(navigation image)
Home American Libraries | Canadian Libraries | Universal Library | Community Texts | Project Gutenberg | Biodiversity Heritage Library | Children's Library | Advanced Microdevices Manuals | Linear Circuits Manuals | Supertex Manuals | Sundry Manuals | Echelon Manuals | RCA Manuals | National Semiconductor Manuals | Hewlett Packard Manuals | Signetics Manuals | Fluke Manuals | Datel Manuals | Intersil Manuals | Zilog Manuals | Maxim Manuals | Dallas Semiconductor Manuals | Temperature Manuals | SGS Manuals | Quantum Electronics Manuals | STDBus Manuals | Texas Instruments Manuals | IBM Microsoft Manuals | Grammar Analysis | Harris Manuals | Arrow Manuals | Monolithic Memories Manuals | Intel Manuals | Fault Tolerance Manuals | Johns Hopkins University Commencement | PHOIBLE Online | International Rectifier Manuals | Rectifiers scrs Triacs Manuals | Standard Microsystems Manuals | Additional Collections | Control PID Fuzzy Logic Manuals | Densitron Manuals | Philips Manuals | The Andhra Pradesh Legislative Assembly Debates | Linear Technologies Manuals | Cermetek Manuals | Miscellaneous Manuals | Hitachi Manuals | The Video Box | Communication Manuals | Scenix Manuals | Motorola Manuals | Agilent Manuals
Search: Advanced Search
Anonymous User (login or join us)
See other formats

Full text of "Sponsor"


3 1M30 055*^32 

S? ** 


PU ^. SLW 


*>*«. «. v 

Digitized by the Internet Archive 

in 2013 


on, D.C. 20036 


2 APRIL 19S2 
40< a copy • $8 a year 


\\ LU UIVLl 

R3 1962 


Oklahoma's richest 
half is covered best 


Advertisers defend a 
growing practice that 
broadcasters, Tv Code 
authority see as danger 

Page 29 


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 




Page 51 


V WFAA-820 


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. 



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 




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 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. 


Represented by TvAR 



u ND E T R HE Asr a 


* Philadelphia WFIL-TV 
Atlanta WSB-TV 

Mi^ 1 W d C wjW-TV 
«i«wfiand wj 

Veg a5 

^ g asKSS> 


Lancaster WGAL-TV 

Portland. Me. «»*™ 
Wilkes-BarreWBRE- „ 

< ,M I* 

T3 C ° 




e K Viuits 

AP^ a d^ 

U 6 o* 




© Vol. 16, No. 14 • 2 APRIL 1962 




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 


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 

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. 


2 APRIL 1962 

I'm Joe Floyd. . . 


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. 



KELO-tv SIOUX FALLS; and interconnected 
KDLO-tv and KPLO-tv 

JOE FLOYD, Pres. • Evans Nord, Executive 
Vice Pres. & Gen. Mgr. • Larry Bentson, 

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 



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. 


CJuxjutd <? 

Lancaster, Pa. 
NBC and CBS 

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 



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 

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 

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. 


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- 

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. 


2 april 1962 

SP0NS0R-WEEK/2 April 1962 


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 


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 

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'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. 


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 

For 23 years Allen was at MBS, 
for five years as v.p. in charge of 

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 



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 



(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 


2 april 1962 


SPONSOR- WEEK/ 2 a p hi 1962 



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 

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 

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. 



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) 


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- 

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. 


More SPONSOR-WEEK continued on page 96 












. *" 


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, 



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. 


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) 




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 



One of a series of advertisements which reflects the balance, scope and diversity of NBC's program service. 



Did you know that 






in retail sales? 

What's more, 

the people 

who live there, 

shop there 

and work there 

are loyal listeners 

of WHLI 

That's why 

WHLI is 





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 


AM 1100 

FM 98.3 

\h0 itftifP o£ 


lontj tikmii 

JOSI PH A I f NN I iei 


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 

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. ^ 


2 april 1962| 

£■ & 


IS £?. 

Music to note... 

i ./7 1 


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 ■/ 




NEW YORK: 270 Park Avenue YUkon 6-1717 

CHICAGO: 8922-D N. La Crosse, Skokie, III. ORchard 4-5105 
DALLAS: 5641 Charlestown Drive ADams 9-2855 

L.A.: 232 So. Reeves Drive GRanite 6-1564-STate 8-8276 



Sorry, we 
don't cover 
Moscow . . . 




. . . but just about every 
other 'phone number you 
need is in SPONSOR'S 

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 


555 Fifth Avenue, N. Y. 17 

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 
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 

Albert 0. Hardy 



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 

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 

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 

However, the call letters were 
KFYVL in the article, and ours ara 

Thank you again for the article, j 
James F. Brown 
vice president and 
general manager 
Fine Arts Broadcasting 


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. 




2 IPRIL 1%2 

WSAV covers more homes 

than any other Savannah station! 



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. 


































It's OsjO in Savannah 


630 Ice. 
5,000 watts 
NBC Network 

represented by 


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 


S T I G E 


Interpretation and commentary 
on most significant tv/radio 
and marketing news of the week 


2 APRIL 1962 

Copyright 1962 



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 

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 

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.) 


2 April 1962 


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: 


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: 

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 




soap opera 



aud. participation 



aud. participation 



aud. participation 



soap opera 



aud. participation 



soap opera 



film rerun 



film rerun 






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: 




Broadway of Lerner & Lowe 



Theatre '62 



Leonard Bernstein 



Henry Fonda & Family 



Hallmark Hall of Fame 



Chun King Chow Mein Hour 



Footnote to Fame 









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 

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 

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: 


ABC TV 6,282,000 32% 

CBS TV 6,402,000 33% 

NBC TV 6,775,000 35% 

[sponsor • 2 april 1962 25 


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,- 

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: se e 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 


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. 



ARB TV Homes ^ ^ biS^dJa d_bd_b VJJ/ d_b \_/ Represented by 



2 april 1962 


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. 


2 APRIL 1962 

Many see 'trend' in commercials like this 



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? 



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 


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. 


\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 

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 

"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- 

1. R\ doubling up, the overall fre- 
quencv of the parent company is in- 
creased, adding to both network and 


Here are networks' piggy-back regulations 


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. 


One commercial per daytime quarter hour can carry two messages. 
Evening regulations are less formal. 


For each three minutes of commercial time purchased, one piggy-back 
commercial is permitted. 


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. 



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- 

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- 

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- 

"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) 

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 


2 april 1962 


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 


^ Burnett's media strategy is affected by such marketing changes as new product 
increase, effect of local/regional problems on national dollar deployment 


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 



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- 

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 

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 

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- 

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 


Media decision-makers at Leo Burnett 

T. A. Wright, Jr. 

Vice president in charge 

H. G. Tillson 


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 


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 .. :: ■: ■' -'.r 11 ; ; .■; 1 ,77= 


2 april 1962 


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 


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 

"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- 

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 

"\\ 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 

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- 

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) 


2 m'hii. 1962 


^ 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 

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 


Radio's 19 network-owned stations and their markets § 

































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 


..: .. 


2 april 1962 


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 

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- 


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. 


executive v. p. for owned stations 

llillllllll Illlilllllllllllllllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 



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 


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 


president, ABC owned radio stations 

1' 'ONSOR • 2 APRIL 1962 

iHiiii!ii!ii!iiiii!i]!;iiiiiiiiiiii:::ii:iii^ iiiiiiiiiiiiiiiiniiif 


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 

""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- 

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. ^ 

:i i !!llll'l'!l!|l||'llll , i|![!lllllllll 1 ll!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 melan g e of talk . music and variations on the telephone talk idea. 



SPONSOR • 2 APRIL 1 96i 


^ 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 

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 


People who had heard of program but had not watched 


People who had watched program 


People who watch program regularly 


Program awareness and number of vietvers 
creased sharply during six-month period 


October 1960 March 1961 

Had heard of Championship Bridge 



Had watched Championship Bridge 




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 


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 

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 



■ - eb 


*>p b"d<i» 





. . ~r 


■ • ,- 




"9* '» 



- ,o« 

i *•>•( 

oi- o« 

White Collar 

34.2% 77.2% 


Wh.te Collar 24.0% 56.6% 

Blue Collor 


Mobility .» higher 
tn 'htit ■n<om« 
groupi ptopl* 
»,ho ««• moving \,p 


If pat 



tntt.tot* «hoI 
CKomp<or<vhip 6'idge 

"10-f-tO.n, O lol.d 

v.owmhip omong 
is- ,..■ people 




$7,000 to 











34. 9< 









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. ^ 



2 April 1962 


^ 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 

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 

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 


Nielsen study combines in-home, out-of-home radio listening 

Radio homes 

Number Total homes 





































Weekly daytime 

Number Radio homes 






























Weekly nighttime 

Number Radio homes 






























2 april 1962 



Nielsen study combines in-home, out -of -home radio listening 

Radio homes 

Number Total homes 

Weekly daytime 

Number Radio homes 

Weekly nighttime 

Number Radio homes 










































































































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. ^ 



2 april 1962 

Radio homes 

Number Total homes 


Weekly daytime 

Number Radio homes 

Weekly nighttime 

Number Radio homes 


13,652,780 87 

















6,409,810 87 























































7,941,050 92 

1,853,530 92 




191,070 94 

85,110 89 
























































































807,910 95 









































































2 april 1962 



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. 


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 


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. 


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. 


N. Joe Rahall, President 
Represented nationally by: 
Philadelphia Representative: 
Paul O'Brien, 
17)3 Spruce St., Phila., Pa. 

Media people), 
uliat they are doinp 

and saying 


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) 



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 




2 april 1962 




use KTVE" 

So says 
Mr. Otha Hawkins 



in Monroe, La. 







■ / 





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 



^^^ ^^J |m l^fl I ^^^ (Continued from page 4' 


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 

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." 


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. 

Of the ten top daytime shows WMT-TV 
has ten. Of the 478 quarter-hours measured 
for "homes reached" WMT-TV has 326^ 

How can you ice that? 


