Skip to main content

Full text of "Sponsor"

See other formats

4M0ML mwum w«* 


Digitized by the Internet Archive 

in 2013 


2 1962 




2 JULY 1962— 40c a copy / $8 a year 

— What went on be- 
hind the scenes after 
the lid blew off product 
protection P 27 

— How Eastern cuts 
confusion by giving 
passengers flight news 
via radio p 34 

■rfcfc" M> Mm 

> is your market, 


delivers the sales impact 
of personalities, the inside 
coverage of 1 1 6 stations, 
plus cost efficiency • • • 





Want to see a dazzling affirmation of Western art ? 

New Wing of Buffalo's Albright- Knox Art Gallery 


Buffalo is alive, alert, artistic — in Culture as in Commerce. 

An example: More than 250,000 visited the new $2,000,000 con- 
temporary addition to the Albright-Knox Gallery in a recent 
three-month period. World art leaders came to see one of the finest 
collections of contemporary art. This addition to the traditional 
gallery now ranks Buffalo with New York, London and Amsterdam 
as an art center. 

Buffalo accepts the new while retaining a loyal appreciation of the 
old. To reach this progressive cultural and industrial community, 
use the quality image and quality programming on WBEN-TV. Sell- 
ing is an art that comes easy — when you advertise on WBEN-TV. 

National Representatives: Harrington, Righter and Parsons, Inc. 


an affiliate of WBEN- AM-FM 
The Buffalo Evening News Stations 


CBS in Buffalo 







May 1. IC ">- 

= CaskeV 
Mr . WiU.a- c % resvdent 

» U r i l D ta St "--vWan.a 

Bro adcasnng ComP po „ er , hav 

tribute to *• " dl ° 

nbute w — 

Ion*. l° n 8 time ' ^hich ran on the 

.. Airlines whicn QOC 

Yo » certainly have t~o po 

to selling 

Sl ncereW yo"»- £ 


,., , NN MADOONHilD N J 


WPEN-WPEN-FM account for $80,000 
sale in unusual radio promotion 

As Mr. Sena says in his letter, "you 
certainly have two powerful radio sta- 
tions when it comes to selling." 

Whether you're selling a product off the 
shelf or an airflight trip to Hawaii, if 
you're thinking of selling Philadelphia, 
start where the selling is easy. To smart 
buyers, that could only mean WPEN 
and WPEN-FM. 

The Station of Personalities 

T.Ti — 


Represented nationally by Gill Perna, Inc. 


2 july 1962 


gets to the hearts of 
Wisconsin viewers! 

New audience for DAIRYLAND 
JUBILEE (Sat. 7:30 to 8 p.m.). 
Now the highest rated local variety 
show in this market ( ARB or Niel- 

■^ ALSO: New audience for the 

;tt 10 p.m. Mori, thru Fri. Up 12% 
(ARB March '62) 

^ PLUS: Additional new audi- 
ences for SEVEN ARTS' Warner 
I eat tires and COLUMBIA POST- 
48's . . . and exclusive Milwaukee 
Braves baseball. 

Whethei it's variety, news or top 
film product, WKOW-TV is first 
in favor. 1 imebuyers, be sure to 
check all three— ARB. Nielsen and 
your Young TV man— for the cur- 
renl Wisconsin South Central mar- 
ket story. 



Ben Hovel. Cen. Sales Mgr. 
Larry Bentson, Prcs., )oe Floyd, Vicc-Prcs. 
Tony Moe. Exec. Vice-Pres. 6 Cen. Mgr. 


Mali ontim ni Broadcasting Group 

WKOW-AM and TV Madison • KELO-LAND TV 
and RADIO Sioux Falls. S. D • WLOL-AM. 
FM Minncapolis-St. Paul • KSO Des Moines 

i Vol. I". Vo. 2? • 2 JULY 1962 




Product protection — sense or nonsense? 
27 sponsor reveals the complex story-behind-the-storj of the Westinghouse- 

Ted Bates dispute, and how the entire industrj was pushed into the act 

U. S. producers win abroad 

30 Robert Lawrence Productions is lir-t American firm to win Venice Cup. 
MPO produces Grand Prize winner. I>ut few Americans on hand to watch 

Pair the station and transmitter site 

32 Few stations have transmitters sitting along side their -tudios. in fact. 
some are in different states; see if you can pair these stations on sight 

How 'Flite Facts' took shape 

34 Eastern Air Lines" massive radio campaign informing customers of flight 
operations involved a lot of work, especially for FRC&H's timebuyer 

Why buyers become sellers 

36 Low down on why agency-trained personnel switch to rep firms. "Agencj 
experience helpful but rep selling is more challenging and pays better" 

The renaissance in radio 
40 The lA's president prescribes methods for hastening radio's rebirth 
and analyzes some of the obstacles to growth now in medium's path 

Why prime time '20s' are such an outstanding tv buy 

42 ^ aloes to the advertisers of night network 20-second chainbreaks evolve 
from spot tv presentation prepared for the CBS Television Stations 

NEWS: Sponsor-Week 7. Sponsor-Scope 19. Sponsor-Week Wrap-l p 50. 
Washington Week 55. Spot-Scope 56. Sponsor Hears 58. Tv and Radio 
Newsmaker- 64 

DEPARTMENTS: Commercial Commentarj 14. 555/5th 24. 
Timebuyer's Corner 45. Seller's Viewpoint 65. Sponsor Speaks 66. Ten-Second 
Spot- 66 

Officers: Xorman R. Glenn, president and publisher: Bernard Plan, ex- 
ecutive vice president; Elaine Couper Glenn, secretary-treasurer. 

Editorial: editor, John E. McMillin; news editor, Ben Bodec; senior editor, 
Jo Ranson; Chicago manager. Given Smart; assistant news editor, Heyward 
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth i 
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor. Jack Ansell. colum- 
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Loie. 
editorial research, Mrs. Carole Ferster; special projects editor, David Wisely. 

Advertising: general sales manager, Wiltard I.. Dougherty; southern sales 
manager, Herbert 1/. Martin. Jr.; western -air- manager, George (',. Dietrich. 
Jr.: northeast sales manager, Edward J. Connor; production manager, Leonice 
K. Wertz. 

Circulation: circulation manager. Jack Rayman; John J. Kelly, Mrs. 
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkoj. 

Administrative: business manager, C. H. Barrie; bookkeeper, Mrs, Syd 
Cullman; secretary to the publisher, Charles Nash; George Becker, Michael 
( im i a. Patricia I. Hergula, Vlrs. Manuela San tall a; readei service, Mrs. 

{.entire Roland. 

C 1962 SPONSOR Publications Inc. 

SPONSOR PUBLICATIONS INC combined with TV. Executive. Editorial. Circulation, and 
Advertising Offices: 555 Fifth Av . New York 17. MUrray Hill 7-8080. Chicago Offices: 612 
N. Michigan Av. ill). 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfax 
2-6528. Los Angeles Office: 6912 Hollywood Blvd. < 28 < . HOItywood 4-8089 Printing Of- 
fice: 3110 Elm Av.. Baltimore 11, Md Subscriptions: U S. $8 a year. Canada $9 a year. 
Other countries $1 1 a year. Single copies 40c. Printed U.S.A. Published weekly. Second 
class postage paid at Baltimore. Md. 


2 .it \\ 1 ( >()2 

to 6 of America's Top 10 Markets 

Fast reaction is common reaction with RKO General audiences. 

Their built-in loyalty to these strong stations, and their belief 

in the dependability of RKO General advertisers mean that you 

need less time to introduce a service, build a brand, make a sale. 

You sell fast on RKO General stations because you sell 

in 6 of the top 10 markets, plus one of the South's 

richest areas. You reach areas populated by 

67 million consumers. 

You sell fast because adult programming 

and a sense of community responsibility 

have helped make RKO General the largest, 

most powerful independent broadcast chain 

in the country. 

Get the details on reaching the RKO General target markets, 
fast and efficiently. Talk to your local RKO General Station or 
the RKO National Sales Division man. 

New York: Time & Life Building, LOngacre 4-8000 
Chicago: The Tribune Tower, 644-2470 
Hollywood: 5515 Melrose, Hollywood 2-2133 
San Francisco: 415 Bush St., YUkon 2-9200 
Detroit: Guardian Bldg., WOodward 1-7200 
Atlanta: 1182 W. Peachtree N.W., TR 5-9539 
Dallas: 2533 McKinney St., Riverside 2-5148 
Denver: 1150 Delaware St., TAbor 5-7585 



SAN FRANCISCO kfrc-am fm 





WASHINGTON, D.C. wgms-am fm 


2 jii.Y 1962 

W ft w, 

,rom Me Ralph d 

WGAL-TV history reads like a Horatio Alger book. It is a story of years of success- 
ful striving, pioneering, and conscientious endeavoring to serve all listeners in the 
many cities and communities throughout its region. In this multi-city market, adver- 
tisers find an interesting success story. WGAL-TV delivers a vast and loyal audience 
because it is far and away the favorite of viewers throughout its coverage area. 




Clair McCollough, Pres. 

rttenftlve: Th» MEEKER Company. Inc. N«w York • Chicago • Loa Ang»i«s • San Franclsce 

CER Comp 

sponsor • 2 .11 \.\ 1962 

2 July 1962 

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



WBC to notify advertisers if less than 15 minutes 
protection applies; Bates memo terms move a victory 

WBC last week issued a statement 
to implement its product protection 
policy of 1 May 1962 — the very state- 
ment that touched off an industry 

In a nutshell, WBC will notify ad- 
vertisers who request 15 minutes 
protection of locations in which this 
minimum will not be met. Then the 
advertiser can change brands, switch 
the location — or stand pat knowing 
the protection is less than what 
he'd like. 

The WBC statement produced an 
immediate internal memo at Ted 
Bates, terming the WBC clarification 
a victory for its side. 

Actually, the WBC implementation 
appears on the surface to be a reply 
to a demand made by Lee Rich of 
B&B (see SPONSOR-WEEK, 11 June, 
p. 7) that the agency wouldn't pay 
for spots unknowingly — and "un- 
knowingly" is a crux of the matter 
— place with less than 15 minutes of 

WBC described the statement as 
a clarification, not a policy change. 

The statement was entitled: "The 
Procedure for Implementation of the 
WBC May 1, 1962 Protection Policy." 

It read: "Whenever a local or na- 
tional spot advertiser indicates that 
he wishes to buy only in those loca- 
tions where his commercial is sep- 
arated from a competitive commer- 
cial by 15 minutes and station has 
sufficient advance notice (given to 

it by the network where it is in- 
volved), or subsequent to his buy- 
ing the schedule station is informed 
that his commercial will be within 
15 minutes of a competitive product 
it will be station practice to do the 

"1) Advise the advertiser of the 

"2) Afford him the following al- 
"a. Remain in the present loca- 
"b. Permit the advertiser to sub- 
stitute a different product of 
his for the commercial in- 
"c. Move the announcement to 
another available location, at 
the applicable rate." 


John Henry Faulk, former radio 
and tv performer, won compensatory 
and punitive damages to the extent 
of $3.5 million against three defend- 
ants, Aware, Inc., Vincent W. Hart- 
nett, and the late Laurence A. John- 

Faulk argued he had been dis- 
missed by CBS in 1956 because an 
Aware bulletin falsely labeled him a 
"Communist sympathizer." 

The award was believed to be the 
largest ever made in a libel suit. 

KTTV to rep itself 

Los Angeles: 

KTTV. Los \ngeles, will 
represent itself across the na- 
tion by expanding its New ^ ork 
and Chicago sales offices and b\ 
opening an office in San Fran- 
cisco bv 1 October, station 
president Robert \Y. Breckner 
announced last week. 

Breckner emphasised that the 
L2-year relation with Blair-TN 
was not being severed through 
an) fault of the rep. "KTTV 
still considers the Blair organi- 
zation the best in the field, 
said Breckner. "This move i- 
predicated on changing philos- 
ophies and systems, plu- tin- 
unique marketing patterns and 
problems of the volatile Los 
V.ngeles market, rather than 
dissatisfaction with Blair-TV. 

Blair-TY took KTTV's de- 
parture with equanimity, since 
the station's special problems 
entailed unusual extra man- 
power expense to the rep. 

It'~ estimated that the switch 
involved some SI million in an- 
nual billings. 


TvB's special Committee on Televi- 
sion Research Standards and Prac- 
tices has reported that demographic 
information is needed but failed to 
agree how it should be provided. 

The interim report was based on 
a survey of agency needs. The dead- 
lock arose on the question of what 
(Continued on page 10, col. 3) 


2 july 1962 

SP0NS0R-WEEK/2 July 1962 

r ■ • . - -^-,\ /, v;.;- 


AHP's Dristan cold tablets has 
gone to Esty with its $5 million ac- 

However, several related Whitehall 
products bearing the Dristan brand 
label are staying at Tatham-Laird, 
whence the cold tablet account 
came. These are liquids and sprays. 
(Esty already has the Pertussin 
liquid remedies belonging to Chese- 

For Esty the new account equals 
in size the $5 million Nescafe ac- 
count lost to McCann-Erickson a 
few months ago. 

H-R names 2 managers 

H-R has named John T. Bradley as 
Eastern tv 
sales manager 
and Grant 
Smith as Mid- 
west e r n tv 
sales man- 

who was Mid- 
John T. Bradley western tv 
sales manager for the past four 
years, assumes his new duties in 
New York 9 July. He has been with 
H-R since 1953 and was San Fran- 
cisco tv sales manager. Earlier, he 
was with KHJ-TV and Don Lee Tele- 
vision in Los Angeles and San Fran- 

Smith, who succeeds Bradley in 
the Chicago 
office, has 
been an H-R 
account ex- 
ecutive for the 
past five 
years. Earlier, 
he was with 
Presba, Fel- 
lers & Presba 
in Chicago as timebuyer, media di- 
rector, and account executive. 

MGM into live tv 

1 he diversification efforts of 
t\ companies continued last 
week as MGM-TV. the video 
aim of the motion picture pro- 
ducer, revealed it would enter 
the live and tape fields. 

MGM-TV signed an agree- 
ment with Steve Carlin's Argosy 
Productions to co-produce live 
and tape tv shows. 

The MGM move is not 
unique. In recent seasons other 
tv film houses, such as Screen 
Gems, a Columbia Pictures sub- 
sidiary, have moved into the 
live area. 

Meanwhile t\ film companies 
which are not off-shoots of mo- 
tion picture companies have 
heen spilling back into the 
older medium: MCA. Seven 
Arts, and Filmways are three 
companies of this tvpe. 

Grant Smith 



There's an upbeat ahead for color 
in 1962-63. according to statements 
made by officials of NBC TV and ABC 
TV last week. 

Don Durgin, v.p., NBC TV sales, 
told the National Association of 
Music Merchants in New York that 
NBC TV will program 2,000 hours in 
color next season. This 1962-63 figure 
is equal to more than eight years of 
theatrical color production. 

Durgin said 68% of NBC's TV's 
nighttime schedule will be in color 
next season, compared to 57% this 
season and 41% last season. 

Alfred R. Schneider, v.p. and assist- 
ant to the executive v.p. of ABC, men- 
tioned that the ABC TV o&o's would 
increase color programing, speaking 
before an EIA symposium in New 

He said that the five o&o's and 27 
other stations have agreed to trans- 

(Continued on page 50. col. 1) 



Washington, D. C: 

The FTC last week held up cases 
involving advertising by four pain- 
killers in order to undertake an in- 
vestigation of the entire analgesic 

Cases have been placed on sus- 
pense involving AHP's Anacin, B-M's 
Bufferin and Excedrin, Plough's St. 
Joseph Aspirin, and Sterling Drug's 
Bayer Aspirin. 

The purpose of the suspense is to 
put all analgesic advertisers on the 
same basis so that all competitors 
can be examined. 

Pilkington Report in 
on BBC and comm'l tv 


The Pilkington Report, awaited for 
two years, was released here last 
week. The report, covering British 
tv and radio services, recommends 
a second channel for the non-com- 
mercial BBC and proposes a drastic 
reorganization of the commercial In- 
dependent Television Authority. 

The report termed commercial tv 
programing in Britain "trivial" and 
called for "an organic change of 
function" within the ITA. It is pro- 
posed that the ITA take over much 
of the program planning and selling 
now done by four major 11 minor 
programing companies. It is also 
proposed that surplus profits of the 
ITA would be taxed away. 

The report recommended a second 
BBC television channel, local BBC 
radio service, the introduction of 
color tv, acceptance of the 624 line 
standard instead of 405, increased 
hours of broadcast service, and high- 
er household license fees. 

The committee rejected arguments 
for both a quota on tv imports and 
the introduction of pay tv. 

Although the committee was com- 
missioned by the British Govern- 
ment, it's findings will not neces- 
sarily become official policy. 



_> juitf L962 






in '-itvidu 

Effective immediately ...w.i ah. owned 

and operated by The outlet company. 

nhode island's laryest department store. 

proudly announces the appointment of 

u-n nepresentatives. incus 

exclusive national representatives 

1 1 n u-n # ;v#- i>l t iv s r. t tio\ 

e is for «'iif ertu iimirnl 

sponsor • •■■• 2-jri.v 1 ( )(>2 

SPONSOR-WEEK 2 July 1962 


Looks like air media has become 
the breeding place for top-bracket 
executives in other fields of commu- 
nications entertainment. 

An outstanding case in point at 
the moment is the appointment — so 
it appeared at presstime — of Joe 
Culligan to the presidency of the 
Curtis Publishing empire. 

Culligan, 43, at McCann-Erickson, 
is one of the most colorful person- 
alities spawned by the neo-radio 
era. He made quite a dent on the 
business with drive and imagination. 

Another air-media-nurtured figure 
(also in his 40's being mentioned 
for transplant to another climb is 
CBS TV president James Aubrey. 
The new spot: the presidency of 
20th Century Fox. 

CBS public attitude study 
on tv to be published 

CBS' Frank Stanton announced 
last week the completion of the first 
comprehensive study of public atti- 
tudes towards tv. 

The study was done through a CBS 
grant by the Bureau of Applied So- 
cial Research of Columbia Univer- 
sity and will be published in regular 
book form. 

The study inquired as to tv's role 
in the recreational lives of people, 
how they feel about the job tv is 
doing, how they react to different 
types of programs and commercials, 
segments of the "viewing public," 
and how people feel about tv com- 
pared with their actual use of the 

Publication plans of the book will 
be announced shortly. 

IPIIIIIIIIIIIIillllllil :'ll!lllllilllll!illllll1llllllll!!!lll!lllllllll!!illlllllllllllllii'IN 


£■«. & 

New channel 9 in Syracuse, WNYS-TV, appoints PGW 

WNYS-TV. owned l>\ Channel 9, Syracuse, has appointed Peters. 
Griffin, Woodward as it- exclusive national station representatives. 
\l)o\e. left to right, standing are Charles Kinney, t\ v.p. and Lloyd 
Griffiin, president -t\ . Iiotli PGW. and Henr\ T. Wilcox, a director of 
Channel 9; seated are William Grumbles, station general manager, 
\-lni Markson, station president, and II. Preston Peters, president 
of P(;\\ Station will be \BC T\ affiliate on the air 9 September. 


TvB demographic data 

(Continued from page 7, col. 3) 
kind of information should be soughl 
and what form it should take. 

Corinthian's Don. L. Kearney was 
head of the special committee to 
look into computer usage to provide 
more media data. 

In interviews with ten leading 
agencies, it was discovered that three 
planned to use computers and in- 
tended to seek demographic data, 
two planned to use computers bu 
had no specific plans, and five hal 
no definite plans. 

The committee made a set of fivi 
recommendations. First, there is a 
agreement that more local dem< 
graphic data is needed. But there | 
no common denominator on wh« 
kind of data to get. The committe 
found other media are not hastei 
ing to provide comparable loci 
demographic data. 

Second, the committee found th 
considerable further study would I 
needed before agreement could I 
reached on just what data should 

Third, because products have va 
ing market profiles, either fine brei 
downs should be published, asse 
bled as needed from research 
ports, or information as nee 
should be available on special orj 
from the research company. 

Fourth, it is recommended 
research companies pay special 
tention to sample quality and sta 
ity. Larger or more balanced 
pies would result in greater cc 
dence as successive reports accu 
late. However, agencies do no 
quire audience characteristics 
as often as ratings. Twice a 
would appear to be sufficient. 

Fifth, it is recommended thali 
the time being additiona 
graphic information be availabli 
separate reports at extra cost 
vertisers, agencies, and station 
special use. Thus the cost of 
ent research reports would n 

. u 



More SPONSOR-WEEK continued on pagel 

Syracuse 9 

number one 

i title pe ik/c ii I station 

far the past 
year . . . 



by proudly announeiny the 

appointment of 11-n Representatives*!!***. 

as exclusive national representatives 

effective immediately. 

SPONSOR • 2 JULY 1962 


In Chicago 


SPONSOR • 2 JULY 1962 

. . . the Chicago Zoological Park, popularly known 
as Brookheld Zoo, contains one of the world's best 
collections of mammals, birds, reptiles and amphibians. 
Its most recent innovation, the Seven Seas Panorama, 
is the only inland, indoor porpoise exhibit in the world I 

In Chicago 



reaches more homes* and cars** than 
any other Chicago radio station! 

"NSI— Feb. & Mar.. 1962 

*Chicago Auto Radio Audience Survey — 1961 

sponsor • 2 JULY 1962 


the most respected caU letters in brondcosting 


• 1 



That's right, in the densely 
populated 4-county Tampa 
Bay Market, WSUN is the 
best buy for the money by far! 

263,100* TV Homes Daily 

*TV Magazine, April '62 


Tampa - St. Petersburg 

Get all the facts from 
Natl. Rap. Venard Rintoul 

& McConnell 
S. E ReD. James S. Avcs 


by John E. McMillin 


Igor's clambake 

I'm certain that Jim Aubrey, Hubbell Robin- 
son, Mike Dann and other CBS TV luminaries 
would like to forget "Noah and the Flood" with 
all possible undeliberate speed. 

The 60-minute Igor Stravinsky-George Balan- 
chine-Breck shampoo extravaganza a couple of 
weeks ago was certainly the most horrendous 
cultural fiasco of the past tv season (the New 
York Times critic said it was "enough to retard the progress of the 
arts in this country by a great deal") and I've no desire to add to 
the gnashing of teeth at 485 Madison by a much as a single gnash. 

It strikes me, however, that before we allow "Noah and the Flood" 
to slither away into the limbo of tv's more miserable, misbegotten 
mistakes, there are a few matters which deserve comment. 

The ugly fact is — Igor's clambake was lousy art, lousy television, 
and a disgracefully lousy use of advertising dollars. 

The shocking fact is that so many high placed tv and advertising 
executives apparently lacked the perception, self-confidence and vigor 
to recognize it for what it was, and prevent its presentation. 

If tv is ever going to reach full maturity as a medium, we've got 
to do better than this. 

Bamboozled by esthetes 

I don't doubt that the network, agency and advertiser officials who 
had to pass on "Noah" were dazzled and awed by Stravinsky's repu- 
tation as an authentic 20th Century genius. 

I'm certain that many felt just as I would have — shy and bashful 
about presuming to comment critically on the occult mvsteries of 
modern music and the modern dance. Few of us are qualified. 

But there was one phase of "Noah and the Flood," the most im- 
portant phase, which anyone with even a modest liberal arts educa- 
tion should have been able to spot as phoney baloney. 

This was the script, book, and story line, prepared by Stravinsky 
and his egregious young protege, Robert Craft. 

According to the massive promotion which CBS put behind 
"Noah," the text of the opus was culled from the Book of Genesis, 
two cycles of 15th Century English miracle plays, a "metaphysical 
poem" plus certain original material. Sounds classv. doesn't it? 

Actually, the Stravinsky-Craft writing duo went far beyond these 
sources in their search for unrelated bits and snippets. 

The fall of Lucifer, for instance, is not mentioned in Genesis (it 
-els a tiny reference much later in Isaiah). But Lucifer, apparently, 
was dragged in to give Balanchine a chance to show his stuff. 

The Te Deum and Sanctus which opened and closed the work are 
traditional Latin hymns I unrelated to the Noah story) and Stra- 
vinsky seemed to be usiiii: them just to provide a becoming aura of 
respectable Roman Catholic piety to the presentation, 
i Please turn to page (><• i 


2 julv 1962 

JVhy it pays 

to advertise your station 

in a broadcast book 



n a personal interview survey 
of "top-billing timebuyers" 
made by the salesmen of a na- 
tional representative firm 97% 
of the respondents specified 
broadcast books as their first 
reading choice ; 95% as their 

How did the non-broadcast 
magazines fare? Only two votes 
for first; three for second. 

Which underscores a cardinal 
point when buying a business 
magazine schedule. Put your 
dollars where they impress read- 
ers who can do you the most 

Whether you are shooting for 
$2,000,000 in national spot bill- 
ing or $200,000 the principle is 

the same. Sell the men and 
women who really do the buy- 

In the world of national spot 
placement actual "buyers" num- 
ber fewer than you might think. 
Perhaps 1500-2000 "buyers" 
(some with job title, others 
without) exert a direct buying 
influence. Another 3000-5000 
are involved to a lesser and 
sometimes imperceptible degree. 

