every eve-
ning. At any given moment a typist
is using only one finger with which
to hit a key, but no one measures a
tvpist's performance by anything ex-
cept the use of all ten fingers. In
effect, the Chairman views radio in
about l/10th of its true dimensions,
and it is not surprising, therefore,
that this has led him to some strange
conclusions.
The FCC Chairman, however, did
concede that some outside listening
took place and that, in fact, radio
had spread to the kitchen, the bed-
room, the workbench, the office, the
automobile, the fishing camp, and the
mountain trail. The one place radio,
with its undeniably universal acces-
sibility, has not reached is the hal-
lowed halls of the Federal Communi-
cations Commission — judging by
things which FCC spokesmen have
periodically said about the medium.
In comparing the use of television
to the use of radio, Mr. Minow spoke
of the "massive section of the mass
audience (which had) deserted radio
for television." Here he made the
old mistake of assuming that every
viewer acquired by television was
necessarily a listener lost to radio.
Perhaps Mr. Minow himself has
stopped listening to the radio and
has become a television viewer only,
but there is a great deal of evidence
that this is not the case with other
people. Many of the same people do
some television viewing, some radio
listening, some newspaper reading —
attending one communications medi-
um does not preclude some overlap
in viewing-listening-reading habits.
Mr. Minow spent a good deal of
time lamenting the prolific growth
of radio stations in the last 15 or 16
years. His figures are doubtless cor-
rect when he savs that in 1946 there
were 996 am stations excluding those
owned and operated by the networks,
and that in 1960 there were 3.451
such am stations. But instead of
concluding from this that the Amer-
ican people were currently being
served by a great variety of radio
programs and that the listener might
28
SPONSOR
7 may 1962
SAYS A RADIO BROADCASTER
Iiiiiiiiiiiiiiiiiiiiim
iiiiiiiJiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiii^iiiT'iiiiiiiiiiiiiiiiiiiil
Labunski sees danger if radio men follow Minow
•*l| radio broadcasters are in as much trouble as Mr. Minow says
they are, and if they now follow his implied program suggestions
and stay away from the things he apparently doesnH like, they
are almost guaranteed to have more trouble than before. You
may consider it unfortunate or not, but the American people
simply do not listen to a radio station for program 'categories9
which look good on paper in Washington, D. i '.. headquarters of
the FCC. The people who listen to radio, far more than Mr. Minow
imagines— and probably for different reasons— have various
choices, among which is the ever-present one of being able to
turn their radios off completely.
pllllllllllllllll!lllillllllllll!ll||||!lllllll!lllllllll!llllllll!!lllllllllllllllllllllllllll^
therefore be richer in choices than
he had ever been, Mr. Minow im-
mediately went from this statement
to the conclusion that the quality of
radio services had been seriously im-
paired by the over-abundance of ra-
dio stations. This is a strange con-
clusion for Mr. Minow, who has been
a prime advocate of greatly expand-
ing the number of television stations
in this country for the express pur-
pose of broadening viewer choices
and improve programing through the
pressure of competition.
The situation he is advocating for
television exists with a vengeance in
radio; yet, his conclusions about
radio are largely couched in negative
terms and critical stereotypes with
hardly a reference to the industry's
ability to flourish during the years of
television's greatest expansion and
without recognizing those qualities of
the radio business which provide a
seemingly endless supply of men and
women who would like to get into
radio despite the known economic
hazards which cause one-third of the
industry to swallow red ink every
year. The FCC Chairman is mysti-
fied by this phenomenon: ". . . but
we are finding that in our competi-
tive system radio stations seem to
have no mortality rate," he says,
". . . few radio stations ever decide
— voluntarily — to leave the air. Ra-
dio stations do not fade away; they
just multiply." I have known this a
long time but find it not at all
puzzling. It simply means that there
are a large number of ambitious and
enterprising people in our country
who are anxious to undertake one of
the most exciting and potentially re-
warding careers open to them — the
radio broadcasting business — com-
bining, as it does, the satisfactions
of communicating with an audience,
playing a vital role in one's commu-
nity, and engaging in a highly com-
petitive business enterprise in which
the financial rewards for success can
be substantial.
Furthermore, if you truly believe
in private enterprise, you welcome
the competition of new ideas and of
an ever-widening market. The fruits
of private enterprise, as they apply
to radio, make Mr. Minow cringe as
he describes his reaction to radio sta-
tions: "dull, dreary, full of decay
and desolation . . . wild as a hurri-
cane— blasting off continually with
an insane symphony of sound and
fury — signifying what? . . . plagued
by too many bills, too few accounts,
and too little audience? . . . destined
to sink into a rut of raunchy records,
tasteless' chatter by adolescent disc
jockeys, and rip-snorting, inaccurate
news reports?" If this is his total
impression of radio, Mr. Minow has
not done very much representative
listening; instead, he has been con-
tent to let a well-known critic of ra-
dio supply him with his philosophy
and, indeed, his choice of words.
What is an "insane symphony of
sound and fury," Mr. Chairman?
What is a "rip-snorting, inaccurate
[Please turn to page 44)
SPONSOR
7 may 1962
29
METALS & Materials winner is Alcoa commercial -for 'Pilfer Proof
Wine Caps.' Agency: KM&G, Pgh. Producer: Producing Artists, N.Y.
BAKED GOODS & Confections winner, Nabisco 'Oreos' also won ci-
tation for direction. Agency: Mc-E, N.Y. Producer: Morris Engel, N.Y.
1961's TOP TV COMMERCIALS
^ Upgrading of drugs' commercials, emphasis on "documentary" approach noted
among winners announced last week in third American Tv Commercials Festival
L»ast week some 150 awards sifted
from 1,254 entries were passed out
to agencies, advertisers, and produc-
tion firms for excellence' in television
commercials at the third annual
American T\ Commercials festival.
Cited for best in product classifica-
tion as well as in a number of other
categories. Chevrolet, Ucoa, Autolite,
Pepsi, and AT&T emerged with the
most mentions.
• Chevrolet had the most honors,
picking up 1 1 awards. The most
outstanding Chevrolet commercial,
entitled Corvair "Swamp, walked off
with these top awards: hest automo-
biles, hest color cinematographv. and
best demonstration.
Agency for the "Swamp" commer-
cial is Campbell-Ewald, Detroit; pro-
ducer. \\ oodburn \ Walsh, Coral
Cables. Fla.
Another Chew commercial. ''Road
Signs," was the winner in hest musi-
cal scoring. Agency is C-E, and the
producer On-Films, Princeton, V J.,
and New A ork.
Chevrolet also won in "best video-
tape production" with its "Anniver-
sary Minim Offer' commercial.
Vgenc) is C-E. and the producer,
NBC TV, Hurhank. Cal.
Ucoa had I! awards, including lour
"bests. \n Alcoa series. "Qualities
of Aluminum " was voted both the
best series I regardless of product)
and the best Mack and white cinema-
tography. The same series was "also
cited' I but not first I in these other
categories: best copy, best musical
scoring, best editing. The series was
prepared b\ Fuller & Smith & Ross,
Pittsburgh. Production compam was
On Films. Princeton. \. .J., and New
( Please turn to page V) I
CIGARS & Cigarettes winner is Winston 'Match Folder' Commercial,
R.J. Reynolds. Agency: Wm. Esty, N.Y. Producer: Pelican Films, N.Y.
BANK category's top commercial is Bank of America's "Bankameri-
card No. I." Agency: Johnson & Lewis, S.F. Producer: FilmFair, Hywd.
v fff__ITTl
Winston
m r>» CIOARKTTSI
riNKH riLTKR
TO* riNEH FLAVOR
30
M>(i\>n|;
7 \m 1962
Award-winning commercials voted 'best in product category'
CATEGORY
PRODUCT
ADVERTISER
AGENCY
PRODUCTION COMPANY
Series
Aluminum
Alcoa
F&S&R
On Film, Princeton, N. J.
Apparel
Sweaters
DuPont
BBDO
Elliot, Unger & Elliot, N.Y.
Appliances
Coffeemaker (Home)
G.E.
Maxon
Elektra Film Prod.
Appliances
Copier (Office)
Xerox
PKL
Elliot, Unger & Elliot, N.Y.
Automobiles
Corvair
Chevrolet
C-E
Woodburn & Walsh, CI. Gables
Auto Accessories
Autolite batteries
Electric Autolite
BBDO
Sarra
Baked Goods
Oreos
Nat'l. Biscuit
Mc-E
Morris Engle
Baking Mixes
Yellow cake
Pillsbury
Burnett
On Film, Princeton, N.J.
Banks
Bankamericard #1
Bank of America
Johnson & Lewis
FilmFair, H'wood
Beers, Wines
Piel's beer
Piel Bros.
Y&R
Columbia Screen Gems, H'wood
Cereals
Corn flakes
Kellogg
Burnett
MPO Videotronics, L.A.
Cigars, Cigarettes
Winston cigarettes
R. J. Reynolds
Esty
Pelican Films
Cleansers, Waxes
Windex
Drackett
Y&R
MPO Videotronics, N.Y.
Dairy & Margarines
Pie Crust
Amer. Dairy
C-M
Sarra
Coffee, Tea
Instant Maxwell House
Gen. Foods.
B&B
Television Graphics
Cosmetics, Toiletries
Nail polish, lipstick
Max Factor
Carson/Roberts
FilmFair, H'wood
Gasolines, Lubricants
Texaco
Texaco
B&B
Filmways, N.Y
Gift Items
Kodak film
Eastman Kodak
JWT
Filmways, N.Y.
Home Furnishings
Steel sinks
U.S. Steel
BBDO
On Film. Princeton, N.J.
Institutional
Workability
Alcoa
F&S&R
WFAA-TV, Dallas
Insurance
Allstate
Allstate
Burnett
Ferro, Mogubgub, & Schwartz, N.Y.
Laundry Soaps
Ivory Snow
P&G
B&B
On Film, Princeton, N.J.
Media
N.Y. Herald Tribune
N.Y. Herald Tribune
PKL
Videotape Prods., N.Y.
Metals, Materials
Alcoa Pilferproof Wine Caps
Alcoa
KM&G
Producing Artists, N.Y.
Packaged Foods (tie)
Chun King chow mein
Chun King
BBDO
Freberg, H'wood
Skippy peanut butter
Best Foods
GB&B
Quartet Films, H'wood
Paper Products
Scott (all)
Scott Paper
JWT
On Film, Princeton, N.J.
Pet Products
Sergeant's Flea, Tick Spray
Polk Miller
N.W. Ayer
Group Productions, Detroit
Pharmaceuticals
Band-aid
Johnson & Johnson
Y&R
On Films, Princeton, N.J.
Public Service
S. Cal. Cancer Center
FC&B
Cascade Pictures of Cal.
Soft Drinks
Pepsi-Cola
Pepsi-Cola
BBDO
Television, N.Y.
Toys
Horse
Mattel
Carson/Roberts
Lou Lilly Prod., N.Y.
Travel
Greyhound bus
Greyhound
Grey
WCD, N.Y.
Utilities
Telephone
AT&T
N.W. Ayer
Pintoff Prods., N.Y.
_-,' I
SPONSOR
7 may 1962
31
POTPURRI of music format was scrapped by KTHT, Houston, with signing of Mars Broadcasting's new program service, Demand Radio, last
month. Here with John G. Johnson (I), chmn. of the board, Demand Radio 79 (formerly KTHT) is Stanley N. Kaplan, exec, v.p., Mars Bdcstg.
Part two of two parts
RADIO'S CHANGING SOUNDS
^ Radio formats, long under the image of top 40-ism, are once more in revolution;
a report on the new programing, and how and why stations are making the big switch
In the constant struggle to keep itchy-
fingered dial switchers from fractur-
ing rating scores, program formats in
radio stations everywhere are under-
going a bit of reshuffling. Last week,
in the first part of this two-part
story, SPONSOR related some of the
programing changes which took place
recently in the nations number one
market. Veto York. In the article
belotv, SPONSOR examines similar pro-
graming changes in stations in other
parts of the country.
■ ive weeks ago, fed up with its
programing format — a potpourri of
music, "everything but rock V roll"
— Houston's KTHT, scrapped its old
set-up and took on a new program-
ing service, Demand Radio. Even the
call letters were set aside and De-
mand Radio 79 (the station's dial
number) was adopted.
A creation of Mars Broadcasting,
Stamford, Conn., the service feeds
the station a 24-hour flow of smooth,
uninterrupted programing of music,
community features, public service.
The music involves the original ren-
ditions of the hits of all time; only
those records which sold millions of
copies.
Although the new service is costly,
public and advertiser reaction to De-
mand Radio 79 is summed up by the
station's vice president and general
manager, Charles W. Brunt: "De-
mand Radio is a winning combina-
tion of the right kind of music — with
the guess-work taken out — and im-
maculate production techniques."
Since everything except news re-
ports are pre-taped, the new program-
ing service, Brunt says, eliminates
the risk of unexpected "fluffs" and
presents instead a smooth, profes-
sional performance.
Material for community featur-
ettes and public service announce-
ments is dispatched to Mars Broad-
casting where it is taped by high-
32
SPONSOR
7 may 1962
priced talent not available with local
budgets. The result, says Brunt, is
that of a smooth-running operation
unmarred by slips and delivered by
top-notch performers.
Demand Radio did not mean a cut-
back in station personnel. As a mat-
ter of fact, says Brunt, the station is
expanding its staff to do a more
thorough job of researching and pre-
paring material for program features.
Although it is too early to weigh
the success of the new programing
concept via rating figures, sales fig-
ures show a gain. The first month
showed a 30% hike in sales over the
last month of its previous format.
New accounts, local and national,
have signed up with Demand Radio
79. Among them: Frizzell Pontiac,
Culligan soft water, Guardian Main-
tenance, Richardson Chevrolet, Gi-
braltar Savings, Weingarten's, James
Bute paints, GMC (Fisher Body), El-
jer Plumbing, Texas National Bank,
Vermont Maid syrup, Site Oil, Patty
General Tire, Busch Bavarian beer,
7-Up, and Gulf Oil, and several local
political candidates. Renewals in-
cluded Delta Airlines and Boyd Mul-
len Chevrolet.
Listener acceptance is measured by
mail which poured into the station
from adult listeners.
A total of $30,000 is currently be-
ing spent to acquaint the Houston
area with the new format. Although
the station complies with FCC regu-
lations for identification of a station's
call letters at least twice per hour,
the station prefers to be known as
Demand Radio 79. The name was
changed at the post office and every-
one urged to address them thus.
To accomplish this, the station en-
listed the aid of the following promo-
tions: saturation schedules on De-
mand Radio 79; $10,000 expendi-
ture in daily and weekly newspapers;
100% showing on 24-sheet bill-
boards; painted billboard spectacu-
lars; ad carts in Houston's top 50
supermarkets; prime time tv satura-
tion schedules; bus cards in all 418
Rapid Transit buses; trailers in 35 in-
door and outdoor movie theatres in
Houston; messages imprinted on
some two million Carnation milk car-
tons; and on-the-air promotions and
contests.
In Indianapolis, last year WFBM
decided to do away with its rock 'n'
roll format in favor of "better mu-
sic." Reports from the station indi-
cate that on the local level, the sales
picture is an extremely healthy one,
and ratings point out that the change-
over philosophy was sound.
"In two recent local rating sur-
veys," says a station spokesman,"
WFBM placed number one." WFBM's
new programing format, known as
"The Wonderful Sound of Music,"
features tunes familiar to listeners,
recorded by leading artists. The
bulk is album music. Some late sin-
gle releases are used if they fit into
the format.
Another station that recently
dropped rock 'n' roll is Albany, N. Y.,
station WROW. The "Beautiful Mu-
sic" format, reports the station's gen-
eral manager, Robert Peebles, has
received accolades from listeners and
advertisers.
Says Peebles, "in addition to im-
mediate increases in Hooper and
Pulse ratings, we received an unex-
pected bonus of more than 1,000
cards and letters from listeners
throughout our coverage area."
Just one month ago, Detroit radio
station CKLW, in an effort to at-
tract more adult listeners to night-
time radio, departed radically from
their usual top 40 fare and went
country-western from 7:30 p.m. to
midnight.
The reasoning behind the change-
over, according to a station spokes-
man : "Country-western enthusiasts
are mainly in the 35-to-40 age group
and of a higher income bracket.
Country-western music is considered
the folk music of America — the prime
reason for its popularity among the
intelligensia. In fact, some of its big-
gest fans are university professors."
For CKLW, this reasoning appar-
ently is paying off. According to re-
ports, after only one month of this
type of programing, the mail reac-
tion has been excellent and on the
agency level, sales have gained con-
siderably.
From an advertiser — Tommy Ed-
wards' Deejay Record Shop in Cleve-
land, Ohio — who ran three 10-sec-
ond spots starting at 7:30 p.m. for
one week, came enthusiastic reports
of some 212 requests for his catalog
in three days. A recent station pro-
Here's how a station promoted its new format
NO BETTER way to reach the masses than by subway, was reasoning behind Boston radio sta-
tion WNAC's subway poster campaign spotlighting new programing. Nine different two-sheet
posters were exposed to half a million people each day for a period of three months
SPONSOR
7 MAY 1962
33
motion brought 3,872 postcards dur-
ing a five-day period from listeners
requesting albums they would like to
hear played on the new country-west-
ern program.
While main radio stations manage
to wriggle out of their rock n' roll
garbs with success, a radio station
which prefers not to be identified is
experiencing an about-face. The
story is one of frustration. Here's
how the station manager tells it:
"'But you're a teenage station!'
said the timebuyer at a New York
agency when our rep salesman and I
asked why our station was not in-
cluded in the latest 'three-deep' buy
for one of his clients. ' Rut look at
the ratings, the cost-per-1,000. and.
even with a large teen factor, we de-
liver more adults than the number
three and number four stations com-
bined,' protested the rep salesman.
"With an average of better than
27% of the audience in Pulse and
around 36% in Hooper, we lost the
business. And it wasn't the first
time. A lesson learned, we took to
rotating audition tapes and airchecks
to prove we had an adult sound.
More albums were used, emphasis
was put on our news and public af-
fairs, and we used our most adult
voices in cutting these tapes the
agencies would hear as representa-
tive of our station. The device
worked some of the time, but not
always.
"But even with the business we
lost by being a 'formula' station,
we still enjoyed a good deal of na-
tional spot. We were informed, how-
ever, that this business was placed 'in
spite of the fact you are the teen-age
station.' Seeking a way to combat
what Madison Avenue calls a bad
image, we began an intensive study
lo determine if we should change our
programing. The reaction we got
from timebuyers, both locally and
nationally, indicated we should.
"Our one mistake was monumen-
tal. In our enthusiasm we forgot to
test the tenor of our own audience.
But we did talk with agency people.
Timebuyers tell you they do exten-
sive research on the markets they buy
for thir clients. And they tell you
they are looking for the adult audi-
ence. And thev tell vou thev are not
34
interested in the teenage market. Sev-
eral months ago we changed our top
-10 format to new and different pro-
graming. Shortly after our change.
one ul din competitors in this multi-
ple-station market changed to top 40.
"Result for us: disaster. Our rat-
ings went down. The top Id'- went
up. National spot business dropped
off more than 80' < . Even some of
our faithful local advertisers who
had been with us for years either cut
back or did not re-new. \nd what
were we programing? Just what the
agencies and timebuyers said they
wanted. First we joined the network
to get the prestige of net news cov-
erage and big name commentators.
We upgraded an already good local
news and sports department. We
added talk features and featurettc-.
We hired more adult-sounding an-
nouncers. And we changed the mu-
sic to pop standards.
"Our friend at the top 40 station
began to get the accounts that no
longer bought us. In fact, he got so
much he had to multiple-spot and
play competitive accounts almost
back-to-back.
'"What's our next move? Frankly
we'd love to continue with our pres-
ent programing. It sounds great!
And it fulfills all the high standards
of the NAB, the FCC, the agencies,
and dedicated broadcasters have been
talking about it for years. Rut we
cant go hungry. We do know we
can get the ratings again by switch-
ing back to top 40.
"On the other hand, we would go
back to arguing with timebuyers
about teenage image and rock 'n'
roll. We would lose any prestige we
may have gained and we would have
to swallow large chunks of pride.
Perhaps it is better to eat pride on
the half-shell than to eat nothing at
all."
In Roston. veteran radio station
WNAC. after years of trying first one
-t\le and then another, now is set-
tling down to a good working format.
From 1954 to 1969 WNAC stayed
with what is known as "Easy Listen-
ing." The station later switched to
"Radiant Radio — ' a top 40 with
"definite-beat music." After six or
eight months WNAC became a mid-
( Please turn to page 52)
SPOT TV
^ Billing up only 2.3%
TvB reports; Cash points to
liiiJi talent cost in part;
Wrigley gum the brand leader
^^pot television billings made the
slightest increase on record during
1961, it was revealed in Television
Bureau of Advertising estimates re-
leased toda\ I 7 May).
The figures, compiled b) N. C.
Rorabaugh Co., show $617,398,000 in
national and regional spot tv gross
time billings. This is an increase of
2.3% over the $603,294,000 billed in
I960. Increases in other years have
been: 7.6$ I I960), 18.3$ I 1059),
14% (19581. 12.')'; i 1957).
"One of the strongest influences,"
said Norman E. I Pete i Cash, TvR
president, in explaining the low in-
crease, "is talent costs for commer-
cials. No doubt, a few members of
the involved unions had substantial
incomes, but many more who might
have been employed regularh have
been priced out of work. Agencies
are reporting as much as a 50% in-
crease in talent charges due to high
residual costs which can only reduce
further the number of people em-
ployed in the making of television
commercials."
Wrigley chewing gum was the lead-
ing brand advertiser, with gross time
billings of $10,098,750. Other lead-
ing brands with billings of $5 million
or more were Wonder Rread. I $6,-
155.680; Coca Cola. $5,837,900; Kel-
logg drv cereals. $5,829,050: and
Maxwell' House coffee. $5,290,570.
Advertisers which spent more than
$20,000 on spot numbered 1.246 com-
pared with 1.285 in 1960, a drop of
39.
The major share of expenditures
was spent on minute announcements,
which received $475,072,000 or 77%
of the total. I.D.'s had billings of
865,530,000, or 10.6%, and pro-
grams. $76,796,000, or 12.4' - .
Food and grocery products were
the largest product classification with
billings of $170,988,000. followed by
SPONSOR
7 may 1962
' 1961 GAIN LOWEST ON RECORD
cosmetics and toiletries at $59,803,-
000; ale, beer and wine at $52,667,-
000 and household laundrv products
at $48,185,000.
Largest advertiser in the medium
was Procter & Gamble, $56,704,290.
Lever Brothers at $18,976,870, Gen-
eral Foods at $17,856,170 and Col-
gate-Palmolive at $14,989,170 were
among the other leaders.
In spending by product categories,
17 of 32 groups were down in ex-
penditures from the year 1960. while
14 of them were up.
The most notable gain was made
■H
Top 100 national and regional spot tv advertisers— 1961
Advertiser Expenditure Advertiser Expenditure Advertiser
1.
Procter & Gamble
$56,704,290
2.
Lever Brothers
18,976,870
3.
General Foods
17,856,170
4.
Colgate-Palmolive
14,989,170
5.
Coca-Cola/Bottlers
10,745,140
6.
William Wrigley
10,098,750
7.
Bristol-Myers
9,586,450
8.
Standard Brands
8,752,320
9.
American Home Products
8,713,090
10.
Continental Baking
8,535,930
11.
P. Lorillard
8,003,050
12.
Miles Laboratories
7,636,790
13.
Philip Morris
6,374,160
14.
Corn Products
6,126,570
15.
Kellogg
5,978,780
16.
International Latex
5,323,280
17.
Alberto-Culver
5,150,090
18.
Gillette
5,062,430
19.
J. A. Folger
4,735,150
20.
Nestle Co.
4,718,820
21.
Lestoil Products
4,662,670
22.
Avon Products
4,540,460
23.
Anheuser-Busch
4,535,130
24.
Pepsi-Cola/Bottlers
4,336,350
25.
General Mills
4,272,080
26.
American Tobacco
4,237,670
27.
Warner-Lambert
4,183,090
28.
Hunt Foods
4,166,380
29.
Carter Products
3,872,170
30.
Food Manufacturers
3,682,270
31.
Pabst Brewing
3,508,490
32.
Brown & Williamson
3,464,840
33.
Sour
Campbell Soup
ce: TvB-Rorabaugti
3,366,570
34.
Jos. Schlitz Brewing
3,353,160
35.
Ford Motor Co., Dealers
3,329,700
36.
Canadian Breweries
3,216,180
37.
General Motors Dealers
3,165,920
38.
Sterling Drug
3,008,580
39.
Carnation
2,979,480
40.
Welch Grape Juice
2,930,970
41.
Humble Oil
2,884,190
42.
Simoniz
2,846,360
43.
Liggett & Myers
2,845,350
44.
Pharmacraft
2,767,730
45.
Quaker Oats
2,754,440
46.
United Vintners
2,731,060
47.
U.S. Borax & Chemical
2,603,750
48.
Richardson-Merrell
2,594,400
49.
Falstaff Brewing
2,555,760
50.
American Chicle
2,549,530
51.
Hills Bros. Coffee
2,543,510
52.
Andrew Jergens
2,540,400
53.
R. J. Reynolds
2,299,740
54.
E. & J. Gallo Winery
2,195,310
55.
American Oil
2,134,330
56.
Phillips Petroleum
2,064,900
57.
Theo. Hamm Brewing
2,058,460
58.
Pillsbury
2,049,150
59.
North American Phillips
2,045,830
60.
Norwich Pharmacal
2,001,210
61.
Scott Paper
1,971,020
62.
Ralston Purina
1,959,940
63.
Louis Marx
1,883,810
64.
Maybelline
1,866,060
65.
Deluxe Reading
1,841,780
66. Helene Curtis
1,763,010 100. Pet Milk
Expenditure
67.
Pacific Tel. & Tel.
1,757,550
68.
Vic Tanny Enterprises
1,732,070
69.
Atlantic Refining
1,712,290
70.
C. Schmidt & Sons
1,669,820
71.
Sun Oil
1,646,550
72.
Wander
1,599,690
73.
Ward Baking
1,589,370
74.
A&P
1,585,970
75.
John Morrell
1,583,220
76.
Beech-Nut Life Savers
1,572,580
77.
Golden Press
1,539,140
78.
National Biscuit
1,529,570
79.
J. Nelson Prewitt
1,526,880
80.
General Electric
1,503,080
81.
Consolidated Cigar
1,484,540
82,
Coffee Growers of Col.
1,465,180
83.
Schaefer Brewing
1,450,440
84.
Greyhound
1,444,240
85.
Standard Oil (Cal.)
1,440,660
86.
Pearl Brewing
1,410,920
87.
Piel
1,409,790
88.
National Dairy Products
1,406,960
89.
Swift
1,403,740
90.
Helena Rubinstein
1,393,650
91.
M. J. B.
1,388,180
92.
Chrysler Dealers
1,356,680
93.
General Motors
1,355,560
94.
Safeway Stores
1,354,630
95.
Chesebrough-Pond
1,353,090
96.
Pan-Amer. Coffee Bureau
1,340,930
97.
Liebmann Breweries
1,326,700
98.
Plough
1,318,910
99.
Ex-Lax
1,310,020
1,305,910
SPONSOR
7 may 1962
35
In the sporting goods, bicycles and
toys category, which nearly doubled
ii- spending in L961, adding $5,420,-
000 to its spot t\ expenditures. Toys
alone spent $10,805,000 last year ac-
counting for the greatest increase
m ithin this categor) .
Other categories \\ ith gains in
1961 : Me. heer and wine, up $3,889,-
000; Confections and soft drinks, up
$5,235,000; cosmetics and toiletries,
up S3.180.000: Dental products, up
$5,430,000: foods, up $5,800,000;
household laundry- products, up $3,-
277.000; household paper products,
up $1,054,000; and transportation
and travel, up $722,000. (For 1961
figures, see chart below.)
Automotive registered the most
significant drop in spot tv expendi-
tures last year. This category de-
creased its expenditures $5,222,000
from the 1960 figure, $22,276,000.
Losses were shown in these other
categories: Tobacco products and
supplies, oil S')p).()()0: \^i iculture.
down $651,000; clothing, furnishings,
off s.!.. ',07.1100: ,1,-ugs. down $2,550.-
000; gasoline, lubricants, down. S2.-
502.000: household cleansers, off $7,-
770.000; household appliances, down
$1,999,000; household furnishings,
down $722,000; and watches, jewelry,
cameras, down $1,694,000.
\inong advertisers, Lever Bros,
moved into second place, replacing
General Foods, which moved down
to third. Lever increased its spot ex-
penditures $2,441,870 over 1960;
General Foods spot billings dropped
by $684,000 during the same period.
(For 1961 figures, see chart, previous
page.)
Colgate-Palmolive remained in
fourth spot, in spite of an increase
of $3,570,170 compared with 1960.
Bristol-Myers dropped from fifth
place in 1960 to seventh in 61, with
a $582,550 decrease in spot outlays.
Among the more spectacular jumps
in expenditures yvas the case of Coca-
Cola and its bottlers, which more than
doubled I960 expenditures, increas-
ing h\ s5. 01 1.750 to take fifth place
hehind Colgate-Palmolive. Pepsi-Cola
added $1,217,350 to its spot tv ex-
penditures in 1961, actually surpass-
ing Cokes 1960 spending, hut still
some $5 million behind in 1961.
Alberto-Culver sprang into posi-
tion as the top advertiser in the cos-
metic, toiletries field, more than dou-
bling its expenditures with a $3,908,-
000 gain over 1960 to move into 17th
position. By contrast, Avon advanced
b> only $500,000. Revlon did not
appear in the top 100 advertisers.
In tobaccos, Philip Morris moved
into second place behind P. Lorillard
which led in both years in this field.
Philip Morris added $1,977,570 to its
billings in spot during 1961. Brown
& Williamson registered a sizable
drop in spending of $4,321,160 dur-
ing 1961.
Illlllllll
How much was spent in spot by product categories— 1961
Classified
Expenditures Classified
Expenditures
1
Agriculture
$ 1,191,000
Ale, beer & wine
52,667,000
Amusements, entertainment
1,722,000
Automotive
17,054,000
Building material
2,081.000
Clothing, furnishings
10,107,000
Confections & soft drinks
39,083,000
Consumer services
18,702,000
Cosmetrics & toiletries
59,803,000
Dental products
16,868,000
Drug products
44,143,000
Food & grocery products
170,988,000
Garden supplies & equipment
787,000
Gasoline & lubricants
21,746,000
Hotel, resorts, restaurants
490,000
Household cleaners
Source: T\H Rorabaugh
23,804,000
Household appliances
4,756,000
Household furnishings
2,027,000
Household laundry products
48,185,000
Household paper products
7,217,000
Household, general
6,073,000
Notions
105,000
Pet products
8,166,000
Publications
3,082,000
Sporting goods, bicycles, toys
10,979,000
Stationery, office equipment
680,000
Tv, radio, phonographs
707,000
Tobacco products & supplies
29,737,000
Transportation, travel
4,873,000
Watches, jewelry, cameras
2,732,000
Miscellaneous
6,843,000
TOTAL
$617,398,000
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
36
SPONSOR
7 may 1962
New CASITE Display Rack
FREE with 28 Can Purchase
Put this profit- producing
merchandiser to work for you
...to get more sales!
DOUBLING of sales figures for Casite after year of sponsorship of Paul Harvey News on ABC Radio, led to sponsorship renewal, says Hastings
ad mgr. Marsh H. Cook shown standing (I) with Paul Harvey and wife. Point of purchase such as display rack (r) was offered dealers
RADIO DOUBLES CASITE SALES
^ Radio net proves eye-opener for longtime trade
paper advertiser specializing in automotive equipment
^ Success of initial 13-week trial campaign leads to
52-week full time sponsorship for Casite additive maker
W
hen it comes to putting across
effectively the merits of nuts and bolts
items, network radio is proving a con-
vincing factor. This was pointed up
with considerable force earlv this
spring when Hastings Manufactur-
ing, maker of automotive replace-
ment parts, shelled out nearly a
quarter-million dollars and signed up
for its third consecutive year on ABC
Radio.
A comparative newcomer to air
media, the Hastings, Mich., manufac-
turer first tried radio in the spring of
1960 with co-sponsorship — on a 13-
weeks trial basis — of ABC's Paul
Harvey News. Prior to that time, ads
in the Saturday Evening Post and
various trade publications gave the
Hastings its only means of consumer
and dealer exposure.
The results of the first attempt to
peddle wares via the radio route — re-
sults which provided the basis for a
continued and full sponsorship of
Paul Harvey News on a 52-week
schedule — were outstanding. Accord-
ing to Hastings' ad manager, Marsh
H. Cook, "The 1961 sales were al-
most double 1960 sales, and sales for
the first quarter of 1962 are more
than a third greater than the similar
period in 1961."
The continuing fast rate of growth,
according to Cook, is directly at-
tributable to the radio campaign.
SPONSOR
7 may 1962
"While new products also influenced
last years' sales picture, we feel that
Paul Harvey airing Casite messages
daily on ABC Radio was a substantial
factor in our 1961 success story."
A daily, Monday through Friday,
five-minute capsule report, Paul Har-
vey News is heard over 270 stations
in 48 states. Broadcast time (E.D.T.)
is 6 p.m.
Although Hastings manufacturers
a number of automotive replacement
parts — piston rings, oil filter cart-
ridges, spark plugs, service tools —
the radio advertising features the
company's Casite additives.
Since 1940, Casite has been a na-
tionally advertised "tune-up in a can"
sold at automotive wholesalers.. Until
recent years, Casite was a singular
product. Now the name covers a fami-
ly of six under-the-hood chemicals to
cure minor engine ills.
Company enthusiasm for the Paul
Harvey delivery runs high. Reports
ad manager Cook: "Paul Harvey's
(Please turn to page 52)
37
MEDIA MEN (l-r) Martin Herbst, Sam Vitt of DCS&S see Daytona, Fla., Standard-Triumph dealer David Ruggles in "advance market" study
Part two of two parts
DCS&S' NEW BUYING CONCEPT
Metro rankings with findings differ
Market
Metro
area rank
Television
area rank
DCS&S
"advanced"
rank
Hartford
New Haven
Springfield
341
39
53 J
13
11
Seattle
Tacoma
19/
79 j
19
16
Baltimore
12
21
20
New Orleans
27
38
36
Norfolk
Newport News
48)
115 \
43
34
Greensboro
Winston-Salem
107 1
132 \
46
39
Orlando
Daytona Beach
79]
185 \
76
41
Rankings of DCS&S ma) give Sot folk-Newport News, Greensboro-Winston-
Salem, or Orlando-Daytona same relative importance oi a *\eic Orleans market
.iiiiiii;;;
^ Agency picks "advanced"
markets based on major
changes in an area's living
pattern, population explosion
Las/ week, the Flying Task Force
team from Dohertr. Clifford. Steers
and Shen field, reported on the re-
sults of its own "Test Market" tour
through the IS orfolk-N ewport News,
Winston-Salem-Greensboro and Or-
lando-Daytona Beach market areas to
prove their new Mediamarketing con-
cept of selecting "advanced" markets
via criteria developed through their
own research methods.
In this article Sam Vitt, vice presi-
dent in charge of media and Martin
Herbst, research diretcor, elaborate
on the research and statistical data
they compiled which supports their
"advanced" market theory in the
three areas covered and shows its
application to other areas in the U.S.
38
SPONSOR
7 may 1962
The 10 states DCS&S estimates will have the largest growth
1960
1966
1971
1976
Rank
State
Population
(000)
Index
Population
(000)
Index
Population
(000)
Index
Population
(000)
Index
1.
California
16,109
100
19,349
120
23,246
144
27,929
173
2.
Texas
9,579
100
10,578
110
11,548
120
12,638
131
3.
Ohio
9,706
100
10,850
112
11,742
121
12,635
130
4.
Michigan
7,823
100
8,580
109
9,329
119
10,162
129
5.
Florida
5,075
100
6,109
120
7,147
141
8,185
161
6.
Indiana
4,662
100
5,298
113
5,738
123
6,178
133
7.
Washington
2,924
100
3,240
111
3,602
123
3,999
138
8.
South Carolina
2,382
100
2,686
113
2,894
121
3,102
130
9.
Colorado
1,753
100
1,912
112
2,108
120
2,327
132
10.
New Mexico
951
100
1,157
122
1,387
146
1,632
172
A CONTINUING, long-term look at population growth is taken by DCS&S. Here is its positioning of the states which it expects will
have above average population increases. California will attain No. I position by 1971 and have a total of 28 million by 1976,
which will be 76% greater than the I960 census figure. Florida is the only other large state with this level of anticipated growth
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitfiiiiiiffl iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiii!
lediamarketing is a term being
heard with increasing frequency
around the offices of DCS&S. What
it means is a new concept in plan-
ning and buying media and markets.
What it may mean to the industry is
a new answer to that old question:
how can advertising dollars be
stretched to maximum competitive
effectiveness in the face of continual-
ly rising costs and lower profit mar-
gins?
Stated in its simplest terms, the
DCS&S Mediamarketing concept is:
make your marketing and. subse-
quently, your media decisions on the
basis of what a market's situation ac-
tually is rather than on the basis of
what it may be reported to be. If the
DCS&S concept is accurate, it could
have tremendous implications, par-
ticularly to national spot television
advertisers. Another way of ap-
proaching the concept is to view it
as a recognition of three important
marketing elements which have been
developing within the United States
during the past several vears. Those
elements are 1) population explosion,
2) tv's marketing concept, and 3)
interurbia. A consideration of these
elements form the basic premise from
which the concept initially evolved.
Population explosion : This is prob-
ably the most well-heralded fact of
our decade. Economists have been
fascinated with the potential of this
force and, as a result, it has been a
key consideration in evolving the
"Soaring Sixties" label. But what
does it mean, in particular, to the
marketing man? It means a tremen-
dous potential brimming with oppor-
tunities if you look at the census
projections over the next five. 10. and
15-year periods. Its real significance,
however, doesnt emerge until the
projected growth is examined state by
state and city by city rather than
from a purely national view. (See
chart, p. 37 .) When this is done,
areas of greater potential immediate-
ly appeal with graphic clearness. And
when the projected growth for these
areas is translated from a five-year
period into average daily population
increases, the situation becomes far
more than just an academic future to
most marketing men.
Tv's marketing concept: Against
SPONSOR
7 may 1962
the background of population explo-
sion the television marketing concept
takes on even greater significance.
In simple terms this concept states
that an advertiser's television view-
ing area automatically becomes his
most efficient marketing area. The
result is that those advertisers who
subscribe to this concept (brewers
being among the leading exponents)
have realigned their sales organiza-
tions to concentrate primarily on
selling the television pattern area in-
stead of their previous state, county,
etc.. sales designated areas. Related
to the DCS&S Mediamarketing con-
cept this means a re-evaluation of
marketing areas for a new ranking
alignment based upon the population
within effective viewing distance of
the markets* television signals.
Interurbia: Interurbia is the mov-
ing together of two or more market-
ing areas to form one large market-
ing area. The creation of interurbian
areas seems to be gaining; momentum
under the influence of three kev fac-
tors. First, of course, is population
explosion, with people needing and
(Please turn to page 53)
39
Hartford, Conn.
Phillip Zoppi I Adam Young, Inc.
General Manager I Nat'l Rep.
A TELE-BROADCASTERS STATION
40
Media peopl
what they are doii
and sayii
TIMEBUYER'S
CORNER
Warren Bahr has been appointed a senior media director at
Y&R, in charge of development of creative media planning . . .
Marjorie Redpath has been made media director of Magna, Ltd.,
Los Angeles. She was formerly with Kenyon & Eckhardt . . .
Thoren Schroeck left Gardner Adv., St. Louis, where he was a
buyer, to join KMOX, sales . . . Ed O'Shea named media director
at Gaynor & Ducas. Previously, he was media and market re-
search director at T. N. Palmer & Co. . . . Hugh Cohn has been
placed in charge of all tv programing at Lawrence C. Gumbinner.
DISCUSSINGthegood music/news format his station adopted, Herb Weber (I) of WHN,
N.Y., dines with BBDO's veteran buyer Hope Martinez at Vincent & Neal's Due Mondi
At a luncheon last week, Philip Leopold of WABC, New York City,
told Boh O'Connell of D'Arcy that he'd run out of gas while driving with
his wife on a remote upstate road. The last gas station he remembered
seeing was at least 10 miles back and he started walking. His wife called
after him. "Don't forget to look for a gas station which gives plaid
stamps."
When Martin Herbst of DCS&S lunched with Charles Rogers
of WESH-TV, Orlando-Daytona Beach, Fla., Rogers extolled the
virtues of Florida. "The weather," he told Herbst, "is the same
throughout the year."
"That must pose a problem," Herbst joshed. "How do you
start a conversation?"
{Please turn to page 42)
M'ONSOH
7 may 1962
New, by design,
and what's more
under the new leadership of Met-
ropolitan Broadcasting Television,
KMBC-TV now reaches more Kansas
City homes than ever before ! Now,
six months later* more people turn
to KMBC-TV than to any other sta-
tion. Furthermore, effective May 1,
KMBC-TV joins the dynamic family
of television and radio properties
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METRO BROADCAST SALES
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41
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42
TIMEBUYER'S
CORNER
(Continued trom pain- 4C
Howard Webb of the Ralph Allium Co. is not a man to waste the oppor-
tunity to learn something new. \t a part) he was introduced to a Dr.
Bailsman and asked. "Doctor, what therapx do you recommend for the had
sinus attack I had this year?" Dr. Hallsman explained that he was .i
doctor of economics, not a medical man.
"In that case.'" Webb said, "do \ou think I should buv more General
Motors stock?'"
VISITING New York, Alan Henry (I), general mgr. of KWK, St. Louis, lunched with
(l-r) Tom Woods of H-R Reps and Jack Fennell, Wm. Esty buyer, at Mike Manuche's
Harry Wismer, owner of the N. Y. Titans football team and
WKCW, Warrenton, Va., is a gourmet of the first order. When
he dined with Conrad Roth of North Advertising, Wismer de-
scribed exotic and unusual foods he's had around the world.
Roth was unimpressed and then mentioned unique dishes he's
eaten. "Tm sure," he said, ""your palate has never savored the
exquisite delicacies of Southern Fried Baloney, or sweet and sour
Sweet and Sour, or Egg Foo Parmigiania."
Man Shapiro of B13DO believes a child should be taught by example.
He wrote the school teacher about his son. "If he's a bad boy, don't slap
him. Slap the boy next to him. He'll get the idea."
When Jack Fennell of Win. Esty lunched with Alan Henry of
KWK. St. Louis, ami Tom Wood of H-R. he talked aboul the
house he bought in Sea Girt, N. J., last year. "It's one of those
quiet towns and they'll do anything to keep it that way,*' he
said. "Even the Fire Department has an unlisted number.''" ^
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7 may 1962
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AMPLE
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Currently drawing a bigger share of audience than all these
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43
FORD
[Continued from page 27)
Ford dealers joining with the NFL,
local recreation groups, high schools.
,\ MCAs. etc.. to engage boys from
six to 12 in punting, passing and
kicking competitions, with profes-
sional players, in many cases, serv-
ing a- judges or instructors. Win-
ners and their dads were Ford's
guests at the Green Bay-Giants
championship game at season's end.
That football is the major invest-
ment of the Ford sports schedule is
not by accident. Company and agen-
cy research had alreadv shown pro-
fessional football to be the fastest-
growing sport in the country, and
when college football proved the sec-
ond fastest szrowing. not only in at-
tendance and interest but in television
audience, the addition of NCAA
games to NFL games became the
main justification for the increased
budget.
"Not to mention," says Barrv
Frank. JWT assistant group head,
"the added advantage of football
coming in the fall — when the new
car models are introduced."
To stay as well rounded in sports
activity as possible, however, Ford
reserves a number of eggs in its bas-
ket for Sunday Sports Spectacular,
which provides identification with
hockey, fishing and hunting, basket-
ball, etc., and what it likes to term
"sports in depth" — coverage of such
activities as the Air Force Academy
athletic program and the Harlem
Globe Trotters.
Company and agency officials hast-
en to point out, too. that although
the major broadcasting investment
for the coming season is in sports, it
doesn't represent the total investment.
Ford has renewed this year's highly-
rated Hazel series on NBC TV and is
presently seeking an alternate week
half-hour in drama or comedy to re-
place its dropped segments of Wagon
Train. Concentration this summer
will be on an eight-week replacement
series for Hazel, a live personality
program with a direct tie-in to the
current "Lively Ones" campaign —
and titled, not without planning, The
Lively Ones. But while "sports buys
are distinctly made in light of our
other purchases" — as Buchanan em-
phasizes— the gleam in the eye of
both company and agency media men
is obviously put there by the former.
Televised sports has come a long
way since that sunny afternoon of
17 May. 1939. 23 years ago this
month, when NBC technicians mount-
ed an iconoscope camera on a 12-
foot-high wooden platform behind
third base at Baker Field in New
York City, adjusted pick-up micro-
phones on the sidelines, and proceed-
ed to make the first tv presentation of
a sports event in the United States.
Carried live over NBC's experimental
station W2XBS, the college baseball
game between Columbia and Prince-
ton was seen by an estimated 5,000
New York area viewers. On Sun-
day. 4 October, 1959 — 20 years later
— more than 50 million people saw
the Los Angeles Dodgers defeat the
Chicago White Sox in a World Series
game — a telecast, incidentally, which
racked up the largest viewing audi-
ence for any tv sportscast before or
since. Between the two events, tv
had grown up and sports become a
television staple.
During the 1961-'62 season, CBS
TV and NBC TV each will have
scheduled some 340 to 400 hours of
sports; ABC TV some 275 hours — -
more than 1.000 hours of network
sports, not to mention the hundreds
— thousands — of hours which indi-
vidual stations and regional networks
will have chalked up. Viewer popu-
larity of kinds of sports mav have
fluctuated through the years, but
sports in general — unlike the rise and
fall of western, comedy and mystery
empires — have not suffered from the
numbers game.
What are the numbers? Accord-
ing to A. C. Nielsen Co., the average
audience in all sports programs (net-
work) has declined from 10.4% in
1958 to 8.6% in 1961, or — in terms
of actual audience figures — from 4,-
420,000 in 1958, 4,356,000 in 1959
and 4.294.000 in 1960 in 4,033,000
in 1961. At the same time, share of
audience has decreased from 27% in
1958 to 26% in 1961. During eight
weeks of July-August, 1961, sports
programs occupied 11% of total net-
work time but only 8% of network
viewing time.
Considering this, how does one ac-
count for the phenomenal rise in
number of sports programs — and,
subsequently, the Ford bonanza?
With two clear-cut facts, say ob-
servers :
1. Average ratings, in the case of
sports, aren't giving the right dimen-
3.000
-r the
sion, since sports audiences are spe-
cific, not general. Golf and hockey
have much smaller audiences. sayJ
than professional football. The av-l
erage audience per NFL game last
year was 7.612,000. a 51. .V, share
—substantially above the 4.033.000
over-all sports audience figure fo
year.
2. Sponsorship of sports is se/ec
five and, as such, undertaken with
selective objectives in mind.
In this light, the Ford l»u\ is being
watched with more than casual inter-
est by other advertisers and agen-
cies, raising in their minds some im-
portant industry question-:
• Is the "mass" audience in re-
alitv a mvth?
• Are pinpointed audiences a \\a\e
of the future? ^
LABUNSKI
{Continued from page 29 I
news report," Mr. Chairman?
Do you mean that well-chosen
sound effects designed to interest and
attract the listener so offend you that
you call it "an insane symphony"?
Is it wrong for a broadcaster trying
to get his listeners to pay closer at-
tention to news broadcasts to use the
ordinary devices of showmanship on
the air?
Is "rip-snorting, inaccurate news"
the same as "rip and read"? Do vou
mean that the wire services transmit
"inaccurate news" and that station-.
by not editing it. are compounding
the felony?
Have mercy. Mr. Chairman: this
industry has enough stereotypes and
well-worn cliches as it is without hav-
ing you prolong their life. You are
a better phrase-maker than most
critics of popular media — at least try
to invent your own cliches.
What little good Mr. Minow finds
in radio he describes thus: "Some-
times a listener is treated to excep-
tionallv varied fare of well-prepared
newscasts, imaginative entertainment,
a drama, a children's program, en-
lightening commentary, breathtaking
variety."
Let us interpret this a bit. Out of
the items Mr. Minow names, two of
them point to variety as an absolute
virtue. The assumption here is that
every station must offer variety for
its own sake. While we agree that
every station is wise to vary its ap-
peals in order to improve its services
44
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7 may 1962
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and strengthen itself competitively,
the problem is not as simple as it nun
seem. The fact is that in mam major
cities variet) ahead) exists when you
lake the radio service as a whole. If
this is what the Chairman meant, he
didn't sa) so. Instead, he made
broadcasters recall the discussion of
some time ago ahout the need for
"program balance" on a station-per-
station basis. 1 hope this doesn't
mean that ever) station playing pop-
ular music must play some sym-
phonies because, in all fairness, it
will also mean that all stations play-
ing symphonies will have to schedule
some rhythm and hlues every now
and again. Or does "program bal-
ance" reall) work only one wa)
as an instrument to force FCC tastes
and preferences on the American peo-
ple? I don't know where Mr. Minow
heard a drama on radio, hut in case
he hadn't been told, drama is a hit
more exciting on television, and most
radio broadcasters recognized this a
long time ago. As for children's pro-
grams. 1 am all in favor of them, be-
ing associated with a company which
was one of the first to experiment
in this field, provided we find any
evidence that children can be attract-
ed to radio for this kind of fare. Tt
is certain!) worth thinking about.
children's programs
One word of caution here — pru-
dent radio broadcasters must not
confuse so-called "children's pro-
grams" with entertainment programs
which might appeal, among other
people, to teenagers. Anybody who
has programed music considered to
have such an appeal knows that this
is an unfashionable course to follow.
So perhaps Mr. Minow could be help-
ful bv suggesting a cut-off age — 11,
perhaps 12 — when "children's pro-
grams" fa worth-while project) be-
come "teenage" programs (a not-so-
worth-while project).
If radio broadcasters are in as
much trouble as Mr. Minow savs they
are. and if they now follow his im-
plied program suggestions and stay
awav from the things he apparent l\
doesn't like, they are almost guaran-
teed to have more trouble than be-
fore. You may consider it unfor-
tunate or not. but the American peo-
ple simply do not listen to a radio
station for program "categories"
which look good on paper in Wash-
ington, D. C. headquarters of the
FCC. The people who listen to radio
far more than Mr. Minow imagines
and probabl) for different reasons
have various choices, among which
is the ever-present one of being able
to turn their radios off completely.
Here and there Mr. Minow came
(lose to some important realizations.
He did sa\ '"Radio's function as a
news medium is of essential value to
this country. More people are apt to
hear of a major news event from
radio than from any other medium
of communication."
(This fact is hard to reconcile with
\lr. Minow s conception of low radio
usage, but let's be charitable and as-
sume that he has had his first brush
with ratings and that he may learn
to interpret them better in the fu-
ture.)
His only conclusion from this rec-
ognition of radio's unique ability to
disseminate news was that the radio
networks ought to be allowed to own
more radio stations than am other
licensees so that they would be better
able to stay in the news-gathering
business. Now Mr. Minow is a law-
yer and I am not. but it is incon-
ceivable to me that such a proposi-
tion could stand up in court when
it is patently discriminatory in treat-
ing one licensee differently from an-
other on such a basic matter as own-
ership limitation. This idea may even
be outside the jurisdiction of the
FCC. In effect. Mr. Minow is pro-
posing that the FCC bolster the radio
networks, which it does not regulate,
through the device of expanding their
ownership of stations, which the FCC
does regulate. Why not suggest that
newspapers be allowed to own more
radio stations? Many of them are
in deep financial trouble and some
profitable radio stations might keep
them in business as well. I am afraid
that Mr. Minow is a dreamer — he
hopes that by increasing the size of
the library reading room he is going
to get more people to read the right
books.
I must say truthfully that this sug-
gestion— while distressing in what it
reveals about Mr. Minow's thinking
— would be very attractive to our
company, the Straus Broadcasting
Group. We own and operate Radio
Press International, a voice news
service with over 100 station sub-
scribers on the North American con-
tinent. RIM furnishes the same kind
ol news to its independent subscrib-
er as the networks do to their affil-
iates. Despite the fact that RPI
would obviousl) be in line for a sub-
sidy under Mr. Minow's plan, we still
view it as a disci iminatoix proposal.
The most publicit) was given to
Mr. Minow's complaints about com-
mercials. He thought there were too
many. Hi^ suggestion was that every*
bod) join the NAB and follow the
Code. Governor LeRo\ Collins of
the NAB didn't let am grass grow
under his feet. He was quick to pro-
pose that advertisers in effect black-
list station- which do not subscribe
to the NAB Code.
another code
Does this mean that no station
which does not subscribe to the Code
has standards which are at lea-l as
good — or better? Vren't there any
competent doctors who don't belong
to the AM A? I don't know if any-
one has explained this to Mr. Minow,
but the NAB is only one of several
private industry organizations. \\ bile
industry organizations perforin cer-
tain useful functions whether in
broadcasting, medicine, or steel — we
seriously question whether among
these useful functions is pla\ ing the
role of arbiter of moral standards or
censor of programing content. The
NAB has already urged television
networks to allow them to pre-screen
upcoming programs, and from this
point it's but a short step to suggest-
ing something similar for radio sta-
tions. Mr. Minow keeps insisting
that he is opposed to FCC censor-
ship, yet he seems to be toying with
a form of unofficial censorship.
But as I said — I too am concerned
about commercials and the real prob-
lem of over-commercialization in ra-
dio. As a matter of fact, last Sun-
day I was listening to a radio station
which carried too many commercials,
and I wanted to twist the dial. Un-
fortunately. I had picked up the New
York Times that morning and had
sprained my wrist lifting its hun-
dreds of pages of ads off the front
steps — so I couldn't exercise the free
choice which all other listeners had
at that moment.
But to be serious again. I am keen-
1\ aware of the dangers of over-com-
mercialization in radio. The simple
solution seems to be to establish a
46
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7 may 1962
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of it! A front-row seat in a baking oven ! Right before your
mounds of dough puff up . .'. and up . . . into tender, golden
— lovely, luscious, ready-to-eat— all in brief seconds!
jgic? Yes, the magic of time-lapse photography — magic that
minutes into seconds — the magic that's film !
t that's only part of the story ! Only part of the reason why so
advertisers are using film. For film gives the optical effects
lust have . . . gives commercials — crisp, vivid, exciting— the way
UP.
you want them — and when!
What's more, film assures you the convenience, coverage and
penetration that today's total marketing requires. For more infor-
mation, write Motion Picture Film Department.
EASTMAN KODAK COMPANY, Rochester 4, N. Y.
East Coast Division, 342 Madison Avenue, New York 1 7, 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.
ADVERTISER: General Foods Corp. • AGENCY: Young & Rubicam Inc. • PRODUCER: MPO Videotronics
numerical limit on commercial units
and hope for the best — that the pro-
graming which carries this commer-
cial content will magically improve
with the change. A more positive
solution — albeit far more compli-
cated— might be to begin thinking
in terms of certain minimum pro-
gram standards: if a radio station
plays a certain amount of music in
order to entertain and to compete;
if a radio station schedules a certain
number of news broadcasts through-
out the day; if in addition a radio
station makes sure that communitv
needs are met on a regularly-sched-
uled, non-preemptible basis, the ma-
jor part of the commercial limitation
problem would take care of itself.
How. you might reasonably ask, can
we be assured that broadcasters will
develop such a broadcast philosophy
and maintain such operating prin-
ciples? Some broadcasters already
have such standards; others, under
pressure of increasing competition,
will sooner or later recognize the
need for them. Mr. Minow can add
his encouragement to this trend if he
will but first come to know and
understand the radio business as it
really is and talk to radio broad-
casters in radio terms. Only then
will he be in a position to exert the
kind of influence he would like to see
applied to the improvement of radio
broadcasting services everywhere.
This would be a perfectly proper role
for the Chairman of the FCC to play,
but he must first establish an under-
standing and a raport with broad-
casters which are now so obviously
lacking.
In discussing financial qualifica-
tions of marginal radio stations Mr.
Minow suggests that we are kidding
ourselves when we expect "a tiny am
station with a staff of a combo man
and the owner to serve as a commu-
nications medium serving the public
interest." He may be right, but I
reminded him that in 900 American
communities served by radio stations,
there is no daily newspaper service.
Maybe the radio station is all that
community has to keep in touch with
the rest of the world. Some of these
tiny am stations with a combo man
and the owner, struggling to survive
every new day, do an outstanding
job in serving their communities.
Their size may have little to do with
their ability to entertain, to inform,
to broadcast news, and to be the
watchdog in the community — expos-
ing the town's scandals, keeping
score on the promises of elected offi-
cials, and protecting the public from
isolation, ignorance, and darkness.
Docs Mi. Minow propose that we
obliterate small, struggling stations
and depend on the networks and
other industry giants to spread the
word? Is it the purpose of a regula-
tory agency to encourage monopoly,
permit mergers under which the
strong gobble up the weak, all the
while proclaiming undying dedica-
tion to private enterprise and the
need for varied, community-oriented
programing and news services?
community hearings
On the matter of community hear-
ings such as the ones recently held
in Chicago, Mr. Minow warned the
broadcasters that they had better pre-
pare themselves for more of the same.
He chided broadcasters for being
afraid to face their listeners and to
hear their comments and opinions.
Unfortunateb. he concluded this
portion of his talk with the follow-
ing admonition: "If some broad-
casters regard these citizens [church,
civic, business, educational, labor
and charitable leaders] as fanatics
and loud-mouths, if this is their
view of their audience. I suggest that
they may be in the wrong business."
Alas, Mr. Minow is confusing audi-
ence with spokesmen. The broad-
caster deals with his audience every
day in hundreds of ways. That is not
the issue. Broadcasters are under-
standably leery about being put on
the carpet bv special-interest groups
with their self-appointed and self-
righteous spokesmen who, often with-
out benefit of popular election or rec-
ognizable mandate, purport to speak
for audience groups. It is at best a
verv superficial view of life, as any
elected public will tell you. It is the
individual mail from home and bar-
becues back in the home district
which keeps a congressman in touch
with his constituency. He soon learns
not to pay too much attention to the
visiting delegations with petitions all
signed with similar handwriting.
At this stage in the speech the ra-
dio broadcasters must have felt that
they had had enough for one after-
noon, especially after the kind of
lunch you get in a big Chicago hotel
during a convention. But Mr. Mineral
fed them a little dessert. He referred
to his speech last fall before the Ra-
dio and Television Executives Society
in New York, in which he had urged
television broadcasters to sit and
watch their stations for 24 hours as
a test of their endurance and in order
to cause them to revolt against the
programing which thev were fur-
nishing the American people. Mr.
Minow had further suggested to
broadcasters on that occasion that
they break out of the enslavement of
ratings and try their own privati
tastes for a change.
To suggest seriously that broad-
casters impose their private tastes on
the American people is a prime ex-
ample of the abuse of any mass me-
dium. A mass medium doesn't exist
for the entertainment of the station
operator and his family. It exist9
and is licensed as a public commu-
nications vehicle. How on the one
hand you can argue for knowing and
serving the tastes, needs, and inter-
ests of your listening area and on the
other hand propose that you abandon
these efforts and make your radio or
television station a mirror of your
private notions, is beyond compre-
hension.
Nobody would reasonably argue
that popular taste alone is the stand-
ard for all programs on radio and
television. Every responsible broad-
caster recognizes that he has an af-
firmative duty to trv to broaden
tastes and expose people to new: ideas
— and. in so doing, to seek and weigh
the views and opinions of community
leaders and representative individ-
uals. In evaluating such views and
opinions, however, he must recognize
two important considerations. One
is that popular tastes will not change
at the wave of a magic wand. They
change slowly. You can keep moving
the train forward and urge citizens
to jump aboard, but you can't drive
it so fast that only a few manage to
get on. Having said this, let me add
that the realities of popular taste do
not absolve broadcasters from exer-
cising leadership, and this is the
second consideration. From time to
time we must move ahead of our lis-
teners— as effective political leaders
must move ahead of the electorate —
even though it might be easier in
either case to let the public govern
the pace and to be content merely to
48
SPONSOR
7 may 1962
'eferre
I up
ii an
no! i
10
M
*l l|
reflect existing tastes or preferences.
I),p n Those who kid themselves about pop-
llar taste are destined for the bone-
pard — those who use popular taste
is a permanent excuse never to pio-
leer, never to experiment, and never
to progress are not filling their re-
sponsibilities as licensees.
You must admit that this is a more
complicated approach than doing
what Mr. Minow suggests — limiting
commercials, programing to your
own tastes and assuming the public
will respond.
The problem of popular taste and
broadcasters" leadership is one that
we live with every day. You must
know and understand popular taste,
and you must recognize it as a force
which, as a practical matter, governs
the speed with which you can change
or "uplift" people's standards.
It seems as though there is going
to be some "shirtsleeve session" in-
volving representative broadcasters
and the FCC. I don't know who is
going to attend, but I do know that
some broadcasters who might really
contribute something may not attend
until Newton Minow starts to talk
their language a little better than he
has to date. Mr. Minow has been
Chairman of the FCC long enough
to have acquired some knowledge of
the radio business, but sadly, he has
learned very little and. if anything,
his initial innocence has been con-
taminated by a few questionable facts
which have led him to numerous im-
probable conclusions. I have a ter-
rible feeling that I am on an airplane
and Mr. Minow is the pilot. I see
him walking up the aisle carrying a
book under his arm with the title,
"How to Flv in Ten Easy Lessons."
The book looks as though it hasn't
been opened. I wish us all a happv
landing. ^
e on'
gad
inda
lin g
arSL
TV COMMERCIALS
(Continued from page 30)
York.
Two other Alcoa commercials won
first-place awards. In product cate-
gories, the company's "Pilfer Proof
Wine Caps" commercial was named
best-in metals and materials. Agency
is Ketchum, MacLeod & Grove, Pitts-
burgh; producer, Producting Artists,
New York. Another was named best
institutional commercial. Entitled
"Workability." it was produced foi
F&S&R by On Films.
Several trends in commercials were
observed by Wallace A. Ross, direc-
tor of the festival. Among them :
• Commercials in the proprietary-
drug field are on the upgrade, evi-
denced particularly by efforts in be-
half of Bufferin, Coldene, and John-
son & Johnson.
• The trend toward "realism,"
i.e., the documentary approach, is in-
tensified. In every category there was
at least one entry using this tech-
nique.
• The use of extreme close-up pho-
tography of products is increasing,
while the use of talent is declining.
• Graphics in commercials is
reaching new peaks with art titles
and high-style animation.
• Music is getting more attention.
• Pitchmen are down in numbers.
• Color commercials are on the
increase.
These and other commercial de-
velopments were noted in an eight-
minute film shown before the awards
were made at a luncheon in the
Waldorf-Astoria 4 May. The film,
I Please turn to page 52 I
| COMING UP S00N!-
(1 WWUP-TV
Sault Ste. Marie, Michigan and Ontario
A WWTY SATELLITE
0s
^
V
4?
' SAULT STE._ MARIE
CAOILUC
which will help bring you
this BILLION DOLLAR
RETAIL MARKET!
WWUP-TV (Channel 10, Sault Ste. Marie)
will go on the air this summer, as a complete
satellite of WWTV in the Upper Peninsula
of Michigan.
With 101,000 watts video, 50,500 watts
audio, and antenna 1,214 feet above average
terrain, WWUP-TV will add 55,900 house-
holds ($235,382,000 in retail sales) to
WWTV's present 188,100 households and
$761,129,000 in retail sales.
Thus again, WWTV greatly increases its
**• leadership as one of the top television values
in America. Ask Avery- Knodel!
SPONSOR
MAY 1962
49
^d^
1st... in Common it q Life
1st... in Overall Ratinqs
1st.. .in Sell .
1st.. .in Adult Listening
RADIO 132
Allentown -Bethlehem - Easfcon
5000 WATTS. No. 1 latest Hooper and
Pulse. Lowest cost per thousand-audi-
ence in vast Lehigh Valley growth
market. First with Blue Chip advertisers.
RADIO 138
Tampa - St/Fetersburqfla
5000 WATTS. No. 1 January-Februory
1962 Hooper . . double of all other
area stations. Lowest cost per thousand
audience ... in fast growing Tompa-
St. Petersburg market.
T
RADIO ez
BecWeq - W. Virqir\ifc
1000 WATTS. No. 1 Hooper and Pulse
surveys, serving 9 big counties in heart
of West Virginia. Lowest cost per thou-
sand audience . . . featuring great
personalities.
RADIO I I I
Philadelphia. Area.
500 WATTS. No. 1 latest Hooper sur-
vey report, covering large Philadelphia
and Norristown market . . . where bulk
of consumers live and buy. Lowest
cost per thousand audience.
7Z7I
RADIO I 21
Jacksonville -f lorida,
1000 WATTS. Rahall Radio's newest
baby, with new eye-catching radio
format. Climbing daily in ratings. Get
the facts on low-cost coverage in
greater Jacksonville market.
RAHALL RADIO GROUP
N. Joe Rahall, President
Represented nationally by:
ADAM YOUNG, New York
Philadelphia Representative:
Paul O'Brien,
1713 Spruce St., Philo., Pa.
Commercial commentary (Com. from p. 16;
\\ e saw evidence <>! these dilemmas in the recent J. F. Kenned
Roger Bloujdi hassle out a raise in I . S. Steel prices.
We've seen it repeatedly in conflicts between Newton Minow an
the more serious members of the broadcast industry.
We've seen it in the violent attacks on advertising l>\ Messrs. Ga
braith, Schlesinger, Packard, Toynbee el at, and in the outrage
reactions of advertising men to these attacks.
We've seen it in the feverish attempts at "image building" by
broadcasting, advertising land practical!) every other industry vou
can name l and we"\e seen it in the ardent "ask-what-you-can-do-for
your-country-isms" of some of the more hotheaded New Frontiers^
men.
\nd what startles me about both sides is that the harder they
shout and the louder they advocate, the less able they are to come
to grips with the real ethical and moral principles involved.
Business, on its part, clings to stale shop-worn phrases, or tries to
give economic answers to moral questions- an absurd process.
The so-called liberals, on the other hand, have become so hypno-
tized by the notion that Americanism is government-ism. that they
make no ethical sense whatever.
Xo wonder the public is confused!
Socrates spelled out the rules
Onlv a few months ago 1 had breakfast with a group of highly
respected broadcasters, Jack Harris of KPRC-TV. Houston, Louis
Read of WDSU-TV, New Orleans. Ed Wheeler of WWJ-TV and
The Detroit News, and Harold Grams of KSD-TV, St. Louis.
We were discussing public attitudes toward broadcasting and what
interested me most about the reactions of these extremely thought-
ful men was the need they felt to get beyond mere "public relations"
activity, and explore the ethical fundamentals of the problem.
Jack Harris, for example, thought that a long serious conference
in some remote place, between a small select group of broadcast! i s,
educators, business leaders and government officials, could do more
than anything else to determine standards and improve industry
performance.
Some such conference, or perhaps many such conferences are
needed in practically every phase and kind of business today.
Thev must be honest, vigorous, and outspoken, however, and they
cannot be unilateral.
Make no mistake about it — there arc \ery serious ethical and
philosophic differences between the two camps today. And these
differences are getting greater, the chasm wider, as each side spends
more and more time just talking to itself.
Direct, vigorous confrontation is needed, the more direct, the
more challenging, the better. For from it great good can result.
Socrates, himself, spelled out the ground rules, "The object of our
discussion is not that my words may pain triumph over yours nor
that yours may gain victory over mine, but that beta ecu us we nun
discover the perfect truth."
Onlv as far as we in business have the willingness and the ability
to engage in this sort of dialogue, can we hope for the "perfect
truth" to emerge about ourselves and our work. ^
50
SPO.N-OH
MAY 1962
School Drop Out, a grave threat to our nation's future. What can be done about it? ■ The ABC television
station in Los Angeles has determined that much can be done about it. in cooperation with the City
and County Schools, Channel 7 is spearheading a campaign to combat this serious loss to society. ■ |
Specially created films for high school use, prepared material for high school newspapers, recorded \
spots for radio, theatre trailers, and round the clock on-the-air TV promotion are but a few examples
of public appeals being made to teenagers and their parents ... another community service by KABC-TV.
Owned and operated by American Broad casting-Paramount Theatres, Ini
Represented nationally by ABC-TV National Station Sales, I n c
SPONSOR • 7 MAY 1962
51
TV COMMERCIALS
[Continued from jwge 49)
"Heartbeats of 1902." was prepared
under the auspices of the Film Pro-
ducer- \ — n. of New ^ ork 1>\ Gordon
Y\ ebber, v. p.. tv commercials, Benton
& Bowles; William Van Praag. Film
Producers Assn.: and John P. Cun-
ningham, chairman of the Tv Com-
mercials Council and chairman. Cun-
ningham & Walsh.
Following are the winners in cate-
gories not shown in the chart, page 31.
Descriptions follow this order: cate-
gory, product, company, agency, pro-
duction company.
Best local retail {lie) : 1. Oldsmo-
bile. Brady Oldsmobile. Minneapolis-
St. Paul: Bozell & Jacobs. Minne-
apolis: Studio One, Minneapolis. 2.
Watermelons: 7-Eleven Food Stores.
Dallas: Stanford Advertising. Dallas:
WFAA-TV. Dallas.
Best program openings and bill-
boards (tie) : 1. Walt Disney Show,
"Wonderful World of Color": East-
man Kodak: J. Walter Thompson:
Walt Disney. Hollywood. 2. The
Ford Show, "Peanuts . . . Dinner":
Falcon div.. Ford Motor: JWT; Play-
house Films. Hollywood.
Best 8-10 second I.D.'s: Culligan
Water Softener: Culligan. Inc.. North-
brook. 111.: Alex T. Franz. Chicago:
Dallas Williams Productions. Holly-
wood.
Best program cast commercial :
State Farm Insurance, Jack Benny
Show: Needham, Louis & Brorbv:
J&M Productions. Beverly Hills.
Following are categories in which
the winners were awarded special
citations.
Best, children's market: Arnold
Cookie Pops; Arnold Bakeries; Dona-
hue & Coe; MGM Telestudios. New
York.
Best, budget under $2,000: Occi-
dent flour: Russell Miller Milling:
John W. Forney, Minneapolis: Video-
tape Productions, New York.
Best videotape productions: Chev-
rolet "Anniversary Album Offer";
Chevrolet div.. General Motors;
Campbell-Ewald, Detroit; NBC-TV,
Burbank. Cal.
Best black and white cinematog-
raphy: "Qualities of Aluminum"
series: Alcoa; F&S&R. Pittsburgh;
On Film. Princeton; Cinematograph-
ers: Marcel Rebiere, Richard Miller.
Bert Spielvogel.
Best color cinematography: Cor-
vair "Swamp"; Chevrolet; Campbell-
Ewald; Woodburn & Walsh, Coral
Gables. Fla.. Cinematographer: Ham
Walsh.
Best animation design (tie): 1.
Autolite; Electric Autolite div., Ford
Motor; BBDO; Elektra. Art director.
Georg Olden I BBDO'l : animation de-
signer. Dolores Cannata. (Elektra).
2. Telephone; AT&T; N. W. tyer;
Pintoff. New York. Animation de-
signer and director. Ernest Pintoff.
Best special effects: Instant Max-
well House Coffee; General Foods:
Benton & Bowles; Television Graph-
ics, New York. Special effects camera
team: Bob Franz and Werner Kopp-
mann, Film Opticals.
Best editing: Post Grape Nut
Flakes: General Foods; Benton &
Bowles; On Film, Princeton. Editor,
Carlo Areamone.
Best direction: Areos; National
Biscuit Co.; McCann-Erickson; Mor-
ris Engel Productions, New York. Di-
rector, Morris Engel.
Best copy: Kodak film: Eastman
Kodak; JWT; Filmways.
Best demonstration : Corvair ; Chev-
rolet: Campbell-Ewald; Woodburn &
Walsh.
Best musical scoring: Chevrolet
"Road Signs" series; Chevrolet;
Campbell-Ewald; On Film.
Best original music and lyrics:
Scott Soft Weve; Scott Paper; JWT;
Ansel, New York. Music. Mitch Leigh,
Music Makers.
Best adapted music with lyrics:
Pepsi-Cola "Whoopee"; Pepsi-Cola;
BBDO; Televideo, New York, others.
Music director, Mitchell Ayers; lyr-
ics, Richard Mercer.
Best spokesman or woman: Edie
Adams for Muriel Cigars; Consoli-
dated Cigar; Lennen & Newell; MPO.
Hollywood and New York.
Art for money's sake: Stan Freberg
and staff, Freberg Ltd.. for Cheerios.
Chun King. Nytol, and TV Guide. ^
RADIO FORMATS
(Continued from page 34)
dle-of-the-road station. The announc-
ers programed their own music and
the station's format swiveled accord-
ing to the mood of the announcer on
tap.
In October 1960, when former
WOR v.p. Bill McCormick took over,
this was scrapped and new program-
ing inaugurated. The foundation is
news. Fifteen minutes of news in
0.W
t
r l
■du;
(opul
f3li.
depth, completely rewritten, is on ^
hourly daily at 6 a.m. to 11 p.m.
The music played is the variety
known as "sweet." A number of talk
shows were programed
According to Pulse and Hooper
rating reports, the reaction to
WNAC's new programing is a suc-
cess, reports the station. Pulse re-
ports show that from 6 a.m. to noon,
the station rose from a 9 share m .
September-October 1960 by 56% to
a 14 in Pulse in January 1962. From
noon to 6 p.m., it went from a 7 in
a 71 '< jump, to a 12 in January
1962.
Hooper figures for the same peri-
od skyrocketed from a 6.4 to 14.9,
7 a.m. to noon. From noone to 6
p.m. ratings went from 6 to 13.7, an
increase of 12<!' , .
Billings are up more than 50% in
1961 over 1960. Part comes from
new airline billings. A year-and-a-
half ago, WNAC had only one air-
line. Today, in addition to being
one of the few stations bought by
Eastern Airlines, WNAC now has
American. TWA, Irish, Pan Ameri-
can, Northeast, Japan and Northwest
Orient. ^
CASITE SALES
{Continued from page 37)
dynamic delivery of both news and
commercials attracts a wide and faith-
ful audience, evidenced by inquiries
we receive daily from all sections of
the country as the result of his broad-
casts." Most of the letters received
from listeners, says Cook, praise Har-
vey's salesmanship and ask questions
about the product.
The radio campaign is backed by
an intensive ad program in such trade
magazines as Motor, Super Service
Station. Gasoline Retailer, and Serv-
ice Station Management. In addition,
point-of-purchase material such as
display racks, posters, etc., help the
dealers sell to car owners and tie in
with Casite's national consumer ad-
vertising.
Three times a year Casite sends
specially prepared posters to four out
of every five gas stations in the coun-
lr\ which promote Casite's sponsor-
ship of Paul Harvey News.
Dealer incentive promotions, such
as offers of insulated picnic basket-
bags, sport shirts, and air mattresses,
figure prominently in promotion of
the Hastings products. ^
52
SPONSOR
7 may 1962
' 01
uid
" to
sue
ruii
!l
BUYING CONCEPT
\Continued from page 39)
eeking more and more living space.
Secondly, decentralization of indus-
ry and development of brand new
et industries has tended to facilitate
Dopulation movement because of the
ivailability of jobs and housing from
he tightly packed metro-centers. And,
finally, ease of movement has been
11 ;o enhanced through the use of jets
and superhighways that the advan-
ages of being situated in plenty of
space between two, or maybe three or
more, metropolitan centers instead of
being crowed into one of them, are
becoming increasingly attractive.
What this means from a market-
ing point of view is that the United
States of today is not the series of
relatively stable metropolitan market-
ing centers that it used to be as re-
cently as 10 years ago. Two very
obvious indicators of this are seen in
the mushrooming suburban shopping
centers as well as the rapidly ex-
panding branch office developments
of the "downtown" department stores.
DCS&S is not inclined to reveal
all of the machinations that go into
the determination of "advanced"
markets. For it is in this area they
feel that their Mediamarketing con-
m
cept will pay off most solidlv for
their clients in stretching advertising
dollars to maximum competitive ef-
fectiveness. Some of the selective
criterion, however, can be deduced
from a consideration of the elements
mentioned above. Primary among
these is an evaluation of the popula-
tion explosion factor. Questions
which come to mind immediately are:
is the market within a state, whose
projected population is well above
that projected for the nation as a
whole, in a growth state? Is the mar-
ket within that state projected for a
growth greater than that for the state
as a whole? Based upon these find-
ings an evaluation is undertaken to
determine what this means in terms
of numbers of people coming into the
market on a daily, weekly, monthly
and yearly basis.
If the answers to these nuestions
are in the affirmative, the market mav
then begin to take on the aura of an
"advanced" market.
A second evaluation point takes
into consideration the tv marketing
concept. Has the market been truly
evaluated in terms of its effective
television signal? Are there some
features of the market such as a geo-
graphical peculiarity or a dual mar-
ket situation or a transmitter loca-
tion, which on past buying or mar-
keting procedures has tended to mili-
tate against the inclusion of the mar-
ket on a national advertiser's market
!>u\ing list? Has the fact that one
market is a distribution point and the
other is not unduly influenced the
selection of the former over the lat-
ter? The ultimate concern of this
evaluation is to determine as clearly
and as objectively as possible the
total number of people who are with-
in effective viewing range of the tele-
vision towers.
A third criterion concerns itself
with the rate of interurbanization of
a marketing area. Is this market, due
to the effects of interurbia, going to
be as significant two, five or 10 years
from now? Will it be less signifi-
cant? Or more significant? What
new industry is coming into the mar-
ket? What are the markets plans
for attracting new industries? What
are their plans for expanding their
current industries? The answers to
these criteria and others, and the
answers to their surrounding ques-
tions, will determine whether a mar-
ket is an "advanced" market, and if
it is, what ranking status it should
be given. ^
the Key to the
SOUTHS FASIiST GROWINi«*l>fc
FOOD SALES '243,581,000
CROSS
GENERAL MERCHANDISE SALES »""
'177,033,000 ?ou\Hh
J&(g3Sg®
iMilraSE
AUTOMOTIVE SALES '203,955,000
I W J T VL„„ 12 : KATZ«W L BT=h,„„., 3: H0LLINGBERY
SPONSOR • 7 MAY 1962
53
DIVIDE-and PROSPER
WMAL-TV sales manager Neal Edwards took a winter
vacation in Florida this year and decided to try his hand
at a little property speculation while he was on the spot.*
One rainy (Florida Chamber of Commerce, please pardon
the expression) day, he drove to a booming retirement com-
munity and bought an attractive piece of beach front land
for $243. He divided it into a number of small equal parcels
and, before his vacation was over, sold them all at the
very low price of $18 each.
His gross profit on the deal was exactly equal to the
original cost of 6 units. Into how many parcels had he
divided the piece of land?
Work this one out on the back of a timetable while you're
waiting for the next plane to Florida. Some neat symbolic
embodiment of the Sunshine State will be your reward.
* While we're on the spot, we'd like to point out that there's
no speculation involved in buying spots on WMAL-TV.
There's a sure profit to be had from minute participations
on one of WMAL-TV s 4 daily half -hour news programs:
1:30 p.m., 6:00 p.m., 7:00 p.m. and 11.00 p.m. Ask the
man who's bought them. Better still, put in a call to your
H-R television representative.
Puzzle adaptation courtesy Dover Publications. N. Y. 14. N. Y.
wmcil-tv
Washington, D. C.
An Evening Star Broadcasting Company Station, represented by H-R Television, Inc.
Affiliated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va.
54 sponsor • 7 m \v 1962
7 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Whafs happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
The Booz, Allen and Hamilton management study of the FCC may widen fur-
ther the split between FCC chairman Newton Minow and the other six commis-
sioners.
While Minow, himself, has appeared for almost a year to he attempting to counteract the
situation, outside developments have been making matters steadily worse for him.
While the survey doesn't recommend any greater powers for the chairman with respect to
policy matters, it does look toward a firmer grasp in the chairman's hands of matters of
routine. Rather surprisingly, for a survey which was supposed only to look at operating
efficiency, it included some gratuitious words of praise for the present chairman.
BAH also went into another policy direction, recommending that fees be charged for
the FCC's licensing activities, though this recommendation was explained as a means of
increasing the Commission's working funds. It was further explained that the FCC needs
more money than is now available through yearly Congressional appropriations if the tremen-
dous workload is to be handled without undue delays.
Main trouble for Minow lies in the recommendation that the chairman be the FCC's ex-
ecutive officer in fact as well as in name, and that he be given an executive director to report
directly to him, rather than to the commission as a whole. In both cases, the survey justi-
fication is that this would aid in channeling the workload for more effective handling.
BAH also got off into the policy field when, it suggested that the FCC set up definite
standards for license renewals, as well as in other ways.
The fact remains that the giant 600-page report has hit Washington with no im-
pact whatever. It would be very surprising — and it would certainly take major new develop-
ments— if anything at all is done about it.
On the other hand, it does rub salt into open wounds among the other commissioners. So
it may have a negative effect, if not a positive one.
Minow's troubles probably began with excessive use of the word "I" in describing regu-
latory goals, many of which had already been set in motion by former Chairman Fred-
erick Ford in the preceding year. Then the "vast wasteland" speech focused the atten-
tion of press, public and would-be reformers on Minow. It appeared that the other commis-
sioners were completely forgotten. First result was Ford's smashing of the administration
reorganization plan for the FCC, with substitution of Ford's own plan.
Minow appeared to learn his lesson, and references to Ford and to the commissioners as
a body, plus remarks about regulatory projects started before Minow's appointment, intruded
regularly into his speeches. However, the ball was rolling, and press and public continued to
treat Minow as if he headed a one-man bureau. The BAH report, in fact, supplies the
salt.
The FCC warned radio stations last November that broadcasting of racing in-
formation in a form useful to gamblers would be looked upon with a jaundiced
regulatory eye at license renewal time.
However, the wheels of the FCC usually move very slowly and sometimes in contradic-
tory fashion.
Now Attorney General Robert Kennedy is in this particular act, and the FCC in "co-
operating" is, in fact, stepping up its activities.
A new package of anti-crime bills resulted in voluntary withdrawal of a number of phone
and wire services to bookie joints. This is part of Kennedy's over-all war on organized crime.
Now Kennedy has revealed that he suspects the gamblers are using radio stations to get
(Please turn to page 57)
SPONSOR • 7 MAY 1962
55
7 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Significant news, trends, buys
in national spot tv and radio
There hasn't been much fan-fare about it, but FC&B, Chicago, an agency which
seemed to favor network tv in a big way, is doing some fancy footwork in the spot
tv ring this season.
The biggest step in this direction was a round on behalf of Kleenex, using about 50 mar-
kets as a counter-strategy for competitive P&G's Puffs, a facial tissue with a built-in skin
softener. Last week the agency came back strong with a 26-market buy for Armour's
new Princess Dial soap.
Although it's not a saturation campaign, frequency is heavy.
There's a postscript to the above which is causing no small degree of ambival
ence on the part of mid-West reps.
Just beginning to revel in the light of FC&B's nod to spot tv, two of the agency's active
accounts depart Chicago for the New York office later this month. Emigrees are
Kool-Aid, buying tv spot to supplement markets where network exposure is low and Kool-
Pops, the freeze-it-yourself version of the summer drink.
Incidentally, Kool-Pops is still in the market expansion stage and buying spot tv steadily
as it progresses. Last year was the first time the pops proved their acceptance and food-broker
opinion indicates this summer should be the success clincher for the item.
One of the most significant omens in the spring spot buying season, at least
in the Midwest, is the emergence of radio in media plans of major advertisers.
A heavy-budget burst comes from Country Club Malt Liquor (Shaw), a Goetz
Brewing product buying about 75 markets. This is Country Club's first run to radio after
some three years of weighty tv activity.
Three accounts in the news recently for notable tv treks are also stepping sprightly in their
search for radio markets. Kitchens of Sara Lee (Hill, Rogers, Mason & Scott), buying multi-
markets for its pound cake; Kool-Aid (FC&B) scouting southern stations with Negro appeal;
Pure Oil (Burnett) currently arranging for franchises within programs in as many markets
as it can get within its 14-state selling area.
The Gravy Train campaign which starts today represents a lot more than just
a whistle-stop for tv stations: the money's being routed to some 70-80 major points
on the spot tv line.
The buying, via Benton & Bowles, is a classic example of custom-fitting the schedule
to the budget. The General Foods dog food account wants nighttime minutes and 20's and,
according to the allocation for a particular area, is taking combinations which will add
up to about six minutes and two-to-three of the shorter segments in each market.
Schedules will run for three weeks.
For details of last week's spot action see items below.
SPOT TV BUYS
Princess Dial, product of Armour Co., bought about 26 markets for a campaign which gets
underway about the first of June for 13 weeks. Time segments: day and night minutes aimed
at a female audience. Agency: Foote, Cone & Belding. Buyer: Gwen Dargel. Incidentally,
one indication that FC&B will be more active in spot for the Dial account this year than last:
total 1961 spot billings for the soap were only $216,560.
Gulf Oil's latest flight starts at the end of the week, 13 May in about 20 markets. It's of six
56
SPONSOR • 7 MAY 1962
'!
SPOT-SCOPE continued
week duration, using 40-second spots in prime time. The Gulf agency is Young & Rubicam and
Chris Russell is doing the buying.
Brillo Manufacturing is involved in a six-week promotion for its Paddy Pads, an account
which billed $446,960 in 1961 tv spot, via J. Walter Thompson. It will continue through mid-
June in some 15 markets. Time segments: daytime and fringe night minutes. Buyer: Charles
Spencer.
Beech-Nut is buying for Tetley Tea ($81,650 last year) with schedules to start 21 May in
10 markets. The campaign is for nine weeks and the spots are day and night minutes. Agency:
Ogilvy, Benson & Mather. Buyer: Art Topal.
Duncan Hines, another P&G big spending division, is testing Dutch Topping Mix ($23,030
in '61) in about five markets. Nighttime minutes start 14 May to run through the P&G year
and the buyer is Fred Webber. Agency : Gardner.
The Coleman Company, Wichita, is a seasonal account just reactivating. A four-week cam-
paign starts 28 May on behalf of its outdoor equipment (fuel lanterns and stoves, coolers and
jugs, folding ovens, etc) . A host of major markets will get fringe minutes. Agency: Potts-
Woodbury. Buyer: Bill Smith.
General Mills is testing a new cereal — Country Corn Flakes — using daytime and early eve-
ning minutes for 52 weeks in a few selected markets. The agency for the account is Dancer-
Fitzgerald-Sample. Buyer: Dave Hanson.
Lestoil, a $4.6 million spender last year, launched its latest flight yesterday, 6 May, which
will run for six weeks. There are about 10 markets involved. Time segments: I. D.'s Agency:
Sackel-Jackson, Boston. Buyer: Len Tarcher.
Colgate-Palmolive is active on behalf of Vel Liquid detergent, which annually accounts for
over $1 million in spot on its own, seeking fringe minutes to start 27 May for 11 weeks. It's a
limited-market drive, with the buying being done out of Lennen & Newell by Jim Alexander.
SPOT RADIO BUYS
M. K. Goetz Brewing is buying about 75 markets for Country Club Malt Liquor to begin in
the south around 14 May and in northern markets toward the end of the month or early June,
depending on regional climates. Agency: John W. Shaw. Buyer: Isabelle McCauley.
Purolator Oil Filters is placing flights totaling eight weeks in about 20 markets. Schedules
are 21 May through 10 June, 18 June through 8 July, and 23 July through 5 August. Minutes
and 30's are being used, 15-23 per week per market. Agency: J WT, New York. Buyer: Adriene
Kaplan.
National Life & Accident Insurance begins a campaign 28 May for 13 weeks. About 10
markets get moderate frequencies of minutes. Agency: Noble-Dury & Associates, Atlanta. Buyer:
Jane Dowden.
American Tobacco is going into 130 markets 21 May with Pall Mall schedules. Campaign is
in flights and covers eight weeks. Morning traffic minutes are being bought primarily, two
and three stations deep. Agency: SSCB, New York. Buyer: Mike Cambridge.
WASHINGTON WEEK (Continued from page 55)
race returns to the bookie joints. He has fed information about specific stations to the
FCC, and the FCC has asked the stations to answer arched-eyebrow questions.
There is no information on the number of stations caught in the Kennedy web, but there
are three in the Washington area, alone — one a very big and important station.
The government's efforts to require tv set makers to include all 82 channels
went another lap: the House by a 279 to 90 vote passed bill to that effect last week.
It's now up to the Senate. The latter's commerce committee has held hearings on a simi-
lar bill. The EIA is strongly opposed to the whole idea.
SPONSOR • 7 may 1962
7 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
A report current last week which is rather hard to accept: politics played a rol<
in Texaco's decision not to renew the Huntley-Brinkley news strip on NBC TV.
The way the poop goes is that the heads of some of the country's massive corporation!
have been somewhat disdainful of the viewpoints and images contained in David
Brinkley's weekly Journal.
They think the atmosphere of the program is too sympathetic to the present Washing-
ton administration.
i
Group station owners, who may be mulling the idea of setting up their own na-
tional sales organizations and are hazy about the cost of running such a shop, will
find The Katz Agency glad to offer them one statistic.
It has to do with bills for telephone, telegram and TWX communication.
Katz's expenditure for those items is now around the quarter-million mark.
58
America's giant corporations apparently are getting coy about celebrating their
golden or whatnot anniversaries on tv: there hasn't been one of them in several
years.
In reprise, the four that have used the medium for such a to-do are General Motors,
General Electric, General Foods and Ford.
The networks make no point of soliciting this kind of business, but these celebrations
lend a tone, an air of nostalgia and an all-out twist of showmanship that tv can relish
once in a while.
Foote, Cone & Belding's timebuying department wants it known that TWA is
holding fast to the clause in its contract on local newscasts giving it the right to
cancel out in the event of any air crash.
The reminder was in response to an item here that TWA was leaning toward a modifi
cation of the blackout policy by retaining sponsorship of the newscast under such
circumstances but eliminating the billboard.
An attitude which is becoming quite rife among advertisers that have a yen for
public affairs programing poses a double-edged sword.
The common dodge is to wait until the last minute on the premise that the tv net
work will carry the program anyway and, if unsponsored, any bid would be acceptable.
The rusty side of the sword: the sponsor may save some money but at the same
time he euchres himself out of doing a proper merchandising job.
You indeed would have had to be around commercial radio from its virtual
inception if you can recall when workers in the agency vineyard would not only
write the script but went on the air to deliver it.
One of the quainter instances in New York was J. Walter Thompson's Robert T. Col-
well, who as Dr. Cole Bailey would go on in the early morn to give advice on mouthcare
and wind up with a plug for Calsodent.
SPONSOR • 7 MAY 1962
c
1 CHURCH SERVICES: WBEN-TV
has consistently brought live Sunday
services into Western New York homes
since 1948.
S. OPERA WORKSHOP: In conjunc-
tion with the University of Buffalo, WBEN-TV airs
Music Workshop productions — affording a professional
showcase for students.
3 FAIR TIME: Every year the busy WBEN-TV mobile
unit goes to the Erie County Fair — bringing the folksy
events to the 15-county area served by Ch. 4.
4 PANEL DISCUSSIONS: For 14 years the University
of Buffalo Round Table has been a prime-time
Saturday night feature on WBEN-TV (21 years on
WBEN-Radio). A significantly free-
ranging community forum.
5 CIVIC EVENTS: Whether it be the
first ships through the Seaway, the
Niagara Power Project dedication or
the opening of the new, nationally-famous Albright-
Knox Art Gallery, WBEN-TV has crews and station
personalities covering important events.
S HOME STUDY: The Erie County Extension Serv-
ice weekly takes homemaking ideas into area homes
through the WBEN-TV production — "You and Your
Family." The old traditional crafts of tatting, weaving
and sewing and the present-day home-maker arts find
new and eager followers.
A quality image is the result of a quality effort.
WBEN-TV is dedicated to keeping the community
enlightened . . . entertained . . . informed.
National Representatives: Harrington, Righter and Parsons, Inc.
WBEN-TV
an affiliate of WBEN-Radio AM-FM
The Buffalo Evening News Stations
CH
CBS in Buffalo
SPONSOR • 7 MAY 1962
59
SPONSOR
WEEK
Advertisers
■
WRAP-UP
Merle Jones
(Continued from Sponsor Week)
lion in 1956 and about 40 million to-
day, and are still going through a
very rapid increase.
CBS distributes programing to 57
of the 65 nations that have televi-
sion. It provides 300 station half-
hours of news and public affairs
weekly, and 1,400 half-hours of other
programing, all outside the U. S. In
addition, CBS Newsfilms is sent
abroad to 230 stations daily, cover-
ing about two-thirds of the non-
Communist world, Jones said.
Gillette will spend more than $1 mil-
lion on its Father's Day sales drive.
Broadcast media figure heavily in
the campaign, which runs from 16
May-16 June.
Campaigns: John H. Breck is using
an intensive spot tv campaign in
eight major markets to introduce
two new aerosol hair sprays. Agen-
cy is Reach, McClinton & Humphrey
of Boston . . . Tv also figures heavily
in the drive to introduce five new
non-carbonated Shasta Beverages
fruit drinks in northern California
KUDOS for 'Tv Guide' editor Merrill Panitt came from Chicago network v.p.'s for his speech
before the local Broadcast Ad Club criticizing FCC public hearings. Seen (l-r): Clark George,
CBS (WBBM-TV); Lloyd Yoder, NBC (WNBQ); Panitt; Sterling Quinlan, ABC (WBKB)
HIGH HAT — Three winning entries in a WSB, Atlanta, pre-Easter contest are modeled by sta-
tion employees: (l-r) Brenda Butler, Janice Pierce and Joyce Harper. Center hat won big prize
LAS VEGAS night run by WJZ-TV, Balti-
more, was the second in seven events to fa-
miliarize local agencies with station's pro-
graming. Here men from Doner try their luck
MISS RADIO Month, Carol Chadwick, poses
prettily with the public relations kit NAB
sent to radio members for the national cele-
bration which runs through May for stations
60
SPONSOR • i M W 1(X>2
and Utah. Agency is Hoefer, Dieterich
& Brown . . . Hertz Rent A Car (Nor-
man, Craig & Kummel) has ear-
marked $500,000 for its summer cam-
paign which includes network tv . . .
Shulton, Inc. (The Wesley Asso-
ciates) will use heavy daily and
weekend spot radio in 51 top mar-
kets for the nine days prior to Fath-
er's Day to promote its Old Spice for
Men line.
Acquisition: Tillie Lewis Foods of
Stockton, Calif, has bought the An-
dersen Soups products line from
Heublein, Inc.
Financial reports: Philip Morris net
sales for the first quarter were $129,-
433,000, up 4.5% over the same peri-
od last year. Net income was
$4,880,000, an increase of 3.6% and
earnings were $1.27 per common
share, vs. $1.21 last year . . . Borden
Co. earnings for the first quarter
rose 5.2% to $6,385,274 or 60 cents
a share and sales were $257,790,193,
against $247,099,629 . . . Colgate-
Palmolive net income for the quar-
ter gained to $5,238,000 or 62 cents
a common share on volume of $168-
408,000 . . . American Home Products
first-quarter sales rose some 9% to
$125,862,789 with earnings of $12,-
674,097 or $1.64 a share ... An-
heuser-Busch earned $2,930,765 or
60 cents a share on sales of $70,612,-
979 in the first quarter. Last years
income for the same period was
$2,738,513 or 56 cents and sales were
$67,746,080 . . . Warner-Lambert Phar-
maceutical earnings for the first
quarter were $4,300,000 or 81 cents
per common share compared with
$3 600,000 or 68 cents per share last
year. Sales totaled $55,000,000 com-
pared with $48,000,000 a year ago,
an increase of 14% . . . Bell & Howell
net earnings for the quarter were
$306000 or 8 cents per share com-
pared to $105,000 or 2 cents a year
ago. Sales for the period were $22,-
301,000 compared with $22,835,000
last year.
TOP BRASS appointments at WTAR Radio-Tv Corp., Norfolk, brought together three rew v.p.'s and pres. and gen. mgr. Robert M. Lambe.
L-r: William A. Gietz, v. p. tor tv sales; Robert Lambe; Harold Soldinger, v. p. for tv programs, operations; Jack Prince, v. p. for am and fm
SPRUCING UP Maynard G. Krebbs, alias Bob Denver of the Dote
Gillis Show with a WMAZ tie, are two Miss Macon contestants.
Maynard served as master of ceremonies for the local beauty pageant
ROLL IT — WBNS-TV, Columbus, film buyer Betty Dixon previews
Front en of Knowledge for (l-r) Arnold Routson, stn. account exec;
Cameron Williams, Motorists Mutual Co.; Ron Cowman, Kight agency
SPONSOR
7 MAY 1962
61
PEOPLE ON THE MOVE: Edmund J.
Lange, Jr. to associate director of
Johnson & Johnson's new products
division . . . Jack Finn to assistant
to the president of American Home
Products . . . Robert J. Mohr to di-
rector of advertising at Shulton, Inc.
. . . Hugh R. Conklin to sales vice
president at Lever Brothers.
Agencies
P&G moved its $5-million worth of
billings out of Gardner last week.
Involved was part of P&G's Dun-
can Hines mix line (Double Fudge
Brownie Mix, Dutch Top, Early
American, Wild Blueberry Muffin and
pancake mixes), which went to
Compton, and Jif Peanut Butter,
which went to Grey.
The mixes bill around $2 million
and the peanut butter another $2
million.
It's the fourth P&G brand switch
within three months. The others:
Tide ($11 million) from Benton &
Bowles to Compton and Duz ($3.5
million) from Compton to Grey.
Agency appointments: Martin-Mari-
etta to Papert, Koenig, Lois . . .
Perry-Sherwood to Kameny Associ-
ates . . . Foods Plus to Wunderman,
Ricotta & Kline . . . The Joseph
Home Co., Pittsburgh to The Albert
P. Hill Co. for radio broadcast media
. . . The Jel Sert Co., Chicago to
R. Jack Scott.
New agency: Corporate Advertising,
designed primarily to service corpo-
rate and financial accounts which
is affiliated with Cobleigh and Gor-
don, financial PR consultants and is
based in New York.
Happy birthday: To Post & Morr,
celebrating its first anniversary on
the Chicago agency scene.
Top brass: Rolt Smith to senior vice
president at Ted Bates . . . John R.
McCarthy to account group manager
at Fuller & Smith & Ross, New York.
New v.p.'s: Paul G. Indorf at Ted
Bates . . . George Wolf at Lennen &
Newell for commercial production
. . . Matthew J. Lambert, Jr. at Ar-
62
nold & Co., Boston . . . Richard H.
Depew at Cunningham & Walsh.
PEOPLE ON THE MOVE: William J.
Curran and Jack Beauvais to the ex-
ecutive committee of Arnold & Com-
pany . . . Mary Ann Schatz to busi-
ness manager of the radio-tv de-
partment at MacFarland, Aveyard,
Chicago . . . Ronald L. David to as-
sociate producer-radio and tv for
Zimmer, Keller & Calvert . . . Frank
N. Moore to the broadcast group and
Sargent Goodchild to the research
department at Harold Cabot & Co.
TV Stations
The first step toward a unified in-
dustry approach to electronic pro-
graming computers has been taken
by TvB.
A special committee headed by
Donald L. Kearney, Corinthian Broad-
casting director of sales, will study
ways and means of disseminating
available marketing information, co-
ordinating existing data and will in-
vestigate the rental of computers on
a long-term contract basis.
On a related front, ARB, as part
of a long-range plan for expanded
services, has made several new ex-
ecutive assignments. Named new
assistant general manager is James
Dunn. Other appointments: J. Ralph
Crutchfield to ARB station sales
manager; James Rupp, marketing di-
rector of station services, assuming
added job of assistant product man-
ager for market reports; and market
report technical director John Thay-
er taking on technical direction of
ARB Standard Services.
Ideas at Work:
• To publicize its new office and
studio building now under construc-
tion, WTTG-TV, Washington, D. C. is
sending around attractive hour-glass
paper weights with this calling card:
"It's just a matter of time until
WTTG's new home is finished."
Financial report: Transcontinent
Television Corp. disclosed that net
income for the first quarter was
$395,684 as compared to $271,553 for
the comparable period in 1961, an in-
crease of some 46%. Earnings per
share were 22 cents as compared to
15 cents for the same period last
year. Incidentally, Transcontinent
took over operation of WDOK (AM &
FM) in Cleveland last week . . . Taft
Broadcasting income for the quarter
ending 31 March was $520,188 or 33
cents per share compared with $375,
703 or 24 cents for the like period
last year. Revenues for the quarter
rose to $2,976,642 from $2,643,908 and
operation profit before depreciation
increased correspondingly to $1,363,-
223 from $1,084,544.
PEOPLE ON THE MOVE: Robert L.
Brown to general sales manager
KBTV, Denver.
Radio Stations
Maurie Webster, general manager of
CBS Radio Spot Sales and CBS Ra-
dio v.p., did some crystal-ball gazing
on the future of spot radio for the
Pennsylvania Assn. of Broadcasters.
There are four challenges ahead
which, if met, should greatly boost
the medium, said Webster. They
are:
• Segmented Marketing — the day
when advertisers seek mass cover-
age are over and radio, which at-
tracts specialized audiences, can be
the most selective medium.
• Qualitative research — agencies
must improve communications be-
tween client and media buyer re.
station selection on the basis of edi-
torial content.
• Intelligent use of radio's full
potential — agencies and clients have
inflated the cost of drive time while
ignoring other important segments.
• Cooperation — must work toward
local organizations where stations
aid in building up the sales promo-
tional aspects of particular markets.
There are now 183.8 million working
order radio sets in the U. S., a gain
of 70% over the last decade.
RAB, gearing up for radio's heavi-
est penetration season, cited these
figures from its own estimate as of
1 January 1962.
Pointing to radio's summer audi-
ence gain ("the season when other
SPONSOR
7 m\y 1962
NEW NEIGHBOR
ACROSS THE PLAZA!
Number One Constitution Plaza, the magnificent, twenty story Connecticut Bank and Trust Company
Building, progresses toward a late 1962 completion in downtown Hartford's dynamic area of urban renewal.
Broadcast House, new home of WTIC TV-AM-FM and first building to be completed and occupied in Constitution
Plaza, salutes its handsome neighbor, destined to be the tallest unit in the redevelopment area. Like Broadcast
House, the Connecticut Bank and Trust Company Building Is an important part of the urban rebirth of America's
insurance capital and a further stimulus to an already bustling market.
Burgeoning with Hartford is WTIC Television and Radio. Latest ARB and Nielsen reports show WTIC-TV's
clear leadership in southern New England. The superiority of WTIC Radio is delineated in the latest Alfred Politz
Media Study of the Southern New England area.
WTIC TV 3/AM/FM
Hartford, Connecticut
WTIC-TV IS REPRESENTED BY HARRINGTON, RIGHTER & PARSONS, INCORPORATED
WTIC AM-FM IS REPRESENTED BY THE HENRY I. CHRISTAL COMPANY
SPONSOR • 7 MAY 1962
63
media begin to pale"), the bureau
also began its pitch to suntan prod-
uct manufacturers. Some of the
points being made:
• Seven out of 10 cars have ra-
dios, and more than 97% of car-
radio owners are regular listeners.
• Housewives dominate suntan
product sales and studies show that
women spend two hours and 13 min-
utes every weekday with radio,
against 37 minutes with newspapers
and 39 minutes with magazines.
Georgia stations are all reved up for
promoting Radio Month.
The state broadcasters association
plans seven special events to herald
the medium, headlined by the first
Georgia Radio Day in cooperation
with the Atlanta Ad Club. RAB pres-
ident Kevin Sweeney will address
the group.
Other featured events include:
• Providing promotion tapes to
135 members, with special congrat-
ulatory messages from Senators
Richard Russell and Herman Tal-
Cuisine Exquise . . . Dans
Une Atmosphere Elegante
If RESTAURANT
|^VOL/l_N
575 Park Avenue at 63rd St.
NEW YORK
Lunch and Dinner Reservations
Michel : TEmpleton 8-64-90
madge and Governor Ernest Van-
diver.
• The GAB Safety-Thon Weekend
(25-27) with the theme "Lights on,
and Live."
Ideas at work:
• WINS, New York, program direc-
tor Don Luftig has penned a defense
of the radio industry for the July is-
sue of "Dude" magazine, which pre-
viously printed Marie Torre's blast
called "The Radio Wasteland."
• Along with an updated list of its
1,130 affiliated radio stations, Key-
stone Broadcasting System is send-
ing a coverage map based on N.C.S.
1961 weekly penetration of 1,119 sta-
tions.
• On the way to timebuyers —
"power-rich new KMBC in a can . . .
a special blend of all Kansas City"
Directions for most effective use of
daytime radio are on the back but
"for all matters of sales perform-
ance," the label suggests, "consult
your KMBC rep."
• Although the deadline is past,
many people still remember the in-
come tax ordeal. WMCA, New York,
playing on the idea, is circulating a
sales promotion piece which resem-
bles the Internal Revenue Depart-
ment's short form and advising ad-
vertisers to "act today to get into
that higher bracket of listener re-
sponse."
Special Budweiser buy: The Bud-
weiser Beer division of Annheuser-
Busch (D'Arcy) picked-up 52 weeks
of a record show (daily, 6:40-6:55
p.m.) on WWRL, New York's only 24-
hour-a-day Negro radio station.
Happy Anniversary: To WRCV, Phila-
delphia, celebrating the second birth-
day of its big band remotes. Station
claims a "first" in bringing back the
concept.
PEOPLE ON THE MOVE: Garrett D.
Blanchfield to sales promotion as-
sistant at WEEI, Boston . . . Tom
Marks to sales manager of KFRC,
San Francisco . . . Lawrence H.
"Bud" McMullen to account execu-
tive at KOMO, Seattle . . . Charles
Murdock to station operations man-
ager of WQAM, Miami . . . J. C. Dow-
ell to general manager of KQTV and
KVFD, Ft. Dodge . . . Arthur Barnes
to sales promotion manager of
WBBM, Chicago.
Kudos: Jules Dundes, CBS radio v.p.
and general manager of KCBS, was
re-elected to the San Francisco Bay
Area Council Board of Governors . . .
KSAN, San Francisco got the award
for the best merchandising efforts
in support of Kraft's advertising pro-
gram for 1961.
Fni
WFLM, Ft. Lauderdale has become
the second station in South Florida
to switch over to full-time fm stereo.
Station is on the air from 7 a.m. to
1 a.m. and, says manager Robert
Miller, even the commercials will be
in stereo.
Program note: WLIR, Garden City has
a new series called "Trends in In-
dustry" which features the educated
opinions of Long Island's top indus-
trial, financial, and educational
leaders on current industrial trends
. . . WXHR, Boston has resigned its
affiliation with the QXR Network and
will begin local programing on 3
June . . . WBMI, Meriden began fm
stereocasting on 1 May . . . WRIT,
Milwaukee recently began fm broad-
casting to compliment its regular
am programing.
Audience data: There's a Madison
firm called Economic Research
Agency which has just completed a
project for the Madison, Wis. area
which shows about 42% of the
homes with FM sets and about 33%
of that group are regular listeners.
Networks
The current Harvard Business Re-
view has something to say about tv
critics who spout the "vast waste-
land" line.
The magazine in an article refers
to them as the kind that play a good
game of finding fault but ignore
financial realities.
64
SPONSOR
MAI l(X»2
KGO-TV Covers San Francisco's Top News Events to take viewers on the scene
when local history is made. In April the station telecast EXCLUSIVELY a two and one-half hour cathedral
ceremony at which Archbishop Joseph T. McGucken was installed as spiritual leader of the Roman Catholic
Archdiocese of San Francisco . . . the first time such an event was telecast in the Bay Area, and the second
time it was done anywhere in U. S. television. Programming such as this is now a staple part of KGO-TV's
public affairs endeavors. For more facts on the new KGO-TV, call UN 3-0077 in
San Francisco, or contact ABC -TV National Station Sales. KGO-TV
OWNED AND OPERATED BY AMERICAN BROADCASTING/ PARAMOUNT THEATRES. INC.
0 0)
SPONSOR
7 may 1962
65
Sorry, we
don't cover
Moscow . . .
SPONSOR'S
5-CITY TV RADIO
DIRECTORY
. . but just about every
other 'phone number you
need is in SPONSOR'S
5-CITY TV/RADIO
DIRECTORY.
Networks, groups, reps, agencies,
advertisers. Film, tape, music and
news services. Research and promo-
tion. Trade associations (and even
trade publications).
All in the convenient pocket-size,
for only $.50 from
SPONSOR
The article proposes a unique
plan: to wit, granting a tax exemp-
tion to compensate for losses in this
area.
Says writer Ernest D. Frawley:
"The precedent for such an exemp-
tion exists in the public service al-
lowance granted to a large segment
of the periodical press in the form
of economical postal rates and in
the allowances granted to airlines in
several forms."
ABC TV will award research grants
totalling $20,000 in conjunction with
its new children's show "Discovery
'62" which premieres 1 October.
Three University of Wisconsin pro-
fessors will serve as a selection
committee. No more than two grants
or more than $4,000 will be awarded
for studies at any one university.
New affiliates: WAFC, Staunton, Va.
has joined the CBS Radio Network
. . . KCTA, Corpus Christi to the ABC
Radio Network.
Specials: John H. Breck, Inc. will
foot the entire bill for "Noah and
the Flood," the dance-drama includ-
ing original music written for tv by
Igor Stravinsky to be telecast 14
June on CBS TV.
PEOPLE ON THE MOVE: Willard T.
Wadelton to CBS Radio as an ac-
count executive . . . Hubbell Robin-
son, CBS TV senior v.p., to the U. S.
National Commission for UNESCO,
representing the National Academy
of Tv Arts and Sciences . . . Stanley
Chase to director of program de-
velopment at ABC TV.
555 Fifth Avenue, N. Y. 17
AVAILABLE
Television-Radio Sales Executive.
Thirteen years rep experience with
\ru York agencies and clients,
network consultant, national sales
manager. Desires executive sales
position. SPONSOR, Box 316.
Representatives
A major expansion move by the
Daren F. McGavren Co. includes
four promotions from within and an
addition to the staff.
Ralph Guild becomes manager of
the entire organization, directing all
sales and soliciting new stations.
Ed Argow, currently manager of the
rep firm's Chicago office, will move
to New York as sales manager. Mike
McNally moves from St. Louis man-
ager to that post in Chicago and Tom
Sullivan, formerly of NBC Spot Sales,
will head up the St. Louis office.
Harvey Glor becomes mid-West
sales representative for the new Mc-
Gavren Plan.
All appointments take effect 1
June.
New quarters: As part of a planned
expansion program, Tele-Radio & Tv
Sales, rep firm specializing in Span-
ish media, has moved to the new
Diamond National Building at 733
Third Avenue, New York.
PEOPLE ON THE MOVE: Arthur C.
Elliot, vice president and eastern
sales manager of Harrington, Right-
er & Parsons has been elected to
the firm's board of directors . . .
James R. Parker to the Chicago staff
of Peters, Griffin, Woodward as a tv
account executive.
Film
Warner Brothers' decision to dis-
tribute its own tv series is certain
to shake up the syndication market
in more ways than one.
The film company has a ready-
made backlog of off-network proper-
ties which could flood a market
which has been tightening up for
the past few years.
While the initial plan is for the
division to unleash only the hour-
long shows of the "Maverick" va-
riety, it's possible that once Warner
Bros, enters the station-to-station
sales field it will take over distribu-
tion of its own tv-destined feature
films.
For details and further implica-
66
SPONSOR
may L962
tions of the move, see SPONSOR-
WEEK, p. 7.
Screen Gems has obtained syndica-
tion rights to the "Festival of Per-
forming Arts."
Produced by David Susskind and
James Fleming, the hour-long series
of ten concert performances pre-
miered on WNEW-TV, New York and
WTTG, Washington, D. C. last month,
sponsored in both cities by Stand-
ard Oil Co. of New Jersey.
Sales: Seven Arts sold its post-50
Warner Bros, features to five more
stations raising the totals to 124
markets for volume 1, 89 for volume
2 and 38 for volume 3 . . . Tele-
dynamics' "True Adventure" to WGN-
TV, Chicago, raising total U. S. mar-
kets to 22.
New properties: Two half-hour "Sci-
ence in Action" specials produced
at the Seattle World's Fair are now
available through RSS Corp. as a
group or to augment the 39-episode
series of the same name.
Rating record: "The Caine Mutiny,"
the Screen Gems-Columbia Pictures
feature on WCBS-TV, New York 28
April broke feature film rating rec-
ords with a local Arbitron of 34.2
and an 83.4 share of audience. It
was on the "Schaefer Award The-
ater" which pre-empted "The Late
Show" at 11:15 p.m.
PEOPLE ON THE MOVE: Bob Farrar
to director of custom production at
PAMS Syndicated Productions of
Dallas . . . Carl Russell to central
division manager of TeleSynd . . .
Joseph Kotler to vice president and
director of syndicated sales for War-
ner Brothers newly-established syn-
dication division . . . Richard Brandt
to president, Aquila Giles to execu-
tive vice president of Trans-Lux
Corp.
Station Transactions
KVIM, New Iberia, La. was sold for
$100,000.
Handled by Hamilton-Landis, the
sale went to David Wagenvoord, vice
president and general manager of
WWOM, New Orleans and Fred Wes-
tenberger, an attorney also of New
Orleans.
Seller was Queen City Broadcast-
ing, headed by Paul M. Cochran.
Public Service
Two stations taking unprecedented
steps in the political public service
arena are WXYZ, Detroit and KTTV,
Los Angeles.
Filling in for the striking news-
papers, the Detroit outlet pre-
empted all programs to bring listen-
ers the first live coverage of the
State Senate. A 15-hour debate over
state income tax proposals was car-
ried by the station in its entirety,
climaxed with an exclusive inter-
view with Governor John B. Swain-
son.
On the West Coast, KTTV has in-
vited all 106 candidates seeking 19
Congressional offices within the sta-
tion's signal area to appear on a
special four-hour primary election
program 3 June.
Public Service in Action:
• KVIL, Dallas, turned over an
hour of broadcast time to the Texas
Democratic gubernatorial candidates
to debate issues of the campaign.
UPI picked up the network rights
and made the broadcast available
to stations throughout Texas.
• WWVA, Wheeling has increased
its news coverage to listeners, effec-
tive with last week's introduction of
United Press International service.
• KIXZ, Amarillo kicked-off the
city's clean-up week campaign with
a parade. One truck carried a coffin
with signs reading "Don't let your
city die, clean up, paint up, fix up."
Program director Chuck Stewart
pushed a broom and cart and mem-
bers of the sales staff dressed as
clowns and passed out balloons and
candy to the young folks.
• WWJD, Chicago launched its ex-
clusive series "Daly Report," an-
nouncements by Mayor Daly to pro-
mote City Improvement Projects.
Kudos: United Cerebral Palsy of
Greater Baltimore honored WBAL-
TV with a special public service
award plaque for making possible a
17-hour Telethon . . . WGBS, Miami
was honored by the Florida Bar Assn.
for its special program "A Ghost
Pleads for Justice" . . . WITI-TV, Mil-
waukee got Press Club TV news
awards for spot news reporting and
community service. ^
the sales we reject . . .
prove our worth
In selling or bu\ ing a broadcast property, one of your
greatest protections is Blackburn's often demonstrated
willingness to reject a sale rather than risk our
reputation. For our business is built on confidence,
and no single commission can be worth as much
as our good name. Why hazard the risks of negotiating
without benefit of our knowledge of markets,
of actual sales, of responsible contacts?
JBLACJKJBXJlvIV & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
James W. Blackburn
jack V. Harvey
loscph M. Sitrick
RCA Building
FEderal 3-9270
H. W. Cassill
William B. Ryan
Hub Jackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Healey Bldg.
JAckson 5-1576
BEVERLY HILLS
Colin M. Selph
Calif. Bank Bid?.
9441 Wilshire Blvd.
Beverly Hills. Calif.
CRestview 4-2770
SPONSOR
MAY 1962
(.7
STORY
Cet on
WTRF-TV iSSi
SIGN LANCUACE' If your
young .id language
playing marbles
. fi I
wtrf-tv Wheeling
CONCENSUS' Marriage
the chief cause of divorce'
Wheeling wfrf-tv
MINDED' When the governor asked for
nelp in the State Program for the Preserva-
t Id Life, his first volunteer .
v of great rem
wtrf-tv Wheeling
THE SICK TWIST' Hans and Fnti were
ng near the eage of the cliff A<
•nother tried to round-up the disobe-
pair, she slipped over »he edge. Fritz
"Look Hans, no ma'"
Wheeling wtrf-tv
AND KILDARE' . . . two inmates in
the asvlum were comparing ailments "I'd
<x all right." mourned Casey "if I didn't
a hole in my head." "You're lucky"
ted Kildare. "I have TWO holes in MY
head" Then Casey batted back with. "Ba-ah
to you and your holier-than-thoi:
wtrf-tv Wheeling
MC TONIC Salesman Cy says that ever>
g he resolves to love his enemies
all three of 'em . . . tobacco, women and gin'
Wheeling wtrf-tv
TOGETHERNESS! The two cars hit. One driver
.".'hat's the matter, are you blind'"
Blind hell." answered the other. "I hit ya.
wtrf-tv Wheeling
THE BRANDWACON with alert adver
selling the big and buying WTRF-TV audience
from Wheeling." With WTRF-TV* special
of merchandising and promotion, results
spell bonus profits Let Rep George P Holling-
oerv tell y WTRF-TV Brandwagon
is the best kind.
CHANNEL
SEVEN
WHEELING,
WEST VIRGINIA
SERVES AMERICA'S
M few
14th
RADIO MARKET
If you want to reach as
many as the 14 largest
radio markets in the U. S.,
WHO Radio belongs on
your list.
WHO Radio is heard
regularly in 865,350 radio
homes in "Iowa Plus"
(WHO's NCS #2 Cover-
age Area) — ranks far
ahead of any station in
many "first 50" cities.
Ask P.G.W.!
WHO, DES MOINES
50,000 WATTS
NBC
Peters, Griffin, Woodward, Inc.
National Representatives
and radio
.. ... . n - ~i
Francis P. Barron has been named a vw
president <>f Storer Television Sales. Bar
ion was with WXEL-TV, ( leveland, i no
\\J\\-T\ i as local sales manager in L95
when the station was bought 1>\ Storer. He
continued in that capacit) until 1958, whin
he was named national sales manager. In
January 1959 he was made general sale!
manager. \\ hen plans for the formation of
the Storer rep group were announced in January 1001. Barron moved
to New York as general sales manager of the new company.
Robert W. Tunison, manager of the t\
commercial department at Leo Burnett, lias
been appointed vice president in charge of
t\ commercial production. Tunison began
with the Chicago-based agenc) 10 years
ago as a broadcast supervisor and was
transferred to the tv commercial depart-
ment as manager in 1955. Before his Bur-
nett affiliation, he was with Newell-Emmetl
and with Henri. Hurst & McDonald. Taking over
manager is Jackson Phelps.
for Tunison a>
Howard M. Wilson, who joined Geyerj
Morey, Madden & Ballard last month, has
been elected a member of the hoard. \\ il-
son is general corporate executive in charge
of creative services for the agency. His
previous post was senior \ ice president of
creative services at Kenyon & EckhardtJ
where he worked for 10 years. Prior to
that, Wilson was with Kudner as cop]
supervisor for five years and at Dickie Raymond, Inc.. where he had
served as cop) chief. Wilson. headquarters in New York.
Paul Cirard has been named vice presi-
dent in charge of regional and national
sales at KVIL, Dallas. In radio since 1932,
Girard was for seven years assistant direc-
tor of radio and t\ for Tracy-Locke Com-
pany, Dallas. Before that he held the post
nl executive producer for The Associated
Press in New York and. prior to that, was
general program manager for the Hears)
radio properties. He is co-founder and first president of the Vssn.
of Broadcast Executives of Texas.
68
SPONSOR
\m 1002
frank talk to buyers of
air media facilities
The seller's viewpoint
'7/; selecting test markets, one must not only examine the characteristics of
the market itself; there must also be media available that have the ex-
perience of previous test schedules, according to Collis A. Young, vice presi-
dent and general manager of W COL. Columbus. ) oung has been with Air
Trails Network since 1945 as account, executive. WING, Dayton; sale.s
manager, WIZE, Springfield. Ohio, and as an executive at W (.01. since
1956. In addition, he is currently director of the Ohio Assn. of Broad-
casters and a member of the Columbus and Ohio chambers of commerce.
The characteristics for a good test market
iCecognizing that Columbus. Ohio, is one of the best test
markets in the nation, man) advertisers have made nation-
al product tests in this citv which have proven successful
lster throughout the nation.
Is your milk hottle square? Columbus. Ohio, women
(iist tried the non-skid, compact bottle in 1944. Thev
liked it. Today. 90/4 of the nation's milk bottles are square.
Ever buy a family-size Coke? Coca-Cola chose Colum-
bus as one city to test this new size in 1956. before offer-
ing it for sale nationalh.
What an ideal test market should be depends on what
vou are testing, and on what kind of market vou want to
test. Some large companies prefer the "big city" test mar-
ket, with an enormous central metropolis and miles of
contiguous and varied suburban areas. More popular for
testing new products are the "average city" test markets.
And when such a city displays all nine of the following
characteristics, it is likely to become Test City. U. S. A.
1. Self-contained market. Metropolitan Columbus is a
relatively isolated and independent market; outside influ-
ences distort tests there less than in most other cities. No
city of more than 35.000 exists within a 35-mile radius.
2. Typical and diversified population. Its citizens are
90' i native born, and 74' , are Protestant. 18' V Roman
Catholic and 2'4 Jewish — closely reflecting America as a
whole.
3. Diversified business and industry. In Columbus.
}oull find industry making airplanes and parts, caskets,
conveyors, construction equipment, electric controls, food
products, hardware, hydraulic and mining equipment,
cilicloth. optical goods, pre-fab homes, plastics, refrigera-
tors, roller bearings, shoes, steel casings and uniforms.
Downtov\n. you'll find insurance companies, and profes-
sional men, railroad executives, retailers and wholesalers:
also federal, state, country, and city government workers;
and professors, scientists and students from three univer-
sities, lour colleges, and the world's largest private indus-
trial research organization. Battelle Memorial Institute.
4. Close to average income level. Columbus departs a
bit from the dieal here, but on the favorable side — with
an average family income of ST. 251. compared with the
national average of $5,921.
5. Stable market. Because no one industr) or business
predominates. Columbus feels depressions and recessions
less than most cities. Manufacturing plants emplo) 79.-
!(K): government. 32,800; farms, another 4,000; college-..
8,000 — and thousands more work in stores and offices of
all kinds.
6. Good distribution facilities. Columbus counts 5.280
letailers selling everything from apparel to zippers: and
<"'12 wholesalers handling food, drugs, tobacco and just
about an) commodit) \ ou can name.
7. Good transportation. A transportation hub. Colum-
bus boasts that it is "half-a-da) awav from half the
U.S.A." It has five major railroads, seven inter-city bus
lines. 100 motor freight lines, seven airlines, a new jet-
size airport and access to four state super-highways.
8. Experience as a test city. You need local help for
most tests — and Columbus knows testing from experience.
Proctor & Gamble, Lever Brothers. General Foods. John-
son & Johnson. Kraft. Campbell Soup. Colgate Palmolive.
Scott. Armour, all have used the cit) to launch successful
new lines.
9. Good record as an indicator. The national success
of such products as Nescafe instant coffee. Lipton's in-
stant tea. Comet cleanser indicate that if vou sell it in
Columbus. \ou can sell it to America.
In selecting test markets, one must not onl) examine
the characteristics of the market itself: there must also be
media available that have the experience of previous test
schedules, are cooperative, and have the research and mer-
chandising facilities to help implement test campaigns. ^
SPONSOR
7 may 1962
69
SPONSOR
The boys get around
Last month marked a bus) travelling time for a number of
broadcasters, and the kind o! travelling we applaud.
More and more radio and tv men are getting out to -ee and
call on important air media advertisers. The TvB's highly
successful presentation in Cincinnati to P&G. Kroger, and
other accounts, carried on the pattern set down last fall in
Detroit.
Following this the TvB Board chartered a special plane
to White Sulphur Springs and the 4 As annual spring meeting.
Their hospitality, in the form of a well-attended cocktail
part) for the assembled agency men was one of the hits of the
Convention.
Is a matter of fact, both radio and tv broadcasters were
very much in evidence at the Greenbrier as invited guests
of the 4As. Frank Fogarty, John Box. and Lionel Baxter were
among the radio men we met at White Sulphur, for instance,
and we couldn't help thinking what a marked and pleasant
contrast this was to the old days, when most 4A guests were
drawn from the print ranks.
All in all, we're delighted to see this growing evidence of
closer ties between broadcasters and advertising men.
A broadcaster speaks out
In this issue we are printing in full (page 28) the remark-
ably forthright and vigorous speech delivered last week in
Wilkes-Barre by Stephen B. Labunski. executive v. p. and gen-
eral manager. WMCA New York.
We urge every one of our readers to read and study Steve's
remarks carefully. They are the courageous, hard-hitting,
but thoughtful and analytical opinions of a man who thor-
oughly understands radio and is completely dedicated to the
medium.
Even more important, they represent one of the few occas-
sions in the history of the industry when a licensed broad-
caster has stood up and expressed himself, publicly and at
length, in opposition to the views of an FCC Chairman.
For this reason alone, it is an historic speech. We need
many more of such forthright expressions. ^
lO SECOND SPOTS
What tv needs is new writers:
The producers of Have Gun, It ill
Travel received a script from a nov-
ice writer which, to sa\ the least. is
different. It's the ston of an old
gold prospector \\li<> got lost in the
desert. He hadn't eaten in several
< la\ ~. and in a last desperate effort to
stave off starvation, lie killed his
faithful dog. Tex. cooked lii'.n. and
ate him. As he ate Tex. he piled the
hones neatly. When he gazed at the
hones, tears came to his eves and he
said to himself. '"Gee. Tex would have
loved those hones."
Special request: Jern Lester, ap-
pearing on WBC's PM show, told
ahout the Martian who walked up
to the cashier at a movie theatre and
said, "Take me to Lolita."
Continental styling: Johnny Car-
son tells ahout visiting a showroom
for foreign cars on Park Avenue. "I
saw this new sports car from I tab
and it had fastidious continental styl-
ing . . . fenders with cuffs, tapered
doors and a button-down grill. There
was one drawback. The exhaust
smelled like garlic. . . . But it was
economical to drive. It could go 50
miles on a gallon. Not of gasoline,
hut of Chianti. Come to think of it,
I could go 50 miles on a gallon of
Chianti too."
The world's greatest novels: Bob
Newhart, on his NBC show, said:
"Some Harvard professor once figured
out that if \ou took an infinite num-
ber of monkeys and an infinite num-
ber of typewriters and let the mon-
ke\s type for an infinite number of
times, they would write all the great
books ever written. If they did this
the\ would, of course, have to have
overseers watching the monkeys. It
would maybe go like this —
"Hev. Harrv. come here a min-
ute, this monkey seem* to have got-
ten something. He's typing along
prettv good. Let's see what he wrote
— 'To be or not to be that is the
siglelackoffcuklor ...'''
Money problems: A rep salesmen
bad tough luck last Friday. He
wasn't able to get to the bank before
3 p.m. with a check for $150 and
the onlv person who would cash it
was a fellow to whom he owned
$100. Take home: $50.
70
SPONSOR
7 may 1962
There's magic behind this marquee!
The magic of WLAC-TV's superb movie programming features exclusively
the best of M-G-M, Warner Brothers, Paramount, .... and now the great,
new Seven Arts packages one and two, (FILMS OF THE FIFTIES).
Twice daily, these box office greats are beamed to the 438,000 families in
the 36 Kentucky, 3 Alabama, and 50 Tennessee counties that rank Nash-
ville as the 38th TV market.
WLAC-TV leads the way with NON-DUPLICATED network coverage,
too. ^ of course!
I
the "way" station
to the central south
►
nashville
Robert M. Reuschle, General Sales Manager
Ask any Katz man — hell show you the way!
■ r
T. B. Baker, Jr. Executive Vice-President and General Manager
to 6 of America's Top 10 Markets
Go straight to the big-buy, big-wallet audiences with RKO
General . . . largest, most powerful independent radio and
TV chain. RKO General stations beam your message to 6 of
the top 10 markets plus one of the South's richest
Over RKO General your product is straightaway
identified with the integrity of adult pro-
gramming . . . gets the coverage that unlocks
tremendous purchasing power.
Whether you use radio, television or the
double exposure of both, you'll sell the largest
markets more efficiently over RKO General
stations . . . markets where 67 million consumers live, work
and buy. Contact your nearest RKO General station or your
RKO General National Sales Division office for details on the
chain that's basic to any national advertising buy.
GENIAL
NATIONAL SALES DIVISION OFFICES
New York: Time & Life Bldg., LOngacre 4-8000
/ Chicago: The Tribune Tower 644-2470
Hollywood: 5515 Melrose, Hollywood 2-2133
San Francisco: 415 Bush St., YUkon 2-9200
A GENERAL TIRE ENTERPRISE
NEW YORK
WOR-AM/FM/TV
LOS ANGELES khj amfm/tv
DETROIT
CKLW-AM/FM/TV
BOSTON
WNAC-AM/FM/TV
THE YANKEE NETWORK
MEMPHIS
WHBQ-AM/TV
SAN FRANCISCO
KFRC-AM/FM
WASHINGTON
D. C. WGMS-AM/FM
I MAY 14 1962
SPONSOR
| THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
14 MAY 1962— 40c a copy / $8 a yea
TV'S WILD TOY-
spin gains more speed
— record $14 million
in net /spot creates kid
show boon p 31
AFFILIATE'S POW-
er — how much have
they? CBS TV's pend-
ing compensation cut
stirs speculation p 34
is now represented nationally by
Radio Division
Edward Petry & Co., Inc.
The Original Station
Representative
i NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
We, the affiliates, congratulate
The Inter Mountain Network
on your New Representation by
61 Radio Stations
DOMINATING
the Intermountain
Empire!
Colorado
KBTR
KGHF
KGIW
KVRH
KLMR
KGEK
KBZZ
KCRT
KCOL
KYOU
KVOR
KRLN
KEXO
KVFC
KDGO
KFTM
KBOL
Idaho
KWIK
KIFI
Denver
Pueblo
Alamosa
Salida
Lamar
Sterling
La Junta
Trinidad
Fort Collins
Greeley
Colo. Sprgs.
Canon City
Grand Jctn.
Cortez
Durango
Fort Morgan
Boulder
Pocatello
Idaho Falls
5000 W
710 K.C
5000 W.
1350 K.C.
250 W.
1450 K.C.
250 W.
1340 K.C.
1000 W.
920 K.C.
1000 W.
1230 K.C.
250 W.
1400 K.C.
250 W.
1240 K.C.
1000 W.
1410 K.C.
1000 w.
1450 K.C.
1000 W.
1300 K.C.
250 W.
1400 K.C.
250 W.
1230 K.C.
1000 W.
740 K.C.
250 W
1240 K.C.
1000 W.
1400 K.C.
1000 W.
1490 K.C.
250 W.
1440 K.C.
5000 W.
1260 K.C
KLIX
KGEM
KBRV
Montana
KBMY
KATL
KPRK
KOPR
KBLL
KXLO
KMON
KYSS
KXXL
KGEZ
KDBM
KOJM
KLTZ
Utah
KALL
KLO
KOVO
KVNU
KOAL
KSVC
ABC Radio West
Twin Falls
Boise
Soda Springs
Billings
Miles City
Livingston
Butte
Helena
Lewistown
Great Falls
Missoula
Bozeman
Kalispell
Dillon
Havre
Glasgow
Salt Lake City
Ogden
Provo
Logan
Price
Richfield
5000 W.
1310 K.C.
10000 W.
1140 K.C.
500 W.
540 K.C.
1000 W
1240 K.C.
1000 W.
1340 K.C.
1000 W.
1340 K.C.
1000 W.
550 K.C.
250 W.
1240 K.C.
1000 W.
1230 K.C.
5000 W.
560 K.C.
1009 W.
910 K.C.
1000 w.
1450 K.C.
1000 W.
600 K.C.
1000 W.
800 K.C.
1000 W.
610 K.C.
250 W.
1240 K.C.
5000 W.
910 K.C.
5000 W.
1430 K.C.
5000 W.
960 K.C.
5000 W.
610 K.C.
250 W.
1230 K.C.
5000 W.
980 K.C.
KVEL
KURA
KUTA
Wyoming
KLUK
KVRS
KOVE
KVOC
Vernal
Moab
Monti. /Blndg.
Evanston
Rock Springs
Lander
Casper
KPOW Powell
KWYO Sheridan
KRAL Rawlins
KFBC Cheyenne
KOWB Laramie
KYCN Wheatland
KASL Newcastle
KIML Gillette
KBBS Buffalo
Nebraska
KNEB Scottsbluff
Nevada
KORK Las Vegas
KELK Elko
New Mexico
KENN Farmington
1000 w.
1250 K.C.
250 W.
1450 K.C.
1000 W.
790 K.C.
250 W.
1240 K.C.
1000 w.
1360 K.C.
1000 w.
1330 K.C.
1000 W.
1230 K.C.
5000 W.
1260 K.C.
1000 w.
1410 K.C.
250 W.
1240 K.C.
250 W.
1240 K.C.
5000 W.
1290 K.C.
250 W.
1340 K.C.
250 W.
1240 K.C.
250 W.
1490 K.C.
250 W.
1450 K.C.
1000 W.
960 K.C.
250 W.
1340 K.C.
1000 W.
1240 K.C.
5000 W.
1390 K.C.
Edward Petry & Co., Inc.
n c=-p
...to cover Michigan I
Just as important as that other leg is
Michigan's 2nd TV market ...that rich
industrial outstate area made up of
LANSING -FLINT- JACKSON and 20
populous cities ...3,000,000 potential
customers... 821,000 TV homes (ARB
November '61) ...served exclusively by
WJIM-TV for over 10 years.
W J I M -TV
BASIC
Strategically located to exclusively serve LANSING . . . FLINT. . . JACKSON
Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA
SPONSOR
14 MAY 1962
DAIRYLAND
JUBILEE!!
• New audience for the
Standard News Roundup
at 10 p.m. Mon.-Fri. . . .
Up 42% (ARB March '62)
• New audience for
DAIRYLAND JUBILEE . . .
now the highest rated local
variety program in Madison!
• Now with 7-ARTS features
and exclusive Milwaukee
Braves baseball. WKOW-TV
can provide a DAIRYLAND
JUBILEE for your sales in
booming Madison, where pay-
roll growth doubles tbe U.S.
average. Join tbe trend to Ch.
27 and be jubilant. Contact
Ben Hovel at ALpine 7-2261,
or your Young TV salesman.
MADISON, WISCONSIN
Ben Hovel, Ccn. Sales Mgr.
Larry Bentson, Pros., Joe Floyd, Vice-Pres.
Tony Moe, Exec. Vice-Pres. & Cen. Mgr.
BZEgfl
Midcontinent Broadcasting Group
VVKOW-AM and TV Madison • KELO-LAND TV
and RADIO Sioux Falls, S. D. • WLOL-AM,
FM Minneapolis-St. Paul • KSO Des Moines
© Vol lb, No. 20 • 14 MAY 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Tv's $14 million toy-spin
31 Toj manufacturers' booming expenditures in both spot and network tv
have focused new attention on expansion and future oi children's shows
More power for affiliates?
34 Pending cutback in compensation to CBS TV affiliates highlights roles
of the three network affiliate associations in station-network relations
Fun's fun — but oh those telephone bells!
36 Hard-working sponsor editors git startling proof of radio power when
Klavan and Finch start phones ringing wildly in office Saturday morning
Commercial tv world wide
38 Study l>\ Nielsen exec lists 47 foreign countries with commercial tv;
all accept spot, all hut 11 allow commercial program sponsorship
A young man with a plenitude of Grey matter
40 At the "ripe old age' of 32, Howard Eaton has shifted from Lever
Brothers to v. p. of programing in hroadcast dept. of Grey advertising
Radio ko's print in suburbia
43 Radio hits retail trading zones in 10 major cities with 83.6% penetration
against -18.6% for newspapers; Buburbs population up 47% in Fifties
Cleaner cleans up with spot
44 ^P"1 television campaign is being gi\en large share of the credit
for the notable sharp increase in four Glamorene cleaning product sales
NEWS: Sponsor Week 7. Sponsor-Scope 23, Washington Week 59. Spot-
Scope 60. Sponsor Hears 62. Sponsor-Week Wrap-Up 66. Tv and Radio
Newsmakers 72
DEPARTMENTS: Sponsor Backstage 15. 555/5th 19. Time-
buyer's Corner 48, Seller's Viewpoint 73. Sponsor Speaks 74. Ten-Second
Spots 74
Officers: Norman R. Glenn, editor and publisher; Bernard Piatt, execu
<ive vice president; Elaine Couper Glenn, secretarv-treasurer.
Editorial: executive editor. John E. McMillin; news editor, Ben Bodec;
senior editor, Jo Ranson; Chicago manager. Given Smart; assistant news
editor. Heyivard Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup,
Mrs. Ruth S. Frank, Jane Pollak; contributing editor, Jack Ansell; columnist.
Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial
research, Mrs. Carole Ferster; special projects editor, David Wisely.
Advertising: assistant sales manager, Willard L. Dougherty; southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spangler; western
manager, George G. Dietrich, Jr.;' production manager, Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs.
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Syd
Guttman; secretary to the publisher, Charles Nash; George Becker, Michael
Crocco, Jo Ganci, Mrs. Judith Lyons, Mrs. Manuela Santalla, Irene Sulzbach;
reader service, Mrs. Lenore Roland.
Member of Business Publications
Audit of Circulations Inc.
EGE.
© 1962 SPONSOR Publications Inc.
SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation, and
Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (11). 664-1166. Birmingham Office: 3617 8th Ave. So.. FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40c\ Printed U.S.A. Published weekly. Second
class postage paid at Baltimore, Md.
SPONSOR
II MAI 1%2
Number one of a series of paid testimonials
"We*
always
to
Jack
Sterling"
•PATRICIA ANNE STERLING, MARY ELIZABETH STERLI NG, CATHARINE JEAN STERLING, SUSAN AOELE STERLING, NANCf EDNA STERLING
'We never miss him cause.. We like the funny things he says... and, the
music makes us want to dance around the breakfast table... and, the
news about whether school is open or not. Now can we have our
allowance, Daddy?" ■ Join the Sterling girls (and most of New York)
in enjoying the Jack Sterling Show, Monday-Saturday, 6 to 10 AM on
WCBS
RADIO
880
101.1FM
A CBS OWNED RADIO STATION
SPONSOR • 14 MAY 1962
It was a great trip.
"60 HOURS TO THE MOON... a fascinating, imagination-igniting hour."
N.Y. Daily News
"Chalk up one for Jim Hagerty's ABC News shop."
Variety
"First-rate documentary."
Newsweek
"Well worth the attention of viewers of any age."
Time
We are obviously gratified at the critical
response to 60 Hours to the Moon.
It was television's full-scale report to the
public on an exceedingly complex subject: our
country's plans for future steps into Space.
It faced scientifically and realistically the
many problems involved; indicated the inestima-
ble new knowledge to be gained; stressed the
opportunities for our youth in the national space
program.
Guided by ABC's Science Editor Jules
Bergman and Astronaut John Glenn, the report
ranged the country for on-the-scene views at
the work in progress. In all, some 20 N.A.S.A.
scientists outlined their parts in the effort.
To take this wealth of technical material
and make it exciting, as well as informative, tele-
vision represented a big challenge. ABC News
is prepared for such challenges.
It should also be noted that Olin, in spon-
soring this program, likewise met a challenge
in its acceptance and fulfillment of corporate
the public inters? ABC Television
14 May 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
TEXACO'S NET MINUTES
Texaco (B&B), just out of NBC TV news, going into
$1.0 mil. summer tv network spot carrier campaign
Texaco (B&B), which has can-
celled out of the Huntley-Brinkley
news strip, is going the way of Mo-
bil— buying into spot carriers.
For NBC TV it's the biggest sum-
mer bonanza yet. Texaco is making
it 70 minutes on 14 different night-
time shows plus Tonight.
The billings for this summer blast
— starting in mid-June and ending
after Labor Day — will come to about
$1 million.
It will be recalled that it was Mo-
bil that innovated for the petroleum
industry the practice of using night-
time network minutes.
After Texaco announced it was not
renewing for the NBC TV news strip
there was a suggestion that the bulk
of its fall budget would go spot.
That may happen, but as far as
the summer is concerned spot tv's
share of the Texaco largess will be
but a trickle. In other words, there'll
be some spot.
RAMBLER SEWS UP RADIO
NETS FOR SPACE SHOT
American Motors (GMM&B) has
sewed up the major radio networks
again for space shot coverage.
The advertiser will use all three
major networks for the second or-
bital attempt scheduled for later
this month.
Rambler also used all the radio
networks to cover the Glenn shot.
NOTICE IMMINENT OF
NEW CBS RATE PLAN
CBS TV stations will be noti-
fied in the very near future of
the new network compensation
plan affecting afternoon rates.
A CBS TV spokesman ex-
plained last week that existing
contracts cover such rate
changes and the contracts will
not have to be renegotiated.
All that is required is CBS' fiat
notification.
It was confirmed that the new
plan would probably go into
effect as of the first of the year.
This means that stations will re-
ceive almost eight more months
of revenue at the present rates.
It was emphasized by a CBS
representative that only after-
noon compensation is affected
by the new plan. It will not
affect any other time area of
network service.
NBC TV to be 68% color
Chicago:
More than two-thirds of NBC TV's
fall nighttime programing will be in
color, sales v.p. Don Durgin told the
RCA distributors here last week.
Durgin estimated it would be 68%
compared to 57% this season and
41% last season.
SRA award winners
Rep. Walter Rogers (D., Tex.) last
week before the SRA urged the in-
dustry to express itself more.
At the luncheon Elizabeth Black
of Donahue & Coe won the Silver
Nail Timebuyer award, William H.
Kearns, vice-chairman of the board
and chairman of the executive com-
mittee of Ted Bates, won the Gold
Key award, and Marianne Monahan,
NL&B timebuyer, won the Chicago
timebuyer of the year award.
ABC's $46 MILLION
7-WEEK SALES SPREE
ABC TV has been doing business
at the rate of almost $7 million a
week, the network announced last
week. It estimates its advance on
1962-63 booked in the past seven
weeks at $46.0 million.
The network's own estimate is that
during the seven week period it
wrote 52% of all business done by
all tv networks, the other two shar-
ing the remaining 48%. The seven
weeks correspond with the period
since ABC TV's new administration
took over.
ABC TV also announced some new
buys made during this period: R. J.
Reynolds, McHale's Men; Armour,
several shows; Breck, Going My
Way; American Dairy Assn. and
Warner-Lambert, Ozzie & Harriet;
Sunbeam in several shows; Block
Drug in nine shows; Bristol-Myers
in several shows; Lincoln-Mercury
in nine shows; and also Mobil Oil,
Schick, Polaroid, and Philco, in sev-
eral shows each.
SPONSOR
14 may 1962
SPONSOR-WEEK/ 14 May 1962
GEN'L MILLS $2.8 MIL
DAYTIME NBC TV NEWS
General Mills put an estimated
$2.8 million into daytime news strips
on NBC TV for next season.
The news kick involves renewal of
the 12:55 p.m. five minute strip plus
a buy of the 10:25 a.m. news seg-
ment which will start sometime be-
fore the end of the year, depending
on clearances.
Last week Thomas Leeming also
bought into NBC TV daytime for next
year, various shows, ordering about
$.8 million of quarter-hours, and
bringing NBC TV's daytime advance
total to about $3.6 million.
Not counted in the tally above are
Bristol-Myer's buy of 52 minutes in
various nighttime shows of the cur-
rent season and Amoco's quarter-
sponsorship of the NFL champion-
ship game.
Sealtest (Ayer) will sponsor a
nighttime Play Your Hunch for 15
weeks this summer.
NAB Radio Review
Code Board reconstituted
Nine leading radio broadcasters
last week were named by NAB pres-
ident LeRoy Collins to serve on a
reconstituted Radio Code Review
Board.
Two executives were newly ap-
pointed and several others were re-
appointed.
Cliff Gill (president, KEZY, Ana-
heim), was reappointed for a two-
year term as chairman. Also reap-
pointed was Robert B. Jones, Jr.
(v.p., WFBR, Baltimore).
Appointed for two-year terms were
Richard H. Fairbanks (president,
WIBC, Indianapolis), Lee Fondren
(station manager, KLZ, Denver), and
Richard H. Mason (president, WPTF,
Raleigh).
The following will continue for the
remaining year of their terms under
the old board: Richard 0. Dunning
(president, KHQ, Spokane), Elmo
(Continued on page 66, col. 1)
gpilllilflllillllilll iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiini
f EDITORIAL f
John McMillin: Editor
Effective immediately John E. McMillin is
named editor of SPONSOR. For the past four
years John has served as our Executive Editor.
As every reader of sponsor knows, he has con-
fi tributed a penetrating knowledge of agency and
advertiser matters, both broadcast and otherwise,
that has left its mark on every issue.
His great powers of expression, coupled with
\rars of practical advertising experience, makes him uniquely fitted
for sponsor's editorial undertakings.
At the time that John was appointed executive editor in 1958, I
said to him. "Our industry is urgently in need of a man who will
speak and write authoritatively and fearlesslv on broadcast advertis-
ing problems, who will help lead in advancing the industry. You
have that opportunity ."
Today I relinquish the title of editor, which I have held since
1949, with great pleasure and with the assurance that full respon-
sibility for sponsor's editorial product is in the hands of a man
who has proved himself eminently qualified for the job.
\Ayv~»*++«' I (j A/x*«*4«v—
GUMBINNER CREATES
NEW RADIO/TV POST
Broadcast billings have expanded
so much at Lawrence C. Gumbinner
— they now account for about 45%
of its total — that the agency has de-
cided to create the post of v.p. of
the tv/ radio department.
Hugh Cohn, who in effect has been
taking charge
of broadcast
matters for
some time,
has been
named to the
post. He'll be
in charge of
programing,
media, and
administration.
Cohn joined Gumbinner in 1958 as
business manager of radio-tv. He
once held a similar post at Grey.
Hugh Cohn
10 may 1962
PUBLISHER
iiiiiiniiiiiiiiiiiiiiiiiiiiiii Him iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM
Oil big in tv news,
weather, documentaries
Petroleum companies assumed a
major role as sponsors of tv news,
weather, sports, and documentaries
in 1961, reports TvB.
Gross time billings in tv were
$40.6 million in network and spot in
1961, slightly higher than 1960. In
1961 spot tv got $21.7 million and
network tv $18.9 million. (In 1960
spot had $24.3 million and network
has $15.7 million.)
About $26 million of the 1961 ex-
penditure in tv went into news,
weather, sports, and documentaries.
Among the leaders were Standard
■Oil of New Jersey, Socony-Mobil,
Gulf, Texaco, Standard Oil of Indi-
ana, Phillips, Sinclair, Sun Oil, and
Atlantic Refining.
The top 15 companies increased
tv spending slightly and cut news-
paper spending slightly in 1961, TvB
reported.
Shell invested in the Leonard
Bernstein tv broadcasts in 1961 and
returned to heavy spot tv and net-
work golf in 1962.
SPONSOR
14 may 1962
New RCA
Cartridge Tape System
with "TRIP CUE" -
Here's the cartridge tape system with something new— trip cue! This unique
feature allows you to record a special trip-cue tone that, during playback,
can be used to start the next device in an automatic or semi-automatic system,
with split-second timing. (In TV operations it may be used to advance slide
projectors.)
Delayed broadcast, spot announcement campaigns, production aids, themes,
station breaks can be handled by the RT-7A with a minimum of effort. Car-
tridge is selected, placed in a playback unit, forgotton until "Air" time, then
instantly played at the flick of a button. Cueing and threading are eliminated.
Check this handsomely-styled equipment against any other for compactness
and design ... Provides transistor circuitry, low power consumption, simplic-
ity of operation! It's one more in a growing line of value-packed new prod-
ucts for radio and television stations from the pioneer in broadcasting. See
your RCA Broadcast Representative. Or write to RCA Broadcast and Tele-
vision Equipment, Dept. HB-264, Building 15-5, Camden, N. J.
The Most Trusted Name in Electronics
RADIO CORPORATION OF AMERICA
1* •□.•:-fp~ - -i-
.:■■'•■■■■;■ M
K
Typical packaging is this attractive
four-unit console with single BA-7
Cartridge Tape Record and Playback
Amplifier and three Cartridge Tape
Decks, as illustrated.
Separate units of this system avail-
able are the Record and Playback
Amplifier, and the Cartridge Tape
Deck. A Cartridge Storage Rack is
also available.
THE MIRACLE OF EASTER/THE MENACE OF COMMUNISM/A PROGRAM OF NEWS EDITED F(|
THIS IS NBf*
One of a series of advertisements which reflects the balance, scope and diversity of NBC's program service.
DflUNG PEOPLE/DEBUTANTES AND A DIVA/A PRECINCT HOUSE AND ATRIP DOWN U.S. 1
RGEST SINGLE SOURCE OF NEWS, INFORMATION AND ENTERTAINMENT IN THE FREE WORLD
SPONSOR-WEEK/ 14 May 1962
AVERY-KNODEL
REALIGNS EXECUTIVES
Avery-Knodel, which put itself un-
der the light of a management study
earlier this year, has made some
sweeping executive realignments.
The following executive changes
were made: senior v.p. Thomas J.
White was put in administrative
charge of the New York office and
made a member of the executive
committee, and senior v.p. Roger H.
O'Sullivan was put in charge of the
Chicago office.
In addition, three new appoint-
ments were announced: Edward W.
Lier has been named director of
sales development for radio and tv,
Robert J. Kizer has been named di-
rector of television sales, New York,
and Donald F. McCarty has been ap-
pointed director of radio sales, N. Y.
Katz agency opening
Philadelphia office
Increased radio national spot ac-
tivity originating in the Philadelphia
area has led The Katz Agency, sta-
tion representatives, to open a ra-
dio office in that city.
Arne N. Ramberg has been ap-
pointed man-
ager of the
new office. He
has been in
media buying
and research
since 1949,
most recently
as time buyer
Arne N. Ramberg at n. W. Ayer.
He was previously associated with
W. B. Doner, Paul Venze Associates,
and Lynn Baker, Inc.
FCC am freeze
Last week the FCC called a partial
halt to accepting new am applica-
tions. The move is the first step in
a series intended to re-examine rules
governing am assignments.
Nielsen 24-market
report going to 30
Nielsen will add six markets
to its rapid 24-market tv rat-
inga sen ice in the fall.
The new 30-market service,
issued 50 times a year and de-
livered four days after the close
of the ratings period, will re-
place the present 24-market re-
port.
The new report will repre-
sent about 50', of U. S. tv
homes and will include Los An-
geles. San Francisco-Oakland,
Portland. Ore.. Buffalo. Mil-
waukee, and New Orleans.
The new service, like the
present one, is intended to
measure three-network markets
which carry programs at "orig-
ination time."
NBC: CBS* CRONKITE
NOT EXPLOITING SlU's
NBC TV is rubbing in what it calls
the lower ratings of CBS TV's early
evening news since Walter Cronkite
began.
Says NBC, Cronkite at 7:15 p.m. in
his first week got only a 10.8 AA
and 29% share during 37.9 SIU,
while the earlier Huntley-Brinkley
had 11.2 AA and 35% share even
despite its lower 31.7 SIU, all ac-
cording to the Nielsen MNA Report
for 23-27 April.
NBC also points out that Cronkite
did not do as well in his first week
as Douglas Edwards in his last week
for which an MNA report is available
(9-13) April), where Edwards' 15.3
AA and 31 share was ahead of
Huntley-Brinkley's 13.5 AA with iden-
tical 31 share.
Reed on L&N's Colgate
Elliot W. Reed last week was ap-
pointed senior v.p. and coordinator
on the Colgate-Palmolive account at
Lennen and Newell.
FRANCIS NAMED ABC TV
COAST SALES V.P.
Vincent A. Francis has been named
v.p., ABC TV West Coast sales.
Francis joined ABC in 1945 as a
disc jockey at KGO, San Francisco,
and has been
in sales since
1947, joining
the radio net-
work in 1947
and national
spot sales as
general man-
ager in 1949. M I/A
He was made Vincent A. Francis
sales manager of KGO-TV in 1951
and sales manager of ABC TV west-
ern division in 1956, shifting his
headquarters to Hollywood in 1959.
Halverstadt elected
P&G advertising v.p.
Albert N. Halverstadt has been
elected v.p. of advertising of Procter
and Gamble. Halverstadt, who joined
P&G in 1930, has been general ad-
vertising manager since 1960.
The post of advertising v.p. has
been open for some time. Its last
occupant was E. A. Snow, now v.p.
of the toilet goods division.
RAB gives awards
to radio commercials
RAB has awarded prizes of $1,000,
$500 and $250 to the creators of
three winning radio commercials
heard in 1961.
First prize went to Stan Freberg
for Meadow Gold dairy commercials
(Hill, Rogers, Mason, and Scott). Ed-
ward A. Trahan, v.p. of W. B. Doner,
and Ralph W. Cummings of Cum-
mings Productions won second prize
for their Gibbs jingle.
Third prize for an F. & M. Schaefer
marching song commercial, was
shared by four BBDO executives:
Radio production head Tom Ander-
son, v.p. and creative supvsr. Jim Jor-
dan, tv/radio musical dir. Joe Horns-
by, and jingle writer Ted German.
12
More SPONSOR-WEEK continued on page 66
mILVVMJKBE
HOW MANY VOICES
SHOULD SPEAK TO -AND FOR
1,063,000 PEOPLE?
Storer Broadcasting Company believes the printed word is not enough to inform, guide
and serve 1,063,000 people. Thus, WITI-TV* is now the authoritative broadcast
voice in Milwaukee. It has a vital role to fill! ... to agree when agreement is proper — to
dissent when the occasion demands — to speak without fear or favor — and induce action
when needed. This is another example of the way Storer suits its programming to the needs
of the communities it serves. IMPORTANT STATIONS IN IMPORTANT MARKETS.
* Represented by Storer Tele-vision Sales, Inc.
LOS ANGELES PHILADELPHIA CLEVELAND
KGBS If'IBG H'JHr
MIAMI MILWAUKEE i CLEVELAND
H'GBS U'lTl-TV
NEW YORK
WHN
TOLEDO
trsPD
ATLANTA
WAGA-TV
TOLEDO
irspD-rr
DETROIT
U'JBK
DETROIT
irjBK-rr
T
STORER
BR(HDC4STI\G COMPANY
VK
ru
■
PMi
%r . %
ml
V-.
••
It happened very suddenly . . . like a good TV
trend should. This spot buying machine became
obsolete when feature films produced by major
Hollywood studios in the Fifties began to appear
on television. Big pictures with big stars and big
up-to-date stories created new audience interest
and record viewing. This increase of sets-in-use
FOR SALE
TV SPOT
BUYING
MACHINE
in all kinds of time periods created new sit
buying opportunities in market after marlt
Now all a really knowledgeable time bu;ar
needs for easier and wiser buying is a little It
Like this list of select stations carrying ji
most impressive post '48 features yet releaj
— those produced by Metro-Goldwyn-Mays.
NEW YORK: 1540 BROADWAY, JU 2-2000 • CHICAGO: PRUDENTIAL PLAZA, 467-5756 • CULVER CITY: MGM STUDIOS, UP 0-3.' 1
THE LIST
markets and
television stations
carrying the
exciting post '48
feature films
01
METRO
GOLDWYN
MAYER
the best pictures
in town
ny, N.Y. WTEN
Miami, Fla.
WCKT
jna, Pa. WFBG
Minneapolis, Minn
., KMSP
in, Texas KTBC
WCCO
irsfield, Calif. KBAK
New Haven, Conn.
WNHC
more, Md. WJZ
New York, N.Y.
WOR
imont, Texas KBMT
Oklahoma City, Okla., WKY
hamton, N.Y. WNBF
Omaha, Neb.
WOW
ilo.N.Y. WBEN
Palm Beach, Fla.
WPTV
npaign, III. WCIA
Peoria, III.
WMBD
ago, III. WGN
Philadelphia, Pa.
WFIL
innati, Ohio WKRC
Phoenix, Ariz.
KTAR
rado Springs, Colo.
Pittsburgh, Pa.
WIIC
KRDO
Portland, Me*
WCSH
is, Texas WFAA
WMTW
mport, Iowa WOC
Portland, Ore.
KATU
rer, Colo. KLZ
Reno, Nev.
KOLO
ine, Ore. KEZI
Rockford, III.
WTVO
, Mich. WJRT
St. Louis, Mo.
KMOX
no, Calif. KFRE
Salt Lake City, Utah, KSL
mville, S.C. WFBC
KUTV
Dlulu, Hawaii KONA
San Antonio, Texa<
,, KONO
inapolis, Ind. WFBM
Scranton, Pa.
WDAU
sonville. Fla. WJXT
Seattle, Wash.
KOMO
mazoo, Mich. WKZO
Springfield, III.
WICS
;as City, Mo. KCMO
Springfield, Mass.
WWLP
tville, Tenn. WBIR
Syracuse, N.Y.
WHEN
yette, La. KLFY
Tampa, Fla.
WTVT
ling, Mich. WJIM
Terre Haute, Ind.
WTHI
Vegas, Nev. KLRJ
Toledo, Ohio
WTOL
mon, Pa. WLYH
Tucson, Ariz.
KOLD
I, Ohio WIMA
Tulsa, Okla.
KVOO
Angeles, Calif. KTTV
Washington, D.C.
WMAL
sville, Ky. WHAS
Weslaco, Texas
KRGV
ison, Wise. WISC
Wilmington, N.C.
WECT
MGIVI
TELEVISION
SPONSOR • 14 MAY 1962
by Joe Csida
JCST3jEj[0
Print media on the defensive
I find the competitive struggle forever fasci-
nating. It's always interesting to watch the intra-
industry battle for pre-eminence between one
station and the next, one network and its neigh-
bors. But the tussle that often strikes me as
exceptionally amusing and frequently exciting is
the one between broadcasting and its major me-
dia competitors, the newspapers and magazines.
On a Tuesday afternoon during the recent National Association of
Broadcasters Convention in Chicago I took a breather and sat down
with the Chicago Tribune. I came upon a most interesting full
seven-column ad, part of the body copy of which said:
". . . There is a dinosaur aura about some of America's larger
magazines these days. An overconcern for bigness and a dim-eyed
disregard of the mental level of the content.
"Why the drive for pumped-up circulation? There are two an-
swers, both of them less than brilliant. First, an urge to say, 'I'm
bigger'n you are!' and claim a dubious kind of leadership-by-the-
numbers. Second, a quixotic effort to compete with television in
the ciphers game."
What happened to Rex?
That ad, in case you missed it, wasn't run by a television network
or station. It was an ad for The Saturday Evening Post. Its head
said: "What on earth happened to Rex?" The Rex referred to was
Tyrannosaurus rex, a reverse line drawing of whose skeleton deco-
rated the upper center of the layout.
The lead paragraph said:
"His body grew bigger and bigger. His brain didn't. Things
changed. He was too dumb to change. Though he ruled the earth,
he perished."
Then, of course, is made the previously quoted point about maga-
zines who try to compete for mass audiences with television. Of
course the theme of the Satevepost pitch is in these paragraphs:
"Even more important is the dinosaurs' seeming ignorance of the
cultural effects of television and the Sputnik.
"The two go together, for the Sputnik awakened in this nation a
new-found need to know. A need that is greater today after five
years of growing. And television, with its great national reach, has
failed by and large to satisfy that need."
I don't know by how much of a "by" or by how large a "large" the
Post feels television has failed to satisfy this need for knowledge but
I could surely fill the rest of this column with a long list of shows
which satisfy many needs for knowledge on an almost unlimited
range of subjects.
{Please turn to page 571
15
MODERN RADIO IN AC
T
CCO RADI
delivers record-breakin
i
/
^
r
i
NOV.-DEC. 1961
H,
SPONSOR • 14 MAY 1962
Six times in the last 12 Nielsen re-
ports, WCCO Radio has broken its
own share of audience record. Now
it is a mammoth 68.6%. ■ This
amounts to twice as many listeners
as all other Minneapolis-St. Paul sta-
tions combined. And it is the great-
est share reported for any station in
the 32 major markets measured by
Nielsen. B Record-breaking accept-
ance is the direct result of today's
concept of modern radio in action.
At WCCO Radio, this means full-
size programming that is keyed pre-
cisely to the tastes and needs of
1,085,370 radio families. ■ Modern
radio can also open the way to new
sales records for you throughout the
giant 124-county area served so well
by WCCO Radio— one of the great
stations of the nation!
WCCO RADIO
Minneapolis* St. Paul
Northwest's Only 50,000-Watt 1-A Clear Channel Station
Represented by
CBS
• • • RADIO
• •• SPOT NEW YORK • CHICAGO • DETROIT. ST. LOUIS
• • • SALES LOS ANGELES . SAN FRANCISCO • ATLANTA
SPONSOR • 14 m^y 1962
IT
MUSIC NOTED...
Boston Symphony Orchestra in a series of 13 one-hour TV
Concert Specials has already been sold in these markets:
WNEW-TV, New York, N. Y.
WJBK-TV, Detroit, Mich.
WHDH-TV, Boston, Mass.
WTTG, Washington, D. C.
WMAR-TV, Baltimore, Md.
WGR-TV, Buffalo, N. Y.
WTVN, Columbus, 0.
WTRF-TV, Wheeling, W. Va.
WICU-TV, Erie, Pa.
WABI-TV, Bangor, Me.
KFSA-TV, Ft. Smith, Ark.
KOLO-TV, Reno.Nev.
The concerts, featuring the world renowned 104-piece orchestra to
be conducted by Charles Munch and Erich Leinsdorf, will include the
works of Beethoven, Haydn, Hpnegger, Schumann, Franck, Milhaud,
Piston, Mozart, Bach, Copland, Handel, Diamond, Purcell, Wagner,
Mendelssohn, Sibelius and Brahms.
SEVEN ARTS
ASSOCIATED
CORP.
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD.
NEW YORK: 270 Park Avenue YUkon 6-1717
CHICAGO: 8922-D N. La Crosse, Skofcie, III. ORchard 4 5105
DALLAS: 5641 Charlestown Drive ADams 9-2855
LA: 232 So. Reeves Drive GRanite 6-1564-STate 8 8276
• r Of,
/,
?■■/.'
'■ £) ■ 2
'..'■ i -if
,« J
,t i
muL
^^Ht^
A world of readers
On page 8 {Sponsor-Week) of the
April 23rd issue of sponsor you car-
ried a story, continued on page 64,
regarding the fact that KBOX-Dallas
and KXOL-Fort Worth had appoint-
ed Robert E. Eastman as our repre-
sentatives. We appreciate the pub-
licity very much; however, the arti-
cle stated that KXOL is a Balaban
station, which is not true. We have
a working arrangement with KBOX,
a Balaban station, in which we sell
the two in combination nationally.
KXOL is a member of the Wendell
Mayes Radio Group, Texas' largest
radio chain, and you evidently have a
world of readers because this story
has been called to my attention nu-
merous times.
Inasmuch as it has attracted at-
tention, it will be greatly appreciated
if you will clarify, in a future issue,
that KXOL is a Wendell Mayes sta-
tion and not a Balaban station.
Earle Fletcher
manager
KXOL
Fort Worth
Texas
Managerial status unchanged
There seems to be some confusion as
to the actual status of WQXR AM
and FM and its recent transfer of the
managerial duties of the QXR Net-
work.
The operation of WQXR AM and
FM has in no way been affected. It
remains a wholly owned subsidiary
of The New York Times under the
same management as it has been for
the past 25 years. The Interstate
Broadcasting Co. never owned any
network, as such. We merely acted
as management for QXR Network.
The point is that there has been
absolutely no change whatsoever in
the managerial status or the owner-
ship of WQXR AM and FM. I think
that the second paragraph on page
58 (Sponsor Hears) of the April 30
issue of sponsor might be subject to
misinterpretation, and I would ap-
preciate it if you would clarify this.
Norman S. McGee
vice president
WQXR
New York
The item referred to said WMCA remains the
lone radio station in N. Y. which is inde-
pendently owned and operated.
Passing the credit
Your article, "How Radio 'Pictures'
Color," in the 16 April issue, con-
veyed in grand fashion the fine story
of the current radio campaign under-
taken for our client, W. P. Fuller &
Co., by our San Francisco office.
As sponsor reported, many who
"previewed" the Fuller messages con-
sidered them "something of a renais-
sance in advertising."
Don't you agree that our client de-
serves special credit for encouraging
such an unusual and daring approach
lot' selling paint?
S. J. Frolick
sr. v.p.
dir. 1 i -radio
Fletcher Richards,
Calkins & H olden
New York
More on Burnett suite
With reference to the Sponsor Speaks
article in your 23 April issue, ti-
tled "An Apology to Leo Burnett,"
let's set the record straight. Leo
Burnett was not the "first agenc\
suite ever at the NAB."
The J. Walter Thompson Agency
maintained a hospitality suite at the
last four Conventions. Of course they
were never listed on any convention
board, nor did they ever put up any
signs, but their hospitality has be-
come a tradition among those who
know their way around.
Lawrence Webb
mngng. dir.
Station Representatives Assn.
New York
BIGGER than
SACRAMENTO - STOCKTON
One Buy Delivers
IDAHO - MONTANA
plus 1 1 counties in Wyoming
at lower cost per thousand
SKYLINE TV NETWORK delivers 10,100 more
TV homes than the highest rated station in
Sacramento-Stockton at nearly 1 8% less cost per
1,000. SKYLINE delivers 92,300* nighttime
homes every quarter-hour Sunday through Satur-
day. Non-competitive coverage. One contract —
one billing — one clearance. Over 254,480 un-
duplicated sets in 5 key markets. Interconnected
with CBS-TV and ABC-TV.
KID-TV Idaho Falls
KLIX-TV Twin Falls
MONTANA - KXLF-TV Butte
KFBB TV Great Falls
KOOK-TV Billings
TV NETWORK
P. O. Box 219
Idaho Falls, Idaho
Call Mel Wright, phone JAckson 3-4567 - TWX No. I F 1 65
or your nearest Hollingbery office or Art Moore in the Northwest
SPONSOR
14 MAY 1962
19
The Embassy of South Africa
His Excellency Dr. W. C. Naude,
Ambassador of the Republic of South Africa
to the United States, and Mrs. Naude,
on the balcony of the Embassy . . .
another in the WTOP-TV series
on the Washington diplomatic scene.
WASHINGTON, D.
Represented by TvAR
POST- NEWSWEEK
STATIONS A DIVISION OF
THE WASHINGTON POST COMPANY
Photograph by Fred Maroon
A
Untrumped
honor
In meaning and significance the coveted Seal of Good Practice is an unexcelled honor in broad-
casting. WPIX-11 is singularly proud in being the only independent TV station in New York
whose high commercial standards and practices has merited this emblem of the conscientious
broadcaster. It is also your guarantee that this television station measures up.
where are your 60-second commercials tonight?
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Interpretation and commentary
on most significant tv/radio
and marketing news of the week
SPONSOR-SCOPE
14 MAY 1962
Copyright 1902
SPONSOR
PUBLICATIONS INC.
The medium's wheel has certainly come to a full term when the tv networks
find themselves hoping that Colgate's new buying policy doesn't become too con-
tagious.
That policy essentially is this: commitments for network time are limited to 13
weeks so that the Colgate brands and marketing people may at the end of each quarter
be in a position to reappraise and reevaluate their needs, particularly in the daytime
area.
For Colgate the policy serves as a safeguard against a continuing overextension of
brand budgets, but for the networks it's obviously not so good: they must keep anticipating
a certain amount of cancellations and keep noting what pieces of the competition's busi-
ness they may be able to pick up to make up for such losses.
Difference between Colgate and other major network customers: while they do reserve
the right to cancel at certain periods, they still issue 52-week contracts.
Hamm Brewing (Campbell-Mithun), which makes no bones about attributing
much of its success to spot tv and radio, seems to have Philadelphia as the next
point of invasion.
The Minneapolis-St. Paul-based operation went westcoast about a year and a half ago
and has also lodged footholds in Baltimore, Washington, Virginia and North Carolina.
Even though the Philadelphia go signal has yet to come, Hamm is taking a look at
Philadelphia spot availabilities.
Pet Milk's Sego (Gardner) keeps pressing Metrecal (K&E) in the meal-in-a-
can-dietary-control sweepstakes.
After grooving itself in southern markets, Sego is moving northward with a three-week
introductory campaign in spot tv, focusing on its new chocolate malt flavor.
Of special note about Sego: it was introduced when the spate of Metrecal com-
petitors were giving up the ghost.
Source of Sego's strength: (1) it went for the can when interest in liquid dietary
controls were at their height; (2) the brand went into vending machines along with
other beverages and at the same price.
Transfer of the Nescafe account from Esty to McCann-Erickson should have
happy boding for tv network and spot daytime.
McCann-Erickson used daytime for Nestea with eminent success last year. Its reputed
philosophy is that a similar job can be done for Nescafe by concentrating the thrust
in the daytime area.
P.S. : General Foods is also taking a sharp look at daytime expansion in behalf of
its Yuban and Maxwell House brands.
From the manufacturing point of view Hollywood has become so dependent on
tv that the production of boxoffice film has the aspect of the tail on the dog.
An avenue of comparison is total hours of film and it broke down this way for 1961:
Boxoffice features: total shows, 254; give them an average of two hours and you've
got around 500 hours of film.
Tv entertainment: total shows, exclusive of syndication, 79, which added up to
61 hours; multiply this by the number of originals (which averages at 36) and you've got
a total of 2,296 hours.
SPONSOR • 14 MAY 1962
23
I
SPONSOR-SCOPE continued
DuPont's antifreeze division (BBDO) will confine its tv network activity to the
company Show of the Week (NBC TV) for this winter's promotion, with a good
possibility that spot tv will also be used.
Spot radio (over 100 stations) will continue to be a staple in the division's media
plans.
Heublein's A-l sauce (Fletcher,R,C&H), a comparatively small brand in the
food field, will have reached the status of bigtime in this respect: it will be on all
three tv networks.