CBS Television for Eastern Iowa 

Cedar Rapids — Waterloo 

Represented by the Katz Agency 

Affiliated with WMT Radio; 

K-WMT, Fort Dodge; WEBC, Duluth. 



2 April 1962 



[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- 

" 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- 

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 

Mam stations, they say, resent the 
fact that networks have more or less 
a free hand in determining split- 
commercial scheduling, while thev 






November 1961 ARB 10:00 PM 


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 



• . . 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>0 rf f 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." ^ 


{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- 



2 april 1962 


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 

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- 

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 

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 

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- 

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." ^ 




2 april 196: 




Established 1949 





ilannel 8 • Lancaster, Pa. 

NBC and CBS 




Established 1 




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 


Robert M. Reuschlc, Ceneral Sales Manager 

T. B. Baker, Jr. Executive Vice-President and General Manager 


J. nxLi 




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 

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: 

ixum-ri m. H C U W.II I C , ot-nrrai jaint inanagrr 

i. d. Daner, jr. cxecuuve vice-rresiaeni ana venerai manager 




The finest films of the fifties n< 
playing in over 55 markets co\k 
ing 60% of U. S. Television hone 































































uruM inc. v/rnciai oairs miiml' 

i. o. oaicrr, jr. txecuuve vice-rresiacm ana wnerai .vianagrr 


OVER 700 PRE '48 FEATURES ■ POST '48 FEATURES 30/61 ■ 30/62 

^fl ji 










nuurri m. nruMinr, vjt-tirrai jairs manager 

i. d. oaxer, jr. cjcccuuvc vicerrcsiaem ana orncrai manager 




Metro-Goldwyn-Mayer Television ■ New York Chicago Culver City Toronto 

i. o. DUKcr, jr. cjtccuuve vicr-rrrsiarm ano uenrrai managrr 


A special SPONSOR guide to what's happening, and where, at the 40th 
Annual Convention, National Assn. of Broadcasters, Chicago, 1-4 April 1962 


Tiro men, two speeches: one 

year later 


An open letter to Chairman 



An open letter to Governor 



Convention agenda 


Convention hospitality suites 


Chicago directory 


Advertising agencies 


Media buyers 


Radio/tv representatives 




Networks, groups 


Film/tape commercials 


Film/tape programs 


Film/tape services 


Music/radio services 


Research/ promotion services 


Equipment exhibitors 



2 april 1962 





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 




2 APRIL 196, 


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. 


2 april 1962 




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 

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< 




2 APRIL 1961 





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 

"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- 

ernment censorship. There will be no suppression of programinti 


,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 

We hope you will try to help clear it up. 


2 april 1962 




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 




2 april L962 





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 

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 

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- 

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. 







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. 




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 


Conrad Hilton, Chicago 


I a.m.-5 p.m. : REGISTRATION, Lower Lobby 


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 


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 

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 


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 

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) 


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 

LUNCHEON, International Ballroom; Address by 
James E. Webb, administrator, National Aeronautics 
and Space Administration; Annual NAB business ses- 

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 


2 april 1962 



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 

1934 -WLW was first and 
only Radio Station ever to 
increase its power to 
500,000 watts. 





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- 

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 


Red Skelton 

i , i 

Jane Froman 

Dick Noel 

Fats Waller Durward Kirby Janette Davis Eddie Albert 

Doris Day 

Ink Spots Red Barber 



1937 -Crosley Broadcasting 
engineers developed WLW 
Television experimental 
station. Further develop- 
ment interrupted by the War. 



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 

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 

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 












Crosley Broadcasting Corporation 




Advertising Time Sales .Essex Inn 301 

AM Radio Sales SO 

Avery-Knodel .... SB* 1108-9-10 

Bassett, Mort, & Co RC 8 

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 


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 


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 



TIO " CH 1223A 

TvB CH 1906 






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! 





IRB CB 900 

Belter Broadcast Bureau R(] 

Community Club Congress 

A. C. Nielsen CH 1000 

Pulse CH 2320 


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 


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 


(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 



SPONSOR • 2 APRIL 1962, 


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, 

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, 

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 


2 april 1962 







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 

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. 

"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! 


NBC^^-Montgomery, Alabama 

Carter Hardwick, Managing Director 


G. Richard Shafto, Executive Vice-President 

All are represented by Peters, Griffin, Woodward, Inc. 

4jjir \ 














Number 3 in a series 


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 


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 


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 



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 


2 april 1962 



How BMI-licensed Music is Used 

in Regularly Scheduled TV Network 
Programs and in Syndicated Film Series 


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 


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 
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 


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 




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 

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 



Adventures in Paradise 

Alcoa Premier (weekly) 
American Bandstand (daily) 
Bachelor Father (weekly) 
Bus Stop (weekly) 
Calvin and the Colonel 

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 

My Three Sons (weekly) 
Naked City (weekly) 
New Breed (weekly) 
Ozzie and Harriet (weekly) 
Real McCoys (weekly) 
Straightaway (weekly) 
Target: The Corruptors 

Texan (daily) 
Texan (weekly) 
Top Cat (weekly) 
Untouchables (weekly) 
Yours for a Song (daily) 
Yours for a Song (weekly) 


All Star Golf (weekly) 
Bullwinkle Show (weekly) 

Cain's Hundred (weekly) 
Concentration (daily) 
David Brinkley's Journal 

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 

Make Room for Daddy 

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) 


Adventure Tomorrow 

African Patrol 


Aqua Lung 

Bat Masterson 


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 




Cameo Theatre 

Case of the Dangerous 

Casey Jones 
Charlie Chan 
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 


Crunch and Des 


Dan Raven 

Danger Is My Business 

Danger Man 

Dangerous Assignment 

Davey and Goliath 

Dayton Allen 


Debbie Drake 

December Bride 



Deputy Dawg 

Dial 999 

Dr. Christian 

Duffy's Tavern 

Eddie Cantor 

Ellery Queen 

Eve Arden 



Federal Men 


Follow That Man 

Frontier Doctor 

Funny World 


Grand Jury 

Great Gildersleeve 

Greatest Headlines 
Harbor Command 
High Road 
Highway Patrol 
Home Run Derby 
How to Marry a 

Huckleberry Hound 

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 

King of Diamonds 
Kingdom of the Sea 
Kit Carson 
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 

Mr. Adams and Eve 
Mr. and Mrs. North 
Mr. District Attorney 
Navy Log 

New York Confidential 
Official Detective 
One Step Beyond 
Our Miss Brooks 

Passport to Danger 
People's Choice 
Pony Express 
Pride of the Family 
Public Defender 
Quick Draw McGraw 
Racket Squad 
Ray Milland 
Rough Riders 
Science Fiction Theatre 
Sea Hunt 
Sergeant Preston 
Seven League Boots 

Sheriff of Cochise 
Silent Service 
Sir Lancelot 
Soldiers of Fortune 
South of the Border 
Squad Car 
State Trooper 
Stories of the Century 



Sweet Success 

Tallahassee 7000 


Texas Rangers 

This Is Aiice 

This Man Dawson 


Tombstone Territory 



True Adventure 

Tugboat Annie 

Two Faces West 

U.S. Marshal 

Uncommon Valor 






Walter Winchell File 




West Point 

Western Marshal 




Wyatt Earp 

Yancy Derringer 

Yesterday's Newsreel 

Yogi Bear 

BROADCAST MUSIC, INC. 589 Fifth Ave., New York 17, N.Y. 

2 april 1962 


AUTOMATION'S importance to broadcasters is underlined by many systems highlighted. Schafer Electronics display is typical 


^ 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 

305 Harrison St. 
Taft, Cal. 
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 


299 Atlantic Ave. 

Boston 10, Mass. 


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 
Palo Alto, Cal. 
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 



1369 Industrial Rd. 
San Carlos, Cal. 
Winston B. Boone, Harvey C. Bartholo- 
mew. Jr.. John Baker, Harry Bohmer, 

Charles Jahant. Gale Willis. Roben 

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 

West Exhibit Hall— Space 29-W 

934 Charter St. 
Redwood City, Cal. 
president, sales and service; C. Ken 
Sulger, national sales manager; Charles 
P. Gingsburg, v. p., mgr., rotary head 
recording advanced technology; Charles 


32 coxu x rioN special 


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 

P.O. Box 807 
Chicago 42, III. 

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 

3022 Southland Center 
Dallas 1, Tex. 

West Exhibit Hall— Space 26-W 

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 

1663 Industrial Rd. 
San Carlos, Cal. 

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 



P.O. Box 500 
Paramus, N. J. 

East Exhibit Hall— Space 14-E 


8800 Brookeville Rd. 
Silver Spring, Md. 

West Exhibit Hall— Space 64-W 


High Ridge Rd. 
Stamford, Conn. 

Conrad Hilton Parking Lot 



711 Fifth Ave. 
New York 


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 


521 West 43rd St. 
New York 36, N. Y. 

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 


Box 4587 
Phila. 31, Pa. 

Arthur Freilich, James Nobles, Bill 

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 

211 Lambert St. 

Palo Alto, Cal. 


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 

West Exhibit Hall— Space 18-W 


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 


Giannini Controls Corp. 

19217 East Foothill Blvd. 
Glendora, Cal. 

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- 

PRODUCTS: Monochrome video moni- 
tors and audio video receivers 

West Exhibit Hall— Space 32-W 

(See listing McMartin Industries) 

West Exhibit Hall— Space 47-W 

7564 Broadway 
Lemon Grove, Cal. 
president ; Virginia R. Gramman. vice 
president: George W. Bates, production 
manager; Joseph G. Petit, chief engi- 

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 

80 Danh.iry Rd. 

Wilton, Conn. 


Skee. Andrew Brakhan. J. B. Anthony, 

Harvey Sampson, Jr. 


2 april 1962 



BRYANT 9-4723 





Dlie "Wide Pen and OtLr ProJucti 


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. 



Look for me at the Conrad Hilton or 
Sheraton-Blackstone Hotels during the NAB 
Convention in Chicago, April ±-h , 1962. 