Unless your national advertis- 
ing budget is loaded (is yours?) 
we recommend that you concen- 
trate exclusively on books that 
really register with national spot 
buyers. In this way you avoid 
the campaign that falls on deaf 

a service of 



2 july 1962 


The Steve Allen Show is seen at IMS P.M. Monday-Friday on the WBC stations In: Boston, WBZ-TV 1 Baltimore. WJZ-TV 13; Pittsburgh. KOKAJV 2, Cleveland. KYW-TV 3. and San I 
Cisco KFMX 5 And in New York, WPIX 11 (11:00 P.M.!; Portland, Ma,ne, WGAN-TV 13 (11:15 P.M.); Springfield. Mass., WHYN-TV 40 (1M5 P.M.); Washington, D. C, WTOP-TV 9 (11.25 F 



2 JULY 1962 

90-minute man 

He is a multi-phased entertainer: 
a star comedian, actor, satirist; an 
author of short stories, a novel, 
an autobiography, a volume of 
poems; and a lyricist-composer 
(over 2,000 songs, 30 record al- 
bums) and pianist; and a discov- 
erer and developer of new talents. 

He is also a concerned citizen 
and public speaker, vitally inter- 
ested in the issues of our time. 

His name: Steve Allen. 

It's precisely because Steve 
Allen — as an entertainer and a 
man — combines all these talents 
that he was picked by WBC to be 
starred and enjoyed every week- 
day evening, for 90 minutes, by 
the millions of late-evening view- 
ers of the WBC TV stations; and 
of other individual TV stations 
who seek new levels of late-eve- 
ning programming. 

Yet, the full measure and mean- 
ing of VVBC's Steve Allen Show 
can only be seen, in depth, behind 
what is visible on the TV tube. 

It's to be found in more than the 
fact that WBC's Steve Allen Show 

is the largest programming project 
ever undertaken by a group of in- 
dividual TV stations. 

The full meaning of this series 
must be measured also by the way 
it fits into the basic concept of 
WBC's programming philosophy 
for its own and other TV stations. 

WBC has already produced 
such wide-ranging series as Inter- 
tel...Man and His Problems... 
Face of the World . . . Adventures 
in Numbers and Space. ..Reading 
Out Loud . . . American Civil War 
...English for Americans. . .Col- 
lege Presidents Speak, and others. 

Each of these series has been 
created to permit the WBC sta- 
tions to supplement the compre- 
hensive schedules of their affiliated 
networks; to fill and enlarge their 
local program services. 

Now, the Steve Allen Show adds 
a versatile new dimension to WBC 
programming— one of exceptional 
talent, entertainment and stimula- 
tion, for the many American fami- 
lies who like to end their day. 
happily, with television. 



WBZ- WBZA, WBZTV, Boston; KDKA. KDKA-TV, Pittsburgh; WJZ-TV, Baltimore; KYW, KYWTV. Cleveland; 
WOWO, Fort Wayne; WIND, Chicago; KPIX. San Francisco and WINS, New York (subject to FCC approval). 

lhus. Ohio. WTVN-TV 6 (1115 P.M.); Indianapolis. WIW-I 2 (11:30 P.M.); St. Louis. KTVI 2 (10:30 P.M.): Minneapolis. WCC0-TV 4 (10:30 P.M.); Des Moines, KRNT-TV 8 (10:30 P.M.); 
■. s City, KMBC-TV 9 (10:15 P.M.); Phoenix, K00L-TV 10 (10:15 P.M.); Tucson, K0LD-TV 13 (10:15 P.M .); Portland, Oregon, KATU 2 (10:30 P.M.); and Los Angeles, KTLA 5 (10:30 P.M.). 


2 jlly 1962 


• • • • 


.•••' THEN, '•••. 



• WTHI-TV is the Nation's Number One Single Station Market in Homes 
Delivered Per Average Quarter-Hour (6:00 PM to Midnight— 45,000)* 


• WTHI-TV reaches MORE Homes Per Average Quarter-Hour than any 
Indiana station** (6:30-10:00 PM, Net Option Time, Monday through Sunday) 




Station A— 26,300 
Station B— 32,300 
Station C— 28,200 


Station A— 46,800 
Station B— 25,200 
Station C— 26,400 


Station A— 29,500 
Station B— 33,800 
Station C— 31.200 


WTHI-TV is Your Second "Must Buy" in Indiana 

•Basis March 1962 ARB 

"Except Indianapolis 

Represented by 

Edward Petry & Co., Inc. 




SPONSOR • 2 JILY 1962 

Interpretation and commentary 

on most significant tv/ radio 

and marketing neus of the week 


2 JULY 1962 

Copyright 1962 



Air media sellers shouldn't worry any about the possible impart on advertising 
expenditures of the gyrating stoekmarket, heeause the Madison Avenue pulsetaker* 
with economie orientation don't seem to he looking around lor storm-eellars. 

SPONSOR-SCOPE last week crosschecked with several of these agency seers and the gen- 
eral impression gathered was that they feel that the consumer level of buying and intent 
to buy is much too high for them to forecast other than a good climate for adver- 
tising for the last quarter of 1962 and the first quarter of 1963. 

To further capsulize their appraisal: they expect the business community to perform on 
two disparate planes: it will continue to grumble about the Kennedy administra- 
tion's lack of ardor for business keynoters but thai won't stop it from keeping itself 
flexible in going after the consumer's dollar. 

ABC TV has made available a couple Bing Crosby specials — an hour each — 
for the coming season, at a package price of 8522,100 gross per show. 

The package breaks down as follows: time. 8117.600; program. 8102.500. and net- 
working. 82,000. 

There appears to be no end to price variation, as far as NBC TV is concerned. 
The latest innovation: charging less for the first half of an hour's daytime show. 
It's being applied to the Merv Griffin variety strip debuting around 1 October. 

It may not be a first but it's certainly offbeat: The Gardner-Denver Co., of 
Quincy, 111., is using spot radio — along with newspapers — to sell its air tools to 
small plants. 

The stratagem is being tested in Minneapolis. Cleveland and Los Angeles for four 
weeks with five 60-second spots a week. 

Effectiveness will be measured by the responses received for a booklet illustrating the fac- 
tory uses of the company's power tools. 

-May 1062l scored the 10 highest averages and here they are: 

The Rose Bowl is still the hottest sports event in tv. 

And that undoubtedly accounts for the fact that along with the Sugar Bowl its the most 
expensive special event one-shot in the business, namely 8700,000. 

SPONSOR-SCOPE asked Nielsen for the sports events that during the current season 
(October 1961- 








1 1/62 


Rose Bowl 


NFL World Championship 


Sun. Sports Spectacular 
Sugar Bowl 


NFL Championship 
East-West Game 


Pro Bowl Football 


Kentucky Derby 
NCCA National Football 


Fight of the Week 

Sun. Sports Spectacular 


» 2 july 1962 


IVG. W DIEN< E ' i 
























SPONSOR-SCOPE continue*/ 

BBDO's media department declines to get upset by any adverse stand that TvB 
may take on the notion of stations and reps supplying agencies with demographic 
audience data. 

Observes the agency, more in patience than pique, the agencies can get special tabs on 
such data but it would be to the advantage of the seller to make the material available on 
his own and thereby anticipate qualitative questions raised by a buyer. 

Adds the agency: TvB should be doing an educational job on the seller, explain- 
ing how this data can expand the dimensions of spot tv selling, instead of raising questions 
about the need for this information among important spot agencies. 

(For more developments in this "qualitative quandry" see 18 June sponsor article, page 
29, same issue's SPONSOR-WEEK, page 11 and today's SPONSOR-WEEK, page 7.) 

The cigarette companies may have to channel much more of their tv budgets 
into spot this fall because the tv networks find themselves stymied from filling 
in any more business of this type without cutting down on product protection. 

Another possible target of diversion : sports series and individual sports events. Even 
this area may be a cropper, since virtually all the lower-priced sports packages have 
been preempted by some cigarette advertiser or another. 

It doesn't look as though Colgate will throw substantial weight behind its fluo- 
ride dentifrice until the fall. 

A suspicion in competitive circles is that Colgate's holdmg off crystallizing its copy 
and media approach until it gets an inkling whether the ADA will recognize any 
brand other than Crest. 

Shares of market for the three dentifrice leaders as they've recently stacked up: Crest, 
30%; Colgate, 23%; Gleem, 20%. 

A prominent topic of chitchat along Michigan Avenue last week was Helene 
Curtis' switching of its Suave hairdressing and shampoo brands from Campbell- 
M ith nn to JWT. 

The reason for the clucking: JWT is the shop that Alberto-Culver pulled out of 
a few months ago while the agency was still presenting campaign plans for A-C's V0-5 
shampoo, a bustling competitor of the Suave item. 

The swing-over of Suave ($2.5 million) has caused some dismay also among the Chicago 
reps. They recall that when VO-5 shampoo was in the planning stage at JWT there 
were reports that the agency was focusing attention on the use of network tv, where- 
as during Suave's stay at Campbell-Mithun the accent has been on spot tv. 

These reps think it's a pretty safe bet that JWT will lure this money into network come 
September, the takeover date. 

If only for the record, here are the ratings for the public 
specials on the tv networks for this April: 






The Great Challenge 



Vanishing 400 



Friendship 7 — John Glenn 




Flight of Friendship 7 (NBC TV) 



He Is Risen 



Breakthrough: Heart 



Sixty Hours to the Moon 



April Average 



March Average 



SPONSOR • 2 JULY 1962 

SPONSOR-SCOPE continued 

It's a long way from being a sellout at night for the fourth quarter on any of 
the tv networks. 

Even CBS TV has quite a batch of commercial minutes available on Wednesday. Thurs- 
day and Friday. 

It's hard to calculate from the latest fall schedules approximately how many minutes are 
open, because the spot carriers don't indicate whether the sales are of the alternate 
week type or in batches of 6, 7 and etc. over the 13-week stretch. 

A rough calculation indicates that CBS TV has the least number of commercial 
minutes open for the last quarter (at least 120) and that between them ABC TV and 
1\BC TV might rack up about 400 minutes. 

It's interesting to note how the top 10 nighttime regular series rate in terms 
of younger and older housewives. 

SPONSOR-SCOPE obtained from ARB covering April a breakdown on this variation of 
popularity and the figures broadly showed this bent: 


Ben Casey ABC TV 

Wagon Train NBC TV 

Dr. Kildare NBC TV 

Bonanza NBC TV 

Hazel NBC TV 

Perry Mason CBS TV 

Andy Griffith CBS TV 

Perry Como NBC TV 

Danny Thomas CBS TV 

Gunsmoke CBS TV 













It was only a few years ago that network tv daytime expressed jubilance over 
the fact that its billings had gone ahead of Life magazine. 

The latest bit of exultation in that area: at the rate daytime billings are running — the 
indications for 1962 are $225 million — that sector of the medium will outgross Life and 
the Saturday Evening Post in combination. 

According to PIB, last year Life ad gross was $138,090,000 and the Post, $86,540,- 
000, making a total of §224,630,000, whereas daytime tv accounted for 8206,576,000. 

So far in '62 Life and the SEP's billings have been under the 1961 level, but the wa\ 
things have been going in network daytime tv hitting the $225-million mark should be 
a cinch. 

Incidentally, there's also a good chance of network daytime tv outbilling the total 
gross for 32 different national magazines aimed strictly at women. Last year the 32 
did $2 17,324,000 collectively. 

Seems that Mohawk carpet is on the way to making a tradition of sponsoring 
an hour variety Thanksgiving afternoon as its annual promotional effort. 

For the third successive year it will underwrite such an event on NBC TV, with the net- 
work producing and Maxon overseering. 

NBC TV has already picked up a couple of participants in the Pro Football 
Highlights of the Week — there'll be 14 half-hours of them Saturday. 5-5:30 p.m. during the 
la9t quarter. 

The initial buyers are Mennen and Chesebrough, with the package going for $10,000 
gross a minute. 

SPONSOR • 2 JULY 1962 


SPONSOR-SCOPE continued 

Watch for Campbell to get really rolling this fall in its switch of emphasis to 
dehydrated soups. 

It's a market in which Campbell is determined not to pla\ second fiddle, particularly 
id Lipton. 

One facet of the Government's antitrust suit against Revlon hits hard at the 
underpinning of this manufacturer's distribution and sales structure. 

And that facet is this: complete control over the channels of distribution and over 
whom these channels, or franchiseholders, should or should not sell to. It's the basic 
principle upon which Revlon has built its business. 

The suit, besides attacking these exclusive franchises, alleges price fixing at both the 
wholesale and retail levels. 

Revlon is only exceeded in cross sales by Avon, which uses 60.000 hellpushers. 

The idea of covering two baseball games at the same time will be tried out on 
WGN-TV, Chicago, 14 July and the beneficiaries, at no extra cost, will be the spon- 
sors of the regular Cubs-White Sox games, namely Hamm, Phillips Petroleum. 
Reynolds and the Chicago Tribune. 

It happens that both teams will be on a hometown stand that day and the intersplicing 
of the play from the two parks will involve over 50 production and engineering 
people, eight cameras and two remote trucks. 

Note: In Chicago they must love both home teams. Mixing 'em up in New York would 
only inflame fanaticism against tbe other league. 

Don't expect tv stations far and wide to cotton to this idea pronto, but buyers 
as well as sellers of spot may be inclined to toy with it in their less taxing moments. 

The concept comes from a rep and in gist is this: set up an ROS rate for gaps that 
come with the ending of a schedule in mid-summer and the resumption of this 
schedule in the fall. 

A regular spot advertiser could use this ROS to supplement his commitments and 
for flight addicts it would come in handy as a rateholder. 

And for stations it would help take up the slack without adding to the complexity of the 

One of the major commercial producing houses in New York seems bent on 
having some sort of periodic chart on production set up so that he and his competi- 
tors can use this as a yardstick in measuring the flow of their own business. 

h would be something along the lines in vogue with spot tv and spot radio. 

Five film commercial producers and two tape houses would contribute their monthly 
production volume to a designated firm of public accountants. The individual bill- 
ings would, of course, be kept confidential, but the monthly total would he made 
available to all the contributors, and. if they so elected, to the trade press. 

American families do a lot of moving but you can't tell it from the amount of 
money the moving van people spend on spot tv. 

Their total contribution to the medium last \ ear came to around $250,000, with Bekins, 
American Red Ball and North American accounting for all hut $5,000 of it. 

For other news coverage in this issue: see Sponsor- Week, page 7; Sponsor 
Week Wrap-Up, page 50; Washington Week, page 55: sponsor Hears, page 58: Tv and 
l!ad in Newsmakers, page 64; and Spot Scope, page 56. 



2 july 1962 




'"8 a d ' i', '""""-'«' i„ 



robert e. 
ytW eastman & co., ^ 


SPONSOR • 2 JULY 1962 


Mentioned in error 

Your article on "The Great Time- 
Killer" that appeared in the May 2lst 
issue of sponsor has just been 
brought to our attention. In the last 
paragraph you mention "Crown Pub- 
lishing"' instead of World Publishing 
who published Harold Mehliugs 
book. Since we are mentioned in 
error and in not too favorable a light 
as you know, I would appreciate a 
correction of this statement in the 
next issue of sponsor. 

Virginia Townsend 
publicity director 
Crown Publishers 
New York 
► World Publi^hine was correctly named as 
publisher of "The Great Time-Killer" in the 
first paragraph of the "Commercial Commen- 
tary" referred to above. Through an error, 
Crown Publishing was mentioned in the last 
paragraph. SPONSOR is glad to correct this 

A service to broadcasting 
Thanks much for the nice story in the 
June 18 issue of SPONSOR! I feel that 
the story did industry in general and 
the broadcast stations of Detroit a 
real service. ("If News is What You 
Want. Ask Radio.") 

Would \ou be kind enough to have 
someone in your circulation depart- 
ment forward me ten (10) copies of 
the book ( June 18 issue) and bill me 
foi -arne. 

\\ alter Patterson 

executive v.p. 

Knorr Broadcasting 


The wax-making act 

I would like to call your attention to 
an error printed in the May 14th issue 
of sponsor I "Cleanei < leans I p II ilh 

Sput" i . 

In an article on the S. C. Johnson 
Company you say, "Armstrong Lino- 
leum laich gol inii> tlii— wax-making 
act. I he Armstrong ' "ik Company 

— producers of Armstrong Linoleum 
— has been in the wax-making act 
since 1925. We recently introduced 
an exclusive new floor care product 
that makes it possible to clean and 
polish resilient flooring in one opera- 

Stanley Hyle 

public relations department 

Armstrong Cork 


SPONSOR'S 40-year album 

1 have just seen the 40-year album 

and 1 think it is just plain wonderful. 
Congratulations to you on a superb 


Will you please send us, and bill 

us for 12 regular copies and two 

hard-cover copies. 

Cecil Woodland 
general manager 

Your "40 Year Album of Pioneer 
Radio Stations" is just great and it 
certainly lives up to the advanced 
hilling given it. 

Would you please send us two 
hard-cover editions. 

Robert Jones 

v.p. and gen. manager 



Thank you so much for the copj of 
your 40-year allium. You have as- 
sembled a fascinating collection of 
pictures and facts. 

Main congratulations on \our ex- 
cellent job! 

Mildred L. Joj 
chief librarian 
\ational Broadcasting Co. 

New ) >>rl, 



Jim Evans 

sales promotion mgr. I 


\ or folk. I a. 

Congratulations on your handsome 
40-year album of pioneer radio sta-1 
tions. Bov. vou realh out-did \ our- 

This is a treasure chest of nostal- 
gia and factual information that I 
know every broadcaster will cherish. 

Geer Parkinson 
vice president 

While the ink's wet 

Thanks so much for your prompt re- 
ply to our urgent request for a sub- 
scription to sponsor. We have re-| 
ceived the magazine before, and are| 
happy to report that we find it as 
interesting and informative as wel 
had remembered it. 

However, our prime purpose inj 
subscribing is to have the Spot-Scopei 
section as soon as it is humanly pos-J 
sible to get it, which is certainly not 
by 2nd class mail as the hook was 

We are more than willing to pay 
the airmail postage, or whatever \our 
requirements might be, in order to* 
have the buff Spot-Scope section air- 
mailed to us the moment it is off the 

Carl Falkenhainer \dvtg* 
Los Angeles 

A whale of a piece 

Your article "Et\ Gets Big Business 
Boost." I 18 June I worked out pel 
fectly. Vou had the right man oil 
your slalT. who some time ago took 
the time to find OUt what M. I was 
all about on his own and he did son! 
all-inclusive research on his own and 
w rote a ii hale of a piece. 

1,1 PfisJ 

Veil ) ork 



2 .n i.v 1062 



Specializing in the sale and services of 
American television programing in all 
European countries. 

For Professional, Personal and Profitable Contacts With 
All West European Television Management, Write To: 
Arthur Breider • Corso Europa 22 • Milan, Italy 

ONSOR • 2 JIL\ 1 { )(>2 

what's the sense 
rtSSGS in a 

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

Building a fence around a city makes as much sense as using the 
Standard Metropolitan Statistical Area concept of market evaluation. 

Proving the point: Atlanta and Miami have SMSA populations of 
1,017,188 and 935,047. The Charlotte SMSA population is 272,111 by 

comparison . . . BUT the total Charlotte TV Market is first in the Southeast 
with 595,600 TV Homes.* 
Nailing it down: WBTV delivers 43.4% more TV Homes than Charlotte Station "B."** 








309 000 


"Television Magazine-1962 
••NCS I 

CHANNEL 3 ^C CHARLOTTE /jefferson standard broadcasting co 

Represented Nationally by Television Advertising Tv^R | Representatives. Inc. 

M P A N Y 



2 JUL? L96 


2 JULY 1962 


' SPONSOR goes behind the scenes 
to reveal what really happened in the 
explosive Westinghouse-Bates dispute 


2 July 1962 

I he product protection debacle — hurled into the 
open when Ted Bates threatened Westinghouse 
Broadcasting with a $2-3 million spot cancellation 
unless 15-minute "insulation" was guaranteed — 
reached some significant climaxes lasl week: 

• Bates, having requested over 500 television 
stations to re-affirm a 15-minute minimum protec- 
tion in writing, reported that out of H><) responses, 


Multi-product advertisers 
are cited by nets, stations 
as the biggest problem in 
separation controversies 

for tew*"* • ' • d! * h ** 

PRODUCT protection row, observers note, 
centers mainly around soaps, drugs, foods 
— tv's major takers. Biggest of all, P&G — com- 
petitive within as well as without — entered the 
recent fray by demanding full 15-minute pro- 
tection assurance from stations prior to buys 

only seven are still "in negotiation," 
that out of these seven only one has 
ui\en a flat '"No." As for this single 
holdout ; it is anticipated that an agen- 
cy representative will travel shortly to 
the station in question to try person- 
all\ to "bring it around." 

• The leading groups, aside from 


\\ estinjdiouse. "Iia\e satisfied u- as to 
their intentions and practices" (Ed- 
ward A. Grey, senior v. p. in charue 
of media operations, Hates). These 
include Corinthian, Triangle, and 
HKO General, reported earlier to 
have taken varying positions of defi 

• CBS and ABC o&os, reported by 
several New York newspapers and 
broadcast trade journals to be edging 
into the Westinghouse camp, gave full 
assurance of the continuance of their 
15-minute separation policies. 

• NBC o&os, while asked by Bates 
to reconsider their 10-minute protec- 
tion policy of some two years' stand- 
ing (though not generally known until 
the Bates-Westinghouse dispute) , told 
sponsor that no cancellations or 
threats of cancellations had been re- 
ceived from the agency, and that "we 
now have their request under advise- 

• And Westinghouse itself, the 
drama's protagonist, was reported bv 
reliable industry sources to be draw- 
ing up an "implementation of policv 
that will afford Bates what it needs.! 

All in all, what had been mainly a 
war of words seemed headed swiftlv 
toward a truce of words. As one 
group spokesman summed it up. "It's 
all being settled by semantics." But 
the broadcast industry could look 
back upon the most publicized skele- 
ton in the industrv closet since the 
congressional hearings on network 
programing. It could also look for- 
ward to an uneasy and precarious 

What was it all about ? What caused 
it? How did it get out of band? In 
order to feret out the story behin 
the story — to part, so to speak, tb 
guts from the glib — SPONSOR wen 
not only to the principals in the cast, 
but talked to the growing number o 
walk-ons as well. As alert, we trust, 
to the unsaid, as it was impossible n 
to be to the said, this is how the puzzl 
seems pieced together: 

When Westinghouse, in frankl 
worded language, disclosed it was r< 
ducing its separation time betweei 
competitive commercials from 15 I' 
10 minutes, no longer guaranteeing 
even the 10-minute buffer, the majo 
it\ of broadcasters (il can be see 
now, in retrospect) were caught u 
prepared. For several years the pro 
lem of product protection bad been 
growing increasingly more stick v. 
abetted In the new Inning habits 
network advertisers (i.e.. participa- 
tions: schedule spreads), by the up- 
swing in multi-product advertising in 
60-second commercials (i.e., piggy- 
back-, "integrated" spots), and h\ the 



2 .it i.v 1%2 

nemingl) endless fl< >w of new prod- 
ucts from the major .-<>a|>, drug and 
food manufacturers. 

Few broadcasters werehappx ahoul 
advertiser agency insistence upon tin 1 
15-minute rule of thumb, but most 
jgtw advantage in letting time run its 
course; in the gradual changing of 
jgenc) advertiser attitudes through 
private, relative!] quiet, meetings; in 

toncerted indusln act ion rather than 

solated incident. The Television 
Hureau of Advertising, in fact, had 

dready gone so far as to proclaim 
product protection "obsolete.'' 

Thus, when the evolutionary -rathei - 
nan-revolutionary approach was shat- 
tered by the Westinghouse pronounce- 
ment, there was confusion not unlike 
.Washington's during the U-2 incident. 
In the hours following Bates' threat- 
ening action, it looked as though the 

ndustry was divided for sure. The 
New York Times, in a 7 June article. 

eported both NBC TV and Corin- 
thian as siding with Westinghouse. 
CBS TV as going along with the 15- 
uninute protection continuance. Indi- 

EDWARD A. GREY, Bates' media chief, was 
initiator of action against Westinghouse, 
stresses advertiser's right to insulation 

vidua! broadcasters, on the other 

hand, were unsure whether to view 
the Westinghouse move as foolish or 
noble, regretting it on the one hand, 
admiring it on the other. They [the 
broadcasters] had been trapped, as 
one observer put it. "preposterously 

in the middle, [on ed I" i -h" A dow n 

w ithoul adequate ai ms. 
\\ In did Bates i.ik< the u tion ii 

did, and w li\ did it w ail I 7 d.n - all' i 

the \\ estinghouse lettei to take it ' 
Grej saya numerous meetings w 
held with Westinghouse officials dui 
ing this I 7-daj Bilence, to trj to pel 
suade them to change their minds, He 
told sponsor, too, that, being the 
largest -pot agency, il was incumbent 
upon it to a — nine leadership in the 
response. First came the warning of 
total spot cancellation, on behalf of 
all its clients on the five Westing- 
house stations. This was followed b) 
letters to the 500 other tv stations, de- 
manding promises for a continuation 
of the 15-minute protection. Then, 
when Westinghouse refused to revoke 
its newly stated policy, the working 
press had virtually a field day: Bates 
cancelled all 52-week schedules out- 
right, planned to let those due to ex- 
pire within three or four weeks ex- 
pire naturally — with no renewal. 
Bui is this really what happened.' 
i Please turn to page 17 


WHO'S RIGHT about product protection? 