The condiment's now on ABC TV and CBS TV daytime and it's bought about $150,000
worth of scatter minutes, also daytime, on NBC TV.
About $50,000 was spent on the sauce in spot tv last year.
General Mills' cereal division will continue through next season its buying
formula for the Rocky & His Friends strip on 70 stations.
The deal: the station buys the cartoon from the producer, General Mills obligates itself
for two spots a day and the remaining spot is sold by the station.
ABC TV appears bent on helping CBS TV and NBC siphon off the kid-appeal
business that has been drifting away bit by bit from the early evening schedules.
Both CBS TV and NBC TV have established little empires for this sort of money in the
Saturday morning span, with CBS TV running six half -hour shows and NBC TV,
five.
Come the fall ABC TV will have a number equal to NBC TV's.
From indications Gulton Industries (Compton) will be spending three times
as much as it did last year year in tv for its Christmas promotion of self -recharging
flashlights and transistor radios.
It will have minutes in Jack Paar's weekly show and Tonight and a substantial spot
tv campaign in at least the top 20 markets.
S. C. Johnson is getting more and more involved in product diversification — and
incidentally posing, like a number of other fast-growing firms, a problem for tv
networks in the area of product protection.
To its list of floor waxes, insecticides, air refresheners, auto polishers and shoe polishers
Johnson has added a lawn fertilizer called J-Way. The newcomer's being tested in small
tv and radio markets via FC&B.
Speaking of waxes, it may be pertinent to recall how Johnson got into that business. It's
main business when it was founded in 1886, was the handbuilding of parquet floors. In-
quiry from floor customers on how to care for the wood led to the manufacture of the
wax. Armstrong Linoleum lately got into this wax-making act.
NBC TV Sunday afternoon (4-5 p.m.) inherits this January the 13 Wonderful
World of Golf hour programs, which Shell Oil is sponsoring for the second con-
secutive season.
The series ran on CBS TV this season, but that network will have no room for it be-
cause of the need for the same hour for the Sunday Sports Spectacular.
Agency for these events, which costs Shell about $150,000 each in time, talent,
etc., is Kenyon & Eckhardt.
24 SPONSOR • 14 MAT 1962
SPONSOR-SCOPE continued
The entertainment specials in March, according to NTT, got a better average
rating than the same class of programing scored in February or January.
Following are the March specials and their average audience count:
AVERAGE AUDIENCE
PROGRAM
PERCENT
HOMES
Milton Berle
23.7
11,613,000
Hollywood Melody
21.6
10,584,000
Bob Hope
26.8
13,132,000
Tonight in Samarkand
19.6
9,604,000
Young People's Concert
9.4
4,606,000
Average for March
20.2
9,898,000
Average for February
18.6
9,114,000
Average for January
15.3
7,483,000
An interesting contrast: during the same month of March there were six infor-
mational specials and these, as revealed by NTI, wound up with a 11.1 average.
Those six in terms of rating and homes per average minute:
The Great ChaUenge 4.3 2,107,000
Thresholds for Tomorrow 9.7 4,753,000
Westinghouse— The Land 12.0 5,880,000
The Real West 19.1 9,359,000
NBC White Paper 5.0 2,450,000
US#1: American Profile 16.7 8,183,000
Average 11.1 5,439,000
Remington Shaver (Y&R) keeps piling up its Christmas promotion eggs in
network tv.
It's bought four minute participations in NBC TV's 11th Hour, which makes 43
spots to be used on that network alone for the four weeks starting 20 November.
The selective spot schedule won't be up for placement for three-four months.
The daytime gentry at ABC TV are playing the fall program slotting close to
the vest.
They think they've got an ace in the hole with the Father Knows Best reruns and they're
not going to fix the series' slot until the competition officially announce to advertisers
their own faU daytime lineups.
The prime nighttime schedule on the tv networks this fall will account for only
three more regular series than the year before : film wiU still account for 73% of all
programing, and a bit more if you include the series that use both live and film.
total hours for the fall schedules, as worked out by
ALL LIVE OR TAPED ( % )
4 (12%)
9 (25%)
5 (17.8%)
18 (18.8%)
HRS. LIVE OR TAPED ( % )
3 (12%)
6i/2 (26%)
41/2 (18%)
14 (18.7%)
25
The ratios by
total shows and
SPONSOR-SCOPE:
NETWORK
# FILM SHOWS ( % )
ABC TV
27
(84.3%)
CBS TV
24
(66.6%)
NBC TV
19
(67.8%)
Total
70
(72.9%)
NETWORK
# FILM HOURS (%)
ABC TV
2iy2
(86%)
CBS TV
161/2
(66%)
NBC TV
171/2
(70%)
Total
551/2
(74%)
SPONSOR • 14 MAY 1962
LIVE & FILM (%) TOTAL
1
(3.2%)
32
3
(7.4%)
36
4
(14.4%)
28
8
(8.3%)
96
HRS. LIVE &FILM (%)
TOTAL
%
(2%)
25
2
(8%)
25
3
(12%)
25
51/2
(7.3%)
75
SPONSOR-SCOPE continued
Those concerned with the promoting of tv see Metropolitan Life's sponsorship
of CBS TV instant news specials this fall as a felicitous breakthrough for the medium.
Tv will then have the two largest life insurance companies, namely, Metropolitan and
Prudential. The third, Equitable, was around early last year for about $400,000.
The Newspaper Advertising Bureau is seeking another $600,000 to its war chest
to combat the continuing inroads of tv.
It's already operating on $2.2 million, but it says it needs the added money to increase
its sales staff from 18 to 26 and for research.
Pitching target : 500 advertisers with budgets of $1 million and over and 140 agen-
cies with billings of $5 million and above.
Points of comparison: (1) the TvB operates on a budget of $1 million: (2) in '61
newspapers billed $3.5 billion, while tv garnered around $1.3 billion from time, talent
and production.
Looks like P&C has about made a choice of what brand name will eventually
be identified with its cooking oil.
It's been testing two, Crisco and Puritan. The odds are on the old standby, Crisco.
However, the Puritan label will go on being tested for another year. P&G had
set up a two-year test for the pair, and the company makes a policy of letting a plan continue
through its designated completion date.
Crisco Oil last year spent about $600,000 in spot tv, as against Puritan's outlay
in that medium of $200,000.
So that no one appears slighted, it should be noted that S. C Johnson is using
ABC TV as well as NBC TV for its annual summer blitz.
The ABC TV commitment entails over 100 minute participations.
Broadcasters will be interested to know that the breed of agency looking for
data with which to program its computers has already run into a set of conditions
proposed by one sector of the print medium.
That sector is the business papers, at least the leaders among them.
What these business papers are asking: (1) the computer-using agencies get to-
gether and decide just what information they want for their programing, what form
it is to take and how often they want it; (2) this standardization be handled through
the 4 A's; (3) the cost of furnishing the data be kept within bounds.
What the business papers are trying to avoid is having to "reshuffle the cards" for
every interested agency and finding themselves not only in constant confusion but
spending as much as $50,000 a year for the researching of the required material.
The tv network nighttime spot carrier has tended to strengthen the networks'
position in this particular respect : the use of full station lineups.
Participating advertisers have been persuaded into accepting the networks' claim that it's
difficult to get clearance for carriers unless the order stipulates full sponsorship in
consecutive weeks.
It's somewhat different in daytime. Because of the economics of the business, the num-
ber of stations in the lineup of a participating advertiser can vary from day to day,
or week to week.
For other news coverage in this issue: see Sponsor- Week, page 7; Sponsor
Week Wrap-Up, page 64; Washington Week, page 59; sponsor Hears, page 62; Tv and
Radio Newsmakers, page 72; and Spot Scope, page 60.
26 sponsor • 14 may 1962
**"
Good TV also calls -For the right Perspective.
WCSH-TV's "Perspective" series publicly probes and analyzes life in its coverage
area. This series, produced by the Channel 6 News Staff, delves into such timely topics
as correctional institutions, educational TV, the vacation industry, the fluoridation of
water, medical research and hospitals. In fact, anything that is of interest to the State of
Maine is apt to be on "Perspective."
Films from the "Perspective" series have been used for classroom work at
Columbia University, The University of Maine, Maine nursing schools, and
numerous private showings. The American Heart Association's 1960 Howard W.
Blakeslee award was won by the "Perspective" documentary film on open heart surgery.
'Perspective" is a new dimension in public service
to the people of Maine by
WCSH-TV
CHANN
6
NBC for
PORTLAND
MAINE BROADCASTING SYSTEM
THE KATZ AGENCY, inc.
National Representatives
sponsor • 14 may 1962
27
m
2«
Where
were you
on the
night of
April 28?
In New York, just about everybody was
tuned to the Schaefer Award Theatre,
for the New York television premiere of
"The Caine Mutiny," on Channel 2.
Broadcast from 11:15 pm to 1:34 am-
weil after normal peak viewing hours-
this post-'50 Columbia blockbuster scored
the highest rating (34.2) of any program
(network or local) on any station at any
time during the entire week. In fact,
it achieved the highest rating of any
program for the entire month, with the
single exception of the Academy Awards
broadcast! Its record-breaking 85.3
per cent share of audience completely
swamped the five-station competition.
Amazing? Yes, but not so unusual for the
station which consistently-month after
month, year after year-delivers the
biggest audience in the biggest market in
the nation. In other words, keep your eye
(and your advertising!) on Channel 2...
like 'most everyone else. U/nRQ-TV
CBS Owned
Source :Arbitron
7-COUNTY PULSE REPORT
KALAMAZOO-BATTLE CREEK AREA — SEPTEMBER, 1961
SHARE OF AUDIENCE — MONDAY-FRIDAY
6 A.M. - 12 NOON
12 NOON -6 P.M.
6 P.M. - 12 MIDNIGHT
WKZO
Station "B"
Station "C"
30
24
34
18
16
13
7
9
13
BUT... With WKZO Radio You'll Cover
The Face Of Greater Western Michigan I
In every one of 360 quarter - hours between 6 a.m.-
Midnight, Mon. thru Fri., WKZO outpulls all competitors
in Kalamazoo - Battle Creek and Greater Western
Michigan. (Pulse, Sept., 1961.)
The 1961 NCS Advance Listing credits WKZO with
reaching 40.4% more homes than all other Kalamazoo
stations combined.
Greater Western Michigan is a fast-growing market.
Kalamazoo alone is expected to outgrow all other U.S.
cities in personal income and retail sales between 1960
and 1965. (Sales Management Survey, June 10, 1960.)
Ask your Avery-Knodel man for all the facts!
%The mustache of Masudiya Din of India measures 81^ feet from tip to tip and is still growing.
WKZ0-TV — GRAND RAPIDS-KALAMAZ00
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZ00
WWTV — CADILLAC-TRAVERSE CITY
K0LN-TV — LINCOLN, NEBRASKA
WKZO
CBS RADIO FOR KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN
Avery-Knodel, Inc., Exclusive National Representatives
SPONSOR • 14 MAY 1962
SPONSOR
14 MAY 1962
TV'S $14 MILLION TOY-SPIN
Dizzying speed of toy-kid show revolution (near $11 million in spot,
over $3 million in network) has industry happy — and frankly worried
Tmelease last week of toy industry
expenditures in spot and network in
1961 by Television Bureau of Adver-
tising, plus astronomical estimates
for 1962, has again focused attention
on an industry classification that has
become increasingly more contro-
versial, as well as an area of pro-
graming that has mushroomed in re-
cent years.
Toy manufacturers spent $10,-
805,000 in spot television in 1961.
They spent $8,255,000 in the fourth
quarter alone, a head-spinning 121 %
increase over the fourth quarter of
1960. Concurrently, they showered
$3,152,337 on the networks. Alto-
gether, they made television $14 mil-
lion richer last year.
Even more significantly, they cre-
ated a demand for expanded "kid"
programing that will have a decided
influence on stations, networks, syn-
dicated film companies and other na-
tional advertisers this fall. Newton
Minow may have started the revolu-
tion, but the dazzling parade of plas-
tic missiles, plastic rockets, plastic
spaceships — not to mention the mil-
lions of now-plastic tin soldiers — are
a solid army behind him.
Here's what the "revolution" por-
tends, according to a sponsor survey
of networks, stations, reps and film
houses, toy manufacturers and their
advertising agencies:
• An expansion of both vertical
I Monday-through-Friday ) and hori-
zontal (Saturday and Sunday) chil-
dren's programs, both locally and on
networks, highlighted by two mean-
ingful developments: more network
affiliates dropping such late afternoon
fare as CBS TV's Edge of Night to
program kid shows localb , and the
emergence of ABC TV as a full-
fledged contender for a slice of the
kiddie pie.
• The distinct possibility that in
this particular area, spot tv not only
will continue to outdistance the net-
works ( in terms of kid show adver-
tisers), but in many respects grand-
TOYS AND MORE TOYS: 1961 's record-breaking use of tv kid shows will be even bigger
in 1962. Two advertisers' items, Louis Marx's (top) and Remco's, will again be top contenders
SPONSOR
14 MAY 1962
31
'DISCOVERY'— ABC TV's late afternoon children's strip (4:30-4:50 p.m. M-F) debuting this fall— will limit toy advertising to less than 50%
commercial time. Network tags show 'constructive entertainment,' has subjects such as children in Arctic (I), life aboard atomic submarine
slam them, even blitz them.
• A revenue bonanza for indepen-
dent tv stations, since these are able
to program many more hours of kid
shows than are network affiliates, and
since — as one agency man told a
sponsor editor — "there's so much
toy money around this year it's like
a madhouse."
• A direct challenge to the syndi-
cated film companies to meet the new
"quality'" approach of the networks
with less slapdash product for seg-
mented local live children's shows.
• More standardization of rate
structure and advertiser protection
practices — that is, a larger number
of stations are expected to follow the
trend toward flat rates, as opposed to
the traditional frequency discount
policies, as well as the more industry-
wide trend toward product, but not
corporate, protection.
• A more accelerated revolution
in the toy industry itself, tv's influ-
ence manifesting itself in the types
of toys manufactured (more "active"
toys as opposed to "passive" ones,
those lending themselves best to dem-
onstration techniques) ; in the crea-
tion of more seasonal items; in the
competitive race toward 52-week
schedules as opposed to the familiar
Christinas push only.
• A sober warning from several
agency account executives — those di-
rectly involved in the toy market
boom — that the bubble could burst
wide open one of these days. Rea-
sons? The situation is wild, gettin°
further out of hand: the exploitation
of children's imaginations, in-
nocences, and natural desires raises
serious ethical questions.
These signs-of-the-times, most in-
dustry observers note, are especially
remarkable in view of the fact that
less than three years ago names like
Mattel and Remco, though not un-
known to tv. were hardly sizeable in-
fluences, while Louis Marx Co. — one
of the nation's largest toy manufac-
turers— wasn't in the tv picture at
all. Now, alongside Ideal, Lionel,
American Doll & Toy, Parker. Ken-
ner, Emenee, Horsman Dolls and
dozens of currently less-prominent
comers, they're not unlike sooners in
an Oklahoma land rush.
"It used to be feast-and-famine in
kid shows," says Bob Hemm, account
executive at Blair-TV and coordina-
tor of toy advertising. "From Sep-
tember through December, the shows
would spring to commercial life, but
the other eight months were pretty
WJXT study reveals parents' attitudes
PURCHASING INFLUENCE OF CHILDREN UNDER 7
35%
35%
13%
17%
Very
Slightly
Some
No
Strong
Strong
Influence
Influence
Influence
Influence
THOUGH LIMITED both in subject and sample size, this recent study of parents' attitudes
toward purchasing influence of children (conducted by William Wahl Associates research firm
32
SPONSOR
14 may 1962
barren. Now it's not only a question
of supplying time on existing shows,
it's a question of supplying shows
themselves — and not only new shows,
but more inventive ones."
In both network and spot, this
seems to be the over-riding senti-
ment. A random check of stations,
for example, reveals these general
patterns:
1. Identification with a kid show
personality is no longer so important.
At one time the personality was a
key factor in toy manufacturers"
buys. But with multi-toy advertising
now a fact of life, the personality is
indigenous to the show, not the toy.
2. The live format with film seg-
ments is the most popular at present,
shows every sign of continuing to be.
The all-live format is fast fading
from the scene, with kids themselves
demanding more professional fare.
As for the film segments, Popeye,
The Three Stooges and Bozo the
Clown are still the most successful
audience-getters, with older series
such as Our Gang still a factor. But
more recent five- and 10-minute
shows like Mr. Magoo, Dick Tracy,
Space Angels, and Super Car are
strong contenders, with Wizard oj
Oz, Pinnochio, and several foreign-
made vehicles beginning to catch on.
Still others, such as Romper Room
(now in 93 cities in the U. S., Puerto
Rico and Canada I and Ramar of the
Jungle are being used successfully.
But the need for expanded and newer
syndicated efforts is pressing. Mickey
Mouse goes back into syndication
this year, available in September, and
other cartoon and "filler" segments
are in the hopper, but many stations
are crying for more scientific, more
real-world fare.
3. There is still no great demand
for earlier morning "tot" program-
ing by the toy manufacturers. Their
concentration is mainly on strips and
Saturday/Sunday shows, all aimed
at the six-to-12 age groups. With
corporate protection no longer vital,
LOCAL KID SHOW format using live studio with film segments is now in majority, as exem-
plified by Jungle Jay Show on WKBW-TV, Buffalo, where safari set leads into jungle-type films
s toward children's purchasing power
PURCHASING INFLUENCE OF CHILDREN BETWEEN 7 AND 13
31%
31%
22%
16%
Very
Strong
Influence
Slightly
Strong
Influence
Some
Influence
No
Influence
for
sell
WJXT (TV), Jacksonville, Fla.) provides encouraging data for advertisers reaching and
ing children via tv. The largest percentage of parents in 355 homes checked some influence
or even necessan . their buying hab-
its have changed radically, too, in the
last year or so. Where many once
looked for a single strip in kid pro-
graming, they now tend toward two
and three strips, upping their buys
from three to five spots per week to
twelve and fifteen per week.
4. Saturday and Sunday shows
are more attractive to the toy adver-
tisers than they were a few seasons
back, mainly because of stations'
cross-promotion efforts. Unlike most
other program types, kid shows can-
not be promoted in newspapers, mag-
azines, etc., because of obvious limi-
tions of child readership. Thus the
entire promotion burden is on-tv it-
self, and most stations report over-
whelming successes in the ability of
strip "mother" shows to create audi-
ences for the week-end offspring.
5. Encouraged by the success of
the toy people, other national adver-
I Please turn to page 52 I
SPONSOR
14 may 1962
33
ABv, TV affiliates chairman, John F. (Jack)
Dille, Jr., is pres., WSJV-TV, Elkhart-South
Bend, Ind., publisher-editor, Elkhart Truth
CBS I V affiliates chairman is Thomas Chaun-
cey, who is also president and general man-
ager of station KOOL-TV, Phoenix, Aril.
NBC TV affiliates chairman, Jack Harris,
is vice president and general manager of
KPRC-TV, the Post station in Houston, Tex.
MORE POWER FOR AFFILIATES?
^ SPONSOR analyzes traditional and future strength
of the affiliate groups in influencing network policy
^ The role of the three tv affiliate associations is
dramatized by pending compensation cutback at CBS TV
/%t the Waldorf-Astoria Hotel in
New York last week, two important
developments were taking place. First,
there was the widely watched meet-
ing of CBS TV with its affiliates to
discuss a possible cutback in their
compensation of between 6 and 7%.
The second development — mostly
ignored in the excitement of wonder-
ing how a network would sell its sta-
tions on accepting less money — was
possibly the more important since it
put the spotlight on a little-known and
exceptionally powerful phenomenon
known as the television affiliates asso-
ciation.
Ten years ago, any such move to
reduce station payments would have
had the curmudgeon, station opera-
tors making trade paper headlines
with their blasts of the networks. And
in those days, and earlier, such noted
mavericks as Stan Hubbard. Walter
Damm, George Burbach and Bob
Covev. among others, gave network
executi\«-« the needle at the drop of a
noodle; and often gave the NAB and
the FCC a nudge or two, too.
And while it is true that the com-
pensation cutback might still erupt
into print, it is also true that little, if
any, of the cut. thrust, and parry of
the current negotiations is being
played in the press. Rather these,
and other problems, are being and
have, for the last decade, been re-
solved internally in an efficient, effec-
tive and adult manner by the affiliate
associations.
Each of the three television net-
works has such an association and.
while each differs in degree, each is
dedicated to providing two-way com-
munication that keeps the network
aware of what its affiliates think,
want, and need; and keeps the affili-
ates posted on what the network is
planning, preparing and programing.
And they work and work well!
As one network station relations
chief put it. "The affiliates are like
our exclusive franchised dealers.
Their association is a two-way sound-
ing board that takes the guesswork
out of our relationship. Working with
their board means each of us can
work with a small group, can be can-
did with each, can cover touchy
topics frankly and honestly, and can
respect each other."
Or, as one association executive
said, "The network affiliate relation-
ship provides an opportunity for a
healthy give and take. Both sides
work at it and we've found the net-
work responsive to our needs. Ma\l>r
it works because each of us tries to
meet the other halfway, but it works."
And maybe it works for another
reason. In the words of another asso-
ciation leader, "It used to be the net-
work against a single station when it
came to negotiations. Now its the
network against the affiliate associa-
tion; now we have some strength.
And now when we meet, the top l>ias<.
from the chairman of the board on
down, is on hand and pays attention.
Now no one takes us for granted and.
to gel action, we need only pick up
the phone and talk to the head man."
Just where and when the tv affili-
ate associations were formally or-
ganized is buried in the storaged
transfiles of everyone concerned. But
it is known that in pre-war days NBC
had midwifed and financed a station
34
SPONSOR
14 may 1962
planning and advisory committee.
and CBS had done the same with its
affiliates advisory board, in an at-
tempt to stabilize the situation which
had about strangled relations between
the affiliated radio stations and the
network station relations departments.
In those days, few station opera-
tors did any long-range thinking.
They were independent cusses, riding
a gravy train, who wanted no part of
anything that might help anyone ex-
cept themselves. They snorted at the
network advisory associations as
stooge-led," and even hooted at the
NAB between conventions.
Once the war was over and the
allocation freeze ended, these mug-
wumps and mavericks found as the
number of stations increased that
competition was keener, greater, and
closer. Not only did the number of
radio stations boom, but television
began to blossom. Gradually a new
generation began to move into the
executive suites of broadcasting.
And suddenly the day of the cur-
mudgeon was gone. New men, aware
of the need and familiar with the
intricacies of organization, quite liter-
ally took over the dormant advisory
committees.
As one such "new" man put it:
"The stakes in tv were much too high.
We had too much time and money
invested in our network affiliation to
indulge in the personal histrionics
that were part of radio. The network
is my supplier. Anything that makes
my supplier stronger means I get
better product. And anything that
makes my business better means he
has a strong dealer at the local level."
The NBC and CBS affiliate associ-
ations started "about 10 years ago,"
ABC in 1957. Each represented the
stations affiliated with the network,
but excluded the network-owned sta-
tions. The members of each associa-
tion elected their own governing
board, variously named directors,
delegates or governors, who elected in
turn, their own officers.
Each board included representa-
tives of the various elements among
the affiliates, i.e., large and small
market stations, uhf's, and vhf's. Two
of them charge annual dues, permit
only paid-up members to vote. The
CBS association charges no dues,
which may be why they have almost
100% membership. Each director
(Please I urn to page 54)
The three affiliate associations differ in dues, membership
NAME
ABC TV Affiliates Assn.
CBS Television Affiliate Assn.
NBC Television Affiliates
STARTED
1957
1951
1951
MEMBERS
103
201
134 of 169 eligibles
RUN BY
board of governors
board of directors
board of delegates
CHAIRMAN John F. Dille, Jr., WSJV-TV, South Bend-
Elkhart, Ind.
Tom Chauncey, K00L-TV, Phoenix, Ariz.
Jack Harris, KPRC, Houston, Tex.
OTHER Thomas P. Chisman, WVEC-TV, Norfolk-
OFFICERS Hampton, Va., vice-chmn.; D. A. Noel,
WHBQ-TV, Memphis, Tenn., secy.; Mar-
tin Umansky, KAKE-TV, Wichita, Kan.,
treas.
Tom Baker, Jr., WLAC-TV, Nashville,
Tenn., sec'y.
Harold Grams, KSD-TV, St. Louis, vice-
chmn., basic; Joe Bryant, KCBO, Lub-
bock, Tex., vice-chmn., optional; Louis
Read, WDSU-TV, New Orleans, sec'y-
treas.
OTHER Mike Shapiro, WFAA-TV, Dallas; Howard
BOARD Maschmeier, WNHC-TV, Hartford-New
MEMBERS Haven; Norman Louvau, KCPX-TV, Salt
Lake City; W. W. Warren, K0M0-TV,
Seattle; Geo. H. Rogers, Jr., WKRC-TV,
Cincinnati.
Tom Murphy, Capital Cities Broadcast-
ing, New York; Robert Lambe, Jr.,
WTAR-TV, Norfolk; Charles Crutchfield,
WBTV, Charlotte, N. C; August C.
Meyer, WCIA, Champaign, III.; Donald
Sullivan, KVTV, Sioux City, la.; J. C.
Kellam, KTBC-TV, Austin, Tex.; George
Whitney, KFMB-TV, San Diego; Art
Mosby, KMSO-TV, Missoula, Mont; Joe
Bauer, WINK-TV, Ft. Myers, Fla.
Otto Brandt, KING-TV, Seattle; Charles
Batson, WIS-TV, Columbia, S. C; R. 0.
Lewis, KTAR, Phoenix; Marcus Bartlett,
WSB-TV, Atlanta; R. 0. Dunning. KHQ-
TV, Spokane; Owen Saddler, KMTV,
Omaha; Van Beuren DeVries, WGR-TV,
Buffalo.
TERM
two years, maximum two terms
three years, no re-election
two years, maximum two terms
DUES
$100 per year
none
$50 per year
SPONSOR
14 may 1962
:;:,
Fun's fun
Why did all the phones
start ringing in
SPONSOR'S almost
deserted office on a
quiet Saturday morning?
Read this hair-raising
true life drama.
36
SPONSOR • 14 MAY 1962
but oh those telephone bells!
Hard-working SPONSOR editors get startling proof of radio power
*3 May 1962 was just an ordinary Saturday morning
in the life of sponsor's hard-working staff.
Publisher Norman Glenn and executive v. p. Bernie Piatt
were relaxing at their Westchester homes.
Art Editor Maury Kurtz was still asleep on Long Is-
land. Eastern Sales Manager Will Dougherty in Harts-
dale was just opening his eyes. Business manager Chips
Barrie was lazily thinking about a game of tennis.
In sponsor's gleaming new offices at 555 5th Avenue,
the advertising department was shut down. The circula-
tion, accounting, reader service, and production depart-
ments were dark.
Only in editorial was there a faint stirring. Two lonely
figures sat hunched and silent over their typewriters,
wrapped in cosmic thought.
News editor Ben Bodec, chewing on a pipe, was punch-
ing out pithy, meaningful items for this week's Sponsor-
scope. He had checked in at 8:40 a.m.
Executive editor John McMillin, who had arrived 10
minutes later, was staring moodily out of the window on
E. 46th St. trying to summon up inspiration for a' weighty
and profound think-piece.
The time was 9:42. And suddenly, down the hall, a
telephone rang.
Bodec got grumpily to his feet and trudged to answer
it. "Hello," he growled.
"Hello," said a sepulchral voice, "God is watching
you." There was a click of a receiver.
Bodec's jaw dropped. "Did you hear that?" he asked.
Almost before he had time to explain what he had heard
another phone rang in another office.
"God is watching you," said the voice firmly.
"What kooky character . . . ?" said Bodec. "Who in
the name of . . . ?" said McMillin
There was another ring in yet another office "Yes,
who is it?" snarled Bodec. "How is the story going? '
said a pleasant voice.
"How is the story going?" demanded still a fourth
call of McMillin.
"How is the story going?" asked a dulcet female as
Bodec lunged for another phone.
And suddenly, all at once, every telephone in SPONSOR
began to ring violently, insistently, imperatively. "How
is the story going? How is the story going? How is the
story going?"
Bodec made a dash for the reception room and began
fumbling at the switchboard. "I don't know how to shut
it off." he wailed.
McMillin went racing from office to office taking phones
off hooks. And always in some remote corner there was
another one blasting away.
Bodec began yanking lines out of the switchboard.
There was a sudden silence. They tiptoed back to their
offices and gingerly replaced their receivers.
Instantly, there was a screaming horrible jangling of
bells. "How's the story going? How's the story going?"
It was 10:15 before they could settle down to work and
still keep the phones on the hooks.
"What kooky character?" said Bodec. "What jerk?"
said McMillin.
But if they had been engineers rather than mere edi-
tors they would have known that no one man could have
been responsible for all that tintinabulation.
It just happens (though we didn't plan it that way)
that sponsor's offices are right across the street from and
on the same floor as radio station WNEW.
On that Saturday morning the hotshot team of Klavan
and Finch were doing their stint before the WNEW
microphones, when one of them happened to look out
the window and burst into laughter.
"Isn't that terrible? Isn't that pathetic?" he asked the
WNEW audience. "Here it is a beautiful Saturday morn-
ing. New York is practically deserted. Nearly every one
of you is looking forward to a day of fun and relaxation.
And across the street from us a couple of poor guys are
sweating away at their work. Let's call 'em up."
This was the first call, the "God is watching you" call.
But then Messrs. Klavan and Finch began to improvise
on the idea. "Why don't you call them? Why doesn't
everybody call them? Why don't you just ring 'em up
and ask em "How's the story going?"
"They work at the trade publication sponsor and their
number is MU-7-8080."
As the calls began to pour in Klavan and Finch
watched from their secret vantage point. "They're run-
ning around like crazy. They're taking the phones off the
hooks," they reported as they gave the WNEW audience
a play-by-play of Bodec's and McMillin's mad scramble.
"Yes," exulted the demon D.J.s, "Why doesn't every-
body call them? They work for SPONSOR. Their number
is MU-7-8080. Just ask 'em — how is the story going?"
And that, friends, is how a couple of jaded, sophisti-
cated SPONSOR editors really learned for the first time
about the power of radio.
If you don't think that thousands of people are listen-
ing to it, even on Saturday morning, even on a bright
spring day, just ask Ben Bodec or John McMillin. ^
SPONSOR
14 may 1962
37
COMMERCIAL TV WORLD WIDE
^ Study by Nielsen executive lists 47 foreign countries with commercial tv; all
accept spot announcements, all hut 11 allow commercial program sponsorship
By E. P. H. JAMES
1 11 se\eral nations, in spite of a late
start and some onerous restrictions,
television advertising already com-
mands an equal or higher proportion-
ate share of total national advertising
expenditures than it does in the
United States. \\ bile initial adver-
tiser investments in television might
not mean very much, a steeply rising
growth in expenditures is almost cer-
tainK an indication of favorable con-
sumer response to tv advertising.
Gross tv time sales in Britain have
increased steeply each year since the
service began in 1955. They now
range around 15 percent of estimated
total advertising expenditures. The
I960 British figure was $215 million
— and expenditures increased to ap-
proximately $245 million in 1961, re-
gardless of the 11 percent duty now
levied on television advertising. Over
$108 million were spent on this medi-
um in Japan during 1960, represent-
ing about 22 percent of the total for
all media. In West Germany, where
television advertising is limited to 10
or 12 minutes daily, within a time
span of about 1% hours on weekday
evenings (no advertising on Sun-
days), advertisers have bought sub-
stantiallv all the available spots, and
the backlog of unfilled orders in the
hands of stations exceeds the value of
time already sold. Even with this
handicap, in 1960 some $30 million
were spent for television advertising
in West Germany, about 10 percent
of the all-media total. 1961 estimates
were close to $55 million and the
share-of-total also rose substantially.
In the United States, the 1960 total
of local and national tv expenditures
approximated $1,150 million and ac-
counted for 14 percent of all U.S.
advertising dollars. 1961 totals were
moderately higher, the earlier growth Iran
curve having now flattened out.
While television advertising made
its effective debut in the U.S. shortly
after the end of \\ orld \V ar II, its be-
ginning in most other countries —
even those which were among the
pioneers in the non-commercial de-
velopment of television — has been
later by ten or more years, and re-
mains just a "future possibility" in
some instances. So far. in most Euro-
These are the countries outside the
OUTSIDE THE U.S. 47 countries now offer commercial tv. All accept spot
announcements, all but 11 allow commercially sponsored programs. Figures
below for homes are for general guidance only, and are based on a synthesis
of best available data as of January 1961. Substantial increases in almost all
COUNTRY
HOMES WITH SETS
SPONSORED PROGRAMS
Argentina
600.000
Yes
Australia
1.200,000
Yes
Austria
205,000
Yes
Bermuda
9,000
Yes
Brazil
1,100,000
Yes
Canada
3,768,700*
Yes
Colombia
175,000
Yes
Costa Rica
9,000
Yes
Curacao
5,500
Yes
Dominican Republic
18,000
Yes
Ecuador
2,000
No
Egypt (U.A.R.)
40,000
Yes
El Salvador
28,000
Yes
Finland
95,000
Yes
Cermany (East)
1,050,000
No
Germany (West)
4,750,000
No
Creat Britain &
Northern Ireland
10,378,000**
No
Guam
10,000
Yes
Guatemala
50,000
Yes
Haiti
2,100
Yes
Honduras
4,800
Yes
Hong Kong
6,900
Yes
'Nielsen Estimate
■"I'wi (Television Audience Measurement Ltd)
35,000 Yes
estimate, "milting approximately 2 million U.K. homes owning
38
SPONSOR
14 may 1962
pean nations, television service (with
or without advertising I has been
limited to about 7 hours per day, gen-
erally starting in the early evening.
There is naturally some pressure to
lengthen these hours, especially where
commercial service is offered.
Unlike the printed mass-media,
however, television advertising is as
yet unavailable in some of the most
progressive and highly developed na-
tions. While the absence of advertis-
ing is due. as a rule, to official restric-
tions or prohibitions, dating back to
the early years of radio broadcasting,
the "appetite" of television is begin-
ning to break down some of the pro-
hibitions.
The cost of television programing
is so much greater than for sound
alone that license revenues from set
owners have in many countries been
found insufficient to operate a full-
scale television service. Even where
license revenues have so far proved
adequate to maintain a non-commer-
U.S. where you can use commercial tv
countries have occurred since then. The figures do not include receivers in
public places which reach large numbers of non-set-owners in certain
countries with relative low family tv ownership. And in Europe especially,
many transmitters serve large additional audiences in neighboring countries
COUNTRY
HOMES WITH SETS
SPONSORED PROGRAMS
Iraq
25,000
Yes
Ireland (Eire)
100.000
Yes
Italy
2.200,000
No
Japan
6,805,000
Yes
Korea
12,000
No
Lebanon
18,500
Yes
Luxembourg
6,500
Yes
Mexico
1,000,000
Yes
Monaco
12,000
Yes
New Zealand
4,000
No
Nicaragua
5,500
Yes
Nigeria (East)
Nigeria (West)
6,000
Yes
Okinawa
No
Panama
23,000
Yes
Peru
75,000
Yes
Philippines
48,000
Yes
Portugal
55,000
Yes
Puerto Rico
200,000
Yes
Rhodesia
5,500
No
Spain
300,000
Yes
Thailand
55,000
Yes
Uruguay
35,000
Yes
Venezuela
325,000
Yes
Yugoslavia
sets not equipped for commercial waveband at date of
■■■■■■■■■■■•■■■■^ ~~ ~ ~*mmBUBmam
20,000
estimate.
No
SPECIAL assistant to the president, A. C.
Nielsen Co. E. P. H. James studied world tv
cial service, the demonstrated selling
effectiveness of television elsewhere
has stimulated a strong demand from
manufacturers, especially of consum-
er goods, for the opportunity to use
television advertising in their home
markets.
Programing costs and the inviting
prospects of substantial advertising
revenues are not the only factors
pointing to the likelihood that televi-
sion advertising facilities will be
offered, within the next few years, in
most countries which have heretofore
held out against it. One of the strong-
est incentives is the public demand
for a choice of program fare, which
naturally calls for the establishment
of at least two television services,
providing simultaneous coverage of
each nation's television audience.
Moreover, it has been demonstrated
very clearly that if duplicate services
are genuinely competitive, rather than
operated by a single organization,
the rivalry stimulates enterprise and
results in better programs on both
systems. Advertising further stimu-
lates this valuable competitive spirit.
A search of available American
and British directories indicates that
of the 80 countries with television,
there are now 48 which offer televi-
sion advertising facilities. In many
countries, the television stations are
owned and operated directly by the
government or by government-
licensed "authorities." in others by
combinations of government and pri-
vate enterprise, and in the rest by
purely commercial operators. Many
SPONSOR
14 may 1962
39
systems restrict advertising to an
hour or two each day and some allow
commercials on as few as three days
out of everj week. All accept adver-
tising in the form of spot announce-
ments, and all but 11 accept spon-
sored programs.
On the face of it, this lineup offers
impressively wide scope for interna-
tional advertising. It is true in fact
that a number of advertisers are al-
ready international users of televi-
sion, particularly in those countries
which offer the services of a number
of experienced native advertising
agencies or branches of international
agencies. These countries have imagi-
native and efficient production or-
ganizations, well able to design and
deliver commercials suited to the
market, as has been well illustrated
by the examples shown yearly at the
Cannes Festival and other interna-
tional meetings. At this stage, how-
ever, it must be recognized that main
others among the countries listed are
still in an early stage of commercial
television development. Their regu-
lar audiences are relatively small,
local facilities for campaign adminis-
tration, programing and commercial
production are limited, and measured
audience information is meager.
The international dissemination of
essential facts, figures, rules and reg-
ulations is also sparse at present. Al-
though some excellent directories are
now available they are only begin-
ning to build up their circulations
abroad. Copies of even the most
widely used American television
directories are scarce in Europe, for
instance, and the equivalent publica-
tions of other countries are seldom
encountered in the U.S.A. Among
the best known American references
are Standard Rate and Data's "Spot
Radio" and "Spot Television" series.
Valuable British directories include
"Commercial Television Year Book"
and "International Commercial Tele-
vision Rate and Data Book." The
sales or promotional publications of
networks and larger stations in sev-
eral countries are also both compre-
hensive and factuallv detailed.
While there are basic similarities
in the way television advertising time
is offered for sale in all countries, the
(Please turn to page 55)
A YOUNG MAN WITH
^ At the 'ripe old age' of 32, Howard Eaton has
shifted from Lever to v. p. of programing at Grey agency
^ Sees Grey with tremendous growth potential; role of
ad agency is one of support of innovation, Eaton says
I he Grey agenc) is a big agency
with tremendous growth potential.
Much of its growth has come from
the corresponding growth of clients
it has served. Grey has a broad base
of clients in diversified fields. I hope
I can contribute to the continuation
of this trend."
In these sober, succinct words, a
brown-eyed, 180-pound young man.
age 32, characterizes the Grey Adver-
tising agency — a firm which billed
some $58,500,000 in 1961 compared
with $51. 750.000 the preceding year.
The serious young man who speaks
in this fashion of the Grey agency is
Howard Eaton who recently joined
the firm as vice president for pro-
graming in the broadcast depart-
ment. The agency's tv/radio program
hoard is headed by executive vice
president Alfred L. Hollender. Eaton
had moved over to Grey from Lever
Brothers where he had been media
director for the past three years.
Previously he held the post of radio/
tv manager at Lever Brothers. He
was with Young &Rubicam in tv
programing prior to his Lever Broth-
ers association.
The consensus in the industry is
that this gifted young man. with in-
calculable drive, will contribute con-
siderably to the enhancement of the
constantly growing advertising agen-
cv on Park Avenue with its nearly
550 employees and some 55 top-rung
clients. Said Richard C. Butler, who
succeeded Eaton at Lever Brothers:
"Working with Howard Eaton was
both an experience and a pleasure for
me. His knowledge of media and
marketing problems today should
serve him well in his new venture. '
Joseph M. Allen, vice president of
the Assn. of National Advertisers,
singled out the young man for his ex-
pert knowledge of mass media, nota-
hly the broadcast field. Eaton, until
recently, was chairman of the impor-
tant broadcast advertising committee
of the Assn. of National Advertisers.
"Howard Eaton's knowledge of
broadcasting, acquired on both the
agency and advertiser side of the
desk, made him a strong leader as
chairman of the ANA broadcast com-
mittee," Allen told sponsor. "Eaton
always exhibited statesmanship. I'm
confident that he can do a great job
in the agency field." Co-workers say
that Eaton attacks all industry prob-
lems with singular force and remark-
able comprehension. One of his more
notable recent contributions was in
the nature of an ANA white paper
regarding public service programing
and the need for the television me-
dium to carry more such programs
and the added belief that these pro-
grams should be sponsored.
"The subject of public service pro-
gram sponsorship, as Eaton puts it,
"has been a fascination of mine for
some time."
Like other serious students of ad-
vertising and its basic place in the
American economy. Eaton views with
concern the abuse heaped on adver-
tising b\ some. He was asked to
comment on the attitude toward ad-
vertising among some liberals on
campuses and in Washington. How
can it be corrected?
"There are two aspects to this
question," he said. "One. some un-
derstanding of the basic function of
advertising as it relates to increasing
the speed of distribution of goods,"
he explained. "Point two, the occa-
sional malpractice — this bothers me,
but not nearlv as much as malprac-
tice in medicine or law or the govern-
ment where the damage to human be-
ll)
SPONSOR
14 may 1962
A PLENITUDE OF GREY MATTER
ings can he temporarily hidden. In
advertising it is exposed to a vast
audience instantly."
Hollender, Eaton's boss, recently
observed that "these days agencies
rise and fall on their tv billings . . .
media know-how alone is not enough.
We need more program people in the
agency." What about this. Eaton was
asked?
"He's my boss and I naturally
agree with him." the young man
smiled, and then said seriously: "The
role of the agency has become one of
support of innovation. The best
idea is the one that no one has done
before. Not the fifth carbon copy."
Eaton agreed with Herbert D.
Strauss, president of Grey, that agen-
cies can never take all the credit for
what clients do. It takes two to for-
mulate and execute marketing and
advertising strategy, Strauss pointed
out.
"There has been a radical change
in the awareness of the advertiser's
role within client companies, and a
tremendous development in the skills
with which these companies use ad-
vertising," Eaton said. "Very highly
trained advertising people exist in
these companies. The client can be a
tremendous help to his agency by
having someone in his organization
who can make available to the agen-
cy the facts needed to create good
advertising."
Eaton also has some sharp obser-
vations to make concerning network
sales methods and the onetime bat-
tles that raged between copy and art
in most agencies. Regarding network
sales, Eaton declared:
"It has been said that in tv there
exists a two and one-half network
economy. That is, there isn't enough
advertising money to go around to
support three healthy networks. I
think this is a temporary situation,
but it can only be altered by the sell-
ers of the medium going back to the
days before 1956 when they aggres-
sively sought new business by de-
scribing the copy advantages of tele-
vision. For example: the New York
Stock Exchange is now running an
advertisement without pictures in
which two women converse about
stock ownership. Instant Tender
Leaf Tea is running print advertis-
ing demonstrating how hot water can
be poured over the product to make
a good cup of tea. Both of these are
naturals for tv in which the conver-
cation or the demonstration could
actually take place before the eyes of
the viewers.
"Perhaps the networks should as-
sign more salesmen, as do the maga-
zines, to the client level."
SPONSOR
14 may 1962
FORMER media director of Lever Brothers, Howard Eaton, 32, has moved into vice presidency
for programing in broadcast dept. of Grey. He'll work with exec. v.p. Alfred Hollender
41
According to Eaton, there used to
be huge battles in agencies between
copj and art- the deathless prose of
a writer versus the brilliant photog-
raphy of the art man.
"This friction led to great adver-
tising," Eaton said. "I don't sense
that same abrasiveness between tv
cop\ writers and commercial produc-
ers. Words have tended to be more
important in commercials than pic-
tures, whereas the reverse should
probably be true."
Speaking of FCC Chairman New-
ton Minow's strictures against tv and
radio programing. Eaton had this to
sa\ :
"I believe the FCC is aware that it
borders on violation of the First
Amendment of the Constitution each
time it attempts to delve into matters
of programing. As long as it stays
within legal bounds, I would encour-
age its activities. However, legisla-
tion cannot produce a good pro-
gram. Parenthetically, a dull public
service program is no better than a
dull situation comedy. Good pro-
grams will only be produced by the
ingenuity of hard working writers,
professional actors and directors who
can bring to life this precious, ethe-
real mixture which causes entertain-
ment.
Discussing the '62-'63 tv program
structure on the networks, Eaton said
"'it is a truism that there's nothing
new in show business."
"We've seen this past year the re-
turn to television of excellent drama
based on hospital settings as we have
in the past seen shows about law-
y&cs, Eaton continued. "This next
year the contemporary western will
come into being. As far as television
is concerned, this is a new type of
show. The three new ones are Em-
pire, Stoney Burke and Wide Coun-
try. They all have considerable mer-
it. In addition. Going My Way is a
new dramatic form for television. We
are also starting to see the birth of
the political drama in Mr. Smith
Goes to Washington. All of these are
dramatic programs, but don't fit any
of the established Nielsen program
categories. This is healthy. This gets
back to the business of innovation.
To date the best tv agencies have
sought after this and encouraged pro-
ducers to proceed with these proj-
ects.
Diverse and rich as Eaton is in his
knowledge of media and marketing,
tlic young man brings to radio I be-
lieve-it-or-not Ripley) a wealth of
sportscasting savvy. Though skilled
like a professional in describing foot-
ball, Eaton looks upon sportscasting
today as a hobby, as an exceptionally
absorbing manner in which to relax
from his weekday activities. For
more than a decade Eaton has been
broadcasting Yale's Saturday foot-
ball games from the press box on the
western rim of the Bowl. He has
been the radio voice for all the Yale
home and away games since L946,
his freshman year at the university.
He has won praise for his play-by-
play reporting from some of the
most hardened sports writers in the
country, among them Dan Parker of
the New York Mirror.
Richard W. Davis, president of
WELI, New Haven, the station over
l Please turn to page 64)
BY DESCRIBING the copy advantages of television, Howard Eaton suggests that sellers of the broadcast medium 'go back to the days before
1956 when they aggressively sought new "Business.1 Three networks should assign more salemen as do magazines at client level, Eaton says
42
SPONSOR
14 may 1962
51.4 55.6
UP 8%
36.2 53.3
UP AT
• REACHING THE DESIRED CUSTOMERS
1,828,813,000 1,240,526,000 497,280,000 205,275,000
62.6 68.4
UP 9%
WHERE ARE THE PEOPLE LIVING?
CENTRAL CITIES
(189 METRO AREAS)
SUBURBS
(189 METRO AREAS)
1960
BALANCE OF U. S.
(OUTSIOE 189 METRO AREAS)
49%
33%
13%
5%
TELEVISION
RADIO
NEWSPAPERS
MAGAZINES
BOOM in suburban population (I) from 1950-60, up 47%, was hardly matched in central cities, up 8%, or other areas, up 9%, in study of 189
metro areas. Radio's popularity among four media (r) is second to tv in Sindlinger study of hours spent with each during average week 1961
RADIO KO's PRINT IN SUBURBIA
^ Radio packs a powerful punch in growing suburbia
with 83% penetration vs. newspapers' 48% in 10 cities
^ CBS Radio Spot Sales presentation shows suburbs
have 39% growth edge on cities in boom during the '50s
portance to agencies and advertisers.
Maury Webster, v.p. and general
manager, CBS Radio Spot Sales, ob-
serves that "market growth in the
past decade hasn't been equal. The
suburbs are huge; the central cities
and other areas have subnormal
growth.
"In surveying the 189 principal
metropolitan areas, we found that the
cities themselves grew only 8%,
against a 19% national growth. But
their suburban areas increased by
\~' i and the rest of the country is
up a mere 9%. Everything is sub-
normal— except the suburbs," com-
ments Webster.
Income is higher in suburban com-
munities, according to Webster, as
much as 42% above the income level
in city centers. He also points to? high-
er home and auto ownership among
families outside the city.
Comparing', the ability of radio and
newspapers to reach the areas of
greatest growth, the CBS Radio Spot
Sales presentation cites Pulse and
ABC data for 10 major U.S. cities.
ew evidence of radio's strength
over newspapers in reaching consum-
ers on the move from city to suburbia
arises from a presentation put out
early this spring by CBS Radio Spot
Sales.
Tied to U.S. Census, Sindlinger,
Pulse, and Audit Bureau of Circula-
tions data, the presentation points out
these facts:
• Between 1950 and 1960. the
suburbs of 189 metro areas increased
47% in population. Population in
central cities of these metro areas
grew only 8%.
• Radio is now far in front of
newspaper in penetrating the metro
population, according to Pulse and
ABC figures for 10 major U.S. cities.
• Radio is second only to televi-
sion in the number of hours spent per
week among four media (radio, tv,
newspapers, magazines). Sindlinger
studies for 1961 show that Americans
spend 1,240,526,000 hours listening
to radio, or 33% of the time spent
with all four media.
In commenting on suburbia's im-
In the penetration of the city zone
during the average week, radio
reaches 83.6%, newspapers, 48.6%.
A recently completed survev, as
yet not released by the CBS rep arm,
indicates that New York radio sta-
tions outstrip metropolitan dailies in
reaching 26 counties. The study com-
pares circulation and coverage using
109£ penetration as base.
Thus, of the local media, Webster
declares, "radio is the medium that
will reach the desired customers.
There are far more customers today
and they will continue to increase.
The sales opportunities are there for
the alert advertisers whose advertis-
ing is properly directed."
"Budgets," Webster warns, "must
match the real markets — not just the
metropolitan area to which most
newspapers and many radio stations
are restricted. In calculating circu-
lation, metropolitan area rankings
just aren't adequate for measuring
a station that reaches beyond the
metro area."
Emphasizing that radio, particu-
larly the "powerful, regional station."
has increasing importance to both
audience and advertisers, Webster
points to programing as a factor.
"Influential programing — with much
greater attention from listeners and
a superior editorial climate for adver-
tisers— offers an advantage to adver-
sers numbers can't measure." ^
SPONSOR
14 may 1962
1 i
CLEANER CLEANS UP WITH SPOT
^ Spot television campaign for Glamorene snares
large share of credit for sharply increased product sales
^ Agency creates an effective illusion of media satura-
tion through the strategic huying of minutes and 20's
W
ith the deft use of minute and
20-second tv commercials in certain
ke\ markets, four Glamorene. Inc.
products — spray starch, oven clean-
er, rug shampoo and shampoo ma-
chine, dry cleaner and dry cleaner
machine — have zoomed in sales. In
the first three months of this year,
sales of the aforementioned Glamo-
rene products have already reached
50 per cent of the anticipated increase
for the entire year.
Both Alan Saunders. Glamorene
account executive at Riedl and
Freede. and Jerold Hulsh. vice presi-
dent and seneral manager of Glamor-
ene, told sponsor that as a direct re-
sult of the tv campaign reorders have
been "gratifyingly beyond expecta-
tions'" and manufacturing and ship-
ping personnel are hard-pressed to
keep up with the demand.
With an overall budget of some
$500,000 dedicated to all media in-
cluding merchandising, the agency is
allocating approximately $200,000 in
spot tv: $100,000 in radio; $50,000
in print, and in the vicinity of $100,-
000 in merchandising.
Last year, according to Saunders,
everything went into radio. This year
tv is getting the brunt of it. At the
Solving the problem of rug cleaner sales
<EWhBMj?"J?i^^3^i.
IN FIRST three months of '62, these and other Glamorene products have already reached 50
per cent of anticipated increase for year. Success is attributed to 'honest sell' on television
beginning of the year, however, Glam-
orene also bought a 13- week satura-
tion radio schedule to cover areas not
encompassed by the tv stations.
The following stations are carry-
ing the tv campaign: WOR-TV,
WABC-TV, WCBS-TV, WNEW-TN .
New York; WBKB, KNBQ, Chicago;
KGO-TV, San Francisco; K ABC-TV,
Los Angeles; XETV, San Diego:
KOVR-TV, Stockton; KJEO-TV.
Fresno, and KCPX-TV, Salt Lake
City.
Glamorene products lend them-
selves naturally to visual presentation
"and that is why we went into tele-
vision in the first place," Saunders
said. Prior to its association with
Riedl and Freede, Glamorene had
largely confined its advertising to
mass consumer magazines and daily
newspapers. At this point, the client
affiliated itself with six regional ad-
vertising agencies. Each had its
own special strategies. This proved
unworkable and did not produce the
anticipated results.
After pondering the matter, Riedl
and Freede decided that Glamorene
could best achieve its desired results
by pursuing this line of advertising
and merchandising strategy:
1. Blueprint a long-range adver-
tising and merchandising selling
plan.
2. Develop a comprehensive mer-
chandising program to gain enthusi-
astic trade support for your advertis-
ing planning.
3. Create honest tv commercials
for utmost believability of product
effectiveness.
4. Create an illusion of media
saturation through strategic buying.
5. Don't sit back and wait for re-
sults. Follow through at the retail
level.
Both Saunders and Hulsh maintain
that the results to date have corrob-
orated virtually everything sought in
the long-range media plan. "The
sales results obtained through our
television presentations are first rate,"
Saunders said. "Sales in the televi-
sion markets are running far ahead
of sales increases in all other mar-
44
SPONSOR
14 may 1962
CAMPAIGN required retail level follow
through, says Allan Saunders, Riedl & Freede
the agency in the fall of 1900. Glam-
orene's first big product was a gran-
ule dry cleaner for rugs. Because of
the newness of the product and lack
of competitors. Glamorene had no
difficulty winning customers. Before
long, other firms entered the field by
introducing liquid rug cleaners.
Glamorene was forced to do the same.
But to maintain successful sales of
the dry rug cleaner, Glamorene
emerged with an electric rug brush
designed for use with the dry cleaner
As a key facet of the strategy, it was
decided that the electric brush was to
be rented to consumers through hard-
ware-houseware stores.
The account approached the agen-
cy with this problem: rug cleaner
sales had fallen off considerably and
there was urgent need to stimulate
business. What could be done? The
agency felt that the first step was to
let the trade and consumers know
about the electric brush gadget. Rent
the electric cleaner and the dr\ clean-
er will have to move, the agencv
argued.
Step number one called for the
education of jobber salesmen. As a
result of the educational campaign,
some 70 to 100 machines a week
were placed in various retail outlets.
Step two called for a double truck
with return order post card insert in
major hardware-houseware trade pa-
pers. Glamorene got nearly 1,000
orders, which were credited to the
jobbers whose names were on the
card.
The agency told sponsor that the
15,000 machines on the market today
are being rented on the average of
four times a week and with each
rental the consumer buys a gallon of
dry cleaner. Once the rug brush dis-
tribution problem was solved, the
agency devoted its energies to the
complete Glamorene line. Here is the
{Please turn to page 64)
kets," he continued.
Asked how the agency went about
creating the illusion of saturation,
Saunders gave a graphic example by
citing how the media department
bought its spots in the New York
market.
"In New York, for example, we
started off with eight spots a week
for one week on WOR-TVs Million
Dollar Movie," Saunders explained.
"Then we switched to WABC-TV for
three weeks with 22 spots each week.
On WABC-TV we used 17 or 18 day-
time spots of one-minute duration.
The remaining spots were in prime
time. Then we took a week's hiatus,
followed by a campaign over WCBS-
TV with six or seven spots each week,
all in prime time, for three weeks.
Then another week's hiatus. Next we
went to WNEW-TV for 18 spots a
week — all minutes at nighttime — for
two weeks. This was followed by a
return to WOR-TVs Million Dollar
Movie for a final week. Here we
used eight spots, all minutes. All in
all, we had 10 weeks stretched over
13 weeks. By jumping weeks in be-
tween and by switching from chan-
nel to channel we were able to cre-
ate this illusion of saturation."
The Glamorene account came into
low daily rental
RUG CLEANING CENTER
tsilililJi)!l!) '« JJfV-fcil
<
mmmiWMiim
rrs^e-ffiwv
KEY FACET of advertising strategy was that Glamorene electric equipment was to be rented
to consumers via hardware-houseware stores. Above is Glamorene display for electric cleaners
SPONSOR
14 MAY 1962
45
What happens when
Marketing & Advertising
don't pull together?
(Sophisticated marketing & advertising men know
what these crazy mixed-up horses mean.
Marketing has taken a new direction; and advertis-
ing must head the same way, if they are both to pull
I in the same direction.
What direction? Today's most basic trend in market-
ing can be summed up in nine words: "The United
States is becoming a nation of cities." Certainly, our
big cities are spreading; are becoming, more and
\ more, everyone's best markets. That's why well over
half your sales come, or should come, from the top 20
TV markets alone (where 58% of the nation's income,
and 55% of all TV homes, are now concentrated) .
Money can be made only where the money is!
Tilt!
Are you getting as much as 50% of your advertising
impact where you want more than 50% of your sales?
That's worth checking because "national advertis-
ing" almost always tilts the wrong way; tilts away
from your best markets, not toward them; reducing
selling pressure where you want it most.
You never see this negative tilt in your "national
figures." Yet look behind them, at the audiences
you're actually getting in the concentrated "big half"
of your selling areas. When you check the individual
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top 20 selling areas, you'll see how much the distribu-
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That's why "national coverage" is no longer the ade-
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What's the answer?
Do you want to speed turnover? Challenge competi-
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The most versatile answer to all these questions is
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It's Spot TV — Individual Market Television — the
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You'll find Spot TV offers a remarkable range of solu-
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If you've a marketing problem, large or small, let us
show you how Spot TV can be tailored to your needs.
*If you would like to see a new detailed exclusive analysis of
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Representing: WBTV Charlotte (Jefferson Standard Broadcasting Co.)
D WTOP-TV Washington and WJXT Jacksonville (Post-Newsweek Stations)
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TvAR Offices in
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■
I have a Great Aunt Minnie who
used to run a boarding house and
whose attic is now filled with piles
of notes and letters. What hap-
pened was that back in her land-
lady days, Aunt Minnie read about
a school teacher who found a
letter one of her pupils had sent
her years before. The pupil was
now famous, and the teacher sold
the letter for the magnificent sum
of $25.00.
Aunt Minnie couldn't recall any
potentially valuable notes she'd
ever thrown out, but she got to
thinking that any one of her
boarders might suddenly burst
into fame, and she'd better be
ready. The exhibits run to things
like, "Will you please turn up the
heat in my room? My African
Violet is freezing. (Signed) Edna
Blake", and "The reason my rent
isn't paid is I'm not paying it until
you fix my faucet. (Signed) Her-
man LeBlanc". For all Aunt Minnie
knows, Edna and Herman have
gone to their just reward years ago
without leaving a single footprint
in the sands of time, but she's
hanging onto those notes anyway.
I can't kid her about it any-
more, either. With people writing
from all over New England, telling
us how much they enjoy our Won-
derful World of Music, my collec-
tion of letters and notes is begin-
ning to outweigh Aunt Minnie's.
Not that I keep them with the
hope of selling them, but if you
think I'm the sort of person who's
capable of throwing away a friend-
ly, flattering word, you've got
the wrong man. On the other
hand, if you're looking for a proven
way to sell your client's product
or service, you've got the right
man. The volume of mail we
receive is proof in itself that
WEZE's audience just keeps grow-
ing and growing, and our spon-
sors can tell you that it's a buying
audience as well as a growing one.
Let's get together and talk
about it. Maybe we could even
swap signatures.
Sincerely,
Arthur E. Haley
General Manager
P. S. The way for us to get together
is for you to write or phone me at
WEZE, Statler Office Building, Boston,
Mass., Liberty 2-1717, or to contact
your nearest Robert E. Eastman repre-
sentative, okay?
Media peopUl
what they are doin\
and sarin
TIMEBUYER'S
CORNER
Bern Kaiuier, who is a v. p. and associate media director at
Benton & Bowles, has heen appointed manager of the media de-
partment. . . . Anthony Rosa has left Ted Bates for D'Arcy where
he's group supervisor. . . . Thoren Schroeck joined KMOX-TV,
St. Louis, sales. He was previously a huyer at Gardner, St. Louis.
. . . With the reorganization of various departments at Gardner
in St. Louis, Bob Faust, Pat Schinzing, and Ralph Meugebauer
were made media supervisors.
'kfr":
i> 7
5wr-
TALKING about the Albany, New York, market last week, Frank McDonald (I), DCS&S'
buyer, and Bob Peebles, general mgr. of WROW, lunch together at the Pen & Pencil
When Ralph Hennen of \\ GHF |FM), Brookfield. Conn., came to town
last week, he told Jeanne Sullivan of SSC&B: 'There's nothing new about
hi-fi. It's been with us since the beginning of time. God built the first
speaker system from one of Adam's ribs."
There's an expensive barber shop right off Lexington Ave. in
the lower Fifties where a number of media men and reps go to
get their haircut. Roger Rice of WIIC, Pittsburgh, and Phil
Stumbo of McCann-Erickson, were in there last week. \K hile the
barbers were cutting their hair, Stumbo said to Rice, "How
much do you pay for a haircut in Pittsburgh?"
"Only a dollar twenty-five," said Rice.
"Yeah," said the barber, "but look at the fare."
'Please turn to page 50)
IS!
SPONSOR
14 may 1962
Over the top in Kansas City
KMBC-TV is now the number one station in Kansas City.
First in homes... first in audience* (all through the day
and night, seven days a week)! When you think of Kansas
City think first of KMBC-TV
©
METROPOLITAN BROADCASTING TELEVISION
REPRESENTED BY METRO BROADCAST SALES
'Averages-hour homes and share of audience, ARB, March o2
IN
PORTLAND
OREGON...
IT'S
EYE-CATCHING
The weather isn't always exactly
sports-suited here. When the
weekends are just too wet, a great
many men (and women, too) in
Portland and 34 surrounding Ore-
gon and Washington counties, will
tune in on KOIN-TV. It's so easy
for a man to just sit back and
watch his favorite sport. It's so
easy to reach that man, with
KOIN TV. Nielsen has our score.
KOIN-TV
®
Channel 6, Portland, Oregon
One of America's great influence
stations
Represented Nationally by
HARRINGTON, RIGHTER &
PARSONS, INC.
Give them a call, won't you?
TIMEBUYER
CORNER
(Continued from /iti^c 18 I
Paul Reardon of I'ed Bates, so a rep U'lls us. interviewed a young
girl who applied for a buyer's job. She said that shed had seven years
buying experience in Chicago and a check showed that she had only two.
"What do you mean by telling me you had all those years experience
when >ou didn't?" said Reardon.
"Will, you said you wanted a buyer with imagination,1 she replied.
LUNCHEON: (l-r) Otis Williams of PGW, Paul Reardon, assistant v.p. at Ted Bates,
and Harry Shaw, general mgr. of WSJS-TV, Winston-Salem, N. C, meet at the Envoy
Harry ShaM of WSJS-TV, W instoii-Salem, IN. C, and Herman
Raichle of JWT got into a cab last Meek which had an old pocket -
hook next to the driver. Shaw asked him if it had been left.
"Nah," said the driver. "When business is slow, like when
I'm out in Brooklyn. I stop for a few minutes, near a corner,
put it in the hack scat, and leave the door wide open. It's empty,
hut you'd he surprised how many people jump in for a short
bop when they see it." Then he added, "Before they get out I
ask them if it's still back there so they won't take off with it."
Marie Coleman of Donahue & Coe is getting read] for her usual festive
summer. For a number of years she rented a cottage in the Breezv Point
section of the Rockaways where she entertained many agency people
every weekend. One year she changed the name of her cottage at least
Ml times. She started off with the sign "Seldom Inn," then changed it
to names such as "Cozy Inn" and "Walk Inn." After an exhausting
season <>f visitors, it finally read "All Inn." ^
50
si'onsoi;
I I MAY 1962
Capsule case histories of successful
local and regional radio campaigns
RADIO RESULTS
PORTING GOODS
SPONSOR: Johnson-Lambe Company AGENCY: Direct
Capsule case history: As spring came to Raleigh and
golfers' thoughts strongly turned to #2 irons, practice-put-
ing, outwitting favorite sandtraps and water hazards, the
ohnson-Lambe Company, purveyors of sports equipment,
urned to WRAL, Raleigh. Johnson-Lambe bought a three-
lay flight of 63 spots on WRAL. These 10-second announce-
nents were aired on an all-day. run-of-schedule basis. Did
golfers get the message, and most important, did they buy ?
iVell, Johnson-Lambe says they were amazed at the results.
This brief campaign brought the sponsor over $5,000 per
fay in sales of golf equipment during the run of announce-
nents, but what's more, there was a carry-over of increased
sales for at least two weeks after the campaign. This short
sut forceful campaign aimed at a specialized segment of
isteners. golfers, was so successful that Johnson-Lambe has
jlanned a big promotion on tennis goods to run during the
month of May. The sponsor now plans to renew.
WRAL, Raleigh, North Carolina Announcements
HOUSEHOLD APPLIANCES
■SPONSOR: J. Burnham, Inc. AGENCY: B. J. Butler
Advertising. Inc.
Capsule case history: A summary of the past year's
mights and their effectiveness for one of the largest single
lusers of radio in the Buffalo market was the subject of a
jeport from B. D. Steiger of the B. J. Butler Agency. The
hponsor is J. Burnham's. Inc., the largest volume appliance
Idealer in the western New York area. Burnham's ran
Eights of minute spots davs, nights, and weekends on WEBR.
iBuffalo. Burnham's is not an institutional advertiser and
Ithey must get results. In the report to WEBR, Steiger said
Ithat radio again was their big media gun. The agency made
[conclusions from an analysis made covering their 1961 ex-
penditures on all upstate New York radio stations. Burn-
[ham's ran over 2,000 spots on WEBR alone. Said Steiger.
|"We feel that we are in an enviable position to evaluate the
Ivarious stations and their ability to do a job for us . . . and
Ithe selling ability of certain stations. WEBR is a leader
lamong the stations which do an effective job for us."'
WEBR. Buffalo, New York Announcements
FARM PRODUCTS
SPONSOR: Southern States Cooperative VGENCY: Direct
Capsule case history: A long-time user of WSLS in Roa-
noke, Va., Southern States Cooperative has had reason re-
cently to reconfirm its choice of radio as an advertising
medium. On 12 March, thev began a schedule of five one-
minute spots per day. five days a week. The campaign cen-
ters around farm and home needs for spring. The products
being advertised are truck and tractor tires, hybrid seed
corn, Unico white paint, starting and growing mash, and
Southern States fertilizer. Robert R. Fezgans, Southern
States Cooperative regional manager, said, "This campaign
has paid off. Many people have called as a result of the
advertising and we have benefitted from added sales as a
result of these spots." The limited number of items adver-
tised in this campaign enables store managers to correlate
customer requests to the WSLS radio announcements. Re-
peated results are credited by the station for the long
standing relationship between Southern States and WSLS.
WSLS, Roanoke, Virginia Announcements
BANK
SPONSOR: Security Federal Savings & Loan
AGENCY: Direct
Capsule case history: Delavan Baldwin, manager of the
Security Federal Savings and Loan, now tallies the results
of a special new depositors promotion for both January 1961
and January 1962. In the 1961 campaign, the bank used
newspaper coverage during the opening phases of its new
depositors drive but utilized a heavy spot saturation through-
out the entire month exclusively on WJAX. Jacksonville,
Florida, with a total of 100 chain-breaks and 47 minute
spots. Deposits for the month totaled over $900,000. On the
basis of this success, Baldwin set up the 1962 campaign hop-
ing to approximate the 1961 results, using the same. media
formula: heavy radio schedules plus some support from
newspapers at the start. The radio budget was increased to
enable purchase of the same number of announcements at a
higher rate, with the entire radio budget again on WJAX.
Deposits during Januan 1062 exceeded one million dollars.
The sponsor now plans to use only WJAX for radio spots.
WJAX, Jacksonville, Florida Announcements
SPONSOR
14 MAY 1962
51
. . . That'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.
Book 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.
SPONSOR
555 FIFTH AVENUE, NEW YORK 17
TOY-SPIN
{Continued from page 33)
tisers (mainly foods and candies,
such as LaRosa. Buitoni. Lipton)]
normally nol thought of as "kid" ad-
vertisers, are forming surprising
lines at the box office. In Chicago,
for example. Oscar Mayer is going \
strong with hot dog commercials
aimed specifically at children, and
traditionally adult items such as
Chocks and Bactine (kids don't huv
their own vitamins and disinfed
tants!) will he going almost 10(VJ
kid tv this fall. Even Downv Flake
muffins has taken on the kid format,
while others (namely Fritos, Camp-
fire marshmallows and cereals) are]
now using kid formats for the intro-
duction of new lines. In addition, the
toy success has initiated a whole new
industry of children's toiletries.
Matey, for instance, invested some $3
million in tv last fall for its bubble-
bath-for-kids.
An example of kid programing's
jet age propulsion may be found on
WGN-TV in Chicago. In the spring
«.f 1057. WCVTY programed 14
hours and 35 minutes of kid pro-
grams per week. This spring the fig-
ure reads 29 hours and 15 minutes
per week. Even more remarkable is
the rating picture. WKBW-TV in
Buffalo, for example, is getting 20
ratings (ARB) on its Jungle Jay
Show, a 4:30-5:30 p.m. Monday-
through-Friday feature which uses a
safari-type background for its live
portions, highlights Tarzan. Jungle
Jim, Bomha the Jungle Boy and Ra-
mar of the Jungle in its film seg-
ments. Observers account for such
rating consistency by the inventive
"closeness'" between live studio and
film episodes.
Many observers — in particular,
reps — feel that spot tv will continue
to get the lion's share of the toy ad-
vertising dollar because of the pecul-
iar marketing and distribution prob-
lems of the toy manufacturers them-
selves. With areas of distribution
more unequal than with most other
advertiser-types — along with budget
variance by markets, the always-im-
portant seasonal factor, and the fact
that to\s as "hot" items are an un-
known quantity until almost the mid-
dle of the toy season— the champions
of spot contend that toy manufactur-
ers need a market-by-market ap-
proach, rather than the network hlan-
52
SPONSOR
H MAY 1962
ket approach, much more than do
most other national advertisers.
Rates, too, they say, have much to
do with the booming spot picture, al-
though at present the inequitable
variance of rates in metropolitan
markets is an ironic sidelight. The
highest per-minute rate in New York
City, for example, is $575, while
WFIL-TV in Philadelphia charges
$600 flat per minute on its kid pro-
grams. New York, most observers
concur, is badly underpriced
("Should be $1,200-1,300 at least,"
says one rep), while cities like Chi-
cago and Los Angeles are scaled in
proper proportion to market condi-
tions. The magic cost-per-1,000 num-
ber, by the way, is in the $2 area.
Other notable spot /toy highlights:
• Remco and Mattel are schedul-
ing on a 52-week basis in many mar-
kets. Others, such as Hasbro, are
advertising on a heavy flight basis
past the normal toy season. Marx is
in-and-out on a year-round basis.
• Three major toy advertisers —
Remco, Mattel and Louis Marx —
spent more than $5.5 million in tv in
1961, are expected to topple even this
figure in 1962.
• The A. C. Gilbert Co., reported-
ly suffering a sales drop in its build-
er toys and science kits, has ear-
marked more than half ($550,000)
of its doubled $1 million 1962 adver-
tising budget for a 53-market tv spot
campaign in the fall, seeking to re-
verse the decline through tv's now-
established pre-Christmas results.
The network picture will undergo
a major metamorphosis this fall, with
ABC TV off and running. Between
its American Bandstand (4-4:30p.m.)
and American Newsstand (4:50-5
p.m.), ABC will introduce a 20-min-
ute Monday- through -Fridav "con-
structive entertainment" called Dis-
covery, in which Mattel. Kenner and
Transogram. as well as Binney &
Smith, have already bought partici-
pations. This will be the only net-
work kid strip in late afternoon, and
although ABC officials are estimating
modest ratings (competition will be
Edge of Night on CBS, Here's Holly-
wood on NBC), they feel a 20 share
of audience will be commercially suc-
cessful.
The most unique action in pre-air
planning of Discovery — so far as toy
advertisers are concerned — is the re-
striction of toy advertising to less
than 50% commercial time.
"We don't want the show deluged
with toy advertising," says Ed Bleier,
vice president in charge of tv day-
time shows. "This is a quality format,
which needs commercial balance. One
of our main reasons for undertaking
it on a strip basis is the fact that
only with such a show, and at such a
time, is there an opportunity to get
kids and their mothers together. We
expect mothers to watch Discovery,
whereas we know they're not watch-
ing Bugs Bunny on Saturdays. We
feel we're helping to obviate the
Soupy Sales and Three Stooges type
of programing."
ABC's Saturday line-up is being
expanded, too. 11:30-12 noon will
see Top Cat lifted from current prime
time viewing, with Transogram al-
ready a participant. At 12 noon,
Bugs Bunny will continue his run for
General Foods, with the Tuesday
7:30-8 p.m. program eliminated.
The Magic Land of Allakazam will
have the 12:30-1 p.m. berth, with
Lakeside Toys and Marx already
signed up. The network is also shop-
ping around for additional kid pro-
graming for its 11 a.m. and 1 p.m.
time periods.
As far as Saturday competition is
concerned, neither CBS nor NBC now
program kid shows in the 12:30-1
p.m. period, but 11:30-12 noon prom-
ises to be highly competitive, with a
circus show CNBC) and Roy Rogers
(CBS) against Top Cat, as well as
the 12 noon period when Bugs
Bunny will hop against Sky King on
CBS and Mr. Wizard on NBC.
Much thought is being given by
ABC program and sales people to the
11 a.m. time period, where CBS now
programs Rin Tin Tin and NBC pro-
grams Fury. Notable also in the ABC
line up is Saturday 7-7:30 p.m.,
where Matty's Funnies with Beany
and Cecil will be debuting. Mattel
has already signed up.
The CBS and NBC line-ups do not
promise any particular upheaval.
Captain Kangaroo, in early morning,
continues to be CBS's anchor man.
NBC has announced acquisition of
Emenee Industries (musical and elec-
tronic toys) for one-half sponsorship
of its Bullwinkle Show, which will be
moved from 7-7:30 p.m. Sundav to
5:30-6 p.m. Sunday, beginning 23
September. General Mills will con-
tinue its one-half sponsorship of the
series. NBC also announced orders
from six toy manufacturers for its
KFMB RADIO lets you reach out,
into a four county primary area
where, according to Pulse, more
adults listen to KFMB than any
other station. Bonus audience
in four additional counties, too!
KFMB
RADIO
SAN DIEGO
//uiMcmtiMvA le&ziHAi&ro (Zl&ip&'taGsi^
In Television: WSR-TV Buffalo
. WDAF-TV Kansas City . KFMB-TV /^~~\^~\^~~\ „
San Diego • KERO-TV Bakersfield \y\"_\/^_y
• WNEP-TV Scranton-Wilkes Barre »,o,fl.,is.»».R.«..^
Ss^e°' 380 MADISON AVENUE
Represented by |n Radio: KFMB & KFMB-FM Sar
ego • WDAF & WDAF-FM Kansas
City • WGR & WGR-FM Buffalo
NEW YORK 17. NEW YORK
SPONSOR
14 may 1962
53
STANDARD
ADVERTISING
REGISTER
Reaffirms it- established policy
which for 47 years has been
responsible for Standard's
proved integrity to its sub-
scribers.
The deliver) of all Standard
Publications is guaranteed by
contract — insuring regular on-
time delivery — with no omis-
sions, no skipping of weekly
bulletins, montnl) supplements.
or Agency Lists.
In fact, with dependable, sched-
uled regularity, you can expect
and will receive
1 . Annual Product Edi-
tion in April
2. Cumulative Supple-
ments Monthly
3. Agency and Person-
nel Bulletins Weekly
4. Geographical Index
in June
5. Agency Lists every
January, May and
September
6. Geographical Regis-
ter (optional to sub-
scribers in place of
Product Edition) with
Weekly revisions,
every September
Of course, Standard's service
department is staffed by the
most efficient and experienced
personnel.
Your nearest Standard office
will be glad to give you the
facts more fully on Standard's
proved record of performance.
NATIONAL REGISTER
PUBLISHING CO., INC.
147 West 42nd Street
New York 36, N. Y.
333 North Miehigan Avenue
Chicago 1, Illinois
2700 West 3rd Street
Los Angeles 57. Calif.
Saturdaj morning schedule during
the pre-Christmas months next sea-
son. The) are: American Character
Doll. Horsman Dolls. rlassenfeld
Bros.. Wham-0 Manufacturing,
Marx, and Reinco. As previously an-
nounced, Lionel and Remco will co-
sponsoi \l(ic\'.s Thanksgiving Day
Parade and Circus on 22 November.
Noteworthj in both the spot and
network pictures is the tv advertis-
ing effectiveness stud) on parents' at-
titudes toward purchasing influence
of children, released in March of
this \ear b\ WJXT I TV l . Jackson-
ville. Fla. Conducted b\ William
\\ aid Associates, an independent re-
search firm affiliated with Callup and
located in West Palm Beach. Fla.. the
survej consists of personal inter-
views with homemakers in 355 tv
homes during January of this year.
Almost half 1 48% I of the parent-
respondents indicated that the young-
er children had either a very strong
or slightly strong influence on their
purchasing, and over half (52%)
noted the same degree of influence on
the part of the older group of chil-
dren. Onl\ 3595 and 31$ reported
no influence at all for younger chil-
dren and older children, respectively.
But while results such as these are
cause for jubilance in many industr)
corners, a growing number of people
are eyeing the kid show-toy market
boom with sober concern, if not
alarm, sponsor has learned that sev-
eral top-level conferences between
agencies, networks and station groups
have taken place recently, all explor-
ing the practical and ethical issues
involved. Two issues stand out:
1. The practice among many to)
manufacturers of advertising high
priced items with the dubious word,
only (only $29.95; only $47.50),
thus taking advantage of a child's
ignorance of money matters.
2. The probability that, come fall,
some toy manufacturers will abstain
from price mention altogether, thus
whetting appetites for the same cost-
1) toys; and, as some agency men
see it. simply abandoning the unsus-
pecting parent to the same "shocks,"
but at the store level.
\s an agenc) account executive for
one of tv s leading toy advertisers
summed it up for a SPONSOR editor:
"If the tv-toy story continues as it is,
the only possible ending is the break-
ing of the American parent. Most
stations program at least three hours
of kid programs a week, and ')()'< of
the commercials in these shows, dur-
ing the Christmas season, are for
|o\~. At this rate, the average child
is asked to purchase about S3(K)
worth of to\s per hour. At the low-
est estimate, this amounts to $9(M) a
day. Lets face it. It's wild, getting
wilder b) the year, and while the
questions are plentiful, no answers
have yet come around." ^
TV STATESMEN
^Continued from page 35)
pays his own expenses and any large
expense is split among the entire
association.
ABC membership is limited to
basic affiliates: NBC members include
basic and option affiliates with a vice-
chairman on the board for each. But
the chairman must always represent a
basic affiliate. The CBS association
breaks its board into nine districts,
plus two small I or extended market
plan) station members.
The elections of the board members
also differ. Each staggers its board
membership so that continuity is
maintained bv never electing a full
board at one time. The ABC affiliate
chairman names a nominating com-
mittee: the NBC board appoints nom-
inating committees which agree on a
single slate of candidates. Each of
these board men are elected by secret
ballot for a two-year term and may
be re-elected once.
CBS board members serve for three
years and may not be re-elected al-
though they can be nominated after
a three-year hiatus. Each outgoing
board member nominates two candi-
dates from among his constituents.
These names are screened by the
board to make certain, for example,
that no group-ownership operation
has more than one representative
among all the nominees. The list is
then turned over to an outside legal
firm. These lawyers run the actual
election b\ mail and certify the win-
ners.
The board members of each asso-
ciation actually work at representing
their constituents, at soliciting and
often ferreting out any and all ques-
tions, comments and complaints their
constituents may have about network
relations. These are screened by the
full board and digested into an agen-
da for their next meeting with the
network.
54
SPOXsui;
14 mai 1962
The agenda can, and does, include
such simple housekeeping queries as,
"How come my payment checks are
always late?" — usually resolved bj
speeding-up the billing procedure — to
such basic policy matters as "When
are we going to get color program-
ing?" or, "Isn't it about time our
network did something about its news
operation?"
At a typical meeting, held earlier
this year, such problems were dis-
cussed and resolved with a full roster
of network brass including: chairman
of the board, president, executive vice
president, and the vp's for adminis-
tration, operations, sales, programs,
finance, station relations, news and
research.
The network executives, in turn,
had an agenda which included: a re-
port on the current season in terms
of audience, sales and programing; a
presentation about network econom-
ics; programing plans for the balance
of this season, for the summer, and
for the new season; an outline of
what the news department had in the
works; an analysis by the research
department; availabilities; additional
daytime minutes; product and pro-
gram promotion; expansion of closed
circuit previews and other matters.
Actually the various affiliate asso-
ciations wear the pants in this mar-
riage with the network. The board
members usually know what the grass
root membership wants before the
network realizes it and when the de-
mand is great enough the network
fills that want.
Thus the ABC affiliates were re-
sponsible for the 40-second station
break; for prodding the network into
expanding its sports coverage even
though they lost college football to
CBS; for pushing the network to "do
something to hypo news and public
affairs, get a name to head it up"
until ABC went out and hired Jim
Haggerty. The affiliates also kept ask-
ink about color until, at their last
meeting, the word came that ABC's
company owned stations were going
into color and color feeds would be
available to the affiliates.
The NBC affiliates asked for and
got additional daytime minutes, in-
creased closed circuit previews, and
had a hand in the sharp upturn of
the network news operation a couple
of vears ago.
The CBS association was directly
responsible for the shakeup in CBS
News that put Dick Salant in charge
of that operation. They asked for
additional sports programing so often
that CBS bid-in the NCAA football
schedule. And the CBS TV Baseball
Game of the Week, due to be dropped
because the network was barelv
breaking even, was continued when
the board noted that the smaller affili-
ates needed these programs.
There is no doubt that the network
affiliate associations have been an im-
portant factor in the growth of tele-
vision. Much of the success stems
from the mature and mutual respect
each has for the other and their prob-
lems. It is unusual, it was unexpected
and it works — so far. ^^
INTERNATIONAL TV
I Continued from page 40)
difference in detail is so varied that
space will not permit an attempt to
catalog them. Broadly speaking, the
American type of rate card structure
is discernible as the model for many
countries which accept sponsored
programs.
A general idea of the practices fol-
lowed in the countries which permit
only spot announcements can be ob-
tained from studying the British sys-
tem, although it must be pointed out
that there are in fact numerous de-
partures from the British pattern,
especially where commercial periods
are limited to a small portion of the
total broadcast time, and the choice
of spots is limited.
In the United Kingdom, the rate
cards of the programme Contractors
divide the time span from sign-on to
sign-off into six or seven "day-parts,"
with a graduated scale of rates indica-
tive of the audience potential of each
segment. On payment of a surcharge,
spots may be scheduled at specified
times within a chosen daypart. 30-
second announcements are regarded
as standard but 15-second spots are
also widely used, and units of 5, 7.
45 and 60 seconds may be purchased.
The spots are placed between pro-
grams, or in what are called "natural
breaks" in the programs. The com-
mercial breaks will normally contain
two or more announcements, and
first or last position in the break may
also be reserved, at a surcharge. The
positioning of announcements fre-
quently differs from station to station,
since the advertising spots are not
released over the network even when
inserted in network programs. The
stations cut-in at the proper moment
and insert the commercials scheduled
for their respective transmitters.
In addition, most of the British
Contractors have certain features
called "magazine programs" which
are usually confined to the transmit-
ters of individual contractors, and are
not networked. Typically, they are
broadcast during off-peak hours, and
feature a "personality" offering enter-
tainment and/or commentary. Then
include an average of some eight to
ten 60 or 90-second advertising par-
ticipations in a total of up to 20
minutes.
Some of the contractors also offer
low-rate magazines which are some-
what more like moving billboards,
featuring brief ads strung together
with a minimum of talk or entertain-
ment. These provide an inexpensive
vehicle for local advertisers.
One further type of purchase which
is offered by some British stations is
known as the "guaranteed audience
plan." Under this arrangement the
advertiser buys a circulation of so
many thousands of homes within a
given period of time and supplies the
station with a commercial announce-
ment to be used. The station then
places the announcement at its discre-
tion in any time spot considered suit-
able. The following week, when the
audience research reports are issued,
the audiences for these times are ex-
amined and if they fall short of the
guarantee the spots are repeated at
other times. At the end of each month
the program contractor bills the client
and shows the audience totals
reached. Normally these will be in
excess of the guarantee but, if they
should happen to be lower, the an-
nouncement will normally be re-
peated still further until the guaran-
tee is met. If a time limit should have
been agreed upon, or if it should be
undesirable ot continue repeating the
announcement, the advertiser would
be rebated proportionately for the
short-fall in audience.
While the British system does not
permit program sponsorship, the
availabilitv of advertising time at
frequent intervals throughout the
broadcast dav provides wide scope in
the selection of spots to reach specific
kinds of audiences. This can involve
as careful a study of the appeals of
individual programs, and their result-
i Please turn to page 6 5
SPONSOR
14 may 1962
55
TV BASICS
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SPONSOR • 14 MAY 1962
Sponsor backstage (Continued from page 15)
"To our advertising friends," says the Post ad, "we say that count-
ing noses alone is not enough. Noses do not buy: people buy. Peo-
ple are not numbers; they are people. Being people, some are more
equal than others. Being people, they react to different media in
different ways."
I believe that there will always be a place for well-edited maga-
zines, attuned to their times, and supplying a kind of information
and entertainment large numbers of the people want. I hope The
Saturday Evening Post is outstanding among them. I hope Walter
Winchell was completely wrong in publishing this item a couple of
weeks ago:
"Satevepost brass confide to intimates: 'No matter what happens
from here on we will lose a million dollars a year.' '
But right or wrong, the current Satevepost sales pitch sounds to
me very much like a competitor on the defensive, and rather reach-
ing for an angle.
About the same time that Post ad was running in newspapers in
major markets around the country, salesmen were making calls on
agencies with little transistor radios. The point of the radios was to
illustrate that radio breaks the big news stories to millions of people
almost instantaneously. These salesmen weren't radio station or
network time salesmen. They were space salesmen for one of the
finest newspapers in the nation, the New York Herald Tribune. Along
with the transistor demonstrations, they were passing out a pitch of
John Hay Whitney, the paper's publisher and editor-in-chief, conced-
ing the aforementioned speed with which radio brought the news
to the people.
The obvious edge of radio
The Tribune boys' pitch was that, therefore, the smart newspaper.
the Trib for instance, was "far more selective and livelier in its re-
porting and much sharper in its analysis of the causes and implica-
tions" of the news. Just as The Saturday Evening Post was conced-
ing the big circulation appeal to television, just so was the Tribune
acknowledging, indeed emphasizing, the obvious edge radio has in
the area of being first with the news.
Whether the newspapers and magazines have any alternatives to
recognizing these vital superiorities of television and radio or not,
the situation certainly keeps them in an unenviable competitive posi-
tion. I'm happy my destiny doesn't lay with selling space in printed
media these days. It seems to me one of the more difficult methods
of earning a share of bread.
Major magazine and newspaper pitches these days seem to dwell
increasingly on their determination and exceptional capabilities to
tackle important subjects in depth, and to influence the population
and cause action and reaction.
I wonder whether The Saturday Evening Post, the Herald Tribune
or any newspaper or magazine could have gone into more effective
and attention-grasping depth on the subject of abortion than the
much discussed Defenders show on CBS TV last Staurday (28 April)
night. The influence of the show, the action or reactions it will cause
are still to be seen and felt. But that kind of a show makes me
wonder whether, even in the area of penetration of subject and influ-
ence, our printed word friends are on really solid ground. ^
1st... in Communitq Life
1st. ..in Overall Ratinqs
1st.. .in Sell .
1st... in Adult Listening
L
K j_
RADIO 132.
AHentown -Bethlehem - Easton
5000 WATTS. No. 1 latest Hooper and
Pulse. Lowest cost per thousand-audi-
ence in vast Lehigh Valley growth
market. First with BlueChip advertisers.
RADIO 138
Tampa - St.Petersburcj.Fla.
5000 WATTS. No. 1 January-February
1962 Hooper . . double of all other
area stations. Lowest cost per thousand
audience ... in fast growing Tampa-
St. Petersburg market.
rrrv:
RADIO 62
Beckleq - W. Virqirxia
1000 WATTS. No. 1 Hooper and Pulse
surveys, serving 9 big counties in heart
of West Virginia. Lowest cost per thou-
sand audience . . . featuring great
personalities.
RADIO I I I
Philadelphia- Area
500 WATTS. No. 1 latest Hooper sur-
vey report, covering large Philadelphia
and Norristown market . . . whew bulk
of consumers live and buy. Lowest
cost per thousand audience.
RADIO I 22
Jacksonville -f loridau
1000 WATTS. Roholl Radio's newest
baby, with new eye-catching radio
format. Climbing daily in ratings. Get
the facts on low-cost coverage
greater Jacksonville market.
RAHALL RADIO GROUP
N. Joe Rahall, President
Represented nationally by:
ADAM YOUNG, New York
Philadelphia Representative:
Paul O'Brien,
1713 Spruce St., Phila., Pa.
SPONSOR
14 may 1962
57
WRC-TV personalities are conversation stoppers. Washingtonians sit up and take notice when
WRC-TV personalities have the floor. Richard Harkness . . . Bryson Rash . . . Frank Forrester. . . Jim
Gibbons . . . Jim Simpson . . . Inga Rundvold. They're all big names in an area abounding in VIP's. It's
a fact . . .WRC-TV personalities deliver more homes than any competing channel in the important
11:00-11:30 P.M. service area, Monday through Friday. Same holds true against live local competition,
6:30-6:45 P.M., Monday through Friday.* Make your product the center of attraction in America's
No. 10 market ... let Washington's leadership station be your spokesman! H/l? P -TV F^
*FIRST AGAIN -ARB, NSI (1st in total homes, sign-on | ^ WASHINGTON NBC OWNED
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REPRESENTED BY NBC SPOT SALES
58
SPONSOR
14 may 1962
Whafs happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
14 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
The accused had already been hung before the Senate Judiciary Juvenile De-
linquency subcommittee got around to giving them a hearing.
That was the situation facing top network executives as they tried to explain charges
that programs were "hypoed" with sex, crime and violence on direct orders of the networks.
The subcommittee had at hand copies of interoffice memoranda, and communications be-
tween network figures and independent program packagers. This was ammunition for an
attempt to prove that the guilty verdict already reached had been amply justified.
As a point of fact, the report of the overlong investigation might already have been written
before the networks were called upon to send down their top officials for still another quizzing.
Subcommittee chairman Thomas J. Dodd (D., Conn.) had already issued his pro-
nouncement to the effect that the "culprits" were, in fact, guilty. Staff members
supposedly doing a job of probing, instead pronounced opinions, and these held (a) that
there is excessive crime, violence and sex on the air; and (b) it has the effect of increasing
juvenile delinquency.
Dodd had already announced publicly that networks must be brought under FCC regula-
tion in order to cut down on this allegedly harmful fare.
Testimony of network officials was supposed to ring down the curtain on the marathon
juvenile delinquency hearings. Whether it would actually do so, or whether Dodd will find
new areas to probe, is open to question.
At all events it did appear that the final report would be released before the end of this
session of Congress. There is some doubt that this timetable will permit any additional hear-
ings, but there is no doubt that the final report will hit tv hard.
Dodd has been pressing for network regulation throughout this session.
Any Senate bill looking toward such a goal would have to be approved by the Senate Com-
merce Committee, which has jurisdiction over broadcasting. Efforts by the Connecticut Demo-
crat to convince this committee that it should start the ball rolling have not yet met with
any success at all.
The question of whether networks should be regulated has been on the Commerce Commit-
tee agenda for some time, independent of the Juvenile Delinquency subcommittee hearings.
No move has been made to set hearing dates, and it is now questionable whether any such
dates will be set during this Congressional session.
The expected strong Dodd subcommittee report could result in hearings on network regu-
lation either during the recess period, or during the next session of Congress. Even if action
were quick and the Commerce Committee did begin action during this session, the time is al-
ready so late that it would be next to impossible to pass legislation on the subject this year.
Dodd's strategy appears to be to create a big enough splash to force action on net-
work regulation. He has an uphill fight, since there is no recognition of any overwhelming
need for such action by Congress. And this very fact could result in an even more scorching
report by Dodd's subcommittee.
The all-channel tv set bill still has the Senate to hurdle, though proponents re-
main completely confident of passage.
More pressure is being exerted against the bill, however, than was true in the House.
Proponents are heartened by the wide margin by which the bill passed the House, as well
as by opposition of many Senators to FCC-proposed deintermixtures which would remove op-
(Please turn to page 61)
SPONSOR
14 may 1962
59
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
14 MAY 1962
Copyright 1MB
SPONSOR
PUBLICATIONS INC.
Chevron brand, which is distributed by the California Oil Co. of Perth Amboy,
N.J., is returning to spot radio after a four-year absence from that medium.
In the interim it had been exclusively in spot tv, as far as broadcast media is concerned.
The money for radio is coming out of spot tv, with the radio campaign embracing 75
markets for 16 weeks starting 22 May. Chevron's area of distribution: 12 states extend-
ing from Maine to Virginia.
Interesting sidelight : Chevron gained much fame from its unique tv commercials and the
trade will doubtless note how the brand has gone about adapting that uniqueness to
radio.
Budweiser's (D'Arcy) annual Pick-A-Pair promotion kicks off the end of this
month, with budgets reportedly a little bigger than last year.
The campaign, in all media, lasts for two months and the vital factor, both in sales and
the success of Pick-A-Pair, is whether the month of June is a hot one in most sections of
the country. If, as last year, the month of June is unseasonally cool, the promotion will prob-
ably be extended.
Incidentally, Budweiser, which has been the sales champ for the past five years, is now
concentrating a little harder on sell. Bud's tv and radio pitch, while still in the soft-sell
category, has changed copy ever so slightly but significantly to put heavier emphasis on sell.
Instead of "Where there's life there's Bud," it's now "This calls for Bud."
Its been like old-home-week lately with all the veteran soaps and detergents back
on the tv buying line.
Recent weeks have witnessed the return of Colgate-Palmolive's Vel, Tide and Fab and
P&G's Ivory. Another stalwart starting the availability search is Colgate's Super Suds (Street
& Finney) , for a 4 June start.
Also prominent in the tv spotlight last week were the insecticides, with schedules start-
ing soon, slightly in advance of the bug-biting season.
For details of this and other spot activity of the past week see items below.
SPOT TV BUYS
Helene Curtis is in selected markets to promote various products with 52-week schedules. Time
segments: nighttime minutes. Agency: Edward H. Weiss. Buyer: Bruce Galler.
Gulf Oil is testing its insecticide (Gulf Spray) in limited markets. Schedules start 16 May and
run for 17 weeks using nighttime breaks and I.D.'s. Agency: Erwin Wasey, Ruthrauff & Ryan.
Buyer: Irene Hess. (The account is good for some $58,000 in spot tv annually.)
Miles Laboratories is seeking minutes in kids shows in over 20 markets on behalf of Bactine
Liquid. Campaign kicks off 1 June and continues for eight weeks. Agency : Wade, Chicago.
Buyer: Andy Anderson.
Golden Grain Macaroni starts today, 14 May, with daytime minutes in selected markets.
Schedules run for 13 weeks. Agency: McCann Erickson, San Francisco. Buyer: Marianne
Monahan.
Colgate-Palmolive is testing Action Bleach in a few markets. It's a lengthy buy starting 11
June and running through December. Time segments: daytime and nighttime minutes and
30's. Agency: Ted Bates. Buyer: Bill Petty.
Saffola, the polyunsaturate mentioned here 16 April for its first spot tv campaign, is going
into a few selected markets again on behalf of its margarine starting today, 14 May, for eight
60
SPONSOR • 14 MAY 1962
SPOT-SCOPE continued
weeks. Time segments: daytime fringe and prime minutes and breaks. Agency: Garfield, Hoff-
man & Conner, San Francisco. Buyer: Frances Lindh.
Associated Products is buying several markets to promote its 5 Day Deodorant Pads. The
campaign is scheduled to start 4 June and will run for 13 weeks. Time segments: prime breaks
and minutes and fringe minutes. Agency : Doyle Dan Bernbach. Buyer : Nate Rind.
Colgate-Palmolive is back on the buying line for Super Suds Detergent. Daytime minutes
start 4 June and run for 17 weeks and daytime, fringe and prime I.D.'s will begin the same date
for four weeks. There are some 10 markets involved. Agency: Street & Finney. Buyer: Eleanor
Scanlon.
Gerber Products launches a six-week flight for its baby foods next week, 21 May. Schedules
are in selected markets, using daytime breaks. Agency: D'Arcy. Buyer: Don Hotaling.
American Home Products wants daytime and night minutes for its Black Flag insecticide to
start soon and run through October. Agency : Ted Bates. Buyer : Tom Clancy.
Toni division of Gillette and all three of its Chicago agencies, Frank, North and Wade are re-
shopping and re-shuffling its current big buy for a 20 May changeover to 87 rating points in
each market. Up until now 100 rating points was the schedule level.
Procter & Gamble is lining up markets for Secret, as reported here recently. Buying is
being done out of Leo Burnett, Chicago and the campaign, which kicks off 27 May, will run
through the P&G year, using nighttime minutes. Buyer is Wes Parma. Secret's 1961 spot
budget: $2,169,210.
Armour kicks off a campaign for its grocery products division on 10 June. Foote, Cone &
Belding, Chicago is seeking minutes in women's viewing time in about six selected markets.
Promotion will run for 13 weeks. Buyer: Gwen Dargel.
Scott Paper is going into selected markets for its Hankey Pack, seeking daytime and early
and late night minutes to start 28 May for eight weeks. Agency: J. Walter Thompson. Buyer:
Joan Ashley.
SPOT RADIO BUYS
Pet Milk Co. will hit major markets on 4 June with a 15-minute program aimed at the Negro
market called "Showcase." It's a three-day-a-week deal, with the show produced by Pet's
agency, Gardner St. Louis. Campaign is on behalf of the evaporated milk.
California Oil Co. (Perth Amboy) is buying big chunks of radio time in 75 markets for
Chevron Gas. It's a 16-week heavy saturation campaign, starting 22 May in Chevron's north-
east marketing area (Maine to Virginia). Time segments: afternoon and weekend drive min-
utes in all markets and 20's in some markets where weather reports are available. Agency :
BBDO New York. Buyer: Marv Shapiro.
Sunkist lemons schedules start at mid-month in a number of top markets. Placements are
for 11 weeks, using minutes and 30's. Agency: Leo Burnett, Chicago. Buyer: Sam Wilson.
Nestle is placing Nestea schedules of Saturday and Sunday prime minutes in about 30 mar-
kets, two- and three-stations deep. Start is 16 June for 10 weeks. Agency: McCann-Erickson,
New York. Buyer: Judy Bender.
Quaker State Motor Oil begins its summer run 21 May. Schedules of minutes are set for 13
weeks. Agency : Kenyon & Eckhardt, New York. Buyer : Agnes Del Colle.
WASHINGTON WEEK (Continued from page 59)
erating vhf stations in their own states.
Opponents, chiefly the set-makers, now fully awake to the fact that the measure has a
good chance for passage, are relying on the unusual nature of the bill.
They are also aware of the fact that either Chamber will occasionally fail unexpectedly to
bring up for a vote a bill which has overwhelmingly passed the other Chamber. It is conceded
that if the bill is debated on the Senate floor, it will pass.
SPONSOR • 14 MAY 1962
61
L I
14 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
A round-up of trade talk,
trends and tips for admen
62
SPONSOR HEARS
Chicago reps, always resourceful in spirit, were able to comfort themselves
over the switches of hunks of the Pillsbury and Duncan Hines accounts to New York.
Why they weren't shaken:
• The Pillsbury billings (from Burnett to McCann-Erickson) were generally placed
with network tv.
• Gardner, which lost out to Compton, can be depended on to use that Duncan Hines
spot experience to sell the spot tv gospel to not only its present accounts but a line com-
petitive to DH which is waiting in the wings to go Gardner.
BBDO New York is going through its tri-annual routine of tearing down per-
sonnel cubbyhole partitions and modernizing their looks.
For sales reps the ritual poses a slight hardship : they have to do some wandering around
before they can spot their buyer destination.
It appears that the series of March of Time programs that Time, Inc., taped last
November is doomed to gather dust for evermore.
The project, which is estimated to have cost around $300,000, had Ambassador Henry
Cabot Lodge as the narrator.
The toughest account to ride herd on for an agency is a trade association.
If petty bickering breaks out among the members, the agency is often the goat. Or if the
agency takes on the account of a member's competitor, the miffed member calls for the agency's
scalp. It's now happening in the case of a banking group.
Just to set the record straight, the minute participation in nighttime network tv
programing was not actually an ABC TV innovation.
Back in 1948-49 DuMont was selling 'em to drug manufacturers via the Whelan
chain on the Sid Caesar-Imogene Coca show.
The FTC eventually got into the act and tabooed the Whelan tie-up because of some-
thing that had to do with the Robinson-Patman Act.
A leading rep has abandoned his plan to plump for the adoption by tv stations
of a rule requiring a four-week cancellation notice, instead of the present two, as
is the contractual rote.
He checked among agencies and was told uniformly that the plan would throw a road-
block for spot, since it was the two-week out that gave the medium its special advan-
tage, namely, flexibility.
One of the computer companies is so anxious to get a wedge in the advertising
field that it's offering a free deal in working out a media problem.
The stipulation: everything be treated in code names so that the resulting material could
serve as a sample case history for peddling of the computer service among advertisers and
agencies.
SPONSOR • 14 MAY 1962
INTERNATIONAL TV
(Continued from page 55 I
ant audience characteristics, as if
actual sponsorship were being con-
sidered. The advertising rate levels
for spot announcements may well
justify such care — at least in the
peak periods, for which "one-time"
rates of 30-second spots are listed at
$3000 for London alone, and add up
to about $11,000 for all ITV stations.
The incentive thus exists for scientific
campaign planning and for skillful
time buying.
Although statistics on the owner-
ship of television sets are obtainable
for most countries, they vary consid-
erably in accuracy, completeness and
the adequacy of provision for sub-
ordinate area breakdowns. Also, be-
cause of the rapid growth of televi-
sion ownership, published figures
sometimes lag behind the actual situ-
ation. Even in some countries where
individual receiving-set licenses are
mandatory, the official figures based
on licenses issued may be somewhat
short of total ownership, depending
on the current number of unlicensed
(and unrecorded) television sets in
use. The sales records of receiver
manufacturers, wholesalers and retail
dealers seldom provide adequate in-
formation on the ultimate distribu-
tion pattern of set ownership by mar-
ket areas, states, counties or other
minor civil divisions.
Thus, the compilation of compre-
hensive and reliable statistics on tele-
vision ownership, in a form suited to
the analytical and planning require-
ments of major advertisers, is a com-
plex and expensive undertaking, re-
quiring technically sound surveys of
homes throughout the area concerned,
and correlation with supplementary
Census data. Such studies are typical-
ly undertaken on an annual basis,
with currency maintained by interim
projections, but few countries provide
information of this detail and scope
at the present time.
Under such limitations, the table of
national tv ownership on pages 36
and 37. is offered with some necessary
reservations, as an approximate pic-
ture for 1 January. 1961. It was put
together after a study of several pub-
lished listings which were in turn
compiled from a variety of sources.
They were not all of identical date
and not always in close agreement, so
that it was felt necessary to make
some extrapolations for which the
Are you sure you're considering
the whole ball off beeswax?
Your advertising plans for Inland California and Western Nevada
are incomplete if you're forgetting about the best way to reach this
entire vital market - BEELINE RADIO. It's a fact that the
McClatchy stations reach more radio homes here than any other
combination of stations — at the lowest c/M. (Nielsen Coverage
Service Report #2, SR&D. )
McClatchy Broadcasting Company
delivers more for the money in Inland California-Western Nevada
KOH RENO • KFBK SACRAMENTO • KBEE MODESTO • KMJ FRESNO • KERN BAKERSFIELD
SPONSOR
14 may 1962
63
writei makes no claim to infallibility.
In short, the table is essentiall) a per-
sonal appraisal and does nol aspire
to tlie -t <i1 ii~ of a Nielsen report.
Television, a- a system of mass
communication, is already world-
wide in it- ramification. Through
film and tape, many programs have
multi-national exposure, while spe-
cial cables and short-wave links have
extended network- oxer national
boundaries. Eurovision (the all-
Europe network system) has already
disseminated main programs of the
highest international interest. Sat-
ellite development will soon permit
instantaneous intercontinental cover-
age, at least for events of world im-
portance. Advertising coverage is
following dose behind. Alread\ a
number of well-known American
trade-names are familiar on the tele-
vision screens of Great Britain and
Germany. Several international films
of European origin now use televi-
sion advertising in the United States
as well as in other countries of the
Western Hemisphere. In fact, for
several years past, television adver-
tising has been successfully conduct-
ed on an international scale by cer-
tain leading advertisers. ^
EATON
(Continued from page 42)
which Eaton brings the Yale games
to local listeners, speaks with admira-
tion of Eaton's unerring fidelity in
describing gridiron encounters. "Dur-
ing the three years Howie Eaton did
staff work for us while attending
Yale, he gained valuable experience
in the various aspects of production
and announcing, particularly in play-
by-play announcing of Yale foot-
ball," Davis told sponsor. "After
graduation a vocation became an
avocation as Howie returned each
fall to the WELI broadcast booth
atop the press box at the Yale Bowl
to broadcast Yale football."
"A broadcaster's chief fears are
not double reverses or great decep-
tion by a quarterback." Eaton ob-
served recently. "We have three sets
of eyes watching every play — mine
and those of the spotter for each
team. I watch the ball and the spot-
ters pick up the names of the rush-
ers, passers and tacklers. It's a bit
difficult at the very start of the sea-
son, but I don't think we make many
mi-takes after the second game."
64
Eaton said he was too young to re-
call the ladio football reports of Ted
Musing and Graham McNamee hut
in his opinion the best football re-
porting on the air was tinned in by
liill Stern. '"Stern brought a sense of
drama to the game." Eaton said. Both
Red Barber and Mel Allen, in Eaton's
opinion, are superb baseball broad-
casters and Marty Glickman. he feel-.
is tops in basketball. Hockey, as
Eaton sees it. is the sport most diffi-
cult to describe on the air.
What with Saturday afternoon
football and a Mt. Everest of re-
quired reading including an ava-
lanche of trade papers and profes-
sional journals, it doesn't leave him
much time to indulge in other hob-
bies. He concentrates on the cinema,
and the theatre. The Eatons prefer
off-Broadway productions. "The most
exciting theatre-going today is off
Broadway." he observed.
Eaton is married to the former
Elena Bosworth of Watsonville, Calif.,
a town some 80 miles from San Fran-
cisco. Mrs. Eaton attended Stanford
University and later worked as a li-
brarian in the San Francisco Chroni-
cle "morgue." Their home in Man-
hattan is rich in books, semi-abstract
paintings and prints.
Among the books are such dis-
parate titles as Robinson's "A History
of Naval Tactics"; Fiedler's "Love
and Death in the American Novel":
Schlesinger's "The Politics of Up-
heaval"'; Flaubert's "Madame Bo-
van : Esar's "Joke Dictionary":
"A Marianne Moore Reader": Pei el-
man's "The Most of S. J. Perel-
man" and a shelf filled with Kipling's
romantic accounts of British imperi-
alism at the turn of the century.
What the titles reveal are the enlight-
ened tastes of two young and thought-
ful people keenly interested in both
the Old World and the New and of
the crucial years ahead.
At Grey, Eaton will be working
with Hollender: Larry Deckinger.
media director: Hal Miller, associate
media director: Helen Wilbur, me-
dia supervisor for network programs
and Sidney Hertzel. business mana-
ger.
The general feeling on Madison
Avenue and Broadcast Row is that
the present Grey tv/radio department
is hip-deep in fresh creative talents
and that with the Eaton arrival it
added still another proven program
executive to its staff. ^
GLAMORENE
{Continued from page 45)
audio (d a typical 20-second Glam
orene Dry Cleaner tv spot:
Not for sale but for rent.
Glamorene's Electric Rug Brush
the new. eas\ way to apply Glamor
ene Dry Cleaner.
Beautifully dry cleans your rugs in
minutes.
Ready to walk on.
Wherever Glamorene is sold, rent
And with Glamorene Rug Sham
poo, everyone gets professional re-
sults.
Glamorene Electric Rug Brush.
Low Daily Rental.
Here is the Glamorene Rug Sham-
poo 20-second spot:
Not for sale but for rent.
New Glamorene Electric Rug
Shampooer . . . shampoos rugs and
carpets easily as vacuuming.
Low Daily Rental.
Saunders said all the tv cominer
rials were done on tape. "We were
tremendously pleased with the re
suits," he said. "We shot two 40's
and four 20's. We started at 10 in
the morning and we wrapped up at
nine that night with an hour out for
lunch and an hour for dinner. The
maximum number of takes was four
per commercial. Some were done in
two."
All in all, there has been a con-
sistent ringing of cash registers since
the spot television campaign was
launched. Not only has Glamorene
clicked on the mainland of the United
States, it has also managed to make a
deep dent in the state of Hawaii.
Hulsh told sponsor: "After the
first three weeks of tv programing,
I was sorry we hadn't gone into more
tv markets. In Honolulu, for exam-
ple, we have an electric rug sham-
pooer distribution that was practical-
ly nil — that is, it was nil until we
decided to test the effectiveness of
television. We ran the electric rug
shampooer commercials on a Hono-
lulu station. After the first week,
Glamorene received a long distance
call from Honolulu pleading for ma-
chines. They said they were swamped
with calls asking where they could
get them."
Accordingly, Hulsh has made up
his mind what next to do. "You
can be sure that television will be the
major medium in all future Glamor-
ene advertising programs." ^
SPONSOR
14 may 1962
SPONSOR /40-YEAR^ALBJJM °f PIONEERJZADIO STATIONS
SPONSOR
Our editors have selected the 275 pictures and story cap-
tions that make up a remarkable record of radio. It reveals a
great advertising medium as it was born and as it grew.
The 40-year Album will be, we believe, your book of the year.
We're anticipating a heavy demand with thousands of extra
copies beyond normal press-run. Advertising rates same
as regular issues.
Wire your reservations today.
Address SPONSOR, 555 Fifth Avenue, New York 17
14 may 1962
65
SPONSOR
WEEK
Advertisers
WRAP-UP
NAB
(Continued from Sponsor Week)
Ellis (program manager, WSB, At-
lanta), Herbert L. Kreuger (v.p.,
WTAG, Worchester), and Robert L.
Pratt (manager, KGGF, Coffeyville).
The Radio code is administered
by Robert D. Swezey, NAB Code
Authority director, and by Charles
M. Stone, Code Authority manager
for radio. Their decisions may be
appealed to the Radio Code Review
Board, which can also recommend
Code amendments to the radio board
of directors.
Another advertiser has incurred
FTC disfavor for deceptive tv adver-
tising.
The industry watch-dog commis-
sion ruled that Carter Products and
agency SSC&B cease and desist
practices relating to tv promotion of
Rise shave cream.
Ruling: the "ordinary lather" com-
pared unfavorably to Rise in tv com-
mercials was actually "a phony sub-
stance resembling shaving cream."
The FTC also rejected Carter's con-
tention that the commercial didn't
compare Rise with all competing
shaving creams but merely with
PLATTER SPINNERS— WGBI staffers Betty
Shelhamer and Irene Drusbosky sport special
poster featuring station d.j.'s for display in
eating haunts of Scranton-Willces Barre area
ACCEPTING AWARD for WTVR, Rich-
mond, is Walter A. Bowry, Jr. (r). Gil
Spector presents third-place certificate from
General Outdoor Advertising for billboards
BRINGS BACK BANDS — Celebrating its second anniversary as the first station to revive
live big band remotes, WRCV, Philadelphia, presents Music Festival award to Ray McKinley
i>2 w> T~ fl
f^
SEARCH by WXLW, Indianapolis, for "typical listening family" ended, after hundreds of
entries, at door of Richard A. Elliotts, here with news dir. William Anderson (c) and exec,
v.p. Robert Enoch (r). Now-famous family won $500 and station learned lots about audience
66
SPONSOR
14 may 1962
those which were "ordinary," mean-
ing inferior.
Campaigns: Sergeant's dog care
products (Ayer) will get the biggest
network tv support in their history
this summer, using both ABC TV and
NBC TV shows and including the
new daytime "Tennessee Ernie Ford
Show" . . . Pet Evaporated Milk is
aiming at the Negro market with a
new radio campaign using a show
produced by Gardner agency called
"Showcase." A 15-minute, three-days-
a-week series on topics of special
interest to Negroes, the show debuts
in major radio markets on 4 June
. . . Cott Beverage (Riedl and Freede)
is using tv spots in New York and
Connecticut through September.
Financial reports: Pepsi-Cola re-
ported net income for the first quar-
ter $2,602,000 as compared with
$2,448,000 for the same period last
year. Per share income was 40 cents
vs. 38 cents last year . . . B. T. Bab-
bitt earned a net profit of $101,506
or 7 cents per common share in the
first quarter, up 43.2% over 1961's
earnings of $70,880 or 5 cents. Net
sales were $4,986,563, an increase of
4% . . . Sterling Drug's net profit
was $6,371,741, compared with $6,-
119,005 last year. Earnings were
equivalent to 80 cents per common
share, compared with 77 cents and
sales were $61,049,774 vs. 58,413,519
last year.
Acquisition: The Drackett Co., mar-
keter of Drano, Windex, Vanish, and
Twinkle Copper and Silver cleaners,
has purchased the O-Cedar division
of Martin-Marietta Corp. Price for
the U.S. and Canadian O-Cedar busi-
ness was about $9,500,000 cash.
PEOPLE ON THE MOVE: Marshall
Bartlett to manager — marketing for
the General Electric tv receiver de-
partment . . . H. W. Grathwohl to
member of the board of Noxzema
Chemical . . . Robert K. Adams to
SHINGLE HANGING— Cliff Bolgard and Andy Zeis, media direc-
tors for Compton, Chicago, hang their shingle in front of the de-
partment's offices on the fifth floor of the La-Salle-Jackson bldg.
HAPPY KAPPIES— To help celebrate Allentown's (Pa.) 200-year
bi-centennial, WKAP formed one of the Brothers of the Brush Chap-
ters, known as the Happy Kappy Kaveliers. Kappy is stn.'s nickname
SWAPPING impressions are marshals in the Cherry Blossom Parade
Robert Conrad of "Hawaiian Eye" and Janet DeGore of "The
Law and Mr. Jones" (c). Listening in are Neal Edwards (I),
WMAL-TV, Washington, gen. mgr. and John Coyne of P. Lorillard
1 V a
JM
i
PUBLIC SERVICE award is presented by Thomas Coulter (I), chief
exec, of Chicago Assn. of Commerce and Industry to Lloyd Yoder,
NBC v.p. and gen. mgr. of WMAQ-WNBQ on the former station's
40th anniversary. John Keys, WMAQ station mgr., looks on happily
SPONSOR • 14 MAY 1962
67
the newly-created post of field sales
manager of Schick Inc. . . . Howard
S. Brod to assistant to the president
of American Home Products . . .
Edward R. Bartley, director of mar-
keting research for B. F. Goodrich, to
vice president of the American Mar-
keting Assn. . . . Joseph M. Lime to
manager-marketing of the General
Electric Large Lamp Department . . .
Joseph L. Tinney to manager of com-
mercial production for Colgate-Pal-
molive.
Agencies
The current pre-occupation of U. S.
agencies with establishing European
operations should not deter them
from other areas.
Such was the advice from Kenyon
& Eckhardt president David C. Stew-
art, announcing the launching of
Kenyon & Eckhardt Do Brazil.
The new agency, which begins on
1 June, will be helmed by Pedro
Valderrama, currently with the agen-
cy's Mexico office.
Agency appointments: Chun King
Corp. ($400,000) to McCann-Mar-
schalk for its frozen foods, from
BBDO, Minneapolis . . . Pillsbury ($2
million) to McCann-Marschalk . . .
Jif peanut butter ($2 million) to Grey
and Duncan Hines cake mixes ($2
million) to Compton, from Gardner
. . . The New York Soccer Club to
Wexton . . . Power Designs to Robert
D. Eckhouse . . . Qantas Empire Air-
ways to Cunningham & Walsh . . .
Borden Co. to Y&R for its Ready-
Diet . . . Circus Foods to Donahue &
Coe, from The Milton Carlson Co. of
Los Angeles . . . The U. S. Army has
reappointed Dancer -Fitzgerald -Sam-
ple for the coming fiscal year . . .
The O-Cedar line to Young & Rubi-
cam . . . Wilson & Co. ($1 million)
to Compton for its canned meats,
from Campbell-Mithun . . . Gaylord
Products to Herbert Baker Advertis-
ing .. . Union Central Life Insurance
of Cincinnati to Meldrum & Few-
smith, from Stockton, West & Burk-
hart.
New agency: Herbert L. Haft, Leon-
ard Saffir and Arthur B. Siegel have
formed an agency in New York, with
affiliates in Miami, Denver and San
Francisco and representation in
Tokyo, Hong Kong, Manila and
Copenhagen.
Mergers: Winius-Brandon of St. Louis
and Kansas City and Richard Lane
& Co. of Kansas . . . Harris & Co.
and J. R. Brumby and Associates,
both of Miami, effective 1 June. New
name is Harris, Buggeln & Brumby.
New quarters: New headquarters for
Tracy-Locke Co. will be the first ma-
jor building in Dallas designed from
the ground up to meet the require-
ments of an advertising agency.
Completion is scheduled for mid-
summer of next year on North Cen-
tral Expressway near Haskell Ave-
nue.
New name: With the installation of
F. Sewall Gardner as chairman of
the board, Post & Morr, Chicago, be-
comes Post, Morr & Gardner.
New v.p.'s: Charles B. Shank and
John Connor at Needham, Louis &
Brorby, Chicago and New York re-
spectively . . . David John Salembier
and Gilbert C. McDonald at Young
& Rubicam.
PEOPLE ON THE MOVE: Leonard L.
Davis, Jr. to public relations director
at F&S&R . . . Sidney M. Kessler to
associate media director on drug ac-
counts at Sudler & Hennessey . . .
Hendrik Booraem to tv program su-
pervisor at Lennen & Newell . . .
Laura McGee to assistant media
buyer at Harris & Weinstein . . .
Laurence E. Babb, Jr. to account ex-
ecutive at Daniel F. Sullivan Co.,
Boston . . . Robert I. Rizer, Jr. to
head of the farm marketing group
and Joseph Kerst to the creative
staff at EWR&R, St. Paul-Minneap-
olis . . . Robert L. Cornish to ac-
count supervisor at Morse Interna-
tional . . . Bergen F. Newell to ac-
count executive at Louis Benito Ad-
vertising . . . Charles W. Riley to
account executive at Donahue &
Coe . . . Roy Drushall to west coast
manager for the Frank B. Sawdon
Agency . . . Richard Krigman to as-
sistant account executive at Chirurg
& Cairns . . . Joseph H. Radder to the
staff of Comstock & Co. . . . Faith
A. Farrell to account manager and
Alice M. Gore to supervisor of the
account manager department of
Weightman, Inc.
Kudos: David G. Watrous, president
of Earle Ludgin & Co., has been
elected chairman of the Chicago
Council of the 4A's for 1962-63.
Other officers: Arthur W. Schultz,
v.p. of FC&B to vice chairman; Rob-
ert Ross, merchandising director of
Burnett, to secretary-treasurer.
Associations
NAB president LeRoy Collins seems
to be preparing radio stations for a
possible FCC crackdown on new li-
censes.
He attributed radio's greatest eco-
nomic headache, overpopulation, to
overzealous FCC authorization in the
past in a speech before the Kansas
Assn. of Radio Broadcasters. Where-
as he assured the group that he was
not arguing for a monopoly in radio,
he reminded the assembled broad-
casters that the NAB and the Com-
mission "are now working together
to develop joint studies and confer-
ences to find answers to this over-
population problem."
News from the Missouri Broadcast-
ers Assn. includes the passing of a
resolution urging elimination of sec-
tion 315 from the Communications
Act.
Also revealed was an association
plan to hold clinics throughout the
state to inform community leaders
on the positive contributions of
broadcasting to civic life.
PEOPLE ON THE MOVE: Spencer
Denison, station and sales manager
of WVIP, Mt. Kisco, to NAB field rep-
resentative . . . Ben Strouse, presi-
dent and general manager of WWDC
(FM), Washington, D. C. to chairman
of the NAB 1962-63 FM Radio Com-
mittee . . . Harold L. McClinton,
president of Reach, McClinton to
eastern region chairman, John F.
Henry, vice president of Geyer,
68
SPONSOR
II \m 1962
Morey, Madden & Ballard, Detroit,
to east central region chairman and
George Bolas, vice president of
Tatham-Laird to central region chair-
man of the 4A's.
TV Stations
Station managers from all RKO Gen-
eral's broadcasting divisions con-
vene in New York in June for the
Spring Managers' Meeting.
The semi-annual gathering will in-
clude both general and individual
station meetings, which will review
current broadcasting and program-
ing policies, discuss plans for the
future and serve as a platform for
the exchange of ideas.
There's a tv first coming up on 29
May: WPIX, New York will televise
"The Salesmachine," TvB's report on
tv's role in the economy.
The program marks the first time
in the New York market that tv has
been used to demonstrate its own
selling strength.
Produced and directed by George
G. Huntington, TvB vice president
and general manager, the program
is narrated by Ed Herlihy.
Financial report: Taft Broadcasting
declared a quarterly dividend of 10
cents per share, payable 14 June to
stockholders of record 15 May . . .
Metromedia reported gross revenue
for the first 13 weeks of 1961, end-
ing 1 April, at $12,270,314 vs. $11,-
059,589 last year. Net income for the
period was $138,732 or 8 cents per
share vs. $12,334 or 1 cent per share
last year. Incidentally, Metromedia
is applying for a listing on the New
York stock exchange.
PEOPLE ON THE MOVE: Edward L
Doyle to assistant program manager
of WBZ-TV, Boston . . . Charles Wood
to general manager of WHCT, Hart-
ford . . . Lawrence J. Pollock to di-
rector of research and advertising
services for WABC-TV, New York . . .
Arthur Murrellwright, general sales
manager of WROC-TV, Rochester, to
vice president of Veterans Broadcast-
ing Co. . . . John A. Garner to Caro-
lina sales manager of WFMY-TV,
Greensboro . . . Joel D. Lasky to ad-
vertising and promotion manager for
WHEC-TV and radio, Rochester.
Kudos: WBAL-TV, Baltimore won a
1961 Albert Lasker Medical Journal-
ism Award for "The Dark Corner,"
a program on the problems of men-
tal retardation . . . WRCV-TV, Phila-
delphia won four awards made by
the Pennsylvania Associated Press
Broadcasters Assn. . . . WPRO-TV
and WJAR-TV, Providence got reso-
lutions commending them for serv-
ice to the people via news and pub-
lic affairs programing . . . John B.
Soell, vice president and general
manager of KTVE-TV, El Dorado has
been appointed to the national
standing committee on public re-
lations for United Cerebral Palsy
Associations.
Radio Stations
WGN, Chicago is distributing a new
radio-audience study which it ex-
pects will boost local billings some
15%.
The station commissioned the Re-
search Guild to make the study un-
der the supervision of its own re-
search section. Sample included
over 1,000 Chicago adults.
One salient finding: an average of
23% on-the-wheel audience should
be added to the in-home radio au-
dience to reflect Chicago's actual ra-
dio reach.
Fifty-two stations joined RAB in
April, a new record for the month.
In addition, the bureau increased
its ranks by 176 stations during the
first four months of the year, nearly
as many joined RAB in the entire
year of 1961.
Ideas at Work:
• Its better to give than to receive
is the motto in Chicago where WLS,
celebrating the second anniversary
of its "Bright Sound" sent a bouquet
of yellow roses to the executive re-
ception room of ABC and a special
rosebud for the lapel of Leonard
Goldenson. Also included on the gift
of roses list: 7,000 advertising and
agency people.
• There are two mike personalities
at KOIL, Omaha, named Tuttie and
Fruttie who, dressed as policemen,
cruise the city streets in the station's
traffic car looking for safe drivers.
If they spot a candidate, they de-
scribe the car over the station from
their mobile radio and if the car
pulls over the driver gets a "ticket"
exchangeable for cold cash.
New affiliate: KBTR, Denver has
joined the InterMountain Network.
Station will also retain its ABC
affiliation.
Sports sale: KCBS, San Francisco
has signed Coco-Cola Bottling Co.
and Honda for the 21-22 July broad-
cast of the Russian-American Track
and Field Meet.
New agency: Broadcast Clearing
House, centralized spot radio and tv
billing company, has appointed Jane
Pinkerton Associates as public re-
lations and promotion counsel.
Kudos: KQV, Pittsburgh got a special
citation from the U. S. Air Force Re-
cruiting Service . . . WABC, New
York was honored by the Committee
of 500 Against Drug Addiction for
its "relentless crusade against teen-
age addiction" . . . The Shomrim So-
ciety of the New York City Police
Department has selected William B.
Williams of WNEW as its annual
"Man of the Year" . . . WOR got the
1961 Traffic Safety Achievement
Award from the New York Depart-
ment of Traffic . . . WCAU, Philadel-
phia won awards from the Pennsyl-
vania Associated Press Broadcasters
Assn. for outstanding news operation
and editorializing.
PEOPLE ON THE MOVE: Len Hensel
to national sales manager for WSM,
Nashville . . . Gerard Flesey to KOFE,
Moscow, Idaho, as vice president
and general manager . . . Frederick
W. Hodge to general manager of
Northeast Radio Network, with head-
quarters in Ithaca . . . Marvin Ad-
dress and Reginald Mead to local
sales representatives of WGMS,
Washington, D. C. . . . Chuck Chris-
tianson to general sales manager of
SPONSOR
14 may 1962
69
San Jose Broadcasting Co. . . . Mar-
tin E. White to feature sales director
for WMBR, Jacksonville . . . George
J. Bloom to supervisor of the WBBM,
Chicago radio creative department
. . . Duane A. Hatch to commercial
manager of WSAV, Savannah . . .
Gus Parmet to account executive at
WCOP, Boston . . . Martin Small to
general manager of KWBY, Scotts-
dalle, Ariz. . . . Harvey L. Hudson to
the board of directors, v.p. and man-
aging director of WLEE, Richmond
and Joe Mason to station manager.
Station Transactions
KYA, San Francisco has been sold
for $1,250,000 to a station group
headed by Clinton D. Churchill of
Buffalo, New York.
Seller was Golden State Broad-
casters, Inc., an affiliate of MacFad-
den-Bartell which operates WADO,
New York and KCBQ, San Diego.
Churchill was vice president of
WKBW, Buffalo, recently sold to
Capital Cities.
Blackburn brokered the deal.
There's a new member to the ranks
of station owners in the midwest.
Marine Capital Corp., a small busi-
ness investment firm, has bought
WFOX, Milwaukee from Howard Mil-
ler Enterprises of Chicago. Jack
Raymond, general manager of the
station under the previous owner, is
co-owner and will serve as president
and general manager of Fox Broad-
casting.
WWLP, Springfield, Mass. has ap-
plied to the FCC for an increase in
power from its present 219,000 watt
level to a 2,200,000 watt level.
If granted, the increase would
make the station the most powerful
commercial broadcast facility in the
world.
Fm
WTAR (FM), Norfolk begins full-time
stereo broadcasting early in June,
making it the first full-timer in the
state.
The station has been heavily pro-
moting the stereo start including a
week-long session of special meet-
ings for set distributors to preview
technical and programing plans.
A Stereo First: WPFB, Middletown,
0. claims pioneer status for record-
ing on remote and in stereo the
complete three-hour Miami Univer-
sity Greek Week Jazz Concert. Pro-
gram was then sold to Columbia and
Capitol Records and Customcrafters
Audio, a Cincinnati hi fi shop.
PEOPLE ON THE MOVE: V. Dale
Smith to general manager and Rob-
ert F. Stiles to commercial manager
of KHOF, Los Angeles.
Networks
Outstanding values in broadcast properties
\
Good fulltime facility in a major market. Ade-
quate < ash flow. The balance can he paid over
8 year-.
CALIFORNIA
$950,000
This profitable FM station is located in an under-
radioed university city. Ideal living conditions.
Good future. Requires $20,000 cash down.
MIDWEST
$75,000
BLiVCIVjBUjrvJ^J & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO ATLANTA BEVERLY HILLS
lames W. Blackburn H. W. Cassilt Clifford B. Marshall Colin M. Solph
Jack V. Harvey William B Ryan Stanley Whitaker Calif. Bank Bid?.
loseph M. Sitrick Hub |ackson Robert M. Baird 9441 Wilshire Blvd.
RCA Building 333 n Michigan Ave l°hn C. Williams Beverly Hills. Calif.
FEderal 3-9270 Chicago, Illinois 1 102 Healey Bldg. CRestview 4-2770
Financial 6-6460 JAckson 5-1576
The computer craze, now sweeping
top agencies, has cut its mark at
NBC TV.
The network, in preparation for
centralization of its California fa-
cilities, will install a computer-op-
erated switching device at its Bur-
bank production studio. The most
advanced switching central of its
kind in the broadcasting industry,
the computer makes possible pro-
graming a day's activities in advance
and permits rapid changes in pro-
gram schedules to accommodate
fast-breaking news events.
KRCA, NBC TV's o&o will be moved
to Burbank as part of the central-
ization program.
New affiliates: WCIV-TV, Charleston
to NBC TV . . . WRAL-TV, Raleigh to
ABC TV . . . KRAK, Sacramento to
ABC Radio.
International entente: Yugoslav Ra-
diotelevision, pubicly-owned broad-
casting company of Yugoslavia, has
joined the second annual Interna-
tional Program Exchange conducted
by the CBS owned tv stations. The
contribution, Yugoslavia's first to
U. S. tv, is a ballet called "The Leg-
end of Ohrid." It will be seen on the
five CBS stations at a future date.
PEOPLE ON THE MOVE: John W.
Kiermaier to vice president for pub-
lic affairs, CBS news . . . Charles
Ayres to vice president and associ-
ate sales director and Peter Rein-
heimer to eastern sales manager at
ABC TV.
Representatives
Top radio rep Robert Eastman thinks
too much time is wasted on the
agency side on "statistical lint-pick-
ing" while creative advertising is
being ignored.
In remarks to the Pennsylvania
Assn. of Broadcasters Eastman
charged that agency-originated com-
70
SPONSOR
14 may 1962
plexities create unnecessary work
and result in inaccurate conclusions.
Radio will be easier to buy when
creative people once more realize
the power of words and sounds to
stir consumer desire, he said.
Rep appointments: WONE, Dayton to
Venard, Rintoul & McConnell, effec-
tive 1 June. James S. Ayers Co. will
be the southeastern rep and Torbet,
Allen & Crane the west coast rep
. . . KQV, Pittsburgh to Ohio Stations
Representatives for Ohio sales.
PEOPLE ON THE MOVE: Mel Trauner
has been appointed director of ra-
dio research for Edward Petry . . .
Ray M. Stanfield to director of ra-
dio promotion and research for
Peters, Griffin, Woodward.
Film
One of the most extensive promotion
contests conducted within the tv
film syndication field in years has
just been completed by Ziv-UA.
Stations carrying "Everglades"
have been receiving entries for two
months on "What I Like About TV
Programing." Prizes include an all-
expense-paid trip for two, including
a week in Florida's Everglades.
Financial reports: Seven Arts Pro-
ductions, Ltd. reported earnings of
$1,100,555 after taxes, equivalent to
85 cents per share for the fiscal year
ending 31 January. Previous years
earnings were $1,090,212. Of an esti-
mated $18,000,000 in total revenue,
approximately $13,000,000 represent-
ed rentals from tv distribution via
Seven Arts Associated Corp. . . .
Screen Gems reported net income
for the first nine months of the 1962
fiscal year (1 June 1961-31 March
1962) of $2,428,236 after estimated
taxes vs. $1,817,752 for the like 1961
nine months. Earnings per share
were 96 cents against 72 cents in
1961.
New properties: Twentieth Century-
Fox has released 91 hours of the
off-ABC TV show "Adventures in
Paradise" . . . Ziv-UA has signed
Patty Duke for a situation comedy
tentatively titled "The Patty Duke
Show."
PEOPLE ON THE MOVE: N. W. (Nick)
Russo to general sales manager of
Mel-O-'Toons . . . Al Ordover to re-
search director of MGM-TV.
Public Service
An independent tv station in New
York has matched the three net-
works in a public service venture.
WPIX will contribute $250,000 to-
wards the cost of operating the city's
only educational tv station WNDT.
(When the outlet was first bought
from NTA the tv networks offered
similar contributions.)
Initial payment of $50,000 will be
made on 1 June with four addition-
al payments to be made on 1 June
of each year that the station con-
tinues operation as the educational
channel in New York city.
Public Service in Action:
• The WCPO stations are running
a safe driving campaign in coopera-
tion with the Cincinnati Police and
Safety Council during the entire
month of May. Each day one possi-
ble traffic violation is described.
• In a promotion to gain funds for
the Easter Seal Campaign, WHEB,
Portsmouth announcer Tom Neely
walked a 26-mile route to gather do-
nations.
• Five radio stations in the Al-
toona, Pa. area joined forces recent-
ly to raise $1,577 for the American
Cancer Society by hosting a Twist
dance for the local youngsters.
• KMBC-TV, Kansas City raised
$2,800 to buy a small bus for the
Crippled Children's Nursery.
Kudos: New York Mayor Robert
Wagner commended WLIB for its
editorial campaign for the Receiver-
ship Bill giving the city right to
make repairs in slum houses . . .
WKAP, Allentown and WNAR, Nor-
ristown received honorable mentions
in the awards made by the Pennsyl-
vania State University Cooperative
Extension Service and the PAB . . .
WTMJ, Milwaukee won two certifi-
cates of merit from the Milwaukee
Press Club . . . KSFO, San Francisco
won the Radio-TV Guild of S.F. State
College annual award . . . WEJL,
Scranton won a public service
award for outstanding broadcasting
of farm, home and garden news . . .
WSAI, Cincinnati has been selected
to receive the 1962 Ohio State Bar
Assn. Journalism Award for 11 pro-
grams on the functions of the vari-
ous courts of law.
Trade Dates
Advertisers will converge on New
York 20-22 May for the ANA Spring
Meeting.
This year's national forum will take
place at the Hotel Commodore and
on the agenda are several leading
advertisers including: Max Banzhaf
(Armstrong Cork), Albert N. Halver-
stadt (P&G), Michael P. Ryan (Allied
Chemical), Harry F. Schroeter (Na-
tional Biscuit), John Veckly (U. S.
Steel).
John McMillin, executive editor of
SPONSOR, will participate in a
panel on Creative Research and Mar-
keting Developments.
The fourth annual awards for pub-
lic service to advertising will be pre-
sented at the joint convention of
the AFA and the Advertising Assn.
of the West.
All nominations postmarked not
later than 25 May and sent to AFA
headquarters, 655 Madison Ave.,
New York will be eligible.
The awards go to those whose
"professional achievements and ded-
icated leadership in public service
have added greatly to the stature,
acceptance and effectiveness of ad-
vertising."
Calendar: The New Jersey Broadcast-
ers Assn. holds its Spring meeting
17 May. The group will be the guests
of Rutgers University, New Bruns-
wick . . . William D. Tyler, advertis-
ing consultant and writer, is slated
to address the joint national meet-
ing of the AFA and the Advertising
Assn. of the West, scheduled 23-28
June in Denver. ^
SPONSOR
14 may 1962
71
WHAT ARE
YOUR
PHOTO
REQUIREMENTS?
"HADIBIJ! KNOWN"
w.
hen \vc show a prospective diem
just a few samples of our publicity
photography, he more-than-likely ex-
claims, "Hadibutknown!" This puzzles
us for a moment but then he con-
tinues, nodding with approval. "Such
fine photos," he says, "such fair rates
('did you say only $22.50 for 3 pic-
tures, $6 each after that?') — and such
wonderful service ('one-hour delivery,
you say?') — why, had I but known
about you I would have called you
long ago." Well, next thing he does is
set our name down (like Abou Ben
Adhem's) to lead all the rest of the
photographers on his list. Soon, of
course, he calls us for an assignment
and from there on in he gets top
grade photos and we have another
satisfied account. (Here are a few of
them: Association of National Adver-
tisers — Advertising Federation of
America — Bristol-Myers Co. — S.
Hurok — Lord & Taylor — New York
Philharmonic — Seeing Eye — Visit-
ing Nurse Service of New York.) Why
don't you call now and have our rep-
resentative show you a few samples
of our work?
Minium
BAKALAR-COSMO
PHOTOGRAPHERS
111 W. 56th St., N.Y.C. 19
212 CI 6-3476
William A. Bates, general manager of
WDAF i \M-F\I & TV i. Kansas City, has
been elected a \ ice president of Transconti-
nent Television Corp.. owner and operator
of the station. Bates has been general man-
ager of the \\ DAF properties since 1958.
His first association with the station was in
1046 as a member of the announcing stalT.
\flcr three months, he became assistant
program director and then became the program director of the tv
outlet when it went on the air in 1949.
Christy T. Allen is the new manager of
southwest regional operations for Batten,
Barton. Durstine & Osborn. Allen is a vice
president and management supervisor in
the agency's San Francisco office. He will
handle his new assignment from Dallas, an
office he helped establish in 1956. Allen
joined BBDO in 1948. His previous ex-
perience in the broadcasting-advertising in-
dustry included posts at Compton and A. C.
vice president.
'J -^*J
4^
Nielsen, the latter as a
Ed Argow has been appointed New York
sales manager of the Daren F. McGavren
rep firm. For the last two \ears Argow has
been managing the company's Chicago of-
fice but prior to that he was with McGavren
in New York. His initial start in the broad-
cast business was with Dancer-Fitzgerald-
Sample where he served both as a timebuy-
er and later as an assistant account execu-
tive. Argow's sales career began with the Forjoe Company where he
was assistant sales manager.
Charles Ayres has been appointed ABC
\ ice president and associate sales director
for the tv network. In his new capacity
Ayres will report directly to Edgar J.
Scherick, network vice president in charge
of tv sales. Ayres has most recently been
vice president and eastern sales manager
for the tv network. Prior to that his back-
ground was in radio. He was vice presi-
dent in charge of both NBC and ABC radio networks.
ment is pail of the network's general realignment.
His appoint-
72
SPONSOR
14 MAY 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"With the development of new customer ized research services, radio and
tv have become by far the most fully evaluated media available to today's
advertiser," according to Frank G. Boehm, director of research and promo-
tion for the national sales division of RKO General. Before taking over
the newly formed position last fall, Boehm was vice president and director
of research, promotion, and advertising at the Adam Young companies.
"The television industry has certainly met the challenge of providing more
qualitative data demanded by advertisers," he says.
Consumer research is tv's emancipation proclamation
r or the first time, television research is measuring the
advertiser's score in reaching his prime consumer "tar-
gets." Both ARB and Pulse, financially supported by
broadcasters and advertising agencies, are producing ex-
citing new customer-oriented audience data on local and
national television programing. No longer need the ad-
vertiser scatter his shots by buying on a cost-per-1,000
home basis and trusting that some of his shot will nick
the target. He can tell by means of the new research on
nationwide programs whether his program or spot ad-
jacency is right or whether he is wasting ammunition (ad
dollars) by associating with the wrong program vehicle.
For example, data are now available to tell the cigarette
advertiser that mystery adventure or westerns are his best
bet to reach male smokers. Conversely, variety shows are
below "average" vehicles for this advertiser. RKO Gen-
eral will shortly be releasing their first in a series of mar-
ket/media research studies, "Target . . . the Consumer,"
revealing the differing appeal of six different program
types on 20 separate consumer groups. With ARB data
to be released this fall, the advertiser will be able to extend
this analysis to individual markets. By utilizing spot tv's
flexibility he will be able to maximize his particular target
"hits" in each tv market.
The television industry has certainly met the challenge
of providing more qualitative data demanded by adver-
tisers. New programs can now be developed to maximize
the impact on specific consumer targets. Stations can pur-
chase programing or develop it themselves, recognizing in
advance the potential advertisers for the program type.
Just as spot television permits the advertiser to concen-
trate his advertising weight in those geographic interurban
markets in which most of Americas purchasing power is
concentrated, the new strata of research will permit proper
demographic distribution of advertising impact.
With the advent of automated evaluation at the adver-
tising agency, it is the concern of every broadcaster that
the spot radio and television media be properly character-
ized in relation to other media. Machines are only as good
as the data they digest. With the development of these
new customerized research services, radio and tv have
become by far the most fully evaluated media available to
today's advertiser. It is the responsibility of the broad-
caster to offer all assistance possible to advertisers in the
proper interpretation of this new information.
The question is often raised, should a station or group
of stations become involved in selling broadcast as media,
or should it stick to selling a station's specific story?
The trade organizations can never substitute for the
salesman selling the product he knows best — his own sta-
tion. At the same time, the station salesman is not always
able to catch the busy advertiser's ear with a specific sta-
tion presentation. How then to interest top agency eche-
lons and the client himself in the use of hitherto unknown
spot media? One way is to provide a background of new
research data on the many facets of radio and television
marketing. On this foundation of client-arresting media
information is developed the specific approach that re-
lates individual stations to the medium's values.
Recognition of the values in this piggy-back selling of
media and specific stations has led to the designation of
specialists in agency-client relations within the - major
national sales organizations.
One of the greatest obligations imposed on the national
radio salesmen today is the development of an awareness at
both the advertiser and agency level of the merits of spot
radio . . . but in combination with specific means of
using the medium, should interest be shown by the client.
Those major station groups recognizing this need for
generating interest with a combination of general and
specific selling will reap the harvest of new spot radio
and tv business. ^
SPONSOR
14 may 1962
73
SPONSOR
The 4A's at the crossroads
\\ hat has heen described as "the most crucial year in the
history of the 4AV* began last week when John Crichton
assumed the office of president.
It would be a difficult spot for any man following Fred
Gamble's distinguished 18-year term as head of the agency
association, and his 33 years of 4A work.
Hut there seems to be a strong feeling in agency circles
that John Crichton's burden has been made heavier by the
need for a change in direction of 4A goals and activities.
Marion Harper, Jr., chairman of the association, staked
out both the problems and some suggested solutions in his
recent speech at White Sulphur Springs.
One of his most interesting points was this. "It is well to
remember that for both business and media, advertising is
a subsidiary or auxiliary interest. The first allegiance of
lui-iness is to its products; the first allegiance of most good
media is to their product — their editorial or programing
content. Neither business nor media has a primary interest
in fighting advertising's battles.
"That interest should be ours. And out of it arises a dou-
ble responsibility for the agency business, to advance and
present the cause of advertising, and to win endorsement of
the agency function."
It's hard to argue with the directness and clarity of Marion
Harper's thinking on this point.
And it i> undoubtedly a good thing for the 4A's that the
vigorous and dynamic board chairman of Interpublic Incor-
porated is available as counselor and chief advisor to John
Crichton in his new job.
For what Harper is saying is what many agency men have
long felt, that the 4A's ought to play a considerably larger
role than it lias in the past. As he puts it, the association
should "take an entirely fresh initiative in providing leader-
ship for advertising and the advertising agency business."
We applaud this spirit, and wish John, Marion, and their
4A associates well. We'll go beyond that. We, at sponsor,
promise them our wholehearted support in their new pro-
grams for the coming year. ^
lO SECOND SPOTS
Lateness: There's an agency presi-
dent who is a stickler about everyone
in his shop reporting at 9:30 a.m.,
sharp. One of the legendary stories
about him is the time a v. p. arrived
with one eye closed, his left arm in a
sling, and clothes in tatters. "It's
10:30," pointed out the president,
"and you were due at nine-thirty."
"I fell out of a third-floor win-
dow." the v.p. explained.
The president said sarcasticly, "It
took a whole hour?"
Engagement announcement: \
secretary at McCann-Erickson be-
came engaged last weekend, and came
into the office on Monday, anxious to
show off her new ring. No one no-
ticed it — despite the fact that she
lighted a half-dozen cigarettes for
people, draped her hand across the
water cooler, and made sweeping ges-
tures with her arm. Finallv she
couldn't take it any longer, and an-
nounced it in a loud voice: "If it
gets any warmer in this office I'll take
off my ring."
Narcissism: Merv. Griffin, hosting
the Tonight show on NBC TV, told
about the little girl who said to her
mother, "Mommy, I want my own
mirror, I'm tired of making up in
door-knobs."
Sports: Bob Palermo of Donahue &
Coe tells about the horse which
showed up at the Polo Grounds and
asked the New York Mets' Casey
Stengel for a tryout.
With the shortage of good ball
players today, Stengel said, "Okay,
let me see you hit a few."
The horse got up there and hit five
balls right out of the park. Stengel
said, "Great. Now let me see you
shag a few in the outfield." The horse
proceeded to make the most prodi-
gious one-handed catches Stengel had
ever seen. "This is amazing," he told
the horse. "You can hit and you can
field. Can you run?"
The horse replied, "Look, Case, if
I could run I would've been in last
week's Derby."
Quote of the week: Jackie Gleason
said, "My idea of roughing it is
drinking champagne out of tin cups."
71
SPONSOR
14 may 1962
Providence . . . most crowded television market in the country . . . where
WJAR-TV reaches more homes, more people with dynamic showmanship
and dominant coverage. Test market experience has proven the penetra-
tion of WJAR-TV as it unlocks the sales potential of a "must buy" audience.
<erf> ARB TV Homes
W^j&M-WW
NBC * ABC -REPRESENTED BY EDWARD PETRY & CO., INC.
OUTLET COMPANY STATIONS IN PROVIDENCE WJAR-TV, FIRST TELE-
VISION STATION IN RHODE ISLAND - WJAR RADIO IN ITS 40th YEAR
I
HEADED YOUR WAY! Don't call the marshal -call NBC Films. It's the best western hour ever
released for a syndicated series. "Outlaws" rides in with fifty hours of programming that
proved a big hit with network audiences. ■ You can see how big in a recent Nielsen MNA report
(April 2-8). "Outlaws" raced ahead to capture its time period with a 34 share of audience.
And how the action delivers men! "Outlaws" runs 67% in front of the closest competition in men
viewers per set/ ■ Round up "Outlaws" for your station. The bounty: A first-run syndicated
series with a strong following in your area. One of America's leading actors, Barton MacLane, as
a continuing star. Well-known Hollywood, Broadway and television performers h i p p i-i
in guest roles. And more viewers and sponsors for your station! ■ Here's a \|{^| U
•ARB. Feb. '62. Nielsen National. Jan. -March '62
showdown to look forward to. Get your detailed description of "Outlaws" from M U U
/:.
>ONS0R
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
21 MAY 1962— 40c a copy / $8 a year
WHO SHOULD PAY
the big tab for media
by machines? Industry
hotly argues computer
research p 31
NEW BOSS FOR 4A
— John Crichton tells
what he thinks of ad-
vertising's role in the
U. S. today p 35
HONORED AGAIN BY
NATIONAL
,;utiiin;mn
DEVOTED ALWAYS TO
LOCAL
-I ACHIEVEMENT
THE OHIO STATE UNIVERSITY
AWARD FOR AN EDUCATIONAL
TELEVISION SERIES... 1961
T
BAL-TV
BALTIMORE, MARYLAND*?
REPRESENTED NATIONALLY BY EOWARO PETRY CO.
eee
AMERICA'S HIGHEST RATED
TOTAL "GOOD MUSIC STAT.ON
'Besudtfful,
rS BU RG H America's 8th Market Represented nationally by Daren F. McGavren Co., Inc.
WRYT IS RIGHT FOR PITTSBURGH *Source: Pulse, Inc., Share of Audience. Latest figures for all major markets
MORE
THAN
MEETS
THE
JZi X Hi — — -
^ iff
'■.'•* <-
The local scene can't give you a picture of
what's seen in the booming regional
market. WJXT cuts quite a figure in all of
North Florida /South Georgia. Canny buyers can
reach 215% more homes per quarter
hour outside the Jacksonville metro area. No
other advertising medium comes close
to WJXT in circulation or efficiency in
covering this total market.
Dec. 1961 NSI, 6 AM -2 AM. Sun.-Sat.
WJXT (D
JACKSONVILLE, FLORIDA
Represented by TvAR
POST-NEWS WEEK
STATIONS A DIVISION OF
THE WASHINGTON POST COMPANY
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butlon M"» an i reduce
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the □ .- the 103
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One TV Medium Covers this Com-
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Flow!
Only one television medium advertises
your products throughout the Sioux Falls-
103 County "common market." That
television medium is KELO-LAND TV.
To be lured into diverting your time
"buys" to stations in next-door markets
is to leave your wares untold and unsold
within the vast KELO-LAND market itself.
CBS • ABC
kelOland
KELO tv SIOUX FALLS; and interconnected
KDLO-tv and KPLO-tv
JOE FLOYD. Pres. • Evans Nord. Executive Vice
Pres. & Cen. Mgr. • Larry Bentson, Vice-Pres.
Represented naiionally byH-R
In Minneapolis by Wayne Evans
Midconlinent
liitiadfailing Group
KF.LO-LAND/tv & radio Sioux
Falls, S.D.; WLOL/am, fm
lis-St. Paulj
\\ KOW/am & tv Madison,
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< Vol. 16, Vo. 21 • 21 MAY 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Data for computers: who's going to pay?
3X Cost and need for coordination of new qualitative, demographic-break-
down data arouses broadcasters, stirs TvB to anion before it's too late
Portrait of the new 4A boss
35 John Crirhton, new 4A's president, outlines his ideas to SPONSOR on
how the image of advertising can he improved in the United States
3 buyers hit the top
37 'i takes more than a few spot buys to make an award-winning timebuyei
as interviews with winners of Station Representatives Assn. awards show
Son, do you think you know how to manage a station?
40 This off-beat quiz, arranged by a well-known radio man, gives you a
chance to struggle with some broadcaster dilemmas and test your ability
10 more top spot agencies
42 A report on air media buying philosophies of the agencies that rank
from 11 to 20 among the top 50 air shops — postlude to "top 10" series
CM car radiator goes radio
44 GM Harrison Radiator division hits pay dirt with radio commercials:
allocates 40% of advertising budget once spent in newspapers, outdoor
NEWSl Sponsor Week 7, Sponsor-Scope 23, Washington Week 59. Spot-
Scope 60. Sponsor Hears 62. Sponsor-Week Wrap I p 64, T\ and Radio
Newsmakers 72
DEPARTMENTS: 555/5:h 14. Commercial Commentary 17,
Timebuyer's Corner 46. Seller's Viewpoint 73, Sponsor Speak- 74. Ten-Second
Spots 74
—————— —|
Officers: Vorman R. Glenn, president and publisher: Bernard Plan, ex-
ecutive vice president: Elaine Couper Glenn, secretary-treasurer.
Editorial: editor. John E. McMillin: news editor, Ren Bodec: senior editor,
Jo Ranson; Chicago manager, Given Smart: assistant news editor, Heyward
Ehrlieh; associate editors. Mary Lou I'onsell, Jack Lindrup, Jane Pollak, /T m.
J. McCuttie; contributing editor, Jack Ansell; columnist. Joe Csida; art editor,
Maury Kurtz; production editor. Barbara Love; editorial research, Mrs. Carole
Ferster; special projects editor, David Wisely.
Advertising: assistant sales manager, Willard L. Dougherty; southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spangler; western
manager, George G. Dietrich, Jr.; production manager, Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs.
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Syd
Guttman; secretary to the publisher, Charles Nash; George Becker, Michael
Crocco, Jo Ganci, Mrs. Judith Lyons, Mrs. Manuela Sanlalla, Irene Sulzbach;
reader service, Mrs. Lenore Roland.
Member of Business Publications
Audit of Circulations Inc.
■
© 1962 SPONSOR Publications lac.
SPONSOR PUBLICATIONS INC combined with TV. Executive. Editorial. Circulation, and
Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (111. 664-1166. Birmingham Office: 3617 8th Ave. So.. FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28). Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies -10c. Printed U.S.A. Published weekly. Second
class postage paid at Baltimore, Md.
SPONSOR
21 MAY 1962
Call your WLW Stations' representative . . . you'll be glad you did!
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SPONSOR • 21 MAY 1962
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SPONSOR • 21 MAY 1962
21 May 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
BATES-WBC POLICY TIFF
Bates cancels $2 million tv spot on WBC stations
due to lack of guarantees on 10 minutes protection
Bates last week brought the bur-
geoning problem of product protec-
tion to a high boil by cancelling
what could have amounted to about
$2 million in business.
Bates' action seems to be shroud-
ed in mystery in this respect: it sin-
gled out Westinghouse stations as a
sort of symbol of the creeping con-
strictions against product protection.
It happens that both the NBC TV
and CBS TV o&o's have reduced
their protection spans to 10 minutes,
and as a matter of fact, CBS TV
o&o's, like Westinghouse, don't ac-
tually guarantee any protection.
Perhaps there may be a clue to
the connundrum in this remark by
Ed Grey, Bates v.p. in charge of me-
dia: "Tv is a highly productive me-
dium, and before the medium as-
serts a policy more discussion is re-
quired as to how deeply the change
will effect clients' interests."
Another facet of the mystery is
why Bates refrained from taking
strong action against Westinghouse
until 17 days after the new policy
took effect.
The new policy, as announced by
WBC to agencies 29 March, may be
summed up in this paragraph:
"While the separation of directly
competitive product or service ad-
vertising is not part of any contract-
ual relationship, effort will be made
by station to provide at least 10-
minute separation of product or
services that in view of the stations
are directly competitive."
(The WBC protection span had
previously been set at 15 minutes.)
It might be inferred that what
stirred Bates against WBC in par-
ticular was that phrase, "in view of
the station. . . ." In other words,
Bates may have suddenly realized
that the acceptance of this unilat-
eral right of choice by a WBC sta-
tion had sinister prospects for Bates,
and that this might be interpreted
(Continued on page 8, col. 3)
TEXACO STAYING IN
NETWORK MINUTES
Texaco's decision to stay on NBC
TV with minutes instead of the
Huntley-Brinkley news — and also in
lieu of dropping network and going
entirely into spot— now appears to
be stabilized.
In addition to a $1 million summer
spot campaign (see SPONSOR-
WEEK, 14 May), Texaco (B&B) is now
buying for fall as well. Last week
Texaco put about $1 million more
into 30-35 minutes on six nighttime
shows for 13 weeks this fall.
When Texaco dropped the NBC TV
news it was suggested the bulk of
its tv budget would go into spot.
This is definitely not the case, at
least through the end of year.
Texaco seems to be following the
Mobil-Bates pattern.
wbc viewpoint
The following is a part of a
statement made by a WBC
spokesman regarding the Bates
cancellation :
"We regret the decision of
Ted Bates Agency, who has
been a substantial buyer of the
WBC stations for many years,
to cancel business because of
our recently announced policy
on product protection. . . .
However, we believe, after
more than a year of thought
and study of this matter, that
policies relating to product pro-
tection must evolve as a me-
dium evolves. The growth of
network spot carriers and the
multiplicity of products adver-
tised are changing facets of the
industry that require this re-
vision. WBC does not expect
any increased revenue, nor will
there be an increase in com-
mercial frequency or volume or
in the number of commercial
positions. WBC is making this
change in order to afford equal
opportunity to all categories of
advertisers to buy comparably
on the WBC stations. . . ."
Blair-Tv presentation
Blair-TV last week showed its
"Market Sense" presentation, com-
paring spot tv minutes and network
participations, to an audience of
creative, media, and research direc-
tors of 25 leading agencies.
General sales manager Frank Mar-
tin pointed out trends toward in-
dividualized commercial treatment
aimed at "segmented" audiences.
SPONSOR
21 may 1962
SPONSOR-WEEK/ 21 May 1962
[ . .. ii " _:. • . .
FEB. NET TV TIME
UP 12% TO $61 MIL.
Network tv gross time billings rose
12.3% this February and the first two
months of the year were up 11.5%,
TvB reported last week.
February network billings were
$61.3 million, of which ABC TV has
$15.8 million, up 5.5%, CBS TV had
$23.5 million, up 15.6%, and NBC TV
had $22.0 million, up 13.9%.
Daytime was up 18.4% and night-
time rose 9.5% in February.
For the first two months CBS was
up 14.8% to $49.1 million, NBC TV
was up 12.8% to $45.6 million, and
ABC TV was up 5.2% to $32.4 million.
Miller leaving Katz;
Axtell Chicago head
Chicago:
Roy Miller will retire from Katz
Agency at the end of the month.
Miller, a 20 year Katz veteran, has
been v. p.,
manager of
the Chicago
office, and ra-
dio sales
manager. He
will be suc-
ceeded as
manager of
the Chicago
16 week radio
advantage expected
Radio's adult audience will
exceed that of tv for 16 weeks
during the summer of 1962,
RAB president Kevin B.
Sweeney predicted last week.
Last summer radio had an
average daily audience greater
than tv for 13 weeks, he noted.
The two previous summers ra-
dio led for eight weeks and in
1958 it led for a single week.
The summer impetus conies
from outdoor radio listening.
There are now more than 47
million radio-equipped auto-
mobiles and 25 million portable
radios have been sold in the
last three vears.
Roy Miller
ATLANTA MEDIA PLANNERS
NAME NEW OFFICERS
Atlanta:
The newly formed Atlanta Media
Planners' Association has elected
Eugene J. Cogan as president. He is
v.p. and media director of McCann-
Marschalk, Atlanta.
George Bailey of BDA is first v.p.,
Pamela Tabberer of LNB&L is secre-
tary treasurer, and Anne Benton of
TW, Lidie Waters of D'Arcy, and Bob
Dulaney of KTF&S are members of
the executive committee.
office by Alan T. Axtell.
Axtell, Chicago tv sales manager
of Katz, joined the rep in 1955.
He opened a
St. Louis of-
fice in 1957
and managed
it until 1960,
when he re-
turned to Chi-
cago. He was
previously
with CBS Ra-
Alan Axtell
dio spot sales from 1949 to 1959,
and earlier was with the Branham
Company.
WBC sells KEX, Portland
WBC, which recently purchased
WINS, New York, to raise its compli-
ment of radio stations to its full al-
lotment of seven, last week sold
KEX, Portland, and is now down to
six stations again.
The purchaser was Golden West
Broadcasters. Purchase price was
not disclosed. Golden West also
owns KMPC, Los Angeles; KSFO, San
Francisco, and KVI, Seattle.
BATES-WBC POLICY TIFF
(Continued from page 7, col. 2)
as actually guaranteeing no product
protection.
Bates may have also visualized
the impact the acceptance of this
proviso could have on the whole
structure of product protection.
WBC's explanation for the inser-
tion of the "at least" provision is
that slips affecting the span between
competitor products have been grow-
ing and that the cost of make-goods
by the station have become too high.
In fact, it's taken on the aspects of
an economic strain.
WBC thinks that Bates has thrown
its billings weight into an area that
may make the agency look good to
its clients but which suggest a ques-
tionable interference with a medi-
um's attempt to solve a serious
equity and economic problem, main-
ly arising from the proliferation of
competitive brands and product di-
versification by a goodly number of
advertisers.
MGM-TV reports $6.5 mil.
feature film sales
MGM-TV reported last week that
it had written $6.5 million in syndi-
cation business on feature films
since last May.
The syndicator has 60 post-1948
feature films in distribution, consist-
ing of two groups of 30 each. The
respective groups have been licensed
in 62 and 48 markets.
Donald Foley to ABC
as advertising-promotion v.p.
Donald Foley has been appointed
v.p. and director of advertising and
promotion for ABC.
Foley will be in charge of all ad-
vertising and on-the-air promotion
for all the ABC radio and tv divisions.
He was manager of trade and
owned station advertising at NBC
since 1956. From 1950 at CBS, he
was stations promotion service direc-
tor and later tv spot sales advertis-
ing director.
o
SPONSOR
21 may 1962
a statement of
WWLP & WRLP
SPRINGFIELD — MASS. — GREENFIELD
(Television in Western New England)
by William L. Putnam
If we are engaged in a project to bring more
and better television to the people, then this
battle must be fought consistently, not with a
feint here and a withdrawal there.
In order to have a reason for enactment of
all-channel receiver law we should have some
UHF stations, and without deintermixture, soon
and strong, we most likely will not, save in one
or two residual areas that people will shortly
forget. Deintermixture is as important as the
all-channel legislation, if anyone is really sin-
cere about doing something to improve the
nation's television picture.
But look at another facet of this matter. Such
a law must first be enacted, and it may take
some doing to get an all-channel law without
restrictive riders; and then it must withstand
the test of the courts. And no one should be so
naive as to assume that it won't be lengthily and
laboriously due processed.
Look at the record. In 1950 Congress passed
a law the effect of which was to impose stiff
penalties on the Communist Party as a group
and its members as individuals; these being the
avowed enemies of our entire society; . . . Yet
this law was held up in its effectiveness for 11
years, and this by the Communists. How long
the same stunt can be worked by the Capitalists
is anyone's guess.
All-channel legislation is no substitute for
fair competitive opportunity.
Represented nationally by HOLLINCBERY
SPONSOR • 21 MAY 1962
/
10
SPONSOR • 21 MAY 1962
Coverage, yes...
but what about those curves?
The time comes when any young lady can use blanket
coverage. Still, it doesn't do much for her curves, does
it? And, oddly enough, the same thing is happening
in marketing, today.
Beyond question, all marketing curves have changed
in our time. Some are beautiful. But some are the
most uncomfortable curves in a marketing man's life.
For example : more than half his company's sales are
likely to be concentrated in only 20 critical markets
where the competition is toughest: in the top 20 TV
markets alone (where 58% of the nation's income, and
55% of all TV homes, are found) .
Marketing is not on the level!
Every marketing man knows his product's sales-
curves also go up and down like a roller-coaster, from
market to market. (Just one example from TVAR
research: The percentage of all consumers who use
a leading food-product varies from 63% in Pittsburgh
to 39% in Cleveland . . . two major markets less than
125 miles apart!) *
Obviously, the ups-and-downs of any product's indi-
vidual market variations cannot be solved "nation-
ally." They must be solved in the market, or not at all.
What price blanket coverage?
Blanket national coverage is no answer, here. For it's
based on national media delivering the same message,
at the same time, to all markets.
That's rigidity (as though all your marketing-curves
were alike!), just when smart marketing increas-
ingly demands the skilled adjustments of selling-
pressures where and when you need them most. This
takes a little skill. But how it pays off!
Do you want to speed turnover? Challenge competi-
tion? Counteract competitive moves? Equalize mar-
keting valleys? Bolster thin national advertising
where sales potentials are highest?
The most versatile answer to all these questions is
already being used by 92 of the top 100 advertisers
(and hundreds of others) exclusively, or to correct
major market weaknesses in national coverage. It's
Spot TV — Individual Market Television — the most
controllable, most flexible, most powerful, individual
market selling-force in America today.
You'll find Spot TV offers a remarkable range of solu-
tions to tough problems. Its versatilities adapt to
virtually every budget-size, campaign-length, mes-
sage-length, as well as to choice of markets, seasons,
and all forms of program sponsorship.
If you've a marketing problem, large or small, let us
show you how Spot TV can be tailored to your needs.
*If you would like to see a new detailed exclusive analysis of
the marketing "tilt" of 65 different Network TV programs,
entitled "TILT-The After-Math of Network TV", write us
at 666 Fifth Avenue, New York (19) or call JUdson 2-3456.
(w)
TELEVISION ADVERTISING REPRESENTATIVES, INC.
Representing: WBTV Charlotte (Jefferson Standard Broadcasting Co.)
d WTOP-TV Washington and WJXT Jacksonville (Post-Newsweek Stations)
D WBZ-TV Boston, WJZ-TV Baltimore, KDKA-TV Pittsburgh, KYW-TV
Cleveland and KPIX San Francisco (Westinghouse Broadcasting Company)
TvAR Offices in
New York, Chicago, Detroit, San Francisco, Los Angeles and Atlanta.
SPONSOR
21 MAY 1962
11
SPONSOR-WEEK/ 21 May 1962
r ----- — -.-
BAISCH's ANTI-FCC
SET OF RESOLUTIONS
A set of anti-FCC resolutions was
adopted by the Illinois Broadcasters
Association Freedom Committee last
week. Joe M. Baisch, v.p. and gen-
eral manager of WREX-TV, Rockford,
is chairman.
The resolutions were directed
against the FCC for the most part
and urged the NAB to intervene on
behalf of station "freedoms."
One point asked that Section 315
be eliminated. Others demanded
that hearings like the one in Chi-
cago not be repeated elsewhere and
that investigations, such as one on
14 San Francisco radio stations,
cease. Another point opposed the
principle of NAB Code Authority pre-
screening.
Joseph Chira
Chira lands at MW&S
as division v.p.
Joseph Chira, former v.p. and di-
rector of advertising for Lanolin
Plus, has returned to the agency
field, joining
Mogul Wil-
liams & Say-
lor last week
as v.p., ac-
count group
su pervisor,
and director
of the agen-
cy's drug, toi-
letries, and cosmetics division.
At Lanolin Plus, Chira was respon-
sible for the launching of new prod-
ucts. He was a member of the ex-
ecutive marketing committee.
Chira was previously with K&E as
senior account management execu-
tive on the Max Factor account and,
earlier, held marketing and new
product posts at Helena Rubenstein.
Emil Mogul, MW&S president,
termed the appointment a major ex-
pansion move, mentioning that the
agency has acquired four important
accounts recently, including Maradel
Products and Griffin Shoe Polish.
NAB to resume
IV2 day conferences
The NAB will be back to one-
and-one-half day fall confer-
ences this year after last year's
attempt to hold one day meet-
ings.
Reason for the change back
to the longer meetings is that
one day just wouldn't do for
separate radio and tv sessions.
Fall schedule is as follows:
Atlanta, 15-16 October; New
York, 18-19 October; Chicago,
22-23 October; Washington, 25-
26 October; Dallas, 8-9 Decem-
ber; Kansas City, 12-13 Novem-
ber; Denver, 15-16 November,
and Portland, Ore., 19-20 No-
vember.
6 NAB committees named
Washington, D. C:
NAB President LeRoy Collins last
week announced the appointment of
six committees composed of mem-
bers of the board of directors.
The six committees and their
chairmen are: Radio Fund Finance,
John F. Patt, WJR, Detroit; Televi-
sion Fund Finance, Joseph C. Drill-
ing, WJW-TV, Cleveland; General
Fund Finance, composed of radio
and tv committees with their chair-
men serving as co-chairmen; Con-
vention, James D. Russell, KTTV,
Colorado Springs and another still
unselected executive, co-chairmen;
By-Laws, B. Floyd Farr KEEN, San
Jose, and Membership, Robert F.
Wright, WTOK-TV, Meridian, and
Carleton D. Brown, WTVL, Waterville,
co-chairmen.
PGW opening Phila. office
PGW will open a Philadelphia of-
fice, its eleventh, on 1 June with
Donald K. Heller as manager.
Heller has been with N. W. Ayer
since 1957. He was previously affil-
iated with Al Paul Lefton and War-
wick & Legler.
TvB REBUTTAL TO
DAILY NEWS FIGURES
TvB has answered the New York
Daily News' presentation on chain-
break audiences with a six-page re-
buttal.
TvB asserts that the News' ARF
study doesn't mention its research
proves that 82% of New York adults
watching shows before or after a
break were in the room during the
break.
The News contended that tv has
viewing during an average hour of
33.2%, but during chainbreaks this
falls to 22.5%, of which only 12.6%
of the adult population can be said
to be really watching.
(Continued on page 64, col. 1)
AB-PT expecting record
second quarter in 1962
Leonard Goldenson, AB-PT presi-
dent, expected that the second quar-
ter would be a record one for profits
for the ABC Broadcasting Division.
He made the statement last week
at the AB-PT annual stockholder's
meeting.
Thirteen directors were re-elected
and David B. Wallerstein, president
of Balaban & Katz, Chicago, was
elected a new director.
WPIX in $3 mil. program
boom; buys Allen series
WPIX (TV), New York, will undergo
a $3 million programing expansion
shortly. The station is going back
into daytime commercial service and
is expanding its morning service.
The station has acquired the new
Steve Allen show from WBC, and the
first non-WBC station to sign for it.
Purchase price is reportedly $10,000
for five late night shows a week.
WPIX is also expanding its pro-
duction of documentary and public I
affairs shows. Subsequent syndica-
tion of certain shows made by the
station or elsewhere around the
world will be handled by Desilu
Sales.
12
More SPONSOR-WEEK continued on page 64
Special Issues
We're commemorating two important events this year in Philadelphia:
WIP Radio's 40th anniversary and Joe McCauley's 20 years of continuous
on-the-air service. WIP can point to a long list of "Firsts" in 40 years of main-
taining the highest standards in broadcasting. We'd rather make an issue of
Joe McCauley, affectionately known as Philadelphia's Morning Mayor, and
a tradition with hundreds of thousands of Philadelphians. For over a gen-
eration, they (and scores of happy clients), have started each day with Joe
McCauley on Philadelphia's Pioneer Radio Station -^ J p RADIO
A Metropolitan Broadcasting Station
Now represented by Metro Broadcast Sales
Blasting off about blasting off
The one criticism <>f television that I
hear continually, and that I support
Btrongl) myself as a viewer las well
as advertising executive i . is the way
commercials blast out loudly from
the tv set!
Certainly this is one element that
could be remedied quickly and easily
at the telecast source — keeping the
sound of the commercials at the same
level as the program. I've discussed
this with many people in agencies and
in advertisers' organizations who are
responsible for commercials, and not
one has said he has planned that the
commercials should blast out louder
than the program.
So I read a detailed explanation
somewhere in the trade press proving
that the commercials really aren't
louder — they only "seem louder." As
a listener, I'm completely unim-
pressed; the commercials sound
louder to me, and my angry reaction
is two-fold: (1) I resent the adver-
tiser blasting at me and I determine
not to buy his product; (2) I'm even
more upset that this blasting provides
specific, sound (pun intended) am-
munition for the critics of advertising
as a whole.
If SPONSOR can influence the tele-
casters to turn down that knob, it will
help turn off a source of justified
public criticism and resentment.
Samm Sinclair Baker
Larchmont,
New York
Just the reverse
The April 30 issue SPONSOR car-
ried an item about the rating values
of two-or three-part television shows
(Sponsor-Scope) . It was stated that,
"in terms of buildup ratings the two
and three-parters have been pretty
much of a bust."
Our experience this year with
Walt Disney s Wonderful World of
Color for Eastman Kodak and RCA
has been just the reverse. We have
had six multiple part shows, one a
three-parter, all of which have done
better on the second and third weeks
than they did on the first week.