Sincerely , 

Hy Finkelstein 


". . '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. 





2 APRIL 1962 






tc JehJatfahai 







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. 


•■■ sin 



1296 BROADWAY • NEW YORK 1 , N. Y. 
Another fine product by the creators of famous "MIKE" Pens & Lighters 


ir s* Tke" Keys, custom-made to 

Splay your own logos (your a.t- 

^Prompt 2-week delivery. 





1296 BROAD* 


Please ship six Mike Keys on your Special Sample Offer 



Check enclosed, ship prepaid □ Bill my station 

Our artwork enclosed Use your block letters 

□ I am also interested in Reciprocal Trade. Send full details. 


2 april 1962 


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 



262 East Third St. 

Mount Vernon, N. Y. 

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 


1750 N. Vine St. 

Los Angeles 28, Cal. 

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 




1055 Stewart Ave. 
Garden City, L.I., N. Y. 

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 


21-21 44th Dr. 
Long Island City, N. Y. 


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 


123 Hampshire St. 

Quincy, III. 

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 


Defense Electronics Div. 

Technical Products Operation 

Electronics Park 

Syracuse, N. Y. 

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 



18 Ames St. 
Cambridge 42, Mass. 

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 



63 Bedford Rd. 
Pleasantville, N. Y. 

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 



590 Madison Ave. 
New York 22, N. Y. 

P. Willis, F. Morgan, E. Klis 

PRODUCTS: Data processing equip 
ment. demonstrating automatic pro- 
gram logging, billing, availabilities aOl 


West Exhibit Hall— Space 39-W 

1610 Home Rd. 

P.O. Box 943 

Bellingham, Wash. 

John I). Tuttle, Harry Patterson. Wil 



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 


130 E. Baltimore Ave. 
Lansdowne, Pa. 

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- 

West Exhibit Hall— Space 37-W 


75 Cambridge Parkway 
Cambridge 42, Mass. 

William Stern, Peter Dudeney, Cleo 
Betts, Carlton Davis. Hugh Ware, John 

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 


7500— 14th Ave. 
Sacramento 20, Cal. 


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 

West Exhibit Hall— Space 62-W 


62 South Highway 17-92 

Box 17 

Casselberry, Fla. 

son, Eugene C. Johnson, Clyde Red- 
wine. R. L. Weber 

PRODUCTS: Transistorized amplifiers, 
tuners, receivers, combinations and PA 

East Exhibit Hall— Space 1-E 


321 West 50th St. 
New York 19, N. Y. 

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 


4021 Fleur Drive 
Des Moines 15, Iowa 

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 


49 West 45th St. 
New York 36, N. Y. 


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 

(formerly Continental Mfg., Inc.) 

1612 California St. 
Omaha, Neb. 

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- 

West Exhibit Hall— Space 25-W 



Magnetic Products Division 

900 Bush Ave. 

St. Paul 6, Minn. 


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. 


PRODUCTS: "Scotch" brand video 
tape, audible range tapes and related 

West Exhibit Hall— Space 55-W 


1st St., S.E. & Richardson 
New Brighton, Minn. 

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, 


2 april 1962 




NEW for '62 

Complete up-to-date 
measurements of 




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. 




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. 


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 


2 april 1962 



conelrad equipment, audio operated re- 
lays, program failure alarm, citizens 
band transceivers, broadcast translators 

West Exhibit Hall— Space 51-W 


4416 Hollister Ave. 

P.O. Box 3182 
Santa Barbara, Cal. 

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 



Johnson City, N. Y. 


national representative to broadcasting 


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 



229 Park Ave. So. 
New York 3, N. Y. 

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 

Broadcast & Communications Products Div. 

Front & Cooper Sts. 
Camden, N. J. 

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 


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 

Equipment Division 

1415 Boston-Providence Tpke. 
Norwood, Mass. 


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 

East Hillside Dr. 
Bloomington, Ind. 

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 

West Exhibit Hall— Space 52-W 


235 South Third St. 
Burbank, Cal. 

James Harford. Dallas Barnard 

PRODUCTS: Automatic programing 
systems, automatic spotter, automatic 
program preparation system, remote 
control equipment 

West Exhibit Hall— Space 63-W 



62 Walter St. 
Bridgeport 8, Conn. 

West Exhibit Hall— Space 48-W 

6 Middletown Ave. 
North Haven, Conn. 

fel, R. A. Sander, J. Pavlisko 

PRODUCTS: Reference recorders mag- 
netic tape. 2 1 hours continuous time 

East Exhibit Hall— Space 15-E 


Route 524 — Lakewood Rd. 
Farmingdale, N. J. 

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 


2 APRIL 196^ 

transmitters; stereo generator; 25 kw 
tv amplifier; add-a-unit patchover 

East Exhibit Hall— Space 4-E 


5757 Santa Monica Blvd. 
Hollywood 38, Cal. 

West Exhibit Hall— Space 28-W 

P.O. Box 500 
Beaverton, Ore. 

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 

East Exhibit Hall— Space 2-E 

(See listing Tellemet Corp.) 

East Exhibit Hall— Space 2-E 

185 Dixon Ave. 
Amityville, L. I., N. Y. 

G. R. Tingley, J. Horowitz, Don Dud- 
ley, Dave Chapman, S. S. Krinsky, S. 

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 

50 West 44th St. 
New York 36, N. Y. 

Ted Boisumeau, Irving B. Kahn, Gerald 

G. Griffin, Herbert Nettleton, Monroe 
M. Rifkin 

PRODUCTS: Telepro 6000; 3V 2 x 4 
slide projector with RA-60 random se- 
lect changer; TelePrompTer Mod V; 
Amphicon 200 large screen television 

West Exhibit Hall— Space 33-W 

336 East 50th St. 
New York 17, N. Y. 

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 

155 West 72nd St. 
New York 23, N. Y. 

Robert Swanson 

PRODUCTS: Dual head rear screen 
projector, single head rear screen pro- 
jector, tv studio prompting equipment 

West Exhibit Hall— Space 24-W 

455 Sheridan Ave. 
Michigan City, Ind. 

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. 

PRODUCTS: Self-contained EIA 
camera, switching matrix, STA-Vamp 

West Exhibit Hall— Space 41-W 

2700 Hawkeye Dr. 
Sioux City, la. 

E. H. Moore, G. S. Chesen, H. Fair, 
L. J. Tokarczyk. J. E. Skarda, G. C. 

PRODUCTS: Towers, microwave, am, 
fm, tv, microwave passive reflectors, 
portable prebuilt buildings, paradomes, 
erection & installation services 

West Exhibit Hall— Space 38-W 


3140 N.W. 38th St. 
Oklahoma City, Okla. 

Jerry Nelson, V. G. Duvall, Pat Duvall, 
D. D. Giroux, M. N. Sholar, J. D. 

PRODUCTS: Manufacture and installa- 
tion of all types of radio, tv, microwave 

East Exhibit Hall— Space 14-E 


356 West 40th St. 
New York 18, N. Y. 


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 


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 


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 


2 april 1962 






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 
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 





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 




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 

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 

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 

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 ! 


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 thru Saturday 






7:05-10:30 p.m. 










2 april 1962 





(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. 


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 


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 ■ 


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 

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. 



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. 

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 


2 APRIL 1962 


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 

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. 


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,- 

Top brands in the last quarter 
were Anacin ($3,080,794), Camel 

($2,381,310) and Chevrolet ($2,349,- 

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- 

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. 

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) 



2 APRIL 11 

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


2 APRIL 1962 

Copyright 1962 



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 


2 APRIL 1962 

Copyright 1962 



Significant news, trends, buys 
in national spot tv and radio 



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. 


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 



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. 


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 


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


2 APRIL 1962 

Copyright 1962 



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 

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. 


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 


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. 










70^ of those who select WWDG are the family shopper' 

One in a series on the 
fine art of broadcasting by 


"the station that keeps people in mind" 

*Trendex, Washington, D. C. Study, Nov. 1961 
Represented nationally by John Blair & Co. 






(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 


during the 


Visit us at the ESSEX MOTOR INN 
(Suite 1403) 8th & Michigan Avenues 

jBLA.CIijBljjrvJ^J & Company, Inc. 



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 


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


Colin M. Selph 
Calif. Bank Bldg. 

9441 Wilshire Blvd. 

Beverly Hills, Calif. 

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. 

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 



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- 


The ABC division of AB-PT reported 
record income in 1961 of $254,280,- 
000, an increase of $31,800,000 over 

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 

; New affiliate: WCHS-TV, Charleston, 
W. Va. has joined CBS TV, replacing 
WHTN-TV. It's effective 21 Septem- 

Lewine has been appointed vice 
president-programs, Hollywood for 
CBS TV, replacing Guy della Cioppa 
whose resignation takes effect 15 


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- 

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 


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- 

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. ^ 


2 april 1962 








v g62 


a \C* ot % 4O • 





t ad*° 

d^ oP 





tfre 9* 

s e^ e 













t lVe 

s t co** 

t a^ 



vo^ s 



to o" too oV- s 







nc e - 

5 adV 

V*° St -^ 

■ B ^rs- 


-*• :ss- 





- ea- 

^ :;V a ^ ...toau 

. ...vtt ^ Se ^e^ te a .d^, sOU *. 
d e*" a d , c ov>=' 

ot^ e 
atouP 1 

ed in 

v^°V^ c 

*S*« s 








oi ^ e 6 





e a<- 



^a0^ a f eC o^ 


bo 1 

s V 

, { oW 












tiV° u 


a9 e 





d\^ e 







^fe^e^es-tja-^ 55 


page 5 



^c'co** 00 


■ cW 

Presented to station 


SPONSOR is presenting 

this 40 -year certificate to the 

stations listed below. 

in appreciation 

of exceptional service to its 

community and clients 



of continuous radio broadcasting 


// your commercial station is 40-years or older and is not listed below please phone 
or wire us collect immediately: 

































































































































































■■■ Illllllllllllllllllllllllllllllllllllllllllillllllllllllllllllllllllllllllllllll 






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? 