In the accompanying article SPONSOR is pre- 
senting what we believe is the first and only 
objective account of the recent Bates vs. West- 
inghouse and agency vs. broadcaster fracas to 
appear in either the trade or general press. 

Our editors have endeavored to report im- 
partially "who said what and what happened" in 
the great 15- vs. 10-minute protection hassle. 

As reporters they have been careful not to 
take sides, pro or con, on the protection matter. 

But as a responsible trade journal, we do have 
a strong editorial opinion on this controversial 
subject. And we want to make our position crys- 
tal clear to all our friends in advertiser, agency, 
and broadcaster circles: 

1. We believe that the product protection 
question is primarily, and almost solely, an 
economic problem. And should be settled by 
the free play of economics in a free society, not 
by hard-nosed stubbornness, or purple emotion- 
alism, on either side. 

2. In a genuinely free economy the amount 
of product protection which a station or network 
would give its clients would be determined 
roughly by the laws of supply and demand. 

3. Any attempt by a giant client, or by a giant 
agency to dictate — through a threat of power— 
the rules of a free marketplace is contrary to 
the concepts of free enterprise and a free demo- 
cratic society. 

4. The question of whether Colgate Shaving 
Cream or Ivory Soap should be given 15- or 10- 
minute product protection is a relatively trivial 

5. The question of whether Colgate, P&G or 
Ted Bates should be put in the position of act- 
ing like ruthless monopolistic juggernauts is a 
very serious one. 

6. In future, before over-zealous media men 
start getting tough in behalf of their clients, 
we suggest they consult top level corporate 
managements in Cincinnati and elsewhere. 

GRAND PRIZE award for "Who Says Beer Is a Man's Beverage?" spot was produced by MPO Videotronics for United Brewers Assn. (JWT) 


^ Robert Lawrence Productions becomes 1st American 
firm to win the Cup of Venice in international festival 

^ Grand Prize of the International Advertising Film 
Festival goes to MPO and JWT for United Brewers spot 


lo more than a handful of Ameri- 
cans attended the dazzling 1962 In- 
ternational \dvertising Film Festival 
in Venice, Italy. 11-15 June. But 
U. S. commercials walked off with 
the cake. 

This was merely one of the festi- 
val'^ cuiiiiii- sidelights, luit a disturb- 
ing one f<>i the few Americans there. 
The final night saw Robert Lawrence 
Productions of New York take the 
coveted Coppa di Venezia (best gen- 
eral production of those entries con- 

sisting of a minimum of six commer- 
cials never before won by an Ameri- 
can firm), and MPO Videotronics 
cop the Grand Prize award for "\\ ho 
Sa\s Beer Is a Man's Beverage?" 
i for I nited Brewers through J. 
Walter Thompson i . There were more 
than I. (Htlt in attendance, and only 
seven of them were Americans. This, 
despite the fact that a sizeable share 
of the 4% entries were of I . S. 

I lii- glaring absence, according to 

on-the-scene reports to SPONSOR, was 
made doubly incomprehensible by 
the sizes of most other nations dele- 
gations. Great Britain's contingent 
was 302. France showed up with 157. 
Germany kicked in 131. Even Argen- 
tina managed to send nine, and the 
South Africans six. Other countries, 
with relatively negligible entries, 
were nonetheless amply represented. 
Second only to the American lapse 
was the puzzle surrounding the Jap- 
anese entries. No other nation's 
commercials received the instant ane 
ousl) favorable reaction from the 
audience that Japan's did. \ et not 2 
single Japanese commercial worj 
prizes in the main categories. Par] 
ticularb applauded was a commer 
i ial employing a small Japanese gir 
eating ball-shaped chocolate candies I 

produced bj the Japan Color Movi 



2 .iuly i%: I 

Co. According to one I . S. film pro- 
ducer, "this delightfull) inexpensive 
commercial, alive with Bubtle humor, 

epitomi/ed tin- theorv dial simplicity 
is often overlooked in the profession- 
al atmosphere surrounding the brain 
power of an appointed advertising 
agenev ."' 

Another interesting sidelight to 
the festival proceedings I held, by the 
way, at the Lido Palazzo del Cenema, 
which faces the Adriatic) was tin- 
general view of entries prior to the 
actual awards. Manx well-known 
French producers, for example, had 
predicted that this year's crop of 
American commercials were not up 
to standard: that the) were, in fact, 
quite had. 

"This view." savs an American 
producer, "isn't too difficult to under- 
stand when von consider the tremen- 
dous difference in approach between 
I . v . producers and those from most 
of Europe. The French and Italian 
technique, for example, is bevond a 
doubt artistic and colorful. The 
trouble is, it's so artistic and colorful 
that one tends to ignore the sublim- 
inal attempt to sell a product, an end 
result which the producer seems bent 
on camouflaging. Instead of an effec- 
tive blend between the attention-get- 
ting technique and the 'sell,' there is 
such an overwhelming effort to hide 
the final unveiling that one feels led 
on a path of trepidation. Bv the 
time the point is made you begin to 
wonder if it was worth it." 

Adding : "However, this is just one 
man"- opinion. Who knows? Maybe 
the purpose of commercials is to en- 
tertain, not sell." 

The C.oppa di Venezia (Cup of 
Venice I is given bv the city of Ven- 
ice to the producing company obtain- 
ing the highest average points in the 
iun's voting. Among the commer- 
cials helping Robert Lawrence Pro- 
ductions take it this year were "The 
(laii ol Story" (through Foote. Cone 
8 Belding) and "Boy and Cars" (pro- 
duced for General Motors, through 
Campbell-Ewald). With the award 
went a personal commendation from 
Liter Taylor, director of the Festi- 
val: "This is a most coveted prize, 
because it means that all your films 
were of the highest possible standard 
in comparison with all other entries.'* 

The La Grand Prix de In Televi- 
sion i ( 'rami Pi ize I won l>\ Ml'( ) 
Videotronics, Inc., marks the first 
time in several wars that this award 
has been given to a U. S. producer. 
It was taken last year bv a British 
producer and for two consecutive 
years before that bv commercials 

i lured overseas for Chevrolet. 

This year's winner, "Who Says Beer 

Is a Man- l!ev erage . / . was w i itten 

bv Al Hainan ami fa< k W ohl, W lib 

music bj Mitch Lee. all of I. W alter 
I hompson. MI'O \ ideoti oni< - pro- 
ducer was Bill Susman. The com- 
mercial was directed b) Charles 

I hibin. 

I he eight major categOl ies lor tv 

commercials were: live action, 1 5-45 
{Please turn to page 48) 

"THE CLAIROL STORY" (FC&B) was one of several commercials helping Robert Lawrence 
Productions take the coveted cup given by the city of Venice, the first to an American producer 


2 july 1962 

"BOY AND CARS" for General Motors (Campbell-Ewald) also convinced jurors of Robert 
Lawrence skill. The producer obtained the highest average points in voting by six-country jury 



\Ji the 6,000-odd broadcasting stations in the United Listed below are the call letters and correct studio lo- 
States, chances are that darned few of them maintain cations of 40 radio and television stations. In the center 
their studios and transmitter in the same location. With column are transmitter sites. However, they are scram- 
this in mind, SPONSOR editors compiled a list of stations bled in such a way that transmitter locations here are] 
with well-known studio locations, but little known trans- not paired with the correct station. If you think youj 
niitter sites, to test the knowledge of the media-phile. know who belongs to what (no fair peeking in SRDS), 



WABC New York 


IVlstSw San Francisco 


WJRZ Newark, N.J. 


■V 1 N 1 " 1 V Seattle-Tacoma 


WINS New York 


WljllNI Chicago 


WTAR-TV Norfolk 


WNBC New York 


fV\3lU San Francisco 


IVvllUl" 1 V Cedar Rapids, Iowa 


WUSN-TV Charleston, S. C. 


WIBX (lira. N. Y. 


WBEN Buffalo, N. Y. 


IV II A IV Sacramento 


IVrMY San Francisco 


Ill/AU Philadelphia 

LODI, N. J. 

WEBR Buffalo, N. Y. 


ft tX Fort hind, Ore. 


YYlYI 1 ■ 1 V Cedar Rapids, Iowa 


KDKA Pittsburgh 



SPONSOR • 2 JULY 1965 


write in what \"ii think i- the correct transmitter site in 
column three. 

FCC rules for am radio stations require thai "the 
transmitter of each standard broadcast station be so lo- 
cated that primary service is delivered to the borough 
or city in which the main studio i> located in accordance 

with the Standards oi Good Engineering Practice.' 

Caution: the rule- for transmitter location il" not 
require stations t" locate antennae in the same state .1- 

the main Btudio. 

To check your write-in answers against the correct 

location-, tin 11 In |>ai:e <> 1. 




IVAY£ Houston 


WEEI Boston 


WbD ttlanta 


WJR Detroit 

IV YW Cleveland 



WFAA Dallas 


W JAR-TV Providence 


WCOP Boston 


WBBM Chicago 


KSD St. Louis 


WROC-TV Rochester, N. I 


jWAST (TV) Albany, N. Y. 


WTVT (TV) Tampa-St. Petersburg 


KTVI (TV) st. Louis 


WDAU-TV Scranton,Pa. 


WOOD-TV Grand Rapids 


W tbn- 1 V Daytona Peach 


WFLY(FM) Troy,N.Y. 


WFAA-TV Dallas-Fort Worth 


WHN New York 


SPONSOR • 2 JULY 1962 



^ Eastern Air Lines' unique radio campaign to inform customers of flight condi- 
tions in 10 key cities involved a lot of work, especially for FRC&H's timebuyer' 

KLastern Air Lines' "res" clerks and 
ticket agents received a belated 
"Christmas present" early this year 
— the airline's "Flite Facts" radio 

The electronic bauble makes work 
for the airline's employees much 
easier by informing customers of 
flight delays and cancellations via 
regularly scheduled radio announce- 
ments. This in turn reduces mob 
scenes at the airports and cuts down 
on the tremendous number of tele- 
phone inquiries about flight opera- 
tions during holidays and bad 

This situation, a recurrent one to 
which Eastern's president M. A. Mc- 
lntyre had given much thought, 
reached a climax of nightmarish pro- 
portions last Christmas after a build- 
up which began before Thanksgiving 
Day. It was a leathery-knot problem 
which Mclntyre determined to have 

Not only was it bad business to 
do nothing, the former Air Force 
Under Secretary decided, but it par- 
ticularly effected Eastern's Air Shut- 
tle between Boston, New York and 
Washington — a service close to the 
carrier's president, and one of his 
best-known innovations since joining 
the airline in 1959. 

One thought which returned to 
Mclntyre again and again was that 
the key to the whole problem might 
lie in somehow broadcasting the in- 
formation on delays, cancellations, 
and further airline data — in other 
words, to enhance customer conveni- 
ency by bringing flight data to the 
customers, reducing the need for 
them to seek that information from 
the airline. 

Mclntyre called in Eastern's ad- 
vertising agency, Fletcher Richards, 
Calkins & Ilolden, to determine if 
such a plan could work. From this 
beginning, Eastern's highly success- 
ful "Flite Facts" radio campaign was 


soon brought into existence. 

Starting as a test in four cities, 
"Flite Facts" has developed into ap- 
proximately one-minute announce- 
ments every hour on-the-hour from 
6 a.m. to midnight, seven days a 
week, on a key radio station in 10 

The campaign began 1 March on 
WNAC, Boston; WCKR, Miami; 
WHN, New York, and WMAL, 
Washington, and was expanded 1 
April to include WSB, Atlanta; 
WBT, Charlotte; WLS, Chicago; 
KTRH, Houston; WDSU, New Or- 
leans, and WFLA, Tampa. 

At the agency's first meetings, pre- 
sided over by Bradley A. Walker, 
board chairman and Eastern account 
supervisor, and by Sy Frolick, senior 
vice president, radio-tv, both the use 

of tv and radio was considered in a 
five or 10-minute time period daily. 

Tv was eliminated at this point 
for a number of reasons: the medium 
offered less physical accessibility for 
regular "news" broadcasts of the 
type planned; tv stations were un- 
able to clear satisfactory spots in I 
prime time periods, and costs were 
much higher than radio. 

Now warming to its task, FRC&H 
had timebuyer Jim Kelly begin in- 
vestigating all radio stations in the 
four cities to weigh the possibility of 
using each, based on each station's 
coverage, programing, rates, and 
other factors. 

In the meantime. Manson Steffee, 
FRC&H's tv-radio writer-producer on 
the EAL account, worked on sample 
"Flite Fact" announcements and 

KTRH, HOUSTON, aired its first "Flite Facts" (via now outdated phone set-up) with 
help of PGW radio account executive Gc-org Ponte (rear) and news director Ken Fairchild 


2 .jri.v 1002 




"FLITE FACTS" radio stations have been receiving messages over Bell System Teletype machines since 2 1 May. Above, teletype operator Christine 
Wisell punches keys in airline's New York home office as Eastern president M. A. Mclntyre (I) and FRC&H board chairman "Brad" Walker look on 

commercials and found that they 
:ould he handled in approximately 
one-minute messages if they were 
done with great frequency — 12 times 
a day i now 19 times a day i . 

Kellv then called virtually every 
station or station rep in the four 
cities, to see what he could come up 
with l this was soon to be repeated 
when six more cities were added). 

Some stations were unable to pro- 
vide the time because of news sched- 
ule-, hall games, or unbreakable con- 
tracts. Several stations were able to 
agree to the time after convincing 
other advertisers and agencies of 
Eastern's need for an inflexible time 
set-up. and getting them to agree to 
switches in placement of their mes- 
sages. "That sure was a pesky prob- 
lem." Kelly said. 

Once an agreement had been 
made between the stations and the 
agency, a meeting of the station man- 

agers and their reps was held in New 
York, headed up by Walker and 
Frank Sharpe, Eastern's \ ice presi- 
dent of customer service. 

At the meeting, the full details 
were presented, questions invited, 
and each station took away a "Flite 
Fact" information sheet for the per- 
sonnel to use as a guide in making 
the unusual program work. 

Steffee. in cooperation with H. F. 
(Bob) Abbott, the airline's manager 
of customer service planning at 
New York- Idlewild Airport, ham- 
mered out the contents of the an- 
nouncements guided by Mclntyre's 
admonition to 1 1 be truthful, 2 I add 
to passenger convenience, 3) avoid 
airline lingo. 

"Flite Facts" breaks down into 
three parts: 1 i a standard 10-second 
taped opening which retains the same 
Eastern "Flite Fact-"' identification 
in all 10 citie-. 2) the middle copy 

of variable length which inform- the 
airline's customers of flight delays, 
cancellations, etc. — by arrival and 
departure times and not b) flight 
numbers. 3 l a closing commercial 
"tag" of 20, 30 or 40 seconds dura- 
tion prepared 1>\ the agencj and sent 
by mail to the stations. 

\n\ of many subjects are used 
depending on weather or activities 
going on at the flight's destination 
(e.g.. festivals) as the main part of 
each announcement. These are fol- 
lowed by the specific commercial 
tag which Eastern desires. 

The "Flite Facts" information or- 
iginates from Eastern's SCOPF i in- 
tern Control Operational Planning 
and Execution) set-up at Idlewild. 

Each of the 10 radio -tations re- 

ceives a separate report — in red ink 

— about 15 to 30 minutes hefore each 

broadcast hour 1>\ wax of Hell S - 

i Please turn to page 1" 


2 july 1962 


EX-AGENCY folks at H-R (I to r) Gil Miller, account exec, radio; Gene Malone, account exec, tv; AI Ritter, assistant sales 
mgr., tv; Jack Canning, account exec, radio; Avery Gibson, vice president, sales development; Max Friedman, eastern radio 
sales manager; Art Berla, assistant sales manager for special projects, television; Tom Buchanan, account executive, television 


^ Here's lowdown on why agency-trained personnel switched to rep firms. Agency 
experience helpful. "Rep selling more challenging with greater financial rewards" 

^f irtuall) all menfolk in station 
repping who reflect on their past jobs 
in advertising agencies do so with 
thanks for experiences acquired; but 
the nostalgia, it appears, isn't as 
thick as the 70-cent spread advertised 
on the air. SPONSOR last week talked 
with numerous rep firm inhabitants 
who switched, so to speak, from buy- 
ing to selling. \\ hat motivated them 
to give up their Madison Avenue 
timebuying chores in favor of selling 
the merits of broadcast advertising? 

On the whole, most rep men did 
not hesitate longer than it takes to 
deliver an I.D. to come up with 
quotable answers. However, several 
tart replies came from rep firm per- 
sonnel that must obviously be re- 
corded without identifying the re- 

I'm example, there was one who 
said doui l\ : "As a buyer, I had to 
make sure I got the besl time avail- 
able f"i mj objectives. As a seller, 
I have to unload whal I have. The 


heck with the buyer's objectives; 
I've got my own objectives; I've got 
my own problems." 

Said another grizzled rep and es- 
capee from the ad agency dodge: 
"The great blessing is not having to 
work with an account executive." 

Still another rep salesman prowled: 
"My callouses are now in a different 
extremity." What seems certain af- 
ter talking to station reps is that the 
loot's better on the other side of the 
street — and that's why they became 
sellers ! 

Here, for example are the thoughts 
of time salesmen who came "across- 
the-desk" from media departments 
of agencies: Bob Burke, Young-Tv. 
I < ■ 1 1 1 1 < - 1 1 \ Benton & Bowles, Grey, and 
Cunningham v\ Walsh, told sponsor: 
"My entire nervous system has done 
a double reverse. Instead of worry- 
ing about being able t<> l>u\ it. I 
urn i \ about being able to sell it." 
Mi- colleague, Esther Bauch. at 
Vdam Young, Inc., formeil\ chief 

timebuyer, Leo Burnett, said suc- 
cinctly. "Now I buy the lunches in- 
stead of getting them." 

Declared Ted Brew, Adam Young, 
Inc., formerly media supervisor, 
BBDO: "I discovered that you never 
really get to know a market until 
you sell it because to attain in-depth 
knowledge of an area, you must get 
to know each station as well as your 
nun. I found out, too, that you 
never know people until you sell sev- 
eral various kinds." Bob Syers, Ad- 
am ^ oung, Inc., formerly BBDO, 
said proudly, "I never before realized 
the creative potential and vast scope 
of radio until I sold ii." 

The boys at II-B Television and 
I IB Representatives who migrated 
to station repping from the advertis- 
ing agenc) business took with them 
considerable experience — assets that 
are standing them in good stead in 
their present endeavors. 

There's (lil Miller, now accoun 

exec at I IK Reps, who was forme™ 


2 JULY 1962 

t Donahue & Coe. "Mj agenc) ex- 
ierience (he was an assistant to an 
lecount executive) taught me lessons 
'II never forget, luit it's the rep busi- 
less for tne all the wa) !" 

Gene Malum', account exec, HI! 
!'\ . was a buyer at William Est) . 
The satisfactions are the same on 
>oth sides of tin- fence," he told 


Al Ritter, assistant sales manager 

or H-R I"\ . was a buyer at Comp- 
on. "Previous agency experience 
nakes it possible for a rep to see 
>oth side- of the coin, and thu- do a 

Mail \ llinklr. Washington, D. I .. 
told SPONSOR: "The experience 
gained from an agency-client rela- 
tionship has proven invaluable t" me 
a- a representative. 1 

Max Friedman, eastern radio sales 
manager for III! Hep-, was at one 
time a partner in Meneogh \ Fried- 
man, Des Moines. Friedman told 
sponsor: "Both reps and agencies 
jobs have terrific stimuli you be- 
long where you find yourself the hap- 

\it IVrla. assistant sales manager 
for special projects, II I! IN. ami 

was thai tin- satisfactions i ome from 
itei responsibility i" both the 
stations the) represent and t>. the 
bmers they -'-II nun ir challenge, 
and greatei financial rewards. 

\rnong the Katz men in ju-l the 

New York ami Philadelphia offices — 
who were "a.^em \ trained, an- I l\ 
Sales) Mike Membrado, TV-East 
sales manager, formerl) of Cunnii 
bam \ Walsh; frank \l< < inn, l\ 
East assistant sales manager, former- 
ly, Y&R and Ted Bates; Ollie Black- 
well, director of tv audience develop- 
ment, formerl) Ted Bates; Russ Gau- 

Many opportunities open to station representative workers 

FORMER agency men: (I) James Theiss, v. p. & gen. sis. mgr., Blair TV Assoc; (2) Jerry Gibson, sales, Blair & Co.; (3) Roy Terzi, tv acct. 
Jexec, PGW; (4) Lloyd Griffin, pres., tv, PGW; (5) Santo Crupi, Boston office, Avery-Knodel; (6) John Del Greco, N.Y. sales, Avery- 
Knodel; (7) Burt Adams, Harrington, Righter & Parsons, account executive; (8) Robert Lamlcin, Harrington, Righter & Parsons, account executive 

jbetter job of servicing and selling," 
Hitter explained. 

Jack Canning, account exec at II-R 
Heps, was a Inner at SSC\P>. "Agen- 
c\ ex|)erience i- most helpful in sales 
II since it tends to give a salesman a 
better overall picture of media ob- 
jectives and marketing problems." 
Wery Gibson, presently H-R vice 
| president, sales development, and 
formerly a copywriter at William-. 

former chief timebuyer, BBDO. said 
succinctl) ; "The challenges are the 
same. Tom Buchanan, account ex- 
ecutive. H-R TV, and former owner 
of Berkshire Advertising \ — <•< iated. 
Mass., said that "the handling <>f a 
wider range of accounts makes the 
representative selling more interest- 

Similar sentiments were expressed 
at The Katz Vgency. The consensus 

dreau and Dave Ulen, both of Ben- 
ton & Bowb-; \l Westerman, Ted 
Bates; Des O'Neill, Bryan Houston, 
K&E; Bruce Mel wen, Y&R. 

From the radio -ales section of 
The Katz Agency the following bail 
from agencies: \me Ramberg, man- 
ager, Philadelphia office, formerly of 
\. \\ . \yer; x al \govino, McCann- 
l.rickson and William I sty, and Lew 
• rreist, Hicks \ < rreist. 


2 jlly 1962 


A check at the Edward Petry & Co. 
office also revealed a number of men 
who had made the transition from 
the agency business to the rep field 
and were happy indeed to do so. 

Among them were Robert L. Hut- 
ton, Jr., v.p., tv promotion. Hutton's 
first job was copywriter at BBDO. 
He said one major appeal of station 
and rep promotion is the expanded 
creative scope it provides. Another 
attraction which promotion offers is 
the final sale, according to Hutton. 

Malcolm ("Mike") James, recent- 
ly appointed group sales manager, tv 
division, Petry, was formerly a time- 
buyer at Ted Bates, R&R, and Ander- 
son & Cairns. "One of the rewards 
which I find in the rep selling field 
is the greater latitude in media plan- 
ning for an account or prospective 
account," James said. "During my 
seven years as a buyer, there was 
usually one set of restrictions or an- 
other set up by the client, within 
which we had to work. On the me- 
dia side, you are free to develop a 
proposal which you think will do the 

most good and then you are free to 
sell it to the agency in whatever kind 
of verbal and written presentation 
you see fit." 

William J. Mathews, Jr., tv sales- 
man, Edward Petry, worked in me- 
dia and other departments at Y&R. 
In the rep field, he said, he had more 
opportunities for contacts "with peo- 
ple and a chance to work on more 
accounts than in the agency field . . . 
media selling also provides a more 
thorough orientation in broadcasting 
operations and, through travel, in 
market knowledge and comprehen- 



Louis A. Smith, v.p. of the Petry 
Chicago office, and former owner of 
an ad agency, said that small agency 
work was "fascinating, intriguing, 
creative but . . . those extra hours 
both day and night, spent over the 
copy table can't compare to the com- 
pensation received for the same 
amount of time used for a competi- 
tive sales pitch. When vou sell some- 
thing, the results are right there in 
front of you." 