The following is a share rundown:
Horsemasters — I — 32.4
Horsemasters — II — 35.9
Light in the Forest — 1 — 35.8
Light in The Forest— II— 38.7
Hans Brinker — I — 36.9
Hans Brinker— II— 42.1
Sancho, The Homing Steer — I — 36.4
Sancho, The Homing Steer — II — 41.6
Comanche — I — 36.2
Comanche— II— 39.9
Prince & The Pauper — I — 33.0
Prince & The Pauper — II — 33.1
Prince & The Pauper— III— 34.4
ONE OF A SERIES
I
WHBF
PLUS FACTOR
This station is a
veteran in the broadcast
industry: radio 37 years-
television 12 years...
The roots of WHBF in the Quad-City community
are deep and strong. Since conception, WHBF
has grown up under an environment of good
manners and sound management. Only once has
the station changed hands — and that was
over 30 years ago when Rock Island
Broadcasting Co. an affiliate of the Rock Island
Argus bought WHBF.
And so, as a long established institution in
the Quad-Cities, WHBF knows the ways of this
community of 270,000 urban residents and the
surrounding trade area of twelve agricultural
counties.
The experienced personnel at WHBF (some with
over 30 years service) understand broadcast
techniques and pursue with determination the
high standard, adult format of programming
that builds long lasting prestige and audience
acceptance.
You get more of the plus factors when WHBF is
your communicator in the Quad-Cities. Ask
Avery-Knodel for availabilities and details.
WHBF
RADIO • FM • TELEVISION
Call Avery-Knodel
'♦««r«.o*°'
14
SPONSOR
21 may 1962
The evidence of these 13 telecasts
would seem to indicate that multiple
part shows of quality do indeed build
in audience levels.
As sponsor pointed out, one of the
variables, story strength, is important
and in the Disney show, the multiple
part stories have been excellent.
Murray Skurnik
assoc. radio/tv
group head
J. Walter Thompson
New York
Davis Factor clarifies
In reference to the article in your
April 30, 1962 issue of sponsor, page
58, {Sponsor Hears) we are advising
you of the following facts.
At the time we terminated our rela-
tionship with Kenyon & Eckhardt, or
at no time thereafter, did we have
any understanding of any kind with
Mr. Howard Wilson that would indi-
cate that our account would follow
him to any other agency with whom
he might associate. On the contrary,
before our decision to terminate was
finalized, Mr. Wilson very energetic-
ally worked for a continuation of our
relationship with Kenyon & Eckhardt.
While several agencies were under
serious consideration, only one agency
other than Geyer, Morey, Madden &
Ballard, Inc. travelled to California
to meet with us and make any kind
of a presentation. This one agency
came at their own insistence, without
any encouragement on our part other
than to grant them the necessary time
for a discussion. We also advised
this agency that some of our execu-
tives would be in New York within
a week and we would meet with them
in their New York office. However,
they still preferred to come out to
Hollywood. Thier presentation was
not a formal one but simply a discus-
sion of their services, personnel and
experiences. At the time of this meet-
ing, our company had not decided on
an appointment.
We received many telephone calls
from a great number of agencies and,
in one case, a vice president of an
out-of-town agency happened to be in
Hollywood on other business and he
came in and spoke with our advertis-
ing director for a short period.
Any statement that our company
went through ".
routine so as to be able to satisfy
stockholders in the event any ques-
tion about the transfer was raised . . ."
is completely false.
It is one of the writer's responsi-
bilities to maintain a proper relation-
ship with the stockholders of our
company and to protect their inter-
ests. We feel that your statement
directly attacks the integrity of the
management of our company.
To summarize, we consider your
article erroneous in content and im-
plication. The solicitation of that por-
tion of our business that was given
to Geyer, Morey, Madden & Ballard,
Inc. was handled with businesslike
dignity and with considerable con-
sideration given to the expenses that
any agency would incur in soliciting
our account. The agencies that we
did speak to were asked simpl\ to
discuss the personnel available and
the experiences of that agency.
Davis Factor
chairman of the board
Max Factor & Co.
Hollywood
See SPONSOR HEARS, page 62 for reply.
WGN-TV CITES CONTAGIOUS COLOR
ENTHUSIASM IN CHICAGO MARKET
Ben Berentson, WGN-TV General Manager: "Enthusi-
asm and interest in Color TV is growing and spreading
every day. To meet this great opportunity and exciting
challenge, we've planned over 1600 Color hours this year,
and we foresee a major break-through in Color sales to
advertisers in '63." Color TV has big opportunities for
you, too. Find out about them today from: J. K. Sauter,
RCA, 600 North Sherman Drive, Indianapolis 1, Indiana,
Telephone: ME 6-5311.
the multiple pitch
SPONSOR
21 may 1962
15
THE REBEL
starring Nick Adams
i
'•
NOW LOCAL
For Fall '62 release: 76 high rated 1/2 hours for syndication! The eminently successful REBEL enjoyed top Sunday night audiences
on ABC's Television Network for 2 solid years. A 32.9% average share-of-audience* put THE REBEL into 9,729,000 homes each week
during the 1960-'61 season. Already bought and programmed by the NBC Network** THE REBEL faces no hiatus this summer. This
invaluable exposure of your property will cover 12 weeks this summer on the network: A springboard for your local programming
this fall. So rally 'round THE REBEL, boys! Write for full details today; or call
'NATIONAL NIELSEN, JAN-MAY, 1961 **WED. 8:30-9 P.M. STARTING JUNE 27. (REPLACING JOEY BISHOP)
ABC FILMS, INC.
1501 Broadway
New York 36
LA. 4-5050
16
SPONSOR • 21 MAY 1962
A I NO
PRESS TIME
ALL THESE
TOP STATIONS
ALREADY
SOLD!
WABC-TV New York
KCOP Los Angeles
WGN-TV Chicago
WXYZ-TV Detroit
WRC-TV Washington, D. C.
KTVT Dallas-Fort Worth
KMSP-TV . . . Minneapolis-St. Paul
WFLA-TV . . Tampa-St. Petersburg
WBIR-TV Knoxville
WNEP-TV Scranton/Wilkes-Barre
WLOS-TV Asheville
It 's moving fast
...so better act
fast!
SPONSOR • 21 MAY 1962
by John E. McMillin
Commercial
commentary
"The Great Time-Killer"
I have just been reading an advance copy of
a very depressing book, The Great Time-Killer
by Harold Mehling, to be published this week by
World Publishing of Cleveland and New York.
This is probably the most vicious attack ever
made on the world of commercial television,
and what disturbs me is the fear that it might
easily become a national best seller, like Vance
Packard's Hidden Persuaders, which it somewhat resembles.
Mehling, an ex-newspaper man, combines a reporter's zeal for
names and facts, with a snake oil pitchman's ability to twist his
material into pretzels of untruth.
His book is luridly, sensationally written. But it is readable. And
while most of his conclusions are as phony as a three dollar bill,
I'm afraid they may sound plausible to a lot of prejudiced or
gullible people outside the business.
The general thesis of The Great Time-Killer is "We have been
robbed — deliberately, there is no doubt of that — by sponsors and
their Madison Avenue advertising agencies, and by the hired hands
in the Hollywood laugh-laugh mills."
To support these contentions, Mehling marshals an imposing
array of names, quotes, incidents and stories (Oh research, what
crimes are committed in thy name!) and mentions practically
everyone in the business — John Doerfer, Charles Van Doren. Ollie
Treyz, Frank Stanton, Rosser Reeves, Howard Morgens, Robert
SarnofT — with an acid and scurrilous scorn. He has kind words only
for the likes of David Susskind and Newton Minow.
In a sense, of course, it is too bad to give comfort to the enemy
by publicizing such a book in any way.
But I think it will do all of us in the industry some good to
be familiar with Mehling's tricks and techniques. For. depend on
it, we're going to be asked about The Great Time-Killer.
The attacks on P&G
Obviously, in a single column it would be impossible to answer
all the barbs in Mehling's 340-page opus.
But I think we can get some idea of The Great Time-Killer by
examining a single subject, its 12 references to Procter and Gamble.
Having worked closely for 15 years with the Cincinnati soap
giant, this is a topic I think I know something about. And while
I don't believe that the P&G operation is perfect (and I'm sure
Neil McElroy and Howard Morgens would never claim this) still
I know that it doesn't deserve the lurid treatment Mehling gives it.
Here for instance is his judgment on P&G's use of radio soap
operas — "to push Chipso, Oxydol, Ivory, Camay and other goodies
among the women of the populace, and these women have never
17
r
Commercial commentary
*NCS '61 Radio— 50% and over penetration
WRVA-RADIO
50,000 Watts AM, 1140 KC
200,000 Watts FM, 94.5 MC
Richmond, Virginia
National Representative:
PETERS, GRIFFIN, WOODWARD, INC.
been regarded very highly by advertisers.
"It was for this that the soap opera was manufactured. In its
perfected, aired form, the soaper may not have done more to degrade
the woman than concubinage, but at least it tried."
Well. Mr. Mehling, having once been responsible for handling 12
different P&G serials, I can personally assure you that this was not
what we were trying to do. And we had no orders from Cincinnati
to attempt it. On the contrary, we were constantlv trving to intro-
duce more truth, significance, and maturity into our scripts. And
P&G's Bill Ramsey backed us to the hilt in these attempts.
Our problem was always to find writers, and I might point out
to \ou that if the lush, florid dishonesty of The Great Time-Killer
is any sample of your own ability, I would never have considered
you for the scripts of a Mary Martin or Against the Storm.
Post hoc propaganda
Turning to tv, Mehling offers this startling reason why tv shows
have deteriorated. "The medium's decline has occurred in fairly
direct ratio to the increasing investment of major advertisers since
1950, and P&G's own spending illustrates the point."
He then prints a table showing the year-by-year increase in
P&G's ad budget from $33 million in 1950 to $103 million in 1960
and an increase in tv's share of budget from 1.7% to 92.6%.
Here surely is a mad, bigoted accountant trying to dazzle us with
post hoc reasoning and bewitchingly incomplete figures!
There are a few facts which Mehling doesn't offer. Total tv in-
come between 1950 and 1960 increased far faster (from $200 million
to $1,600 million), than P&G's ad budget.
P&G's big swing to tv came in 1951. In that year it placed 18.5%
of its budget in tv ($7.57 million I which was roughly 2% of all
tv advertising. In 1960, its $103 million tv expenditure was less than
l/< of the total. Even if you accept Mehling's tortured reasoning it's
hard to see how P&G can have more influence with less share.
But perhaps his dirtiest anti-P&G crack comes in a passage that
begins . . . NBC's Robert Sarnoff savs that advertising 'can only
propose, the public disposes and rightly so.' Sarnoff pleases major
advertisers with such speeches, but the most artful defense of mas-
sive consumer goods advertising comes from his best client, P&G,
which is the league leader in endowing commercials with saintliness.
"Howard Morgens, who as P&G's president supervises its annual
investment in tv, boosts advertising by knocking the Russians. This
technique is a guaranteed crowd-pleaser. whatever its deficiency
in logic."
Now listen, chum, that's carrying it too far. I've known Howard
for more than 20 years. He is not a speech-making guy (nor is any
P&G man.) To my knowledge the only major policy speech on
advertising he has made since becoming president was an address
to the National Industrial Conference Board in 1960.
Before any reader begins accepting the shoddy histrionics of The
Great Time-Killer, I think he should write Clem Uhling at P&G in
Cincinnati, for a copy of the speech itself.
He might also write Crown Publishing, and ask what standards
of professional decency allow them to publish such a book. ^
18
SPONSOR
21 may 1962
ADD ACTION!
ADD COLOR'
For more audience reaction!
now available for first run off network
NORTHWEST PASSAGE
26 half- hour episodes of the exciting exploits of Rogers Rangers. .. Stars
Keith Larsen, Buddy Ebsen and Don Burnett . . . Based on Kenneth Roberts'
best-selling novel . . . Color quality is the finest . . .Tops for any time period.
Put more color in your schedule with a program the whole family will ■> Mf^Wk J|
enjoy. A fresh, promotable and economical availability. Contact any MGM I ▼ I xji ▼ I
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NEW YORK, JU 2-2000 • CHICAGO, ILL, 467-5756 • CULVER CITY, UP 0-3311
TELEVISION
SPONSOR
21 may 1962
19
-* ,2
>r*
SOUTHS
MEW PORK
'VjNEWS^f
NORFOLK
for
MARKETING
*Ai~
20
SPONSOR • 21 MAY 1962
Metro Norfolk & Newport News
lave the greatest concentration
)f people in the Southeast—
nearly 900,000 in half the
*rea of metro Atlanta or Miami.
dreater urban population than metro
Charlotte, Greensboro, High Point, Winston-Salem,
Durham and Raleigh all combined.
i market so compact you can get better distribution of advertised merchandise,
setter coordinated wholesale and retail promotion, more results per man-hour of
our merchandising effort, more sales per outlet, more sales per advertising dollar!
)NLY THREE TV SIGNALS
lo other station pulls a rating here. What a place to put a TV dollar! For more
nformation write to any of these stations at Norfolk, Va.
WTAR-TV WVEC-TV WAVY-TV
CHANNEL 3
CBS
CHANNEL 13
ABC
CHANNEL 10
NBC
^
re You Making This $200 Million Error? Norfolk-Newport News has been called America's
lost underestimated market; for example, a hidden plus of $200 million in effective buying
come lies in the fact that our huge armed forces payroll is largely available for discretionary
pending. So add at least$200 million to the EBI for this market. Still other millions omitted
om statistics on this market: Retail sales by the many commissaries, PX, shops, clubs,
tc, operated here by Army, Navy, and Air Force (largest military concentration in the world).
iri
SPONSOR
21 may 1962
21
Damn the torpedoes. Full speed ahead.
This is Ernest Borgnine in another great role— the no-spit,
no-polish skipper of a crazy PT boat crew in the South Pacific.
Don't be fooled by that old tub. When
Lt. Commander McHale goes into action,
he runs a tight ship.
But McHale — like many a Navy man
whose unit was temporarily isolated by
our island-skipping campaign in the South
Pacific — has been left to do his fighting
in highly improvised fashion.
Survival, let alone victory, under such
conditions calls for heroism. And humor.
In equal parts.
This is how it is with McHale'' s Men,
ABC's new breezy brawling action com-
edy. In it, Ernest Borgnine creates another
of his believable masterpieces of great
make-believe.
Whether McHale" s Men are cooking
up a potable jungle brew for their island
hosts or dishing up a diet of homemade
tinfish for the Japanese, the action is fast,
the farce is furious.
It may be a funny way to fight a war,
but it's a sure way to win an audience.
Get, as they say, aboard.
COMING ON ABC-TV: "McH ALE'S MEN"
Interpretation and commentary
on most significant tv/radio
and marketing news of the week
SPONSOR -SCOPE
21 MAY 1962
Cwyrlfht IM2
SPONSOR
PUBLICATIONS INC.
From the way NBC Corporate Planning looks at it there's going to be a sharp
difference on the accounting side between the second and third quarters for at
least two networks.
Put in quarterly perspective the view is this:
• Scond quarter sales for the two networks will not only exceed last years
but there'll be a profit for them.
• All three networks will have a heftier sponsorship for the third quarter but
they'll come out of it with a low profit, if any, due to draining discounts plans, the
selloff of surplus merchandise, in many cases, at rates which just about cover station
compensation and out-of-pocket talent.
The same conning tower expects spot tv to experience better times than last year's
second and third quarters for this reason among others: lots of new advertisers
and brands that weren't around the same time in '61.
It may be disconcerting to BBDO to know that the initial agencies interviewed
by a TvB committee on their disposition toward demographic audience break-
downs felt that the sellers of spot tv ought to seek first the improvement of basic
audience data.
Like, for instance, fattening up the local samplings, so that the ratings would have
a sounder and more knowledgeable base.
A corollary impression gathered from these early interviews — there'll be about
15 agencies queried altogether — was this: since most spot schedules are of a short
flight nature, buyers have to move too fast to be able to give much contempla-
tion to the qualitative nuances of the market or competitive station availabilities.
(For more on this theme see article starting on page 31.)
CBS TV has thrown its own commercial package in the fall elections coverage
ring.
Instead of offering just returns, the package includes some warmup programs, like
an hour on 30 May and a preelection special 26 September.
Price asked from a single sponsor is $1 million and $500,000 for half sponsorship.
NBC TV put an elections coverage package on the market several weeks ago,
with no takers as yet.
ABC TV's new summer daytime rate, running from 4 June -31 August, is
$2,150 per commercial minute plus a bonus minute for every four purchased.
The reduction is about 23%, and applies to new business. Advertisers already in the
house will be entitled to a bonus minute for every 2*4 minutes paid for.
S&H stamps (SSC&B) last week raised the dander of random radio reps by
suddenly querying stations about their willingness to take this business at local
rates.
The questioning letter said something about the fact that Sperry & Hutchinson main-
tains local redemption centers and attaches local tags to the S&H commercials.
What lent added pungency to the quest as far as the reps were concerned: S&H has
been buying at the national, or general, rate for the past five-six years.
Remarked one of them: "This bid of S&H is like a house of cards; if it gets the local
rate then stations will find Top Value and Plaid stamps asking for the same thing."
SPONSOR • 21 MAY 1962
23
SPONSOR-SCOPE continued
Lever and P&G have a product headache with their synthetic bar soaps.
Sales of their respective brands, Praise and Zest, seem to have come to a stall.
It may be largely due to plaints about the synthetic bars being somewhat harsh on
the skin.
However, there's an exception to the plight and that's Dial, which has been able to
carve out its own niche in the deodorant market.
Rules of thumb in spot tv buying can be very specious things, but there's one
kicking around New York agencies that might bemuse station people.
It runs something like this:
1) You take the average audience in prime time of the top station in e market.
2, If, for instance, that station is found to deliver a $2.30 CPM, then it should b
axiomatic for one to buy a spot on any other station in that market at a CPM which is
under $2.
P.S.: Sellers should remember that agencies are most sensitive about being identified
with formula buying; the signals can change the next week.
Scratch a tv network sales or research executive on the subject of Nielsen'
media comparison service and he'll grumble that it's another case of some one basically
oriented to air media playing into the hands of the magazines by encouraging con
trasts.
They'll also remind you that the comparison of figures overlooks the vital emotional
factor.
Their challenge : show me magazine ads that can compare with the impact of a Milton
Berle for Texaco and an Arthur Godfrey for Lipton Tea.
The sales ratio thinking of a number of tv stations in secondary markets is
bound to have an effect on radio business.
The mood these tv stations are articulating: it's imperative that they increase the per-
centage level of their local business, particularly daytime.
Question: why is it important that they broaden their base of local revenue?
Answer: to make up the revenue lost from the drift of once selective spot
brands to network spot carriers and the anticipated cut in station compensation
from the networks.
For many such tv stations a concerted effort to broaden the local income base poses a
dilemma : they would be competing unstintingly with their own radio station as well
as the newspapers.
P&G will be spending a little bigger fragment of its $120-million ad budget
on magazines this next fiscal year and with that it will do a different kind of probing of
the effectiveness of printed copy vs. tv commercials.
The new magazine approach has already been tested: questioning recipients of a
national magazine in two sets; namely, those who saw the regular ad as against those
who see a P&G ad on the same brand whose insertion has been limited.
Intertwined in the questioning are related copy proddings involving tv.
The hope: to establish some averages that might serve as an authentic indicator of
print vs. tv effectiveness.
That periodic scramble among the three tv networks for the Chesebrough-
Pond's business is on.
The prize: the budget for the last 1962 quarter which could come to $1.5 million.
At the moment CBS TV has the bulk of the daytime and NBC TV is running nighttime
minute participations in behalf of Vaseline hair tonic.
24 sponsor • 21 may 1962
SPONSOR-SCOPE continued
All evidences point to a walloping last quarter in nighttime sales for all three
tv networks.
There's been some hesitancy among the smaller fry of regular nighttime network users
until they got a better picture of future sales prospects, but they're expected to act soon.
What could ensue is one of the busiest order-taking Mays in network history.
Here's a sample of those that have yet to commit themselves for the fall: Metrecal,
Frigidaire, Ponds, Reynolds Metals, Beacham, Beech-Nut, International Latex,
Pepsi-Cola, Coca-Cola, Schlitz, All State, Lanolin Plus, Maybelline, Dow Chemical,
Helene Curtis.
Others, like Ford and Quaker Oats, have additional money to spend.
Nighttime network tv, it may be roughly estimated, will spend between $250-
275 million on filmed entertainment series during the 1962-63 season.
One thing noteworthy about the source of this film: there are far more individual
suppliers than prevailed the year before.
Last fall's roster of suppliers came to 19, these accounting for 79 program series,
whereas, even though there'll be nine film series less next season, the roster of suppliers will
total 29.
Here's how the 70 film series break down by sources of two or more shows:
PRODUCER
ABC TV
CBS TV
NBC TV
TOTAL
MCA-Revue
5
1
4
10
Screen Gems
5
2
2
9
CBS TV
0
6
0
6
Four Star
1
1
4
6
Warner Bros.
4
0
0
4
Marterto (Danny Thomas)
0
3
1
4
Desilu
2
2
0
4
MGMTV
0
0
3
3
Hanna-Barbera
2
0
0
2
Filmways
0
2
0
2
Miscellaneous
8
7
5
20
TOTAL
27
24
19
70
Note: This does not include the four hours of box office features on NBC TV & ABC TV.
One of the tv networks is rebating not only on time but program charges
when it is unable to clear certain stipulated markets.
It's a twist, if it becomes general enough, that could add heavily to the networks' woes
over burgeoning program investments.
The program rebates granted by the network in question are the same percentages
as applied to time.
Rebates on time for uncleared markets is something that's existed from ABC TV's
emergence as a solid third network, but the program rebate is a new development.
ABC TV sort of progenitored the idea several years back when it agreed to a two-way
rebate if a hookup couldn't deliver over 90% of USA homes.
In keeping with its new policy of reviewing and reevaluating its tv network
activity each quarter Colgate has turned over to CBS TV quite a chunk of its
daytime business.
The reapportionment of this business gives NBC TV, effective 1 July, only half of it,
whereas during the current quarter it has virtually all of it.
Part of the package deal with CBS TV, covering the third quarter, involves NBC TV
losing Colgate as sponsor of the 2:25 p.m. news strip and CBS TV gaining that
allegiance for its 3:55 p.m. strip.
SPONSOR • 21 MAY 1962 25
r
SPONSOR-SCOPE continued
H-R's New York offices last week had the rare experience of playing host to
competitive reps.
The occasion: they came over in a group to look at H-R's new paperwork system,
something that was evolved after a six months study for it by Booz, Allen & Hamilton.
The visitors deemed the method quite a step forward in the sellers' battle with the ever
mushrooming paperwork jungle.
An industry that shows all the vestiges of needing a shot in the arm is the big-
time sector of frozen foods.
Marketers say that its growth has come to a virtual halt, and they attribute this
markedly to the competition from local firms, whose prime requisite for going into
business is deep freeze equipment.
If you're interested in an updating on where the three American soap giants
are throwing their heaviest international marketing weight, scan this item.
By company the geographic picture might take the following outline:
P&G: very strong in England and expanding fast onto the Continent; has a foot-
hold in the Phillipines and Australia and has just started in Venezuela as its South
American base of invasion.
Lever: holds sway in England, even though P&G's pushing hard there, the Continent
and the British dominions, all home bailwicks. It will be recalled that because of this com-
petitive pressure Henry Schachte was switched to overseas advertising.
Colgate: has been on the Continent, particularly with its Palmolive bar, from away
back and manifests strength in Central and South America.
TvB last week issued a blast at some unfavorable reflections on chainbreak
advertising which the N.Y. Daily News has embodied in a presentation that's
being shown to admen around the country.
The research for the presentation was done by the Advertising Research Founda-
tion and purports to show that a very small portion of all adults, from 15 up, in the New
York market said they watched all of the stationbreak without channel switching
or other non-viewing activities.
TvB's six-page analysis rips hard at the research figures' basic assumption.
(For details of the answer see SPONSOR WEEK, page 7.)
Things for tv apparently haven't been going well with the leading retail chains.
Here's a comparison in billings as obtained from TvB which tells the story:
chain 1961 1960
Montgomery Ward $664,000 $709,000
Sears 382,000 404,000
Electric shaver makers are nurturing the hope that 1966 will be the year when
their sales graph will take a big burst upward in relation to population growth.
It's the year they figure that the buying power of that war baby population explosion
will flower into adulthood.
Shaver sales have been running behind population sprouting, but the industry
has this to warm their outlook: over 50% of American youth are owners of electric
shavers by the time they graduate high school.
For other news coverage in this issue: i gee Sponsor-Week, page 7; Sponsor
Week Wrap-Up, page 64; Washington Week, page 59; sponsor Hears, page 62; Tv and
Radio Newsmakers, page 72; and Spot Scope, page 60.
26 sponsor • 21 may 1962
■I
HOW BIG IS RAY IN RALEIGH-DURHAM?
"Ray WHO?", y'say. Well, that figures. You've never
seen Ray Reeve on your TV set. But every night an
average of over 46,000 Carolina homes look to this
award-winning sports personality for more than just
ballscores. Ray's been around here for more than two
decades . . . He's well-known for what he knows well:
the Sports News that interests this area. ■ And how
big is Ray Reeve? Your H-R man has all of Ray's
measurements . . . from his 42-inch
waist to his 18.0 ARB. ■■■■■■■
NBC TELEVISION
WRAL-TV
CHANNEL 5
Raleigh -Durham, N.C.
Represented Nationally by H-R
(Data based on March 1961 NSI & ARB Mon-Fri averages, plus a sworn statement from Ray's tailor.)
SPONSOR • 21 MAY 1962
27
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TV commercials
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back the picture moments after the latest "take" —
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The sky's the limit on special effects you can achieve
with "Scotch" Video Tape. The automotive "teaser"
commercial at right, for example, matted the man,
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grounds and foregrounds . . . put live-action on minia-
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pixies and giants ... do split-screen comparisons . . .
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drawings, cartoons, movies, live-action — you name
it! Video tape shows how you're doing immediately
when improvements are easy, corrections economical!
And that's not all! "Scotch" Video Tape achieves
"presence" extraordinary, makes recorded pictures
look live. Editing's easier than ever. And "Scotch"
Video Tape records in either black-and-white or color,
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tape. Or send for free booklet, "Techniques of Editing
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28
SPONmH!
21 may 1962
SPECIAL EFFECTS-NO LAB DETOUR!
magnetic Products Division
SPONSOR
21 may 1962
29
Florence
is unique
She walks in beauty,
vital as the television market she
symbolizes. Florence is
unique— the fourth largest single-station market
in the nation. No other single
medium effectively serves
this growing agricultural-
industrial area.
WBTW
Florence, South Carolina
Channel 8 • Maximum power • Maximum value
Represented nationally by Young Television Corp.
A Jefferson Standard Station affiliated with
WBT and WBTV, Charlotte
SPONSO R
2 1 MAY 1962
*•?£
.«*
*
******
a*
©
to
ft*
6 >■
^^
sS.nr*
WW
SPONSOR COMPUTER
REPORT NO. 3:
WHO'S
GOING TO PAY?
Last week, heads spinning with re-
solve, a special Television Bureau of
Advertising committee met in New
York to tackle one of the industry's
bitterest, most contentious, problems:
who's going to pay for the addition-
al market research demanded by
31
Cost and centralization of qualitative data arouse industry confusion
about new computer research demands; TvB is stirred to take action
electronic computers, and how can
this data he brought to a central
place?
Headed by Donald L. Kearney.
director of sales for Corinthian
Broadcasting Corporation, this TvB
committee's action marks the first
concentrated effort by broadcasters
to come to grips with an explosive
which BBDO may have ignited (see
SPONSOR, 30 April), but which now
reaches into every corner of the in-
dustry. It reflects not only broad-
casters' mounting concern with dem-
ographic audience measurements and
their costs, but with what TvB in a
27 April release calls "the splinter-
ing action on the part of agencies in
their concept of programing through
electronic computers." As Kearney
himself states it: '"One of our main
purposes is to see that stations aren't
being railroaded into subscribing to
services that aren't, and won't be.
vestigating the
meaningful."
In its initial course of action, the
committee is working with advertis-
ers, agencies and research firms to
coordinate existing data available
from the television industry, includ-
ing audience characteristics, prod-
uct profiles, consumption patterns
and other information not now being
used by marketers. As part of its
objective to put this data in a cen-
tral place, the committee is also in-
rental of electronic
computers on a long-term contract
basis.
In view of this major step toward
coordinating what for months has
been utter confusion, SPONSOR has
gone to more than two dozen leaders
among advertisers, agencies, station
groups, reps and research houses
I many of whom talked — but refused
to be quoted by name) to determine
the blistering computer-research cli
mate in which TvB will now be gy
rating.
As it stands:
1 . Only one agency — BBDO — is
actually using computers for media
selectivity. At least one other top
eral
Lr
ry.
in
Here are things being said about measurements, computers
Executive v. p. of top rep firm...
"Both selling and buying are getting too compli-
cated. Measuring too elose to the hone will take
the last ounce of spirit out of both. . . . Let's get
a little more sell baek in the industry."
Research director of another top rep firm...
- 1 think qualitative measurements will put more
selling baek into spot. There'll be more sales
tools with this additional information. What
salesman ever frowned on sales tools?9'
32
SPONSOR
21 may 1962
agency — Young & Rubicam — has its
own computer installation. But sev-
eral other agency giants — namely,
Leo Burnett, Compton, McCann-
Erickson, Lennen & Newell and Ogil-
vy, Benson & Mather — reportedly
are "actively exploring" computer
operations.
2. The three top soap companies —
Procter & Gamble, Colgate and Lever
— have expressed serious interest in
getting additional demographic data,
are unanimous in their feeling that
this qualitative material will be of
vital aid to their respective market-
ing strategies.
3. At least one major research
firm — ARB — is scheduled for definite
qualitative research this fall. Two
others — Nielsen and Pulse — are ex-
ploring the possibility of demo-
graphic breakdowns, although their
fall plans are not yet finalized.
4. A growing number of reps and
station groups are at work on quali-
tative marketing research programs
of their own. One, RKO General,
will soon be releasing its first in a
series of market/media research
studies, "Target — the Consumer,"
which will reveal the differing appeal
of six different program types on 20
separate consumer groups. (See
14 May).
general, the atmosphere is
with industry-wide belief
that qualitative measurements, along
with computers, are indigenous to
broadcasting's future. The unrest
and diffusion which characterize that
atmosphere today stem from ways
and means, not ends. Many stations
and reps are balking at the stagger-
ing costs such measurements portend.
They foresee a time when one agency
will require a marketing profile vast-
SPONSOR
5. In
charged
ly different from another's, thus forc-
ing them to subscribe to an endless
multiplicity of services. Competitive
research houses, on the other hand —
not to mention the research depart-
ments of the individual advertisers,
agencies, reps and station groups —
are far from agreement on just wliai
should be measured — and how. Agen-
cy views on just how far demo-
graphic breakdowns should go, for
example, contrast sharply.
At the center of these varied direc-
tions, of course, are the research
houses themselves. One in particular
— ARB, the only announced candi-
date in the "full speed ahead" demo-
graphic race — is the target both for
praise and criticism. As its project-
ed audience profile format revealed
(sponsor, 30 April), ARB had orig-
inally proposed for its initial fall
studies a breakdown in the 18-39 age
—by industry leaders who prefer their names not be used
Sales v. p. of leading station group . . .
**To hell tril/i this talh of new measurements.
All we really need is more strength in existing
measurements. There are a lot of sore feelings
about this thing . . . and more are coming."
Another station group executive . . .
^\ou just watch the station have to pay for the
competition between agencies and research
houses. I haven9t spohen with one agency yet
that teas moving in the direction of another.*'
SPONSOR
21 may 1962
33
CONCERNED: Donald L Kearney of Co-
rinthian Broadcasting heads TvB committee in-
tent on coordinating qualitative research data
CONCERNED: Laurence Roslow of Pulse says
qualitative measurements are sound, sees
cost and sample sizes as the problem areas
group only. \ sizeable number of
reps, station groups and agencies
with whom SPONSOR spoke considered
this qualitative measurement much
too limited in range, some contend-
ing that the 39-49 age group is, on
the average, a better buying group,
that only if the total prime market
is measured can meaningful data
emerge.
This criticism has not fallen on
deaf ears. Jack L. Gross, head of
ARB's New York office, told sponsor
at press time that the final form the
first profiles will take has still not
been determined, that ARB is seri-
ously considering expanded break-
downs to cover the 18-34, 35-50 and
over-50 age groups. It is also delet-
ing the ''persons reached and view-
era per set" category and replacing
it with a "metro share" category.
Other rep and station reservations:
• The new qualitative measure-
ments will ((impound the headache
of paper work, already to a point of
saturation.
• Since any new measurements
will be limited for the time being —
a stop-gap device, says one rep —
timebuyers could easily be running
in the wrong directions with them.
• Without substantial increase in
sample sizes — commensurate with the
demographic breakdowns — the re-
sulting data could be both mislead-
ing and unmeaningful.
Gross feels that these are all minor
complaints, that no one could seri-
ously object to more information.
'"Additional marketing informa-
tion is like motherhood," he says.
"Who can possibly be against it?"
He also defends ARB's "evolution-
ary" rather than "revolutionary" ap-
proach to demographic breakdowns
as absolutely necessary until the way
they will be used is determined. "This
means a step-by-step operation," he
says.
As for cost — the explosive who-
pays-the-tab issue — Gross envisions
the distribution of these costs among
advertisers, agencies and stations.
The three leading soap companies,
he says, have already expressed a
willingness to pay their share; the
increased cost to stations for this
fall"s qualitative studies should aver-
age out to about 15%.
But costs, however equitablv dis-
tributed, will continue to be a major
problem. Frank Boehm. director of
research and promotion for the na-
tional sales division of RKO General,
estimates that BBDO's project alone
would cost his company $40,000.
About a fourth of the reps with whom
SPONSOR spoke felt that agencies and
advertisers should bear the brunt of
the costs, since they're the ones look-
ing for additional information. Some
estimated that stations now pay more
than 50% of research costs. The ma-
jority, however, feel that a share-
basis is necessary, since stations (and
reps) have an obligation to adver-
tisers and agencies if thev want this
kind of data.
While most of the measurement
and cost issues revolve currently
around ARB, both Pulse and Niel-
sen find them serious confrontations
in their own formulation of plans.
Pulse considers the requirement of
additional dollars of paramount im-
portance in the course of demo-
graphic measurements.
"Certainly we're in agreement with
the qualitative philosophy." says
Laurence Roslow, associate director.
"Tor about a year we've been doing
a local tv book in about 15 top mar-
kets, where several qualitative factors
have been included. For the past two
years we've had qualitative measures
three times a year on a national ba-
sis for 35 markets. But cost is of
major concern. A sample increase of
50%, for example, would increase
costs some 40%."
Sample size itself is another prob-
lem area, says Roslow.
"Eventually samples will have to
be increased," he maintains, citing
the possibility of increase in number
of individual reports while actual
number of reports are reduced. He
also points out that the use of com-
puters on a much more widespread
basis than today's will be necessary
to handle the new material.
"I nt il more agencies are using
computers," he claims, "the potential
combinations which demographic fac-
tors will create cannot be accom-
plished by hand."
Nielsen, too, sees the over-all finan-
cial support of stations, agencies and
advertisers as essential to any revolu-
tionary measuring technique. As for
measurement itself, says Nielsen, the
real problem is a large enough sam- j
pie to report real differences.
One thing those at the station and
rep level fear most is that the re- I
search houses might be veering off
in such different directions that —
even were initial cost disposed of —
the station's ultimate cost would be J
as staggering as it would be unavoid-
able. One research director, for ex- J
ample, sees the time when a broad-
caster might end up buying, say,
ARB, Pulse. Hooper and Nielsen —
plus an ARB qualitative, a Pulse
qualitative, a Hooper qualitative, a
(Please turn to page 52)
34
SPONSOR
21 may 1962
PORTRAIT OF THE NEW 4A BOSS
^ John Crichton, new 4A's
president, outlines his ideas
on how the advertising image
can he improved in the U.S.
"A
J^gencies create sales, reputa-
tions, and profits for their clients
through advertising," the man with
the straight-stemmed smoking pipe
said to a sponsor editor last week.
The speaker was John Crichton. the
new president of the American Assn.
of Advertising Agencies and probably
the tallest (six feet, four and one-half
inches) man in the fraternity of ad-
vertising. On 7 May, this 43-year-old
former editor of Advertising Age
succeeded Frederic R. Gamble who
had completed 33 years with the 4A's,
the last 18 as president.
The consensus in the industry is
that Gamble's successor, working in
harmony with Marion Harper, Jr.,
board chairman of the 4A's and
board chairman of Interpublic, will
stir up considerable comment about
the plus marks in American adver-
tising.
Numerous advertising men are cer-
tain that the Crichton-Harper combi-
nation, aided by the full membership
of the 4A's, should add no small
amount of legitimate lustre to an in-
dustry that has felt the constant lash
of polysyllabic criticism from the in-
tellectuals of the land.
The Harper program enunciated at
the association's recent conclave in
White Sulpher Springs, calls for a
10-point campaign to uplift the image
of advertising in American life. Its
goals are to: set up an information
center; create a program of continu-
ing research to determine what ads
are irksome to the public and to take
action to rectify these matters; pro-
mote consumer judgment of advertis-
ing; help agencies encourage young
people to enter the industry.
"Advertising agencies should spear-
head a cooperative information pro-
gram, enlisting all groups involved
with advertising. Advertising agen-
cies should clearly take the initiative
35
since their interest in advertising is
total — it's their reason for being.'"
Harper said. "And each of the ad-
vertiser, media, and promotion groups
has enough of an interest in building
advertising's reputation to take part."
What appears most important in
the new setup of the 1 As was the re-
cent adoption b\ the trade associa-
tions membership of a new "creative
code" providing for possible anul-
ment of 4A membership by "clear
and wilful" violators of the code.
This, as the industry sees it, is a
noble move on the part of the organi-
zation. A public relations program
with strong "teeth." industry people
are saying, should go far in the fight
against delinquents in the field. Most
important, as industry leaders viewed
it last week, both Harper and Crich-
ton see eye-to-eye on the goals ahead.
Said Crichton to sponsor: "The
340 entreprenuers who are members
of the 4A's are people who have built
their own businesses. They have much
at stake. They are highly skilled
communicators."
The new 1 \ president was asked to
comment on a recent remark by J.
Edward Dean, director, advertising
department of E. I. du Pont de
Nemours Co. who had suggested that
one way of lifting the advertising
standards was to put aside the shot-
gun and approach offensive advertis-
ing "with the keen marksmanship of
individual selection." Dean thought
that by singling out the advertise-
ments and the business firms that
transgress public taste and make ex-
cessive and unsupported claims "we
can score a bull's eye without con-
demning the innocent with the guilty
. . . the vast majority of advertising
efforts are honest presentations of
fact."
Crichton says Dean's thesis is hard
to quarrel with. "Nobody objects to
advertising. But what one objects to
is some individual advertisements.''
Crichton is profoundly impressed
with the behavior pattern of many of
the top advertisers in the broadcast
media. One is struck with his ad-
miration for the production skills and
copy that go into the majority of
television commercials.
"There are many straight forward
commercials in excellent taste." he
insists. "The general level of com-
mercials is excellent and rising all
the time."
It is Crichton's belief that networks
and independent stations should be
made solely responsible for the edi-
torial matter on the air. He empha-
sizes over and over that "the people
in charge of a medium must control
it." As for the magazine concept,
advocated by a number of far-seeing
individuals in the industry, Crichton
says, "If you give the sponsor some
flexibility, the magazine concept
(Please turn to page 53)
THIS IS a materialistic and mobile society "and I devoutly hope it will remain so" says John Crichton, new president of the 4A's. Seen on the
wall in the New York office of the organization are paintings of past 4A leaders (I to r) A. W. Ericlcson, William H. Johns, Clarence B. Goshorn
36
SPONSOR
21 may 1962
SURPRISE and delight are reflected by Elizabeth Black of Donahue & Coe as she learns she is Silver Nail Timebuyer of the Year. A media
;upervisor, she is surrounded here by D&C executives. Her comment: "I don't know why I should get an award for something I enjoy so much"
3 BUYERS HIT THE TOP
* What makes an award-winning timebuyer? A look at the careers of SRA winners-
Beth Black, Donahue & Coe ; Marianne Monahan, NL&B ; William Kearns, Ted Bates
Silver Nail Timebuyer of the Year, Elizabeth Black was the
first Ruthrauff & Ryan timebuyer, has a 28-year media record
I
f knowing the ropes of broadcast
buying is the more important cri-
terion for winning the Silver Nail
Timebuyer Award, Beth Black of
Donahue & Coe is probably among
the front-runners of all time. For
Beth is not only among the foremost
practitioners of the art; she is also
among the hallowed few who helped
invent it. For in 1934 — after three
ears as secretary to the boss of the
adio department — she became the
rst person at the old
Ryan agency to take
"timebuyer."
Ruthrauff &
the title of
"I didn't plan it that way," she re-
calls. "They just told me one day
that they were creating a new job
and asked me if I'd like to try it."
She accepted and has had media re-
sponsibilities of one kind or another
ever since.
During the '30s and '40s. Beth
worked with some young rep sales-
men who later became some of broad-
casting's most important figures. "I
remember, particularly, Art Hayes,
who was then a salesman for CBS
Radio Sales; Pete Peters, who visited
our agency out of Free & Slesninger,
SPONSOR
21 may 1962
Chicago; and Hank Christal, who
was then with Edward Petry & Co."
Hayes, of course, is now president
of CBS Radio. Peters later became
a partner in Free & Peters, is now
president of Peters, Griffin, Wood-
ward. And Christal is president of
his own rep firm. Henrv I. Christal
Co.
To top it off. Beth began in adver-
tising as secretary to a man who
founded one of today's largest ad-
vertising agencies — the late Alfred
W. Erickson, a founder of McCann-
Erickson.
During an 11-year stay at R&R
(her starting salary was $50 a week I .
Beth bought some of the first spot
radio campaigns for Dodge cars.
Gillette Safetv razors, Noxzema. and
37
Lever Bros.' Rinso and Lifebuoy
soaps.
"In those days there were no rat-
ing services, nor were there a> many
radio station.- a> today, ["he besl wa)
to learn the stations was to make
field trips — a wonderful method of
knowing the station through personal
contact with the market. Today, of
course, it's neither as necessary nor
as practical."
In 1939 Beth moved to the Joseph
Katz Co. as media director for the
New York office. For the next 14
years she supervised buying in all
media for Katz clients. She bought
heavily in spot radio for Ex-Lax. and
supervised that client's first test
campaigns in television around 1950.
While at Katz she also dipped her
hand in buying for political cam-
paigns. In 1952 she bought time for
the Democratic National Committee
and later worked on campaigns for
New York's Mayor Robert F. Wagner
and former Governor of New Jersey,
Robert Meyner.
In November 1953 Miss Black left
Katz to become director of broadcast
media — and later media director —
for the Harry B. Cohen Agency. It
was during this time that she gained
distinction for her shrewd placing
of the entire radio-tv budget for
Grove's 4-Way cold tablets. The
Cohen agency later became known
as Cohen & Aleshire. On 1 August
1961, Donahue & Coe acquired the
agency.
As media supervisor, Beth now
handles the broadcast buying for 4-
Way cold tablets and she supervises
placements for Acnotabs, Dormin,
Lydia Pinkham. and Lady Esther.
Beth was born in Richmond Hill, ;
Queens, has spent all her life in New
York City. She attended the Scudder
School for Girls on Lower Fifth Ave-
nue, which she recalls was the "type •
of school laughingly known in those
days as a 'finishing' school."
In addition to her professional j
prizes, Beth is today an accomplished
fisherwoman, holding a 20-year rec-
ord for a 5% -pound land-locked sal- I
mon caught in her favorite fishing
haunt, the Averill lakes in \ ermont.
After hours, she attends the theater,
plays bridge, and works double- j
crostics.
BIG MOMENT (or Marianne Monahan, Needham, Louis & Brorby timebuyer, is receiving the
Timebuyer of the Year plaque from Tom Harrison, John Blair & Co., pres. of Chicago SRA
The small-town girl who made good in the big city, Marianne
Monahan of 1SL&B is SRA's Chicago Timebuyer of the Year
__ CHICAGO
■ ^rofessional savvy plus personal
grace could well be applied to Mari-
anne Monahan of Needham, Louis
and Brorby- who was voted timebuy-
er of the year by Chicago's SRA
Chapter, because coincidentally she
was also honored in sponsor's rep
poll of prettiest lady timebuyers
(sponsor, 7 August 1961).
Marianne has spent eleven years
in the advertising agency business,
all of them in media. She joined
NL&B's media department in 1953.
after two years with Henri. Hurst &
McDonald. In 1954 she became an
assistant timebuyer, and four years
later was promoted to timebuyer, the
position she currently holds.
In her timebuying capacity at
NL&B, Marianne works on such key
accounts as Johnson's Wax, Kraft
Foods, International Minerals and
Chemical (Ac'cent), and Campbell
Soup. For these advertisers she buys
both radio and television, network
and spot. During the past several
years she has had an opportunity to
utilize radio to excellent advantage
in a number of specific product sit-
uations, when buying schedules for
Ac'cent, Campbell's V-8, and various
Kraft products.
Miss Monahan reflects the NL&B
media philosophy that an essential
prerequisite to proper use of radio
is a thorough understanding of the
medium's dynamic nature, and a rec-
ognition of the changing pattern at
I Ill
SRA award
requirements
Silver Nail — a candidate
must have been a buyer of
spot broadcast media for at
least five years.
Gold Key — must have been
in advertising for 15 years,
starting as a timebuyer.
Chicago award — same
qualifications as for Silver
Nail award, except the time-
buyer must be employed in
Chicago.
^Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillllllllllllllllllll:
38
SPONSOR
21 may 1962
the local level as stations seek to find
the correct programing key to their
respective markets.
Broadcast buyers at NL&B are sent
into the field to do on-the-spot radio
analysis in major markets as one
means of developing a fuller under-
standing of the medium. The advan-
tage of traveling markets has given
her an insight into the broadcast in-
dustry that would not have been pos-
sible otherwise. This knowledge has
enabled her to use a blend of net-
work and spot, which, she believes,
has made radio work with unusual
efficiency for Needham "sound"
minded clients.
Market visits are much more satis-
factory than station visits to agencies,
she contends. Getting to know the
management of a radio or television
station is much more meaningful than
fancy coverage maps or elaborate sta-
tion presentations.
"Knowing station management is
extremely important to a timebuyer.
You can pretty much judge a station
from personal contact with the peo-
ple who run it."
NL&B frequently sends its buyers
into the field, last year had them re-
search the top 20 radio markets first-
hand. Marianne went on working
tours of stations in New York, Wash-
ington, Baltimore, Los Angeles, and
San Francisco.
She made a return trip to San
Francisco this year departing Chi-
cago on the same day she was named
Timebuyer of the Year.
Blair Vedder, media v.p. of NL&B,
in his acknowledgement of Miss
Monahan's award by the SRA, had
this to say: "Marianne is in the true
American small-town-girl-made-good-
in-the-big-city tradition. She was born
in a suburb of Effingham, 111. . . .
and when you talk about suburbia,
there just isn't any place to compare
with that."
Vedder said that as a media direc-
tor he was very proud to know that
a member of his staff is thought of
so highly by such a key group as the
SRA. "The Timebuyer of the Year
Award is an outstanding honor for
her," he said, "and a source of real
satisfaction to the NL&B media de-
partment."
It all started with Butternut coffee and timebuying in Omaha,
but SRA's Gold Key man is now in top management at Bates
■ rom timebuyer for Buchanan-
Thomas, Omaha, to president and
later chairman of the executive com-
mittee, Ted Bates & Co., New York,
is a long distance to travel, even in
32 years. Just such a rise in the ad-
vertising world is what has earned
WillianT H. Kearns the 1962 Gold
Key Award from the SRA.
Kearns has shown a flair for ad-
vertising in all its phases, perhaps is
best at management. Today he car-
ries for Bates some weighty respon-
sibilities, supervising the agency's
fiscal operations, budgets, the legal
department, and corporate affairs. He
is also a management representative
on major accounts.
A top executive with Bates since
the agency was formed in 1942, he
was brought to New York from H. W.
Kastor & Sons, Chicago, as vice-pres-
ident of Bates, a position which he
held until 1955 when he was named
president of the agency and in 1959
became vice-chairman of the board
and chairman of the executive com-
mittee.
During Kearn's six-year tenure as
timebuyer in Omaha, he was associ-
ated with a famed promotion for
Butternut coffee. Heavily advertised
on radio, Butternut asked listeners to
send the tin-strip from the coffee can
to the radio station. The station then
sent the tin-strips to the company,
which donated gifts, depending on
the number received, to orphanages
and charities. His reputation in
Omaha advertising circles grew and
in 1934 Kearns was elected president
of the Omaha Advertising Club. He
was re-elected the following year.
"When I first started in Omaha,"
recalls Kearns, "I did everything. I
wrote copy, prepared radio programs,
did layouts, wrapped engravings for
shipment, bought time, and swept the
floors. It was good training for my
move to Chicago," he quips.
In 1936 Kearns moved into the
Chicago advertising circle, joining
Blackett-Sample-Hummert. Three
years later he became vice president
of the H. W. Kastor agency.
Bill Kearns was born in Beatrice,
Neb., in 1908, where his father was
pastor of the First Presbyterian
Church. The family moved later to
Lincoln, Minneapolis, and Omaha.
Young Kearns graduated from high
school in Omaha in 1925.
He displayed his first flair for ad-
vertising while a student at the Uni-
versity of Nebraska. He was adver-
tising manager for the student news-
paper, the Daily Nebraskan, and was
later elected to Alpha Delta Sigma,
national advertising fraternity.
Kearns worked his way through
college by strumming a banjo.
Kearns left advertising temporarily
soon after he joined Bates in 1942
for active duty with the U. S. Navy.
He was decorated with the Navy
Commendation Ribbon and the Pres-
idential unit Citation for his service
as air combat intelligence officer. He
served aboard an aircraft carrier in
four major actions in the Pacific
Theater, including the Philippines,
Iwo Jima. and Okinawa.
In addition to management re-
sponsibilities for Ted Bates, Kearns
is also a member of the board of di-
rectors of Spitzer, Mills and Bates,
Ltd., an associated Canadian adver-
tising agency. He is also a director
of Companion Life Insurance Co.. a
subsidiary of Mutual of Omaha. ^
GOLD KEY winner, William Kearns is chair-
man of Ted Bares' executive committee,
worked his way through Univ. of Nebraska
SPONSOR • 21 MAY 1962
39
Son, do you think
you know how to manage
a radio station?
Try to wangle out of these dilemmas and see if yon are qualified to handle the job
This off-beat quiz was prepared by a well-known radio
man ( name given on request). Like questionnaires that
tell you whether you re a good husband, a likely executive.
or a life-long failure, this test will tell you if you stand
flat-footed with radio broadcasting. For the best solutions
and your score, indicating your ability, see page 55.
DILEMMA 1
You're on a selling trip to Chicago, arriving in the
afternoon, and your only appointment for the rest
of the day has been suddenly cancelled. You really
ought to go to your hotel room, take a pencil and
pad, listen to all the radio stations in Chicago, and
make copious notes —
BUT—
The Dodgers are in town playing the Cubs in an
afternoon game and you're an old Dodger fan.
What do you do?
A. You forget about the monitoring, go to the
game and enjoy yourself because, after all, you've
been working hard and you're entitled to relax.
B. You skip the game, sit in the hotel room all
afternoon, carefully analyzing the music, commer-
cials, and new promotion ideas of the leading Chi-
cago stations.
DILEMMA 2
All seven FCC commissioners, a> well as numerous
other industry notables, are in town for a special
dinner honoring Bernard Baruch and Albert
Schweitzer as co-recipients of The Bobby Darin
Award, and you're invited to sit at the head table
between Oren Harris and Warren Magnuson —
BUT—
director
Your roughest competitor's program
chooses this day to call to say he's finally fed up
and ready to talk terms, but it has to be tonight.
What do you do?
A. You tell the hot-shot program director you're
sorry, that you're a very busy man and besides, you
have a rare opportunity to score some points for the
industry while the congressman and senator are
eating their fruit cups.
B. You skip the dinner, spend the evening pitch-
ing our future program director and plotting the
overthrow of the market's presently ridiculous
ratings.
40
SPONSOR
21 may 1962
DILEMMA 3
It's your 25th wedding anniversary, and under
threat of the direst consequences, you are to be
home promptly at 7 o'clock for a catered, formal,
sit-down dinner party for 50 people —
BUT—
Late the same afternoon you get a call from Bud
from Kansas City, Ken from Des Moines, and
Barry from Atlanta, who are in town just for one
day and are dying to have you join them in a
poker game and bull session, promising to reveal
Bud's new twist in music and to give you the real
low-down on the license revocation proceedings
on LeRoy Minow's station in Saddle Sores, Wy.
What do you do?
A. You call Bud, Ken and Barry, tell them you
can't possibly join them; you make them promise to
fill you in on every word the first chance they get,
and you yell about guys who come to town without
notice and can't stay over just one more day.
B. You join your buddies, miss your anniversary
party, shatter your marriage — (it's really too hor-
rible to contemplate) .
DILEMMA 4
Your oldest daughter announces that she's ready to
marry and wants your approval of one of her three
favorite beaux. One is the tall, handsome, athletic,
brilliant son of the town's biggest and wealthiest
newspaper publisher; the second is a charming,
industrious, deeply religious young man who grad-
uated first in his class at college and is the market's
fastest rising television sales manager. The third
is a gamey, odoriforous, uncouth, disrespectful,
bearded beatnik of decidedly pink leanings, from
a poor family and a broken home, without visible
means of support — a young man of indeterminate
height, since you've known him for two years and
have yet to see him standing up.
Which do you choose?
A. The newspaper publisher's son
B. The television station sales manager
C. The smelly beatnik
(For answers, please turn to page 55)
SPONSOR
21 may 1962
41
10 MORE TOP SPOT AGENCIES
^ Here are a few air media buying thoughts from the men direetiug the radio/tv
spot buys for the agencies whose air media billings rank them 11 through 20
In a recently concluded series of ar-
ticles ("Inside the ten. top spot agen-
cies'' I . SPONSOR reported the media
thinking of the ten top air billing
agencies in the country. In the story
beloit . SPONSOR summarizes the spot
buying jdiilosophies of the ad shops
which last year ranked 11 to 20 in
air media expenditures, among them
some of spot radio's biggest spenders.
The agencies are Lennen & Newell;
N. W. Ayer; Foote, Cone & Belding:
Kenyon & Eckhardt; SSC&B; Camp-
bell-Ewald; Needham, Louis & Bror-
by; Cunningham & Walsh, and
D'Arcy.
^%lthough television remains the
charmer of the ad industry, radio is
far from obsolete, according to the
observations expressed by many of
the astute media men pictured on
these pages. While a pro and con
cleavage exists in the area of im-
proved radio presentations, the ma-
jority of these shops include radio
in the over-all media thinking.
Many applaud what they label
"realism in selling radio" while oth-
ers feel that the medium is playing a
more important role today than it
did in the early years of the last
decade.
Computers arouse varying feelings
among these media people. Recent
crises in television have also evoked
a certain amount of apprehension
from some of the top men in the busi-
ness.
Frank J. Gromer, Jr.. v. p. and di-
rector of media for Foote, Cone &
Belding, an agency which last year
spent an estimated $16 million in spot
ty and nearly $4 million in spot ra-
dio, projects concern over the future
strength of television as an advertis-
ing medium. He says: "Our most
direct concern centers around a con-
tinuation of the trend toward les-
sened product protection and in-
creased commercialization. If these
continue unchecked, the effectiveness
<>f television as an advertising medi-
um is hound to suffer."
As for radio, Gromer claims that
the medium has been important in a
number of their plans during the past
years and will undoubtedly continue
to be. Radio's primary attributes,
Gromer savs. are its inherent flexibil-
ers could result in an undesirable
standardization of media plan-.
Blair Vedder, Jr.. v.p. and media
diretcor of Chicago's Needham, Louis
and Brorby. takes a different stand
on the subject of computers. He
opines that while the mechanical de-
vices have proven to be a decided as-
set in clearing away paperwork that
is normal to media buying, comput-
LESSENING of product protection may hurt tv, says Frank J. Gromer, Jr. (I), FC&B v.p., me-
dia. Blair Vedder, Jr., NL&B v.p., deplores audience information as "frustratingly elusive"
ity and its ability to deliver extreme-
ly high levels of commercial frequen-
cy at an affordable cost." He adds
that radio is always included in their
media thinking.
On the subject of computers. Grom-
er says, "there is no doubt that com-
puters are here to stay." He feels
that when used properly they will
contribute greatly to the media plan-
ning and buying functions. There is,
however, an inherent danger in apply-
ing computer techniques to media
evaluation and selection indiscrimi-
nately. "Unless they are used in a
way that recognizes that brand media
requirements, as well as media char-
acteristics, are factors that are con-
stantly changing, the use of comput-
ers "do not or cannot make the final
media decisions — they are not a sub-
stitute for human judgment."
Vedder heads up a 50-man media
department at the NL&B shop, favors
the medium of radio. "Radio today
is a vital, personal, efficient, and po-
tentially very productive medium,
which we at NL&B have found ex-
tremely useful for several of our re-
cent product campaigns."
He feels, however, that audience
information is "frustratinglv elusive.
As a result we are challenged to ap-
ply a large measure of judgment in
radio buying which can only be de-
veloped by experience and local mar-
ket knowledge."
How Needham, Louis & Brorby
42
SPONSOR
21 may 1962
HERBERT ZELTNER, v.p. and
media director, Lennen & Newell
LES FARNATH, v.p. in charge
of media, N. W. Ayer (Phila.)
NEWMAN F. McEVOY, senior
v.p., Cunningham & Walsh, Inc.
DR. E. L. DECKINGER, v.p.
and media dir., Grey Advertising
feels about television is best ex-
pressed by the fact that approximate-
ly one-half of their billings last year
went to net, spot, and local tv.
At Cunningham & Walsh, a heavy
spot radio spender (an estimated $7
million went to spot radio last year ) ,
senior v.p. Newman F. McEvoy feels
strongly that radio's sales techniques
have shown great improvement in re-
cent months. "Perhaps as a result of
the challenge of tv," he says. None-
theless, he adds, "we see more radio
selling today which is 1) extremely
creative. 2) realistically based, and
3) increasingly identified by mer-
chandising savvy."
As an example of creativity in sell-
ing, McEvoy relates the ingenuity of
two salesmen for competitive radio
stations in the same market. He says
"whereas formerly they consistently
sold against each other, they com-
bined forces on a recent occasion to
develop a complementarv presenta-
tion— selling the use of both stations
and emphasizing the broader reach
of the combination." The statistical
documentation, says McEvoy, was re-
inforced with some discerning points
on the programing appeals of each
outlet.
As an example of realism in sell-
ing, McEvoy points to the continuing
references by radio salesmen to tv,
taking into account the fact that tele-
vision may be the key medium in a
campaign but suggesting that radio
makes available to the advertiser af-
fordable extra ad advertising pres-
sure. Remarks McEvoy, "radio sales-
men are not suggesting that radio is
necessarily better than tv. However,
depending on the specific marketing
problem, they are quick to suggest
'me too' uses for radio."
At Kenyon & Eckhardt. the feeling
is strong that television constitutes
"the most powerful force available to-
day to reach and persuade people,"
according to the agency s media
group head, Paul M. Roth. Says
Roth: "Every examination of the tele-
vision medium inevitably leads on to
the observation that people spend
more time with it than any other
waking activity except possibly work.
This single fact requires that any ad-
vertiser looking for broad reach must
frequently examine television for ex-
ploitation values.
"Radio's value," according to Roth,
"lies in its selective and supplemen-
tary features. In terms of selectivity,
it is obviously the only way you can
deliver a long commercial message
to people in cars. It is the only way
you can get a broadcast message into
a house that doesn't have a tv set,
and it is the only way you can get to
people on the beach in the summer."
As a supplementary medium, radio
provides the opportunity to extend
the reach of other media, says Roth.
{Please turn to jxige 56)
LLOYD HARRIS, v.p., mana-
ger media department, SSC&6
PAUL N. ROTH, media group
head with Kenyon & Eckhardt
CARL GEORGI, JR., v.p. and
media director, Campbell-Ewald
F. S. OTT, v.p. and media dir..
D'Arcy Advertising (New York)
SPONSOR
21 MAY 1962
43
GM CAR RADIATOR GOES RADIO
^ Harrison, supplier of GM auto air-conditioning units, finds radio so successful
it switches 40% of total advertising budget formerly spent in newspapers, outdoor
I he hot. male drher tooling his
overheated car homeward after a
long days work proved so receptive
to radio commercials \\ hen they were
first tried in 1961 for Harrison Radi-
ator Division, General Motors Corp..
Lockport. N. Y.. that the firm's adver-
tising budget for the medium this
year was doubled. This amounts to
40' t of the automatic air-condition-
ing manufacturer's total advertising
budget.
Jack Walsh, broadcast media super-
visor for D. P. Brother. Detroit, the
ad agency which represents Harrison,
told Sponsor that one-minute spots
are being concentrated in afternoon
drive periods on 265 stations in 99
markets, mostly in the South.
In 1961, Harrison dropped news-
paper advertising to enter radio. One
GM auto division, Walsh claimed, re-
ported that sales that year of the air-
conditioning equipment went up
L9%. This year outdoor (billboard)
campaigns were dropped and radio
efforts were doubled. Already, Walsh
said, another GM division has re-
ported that Harrison sales have risen
"very sharply/'
In 1963, Walsh said, the Harrison
campaign will be expanded in the
North and in populous cities on be-
half of the firm's new heater-air-con-
ditioner unit.
Russ Swick, Harrison advertising
manager, explained that up North
the combination will help drivers
keep windows from steaming up in
the wintertime, in addition to provid-
ing even temperature and clean air.
In some of the "discomfort areas" of
the South, Swick said, the unit is al-
most a necessity.
The air-conditioner, which costs
from a little over $300 installed, to
over $600 in luxury cars, is sold as
an accessory. As a result, in addition
to radio spots, and consumer maga-
zine and trade journal ads, Harrison
and the stations mail promotional
material to GM auto dealers to stress
the importance of reminding an auto
buyer of the desirability — and low
cost — of buying a Harrison air-con-
ditioner at time of purchase.
Since the GM automotive dealers
doubleup — in effect — as salesmen of
the Harrison accessorv. the firm's ad-
"WE TRIED something new." Watts Wad-
er, D. P. Brother vice president and media
director, tells about station selections
THE MAN in the Harrison-less driver's seat
is the copy's primary target: Jack Walsh,
D. P. Brother's broadcast media supervisor
vertising department and the agency
place great importance on merchan-
dising from the stations to the
dealers.
Most of the stations cooperate by
sending personal letters and jumbo
postcards to the dealers, describing
the details of the schedule to the
dealers.
Cost of the equipment eliminated
from the campaign stations which ap-
peal to teenagers, Watts Wacker, D.P.
Brother vice president and media
director, said. "Most kids," he ex-
plained, "who generally listen to these
stations aren't in the market for auto-
motive air-conditioning."
Wacker revealed that the agency
tried something new in picking the
stations for the campaign. "In addi-
tion to considering regular informa-
tion— such as qualitative data surveys
and Pulse audience composition fig-
ures— we asked station executi\i~
what combination of stations in their
area they would recommend to reach
our desired audience.
"In some cases we didn't receive
any answers," Wacker continued.
"In all cases, the reps were surprised.
But the information we did receive
was of some value when added to
everything else."
The value of the method lay main-
ly in its use as a double check. D.P.
Brother Co., making evaluations via
standard operational procedures,
would have a pretty good idea of
what stations or combination of sta-
tions it would air messages on in a
given area.
The agency would then ask stations
A, B, C. D and E in that location,
which stations they thought might
best serve the agency's client, Harri-
son.
Without memorable exception, each
station placed itself at the top of the
list. But, when all replies were
counted, station B may have been
judged second best bv three other sta-
tions. If the advertising agency also
II
SPONSOR
21 may 1962
AIR CONDITION. ..NOW??!!!
(must be some kind of a
nut or something.1)
YesS Toy heard abo'ut it on'
WSIX Radiol
Don't delay - do it today GA^jJ^f ^ fy ^ qU^
DRIVE IN FOR LJJaRRISON
0 AUTOMOTIVE A/ft CONDITIONING
NOT ALL Harrison radio commercials reach a driver in sweltering summer heat. The campaign starts in January, but is staggered so that it is
heard first in some southern cities. 1963 drive, centered around a new heater-air-conditioner, will increase participation on northern stations
favored station B, its selection for the
campaign was assured.
On the other hand, if the agency
favored station C, and no other sta-
tion listed it as a good choice, the
agency then "went back to the draw-
ing board."
Harrison markets extend, roughly,
to the South of a line from Los An-
geles to Washington, D. C, and along
the East Coast to Boston. Some
larger cities in the Midwest are in-
cluded because of the number of
upper-income families in them.
These markets were selected by
D.P. Brothers research and market-
ing department, based on "discom-
fort area" factors (heat, humidity,
pollen, etc.), average-family income,
and auto and air-conditioning sales.
The Harrison schedule lasts for 10
weeks, although it does not exceed
two weeks in any one month from
January to July. Dennis Day is fea-
tured in the commercial, singing
"H-A-double R-I-S-O-N" to the tune
of "Harrigan." Walsh pointed out
that the message got a good play on
the St. Patrick's Day radio broadcast.
Walsh said that the agency "be-
lieves, as RAB has pointed out time
and again in monthly studies, that
radio is a very potent medium for
reaching a driver while he is in a
position where he is forced to think
about his car and his car's perform-
ance.
Of approximately 180 million
radios in the U.S., Walsh noted that
about 40 million are in cars, 5 million
in boats, and about 10 million are
transistors. All these, plus women
in the home, make good bonuses,
he added.
"Stations are well aware of this
impact." Joe Archer, v.p. Brother
timebuyer on the Harrison account,
said. He added that "there is keen
competition among stations in some
areas for the order and this competi-
tion is becoming increasingly evident
as plans for the 1963 campaign
gained momentum."
The agency's timebuyer went into
detail about next year's campaign
which has been mentioned earlier by
broadcast media supervisor Walsh.
"In 1963, Harrison is going truly
national," Archer said, "with a top
U.S. market list — picking up the bal-
ance of major markets not included
in 1962."
In connection with this, he ex-
plained that while the GM Divisions
copy is being aired in all corners of
the country this year, purchase of
northern stations will be given more
attention next year.
However, the January- July radio
commercial schedule may be adjusted
because of the heater components of
a new Harrison combination unit, al-
though neither the firm nor the agen-
cy has made any official comment on
this point as yet.
The image of a "guy boiling on
the highway" now will be tempered
In the image of a guy shivering on
the highway, and cause an adjust-
ment in the schedule.
This year, the campaign started in
the South on a staggered basis so
that cities which first had summer
were first to hear the ad. ^
SPONSOR
21 may 1962
45
AGAIN
and AGAIN
and AGAIN
If A If C
is FIRST IN TULSA
and the 21 County Advertiser Area
Now in the
6th YEAR of
CONSECUTIVE 1ST PLACE RATINGS
PUBLIC 0*010 CORPORATION
QUALITY • COMMUNITY SERVICE
^\ Represented nationally
^jT^ by Adam Young, Inc.
Another Station of
KAKC — Tulsa
T> I» C5 KBEA-KBEY/FM
Kansas City
KXYZ-KXYZ/FM
Houston
One of America s
Fastest Growing Radio Groups
NEW ORLEANS'
ONLY STATION
WITH MOVIES
EVERY NITE!
BUY
IT!
Represented nationally by Katz
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©NEW ORLEANS
46
Media peopla
what they are doin\
and sayin\
TIME BUYER'S!
CORNER
The follow-up story on the SRA awards on page 37 of SPON-
SOR this week is ahout Elizabeth Black of Donahue & Coe, who
won this year's Silver Nail Award for timehuyers, and Marianne
Monahan of Needham, Louis & Brorhy, who won the Chicago
Timehuyer of the Year Award. It recalls to this department the
outstanding timehuyers and interesting personalities who have
heen so honored in past years. . . .
Started in 1958 by the SRA, the Silver Nail award was named after I
Frank Silvernail, veteran BBDO buyer who retired that year, in recog-
nition of his pioneering in spot media buying and the standards which
he established. The award is given for distinguished achievement as a
limebuyer and Silvernail was the first to be honored.
1
s 9m ^H
[1
f^H
■ - V^| ^lm%
o T
FIRST annual SRA Award in April, 1958: Frank Silvernail (I), vet BBDO buyer, receives
Silver Nail Award, named in his honor, from Frank Headley, pres. of H-R Reps
Bill Dollard of Y&R received the award in 1959. He huys on
Sal Hepatica, Singer Sewing Machines, Life Savers, Pine Bros.,
Beechnut cough drops. Now 12 years with that agency, he was
previously at D-F-S for four years and BBDO for 17 years.
In 1960. the Silver Nail award was given to timehu\er Harold Simpson
of Wm. Esty, who was made an associate media director in February
1961. Simpson started his career in the media department of Esty fol-
lowing his graduation from Colgate in 1949. He is in charge of R. J.
Reynolds, Chesebrough-Ponds, Union Carbide, and Coca-Cola.
The same year, 1960, the SRA established the Chicago Time-
huyer of the Year Award which Genevieve Lemper of Foote,
{Please turn to page 48)
SPONSOR
21 may 1962
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REPRESENTED BY AVERY-KNODEL
Covers more of Florida than
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TIMEBUYER'S
CORNER
(.Continued from page 16)
Cone & Beldiug was the first to receive. In her 35 years with
the agency she has bought both spot and network, and now
handles B. F. Goodrich, Hallmark Cards, Associates Investment,
among others.
The 1961 honors were conferred on Hope Martinez of BBDO, who
received the Silver Nail Award, and William Oberholtzer of Leo Bur-
nett, Chicago, who received the Chicago Timebuyer of the Year Award.
Miss Martinez is now a media supervisor at BBDO. having worked 16
of her 17 years in media at the agency. Her accounts are Luckv Strike,
Armstrong Cork, and Famous Artists School, among others.
Oberholtzer joined Burnett in 1946, after receiving his mas-
ter's degree from Northwestern. He began as a media research
analyst, then became a buyer and last year was made a media
group supervisor. Schlitz, Swift, Cracker Jack, and Pillsbury
are his accounts.
VIEWING the new TvB presentation, "Selectronic Marketing": Al Nelson (seated), spot
supervisor of Colgate, Al Larson (I) of Avery-Knodel, and Bill MacRae (r) of TvB
A series of meetings between national advertisers and their agencies'
media departments and TvB and Avery-Knodel began last week, to show
TvB's new study, "Selectronic Marketing." Bill MacRae of TvB and Al
Larson of Avery-Knodel, which has arranged the meetings, made the first
presentation to Al Nelson, tv spot supervisor of Colgate. "The study,"
said Larson, "shows media people how spot tv avoids the haphazard,
seesaw patterns of magazines and network tv. These patterns result from
the choice of media by their popularity rather than by their product
requirements." ^
4S
SPONSOK
21 may 1962
WHERE KANSANS VIEW OVER 142 LOCAL PROGRAMS EVERY WEEK
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National Representatives
KANSAS
SPONSOR • 21 MAY 1962
1')
n captwe
audience
escaped?
Some people think of viewers, listeners and readers as a "cad
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50
SPONSOR • 21 MAY 1962
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istained impact that strikes continuously, repeating your idea
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SPONSOR
21 may 1962
51
WSLS-TV
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m
NATIONAL REPRESENTATIVES
AVERY- KNODEL, INC.
'THERE IS NO SUBSTITUTE FOR INTEGRITY'
Recipe For Selling
South Bend In The Daytime
Put WSBT-TV's Ruth Anderson before
the cameras. Sprinkle scripts well with
homemaking tips, interviews, cooking
demonstrations. Serve the big South
Bend market daily from 9:00 to 9:30.
Results.-' ARB says "Homemakcrs'
Time" is tops in the time slot. Write
tor details or see Ravmer.
WSBT-TV
SOUTH BEND. INDIANA
Channel 22
Paul H. Raymer National Representative
COMPUTERS
[Continued from page 34)
Nielsen qualitative.
"Where would it end?" he moans.
A number of agencies are asking
that question, too. Jules Fine, associ-
ated research director, media re-
search. Ogilvy, Benson & Mather,
says, "At some point in all this, the
expense of the data exceeds its
value." Fine believes that with some
qualitative data, "hopefully we might
get some uniformity — a cross-relation
from area-to-area and media-to-me-
dia, which we haven't had until now.
But. with increased demographic-
breakdowns, the marketing people
have to keep up with the media peo-
ple. Their data has to be commen-
surate. Some companies have such
detailed data on their brands, but
there are many who do not. And,
for many, the cost of securing such
data has been prohibitive."
Still and all, says Fine, some of the
data is needed, and wanted — with or
without computers.
"The need for demographic data is
separable from computer program-
ing," says Art Heller, associate me-
dia director in charge of media
analysis, Benton & Bowles. "It just
happens that qualitative measure-
ments are more in the limelight todav
because of the increased use of com-
puter programing. Demographic
measurements will definitely be need-
ed for the feeding of computers be-
cause of inter-media comparisons
and the media mixes. But computers
don't necessarily determine our need
for data. Any data we can get that
is reliable and that can aid us in
looking at audiences more finitelv
will be of help."
As reps in general view the agency
picture — a summation, that is, of
those with whom sponsor has spoken
— while most media and media re-
search people look respectfully upon
qualitative measurement, very few —
as one rep puts it — are exactly cry-
ing for it. These attitudes, and at-
titude degrees, they (the reps) feel.
are directly linked with each agen-
cy's progress in computer-use itself.
And while rumors as to which agen-
cy is contemplating computer evalua-
tion, and which agency is set against
it. are rampant in the industry, actual
agency commitment is difficult to ob-
tain.
Examining the profusion of quotes
which research on this SPONSOR re-
port engendered, a SPONSOR editor
drew a few from the hat, so to speak,
which we feel demonstrates more elo-
quently than any attempt at order,
the undisguised disorder in industry
thinking on qualitative measure-
ments. Reasons why most of their
creators refused to be quoted by
name should be obvious at once:
"If ARB is ready to move into
some kind of qualitative measure-
ment, then we're all for it. Only so
far we don't think they're choosing
the right elements."
"Seems to me BBDO stirred up a
hornet's nest. All of this is five years
too soon."
"I haven't spoken with one agency
yet that was moving in the same di-
rection as another."
"Qualitative measurements are the
only way broadcasters can be assured
of a fair shake in media selection."
"To hell with this talk of new
measurements. All we really need is
more strength in existing measure-
ments."
"/ happen to know something of
earthshaking significance to the in-
dustry on this subject, but since I'm
the only one who knows, aside from
its source, I couldn't possibly tell
SPONSOR. They'd know it was / who
squealed."
"There are a lot of sore feelings
about this thing and there'll be some-
thing sorer than feelings by the time
it's over."
"You just watch the station have
to pay for the competition between
agencies and research houses."
"Both selling and buying are get-
ting too damned complicated. Meas-
uring too close to the bone will take
the last ounce of spirit out of both."
"I think qualitative measurements
will put more selling back into spot.
There'll be more sales tools with this
additional information. What sales-
man ever frowned on sales tools?"
"Qualitative measurements could
easily be the biggest boost in spot
tv's history."
"Sure, qualitative measurement is
the wave of the future. But take it
easy, boy. take it easy. . . ."
It is in this environment that the
TvB committee begins its explora-
tions. And, laudable as its efforts
might appear on the surface, there
are some in the industry who aren't
certain an organization representing
broadcasting should be the guiding
:>2
SPONSOR
21 may 1962
force. Frank Boehm, for example —
one of the few, by the way, who not
only permitted himself to be quoted
by name, but castigated those who
crouch in the lap of anonymity —
says, "I'm inclined to have an or-
ganization like 4A's develop the base.
If agencies and advertisers them-
selves were giving the ground rules
— if, say, they took on a kind of
clearing house for all this data, a
master plan for qualitative research,
an initial project with endorsement
of most of the agencies — then sta-
tions would more than likely go
along with little quarrel."
Other TvB board members, in ad-
dition to Kearney, who are serving
on the special committee are: Theo-
dore Shaker, president of ABC o&o
tv stations; Martin L. Nierman, ex-
ecutive vice president of Edward
Petry & Co., Lewis H. Avery, presi-
dent of Avery-Knodel, Inc.
The committee also includes: Nor-
man E. Walt, vice president and gen-
eral manager, WCBS-TV, New York;
H. Peter Lasker, vice president in
charge of sales, Crosley Broadcast-
ing; Edward Benedict, national sales
director, Triangle stations; and Dr.
Thomas E. Coffin, director of re-
search. NBC. ^
4A BOSS
{Continued from page 36)
might work out."
Like Dr. Frank Stanton, president
of CBS, Inc., Crichton insists that
the communications media in the
United States must remain free at all
times. It was Stanton who said:
"Basic freedoms are not divisible, to
be rationed out discriminately. No
one who has read Ben Franklin can
possibly imagine that the author of
'An Apology for Printers' would
agree that if an utterance were re-
produced on paper it should be free,
but if it were reproduced on tape or
film, or the face of a tube, it should
not."
Crichton concurs ardently with Dr.
Stanton's viewpoint. "You can't
argue with this."
Nor is he ready to go along with
some advertising men who get posi-
tively apoplectic when the name of
the Federal Trade Commission ap-
pears on the horizon. Crichton, most
emphatically, does not agree with
advertising men who describe the
FTC as the greatest menace to the
advertising business today.
"The Federal Trade Commission
has many imperfections and there is
no doubt that its procedure could be
improved," he says. "But my answer
is 'no' to the charge that the FTC is
the greatest menace to the advertising
business today."
Crichton was asked about the re-
mark that Ambassador Kenneth Gal-
braith reportedly made to Marion
Harper at a luncheon some months
ago. According to Harper, "the Am-
bassador told me that in his opinion,
advertising will be the most regulated
business in the United States within
five years."
"That seems drastic and a little
hard to envision," Crichton says.
"However, you can't dismiss the pos-
sibility of regulations. There is no
need for regulation if we conduct
ourselves wisely."
Crichton, whose career in one form
or another has been linked with lay
and trade press journalism for many
years, is inextricably wound around
all aspects of advertising. He firmlv
believes that the future of advertising
rests in large part with those now
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SPONSOR
21 may 1962
53
engaged in it. Humorously, lie has
pointed out that "when one tries to
assess the future of the advertising
business, one feels a little like the
young man who inherited a harem —
it was obviously a great opportunity.
but where to begin."
He has compared — in talks made
before he joined the 4A's — the ad-
vertising business to the three sides
of a triangle. Its three sides could
best he described as economic, social
and esthetic. But the sides are not
equal. Best understood is the eco-
nomic side. Social and esthetic sides,
however, are stunted, underdevel-
oped, in his opinion.
Moreover, this is the way it should
be, according to Crichton. "For ad-
vertising is a business . . . not a pro-
fesison . . . not an art . . . not a
science, even if we are sometimes
tempted to glorify it by calling it
these, and even if the business has
some elements of all these vocations,"
Crichton has said on occasion. "It
is fortunate that this economic side
is accepted and understood. It is
fortunate for all of us — because this
is the way we make our living. It is
as well fortunate for our economy,
WTRF-TV
STORY
BOARD
'Selling?
DON'T LOOK NOWI "Your
show is slipping," said the
manager to the stripper. "OK,
OK," said the star, "so I've
got new acts to grind!"
Wheeling wtrf-tv
THE CHEESE LOVER walked up to the clerk
and said, "Take me to your liederkrantz!"
Breathed in then added, "Never mind!"
wtrf-tv Wheeling
CAUTION TO LEADERS1 Just remember,
Catherine the Great's husband was hung by
her supporters'
Wheeling wtrf-tv
INCENTIVE PLANS? Many industries realize
that their employees want recognition. For
a good awards program ya can't beat that
'old plaque magic'
wtrf-tv Wheeling
FROM THE MOUTHS OF BABES' The school-
aged youngsters turn in some unique answers
nowadays . . . check these . . .
Feminine of bachelor is lady-in-waiting.
Socrates died from an overdose of wedlock.
The objective of 'he' is 'she'.
A witness must not purge himself.
Anatomy is the study of heavenly bodies.
A caucus is a dead animal.
Wheeling wtrf-tv
RAUCOUS IN THE CAUCUS1 All this argument
over disarmament is apt to cause a war.
wtrf-tv Wheeling
TIMEBUYER FIGURES IT OUT! "He'll have
to convince me that all his claims can be
backed with statistics! I like things clear,
that's why I take everything with a dose of
salts!"
Wheeling wtrf-tv
•CLEARLY UNDERSTANDABLE ... our na-
tional rep, George P. Hollingbery will give
you all the proof you need to sell the big
and buying wtrf-tv Wheeling audience
CHANNEL
SEVEN
WHEELING,
WEST VIRGINIA
which thrives on the mass production
which mass selling and mass eon-
sumption make possible. But the
stress on the economic side of adver-
tising has tended to produce a dis-
regard for its social and esthetic ef-
fects. In fact, it might be said that
most advertising people are also tri-
angles, also shaped into three sides —
economic, social and esthetic. And
something of the same distortion has
taken place: the economic side well
served, the social and esthetic sides
neglected."
This accounts for the fact, as Crich-
ton sees it. that most advertising peo-
ple feel few qualms about the eco-
nomic aspects of their business. Says
Crichton: "It is their economic con-
viction that advertising's good eco-
nomic works speak for themselves.
What gnaws at them is a feeling of
deficiency in their social and aesthetic
lives. What irks them is an aesthetic
and social deficiency in their busi-
ness.
Crichton is aware that "sizable
portions of our society regard adver-
tising as debased and debasing, flam-
boyant and irrelevant, dishonest and
dishonorable ... it might be said
that, so far as these people are con-
cerned, advertising has failed to pass
through the thinking man's filter."
According to intellectuals, advertis-
ing is omnipotent and creates desires
for products the masses would be
better off without. Crichton main-
tained that there is no evidence that
advertising is "really that good."
Furthermore, there is "no evidence
that people are that pliable."
"It is a fact that, far from being
a nation of automatons responding to
hidden persuasion, triggered instant-
ly by a flick of the copywriter's type-
writer, the public is sophisticated,
smart, fickle and tough," Crichton
has declared." The new product
casualty rate is appallingly high.
And just think for a moment of all
the research and planning and test-
ing that went into the launching of
the Edsel. More than a quarter of a
billion dollars went into that gamble.
And it was a debacle." Speaking
with respect of the citizenry, Crichton
has said that no man can manipulate
the American people. "Even if you
wanted to — and most advertising peo-
ple, I believe, have no such grandiose
wish," he says emphatically.
It is Crichton's contention that the
public isn't ;is gullible as it has been
• racked up to be and that it can
readil) and with consummate ease
hack its wa\ through any jungle of
"artfully contrived clauses and dis-
claimers and gossamer conditions"
and arrive at basic propositions with
remarkable speed. "It is almost as
if we were printing English subtitles
under the ads," he declares.
Here's an example of what Crich-
ton is driving at. A copywriter ex-
claims: "Our beer is golden mellow,
with a round rewarding taste. Your
taste buds wake up and sing when
you take the first sip of Blatnik's
Bavarian Barrelhouse Brew, the beer
with the magical caress of the hops."
According to Crichton. the aver-
age consumer lends an ear to this
arrangement of syllables and comes
up with this English translation:
"They say it's good beer."
With the passing of time. Crichton
has said, the aesthetic shortcomings
of the advertising man will grow less
pronounced. "For one thing, more
advertising men will learn what the
more astute have already learned —
that in selling nice guys don't neces-
sarily finish last; that you can pene-
trate the consumer consciousness
without beating him over the head
with the black headline, or splitting
his eardrums with screaming com-
mercials. You can, in fact, sell him
by treating him like an adult."
Crichton. who finds many absorb-
ing things on television, regrets that
he cannot spend more time watching
video fare. "At this time I see less
television than other members of my
family," he said.
Most free moments are spent catch-
ing up on industry reports and dip-
ping into books that have caught his
fancy. He is presently reading "The
English Constitution," a classic of its
kind penned by Walter Bagehot, edi-
tor of The Economist from 1862 to
1877. and "Advertising: A New Ap-
proach" by Walter Taplin, a more
recent study of advertising's manifold
problems in England.
It is also with considerable esteem
and affection that he speaks of such
American novelists as A. B. Cuthrie,
James Gould Cozzens. J. P. Marquand
and Katherine Anne Porter, although
he has not yet read the latter's novel.
"Ship of Fools," a current best seller.
Still another book that has captured
the imagination of the highly com-
:,i
x|'o\suK
21 may 1962
panionable Crichtons, including Mrs.
Crichton (the former Zula Miller)
and their four children, is Ralph Lin-
ton's "The Tree of Culture."
The chief executive of the Four
A's maintains that television has vast-
ly improved in recent years and that
it is indeed a superb documentary
medium. Crichton loses no oppor-
tunity to cite many instances of tele-
vision's shining moments, as for ex-
ample the networks' coverage of as-
tronaut Lieut. Col. John H. Glenn's
historic flight in the space capsule
Friendship VII, and the equally glow-
ing performances witnessed on the
Festival of Performing Arts under the
modest and tasteful sponsorship of
the Standard Oil Company (New Jer-
sey.) "Fabulous," says Crichton.
What appears certain is that Crich-
ton will serve as the articulate voice
of advertising in America and that
he will win the respect of the anti-
advertising groups, according to those
who know the pulse beat of the in-
dustry. A recurring theme in his
remarks is that it is not wrong to
make people want more things and
that it is wholly natural "that we
want material comfort."
"Ours is a materialistic society; it
is also a mobile society — and I de-
voutly hope it will remain so," he has
said. "It is part of our tradition and
our pride that this is a country where
one may rise above his origins . . .
so while one may feel a twinge of
sympathy for Thoreau in his cabin
on Walden Pond, and one may re-
spect and indeed treasure his reflec-
tions, it is probably a good thing
that there were fewer Thoreaus and
more Samuel Colts, Benjamin Rushes,
Jim Bridgers and John Wanamakers."
With the grace of an epeeist, Crich-
ton has also managed to prick the
lofty condescensions of some of
America's leading eggheads by such
observations: "It has always struck
me as ironic, while intellectuals are
always deploring the expenditure of
vast sums of money on television and
tv sets, I have yet to read anything
deprecatory about money spent on
high-fidelity equipment. The point
is, I guess, that conspicuous expendi-
ture is perfectly acceptable if it hap-
pens to be the kind of conspicuous
expenditure one admires."
Touche, as the fencers say, on
Madison Avenue. ^
RADIO QUIZ ANSWERS
(Continued from page 41)
DILEMMA 1
C. Of course, the best answer is
that you take your transistor radio
and pad and pencil to the ball game
and annoy everybody else in your
section by listening to all the radio
stations while they're trying to watch
the game.
DILEMMA 2
C You con our best friend out of
his seat at the dinner; you rent a
tuxedo for your future P.D. and
charge it to the station ; take him with
you, introduce him to all the celebri-
ties as a "bright young competitor
heading for big things in manage-
ment," and make him feel so good
that he subsequently comes to work
for you at $1000 less than your com-
petitor was paying him.
DILEMMA 3
C. You bring Bud, Ken and Barry
home with you without calling; try to
WLW-T COLOR TV RATINGS AND SALES
CLIMB IN COLOR-FULL CINCINNATI
John T. Murphy, WLW-T General Manager: "A WLW-T
survey shows that Color programs have double the ratings
of the same programs in black-and-white, and Color
commercials have triple the impression of their black-and-
white counterparts. Result: WLW Television sales have
increased 34% since we installed Color TV equipment."
Color TV can pay off for you, too. Find out how today
from: J. K. Sauter, RCA, 600 North Sherman Drive,
Indianapolis 1, Indiana, Telephone: ME 6-5311.
SPONSOR
21 may 1962
55
belong
on your
desk. . .
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.
explain that they would have changed
and cleaned up a little if your wife
hadn't insisted that you he home by
7. You wolf your dinner and dispose
of the barest amenites with your
guests, then adjourn to your den and
play poker and shoot the breeze un
til 4 a.m.
Early the next day, before your
wife emerges from her locked bed
room, you rush down to Sam the
Lovable Furrier and trade out
$2000 mink stole (at retail, but <
rate card) as a peace offering for th
little lady.
DILEMMA 4
isl
■
C. Y
ou
wouldn't
want your
daugh-
ter to
ma
rry
a newspaper
Di
■ televf
sum man.
would v
ou?
H
OH
do you score?
DILEMMA
POINTS
1
A
B
2
5
2
A
B
3
5
3
A
B
5
10
4
A
B
C
0
0
20
555 FIFTH AVE., NEW YORK 17
MURRAY HILL 7-8080
POINTS
50 — Perfect score. You're hired!
30-49 — Promising, but vou lack cer-
tain analytical qualities or proper
grounding in essential broadcaster
techniques.
10-29 — Either you're a print Inner,
an FCC commissioner, or else
you weren't invited to this meeting.
I nder 10 — Have you ever considered
becoming a life guard at a car
wash ? ^
TOP SPOT AGENCIES
(Continued from page 43)
"It certainly offers the opportunity
of inexpensive frequency. However,
due to the difficulty in achieving
hroad reach with radio, it tends to
come into use as a secondary medi-
um in a large budget effort. For a
small budget of local or regional ad-
vertisers, it must be considered as
primary."
The purchase of radio often poses
a problem, Roth claims. The buyer
always has the feeling that if he went
outside of New York and negotiated
right on the doorstep, or looked over
56
SPONSOR
21 may 1962
the shoulder of the local retailerc, the
prices would look substantially dif-
ferent. "No doubt one of the largest
problems facing national spot radio
today is the difficulty in costing it.
That is, how much will a national
spot really cost and what will be its
national delivery compared to other
available alternatives."
Roth adds that they often find that
day spot or day network tv, which is
more readily quantifiable, presents an
equally attractive picture for reach-
ing women, or so attractive that it is
hard to justify the loss of visual pres-
entation for the sake of minor differ-
ences in cost-per-1,000.
On the subject of computers, Roth
feels that the mechanical calculators
will play an increasingly important
role in advertising. The machines, he
says, will function primarily in two
areas in immediate years. 1) They
will substantially speed up handling
of accounting, billing, and estimating
data. 2) They will substantially in-
crease the capacity to process media
data."
Concerning the machine's function
in media planning. Roth thinks the
development of an actual media
schedule (media mix. budget) is be-
yond the ken of a machine.
Carl Georgi, Jr., v.p. and media
director of Campbell-Ewald. Detroit,
goes along with the feelings expressed
by Roth on the matter of computers.
Says Georgi, "they cannot think, thev
cannot exercise independent judg-
ment, they cannot weigh intangibles.
They can only process what is put
into them. They are only as good as
the information given to them to
process in the first place and only as
wise as the judgments weighted by
the men who put them to work. We
are still a long way from push-button
media selection. The computation
and data processing machines are
wonderful, but only if they are used
as high-speed processing or computa-
tion machines."
Georgi says that radio is playing
a "more important role today than it
did in the early years of the last dec-
ade," but has sharp words in regard
to radio presentations. "Unfortunate-
ly not all sales presentations are as
good as they could or should be.
They tend to glitter with generalities
but on close inspection fail to pro-
vide the specific, meaty kind of in-
formation needed by today's adver-
tisers and agencies in order for them
to buy and use radio-time intelli-
gently.
"It is virtually impossible to de-
termine the reach, frequency, and
message delivery which various al-
ternative buys can deliver."
At Grey Advertising, director of
media Dr. E. L. Deckinger sums up
the media philosophy practiced in his
56-man department with a four-point
credo :
"One, modern media buying is
more than just buying.
Two. right media buying can be
the difference between a successful
campaign and a very successful cam-
paign, or even between a success
and a failure.
"Three, media must integrate and
synthesize with the marketing plan.
"Four, there's always a better way.
No matter what we're doing, we're
never satisfied that there isn't a bet-
ter way."
Deckinger believes that the divi-
sion of his media staff into planners
and buyers is keyed to future de-
mands. "As far as we know, only
one other agency is set up this way,"
he says. ^
WBRE-TV COLOR PIONEERING
PAYS OFF AS DEMAND SURGES
David Baltimore, WBRE-TV General Manager: "The
big surge of enthusiasm for Color TV in the Wilkes-Barre
area has already brought a 'demand exceeds supply'
situation. Everyone is finding out that Color provides
TV's fullest enjoyment and service, and we believe Color
TV will be a big factor in audience and advertiser selec-
tivity by '63." Color TV can pay off for you, too. Find out
how from: J. K. Sauter, RCA, 600 North Sherman Dr.,
Indianapolis 1, Ind., Tele: ME 6-5311.
SPONSOR
21 may 1962
57
LOOK WHO'S
EDITORIAL
CONSULTANT
Atlanta's Mayor Emeritus William B. Hartsfield has been named to the
post. When he stepped out of office in 1962, Hartsfield had served
as mayor of "our town" for 23 years. Probably no one among Atlanta's
million people is as aware of this city's needs and dreams as he
is. Working directly with WSB's management, and Dick Mendenhall,
editorial director, Hartsfield's community insight and advice add new
breadth and strength to the editorial policies of these stations.
Rtprtserittd by
58
Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Associated with WSOC WSOC-TV, Charlotte; WHIO WHIO-TV, Daytofi;
SPONSOR • 21 MAY 1962
21 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Whafs happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
The faucet of new am radio stations has been turned off, and it is doubtful
if it will ever really be turned on again.
In the face of the rise in number of am stations from 955 in 1945 to nearly 3,900 at
present, the FCC has imposed a temporary "freeze," while it probes for a method of
calling a permanent halt.
Exceptions to the freeze are minor. The FCC will process applications for new stations
already on file, or for stations which will bring service to areas currently without radio,
etc. But to all intents and purposes the lid has been clamped on, and tight.
Commissioner Rosel Hyde was the lone dissenter. He said that there should be formal
rulemaking on the idea before imposition of a freeze. The Hyde position has always been
that any control over the number of stations will inevitably lead to stronger and
stronger government regulation. He has said he fears the FCC may be called upon even
to regulate rates charged by stations and pass on their business practices.
The search will be for methods to keep new stations off the air on engineering,
rather than economic grounds, in an effort to avoid the pit-fall Hyde fears. There is
every possibility that it will be a long search.
This would be true, if for no other reason, because it will require rule-making pro-
ceedings. These usually drag on for years. The tv freeze took four years. Meanwhile, the
FCC tells those who would like to construct new stations that they should explore the
advantages of fm.
The FCC meanwhile has elected to consider direct economic considerations
in connection with a bid for a new am station in Riverton, Wyo.
This could be a test case for all broadcasting. But it was brought on by opposi-
tion from the existing station on the grounds that the town can't support two stations. In
view of the fact that the courts long ago told the FCC that it had to consider this economic
question, some of the significance is removed in the current case. A decision turning down
the application on these grounds would, however, make it a far-reaching case.
Sen. Thomas Dodd (D., Conn.) last Monday said with an air of finality
that his lengthy and unpredictable Senate Juvenile Delinquency subcommittee
hearings had finally ended.
He promised in almost so many words a free-swinging final report accusing top -net-
work officials of being something less than candid in their testimony.
Feature of the last phase was the stoutness with which CBS president Frank Stanton
refused to bend before the Dodd blasts. Dodd at one stage appeared to be asking that CBS-
TV chief James T. Aubrey be fired for asking that "broads, bosom and fun" be added to
programs. Stanton said he plans no action. "I don't agree that Mr. Aubrey did that
... on the basis of the record, I think it is quite clear he didn't ... the final test is what
the public saw."
When Dodd said, "I think it is quite clear" that the three networks made efforts to
inject crime and sex, Stanton shot back "I can't accept that, sir, for the CBS network."
He also denied that the CBS program under attack, "Route 66" had excessive violence and
sex. (Please turn to page 61)
SPONSOR • 21 MAY 1962
59
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
21 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Evidently the strategy used by Star-Kist tuna last summer fell short of the
mark because the product is back and buying a hefty chunk of spot tv for the
duration of this warm-weather season.
Star-Kist (Burnett) had succumbed to the lure of low network summer prices
and switched from spot tv to participation on such shows as Playhouse 90 re-runs last year.
The current call is for nighttime minutes in about 30 markets beginning the first
week in June through 15 September, with the buy based on between 50-75 rating points per
week in each market.
Another motive for the move back to spot: until about one month ago, Star-Kist was
priced higher than the average can of tuna. Now it's priced along with all the others,
reportedly upon the direct recommendation of the agency.
Midwest radio reps are hoping that last week's all-out push for the Cub trac-
tor will sow the seeds for a good working relationship between radio and the sales
department at International Harvester.
Harvester's farm agency Aubrey, Finley, Marley & Hodgson indicated to the spot sellers
a change in agency-client modus operandi. Whereas heretofore the agency worked
directly with the advertising department, it now reports to the sales top echelon.
Word came in a meeting AFM&H called to explain that Cub tractor commercials super-
cede all other Harvester copy for the 14 May week. The tractor is a high-ticket item selling
for between S600 and $1,000 and the campaign had this additive: station farm directors
were urged to merchandise the Cub and work directly with Harvester dealers in
demonstrating the item.
For details of the past week's spot activity see items below.
SPOT TV BUYS
Clairol Inc. is going into selected markets to promote its hair conditioner. The campaig
kicks off 1 June for seven weeks. Time segments: daytime and late evening minutes. Agency:
Foote, Cone & Belding. Buyer: Frank Hajek.
Charles Gulden starts on 28 May for its mustard, with schedules slated to run for 11
weeks. Its a limited-market drive using daytime and night I.D.'s. Agency: Manoff. Buyer:
Len Ziegel.
Brown & Williamson Tobacco is going in for 52 weeks in selected markets. Schedule
started last week in some areas. Time segments: breaks, minutes and 30's from 5 p.m. to
conclusion. Agency: Ted Bates. Buyer: John McCormack.
St. Regis Paper Co. is lining up markets for its school fall-term promotion. This cam-
paign, on behalf of its Nifty Binders, starts 20 August and continues through 7 September.
The availability call is for kids minutes in about 25 markets. Agency: Cunningham & Walsh.
Buyer: Rick Masciglio.
Pepperidge Farm is buying for its Frozen-ready-to-bake-cake. The campaign begins on
28 May and continues for five or six weeks, depending on the markets. Time segments:
daytime and night fringe minutes and breaks. Agency: Ogilvy, Benson & Mather. Buyer:
Hank Cleeff.
Murine Co. is lining up schedules for a 28 May start in about 10 markets. Promotion will
60
SPONSOR
21 may 1962
SPOT-SCOPE continued
run for six weeks, using day and nighttime fringe breaks. Agency: J. Walter Thompson,
Chicago. Buyer: Marge Wellington.
Schick is involved in an extensive campaign on behalf of its double edged Krona blades.
The call is for nighttime minutes and breaks to start 11 June and run for seven-eight weeks
in selected markets. Agency: Robinson & Haynes, Los Angeles. Buyer: June Kirkpatrick.
Bristol-Myers' Vitalis is kicking off a campaign 4 June in 70-80 markets. Campaign is
for 19 weeks using fringe and prime minutes. Agency: DCS&S. Buyer: Stu Eckert.
Thomas J. Lipton kicks off on 10 June for its instant tea, using about 30 top markets.
It's a 14-week drive, with time segments prime and fringe I.D.'s and minutes. Agency: Sullivan,
Stauffer, Colwell & Bayles. Buyer: Nick Imbornone.
Open Pit Food Sales is buying for its barbecue sauce with schedules to start 4 June for 10
weeks in selected markets. There are about five markets so far. Time segments: daytime min-
utes. Agency : Ogilvy, Benson & Mather. Buyer : Sue Morell.
Fels & Co. is introducing its contribution to the fabric softener field, "Felsoft" in three
markets, Columbus, Davenport, la., and Scranton. Campaign is based on the theme that
Felsoft contains a sanitized germ-fighter. Agency: Richard K. Manoff.
SPOT RADIO BUYS
Johns-Manville is planning a morning drive time campaign for its building products to
start 1 June. About 30 markets will get minutes; number of weeks has not been decided.
Agency: Cunningham & Walsh, New York. Buyer: E. Joseph.
Gulf Oil is buying a small number of markets for Gulf Spray to begin this month. Sched-
ules of minutes will run for 17 weeks. Gulf Oil, Atlanta, is placing directly.
Listerine goes into about 50 markets in early July with traffic and day minutes. Eight-
week schedules are being bought, two and three stations deep. Agency: Lambert & Feasley.
Buyer: Bob Sweeney.
Massey Ferguson is buying an early summer, four-week schedule in farm markets. The
campaign kicks off on 14 June. Agency: Needham, Louis & Brorby, Chicago. Buyer: John
Stetson.
WASHINGTON WEEK (Continued from page 59)
There was very little doubt that the accused had been hung before the trial, and
Stanton's object was obviously to prove that the evidence was inaccurate. His answers
were probably the bluntest heard in any of the myriad Congressional probes of broadcasting.
Witnesses in the final stage were, first Aubrey for CBS, Walter D. Scott for NBC and
Thomas W. Moore for ABC. Then Stanton for CBS, Robert E. Kintner for NBC and
Leonard Goldenson for ABC. All agreed that the networks are not responsible for the
various memoranda found in their files containing interpretations of network
wishes by producers and film companies. They all said sex means one thing to networks
and another thing in Hollywood, that when they had asked for more sex they had meant
merely normal boy-girl romance. Dodd was unconvinced.
All network officials said action-adventure was sliding fast, and Goldenson predicted
family comedy would be the next trend. But the sub-committee report will still blast the
networks and call for FCC regulation of the webs.
SPONSOR • 21 MAY 1962 °1
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
21 MAY 1962 You can look for a wave of hair restorer advertising, with scientific hoopla,
copyright 1962 to break in early '63.
sponsor A British drug house which has done a lot of research in that field has recruited a
publications ino. number of American dermatologists and American capital for the launching of the
product.
The overseas firm considers the U.S. the best market for the restorer because
American men are deemed most conscious of their bald pates.
A. N. Halverstadt's elevation to v.p. in charge of advertising hews closely to
the ritual that some say has become part and parcel of the P&G executive suite.
To wit, you're moved up to a vacancy but as much as two years may pass before you
get the robe.
A Madison Avenue wag last week had these comments to make on the passing
season of tv network programing:
• Busybodies used to burn up the people around them but in tv, a la Hazel, they
scored high ratings.
• Bus Stop used to be a place where you waited to get to your destination but in tv
its something to bring on a political commotion.
• The Defenders demonstrated that the theme of abortion can flip advertisers and
stations into running for cover but that viewers can take it in stride; viz, the fact that
the particular show's rating was hardly different from the week before.
Joe Culligan's name is being bandied about as a possible successor to Kevin
Sweeney when the latter retires next February as head of the Radio Advertising
Bureau.
Culligan is currently a general v.p. and executive with Interpublic.
Speaking of the screwball and the bizarre, you'll have had to be around the
business a long, long spell if you can recall when:
• Phillips Lord, who had made a deal with Frigidaire to shortwave his Odyssey
over NBC, took a schooner on a voyage whose SOS stirred up quite a furore.
• Dave Driscoll, as special events man for WOR, Newark, fried an egg on Times
Square in 97 degree weather and the magnified sizzle could be heard over the air.
• Steve Trumbull, of WBBM, Chicago, carried on his own mike-accompanied
pursuit of an escaped prisoner and a downstate sheriff questioned those gunshots let
off during the remote pickup.
• A crew from a New York station set up to help a groundhog find his shadow on
Fifth Avenue on Groundhog Day, with people from the SPCA following the ground-
hog to make sure he didn't meet with an accident.
The SPONSOR HEARS item concerning agency solicitation of the Max Factor
account is incorrect according to information recently received.
A letter from Davis Factor, chairman of the Hollywood cosmetic firm, clarifying the
situation appears in the 555/5th of this issue (page 15).
sponsor regrets any embarrassment that may have been caused by this item.
62 SPONSOR • 21 may 1962
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S.F. CHRONICLE • NBC AFFILIATE . CHANNEL 4 • PETERS. GRIFFIN. WOODWARD
?ONSOR • 21 MAY 1962
63
SPONSOR
^ WEE K wrap"up
Advertisers
TvB rebuttal
(Continued from Sponsor Week)
TvB's rebuttal is that the News
measured the wrong thing, that they
should have asked how many people
watching before and after the break
saw the break, not how much of the
population at large was there.
Using the agency practice of aver-
aging before and after program rat-
ings, TvB found that of 3.2 million
people available, 2.6 million were
present during part or all of the
break, not much of a fade at all
since the ratio is 82%.
Foremost Dairies, which spent $300,-
000 for spot tv in 1961, has been
ordered by the FTC to divest itself
of 10 companies acquired since 1952.
Basis for the Commission's order:
The acquisitions tend to "substan-
tially lessen competition or tend to
create a monopoly."
Effect of the order will be to re-
duce Foremost to less than half its
present size and return it to approx-
imately the same relative position it
held in the dairy industry prior to
1951.
There's a radio success story to be
MISS WALB-TV, Bonnie Rutland, repre-
sented the station in the South Georgia re-
gional Miss Poultry Princess contest, won top
honors and chance to compete for state title
64
YELLOW ROSE of Chicago was the theme when WLS sent roses to ABC, agencies, and adver-
tisers to celebrate its second year of "Bright Sound." Here secretary Marion Ayer pins rose
on AB-PT pres. Leonard Goldenson as Stephen Riddleberger, pres. of the radio o&o's, loolcs on
SPONSOR • 21 MAY 1962
read in the sales curve for Compoz,
a proprietary sedative distributed
nationally by Jeffrey Martin Labora-
tories.
Since its introduction six months
ago, the firm has increased radio
coverage from 15 to 79 major mar-
kets and is still expanding. JM was
so pleased with broadcast media
that it has now launched a tv sched-
ule for the sedative using 10, 20 and
60-second commercials.
Agency is Dunnan & Jeffrey.
Campaigns: Friendly Ice Cream
Corp. (Wilbraham, Mass.) launches
its first continuing program of spot
■radio in quite a while, with sched-
ules to start today and run through
Labor Day in Connecticut and Mas-
sachusetts. Agency is R. W. Bacon
. . . The first advertising by Routed
Thru-Pac (J. M. Mathes) has been
launched in consumer media, in-
cluding radio, in New York. Previ-
ously the company has dealt almost
exclusively with the U. S. govern-
ment . . . Pittsburgh Brewing Co. is
introducing a new 24-can package
for its Iron City brand. Idea was
worked out by company and agency
Ketchum, MacLeod & Grove and is
being promoted via spot tv and radio
over the 30-station radio and seven-
station tv Pittsburgh Pirate baseball
regional networks.
Financial report: Coca-Cola report-
ed net profit for the first quarter was
$8,839,678 vs. $8,042,134 last year.
Per share earnings were 64 cents
as compared to 58 cents for the like
period last year. Note: J. Paul Austin
was elected president of the com-
pany at a recent board meeting.
PEOPLE ON THE MOVE: Lawrence
Wechsler to director of product mar-
keting at Revlon . . . Arthur E. Wright,
Jr. to director of public relations for
Pet Milk, effective 1 July.
Agencies
Doyle Dane Bernbach has joined the
AFFILIATION agreement is signed between ABC TV and new ch. 9 in Syracuse, effective 15
Sept. Making it official are (l-r): Joseph Cox, station relations; Robert L. Coe, network v. p.
in charge of tv station relations; Henry Wilcox, stn. v.p. and Asher S. Markson, stn. pres.
FIRST BALL in recent Washington-Balti-
more game is thrown by Louis Meyers. He
was named in a WTOP, Washington drawing
as "Number I Booster" of the home team.
CHATTANOOGA crown may wind up with
Miss Betsy Johnson, one of 10 finalists in
the beauty pageant. Queen of the Cotton
Ball in '60, Betsy's sponsored by WRGP-TV
KICKING OFF National Radio Month in Nebraska, Governor Frank Morrison signs proclama-
tion calling for recognition of the achievements of radio in the state. Looking on are (l-r)
Roger Larson, gen. mgr. of KFOR, Lincoln, and Arden Swisher, KMTV, Omaha, pres. of NBA
SPONSOR • 21 MAY 1962
65
ranks of agencies serving the Gen-
eral Mills account.
The agency will handle a new
grocery product.
Other agencies in the GM stable
are NL&B, BBDO, D-F-S, Knox
Reeves and Tatham-Laird.
Agency appointments: California
Computer Products Inc. to Hal Steb-
bins Inc. . . . Bell Television to Ar-
thur Pine Associates for corporate
and general public relations . . .
Gallo Electronics to Adams & Keyes
for its new line of antennas and
transistorized electronic devices . . .
Liberty Life Insurance Co. of Green-
ville, S. C. to Sudler & Hennessey
. . . Roosevelt Raceway to Eaker-
Shore Associates ... Dr. Grabow
Pre-Smoked Pipes to Kal, Ehrlich &
Merrick, Washington, D. C.
Divorcement: A competitive client
situation within Benton & Bowles
has forced the Savings Bank Assn.
of the State of New York to depart
the agency, effective 31 July.
Cuisine Exquise . . . Dans
Une Atmosphere Elegante
575 Park Avenue at 63rd St
NEW YORK
Lunch and Dinner Reservations
Michel : TEmpleton 8-6490
International entente: Burton
Browne Advertising has opened a
new agency in Paris, to be known
as Burton Browne & Hanan. Jerome
Hanan, formerly of the International
Edition of the New York Times has
been named vice president and di-
rector of the new office.
New quarters: Long Advertising has
moved its San Jose offices to the
new Swenson Building at 777 North
First Street after 37 years in the
city's downtown Realty Building.
Breakthrough: Another wall crum-
bled when Helen Moeller, Omaha
advertising agency executive, was
elected as the first woman president
in the 56-year history of the Omaha
Advertising Club. Miss Moeller has
been an officer of Allen & Reynolds
since 1951.
Top brass: David J. Hopkins, v.p.
and general manager of McCann-
Erickson, has been named managing
director of Hansen Rubensohn-Mc-
Cann-Erickson, Australian affiliate of
the agency . . . Atherton W. Hobler,
one of the three founders of Benton
& Bowles, has been named to the
honorary post of founder chairman
. . . Robert F. Carroll, Robert W.
Fisher and G. Barry McMennamin
to directors and senior vice presi-
dents of Doremus & Co.
New v.p.'s: Charles J. Reed at John
Beck Associates . . . Larry B. Marks
at Cole Fischer Rogow.
PEOPLE ON THE MOVE: James P.
Roos and Gilbert E. Banks to ac-
count executives at Leo Burnett . . .
John T. Bruce to manager of the
Geyer, Morey, Madden & Ballard
office in Portland, Ore. . . . William
King, Jr. to Lambert & Feasley as
account supervisor on the Listerine
Products account . . . S. Kelsey Den-
ton to member of the food products
marketing group at Garfield, Hoff-
man & Conner . . . Harvey Pool to
account executive at Charles Bowes
Advertising . . . Roy R. Dale, Paul R.
Gregutt and William Victor Benjamin
to account executives at Meldrum
& Fewsmith ... J. A. "Andy" Park
to account executive at MacManus,
rs,
John & Adams . . . Robert S. Roge
Jr. to account executive at Needham,
Louis & Brorby, Chicago . . . Morti-
mer Matz and Harold Jackson have
organized Jackson & Matz Associ
ates, dealing in various Negro mar-
ket services . . . Max Wylie, L&N pro-
gram supervisor, addresses the 1962
graduates at Hamilton College
June.
Associations
Kenneth A. Cox, broadcast bureau
chief of the FCC, will address the
Florida Assn. of Broadcasters an-
nual convention at Tampa, 15 June.
General chairman for the conven-
tion, which runs from 13-16 June, is,
Fred P. Shawn, manager of WSUN-
TV, St. Petersburg.
Featured also is Charles A.
Sweeney, chief of the division of
food and drug advertising, bureau of
deceptive practices of the FTC.
Place: the International
Tampa.
Communications group: If you at-
tended Syracuse U. for journalism,
radio, tv or other communications or
are now actively engaged in the com-
munications industry you're eligible
to join a recently-formed organiza-
tion in New York to advance the art
of communications. Those interested
in attending the first meeting, 22
May at the White Horse Tavern, Sea-
gram Building, may contact SPON-
SOR associate editor Mary Lou
Ponsell.
Public Service Contributions: The
Southern Cal. Broadcasters Assn.
reports that according to its esti-
mates, the L. A. stations made an
on the air community contribution,
which would, if valued in dollars
and cents, amount to $6,612,819.50.
New members: Hearst Corp. has
placed WBAL (AM & FM) Baltimore
and WISN (AM & FM), Milwaukee
into membership in the NAB.
Tv Stations
The TvB has some fresh ammuni-
tion for the tv vs. print cold war.
66
SPONSOR
21 may 1962
Why it pays
to advertise your station
in a broadcast book
YOU PINPOINT YOUR BEST PROSPECTS
I
Oli
n a field where a select group
of people really buys national
time you look for the specialized
broadcast book to carry your ad
message.
One reason is the logic of mak-
ing your impression where the
interest is greatest. Broadcast
books are tailormade for people
involved with tv/radio advertis-
ing matters.
Another is economy. Ask your
national representative. He'll
tell you there are only several
thousand readers worth spending
money to reach with your ad
message. The books that offer
box-car circulation figures also
offer higher page rates and high-
ly diffused readership.
In a nutshell, specialized trade
books run rings around non-spe-
cialized books in ability to target
a specialized audience in prac-
tically any field.
The broadcast advertising field,
which has some outstanding
books, is certainly no exception.
a service of
S P o
s o
SPONSOR
21 may 1962
67
WAVE-TV gives you
28.8% more SHOPPERS
—28.8% more viewers, minimum!
Since Nov.-Dec, 1957, NSI Reports have never
given WAVE-TV less than 28.8% more viewers
than Station B in the average quarter-hour of
any average week!
And the superiority during those years has
gone as high as 63.6% more viewers!
More viewers = more impressions = more sales!
Ask Katz for the complete story.
CHANNEL 3 • MAXIMUM POWER
NBC • LOUISVILLE ( WAVE
The Katz Agency, National Representatives \ TV
The top 100 newspaper advertisers
of 1961 showed a cut of 3.6% from
the year earlier, said the tv bureau,
and at the same time increased
their tv budget by 8.3%.
In 1961, the newspaper leaders
spent only $337,447,000 in news-
papers whereas in 1960, the same
100 spent $350,149,000. In tv, the
newspaper top 100 spent $763,447,-
000 in '61 against $704,905,000 in
1960.
On another front, TvB reported
the nation's brewers upped their ad
investments in measured consumer
media by 4.5% in 1961, with more
than half of the advertising continu-
ing in network and spot tv. Of the
total, tv gross time billings repre-
sented 52.2% or $51,764,849.
Ideas at work:
• WLBW-TV, Miami is searching
for "Miss Sunny" to represent the
station. Winner will get a one-year
contract with the station plus a host
of other prizes.
• WABC-TV, New York has
launched its second annual "Youth
Tv Writer" script competition for
high school students. Entrants must
submit an original idea for a program
which may be produced and telecast
by the station during the latter part
of the year.
• Highway patrolmen in North
Carolina are again busy distributing
over 100,000 "traffic death blotters"
supplied by WBTV, Charlotte as part
of its highway safety campaign. The
blotters show the number of traffic
deaths in each county during the
previous year.
Financial report: The Rust Craft
Broadcasting Company tv stations
known as "The Friendly Group" re-
port gross sales for the first quarter
of 1962 exceeded the same period
in 1961 by 16%.
Kudos: James Gerity, Jr., president
and general manager of the WNEM
stations, Adrian, Mich, has been re-
elected president of the Committee
of 100 of Miami Beach . . . Don
Menke, manager of WFBM-TV, In-
dianapolis has been elected presi-
dent of the local Advertising Club
;
68
SPONSOR
21 may 1962
. . . Thad Sandstrom, manager of
WIBW-TV and radio, Topeka, got the
annual Kansas broadcaster award at
the radio-tv film honors banquet of
the University of Kansas . . . The
Milwaukee County-Radio and Tv
Council has presented a pair of news
awards and a public affairs award to
WITI-TV . . . Louis S. Simon, KPIX,
San Francisco general manager, was
honored for the station's "Outstand-
ing Editorial Policy" by the Radio-
TV Guild of SF State College . . .
WBAL-TV, Baltimore won the 1961
Ohio State U. regional tv award for
the continuing series "Perspective
of Our Times" . . . WSIX-TV, New
Orleans won a "Connie" for religious
programs from the Radio and Tv
Council of Middle Tennessee.
PEOPLE ON THE MOVE: Ruth Pat-
rick to the sales staff of KTVR, Den-
ver.. . G. E. "Doc" Hamilton to sta-
tion manager of KVOA-TV, Tucson
. . . Fred L. Vance to general man-
ager of Alvarado Television Co.
Radio Stations
A move to update the counterfeit
recording bill has been made by
Douglas A. Anello, general counsel
of the NAB.
Testifying before the House Judici-
ary Committee's Subcommittee on
patents, copyrights, and trademarks,
Anello said the automatic tape sys-
tems in stations today often involve
the transcription onto tape from
phonograph records.
The counterfeit bill should be
clarified to spell out that it doesn't
apply to this type of dubbing, said
Anello, since it almost always is
done with the tacit consent of own-
er of the master recording.
Ohio has become the first state to
have a regional-local selling opera-
tion managed by RAB.
Under the plan, Ohio's principal
regional advertiser prospects and
20 key local prospects in each of five
Ohio cities would be the subject of
specific presentations by RAB dur-
ing the next year with RAB partially
compensated for its services under
a research-development commission
arrangement.
Ideas at work:
• To promote the 1962 Community
Chest-Red Cross Campaign, WHEC,
Rochester turned over programs to
top civic leaders who for one day
served as hosts from 7 a.m. to 5:30
p.m.
• Combining humor with empha-
sis on quality radio being a "Sound
Citizen," WSB, Atlanta announcer
Jerry Vandeventer has compiled a
group of tapes to mix into his com-
ments on the subject "Slips That
Pass on the Mike."
• WEBR, Buffalo has sent out at-
tractive desk calendars complete
with memo pad and place for calling
cards to promote "The Sound of the
City."
Program notes: Westinghouse Broad-
casting is launching a new series of
20 radio essays called "Impressions:
South America," written and deliv-
ered by critic and columnist at large
John Crosby . . . WJAS, Pittsburgh is
running a new series of educational
programs called "Youth Looks at
Books" produced in cooperation
with the Carnegie Library.
Happy birthday: To WIBW, Topeka,
celebrating its 35th anniversary.
Kudos-. WSB, Atlanta won an award
from Ohio State U. for its daily book
reviews . . . KMOX, St. Louis' post-
humous tribute to Dr. Tom Dooley
has received a first award from the
American Exhibition of Educational
Radio and Television Programs of
Ohio State U. . . . Storer Broadcast-
ing was honored with a special
award by the American Foundation
for the Blind in recognition of its
outstanding service to the blind,
specifically for carrying 182 pro-
grams in the Foundation's "Man-
power" series . . . WIL, St. Louis won
the 1962 Certificate of Achievement
of the U. S. Army Transportation
Materiel Command . . . WDBJ, Roa-
noke won awards in six of eight
categories of the Virginia Associated
Press Broadcasters awards . . . Nat
Steinberg of WIL, St. Louis won the
1962 distinguished salesman award
of the Sales and Marketing Execu-
tives . . . WITH, Baltimore got a cita-
tion from the Army for public serv-
ice .. . KPOL, Los Angeles got the
1962 award from the County Chris-
tian Endeavor for religious programs
. . . WHG, Norfolk took two first place
awards in the Virginia Associated
Press Awards.
PEOPLE ON THE MOVE: Cecil Wood-
land, WEJL, Scranton general man-
ager, to radio and tv chairman of the
Middle Atlantic area for the Radio
Free Europe Fund drive . . . Gus
Parmet to account executive at
WCOP, Boston . . . F. 0. Carver to
director of public relations, Max
Ulrich to program manager and
Charles H. Pointel to manager of
News Central at WSJS, Winston-
Salem . . . Richard Shireman has
retired as station manager of KBTR,
Denver . . . Al Kahane to vice presi-
dent and station manager of WWIL
(AM & FM), Ft. Lauderdale . . . James
P. Storer, assistant general manager,
to general manager of WJW, Cleve-
land, succeeding James E. Bailey
who is retiring . . . Frederick W.
(Ted) Hodge, radio program director
of WHEC, Rochester to general man-
ager of Northeast Radio Network . . .
Harry Talbert to sales manager of
WPDQ, Jacksonville.
Fm
FM radio set saturation in the Great-
er Portland, Ore. area has increased
by 21,680 homes in the past 18
months.
This was the salient finding in a
survey conducted for KPRM by the
research firm of Clark, Bardsley and
Haslacher. Other highlights: '
• 38 out of every 100 homes report
ownership of an fm set.
• Although ownership is still con-
centrated percentage-wise in the
upper income group, the fm market
is rapidly becoming a mass market
since over one-third of middle-class
homes now have an fm receiver.
• While fm car ownership is rela-
tively small, accounting for one per
cent of the total, this marks the first
SPONSOR • 21 MAY 1962
69
time car fm radios have even been
measured in the total.
Kudos: Robert F. Schenkkan, Uni-
versity of Texas radio and tv direc-
tor, has been elected educational
director for the National Assn. of
FM Broadcasters.
Representatives
The latest in TvAR's audience dimen-
sion survey relates to drugstore
spending and tv viewing in the rep
firm's eight markets.
Among the findings:
• 68% of the housewives in the
markets spent an average of $3.71
in drugstores during the two weeks
prior to the study.
• Housewives who spend money
in drugstores devote 74% more time
to tv than the non-spenders.
Rep appointments: KWIZ, Santa Ana
to Forjoe and Co. for national sales
with the exception of Southern Cali-
fornia.
Film
SAILS MAKE SALES!
Espei ially so, under the happy, re-
laxing atmosphere when schooner-
sailing through the beautiful blue
waters of the Bahamas or loafing in
the incredible enchantment of the
Virgin Islands. The famed Captain
Mike Burke of Windjammer Cruis-
ers, Inc., Miami, is your host. Avail-
able for charter is the illustrious 96'
"Yankee," the 151' "Polynesia" with
130' masts stretching above. Other
craft also available. Fascinating set
up for special presentation pictures,
or your top exec, meetings. Write
Windjammer Cruisers, Inc., P. O.
Box 3095, Grand Central Station,
New York 17, New York. RE 4-7662
The two-week old program division
of Warner Bros, is off to a strong
start with the sale of ten hour-long
series in New York, Chicago and Los
Angeles for fall debut.
Major stations signing were WOR-
TV and WNEW-TV in New York, WGN-
TV in Chicago and KTLA-TV and
KHJ-TV in Los Angeles.
Lee Marvin has been signed to star
and host in Ziv-UA's new half-hour
series tentatively titled "Lawbreak-
er."
A co-production between the syndi-
cation firm and Marvin's own Latimer
Productions, the show is documen-
tary dramatization series based on
the top stories in the files of police
departments of the nation. Each epi-
sode will be shot on location.
Sales: Flamingo Telefilm Sales' "Su-
perman" to 10 more stations raising
the market total to 80 . . . Screen
Gems' new children's series called
"Pick A Letter" to WBNS-TV, Colum-
bus, WDAF-TV, Kansas City, KCPX-
TV, Salt Lake City, for fall airing . . .
Twentieth Century-Fox Tv's "Hong
Kong" and "Five Fingers" to seven
more stations, upping the total to
60 . . . Screen Gems' new five-minute
Hanna-Barbera cartoons for fall de-
but to 12 more stations including
Westinghouse outlets in Boston, Bal-
timore and San Francisco and the
post-1948 Columbia Pictures feature
library to four more stations upping
the market total to 79 . . . UAA got
15 renewals of "Popeye." The group
of 234 cartoons has sold in 172 tv
markets with renewals accounting
for an additional 103 stations . . .
MCA TV's half-hour off-network series
to 21 new stations . . . Seven Arts
post-1950 Warner Bros, features to
seven more stations.
The second of five regional American
TV Commercials Festivals was held
in Chicago with the top award for
best overall commercial going to
National Food Stores (Lilienf eld),
for "Beef," produced by Sarra.
Runner up was Carson Pirie Scott
dept. store (Grant, Schwenck &
Baker) for "Great Sale Going On,"
produced by NBC Video Recording.
Other winners in their respective
product classification were:
Pillsbury Golden Yellow Cake Mix
(Burnett), produced by On Film;
Kellogg's Com Flakes (Burnett), pro-
duced by MPO Videotronics; Ameri-
can Dairy Assn. "Butter Crust Pie"
(Campbell-Mithun), produced by
Sarra; Adorn Hair Spray (North) for
"Whirl It 'n Curl It," produced by
Wilding TV; Allstate "Angleton, Tex-
as" (Burnett), produced by WFAA-
TV, Dallas; State Farm Insurance
(NL&B), by J&M Productions; Brady
Oldsmobile of St. Paul (Bozell &
Jacobs), by Studio One; Culligan
Water Softener (Alex T. Franz) by
Dallas Williams.
Special citation for the commer-
cial best budgeted under $2,000 went
to Occident Flour (John W. Forney),
produced by Videotape Productions
of New York.
Public Service
A special public service campaign
conceived by WBAL-TV saturated
Baltimore during the week before
election day.
Freddie FlagWaver, Stella Stay-at-
Home and Billy Belly-acher were just
a few of the non-voter type cartoon
characters used in the spot cam-
paign to boost poll attendance.
Through each of the characters,
the station illustrated a point con-
cerning the benefits of voting and
the effect of voting in American his-
tory on our democratic way of life.
Public service in action:
• KABC-TV, Los Angeles has in-
augurated a year-round campaign to
aid in the fight against high school
drop out. Personality Soupy Sales
was selected as the focal point and
spokesman of the campaign due to
his popularity with the teenagers.
• It took 90 hours and 15 minutes,
but WISH, Indianapolis dj Tom
Mathis managed to raise enough
money to send 480 boys to PAL sum-
mer camp. He collected $9,600.
• For the third year, KVI, Seattle
is airing a special series of "Sea-
watch" marine reports throughout
70
SPONSOR • 21 MAY 1962
the yachting season.
• WJAS, Pittsburgh is broadcast-
ing two new shows produced by the
National Assn. of Educational Broad-
casters. Shows are "Coming of
Age," which explores the feelings of
youth in the 20th century and
"Ethic for Broadcasting."
• KTVH, Wichita telecast two spe-
cial programs in covering the dedi-
cation of the Eisenhower Presiden-
tial library in Abilene, Kansas.
Kudos: KCBS, San Francisco and
KRON, San Francisco won certifi-
cates for general excellence of pres-
entation in the 10th annual news
competition sponsored by the Cali-
fornia Associated Press Tv-Radio
Assn. . . . The U. S. Navy commended
KOGO-TV, San Diego for broadcast-
ing an appeal for the whereabouts
of a mother whose consent was
needed immediately before eye sur-
gery could be performed on her son.
Equipment
Factory sales of both tv and receiv-
ing tubes increased in March ac-
cording to the latest EIA figures.
There were 817,830 tv picture tubes
sold in March worth $15,580,149,
against 733,670 valued at $13,944,313
in February. Year-to-date totals for
this year were 2,353,561 valued at
$45,149,766 compared with the 2,372,-
920 units worth $47,551,594 sold last
year during the same period.
In March, 34,884,000 receiving
tubes valued at $29,743,000 were sold,
against 27,977,000 worth $23,841,000
the month before. Cumulative sales
for the year totaled 92,453,000 valued
at $78,373,000 compared with 88,781,-
000 worth $74,811,000 for the com-
parable period in 1961.
There are two new developments in
the tape field of special interest to
broadcasters.
1) RCA Broadcast and Communi-
cations Products division has de-
veloped a new monochrome video
alignment tape for use in evaluating
the performance of quadruplex tv
tape recorders. It facilitates deter-
mination of accurate quadrature
and vacuum guide alignment as the
basis for the most effective operat-
ing conditions, maximum head life
and the highest degree of tape inter-
changeability.
2) Sound Corporation of America
recently introduced two new models
of continuous tape cartridges, com-
patible with all current models of
continuous cartridge playback equip-
ment. One, with a capacity of 225
feet of tape, is specifically designed
for broadcasting.
More new products: Jerrold Electron-
ics has a small piece of electronic
filtering equipment which permits
reception from a common antenna
for both tv and fm sets. The TX-FM,
a compact band pass filter, separates
fm from tv frequencies and filters
the fm frequencies through to the
fm set ... A portable, 16 pound vhf
frequency standard, designed to pro-
vide a check on operating frequen-
cies of mobile transmitters and re-
ceivers, is now available from Wayne
Kerr Corp., Philadelphia. The in-
strument has a maximum of 48 dis-
crete frequencies in the range from
7.5 megacycles to 175 megacycles.
Expansion: Dallas and San Francisco
are the latest additions to the na-
tional network of district headquar-
ters of Allied Electronics Corp., in-
dustrial sales subsidiary of Allied
Radio. George T. Henderson is man-
ager in Dallas and Alan Abel will
head the San Francisco area.
PEOPLE ON THE MOVE: Robert
Moffat to executive vice president
and William A. Hriszko to vice pres-
ident of manufacturing and engi-
neering at Webcor, Inc., Chicago . . .
Thomas H. Castle to manager-adver-
tising and public relations for Gen-
eral Electric's radio and tv division
. . . Paul W. Roth to vice president
in charge of product service for
Webcor, Chicago . . .Frederick Hed-
blom to vice president-works man-
ager of Zenith Radio Corp.
Station Transactions
While the FCC has called a partial
halt to accepting new am applica-
tions, authorization of the fm fre-
quencies continues undaunted.
Latest example of this is KQV
(FM), Pittsburgh which has just got-
ten a green iight from the commis-
sion and is now operating with a
power of 55 kw on the frequency of
102.5 megacycles.
John D. Gibbs heads the new sta-
tion as vice president and general
manager. ^
avoid the hazards of selling
on your own
Why take the risks involved in negotiating without our
knowledge of markets, of actual sales, of responsible
contacts? In speaking to any buyer, Blackburn's
experience and reputation for reliability naturally
lend greater weight to our opinion than any seller can
reasonably expect to be given to his own.
BLACKBURN & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
lames W. Blackburn
Jack V. Harvey
Joseph M. Sitrick
RCA Building
FEderal 3-9270
H W. Cassill
William B. Ryan
Hub Jackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Healey Bldg.
JAckson 5-1576
BEVERLY HILLS
Colin M. Selph
Calif. Bank Bldg.
9441 Wilshire Blvd.
Beverly Hills, Calif.
CRestview 4-2770
SPONSOR • 21 MAY 1962
71
Main Studio at WDBJ-TV. New
building is one of the largest and most
modern in the entire South. Finest techni-
cal equipment — 316,000 watts e. r. p. —
CBS affiliate.
WDBJ-TV Brings
You the News
About Wealsome
Western Virginia!
The prosperous, solid 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 of Vir-
ginia, N. Carolina, W. Virginia —
in counties with nearly 2,000,000
population. For high ratings at
low costs, you're right to use
Roanoke and WDBJ-TV.
By A Dam Site. Completion of Smith
Mountain Dam (artists conception above)
will put another big man-made lake in the
heart of WDBJ-TV territory ... to creote
new opportunities for sports industries.
Ask Your PGW Colonel For Current Availabilities
WDBJ-TV
ROANOKE, VIRGINIA
EWSMAKERS
James Hamstreet has been named gen-
eral manager and director of owned and
operated stations for International Good
Music. Currently serving as general man
ager of KGMI (AM & FM) in Bellingham
\^ ash., Hamstreet will continue to super
vise these stations, as well as KGMJ, Seattle
KGMG, Portland, KBAY, San Francisco
KFMW, San Bernardino, and KFMU, Los
Angeles. Hamstreet, an advertising executive for more than 15 years,
has managed stations in Idaho, Montana, and Washington.
Len Hensel is the new national sales man-
ager for WSM, Nashville. For the past eight
years Hensel has been associated with Ziv-
l \. serving as regional sales manager for
the past two. He has had wide experience
in the broadcasting field having served as
both program director and commercial
manager for WOWL, Florence, Ala. and as
account executive for WAPI, Birmingham,
Ala. Hensel's appointment was announced recently by Bob Cooper,
general manager of the radio outlet.
John W. Kiermaier, director of public
affairs for CBS News, has been promoted
to vice president. Kiermaier joined the net-
work news department in August 1959, as
assistant director of public affairs and ten
months later was named director. From
1949 to 1958 he was associated with NBC.
As head of CBS News public affairs, Kier-
maier has been responsible for development
of such tv series as Accent, Calendar, At the Source, and others, as
well as regular public affairs series and radio and tv specials.
Frederick W. (Ted) Hodge, radio pro-
gram director of WHEC (TV & AM),
Rochester, has left the station to become
general manager of the Northeast Radio
Network with headquarters in Ithaca. In
the newl\ -created position Hodge will be
responsible for sales, programing and
station relations. He will also supervise
activities of Northeast's subsidiary, Syra-
cuse I niversit] Football Network and the Northeast Professional
Football Network. Northeast Radio serves upstate New York.
72
SPONSOR
21 may 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"We have long complained about tail-end budgets and various other injus-
tices imposed upon us. But, really, the dog need suffer the kicking only as
long as he wants." Edd Routt, vice president and general manager of KNOE,
Monroe, La., thus advises radio stations. Mr. Routt, in radio since 1946,
has had radio management experience in Austin, El Paso, and Amarillo in
his native state of Texas, previous to joining KNOE. He knows from experi-
ence that taking the cure he advises, "hurts like hell for a while, but prevents
decay in the long run." Here, he tells why it has worked for him.
Gaining respect in the eyes of local sponsors
«
W haddayamean you don't have any time left?"
The incredulous appliance store buyer was up against a
new situation — he'd been too late on occasion to buy news-
paper space, and it was fairly common for the tv stations
to be sold out of prime availabilities, but —
"But I never heard of a radio station admit to being
sold out!" was his cry.
Such, however, was the case here at KNOE in April of
this year. A new set of self-imposed rules has given us a
new dimension of value and self-respect in the eyes of
local timebuyers.
The radio code, to which we subscribe, calls for an aver-
age of 14 commercial minutes per hour, computed on a
weekly basis, with the maximum never exceeding 18 min-
utes.
We will double-spot 30-second announcements with
proper time and weather padding, but never, under any
circumstances, will we double-spot a 60-second announce-
ment!
We knew the limitations would improve our product,
but we weren't sure we could sell the idea to local adver-
tisers. How wrong we were to doubt them! We quickly
learned that:
1. The advertiser who customarily bought 20 units per
day developed a new respect for us upon learning
that we didn't have time available, and would not
break the limit.
2. While programing isn't always damaged by normal
commercial loads (20 units), it definitely is en-
hanced by a restrictive load of, say, 14 units.
3. Even the familiar "rate buyers" changed their atti-
tude upon learning that, not only did we not have
any "package deals," but that we had no time to
sell at any price.
4. The program department could function more effi-
ciently and happily under the restrictions, and traffic
problems were reduced considerably.
5. Radio doesn't have to be a last-minute buy, and buy-
ers can generally give us as much notice as they can
the newspaper and the television station.
One advertiser even cancelled a sale for a week until the
station could handle his schedule. Another started buying
schedules one week in advance, and even came out to get
acquainted with the traffic manager so he could check with
her via phone on availabilities.
In the desperate struggle for business in overly-popu-
lated markets, stations have too long accepted business
whenever and wherever the advertiser felt inclined to give
it to them.
We have long complained about tail-end budgets and
various other injustices imposed upon us. But, really, the
dog need suffer the kicking only as long as he wants. It is
possible to get a bone by barking instead of always wag-
ging the friendly tail.
We have raised rates, cut the commercial load and con-
vinced our advertisers that they don t have to "shotgun"
in order to get results. We've sold the "total audience
concept" which calls for spot units in drive, non-drive and
night times.
For the rate conscious we have pitched and proved that
nighttime, when programed like any other hour, can be
just as effective for the money as drive times. Our surveys
show about half the daytime audience, and our rate shows
about 1/3 the daytime cost.
We have found that five well-produced commercials,
strategically placed, will do as well as 20 poorly-produced
spots scattergunned at an audience.
In short, if radio is ever to deliver its potential and
provide the service we all know it can provide, then we
must impose upon ourselves those rules which we realize
will hurt now but know will help eventually. ^
SPONSOR • 21 MAY 1962
73
SPONSOR
The big computer hassle
It you ever want an overwhelming reason why an indus-
try needs an alert, outspoken, hard-digging trade paper,
you'll find it in our lead story, "Who's Going to Pay?" on
page 31 of this issue.
The concern, resentment, and even bitterness which many
stations, and representatives have been feeling about BBDO's
demands (see sponsor 30 April) for detailed audience data
for computer operations, has been boiling and bubbling un-
der the surface.
When sponsor editors began digging into the situation
they found a lot of rep, group, and station executives who
were willing to talk, but few who were willing to be quoted for
fear of "offending BBDO."
This is quite natural, as natural for instance as the hesita-
tion of most station operators about publicly taking issue
with the FCC.
But it is also unhealthy, and in a way it is also unfair.
sponsor found BBDO media men generally unaware of the
extent or depth of the feeling which their requests had en-
gendered.
We believe that it is the special, and all-important mission
of a good trade paper to bring such conflicts out in the open.
It can in this way perform an industry service which no other
branch of the business can perform as effectively. And it
can help both sides by exposing the problem fairly and hon-
estly to the white light of publicity.
At this writing, we have no idea how the great computer
hassle is going to come out.
Nor have we any editorial opinion about what ought or
ought not to be done about computer data problems.
The whole subject is so involved, so complex, that it must
be handled by experts in all phases of the radio and tv spot
business, working together in complete good faith.
Kul one thing we do promise, sponsor will continue to
keep on top ol the computer situation. We will do our best
to get the facts from both ~idc> out into the open.
We think this is a responsibility we have to agencies, ad-
vertisers, stations, station reps, research firms— in fact tli<-
whole industry . ^
lO SECOND SPOTS
There's no business like: A t\
columnist interviewed Johnny Carson
who takes over the Tonight Show in
the fall, and asked, "Is it true that a
number of NBC TV people must prac-
tically shine the shoes of both Robert
Sarnoff and the General to keep in
good stead?"' Carson said he'd never
heard anything so ridiculous in his
life. Then a phone call came from
NBC and Carson answered, paused
for a moment, and said, "Which
Sarnoff wants to see me? The black
or brown shoes?"
Tv writers: The producers of a new-
comedy series being readied for the
fall, based on teenage characters,
have retained a writer who has
scripted a number of horror movies.
"He's a versatile writer," said a col-
league to a man from the Hollywood
Reporter. "But his plots are kind of
strange. In one script he has the
teenage boy sending his girl a heart
on Valentine's Day — and it's still
beating."
Medicine: The inquiring photog-
rapher of a Los Angeles newspaper
asked people on the street which was
the better doctor — Dr. Ben Casey or
Dr. Kildare. Said one old lady: "Doc-
tor Kildare is a nice boy, but I would-
n't want him to operate on me."
Anyhow, Dr. Kildare's professional
life seems a lot more sedate than it
was at the beginning of his career.
Appearing on the Fleischmann s Yeast
Hour in 1939, Dr. Kildare, then
played by Lew Ayers, told Rudy Val-
lee, "So this crazy patient came run-
ning into my office and immediately
starts undressing."
"What's so crazy about that?"
asked Vallee.
9 9 9 9'
sai
d Dr-
"The nurse
Kildare.
Broadway: Zero Mostel, one of the
stars of the new Broadway hit A
Funny Thing Happened on the Way
to the Forum, had a lady radio inter-
viewer fumbling for words when he
and co-star David Burns exchanged
dialogue from the showr on her pro-
gram. Mostel told Burns: "You are
a gentleman and a procurer."
When Burns audibly sniffed an
odor around him, he said, "Is that
me? I must bathe." Mostel replied,
"At least."
74
SPONSOR
21 may 1962
Philadelphia 's
Leading
Citizen
Salutes
WIBG
50,000 watts
WIBG
Radio 99
o rc l- i=»
April 23, 1962
Mr. Joseph J. Conway,
Managing Director,
Station WIBG
Suburban Station Bldg. ,
Phila. 7, Pa.
Dear Mr. Conway:
It is a distinct pleasure for me to extend con-
gratulations to Station WIBG on its fifth anniversary as a
Storer Broadcasting Company station in Philadelphia.
The past five years have been remarkable ones for
Philadelphia, as the improvement program begun a de cade
ago steadily gains momentum. The teamwork of City Govern-
ment, business enterprise and citizen effort has achieved
a real working cooperation that has made an enormous change
in our city.
WIBG can be justly proud of its contributions in
service to the community and in its efforts to spur business.
1 am confident the next five years will see even greater
progress both for your station and the city at large.
Sincerely
JHJT/TZ/bo
4'AMES H. 1. TATE
Mayor
"Pulse, Hooper, NCS
Represented by Katz Agency
LOS ANGELES
KGBS
PHILADELPHIA
WIBG
CLEVELAND
WJIV
MIAMI
WGBS
TOLEDO
WSFD
DETROIT
IVJBK
STORER
BROADC4ST1.XG COMPANY
NEW YORK
WHN
MILWAUKEE
W1T1-TV
CLEVELAND
WJW-TV
ATLANTA
WAGA-TV
TOLEDO
WSPD-TV
DETROIT
1V3BK-TV
MONTH AFTER MONTH AFTER MONTH
WROC-TV Channel 5
IS ROCHESTER
NEW YORK'S
No. 1 Station
Ho. 1 in COVERAGE- No. 1 in POPULARITY
FOR THE SECOND CONSECUTIVE TIME
WROC-TV Carries 9 out of 10 of the Shows You Like Best
SHOW RATING
No. 1 Hazel 52.5 Channel 5
No. 2 Dr. Kildare 51.5 Channel 5
No. 3 Bonanza 48.5 Channel 5
No. 4 Saturday Night at the Movies 44.8 Channel 5
No. 5 Sing Along with Mitch 44.75 Channel 5
No. 6 Flintstones 42.5 Channel 5
No. 7 Dick Powell 42.25 Channel 5
No. 8 Walt Disney's World 40.5 Channel 5
Perry Mason 40.5 Station B
No. 10 87th Precinct 39.75 Channel 5
March, 1962 ARB
Buy the Station
more people watch
WROC
ROCHESTER, N.Y.
TV
CHANNEL
BASIC NBC
5
S(j)..i.-«frf b
(tdw.rcjlP.ir, 4|Co. UK )
fM
SPONSOR
/ THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
28 MAY 1962— 40c a copy / $8 a year
4 Y o o tQ
NEW PRODUCTS
hit U. S. markets hard,
more on the horizon —
air media skeds set for
big push p 27
COLOR TV SPOTS
— a Midwest discount
house proves they pay
handsome dividends on
local scene p 37
jg^l moves with a going America
Industry forges ahead, producing a steady flow of
new products that must be sold to consumers. Radio
meets this selling challenge with speed, accuracy
and economy. And Spot Radio lets you select the
right times on the right stations to do it. These fine
stations will sell your product.
KOB Albuquerque
WSB Atlanta
WGR Buffalo
WGN Chicago
WDOK Cleveland
WFAA Dallas-Ft Worth
KDAL Duluth-Superior
KPRC Houston
WDAF Kansas City
KARK Little Rock
KLAC Los Angeles
WINZ Miami
WISN Milwaukee
KSTP . Minneapolis-St. Paul
WTAR . Norfolk-Tidewater
KFAB Omaha
KPOJ Portland
WRNL Richmond
WROC Rochester
KCRA Sacramento
WOAI San Antonio
KFMB San Diego
KMA Shenandoah
KREM Spokane
WGTO Tampa-Lakeland-Orlando
KVOO Tulsa
KIRL Wichita
Intermountain Network
Raitw Division
Edward Petry & Co., Inc.
The Original Station
Representatiie
NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
50,000
WATT
f
I NEGRO
I
STATION
FOR
LOS ANGELES
AND
SOUTHERN CALIFORNIA
REPRESENTED NATIONALLY BY
CONTINENTAL BROADCASTING — NEW YORK -CHICAGO - LOS ANGELES
Who watches radio?
Sponsors do. Also, agency and media
people. The alert ones keep their eyes
on network radio these days— for rea-
sons that Mr. Jack Doran, Director of
Marketing for the Mennen Company,
makes clear:
"We started using network radio
about a year ago in a rather small way
and with a 'watch carefully' attitude.
The very favorable sales reaction we
got within a short period of time
prompted us to buy more and more
network radio so that we now have
sizable schedules on all four networks
on a 52-week basis. Network radio is
paying off for us."
*x ™ ^ s pH
Ml f
:§V|sMt»b««cer!
VJlfffj;!
^H *V * «> ~ w '*.
^5fer~~=- "
And it must be paying off for other
sponsors as well. At CBS Radio, where
Mennen has just renewed its co-spon-
sorship of 10 weekly Jerry Coleman
broadcasts, the SRO sign is up for the
entire weekend sports schedule.
CBS Radio's weekend "Dimension"
features and news, and "House Party"
with Art Linkletter on weekdays, are
also near capacity sponsorship. Recent
signers of long-term contracts include
Philip Morris, Bristol-Myers, Amana,
Warner-Lambert, Standard Brands,
Corn Products and,of course, Mennen.
These veteran radio watchers look
carefully at costs as well as results.
They know that compared to other
mass media, network radio is a rare
bargain today. Take a fresh look at it.
You'll like what you see. In particular,
you'll like the program, audience and
sales-building values on
THE CBS RADIO NETWORK
Just wind it up
and let it go
The Allan-Henry
Morning Show
Dan Ulan and Marv Henry (7 a.m. to
9 a.m.) make getting up almost fun in
the Twin Cities. Their two-man show
(the only one of its kind in the area) is
diawing the ra\cs and the ratings (up
ui Pulse from one rating period to
to another*). Allan and Henry bring
Twin (iiianv everything from the
weather to school lunch menus to the
best-spun music anywhere, and the\ do
it with an abundance of good humor
and Marv Henry's incredible assortment
of voices. Remember, too, the Allan-
Henry Show has W'LOL's exclusive Air
Watcb Traffic Reports. So make time
count when you're buying it. Specif)
the Allan and Henry Morning Show.
RADIO
tXa^-*-^ /4l&*<.sZj^c>
WLOL
MINNEAPOLIS • St. PAUL
5.000 WATTS around the clock • 1330 KC
LARRY BENTSON. President
WAYNE RED' WILLIAMS. Cen. Mgr.
JOE FLOYD, Vice-Pres.
Represented by AM RADIO SALES
-lAlhlM-
Midcontineni Broadcasting Group
WLOL am, fm Minneapolis-St Paul; KELO-
LAND tv and radio Sioux Falls, S.D.;
WKOW am and tv Madison, Wis.; KSO radio
Des Moines
© Vol. 16. No. 22 • 28 MAY 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
New products? Watch out!
27 ^ (,u am'1 seen nothing yet,' say experts as new products avalanche builds
momentum — new items to get big boost via radio/television campaigns
Three tv clients praised
31 sponsor's editor shows tv commercials, reports agency comments on
advertisers "creative clients" in creativity talk at Commodore Hotel
Earlybirds of modern radio
35 McLendon, Storz and Bartell once made headlines with their ideas about
'formula' operation, sponsor asks: Have 10 years changed their ideas?
Color tv makes local hit
37 Putting complete faith in color tv advertising for the last 5 years, a
furniture and appliance retailer increased sales to $70-90 million a year
Specials — hot this summer
39 A number of specials are lined up for this summer including originals
and repeats. Sponsors buy minutes and the public gets public service
Bank pays interest to sound
42 Bankers Trust Co. spends $220,000 for New York "portraits" on radio
to aid print's photo campaign to increase identity as Gothamites' bank
Daytime summer tv heats up
44 The summer audience is outpacing the winter in growth during daytime;
studies show rise in teen-age, male audiences a bonus for advertisers
NEWS: Sponsor- Week 7, Sponsor-Scope 19, Spot-Scope 56, Washington
Week 55, Sponsor Hears 58, Sponsor-Week Wrap-Up 62, Tv and Radio
Newsmakers 68
DEPARTMENTS: Sponsor Backstage 12, 555/5th 16, Tv
Results 46, Timebuyer's Corner 47, Seller's Viewpoint 69, Sponsor Speaks 70,
Ten-Second Spots 70
mmmmmmmmmmmmmmm
wmmmmmm
Officers: Norman R. Glenn, president and publisher; Bernard Piatt, ex-
ecutive vice president; Elaine Couper Glenn, secretary-treasurer.
Editorial: editor, John E. McMillin; news editor, Ben Bodec; senior editor,
Jo Ranson; Chicago manager, Given Smart; assistant news editor, Heyward
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth S.
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor. Jack Ansell, colum-
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love;
editorial research, Mrs. Carole Ferster; special projects editor, David Wisely.
Advertising: general sales manager, If i/lard L. Dougherty; southern
manager, Herbert M. Martin. Jr.; midwest manager, Larry G. Spongier: western
manager, George G. Dietrich, Jr.; production manager, Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs.
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Syd
Guttman; secretary to the publisher, Charles Nash; George Becker, Michael
C.rocco, Jo Ganci, Patricia L. Hercula, Mrs. Judith Lyons. Mrs. Manuela
Santalla, Irene Sulzbach; reader service, Mrs. Lenore Roland.
Member of Business Publications
Audit of Circulations Inc.
1962 SPONSOR Publications loc.
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation, and
Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (Ill, 664-1166. Birmingham Office: 3617 8th Ave. So.. FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40f. Printed U.S.A. Published weekly. Second
class postage paid at Baltimore, Md.
SPONSOR
28 MAY 1962
R
USE
YOUR
m
WJBK-TV
DETROIT
~*S- to* r
Adult programming
pays off in adult audience
. . . adult purchasing power
... 1 2 months a year
on WJBK-TV, Detroit.
I
MILWAUKEE
WITI-TV
MIAMI
WGBS
CLEVELAND
WJW-TV
CLEVELAND
WJW
ATLANTA
WAGA-TV
LOS ANGELES
KGBS
DETROIT
WJBK-TV
DETROIT
WJBK
TOLEDO
WSPD-TV
TOLEDO
WSPD
NEW YORK
WHN
PHILADELPHIA
WIBG
\
IMPORTANT STATIONS
IN IMPORTANT MARKETS
STORER
BRQ.1DCAST1NG COMPANY
STORER TELEVISION SALES, INC., representatives for all Storer television stations.
!&k&ij
Your advertising dollar spent on this multi-city station is doubly
rewarding. First, because of its wide market coverage, including
several metropolitan areas, and many other cities and towns. Second,
because of the vast size and loyalty of its audience. WGAL-TV is
far and away the favorite of viewers in hundreds of communities.
WGAL-TV
CAcuotU £
Lancaster, Pa.
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres.
Representative: The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco
" SPONSOR • 28 MAY 1962
28 May 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
BATES ASKS 15' PLEDGE
Agency asks stations to re-affirm protection policy;
Katz favors end of makegoods on late net changes
The matter of product protection,
already brought to a boil by the
Bates-WBC clash (see SPONSOR-
WEEK 21 May) looks like it's about
to explode further.
Ted Bates Agency sent a letter
21 May to its stations asking for a
pledge of 15 minutes protection.
Hard on the heels of this announce-
ment came The Katz Agency's in-
formal notice on 24 May that its sta-
tions would no longer be liable for
makegoods caused by network
changes.
Edward A. Grey, Bates senior v.p.
in charge of media in the letter to
stations, referred to 15 minutes pro-
tection as "a standard industry prac-
tice," whether the commercials were
network or spot.
The letter concluded: "It is im-
perative that any business placed
on behalf of our clients, either on a
network or spot basis, be given this
protection. To this end, we are ask-
ing your reconfirmation of the 15-
minute product protection policy
which is standard industry prac-
tice."
The letter touched off an immedi-
ate trade debate as to whether the
15 minute insulation was a standard,
and if so, whose. Broadcasters and
reps say they do everything possible
to provide reasonable care for pro-
tection but most are reluctant to
guarantee it. For instance, the Cor-
inthian stations now won't guarantee
protection at all, except for alter-
nate week sponsors. (See SPONSOR-
SCOPE, page 20, this issue.)
The Bates circular pointed out
that protection is essential to com-
mercial effectiveness, citing the con-
clusions of research that effective-
ness for competing commercials
separated by less than 15 minutes
can fall by 50%.
Ed Grey, mentioning the past ef-
fectiveness of tv, stated, "Were
product protection to be abandoned,
this medium could easily become
the least effective for us and our
clients."
Broadcasters find an irony in the
Bates request for a protection
pledge in that the agency itself has
been a factor in creating the condi-
tion which it now seeks to stem.
They note that Bates is the leading
agency in the placement of spot car-
riers, or participations, in nighttime
network shows.
The Katz agency asserted that sta-
tions endeavor to do their best to
provide separation, but that the sit-
uation is often out of control when
networks exchange commercials or
cross-plugs, providing insufficient
notice or no notice at all.
Said a Katz spokesman: "It's our
opinion that in such circumstances
the station should not be liable for
makegoods or credits."
BATES NOT SPEAKING
FOR AMERICAN HOME
Apparently not all of Bates'
clients feel as strongly about
asking for 15-minute protection
guarantees as the agency does.
American Home Products,
for instance, which put $8.7
million into tv spot last year,
likes protection, seeks it, and
usually gets it, but isn't chang-
ing its standing policy by going
out asking for guarantees now.
In other words. AHP in-
formed SPONSOR -WEEK it
feels it can live without pledged
product separation.
CBS TV REVAMPS
PENN. COVERAGE
CBS TV is now resetting its cover-
age in Western Pennsylvania. Last
week the network sent an announce-
ment to agencies that it had ac-
quired as affiliates WLYH-TV, Leba-
non, and WSBA-TV, York. Both sta-
tions were previously ABC TV affil-
iates.
WGAL-TV, Lancaster, is retaining
its affiliation with CBS TV as well as
with NBC TV.
Both the new CBS TV affiliates are
uhf stations. The network will set up
a combined rate of $525 for the three
stations: the two new affiliates plus
WHP-TV, Harrisburg. The separate
rates are WLYH-TV, $100; WSBA-TV,
$200, and WHP-TV, $300.
ABC TV now will depend on WFIL-
TV, Philadelphia, and WTPA, Harris-
burg, to cover the area.
SPONSOR
28 may 1962
SPONSOR-WEEK/ 28 May 1962
wmmmmmmmmmmmam
NBC TV ADDS $7 MIL
BUSINESS FOR FALL
NBC TV reports about $5 million
(estimated) additional fall nighttime
participations business plus about
$2 million daytime for the week end-
ing 18 May.
The bulk of it came out of P&G
(B&B), which put about $3.5 million
into four new NBC TV shows: It's A
Man's World, Wide Country, Sam
Benedict, and Eleventh Hour. Each
buy is for 26 or 39 weeks.
In addition, Helene Curtis bought
about $1.5 million worth of minutes
in various fall nighttime shows and
Schick ordered another handful.
P&G also renewed about $2 mil-
lion of its daytime on NBC TV, in-
cluding Truth or Consequences,
Make Room For Daddy, and Loretta
Young, all for a year starting in July.
Most of the renewal came through
B&B with remainder via Compton.
4 A's-AFA oppose
House FTC bills
Counsels for the 4A's and the AFA
made statements last week before
the House Committee on Interstate
and Foreign Commerce to express
their disapproval of HR 8830 and
8831, which would grant the FTC
power of temporary injunction.
Mahlon F. Perkins, Jr., counsel for
the 4A's, said the bills would put in
the FTC's hands "a weapon of un-
precedented power without estab-
lishing a proper control over its
use." He pointed out that the asso-
ciation had no objection to the tem-
porary injunction against advertis-
ing—if the power remained in the
federal district court. According to
Perkins, "irreparable" harm would
be done, affecting advertiser and
agency alike.
John J. Ryan, counsel for the AFA,
described the legislation as granting
to the FTC "unlimited and uncon-
trolled power to employ a devastat-
ing legal weapon which even our
courts are loath to employ."
8
Battery radios
add 36% to use
Nielsen will expand and re-
vise its Nielsen Radio Index in
Jul\. All of the networks co-
operated in developing the new
sen ice and three. CBS. MBS.
and NBC. have already sub-
scribed.
NRI will provide monthly
pocket pieces showing spon-
sored network program ratings
and sponsor cumulative audi-
ences, plus full network ratings
and homes using radio.
Special reports on battery
radio usage will be issued twice
a \ear. Bimonthly reports will
cover all sponsored network
programs and radio usage by
demographic breakdowns.
NRI will use an audimeter in
the home for line-cord sets and
meter-controlled diary measure-
ment of automobile radios. Bat-
tery radios will be measured
by diaries.
The first of the special re-
ports on battery radios, based
on measurements on this past
winter, lead to an estimation
that battery radios add an aver-
age of 36% of line-cord radio
use. Battery radios were 21%
of total use, auto listening con-
stituting 20% of home line-cord
radios 59%
BCH EXPANDS IN NEW YORK
OPENS CHICAGO BRANCH
Broadcast Clearing House has
moved to larger New York quarters
and has opened a Chicago branch
office.
The centralized billing agency
starts operations in both offices on
1 June.
Stations bullish about '62
An NAB survey shows that tv sta-
tions expect a 6.7% increase and ra-
dio stations a 3.5% increase in reve-
nue in 1962 over 1961.
ABC TV ENLARGES
EARLY SATURDAY
ABC TV will expand in the early
Saturday area with a two-hour block
of children's programs from 11 a.m.
to 1 p.m. in the fall.
The programs and sponsors are:
Make a Face, Milton Bradley
(Noyes); Top Cat, Transogram
(MW&S); Buggs Bunny, General
Foods (B&B); and Allakazam, Louis
Marx (Bates) and Lakeside Toys
(Kerker-Peterson).
CBS Films in Canada
signs with Page One Ltd.
CBS Films will be represented in
Canada by Page One Limited, effec-
tive immediately, under a long-term
contract. President of the new com-
pany is Kenneth Page, former presi-
dent of S. W. Caldwell, Ltd., which
represented CBS Films in Canada
for the past 10 years.
Caldwell himself is now head of
the new CTV network in Canada. His
firm transferred rights to distribute
CBS Films programs to Page One
Limited on 26 April, as well as all
existing contracts involving his com-
pany and CBS Films.
Planning clarification
needed, says SRDS-DATA
The need for planning and for
clarification to dispell the confusion
surrounding computers and mathe-
matical formulas in advertising and
marketing was underlined by Philip
Wenig, president of SRDS-DATA,
speaking before the AMA in New
York last week.
Wenig suggested that mathemati-
cal formulas must be used selective-
ly. He noted that systematic use of
techniques might throw light on new
valid ideas, and that much needed
data is now available. He said that
some unemployment might be pro-
duced but that there would be a
need for creative, well-trained sys-
tems personnel.
SPONSOR
28 may 1962
Advertising helped it happen
. . . for the benefit of everyone in business, including
manufacturers and distributors of electric light bulbs.
Advertising helps businessmen sell new and better
products to other businessmen. By broadening markets
for both consumer and industrial products, it helps
business bring costs and selling prices down ... to the
mutual benefit of businessmen, their companies, their
families.
Prepared by the Advertising Federation of America and the Advertising Association of the West / Published through the courtesy of this publication.
SPONSOR
28 may 1962
SPONSOR-WEEK/ 28 May 1962
2 REGIONAL BUYS OF
NBC FILMS' HENNESSEY
In what are said to be the two
largest regional syndication buys of
the year, Bowman Biscuit and Fore-
most Dairy have purchased Hen-
nesey for local reruns this fall.
The two advertisers purchased it
for 36 and 23 markets respectively.
The series is syndicated by NBC
Films. An unusual aspect of the syn-
dication of the series is that al-
though NBC Films is handling it,
the show was originally seen on CBS
TV.
The Bowman Biscuit order, through
Durey Ranck, Denver, covers the
Southwest mainly. Both Bowman and
Foremost (GB&B) have second-year
options.
Capital Cities elects
three to v.p. status
Capital Cities Broadcasting Cor-
poration has elected the general
managers of three of its radio sta-
tions to vice-presidencies.
The three general managers are:
Robert M. Peebles, WROW, Albany-
Schenectady-Troy; Jack Lee, WPRO,
Providence, and Herbert J. Mendel-
sohn, WKBW, Buffalo.
Peebles joined Capital Cities in
1959, Lee last year, and Mendelsohn
earlier this year.
Dougherty named general
sales manager for SPONSOR
Willard L. Dougherty last week
was named general sales manager
of SPONSOR.
He had been Eastern Sales man-
ager. (For background, see News-
makers, page 68 this issue.)
Keystone farm study
A new study released by the Key-
stone Broadcasting System indicates
that the 865 stations affiliated with
its farm network now provides cov-
erage of 78% of the nation's 3.7
million farms.
In-person salesmen
too costly-TvB
Hot Springs, Va.:
I he rising cost of in-person
salesmanship creates problems
that onl) l\ can solve, accord-
ing to Norman K. Cash, TvB
president, addressing the Auto-
motive Advertisers Council last
week.
Cash noted that the average
salesman serves twice as many
customers and at a unit cost
twice as high as twenty vears
ago.
Cash urged the automotive
people to stimulate more driv-
ing and to counteract other cam-
paigns designed to keep cars
off the road.
He also saw tremendous op-
portunities for the automotive
supply industry with the cars
three-years and older outnum-
bering new cars on the road
1)\ three to one. and multi-
car households showing steadv
growth.
NEW NAB CODE FORMAT
AND 3-NETWORK LIAISON
The NAB obtained no fixed pre-
screening rights but arranged with
the tv networks to obtain informa-
tion and consult on network pro-
graming.
The format but not the substance
of the NAB Television Code has
been revised. The new edition, the
seventh, is a pocket size booklet
with index and adenda containing
interpretations.
In the section dealing with adult
programing, it is now stipulated that
provisions relating to broadcasters'
responsibilities toward children are
not intended to apply to adult pro-
grams when scheduled at appro-
priate times.
A note on children's programing
urged advertisers and broadcasters
to be cautious about commercials
placed in or near programs for chil-
dren.
REGULATE SELF OR FACE
REGULATION, SAYS ADMEN
The closely related subjects of ad-
vertising self-regulation and pos-
sible government regulation of ad-
vertising came into the limelight last
week at the 48th annual conference
of the Association of Better Busi-
ness Bureaus in New York at the
Hotel Commodore.
Several advertising men made the
point that unless advertisers, agen-
cies, and media cooperate in self-
regulation, the door may be left
open for federal government regula-
tion.
Emerson Foote, president of Mc-
Cann-Erickson, said that government
regulation would represent "a great
collective failure by American busi-
ness men and American advertising
men."
Foote opposed granting the FTC
cease and desist powers governing
advertising.
Stated Foote, "the role of adver-
tising agencies in self-regulation is
not most fundamentally their role as
individual agencies but rather their
role collectively, and most of all in
association with advertisers and
media."
Edward J. Pechin, assistant direc-
tor of advertising, E. I. Du Pont De
Nemours & Company, criticized
some of the programs explaining ad-
vertising to the public as being
"more harmful than helpful." He
warned that multiple organizations
involved in the campaign ran the
danger "of counteracting our own
programs" and of "talking to and
pleasing only ourselves."
Stockton Hellfrich, manager of
the New York Code Authority of the
NAB, said a firm stand must be
taken against false and misleading
advertising lest all advertising risk
its reputation.
Said Hellfrich, "it is irksome in
the extreme to read of an FDA sei-
zure or an FTC order on a product
or advertisement that is being car-
ried in magazines, newspapers, ra-
il)
More SPONSOR-WEEK continued on page 60
TWO MINUTES OF YOUR TIME
May we have two minutes of your time?
No, not just your reading time. We're more
interested in the minutes of commercial time
that many of you are buying on network TV
shows. Figuring a minute at anywhere from
$30,000 to $50,000 per, you can use the price
of only two of them— 120 seconds of selling—
for 1 3 or more pages in Sports Illustrated.
For just these two minutes, you can get 13
extra full-page, hard-sell cracks at 1,000,000
successful, affluent families. And you'll be part
of one of the greatest and most successful new
shows on earth — the wonderful world of
Sports Illustrated.
Like every mass advertiser, you would like
to reach everybody in the country with your
message. But while you are trying to reach
everybody, you also have to be sure you are
selling somebody.
Our proposition is that while you are reach-
ing everybody you can be sure of selling the
somebodies if you put down a few extra sport-
ing chips against the very special market that
Sports Illustrated has selected out of the
great American mass market.
Let's look at Bristol-Myers. They use tele-
vision in a big way to get Vitalis before their
mass market. But since 1956 they have also
advertised Vitalis regularly in a selective mag-
azine— Sports Illustrated— in order to get
a special crack at our selected somebodies. In
fact, from 1959 through 1961, Sports Illus-
trated has been the only magazine on their
schedule. Vitalis has also merchandised and
dramatized its campaign effectively to the trade
with materials prepared by Sports Illus-
trated. In addition, great sports figures fur-
nished by Sports Illustrated have insured
the enthusiastic success of meetings of top drug
buyers in city after city.
But aside from the merchandising push that
goes with selling with Sports Illustrated,
the five-year Vitalis campaign has made a siza-
ble dent on the buying and usage habits of our
reader families. Vitalis is the second largest
selling brand in its field, nationally, but ac-
cording to the surveys of Erdos & Morgan, it
holds first place in SI households.
Obviously the somebodies have been read-
ing those Vitalis ads in Sports Illustrated.
Since drugs and toiletries is a BIG classifi-
cation in mass advertising, let's take a look at
Noxzema
iinl Shaving L*L
Noxzema Shave Cream as another example in
support of our proposition.
For the past four years Noxzema Shave
Cream has regularly been running a two-
column ad in Sports Illustrated. They've
used other media too, and with such success
that they are the country's leading medicated
shaving lather.
But when they looked over Erdos & Mor-
gan's survey of drug and toiletry purchases by
Sports Illustrated Subscriber House-
holds* they found that our subscribers were
30% ahead of the Nielsen Report for the same
period in purchase and use of Noxzema. Ob-
viously their four-year program has got their
message through and they are selling in a big
way the somebodies that Sports Illustrated
has selected out of the great American mass
market.
TWO MINUTES of your time.
Think of it!
Just TWO MINUTES (120 SECONDS)
might be the follow-through that would give
you a completely successful swing at your mar-
ket.
Think of it!
•i* For your copy of the Survey, just drop a line to
the Advertising Director, Sports Illustrated,
Time and Life Bldg., Rockefeller Center, New
York 20, N. Y
Illustrated
Today— 3rd among all magazines in pages
of consumer advertising.
SPONSOR
28 may 1962
11
Y'MEAN
WHLI
sland
IS THE
2nd LARGEST
MARKET
IN NEW YORK?
Yep I
And you reach it
most effectively
with just one
station... WHLI!
because WHLI
IS THE
ONE STATION
WHICH MOST
EFFECTIVELY
SERVES (AND SELLS)
i fit
LONG ISLAND
MARKET.
*
The independent Long
Island (Nassau-Suffolk) market
— 4th largest in the U.S.—
where over 2 million customers
live and shop.
r > 10,000 WATTS
WHLI
AM 1100
FM 98 3
Ihi uoice o
lw ti$OA
PAUl COOOFSKY. Prci Gen Mfr
JOSIPHA ICNN. lice V,ce Prei . Salei
HIMPSTIAO
IONS ISLANO. N. T.
by Joe Csida
C[^-3::.ccT
e[ ■**
The awards season is upon us
There is some talk around the broadcasting
business that an intensive high-level campaign
will be launched in the near future to try to
knock some radio and television awards out of
business. The feeling of many industry leaders
is that there are so many awards that none of
them have any real value. I subscribe, general-
ly, to the notion that too many awards are un-
desirable. In the record business, for example, in which I am active,
the only real awards for creativity we have are Grammys, bestowed
each year by the National Academy of Recording Arts and Sciences.
I question, however, whether the radio, and television leaders will
be able to do too much about the superfluity of the awards. And in
the final analysis I don't really have too serious objections to the
respectably conducted award operations in broadcasting, or any
other part of show business. As a matter of fact I think they're fun,
and taken as a whole, point up all kinds of interesting developments.
Just recently, for example, we had both the Oscars for the mo-
tion picture business, and the Tonys for the legitimate Broadway
theater. Both made highly interesting television programs to begin
with. Both demonstrated the growing international aspects of show
business and American film and theater hospitality to performers
from other lands. You'll recall that Sophia Loren and Maximillian
Schell won best actress and actor Oscars, respectively. And the
theater people bestowed their laurel wreaths upon Margaret Leighton
for a truly inspired job in Tennessee Williams' "Night of the
Iguana," and Paul Schofield for his masterful playing in "A Man for
All Seasons." Miss Leighton indicated her full awareness of the
U. S. theater folks' hospitality when she wound up her acceptance
speech by saying: "And thanks for being so nice to us Limeys."
Emmy Awards
Last Tuesday (22 May), television's Emmy awards were revealed.
A quick look at the nominations indicates that documentary shows
have truly come into their own in the past season. Three of the five
shows up for the "Program of the Year" award were in that cate-
gory: "Portrait of Van Gogh," "Walk in My Shoes," and "Biog-
raphy of a Bookie Joint." I wondered why the Jackie Kennedy
White House tour show wasn't nominated, but I understand that
there was a strong chance the National Academy of Television Arts
and Sciences trustees would give the first lady's tasteful tour a spe-
cial citation.
Of the two entertainment shows vying for the "Program of the
Year" award, one starred a lady who is one of my all time favorite
performers. I'm talking about the "Judy Garland Show." Judy is
{Please turn to page 67)
12
SPONSOR
28 may 1962
TURNED A SET ON LATELY?
And if you have, is it tuned in on you? Only by top consistent
programming can you get your audience. ..and if you don't keep
them you don't keep sponsors either. In Cincin-
nati* recently, Seven Arts' "Films of the 50's"
demonstrated their strength again as Friday
night (11:30 PM-1:00 AM) sets-in-use figures
jumped 40%! Further, the stations' share of audience increased
from 17% in March 1961 to 59% in March 1962. Would you like to
turn more sets on in your market? You can with
"Films of the 50's — Money Makers of the 60's."
*For the complete story of WKRC-TV increase of sets-
in-use contact your nearest Seven Arts sales office.