111 W. 56th St., N.Y.C. 19 
212 CI 6-3476 


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. 


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 

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. ^ 


2 april 1962 



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 

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 

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! ^ 


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 



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. 

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 




SAN FRANCISCO kfrc amfm 

LOS ANGELES khj-am/fm/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. 




196£ APRIL 1962 
40c a copy • $8 a year 




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 


"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. 


OR -RADIO 710 

enerai oDation 


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. 


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. 








(AGE 20-49)" 



"name supplied upon request 

Represented Nationally By GHI-Pema, Inc. 



iPONSOR • 9 APRIL 1962 


The big favorites are on the 
big station in Madison. Music 

Clark Hogan, Tom Hooper, 
Roger Russel, Bob Rahman. 
Homemaker's friend Luella 

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 

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 

~-Jon u I r/oe 



Wisconsin's Most Powerful 
Full-Time Station 

TONY MOE, Vice-Pres. & Gen. Mgr. 

WKOW represented nationally by K-R 


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 




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. 


© 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. 


9 VPRIL 1962 

Excerpts from an address by 


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 

"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 

Public Relations, Publicity and Promotion for the Purex Specials: 


7175 Sunset Blvd., Los Angeles 46, Calif., HOllywood 2-6486 
165 West 46th St., New York 36, New York, Circle 6-4184 

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. 


Ckcuuvd <f 


caster, Pa. Jfiffe 
NBC and CBS 


McCollough, Pres. E?^ 


\ T. 


The MEEKER Company, Inc. 

New York Los Angeles 

Chicago j San Francisco 

Anna Held 


I --.. 

Couitesy ol The Bettmann Archiv* 


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

9 April 1962 



Collins stiffens to FCC, 
Minow softens approach, 


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 

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- 

• 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 

• 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 

• 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.) 



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 

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-WEEK 9 April 1962 


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 

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 


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, 

The NAFMB were addressed by 
Dave Garroway, who now has an ac- 
tive financial interest in fm listing 

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 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 


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 

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- 



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 
Buffalo WBEN-TV 
Tucson KVOA-TV 
Las Vegas KSHO-TV 

Phoenix KOOL-TV 
Charleston WCSH-TV 
Ft. Wayne WPTA-TV 
Indianapolis WLW-I 
El Paso KROD-TV 
Odessa KOSA-TV 

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 


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. 



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 

Jack Harris, KPRC-TV, Houston, 
conducted the meeting as president 
and was re-elected to a new term. 



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 


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 

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 

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 

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! 


NBC Owned 

Represented by NBC Spot Sales 

DIAL 670 


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 




Phil Bowmar 

12:05-1:55 p.i 




John Doremus 

4:05:5:55 p.m. 

Monday thru Saturday 

7:05-10:30 p.m. 




Jack Elgen 

1" 15 p.m.-1:30 a.i 





9 april 1962 


who knows 
better than 
my salesmen 
how our spot 
schedule on 
WSUN pays off?" 


'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 



by John E. McMillin 


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) 


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 


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 


WWJ news WWJ-TV 



SPONSOR • 9 APRIL 1962 13 

Can you identify these well-known addresses? 

H 221-B Baker Street 

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. 


Interpretation and commentary 
on most significant tv/ radio 
and marketing news of the week 


9 APRIL 1962 

Copyright 1962 



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 

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. 




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 

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. 



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- 

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 

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 

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 


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: 





Mr. Smith Goes Wash. 


$ 61,000 (39) 

$ 4,000 (13) 

Gallant Men 


112,000 (36) 

33,000 (14) 

Roy Rogers 


105,000 (35) 

31,500 (15) 

Beverly Hillbillies 


55,600 (36) 

15,500 (16) 

The Nurses 


117,500 (35) 

32,500 (17) 

Jackie Gleason 


126,990 (34) 

76,500 (4) 



63,000 (38) 

16,000 (14) 

Stoney Burke 


125,000 (36) 

19,600 (16) 

Ensign O'Toole 


56,000 (32) 

22,000 (20) 

The Builders 


55,000 (39) 

no charge (13) 

The Young Men 


* 32,000 (32) 

22,000 (20) 

McHale's Men 


62,500 (36) 

no charge (14) 

11th Hour 


*36,000 (32) 

25,000 (20) 



125,000 (32) 

40,000 (20) 

McKeever & Colonel 


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 

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. 






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, 





























"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. 



Channel 6, Portland, Oregon 

One of America's great influence 

Represented Nationally by 


Give fhem a call, won't you? 


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. 

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 


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- 

Harvey Chertok 

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- 

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- 

For the obvious personal reason II 
would like to have my son. who isj" 
about to enter college, read that col| 

May I have a reprint? 

Glenn Gilbert 
Birmingham. Wiclm 


9 APRIL 1961 

QUEEZES . . . 
t's a lot ! But 

you watch as 
ti-image after 
olves . . . 

't/es to multi- 
■>{ after multi- 
a« ! Right, it's 

•but easy 
ie it's film 
in the plot! 

does the 

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 


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. 


Brillo Manufacturing Co., Inc. 

J. Walter Thompson Company 

Elektra Film Productions 



Why Monkey with the Metro... 

MARKET is First 
in the Southeast 
with 595,600 Homes* 

City Limits 



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 









New Orleans 




•Television Magafin 
•-NCS '61-Nightly 


% 1 


CHANNEL 3 ^^ CHARLOTTE / jeffebson standard broadcasting company 

Represented Nationally by Television Advertising TvA,R I Representatives, Inc. 




9 APRIL 1962 



in rniifiL i ■ iimc 


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 


Proponents of the multiple rates for prime time chainbreaks 


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- 

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- 

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! 

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 

"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, 




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 

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- 

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 - 


PRIME 3 - 



4 - $600 

PRIME 5 - 

















1 1 


1 1 


1 1 


1 1 


1 1 








1 1 






1 1 

9:00 i 









1 1 








1 1 



8:30 | 



1 1 













9:30 i 


























1 1 






■«— — 



KABC-TV execs describe new "Prime I thru Prime 5" station break announcement card as a radical concept and most practical in industry 



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 

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 


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 


ik Esty 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." 


"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 


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- 



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. 



9 april 1962 


Two, say reps, who make Wm. Esty tops 



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 r i se (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 


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 

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 


chairman of the board 



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- 

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) 



Part one of two parts 


^ 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' 


9 APRIL 1962 


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 summ er 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- 

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 

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- 



9 april 1962 



WEM9ER P.D.I.C. MEMBER Fl EH* »'••!■.' 

presents cs a monthly public service . . , 



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 


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) 


Q Day Game JW4e f~) Night Game 

hmui i mown* ' toaur vttMtwv twrtwe j rttiu* uwmcr 

i . ,__ — ^_ 

jjf— — $s ^r 


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 



y[ ^r^^^^ 




^ 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 

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 


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 



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 

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 

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 

6i Each 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 . . ." 


; 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 

"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 


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) 


9 april 1962 



^ 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 

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 



9 April 1962 


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 

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: 


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 



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 

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) 


9 April 1962 


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 


^ 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 



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 

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- 

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 


/ V* II 

Time Buyers Tip 



• Ratings 

• Rates 

• Results 



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 


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) 



9 april 1962 



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." 







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) 





NOW 14 daily program features 
on N. C. Regional Radio Net 

Regional News D Sports D Weather 
( 'omrrn ntary Q Farm Reports 



Full sponsorship Spot participations/Adjacencies 
(Also Merchandising and Promotion) 




Get Regional Saturation with local 

"Main Street Radio" coverage... 

See complete schedule in tobacco 

SRDS listing; Consult John okl 

E. Pearson Co. for details, raoio NETWORK 





• Albany 

• Dothan 


• Tallahassee 

• Panama City 



One buy, one bill, one clearance de- 
livers four market areas with a com- 
bined population of 1,230,700 and 
211,290 TV Homes! WALB-TV and 
WJHG-TV dominate this area! 



Ch. 10 

Ch. 7 


Panama City 




Raymond E. Carow, General Manager 

Represented nationally by Venard, Rintoul, 
McConnell, Inc. In the South by James S. 
Aycrs Company. 



(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." 


9 april 196: 


Capsule case histories of successful 
local and regional radio campaigns 



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 



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- 
a cutive 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 


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 


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. 



9 April 1962 


Sorry, we 
don't cover 
Moscow . . . 




. . but just about every 
other 'phone number you 
need is in SPONSOR'S 

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 


555 Fifth Avenue, N. Y. 17 


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 


{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 

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." ^ 


( 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 


9 April 1962 


Dash, for example, as separate hum 
Oxydol as both are from the main- 

\\ 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 

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- 


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 

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- 


{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 


I 511 


9 aprii. 196i 


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 

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." 


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 


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 

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. 


\ 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. ^ 


(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 

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 

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 


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* 

"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 




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- 

"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 

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) 





•^ Top A.M. A. rating meaning all 
medical diagnosis and treatment 
services are available. 








9 april 1962 




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. 


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- 

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 




■ A 

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. 


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< 


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- 


gio to product manager in the Phar- 
maceutical division at Colgate-Pal- 


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 

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 

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 


9 april 1962 


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, 

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 


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 . 






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. 


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. 

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 

{Please turn to page 55) 



9 APRIL 19ft 


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


9 APRIL 1962 

Copyright 1962 



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. 



Significant news, trends, buys 
in national spot tv and radio 


9 APRIL 1962 

Copyright I9S2 



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. 


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 

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 

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. 


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 


9 APRIL 1962 

Copyright 1962 



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


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- 

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 

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. 




m l 





{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 

• 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. 

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 

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. 



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 


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


Colin M. Selph 
Calif. Bank Bldg. 
9441 Wilshire Blvd. 
Beverly Hills, Calif. 
CRestview 4-2770 


9 april 1962 


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. 

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 nationa 1 
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 



575 Park Avenue at 63rd St 

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. 


Programing plans for the new Jeffer- 
son Standard Broadcasting fm outlet 
in Charlotte, WBT (FM) are well un- 

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 

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. 