A desire to concentrate on the 
broadcast media led Petrys tv re- 
search director, Bob Schneider, from 
agency to rep business. Exposure to 
all media, in a five-and-a-half-year 
stint at SSC&B. helped pinpoint 
broadcasting as his main interest. 
Rep research work, he feels, allows 
the researcher to develop an intimate 
knowledge of his medium and his 

In the CBS Radio Spot Sales shop 
one also finds a number of agency- 
trained individuals, among them, ac- J 
count exec Ray Kremer, formerly di- 1 
rector of radio/tv, Rutledge & Lilien- 
field and Lambert & Feasley ; account 
exec Gene Litt, formerly timebuyer 
at K&E and other agencies; account 
exec Warren Jennings, formerly ' 
at Peddlar & Ryan and Calt- 
kins & Holden; account exec Carleton 
Sieck, formerly v.p., H. Charles 
Sieck, Inc.: Hank Poster, director, 
sales promotion, formerly in media 
research, Biow Co., and director, ra- 
dio/tv, Goldenthal Agency; assistant 
director, sales promotion, Norm Gins- 

All say they are glad they once worked for ad agencies 

9 10 11 

FROM buyer to seller: (9) Warren Jennings, acct. exec, CBS Radio Spot Sales; (10) Ray H. Kremer, acct. exec, CBS Radio Spot Sales; (II) 
Eugene Litt, acct. exec, CBS Radio Spot Sales; (12) Smith, v.p., tv, Chicago, Petry; (13) Wm. J. Mathews Jr., tv salesman, Petry; (14) Bob L. 
Hutton Jr., p., tv promotion, Petry; ( 15) Arne Ramberg, mgr., Phil, office, radio sales, Kati Agency; ( 16) Frank McCann, East. asst. sis. mgr. tv, Kati 



2 july 1962 

burg, and former president, Creative 
Campaigns; John Buzby of the Chi- 
cago office, who worked for /imrner. 
Keller & Calvert and Mike Keating of 
the Los Angeles office who was with 
Honig. Cooper, and Harrington. Said 
the aforementioned Kremer, "\\ Inn 
ever I'm getting ready to make a 
Bales pitch, I ask myself how would 
tins sound to me if I were on the 
other side of the desk . . . the time I 
did spend on the "oilier side of the 
desk' in the agency business makes 
it easier for me to come in with the 
kind of offering that makes the most 
sense to the customer." 

Said Litt: "I'm glad I had time- 
buying experience in the agcncv 
field. It helps immeasurably in m\ mt- 

Iing thing- from the viewpoint of my 
clients and in making the best pos- 
sible recommendations to them." 

In the radio division of Edward 
Petry & Co., there is, for example. 
Martv Percival, Eastern radio sales 
manager, who previously worked for 
SSC&R as media research analyst 
and as timebuyer at McCann-Erick- 
son. '"The biggest single advantage, 
to me, in working for an agency was 
being exposed to the selling meth- 
ods of the best time salesmen in the 
broadcasting business," he said. 

Ed Rohn. Petry radio account 
exec, was a timebuyer and account 
exec at Maxon, Compton, Cecil & 
Presbr) and Warwick & Legler. Joe 
RafTetto. Retry radio account exec. 
came from ^ &R where he was senior 
media buyer. Raffetto thought selling 
was more creative and more challeng- 
ing. Joe Devlin. Petry radio account 
exec, came from D-F-S, where he was 
P media supervisor. Dick Branigan. 
another Petry radio account exec. 
was a timebuyer at JWT and Mc-E. 
• Roth Devlin and Rranigan said thev 
gained much on the agency side that 
is applicable in selling. 

Like other rep houses. Harrington. 
Righter & Parsons has lots of buyers 
who turned sellers, beginning at the 

I top with Turk Righter who for sev- 
eral years was a buyer at Y&R. 
Others include Burt Adams. HRP ac- 
count exec, previouslv with Mc-E: 
Robert Lamkin. HRP account exec. 
previously senior timebuver at 
Compton: John Jay Walters. HRP 
i Please turn to page 49) 



nc picture worth a thousand words? 

You give me LOCK) words and 

I can have the Lord's Prayer. 

the twenty-third psalm. 

the Hippocratic oath. 

a sonnet by Shakespeare^ 

the Preamble to the Constitution. 

Lincoln's Gettysburg address. 

and HI have enough left over for 

just about all of the Boy Scout oath 

and I wouldn't trade you 

for any picture on earth. 

I here are times when pictures 
not onlj add nothing, but they actu- 
all\ get in the way. For proof of 
this we can exhibit that nearly ex- 
tinct but well remembered art form. 
the radio drama." 

So spoke Dallas W illiams, presi- 
dent of Dallas \\ illiams Productions. 
Hollywood, when he recently ad- 
dressed the Southern California 
Broadcasters Assn. on the power <d 
radio sound. 

'"One picture i- worth a thousand 
words," William- quoted the famous 
phrase. "But I don't believe it." he 
continued. He followed his state- 
ment with a self-styled "Declaration 
of Independence" from the limita- 
tions of that well-known epithet of 
unknown origin. His words, widely 
acclaimed, were reprinted on parch- 
ment for distribution to admirers 
fsee picture above - !. 

Speaking further of the impact of 
the spoken word. William- said: 
"This vehicle [radio] can still evoke 
reaction- and emotions in it- listen- 
ers and prompt them to paint far 
more intricate pictures in their own 
minds than an\ motion picture could 
ever paint for tliem on the screen. 
I he greatest producer in the world 
would reach hi- limit- of sheer im- 
agination ami budget without even 
beginning to construct the setting 
that die merest child can build up in 
an instant. 

"Do \ on think \ on w ill ever in all 

your life hold in your hands a pic- 
ture that will match the word picture 

of libber McGee's closet? I've -ecu 
pictures ol Normandy beaches on D- 
Day, but never one that got to me 
quite like George Hicks did when he 
talked about it on the radio that 
morning." ^ 


2 july 1962 



^ Leading advertising spokesman gives new views on obstacles in radio and how 
to speed np radio's rebirth; illuminates some 'back-biting' comments in industry i 

John Crichton, president of American Association of 
idvertising Agencies, sets forth important questions in 
a speech recently presented at the 1962 annual convention 
of the Colorado Broadcasters Association. The text of 
the address is reprinted here for the benefit of SPONSOR 
readers. For a profile of Crichton see 21 May issue. 

Ladies and Gentlemen: 

As you have heard, I'm a Colorado hoy, and I was 
reared on Colorado radio. I built a crystal set and a tube set, and the object was to bring in KOA, KLZ. 
and KFEL loud and clear. 

1 think I was lucky, in* a way, because 30 years ago 
all radio was conscious of its cultural mission. Networks 
and stations were vying to bring to their audiences the 
finest in art and entertainment which was available to 
them. In my day, school children grouped in classrooms 
to listen to Walter Damrosch explain the background 
and detail of the music he conducted. And for many 
people, their first contact with the world of classical 
music and the great drama, came through radio. It was 
radio which pioneered the minute-by-minute reporting of 
sports and politics, which originated the public events 

I am, in short, one of that generation of Americans 
who has every reason to be grateful to radio, because it 
did so much to enrich our lives and to make life more 

Today I shall be talking primarily about radio. 

Many advertising agency men today believe that radio 
is in the midst of renaissance. They believe it for a 
variety of reasons. Most of my talk today will deal with 
the obstacles to that renaissance, and suggestions as to 
how the renaissance might be accelerated. The examples 
and quotes are drawn from member agencies active in 

First, let me make a very general statement. Radio is 
a great medium of communication, probably the closest 
thing to a truly universal medium that exists. There are 
radio station? in towns which can support no daily news- 
paper; there arc radio stations in towns where the total 
laydown of national magazines is a handful: there are 
radio stations in towns unreached by television. If the 
mosi baleful prophets of L950 had been completely right, 
ami networking had ended forever in radio, it is quite 
possible that some government service misiht have had 
to be organized. There is no question of the great 

national service radio performs, or of its contribution 

to the indi\ iilnal local conimunit\ . 

\..i is there am question of it* unique adaptability. 

About a month ago, when Astronaut Scott Carpenter was 
flung into orbit, men who lived in the commuting areas 
of New York could be seen clutching their transistor 
radios on the trains, following his epic flight. They had 
left their television sets, where they saw the preliminaries 
or the actual blast-off; on their laps, still folded in many 
cases, were newspapers printed several hours earlier 
which detailed the background of the new Project Mer- 
cury shot; but the medium able to adapt to the problem 
of supplying the latest news was the radio. 

Second, I don't plan to talk about the rate problems 
of radio. Because I don't talk about them doesn't mean 
there aren't problems. The lack of definition in rate 
cards as to what constitutes a local advertiser, or a 
regional advertiser, or a retail advertiser, or a national 
advertiser, makes selling difficult for vou. makes esti- 
mating difficult for agencies, and makes buyers extremely 
skeptical. In the belief that radio rates are totally un- 
fathomable, many advertisers and agencies have written 
radio off. 

I would like to cover five major points: 

1. The problems of too many radio stations 

2. The problems of too many commercials 

3. The problems of inadequate research 

4. The problems of automated buying 

5. The problems of ill-advised selling 

If any one comment runs through the views of major 
broadcast agencies, it is that radio suffers from too many 
stations and too many commercials. 

Obviously, neither of us can do anything about the 
number of stations. But Chairman Minow has now indi- 
cated that the FCC has recognized the problem, which 
presumably represents some kind of progress, and per- 
haps if the problem won't get better, it will get no worse. 

The number of stations means fractionated audiences. 
The fragmentation of the audience makes radio less at- 
tractive as an advertising medium. It makes it difficult 
for any broadcast measurement service to provide a 
service acceptable to most of the industry. The "num 
bers'' related to individual components of an over-all 
radio purchase are so small b) comparison to television 
today r or radio in its heydev that thev are subject to 
serious question based on measurement tolerances alone. 
Also, measuring out-of-home listening is most difficult. 

To say it simply, audiences to one commercial are rela- 
tive!) small. With audiences spread out over manv sta 
lions, high-frequency, multi-station purchases are gen- 
erall) needed to obtain satisfactory market coverage. 

This had led some agencies to conclude that radio can 
onlj he cffectiveK used in massive quantities. Others 
sa\ flat!) that the) now consider radio as a supplemental 



2 JULY 1962 




medium. "Radio has become i supplemental advertising 
medium which < ;m best be utilized i" deliver additional 
frequencj .it losl cost once the tnajoi or basic media 
plan bas been established." 

\n\linu. tin' numbei of stations has complicated the 
measurement problem in radio, and since radio is not 
adequately measured it carries tlii- defect into agenc) 
media departments, who like to I"- able t" figure efficien- 
cies, and i ake statistical comparisons with othei 

media a- a foundation f"i comparison. 

Now. with so main stations on the air and the decline 
of radio networking, ii was probabl) inevitable thai sta 
tions turned to local advertisers, and that the) sold l( 
great main commercials at low rates. But stations 
now heavilj commercialized. 

Advertising men, looking al this problem saj : 

"Stations arc jamming the air with commercials which 
in turn makes the medium less attractive to advertisers 
as well as the listener." 

"Some stations literalh throw in as mam a- 2') com- 
mercials an hour . . . the number of commercials in radio 
is astronomical. ... It seems to us inconceivable that the 
radio listener can be reached and influenced In the num- 
ber of commercials to which he is subjected in the i ourse 
of an hour." 

One major agency remarked the "low level attentive- 
ness." It said that radio is often regarded as background 
accompaniment to other activities, and unique commer- 
cial treatment is frequenlty required to gain attention. 
1 nhappily, because of over-commercialization, "advertis- 
ers creatheh have become either nois\ or cute, to sepa- 
rate themselves and blast their way out of the back- 

I think \ou may see that the problem of the many sta- 
tions, and the many commercials, and the inadequate 
research are in many respects one problem. 

The advertising agency looking at radio fears that 
"when radio becomes nothing but two musical numbers 
separated by a one-minute commercial, it becomes fairlv 
easy to operate a 'shutter' mind." And while they inn 
see and sympathize with the station operator who, caught 
in a profit squeeze resolves his problem by selling more 
spots, they believe it is hard on the advertiser and lis- 
tener alike. 

So far this has been a fairly gloomy speech. 

\\ ithout softenng any of what has been said thus far, 
agencies have some words of hope, as well: 

One agency says briefly that its television i- up and 
its radio is down, largely because it need- demonstrations 
for its accounts. "For bread and butter product-, when 
word pictures can do a job, where the argument i- essen- 
tially rational, where demonstration adds little or nothing, 
where a long, detailed expostulation isn't necessar) in 
these cases, radio always has been and always will be 
able to serve efficiently and effectiveh ." 

A New York agency, billing more than $40,000,1 
talks about a recent increase in the agency's investment 
in radio, due to a new client utilizing radio as a basic 
element in an introductory campaign. 

'Please turn to page 61) 



^ Values to advertisers of night network chainbreaks 
shown in basic spot presentation by CBS TV Stations 

^ Quick penetration of market, including hard-to- 
reach viewers, achieved with schedules of spot 20s 

WW hat amounts to basic advertiser- 
agency briefing on the use of 20-sec- 
ond spot announcements in prime net- 
work evening time is being delivered 
these days by the CBS Television Sta- 
tions division. 

Its new presentation, "The Prime 
Challenge," is designed to sell 20s on 
the five CBS TV o&o outlets and each 
pitch closes with a specific proposi- 
tion for a specific account. 

From an industry standpoint, how- 
ever, the "Prime Challenge" is of 

special interest because it spells out 
the case for prime time 20s in terms 
which are applicable to many station 
and spot situations. 

Becently representatives and sta- 
tions managers in certain markets 
have been reporting a softening of 
demand for prime 20s. due partially 
to the fact that more of these an- 
nouncements are now available (be- 
cause of the extension of chain break 
length) and partially to the resistance 
which certain agency creative depart- 

ments continue to put up against less- 
than-a-minute commercials. 

For such skeptics, the new CBS 
Television Station presentation is a 
formidable challenge in its delinea- 
tion of the values in the 20-second 
prime time spot. 

As put together by Robert F. Davis, 
the division's director of research, 
under the direction of Bruce Bryant, 
v.p. and gen. mgr., "The Prime Chal- 
lenge" covers nine specific advan- 
tages of 20s in network evening 

First comes the "universal appeal" 
of prime time. Says CBS, "It delivers 
all of your market — including the 
hard to reach segments: the working 
housewives (30 r < of all housewives) ; 
the mid-evening viewer, and the light 
viewing families." 

Second is speed of market penetra- 



Bell Telephone 

Blue Bonnet 




Chanel No. 5 

Chase & Sanborn 

Chef Boy-Ar-Dee 



Coca Cola 






General Mills 


Humble Oil 



Knorr Soups 







Peter Paul 





SOS Pads 





THIS, and other charts shown in this story are from "The Prime Challenge," a presentation on 20-sec. spots by CBS TV Stations 



l_> sponsok • 2 JULY 196: 


[ion. According to CBS TV, two 
s|ini> in prime time can deliver a net 

unduplicated weekly rating of 36; 
three >|ki|> a week, an unduplicated 
weekly rating of I!!: and four spots 
a rating <>f ">!>' < of audience. 

Four-week nel unduplicated ratings 
are <>.">'< for the two spots-per-week 
schedule. 80* - for three- a -week, 87^ 
for four. 

Third segment of the presentation 
ODvers the advantages of scatter plans 
in the use of prime time 20s. With 
scatter plans now in effect on all 
CBS-owned -tat ions. "The Prime 
Challenge" offers an example from 
iWBBM-TY which provides four dif- 
ferent adjacencies for a 20 over a 
four-week period and delivers a four- 
week net unduplicated rating of 67.2, 
slightly higher than the rating for 
two fixed spots. 

Four "Media Value" of prime eve- 
ning 20s. according to CBS spot 
salesmen, is Balanced Market Expos- 
ure. Says the presentation. "Adver- 
tising media typically concentrate on 
hard core audience segments. Even 
with television you get a lot of ex- 
posure to the heaviest viewers which 
tapers off among lighter viewing 

CBS TV maintains that prime time 
20s on a Matter offer an advertiser 
Ids best change to even off delivery 
of his message so as to reach all 
groups from heaviest to lightest view- 

To demonstrate the point it offers 
a special study conducted by Arbi- 
tral in New York, comparing two 
prime spots in scatter plans with four 
spots in the Tonight show. 

Both reached comparable gross rat- 
ver a four-week period (156.5 
for prime -pots. 156.1 for Tonight). 
Net unduplicated ratings showed a 
wide variation, however, with 74.5 
for the scatter plan 20s. against 
47.3 for the Tonight spots. 

Dividing these audiences into 
thirds i "Lightest exposed, medium 
exposed, and heaviest exposed" i the 
Arbitron study showed that the To- 
night schedule gave an advertiser 
great frequency (7.11 among the 
heaviest viewing third hut that he 


Comparing '20s' with "Tonight" Spots 


(Scatter Plans). 


4- week Gross Rating 



4- week Net Rating 









49 7 

24.9 V. 



exposed 3 47 3 wf§ 

MEDIUM 1/ 31 6 SS&S 



Avg . Frequency 2.1 


AS PART of its presentation on prime time 20-second spots, CBS Television Stations division 
offers charts from an Arbitron study which compared audience reach and penetration of two 
evening 20s and four spots on Tonight show, using unduplicated homes, weekly and monthly 



2 ji-ly 1%2 



■■ .■'.iiiiira: 

iii^i.Miiiffliira!' 1 .:.:.: 

Using '20s' with network schedules 






; 8.6 2.9 









Plus Exclusive Spot 18.4 





go Q : " 

3.5 x j 


EXP06ED 3 






TWO CHARTS above are from CBS Television Stations' presentation, outlining a 
schedule of prime time 20s to supplement an advertiser's heavy use of network 
tv. Presentation stresses network "imbalance" in reaching light viewers 


apparently achieved it only at the 
cost of reach (see charts). 

The fifth "media value" stressed by 
The Prime Challenge is big impor- 
tant markets and the CBS TV Station 
presentation even offers some com- 
parisons with network program buy- 
ing. It notes that a schedule of three 
nighttime station breaks in the top 
10 markets reach more unduplicated 
homes in a single week than does the 
average nighttime network program 
coast to coast, covering 165 markets 
(9,600.000 homes for the spots, 
9,065,000 for the network program*. 

The sixth "media value" in its 
presentation is the prestige and class 
of a CBS-owned station: the seventh, 
effective commercial length. Both of 
these points can probably be better 
handled in a face to face presenta- 
tion than in such a summary as this 

"Media value" Xo. Eight is good 
availabilities — again a specific CBS 

The ninth "media value" in The 
Prime Challenge, however, will inter- 
est many other stations and repre- 
sentatives, as well as agencies and 

According to Bruce Bryant, many 
media men and ad managers still 
don't realize the fact that prime time 
20s are now sold on modern rate 
cards. A combination of discount 
weight and pre-emptible rate struc- 
tures now permit an advertiser to buy 
these spots on a basis of "predictable 
audience values.' 

"Not too long ago you bought 
prime time at flat rates and you could 
end up with a 10 rating or a 30 rat- 
ing at the same rate. But spot tv is 
an ever-changing medium. Today you 
have this going for you — discount 
weight and pre-emptible rates. As a 
result you get predictable values. Also 
prime time allows you to move willi 
the audience that gives you this near- 
guaranteed value. For example, dur- 
ing the summer in many markets. 
>pol> next to the late evening news 
can often be the highest rated spots 
in the market. 

Following the discussion of the 
nine "media values" of the "Prime 
Challenge" CBS l\ spot salesmea 
present a specific plan to "effectiva 

l\ and efficient!) complement" the 

i Please turn to page 19 I 




2 july 1962 

Media i>roi>le: 

what they are doing 

and sd) ing 


Dan Delarg} is hoh the limebuyer lor Poster Gran! at Dona- 
hue & (!o«\ He was previously with Campbell-Ewald. . . . Ron 
Siletto, who was an assistant buyer on Yuban, has been made 
a buyer on I'osi Cereals at \>\ l>. ... In Chicago, Jack Bard joined 
I .iiliam-l .linl as media director. Formerly, he was v. p. in charge 
of marketing at Edward Weiss & Co. His responsibilities will be 
the same as former media department manager John Singleton, 
who was named account supervisor on their IV\(. account. 

DISCUSSING Plaid Stamps' spot plans: (l-r) Phil Leopold, Mike Hauptman, WABC, 
N.Y.; Ken Hall, D'Arcy a.e.; Ann Willis, Miss Plaid Stamps; Charlie Greer, WABC 
personality; H. Turner, client's merchandising mgr., Bob O'Connell, D'Arcy media buyer 

Things )<ni should know about Fletcher Richards, Calkins <X Holden: 

The media department is based on the concept that media and market- 
ing are inseparable. John Ennis, v.p. and media director, told sponsor, 
"It is impossible for me to describe the media function other than as an 
adjunct of marketing. An understanding of the market for any given 
produce — its current characteristics and its predictable future potential 
— is required study before media selection." 

During the week that SPONSOR observed FRC&ICs media 
department, buyers Jim Kelly. Frances John. Liz Griffiths, asso- 
ciate media director Bob Boulware. and media director John 
Ennis attended account management group conferences' with 
persons from marketing, research, and other departments in 
order to learn about the marketing objectives set by the client 
and agency. 

i Please turn to page 46 ' 

sponsor • 2 JUL? 1962 






Broadcasting To 

Kansas City's 



Irv Schwartz 
V.P. I Gen. Mgr. 

BAItimore 1-0077 


WEEKDAYS 5 to 6:30 PM 

HAS the Adult 




Average Share of Audience 


Nielsen Feb-Mar '62 



Call rjsjjU 




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

Regional Neivs Sports D Weather 
Commentary 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 ' T ' 0B ^- CC:0 

SRDS listing; Consult John C^h^l 

E. Pearson Co. for details, radio network 


{Continued irom page 4J 

\t these meetings, preliminary recommendations made by both client 
and agency were appraised in terms of marketing objectives. This was 
followed by buyer work sessions, under the supervision of either Ennis 
or Bouhvare. to discuss the media problems which arose at the account 
group meetings. 

The buyer on each account subsequently worked with the 
associate media director and media director on a written report 
in which the media plan was incorporated into the over-all mar- 
keting program for presentation to the client. Several more 
meetings between client and agency personnel were then held 
to study the media plans further, and the campaign was then 
set in motion. 

MEETING -for lunch, Fran Conway (I), director of sales for WDAU-TV. and Bob Eagan, 
D-F-S media buyer on P&G's Oxydol, talk about the Scranton market at Pen & Pencil 

Jim Kelly, Frances Johns, and Liz Griffiths, who buy for such 
accounts as Eastern Air Lines. U. S. Rubber, and J. P. Stevens, 
are able to plan and execute programs in all media as well as 
interpret sales opportunities and problems within the frame- 
work of the market-media analvsis. 

Winners of the recent W15K.B. Chicago. Timelun er's Talent Test were 

Catherine Nobel of McCann-Marschalk, New York; Len Stevens of. 
Weightman, Inc., Philadelphia; I. any Claypool of JWT, Chicago; and 

Jane Dahlgren of Honig. Cooper, and Harrington. San Francisco. For 
estimating closest what channel 7's Award Movie would do over a six- 
week period in the average Trendcx ratings, each received an all-expense 
paid trip f<>r two to \ruba, WVI. ^ 



2 JULY 1962 


i Continued from page '-> i 

sponsor ha- I-mi lied, h Dm M-vei al re- 
liable sources, thai while pari- of the 
Colgate and Brown Si Williamson 
schedules were cancelled, they were 
far From total, perhaps even nominal, 
ami that while the Cartel schedule 
was cancelled outright, it was rein- 
stated a week later. Ton. American 
Home Products, as sponsor previ- 
ously reported, declined to go along 
with the agency's position, and re- 
tained it- schedules in full. 

"It was coercion 1>\ language, not 
out-and-out deed." noted one observer 
of the dizz) ing scene. 

"It was a chance for publicity, an 
opportunit\ to solidify the agency's 
role of advertiser-protector," said 

Surmised one network official, "1 
think it happened this wa\ : most of 
Bates' clients, keenlv aware of the 
growing broadcaster dissatisfaction 
with product protection, nodded an 
okay to the agency to proceed — but 
with caution. I understand a couple 
of these clients privately warned the 
agency to make damn certain they 
didn't lose am choice availabilities 
on top-rated -tat ions, product protec- 
tion or do product protection." 

Savs Edward Grey: "It is unfortu- 
nate that concern for the advertiser 
is not recognized by certain factions 
in the industry. After all. he pays 
the bills. If patterns in the industry 
have changed, we think a decision as 
important as this one [Westing- 
house's] should have been made on 
a careful evaluation of the situation 
as it exists today. Bv depriving the 
advertiser of the insulation around 
his advertising, what benefit does he 
pick up in exchange? If he is not 
getting a> much value as he got previ- 
ously, shouldn't rates be lowered?" 

And. referring to the relative si- 
ence of other agencies during the 
ieat of the battle. "I'm frankly 
shocked that so manv people fail to 
ecognize that their obligation to 
their clients doesn't cease once the 
buy is made. We believe our obliga- 
tion and responsibility extend far 
beyond the actual purchase of space 
and time." 