SEVEN ARTS
ASSOCIATED
CORP.
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS, LTD.
NEW YORK: 270 Park Avenue YUkon 61717
CHICAGO: 8922-D N. La Crosse, Skokie. III. ORchard 4-5105
DALLAS: 5641 Charlestown Drive ADams 9-2855
LA.: 232 So. Reeves Drive GRanite 6 1564-STate 8 8276
For list of TV stations programming Warner Bros. "Films of
the 50sM see Third Cover SRDS (Spot TV Rates and Data)
A COLLEGE DEBATE A ROW OF ROCKETTES A JOURNEY WITH JACQUELINE SHARI, HUSH PUF
THIS IS NBC
One of a series of advertisements which reflects the balance, scope and diversity of NBC's program service.
PU
> LAMB CHOP/ PABLO CASALS AND A BREAKTHROUGH IN HEART SURGERY
IGEST SINGLE SOURCE OF NEWS, INFORMATION AND ENTERTAINMENT IN THE FREE WORLD
wm@
Check Pulse and Hooper . . . check
lhe results You don't 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. eastman & co.. inc.
NATIONAI e[P»tStNTAT1VE
DAYTON . . . Ohio's
3rd Largest Market
555/52!
Accurate and informative
I want to commend you on your fine
article "Radio's Changing Sounds"' in
your 7 May issue of sponsor.
Our company operates radio sta-
tion KTHT, now known as Demand
Radio 79. Your comments on our
new concept and programing were
certainly accurate and informative.
An article of this sort is certainly
valuable to broadcasters as it helps
keep them abreast of development in
this fast changing industry.
John G. Johnson
chairman
board of directors
Winston-Salem Bdcstg.
Winston-Salem, N. C.
I can't begin to tell you how grate-
ful we are for the fine article which
appeared in the 7 May SPONSOR
("Radio's Changing Sounds"). We
are particularly grateful in view of
our terrific investment in this new
radio format conception.
I am definitely grateful — the
'phone has rung off the wall since the
article appeared.
Stanley N. Kaplan
exec. v.p.
Mars Bdcstg.
Stamford. Conn.
And news item recognition
We appreciate the coverage given our
company's general reorganization in
your 7 May edition. (Sponsor-Week
Wrap-Up, 66.) However, we have
discovered that our office made a mis-
take in naming Ralph Guild manager
of the Daren F. McGavren Company.
Mr. Guild is executive vice presi-
dent and. in addition, will assume the
duties of national sales manager.
Daren F. McGavren
president
Daren F. McGavren
New York-
Toy advertising
We have read your article ("TVs 81 I
Million Toy-Spin") about toy adver-
tising in the 14 May issue with great
interest.
It would please us greatly if you
would permit us to quote several
paragraphs from the article in corre-
spondence with toy manufacturers.
Arnold R. Rolka
dir. of public relations
Toy Guidance Council
New York
To promote better understanding
I am most appreciative of your com-
ment in the last issue of SPONSOR
( Sponsor Speaks ) .
It's so important that broadcasters
do everything possible to promote
better understanding of our media
with key people in advertising — at
both the agency and client level.
John F. Rox, Jr.
managing director
The Balaban Stations
St. Louis
A talented gal
My belated — but most sincere —
thanks for the splendid article your
reporter did about our agency ("Me-
dia Savvy Roosts ManofF').
As an old newspaperman from way
back (did I mention that?), I know
a good job of writing when I see
one — and she certainly is a talented
gal!
Richard K. Manoff
Richard K. Manoff Inc.
New York
Tv network image
This is the Marquette University
graduate student from the Philippines
who troubled you earlier for infor-
mative help on the television network
image. I just want to write once
more to say thank you for your im-
mediate response and encouraging
help. Later I found out that I was
not the only one at the university
with vague ideas about the tv image.
Josefina Pamintuan
Milwaukee
L6
SPONSOR
28 may 1962
SUMMER TV VIEWING IS DIFFERENT !
Summertime is an 'easy living' time for television viewers . . . more daylight
hours, more outside activity and vacations. But the viewers are there ... to
baseball games, to new summer programs, to specials, even to re-runs.
Audience size and reaction undergo some significant shifts. There are sec-
ondary effects too, on competitive programming and station shares ... all
varying from market to market. This is a time when broadcasters and adver-
tisers need fast and accurate audience information to uncover these new pat-
terns of TV viewing.
ARB's Overnight Coincidental Survey staff, well experienced in tracking
down elusive audiences, is on constant standby to handle just such jobs. For
example, they have devised a special 'baseball package' to help evaluate relative
strengths and weaknesses of a given line-up. But, whether it's a single half-hour
time period or a full week's hour-by-hour reporting of station shares, ARB's
Telephone Coincidental Department is
equipped and ready to provide the facts.
For complete details on pricing and de-
livery, call or write your nearest ARB office
today. Be sure to request a copy of the new
brochure ARB Overnight Surveys.
Preparing today for the television itidustry of tomorrow.
AMERICAN
RESEARCH
BUREAU
Al R B
DIVISION OF
I - R INC
For further information — Washington WE 5-2600 • New York JU 6-7733 • Chicago 467-5750 • Los Angeles RA 3-8536
sponsor • 28 may 1962
17
o
3
B
3
<u
<n
3
-
-
E->
More women select WWDG than any
other Washington, D.G. station*
I
One in a series on the
fine art of broadcasting by
WWDG
RADIO WASHINGTON
"the station that keeps people in mind"
♦Trendex, Washington, D. G. Study. Nov. 1961
Represented nationally by John Blair & Go.
<s
BLAIR
GROUP
PLAN
MEMBER
18
SPONSOR
28 may 1962
J
28 MAY 1962
Copyright 1982
SPONSOR
PUBLICATIONS INO.
Interpretation and commentary
on most significant tv /radio
and marketing news of the week
SPONSOR -SCOPE
For the information of Senator Dodds and other bewailers of violence in tv
the roster of regular programing of that persuasion will be taking another dive
this fall.
SPONSOR-SCOPE's scrutiny of the new nighttime schedule with regard to programs that
routinely will be studded with acts of gunslinging, fisticuffs or some other form of mayhem,
discloses that they add up to 22, just about 33% less than prevailed the previous fall.
Here's a three-year seasonal comparison of that genre in terms of number:
network 1960-61 1961-62 1962-63
ABC TV 18 14 10'
CBS TV 8 9 6
NBC TV 17 10 6
Total 43 33 22
*Two of these are war stories.
NBC TV has just completed a count of affiliates geared to telecast color and
the ratio it cited to SPONSOR-SCOPE was 172 out of 189 stations.
The network had previously announced that 68% of its regularly scheduled night-
time programing will be in color during the 1962-63 season.
There's a mighty lesson on the subject of cooperation for the rep business in
an incident that took place last week.
Names are omitted because of possible agency backfire, but the steps in the story are
these:
1) A rep was on the verge of getting an order on the basis of a batch of avail-
abilities when suddenly he was told by the agency that the plan had been changed from
spot to network tv participations.
2) The rep recalled that a competitor of his knew the client well and he asked
the other rep whether he'd help him carry the ball. Rep B assured he would.
3) Before the day was over Rep A got word he was to proceed with the agency
in locking up the schedule.
SPONSOR-SCOPE has plucked from Nielsen rating data the top 10 public serv-
ice or informational specials on the tv networks between October 1961 and April
1962.
The roster which, incidentally, gives NBC TV a grand slam, is as follows:
PROGRAM
1. The World of Jimmy Doolittle
2. The Real West
3. Good Ship Hope
4. We the People
5. U.S. #1: American Profile
6. NBC White Paper: Red China
7. Japan: East Is West
8. NBC White Paper: Battle of Newburgh
9. Our Man in Vienna
10. Sentry Abroad
AVERAGE AUDIENCE PER MINUTE
% HOMES
19.9 9,751,000
19.1 9,359,000
17.9 8,395,000
17.0 7,973,000
16.7 8,183,000
15.9 7,791,000
15.3 7,176,000
14.7 7,203,000
14.2 6,958,000
14.1 6,613,000
sponsor • 28 may 1962
19
I*
20
SPONSOR-SCOPE continued
You wouldn't go far astray if you construed the show of muscles by Bates
against WBC over the tightening of product protection as the prelude of a bitter
showdown on a broad buyer and seller scale in the near future.
Bates and Westinghouse have brought to a crux something that toprung and bellwether tv
station managements have been regarding with dismay for some time; namely, the evergrow-
ing pressures being exerted upon their competitive position, business flexibility and
profit potential.
These factors include: (1) the growth of the network spot carrier as a competitor to selec-
tive spot; (2) the rotating forms of the scatter plan; (3) the efforts of major advertisers to
preserve under different economic circumstances product protection groundrules brought
over from the heydey of network radio; (4) station compensation reduction by the
tv networks; (5) the proliferation of brands and product diversification by important tv users.
From a business relations point of view, the complexity and sensitivity posed by this issue
of product protection overhaul are without precedence in air media.
How it can be resolved equitably and amicably is anybody's guess.
P.S. : The Corinthian stations have adopted a policy which reduces product protection for
other than alternate week nighttime network advertisers to zero. In other words, network
spot carriers will no longer be protected from competitive products in adjacent
chainbreaks.
All of Chesebrough-Pond's daytime allotment for the fourth quarter is going
to CBS TV.
NBC TV had contended hard for the bundle, but the final decision was to remain with
the other network.
Agency source of the billings involved: Esty, $600,000; Gumbinner, $300,000
and JWT, $200,000. There's still about $400,000 to be spent for Vaseline hair tonic
out of NCK.
On the nighttime side, NBC TV picked up an order from Helene Curtis for 48 com-
mercial minutes to be scheduled between October and June. The billing's worth about $1.5
million. Programs: Jack Paar, the Virginian and Saturday Night Movies.
Toiletries are giving spot tv, as well as network tv, healthy sustenance this
spring and summer.
Just to cite an instance for spot: Compton is scheduling around 35 spots a week per
market for Alberto-Culver and there's another five spots weekly for the same company
coming out of BBDO, which administers VO-5 shampoo.
BBDO looks forward to matching Compton's spread by the end of 1962 and figures
that by that time it will have four A-C products in spot tv.
Looks like the pet food manufacturers will be forced to take a cue from Purina
and put as much pressure behind their cat brands as they do their dog chows.
Purina (Gardner) is testing its Cat Chow in five scattered tv markets and the impres-
sion around is that Ralston was in no small measure activated into getting into the
feline field by the fact that other brands of similar consumer intent have been sort of
namby-pamby about advertising them, as compared to their dog products.
Purina's Cat Chow is using schedules running as high as 15-20 minutes a week,
Among those that turn out a cat item as well as a dog food are General Mills and Red
Heart.
SPONSOR • 28 MAY 1962
SPONSOR-SCOPE continued
Borden (Y&R) will be back in network tv this fall on a substantial scale, after
a two-season absence.
The commitment is to NBC TV daytime and for four quarter-hours a week, with
the probable outlay, $2.5 million.
Last year Borden spent around $500,000 in spot tv and it may be assumed that some
of the $2.5 million is coming from spot as well as print.
NBC TV's clincher on the sale: assuring Borden that the coverage problem for
products, like milk and ice cream, that haven't national distribution can be solved
with regional and local cut-ins.
CBS TV can pretty well expect a determined segment of affiliates to light up
a roaring fire against the network's cut in afternoon compensation when the newly
elected advisory committee, chairmaned by WLAC's Tom Baker, takes over in June.
The initial action that may come out of this group: inaugurate a study, via legal and
economic counsel, of the network's justification for the cut and how to counter its
being put into effect 1 January.
Some affiliates at their general meeting 3-4 May sought to have CBS TV defer putting
its plan through until such a study were made, but others cautioned that now was not the
time to rock the boat because of the antitrust and other difficulties facing the net-
work in Washington. In other words, it wouldn't be expedient to blow the whistle.
A murmur that came out of a couple group ownerships affiliated with CBS TV last week:
we might have to make up the loss in network compensation by boxing out a net-
work show here at night and making the time available for spot.
Behind the promulgated cut: a conviction on the part of the network that affiliates ought
to share the burden of rising program costs and risks.
Chrysler strives to keep step with Ford in orienting itself to tv sports.
It's also picking up the entire tab for the Rose Bowl. Gillette is out.
Package price for the event: $700,000.
ABC TV seems content to absorb station compensation for any of the outlets not
desired by advertisers in the extensive hookup it put together for the Ernie Ford
strip.
The stratagem favors the network in two respects: (1) it insures a higher national
rating; (2) it cuts down the competition from CBS TV and NBC TV, since a num-
ber of the stations clearing the Ford strip live have primary affiliations with the other
networks.
You might note this as the passing of an era : come this fall the toy industry will
be completely absent from nighttime tv.
Where they've retreated to is afternoonand Saturday mornings.
Principal factor: nighttime has been too expensive for them. But there's also this
side of the coin : because of the seasonal nature of the toy business, networks aren't
quite anxious to have it as a prime time customer.
However, the industry will be spending $ 15 million in tv this year.
CBS TV has until 31 July to dispose of the remaining quarter of the NCAA
football games, because by that date it'll have to turn over the residue to the af-
filiates for local sales.
It's something the network would prefer not to happen. The rights value for that quar-
ter runs to $1.3 million and the proceeds from affiliates would come a long way from that.
The network last week turned down a bid for a sixteenth, figuring that anything
less than an eighth would put the series in the category of network spot carrier.
SPONSOR • 28 MAY 1962 21
tl
SPONSOR-SCOPE continued
ARB has, intramuxally at least, committed itself to start its demographic audieno
breakouts with the September local reports.
Nielsen is still talking to subscribers about doing something along the same line, caD
didly admitting that it's cautious about entering this area with too small a sample.
Papert, Koenig & Lois" talk about going public brings up the reason why th
large agencies have been loath to put out a stock issue, as much as some of then
would like to. The reluctance has such angles as these:
• Since a somewhat fiduciary relationship prevails, big corporate clients wo
object to public-going agencies being put in the position of even possibly hav
to reveal expenditure and other information.
• The launching of a stock issue would require the agency to throw its books wi
open, disclosing salaries and attendant benefits, and who can say that clients might not
start dictating about the remuneration of manpower?
NBC is nurturing the hope that the FTC's issuance of a consent order agai
Dormeyer will serve as a deterrent against any other appliance makers promoting
dealers alleged prize tieups of their product with giveaway shows.
The FTC's complaint, generated by the network, was that Dormeyer had falsely ciU
a list of NBC shows as showcases for the company's wares.
KNXT, CBS o&o, seemingly is not letting its L.A. competitor, KABC-TV, get
too far ahead of it in the variation of rates available in prime time.
The ABC TV o&o in March gave advertisers a choice of five different rates on the
nighttime schedule. Now KNXT has raised the choice from three to four.
(See 9 April sponsor, page 23, for industry appraisal of this multiple rate trend.)
What can't help but be heartening to sellers of radio time is Nielsen's just*
released study of the plus audience derived from battery sets only.
The first of these jobs was done for the January-February period and showed that this
audience accounted for 36% above the home, or plugged-in-set, audience. The 36%
is in addition to the estimated 25% extra delivered by auto sets.
There'll be another one of these battery (non-auto) counts made this summer.
NBC TV lost only half of the $1 million that Colgate has allocated for daytime
for the third quarter of this year to CBS TV.
In other words, the budget will about evenly split between the two networks.
NBC TV's schedule: four quarter hours in July and an extra one in August.
Wrigley (Meyerhoff) appears to have set its latest promotional sights on the
pre-school generation.
It might be construed as a case of the gum maker indoctrinating a future market
before the moppets can be brainwashed by the etiquette angle.
In any event Wrigley's going into Capt. Kangaroo and buying spot within and around
kid shows to augment coverage in markets where Kangaroo may not be as strong as
Wrigley would prefer.
Altogether Wrigley's air media has been hiked and a portion of the increase is being
devoted to beefed-up prime chainbreak schedules for Doublemint.
For other news coverage in this issue: see Sponsor-Week, page 7; Sponsor
Week Wrap-Up, page 62; Washington Week, page 55; SPONSOR Hears, page 58; Tv and
Radio Newsmakers, page 68; and Spot Scope, page 56.
22 sponsor • 28 mat 1962
SPONSOR /40-YEAF^ALBUJVI of PIONEERJRADIO STATIONS
Our editors have selected the 275 pictures and story cap-
tions that make up a remarkable record of radio. It reveals a
great advertising medium as it was born and as it grew.
The 40-year Album will be, we believe, your book of the year.
We're anticipating a heavy demand with thousands of extra
copies beyond normal press-run. Order extra copies at $5
for hard cover edition and $1 for soft cover edition.
Address SPONSOR, 555 Fifth Avenue, New York 17
SPONSOR • 28 MAY 1962
23
A FROZEN FORMULA? NO!
Because people are different . . . markets are different. They require tailored
programming to meet the difference. That's why Storer Broadcasting
Company's formula is to have no single formula for its 9 key markets.
24
SPONSOR • 28 MAY 1962
CO
■->>
-<
m
GO
Instead, an individual format is created for each station to meet the needs and
desires of that community. Small wonder a Storer Station gives you so much
for your advertising dollar. Important Stations in Important Markets.
TOLEDO
WSPD-TV
STORER
BRdlDCJSTIXG COMPANY
SPONSOR
28 MAY 1962
25
What's
the big deal
about Hawaii?
hulas,
palm trees,
surf,
bikinis, pineapples and Troy Donahue,
co-starring this Fall on 'Hawaiian Eye/
And all in a new time slot (8:30 Tues- looking into an average of 11,300,000
days). Popular Troy Donahue is a new TV homes* will be coming on strong
eye. But the girl he eyes, between other right after the new series Combat and
suspenses, is the same Hawaiian eyeful just before The Untouchables. Even
—Connie Stevens. Hawaiian Eye, now more eyes figure to be turning its way.
'Source: Nielsen National TV Index, total audience. January-April 1962. MDv I CI6VISI0I1
SPONSOR
28 MAY 1962
BAGGIES is a Colgate-Palmolive new product, demonstrated by Ilka Chase, and sales tested in major areas
New products? Watch out!
'You ain't seen nothing yet/ say
builds momentum — new items to
A% new products explosion is taking place today
and, according to marketing and media experts, it
spells more sales to consumers, more agency com-
missions and, above all, more revenue to radio/tv.
Among the factors contributing to the boom in new-
products is the entry of the ad agency at the incep-
tion stage, rather than the final stage. More and
more, manufacturing companies are bringing in
experts as new products avalanche
get a big boost via radio/television
the agency at the dawn of the product idea on the
age-old notion that two heads are better than one.
Test marketing of new product- in automotives,
drugs, food, dietary aids, household and toiletries
is going on at a furious pace, it appears, and many
of these products are about ready lor national dis-
tribution. The outlook points to a further heavy
addition of new product expenditures in the broad-
SPONSOR
28 may 1962
27
cast media l<> put over tlie solar
plexus punch.
Peter Hilton, president of Kastor,
Hilton. Chesley, Clifford & Uherton,
described as tin- grand sachem of new
product introduction, told sponsor
that his agenc) was currentlj doing a
record business in test marketing
new and superior products. Hilton.
the author of "Handbook <>f New
Product Development," a definitive
source hook in the field, and "New
Product Introduction for Small Busi-
ness Owners."' said that in one recent
week some 5 1 lest marketing opera-
tions were active under the aegis of
his agency. "It involved 13 clients
and constituted something of a rec-
ord." he told sponsor.
According to Hilton, who is also
the founder of the New Products In-
stitute, the present new product boom
is a mere appetizer compared to
what s ahead among major consumer
manufacturers. '"If \ ou think that the
current pace of new product intro-
duction is hectic, it will seem com-
paratively tranquil to the explosion of
new products and materials that is
just ahead of us," Hilton declared
recently.
What Hilton told SPONSOR was cor-
roborated by John J. Murphy, Jr.,
manager of participating programs,
NBC TV, who observed that a vast
number of new products were about
to be launched nationally. "Industry-
wise, our services must be geared to
assume this responsibility." Murphy
said. "Television does offer the re-
quired flexibility of instantaneously
carrying the message of these prod-
ucts."
A similar view was advanced bv
Battle of the new and up-dated tooth pastes
BROADCAST media will provide assistance in getting consumer acceptance of new toothpaste
products. Above, Squibb via Kastor, Hilton, Chesley, Clifford & Atherton is testing marketing
new idea — dental floss in cap. (Below) Lever Bros, is introducing — Pepsodent stannous fluoride
Seymour Amlen, manager of program
analysis, ABC TV research depart-
ment, who observed that much new
product test marketing has been go-
ing on in recent months. Amlen
thought "national tv would prove
the best medium for making these
products familiar to the public in the
shortest possible time and communi-
cating the characteristics to consum-
ers."
It is in test marketing where manu-
facturers discover the bugs, if any, in
a new product. The importance of
test marketing cannot be underesti-
mated, the experts insist. "Test mar-
keting can provide trade level infor-
mation through observation, surveys,
and audits," Dr. Perham C. Nahl,
staff economist. Leo Burnett Co.. said
recently. "You get data both for the
test product and competing products
on displays, deals, promotions, dis-
tribution and out of stock, shelf fac-
ings and so on. You can find out
whether the trade accepts your pro-
duct enthusiastically, merely toler-
ates it, or will not stock it . . . the
test market is like a rehearsal. The
factors studied earlier are very likelv
to operate somewhat differently and
less harmoniously than we mipht have
expected in the environment of the
market place. As the psychologists
are fond of saving. 'The whole is
greater than the sum of its parts.' '
In discussing how to set corporate
criteria for new product performance,
Cilhert D. Miles, manager, creative
package department. Colgate Palm-
olive, speaking at a New Product
Seminar, answered the question what
constitutes a new product. "I like to
think of new products on three levels
with respect to degrees of novelty:
1) products which are new in brand
name and package appearance only;
2) products which perform an exist-
ing service in some new way and 3)
products which perform a new, hither-
to unimportant, service. According to
my way of thinking, the largest per-
centage of marketing successes in the
field of consumer goods must always
come from the second group. It is
here in this group that we find the im-
proved detergent, the better pair of
pliers, the new filter tip, the superior
cake mix. the improved refrigerator."
The rush of new products will tin-
2!I
SPONSOR
28 may 1962
NETWORK, agency & station reps predict new
products boom and added business for radio/tv.
(I to r) John J. Murphy, Jr., mgr., participating
pgm. sales, NBC TV; Peter Hilton, pres., Kastor,
Hilton, Chesley, Clifford & Atherton; Halsey
Barrett, dir., tv sales development, Katz Agency
:
doubtedly keep the broadcast media's
cash registers ringing merrily for
some time to come. This is the edu-
cated opinion of many agency, radio/
tv, station rep and manufacturing ex-
ecutives interviewed by a sponsor
editor.
Television will continue to be the
unchallenged medium for new prod-
uct introduction, according to Nor-
man Cash, president of TvB. Cash
cites a long and impressive list of
national advertisers who introduced
their new products via tv. Television,
according to Cash, can certainly take
the credit because it was the major
advertising medium used to promote
these products.
As more drug, toiletry and cos-
metic companies allocate budgets for
new product investments, television
test marketing opportunities will
boom, according to Joseph Chira,
vice president and director of drugs,
toiletries and cosmetic division, Mo-
gul Williams & Saylor. Among the
reasons: The heaviest investment re-
quirement media-wise is television,
and tv testing is the only way to
minimize the risk; tv is providing
more flexible opportunities for test-
ing, for example 1) network — prime
time participating spot carriers can
use delayed broadcast cities or re-
gional feeds for testing product con-
cepts or heavyweight audience ex-
posure 2) spot is becoming more
important because of the increased
flow of information on audience com-
SPONSOR • 28 may 1962
position and audience profile data
which permits more prudent selection
of potential consumers for new prod-
ucts.
"The flow of new product claims is
so great that the truly distinctive
product superiority requires excep-
tional creative demonstration," Chira
told SPONSOR. "No area testing is
more vital. While tv's potential here
is unsurpassed, so are the problems —
consequently, testing the most effec-
tive visual communication of the con-
sumer benefit is the heart of any crea-
tive copy platform."
Hardly an American company
worth mentioning is without multi-
ple new products on its planning
boards or about to be launched this
year, Halsey V. Barrett, director, tv
sales development, The Katz Agency,
told SPONSOR. Yet, the launching of
new products is one of the most un-
predictable and expensive phases of
American business, in Barrett's opin-
ion. "Although mortality of new
products is high, American business
management now realizes that the
successful introduction of new prod-
ucts is essential to corporate surviv-
al," Barrett observed. "For pre-test-
ing, testing and commercial launch-
ing, national spot tv is unique in its
qualifications as the best media ve-
hicle."
Barrett cited the new product-spot
tv successes of the Avon and the Les-
toil. "These Avill be repeated each
year," according to Barrett. Only
market-by-market I spot) tv combines
the demonstration and sales impact
of tv with a new product's acute need
for frequency of sales call and a
universality of home reach — in exact-
ly the market required, according to
Barrett. In Barrett's opinion, "spot
tv provides this kind of power for
new products on an economically
feasible basis."
On the other hand. George A.
Graham, Jr., vice president and gen-
eral manager, NBC Radio Network,
takes the position that network radio
is particularly well suited to help
launch new products. "The medium
makes possible, at an economical cost,
the tremendous frequency so neces-
sary to help gain distribution in to-
day's market place," Graham de-
clared.
The tobacco industry furnishes a
highly pertinent example, calling on
radio regularly to promote its new
brands. Graham said, citing the, case
of Philip Morris Co. when it came
out with Commander cigarettes. Other
recent examples of network radio's
participation in new product cam-
paigns are Del Monte's vitamin-forti-
fied beverages and duPont fibers, he
said.
Optimistic, indeed, was Graham.
He insisted that the "successful work-
ing relationship of network radio and
advertisers' new products promises to
reach even greater hights in the next
five years. Three times as many new
products as were produced in the
29
past decade can be expected." Graham
thought that one especially abundant
source of new products would be
the food industry which is working
on countless new ways to prepare and
package foods.
Graham's prediction regarding the
influx of new food and allied prod-
uct- is borne out by the list of prod-
ucts introduced to the consumer since
the beginning of the year — products
now in test markets or ready to go
national any moment, if not already
launched on a coast to coast basis.
Prime food prospects for the
broadcast media include 3 Little Kit-
tens Sea Food Treat (General Mills),
Sealtest Add cream substitute (Na-
tional Dairy), and such dietary aids
as Ordery High Nutrient Wafer (Bax-
ter Labs). Instant Lite Milk (Borden
Co.) test-marketed in 7 cities. In-
stant Chocolate Milk (Carnation
Co.), Metrecal Pudding (Mead John-
son), and Diet Delight Sweetner
(Richmond-Chase) .
Foremost Dairies. San Francisco,
this month began to push a low-cal-
orie milk called So-Lo. The agency,
Guild, Basconi & Bonfigli, is using
both radio and newspapers to debut
the product in California, Houston,
and certain midvvestern regions.
National Baking Co., Chicago, is
introducing its Golden Hearth Honey
Buns via Hagerty & Sullivan. The
brown-and-serve buns are making
their entrance in seven midwestern
states, as well as New York and
Pennsylvania. Both radio and news-
papers are the media, at this moment.
Borden, reaching out from its milk
confines, is beginning to distribute a
new product. Gem Flake Rolls. It
is the newest product in the refriger-
ated dough line of the company.
Product makers are ready to unlock new ones
iSordenf
Gem
i$i
*
NEW!
FOR MAXIMUM
SUN
PROTECTION
TEST MARKETS across the country are getting such new and varied products as (top)
Borden's Gem Flake Rolls in the refrigerated dough line; (lower left) Proctor-Silex compact
clothes dryer and (right) Shulton's bronztan sun stop cream for maximum sun protection
Meanwhile, the company is also ex-
panding its line of Marcelle Cos-
metics. Company officials indicated
that Borden's planned an advertising
increase of some 1!!' < over last vear,
with broadcast media destined to get
a whopping share of this business.
Main marketing experts inter-
viewed b) sponsor said the public
was only seeing the beginning of the
war for the consumer's dollar in the
low-calorie product field. \ irtuallv
every large and small companv was
preparing a product designed to keep
man's weight down and his spirits
up and that before long, the shelves
of both supermarkets and drugstores
would be filled to the proverbial raft-
ers with scientifically-planned diet
products in every imaginable form.
Nor is the drug field overlooking
the commercial possibilities inherent
in a new flock of items now being
tested or readied for national dis-
tribution. For the children of Ameri-
ca, drug makers have readied De-
congel (Bristol-Myers/Grove) ; Dura-
Med 12 Syrup (Gillette) ; Activ-Age
Multi-Vitamin (Vick Chemical) and
Unicap Chewable Multi-Vitamins
(Upjohn). A good deal of advertis-
ing will be placed in spot tv to plug
these products, it was said last week.
In the general drug field, Lever
Brothers is completing its national
distribution of Pepsodent Fluoride
tooth paste as a companion product
to regular Pepsodent. Experts say it
will give Crest, a rival tooth paste,
and other similar products, quite a
run for its money.
Lever laboratory tests, according to
company executives, indicate that
Pepsodent Fluoride has definite ad-
vantages over competitive dentifrices
in several areas. The company has
said that Pepsodent's decision to mar-
ket separate products is based on a
demonstrated demand for both the
fluoride type and the regular Pepso-
dent. When Pepsodent Fluoride was
introduced in tests, regular Pepso-
dent maintained distribution and
sales, it was reported. In addition to
network and spot tv schedules. Pepso-
dent Fluoride will get large display
space in the Sunday supplements.
Also, manufacturers of household
products are completing test-market-
( Please turn to page 52)
30
SPONSOR
2;; may 1962
MORE THAN 600 national advertisers and their agency and media guests were in the grand ballroom of the Hotel Commodore on 21 and
22 May for the ANA's spring meeting titled "A National Forum to increase the efficiency and effectiveness of advertising and marketing"
THREE TV CLIENTS PRAISED
^ Aluminum Company, National Biscuit, and Chevro-
let called "creative clients" at Spring Meeting of ANA
^ SPONSOR'S Editor shows tv commercials, reports
agency comments on advertisers, in creativity talk
by John McMillin
Let me begin by admitting that I
have deliberately and shamefully
switched signals on you.
What you're going to hear from
me is not "Holding the Viewer
Through the Commercial — a demon-
stration and analysis of tv creative
techniques" as your program states.
I accepted that title and that as-
signment very gratefully when Pete
Allport and Bill Kistler proposed it.
But the more I dug into the subject,
and the more I thought about it. the
TEXT OF ANA TALK
Here is the full text of the
illustrated talk, given last
week by John E. McMillin,
Editor of SPONSOR, to the
ANA Spring Meeting, Hotel
Commodore, New York. The
session featured presenta-
tions on marketing, research
and advertising problems.
a
SPONSOR
28 may 1962
more determined I became to use this
platform and this opportunity to air
my strong personal convictions about
one phase of advertising creativity
which I don't believe anybody talks
enough about — the role of the adver-
tiser, the client, you gentlemen of the
ANA — in the creative process.
Part of my job is to attend meet-
ings— lots of meetings. I've been at
the Homestead for the last four fall
sessions of the ANA, at the Green-
brier for three of the last four spring
meetings of the 4As, plus numerous
regional, local, and special get-
togethers and conferences.
I have heard a great deal of talk
about creativity. It is certainly the
most sizzling subject in the business
— next to the burning question of
How To Build Advertising's Image
With Opinion-Makers, Thought Lead-
ers, and Various Assorted Eggheads.
31
Alcoa's "Abstract" (through KM&G) was a finalist in the Festival's paper and foils category
But all the talk and all the discus-
sion and all the creative panels I've
heard seem to skirt nervously around
one hard fact which every experi-
enced agency man knows in his
heart: advertisers differ tremendous-
ly in their ability to get high quality
creative work from their agency con-
nections.
Today — even in some of our big-
gest and proudest agencies — there
are certain clients who are getting
about 50^ worth of creativity for
every dollar of expenditure, and there
are others, at least a few, who are
getting a creative bonus of $4 or 85
for every buck they spend.
The fault, in many cases, does not
lie with the agency, or with the agen-
cy's creative ability. Nor is it a mat-
ter of neglect or carelessness on the
part of agency management.
The plain truth is — there are some
advertisers who are superlatively
good "creative clients," who know
how to provide the climate, the lead-
ership, the inspiration for creative
work, and there are others who
haven't the foggiest idea of how to
do this.
This morning — I'd like to try to
demonstrate this point by paying
tribute to three large national adver-
tisers— all members of the ANA —
who have consistently and brilliantly
proved that they understand advertis-
ing creativity — and how to get it
from their agencies.
The three companies are, the Alu-
minum Company of America, the
National Biscuit Company, and the
Chevrolet division of General Mo-
tors. Let me hastily add, lest there
be any talk of payola, that I had
made this selection before I learned
that Harry Schroeter was to be chair-
man of this morning's meeting.
To prove my case for Alcoa. Na-
bisco, and Chevy, I'd like to show
you some tv commercials from the
recent Third Annual Tv Commercials
Festival.
As many of you know, these Fes-
tivals receive well over 1200 entries
each year. This rather staggering
mountain of commercials is divided
into 32 product groups, and careful-
ly screened by a large panel of
judges — all of them professional ad-
vertising people, drawn from practi-
cally every leading agency and ad-
vertiser organization.
Only about a quarter of the com-
32
SPONSOR
28 may 1962
mercials submitted are accepted as
finalists. More than 800 are rejected
by the judges in painfully long and
exhausting viewing sessions.
Best and runner-ups are then
picked for each product group, plus
a few special awards such as for best
series, best billboard, best animation
and other "craftsmanship" classifica-
tions.
It is by no means a foolproof proc-
ess, but I think it is easily the most
professional basis of judging adver-
tising work which has ever been de-
veloped for any phase of our busi-
ness.
Each year for the past three the
Aluminum Company of America has
finished high up in the list of final-
ists and best of group winners.
In 1962 Alcoa really hit the jack-
pot. It received top honors for the
best single institutional commercial,
first place for the best series of com-
mercials, first place in the metals and
minerals category, had a finalist in
the paper and foils category, and
won honorable mention in numerous
"craftsmanship" classifications.
Furthermore, it did this through
two agencies, Fuller & Smith & Ross
for its institutional advertising,
Ketcham, MacLeod & Grove for its
consumer products.
Surely when a single advertiser ac-
complishes all this, it cannot be an
accident. And to find out why Alcoa
is such a good "creative client," I
phoned Ed Mahoney who was re-
sponsible for producing the Alcoa
institutional series at Fuller & Smith
& Ross, and Edgar Donaldson who
handles the Alcoa consumer account
at Ketchum, MacLeod, New York.
Here is a composite of what these
two agency executives told me about
their Pittsburgh account:
• Alcoa is a leader in its industry
and insists that all its advertising,
especially its tv commercials, have
the "look of leadership."
• Alcoa agencies are under orders
to produce only advertising which
smacks of quality, and which projects
a quality image for the company.
• Alcoa stresses the need to be
progressive, forward-looking. Con-
sequently it is not afraid to reach
out in new creative directions, and
encourages its agencies to do so.
• Alcoa believes in creativity and
that the need for it is greater today
than ever before.
if:
Nabisco's "Little Girls Have Pretty Curls" took first place in baked goods and confection class
Nabi
"Flowers," also a finalist, was produced by famed Dutch puppetteer Joop Geosink
"Vesatility,"
SPONSOR
28 MAY 1962
33
Chevrolet's "Swamp" for Corvair took top honors in auto class, Chevy had 4 finalists
• Alcoa plans — its tv commercials
are not sudden one shot ideas but
carefully thought out in campaign
terms.
As an example of this last attri-
bute. Ed Mahoney detailed for me
the history of the award winning
Alcoa institutional commercials.
Alcoa executives, and the agency
account group in Pittsburgh, blocked
out a project for a series of commer-
cials on "The Qualities of Alumi-
num.'"
Once they had agreed on basic ob-
jectives, they appropriated a size-
able sum (nearly $100,000) for five
two-minute commercials on the fol-
lowing aluminum "qualities." 1)
workability, 2) reflectivity. 3) dura-
bility. \) beauty, 5) versatility. (Sub-
sequently the agency has also pro-
duced commercials on 6) strength
and 7 I stability, i
Then they handed the entire proj-
ect over to the agency producer as a
block, and he was thus able to nego-
tiate a total package with outside
production companies with substan-
tial gains in creativeness and reduc-
tions in costs.
I'd like to show you now three Al-
coa commercials. The fin-t. from the
"qualities <>f aluminum"' series, is
"Workability which at the Festival
k.i- named Best Single Institutional
Commercial of the year.
The second, also from the "quali-
ties of aluminum"" group, is "Reflec-
tivity."" which helped Alcoa win the
Best Commercial Series award. Both
these commercials are by Fuller &
Smith & Ross.
The third, titled "Abstract," is by
Ketchum, MacLeod, and was a final-
ist in the paper and foils category.
I think these three commercials
will give you an idea of the influence,
variety and power of a truly "crea-
tive client."
(SHOW ALCOA COMMERCIALS)
The second ANA member which
I'd like to salute today for commer-
cial creativeness is the National Bis-
cuit Company.
Nabisco has figured prominently in
all three of the American Tv Com-
mercials Festivals. In the 1962 Fes-
tival it had this proud score. First,
plus two other finalists in the baked
goods and confections category,
through McCann-Erickson. a finalist
in the cereals category through Ken-
yon & Eckhardt. and a citation for
"best directed" commercial.
To get a line on Nabisco as a "cre-
ative client" I called up Jack Tinker
of Jack Tinker and Partners. Marion
Harper's super-creative braintrust for
the Interpublic enterprises.
Many of you know Jack; manv
will remember his appearance on a
creat i\ it \ panel at Hot Springs in
1960. He is, beyond any doubt, one
of the foremost creative authorities
in the business. And that is why I
think you're bound to be impressed
b) what Jack Tinker told me about
the National Biscuit Company.
"Those fellows," said Tinker,
speaking of Nabisco executives, "have
an amazing sense of perspective
about the role of their products in
the lives of the consumer. Some cli-
ents have a feeling that their prod-
ucts will cure everything but cancer.
Nabisco knows precisely how their
biscuits and cookies are used, and
how they're regarded.
"Furthermore, they have an ex-
traordinary understanding that, in
this business, they are not so much1
making ads as establishing communi-
cations. They know that the means
and voices of these communications
are constantly changing, and that
they must constantly keep abreast
and ahead of these changes in order
to live in today's times.
"Finally, they regard the creative
man seriously — not stuffily but seri-
ously— as holding an important job
and being a responsible and impor-
tant part of their business."
They are all for packaged cookies,
but they could not be more different.
For the first-place winning "Little
Girls Have Pretty Curls." for Oreos,
Nabisco reached out and employed
Morris Engel. famed producer of the
feature film "Little Fugitive."
For the second. "Flowers'" for Sug-
ar Honey Grahams. Nabisco went to
Holland, to the world's leading pup-
peteer. Joop Geesink.
In the third. "Versatility" for Ritz,
Nabisco shows that it is also capable
of a solid, all round, conventional
selling job.
Here they are: (SHOW NABISCO
COMMERCIALS)
And now. finally we come to Chev-
rolet which has been called by some
experts "the most creative, versatile
advertiser in tv," and for a number
of years at that.
In the 1962 Festival, Chevrolet
took first place and had three other
finalists (out of six) in the automo-
bile division, took both first and
runnerup in the premium offer cate-
gory and had several craftsmanship
awards.
I particularly liked what Pete Mi-
randa, who is responsible for the pro-
duction of all Chevrolet Commercials
at Campbell Ewald, New York, told
(Please turn to page 52)
31
SPONSOR
28 may 1962
,
EARLYBIRDS OF MODERN RADIO
^ A decade ago, three groups made headlines with their music-and-news ideas
Where do McLendon, Bartell and Storz stand today? Has their 'formula' changed?
Iness than 10 years ago, when the
future of radio was gravely in doubt,
there appeared on the horizon a
handful of innovators — broadcasters
who made headlines with their ideas
about "formula" operations, who
charted courses toward rating domi-
nance that shook the very founda-
tions of the radio industry. Of this
small band of revolutionaries, Gor-
don McLendon, Todd Storz and the
Bartell brothers — Jerry, Lee and Mel
— were unmistakably the giants, and
they became, almost within months,
the fathers of modern radio.
Since the early days of their leg-
end-making exploits, the so-called ra-
dio image has undergone countless
metamorphoses. Changing formats
have become almost daily experi-
ences. Community image has become
an industry commonplace. Other
broadcasters — the disciples, the john-
ny-come-latelys — have become head-
line-makers themselves, both in and
out of the trade. And as often hap-
pens when inventions take on wild-
fire proportion, the inventors get
swallowed up in the noise. The Mc-
Lendon, Storz and Bartell operations
today may no longer be news — as
one rep puts it — but looking in on
them from time to time is incumbent
upon an industry owing them so
much.
SPONSOR has done just that. What
have we learned?
1. Their basic concepts (music-
and-news, the community image) are
not substantially changed. They've
stood by their guns, so to speak —
differing in market-by-market ap-
proach, less formula-rigid and more
community-integrated, more refined,
more sophisticated, but realizing the
fruits of their original designs.
2. Both commercially and rating-
wise, they remain on top of the heap,
the majority of their stations either
No. 1 or No. 2 in their respective
markets.
The McLendon operation, which
practically dominated industry dis-
cussion back in 1953-54, was in
transition toward its current thesis,
or formula, even while in transition
from traditional radio technique it-
self. In 1953, KLIF in Dallas (par-
ent station of the group) burst into
national prominence with its formula
of music and news plus razzle-dazzle
promotion. It was the first radio
station in America to stage a $50,000
treasure hunt in which the $50,000
was found. It originated a copy-
righted "Rear Window" game
through which the station was able
to put KLIF stickers on the rear win-
dows of more than 50,000 Dallas au-
tomobiles. It brought the flagpole
sitter back to prominence, staged a
world-record-breaking marathon air-
plane flight in which KLIF pilots
stayed aloft 50 days and nights,
created the "Star of Anakie" con-
test, in which the world's second
largest star sapphire — 437 carats —
was given away to a "lucky" house-
wife to wear for one week at Christ-
mas time. The insurance on the jewel
alone, it was reported at the time,
cost KLIF some $3000 for the week.
But through such flamboyant promo-
tion, KLIF became the highest rated
metropolitan radio station in the
country.
In the midst of this dizzying for-
Modern radio tenets: localizing of news,
editorializing, creating image out of sound
-x^Pl
LESS FLAMBOYANT and formula-rigid than in the early days of 'modern radio,' the McLendon, Storz and Bartell operations today stress active
competition with community newspapers, gear their stations' 'sound' to individual markets, avoid 'platitudinous concepts,' run gamut in music types
SPONSOR
28 MAY 1962
35
turn-, however, the possibility that
■•<>m leadership might rest on shift-
ing -and"' as McLendon himself has
noted became an urgent considera-
tion.
"The formula was hardly a secret
in a few months, lie told an RTES
meeting last year. "What was to pre-
\ t-iit imitation'.'' What would happen
when the public was surfeited with
stunt- and ballyhoo and giveaways
and the frill of promotion? What
happened when all the music and
new- stations sounded the same — pop
music with disc jockeys and scores
of gimmick) promotions?
"We thought we had the answer
— and we did. While we made the
most of giveaways and other flashy
promotions, KLIF earlier decided
that there was another type of pro-
motion that would endure, was large-
K not copyable, and represented a
concept that most competitors would
not figure out. The concept was that
promotion by means of giveaways or
stunts was merel\ one wa\ of bring-
ing excitement and vivacity to a ra-
dio station — and that news, properly
done, could lend the same sort of
sparkle. Colorful coverage of a con-
tinuing news story could produce
more stimulation among listeners
than the biggest contest or stunts."
As imitators of the original KLIF
razzle-dazzle sprang up across the na-
tion, KLIF proceeded with its new
"secret" formula. And while give-
aways and other spectacular radio
gimmicks became banal, the McLen-
don operation continued to thrive —
its real promotional foundation rest-
ing firmly upon news; upon on-the-
spot mobile news, a fleet of mobile
reporters, more than 12,000 remote
news broadcasts a year (nearly two
every hour ) .
Other ingredients helped account
These 5 broadcasters were headline-makers
'FORMULA' operation for independent radio stations was national news when these men broke
from network tradition. Top row (l-r), Todd Ston; Gordon Mclendon; Below (l-r), Lee Bartell,
Jerry Bartell and Mel Bartell, the three brothers heading the Bartell Family Radio group
for the continuing success:
1. Active competition with Dal-
las's newspapers.
2. Localization of most of the
news stories.
3. Editorializing constantly — and
hard.
4. Using the news department for
public service purposes — not, says
McLendon, for profit.
All in all. the formula was, and is:
music plus news, and news, and
news.
"More and more," McLendon
sums up, "independent radio will
abandon the sham and the scream,
the fever and the frantic, the jarring
and juvenile, the hoopla and the hot-
rod, to turn the tripod of history
around again, and foursquare, our
great antagonist — the newspaper."
But while the news philosophy un-
derscores all the McLendon opera-
tions, the "sound" differs from mar-
ket to market. KABL in San Fran-
cisco, for example, has a sound not
only different from the McLendon
Texas stations', but one new to the
San Francisco market, romancing it,
so to speak. Or, as one New York
rep describes it, "a WPAT with
bizazz."
The Bartell Family Radio group
relies less heavily on the early-day
formula concept, too.
"During the incipient and forma-
tive stages of modern radio," says
Lee Bartell, executive vice president
and managing director of the group,
"the concept itself was sufficient to
project a station into a prominent
position. In most markets today this
is no longer possible. Each market
must be regarded as unique and in-
dividual, and a variant must be tail-
ored which will satisfy the larger
needs of the community. This re-
quires not only the determination of
a definitive concept, but its imple-
mentation on a constant and continu-
ing basis."
It is no longer adequate to pro-
gram on a "formula" or a "top 40"
or a "popular music" basis, the Bar-
tells maintain. They feel that suc-
cesses of the past, which may have
been based on these "platitudinous
concepts," no longer provide guide-
posts for future accomplishments.
(Please turn to page 53)
36
SPONSOR
28 may 1962
I ALL COMMERCIALS are live and in color, delivered by Bill Hamilton, Polk Bros.' official voice, here showing a recent rose bush promotion
COLOR TV MAKES LOCAL HIT
^ Putting complete faith in the power of color tv advertising for the last 5 years,
a furniture and appliance retailer has increased sales to $70-90 million a year
C CHICAGO
olor tv, long time the filet mignon
of a few national advertisers, has
proved a meaty success on the local
level for Sol Polk of Chicago's Polk
Bros, furniture and appliance retail
store.
Polk, a local merchant who sells
$70-90 million in volume annually, is
sold on color tv to push his merchan-
dise. As the 44-year old dynamo be-
hind nine local outlets, Polk works
with a $2.5 million annual ad budget,
with 55% of it in radio and tv —
placing as much as possible in color
tv. Much of this expenditure is in
the form of manufacturers' co-op
funds. (Polk deals in nothing but
'COLOR tv advertising lifts sales," says Sol
Polk, dynamo behind Polk Bros, retail stores
SPONSOR
28 MAY 1962
nationally advertised brands.)
"Advertisers are missing the boat
when they refuse to recognize the
possibilities of color tv," says Polk.
Notably, if Polk conducts the largest
single operation of nationally adver-
tised brands in appliances, furniture,
and carpets, as he claims (and no-
body has ever disputed), then he
proves his point.
The "colorful decade" is how Polk
describes our current era, on which
he feels national advertising is mere-
ly on the threshold. Based on his
track record, Polk is probably right
in what he envisions for color's fu-
ture. Not only does he acknowledge
quite freely that tv advertising is
37
OFTEN called the P. T. Barnum of merchandising, Polk believes flash and color in store promotion go hand-in-hand with his great color tv outlay
what has built his merchandising em-
pire, hut for the past five years all
Polk commercials have been in color.
Polk's tv schedule has run consist-
ently, 52-weeks per year, with vary-
ing frequency sine el957 when
WNBQ, NBC's Chicago o&o, switched
to a color operation. Live, color
commercials are the spearhead of all
Polk Bros, promotion.
Polk's television schedule, now en-
tirely on WNBQ, includes one hour
and 45 minutes nightly. Monday
through Friday, from 12:05 to 1:45,
featuring a 15-minute news report in
color, re-run from 5:45 the same
evening. It is Polks belief that most
people, not home at 5:45, appreciate
the opportunity to watch this news
strip at a time more convenient. After
the news, three half-hour svndicated
films are run. such as. Man From
Cochise, Campy' s Corner, Walter
Winchcir.s File, Meet McGraw, and a
color half-hour. Vagabond. The film
schedule is varied to include mvsterv.
adventure, information shows. In ad-
dition. Polk heavies up with as many
as 50 or 60 additional minutes. 20s.
and 10s at various times, depending
on marketing opportunities and pro-
motions.
The human element in tv is very
important to Polk. In addition to
cross-merchandising ads from other
media, demonstrating appliances and
equipment, Polk commercials have
featured such guests as manufactur-
ing company presidents and Polk
customers. No other medium offers
the same contact with the public.
Polk believes. Equally important is
the tv opportunity to convey excite-
ment of various Polk promotions
featured with equal regularity in ra-
dio copy.
Polk's radio schedule, also on a
53-week basis, is spread over six
stations, including one fm and two
suburban. Radio commercials range
in frequency from 15 to 55 spots per
week, are a combination of live and
recorded. The heaviest schedule is on
WMAQ because of weekend Monitor.
It is Polk's conviction that color
tv is one of the most potent forces in
America's progress at the present
time, comparing its present stage of
development to that of the auto in-
dustry immediately following World
War II. "It's the latest and greatest,"
he extolls. "Color tv will affect many
phases of this country's way of life,
including a more colorful existence
in such areas as home furnishings,
men's and women's fashions, and in
the field of education, particularly
science education. It will do away
with general drabness, so apparent
in many homes, particularly among
the underpriveleged," Polk says. And
he cannot understand why advertisers
are not using this medium to more
advantage, because he feels that color
tv is unexcelled as a powerful sales
stimulator.
Until 1961, Chicago was the un-
disputed leader in sale of color tv
sets, a field in which Sol Polk has
pioneered. As early as 1956, Polk
was promoting color receivers not on
his own display floors, but to the
trade, to advertisers, and to agencies.
His efforts have generally been ac-
knowledged as the reason for Chica-
go's high percentage of color tv. with
sets in use. According to recent SRDS
figures, New York has caught up.
with the same number of sets in use.
But the third ranking market. Los
Anseles, has only 40.000 color sets.
Polk also points out that color tv is
the best way to sell color tv.
Polk claims to have sold the first
color tv set in Chicago. It is his aim
(Please turn to page 59)
38
SPONSOR • 28 MAY 1962
SPECIALS— HOT THIS SUMMER
^ Numerous specials dot the tv schedule this summer
on CBS and NBC; the public is getting public service
^ Reruns are the usual fare with only a few new shows
sprinkled throughout the lineup, ending in September
I he 1962 summer schedule, unlike
past ones, shows hypoed activity in
summer specials.
NBC is presenting a raft of special
repeats, most of which will be placed
in two time slots — 9:30-10:30 p.m.
Friday and 10-11 p.m. Monday.
CBS has scheduled specials through-
out the summer schedule. Their spe-
cials are both repeats of those run
during the '61-'62 season and orig-
inals.
At press time ABC had not yet
finalized its summer specials sched-
ule and could give us no indication
of whether this trend of an enlarged
program of summer specials would
carry over into their lineup.
In general, sponsors are buying
minutes on these specials. This is es-
pecially evident on the NBC actuality
repeat program.
This type of setup is economically
good for both network and sponsor.
Relieved of production costs for the
program, the network can sell the
show for less.
The viewer will get more public
service this summer than last, much
of it reruns.
Here is a run-down on the activity
in specials:
Thirteen Fridays from 9:30 to
10:30 p.m. on NBC will be occupied
by Purex Corporation (Edward H.
Weiss) specials. The series will con-
sist of two new programs and 10 pro-
grams selected from the Purex spe-
cials of the 1961-62 season plus one
other.
Rober' Ruark's Africa, 25 May.
will be an original, color broadcast.
Germany: Fathers and Sons, 15
June, original.
Repeats are: The World of Bob
Hope, 6 July; The World of Billy
Graham, 13 July; The World of
Jimmy Doolittle, 20 July ; The World
of Sophia Loren, 27 July; What's
Wrong with Men?, 3 August; The
Glamour Trap, 10 August; The In-
discriminate Woman, 17 August; The
Lonely Woman, 24 August; The
Problem Child, 31 August, and The
Good Ship HOPE, 7 September.
The 14 September presentation will
be announced later.
A series of first repeat actualities
are scheduled for the Monday, 10-11
p.m. time slot. These are:
Peace Corps in Tanganyika, 16
July, American Tobacco (SSC&B),
Glennbrook Labs (D-F-S).
Beyond the Threshold, 23 July,
American Tobacco (SSC&B), Glenn-
brook Labs (D-F-S), Edward Dalton
Co. (Metrecal) (K&E).
Gentle Persuaders, 30 July, Ameri-
can Tobacco (SSC&B), Glennbrook
Labs (D-F-S), Edward Dalton (K&E).
This is an NBC News original.
Vincent Van Gogh: A Self Por-
trait, 6 August, American Tobacco
(SSC&B), Glennbrook Labs (D-F-S),
Lehn&Fink (GMM&B).
Japan: East is West, 13 August,
American Tobacco (SSC&B), Glenn-
brook Labs (D-F-S).
Threshold for Tomorrow, 20 Au-
gust, American Tobacco (SSC&B),
Glennbrook Labs (D-F-S).
Sentry Abroad, 3 September, Amer-
ican Tobacco (SSC&B). Glennbrook
Labs (D-F-S).
Germany: Fathers & Sons, 10 Sep-
tember, American Tobacco (SSC&B I.
Glennbrook Labs (D-F-S), Lehn &
Fink (GMM&B), Singer Sewing Ma-
chine Co. IY&R).
Three more are to be announced
later — 27 August, 17 September, and
24 September. American Tobacco
(SSC&B) and Glennbrook Labs
(D-F-S) will sponsor the 27 August
special.
CBS specials are:
Julie and Carol at Carnegie Hall,
9 June, 10-11 p.m., Thomas J. Lipton
(SSC&B).
Noah and the Flood, 14 June, 9-10
p.m., Breck (Reach, McClinton).
The First Day (Westinghouse Pre-
sents), 20 June, 10-11 p.m., West-
inghouse Electric Corp. (McC-E).
John Browns Body (repeat), 21
June, 8:30-9:30 p.m.
Miss Universe Beauty Pageant, 14
July, 10-11:30 p.m., Procter & Gam-
ble (Grey), $200,000.
Carnegie Hall Salutes Jack Benny
(repeat), 31 July, 9-10 p.m., Lever
Bros. (SSC&B).
Miss America Pageant, 8 Septem-
ber, 9:30-12 p.m., Philco (BBDO),
Westclock (BBDO), $200,000.
The Judy Garland Show (repeat),
19 September, 10-11 p.m., Chem-
strand Corp. (Doyle, Dane), The
Kitchens of Sara Lee (Hill. R, M&S).
Opening Night at Lincoln Center,
23 September, 9-10 p.m.
Girl Scouts' '62 Senior Roundup,
24 September. 9-10 p.m., General
Foods (Y&R).
The rest of the summer picture is
drabber. The majority of the pre-
vious season's shows will continue
through the summer, running reruns
of programs shown.
The summer rerun schedule has al-
ready begun for some shows. The
majority, however, will show orig-
inals until mid-June or early July.
The new fall line-up begins in min-
or late September.
Turn page for the complete 1962 summer schedule
SPONSOR o 28 MAY 1962
Here is the up-to-date schedule for the summer season of 1962;
rer
SUNDAY
ABC CBS NBC
MONDAY
ABC CBS NBC
T
ABC
UESDA
CBS
Y
NBC
Wl|
6:00
No net service
The 20th
Century
(R 5/13-9/21)
D-F
Meet the
Press
I-L
ABC
Evening
Report
No net servici
No net service
ABC
Evening
Report
No net service
No net service
ABC 1
EveninJ
Report! ■-,
Maverick
\v r
Endt 7/1
Mr. Ed
(R 5/6-9/9)
Sc-F
This is
NBC News
(6/3-9/16)
N-L&F
No net servici
No net service
No net ser 5
*
6:30
Walter
Cronkite
News
N
Huntley-
Brinkley
Report
XL
Walter
Cronkite
News
N
Huntley-
Brinkley
Report
H-L
7:00
Lassie
(R 6/3-9/23)
A F
Bullwinkle
ilt 5 27-9/16)
Sc-F
No net service
No net servici
No net service
No net service
No net service
No net service
No net sen r'
7:30
Follow the Sun
iR 1 15-9/9)
A F
Dennis the
Menace
<R 7/8-9/23)
Be V
Walt Disney's
Wonderful
World of
Color
-It I 22-9/16)
An-F
Cheyenne
It 5 7-9 ID
W-F
To Tell the
Truth
(B 7 9-8/27)
Sc-F
No net service
Bugs Bunny
(It 1 '10-9/25)
Sc-F
Marshal
Dillon
Not for net sale
Laramie
ill 1 24-9/18)
W-F
Howard K •
Smith, Nev
& Commei
N
8:00
Ed Sullivan
Show
(R 7/1-9/23)
V
Pete & Gladys
(R 6/25-9/10)
Sc-F
National
Velvet
(R 4/9-9/10)
A-F
Bachelor
Father
(R 7/3-9/25)
3C-F
Password
Q L
Straightaw?
TIIA 7/4
8:30
Hollywood
Special
<R 7/22-9/16)
IT
Car 54, Where
Are You?
Tl'.A (6 24-9/9)
The Rifleman
Law of the
Plainsman
(R 7/9-9/24)
W-F
Father Knows
Best
(U to 9/24)
Sc-F
Price Is Right
Q-F
New Breed
(R fi/12-9/25)
My-F
Dobie Gi II is
(R 6/19-9/18)
Sc-F
Alfred
Hitchcock
Presents
(II 7/10-9/25)
My-F
Top Cat i
(R 5/9-9/HI
9:00
• General
Electric
Theatre
(II fi/10-9/16)
A F
Bonanza
(R 5/27-9/16)
W-F
• Surfside
Six
(R 7/2-9/24)
A-F
Danny Thoma<
9-9:30 &
Andy Griffith
9:30-10
Lucy & Desi
Comedy Hour
(R 7/2-9/12)
(' V
87th Precinct
(R 5/7-9/11)
My-F
• Red Skeltor
The Comedy
Spot
(R 7/3-9/18)
C-F
Dick Powell
(R 5/8-9/18)
An-F
Hawaiian
Eye
lit fi 27-9/jI
My F
9:30
Jack Benny
Face to Face
0/16)
r
Yours for a
Song
Q L
Ichabod &
Me
(R 6/12-9/18)
Sc-F
10:00
Candid
Camera
(R 7 '8-9/23)
Au
DuPont Show
of the Week
(R 7/1-9/9)
An
Ben Casey
(R 6/4-9/21)
Dr-F
• Hennesey
lit -.11-9/17)
So 9"
Thriller
• First Run
Repeat
Actualities
IR 7/16-9/10)
N r
Alcoa
Premiere
(R 7/3-9/11)
\n F
Garry Moore
Talent Scouts
(7/3-9/18)
V L
Cain's 100
ill 5
My-F
Naked City
10:30
Lawman
(B 7/1-9/3
W I'
What's My
Line
Pre- recorded
(7/29-9/2)
Q
I've Got A
Secret
lit 7 '9-9/3)
• 1
lit 7
My F
1
• - ee preceding page f"r more information). TV, Sunday, 11-11:15 p.m.; ABC News Final, ABC TV, Sundny-Fridaj
ly regularly scheduled programs not listed are: Tonieht. NBC TV, 11-11:15 p.m. Program types are indicated as follows: (A) AdvenM
Monday-Friday, 11:15 p.m.-l a.m.; Walter Cronkite with tlie News, CBS (An) Anthology, (Au) Audience Participation, (C) Comedy, (D) Roct
40
SPONSOR • 28 MAY 1962
»!
reruns, replacements, and specials indicated in time slots
W SDAY
AB BS NBC
ki
it service
falter
onkite
'lews
No net service
■
it service
n Show
to 9/12)
idow on
n Street
?/30-9/12)
Jeckmate
L
Huntley
Brinkley
Report
No net service
THURSDAY
ABC CBS NBC
ABC
Evening
Report
No net service
No net service
No net service
Wagon Train
<R 6/20-9/12)
W-F
Joey Bishop
Rebel
(R 5/16-9/12)
W-F
Perry Como
Kraft
Mysteries
• Van Dyke
Show
iMy-F
-9/19)
Bob Newhart
llrmstrong _, *"
iCircle Pla,y Y°ur
theatre Huncn
(6/20-9/26)
I 7/4-9/19) Q-L
S. Steel
Hour
ith David
Brinkley's
Journal
Ozzie &
Harriet
(R 4/26-9/20)
Sc-F
Donna Reed
Show
(R 6/21-9/20)
Sc-F
Real McCoys
(R 7/5-9/20)
Sc-F
Walter
Cronkite
News
No net service
Oh Those Bells
Accent
(6/7-9/13)
Frontier
Circus
(R 5/31-9/20)
W-F
No net service
Huntley-
Brinkley
Report
No net service
Outlaws
(4/5-9/13)
W-F
FRIDAY
ABC CBS NBC
-we—
Evening
Report
No net service
No net service
Soupy Sales
Show
Margie
(R 4/20-9/28)
Sc-F
My Three Sons
(R 6/28-9/27)
Sc-F
• Groucho £Jm
Brenner
Dr. Kildare
(R 5/31-9/20)
My-F
Margie Gertrude Berg Hazel
Law & Mr.
Jones
(R 7/19-10/4)
An-F
Zane Grey
Theatre
The Lively
Ones
I (R 4/12-9/20) . <B 8/2-9/20)
W-F iMu-F
Untouchables
(R 7/12-9/20)
My-F
(R 7/4-9/26)
r
CBS Reports
Sing Along
with Mitch
(R 5/17-9/20)
Mu-L
Hathaways
(R 4/6-9/28)
Sc-F
Flintstones
(R 5/4-9/21)
Sc-F
No net service
Walter
Cronkite
News
No net service
Rawhide
(R 5/25-9/14)
IW-F
No net service
Huntley-
Brinkley
Report
SATURDAY
ABC CBS NBC
No net service
No net service
No net service
International
Show Time
(R 5/4-9/7)
V-F
Route 66
(R 6/8-9/14)
A-F
77 Sunset
Strip
(R 7/6-10/5)
My-F
Robert
Taylor's
Detectives
(R 5/25-9/21)
My-F
Father of the
Bride
(R 6/8-9/14)
Sc-F
Target: The
Corruptors
(R 6/22-9/21)
My-F
Twilight
Zone
(R 6/8-9/14)
An-F
Bell Tel./
Dinah Shore
...
J TBA 6/8. 6/29
• Purex
Specials
5/25. 6/16, 7/6
9/7 (R)
*«■"" "W?
\ P
N-F
Matty's
Funnies
Calvin & the
Colonel
(R 6/16-9/8)
Sc-F
Room for One
More
(R 7/28-9/15)
Sc-F
Leave It to
Beaver
(R 7/7-9/22)
Sc-F
Lawrence Welk
Show
No net service
No net service
No net service
Perry Mason
(R 6/2-9/22)
My-F
Defenders
(R 6/2-9/8)
My-F
(R&L through-
out summer) 0 nave Gun
Mu-L
Will Travel
(R 6/9-9/1)
W-F
No net service
No net service
No net service
Wells Fargo
(R 6/9-9/22)
W-F
Tall Man
(R 6/2-9/1)
W-F
Fight of the
Week
Sp-L
Make that
Spare
Sp-L
> Gunsmoke
(R 6/2-9/1)
W-F
Sat. Night
Movies
(R 4/21-9/15)
FF
.tary, (F) Film, (FF) Feature Films, (I) Interview, (J) Juvenile, Panel. (R) Repeats, (Sc) Situation Comedy, (Sp) Spots, (V) Variety,
| Live, (Mu) Music, (My) Mystery-Suspense, (N) News, (Q) Quiz- (W) Western, thin line rule, 15 min. programs; ***, winter show above.
SPONSOR • 28 MAY 1962
41
BANKERS Trust Co. vice president Alex Adams (right) talks over assignment with sound correspondent Simon Ballam on deck of U.S. Coast Guard
cutter Oak in New York's lower bay. Ballam's portable recorder, partly visible, taped harbor sounds and crew-talk for bank's radio programs
BANK PAYS INTEREST TO RADIO
^ New York's Bankers Trust Co. allocates $220,000 for radio "sound portraits"
to supplement print's photograph campaign to set identity as the Gothamites' bank
r\n assignment for a Bankers Trust
Co. "portrait in sound" can lead a
sound correspondent and his ever-
present tape recorder from the thun-
dering echo of Manhattan's subways
("Underground Sounds") to the
bone-rattling nearness of "New York's
Tower Clocks" to the whispery still-
itop the Empire State Building
("New York Tourists" I.
The on-location tapes, bank vice
president Alexander B. Adams said,
are cut and edited and used in the
bank's radio campaign "to present the
bank a* the bank for the real New
Yorker through the unrehearsed opin-
ions of 'real' people in their own
surroundings."
The five-minute "New York — A
Portrait in Sound" programs (or "in-
stant documentaries" as the bank re-
fers to them) were conceived by
Adams and Gerald Roscoe, vice presi-
dent of Donahue & Coe, the bank's
advertising agency.
The field work and research is
handled by Film Tech Sound Actuali-
ties. Inc. The sound correspondents,
who are out all hours of the day and
night in all kinds of weather, are
Robert Franklin and Simon Ballam.
In "love" with their work, they al-
ready have taped 40 of the 54 sound
portraits for the vear. Four are holi-
day specials. Interviewees include
"hard-hat" harbor divers, song plug-
gers, night workers and many others.
The portraits, of which 3 minutes
and 50 seconds are documentary, are
aired a total of 14 times each week-
end. They run once Saturday and
once Sundav. between noon and 9
p.m., on WCBS. WNBC. WNEW.
WOR and WQXR. all New York,
WPAT. Paterson .and WVNJ. New-
42
SPONSOR
28 may 1962
ark, both N. J. The agency's media
department, working within the bud-
get, considers this schedule "the best
to reach the largest, diversified, un-
duplicated audience.'"
This campaign, which began in
January, represents Bankers Trust's
second year in radio and nearly 10^ ,
or $220,000, of its total advertising
budget.
A television sports program was
tried in 1956, '57 and '58. Then last
year, the bank began using five-minute
radio vignettes instead of standard
one-minute commercials. But these,
the bank and the agency decided, did
not have the life-like quality of the
photographs in the banks extensive
print campaign. How to achieve this
quality was mulled by the execs
through the summer and fall of 1961.
Adams and Roscoe wanted some-
one who would put a new look into
radio. What was needed was a quick
ear, a willingness to get out of the
studio and a creative approach to an
off-beat problem.
Finally, in November. Roscoe and
Adams came upon the team they
wanted — Robert and Joan Franklin
of Film Tech Sound Actualities.
Franklin, a well-known radio and
recording executive, had abandoned
the agency business to set up his own
studio in partnership with Herbert
Moss, who also owns Gotham Record-
ing Corp.
IN NEED of recharging, East Rockaway Fairway flashing light buoy is held by winch. Boat-
swains mate 1st Howard J. Pepper straightens lines. Tape recordists spent 10 hours with crew
MORNING FOG kept Lieut. Philip G. Le-
doux busy picking the Oak's way through har-
bor while tape picked up bells, whistles, etc.
During the numerous meetings that
followed. Adams, Roscoe, and Frank-
lin were more sure of what they did
not want than of what they hoped to
accomplish. They did not want a
straight documentary; the five-minute
slot did not permit time to develop a
story. They did not want a short
lecture; it would be dull for the list-
ener. They also did not want a mont-
age of sounds with no thread to hold
them together.
They wanted to achieve the same
emotional impact as the bank's photo-
graphs; a slice of New York life tak-
en at a particular moment.
The routine can best be illustrated
by the "Coast Guard Cutter Oak""
portrait recorded in February. The
subject having been agreed upon,
Adams, Franklin, and Ballam board-
ed the cutter at dawn at Staten Island.
For 10 hours they taped interviews
and background with the crew as it
went about servicing aids to naviga-
tion, repairing, finding and replacing
buoys and supplying Ambrose and
Scotland lightships.
Back at the Film Tech Sound
studios. Franklin's wife, Joan, dubbed
off the tapes, which ran for hours, to
seven minutes. These were then edited
to time by the execs and spliced by-
Mrs. Franklin. A commentator later
contributed continuity.
"We need a minimum of four
hours of tape for a program," Mrs.
Franklin said. "The average is about
six hours."
Adams (a former FBI man. editori-
al writer, naturalist, boatman, and
author of "Thoreau's Guide to Cape
Cod" soon to be released by Devon-
Adair) said the portraits have been
well received by the public and he
indicated that the bank most likely
will renew the series next Januarv. ^
SPONSOR
28 may 1962
43
DAYTIME SUMMER TV HEATS UP
^ The summer audience is outpacing winter in growth
with 16% rise in daytime viewing since '59, reports TvB
^ Other studies point out the vastly increased teen-age
and male audience in summer viewing during daytime
r\> summer tv buying moves closer
to the season, research from several
sources indicates that daytime sum-
mer viewing will hit a new peak this
year and nudge nearer to year-round
\ icw ing labels.
Accompanying the rise in viewing
and the drop in seasonal rates is a
Hurry of activity from advertisers,
both summer regulars and newcom-
ers.
A comparison of summer audi-
ences since 1959 was released last
week by Television Bureau of Ad-
vertising, based on Nielsen national
audience data (see charts, next page) .
The comparison shows that the num-
ber of television homes viewing dur-
ing the average minute has increased
by 16' { in the past three years, mak-
ing the largest gain in daytime view-
ing during the summer of 1961. The
increase pushed the percentage of
homes using television during June.
July, and August (Monday-Friday,
8 a.m. -5 p.m.) to 17.8, just a shade
under the percentage for the full year,
19.4' , .
At the same time, TvB released
comparisons of net and spot expen-
ditures by major product categories,
with percent change from 1960 to
1961 (see chart below).
Industry observers point to a num-
ber of reasons for the growth in sum-
mer daytime viewing.
"Men are home on vacation and
the children are out of school for the
summer," commented Ed Bleier, di-
rector of daytime sales, ABC TV.
"This greatly increases the number
of viewers per set," he told sponsor.
The teen-age audience rises signifi-
cantly in the summer daytime peri-
ods. Figures reported by Television
Advertising Representatives show that
viewing by teenagers is 77' , higher
in the summer from 9 a.m. to 6 p.m.
1 he same report indicates that teen-
age viewing for the entire day is prac-
tically unchanged between summer
and winter. From 9 a.m. to midnight,
the number of teen-agers watching
television during the average quarter-
hour declines only 2.9'7 between
January and August.
In comparing sets-in-use with the
number of teen-age viewers for Jan-
uary 1961 and August 1960 (based
on national Nielsen data, Mon.-Fri.,
What product categories spent in tv in '61, % change
change
Spot tv Network tv Total tv over
(000) (000) (000) 1960
Spot tv
(000)
Network tv
(000)
%
change
Total tv over
1000) 1960
Agriculture
1,191
1,632
2,823 -18.2
Ale, beer & wine
52,667
6,315
58,982 +3.6
Amusements
1,722
1,193
2,915 +11.1
Automotive
17,054
46,652
63,706 +17.2
Building material, etc.
2,081
16,063
18,144 +20.0
Chemicals institutional
—
113
113 -74.6
Clothing, furnish., acces.
10,107
5,364
15,471 -23.9
Confections, soft drinks
39,083
23,005
62,088 -17.4
Consumer services
18,702
22,289
40,991 -7.2
Cosmetics, toiletries
59,803
94,515
154,318 +9.2
Dental products
16.868
33,775
50,643 t 30.4
Drug products
44,143
94,377
138,520 -10.1
Food, Grocery prod.
170,988
131,169
302,157 +9.1
Garden supp., equip't
787
308
1,095 -11.8
Gasoline, lubricants
21,746
18,860
40.606 -1.4
Hotels, resorts, etc. 490 —
Sources iro TvB. LNA-DAR »nd N. C. Rorabaugh
490 -52.5
Household appliances
4,756
10,910
15,666 -31.3
Household cleaners
23,804
36,941
60,745 -0.8
Household furniture
2,027
5,550
7,577 -26.9
Household general
6,073
9,159
15,232 -4.0
Household paper
7,217
15,553
22,770 +28.6
Laundry prod.
48,185
51,495
99,680 +15.5
Notions
105
166
271 -27.9
Pet products
8.166
8,372
16.538 +1.7
Publications
3.082
1.829
4,911 -2.0
Sporting goods, toys
10,979
5,745
16,724 +90.9
Office equipment
680
1,544
2,224 +9.0
Tv, Radio, Phonograph
707
2.652
3,359 -46.8
Tobacco products
29,737
84,868
114,605 +1.8
Transportation, travel
4,873
83
4,956 +3.3
Watches, jewelry, cameras 2,732
16,220
18,952 -9.6
Miscellaneous
6,843
2,144
8,987 -4.1
11
SPONSOR
28 may 1962
9 a.m. -midnight), TvAR learned these
facts about the summer teen-age au-
dience.
• The number of teen-age viewers
from 9 a.m. to noon in August was
216.1% higher than in January, al-
though sets-in-use declined 18.6%.
• From noon to 6 p.m., the sum-
mer teen-age audience was 54.2%
higher than the winter audience, al-
though set-in-use dropped 26.1%.
• The teen-age audience dropped
31.1% in the summer from 6 p.m.
to midnight, while sets-in-use were
down 31.2% from the winter figures.
• Certain periods stand out with
the greatest increase of teen-age view-
ers in summer. From 10 to 11 a.m.
the audience increases 2419? ; from
11 a.m. to noon it rises 236.4% ; and
from 2 to 3 p.m. viewers are up
228.3%.
"These figures point up the fact
that daytime television is an ideal
medium for selling teen-agers during
the summer months. With stations
offering special summer rates or
plans, an advertiser can actually get
better value during the summer than
in the winter," according to Robert
Hoffman, v.p. for research, TvAR.
The rep firm arrived at the data
on teen-age viewing by projecting
Nielsen sets-in-use, viewers-per-set,
and audience composition against the
number of television homes in the
u. s.
Among advertisers with summer
network activity. ABC reports sales
to Polk-Miller (Sergeant's pet prod-
ucts), Dr. Pepper beverages, Coca-
Cola (heavy summer tv push in day-
time and nighttime), Pharmacraft for
its Allerist hayfever combatant. Pa-
per Novelty Co. and Fonda Container
Corp., both advertising heavily for
picnic plates, paper cups, etc.
An example of one product that
expanded net tv after a summer
schedule is Nestea, Avhich ran a sea-
sonal schedule last year, is on the air
this summer as part of a 52-week
campaign.
Net tv campaigns are also planned
this season for Springmaid sheets
(August white sale), Esquire shoe
polishes, Mennen for baby products
and summer antiseptics.
Lehn & Fink is planning summer
tv for its Medi-quick skin cosmetic,
introduced last summer with a net-
Summer audience up 16% since 1959 . .
% OF TV HOMES VIEWING DURING AVG MINUTE
JUNE, JULY, AUG. (8 A.M. ■ 5 P.M.! M-F
1959 ,-««,. s.
1960 iiiiimiiimiii in— iiiriiiiiiii—
1961
% CHANGE
16.2%
FROM 1959
16.8%
t 3.7%
17.8%
i 9.9%
NUMBER OF TV HOMES VIEWING DURING AVG. MINUTE
JUNE, JULY, AUG. (8 A.M. -5 P.M.) M-F
1959 whmmmmwmi Wiiiiilii
1960 i— mimwn win .mi
1961
7.170,000
7,594,000 • 5.9%
8.348.000 ■ 16.4%
DAYTIME audience has steadily increased since 1959, shown greatest rise in summer, 1961.
Number of tv homes is up 16.4%. Figures are computed from national Nielsen audience data
work campaign. Heavy seasonal buy-
ing is also reported for suntan prep-
arations, headed by Noxzema and a
sprinkling of new products. For a
full report on new product advertis-
ing, see "New Products? Watch
Out!" page 27.
The networks find that summer
periods are particularly attractive to
new advertisers who have the incen-
tive of rate-card reductions, partic-
ularly for daytime schedules where
audiences are not that much different
from winter levels.
The networks vary in the summer
rate offered advertisers. ABC TV,
whose winter rate is lower than either
NBC or CBS, drops its daytime rate
by 15 to 25%. CBS and NBC each
reportedly cut their rate by 30%.
Television stations, too, offer spe-
cial summer rates for spot advertis-
ers, promoting the effectiveness of
summer tv to help the advertiser beat
seasonal sales slumps. With summer
viewing nearing winter levels during
the daytime, an increasing number of
summer advertisers could boost tv
billings significantly during the June-
August period. ^
■ as viewing nears year-round level
% OF HOMES USING TELEVISION
1961
31.4%
19.4%
17.8%
28.8%
FULL YEAR JUNE -AUG.
M0N.-FRI. 8 A.M. -5 P.M.
FULL YEAR JUNE -AUG.
M0N.-SUN. 10 P.M. -I A.M.
GAP between summer and winter viewing narrowed in 1961 during daytime and late night
viewing times. Little difference was noted between June-Aug. and full year % of homes
SPONSOR
28 MAY 1962
45
Capsule case histories of successful
local and regional television campaigns\
TV RESULTS
AUTOMOBILES
SPONSOR: Bartram Chyrsler Plymouth AGENCY: Gordon E. Cole
Advertising
Capsule case history: Fred Bartram. in the automobile
business in Rochester for many years, expanded his agency
in January to become Bartram Chrysler Plymouth. To per-
sonalize and publicize his agency's new name quickly, Bar-
tram turned to WHEC-TV, Rochester. He started sponsor-
ing the Sunday night Sports Journal, the 11:15 p.m. to
11:25 p.m. sports show featuring Homer Bliss with sports
results, scores, and interviews, on a 52-week basis. The
slogan "Freddy is reddy, featured on the show, has become
a familiar phrase in Rochester, and Fred Bartram. Clem
Guider. his sales manager, and salesmen who appear at times
on the show, are immediately recognized and greeted in
public b\ viewers — all potential customers. Substantial
sales increases were enjoyed by the complete line of Chrys-
lers. Plymouth.*, and Valients. and Bartram's plans to in-
crease their budget to include a Sunday evening news show
on the station. WMEC-TV proved to be the perfect vehicle.
WHEC-TV, Rochester, New York Program
PEST CONTROL SERVICE
SPONSOR: Manuel Termite Company AGENCY: Direct
Capsule case history: R. W. Manuel, owner of Manuel
Termite Company, successfully solved his problem of how
to obtain sales results on a small advertising budget by
capitalizing on the popularity of the television personalities
on KOTV, Tulsa. On his relatively small budget, Manuel
initially purchased two one-minute spots in Betty Boyd's
Woman's Page program (12:15 p.m.) and four one-minute
spots in Ball Hyden's 7 a.m. Sunup. The extra impact of
endorsement by well-known KOTV personalities on their
own live programs brought 68 new accounts, or a 50% in-
crease, to Manuel in April, the first month he was on the air.
and more new business is pending from free termite in-
spections. This was proof positive to Manuel of how a
small business can economically pain recognition in a hurry.
To maintain and service the new accounts brought in by
K()T\. Manuel ha- expanded his staff and purchased an
additional truck. May business is now surpassing \pril.
KOTV, Tulsa, Oklahoma Announcements
FOOD
SPONSOR: Gordon Potato Chips
AGENCY: Direct
Capsule case history: In Charleston, S. C, a local potato
chip manufacturer discovered that the best way to beat the
national giant potato chip makers at the sales game is to
take their sales messages to a television station affiliated
with the Community Club Awards. This was the experi-
ence of Gordon Potato Chips Company, Charleston. South
Carolina, when it bought air time on tv station WUSN.
Gordon bought participation in six Community Club Awards
cycles at WUSN. Each cycle is 13-weeks in duration and
is scheduled twice a year at this station. During each
cycle, the potato chip maker asked purchasers to return the
used bags of potato chips as proof of purchase. After the
sixth cycle, Gordon reported that the proof of purchase had
increased from 75,000 to 186.000. Gordon management
said that they were so satisfied with the results on WUSN,
that they intend to make this medium participation part of
their overall marketing program in their future campaigns.
WUSN, Charleston, S. C. Participation
VITAMINS
SPONSOR: Chock's Vitamins for Children AGENCY: Direct
Capsule case history: When an advertising vehicle can
rack up an outstanding score in peddling to children a prod-
uct which doesn't exactly inspire children's shouts of joy.
that vehicle can rightfully be classified as potent. This was
the experience of Read Drug & Chemical, Baltimore, when
it placed spot announcements for its Chock's Vitamins on
WJZ-TV, that city, Romper Room program. The com-
mercials, slotted at the rate of one a day, five days a week,
were done live by Miss Nancy, hostess of the popular tele-
vision kindergarten. Less than three months later, a report
from Read's merchandising manager. M. Harris said: "This
is the first time that we have seen the sales of a children's
vitamin approaching astronomical figures. The turnover in
every one of our 60 stores is tremendous." He adds: "When
you realize that most children do not 'cry' for vitamins,
it is proof to us that mother is getting the full commercial
impact of Chock's sales message and is responding."
\\ JZ-TV, Baltimore Participation
K.
SPONSOR
28 may 1962
Media people:
what they are doing
and saying
TIMEBUYER'S
CORNER
Stella Porter is now with Wermen & Schorr, Philadelphia, as
a buyer. She was formerly with Bauer & Tripp. ... Ed Argow,
Chicago mgr. of Daren F. McGavren, was given a going-away
party by Chicago timebuyers. He's joining McGavren's New
York office as sales mgr. ... A boy was born to Harry Shaffer
of Sykes Advertising, Pittsburgh, and wife Janet. . . . Ed Nor-
wick has been made associate media director at Griswold-Eshle-
man, Cleveland. . . . Maria Carayas, considered by many reps
one of the shrewdest buyers in the business, has returned to
Kudner.
! 1
■ ■■ ■
.
M
C ■ 1
>
DISCUSSING the Buffalo market (l-r) Doug Jones of H-R, timebuyer Ruth Clinton,
Gardner Adv., and George Stagg of WE8R lunch at Vincent & Neal's Due Mondi
Meet Frank McDonald: He's DCS&S' buyer on Mum. C. F. Mueller,
and Borden's instant coffee. Knowledgeable about both media and
marketing, he joined the agency two-and-a-half vears ago, starting as
an assistant buyer. Previously, he'd done a short tour with D-F-S as an
estimator while majoring in math nights at St. John's University. . . .
McDonald lives in Port Washington right on the sound, and
spends much of his leisure time at water sports, water skiing in
the summer and ice boating in the winter. Interested in all
sports, he spent one summer barn-storming the country with
the "Corkers," a brother-act basketball team, and now catches
for the DCS&S softball team. But his major interest is media
and he says, "No other area of advertising offers a man as much
opportunity to continually exercise his judgment."
{Please turn to page 48)
^O^
1st. ..in Communiti| Life
1st... in Overall Ratinqs
1st.. .in Sell .
1st.. .in Adult Listenirxq
i
RADIO .132
Allentown -Bethlehem - Easton
5000 WATTS. No. 1 latest Hooper and
Pulse. Lowest cost per thousand-audi-
ence in vast Lehigh Valley growth
market. First with Blue Chip advertisers.
RADIO 138
Tampa - St.Petersburq.FIa
5000 WATTS. No. I January-February
1962 Hooper . . double of all other
area stations. Lowest cost per thousand
audience ... in fast growing Tampa-
St. Petersburg market.
I'll :
RADIO ez
Beckleq - W. Virqirvia
1000 WATTS. No. 1 Hooper and Pulse
surveys, serving 9 big counties in heart
of West Virginia. Lowest cost per thou-
sand audience . . . featuring great
personalities.
RADIO I I I
Philadelphia, Area
500 WATTS. No. 1 latest Hooper sur-
vey report, covering large Philadelphia
and Norristown market . . . where bulk
of consumers live and buy. Lowest
cost per thousand audience.
TTT
RADIO I 21
Jacksonville -f loridaL
1000 WATTS. Rahall Radio's newest
baby, with new eye-catching radio
format. Climbing daily in ratings. Get
the facts on low-cost coverage in
greater Jacksonville market.
RAHALL RADIO GROUP
N. Joe Rahall, President
Represented nationally by:
ADAM YOUNG, New York
Philadelphia Representative:
Paul O'Brien,
1713 Spruce St., Phila., Pa.
SPONSOR
28 MAY 1962
17
THE EARS
of 120,535*
NORTHWESTERN
OHIO FAMILIES
USE
Radio • Toledo
*Average weekly cumulative au-
dience for a schedule of 10 an-
nouncements on WSPD-Radio.
The right combination of circula-
tion and persuasion. Get com-
plete details from your Katz man.
WSPD-Radio
• NBC -TOLEDO
a STORER station
National Sales Offices:
118 E. 57th St., N. Y. 22
230 N. Michigan Ave., Chicago 1
WS-ll <)uly-Aug., 1961. Metro Area Pulse
TIMEBUYER'S
CORNER
{Continued from page 4<
On a grey, windy, cold, cold day at the UN's playground on First Ave.
two weeks ago. the Blair-Tv "Bombers" and the Y&R "Media Misfits"
played their second annual Softball game. The final score: Y&R 16,
Blair-Tv 11.
While Y&R scored more runs, the Blair-Tv research depart-
ment, using an index and a handicap factor of an 11-year age
difference in favor of Y&R, insisted that Blair had actually won
the game. Nevertheless, Blair-Tv presented Y&R's Pete Matthews
with a special plaque called the w'Hand-in-Glove-Award" which
will he held hy the agency for the coming year.
TENSELY watching the Young & Rubicam-Blair-Tv annual Softball game are Y&R's Pete
Mathews, v. p. and director of media, and his executive secretary Marge Hasselberg
Taking no chances on the outcome. Blair-Tv had two newspaper ver-
sions run off bearing appropriate headlines for the event. One read,
"Minow Lauds Blair Nine. Got Breaks Sez Y&R!" The other said in
resplendent black. "Misfits Take Cup — FCC Probes Fix."
Members of the Blair-Tv team were Dick Gerken, first base;
Otto Ohland, second base; Bob Hemm, shortstop; John White,
third base; Pete Fulton, left field; Jack Fritz, center field; Ralph
Allrud, right field; Ed Shurick, Joe Rose, Jerry NcNally, pitch-
ers; Joe Gavin, catcher; and Earl Thomas and Bill Vernon, al-
ternates.
On the Y&R side, Chris Russell, first base; Gary Pranzo, second base;
Bill Liptack, shortstop; Gene Camoosa. third base; Bill Prothero. left
field: Alex Podhorzer, ctr. fid.; Vince De Pierro, rt. fid.; Tom Grenier,
pitcher; John Huegel, catcher; Art Heinibold, Al Librecht, alts. ^
48
SPONSOR
28 may 1962
i
When
you buy
SPONSOR
to
you buy
TIME
F.»-
V
I 1
IHI
j i
.i i r
A% bridge is a taster way to cross a river. When you take
it — you buy time.
Actually, to get our work week done, all of us purchase
this commodity from one another. When you hail a cab,
board a plane, or just pick up your phone you
buy time. We could go on.
When you buy SPONSOR you buy time,
and you ought to know just how much you're buying for
how little.
You buy informative time:— a staff of the best reporters
in the field deliver up to the minute news every week, 52
weeks in the year- You buy analytical time: —
the keenest minds in the broadcast industry give you
studies in penetration of the important trends of the
day. You buy digested time: — assembled and assimilated by
experienced hands to bring you the most comprehensive
picture of the broadcast field.
You're buying thousands of hours of this sort of time for
just 15^ per issue— 52 issues for $8 a year. Can you afford
to be without it?
S P O N S O R THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
NEW PRODUCTS
[Continued from page 30)
ing fin a record number of items.
Colgate-Palmolive has maintained
constant!) that '"the cornerstone of
the company's future growth lies in
it- abilit) to provide consumers with
new and improved products to satisfy
their growing needs and demands.
In keeping with this theory the com-
pain is launching, on a nationwide
basis, such items as Ajax All Purpose
(Meaner, a liquid household cleaner
with ammonia, and Baggies, dis-
posable plastic bags for keeping sand-
w iches and leftovers fresh. C-P also
is making a fluoride tooth paste.
Speaking of tooth paste, one of the
newest packaging gimmicks is the
Squibb dental cream with dental floss
in the cap. KHCC&A, for the Olin
Matbieson division, is test-marketing
this new package idea, reportedly one
of the freshest in the recent era of
merchandising.
For the diaper mob, manufacturers
are also launching some products that
should bring gurgles of contentment
from both the infant set. as well as
protective mothers. International
Latex Corp. is ready to complete na-
Remarkable
W«KET MIX
life %
STIR
UP
SALES J
BUY
WREX-TV
THE
HOT
BUY
EVERY
MONTH
tional distribution shortly for its dis-
posable baby bottle. The firm says
its Playtex INurser is pre-sterilized
and better for the babv since it re-
duces spitting and colic. Also, no
vacuum forms in the soft bottle, so
the baby swallows less air. The
agency, Lynn Baker, says it will
spend about SI. 500.000 in spot tv
from this August through August of
'63 to promote the product. It has
used local tv in its test marketing and
found that "spot has produced a lot
of sales" according to Jack Thomp-
son, account executive. In the past
year, the account spent about $900,-
000 test-marketing the disposable
baby bottle.
Procter & Gamble has also cast an
affectionate eye on the needs of babies
and recently announced the introduc-
tion into test market of Pampers dis-
posable diapers. Pampers is best des-
cribed as a decidedly soft, absorbent,
cellulose product, offering greater
comfort for the baby. The product
is flushable and comes in two sizes:
small for babies under 12 pounds,
and regular, for babies 12 pounds or
over. Benton & Bowles is the agency.
As SPONSOR-SCOPE observed re-
cently, the P&G disposable diaper will
be in competition with J&J's Chux
and with International Latex and
Kleinert. Scott Paper, reportedly,
also has a disposable diaper in the
works.
Another product said to be evoking
considerable comment in test-market-
ing circles (with tv sharing in the
glory) is the Proctor-Silex compact,
tumble-action clothes dryer that takes
three pounds of wetwash and is
described as a dandy for small apart-
ments. Weiss & Geller is test mar-
keting the product.
For the compact dryer, Weiss &
Geller have initiated a new approach
in commercial length and have been
testing two-minute commercials as
well as one-minute spots. Max Trend-
rich, executive vice president of Weiss
& Geller. told SPONSOR that the com-
pact dryer needs more time for an
adequate demonstration. The dryer
campaign, with the local dealer's
name at the end of each commercial,
will run for 13 weeks on davtime tv
exclusively. In the fall. Trendrich
said, additional markets will be
opened using local tv on a similar
basis. To date the stations in the
current market (WFIL-TV. Philadel-
phia, and WCPO-TV. Cincinnati)
have been "very cooperative in as-
sisting us to merchandise the prod-
uct," Trendrich said. "Tv personnel
from women's programs have made
special appearances and the dryer has
been used as a give-away on other
programs."
Industry figures also see a Hum of
new business resulting from cleaning
products for floors, notably Arm-
strong Cork which has a new floor
wax called One Step, advertised via
BBDO. It will join the companv of
similar products made by S. C. John-
son, Simoniz, Aerowax and Conti-
nental. The Beacon Co. of Boston
also has a new polish for the floors.
It is tagged Quick-Gloss and is said
to be replacing the old Beacon wax.
The agency is Sullivan, Stauffer, Col-
well & Bayles.
An examination of the evidence at
hand, leads industry people to believe
that there will be a continuous flow
of network and spot tv business stem-
ming from the new product explosion
this year. By using the formula of
new products, aided by broadcast
media, plus distribution, the experts
insist rousing sales are inevitable, t
Mi. iU
Gail ;"
1 am
3 TV CLIENTS
(Continued from page 34)
me about his big Detroit client.
"They're the most co-operative big
account in the world," he said en-
thusiastically. "We're not tied down.
Chevrolet allows us to spend money
on ideas, and is content to judge the
final product. Thev don't breathe
down our necks all the time, asking
to see rushes and rough-cuts. We
don't even use story boards. We
simply discuss ideas and story lines,
then go ahead. They operate with
intelligent freedom, and confidence
in us. As a result we're out to try to
make "Gone With the Wind" every
time.
Here are two striking examples of
what Chevrolet's policy of "intelli-
gent freedom" produces. The first,
"Brookwood station wagon" is a kind
of "slice of life" approach, and was
a finalist in the automotive division.
The second, the hard-hitting "Swamp*
commercial for Corvair, took first
place among all automobile entries,
and was considered by many judges,
one of the top commercials of the
Festival (SHOW CHEVROLET COM-
MERCIALS)
These then, I submit, are commer-
52
SPONSOR
28 may 1962
cials for three of the most creative
clients in tv today. And if you ap-
plauded these commercials, may I
suggest a special round of applause
now for Mr. Todd Hunt of Alcoa,
Mr. Harry Schroeter of Nabisco, Mr.
Gail Smith of General Motors, and
Mr. Jack Izzard of Chevrolet.
I am not implying, of course, that
Alcoa, Nabisco, and Chevy are the
only creative advertisers in America.
But I do believe that the creative
influence of these three companies is
a good thing for advertising, a good
thing for tv, and a good thing for the
cause of creativity.
I hope that their principles and
their example will be followed more
often in the years ahead. ^
MODERN RADIO
{Continued from page 36)
Key to their latter-day thinking is
this: merely to sprinkle interest fac-
tors into the sound, unrelated to each
other, or to the totality of the pre-de-
ter mined objective, can only injure,
not improve, the sound.
Like the McLendon concept, the
Bartell's "refinement" techniques em-
brace an emphasis on "news in
depth" and editorializing. The lat-
ter, which they term "auditorials,"
are in great part responsible, they
feel, for the "full integration" of
their stations into community life.
And although editorializing is not
yet a feature of their Spanish-lan-
guage stations, they envision the time
when minority audiences will be able
to respond as wholeheartedly to such
programing as mass audiences.
In music, cross-section or family-
appeal is the guide.
"The other day," Lee Bartell re-
lates, "an agency account man visit-
ed San Diego for the purpose of
'surveying the market,' and during
the course of our discussion he
sought to determine what 'kind of
station' KCBQ was.
' 'Is it Top 40 . . . soft music . . .
middle-of-the-road ... or is it net-
work?' " he asked.
"It was clear from his comments
that a station must fit into one of
these four pre-determined categories.
It was also clear to me, and I hope to
him, that KCBQ does not fit neatly
into any one of them. Many of us
associated in the industry are inclined
to catalogue stations by 'type,' re-
gardless of essential differences be-
tween them. The true test must be a
station's depth of community service
... its acceptability by audience and
advertisers alike ... its believability
. . . and, in general, the image of the
station in the market in relation to
its over-all programing.
"When the agency account man
asked, 'But what is your music pol-
icy?', I explained that we certainly
play current popular records, includ-
ing some top-40. But we also play
so-called 'soft music,' as well as 'mid-
dle-of-the-road' music . . . and that
our music policy seeks to achieve a
balanced musical sound.
"If I were to categorize KCBQ at
all, therefore, the phrase which re-
flects our service most accurately is
'family radio.' "
The Bartells feel their latter-day
emphasis on "family" listening is
paying off handsomely. A recent
Pulse audience composition qualita-
tive, they point out, showed that
KSBQ, for example, reaches 82%
YOU'RE ONLY
HALF-COVERED
IN NEBRASKA
IF YOU DON'T USE
KOLN-TV/KGIN-TV!
AVERAGE HOMES
MONDAY THROUGH FRIDAY
November 1961 ARB 10:00 PM
KOLN-TV/KGIN-TV 59,100
Omaha "A" 50,600
Omaha "B" 49,000
Omaha "C" 36,500
WKZO-tV-GRAND RAPIDS-KAIAMAZ0O
WHO RADIO-KAIAMAZO0-BAITLE (KEEK
WJFF RADIO-GRAND RAPIDS
WJEF-FM-GRAND RAPIDS KALAMAZOO
WWTV-CADIllACIRAVERSE CITY
KOIN-TV-LINCOIN, NEBRASKA
KGINTV-GRAND ISLAND. NEBRASKA
• • . covering a bigger,
better Lincoln - Land
Tracking clown the big television markets
in Nebraska? You'll find just two — the
extreme East and Lincoln-Land.
The Eastern TV market presents some-
what of a problem. It's split three ways
by three top TV stations. But in the other
big market the story is just the opposite.
Two stations — KOLN-TV and satellite
KGIN-TV combine for a bigger and better
Lincoln-Land than ever before! Check the
facts on Nebraska's "other big market" —
then see how they compare with any
other Nebraska station.
Avery-Knodel will gladly furnish you
with all the facts on KOLN-TV/KGIN-TV
— the Official Basic CBS Outlet for most
of Nebraska and Northern Kansas.
K0LNTV KGINTV
CHANNEL 10 • 316,000 WATTS
1000 FT. TOWER
CHANNEL 11 • 316,000 WATTS
1069 FT. TOWER
COVERS LINCOLN-LAND — NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc., Exclusive National Representative
SPONSOR
28 may 1962
53
IT PAYS TO
use KTVE"
So says
Jerry Ryan
of
RYAN
CHEVROLET
COMPANY
in Monroe, La.
OVER IOO LOCAL
ADVERTISERS USE
KTVE REGULARLY
TO GET SALES
RESULTS & PROFITS
KTVE
■ /
CHANNEL lO
1/
EL DORADO MONROE GREENVILLE
REPRESENTED NATIONALLY BY:
VENARD, RINTOUL & McCONNELL
CECIL BEAVER SOUTHERN REP.
ONE BUY!
FOUR
MARKETS!
walb-tv
ICH.10-ALBANY.GA.
• ALBANY
• DOTHAN
• TALLAHASSEE
• PANAMA CITY
GRAY TELEVISION
. wjhg-tv .
Raymond E. Carow |CH_7_JANAMAC1TY
L»eneral Manager ^ piA
366,000
TV HOMES
•
* ARB, Nov. '61
One buy— one bill— one
clearance!
Or stations may be bought
individually for specific
markets!
Represented nationally by
Venord, Rintoul, McConnell, Inc.
In the South by James S. Ayers Co.
adults and 70.9% of San Diego ra-
dio homes every week.
Speaking again for the group. Lee
Bartell differentiates modern radio
in its infancy from modern radio to-
ilav — and radio vet to come — by re-
calling Marc Connelly's observation
that "everything nailed down is
comin' loose."
"Yesterday's success may be to-
morrow's failure." says Bartell. "And
today's radio men are confronted
\\ ith unrivalled challenges. There is
no pat formula which can catapult a
radio station to the top and keep it
there. Programing is a total occupa-
tion. It is the development of a more
highly refined concept which must
make the difference, and a predeter-
mined pattern is a necessity. Psycho-
logical aids must be developed and
pursued. The use of words and
phrases . . . even pre-determined in-
flections . . . are a part of the imple-
mentation and the development of
the pattern. Music is selected with
design. Each of the elements is mere-
ly a tile in the mosaic."
With Storz stations, group spokes-
men see little change in the funda-
mental community-integration con-
cept that originally prompted the
Storz break with network tradition;
simply changes in emphasis. The so-
called "popular, modern" sound con-
tinues to be the foundation stone of
the Storz operation.
Looking back, George "Bud" Arm-
strong, executive vice president of
the Storz stations, says, "Whether
you call it contemporarv radio, mod-
ern radio or whatever, the Storz
broadcasting company was making
history with it in 1910. Other re-
sponsible broadcasters followed suit
and soon the failing radio industry
was vitalized and revolutionized. A
great many industry leaders, includ-
ing broadcasters who did not em-
brace our philosophy, have freely
conceded that the result of such sta-
tions as ours saved the radio busi-
ness in the early fifties."
As with a successful approach in
any field, however, Armstrong con-
tinues, more and more stations
adopted the so-called formula, and
the "age of emulation was with us."
While conceding that some of these
newcomers have contributed substan-
tially to the growth of the industry,
Armstrong notes that "unfortunately,
the radio revolution also had its
camp followers, with the 'quick buck'
approach, the license trafficking, the
shoddy programing nd the question-
able ethics." He feels the Storz group,
like many others, has survived this
"onslaught"— doing well both in rat-
ings and billing — because they have
managed to "gain the respect and
confidence of listener and advertiser
alike."
It is this latter point, says Arm-
strong, that is the real key. or for-
mula, for long-term success for the
1960's.
"Today a broadcaster cannot af-
ford to 'oversimplify' the art of pro-
graming," he contends. "A stack of
records, a few giveaways and a glib
disc jockey are simplv not enough.
As has always been the case, the pri-
mary thing audiences want from ra-
dio is the music and entertainment it
gives them. Mostlv. people every-
where want contemporary music. But
they also demand responsible news,
and 'awareness' on the part of the
station of community activities, dis-
cussion and a wealth of service fea-
tures."
This latter is of paramount impor-
tance in the Storz operation todav.
Noting that the Storz stations were
among the first to pioneer listener
participation programs. Armstrong
points to such fare as WHB's three-
hour Night Beat, which he says is
the highest rated radio program in
Kansas Citv (with audience shares in
the 50 and 60% brackets), and
WQAM's Alan Courtney Show, top-
rated in Miami and "SRO on the
business side." The format of both
shows, says Armstrong, permits a
topic range from baseball to com-
munism.
Armstrong also feels that no for-
mula can be successful unless "you
first have the people in your organ-
ization who can translate the needs
and desires of vour audience into an
appealing and serviceable product."
"If there is any real secret formula
which the Storz stations have had
over the years, it has been the preoc-
cupation with good personnel who
believe in radio, whose only career
is radio, and who have faith in what
they're doing."
One thing all three of the "modern
radio" innovators appear to believe
in concert: the break from tradi-
tional network concepts into the early
localized music-and-news pattern was
simply a direction, not the promised
I Please turn to page 59)
51
SPONSOR
28 may 1962
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Whafs happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
28 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
There was some doubt about exactly how much the new Federal Trade Com-
mission move to give more binding opinions on business practices, including adver-
tising, would mean in actual practice. And it can be said that the Commission at
least wants to give the outward appearance of sweet reasonableness.
FTC staffers have conferred with advertisers in the past, but in some of these cases the ad-
vertisers were startled with FTC actions against advertising claims which had been "cleared"
in advance. When the cases were processed, the advertisers complained, but were advised
that is was not possible for any FTC staff member to give a no-prosecution assurance.
The meat of the present FTC move is that if such conferences result in a favorable ver-
dict in the future, advertisers will not be slapped suddenly and unexpectedly. Their
ad claims will still be subject to FTC action, despite the proposed new FTC arrangement, but
they will be advised quietly and will be permitted to discontinue the practices without the pub-
licity and expensive inconvenience of an FTC complaint.
The FCC's nearly complete freeze on new am radio stations has been met with
a breadth and depth of opposition that it certainly didn't anticipate. Nevertheless,
there appears no disposition on its part to turn back.
Backed by the knowledge that NAB agrees there are too many stations, the majority is
determined to keep the faucet of new station approvals turned off. The freeze will only be
ended when a proper formula can be adopted for making limitation on new stations
permanent, without appearing to do so in order to protect present stations from competition.
At least, that is the way the FCC majority feels now, despite the opposition.
The FCC ran into still another storm of criticism, and this has just as dim
prospects for changing Commission minds.
All users of spectrum space — radio amateurs, mobile and industrial radio station oper-
ators, as well as broadcasters — told the FCC that plans to charge fees for handling their
applications and issuing their licenses should be discarded.
Opposition ranged from an exposition of the unfairness of fees in a particular case
without comment on other cases all the way to blasts at the whole idea. There were no
kind words at all.
NAB spoke for the broadcasting industry, but this didn't prevent individual broadcast-
ers by the hundreds from presenting their own arguments. Arguments by broadcasters
ranged over a broad field, alleged taxing of free speech, a demand that nothing be
done until Congress decides the broad policy question and one filing said that broad-
casters hear often enough that the air waves don't belong to them but that the
stations exist only to serve the public.
The last time the FCC proposed such fees, back in 1954, the Senate Commerce Commit-
tee put the damper on the idea. The Committee requested the FCC to hold off. Up until the
present, there has been no indication that there might again be Congressional intervention of
this type.
There has already been a diplomatic conference on protection for performers,
producers and broadcasters on a international basis, looking toward international
radio and tv via space satellite.
Nevertheless, the bill to set up a satellite corporation here in the U. S. seems set for
(Please turn to page 57)
SPONSOR
28 may 1962
55
28 MAY 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
Radio reps and stations are somewhat somber over this: for the first time in
many years Tetley Tea, it looks at the moment, will be among the missing in the
ranks of spot radio's summertime users.
The leaves packager, however, is on a nine week campaign in spot tv.
Tetley used to get a lot of in-store merchandising out of the radio stations.
The kid show impact is gaining momentum all the time.
Case in point: Malt-O-Meal (Campbell-Mithun Minneapolis) is buying now for fall
minutes in spot market kid shows. One of the first advertisers to appreciate kid show poten-
tial, M-O-M now finds it necessary to get in its bid three months in advance lest it find
avails in its chosen format all sewed up.
The item will also be in Captain Kangaroo, as well as spot market 30's in adult-appeal
shows.
Tv stations without tape facilities can cash in on that Billy Graham campaign
afterall.
Graham's agency Walter F. Bennett has decided to make kinnys of last week's Chicago
crusade to supplement the one-hour tape placements (see 23 April SPOT-SCOPE).
The kinny shows will be scheduled one week later than those in tape markets, from 2 July
through the sixth.
This is exactly the same thing as happened last year. Bennett faced insurmountable
difficulties in clearances so, in smaller markets where stations will accept paid religion in
prime time but still lack tape facilities, film will again be used to fill out the market list.
The stampede to get polyunsaturated fat products on the grocer's shelf and
the spot tv screen has resulted in a slightly confusing name situation.
A few weeks ago a West Coast product called Saffola hit the spot circuit (SPOT-
SCOPE 16 April and 14 May). It's handled out of Garfield, Hoffman & Conner, San Fran-
cisco and is tapping tv on a regional basis. Last week General Mills posted its entry
into the polyunsaturated salad and cooking oil field. Its designation: Saff-o-Life
Safflower Oil. Similarity of names is not entirely coincidental. Both stem from the safflower
plant, a rich source of polyunsaturated fats.
Beginning mid-June GM (via Knox Reeves) starts heavy and long-term tv
schedules for Safflower, both spot and network, with a Betty Crocker recipe tie-in, an old
standby in the GM marketing modus operandi.
For details of the past week's spot activity see items below.
SPOT TV BUYS
General Foods is placing kid show 60's for Post Oat Flakes. Schedules start early June for
four weeks in about 80 markets. Agency: Benton & Bowles, New York. Buyer: Leonard
Silverfine and Bob Gorby.
Lever Brothers has lined up a host of markets for a 17 June start on behalf of Silver Dust.
Schedules start in a few other markets on 3 June and run from eight to 10 weeks but the heav-
ier line-up is the later one, which runs for eight weeks. Time segments: daytime and night
fringe minutes. Agency: SSC&B. Buyer: Bob Carmody.
General Electric is buying 10- week schedules on behalf of its disposal units. Nighttime
fringe minutes start 4 June. Agency: Maxon. Buyer: George Peter.
Revlon will promote its Top Brass line for men for three weeks starting 4 June. There are
56
SPONSOR
28 may 1962
SPOT-SCOPE continued
some 10 markets involved so far. Time segments : nighttime minutes. Agency: Grey. Buyer:
Herb Moscowitz.
Colgate-Palmolive is lining up markets for a Cashmere Bouquet campaign which gets rolling
17 June in a host of markets. The promotion is of nine-week duration, using fringe minutes.
Agency: Norman, Craig & Kummel. Buyer: Marcia MacNeil.
Procter & Gamble buying last week included schedules for Ivory Soap, Tide and Salvo. The
Ivory campaign starts 4 June in several markets using nighttime minutes. Agency : Compton.
Buyer: Dick Brown. The Tide buy, also Compton, also involves night minutes and starts 4
June, Herb Blitzstein the buyer. Schedules for Salvo are nighttime minutes with some daytime.
Agency: Leo Burnett. Buyer: Bill Quigley.
Kimberly-Clark is starting immediately for its Spun-Mist tissues, using daytime and fringe
night minutes. Campaign runs through 30 September in selected markets. Agency: DCS&S.
Buyer: Bob Widholm.
General Mills starts on 4 June for Noodles Romanoff. Four-week schedules of daytime and
late evening minutes in about 20 markets. Agency: Knox Reeves. Buyer: Paul Ewing.
Pharma-Craft Co. will use late afternoon and early evening minutes and I.D.'s for Fresh
deodorant. Schedules start 25 June and run for five weeks in limited markets. Agency : Papert,
Koenig, Lois. Buyer: Carole Lewis.
Beech-Nut is seeking minutes in or adjacent to kids shows to start 4 June and continue
for four-six weeks on behalf of Gum-Fetti. It's a limited-market campaign. Agency is Young
& Rubicam and the buyer is Sylvia Barbieri.
Louis Milani Foods is launching a promotion in selected markets to start on 11 June for
three-five weeks using daytime and fringe minutes and prime breaks. Agency: Riedl and
Freede. Buyer: Loraine Schutty.
Ball Bros., Muncie, Ind. is buying for its Home Canning Supplies. Schedules start between
4 June and 16 July depending on the market and run for six-10 weeks in about 15 markets.
Time segments: minutes and breaks. Agency: Applegate. Buyer: Les Johnson.
Faultless Starch is buying a five-week saturation I.D. campaign in central, southern and
southeastern markets for its aerosol spray starch. Agency is Bruce B. Brewer, Kansas City.
SPOT RADIO BUYS
Bristol-Myers' Mum goes into 50-60 markets 4 June and runs through 15 July. Placements
are for daytime minutes, 10-15 per week per market. Agency: DCS&S, New York. Buyer:
Frank McDonald.
Chesterfield schedules, 3 June-25 August, are being set. Drive time minutes will run in the
top 21 markets. Agency: JWT, New York. Buyers: Carrie Senatore, Bob Anderson, Gordon
Jones, Madeline Blount.
WASHINGTON WEEK (Continued from page 55)
continued delays.
The diplomatic conference came very close to drafting an actual treaty. The conven-
tion need only be formally ratified as a treaty. The space satellite bill which gives the whole
thing more urgency was expected to clear the Senate Commerce Committee last week, but
in a form different from the bill which passed the House. Additionally, there will be argu-
ments on the Senate floor about the controversial portions. Then a Senate-House conference
will be required to work out differences between the two bills.
In other words, intenational tv could be delayed more by Congress even than by
technological problems.
SPONSOR • 28 MAY 1962
57
28 MAY 1962
Copyright IM2
SPONSOR
PUBLICATIONS INO.
A round-up of trade talk,
trends and tips for admen
HOI
SPONSOR HEARS
Attesting graphically to the ephemeral character of tv is this statistic : of the 104
prime time program series now on the networks only 15 were around five years ago. I
Four of these, Ed Sullivan, Red Skelton, Armstrong Theatre and What's My Line,
have lasted 10 years or more.
The poop on Madison Avenue last week was that Brown & Williamson was the
account that triggered Bates into taking a blast at WBC's new 10-minute product
protection rule.
B&W, went the report, is irrevocably adamant against letting less than 15 min-
utes come between itself and a competitor's commercial.
The confidence gentry, at least in the New York area, have evolved a new bit
of bait for their marks.
Time was when they held out Hollywood screen tests and radio vocal auditions.
Now, as NBC TV hears it, the slick operators are offering housewives an open door
to participate on the Price Is Right.
(The contestants, of course, are picked from the studio audience.)
Norelco is on the verge of latching on to the toiletries field with preshave and
aftershave lotions.
The preshave will be labeled Prelac and the after, Finale.
Look for Ford to keep stepping up the "young people" theme in its advertising.
The line's general manager, L. A. Iacoca, is sold on the credo that hammering at teen-
ager interest is going to pay off for Ford when the next marriage explosion takes
place in the mid-sixties.
Did you know that there are scores of once heavily advertised grocery brands
still on the market which manage to eke out a little profit for the manufacturer?
Their "forcing," if any, is mostly by the premium route, like dishtowels, kitchen
utensils and whatnot.
Without any real advertising effort behind them, their share of the market goes down
year by year, but to the manufacturer, whether it be a P&G, a Lever or General Foods, the
fact that one of them nets say $100,000 in profit a year is sufficient to keep the
brand alive.
One of the shirtmakers appears to be on the prowl again for a new agency.
It's listening to solicitation, hopefully for a copy slant that will intrigue the wom-
an who does the shopping for her husband.
Broadcasters and others will be interested to know that during the next few
years quite a number of the big selling and performing standards of America's
golden age of the ballad will be joining the valhalla of public domain.
Among these are School Days, Sunbonnet Sue, By the Light of the Silvery Moon,
Come, Josephine in My Flying Machine, Put Your Arms Around Me, Meet Me To-
night in Dreamland, Let Me Call You Sweetheart, Shine On Harvest Moon, Take
Me Out to the Ball Game, Some of These Days, Alexanders Rag Time Band, My
Melancholy Baby, Waiting for the Robert E. Lee.
coi
capil
that
grin
58
SPONSOR
28 may 1962
MODERN RADIO
{Continued from page 54)
land. Especially in the area of news.
For, as all concur, mass hunger for
news in the decade past has been as
revolutionary as modern radio itself.
Gordon McLendon, perhaps, sums
it up best:
"In the days to come, as we chase
the sun, radio will seize the news
leadership of this nation. And what
a period of service faces radio in
this amazing day when our east coast
is the west coast of the Rhine, and
the defense of Portland begins in
Shanghai." ^
\i
!•
:
COLOR TV
{Continued from page 38)
to see Chicago become the electronic
capital of the world, and he believes
that with Zenith, Motorola, and Ad-
miral headquartered here his dream
has a good chance of becoming a
reality.
Polk cannot understand why his
merchandising competitors — includ-
ing downtown State Street — depart-
ment store row — have not learned the
value of electronic media.
"Retailers should learn to take ad-
vantage of broadcast's flexibility," he
says, "so they can best exploit mar-
keting situations as they arise." And
he cites this isolated example of a
marketing opportunity:
Last December, when the winter's
first severe blizzard struck, Polk im-
mediately changed all his radio and
tv copy to snowplow commercials,
and claims to have sold more of
these highly priced items than any-
one else in the area. (During Janu-
ary alone, Polk Bros, sold 4,000
snowplows priced from $150.) "Tv
advertising lifts sales," he insists.
Promotion, backed by heavy tv ad-
vertising, has been the touchstone of
the operation, resulting in Sol Polk's
often being called the P. T. Barnum
of merchandising. Polk feels that
shopping should be fun for the entire
family, and that families should shop
together. He and his colleagues con-
tinuously create meaningful gimmicks
to keep traffice moving. Free cokes
for adults and Good Humors for chil-
dren are part of Polk's continuing
promotions, regarded as a welcome
to customers.
Among Polk's promotion extrava-
ganzas, most of which have seasonal
and holiday approaches:
• Free azalea plants with each pur-
chase
• Free tickets to the Pan-American
games in Chicago
• 58,000 cases of temple oranges
offered, a case at a time, to purchas-
ers
• 30,000 seven-foot aluminum
Christmas trees, valued at $35 each,
sold to customers for $5 each with
another purchase
• Man-sized, illuminated Santas,
each a $35 value, sold for $5
• Free cherry trees presented to
appliance purchasers on George
Washington's birthday
Polk's biggest promotion thus far
was launched on Valentine's Day — a
plan to give away one million rose-
bushes. With each appliance or furni-
ture purchase, the customer receives
an $18.75 value of one dozen as-
sorted rosebushes, free. This type of
promotion, Polk feels, lends itself
well to tv color advertising.
Complete faith in advertising, plus
solid business principles and mer-
chandising practices, have been the
basis for Polk's rise from a basement
appliance shop in 1935 to its current
huge inventories of over 180 name
brands.
For the nine stores, Polk presently
employs about 1,300 people. The
company now maintains a huge dis-
tribution center occupying 200,000
square feet for receiving, storage, and
delivery.
His abilities as a giant volume re-
tailer of nationally advertised brands
with a liberal trade-in policy has been
recognized nationally. In 1961, he
was named "Applinace retailer of the
year" by the Brand Name Founda-
tion; the Boston Conference on Dis-
tribution sponsored by Harvard's
School of Business named Polk Bros,
to the "Retailing Hall of Fame"; and
the American Carpet Institute con-
ferred its "Retail Excellence Award"
on the company.
Significant as they may be, Polk
feels that awards, by themselves, are
unimportant. What is more impor-
tant, he feels, is the communication
of ideas. He believes that the public
must constantly be aware of new and
better products. Advertising is the
way Polk accomplishes this, and of
all media, he feels that radio and tele-
vision are the most flexible and easi-
est to use, and that color television,
because of its living demonstrable
advantage, is the most effective. ^
IN THf MR... EVERYWHERE
IN GREATER KANSAS CITY
RADIO
KBEA
KBEY
FM
Represented
Nationally
by
AVERY-
KNODEL, Inc.
Another Station of KAKC— Tulsa
KBEA— KBEY/FM
JJ 3? ^3 Kansas City
KXYZ-KXYZ/FM
Houston
One of America's Fditest Groning Radio Groups
PUBLIC RADIO CORPORATION
SPONSOR
28 may 1962
59
SPONSOR
WEEK
Advertisers
WRAP-UP
BBB
(Continued from Sponsor Week)
dio and television across the coun-
try. Where have we been? Together
we ought to try to pin down some of
the reasons for this sort of thing."
Richard L. Scheidker, secretary of
the Committee for the Improvement
of Advertising Content, a joint 4 A's-
ANA group, pointed out that ads
submitted to Interchange for advise-
ment have increased greatly since
last year. In the first six months of
its second year it handled almost as
many cases as in all of its first year.
*
Lipton (SSC&B) is putting record tv
support behind icy Lipton tea, both
regular and instant.
There are 15 network shows in-
volved, eight daytime and seven
nighttime. In addition there are two
network specials coming up this
summer.
A comprehensive program of tv
spots will blanket the nation from
May to September. The regular tea
campaign covers 60 markets with
from five-22 spots weekly while the
instant tea program will encompass
66 markets with three to 18 spots
weekly.
RADIO-ACTIVE Aquamaids sail through the waters at Cypress Gardens, Fla., demonstrating
the ever-present quality of radio as they listen to their portable receivers This special
salute to the medium was one very pleasant facet of the current Radio Month celebration
Lk£
TV FAIR recently concluded by WNEM-TV,
Saginaw, Mich., was a two-week gala to
help promote a second tv set in every
home. Over 400 tv dealers participated
KOIL 'OFFICERS' Tultie and Fruttie cruise
the streets of Omaha in the station traffic
car looking for safe drivers. Those who
qualify get a 'ticket' exchangeable for cash
LIKE OLD TIMES again when WWDC,
Washington pres. Ben Strouse (I) visited the
M. Belmont Ver Standig agency. Ben and
Van (agency pres.) were stn. salesmen in 1942
LAUNCHING of spectacular billboard for
Nickles Baking had cooperation of WWVA,
Wheeling. On unveiling day, d.j. Roy
West 'took off' in simulated space capsule
60
SPONSOR
28 may 1962
Financial reports: Pet Milk consoli-
dated net sales for the fiscal year
ended 31 March were $237,800,000
vs. $234,800,000 a year ago and net
income was $4,422,000 as compared
with $4,964,000. Earnings per share
were $2.31 compared with $2.60 . . .
First quarter sales of premium Ben-
son & Hedges cigarettes ran 7.1%
ahead of the same period in 1961
. . . B. T. Babbitt earned a net profit
of $101,506 or 7 cents per common
share in the first quarter ending 31
March, up 43.2% over 1961's com-
parable period. Net sales were $4,-
986,563, an increase of 4%.
PEOPLE ON THE MOVE: Walter D.
Baldwin to vice president of corpo-
rate sales at U. S. Rubber . . . John
F. Falcetta to sales promotion offi-
cer at Irish International Airlines . . .
Gerard Hyman to director of sales
for the wholesale drug division at
Landers, Frary & Clark, a subsidiary
of J. B. Williams . . . Joseph R. Lar-
son and Robert E. McGhee to mer-
chandising managers in the Lever di-
vision of Lever Bros . . . Roy D. Sher-
wood to assistant director of adver-
tising at Falstaff Brewing Corp. . . .
Victor A. Bonomo to advertising and
merchandising manager for the Max-
well House division of General
Foods.
Kudos: General Electric received a
special award from the Retarded In-
fants Services for "The Wall Be-
tween," shown on CBS TV 7 January.
The show will be repeated 5 August
. . . Sponsors winning Alfred P.
Sloan awards for work in highway
safety promotion last year were
Bethlehem Steel, Ray-O-Vac, Arm-
strong, H. H. Meyer Packing, First
National Bank of Philiipsburg, Kan.,
MFA Insurance and Spearman Dis-
tributing.
Campaigns: Lehn & Fink Products
Corp. has scheduled the most power-
ful summer nighttime network tv
campaign in its history on the sum-
MAY DAY U.S.A.— KVOO delivered May baskets of painted daisies
to clients and agencies in Tulsa with the message 'thank you for your
good friendship.' Gifts were delivered by coeds from U. of Tulsa
MULTIVISION billboard for KFRC dots downtown San Francisco.
Sign has center section of three-faced plastic panels which revolve
every seven seconds to present this and faces of station personalities
NEWS on i he
HOUR
TURN TO 610
KFRC
TRAFFIC
REPORTS
SPOUTS
* i — zr
t(ll?l!
MAD SCIENTIST? No, its just WJW-TV, Cleveland promotion mgr.
Shelly Saltman mixing up an 'entertainment prescription' with this
diagnosis: definitely habit forming. Pills were sent to agencies. Tak-
ing a dose are station sales mgrs. Terry Atkinson and Bob Buchanan
WINNER of all four 'Casper' Awards by the Community Service
Council of Indianapolis were the WFBM stations. Accepting are
(l-r) Hank Franz (radio stn. mgr.); Robert Gamble (news mgr.); Don
Menke (tv stn. mgr.). Awards signify community appreciation
61
mertime uses of Lysol Brand Dis-
infectant. Beginning 1 July and con-
tinuing through 23 September, 60-
second spots will be aired on ABC
TV and NBC TV nighttime shows.
Agency is Geyer. Morey, Madden &
Ballard.
Agencies
Robert T. Colwell, JWT v.p., con-
tended before the annual confer-
ence of the Association of Better
Business Bureaus that the agency
with a high level of integrity can
come out on top.
Colwell used the homely simile of
"good guy" in his comments on the
agency's relations to the client and
the principals of truth and tasteful
advertising.
The "good guy" agency, he said,
finishes last when it is inept and
does not run the race. First rate
advertising, he continued, is always
a front runner. But it has to make
a meaningful promise to the con-
sumer and be marked by freshness,
vitality, clarity, conviction and con-
sistency. And it does sell goods at
profitable ratios.
The agency with a strong sense of
responsibility for probity can't help
but get a big kick when its client
with a like sense of responsibility
outclasses and outsells his less
scrupulous competitor, he said.
Earle Ludgin, from the agency with
the same name, was selected Chi-
cago adman of the year by the Chi-
cago Federated Advertising Club.
The group also presented its an-
nual Hermes awards for excellence
in advertising. (Hermes, incidental-
ly, was the mythological god of per-
suasive communications). Winners
in the tv category were:
For product or service — Hallmark
(FC&B); Pillsbury (Burnett); S. C.
Johnson for Raid (FC&B).
For Corporate image — Motorola
(Burnett).
For radio— Kraft (NL&B); Reuben
H. Donnelley Corp. (Ludgin); Schlitz
Old Milwaukee (Post & Morr).
The Y&R Foundation has named 10
high school seniors as recipients of
the 1962 Foundation awards.
Established in 1955, the Y&R
Foundation was the first of its kind
in the U. S. agency field.
Seven of this year's winners will
receive full four-year scholarships
and the three others get $500 each
to help defray college expenses.
Agency appointments: Majesty Ham
Imports to Curry & Staff, Los Angeles
for Danish produced canned hams
and bacon . . . The New York Daily
News to Donahue & Coe . . . Cordo-
matic division of U. S. Vacuum
Cleaner to Adrian Bauer & Alan
Tripp, Philadelphia . . . University
Loudspeakers to Wexton . . . Norwich
Pharmacal to Benton & Bowles for a
new proprietary drug product . . .
Cracker Jack to Doyle Dane Bern-
bach, effective 15 August . . . The
Testor Corp. to Earle Ludgin, Chicago
. . . Ives-Cameron, ethical drug di-
vision of American Home Products,
to Robert A. Becker, effective 1 Au-
gust.
New v.p.'s: W. B. "Ben" Franklin and
John H. Rolfs at Guild, Bascom &
Bonfigli, San Francisco . . . Charles
H. Felt and Bruce Unwin at Mac-
Manus John & Adams, Bloomfield
Hills . . . Otto Prochazka at Foote,
Cone & Belding, Los Angeles . . .
Robert J. Misch at Albert Frank-
Guenther Law . . . Robert N. Long at
Ted Bates . . . Reinhald H. Lake and
Martin I. Weinberger at Riedl and
Freede . . . Les Mullins, general
manager of the new San Francisco
office, at Post, Morr & Gardner . . .
David F. Barbour, Mason L. Ham
and Robert L. Sturgis at BBDO.
PEOPLE ON THE MOVE: John D.
Meyer to head of the marketing de-
partment at Griswold-Eshleman . . .
James A. Norris to account execu-
tive at Doremus & Co. . . . Anthony
Marcin, Daniel L. Lynch and Charles
J. Earl, Jr. to the public relations
staff of N. W. Ayer . . . William R.
Walters to the account service staff
of Henderson Advertising . . . John
O'Connell to media director of the
Los Angeles office of Y&R . . . Rob-
ert Morrison and Dan Greimel to as-
sociate research directors and Stan-
ley Abramson to research account
executive at Campbell-Mithun . . .
Thomas K. Denton to the Chicago
staff of Clinton E. Frank . . . Jean
Finegan to account supervisor at
Lambert & Feasley ... J. Neil Rea-
gan to administrative manager of the
Los Angeles office of McCann-Erick-
son . . . Myron J. Helfgott to the
newly-created post of executive vice
president at Smith/Greenland.
Kudos: William W. Wilson, Jr., man-
ager of the radio-tv department of
Y&R, Chicago, has been named gen-
eral chairman of the Chicago Fed-
erated Advertising Club's 1962 Ad-
vertising Workshop.
Associations
As per Newton Minow's proposal at
last month's NAB Chicago conven-
tion, the NAB has appointed a spe-
cial Radio Development Committee
to work with the FCC on reducing
the rapid growth of radio stations.
Chairman of the committee is
George C. Hatch (Intermountain Net-
work). Others appointed: John F.
Box, Jr. (The Balaban Stations); Mel-
vin Goldberg (Westinghouse Broad-
casting); H. Randolph Holder (WGAU,
Athens); Ray Johnson (KMED, Med-
ford); Carl E. Lee (Fetzer Broadcast-
ing); John F. Patt (WJR, Detroit);
Loyd Sigmon (Golden West Broad-
casters); and Cecil Woodland (WEJL,
Scranton).
On a related front, FCC Broadcast
Bureau chief Kenneth Cox predicted
that the freeze will last at least a
year. The aim he said "is to weed
out people who never should have
been in broadcasting in the first
place — those with little experience
and insufficient economic backing."
Kudos: Mike Shapiro, general man-
ager for WFAA, Dallas, won the high-
est award given by the Assn. of
Broadcast Executives of Texas at
the annual "Betty Award" banquet
. . . Stephen J. Rooney, general man-
ager of WJAS (AM & FM), Pittsburgh,
has been elected president of Pitts-
burgh Radio and Tv Club for a one
year term commencing in the fall.
62
SPONSOR
28 may 1962
TV Stations
Television toy advertising, in one of
the medium's most dramatic gains
during 1961, jumped 111.3% to over
$15 million according to TvB.
Spot billings went from $5,203,000
in 1960 to $10,805,000 while network
billings went from $2,060,404 to $4,-
542,304.
Mattel, pioneer user of tv on a
52-week basis, spent $2,365,536 in '61,
compared with $1,471,270 the year
earlier. DeLuxe Reading, making the
most substantial increase, spent $2,-
023,850 last year to move into sec-
ond place, against $191,803 the year
earlier.
Another boost for tv came from the
nation's soft drink bottlers who
upped their ad expenditures in ma-
jor consumer media by 10.3 percent
in 1961, with tv's share up 51.5 per-
cent.
Total tv gross time billings last
year were $21,529,427 according to
TvB, an increase of 46.9 percent over
1960's $14,659,360. Spot jumped 40.5
percent to $16,431,000 while network
billings were $5,098,277, up 72 per-
cent.
The top 10 bottlers increase their
tv budgets 49.2 percent while news-
paper billings by the same 10 de-
clined 32.4 percent and magazine
figures dropped 1.6 percent.
The ten largest advertisers in Can-
ada last year allocated nearly 44%
of their total media budgets to tv.
Figures just released by TvB of
Canada showed the top ten spent
$14,506,000 in tv, up 19% over 1960
expenditures.
The top five were even heavier in
the direction of tv, allocating 53.4%
to tv. P&G of Canada led the list
with 92.6% in tv, amounting to $3,-
477,000.
PEOPLE ON THE MOVE: Murvyn W.
Austin to research manager of TvB
of Canada . . . Gene Linder to opera-
tions director of KOA-TV, Denver . . .
Richard J. Mileta to research and
sales development manager of WPIX,
New York . . . George H. Johannessen
to account executive on the New
York agency sales staff at ARB . . .
Amos T. Baron to vice president and
general sales manager of KCOP, Los
Angeles . . . James R. Hoel to local
sales manager of WNBQ, Chicago
. . . John H. Bone, vice president
and general manager of WTVP, De-
catur will also supervise WTVH in
Peoria.
Traffic awards: Tv stations copping
Alfred P. Sloan Awards for outstand-
ing work in highway safety promo-
tion during 1961 were WGN-TV, Chi-
cago; WYES-TV, New Orleans and the
Canadian Broadcasting Corp. In ad-
dition, Carroll E. Gregg and James
L. Pritchett of KWTV, Oklahoma City
got special awards of $1,000 each as
producer and writer, respectively, of
highway safety programs of excep-
tional originality.
IT'S HAPPENING!
/[\ /[\ /[\ /|\ /[\ /]\ /|\ /|\ /|\ /]\ V]V s\\ /pT /[\ /|\ y\\ /j\ /[\ /[\ /|\
HOOPER DOUBLED!!
PULSE UP 50%
BUSINESS I
O T R I P L E D m
FIRST 01 THE L. I, MIL
Forward & upward
AAAAAAA J. J. J. J. J. J. J. X J. 4. J. J. J. J. 4. J. J. X
A A J. AAA A AA AAAA AAA A A A A A A A
-with
r
L
I RAMBLER • BEVERLY HILTON • FULLER PAINTS • FALSTAFF • GENERAL TIRE • CHEVROLET
■H..J..J..J. — *^ ri.A^.^.^.A^.A GLENDALE FEOERAL ■ THRIFTY DRUG ■ HIRES • LUCKY LAGER ■ RAYCO • MARTIN MOTORS
TTTTTTTTTTTTTTTT BUOWEISER • MGM • THRIFTYMART ■ PETER PAN ■ SCHICK ■ BARKER BROS. • VIC TANNYS
RALPHS MKTS • FOREMOST DAIRIES • FLAMINGO HOTEL ■ AMERICAN TOBACCO ■ P. S. A.
MRS. CUBBISON • FORD DEALERS • HOLIDAY TRAVEL ■ S.T.P. • WHITE OWL -FISHER BODY
BON AMI ■ RICHFIELO ■ LESLIE SALT • MARTIN MOTORS -WATER A POWER DEPT. - RCA
SIMPSON BUICK • PLUS PRODUCTS . INTERNATIONAL CIRCUS CBS-TV
VICE PRESIDENT IN
CHARGE OF SALES
6363 SUNSET BLVD.
HOLLYWOOD 28**
CALIF. * HO 2-7271
REPRESENTED NATIONALLY by
EDMUND PETRY & CO., INC.
AAAAAAAAAAAAAAAA
HALL BDCSTG. CO.
M. W. HALL, PRES.
SPONSOR • 28 MAY 1962
63
Kudos: WSLS-TV, Roanoke captured
almost half of the awards handed
out at the Virginia Associated Press
Broadcast Awards.
Radio Stations
The latest leg in RAB's hard-sell
promotion plan came in the form of
an attack on the unawareness of
many ad managers.
Addressing the Atlanta Ad Club,
RAB pres. Kevin Sweeney said few
ad managers become presidents of
their companies because "they are
rarely able to say definitely what the
budget will accomplish."
Sweeney explained RAB's plan to
underwrite studies of sales effective-
ness in 25 markets.
Happy anniversary: To WFBR, Balti-
more celebrating its 40th birthday
... to WGN, Chicago which signed
on the air 19 May 1922 as WDAP
... to G. Richard Shafto, executive
vice president of The Broadcasting
Co. of the South, celebrating 30
years with WIS, Columbia.
New quarters: Broadcast Clearing
House moves to larger New York
headquarters in Suite 1225 in the
\WVOK HAS more
AVDIENCETHM THZ
NEXT 3 BIRMINGHAM i
STATION £ COMBINED*
NOV. DEC 1961
VOK DOM/ NATES ITS AKE/q AS DOES
EACH OF THE BLUE CHIP STATIOWS:
WBAM. MONTGOMERY. ALABAMA
WAPE. JACKSONVILLE. FLORIDA
IFLI. CHATTANOOGA. TENNESSEE
WVOK 690kc 50,000w
BIRMINGHAM. ALABAMA
Associated Press Building at 50
Rockefeller Plaza and opens a Chi-
cago office on 1 June in the Wrigley
Building at 410 North Michigan Ave-
nue.
PEOPLE ON THE MOVE: Tom How-
ard to general manager of KBEA and
KBEY (FM), Kansas City . . . Randy
Dixon to director of news and spe-
cial events at WHAT, Philadelphia
. . . Jim Brown to account executive
in Los Angeles area for KEZY, Ana-
heim . . . E. J. McCaffrey to head of
the Crowell-Collier broadcasting di-
vision, replacing Robert M. Purcell
who joins the parent company. Pro-
graming vice president Charles Blore
also departs the broadcasting divi-
sion . . . Jack Fenster to account ex-
ecutive at Good Music Broadcasters
. . . Frank Craig to general manager
and Bill Calder to program director
of WINZ, Miami.
Kudos: American Feed Manufactur-
ers Assn. gave its farm broadcasters
award to Roddy Peeples, farm serv-
ice director of KWFT, Wichita Falls
. . . WMCA, New York, was cited for
outstanding public service by the
Affiliated Young Democrats of New
York.
Traffic awards: Radio stations cop-
ping Alfred P. Sloan Awards for out-
standing work in highway safety pro-
motion during 1961 were WGN, Chi-
cago; WJR, Detroit; WAVZ, New
Haven; WWOM, New Orleans; KLON,
Long Beach.
Networks
There was lots of buying being done
from the tv networks last week, both
for the summer and next fall.
The summer buyers were Star-
Kist (Burnett), for eight prime-time
and eight daytime ABC TV shows;
Wynn Oil (Erwin Wasey, R&R) for
seven alternate weeks through 7
September of NBC Radio's "News on
the Hour"; Zino Pads of Scholl Man-
ufacturing (Donahue & Coe) for CBS
Radio's "House Party" and 10 a.m.
news; Colgate-Palmolive (Bates) for
participations in NBC TV's "Shari
Lewis Show" starting 30 June.
Thomas Leeming (Esty) picked up
minutes in six daytimers on NBC
TV to start 8 October and another
fall sale at that network was to Min-
nesota Mining and Manufacturing
(MJ&A) for minutes in "Sam Bene-
dict."
In the area of tv specials, NBC
sold its 18 December "Mr. Magoo's
Christmas Carol" to Timex, via War-
wick & Legler.
PEOPLE ON THE MOVE: Howard
Selger to research manager at NBC
Spot sales . . . William W. Edwards
to manager of ABC TV on-the-air pro-
motions . . . Joseph M. Klein to
director, NBC International.
Kudos: Syracuse U. Television and
Radio Center has named Lawrence
White, CBS TV vice president of day-
time programs, as winner of its 1962
Alumni Award . . . Sigma Alpha lota,
national music fraternity, honored
CBS TV's "Leonard Bernstein and
the New York Philharmonic," with
its 1961 tv award . . . ABC Radio got
a special award from the American
Emancipation Centennial Authority,
1963, for public service in the fight
for human rights.
Representatives
Sales management responsibilities
at the Chicago office of Katz are
being re-aligned as a result of the
appointment of Alan Axtell as man-
ager of that office.
Robert Rohde has been named
Chicago sales manager for Western
tv stations and Joe Hogan fills the
same post for the eastern group of
Katz tv stations.
Bill Lee has been promoted to
Chicago sales manager for the Katz
radio stations.
Blair-TV played host to 25 agencies
to present a detailed comparison be-
tween spot tv minutes and network
participations.
To dramatize spot's higher degree
of sponsor identity, Blair asked
64
SPONSOR • 28 MAY 1962
viewers of the presentation to match
10 products with the 10 network
shows in which they appear via a
table card quiz called "Who's on
First?"
Rep appointments: WTAF-TV, Mar-
ion, Ind. to Weed Television . . .
WCCO, Minneapolis -St. Paul re-
newed five-year contract with CBS
Radio Spot Sales . . . KAIL-TV, Fres-
no to Tele-Radio & Tv Sales, for
national sales.
PEOPLE ON THE MOVE: Myron E.
(Mel) Grossman to director of sales
promotion for H-R Representatives
and H-R Television.
Film
MGM Telestudios has published its
second "Question and Answer" fact
book on video tape for the commer-
cial production industry.
The first book came out in Janu-
ary of 1960 and, says MGM, many
significant changes in the past two
years prompted this updated edi-
tion.
Questions about video tape are
answered in a concise, non-techni-
cal manner.
Sales: ABC Films' "The Rebel" al-
ready sold to about 12 top markets,
including WABC-TV. New York;
KCOP, Los Angeles; WGN-TV, Chi-
cago; WXYZ-TV, Detroit ... MCA TV
sold its seven full-hour off-network
series to 27 more stations . . .
Twentieth Century-Fox Tv's off-ABC
TV hour-long series "Adventures in
Paradise" has sold in 23 markets
since its release three weeks ago.
New properties: MCA TV is offering
77 half-hours of "The Restless Gun,"
which had runs on NBC TV night-
time and ABC TV daytime. It stars
John Payne.
PEOPLE ON THE MOVE: William G.
Seiler to southern division manager
of ABC Films . . . Guy della Cioppa
to executive producer of Van Ber-
nard Productions . . . Richard Gray
to director of sales for Van Praag
Productions.
Equipment
MobilFounds Corp., Santa Maria,
Calif., has a new mobile tv audio
monitor for professional use by those
who have occasion to monitor tv
programs.
The instrument, easily installed in
automobiles, translates or converts
the vhf tv frequency for reception
over the am car radio without inter-
fering with normal operation of the
radio itself.
It's now being manufactured on a
custom basis.
Ampex Corp. sales exceeded $84,-
000,000 in the fiscal year ended 30
April, up more than 20% from the
$70,105,000 the year before.
Net earnings are estimated at
$2,600,000 or 33 cents per share vs.
a net loss of $3,930,000 or 51 cents
per share in fiscal 1961.
New products: The FCC has just
issued type approval covering the
McMartin Industries TBM-3000, FM
Broadcast Frequency Monitor which
sells for $495 . . . Jenfred Inc. has
unveiled its Jenfred Threplex which
can project as many as nine slides
simultaneously with moving effects
providing changing combinations,
animations and other special ef-
fects. It's been used during its ex-
perimental stage for Norelco Shaver,
The American Heritage Show and
the Kate Smith Program . . . RCA
introduced a new AM/FM stereo
multiplex/ tuner amplifier in Chicago
last week.
PEOPLE ON THE MOVE: Merrill A.
Trainer to the new post of manager,
international operations liaison, RCA
Broadcast and Communications
Products Division . . . Don Cinalia
to assistant sales manager of the
Industrial Products division of Jer-
rold Electronics Corp. . . . M. E. Mor-
row to chairman of the board of
Telex.
$ $ $ $ $
Cash Register Sales
are
"PEOPLE
TO
PEOPLE"
in Kansas City
it's
"PERSONALITY
SELL"
K.C.'s Modern Sound
for
Sound Selling
Irv Schwartz
V.P. and Cen'l. Mgr.
SPONSOR
28 may 1962
65
Public Service
The pitfalls and rewards of broad-
cast editorializing were outlined to
broadcast newsmen in Illinois.
The scene was a News Clinic
sponsored jointly by the U. of Illi-
nois school of journalism and com-
munications, the News Broadcasters
Assn. and the national Radio-Tv
News Directors Assn.
Lead off speaker was William B.
Monroe, Jr., now director of news
for NBC in Washington but formerly
news chief at the WDSU stations in
New Orleans.
Monroe conceded there is justifi-
cation for the fear that editorializing
lacks a journalistic objectivity but
said there is also proof that it brings
life to a news operation.
Two stations have just published
annual reports on their public serv-
ice activities.
WJXT, Jacksonville put out a 16-
page booklet called "Awareness —
'61" which contains 32 photographs
illustrating the station's efforts in
this area.
WSJS (TV & AM) registered an
almost 50% increase in public serv-
ice programing over last year, docu-
mented in a brochure entitled "In
the Public Service."
Public Service in Action:
• The ABC Radio o&o's are con-
ducting a "Highways to Hope" cam-
paign for the National Multiple
Sclerosis Society. A huge hope
chest will travel to the five cities
where ABC has stations. The first
person to open the combination lock
will get a trip for two to Washington,
D. C.
• WICS (TV), Springfield person-
alities Nick Alexander and Wally
Gair discovered, while covering the
storm which killed 12-year-old Gary
Keller, that the family was in need
of financial help. A three-day appeal
brought in $712.
• WCBS-TV, New York announced
a grant of four scholarships of
$1,000 each to outstanding students
in the all-city high school chorus
and orchestra for continued study
in the field of music.
Kudos: KETV, Omaha got an award
plaque from the Nebraska Council
for Educational Television in Teach-
ers' College at the U. of Nebraska
. . . George Grim, KMSP newscaster,
was selected by the Minneapolis
Citizens Committee on Public Edu-
cation for the 1962 ETV Award for
Outstanding Moderator of the "World
Affairs" series which appeared over
KTCA-TV, local educational station
. . . WTOL-TV, Toledo won the Ohio
State Bar Assn. Journalism Award
for "The Law" . . . Sterling C. Quin-
Out standing values in broadcast properties
\
An estate liquidation on a fulltime station. Needs
an owner-operator. Fine educational area. Small
downpaymen! and a liberal payout.
NORTHWEST
$70,000
Profitable daytimei in a single station market.
Personal circumstances makes this a bargain at
$65,000 on nrm-. with S25,000 cash down.
TEXAS
$65,000
BLACKBURN & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO ATLANTA BEVERLY HILLS
lames W. Blackburn H. W. Cassill Clifford B. Marshall Colin M. Sclph
Jack V. Harvey William B Ryan Stanley Whitaker Calif. Bank Bldg.
loseph M. Sitrick Hub (ackson Robert M. Baird 9441 Wilshire Blvd.
RCA Building 333 N Michigan Ave John C. Williams Beverly Hills, Calif.
FEderal 3-9270 Chicago, Illinois 1 102 Healey Bldg. CRestview 4-2770
Financial 6-6460 lAckson 5-1576
Ian, ABC v.p. in charge of WBKB-
TV, Chicago was re-elected to the
Board of Directors of the local
American Red Cross chapter . . .
WXYZ-TV, Detroit won a citation of
merit from the Michigan Chapter of
the National Multiple Sclerosis So-
ciety.
Station Transactions
Public Service Television has filed
an application with the FCC to re-
gain the right to operate channel 10
in Miami.
The company had operated WPST
from August 1957 to November 1961.
Last year the FCC gave L. B. Wilson
Co. a temporary permit to operate
that channel and set a 21 May 1962
deadline for new applications.
Public Service Tv, a wholly owned
subsidiary of National Airlines, is
basing its current application on tes-
timonials of past service to south-
eastern Florida.
A CATV sale in excess of $500,000
has been negotiated by Blackburn.
System is Midwest Microwave Inc.,
Television Transmission Co. of Peru-
LaSalles, III. whose officers are Earle
S. Nelson Sr. and Jr.
Buyer: Americantenna Corp. of
Denver. Calvin G. Heisler is chair-
man of the board and Col. Wendell
W. Fertig is president.
Trade Pates
The Georgia Assn. of Broadcasters
and the South Carolina Broadcasters
Assn. will hold one of the first com-
bined state meetings this summer.
Scheduled for 5-7 August at the
Holiday Inn, Jekyll Island, the two
groups will share the social events
and programs but will hold separate
business meetings on the final day
of the convention.
NAB president LeRoy Collins will
be one of the featured speakers.
Calendar: The AFA Seminar will be
held at Harvard U. from 15-27 July
. . . The Fall Convention of the Texas
Assn. of Broadcasters will be 21-22
October at the Granada Hotel in
San Antonio. ^
66
SPONSOR
28 may 1962
! ^^ [
Sponsor backstage {Continued from page 12)
an excellent example of another of my pet themes, the interdepend-
ence of each branch of show business on the other, as illustrated in
today's sermon on industry awards. On the Tuesday following the
Emmy Awards, the aforementioned National Academy of Recording
Arts and Sciences awards, called Grammys, will be presented at the
Waldorf Astoria.
Judy's "Judy at Carnegie Hall" is up for the award as "Album of
the Year." And her performance in that package is up for the "Best
Solo Vocal Performance — Female" prize. The Grammy nominations
contain many other examples of how each branch of the entertain-
ment art draws from others.
Incidentally, the only recording of a television score which won
a nomination was the Johnny Williams record of the "Checkmate"
score.
Battling "Moon River" for the "Song of the Year" title is "Make
Someone Happy" from the Broadway musical comedy, "Do, Re,
Mi." The interrelationship between motion picture, Broadway thea-
ter and television material and/or performers is, neither new nor
startling. But our Grammy nominations turn up an exceptionally in-
teresting contender from the advertising business. On 4 May Stan
Freberg was given a citation by the annual American Television
Commercials Festival in New York for his series of commercials for
Chun King, Nytol, Cheerios, and TV Guide. And more recently the
Radio Advertising Bureau gave Stan its top award of $1,000 for
creative excellence in commercials first heard on radio in 1961. Stan
won the grand for his Meadow Gold Dairy spots, which ribbed "My
Fair Lady." Hill, Rogers, Mason & Scott of Chicago was the agency
for the account.
A nation of prize-givers
One more reason why I question whether radio and television's
more serious-minded leaders will have too much success in curtail-
ing awards activity is that we are, let's face it, a nation of prize-
givers and top-10-worshippers. We enjoy arguing about the worthi-
ness of the winners. No awards were ever given in any phase of
show business which weren't challenged by any number of very
vocal minority groups.
You surely recall the fuss made in many quarters over the special
award the Peabody judges gave to FCC Chairman Newton Minow.
There had been talk that the Television Academy was planning to
invite him as an honored guest to the Emmy festivities. On the
mere report there was a reasonable number of screams of protest.
This year's presentation of the Grammys by the National Academy
of Recording Arts and Sciences, incidentally, is the only one of the
major entertainment industry awards events which is not being tele-
cast. Why not is a long, sad story, which I don't intend to go into
here. (Incidentally, this show would make as good a buy for the
right advertiser as either the Oscars or the Emmys). But the other
day I got a nice note from Mark Olids, program director of WNEW,
New York, in which Mark said:
"WNEW will do the exclusive broadcast of the ten key NARAS
Grammy Awards from 11 to 11:30 p.m. on May 29. . . . Since
WNEW has a large stake in the record business, we intend to see
that this affair is given all the importance it truly deserves."
That, too, I think, is a nice example of interdependence. ^
Sorry, we
don't cover
Moscow . . .
SPONSOR'S
5-CITY TV RADIO
DIRECTORY
. . but just about every
other 'phone number you
need is in SPONSOR'S
5-CITY TV/RADIO
DIRECTORY.
Networks, groups, reps, agencies,
advertisers. Film, tape, music and
news services. Research and promo-
tion. Trade associations (and even
trade publications).
All in the convenient pocket-size,
for only $.50 from
SPONSOR
555 Fifth Avenue, N. Y. 17
SPONSOR
28 may 1962
67
WHAT ARE
YOUR
PHOTO
REQUIREMENTS?
amMiiiniiiiiiiiiiiiniiiiiiiiii^
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W hen we show a prospective client
just a few samples of our publicity
photography, he more-than-likely ex-
claims, "Hadibutknown!" This puzzles
us for a moment but then he con-
tinues, nodding with approval. "Such
fine photos," he says, "such fair rates
('did you say only $22.50 for 3 pic-
tures, $6 each after that?') — and such
wonderful service ('one-hour delivery,
you say?') — why, had I but known
about you I would have called you
long ago." Well, next thing he does is
set our name down (like Abou Ben
Adhem's) to lead all the rest of the
photographers on his list. Soon, of
course, he calls us for an assignment
and from there on in he gets top
grade photos and we have another
satisfied account. (Here are a few of
them: Association of National Adver-
tisers — Advertising Federation of
America — Bristol-Myers Co. — S.
Hurok — Lord & Taylor — New York
Philharmonic — Seeing Eye — Visit-
ing Nurse Service of New York.) Why
don't you call now and have our rep-
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68
Tv and radio
owir'iri
'
Willard L. Dougherty has been named
general sales manager at sponsor. Dough-
erty has been eastern sales manager and
assistant sales manager since joining the
magazine in January 1960. He was pre-
viously a sales representative for five years
with WJW-TV, Cleveland, executive vice
president and general manager of WDOK,
Cleveland, sales manager at WSRS, Cleve-
land, station manager at WHHH. Warren. 0. and station manager
at WRBL, Columbus, Ga.
Ken H. James has been appointed sales
manager of KETV, Omaha. James joined
the tv outlet in July 1959, serving as pro-
gram department manager until taking up
his new duties. He has an extensive broad-
casting background which includes engi-
neering, announcing, sales, and television
directing over a period of 20 years. From
1957 to 1959 he was manager of the pro-
gram department for KENS-TV, San Antonio. Replacing James as
head of the KETV program department is R. Douglas McLarty.
James E. Bailey, who began his broad-
casting career in Birmingham in 1937 and
was manager of WBRC radio in 1953, ha«
returned to the Taft station as general man-
ager. Before entering the broadcasting
field, Bailey had been associated with the
advertising department of the Birmingham
News since 1924. During his broadcasting
career he has been general manager of
WAGA (AM and TV) in Atlanta and WSPD radio in Toledo. He
was manager of WJW radio, Cleveland, before returning to WBRC.
Henry 0. Pattison has been elected chair-
man of the executive committee of Benton
& Bowles. He'll continue as head of the
agency's plans board. Pattison joined B&B
in 1912 as copy group head after 10 years
as copywriter and later group head with
J. Walter Thompson. In 1943 he was
named a v.p. and was elected to the board
of directors in 1947. In 1952 Pattison was
named senior v.p. and chairman of the plans board. He served as
head of creative services until February 1958.
SPONSOR
28 may 1962
Ml
frank talk to buyers of
air media facilities
The seller's viewpoint
Prompted by a recent sponsor article on radio's changing formats, Martin
Beck of The Katz Agency wrote some thoughts of his own on the subject
for this column. The rapid changes in program formats, Beck writes,
require that "broadcasters and representatives keep the buyer informed."
A 23-year veteran at Katz, he was appointed assistant radio sales manager
in October 1959. A graduate of Cornell University in 1938, Beck's first
job in radio was with KOIL, Omaha. A long-time New York radio salesman,
he has been "on the street," calling on major advertising agencies for Katz.
Radio's changing sounds are a timebuyer's homework
I
f the editors of sponsor don't mind [Ed. note: We
don't], I'd like to offer this as a post-script to the recent
two-part article on "Radio's Changing Sounds" [30 April,
7 May]. For I feel that even in those two generous in-
stallments only the broadest aspects of the subject could
be covered.
Radio is changing so frequently, and often in such
subtle ways, that if you're a radio timebuyer and you've
been away from the office for a spell, the chances are you
will have to re-evaluate any pet list you may have of
"must-buy" radio stations. And, you will now have to re-
examine such a list every time a major buy comes up.
There are, of course, the obvious basic changes that
have been taking place in the switch-over from predomi-
nantly "modern music" operations. WHN, New York, as
SPONSOR pointed out, is one example of the drastic change.
And there are many less dramatic, but equally important
changes taking place all over. Some of the steps taken by
radio stations to achieve a new sound are quite subtle; but
be they obvious, or slight and subtle, the changes in sta-
tion programing that are going on in markets everywhere
almost always have a marked effect on a station's appeal to
listeners. And radio timebuyers now, more than ever, will
have to make every effort to keep abreast of the changes.
(We understand Young & Rubicam, for example, recently
had a team of observers out on the road, listening to and
evaluating the new sound of radio stations in a large num-
ber of markets.)
How very exciting it is to realize that much of the copy-
cat, "me-too" element is disappearing! No intelligent ra-
dio station operator today can afford to be the second-best
"modern music" station, the second-best "middle-of-the-
road" music station, the second-best "better music" sta-
tion. No matter what niche he seeks, he must zealously
work to be the best.
It's interesting to chat with agency people back from
vacation. They'll invariably comment on their radio lis-
tening with remarks like:
"I never realized how much the stations have changed
their programing since I was in that market."
"I haven't always been impressed with the over-all image
of station XXXX — but they have a better station. Their
music, news, production have improved tremendously."
And that's the healthiest thing that's happened to radio
in years. The net result is that every city is beginning to
hear the best radio ever — the refined end-product of
thoughtful programing, polished production, intelligent
promotion, and provocative and listenable public service
features. It takes long hours, much exercise of the cerebel-
lum, loving care — and money. But it's worth it.
Radio now has many faces. And every visage has its
fans. This most certainly has complicated the lives of the
buyers of time who must keep up with these changing and
improving concepts. But keep up with them they must,
for the unfortunate alternative is that they may spend their
client's money without full effect they may vainly di-
lute their sales messages by reaching the same segment of
the public time and again, and. in many cases, the wrong
audiences altogether for their product messages.
The knowledge of the programing profiles of America's
radio stations is as important to the buver of time today as
the pure rating and coverage criteria were ten years ago.
The broadcaster's job, and the representative's job, is
to keep the buyer informed and aware of these changes.
But it is the buyer's job. and a tough one. to spend the
time and effort needed to absorb the information. The net
result of "Radio's Changing Sounds" is that radio 1962 is
better than ever — and still improving. Radio 1962 is effec-
tive for the advertiser — that's why more monev is being
spent in the medium. And there's much more to come. ^
SPONSOR • 28 MAY 1962
69
SPONSOR
Clear heads on product protection
The bitter argument which exploded in last week's issue of
sponsor and other trade publications on the product-protec-
tion battle involving Ted Hates and Westinghouse Broad-
casting cannot he settled easily or with strong-arm tactics on
either >ide.
Bates, Y&R and other agencies and their advertiser clients
have been .mowing genuinely disturbed over the trend to
relax product protection rules on tv and radio stations and
networks.
Stations and networks on the other hand have been com-
plaining with increasing vehemence that old product protec-
tion rules and procedure, have involved them in a statistical
nightmare — an utterly impossible situation, brought on by
the vast proliferation of brands, and the expansion of com-
panies into new product areas.
Neither side is entirely without rights in the case. Both
have strong arguments favoring their position. Both are
growing more heated and determined.
We suggest, however, that it would be tragic if the present
atmosphere of hostility were allowed to ripen and fester and
agency-station relations were allowed to deteriorate further
because of product protection differences.
What is clearly needed is an open, honest, out-on-the
table meeting of minds, and believe that the TvB and the
4As should take the lead in scheduling such a session.
Let all the facts about product protection — its value to
advertisers, its headache to broadcasters — be brought out in
the open, and a solution found through a cool-headed exami-
nation of facts, not the hot-tempered issuance of inflamma-
tory orders, or publicity statements.
We call on Norman (Pete) Cash of TvB and John Crich-
ton ol the 1 As to take the lead in organizing such a forum.
We suggest that they enlist all possible sources of help, the
ANA, NAB, SRA and the network-, and present all aspects
ol the problem.
At all events, let the matter of product protection be ap-
proached with clear heads and good faith on both sides. It is a
difficult, knotty, tangled subjeel which is not going to get any
easier with the passage of time. ^
lO SECOND SPOTS
Tough neighborhood: And you
think your neighborhood was tough.
One of the writers of the Untouch-
ables learned about hoodlumism first
hand as a boy on New York's lower
East side. He told a magazine inter-
viewer, "The neighborhood in which
I grew up was so tough that whenever
a cat stalked dow n the street with ears
and a tail, everybody knew it was a
tourist."
Basic psychology: Tom Chisman of
WVEC-TV, Norfolk-Newport News,
was on his way to Idlewild Airport
last w?eek when a careless pedestrian
darted in front of the cab he was in.
The driver swerved and managed to
miss him. giving the side of his cab
a resounding slap with his left hand
as he did so. Chisman unsnarled him-
self in the back seat and asked. "What
was the big idea of that slap?" "Yen
simple," said the cabbie, who obvi-
ously was a student of Dr. Ernest
Dichter. "If I sounded my horn he'd
have known I saw him and he'd ig-
nore me and go on the same way next
time. When I banged my door, how-
ever, he thought he'd been hit — and
he won't forget in a hurr\ ."
Boyhood: Martha Wright, star of
Rogers & Hammerstein's Sound of
Music, officiated at the luncheon given
by the Advertising Sportsmen of New
York at Mike Manuche's. her hus-
band's restaurent. Presenting Jack
Staub of Palmer Associates with a
prize representing two weeks' use of a
motorboat given by Traveler, and a
Cox trailer, she said of her husband.
"Mike was raised in a trailer. In
fact, he was the only little boy whose
home ran away from him."
Running scared: When Bill McDan-
iel, executive v.p. of NBC Radio, was
officially made president of the Inter-
national Radio & Tv Society (form-
erl) the RTES) at a luncheon last
week, comic Jan Murray told the
audience. "All vou advertising gu\s
are the same. Prom the minute you
get up in the morning you're dogged
by fear. Fear of the client, fear of the
v.p. in charge of. fear of a hundred
different things. Just to prove my
point, is there one single agencv man
here who will stand up and volunteer
to take the Revlon account?"
70
SPONSOR
28 may 1962
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at Station Rrprt$entativf
RECEIVED
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
4 JUNE 1962— 40c a copy / $8 a year
AGENCY ENIGMA—
is marketing dead as
an agency function?
Ad leaders ponder a
vital question p 27
ABC TV's HOT SEAT
— a close-up of Tom
Moore and how he is
changing the course of
the network p 32
r.
TkU
ros.'
most popular
TV series are
available on an
individual
arhet basis.
AVERICK, starring James Garner and Jack Kelly; ■ SURFSIDE 6, starring Van
illiams, Lee Patterson, Diane McBain and Margarita Sierra; ■ SUGARFOOT, starring
ill Hutchins; ■ THE ROARING 20's, starring Dorothy Provine, Rex Reason, Donald
ay and Gary Vinson; ■ BRONCO, starring Ty Hardin; ■ BOURBON STREET BEAT,
starring Andrew Duggan, Arlene Howell and Richard Long; ■ THE ALASKANS, starring
Roger Moore, Dorothy Provine and Jeff York; ■ LAWMAN, starring John Russell,
Peter Brown and Peggie Castle; ■ COLT. 45, starring Wayde Preston and Donald May.
Warner Bros.' TV Division, 666 Fifth Ave. New York, N,
WHO Radio
reaches 42%
of all the homes in
«
IOWA PLUS
jj
fflinn.
'
■
DURING the years since NCS No. 2, the idea
has grown and grown that, to reach an
important percentage of radio listeners in any large
area, it is necessary to use a multiplicity of stations
throughout the area.
NCS '61 now proves that this is not true in WHO
Radio's case. Al^c of the total homes {AA°/0 of radio
homes) in the mapped area above listen to WHO
Nielsen
Coverage
Service
1961
Mop © 1962
A. C. Nielsen Co.
Radio weekly. WHO Radio actually reaches 354,050
homes in Iowa, Minnesota, Illinois and Missouri.
Today as for many, many years, you can talk to
more people per dollar with WHO than with any
other radio station in Iowa. By any and every
measure, WHO Radio is one of the greatest "buys"
in American advertising.
WHO
for Iowa PLUS!
Des Moines . . . 50,000 Watts
NBC Affiliate
WHO Radio is part of Central Broadcasting Company, which also owns
and operates WHO-TV, Des Moines; WOC and WOC-TV, Davenport
to
^--^ Peters, Griffin, Woodward, Inc., National Representatives
J
WPEN wins more top awards for
news in Associated Press Competition
than any other radio station
in Pennsylvania . . .
Results of Associated Press Awards to Radio Stations in Pennsylvania . . .
OUTSTANDING OUTSTANDING
WOMEN'S NEWS COMMENTARY
EDITORIALIZING
OUTSTANDING
REPORTING
OUTSTANDING
NEWS OPERATION
FIRST WPEN FIRST WPBS FIRST WCAU FIRST WPEN FIRST WCAU
SECOND WPEN SECOND WPEN SECOND WPEN
You can't win 'em all, but we believe the above record supports our
claim that your commercial gets a pretty good break on WPEN.
THE STATION OF PERSONALITIES
REPRESENTED NATIONALLY BY GILLPERNA, INC., NEW YORK
SPONSOR • 4 JUNE 1962
Ir'V Ff
I" \\
■•iiniiii;
I* «r
, ■ ■
te^
Him n
OTHER STATIONS,
PLEASE COPY!
It's a charmer, that KELO PLAN RADIO.
But there's no patent on it. Once you've
watched it perform for you, Molohon-style,
on KELO SIOUX FALLS, feel free to ask
your station buys in other markets to
wrap you up a package like it too. The
live ones will, and we'll be happy to for-
ward them the KPR blueprint.
KELO PLAN RADIO is a whole new method
of massive saturation — easy to buy as a
single spot. It gives you machine-gun cov-
erage across the clock . . . driving times
in droves . . . KELO's other peak periods
too . . and KELO LAND'S full battery of
personalities to talk up your spots. Get
with it!
NBC
KELO
13,600 WATTS RADIATED POWER
Sioux Falls, S.D. and all Kelo-land
JOE FLOYD, President
Jim Molohon, Mgr. ; Evans Nord, V P. & Gen. Mgr.
Represented nationally by H-R
in Minneapolis by Wayne Evans & Associates
Midcontinent Broadcasting Croup
KELO-LAND tv and radio Sioux Falls, S. D.;
WLOL am, fm Minneapolis-St. Paul; WKOW/am
and tv Madison. Wis.; KSO radio Des Moines
© Vol. 16, \o. 23 • 4. JUNE 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Is marketing 'dead' as an agency function?
27 sponsor asks a rude question about a vital industry issue, and the
top echelon of agencies give some sharp, searching, provocative answers
Radio's unknown audience
30 Listeners tune-in more often, have more definite opinions on radio adver-
tising than is generally believed; reactions are revealed in BBR surve)
The Tom W. Moore picture at ABC TV
32 Ollie Treyz's replacement predicts SRO business at ABC TV but says real
punch won't come until '63-'64 — says Minow's influence is for better
Tv gets 89% of wax budgets
34 Floor-furniture polish advertisers spent $18.8 million in tv in 1961,
an 11.5% rise over 1960; Johnson buy- \Ocr of total; Beacon enters video
Chevron backs safety belts
36 Caloil dealers meet new faces by selling seat belts at cost and in-
stalling them free; radio gets the biggest play in four-media campaign
Local shows' new tv 'web'
37 TAC's cooperative plan for distributing best locally produced tv shows,
attracts much nation-wide interest from both stations and advertisers
NEWS: Sponsor- Week 7, Sponsor-Scope 19, Spot-Scope 56, Washington
Week 55, Sponsor Hears 58, Sponsor-Week Wrap-Up 62, Tv and Radio
Newsmakers 68
DEPARTMENTS: Commercial Commentary 14, 555/5th 16.
Timebuyer's Corner 42, Seller's Viewpoint 69, Sponsor Speaks 70, Ten-Second
Spots 70
Officers: Mormon R. Glenn, president and publisher; Bernard Piatt, ex-
ecutive vice president; Elaine Couper Glenn, secretary-treasurer.
Editorial: editor, John E. McMillin: news editor, Ben Bodec; senior editor,
Jo Ranson; Chicago manager, Given Smart; assistant news editor, Hertford
Ehrlich; associate editors, Mary .Lou Ponsell, Jack Lindrup, Mrs. Ruth S.
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor, Jack Ansell, colum-
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Lore;
editorial research, Mrs. Carole Ferster; special projects editor, David Wisely.
Advertising: general sales manager, Willard L. Dougherty; southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spongier; western
manager, George G. Dietrich, Jr.; production manager, Leonice K. Mertz,
Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs.
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Syd
Guttman; secretary to the publisher, Charles Nash; George Becker, Michael
Crocco, Jo Ganci, Patricia L. Hercula, Mrs. Judith Lyons, Mrs. Manuel a
Santalla, Irene Sulzbach; reader service, Mrs. Lenore Roland.
7—77-.
Member of Business Publications
Audit of Circulations Inc.
O 1962 SPONSOR Publications lac.
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation, and
Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40;. Printed U.S.A. Published weekly. Second
class postage paid at Baltimore, Md.
SPONSOR
4 june 1962
to 6 of America's Top 10 Markets
Fast reaction is common reaction with RKO General audiences.
Their built-in loyalty to these strong stations, and their belief
in the dependability of RKO General advertisers mean that you
need less time to introduce a service, build a brand, make a sale.
You sell fast on RKO General stations because you sell
in 6 of the top 10 markets, plus one of the South'
richest areas. You reach areas populated by
67 million consumers.
You sell fast because adult programming
and a sense of community responsibility
have helped make RKO General the largest,
most powerful independent broadcast chain
•in the country.
Get the details on reaching the RKO General target markets,
fast and efficiently. Talk to your local RKO General Station or
the RKO National Sales Division man.
NATIONAL SALES DIVISION OFFICES
New York: Time & Life Building, LOngacre 4-8000
Chicago: The Tribune Tower, 644-2470
Hollywood: 5515 Melrose, Hollywood 2-2133
San Francisco: 415 Bush St., YUkon 2-9200
Detroit: Guardian Bldg., WOodward 1-7200
Atlanta: 1182 W. Peachtree N.W., TR 5-9539
Dallas: 2533 McKinney St., Riverside 2-5148
nver: 1150 Delaware St., TAbor 5-7585
A GENERAL TIRE ENTERPRISE
NEW YORK WOR-AM/FM/TV
DETROIT CKLW-AM/FM/TV BOSTON
SAN FRANCISCO kfrc-am/fm
LOS ANGELES khj-am/fm/tv
^aX^nVtWORK MEMPHIS WHBQ4M/TV
WASHINGTON, D.C. wgms-amfm
SPONSOR
4 june 1962
king-size audience
v/efcl
Your advertising dollar spent on this multi-city station is doubly
rewarding. First, because of its wide market coverage, including
several metropolitan areas, and many other cities and towns. Second,
because of the vast size and loyalty of its audience. WGAL-TV is
far and away the favorite of viewers in hundreds of communities.
WGAL-TV
Lancaster, Pa.
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres.
■
Representative: The MEEKER Company, Inc.
New York . Chicago • Los Angeles • San Francisco
SPONSOR • 4 JUNE 1962
4 June 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
FCC BLOCKS CBS PLAN
FCC rules CBS TV compensation plan Is in violation;
orders 40 CBS station contracts to be renegotiated
Washington:
The FCC last week unloaded a
hard tackle on CBS TV in the net-
work's efforts to get a better clear-
ance break from affiliates.
Ruled the FCC:
1) The new CBS TV compensation
plan fattening up the clearance in-
centive was in violation of the com-
mission's rules and regulations.
2) The network must renegotiate
the contracts with some 40 stations
that accepted the new compensation
plan. (In other words, make it un-
binding.)
The plan, under attack from the
Department of Justice also via a
suit, provides for stations getting
10% of the regular station rate for
the first 60% of network program-
ing and 60% of the card rate for
each additional hour of CBS TV pro-
graming cleared.
Under the old compensation plan
affiliates cleared the first five hours
gratis and received 30% after that.
At the time CBS TV announced
the plan NBC TV intramurally ex-
pressed a scepticism about the net-
work being able to put it through in
light of the option time pressures
being exerted from various Wash-
ington quarters.
(In New York CBS TV headquar-
ters said that it would reserve com-
ment on the FCC's ruling and order
until it's had a chance to study the
decision.)
The Justice Department had filed
a suit in New York City on 12 April
against CBS, charging the network
with forcing stations under the new
plan to take almost the entire net-
work afternoon and evening lineup.
The FCC said it believed the CBS
plan was intended "to hinder a sta-
tion" from clearing for other net-
work and non-network programs."
RKO's SUBSCRIPTION TV
OUTLET TO START SOON
WHCT, Hartford, said to be the
nation's first subscription tv station,
will go on the air 29 June on chan-
nel 18.
The station, which will not have
commercials, goes on the air with-
in four months in a U. S. Court of
Appeals decision upholding an earli-
er FCC license allowing the owner,
RKO General, to conduct a three
year test of the Zenith subscription
tv system.
Y&R MEDIA DEPT.
MAY GO CHIEFLESS
It now appears that Young & Rubi-
cam, which placed over $95 million
in air media and some $225 million
in all media last year, will be with-
(Continued on page 10, col. 3)
Voice style use
in legal jeopardy
There may well be sweeping
implications for animated com-
mercials and cartoon program-
ing in a Federal court decision
that an entertainer has the right
to sue for unauthorized use of
imitations of his style or vocal
delivery.
The decision could apply to
commercials and cartoon shows
that borrow the voice style of
well known comedians. The pre-
cedent came up in the suit of
Bert Lahr for $500,000 against
Lest oil and Robert Lawrence
for alleged use of his style in
animated commercials seen in
1958.