The five CBS TV o&o's are gearing 
up for a second and expanded Inter- 
national Program Exchange this 

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, 

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 

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- 

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. 










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 

The booklet's message to adver 
tisers: Programs of this type make 
a superior impact on audiences witr 

I «n 



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. 

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. 


-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- 

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 

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- 

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- 

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 

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 

• 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 

• 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. ^ 


9 April 1962 



(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 

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." ^ 


[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 

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, 

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 

"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." 



• 9 APRIL 1%: 


3 OUT... TWrswfi.? 

• v v " ' 








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 . . . 


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 


155 pp. $2.00 


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 


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 



| 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 □ 


Bill my company □ 






9 april 1962 




. . . 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- 

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 4 


America's 37th Television Market 

:Uu4 o" Ul H«-.t D<W«I: 6 M* to 1M»*M Hat. 60 Mmh 61 unburn!) 


and radio 



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. 


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 

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 

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 



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 

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. ^ 



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- 

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. 



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 




Channel 13 * Des Moines 

NBC Affiliate 


Peters, Griffin, Woodward, Inc. 
National Representatives 


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. 


Hartford, Connecticut 



Upswing in local live tr 
— special report on signifi- 
cant new trend buyers are 
watching p 25 


Paint compan \ pictures' 
colors through sound — 
striking new techniques in 
radio copy p 33 





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%) 




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 




National Representatives 




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 

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 


no campaign is a 
national campaign 



and interconnected 
KDLO-tv and KPLO-tv 
Evans Nord, Executive 
Vice Pres. & Gen. Mgr. 
Lo r ry Bentson, 

Represented nationally 
by H-R 

in Minneapolis by 
Wayne Evans & 

■ f,',//»IK»l i 

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 




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. 








\- ■' '• 





— - ■ ■ 



■H 1 




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 


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. 



16 April 1962 

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



Justice Department files key antitrust action; new 
compensation plan termed illegal,- CBS denies charge 


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 

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- 

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- 

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. 


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) 




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- 

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) 


16 april 1962 

SP0NS0R-WEEK/16 April 1962 




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 

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 

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. 

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. 


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 

Adam Young introduces 
new radio buying aid 

A new media aid, said to make 
radio timebuying easier and quicker, 
has been introduced by Adam 

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- 

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 

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. 



16 aprii. 196! 

love T/at BOb 



(That Glamor 

Photographer With the 

Roving Eye Camera) 

173 Half-Hours 
Now Available To Local Stations 


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. 



598 Madison Ave., New York 22, N. Y. 

PLaza 9-7500 and principal cities everywhere 

SP0NS0R-WEEK/16 April 1962 



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 anc j 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- 

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- 

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. 


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 

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. 



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. 


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- 

The study, prepared 4-31 January 
1962, was sponsored jointly by all 
six commercial tv stations in New 

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 

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 


Average Rating 












...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. 


7:00 PM— 9:00 PM 












"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, 






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 





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 station 1 
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) 


16 april 1962 

In Chicago 


. . . 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 "ff ers better programming 


through dedicated 
community service! 

Quality • Integrity • Responsibility • Performance 


16 April 1962 


Sponsor backstage {Continued from page 12) 



1st.. .in Communiti| Life 
1st... in Overall Ratinqs 
1st.. .in Sell . 

1st... in Adult Listenirvq 


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. 



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 


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. 



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. 


N. Joe Rahall, President 
Represented nationally by: 
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 

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. ^ 



16 april 1962 


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 




Represented by (EdwardYptlry lk\Co., Inc.] The Ori 

ginal Station Hepresentativ- 

PONSOR • 16 APRIL 1962 


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. 

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 

Hal Walton 


Hal Walton & Co. 

New York 

iT* BIGGER than 


One Buy Delivers 


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. 


KFBB TV Great falls 
KOOK TV Billings 


P.O. Box 2191 Idaho Falls, Idaho 



< V 


/ \^ Sr* 




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 



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 

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. 


International Surveys Limited 

• Quite Hue, H -I'mM h.iw lieen the buying popu- 



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 



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 


16 APRIL 1962 

Copyright 1962 



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- 

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: 





Cake mixes 








Washing machine detergents 




Dishwashing detergents 




'ONSOR • 16 APRIL 1962 


SPONSOR-SCOPE continued 

The fashion show is becoming an appreciable source of tv revenue for local 

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: 








7- 8 p.m. 





8- 9 p.m. 





9-10 p.m. 





10-11 p.m. 





Note: The number of tv homes between the two Januarys went 

from 46.9 million to 49 


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 


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 

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' 


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 

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 



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 

Here are the 1961 calculations: 



National-regional spot 











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 



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. 



Represented by TvAR 



||i 96/ NSI, 6 AM-2 AM, Sun.-Sat. 





The Advertising Club of Bir- 
mingham awarded WAPI-TV and 
Radio First Place in 10 categories 
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 




16 APRIL 1962 



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 


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 

"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 



16 APRIL l'« 

M W r'^-'-M 

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- 

J ts. 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 


16 APRIL 1962 


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- 

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 


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 

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) 





16 IPRIL 19i 


sr. v.p., media dir. 


v.p., media director 


v.p., media services 



^ 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 



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 


media department is recognized and 

• 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 

• 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. 


16 april 1962 


• 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- 

• 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 


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 now 7 the primary tv area 
represents a geographical market re- 

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- 


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) 







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 

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 

JWT emphasizes media research 
ctivities as part of its media depart- 
ment operation. Jones calls media 
esearch the "never center of our me- 


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 


16 april 1962 


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- 

More than most agencies, BBDO 
has devoted intensive attention re- 
cently to computers, and especially 
linear programing techniques for 


sr. v.p., media dir. 




v.p., media director 


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 50 r ; 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) 



I m 



16 APRIL 196S 


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 


^ 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 

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 


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 


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. 


The Fuller Paint Company invites you to stare with your 
ears at black. 


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. 


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. 


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) 



i A 
















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! 


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 

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 
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 


Part two of two parts 


^ 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- 

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- 




Top Value Million-Stamp Sweepstakes 
% Radio Station KOB 

1430 Coal Avenue S w 
Albuquerque, New Mexico 

Enter KOB's 






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' 



16 APRIL 1962 

s Spouse Kit 



* < TOO « 






z^r wrn you wtfi the wrp sales contest/... 




i Sot 

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- 


FLAG POLE sitter proved magnet for shop- 
ping center promo by WROK, Rocltford, III. 

'ONSOR • 16 APRIL 1962 


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) 


^ $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 

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 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 
























Note: All the r.bove data i- reported on .1 program basis, Source: A. C. Nielsen Co 



Id VPRIL 1961, 

'• 1 


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,- 

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. 

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) ^ 


New net advertisers spent $12.3 million 

Rank among 
new advertisers 

net rank 


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 
















































TOTAL $12,326,123 

Source: TvB/I*NA-BAK 



16 april 1962 


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. 


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. 


Media people: 
what they are doing 





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) 


16 april 1962 



North Carolina's Grade A World 


'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 exclusivel y to the 
state's top metropolitan market - 
Winston-Salem, Greensboro, 
gh Point 

Call Peters, Griffin, Woodward, Inc. 


51© ® 




The THIRD MAN is back! 

In a NEW series 

More EXCITING than ever 






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 


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 



(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 

'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. 


16 APRIL l«)( 



{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- 

"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- 

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. ^ 


{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 

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 


16 april 1962 








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. 


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 
90 r r 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 

"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- 

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." ^ 


[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. 


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. 


Oh — excuse me. 


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 




Yello. Yello? Yello! Disconnected. 

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 { 

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. Already 1 
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- 

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 

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 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. ^ 


(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 

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 


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 

AM 61 • FM 99.1 




3 0NS0R 

16 april 1962 


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 

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 




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 




Call Avery-Knodel 


'•«. ".o' ' 

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-. ^ 




16 APRIL 19f. 


{Continued from page 35) 


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 

3. Procter & Gamhle. American 
Home Products. General Motors, 
R. J. Renolds Tohacco. General 

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 

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, 


4. Kansas City, (metro pop.) ; 
Johnstown-Altoona (tv homes 
potential) ; Atlanta (tv homes 

5. Top 50 markets. $21,890; top 
100 markets, $29,605. 

6. Daytime minute. 34% ; night 
minute, 48%; 'fringe' minute, 

7. I.D.. 50%; 30. 140%; 40, 

8. Daytime, 22%; 12 weeks, 36%>. 

9. Am. 3,704; fm, 975. 

'0. (a). 13%; (b), 16%. ^ 



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. 



16 april 1962 





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 





»K>» v ^l 

Wm. * 


^Kr \~.' 

<v*> -j-nf 

( ^ 

— -~>^/~^ 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 



16 APRIL 196 


(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- 

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. 

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 


16 APRIL 1962 



Geyer. Morey, Madden & Ballard, 
Los Angeles, has picked up some 
$1.5 million worth of Max Factor 

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- 

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 

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- 

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 

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- 

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. 

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. 


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- 

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 

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. 

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 



10 APRIL 1% 



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. 





Represented by John Blair S: Company 



6 A.M. - 12 NOON 
12 NOON -6 P.M. 
6 P.M. - 12 MIDNIGHT 


Station "B" 

Station "C" 









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 




Ayery-Knodel, Inc., Exc/usive National Representative! 


16 APRIL 1961 

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


16 APRIL 1962 

Copyright I9G2 



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- 

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- 

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 


16 APRIL 1962 

Copyright 1962 




Significant news, trends, buys 
in national spot tv and radio 


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. 


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 


• 16 APRIL 1 


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 

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 

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. 


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 


16 APRIL 1962 

Cwyrliht 1962 



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 

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. 


SPONSOR • 16 APRIL 1962 








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 ! 



* Nielsen, February 1961 

SPONSOR • 16 APRIL 1962 


National Representatives 




. ' I 



they don't all 

the same... 

* * 


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. 


sponsor • 16 APRIL 1962 



{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. 


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 


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 

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." 

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. 



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. 