One other agency, at any rate, did 
not keep silent. On the heels of the 
Bates action. Benton & Bowles spoke 
out, declaring — through Lee R. Rich, 

enior v. p. for media and television 

programing thai il would refuse to 
pa) for commercials broadcasl within 
L5 minutes of competitive Bpots. I'ln- 
polic) was presumably approved by 
the agenc) - client-, two of which 
Proctei & Gamble and General Foods 
— are among the nation"- three lead- 
ing spot advertisers. Procter & Gam- 
ble itself, with over $50 million in u 
-pot last year, came oul with no- 
reservation insistence upon strict 15- 

minute adherence, indicating that fu- 
ture I'Mi older- will be contingent 
upon Station guarantee- of t Ii i - mini- 
mum protection. 

Rich, in a special statement to 
SPONSOR, said. "I understand the 
autonomy of station policy, but if 

station- are not going to give our re- 
quired protection, the) mu-t tell us 
when we make the initial buy. If 
they don't give protection without 
telling us in advance, then I don't 
care what their policies are, we will 
refuse pavment on the unprotected 

After the Renton & Bowles entry 
into what 1>\ now had become the 
new darling of the press, the surmises 
were more frequent than the facts. 
The questions most chewed over by 
daily papers and trade journal-: 

Did ABC's delay in answering the 
Bates inquiry indicate another West- 
inghouse all\ ? Would Corinthian 
i which, b) this time, bad advised 
Bates that a separation of 10 minutes 
or more would be observed between 
products which, in the station's judg- 
ment, were directh competitive) stick 
bv its guns? Was it possible that the 
silence of Storer and RKO General 
could mean a breakthrough for the 
station cause? If NBC. whose policies 
extend to o&o operations, had had a 
10-minute protection policy for al- 
most two years, why did Westing- 
house alone bear the brunt of Bates' 
ire? And. finally, would Westing- 
house itself he backed into a corner; 
by the process of elimination be 
forced to retreat? 

One by one. they were answered. 

ABC notified Bates as follow-: 
"The ABC-owned tv stations have al- 
ways endeavored to grant advertisers 
15-minute separation from products 
which are competitive in the station's 
judgment. This remains our polic\ 
at the present time, Among obvious 
exceptions are announcements sepa- 
rated 1>\ programs of less than 15 
minutes, also announcements appear- 
ing in dramatic programs or feature 


2 july 1962 

filnu where, due to plot const] ui tion 
oi -i"i \ development, a< t- ma) \ at j 

.1 lew minute- fi mil tin- I > minute 

average separation we make everj 

.Ibut to maintain." 

Corinthian, in eflei t, follow ing .> 

-eiic- of meeting- with Cre\ and 

othei Bates officials, submitted a 

ond letter to the agency which quali- 
fied it- first exceptions to "endeavoi 
to keep 15-minute prote< tion, ' re- 

portedl) -imilai i" \l'>< !'s. I lonald L 

Real ne\ . < '.<<i inlliian - il i i ■-. [Or 01 
-ale-, has told SPONSOR that earlier 
anger and misunderstanding have de- 
parted the stage, that hi- group's rela- 
tions with Bates are again 001 m d 
and workable. 

As for Storer and RKO General, 
Bates anticipates no undue conflicts. 
Storer, through v. p. Bill Michaels, re- 
sponded to the Bates inquiry on 13 
June with an assertion that the prod- 
uct protection polic\ for it- five sta- 
tions exceeds, in most instances, the 
"safety zones" demanded by adver- 
tisers. Storer also saw the problem 
as too complex for simple formula or 
common policy, noting that the ex- 
panding use of multi-product com- 
mercials both on and off the network 
was compounding the confusion. 

And that left NBC. Correction. 
That leaves NBC. In its way, this is 
the most ironic development in the 
entire fracas. The network's 10- 
minute separation policy, though offi- 
cially around for almost two \ears. 
has never been widely publicized. If 
anything, it has been almost secretive. 
Grey himself claims not to have been 
aware of it at all until he read about 
it in the 7 June New York Times. \nd 
while other agency media chiefs, with 
whom SPONSOR spoke, admitted to 
the "vague recollection that it was 
there," virtually all said they had 
never had less than 15-minute protec- 
tion from either the network or the 

But the very fact that it was there 
— had been there all along — could 
not be summarib dismissed. SPONSOR 
put the question bluntlv to Gre) : 
"Having taken the stand that you 
have with the Westinghouse group, 
will you take similar action with 
NBC?" Replied Grey: "We cannot 
have two set- of standards. We have 
asked NBC to revise it- policy." 

Will NBC oblige? Speaking for the 
network. Joseph J. Iaricci, h Bales 
administration director, told SPONSOR 
late la-t week: "We do not contem- 


plate changing our current policy on 
product protection." Said a spokes- 
men for the o&os: "We have received 
a request from Bates to reconsider 
our stated policy, and we now have 
that request under advisement." 
Meanwhile, with neither cancellations 
nor threats of cancellations, hoth the 
network and most seasoned industry 
observers see the touchy situation 
headed quietly for limbo. 

As one observer regards it: "With 
virtually the entire industry now 
pretty securely in Bates' pocket, a 
fuss over a network and its stations 
which have provided 15-minute pro- 
tection regardless of so-called policy 
would be utterly ridiculous. It would 
be not only a foolish but a fatal mis- 

And Westinghouse? Now that the 
king-size recriminations belong large- 
ly to history, practically every net- 
work spokesman, group executive, 
station manager, agency representa- 
tive and rep with whom sponsor has 
spoken see the air not only clearing 
but — for all practical purposes — al- 
ready cleared. 

"It's simply a matter of face- 
saving for both sides now," sums up 
one outside agency source. How? 
Through language — the turn of a 
phrase, the qualitative description 
similar to that which got Corinthian 
"off the hook." 

As sponsor itself can now sum up 
the situation — a situation making 
June somewhat warmer than is sea- 

1. While privately a growing num- 
ber of agency media heads see the 
10-minute separation as inevitable in 
the future, they feel advertiser accept- 
ance must be "natural, brought about 
by individual instances, not shoved in 
the face like pie." Others, like Frank 
B. Kemp, senior v.p. and director of 
media for Compton, stand solidly 
behind rigid separation policies. 
Kemp's statement to sponsor: "Prod- 
uct protection is a must. We have the 
bare minimum now [15 minutes] 
and. if anything, that time separation 
should be increased. The medium 
should begin thinking of its own 
image with the public. When compet- 
ing messages are on top of each other, 
the viewer loses faith." 

2. While emphasis throughout has 
been on product protection, many 
broadcasters ami network officials see 
the threat a- more extensive. "The 

real worm in the apple," says one. 


"is the problem of copy claims." 
NBC's Iaricci points out the case of a 
leading soap which claims smooth- 
ness and softness of skin, elaborates 
upon deodorant values, promises 
glamour. Almost whollv sensual, the 
copy sells everything but what soap 
is bought for: to wash with. But, be- 
cause of copy, deodorants, cream lo- 
tions, etc., are in direct conflict. And 
since the major tv advertisers are 
soaps, drugs, and foods, the chances 
of copy similarity are continually 

3. While the trend in both the 
advertiser/agency and broadcaster 
camps is now toward amicable, "nego- 
tiated" settlement, the basic problem 
of product protection is far from 
solved. However overwhelmingly 
most stations have reassured Ted 
Bates, the 15-minute restriction re- 
mains their thorniest thorn. Nor are 
the networks free from strain. One 
official notes an advertiser whose buv 
for the coming season calls for eight 
60-second spots spread over a week's 
nighttime schedule, with multi-prod- 
uct advertising in each one. "And 
they demand product protection?" he 

4. While some industry hopefuls 
see eventual solution to the problem 
in the coming together of representa- 
tives from TvB, ANA and the 4A's 
(they've held preliminary meetings 
during the last two weeks), most in- 
dustry observers see little likelihood 
of accomplishment. If not concilia- 
tory — several have confided to spon- 
sor — their atmosphere is so clouded 
with "good intentions and generali- 
ties that the practical job of taking 
the bull by the horns is eluding 
them." TvB, for example, is now 
making more moderate its original 
"product protection is obsolete" pro- 
nouncement, advising stations to 
"give as much product protection as 
possible." Reason: "The complexities 
of the issue make hard-nosed policy 

But that 15-minute protection de- 
cidedly is on its way out. the major- 
ity seem fully convinced. "We had 
one hour protection once." a network 
spokesman points out. "And regard- 
less of whether or not Westinghouse 
lumped the gun, regardless of how 
victorious the agency position ap- 
pears on the surface, regardless of the 
carnival war this whole affair has 
been turned into- the true signal lia- 
been sounded, the rest is simply time. 

The 10-minute separation is certain 
to come, sooner or later, and eventu- 
ally the judgmental area of product 
protection will be wholly in the hands 
of the individual broadcaster, where 
it rightfully belongs." ^ 


\ Continued from page 30) 

seconds; live action, over 45 seconds; 
cartoon, 15-45 seconds; cartoon, over 
45 seconds; animated objects, 15-45 
seconds; animated objects over 45 
seconds; series, live action; and se- 
ries, animation. The most coveted 
awards won in these categories, and 
announced by an internationally- 
selected six-man jury, were: 

Reach McClinton & Co. for "Two 
Crates," Martini & Rossi vermouth 
i Renfield Importers. Ltd.), produced 
by MGM Studios, directed by Rich- 
ard Donner. 

VPI Productions for "Desert," 
Volkswagen station wagons, Volks- 
wagen of America, directed by John 
Capsis and George Tompking. Agen- 
cy: Dovle Dane Bernbach. 

Farkas films for "Let your fingers 
do the walking," \ ellow Pages, 
AT&T, directed by Nicholas Farkas 
and Edward Kogan. Agency: Cun- 
ningham & Walsh. 

Meldrum & Feu smith for "Five 
Car Start," Exide batteries, Electric 
Storage Battery Co., produced by 
Roland Reed Productions, directed 
by Duke Goldstone, Arthur Pierson, 
and Bruce F. Stauderman. 

Larkins Studio, in association with 
Film Producers Guild, for "Woman 
Shopping," Horlicks. Ltd., directed 
by Richard Taylor. Agency: J. Wal- 
ter Thompson. 

Johnson & Lewis Advertising 
Agency for "Cellist." Bank of Amen 
ica-Bankamericard, produced by Film 
Fair, directed b) Man Alch. 

Alexander Films (S./L, PTY)i 
Ltd.. Great Britain, for "British 
Overseas Airways Corp.," directed 
by B. Stoltz, P. Rubens, and K. Louw. 
Agency: P. N. Barnett Co. (PTY)j 

Guild Television Service. Ltd.. in 
association with Fihn Producers 
Guihl for "Tools to Trust," Spear I 
Jackson tools, directed by R. E. I). 
Potter, Stanley Campbell, and Steve 
Race. Vgenc) : Oelrichs Advertising, 

Studio Lambert. Ltd. for "Si\- 
pence," Toblerone chocolates (Choc- 
olal Tobler, Ltd. i. directed In Mai 


2 juli 1 ( )()2 

till J. Locke. Agency: Greenlys, Ltd. 
\. / . Joop Geesink's Filmproduc- 
tion> for "Dollywood." National Bis- 
cuit Co., directed by Jan Coolen, 
Gerard Christenhuis. Agency : Mc- 

Anglo-Scottish Pictures. Ltd. foi 
feature Story," Hotpoint refrigera- 
tors, directed hv \\ . \. \ ickers. 
Addlestone Special Effects Studio. 
Agency : 'N oung \ Bubicam. 

Fuller & Smith & Ross for "Dura- 
bility," Aluminum Company of 
America, directed 1>\ Robin Hard] 

and George \\ ) land i produced by On 
Film, Inc. i . 

Reach McClinton & Co. for "Crate 

at Sea." Martini \ Rossi vermouth 
(Renfield Importers, Ltd.), pioduced 
hv Columbia Pictures-Screen ("»ems. 
directed 1>\ Edgar Heath. [Ed. note: 
Tins award was in addition to the 
[wo ('rates' winner, named ear- 
lier. | Cineastes Associes for "Beg- 
gin Man. Frisk) Man." Kennoineat 
dog food (Robert Wilson \ Sons. 
Ltd. I . \gency : S. H. Benson, Ltd. 

The international team of judges 
included Leon Raymond (Jits I Belgi- 
um I : Don Francisco Garcia Huescas 
(Spain); Dr. Carl Kalin l Switzer- 
land l : Thomas Olesen (Holland): 
Conte Metello Rossi di Montelera; 
and Harry Wayne McMahan ( Tinted 
Slate-). ^ 


(Continued from page 35) 

tern teletype machines. 

I he teletype- replaced a "hot 
phone" set-up 21 May. which re- 
quired station employees to take 
down the information and to repeat 
for correctness, a tedious job. 
However, phones remain installed as 

hack stop. 

At Idlewild. the "Flite Facts" co- 
ordinators are in constant touch not 
only with the airlines meteorologist 
there, but also with Eastern's meteor- 
ologist in Atlanta. This knowledge 
is supplemented by U. S. Weather 
Bureau reports throughout the coun- 

In addition, the coordinators know 
about the availability or location of 
equipment in the entire Eastern sys- 
tem x ia SCOPE. 

Whether "Flite Facts" has proved 
to be the answer Mclntvre sought to 
cut the "telephone jam," may partly 
be answered this wav : the contract. 

originally scheduled for 13 week-. 

has been extended through June 


Eases impact of strike 

As SPONSOR went to pre—. "Flite 

Pacts' was announcing hourly that all 
of Eastern's flights had been cancelled 
due i<i the flight engineers' -tiike. 
which at that time also threatened 

other airline-. 

A spokesman for Pa-tern which 

temporarily, discontinued t\. prinl 

and other radio advertising said 

that '" 'Flite Facts' certainly has been 
successful in keeping people oil the 
phones and away from the airports. 
We can only imagine what wed be 
going through now without it." ^ 


(Continued from page 39) 

account exec, previously buyer at 
DPS. and Lionel Schaen. account 
exec, previously timebuyer, media 
supervisor and bead of radio tv de- 
partment, C. J. LaRoche. Adams 
summed up the feeling of the HBP 
group when he said: "I prefer the 
rep business because here the sales- 
man is more directly responsible for 
the economic success of his company 
and bis stations. He can see the re- 
sults of his efforts . . ." 

At John Blair & Co. there's Lou 
Faust, v.p. and general sales man- 
ager, who worked as timebuyer at 
William Fsty and Biow. Faust likes 
it better on the selling side where he 
works on lots of accounts and meets 
more people. Al Long, also a Blair 
man. worked for D-F-S and Mc-E. 
Jerry Gibson worked at Mc-E. 

At Blair TV Associates, there's Jim 
I beiss. v.p. and general sales man- 
ager. Theiss worked at Benton & 
Bowles as timebuyer. '"Selling im- 
pels more initiative and creativity,'" 
he said. 'T enjoy selling better than 

At Blair TV, one finds Pete Fulton. 
He worked at Compton as a Inner. 
"I left the agency business because I 
wanted more freedom of expression," 
he said. Blair's Joe Gavin worked at 
Franklin Bruck \gencv as a time- 
buyer and al-o saw service with Cun- 
ningham and Wal-h. "Ever) -ales- 
man should spend time as a buyer 
SO that he could have a better under- 
standing as to what the buyers' prob- 
lems and needs are." Gavin observed. 
there are several "colonels" at 

Petei -. ( .i illni. \\ oodward, In< .. who 
hi the categoi j "I buyers w ho I" 

came -ellel-. I lie\ inrlude the |.r. - 1 

dent-tv . Plo\ d Ci iffin, and Roj I erzi, 
t\ account exec. I i om radio there is 
\ .p. Pee \ anden-1 landel. Ci iffin 
worked foi kii"\ Reeves Advertising 
for many years, lerzi formerly was 
media supervisor at I) IS. Said 
[erzi: "In the buying and Belling of 
spol t\. both buyers and sellers use 
the same tools. Ii naturally helps the 
sellei i" be more efficient and help 
ful if he know- how the buyer will 
use the tools. \ anden-1 landel i ame 
to P(»\\ from Director of Force, Inc., 
Y J. ad agency . 

Many salesmen at Wery-Knodel 
came from ad agency ranks, among 
them Donald F. McCartv. director 
of radio sales. N. Y. McCarty was 
in media al S. E. Zubrow Advertis- 
ing, Philadelphia. He feel- that in 
selling spol radio he can be more 
creative in his thinking on proper 
utilization of the medium. A-K's 
Santo J. Crupi of the Boston office, 
was media director at the Hermon 
W. Stevens Ad Agency, Boston. 
Crupi said one of the most gratify- 
ing aspects of rep selling was the 
responsibility for making indepen- 
dent decisions and recommendations. 

John J. Del Greco, N. Y. sales, 
Avery-Knodel, was formerly time- 
buyer at Lennen iv Newell. Del 
Greco says there's very little differ- 
ence. The basis of good selling is to 
know and accurately convey informa- 
tion about a product. He said good 
media buying i- based on thorough 
knowledge. ^^ 


2 JULY 1%2 


{Continued from page 44) 

present advertising schedules of a 
specific ad\ ertisei . 

Typical of these is a -ample plan 
for "Whiz-O." CBS TV Station- di- 
vision analyzed present \\ hi/-() net- 
work audiences in P<>s \ngeles, pr"- 
posed to supplement it with a sched- 
ule of 20s over KNXT, that employed 

one fixed spot and three "c nine 


For the great bulk of the industry, 
however, the most interesting aspect 
of the Prime Challenge i- the strong- 
est basic briefing it offers on the use 
of prime time 2H-. and the arguments 
it advances for the value of this type 
of spot buy . ^ 




(Continued from Sponsor Week) 

mit in color shows fed by ABC TV in 

He listed Flintstones, Jetsons, Mat- 
ty's Funnies and certain feature films 
as scheduled fall colorcast. 

NBC TV's color list includes Meet 
the Press, Walt Disney, Bonanza, Du- 
Pont, Price is Right, David Brinkley. 
Laramie, Empire, Virginian, Perry 
Como, Hazel, Andy Williams, Sing 
Along with Mitch, Jack Paar, Joey 
Bishop, some Saturday movies and 

Perhaps the largest gathering in Chi- 
cago in the past decade of top name 
advertising, broadcasting, and pub- 
lishing executives assembled at a 
surprise testimonial luncheon for 
John H. Piatt. 

Piatt retires this week as senior 
vice president of Kraft Foods after 
43 years with the company. Some 
of the guests: Marvin Harms, Robert 
Kintner, Fairfax Cone, Maurice Need- 
ham, Leo Burnett. 

Thomas B. McFadden, a veteran of 
almost 28 years with NBC, departs 

EXECUTIVE CORPS of CBS Radio Affiliates Assn. welcomes members to New York meeting 
on convention agenda. L-r: Frank Stanton, CBS pres.; E. K. Hartenbower, KCMO, Kansas City, 
dir. and chmn. of the Assn.; Arthur Hull Hayes, network pres.; John S. Hayes, WTOP, Wash. 

LIKE OLD TIMES — A panoramic view of some of the over 100 antiques that took part in the 
eighth annual WOODIand Antique Auto Tour sponsored by WOOD (AM & TV), Grand Rapids 


ROARING 20's antique radios viewed by 
James M. Moroney, Sr. and Jr. of A. H. Belco 
during WFAA, Dallas, 40th birthday party 

MISS CENLA, Jo Ann Wooton, won glamour 
contest run by KALB, Alexandria, the "voice 
of mid-Louisiana," and chance for Miss U.S.A. 


the network in mid-July to head a 
marketing program at Trans-World 

Currently vice president and na- 
tional sales manager of NBC TV, Mc- 
Fadden will direct an expanded sales 
program at TWA aimed at creating 
increased desire for air travel. 

Financial report. Sales for Andrew 
Jergens for the six months ended 31 
May were $17,191,486 and earnings 
were $878,312 or 58 cents per share 
compared with $15,298,670, $729,518, 
and 48 cents per share for the com- 
parable period of 1961. 


hoff to vice president for special ac- 
counts at Schick Safety Razor . . . 
George Fenmore, publicity director 
of Ideal Toy, to Bennett Public Rela- 
tions as senior assoicate . . . James 
V. Bassett to president of interna- 
tional operations of Borden Foods 
. . . Richard G. Secrist to vice presi- 
dent of Vick Chemical. 


Carl Alley, vice president and direc- 
tor of Papert, Koenig, Lois, has re- 
signed to set up an agency with his 
own name. 

Alley's first account is Volvo Im- 

port, a $200,000 account formerly 
based at Sind & Sullivan. (Kastor, 
Hilton, Chesley, Clifford & Atherton 
retains the marine division.) 

Washington, D.C., agency head Henry 
J. Kaufman had some advice for 
agencies which he delivered at the 
31st annual management conference 
of the National Advertising Agency 

Talented writers, solid researchers 
or superior merchandisers are essen- 
tial in the agency business, he said, 
but what is really needed is leader- 
ship and good management. 

Appointments: National Council of 

FIRST PRIZE award for sales effectiveness and creative excellence in radio commercials 
to Liller, Neal, Battle & Lindsey, Atlanta, for Rich's Department Store. L-r: agency pres. 
Bill Neal; Rich ad mgr. Loring Blaclcstone; state radio-tv representatives assn. pres. Dick Hunter 

BLOOD BROTHERS — Chief Wah Nee Ota, 
Creek-Seminole, adopted Elton H. Rule (r), 
ABC v.p., gen. mgr. of KABC-TV, Los Angeles 

ALOHA is presented in New York to Robert Jamieson, assistant busi- 
ness mgr. of CBS TV station clearance, and his staff, from affiliate 
|<Grv1B-TV, Honolulu, to celebrate start of same-day news programing 

CREATIVITY is cited by Southern California Broadcasters Assn. 
whose pres., Robert Light (I), presents award to King Harris, Fletcher 
Richards, Calkins & Holden exec, v.p., for W. P. Fuller radio campaign 


2 jul* 1962 


Tourism of Mexico to The Wesley As- 
sociates . . . W. A. Sheaffer Pen ($1.5 
million) to Gardner, effective 1 Janu- 
ary . . . Prudential Wares division of 
Ekco Products to Bozell & Jacobs 
. . . The Pennsylvania State Demo- 
cratic Committee to North Advertis- 
ing for its statewide 1962 ad cam- 
paign . . . American Cyanamid agri- 
cultural division to Dancer-Fitzger- 

International entente: Norman, 
Craig & Kummel has joined the 
growing list of agencies with over- 
seas affiliations. Agency has ac- 
quired a stock interest in Crane 
Advertising, Ltd. of London and 
now, in concert with Crane, plans 
to buy an interest in agencies in 
France. Italy and Germany. 

Mergers: Larrabee Associates and 
Allan Jack Lewis to form Larrabee & 
Lewis. Combined billings are $3,500,- 

Top brass: D. James DeWolfe to sen- 
ior vice president and management 
account supervisor on Colgate-Palm- 
olive at Lennen & Newell . . . Edward 
T. Parrack to president of Ketchum, 
MacLeod & Grove, succeeding 
George Ketchum who moves to chair- 
man of the board and continues as 
chief executive officer. 

New v.p.'s: Roy R. Borden at Adver- 
tising Counselors of Arizona . . . 
James W. Packer at John W. Shaw 
for station relations . . . Barry B. 
Combs at Universal Advertising 
Agency . . . William J. Ratcliff, at 
N. W. Ayer for tv and radio commer- 
cial production. 


Ney to marketing services group 
head at Kenyon & Eckhardt . . . Leo 
E. Hughes, Jr., to account executive 
at Geyer, Morey, Ballard . . . Henry 
Brenner to president, Babette Jack- 
son to vice president and Rose Marie 
O'Reilly to secretary-treasurer of Ra- 
dio and Tv Research Council for 
1962-63 . . . Harold Levine to direc- 
tor of market and product planning 
for the pharmaceutical division of 

Shaller-Rubin . . . Doris J. Rossi to 
broadcast writing and production at 
E. J. Hughes . . . R. David Nathan to 
director of radio-tv at Shaller-Rubin 
. . Thomas Nipper to Los Angeles 
business manager at Young & Rubi- 
cam, replacing David Van de Walker 
who resigned . . Irving Orenstein to 
the creative staff of Weightman, Phil- 
adelphia . . . John W. Cantwall to the 
research and copy department at 
Jack T. Holmes . . . Andrew Doyle to 
the creative service division of K&E 
. . . William R. Ayers to the tv pro- 
duction department of Compton, Chi- 
cago . . . William L. Shotwell to ac- 
count executive at Henderson Ad- 
vertising and Henderson-Ayer & Gil- 
lett . . . Malcolm P. Murphy to asso 
ciate director of the evaluation-sales 
analysis division of Schwerin . . . 
Frank J. Goodwin to manager of pro- 
duction, traffic and forwarding at 

TV Stations 

New quarters: KOAT-TV, Albuquerque 
will move into a new building in 
early fall located near the University 
of New Mexico . . . Ground has been 
broken in Davenport, la. marking the 
beginning of construction on new tv 
and radio studios and offices for 
WOC . . . Channel 13 of Rochester, 
the firm formed to run the new third 
station in the market, has moved 
into offices in the Powers Building at 
16 Main Street W., Rochester. 