The case was first dismissed
in a Boston Federal court but
has now been sustained in a
Court of Appeals.
Lahr's lawyer said he may
also sue Kellogg for a parallel
jnauthorized characterization in
Yogi Bear, a national spot car-
toon series produced by Screen
Gems.
NBC TV writes $9.2 mil.
in 1962-63 daytime
NBC TV reported last week day-
time sales for 1962-63 amounting to
$9.2 million (estimated) in quarter
hours and minutes.
Three advertisers signed for ex-
tensive quarter-hour schedules. They
are: P&G (Compton, B&B, D-F-S),
Borden (Y&R), Miles (Wade).
In addition, Quaker Oats (Lynn
Wade) came in for minutes.
SPONSOR • 4 JUNE 1962
SPONSOR- WEEK/ 4 June 1962
MEXICAN TV MOGUL
TO INVADE U.S.
A network of seven Spanish lan-
guage tv stations in the U. S. near
the Mexican border has been formed
and a national sales representative,
Spanish International Network Sales,
has been created for the stations.
What's novel is that Emiiio Azcar-
raga, Jr., an important figure in Mex-
ican tv, is behind the group which
is invading seven U. S. tv markets.
So far all the markets announced
are near to the Mexican border-
but reports were circulating last
week that Azcarraga was negotiating
for a station in New York City.
There are said to be 3 million
Spanish speaking viewers covered
by the U. S. border stations.
Carlos Franco has been appointed
v.p. and general manager of the
newly created sales representative,
Spanish International Network Sales.
The seven stations, which are the
only stations received in the United
States which program entirely in
Spanish, are KWEX-TV, San Antonio;
XEFE-TV, Nuevo Laredo-Laredo; XEJ-
TV, Juarez-El Paso; XEFA, Nogales-
Tucson; XEWT-TV, Tijuana-San Di-
ego; XEM-TV, Mexicali-EI Centro, and
KMEX-TV, Los Angeles (in construc-
tion, starting 1 September).
Emiiio Azcarraga Jr., is president
of SI and Rene Anselmo is execu-
tive v.p. in program production.
Franco was formerly with Y&R,
Kudner, and Crosley Broadcasting.
Pulse: battery radio
ratings 13 years old
Pulse, replying to Nielsen's recent
announcement of a new battery ra-
dio audience measurement service
without mentioning the rival by
name, last week retorted that it has
been doing just that for the past 13
years.
Pulse president Sydney J. Roslow
points out that Pulse measures out-
of-home auto and battery radio lis-
(Continued on page 62, col. 1)
Trendex to start
ad impact service
Trendex has developed a new
syndicated service which it calls
the Advertising Penetration In-
dex.
\ new quarterly service will
use 5000 households for 3000
complete interviews to deter-
mine hrand acceptance and
awareness.
Trendex's tv audience meas-
urement services will continue
on a custom hasis.
The first API. prepared late
in June, will he ready late in
July. The next reports will he
axailahle in late October, Janu-
ary 1963, and the following
\|ii il and Juh .
Trendex will relate advertis-
ing penetration to the following
scale: unawareness. awareness,
comprehension, conviction, ac-
tion, and repeat action.
The service intends to meas-
ure what it calls "Share-of-
Mind," a preliminary to an
advertiser s share-of-market.
BERGMANN FORMS UNIT,
CHARTER PRODUCERS' CO.
Ted Bergmann has formed Charter
Producers' Corporation, a new pro-
graming company. He resigned as
v.p. of advertising for Revlon re-
cently.
Bergmann describes the new com-
pany as "a producers company
wherein the members will function
individually and collectively in the
production, acquisition, and man-
agement of program properties."
The plan calls for a revolving fund
available to producers who will con-
centrate on the creative end of tv
production while Bergmann handles
the business end.
The group also intends to plan
programs for advertisers.
Bergman, before joining Revlon,
was president of Parkson Advertis-
ing for three years and v.p. and as-
sociate director of tv for McCann-
Erickson for two years.
WALL ST. DIP, CLIMB
STIRS MADISON AVE.
The attention of Madison Avenue
was riveted on Wall Street last week
as admen watched to see what kind
of recovery the stock market would
make after its most drastic drop
since 1929.
The networks jumped in with
news coverage, following the mar-
ket on regularly scheduled news pro-
grams, and adding special shows.
ABC TV did not add any special
programs but Howard K. Smith cov-
ered the situation on his Wednes-
day show, and the network has Walt
Rostow and Walter Heller coming
up on Issues and Answers on 3 and
10 June. ABC Radio added no spe-
cial coverage.
A humorous sidelight at ABC: an
episode of Leave it to Beaver called
"Stocks and Bonds" was inserted
into the network schedule for 23
June.
CBS TV did a special show from
7:30-8 p.m. on Wednesday, and CBS
Radio added 10 minutes of extra
news on the market Tuesday at 4:35
p.m.
NBC TV added a special news
show at 11:15-11:30 p.m. Tuesday and
NBC Radio had a 15 minute special
news program at 9:45 the same night.
Mutual did not add any special
news coverage of the stock market.
Newman named H&G
v.p. and media director
Stanley Newman has been named
v.p. and media director for Hicks &
Greist.
Newman will be in charge of a
newly combined all-media depart-
ment, and will be responsible for
evaluation and purchase of print
and broadcast media.
The radio and tv programing and
production departments continue
under v.p. V. J. Daraio. Horace Jud-
son, former print media director,
moves up to become agency serv-
ices supervisor.
8
SPONSOR
4 JUNE 1962
A great number of things have been said
from time to time about the UHF channels by
those people who know very little about the
subject, who nevertheless pontificate at great
length on this, or any other matter. We have
heard talk about the UHF from those who
represent manufacturers, people who have rep-
resented VHF operators and they all say things
about the ultra high frequency television band.
We are not about to say that these people
are not entitled to hold opinions; but we ac-
tually happen to know something about the
ultra high frequencies, and we have gained all
our knowledge the hard way. Our company
operates television channels from 14 to 81
and all the way stages, and our stations operate
in some of the ruggedest mountain country east
of the Mississippi, and furthermore, for the
most part we make a profit. We'll grant that
we don't make a fantastic profit like those who
a statement of
WWLP & WRLP
SPRINGFIELD — MASS. — GREENFIELD
(Television in Western New England)
by William L. Putnam
oppose the Commission's deintermixture pro-
posals.
We can tell you that we know something
about UHF and that those people who talk
from a wealth of inexperience on this subject
are no more competent to tell all about UHF
than we are to talk about outer space.
We can assure the world from having done
it the hard way against what everyone knows
have been pretty tough odds, that UHF can and
does provide an excellent and very satisfactory
means of serving "the public interest, conveni-
ence and necessity."
It reaches people in the hills and the woods
and the plains. It carries advertising value and
impact and we're proud to note our channel is
22— or 32— or 14— or 74 or 81.
Represented nationally by HOLLINGBERY
SPONSOR
4 june 1962
SPONSOR- WEEK I* June 1962
CBS' Hayes salutes
KMOX as 'talk' pioneer
CBS Radio president Arthur Hull
Hayes, heard last week on a KMOX,
St. Louis program via a two way line
from New York, said that the station
was "the pioneer" in the field of
news and information programing
and that programing of this type
continues to be the trend.
Hayes said that over 55% of CBS
Radio network programing is of
news or related types. He suggested
that people wanted information and
a revival of network soap operas was
unlikely.
The program on which Hayes ap-
peared was At Your Service, the host
of which is Jack Buck.
ABC TV meetings
Executives of ABC TV will meet
with the board of governors of the
tv affiliates association in New York
on 6 June, it was annnounced last
week by Robert L. Coe, v.p. in charge
of tv station relations.
The meeting will take place at the
Savoy Hilton. On the same day at
the Roosevelt Hotel in New York,
ABC International and CFTO-TV,
Toronto, will hold a presentation and
cocktail party for advertising execu-
tives.
Post-50 features sold
Seven Arts Associated reports four
more sales of its post-1950 feature
films last week.
The stations are: WNAC-TV, Bos-
ton; KOAT-TV, Albuquerque; WALA-
TV, Mobile, and WEEK-TV, Peoria.
NBC TV sales service
NBC TV has reorganized its sales
service department, director Stephen
A. Flynn announced last week.
Under the new arrangement, Ar-
thur J. Johnson becomes manager,
co-op, station sales and clearance,
George A. Hooper is manager, sta-
tion sales and clearances, Theodore
Reinhard is manager, co-op sales,
Harvey Cannon is manager, special
services, and James P. O'Brien is
manager, station services.
HIIIIIIIHIIIIIIIlll - 1!I1IIIIIII!!IIIIII!I!IIIIIIIIIIIIIIIIIIIIIIIII!I!I!!!I!!' I HlilllllllllllllllHI III!!
The PGW Colonel gives "Pete" Peters a 30-year toast
THE FAMOUS PGW Colonel himself, recruited for the 30th
anniversary celebration oi the founding of Peter?. Griffin, Wood-
ward (formerl) Free & Sleininger, later Free & Peters) toasted
l'<;\\ president II. Preston Peters last week a~ Mrs. Peters looks
on. I he compan) s stall and their families joined in a big dinner
celebration on 2') Maj in New ^<mL PGW is national sales rep-
resentative for 37 t\ stations and 27 radio stations, with 12 offices.
IIIIIiil
1
Wm. J. Colihan, Jr.
Y&R media dept.
(Continued from page 7, col. 2)
out a specific departmental media
chief come 1 July.
At the end of this month, William
E. "Pete" Matthews, v.p. and direc-
tor of media relations and planning,
is retiring after 18 years with the
agency. The post with this title will
then remain vacant.
Last week agency president George
H. Gribbin an-
nounced that
William J.
Colihan, Jr.,
had been
elected a sen-
ior v.p. and
would report
to him direct-
ly on the com-
bined fields of media, merchandis-
ing, and research.
The new chain of command will
have v.p. and senior media directors
Joseph F. St. Georges and Warren
Bahr reporting to Colihan and Coli-
han reporting to Gribbin, but there
won't be a media chief in the sense
the role exists at most agencies.
According to a Y&R spokesman,
the problem of naming a successor
to Matthews hasn't come up yet.
But it is just four weeks until Mat-
thews is scheduled to depart, which
might leave Y&R in an unusual po-
sition for an agency its size — fourth
in broadcast billings in 1961.
Colihan's background has been
mainly in creative areas, extending
over both print and broadcasting.
He was made copy director and a
v.p. in 1957 and executive copy di-
rector two years later. Last year he
was appointed assistant to the pres-
ident. In his early years at Y&R—
he came in in 1936 — Colihan had
outdoor media experience.
Matthews, who made his inten-
tion to retire definite last week, will
collaborate on a book on media,
taking up the buying side. After-
wards he intends to negotiate for a
radio station in a southern city.
10
More SPONSOR-WEEK continued on page 62
Reaching for Tomorrow
...is a community and the
station that serves it
•^j
■<f*
':-mm$
r**K
s
/
m
From the magnificent U. S. Science Pavilion at the Seattle World's
Fair — three outstanding religious leaders, a minister, a rabbi and a priest
— probe the relationship between Science and Religion in today's space-
age. * Each Sunday on KOMO-TV this program makes a forward step
toward better understanding. • The program is Challenge. For this
distinguished series the National Conference of Christians and Jews con-
ferred its highest honor, the "1962 Brotherhood Award."
KOMO-TV
SEATTLE
REPRESENTED NATIONALLY BY KATZ
. . . "for outstanding cunt filiations
to better human relations
and the cause of Brotkerhood."
S* MM fl
PONSOR • 4 JUNE 1962
11
THE BEST IS ffl
T)eginning with experimental telecasts on March 4, 1947 and introducing regular
daily programs on June 3 of that year, WWJ-TV is Michigan's first television
station— now celebrating its Fifteenth Anniversary.
Following its 1947 debut, WWJ-TV— like that memorable June— was "bustin' out all
over" with television firsts in the Detroit market area:
FIRST WITH • Detroit Tiger Baseball • Boxing
• Auto Racing • Boat Racing • Soap Box Derby
• Wrestling • Detroit Lions Football • University
of Michigan Football • Red Wings Hockey
• Bowling • City Council Meeting • Detroit
Symphony Orchestra • Polo • Olympic Swim-
ming Trials • Community Chest Program
• Colorcasts in Detroit
12
sl-ON-OK
JUNE 196?
• # •
Since those pioneer days, WWJ-TV has observed and participated in the notable cycles
of television's progress— from Jerry Lester, Dagmar, Milton Berle to Robert Mont-
gomery, Sid Caesar, Mr. Peepers to Bonanza, Bob Newhart, Mitch Miller. Paralleling
them, WWJ-TV has nurtured and produced its own local dramas, audience participation
shows, newscasts, documentaries.
WWJ-TV cameras, projectors, and monitors have seen the good things that fifteen
exciting years of television have created. Each of those creations stands as a monument
to its own era of entertainment, education, enlightenment.
WWJ-TV looks back proudly on those fifteen years, knowing full well the ingenuity,
energy, and endless toil each year reflects. But with interest and anticipation, WWJ-TV
looks forward to the eras that lie ahead, confident that television's resources are bound-
less, that even greater accomplishments are on their way, and that the best is yet to come.
WWJ-TV
THE
NEWS
S TAT I O N
< /ned and Operated by The Detroit News • National Representatives : Peters, Griffin, Woodward, Inc.
SPONSOR • 4 JUNE 1962 13
389,890
RADIO
HOMES
Largest Circulation on
Florida's West Coast
WSUN
Accredited Nielsen circulation
in 19 counties and larger
than any other station on the
Suncoast! More advertisers
are investing more dollars on
WSUN radio than at any
time in our 35-year history!
Florida's
Clear Signal
Station 5 KW
620 KC
Broadcasting 24 hours daily!
620 KC
TAMPA- ST. PETERSBURG
National Representatives:
Vcnard. Rintoul b McConncll
Southeastern Representatives:
lames S. Ayers, Inc.
by John E. McMillin
Commercial
commentary
Start of the 5th year
I'm cheating a little with this column. I'm
u i iting it far in advance, on Saturday, 19 May.
I Saturday work again! I so that I can get away
for a 10-day vacation in upper New York State.
It will appear on 1 June, the da\ I get hack
to my desk, and it cannot therefore he tied to any
red hot news development. It does have for me,
however, a special, personal news peg.
This is Commercial Commentary #1^^ which means that it marks
the beginning of my 5th year as a columnist, my 5th year at SPONSOR,
and my 5th year in the trade paper business
It is also my first Commentary as sponsor's Editor.
For these reasons, then, I'd like to try to set down here for myselj
I and for you, too, if you're interested I my feelings about this some-
what-less-than-historic but, to me. fascinating occasion.
First of all about Commercial Commentary. Looking back over
the 125,000-odd words I've poured into this space, I can certainly
sa\ I ve had more fun. more pleasure, more personal satisfaction with
this than with any other assignment I've ever known in business.
When you give a writer a chance to write, and write regularly,
about what interests him most — boy. you hand him heaven!
A ready-made platform
When you give him a ready-made platform from which he can
freely express his ideas to several thousand people, you give him the
sun. moon and stars. And this is precisely what Norm Glenn did
for me when he started me off on a columnist's career in June 1958.
The writing itself, the sheer fun of setting the words down on
paper, the healthy tonic discipline of having to do it for regular
deadlines, the joyful discovery that the more you write, the more
\ ou can write, and the more ideas you have, the more you get —
these are very great rewards.
But I'd be less than honest and human if I didn't admit that my
greatest pleasure has come from the letters the column brings me.
Letters from old friends, and new ones, letters from those who
agree and those who don't, letters from all sorts of odd places.
I treasure my old columns and keep them carefully in scrapbooks
at home. I treasure my letters just as carefullv. My wife teases me
for mooning over my fan mail, and threatens to throw it out for
cluttering up the house. But believe me. it is my pride and joy.
Actually, however, Commercial Commentary has accounted for
only a fraction of my work at SPONSOR.
Fully 8595 of mj time has been spent in trving to learn the brand
in u trade of trade paper editing, and in exploring the two fascinat-
ing worlds between which SPONSOR is a bridge.
( Please turn to page 47 I
SPONSOR
4 JUNE 1902
Number two in a series of paid testimonials.
KURT GRAY, BRUCE GRAY, BEEZER GRAY, MRS. LEE GRAY
Allen Gray is listened to by more
Mothers of hockey players and sand-
lot shortstops who say, "Allen Gray
helps on-the-go families really score
with news about food products that
don't throw the budget out at home
WCBS
RADIO
880
101. 1FM
. . . and, he knows how to help house-
wives go extra innings with thedaily
chores by inviting them to meet in-
teresting people, commenting on
the big and little things in life and
offering 'em a refreshing pause."
A CBS OWNED RADIO STATION
SPONSOR
4 june 1962
15
NOW!
FROM THE TALLEST
STRUCTURE
IN THE WORLD!
1749' ABOVE THE GROUND
We can get things started
I have just returned from an out-of-
town trip and have been catching up
on my reading. Thank you for the
very nice editorial ["The 4A's at the
Crossroads," page 74] in the May 14
issue of sponsor.
There is a great deal of work to
be done, and while I don't expect
everything to happen during my term
as chairman, maybe we can get things
started.
Marion Harper. Jr.
president
Interpublic, Inc.
Neiv York
Freedom and responsibility
First, let me compliment you on your
attention-getting headline writer.
Second, in last issue of sponsor the
■'Baisch Anti-FCC Revolution" head-
line is misleading I Sponsor-Week,
21 May, page 12 i .
Third, on behalf of the Illinois
Broadcasters, permit me to set the
record straight. This fine organiza-
tion was in existence before I started
my active television career in Illinois,
and even then its Board was crusad-
ing for freedom and responsibility
among broadcasters. I spoke as
Chairman of our current I.B.A. free-
dom committee and we intend to con-
tinue to speak out!
Further, neither Baisch nor the Illi-
nois Broadcasters are anti-FCC. We
are for freedom. We seek the same
status of freedom of the airwaves en-
joyed by the press from the same
fountainhead of protection of free-
<lom for our people — the 1st amend-
ment to the Constitution. We are not
willing to settle for a half -free basis.
Broadcasters are mature. They are
responsible. And they are fair. And
it is not freedom for private use we
seek. We fight for freedom for the
public who are the ultimate bene-
ficiaries of broadcaster's freedom to
speak!
Amiel wrote: "Truth is not only
violated by falsehood; it is outraged
by silence."
There are more than twice as many
broadcast outlets as there are daily
newspapers, so there is no reason to
continue to subject broadcasting to
the shifting winds of politics when
there are available outlets for com-
petitive ideas with the established
"doctrine of fairness" as our guide-
line.
The IBA calls for:
1 l the NAB to take the leader-
ship and aggressive action to define
broadcaster's rights under the 1st
amendment to the Constitution of the
U.S.,
2 I for action to repeal section 315,
3 I to alert all broadcasters to face
and fight the dangers so apparent in
the Yarborough Report by the Sen-
ate Subcommittee on Freedom of In-
formation.
4) to oppose repeat performances
of the recent Chicago television hear-
ings and the recent 14 radio station
field investigation in San Francisco,
and
5 I to oppose the proposal for es-
tablishment of pre-screening of pro-
grams by the NAB Code Office.
Through the years, many stout-
hearts at the FCC have been front-
line advocates of freedom for broad-
casting. There still are. We join and
support them in their dedicated ef-
forts to keep broadcasting free for '
the protection of all Americans. On
this point, there is no compromise.
It is our duty to fight for freedom —
it is the FCC's duty to protect those
rights under the Constitution.
J. M. Baisch
Chmn., freedom committee
III. Broadcasters Assn.
16
SPONSOR
4 june 1962
Providence .. .where television professionals practice the skills of market
reach and audience penetration. A test market . . . a "must buy" market . . .
most crowded television market in the country where, the follow through
of WJAR-TV adds noteworthy distance to your sales message.
ARB TV Homes
mm2&=w
NBC • ABC ^REPRESENTED BY EDWARD PETRY & CO. INC.
OUTLET COMPANY STATIONS IN PROVIDENCE - WJAR-TV, FIRST TELE-
VISION STATION IN RHODE ISLAND WJAR RADIO IN ITS 40th YEAR
SPONSOR • 4 JUNE 1962
17
Can
an earnest,
honest
young man
from
a small town
make good
as
a Senator in
Washington?
Senator Smith comes on the Washington scene
with some special qualities.
Like native wit and grassroots common sense. Like
boyish charm and mature integrity. Like a comfort-
able feeling about people and an uncomfortable feel-
ing about white ties and tails.
Above all, like dedication to the big ideal and
devotion to the little man.
Thus armed, the Senator attacks with equal zeal
the private problems ofaSenatejanitorand the public
problems of the people's welfare.
The Senator, you'll recall, was first introduced to
the nation in an Award -winning film. Overnight he
became— and has remained— an all-time favorite.
In the part created by Jimmy Stewart, one Fess
Parker bids fair to extend this popularity. (We seem
to remember a previous role Fess Parker played with
much the same qualities. And success.)
Mr. Smith's new term starts Saturday, Sept. 29
at 8:30 PM.
On the record, there is good reason to believe the
Senator can represent your interests handsomely.
Coming on ABC-TV: "Mr. Smith Goes to Washington"
18
SPONSOR
I june 1962
4 JUNE 1962
Copyright 1962
8P0NS0R
PUBLICATIONS INO.
Interpretation and commentary
on most significant tv /radio
and marketing news of the week
SPONSOR -SCOPE
If you're disposed to contemplate advertising in its broad ramifications and
prospects, you'll be interested in a paradox that some investment experts see
confronting the American economy.
They say the outlook for sales continues bright but that there's a big fly in the oint-
ment which has the manufacturer baffled and bewildered.
What has happened is this: just within the past few years there's been tremendous
consumer product development spun off by the country's research in defense
hardware and space travel.
The backlog of these new and improved products has created a headache for Amer-
ican business. Only a tiny percentage of these products have seeped into manufacture for
two reasons: (1) the difficulty of determining how best to use the available capital and
manpower to promote them; (2) the problem of integrating the new tooling with the other
equipment investment so as to avoid clogging up the lines of production and market-
ing.
CBS TV is the first of the tv networks to yield to ANA nudging that the cred-
its coming at the end of a nighttime film be slimmed down to a minimum.
These lengthy crawls had become a source of irritation to a special ANA committee,
headed by John W. Burgard, Brown & Williamson v.p. of advertising on the grounds that
much of it was a lot of folderol and they likely militated against maximum audience atten-
tion.
What CBS TV has done to bring these crawls under control: set a definite table of
time length for all program above and below line credits, with 1 September as the
date of effectiveness for the new policy.
Length allowed: a 15-minute program, 30 seconds; a 30-minute program, 45
seconds; an hour show, 60 seconds. Producer organization credits will be limited to
three seconds, which bars mention of both the parent and the subsidiary companies.
The rep fraternity got quite excited last week about some buys on the tv net-
works which they considered as siphoning billings out of spot.
The buys in point:
• Seven nighttime minutes a week for the summer on NBC TV for P&G's Crest and
Zest out of Compton.
• Seven daytime minutes a week on CBS TV for the summer for Norwich Pharma-
cal's Pepto-Bismol via Benton & Bowles.
The burn particularly was with regard to Pepto-Bismol, which has been going steady
with spot for years. TvB estimates it was about $2-million worth in 1961.
Judging from impressions gained from key reps, national spot billings in
June should at least hold its own with the turnover for the same month the year
before.
The flow of new business sort of ebbed the second two weeks of May, contrasting sharp-
ly with a big April.
However, for tv stations, according to the same reps, there's this comfort: local bus-
iness is maintaining a good seasonal stride, even though not ample enough to take
up the national slack.
SPONSOR • 4 JUNE 1962
19
ir
SPONSOR-SCOPE continued
CBS TV's specials sales specialists are scouring the big money advertisin
field for some one to pick up a $600,000 tab for a two-hour program dedicatin
the opening of New York (Cultural) Lincoln Center.
Date and time of the event: Sunday, 23 September, 9-11 p.m.
Breakdown of the package: $172,000 gross for the program, which has hosts o
major musical names and international diplomatic figures: $280,000 gross for the time
$150,000 (non-commissionable) as a contribution to the Center.
Unlike Tetley, Salada (C&W) is remaining true to the long-held tradition tha
spot radio and iced tea commercials have an affinity all their own.
For Salada it'll be a nine-weeks of saturation, starting 18 June.
(See details in SPOT-SCOPE, page 57.)
Larger families go on providing a more consistently high use of tv during
prime hours than the small households.
Here's an excerpt from the NTI complete report for November-December 1961
which puts that difference into percentage perspective:
TIME SPAN
TOTAL U.S. SETS IN USE
1-2 FAMILIES
5+ FAMILIES
7-8 p.m.
57.5%
53.2%
63.7%
8-9 p.m.
63.3%
56.9%
70.6%
9-10 p.m.
62.6%
54.5%
70.4%
10-11 p.m.
52.3%
43.4%
60.5%
Sellers of spot radio might do well to spread the approach that Midas Muffler
(E. H. Weiss) has adopted for the campaign it's debuting on NBC Radio.
That approach in a nutshell, as expressed by Midas president Gordon Sherman : "We're
simply taking advantage of the natural qualifications of radio for dramatic, yet be-
lievable sound treatment."
Though Sherman didn't exactly say so, it might be inferred that radio, after these
many years, can still do quite a creative job of telling a sales story in sound. That
is, aside from raucous horns, deafening bells and indiscriminate echo chamber effects.
The theme of the Midas campaign is "Quietville, U.S.A.," with the commercial using
a medley of sounds that blend in naturally with the copy.
Sherman's reason for switching media: We found that the impact of video over au-
dio alone just didn't justify the cost differential."
An agency where radio can find a most sympathetic ear is Needham, Louis &
Brorby.
One pattern of the medium — the station rotation plan — has served some of its clients
so well that it's recommending the same thing to other clients for fall starts.
NL&B's pet plan for radio: buy several stations in a market but instead of run-
ning the schedules concurrently, run them at different periods on the various
stations.
Among the agency's users of the plan the past season: Campbell soup, Minerals
and Chemicals' Accent, Johnson's wax, Kraft, Rival Packing, Massey-Ferguson.
The value of late fringe time as a tv audience commodity is still on the up-
swing.
Here's the latest confirmation of this out of NTI, with the figures in the comparison
relating to the average tune-in of homes seven days a week for April of each year:
time span 1962 1961 1960
11 pon-midnighl 14,161,000 (28.9) 13,460,000 (28.7) 12,249,000 (27.1)
Midnight-1 a.m. 8,134,000 (16.6) 7,363,000 (15.7) 6,554,000 (14.5)
20 sponsor • 4 june 1962
SPONSOR-SCOPE continued
ABC TV last week solved its bafflement over why it's been unable to get fall
sponsorship for the high-rated Flintstones.
It put the cartoon on the roster of minute participation shows and immediately
sold a batch of such minutes, along with participations in nine other shows to
Norelco.
The package will be run off as part of the shaver's intensive pre-Christmas push. (NBC
TV had also been bidding for the business.)
If you, as an advertiser or agency, have a product oriented to teenagers you'll
be interested in knowing the latest dimensions of that nighttime audience.
According to ARB's second April report, the average number of teenagers tuned
in to a nighttime program was 1,794,000.
In the same report the average number of viewing persons in the 18-39 brackets was
given as 5,798,000.
Massey-Ferguson (NL&B) suggests the picture of a guy with money to spend
but he can't find what he wants to spend it on.
Also a user of spot radio, M-F is sold on the country music format for Saturday
nights, but he can't get network clearance for such a program. The barn dance, appar-
ently, has become a dodo as far as the tv networks are concerned; to wit, they've got more
sophisticated fish to fry.
Back a few years ago Massey-Ferguson, which, incidentally, sells farm equipment, had
one of these jubilees on ABC TV with Springfield, Mo., as the origination, and it was very
happy with the results.
There's a good chance of NBC TV retaining the Kukla and Ollie strip after
Miles' Chocks and Bactine depart, and use a highly favorable survey as a tool to
sell it elsewhere.
The study showed that these products enjoyed a prestige and quality identification
as a result of the strip. Miles and the network shared the cost of this study.
Reason Miles went off: the budget on the vitamin brands had been cut and Miles could
not keep up the network strip and local kid personality shows at the same time.
Which of the two hospital programs has the more loyal audience week in and
week out and month in and month out?
SPONSOR-SCOPE put the query to ARB and it did a special machine run through on
12 installments each of Dr. Kildare and Ben Casey covering February through April.
The answer: Virtually no difference whatever.
Apparently the type of show that attracts the men least this season is the situ-
ation comedy.
You can see that for yourself in the latest breakdown by NTI (January 1962 data) of
audience composition by program type:
CATEGORY VIEWERS PER HOME
General drama 2.2
Suspense-mystery 2.1
Situation comedy 2.3
Westerns 2.3
Adventure 2.4
Variety 2.2
Quiz-Aud. Partic. 2.1
sponsor • 4 JUNE 1962 21
%MEN
%'
iVOMEN
%'
rEENS
%-
CHILDREN
36
46
9
9
36
41
11
12
28
37
13
22
35
37
12
16
39
41
12
8
35
43
10
12
36
46
9
10
*
SPONSOR-SCOPE confuted
It's been some years since the advent of a new tv station has caused as heated
a representation scramble as the one now going on for the third Syracuse, N. V..
tv station that's due on the air this fall.
Three of the reps say they've got the inside track on this national spot billings
plum, which, it is estimated, could run as high as $1 million.
William H. Grumbles, who'd been a supervising operator for RKO General in Memphis
and on the westcoast, will be general manager of the new station. He was a part owner of
WHHM, Memphis.
Things have begun to bubble at Doyle Dane Bernbach's Chicago office, after
operating almost five years with a skeleton force and a limited amount of business.
Within recent months it's taken Rival dogfood away from NL&B and Cracker Jack
from Burnett and acquired Eversweet orange juice.
The Chicago office credits the spurt to the fact that DDB New York's penchant for
winning awards makes a good pitching point. Hence the creative work for mid-
west clients will be handled in N. Y. and the media buying in Chicago.
The Ford Division has rounded out its tv network empire for the 1962-63 sea-
son with the pickup of an alternate week of Ensign O'Toole on NBC TV.
The contract on O'Toole is for 19 broadcasts over 39 weeks, which in billings should
figure around $1.7 million.
Ford had previously committed itself for $15.5 million for sports and Hazel.
Incidentally, Gillette (Maxon) will again sponsor half of the Rose Bowl.
W. E. (Pete) Matthews, one of the more articulate and outspoken agency media
chiefs, seems headed for the other side of the counter.
He's quitting as Y&R v.p. and director of media relations and planning at the end of
this month and is seriously interested in acquiring a southern radio station.
In the meantime he'll be coauthoring a book on the buying and selling of media.
It doesn't look as though his title and authority are being passed on to someone else in
the department. (For further details see SPONSOR-WEEK, page 7. )
Like American Home Products, Carter Products isn't going along with Bates
on the agency's stand against accepting anything less than 15 minutes product
protection.
Carter ordered the agency to restore on WBC's Boston station a schedule Bates had
cancelled in retaliation for WBC's reducing protection to 10 minutes.
Contrary to finger pointing from the competition, CBS TV is offering only one
show in the revised afternoon schedule at station compensation, namely, To Tell
the Truth.
The rate setup on Truth is station comp for time and $4,400 for a quarter hour of the
program. The price tag put on the new half hour version of Secret Storm is rate card for
time and $3,400 gross for a quarter hour of the program.
Brighter Day and The Verdict is Yours carries the minute participation prices pre-
vailing for the entire morning lineup.
Both CBS TV and NBC TV got whopping daytime renewals last week. CBS' came from
Alberto-Culver, six quarter-hours a week and worth annually about $4 million,
while NBC's extension was from Miles Labs (Wade) and involved four quarter-hours a week
and a potential yearly billing of $3 million.
For other news coverage in this issue: see Sponsor-Week, page 7; Sponsor
Week Wrap-Up, page 62; Washington Week, page 55; sponsor Hears, page 58; Tv and
Radio Newsmakers, page 68; and Spot Scope, page 56.
22
SPONSOR • 4 JUNE 1962
"Charlotte's WSOC -TV...
enthusiastic support and outstanding
results"- Andy Anderson, Wade
Nowhere— but on WSOC-TV-do you find so many fine local programs
i the Carolinas. Presentations like award -winner "Clown Carnival."
hese programs produce big sales successes for advertisers. They
nable you to reach the audience you want, when you want it. Ask
is about opportunities for your product here. You will do well with
VSOC-TV. . . one of the great area stations of the nation.
wsec-Tv
CHARLOTTE 9-NBC and ABC. Represented by H-R
WSOC and WSOC-TV are associated with WSB and WSB-TV, Atlanta. WHIO and WHIO-TV. Dayton
ponsor • 4 june 1962 23
For distinguished service in the
field of television reporting during
1961. Winning news film was
entitled "Mississippi U.S.A.,"
produced by WKY-TV News.
For the best Western Documentary
of 1961. Program was entitled
"101 Ranch," produced by public
affairs department of WKY-TV News.
i€6€€m
For the best documentary on
state history produced during 1961,
in competition co-sponsored by
the American Association for State and
Local History and BMI. Film was
entitled "The Run," produced by public
affairs department of WKY-TV News.
WINNING AWARDS doesn't make a
tation first in the market. It's the result
if a station fulfilling its obligation to
riewers by creating programs that inform
depth as well as entertain in breadth.
re have found that by thinking of com-
mnity interests first . . . the community
links of us first.
m
IE
w
PI!
nmxm
[his is reaffirmed by latest ARB ratings.
J7KY-TV (in a three-station market) has
»% of the audience between 9:00 AM
id Midnight, 7 days a week.
['me Communicators to 716 Million Oklahomans
BC CHANNEL 4
OKLAHOMA CITY
h WKY Television System, Inc. • WKY Radio,
llahoma City M WTVT, Tampa-St. Petersburg,
|rida M Represented by the Katz Agency
SERVICE
The Charlotte MARKET is
Tops in the Southeast with
595,600 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 43.4% more TV
Homes than Charlotte Station "B"!**
Television Magazme-1962 "NCS '61-Nightly
Represented Nationally by Television Advertising T»AR ) Representatives, Inc
20
SPONSOR • I JUNE 1962
SPONSOR
4 JUNE 1962
SPONSOR ASKS A RUDE QUESTION-
S MARKETING 'DEAD'
MiiUiiiin^kiii
The question agency men either don't like to talk about or squarely
face elicits some sharp, provocative answers from top echelon ranks
w\ few years ago marketing was the most talked-
about subject in the agency world. Today you hear
far less about it. Does this mean less emphasis on
arketing as a prime agency function? Less stature
for marketing men? Are they being subordinated
by the current swing to 'creativity'?
"Damn! Those are the most penetrating, com-
plex, thought-provoking questions asked of an
agency by a broadcast trade journal in years!"
Thus the president of a major advertising agency
in New York responded to a sponsor editor's in-
quiries last week. His reaction underscored the
quiet explosives of an issue that — while seldom
aired in open forum — is one of the touchiest, most
abrasive — indeed most religiously avoided — in
agency circles today.
W-15PONSOR
4 june 1962
27
Agency presidents speak out on the relationship of marketing
CHARLES V. SKOOG, JR.
President, Hicks & Greist
•'•Marketiny is a smart creatlv
man's deepest well . . . today it is
more vital than at any other time in
the history of business and industry
. . . it yives ereative direetion. *9
HOLLAND W. TAYLOR
President, Foole, Cone & Relding
• •Marketing is eertainly not dead as
an ayeney funetion. Creative think-
iny and marketiny thinkiny must both
be present if advertising is to be truly
effeetive.99
How were the questions finally an-
swered? First, the background against
which we asked them:
It was only seven years ago that
SPONSOR ran a then-controversial
four-part series, "The Advertising
Vgenc) in Transition." The lead
article of 12 December 1955 asked
the sobering questions, "Is 'market-
ing the newest agency tool — or
cliche? Is the expansion of market-
ing services by advertising agencies
built on a sound foundation, or is it
destined to pass away in a few years
as just another fad? Or does this
development offer the agency an op-
portunit) to establish itself more
InniK than ever as an integral force
for selling goods? Is the expansion
of the so-called marketing services an
assurance or a threat to the agency's
economic and professional stability?
Will marketing upset the authority
and stature of the creative media de-
partment and other traditional serv-
ices of the agency?"
At the time, this powderkeg of a
change in client-agency relationship
was brought about by the cascade of
new products, the rapid growth of
self-service supermarkets and the im-
pact of television — all of which so
intensified the manufacturer's com-
ix-til ion that he was forced to re-
orient not only his marketing con-
cepts, but his strategy and planning
as well. He had entered an era in
which bypassing the dealer — becom-
ing direct seller to the consumer —
was the key to his economic survival.
It was this post-war shift in both
theor) and practice that caused the
he
>i
*
major advertisers — particularly th
big grocery and drug manufacture
— to say to their agencies, in effect
"We've got new marketing ap
proaches and concepts and we want
you to assist us in those aspects wit!
counsel and services. So we sugge:
that you retool your approach an
give us as much of a hand as you c
in helping us solve our marketin
problems. And we also suggest th
you gear your advertising pla
realistically to our total marketin
budget and that your planning
any nature for us be integrated wit]
our marketing strategy. To us you'
no longer just an advertising agency;
you're a general marketing services
agency."
Here are what some of the leading
advertisers and agencies were tellinJ
M'ttNSOl!
I JINK 1%2
to
If to traditional agency functions
HAROLD I . McCLINTON
President, Reach, McClinton & Co.
• •I hv well-staffed agency can suc-
IR cess fully assist in the client's market-
ij ing plans as far as the client will per-
J ntit. It is that simple.**
i i
RUDOLPH MONTGELAS
President, Ted Bates & Co.
'•'•The No. One function of an adver-
tising agency is the preparation of
copy, it is from the advisory stand'
point that agencies should get into
the marketing area. Wherever an
agency can aid a client it should do
so. The agency should do more of the
hoi/, of a client than the client should
do the work of an agency. 99
ponsor in December 1955:
Donald S. Frost, advertising vice
aresident, Bristol-Myers: "It is not
anly extremely desirable but urgent
:hat the agency participate in the
client's over-all marketing operation."
Henry M. Schachte, advertising
/ice president, Lever Brothers: "The
aig agency or little agency that's
naking the big impact on the client
s the one which has gotten itself in-
egrated to a substantial degree with
he client's marketing picture — that
s, taken responsibility for everything
hat can help sell a product."
Chairman of the board of an agen-
:y in the $50-million plus class: "As
ve see it, the object of the client's
)ringing the agency into the market-
ng picture is to improve the agency's
unction, not only on advertising but
as a general aid to selling goods."
President of an agency in the $15-
$20 million range: "The talk about
marketing and the agency's responsi-
bilities to the client for a lot more
of it have the earmarks of somebody
selling a new glamor baby. . . . When
an agency undertakes to offer gen-
eral marketing counsel or service, it's
taking on a big load, and. in my
opinion, a very precarious one. I'd
rather create good advertising and
build sales by merchandising that
advertising properly."
All in all, it was a "marketing
revolution" (as the industry tagged
it at the time), a considerable de-
parture from traditional responsibili-
ties, welcomed by most advertisers,
hailed by some agencies, frowned
upon bv others; a departure which,
SPONSOR
4 june 1962
seven years later, is as closeted as a
well-kept family secret. It is against
this house-divided history that spon-
sor asked its "rude" questions last
week. Here is how some of the more
articulate top agency executives chose
to answer them. The floor is theirs:
Rudolph Montgelas, president,
Ted Bates & Co.: "The No. One func-
tion of an advertising agency is
the preparation of copy. The No.
Two function is the implementation
of that copy via intelligent media
buys, followed up, of course, by pre-
and-post-testing and the checking of
copy effectiveness at point-of-sale.
These activities are what an agency
is primarily hired for. It is from
the advisory standpoint that agencies
should get into marketing. It seems
(Please turn to page 45)
29
RADIO'S UNKNOWN AUDIENCE
^ New light on listeners' attitudes eonies out of an
in-depth survey which shows daily listening extensive
^ They think irritating commercials have the most
influence, hut recognize and resent insincerity in copy
I
ii-dcptli interviews with a selection
of new cat owners in Chicago last
December have turned up some start-
ling fad- mi patterns of radio listen-
ing and listener attitudes. Among
the revelations:
• Persona] listening is far more
extensive dailj than generally ac-
know [edged.
• Radio is a famil) medium; each
member has preferences in program-
ing and a personal receiver set.
TEENAGERS hear two to six stations
• Irritating advertising is ac-
knowledged h\ listeners as a power-
ful influence, despite much conster-
nation.
• Humor in cop) is potent, ac-
cording to listeners, when used in a
framework that sells, not merely en-
tertain-.
• Consumers resent insincerity in
advertising and the) are sophisti-
cated enough to -pot it in any form.
30
These facts arise from a pilot mo-
tivational research project conduct-
ed for the Better Broadcast Bureau,
New York, by Barlow Survey Serv-
ice, Chicago. The study is in use in
a presentation prepared for Station
Representatives Assn. in an effort to
stimulate more spot radio business
among auto-makers and their agen-
cies.
"The extent of personal radio lis-
tening on a daily basis is much larg-
er than is believed," comments Clif-
ford J. Barhorka. BBB president, in
announcing the results. "This is so
even though some is a daily accu-
mulation of small doses, and in spite
of the fact that many actual listen-
ers don't consider themselves listen-
ers when first asked the question.
"The reasons for the latter phe-
nomenon," he concludes, "may be
that their initial response to the
question of radio listening is to com-
pare it with the 'living room' way
they once listened to radio or the
'living room' way they presently
watch tv. But the fact that radio
plays an important part in peoples
lives clearly emerges through the
technique of lengthy individual and
group interviews."
One hour or more each was spent
interviewing individual males in the
lower middle and upper lower in-
come groups, and individual house-
wives in the upper and lower middle
classifications.
Two-and-a-half hours was spent
each with a male group in the upper
middle and lower middle strata, a
housewife group in the lower middle,
and a group of teenagers between
ages 18 and 20. Interviewees were
selected by telephone scanning and
had to have purchased a new '61 or
'62 car within the previous 14
months. None were told that the>
were being surveyed on radio.
Many people, when first asked M
they listen to radio, said they don'l
or "not too much."
But after the interview is under-
\\a\ and people relate the pattern ol
their exposure to media, radio pops
up as an important part of their dag
Here's an example of one such
interview :
At first this man says he doesn'l
listen to radio. Later he states thai
he does listen "just when driving the
car." And still later in the inter
view he declares that he listens
"earl) in the morning and when 1
come home from work."
In filling out a questionnaire at
the close of the interview, he states
that he does listen to three stations.
W hen asked the programs that he
tunes to on each station, he lists the
names of disk jockeys for two sta-
tions and football for the third.
In another case, a young married
woman who goes to work declares at
first that she doesn't listen to radio.
As the interview progresses, she men-
tions that she does listen to it in the
car to and from work. She can name
personalities and station-.
She then states that she has the
radio on in her bedroom when she,
wakes up in the morning and puts
the other one on while she is in the
kitchen. Finally, she says that radio
CAR listening creates built-in sales boost
SPONSOR • 4 JUNE 1962
)01
uc
MEN listen more than they admit at first
rig
keeps her company and she listens
as she is going to bed.
In a group interview with teenage
boys, each member states he doesn't
listen and, in fact, has little good to
say about the medium. But as the
two-hour interview proceeds and as
ideas are exchanged, the teenagers,
without being aware of it, offer up
contrary evidence.
One testifies that he listens to two
stations, another listens to three sta-
tions, two state they listen to four
stations and one teenager says he
listens to no less than six stations.
Moreover, through the course of
the attitude probing, the group as a
whole showed a remarkable famili-
arity with the personalities, pro-
graming and call letters of many sta-
tions, even those they state they don't
listen to.
This reverse phenomenon indi-
cates that the brief "yes" or "no"
Itype of research may be understat-
ing the extent of radio listening.
Another aspect of radio listening
that is revealed in the study is that it
is an all-family medium. Each mem-
ber not only has access to a separate
set or his own set, but listens to his
or her own station.
One woman says she listens to the
radio in the car. When she is home,
she listens to fm. "The children lis-
ten to rock V roll upstairs." This
woman works in a newspaper office
where the radio is on all day.
One woman, when asked how car
companies should advertise on ra-
dio, states, "They should be on dif-
ferent stations to get different types
of people." She is also a radio lis-
tener, although she is a trifle reluc-
tant to identify herself with the
habit. "I listen at home — all day.
Can't stand listening, but I have it
on. It's like company to me."
Among confessed radio listeners
— as well as those who reluctantly
admit there's a radio in their life —
the comment is the same when asked
about car listening:
"All the time in the car. Just leave
it on."
"Listen to radio a lot in the car —
morning, noon, and driving home."
Here's the way one consumer
evaluated the radio in the car when
asked about the equipment her auto
came with: "Just radio and heater —
standard equipment."
A male response: I'm out quite a
bit in the evening, you know, and I
drive a lot. I have the station on all
the time either at home or in the
car.
From an advertising standpoint,
the study points up some very sig-
nificant views and attitudes.
The need for sincerity in advertis-
ing, especially for automobiles, ap-
pears particularly acute. Car buy-
ers feel they are at the mercy of car
company, dealer, and service station.
The research points to the fact that
the lack of assurance, the lack of
credibility in commercials and ad-
vertising may be the major reasons
for rejection.
Most comments were aimed at
dealer commercials, but manufactur-
ers were served up a piece of the bit-
ter pie, too.
One man referred to a hard sell-
ing dealer commercial that closed
with the line "and may Glod bless
you." He comments, "Why should
this dealer want to call God's bless-
ing down on me. It's ridiculous."
In another case, a dealer spot fea-
tures an astronaut who is circling
the globe and while enroute, the
commercial goes, he will stop to take
advantage of a great new car offer.
A woman comments, "A 10-year-
old child wouldn't believe that."
Another commercial that is cited
is one for a dry gas in which a child
tells his dad to go buy it. A man
comments, "It's nuts, insincere;
would never buy it. I resent the idea
of getting to the man tlnou<:h the
child."
Linked closely to insincerity, but
covering a broader base of advertis-
ing fundamentals, is the objection to
commercials that irritate.
But the surprising reaction is that
they are aware that the irritating
ones are those that they remember
best. Some state they wouldn't buy
the product, even if they did remem-
ber, but others admit they bought
the product in spite of themselves.
A classic example is provided by
this man in a group interview:
"There was a commercial quite a
few years ago. It was 'Whiz, the
best nickel candy bar there is.' Any
of you remember that? (The group
responded affirmatively.) It used to
drive me nuts every time I heard it.
SPONSOR
4 JUNE 1%2
HOUSEWIVES say radio is good company
But you know what I did? "I
wouldn't buy a Whiz candy if they
gave it to me," I said. "Then I'm
bowling one night and I get hungry.
I turn around and I go to buy a
candy bar. What did I buy? Don't
tell me — I bought a Whiz. I'm half
through eating it and I'm mad at
myself. They got me."
The sales effectiveness of irritation
is, of course, a moot point. But even
those who say they won't buy the
product concede they remember the
name.
Here's an excerpt of remarks made
by a man who is discussing a deal-
er's commercial:
Did you buy a car there? "No, I
wouldn't consider them. I didn't
like their advertising. Just because
I remember it doesn't mean that I
31
liked it <>r would go there." What
was there that you didn't like? "Be-
cause the) yelled it at you." You
don't like this, you don't think it's
effective? "It's effective as far as
helping inc remember the name, but
a- 1. 11 as bringing me into the place
it i-n't effective.
In another case, a woman refers to
a dealer whose commercials are ag-
gravating, but she remembers the
store sells Chevrolet.
\ number of respondents state
that the) tune out advertising they
don'l want to hear.
One man offers this candid ap-
praisal:
"We are bombarded so much by
all media that we become punch
drunk and tune it out. The things
that hit us over the head, that irri-
tate, that are constantly repetitious,
we remember. When something
good comes along, and we recognize
that it's good, we all too often don't
remember.'"
Some penetrating reaction also is
observed in response to humor in
commercials. Basically, listeners en-
joy humor.
One man mentions that he likes
humor but that it is certainly not
enough to make him buy.
The commercials you tune into are
many times the humorous things?
"I'm a nut myself so I appreciate
humor." And these are the ones that
attract you. are they? "I listen to
them but they don't sell me. Don't
misunderstand. I remember the ads
(referring to a gasoline sold in the
Chicago area). I listen to those ads.
I think everybody does. But I'll
have to agree that I don't think they
tell you to go and buv the product.
We are all adults, but who is going
to turn away from a Popeye cartoon
ni something like that."
Many of the commercials whose
copy lines and brand names are vol-
unteered 1>\ the interviewees are of
the humorous or entertaining vari-
ety.
The "Culligan man"' (water soft-
ener! comes in for more voluntary
mentions than any other. The hu-
morous line ''we're in the Yellow
Pages under water" — is quoted many
times.
The stud) time and again demon-
(Please turn to page 48)
32
THE TOM W. MOORE
PICTURE AT ABC TV
^ Oliver Treyz's replacement predicts SRO business atl
ABC TV but says real punch won't come until '63-'64|
^ Hails his former chief as a genius of showmanship
ami salesmanship; says Minow's influence is for better
I he grizzled Brooklyn Dodgers,
with Hilda Chester's raucous cow-
bell in the background, were in the
habit of muttering "wait until next
year!" At ABC TV, where Leonard
H. Goldenson, president of AB-PT
recently named Thomas W. Moore
vice president in charge of the ABC
Television Network, they can hardly
wait until next year. Executives and
staffers are confident that they'll
knock the stuffings out of CBS TV
and NBC TV before the new year
rolls around.
No one denies that Oliver Treyz,
the exciting chieftain, contributed a
staggering amount of leadership to
the third network, and the first one to
acclaim his undoubted assets is
Moore, who worked closely with him
for many years.
Moore is personally and profound-
ly grateful to Treyz for first taking a
chance on him. "He made me his
network sales chief when I had been
sales manager of a syndication oper-
ation," Moore told a sponsor editor
last week. "I'm also grateful to him
for appointing me head of program-
ing."
In Moore's opinion, Treyz is a
genius of showmanship and sales-
manship: a combination which phe-
nomenally helped in the tremendous
growth of ABC TV. Like Goldenson,
his boss, Moore said that Treyz's
method of operation did not, how-
ever, adapt itself to the strong or-
ganizational administration essential
to network television today.
But as a creative salesman, both
Goldenson and Moore, agreed that
Treyz couldn't be beat. "The best in
the business." they concurred.
Moore said that television, basical-
ly, will always be a showman's me-
dium and "there will always be an
important place for Ollie Treyz."
Moore said feelingly: "Treyz's
greatest contributions are probably
in front of him." Moore is now sit-
ting in the office formerly occupied
by Treyz. It is not a prepossessing
office, but it is full of memories of
heroic-sized battles that made history
for the network. Moore is a tall man,
"six feet, even" he said. He weighs
200 pounds and there is little hair
on the top of his head. There is the
unguent drawl of the southland in
his voice.
Moore, who on several occasions
has had to face the inquisitive index
finger of the FCC, does no longer
view with graveness the actions of
the regulatory agency of the govern
ment. Moore said that Minow's in4
itial entrance in the arena of broad-
casting came with a force that was
"shocking" but that as the FCC chair-
man became more familiar with the
complex problems of the industry,
things took a turn for the better.
"His initial force in the field was
shocking," Moore recalled. "But as
he has learned about our industry,
his influence was for the better. He
has come to recognize that broadcast-
ing is a complex business and he ap-
preciates the multiplicity of its prob-
lems. The net result of Minow's be-
coming chairman of the FCC is a
plus to broadcasters."
The crises in broadcasting that
spring up from time to time often
bring about healthy reforms, accord-
ing to the network chieftain. The
FCC investigations, historically, have
SPONSOR
4 JUNE 1962
been helpful, as Moore sees it. More-
over, self-evaluation is a good thing,
in Moore's opinion.
But in the case of the Senate sub-
committee on juvenile delinquency,
the time could indeed have been used
to better advantage, according to
Moore. The subcommittee's chair-
man, Sen. Thomas Dodd, Democrat
of Conn., should have reached into
other fields of communications —
other aspects of human society for
the cause of juvenile delinquency,
the network official thought. "There
are many fertile areas for the inves-
tigation of juvenile delinquency," he
observed.
Program control, in the final anal-
ysis, must rest with each individual
station manager, Moore maintained.
The responsibility of the licensee is
absolute, he insisted, and therefore,
any supplier of programing, such as
a network, does so only through the
individual station.
Moore said that creative control
must rest with the individual produc-
ers. "Then, all along the way there
must be a series of checks and bal-
ances brought about by all the par-
ties involved. The networks must
show strong responsibility, the sta-
tions must show responsibility to
their audiences. The advertiser and
the agency also have an active influ-
ence on programs. But they do not,
as a practical matter, have creative
control."
He regards the broadcasting busi-
ness as ever-changing. It is a young
business, as he sees it, and each year
seems to bring tremendous progress.
tl He indicated that he would do his
[r, utmost to meet the challenges that
exist in his new role at ABC TV and
was confident that when October rolls
around, ABC TV would be SRO in-
ofar as program sales were con-
erned.
Meanwhile, ABC TV is not doing
ioo badly, in his opinion. He dis-
alayed a carefully prepared chart
which showed the exact number of
commercial minutes sold on the three
competing networks for the '62-'63
season. Based on these figures, Moore
stimated that his network was 82V2
oercent sold now; CBS TV was 9l!/2
percent sold, and NBC TV was pres-
:ntly in third position with 80 per-
(Please turn to page 60)
IPONSOR
4 june 1962
TV GETS 89% OF WAX BUDGETS
^ $18.8 million spent in tv in 1961 on behalf of floor and furniture polishes
boosts 1960 outlay 11.5%; Johnson spends 40% of total; Beacon ends tv blackout
I \ last year all but cornered the
market on Moor and furniture wax
and polish advertising, taking in
si 8.8 million of $21.1 million spent
in measured media — representing
89.1$ of the total advertising pie
for that industry. I Shoe polish buys
would increase this percentage to
89.4%.)
The figures, released by Television
Bureau of Advertising, show that S.
C. Johnson & Son leads the big-time
tv spenders with $8,539,061, or 40' , .
of the entire amount spent by all
other companies.
Simoniz spent $5,530,382 on tv
messages in 1961, and American
Home Products, $1,731,470. This
represents 95.4r/< and 99.7%, respec-
tively, of the companies' all-media
budgets.
Union Carbide Corp. and Conti-
COUNTRY bumpkin Clem Kadiddlehopper (Red Skelton) thought he'd get an S. C. Johnson
shine on his shoes as long as he's wearing them. Exec. J. G. Dick lends a hand. Firm sponsors
Red's show alternate weeks. Model (r) demonstrates Pledge, backed by big '60 spot drive
nental Wax Corp. last year placed
their entire advertising budgets in
the medium.
The TvB chart below is a tabula-
tion of major advertisers. The fig-
ures represent floor and furniture
polishes and waxes gross time and
space billings only in 1960 and 1961.
Advertising expenditures for insecti-
cides, paint, fabrics, shoe polish, and
other products are not represented in
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIII
Top '61 advertisers'
1961
Spott
S. C. Johnson & Son
726.0'
Simoniz Co.
2,611,11
American Home Products
S
296,0f
Beacon Co.
Union Carbide Corp.
145,5
E. I. du Pont
E. L. Bruce Co.
37,55
Continental Wax Corp.
441,60
I960
S. C. Johnson & Son
2,446,43
Simoniz Co.
2,190,03
American Home Products
76,781
Beacon Co.
Union Carbide Corp.
517,241
E. I. du Pont
E. L. Bruce Co.
Continental Wax Corp.
33,55(
887,05(
SOURW: Spilt: Till-Korabaugh. Nctwink: T\ It I VI 1
liiiuiiiiuiiiiiimiiiiiiinmiiiiiiiiiiiiiiii
34
SI'UNMIK
4 june 1962
the chart.
In addition to the rise in the per-
centage of buys in tv commercials,
the volume has been increasing no-
ticeably in the last few years. The
$18.8 million 1961 total was an
11.5% increase over 1960's $16.9
million wax and polish tv outlay.
This growth is due not only to big-
ger expenditures each year, but also
to the entry of companies which had
never tried tv.
A case in point is the Beacon Co.
which this year is moving "heavily"
into spot tv on a test market basis.
With the firm's entry, all major wax
and polish manufacturers are now in
tv.
The reason for the virtual domi-
nance of tv in the floor and furniture
wax and polish field was perhaps best
explained to sponsor by Johnson's
assistant advertising and merchandis-
ing director, Harold D. Wakefield:
"Much of our problem is telling peo-
ple what our products are and how
to use them in the proper way. That's
why we are so strong on tv commer-
cials, because they do that very well.
"The company," Wakefield con-
tinued, "also has been able to inte-
grate its promotion with tv with good
results, such as displays in retail
stores and consumer offers."
The Racine, Wis., company — long
associated with Fibber McGee on
radio — first used tv in 1950. Cur-
rently the firm is a sponsor of The
Red Skelton Show, The Garry Moore
Show and Gunsmoke, all on CBS TV.
Participations are also used on eight
daytime shows, aimed at women, on
ABC TV and NBC TV.
Furniture polishes get the big play
during the day. At night, the auto-
motive products receive more empha-
sis.
As the chart indicates, Johnson
last year cut its spot tv buys way
down and added about $2.5 million
to the network purchases, as com-
pared to the 1960 figures.
Wakefield said, in connection with
this, that spot tv is used heavily, as
in 1960, whenever the company
wants to introduce or push a new
product. Pledge, a furniture polish
in a pressurized can, was such a
product that year.
(Please turn to page 49)
l!l!ll!l!IIJ!lll!llllllll]!lll!!l!lll!lli:!!ili!l^
gross time-space billings for floor and furniture polishes
Network tv
Total
1961
Magazines Newspapers
Total
%tv
7,812,971
8,539,061
222,785
5,541
8,767,387
97.4
2,919,282
5,530,382
91,277
173,725
5,795,384
95.4
1,435,380
1,731,470
4,534
1,736,004
99.7
963,966
963,966
631,957
777,527
777,527
100.0
709,952
709,952
17,417
727,369
97.6
37,550
201,378
458,326
697,254
5.4
117,999
559,599
559,599
100.0
I960
5,329,901
7,776,331
569,934
209,082
8,555,347
90.9
2,191,797
4,371,827
306,375
524,413
5,212,615
84.1
1,474,294
1,551,074
24,140
1,575,214
98.5
875,660
875,660
'
517,240
31,122
548,362
94.3
907,574
907,574
39,695
947,269
95.8
33,550
232215
265,765
12.6
219,447
1,106,497
1,106,497
100.0
ties: Leading National Advertisers. Newspapers: Bureau of Adv.
llliliiliiillillillllilililiiilll ii!' :i!' ■ i' ■ m ■ :r m: '■' MM- M' i;ir .ir -' iiiiiiiiiiiiiiiiiiiiliiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiilliiillilillllll Illllillllllilllllillllilllllinillllllllllllillliilillll
sponsor • 4 june 1962 35
CHEVRON BACKS SAFETY BELTS
^ Caloil's dealers sell automobile seat belts at cost,
provide free installation to build up station traffic
^ Agency budgets $400,000 for eight-week drive in
radio, tv, billboards, print; radio gets biggest share
A% "'Mai belta save lives" campaign
- which otters safety belts at cost to
auto owners plus free installation —
is being advertised in 12 northeast-
ern states on radio, tv, highway signs
and in print on behalf of California
Oil Company's Chevron dealers.
The special effort, which began 22
May, has been allotted 10' '< of Chev-
ron's si -million-plus budget for the
year.
Minute and 20-second spots are be-
ing aired on 120 radio stations in 75
markets at a rate of more than 50
spots a week in each market. This
costs one-third of the safety-belt
budget.
One-page black-and-white ads are
appearing in Northeast editions of
four national magazines, and Chev-
ron dealers are placing ads in local
newspapers. Also, 500 "Scotchlight"
highway signs are being used.
In addition. Dr. Paul Calabrisi, pro-
fessor of anatomy at George Wash-
ington University and a consultant
to Caloil, is on an eight-week tour
of all major market areas proclaim-
ing the importance of seat belts. He
appears on tv and radio programs
and addresses civic groups.
Ed Wetzel, Batten, Barton, Durs-
tine & Osborn executive on the Cal-
oil account, explained to SPONSOR
that the seat-belt idea is "simply a
traffic builder ... to bring new faces
into Chevron stations.
"We're giving the belts away at
cost, $5.95, and we're not even charg-
ing for the time and labor to install
them. In the Abercrombie & Fitch
catalogue, or any of the others, you'll
find the same belt listed for $12.95."
There is no tie-in to buy gasoline
CALOIL advertising manager, Max Barry, demonstrates strength of Davis Aircraft seat belt
now being sold at cost and installed in cars free at Chevron stations in 12 northeast states
or oil, Wetzel explained, because
"we feel a tie-in would defeat our
purpose. This is an honest public
service.
"Of course," he continued, "it
takes about 25 or 30 minutes to in-
stall them (belts). And that gives
the driver a chance to look around
the station and get acquainted. And
if he wants to get a lube job or a
tankful of gas or some oil, that
makes us happy.
"But the main thing is to get ac-
quainted. And we want to save lives.
The petroleum industry benefits most
if driving is safe," Wetzel pointed
out. "Furthermore, Caloil is a pusher
of seat belts. They believe in them.
For years, they've made them avail-
able to employees and have deducted
the cost from their pay checks."
As for the radio buys, Wetzel said
they are chiefly in drive times. Many
helicopter and traffic report shows
are being completely sponsored dur-
ing the campaign. Day shows which
appeal to women also are being used.
If the seat-belt campaign is suc-
cessful, it w ill be continued till Labor
Day, he said. Otherwise, it will be
followed by a product drive.
At the start of the campaign, Cal-
oil's advertising manager, Max
Barry, undertook a lengthy tour in
which he demonstrated the belt to
Chevron people in the 12-state mar-
keting area: Maine, Vermont. New
Hampshire. Rhode Island, Connecti-
cut, Massachusetts, New York, New
Jersey. Pennsylvania. Delaware,
Maryland. Virginia, and the District
of Columbia.
The belts, Barry explained, are
manufactured by Davis Aircraft
Corp. from a strong form of nylon,
Caprolan, produced by Allied Chem-
ical Corp.
They meet all specifications of the
federal government's General Serv-
ices Administration, he said, the So-
ciety of Automotive Engineers and
the Federal Aeronautics Administra-
tion.
The seat belts are available in
black, gray- and beige, although
other colors may be ordered. ^
36
SPONSOR • 4 JUNE 1962
LOCATION of TAC's current member
stations is shown in above map. Since Jan-
uary this year, membership grew from I 8 to 48
LOCAL SHOWS' NEW TV 'WEB
^ Plan by Television Affiliates to distribute best of
locally produced tv shows spreading across country
^ Reports from a growing list of member tv stations
point up strong interest by local, national advertisers
L
ocally produced tv shows, which
in the past managed to stir up only
mild flickers of national interest,
seems on the verge of sparking con-
siderable nation-wide viewer and ad-
vertiser recognition. The spreading
awareness of these local productions
— as vehicles for hiking audience rat-
ings and showcasing advertiser prod-
ucts— is illustrated best by the rapid
growth of Television Affiliates Corp.,
the recently developed cooperative
clearing house for locally produced
cultural and informational programs.
In operation since January this
year, TAC — a wholly-owned subsidi-
ary of Trans-Lux — appears not only
to be attracting member producer
and/or subscriber stations, but nib-
bles from national advertisers. Now
48-stations strong. TAC's wide-spread
membership (see map above) has
succeeded in arousing much agency
speculation.
TAC, under the active supervision
of a three-man team — president Rich-
ard Brandt, executive v.p. Richard
Carlton, and v.p. Robert Weisberg
— screens hundreds of tv shows pro-
duced and submitted by member pro-
ducer stations and distributes the
cream of the crop to subscriber sta-
tions.
While barely out of its swaddling
clothes, the TAC service seems to be
generating a good bit of eye-brow
elevating industry observation. The
general feeling, gleaned from agency
comments, points out the program
exchange as deserving of close scru-
tiny. It indicates also that large-
scale national sponsorship of these
local station efforts is more reality
than hazy speculation.
Dick Pickett, media director of
Foote, Cone & Belding, who discloses
that he has a well known drug prod-
uct client "interested in this type of
programing," is of the opinion that
the TAC service is "a worthwhile ven-
ture." "Something," he adds, "that
is needed."
Dick Depew, Cunningham &
Walsh's v.p. of television program-
ing, echoes Pickett's sentiments in
the need for this type of program-
ing. While Depew finds no bone to
pick with the purchase of other type
shows, he acclaims the locally pro-
duced program as a potent instru-
SPONSOR
4 june 1962
37
in giving advertisers "an oppor-
tunity to lake on a certain importance
in individual markets." "The do-
goodei -how." he >a\>. "gives both
local and national advertiser an
added dimension.
Donahue & Coe's media head, Jerry
Enthusiasm f»>r the TAC service
runs high at all member stations.
And reports from TAC people relate
that almost without exception, pro-
ducer stations request affiliation as
subscribers also.
The beginning ol I \( -or- back
consulted — financed by Trans-Lux
and guided by the broadcasters. In
keeping with this thinking, a seven-
man committee composed of broad-
casters, was formed to function as
advisors.
The committee: Richard Borel. di-
RECAP of Oklahoma's territory days, Circa April 1889, entitled "The Run," is contribution to TAC library from WKY-TV, Oklahoma City
Arthur, credits the type of shows now
reposing in the TAC library with
serving a twin-pronged purpose. For
one thing, "it's basically the answer
to a lot of criticism leveled at tv to-
<la\. lie sa\s. For another, it pro-
vides the advertiser with the means
for establishing identity on a local
level.
Arthur praised the emergence of
the locally produced shows — from
the provincial to a product of uni-
versal interest— and the slotting of
the shows in better time periods. It
points out the growing understand-
ing of the potency of these types of
programs," he adds.
more than a year. Pre-Minow — or
P.M. as TAC officials prefer to call
it. According to TAC v. p. Bob Weis-
berg, the idea for making available,
on a national basis, the very fine
locally producer tv shows, was mulled
over by Trans-Lux long before Min-
ow rattled the broadcasting industry
with his vaste wasteland charge.
On the premise that this type of
distribution should be governed by
the broadcasters themselves, Trans-
Lux talked with tv station men in all
parts of the country. The result was
the setting up of a separate organiza-
tion— a cooperative venture, sanc-
tioned b\ the majority of station men
rector of tv, WBNS-TV, Columbus,
Ohio: Eldon Campbell, v.p. and gen-
eral manager, WFBM TV, Indianap-
olis, Ind.; Roger Clipp, v.p. and gen-
eral manager, radio and tv, Triangle
Publications, Philadelphia. Pa.; Jack
Harris, v.p. and general manager,
KPRC-TV, Houston. Tex.; Norman
Louvau, president, KCPX-TV, Salt
Lake City, Utah; David C. Moore,
president, Transcontinent Television
Corp. New York: and A. Louis
Read, executive v.p. WDSU-TV, New
Orleans. La.
The committee members who serve
for a two-year period, meet twice a
year and are otherwise available for
38
SPONSOR
1 JINK 10o2
consultation by TAC on any ques-
tion regarding the acceptance of pro-
graming, policy, or financial ques-
tions. The committee is also the
guide-rule for setting the standards
for programs that are to be accepted
for the TAC library. Additionally,
the committee inspects the company's
financial statements and helps decide
policy in cooperating with govern-
ment, industry and community or-
ganizations and to assure encourage-
ment and distribution of shows that
are in the public interest.
The selection of the committee was
not determined by TAC. It was
rather, something of a broadcasters
"round robin." In other words,
Roger Clipp, the first one approached
to serve as committee man was asked
to suggest one other broadcaster who
was active in the area of public af-
fairs. He suggested Dick Borel. Dick
Borel then suggested Jack Harris,
and so it went, each man suggesting
a broadcaster noted for his interest
in this area.
In the months that followed the
inauguration of the working com-
mittee, stations were signed up as
producers and/or subscribers and
scores of submitted tv shows were
screened. By the first of January,
this year, some 100 locally produced
programs had been carefully screened
and 25 accepted for distribution.
Station membership at that time was
18. Since that date, station member-
while the series are hardly off the
ground, so to speak, viewer com-
ments, both written and phoned,
a wide range of material from ju-
venile delinquency to the actual birth
of a child by Caesarean section, have
brought about some interesting and
surprising rating results at some of
the subscriber stations. "Birth by
Appointment," for example, produced
by WBNS-TV, Columbus, brought
eye-opening rating figures when it
was shown in Columbus, recently.
A special two-part coincidental tele-
phone survey was conduced after the
showing of the program to determine
the size of the audience and to record
viewer reaction. The survey disclosed
a rating which gave the program a
75.4% share of audience against such
popular tv shows as Adventures in
Paradise with a 19.3% share, and
Goodyear Theater with a 5.3% share.
Audience reaction showed from a
total of respondents, 92 favorable re-
sponses and one negative.
In reply to the question "do you
recall the sponsor of this program?"
of the 93 respondents asked to iden-
tify the sponsors, 78 (83%) were
able to specifically make the identi-
fication.
KOMO-TV, Seattle, reports that
when it showed the opera, "Don
Pasquale," a WRAL-TV, Raleigh,
N. C. production, it drew an out-
standing rating in viewers despite the
fact it battled three potent factors.
The factors: "Don Pasquale" was
slotted on a Sunday afternoon — an
unseasonably warm afternoon when
the outdoors beckon to the majority
— opposite CBS Sports Spectacle and
a national football game. Despite
these handicaps, KOMO-TV reports
the opera pulled some 80,000 viewers.
Reports from subscriber stations
also are filled with news of growing
sponsorship, both on the local level
and national. They also report that
"BIRTH by Appointment," produced by WBNS-TV, Columbus, audience pulled 73.5% share
"GREAT Voices from Great Books," nar-
rated by Hans Conried (I), with associates,
is WBKB, Chicago, show. Scene (r) from
WXYZ-TV, Detroit's "Inside the Congo"
ship has grown to 48 and TAC's li-
brary of shows to 55.
The shows themselves which cover
show great interest and enthusiasm
for the shows.
A number of the subscriber sta-
tions, recognizing the shows pulling
power, have slotted them in prime
times. Dave Crockett, programing
manager of KOMO-TV, Seattle, for
example, reveals that instead of the
usual "filler" slot, the station is de-
voting prime station option time peri-
ods— Wednesday's 6:30 to 7 p.m. for
{Please turn to page 61 )
sponsor • 4 JUNE 1962
39
In Chicago
o . . the Adler Planetarium and Astronomical Museum is the first
planetarium built in the Western Hemisphere and contains the
world's finest collection of ancient astronomical instruments. Here,
a lecturer can reproduce the majestic drama of the heavens — past,
present and future — over a simulation of Chicago's famed skyline.
In Chicago
WGN
TELEVISION
offers better
programming through dedicated
community service /
)2 ISPONSOR • 4 JUNE 1962
-the most respected call letters in broadcasting
WGN IS CHICAGO
41
KUDL
citians
meet
for
BIG
Irv. Schwartz
V. P. & Gen. Mgr
BAItimore 1-0077
Media peopL
what they are doin
and sayin
TIMEBUYER'S
CORNER
Murray Evans of WBAB, Babylon, N. Y., is interested in using
Phil Brooks, who buys on American Tobacco at Donahue & Coe
and who is a sports expert, as a sportscaster for a new night-
time show. . . . John Shima appointed a media group head at
K&E, N. Y. He was formerly with the L.A. office. . . . Harold
Cabot & Co., Boston, has expanded its media department. Ed
Fitzmaurice, who was with Leo Burnett, Chicago, has been
named media director. Joan Abbott, Paul Hughes, and Portia
Raider have been made group supervisors.
LUNCHING: (l-r) Roger Rice and Melvin Jones of WIIC, Pittsburgh, Joe Gavin of
Blair-Tv, Grey Advertising's Ed O'Connor', account executive for Greyhound, and Jerry
Rettig, account's timebuyer, discuss bus lines' media plans, while at Mike Manuche's
Meet Herb Stone: Now four years with Reach. McClinton & Co., he
hu\s for Martini & Rossi, Prudential Life Insurance, N. J. Bell Tele-
phone, and Tenneco Oil. He began in research at the agency and pre-
viously had been at D-F-S for a year in their research department, after
graduating from Boston University in 1957. Stone feels that a "good
background in research is virtually a necessity for a buyer today."
He's 28, a Navy vet, and lives with his wife, the former
Rosalyn Hoffman, in New Rochelle. They have one and three-
quarters children. In his spare time, he works at his hobby
of patching up and retooling old cars. Last week he wasn't
able to complete the paint job on one car, so it's green on
one side, blue on the other. "If I have an accident," he says,
"the witnesses will contradict each other."
{Please turn to page 44)
42
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1 jink 1962
r* ^3
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in a new business
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We're proud to
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SPONSOR • 4 JUNE 1962
43
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TIMEBUYER'S
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(Continued from page 42
Tilings you should know about K&E's media department: Its media
department's functions are related to two of the agency's organizational
concepts — first, the all-media system and second, the marketing group
system. The all-media system requires a buyer to be knowledgeable
enough in print and broadcast to assist in the planning and preparation
of recommendations. The buyer must also supervise the preparation of
necessary estimates, schedules, and budgets and the purchase of spot
broadcast. The advantage of K&E's all-media system, it feels, is that
the buyer reviews all media alternatives in terms of a client's marketing
objectives rather than in a specialized area . . .
VISITING N. Y., Harold Parry (I), gen. sales mgr. of WCKY, Cincinnati, talks about
his market with McCann-Erickson buyer Ethel Melcher at the Executive Restaurant
K&E's marketing group system enhances the value of the all-
media method by placing the buyer into a group responsible
for not only media planning, but also research and merchan-
dising planning. For example, Paul Roth, the media group
head, Leonard Carlton, the merchandising group head, and
Sherwin Wasserman, the research group head on the Beccham
and National Biscuit accounts, report to Grady ('handler. Chan-
dler is responsible for coordinating their total effort.
Through this organizational structure, the media supervisor on
Beecham and National Biscuit, who is Lou Kennedy, and his bu\ ing staff,
made up of John Timko and Walter Stabb, become thoroughly familiar
with the marketing problems as they affect media objectives, strategy and
buying. They, in turn, are able to coordinate their buying with the clients
marketing objectives. ^
44
-I'ONMH!
4 june 1962
AGENCY MARKETING
(Continued from page 29)
to me that the responsibilities of the
agency and the responsibilities of the
client are clear-cut. Agency research
should be responsible for research on
advertising. Client research should
be responsible for the product — its
testing, its packaging, its distribution,
etc. Wherever an agency can aid a
client in its marketing problems,
through counseling, it certainly
should do so. Some clients desire
this, others do not. But the agency
should no more do the work of a
client than the client should do the
work of an agency."
Harold L. McClinton, president,
Reach, McClinton & Co.: "The well-
staffed agency can successfully assist
in the client's marketing plans as far
as the client will permit. It is that
simple. There should be no reason
why agency account people cannot be-
come just as knowledgeable about the
business as their opposite numbers
in the client organization. It seems
to me that 'planning for profit' is the
name of the game in which we are all
engaged. If this is a proper descrip-
tion of what we are trying to do, then
what earthly reason is there, within
the marketing complex, for an Iron
Curtain between client and agency?
"The only division that must occur
is the division of the work load ... in
the execution of the plans developed.
In marketing, the agency's true pri-
mary function is planning, the client's
function is execution. We must not
lose sight of the agency's basic func-
tions and responsibility — the plan-
ning, development, dissemination,
and evaluation of advertising. But
please remember, also, that these
functions must be based on a deep
and sophisticated knowledge of con-
sumer needs, wants, and habits. We
see on every hand — in print and on
the air — advertising that is imagina-
tive, ingenious, compelling, persuasive
— and ofter amusing. All of it is
resultful to some degree. But none
of it, to my knowledge, reaches its
maximum potential unless it is com-
pletely geared to the marketing neces-
sities of the products or services it
advertises."
Esty Stowell, president, Ogilvy,
Benson & Mather: "Both trends
[marketing and creativity] are super-
ficial. The essential fact is that no
agency worth its salt can afford to be
weak or preoccupied in either direc-
tion."
Grant Worrell, executive vice
president, Erwin Wasey, Ruthrauff &
Ryan: "It is insane to say that the
marketing phase of the advertising
agency business is dead. It is like
saying that research is passe because
it does not receive as much fanfare
and publicity as it has in the past.
Marketing today is a more important
agency function than ever before;
it has to be with today's competition
and cost of advertising.
"Right now, 'creative' advertising
is in the spotlight. This is well and
good provided that creativity is justi-
fied by marketing factors. If it is
not, the agency is merely running
house ads at the client's expense.
Some of the outstanding creative
campaigns have been sales failures
because marketing was ignored. The
advertisements got awards and the
agencies got fired. On the other
I Please turn to page 48)
MISSISSIPPI
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SPONSOR
4 june 1962
45
Hubert
is going
to
Harvard
... at least, he was until he got a D in third grad<
arithmetic, which, rationalized his fond parents
didn't show what Hubert could really do.
Like grades in school, program ratings are i
measure of performance. In television, perform
ance is partly a matter of program preference
Ratings tell how many people are watching and
something about these people.
This is useful information for everybody in
volved ... for advertisers buying audiences ... for
stations building a program service . . . and for just
plain people getting what they want from TV.
Maligned, misunderstood, misused, and per-
haps occasionally mistaken, ratings are here to
stay. They are indispensable for a popular medium
that wants to stay popular. Where the customer
does not pay directly for the product, ratings afford
the only practical way to find out what he wants.
But, say the critics, the majority, when it comes
to television, should not rule. And it doesn't, not
all the time anyway.
The award-winning Corinthian documentary, "A
Visit to St. Albert's Monastery," didn't do much
better in rating points than Hubert did in arith-
metic. The big difference: we didn't expect that it
would, but we're proud of it anyway.
Responsible broadcasters will always want an
accurate measure of audience response as one
more factor in developing a varied and free pro-
gram service.
Responsibility in Broadcasting
THE CORINTHIAN
16 SPONSOR • 4 JUNE 1962
KXTV
Sacramento
WANE-TV
Fort Wayne
WISH-TV
Indianapolis
WANE-AM
Fort Wayne
WISH-AM&FM
Indianapolis
Represented by H-R
STATIONS
j0»- Commercial commentary
I doubt if you can find anywhere two such completely absorbing,
exciting, and complex industries as are represented in American
advertising and American broadcasting or two whose roots reach as
deeply into as many phases and aspects of our national life.
Radio and tv span a spectrum which includes news and show
business and government and politics, and music and the arts and
education and entertainment — you name it, broadcasting is in it.
Advertising, on its part has an equally spectacular range. It is
involved in selling all the works and services of all the people, and
it is involved in all their purchases and trade.
These two worlds are by no means the same, however. And that
is why I think sponsor's role is so unique and extraordinary.
Our job is to know both, to belong to both, to represent both, to
help both, and to further the understanding of each for the other.
It is, of course, a staggeringly difficult task. No one could possi-
bly know all there is to know about advertising and all there is to
know about broadcasting in 20 lifetimes.
But it is certainly the greatest challenge I've ever faced. And to
the degree that we at SPONSOR can respond to the challenge, we can
perform a surpassingly valuable and important service.
The role of a tradepaper
Perhaps that is the greatest single lesson I've learned since join-
ing sponsor in 1958. Four years ago, I had only the haziest ideas
about the role, function, and potentials of a tradepaper.
My work here has taught me, not only that it is vitally important
for an industry to have a forum and a voice, but that there are cer-
tain absolutely essential functions which can only be performed by
a vigorous, and enlightened trade press.
Only the trade press, for instance, can consistently and actively
present, in behalf of broadcasters who operate under federal license,
the opposition arguments to Mr. Minow's theories.
Only the trade press can bluntly and publicly attack certain ad-
vertising practices which many admen deplore, but which they fear
to discuss openly, because of client or company connections.
Only a trade publication, such as SPONSOR, which is dedicated to
narrowing the gap which separates advertisers and broadcasters, can
dig into inter-industry quarrels, get both sets of arguments out on
the table and exposed to the healthy light of day.
Only the trade press can fight certain vital battles for the indus-
try, or industries it represents. Only the trade press can accurately
present the flavor, climate, and personality of those industries.
And all this is over and beyond, and quite in addition to, the news,
information, facts and figures, and "how to" features we are expected
to provide as part of our regular weekly routine.
All in all, it is a tremendous assignment. I can think of few spots
which ask more of a man, offer more opportunities for growth, learn-
ing, creative expression, and solid service.
Do you wonder then, that I'm thrilled about my new job?
I'm going to take just long enough at the Thousand Islands, and
in the Adirondacks to get a mild tan, some amateurish fishing, and
even more amateurish golf.
Then I'll be back, ready to chew up wildcats. See you soon. ^
SPONSOR
4 june 1962
17
AGENCY MARKETING
(Continued from page 45)
hand. Bome of the most brilliant crea-
tive campaigns have been built on
sound marketing bases. There was a
reason for the creativity: the adver-
tisements sold products at a phenom-
enal rate.'"
Charles V. Skoog, Jr., president.
Hicks & Greist: "Marketing is a
smart creative man's deepest well.
Our business is. in effect, 'problem
Borving' in all advertising areas. How
it i> possible t«> solve a problem, es-
peciall) a creative one. without a
thorough exploration of the market-
ing area, is virtually impossible to
comprehend. Marketing gives crea-
tive direction. It does not necessarily
set a precise course, but certainly
keeps % ou from heading south when
you should be aiming north. Any
good creative man seeks knowledge
before he takes pad and pencil in
hand. Marketing gives him this
knowledge — it will always be thus.
Todav it is more vital than at any
other time in the history of business
and industry."
President of an agency in the
S70-H0 million class: "Marketing for
main \ears has been used as a status-
building term and as a master camou-
flage to cover many basic activities
that agencies have been undertaking
for a long time. The term has been
a catch-all. as well, for many small
services agencies perform but do not
define as actual principles or meth-
ods. The lack of clarity in defini-
tions of marketing have caused many
and serious misunderstandings be-
tween agencies and their clients, and
the entire area needs earlv and valid
definition."
Tliaine Youst, vice president and
merchandising director. Dohertv. Clif-
ford. Steers & Sheii field: "We believe
that a full-fledged marketing and
merchandising program is essential to
an) advertising campaign, and we
are increasing our efforts in that di-
rection. Merchandising multiplies the
impact of the advertising campaign
1>\ bringing the campaign to the sales
counter."
Holland W. Taylor, president.
Foote. Cone & Belding: "Marketing
is certain!) not dead as an agency
function. There may have been a
period when there was much more
talk about it than at present, but I
believe it^ place in our business has
been constant for many years. How-
ever much emphasis has been placed
on marketing. I can't believe that
anyone seriously engaged in our busi-
ness has ever discounted the impor-
tance of genuine, but disciplined
creative effort in the production of
advertising. On the other hand, while
we seem to be in a cycle of much
more talk about the 'creative' effort
of agencies, it is dangerous to con-
clude that marketing understanding
is any less important than before.
Creative thinking and marketing
thinking must both be present if ad-
vertising is to be truly effective."
Sumner Wyman, vice president,
Laurence C. Gurnbinner: "We cer-
tainly don't believe that marketing is
dead as an agency function, nor do
we see its importance diminishing.
To the contrary. We consider it an
integral part of the service we render
our clients. Servicing a client in depth
is a long-standing Gumbinner princi-
ple. Nor do we see any decrease for
marketing men. Far from being sub-
ordinated by the current emphasis on
creativity, we consider marketing to
be a part of our creative function. A
marketing man can be just as crea-
tive in his field as a copywriter or an
art director."
Chairman of the board of an
agency in the $20-25 million class:
"The agency business is a lot of busi-
nesses, and the client must always be
the source. But the so-called market-
ing activity should by no means be
the prime function of any advertising
agency, however large. If an agency
takes over this advertiser function, it
is on the wrong path. The agency is
the imaginative, the creative arm of
the industry. The making and placing
of ads is its raison d'etre.''''
Top executive of an agency in the
$250-300 million class: "The ques-
tion about marketing vs. creativity
can be argued endlessly, mostly be-
cause each term, and particularly
creativity, is subject to various defini-
tions. Marketing is a reasonably spe-
cific term, but creativity is somewhat
elusive. The prevalent meaning of
creativity seems too confined to ad
making. It is applied, popularly
speaking, as a measurement of words
and pictures. Creativity seems to be
measured according to what the ad-
vertisement or commercial looks like,
and what it says. Let's not forget
that marketing, too. can be creative,
as can research, media, etc." ^
RADIO RESEARCH
I Continued from page 32)
st rates the need for greater effective-
in ss in communicating a product's
name and its most saleable features
— and making these points remem-
bered.
At the same time, consumers show
the) believe that advertising serves
a justifiable purpose.
Should dealers advertise? "Yes.
People don't know where to go."
\nother comment: "I don't think
it's possible to get big volume with-
out advertising. Repeating name is
important."
\ teenager makes this reply :
What tvould you do if you were a
car company? "Repeat your name
over and over again. Get your name
across. Even humor works. Name
is important for plain brainwash-
ing."
Reactions, however, raise ques-
tions as to whether advertising is
doing the intended job. There was
only one outstanding exception to
the general vagueness of advertising
recall. And that was Dinah Shore
on tv for Chevy.
A typical reaction: "I know Dinah
Shore used to sponsor the Chevy last
year. Now I forget who sponsors
the Oldsmobile."
One woman comments. "Lawrence
Welk was advertising something for
a while."
Another man offers this repl\ :
Are you aware of any advertising
for different makes of automobiles?
For instance, this rear what they are
saying? "No. not particularly."'
Here's another male comment:
Before you got your Chevy, you
snitched from a Pontiac to a Chevy,
had you heard anything about the
'62 Chevy before you bought it?
"No, mam. I did not. In fact. I did
not even know that the design had
been changed to eliminate those hor-
rible fins on the back."
Here's another candid exchange
between interviewer and interviewee:
Have you heard any Buick adver-
tising or seen any?" I've seen some
in magazines." What were they say-
ing about the 1961 Buicks? When
you bought yours do you remember?
"No." Any other place besides mag-
azine advertising? "I can't remem-
ber an) other place. I don't remem-
ber am tv. I don't remember any
radio." How about currently? "No.
48
SPONSOR
4 june 1962
I don't remember any radio or tv
currently."
And this response from a woman:
Do you recall any advertising for
the '62 Pontiac? "I don't think any
of the major automobiles advertise.
Chevy is about the only one I re-
member more than the others be-
cause of their big advertising with
Dinah Shore. They have extensive
advertising on there. They talk about
the economy run. I think it's Chevy
that talks about the economy run."
A man states, "I cannot recall any
radio automobile advertising except
Rambler."
Local dealer advertising appears
to be better remembered than na-
tional. And in many cases, the rea-
son appears to be harder hitting
techniques that, in essence, consum-
ers disapprove.
As sophisticated as advertising
knowledge has become, the research
shows that consumers have kept pace
or jumped ahead, indicating a need
for admen and media to close the
gap- ^
TV WAXES
{Continued from page 35)
Spot is used in such a situation.
Wakefield explained, because it can
be set up on a staggered timetable
or can be used to break into a pre-
selected area of the country before
other areas.
"Network schedules, of course,"
he added, "help distribution because
of their reach to millions of people,
especially at night."
In addition to the millions spent
on floor and furniture polish adver-
tising, the country's glossmakers also
spent $5.7 million in 1961 for shoe
polish messages. Of this, $5.1 mil-
lion found its way into tv. In 1960,
$2.7 million was spent in tv for shoe
polish advertising.
In this area, Johnson spent $2,-
930,206 in 1961 for its shoe polish
products, of which 85.4% was chan-
neled into television.
Because of the diversity of prod-
ucts, Wakefield said, the commer-
cials are of all kinds. Live-action
messages are used to the greatest ex-
tent, especially in the floor and fur-
niture polish storyboards. In con-
trast, however, the firm's insecticide
commercials are heavy on animation,
in order to get many product points
across fast. ^
i
■
Forty years off service • . .
.V
Y".
*."■■ \ v.-
*» •%•
%p-
w*
to the ever growing northern California area. KFBK, Beeline Radio's
Sacramento, California station began operation in 1922 and has been
under the McClatchy banner throughout its entire history. Forty
years devoted to building listener loyalty through exceptional serv-
ice and quality programming.
McClatchy Broadcasting Company
PAUL H. RAYMER CD. — NATIONAL REPRESENTATIVE
delivers more for the money in Inland California and Western Nevada
KOH RENO • KFBK SACRAMENTO . KBEE MODESTO • KMJ FRESNO . KERN BAKERSFIELD
SPONSOR
4 june 1962
49
Mlklitffl -^IBST
what has an eye^patcl
ho do with you ?
Two things.
One — it points out how brilliant a job
advertising can really do. Two — it proves that
the advertiser who does it generally
winds up with the business.
The moral is obvious.
Which brings up two things more.
One — there are some 7500 men and women
involved in the purchase of national spot.
Of this number — the top 2000 control over
95% of the total business. We call them
the "influential 2000". The most economical
way to pre-sell this "influential 2000" is
via a schedule in SPONSOR because SPONSOR
has the greatest penetration of influence
with this "influential 2000" of any book
in the broadcast field.
Two — give your ads a "patch" of individuality.
Without it— the page you buy is empty.
With it — you can spark a purchase, increase a
schedule, motivate a new appraisal, change
a buying pattern and build your station's
volume every year.
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
555 Fifth Avenue MU 7-8080 New York 17
offer advertisers uncommon advantages
(that's why they sell and sell and sell)
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Coverage of more than half the homes in counties
doing 63% of total U.S. retail sales.
Audience concentrated in major metropolitan areas.
^f 100% color reception.
No restriction on length of commercial message... you
say all you want to say to sell your product.
Tested "magazine" format prevents audience drop-off
due to low-rated show.
Unique device gives immediate provable response to
special offers.
Prime time always available at no premium, whether
for one-time promotion or on regular cycle.
52
SPONSOR • 4 JUNE 1962
<•>§><•>
No electronic miracles, these other three networks . . . but the most
powerful selling force in America, according to many leading advertisers.
They are the three big syndicated Sunday newspaper magazines, each
offering a new spectacular every week-end, with no re-runs, even in
Summer months.
Without counting cumes, the three syndicated Sunday magazines
deliver your commercial to more than 25 million different homes every
broadcast. They are viewed in the best time period of all . . . on
Sundays, when next week's shoppers are relaxed and ready to take in
what sponsors have to say . . . and more than half of this audience is
in the top 50 markets.
Response? Just ask your audit survey to check a retail selling floor on
Monday morning and watch merchandise advertised in Sunday
magazines move out the front door! Or be in an advertiser's mail room
when those bags of coupons start coming in!
The record shows that most big advertisers today agree that to make
advertising dollars perform most efficiently, Sunday magazines should
be part of the program. And when you start analyzing the efficiency of
Sunday magazines you will quickly find you should start with Parade,
reaching 11 million families all over America through their favorite
Sunday newspapers. ;■
Just remember that name ... the call letters are PARADE, the basic buy
of the other three networks, located at 733 Third Avenue, New York City.
SPONSOR
4 june 1962
53
Again WROC-TV is
FIRST
in Rochester !
FIRST
in Facilities
iSS>
The New WROC has the most modern
broadcast facilities in the East. An-
nouncer Studio D (Right) has 11
video monitors, intercom and switch-
ing equipment and provides both
visual and audible contact between an-
nouncer and master control switches.
in
Popularity
FOR THE SECOND CONSECUTIVE TIME
WROC-TV CARRIES 9 OUT OF 10 OF THE SHOWS YOU LIKE BEST
SHOW
RATING
No.
No.
No.
No.
No.
No.
No.
No.
No.
Hazel 52.5 Channel 5
Dr. Kildare 51.5 Channel 5
Bonanza 48.5 Channel 5
Saturday Night at the Movies 44.8 Channel 5
Sing Along with Mitch 44.75 Channel 5
Flintstones 42.5 Channel 5
Dick Powell 42.25 Channel 5
Walt Disney's World 40.5 Channel 5
Perry Mason 40.5 Station B
10 87th Precinct 39.75 Channel 5
March, 1962 ARB
BULLETIN: Nielsen for March agrees giving Channel 5 the seven most
popular programs in town!
FIRST
in Coverage
Each night the 6:30 news and weather with Tom Decker and Bob Mills tops the
competition by 62,000 viewers according to ARB; by 68,000 according to Nielsen.
Buy the station
more people watch
WROC
ROCHESTER, N.Y.
Rtpmrttrd by
(ta»ixlIP«lf»IICo.lnc
TV
CHANNEL
BASIC NBC
E&3>
'.I
SPONSOR
4 june 1962
4 JUNE 1962
Copyright 1982
8PONS0R
PUBLICATIONS INC.
Whafs happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
The move to give the Federal Trade Commission greater power to stop chal-
lenged practices quickly has gained considerable strength.
Hearings this year held by the House Commerce Committee produced somewhat less op-
position to FTC injunctive powers than was true last year.
Opposition to the administration-backed idea is still formidable enough to defeat the
idea, according to all indications, but a compromise method of reaching much the
same goal appears to be in the wind. While some members of the committee still favor
the status quo, there are indications that a majority would have the FTC go to court
for injunctions.
Injunctive power within the FTC, itself, would be faster. But the process of going to
court would be almost as fast, especially in view of the fact that the administration bill would
make FTC injunctions subject to court review.
At the present time, a challenged practice can go on for many months and even years,
depending on how much the company challenged wants to fight the case. The FTC can't
order a stop until the company has either surrendered or has chosen to fight the case
as far up as the Supreme Court.
FTC chairman Paul Rand Dixon pleaded for the whole loaf, but got into all-out hassels
with members of the Committee. Mahlon F. Perkins, Jr., for the Four A's and John J. Ryan
for the AFA ranged the ad industry alongside many other industries in terming the FTC in-
junction proposal an abuse and extension of police power. Dixon said that under pres-
ent rules, "the most stupid lawyer in America could keep a case alive for several years." Op-
position witnesses probably pointed the way in which compromise will run with their po-
sition that only courts should have injunctive powers.
Dixon also pointed out that ad campaigns are usually of short duration, after
which another theme is selected in any case. He said that the "damage" is often done be-
fore the FTC can stop false ad claims. Committee members favoring that approach
point out that courts move with relative speed in temporary injunction cases, and the speed
with which the FTC could stop false ad claims under this method would depend on the FTC's
own speed in acting.
There is very little expectation that any change whatever can be pushed
through Congress this year, but committee members professed to believe there is a
strong likelihood of action next year.
Advertisers learned something else of interest at the same hearings: Commit-
tee chairman Oren Harris (D., Ark.) is still determined to hold hearings on tv
ratings, and sponsors and their ad agencies will be quizzed.
Harris asked Perkins a complicated question about which station an advertiser would
choose in a complicated hypothetical case.
Perkins was unable to answer, whereupon Harris said "somebody had better start think-
ing about it because I am fixing to open it up in the not too far distance, who is control-
ling national advertising and where you send it and on what basis, and in so doing
we are fixing also to find out just how dependable your advertising people are on these
so-called reports that you get from certain areas from whatever method you use,
which I can't discuss at this moment."
The original hypothetical case was worded in the same manner, so there should be no
surprise that Perkins was unable to answer.
Two more radio stations have been put in jeopardy, as FCC hearing examiner
{Please turn to page 57)
sponsor • 4 JUNE 1962
55
4 JUNE 1962
C*»yri|ht 1967
SPONSOR
PUBLICATIONS INC.
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
There's an interesting creative-marketing twist in that General Mills campaign
which kicks off today in some 50 markets.
The four-week run is for GM potato products and Noodles Romanoff and the minute
plugs are for all the food firm's potato items. There can he no piggyback infer-
ences in this because the commercial is based solely on one commodity — potatoes — but high-
lights each GM variation on the theme.
The campaign is out of Knox Reeves Minneapolis.
Reports from the mid- West are that spot tv activity is moving along at a fairly
brisk pace on business already running.
Salvo (Burnett) is finishing up its market expansion and is just about completely na-
tional now. Incidentally, the P&G product recently heavied up its nighttime schedules
to compensate for a cut back in daytime spot while participating in P&G's daytime network
schedules.
Another P&G item based at Burnett, Secret, continues market by market expansion.
Availability quests last week included two advertisers with an eye toward syn-
dicated half hours to start in September.
Miles (Wade) will pick up a 52-week tab for film shows in AA time supplied by the
station while U.S. Borax (McCann-Erickson) wants an open half hour to accommodate
Death Valley Days, also for 52 weeks.
For details of the other spot activity last week see items below.
SPOT TV BUYS
Malt-O-Meal has begun lining up kids minutes for a 24 September start in top markets for
a 26-week campaign as reported here last week. Agency: Campbell-Mithun Minneapolis.
Buyer: Mary Paul.
Bristol-Myers starts today, 4 June, on behalf of Vitalis. Scheduled for five weeks, the cam-
paign consists of fringe-time minutes in a host of markets. Agency: Doherty, Clifford, Steers
& Shenfield. Buyer: Stu Eckert.
American Home Products Whitehall Laboratories division will run through the summer
with placements for Dristan tablets using nighttime minutes. Agency: Tatham-Laird. Buyer:
Rita Lande.
Miles Laboratories is seeking a half-hour in AA time starting in September for 52 weeks.
Miles will buy syndicated film shows from the station for the campaign. Agency: Wade.
Buyer: Walt Mayer.
U.S. Borax is also questing a nighttime half-hour in several markets starting in September
for 52 weeks. Borax will sponsor Death Valley Days in selected markets. Agency: Mc-
Cann-Erickson. Buyer: Les Wallwork.
Falstaff Brewing is in for 13 weeks on behalf of its beer. Time segments: prime breaks.
Agency: Dancer-Fitzgerald-Sample. Buyer: Chuck Downing.
Procter & Gamble is buying network supplements in smaller markets for Camay. The
campaigns, using nighttime minutes kicks off 1 July with open-end P&G schedules. Agency:
Leo Burnett, Chicago. Buyer: Dick Taylor.
Chun King breaks on 25 June with a three-week flight. This is a departure for Chun King,
56
SPONSOR • 4 JUNE 1962
SPOT-SCOPE continued
which usually goes with a two-week flight each time. Agency: BBDO, Minneapolis. Buyer:
Betty Hitch.
Standard Brands is going into several markets on 8 June on behalf of Tender Leaf Tea.
Campaign, using prime breaks and I.D.'s and fringe minutes will run for 13 weeks. Agency:
J. Walter Thompson. Buyer: Martha Thoman.
Thomas J. Lipton is buying for Lipton instant and regular tea. Schedules start 17 June
in markets across the country. It's of 13-week duration. Time segments: prime and fringe
I.D.'s. Agency: Sullivan, Stauffer, Colwell & Bayles. Buyer: Nick Imbornone.
Cutex is buying for its lipstick and nail polish with schedules to start 10 June and continue
for seven weeks in selected markets. Time segments: fringe minutes. Agency: Doherty, Clif-
ford, Steers & Shenfield. Buyer: Rita Venn.
Revlon will promote its Living Curl Hair Spray with prime and fringe minutes and some
live daytime minutes starting today, 4 June for three weeks in several markets. Agency:
Norman, Craig & Kummel. Buyer: Al Silverman.
Milani Foods, Inc., will start its three-five week promotion on 25 June, not 11 June as re-
ported here last week. There are 15 markets slotted to get daytime and fringe minutes and
prime breaks. Agency is Riedl and Freede and the buyer in Loraine Schulze.
Andrew Jergens is buying several markets with schedules to start 18 June. The campaign,
using prime breaks and fringe-time minutes will continue for six weeks. Agency: Cunning-
ham & Walsh. Buyer: Eleanor Accles.
SPOT RADIO BUYS
Salada is buying a host of markets for a summer-long push on behalf of its iced tea. The
campaign is for nine weeks starting 18 June and using minutes and 10's in woman-orient-
ed time. Frequency is 15 minutes per week per market and 20 10-second spots per week per
market. Agency: Cunningham & Walsh. Buyers: Harold Deisher and Stu Brown.
Ansco Films is going in with a 13-week run early this month. A number of top markets
get traffic and weekend minutes. Agency: Lennen & Newell, New York. Buyer: Mary Jane
Hoey.
Alcoa Aluminum promotional campaign for its beer cans is planned for this month. Schedule
will be for four weeks using morning drive minutes. Agency : Ketchum, MacLeod & Grove,
Pittsburgh. Buyer: Pete Turk.
Ford Div. begins a two-week campaign early this month. Drive time minutes are being
scheduled in 60 markets. Agency: JWT, New York. Group head: Hal Veltman.
Roi Tan schedules are set in a small number of top markets. Morning and afternoon
rotating minutes began 2 June for eight weeks. Agency : Lawrence C. Gumbinner. Buyer :
George Blinn.
General Cigar kicks off schedules this month for White Owls in the top 15. Placements
are for Monday-through-Friday drive-time minutes and weekend sports show participations
and adjacencies. Agency: Young & Rubicam, New York. Buyer: Gene Camerik.
Tidy House set schedules for an early June start for 13 weeks. Drive time and housewife
minutes are being used. Agency: McCann-Marschalk, New York. Buyer: Otis Hutchins.
WASHINGTON WEEK (Continued from page 55)
Herbert Sharfman issued an initial decision which would put them off the air un-
less the decision is overturned.
WMOZ, Mobile, Ala., and WPFA, Pensacola, Fla., both owned by Edwin H. Estes,
are endangered because of alleged falsification of logs to cover up "overcommercialization."
The case concerned WMOZ, but the hearing examiner said the falsification made Estes in-
eligible to operate any station.
• 4 june 1962 57
4 JUNE 1962
Cop>Tl(M IM2
•PONSOR
PUBLICATIONS INO.
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
To give credit where credit is due, the Bates agency is the source of a flock of
commercial innovations in tv. Among them are these:
• The piggyback commercial.
• The splitting of the minute on daytime network into separate 30-second com-
mercials spotted in different places in a program.
• Getting a plug for the product into the billboard.
• Guaranteed audience composition.
With the tv networks controlling all but a few hours of their programing
and the scatter plan a hardy fixture, the matter of buying from the tv networks
has become in no small part one of give-and-take negotiation.
And if you were to ask network sales people whom they deem the toughest clients when
it comes to exacting a stiff pro quo they'd probably top the list with Carter and Al-
berto-Culver.
For those who like historic tidbits: Jack Benny this fall will have a spot
other than Sunday for the first time since 1933.
He made his debut in network radio — Canada Dry was the account — occupying the
Thursday 8-8:30 period on CBS, during the 1932-33 season.
It was Chevrolet that introduced the comic to Sunday, but on NBC, in the fall of '33.
Jell-O, which latched on to him in 1934, will co-sponsor with State Farm Tuesday nights.
One thing you can't do, if you've been around the business for some time, is
underestimate a veteran rep's capability for sardonic humor — so long as it's not
quoted.
Take for instance last week's memo exchange between one such oldtimer and a station
over a new presentation that the station had submitted for comment.
Said the station: "We'd like to guard against media people characterizing some of the
presentation's script as hokum."
Retorted the rep: "I appreciate your concern, but, you know, media departments
in agencies are inclined to sneer at hokum until it turns up in their trade
speeches."
The agencies really don't need any organized service to police triplespotting
around their commercials: a competitive station in the market gladly does it.
To cite an example that popped up last week: a tv station bent on weaning away a
Texaco schedule twxed its rep to call attention to Cunningham & Walsh the fact
that the opposition had sandwiched in the Texaco bit between two other commercials.
P.S.: the agency has the matter under investigation.
Ever hear of the classic case of where the old Federal Radio Commission found
that it had gone out of its depth on the matter of overcommercialization.
It happened in the mid-30's and evolved from the discovery by an FRC fieldman that a
farm station carried a noon-12:30 strip which consisted exclusively of classified ads
about feed, fertilizer and second-hand farm equipment.
The FRC ordered the station to desist from this kind of programing. The surrounding
farm papers chortled. The farmers howled to their Congressman. The legislator relayed the
protests to the FRC and the order was recinded.
58
SPONSOR
4 june 1962
IVhy it pays
to advertise your station
in a broadcast booh
BECAUSE THE TIMEBUYER IS KING
JL here's nobody better quali-
fied to advise you how and
where to invest your national ad-
vertising dollars than your own
national representative.
He'll tell you that the time-
buying system really works.
Which means that at any of the
top 50 (or top 100) advertising
agencies placing national spot
business the recognized time-
buyer, backed up by his super-
visors, decides which stations get
the nod. Sure, there are excep-
tions to the rule. Of course there
are some account executives and
ad managers that exert a heavy
influence. But, by and large, the
timebuyer is king.
Reaching the timebuyer, and
the other men and women who
strongly influence a spot buy,
is a job for a specialist. That's
why the several thousand time-
buyers (by job title and job
function) who buy national spot
read the broadcast books. More-
over, they rely on them. They
rely on one or two favorites al-
most to the exclusion of all
others.
Buy broadcast books to give
your national campaign impact
where it will do the most good
... at least cost.
a service of
SPONSOR
SPONSOR • 4 JUNE 1962
59
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funic moio coaroiuTiON
MOORE OF ABC
i Continued from page 33 I
cent disposed of for the coining sea-
son.
"Sales are splendid at ABC TV,"
he said with satisfaction. Comment-
ing on the nature of the material
which his network would feature for
the coming season, he declared: "It
is a chess game of building pro-
grams. Were pleased with the sched-
ule. It is ABC TV's best to date, but
it can. of course be improved on."
Moore made it plain that some 75
percent of the '62-'63 program sea-
son's lineup was already set when he
took over the job vacated bv Treyz,
and that lies carrying out objectives
made previously. But the real big
push, the Sunday punch, so to speak,
will not be delivered until the '63-'64
season rolls around.
He is especially confident of two
programs on the fall and winter
agenda, namely The Jetsons slated
for Sunday night viewing, and
Stoney Burke, a Monday night entry.
"These are genuine sleepers." Moore
enthused.
Moore was elated that ABC TV
was getting a better break as regards
facilities in the television markets of
America. Before long, he hoped the
third network would be standing
shoulder to shoulder with NBC TV
and CBS TV. "We now have avail-
abilities in Syracuse, Rochester,
Greensboro. Raleigh and possibly
Grand Rapids." he exclaimed. "Our
handicap is falling away rapidly."
The chief executive of ABC TV
said there would be changes in the
programing department of the net-
work. "We will designate a head of
programing within a couple of
weeks." he declared.
There will be more public service
sponsorship by advertisers. Moore
observed. "I believe there is no sin-
gle advertiser on television who
would not like to have public service
programing," he said. "The only
thing deterring advertisers from it is
the low audience rating. The first
objective of the documentary pro-
ducer must be to broaden the appeal
in order to achieve larger audiences.
Sponsorship will follow such an in-
crease."
He is convinced that something
must be done about the super-abun-
dance of credit- flashed on the screen
at the end of each program. "There
is no question that between all the
people involved who are pressing for
air credits — there is a loss in total
entertainment time.
Moore thought there was a strong
need for an all-industry conference
"to establish standard procedures to
stop the trend and thus achieve the
maximum of program time."
When Moore is not at his home in
Darien, Conn., in the company of his
wife, the former Claire Stirrat of
Seattle, and their two children,
Thomas W. Jr. and Jeanne, he can
be found at a local golf club or on a
hunting expedition in the far west.
He describes himself as a "pretty bad
golfer who is pleased" if he can
break 100. On occasion he will play
with Stuart Upson, a vice president
of Dancer-Fitzgerald-Sample, but as
a rule his golfing companions do not
come from the broadcast industry.
Asked about Moore's golfing abili-
ties, Upson told SPONSOR in cautious
tones: "We get out in the sun now
and then." Pressed for more details,
Upson declared: "Moore hits a big
ball every now and then. I think he's
a good putter. That, sir, is as far as
I want to go!"
One gets the feeling that his hunt-
ing eye is better than his golfing
swing. Moore told SPONSOR he was
looking forward to some hunting
with Joe Foss, commissioner of the
American Football League. They
expect to head out for the South Da-
kota hills for pheasant shooting and
later aim for the Wyoming wilds in
time to bag some antelope. Perhaps
later Moore and his companion will
go for quail in the South.
When he isn't hunting or duffing at
golf, he is reading non-fiction. Fic-
tion, it appears, holds little interest
for him currently. "I figure tele\ i-
sion gives me all the fiction I need.
he observed, adding that he thought
video had killed off the need for fic-
tion reading in the big national
magazines. He recently read Richard
Nixon's "My Six Crises" and Theo-
dore H. White's "The Making of the
President."
However, there are two fiction au-
thors, who can draw him away from
biographies and appraisals of current
history. They are William Faulkner,
who comes from the south so familiar
to Moore, and Ernest Hemingway,
because of the latter's remarkable
comprehension of sports psychology.
Moore was born in Meridian. Miss.,
60
SPONSOR
I JUNE \'H,2
and went to Mississippi State College
and the University of Missouri from
which he received a bachelor's de-
gree in journalism in 1939.
Moore worked for the Meridian
Star. In 1941 he enlisted in the U. S.
Navy. He emerged as a full lieuten-
ant in 1945. He went to work for
CBS in 1952 as an account executive
on the West Coast with CBS TV Film
Sales and became general sales man-
ager, headquartering in New York,
in 1956. He was named ABC TV
vice president in charge of sales in
November 1957. The next year he
was named ABC TV vice president
in charge of programing. The next
big promotion came this March after
the sensational shakeup at ABC TV
when Treyz got his famous walking
papers.
Treyz quickly wrapped up his per-
sonal belongings but left behind
what is described in lexicographical
circles as the finest book of its kind,
namely the second (not the third)
edition of G. & C. Merriam's "Web-
ster's New International Dictionary."
As an old journalism hand, Moore
was taught to cultivate the dictionary
habit and this he appears to be doing
assiduously.
Among the words he is looking up
are "new" and "image" and by com-
bining them, observers say, he hopes
to upgrade the network with steady
blood transfusions.
The result should be a closer work-
ing liaison with all departments and
a properly balanced program struc-
ture, it is said.
Speaking in the argot of astro-
nauts, all systems in the third net-
work, with Moore at the throttle,
have been declared in "go" condi-
tion. Observers say ABC TV's visi-
bility is indeed peachy. There is dis-
quiet, naturally, at the rival networks.
Foes are hoping that the new order
at ABC TV falls flatter than a trans-
scription platter, but the prevailing
impression is that Moore and his
savvy, rambunctious sidekicks, in-
cluding Julius Barnathan, v.p. and
general manager of the network, and
news and public affairs v.p. James
Hagerty are skillfully clothing the
network with both dignity and sales
appeal. Gone is the era of the one-
man mandamus, observers note, and
this, they insist, is good for the boys
on West 66th Street. #►
LOCAL TV WEB
(Continued from page 39)
the series. KOMO-TV, like several
other stations, deem the series worthy
of a special introductory production.
At KOMO-TV, the series have been
titled American Adventure and the
production staff have put together an
imaginative opening using a popular
master of ceremonies who, seated
before an American Colonial fire-
place, explains the story, then on a
pull-open map, locates via a star,
the town where the particular pro-
gram was produced.
A subscribing stations pays an an-
ual "flat fee' I based on market size ) .
The membership fee entitles the sta-
tion to use as many programs from
the TAC library as he desires. He is
also permitted to slot them accord-
ing to his requirements.
The producer station, on the other
hand, stands to reap far-reaching
benefits. First, since credit is given
to the producing station with each
telecasting, the station is certain to
gain in national prestige and stature.
Second, with money earned through
the station's distribution, the station
is financially better equipped to pro-
duce other — and perhaps better —
programs of this type. In addition,
the TAC staff, growing with the
needs of the fast developing member-
ship, is able to provide professional
production assistance to member sta-
tions should they so desire it.
The increasing number of sub-
mitted productions by producer sta-
tions give proof to the stimili sparked
by national recognition of these lo-
cally produced shows.
While it is premature to evaluate
the correct returns in revenue which
a producer station can expect for the
distribution of his show, estimates
based on a "dry-run" covering the
first three months of operation indi-
cate that a program over a three-year
period can earn as much as $8,000.
The rapid development of the TAC
service has resulted in the possibility
of setting up a national association
of program directors. With this in
mind, a meeting has been scheduled
mid August in Chicago to be at-
tended by programing representatives
of both subscriber and producer sta-
tions. ^^
RAPID TRANSIT?
One of the major problems in the Greater San Francisco
Market is the plight of the poor commuter and what to do
about him as this area continues to explode.
You'll find no argument, however, about the statement
that KRON IS TV IN SFI
Why? Because ARB Reports* for the past 51 consecutive
months prove that KRON -TV has reached more homes per
average Vi-hour than any other TV station in the market
Move fast! Get full details from your
Peters, Griffin, Woodward Colonel, or
*ARB, Jan. '58-Mar. '62
KRON -TV
Channel 4 San Francisco
SPONSOR
4 june 1962
61
SPONSOR
r WEEK
Advertisers
WRAP-UP
PULSE
(Continued from Sponsor Week)
tening in 266 markets, as often as
monthly in some cases.
"The out-of-home audience is re-
flected in each station's rating — not
as a lump sum for an entire market,"
said Roslow.
"People don't normally or easily
carry diaries, meters or telephones
about with them," he stated," but
when they do come home, and when
they do, they can easily tell Pulse
interviewers what they heard, on
what kind of sets, and where."
Pet Milk has acquired a major pro-
ducer of snack food via a cash trans-
action.
Company in question is Laura
Scudder's, a subsidiary of Signal Oil
and Gas Company in California.
The new Pet Milk subsidiary dis-
tributes throughout California, Ari-
zona, Nevada and Utah. Headquar-
ters and main plant are in Anaheim
with other production plants in Fres-
no and Salt Lake City. There are also
more than 40 distribution centers.
Campaigns: John H. Breck will par-
ticipate during the summer in five
BELLS are ringing in KQV, Pittsburgh, Dial-A-Score for sports news.
Susan Nova (D&C) won contest guessing number of calls. L-r:
Frank Boyle (Eastman); Gerry Arthur (D&C); Ted Smith, sales mgr.
SIGNING WBAL, Baltimore, and WISN, Milwaukee, into member-
ship in the NAB is Hearst Corp. broadcast v. p. and gen. mgr. D. L.
Provost as NAB pres. LeRoy Collins smiles approvingly. Looking on
are NAB v. p. Wm. Carlisle (I) and WBAL v.p.-mgr. Thomas Carr
BEACH CORNERS, S. F.— Scott Beach, co-host of 'Spectrum 74'
an KCBS, San Francisco, has a corner on San Francisco. A street
sign in the Marina section of the city reads Scott Beach. Beach
also has a corner of his own on the radio dial with his four-hour show
SPONSOR
4 JUNE 1962
CBS TV nighttime shows with min-
utes and 10-second billboards . . .
General Mills will introduce a 23 oz.
family size brownie mix this month
with a heavy NBC TV schedule, start-
ing 11 June in daytime shows. NL&B
is the agency ... A new beer made
with toasted malt is being intro-
duced by Storz Brewing in the com-
pany's seven-state trade area. Cam-
paign, via Bozell & Jacobs, includes
tv and radio.
Financial report: Philip Morris de-
clared a regular quarterly dividend
of 90 cents a share on common
stock payable on 16 July to stock-
holders of record on 19 June . . .
Helene Curtis reported net sales for
the year ended 28 February were
$68,341,119 compared with $54,038,-
126 for the preceding year. Net in-
come totaled $3,427,418 compared
with $3,229,841 or $1.64 per share vs.
$1.59 per share the previous year.
PEOPLE ON THE MOVE: G. J. Wach-
holz to the new post of division vice
president of the photographic prod-
ucts group of Minnesota Mining and
Manufacturing . . . G. W. Sandell to
general manager of Revere Camera
Co. of Chicago . . . Stanley T. Pender
to manager of market research for
B. F. Goodrich Chemical . . . David
Hanson to assistant advertising
manager at Liggett & Meyers ... J.
Robert McMenamin to manager of
advertising and sales promotion for
U. S. Rubber Tire Co.
Agencies
Leo Burnett clients will be investing
more money in tv advertising in
1962 than in any previous year in
agency history, according to execu-
tive v.p. Leonard S. Matthews.
He said this year's volume of tv
activity, programing and commer-
cials, will approach the $80 million
mark in both network and spot busi-
ness. This exceeds 60% of Burnett's
total annual client billing.
FILLING in while Detroit's two dailies sat idle for 30 days, these
four from WJBK-TV help in remarkable radio-tv jobs done to bridge
gap. L-r: Carl Cederberg; Lou Miller; Bob Maher; and Jac LeGoff
ELEPHANTINE effort by KMOX, St. Louis, for U. S. Savings Bond
campaign included two elephants in local parade. Stn. personality
Bob Holt does the interview. Circus wagons brought up rear
HEADLINERS at the Atlanta Ad Club meeting gathered for this shot. They are (l-r):
Moreland Moncrief, retiring pres. of the club; Frank Gaither, WSB, Atlanta, member of the
board of RAB; Kevin Sweeney, pres. of RAB; Allen Woodall, pres. of WDAK, Columbus, Ga.
and RAB board member; H. Randolph Holder, pres. of WGAU, Athens, Ga. and GAB pres.
AWARD to Storer Broadcasting for carry-
ing Foundation for the Blind radio series is
accepted by radio v.p. Grady Edney (c),
James Storer, blind gen. mgr. of WJW,
Cleveland, from AFB dir. Robert Barnett
SPONSOR
4 june 1962
63
Matthews, who is in charge of
broadcasting, media and administra-
tion in Chicago, further disclosed
that Burnett, Hollywood will be con-
cerned with a record number of tv
properties, supervising some $30
million worth of programing.
Agency appointments: WCKR, Miami
to Bishopric/Green/Fielden, effec-
tive 1 June . . . Parfums Marcel
Rochas to Smith/Greenland for a
French import line of Moustache
men's toiletries . . . Consumer Prod-
ucts division of Hedwin Corp., Balti-
more, to Norman J. J. Berger . . .
The Foundation for Commercial
Banks ($1,250,000) to Guild, Bascom
& Bonfigli, San Francisco, succeed-
ing J. Walter Thompson, effective 15
June . . . WLS, Chicago to Peitscher,
Janda/Associates . . . ACF Industries
to Ketchum, MacLeod & Grove . . .
Peau Sache to Olian & Bronner
Chicago . . . WFAA Communications
Center, Dallas to Taylor-Norsworthy
. . . The Puma Corp., formerly Dura-
Brite Products, to Bermingham,
Castleman & Pierce.
Overseas merger: The biggest all-
British merger in advertising history
catapults two long-established agen-
cies into the top 25 list in Great
Britain. Armstrong-Warden, whose
clients include Richard Hudnut, and
Eversharp-Schick purchased 100% of
the shares of Smiths', which han-
dles clients like Knorr. Chivers and
Scholl. Annual combined volume
is estimated at $8.5 million.
New agency: Theodore L. Reimel,
Jr., formerly promotion director and
account executive of Weightman,
Philadelphia has resigned to estab-
lish his own agency at 1617 Pennsyl-
vania Blvd., Philadelphia.
Top brass: Robert L. Richards to
manager of the Boston office of
Albert Frank-Guenther Law . . . Ed-
ward A. Gumpert, John F. Henry, Jr.,
and Howard M. Wilson to the execu-
tive committee at Geyer, Morey,
Madden & Ballard ... Leo A. Kel-
menson to senior vice president of
Lennen & Newell and also to the
post of assistant to the president.
. . . Top brass: William J. Colihan, Jr.
to senior vice president at Young &
Rubicam in charge of media mer-
chandising and research.
New v.p.'s: James K. Richter at
Storm Advertising . . . R. Alan Gard-
ner at Young & Rubicam . . . Paul
Schlesinger at Needham, Louis &
Brorby Chicago . . . Philip Meyer at
Cunningham & Walsh.
Kudos: The Assn. of Better Business
Bureaus presented a tile plaque to
John P. Cunningham, chairman of
the Board of the AFA. in apprecia-
tion of the fact AFA was the found-
ing organization of the BBB move-
ment just 50 years ago . . . Seymour
Kagan, manager of the international
media section at Fletcher Richards,
C&H, was elected president of the
International Media Buyers Assn.
PEOPLE ON THE MOVE: Warren C.
Rossell to tv-radio production super-
visor at Ketchum MacLeod & Grove,
New York. He'll be succeeded in
Pittsburgh as tv-radio production
group manager by William S. Morris
. . . Eugene Austin to account execu-
tive at McCann-Erickson, Los An-
geles . . . Betty Williams to tv com-
mercial producer for F&S&R corpo-
rate tv department . . . George Frey,
SSC&B vice president in charge of
network relations, to New Merritt
Enterprises as sales consultant . . .
Richard G. Sears to account repre-
sentative at N. W. Ayer, New York
. . . Charles F. Magee to account
executive at Robert Otto-lntam . . .
Mike Miller to copy chief and man-
ager of the copy department at Al-
bert Frank-Guenther Law.
Associations
The advertising manager of one of
Connecticut's largest department
stores had some promotional tips
for the state's Broadcasters Assn.
Ralph Daddio of G. Fox & Co. told
the group that all media interested
in getting part of the department
store's ad dollar should be "aware
of the prospective clients policies,
needs and objectives and help him
do a better selling job by submitting
constructive, soul-searching recom-
mendations."
Directory: The Kansas Assn. of Radio
Broadcasters has just issued an up-
dated directory of am, fm and tv sta-
tions in the state, including Kansas
City Missouri stations which cover
important counties in the eastern
part of Kansas.
Kudos: Paul Crain, general manager
of KRTV, Great Falls was elected
president of the Montana Broad-
casters Assn.
Tv Stations
Tv's share of tobacco advertising in
measured consumer media rose from
63.9% in 1960 to 66.9% last year, ac-
cording to TvB.
Gross time billings in 1961 were
$114,605,184, an increase of 1.8% over
1960. Of the total $84,868,184 went to
network, compared with $76,912,694
in 1960. Spot tv got $29,737,000
against $35,686,000 the year before.
Leading tv advertiser in the field
was R. J. Reynolds which had meas-
ured media expenditures of $37,451,-
875 in 1961.
Leading brand on tv was Kent, with
gross time billings of $10,738,373 in
network and spot tv followed by
Winston with billings of $9,277,042.
Kudos: WNAC-TV and radio, Boston
got certificates of appreciation from
the U. S. Coast Guard for support
of boating safety . . . George Carras
of WSOC-TV, Charlotte, was chosen
Southern tv photographer of the
year at the Southern Short Course
in News Photography annual compe-
tition . . . WHAS-TV, Louisville won
a 1962 Journalism Award of Sigma
Delta Chi local chapter for a docu-
mentary on the wasting of Kentuckv
farmland.
PEOPLE ON THE MOVE: Norman
Louvau, vice president of WAPA-TV,
San Juan, to chairman of the board
of WOLE-TV, Aguadilla-Mayaguez,
P. R James R. Hoel, of the NBC
64
SPON'SOIl
4 june 1962
Chicago tv spot sales staff, to local
sales manager of WNBQ (TV), Chi-
cago.
Radio Stations
The value of farm products sold in
the U. S. is about $30 billion an-
nually and $23 billion of this is
spent in areas covered by the farm
network stations affiliated with Key-
stone Broadcasting.
This is the salient feature of the
market study which Keystone is cur-
rently presenting to advertisers and
agencies. The study shows KBS cov-
erage of 78% of all U. S. farms.
In a series of 11 documented case
histories, RAB is illustrating how
low-margin discount operators are
using radio to sell items, upgrade
their image and attract traffic.
Stores covered in the report span
the nation, from the Towers Marts
chain along the Eastern seaboard to
the White Front stores in Los An-
geles.
Ideas at work:
• During Radio Month WPGC,
Washington D. C. ran 15-second
promos every two hours with salutes
for the medium from leading civic
leaders.
• As part of its 40th birthday cele-
bration, WFBR, Baltimore is sending
hundreds of Chesapeake Bay oysters
with cultured pearls inside to agen-
cy buyers. Two will contain anniver-
sary rubies, each weighing well over
one carat.
• KBOX, Dallas, has just con-
cluded its annual "Principal of the
Year" contest. Prizes and a record
dance were awarded to the top
school.
• WKBW, held the surprise social
event of the Buffalo season at its
studios to introduce the newest
member of the staff. A young Buf-
falo made his debut at the recep-
tion presenting him to the business
and civic world of Buffalo. His
name: Alexander Graham Bull, the
new station mascot and symbol of
an ever growing Buffalo.
Financial report: Rollins Broadcast-
ing declared a regular quarterly divi-
dend on common stock of eight
cents per share payable 25 July to
stockholders of record 25 June.
Happy anniversary: To CKLW, De-
troit, celebrating its 30th anniversary
during June ... To WBIG, Philadel-
phia, on its fifth anniversary under
Storer management.
Kudos: William M. McCormick, pres-
ident of the WNAC stations in Bos-
ton and Yankee Network division of
RKO General was presented with the
standard of excellence award of the
Greater Boston Chamber of Com-
merce . . . WRIT, Milwaukee won
the first place for entertainment
award presented by the Milwaukee
County Radio and Tv Council . . .
James H. Quello, vice president and
general manager of WJR, Detroit,
was elected to the Board of Direc-
tors of the Adcraft Club of Detroit.
PEOPLE ON THE MOVE: Edward B.
Ingeman to account executive at
WHLI, Hempstead . . . Wells F. Bruen
to KBOX, Dallas as an account ex-
ecutive . . . Hayden Young to ac-
count executive at WIL, St. Louis
. . . James S. Morgan to the sales
staff of WWJ, Detroit . . . M. E. "Doc"
Fidler, manager of the member de-
velopment department of RAB to
Rounsaville Radio Stations as a
sales vice president . . . Frank
Dusenbury to general manager and
vice president of Golden Triangle
Broadcasting . . . Jack Griswold to
news and sports director at WEJL,
Scranton.
IF^m
The QXR network of 36 fm stations
launched an expansion program and
four-pronged campaign to boost fm
as an advertising medium.
Instituted by Novo Industrial Corp.
which recently acquired the network,
the program plans to bring the net-
work up to 50 stations by the end
of the year and to add another 50
by the end of 1963.
Four steps to achieve this end
are:
(1) creation of a national research
program and an "fm research bank"
to service advertisers.
(2) establishment of the first na-
tional spot sales organization called
FM Spot Sales.
(3) development of new network
programing on a major scale.
(4) development of new engineer-
ing and technical standards for ster-
eo and monaural transmission.
Target date at WSB, Atlanta, for be-
ginning multiplex stereo broadcasts
as well as separate am and fm pro-
graming is 18 June.
The station's fm arm will now have
an independent schedule of 18
hours daily, including 5V2 hours of
stereo music and studio-produced
features.
Networks
CBS TV has made official the long-
anticipated realignment of its day-
time schedule.
Changes are as follows: "The
WTRF-TV
STORY
BOARD
"Wheeling?
HEALTH OF A SITE? Realtor:
"What do you mean you've
thought up a fine healthy
name for our new develop-
ment?" Partner: "I'd like to
call it 'Gesund Heights.' "
wtrf-tv Wheeling
SOUTHERN COMFORT! The bourhern preacher
was trying to get the petty racketeer to do
some soul-searching. He asked, "In time of
trial, what do you think can give you the
most comfort?" The racketeer proudly an-
swered, "That's easy, suh, ah'd say a hung
jury!"
Wheeling wtrf-tv
BRAINSTORMING . . . producing ideas the
hard way!
wtrf-rv Wheeling
COMPLEX PRONE! The patient insisted that
he had an inferiority complex. After many
couch sessions, his analysis reported: "I've
good news for you. You don't have an in-
feriority complex, vou are inferior!" (Thanks
to Lil and Dick Tiiton of Rocky River, Ohio)
Wheeling wtrf-tv
"LARCE BLANK WALL, NO BUDGET" . . .
That's what the Delores Vaeth of Philadel-
phia's Al Paul Lefton ad agency wrote when
she requested her set of WTReffigies, our
adworld close-up series. Rod Smith of New
York's tv Ad Rep, Inc., says, "I know all of
those people." Write for your WTReffigies,
you don't even need a reason.
wtrf-iv Wheeling
RETURNING FROM ABROAD, the tipsy gav
blade was questioned by the customs officer;
"Do you have any pornographic material in
your possession?" "I should shay not," re-
plied the traveler, "I don't even have a porno-
graph tc play it on!"
Wheeling wtrf-tv
GET ON the Wheeling brandwagon for mer-
chandising extras!
CHANNEL
SEVEN
WHEELING,
WEST VIRGINIA
SPONSOR
4 JUNE 1962
65
Verdict is Yours" moves to 11-11:30
a.m. from 3:30 p.m., followed at
11:30-11:55 by "The Brighter Day,"
expanded from its present quarter-
hour 4 p.m. time slot.
The new daytime version of "To
Tell the Truth" goes in at 3:30-3:55
with "The Secret Storm," now seen
at 4:15-4:30 to be seen at 4 p.m. as
a half-hour show.
All changes take effect 18 June.
One hundred and fifteen promotion
managers from ABC TV affiliates will
gather for the Fifth Annual Promo-
tion Clinics in June.
Meetings will be held in New York
on 18-19 June, in Chicago on 21-22
June and in San Francisco on 25-26
June. They are geared to an ex-
change of ideas between the net-
work and affiliates and the mapping
of plans to promote the new season
starting in the fall.
CBS has laid the groundwork for the
eventual take-over of the Republic
Studios in North Hollywood.
A long-term lease arrangement be-
tween Radford Realty, a wholly-
owned subsidiary of CBS-TV and Re-
public provides for production of
"Rawhide" to start on 25 June. On
1 May 1963 the entire facilities, sub-
ject to Republic's present studio
commitments, will be operated by
Radford.
Diversification: AB-PT has con-
tracted to acquire Florida's Silver
Springs, the 3,900 acre resort area
which includes the glass bottom
boat ride over the main spring.
Kudos: ABC and the Bell & Howell
Co., sponsor of the "Close-Up!" doc-
umentary series were awarded a
double citation of merit for public
service programing by the National
Council of Churches.
PEOPLE ON THE MOVE: Spencer
Harrison, CBS vice president and
business manager, talent and con-
tract properties, to Ashley-Steiner as
a general executive in the capacity
of vice president in charge of the
legal and business affairs depart-
ment . . . Herbert A. Claassen to ac-
count executive at ABC Internation-
al Television . . . Salvatore J. lan-
nucci, Jr. to vice president, business
affairs at CBS TV.
Representatives
An updated version of its "Spot Tel-
evision Advertising Cost Summary"
is being distributed by Katz.
Designed for quick estimating of
spot tv costs, market-by-market rates
are listed for nighttime half hours
and 20's, daytime minutes and 20's
and late-night minutes.
The summary is not offered as a
guide to individual market rankings,
but as an estimate of costs in mar-
kets of the same size where aggre-
gate costs for a group remains ap-
proximately the same.
There are several more attache
cases spotted along Madison Ave-
nue this week, compliments of
Peters, Griffin, Woodward.
Actually decorative envelopes, the
cases contain a handsome pictorial
account of the past 30 years of na-
tional spot broadcasting and PGW's
30th year in business.
Rep appointments: WHTN-TV, Hunt-
ington-Charleston to Select Station
Representatives . . . WMET, Miami
to Tele-Radio & Tv Sales . . . KPLC
(AM & TV), Lake Charles, La. and
KALB (AM & TV), Alexandria to Ad-
vertising Time Sales. •
PEOPLE ON THE MOVE: Gene Mac-
Lean, Jr. and Lynn Hall to The
Meeker Company, New York . . .
Sheldon J. Bitkower to radio re-
search manager at H-R . . . Dick
Williams to sales account executive
in the New York office of Select Sta-
tion Representatives.
Film
A plan to stimulate the flow of young
people into tv has come from Bob
Banner Associates.
A series of Fellowships has been
established by The Banner Founda-
tion to offer students an opportunity
for on-the-scene participation during
the creating of weekly and special
network tv shows.
Grants will cover transportation
costs and living expenses for an
eight-week period.
Official Films has decided to pro-
duce a second year of "Biography."
Done in conjunction with David
L. Wolper, 26 films in the current
series have been completed and 13
others are in various stages of pro-
duction.
The first 39 half-hours have been
sold in 78 markets.
Sales: MGM-TV's "Northwest Pas-
sage" to CBC as a summer replace-
ment . . . Allied Artists TV's "Tv Cav-
alcade of the 60's," post 1948 fea-
tures, to 22 markets . . . Telesynd's
"The Lone Ranger" to WLBW, Miami
and WTTV, Indianapolis . . . Seven
Arts' volume 3 of post-1950 Warner
Bros, features to seven more sta-
tions raising the market total to 50
and volume 2 to four more stations,
upping the total to 94 . . . Warner
Bros, tv program division sold five
additional hour series to WNEW,
New York and KCOP, Los Angeles.
New properties: Storer Programs is
distributing a new series of 26 half
hours produced in cooperation with
UPI and Movietone News called
"Communism: R.M.E." . . . Heritage
Productions is marketing a series
on skiing headlined by Skitch Hen-
derson as host. The series consists
of 26 videotape segments, 15 min-
utes each, for showing from October
1962 to April '63.
Expansion: Dolphin Productions,
which specializes in tv commercial
production, has established a pro-
graming division, which will concen-
trate initially on documentary and
news-feature series and a Public Re-
lations Film division, to service cor-
porations and institutions. Kurt
Blumberg has been named director
of sales and Robert J. Kinney sales
representative.
International distribution: Arthur E.
Breider, former SPONSOR sales
manager, has set up his own dis-
66
SPONSOR
4 June 1962
tributing company in Milan, Italy
called Cobre Distributors to handle
tv programs and commercials. He'll
be following commercial develop-
ments in Europe, including The Film
Festival in Venice beginning 11
June.
Kudos: Screen Gems was awarded
the Presidential "E" Award in ac-
knowledgement of its achievements
in the furthering of its foreign busi-
ness in line with President Ken-
nedy's export objectives.
PEOPLE ON THE MOVE: John Max-
son to sales manager of Sponsors
Film Service, a division of Advertis-
ing Radio and Television Services
. . . Larry Cooper to account execu-
tive at Cellomatic . . . Robert W.
Rawson to vice president in charge
of sales and sales development at
Advertising Radio and Television
Services . . . Phillip Conway to ac-
count executive at ABC Films.
Public Service
A water safety campaign, designed
by the American Red Cross, will be
carried by "Romper Room" in its 95
markets this summer.
The project kicked off last week
with the showing of a one-minute
animated safety film aimed at the
pre-school set. The films deal with
safe practices while swimming, res-
cue techniques and other related
subjects.
Public service in action:
• WTAE, Pittsburgh recently
played host to a group of civic and
business leaders in a special semi-
nar to determine tv's role in promot-
ing area renewal and redevelopment.
• WTKO, Ithaca is awarding, for
the second consecutive year, six
scholarships to area high school stu-
dents totaling $1,400. Area mer-
chants and businessmen will par-
ticipate in "Operation Scholarship."
• KETV, Omaha answered ques-
tions about the new Sabin polio
vaccine on programs featuring rep-
{ resentatives from the Omaha-Doug-
las County Medical Society.
Kudos: KCBS, San Francisco got the
Bay Area Publicity Club's first an-
nual Silver Spindle Award for ex-
cellence in editorial public relations
during 1961 . . . WERE, Cleveland
was awarded the Twyla M. Conway
Award for coverage of the John
Glenn orbital flight . . . WNBC-TV,
and WABC New York got the city's
public service award in recognition
of campaigns in support of the "Stay
in School" program . . . The Los An-
geles City Council saluted the
Southern California Broadcasters
Assn. and its member radio stations
for public service locally last year.
Equipment
A new and revolutionary wireless
portable tv camera was used by
CBS TV in its coverage of Scott
Carpenter's orbital space flight.
Delivered by Ikegami Electric Co.
of Kawasaki, Japan and originally
developed by the Chubu Broadcast-
ing Co. of Nagoya, the camera was
adapted for CBS TV requirements
jointly by Chubu and Ikegami.
The new miniature camera utilizes
a 3-inch type 5820 image orthicon
camera tube. It can be fitted with
a zoom lens or with any of the usual
tv studio camera lenses. It operates
without any cables.
Financial report: The EIA reported
that total factory sales for 1961 were
$1,225,000,000, somewhat less than
the $1,271,000,000 reported during
1960.
Station Transactions
The FCC has approved the purchase
of KRIC (AM & FM), Beaumont by
Texas Coast Broadcasters.
Buyer is a new corporation formed
by five businessmen who own and
operate KNUZ and KQUE (FM) in
Houston.
Seller: The Enterprise Company,
publisher of the Beaumont Enter-
prise and Journal.
Target date for the new am station
in Oroville, California is 1 July.
Owner and manager James E.
Walley has most recently been gen-
eral manager of KAGR, Yuba City-
Marysville and Al Sumbler, station
manager, has been associated with
KXRX, San Jose.
The new station's transmitter site
is at Grand Avenue and Sixteenth
Street, with studios in the Oroville
Inn.
Program policy includes feature
information programs and a basic
middle of the road music pattern.
You see more opportunities
through our eyes ...
And you are protected from the hazards of negotiating on
your own by Blackburn's penetrating knowledge of markets.
We do not send out lists; every sale is handled on an individual
basis. Seeing the total picture through our eyes widens
opportunities and narrows the risk for both buyer and seller.
BLACKBURN & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
lames W. Blackburn
lack V. Harvey
Joseph M. Sitrick
Gerald F. Hurley
RCA Building
FEderal 3-9270
H. W. Cassill
William B. Ryan
Hub Jackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Healey Bldg.
JAckson 5-1576
BEVERLY HILLS
Colin M. Selph
Calif. Bank Bldg.
9441 Wilshire Blvd.
Beverly Hills, Calif.
CRestview 4-2770
SPONSOR
4 JUNE 1962
67
Sorry, we
don't cover
Moscow . . .
SPONSOR'S
5-CITY TV RADIO
DIRECTORY
. . but just about every
other 'phone number you
need is in SPONSOR'S
5-CITY TV/RADIO
DIRECTORY.
Networks, groups, reps, agencies,
advertisers. Film, tape, music and
news services. Research and promo-
tion. Trade associations (and even
trade publications).
All in the convenient pocket-size,
for only $.50 from
SPONSOR
555 Fifth Avenue, N. Y. 17
63
ciuZzl radio
»<
Ted Bergmann, who has just formed
Charter Producers' Corporation I See Spon-
sor-Week, page 7), has a long history in
advertising and broadcasting. He was. un-
til his recent resignation, a vice president
of advertising for Revlon. Before joining
Revlon, Bergmann was president of Park-
son Advertising for three years and vice
president and associate director of tv for
McCann-Erickson for two years. Previously he held various execu-
tive posts at the DuMont Television Network.
Robert M. Peebles, general manager of
WROW, Albany, has been named a vice
president of Capital Cities Broadcasting.
Peel »les joined WROW as station manager
in 1959 and was subsequently promoted to
general manager. He is a former vice pres-
ident and general manager of WKNY Ra-
dio and Television in Kingston, N. Y.
Capital Cities credits Peebles with intro-
ducing WROW's ''Beautiful Music" policy, inaugurated in Januarx
1961, which began the station's trend toward better adult music.
Myron E. (Mel) Grossman is the new di-
rector of sales promotion for H-R Repre-
sentatives and H-R Television. For the
past six years Grossman has been associ-
ated with WBNS-TV and radio in Colum-
bus, Ohio as a staff announcer, disc jockey,
merchandising director and, more recently,
as sales development director. A native of
Ohio and a graduate of Kent State U. in
Kent, Ohio, Grossman received his Master's degree in radio-tv pro-
graming from Ohio State U. in Columbus.
Ray M. Stanfield has been appointed di-
rector of radio promotion and research for
Peters, Griffin, Woodward. Currently vice
president and general manager of the Belk
Radio stations, Stanfield has also served
for the past five years as general manager
of WIST, Charlotte. Prior, he held the po-
sitions of director of sales and programing
and news-sports director of WIS, Colum-
bia, S. C. from 1953 to 1956. Earlier he was associated with
and WEJC, Greenville.
Wl'BC
si'oNsm;
4 june 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
Thomas A. Welstead, vice president and general manager of WLBW-TV,
Miami, Florida, asks "Could this happen? Who knows?" as he presents
a stirring drama starring three clicking, winking media machines. Welstead
was vice president and national sales manager of the station prior to his
present post. In 1948 he joined L. B. Wilson, Inc., owners of the Miami
station, as eastern sales manager, and handled all sales for the firms Cin-
cinnati station, WCKY. He was named a vice president in 1954. Welstead
concludes that the wise media buyer combines numbers and judgment.
ft* teShS 1
Machines take over buying of air media
PLACE . . . Somewhere on Madison Avenue
DATE 1973— Fall
The scene is set in an antiseptic marble-walled room.
Nothing is in view but three banks of light-blinking, click-
ing machines. . . . Machine 1 speaks:
Machine 1 :
"Well it's fall buying time again . . . did you see the
truck load of crystal ball rating books they dropped in my
hopper? By the time I straighten out those human errors
and guesswork, I'll probably spring a sprocket."
Machine 2:
"Huh! You've got a lot of problems! All you have to
do is digest that mess of contradictory information — I've
got to figure out which service is correct and buy the time.
It's getting to the point where we ought to develop a ma-
chine to watch, listen and report. This would sure get the
humans out of this system."
Machine 3:
"I wish you two metal monstrosities would stop griping.
I get all the work of taking orders and writing them —
plus billing and banking checks. Bah ! What you two need
is a Ouija board. Picking numbers out of a hat would be
more accurate than depending on you."
I Machine 1 :
"A lot you know! All you think we do is store informa-
I tion and spew it out. My rheostat almost split last night
I when one of those wise guy station fellows tried to feed
J me — "in-store merchandising" — "power-packed promotion-
\ al support" — "local success stories" — "local program per-
How do we evaluate these non-mathematical
sonalities."
entities?"
SPONSOR <
Machine 2 and 3 (together) :
"Throw them out! Throw them out! (Machines start
to chant and blink multicolored lights.) If they ain't got
mathematics, they don't count for nought. Numbers is
the thing! Numbers is the thing! Give me an old fash-
ioned 31.3 or a rousing \2.().
bers!"
Numbers ! Numbers ! Num-
4 JUNE 1962
Machine 1 :
"Shh! Here comes that human with another load."
(Curtain slowly down as human feeds numbers into Ma-
chine 1, and Machine 2 and 3 click gayly.)
Could this happen? Who knows? Many agencies are
experimenting with machine buying, machine billing, in-
stant numbers. Should these machines replace the common-
sense buying of the experienced media man. the man
who takes not only the numbers into consideration but a
station's personnel; the market; the support a product is
given by a station; the service and cooperation a station
renders to and for a client? Are these not important!??
Which do you prefer — statistics out of a machine or serv-
ice from a station? Consider the wise media buyer — the
buyer who knows stations as well as numbers — who com-
bines both for the benefit of his client.
Of course machines and mathematical models can never
take the place of a good media man's judgment. He must
use them to give him added information which he can tem-
per with his own experience and understanding of media.
Mathematics can build a pathway down which the media
man can travel by means of his intuition, making decisions
along the way and altering the route to meet the changing
demands not foreseen by the machines.
The media man will always be the keystone in media
buying, no matter how many winking, blinking machines
come on the scene. ^
69
SPONSOR
The Colonel is 30 years old
Tliiit\ years ago the Peters. Griffin. Woodward Colonel
I with Jim Free a> head colonel) opened an office in Chicago.
Today the PGW Colonel is famous. He represents 37 tv
-tat inn- and 27 radio station-, maintains 12 offices, provides
timebuyers as well as stations with countless services that
weren't dreamt of a scant 10 years ago.
The Colonel today i> dynamic H. Preston Peters, he started
as a \er\ junior colonel himself and worked his way up to
head of the giant national representative firms of our indus-
try. Second in command is Lloyd Griffin, highly respected
head of the tv division.
sponsor congratulates all the Colonels on their many out-
standing contributions to the broadcast advertising industry.
1440 minutes daily in Detroit
The Detroit newspaper strike demonstrated once again thai
broadcast news does the job.
For 30 days the two Detroit newspapers were on strike.
Instantly the radio and tv stations of that great city came to
the rescue. Some, like WJBK-TV, went far beyond the call
of duty. \\ \\ .1 and WWJ-TV, WXYZ and WXYZ-TV, WJBK
and WJBK-TV, CKLW and CKLW-TV, WJR, WKMH,
W-CAR, and many other station- in the area filled the air
waves with reports that kept the populus informed 1440 min-
ute- each day.
The broadcast industry has no desire to crow over the mis-
fortunes ol another medium of communication. Every medi-
um has its place. But there are those who, for whatever rea-
sons, tearfully lamented that Detroit without newspapers was
ignorant and totally uninformed. With survey after survey
showing an increasing preference For tv and radio new-, with
Detroit home- abno-t solidl) t\ and radio equipped, and with
the remarkable record demonstrated by Detroit's broadcast
facilities during the strike, this just doesn'l make sense.
Congratulations to IRTS
The Radio and Television Executives Society recently
changed it- name to the international Radio and Television
Society. In an era of communication- satellites, and adver-
tising agencies handling Common Market accounts. IRTS
sounds fine. ^
lO SECOND SPOTS
Music critique: Comic Jack E.
Leonard said of Louis Prima's latest
record release. "It sound- lik«- the
Mafia with bugles.9
Sports: Frank Giilord. the New ^l ork
Giants football star and sportscaster,
feels that it is important that men in
sports learn the art of being inter-
viewed on t\ and has worked out a
simple formula for them to use. What
ever sports question is asked, all the)
need answer is one of the following:
"Yes" or "No" 2) "It's too earlv to
say" 3) "C'monnow!",and 1) "Well,
there are two sides to every question
— depending upon ihe circumstances."
Civilization: Jimmy Dean, who
hosts NBC TV's Tonight show the
week of 9 Juh. recently returned
from South America and told a group
of advertising men ahout the influ-
ence of Madison Avenue on the Ama-
zon natives. "Because of the ver-
mouth commercials they heard on
their short-wave sets," he told them,
"the headhunters now stuff shrunken
heads with pimentoes and put them in
martini glasses."
Childhood: Comic Alan King, in
Chicago for an engagement at the
Living Room, appeared on a local
d.j. show and was asked what kind
of childhood he had. "My father was
unusuall) mean," he said. "He made
me go to bed without dinner." When
the d.j. pointed out that many fathers
discipline their kids this way, King
said, "For nine years?"
Quiz shows: Johnny Carson asked
a contestant on his ABC TV show
Who Do You Trust?, "Who was the
plumbing inspector of Ethiopia?"
Replied the contestant. "What year?"
Economics: Discussing the unem-
ployment problem in Hollywood,
Broadwav singing star Martha Wright
commented: "The trouble with Holly-
wood is that it"s an underdeveloped
community with overdeveloped wom-
en.-'
Animals: Dennis Beaumont, of the
Troy-Beaumont Co.. recently bought
a large dog to keep burglars away.
"Now." he says. "I have onh one
problem — the dog steals."
70
SPONSOR
4 june 1962
CANDY IS DANDY
BUT SPOTS ARE QUICKER
Four agency account executives, celebrating a bonus*, took their
wives to dinner at a charming candle-lit restaurant.
After the meal a silver salver of thin mints was passed. Each lady,
vigorously protesting rigid adherence to a diet, slipped mints into her
purse under the pretext that "she was taking them home for the chil-
dren." Anne took one candy, Bonnie 2, Celia 3, and Diane 4.
Each husband, unrestrained, took as many as he wanted. Robinson
took the same number as his wife, Johnson twice as many as his,
Gordon three times as many as his and Powell four times as many as his.
After the party left the restaurant, the hapless manager made a
quick audit and discovered that he was out 32 mints.
What was each wife's last name? Correct pairings will rate a tooth-
some tidbit. If you have a weight problem, tell us, and we'll send a
book instead.
*Each canny AE had bought a spot program on WMAL-TV; each
client was delighted with results. Boss came through with bonus.
Try it yourself. To check availabilities on WMAL-TV's 4 well-watched
half-hour news programs — 1:30 p.m., 6:00 p.m., 7:00 p.m. and
11:00 p.m. — contact your H-R television representative.
Puzzle adaptation courtesy Dover Publications, New York 14. N.Y.
wmal-tv
Washington, D. C.
An Evening Star Broadcasting Company Station, represented by H-R Television, Inc.
Affiliated with WMAL and WMAL-FM, Washington, D. C.j WSVA-TV and WSVA, Harrisonburg, Va.
JUST ACROSS CONSTITUTION PLAZA!
Number One Hundred Constitution Plaza, a sleek onyx structure of eighteen stories, nears completion a few
short paces across Constitution Plaza from Broadcast House. When completed, it will house yet another major
Hartford office of the Hartford National Bank and Trust Company, an organization founded in 1792. Like
Broadcast House, first of a complex of modern structures to be completed in Constitution Plaza, the Hartford
National Bank and Trust Company is playing an important part in the urban rebirth of America's insurance
capital by providing further stimulus to an already bustling market.
Burgeoning with Hartford is WTIC Television and Radio. Latest ARB and Nielson reports show WTIC-TVs clear
leadership in southern New England. The superiority of WTIC Radio is delineated in the latest Alfred Politz
Media Study of the Southern New England area.
WTIC TV 3/AM/FM
Hartford. Connecticut
WTIC-TV IS REPRESENTED BY HARRINGTON, RIGHTER & PARSONS. INCORPORATED
WTIC AM-FM IS REPRESENTED BY THE HENRY I. CHRISTAL COMPANY
.
... to cover Michigan I
Even Nancy Ann Fleming ( Miss America ,l61 ) needs a
groom to complete the picture. . ..and to complete
your Michigan coverage you need WJIM-TV, covering
Michigan's 2nd TV market... that rich, industrial outstate
area made up of LANSING- FLINT -JACKSON and
20 populous cities. . .3,000,000 potential customers
.. .821,000 TV homes (ARB November, '61). . .served
exclusively by WJIM-TV for over IO years.
WJIM-TV
BASIC
Strategically located to exclusively serve LANSING . . FLINT. . . JACKSON
Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA
Miss America's gown by Knapp's of Lansing
SPONSOR • 11 JUNE 1962
POPULAR GAL!
EVERYBODY KNOWS
HER NUMBER!
It's WKOW 1070, Madison.
When Luella Mortenson, the
homemaker's friend, takes to
the mike, the mail pours in
from all over Wisconsin, and
beyond. Like the 1,937 re-
quests Luella received for a
cookie recipe. They were post-
marked from 195 cities in 47
counties of Wisconsin, Illi-
nois, Iowa and Minnesota.
Luella Mortenson is one of
the EXCLUSIVES that make
10,000-watt WKOW/1070
first in total weekly homes —
first in total audience.
To get your share of this
EXCLUSIVE sales impact,
phone H-R ... or Ben Hovel
in Madison.
^Jonu fl/o
CBS IN MADISON
WKOW/1070
Wisconsin's Most Powerful
Full-Time Station
loNI MOE, Exec. \ ice-Pres. & Gen. Mgr.
WKOW represented nationally by H-R
WKOW-TV represented by Young TV
i,'j/»T*r»i
Midconlim ni Broadt out
WKOW-AM and TV Madison • KELO-LAND
TV and RADIO Sioux Falls. S. D. • WLOL-
AM. FM Mpls-St. Paul • KSO Dcs Moines
g I ,»/. 16, No. 24 • 11 JUNE 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
Sponsor codes will be spiked
27 Top industr) executives express varied \ii»- to sponsor on the contro-
versia] "do and don't codes" "f major American broadcast advertisers
Why should Freberg dominate radio commercials?
30 Stan Freberg"s consistent winning of radio commercial awards raises some
sharp questions about the serious dearth of medium's creative talents
First quarter was a big one for tv
32 Spot and network billings marked new rises in first-quarter TvB report:
spot scored a 16.79'f gain with help from big spenders, networks up 11.6%
Is tape better for spots?
34 Tape commercials are a boon to advertisers who know their advantages,
says tape producer; speed and economy often make tape the best buy
Tv's new late-night shows
36 Jack Paar, Mike Wallace leave late-night tv scene to Steve Allen, Johnny
Carson and film competition; advertisers remain as the spot buys rise
Why Heinz hides cameras
38 Women filmed shopping in supermarkets provide low-cost testimonials for
tv commercials done with "hidden camera" technique for Heinz products
Yes, even license plates!
40 Chicago association finds sales ills are more than cured by big tv spot
remedies which increase license plate sales by 13.3% over three months
NEWS: Sponsor-Week 7, Sponsor-Scope 19, Spot-Scope 56, Washington
Week 55, Sponsor Hears 58, Sponsor-Week Wrap-Up 60, Tv and Radio
Newsmakers 68
DEPARTMENTS: Sponsor Backstage 14, 555/5th 24, Radio
Results 42, Timebuyer's Corner 43, Seller's Viewpoint 69, Sponsor Speaks 70,
Ten-Second Spots 70
Officers: Norman R. Glenn, president and publisher; Bernard Piatt, ex-
ecutive vice president; Elaine Couper Glenn, secretary-treasurer.
Editorial: editor, John E. McMillin; news editor, Ben Bodec; senior editor,
Jo Ranson; Chicago manager, Gwen Smart; assistant news editor, Heyward
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth S.
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor, Jack Ansell, colum-
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love;
editorial research, Mrs. Carole Ferster; special projects editor, David Wisely.
Advertising: general sales manager, Willard L. Dougherty; southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spongier; western
manager, George G. Dietrich, Jr.; northern manager, Ed Connor; production
manager. Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs.
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Syd
Guttman; secretary to the publisher, Charles Nash; George Becker, Michael
Crocco, Jo Ganci, Patricia L. Hercula, Mrs. Judith Lyons, Mrs. Manuela
Santalla, Irene Sulzbach; reader service, Mrs. Lenore Roland.
Member of Business Publications
Audit of Circulations Inc.
© 1962 SPONSOR Publications lac.
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation, and
Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40c. Printed U.S.A. Published weekly. Second
class postage paid at Baltimore, Md.
SPONSOR
11 JUNE 1962
RED CROSS
LOOKS
TO YOU
When you help,
Red Cross can help
TV SPOTS (+) RADIO SPOTS
LOWELL THOMAS speaks for the Red Cross as
he shows how the organization helps people in need
from Puerto Montt, Chile, to the edge of the Bamboo
Curtain. Zeroing in on still pictures gathered from
around the world, and with dramatic drum beats and
a musical score, he beats home the message "When
you help . . . Red Cross can help."
60-20-10 seconds
Also COLOR SLIDES, TELOPS, FLIP CARDS
with voice over copy
AMD— a recording with ID's for station breaks,
voice over credits,and crawls
Recorded appeals by^ PAT BOONE
^BING CROSBY
^BOB HOPE
-&THE FOUR LADS
^FRANCES LANGFORD
7&ART LINKLETTER
^TED MALONE
-&MITCH MILLER
^ROSALIND RUSSELL
PLUS A VARIETY OF SHORT IDs
all lengths from
05 to 60 seconds
TELEVISION FILM
EVERY PART OF TOWN
(\4l/2 minutes— 16mm— color or black and white— sound cleared for TV)
STARRING:
-ft PATTY CAVIN - NBC
3$* LEWIS
SHOLLENBERGER - ABC
4- SAM DONALDSON -CBS
<o£ Colorful Hurricane Carla is also the star of this news-
worthy account of how Red Cross volunteers took on the
momentous task of caring for the people involved in the
greatest human exodus in modern history. These scenes,
plus vivid demonstrations of mouth-to-mouth resuscitation,
highway first aid, nursing in disaster, and services to the
armed forces, dramatically show what Red Cross is doing
around the world and in "every part of town."
All these materials available from
YOUR LOCAL RED CROSS CHAPTER
THE AMERICAN NATIONAL RED CROSS
In New York, call MUrray Hill 9 1000
In Hollywood, call Hollywood 5-5262
THE ADVERTISING COUNCIL
New York
r Chicago
• THIS SPACE CONTRIBUTED AS A PUBLIC SERVICE*
SPONSOR
11 JUNE 1962
LOWER STANDS
LOWER STANDS
Seating capacity:
18,000,000.
That's a big stadium they play those
AFL football games in.
Every Sunday, come September, a
conservatively-estimated turnout of
15,000,000 fans will take their ABC-
TV seats (on the 50-yard line) and
follow the AFL's exciting brand of
football.
It's the AFL's 3rd spectacularly
successful season on ABC-TV.
If you're looking for reasons why
AFL football is such a good buy, look
at the football audience.
Football, according to a recent
Nielsen survey,* leads all major sports
in attracting the top of the market—
the younger, larger families with
higher incomes.
And AFL football, with its razzle-
dazzle, wide-open style of play that
is made to order for home screens,
delivers these responsive families in
concentrated strength.
Huddle with your ABC-TV sales
representative. Get the story on the
extended coverage, exceptional reach
and cost efficiency your sponsoring
dollar buys on a full 18-game sched-
ule, including the Big Championship
play-off.
It's quite a story.
'Source: Nielsen special analysis.
AMERICAN FOOTBALL LEAGUE...ON ABC-TV
SPONSOR
11 june 1962
11 June 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
B&B PROTECTION STAND
No. 2 spot agency warns it won't pay for tv spots
placed unknowingly without 15 minutes of protection
Benton & Bowles has fallen in be-
hind Ted Bates in a hold-the-line
effort on 15 minutes of product pro-
tection for tv commercials.
Last week Lee Rich, B&B senior
v.p. for media and tv programing,
said the agency, second largest in
the nation in spot placement,
wouldn't pay for spots that didn't
have 15 minutes of competitive sep-
aration.
Rich denied guaranteed separa-
tion would immediately become part
of station and network contracts but
the idea, he said, was being con-
sidered.
He insisted the agency was get-
ting the protection it wanted in
practice, but was concerned about
announcements from station groups,
WBC and Corinthian in particular,
that they would not be bound by 15
minute protection guarantees.
Rich said B&B would occasional-
ly buy without 15 minutes protec-
tion but wanted to be fully aware
of doing so. He compared the pro-
tection situation in tv to print and
outdoor, where protection is guar-
anteed and the agency doesn't pay
for advertising that gets less than
the contractual minimums.
The B&B stance has been cleared
with some of its major clients in-
cluding P&G, it is understood.
Network spokesmen are perplexed
by the whole furore. An NBC rep-
resentative, denying published re-
ports that NBC gives less protection
than the other networks, pointed out
it has been following present poli-
cies for two years without com-
plaints. In practice, all of the net-
works endeavor to give 15 minutes
protection.
The question has come up of
whether networks give stations am-
ple warning of spot schedules.
NBC, for instance, sends its affili-
ated stations its daytime commer-
cial schedule Wednesdays for the
following week and tentative night-
time schedules on the 15th of each
month for the following two months
with final schedules the day before.
CBS TV has plans for keeping af-
filiates more closely apprised of
product protection status.
SWEENEY SUCCESSOR
NOW BEING PICKED
Chicago:
Midwest broadcast circles were
abuzz last week with reports that a
successor to Kevin Sweeney as pres-
ident of RAB was about to be named
in a wide open race.
The four candidates in the run-
ning, according to reports, were Ollie
Treyz, now of Warner Bros., Steve
Labunski of WMCA, New York, Ralf
Brent of WRUL, New York, and Rob-
ert Hyland of KMOX, St. Louis.
It was learned that Joe Culligan
was not interested in the post.
The selection committee, consists
of Frank Fogarty of Meredith Broad-
casting, as chairman, Harold Krel-
stein of Plough, Weston C. Pullen of
Time-Life, and Kevin Sweeney.
Sweeney has been president of
RAB since 1954. He announced in
April that he would resign in Feb-
ruary, 1963. He had advised the
RAB board of directors of his inten-
tion to resign last summer. In April,
when his resignation was an-
nounced, it was expected that a suc-
cessor would be named by mid-
summer of this year.
NBC TV'S $13 MILLION
RECORD DAYTIME
NBC TV reported last week that it
wrote $13.7 million in daytime net-
work business in May, its greatest
daytime volume ever achieved in a
single month, topping the previous
high of $11.5 million booked in June
1961.
ABC's Pauley blasts
new NRI service
Last week Robert Pauley renewed
the ABC Radio network's contro-
versy with Nielsen.
He accused Nielsen of "short-
changing" the radio networks in its
modified NRI, which starts in July.
ABC is letting its subscription lapse.
The issue was out-of-home rating
coverage of auto and battery radios.
Nielsen initiated a new plan to com-
pute out-of-home as a "plus" in sets
in use based on in-home.
Said Pauley: "We want radios
measured, not homes. We want pro-
gram ratings, not sets-in-use."
(Continued on page 10, col. 2)
SPONSOR
11 june 1962
SPONSOR- WEEK/ lUunel962
masmammaammmmm
CBS RADIO REPORTS
$3 MIL IN MAY
The CBS Radio network reported
last week that it wrote $3 million in
business during the month of May.
Much of it, said network sales
v.p. George Arkedis, was new or re-
turn business, not just renewals. He
listed U. S. Steel, Sinclair Refining,
General Cigar, Valiant, and AT&T.
Other new business reported in
the month of May includes buys by
Knox Gelatine, Kayser-Roth Hosiery,
Onamia Corporation, Nestle, Gen-
eral Foods, General Motors, Grove
Laboratories, Standard Brands, and
American Motors.
Major renewals were made by
Mennen, Liggett & Myers, Warner-
Lambert, and General Motors.
Commercial, educational
stations to cooperate
Commercial and educational
broadcasters will cooperate with
each other through a formal organi-
zation for the first time. The Educa-
tional-Commercial Broadcaster Liai-
son Committee has been appointed
by NAB and the Joint Council on
Educational Broadcasting.
Co-chairman of the committee are
Rolland V. Tooke, WBC executive
v.p., and James Robertson, NETRC
v.p. for network affairs.
Mutual problems and interests
will be discussed by the committee.
A subcommittee has been formed
which will look into financial under-
writing which would provide recog-
nition without lapsing into commer-
cial sponsorship. Robertson and Lee
Ruwitch, executive v.p. of WTVJ,
Miami, compose this committee.
(Continued on page 60, col. 1)
Mickey Mouse sales
Buena Vista, in syndication with
Mickey Mouse Club re-runs, has
sales for fall starts in 30 to 35 mar-
kets as of last week.
The series was formerly seen on
ABC TV, and Walt Disney set up the
syndication division.
Fm penetration
study a first
Fm radio has an average
wcfkU penetration of two-
thirds, according to the first na-
tion-wide stud) of fm. complet-
ed recentl) by Pulse for the
Triangle stations.
In 27 metropolitan areas
studied, 42 3% of families use
fm service and 44% of them
listen during the average day.
The study was prepared in
November-December 1961 and
ua> released last week.
An fm family characteristics
study based on samples project-
able to national dimensions in-
dicated that 31.2% of families,
or 14.9 million had fm. com-
pared to 32.9 million who did
not.
Families with fm earn more,
spend more, own more, and ex-
pect to spend more than non-
fm families. They own 21%
more cars and have a 63%
higher expectation of buying a
new one in six months. They
own 30% more major house-
hold appliances. They spend 13
to 38% more on varying house-
hold items.
Landsman named president
of Channel 13, Rochester
Rochester, New York:
The board of directors of Channel
13 of Rochester, Inc. has named
Richard C. Landsman as president
and general manager.
Landsman has been active in
broadcasting and advertising for 20
years. For more than 10 years he
was a radio and tv representative
for the Edward Petry Company and
The Katz Agency. He has also been
assistant sales manager of WBAL-
TV, Baltimore, and in November of
last year he organized the Six Na-
tions Television Corporation to file
an application for channel 9 in
Syracuse, New York.
Most recently he was an account
executive with WNEW TV New York.
ABC RADIO TO REP
WESTERN NETWORK
The ABC Radio network will take
over exclusive sales representation
of its regional network, ABC Radio
West, effective immediately.
ABC Radio West was previously
represented by Avery-Knoedel.
Additional account executives will
be hired in New York, Los Angeles,
and Chicago, and will report to divi-
sional sales managers.
ABC Radio West now grosses $800,-
000 a year, compared to $200,000 a
year when the regional network was
first created.
Barborka to Young
as radio v.p.
Clifford J. Barborka, Jr., will join
Adam Young on 15 June as v.p. in
charge of radio.
Barborka was president of Better
Broadcast Bu-
reau and was
v.p. for crea-
tive and mar-
keting serv-
ices at the
close of a
nine year af-
filiation with
. , Dl . 0 C. J. Barborka, Jr.
John Blair &
Co., at which time he was identified
with the "Blair Plan."
At the same time Esther Rauch is
joining Adam Young as director of
radio research sales development.
She was formerly v.p. of BBB and a
promotion executive at John Blair.
Adam Young stated: "When the
fundamental changes based on Cliff
Barborka's revolutionary radio sell-
ing ideas are put into effect, Adam
Young Inc. will operate in a manner
basically different from that of any
other radio representative."
The difference, according to
Young, is that salesmen will offer
ideas designed to solve specific
problems of clients and potential
spot radio advertisers.
::
SPONSOR
11 JUNE 1962
-*
o those who live on air. .
In the last three decades advertisers and their agencies
have spent billions of dollars on air. A lot of people
lived on it. A lot of goods were moved.
To those who live on air SPONSOR serves a function
no other publication can match, for SPONSOR is
the most definitive study of air in the broadcast in-
dustry. It is the news of air — the plans of air— the
progress of air — the thoughts of air— the very life of
air — delivered to you every week — 52 weeks a year.
Most every man who's gotten anywhere in air reads
SPONSOR. The man who wants to get there faster
reads SPONSOR at home— because the very chem
istry of broadcasting— the factors that make it move
and earn its salt are just much too important for
light reading on a routing list.
If you live on air— read SPONSOR at home. Read
it on A time, B time or C time but make sure it's
free time at home. At the price of only $8 a year you
can have 52 issues of this most useful publication in
the field at your side— to see, study, tear out and file.
It's the best investment you'll ever make. Order your
home subscription today.
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
SPONSOR- WEEK/ lUunel962
COLGATE'S WEEKLY
L.A. MOVIE ON KTTV
Colgate-Palmolive will spend an
estimated $350,000 for a weekly Fri-
day night feature film in Los Angeles
on KTTV.
The buy may be the largest single
individual market transaction of any
advertiser since it involves two
hours, 8-10 p.m. Friday every week.
NC&K represented Colgate on nego-
tiations.
Program will be provided by the
station out of the MGM-TV post-1948
library of 60 features, which starts
on KTTV on 15 June. Neither Col-
gate's start date nor length of con-
tract was announced formally, but
it was believed it would begin 15
June for a year.
Colgate had a parallel arrange-
ment for two years on the station
starting in 1957.
Schaefer (BBDO) has a similar
sponsorship arrangement for feature
films on certain CBS stations, but
it's on pre-holiday nights, not weekly.
Edgar Kobak dies
Edgar Kobak, whose career
roamed a wide spectrum in advertis-
ing, sales and publishing, died last
week at 67 of a cerebral hemorrhage.
Kobak achieved the status of
elder statesman by a route that cov-
ered among other things NBC v.p. in
charge of sales, president of the
Blue Network, president of the Mu-
tual Network and president of the
Advertising Research Foundation.
In the agency field he was with
Lord & Thomas and for a while op-
erated one of his own. He spent 18
of his earlier working years with
McGraw-Hill, becoming one of its
biggest stockholders.
After retiring from staff work, Ko-
bak became a consultant, with Gen-
eral and P&G among his clients.
Lately he functioned in a similar
capacity with the George Power Co.,
where he started his career.
Pauley
(Continued from page 7, col. 3)
The upshot is that as of 1 July
ABC will have to make other ar-
rangements for network radio rat-
ings. Pauley also expected that
doubt would be cast on the ade-
quacy of Nielsen's network radio
measurements.
Pauley charged Nielsen with in-
consistency, noting one instance
where local NSIs for five stations
came to more than the national
NRI for 178 stations. He said that
Nielsen shortchanged the networks
and made radio rates lower than
what they should be. He gave one
example of a special trendex three
times the size of a comparable Niel-
sen.
Pauley criticized the Nielsen
method of making out-of-home au-
diences a "plus" added to the in-
home audience, noting that a pro-
gram popular with auto and battery
radios would lose audience credit
unless it had a high in-homes base
on which the "plus" was added.
He said Nielsen considered but
rejected an ABC suggestion that car
radio use be measured by a "spy"
set along the road, automatically
registering time, station, and num-
ber of vehicles listening to radio.
This is not the first time ABC Ra-
dio and Nielsen have reached a
break. A rupture lasting about 18
months existed in 1957-58.
A spokesman for Nielsen replied
that the three other networks were
satisfied with the new ratings pack-
age, and only ABC was not renewing
its subscription. Nielsen practice
was defended on the basis of what
was economically feasible. How-
ever, it was admitted that car and
battery radio use is rising in propor-
tion to home use. Out-of-home lis-
tening was estimated to be about
15-20% about four years ago but is
now almost 40% of total use. At
Nielsen it was admitted there was
no solution at hand to a growing
problem.
TV SPOT UP 16%
NET UP 11%-TVB
Spot tv billings rose 16.7% and net-
work tv billings rose 11.6% in the
first quarter of 1962, TvB reported
last week.
Spot reached $182.1 million dur-
ing the first quarter and network
climbed to $194.6 million during the
same period.
In spot, several products types
were up sharply. These included
sporting goods-bicycles-toys, build-
ing material, household paper prod-
ucts, and gasoline and lubricants.
During the quarter, $149.5 million
went into announcements, $19.1 mil-
lion into programs, and $13.5 million
into IDs. By time of day $56.6 mil-
lion was prime night, $44.9 million
was day, $42.5 million was early
evening, and $38.1 million was late
night.
Among advertisers with substan-
tial spot increases were Shell, Gulf,
Sinclair, Texaco, P&G, Helene Cur-
tis, Pet Milk, Peter Paul, and Gen-
eral Mills.
In network, ABC was up 5.9% to
$50.2 million, CBS was up 14.9% to
$74.8 million, and NBC was up 12.4%
to $69.6 million.
(For list of 100 leading spot adver-
tisers, plus other details, see story,
this issue, p. 32)
NBC, CBS schedule annual
promotion meetings
The time of year has arrived for
annual network promotion meetings
of network affiliates.
Promotion manager of NBC TV
affiliates will meet in New York 14-
15 June with subsequent meetings
17-18 June in New Orleans, 19-20
June in Chicago, and 21-22 June in
Los Angeles.