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 

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. !e P'« 










16 APRIL 19 


ABC TV has won the latest race for 
a primary affiliate in a two station 

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 

r alent 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. 


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. 


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. 






Represented nationally by Katz 





16 april 1962 


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. 



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 


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


Colin M. Selph 
Calif. Bank Bldg. 
9441 Wilshire Blvd. 
Beverly Hills. Calif. 
CRestview 4-2770 

work were recognized by the Coun- 

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. ^ 



• 16 APRIL 1% 





f Na 









A and B year by yea 


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. 





Isolated case? Not at all. It happens all over the country just too frequently to be called a coincidencf 



(*V Above fxr* n u . 


(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. 










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? 


111 W. 56th St., N.Y.C. 19 
212 CI 6-3476 





— <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>( 



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. 


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 l r )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 



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- 

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. ^ 


16 april 1962 



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. ^ 



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 

"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." 


16 APRIL I! 



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 is more than a member of the community . . . 

it's a member of the family. With responsible local 

programming, WOC-TV has created a loyal 

audience that responds with enthusiasm. 

Such attention carries a tremendous impact on the 2 billion 

dollar market covered by the WOC-TV signal. The average 

household spends $4,246 on retail sales 

and part of that expenditure has come about 

because they heard and saw it on WOC-TV. 

The image and impact created by WOC-TV is given impetus 

by an effective sales co-ordinating staff that establishes 

constant liaison between the advertiser and his retail outlet. 

For full information about WOC-TV, 
see your PGW Colonel . . . today! 



Exclusive National Representatives — Peters, Griffin, Woodward, Inc. 




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. 


/ Ffl&7W 

Television, Inc 


23 APRIL 1962 

40c a copy / $8 a year 




'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 





. . . 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 ^^ 


affiliated with: KXOK St. Louis • KOMA Oklahoma City • WDGY Mpls.-St. Paul • WTIX New Orleans 


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. 


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 


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. 



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 






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. 


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. 


Represented nationally by H-R 
In Minneapolis by Wayne Evans 


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 




'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 85 r r, 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. 


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 
in the booming Sacramento-Stockton market. 
These are the concrete advantages to you : 
GREAT PROGRAMMING: Aline-upof strong ABC-TV 
shows and top syndicated properties which are 
supplemented by Metropolitan Broadcasting's 
quality specials and public affairs programs. 

NEW studio facilities : The finest and most 
extensive in the area, including tape facilities 
in both our Sacramento and Stockton studios. 
superior promotion : Massive, continuing on- 
the-air, outdoor and newspaper campaigns. 
You're on solid ground when you buy kovr for 
towering results in the Sacramento Valley. 

a KOVR Channel 13 ESSST 



WKRG-TV Mobile - Pensacola 
Measures UP 


Channel 5 




on the Gulf Coast 

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

SPONSOR • 23 APRIL 1962 

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

23 April 1962 



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 

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 

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 

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) 


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 

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 

AB-PT meanwhile reported a 
first quarter decline of net op- 
erating profit from $3.4 million 
in 1961 to $3.0 million this 

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 


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 

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 

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 


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 
became v.p. 
in charge in 
1948, and v.p. 
in charge of 
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- 

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 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 

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 

Speidel will continue as an alter- 
nate-week half-hour sponsor in the 


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 

(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 

Said Hall, "KLAC is definitely not 
for sale — quite to the contrary, Hall 
Broadcasting has future plans for 
purchases itself in various other 

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 

Earlier WBC had an option to buy 
for $4.5 million which expired be- 
(Continued on page 10, col. 1) 



23 april 1962 

a statement of 



(Television in Western New England) 

by William L. Putnam 



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 

■ - -. '...- - , 


Robert M. Fenner has joined Mo- 
gul Williams & Saylor as v. p. and 
account supervisor on Griffin shoe 

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.) 


(Continued from page 8, col. 3) 

fore the FCC acted on the trans- 

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. 



(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. 


(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- 

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 

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. 

FOR JULY 1963 


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 


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 


by John E. McMillin 


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 

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 


50,000 Watts AM, 1140 KC 

200,000 Watts FM, 94.5 MC 

Richmond, Virginia 

National Representative: 


23 APRIL 1962 




One of a series of advertisements which reflects the balance, scope and diversity of NBC's program service. 



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- 

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 
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- 

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! 



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 


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 

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- 

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 


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 

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 

Sixteen major advertising compari 
ies will be on hand to host the .<' 
seniors from colleges throughout tht 

R. Steele Sherrat 
Advertising Club 
Neiv York 



23 april 196^ 


on Detroit's WJBK-TV 



rhursdays, 7 to 9 p.m. 

jO-Second Announcements Now 
\vailable in the Pick of the Pictures* 

.ooking for prime 60's with a selling punch? Here they are, 
n an all-star lineup on Detroit's Channel 2. Call your Storer 
ep now for first choice of the avails. 



Farley Granger, Ruth Roman 


John Wayne, Natalie Wood 


James Stewart, Lee J. Cobb 


Tyrone Power, Orson Welles 


Gene Tierney, Jose Ferrer 

PINKY, 1949 

Jeanne Crain, William Lundigan 


Bette Davis, Marilyn Monroe 


Alan Ladd, Veronica Lake 


Marlon Brando, Jean Peters 


Burt Lancaster 

Judy Garland, James Mason 


James Cagney, Phyllis Thaxter 

TEA FOR TWO, 1950 

Doris Day, Gordon MacRae 

Joan Crawford, Steve Cochran 
Montgomery Clift, Paul Douglas - 


Susan Hayward, Edward G. Robinson 

















STORER TELEVISION SALES, INC., representatives for all Storer television stations 






Jack Benny 

Dan Duryea 

Mickey Rooney 

Scott Brady 

Joan Fontaine 

Barbara Rush 

Lloyd Bridges 

Charles Laughton 

Jane Wyman 

Sid Caesar 

Julie London 

Keenan Wynn 

Cyd Charisse 

Lee Marvin 

Joseph Cotten 

Ricardo Montalban 


Angie Dickinson 

Tony Randall 

Many, Many More 

1st day sales to: 

WPIX New York 
KTTV Los Angeles 
WGN-TV Chicago 
WMAL-TV Washington, D.C. 
WALA-TV Mobile 
WPTA-TV Ft. Wayne 
KVOA -TV Tucson 
KLZ -TV Denver 
WXYZ-TV Detroit 



598 Madison Ave., New York 22, N. Y. 

PLaza 9-7500 and principal cities everywhere 

"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 

J9 K 

The Indian Fighter 


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. 


Interpretation and commentary 
on most significant tv /radio 
and marketing news of the week 


23 APRIL 1962 

Copyright 1962 



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 

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 


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 

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: 




Single sponsor 

21 (21%) 

13 (17%) 

Alternate week 

39 (40%) 

27 (37%) 

Three or more sponsors 

38 (39%) 


36 (46%) 


98 (100%) 

76 (100%) 




Single sponsor 

3V 2 (14%) 4 


5y 2 (22%) 

Alternate week 

51/2 (21%) I6V2 


5 (19%) 

Three or more sponsors 

16V 2 (65%) 4V2 


15 (59%) 


2514 (100%) 25 


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! 



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: 






Situation comedy 















Public affairs 











Feature films 











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: se e 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! 



"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. ■■■■■■■ 



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 




h s\ 


Flaming pages of history 

come to life! 

The sea conqueror 

who discovered 

San Francisco! 






"in the tradition of Errol Flynn." 

The world's most famous adventurer... 

swashbuckling pirate... master mariner... Queen's courtier... 

thrilling historic action, greater than fiction, now re-created for 

America's discriminating prime time 

first run audiences. Exact replica 

of Drake's flagship, The Golden Hind, 

built to his own specifications! 

Massive sets! Costly authenticity! 

Be the first to see this fresh, 

brand-new outstanding 

quality production in 

your market. Wire 

or phone collect. 


NEW YORK: PLaza 5-2100 / TORONTO: EMpire 2-1166 / SAN FRANCISCO: GLenwood 6-3240 

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 


2 3 APRIL 1962 


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. 


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 


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" 


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- 

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 testi 1 
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- 





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) 


23 april 1962 


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 




^ 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 

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- 




23 aprii. 1962 

I ing to the educated opinions in the 

"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 

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. 


23 APRIL 1962 



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 specials 1 
smacking of deep concern for the 
viewer's intellect. Robinson will em- 
phasize more live shows, more dra- 


1 (in 

Here's the up-to-date television network lineup for '62-'63 












The Jetsons 
$68,000* sc 

Dennis the 

Best Foods 
$38,000 sc 

Walt Disney's 


World of 





$110,000 an 

$83,575 w 

To Tell the 

R. J. Reynolds 
$28,000 au 

It's a Man's 

$95,000 a 

$89,875 a 


(not for net 



Brown & 

AC Spark Plug 
Block Drug 
$29,384 w 



Going 1 »« 
$147.0^ i 




$33,000** fl 

Ed Sullivan 

P. Lorillard 
$102,865 v 

I've Got a 
General Foods 

$39,149 au 

Adam's Fable 
$39,000 sc 


Car 54, Where 
Are You? 

Procter & 


$45,000 sc 


Procter & 

$43,000 w 

Lucille Ball 




$46,000 sc 

Saints & 

Miles Labs 
$93,000 a 

Hawaiian Eye 

$89,840 my 

Red Skelton 
Best Foods 
S. C. Johnson 

Philip Morris 
$115,000 c 



General Mills 

$92,307 w 


Real McCoys 





$49,915 s< 


$ 1 1 5,000 w 

Stoney Burke 
$92,550 a 

Danny Thomas 

General Foods 
$43,000 sc 


Jack Webb 

$52,000 ai 

Andy Griffith 


General Food: 

$42,000 s< 

The Price is 



P. Lorillard 


$27,000 au 

$76,000 my 

Jack Benny 

State Farm 
General Foods 
$70,000 c 

Dick Powell 




American Gas 

$97,941 my 

Our » 




Voice of 

$45,000 mi 

Candid Carrier 



Lever Brother 

$33,000 ai 



i DuPont Show 
of the Week 

$75,000 an 


Ben Casey 
$89,250 i 






$41,000 at 

Garry Moore 

S. C. Johnson 
R. J. Reynolds 
$105,000 v 



Howard K. 