Kudos: WRCV-TV and radio, Phila- 
delphia, were awarded the USO Lib- 
erty Bell Award for distinguished 
service to the USO . . . Paul R. 
Swimelar, local sales manager of 
KOMO-TV, Seattle, was elected presi- 
dent of the Seattle Executives Assn. 
. . . Fred S. Houwink, vice president 
and general manager of WMAL (AM 
& TV), Washington, D. C, has been 
elected president of Better Business 
Bureau of the city for a one year 

McFadden to account executive with 
the local sales staff of WJW-TV, 
Cleveland . . . Don Thompson to sales 

development director at KOLO-TV, 


The existing NAB Code got some 
strong support recently from John 
Box, Jr., managing director of the 
Balaban stations. 

Box told the summer convention 
of the Wisconsin Broadcasters' Assn. 
that adherence to the code was the 
primary answer to the critics of 
broadcasting and the only current 
alternative to governmental regula- 

The Illinois Broadcasters' Assn. is 
urging its members to support the 
industry through scholarships to col- 
leges and universities. 

The hope is to fill the need for 
qualified broadcast newsmen. 

One effort in this direction: a 
$1,000 grant made to Bradley Uni- 

Dougherty, vice president of Capital 
Cities Broadcasting, to president of 
the Rhode Island Broadcasters Assn. 
. . . Betty Furness was re-elected 
president of the TV Academy's New 
York Chapter . . . Ray Ruester, direc- 
tor of the news and special events 
department of WLOF-TV, Orlando, to 
president of the Florida UPI Broad- 
caster's Assn., replacing Harry 
Hughey of WSBR, Pensacola, who 
was chosen as director . . . Peter 
Kenney, Washington vice president 
for NBC, to NAB's Radio Board of 
Directors succeeding P. A. Sugg. 

Kudos: The Connecticut Broadcast- 
ers Assn. was congratulated by Gov- 
ernor John Dempsey for its 1961 pub- 
lic service record. 

Radi o Stations 

Curent plans are to expand the Na- 
tional Negro News Network now op- 
erating in four markets. 

Charter members are WDAS, Phila- 
delphia, WWRL, New York, WAOK, 
Atlanta, WAMO, Pittsburgh. The sta- 
t T ons feed each other news of inter- 



2 juu 1962 

est to Negro-market listeners. 

The NNNN was formed a month 

U. S. motorists average one hour of 
car radio listening every day, accord- 
ing to RAB's latest presentation 
called "Driving Force." 

Study is based on interviews with 
3,000 motorists in six major markets. 

Two market studies are being circu- 
lated to clients, stations and agen- 
cies lauding coverage in New Eng- 

One from the Yankee Network is a 
28-page brochure emphasizing the 
New England coverage of this 32- 
station chain from Connecticut to 

The other, covering the state of 
Maine, is from the Maine Broadcast- 
ing System and is entitled "Remem- 
ber the Maine — Market, that is." Bro- 
chure stresses that the state's popu- 
lation almost doubles during the 
summer months. 

While radio stations across the 
country are celebrating their 40th 
anniversaries, one station plans to 
turn the clock back to 1776 on 4 

WAME. Miami will celebrate the 
American Revolution by playing, 
for the entire day, music of the 
1700's and six hours of news broad- 
casts pertaining to 4 July 1776. 

Conceived, written and produced 
by station manager Murry Woroner, 
the venture had the advice of 
faculty members at Dade County 
Junior College. 

Washington Federal Savings and 
Loan of Miami Beach underwrote 
the costs of the production and is 
scheduling non-commercial an- 
nouncements throughout the day to 
promote a free fireworks exhibit 
they are presenting. 

Ideas at work: 

• WMT, Cedar Rapids, has pre- 
pared two 40-page histories of its 40 
years — one recommended for stock- 
holders charting the vital statistics 
of the station and one a chuckle ver- 
■ion designed to demonstrate that 

while radio is a serious business it 
has its lighter moments. 

• WLS, Chicago, is featuring a 
"Secretary of the Day" promotion to 
honor Chicagoland secretaries nomi- 
nated by their bosses. 

• WABC, New York, has named its 
First annual Principal of the Year, 
selected by students, teachers, fami- 
lies and friends. Prize is a color tv 

• WCAU, Philadelphia, is inaugu- 
rating a Helicopter reporting service 
in cooperation with the Atlantic Re- 
fining Co. and the local police de- 

• WGN, Chicago, is running a Jun- 
ior Basebal Announcer Contest open 
to all boys between the ages of nine 
and 15. Idea is to complete in 50 
words or less "I would like to an- 
nounce Cubs baseball on WGN be- 
cause . . ." and the winner will get 
to do just that on 26 August plus a 
free weekend in the city of the 1962 
World Series. 

Sales: Ralston-Purina bought a 52- 
week schedule on Caranet, a group 
of 15 radio stations covering the 
Eastern part of North Carolina. Buy 
is for a Monday-Friday segment of 
the Charlie Slate Farm Program . . . 
Humble Oil (McCann-Erickson) will 
sponsor USC Trojans games on KNX, 
Los Angeles and the Stanford Indi- 
ans games on KCBS, San Francisco. 

Sports note: WCCO, Minneapolis-St. 
Paul will broadcast the Minnesota 
Vikings professional football games 
during the 1962 season as flagship 
station of a Vikings network it is 
forming in five Northwest states. 

On the editorial front: WIND, Chica- 
go general manager Edward Wallis 
broadcasts as many as three-four 
half-hour editorials a week on differ- 
ent topics, each rebroadcast four 
times a day. 

Happy anniversary: To WDBJ, Roa- 
noke, celebrating its 38th anniver- 
sary ... to KUGN, Eugene, Ore., cele- 
brating its 16th anniversary on 4 July. 


H. "Clancy" Sewell to general sales 
manager of KBEA and KBEY (FM), 
Kansas City . . . Edna K. Hanna has 
resigned as sales promotion man- 
ager of KOMO radio and tv, Seattle 
. . . Martin Grove to the sales promo- 
tion department of WMCA, New York 
. . . Calvin A. Haworth to general 
manager of KFRM, Salina, replacing 
Robert Hanna who resigned . . . F. 
Robert Kenton to account executive 
at KHJ, Los Angeles . . . Donald J. 
Meyer to the radio sales staff at 
WOOD, Grand Rapids . . . Jesse Spier 
to senior account executive at Mu- 
tual Broadcasting System . . . Don 
Cena to account executive at KLAC 
(AM & FM), Los Angeles . . . Harold 
Wheelahan to manager of WDSU (AM 
& FM), New Orleans . . . Bill Ellis to 
general manager of WFNL, Augusta. 


The venture of NBC and the British 
Commonwealth International News- 
film Agency constitutes the first in- 
ternational service for tv newsfilm. 

Via the agreement, which takes 
effect in September, NBC News will 
have access to all newsfilm avail- 
able to BCINA which includes that 
of the BBC, the CBC and the Aus- 
tralian Broadcasting Commission, 
all of which own BCINA jointly with 
the Rank Organization and Reuters. 

It also marks the first time NBC's 
newsfilm will be formally syndicated 
on a world-wide basis. The network 
will set up its own international 
newsfilm unit in New York to work 
to specialized syndication require- 
ments in association with BCINA 
and will extend its film coverage of 
North and South America to meet 
world-wide tv programing needs. 

Distribution methods will include 
tv lines, jet air transport and the 
trans-Atlantic cable film system op- 
erated jointly by NBC and BBC. 

Amana Refrigeration (McFarland 
Aveyard) and Zenith (FC&B) will 
share the tab for a two-shot golf 
special on NBC-TV. 

Show is Walt Schwimmer's World 
Series of Golf, scheduled Saturday- 
Sunday afternoon, 8-9 September. 

s PON sou 

2 JUL* 1962 


Contestants: Arnold Palmer, Jack 
Nicklaus and the winners of the 
1962 PGA and British Open, which 
take place in July. 

The last six holes of each day's 
18-hole match will be carried live 
and in color out of the Firestone 
Country Club Course in Akron. 

Sales: NBC TV's "The Virginian," 
"The Wide Country," and "Saturday 
Night at the Movies" to Bristol- 
Myers (Young & Rubicam) . . . CBS 
TV's "Art Linkletter's House Party" 
and "As the World Turns" to Carna- 
tion (Erwin Wasey, R&R) for alter- 
nate-week quarter hours . . . Gen- 
eral Mills will sponsor The King 
Leonardo series for the 1962-63 sea- 
son in NBC TV's Saturday a.m. line- 

New affiliates: KEYJ, Jamestown and 
KOVC, Valley City, both in North Da- 
Kota, to the CBS Radio network. 

Klempner to manager of client pres- 
entations, Ronald Pollack to man- 
ager of sales proposals and George 
Walker to manager of sales develop- 
ment at the new Sales Proposals 
unit of NBC TV which will develop 
brief presentations for individual 
advertisers . . Dr. Joseph T. Klap- 
per to director of social research at 
CBS . . . Alfred R. Schneider to vice 
president and assistant to the ex- 
ecutive vice president of AB-PT and 


In line with the recent spurt of rep 
firm expansions which includes 
PGW and Petry, ABC TV National 
Station Sales is opening a new of- 

St. Louis is the new sales branch, 
with offices at 915 Olive St. Bob 
Sullivan, formerly with Katz in 
Chicago, will head the new St. Louis 

New quarters also for PGW in 
Atlanta: 1371 Peachtree St. NE. 

As a point of information the Bos- 
ton-based rep firm of Foster and 

Creed has changed its name to Bill 
Creed Associates. 

The action is academic and 
doesn't reflect any changes in man- 
agement or personnel. Bill Creed 
continues to headquarter at the 
Statler Office Building. 

Rep appointments: WECT (TV), Wil- 
mington, N. C. to Advertising Time 
Sales . . . KTRM, Beaumont to 
Venard, Rintoul & McConnell . . . 
WKYT-TV, Lexington, Ky. to Venard, 
Rintoul & McConnell . . . WCAP, 
Lowell to Prestige Representation 
Organization for sales outside New 
England, from Everett-McKinney. 
Kettel-Carter continues as New 
England rep . . . WEAU-TV, Eau 
Claire, Wis. reappointed George P. 
Hollingbery . . . KEZY, Anaheim to 
Gill-Perna for the Eastern U. S. 
Torbet, Allen & Crane remains west 
coast rep . . . KFRM, Salina and 
WICU, Erie to Weed Radio Corp. 

Social notes: Congratulations to 
Don Quinn, director of RKO Gen- 
eral National Sales, whose wife 
Jayne had a son on 20 June . . . 
What does a vice president of client 
relations at a big station rep firm 
do for a vacation — a guy under 
terrific pressure, constantly in 
touch with people, concerned with 
multi-client day-in-day-out prob- 
lems? Most would get away from it 
all by going fishing at an isolated 
spot but not Ed Codel of Katz. He's 
enrolled in the Aspen Executive 
Program for his vacation! 

Bryan, vice president in charge of 
the Detroit office of Peters, Griffin, 
Woodward has been elected presi- 
dent of the Detroit chapter of the 
SRA, succeeding Charles Fritz of 
John Blair. Vice president is Wil- 
liam Morgan (Adam Young), sec- 
retary Michael J. Lutomski (Katz) 
and treasurer Geno Cioe (H-R) . . . 
Richard L. Branigan to account exec- 
utive with the radio division of Ed- 
ward Petry . . . Michael M. Duffin 
to assistant research manager of 
Edward Petry . . . R. Bruce McEwen 
to the New York tv sales staff at 
Katz . . . Ken Flower to New York 

account executive at ABC TV Na- 
tional Station Sales. 


WBNS-TV, Columbus, which started 
with the Seven Arts post-1950 War- 
ners features in the fall of 1961, is 
doing quite well with the films in 
prime time. 

A seven-month ARB study showed 
that on Thursdays, 8-10 p.m., the 
station increased, on the average, 
its Va hour ratings from 13 in Octo- 
ber 1960-April 1961 to 19.7 in Octo- 
ber 1961-April 1962. Average Va hour 
share-of-audience increased from 
20.7% for the first measured period 
to 29.8% for the second six months. 
Average Va hour homes viewing 
WBNS-TV increased by 24,605 fror 
45,070 in October 1960-April 1961 tc 
69,675 in October 1961-April 1962. 

Sales: MCA TV's half-hour, off-net- 
work programs have added 17 sta- 
tions . . . Economee Television Pro- 
grams' "The Ann Southern Show" 
now in off-network re-run syndica- 
tion to 42 stations . . . Warner Bros. 
Television division off-network, 
hour-long series to KGO-TV, Sar 
Francisco, WBRC-TV Birmingham, 
WTVT, Tampa-St. Peterburg . . . Ziv- 
UA's "The Story of — " to O'Keefe 
Brewing Co., Ltd., of Toronto for 
12-market, firm 52-week deal in Can- 
ada via Z.I.T. of Canada division of 
Ziv-UA . . . NBC Films' "Hennessey" 
to California Oil in 12 southwest 

Self to vice president in charge of 
production at 20th Century-Fox Tele- 
vision . . . Gordon Hellmann to sales 
promotion manager of Warner Bros. 
Television division . . . Geoffrey 
Selden to president of VBC Associ- 
ates . . . Joel Chaseman to execu- 
tive producer for "The Steve Aller 
Show" at WBC. 

Public Service 

Fourteen radio stations in the U. S. 
have been selected by the Voice of 
America to supply programs for 
broadcast on the agency's World 

l Please turn to page 59 l 


SPONSOR • 2 JULY 1962 

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


2 JULY 1962 

C*yrl|ht IM2 

NAB board meeting last week took place against a less threatening hut more 
puzzling background. 

Association leaders were dealing with such thorny governmental problems as the nearly 
complete "freeze" on new am radio stations. At the same time, the great Minow crusade 
which had been in full swing during last year's meeting now appeared to have simmered down. 

Perhaps because a majority of commissioners made it clear they wouldn't travel too far 
down the rigid regulatory road charted by Minow, the FCC had made no new threaten- 
ing gestures for some time, excepting only the Chicago programing hearings. On the other 
hand, moves toward fines, license cancellations and short-term renewals under previous regu- 
latory steps have been continuing unabated. 

Commissioner Robert E. Lee, one of the so-called moderates, had issued his report on the 
Chicago tv hearings just in time for full digestion by the NAB board. He called for more 
hearings of this type, and asked the FCC to spell out more clearly what is expected of network- 
owned and affiliated stations by way of local programing. His middle position made it seem 
most probable that four commission votes could be secured for both recommendations. 

The am freeze was perhaps the knottiest question with the NAB group, since 
the shaky position of many stations in over-served markets appeared to spark the 
FCC move. 

Broadcasters are aware of danger in both radio and tv of so-called economic protection. 
Protection against competition could mean much more vigorous regulation of the "pro- 
tected" stations. 

This was an egg-shell situation. Proliferation of stations, as in the past, might mean de- 
struction. The search was for an answer which would protect the public interest in sound 
broadcast operations rather than the economic interests of broadcasters. 

Other old issues were still hanging fire, thus handicapping the NAB board meeting 
in its efforts to meet problems broadcasters may face. There had been no network re- 
port. There had been no FCC agreement on and no release of new programing sections on 
application forms. 

Radio was taking some of the spotlight from tv in other quarters. 

The House Commerce Committee issued a report to follow its recently-approved bill pro- 
tecting pre-sunrise hours of daytime-only stations. The report was severely critical of the 
FCC for failing over a period of so many years to dispose of the longer-hour ques- 
tion once and for all. 

There appeared to be little prospect that the bill could get through a congress not ordi- 
narily disposed to handle hot potatoes it can shunt into other hands, particularly not so late 
in the session. 

However, the limited aims of the bill — to secure pre-sunrise rights for daytimers in com- 
munities not served by full-time stations — probably were set to be achieved by FCC action. 
The Commission had offered to compromise on reversing earlier rulemaking which would 
have toughened the FCC stand on pre-sunrise operation. This was to be in return 
for killing the bill to give daytimers set minimum 6-6 hours. 

The idea of indirect censorship of network programs through the medium of 
local ordinances penalizing local stations which carry web programs declared of- 
fensive, was the latest in this controversial sphere to get a Congressional airing. 

(Please turn to page 57 i 

?ONSOR • 2 JULY 1962 



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

2 JULY 1962 

Copyright 1967 



It looks like spot tv has plucked a previously-network plum in DuPont's Zerex 
anti-freeze (BBDO). 

Reps have been receiving orders for fall schedules to start 2 September in a host 
of markets for the item, which was heavy in network tv participation shows and spot radio 
in recent seasons. 

While Zerex's most formidable competitor Prestone (Union Carbide) has already given 
the nod to fall network minutes, via Esty, the DuPont product is committed only for par- 
ticipation in the Show of the Week (NBC TV). Zerex will probably follow its modus 
operandi and make a rush for spot radio to the tune of some 125 markets in late July 
or early August so the out-of-pocket outlay for tv spot are dollars formerly concentrated in 
network tv. 

Miles Laboratories (Wade), a spot tv perennial, will be sweetening the spot pot 
out of Chicago even more this coming fall. 

Effective 1 August, all Miles media orders heretofore placed out of Wade Los 
Angeles, will emanate from Wade Chicago. About 10% of the total Miles ad budget had 
been allocated to the Los Angeles office for buys on west coast stations. Now all will be cen- 
tered under one Chicago umbrella which is a welcome note for mid-west reps. 

Another trading stamp has jumped on the spot tv bandwagon which is picking 
up speed all the time. 

The newcomer is a west coast company. Blue Chip Stamp Co., buying via JWT Los 

Although Blue Chip is just getting its feet wet, it may prove a breakthrough on the 
west coast which could swell to proportions of the trading stamp-tv swirl here in 
the east. I Five of these shopping-dividend stamps big in New York broadcast and points 
north and south: King Korn. S&H. Plaid. Triple-S, New York Yellow.) 

The summer lethargy seems to have settled around the mid-west meridian. 

Word from the Chicago rep shops is that most have scheduled vacations with plans to be 
back on the job by 16 July when the spot tv buying blitz is expected to get under- 
way for fall. Radio is not geared to the same specific D-Day and the audio-only reps 
don't anticipate any big push until mid-August. 

Another reason for the quietude on the Chicago timebuying front : reps and stations are 
still digesting orders placed earlier this spring. 

Lots of east coast buying activity last week and a sizable list of accounts al- 
ready anxious to line up fall schedules indicate no long lulls in the sun this sum- 
mer for New York-based reps. 

Notable among the fall buvers: DuPont, for a 2 September start for Zerex anti- 
freeze. The other eager beavers all have one thing in common: they're building their 
campaigns on kids minutes and at the current rate the demand may very shortly 
exceed the supply. Accounts active in this categorv are DeLuxe-Reading Toys, Maypo 
Oat Cereal, Hostess cake snacks. 

For details of this and other spot action of the past week see items below. 


Tussy Cosmetics is seeking prime breaks and late night minutes for an 8 August start in se- 


2 .tult 1962 


SPOT-SCOPE continued 

I., led markets. The campaign i« scheduled For l>\e weeks, Vgencj is ^ ■ .nn ■■ S Rubicam Bnd 

llie li ii \ »• t i- Jen Mill le\ . 

DeLuxe-Reading Toys is lining up stations now for ii> fall campaign. I In- avaiiabilit) tall 
is for kids minutes starting the first <>f October and continuing until 1 ."> December. Vgencj : 
Zlowe. Buyer: Art Edelstein. 

DuPont is buying prime breaks, I.D.'s and fringe minutes for a five-six week drive on behalf 
of Zerex. Schedules are to start 2 September in a host of markets. Agency: BRDO. Buyer: 
Bob Storch. 

Chesebrough-Pond's launches a campaign on 8 July for Cutex eye makeup, using fringe 
minutes throughout. Schedules are set to continue for eight weeks. Agency: Dobertv. Clif- 
ford. Steers & Shenfield. Buyer: Rita Venn. 

Procter & Gamble starts today. 2 July on behalf of Spic and Span cleanser. Schedules are 
nighttime minutes. Agency: Young & Rubicam. Buyer: Tony Cozzalino. P&G is also involved 
in a spot push for Cheer, with schedules to start in some markets the first two weeks of July. 
Also out of Y&R. the buyer is John Huegel. 

Maltex, division of Heublein, is seeking kids minutes for a mid-October start. The campaign 
is of undetermined length and there's a long list of markets involved in the promotion for 
Maypo Oat Cereal. Agency: Fletcher Richards, Calkins & Holden. Buyer: Johnny Johns. 

Continental Baking is buying for its Hostess cake snacks. Live kids minutes start 3 Septem- 
ber and continue until 1 December in about 50 markets. Agency: Ted Bates. Buyer: Art 

Blue Chip Stamp Company starts today, 2 July, on a limited-market basis with nighttime 
fringe minutes and I.D.'s. Flights are in and out for 33 weeks. Agency: J. Walter Thompson 
Los Angeles. Buyer: Jackie Hopkins. 


Gardner-Denver Co., Quincy, 111., is testing radio in three markets. Los Angeles, Minneapo- 
lis and Geveland. The manufacturer of air tools, hoists and compressors, wants to determine 
whether listeners will write in for booklets illustrating uses of its products. The campaign 
runs for four weeks, using five 60-second spots a week. Agency: Buchen Advertising. 

United Fruit begins a campaign this month in the top 15 markets. Schedules are for four 
weeks, using day minutes Monday through Friday. The agency is BBDO New York and the 
buyer is Hal Davis. 

Stridex, out of Fuller & Smith & Ross, is going into 35-50 markets mid-July. Teenage min- 
utes are being bought for a 16-week run. Frank Delanev is the buver. 

Best Foodg division of Corn Products is placing housewife schedules, Wednesday-Thursday- 
Friday for Nucoa margarine. About 25 markets get five-six week schedules starting mid-July. 
Agency: Daneer-Fitzgerald-Sample New York. Buyer: Jim T.avelle. 

WASHINGTON WEEK {ContUmed from page 55) 

The House District Committee held hearings on two identical bills. One section of the 
measures would provide classification by age for admittance to public performances, motion 
pictures in particular. The other would apply fines (S50 to S500) and jail terms (up 
to one year) for radio and tv station operators who carried offensive programs. 

Chief proponent, lame duck Congressman Carroll Kearn l R.. Pa.), testified that if the 
District of Columbia would pass such a law other communities around the nation would fol- 
low. He assailed the fare seen by children in film theatres and on tv screens, and said imme- 
diate action is necessary to protect their morals and to stamp out juvenile delinquency. 

sponsor • 2 july 1962 57 

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


2 JULY 1962 Apparently P&G has abandoned the idea of cutting a new pattern in the length 

copyright 1962 of commercials for spot tv. 

sponsor It's been over a year that an agency in the P&G stable has inquired about the accept- 

publications inc. ability of a 90-second or two-minute commercial. 

In June 1959 DFS put in a bid for 90-second spots in behalf of Dreft, and less than 
a year later Benton & Bowles inquired around for rates on two-minute commercials. 
Both offshoots never even got to the experimental stage. 

Have you noticed the change in philosophy lately pervading the arena of com- 
petitive tv network sales promotion? 

In other words, they've ceased ripping one another apart with counter rating and 
audience composition statistics? 

Well, two of the organizations explain it this way: one of their competitors has changed 
its mode of research hoopla and so everybody's gone back to positive selling. 

A timebuyer at Norman, Craig & Kummel has set himself up in the role of 
"security" agent on what spot business that emanates from that agency. 

He has a long-time addiction for writing letters on the subject to reps. 

The tv networks continue to be sticklers for protocol as far as the wares of 
Hollywood suppliers are concerned. 

The rule firmly enforced : if the independent producer wants a screening he better 
not first show it to an advertiser or an agency. 

However, the network will take a look if an advertiser has bought the show and 
figures on scheduling it in a period he has bought or would like to buy. 

There are even exceptions to this. A case in point was CBS TV's declining to view 
Hazel after JWT had bought the show in Ford's behalf. 

Like there being more than one way of skinning a cat, an agency has divers 
ways of insuring the longevity of an account. 

An interesting case in point is the real estate link that invests with permanence the re- 
lationship between a certain clothing chain and its agency. 

The agencv will promote a site in a shopping center for the chain, lease the 
premises and then sublease them to the clothier. 

SPONSOR'S 40-year Album of Pioneer Radio Stations suggests that the time 
may be ripe for setting some sort of Radio Hall of Fame from the business side. 

Here are some offhand nominations by category : 

Agency pioneers in show r manship: John U. Reber, Milton Biow, Chester LaRoche, 
Myron Kirk, Tom Harrington, Frank Hummert. 

Advertiser pioneers in creative programing: George Washington Hill. Bill Ramsey 
<>f P&G. John Oilman <>f Lever, Dan Wooley of Standard Brands. 

Pioneers in network sellinjz: Niles Trammell, William S. Paley. 

Leaders in the earlv days of creative local programing: Arthur B. Church, Don Lee, 
Earle C. Anthony, Powel Crosley, Walter Damm. 

They showed the way in network programing: John Royal. William Paley. 

Blazers of early paths in commercals: Joe Moran, Robert Colwell, Robert Foreman. 