The CBS TV network's meetings
start 12 June in Boston and Pitts-
burgh, 14 June in Chicago and At-
lanta, 18 June in Omaha and New
Orleans, 20 June in Denver and Dal-
las, and 22 June in Seattle.
More SPONSOR-WEEK continued on page 60
To: Comrade Nikita
From: Boris1
Subject: Attached Clipping
Respectfully urge that you check with field be-
fore uttering more Iowa-type mctaphorniks. Saw
your "I think Dobrudja could become a Bul-
garian Iowa" quoted in capitalist press.
A "Bulgarian Iowa" my uncle's bunion! Sooner
you'll get to moon in seagreen Cadillac.2
Here's what project would involve:
1. Raising average gross income per farm until
it is 68% above the national average. (What
you'll have to do to get Bulgarian average up
to U.S. average I don't even mentalize.)
2. Producing 22% of the nation's hops, 19% of
its corn, 12% of its soy beans.
3. Accumulating 25% of the nation's Grade A
land.
4. Keeping Bulgars constantly hipnik on weath-
er, markets, and new products by means of
two radio stations like WMT and K-WMT
(not to mention one tv station like WMT-
TV because who's got receivers and besides,
this is a radio station advertisement).
Next time you're making pronouncements, call
me first.3
Collect. I've been converted to capitalism.
'Soviet agent for Eastern Iowa.
' Nikita baby, in WMTland they use Cadillacs to spread
fertilizer.
SU.S. citizens who need more information about Iowa
should call the Katz Agency, WMT's national repre-
sentatives.
m BOURNS ^"Xm; >•»»*"
* r^ disU
vara i? loV/a.
com^dVe^L^^at
c o'c\eaaiH6 l , farm-
SPONSOR
11 june 1962
11
A COSMONAUT MEETS AN ASTRONAUT A PERSONAGE MEETS THE PRESS/THE THUNDER OF D-DAY
THIS IS NBCI
One of a series of advertisements which reflects the balance, scope and diversity of NBC's program service.
1 UNCLE MILTIE/THE MULTI-TALENTED MR. POWELL/AND IT HAPPENS EVERY SPRING
LARGEST SINGLE SOURCE OF NEWS, INFORMATION AND ENTERTAINMENT IN THE FREE WORLD
PORTLAND
OREGON,..
IT'S
EYE-CATCHING
KOIN-TV
Women can get bored to death
when all they have to look forward
to every day is housework. KOIN
TV sees to it that women in Port-
land, and 34 Oregon and Wash
ington surrounding counties, have
something else to look forward to
... a really eyecatching array of
daytime programs. That's why. ac-
cording to Nielsen, daytime's a
good time to buy KOIN TV.
Channel 6, Portland, Oregon
One of America's great influence
st.ilions
(^ Represented Nationally by
HARRINGTON, RIGHTER &
PARSONS, INC.
Give (hem o call, won't you?
by Joe Csida
C". ::::::
"^
Radio proves a sound citizen
We have just wound up National Radio Month,
and I am delighted to see in what fine shape the
old girl finds herself. It wasn't too many years
ago when many broadcasters who should have
known better were preparing the lady for a
premature burial.
I liked the slogan the National Association of
Broadcasters dreamed up for the observance;
"Radio . . . The Sound Citizen" says it pretty well. All over the
industry, of course, shows and promotions tying into radio's big
month were conducted. I had the pleasure of getting involved per-
sonally in one of them. I served as a judge, along with Connie
Francis and John David Griffin, the New York Daily Mirror and
Hearst syndicated radio-tv columnist for radio station WNEW's
Dream House Contest.
All the way back to the days of Bernice Judis and Ira Herbert
this New York station has been admired for its bright operations,
no small element of which has always been well conceived and
executed promotions. And the Dream House Contest was an excel-
lent example. Listeners were asked to write on a postcard in 25
words or less their answers to the question "What radio means to
me.
The final selections
The contest drew 65,556 entries. A WNEW screening committee
narrowed these down to 25 finalists, and Wednesday, May 23rd,
Connie. John David and I assembled with WNEW station manager
Jack Van Buren Sullivan; program director Mark Olds; public
relations director, Frank Young at "21" to make the final selections.
It was remarkable to me how- effortlesslv and with what a total
absence of conflict Connie, John David and I decided on the winner
of the $17,000 Dream House complete with motor boat. The winner
was a lady named Rose G. Conroy of 376 Mt. Prospect Avenue.
Newark, New Jersey and she had written:
"To a mother of four, under five, radio is the Broadway musical
she can t afford and tomorrow's newspaper that she'll have no time
to read."
We also decided unanimously and with no prolonged debate on
the second prize winner (this award, incidentally, was a Webcor
stereo console phonograph and am/fm radio in a Danish modern
cabinet I which wa> won by a Mr. G. M. Doyle of 118 Perry Street
in New ^ oik Cil\. 1 don't have Mr. Doyle's winning entrj in front
of me, but I remember its message quite vividly. He said thai New
York was a lonel\ place for an immigrant.
"I have nineteen friends" said Mr. Doyle, '"and eighteen of them
are on radio.
i Please turn t<> page \() I
I I
SPONSOR
II JUNE l')f>2
TVs MIGHTIEST NEW CARTOON SERIES!
NOW IN PRODUCTION!
First group of the 130 exciting episodes are in ani-
mation— story boards on a dozen more are complete
— scripts for a score of episodes are ready — and
the word is: '"Hercules' is the BIG ONE for 1963!".
If you're looking fora major share of the children's
audience look at "The Mighty Hercules"— and
look before it's too late.
Ask to see the NEWEST EPISODES of the great-
est cartoon series of them all! Then ask yourself —
can you afford to pass up "The Mighty Hercules"?
MOE LEFF
©1961 ACT. INC.
Call or wire collect to: Richard Carlton,Vice President in Charge of Sales
TRANS-LUX TELEVISION CORP.
625 Madison Avenue, New York 22, New York • PLaza 1-3110
Chicago • Hollywood
"ENTERTAINMENT FOR MILLIONS-MILLIONS FOR ENTERTAINMENT"
We're doubly honored...
For the first time in the distinguished history of
the Sloan Awards, a single company's radio and television
stations have both won this award in the same year.
WGN-Radio for the 4th "To WGN-Radio for a continuous, year-around safety education
consecutive year. An campaign with special reference to Northwestern University
unsurpassed achievement! Reviewing Stand, Signal Ten and WGN Trafficopter Service."
16
SPONSOR • 11 JUNK L962
m
mmw&'wmw
* *
STATION WGN-TV CHICAGO, ILLINOIS
1961
"To WGN-TV for continuous, year-around safety
education programming with special reference to the
series 'The Other Guy' and 'Morality in Driving'."
WGN Radio and Television
better programming through dedicated community service— 2501 Bradley Place, Chicago 18, Illinois
sponsor • 11 JUNE 1962 17
THEY APPRECIATE THE QUALITY TOUCH??
Not yet, but behind the scenes parents guide viewing habits. Programming policy
that acknowledges the problems in influencing young minds earns adult respect.
It's the quality touch that builds important kid audiences, and adult confidence, too.
It's the quality touch that builds respect for
your product as well! A call to your Petryman
can put it to work for you. AT communications center Q
TELEVISION SERVICE OF THE DALLAS MORNING NEWS
Rfpmr*trii by htaqMl 4|C»_ Inc.) Tkt OnpmoJ Station Rrprtttntativt
SPONSOR • 11 JUNE 1962
WFAA-TV dallas
Interpretation and commentary
on most significant tv/radio
and marketing news of the week
SPONSOR -SCOPE
II JUNE 1962
Cooyrloht 1962
SPONSOR
PUBLICATIONS INO.
Agency managements with huge stakes in tv, judging from clues picked up here
and there by SPONSOR-SCOPE, seem to be in brooding mood over the medium.
In a nutshell, they're wondering what certain recent developments portend for patterns
of tv buying and how to put these events in the proper perspective for their clients. In
other words, the long range view to be taken.
Among the matters with regard to tv that loom large in their introspections are these:
1) The action taken by the FCC and the Department of Justice against CBS
TV's new incentive compensation plan. Where, they ask, will the next move against net-
working, as it now exists, come from? Would it he wise to hegin in the immediate future to
blueprint plans for a radical shift in the program clearance structure?
2) Mumbling heard among CBS TV affiliates that they will meet cutbacks in
compensation from the network by withholding pieces of nighttime which they'd
program on their own and sell as minute participations. The ensuing query: is there any
chance of this becoming a serious threat to network clearances, particularly in view of the ap-
parent harmony between the FCC and the Justice Department on network option time?
3) The agitation over product protection, thrown into sharp relief by the tiff
between Bates and the Westinghouse stations. Question : is the concept of product pro-
tection headed for complete erosion and will the networks and stations, should that occur,
compose a more realistic rate?
(For details of FCC's blocking of CBS TV's plan see 4 June sponsor, page 7.)
Sellers of spot tv needn't be surprised if the fall buying timetable of 1959 is
repeated this year.
What happened back there: spot was a tight sellers' market and many an account
scheduled their campaigns for an August start to make sure they didn't miss out on the
cream of the availability crop.
Generally speaking spot tv enjoyed the biggest spring ever and the indications are that
this strength will continue in ample supply through the summer.
For the top markets particularly such circumstances would dispose stations toward a
strict adherence to the 30-days-bef ore-starting-date rule.
Key reps are confident that the potent comeback experienced this spring by
national spot radio will continue through the summer.
It's been a most heartening surge for them after a slow beginning for the year.
Reps checked by SPONSOR-SCOPE last week told of stations in May chalking
up increases of from 30 to 50% over billings for the like month of 1960.
The reps suspect that some of the money is being diverted from budgets originally
earmarked for tv. Also those magazines that have elected to minimize summer issues.
Radio reps via the SRA have raised a point that has significant bearing on the
role of the rep in the economics of broadcasting.
The SRA has asked the NAB to recognize the importance of this role by appointing a
rep to the committee that will, in association with the FCC, study the question of
overpopulation of radio stations.
Notes the SRA: if this is basically an economic problem, who is more conversant with
the economics of the medium than reps?
SPONSOR • 11 JUNE 1962
19
!-
SPONSOR-SCOPE continued
About the stiffest battle for a fall piece of business now going on between the
tv networks concerns American Chicle out of Bates.
The price is about $5 million in nighttime minute participations covering the 1962-
63 season.
Spot tv has a stake in all this. American Chicle's allocation for the coming season's spot tv
campaign will in a large measure depend on what sort of a buy it can make on a network. If
the pickings aren't satisfactory, the entire budget could go spot.
If Newton Minow's looking for a hard nut to crack, he might get in on one
that's become the despair of tv stations that look to national or regional advertis-
ers for a bit of support in public service programing.
The frustration that stations keep encountering: advertisers indicate an interest in
sponsoring such fare as a one-time shot and then find out that the current film com-
mercial code would make this a mighty expensive project.
What the interested sponsor would like to use are a couple of commercials already
in stock, but the rate of repayment required under the union code makes it prohibitive.
In fact, the fees for the isolated uses could be more than the cost of the sponsorship itself.
Squibb (Donahue & Coe) will be back in the fall on the network hustings,
but this time it will split the budget between ABC TV and CBS TV instead of giv-
ing it all to the former.
The buys on both networks will be minute participations, in news on ABC TV and in
entertainment programs at CBS TV. Span is 20 weeks with a hiatus.
CBS TV has put a price tag of $800,000 on its November elections return
package.
Time span: from 7:30 p.m. EST to the wee hours of the morning.
If the network can't find any special buyers of the package it'll be parceled out among
the regular Tuesday night accounts.
Tv reps are casting that quizzical look with longing overtones in the direction
of Compton New York.
The cause of this preoccupation: the agency is a little off schedule in dishing out
P&G schedules for that client's new fiscal year.
The reps realize that it takes a little time to balance out the old budget by cancelling
here and adding there, but as a rule by the time 1 June rolls around the agency is en-
meshed in P&G spot buying under the new budget.
A curious paradox colors the current Michigan Avenue employment front:
some key openings which have just opened up in major rep firms are swamped with
eager applicants, but agencies are having a hard time filling media, particularly
broadcast, jobs.
Trade observers can't make out whether this imbalance of interest is due to the differ-
ence in money or admiration for the status and way of working life of the rep ac-
count executive.
The fact that it had a few holdover hits and could start its fall selling early has
turned out a bonanza for NBC TV in this respect: its station nighttime clearances
are far better than they were a year ago.
However, NBC TV is still getting some stiff competition from ABC TV on live clear-
ances during certain choice periods of the week, and, as often happens, an affiliate waits to
see what portion of a participation show is sold before confirming clearance.
20 SPONSOR • 11 JUNE 1962
SPONSOR-SCOPE continued
Looks like Ford Motor and Shell will repeat their sharing of Leonard Bern-
stein in specials during the 1962-63 season.
The Ford foursome will include a 90-minute musical drama with possibly a repeat.
For Shell it'll again be four Young Peoples concerts.
There's no telling at this point what the bill will be for either client, since much of it de-
pends on where the specials are scheduled — prime or B time.
All the radio networks have put their pitch in with Campbell Soup for the
$1 -million-plus the canner will be spending in that medium for 1962-63 and there
should be a decision at the end of this month.
The budget the past season was split between ABC and NBC. The two agencies in the
picture are BBDO and NL&B.
The slowdown of fall nighttime sales at two of the tv networks can be account-
ed for partially by the fact they've run into what has become at this time of the
year a staple bugaboo: the inability to fit with impunity certain types of accounts.
Among those finding themselves blocked out because of the prevailing groundrules of spon-
sor protections are cigarettes and drugs, the latter mostly of the cold remedy tribe.
A similar tightness also applies to daytime sales.
The annual dinner of the National Football League, out of New York, has been
offered to the tv networks as a special, with no strings tied, but it doesn't look as
though any of them will clear for it.
The date is 4 December. Usually among the speakers is a topflight entertainer, for
instance, Bob Hope, and figures in the newsprint spotlight.
A possibly interested sponsor: Ford.
Do you know the hour of the viewing week that's regarded as having the high-
est ratio in audience traffic turnover?
The period is between 6 and 7 p.m. EST Sunday, and the phenomenon may be at-
tributed to the American pattern of living.
It's anything but a fixed habit of viewing, but rather it's the time when they drift to
the set after a post-dinner nap, from working around the yard, or from errands or
visits.
Now that tv networking has embarked on its summer rerun and replacement
spell the annual ritual of taking final inventory of the program series that made it
or didn't make it during the latest season is in order.
In the matter of mortality the newcomer series set a new quotient high : only 13 of the
40 entrants surviving for the 1962-63 season, which sets the casualty ratio at 67.5%.
On the other hand, the holdovers from the 1960-61 season did pretty well.
Following is a three-season comparison of survivors vs. casualties:
1961-62
Total number of series 101
Total series dropped 49
Mortality rate for all series 48.5%
Total newcomer series 40
Total newcomers dropped 27
Mortality rate for new series 65.5%
SPONSOR • 11 JUNE 1962 21
►60-61
1959-60
114
119
48
49
42%
41%
50
47
31
29
62%
61%
SPONSOR-SCOPE continued
The controversy raging over product protection in the area of spot tv took an-
other disappointing turn last week for Bates when a second station gioup fol-
lowing the steps of WBC advised the agency it was limiting protection to 10 min-
utes.
Bates' media chief raised at the same time what he deemed a significant point at issue.
It was this: hy circumscribing or eliminating product protection what extra benefits would
stations be willing to accord advertisers?
Small said he had already received pledges to abide by the 15-minute protection rote
from 320 stations.
As a rule you can't tell which agency is the agency of record for a nighttime
tv network show in the General Foods empire without a scorecard.
Here are the GF program supervisory assignments for the fall:
Benton & Bowles: Danny Thomas, Andy Griffith, Gunsmoke, Bugs Bunny.
Young & Rubicam : I've Got a Secret, Lucille Ball, Jack Benny.
ARB has lately had quite a pickup of subscribers for its local tv ratings reports.
The agency newcomers to the list are Kenyon & Eckhardt, Doyle-Dane-Bernbach,
Kudner, Norman, Craig & Kummel and Mogul.
A possible contributing spur: the fact that the service will offer demographic audi-
ence data starting with the September reports.
Nielsen is still cogitating whether to adopt that wrinkle.
NBC TV admits that a number of its important affiliates have yet to be heard
from in regard to the network's move to cut their compensation by 10% for July
and August.
However, adds the network, the vast majority of its stations have acknowledged accept-
ance of the slash.
Notes the network also: even with the 10% cut the individual affiliates will get
more network revenue this summer than the summer of 1961. To put this assurance
in the right perspective, last year's was not a particularly gratifying billing summer for NBC.
Network tv (night and day) had more individual accounts this April than the
like month of the year before, according to respective first April NTI reports.
Of the six top categories the lone drop was in the confectionery and soft drinks field.
The comparison for the two periods:
1961
41
19
17
12
11
14
9
4
6
6
4
58
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 Spot Scope, page 56.
22 sponsor • 11 JUNE 1962
CATEGORY
1962
Food & food products
43
Toiletries & toilet goods
22
Drugs & remedies
19
Soaps, cleansers & polishers
13
Automotive, auto excessories, equipment
12
Confectionery & soft drinks
10
Smoking materials
8
Beer & wine
8
Insurance
8
Chemicals
6
Gasoline, lubricants, other fuel
5
Miscellaneous
64
SUMMER TV VIEWING IS DIFFERENT !
Summertime is an 'easy living' time for television viewers . . . more daylight
hours, more outside activity and vacations. But the viewers are there ... to
baseball games, to new summer programs, to specials, even to re-runs.
Audience size and reaction undergo some significant shifts. There are sec-
ondary effects too, on competitive programming and station shares ... all
varying from market to market. This is a time when broadcasters and adver-
tisers need fast and accurate audience information to uncover these new pat-
terns of TV viewing.
ARB's Overnight Coincidental Survey staff, well experienced in tracking
down elusive audiences, is on constant standby to handle just such jobs. For
example, they have devised a special 'baseball package' to help evaluate relative
strengths and weaknesses of a given line-up. But, whether it's a single half-hour
time period or a full week's hour-by-hour reporting of station shares, ARB's
Telephone Coincidental Department is
equipped and ready to provide the facts.
For complete details on pricing and de-
livery, call or write your nearest ARB office
today. Be sure to request a copy of the new
brochure ARB Overnight Surveys.
Preparing today for the television industry of tomorrow.
AMERICAN
RESEARCH
BUREAU
A R B
DIVISION OF C-E-l-R INC
For further information— Washington WE 5-2600 • New York JU 6-7733 • Chicago 467-5750 • Los Angeles RA 3-8536
sponsor • 11 JUNE 1962
23
It's enlightening to know
If printing became invisible from
reading, then the pages that held the
excellent, factual report of ""Radio's
Changing Sound" in SPONSOR (30
April. 7 Ma) I would now be blank!
The entire staff has read the article
and we are thinking of making re-
prints for the entire Hartford adver-
tising fraternit\ .
Why all the excitement from us?
It's simple — For the past sixteen
years WRY VI was WKNB! On March
12, we became WRYM ("Rhyme"
Radio, to rh\ me with our new sound
of good music I . On that date, we
told our audience that "we had had
it with rock 'n roll, record popular-
it) polls, idle chatter and frantic sta-
tion personalities." We are the only
station in the area to program un-
interrupted music with spots grouped
into a quarter hour.
Promotionalh , we have been very
active in all of the local newspapers,
one of the television stations, trans-
portation advertising, and, through
the use of models who carried the
word on the newest radio station in
Greater Hartford to the downtown
shopping sections and all through the
suburbs. (See photograph.)
So, you can see why we at WRYM
are interested in this two-part story.
It's enlightening to know what other
stations are doing when they reach
KFMB RADIO is your big voice in the better
part of Southern California. According to
Pulse and Nielsen KFMB delivers more adult
audience morning and evening than any
other station!
KFMB
RADIO
SAN DIEGO
In Television: WQR-TV Buffalo Represented by In Radio: KFMB & KFMB-FM San
(i<!-«««Yp.u, *Yc» in«l O.ego • WDAF & WOAF-FM Kansas
San Diego • KERO-TV Bakersf.eld \i*—y*'<"y<* -«y «
• WNEP.TV Scranton-Wilkes Blrri „^C *ZZ^.~SZZ~. City • WSR i WGR-FM Buffalo
SSe£?MC' 380 MADISON AVENUE • NEW YORK 17. NEW YORK
the same point that we did. And,
should there be some other broad-
caster about to make the same de-
cision, we wish them the best of
luck. It's hard work, but well worth
the change to good sound radio.
Michael E. Drechsler
station manager -operations
WRYM
Newington, Conn.
An excellent story
Your May 28 issue carried an excel-
lent story on Sol Polk's views of
color television ("Color Tv Makes
Local Hit").
Mr. Polk was so impressed with
the story and its handling that he
would like to circulate 2,000 copies
to all of his suppliers. He would un-
dertake to mail the reprint to each of
the companies and agencies with
whom he deals.
Donald Young
Donald Young Assoc.
Chicago
Portland, Maine or Oregon?
Thank you for your article on the
growth of fm in the Greater Port-
land. Ore., market (Sponsor-Week
Wrap-Up, 21 May, page 69). How-
ever, the call letters came out KPRM
instead of KPFM. Since about two
thirds of the population east of the
Mississippi thinks of Portland as be-
ing in Maine anyhow — instead of
the beautiful state of Oregon — per-
haps the incorrect call letters will
only add to the confusion.
Del Leeson
general manager
KPFM
Portland. Ore.
24
SPONSOR
11 june 1962
there really is an
ALEXANDER GRAHAM BULL.
and Radio WKBW, Buffalo, has him.
He's our own live baby Buffalo and he
will serve as a symbol of the vitality of
the city of Buffalo. Speaking of vitality,
WKBW has more bounce to the ounce
than any other station in the East. If you
want to sell Buffalo, you've got to buy
WKBW RADIO. ..the number one
I station in Buffalo.
WKBW RADIO BUFFALO
1520 / 50,000 WATTS
A CAPITAL CITIES STATION
*1* WKBW asked its listeners to name
• its Buffalo. Of the 6,543 responses,
the winning entry . . . Alexander Graham
Bull. . . came from a man in Cumberland,
Virginia. Thousands of listeners from
Maine to Virginia . . . and from Canada,
too, provide important fringe benefits for
our national advertisers.
OTHER CAPITAL CITIES STATIONS: WKBW-TV, Buffalo, N . Y. ; WPAT, N. Y. C. - (Patterson, N.J.); WPRO and
WPRO-TV, Providence, R.I.; WROW, Albany, N. Y.; WTEN-TV, Albany, N.Y.; WTVD-TV, Raleigh-Durham, N.C.
JOHN BLAIR & COMPANY
National Representative
/" WK
(9 THI
BW IS A MEMBER OF
E BLAIR GROUP PLAN
SPONSOR
11 june 1962
25
m
^i|i|jllV|Ji.ii>iiliHVIilHHF">iaB
WKZO-TV MARKET
COVERAGE AREA • NCS '61
MICH.
BUT... WKZO-TV Will Help You "Pedal"
Throughout Kalamazoo - Grand Rapids
And Greater Western Michigan!
Daily, nightly, weekly — WKZO-TV reaches more homes
than any other Michigan station outside Detroit.
The facts are in NCS '61. WKZO-TV has weekly circu-
lation in 456,320 homes in 30 Western Michigan and
Northern Indiana counties. SRDS credits this prosperous
area with retail sales of over two and one-half billion
dollars annually ($2,537,725,000, to be exact).
There's plenty of free-wheeling buying in Kalamazoo-
Grand Rapids and Greater Western Michigan!
And if you want all the rest of outstate Michigan worth
having.add WWTV, Cadillac/ WW UP-TV, Sault Ste. Marie
to your WKZO-TV schedule.
:fc The Orilen bicycle, a ten-seater, was built in 1898 in Waltham, Mass.
3/i4> ,$e(ge) fflafaiH*
WKZ0 KAUMAZ00-BATTLE CREEK
WJEF GRAND RAPIDS
WJEF-FM GRAND RAPIDS-KALAMAZ00
WWTV FM CADILLAC
TELEVISION
WKZO-TV GRAND RAPI0S-KALAMAZOO
WWTV/ CADILLAC-TRAVERSE CITY
/WWUP-TV SAULT STE. MARIE
KOLN-TV/ LINCOLN, NEBRASKA
/KGIN-TV GRAND ISLAND, NEB.
WKZ0TV
100,000 WATTS • CHANNEL 3 • 1000' TOWER
Studios in Both Kalamazoo and Grand Rapids
For Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representative!
20
SPONSOR
11 .iune 1962
SPONSOR
11 JUNE 1962
Broadcast program men predict—
SPONSOR CODES
WILL BE SPIKED
l\nowledgeable figures in the broadcast industry say sponsor codes
are beginning to be spiked and that in the foreseeable future there's
apt to be less and less client interference with program content.
sponsor last week spoke with experts in the field and they were, as
one put it, "unabashedly optimistic" regarding the waning influence
of sponsor control in programing. Ultimately, they predicted, broad-
casters would resume their rightful place as sole custodians of what
should and should not be seen on the 21-inch screen. Broadcasters and
agency men, too, felt that it was no longer a case of "the bland lead-
ing the bland."
What were some of the signposts that led industry folk to believe
that more mature, thought-provoking, less-inhibiting, less hum-drum
program matter would be seen in the near future? For one, they cited
the recent CBS TV abortion program, "The Benefactor," which was
presented in The Defenders series with Speidel as sponsor, after a
THEY dislike sponsor codes. (From top) Dr. Everett Parker, dir. of communications,
United Church of Christ; Dr. Max Geller, pres., Weiss & Geller; Ed Morgan, ABC
Dumber of other advertisers had hur-
riedlv bowed out. Nobody bombed
the Speidel plant after the broadcast,
it was pointed out, and the client was
seriousl) thinking <>f appearing as a
regular sponsor of "The Defenders"
next season.
Point 2: Industry figures, includ-
ing Stockton Helffrich, manager of
the New ^ ork Code Office of The
Code Authority, NAB, read scripts
slated for the '62-'63 season and
were impressed with the quality of
writing and mature handling of sub-
ject matter. While not all of it glit-
ters with intellectual acumen, much
of it. however, is definitely not
"chewing gum for the eyes." as the
late Frank Llo)d Wright once de-
scribed telex ision.
Meatier material, much of it with
a frank approach and w ith depth of
character analysis is on tap for the
new season, according to Ross Don-
aldson, director, creative services.
NBC TV. "There is a perceptible
breaking down of barriers on the
part of sponsors," Donaldson ob-
served. "Sponsors are going in for
hard-hitting themes. Donaldson also
thought tv was getting a better brand
of writer and that audiences were
becoming more sophisticated and,
consequently, demanding finer ma-
terial.
It was at the FCC hearings in
Foley Square last fall that sponsors
first spelled out their "do's and
don'ts," their "editorial policies,"
their "guides to good taste." Among
the advertisers who testified were
Procter & Camble, General Motors,
Chrysler. Prudential Life, Arm-
strong Cork. Lever Bros.. General
Mills, American Tobacco, Brown &
Williamson and du Pont, to mention
a few.
Today, mam broadcast individ-
uals are saying that FCC Chairman
Newton Minow's arrival on the scene
ARE SPONSOR CODES BAD?
"So long as the threat of sponsor interfer-
ence with programs exists anywhere, a
very real threat to honest news reporting
exists everywhere."
BILL SHAOEL, ABC newsman
"A client who tries to rule program eon-
tent is working in his own worst interest.
It is like telling Danny Kaye what jokes to
say or Pablo Casals what music to play,"
QUINCY HOWE, ABC commentator
"The key to any effective code is in its de-
gree of reasonableness. Certainly an ex-
aggerated list of do's and don'ts is bound
to have an inhibiting influence on creative
programing."
LESLIE L. DUNIER, v.p. in charge of
radio/tv, Mogul Williams & Saylor
is also responsible for an uplifting
of program standards and for a dis-
play of more editorial courage on
the part of numerous broadcasters.
Said one broadcaster: "We'd be very
sorry, if Minow didn't come around."
"My own feelings after three dec-
ades in the broadcasting business are
unabashedly optimistic," Hellfrich
told sponsor. "I have no patience
at all with that segment of the cul-
tural elite that downs its nose to-
wards the developing popular cul-
ture largely because it whittles away
at their snobbish exclusivity. I am
tired of those who deplore the more
obvious of tv's built-in contradic-
tions as justification for their claim
that one cannot beat the system and
'the masses' won't support anything
but the status quo. Popular response
to that 28 April Defenders script
more than suggests progress where
audience tolerances towards serious
controversial matter in popular for-
mats pertain. Both professionally
and personally, as a broadcaster and
as a reasonably mature adult and
parent, I feel broadcasts in this
genre on all networks comprise sure
proof of tv's potential."
Clearly, the situation resulting
from the broadcast of "The Benefac-
tor" has given many hesitant broad-
casters courage to tackle subject mat-
ter above and beyond the inoffen-
sive. The auspices are indeed dan-
dy, thev think, for richer, more
meaningful drama.
It is programing such as seen on
The Defenders that will do much to
cut down on the "mesmoronizing"
fa Pat Weaver word) of the Ameri-
can viewer, according to serious stu-
dents of broadcasting. They cite the
encouraging response from those
who viewed the "controversial" pro-
gram. As of last week. CBS in New
York received about 996 favorable
telephone calls from viewers and
some 132 unfavorable calls. On
Saturday night. 28 April, after the
broadcast. 85$ of the calls to New
York and to Chicago. Philadelphia.
St. Louis and Los Angeles were fa-
vorable. The only difference was in
St. Louis, where one-third of the
calls were favorable and about two-
thirds unfavorable."
As of last week, audience mail on
SPONSOR
11 JUNE 1%2
STATION rep and agency executive maintain advertiser codes constrict creative processes.
Ollie Blackwell (I), dir., audience dev., Katz Agency; Dan Whitney, v.p., Riedl & Freede
significant thought trends of our
time and to devise means of expos-
ing them fairly, understandably and
persuasively to its tremendous audi-
ence." Swezey said it would take
courage "to ignore the shibboleths,
the bigotry, 'false sensibilities and
prudishness which have so often
muted or stilled the voice of truth."
There is an abundance of evidence
that most radio/tv commentators, in
many instances former newspaper-
men accustomed to correcting indig-
nities, look upon sponsor codes as a
decidely untidy and immoral affair.
Many commentators in broadcast
row waxed indignantly on the sub-
ject. ABC newsman Bill Shadel
pointed to dangers suggested by the
"The Benefactor" was just about a
two-to-one favorable versus unfavor-
able. An examination of the col-
umns of some 46 tv critics from
newspapers across the nation, showed
33 were favorable, 11 unfavorable
and two mixed. As of 28 May, some
88 affiliate stations had indicated
2,104 items received by them (calls
and mail) were considered favor-
able, and 314 items (calls and mail)
were described as unfavorable. Thir-
ty of the stations did not keep count
but reported an average of eight-to-
one favorable to the broadcast. Also,
Herbert Brodkin, the producer, re-
ceived some 840 letters praising the
show and some 144 criticizing it.
With the advent of more partici-
pating programs, the extent of spon-
sor involvement in program content
grows less and less — and this is re-
garded as a plus rather than a de-
merit among some agency and broad-
cast executives. Av Weston. CBS
news producer-director for Europe,
told sponsor that overseas broad-
casters have set up techniques which
protect them from sponsor abuses.
In England, for example, on ITV,
the advertiser has no say on schedul-
ing his spots and so the question of
his controlling program content nev-
er arises, Weston pointed out. "De-
termination of what constitutes good
taste rests with the broadcasters
alone," Weston said. "They are en-
tirely without obligation to consider
the injunctions of sponsors who
MEATIER material is on horizon, say code authority manager and net official. Stockton Helff-
rich (I), mgr., N. Y., Code Authority, NAB; Ross Donaldson, dir., creative services, NBC TV
would undoubtedly furnish a list of
instructions comparable to that
which many stateside procedures
must live with."
More and more, leaders in the in-
dustry are urging broadcasters and
advertisers to heed the advice "live
dangerously and you live right" (a
Goethe quotation). Urging them to
avoid mediocrity, Robert D. Swezey,
director of code authority, NAB, said
recently: "It must not content itself
with being a competent salesman and
purveyor of news and casual enter-
tainment. It must continue, and in
increasing measure, to come to grips
with the vital economic issues and
extension of the practice to news
broadcasts: "Fortunately, news pro-
grams have been largely exempted
from this sort of copy control all
through the history of electronic
journalism," Shadel told SPONSOR.
"The subject matter of news reports
would be just as suitable for judi-
cious editing as any dramatic script,
but with one major difference. The
result would be much more signifi-
cant than interference with a half-
hour of tv entertainment. It would
mean the start of erosion of our
time-honored freedom to issue un-
biased bulletins of the day's news
I Please turn to page 46)
SPONSOR
Huune 1962
29
RADIO COMMERCIALS
WHY SHOULD
DOMINATE?
^
TAKING the $1,000 first prize in RAB competition for his Meadow Gold commercials, Stan Freberg unwittingly unleashes a 'Stop Freberg' appeal
^ One writer's winning of most major radio commercial awards causes RAB,
others, to question agencies' fairness in approach to the medium's creative potential
I o its announcement last month
of cash awards for creative excel-
lence in commercials first heard on
radio during 1961, the Radio Adver-
tising Bureau penned an unusual
footnote. \\ itli Stan Freberg copping
a $1,000 Inst prize in the nationwide
competition (for Meadow Gold
<lair\ products, through Hill. Rog-
ri-. Mason \ Scott. Inc.. Chicago),
I! \l>"- vice president for administra-
tion. Miles David, said:
"Stan Freherg's Meadow Gold
commercials are great and we're
happ) a commercial series this good
won. Hut we hope next year's com-
petition will develop into a 'Stop
Freberg movement among other cre-
ators of commercials. The fact that
Freberg win- commercial competi-
tions so consistently is a tribute to
his creativity. It also indicates there
aren't enough great creative commer-
cial writers working in radio."
This revealing appraisal points up
a situation of increasing concern to
main radio leaders. The David
statement, they say. is both succinct
and timely, and not without consid-
erable evidence to back it up. Among
the composite observations of those
with whom sponsor spoke last week:
1. A radio writing assignment, in
main agencies, is considered a "one-
wax ticket to Nowheresville." Lack
of glamor (as compared with televi-
sion), fear of "no career advance-
ment."" and general apathy toward
radio itself are the most frequently
cited problems.
2. A tendency not to gamble on
new people, new talents — or, as one
jingle producer put it. "a closed cor-
poration'1 — seems to underlie the
philosophies of a number of agency
cop) departments.
3. There has developed in some
agencies a "sort of ultra-sophistica-
tion" on the part of many creative
people — "a tendency," as David sees
it. "not to expose themselves to me-
dia outside of business hours, thus
cutting themselves off from the main-
stream. In this way, the very ver-
satilitv of radio escapes them, and
although this situation is far from
universal, it is — unfortunately — sub-
stantial enough to cause serious con-
cern."
Agenc\ reaction to these charges
:w
SPONSOR f 11 JINK 1%2
varies, sponsor queried a number
of agency copy chiefs, and while
some felt that singling out radio as a
creative stepchild was both prejudi-
cial and exaggerated ("There aren't
enough good creative people doing
anything in advertising, not just ra-
dio," said one), the majority were
notably "without comment." Most
did agree, however, that the RAB
awards are an important and positive
step toward stimulating more interest
in radio commercials among adver-
tising's creative people.
The awards — made on the basis of
"originality, creative approach and
imagination in the use of radio tech-
niques"— are believed to be the larg-
est ever given in an advertising cre-
ative competition. Selected from
more than 300 new commercials sub-
mitted by agencies, advertisers and,
jingle producers ("And the word
'great' aside, there were dozens of
entries so good that it took listening
over and over again to make the
final choices," says David), the win-
ning commercials, in addition to
Meadow Gold, were Gibbs beans
and Schaefer beer, netting their cre-
ators $500 and $250 respectively.
Freberg's Meadow Gold commer-
cials, produced by Freberg, Ltd., for
the Beatrice Food Co. of Chicago,
parent company of the dairy prod-
ucts, were aired in a 12-month cam-
paign in 87 markets. Designed chief-
ly to sell dairy products "with fun.
humor, and familiar music situa-
tions," the one-minute spots used
bases ranging from "My Fair Lady"
and "The King and I" to Gilbert
and Sullivan and Tennessee Wil-
liams. "They reflect," says David,
"both the growing sophistication of
radio commercials and the potential
possible for radio creators in parody
and satire."
Second prize was taken by Ed-
ward A. Trahan, vice president, ra-
dio and tv, W. B. Doner & Co., Balti-
more, and Ralph W. Cummings,
Cummings Productions, Inc., New
York, for their Gibbs pork and
beans radio jingle. Sung by Geor-
gia Gibbs, it was cited for "bright
lyrics and a bouncy, catchy tune,
sung by someone whose name and
warm southern singing style made
her a logical choice." Gibbs pork
piiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
| Prize Meadow Gold spots based on j
'My Fair Lady/ 'King and I' themes
She:
HE:
She
HE
She
HE
She
HE
She
HE
She
HE
Together
She:
HE:
Together
HE:
She:
HE:
She:
(cockney) Ow, I can't do it, Mr. 'awkins. I'll drink me
milk, but I can't say the jingle.
You ungrateful little wretch, you can if you try. Meadow
Gold. Meadow Gold.
Meadow Gold.
Milk
Milk
Quickly now, it takes
It tykes
It takes
(singing) It takes a very dedicated dairy
To produce the finest milk found anywhere
Spiendid!
It's a special milk you may be sure
So' good it's almost too much to endure
And the reason it's so creamy and so pure
Is the folks at Gold Meadow
The folks at Meadow Gold
The folks at Meadow Gold care.
She sang it. By jove, she sang it!
(in perfect English) Not only that, but I drank all my
Meadow Gold milk with these six vitamins in it, too.
Good for you.
(reverting to cockney) Ow, I know it is, ducks.
Her: Well, it's been wonderful getting to know you kids. Now
before the bald-headed guy gets here, I want to teach 1
you a brand new song about a wonderful milk I've dis-
covered here in Siam. Can you say Meadow Gold Milk?
Chorus: Uuh-uuh.
(kids)
Her: Now, cut that out. ... It has six vitamins in it and, 1
(fanfare) furthermore . . .
King: What has six vitamins in it?
Her: O, hello your majesty. Meadow Gold— it's fresh-tasting
and full of energy, too. jj
King: But will it grow hair?
Her: Well, you never know Here we go, kids!
Her: It takes a very . .
Chorus: It takes a very dedicated dairy to produce the finest milk
found anywhere. It's a very special milk you may be
sure; so good it's almost too much to endure. And the
reason it's so creamy and so pure is that the people up
at Meadow Gold care.
King: I didn't know you could buy Meadow Gold Milk in Siam.
Her: You can't, we have it flown in from Malaya.
SPONSOR
11 june 1962
31
and beans, a product of Coastal
Foods Co., has distribution from
Baltimore south into the Carolinas.
The award-winning lyrics are:
This is Georgia Gibbs.
I want to tell a Utile story of a
ri^lit kind of bean.
In the sauciest sauce I ve ever seen.
Take the pick of the pork.
Here's what it means,
) ou've got Georgia's favorite pork
anil beans.
) ou've got Gibbs — tastes Wee
homemade,
Gibbs pork and beans.
You're got G-1-double-B-S,
Yes, Gibbs pork and beans.
So firm on the outside, tender on
the inside,
That's the beans I mean,
Tastes like homemade — Gibbs pork
and beans.
Third prize was shared by four
BBDO executives — Tom Anderson,
head of radio production: Jim Jor-
dan, vice president and creative su-
pervisor; Joe Hornsby, tv and radio
music director; and Ted German, tv
and radio jingle writer, for their
marching song commercial for the
F. & M. Schaefer Brewing Co. This
commercial, on the air since Decem-
ber 1961, and aired from 400 to 600
times weekly in some 22 markets,
was created and produced expressly
for radio, although it has since be-
come almost a staple on eastern tele-
vision. It was also created, says An-
derson, to "capture the small per-
centage of people who consume the
highest percentage of beer — primar-
ily a male target."
The words are:
Schaefer is the one beer to have,
When you're having more than
one.
Schaefer pleasure doesn't fade,
Even when your thirst is done.
The most rewarding flavor in this
man's ivorld,
For people who are having fun:
Schaefer is the one beer to have,
When you're having more than
one.
Worth noting, says one observer,
is the fact that Meadow Gold, Gibbs
and Schaefer are all regional prod-
in its, that no product with national
distribution took top honors for new
(Please turn to page 48)
[ FIRST QUARTER WAS
A BIG ONE FOR TV
^ Spot tv billings scored a 16.7% edge over 1961;
big spenders loosened up budgets in 1st quarter rise
^ Networks share the fortune with billings up 11.6%;
spot hit $182 million and network reached $194 million
^^pot tv figures out today (11
June) from Television Bureau of Ad-
vertising put plenty of substance be-
hind the expectation that the first
quarter 1962 was a big one.
Gross time billings jumped 16.7%
above those for the same, but slower,
period last year. Total for the quar-
ter hit $182,098,000, according to the
TvB report of figures compiled by N.
C. Borabaugh & Co. Billings for the
equivalent period in 1961 totaled
SI 5 1,328.000.
At the same time, TvB-released fig-
ures show that network television
gross time billings were up 11.6% in
the first quarter. The combined gross
billings of the three tv networks
reached $194,594,333, slightly more
than $20 million above the compar-
able 1961 total, $174,436,398. CBS
TV led the rise with a 14.9% increase
above last year. NBC TV billings
were up 12.4% and ABC TV rose
5.9%. Network figures were compiled
for TvB by Leading National Adver-
tisers-Broadcast Advertiser Beports.
Spot tv's first-quarter health was
backed by bigger outlays from blue-
chip advertisers than in 1961's first
period, with a ruffle of activity from
newer tv users helping to force bill-
ings up.
Among the big spenders who in-
creased expenditures, the biggest,
Procter & Gamble, went from $12,167,-
300 a year ago to $16,528,700 in the
recent first quarter. General Mills
upped its spending from $533,000 to
$1,911,500. while Helene Curtis In-
dustries jumped from $133,300 to
11,188,700.
Major oil companies added to their
spot investments during the first quar-
ter. Shell Oil emerged the largest ad-
vertiser in this group with gross time
billings in the first quarter of $1,214,-
000. In the same quarter last year,
Shell billings were a mere $11,300.
Three other petroleum companies
also added substantial^ to their spot
tv use during the first quarter. Gulf
Oil spending rose from $73,700 to
$970,900, Sinclair Befining went up
from $11,000 to $549,400, and Tex-
aco increased from $3,400 to $467,-
000.
Other important gains were shown
by: Campbell Soup, from $914,100 to
$1,906,800; Gillette, from $570,500
to $2,006,000; Jos. Schlitz Brewing,
from $567,700 to $1,142,100.
Two advertisers which allocated no
money to spot in the first quarter
1961 spent more than a half-million
this year. They were Menley & James
Labs, $954,200. and the Florida
Citrus Commission, $505,800.
Sporting goods, bicycles, toys con-
tinued this quarter as a steady gainer
among the product categories. Spend-
ing from this classification rose 141 ' <
over last year, from $734,000 to $1,-
767.000. Building materials spend-
ing was up 108r; from $240,000 to
$498,000; household paper products,
up 85% from $11,035,000 to $15.-
748.000; and gasoline and lubricants,
up 66% from $4,066,000 to $6,731,-
000.
Other categories showing wide in-
creases over last year were: confec-
tions and soft drinks, from $9,191,000
to $12,597,000 (up 37 r; ) : cosmetics
and toiletries, from $12,222,000 to
$16,932,000 I up 39%); household
laundrv products, from $11,035,000
to $15,718,000 (up 43%); and pet
32
SPONSOR
11 JUNE 1962
products, from $1,860,000 to $3,028,-
000 (up 63%).
In spot tv spending by time of day,
prime night took 31.1% of the total,
or $56,615,000; daytime received
$44,850,000 in billings (24.6%);
early evening captured $42,542,000
(23.4% ) , and late night, $38,091,000
(20.9%).
Contrary to the expected continua-
tion of a trend that showed fringe
time periods getting a larger share, a
comparison of 1960 and 1961 first
quarters reveals that early evening
was the only period with a significant
gain, from 18.1% to 23.4%. Late
night remained steady rising 0.1% to
20.9 r/( . Daytime took a dive from
30.2% to 24.6%, while prime night
edged up 0.2% from 30.9%.
Breakdown of spending for type of
activity went like this: announce-
ments, $149,519,000 (82.1% of the
total); I.D.'s, $13,501,000 (7.4%),
and programs, $19,078,000 (10.5%).
First-quarter network billings, com-
paring 1961 and 1962, were up for all
three television networks. ABC TV
rose 5.9%, from $47,414,630 last
year to $50,194,007 this year. CBS
TV was up 14.9%, from $65,086,016
to $74,781,996. NBC TV hiked its
billings 12.4%, from $61,935,732 to
$69,618,330.
All three networks showed a similar
curve in billings during the first three
months. Each registered a drop in
February from January figures, and
each gained enough in billings during
March to top January totals. Totals
for the networks by month were: Jan-
uary, $65,780,759; February, $61,-
242,551; March, $67,571,023.
Daytime billings for the first quar-
ter showed a larger increase than
nighttime as compared with 1961.
Daytime was up 15.1% from $54,-
290,891 in 1961 to $62,469,633 in
1962.
Nighttime billings rose 10%, from
$120,145,507 last year to $132,124,-
700 this year.
Weekday spending showed a strong
gain, up 16.4% over last year's first
quarter, from $44,272,970 to $51,-
528,715. Weekend expenditures were
up 9.2%, from $10,017,921 to $10,-
940,918. ^
Top 100 in spot tv, 1st quarter 1962
1.
Procter & Gamble $16,528,800
2.
Lever Brothers
6,599,300
3.
Colgate Palmolive
5,244,200
4.
General Foods
4,762,800
5.
Bristol Myers
3,324,600
6.
William Wrigley
3,282,100
7.
P. Lorillard
3,069,800
8.
Coca Cola Co. /bottlers
2,975,500
9.
Standard Brands
2,807,700
10.
American Home Prod.
2,491,200
11.
Miles Laboratories
2,295,100
12.
Warner-Lambert
2,257,800
13.
Continental Baking
2,114,500
14.
Philip Morris
2,080,200
15.
Corn Products
2,054,500
16.
Gillette
2,006,900
17.
Alberto-Culver
1,998,400
18.
Liggett & Myers
1,940,700
19.
General Mills
1,911,500
20.
Campbell Soup
1,906,800
21.
Richardson-Merrell
1,808,600
22.
Kellogg
1,722,200
23.
Avon Products
1,700,900
24.
J. A. Folger
1,624,300
25.
Pepsi Cola Co./bottlers 1,339,600
26.
Food Manufacturers
1,323,100
27.
Nestle
1,224,700
28.
Shell Oil
1,214,000
29.
Helene Curtis Indus.
1,188,700
30.
Scott Paper
1,174,700
31.
Schlitz Brewing
1,142,100
32.
Anheuser-Busch
1,111,900
33.
International latex
1,111,200
34.
Carnation
1,061,600
35.
Gen. Motors (dealers)
1,039,900
36.
Carter Products
976,400
37.
Gulf Oil
970,900
38.
Menley & James
954,200
39.
Canadian Breweries
944,900
40.
Pet Milk
941,700
41.
Ford Motor (dealers)
915,300
42.
Pabst Brewing
915,200
43.
Ralston-Purina
857,400
44.
A&P
852,900
45.
Peter Paul
839,800
46.
American Chicle
814,600
47.
General Electric
767,300
48.
Simoniz
755,800
49.
Helena Rubinstein
750,800
50. Andrew Jergens
Source: TvB-Rorabaugh
740J00
51. Falstaff Brewing
735,500
52. Wander
723,800
53. Van Camp Sea Food 721,900
54. Chesebrough-Ponds 711,000
55. U. S. Borax &~Chem. 695,300
56. Humble Oil & Refining 678,800
57. Sterling Drug 656,700
58. Johnson & Johnson 655,600
59. Chrysler (dealers)
60. National Dairy Prod.
638,800
622,400
61. R. J. Reynolds
615,900
62. Hills Bros. Coffee
614,400
63. Norwich Pharmacal 597,400
64. Plough
582,700
65. J- Nelson Prewitt 578,500
"66. SchaefeTBrewing 570,800
67. Sinclair Refining
549,400
68. Lanolin Plus
548,800
69. Pillsbury
545,600
70. United Vintners
536,900
71. Pharmacraft
535,300
72. American Bakeries 531,800
73. Phillips Petroleum 529,900
74. Chock-Full 0' Nuts 522,300
75. Florida Citrus Comm. 505,800
76. Kayser-Roth Hosiery 496,700
77. Lestoil Products
494,300
78. Pacific Tel. & Tel.
486,800
79. Hudson Pulp & Paper 479,800
80. Welch Grape Juice 478,400
81. American Oil
475,800
82. Green Giant
469,100
83. Texaco
84. Greyhound
467,000
461,600
85. Sardeau
459,400
86. Coffee Growers of Col. 458,000
87. Ward Baking
445,400
88. Beech-Nut Life Savers 433,200
89. La Lanne
421,600
90. Swift
416,600
91. Maybelline
401,400
92. Safeway Stores
400,600
93. M. J. B.
394,700
94. Aerosol
386,600
95. Amer. Motors (dealers) 385,100
96. John Morrell
382,400
97. New Eng. Confectionery 374,200
98. S. C. Johnson
373,200
99. National Biscuit 371,800
100. E. & J. Gallo Winery 370,900
SPONSOR
11 june 1962
33
IS TAPE BETTER FOR SPOTS?
^ Tape commercials are a boon to advertisers who know their advantages, says tape
producer. Flexibility, speed, and economy can often make tape sponsors' best buy
By JOHN B. LANIGAN
i ice president, I ideotape Productions
r\ few weeks ago I was talking
with the tv production head of a ma-
jor agency. He complained that he
didn't see enough "interesting and
commercials were ready?
Our production people huddled
with the agency all that day. At first
the agency group roughed out very
simple commercials. Then Chuck
rlolden, our production chief, and a
tape special effects wizard of the first
OGLING a lump of orbiting dough in the air, Pat Carroll appears in spot for Occident Flour
that won first prize for "Best Commercial budgeted under $2,000" at TV Commercials Festival
imaginative" commercials on tape.
"Most of them," lie said, "'seem pret-
tv much like better-written, better-
produced, better-performed 'live'
commercials."
One week later we got a frantic
call from tliis same agency. Produc-
tion and lab delays on a group of
film commercials already in the
works would mean missing important
air dates in ten markets. The account
was in jeopard). Could we do some
hurry-up simplified tape commercials
t" make do temporarily until tbe film
rank, kept asking the writers and art
directors what they'd really like to
do if they weren't working against
the supposed "limitations'" of tape.
Again and again Chuck's answer was
the same — "Sure, we can do that."
That night we went on camera and
turned out an outstanding commer-
cial. It was "interesting and im-
aginative.'' and they also had the pic-
ture-sell impact that only tape can
offer. Agency and client were de-
lighted.
This story demonstrates not only
the great flexibility and creativity of
todav s video tape technique, but per-
haps more importantly, demonstrates
a lack of understanding of how video
tape can and should be used. Cer-
tainly, a great asset has been, and
always will be, that the video tape
recording process has a speed advan-
tage over film.
But this exclusive advantage should
only be used when absolutely neces-
sary in deadline situations. Certain-
l\. video tape can turn out a quan-
tity of simple, live tv-type commer-
cials with great speed and real econ-
omies. But video tape should only be
used in this fashion when the crea-
tive concept, combined with a ne-
cessity for economy, demands it.
As far as economy is concerned,
many topflight video tape commer-
cials have been, and can still be,
turned out for a production cost of
from $300 to $600. How? By using
stock scenery and props, a top-notch
director, thorough pre-planning and
creating a basicallj simple commer-
cial that will permit production of
two commercials per hour. This has
been done for a dozen out-of-town
customers in the past year and several
network advertisers have so conceived
their commercials that they fall into
this production category. Obviously,
such a production, though profession-
all) produced, does not permit lavish
sets, special editing and mixing or
detailed lighting. The fact remains,
however, that this capability of tape
is available, and one such commercial
for Occident Flour produced through
the John W. Forney agency in Min-
neapolis, won second prize in the
recent American TV Commercials
Festival for baked goods and got a
special citation as the best commercial
produced for under $2000.
If there is any truth in the state-
ment that there are not enough "in-
teresting and imaginative" commer-
cials on tape, it is only for two rea-
SPONSOR
11 june 1962
sons. First, there are too many crea-
tive people at advertising agencies
who look upon tape only as an an-
swer to an immediate problem with
a simple straightforward approach.
Second, there are far too few crea-
tive people who are knowledgeable
enough to realize the extraordinary
flexibility and creative opportuniites
that are now possible only on video
tape. We at Videotape Center are
concerned that this exciting new me-
dium is not being used enough with
fullest imagination and creativity.
There have been exceptions. They
usually occur when a thoroughly
knowledgeable producer and/or cre-
ative person bring their problems to
us, and we jointly exchange creative
ideas in order to develop something
different and unusual.
Are there limitations in video tape?
Certainly. Slow motion is in the tech-
nical development stage. Full anima-
tion is in the technical development
stage. One or two well-known film
opticals are not yet possible on tape.
And it is not particularly practical
when an establishing shot is required
from 3000 feet in the air over Man-
hattan to consider using a tv camera.
By and large, however, with these few
exceptions, there are no production
limitations in tape, for the medium
has grown by agencies offering a
challenge to a tape house.
In the earlier days of video tape
something "interesting and imagina-
tive" might have been a special effect
or something which we proudly dem-
onstrated as a duplication of an effect
which seemed to be an exclusive film
technique. We have long since passed
this stage, for not only has video tape
demonstrated its optical and special
effects capabilities but we, like the
film industry, have developed a
unique art form, backed by the ex-
perience of a highly skilled technical
staff and many creative people who
have been through hundreds of video
tape production sessions.
How to get better commercials on
video tape? I think if every copy-
writer, art director, producer and
supervisory executive were to follow
a few ground rules, then they would
soon find many new horizons for
their tv commercials. Here are some.
1. Except for full animation, never
EXTREME closeup was used for Videotope's Chesterfield commercial. Commercial was origi-
nally for film, but proved good for tape, won second in under $2,000-budgeted spot class
conceive a commercial only for live
tv. or film or video tape. Develop a
commercial idea on its own merits.
Then take the film or video tape pro-
ducer into your complete confidence
in the early stages of the commer-
cial's development. The cumulative
years of experience of these film and
tape people can do nothing but con-
( Please turn to page 48)
ACCOUNT man for Rheingold at JWT, Storrs Haynes; Leon Janney, spokesman, and Bob
Kronenberg make revisions on script. Rheingold plans 300 tape commercials this summer
SPONSOR
11 JUNE 1962
WESTINGHOUSE Broadcasting Company president Donald McGannon (I) and WBC programing vice president Dick Pack work out details of a
set with Steve Allen for letter's new late-night show which premieres 25 June. The series, to be syndicated, will start in approximately 25 markets
TV's NEW LATE-NIGHT SHOWS
^ Jack Paar, Mike Wallace leave late-night scene, but
advertisers remain with Johnny Carson and Steve Allen
^ Program changes increase spot sales, especially in
WBC's syndicated Allen show; film competition unruffled
I he changes in late-hour t\ pro-
graming for 1962-63, pitting The
Steve Alien Show, Tonight with
Johnm Carson, and The Late Show
against each other in many markets
throughout the country, has not only
increased ^pot sales in those areas,
but has dramatically pointed up ad-
\ cm t iser steadfastness through change.
To be more specific. Carson, who
bows 8 October on the NBC TV
show, has not only inherited con-
tracts which went into effect when
Jack Paar had the show, but he has
acquired a few more. The same ap-
plies to Steve Allen on Westinghouse
Broadcasting Company's syndicated
show which will premiere 25 June.
He inherits contracts still running
from PM. The show also has stimu-
lated spot sales.
The Carson show already has been
reported 99% SRO for the fourth
quarter. The Allen show — which will
be seen in at least 25 markets — was
declared "well on the wav to being
SRO" on WPIX, New York, nine
days after the independent station
announced the program had been
signed.
As for the live shows' competition,
the late-hour movies, a spokesman
for CBS TV o&o's said "We do very
well rating-wise and business-wise
with The Late Show." He pointed
out that the five stations program in-
dividuallv and have always been free
to schedule any kind of programing
they want, but "they are extremely
happ\ with the set-up."
A spokesman at WNEW TV, New
York, which had been in on the
early bidding for the Allen show,
said the MetroMedia station replaced
PM starring Mike Wallace 4 June
with "movies — varied packages from
various distributors.
"We had movies before PM and
SPONSOR
11 june 1962
they always did very well," he said.
"That program slot always has been
successful." The ratings were about
the same for PM and the movies, but,
he added, "you don't spend so much
money on films, and you have tested
programing, and big stars and direc-
tors."
A spokesman for WCBS TV, New
York, said that "The Late Show
through the years did pretty well
against Paar. We had our ups and
downs and he had his." He offered
the opinion that not only the audi-
ence, which has a wide variety of
tastes, but everyone concerned bene-
fits from the choice between live and
film programing.
The film library is "very large,"
he said, and has been furnishing 24
films a week for over 11 years. In-
cluded are Columbia Screen Gems
post-'48s and a Seven Arts post-'50
package.
Similarly, in the "much depends
on dinner" vein, here is what the
live shows are cooking up.
The Steve Allen Show, an enter-
tainment series, will feature comedy,
jazz, new talent and interviews. Allen
said he will "avoid controversy for
controversy's sake." The show will
be taped two weeks in advance in
Los Angeles.
The Monday through Friday, 90-
minute series will be carried on the
five Westinghouse stations and in at
least 20 other markets via syndica-
tion. The series costs $10,000 a week,
it has been reported. The contract is
for 52 weeks, plus option.
The late-hour, live-show format
began at Westinghouse in 1960 when
Richard M. Pack, WBC programing
vice president, in consultation with
the five tv stations, concluded that
"rapidly diminishing feature film
product dictated a change in late
night programs before the actual
bottom of the barrel was reached."
Thus PM East PM West was born
12 June 1961. PM West faded 2
February 1962, and the title was
shortened to PM starring Mike Wal-
lace. It folded 1 June. The Allen
show will now fill this slot.
As for Wallace, he is narrating
Intertel documentaries for WBC,
and has a South America project in
the works for tv. Intertel is a group
composed of WBC and companies in
Australia, Canada, and Great Brit-
ain.
In New York, the Allen show will
be broadcast by WPIX beginning at
11 p.m., following The Best oj
Groucho. The on-the-hour start will
enable the station to break into the
network news programs and will af-
ford a 15-minute jump on Carson.
"The news of the Allen deal has
been received with tremendous en-
thusiasm along the Madison Avenue
sales front," according to John A.
Patterson, WPIX vice president in
charge of sales.
On NBC TV, Johnny Carson takes
over the Tonight show following his
current afternoon emcee-host role on
ABC TV's Who Do You Trust? con-
testant show. The show will be casu-
al. There is no format. There will
be guests, conversation and enter-
tainment, although "no big produc-
tions." The program will be taped
earlier in the evening and shown
from 11:15 p.m. to 1 a.m. Monday
through Friday CNYT). Contract is
"long term."
The Jack Paar Show, which debuts
on NBC TV 21 September, will be
seen weekly from 10-11 p.m. (NYT).
Band leader Jose Melis will be on
the show. Robert Goulet tentatively
is set as first guest. Paar also plans
to show films of trips to Guadalcanal
and the Far East.
The parallel careers of Allen and
Paar may briefly be noted here. The
former premiered Tonight 27 Sep-
tember 1954 on approximately 40
stations. When he left 25 January
1957, it was carried by 59 stations.
(Note: many stations were being
{Please turn to page 50)
Tv's musical chairs game: Wallace out; Paar, Carson shift
WITH PM but a recent memory, Mike Wallace now is narrating WBC documentaries. Jaclt Paar, having left the hectic Tonight time slot, is set for
a Friday prime-time show. Johnny Carson takes over Paar's old spot 8 October, following his long, daytime run on ABC TV's Who Do You Trust?
SPONSOR
11 JUNE 1962
37
WHY HEINZ HIDES CAMERAS
^ Supermarket shoppers filmed on-the-scene through a "hidden camera" technique
provided low-cost and credible testimonial-type tv commercials for Heinz products
W
hilf mam agencies shelled out
husk) portions of their clients" ad
budgets to baseball players to shave.
smoke, or eat Wheaties, and movie
stars to shampoo tresses or scrub
sinks in testimonial-type t\ commer-
cials. Maxim. Inc.. decided to let the
housewife herself "pitch" for its
Heinz products.
\ ia a "hidden camera" method,
supervised In Vic Kenyon, Maxon's
1 l Cost per-one-minute commer-
cial averaged $2,000 — less than half
the cost of most tv commercials
filmed at that time.
2 I Since there were no residuals to
pay the "live"' actors, the films ran
over a two-year period with no "hid-
den costs."
3.) It was believed that the next-
door-neighbor appearance of the tes-
tifving speaker would lend credibili-
AGAINST displays of Heini products, hidden cameras worked silently as announcer Joel Aldred
solicited candid comments from women shoppers about Heinz soups, baby foods, and ketchup
\ .p. of radio and tv, supermarket shop-
pers gave candid comments on wh)
the\ bin Heinz products. Their faces
and remarks were captured on film
b\ 2!! concealed cameras. Slotted
several times a week on some 15 or
20 -bows, including The Price Is
Right, Concentration, Truth or
Consequences, It Could Be You,
Treasure Hunt, and Play Your
Hunch, both Maxon and its client,
Heinz, found the "homey"' approach
com incing.
Several factors swayed the de-
i ision to this approach.
t\ to the Heinz commercial.
According to Kenyon, "the films
came out packed with human inter-
est— full of the way people are and
the unexpected things they say, and
the way they say it." Some of the
candid comments, referring, in this
instance, to Heinz ketchup:
"My daughter prefers it. If I buy
am other kind, she questions my
purchase."
"Well, I like Heinz Ketchup because
it's nice and thick — it makes it much
easier to cook with."
"Primarih for the flavor — I think.
and because my husband likes it
especially ."'
"It has good flavor and I've used it
for years and years."
"Well, I think possibly one reason is
that it is a good and reliable name
to start with. All Heinz products are
good."
The execution of the production
was not, however, as simple as one
might suspect. It was not all smooth
sailing — at least not in the begin-
ning. On the first day of production,
the Maxon agency came on a crop-
per because it believed that attaining
such consumer candor depended on
the element of complete surprise.
Heinz announcer, Joel Aldred, was
unleashed on shoppers in a Detroit
supermarket with nothing more than
a pencil and a pad of paper, and the
brief statement that he wanted to
"talk about food for the purposes of
research."
\|i|irehended point-blank as they
rounded a supermarket aisle-end,
normally cordial women froze up,
became tongue-tied, mumbled unin-
telligibly, and generally spoke up in
a voice that failed to record through
Maxon's concealed directional mi-
crophone.
Therefore, a certain amount of
"staging" was needed. Maxon de-
cided simply to set the scene psycho-
logically for the interviews. The con-
cealed mike was removed from its
hiding place in an overhead lighting
fixture and placed in the announcer's
hand. Women were screened in front
of the supermarket, and given time
to prepare themselves mentally as
they were led to Aldred's position
beside a Heinz display in the back
of the store. This 30-second private
"rehearsal," added to Aldred's point-
ed reference to his microphone and
the fact that the interview would be
recorded, opened the gates for a
flood of consumer comments from
then on.
An old-line company with a quali-
38
SPONSOR
11 june 1962
ty image and stature, and conserva-
tive in what it claims for its prod-
ucts, Heinz doesn't care to "blast"
or appear to be overly "hawking" its
wares. Hence, the hidden camera in-
terview idea was bought as a new
technique for conveying the com-
pany's quality image and wide-
spread consumer acceptance with
credibility. This technique of pre-
senting honest opinion, it was felt,
fitted right in with Heinz consumer
image.
From this initial go-ahead, Max-
on, and Group Productions of De-
troit, the production company, ap-
proached the technical hurdles in-
volved in catching the candid com-
ments of consumers with all the
spirited deviousness normally asso-
ciated with FBI agents in a late-hour
spy movie.
A survey of supermarkets in the
Detroit area revealed a number of
stores with refrigerated meat rooms
at the back of the store. The win-
dows in the meat compartment doors
fronting these refrigerated rooms
proved to be ideal vantage points
from which to film interviews.
Four stores in leading Detroit
food chains were selected to achieve
a spread of economic classes.
A camera and crew were hidden
behind one of the meat compartment
windows across from an aisle-end
display of Heinz products. This cam-
era picked up Heinz announcer Al-
dred and his interviewees, but failed
to provide a different angle for close-
These shoppers willingly testified for Heinz
tHtil,,,,
«<j
■" %
(ML. :;>-::
T'fE
■
^3
*JK
W$j%,> wi- m ' ^H
DESPITE early timidity about appearing on national tv shows, women shoppers like these shown
above soon overcame their reluctance and consented to speak their opinions of Heinz products.
Heinz reports only two out of 150 interviewees refused to sign releases for filmed tv commercials
"PACKED with human interest" is enthusi-
astic description of Heinz consumers commer-
cials by Vic Kenyon, Maxon v.p. for radio/tv
ups of the shoppers. Some close-up
footage was deemed desirable for in-
ter-cutting with the long-shot foot-
age, because it added dramatic im-
pact in projection.
Another camera was therefore set
up on top of a row of shelves one
aisle over, and several feet in from
the end of the aisle. To conceal the
camera and the head of the camera-
man, both of which loomed over the
top of the shelf, a large corrugated
shipping case with cut-outs was posi-
tioned on the shelf top. The camera-
man worked from within the box.
This second camera provided an
important angle at more than 90 de-
grees to the first camera's direction
of view. It provided a close-up of
shoppers' faces, looking over Al-
dred's left shoulder. Two 35mm
Mitchell cameras were run in syn-
chronization with slave motors con-
trolled by the same master motor.
This made it possible to shift scenes
from camera to camera with sound
synchronization.
Any sort of staged lighting, of
course, would have been an immedi-
ate tip-off to interviewees. This
would have killed the "candidness '
of the interviews. However, fast sen-
sitive film was used to allow pictures
to be taken under available super-
market lighting conditions, while
still providing commercially accepta-
ble footage.
The first inkling interviewees re-
ceived that they were being filmed
occurred when a production man
disguised in a white supermarket
coat snapped a clapboard at the end
of each interview. Films were iden-
tified at the end of a segment in or-
der to avoid tipping-off interviewees.
Some 150 interviews were filmed
over a four-day period. From 30 to
40 interviews were shot a day. Two
days were devoted to Heinz soups,
and one day each to ketchup and
baby foods.
Only two of the 150 interviewees
objected to signing a photo release
(Please turn to page 50)
SPONSOR • 11 JUNE 1962
39
CROWDS gather at outlying branch of ill. Secretary of State's office for license plates. Service can be obtained locally via currency exchange
YES, EVEN FOR LICENSE PLATES!
^ Chicago Currency Exchange Assn. found tv spots
ended decline in license plate sales, upped them 13.3%
^ Executives show "delight" over 6-to-l return on each
dollar invested in the campaign and suggest renewal
T CHICAGO
o stem a serious decrease in sales
of license plates through the Chicago
Currencj Exchange Association, a
tv advertising campaign was recom-
mended as the best medicine. Not
only did the short doses of tv spots
curl) the illness, hut increased sales a
health] 13.3% during a three month
pel tod.
Lasl fall as the peak auto license
buying season approached, the Chi-
<-auo Currency Exchange Assn. was
analyzing the problem of decreased
slian-nf market on license sales via
its 600 outlets throughout Chicago-
land. Since 1959, sale of Illinois
plates through currency exchan
had been an a steady decline, and in
1961, had decreased 13% under the
previous year sales.
Officials directly attributed the de-
crease to the three outlying branch
offices opened in 1959, by the Illinois
Secretary of State's office, the depart-
ment that issues plates direct. Prior
to 1959, the Secretary of State main-
tained only one office in Chicago, a
west-of-the loop, inconveniently lo-
cated branch, characterized by end-
less waiting-in-line during the license
issuing period.
The currency exchanges, however,
offer the same license plate service
for a charge ranging from $1.00 to
$1.25. including notary fee; and since
most exchanges operate in neighbor-
hood locations, waiting in line is sel-
dom a problem.
With the severity of declining sales,
the association, and its agency, Chi-
cago-based Gourfain-Loeff, Inc., real-
ized that a spectacular promotion for
this service was necessary — an adver-
tising campaign to attract a wide,
adult audience, the entire auto-own-
ing population of Chicago.
Gourfain-Loeff recommended tele-
vision as the medium for a 10-week
push scheduled during December,
January, and February, the major
license buying months.
Alan Surgal, Gourfain-Loeff ac-
count executive for the Currency Ex-
change Association, told SPONSOR
that initially, the tv campaign was
designed with one purpose in mind:
to stem the decrease.
"If the downward sales trend
ceased," he said," we would have felt
that television had done its job."
But this first-time crack at television
for the currency exchanges did more
40
SPONSOR
11 june 1962
than stem the decrease. Surgal re-
ports, "To our delight, final tabula-
tions for the three-month prime auto
license sales period (when tv adver-
tising was used) show a 13.3% in-
crease in sales."
Here's how it happened. WBBM-
TV (CBS) was selected by the agen-
cy because, according to Surgal, this
station's potential for an adult audi-
ence seemed highest. An ROS sched-
ule was purchased for 10 weeks,
with the agency expressing the times
it preferred (on a pre-emptible basis)
for adult viewing. An average of 14
10-second spots per week were sched-
uled— slide with voice over — gener-
ally in the late afternoon and evening
times. Time charges for the cam-
paign totaled $10,000.
Spots were scheduled in such fea-
ture film vehicles as the Early Show,
the Late Show, and The Best of CBS
(the Saturday night feature). Spots
were also scheduled in the 6:00 p.m.
news, and in At Random, the station's
adult discussion show beginning at
midnight on Saturday.
Currency exchanges are big busi-
ness in Chicago. Sometimes called
the "little peoples' banks," the bulk
of their revenue is derived from grad-
uated check-cashing fees. Last year,
it has been estimated, Chicago's cur-
rency exchanges cashed checks total-
ing $iy2 billion.
In addition to auto license sales,
the currency exchanges perform many
functions not available at a bank.
Licensed by the State of Illinois, and
operating according to statutes set up
by the state, currency exchanges also
perform these functions: complete
auto service, including sale of city
stickers, title transfers, drivers' li-
cense renewals, payment of traffic
fines, payment of telephone and utili-
ty bills, notary public, income tax
service, issuance of travelers checks,
and making change. And aside
from the Post Office, the currency
exchange is about the only place
where a 4<# stamp can still be pur-
chased for 44.
But in its recent three-month cam-
paign, the only service plugged by
the Chicago Currency Exchange As-
sociation was the auto license sale.
What did the 13.3% increase mean
(Please turn to page 50)
HOW STATELY MR. BULL
CHARGED BUFFALO, N. Y.
^%sk almost any broadcaster and
he'll tell you that creating a com-
munity station image takes time, toil,
and a heap of telling — not to mention
a substantial amount of manpower.
In Buffalo, N.Y., however, that chore
is being handled for WKBW by a
four-legged animal — a baby buffalo.
When Capital Cities Broadcasting
assumed the ownership of WKBW,
the new management took stock of
the city's assets and concluded that
the only thing visibly wrong was that
all the buffaloes were on nickels. Per-
haps, they reasoned, a city named
Buffalo would derive a certain
amount of civic drive through a real
living symbol.
It was felt that a young buffalo,
once he had buckled down to the
business of eating and growing,
would be a natural to symbolize the
health, strength, and vitality resting
in his namesake, the city of Buffalo.
And with WKBW as purchaser of the
animal, what better way to cement a
strong relationship between the citi-
zens of Buffalo and the station as
"Buffalo's own radio station."
As the station soon discovered, pur-
chasing a baby buffalo was not as
simple a procedure as picking up a
pizza — or even oysters out of season.
WKBW's program director, saddled
with the task of shopping for a baby
buffalo, managed to locate one on a
rare animal farm. After the neces-
sary maneuvers — like being cleared
by the New York Animagration Au-
thorities, and rope-broken on a dairy
farm, the not-overly-joyed buffalo ar-
rived at his destination at the unlike-
ly hour of 3 a.m.
Having suffered a long bumpy ride
from North Carolina, the infant buf-
falo wasn't quite ready to settle into
harness and prepare for his public
debut. After a month, however, Alex-
ander Graham Bull, as he had been
named by the listeners via a station
contest which drew thousands of
name suggestions, was ready to be
introduced to the public at a special
champagne reception held by the sta-
tion.
Introduced as a member of an old
American family, the young buffalo
was presented to members of the
business and civic world of Buffalo.
A new song and dance in his hon-
or, "Doin' The Buffalo" was intro-
duced, and Sheraton Hotels concoct-
ed an Alexander Graham Bull cock-
tail (with a special kick). ^
CHAMPAGNE may have had something to do with it, but Alexander Graham Bull, being in-
troduced to Buffalo citizenry at champagne party, seems to enjoy role of WKBW, Buffalo, mascot
SPONSOR
11 JUNE 1962
41
RADIO RESULTS
Capsule case histories of successful
local and regional radio campaigns
FOOD
SPONSOR: Holly Poultry Companj AGENCY: Direct
Capsule case history: A survey recently conducted in
\\ bnston-Salem, North Carolina, proved that old adages are
not always true, for the Holly Poultry Co. found that their
advertising campaign fared much better when they put "all
of their eggs in one basket" — or rather, all of their advertis-
ing in radio. I Folly Poultry is the onl\ company distributing
I nited States Government inspected chickens in the area.
The\ began their advertising in Winston-Salem by placaing a
schedule of 25 one-minute announcements on WSJS. Charles
Peterson, distributor and owner of the Winston-Salem outlet
conducted a survey of his retail dealers and found that their
customers were asking for Holly Poultry by name and wen
telling the dealers that they had heard the commercials on
\\ SJS radio. After completing the personal survey. Peterson
ini teased his schedules and is now using this station ex-
clusively for all his advertising. "No other medium has
been produced these kind of results." he said.
W SJS, Winston-Salem Announcemnts
SAVINGS & LOAN ASSN.
SPONSOR: Rock River Savings & Loan A^n. VGENCY: Direct
Capsule case history: Since their first dav of business, the
Hock River Savings and Loan Association has had a sched-
ule on \\ ROK. Rockford. They sponsor three remotes each
da) for -i\ days a week, plus four 60-second spots each dav
from the first to the fifteenth of every month to proclaim
interest for savings. In addition, they have sponsored the
Community Club Awards for two years, co-sponsored com-
munit) sports, and co-sponsored the basketball tournament
for two years. The) order special packages throughout the
year to complement their regular schedule. Rock Mixer Sav-
in-- has recentl) moved to larger quarters to accommodate
their growing business. Says president James I. Toy. Jr.,
'Since we do a lot of our commercials live, we hear a bit
more quickl) and directl) about the results. With so many
people saying the) hear us, we know people of influence
listen to \\ ROK. Your station has helped u- -row from
opening in September 195'). (o sKJ.uoo.OOO in assets now."
\\ ROK. Rockford, Illinois Vnnouncements
BANK
SPONSOR: Security Trust VGENCV : Hart-Conway Co., Inc.
Capsule case history: During the week of 5 February,
169,314 people in the Rochester, N. Y., area picked up their
telephones and dialed to obtain Security Trust's time and
temperature service. These telephone users, better than
24.000 per dav. had heard about the Security Trust service
on WHEC, Rochester. A tv pical telephone message might be
"Security Trust offers every banking service. It's a full serv-
ice bank. The time is 2:15, the temperature 48°." The bank
i- continuing its radio campaign of 25 thirty-second spots per
week, run of schedule, on a long range basis, to advertise the
telephone service. During the first week of the campaign, late
summer 1961. the specal bank phone lines received an aver-
age of 2.960 calls per day: 8 months later the per da) aver-
age had jumped to 24,187 calls. The total number of calls to
date is 3,900,785. With a new uptown Security building
now planned, and expectation of future growth during
1902. the bank is well satisfied with its WHEC campaign.
WHEC, Rochester, New York Announcements
AUTOMOBILES
^I'ONSOR: Tysinger Motor Compu.n AGENCY: Direct
Capsule case history: J. L. Tysinger, Sr., president of the
Tysinger Motor Companv. in Hampton, Va., has been ad-
vertising on WVEC since its inception in 1948. "We firmly
believe that our success has been in large part due to our
consistency in advertising on WVEC," says Tysinger. He
sa\s radio has been the Tysinger Motor Company's primary
media of advertising, and he feels that his sales record has
borne out his choice. "When we run heavy saturation sched-
ules." Tysinger says, "our sales climbed in direct proportion
to our radio advertising on WVEC." Tysinger's budget was
directed at saturation radio spots. He adopted the voice of
"Colonel Beauregard." who announces each new model, spe-
cial sales, the prestige aspects, and ultimately heralds the
motoring public through the doors of the Tysinger Motor
Companv. Many customers seriously expected to meet the
colonel, and it wasn't long before Tysinger. Sr.. became
known as Beauregard, and his fame and sales soared.
WVEC. Hampton. Virginia Announcemnnts
12
SPONSOR
11 june 1962
Media people:
what they are doing
and saying
TIMEBUYER'S
CORNER
Stan Newman has been named v.p. and media director of
Hicks & Greist. He was formerly with Richard K. Manoff as
media director. ... At K&E, Los Angeles, Martin Schwager was
named director of marketing services, responsible for both
media and research. . . . Robert Heckenkamp, who was with
MJ&A, was made media director of Page, Winchester & Con-
nelly, Inc., Birmingham, Mich. . . . Alvin Schur of Robert E.
Wilson Adv. and the former Enid Cohn, who was a McCann-
Erickson buyer, recently had their first child, Leslie Arlene. . . .
ADAM Young dinner, San Francisco: (clockwise, from upper I ) Dell Simpson, Young;
Doris Williams, FRC&H; Sherwood Gordon, Gordon B'c+g.; Fran Lindh, Garfield, Hoff-
man & Conner; D. Case, KSDO, San Diego; Jan Brown, Johnson & Lewis; Ann Rule, D-F-S;
L. Gross, Gross & Roberts; Kathie De Haven, GB&B; Grace Galioto, Young; Edith Cur-
tiss, Botsford, Constantine & Gardner; Rula Willtie, BBDO; Elenore Nelson, JWT
Things you should know about Mogul, Williams & Saylor: Its air
media department is directly involved in close to 50% of the agency's
annual billing of more than $19 million. Leslie Dunier, a vice president,
is the director of programing and media. Joyce Peters is air media su-
pervisor and head timebuyer. Dunier is primarilv concerned with net-
work and Miss Peters with spot, although he has the ultimate responsi-
bility in both areas.
The agency's personnel policy is to promote from within and
Miss Peters, who was recently appointed to her position, spent
a number of years as a MW&S timebuyer. In addition to her
supervisory capacity, she handles the buying on several ac-
{Please turn to page 44)
For a while, back in my college
days, I dated an arts-and-craft type
who was forever making beaded
belts and ceramic ash trays and
things. I didn't know a kiln from
a bee hive, but this girl had the
longest eyelashes, so when she
announced she was making a
lampshade, I offered to help. The
thing was to have a montage of
cancelled postage stamps all over
it, and I volunteered to collect the
stamps. My mail at the time con-
sisted of a weekly letter from my
mother, but my roommate had
a lively correspondence going with
three girls simultaneously, and he
said I could have the stamps from
all his letters.
I set to work with a pile of them,
laboriously removing each stamp
without tearing it, and before I'd
got a dozen unhinged, I'd made a
rather startling discovery. Every
single letter from one of the girls
(her name was Serina something-
or-other) had a message written
under the stamp. Romantic mes-
sages, too. Real eye-openers. Of
course I showed my roommate
what he'd been missing, and the
next thing you knew the two of us
were working on Serina's enve-
lopes like a couple of gold pros-
pectors working a new lode.
I don't suppose the letters we get
at WEZE have anything written
under the stamps, but I must
admit that I occasionally wonder
about it when I see the stacks of
mail we get from all over New
England. No time to peek of course
— too busy reading and answering
the letters — but they're all so
enthusiastic about our Wonderful
World of Music that it's possible.
And you can bet your life I'll lift
the stamp if a letter ever comes in
signed "Serina"!
Sincerely,
Arthur E. Haley
General Manager
P. S. Stacks of enthusiastic letters can
only be written by stacks of enthusiastic
listeners, so why not find out how profit-
able it can be to advertise on WEZE?
Just write or phone me at the Statler
Office Building in Boston. Liberty 2-1717.
or contact your nearest Robert E. East-
man representative for all the details.
SPONSOR
11 JUNE 1962
43
BIG
BEAT
RADIO
— Now m
St. Louis, too!
Big Beat Radio made WOBS
tops in Jacksonville. Now
it's taking St. Louis by storm.
Take advantage of this pow-
erful selling force in both
markets.
WOBS
Jacksonville
Fla.
Gill-Perna, Inc.
Nat. Rep.
WBBR
E. St. Louis
III.
Dora-Clayton
Southern Rep.
1
TIMEBUYER'S
CORNER
(.Continued from page 43!
counts, including Transogram, Howard Clothes, Breakstone
Foods, and Bonomo Turkish Taffy.
MW&S' air media department is traditionally structured, with per-
sonnel functioning as timebuyers, assistant bu\ers, estimators, and media
researchers. Others in the department are David Rapaport. timehuver;
Diana Adam and Pat Hunt, assistant timebuyers; Athena Foroglou,
Steve Levinson, and Lydia Blumenthal. estimators. Richard Audrieth
is supervisor of air media research.
MEETING at BBDO with Hope Martinez (c) are (l-r) Tom Gilchrist of WESH-TV,
Orlando-Daytona, Fla., Tom Campbell and Bill Davidson of Advertising Times Sales
Speaking of reps, Dunier says, "Salesmen are given a thor-
ough indoctrination on the agency's client roster on their first
visits. We thoroughly familiarize them with media objectives
and general distribution patterns of individual clients, and thus
save time for ourselves and reps in future dealings."
He also points out that any rep or salesmen with new or unusual ideas
for programing and methods of utilizing programs are especiallv wel-
comed by him. In connection with new test market plans for spot, Miss
Peters is the person to see. She notes that the agency has just completed
the first phase of a new test market campaign for an undisclosed prod-
uct, in Kentucky, Ohio, West Va., and South Carolina. A second phase
is now underway upstate New York and in Georgia. "Based on the
results so far," she says, "the bulk of the budget will go into tv."
Some other MW&S broadcast accounts are Griffin Shoe Pol-
ishes, Rayco Mfg. Co., Lite Diet Bread, and National Shoes. ^
11
SPONSOR
11 june 1962
Film does the unusual!
I
"LET YOUR FINGERS DO YOUR WALKING," says the
AT&T commercial for its Yellow Pages. Proposition is excit-
ingly executed through meticulously selected fingers and
live camera work involving miniatures on a moving plat-
form. Done to perfection on Eastman high-speed film with
prints on Eastman print stock to bring all the inherent
brilliance of the negative to the TV screen. Two steps —
negative, positive — each of vital importance to sponsor,
network, local station and viewer! For further informa-
tion, write
Motion Picture Film Department
EASTMAN KODAK COMPANY, Rochester 4, N. Y.
Easf Coast Division, 342 Madison Avenue, New York 1 7, N. Y.
Midwest Division, 1 30 East Randolph Dr., Chicago 1 4, III.
West Coast Division, 6706 Santa Monica Blvd., Hollywood, Calif.
For the purchase of film, W. J. German, Inc. Agents for the sale and
distribution of Eastman Professional Films for, motion pictures and television,
Fort Lee, N. J., Chicago, III., Hollywood, Calif.
I
ADVERTISER: AT&T (Yellow Pages)
AGENCY: Cunningham & Walsh, Inc. PRODUCER: Farkas Films, Inc.
■ I
SPONSOR CODES
{Continued from page 29)
without consultation with whomever
is picking up the time tab."
Shade! said this would be the in-
evitable outgrowth of such controls
as applied to news or public affairs
programing. A sponsor, he said,
would soon have complete control of
all the program's content — not only
the areas sensitive to his commercial
enterprise- and this would suggest
the possibility of colored or slanted
news reports to suit his particular
political, social or economic theory.
Ml news personnel know examples
of editorial control by newspaper ad-
vertisers, he said.
"We have been fortunate so far,"
Shadel continued. "Due to network
strength and the character of spon-
sors in these vital areas of program-
ing, few such problems have arisen.
So lone as the question exists on the
dramatic programing front, how-
ever, newsmen must be vigilant. So
long as the threat of sponsor inter-
ference with programs exists any-
where, a vei\ real threat to honest
news reporting exists everywhere. '
Joining Shadel in denouncing
sponsor codes were two other com-
mentators noted for their perceptive
and crackling appraisals of the con-
temporary scene. They were Edward
Morgan and Quincy Howe, also ABC
radio commentators. Morgan told
sponsor that there was no reason
win a sponsor should assume re-
sponsibilitv of judgment in a matter
of dramatic quality.
"The sponsor's job is to sell prod-
ucts." Morgan insisted. "For a spon-
sor to be an o\er-the-shoulder pro-
ducer is a disgrace." The commenta-
tor emphasized that in the news and
public affairs area he doesn't en-
counter such interference. His own
sponsor, AFL-CIO, leaves the news-
man alone, never interfering with
the program content.
Sponsor taboos were described as
an evil 1>\ Howe, who added that a
client who tries to rule program con-
tent is working in his own worst in-
terest. "It is like telling Danny Kaye
wliat jokes to sa\ or Pablo Casals
what music to play. The sponsor has
no business doing this."
Nor «lo advertiser program code
restrictions sit too well with Morris
Novik, radio t\ consultant and re-
cent President Kennedy appointee to
the I nited States Advisors Commis-
sion on Information. *'\\ hen a code
challenges or lowers the standards of
a program in order to protect a
product, such a restriction is bad."
Novik told sponsor. "It imposes ab-
normal limitations on the writer, the
director, the producer — in fact it af-
fects the entire broadcasting BVStem.
By and large, these codes are de-
signed to protect the sponsor, but few
others. In most instances, when
these codes are enforced, the broad-
cast media suffer immeasurably.
Certainly, the artistic standards of
the people are lowered and debased."
Observers in the station rep cate-
gory also viewed the sponsor lists of
do's and don'ts with apprehension.
Among those were Ollie Blackwell,
director of audience development for
The Katz Agency. He pointed out
that an advertiser who is bringing a
tv show to millions of people "un-
derstandably wants to protect his
company's interests bv setting up
some ground rules to guide the crea-
tors of that show."
The trouble comes, however, from
tr\ ing to hedge against every con-
ceivable viewer complaint, whether
it be from intelligent, informed citi
zens, from special-interest groups, or
from a few fanatics." Blackwell ob-
served. "When that kind of thinking
prevails, it doesn't 'guide' the crea-
tors— it stifles them."
On the issue of sponsor codes,
some advertising agency executives
saw a justification for them, provid-
ing the) were not carried to ex-
tremes. A code promulgated bv an
advertiser makes sense so long as tv
remains a commercial medium in
which the agncy's primary respon-
sibility is to the client footing the
bills. Leslie L. Dunier, vice president
in charge of radio /tv, Mogul Wil-
liams & Saylor told sponsor.
"This, however, is a conditional
affirmative," Dunier said. "The kej
to any effective code is in its degree
of reasonableness. Certainly an ex-
aggerated list of do's and dont's is
bound to have an inhibiting influ-
ence on creative programing. In this
category I would place an unequiv-
ocal ban that might be placed on a
program by a manufacturer of razor
blades or electric shavers ... a ban
that disallows the hero to be seen
with a beard. This is an unreason-
able ban because the plot might well
hinge on the character's refusal to
remove his beard. On the other
hand, an advertiser's rule prohibit-
ing dialogue that is detrimental to
his product is a valid one.
Censorship in the form of sponsor
codes is contrary to the spirit of
American democratic principles in
the Jeffersonian tradition which de-
fends the individual's freedom and
right to state his opinion. Dr. Max
Celler. president of Weiss and Geller
told a sponsor editor. "These cri-
teria make it un-American for an in-
dividual or group to predetermine
what the American public sees and
hears through the mass media. This
is in effect what sponsor codes are
doing."
Dr. Geller observed that if the
basic philosophy of the advertiser is
to present more interesting pro-
grams, he must give the station, the
program director and the writer the
freedom to determine program con-
tent. "Censorship in the form of
sponsor codes unquestionably stifles
program creativity." he commented.
"If the aim is to make all programs
offensive to no one, tv and radio will
truly become a 'wasteland' of ideas."
"On the other hand, programs
with depth, significance and mean-
ing of content challenge an audience
to think." Dr. Geller continued.
"And provocative subjects handled
in good taste can in fact represent
commercially sound ventures since
programs that define problems and
stimulate controversy on the audi-
ence are talked about, watched and
listened to. Only a minority of
'quacks' would actually transfer dis-
like of program content or point of
view to the sponsoring product."
. Similar views were expressed bv
Dan Whitney, vice president of Riedl
& Freede. "How can there be an)
question that the rigid 'do and don't
codes' of major advertisers constrict
the creative process in programing':'"
Whitney said. "The fact that tv de-
vours material at a furious rate
should cause any objective observer
to conclude that tv needs to work
with the full variety of human en-
deavor and emotion without artifi-
cial restrictions. A corollary of this
is the fact that the viewing public de-
vours tv programing at a tremendous
rate too. so that the public's willing-
ness to accept the inane and the
cliche becomes less and less, and its
46
SPONSOR
11 june 1962
level of boredom keeps climbing
higher and higher."
According to Whitney, the result
is a lessening of the impact of tv
as an advertising medium. He told
SPONSOR that honest controversy has
always been the keystone of exciting
contents, whether in broadcast or
print media. How can networks be
expected to work within the very
narrow limitations imposed by some
advertisers and yet fully execute
their responsibility to the viewing
public and at the same time produce
ratings which are meaningful in both
quality and quantity, Whitney ob-
served.
"It seems that program producers
are more and more leaning on the
talent that is experienced in staying
within the advertisers' codes so that
the producer 'stays out of trouble'
rather than present fresh and power-
ful ideas," Whitney continued.
"There is no longer the same eager
search for the bright fresh talent
that made tv such an exciting medi-
um a few years ago. Perhaps more
important than anything it is much
more difficult to place responsibility
and correct abuses when that re-
sponsibility is diffused between net-
work, producer, agency and adver-
tiser. If the total responsibility were
placed in the laps of the broadcast-
ers, it is obvious that programing
would be in good taste and in the
public interest more consistently than
it is today. And the advertisers
would have less reason to object to
particular programing than they do
now. The 'do and don't code' would
be unnecessary."
The Rev. Dr. Everett C. Parker,
director of the Office of Communica-
tion of the United Church of Christ
and vice-chairman of the Broadcast-
ing and Film Commission of the Na-
tional Council of the Churches of
Christ in the USA, also took spon-
sors to task for poking their noses
into program content. Dr. Parker,
authdr of a number of books on mass
media, notably broadcasting, and a
former assistant public service man-
ager of NBC. told SPONSOR that the
excellence of tv programs depends
upon the maturity, the artistry, the
ability and the integrity of the pro-
ducer, the writer and the director.
"I think the artist should be left
alone to conduct the artistic elements
of television," Dr. Parker asserted.
IN THE
ARK-LA-TEX
both ARB & MSI!
After only six months of
operation from The Tallest
Tower in The South (1,580'
A.A.T.), both surveys* confirm
that KTAL-TV is FIRST in the
booming Ark-La-Tex market in
average-homes-delivered!
*Mon.-Sun., 6:30-10:00 PM, 49,200
homes. ARB & NSI, March, 1962.
CHANNEL 6 - NBC FOR
SHREVEPORT
WALTER M. WINDSOR
Gen. Mgr.
JAMES S. DUGAN
Sales Dir.
ILAIR TELEVISION ASSOCIATES
National RtprtstntativtM
SPONSOR
11 june 1962
47
'I think any censorship from any
source is inexcusable and should not
be tolerated. I think the worst possi-
ble tensor i- the scared little repre-
sentative of some commercial enter-
prise that is trying to exploit the au-
dience for it- own good through ad-
vertising. The role of the sponsor
-houlil be that of the advertiser in
the magazine or newspaper — that is.
he should not l>e a sponsor at all.
The advertiser should he able to buy
time without dictating the program
contenl around his commercial."
If the broadcast medium is to rise
up from its ""ine-s of plottage" ac-
cording to serious industry observ-
ed and strike a blow for better pro-
graming, more and more sponsors
will have to walk in the footsteps of
a eommercial institution such as the
Standard Oil Company (New Jer-
-e\ i . I bis big corporation has main-
tained a decided "hand's off" policv
in program content. David \. Shep-
anl. executive vice president of the
huge oil company observed last week,
'" \ chemical engineer in the oil busi-
ness shouldn't dictate policv in areas
where he has little competence."
There are sure signs that point to
an uplift, to a measure of broadcast-
ing that is more than mere pablum.
The Jersey Standard executive hinted
what was on the horizon when he
said: '"When officials of other com-
panies talk to me about our insti-
tutional advertising, there's a tinge
of friendlv envv in their manner.
Thev think we're either luckv or
smart, depending on their attitude."
Recent events certainlv appear to
have changed the prosram content
picture considerable The consensus
is that a number of advertisers, hav-
ing seen their rivals backing worthy
adult video fare, are no longer hell-
bent on having the last word in
shaping program material.
Rroadlv viewed, video appears to
be heading into far less orthodoxv
and conformity than in the past, ac-
cording to knowing ones in the in-
dustry. \ number of advertisers, it
is pointed out. are taking heart from
their more courageous brethren and
as a result hope to punctuate their
program- with more mature offer-
ings in the seasons to come. The
onen-. the) insist, are indeed good
for less "melted mental cheese" and
more perceptive fare coping with
the problenr- of today. ^
FREBERG
(Continued from page 32)
commercials in 1961. (The defini-
tion of "new" in this particular com-
petition excluded am commercials
which were similar to those used in
previous years, thus automatically
excluding main of the quality na-
tional commercials used continuous-
ly for several years.)
"It's from the regional, and even
local, efforts, however, that national
advertisers can learn the most," this
observer points out.
In addition to these annual nation-
wide awards. RAB also makes a
number of other awards for distinc-
tion in the field of the radio com-
mercial. Gold record plaques are
presented every year to the agencies
and advertisers rsponsible for the
10 "most effective" radio commer-
cials of the year, whether new that
year or not. In addition, periodic
awards for outstanding regional com-
mercials are presented. Selections
of the Meadow Gold. Gibbs. and
Schaefer commercials were made by
the executive committee of the board
of directors and members of the RAB
staff.
RAB is concentrating, as well, on
its "Road Show" presentations, says
David. These presentations, involv-
ing both cartridge-type recorders
and graphic displays, are given to
agencies so that "creative people can
get exposure to what's being done in
the field outside their own shops."
Outstanding radio commercials are
also played for various advertising
groups.
"One of the great problems in this
whole area," says David, "is that
radio commercials are not as easily
circulated as advertisements in other
media. Through our awards and
circulation programs we hope to
remedy this deterrent. Good com-
mercials often are more important
than any other factor in selling ra-
dio to advertisers."
And the creative freedom of writ-
ers, say observers, is the lifeblood of
radio's commercial continuance. One
singing commercial producer, Adele
M. Purcell. owner of Ad-image, Inc.,
New York, sums it up this wa\ :
"\l\ own experience with writers,
many of them in agencies, is that
their lot is a hard one. The writer
generally is pegged to a single ac-
count. He is interfered with. His
writing is subjected to many points
of view, main fingers in the pie. His
main function is to get the embryo
started — for the experts to take over.
\\ ithout a beginning, experts cannot
make their efforts felt. At agencies,
seldom is a writer in a position to
see his copy actually make the finals.
He is not considered important, or
important enough. The restrictions
imposed upon him are unfair, too.
W i iters are often assigned to all me-
dia, on one account. The\ say the
same thing in many different ways.
Writers can get stale. They need
room for their talents. Too. agen-
cies do not deem it important to staff
specialized writers for print, televi-
sion, radio. Each has its own scope
of possibilities. But the most potent
is the writing.
"Radio can be the most effective
and efficient medium for anv good
piece of copy. Any exciting, lasting,
selling program must, first, come
from the copy. What is done around
this in production, for tv or print.
is merely gilding the lily; the copy
is the persuader, while the music,
voice, face and drama are simply
the glamor. When the writer cap-
tures the means, through slogan
or clever saying, which makes it pos-
sible for advertisers to move prod-
ucts, then to the writer belongs the
spoils. He should not be confined
to closed budgets, closed opportuni-
ties, closed competition."
As David himself sums it up: "We
hope that tapes of the winners and
some of the other outstanding en-
tries— which well make available to
agencies and advertisers — will be
played and re-played by creative peo-
ple interested in hearing what radio
can do. And by next year, we think
there should be dozens of great crea-
tive selling approaches that 'stop
Freberg.' ': ^
TAPE COMMERCIALS
(Continued from page 35)
tribute many ideas to supplement
your own. You may not accept all
of them, but you unquestionably will
be sparked into further considera-
tions that will contribute towards a
better end result.
2. Always get a bid from both a
film and a tape house, even when
segments are animation. By so doing,
you will immediately find out wheth-
i;
SPONSOR
11 JUNE 1%2
er the storyboard presents any prob-
lems for tape, whether tape offers
more or less flexibility than film, and
you will also have a comparative
price. Tape houses have grown by
accepting the challenge of difficult
storyboards. The challenge will cost
you nothing and may serve you un-
expectedly well.
3. Invite intellectual partnership
with the video tape house. A televi-
sion commercial, however sacred in
its concept, will always benefit by
having a production house feel they
are not being used merely as a fa-
cility, but are a vital and integral
part in developing the production
with you.
Actually, there should be a fa-
miliar ring to these ground rules, for
this suggested approach with the tape
house is no different than what's
been going on for years with film
production houses. The difference is
that only a few producers and their
clients have approached the tape fa-
cility in the same fashion as the film
facility. With due deference to the
hundreds of fine commercials which
have been produced at Videotape
Productions of New York, most of
the more "interesting and imagina-
tive" commercials we have produced
have been with agency producers
who have invited us to join in a crea-
tive partnership. This is not to blow
our own horn, but rather to point out
our cumulative experience and tal-
ents can add meaningful ingredients
above and beyond merely being re-
tained to perform our normal profes-
sional technical or production rou-
tines.
Perhaps an example is in order.
Two years ago an insurance company
from out of town came to us to use
tape for the first time. Lacking com-
plete knowledge of video tape, we
analyzed their storyboards prior to
their final renderings. We made
creative suggestions frame by frame
and sentence by sentence. We de-
signed the sets, did the casting and
took over the complete production.
Client and agency and ourselves were
in complete agreement as to what we
were going to accomplish. As a re-
sult of this thorough planning and
exchange of ideas, we produced twelve
excellent commercials, involving plush
sets in a period of ten hours and did
another ten 30-second commercials in
a two-hour period. (These ten com-
mercials were identical except that
Sponsor backstage (Continued from page 14)
The third prize, which was a Zenith all-transistor nine band trans-
oceanic portable radio, was won by a Mr. Bill Braunstein of 166
Second Avenue in New York City. This was the only winner in
which two out of the three judges voted for and one against. Mr.
Braunstein attributed his happy marriage to radio because his
mother-in-law had listened to the Orson Welles' broadcast many
years ago, had hastened in panic to the cellar where she remains
to this day.
It is true that Connie Francis comes from Newark, New Jersey,
but I don't believe that Mrs. Conroy is a relative. Neither are my
suspicions aroused by the fact that the first place winner and the
runner-up are both obviously Irish, and that Mr. Sullivan wears his
green with great pride. My own secretary's name is Lois Braunstein,
but I don't believe that the man with the mother-in-law is related to
her.
Every contest, of course, develops its own measure of odd coin-
cidences and comic entries.
One that didn't win said that what radio meant to him was "to
dial WABC and wait for William B. I can have news, current events,
music, comedy and hints on shopping sales. Who could ask for
anything more without spending a dime?"
Claibon & Finck
Klavin and Finch were not moved to WABC by any of the listeners,
but one of the entries came in addressed as follows:
"Green House
c/o Claibon & Finck
WNEW
New York 17, New York."
Another listener wrote:
"Radio means a hell of a lot,
Without it I would go to pot.
Is there a car or house without it?
I doubt it."
There were, of course, that little handful of somewhat beligerent
and blunt contestants. One said "Are you kidding? I'm a tv
repairman."
Another said: "Radio means offensive commercials, irritating
disk jockeys, loud noises in the morning, vacillating new commen-
tators, and static. In short, all the finer things in life."
And another said : "Question should be. 'What do I mean to
radio?' If it weren't for me and the countless millions WNEW
reaches, where would you boys be?"
Then there are as always the romantic and sexy entries. One said.
"I couldn't possibly dress or undress to tv!
I couldn't.
Or smooch on the porch with a gent!
I wouldn't.
Radio? Oh well, that's different!"
There was one entry that expanded radio's audience potential in a
most interesting manner. It said "I have a radio in my cow barn
and get a lot of pleasure from it; my cows seem to enjoy the music."
The Sound Citizen is obviously many things to many men and
some cows. ^
SPONSOR
11 june 1962
1')
each one was localized for spot mar-
kets, i Hie total cost, excluding star
talent, was $15,000, and the customer.
who used his tapes for spot markets.
is now a repeal user of video tape
It i- (lifiicult for most people to
realize that the earlv live t\ limita-
tions of video tape have long since
disappeared. Editing, \ and B roll
mixes, location shooting all over the
country, optical effects, pop-ons, cre-
ative lighting and mood and atmos-
phere are all professionally and skill-
full) utilized every day in today's
\ ideo tape medium.
Editing and A & R Roll mixes com-
bined into a new technique called
Intersync, ready films quickly for
broadcast use. This electronic device
has now been in use for eighteen
months and permits scene-by-scene
shooting in the same fashion as film
with o?ie or more cameras. It is
probable that 50$ of all video tape
production utilizes this technique in
one form or another, not only for
studio work, hut in order to optically
mix location shooting on its own or
with studio work. The greatest ad-
vantage of Intersync from the cre-
ative viewpoint is that these optical
mixes are made in a period of hours
following final shooting in the studio.
As a result, a complicated commercial
shot on video tape can be ready for
broadcast immediately, whereas sim-
ilar optical work on film would take
a period of weeks. One particular^
outstanding use of Intersync recently
was a commercial produced for the
Beech-Nut Gum Co., wherein all
scenes were shot as "wild" footage
without relationship to sound track.
and this "wild" footage was then
edited and mixed to audio tracks for
the final commercial.
We have stopped trying to prove
we can do what film can do— rather
We are demonstrating what video
tape can do that film cannot. Indeed,
in recent months exhaustive experi-
mental production sessions have been
done on a partnership basis with sev-
eral major clients and agencies. The
purpose of these tests has been not
onlj to confirm the inherent superior
picture qualitj of video tape as com-
pared to film when shown through
the television system, but to demon-
strate in what situations that picture
quality, combined with creative light-
mi;, mood and atmosphere, could bet-
ter show off a sponsor's product, ap-
plication and use of his product.
Among the many advantages of
video tape is the ability to see as you
create. Many creative people feel
iliis is an asset that far outweighs any
other asset of film or tape. More than
one copywriter has said that rather
than (imsider there are limitations
in writing for tape, there is actually
more flexibility in creating for tape
than there is for film. It is this flexi-
bility of seeing what you are doing,
improving as you go along and
changing as necessary that makes
video tape a dramatic new opportu-
nity in the whole field of up-grading
tv commercials. As more and more
creative people realize this and ap-
proach tape with completely open
minds there not only will be more
"interesting and imaginative" com-
mercials on video tape, but there will
be more "interesting and imagina-
tive" sales messages on the television
screen. ^
LATE-NIGHT TV
^Continued from page 37)
built and licensed during the '50s.)
For a few months the show con-
tinued with various hosts including
Paar. America after Dark followed,
with Jack Lescoulie as host. The pro-
gram featured night life throughout
the counlrv and columnists who cov-
ered the beats. It flopped.
Paar took over Tonight 29 July
1957 when it was being carried bj
70 stations. When he left 29 March,
it was on 181 stations. Carson will
begin with about 185.
Just as Paar now begins a weekly
nighttime show, so did Allen after
he left Tonight. He was with NRC
TV Sunday, then Monday nights,
and ARC TV Wednesdav nights. ^
HIDDEN CAMERAS
{Continued from page 39)
form once thev had learned that the
interview had been filmed as well as
audio taped. In addition, more
white-coated stake-outs were planted
flanking the end-aisle Heinz display.
These men tailed shoppers who were
"on-camera while interviews were
in progress. They obtained photo re-
leases once thev were out of sight of
\ldred and the interviewees.
Following the interviews. Maxon
capitalized on the pictures' publicit)
value and absolved its feeling of
debt to interviewees by posting pho-
tographs of all interview respondents
evenluallv selected for use in com-
mercials on a large board in each
supermarket.
I nder a sign entitled "Do you see
yourself?" the offer of $25 worth of
free groceries was made to each in-
terviewee whose picture was shown.
Food stores reported liking the ex-
citement engendered by the promo-
tion, as well as by the original in-
ten iews.
Out of the 150 interviews. 28 one-
minute commercials were developed
and used. Some commercials re-
mained with the same interviewee
for the whole minute, some gave two
inten iewees 30 seconds each, and
others "flipped" between three or
more interviewees within the minute.
The maximum number of interviews
used in one commercial was eight.
In this case, it was important to end
with an interview that effectively
capped the preceding interviews.
Without purporting to give a final
answer on the effectiveness of "hid-
den cameras" testimonial-type com-
mercials, Heinz reports that it still
seems safe to say that they represent
an economical marketing technique
with significant advantages to the
television advertiser who believes it
will he to his gain to "let the con-
sumer speak." ^
LICENSE PLATES
{Continued from page 41)
to the individual currency exchange?
"On the average," says Surgal, "each
sold 100 more plates than the previ-
ous year. This figures out to about
a. six-to-one return on each exchange s
dollar investment in the campaign. '
And Surgal points out a residual
benefit of the campaign : "Since sales
actually continue throughout the year,
thev are still ahead of last year."
As a result of the success in their
first television venture, the advertis-
ing committee of the Chicago Curren-
cy Exchange Association has ap-
proached its membership about a
year-round advertising budget to pro-
mote the many other services per-
formed by exchange-.
And right now, Surgal feels that it
is the Association's inclination to
stick with television, if such a budget
were approved. ^
SPONSOR
11 junf. 1962
SPONSOR /40-YEARjMBUJVI gf PIONEERJZADIO STATIONS
Our editors have selected the 275 pictures and story cap-
tions that make up a remarkable record of radio. It reveals a
great advertising medium as it was born and as it grew.
The 40-year Album will be, we believe, your book of the year.
We're anticipating a heavy demand with thousands of extra
copies beyond normal press-run. Order extra copies at $5
for hard cover edition, $1 for soft cover. The ALBUM will
arrive in same envelope with our 18 June edition.
SPONSOR
Address SPONSOR, 555 Fifth Avenue, New York 17
11 june 1962
51
5 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
times."
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-
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?
The Advertising Vnuncil ... for Public Service
If uou irimlii lifte to knotr morr ahottt Tht> .Xilii-rlisinii i ininril. this mm/nsino Hmiafsts
you writo to it for a frcv booklot; 2.', \\ i-st 15th Strvvt, \i'ir York :tti. X. » .
52
SPONSOR
11 june 1962
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."
FRANKLIN D. ROOSEVELT: "The volun-
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.
\* * G/?%
Religion in
American Life
KEEP IT BRIGHT
Aid to
Higher Education
ViTE
Contribute—
Work-Vote
Radio Free
Europe Fund
United Nations
Goals
for Americans
SPONSOR
11 june 1962
53
WSB-W
S3 GOES 1
To prepare a series of documentaries contrasting Europe in World
War II with today, WSB-TV sent two of its veteran newsmen -Hal Suit
and Joe Fain-directly to the scene. From over a mile and a half of
WSB-TV film, plus historical war film, has emerged a truly great
series. "Return," this series, is another example of programming
originality by Atlanta's traditional leader . . . WSB-TV.
CHANNEL 2
wsb-tv
ATLANTA
Repreifntftl In
54
Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Associated with WSOC/WSOCTV, Charlotte; WHIO/WHIO-TV, Dayton.
SPONSOR • 11 JUNK 1962
What's happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
II JUNE 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
FCC action on the CBS affiliate incentive compensation plan could cast some
light on eventual Commission handling of the network option time proceedings.
This became clear after commissioner Frederick Ford issued his dissent in the 6-1
decision holding the CBS plan in violation of FCC rules.
Ford first hit out at the decision at the very time the Justice Department is challenging
the practice in the courts on antitrust grounds. Then he added that the Commission action
might very well stop the suit in its tracks and he argued that it would "be most helpful to
have a ruling by the courts on the legality from an antitrust standpoint of this kind
of network compensation plan and its impact on the Commission's consideration
of option time."
There has as yet been no word from the Justice Department as to whether the antitrust
action against the CBS plan will now be dropped as moot. There probably will be no word
until and unless something is done.
Ford has been reported pretty much on the fence about option time. It may be noted
also that, where he called for illumination from the courts which might be applied to the
option time practice, the fact is that FCC proceedings specifically exclude the antitrust
question.
For this reason, the antitrust question need only be considered if the FCC fails to find
the practice contrary to the public interest on other grounds. Ford was one of those
voting against option time when the proceedings did include the antitrust question.
In the present proceedings, if he votes against option time, the court will be at least
4-3 to ban it — and there is the probability that another commissioner will switch from his pre-
vious position to make the ban carry by 5-2. If Ford votes for option time this go-round,
however, option time will be saved by a 4-3 vote. The other commissioner would be un-
likely to switch.
Another unusual aspect of the situation, and one which could be important, lies in the
fact that the FCC did move against a practice which the Justice Department had
already challenged. The two agencies in the past have followed an Alphonse-Gaston pro-
cedure.
Thus the Justice Department has held off action on network option time for years be-
cause the FCC had the matter under consideration. There is now a question as to whether
Justice will continue to hold off, if the final FCC decision on this matter continues to be
delayed.
Along with the freeze on most new radio stations, the FCC is simmering in a
very hot "economic protection" pot.
The freeze arose from the fact that the majority of commissioners became convinced
there are too many stations for the amount of financial support available. However, the
search will be for a means of turning down new bids for stations on engineering
grounds rather than financial ones.
Neither the FCC nor the broadcasting industry wants the situation to be such that exist-
ing stations become a protected monopoly which would thereafter have to be regulated
rigidly as such.
The commission is bending over backwards so far that in a recent case involving al-
leged injury to a local station by a community antenna system, the decision tried to tell
(Please turn to page 57)
SPONSOR
11 JUNE 1962
55
SPOT-SCOPE
Significant news, trends, buys
in national spot tv and radio
II JUNE 1962 It may too soon to tell, but Mohr & Eicoff has an account that could break
copyright 1962 really big in television, both spot and network: it's Horizon Land Development
sponsor Corp., an organization seeking investors in homesite acres and half-acres in the
PUBLICATIONS INC. Southwest.
The firm has already spent over $2 million in major market newspaper supplements
and a sizable budget in radio. Now Horizon is investigating tv, chiefly spot, with an
eye toward adult audiences.
If tv gets the nod, and the decision is expected any day now, the amount invested
would probably top $2 million because, according to agency sources, newsprint will be
continued but merely as a supplementary medium to tv.
While the country eyed with relief the stock market rally on Wall Street, na-
tional spot radio was having a rally all its own these past few weeks.
Tobacco, automotives and summer beverages sparked the upswing and one newcomer
to the national radio ranks unloading a chunk of money in the selective station me-
dium is Equitable Life Assurance Society (FC&B), buying 115 markets.
The insurance firm, by the way, has had network tv under surveillance for some time
but the decision to go with a major spot radio drive means a postponement of any such plan
until at least the end of this year.
For details of this and other spot activity of last week see items below.
SPOT TV BUYS
Lipton is buying for Good Humor. The campaign starts 8 or 15 July, depending on the
market and runs for 14 weeks. Time segments: live minutes in kids shows and some women-
appeal shows. Agency: MacManus, John & Adams. Buyer: John Martinez.
California & Hawaiian Sugar Refining Co. is using prime and fringe night minutes
in its latest campaign which started 9 June. Schedules will continue from six-11 weeks, de-
pending on the market. Agency : Honig-Cooper & Harrington, San Francisco.
Laddie Boy Dog Food starts today 11 June in a limited number of markets with schedules
of I.D.'s in non-prime time set to continue for eight weeks. Agency: Manoff. Buyer: Len
Ziegel.
Simoniz is buying for its Vista kitchen floor cleaner. The campaign, which will run for
six weeks, kicks off on 18 June. Time segments: minutes and breaks, both prime and
fringe night. Agency: Dancer-Fitzgerald-Sample. Buyer: Al Bonomolo.
Knorr Soups is in for six weeks with prime and fringe I.D.'s and prime breaks, with sched-
ules running on Wednesday, Thursday and Friday only. Agency: Dancer-Fitzgerald-Sample.
Buyer: Walter Adler.
Ex-Lax schedules are starting today in several markets. Campaign is of seven-week dura-
tion using daytime, fringe minutes and I.D.'s and prime breaks. Agency is Warwick & Legler
and the buyer is Jime Kearns.
Procter & Gamble kicks off today on behalf of Lilt home permanent, with schedules through
the P&G year. Time segments: nighttime minutes. Agency: Grey. Buyer: Hank Hudson.
B. T. Babbitt will promote its Vano Liquid Starch in selected markets starting 18 June.
Schedules of daytime, nighttime fringe minutes and breaks and I.D.'s are set for four-five
56
SPONSOR
11 june 1962
SPOT-SCOPE continued
weeks, depending on the market. Agency: Garfield, Hoffman & Conner, San Francisco. Buyer
is Frances Lindh.
Knox Gelatine is lining up markets for a 2 July start. The campaign is planned on a
limited-market basis for 26 weeks. Time segments: daytime and fringe I.D.'s. Agency: Charles
W. Hoyt. Buyer: Doug Humm.
Procter & Gamble kicks off on 4 July for its old standby Oxydol. Schedules run through
the P&G year in several markets. Time segments: nighttime minutes. Agency: Dancer-
Fitzgerald-Sample. Buyer: Bob Eagan.
R. J. Reynolds will promote various products starting 22 June through the end of the
summer with nighttime minutes, breaks and I.D.'s. Agency: William Esty. Buyer: John Phe-
lan.
Lever Brothers is kicking off new schedules in early July for six weeks. Day and night
minutes will be placed in 25-30 markets, three to five spots per week per market. Agency:
SSC&B, New York. Buyer: Chuck Woodruff.
SPOT RADIO BUYS
Equitable Life Assurance Society will launch a 16-week campaign in approximately 115
markets beginning 19 August. The drive is an extension of a spot radio test conducted in
24 markets last November. Agency: Foote, Cone & Belding New York.
Fisher Body Div. of General Motors is placing two-week runs to start 9 July, in about 40
markets. Morning and afternoon drive and afternoon minutes and 30's are being bought.
Agency: Kudner, New York. Buyer: Maria Carayas.
Dual Filter Tareyton is buying schedules in markets where it has sports shows. Morning
and afternoon rotating traffic minutes are being placed 16 July through 9 September. Agen-
cy: Lawrence C. Gumbinner. Buyer: George Blinn.
Best Foods is going into west coast markets with schedules for its mayonnaise. Day and
traffic minutes start 11 June for 12 weeks. Agency: Dancer-Fitzgerald-Sample, New York.
Buyer: Joe Campion.
Gulf Oil is going in as soon as possible for a five week run. About the top 10 will get day-
time minutes. Agency: Young & Rubicam, New York. Buyer: Chris Russell.
New York Central System begins a campaign 11 June in the top 10-12 markets. Sched-
ules are for two weeks with an adult male audience the target. Agency: Robert Conahay,
Inc., New York. Buyer: Marie Hughes.
WASHINGTON WEEK (Continued from page 55)
which came first, the chicken or the egg. The question was not whether the local, live
station could make money so much as it was whether it would lose money, be
forced off the air, and whether that would be in the public interest.
The House Commerce Committee appears to be faced with a decision as to
whether to report out a bill forbidding new stations on the clear channels for at
least a year and permitting higher power, or whether to compromise on a sense-
of-the-committee resolution to that effect.
This late in a horribly jammed-up election year session, a bill would probably fail, while
the FCC would likely honor a resolution.
SPONSOR • 11 JUNE 1962 57
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
II JUNE 1962 The advent of a third tv station in Syracuse, Rochester and Grand Rapids has
copyrnht 1962 given the rep business a competitive hypo the like of which it hasn't experienced
sponsor in several years.
publications inc. Station pitches have been few and far between, with representation changes largely at-
tributable in recent years to changes of ownership, the networks getting out of non-o&o
station representation or groups setting up their own spot sales organizations.
As a source of revenue any one of the three stations makes a nice plum for a rep.
Things are not exactly honeysuckles and roses between one of the soap giants
and a member of its agency stable.
The displeasure has been bilateral. The agency's is an oft heard one: the services keep
piling up and the margin of profit gets narrower.
They just don't give up trying to test the over-all obstinancy of stations to hold
to the rate card.
You might include among the softside seekers a kingpin among spenders like Col-
gate.
It had a couple fellows roaming the tv field to determine whether personal contact
could entice a cheaper cost-per-thousand. The explorers returned empty handed.
K&E had an unusual idea for the institutional side of the Shell account that
died aborning.
It was to repeat in selected markets, starting in July, 10 of the past season's hour films
of the Wonderful World of Golf. Suggested spotting was D time.
The client wouldn't go for it.
One way in which reps are certainly earning their money is getting stations out
of jams caused by disputes over violations of product protection.
There's where the rep's flair for diplomacy and negotiation comes into play. His job,
in case of an actual faux paux, is to see that the station, gets the most lenient treatment,
and, what is more important, that the schedule isn't switched to a competitive station.
You will have had to be around the business a very long time, if you can recall
when:
• The exclusive reps financed their overhead by inducing stations to guarantee them so
many dollars a week or month.
• Deteckatives Black & Blue (Iodent-Folger), Chandu the Magician (White King
Soap-A&P) and Skippy (General Mills) as five-a-week transcribed strips gave spot radio a
massive shot in the arm.
• The networks referred to some of their daytime operas as "love interest" drama, a la
Careless Love, Gloria Gay's Affairs, Polly Preston's Adventures and Moonshine and
Honeysuckle. None, incidentally, had sponsors.
• Smith Bros, put on a comedy team and called them Trade & Mark; Jones and Hare
were billed as the Happiness Boys; the Two Black Crows sold Majestic radios; hymn
sings like Seth Parker's highlighted Sunday night schedules.
58 sponsor • 11 JUNE 1962
Advertising helped it happen
. . . for the benefit of everyone in business, including
manufacturers and distributors of electric light bulbs.
Advertising helps businessmen sell new and better
products to other businessmen. By broadening markets
for both consumer and industrial products, it helps
business bring costs and selling prices down ... to the
mutual benefit of businessmen, their companies, their
families.
Prepared by the Advertising Federation of America and the Advertising Association of the West / Published through the courtesy of this publication.
SPONSOR
11 june 1962
59
SPONSOR
WEEK
Advertisers
WRAP-UP
Educational tv
(Continued from Sponsor Week)
Other surveys will look into ways
commercial stations can assist edu-
cational outlets, and ways in which
a larger pool of professional broad-
casting personnel can be developed.
Other members of the committee
are D. L. Provost, Hearst Corpora-
tion, Baltimore; Harold P. See,
KRON, San Francisco; Dr. Lawrence
Derthick, NEA; Dr. J. W. Edgar,
Texas State Commission of Educa-
tion; and Dr. Clifford M. Hardin,
chancellor, University of Nebraska.
Ideal Toy's finalized fall ad program
throws the entire network budget
of about $750,000 to CBS TV.
Beginning 15 September and con-
tinuing to Christmas, Ideal will co-
sponsor four programs in the net-
work's Saturday morning lineup.
The schedule will be supple-
mented in 55 markets with heavy
spot campaigns.
The FCC has signaled a red light on
the matter of "teaser" or "come-on"
campaigns.
In a public notice sent to stations,
the commission warned that spots
NEVER UNDERESTIMATE the power of
a woman is an old saw proved true at KRLA,
Los Angeles when new -female d.j. Shirley
(Sie) Holliday pulled big bundle of fanmail
STREET SCENE WBFM was on hand for
the formal dedication of New York's new
Park Ave. South. Staffers flank guest Chief
Lone Bear of the Pawnee Tribe of Oklahoma
TOP DADS in the broadcasting industry flank Alvin Austin, chairman of the National Father's
Day Committee as they receive the Committee's George Washington Medal. Honored as
broadcasting's representatives were CBS Radio's Arthur Godfrey and CBS TV's E. G. Marshall
MAY QUEEN at WGH, Norfolk, was Faye Elliott (c), chosen as the most typical. The
runners up stand by with the two station personalities who helped crown the queen, Bob Cal-
vert (I) and Gene Creasy (r). Station found the contest to be the biggest promotional plus
60
SPONSOR
11 june 1962
which don't identify the sponsor
or his product are serious violations
of the Communications Act.
Campaigns: Campbell Soup will use
three nighttime network tv shows
and radio to promote its June-August
"Soup 'N Sandwich" promotion . . .
What's an "umlaut?" The answer is
"The two little dots over the 'u' in
Wurzberger Hofbrau" which is the
theme of the radio campaign in
New York planned by new agency
Rose-Martin . . . Equitable Life
Assurance Society of the U.S. (FC&
B) will launch a 16-week spot radio
campaign in some 115 markets be-
ginning the week of 19 August.
PEOPLE ON THE MOVE: Edward J.
Keliy to the newly-created position of
assistant to the vice president in
charge of future planning at Borden
Foods . . . Arthur John Hocking to
manager of advertising and sales
promotion for the newly created con-
sumer and industrial products divi-
sion of United States Rubber.
•"ftJEL^iyBB vl^^
R. T. French has consolidated its
brand allocation into two agencies,
one old and one new.
Move number one was the shift
of its instant potato line ($1.5 mil-
lion) from JWT to K&E.
The second step in the consolida-
tion process came when French
moved all the brands based at
Compton (mustard, spaghetti sauce,
Chileo) and Richard A. Foley, Phil-
adelphia (pet food, silver and brass
polish) to JWT, giving that agency
total French brand billings of $4-5
million.
A new study which will probably serve
as a handy guidebook in the evalua-
tion of drive-time buying is off the
press.
It's the 1962 edition of Automobile
Facts and Figures, statistical year-
book published by the Automobile
Manufacturers Assn.
THfc TWAIN met when tv stations in the Norfolk-Newport News
area bought a schedule on WPAT, New York, to promote the mar-
ket. Halsey Barrett (WVEC-TV), Ed Hennessy (WAVY-TV), and Bob
Lambe (WTAR-TV) firm deal with WPAT mgr. Dan Weinig
STATION'S STORY is told by WIND, Chicago, gen. mgr. Ed
Wallis (I) at the Westinghouse stations' hospitality suite during
Super Market Institute Convention. Listening (l-r): Robert Marri-
ott (Climalene), Michael Disney (DArcy), Fred Vosse (WIND)
BETTY Award winner WFAA, Dallas gen. mgr. Mike Shapiro (sec-
ond from r) accepts trophy from ABET pres. Robert Keefe. On
hand were Dallas Mayor Earle Cabell (I) and Jack Rogers of
WBAP, Ft. Worth (r). Award is for contributions to broadcasting
SEMINAR to discuss tv's role in promoting area redevelopment
was held for civic and business leaders by WTAE, Pittsburgh. (L-r)
Edward Magee and John Grove of the Allegheny Conference on
Community Development talk with stn. exec. v. p. Leonard Kapner
SPONSOR
11 JUNE 1962
61
One of the highlights of the new
edition is a detailed breakdown by
states and regions of household
automobile ownership.
Agency appointments: Boyer Inter-
national Laboratories ($1 million) to
John W. Shaw from R. Jack Scott . . .
The Book division of Time Inc. to
Young & Rubicam . . . Quaker City
Chocolate and Confectionery to Don-
ahue & Coe, from Bauer-Tripp . . .
Sterling Drug's Glenbrook Laborator-
ies division (Instantini) to Benton &
Bowles, from Compton.
Celebration: Broadcast Clearing
House treated the trade to splits of
champagne to mark its recent for-
ward strides: (1) moving to expanded
New York headquarters, (2) opening
and staffing a new Chicago office,
(3) launching central billing opera-
tions.
Top brass: Budd Hemmick, L. D.
Griffith and W. Lee Abbott to the
board of directors at Kenyon & Eck-
hardt . . . Lee King to president and
creative director of Edward H. Weiss.
New v.p.'s: Lyle Blahna, Carl B.
Wheeler and John A. Masterson at
MacManus, John & Adams . . .
Charles E. Anderson and Norman R.
Grusby at Schwerin Research.
PEOPLE ON THE MOVE: Joseph
Kelley and Michael Keenan to asso-
ciate media directors at Lennen &
Newell . . . Ferrill T. Robinson to the
staff of the media-radio-tv depart-
ment at Ayer . . . Robert N. Wold to
account representative at Ayer, San
Francisco . . . Laurence F. Donino to
group supervisor in the New York
office of Ketchum, MacLeod & Grove
. . . Edward A. Fleig to media analyst
at Earle Ludgin . . . Earle M. Levine
to account executive at Fuller &
Smith & Ross, Boston . . . Norma
Lindikoff to media director at Uni-
versal Advertising . . . H. Grady
Chandler, Jr. to marketing group
head at Kenyon & Eckhardt . . . Dirk
Content to tv producer at Lawrence
C. Gumbinner . . . Robert D. Belden,
John H. Hatheway and Richard J.
Keegan to account supervisors at
Y&R . . . Rollins Smith to tv-radio
producer at D'Arcy . . . Herbert Yager
to Nides-Cini as account executive.
Associations
Broadcasters in Connecticut con-
tributed more than $10,500,000 of
radio and tv time during 1961 for
public service causes.
The state's Broadcasters Assn. re-
leased the figure tabulated on the
results of a survey on reports of 33
stations.
William K. McDaniel (NBC Radio ex-
ecutive v.p.) has made his first ap-
pointments as president of the In-
ternational Radio and Television So-
ciety (formerly RTES).
Martin L. Nierman (Petry) will head
the Round Table Committee; Cris
Rashbaum (Harrington, Righter &
Parsons) will chairman the Time
Buying and Selling Seminar; Tony
Faillace (Faillace Productions) will
take charge of the third annual
Broadcasting Follies and the Admis-
sions Committee will be helmed by
Ed Benedict (radio and tv division of
Triangle Publications).
PEOPLE ON THE MOVE: John L
Perry, assistant to the president of
the NAB, is resigning his regular
staff engagement to establish his
own Washington consulting service
in the fields of broadcasting, educa-
tion, publishing and federal and state
government . . . William R. Wyatt
(A. C. Nielsen) to president for a
second term, Cy Wagner (NBC TV) to
executive v.p., Alan Axtell (Katz Chi-
cago) to treasurer and Warren Mid-
dleton (Broadcasting Magazine) to
secretary of the Broadcast Advertis-
ing Club of Chicago . . . Kenneth F.
Small, director of WRUF (AM & FM),
Gainesville to executive secretary of
the Florida Assn. of Broadcasters
Jay Lewis, member of Variety's
Washington bureau, to publications
editor of the NAB, effective 18 June.
Tv Stations
Wax advertisers continued to expand
their ad budgets in 1961 with an in-
creasingly greater share going to tv,
according to TvB.
Total gross time and space expen-
ditures in consumer measured media
totalled $26.8 million last year with
89.4% for network and spot tv. This
compares with $19.6 million in 1960.
Floor and furniture polishes and
waxes had billings of $18,837,974
in 1961, up 11.5% from 1960 while
shoe polish billings were $5,057,842
in 1961, an increase of 85%.
S. C. Johnson was the leader again
in 1961 with total billings of $8,767,-
387 for its floor and furniture prod-
ucts, with 97.4% in tv, followed by
Simoniz with billings of $5,795,384,
95.4% in tv.
Measured consumer media expendi-
tures for candy and gum companies
also showed gains according to TvB,
rising 5.4% to hit $38.8 million for
1961.
Tv got 84% of the total with gross
time billings $32,645,278 again $29,-
265.803 in 1960. Spot billings last
year accounted for $19,270,100.
RKO General Inc. reports a 23.2%
increase in national advertising vol-
ume on its radio and tv stations for
the first four months of the year.
Radio billings were up 18% and
tv rose 24%.
Ideas at work:
• WISN-TV, Milwaukee's latest
pitch to advertisers is accompanied
by a spinning top to dramatize the
station's claim to number one posi-
tion in the market.
• WKBW-TV, Buffalo pokes some
high brow fun to promote its upcom-
ing network programs with a "classi-
cal art" exhibit. Old masterpieces
are captioned to coincide with the
fall tv fare as (for instance) Whis-
tler's Mother rocks over the tag line
"The Lawrence Welk Show" and the
Mona Lisa smiles knowingly at
"Guess Who's Getting Wagon Train
This Fall."
Sales: American Savings and Loan
Assn. (Anderson McConnell) has
purchased full sponsorship of two
hour-long specials entitled "For
62
SPONSOR
11 JUNE 1962
Which We Stand" on KNXT, Los An-
geles later this Spring.
PEOPLE ON THE MOVE: Herbert Res-
nick to director of sales and pro-
graming at Promotional Services Inc.
. . . Wayne F. McNulty to general
manager of KXLY (TV & AM), Spo-
kane . . . Zachary W. Land to assist-
ant general manager and James A.
Kontoleon to program director at
WHYN (TV & AM), Springfield . . .
Robert G. Fincannon to vice presi-
dent and general manager of WTAF
(TV), Marion, Ind. . . . Jack Hauser to
commercial manager for WFAA-TV,
Dallas.
Radio Stations
The local radio stations in the Tide-
water area have banded together to
form their own local ad bureau.
Branded The Tidewater Assn. of
Radio Broadcasters, the organiza-
tion's purpose is "the factual dis-
semination of information about the
radio medium."
Participating members: WBOF,
WCMS, WGH, WHIH, WNOR, WRAP,
WYFI, WTID.
There's an interesting example of
cooperation among the radio sta-
tions in Washington.
In connection with the Seattle
World's Fair, 28 stations in the state
and one Idaho station have formed
a network to carry the Fair news.
The stations are paying the line
charges themselves.
There are a minimum of four an-
nouncements per day, each 4V2
minutes. They carry the latest at-
tendance figures, weather, perform-
ing arts, special events, interviews
with visiting dignitaries, etc.
Three radio timebuyers and three
copywriters won free advertising
schedules for their clients and fm
stereo equipment for themselves in
the first annual "Stereo Spectacular
Awards" contest conducted by
WTFM, New York.
The contest invited buyers to sub-
mit one-minute commercials, styled
for stereo on behalf of their present
accounts. First prize of two $500
stereo consoles went to Edna S.
Cathcart and James Adams (Mathes)
for Canada Dry, which won three
weeks of 15 spots per week. Two
weeks of 10 spots per week went to
Paul Fitzgerald and Norman Her-
wood (Gumbinner) for Sacramento
Tomato Juice. Each got fm stereo
radios.
Third place commercial was sub-
mitted by Zee Guerra and George
Gilbert (Wexton) for Pinex (five spots
in one week and fm multiplex
radios).
Ideas at work:
• WNEW, New York awarded one
of the richest first prizes ever to the
winner of its "What Radio Means to
Me" contest. It was a three-room,
split level home in Berkeley Shores
on Barnegat Bay, N. J., and a motor
boat. Prize was valued at some
$17,000.
• KGBS, Los Angeles is running
a sweepstakes promotion. Some
$100,000 in cash and merchandise
prizes will be awarded to listeners
over a 12-month period.
• To celebrate its new affiliation
with ABC Radio, KRAK, Sacramento
asked listeners whose initials were
A. B.C. to send in their names and
addresses. An even two dozen re-
sponses were received at the sta-
tion and they were all saluted on
the air and awarded prizes for their
efforts.
• WSB, Atlanta ran a contest in
connection with its "Lights on and
Live" safety campaign for the best
use of a state-wide traffic slogan.
Winner got an auto tune-up, battery
and sparkplugs valued at $75.
• WOLF, Syracuse ran a 13-week
promotion in which 38 high schools
competed to see which could collect
the most empty Schuler's potato
chip bags and boxes.
• WVMC, Mt. Carmel, broadcast
the first of what it will make an an-
nual series— a "Talking Yearbook"
for the graduating class of the local
high school. Greetings from various
businesses took the place of hard-
sell commercials during the 60-min-
ute special.
Sports note: KFMB, San Diego has
signed a three-year contract with
the San Diego Chargers, Western di-
vision champs in the AFL, a,nd formed
a regional radio network.
Kudos: William M. Savitt, president
of WCCC (AM & FM), Hartford, was
recipient of The Charter Oak Medal,
highest award of the Greater Hart-
ford Chamber of Commerce . . . KFAB
won nine of the 18 awards for pro-
graming excellence distributed
among six Omaha stations by the
local Radio-Tv Council . . . The
San Antonio Real Estate Board's an-
nual award went to KAPE.
PEOPLE ON THE MOVE: Roger N.
Creaden to WJJD, Chicago as an ac-
count executive . . . Howard A. Kal-
menson to owner-manager of KWKW,
Pasadena/ Los Angeles . . . Buxton
L. (Buck) Johnson to New York sales
manager, John F. Sloan to director
of client relations and Donald F.
Maguire to account executive WPAT,
New York . . . Gary E. Willson to sales
manager of KROY, Sacramento . . .
"IT PAYS TO
use KTVE"
So says
Al Wilkinson
of
TWIN CITY
PONTIAC
in Monroe, La.
OVER IOO LOCAL
ADVERTISERS USE
KTVE REGULARLY
TO GET SALES
RESULTS 8c PROFITS
W]\&
KTVE
/
IO
CHANNEL
1/
ELDORADO MONROE GREENVILLE
REPRESENTED NATIONALLY BY:
VENARO RINTOUL O McCONNELL
CECIL BEAVER SOUTHERN REP.
SPONSOR
11 JUNE 1962
63
Thomas C. Crosnoe to vice president
and director of engineering of Gold-
en West Broadcasters . . . Benton
Paschall to general manager of
KSON, San Diego . . . Riley R. Gibson
to general manager of KXOA, Sacra-
mento, replacing Howard Haman
who has resigned, and Maurice Hill
to station manager . . . Irving Smith
Kogan to vice president of CCI . . .
Ed Busse. Jr. to advertising and pro-
motion director of KEX, Portland,
Ore. . . . Nick Bolton to general man-
ager of WKRC, Cincinnati, replacing
Hubbard Hood who is retiring.
Networks
Mattel, the toy maker, will continue
its nighttime sponsorship on ABC TV
through the 1962-G3 season.
It'll be the Beanie and Cecil car-
toons.
Borden (Y&R), absent from network
tv for two years, returns to the
medium in October with an average
of 12 minutes a week in eight NBC
TV daytimers.
Commitment covers the remainder
of 1962.
It's a corporate campaign and
budget is in addition to the money
normally spent by various Borden di-
visions in all media.
The firmed-up Saturday morning
line-up at NBC will lead off with
"The Ruff and Reddy Show," a color
cartoon series previously on the net-
work for three years.
Sponsors of the 9:30-10 a.m.
series: Quaker Oats. Marx Toys,
Horsman Dolls, Selchow & Righter
Games.
An hour more of color follows,
with "Shari Lewis" at 10 (Lever, Col-
gate, Remco and American Doll) and
"King Leonardo" at 10:30 (General
Mills, Sawyer's Inc., Perkins division
of General Foods).
Next in line-up is "Fury" (Hassen-
feld Bros., Kraft, Perkins division),
followed at 11:30 by Marx Toys'
"Marx Magic Midway." Saturday
morning winds up with "Make Room
for Daddy" (Hassenfeld).
NBC TV is peddling its 21 October
special colorcast of the National
Automobile Show to sponsors with
a total time and talent tag of $285,-
075.
The costs break down as follows:
$110,850 for time; $150,000 for net
program; $22,500 for agency commis-
sion; and $1,725 for networking
charges.
The network sales force is solicit-
ing sponsors who's pitch would be
directed at the automobile-buying
public.
PEOPLE ON THE MOVE: Nicholas C.
Gilles to vice president, business
affairs, Herbert S. Schlosser to vice
president, talent and program ad-
ministration, at NBC TV . . . Bernard
Krause, currently manager of con-
tracts, talent and rights, to director
of business affairs-administration
and Robert A. Jelinek, currently a
member of the business affairs staff,
to director of contracts, talent and
rights at CBS TV.
Film
Ziv-UA's "Ripcord" has racked up
the average audience share of 38.7%
in 108 Nielsen-measured markets for
the seven months its been on the
air.
The figure came from the film
firm's research department which
analyzed the Nielsen findings.
One instance of the show's ability
to compete favorable with network
fare was demonstrated in a three-
station market like Philadelphia.
WRCV, with "Ripcord," garnered a
49% share of audience, with the
same figure prevailing in Oklahoma
City (KWTV).
Sales: Seven Arts sold 82 post-1950
Warners features to WNAC-TV, Bos-
ton and 120 features to KOAT-TV,
Albuquerque and WALA-TV Mobile
. . . Jayark Films has signed another
five-year non-cancellable contract
with WPIX-TV, New York for "Bozo
the Clown." . . . Allied Artists Tv's
package of 13 "Bomba, the Jungle
Boy" features to 15 more stations
. . . Seven Arts made five additional
sales of the 13 one-hour tv concert
specials, raising the total markets
to 15.
PEOPLE ON THE MOVE: Henrietta
Jordon to vice president of Format
Films in charge of western sales
. . . Lewis J. Rachmil has resigned
as Ziv-UA vice president in charge
of production operations . . . E.
Jonny Graff, former president of
WNTA, New York and director of
NTA, to executive vice president of
Moss, Graff Associates . . . Harold
J. Klein, ABC Films' world-wide sales
manager, to the board of directors
and Raymond C. Fox to administra-
tive vice president at the network
film arm.
Public Service
The three Storer tv stations which
carried CBS TV's controversial "De-
fenders" show on abortion have
complied with an "equal time"
pledge made to viewers at the time
of the show.
WJBK-TV, Detroit, WAGA-TV, At-
lanta and WJW-TV, Cleveland pre-
sented a half-hour show entitled
"Reply to the Benefactors" origi-
nated and videotaped at WJBK-TV
and moderated by the station's news
and public affairs director Carl
Cederberg. Whereas the original net-
work show campaigned for liberali-
zation of abortion laws, the Storer
half hour brought together a group
of medical, religious and legal peo-
ple who took an anti-abortion stand.
Public service in action:
• In response to a request from
the Library of Congress, WCAU-TV,
Philadelphia has presented a film
print of its documentary, "Demons
in the Streets," to the Library in
Washington, D. C. On another front,
this station held its first Community
Service Seminar attended by more
than 100 representatives of charita-
ble, civic and educational institu-
tions to discuss ways in which the
organizations could use the station
for more effective campaigns.
• WTOP, Washington, D. C. is con-
ducting a series in the form of a
si-ovsoi;
11 june 1962
telephone forum to give the radio
audience opportunities to ask ques-
tions about the government of the
district, the Metropolitan Washing-
ton Council of Governments and city
and county governments in the met-
ropolitan region.
• A special 45-minute documen-
tary on drug addiction featuring
some of New York's leading physi-
cians and social workers was broad-
cast on WLIB yesterday.
• WCAU, Philadelphia announcer
Doug Arthur has been campaigning
on behalf of the Eye Foundation of
Delaware Valley which credits
Arthur with sparking 3,410 inquiries
of which 2,086 resulted in eye
pledges.
Kudos: Intermountain Network news
director Bruce Miller and flagship
station KALL, Salt Lake City were
sighted by the Utah State Bar Assn.
for contributions to justice and law
in the state.
PEOPLE ON THE MOVE: Alan New-
comb to director of public affairs
for the Jefferson Standard Broad-
casting Company.
Trade Dates
Top corporate management will ad-
dress the 45th National Conference
of the American Marketing Assn. 20-
22 June.
Among the distinguished list of
speakers is Norman Strouse, presi-
dent of J. Walter Thompson who will
discuss "Measuring Advertising's Val-
ue to the Economy."
Place: The Netherland Hilton Hotel
in Cincinnati.
The New York State Broadcasters
Assn. will conduct its first Manage-
ment Conference at the Gideon Put-
nam Hotel in Saratoga Springs from
6-9 September.
This is the first meeting of its
kind ever scheduled by the group
since its establishment in 1955.
Calendar: The fifth annual confer-
ence of the European Market Assn.
of Advertising Agencies will be held
this year in London on 13-14 Septem-
ber at headquarters of member agen-
cy Rex Publicity . . . Maryland-D. C.
Broadcasters' Assn. will hold its an-
nual convention in Ocean City on 21-
23 June . . . The Mutual Advertising
Agency Network will hold its second
national meeting for 1962 at the
Palmer House, Chicago on 21-23
June.
Equipment
McMartin Industries has just devel-
oped a stereo filter kit which can be
added to all its multiplex receivers
ever built.
The filtering circuit is designed to
eliminate the interference which oc-
curs when fm stereo and SCA- mul-
tiplex programing are transmitted
simultaneously.
It sells for $5 and has been tested
in 10 different markets under 10
different sets of field conditions.
A new microphone signal pre-ampli-
fier has been developed by ABC
engineers and manufactured by
Tare Electronics.
Completely transistorized, the "in-
line" pre-amplifier plugs into the
socket end of any standard micro-
phone and overcomes the loss of
signal and increase of noise nor-
mally experienced with the use of
long microphone cables.
The device got its first "on-air"
test during ABC's coverage of John
Glenn's orbital flight and was used
extensively for coverage of Scott
Carpenter's space trip in May.
Station Transactions
To expedite a speedier on-air date
for channel 13 in Rochester, eight
of the major applicants for the third
local channel have banded together
to form Channel 13 of Rochester and
file an application with the FCC for
a Special Temporary Authorization.
Officers of the corporation are
Harper Sibley, Jr. (chairman); Leon
Halperin (vice president); Dennis J.
Livadas (secretary); and William N.
Posner (treasurer).
These offices will be permanent
for the duration of the interim opera-
tion, with the exception of those of
chairman and v.p., which will rotate
each quarter.
WISE, Asheville has been sold for
$150,000.
Seller Harold H. Thorns also owns
WCOG, Greensboro, WKLM, Wilming-
ton, WAYS, Charlotte and WEAM,
Arlington.
Buyers are Charles McGuire, part
owner and manager of WGAT, Gate
City, Va. and John Lee Davenport of
Falls Church, Va.
Blackburn brokered the deal. ^
A single station market fulltimer that has a 10
year record of profitable operation. The market is
the agricultural and manufacturing center for
the area. 29% down.
MIDWEST
$175,000
This profitable 5 kw fulltime station is always
tops in audience. Complete staff available to new
owner. Only 29% down to qualified buyer.
NORTHWEST
$150,000
BLACKBURN & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO ATLANTA BEVERLY HILLS
James W. Blackburn H. W. Cassill Cliford B. Marshall Colin M. Selph
lack V Harvey William B. Ryan Stanley Whitaker Bennett Larson
loseph M. Sitrick Hub Jackson Robert M. Baird Calif. Bank Bldg.
Gerard F Hurley 333 N. Michigan Ave. |ohn C. Williams 9441 Wilshire Blvd.
RCA Building Chicago, Illinois 1102 Healey Bldg. Beverly Hills, Calif.
FEderal 3-9270 Financial 6-6460 JAckson 5-1576 CResrview 4-2770
SPONSOR
11 june 1962
65
how does a tatto
Two ways.
concern you ?
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.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
555 Fifth Ave. MU 7-8080 New York 17
WHAT ARE
YOUR
PHOTO
REQUIREMENTS?
"HADIBUTKNOWN"
w.
hen we show a prospective client
just a few samples of our publicity
photography, he more-than-likely ex-
claims, "Hadibutknown!" This puzzles
us for a moment but then he con-
tinues, nodding with approval. "Such
fine photos," he says, "such fair rates
('did you say only $22.50 for 3 pic-
tures, $6 each after that?') — and such
wonderful service ('one-hour delivery,
you say?') — why, )iad I but known
about you I would have called you
long ago." Well, next thing he does is
set our name down (like Abou Ben
Adhem's) to lead all the rest of the
photographers on his list. Soon, of
course, he calls us for an assignment
and from there on in he gets top
grade photos and we have another
satisfied account. (Here are a few of
them: Association of National Adver-
tisers — Advertising Federation of
America — Bristol-Myers Co. — S.
Hurok — Lord & Taylor — New York
Philharmonic — Seeing Eye — Visit-
ing Nurse Service of New York.) Why
don't you call now and have our rep-
resentative show you a few samples
of our work?
BAKALAR-COSMO
PHOTOGRAPHERS
111 W. 56th St., N.Y.C. 19
212 CI 6-3476
Tv and radio
NEWSMAKERS
1,|
Stanley Newman has been named vice
president and media director for Hicks &
H J Greist. He will direct a newly-combined
all-media department, responsible for plan-
^ ling, evaluation and purchase of print and
^4 ' broadcast media. Newman comes to Hicks
^k^ftfe J ^^ & Greisl from Richard Manoff where he's
Wk ^ I ^ been foi the past four and a half years, for
the past three as media director. His
agency career began at Mogul Williams & Sa\lor in 1956 as a time-
buyer. Newman is a member of New York Media Planners.
Harold C. Crump, local sales manager at
WLAC-TV, has been promoted to general
sales manager of the Nashville outlet.
Crump joined the station in 1956 as an
account executive. He became local sales
manager three years later. A graduate of
the University of Mississippi, he served
two years in the Air Force stationed in
Germany. Crump first began in the ad-
vertising industry with the Blytheville I Arkansas) Courier News
Journal as assistant advertising manager.
James R. Hoel, a member of the NBC
Chicago Tv Spot Sales staff since September
1959, has been promoted to the post of
local sales manager of WNBQ (TV), Chi-
cago. Prior to 1959 Hoel was sales man-
ager of WTCN-TV, Minneapolis for two
\ears. Before that he was a salesman with
Katz station representatives in Chicago for
nine years, from 1918 to 1957. He began
his business career as an advertising salesman with the Chicago
Tribune in 1947.
Leon N. Lowenthal has been appointed
to the newly-created post of director of
sales development of Taft Broadcasting.
Lowenthal, formerly general manager of
the Taft fm division, will now be concerned
with research, presentations, and commer-
cial production for all Taft properties, am,
fm and tv. Lowenthal has been general
manager of WKRC (FM), Cincinnati since
April 1958. He was previously associated with Gordon Broadcast-
ing as vice president and general manager of Musicast, Inc.
68
SPONSOR
11 june 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"A single rate card may be economically feasible for a small market station.
It is proving successful for us," says Charles E. Stuart, treasurer and sales
manager of WOHI, East Liverpool, Ohio. Stuart, 24, and his partner,
Joseph D. Coons, are both graduates of Union College in Schenectady,
N. Y ., and newcomers to broadcasting. They purchased WOHI a year ago
and have attacked the problems of broadcasting with the views of outsiders,
not imbued with past prejudices. Using fresh creativity and untested knowl-
edge, they have solved the rate problem for their station, and possibly others.
Newcomer's solution to oldtime rate problem
In writing this, it is not my intention to suggest that a
single rate policy is the panacea for the various rate ills of
the broadcasting industry, nor do I believe that our policy
is applicable or practical for all stations. It is proving
successful for us though, and should be advantageous to
other small market stations.
From the very beginning rates were our most serious
problem. We, as newcomers to broadcasting, experienced
a "plus over normal" share of business connundrums, but
none as frequent or disturbing as the donnybrooks which
resulted when salesman, representative, agency and client
met and debated about national versus local rates.
With the purchase of WOHI we inherited, along with
turntables, transmitters etc., a rather archaic rate structure
which was seemingly based upon the Procrustes — Jay
Gould principles of flexibility and "what the traffic will
bear." There was a 15% differentiation between not only
local and regional rates, but between the regional and
national cards as well. This, it seemed to us, placed an
undue burden upon those advertisers who had been so
unfortunate as to engage an out-of-state advertising agency.
Accordingly, our initial action was to eliminate the na-
tional rate and to simply offer the local rate to area, non-
agency advertisers, and a regional-national rate which was
17.65% higher than the retail. We reasoned that when
both the agency and our representative extracted their
commissions that the net effect would be the same as a
local sale made by a commissionable salesman. This sys-
tem was analogous to the square wheel which functioned
perfectly until tested.
Our new system was inaugurated by a New York agency
notorious for demanding end rates for their clients. They
made it clear that they were not at all interested in our
national rates, that the buy depended upon our meeting
their demands, and that circumnavigation of reps was a
game everyone played.
We resolved this particular disagreement by maintaining,
with Gandhi-like resolution, our feeling against fraudulent
rate cutting. Eventually, the buy came at the national and
proper rate, but not before we regretfully lost sales.
After several such experiences with national advertisers
we began casting about for a preventative solution.
We first contemplated a single rate policy after an in-
vestigation of selling costs. Different rate scales existed
at WOHI not because of the more valuable coverage af-
forded a national advertiser, as occurs with a higher
powered station, but solely because we were loath to lose
an additional 15% of our revenue. But, were we really
losing it? As we discovered upon further review, perhaps
not, for when a schedule is sold through a representative
several important station functions are absorbed.
This sphere of operation includes continuity writing,
salesmen's commissions, travel and entertainment, bad
debt loss, and time.
Consider the first of these, copywriting. Normally the
radio station supplies the continuity service and employs
a copywriter to this end. Although this man is paid a
straight salary we found that, in our case, these wages
amount to approximately 8% of local spot sales. When a
sale is made to advertising agencies they usually, supply
the copy and talent saving 8%, and often do a better job.
Several small savings are also accrued in the areas of
bad debt loss and travel and entertainment.
Finally, and of primary importance, is the saving in
sales time. The fact is that our salesmen are much more val-
uable to us in our home town and that the same amount of
time devoted to interesting one regional and national ac-
count might well result in several orders on the local level.
We feel that this saving in time is of sufficient impor-
tance that it will offset the remaining 6% of "lost" revenue.
The net result of our change is that both the agencies,
their clients, and our rep are happy. We no longer have
any arguments with them about rates and we are getting a
fair value for our time. This is realism. ^
SPONSOR
11 JUNE 1962
69
SPONSOR
Edgar Kobak
The one comment heard most frequently around New York
lasl week, following the news of Edgar Kobak's death by
coronary in Atlantic City, was the simple statement, "I've
losl a good friend."
I ■'< w men in our industry have ever matched Ed Kobak's
talent for friendship and few, if any, have ever equalled his
ability to involve himself deeply and importantly in every
facet and phase of this complex business.
He was. of course, a one-time NBC sales manager, execu-
tive v.p. of the Blue Network Company (later ABC) and
president of Mutual. But these high posts were only a small
part of Ed's many-sided activities.
He was a past president of the AFA and the ARF, first
chairman of the BAB (now RAB), a one time director of the
NAB, the Advertising Council, and the American Manage-
ment Association to mention a few.
Hi- background included 18 years of tradepaper publish-
ing with McGraw-Hill, four years in the agency business
with Lord & Thomas, 13 years as business consultant to such
blue chip firms as Lever Bros., Miles Laboratories, and many
other-.
\\ ith such rich and varied experience, it is little won-
der that Kobak was regarded by many of us as the one,
really authentic "elder statesman" of our industry.
And what an elder statesman he was! Constantly active,
constantly interested, constantly alive and in touch with
every trade development. In later years, he loved to de-
scribe himself as a "gadfly" — who protested and wrote and
phoned about any industry person or development which
disturbed him, but who was equally quick to praise whatever
he found good.
He was a great man. was Ed Kobak. We are proud to have
known him, proud to have had him as a friend and proud
that broadcasting, publishing, and advertising could produce
such a versatile and influential figure.
W hat he stood for — a consuming interest, a passionate
loyalt] and an insistence on straight-forward truth and in-
telligent action in the affairs of our industry — these are qual-
ities which all of us should aspire to. ^
lO-SECOND SPOTS
Food: Sall\ Ann Howes, who will be
a guest panelist on CBS TV's day-
time To Tell The Truth the week of
18 June, remarked to an interviewer
on a women's radio show, '"Kids to-
day are spoiled by special foods.
When I was a baby they gave me
lobster a la Newberg. And my mother
didn't throw me over her shoulder
and burp me. either — she gave me
Alka Seltzer."
Ambition: Said model Holly Harris,
in Show magazine, "I'm going to get
rich — either by being a lady gambler
or by being a tv spokeswoman like
Betty Furness and opening refrigera-
tor doors."
Success: Anne Bancroft, who was
cited by the critics for her role in
hoth the play and motion picture
version of The Miracle Worker, re-
marks of her childhood, "One year
we were thrown out on the street so
often my mother started to make
lampshades for the lamppost."
Garment business talk: In the
Broadwav musical "I Can Get It For
You Wholesale." someone says of
Barbara Streisand, who plays a man-
hungry girl, "It's the way she acts
with men. She makes a man feel like
he's two pounds of meat at the dog
show."
Television: Just as they began tap-
ing the sequence showing the build-
ing of Noah's Ark for the Breck
Golden Showcase production of Igor
Stravinsky's Noah and the Flood
(on CBS TV, 14 June), guess what
happened? It began to rain.
Psychiatry: Johnny Carson com-
mented on CBS TV's What's My
Line, "What this country needs is a
psychiatrist who goes door-to-door
with a pushcart and a hammock."
Money: In David Merrick's hit
Broadway musical "Subways Are
For Sleeping," Sidney Chaplin says.
"When I was a kid I was unjustly
accused of stealing 38 cents and ran
away."
"Where did you go?" asks Carol
Lawrence.
"Where can you go on 38 cents?"
replies Chaplin.
ro
SPONSOR
11 june 1962
PleeiHy. . .it was embarrassing"
Ever sit in an audience hoping for one award . . . then
get called from your seat for every presentation ? We
just did. Four times we walked forward for the Casper*
awards from the Community Service Council of Metro-
politan Indianapolis (that's supported by over 400 com-
munity organizations).
National honors are nice, but Casper awards are
number one on our list. They're local . . . from
our neighbors, our community, our market. There
were four broadcast awards this year. One each for
community service programing and outstanding local
interest news presentations, in
both radio and television. "WFBM
. . .WFBM . . .WFBM . . .WFBM."
Represented by The KATZ Agency
•"Community Appreciation for Service in the
field of Public Enlightenment and Relations"
TV
NBC I | INDIANAPOLIS
6
Vi'i mm
Rjd 1260
TIME-LIFE BROADCAST INC.
Washington conversation stopper. . WRC TV wins 5 out of 6 Emmiest It was an overwhelm-
ing vote of confidence. WRC -TV programs and personalities made it virtually a clean sweep in the
14th Annual Emmy Awards: "Decade of Crisis" honored in two categories -"outstanding educa-
tional program" and "most outstanding interview and/or discussion program." "Profile: City in
the Civil War"— judged "most outstanding public affairs program." Bryson Rash, WRC-TV's dis-
tinguished news analyst and commentator, voted "outstanding local personality." And "Bozo the
Clown" named "best children's program." These are typical of the people and programs that have
made WRC-TV truly the leadership station in the nation's capital! 1171} P-TIT^ D5U
IN WASHINGTON SeTo^4.
REPRESENTED BY NBC SPOT SALES
SPONSOR
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
11 JUNE 1962— 40c a copy / $8 a year
SPONSOR CODES —
Their influence on pro-
gram content wanes as
tv tries more meaty
material p 27
TALENT VACUUM
I — Freberg's winning
streak in radio com-
mercials— why is he
alone? p 30
Albuquerque
3 Atlanta
* Buffalo
^ Chicago
3K Cleveland
iA DallasFt. Worth
. Duluth-Superior
KPRC Houston
WDAF Kansas City
KARK Little Rock
KLAC Los Angeles
WINZ Miami
KSTP . Minneapolis-St. Paul
WTAR Norfolk-Newport News
3&
moves
with
a
going
America
Train, plane, bus and car— America is a nation al-
ways on the move. Radio reaches people wherever
they are, wherever they're going, and on their way
as well. Best of all, with Spot Radio you pick the
right time and place to sell them. These great sta-
tions will sell your product!
KFAB
KPOJ
WRNL
WROC
KCRA
WOAI
KFMB
Omaha
Portland
Richmond
Rochester
Sacramento
San Antonio
San Diego
KMA Shenandoah
KREM Spokane
WGTO Tampa-Lakeland-Orlando
KVOO Tulsa
KIRL Wichita
Intermountain Network
Kinliu Division
Edward Petry & Co., Inc.
The Original Station
Re{>re:,entatit e
NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
"next to KONO-tv. ..
• this is the perfect way to
reflect your best image"
San Antonio's
KONO TV, ABC in San Antonio, gives you more audience than
either competitor with 45% . . . while others follow with 31 % and 26%.
(10:00 PM to Midnight, Monday thru Sunday, ARB March '62)
Double your image impact on KONO TV
I
THE KATZ AGENCY, inc.
National Representatives
SFCEIV
1 8 1952
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
Part 1 of 2 Parts
18 JUNE 1962— 40c a copy / $8 a year
RESEARCH SNAG—
ARB reveals new data
formats, Nielsen sees
no current industry
mandate p 29
ETV's NEW LOOK—
Big business goes 'edu-
cational' on tv, discov-
ers quality image pays
off P33
£
BLAIR
GROUP
PLAN
MEMBER
ROCHESTER, N. Y.
#
That's what Pulse says after comparing the March Rochester
metropolitan survey with recent surveys in all other American cities
supporting six or more stations. WBBF's share of audience-
39% mornings, 49% afternoons, 53% evenings-ran off with
the honors. Influential station? Rochesterians, who applaud BBF's
shiny new program ideas and who heed and respond to BBF
editorials, really think so.
• « • • ,
KNOW
THE
.-•■' THEN, "•••.
YOU'LL .
BUY
TERRE HAUTE .
• • • •
• •
TERRE HAUTE LEADS...
WTHI-TV is the Nation's Number One Single Station Market in Homes
Delivered Per Average Quarter-Hour (6:00 PM to Midnight-45,000)*
TERRE HAUTE LEADS...
WTHI-TV reaches MORE Homes Per Average Quarter-Hour than any
Indiana station** (6:30-10 :00 PM, Net Option Time, Monday through Sunday)
WTHI-TV
TERRE HAUTE
53,600
SOUTH BEND
Station A-26,300
Station B-32,300
Station C-32,300
EVANSVILLE
Station A-46,800
Station B-25,200
Station C-26,400
FORT WAYNE
Station A-29,500
Station B-33,800
Station C-31,200
TERRE HAUTE LEADS
• WTHI-TV is Your Second "Must Buy" in Indiana
*Basis March 1962 ARB
"Except Indianapolis
Represented by
Edward Petry & Co., Inc.
WTHI-TV
CHANNEL 10 • CBS -ABC
TERRE HAUTE, INDIANA
Wew Origans
. a*»~JJ?<4S»i
• ffflgk
6;
^B
■» ' ■'«■ '■f:.^,
j
^^^ • w JS^J^
Only WDSU-TY a
telecasts Wew Orleans 1
exciting events 1
Iiv&in color 1
■*/ ', -
WD3U-TV: THE MOST
COIOKEUL STATION
IN AMERICA'S MOST
COIOKFUL CITY
I^S&RES
New Orleans Open Golf Tournament. Covered live and in color by WDSU-TV this year . . . climaxing 4 years, of broadcasting this
all-important event for thousands of local golf enthusiasts.
Mardi Gras. For many years, WDSU-TV has televised all the gaiety of the Mardi Gras season — day and night parades, masque
balls and the great day itself. This year, the majestic Rex parade was telecast live and in color by WDSU-TV.
$50,000 New Orleans Handicap. Richest race of the year at historic New Orleans Fair Grounds. Covered live and in color by
WDSU-TV, which also televises the Fair Grounds' feature race every Saturday throughout the season.
>ugar Bowl. In addition to carrying NBC-TV's traditional Sugar Bowl Football Game colorcast, WDSU-TV telecast live and in
color the 1962 Sugar Bowl Basketball Tournament.
want
to talk
market ?
SPONSOR has
assembled 80 separate
ads showing you how
different stations have
tackled the various
phases of this prob-
lem. Ads in all sizes
from a full page
down to a 1/6 page
in both color and
black and
white.
Whether you want
to talk markets,
buying power, public
service . . . whatever
image you want to
create — you'll find
dozens of examples in
this invaluable source
book — the only an-
thology of its kind!
It's bound to spark
ideas of your own.
N
THE WEEKLY MAGAZINE TV RADIO ADVERTISERS USE
© Vol 16, No. 25 • 18 JUNE 1962
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ARTICLES
ARB's new data puts admen in 'qualitative quandary'
29 sponsor's computer report no. 4 presents latest developments in the
demographic dilemma, reveals ARB's '62-'63 formats. Nielsen Co. position
Etv gets big business boost
33 'The 4th Network,' with its fast-growing educational tv service, has large
roster of underwriters, including IBM. Humble Oil. and American Cyanamid
Look Dad, the Timebuyer's Twist!
36 sponsor spoof tells how young Madison Avenue timebuyer at Mashie,
Slice, and Niblick invents the Twist and climbs from clerk to agency v.p.
If news is what you want, ask radio
38 There may have been a 30-day newspaper strike in Detroit recently, but
the way the broadcasters dished up the news, who would have missed it
NBC hits TvAR 'tilt' study
40 Web claims TvAR overstated coverage of top 20 market stations:
Seeks to 'level the slant': calls attention to low cost to advertisers
NEWS: Sponsor- Week 11, Sponsor-Scope 23. Sponsor-Week Wrap-Up
52, Washington Week 59, Spot-Scope 60, Sponsor Hears 62. Tv and Radio
Newsmakers 68
DEPARTMENTS: 555/5th 16, Commercial Commentary 18,
Timebuyer's Corner 44, Seller's Viewpoint 69. Sponsor Speaks 70, Ten-Second
Spots 70
Officers: Norman R. Glenn, president and publisher; Bernard Piatt, ex-
ecutive vice president; Elaine Couper Glenn, secretary-treasurer.
Editorial: editor, John E. McMillin: news editor, Ben Bodec; senior editor.
Jo Ranson; Chicago manager, Gwen Smart; assistant news editor, Heyward
Ehrlich; associate editors. Mary Lou Ponsell, Jack Lindrup. Mrs. Ruth S
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor, Jack Ansell, colum-
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love:
editorial research, Mrs. Carole Ferster; special projects editor, David Wisely.
Advertising: general sales manager, Willard L. Dougherty: southern
manager, Herbert M. Martin. Jr. ; midwest manager, Larry G. Spongier : western
manager, George G. Dietrich, Jr.; northern manager, Ed Connor; production
manager, Leonice K. Mertz.
Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs.
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Svd
Guttman: secretary to the publisher, Charles Na<sh; George Becker. Michael
Crocco, Patricia L. Hercula, Mrs. Judith Lyons, Mrs. Manuela Santa/la. Irene
Sulzbach : reader service, Mrs. Lenore Roland.
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 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. (11), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40*. Printed U.S.A. Published weekly. Second
class postage paid at Baltimore, Md.
SELLING THE
UPPER MIDWEST?
DON'T FALL
73,496 SQUARE
MILES SHORT
OF GETTING IT!
Your product sales fall short
of their rightful goals without
KELO-LAND - the Sioux
Falls-103 County market that
sprawls between the Minne-
apolis and Omaha markets, be-
yond television reach of either
of them. But you can fill in this
vital 73,496-square mile trading
area - the KELO-LAND Com-
mon Market - with a single-
station origination of your sales
message. Your commercial on
KELO-tv Sioux Falls flows
automatically, instantaneously
through interconnected KDLO-
tv and KPLO-tv to cover it all.
Only KELO-LAND TV gives
you this full product exposure
throughout this great salesland.
Your commercial on KELO-LAND TV
reaches 20% more homes than
Omaha's highest rated station,
12.8% more than Denver's, 65.6%
more than Des Moines'. — ARB
Market Report, Av. Quarter-Hour
Homes Reached 9 a.m. to Midnight,
7 Days a Week — March 1962.
CBS • ABC
kelQland
KELO-tv SIOUX FALLS; and interconnected
KDLO-tv and KPLO-tv
)OE FLOYD, Pres. • Evans Nord, Executive Vice
Pres. & Cen. Mgr. • Larry Bentson, Vice-Pres.
Represented nationally byH-R
In Minneapolis by Wayne Evans
ni/f'M«7
Midcontinent
Broadcasting Group
KELO-LAND/tv & radio Sioux
Fulls, S.D. j WLOL/am, fm
Minneapolis-St. Pauli
VVKOW/am &• tv Madison,
Wis i KSO Des Moines
SPONSOR
18 june 1962
\s the won
LARRY PENNELL and KEN CURTIS
starring for a Second Big Year
as the skydiving heroes of
TV'S MOST SUCCESSFUL SERIES OF NEW ACTION DRAMAS
SSs.
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om TV Lancaster. ct
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S^V El Pa-
QQ ALL-NEW
OO ADVENTURES
NOW AVAILABLE
thru your
ZIV- UNITED ARTISTS
Representative
The Exception To The Rule
wk rg.t v
Mobile — Channel 5 — Pensacola
MOBILE-PENSACOLA
>ACOLA
iACOLA
IfA RO>0*T
MARCH, 1962
19*1
[MARCH, I960
war
®
Svtf Share ^L5SS2SaqT"
MAkKH «{PO«T
MPOtT
10
WKRG-TV Mobile-Pensacola has enjoyed
50% or More Share of Audience in every March ARB
Measurement Since 1959 . . . From 9:00 AM to Midnight
For Details Call
A VER Y-KNODEL —Representatives
or: C. P. PERSONS, JR., General Manager
SPONSOR • 18 JUNE 1962
18 June 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
P&G BACKS PROTECTION
Advertiser accepts agencies' suggestion of 15 minutes
protection as mandatory to all participations orders
As far as P&G is concerned, there
are no "ifs" and "ors" about the
preservation of the 15-minute prod-
uct protection margin.
The various P&G agencies have
recommended to Cincinnati that it
insist on the 15-minute proviso in
all new spot tv business placed and
the advertiser, a spender of over $50
million in that medium last year, has
bought the idea.
In other words, the procedure of
the P&G agencies will be to ask
the station as they submit their
availabilities whether they are pre-
pared to guarantee 15-minutes pro-
tection, whether it be in the day,
prime time or fringe time.
If the answer is not unequivocably
in the affirmative, there'll be no or-
der.
In the meantime the Westinghouse
stations, which started the latest
product protection furore by limit-
ing the margin to 10 minutes — at the
minimum — have sought to work out
some sort of satisfactory accommo-
dation directly with P&G, but with-
out any intent to change basically
its new policy.
For P&G this stance, obviously re-
quires considerable delicacy. Aware
of its power and weight as the coun-
try's largest advertiser (it spends
well over $100 million a year) P&G
has always been disposed to treat
media with the utmost of indulgence
and amiability. It has leaned away
from appearing to use this strength
arbitrarily or uncautiously.
Groups other than WBC have al-
ready indicated their favoring a re-
duction in the product protection
"standard" and so have a growing
number of important stations in key
markets.
With P&G backing its agency for
a showdown on this issue, it can be
said that the fat is really in the
fire, and the outcome could be of
historic importance for the medium.
TvB MULLING ARB
DEMOGRAPHIC SERVICE
TvB's board of directors meets
this week to tackle the ticklish ques-
tion of whether or not to make
a membership recommendation on
ARB's proposed inclusion of demo-
graphic audience data in its local
rating reports, starting September.
The basis of discussion is an in-
terim report on a special TvB in-
quiry which has been wrestling with
two points: 1) do the major spot tv
agencies really want this demo-
graphic material, 2) and if it's im-
portant to them, should the stations
underwrite the project via increased
fees to ARB.
The committee exchanged points
of view on the need for, and agency
support of, this additional tv data
(Continued on page 14, col. 2)
Storer holds firm
Last week Storer s tv divi-
sion v.p., Bill Michaels, an-
nounced that no changes in
product protection for its five
stations are expected. The an-
nouncement came in reply to
the recent inquir) from Ted
Bates.
Michaels emphasized that
there is nothing specific about
product protection in the usual
station contract.
The Storer v.p. said: "There
are just too many nuances, too
many widely conflicting views."
Michaels insisted that adver-
tisers were getting more pro-
tection than they requested in
most cases.
According to the Storer
statement, its stations adhere
to a policy of no conflicting
product on adjacency: approxi-
mate fifteen minute separations
and no product conflict on suc-
cessive inserts in participating
programs.
NBC TV books $2.5 million
additional for 1962-63 .
NBC TV wrote an estimated $2.5
million in advance 1962-63 business
last week. Almost all of its participa-
tions are in nighttime programs.
Mennen (Grey), Corning Class
(N. W. Ayer), Fritos (D-F-S), Shick
(NC&K), and Leeming (Esty), made
nighttime participations purchases.
Quaker Oats (Lynn Baker) bought
a group of daytime quarter hours.
SPONSOR
18 june 1962
11
SP0NS0R-WEEK/18 June 1962
LAND, TRADING STAMPS
SWELL RADIO ORDERS
Station groups are making all
sorts of discoveries as a result of
using data machines to analyze
business trends.
CBS Radio spot sales, for exam-
ple, found some important tenden-
cies within the 8% overall increase
of business in the first four months
of this year. The top six advertiser
categories increased their share by
15.8%, and food and travel again
took the one-two spots.
But there was special significance
in the increase of consumer serv-
ices spending by 39%, biggest rise
in the study, jumping the category
from fifth to third place.
What's behind the sudden rise of
consumer services to third place
is heavy spending in areas such as
real estate and trading stamps,
coming on top of buying in banking,
insurance, and loan fields. In fact,
CBS reports that Horizon Land, a
home and vacation site type of de-
veloper, placed one of the biggest
orders in memory of its type with
the Los Angeles office.
Oddly enough, the proliferation
of credit cards hasn't contributed
much to spending on the radio sta-
tions represented.