News and 



Ins. SRO 

$16,500 i 

What's My 

J. B. Williams 

$34,000 a 


$24,000 a ( 

Eleventh Hour 

S K & French 
Menley & 


$31,769 a 

Bell & Howell 

Bell & Howell 
$49,000 n 

Chet Huntley 
$19,844 n 


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. 


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 


season showing new features and this season's holdovers 













;B Reports 

;C)0 r 

It: Gil lis 

K)7 s. 

H billies 


: Reynolds 

•ci 'an Dyke 
P:ter & 


12)0 sc 

U Steel 

i Steel 

10)0 an 

a mates 
re Theater 

A, strong 

»)0 an 

Adventures of 
Ozzie & 

$44,615 s 



Donna Reed 




$66,250* s 

Leave It To 

$59,575 s 

Perry Como's 

Kraft Music 


$110,000 v 

My Three 

$71,500* $ 

Mr. Smith 
Goes To 


$46,942 sc 


$55,000 s< 


Brinkley SRO 

Douglas Fir 



Plate Glass 

$30,434 ri 

Fred Astaire 

R. J. Reynolds 
; 1 34,500* an 

Mister Ed 
$31,815 s 

Perry Mason 




Sterling Drug 

$86,307 my; 

The Nurses 



Johnson & 


Brown & 


$87,884 < 


$85,090 my 


$92,000 w 

Gallant Men 

Dr. Kildare 
Singer Sewing 
Liggett & 
$39,807 a 


$79,000* s 

Men At Work 


Procter & 



$55,000* sc 









Liggett & 

Miles Labs 

77 Sunset 

$93,750 my 

no net service 


$86,307 v 

Route 66 

Philip Morris 

$95,000 a 

Fair Exchange 




$80,000 sc 


$25,000 i 


Show Time 


Miles Labs 



$236,500 > 

Circus By 


Sing Along 

With Mitch 


P. Ballantine 

R. J. Reynolds 

Buick Motors 

$102,326 mu 


$62,500* a 

Viva Judson 



Scott Paper 

Brown & 


$43.403 sc 




$54,038 mi 

Jack Paar 
P. Lorillard 
Smith Kline 
& French 
Mogen David 

$31,730 \ 

Fight of the 


$60,000 sp 

Make that 

$11,000 sp 












Brown & 

All State 

$86,171 my 

Have Gun, 
Will Travel 




$23,867 y 



Johnson & 


General Foods 

Procter & 


$93,865 w 




Quaker Oats 

Block Drug 


$92,000 a 

Joey Bishop 

P. Lorillard 
$41,000 sc 


Night at the 


Miles Labs 
Union Carbide 
Liggett & 






$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, 


23 april 1962 


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 ) 



^ 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? 



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. 



23 apkil 1962 


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- 

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- 

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- 

SPONSOR • 23 APRIL 1962 


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. 


The Keystone survey revealed two 
general areas which the broadcasters 
dislike about conventions: 1) pro- 
gram content and 2) length of the 

Their remarks on program con- 
tent: "Not enough informative semi- 
nars"; "dull speeches"; "not enough 
vital sessions"; "long, unbroken ses- 

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." ^ 




^ 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- 

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 


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 

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- 


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- 

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 

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 

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 

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) 


23 april 1962 




^ 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 



23 april 1962 


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 

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 


23 april 1962 



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 to 

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- 

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) 



23 April 1962 



■ 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- 

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 

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 

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 

"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 

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) 


23 april 1962 


$ $ $ $ $ 

Cash Register Sales 





in Kansas City 


K.C.'s Modern Sound 


Sound Selling 

Irv Schwartz 
V.P. and Cen'l. Mgr. 

Media peo\ 

what they are da 

and sai 


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 

(Please turn to page 48) 



23 april 196: 



Type BC-10A 



44 inches 


I6/2 inches 


10 inches 



31 inches 


68 pounds 




15,000 cycles 


cps + 2 db 

Output Leve 


+ 6 VU 

You'll find everything for handling remote programs in this handy unit! Includes 
two 3-speed 12-inch turntables with transistorized amplifiers and solid-state power 
supply. Frequency response is excellent from 70 to 15,000 cycles. Distortion is 
less than 3 per cent. 

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- 
cast and Television Equipment, Dept. GD-264, Building 15-5, Camden, N.J.— 
for full information. 

The Most Trusted Name in Radio 








gr ec 

in his own, wonderful network 

available for the 


tntt* 6 

<OflC e 


T>i> e 


tHA^ J 

pai l ; 



aU * 

alV- tWft , e f Ke lW 



136 EAST 57th STREET, NEW YORK CITY, PLaza 2-3210 


\ V ** ^ 

I „ t . S OH TOEIW* * W 






The THIRD MAN is back! 

In a NEW series 

More EXCITING than ever 




Proved with 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 

S ARB-Nielsen 

call NTA 

for availabilties 

of these 38 
new productions 


New York, Now York 

10 Columbus Circle JU 2-7300 
Chicago, Illinois 

612 N. Michigan Ave. Ml 2-5561 
Beverly Hills, California 

8530 Wilshire Blvd. OL 5-7701 
St. Louis, Missouri 

915 Olive St. CE 1-6056 


^^^ ^^^P ^^t l^fl : V _ ^^t (Confirmed P'igM 


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 
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.''' ^ 



23 april 1962 

Capsule case histories of successful 
local and regional television campaigns 



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 
c a 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 


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 


23 APRIL 1962 


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 


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 



[Continued from page 3\) 
criticism on the creative level is ad- 

""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- 


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 

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. 





■ 1 1 


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. 



23 april 1962 


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 

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. ^ 


(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 


[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 


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 




SAN FRANCISCO kfrcamfm WASHINGTON, D. C. wgmsamfm 




SPONSOR • 23 APRIL 1962 


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 



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. 




A R B 



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. 



•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- 

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 

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 




,.Ko. Nov-Dei '01. II. 

SPONSOR • 23 APRIL 1962 





Fastest growing 
marhet in Florida 

Nat. Mkt. 




















Florida's Channel 2 


Covers more of Florida than 
any other TV Station 


Commercial commentary i Com. from P . 13) 


jor n»i 


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 

■ P e 
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. 






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. 
; 7 CC 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. 


The Katz Agency, National Representatives 


23 april 1962 



* 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. 


ONTARIO. ©1962, 3H CO. 

he plaio design are re<-,,stfred 
Minnesota minin ■ & manufac 
0aul i minnesota export 99 
in canada london 

magnetic Products Division 




SPONSOR • 23 APRIL 1962 


23 APRIL 1962 

Copyrloht 1MB 



Whafs happening in U. S. Government 
that affects sponsors, agencies, stations 


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 

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 


Significant news, trends, buys 
in national spot tv and radio 


23 APRIL 1962 
CwyriiM imi 



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. 


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 


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- 

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- 

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. 


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 

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 

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- 

ysor • 23 APRIL 1962 


23 APRIL 1962 

CwyrliM IM1 




A round-up of trade 
trends and tips for admen 


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. 



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. 


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< 

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 



eeney I 


I* Ellis 

Hays a 

o Atr>» 

„"i-oft Ktiey :- 

•» Junction Oty ! 


1 b Alta Vista Eskridg« 


• ~.jfi I— 7T o ' Ma. quelle 

<~ia/iin i g ush . on Geneseo ' 

I RICE I ^ PH "S0N Canton| 

oreat D Elrinwood. Chase ° I Galva . Hillsboro 

Bend / • o o Littlei a 

|_oPajvnee/ock_ ' L * ons Rlve t M cPherson 

"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 




• Halstead | Wh ,, e 

S. Hutchinson | r , ,f 

1 Sedgwick i 

Haven o l^sEDGwTCK "~ va ||ey~l 
Prett • ' H ° Pe ° Cen,er I 

° Reading 




°Pra,e WlChl'td 

Oil Hill 




no iMulUnvM* HaV " and ! 


o o Kingman i o P | ain 

Cunningham i>>. 

M ICheney 

I / I 

* i Clearwater o Mulyrfne . o Douglsfc 

Norwich o ' 7~~* — ' T . 

' SUMNER R«f1e Piame ' COWLEY 

no ^^"^ o | _/<$ Burden 

magpfb"- — ^nnnr a Sennas i °Uda; 


J Hardtnef o 

Kiowa | 

j L 


Harper | oArgonia 





South Haven t 

a Winfield 


^Arkansas City 


Hamilton o V' r 9 



Severy o 










• Cedar Vale ° oPe 


»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! 



Nielsen, February 1961 


National Representatives 


'ONSOR • 23 APRIL 1962 







. fact faot^W 

* f* ™ct fac t r *c t 
^t "S V* St f act r£* *£?* fact fact 
; fact fact fact f ac faC t * t f"^ t fact r * r^ fact fact 
fact fact fact fact t I t f»" t <V t rac t fact 

fact fact fact fact * t f t fact f ^ae t f ^ r<lct ^ 

fact fact fact fact t ^t f» t fact jr*^ fact fac t 

t fact fact fact fact > » t 1 *e t f ^» ct 

et fact fact fact J f »C r l f8 ct f £ ct fact^ %/ *ct f, < 
fact fact fact fact **\&* &\\ fact f^* ^ t ^ *» 

fact fact fact *****# ff* t JJ fact fa ct f ^t k^ c * f: 

b fact fact fact ^^f**S *£ t f act fact *£** f ** * 
'act fact fact fact f»f t t** t t** t fact fact ^ **ct 
it fact fact »e* f! fact *%t ^ fftC t fact facT**- 
it fact fact '"f ' a fftC t «f *!• J*! fact *£*•«* *£* 
. fact fact f*ct <f*£f»ct £t f»f fact fact £c t *^ 
..-♦ fact fact fact fac* t f»* fftC t fftC t fact fact ac 

ct fact fact fact X fftC t I t fac 

fact fact fact fact fac* faC t I 
t fact fact fact fact fac 

Rudderless in the race for ratings and readership? V< 
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 




(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. 