Thev set imaginative patterns in promotional writing: Paul Keston, Vic Ratner. 


SPONSOR • 2 JULY 1962 


[Continued from page 54 i 

Wide English Service. 

Director Edward R. Murrow said 
the stations were chosen because 

1 "they are doing the finest program- 
ing and public service jobs in the 
Selected stations: WBT, Charlotte, 

i KSD, St. Louis, KMOX, St. Louis, 
WGY. Schenectady, WHAS, Louis- 

■ ville, WSB, Atlanta, KSL, Salt Lake 
City, WGN, Chicago, WJR, Detroit, 
WSM, Nashville. KSPT, Minneapolis, 
WTMJ, Milwaukee, WTAR, Norfolk, 
and the Westinghouse group of sta- 

Kudos: Secretary of Labor Arthur 
Goldberg commended KGO-TV for 
its efforts in spearheading the 1962 
"Summer Jobs for Students" cam- 
paign in the San Francisco Bay 
Area . . . Crosley Broadcasting Corp. 
was cited by the Young Americans 
for Freedom for "distinguished serv- 
ice to the cause of freedom in the 
field of commerce" . . . Sterling C. 
Quinlan, ABC-TV vice president in 
charge of WBKB. Chicago, received 
one of the first Clarence Darrow 
Humanitarian Awards from the Clar- 
ence Darrow Community Center . . . 
Paul W. Morency, president of 
the Travelers Broadcasting Service 
Corp., has received the Veterans of 
Foreign Wars' Distinguished Citi- 
zens Award for "outstanding service 
to the state and nation." 


Jerrold Electronics Corp. has 
changed its name to reflect the di- 
versification which has occured dur- 
ing the past year. 

New name is The Jerrold Corp., 
with four operating subsidiaries: 
Jerrold Electronics Corp., Harman- 
Kardon, Technical Appliance Corp.. 
and Pilot Radio Corp. (Taco and 
Pilot were acquired by Jerrold dur- 
ing the past fiscal year.) 

The new corporation formed to op- 
erate channel 13 in Rochester isn't 
wasting any time in its effort to get 
the station on the air as soon as 

Richard C. Landsman, president 
and general manager of the group 
announced that equipment con- 
tracts totalling more than half a 
million dollars had been signed 
with RCA. 

Contracts are for the tower, to 
be located on a special site on 
Pinnacle Hill, the transmitter, and 
the specially fabricated antenna. 

Financial report: Ampex earned 
$3,203,000 or 41 cents per share 
during the fiscal year ended 30 
April, compared with a loss of $3- 
930,000 in fiscal 1961. Sales for the 
year totaled $84,106,000, up 20% 
over the $70,105,000 recorded the 
previous year. 

Lanigan to manager of public rela- 
tions for Sylvania Electronic Sys- 
tems, succeeding Thomas E. Mc- 
Carthy who has been appointed 
manager of public information for 
General Telephone & Electronics 
. . . C. Vernon Phillips to marketing 
manager of the audio products de- 
partment at General Electric . . . 
Thomas E. Davis to manager of 
sales and service for Ampex Corp. 

Station Transactions 

KAJI, Little Rock, has been sold to 
Glen Harmon for $105,000, subject 

to FCC approval. 

Harmon is manager and one of the 
principal owners of WINN, Louisville. 
An application is now pending be- 
fore the FCC for the sale of WINN to 
G. D. Kincaid, multiple station owner. 

Sellers of KAJI are Michael Heller 
and Eugene Kramer. 

Negotiations were handled by W. 
B. Grimes. 

Jerrold Electronics Corp. is again 
actively engaged in ownership and 
operation of community antenna sys- 

'The company has established a 
system network in northern Illinois, 
serving Ottawa and Marseilles, and 
plans to expand it into Streator. 

The systems, served by microwave 
links delivering independent and 
network programing from Chicago, 
are jointly owned by Jerrold and 
Alliance Amusement Company. 

The first tv station in the eastern 
half of Michigan's Upper Peninsula 
is now on the air. 

WWUP-TV, Sault Ste. Marie, is op- 
erating as a full-time satellite of 
WWTV, Cadillac-Traverse City. Both 
stations are owned by Fetzer Televi- 
sion of Cadillac. 

Operating hours for the new sta- 
tion are from 7:45 a.m. to after mid- 
night on weekdays with slightly later 
sign-on times on weekends. ^ 

sensible* protection when 

you bin or sell 

• • 

You'll never regrel your decision to rely on our intimate 
kiinu ledge of markets and actual sales. However, you ma\ 
well regret taking the risk of selling on your own. 
W e see the total picture . . . opportunities as well as hazards. 
Our reputation for reliabilits is your best protection . . . 
as hundreds of satisfied Blackluirn clients know. 

BLACKBURN & Company, Inc. 



lames W. Blackburn H w Cassill 



lack V. Harvey 
Joseph M. Sitrlck 
Cerard F. Hurley 
RCA Building 
FEderal 5-9270 

William B. Ryan 
Hut Jackson 
333 N. Michigan Ave. 
Chicago, Illinois 
Financial 6-6460 

Cliford B. Marshall Bennett Larson 

Stanley Whitaker 
Robert M. Baird 
John C. Williams 
1102 Healey Bldg. 
jAckson 5-1 576 

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


2 july 1962 








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 tiling 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? 

giiiiiiiiiiiiiiiin iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


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


Commercial commentary (Com. from p. 14) 

Genesis and the story of the Flood contain, of course, no refer- 
ence to a "redeemer." But Craft hauled in the "metaphysical poem" 
with its obscure redeemer reference, apparently to please the Chris- 
tian trade. (I couldn't figure out any other reason.) 

Most startling of the innovations of "Noah's" demon writing team, 
however, was in making Mrs. Noah a drunken shrew. This odd 
touch has no basis in traditional Bible lore, and in "Noah" it was 
neither motivated nor explained in any way. 

I tried hard to understand what it meant. But I could only con- 
clude that it was just a gratuitous little anti-female dagger thrust. 

All in all the text of "Noah and the Flood" was a mish-mosh of 
absurdity which neither retold the Bible story in an important new 
light, nor betrayed any awareness of basic Judaeo-Christian theology. 

Perhaps these were not Stravinsky's intentions. But I submit that 
not even the greatest artist could have built (in 21 minutes!) any 
significant work on such a shambling structure of senile symbolism, 
adolescent esthetics and infantile intellect. 

Tv must respect itself 

I think the time must come — and soon — when tv officials, and tv 
advertisers too, have the courage, the background, the taste, and 
genuine appreciation of genuine art to refuse to be bamboozled b 
such shennanigans as "Noah" represented. 

I think the time is already here when tv executives must insist 
that they know more about the presentation of tv material than an; 
outsiders, no matter how famous and arty. 

For "Noah and the Flood," quite aside from its cultural defi 
ciencies, was technically amateurish television. 

The Stravinsky work itself took only about a third of the hour, 
the rest being a disjointed hodgepodge of speeches, a pictorial essa; 
on "flood" myths, and footage on orchestra and ballet rehearsals, 
all jumbled together without sense or structure. 

The tv photography was cramped, limited, and unimaginative 
(you see better photographed dance numbers on Perry Como and 
Garry Moore I and the entire program lacked the professional finish 
and professional integrity which w : e expect from top flight tv. 

As to the commercials — well, they were horribly inappropriate 
and spotted at the precise moments most calculated to bring down 
viewer scorn and contempt on the makers of Breck shampoos. 

When you compare the pitiful Breck presentation with the effec- 
tive selling which Hallmark does on its Hall of Fame programs, you 
realize how much there is in real tv advertising know-how. 

"Noah and the Flood" reportedly set Breck back nearly a third 
of a million dollars ($200,000 for program, $120,000 for time). 

M\ own opinion: it was a dumb and atrociously handled tv ad- 
vertising buy. It was also a shoddy tv advertising sale. (Who could 
say. with a straight face, that any advertiser could get his moneys 
worth from "Noah? I 

Surely there is room in tv for fine, high-quality programs, hon- 
orabl) sponsored and backed by companies with a realistic sense of 
sales and public relations potentials. 

But we arc oiil\ going to get more of such programing when the 
individuals involved respecl the medium, respect themselves, and 
refuse to !><• bedazzled l>\ big names and spurious culture. ^ 


2 JULY 1062 


[Continued from page II I 

\ thoughtful agency man in New ^ oik a— til- I hat a 
ew years ago the radio field was BO chaotic thai mam 
idvertisers and agencies simpl) pulled out. The national 
idvertiser was finding television to his liking, he says, 
ind "agencies were reluctant to argue for radio schedules 
Mcause in main cases the) simpl) did nol have a clear 
dea as to how to use the medium under existing circum- 

• tances. 

He thinks radio is now heading toward a renaissance. 
tased on recognition that it is a differenl medium from 
rhal it was a decade ago. Then it was a mass entertain- 
nent medium; now it is a "local and selective one."' and 
s "localK selective in its advertising \alues." 

In his opinion, while stations will develop a certain 
Imount of national business from volume use of radio 
a ma-- consumer products, the) must look more to a 
different kind of advertiser. This advertiser will he non- 
n. i--. He will look for a medium which is sufficient!) 
nexpensive and selective for the modest budget and a 
product which has a limited and selective purchase. 

Here's the hitch: "To secure such business, stations 
ben must qualif) themselves as having the audiences 
\hich will be most responsive to these products. That 
nould come through selective programing, attracting 
i group of listeners which hv their interest in the pro- 
■.rams offered will constitute a specific and identifiable 
ludience of prospects." 

In a market like metropolitan New York, we already 
lave a large number of stations try ing to make a clear 
letinition of their market by programing, and I can 
ell vou as a listener that it is a great service. 

But the problem of research still remains. About three 
.nonths ago. Arnold Johnson of Needham, Louis and 
hrorby, Chicago, tried to tell the fin hroadcasters some- 
hiii- of his needs. He listed them this wa\ : 1 I we need 

know the size of the audience you claim to deliver: 
!' we need to know the nature of the audience vou pro- 
pose we buy: 3 1 we need data on unduplicated reach 
md frequenc) for specific program combination- and or 
pot patterns: and 4) we need data on sales response. 

He tried to make clear a specific problem, and he 
llust rated it with facts. Margarine is a mass consumed 
nroduct and 80 r r of the families in the U. S. use it. But 
>nlv 40',' of the families buy 70^ of the margarine. 

1 he same is true of floor wax. except that 30% of the 
"amilies huv 70', of the floor wax sold. 

This is the hard-core concept, so familiar to marketing 
nen. and true in many, man) consumer fields. It's true 
n media, as well. You inav know that 40' ,' of the tele- 

• ision homes do 07', of all viewing. 

The marketing problem is clear. How do you link your 
nedia exposure to the known facts about consumer pur- 
chase of the goods vou're interested in? 

It is for this reason that agency after agenc) mentions 
:he need for more and better research. "\\ v',\ like to have 
more facts — more information on programing and local 
«ales — and more audience composition data. We just 
lon't have the time to dig down and get this kind of 
information."' says a Chicago agencv . It adds "we get 
load response when we request information from a sta- 
tion, but we shouldn't have to request it. You should 

keep feeding it to us." \n,l again, "Wed like to know 

all there ifl to know about nighttime audiem e-. v o little 

has been done about this and I have a feeling thai a h>t 
■ ■I advertisers are missing the boat. , . ." 

"More data on the audience, more profiles" . . . 

"We feel that there is a definite need foi more and 

bettei audience research, both qualitative and quantita- 

\nvhciw. it you have been thinking about audience 

research — qualitative research, as opposed to ratings 

now i- the time to do it. 

When I talk about the need for audience data. vou 
should realize that we are all standing, willy-nilly, on the 
threshold of the Computer la a of media planning and 
programing. Large agencies will own their machines; 
-mailer agencies will have the work performed b) com- 
puter service bureaus. 

Into the machines will be put the data, and much of 
the data is not yet developed to be fed to the machine. 
But ultimately the information will be prepared, fed into 
computers, which then will digest, assimilate and -tore 
the data in their memor) astern. The data will have 
qualitative values imputed to it: it will be weighted by 
human opinion and experience, but it will thereafter be 

It will always be consistent — not dependent on one 
man's frame of mind on a particular afternoon — ami it 
will always appear: it cannot be lost by one man's tor- 
getfulness. In many ways, because it is both consistent 
and doesn't forget, the machine may appear to be more 
inventive and intuitive than the men who have pro- 
gramed media heretofore. Its plans are likely to be 
more widelv ranging in imagination, simplv because it 
knows no limits of probable success in suggesting ideas. 
It is not handicapped by the past. Considering radio's 
values, and considering that in most broadcaster- opin- 
ions they have been deprecated in the last L5 years, it 
is possible that the arrival of the computer is a most 
hopeful sign for radio. It gets away from opinion, and 
it forces an objective examination. 

On the other hand, it seems fair to say that at the 
moment computer programing is national — not regional 
or local I although these will certainlv eventuate). Uso, 
it is true that it is verv nearly as difficult and costl) to 
program for a single complicated market as to program 
for the nation. But it will certainly come. 

In the meantime, all media — not jusl broadcasting 
are faced by agencies pleading for more and more data 
which the media are not yet prepared to provide. At the 
Four A's, we're working with our research and media 
committees to lav out specifications and standards for 
media data which will be useful for computers but as 
economical as possible for media to provide, and which 
will v ield the high grade media recommendations of 
which computers are capable. 

There is probablv no more argued subject than radio 
selling. Kevin Sweeney and the RAB can justly claim 
to have led the renaissance in radio. We hope to work 
out a radio seminar or workshop with K \B in a major 
citv this year. R \B has concentrated on building crea- 
tive techniques for radio, and in recent months on in- 
creasing retailer and particularlv department -tore linage. 
There are veterans and adept radio representative com- 


2 July 1962 



Hard cover edition $5 per copy; 
Soft cover edition $1 per copy.* 
Your order will be promptly handled 
while the supply lasts. Your name 
in gold on the hard cover edition, 
$1 additional. Write SPONSOR, 
555 Fifth Ave., New York 17. 

*Soft cover edition free with an $8 subscription to sponsor. 

62 -i'onsoh • 2 jru L96S 

panics, who know their stations and their prospects well. 

\m\. since RAB lia> laid heavj emphasis on depart- 
ment stores ami radio, lei me tell you a >i<>i\ about an 
agenc) which recent!) acquired a department store for 
an account, and which is investing heavil) in radio foi 
it. lis experiences in radio had been limited to a long- 
time account for which the pattern in radio had been well 
established. \s it began to analyze the department store 
problem and place orders, it was buried tinder an aval- 
anche <>f solicitations from salesmen. l>ut here's the point : 

The agencj president sa\s thai the onlj two sales ap- 
proaches employed were ll to attack the competition 
ihc other radio stations violently, to impugn their pro- 
graming, their ratings and their management, and 2) 
to cut prices, with a new on-the-spol package or satura- 
tion plan. 

The agenc) man sav-. sadly, "Can you imagine any 
other medium selling this wav ? * \nd he goes on to sa\ 
that it's a pit\ that stations at least don't have some kind 
ol standard format for rate cards. 

For a medium as good as radio to he sold onlj in 
thi> negative wav is distressing. 

ll utter] denigrates a medium of great power. An 
agency hilling $15 million in radio recent!) used a spe- 
cial campagin on minor brands in a major food line 
with spectacular results. It- saturation buv for a drug 
company boosted sales 28' f . It filled radio expertly into 
a television and newspaper package for a big hard goods 
manufacturer. When your medium is that powerful, and 
that flexible, it deserves more thoughtful presentation. 

Still, most agencies are critical of radio selling. 

\ Tulsa agenc) notes: "Radio is its own worst enemy. 
There is still too much back-biting between stations. 
Nobodv gains from competitive selling of this type/' The 
agent \ says its use of radio is rising, that it is an "ex- 
tremelv low cost-per-1000 medium. verv resultful for 
clients when properly used." 

\ el it complains of the complicated rate cards, the 
appalling lack of consistency in presenting rate informa- 
tion, and urges a standard form of card. 

"Hopefully."" a Chicago agency writes, "this could lead 
us to the point some day where the radio salesman would 
quit telling us that his three rating is higher than some- 
body elses two, but instead that thev are programing 
toward a certain segment of the audience, with the idea 
in mind of providing a needed or desired service and 
that their listeners are of interest to their advertisers be- 
cause of their type as well as their number."" i Again, the 
echo of a need for audience research. ) 

Most media selling is competitive. Radio selling is 
occasionally savagely competitive. Not long ago a radio 
representative complained that, in one leading agency, 
a buyer was so abused by another representative that the 
buyer took the rather drastic step of recommending to 
the agency that it henceforth avoid using spot radio. 

It is very difficult for anyone to gainsay the frequent 
charge that radio is bought on ratings by agencies who 
buy most of present national radio. And. as a result, 
stations program for ratings. 'I et the evidence is that 
forward-looking agencies are increasingly hopeful that 
broadcasters will start programing for something else 
beside ratings, and be able to identify that audience well 
enough to make it useful for advertisers. 


2 jlly 1962 

I el me summai ize bi iefl) al this poinl : 

Radio as a national advertising medium is handicapped 
1>\ iwcleai and complex rates. It is handicapped bj too 
man) stations in main markets, and b) i'"> man) com- 
mercials. It needs audience research, because its futun 
i- probabl) in a clearei definition of it- progi iminf 
and the kind of audience it serves. It- Belling leaves much 
to be desired, despite the efforts "I l> W>. and a veteran 
representative organization. It face- some additional 
problems arising from an obvious trend toward compute! 
and automation in media programing. 

Some of these problems are on theil wa) to solution. 
Some will be corrected as a new generation "I radio man 

agement, men who know the medium well and under- 

-land both how to serve an audience and run a business- 
like operation which doe- not depend on expedienc) foi 
it- management philosoph) . 

In this connection, ma] I poinl oul one more area 
which broadcasters might investigate with profit? Uone 
among major advertising media, broadcasting has been 
reluctant to install a cash discount for prompt payment of 
bills. Where virtuall) ever) dail) newspaper, and ever) 
magazine, and 86.2/, of the thousands of business papers 
grant a cash discount for prompt payment, onl) 213 
radio stations — or about 6.3$ — allow it. In Colorado, of 
the 64 stations operating in May, only 2 grant a cash 

Let me make clear what a cash discount doe-, from an 
agency standpoint. The discount is passed along to the 
advertiser who pays his bills promptly. This mean- you 
gel your money faster, and the agencv gets it- mone) 
faster, and the advertiser has a cash incentive to pay 
prompt Iv . 

I he worth of the cash discount i- reflected in these 
figures: in the last 12 years, credit losses of 4A agencies 
have been $3 million out of more than $27 billion in ad- 
vertising placed. That's a credit los> rate of one one- 
hundredth of one per cent. 

Ibis is a verv creditable record, when one considers 
that for business as a whole during the same period credit 
losses ran 12 and one-half times greater. We believe the 
cash discount is largely responsible for this record, a- well 
as enabling media to collect their bills more promptlv . 

I told you earlier that I grew up on Colorado broad 
lasting. That part and parcel of my youth are the tall 
letters KOA. KYZ. KFEL. That I listened as a bo) to the 
tales of Old Wagon-Tongue, broadcast for Kuner-Kmpson. 
and that the exploits of Dutch Clark and Powerhouse 
Pomeroy and Kayo Lam were all brought to me through 
the magic of radio. Radio is a great communication- 
medium. It's a great advertising medium, too simple 
and cheap to be inventive and creative in; effective in 
reaching a wide range of households: and powerful and 
resultful in sales. It can be flexible a- few media i an: it 
can be used with telling effect for testing purposes. It has 
a proper place in the media mix. and if that renaissance 
of radio really gets going, you II see more national radio 
business. Rut if v on want to speed up the renaissance, 
take a good hard look at clarifying vour rate-, doing 
audience research and getting the word out about its 
results, arming your sales representatives with bettei 
material: seeing if v ou have to have all those commer- 
cials; and give that cash discount policy some serious 
thought. ^ 



j g:i:] r.~::]o 

E. C. (Ted) Page, eastern sales manager 
i)f the tv division of Edward Petry, be- 
comes a vice president of the rep firm as 
part of an over-all expansion plan. Page 
has been with the Petry company for eight 
years, starting as a tv salesman. In 1958 
he was appointed eastern sales manager 
for television. Before joining Petry, he 
had been a salesman with the Hollingbery 
Company for some four years. He was with ABC Spot Sales for two 
years and previously had been in merchandising at Life magazine. 

Kenneth M. Johnson is the new general 
sales manager of WKBW-TV, Buffalo. He 
joins the station with an extensive back- 
ground in local and national tv sales. For 
over five years Johnson served as account 
executive with NBC TV Spot Sales in Los 
Angeles and San Francisco. In 1959 he 
was appointed sales manager of WNBQ- 
TV. Chicago. The following year he became 
executive vice president and partner of McGavren-TV, Inc. Johnson 
comes to Buffalo from CBS TV Stations National Sales. 

Fred Hale has been named vice president 
and general manager of western region ac- 
tivities of Cunningham & Walsh, replacing 
Bobert W. Dailey who has resigned. Hale 
has been with the agency for six years and 
has served in the New York, Los Angeles 
and San Francisco offices. He joined the 
New York office as an account executive 
in 1957 and was then appointed a vice 
president in 1960. He has most recently been head of the Los An- 
geles office. Hale is account supervisor for Qantas Empire Airways. 

Norman W. Clenn will join Ziv-UA next 
week as vice president in charge of new 
program development. Glenn has been 
with Young & Rubicam for the past six 
years, currently as associate director of 
the television-radio department. Glenn be- 
gan In- career with the Crowell-Collier 
Publishing Co., where he spent four years 
<>ii ( ottier's magazine. After that he put 
in two years with NBC in promotion and sales, and then was direr- 
to] "f the t\ -radio department for DCS&S before joining Y&R. 


[Continued from page 33) 

Answers to scrambled transmitter- 
station quiz on page 30: 

WABC (New York), Lodi, N. J.; 
KCBS I San Francisco), Novato, 
Calif.: WJRZ (Newark). Kearney, 
N. J.; KTNT-TV (Seattle-Tacoma), 
View Park. Wash.; WINS (New 
York). Lyndhurst, N. J.: WGN 
(Chicago),' Roselle, 111.: WTAR-TV 
(Norfolk, Va.), Driver, Va.; WNBC 
(New York), Port Washington, N.Y. : 
KGO (San Francisco), Near Newark. 
Cal.; KCRG-TV (Cedar Rapids), 
Marion, la.: WUSN-TV (Charleston, 
S. C), Mt. Pleasant, S. C; WIBX 
(Utica, N. Y.I. Whitestown, N. Y.; 
WBEN (Buffalo), Grand Island, N. 
Y; KRAK (Sacramento, Calif. I . 
Herald. Calif.; KFAY (San Francis- 
co), Hayward, Calif.; WCAU (Phil- 
adelphia) Moorestown Township. N. 
J.; WEBR (Buffalo), Hamburg. N. 
Y.; KEX (Portland, Ore.). Clacka- 
mas. Ore.; WMT-TV (Cedar Rap- 
ids). Walker. Iowa: KDKA (Pitts- 
burgh I . Hampton Township. Pa. : 
KXYZ (Houston). Deepwater. Tex.; 
WEEI (Boston l. Medford. Mass.; 
WSB (Atlanta), Tucker. Ga.: WJR 
(Detroit). Trenton, Mich.: KYW 
(Cleveland). Parma, Ohio: WFAA 
(Dallas). Grapevine. Tex.: WJ AR- 
TY (Providence. R. I.), Rehoboth, 
Mass.; WCOP (Boston). Lexington, 
Mass.; WBBM (Chicago). Itasca. 
III.: KSD (St. Louis, Mo.). Granite 
City, III.: WROC-TV (Rochester), 
Brighton. N. Y.; WAST (TV) (Al- 
bany). Corinth, N. Y.; WTVT (TV) 
i Tampa-St. Petersburg), Limona, 
Fla.: KTVI (TV) (St. Louis), Sap- 
pington, Mo.; WDAU-TV (Scran- 
ton. Pa.). Ransom Township. Pa.; 
WOOD-TV (Grand Rapids). Middle- 
ville, Mich.; WESH-TV (Daytona 
Beach). Orange City. Fla.: WFLY 
(FMl (Troy, N. Y.). New Scotland. 
N. Y.; WFAA-TV (Dallas-Fort 
\\ orth i. Cedar Hill. Fla.: WHN 
(New York), East Rutherford. N. J. 

If vou manage to pair 10 stations 
with their transmitter locations, vou 
are brilliant. 

\ total of 20 correct answers tags 
you as an out-and-out egg head. 

If vou get more than 20 correct 
you are such a genius you can free 
lance a- a computer. % 



2 juia 196: 

frank lull, to buy ei \ oj 
ail iiicilm facilities 

The seller's viewpoint 

] attics I/. Uspaugh, nc<> president of H-R Radio (H-R Representatives, Inc.) 
has been with H-R for more than twelve years, and was manager of H-R's San 

Francisco office until appointment to his present post in the New York office 
four years ago. Mr. Uspaugh teas previously icith John Blair and Co. 
and West Coast radio stations. He feels that. "Never before in the his- 
tory of oar business has a high voltage sales attitude been so important 
and necessary among leading representatives. ,, He says that today's ra- 
dio representative salesmen must be insatiably hungry — never satisfied. 