Tobacco, autos & accessories,
and drugs occupied fourth through
sixth place in the study.
H-R to represent
third Tampa tv outlet
H-R will represent the new third
tv channel in Tampa, which goes on
the air this fall.
The station has the call letters
WTSP-TV, indicating its expected
coverage of Tampa and St. Peters-
burg, but there's a move afoot to
change the letters to WLCY-TV to
take advantage of the familiar ra-
dio station with those letters.
The new station is affiliated with
ABC TV.
Radio Hall of Fame
selects fourteen
Chicago:
The first selections for the
Radio Hall of Fame were an-
nounced here last week by the
American College of Radio
Arts, Crafts & Sciences.
The 14 names listed this year
include: Amos and Andy (Free-
man Gosden and Charles Cor-
relli. Fred Allen, Jack Benny,
Norman Corvvin, Dr. Lee de
Forest, Arthur Godfrey, H. V.
Kaltenborn, Graham McNamee,
Don McNeill, Guglielmo Mar-
coni, Edward R. Murrow, Gen.
David Sarnoff, Kate Smith, and
Paul White.
A special room for the hall
of fame is being opened on the
third floor of the Conrad Hil-
ton Hotel here.
ATLANTA REPS ASSN.
MAKES RADIO/TV AWARDS
Atlanta:
The Atlanta Radio and Television
Representative Association made its
fourth annual awards for commer-
cials last week, giving first prizes to
LNB&L for Rich's Store in radio
and McC-E for Coca-Cola for tv.
Judges were Moreland Moncrief,
past president of Atlanta Advertising
Club, Howard Dye, president-elect of
Sales Executive Club of Atlanta, and
Jack Williams, secretary of Georgia
Association of Broadcasters.
It's re-runs 10 to 1
in syndication future
In syndication for 1962-63 there's
every indication the ratio of off-net-
work re-runs to first runs will be as
high as ten to one.
Trade estimates are that there'll
be over 30 re-runs, some of them
full-hours and some with several
years of backlog.
(Continued on page 52, col. 1)
3 ALLEREST SPECIALS
IN 4 DAYS ON ABC TV
Allerest (Papert, Koenig & Louis)
will present three full-hour specials
during the four-day period 11-14
August over ABC TV.
Such a buy is unique and so is
the product marketing problem: to
catch the brief ragweed season with
the hay fever relief tablets.
The three specials are Invitation
to Paris, The Bing Crosby Show, and
a one man Shelly Berman show.
Each will be seen at 10-11 p.m. EDT.
The first two are repeats.
O'Connor, Koenig
named Boiling v.p.'s
The Boiling Company, station rep-
resentatives, has created two new
posts: sales vice presidencies for
its radio and its tv activities, effec-
tive today.
Robert O'Connor, former tv sales
__ executive for
^""^k The K a t z
m Agency, has
% 4Gb E been named
g^t^M v.p. for tv
jL sales. He be-
~~^^r^^^. §an nisbroad-
Jmf^ ^fl casting career
■Kv^ 20 years ago
R. O'Connor as a time-
buyer for Esty and has also served
for Avery-Knodel and on the sales
staffc of several magazines.
Richard G. Koenig has been named
v.p. for radio
sales. He was
formerly an
account exec-
utive for Mu-
tual Broad-
casting Sys-
tem. Earlier,
he served at
Boiling from R- G- Koenig
1953 to 1959, when he was assistant
sales manager. He moved to PGW
in 1959.
12
SPONSOR
18 june 1962
People of this country must be readily aware
that the daily press (printed variety) of this
nation is a relatively tightly held industry.
This great and original medium of expression
and information is dominated by a few very
influential personages or corporations.
Surely, every one of us has at some time or
other found that if we held opinions or made
statements or even engaged in activities which
were not to the liking of the persons who con-
trol the newspapers and news magazines; then
our actions, opinions and statements were
either completely ignored or hopelessly dis-
torted in presentation to the public by these
media.
Such is not the case in the radio industry.
Though there are some, and we should note
well who they are, that complain that this in-
a statement of
WWLP & WRLP
SPRINGFIELD — MASS. — GREENFIELD
(Television in Western New England)
by William L Putnam
dustry suffers from too much competition, the
fact is quite clear that radio serves what many
of us really know to be the interest of the
public. By this we mean, that it is clear the
matter of adequacy of competition, the di-
versity and even antagonism of ownership and
the localization of interest have brought about
a great thing in this nation. People in many
parts of the nation have come to depend on
their local radio station for local news, local
advertising and all forms of local service. Yet
at the same time, the radio industry as we all
know is not unavailable to the national needs
of the entire American people.
The choice between which of these two paths
to direct the growing television industry should
never be in doubt.
Represented nationally by HOLLINGBERY
SPONSOR
18 june 1962
13
SP0NS0R-WEEK/18 June 1962
CROSLEY, WIBC, PUT
PROPOSAL TO FCC
Washington:
A proposal to end the 8-year liti-
gation over Indianapolis tv channel
13 has been submitted to the FCC
by Crosley Broadcasting and WIBC,
INC., acting jointly.
Under the proposed agreement,
Crosley would keep the channel on
which it is operating WLW-I (which
the FCC has ordered it to vacate)
and WIBC, Inc. would buy WLW-A,
Atlanta, from Crosley.
The FCC would have to approve
both parts of the deal or it would
fall through.
WIBC gained a court remand to
the FCC's award of the channel to
Crosley on the grounds that Com-
missioner T. A. M. Craven shouldn't
have voted without hearing oral
argument. This technical point pro-
duced new hearings and an FCC ver-
dict for WIBC. Crosley operates
under a stay, pending its appeal.
Both parties now argue that court
and commission settlement would
take two to six years and cause
needless expense and effort to Cros-
ley and the government.
It is now up to the FCC to decide
on the new agreement, under which
Crosley would pay WIBC $100,000 for
its out of pocket expenses in its
eight-year claim, and WIBC would
pay $2.9 or $3.3 million for WLW-A,
depending on whether it leases or
buys studios and land.
Special summer
Videotape incentive
Videotape Productions is offering
a number of special incentives to
advertisers to produce their tapes
during the summer months.
The plan involves some free sets,
props, tape dupes, testing, and lo-
cation shooting, figured against
fixed proportions of card rate for
major production charges.
TvB MULLING ARB
(Continued from page 11, col. 2)
at a meeting last week with ARB's
James Seiler.
One thing that made itself quite
manifest at this gathering was that
there was a strong difference of
opinion as to whether leading spot
agencies felt their required further
demographic information as part of
the regular rating reports.
Seiler said he had received quite
a favorable response from agencies
which ARB had queries by letter on
the issue.
On the other hand, the TvB spe-
cial committee pointed out that it
had interviewed 10 top agencies and
all but three showed no enthusiasm
for ARB's inclusion of demographic
audience data in its regular reports.
The committee seemed to incline
toward the position that if such in-
formation were to be made available
it should be limited to ARB's two
annual sweeps, which come around
November and March.
Seller's reaction to this was that
ARB was too deeply committed con-
tractually and in other ways to set
up this data as a supplementary re-
port.
What the committee was obvious-
ly driving at was this: if the demo-
graphic data were not an integral
part of the monthly reports tv sta-
tions would then have the option of
buying or not buying the data, there-
by making it necessary for ARB to
increase the cost to stations of the
monthly report. (These hikes run
from 12% to 17%.)
(For article on computer demo-
graphic data research, see page 29,
this issue.)
Senate passes channel bill
Washington:
The Senate last week passed an
all-channel bill similar to the one
passed by the House recently.
It is expected the House will go
along with minor changes, and
Presidential approval is likely.
SARNOFF: U.S. TV
FAVORABLE ABROAD
Philadelphia:
Robert W. Sarnoff, board chairman
of NBC, cited recent U. S. Govern-
ment findings— that American tv ex-
ports are creating a favorable im-
pression overseas — in a talk de-
signed to dispell fears over the ef-
fect of U. S. tv abroad.
Speaking before a luncheon of the
USO of Philadelphia, Sarnoff cited
a USIA survey done last year in 34
field posts.
6 to use RAB test plan
by July; more to follow
RAB's Kevin Sweeney told the
board of directors last week that he
expects six national advertisers to
be using its Radio Test Plan by July
and 30 to use it by December.
Four of the six spend almost no
radio money and two will try new
markets. Food processors, an air-
line, a toiletries firm, and a house-
hold cleaner are included among
the six.
Kevin Sweeney reported that 60
advertisers representing a potential
of $85 million in radio spending
have heard the RTP presentation.
Chun King leaves BBDO
Duluth:
A new agency is expected to be
named shortly for Chun King canned
American-Oriental foods, which left
BBDO last week.
The frozen line has already been
re-assigned from BBDO to McCann-
Marschalk.
WCBS-TV 2V2 prime hours
for Shakespeare performance
A complete Shakespeare play will
be presented on U.S. tv for the first
time in an unusual two-and-a-half-
hour pre-emption of prime time on
WCBS-TV, New York, on Thursday,
21 June.
The show will be sustaining but
the chainbreaks will be sold.
14
More SPONSOR-WEEK continued on page 52
"I'm glad this is
a live broadcast.
The people of
Detroit will now know
what you are
trying to shackle
them with."
^m
"he voice: Senator Smeekens. The time: 2:30 a.m. The place: The Michigan State Senate
The setting: The first live broadcast in history from the floor of the Senate.
The station: WXYZ, one of the six ABC owned radio stations.
hould citizens pay a state income tax? When the Michigan State
enate convened at 8:00 P.M. on April 24, ABC owned radio
tation WXYZ was on hand. When it adjourned at 11:00 A.M.
n April 25, WXYZ was still there. During the bitter 15 hour
ebate, broadcasting history was !lH,
serving the people of Detroit exemplifies the type of public
service programming one can expect from the six ABC owned
radio stations. A polio vaccine drive... a campaign for auto-
mobile safety. ..an award-winning fund appeal for Radio Free
Europe. These are just a few of the
lade. This was the first live cover- ||| ABC OWNED RADIO STATIONS many community projects that have
!ge of the Michigan State Senate iHHl tu*D/* i^T, vr,D1^ uri c rui^n *nn cam FRAMn^rn won the six ABC owned radio sta-
i session. The WXYZ actior
3nate I II WABC NEW YORK WLS CHICAGO KGO SAN FRANCISCO
>n in l^P KQV PITTSBURGH WXYZ DETROIT KABC LOS ANGELES tions listener response and respect.
Pre-war and early '40$
I might be mistaken, l»ul as a time-
Inner who desires to be kept up to
date on local and national happen-
ing- I read \our magazine constant-
l\ and it appears to me that the ad
\ou used in your Ma) 2<">. 1962 is-
sue of sponsor for the magazine it-
ONE OF A SERIES
WHBF
PLUS FACTOR
I
Community leadership
by staff personnel
heightens WHBF stature
in Quad-City area
A recent survey of WHBF staffers revealed
that 64 of diem (over %) devoted personal
time to local civic affairs ... as officers,
directors, advisers, chairmen. This represents
literally thousands of man hours to help huil.
community progress and welfare.
The WHBF stations also consistently support
every recognized civic, business, and
charitable group in the Quad-Cities with
radio and television time.
These contributions to community progress
reflect beneficially on this station as a
trusted, neighborly institution. This corporate
image of solid substance has established for
WHBF a deep and Mature-producing
root system in the Quad-City area.
"The deeper the roots, the stronger the tree."
Here is a tangible and important WHBF plus factor
to he weighed in the time-buying decision.
WHBF
RADIO • FM • TELEVISION
Call Avery-Knodel
4» FMl •»
-ell i- somewhat out of date.
It takes no more than a cursory
glance to realize that the cars cross-
ing the bridge (I assume it takes
place in New York I are of pre-war
and earlj Ws vintage. Couldn't
you dig up a photo with a few recent
model automobiles in it'.'
\\ alter Archer. Jr.
media department
I). /'. Brother and Co.
Detroit
The locale is the famous Golden Gate Bridge
between San Francisco and Oakland. Other-
wise, Mr. Archer's vision is 20-20.
Opened with 17 accounts
Thought you'd be interested in know-
ing that LaGrave Advertising Agency
has opened with 17 accounts at 924
Des Moines Building. Des Moines,
Iowa. We've named Mrs. Pat Rex
radio-tv copy director and Bill 0«g
account executive. I've been in the
agency business in Des Moines since
1947.'
Mrs. Rex was in the merchandis-
ing and sales promotion department
of Wallace Farmer. Bill will special-
ize in direct mail but will also handle
all other media for his clients. He
was formerly department store pro-
motion manager of Look magazine.
He has been employed with McGraw-
Hill Publishing Co. in New York
Cit\ as mail promotion manager and
in the sales promotion department of
Butler Manufacturing Co.. Kansas
City. Missouri.
Edward LaGrave. Jr.
president
LaGrave Advertising
Des Moines
I will eat each pretzel
I enjoved almost all of vour sudsv
review of "The Great Time-Killer."
my book on the degraded condition
of television SPONSOR. 21 Max I.
\1\ sole exception to your pun-
gent expressiveness is vour vague re-
mark that I have twisted the televi-
sion story into "pretzels of untruth.
You are calling me a liar, which I
am not.
I would therefore appreciate an
opportunity to meet you in public,
under any auspices, so that you mav
point out a single lie in this boOK
If \ou can do so. I will eat each
pretzel of untruth as it comes across
the table.
No doubt you will decline this in-
16
SPONSOR
18 june 1962
vitation, because, I suspect, you are
simply using the soapy double-speech
of television-advertising; you were
merely disagreeing with my opinions.
But your review did serve a valu-
able purpose. Sponsor P&G must
love SPONSOR magazine more than
ever.
Harold Mehling
Ossining, New York
Blanket permission
Can you — will you — allow me to
to quote from your publication in a
monthly newsletter circulated to the
Florida Association of Broadcasters?
Credit will be given of course, and
any quotations will be brief, suggest-
ing a reading of the full story.
My appointment as executive sec-
retary of this group, representing
nearly 150 radio and television sta-
tions, becomes effective on June 15.
Preparation of a newsletter of two to
four pages will be a regular chore,
and the sort of blanket permission I
hope you'll give will materially
lighten the job. and brighten the
content.
Kenneth F. Small
director, WRUF
Gainesville, Florida
Permission granted to FAB and other state
organizations subject only to 1) request for
such reprinting in wriitng with confirmation
by SPONSOR, 2) suitable credit, 3) all quotes
in proper context.
Note from Italy
Many of your readers might be inter-
ested to know that the name we have
chosen for our firm in Milan, Italy,
which will handle programing films
for tv, and filmed commercials for
tv and cinema, is Cobre Distribu-
tors, Address: Corso Europa 22.
Incidentally, I've run into a sur-
prising number of people over here
who are quite familiar with sponsor.
Arthur E. Breider
Cobre Distributors
Milan, Italy
Radio listenership
Please send us five copies of reprints
of the article "Radio's Unknown Au-
dience" which appeared in the June
4th issue of sponsor. The article was
done well and to the point on many
unknown facts about radio listener-
ship.
Leo A. Jylha
manager
WBCM
Bay City, Mich.
For students of broadcasting
During the past two years I have
been using copies of air media bas-
ics and tv BASICS respectively in a
class which I teach in "Broadcasting
Programing."
Previously the course has been of-
fered during the spring term. Dur-
ing the next academic year, however,
it will be offered during the firsl
term beginning in September. I am
wondering as to the proposed date
of publication of the 16th edition
and whether copies could be ordered
in advance so that they would be re-
ceived in time for opening of classes
on September 17, 1962?
I am also wondering if the 16th
edition will be devoted exclusively
to television or will contain radio
basics as did the earlier editions?
Donald M. Williams
American University
Washington, D. C.
A combined edition of radio and tv basics
is planned for publication in early September.
Class or Slavics
Thu <\ i fill measaac
unlets us dcfcrfed char-
scicr is Indicated t>, the
peoper ttmbol
WESTERN UNION
TELEGRAM
Th* AM rig Urn* »how»n In the date hr* on domnilt t*l«cr»m* .■ LOCAL TIME H ixi.nl of or. ait. Tim* »f rw«ipi .j LOCAL TIME at point of J—Unatton
MANAGEMENT AND STAFF
WRBL-TV AND WTVM
COLUMBUS, GEORGIA
WE WHO FORMERLY BOASTED THE "TALLEST TOWER IN THE SOUTH"
WISH YOU AS MUCH SUCCESS WITH YOUR NEW TALLER SKYSCRAPER AS
WE NOW ENJOY WITH WHAT IS ONLY THE SECOND TALLEST IN THE
SOUTH AND THE SIXTH TALLEST IN THE WORLD. BEST WISHES.
WALTER M. WINDSOR GEN MGR
KTAL-TV SHREVEPORT, LA.
CHANNEL 6 NBC For SHREVEPORT
Selling the booming Ark-La-Tex from 1,553-feet above ground,
1,580 -feet above average terrain!
SPONSOR
18 june 1962
17
Sales Management
Sunvy of Buying Power— 1961
WM-MDIO
50,000 Watts AM. 1 140 KC
200.000 Watts FM, 94.5 MC
Richmond, Virginia
IradioI
1 CODE 1
National Representative:
PETERS, GRIFFIN. WOODWARD, INC
by John E. McMilUn
Commercial
commentary
Power, publicity, and law
Jt isn't often that you can find much which is
meaty, meaningful, and quotahle in the public
statements «»f a practicing attorney.
The legal profession, bless its flinty-hearted
soul, has a passionate addiction to intricately
woven, densel) matted trade prose which ma\
lie impervious to bifocalized nit-picking, but sel-
dom has any real lift, clarity, or inspiration.
That's one reason whj I was so impressed with the remarks of my
friend, Gilbert 11. Weil at the recent spring meeting of the Associa-
tion of National Advertisers. Gil, who is general counsel for the
\\ \. and has an impressive list of other clients including Bristol-
Myers and ARF. I thought stole the show.
His clear, vigorous explanation of "The Washington Atmosphere
and What It Means to Business" provided a perspective on the prob-
lem of the government agencies which I believe is immensely valu-
able to all of us in advertising and broadcasting.
Here are some significant quotes from Gil Weil's talk:
We must open our eyes to the fact that the legal viewpoint {about
government regulation) just 'ain't what it used to be.'
The operation of government regulation has become a different
game from the one we knew . . . the rules are different, it is played
on a different field, the scoring is different, and often the stakes are
much more serious.
The new game of power
According to Gil there is no point in mourning the change, or
trying to debate it. What's needed is to face and understand it.
The nub of the matter is that the new game of government regula-
tion is a game of power. It used to be one almost entirely of law but
now law is simply one of the sources of power and not the only one.
The reasons for the change, says Gil. go deeper than mere bu-
reaucracy, paternalism, or thirst for power. They lie in the public
itself. When people feel the\ are being imposed on, and cannot pro-
tect themselves they want government to step in. If they are satis-
fied, they are at best indifferent to government exercise of control
over other people.
In addition, business activities have become so much more com-
plex that Congress and the courts cant handle them in detail. So
they have to delegate the administrative job to the agencies.
When Congress and the courts control operations within the com-
munity, laic is the prime determinant because Congress and the
courts are fountainheads of law. That is how they operate.
Theoretically the agencies are supposed to do the same. But in
reality they are expected to control the field they have been set up
to regulate. When things go wrong neither Congress nor the pttblir
(Please turn to page 20 \
18
SPONSOR
18 JUNE 1962
o
The first year
in a new business
is the year
to watch.
It's the Year
of Decision.
We're proud to
mark our
First Anniversary;
it's been
a successful year !
We're on our way..
A\
ADVERTISING TIME SALES. INC.
SPONSOR • 18 JUNE 1962
19
FROM TV
STRUCTURE
IN THE WORLD
1749' AlO BOUND
D!
WTVM
THE ONLY STATION
Serving Columbus, Al-
bany, and Macon, Geor-
gia, with primary Grade
"B" unduplicated service.
wTVm
COLUMBUS, GA
0 ^
*
Commercial commentary '"«' from p. is>
is in a mood i<> listen to excuses or explanations of legal technicali-
ties. They want results.
As examples of this, Gil Weil cited incidents involving the ICC,
FTC and the Food and Drug Administration. Because these and
other agencies feel under pressure for total results, the) search for
the powers to get such results.
The first source, says Gil. is the law itself. But there are certain
situations where even by stretching existing law the agencies find
themselves unahle to accomplish what they feel they must do.
So they turn to other directions outside — not contrary, not illegal,
hut extra-legal. And the major one is publicity.
Government by pre98 release
Today the public press has become as major a forum of regula-
tory compulsion as the courts of law. Today ue have government by
press release. It is a quick method. There is no cross-examination .
no appeal, and usually little opportunity to defend.
I iiforlunalely the press itself is more inclined to feature the dra-
matic accusation than the defensive denial. The result is that all too
commonly ue find a company forced to yield to the demand of some
agency, not because it feels the agency is right, but because it has
more to lose by the publicity of being attacked than it can gain by
winning tlie litigation.
These, says Gil Weil grimly, are matters that we have to con-
sider nowadays in dealing with regulatory agencies. It may be dis-
astrous if we think only of our legal rights. Much more is involved.
But, despite such blunt, cold-turkey talk, Gil did not leave the
ANA membership in a state of chilled despair. He believes much
can and shoald be done by business men.
Two types of men make up the regulatory agencies, according to
Gil. The great majority are sincerely motivated by what they be-
lieve is the public interest. The others act solely out of political
considerations.
The first group can be dealt with by getting to know them better.
The second by enlisting the public and Congress on your side.
As to the matter of public relations, Gil sums up with what I be-
lieve should be a credo for both advertising and broadcasting:
We are not lielpless in the battle for public support.
The point is — we must assume we are living in a fish bowl. We
must assume that there is nothing we do thai tvill not at some time
be exposed to public gaze. We must conduct ourselves in such a
way that we are not uncomfortable when that possibility material-
izes. We must guide ourselves as we judge others will estimate us.
Then, on the affirmative side we must make our views known. We
must try to get them across to the public. You cannot win a com-
petition of ideas without entering them in the contest.
The success or failure of what we do is going to be determined by
the degree of public sympathy, apathy or antipathy to our cause.
The public must be made to know what the issues are, and to see
that its interest is tied in with ours. Do not expect to be backed
vigorously by the public on matters of principle. The public must
be made to see it tvill be hurt by what hurts us, helped by uhat
helps us.
When this is not true, we'd better take a look at ourselves. ^
20
SINIVSOH
18 june 1902
LOOKING FOR A SPONSOR?
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programming is a proven way of accomplish-
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for list of TV stations programming Warner Bros. "Films of
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from beachheads
to redheads, blondes and brunettes,
from D-Day to Paree-Day, they fought, they griped, they loved . . .they were the Infantry.
That unsung star of all wars, the dogface,
is the star of Combat (7:30, Tuesdays)-
ABC's new hour dramatic series set against
the stirring events of World War II.
The backdrop is Omaha Beach, the Battle
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the focus is close in, on the human story.
The story of men at war — their griefs and
glories, their laughs and loves.
Sharing the acting honors in this taut,
suspenseful series produced by Academy
Award winner Robert Pirosh are Rick Jason,
Vic Morrow, Blake Rogers and Shecky Green.
Sharing the audience honors are millions
of adults who associate World War ll's great
moments with their own lives. And millions
of youngsters fascinated by these exciting
pages of history so recently past.
A big audience, that is.
COMING ON ABC-TV: "COMBAT"
22
SPONSOR
18 june 1902
mmmmmm.
Interpretation and commentary
on most significant tv /radio
and marketing news of the week
SPONSOR-SCOPE
18 JUNE 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Looks like Colgate's actually heading for the adoption of an annual blanket-
like contract for spot tv, on which it spends around $20 million a year.
The blanket contract has been the norm with P&G for many years and Lever has had it
in effect in scattered instances. With Colgate the discount setup has been pretty much
on an as earned basis.
Bates is reported to be doing the groundwork on putting together the blanket
form and will most likely serve as the control agency a la Compton for P&G.
It's been a trade impression for some time that Bates was dubious about the efficiency
of the master contract. If anything, it certainly entails a lot of added help and paper
work.
Several CBS TV affiliates have already started to juggle their fall schedules with
the purpose of preempting chunks of midevening time for the installation of their
own spot carriers.
The basic motivation: to make up the revenue lost as a result of the network's
institution of a cut in afternoon station compensation.
One affiliate is going off the reservation in a grandiose way: it's taken over Thursday
9 to 11 for feature movies and Friday 9:30 to 10:30 for an off-the-network rerun
series. It'll reschedule the preempted network series, starting some of them at 7 p.m.,
instead of the usual 7:30 network takeoff.
What's obvious is this: CBS TV station relations has quite a job cut out for itself
in the next month or so to stem this sort of thing before it becomes a tide.
Users of flight tv schedules may have something worth pondering in a sugges-
tion that's emanated from the rep gentry in Chicago.
The proposal: flight buyers stop concentrating on product protection, schedule guarantee,
etc., and go straight ROS to achieve rating goals.
From the reps' point of view, trying to provide the buyers of short flight cam-
paigns with all the built-in factors they request has not onlv become progressively
tougher but the servicing of these demands is getting far too expensive.
According also to the reps, the ROS strategm has a logical basis for the flight and hiatus-
type advertiser in that his spots are immediately movable for the long-term, consistent
advertiser.
Comment on the proposal from a veteran media buyer: The ROS-rating point device
would be perhaps preferable if station personnel could be depended on to give the
advertiser the right shake.
The apparent trend among the topbracket agencies to consolidate their services
under a single head could have eventual forebodings for tv departments.
In other words, since they've ceased to do any creative programing they could be swept
up into this big inter-department service basket along with media, research and mer-
chandising.
The theory here: the interlocking of all services under one management authority would
not only improve the cooperative efficiency of the groups but assert better control over
inter-department costs. In brief, curtail the shrinking profit margin.
SPONSOR
18 june 1962
23
SPONSOR-SCOPE continued
Lestoil Products. Inc.. is apparently on the prowl for a Madison Avenue agency.
The account's been around that neighborhood inviting a pitch.
It would make the third step in the Lestoil agency odyssey.
The original Lestoil ownership had a house agency in Holyoke, Mass. When a syndicate
took the company over from Jacob L. Barowsky it assigned the account to Sackel-Jackson,
lloston. The account's now worth $5-6 million.
Spot tv may be having a dilly of a year (TvB says it's up 16.7% for the first
quarter) but the smaller markets have a gripe: it's not filtering down to them.
The imbalance has created an unhappy plight for the reps with stations in such markets
in more than one way. They're brooding not only over the dearth of billings but the stations'
penchant for vending their frustrations on them.
These reps point out that the buying pattern has undergone a sweeping change
due in large measure to the innovation by the networks of the spot carrier, scatter plans, in-
and-out short schedules and also the steady increase in time costs. Hence the disposi-
tion of advertisers to concentrate their spot efforts more and more in top metro markets.
However, there's a school of thinkers on the buying side who say there's an avenue out
of this dilemma and their suggestions are these:
1) Stations develop realistically-priced rate cards based on a favorable cpm for
the market.
2) Compose strong market stories, including such factors as test market advant-
ages, qualitative audience information such as income brackets, occupations, age
groups, etc.
3) Stations in the smaller market take their documented stories directly to
the advertisers, but first advising the agencies of their intent, if only out of diplomacy.
Norelco (LaRoche) has started its annual enlistment of stations to carry its
pre-Christmas (October-November) weekend blitz.
It would all be on an ROS basis, with adjacency to sports events preferred.
Broad stipulations of the search; about 50 announcements through Saturday and Sunday
adding up to 175 rating points; the spots would be split equally in prime, fringe and day-
time; desired segmentation, 50% minutes, 25% 20's and 25% I.D.'s.
Bayuk is expected to make a decision this week on what it's media spending
will be like during the 1962-63 season.
In any event the cigarmaker will have before it the recommendation of its agency, Wer-
men & Schorr.
After spending around $5.7 million in network tv sports during the 1960-61 season.
Bayuk swung entirelv over to spot tv, but at a rate that couldn't have been much over $1
million.
It's nothing for the medium to get wrinkles over, but the average hours of view-
ing per tv home per day fell off a bit with the start of this year.
These measurements are Nielsen's and cover January-February each year:
1962 1961 1960
Total day five hrs.; 59 mins.* six hrs. ; four mins.** five hrs.; 55 mins.
TIME SPAN PERCENTAGE OF CHANGE
6 a.m.— 12 noon —1% +8% —
12 noon— 6 p.m. —1% +5% —
6 p.m.— 11p.m. —2% —1% —
11p.m. — 6 a.m. 0 +4% —
* 2rA less than 1961; ** 3% more than 1960.
SPONSOR
18 june 1962
SPONSOR-SCOPE continued
If the Nielsen top 40 is used as a norm, the western still shapes up as a pretty
reliable commodity of nighttime network tv.
SPONSOR-SCOPE took the 40 shows that led in the NTI for the first two weeks of
March, applied them to the various types of shows that were on during that period and
evolved the following batting averages:
CATEGORY TOTAL TOP 40
Situation comedy 28 14
Westerns 12 7
Suspense-Crime 13 3
Adventure 12 4
Anthologies 10 2
Aud. Partic. -Panels 6 4
Variety 4 2
Comedy 4 1
Music 3 2
Specials 3 1
BATTING AVERAGE
.500
.583
.230
.333
.200
.666
.500
.250
.666
.333
Note: No news-informational or sports series hit the top 40.
ABC TV feels that the tendency of medium-sized advertisers to spread their
daytime budgets over more than a single network will be more pronounced than
ever next season.
Favoring this pattern, contends ABC TV, is the fact that the advertiser not only increases
his reach and frequency but snares hosts of the lighter types of viewer.
Three of the middleclass grade of advertisers that make use of a second daytime network
are Corn Products, Scott Paper and Vicks.
Maybe it's a clue to why daytime spot tv hasn't been faring as well as nighttime: the
tv networks have been doing so well in daytime orders lately that they're unanimous-
ly predicting that by 15 July their daytime stock for the fourth quarter will be sold
out.
Lessening the supply of daytime is ABC TV's withdrawal of five half hours a week.
ABC TV hopes to restore the strip in the fall, depending on the condition of the daytime
market and the availability of the right program.
NBC TV had a fair share of fall daytime buying going for it last week, with the
clients including Quaker's Puss 'n' Boots (Lynn Baker) and Hartz Mountain bird
seed (Hartman) and Thomas Leeming (Esty).
Quaker and Hartz Mountain each will have five minutes per week for 26 weeks,
while for Leeming it'll be nine minutes a week.
Leeming also bought another nighttime minute, making it two night minutes a week.
Don't expect ABC TV to disclose where its Father Knows Best reruns will be
spotted in the afternoon until NBC TV ties the bows on the fall lineup.
To ABC TV Father is a sort of an ace in the hole, not to be flipped until NBC TV con-
firms the establishment of a Merv Griffin variety show in the 2 to 3 stretch (starting
about 1 October) and the transfer of the Loretta Young reruns to 3-3:30 p.m.
The likely price tag on the variety newcomer is $3,500 gross per minute.
In the next NAB bulletin to station members they'll be a word of caution about
the highly speculative nature of some of the distantly located subdivision offers that
are being placed with advertising media.
The item, prepared by the National Better Business Bureau, will tell how broadcasters
can get official information on such real estate developers.
SPONSOR
18 june 1962
25
SPONSOR-SCOPE continued
Compton has taken a wholesale stand against any deviation from the unwrit-
ten standard of granting 15-minute product protection to spot tv users.
The agency recommended this as a policy for all future business to all its clients and
acceptance, according to Compton, has heen unanimous.
Involved is not only P&G but a pretty sizeable user of spot, Alberto-Culver.
(See SPONSOR WEEK, page 11, for details of P&G's support of agencies on issue.)
Agencymen who work closely with supermarket chains say that these retailers
admit themselves trapped by the current consumer craze for merchandising
stamps.
The nub of the supermarkets' plaint: we'll have to go along with the onrushing fad
until it runs its course, but in the meantime it's eating into our margin of profit. Aug-
menting the profit squeeze: one merchant outbidding the other in bonus stamps on
certain shelf items.
In the meantime also, the spiraling demand for stamps has been a rich harvest for ad-
vertising media.
Kellogg (Burnett) will go on for another season with its spot structure of car-
toon halfhour strips for the youngsters.
The renewals have already gone out to the reps. At one time this investment was esti-
mated at between $6-7 million.
Tv stations in quite a number of markets are making the toy industry an ex-
ception to the rule about not confirming contracts less than 30 days prior to start-
ing date.
A reason they advance for the dispensation: it is imperative that toy manufacturers
inform jobbers and dealers of their advertising plans as long in advance as pos-
sible if they are to avoid creaming by their competitors.
One of the exceptions: DeLuxe-Reading Toys out of the Zlowe agency. It's buying
half hours.
Fashions in the length of commercials appear to be taking a new turn in spot
radio.
Price and time of day have less to do with the change than the fact that availabilities
have become so tight in a few of the top markets.
The stations in these markets have come to the conclusion that the only solution for
this predicament is to increase the number of commercials but without violating the
NAB code on the standards of commercial time per length of program.
So the hint has been passed on to interested agencies that 30-second commercials would
be welcomed over the one-minute kind.
Reps for such stations with tight schedules say that a number of agencies have re-
sponded to the idea with alacrity.
Agency marketers in the beverage fields figure that with the good weather that
the country's been having brewers and bottlers of soft drinks should have a
banner year.
The consensus of those with suds accounts, contacted by SPONSOR-SCOPE, was that
at the going barrelage rate plus the favorable weather consumption should be up 3-4%
on the year.
For other news coverage in this issue: see Sponsor-Week, page 11; Sponsor
Week Wrap-Up, page 52; Washington Week, page 59; sponsor Hears, page 62; Tv and
Radio Newsmakers, page 68; and Spot Scope, page 60.
26 SPONSOR • 18 JUNE 1962
TWO OF
104,000
NBC TELEVISION
WRAL-TV
CHAN N EL 5
Raleigh-Durham, N.C.
Represented Nationally by H-R
She came to see us last year . . . along with
52,000 other Carolinians. Just two little feet
out of the 104,000 that walked into our studios.
■ Some were the feet of adults who came to
watch live wrestling(1) or to dance on the Woody
Hayes Open House(2). Others were the feet of
youngsters who marched and played games
with Cap'n Five(3>. ■ After the show— like this
little girl— they all go back home to keep on
watching us. Having been right here with us,
somehow they feel just a little closer to us now.
(1) Professional Wrestling / Sat. 5:30-6:30 PM
NSI Rating 21.5; 54,100 Homes
(2) Woody Hayes Open House/Sun. 5:00-6:00 PM
23,800 NSI Homes
(3) Cap'n Five / Mon.-Fri. 5:00-6:00 PM
47,000 ARB Homes; NSI Rating 23.5
SPONSOR
18 june 1962
27
^
WITH
WBT RADIO
YOU FOCUS
ON THE
ONE WHO
PAYS THE
BILLS
■
''It's a great party, Mrs. Williams." The mother in the background is one of the nation's adults,
who receive and control 98 % of the U.S. income. In the WBT 48-county basic area, adults receive
and control most of the $2,690,786,000 worth of spending money... and WBT radio has the larg-
est number of adult listeners. Clearly, the radio station to use for more sales is the one that reaches
more adults... WBT RADIO CHARLOTTE. Represented nationally by John Blair & Company.
Jefferson Standard Broadcasting Company
Sourcs : U.S. Oept. ol Commerce. Spring 1961, Area Pulse and Sales Management's Survey of Buying Power, 1960
SPONSOR
71 JUNE T9~6 2
TIME
STATION
PROGRAM
Individual viewing record for each family member
, i ,
\M\r-\M MH
WW 7 P
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Too f?t> t&M -7W ■ Cck*t&>«*/A«-
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PLEASE REVIEW h> eh*ck if you han vrittm *-
i hifiMtf an towjy ■
DIARY of tv viewing in ARB's 1962-63 local market reports will be filled in
by each member of family, with age and sex additional qualitative factors
SPONSOR COMPUTER
REPORT NO. 4:
ARB'S new data puts admen
into a 'qualitative quandary'
/Advertisers, agencies and stations are entering
another historic moment in the dramatic computer/
qualitative data epic this week. They are seeing,
for the first time, actual formats of a major re-
search firm's audience expansion service.
The American Research Bureau has issued both
a sample copy of its fall television market report
("The Yourtown television audience") and a de-
SPONSOR
18 june 1962
scriptive booklet showing standard and summary
page formats, etc., as well as arranged meetings
with leading advertisers, agencies, and stations.
Whether by brochure or personal presentation, in-
dustry executives are now face-to-face with addi-
tional demographic data and breakouts; in fact,
not fancy.
For months, the idea of such research expansion
29
baa been broadcasting's most con-
tentious phantom. Brought Bweep-
ingl) into the open 1>\ the seeming-
K insatiable appetite i»f computers
sponsor, 2') January, 30 Vpril,
_' 1 May, L962), lliis sleeping giant
nl an issue sprang to realitj earlier
llii- yeai when A.RB announced its
decision to include demographic
breakdowns in i(> '62-63 reports.
This week's unveiling of that expan-
sion, and what it will mean, is cer-
tain to be an industry rouser. The
extent of solid, practical agency in-
terest in, and desire for. demographic
breakdown, and or the form it should
lake, is highly uncertain. The extent
of station willingness to subscribe to
these expanded services is yet to be
determined. Qualitative measurement
plans of the other research houses
are still to be announced. The entire
demographic issue is. if anything,
more inflammatory than ever. It is
in this unresolved picture, this blis-
tering climate, that ARB's expansion
program is released.
Here's what that program will in-
clude:
1. In addition to current cate-
gories (i.e. time, program, station,
homes, metro rating, metro share
and audience composition), the
1902-63 local market reports will
provide, for all shows, the following
qualitative data: total men, men 18-
39, total women, women 18-39, teens
13-17, children, total columns for
each category.
2. A summary book containing the
complete data shown in the monthly
local market reports, with — in addi-
tion— the following qualitative infor-
mation appearing during sweep
months, November and March, but
not included in the basic pocket-
piece :
November. Proportion of viewing
homes bj size of family — percent of
homes viewing by 1-2, 3-4, 5-and-
over members in the family : propor-
tion of viewing housewives — percent
of housewives, working and non-
working.
March. Proportion of homes view-
ing by family type — percent of homes
viewing by no child under 18, young,
est child under 6, youngest child 7-
17; education in two groups — per-
centage with no college, percentage
with college.
3. A spot activity report (op-
tional), being offered to advertisers
and agencies for the first time; in es-
sence, a semi-annual computer serv-
ice for cost control and efficiency
analysis.
4. A sales territory analysis, also
optional, which will delineate for
advertisers all data on a sales terri-
tory or divisional basis.
"The merger of CEIR and ARB,
New ARB formats now being studied by agencies, stations
Station
Metro
Total
Homes
MEN
WOMEN
TEENS
CHIL-
DREN
Total
18-39
Total 18-39
13-17
Share
(00)
(00)
(00)
(00) (00)
(00)
(00)
MONDAY thru SUNDAY
WAAA
34
707
543
234
611
280
160
231
5:00 PM-730 PM
WBBB
40
869
399
187
360
198
418
835
Avg. SIU 32
WCCC
25
449
294
140
338
173
156
177
TOTALS
99
2025
1236
561
1309
651
734
1243
7:30 PM-1 1:00 PM
WAAA
33
1162
880
268
1181
364
242
439
Avg. SIU 39
WBBB
34
1499
1131
334
1377
414
417
957
WCCC
31
1267
1080
389
1323
461
211
388
TOTALS
98
3928
3091
991
3881
1239
879
1784
DEMOGRAPHIC DATA and breakouts will be regular features of ARB's local market reports, as demonstrated in both
the standard page format (above) and summary page format (below), which advertisers, agencies, and stations are
seeing this week. Among "new" audience characteristics: total men, women; men, women 18-39; teens 13-17; childen
TIME/PROGRAM
Station
Total
Homes
Metro
Metro
MEN
WOMEN
TEENS
CHIL-
DREN
Total
18-39
Total
18-39
13-17
8:00 PM
Dan Raven/Angel
(00)
Rating
Share
(00)
(00)
(00)
(00)
(00)
(00)
WAAA
569
10
20
328
117
262
169
161
218
Harrigan & Son
WBBB
897
14
28
449
139
423
189
286
856
Rawhide
WCCC
1181
25
50
966
454
740
494
233
572
SIU & Totals
ALL
2647
50
1743
710
1425
852
680
1646
8:30 PM
Nanette Fabray
WAAA
593
11
19
273
68
493
148
71
282
Flintstones
WBBB
1567
31
53
1015
254
1221
294
527
2109
Route 66
WCCC
777
17
29
685
315
870
374
113
202
SIU & Totals
ALL
2937
59
1973
637
2684
816
711
2593
30
SPONSOR
• 18
june 1962
and the addition of CEIR's high-
speed computers," says Jack L.
Gross, head of ARB's New York of-
fice, "make it both physically and
economically possible to expand our
present services and supply qualita-
tive data which we feel answers the
requests and needs of industry peo-
ple who wish more accurately to de-
fine the television audience."
This statement is a prelude to
ARB's explanation to the industry of
its expansion plans, as well as the
introduction to a description — pre-
pared expressly for SPONSOR — of the
background to, and justification of,
the inclusion of demographic data in
local market reports. It should be
noted here that ARB has told spon-
sor that some of the criticism by
reps and others of its previously-
announced plans, which SPONSOR re-
ported on in our last two computer/
qualitative data articles (30 April,
21 May), has caused considerable
misunderstanding of both its aim
and method of operation. SPONSOR
is happy, therefore, to be able to
give ARB this opportunity to report
on its activities to the industry at
large, and the next several para-
graphs constitute that report.
From ARB:
Background. We believed that the
broadcast industry needed and want-
ed demographic data. This was im-
pressed upon us by the great number
of verbal and written requests which
we received from advertisers, agen-
cies, and stations, as well as from the
interest expressed in trade maga-
zines, and in the press. We were in-
fluenced, too, by newly-developed re-
search techniques.
Test markets. With sufficient in-
dication of need in our favor, we be-
gan to test this concept. Two reports
were issued: one in November 1961
— the Salt Lake City-Ogden-Provo
report; the other in January 1962 —
the New York television audience
profile. These reports broke down
the tv audience in a complete and
comprehensive manner.
Reaction. We found the reaction
to these test reports highly favorable.
Many indicated that this was the
kind of report which would pinpoint
aspects of the market most impor-
tant to advertisers, agencies, and sta-
Nielsen: 'We have
found no widespread
industry mandate'
At press time, sponsor was able to se-
cure this important qualitative data
statement by Henry Rahmel, exec, v.p.,
^\-~— -~*1 media research div. mgr., A. C. Nielsen
SOCIO-ECONOMIC audience breaks based upon inadequate research can do
more harm than good. ..Dr. William Madow gave emphasis to this fact in his
ASA remarks on the "Madow Report" when he stated:
". . . many apparent differences of ratings . . . and many apparent trends
in ratings are, in fact, just results that could occur by chance. ..Where
samples are small . . . there is greater likelihood of error ... we (the Madow
Committee) should like to point out that the statistical defects of the rating
surveys are likely to have a much more serious effect on the so-called quali-
tative information, namely, age, sex, size of family, income level, and other
demographic characteristics, than on the ratings themselves."
It scarcely seems necessary to point out that interest in demographic in-
formation cannot negate essential fundamentals: samples should be sound,
both in terms of size and composition, and response-errors should be minimal
for both audience and family data. We're familiar with the technical diffi-
culties involved since we've been producing demographic data nationally for
the last 20 years.
We are actively seeking, but so far have not found, a widespread industry
mandate and willingness to pay for demographic information in station-
audience reports.
If and when industry interest becomes clear in terms of data types, fre-
quency of reporting, day-to-day applications, and financial support, we will
offer optional reports as supplements to the Nielsen Station Index and allow
the marketplace to determine our future course.
tions. It provided a more scientific
basis for media decision, program-
ing, promotion, and budget alloca-
tions. We found the general consen-
sus of opinion to be: more demo-
graphic data should be a regular
feature of ARB reports.
Material placement. The major
question in our minds, however, was
where this additional data should be
shown. Because of size, we had as-
sumed it might best be printed in our
summary book. Meetings were held
with major agencies to decide this
point. All of these agencies indi-
cated that it was necessary for them
to have definitive data on which to
make sounder, more efficient buys
daily, at the precise time a buying
decision is made. Otherwise, they
said, the data could be used only as
a test or check of the decision, not
as part of its formulation. Recogniz-
ing, then, the immediate utility value
of this material, we decided to in-
clude demographic data in each
pocketpiece for local market service.
Other breakouts, of less immediate
use, were to be included in the sum-
mary book.
Application and advantages to ad-
vertisers and agencies. To the adver-
tiser and agency, this additional
qualitative data will mean a more
definitive and complete breakdown
of the viewing audience, a more ac-
curate basis for the allocation of an
advertising budget, a more reliable
manner in which to fulfill marketing
goals, and a sounder way in which
to compute cost efficiencies. Adver-
tisers have long realized that "cov-
erage" alone is not enough, that the
"right" audience must be reached
for a particular product, and that
each product has a specific appeal to
SPONSOR
18 june 1962
31
different audiences. Demographic
data helps pinpoint the exact market
an advertiser wants, in an accurate
way, and assures that the right au-
dience is exposed to that product
which they are mosl likely lo buy
.unl use. Agencies, on the other
hand whose task it is to plan a
campaign and reach the marketing
objectives of their client — can use
this materia] in their dailj timebuy-
ing operation, optimizing the adver-
tising budget at their disposal. In
addition, the combined pocketpiece
and Minimar\ book information will
supphj a basis <>n which to review
their Inns and compute their cost
efficiencies.
Ipplication and advantages to sta-
tions and networks. We see the in-
clusion of qualitative data as a new
tool for both promotion and sales
for networks and tv stations. It can
provide them the proof of their effi-
ciency and audience reach, making
the job of selling time easier. There
will he scientific backing for match-
ing the audience with the product
being sold, guaranteeing a timebuy-
er a potential audience. If program-
ing appeals to women between the
ages of 18-39, the station can guar-
antee a good efficiency for an adver-
tiser wishing to reach that particu
lar audience. If children's program-
ing is the forte of a time slot, adver-
tisers trying to reach this market
will be more eager to sponsor or
participate in the program. Like-
wise, a change in programing, and a
subsequent change in audience, will
be reported by ARB, thus increasing
the appeal to another agency or an-
other product. These new dimen-
sions of the tv audience, in fact,
could well signal a new concept in
selling station time. It is also im-
portant to recognize that this new
era, and new scientific techniques,
will make further demands on sta-
tions, in order that advertising dol-
lars work harder, do more, be more
effective. Stations will now be able
to make better use of marginal time
periods, for example, for they can be
made highly attractive by pinpointed
selectivity. We feel we are provid-
ing stations with an important new
tool, by which they can promote se-
lected strong points and make both
inter- and intra-media comparisons.
Cost. Moderate cost adjustments
for services will be made this year.
However, they are not necessarily
due to the increased data. Rather,
they are the result of improved fa-
cilities, techniques, qualitv controls,
etc.
CONSOLE controlling CEIR 7090 computer, tabulating data for a report, is examined by ARB
and CEIR personnel. High-speed computers made it possible to extend services, says ARB
In addition to its expanded local
market services, ARB is offering two
new "management tools," a spot ac-
ti\it\ report (SAR) and a sales ter-
ritorx analysis. These are made pos-
sible, says Gross, because of CEIR-
ARBs expanded computer facilities
(CEIR is converting its existing IBM
7090 electronic computer systems to
the more powerful 7094 configura-
tions, and is scheduled to receive in
October one of the first new systems
delivered as 7094) .
Spot activity reports, "directlv an-
swering the specific demands and
needs of advertisers and their agen-
cies," will list and itemize all spots
for a brand within a given market.
They will identify the spot, show its
cost, rating, homes reached and effi-
ciency, in terms of cost-per-1,000 or
homes-per-SlOO. The computers will
have all of this data on magnetic
tape. It will be fed a list of spots an
agencv has bought for a particular
brand for a month. At the end of
that month, all data pertinent to those
spots will be summarized. The spots
can then be ranked in terms of in-
creasing or decreasing efficiencies, by
market, thus allowing a buyer to sub-
stitute for the least efficient spots any
others made available to him.
"Prior to computers," says Gross,
"this was a hand operation, labori-
ously done. EDP (electronic data
processing) now makes it available
faster and cheaper. A summary of
spot activity, for example, will now
be available in hours."
The sales-territory analysis is the
delineation of all data on a sales ter-
ritory or divisional basis. It is de-
signed primarily for those national
advertisers "more interested in the
results of a tv sales campaign with-
in a sales territory or sales division,
rather than in individual markets."
It will identify the total number of
homes reached by network show, by
local show. h\ spot activity, by com-
binations of any of these. In addi-
tion, the analyses will show gross
homes reached, unduplicated homes
reached, frequency and distribution
of homes reached by exposure to 1,
2. 3, etc.. types of television activ-
il\. net commercial impressions by
both gross and net, etc.
(Please turn to page 47)
32
SPONSOR
18 june 1962
UNDERWRITING tv series. Herman Pressler (I) v.p., public relations, Humble Oil, presents check to Warren Kraetzer, v. p., development, NET
ETV GETS BIG BUSINESS BOOST
^ 'The 4th Network,' with its fast growing educational tv service, has lined up im-
pressive roster of underwriters, including IBM, Humble Oil, and American Cyanamid
^% notion afloat about big business
and its supposedly scornful attitude
toward educational television is rap-
idly going down the drain. The per-
sistent thought that business leaders
want little or no truck with etv is
now consigned to the cellar along
with the New York Mets.
Developments occurring at the Na-
tional Educational Television and Ra-
dio Center, more familiarly dubbed
NET, have convinced observers that
it is high time to entomb the faulty
notion that large corporations are
primarily interested in the profit
motive and, furthermore, don't give
two hoots about furthering the knowl-
edge and understanding of their en-
deavors among etv viewers.
Without vhf outlets in a handful
of large population centers, including
Los Angeles, NET now reaches some
20 million vhf homes or about 50
million viewers via its 67 affiliated
stations. Though NET has no wire
or microwave links with its locally
owned-and-operated non-commercial
affiliates, it is a bona fide network
programing with as much profes-
sional elan as ABC, CBS, or NBC.
Its claim to being the nation's
"fourth network" appears justified.
It provides some 10 hours of pro-
graming every week in the year to
member stations.
NET has come up with proof-
positive that giant industry is' hep to
etv and its infinite virtues and that
there is indeed a hot romance brew-
ing between these two significant ele-
ments. NET's vice president for de-
velopment, Warren A. Kraetzer, told
SPONSOR last week that one-third of
its 1962 operating budget, or better
than $1 million, stemmed from under-
writers, among them the nation's
most potent, far-seeing corporations.
The rise has been nothing short of
SPONSOR
18 JUNE 1962
33
M2&
phenomenal. In 1959, corporations
and associations gave NET $400,000
for programing services. In 1960,
the figure remained the same. It
jumped to $750,000 in 1961. The
future is even brighter. Kraetzer said
some S3 million in proposed projects
are now under consideration by po-
tential underwriters.
"Underwriting NETs distinctive
and exciting programing makes good
sense to any responsible corpora-
tion," Kraetzer told sponsor. "This
investment is not only fine public
service — it is also rewarding public
relations. Such companies have, are,
and will receive the deserved acclaim
of a significant and appreciative
audience."
Moreover, there has been warm
and affectionate response from ad
agencies. John F. While, president
of NET, told admen recently that he
was well aware that every responsible
advertising agenc) is interested in
anything that is good for its client.
"And we believe that NET would be
good for main of \ our clients,"
White said. "Bj helping us — that is
b) underwriting a NET series — the
client can greatly help himself."
It is now obvious to a number of
American industrialists that it is
more than mere status-symboling to
CORPORATION underwriters hail etv pro-
grams. Dr. Charles DeCsrlo (above) direc-
tor of education, International Business Ma-
chines, and (below) John Ford, director of
public information, American Cyanamid Co.
invest a portion of their funds in
educational television programing.
Underwriters of NET programs have
learned almost immediately that their
alliances with non-commercial tv pro-
ducers have afforded them cracker-
jack opportunities "for fine public
service and the immense public rela-
tions value in that service," as White
put it.
The list of underwriters is indeed
a conspicuous one. It is a glittering
roster of the nation's blue chip com-
panies, among them International
Business Machines, Humble Oil and
Refining Company, American Cyan-
namid, Mead-Johnson, World Book
Encyclopedia, Time. Inc., and Rand
.McNally. Under FCC regulations
NET is able to credit the underwriter
of a series at both the beginning and
the end of each program.
Industry and professional organi-
zations as well as government agen-
cies have made grants to NET. These
underwriters include the American
Medical Assn., National Assn. of
Manufacturers. National Aeronautics
and Space Administration, National
Science Foundation, AFL-CIO, and
many others.
\\ hat is the nature of the programs
these underwriters are paying for
and what moneys are involved in
34
SPONSOR
18 june 1962
the production of these programs?
As White and his colleague, Kraet-
zer, have pointed out, there is no
broadcast time charge. Nor are there
commissions or fees for Madison
Avenue advertising agency men who
might recommend that their clients
invest in educational television.
In other words, there is no in-
fernal rate card to decode, nor are
there costs-per-1,000 figures for har-
assed media departments to decipher
before launching a media mix. Pro-
gram costs vary, depending on for-
mat. They might be anywhere from
$7,500 to $30,000 for each program.
A professionally produced series of
12 or 13 shows could be brought in
THERE is healthy and growing relationship
between industry and etv, says John F.White,
pres., National Educational Tv & Radio Center
for approximately $200,000. Said
White: "We are not committed to the
13-week cycle; we feel that a subject
area should be developed to its maxi-
mum effectiveness, whether it re-
quires four programs or 40." NET's
programs, like those in commercial
broadcasting, are fashioned in the
regular program length and, like any
professionaly operated commercial
venture, begin and end on time.
IBM, for example, has underwrit-
ten eight program series entitled The
Computer and the Mind of Man
which analyzes the nature, applica-
tion, and implication of the modern
computer. The series examines the
(Please turn to page 47)
Education network consists of sixty-seven affiliated stations
ALABAMA
Birmingham, WBIQ, ch. 10
Cheaha State Park, WCIQ, Ch. 7
Dozier, WDIQ, ch. 2
Montgomery, WAIQ, ch. 26*
ARIZONA
Phoenix, KAET, ch. 8
Tucson, KUAT, ch. 6
CALIFORNIA
Sacramento, KVIE, ch. 6
San Bernardino, KVCR-TV, ch. 24*
San Francisco, KQED, ch. 9
COLORADO
Denver, KRMA-TV, ch. 6
DISTRICT OF COLUMBIA
Washington, WETA-TV, ch. 26
FLORIDA
Gainesville, WUFT, ch. 5
Jacksonville, WJCT, ch. 7
Miami, WTHS-TV, ch. 2
Tallahassee, WFSU-TV, ch. 11
Tampa, WEDU, ch. 3
GEORGIA
Athens, WGTV, ch. 8
Atlanta, WETV, ch. 30
Waycross, WXGA-TV, ch. 8
ILLINOIS
Carbondale, WSIU-TV, ch. 8
Chicago, WTTW, ch. 11
JJrbana, WILL-TV, ch. 12
IOWA
Des Moines, KDPS-TV, ch. 11
KENTUCKY
Louisville, WFPK-TV, ch. 15
LOUISIANA
New Orleans, WYES-TV, ch. 8
MAINE
Augusta, WCBB, ch. 10
MASSACHUSETTS
Boston, WGBH-TV, ch. 2
MICHIGAN
Detroit, WTVS, ch. 56
East Lansing, WMSB, ch. 10
MISSOURI
Kansas City, KCSD-TV, ch. 19
St. Louis, KETC, ch. 9
NEBRASKA
Lincoln, KU0N-TV, ch. 12
NEW HAMPSHIRE
Durham, WENH-TV, ch. 11
NEW MEXICO
Albuquerque, KNME-TV, ch. 5
NEW YORK
Buffalo, WNED-TV, ch. 17
New York City, WNDT, ch. 13*
Schenectady, WMHT, ch. 17*
NORTH CAROLINA"
Chapel Hill, WUNC-TV, ch. 4
OHIO
Athens, WOUB-TV, ch. 20*
Cincinnati, WCET, ch. 48
Columbus, W0SU-TV, ch. 34
Oxford, WMUB-TV, ch. 14
Toledo, WGTE-TV, ch. 30
OKLAHOMA
Oklahoma City, KETA-TV, ch. 13
Tulsa, KOED-TV, ch. 11
OREGON
Corvallis, KO AC-TV, ch. 7
Portland, K0AP-TV, Ch. 10
PENNSYLVANIA
Philadelphia, WHYY-TV, ch. 35
Pittsburgh, WQED, Ch. 13
Pittsburgh, WQEX, ch. 16
PUERTO RICO
Mayaguez, WIPM-TV, ch. 3
San Juan, WIPR-TV, ch. 6
SOUTH DAKOTA
Vermillion, KUSD-TV, ch. 2
TENNESSEE
Memphis, WKN0-TV, ch. 10
Nashville, WCDN-TV, ch. 2*
TEXAS
Austin-San Antonio,, KLRN, ch. 9*
Dallas, KERA-TV, ch. 13
Houston, KUHT, ch. 8
UTAH
Ogden, KWCS-TV, ch. 18
Salt Lake City, KUED, ch. 7
VIRGINIA
Norfolk, WHR0-TV, ch. 15
WASHINGTON
Lakewood Center, KPEC-TV, ch. 56
Pullman, KWSC-TV, ch. 10*
Seattle, KCTS-TV, Ch. 9
Tacoma, KTPS, ch. 62
WISCONSIN
Madison, WHA-TV, ch. 21
Milwaukee, WMVS-TV, ch. 10
''Soon to go on air.
SPONSOR
18 JUNE 1962
35
Look Dad— the Timebuyer's Twist!
SPONSOR spoof tells how young Madison Avenue timebuyer at Mashie, Slice, and
Niblick invents the Twist and climbs from mail room clerk to agency vice president
«
I
t was Chubby Checker. I tell
\ou!
"No, no! It was started by some
other guy in some place over around
Times Square called The Peppermint
something — "
"Look, you wanna bet? I sha\ it
was Chubby Checker!"'
It was not the policy of Raoul the
bartender to involve himself in de-
bates between patrons. He had his
glasses to polish and his lemons to
squeeze and it was to these chores
that he usually applied himself when
the forensics started. Years of serv-
ice behind the bars of some of Man-
hattan's more posh East Side oases,
plus a bash on the beak several weeks
before had taught him that the role
of arbiter i> often a thankless one.
But now ibis pair of customers had
touched upon a subject on which
Raoul considered himself an author-
its. So he interrupted.
36
"You're both nuts," he began tact-
fully. "Because I happen to know
who invented the Twist."
Since no bash on the beak was
forthcoming. Raoul was encouraged.
"The Twist." he went on, "was in-
vented right here on Madison Avenue
by a young timebuver — whom I have
had the pleasure of serving on many
occasions — by the name of Clive
Shrug."'
"Wash a timebuyer?" asked the
one man.
"Shrug? Clive Shrug?" mumbled
his friend. "Never heard of him."
"I daresay not.'" said Raoul. "The
affairs been pretty well hushed up.
But I can tell \ ou this: The Twist is
only the shortened name for the
dance young Shrug invented. Orig-
inally, here on the Avenue, it was
called the Timebuyer's Twist."
"You dont sha\ so!" said the one
patron.
"Yep, Dad — the Timebuyer's
Twist," said Raoul. "And it actual-
ly began at Brooks Brothers where
Clive Shrug had gone to get meas-
ured for his first Ivy League suit.
Clive was ticklish."
"Well, well, well," said the patron
with such a display of interest that
he fell off his barstool. When he
was reperched, and the pair of them
settled quietly again behind their
double scotches, Raoul unfolded the
whole storj :
Clive Shrug had come to the ad-
vertising agency of Mashie, Slice &
Niblick (Billings: $1.5 million if you
counted the SI. 4 million cat food ac-
count it always expected to lose be-
fore nightfall) from a small and all-
but-unknown Western college. Vice
president Niblick himself had hired
Clive for the mail room because he
felt it had become top-heavy with
Harvard men.
SPONSOR
18 june 1962
As a boy, Clive Shrug could watch
a freight train go by at eighty miles
an hour and memorize the numbers
on every car — in the order of their
passing. He was, in short, a whiz at
numbers. When this peculiar talent
came to light at the agency, Clive was
promoted horizontally from mail-
room to media where he was made
assistant timebuyer on that cat food
account.
It was then that Clive decided he
needed an Ivy League suit. He went
shopping on his lunch hour.
Since ticklishness is a phenome-
non, it would be hard to explain
exactly what happened there in the
Brooks Brothers fitting room with-
out resorting to a medical encyclo-
pedia. But something the tailor did
with the chalk or the measuring tape
or something seemed to touch off a
hidden spring in Clive which caused
him to twitch violently.
"Hold still," the tailor command-
ed.
"I can't help it," said Clive. "I'm
sensitive."
Unhappily, the sensitivity did not
abate even after the fitting was over;
it had become a permanent thing.
Clive went twitching and squirming
all the way back to MS&N.
His gyrating, however, caused only
a small stir at the agency. The re-
ceptionist guessed that he had been
stung by an insect. Media Director
Millicent Freem put it down to a
simple case of ill-fitting underwear,
while Ivar Gneiss, the radio/tv v.p.,
supposed that young Clive had been
to Vic Tanny's gym and had stayed
too long in the vibrator. But since
MS&N was the sort of creative shop
where every team member lived
daily in fear of being handed the
pink slip, nobody dared to take time
out to comment. Besides, when Clive
was seated at his desk, the twitching
let up; it was only when he was on
his feet that he shook, rattled, and
rolled.
That night he was obliged to be on
his feet a lot. For Clive attended
his first timebuyers' party, thrown
by an out-of-town station which had
suddenly found itself with several
extra daytime minutes to sell. At
such functions hardly anyone ever
sits down for fear of having to lis-
ten to a pitch or watch a presenta-
tion.
It was here that Clive met a strik-
ing young lady in station promotion.
She fetched him a drink from the
bar, but when he tried to receive it
he found he couldn't catch hold of
the glass. The twitching and twisting
had set in again. From his knees up,
Clive appeared to be acting out a
charade of a Waring blendor gone
out of control, while underfoot, it
seemed he was crusbing invisible ants.
To hand over a glass of liquid to
one in such an active state is next to
impossible, and when the young lady
in station promotion tried, she soon
found herself twisting right along
with Clive. She rather liked the sen-
sation. By coincidence, their move-
ments fitted perfectly the beat of the
taped musical score which backed up
the presentation being delivered by
(Please turn to page 50)
SPONSOR
18 june 1962
37
IF NEWS
^ Broadcasters in Detroit
came through in grand style
to feed news during recent
month-long newspaper strike
Uistressed over the hardships of
having Detroiters struggle along
without news columnists or the in-
trigue of Dick Tracy during the re-
cent month-long newspaper strike,
Representative Martha Griffiths (D.-
Mich.) was moved to address Con-
gress, deploring the tribulations of
newspaperless "uninformed peoples."
Her speech sparked a bit more action
than she had obviously anticipated.
For one thing, it aroused a bit of
collective ire from Detroit radio and
tv stations who went all out — some
more than doubling their usual ef-
forts— to round up and feed Detroit-
ers every available scrap of news
both local and national.
For another, it brought her a writ-
ten rebuke from Walter Patterson,
Knorr Broadcasting executive vice
president who, in a subdued but
nontheless emphatic manner, summed
up the efforts expended in those di-
rections not only by his own De-
troit outlet — WKMH — but of fellow
broadcasters in that area.
Still another: NAB president Le-
Roy Collins, having received a copy
of Patterson's letter along with an
AP dispatch reporting Congress-
woman Griffiths' speech, sent a letter
of commendation to Walter Patter-
son which contained, in part, these
comments: "I want to compliment
you on the very thorough documen-
tation contained in the letter. It rep-
resents a very comprehensive and
objective commentary on the vital
role which radio plavs in our daily
lives."
Collins' note to Patterson also
made reference to these remarks
COUNTLESS hours were spent on phone round-
ing up every bit of news during newspaper strike
by Carl Cederberg, WJBK-TV, Detroit, news dir.
38
SPONSOR
18 june 1962
IS WHAT YOU WANT, ASK RADIO
made by Kansas Congressman Wil-
liam B. Avery following Congress-
woman Griffiths' talk: "Will the
gentlewoman not agree with me that
the some 20-odd broadcasting facili-
ties in the Detroit area have been
doing a splendid job insofar as dis-
seminating news insofar as they are
able to do so?" Collins concluded
his letter to Patterson by informing
him that he (Collins) had sent Con-
gressman Avery a note thanking him
for his support of the broadcasting
industry.
What started the whole thing was
this heated declaration by Represen-
tative Griffiths: "Today, Detroit has
been without a daily newspaper for
26 days. Do you know what it is
like to live in a great metropolitan
city without a daily newspaper? I'll
tell you. It is not just that we don't
know who the new president of Co-
lumbia is; we don't even know Ka-
line's batting average. Nobody knows
what Dick Tracy is doing. We have
forgotten the exact hour Gunsmoke
comes on. We are struggling along
without personal advice from Ann
Landers, or a diagnosis of the world
by Walter Lippmann. They might as
well have withheld all of the Pulitzer
prizes. We don't know who won any
of them. We have no idea whether
to buy or sell. No financial pages.
Nobody tells us what our neighbors
are griping about — no letter box.
Politics is hot in Michigan this year,
and we don't even know what the
candidates are saying about each
other. If you die in Detroit, the
undertaker attends the funeral. No-
body else even knows you are dead."
Obviously the remarks uttered by
Representative Griffiths which ran-
kled broadcasters the most were
these: "The great national pastime
of shopping is slowed down. No ads
to lure the customers. Thus, the
business cycle slows."
Patterson, in his reply to the De-
troit Congresswoman, aside from
pointing out "we do carry ads to in-
form the prospective customers,"
supplied her with these enlightening
facts :
1) "With approximately 98% of
the homes, and almost as many auto-
mobiles having radios, those inter-
ested would know who the new presi-
dent of Columbia is."
2) "Many Detroit area stations
are affiliated with national networks
from which they get regular on-the-
spot national news coverage and most
stations broadcast the stock market
reports regularly.
3) "With two stations in the De-
troit area broadcasting every De-
troit Tigers' baseball game, those in-
terested know not only Kaline's bat-
ting average, but every other play-
er's average, and they hear them
make that average at the moment of
the play.
4) "Whether for better or for
worse, a great percentage of our
broadcast news of Michigan does
concern what the candidates are say-
ing about each other."
Patterson's letter also reported oth-
er information usually programed by
radio stations regularly, such as news
of concerts, theaters, lectures, etc.
Also live reports of national events
such as the President's news con-
ferences and the recent orbital flights.
Patterson pointed out that while
WKMH normally broadcasts 24
newscasts per day, at the outset of
the newspaper strike the station
added 36 newscasts daily to the
schedule. "Half of all our newscasts
are local (what's happening to our
neighbors right now)" he said, "the
other half national and international
in their scope."
Other Detroit stations, namely
WJBK (AM & TV), WWJ (AM &
TV), WXYZ (AM & TV), CKLW
(AM & TV), WJR, WCAR and
others, added news coverage during
the newspaper strike in Detroit. To-
gether, they filled the air waves with
reports that kept the populace in-
formed 1440 minutes each day dur-
ing the 30-day strike.
While none of the broadcasters
made any effort to track down Dick
Tracy or felt it necessary to abide
by Ann Landers' romantic slide-rule,
one radio station did air an obituary
column each night for the duration
of the newspaper strike.
Every evening at 11:15 WWJ (de-
spite possibilities of commercially
tying in an undertaking firm or two)
did a sustaining 15-minute obituary
of the air show. And aside from ex-
panding its regular newscasts — in
{Please turn to page 67)
'NEWSPAPER of the Air,' presented by
WWJ-TV, Detroit, had Detroit News assist.
state edit. Boyd Simmons airing news reports
'NO INFORMED public will question how
uninformed their daily lives would be without
radio,' replied Walter Patterson (above) v.p.
Knorr Broadcasting, to Congresswoman's talk
SPONSOR
18 JUNE 1962
39
NBC HITS TvAR 'TILT' STUDY
^ Network claims station rep firm overstated coverage
of the top 20 market stations in January presentation
^ Web sHs out to 'level the slant" in 'tilt' study, calls
attention to low-cost to advertisers in top 20 markets
W
hen TvAR six months ago re-
leased a presentation claiming that
the networks fall short of — or "tilt"
awaj from reaching their audience
potential in the top 20 markets, the
webs collectivelj shrugged, apparent-
K convinced that if the) just kept
quiet the "pest) thing" -would go
awa) and nobod) would get stung.
But increased buzzings in the ears.
emanating from other station rep
firms, the most recent of which was
Blair, has cracked the networks' com-
posure, and NBC has been annoyed
sufficient!) to slap at the first tor-
mentor with a research bulletin re-
futing the TvAR study as "slanted."
The TvAR study (see sponsor. 22
January 19021. entitled. "Tilt, the
After-Math of Network Television,"
said in essence: The top 20 markets
contain 55' < of all U. S. tv homes.
Ergo, the average show should get
about 55' r of its audience (not to
be confused with rating) from the
top 20, TvAR noted. Some might
get more, some less; but the top 20
share should average 55%.
A TvAR spokesman said, "Fully
62 of 65 nighttime programs we
checked received 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."
ALFRED HITCHCOCK'S show is one of 65 programs being used as ammo in a bombardment
of audience-survey statistics between NBC and TvAR. Network says rep's 'tilt' study is 'slanted'
Its corporate blood-lust up. NBC
had its audience measurement divi-
sion go to work on that study. The
result is a report of its own called
"Leveling Out the Slant in the TvAR
Tilt Study."
"An average of the 65 programs
included in the TvAR list indicates
that the top 20 deliver 46'; of the
total audience of these programs —
33% is delivered in counties which
form the metropolitan areas, the bal-
ance of 139; goes to outside areas,"
NBC claims.
These figures, including the break-
down into metro and outside areas,
were derived by NBC from ARB's
local rating reports.
Thus NBC operates with a magic
number of 46^ , compared to TvAR's
55%. Furthermore, the NBC report
breaks down TvAR's 5V, into 36%
in metro areas, leaving a balance of
19% for outside-area coverage.
From this the NBC study concludes
that "TvAR's contention that net-
work audiences tilt away from major
markets is therefore simply the re-
sult of overstating the coverage of
these markets in the outlying areas."
The crux of NBC's refutation is
that the 55% figure is an overstate-
ment of coverage of the top 20 mar-
ket stations. After referring to the
low cost to advertisers on stations in
the top 20 markets, here is what the
network's research bulletin said:
"Another weak point in the TvAR
study is their claim that the top 20
markets cover 55rv of the tv homes.
Their coverage, based on Television
estimates, includes all tv homes in
any county where any local station
has 25% weekly audience.
"Such a broad definition naturally
includes many fringe counties where
the signal from these stations is of
poor quality and therefore many
homes are not really able to watch
the station.
"Also, no single network has the
best station in every market, so each
individual network's coverage would
be less than 55' '< . For example,
NBC's effective coverage with these
markets is 48% of all tv homes,
based on NCS #3.
40
SPONSOR
18 june 1962
Outside areas called bonus in NBC's refutation of TvAR study
Program
Audiences
Total
area
Metro
areas
Outside
areas
Average — 65 programs
46%
33%
13%
I'VE GOT A SECRET
35
23
12
BONANZA
37
25
12
TALL MAN
37
26
11
ROUTE 66
37
25
12
TALES OF WELLS FARGO
38
28
10
NATIONAL VELVET
38
25
13
WAGON TRAIN
39
27
12
LARAMIE
40
28
12
BACHELOR FATHER
40
29
11
RAWHIDE
40
27
13
MAVERICK
40
30
10
ANDY GRIFFITH
41
29
12
DENNIS THE MENACE
42
29
13
HENNESEY
42
31
11
RED SKELTON
42
30
12
OUTLAWS
42
30
12
PETE & GLADYS
43
32
11
DANNY THOMAS
43
30
13
DOBIE GILLIS
43
31
12
HAVE GUN, WILL TRAVEL
43
32
11
CHEYENNE
43
30
13
RIFLEMAN
43
31
12
REAL McCOYS
44
30
14
PRICE IS RIGHT
44
30
14
PERRY MASON
44
32
12
TO TELL THE TRUTH
44
31
13
ED SULLIVAN
46
34
12
U.S. STEEL HOUR
45
33
12
ARMSTRONG CIRCLE THEATRE
45
33
12
GUNSMOKE
45
33
12
FIGHT OF THE WEEK
45
33
12
JACK BENNY
46
34
12
FATHER KNOWS BEST
46
33
13
LAWRENCE WELK
46
32
14
Program
Audiences
Total
area
Metro
areas
Outside
areas
GARRY MOORE
46
33
13
DONNA REED
47
32
15
MAKE THAT SPARE
47
36
11
G.E. THEATRE
47
33
14
WHAT'S MY LINE
47
35
12
CHECKMATE
47
35
12
BELL TELEPHONE HOUR
47
33
14
ALFRED HITCHCOCK
47
34
13
PERRY COMO
48
34
14
LAWMAN
48
34
14
SHIRLEY TEMPLE
48
35
13
OZZIE & HARRIET
48
35
13
MY THREE SONS
49
35
14
WALT DISNEY
49
34
15
THRILLER
49
37
12
DETECTIVES
49
36
13
SING-ALONG
49
35
14
CANDID CAMERA
49
36
13
TWILIGHT ZONE
50
38
12
EYEWITNESS
50
37
13
77 SUNSET STRIP
50
37
13
FLINTSTONES
51
36
15
LEAVE IT TO BEAVER
52
37
15
SURFSIDE 6
52
37
15
CBS REPORTS
49
36
13
ADVENTURES IN PARADISE
53
38
15
HAWAIIAN EYE
53
40
13
UNTOUCHABLES
53
40
13
NAKED CITY
58
44
14
ROARING 20's
58
45
13
BUGS BUNNY
58
40
18
Coverage of all tv homes
36%
19%
*55% is TvAR's figure. 36%, 19% and other figures in
table were derived by NBC through ARB. Table shows %
of full network audience provided by top 20 markets.
"Another example of TvAR's over-
statement of the coverage of these
stations is in audience delivery in the
metropolitan areas, where all stations
provide excellent service.
"Of course, these stations also ef-
fectively serve many counties outside
the metropolitan area but the indi-
vidual county audience figures are
not available.
"The metro areas of the top 20
markets contain 36% of all tv homes.
"Since TvAR claims that these sta-
tions cover a total of 55% of all tv
homes, they are claiming coverage of
an additional 19% in the outlying
areas."
The accompanying table. NBC
claims, "shows the individual pro-
gram audiences in total, as reported
by TvAR, and broken out into the
metro and outside area audience.
This reveals that no program has an
audience as high as 19% in the out-
side area, only one has 18% and all
others have 15% or less."
As to cost, the NBC bulletin points
out that "one major factor over-
looked by TvAR is that the rates of
these stations account for only 36 to
38% of the full network costs.
"As of 1 February, NBC's top-20
rate is $51,750, compared to the full-
network rate of $136,605; CBS rates
are $51,590 and $135,940, and ABC's
(Please turn to page 67)
SPONSOR
18 june 1962
41
looking for a big one?
They don't come much bigger than Outdoor advertising! In
fact, Outdoor might just be the big idea you've been looking
for to make you look bigger in your client's ever-watchful
eyes. When his message goes outdoors, it's up there big and
bold in glorious color, larger than life. It's right out in the
marketplace where everybody 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 and
best of all, the cost is low. Outdoor advertising actually costs
one-tenth to one-fifth as much as most primary media!
Away from the crowded printed page and overloaded air-
waves, your client's message always gets "preferred position,"
just three minutes away from the cash register. Outdoor is
truly the marketer's medium. Call your Outdoor advertising
representative or local plant operator — he's full of ideas
about how you can use Outdoor imaginatively. Get the idea?
A
OUTDOOR ■ ADVERTISING
fcere
\r.e
re
»6\«*'
o«^*'
r»sv.
HARTFORD'S
with Comprehensive Appeal !
WPOP
Phillip Zoppi Adam Young. Inc.
V.P. & Gen'l Mgr. Natl Rep.
Media peopL
what they are doir
and sayii
TIMEBUYER
CORNER
Hicks \ Greist, with Stan Newman the new \.\>. and media director,
lias reorganized its media department and switched to the all-media buy-
ing system. The radio tv production and programing department con-
tinues under the supervision of H&G v. p. Vincent Daraio. Horace Jud-
son, previously the agency's print media director, was appointed agency
sen ice supervisor.
"^
m*M ■
fpT &**
.
A
bn vl B
* jfl
"J 1
*^
^
9— ^
AFTER market presentation made by Advertising Time Sales for its Louisiana stations,
KPLC (AM & TV), Lake Charles, and KALB (AM & TV), Alexandria, (l-r) Phil Stumbo,
McCann-Erickson broadcast supervisor on Humble Oil, Art Reuben, stations' nat.
sales dir., and Curt Peterson, the agency's a.e. on Humble, lunch at the Envoy
Of Mutual Interest, Mutual Radio's newsletter, reports that
the network's executives are worried because its softhall team
recently won over Needham, Louis & Brorby's, 22-16. Com-
ments the bulletin: "Bad public relations, beating an ad agency.
Could lead to heaven knows what. The word is out that any
Mutual ballplayer ever caught practicing again had better start
clearing his desk/'' To NL&B staffers it said, "Our apologies,
gentlemen. The whole thing went to our heads."
'"The media end of the business is as satisfying to me today as it was
\shen I began in it 26 years ago," remarked Frank Coulter, Y&R's as-
sociate media director, as he retired this month. A veteran of the ad
business including 22 years at Y&R, he began his advertising career with
N. W. Ayer, Philadelphia, in 1926. Ten years later, he moved to Ayer's
New York office and pioneered timebuying in the days when local radio
had <ml\ a vague idea of its tremendous audience.
(Please turn to page 46)
14
M'ONSClli
18 june 1962
There must have been a smart one who got out ahead
with his product by taking a different route.
YOUNG & RUBICAM, Advertising
SPONSOR • 18 JUNE 1962
45
NOW NUMBER
IN FLORIDA
ORLANDO-DAYTONA
Fastest growing
market in Florida
Nat. Mkt.
Homes*
Ranking*
TV
Miami
26
566,300
Tampa
40
425,100
Orlando-
Daytona
67
292,100
Jacksonv
ille
75
257,700
•Television,
Ma;
i 1962
WESH-TV
Florida's Channel 2
REPRESENTED BY AVERY-KNODEL
Covers more of Florida than
any other TV Station
TIMEBUYER'S
CORNER
(Continued from page 4>
Radio knew it- audience Mas lug, hut measuring and proving
it was a problem. Free merchandise was offered and contests
were run to show mail-pull, and stations would use the furthest
point of post marks to determine coverage. This was the radio
Frank Coulter and other pioneer media people explored.
When Coulter joined Ayer in New York in 1936, he was assigned to
the Atlantic Refining account and was the first to buy play-by-play
sportscasts in a large number of markets, in their behalf. He bought an
entire season, totaling 42 baseball games, and the show's effect on gaso-
line sales was so successful that Atlantic sponsored the program for four
straight seasons.
VISITORS' bureau head of Washington, D. C, Jim Ford (r), Summer Jubilee Queen
Nancy Stuckey of WMAL-TV, Bates' Steve Katzman lunch at Regal House Rest.
In 1940, he left Ayer to become a buyer for Y&R. In 1949,
Y&R made him head timebuyer, and when the agency adopted
the all-media buyer system in 1952, he was named associate
media director. Up to last month, he was responsible for buy-
ing on Goodrich, Singer Sewing Machines, Beech-Nut Life
Savers, baby foods, and cough drops, Arrow Shirts, Bufferin,
Sal Hepatica, and Excedrin.
Coulter li\cs with his wife Helen in Scarsdale, N. Y., and has a 24-
year old son in the Air Force. Of his future plans, he comments, "As
lixiiliouer said when he retired, I'm going to sit in my rocking chair
for the first six months — and after that, start rocking slowly." 1
46
SPONSOR
18 june 1962
ANOTHER
AWARD FOR
"AMERICAN
CIVIL WAR"
UNIQUE TV SERIES
CONTINUES TO
HOLD SPOTLIGHT
Cited for "outstanding
achievement" by the
Civil War Centennial
Commission, this dis-
tinguished TV series is
also a former winner of
the Sylvania Award for
"Outstanding Contri-
bution To Creative Tel-
evision Technique."
In the first year of
the Civil War Centen-
nial, over 70 markets
have telecast this
highly praised series.
And this is only the be-
ginning! The Civil War
Centennial will be of
public interest through
April, 1965.
TRANS-LUX
Among our many
sponsors are: General
Foods, Ralston-Purina,
Renault Auto, Conti-
nental Oil, Iron City
Beer and Nationwide
Insurance.
Some of the scores
of stations that have
telecast this series are:
all Westinghouse sta-
tions; WABC-TV, N.Y.
City; WMAL-TV, Wash-
ington, D.C.; KOMO-TV,
Seattle, Wash.; KMBC-
TV, Kansas City, Mo.;
WTVN-TV, Columbus,
Ohio and WTVR, Rich-
mond, Va.
13 dramatic action-
filled half hours based
on the amazing photo-
graphs of Mathew
Brady.
Produced by the
Westinghouse Broadcasting Co.
Distributed by
TRANS-LUX
TELEVISION CORP.
New York • Chicago • Hollywood
'ENTERTAINMENT FOR MILLIONS-
MILLIONS FOR ENTERTAINMENT"
M
>
u
COMPUTERS
(Continued from page 32)
Another service in the ARB ex-
pansion move is the addition of an-
other data segment — a geographical-
ly defined "marketing area" — to the
already-existing "Marketing Digest."
The idea here, says Gross, is to have
within the confines of one cover a
report giving overall marketing data
of basic marketing facts which can
be helpful in evaluating marketing
areas, station performance in those
areas, station rankings, etc. To be
published annually, the first of the
new reports is scheduled for release
this August.
Elsewhere in the computer/quali-
tative data picture, the TvB commit-
tee investigating the interest in and
cost of additional market research,
as well as the possibility of bringing
this data to a central place, as re-
ported in sponsor's computer re-
port no. 3 (21 May), is proceeding
according to plan, meeting with both
agencies and research houses, spon-
sor hopes to have a comprehensive
report on their findings in the next
several weeks. ^
ETV
(Continued from page 35)
meaning of the computer in the mod-
ern era as an extension of human
logic. IBM's investment in this series
will total more than $200,000.
Humble Oil and Refining spent
$100,000 for the rights to An Age
of Kings (the BBC production of
Shakespeare plays) over NET's affili-
ates. NET waived its rights to An
Age of Kings in New York and
Washington and thus gave commer-
cial outlets in those cities an oppor-
tunity to obtain the series, because
there were no etv outlets in either of
the two metropolitan areas. This, of
course, will be changed shortly in
New York with the arrival of WNDT
on channel 13. Additionally, Humble
Oil spent nearly $150,000 promoting
the series with special booklets, li-
brary and school posters, etc. Dr.
Frank Baxter provided special open-
ings and closings for An Age of
Kings.
American Cyanamid is presently
considering a continuing series en-
titled Science Central which will
show what is at the frontier of the
various sciences. To date, Cyanamid
has given NET approximately $30,-
*3
o
H
0
0
d
ft
"FRONTIERS OF
KNOWLEDGE"
RATES WITH
SPONSORS
NEW TELEVISION
SERIES CLICKS
WITH CLIENTS
"I found it fascinating!
— so will a TV audi-
ence!"—nine words
from the client and the
series is sold again.
First to Colgate-Palm-
olive Company; then to
First New Haven Bank;
then Motorists Mutual
Insurance Company.
"Frontiers" makes
good sense to anyone
(station, agency or
client) who believes
that television can in-
form, enlighten and en-
tertain in one half hour.
TRANS-LUX
12 half hour pro-
grams probe the future
of space, medicine,
crime detection, chem-
istry, science, trans-
portation and other
"Frontiers of Knowl-
edge."
Titles:
"Dead Men Tell Tales"
"The Shrinking Sky"
"Man's Deadly Burden"
"Concept:
One Medicine"
"The Miracle
of Speech"
"Tikal: Ruins of
Greatness",
"Conquest of Pain"
Plus five (5) more in
production
•
Produced by WFIL-TV, the
Triangle Publications' station
in Philadelphia, in coopera-
tion with University of Penn.
Distributed by
TRANS-LUX
TELEVISION CORP.
New York • Chicago • Hollywood
"ENTERTAINMENT FOR MILLIONS-
MILLIONS FOR ENTERTAINMENT"
SPONSOR
18 june 1962
47
i the production of the
World Book Encyclopedia lias giv-
en NET a grant in excess of $90,000
for a L3-program Beries which tells
the sage of 13 Bearchers fur knowl-
edge and liow tlic\ found that knowl-
edge.
National \— n. of Manufacturers
underwrote a 10-program series
called The tmerican Business Sys-
tem showing bow people plaj various
roles in the marketplace of American
economy. The content of the pro-
grams was determined In a commit-
tee of leading economic educators.
N VM's -rant was over $200,000.
\l l.< I<> asked NET to produce a
series tailed Briefing Sessions which
came t<> over $70,000.
Mead Johnson Laboratories, divi-
sion of Mead Johnson and Co., gave
a grant of $36,000 for a six-program
series entitled Family Doctor.
American Medical \ssn. gave $20,-
000 toward the production of a two-
program series called You and Your
Dot tor.
A number of Swedish companies
have underwritten, to the tune of
WBAP-TV RIDING HIGH AS COLOR
ENTHUSIASM GROWS TEXAS-SIZED
Roy Bacus, WBAP-TV Station Manager (with Linda
Loftis, Miss Texas): "Color TV is the ultimate in home
entertainment, education and advertising, and the
Dallas-Fort Worth market is enthusiastic. Our Color
shows are scoring high ratings, and we plan increases to
our 42-hour Color week. More and more advertisers are
enjoying Color TV's advantages and prestige." Color
TV can do Texas-sized things for you, too. Find out
how today from: J. K. Sauter, RCA, 600 N. Sherman
Dr., Indianapolis 1, Ind., Tel: ME 6-5311.
$70,000, an eight-program series,
Portrait of a Small Country, which
provides a basic knowledge of life in
Sweden. I nderwriters include Addo
Machine Co., Swedish-American
Steamship Co., and Volvo Import. Co.
Time, Inc., and Rand McNall) &
Company contributed $25,000 toward
the making of a half-hour program.
Face of the World.
Kraetzer told sponsor that NET
has been discussing potential program
series with such toprung American
companies as S. C. Johnson & Son,
Boeing Aircraft, Union Carbide,
Metropolitan Life. General Electric,
and U. S. Steel.
How do companies underwriting
NET"s program service- feel about
their participation in etv? Dr.
Charles R. DeCarlo, IBM's director
of education told sponsor: "America
today is deeply involved in scientific
and technological change. This
change is essential to our survival
and prosperity . However, such change
does not take place in a vacuum.
People must be prepared for it — both
to cause it and to be able to adapt
to it. The key to this preparation is
education. Television, a great land-
mark in technological advance, can
contribute profoundlv to the educa-
tion of children and adults for this
exciting era. IBM is delighted to
have the opportunity to help support
NETRC's outstanding program of
public education."
Edward Maher, vice president of
public relations for NAM. told SPON-
SOR that NET "was an excellent me-
dium through which to tell the story
of the American economy." The
NAM, he said, was pleased with the
objective approach NET has taken
in telling the storv "of the American
way of life."
Also heartwarming was the reac-
tion at American Cvanamid. John
Ford, director of public relations,
told sponsor there was widespread
agreement among his colleagues that
etv represents a significant oppor-
tunitv "for public service venture- In
industry. Cyanamid's explorations
in the field are aimed at determining
the role that a company can play in
helping to advance educational tele-
vision's scope and effectiveness,"
Ford declared.
Outpourings of thanks came from
Humble Oil and Refining for the
manner in which NET handled An
SPONSOR
18 JUNE 1962
Age of Kings. Herman P. Pressler,
vice president, public relations, told
NET that it was gratified "at the re-
sults to date of our decision to make
possible the broadcasting of An Age
of Kings on NET's affiliated stations
across the country . . . even our pre-
liminary measurements indicate a re-
action that far exceeds our most opti-
mistic hopes . . . our president wrote
to many business and community
leaders in viewing areas, calling their
attention to this cultural and yet non-
commercial endeavor ... all of this
has been most heartwarming. It has
strengthened our conviction that a
responsible corporation has both an
obligation and a very real opportu-
nity in joining with you in providing
the American people with such a re-
warding adventure in knowledge and
culture."
Observers in the broadcast field
point out that no longer is the etv
advocate merely a "do-gooder" with
fedora in hand when he approaches
big business with a suggestion to
underwrite NET programs. Accord-
ing to the observers, men such as
Kraetzer have a resounding and effec-
tive story to convey to big business —
a telling story why industry should
invest its money in etv. "We've just
begun to go places," Kraetzer ex-
claimed. He emphasized that NET
was not a film distributing agency
for institutional films. "We plan and
produce programs of scope, excite-
ment, talent and resources," he said.
They are the type of programs that
our stations cannot muster for them-
selves." In 1959, Kraetzer said. NET
got a terminal grant of $5 million
from the Ford Foundation to launch
its activities.
It has been pointed out. moreover,
there are some people who still be-
lieve that etv consists solely "of a
professor lecturing in front of a gray
drape, to be followed by another pro-
fessor lecturing in front of a gray
drape." This is a total misconception,
according to Kraetzer and White.
"Our objective is not to duplicate
but to supplement the normal com-
mercial fare," White told a group of
admen recently. "The task for non-
commercial, educational broadcast-
ing is to fulfill for large numbers of
people the particular interests and
needs that are not adequately met by
commercial television. This demands
wise and imaginative programing.
WAVE-TV gives you
28.8% more SMOKERS
—28.8% more viewers, minimum!
Since Nov.-Dec, 1957, NSI Reports have never
given WAVE -TV less than 28.8% more viewers
than Station B in the average quarter-hour of
any average week!
And the superiority during those years has
gone as high as 63.6% more viewers!
More viewers = more impressions = more sales!
Ask Katz for the complete story.
CHANNEL 3 • MAXIMUM POWER
NBC • LOUISVILLE
The Katz Agency, National Representatives
SPONSOR
18 june 1962
49
For while our Btations nevei dbould
exped to — and never do — ha\c the
majorit\ of Bd owners tuned to their
channel* at any one given moment,
we must program in such a way that
most >cl owners tune us in at one
time or another because something
we offer excites or challenges them.
Our program schedule i» best com-
pared t" a good library where \ou go
t.> select materials to fulfill in depth
your particular needs or interests of
the moment.
In addition to NET network under-
writer-, many affiliates have devel-
oped a fine assortment of local under-
writers. A series now in its third year
entitled The Golden Years on WMVS-
TV, Milwaukee, is being underwrit-
ten by Northwestern Mutual Life In-
surance Co. A number of other Mil-
waukee companies have underwritten
programs dealing with the struggle
between communism and capitalism.
\\ TTW, Chicago, obtained Marshall
Field & Co. as underwriter for Stor\ -
teller, a children's program. Garden-
er's Guide was underwritten by La
Salle National Book. Allied Radio
underwrote Voice Across the Sky, a
series on radio operation. A public
affairs special, dealing with Premier
COLOR TV PICTURE IN FLORIDA
BIG AND BRIGHT FOR WFGA-TV
Jesse Cripe, WFGA-TV General Manager: "Color TV
is paying off with the rapid growth of Color sets and
viewer interest in Jacksonville. Climbing circulation
has brought more and more advertiser requests for
Color, and our revenue is growing. Added prestige and
audience loyalty are two more WFGA benefits from
Color. Now, we're adding to our Color facilities and
programming." Color TV can pay off for you, too. Find
out how today from: J. K. Sauter, RCA, 600 N. Sherman
Dr., Indianapolis 1, Ind., Tel: ME 6-5311.
Nikita Khrushchev's last visit to the
I N was underwritten by the Buffalo
Courier Express over WNED-TV.
Buffalo. This is a small sample of
the wide variety of institutions pro-
viding grants on a local level.
"There is in fact a healthy and
growing relationship between indus-
try and non-commercial television,"
White said. "This is as it must be,
for if this fourth netw ork whose func-
tion it is to provide cultural and edu-
cational opportunities for all listen-
ers is to play an effective role it must
remain free — which means it is im-
perative it have a broad-based finan-
cial support from all elements of
\merican society, including indus-
try."
Barring any unforeseen mishaps,
industry leaders along with Kraetzer,
White and their colleagues firmly be-
lieve that more large corporations
will soon join the present company
of NET underwriters in an effort to
bring to the American people pro-
grams which further our common
goal — "the pursuit of excellence." Be-
fore long it will be fashionable, ob-
servers note, for big business to
embrace one of the most attractive
handmaidens in the communications
field, namely educational television.
NET, in particular, it appears, will
be wearing the wealthy admirer's
fraternity pin. ^
TIMEBUYER'S TWIST
(Continued from page 37)
the hosting station manager. Need-
less to say, the presentation suffered
greatly from the competition.
The following day, in agencies up
and down the avenues, timebuyers
who attended the party were dem-
onstrating the strange exhibition they
had witnessed. Some described it as
a sort of Ubangi fertility rite while
others thought it more representative
of St. Vitus' Dance. By afternoon,
the demonstrations spread from me-
dia to the creative, marketing, and
research departments. By evening,
sacroiliacs were exploding like pop-
corn.
On the day after that, Clive Shrug
was called — still twisting — onto the
carpet of Vice President Niblick.
"You," Niblick accused, "have
made MS&N the laughingstock of
advertising!"
"You," Niblick roared, "have
ruined our image! You're fired!"
50
SPONSOR • 18 JUNE 1962
Clive reddened, but went right on
twisting; he couldn't stop.
"And stop wearing out my Bige-
low!" thundered Niblick.
Meanwhile, the young lady in sta-
tion promotion had lost her job for
her role in helping to sabotage her
manager's presentation.
"That's a shad story," he said.
"Mush too shad," his friend
agreed.
"Not really," said Raoul. "It had
a happy ending:"
While Clive was in the process of
being fired by Mr. Niblick, in walked
the client who had that touchy cat
food account. He took one look at
Clive twisting and jiggling about like
a willow in a windstorm, and ex-
claimed, "There! That's what I like
to see! Some visible signs of nevous-
ness in my agency people!"
So Clive was rehired on the spot
and made associate media director
on the account.
His twisting also proved helpful
in his work. At agency plans board
meetings, it gave him an air of alert-
ness and the appearance of listening
to everybody at one. Clive became
very popular and later a vice presi-
dent.
"Not so shad after all," said half
of Raoul's audience.
"Mush better," said the other half.
"Only why was it hushed up?"
Just then another customer walked
into the bar. To say that he "walked"
does not quite describe it. His steps
faltered in the manner of an Arthur
Murray beginner trying the Hesita-
tion Waltz. His arms flapped wildly.
Raoul knew him well. He was
Haps Fitler, a station rep. The three
watched the pathetic approach.
"Thish guy coming," the one cus-
tomer asked, "is he doing the Time-
buyer's Twist?"
Raoul shook his head. "No," he
replied. "What you see now is the
beginning of America's next dance
craze — the Rep Step." ^
DETROIT STRIKE
(Continued from page 39)
time and depth — as other area sta-
tions did, WWJ gave its regular
women's show commentator, Fran
Harris, the additional task of report-
ing news carried in the women's
pages.
Since WWJ-TV is owned by the
Detroit News, one of the striking
{Please turn to page 67)
The smartest bees are those who go
where myriads of petunias grow r
y*-^
Smart advertising planners recognize the rich sales potential of In-
land California and Western Nevada markets. And they know that
a single media decision can put a selling message into this entire
area. BEELINE RADIO does it. The McClatchy stations reach more
radio homes than any other combination of stations here — at the
lowest cost per thousand. (Nielsen Coverage Service 1961, SR&D. )
McClatchy Broadcasting Company
delivers more for the money in Inland California and Western Nevada
PAUL H. RAYMER CD. — NATIONAL REPRESENTATIVE
KOH RENO . KFBK SACRAMENTO • KBEE MODESTO . KMJ FRESNO . KERN BAKERSFIELD
SPONSOR
18 june 1962
51
SPONSOR
WEEK
Advertisers
WRAP-UP
Syndication
(Continued from Sponsor Week)
But there are only three conven-
tional titles which appear set for
syndication through conventional
channels: CBS Films' jungle series
Tongola, ITC's Sir Francis Drake,
and Ziv-UA's "World of—," a bio-
graphical series.
Of course, this list omits unusual
programing syndicated by station
groups, including WBC's Steve
Allen, Storer programing, station
documentaries, TAC efforts, and the
life.
Bell & Howell still seems sold on
the controversial tv public affairs
format.
The camera firm has signed for
another year with ABC TV of 18
Close-Up shows, two more hours
than contracted for the current sea-
son. One reason for B&H's contin-
ued loyalty to this kind of sponsor-
ship: as of the end of 1961 this spon-
sor obtained share-of-market sales
leadership in amateur motion picture
equipment for the first time.
Another indication that the as-
sociation between Bell & Howell and
prime time public affairs is not a
PUBLIC SERVICE Citation is accepted by
WITH, Baltimore from the Department of the
Army. Station supported army recruiting with
time and assistance valued at some $34,228
HEARTY WELCOME is extended to Joseph
Kotler (r), new v. p. of Warner Bros, tv pro-
gram div. by pres. Jack Warner, on recent
visit to the film firm's studios in Burbanlc
EMBARKING on a 21-day tour of U.S. in-
stallations in Europe is WGBS, Miami news
dir. Spencer Danes. Journey with 17 other
newsmen was at invitation of State Dept.
BBDO COMPUTER digests its first auto-
matic broadcast presentation, developed by
RKO General Sales as BBDO's Herb Mane-
loveg and RKO's Don Quinn stand by
COMING ATTRACTION In town to promote his upcoming nighttime tv show on KPIX, San
Francisco, Steve Allen joined hostesses from the Gold Street Nightclub for a try at twisting
52
SPONSOR
18 jink 1962
fly-by-night one: virtually all of
B&H's ad budget is sunk into this
network tv effort.
There's a postscript to the above
dealing with Bell & Howell's han-
dling of a programing problem prob-
ably faced by other tv public affairs
backers.
Whereas this season's Close-Ups
were all half hours, the upcoming
series will include two one-hour seg-
ments. But for the most part, pro-
ducer John Secondari still has to
work within the half-hour limitation,
which he definitely feels to be a
handicap in the documentary area.
Close-Up has devised a formula
to fit the shorter time period: they
use one person as the symbol for
the whole episode and peg the prob-
lem on factors that make up his life.
For instance, in episodes concern-
ing Presidential security measures
and another on forgery, a secret
service man was selected, and the
action deals with how he functions
on such cases.
Carnation's fall network plans, via
Erwin Wasey, R&R, include the larg-
est tv commitment ever undertaken
by the company.
Schedule will include two new
NBC TV nighttimers ("The Virginian"
and "It's A Man's World") and four
daytime CBS TV shows.
Carnation estimates this will yield
77% greater commercial capacity
than in the past. It's the firm's first
bi-network season.
Campaigns: Carling Brewing has
launched its new Summer Fair cam-
paign, the most complete summer
ad push in its history . . . Campbell
Soup expects to spend in excess of
$12 million in the coming year on its
Red Kettle Soup Mixes, with heavy
tv spot a major factor in the intro-
duction . . . Colorforms, New Jersey
toy maker, is boosting its sales drive
this summer with the addition of 31
weekly tv spots on a local basis in
SPORTSMEN by avocation involved in tv
buy: Dorothy Sutton (EWR&R), tennis; Don
Park (KNXT, Li A.), golf; Frito-Lay's Dick
Crosby (basketball), George Ghesquiere
SOUND OF NEW YORK tapes are neatly wrapped and presented by WABC v.p. Harold L
Neal, Jr., to Mayor Robert F. Wagner. The series, produced by the station with N.Y.U.,
features interviews with top city officials. On hand (l-r): Dr. Theodore Lang, city personnel dir.;
Neal; Wagner; N.Y.U. professor Martin Dworkis; professor Arnold Gorin, who conducted show
SALUTE TO SPACEMEN — Service Awards presented by WVEC-TV, Norfolk-Hampton and the city of Hampton, home of the astronauts. Above
(l-r): Astronauts Schirra, Slayton, Carpenter, Hampton Mayor George Bentley, space program associate dir. Walter Williams, Glenn, Cooper
SPONSOR
18 JUNE 1962
53
IN THE MR- EVERYWHERE
IN GREATER KANSAS CITY
RADIO
KBEA
KBEY
FM
Represented
Nationally
by
Broadcast
Time Sales, Inc
Another Station of
PUBLIC RADIO CORPORATION
KAKC— Tulsa
KBEA-KBEY/FM
Kansas City
KXYZ— KXYZ/FM
Houston
One of America's Fattest Growing Radio Groups
Cuisine Exquise . . . Dans
Une Atmosphere Eiegante
RESTAURANT
voiym
575 Park Avenue at 63rd St
NEW YORK
Lunch and Dinner Reservations
Michel : TEmpleton 8-6490
addition to its schedule on CBS
TV.
PEOPLE ON THE MOVE: Anthony E.
Valle to executive vice president in
charge of marketing at Eversharp
. . . Kenneth Mason to advertising
director, effective 1 July, at Quaker
Oats . . . Vernon A. Stromberg to
associate media manager of Lever
Bros. . . . James W. Andrews, adver-
tising and merchandising manager
of General Foods' Maxwell House di-
vision to marketing manager of the
Jell-0 division and Victor A. Bonomo,
product manager of Instant Maxwell
House to advertising and merchan-
dising of that division . . . Arthur P.
Williams to president of Laura Scud-
der's, snack foods manufacturer re-
cently acquired by Pet Milk . . .
Howard D. Wolfe, vice president,
sales and advertising to a director
and Lloyd Elston, board member and
former manufacturing vice president
to executive vice president of Peter
Paul . . . Dick Paige to the news-
paper advertising bureau, ANPA.
Agencies
BBDO is making sure that no listen-
er to a radio network affiliate misses
out his summer on the Pepsi-Cola
jingle.
The agency last week bought a
saturation schedule on CBS Radio,
giving Pepsi a grand slam of net-
work activity.
In other words, it's on all four
networks.
Appointments: Traub Co., Bronson
Manufacturing, Roses, Inc., Ira Wil-
son & Sons, and Allied Florists Assn.
for Greater Detroit to Meldrum &
Fewsmith, Birmingham, from the
Fred M. Randall Co. of Detroit which
has been dissolved . . . Shop-At-
Home divisions of Gilchrists' Stores
to Allenger Advertising, Brookline
. . . Gordon Jewelry to Frank Tarn-
men, Houston for tv advertising . . .
Lady Arrow division of the Arrow
Co. to Young & Rubicam . . . Sarong
Inc. to Young & Rubicam . . . Caressa
Shoes, Golden Valley Brands, Car-
mel Myers and Parachlor Chemical
to Moss Graff Associates . . . Norel-
co hearing aids, a new product, to
C. J. LaRoche, which already han-
dles the electric shavers.
Reported on the move: American
Home's Dristan, from Tatham-Laird
($6 million).
New agency: Alfred E. F. Stern and
Mann Scharf have formed Stern &
Scharf with offices at 9021 Melrose
Avenue, Los Angeles.
New name: An independent west
coast agency which has operated
for the past three years, with others
under the name Associated Advertis-
ing Councellors has changed its
name to Svenson & Associates and
moved to new offices at 331 15th
Street, Oakland, California . . . Geyer,
Morey, Madden & Ballard is now
called Geyer, Morey & Ballard to re-
flect the move of Madden to Mc-
Cann-Erickson.
Top brass: Kevin Kennedy to Len-
nen & Newell as senior vice presi-
dent and management account su-
pervisor on the P. Lorillard account.
New v.p.'s: C. Alec Pollard at Valen-
tine-Radford, Kansas City . . . Rich-
ard R. Strome at Ted Bates . . . Wil-
bur T. Trueblood, Jr. at Krupnick &
Associates . . . Louis J. Nicholaus
at Geyer, Morey, Ballard, Los An-
geles . . . Carroll C. Grinnell and
John M. Maupin at BBDO New York
. . . John S. Harper at Chirurg &
Cairns' subsidiary, Creative Public
Relations ... Ian W. Beaton and
Jack R. Hendrickson at D. P. Brother
Detroit . . . Joseph T. Shaw, Jr. and
Robert J. Buck at Dancer-Fitzgerald-
Sample . . . Lawrence S. Parker at
K&E . . . Robert J. Preis at Bates.
PEOPLE ON THE MOVE: Robert
Huntley to the copy staff at MacFar-
land, Aveyard . . . Warren Jacobson
to account executive at The Shaller-
Rubin Co. . . . Gerald Charm to as-
sociate art director at Wexton . . .
Hugh R. Mack, Jr. to account execu-
tive in the Birmingham office of
Meldrum & Fewsmith . . . Jack H.
Kurs to media director at Metlis &
Lebow . . . Norman T. Mingo to
Donahue & Coe as an account ex-
ecutive.
54
SPONSOR
18 june 1962
Associations
Part One of a proposed extensive
three-part program of international
service under the auspices of the
Educational Foundation of American
Women in Radio and Tv is ready to
enter its pilot stage.
It calls for providing an English-
speaking foreign woman, profession-
ally engaged in radio and tv, with
an eight-week nationwide study of
commercial and educational broad-
casting in the U. S. The visitor will
spend two weeks in each of four
different geographical areas.
TV Stations
TvB reported tv gains from two prod-
uct categories in 1961 and the first
quarter of this year.
Household paper products and
aluminum increased tv dollars by
28.9% in the first quarter to $7,220,-
515. For the full year 1961, 70.8% or
$23,013,331 of measured consumer
media expenditures went to tv.
Leader was Scott Paper with three-
media billings of $8,958,310 of which
total 88.8% was for tv.
Half of all measured consumer
media money by photographic equip-
ment and film manufacturers went
to tv in 1961, adding up to $10,842,-
221. This compares with 1960 tv bill-
ings of $9,994,604. Leader was East-
man Kodak which spent 44.5% or
$5,204,151 of its budget in tv.
WPIX, New York has hoisted the
SRO sign for all pre and post game
shows, station breaks and i.D.'s
around the New York Yankee tele-
casts.
United Air Lines picked up, via
Ayer, all primary I.D.'s for the sea-
son completing the sponsor roster
which already includes: American
Doll & Toy, Bardahl Manufacturing,
Chase Manhattan Bank, Colgate
Palmolive, General Mills, Hertz, Bris-
tol-Myers, Melville Shoe, Mobil Oil,
Texaco, J. B. Williams, Ford Dealers
of New York, New Jersey and Con-
necticut.
"Sportsman's Club" which is pre-
sented prior to the pre-home games
has been sold to General Electric's
Housewares division via Maxon.
PEOPLE ON THE MOVE: Randolph
S. Brent to station manager for
WVEC-TV, Norfolk-Hampton . . . Louis
L. Tyrrell to chief engineer for
WABC-TV, New York ... Hal Shore
to sales manager of WNEM-TV, Flint
. . . Lynn Dender, formerly of ARB,
to Don Kemper Advertising in pub-
lic relations . . . Earl J. Glade to vice
president and Saul Haas to the board
of Radio Service Corp. of Utah . . .
Seymour "Hap" Eaton to general
sales manager for WJBK-TV, Detroit
. . . Richard F. Ahles to information
director of WTIC-TV and radio, Hart-
ford.
Kudos: WNAC-TV, Boston got a Cita-
tion of Merit from the Cambridge
School for public service program-
ing . . . John A. Schneider, general
manager of WCAU-TV, Philadelphia
has been appointed to a 14-member
Pete Holland, of S.S.C.&B., joins the Tricorn Club
How come? He's wise, that's how. Wise to the fact that North Carolina's
No. 1 metropolitan market (in population, households and retail sales) is that
combined three-city "tricorn" . . . Winston-Salem, Greensboro, and High
Point. Want to join the Tricorn Club? You're probably eligible already, if
you're also wise that North Carolina is the No. 12 state in population. And
in the market upper crust today, my deah, one simply doesn't ignore the
No. 1 market in the No. 12 state! And while you have your lorgnette out,
remember WSJS Television is your best sales entree to all this Confederate
m0ney- Souice: U S. Census
TELEVISION
WINSTON -SALEM GREENSBORO /HIGH POINT
Ted VanErk. of Peters-Griffin-Woodward, "hats" Pete with Club symbol
SPONSOR
18 june 1962
55
committee of community leaders who
will map plans for a projected $10,-
000,000 expansion of facilities at the
city's Trade and Convention Center
. . . Odin S. Ramsland, executive v. p.
and general manager of KDAL, Du-
luth-Superior, was elected a director
of KDAL Inc. . . . Thomas P. Chis-
man, president and general manager
of WVEC-TV, Norfolk-Hampton has
been appointed to the Virginia Ed-
ucational Tv Committee . . . Eldon
Campbell, vice president and gen-
eral manager of the WFBM stations
in Indianapolis was awarded a doc-
tor of humane letters degree by the
Christian Theological Seminary of
Butler University . . . WNAC-TV, Bos-
ton news cameramen won three
awards in the 37th annual photo-
graphic contest of the Boston Press
Photographers Assn. . . . Brevard
Junior College commended WLOF-
TV, Orlando for distinguished serv-
ice to the community.
Radio Stations
The RKO General National Sales di-
vision is circulating to agencies a
new presentation on the Yankee Net-
work.
Featured is new research date re-
flecting the balanced effectiveness
of the network based on sales dis-
tribution throughout the six-state
New England area and qualitative
information on its key station,
WNAC, Boston.
Ideas at Work:
• In honor of Father's Day, WINS
offered listeners the opportunity of
taking dad to a New York Yankee
game. To win: "Why my Dad is a
Good Sport" in 50 words or less.
• WBBF, Rochester broke all at-
tendance records with its fifth an-
nual family prom. Crowd exceeded
15,000.
• Travel habits of families in the
WQXR, New York listening area are
included in a brochure being sent
to more than 2,000 travel advertisers.
• A new concept for radio, utiliz-
ing the visual as well as the audio,
was launched by WWYN, Erie tagged
"Watch the Weather on Radio." The
feature is made possible by the new
glass-fronted showcase studios on
street level at Erie's busiest inter-
section.
• KBON, Omaha has added a
"newsboat" to its fleet of mobile
broadcasting equipment. The sta-
tion originates live reports on local
boating conditions 10 times each
weekend, direct from the newsboat.
Happy birthday: To CKLW, Detroit,
celebrating its 30th anniversary dur-
ing June. Station got a Citation ol
Commendation from Governoi
Swainson for faithfully and diligent-
ly meeting its responsibilities.
PEOPLE ON THE MOVE: William M.
Kennedy to program and promotion
manager at WLYN, Lynn, Mass. . . .
Ken Quaife to assistant sales man-
ager in charge of midwest sales at
WOW, Omaha.
Kudos: The state of Maryland and
the city of Baltimore have officially
designated June as WFBR 40th An-
niversary Month.
1
There seems to be a trend among fm
stations to encourage agency inter-
est in stereo commercials, via con-
tests
WTFM, New York has just com-
pleted such a competition (SPON-
SOR, 11 June, p. 63) and now KPEN,
San Francisco has announced its
"Stereo Commercial Challenge."
The contest is open to timebuyers
in San Francisco and Los Angeles.
Entries will be accepted through 31
July and prizes include multiplex
stereo receivers and up to 50 free
commercials for the client on whose
behalf the winning commercials
were submitted.
Another contest beamed at agencies
comes from The Greater Seattle FM
Broadcasters Assn.
Formed recently to promote fm
broadcasting in that area, the asso-
ciation is now looking for a logo
and slogan. Nine charter members
are offering $350 of air time and a
Zenith console stereo set valued at i
$335.
This contest ends 30 June.
WLIR, Garden City has increased its
stereo broadcasting to a full-time
schedule.
The station, which began multi-
plex stereo broadcasting on 13 Sep-
tember, 1961, now broadcasts 16
hours per day during the week and
17 hours on Saturday and Sunday.
Networks
There's a practical by-product from
NBC TV's recently re-affirmed good
will statement about the NAB Code
Authority.
In a letter to affiliates David C.
Adams, senior executive vice presi-
dent supported NAB prescreening in
border cases. By strengthening in-
dustry self-regulation broadcasting
will avoid extensions of government
regulation, Adams wrote.
As an additional measure toward
keeping affiliates informed, NBC's
Broadcast Standards editors will
prepare an appropriate synopsis of
each program episode in the adven-
ture, western and suspense drama
categories as they review the scripts.
These advance program summaries
will be sent to affiliates and the
Code offices.
New affiliate: Capital Cities' Dur-
ham-Raleigh outlet, WTVD, has
joined the NBC TV network . . .
WHAM, Rochester to ABC Radio.
Sales: NBC TV's reruns of "Captain
Gallant" starting 29 September to
General Mills (Dancer-Fitzgerald-
Sample) and Schaper Mfg. (Knox
Reeves) . . . "The Virginians," "Sam
Benedict," and "It's a Man's World"
participations to Peter Paul . . . NBC
Radio's "News on the Hour" for
seven alternate weeks co-sponsor-
ship to Wynn Oil (Erwin Wasey,
Ruthrauff & Ryan).
Summer replacement: "Sir Francis
Drake," a dramatic half-hour filmed
in England and handled by ITC will
start on NBC TV 24 June (8:30) filling
56
SPONSOR
18 june 1962
the time period of the vacationing
"Car 54, Where Are You?" Procter &
Gamble (Burnett) will sponsor.
PEOPLE ON THE MOVE: Don Curran
from promotion director of the ABC
radio o&o's to that post for the tv
o&o's . . . Robert R. Pauley, ABC
Radio president, to the Radio Board
of Directors of the NAB and Morti-
mer Weinbach, ABC vice president
and assistant general counsel of
AB-PT, to the Television Board of
Directors of NAB.
Representatives
AM Radio Sales has inaugurated a
plan of specialized research for na-
tional advertisers.
The first one, based on a special
Nielsen analysis, compares impres-
sions gained with a tv spot news
schedule to a contemplated spot ra-
dio schedule on three competitive
radio stations in the same market.
Compared are total impressions,
unduplicated homes reached, audi-
ence composition, number of view-
ers vs. listeners per home and fre-
quency of exposure to commercial
messages.
Continental Broadcasting has
opened a Los Angeles office, reflect-
ing the recent acquisition of KDAY
in that market.
The firm, which is a subsidiary of
Rollins Broadcasting and reps the
Rollins stations (WNJR, Newark,
WBEE, Chicago, WRAP, Norfolk,
WGEE, Indianapolis, KDAY) already
has offices in New York and Chicago.
Named to head the new branch
is Hank Guzik.
Rep appointments: WISN, Milwaukee
to Daren F. McGavren Co. . . . KIMN,
Denver to John Blair.
PEOPLE ON THE MOVE: James D.
Bowden to midwest manager in Chi-
cago for Broadcast Clearing House
. . . Tom Judge to account executive
in the New York office of CBS Tele-
vision Stations National Sales . . .
Esther M. Rauch to director of radio
research and sales development at
Adam Young . . . Joseph E. "Bud"
Mertens to account executive in the
Chicago office of Storer Television
Sales . . . Harry Harkins to manager
of the Atlanta office for Boiling . . .
Norman R. Prouty to the New York
radio sales staff of Advertising Time
Sales . . . Robert E. Ryan to man-
ager of sales development for CBS
Radio Spot Sales.
Film
Westinghouse Broadcasting can
count at least 17 stations on its ros-
ter when the new, on-tape, late-night
"Steve Allen Show" debuts next
week.
The 12 stations outside Westing-
house's own five are: KTLA, Los An-
geles; WTOP-TV, Washington, D. C;
KMBC-TV, Kansas City; KTVI, St.
Louis; KRNT-TV, Des Moines; KATU,
Portland; WGAN-TV, Portland, Me.;
WLWI, Indianapolis; WCCO-TV, Min-
neapolis; WHYN-TV, Springfield;
KOOL-TV, Phoenix; WPIX, New York.
There are two recent ratings stories
from film companies which tout the
(Please turn to page 64 I
N
"COLOR IS KEY TO MARKET
LEADERSHIP," SAYS WSAZ-TV
C.Thomas Garten, WSAZ-TV General Manager: "Color
TV enthusiasm is growing fast in the Charleston-
Huntington area. Color is greatly influencing program
selectivity. It has proven promotional advantages.
We're the leader in this market, and one sure way to
stay in the lead is with more and more Color." Have
you looked into Color TV? It pays. Find out how it can
pay off for you from: J. K. Sauter, RCA, 600 N. Sherman
Dr., Indianapolis 1, Ind., Tel: ME 6-5311.
SPONSOR
18 june 1962
57
r
ROCHESTER, NEW YORK
IS MOVING . . .
fiVi
* "12
r*s
midtown plaza — the gigan-
tic shopping city of tomorrow,
here today- boldly unique in
America — a vibrant milestone
in a dynamic metropolis' march
into prosperity!
ROCHESTER, NEW YORK — a
progressive city of high skill,
high employment, high income,
high ownership — witness:
SPENDABLE INCOME
. . . 19% above national average
SKILLED, PROFESSIONAL AND
TECHNICAL EMPLOYEES (54%)
. . . 29% above national average
HOME OWNERSHIP (67%)
... 21% above national average
INCOME ABOVE $10,000/YEAR
. . . 23% of Rochester metro area
(All figures courtesy
Rochester Chamber of Commerce— 1962)
TO REACH DEEP INTO THE PROSPERITY OF ROCHESTER, NEW YORK,
YOU CAN NOT CHOOSE A MORE RESPONSIBLE VOICE THAN . . .
WHEC-TV
CHANNEL 10, ROCHESTER, N.Y. -«*®
58
SPONSOR • 18 JUNE 1962
What's happening in U. S. Government
that affects sponsors, agencies, stations
PUBLICATIONS INC.
WASHINGTON WEEK
18 JUNE 1962 The naming of the new FCC commissioner turns into a cliff-hanger, with the
copyright 1962 usual oracles making the usual guesses, unperturbed by past mistakes.
sponsor t^ dea(Jiine draws near, in that the John Cross term ends on 30 June. However,
Congress has now provided that a commissioner can serve until his successor is appointed,
so urgency is absent.
Powerful Rep. Oren Harris (D., Ark.) leads the entire Arkansas Congressional delega-
tion in urging the President to reappoint Cross. Cross, often aligned with the FCC conserv-
atives is no favorite of Newton Minow's, and Minow is strong in the White House.
Harris, however, appears to have at least the tacit backing of Sen. Warren Magnuson
(D., Wash.), chairman of the Senate Commerce Committee which has in the Senate the
same jurisdiction over broadcasting matters that the Harris Commerce Committee has in the
House. Magnuson has kept his hands off the appointment, true. But he has a candidate,
his own protege Kenneth Cox, now heading up the FCC's Broadcast Bureau.
Magnuson appears to be content to have Cox wait until T. A. M. Craven's term is up
next year. This could be interpreted as leaving the field open for Harris' man this year. It
probably is not lost on the White House, which often needs the potent help in Congress
Magnuson and Harris can give.
There is no doubt that Minow would like a vote he could depend on more often. And
it is curious that Cross has followed his own well-worn voting path, though it is tra-
ditional for Commissioners wishing reappointment as he does to veer toward administration
positions.
In brief, there might be some suspicion that any swing of the FCC balance may be
delayed for another year, that it might be Cross this year and Cox next year so the
White House can keep powerful lawmakers happy.
Acting under the reorganization authority newly received from Congress, the
FCC has officially set up a review board and denned its duties.
Purpose is to take routine matters off the loaded backs of Commissioners, and
therefore to speed up all FCC processes.
The Review Board will consider appeals from hearing examiners' decisions on all but
the most important am-fm matters, and the Commission will have the right to turn down
appeals for further review by the Commissioners, themselves.
Starting date for the new method is 1 August, and members of the Board are Donald
Berkemeyer, chairman, now head of Opinions and Review, Joseph Nelson, top man in Re-
newals and Transfers Division; Dee Pincock. assistant general counsel, and Commissioner
Bartley's engineering assistant Horace Sloane.
Another change will permit final decisions to be made by a panel of one or more
commissioners.
The FCC barked, and now it has bitten.
It recently warned against what it described as the widespread practice of doublebill-
ing local advertisers so they could collect more than they have coming on co-op advertising
from national advertisers.
Now WDOV (AM-FM), Dover, Del., has been hit with a complaint alleging the
station engaged in the practice. (Please turn to page 61 )
sponsor • 18 june 1962 59
SPOT-SCOPE
Significant news, trends, buys
in national spot tv and radio
18 JUNE 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
There's a spot tv neophyte now eonfined to the west coast which stations and
reps are eyeing with national interest.
The newcomer is MacLeans Toothpaste, a Beecham product, testing tv spot in
several California markets. (The account's 1961 stab at spot was a minimal $1,600.)
It's expected that Beecham, a heavy user of the medium for Brylcreem ($139,950 in 1961)
and Silvikrin shampoo ($21,480) will lay down a considerable chunk of coin this time in
its effort to crack the U. S. toothpaste market.
The account is handled out of K&E.
Eastern Airlines probably didn't plan it that way but the entire airline indus-
try is flying in on the coat tails of its current radio spot campaign.
The unique Flight Facts service in 10 major markets broadcasts, every hour on the hour
from 6 a.m. to midnight, individual reports on Eastern's own flight schedules, weather con-
ditions, etc. In some cities like Chicago (WLS), Eastern's is the only service of its kind
on the air. Designed originally to help alleviate snarls on the Eastern switchboard when
questionable weather conditions crop up, the campaign has also cut down the wear and
tear on telephone lines to Eastern's competitors in major cities. Listeners logic its
a pretty safe bet that if Eastern is late leaving Miami because of fog, so will be Delta, TW \.
etc.
Another breakthrough on the local airwaves involves United Air Lines' outlay of an
estimated $25,000 in the New York market. The airlines, via Aver, has picked up all
the primary I.D.'s before and after the Yankee games on WPIX, with the contract ex-
tending through 30 September.
What marked the spot tv side of the business last week was the return of sev-
eral products which haven't been around for a while.
My-T-Fine, which was the biggest spot tv spender in the Penick & Ford stable last year
($154,580) is lining up kids minutes for the fall; Lysol disinfectant, a less hefty
user of the medium is going in for a short campaign and Edward Dalton, which spent $18,-
960 in spot tv for Nutrament last year is launching a six-months campaign.
For details of this and other spot action of the past week see items below.
60
SPOT TV BUYS
Charles Pfizer is buying schedules for Limmits, a weight reducer, in about 20 markets.
Placements of day and night 60's start 25 June and run till the end of the year. Agency: Wm.
Est\, New York. Buyers: Phil McGibbon and Dave Brown.
Penick & Ford is seeking live minutes in kids shows, with schedules to start 10 September
and run for 10-13 weeks, depending on the market. Campaign is on behalf of My-T-Fine
desserts. Agency: Grant. Buyer: Helen Hartwig.
Lelni & Fink Products is buying for Lysol Sprav, seeking several markets for schedules
"f minutes. Campaign starts 16 Julv, with prime nighttime spots running for seven weeks
and daxtime spots running for 11 weeks. Agency: Geyer, Morey & Ballard. Buyer: Marge
Langone.
Bristol-Myers starts on 2 July for Ipana toothpaste. Schedules of prime and fringe min-
SPONSOR • 18 JUNE 1962
I
SPOT-SCOPE continued
utes are being set for six weeks via agency Doherty, Clifford, Steers & Shenfield New York.
Buyer is Marv Glasser.
Edward Dalton division of Mead Johnson launches a campaign today, 18 June on behalf
of Nutrament. Long-term runs are daytime and nighttime minutes, with 16 December the
termination date. Agency: Kenyon & Eckhardt. Buyer: Lucy Kerwin.
Oscar Mayer, Chicago will promote its meats with eight-week schedules of I.D.'s which
kick off today in about 10 markets. Agency: J. Walter Thompson Chicago. Buyer: Larry
Claypool.
Procter & Gamble is back on the buying line for Mr. Clean. Nighttime minutes start on
the first of next month and will continue through the P&G year in selected markets. The
buying is being done out Tatham-Laird Chicago. Buyer: Annette Nalpede.
H. J. Heinz will promote its baby foods division with prime breaks and fringe minutes
starting 15 July. The campaign is for 10 weeks in several markets, but there will be hiatuses.
Agency: Maxon, Detroit. Buyers: Marvin Berns and Bob Inman.
Van Camp Sea Food Co. is going in for 10 weeks starting 24 June on behalf of Chicken
of the Sea Brand Tuna. Campaign consists of nighttime fringe minutes and prime breaks.
Agency: Erwin Wasey, Ruthruff & Ryan Los Angeles. Buyer: Dorothy Sutton.
Pacific Hawaiian Products has lined up several top markets for a one-week run on be-
half of its Hawaiian Punch. The drive is from 26 June-2 July, using breaks and I.D.'s. The
account is handled out of Atherton-Privett, Los Angeles. Buyer: Jane Leider.
Colorforms plans a big summer push based on the theme "take along Colorforms" on va-
cations, to camp, etc. All major markets will get heavy-frequency schedules to supplement
network. Agency: Kudner.
Procter & Gamble is looking around for avails on behalf of Joy. There's some extra cash
in the budget which must be spent before the end of the month. Agency: Leo Burnett,
Chicago.
SPOT RADIO BUYS
Mennen is kicking off a campaign for Spray Deodorant 18 June for 14 weeks. About 25
markets get six 30's per week in morning drive time. The client is using only the top-rated
station for a male audience in each market. Agency: Warwick & Legler. Buyer: Joe Hudack.
WASHINGTON WEEK (Continued from page 59)
Of course the FCC had more complaints against the Henry Rau station than that. There
were also allegations that the station sold commercials during time they were on the air. on
an emergency basis and willfully falsified logs to cover up that fact. But this is the first
time so-called double billing has gotten a station into trouble. Another novel feature of these
proceedings is that the FCC announced it will consider whether to revoke the licenses,
if the station is found guilty, or merely impose a fine.
Theatre owners, unaided by broadcasters, have gone to the court of last re-
sort, the Supreme Court, in an effort to head off the RKO Hartford pay-tv experi-
ment.
They hit most heavily at a contention that the FCC should have considered whether it
must regulate rates, but which it failed to do.
sponsor • 18 JUNE 1962 61
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
18 JUNE 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Rumors on the Madison Avenue wing have it that International Playtex has
another agency move in the offing.
The busines is now split between Bates and Reach McClinton.
Another report making the rounds is that a heavy industries account (this one is defi-
nitely not U. S. Steel) is scouting around for another nest.
Jacob L. Barowsky, who cashed in his Lestoil chips for several million not so
long ago, isn't idling in the glow of his mint.
He's hoping to do with canned chowder, expanding likewise region by region, what
he did with the allpurpose cleanser, via the acquisition of Jack August, Inc., in
Northampton, Mass. Repeating history, Barowsky's buying daytime tv spots.
The continuing exodus of longheld accounts from Philadelphia agencies to
New York agencies must have the chapter in Philadelphia a little concerned.
Among the recent migrants: Fels, from Aitkin-Kynett to Manoff; R. T. French,
from Richard A. Foley to JWT; Quaker City Chocolate & Confectionery, from
Bauer & Tripp to Donahue & Co.
Tv could have something to do with the drift, the clients maybe wanting to be closer to the
heart of this buying activity.
Some day somebody will write the saga of the strange and inscrutable ways
that many a tv series got started on the networks.
Like, for instance:
• The initial script not being even completed when the series was scheduled and
offered for sale.
• Network program contactmen in Hollywood getting the runaround when
they sought to find out from the producing studio what was going on.
• Network people getting a squint at the opening episode often only a week
before airing date.
Looking back just five years ago in this business can be a source of intriguing
contemplation.
Take, as an example, these happenings which SPONSOR-SCOPE recorded five years
ago this week:
• Ford uncorked its last big splash on network radio via a CBS expenditure of
about $5.5 million, with incidental intent to overshadow Chevrolet in that medium.
• Ten sponsored shows in the coming fall's schedule would be fronted by
name vocalists, compared to 11 featuring the art of gunslinging.
• Maxwell House lendleased its schedule of ID's on 80 stations to Bristol-
Myers' Ban for three summer weeks. (The stratagem hasn't been tried since.)
• Y&R's research department took a stab at the mystery of mysteries by an-
nouncing it was going to chart the ingredients that make for a successful tv series.
• Pat Weaver let it be known that he had organized a Saturday night network of
14 stations to carry an hour and a half of sponsored dance band music. (For you
sequel sticklers: nothing happened.)
62
SPONSOR
18 june 1962
KDAL
Duluth-Superior
Plus
NOW 63rd IN AVERAGE HOMES DELIVERED!
*KDAL-TV now delivers Duluth-Superior plus coverage
in three states and Canada— through a recently completed chain
of fifteen new, licensed "translator" stations!
With this unique operation, KDAL's picture is clearly received by
such distant communities as Fort William and
Port Arthur, Ont. (211 miles), Walker, Minn. (136 miles),
International Falls, Minn, and Fort Frances, Ont. (168 miles),
Bemidji, Minn. (155 miles) and White Pine, Mich. (110 miles).
This very important plus ranks KDAL 63rd
among CBS affiliates in average homes delivered! (ARB— Nov. 1961)
So take a second look at the Duluth-Superior
plus market. It's bigger than you think! And only KDAL— serving
over 250,000 television homes-
delivers it all!
KDAL
CBS RADIO/TELEVISION/3
AN AFFILIATE OF WGN, INC.
Represented by
Edw. Petry
&Co.,
•> ■ * Inc.
WRAP-UP
[Continued from page 57)
ability of syndicated features to
compete with network competition.
Seven Arts points to the latest
ARB for Nashville which reveals that
Saturday night viewing in that mar-
ket has jumped by 40% and Friday
night sets-in-use increased by 9%
since the scheduling of the Warner
Bros, post-1950 features on WLAC-
TV.
MGM's "Mogambo," part of its
post-1948 group, drew a 48% share
of audience in Jacksonville recently,
according to a special ARB survey.
Sales: Allied Artists Tv's Science
Fiction series to seven stations . . .
Banner Films first group of 130 epi-
sodes of Debbie Drake to four more
stations raising the market total to
99. Banner will also put into syndi-
cation a second group of 130 pro-
grams on 1 July . . . MGM-TV's "The
Eleventh Hour," "Sam Benedict"
and "Dr. Kildare" to P&G for fall
showing in Canada on the CTV Net-
work . . . Jayark Films' "Bozo the
Clown" and "Bozo's Cartoon Story-
book" to five additional stations,
raising the world-wide total to 208
and the Blockbuster features to
seven more markets raising the total
to 193 .. . United Artists Associated
reports five renewals each for its
"Popeye" and Warner Bros, cartoons,
upping the market totals to 172 and
169 respectively . . . Trans-Lux's new
"The Mighty Hercules," produced by
Adventure Cartoons for Television,
to WBZ-TV, Boston, KDKA, Pitts-
burgh, KPIX-TV, San Francisco,
WPIX, New York.
PEOPLE ON THE MOVE: Abe Man-
dell to executive vice president of
ITC . . . John L. O'Brien to the newly-
created post of Latin American sales
manager at MGM-TV . . . John David-
son and William P. Andrews to dis-
trict sales managers of WB's tv divi-
sion. Davidson will have the south-
east out of Atlanta. Anderson is cur-
rently operating out of New York.
Station Transactions
Biscayne Television, which owns and
operates WCKT (TV), Miami, has
lodged an appeal with the U. S.
Court of Appeals for a reversal of
the recent FCC order challenging its
continued right to operate the sta-
tion.
Niles Trammell, president of Bis-
cayne, said that the grant under
which the company constructed and
has operated the station since 1956,
has been the subject of almost con-
tinuous litigation since that time.
As part of its case for reversal,
Biscayne points to station accom-
plishments including a Peabody
No single commission can match
the rewards of a good name
Ours is a business vitally dependent upon confidence, an asset too
important to risk on any sale. In selling or buying a broadcast property,
your greatest protection i- Blackburn's often demonstrated willingness
to reject a sale rather than risk our reputation.
BLACI£JBUjRj^N & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO
lames W. Blackburn H W. Cassill
lack V. Harvey
Joseph M. Si trick
Cerard F. Hurley
RCA Building
FEdcral 3-9270
William B. Ryan
Hub |ackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
AUANTA
Cliford B. Marshall
Stanley Whitaker
Robert M. Baird
|ohn C Williams
1102 Healey Bldg.
|Ackson 5-1576
BEVERLY HILLS
Bennett Larson
Colin M. Sclph
Calif. Bank Bldg
9441 Wilshire Blvd.
Beverly Hills, Calif.
CRestvicw 4-2770
award for documentary shows, cita-
tions from Sigma Delta Chi and the
Freedom's Foundation George Wash-
ington honor medal for reports on
Communism in the Miami area.
West Virginia's Jefferson County now
has its own radio station since the
sign-on of WXVA.
The Charles Town outlet is owned
by Arthur W. Arundel, also president
and owner of WAVA (AM & FM) in
Arlington, Va. Executive vice presi-
dent and general manager is J.
Strider Moler.
Call letter changes: WSHE, Raleigh
to WLLE, reflecting the new owner-
ship of Raleigh-Durham Broadcast-
ing and the new all-negro format
. . . KDUB (AM & TV), Lubbock to
KLBK (AM & TV) . . . KRIC (AM &
FM) to KAYC (AM) and KAYD (FM),
Beaumont.
Public Service
Radio stations across the country
are participating in a "School's Out
—Drive Carefully" campaign.
The Automobile Club of Southern
California released some 1,200 tran-
scriptions to stations for use during
June as part of the AAA's public
service program. The spots vary
from 10-60 seconds.
Public Service in Action:
• KHOU-TV, Houston will pre-
miere a locally-produced series in
November called "The Magic Room,"
designed to stimulate the interest
of young people in the liberal arts.
• WADO, New York has launched
a series of programs called "The
Voice of the Firemen," personal in-
terviews by Spanish-speaking mem-
bers of the Bureau of Public Infor-
mation and Education of the Fire
department.
• WSB-TV, Atlanta presented full
and accurate coverage of the plane
disaster which marked perhaps the
darkest day in Atlanta's history.
Sponsors waived commercial time
on the station the day of the crash.
• WXYZ, Detroit produced an
hour-long, two-part documentary ex-
64
SPONSOR
18 it m: 1962
it's SMOOTH SELLING with wfaa
WFAA radio is delivering more in the big Dallas-Fort Worth
market. Reason: It's the dependable station, the sophisticated
station with the smooth sound. We never hide our audience
under a bushel ... we deliver it to you for smooth selling! Call
your Petry man for a bushel or a peck!
WFAA-820 I
RADIO ^>B d
A L L A S
< *•» •*-.. «!»..., *|c*. -.) r».
at (3<9vnm<MtfxxtwnA(3e4d&i® dallas
WFAA • AM • FM • TV — THE DALLAS MORNING NEWS
SPONSOR • 18 JUNE 1962
65
plaining Michigan's proposed new
constitution.
• WNBC, New York is running a
10-part series examining the prob-
lems of life in America today and
called "Communities in Crisis."
• WPEN, again conducted its
"Outstanding Teenager of the Year"
program in conjunction with the
Philadelphia Public and Diocesan
school systems. Winners get schol-
arships to Pennsylvania schools and
are interviewed on the station.
Kudos: WTAE, Pittsburgh got the
annual recognition award from the
Pennsylvania State Board of Parole
for its public affairs feature "A Debt
To Society."
More than 120 subjects will be cov-
ered during RAB's upcoming series
of Management Conferences.
This year's series will be held in
eight locations across the country,
starting 10-11 September in San
Francisco and concluding 4-5 Octo-
ber in Fort Worth.
Calendar: The joint convention of
WOR-TV OFFERS MORE AND MORE COLOR
AS NEW YORK GOES BIG FOR TINT TV
Robert J. Leder, WOR-TV General Manager: "Color has
played an important part in gaining increased stature for
WOR-TV. We believe Color TV will continue to grow,
and that our experience as a Color pioneer will be in-
valuable. That's why we telecast more Color than any
other independent in the nation, and why we're planning
even more next season." More and more, the trend is to
Color. Get the facts today from: J. K. Sauter, RCA, 600
N. Sherman Dr., Indianapolis 1, Ind., Tel: ME 6-5311.
the AFA and the Advertising Assn. of
the West is scheduled for 25 June
at the Hilton Hotel in Denver . . .
The American Marketing Assn. will
gather at Cincinnati's Netherland
Hilton on 20-22 June for its 45th Na-
tional Conference . . . More than 70
representatives of the National Ad-
vertising Agency Network will gather
at the Doardo Beach Hotel near San
Juan, Puerto Rico, 26-30 June for
the 31st annual Management Con-
ference . . . The Wisconsin Broad-
casters Assn. will hold its summer
meeting 21 June at the Lake Lawn
Lodge at Delavan . . . NBC TV's af-
filiate promotion managers hold re-
gional meetings 17-18 June in New
Orleans, 19-20 June in Chicago, 21-
22 June in Los Angeles . . . The
Fordham Advertising Club holds its
vacation party on 21 June (12 noon)
at New York's Rose Restaurant.
Equipment
At Motorola's annual distributor con-
vention in Chicago dealers heard
that sales for the consumer prod-
ucts division are more than 25%
ahead of last year in the second
quarter and first quarter sales were
up 55% over the like period last year.
Introduced at the meeting was a
new stereo feature called Dynamic
Sound Focus which sharpens indi-
vidual instrument and voice sound
reproduction as a projector lens
sharpens the image on a movie
screen.
Motorola also announced that it
won't introduce a color receiver at
this time.
Zenith has introduced its 1963 line
of stereo and tv sets.
In the color tv receiver area, Zen-
ith has expanded its line to fifteen
basic models, with suggested retail
prices ranging from $549.95 to $1,750.
PEOPLE ON THE MOVE: Murray G.
Wachsman to vice president-general
manager of Knight Electronics Corp.,
manufacturing subsidiary of Allied
Radio Corp., Chicago . . . Charles A.
Black, former director of marketing
services for Ampex Corp. to assistant
to the president. ^
66
SPONSOR
18 june 1962
DETROIT STRIKE
{Continued from page 51 I
newspapers, inauguration of a Neivs-
paper of the Air show was a practical
move. Nevertheless, WWJ-TV cleared
prime time and pre-empted popular
network shows to present the pro-
gram which featured News editors,
reporters, and feature writers, ap-
pearing on-camera reading the col-
umns or reports they would have
written for the newspaper.
First presented as an hour-long
program, later reduced to a half-
hour, Newspaper of the Air was di-
vided into several segments (e.g..
city-county, amusements, women's
news, sports) with a different News
reporter or editor responsible for
each.
WXYZ-TV increased its local news
coverage by some 156 newscasts dur-
ing the first 12 days of the news-
paper strike. Additions were also
made to the news staff. An extra
film camera man and a local radio
announcer was added to the tv news
staff.
Included in the special coverage
was the televising of an important
city-county hearing on a proposed
city income tax. The two-hour hear-
ing was presented by the station in a
one-hour edited form.
Interestingly enough, despite the
lack of publication of the two local
dailies — the Detroit News and the
Detroit Free Press — the tv station ex-
perienced an insignificant 4.3% in-
crease in local retail advertising. The
bulk of the emergency ad budgets
went to radio. The reason, according
to WXYZ president John F. Pival:
retailers attributed the allocation to
the easier, quicker preparation of
radio copy.
At WJBK-TV, the station supple-
mented its usual daily newscasts with
three more daytime 10-minute news
programs and a special nighttime
half-hour news presentation. One
half-hour news program appeared
everv weeknight during the paper
shutdown in prime time — either
8:30-9, 9-9:30, or 9:30-10.
In charting plans for the station's
expanded news coverage, WJBK-TV
news and public affairs director Carl
Cederberg pressed concentration on
certain beats. Among others, the
city-county building was an impor-
tant one and WJBK-TV newsman
Lou Miller spent the bulk of the
shutdown period working that beat
and making on-camera reports on
the area's political developments.
Expanded news coverage also
stretched the format enough so that
more features could climb up along-
side hard news stories. An absorb-
ing film showing a store display of
valuable crystal shared news time
with the newspaper negotiation and
the stock market report.
An interesting footnote to the story
of WJBK-TV's emergency expanded
coverage was the way in which the
news staff capped its efforts. The
WJBK-TV newsmen scooped the en-
tire city, and both wire services, with
a bulletin announcing the end of the
newspaper shutdown. ^
TvAR STUDY
I Continued from page 41 1
are $49,350 and $137,268. This
three-network, top-20 average is
37.4% of the full rate.
"Thus," NBC states, "less than
40%> of the advertiser s costs goes for
for the purchase of the top 20 mar-
kets.
"A comparison of the rate and au-
dience percentages on this basis
shows that the top 20 actually deliver
a bonus audience in 59 of the 65
cases. There are only six programs
which have an audience of 38% or
less in the top 20 and the lowest one
is 35%."
The NBC report adds "that in
these top 20 markets the average pro-
gram derives 33% of its audience in
the top 20 metro county areas only.
Interestingly, these markets in total
account for 36 to 38% of the cost.
"This means that the advertiser is
paying slightly more for the metro
area audience ( where media compe-
tition is stiffest) and, in effect, re-
ceiving the outside area audience as
a bonus."
At CBS TV, a research executive
declaimed the TvAR study as "mere-
ly a statistical manipulation that can
be looked at more than one way. It
penalizes a network for doing a su-
perior job outside of the top 20.
Whatever a network program de-
livers in the top 20 markets, it de-
livers regardless of the size of au-
dience in the other areas."
The CBS exec, brushing aside the
55%, also mentioned the low cost of
network advertisers in the top 20
markets. He, too, said that adver-
tisers in both areas actually received
a bonus. ^
Sorry, we
don't cover
Moscow . . .
■ ■- -
SPONSOR'S
5-CITY TV/RADIO
DIRECTORY
. . but just about every
other 'phone number you
need is in SPONSOR'S
5-CITY TV/RADIO
DIRECTORY.
Networks, groups, reps, agencies,
advertisers. Film, tape, music and
news services. Research and promo-
tion. Trade associations (and even
trade publications).
All in the convenient pocket-size,
for only $.50 from
SPONSOR
555 Fifth Avenue, N. Y. 17
SPONSOR
18 june 1962
67
WTRF-TV
STORY
BOARD
'To
•
do for
was
Chief:
After to-
cditor-in-
wtrf-tv Wheeling
if there's no life on
I t;ure . . .
it got 10 working on them
■
Wheeling wtrf-tv
PATIENT PROBING' The psychiatrist asked.
..•cent thoughts'"
replied the patient, "
jy them "
wtrf-tv Wheeling
•URN DISCLOSURE' Dianne Slaughter of
reports a sign in a
r's office which reads. "We Leave
•oned "
Wheeling wtrf-tv
ANTIQUE LOVERS' Wheeling baker has per-
of doughnut he calls
now you can buy his
wtrf-tv Wheeling
rOOMARRINC ADWORLD' Mrs. Charles
Wheat of Tulsa's Whitney Ad Agency fell
• ■ with the WTReffigy depiclmg the TV
,f in Wonderland and re-
frameable copy to enhance her
.'.nte for your set of WTR-
effigies even if you aren't married to a TV
■ere real sports!
Wheeling wtrf-tv
-HITCH your advertising to the WTRF-TV
Brandwagon for some free Wheeling merchan-
dising extras You get the big Wheeling-
-ville TV audience plus counter intel-
ligence to push profits up Ask Rep George
ngbery to arrange it.
CHANNEL
SEVEN
WHEELING,
WEST VIRGINIA
NEW ORLEANS'
ONLY STATION
WITH MOVIES
EVERY NITE!
BUY
IT!
Represented nationally bx Katz
WWL-TV
©NEW ORLEANS
68
and radio
3
Richard C. Landsman will head up the
new third station in Rochester (channel
13) as president ami general manager. Ac-
tive in the industry for more than 20 years,
Landsman s last station association was
with \\ M \\ -TV, \ew 1 oik. as an account
executive. For more than ten years lies
been in the rep field with Edward IVtrv
and Katz. He was also assistant Bales man-
ager t>f WBAL-TV. Baltimore. In 1()(>1 lie organized the Six Nations
Television Corp. to file an application for channel 9 in Syracuse.
Lee King has been elected president and
creative director of Edward H. Wei--.
King, who has been with the agency for 19
years, lias served as senior vice president
and creative director of the Chicago-based
firm for the past five years. Prior to join-
ing Weiss. King was an art director at the
Chicago Daily \ews and the former Herald
Examiner. He is replacing Edward Weiss
as president, with the latter becoming chairman of the hoard. Weiss
will continue as chief executive officer.
Jack Hauser, a seasoned sales executive,
has been named commercial manager for
WFAA-TV, Dallas. Veteran of more than
a dozen years in broadcasting sales. Hauser
comes to WFAA-TV after two years with
WNBQ. Chicago, where he moved from
^L S|***"'^^^j of sales development to sales man-
^k „*> 1 ager. Hauser joined the staff of WKY-TV.
^^^ * ^^™ Oklahoma City, in 1949. He worked in all
phases of the operation. In 1952 he joined the sales staff of KOTV,
Tulsa, and became assistant commercial manager in 1957.
Nick Bolton has succeeded Hubbard Hood
as general manager of WKRC. Cincinnati.
Bolton has been with the station as assist-
ant general manager since 1 January of
this year. A 10-year veteran of radio he
came to Cincinnati from Yankton. S. D..
where he had been commercial managei
of \Y\ \\. For three years from 1953
Bolton had been affiliated with the radio
-ales office of Katz in Chicago. He spent one year as manager of
broadcast sales of W. G. Rambeau and a year with World Wide.
SPONSOR
18 JUNE 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"It's time that agencies did more creative research on their own,''' says vet-
eran broadcaster Horace Fitzpatrick. Starting with station WSLS, Roanoke.
Virginia, as a radio salesman in 1940, Fitzpatrick was appointed commercial
manager in 1952. He went up the ladder: assistant manager, station man-
ager, and in 1960 was appointed vice president for WSLS and WSLS-TV.
An advocate of merchandising and promotion as an aid to market sales,
Fitzgerald is currently secretary-treasurer of the Virginia Assn. of Broad-
casters and a v.p. of the Sales and Marketing Executives Club of Roanoke.
Broadcaster's plea for more thorough research
■ mecently sponsor carried a two-part story, "DCS&S'
New Buying Concept" I 30 April, 7 May), which brought
out a new concept of Doherty, Clifford, Steers & Shenfield
in evaluating markets that show a more volatile growth
and market potential than the average market area.
I would like to give Sam Vitt, vice president in charge
of media, a resounding hurrah. For far too long stations
in this type of a market have been ignored by the figure
filberts because — "Standard Metro figures say" — "accord-
ing to our research figures" and so on ad nauseam.
It's time that agencies did more creative research on
their own rather than depend almost solely on material
from surveys that are obsolete before they are finished, or
research findings based on an inadequate sampling of
audience.
Population explosions, new industrial upheavals and
other hallmarks of healthy, vital market areas are spring-
ing up too fast for many of the measuring criteria to be
effective. Granted, agencies cannot send research teams on
the road full time, but certainly, given obvious facts and
figures of expanding market areas, they could afford to
do a more thorough job of research than retreat to the
routine of using out-dated figures and recommendations.
For example, our own market covering the Roanoke
Valley has been growing steadily over the past ten years,
making it a far more potent and influential market than
it ever has been, yet we run across agency people still
quoting statistics that have been surpassed in all areas
more than two years ago.
Frankly, with the increase in competition for products,
it would seem that advertising agencies would be eager to
try out new research methods. As more and more agencies
adopt more modern and up-dated methods such as the fl> -
ing trip the DCS&S' media team made, other agencies, in
order to insure their clients the most effective sales value
for their advertising dollar, are going to have to initiate
more advanced methods for selecting quality markets.
The degree to which some agencies fall back on the oft-
erratic projections of research organizations can be the
most frustrating element in trying to prove out the
value of an expanding market. Recently, one station op-
erator picked up a research data book and found that
overnight he had lost something like 35.000 homes. Homes
that had been credited for him for over a year. Inasmuch
as there was no overlapping of other tv stations in the
market, he asked what had happened to the homes. To
date he has received neither a satisfactory explanation nor
credit for the homes which he assumes are still watching
his tv station. This, despite the fact that his market was
growing rapidly.
There are countless other irritating idiosyncrasies in the
compilation of market figures, but the most frustrating is
the fact that these "guesstimates" are largely the basis for
market selection, and no matter what lengths stations strive
to provide current and accurate market research figures,
they are usually given the jaundiced-eve treatment by
many of the agency media people.
I hope that Mr. Vitt's unique approach to reevaluating
boom markets becomes a trend in most of the major agen-
cies. If does I'm sure many media experts will be amazed
at the bonus and bargain markets they have been over-
looking in the past few years. I'm also sure that their cli-
ent's products will enjoy a sudden attack of sales increases
when they utilize these growth markets to their full poten-
tial.
If, as Mr. Vitt points out in his articles, the combination
of population growth, interurbanization and dual market
coverage is a prime factor in the designation of "advanced"
markets, then I hope other agencies take a close look at the
WSLS-TV market which boasts all of the market criteria
that made such an impression on the media director for
SSC&B. This creative and unique approach to proper mar-
ket re-evaluation should be given a closer look by many
more agency media people in the near future. ^
SPONSOR
18 JUNE 1962
(,<)
SPONSOR
Corporate profits and media costs
Lyndon 0. Brown, senior v. p. at Dancer-Fitzgerald-Sam-
ple, had some sobering things to -a\ recently about adver-
tising costs and their relation to business profits.
Brown, speaking before the ANA, surprised many in his
audience, b) showing that total corporate profits have not
increased in actual dollars during the past 10 years, despite
a rapidl) growing population, a rapidly increasing gross
national product, and a rising stock market.
\nd net profits on sales of all American corporations have
declined from 7.1' , in the 1947-51 period to 5.7f '< in 1955-
59. and 5.1', in 1960.
Against this rather depressing background, Brown plotted
the cost-per- 1,000 increases (1956-61) for such major ad
media as newspapers, up 18.6%, magazines, up 19.5% and
prime time network tv, up 19.4%.
Such increases, points out the D-F-S executive, are far
greater than the rises in consumer costs. The Index of Con-
sumer Goods increased only 10% between 1956 and 1962,
the Food Products Index only 9' , .
Small wonder, he concludes, that corporate managements
are taking an increasingly hard look at ad costs.
"Business today," says Brown, "is operating in a new cli-
mate. The new rules of the game tell us that in the long run
advertising expenditures and rates cannot rise except as an
increase in advertising productivity justifies the rise.
"This is the central challenge to advertising media. By
finding ways to increase their productivity, and only in these
ways can they lay a sound basi> tor future growth."*
We at sponsor, though we want to point out that most air
media costs have not risen as dramatically as Lyndon Brown's
figures for prime nighttime tv (Nielsen reports a 1.5r, in-
crease for all night tv programs and a daytime drop of
17.8' , i. -till want to applaud his general thesis.
There can be no question that the future health of commer-
cial tv and radio will depend on finding more effective, more
efficienl ways of using these two vital media.
More dollar- and cents return for advertisers will mean
more dollar- and cents return for broadcasters. And it is the
central fact of SPONSOR'S unique mi — ion a- a tradepaper to
help both side- accomplish these objectives. ^
lO-SECOND SPOTS
Literature: Comic Alan King re-
marked, "I read the Tropic of Can-
cer the hard way without pictures."'
Medicine: In the very funny off-
Broadway revue ''Fantasticks," the
doctor comments: '"The weak point
of the medical profession is knowing
when a man's dead. The best judge
we have is a hat pin."
Selling: .Martha Wright, the singing
star of "Sound of Music," told an ad-
vertising luncheon, "Getting a man
is like selling merchandise. You con-
vince him that he's getting the big-
gest bargain in the world, but he
can't unwrap the package till he gets
home."
Actors: When a tv western star met
with agency men last week at Mike
Manuche's restaurant, he made a
dramatic entrance, then strode to the
table as though the eyes of the world
were upon him. Observed an account
executive, "That fellow is such a ham.
I'll bet he uses a clove for a collar
button."
Television: The Empire series is the
newest entry among the westerns set
for September. It stars Richard Egan
and Terry Moore and will be spon-
sored by Chrysler on NBC TV, 8:30-
9:30 p.m. Unique as a western be-
cause it is contemporary, the plots
are built around a ranch which, much
like several large ones in Texas, runs
for hundreds of miles and has cattle,
mining, lumber, wheat, and oil. "The
Empire series is so modern," the pro-
ducers told the ad agency, "that the
saloon has an advertising agency."
Vendetta: One of Hollywood's col-
umnists, who is reputed to never for-
give anyone who crosses her, slipped
this into her deathless prose last
week: "She had a quiet wedding with
only the press agents of the immedi-
ate family present."
Banking: The ad manager of a New
York bank prided himself more as a
banker than an ad man and was al-
ways calling the bank's agency to
complain about one minor charge or
another. When he passed away last
week, someone at the agency com-
mented. "He has gone to his co-
maker."
TO
SPONSOR
K! JUNE 1962
KR ON is TV in SF
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HI
Hi
raKS
KRON-TVIS
CALIFORNIA'S #1
TV NEWS STATION
6 CAPTRA AWARDS
10th Annual Competition J • S. F CHRONICLE . NBC AFFILIATE • CHANNEL 4 • PETERS. GRIFFiN. WOODWARD
IN THE TAMPA- ST. PETERSBURG MARKET
has the advantage!
'WTVT's Coverage Area —
Copr. 1962, Sales Management
Survey of Buying Power
With WTVT you're "king"
in the Southeast's third
market. Jump in any di-
rection to capture your
portion of total retail
sales amounting to
$1,986,037,000*
in WTVT's hustling, bus-
tling coverage area.
With WTVT's 21 county coverage and 1,563,600* population, you've got the
advantage right across the board. And every day is bonus day because an average
of 1,183** people move into the WTVT area WEEKLY, which means more potential
sales for you!
WTVT is truly "The station on the move in the market on the move." WTVT is the only
station in the Southeast with a completely mobile videotape unit available for net-
work or local news coverage by WTVT's up-to-the-minute-men. Make your play for
increased sales on WTVT. ..,. . , _ . , _
Florida Development Commission
THE STATION ON THE MOVE ... IN THE MARKET ON THE MOVE!
TAMPA
ST. PETERSBURG
CLEARWATER
SARASOTA ^m
BRADENTON ^H
LAKELAND
These cities, located in
the populous Tampa Bay
area, constitute the heart
of the 21 county territory
served by WTVT.
WTVT
channel
TAMPA/ ST. PETERSBURG
THE WKY TELEVISION SYSTEM, INC.
WKY-TV & Radio, Oklahoma City
Represented by the Katz Agency
SHARE OF AUDIENCE 44%
Latest ARB 9:00 A.M. -Midnight
CHECK THE TOP 50 SHOWS!
ARB
NIELSEN
WTVT
35
WTVT
39
Station B
15
Station B
11
Station C
0
Station C
0
A.R.B., Tampa-St. Petersburg Metro Area, Mar. 1962, 4-wk. avg.
N.S.I., Tampa-St. Petersburg Metro Area, Mar. 1962, 4-wk. avg.
RECEIVES
Mi 2 5 J962
SPONSOR
THE WEEKLY MAGAZINE RADIO TV ADVERTISERS USE
25 JUNE 1962 — 40c a copy / $8 a year
THE COLA GIANTS
— air budget build-up
in Coke-Pepsi battle
hits highest mark in
history p 27
CIGARETTES CPM
— how much it costs
tobacco makers to hit
smoking viewers on 45
net shows p 31
TV'
future
Wonderful as TV is today, projects like this
communications satellite promise even greater
advances for TV tomorrow. Soon we can hope
to see and hear things as they happen all
around the globe. These stations are proud to
be part of Television's contribution in bring-
ing the whole, wide world home to us.
KOB-TV Albuquerque
WSB-TV Atlanta
KERO-TV Bakersfield
WBAL-TV Baltimore
WGR-TV Buffalo
WGN-TV Chicago
WFAA-TV Dallas
KDAL-TV Duluth-Superior
WNEM-TV Flint-Bay City
KPRC-TV Houston
WDAF-TV Kansas City
KARK-TV Little Rock
KCOP Los Angeles
WISN-TV Milwaukee
KSTP-TV ...Minneapolis-St. Paul
WSM-TV Nashville
WVUE New Orleans
WNEW-TV New York
WTAR-TV Norfolk-Tidewater
KWTV Oklahoma City
KMTV Omaha
KPTV Portland, Ore.
WJAR-TV Providence
WTVD Raleigh-Durham
WROC-TV Rochester
KCRA-TV Sacramento
KUTV Salt Lake City
WOAI-TV ...San Antonio
KFMB-TV San Diego
WNEP-TV. .Scranton-Wilkes Barre
KREM-TV Spokane
WTHI-TV Terre Haute
KV00-TV Tulsa
Edward Petry & Co., Inc.
The Original Station
Reprettntative
IN THE INDIANAPOLIS MARKET
Meet the Richard Elliotts, "the typical WXLW family" enjoying a backyard barbecue.
...Is a Happy Circumstance of an Appreciative Audience Enjoying
WXLW's Programming for Adults! Now for the first time a radio station profiles its
audience for you. We've always claimed it and Walker Research helped us prove it . . . WXLW has the
adult audience in the Indianapolis market. Overwhelming response to. our request for letters describ-
ing "the typical family" . . . coupled with Walker Research in-person interviews* . . . point out that
"the typical WXLW family" has 30% greater income than the average city, county or state resident.
This means greater buying power! In a 20 county market of 339,590 radio homes reached by WXLW
we deliver 30% reaching an average of 58,060 homes daily (NCS '61).
In the Indianapolis Market WXLW Adult Listeners enjoy an above average position in terms of
acquired goods and potential buying power. You get this one third of the Indianapolis Market (over
26f'r. of the total population of the State of Indiana) when you buy WXLW in Indianapolis.
5000 Watts 950 Kilocycles
Indianapolis, Indiana
Ask your Robert East/man for "the typical WXLW family" profit*
; f
I'll
It's probably possible to get another television signal
in this market, but most people apparently don't
bother. Metro share in prime time is 90%, and homes
delivered top those of any other station sharing the
other 10%. (ARB, March, 1962)
Your big buy for North Florida, Soutli
Georgia, and Southeast Alabama is
€>
WCTV
TALLAHASSEE
THOMASVILLE
BLAIR TELEVISION ASSOCIATES
SPONSOR • 25 JUNE 1962
Just wind it up
and let it go . . .
THE ALLAN-HENRY
MORNING SHOW
Dan Allan and Man Ht*nr\ (7 a.m. to
9 a.m.) make getting up almost fun in
the Twin Cities. Theii two-man show
tin onlv one of its kind in the area)
is drawing the ra\es and the ratings.
Allan and Henrv bring Twin Citians
everything from the weather to school
lunch menus to the best-spun music any-
where, and lhe\ do it with an abundance
of good humor and Man Henry's in-
credible assortment of voices. Remember,
too, the Allan-Henr) Show has WI.OL's
exclusive \ii Watch I raffic Reports. So
make time count when you're buying it.
Specif) the Mian .nid Hcniv Morning
Show .
RAD,0 WLOL
MINNEAPOLIS • ST. PAUL
5,000 WATTS around the clock • 1330 kc
WAYNE RED'
WILLIAMS
Vice-Prcs. tj Cen. Mgr.
Larry Bcntson, Pres.
Joe Floyd, Vicc-Pres.
Represented by
AM RADIO SALES
mSBSM
Midcontinent Broadcasting Croup
WLOL/am, fm Minncapolis-St. Paul; KELO-LAND
tv and radio Sioux Falls, S D.; WKOW am and tv
Madison. Wis.; KSO radio Des Moines
< Vol. 16, Vo. 26 • 25 JUNE 1962
SPONSOR
TMK WEEKLY MAGAZINE TV/RADIO ADVERT
ISERS USE
Member of Business Publications
Audit of Circulations Inc.
mmmmmmmmmm
1962 SPONSOR Publications Inc
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation, and
Advertising Offices: 555 Fifth Av., New York 17, MUrray Hill 7-8080. Chicago Offices: 612
N. Michigan Av. ill), 664-1166. Birmingham Office: 3617 8th Ave. So.. FAirfax
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28), Hollywood 4-8089 Printing Of-
fice: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year.
Other countries $11 a year. Single copies 40<. Printed U.S. A Published weekly Second
class postage paid at Baltimore. Md
ARTICLES
Coke-Pepsi budgets highest in history
27 ["here i- n>> pause, even for refreshments, in ihe uninterrupted t.aitit
between Coca-Cola and Pepsi-Cola, the two dominant bottling giant-
More smokers at less cost
31 What's your c-p-m per prospect? New breakdown from Puis* give-
cigarette advertiser- a look al t\ smokers and cost of reaching them
Radio sells 'Quietville, USA'
33 I B™g network radio, plus dealer's individual campaign, Mida- replaces
mufflers with Quietville, USA via off-beat sound effects commercial
When must I give equal time?
35 Here, a- a special service to the industry, is an explanation of the
two 'ground rules' which govern all political and opinion broadcasting
Affiliate groups hold net radio trump cards
38 ^" in-depth look at the influence now exerted l>> affiliate- js-h iations
gives insight into network radio operation. Chairmen see net station growth
Teen-show spots prove hit in sports car sell
41 Spots on the KPJX Dance Parti for MG Midgel -port- car- convinced
teen-agers and parents to buy sports car- in-tead of old jalopies
Eye on tv pays off for newcomer
42 Pleased with results for its new line of moderate priced ey< make-up
debutted on tv this year, Cutex plans a major expansion in medium
NEWS: Sponsor-Week 7. Sponsor-Scope 21. Sponsor-Week Wrap-up 52.
Spot-Scope 57. Washington Week 57. Sponsor Heat- 60. IN and Radio
Newsmakers 66
DEPARTMENTS: Sponsoi Backstage 13. 555 5th 24. Tv
Results 44. Timebuyer's Corner 45. Seller's Viewpoint 67. Sponsoi Speaks 68.
Ten-Second Spots 68
Officers: Xormnn R. Glenn, president and publisher: Bernard Piatt, ex-
ecutive vice president; Elaine Couper Glenn, secretary-treasurer.
Editorial: editor. John E. McMillin: news editor, Ben Bodec; senior editor.
Jo Ranson; Chicago manager, Given Smart; assistant news editor. Heyward
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup. Mrs. Ruth S
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor. Jack Ansell. colum-
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Lone;
editorial research, Mrs. Carole Fers.ter; special projects editor, David Wisely.
Advertising: general sales manager, Willard L. Dougherty: southern
manager, Herbert M. Martin, Jr.; midwest manager, Larry G. Spangler; western
manager, George G. Dietrich, Jr.: northern manager. Ed Connor; production
manager, Leonice K. Mertz.
Circulation: circulation manager. Jack Rayman; John J. Kelh. Mrs.
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkof.
Administrative: business manager, C. H. Barrie; bookkeeper, Mrs. Syd
Guttman: secretary to the publisher. Charles Nash; George Becker, Michael
Crocco, Patricia L. Hercula, Mrs. Manuela Santa/la. Irene Sulzbach: reader
service. Wrs. Lenore Roland.
SPONSOR
25 JUNE 1%2
WANT TO BEAT COMPETITION?
Certainly you do ! The most effective way is to out-program him —
this calls for stronger weapons or the balance of program power
won't swing your way. Seven Arts "Films of the 50's" have been
deciding "power balances" in market after
market by consistent top ratings and sponsors
S.R.O.
WLAC-TV in Nashville began telecasting
these Warner Bros, features on Friday and
Saturday nights the weekend of February 16
and 17. The March A.R.B. clearly demon-
strated how "Films of the 50's" beat their competition. Ratings up
50% over March '61. 28,000 more homes watching WLAC-TV on
Friday nights, 21 ,000 more on Saturday nights. As a matter of fact,
Sets-ln-Use in Nashville on Saturday nights
increased 40% !
Want to beat your competition? You can, with
Seven Arts — "Films of the 50's — Money
Makers of the 60's."
SEVEN ARTS
ASSOCIATED
CORP.
A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD.
NEW YORK: 270 Park Avenue YUkon 61717
CHICAGO: 8922 D N La Crosse. Skokie. Ill ORchard 4 5105
DALLAS: 5641 Charlestown Drive ADams 9 2855
LA.: 232 So. Reeves Drive GRanite 6 1564-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)
(For rating results around the country contact your
nearest Seven Arts office.)
WGAL-TV history reads like a Horatio Alger book. It is a story of years of success-
ful striving, pioneering, and conscientious endeavoring to serve all listeners in the
many cities and communities throughout its region. In this multi-city market, adver-
tisers find an interesting success story. WGAL-TV delivers a vast and loyal audience
because it is far and away the favorite of viewers throughout its coverage area.
WGAL-TV
LANCASTER, PA. • NBC and CBS
WGBLTV /<r
STEINMAN STATION
Clair McCollough, Pres.
Representative. The MEEKER Company, Inc. New York
Chicago • Los Angeles • San Francisco
SPONSOR e 25 JUNE 1962
25 June 1962
Latest tv and
radio developments of
the week, briefed
for busy readers
SPONSOR-WEEK
TV's 'ONE WORLD'
Three U. S. tv networks and European telecasters to
exchange programs in July via the Telestar satellite
A new era in broadcasting opens
next month when the three Ameri-
can tv networks and European tele-
casters get together for the first live
trans-Atlantic tv program via space
satellite.
Two programs, one produced joint-
ly by ABC, CBS, and NBC, and the
other provided by the European
Broadcasters Union, will be trans-
mitted in July.
The Telestar satellite of the Bell
System will be the vehicle, launched
early in July from Cape Canaveral
under a NASA-AT&T agreement.
The news departments of the three
U. S. networks will provide live re-
mote pickups of the most appro-
priate events of the moment.
The EBU, representing 16 Euro-
pean countries, picking up from
each of those nations, will co-
ordinate from the International Con-
troll Room in Brussels.
The U. S. signal goes aloft from
Andover, Me., and comes down in
Cornwall, England, and Brittany,
France for re-transmission. The re-
verse feed is similar.
One step is conversion: European
Broadcasters use 625, 405, or 819
lines and 50 cycles, but the U. S.
uses 525 lines and 60 cycles.
The Telestar satellite is expected
to complete one orbit every 2Vfe
hours, but conditions are favorable
for direct trans-Atlantic transmis-
sion only during about 12 minutes.
Continental transmission within
the U. S. will be tested out before
trans-Atlantic transmission begins.
U. S. production is to be co-
ordinated by Ted Fetter of ABC,
Fred Friendly of CBS, and Gerald
Green of NBC, acting for Irving Git-
lin.
$5 MIL FOR '62-63
WRITTEN BY NBC TV
NBC TV wrote an estimated $5
million last week in 1962-63 advertis-
ing, approximately equally divided
in value between nighttime and day-
time orders.
Nighttime purchasers included
Haloid, Chrysler, Chesebrough-
Pond's, Pittsburgh Plate Glass, Frito-
Lay, Mentholatum, and Mennen.
Daytime buyers were Frito-Lay,
American Home Products, Reynolds
Metals, Sterling Drug, Proctor-Silex,
and Heublein.
Children select products
Chicago:
Tv has brought about a psycholog-
ical realignment in the family in
who selects products.
Children now have a stronger
voice in product selection, especial-
ly toys, but also in other articles,
said Melvin Helitzer, advertising di-
rector of Ideal Toy, addressing the
Merchandise Mart Toy and Juvenile
Association.
November windfall?
Because of the unusual num-
ber of prominent names in-
volved in this year's elections,
it's expected that public inter-
est— and tv viewing — might
rival that of a presidential year.
With this in mind, NBC has
recapped the facts of the Niel-
sens of the 1960 elections,
which on the final night
reached 41.5 million, or 91.8%
of all tv homes, during an aver-
age 41/i> hours.
In addition, there were over
100 million home-hours for the
great debates.
NBC's interest in the data is
this: it had a 52% share on
election night compared to 40%
for CBS and 8% for ABC, in
the Nielsen Nationals.
ABC's PAULEY WARNS OF
RADIO 'YOUNG FOGIES'
Norfolk, Va.:
ABC Radio president Robert R.
Pauley warned here last week that
the radio broadcasting industry
would soon destroy itself unless the
"young fogies" running it were re-
placed by courageous and creative
men.
He insisted that all four radio net-
works could prosper "if they would
open their own eyes to their poten-
tial worth." Pauley said that ABC
Radio was programing for young
adults, 21 to 50 years of age.
Pauley told the Virginia Associa-
tion of Broadcasters that he found
only "personal lethargy, fear, and
(Continued on page 10, col. 3)
SPONSOR
25 june 1962
SP0NS0R-WEEK/25 June 1962
wmmmmmmmmmmmmmmmmmm
WBC's STEVE ALLEN
LISTS NATL BUYERS
Fifty national advertisers will par-
ticipate in the Steve Allen show
starting 25 June, WBC announced
last week.
Advertisers on three or more WBC
stations include Star-Kist Tuna, Gil-
lette, Welch, Wrigley, Alka-Seltzer,
Allstate, Lipton, Clairol and Vitalis.
Those on two or more stations are:
Goodrich, Liggett & Myers, Betty
Crocker, Schweppes. Ballantine, Aero-
sol, Carter, Phillip Morris, Coca-Cola,
Goodyear, Schlitz, Kellogg, Camp-
bell, and Shell.
The following were on one station:
Pet, Dash, Wheaties, SOS, Norelco,
Quaker Oats, Mennen, Ban, Mc-
Cormick, Hamm's, Ralston-Purina,
Standard Oil, and Gleem.
Curran named ad dir.
of ABC TV o&o stations
Don B. Curran has been appointed
director of advertising and publicity
for the five ABC TV o&o's, it was an-
nounced last week by Theodore F.
Shaker, president of the ABC owned
tv stations division.
Curran joined ABC in April, 1961,
as director of
publicity and
promotion for
the radio o&
o's. Previous-
ly he was pro-
motion man-
ager of KTVI,
St. Louis, an
Don B. Curran ABC TV affil-
iate.
He will report to Donald Foley,
ABC v.p. and director of advertising
and promotion, on station advertis-
ing and on-the-air promotion, and to
Michael J. Foster, ABC v.p., press
information, on station public rela-
tions and publicity.