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 



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- 

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. 

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 


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 


23 april 1962 


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- 

Top brass moves: Robert R. Burton 
to executive vice president and gen- 
eral manager of the Chicago office 
of Campbell-Mithun. 


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 


PULSE UP 50% t bu r !p n l e e s d s ! 

? 1 11 ST 01 T 

Forward <S upward 




l h 

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 





CALIF. » HO 2-7271 


XXX x xxxxxxxxx xxx 



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. 


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. 



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. 

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 

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 

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 

Wheeling wtrf-tv 
COST OF LIVING may be high but it's sure 
worth it 1 

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 

Wheeling wtrf-tv 
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 

wtrf-tv Wheeling 
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! 




23 APRIL 1962 



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- 

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. 


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 

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 

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). 


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 

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 

George R. Swearingen has opened 
his own rep firm in Atlanta to han- 
dle selected Southern radio and tv 

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 

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- 


Stan Freberg will talk on "Art for 
the Sake of Money" (or "Award win- 



23 april 1962 

ners do move merchandise") at the 
i 4 May American TV Commercials 
Festival at New York's Waldorf 

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 

• 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. 


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. ^ 


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. 



An important shipping and rail center is serv- 
iced by this fulltime property. Downpayment of 
29% and balance on terms. 



JBLiVCIiB UIv!N & Company, Inc. 



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 


23 april 1962 


facts you 
should know 




\V I \A s new tower i-> the tallest 
in Alabama . . . it stands 1209 
Eeel above the ground; 1549 feet 
above sea level. 


Operating on Channel 4 with 
100,000 w.uis WTVY serves ap- 
proximately 200,000 television 


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 


W I \'Y <anics the best of CBS 
and ABC programming, plus 
main popular 1<« al lealm es. 



Call: THE MEEKER CO., National 
ATIVES, Southern Reps phone 873- 
5918, Atlanta; or F. E. BUSBY at 
SY 2-3195. 

I m # ^s W^ 

L _ c 



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. 



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- 

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. ^ 


23 april 1962 



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. 



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 


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 


23 m'kil 1902 

KRON is 




«S^ TX4*lc2JCUZ*CS &*** So&L an K£oM~T)/ 


Has been FIRST 
70% of the time 

Source: ARB Reports 


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. 


...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 




Represented by H-R Television, Inc. 


Ap * 3 1962 

30 APRIL 1962 

40c a copy / $8 a year 



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 



covering nearly 6,000,000 people 
throughout th^ mountain states, 


Radio Division 

Edward I Petry & I Co., Inc. 

The Original Station 







m it 




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 

















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. 


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 

the Original St 



30 APRIL 1962 





'The Twin Cities' Only 
Traffic Report Broadcast 
from the Air! 




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! 


5.000 WATTS around the clock • 1330 kc 


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 




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- 

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 

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. 


♦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 



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 

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 

• False or misleading statements 
or exaggerations, visual or verbal. 

• Testimonials which do not re- 
flect the real choice of a competent 

• Comparisons which unfairly dis- 
parage a competitive product or 

• 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) 


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- 

Greater demand increases volume, 
lowers unit cost, creates jobs, and 
reduces operation costs, he said. 


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. 


30 april 1962 

SP0NS0R-WEEK/30 April 1962 


4 A's ELECT 

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- 
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 

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 (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 

The dispute partly concerns sec- 
ondary sponsor boycotts. 


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. 


\ 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. 



30 APRIL 1%2 

SP0NS0R-WEEK/30 April 1962 

sj i- 



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: 


E. I. du Pont 
Turtle Wax 


Bristol-Myers/ Grove 


Lever Bros. 



Vick Chemical 

Ross Products 



1 Food: 


"7" Wax Wash 

Vista Auto Metal Spray Polish 

Chrome Bumper Wax 

*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 

Dietary Aids: 

Baxter Labs. 

Borden Co. 

Carnation Co. 

Mead Johnson 



Armstrong Cork 


General Foods 

S. C. Johnson 








Curley Co. 

Lanolin Plus 

Schick Safety Razor 

Sea Breeze 


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 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 

The report found the commission 
unequipped to meet its objects and 
sadly lacking in appropriations to 
meet manpower and equipment 

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. 


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. 


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- 


(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 

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 

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, 


More SPONSOR-WEEK continued on page 52 


SPECIAL EFFECTS.To take the best of broadcasting and turn it into 
a climbing sales chart, that's the operating philosophy behind METRO 
BROADCAST SALES, the nation's new, quality Station Representative. 
To produce these striking effects, METRO BROADCAST SALES: repre- 
sents a limited number of selected stations in major markets... offers 
you complete, in-depth cove rage... and employs experienced sales- 
men to meet your every need. 


HEW YORK: PL 2-S12S; PHILADELPHIA: LOS<a»00;CHICAOOl4fl7*«340;ST.LOUIS: MAI <4 900; DETROIT: tT3-t«00; LOS ANGELES:1S5- 14 34; SAN FRANCISCO: DO >• 1949 










Charleston, W. Va. 







Columbia, Mo. 

Columbus, 0. 



El Paso 



Ft. Myers 

Ft. Wayne 


Grand Junction 

Great Falls 

Green Bay 

Greenville, S. C. 



Idaho Falls 


La Crosse 



Los Angeles 










New Orleans 

New York City 



Portland, Me. 

Portland, Ore. 

Rapid City 


St. Louis 

Salt Lake City 

San Antonio 

San Francisco 


South Bend 



Twin Falls 

Washington, D. C. 

Wichita Falls 


Winston- Salem 









































































P.M. Raymer 


































Adv. Time Sis. 











Adv. Time Sis. 


H, R, &P 

CBS Spot Sis. 


H, R, & P 
















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! 








IVk ^5 2li 59s Madis ° n Ave - New Y ° rk 22 < n - y - 

tv film syndication PLaza 9-7500 and principal cities everywhere 
Produced by Latimer Productions with Revue Studios facilities 





And howl 
















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 



AM 1 1 00 

FM 98 3 

„i umce c 

JOSEPH A LINN I iec. v,<< 

by Joe Csida 

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 

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- 



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. 


is happy with its 
new Southeastern rep' 


1142 W. Peachtree St., NW 
Phone 873-5918 

E. L. (Lanny) Finch, Mgr. 


Dothan, Alabama 

Nat. Reps: The Meeker Co. 

F. E. Busby: Exec. Vice-Pres. 
Phone SY 2-3195 


30 april 1962 


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- 

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 

Alice Koch 
055'/. to gen. mgr. 
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 


Decatur. III. 

On nomenclature 

Just a note to bring vou up to date 

on the nomenclature of our client. 

I nion Carbide Consumer Products 


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. 



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 

"Thought you might like to see a 
picture of the portfolio." 

Murray Gross 
dir. of advtg. 





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 


and buying 


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 

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. 




Represented by Edward Petry & Co., Inc. 


30 april 1962 


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 


30 APRIL 1962 

Copyright 1902 



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. 


30 apkil 1962 


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 

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* 

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- 

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 






















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 

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. 


30 april 1962 


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 





(March 1962) 

Average Homes Reached 
Mon. thru Sun. 6:30-10 PM 


B 42,300 

C 46,100 




James S. Dug an 
Sales Dir. 


National Representatives 

PONSOR • 30 APRIL 1962 


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 

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. 

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. 


KING, AM, FM, TV, Seattle/ KGW, AM, TV, Portland 
KREM, AM, FM, TV, Spokane 









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 


"the station that keeps people in mind" 

♦Trendex, Washington, D. C. Study, Nov. 1961 
Represented nationally by John Blair & Go. 





30 april 1962 


3 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 


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 

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 



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 


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 

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 

• 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 




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 

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 

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 

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 

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 


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 
ma rk eti n g approach, all major me- 
dia vehicles that are logical possibili- 

- for the campaign are lifted, i.e.. 
pnhl Jc ario n s, 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 












8:00 PM 
87th Precinct 
Surfslde 6 























8:00 PM 

87th Precinct 








Surfside 6 























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 


30 april 1962 


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) 



^ 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- 

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- 

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. 


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 


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- 

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' 


30 april 1962 


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 

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 




s Hi™ 


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 Pajama v 
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) 




30 april 1962 

Part one of a two part series 



* 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 

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- 


30 april 1962 


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 

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 



30 april 1962 





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 

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) 


30 april 1962 


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 


^ 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 


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. 



:;n ipril L962 


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- 

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- 

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- 

"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 


30 april 1962 



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) 



30 april 1962 


^ 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 70 r /£ 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: 
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" 


30 april 1962 


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. ^ 


^ 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 


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- 

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- 

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 

Beach feels that this particular 



30 april 1962 


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 

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) 


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 



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. 


TV, Pittsburgh; WJZ-TV, Baltimore; KYW, KYW- 
TV, Cleveland; WOWO, Fort Wayne; WIND, 
Chicago; KEX, Portland; KPIX, San Francisco. 


30 april 1962 



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. 


DAYTON . . . Ohio's 
3rd Largest Market 

Media people 

what they are doin, 

and savin 


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) 



30 april 1962 








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, 

1962 American 

TV Commercials 

Festival and Forum 

// allace A. Ross, Director 

40 East 49th Street 

New York 17 — EL 5-5877 





30 april 1962 



nTO 1 ^ 

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. 



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 


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 \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. 


N. Joe Rahall, President 
Represented nationally by: 
Philadelphia Representative: 
Paul O'Brien, 
1713 Spruce St., Phila., Pa. 


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!" 



30 LPRIL 1%2 


[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" 

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- 

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- 

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- 

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 

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 


Albany • Schenectady 
• Troy 

. John Blair & C 


i fieo. P. Hollingbery C< 
• Kettell-Carter, Inc. 


New Haven, Conn. 


30 APRIL 1962 


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 

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. ^ 


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 

\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- 

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 

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- 

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 



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