Curran is now president of BPA
and is an active member of IRTS.
It is expected that Curran's replace-
ment will be named shortly.
8
DuPont sets up
consumer arm
\\ ilmington, Del. :
\n unexpected windfall of
military, space, and related de-
velopments has been the large
number of findings with appli-
cation to consumer products.
Man) companies with strong
trade activity are now going in
more heavily for consumer sales
as well and E. I. du Pont de
Nemours appears to be the most
recent addition to this list.
DuPont is reorganizing its
corporate structure to create a
new sales division to market
consumer products. So far. the
company s consumer sales have
represented but a small percent-
age of its total sales.
Three types of products
which will spearhead du Pont's
consumer division are house-
hold specialties, paint, and auto-
motive products.
PGW EXPANDS MID-WEST
Chicago:
PGW president Lloyd Griffin has
announced an expansion of the rep-
resentative's mid-west tv office.
Joining the Chicago office are Ken
Brown, formerly of HRP, James
Parker, formerly of WBBM-TV, Chi-
cago, John McGowan, previously
with Weed, and Bill J. Scharton, who
was national sales manager of
WABC-TV, New York.
Retry executive sees
great tv growth
Norfolk, Va.:
Tv will grow at a rate twice that
of the national economy, three times
that of newspapers and twice that
of magazines.
These predictions, based on pub-
lic data, were voiced by Martin L.
Nierman, executive v.p. of Edward
Petry, speaking here last week be-
fore the Virginia Broadcasters Asso-
ciation.
ABC TV HAS 10
NEW TO DAYTIME
ABC TV reported last week that
it had signed ten advertisers in day-
time who are either new or unusual
in the medium.
They are: Continental Casualty
(George H. Hartman), C. H. Mussel-
man (Grey & Rogers), Rubbermaid
(KM&G), A. J. Siris (MS-FB), Chap
Stick (Gumbinner), Norcliff Labora-
tories (KHCC&A), Beltone (Olian &
Bronner), Upjohn (McC-M), Milton
Bradley (Noyes), and Parker Bros.
(Badger, Browning & Parcher).
NBC Films elects
Breen as sales v.p.
William P. Breen has been ap-
pointed vice president, sales, of
NBC Films.
Breen has
been with the
NBC syndica-
tion arm for
10 years, and
has been
salesman,
sales super-
visor, Eastern
sales man-
William P. Breen
ager, and most recently, national
sales manager.
NBC Films is presently concen-
trating on distribution of off-network
re-runs, most of them from NBC TV,
but it has one, Hennessey, which
was on CBS TV.
McGavren installs BCH
Daren F. McGavren Co., station
representatives, last week installed
BCH spot radio buying and billing
systems.
The representative was one of the
first representatives to install the
systems, which automate procedures
at the representative, agencies, and
stations. Processing will take place
at the Bank of America in San Fran-
cisco.
SPONSOR
25 JUNE 1962
1
he RCA ^
COMPACT
ctf^
<*>*>
TV TAPE RECORDER TYPE TR-11
Compatible. ..easy to operate. ..simple to install...
and it meets all Professional TV tape standards
This compact, compatible TV tape recorder
assures the excellence of performance users
expect from RCA quadruplex equipment.
Although it occupies only 8.2 square feet of
floor area— saving space and costs— it makes
no sacrifice in quality. Its reduced size makes
it ideal for mobile applications.
EASY TO OPERATE. Simplified set-up and
control procedures make operation easy. All
monitoring and other features are conven-
iently grouped. Tape deck is located for easy
threading and loading.
LOWEST OPERATING COSTS. Power re-
quirement is only 2750 watts. This means less
heat, less air conditioning. And headwheel ex-
change cost is the lowest in the industry.
SINGLE-UNIT CONSTRUCTION. TR-11 is a
self-contained unit, pre-wired and pre-tested
at factory, with no external racks to inter-
connect. Simple to install— there's only one 30
amp twist-lock power connection. Just plug
in and operate.
OPTIONAL TWO-SPEED OPERATION. Per-
mits tape speed to be switchable from con-
ventional 15 inches per second to half speed
of 7'/2 ips. Effects 50 percent saving in tape
costs and storage space.
See your Broadcast Representative for all the
facts. Or write RCA, Broadcast and Televi-
sion Equipment, Dept. JD-264, Building 15-5,
Camden, N. J.
ENGINEER'S CHECK LIST*
• Air-lubricated tape guides.
• Simultaneous playback of audio and con-
trol track.
• Built-in deviation measurement for accu-
rate adjustment of recording signals.
• Quadrature delay lines adjust for both
record and playback.
• Transistorized signal processor provides
finger-tip control of video pedestal and sync.
• Variable de-emphasis control for optimum
playback of tapes recorded to non-standard
pre-emphasis characteristics.
*Also a Complete Line of Accessories including
SwitchLock, PixLock, Automatic Timing Correc-
tor, Master Erase, Picture and Waveform Moni-
tors and Remote Control.
The Most Trusted Name in Television
SP0NS0R-WEEK/25 June 1962
ANA LOOKS AT COSTS,
AD ADMINISTRATION
Chicago:
The ANA's workshop here last
week on advertising administration
and cost control produced a num-
ber of new suggestions and reports.
Charles M. Skade. senior v. p. and
treasurer of Fuller & Smith & Ross,
recommended that clients and agen-
cies work together to develop a
longer termination notice period,
preferably 120-180 days instead of
the present 60-90 days.
He suggested it would permit
greater stability and would allow the
agency more time to replace lost
billings. He also suggested that cli-
ent financial people and agency fi-
nancial people work together more
closely.
Kenneth C. Schonberg, president
of CMB, reported on computer use,
based on a new study of 100 top
advertisers. Computers are being
used for new product planning, ad-
vertising budget apportionment, and
to measure sales effectiveness.
Kenneth R. Davis, professor of
marketing, Amos School of Business
Administration, Dartmouth College,
took up the problems of measure-
ment, responsibility, and compensa-
tion in advertiser-agency relations.
Schneider to assist
ABC's exec. v.p. Siegel
Alfred R. Schneider has been pro-
moted to v.p. and assistant to Simon
B. Siegel, executive v.p. of AB-PT
and ABC, the latter announced last
week.
Schneider had been v.p. in charge
of administra-
tion for ABC
TV. He joined
the network's
legal depart-
ment in 1952,
^S^^B join the CBS
A ^*B TV business
A. R. Schneider department in
1955, returning to ABC in 1960.
Telephone set
for tv specials
Bell Telephone (N. W. \\er I
will sponsor eight musical spec-
ials on NBC TV in place of the
hour schedule which it has had
for the past season or two.
AT&T, which has a separate
set of plans going for its science
series, is expected to have two
or three specials, some of them
on the Telestar satellite.
However, it's understood that
the CBS TV network has de-
clined to sell AT&T time for the
Telestar coverage, although the
network will pick up the com-
munications satellite launchings
as straight news. Hence it's
expected an\ Telestar specials
by AT&T will go to NBC TV.
STORER AND TAPC
TO CO-DEVELOP SHOWS
Storer Programs and Television
Artists and Producers Corporation
have announced a working relation-
ship to develop tv properties for net-
work and syndication placement.
The two properties are The Charlie
McCarthy Show, a live and animated
series featuring the Edgar Bergen
characters, and The Littlest Hobo,
based on the motion picture of the
same name.
Magnavox names K&E;
expects 40% sales rise
The Magnavox Company, which
dropped McCann-Erickson in mid-
May, last week appointed Kenyon &
Eckhardt to handle its tv and radio
receivers and high fidelity stereo
products.
Ellington & Co. was named for the
company's electric organ and The
Biddle Company continues to han-
dle industrial products.
Magnavox has set sales goals 40%
ahead of 1961 and expects beyond
that to introduce several new prod-
ucts in the next year.
SWEZEY URGES
GREATER AD SCOPE
San Diego:
Robert W. Swezey, director of the
NAB Code Authority, last week
called upon advertising to free itself
from minutiae and concentrate on
broader fields in which to exercise
its talents.
Addressing a joint luncheon of the
Better Business Bureau and the Ad-
vertising and Sales Club of San
Diego, Swezey said that advertising
is being subjected to ridicule be-
cause it reflects a national concern
with trivialities.
Suggesting that brand advertising
is often concerned with overly subtle
or impreceptible differences, Swe-
(Continued on page 52. col. 1)
Pauley
(Continued from page 7, col. 3)
worst of all, a trend toward conform-
ity" despite open competition and
challenging opportunity.
He blamed the tendency on
"young fogies" who "swear there is
only one way to run a radio station,
one way to make a profit or get rat-
ings, one way to solve a problem—
and their minds are closed to any
alternatives."
The ABC Radio chief urged broad-
casters to combat this lethargy with
public service programs and editor-
ials. He recommended that station
men follow the advice of President
Kennedy and FCC Chairman Minow.
He suggested that broadcasters
ask themselves this: "Are you pion-
eering in controversial areas, pre-
senting all sides of the story regard-
less of whose toes get stepped on?
Or are you playing it safe, conform-
ing through fear or apathy?"
He insisted that radio's future was
in proportion to its acceptance of
present challenges. He argued that
radio must be sold, not given away.
"Radio," said Pauley, "must not be
given away — not to advertisers, not
to syndicators, not to packagers, not
to trade deal artists, not to anyone."
lu
More SPONSOR-WEEK continued on page 52
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who buys the most?
young adults
buy the most !
young adults buy the
tost automobiles... and mo<
of almost everything
Young adults (under 50) buy 70% of all automobiles.
This means that when you buy young adult ABC
Radio, you're buying automobile advertising geared
to the market that buys most of what you sell. That's
because two years ago ABC Radio recognized the
potent economic force inherent in your young adult
market and did something about it. ABC Radio con-
sistently programs for young adults; promotes to
Study of Consumer Expenditures
- -
ABC RADIO O
young adults; presents to the automobile advertisi
(and virtually every other advertiser) the most cor
pelling new "reason why" for network radio. It
young adults with Flair, Sports, The Breakfast Clu.
News and Special Events on ABC Radio. Remembe
young adults buy most cars . . . and most of ever
thing automotive. Your ABC Radio sales represent*
tive will be glad to give you the young adult fact!
FIRST WITH YOUNG ADULTS
m
by Joe Csida
■'-.>
Realities of tv film economics
Got a letter last week from Bill Burrud whom
I had met on my last trip to the West Coast. At
that time we talked briefly about the harsh
realities of tv film economics and the many
ramifications involved. It was too short a con-
versation to reach conclusions so Bill agreed to
fill me in by mail.
Burrud, incidentally, is president of Bill Bur-
rud Productions. He produces, frequently stars in and narrates sev-
eral syndicated tv shows of the travel-adventure type, for which he
has coined a new word — "Traventure."
Bill's views on his chosen field are definite and based on 11 years
of experience as head of his own company. He regards the eco-
nomics of tv film programing as "usually interesting, frequently
frustrating, and always amazing." During the past 10 years, as an
example, many major companies came into existence, then either
went broke, were sold to new owners, or merged into other or-
ganizations.
Lack of good film product
Thus today, there are fewer distributors and less new film prod-
uct than ever before. The number of distributors has dwindled be-
cause of lack of good, new film product; the plethora of off-network
shows distributed by the majors and the scarcity of time on the air.
There is another element which has dealt the tv film programing
field a deadening blow, Bill notes. That is the countless number of
pilots produced by both independents and networks, which have
gone unsold, season after season. The highly disproportionate ratio
of pilots made against pilots sold is a stultifying factor which, once
faced, causes many producers to abandon production plans for filmed
programing and turns them into avenues of less risk. Spinoff pilots
save some money but the losses are still appalling.
And yet, in spite of this somewhat formidable array of dishearten-
ing factors, Bill Burrud Productions has, during its 11-year span,
grown from a one-man operation into a sound, solid, successful or-
ganization. From a single half-hour tv show, which Burrud pro-
duced himself in 1951 with a rented camera and borrowed film, the
output of Bill Burrud Productions has risen to seven 30-minute pro-
grams, all in color and all of which have enjoyed successful syndi-
cation.
Three of these programs, Treasure, Vagabond and True Adven-
(Please turn to page 48)
Did you know that
WHLI
sland
MARKET
IS THE NATION'S
4th BIGGEST
in retail sates?
What's more,
the people
who live there,
shop there
and work there
are loyal listeners
of WHLI
That's why
WHLI IS
YOUR MOST
EFFECTIVE RADIO
BUY FOR
LONG ISLAND
it
w % The independent Long
Island (Nassau-Suffolk) market
— 4th largest in the U.S.—
where over 2 million customers
live and shop.
r ► 10.000 WATTS
WHLI
KtMMTIAO
LONO ISLANO, N. Y.
PAMI GODOFSKY. Pri
JOSI PHA IfNN. L«<
AM 1100
FM 98.3
w uoice d
. Gen Mt>r
v.< e Ptes . Sales
SPONSOR
25 june 1962
13
L
14
SPONSOR • 25 JUNE 1962
How to dig a hole
Pick a small boy.
Give him a shovel. Or plan a
bigger tomorrow for him.
That can lead to digging a hole
like this one: site of the largest,
private, commercial-building ven-
ture in American history by a sin-
gle owner (covering twice the area
of NewYork's Rockefeller Center).
It is the vast new Prudential
Center— set squarely in the heart
of Boston, to keep pace with the
extraordinary surge of New Eng-
land's new growth.
But the area's booming burst of
steel and stone, answers only a
fraction of the challenge every
child creates for us:
Will the A merica you pass on to
me be greater, or weaker, than the
America that was given to you?
Any honest answer must cer-
tainly cover the community of the
mind as well as of stone; must
serve all our needs to lift ourselves;
to think, to work, to worship, to
buy, to enjoy.
It's quite a target.
Yet it closely defines the daily
target of WBZ-TV, Boston: to
serve and stretch the "community
of the mind", throughout two-
thirds of all New England.
It is a goal firmly anchored in
the great responsibilities of tele-
vision's unique power to reach and
move people.
The dimensions of both goal
and responsibility are measured
by the fact that more New Eng-
land families are reached regularly
by WBZ-TV than are reached by
any other medium.
It is for them WBZ-TV fills its 20
hour working-day with its news,
its editorials, its studies of the com-
munity and world, its entertain-
ment, its advertising.
These are rooted in the spirit
and zest of today's busy New Eng-
land, which WBZ-TV is proud to
serve as a mirror ... as a voice . . .
as a prime-mover of ideas, goods
. . . and people.
#(§)<§>
WESTINGHOUSE BROADCASTING
COMPANY, INC.
WBZ + WBZA, WBZ-TV, Boston; KDKA, KDKA-
TV, Pittsburgh; WJZ-TV, Baltimore; KYW, KYW-
TV, Cleveland; WOWO, Fort Wayne; WIND,
Chicago; KEX, Portland; KPIX, San Francisco.
SPONSOR
25 june 1962
15
555/5**
SPONSOR'S 40-Year Album
Just a brief note to thank you and
\oiji editors for the \ei\ nice men-
tion of my late father, in his Buf-
falo station in your "40-Year Album
of Pioneer Radio Stations."
The Album is an excellent job
throughout and many of us here at
Campbell-Ewald who have worked in
radio stations in the past have en-
joyed going through it.
Fred Lounsberry
Tv Radio Supervisor
Chevrolet
Campbell-Ewald Company
Detroit
Ike Lounsberry of WGR is remembered by all
radio pioneers as a standout broadcaster for
many years.
Your "10- Year Album of Pioneer Ra-
dio Stations" is tremendous. You
and vour associates at SPONSOR have
undertaken many worthwhile proj-
ects on behalf of radio and tv, but
this one tops them all. Pm sure this
Album will be carefully preserved
by everyone in the broadcasting
business — and by those who enter
this exciting field in the years to
come.
Arthur H. McCoy
Executive v.p., John Blair & Co.
New York
Congratulations on your publication
of the "40- Year Album of Pioneer
Radio Stations." I know this will
quickly become a collector's item,
because it is interesting and inform-
ative.
Just one suggestion. Perhaps Ed
Shurick should add to the milestones
KFMB RADIO is your big voice in the better
part of Southern California. According to
Pulse and Nielsen KFMB delivers more adult
audience morning and evening than any
other station!
KFMB
RADIO
SAN DIEGO
of commercial radio one of the sig-
nificant events which led to the es-
tablishment of the American System
of Broadcasting — the license of the
first commercial broadcasting station
in the United States, which was
WBZ-Radio on 15 September, 1921.
It was the first radio license spe-
cifically issued for commercial
broadcasting by the Department of
Commerce.
Paul G. O'Friel
general manager
WBZ Radio
Boston
As simple as that
In reference to "Sponsor Asks a Rude
Question — 'Is Marketing Dead as an.
Agency Function'?" (SPONSOR, 4
June)
Whether clients recognize it as such
or not, an agency must understand
their client's marketing objectives.
To sell a creative approach, ideas
must be geared to the marketing planr
or the client just isn't going to buy it-
It's as simple as that!
Marketing dies as an agency func-
tion when advertising ceases to be
part of the marketing plan.
Welny C. Wood
account executive
Geyer, Morey, Madden & Ballard
New York
It's a small room
I received your latest issue with nc*
small elation, and was very pleased
to find my first published article
therein (Seller's Vietvpoint, 11 June).
I must say that I was not totally
pleased with your editing, but fully
realize that editors are solely in posi-
tions that they are to shorten the
works of verbose writers, such as my-
self, and that they are necessary evils.
Actually, without nit-picking, I sus-
pect your editor did a pretty fine job.
Your last note made mention of
the availability of reprints. Will you
please send me a dozen, so that I
might paper my room with them. It
is a very small room.
Charles E. Stuart
sales manager
worn
East Liverpool, Ohio
16
SPONSOR
25 June 1962
I/Fs
D U
I w /V C
Peop/e iv/ro know the Pittsburgh market best TAKE TAE
"Our sponsorship on WTAE has
been our first plunge into TV. We're
surprised and delighted at the in-
creased recognition this exposure
has brought us."
Why have so many Western Penn-
sylvania advertisers, who are interes-
ted in the growth of the Pittsburgh
market, put their money on TAE-time?
Take TAE and see.
Basic ABC in Pittsburgh
THE KATZ AGENCY, inc.
National Representatives
IJiS
\
4*L
Miff
FIITEK
^
•
_
(
*
^
Television ! Its unrivalled power to pre-sell products fits precisely into the machinery
of our self-service economy. In the new world of automated selling consider, for
example, the alliance between television and cigarettes. The manufacturers of cig-
arettes now spend twice as many advertising dollars in television as in newspapers,
magazines, and all other measured media combined!
Within television, one network consistently does more pre-selling than any other.
For the tenth straight year American business is spending the greatest part of its
television budget where the American people (for the seventh straight year) are
spending the greatest part of their time-the CBS TELEVISION NETWORK®
Sources: for med.a billings-LNA-BAR, PIB.TvB, ANPA, latest available yea,; for network v.ewing-Nielsen Television Index and ARB audience composition, 19561902.
ri
Toss-up
Both sides of the coin are the same when you compare the audiences of New York's top Network station
and WPIX-11, New York's Prestige Independent. A. C. Neilsen has proved that the "content" of a rating
point on both stations is the same: same income levels, home and automobile ownership characteristics,
job occupations, etc. Moreover, 98% of WPix-11 clients are national advertisers. Prime evening Minute
Commercials, National Advertisers and "Network Look" programming night after night — a
combination available to national spot advertisers in their number one market only on WPix-11.
where are your 60 second commercials tonight?
f
Interpretation and commentary
on most significant tv/radio
and marketing news of the week
SPONSOR-SCOPE
25 JUNE 1962
Copyright 1962
SPONSOR
PUBLICATIONS INC.
Some of Madison Avenue's more perspicacious agency top managements last
week indicated concern over the possible longrange implications they read into
FCC Commissioner Robert E. Lee's report on his Chicago hearings on local live
programing service.
What seemed to disturb them particularly was Lee's thesis that outside control over
local programing decisions suggested "a basic conflict in interest problem."
Their interpretation: here was something that could be used as a wedge to weaken
the structure of group-ownership and network station relationship and control.
(For an indepth analysis of Lee's report see Washington Week, page 57.)
There's no accounting for the caprice of agency commercial writers: they're
apparently now on a kick that doesn't favor as profuse a use of ID's as prevailed
during the past two years.
The sharp swing may be also due to the fact there are almost twice as many 20's
available as existed before this season.
For evidence of the trend in commercial segments as far as national-regional spot tv
is concerned, note these first quarter ratios as disclosed by the TvB:
activity type 1962 1961 1960
Announcements* 82.1$ 77.1% 76.7%
ID's 7.4% 11.2% 10.7%
Programs
10.5(
12.7%
12.6%
^Refers to 20-second, 30-second and 60-second spots.
Chrysler's Plymouth-Valiant division (Ayer) has elected to introduce its 1963
line by the minute participation route, as far as network is concerned, this fall.
The minutes are being scattered among NBC TV nighttime newcomers, 11th Hour,
Saints & Sinners and It's a Man's World, plus Saturday Night Movies, from the sec-
ond week of October through the second week of November at a total cost of around
$350,000.
It's all in keeping with the Detroit trend of minimizing the identification factor
and buying the medium in terms of tonnages, a la soap, cigarettes, foods, etc.
Nielsen's move to add a listening quotient for battery operated sets to its net-
work radio pocketpiece could prove of substantial benefit to spot radio also.
Agency media people are talking about this new plus affording them a springboard for
suggesting to clients that they take a new look at radio's evaluation, spot as well
as network.
The new NRI index will add about 36% for the battery portables to the plugged-in
set ratings. An extra 30% is already accorded for auto listening. The battery count
will be made twice a year, with the information coming from diaries.
Sellers of spot tv, you might jot this one down as a case of the medium doing
so well for the product that it had to cancel the campaign.
Pet Milk's Sego low calorie beverage (Gardner) has pulled out of many markets for
the simple reason that the demand far exceeds the supply.
For instance, in Chicago the supermarkets and drugstores, it appears, can't keep
enough Sego in stock.
As previously noted in SPONSOR-SCOPE, Sego has been able to build a market for a
product type, where others, except Metrecal, have failed.
sponsor • 25 JUNE 1962
21
R
SPONSOR-SCOPE continued
A lively topic of palaver on Madison Avenue last week was the ability of BBDO's
Minneapolis offiee to withstand its succession of account casualties, the latest loss
being the Chun Kin- business.
The exit of the chop suey canner came closely on the heels of the exit of General Mills
and Cream of Wheat. The one sizable air media user left is Minnesota M & M.
At one time BBDO's Minneapolis ollice ranked as the biggest regional appendage in
the business, next to, of course, JWT Chicago.
Estimated billings of the three Minneapolis departees: $17-18 million.
Also heading out of BBDO is Sheaffer Pen. now down to around $1.5 million.
However, on the credit side, it was quite a coup for BBDO last week when it
prevailed upon Corning Class to pick up the tab (quoted price, $600,000) for a
two-hour program dedicating the opening of N.Y.'s (cultural) Lincoln Center.
CBS TV has blocked out Sunday, 23 September, 9-11 p.m. for the special.
BBDO has the institutional side of the Corning account only and the sponsorship
is in line with Coming's background in cultural interests.
Toy merchandisers have had their curiosity piqued from one point of view par-
ticularly by General Electric's announcement that it was entering the toy field with
a greenhouse and a transistorized doll.
The specific point of interest: whether retailing will be through appliance stores or
regular toy merchants via the jobber route.
Use of the appliance outlets has this logic: the biggest buyers of appliances are
young married couples and most of them have toy-oriented chips.
Miles Labs (Wade) may be an exception, but Chicago tv reps report they've
yet to get bids from users to waive the 30-days-before-starting-date clause on fall
business.
Wade has made such requests in the past for schedules taking off in September.
What may account for the lack of waiver calls: Chicago agencies and reps are so
snowed under with mop-up work and servicing in connection with the recent rash
of flight schedules that they haven't the time to hitch up for the fall.
The over-all average of the entertainment specials on the tv
was slightly under March, but that could have been due mainly
were twice as many.
Here's how these April specials racked up as to average audience:
PROGRAM
At This Very Moment
Timex All Star Comedy
Academy Awards
Edie and Her Friends
American Landscape
Young People's Concert
Give Us Barabbas (Hallmark)
Bob Hope Show
Devil and Daniel Webster
Average for April
Average for March
Average for February
Average for January
Source: Nielsen Television Index.
AVG. ' ',
14.8
17.8
37.1
20.6
18.3
9.0
13.9
28.1
1 1.5
19.3
20.2
18.6
1 5.3
networks in April
to the fact there
AVG. HOMES
7.252.000
8,722,000
18.179,000
10.09 1.00(1
8,967,000
1.110.000
6,81 1,000
1 3.769,000
7.103,000
9,157.000
9.898,000
9.111,000
7,183,000
22
SPONSOR
25 ,iune 1962
SPONSOR-SCOPE continued
Discard any preconception you may have about housewives with a flock of kids
not having a lot of time to spend on daytime tv viewing.
The facts, as shown in a cumulative audience report for March 1961
Nielsen to NBC TV, are just to the contrary. The younger housewives
broods have the largest quotient of weekday 10 to 5 viewing.
just released by
with numerous
Following are some excerpts
rom t
his special
report t
hat tend to make
the point:
AUDIENCE
'<
HOMES VIEWING
NO. HRS
VIEWING
COMPOSITION
DAYTIME AVG.
WEEK
DAYTIME AVG. WEEK
Age of housewife
Under 35
92.9
11 hrs.;
24 mins.
35-49
83.6
10 hrs.;
18 mins.
55-plus
74.0
9 hrs.;
30 mins.
Family size
1-2
68.5
8 hrs.;
54 mins.
3-5
78.8
9 hrs.
5 and over
90.6
11 hrs.;
30 mins.
Age of children
No children
67.5
9 hrs.
Any children
88.0
10 hrs.;
12 mins.
Any under 5
91.2
11 hrs.;
42 mins.
Any 5-9
91.3
10 hrs.;
12 mins.
Any 10-15
86.8
10 hrs.;
18 mins.
Looks like ABC TV will wind up with Metrecal's (K&E) network largess for
the fourth 1962 quarter.
The main portion of the buy is nighttime minutes.
Metrecal doles it out in quarterly lots and those fourth billings are estimated at around
$1.5 million.
It would be interesting to make book on whether the currently highriding
Hazel will match or outreach the total home audience the I Love Lucy series chalked
up when it was at its peak.
One factor that tilts the odds against Hazel as compared to Lucy's era: there's a lot
more local station competition today.
Bemused by the possibilities, SPONSOR-SCOPE asked Nielsen for a comparison and
here's what it got:
PROGRAM U.S. TV HOMES LARGEST TOTAL HOMES REPORT PERIOD
I Love Lucy 37.700,000 19,416,000 First October 1956
Hazel 49,000,000 16,562,000 First April 1962
It was a good week on the renewal front for daytime NBC TV, the biggest of
them all being Alberto-Culver.
The A-C budget is expected to come somewhat this side of $3 million. (CBS TV has
been renewed for about the same amount.) Other renewals:
• Lestoil (Sackel- Jackson), five quarter-hours over 10 weeks in the fall.
• American Home Products: alternate quarter-hours in three shows.
• The Fritos Co., alternate week in four shows.
NBC TV evidently has found that it hasn't enough football to take care of the
prospective market this fall and winter.
Hence it's scheduling for weekend telecasting a half-hour series that it will bill as Pro
Football Highlights of the Week. There'll be 16 or 17 of them.
It'll be put together by Tel-Ray, but the pricing hasn't been set.
SPONSOR
25 JUNE 1962
23
E
SPONSOR-SCOPE continued
Gardner seems quite revved up for a blitz on snagging new business.
In a recent memo circulated to the agency'* entire stalT president Charles E. Claggert
urged all hands to he on the alert for hot prospeets and pass the tips on pronto to
the management.
Gardner, it will lie recalled, lost its P&G-Dunean Hines account to Compton several
weeks back.
The next approaching step in Nielsen's efforts to cover the entire front; includ-
ing newsprint in its media comparison and combination service.
Nielsen's sales staff is telling agencies that the plans are to inaugurate this new element
very shortly. Also that'll make good stuff for the agencies to feed into their computers.
As agency media analysts see it, Nielsen's eventual goal is to deliver a media
mix package of data which the advertiser or agency can basically use in these terms :
(1) gross rating points; (2) reach; (3) frequency.
Upjohn will probably be the next nabob in the ethical drug field to set up a
separate division for the over-the-counter trade.
Merck & Co. got into this parade last week with the announcement that it has put all
proprietaries into a subsidiary called the Quinton Co.
Last year Smith, Kline & French gave impetus to its own consumer tentacle,
Menley & James, via the marketing of Contac (FC&B), a sustained action cold remedy,
and before that Mead Johnson used its side arm, the Edward Dalton Co., for the big and
successful push on Metrecal.
Earlier this year Charles Pfizer elected to take the over-the-counter direction by acquir-
ing the venerable Thomas Leeming & Co.
Don't be surprised if Norelco (LaRoche) enters the tv daytime field next year
to introduce a new adjunct to its electric shaver which will be marketed as the
Home Barber Kit.
It will feature a hair cutter and guide comb that can be attached to the Norelco
mechanism after the shaving head's been removed.
Sales pitch for the family: up to $100 a year can be saved on the kids' barbering
and a thrifty head of the family can let the wife nip his tresses.
The kit also gives Norelco an edge on competitors in acquainting the prospective face
shaver with the brand at a very early age.
In any event, it's a long step from the old fashioned use of the mixing bowl.
Syracuse's third station, channel 9, which is due to go on the air 1 September,
will have the distinction of being run by four different committees.
The committee concept grew out of the fact that the station's corporation is composed
of various applicants for the channel.
One committee has authority over building, another over personnel, a third over
equipment and a fourth concerns itself with network affairs, the selection of a rep and
the buying of a wire service and film. Henry Wilcox, of WFBL. is chairman of the fourth
committee.
Reports last week had it that the choice of a rep was down to PGW and Petry and that
William H. Grumbles, the station's general manager, was to make the final decision.
P.S.: The operators of the third station in Rochester, due on the air also in Sep-
tember, have invited six reps to make a pitch.
For other news coverage in this Issue: see Sponsor- Week, page 7; Sponsor
Week Wrap-Up. page 52; Washington Week, page 57; sponsor Hears, page 60; Tv and
Radio Newsmakers, page 66; and Spot Scope, page 57.
24 sponsor • 25 june 1962
THANK YOU
Robert Swanson and staff would like to express their
sincere thanks to the 1962 American TV Commercials
Festival for the two Best of Category Awards and the
Special Citation which were awarded on May 4th.
As Talent: Best of Category, Utilities Division, for
AT & T "Gee, But It's Great To Phone." N. W. Ayer,
New York.
For Musical Scoring: Best of Category, Apparel Di-
vision, for DuPont Sweaters of Orion, BBDO, New
York.
As Arranger and Talent: Special Citation for Adapted
Music and Lyrics again for AT & T, "Gee, But It's
Great to Phone."
rCobert Swanson J-^roductions P^_JjT
689 FIFTH AVENUE, NEW YORK 22, N. Y.
Telephone: MUrray Hill 8-4355
SPONSOR • 25 JUNE 1962
25
"I'm Dickens... He's Fenster."
"Actually, I'm Fenster, he's Dickens.
But the show is 'I'm Dickens . . . He's Fenster.'
Actually, I'm Marty Ingels. I forget his name."
(Actually, he's John Astin.)
fi
#
wT
"\
Actually.'Tm Dickens. ..He's Fenster,"
ABC-TV's new comedy series, has to
be one of the biggest crowd-pleasers in
many a time period. These two guys,
fulltime carpenters and sometime
friends, are the happy inspiration of
producer Leonard Stern. His comic
talents include writer-director credits
on Sergeant Bilko and The Steve Allen
Show. Dickens & Fenster are believably
funny people involved from week
to week in believably funny situations.
Whence springs the best of all comedy.
Their funny business starts Friday,
Sept. 28 at 9 PM. After which some
deadly serious sponsors will, as they say,
start laughing all the way to the bank.
ABC Television
$7,885,360
SPONSOR
2 5 JUNE 1962
Coke-Pepsi budgets
highest in history
^ No pause, even for refreshments, in the
battle between the two big bottling giants
^J( all those who have contributed to broadcast and other media
revenue, none should be more fittingly enshrined than two deep
South apothecaries, John S. Pemberton of Atlanta, and Caleb 'Doc'
Bradham of New Bern, N. C. The former alchemized Coca-Cola
in 1886; the latter formulated Pepsi-Cola in 1896. Pemberton,
during that first year, spent $46 for advertising and disposed of
25 gallons of Coke syrup. Bradham's ad and syrup disbursements
at that time could not have been much more, were probably less.
The Coca-Cola Co., leading bottling advertiser in the world,
spent $7,885,360 in television alone in 1961, an increase of 66.1%
over its 1960 video budget. It was, by far, the biggest share of
Coca-Cola's advertising in the four major media. Pepsi-Cola
SPONSOR
25 June 1962
27
Coke & Pepsi, in effort to dominate soft drink
market, are setting ad expenditure records
lipped it> t\ spending I>y 78.695 last
vear to hit $5,570,626 against
13,119,040 in 1960.
(.(ike's total advertising in major
measured consumer media in 1961
came to $13,474,931. Pepsi, it is fig-
ured, spent $10,274,879 in all media
in 1961. Coke's percentage increase
over 1960 was 12.5; Pepsi's, 2.3.
But these figures for the two co-
lossal soft drink makers are already
Boggy as yesteryear's blend of sugar,
vanilla and cola nut. Today's are in-
finitely brighter, and if the unremit-
ting krieg between Coke and Pepsi
continues, observers predict, the ad-
vertising and promotional budgets of
these two soft drink makers should
soar to astronomical heights in an
endeavor to cover the market around
the globe. Major ammunition in this
battle for markets will be television
and radio.
Coke executives told sponsor last
week the) planned to spend approxi-
mately SI 7.000.000 in broadcast me-
dia this year. Some $12,000,000 will
go into tv, the rest into network ami
spot radio.
In a typical week this summer.
Coke commercials on network tv will
reach more than two-thirds of all tv
homes, each home seeing more than
two commercials a week. It is esti-
mated that over a four-week period,
the network commercials will reach
959? of all tv homes.
The message to be stressed in sum-
mer tv copy is "Enjov an ice-cold
Coke— RIGHT NOW!" This will be
backed up with a radio transcription
featuring Anita Bryant which will
support the theme.
Pepsi will continue to be one of
the biggest radio advertisers. For
the summer months, full network spot
radio schedules are planned and will
run at a peak of 140 spots per week.
Sinsrer Joanie Sommers will be
backed up by Mitch Ayres' band do-
ing the Pepsi Song in a wide variety
of announcement-types. Included in
Pepsi's overall radio plans is the
Jim Broun Show, recorded comment
on the national sports scene by Jim
Brown, Cleveland Browns' fullback.
Exclusive sponsorships are offered to
franchisee! Pepsi bottlers.
Philip B. Hinerfeld, v. p., advertis-
ing, Pepsi-Cola, told sponsor that a
substantial portion of Pepsi's ad-
promotional budget is allocated for
broadcast media. During 1962 Pepsi
will have more tv frequency than at
any time in its history, with exten-
sive parent company network spon-
sorship complemented by local bot-
tler video campaigns.
"In radio, the combination of par-
ent company spot placement and
bottlers' schedules is giving Pepsi
the greatest radio frequency we ever
had." Hinerfeld continued. "Broad-
cast advertising has always been an
integral part of Pepsi-Cola Co.'s
overall advertising mix. Observers
have credited broadcast as a kev fac-
tor in the company's spiraling sales
and profit performance since 1950."
Despite the war between the two
biggest suppliers of cola drinks to
thirsty homo sapiens around the
world (Coke has some 776 bottling
plants in 114 countries; Pepsi has
256 plants in 90 countries), both
Seve
W
Top ten advertisers in bottled and canned soft drinks '61-'62
FIRST QUARTER 1961
Network Spot
Total
Network
FIRST QUARTER 1962
Spot
Total
Coca Cola Co.
$451,590
$1,385,230
$1,836,820
Pepsi Cola Co.
233,772
937,680
1,171,452
Seven-Up Corp.
336,660
126,370
463,030
Royal Crown
120,480
120,480
Canada Dry
194,390
64,080
258,470
Dr. Pepper
10,000
105,820
115,820
Cott Beverage
57,210
57,210
Schweppes
2,840
2,840
Hammpr
129,090
129,090
Mnffman
Total Top Ten $1,226,412 $2,928,800
Sources: Network: TvIS LNA -IIAR. Spot: TMt Horabaugh,
$4,155,219
$550,524
$2,581,230
$3,131,754
699,619
1,339,610
2,039,229
490,950
136,500
627,450
195,270
195,270
88,720
88,720
147,260
147,260
70,400
70.400
17,460
17,460
60,260
60,260
15,600
15 600
$1,741,093
$4,652,310
$6,393,403
28
vi'ovsoi;
25 .tune 1962
Leading bottled & canned soft drink advertisers in 1961
Television
Newspapers
Magazines
Outdoor
Total
%TV
Coca Cola Co.
$7,885,360
$ 564,511
$2,937,664
$2,087,296
$13,474,831
58.5
Pepsi Cola Co.
5,570,626
2,021,999
1,927,646
754,608
10,274,879
54.2
Seven-Up Corp.
2,263,281
361,557
2,251,359
1,155,957
6,032,154
37.5
Royal Crown Cola Co.
701,100
626,050
869,406
782,860
2,979,416
23.5
Canada Dry Corp.
1,149,560
480,931
676,370
235,443
2,542,304
45.2
Dr. Pepper Co.
799,010
101,941
235,250
142,838
1,279,039
62.5
Cott Beverage Corp.
734,180
147,914
882,094
83 2
Schweppes (USA) Ltd.
350,270
81,885
364,540
796,695
44 0
Hammer Beverage Co.
385,030
385,030
100 0
Hoffman Beverages
242,270
62,902
17,100
322,272
75 2
Total Top Ten
Sources: Television: TvB-Rorabaugh ai
$20,080,687
nl UNA-BAR. Newspapers: I
$4,449,690
ureau of Advertising. ^
$9,279,335
[agazines: Leading Nati
$5,159,002
jnal Advertisers. Outdi
$38,968,714
or: Outdoor Advertising, Ii
51.5
n
have recorded the highest sales in
their history.
Consolidated 1961 net profit for
Coke after reserves, taxes and all
other charges was $42,487,358. or
$3.08 per share. This compares with
$39,341,319 or $2.87 per share in
1960.
Net sales for Pepsi in 1961 were a
record $173,854,426 compared with
$157,672,258 in 1960. Net income
for 1961, after taxes and adjustment
for foreign activities, amounted to
$14,368,035 compared with the pre-
vious high in 1960 of $14,180,701.
Pepsi's war against Coke is indeed
effective, say many observers. They
say there is a new militancy at
Coke and its bottlers are now having
to fight to maintain top position in
their territories. It is said that Coke,
the giant, is at last awakening to
Pepsi's influence and market infiltra-
tion and beginning to slug it out with
the young upstart. "Coke has finally
conceded that we're in the ball
game," a Pepsi executive said ex-
ultantly.
It has even reached the stage where
chief executives of the contestants'
advertising agencies have entered the
fray with more than academic
stance. Charles Brower, president of
BBDO, agency for Pepsi, in unveil-
ing last year's campaign for the
client, told all present that the ad
campaign not only had the potential
of "knocking you off your seats right
here in the aisle, but of knocking
your fatheaded competitor off his un-
deserved pedestal forever!"
These bellicose words may not
have produced an immediate revolu-
tion at Coke but they did result in a
small tremor, according to reports.
But most Coke executives still refer to
makes the
difference
BATTLE of the bottle vs. can — Armstrong
Circle Theatre commercial points up advan-
tage of glass package over disposable can
Pepsi as "the imitator' and proclaim
that Pepsi reached its peak three
years ago and hasn't done much since.
"Pepsi is clever, shrewd, astute
and damn progressive," one Coke
executive told SPONSOR. "We have a
great deal of admiration for those
o
fellows." But one detects in these
words the lofty condescension of a
dowager dame looking down her
lorgnette at a dead-end kid sporting
brass knuckles and a flashy diamond
stickpin.
That Coke has taught the advertis-
ing world many invaluable precepts
was made clear on Tuesday, 12 June,
when Marion Harper, Jr., chairman
of the board of the 4A's and chair-
man of the board of Interpublic
(McCann-Erickson, an affiliate, is the
agency for Coke) spoke at a Coca-
Cola Area Advertising Meeting.
Harper saluted Coke for pioneering
"in the use of advertising in Amer-
ican business, both here and abroad."
Its (Coke's) advertising practice has
provided a kind of graduate busi-
ness course for enterprises in many
different fields, including its own
field of refreshments," Harper said.
"It led the way in its advertising phi-
SPONSOR
25 JUNE 1962
29
losophy, and as a result it established
a decisis e lead over am possible
competition." rhe "competition"
Harper alludes to is undoubtedly
Pepsi.
Evidently, Pepsi was pleased with
its \iH)\ campaign prepared l>\
BBDO. It continued the tbeme tlii-
\ear and more important, increased
the budget by some 29%. The con-
tinuing theme, "Now It's Pepsi for
Those W ho Think Young," appeared
to go well with \oung people. Ac-
cording to BBDO researchers, 81%
of teen-agers and 16rr of young
adults — regarded as the prime mar-
ket for soft drinks — knew the Pepsi
theme. BBDO execs also pointed out
that Coke spends far more than Pepsi
set. some time after the Pepsi cam-
paign got under wa\ . "two of three
persons questioned believed Pepsi ad-
vertised more." In tv and radio, as in
print, the prime copy words remain
"light." "bracing." and "clean tast-
ing." These words, according to the
agency, came up highest in tests for
effectiveness and strong Pepsi identi-
fication.
Survey after survey reveals that
cola drinks continue to account for
more than 60% of all soft drinks
sold. There has been a rise in sale
of lemon-lime drinks, now getting
some 18'< of the total market. Other
significant factors in the soft drink
industry: the 16-ounce bottle is
gaining rapidly with current sales at
100 million cases 1 24 bottles per
case) a year; sales of soft drinks in
service stations are growing, having
risen to some 7r7 of total industry
sales; industrial sales (at work or
school I now account for 19'. of
total industry sales. Coke and Pepsi,
it is estimated, have 85% of the U.S.
cola-drink market bottled up. Coke
alone sells 70 million bottles daily
around the world and sells it in 60
different languages.
The top 10 soft drink bottlers in
the U.S. increased their ad spendings
in major consumer media by 10.3%
last year, with tv's share zooming to
51.5% from 39.7% in 1960, accord-
ing to TvB figures. The top 10 soft
drink bottlers, based on their first
quarter 1962 gross time expenditures
in tv. are Coke, Pepsi, Seven-Up,
Royal Crown, Canada Dry, Dr. Pep-
per, Cott Beverage, Schweppes, Ham-
mer and Hoffman.
Soft drink business on the net-
works is ahead this summer. Canada
Dry is in National Velvet, Laramie
and Outlaw and Seven-Up is in Inter-
national Show Time over NBC TV.
Dean Shaffner. director sales plan-
ning, NBC TV, told sponsor that for
those soft drink makers whose dis-
AD BUDGETS studied by execs at Coca-Cola Export (l-r) A. A. Joary, ad mgr., Belgium
area; Dr. Arnold Corbin, mktg. prof., NYU & J. W. Rintelen, v. p. ad dir., Coca-Cola Export
tribution is sufficiently broad to per-
mit national or regional network
purchases "the advantages of net-
work over spot are numerous and
important. For one thing, the num-
ber of homes watching tv in summer
is very slightly below those watching
peak-season tv," Shaffner said. "One
Nielsen comparison of August with
March showed that the total number
of homes watching tv in a week was
only three per cent lower in the sum-
mer .... despite lower sets-in-use
levels, summer repeats typically aver-
age very nearly as high a share of
audience as their originals achieved
during the regular season."
CBS TV has Coke on Perry Mason
for one-third sponsorship; Coke also
bought four alternate quarter hours
in the daytime plus participation in
the Morning Minute plan.
ABC TV's soft drink business is
ahead of last season. Coke has bought
Ben Casey, The Hathaways, Ha-
ivaiian Eye, Hollywood Special, Law-
man, Leave It to Beaver, Ozzie &
Harriet, Room for One More, 77
Sunset Strip. Surfsiile Six and
Tours for a Song. Pepsi bought
Cheyenne, Target, The Corruptors
and Surfside Six. Dr. Pepper is in
the American Band Stand.
According to Fred Pierce, ABC
TV director of research and sales de-
velopment, the increase in soft drink
expenditures on network tv this sum-
mer is a result of two factors: first
the flexibility which network tv of-
fers and second, soft drink makers
have found it effective to merchan-
dise name tv shows and personalities
to the dealers around the country.
Nor is network radio neglected by
the nation's top soft drink makers;
in fact, it too is sharing in the
wealth. CBS Radio got Pepsi to buy
a 12-week participation deal in news,
Dimension and sports. Canada Dry
is in a four-week campaign. "There
are no mysteries, of course, as to why
soft drink producers conduct inten-
sive advertising campaigns on radio
in the summertime." George Arke-
dis. v.p.. network sales. CBS Radio,
told sponsor. "Summertime is no
doubt consumer time for the soft
drink industry. But interestingly
enough, radio is the one medium
i /'lease turn to page 47)
sponsor
25 june 1962
Iiiiiiiiiiiiiiiiiiiiiiia iiiiiiiiiiiiiiiiiii mil i ::i . : . .
Cost of reaching cigarette-users by program type
PROGRAM CATEGORY
MEDIAN CPM*
AVERAGE CPM*
WESTERNS
$1.65
$2.38
MYSTERY-ADVENTURE
1.99
2.05
DRAMA
2.02
2.03
VARIETY
2.08
1.86
NEWS
2.99
3.05
SITUATION COMEDY
3.47
3.76
QUIZ-PANEL
—
3.09
*CPM here refers to cost-per- thousand per commercial minute (not including talent fees) per total
cigarette smokers in audience. Source: The Pulse, Inc.
EFFICIENCY of various network tv programs in reaching the smoker is best represented by the median c-p-m
MORE SMOKERS AT LESS COST
^ Cost-per-1,000 means a lot more to cigarette advertisers when based on viewers
who smoke — new demographic breakdown from Pulse isolates "waste" audience
N
ot so long ago — and to great ex-
tent even now — the placement of
broadcast schedules which targeted
the consumer were much like the
child's game of pinning the tail on
the donkey. Armed with head-count-
ing figures, timebuyers and their
mentors worked media miracles in
what some would call a sophisticated
game of "blind man's bluff."
But the long hullabaloo from vari-
ous corners of the ad industry for
more and more qualitative, or demo-
graphic, data on broadcast audiences
has finally begun to draw some vis-
ible results.
The research services have given
qualitative audience studies serious
thought, and some have given it seri-
ous application. Last week, The
Pulse, Inc., released to sponsor the
results of a study made on the cost-
per-1,000 of reaching not just view-
ers, but viewers who are definite
prospects, in this case for cigarette
advertisers.
The cigarette smoker data is among
the more recent in what Pulse calls
"Tv Audience Profiles," a series of
studies begun in November 1960.
Prior to these profiles, says Pulse,
marketing and advertising men had
to rely on intuition or costly special
surveys to determine which tv pro-
gram offered more prospects or big-
ger concentrations of prospects) for
their products. Thus, they did not
know with certainty if their budgets
were being spent with maximum cost-
per-prospect efficiency.
But in light of the product-use and
demographic characteristics which
apply to the advertised product — in
this case cigarettes — the advertiser
can examine programs and program
types in terms of maximum prospects
rather than maximum viewers.
The cost-per-1,000 viewers con-
cept, then, may be extended to cost-
per-1,000 "pertinent viewers — view-
ers who may be legitametly consid-
ered in the advertiser's market po-
tential," in the words of Laurence
Roslow, Pulse associate director.
In the charts on this and the fol-
lowing page, 45 tv programs spon-
sored by cigarette companies in the
1961-62 season are analyzed for their
cost-per-1,000 per total cigarette-
smoking viewers. On this basis, the
cost-per-1,000 ranges from a low of
$1.08 for the Jack Paar Show, to
$5.43 for the Bob Cummings pro-
gram. The median cost is $2.21,
based on a median of total cigarette
smokers in the audience, or 8.829,-
000. The average cost is $2.47 per-
1,000, based on an average of 9,555,-
000 cigarette smokers.
The median and the average are
given, explains Roslow, because an
average alone is often misleading.
These figures tend to make an aver-
age lopsided.
On the other hand. Roslow ex-
plains, a median gives a "truer meas-
ure." In the chart on the next page,
for example, where 45 "cases ' or
SPONSOR
25 june 1962
31
What tobacco sponsors get for the money on tv programs
PROGRAM
TOTAL CIGARETTE
SMOKERS
CPM*
PROGRAM
TOTAL CIGARETTE
SMOKERS
CPM*
Jack Paar
6,995.000
Garry Moore
13.664,000
Cain's 100
8 673,000
$1.08
Wagon Train
19,663.000
1.39
Perry Mason
16,118,000
1.40
77 Sunset Strip
13,145,000
1.42
Rawhide
15.300.000
1.45
Cheyenne
12.927.000
1.46
Naked City
12.319,000
1.50
Hawaiian Eye
11,291,000
1.51
Surfside Six
11,400,000
1.51
Dr. Kildare
13,036.000
1.59
Gunsmoke
16,718,000
1.65
Saturday Night at the Movies
11,413,000
1.66
Dick Powell
11,427,000
1.88
New Breed
8,959,000
1.91
Checkmate
13,390,000
1.97
Target the Corrupters
9.040,000
1.99
Route 66
13,014,000
2.02
Singalong with Mitch
12,709,000
2.02
Adventures in Paradise
8,699,000
2.12
Ed Sullivan
13,936,000
2.14
Bus Stop
7,636,000
2.16
2.19
2.24
Defenders
11,346,000
2.35
CBS News
8.509.000
2.38
Follow the Sun
7,172,000
2.39
Price Is Right
8.509.000
2.47
Twilight Zone
9,545,000
2.52
87th Precinct
7,745.000
2 54
Flintstones
8,972,000
2.74
Hennessey
8,029,000
2.89
Huntley Brinkley
8,693,000
2.99
Thriller
7,200,000
3.01
Detectives
7,963,000
3.18
Lawman
7,909.000
3.33
Joey Bishop
7.036.000
3.47
Dobie Gillis
8,099,000
3.59
Wells Fargo
5,809,000
3.62
To Tell the Truth
7,036,000
3.71
Eyewitness
5.154,000
3.77
Tall Man
5,836,000
3.79
Father Knows Best
5,209.000
3.93
Bachelor Father
5,972,000
4.26
Bob Cummings
4,817,000
5.43
Outlaws
7,528,000
NA**
MEDIAN
8,829,000
$2.21
AVERAGE
'Cost-per-1,000 pei a erclal minute per total cigarette smokers. "N.\ — Not available. Source; The Pulse, in<
9,555,000
$2.47
programs are studied, the median
would be the 23rd program, Cains
100. However, because cost-per-1,000
prospects is not available for the last
program, the Outlaws, the median is
actually derived from a total of 44
cases instead of 45. Thus the median
is taken from an average of the 22nd
and 23rd programs, Garry Moore,
$2.19. and Cains 100, $2.24. The
final median figure, then, is $2.21
per thousand. The same process is
followed to find the median for pro-
mum types in the chart on page 31.
Although the information in these
(harts deals exclusively with cigar-
ettes, the Tv Audience Profile study
from which it was taken covers 11
other consumer-owning and -using
categories. Thev are: air-travel,
automotive, beverages, cereal, cos-
metics, electrical appliances, groc-
eries, hair preparations, insurance,
paper goods, pharmaceuticals, soaps
and detergents, and magazine reader-
ship. Included also are 16 socio-
economic characteristics.
Pulse maintains that because total
tv homes now account for approxi-
mately 909' of U.S. homes, the mar-
keting data in Pulse profiles may be
considered valid for the country as a
whole. For example, the statement
that 42.108.000 viewers drank three
or more cups of regular coffee at
home "yesterday," vs 13,226,000 for
instant, is said to be virtually true for
the entire country, viewers and non-
viewers alike.
According to Roslow, Pulse now
has data in its electronic memory files
on several hundred different product-
use and socio-economic characteris-
tics, and can cross-tabulate any two
or more of these for a client. For new
surveys, subscribers are entitled to
use a question of their own choosing
for the personal interviews. Each
question is answered in two dimen-
sions. Roslow explains; first, the ab-
solute number of viewers bearing the
characteristic, and second, the con-
centration of such viewers among all
of a program's viewers. *#^
32
SPONSOR
25 june 1962
RADIO SELLS 'QUIETVILLE, USA'
^ Large muffler chain uses radio to promote silence,
finds off-beat spots and 'recreation' rooms help sell
^ First in business to franchise, Midas, Inc. buys vol-
ume national advertising, with large dealer outlays
CHICAGO
I ndustries engaged in the burgeon-
ing franchising war often need ma-
rine-like backing to reinforce market-
ing advantages. Radio has proved a
successful maneuver for a Chicago-
based Midas, Inc. This company com-
bines a corporate campaign on net-
work radio with an enormous under-
lay of individual local campaigns
conducted independently by dealers
throughout the country, producing an
advertising saturation impact.
Midas was among the first to plan
franchise operations. Its muffler chain
now totals 400 shops stretching across
the nation, into Canada, and even
Hawaii. But prior to 1956, when a
far-sighted young man sat down with
the president of International Parts
Corporation to map out what has
become the largest muffler shop op-
eration in the world, there wasn't a
national automotive franchising oper-
ation in sight.
The businessman who conceived
the idea is 34-year old Gordon Sher-
man, today president of Midas, a
wholly owned subsidiary of Inter-
national Parts. A man whose adver-
tising concepts equal the sophistica-
tion of his merchandising concepts,
Sherman has some firm convictions
on how radio works for his company.
Sherman concludes that radio is
the medium for Midas because of two
factors: "First," he says, "the easiest
way to convey an audio message is
via sound — and radio gives the broad-
est scope of creativity. Secondly,
radio offers the greatest opportunity
for repetition."
What Midas is selling, in essence,
is silence. "And you can't scream
silence," Sherman observes. Midas
sells silence via an off-beat sound-
effects commercial called "Quietville.
USA." Incorporating sounds of sum-
mer with rush hour traffic, the ticking
of clocks, and the gasping cough of
a sick exhaust system, it ends with the
silencing of a tired muffler with a re-
placement at Quietville ( A Midas
Shop).
Alternated with this spot is a mu-
sical jingle explaining how an auto
gets its tired muffler silenced at Midas.
These two commercials are the back-
bone of a 26-week NBC schedule
Midas is conducting this spring and
next fall, bridged by local dealer
campaigns.
As for frequency, Sherman main-
tains that all rhetoric is a drive for
credibility. In the case of radio com-
mercials, he says, credibility comes
through repetition.
Message frequency is of prime im-
portance to Midas' marketing needs,
as well. Mufflers, not an impulse item,
are purchased only when replacement
is necessary. And it is Sherman's
belief that constant radio reminders
about the Midas shops impel the mo-
torist to stop in when the roar of a
blown muffler sounds the replacement
warning.
"A few years ago we put on the
dog," Sherman says, "by going into
tv specials. In both 1959 and 1960
we set a new course in broadcast
media swinging into a heavy tv sched-
ule. To be consistent with a format
of credibility, we helped support the
All Star Baseball Game Prevue, Ken-
tucky Derby Prevue and the U. S.
Open Golf Tournament. In those two
years, when our advertising budget
reached its peak at approximately
•SI1/) million each vear. we found that
ALBUM of Midas' Quietville was distributed to local dealers for broadcast use on individual
campaigns. Local campaign'; add to Midas' national radio push on NBC, creating more impact
SPONSOR
25 june 1962
33
the impact of video over audio alone
ju-t didn't justifx the cost dilleren-
lial."
Midas' past record adequate!) re-
flects the preference for radio and the
classic news type format. In previous
years the companj has hacked such
radio new- programs as Paul Harvey
and the \ews, Charles Collingwood
Report*. John Cameron Swayze, and
Monitor.
Launched on f June. Midas' cur-
rent radio voice marks the fifth con-
Becutive year of association with NBC
\eus on the Hoar. The Midas adver-
tising budget for this year has been
estimated at around $600,000.
In addition to this outlay. Sherman
estimates that the individual Midas
dealers spend about S3 million annu-
ally on local campaigns in their own
markets. I his expenditure is not in
the nature of a co-op fund, but adver-
tising undertaken and paid for by the
Midas franchisee. Each Midas shop
owner sets up his own program which
usually includes newspaper mats and
radio spots in each market. The new
Midas radio spots have been recorded
on long-play stereo records as a free
local tie-in package for dealers. Each
one receives an album, along with an
explanation of the Midas national ad-
vertising approach, schedule of ads,
and sample scripts.
Sherman's franchising idea, ini-
tially, was to combine the best aspects
of discounting and custom service
into a nation-wide chain of profitable,
independently managed dealerships,
offering a durable product at a com-
petitive price in the industry
Viewing a franchise as more than
a contract to distribute and sell goods
within a specified area more than a
Midas sign displayed to backstop a
local franchisee. Sherman feels that
it's a skillful art form.
Documenting this conviction, Sher-
man told SPONSOR that although total
muffler and exhaust system parts total
an estimated $250 million annually,
Midas went into the field for its own
fulfillment, not to capture a market.
One of the bonus advantages to
emerge from Midas national adver-
tising is this, according to Sherman:
It has conveyed to dealers what Midas
home management in Chicago expects
of them as franchisees.
The growth of Midas. Inc. through
advertising has been traced with thor-
ough-going religiosity, Sherman em-
phasizes. Establishing brand identity
among consumers in the automotive
replacement market is a herculean
task, he says, because of point of
purchase obscurity. This is where
Midas has the edge over its competi-
tion, which is composed chiefly of
gas stations.
From its beginning, Midas adver-
tising strategy was based on overall
national campaigns backed up by the
local radio and newspaper campaigns
waged by the franchise operators.
This strong interlacing of national
and local advertising is precisely what
accounts for the nature of Midas
growth, Sherman feels, attributing the
saturation effect directly to the com-
bination.
Of Midas customers, Sherman says
that an enormous preponderance are
housewives. Yet, Midas radio com-
mercials are not aimed toward the
female audience, but toward the male.
"We reach the housewife through her
husband," Sherman says, "he is the
one that sends his wife and the family
auto to a Midas shop."
A few months ago Sherman felt
that the end of the muffler surge was
approaching, and he did not antici-
pate establishing more franchises.
However, about 50 more Midas shops
will be added to the chain during the
next 12 months; not because of an
increase in autos — he has discovered
that the demand for auto parts re-
mains fairly constant — but because
drivers are reluctant to drive very far
with a muffler that needs replacement.
Sherman considers franchising an
exciting distribution channel with op-
portunities for real expansion from
one product line into related groups.
The Midas shops now offer shock ab-
sorber and seat belt installation as
well as muffler service.
Now Sherman and his team are
preparing to repeat the success story
all n\er again: this time with a chain
of brake repair shops. This new ven-
ture is viewed by industry observers
as another opportunitv for radio to
demonstrate how well it can work for
the franchise field, nationally and at
the local level. As Gordon Sherman
puts it, "We are at perfect peace with
radio, and on the basis of its proven
success, we don't have to explain our
feelings about its effectiveness." ^
AT NIGHT the shops are all Quietville and show up an important interior feature of Midas shops — the lack of garage atmosphere. Waiting
rooms are designed to make the wait for muffler installation as painless as possible. Clean, attractive surroundings are provided, along with
children's equipment, such as play-pens and toys. Housewives, many of whom are attracted by radio spots, account for 50% of Midas customers
:', I
SPONSOR
25 JUNE 1962
ONE of the many stations in this country which has been entangled in the Section 315 equal-time web is WPIX, New York. During the 1961
mayoralty election, equal time was given to four minority-party candidates in addition to Mayor Wagner (r) and GOP challenger Louis Lefkowitz
WHEN MUST I GIVE EQUAL TIME?
^ Does Section 315 apply to on-the-air editorializing?
Many broadcasters and most admen do not know!
^ Here, as a service to the industry, is an explanation
of the ground rules of political and opinion programing
I he electrifying U.S. Supreme
Court decision two weeks ago favor-
ing WMCA in its stand against New
York State on apportionment in the
legislature has focused national atten-
tion on the growing practice of broad-
cast editorializing.
The practice shares the wide misun-
derstanding, and is often confused
with, broadcasts of political candi-
dates. Many broadcasters are con-
founded by the regulations and in-
terpretations of Section 315 of the
Communications Act which deal with
candidates and by the Fairness Doc-
trine which deals with editorializing
and other political broadcasts.
It is a certainty that the confusion
will be manifest this fall when con-
gressional, senatorial, and numerous
state and local elections get under-
way.
Section 315, although widely dis-
liked, is in itself not too often mis-
understood. The Fairness Doctrine,
however, because of its lack of hard,
set-down dogma, induces the greatest
number of puzzlements.
Although this may be so, an NAB
official pointed out. it "is to be pre-
ferred to a system containing a strict
set of guidelines which would then
deprive a broadcaster of his own
judgment in editorializing." With
practice, the mud puddle will clear,
he predicted.
In addition to the fuzziness, an in-
tangible fear exists in the minds of
some broadcasters that in the course
of editorializing, let us say, and while
being "fair," they may be run to
earth by a capricious, axe-grinding
government agency.
The purpose of this article then is
to try to clarify the rights and duties
of radio and tv licensees while broad-
casting programs of a political nature
or when editorializing, about politics
or otherwise.
Two categories of "ground rules"
exist to guide radio and tv broad-
casters in handling political, candi-
dates and their followers, political
editorials, non-political but controver-
sial editorials, and other ("Mother-
hood") editorials.
Section 315 is invoked when — and
only when — a candidate himself, and
not a spokesman, is seen or heard on
a program. The details are given in
the chart on page 36.
All other usages of air time for
reasons mentioned above are gov-
SPONSOR
25 june 1962
35
Two government instruments bind
political and editorial broadcasts
Section 315 of the Communications Act of 1934 is Congressional Law.
Fairness Doctrine, which applies to controversial issues, is FCC policy.
QIC Wnen a political candidate himself appears on radio or tv,
01 J or if his recorded voice is used, equal opportunity (often
called "equal time") must be given to all qualified opposing candi-
dates for the same office who request it within seven days of the
program. In this situation, a station is not required to contact
other candidates. Here also, the broadcaster is free of responsi-
bility for libelous or other remarks made by the candidates. When
a political candidate appears on a bona fide news-type program
the equal opportunity provision of 315 does not apply. Equal oppor-
tunity does not mean that a station is required to avail candidate
B of exactly the same time period used by candidate A. Nor is a
station required to make available periods requested by either
A or B. Costs must be the same for one as for the other. Any
discrimination is prohibited. A station is not obliged to sell or
provide free to time to political candidates, but as long as it wishes
to serve "the public interest" it should at least keep the public
aware of controversial sides via editorials or opinions (see Fair-
ness Doctrine below). Breech of 315 by a station could result in
license-revokation proceedings, or failure to receive license re-
newal.
FAIRNESS DOCTRINE
When a political candi-
date's representative
uses a station's facilities, the station must provide "reasonable
opportunity" to the candidate's opponents (but not to opposing
candidates). The station must get in touch with the other side(s)
and invite a reply. However, the station does not have to afford
an approximation of time, as in 315. The licensee also may pick
a spokesman for the other side (but he must be "fair"). Here, in
contrast to the freedom of censorship responsibility granted solely
under 315, the licensee must censor all libelous and obscene re-
marks made by spokesmen, for the station is liable.
When a station delivers an editorial on behalf of a political
candidate, the station must again provide "reasonable opportunity"
for reply. The same obligations apply as those which govern ap-
pearances of spokesmen — in addition to which editorials must be
"timely." That is, they must be delivered so that opponents will
have a chance at rebuttal.
When a station delivers a controversial editorial on issues other
than political, it should encourage replies from people or groups
it deems responsible for opposite views. A way to handle this is
as letters to the editor. Good procedure is to mail a copy of the
editorial and an invitation to reply to interested groups.
When a station delivers a controversial editorial on an individual,
the station should offer a chance to answer.
When a station delivers a non-controversial editorial, civic
groups, etc., may be sent a copy and asked to reply. But this is
not a legal obligation in most instances.
Again, as in 315, a breech of the Fairness Doctrine could block
license renewal.
erned by the Fairness Doctrine, which
is FCC policy on these matters.
The penalty for transgression- in
either case is the possible loss of li-
cense at renewal time.
But broadcast licensees are pro-
tected against any conceivable abuse
of power by the Commission in the
exercising of its licensing authority
by the procedural safeguards of the
Communications Act and the Admin-
istrative Procedure Act, and by the
right of appeal to the Courts from
final action claimed to be arbitrary
or capricious (FCC report on Edi-
torializing by Broadcast Licensees,
2 June 1949).
Also, FCC Chairman Minow, at the
NAB Editorializing Conference in
March, assured broadcasters that the
Commission stands behind them and
is "not here to 'bushwhack' " them.
He also encouraged broadcasters,
whom he called "men of responsibili-
ty and goodwill," to do more edi-
torializing.
FCC Commissioner Frederick W.
Ford, at the same conference, also en-
couraged editorializing and, in an-
swer to a question, disclosed that he
recalled no instance in which a sta-
tion's editorial policy had been an is-
sue in a hearing, on a renewal appli-
cation or under a 309(b) letter.
"Then if all they have to do is be
fair, what are broadcasters afraid
of?" The question affords no easy
answer.
But they are unanimous in their
denunciation of such legislation as
that recommended in a report re-
leased in April by the Senate Sub-
committee on Freedom of Communi-
cations, chaired by Sen. Ralph W.
Yarborough (D., Tex.).
"If such recommendations were en-
acted into law, there would be no
such thing as free broadcast journal-
ism," the NAB's chief counsel Doug-
las A. Anello has warned.
"Its recommendations would in ef-
fect nullify his (broadcaster's) exer-
cise of individual judgment and re-
sponsibility. It would to all intents
and purposes make broadcasting sta-
tions carriers rather than journalistic
enterprises," he said.
Howard Bell. NAB vice president,
industry affairs, said such a law
would be an "insult to the integritv
of a broadcaster and would impinge
36
SPONSOR
25 june 1962
iiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiidiiiiiiiiiiiiiiiiiid i
What a broadcaster can and cannot do under Section 315
Mil // one political candidate bays more time than another, is the station required to halt
I » W such sales because of the unbalance? May a station charge premium rates for a
political broadcast? May a station with both national and local rates charge a candidate for
local office its national rate? A station regularly does business through advertising agencies
and gives its customary commission. For example, candidate A buys $100 worth of time through
an agency. The station receives $85. Candidate B, sans agency, demands the same time for
$85. Is he entitled to it? Must a station make time available to a Communist Party candidate?
("No" is the correct answer to all the questions in this paragraph)
a
yLy 1 1 a .station owner, or a station advertiser, or a person regularly employed as a sta-
I b w tion announcer were to make any appearance other than on a bona fide news pro-
gram over a station after having qualified as a candidate for public office, would Section 315
apply? Is a political candidate entitled to receive discounts? Can a station refuse to sell at
discount rates to a group of candidates for different offices who have pooled their resources to
obtain a discount, even though as a matter of commercial practice, the station permits commer-
cial advertisers to buy a block of time at discount rates for use by various business owned
by a single advertiser? ("Yes" is the correct answer to all the questions in this paragraph)
upon his freedom to make his own
judgment as to what is fair in a
particular situation."
Daniel W. Kops, president of
WAVZ, New Haven, Conn., and
WTRY, Albany-Troy-Schenectady, N.
Y., and NAB editorializing committee
chairman, believes the most serious
threat to broadcasting in the Yar-
borough report is the following rec-
ommendation:
Section 326 of the Communica-
tions Act should be amended to pro-
vide additionally:
"Nothing in this Act or the fore-
going sentence shall prevent the Fed-
eral Communications Commission,
acting upon a complaint in an 'edi-
torial fairness' case, to direct a li-
censee to make time available and
present the opposing position or a
particular person in order that the
paramount right of the public to be
informed on all sides of public issues
be preserved."
Under such an enactment, free
broadcast journalism "would never
be the same," Kops said. The way
to preserve this freedom, he added,
is to act with responsibility.
In Illinois. Joe M. Baisch, WREX-
TV (Rockford) vice president and
Freedom Committee chairman of the
Illinois Broadcasters Assn., is also
concerned with the "dangers so ap-
parent" in the Yarborough Report.
Asking for more freedom and less
regulation, Baisch said "We border
now on a thin line of 'thought con-
trol.' The possibility (and probabili-
ty) exists and poses a serious danger,
threatening our freedom. The possi-
bility of censorship or thought con-
trol should, in my judgment, once
and for all be eliminated."
But while the Yarborough Report
currently receives loud denunciations,
the broadcasters' long-standing dis-
content with Section 315 continues.
The NAB itself "opposes vigorous-
ly the necessity for Section 315,"
Bell said.
Recently, NBC board chairman
Robert W. Sarnoff hailed President
Kennedy's action on 29 May request-
ing Congress to suspend 315 for the
1964 Presidential and Vice Presi-
dential campaigns, as they were sus-
pended for the Kennedy-Nixon de-
bates in 1960. He has often re-
ferred to 315 as "the equal-time
yoke."
CBS president Dr. Frank Stanton,
another venerable 315 foe, last year
suggested that Congress "suspend the
equal-time requirements for all elec-
tions, Congressional, state and local,
through 1963." As an experiment it
might provide additional evidence for
the use of Congress in considering
permanent revision of Section 315, he
said. Mutual Broadcasting president
Robert F. Hurleigh agrees.
Last fall, WPIX, New York City,
went on record as being "unalterably
opposed" to 315 and said the station
feels the requirement should be re-
pealed or amended.
Sen. Jacob K. Javits (R., N.Y.) has
introduced a proposal, presently in
the Commerce Committee, which if
passed will suspend Section 315 for
this year's Congressional and Sena-
torial campaigns. A spokesman in
the Senator's Washington office told
sponsor the proposal has received "a
lot of encouragement and has a 50-50
chance" of passage.
"This," Kops said, "is a good step
in the right direction." He added that
315 "should be repealed as a matter of
extending the public's right to know."
Turning aside from the legal com-
SPONSOR
25 june 1962
37
plications, Kops directed hi> attention
to the "how In" of editorializing.
The temperament and willing
to be fair and thorough rather than
arbitral") and superficial are pre-
requisites. A strong, professional
news -tii tT is a must.
Having the tools, the skill of edi-
torializing can he mastered, hut slow-
ly, kops advised. Start out with civic
and local issues before you sound off
on a national controversy. In 1949,
Kops said. WAVZ began with edi-
torials on schools, traffic, housing and
lack of leadership in Citv Hall." After
a feu years the station "broadened its
scope to include editorials on national
topics."
He also urged the observance of
journalistic ethics and advised that
the dignity of the station should be
behind editorials. One way to do this
is to have the station's top manage-
ment deliver them, he said.
As for the number of stations
which are editorializing, Kops re-
peated the statistics compiled by an
NAB survey of about 4.000 radio
and tv stations in March.
Of 1.723 replies, 61% said they
editorialize: 27' "< do so daily. 12%
weekly and the rest occasionally. But
about 1/3 of the remainder will be
doing so "in a few months."
This increase in editorial responsi-
bility is necessary. Kops said, to fill
the "tremendous vacuum" left by the
disappearance — often through merger
-of many daily newspapers since
the end of WW II.
No article on editorializing could
conclude without a mention of the
infamous Mayflower Decision, which,
in the 1049 words of former FCC
Commissioner Robert F. Jones (now
in private practice) "fully and com-
pletely suppressed and prohibited the
licensee from speaking in the future
over his facilities in behalf of any
cause."
It is. perhaps, the traumatic effect
of the Mayflower Decision which to-
<la\ evokes such hostility from broad-
casters against the Yarborouidi Re-
port. Jones, \nello and Kops are
among those who call this now-de-
funct decision unconstitutional, a vio-
lation of the First Amendment.
It began in 1937 when WAAB.
Boston, endorsed political candidates
(Please turn to page 49)
38
AFFILIATE GROUPS
^ Emphasis on radio as 'local' has made web affiliates
associations an active, healthy power behind the throne j
^ Group chairmen see net stations growing stronger
in race with independents, after trying readjustment I
\* ome September, affiliates associa-
tions of three radio networks (CBS,
NBC. Mutual; ABC currently is
without one) will be holding their
annual conventions. Like their tele-
vision counterparts (SPONSOR, 14
May), they'll have agendas running
the gamut from station compensa-
tion to programing changes. Unlike
their tv brothers, however, they hold
the trump cards in their "advisory"
hands. Whatever the ostensible de-
gree of their influence, they are ab-
solutely vital to the survival of net-
work radio.
'"History," says one network offi-
cial, unofficially, "is pretty much on
their side. When the future of net-
work radio was strongly in doubt —
in the early 1950s when television
was taking its giant steps and 'for-
mula' radio was the industry's fair-
haired child — the affiliates associa-
tions, once little more than sounding
boards, sprang to the position of
barometer and gauge. Their local-
market needs were translated into a
collective knowledge, and for radio
networks to ignore them would have
been tantamount to suicide."
With this candid appraisal as cue,
SPONSOR went last week to the chair-
man of each of the associations'
board of directors or steering com-
mittee to learn first-hand how they
operate, what their two-way com-
munication systems have accom-
plished over the past several years,
what their current thinking portends.
What ultimately emerged from the
individual investigations was a new
insight into network radio today.
CBS Affiliates Assn.
"When we talk with the network
about programing — they listen," says
Elton K. "Joe" Hartenbower, vice
president and general manager of
KCMO, Kansas City, and chairman
of the CBS Radio Affiliates Assn's
board of directors.
In preparation for the associa-
tion's annual convention at the Wal-
dorf-Astoria hotel in New York, 12-
13 September, Hartenbower cites
programing — "every affiliate is con-
tinually on the alert for suggestions
on ways to strengthen and update
network programing" — as the asso-
ciation's primary concern. In this
area, stronger news dominates the
convention floor.
Hartenbower feels that the associ-
ation's most notable achievement in
recent years is the network's "pro-
gram consolidation plan" (PCP),
which CBS officials worked out with
the association's board of directors.
Under PCP. stations have approxi-
mately 161 commercial minutes of
network time per week which they
can sell locally. The network, in
turn, holds on to 358 30-second spots
per week for national sale. Compen-
sation, then, is based on announce-
ment time, not money. When pro-
grams are carried outside of option
time periods, however — such as the
.recent astronaut coverage — stations
are compensated, monetarily, and ar-
rangements are negotiated directly
by the station and the network. It
is illegal to discuss individual station
compensation at association meetings.
Currently, under PCP, the net-
work's programing structure is pri-
marily one of news, augmented by
the Arthur Godfrey, Art Linkletter,
Garry Moore and Crosby-Clooney
shows, as well as two dramatic pro-
grams on Sunday.
How does Hartenbower view net-
work radio in today's highly com-
petitive local markets?
SPONSOR
25 June 1962
HOLD NET RADIO TRUMP CARDS
"The network stations are in a
much stronger position today than
they were a few years ago. They're
delivering more adult listeners, leav-
ing the bulk of teen-agers to the in-
dependents."
Structurally, the CBS Radio Affil-
iates Assn. is headed by a board of
directors chosen from nine geo-
graphic districts. Directors are di-
vided into two classes: directors-at-
large who serve one-year terms and
district directors elected for three-
year terms. Directors-at-large, in
addition to Hartenbower, are Larry
Haeg, general manager of WCCO,
Minneapolis, and Robert McConnell,
general manager of WISH, Indian-
apolis. Secretary-treasurer is Joe L.
Smith, Jr., general manager of
WJLS, Beckley, West Va.
The association's membership now
includes approximately 85% of all
CBS affiliates. No o&o's are admitted.
Annual dues are based on 50% of a
station's network hour rate, plus 5%.
NBC Radio Affiliates
William Grant, president of KOA,
Denver, is chairman of the commit-
tee which heads the NBC Radio Af-
filiates. An articulate, enthusiastic
man, Grant sees his organization's
influence as "moral rather than le-
gal."
"In the last analysis," he says,
"each station must deal individually
with the network. The affiliates as-
sociation simply provides an oppor-
tunity to discuss, in comparative pri-
vacy, our general differences. And
the network's ear is with us."
Typical of topics covered at an
NBC affiliates convention are new
program ideas, criticism by individ-
ual stations of current program for-
mats and/or personalities, dual spon-
sorship of network news (affiliates
prefer single sponsorship), and — in-
evitably— compensation.
It is this latter which provides
most of the affiliates with their sharp-
est sounding board.
"While most affiliates are grateful
to receive actual compensation," says
Grant (NBC is the only network cur-
rently compensating in dollars),
"they're not exactly happy. Compen-
sations are nominal. We feel, for the
most part, that the network has un-
derpriced network radio, with the re-
sult that it hasn't been able to pay
stations what their time is worth."
Grant views the compensation
problem in its historic perspective,
inseparable from programing evolu-
tion.
"During radio's transitional peri-
od," he points out, "the networks
were getting little clearance, the sta-
tions were doubtful of network radio
in general, and the relationship be-
tween us was bad. There was, so to
speak, no common ground. Little by
little, however, we became reconciled
to a 'new relationship' — one in which
the station serves as a news and pub-
lic events agency in exchange for
nominal compensation, as opposed to
the historic compensation enjoyed
before television took over as the
primary entertainment medium."
A tremendous friction preceded
this new relationship. Grant con-
tinues. "Certainly the old method of
compensation was unsuited to the
new concept of radio programing
that followed television. Thus, in
cooperation with our committee, the
network completely revised it. Now
it is based on commercial minute
clearance."
The present method of computing
CBS RADIO Affiliate Assn. chairman, Elton
K. "Joe" Hartenbower, is vice president and
general manager of KCMO, Kansas City, Mo.
NBC RADIO Affiliates are led by commit-
tee chairman William Grant, president and
general manager of KOA, Denver, Colo.
MUTUAL Affiliates Advisory Committee
is headed by Victor C. Diehm, president and
general manager, WAZL, Haileton, Pa.
SPONSOR
25 june 1962
39
compensation, as well as the present
form of affiliation contract, is cred-
ited to David Baltimore, general
manage] of \\ BRE. Wilkes-Banc
Pa., who devised the "curve." These
negotiations with the network took
place under the committee chairman-
ship of George W. Harvey, general
manager of WFLA, Tampa. Fla.
" "The method of computing is hoth
realistic and reliable."" Grant says.
"Il"> network underpricing we con-
tinue to hit at."
In matters of da\ -to-day program-
ing, Grant feels strongly that affili-
ates must, in the long run. depend
upon the network for the creative.
"Our committee," he says, '"like
all committees, is not creative. That
is not its function. In cases where
the committee is highly critical, let
us say, of a network personalitv
(performing), the network immedi-
ately takes a sharp look into the
situation. But when it comes to the
mainspring of our relationship —
news, news-in-depth — we rely on the
networks resources."
Like the CBS chairman, Grant is
confident of the network affiliate's
position in the local radio swim.
"Radio networks went through a
trying readjustment period because
of television," he points out, "and
they did so in the era when format
stations were riding high, when the
demoralization of affiliates was
wholesale. But they're doing a first
class job today; in news they have
no peers. Past is past. It seems
strange now to look back on the days
when the Pat Weaver concept of
Sews on the Hour shocked us all into
controversy. Today, the level of ac-
ceptance is not only high, it under-
scores a changed relationship that
has successfully survived, and made
the network affiliate relationship a
valuable one for the 1960s."
The NBC Radio Affiliates l the offi-
cial name of the association i counts
about 160 member stations (as with
CBS, no o&o's are allowed), its ne-
gotiating committee comprised of
eight officers, in addition to the
chairman. Current vice chairman is
John Tansey, general manager of
WRVA. Richmond, Va. Secretary is
Lyell Bremser, general manager of
KFAB, Omaha, Neb. Election of
officials is not based on districts, al-
though attempt is made to achieve
both geographic and size mix in
The three radio affiliates associations— and how they differ
NAME CBS Radio Affiliates Assn.
NBC Radio Affiliates
Mutual Affiliates Advisory Committee
MEMBERS 184
160
475-500
RUN BY board of directors
committee
board of directors
CHAIRMAN Elton K. "Joe" Hartenbower, KCMO,
Kansas City, Mo.
William Grant, KOA, Denver
Victor C. Diehm, WAZL, Hazleton, ?9
OTHER Larry Haeg, WCCO, Minneapolis, vice-
OFFICERS chmn.; Joe L. Smith, Jr., WJLS, Beck-
ley, W. Va., sec'y.-treas.; Robert Mc-
Connell, WISH, Indianapolis, dir. at
large; Wendell Adams, KINS, Eureka,
Calif., dir. at large
John Tansey, WRVA, Richmond, Va.,
vice-chmn.; Lyell Bremser, KFAB, Oma-
ha, sec'y.
Carter C. Peterson, WBYG, Savannah,
Ga., vice-chmn.; Edward Breen, KVFD,
Fort Dodge, Iowa, sec'y-; Willard Dea-
son, KVET, Austin. Tex., immed. past
chmn.
OTHER Joseph K. Close, WKNE, Keene, N. H.;
BOARD Michael R. Hanna, WHCU, Ithaca, N. Y.;
MEMBERS J F. Jarman, Jr., WDNC, Durham, N. C;
F. C. Sowell, WLAC, Nashville; S. Ernest
Lackey, Jr., WHOP, Hopkinsville, Ky.;
A. R. Hebenstreit, KGGM, Albuquerque,
N. M.; W. Whillock, KBOI, Boise, Idaho
Thomas Carr, WBAL, Baltimore; Robert
Rich, WDSM, Duluth, Minn.; Thomas
Barnes, WDAY, Fargo, N. Dak.; Lester
Biederman, WTCM, Traverse City, Mich.;-
Gustav Brandborg, KV00, Tulsa; Stan-
ley Torgeison, WMC, Memphis
Sam Anderson, KFFA, Helena, Ark.;
Michael Layman, WSFC, Somerset, Ky.;
Richman Lewin. KTRE, Lufkin, Tex.;
Wayne Phelps, KALG, Alamogordo, N. M.;
Durwood Tucker, WRR, Dallas; Sher-
wood Gordon, KSD0, San Diego; Frank
Carman. KLUB, Salt Lake City; Robert
Miller, WAIT, Chicago; E. Z. Jones,
WBBB, Burlington, N. C; Henry Rau,
W0L, Washington: Keith Munger, KC0K,
Tulare, Calif.; George A. Mayoral,
WJMR, New Orleans: Ralph McElroy,
KWWL, Waterloo, la.
TERM dir. at large, one year; district dir.,
three years
two years, staggered terms
two years; currently 'frozen,' in sixth
year
DUES 50% of stn. network hour rate, plus
5%
$25 per year
none; subsidized by network
-illation.
40
SPONSOR
25 JUNE 1962
nominations. All officers serve for
two years, with staggered terms. An-
nual dues are $25. In addition to
the annual fall meetings, the commit-
tee meets on call of any member sta-
tion, as well as the network.
Mutual Affiliates
Advisory Committee
Unlike the CBS and NBC organi-
zations, the Mutual Affiliates Advis-
ory Committee (MAC) is not inde-
pendent of the network and — since
no dues are involved — all near-500
Mutual stations are automatically
members. But the committee's influ-
ence on network decisions, says MAC
chairman Victor C. Diehm, president
and general manager of WAZL,
Hazleton, Pa., is indisputable.
"When the affiliates feel a certain
programing move is wrong," Diehm
elaborates, "they inform the commit-
tee and I in turn inform the network.
And the idea is usually dropped."
In this regard, Diehm cites the
network's proposal to buy the Eddie
Cantor Shoiv a few seasons back, a
move generally opposed by affiliates.
"When this collective feeling was
transmitted to the network," he says,
"negotiation for the show was
promptly dismissed."
What are some of the more recent
programing moves initiated by the
committee? Diehm throws out a
bagful. Insistence on stronger news
voices, for one. Top sportscasts, for
another. Result: the hiring of Tony
Marvin and Del Sharburt to strength-
en the lineup of the former, the serv-
ices of Van Patrick and Leo Duro-
cher to bolster the latter.
At one committee meeting, affili-
ates asked for "drop-ins" (e.g.,
miniature segments with personali-
ties such as Elsa Maxwell). At an-
other, they requested one-minute
Spanish lessons. Both program plans
were accepted by Mutual.
When Minnesota Mining bought
the network (after one of the most
hectic series of ownership changes in
broadcast history), the committee
asked for taped editorials, to be used
optionally, mainly for those stations
unable to afford editorial writers.
From this came the "A" and "B"
editorials, usually done by Robert
(Please turn to page 49)
DKillbH Motors president Kjell Qvale congratulates KPIX's Diclt Stewart (seated) on his
job of selling sports cars through spots on Dance Party. Teen guests admire the MG Midget
TEEN-SHOW SPOTS PROVE
HIT IN SPORT CAR SELL
\+ onvincing teenagers to buy
stream-lined new sports cars instead
of dented jalopies with noisy mufflers
I proved little more than an advertising
I problem for British Motor Car Dis-
tributors Ltd., San Francisco. After
only one month of tv spots on The
KPIX Dance Party sales increased
: 20%.
At first glance, the distributors ad-
mitted that catering to usually pover-
ty-stricken students to buy expensive
cars seemed unrealistic. According to
British Motors president Kjell Qvale,
a high percentage of teenagers pur-
chase used cars in the $850 to $1,500
bracket. Considering these figures,
the $2,000 MG Midget would be a
risky teenage sell.
BMC was motivated to try spot tv
by King Harrington Advertising
Agency, which pointed out 1) teen-
I agers in general have a great influ-
ence on the type of cars their families
buy, 2) 45% of Dance Party's audi-
ence is adult, 3) the program is de-
signed for the family, and 4) teen-
I agers might be persuaded to buy a
I new and better car for a slightly high-
1 er price.
Interested, the distributors bought
[ three one-minute spots per week on
the six-day-a-week dance show in Mav
for a total of $1,500. Satisfied with
the results, they have renewed the
buy for June. July, and August, doub-
ling the time to six spots per week.
The estimated three-month cost is
•SJ.600.
During the month of May spots
were run on Friday and Saturday, as
these days are peak sales days for the
new car dealer.
Total production cost for each spot
was $59. Dick Stewart, program host,
delivers 40 seconds of live commer-
cial with an MG Midget in the studio.
For the 20-second filmed segment
Stewart is seen driving the car up
and down the San Francisco hills. In
some of the film segments Stewart is
alone in the car. in others he and his
wife are together, while in others he
is with his three daughters.
Dance Party, on the air from 4
to 4:45 p.m. week-days and 3 to 4
p.m. Saturday, is the top-rated show
during that time slot. With both
adults and teenagers as viewers, the
agency and client feel they have a
good combination. Teens are accom-
panied by adults during purchase
about 90' ( of the time, according to
{Please turn to page 49)
SPONSOR
25 june 1962
41
TEAMWORK in research, planning, and executing ad plans between Robert Curtis (I) DCS&S v. p. and account supervisor on the Cutex
account, and R. Grove Ely, Jr., (r) ad manager, Cutex division of Chesebrough-Ponds, helped create successful 'Eyes by Cutex' promotion
Eye on tv pays off for newcomer
^ First-time try in television for new line of Cutex
popular-priced eye make-up proves potent sales vehicle
^ Advertising plans include major expansion in tv to
push eye make-up and new product to he introduced
\^osmetic-makers whose eye make-
up ads have kept harassed hut glam-
our-seeking females in a state of tur-
moil while deciding whether to follow
the "natural" route to beauty or make
it by way of the "Cleopatra look." are
getting a hit of competition from a
newcomer in this branch of the
beauty-aid business.
The newcomer is Cutex, already a
household name in the moderate-
priced lipstick and fingernail prod-
ucts line. Early this spring, a year
after it was bought by Chesebrough-
Pond. Cutex broke out a complete
line of eye make-up products. Like its
other Cutex products, manufactured
formerly by the Northam Warren
Corp., the "Eyes by Cutex" line is
also moderately priced, comparable
to Maybelline, the leader in that price
class. And like Maybelline, Cutex is
counting on television's visual power
to woo its way a fair share of the
skv-rocketing eye make-up business.
While no one at Chesebrough-
Pond's cosmetics division or its
agency. Doherty. Clifford, Steers &
Shenfield, will reveal how much hard
cash is being spent to promote the
new eve make-up line, sponsor was
told that 609? of the current ad
budget went to full-color ads in wom-
en's service and fashion magazines
and the remaining 40' < to spot tv.
"Eyes by Cutex" as the eye make-
up promotion is labeled, made its
television debut early in April of
this year in the nation's top 25 mar-
kets at the rate of three spots per
week. All minutes, the taped commer-
cials were slotted during prime eve-
42
M'onsoi;
25 .iune 1962
ning hours. Stations were selected
strictly on the basis of top rating
points in each market.
Although it is somewhat premature
to evaluate the impact the introduc-
tory promotion is making on Cutex
cash registers, Northam Warren, Jr.,
v.p. in charge of Chesebrough-Pond's
cosmetic division, reports "the eye
make-up line is moving faster than
any new product we have introduced."
He says "sales for the first three
months will match our estimated
volume for the first nine months of
the introduction." Warren adds "be-
cause of the unprecedented demand,
we are now beginning to achieve our
goal of full national distribution."
Equally enthusiastic is R. Grove
Ely, Jr., advertising manager on Cu-
tex products who states, simply
enough, " 'Eyes by Cutex' has found
excellent acceptance."
While neither one of these state-
ments can be translated into sales
figures, the television campaign ap-
parently is paying off, since all of the
principals SPONSOR talked with dis-
close that plans are definitely in the
offing for an expanded promotion.
Television will be the recipient of ad-
ditional sales plums.
Says Ely, "we intend to expand on
tv heavily this fall and much more
next year."
It is assumed that the proposed ad
expenditure increase will include the
promotion of several new and related
eye make-up products currently under-
going production tests at Cutex as
well as concentrated emphasis on the
products already on the market.
Whether Cutex will eventually shell
out a chunk of ad money to spot tv
to compare with Maybelline's 1961
expenditure of $1,866,060 (estimated
TvB/Rorabaugh figures), remains to
be seen. However, since Maybelline,
according to trade figures, now en-
joys 569r of the moderate-priced eye
make-up business, it is possible that
Cutex will match, or perhaps out-
rank, Maybelline's ad budget.
Cutex' decision to throw its hat
into the eye make-up ring, came on
the heels of a thorough-going look at
this segment of the cosmetics indus-
try by its astute executives. A survey
made by its agency — DCS&S — last
fall, disclosed that the eye make-up
field, while a mere toddler in the cos-
( Please turn to page 50)
COMMERCIAL tack pursued by Cutex In promoting new eye malte-up Included endorse-
ment by fashion authority, Oleg Cesslni, shown in tv commercial sequence with model
SPONSOR
25 june 1962
43
Capsule case histories of successful
local and regional television campaigns
TV RESULTS
FURNITURE
SPONSOR: Bank Furniture Warehouse AGENCY: Direct
Capsule case history: The Bank Furniture Warehouse is a
51-week advertiser on K\TV. Sacramento. They run forty
60-second announcements per week, with a concentration of
spots in fringe time, morning and after 11:20 p.m. I late
movie I at night, hut with occasional spots in prime time.
Banks owner. David F. Jones, commenting on the business
har\estt'd by the KXTV spots says, "Since starting our tv
campaign eight months ago, I have doubled my inventory.
\\ e have grossed more than one-half million dollars, and
attribute 95% of our traffic to tv, and now use no other
media. We now regularly draw 35% of our customers
from more than 25 miles away, and some have come from
200 miles away and have mentioned our spots on KXTV."
All production elements for the Bank announcements are
developed by the station and the sponsor. Jones believes
that he would have to spend four times as much in other
media for results which would be comparable.
KXTV, Sacramento, California Announcements
HOMES
SPONSOR: Bill Well Homes AGENCY: Leonard Agency
Irvington, N. J.
Capsule case history: One of America's largest shell home
builders, Bilt Well Homes, located in northeastern Penn-
sylvania, scheduled three one-minute spot announcements
per week for a six-week run on WDAU-TV, Scranton. The
spots are aired in the late evening hours and on weekend
sports shows. Michael G. Michaels of Bilt Well reports that,
prompted by the announcements, approximately 40 replies
were received from WDAU-TV viewers inquiring about Bilt
Well's shell homes. So far, three sales have been closed,
and many more are pending. So, for an expenditure of less
than $600, the sponsor has grossed from $25,000 to $30,000
in sales up to the present time, with future sale in the works.
In view of the response the spots produced, Bilt Well is re-
newing the schedule for an additional six-week run using
the same times of day on the station. "In selling a high-
priced commodity," Michaels said, "WDAU-TV reached the
customers interested and able to make a purchase."
WDAU-TV, Scranton, Pennsylvania Announcements
DAIRY PRODUCTS
SPONSOR: Isaly's Dairy Specialists AGENCY: Jay Reich
Capsule case history: Isaly's Dairy Specialists operate 87
outlets in the Pittsburgh area and are known as the lead-
in ice cream stores. Because of their sales volume, Isaly's
has seen no reason for advertising on tv on the past. Bill
Isaly. dynamic vice president of the Dairy company, claims
that his first run of spots on WIIC was due to the good
salesmanship of WIIC's Bill Bhodes, and nothing else.
After advertising on Alice Weston's show, Luncheon at One,
Isaly is "glad he got sold." For three months Isaly's bought
two 10-second spots every Thursday and Friday to an-
nounce week-end specials. "Weekend sales were definitely
better after television," says Isaily. An example proving it
was the promotion of 79^ Klondike packages on special
sale for 65^, which sold over a quarter million Klondikes
during the weekend. Bill Isaly also feels that Alice's per-
sonal popularity in the area has given Isaly's an added plus
in merchandising and product promotion in all his branches.
WIIC, Pittsburgh Announcements
FURNITURE
SPONSOR: E. Wanamaker & Son
AGENCY: Direct
Capsule case history: The Wanamaker Sketchbook on
Channel 2, WKTV, Utica-Rome, every Tuesday from 6:15
p.m. -6:25 p.m., features Bob Wanamaker as host. Mr. Wana-
maker is also owner of the E. Wanamaker & Son furniture
store, sponsor of the program. Wanamaker, who discusses
trends and construction of household furniture each week,
told his viewers that he wanted to know what type of furni-
ture to buy at the furniture show. He asked them each to
write their name and address and the answers to the follow-
ing four questions on a post card and send it to him: 1.
What style bedroom furniture do you prefer? 2. What price
range bedroom furniture do you desire? 3. What style mat-
tress do you favor? 4. How long should a mattress last?
This request was made on only one telecast, with a brief
explanation on the preceding Tuesday show. Results:
WKTV delivered more than 3000 answers to the four ques-
tions Wanamaker asked only once.
WKTV, t ticu-Rome, New York Program
44
SPONSOR
25 june 1962
Media people:
what they are doing
and saying
TlfVIE BUYER'S
CORNER
Joseph Kelley and Michael Keenan, who were previously as-
sistant media directors, have heen appointed associate media
directors at Lennen & Newell. Kelley began at L&N in print in
1958, Keenan joined the agency in 1961 from Foote, Cone &
Belding's media department. ... In Chicago, Ed Fleig joined
Earle Ludgin & Co. as a media analyst, leaving MacFarland
Aveyard & Co. . . . John O'Connell has been named media
director of Young & Rubicam in Los Angeles.
DISCUSSING the New York market, Jeanette LaBrecht, v. p. and media director of
Grant Adv., N.Y., and CBS Radio Spot Sales' Bob Hosking lunch at Mike Manuche's
Things you should know about Kastor Hilton Chesley Clifford &
Atherton: Its media department is headed by Jack B. Peters, v. p. and
media director, who has held that position since the agency was formed
eight years ago. Set up as a separate department, but working closely
with media is the research department, headed by Dr. Harry Daniels.
The air media side of the media department, which accounts
for 48% of the agency's billing, consists of timebuyers, assistant
timebuyers, and estimators. Rosanne Gordon Leighton is the
timebuyer longest with the agency and her accounts include
Grand Union, Triple-S Blue Stamps, Wilson Mfg. Co., Bynart-
Tintiar, and Vic Tanny.
Dorothy Glasser, another veteran buyer, joined the agency three years
ago from Herschel Deutsch. She is recognized as an authority on Negro
{Please turn to page 46)
W2M<§
Check Pulse and Hooper . . . check
ihe results. You don'l have Ip 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!
robert e. eastmart & co., inc.
NATIONAI REfBESENlATIVE
DAYTON... Ohio's
3rd Largest Market
SPONSOR
25 june 1962
45
Back before the turn of the century
in Dayton, Ohio, there was talk around
the livery stable about a new invention
called the horseless carriage. But
there was talk about something twice as
fantastic around the Wright Brothers'
bicycle shop. The rumor was that Wilbur
and Orville Wright were tinkering with
more than just bicycles. They were
working on an idea for a flying machine!
And that was how a bicycle sprouted
wings! Which made Dayton famous as
the cradle of aviation and one of the
most important cities in America.
Here's a diversified, progressive
industrial center combined with a wealthy
agricultural region . . . a 13-county
trading area of over one million people
with $1500 above U.S. average yearly
income per person . . . and a total of
one-and-a-half billion dollars of annual
spendable income! This is Dayton. This
is your opportunity. Call your WLW-D
Representative. You'll be glad you did!
NBC/ABC
WLW-D
tel
dayton
evision
the other dynamic WLW Stations
WLW-A WLW- 1 WLW-C WLW-T WLW
Television Television Television Television Radio
Atlanta Indianapolis Columbus Cincinnati
Crosley Broadcasting Corporation
TIMEBUYER'S
CORNER
(Continued Irani page 45)
advertising and buys for products specifically directed toward this mar-
ket as well as others. Some of her accounts are Smith Bros., Super Coola,
and the Italian Line.
Last year, the media department added to its timebuying
staff Stan Hammer, who brought to the agency extensive ex-
perience for buying drug products. He's in charge of buying
for such accounts as Hoffman-LaRoche and Colfax Laboratories,
a division of Shulton.
NAME-ALIKES in the business: Visiting A. C. Nielsen in New York last week, Ed Pap-
azian (I), who is radio-tv media director of Gray & Rogers, Philadelphia, met with
the other Ed Papazian, who is an associate media director with BBDO, N. Y.
Ronald Grimm, an assistant buyer, supervises all estimating. The other
assistant buyers are Joe Dornfest, Susan Weiss, and Jane Smathers.
Handling the department's paper work are Helen Strauss. Nat Rothstein,
Milt Zeisler, and Gretchen Koffman.
Asked about th<* scope of the timebuyers* functions at the
agency, media director Jack Peters commented, "The buyers
are usually brought in on a campaign during the planning
stages. They become thoroughly familiar with the strategy in-
volved and advise on the use of test markets, which, we've
found, to be an important gauge of a product's future success."
Because of their knowledge about an account, Peters said, the buyers
are able to give reps the over-all picture of a campaign and secure from
the best possible availabilities "It also encouraac reps," Peters said "to
present many unusual, creative ideas for campaigns." ^
46
SPONSOR
25 june 1962
COKE-PEPSI BATTLE
(Continued from page 30)
that will follow the prospect into the
home, the car, the beach or any-
where— and when it catches the con-
sumer it sells."
Radio generally, local as well as
network, has long demonstrated its
effectiveness in selling soft drinks,
George A. Graham Jr., v.p. and gen-
eral manager of NBC Radio Network,
told sponsor. He said that the soft
drink message gets through bril-
liantly via America's 183 million ra-
dio sets by following the customer
wherever he goes, in or out of the
home. Graham cited two case his-
tories. Pepsi is running its fifth con-
secutive year of heavy frequency,
saturation on the network. Geared to
heavy summer - time consumption,
Pepsi is running a seven-day-a-week
schedule of 54 commercials weekly.
Majority are 15-word reminder spots
broadcast at the rate of nearly one
every quarter hour in Monitor in
weekends. Dr. Pepper is currently
running its first campaign on NBC
Radio, consisting of weekday and
weekend spots. In another develop-
ment having to do with the nation's
bottlers, the Radio Advertising Bu-
reau recently issued a special presen-
tation called Radio: Tops for Soda
Pops. It was designed to help sta-
tions sell summer availabilities to
bottlers and deals with teen-agers
and housewives. According to
RAB. housewives do most of the
soft-drink buying. "You can romance
'em with radio." the RAB is telling
bottlers. "Women listen in the
kitchen while preparing shopping
lists, in their cars on their way to the
marketplace."
RAB also has issued success sto-
ries of bottlers in Norfolk, Va., Ba-
ton Rouge. Phoenix. Omaha, Topeka
and other cities, many of whom blan-
ket their territory with saturation
spot campaigns. Also, the RAB has
produced an effective booklet called
"101 Sales Ideas for Bottlers,"
wherein the bottler is given numer-
ous ideas for promotions, contests,
special events — undertakings that run
the gamut from bottle-cap auctions
and taste-testing contests to keeping
city streets clean.
Soft drink bottlers in America are
currently facing a number of issues,
among them the question of deposit
bottle versus non-deposit bottle and
how best to promote soft drinks in
cans. Bottles, of coures, are pushed
with considerable vigor by bottle
makers. Manufacturers of cans have
a dozen ready arguments why their
product is infinitely superior. The
can-bottle battle is being constantly
brought to the fore, via the broad-
cast media, by such companies as
Armstrong for bottles and American
Can and US Steel for cans. The bot-
tling industry, for example, was re-
cently showered with a display of
trade paper advertising calling at-
tention to the fact Armstrong was
supporting bottles in its commercials
on Armstrong Circle Theatre. The
bottler's future. Armstrong insisted,
was in the glass package. "Each
year for six years, we've promoted
soft drinks nationally on television,"
Armstrong declared. "This summer
because of the urgency of promoting
bottles for soft drinks, we're featur-
ing this message on four Armstrong
Circle Theatre telecasts, each of
which will be seen by an actual view-
ing audience of 15 million people."
Highspots of the commericals are
that bottles protect flavor, hold car-
bonation. offer clean surface to drink
from and provide real economy.
Soft drinks in cans represent a
small amount of sales compared with
bottles, but is growing steadilv. The
canning industry, however, is deter-
mined to make greater inroads in
this lush soft drink field and hopes
ultimately to bring it closer to total
sales in the canned beer field. Soft
drink bottlers, however, insist that
conditions in the soft drink and beer
industry are far from the same.
The deposit bottle, for economic
reasons, will no doubt be the largest
seller for a long time to come, ac-
cording to observers in the soft drink
business. Said the editors of Bot-
tling Industry, one of the leading
publications in the field : ". . . we are
convinced that the individual bottler
would be doing a lot more good for
himself if he 'got off' this new pack-
aging kick and concentrated on 'get-
ting down to the basics' of his busi-
ness. Such as rounding out his dis-
tribution pictures . . . extending his
advertising and merchandising ac-
tivities . . . developing and Dromot-
ing new market concepts (like soft
drinks with meals) ... as we see it,
the returnable bottle has not reached
the peak of consumer appeal."
Last year, Coca-Cola tested a 16-
ounce non-returnable, no deposit bot-
tle and according to company offi-
cials, "ample data is rapidly accumu-
lating for the expansion of this pack-
age when and if it appears desira-
ble." Both Coca-Cola and Pepsi-Cola
also have reached out with new fla-
vors and new product names and are
reportedly doing well. Last year was
the first full year of operation for
Fanta Beverage, organized as a di-
vision of Coke. Later came Sprite.
The level of sales by Fanta and
Sprite "in their first 18 months is al-
ready equal to that attained by Coca-
Cola after its first 20 years." Coke
also merged with Minute Maid
Corp., maker of frozen orange juice
and instant coffee.
Pepsi reports fine sales of Teem as
well as Patio. Under the Patio label
is sold orange, grape, root beer, gin-
ger ale, club soda, strawberry and
strawberry cream flavors. Pepsi notes
that although volume compared with
Pepsi-Cola is small, sales more than
doubled those of the preceding year.
For the youth of America, both
Coke and Pepsi have been engaged
in an almost frenzied procession of
goodwill endeavors, many of which
according to observers have lasting
educational validity. Activities of
Coke in behalf of the youth field
have been going on virtually since
the day the business was incor-
porated in 1892 when Coke's first
advertising budget consisted of a
mere $11,407.78 for the year.
Currentlv. Coke's pre-teen activi-
ties include youth plant tours, ele-
mentary science lab aids, shade tree
merchants, and community store. For
teen-agers Coke sets up bowling
leagues, hi-fi clubs, America's Junior
Miss Contests, and other activities.
The general feeling in the bottling
industry is that the marketing war
between Coke and Pepsi will con-
tinue like the Hundred Years War
between France and England. In
this instance, however, it is a war
extending from the knishe and pop-
corn peninsula of Coney Island to
the thirsty Sheikdom of Qatar on the
Persian Gulf. Television and radio,
it is a foregone conclusion, will stand
to gain immeasurably from the con-
stant skirmishing between the two
fiercely competitive cola-drink bot-
tling giants. ^
SPONSOR
25 june 1962
47
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Sponsor backstage (Continued from page 13)
lure are in syndication at the present time, with distribution on the
West Coast by Burrud's own Wiljon Corporation and in the rest of
the country by Teledynamics, Inc.
Bill s reasoning for his success in a field strewn liberally with
casualties is simple — "We took our time and let the company set its
own pace." he said. "Instead of jumping in and going over our
heads in production at the outset, we decided on a slow pace with
plenty of time to look around and keep a check on where we were
headed."
One aspect of Burrud's operation is astonishing. It has never
been financed by a bank or by any outside money. "Early in our
existence," Bill explained, "Gene McCabe, my business manager and
vice-president of the company, and I faced a decision: either we
tried to become a major producer overnight with bank financing or
we remained independently small and plowed our money back into
the business and allowed it to stimulate its own growth and set its
own pace. We chose the latter course and I feel satisfied we made
the right decision."
Switching from the aspect of financing, Bill touched on another
point which he deems equally important. That is product itself.
"We feel that television offers too little in the way of special pro-
graming which has strong audience appeal. So we decided to
tailor our product in that direction to give viewers something they
weren't getting.
'Traventure'' shows
"That's how we came up with what we call Traventure' shows.
These are not travel shows in the sense that we take a guided tour of
far-away places and then sail off into the sunset. They are put to-
gether to whet the viewers curiosity, to pique their appetite and
then to satisfy their desire for glimpses of places they might like
to visit or, in some cases, have already been and are delighted to see
again because of the fond memories the second sight brings back.
Our shows have a wide appeal to audiences of all ages — the young
because of the thrill of adventure and frequent dangers involved,
and the older, mature viewers because of an expectancy to perhaps
vacation in some of the places we visit. You know."" Burrud con-
tinued, "with the travel boom in this country, folks are always look-
ing for interesting spots to visit and they frequently see them on
our shows."
Right now, Burrud is about to begin filming of a two-hour special
which he calls "Pacific Revisited." This will be a 25,000 mile trek
starting at Pearl Harbor and following the island-hopping trail made
by our Armed Forces in the bloody campaigns in the South Pacific
fighting in World War II. Bill will film this in cooperation with
the U. S. Department of Defense and plans it for network airing.
Outside of that, Bill said he had only one other definite plan for
the summer months. "That's my vacation," he says. "I'm going
to take two weeks off and really have a ball. I'm aoing to stay
home . . . and sit." ^
4S
M-oNSOK
25 .iune 1962
EQUAL TIME
(Continued from page 38 I
without any pretense of being objec-
tive or impartial. In deciding that a
"broadcaster cannot be an advocate,"
the FCC renewed the station's license
only after the station showed intent to
editorialize no longer. The FCC re-
versed the decision in 1949.
For a more complete understanding
of Section 315 and editorializing, a
broadcaster might read the NAB's
Political Broadcast Catechism (4th
edition) and the text of the FCC's 2
June 1949 report on Editorializing by
Broadcast Licensees as a start.
On 10 July, the Senate Communi-
cations Subcommittee chaired by Sen.
John 0. Pastore (D., R. I.), is sched-
uled to begin hearings in Washington
on four bills to amend or repeal the
equal-time section of the Communi-
cations Act. Broadcasters are invited
to testify.
Under discussion will be the above-
mentioned Javits' bill, Sen. Warren
G. Magnuson's (D., Wash.) bill and
two bills by Pastore. Pastore's first
bill would extend suspension of con-
gressional and gubernatorial candi-
dates as well as presidential and vice
presidential candidates as in Magnu-
son's. His second would repeal 315. ^
AFFILIATE GROUPS
(Continued from page 41)
Hurleigh, Mutual's president, one be-
ing of a controversial nature, the
other "for God and Mother."
Another recent network service
engineered by the committee is the
"Washington interview." Through
this plan, an affiliate can request
Steve McCormick, Mutual's vice
president in charge of news, to send
a newsman to interview a Washing-
ton official on an issue of more than
routine importance to that station's
area. Handled by closed circuit, the
plan requires no payment by stations
for talent or program; only out-of-
pocket expenses, such as taxis, meals,
etc. Diehm notes the particular ad-
vantage of this system for stations in
predominantly agricultural belts,
when an interview, say, with Secre-
tary of Agriculture Orville Freeman
can be a major local event.
As to the network's programing
philosophy in general, Diehm credits
the affiliates committee with healthy
influence on the current news-and-
sports format. It has been mutually
agreed that stations should do their
own music programing, since music
tastes differ so sharply by section.
The network offers some half-hour
music stretches, which are optional,
and no "compensation" is involved.
In the matter of compensation.
Mutual's position as strictly a "swap"
network is maintained by affiliates'
collective approval. This equality ar-
rangement allows stations to sell
news on the hour, for which stations
give the network news on the half-
hour. In addition, such sports
events as the Army-Navy game are
apportioned equally, one-half for net-
work sale, one-half for local. As
with CBS, no money is exchanged.
Network programs such as Capital
Assignment can be sold locally with
no charge or talent fee, in return for
which stations carry The World To-
day, sold by the network, without re-
compense. Both are 25-minute shows.
MAC has been the deciding factor
in this arrangement. When it was
originally proposed as the "Cape
Cod plan" by MAC officers, the ma-
jority of affiliates voted it down. It
was finally accepted by them in
1957, at which time the network put
it into effect.
Organization - wise, although the
network retains control of the com-
mittee, election is by affiliates them-
selves. Dividing the country into
eight districts, the committee is pre-
sided over by 17 officers. This un-
usually large representation is due to
Mutual's having so many small mar-
ket stations, equalization being at-
tained by selection of both a metro-
politan and a non-metropolitan mem-
ber from each district.
Originally elected for two years,
the current officers were "frozen"
during the network's constant change
of ownership. There has been no
election for the last six years, al-
though replacements have occurred.
Top echelon of the committee, in ad-
dition to Diehm, are: Carter C. Pe-
terson, general manager of WBYG,
Savannah, Ga., vice-chairman; Ed-
ward Breen, general manager of
KVFD, Fort Dodge, la., secretary;
and Millard Deason. general mana-
ger of KVET, Austin, Tex., immedi-
ate past chairman.
MAC was formed in 1949 by Tom
O'Neil. head of General Teleradio,
then owners of the network. Com-
mittee members are still reimbursed
by the network for expenses incurred
at the annual meeting.
Asked about the future of network
operations in the local arena, Diehm
sees strong management as the key.
"The trend," he says, "is that net-
work stations are now moving
ahead. Global and on-the-spot na-
tional coverage are services an inde-
pendent station can't give. The over-
all success or failure of the station,
however, depends upon what hap-
pens between newscasts. If local
management is right, the station is
right. Providing the type music and
programing best suited to a particu-
lar area is of paramount importance.
I'm confident, however, that a radio
network operation today can outdis-
tance the independents if it makes
judicious use of network material —
and its own ingenuity. Agencies are
beginning to notice this, too. Mutual,
for example, was in the black the
first quarter of the year — for the
first time in five years — and it's
heading toward black in the second."
The ABC void
Some years back, ABC had an ad-
visory board similar to Mutual's, to
which officers were named by Price-
Waterhouse ballots sent to all net-
work affiliates in eight geographic
districts. Today there is no such
animal. The organization folded for
lack of what one observer calls "in-
dependent thinking." ABC would
bring affiliates to New York annual-
ly, and — "in appreciation they always
voted for the network."
ABC officials, however, would
"welcome a real affiliates associa-
tion," similar to ABC TV's, whose
formation in 1957 created a power-
ful force in the television network's
operation. Thus far, however, the ra-
dio network affiliates have not taken
the initiative toward such an or-
ganization, and the network itself —
"wanting no affiliates group having
the slightest tint again of- network
dominance" - will not initiate ac-
tion. ^
TEEN-SHOW SPOTS
(Continued from page 41)
Qvale. Those families buying the
sports car are usually in the middle
or upper-middle income areas.
Aiming toward graduating high
school seniors and college students,
the commercials expound on the
theme that "Everyone needs a car at
school, why not a good sports car?"
SPONSOR
25 JUNE 1962
19
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"GRETEL
ft
Australia's $650,000. challenger to the
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off Newport, R.I. in September.
Here is the event all sportsmen are await-
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COST of HOUR FILM $20,000
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CHARLES MICHELSON, INC.
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50
\\ ith San Francisco a university hub,
including such large institutions as
the University of California. Stan-
ford, the University of San Francisco,
and at least a dozen other smaller col-
leges within a 50-mile radius, the
school appeal is appropriate. Also,
Qvale pointed out. many students live
in one county and go to school in an-
other, often making automobile the
most expedient mode of transporta-
tion.
As president of BMC, Qvale had
this to say about the campaign:
"Since purchasing time on Dance
Party, BMC is finding sales results
most gratifying, and we are con-
vinced that this type of tv program
offers a great new audience for car
sales." ^
CUTEX
{Continued from page 43)
metics sphere, is actually the fastest-
growing wing of that industry.
The statistical look revealed that
since 1954, sales are estimated to have
increased over 600^r — much greater
than the cosmetic industry as a whole.
The present market is estimated to
shape up at about $35 million, with a
projectionable volume of $75 million
by 1965.
Drug Topics, via its annual survey,
pin-points the fantastic demand of
these three eve make-up products —
mascara, eyebrow pencil and eye-
shadow— to a sales figure which grew
from $6 million in 1952 to $18 mil-
lion in 1960.
It's apparent that once the unsav-
ory stigma formerly attached to the
use of eye adornment had been re-
moved, females engaged in the pur-
suit of beauty, proved apt students in
the art of eye make-up application.
"But there's still a lot of educating
to be done along those lines." com-
ments Cutex ad manager Ely. And
educating the public in the myriad
ways possible for a woman to change
her beauty facade, is the main tack
taken by the company in its "Eyes by
Cutex" promotion.
While other cosmetic houses have
utilized commercial time and/or
space in a variety of ways (e.g. ex-
plaining proper application of the
beauty aid: extolling the virtues of
the "natural" look: pushing the
"round" eye; or hinting at the possi-
bilities lurking behind the "Cleopatra
look") the Cutex theme is teaching
that through the application of eye
color, a woman can switch her per-
sonality to suit her mood or frock,
or whatever. Or, as Cutex puts it:
"Nature gave you two eyes, now Cu-
tex gives you dozens!"
To lend a substantial shade of ele-
gance to the presentation. Cutex has
engaged the services of t lie well-
known fashion designer. Oleg Cassini.
Cassini appears in all the commercials
with a popular fashion model who,
exquisitelv gowned, is shown apply-
ing eyeshadow while Cassini stands
by with sketch pad in hand.
The commercial conversation be-
tween Cassini and model follows the
introduction by the announcer who
says: "Nature gave you two eyes, but
now. Cutex gives you dozens of lovely
new ways to dramatize your eyes . . .
with new 'Eyes by Cutex.'
The announcer goes on to say that
the make-up was "created by Oleg
Cassini . . . fashion advisor to Amer-
ica's most glamorous women." Cas-
sini then takes over by commenting
to model Bobin Butler: "You look
beautiful . . . and beautiful eyes to
match." The model replies: "Thanks,
Oleg. It's that wonderful new eye
make-up and your marvelous fashion
touch."
The rest of the minute commercial
deals with the model displaying the
gold cased make-up aids and discus-
sions centering around the easy ap-
plicability of the cosmetic.
The "Eyes by Cutex" line includes
the three best-selling basic items — eye
pencil, mascara, and eye shadow.
Each is available in a wide choice of
colors. The line also includes these
items: Automatic Mascara with spiral
brush; Automatic Pencil with built-in
sharpener; Automatic Shadow Stick;
Creamy Eye Shadow; and Tri-Cake
Pressed Powder Eye Shadow Blend-
ing Kit. This last item, exclusive, ac-
cording to Cutex. in the popular-
priced eye make-up line, proved dur-
ing a preliminary survey to be most
popular with consumers.
The automatic eye pencil, eye sha-
dow stick and the automatic mascara
with brush are packaged in brush-
gold triangle-shaped cases. All the
prices of the "Eyes by Cutex" line
seem to compare with those of May-
belline.
In recent weeks. Cutex introduced
a companion piece to the eye make-up
series — a soothing eye liquid prepara-
tion called Eye Brilliance. This item
has also been promoted in the current
tv commercial series. ^
SPONSOR
25 JUNE 1962
S3
o>
-a
More adults select WWDG than any
*
other Washington, D.G. station
One in a series on the
fine art of broadcasting by
WWDG
RADIO WASHINGTON
"the station that keeps people in mind"
♦Trendex, Washington, D. C. Study, Nov. 1961
Represented nationally by John Blair & Co.
<s
BLAIR
GROUP
PLAN
MEMBER
SPONSOR
25 JUNE 1962
51
SPONSOR
WEEK
WRAP-UP
Swezey
(Continued from Sponsor Week)
zey said: "All leading brands of
gasoline have achieved a phenom-
enal degree of efficiency. All lead-
ing makes of automobiles which
they propel are wonders of mechani-
cal perfection. Cigarettes, soaps, de-
tergents, and countless other prod
ucts have reached quality standards
which make it almost impossible for
the most discriminating purchaser
to select among them except upon
the most fragile, virtually non-ex-
istent individual characteristics."
Advertisers
Philco's consumer products division,
under the new Ford ownership, is
increasing its network tv budget by
400% over the outlay for the last
half of last year.
Company will spend about $2.5
million in the 1962-63 tv season for
two specials (CBS TV's Miss America
Pageant and the first NBC TV "To-
night" show with Johnny Carson),
eight prime-time series on ABC TV
and NBC TV, and four ABC TV day-
timers.
This all adds up to 55 minutes for
Philco in the coming season.
FEMMECEES of WSLS-TV, Roanoke Profile, Priscilla Young (I) and
Kit Johnson, with director Ray Chitwood going over films and photos
of first air year which won them state award for women's show
BROTHERHOOD award of the Baptist Ministers' Conference of
Philadelphia went to WHAT, only local organization honored. Seen
here are honored national personalities Jackie Robinson (I) and Dr.
Martin Luther King, Jr., with station's Mary Dee, Dolly Banks
GUIDED TOUR of tv studios is conducted by Fred Fletcher (I),
exec. v.p. of WRAL-TV, Raleigh, for AB-PT pres. Leonard Goldenson
and ABC vp. Tom Moore. Station joins network I August
ADVENTURE Cartoons is producing "The Mighty Hercules," dis-
cussed here by coordinator Arthur Brooks (I); Fred Thrower, WPIX,
New York, exec, v.p.; Richard Carlton, Trans-Lux Tv v.p., syndicator
52
SPONSOR • 25 JUNK 1962
Continental Wax, which spent some
$400,000 in spot tv last year, has been
cited by the FTC for false claims and
for a deceptive trade name.
The decision, which is not final and
may be reviewed by the commission,
related to Continental's "Six Month
Floor Wax."
Ordering the company to stop us-
ing "six month" to describe the wax's
features, the examiner said that al-
though the words "Continental Grip-
Kote" are being used on the can, de-
ception can only be remedied by the
complete excision of the more promi-
nently displayed name.
Campaigns: Royal Viking Danish
Lager Beer is running with its heavi-
est ad budget ever to introduce an
imported beer label. Campaign, via
Co-Ordinated Marketing, includes
five hours of radio weekly in the New
York market . . . Perma-Starch will
sponsor with 30- and 60-second spots
at least four NBC TV daytime shows
starting in late June via Post, Morr
& Gardner, Chicago ... J. Nelson
Prewitt started on 20 June with CBS
TV's "Captain Kangaroo," the first
national effort for its Matey Sham-
poo for Children. Agency is Hanford
& Greenfield, Rochester . . . Sunray
DX Oil will use major league base-
ball on NBC TV and supplemental
radio markets to push two new gaso-
lines and a new selling slogan. Ac-
count is at Gardner ... A $140,000
campaign to sell 40 million avocados
is being run this summer by the
California Avocado Growers, handled
by McCann-Erickson Los Angeles.
Financial report: Alberto-Culver sales
reached $26,322,812 in the six-month
fiscal period ended 31 May, an in-
crease of 143% over the first half of
1961. Net earnings were $1,010,969,
an increase of 152% over $400,309
in earnings for the first six months
of last year.
PEOPLE ON THE MOVE: Lewis S.
Sanders to the newly-created post of
itifjjiix*^*} m^y
JiB<(ftfeftS«to^A<.A^
MONUMENTAL job was done by WKAP.
Allentown, which volunteered to clean the
monument in the center of town during the
city's recent Bicentennial, a job long undone
KICK OFF campaign to announce new rep
affiliation between Advertising Time Sales
and WESH-TV, Daytona Beach-Orlando, is
discussed by (l-r) Thomas Campbell, ATS
pres., ATS v.p.'s Jack Thompson and Jim Mc-
Manus, stn. sales manager Harry LeBrun and
WESH-TV vice president Thomas Gilchrist
TRAFFICOPTER reports on WGN, Chicago,
will be backed by State Farm Mutual Auto-
mobile Insurance. Here (l-r): Stanley Gates
(SF promotion); pilot Irv Hayden; Charles
Gates, stn. mgr.; Fred Sulcer, of agency NL&B
SPONSOR
25 JUNE 1962
53
director of sales for Schick Service,
Inc. . . . Ralph F. Moriarty to presi-
dent of Ova'tine Food Products divi-
sion of The Wander Company . . .
George W. Shine to vice president
in charge of advertising and public
relations of Avon Products . . . Nor-
man Vance, Jr., vice president and
director of marketing for Mars, Inc.,
to executive vice president.
Agencies
There's been a reorganizatiton at
MacManus, John & Adams, which fol-
lows on the heels of the resignation
of John R. MacManus as senior vice
president and director of the Bloom-
field Hills-based agency.
Management has decided to trans-
fer significant billings, including me-
dia buying, to the New York branch.
Included are all Dow Chemical con-
sumer accounts and Minnesota Min-
ing & Manufacturing, primarily
Scotch Brand Tape and Scotchgard
Brand Stain Repeller.
Transferred to New York to handle
this business are notably, Patrick D.
Beece, vice president in charge of
account services and Russell G.
Brown, director of marketing serv-
ices.
Maurice H. Needham, advertising
sage of Michigan Avenue and schol-
arly chairman of Needham, Louis &
Brorby, now in his 73rd year, is up-
dating his treatise "Towards the
Complete Man."
A oroject begun when Needham
was a student at the University of
Wisconsin, the work contains his
thoughts on the education and train-
ing of men for leadership in the
agency business.
The last revision of the same was
in 1955, when Needham presented it
in talk form at the 4A's central re-
gional fall meeting.
Reason for the new revision: in a
nuclear age, even more emphasis
should be placed on the study of
humanities.
In the 1955 treatise, such advertis-
ing pundits as Claude Hopkins,
Ernest Gundlach, James Young. Ray
Rubicam, Leo Burnett, Fairfax Cone
and David Ogilvy were included as
examples of "the complete man."
Best advertising men of all time in
the updated version: Plato, Ben
Franklin, Michelangelo.
The Biddle Co., Bloomington, III.-
based agency boasts an unusual feat
by its media director.
Accomplished: a hole-in-one at
the Highland Park golf course. It
was a 106-yard shot on the third hole
with a five iron.
When off the green, ace shooter
Shirley Sunwall administers the
broadcast activity on such accounts
as Hill's dogfood, North American
Van Lines and Heath Toffee.
The complete run-down on product
assignments resulting from R. T.
French's agency consolidation gives
a long list of items to JWT.
The agency's New York office re-
tains the mustards, condiments,
spices and extracts, a new line of dry
sauce mixes, Forman's relishes and
French's export business. JWT gets
from Richard A. Foley Philadelphia
the pet bird foods and metals pol-
ishes.
New to the French stable is K&E,
which will handle the instant potato
products.
Agency appointments: Hertz Ameri-
can Express International Ltd. to
Norman, Craig & Kummel, effective 1
October . . . Ambassador Motels to
Wade Advertising . . . Youngs Rubber
Corp. to Don Kemper for consumer
advertising . . . Bravo Macaroni to
Hutchins Advertising, effective 1 July
. . . Westminster Corp. to Weiss &
Geller for four new lines of wines
and spirits . . . Regal Rugs to Ruben
Advertising, Indianapolis . . . Mitch-
ell-Liptak Laboratories to John W.
Shaw . . . The World of Food to Ken-
yon & Eckhardt . . . Ther-A-Pedic
Associates to Sosnow Advertising,
Newark.
Top Brass: John M. Lamb to Gould,
Brown & Bickett to head a newly
formed consumer division as execu-
tive vice president and a principal
of the agency . . . Kenneth D. Clapp
to general manager of Charles F.
Hutchinson, Inc. . . . John L. Bald-
win to general manager of the Bos-
ton office of K&E . . . Robert Buck-
binder to executive vice president of
Peerless Advertising.
New v.p.'s: Donald W. Walton for
creative services at D. P. Brother . . .
Carl E. Buffington and Orrin E.
Christy at Morse International . . .
Gerald Pickman at Kudner for mar-
keting-research . . . Allan Greenberg,
Edward McNeilly and Len Press at
Doyle Dane Bernbach . . . James W.
Packer, for station relations, at John
W. Shaw . . . Barron Boe at Dancer-
Fitzgerald-Sample.
PEOPLE ON THE MOVE: William J.
Graham and Frederic C. Moffatt to
the media-selection (radio-tv) depart-
ment of N. W. Ayer . . . Henry J.
Kozlowski to the plans and market-
ing department of Ayer . . . Stanley
Koenig to marketing supervisor at
Leo Burnett . . . Tom E. Harder to
account supervisor at Kenyon & Eck-
hardt . . Thomas E. Shea to the New
York office of FSR as account execu-
tive on Renault . . . Marvin D. Convis-
sar to the marketing-research depart-
ment of Kudner . . . Earl Collings to
broadcast copy chief at MacFarland,
Aveyard . . . Donald L. Linton to ac-
count executive at FSR New York . . .
Helen Mellon and Mary Krempa to
radio and tv department of Wermen
& Schorr . . . Martin S. Berger to ac-
count executive at Storm Advertis-
ing .. . John E. Robertson to pro-
ducer in the radio-tv department at
Compton, Los Angeles . . . Alfred A.
Basso, Jr. to commercial producer in
the New York office of Burnett . . .
M. J. Marion to account supervisor
and Richard J. Griffith to account
executive at Riedl & Freede.
Associations
The NAB plans a broadened moni-
toring program of Tv Code subscrib-
ers.
The plan calls for submission of
copies of official master logs to sup-
plement the Code Authority's tape,
off-air monitoring.
54
SPONSOR
25 june 1962
The Code Review Board said out-
side research to monitor and tape
record all stations on a regular basis
would be prohibitively expensive.
Seven broadcasters were named by
NAB pres. LeRoy Collins as members
of the 1962-63 committee on edi-
torializing.
Reappointed as chairman was Dan-
iel W. Kops, president of WAVZ,
Broadcasting and WTRY Broadcast-
ing.
Others reappointed: Frank J. Ab-
bott, Jr., WWGP, Sanford; Frederick
S. Houwink, Evening Star Broadcast-
ing; John F. Dille, Jr., Truth Publish-
ing Co. stations.
Newly-appointed members: Rex G.
Howell, KREX stations, Grand Junc-
tion; A. Louis Read, WDSU, New Or-
leans stations and George Whitney,
KFMB-TV, San Diego.
TV Stations
Taft Broadcasting is scanning sta-
tions in the top 30 markets for pos-
sible purchase of another tv outlet
within the next year.
Hulbert Taft, Jr. president of the
company, told the New York Society
of Security Analysts of the expansion
plans in an address just three weeks
after Taft was listed on the New York
Stock Exchange.
Of the company's financial status.
Taft quoted a 20% increase in net
profit over the preceding year for
the fiscal period ended 31 March.
Tv's share of dentifrice advertising
in measured consumer media rose to
92.2% in 1961, according to TvB.
Network and national spot tv bill-
ings jumped 14.4% to $33,945,663.
Crest moved into the top spot in
1961 with total billings of $10,545,-
963, compared with $5,471,415 in
1960. Tv billines last year for Crest
were $10,276,277.
KMEX-TV, Los Angeles will become
the flagship station of a newly or-
ganized Spanish International Net-
work which goes on the air in mid-
September.
Network will operate along the
1,600-mile U.S. -Mexican border en-
compassing five vhf and one uhf
station.
Juiian Kaufman is the acting gen-
eral manager.
Kudos: Chief Wah Nee Ota of the
Creek-Seminole Indian tribe adopted
Elton H. Rule, ABC v.p. and general
manager of KABC-TV, Los Angeles
and named him "Chief Elton Tall
Tree" in traditional tribal ceremon-
ies. Honor was bestowed for out-
standing work in bringing to light
the plight of the Indian . . . NBC
star Bob Hope will become the third
entertainer in history to be honored
with a gold medal — authorized by
Congress, manufactured by the Treas-
ury Department and presented by
the President — for his "services to
his country and to the cause of world
peace." . . . Walt Bartlett, vice presi-
dent of WLWC, Columbus, has been
appointed by Governor DiSalle to fill
I Please turn to page 61 I
New Satellite Now
Helps You Cover ALL
Of "UPSTATE MICHIGAN"!
WWTV, Cadillac-Traverse City, has
always brought you the top television
audiences in Central and Northern
Lower Michigan.
Now WWUP-TV, Sault Ste. Marie—
a Channel 10 satellite of WWTV —
adds coverage of 55,900 households
($235,382,000 in retail sales) in a great
and fast-growing industrial area in and
around the American and Canadian
cities of Sault Ste. Marie.
Ask Avery-Knodel, Inc. for full in-
formation on this new opportunity
to cover the combined WWTV/
WWUP-TV area, which is more im-
portant to you than several complete
U. S. states.
POPULATION 874,100
HOUSEHOLDS 244,000
EFF. BUY. EMCOME $1,304,149,000
RETAIL SALES . . . $996,511,000
SPONSOR
25 june 1962
55
Winning friends, influencing people
:
For the past 30 years CKLW Radio has
been winning friends, influencing people.
In 1932, Radio 80 gave birth to a small but
urgent 5000-watt voice. Today CK is a
mature, compelling sound— a 50,000-watt
installation that sends its news and music
into homes and cars throughout Michigan,
Ohio, Indiana, Pennsylvania, New York
and Canada. We have calculated 5,625,538
radio homes with spendable incomes of
over 40 billion dollars* are tuned to Radio
80. To loyal audience, satisfied sponsors
and talented staff, CKLW is most grateful.
And may we continue to always win friends,
influence people.
56
SPONSOR
25 june 1962
JVhat's happening in V. S. Government
that affects sponsors, agencies, stations
* WASHINGTON WEEK
25 JUNE 1962 Two recommendations featured FCC Commissioner Robert E. Lee's 134-page
copyright 1962 report on the Chicago hearings into local service of that city's tv stations.
sponsor The first indicated there should be study of the community service problem cre-
publications inc. ated by the alleged making of decisions in New York for network o&o stations. The
second held that further such hearings should be held on a limited basis in certain test
markets.
The FCC majority had already indicated that Chicago-type hearings would be conducted
elsewhere. In spite of this, the Chicago experience had appeared to be so inclusive that there
was genuine hope it would not be repeated. But Lee stands near the middle of the FCC po-
litical and regulatory philosophy, and these hopes would now seem to have less of a founda-
tion on which to stand.
Lee chided a good many of the witnesses for failing to come to grips with actual
issues. He singled out a woman for complaining about "smut," which he pointed out had
no part in the proceedings. He also hit at the unions, AFTRA and NABET, for asking for
more network program originations in Chicago, when the topic was supposed to be local
service and local programing. Such out-of-bounds discussions were ignored, he said.
The Lee summary was, on the whole, kind to the Chicago tv stations. He said they "in
varying degree, do make a genuine, and, in general, reasonable and adequate effort to de-
termine the needs and interests of the local residents in the area of local live pro-
graming."
He indicated complaints of such as religious and racial groups were products of mis-
understandings, rather than of station failures. He pointed out that civic, charitable and po-
litical groups applauded the stations. He cited difficulties in local programing and in encour-
aging local talent due to the disparity between network resources and those of a single
station. In this connection, he also pointed out that talent is not readily available in Chica-
go since it heads for New York and even more so for Hollywood, where there are greater
opportunities.
Lee hit the critical side to any extent only in his assertion that local live programing
by network o&o's, and probably also by multiple-owned and absentee-owned stations, is
crippled by an outside veto.
He noted the Chicago station managers claimed authority, but said they invariably ask
the New York network main offices for "advice and guidance, if not clearance" on any pro-
graming plans. Lee said it is also clear that New York as often as not turns down local
programing in favor of network.
Lee saw "a basic conflict in interest problem" here which the FCC was asked to investi-
gate further. He even quoted himself as saying "if the Commission considers this a dilem-
ma, and I do, it should spell out the answer so that industry will know how to comply."
Plumping for more such hearings in "typical test markets of different kinds," Lee con-
! ended that during the Chicago affair, "the public and the industry looked each other in the
face and exhanged views. The air is now much clearer. The public, the industry, and the
Commission have each learned much, and must, therefore, have greater respect, each for
the others' problems and views."
Sen. John O. Pastore (D., R. I.) has announced that beginning 10 July his
subcommittee will once again go back into the controversial political equal time
section of the Communications Act.
Bills in the hopper would loosen Sec. 315 to greater and lesser degrees, but the way is
open for suggestions ranging from complete repeal ail the way back to status quo.
(Please turn to page 59)
SPONSOR
25 june 1962 57
Significant news, trends, buys
in national spot tv and radio
SPOT-SCOPE
25 JUNE 1962 \ crosscheck of radio reps by SPOT-SCOPE last week disclosed that the na-
c»»yright 1*62 tute of the May and June spot buys was somewhat different in this respect: a
sponsor large portion of them favored mostly the medium-sized markets.
publication* inc. As one rep pUt \[ • there haven't been any really big lists, but the number of sched-
ules have been far more than they were a year ago and the benefits have pretty well
extended beyond the bigger markets.
In terms of category, one of the disappointments, so far, has been the sparsity of
seasonal toiletry business.
On the other hand, there's been a burst of cigar business, sparked by General Cigar
and American Tobacco's Roi Tan.
The Minneapolis-based drug account just picked up by John W. Shaw may
prove a neat source of revenue for both radio and tv spot.
Client in question is Mitchell-Liptak laboratories, whose original incorporators
uere for the most part physicians from the Minneapolis area. Projected billings on a na-
tional basis should be in excess of $750,00.1 and there's this hopeful sign: the account
is evidencing an early affinity for broadcast media. Radio and tv schedules in mid-
western test markets have already been lined-up and start running this summer.
The campaign, being developed by Shaw in concert with its ethical drug affiliate Shaw-
Hagues, is on behalf of a new medication.
The onslaught of some regional brewers like Hamm into new territories seems
to have shaken the security and created somewhat of a marketing-advertising
problem for the older and previously well-entrenched national distributors.
Latest indication of this: Anheuser's Busch Bavarian (Gardner), which pours well
over a million annually into spot tv, is cutting back schedules in some markets and
sinking the money into heavy-up schedules in problem areas.
The St. Louis-based beer will reportedly be back again strong in the fall.
One of the new cold remedies which last fall and early this year staged a battle
for market supremacy via spot tv is back in the national arena for the allergy season.
The combacker is Contac, the Menley & James continuous-action decongestant
handled out of FC&B. The other leading contender in the field, Vicks Chemical's Tri-
Span (SSC&B) hasn't been around the spot tv circuit in any substantial way for a while.
Still another member of the drug fraternity made news last week. It's the athlete foot
treatment from WTS Pharmaceuticals, Desenex, a newcomer to the national spot tv
ranks. The account is at Hoyt.
For details of this and other spot action of the last week sec items below.
SPOT TV BUYS
Procter & Gamble is breaking with a big campaign for Tide on 2 July. Schedules of one-
three spots weekly, nighttime minutes both prime and fringe, run through the P&G year.
Agency: Compton. Buyer: Bob Carney.
Menley & James Laboratories, division of Smith Kline & French is buying several markets
for a 15 July start on behalf of Contac. Campaign runs for six weeks, using prime and late
night minutes. Agency: Foote, Cone & Belding. Buyer: Bob Rowell.
58 sponsor • 25 june 1962
P? SPOT-SCOPE continued
Standard Brands is lining up about 30 markets for its Blue Bonnet Margarine, with sched-
ules to start 27 August for 13 weeks. Prime breaks are being used throughout. Agency: Ted
Bates. Buyer: Bill Abrams.
W. F. Young kicks off today for its Absorbine Jr. liniment in selected markets. Drive is
for 13 weeks using fringe minutes. Agency: J. Walter Thompson. Buyer: Lou West.
Birds Eye division of General Foods is seeking early and late evening minutes to promote
its vegetables. Schedules start 9 July or 13 August depending on the market and run for four
weeks. There are about 30 markets involved. Agency: Young & Rubicam. Buyer: Pete
Spengler.
WTS Pharmaceuticals division of Wallace & Tiernan is buying for its Desenex Athletes
Foot treatment. The search is for 13-week runs of day and night minutes starting 8 July.
Agency: Charles W. Hoyt. Buyer: Doug Huinm.
Chesebrough-Pond's is going in for eight weeks on behalf of its Vaseline Hair Tonic. Pro-
motion starts 15 July in several markets, with the request for fringe minutes. Agency: Nor-
man, Craig & Kummel. Buyer: Stan Yudin.
National Biscuit is in on a short-term basis with minutes in kid strips between 4-7 p.m.
Schedules run for two weeks in a host of markets, and the campaign is on behalf of Wheat
and Rice Honeys. Agency: Kenyon & Eckhanlt. Buyer: Helen Lavendus.
Norwich Pharmaeal is lining up nighttime minutes and breaks for a 1 July start on be-
half of Pepto-Bismol. The market list is extensive and schedules are set to run for six weeks.
Agency: Benton & Bowles. Buyer: Bob Wilson.
American Oil will promote various products in a four-week campaign which kicks off on
2 July. Some 20 markets will get schedules of minutes and breaks. Agency is D'Arcy and
the buyer is Ed Theobold.
Clorox is going in with 52-week schedules starting the first of the month. Time segments
are fringe night and daytime minutes. Some 20 markets are included. Agency: Honig-Coop-
er & Harrington, San Francisco. Buyer: Clarice McCreary.
Brown Shoe Company of St. Louis wants kids minutes in several markets to start 6 August
and continue for six weeks. The buying's being done out of Leo Burnett by Eloise Beatty.
SPOT RADIO BUYS
Western Stationery & Tablet Corp. is planning its back-to-school campaign. Schedules
will begin 18 August for three weeks, using early evening and weekend 60's to reach a teen-
age audience, 20-40 per week per market. The top 50 markets will be bought. The agency
is Dancer -Fitzgerald-Sample; the buyers are John Liddy and Dorothy Medanic.
U.S. Gypsum is looking for Sunday segments between 11 a.m. and 1 p.m. to place a good-
music transcription show. The number of markets has not been decided upon, but may run
as high as 30. Vehicle is to promote its roofing products and allow for participations 1>\
local home builders. Rayeye Productions Inc., Kansas City, is producing the show and check-
ing availabilities; Laverne Sisall is the contact. U.S. Gypsum's agency is Fulton, Morrissey
Co., Chicago.
WASHINGTON WEEK (Continued from page 57)
Pastore said he hopes Congress will finally take action, but the odds appear to be
against it this late in the session.
There could be some delay in FCC application of the all-channel set bill it
wanted passed so badly.
The one Senate change was insertion of the word adequate, referring to reception of
UHF channels. The FCC must set up standards, and this could take considerable time.
The industry would have to be consulted, among other time-consuming steps. So the
test of the bill as a means of reviving UHF might take even longer than otherwise.
sponsor • 25 june 1962 59
A round-up of trad* talk,
trends and tips for admen
SPONSOR HEARS
25 JUNE 1962 Agencies with beer accounts will tell you that there are no more fastidious
c«pyri«M 19C2 critics of a tv commercial than bartenders, and that includes doctors.
sponsor They're very sensitive about the way a screen bartender lifts a glass of suds and puts it
publications inc. down before a customer, and. if the ritual isn't just right, bartenders will so inform
the brewery's salesman on his next visit or even call up the brewery.
P&G has won out, after a spate of debate, on its requirement that ABC TV
change the teeoff time of the Motion Picture Academy Awards show from 10:30
to 10 p.m. next April.
It seems that the network had scheduled an Edic Adams special for Muriel in the 10-
10:30 slot and was reluctant to disappoint the cigarmaker.
Benton & Bowles will again be the agency of record on the Awards event.
Those concerned with picking up a successor to Lou Hausman as director of
the Television Information Office have begun to toss the names of possible candi-
dates into the hopper.
Among the bandied prospects: Joe Culligan, Victor Ratner, Roy Danish, who is
Hausman's assistant, and Bert Briller.
Hausman would like to leave 1 October.
The working life of a network tv salesman isn't all wine and truffles.
After one of the networks had fired two of its salesmen contacts in close succession, an
agency tv v.p. got curious and asked at headquarters what it was all about.
The answer he got gave him the impression that the men had shown too much em-
pathy for their agencies' problems.
P.S.: The pair were quickly hired elsewhere in the tv selling field.
Big agencies have one disadvantage over their smaller brethren: because the
chain of command entails so many more people it's tougher to track down the respon-
sibility for a serious fluff to a single person.
A major agency throbbed lately over a fumble that caused the client to hit the roof, but
to exact retribution would have meant a wholesale emptying of the executive suite.
For those who attended the NAB conventions in the early part of the '30s news
of the death last week of Walter J. Damm must have occasioned a twinge of sardonic
reminiscence.
The NAB membership in those days was, of course, much more compact and the pioneers
often viewed the convention as a channel for Hipping critical darts at the smugness and
politicking of the then-intrenched industry kingpin, NBC
Dour, blunt, laconic Walter Damm, along with Stanley Hubbard, of St. Paul, and
Red Cross, of Macon, Ga., often functioned as the gadfly core of such recriminations.
And the trio succeeded in lifting a convention out of the pall of prefabricated routine.
But as a broadcaster Damm not only ranked among the top as a programing innova-
tor but as a practitioner of the finest in taste and public service.
60 sponsor • 25 JUNE 1962
WRAP-UP
(Continued from page 55)
the vacancy on the Ohio Educational
Television Commission created by
the resignation of Bob Dunville,
Crosley Broadcasting Corp. president.
PEOPLE ON THE MOVE: Fred W.
Johnson to general sales manager
at WFRV-TV, Green Bay . . . Al Perry
to the sales staff of KOA-TV, Denver
. . . Charles W. Thomas to assistant
general tv sales manager of WFIL-TV,
Philadelphia . . . Guy Griffen to assis-
tant general manager of WBOC-TV
and radio, Salisbury, Md. . . . Ozzie
Osborne to account executive at
WFBM-TV, Indianapolis.
Radio Stations
RAB has thrown out a "new frontier"
challenge to radio stations.
Speaking before the North Caro-
lina Assn. of Broadcasters, Patrick
E. Rheaume, RAB director of mem-
ber development said radio still lags
seriously in the race with news-
papers. He said that the Sunday
editions of daily newspapers in sev-
eral North Carolina markets often
gross annually more than all of the
radio stations in the market com-
bined.
Rheaume predicted, however, that
radio will close the gap in this
decade, with much of the needed lift
coming from retailers.
Ideas at work:
• WFBR, Baltimore presented on
every newscast during June, its 40th
anniversary month, a news event
from its debut day 40 years ago.
• WTLB, Utica ran a "Most Use-
less Thing" contest. First prize was a
dilapidated car, second prize an old
moose head.
• WIL, St. Louis awarded its sec-
ond annual $250 scholarship award
to the outstanding student in radio
journalism at the University of Mis-
souri.
• WJRZ, Newark, formerly WNTA,
ran a contest for listeners to guess
the number of billboards which new
owner Communication Industries
Corp. is using to promote the new
call letters. Correct answer: 197.
Kudos: George Stephens, farm direc-
tor for KCMO stations in Kansas
City was named one of six regional
chairmen of The National Farm-City
Committee . . . WJW, Cleveland was
recipient of three major awards at
the 10th annual AFTRA Awards Lun-
cheon . . . Felix Adams, general sales
manager of KRAK, has been elected
vice president of the Sacramento
Advertising & Sales Club.
PEOPLE ON THE MOVE: Ralph Quor-
tin to sales manager of WNJR, New-
ark .. . Richard F. Cruse to sales pro-
motion director of KFRE (AM & TV)
and KRFM, Fresno . . . Edward A. Mc-
Cusker to the sales staff of WPEN,
Philadelphia . . . Rick Sklar to direc-
tor of production and community
services at WABC, New York . . . John
0. Downey to vice president and
general manager of WCAU, Phila-
delphia, replacing Thomas J. Swaf-
ford who has resigned to purchase
a radio station in Albuquerque . . .
Bruce Still to director of production
at WIL, St. Louis . . . Anthony Pansul-
lo to station-sales manager at WRYM,
Hartford . . . Larry Mazursky to assis-
tant general manager of KWKW, Pas-
adena . . . Richard E. Taylor to ac-
count executive at WNBQ, Chicago
. . . Donald A. Wolff to account execu-
tive with WMAQ, Chicago . . . Doug-
las D. Shull to national sales coordi-
nator at WOWO, Ft. Wayne in addi-
tion to his job as promotion man-
ager.
Fm
An unusual undertaking by an fm
outlet involving the rebroadcast in
its entirety of the full stereophonic
signal of another fm station is in op-
eration in Providence.
WPFM is carrying live in fm stereo
and direct from Symphony Hall in
Boston, the Saturday evening con-
certs of The Boston Pops Orchestra.
The series is made possible by re-
ceiving the signal of WCRB (FM),
Waltham at the Providence studio
site and rebroadcasting the signal.
WPFM will continue with live FM
stereo broadcasts in the fall with
the winter schedule of The Boston
Symphony Orchestra.
There's a new fm outlet scheduled
for completion in July.
To be known as WMMM (FM),
Westport, the new station will dupli-
cate am programing during the day
and will continue with independent
music programing after the parent
company signs off.
The fm transmitter will be housed
in the same location as the am trans-
mitter.
A highlight of the 7th annual New
York High Fidelity Music Show will
be a salute to the first anniversary
of fm stereo radio broadcasting.
FM stereo broadcasting has grown
to include some 100 stations since
last summer when the FCC first gave
the go-ahead.
The show will be held 2-6 October.
Stereo starts: WTCX (FM), St. Peters-
burg began its first regular schedule
of fm stereo operations earlier this
month.
Invitation: The Greater Seattle FM
Broadcasters Assn. has extended an
invitation to all fm broadcasters in
Seattle to visit the Worlds Fair to
attend the association's meetings,
held the second Wednesday of each
month at the Colonial Pancake
House at 9 a.m.
PEOPLE ON THE MOVE: George
Pleasants to general manager of
WKET, Dayton . . . Lacy Sellars to
operations manager of WBT (FM),
Charlotte.
Networks
ABC Radio has picked up its fourth
50 kw affiliate in five weeks.
Most recent newcomer to the line-
up is KWKH, Shreveport. Others:
WHAM, Rochester, KRAK, Sacra-
mento, KCTA, Corpus Christi.
Sales: Gillette Safety Razor (Maxon)
and Chrysler (Burnett) will co-spon-
sor both of baseball's All-Star Games
SPONSOR
25 june 1962
61
on NBC TV and NBC Radio, sched-
uled for 10 and 30 July. . . . Best
Food (Lennen & Newell) bought min-
utes in ABC TV's "The Flintstones."
. . . General Mills, via Knox Reeves,
has signed for the "All-Star Scout-
ing Report" which precedes both
All-Star Games on NBC TV.
Way out promotion: A wall-size map
and guide to the exploration of space
came from the sales development
side of NBC Radio with the reminder
that the exciting developments of
the space age are also charted on
NBC Radio.
Specials: Pharmacraft Laboratories
has picked up the tab for three
hour-long specials on ABC TV within
a four-day period. Shows, two re-
peats and one original, are set for
11, 12, and 14 August from 10-11
p.m. Buy, via Papert, Koenig & Lois,
is on behalf of Allerest allergy
tablets.
PEOPLE ON THE MOVE: Philip
Sterling, who's assistant publicity
director at CBS Radio, is collabo-
rator in the biography "Fiorello La
Guardia" by Bella Rodman to be
published in October by Hill &
Wang. . . . John Regazzi to comptrol-
ler of AB-PT.
Representatives
An expansion of the tv department
at Edward Petty includes the promo-
tion of eastern tv sales manager Ted
Page to vice president of the com-
pany.
Alfred Masini and Malcolm James,
tv salesmen, have been appointed
group sales managers. Three sales
men have been added to the New
York staff — Thomas J. O'Dea, James
D. Curran and Len Tronick — and
Karl H. Mayers has been named as-
sistant director of marketing and
sales development.
Adam Young is adopting a complete-
ly automated billing system, with
all divisions set to be converted by
the end of the summer.
The system will compute the
monthly billing by station, product
and agency.
Rep appointments: WHTN-TV, Hunt-
ington, W. Va., to Ohio Stations Rep-
resentatives for Ohio and Pittsburgh
sales. . . . WFMV, Richmond and
WNXT, Portsmouth to Walker-
Rawalt for national sales. . . . WTSP-
TV, Tampa, new third station which
goes on the air this fall, to H-R.
PEOPLE ON THE MOVE: Anne Owen
to the newly-created post of special
projects director at Robert E. East-
man. . . . Henry J. Akins to account
executive in the Atlanta office of
H-R. . . . James C. Timothy to ac-
count executive in NBC TV Spot
Sales, Chicago and Edward C. Cot-
ter to account executive in NBC Ra-
dio Spot Sales, also Chicago. . . .
James Dowdle to the Chicago tv
sales staff of Katz. . . . Bill McKee to
eastern representative with Dean &
Slaughter, rep for The Dakota Sales-
maker radio stations.
Film
Bomba, the Jungle Boy features, out
of Allied Artists Tv Corp., seems to
be having strong going on the rating
front.
Some cases in point:
WNEP-TV, Scranton: Sunday after-
noons, reached an ARB sets-in-use of
23, as compared to an average 4 the
year before.
WFBC-TV, Greenville, S. C: went
from an ARB rating of 9 to 18 for a
Sunday afternoon, with average
homes per quarter-hour to 61,000
from 26,000.
WKBW-TV, Buffalo: a Monday
through Friday late afternoon strip
got a March-April 21.5 Nielsen av-
erage and an ARB 20. The Nielsen
share was 54 and ARB, 60.
WISH-TV, Indianapolis: scheduled
Saturday afternoons and achieved a
15.6 Nielsen rating, as against the
competition's 7.
NTA will supply WABC-TV, New York
with a new series of "The Third Man"
which will get prime-time slotting by
the network flagship next fall.
The show will move from 10:30-11
p.m. on Thursdays to the same berth
on Fridays. It's sponsored in excess
of 80 cities by Budweiser Beer.
The Grand Prix for television of the
Venice International Advertising Film
Festival went, for the first time in
several years, to a U.S. producer.
Winner was MPO for the commer-
cial: "Who says beer is a man's
beverage?" produced for J. Walter
Thompson and client the United
Brewers Assn.
Alexander Productions has been
formed by Michael Palma, former
executive vice president of Trans-
film-Caravel.
Based in Colorado Springs, Colo,
and Puerto Rico as a cost-saving
measure, the new company will use
the motion picture facilities of Alex-
ander Film Co. but all creative con-
trol will emanate from New York.
A major undertaking will be the
production of tv commercials.
Franklin Schaffer and Fielder Cook
have formed a new tv producing out-
fit called The Directors Company.
First assignment will be the pro-
duction of seven hour-long dramatic
specials which will be part of next
season's NBC TV "DuPont Show of
the Week."
The new firm will headquarter at
65 East 55 Street in New York.
Sales: MCA TV scored 41 more sales
for its hour-long, off-network pro-
grams . . . Allied Artists Tv has
added six more stations to its list
for "Bomba, The Jungle Boy" . . .
Warner Bros, filmed tv series to nine
more stations . . . Tele synd's new 90-
minute feature film of "The Lone
Ranger" to CBS TV stations in New
York, Philadelphia, St. Louis, Chica-
go and Los Angeles . . . Seven Arts
made seven additional deals for its
post-1950 Warner Bros, features and
its Boston Symphony tv specials . . .
Buena Vista's "Mickey Mouse Club"
to the Kroger Company for 52 weeks
on KTVI-TV, St. Louis . . . Over 50
markets have been sold for the
second year of first-run syndication
of Ziv-UA's "Ripcord."
62
SPONSOR • 25 JUNE 1962
PEOPLE ON THE MOVE: Sidney Co-
hen to the New York sales staff of
Allied Artists Television Corp. . . .
Howard Grafman to midwest division
account executive for Seven Arts
. . . Amos T. Baron, most recently
vice president and general sales
manager of KCOP Television, Los An-
geles, to western division manager
of United Artists Associated . . .
Norman W. Glenn to vice president
of new program development art
Ziv-UA.
Public Service
Public service in action:
• An exploration of higher educa-
tion highlights a new series called
"The Quincy College Hour" on WLS,
Chicago.
• When WMEX, Boston president
M. E. Richmond heard that ticket
sales for the Mayor's Charity Field
Day were lagging, he offered the serv-
ice, promptly accepted, of station
personalities to spur sales. The en-
tire staff did an all-day remote from
city hall.
Kudos: Certificates of appreciation
from CARE for "outstanding service"
in 1961 were presented to Arnold F.
Schoen, Jr. executive v.p. and gener-
al manager of WDBO-TV and Joseph
L. Brechner, president and general
manager of WLOF-TV, both in Or-
lando.
Equipment
Motorola, which opened its Chicago
State Street Display Salon on 14
May, reports floor traffic beyond its
expectations.
Not only does the public come in
to "browse" as was initially antici-
pated, but the salon staff reports
that specific questions on models
and lines are asked by the visitors,
indicating an unexpected knowledge
of product and indicating that agen-
cy Burnett must be doing a good job
on consumer education.
Elsewhere on the Motorola front:
sometime within the next year or
so, this company will join Chicago's
two other major electronic manufac-
turers, Zenith and Admiral, in color
tv receiver production.
Factory sales of tv picture tubes and
receiving tubes eased back from the
1962 highs scored in March to an
April level about average for the
first four months of the year.
EIA also reported that April dis-
tributor sales and factory output of
both tv and radio receivers dropped
abruptly under March totals, but
cumulative totals for the first four
months of 1962 remained ahead of
those for the same period last year.
Tv sales by distributors in April
declined to 364,742, the year's low
while this year's cumulative total
was 1,932,729 through April, vs.
1961's 1,680,672 for the same period.
Distributor sales of radios stood
at 809,499 in April, against 1962's
record monthly total of 917,236 in
March. Year-to-date total was 2,987,-
497 vs. 2,637,850 for the same months
last year.
New products: A fully transistorized
magnetic tape message repeater
which plays without interruption or
stops on cue, is being manufactured
by Cousino Electronics Corp. of To-
ledo. The unit will sell for under
$100 . . . Rolab Laboratories, Sandy
Hook, Conn, have come out with a
new Ready-Eddy for 16mm exclusive-
ly as a companion to the Ready-
Eddy 16/35 . . . Kahn Research Lab-
oratories has a new single-sideband
receiver adapter designed to convert
conventional am receivers to single-
sideband operation. ... A new nine-
pin miniature triode-tetrode receiv-
ing tube designed for dual purpose
use as a low-voltage sync-separator
and video-output tube is now avail-
able from the Westinghouse Elec-
tronic Tube division.
PEOPLE ON THE MOVE: Robert J.
Klapper to the sales department at
Zenith. . . . John H. Ihrig has re-
signed as a director of Webcor. . . .
Thomas E. McCarthy to manager of
public information at General Tele-
phone & Electronics.
Station Transactions
The FCC has approved the transfer
of control of WSOR in Windsor, Conn,
to Sydney E. Byrnes.
Byrnes is president and general
manager of WADS, Ansonia, Conn,
and is president of The Connecticut
Broadcasters Assn.
WCNT, Centralia, III. has been sold
to Edward Palen, owner of WOKZ,
Alton.
Seller was Carson W. Rodgers and
price was $155,000.
Hamilton-Landis handled the ne-
gotiations. ^
/
Outstanding values in broadcast properties
\
Medium size UHF market. Excellent plant and
low overhead. Owner-manager opportunity. Equity
sale. Price to sell.
Six major markets from Canada to Mexico^ Full
FM service. Outstanding class B facility. Quality
programming. Liberal terms to qualified buyer.
WEST COAST UHF
$220,000
REGIONAL FM
NETWORK
$700,000
BLACKBURN & Company, Inc.
RADIO • TV • NEWSPAPER BROKERS
NEGOTIATIONS • FINANCING • APPRAISALS
WASHINGTON, D. C. CHICAGO ATLANTA BEVBRLY HILLS
James W. Blackburn
jack V. Harvey
Joseph M. Sitrick
Cerard F. Hurley
RCA Building
FEderal 3-9270
H. W. Cassill
William B. Ryan
Hut Jackson
333 N. Michigan Ave.
Chicago, Illinois
Financial 6-6460
ATLANTA
Cliford B. Marshall
Stanley Whitaker
Robert M. Baird
John C. Williams
1102 Healey Bldg.
JAckson 5-1576
Bennett Larson
Colin M. Selph
Calif. Bank Bldg.
9441 Wilshire Blvd.
Beverly Hills. Calif.
CRestview 4-2770
SPONSOR • 25 JUNE 1962
63
SPONSOR /40-YEAFiALBUJW §f PIONEERJIADIO STATIONS
AVAILABLE NOW!
132 pages
284 Illustrations and
story captions
Detailed chronology of
commercial radio! 1909-1962
Personal foreword by
General David Sarnoff
FOR EXTRA COPIES OF
THE 40-YEAR ALBUM
Hard cover edition $5 per copy;
Soft cover edition $1 per copy.*
Your order will be promptly handled
while the supply lasts. Your name
in gold on the hard cover edition,
$1 additional. Write SPONSOR,
555 Fifth Ave., New York 17.
*Soft cover edition free with an $8 subscription to sponsor.
sponsor • 25 june 1962 65
WHAT ARE
YOUR
PHOTO
REQUIREMENTS?
"HADIBUTKNOWN"
Wi
hen we show a prospective client
just a few samples of our publicity
photography, he more-than-likely ex-
claims, "Hadibutknownl" This puzzles
us for a moment but then he con-
tinues, nodding with approval. "Such
fine photos," he says, "such fair rates
('did you say only $22.50 for 3 pic-
tures, $6 each after that?') — and such
wonderful service ('one-hour delivery,
you say?') — why, had I but known
about you I would have called you
long ago." Well, next thing he does is
set our name down (like Abou Ben
Adhem's) to lead all the rest of the
photographers on his list. Soon, of
course, he calls us for an assignment
and from there on in he gets top
grade photos and we have another
satisfied account. (Here are a few of
them: Association of National Adver-
tisers — Advertising Federation of
America — Bristol-Myers Co. — S.
Hurok — Lord & Taylor — New York
Philharmonic — Seeing Eye — Visit-
ing Nurse Service of New York.) Why
don't you call now and have our rep-
resentative show you a few samples
of our work?
BAKALAR-COSMO
PHOTOGRAPHERS
111 W. 56th St., N.Y.C. 19
212 CI 6-3476
:!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiii:iiiiiiiiiiiiiiiiiiiiiiiM
Tv and radio
^rf W V— .. u */ Lt ^" ^j _j . .
John O. Downey has been named as vice
president and general manager of WCAU.
Philadelphia. He has been program direc-
tor of the tv station since May 1960. In
Downey's earlier associations with CBS, he
has been assistant director of program
services of the CBS TV stations division
and executive producer at KMOX-TV, St.
Louis. He's also been program head at
KDKA-TV, Pittsburgh and WHCT-TV, Hartford. He was manager of
WGTH, Hartford and program director of WONS in the same city.
Abe Mandell has been elected executive
vice president of Independent Television
Corp. Mandell. who has been vice president
in charge of sales and administration since
February 1961, joined the company in
1958 as director of foreign sales. He was
promoted to vice president in charge of
foreign operations in May 1960. Mandell's
career in foreign film operations dates back
to 1946 when he joined Republic Pictures International and became
general manager of their distribution subsidiary in the Philippines.
Seymour "Hap" Eaton has been appointed
as general sales manager for WJBK-TV,
Detroit. Eaton has served since April 1961
as national sales manager of the Storer
Broadcasting outlet. Prior to joining Storer
he has most recently been with Peters,
Griffin, Woodward as an account executive.
He started his business career with RKO-
Radio Pictures in 1948, transferring to the
television field in 1953 when he became associated with NBC TV
Films. Eaton's appointment was announced by Lawrence M. Carino.
Lawrence Richard Walken is the new
media director of the Boston office of
BBDO. Walken will establish basic media
plans and strategy for the agency's Boston
clients and will coordinate all projects in-
volving the agency's New York media de-
partment. Walken was previously a network
specialist with the New York office of Grey
Advertising. Prior to that he was an assist-
ant brand manager for Colgate-Palmolive and a marketing planning
project director and media buyer for Benton & Bowles.
66
SPONSOR • 25 JUNE 1962
frank talk to buyers of
air media facilities
The seller's viewpoint
"Radio can only be an effective sales medium when each station provides
a sound so distinctive and so exciting that listening to the radio becomes an
overt act." So states Robert V. Whitney, executive vice president of Mars
Broadcasting Inc., Stamford, Connecticut. Formerly program director of
KALL Salt Lake City and the Balaban stations, Whitney has been respon-
sible for creating "Demand Radio," a complete programing service for
subscribing radio stations around the country. The proper approach to
programing is the key to the salvation of radio, Whitney feels.
Radio must link listener and reality
#%lmost every broadcaster in the business can tell you
why radio is not flourishing — particularly on the national
level. Some blame advertisers, others point accusing fingers
at timebuyers, others attack lack of advertising creativity.
Perhaps they are all right to a degree, but I believe they
have missed the point. I think that what is wrong with
radio today is programing. With the proper approach to
programing the other problems will solve themselves and
put radio back on a strong, healthy footing.
Radio can only be an effective sales medium when each
station provides a sound so distinctive and so exciting that
listening to the radio becomes an overt act. Radio has to
be fun, it has to inform, it has to provide a realistic link
with the outside world.
Radio stations have only one thing to sell — circulation.
The ability to attract people, to develop their loyalty and
to provide a proper showcase for commercial messages is
the raison d'etre for broadcasting. Yet many broadcasters
pay very little heed to their audience. One of the most
diamatic examples of this is that few broadcasters are
willing to concede that the nature of the service has
changed.
In almost any market today you can find almost any
kind of programing you might want: top 40 (50, 100, etc.) ,
good music, popular music, conversation. But is it good
enough to attract the large responsive audiences that are
so necessary to produce the sales results which will make
the medium prosper?
It is regretable that some broadcasters have thrown away
the hard work of programing, for people themselves are
basically the same. Curious and gregarious, they are re-
sponsive to the motives of escape, pursuit of fortune, and
self-improvement. Radio is everywhere at all hours. Radio
is convenient, versatile, in great supply, and technically
better than ever. Any modern industry would be expected
to use such opportunity by studying the consumer and giv-
ing careful attention to product design.
In radio, that means a long look at programing. It must
not fall into the hands of personal ego at the microphone
where programing is by whim, seldom planned and never
rehearsed. It must not fall to crony salesmen or client steer-
age; a business managers' programing indifference and the
special interest of his wife and golf companion. And it
must not flow from the format stamping press.
The day for brainstorming has arrived and some of our
dearest friends must not be invited. ... I mean all the
vested interests. We will serve them by building responsive
audience; and the responsibility for objective design is
ours. Our answers will grow from simple questions. What
is real? What is honest? What is attractive? What is fun?
What is the need?
To do this we must spend the time to make our product
better. Our new programing concept "Demand Radio," has
every single moment of aired time polished, repolished,
written expressly and produced dramatically to make the
subscribing station as good as radio can be. This also ap-
plies to the programing material we produce at Mars for
more than 300 stations in the United States, Canada and
Austrlia. But one well programed radio station in a mar-
ket is not enough. I want to see all of radio well programed
— our subscribing stations and their competition alike.
Radio to thrive must better itself as a total medium. It
must create demand!
To do this, programing must be planned with care, de-
signed with production finesse, aired with courage, and
constantly reviewed. Then we will reintroduce the term
"magic of radio," which was, and always will be hard
work. This is radio's logical road to its rightful status as a
first class medium. A medium that can seek its revenues
from newspapers and tv, its real competitors. By consider-
ing the consumer, radio will be stronger and greater; and
a product for which there will be constant demand.
Then we'll raise the rates. ^
SPONSOR
25 JUNE 1962
67
SPONSOR
Our 40-year radio album
Response to sponsor's 40- Year Album of Pioneer Radio
Stations, which was delivered to you with last week's issue,
has been so overwhelmingly enthusiastic that we want to
express our thanks publicly.
Frankly, we think that the 40-year album is one of the
most unusual and valuable industry records that has ever
been assembled, and the major share of credit goes to the
more than 100 pioneer stations who dug deep into industry
files for the rare pictures and anecdotes in the book.
We doubt if such a compilation of early "radio-ana" can
ever again be made. The material won't be available. The
records and photos already show the ravages of time.
That's why we urge our readers who would like extra
copies of our 40-year album for friends, libraries or other
institutions to put in their orders as soon as possible. Hard-
cover bound volumes are available at $5.00 each, regular
paper covered copies at $1.00. Just write sponsor.
Lazy copywriters— lousy commercials
We're getting increasingly steamed up over the disgrace-
fully low quality of many current tv and radio commercials,
both network and spot.
There are a lot of good commercials on the air. But there
are a lot of dreadful ones And when we say dreadful, we're
not talking from the viewpoint of some addle-pated, do-good
outside critic.
We mean dreadful by professional advertising standards.
The commercials we're referring to are not those which
are dishonest, deceptive, blatant, vulgar or in bad taste. These
can be dealt with by the Code authorities and the FTC.
The commercials we most strenuously object to are the far
greater number which are hammered together by lazy copy-
writers, lazy producers and lazy agencies.
They are the commercials which are poorly conceived, in-
adequately thought through, muddled and confused in view-
point and focus. They are the commercials which, because
of their total lack of organization, seem interminable in
length, unconvincing in appeal, and nauseatingly repititious
and boring.
Any advertiser whose agency serves him such radio/tv fare
is getting cheated on every ad dollar he spends. ^
lO-SECOND SPOTS
Television: Jimmy Dean told an ac-
tors' agent about some of the prob-
lems he's having preparing for NBC
TV's Tonight show, which he'll host
the week of 9 July.
"You think you've got troubles —
my latest client sings like Como, acts
like Lawrence Olivier, and has a build
like James Garner."
"You call that trouble? You'll
make a million dollars with that guy,"
Dean said.
"Guy. nothing. It's a girl!"
The law: Johnny Carson said to a
policeman who was a contestant on
his ABC TV show Who Do You
Trust?, "If your beat was a lonely
path in Central Park, and a beautiful
young girl rushed up to you and said
that a strange man had suddenly
grabbed her. and hugged and kissed
her, what would you do?" The cop
replied without hesitation, "I would
endeavor to reconstruct the crime."
Sports: Frank Gifford, the New York
Giants football star and sportscaster,
was told by a well-known college foot-
ball coach, "Whoever he is, there's
a dirty sneak thief on myr squad. Last
year I lost a set of Yale shoulder
pads, a Princeton sweat shirt, a pair
of Harvard pants, and a couple of
Y.M.C.A. towels."
Marriage: If you've ever wondered
about a married couple "What did
he ever see in her?" here's one an-
swer from the Broadway musical "I
Can Get It For You Wholesale." A
heel says, "She gave me a beautiful
cigarette case at Christmas. So I told
her I loved her. Then on my birth-
day she surprised me with a car. So
I told her I adored her — and, to keep
the pipeline open, I proposed to her."
Chinese proverb: Comic Alan King
says in a chewing tobacco commer-
cial. "Manv men smoke, but Fu Man-
chu."
Navy: Allan Stanley, pres. of Dol-
phin Productions and captain of the
camera boat "Dolphin, Too," will
have to be careful while his head of
sales. Kurt Blumberg. an atomic sub-
marine lieut. commander in the Naval
Reserve, is on active duty. Pleaded
Stanley: "Don't torpedo the Dolphin
that feeds you."
68
SPONSOR • 25 JUNE 1962
announcing
channel iO
serving the
Tampa - St. M*etersburq
market
wtsp-tv, inc. the third vhf covering the
rampa- st. Petersburg murhet. is proutl
to announce the appointment of
-it Television^, inc. as exclusive national
representatives, channel 10. another
'to hull station, will sign on August ist.
WOW! THREE BIG REGIONAL SALES!
CALIFORNIA OIL 12 MARKETS!
BOWMAN BISCUIT 36 MARKETS!
FOREMOST DAIRIES 23 MARKETS!
ALL FOR HENNESEY!
Together, including nine stations in major markets that bought the Jackie Cooper series individu-
ally, over 70 markets are already sold on HENNESEY . . . and all in almost no time at all! Looks like
HENNESEY has what advertisers are looking for nowadays: A popular star in a hit network series
(96 half-hours)-ready for action right at the windup of the network run. It
means ready-made local audiences ready to listen to your product story.
HENNESEY— no sooner said than sold!
NBC FILMS
m
m
Jmmt«&3t9&
»>*■
, f
M
IATIUNAL BROADCASTING COMPANY. IN*
GENERAL LIBRARY
to ROCKEFELLER PLAZA, NEW YORK, «. *
5T PIONEERS LIBRARY
W.
1036
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