Cornering bigger radio budgets 

ore than ever, radio time sales competitive selling is 
ntensified. Never before in the history of our business has 
a "high voltage" sales attitude been so important and neces- 
»ur\ among leading representatives of broadcasting stations. 
To overcome competition and get a disproportionate, 
gianl share of the budget, today's salesman must be insati- 
ably "hungry" — never satisfied. Just to get an order is not 
enough, getting anything less than 10(1' « of the budget will 
make a top-notch salesman unhappy and dissatisfied. \\ ith 
number one ranking stations, a voracious salesman's fre- 
quency of "100' , of the budget" successes is greatest. With 
second or third ranking stations, "60% to 80% of the 
liudget " requires as much sales finesse, and often more, 
than acquiring all the budget on a number one station in 
that market. 

It is S.O.P. at H-R Radio to discover total budget for 
the market, and then aim a comprehensive presentation 
for all of the money first, or a giant greater dispropor- 
tionate share, second. When the sale is finalized, an 
H-R salesman's first question is "What percent of the 
budget does the sale represent?" Getting anything less 
than 100', will make him unhappy and he'll go back 

again after a larger share. 


This relentless drive for total budgets . 
dollars ... is sustained by the best salesmen working on 
t commission. 

H-R Radio s new I ni-PIan is an effective device further 
aiding our salesmen in snagging substantial budgets for 
all H-R stations, and larger shares of budgets for the 
high-ranking top-rated stations. Additional sales effec- 
tiveness through unified spot network group selling is 
growing in frequency of sales via H-R Uni-PIan and 
Dther representative group sales plans. Very likelv. this 
form of national spot radio selling will continue to prow. 
Bv making radio easier to buy. and more economical to 
buy, additional advertisers and larger budgets will grav- 
itate to spot radio. 


2 july 1962 

To help our salesmen get biggest budgets, we have 
developed a simplified rate card format for our stations 
designed to attract all. or biggest shares of budgets, and 
at the same time to distribute saturation schedules over 
the station's entire program day — and during the whole 
broadcast week. 

We call it vertical and horizontal selling. If all we sold 
was concentrated in just "drive time," we would sell our 
stations out within these periods and only have "house- 
wife," nighttime, and weekend remaining. To solve this 
problem and sell all day, night, and weekends, we have 
developed a feature on H-R rate cards ... the Total \u- 
dience Plan (TAP). TAP is the best buy an advertise] 
can make on an H-R station — it's the most cost-efficient 
and gives the advertiser the most reach. TAP is also 
good for stations — commercials are spread through the 
station's entire broadcasting hours, seven days a week. 
It is not surprising that a good proportion of our sales 
are made on TAP. 

We believe this is the healthiest way to sell radio. It 
is good for the station, the advertiser and for us. The 
TAP principle of selling enables us to sell an optimum 
number of valuable spot announcement positions of con- 
siderable advantage to the advertiser. 

I \P helps H-R Radio salesmen corner bigger budgets. 
getting more and larger schedules. 

TAP is only one of the devices that H-R has initiated to 
enable its salesmen to sell more effectively. 

Selling is a fulltime job. H-R does not expect its men to 
be bogged down in paperwork. Each H-R salesman is 
backed up by three people who supply him with the tools 
he needs to sell — success stories, coverage data, the charac- 
teristics of each station's audience, rating trends, program 
sheets, pitch letters, complete presentations, specific infor- 
mation on radio- effectiveness, and upbeat selling facts. 
This team effort means each salesman has the benefit of 
expert production of the various selling tools he needs. 
At H-R. sales come first. ^ 


Commissioner Lee's report 

The report of FCC Commissioner Robert E. Lee on the 
extensive local tv hearings in Chicago this past spring is con- 
siderably milder than you might guess from reading news- 
paper excerpts of what it contains. 

While it is true that Commissioner Lee feels that the 
Chicago hearings highlighted a "perplexing problem" in the 
matter of local programing by network-owned stations, a care- 
ful study of the full report shows clearly that in general Chi- 
cago's tv outlets are doing a good job of trying to determine 
and meet community needs. 

We see no particular reason for broadcasters to become 
alarmed or upset by the specific language or factual material 
in the Lee report. 

We do feel, however, that the Chicago hearings themselves 
were based on shaky assumptions and fallacious bureaucratic 
thinking. Since the summer of 1960 the FCC has operated 
on the belief that a broadcaster was fulfilling his license 
obligations if he followed certain program "guidelines" which 
the FCC itself had set up. The Chicago testimony was 
directed to determining how these guidelines were being met. 

All of which might be just dandy-peachy if the guidelines 
themselves were worth a hoot. But the more you study them 
the more you realize they are a cobweb of professorial 
theory, spun by non-broadcasters with absolutely no creative 
programing experience. 

In the long run, the greatest public interest will be served 
by an increasing number of truly outstanding tv and radio 
programs — and in no other way. 

But make no mistake — such program improvement will 
not come through the droning efforts of a group of \\ ashing- 
tun lawyers to set down "guideline" areas for creative work. 

Nor from constant, or even limited, government police 
action to see that such Alice-in-Wonderland guidelines are 
being followed. 

The clearest single impression we get from the FCCs 
Chicago report: it has absolutely nothing to do with the real 
creative problems of broadcasting. W 



Television: A somewhat sad teenage 
contestant told Johnny Carson on his 
Who Do You Trust show on ABC T\ 
"'If m\ father sees my face in the 
morning, he says his day is ruined.' 
Carson assured the boy that his fathe 
was only kidding. 

"'Then why." asked the boy, "doe 
he make me eat breakfast with a pil- 
low over my face?" 

Showbiz: Alan King remarked tr 
another comic on a tv show, "Yoi 
have a great delivery — it should 
mi the back of a truck." 

Advertising: Martha Wright, the 
singing star of the Broadway shov 
"The Sound of Music," advised the 
account executives of Reidl & Freede 
of the importance of sex appeal ir 
advertising. "A man never stops look 
ing at a woman," she told them at 
luncheon. "That's why they pi 
shades on a hearse." 

Intellectuals: Dave Garroway, a] 

pearing on What's My Line on CBS 
TV, commented of a young womar 
"She's so intellectual she watche 
CBS Reports when other people 
aren't around." 

Exercise: Debbie Drake, who 
booked on \BC TV's Today shon 
through 13 July to demonstrate her 
unique exercises for physical health 
told host John Chancellor that he 
should take a long walk in the park 
every morning at 5:30. Chancellor 
replied, "Miss Drake. I have an 
agreement with the birds. If they 
don't come into my bedroom and 
wake me up. I don't go into the park 
and wake them up." 

Small town: Ralph Meeker and 
Joanne Linville will appear in guest 
star roles in "Walk I. ike a King." an 
episode of Chrysler's Empire series 
in the fall. The show, which stars 
Richard Egan and Terry Moore with 
Anne Seymour and Ryan O'Neal fefl 
lured, is being filmed in the Nfll 
Mexico desert. Meeker told one of 

the Hollywood trade papers, "We 
ueie on location in a desert town so 
small that the Burma Shave -i^n< 
were all on one post." 


2 .11 l.V 1062 


Number One Hundred Constitution Plaza, a sleek onyx structure of eighteen stories, nears completion a few 
short paces across Constitution Plaza from Broadcast House. When completed, it will house yet another major 
Hartford office of the Hartford National Bank and Trust Company, an organization founded in 1792. Like 
Broadcast House, first of a complex of modern structures to be completed in Constitution Plaza, the Hartford 
National Bank and Trust Company is playing an important part in the urban rebirth of America's insurance 
capital by providing further stimulus to an already bustling market. 

Burgeoning with Hartford is WTIC Television and Radio. Latest ARB and Nielson reports show WTIC-TVs clear 
leadership in southern New England. The superiority of WTIC Radio is delineated in the latest Alfred Politz 
Media Study of the Southern New England area. 


Hartford, Connecticut 



HEDDA HOPPER, Chicago Tribune— New 
York Newt Syndicate, Inc.: 

"Dupont is to be congratulated on sponsor- 
ing Ken Murray's TV special 'HOLLYWOOD 
MY HOME TOWN.' It should be shown 
every year." 


"No previous program has come close to KEN( 
TOWN,' in capturing the real back stagM 
and off stage Hollywood atmosphere; never 
before has the history of the movie colony 
been so lucidly capsulized . . . Murray ha: 
the touch ... it should be cultivated . . . it's 
bound to be imitated!" 

WASHINGTON STAR— Bernie Harrison: 

"Ken Murray's home movies of Hollywood 
we are willing to bet, will give the.Duporv 
Show of the Week it's highest rating ii 
months ... A GEM!" 


" HOME MOVIES A HIT . . . Murray man 
aged to capture the stars in completely un 
posed shots as they are seldom photographei 
was one of the most interesting TV program 
of the season." 


"Some of the most stirring moments ir 
Murray's epic are pure history — such as hi 
flight was in one of the old tri-motors M 
Charles Lindbergh back when he was sti 
called 'Lucky Lindy. It is 'Home Movies'- 
and it is a show for sentimentalists. But wh 
isn't a sentimentalist?" 


"That 'amateur' photog. Ken Murray, turne 
professional Sunday night. And the resul 
was an hour of fascinating film of Holly 
wood's greats taken by Murray since he fir: 
came to Hollywood in 1927. Duponts' she 
of the week footage consisted not of ol 
film clips, as is usually the case, but I 
'fresh' film never before exposed to tr 
public. Accompanying was Murray's som 
times straight, sometimes witty narratio 
a decided asset to the hour." 


"Completely fascinating and grippinglyno 
talgic ... a well-edited glimpsing of ovi 
75 Hollywood stars right out of Murray 
own personal library." 


"Ken Murray's 'Hollywood My Home Towi 
on The Show of the Week last night w 
filled with charm, nostalgia, human interc 
and movie stars — fat least 75 of therr 
This unique and refreshing approach to 
movieland documentary resulted in o 
captivating scene after another ... If Mi 
ray hasn't already exhausted his 'amate 
collection, a sequel would seem to be pre' 
much in order " 



U. S. rep. /Earl Collins / Foreign MX. A. intl 
public relations/ Hanson & Schwa m 

*e c . 


£ iv F . 


9 JULY 1962— 40c a copy / $8 a year 

Local public service 
gets heavy support 
from more national 
advertisers p 25 

Admen now talk hard 
money for fm instead 
of blue sky — special 
progress report n 32 

RADIO moves with 
a going America 

w buildings going up all over America ! New 
mes for companies with products to sell, 
w customers to create, old customers to 
?p. Radio talks to them every day-and Spot 
dio gives you the market by market flexi- 
ty you need to sell them. These great sta- 
rts will sell your product. 






Dallas-Ft. Worth 



Kansas City 

Little Rock 

Los Angeles 


Minneapolis-St. Paul 

WTAR Norfolk Newport News 

KFAB Omaha 

KPOJ Portland 

WRNL Richmond 

WROC Rochester 

KCRA Sacramento 

WOAI San Antonio 

KFMB San Diego 

KMA Shenandoah 

KREM Spokane 
WGTO Tampa-Lakeland-Orlando 

KVOO Tulsa 

KIRL Wichita 

Intermountain Network 

Radio DiKSiun 

tdward Petry & Co., Inc. 

The Original Station 









At WGN research is a serious business. From 
WGN you can get more reliable information about 
the Chicago market and the Chicago area radio 
and/or television audience than any other source 
can provide. 

The most recent example is "The Chicago Auto 
Radio Audience," the first complete and compre- 
hensive survey ever conducted on this subject. 

From it, advertisers and agencies can know 

such salient Chicago facts as : ( 1 ) general auto 
radio audience habits; (2) size of individual sta- 
tion audiences; (3) characteristics of individual 
station audiences. 

This service is another important plus for WGN 
advertisers and agencies. A free copy of "The Chi- 
cago Auto Radio Audience" is yours for the askin] 
Write to WGN RESEARCH, 2501 Bradley Pla 
Chicago 18, Illinois. 


-the most respet ted call letters in broadcasting 



Why KEYT bought Seven Arts' 'films of the 50's" 

Volumes 1, 2 and 3 

Says Les Norins: 

"I talked to key time buyers in important agencies in New York. I laid out the plot to them 

of lifting network shows, and running Seven Arts' 'Films of the 50's' back-to-back 

as double features Friday nights and Saturday afternoons. All seven of the time buyers 

I talked to knew the strength of Seven Arts' product and the top ratings they get. 

are presold on films of the 50's'. 

"By buying these Warner Bros. Post-50's I can turn a profit quite handily. Time 

buyers know the potential of these films and, therefore, are presold on 

Seven Arts' 'Films of the 50's.' Few competitive features stand up this way." 

Seven Arts' "Films of the 50's" 
Money makers of the 60's 




NEW YORK: 270 Park Avenue YUkon 6 1717 

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

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

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

Leslie H. Norins, General Manager 
KEYT, Santa Barbara 


73,496 SQUARE 

Your product sales fall short 
of their rightful goals without 
KELO-LAND - the Sioux 
Falls-103 County market that 
sprawls between the Minne- 
apolis and Omaha markets, be- 
yond television reach of either 
of them. But you can fill in this 
vital 73,496-square mile trading 
area - the KELO-LAND Com- 
mon Market — with a single- 
station origination of your sales 
message. Your commercial on 
KELO-tv Sioux Falls flows 
automatically, instantaneously 
through interconnected KDLO- 
tv and KPLO-tv to cover it all. 
Only KELO-LAND TV gives 
you this full product exposure 
throughout this great salesland. 

Your commercial on KELO-LAND TV 
reaches 20% more homes than 
Omaha's highest rated station, 
12.8% more than Denver's, 65.6% 
more than Des Moines'. — ARB 
Market Report, Av. Quarter-Hour 
Homes Reached 9 a.m. to Midnight, 
7 Days a Week - March 1962. 



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

JOE FLOYD, Pros. • Evans Nord, Executive Vice 
Prcs. & Ccn. Mgr. • Larry Bcntson, Vice-Prcs. 

Represented nationally by H-R 
In Minneapolis by Wayne Evans 


Broadcasting Group 
KELO-LAND/tv & radio Sioux 
Falls, S.D. i WLOL/am, fm 
•lis-Sl. Paulj 
am & tv Madison, 
Wi« I KSO Des Moines 

i / ol. 16, Vo. 28 • 9 JULY 1962 




New tv boom — public service that's local and sponsored 

25 SPONSOR presents special, fact-packed reporl on why man) national and 
regional advertisers are backing heavil) community-produced programs 

Carson's credo for commercial copy 

28 Johnnj Carson, who is to lake over celebrated Tonight show in October 
on \B< I'\ . sa>- commercials should be enthusiastic, but <|uiet and honesl 

Here's how Metrecal did it 

30 ' '" - ,n| \ behind Metrecal's successful reasoning to sell itself via sober 
tv commercials, told l>\ Mead Johnson's executive v.p., Robert Sessions 

Admen now talk fm dollars, not just blue sky 

32 New advertiser interest, expanded budget! — aided by data from Pulse, 
MPI-QXR studies -promise fall excitement for medium used to obscurity 

Basketball builds an image 

36 How Illinois Bel] Telephone build- friendly image in the community 
with telecast- of high school basketball drawing state-wide interest 

TvAR goes a-tilting in net tv's daytime lists 

40 Station rep firm answers NBC- refutation of 'nighttime lilt' study — 
claims there is an even bigger 'daytime tilt" in the 'top 20' markets 

Tv turns to tv to build audience 

41 Fewer dollars will go to newspaper ads, more in on-air promotion this 
season as the networks streamline ways to build larger audiences 

NEWS: Sponsor-Week 7. Sponsor-Scope 19. Sponsor-Week Wrap-l p 52. 
Washington Week 55. Spot-Scope 56. Sponsor Hears 58. Tv and Radio 
Newsmakers 64 

DEPARTMENTS: Sponsor Backstage 14. 555 5th 17. Time- 
buyer's Corner 43. Radio Results 45. Sellei - Viewpoint 65. Sponsor Speaks 

66. I en-Second Spols 66 


Officers: Norman R. Glenn, president and publisher: Bernard Plait, ex- 
ecutive vice president; Elaine Couper Glenn, secretary-treasurer. 

Editorial: editor, John E. McMillin: news editor, Ben Bodec: senior editor, 
Jo Ranson; Chicago manager. Given Smart: assistant news editor. Heyward 
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth S. 
Frank, Jane Pollak, Wm. J. McCuttie: contributing editor. Jack Ansell. colum- 
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love; 
editorial research, Mrs. Carole Ferster; special projects editor, David Wisely. 

Advertising: general sales manager, WUlard L. Dougherty, southern sales 
manager, Herbert 1/. Ifartin, Jr.; western sales manager, George G. Dietrich, 
Jr.; northeast sales manager, Edward J. Connor; production manager. Leonice 
K. Wertz. 

Circulation: circulation manager. Jack Rayman; John J. Kelly, Mrs. 
Lydia Martinez, Sandra Abramoivitz, Mrs. Lillian Berkoj. 

Administrative: business manager, C. //. Barrie; bookkeeper, Mrs. Syd 
Guttman: secretary to the publisher, Charles Nash: George Becker. Michael 
(in, id. Patricia I. Hergula, Mrs. Wanuela Santalla; readei service. 1/rs. 

I limit Roland. 


1962 SPONSOR Publications Inc. 

SPONSOR PUBLICATIONS INC combined with TV. Executive, Editorial, Circulation, and 
Advertising Otticcs: 555 Fifth Av., New York 17. Murray Hill 7-8080. Chicago Offices: 612 
N. Michigan Av. ill). 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfn 
2-6528. Los Angeles Office: 6912 Hollywood Blvd. (28>, Hollywood 4-8089. Printing Of- 
fice: 3110 Elm Av., Baltimore 11. Md. Subscriptions: U. S. $8 a year. Canada $9 a year. 
Other countries $11 a year. Single copies 40c. Printed USA Published weekly. Second 
class postage paid at Baltimore. Md. 


9 ,ii \\ l%2 

Advertising helped it happen 

By stimulating mass demand, advertising helped ercate a 
mass market for the refrigerator. As demand grew, more 
and more companies got into the act. Result: new and bet- 
ter refrigerators were mass produced for more people by 
America's remarkable and competitive economic system. 
Is this worthwhile? Then, so is advertising worthwhile. 

'repared by the Advertising Federation of America and the Advertising Association of the West / Published through the courtesy of this publication. 


9 july 1962 






KTVH is the public service station in Kansas . . . winning public service 
awards year after year, and adding more in 1962. By delivering more 
than 50 news programs a week, KTVH is a trusted friend ... a reliable 
source for Kansans interested in local, regional, and national events. 
To sell the $1,500,000 buying power of Kansas, buy KTVH delivering 
Wichita, Hutchinson, and all other important communities of Central 
Kansas. KTVH ... CBS for Central Kansas. 



Afatioital R«prtftncalivei 


SPONSOR • ( » JULY 1962 

9 July 1962 



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


Official Position Taken On Protection; Its 6 Basic 
Industry Guide Termed are Reasonable, Conciliatory 

The four A's officially entered the 
continuing product protection de- 
bate with the annunciation last week 
of a set of basic guides by the asso- 
ciation's broadcast media commit- 

Trade observers regard the com- 
mittee's statement as reasonable, 
even conciliatory. Some see in it 
an invitation to stations and agen- 
cies to "live and let live." Others 
detected a graceful reminder to cli- 
ents that in changing circumstances 
it might be wise to yield a little. 

The six key points of the recom- 
mendations are: 

• Fifteen minutes separation 
Should be maintained between com- 
peting commercials. 

• Agencies must stipulate what 
)roducts are regarded as competi- 

• Networks should inform sta- 
ions quickly of changes in com- 
nercial schedules. 

• Stations should notify agencies 
mmediately if intending conflict is 
seen between spot and network com- 

• Agencies should discourage cli- 
:nts from seeking corporate protec- 
ion unless the name is prominent 
n the commercials. 

• Agencies should restrain cli- 
;nts from asking protection from 
>ther categories of products in or- 
er to assist broadcasters to main- 

(Continued on page 8, col. 3) 


National spot radio gross 
time sales climbed 2.1 '< over 
the first quarter of L961 to 
reach $44,346,000 in the first 
three months of 1962. accord- 
ing to SRA figures prepared l>\ 
Price \\ aterhouse. 

Although L962's first quar- 
ter topped the l'X)l figure of 
$43,423,000, it was not as high 
as L960's first quarter — $47,- 

SR \ s preliminary report- 
are that 19()2's second quarter 
will show even a stronger ad- 
vance over 1'H>1 than the first 
quarter, with the first six months 
as a whole about (>' i ahead of 
la~l year. 


Washington, D. C. 

Within the last four months CBS 
has run afoul of the federal govern- 
ment on three counts. 

First in March the FCC issued an 
order for CBS TV to stand hearing on 
the network's compensation plan. 

(Last week CBS TV is reported to 
have filed an amendment to its 
compensation plan — now in abey- 
ance — to revise a rule which the FCC 
termed a violation, which, it is un- 
(Continued on page 8, col. 1) 

Schick's $4 mil. push 

Schick will be spending an esti- 
mated $4 million during the second 
half of 1962 on behalf of its shaver, 
portable hair dryer, and electric shoe 

It has bought nighttime participa- 
tions on ABC TV and NBC TV plus 
relief alternate half hours on the 
Ed Sullivan show on CBS TV. In 
addition there'll be spot tv sched- 
ules in major markets across the 

11% TO $63 MIL. 

Network tv gross time billings rose 
10.6% in April of 1962 over a year 
ago, reaching $63.3 million TvB re- 
ported last week. 

For the first four months of 1962 
network billings were $257.9 million, 
up 11.3% over 1961. ABC TV was up 
6.7% to $67.4 million, CBS TV was 
up 14.6% to $99.0 million, and NBC 
TV was up 11.4% to $91.5 million. 

Daytime rose 14.4% and nighttime 
was up 10.0% for the first four 

$2.5 MIL. FOR 1962-63 

NBC TV wrote an estimated $2.5 
million in 1962-63 business last week, 
most of it in daytime quarter-hours. 

Daytime buyers included Campbell 
Soup (NL&B), Lestoil (Sackel-Jack- 
son), Sterling Drug (DFS), Sawyer's 
(Richard G. Montgomery), and Arm- 
strong Cork (BBDO). 

Haloid (PK&L) bought nighttime 
half-hours in Chet Huntley Report. 


') .11 l.Y 1«)()2 

SP0NS0R-WEEK/9 July 1962 


CBS TV has made some further al- 
terations in its coverage of Western 
Pennsylvania. Last week the network 
notified agencies that it would term- 
inate the affiliation of WGAL-TV, Lan- 
caster, effective 31 December. 

In May the network had acquired 
two new affiliates, WLYH-TV, Leba- 
non, and WSBA-TV, York, announc- 
ing a combined rate for the two new 
stations plus WHP-TV, Harris burg. 
(See SPONSOR-WEEK, 28 May, p. 7.) 

21 Stations in line-up 
for WBC's Steve Allen 

WBC's Steve Allen Show started 
a week ago with 16 subscribing sta- 
tions in addition to the five WBC 
outlets, for a total of 21. 

Except for Chicago, Detroit, and 
Philadelphia — markets in which 
WBC is trying to find a station to 
pick up the syndicated show — it has 
coverage of most large cities. 

Besides the five WBC stations, 
outlets which carry Steve Allen 
nightly are: WPIX, New York; KTLA, 
Los Angeles; WTOP-TV, Washington; 
KTVI, St. Louis; KMBC-TV, Kansas 
City; WCCO-TV, Minneapolis; WLW- 
(Continued on page 52, col. 1) 


(Continued from page 7, col. 2) 
derstood, precluded other networks 
and suppliers from providing service 
to affiliates.) 

Then in April the Department of 
Justice filed an anti-trust suit argu- 
ing that CBS TV's new compensation 
plan was illegal. 

Finally last week the FCC filed 
monopoly charges against CBS's sub- 
sidiaries in the phonograph record 
field, Columbia Records and the 
Columbia Record Club. 

The charges: illegal supression of 
competition, and deceptive pricing 
and savings claims. It is estimated 
that the CBS record Club has half 
of all club sales. 


Nets urge debates 
pending 315 hearings 

II the reluctance of stations 
to get enmeshed in section 315 
equal time commitments 
doesn't squelch political invita- 
tions to debate on tv, the equal 
reluctance of the principal 
candidates is often the stumb- 
ling block. 

However, the CBS radio and 
tv o&o's in California are go- 
ing out on a limb and offering 
time to Governor Brown and 
his rival, ex-vice president Nix- 
on, even though equal time on 
two tv stations and one radio 
station will have to be given to 
minor parties. 

Meanwhile. NBC's David 
Sarnoff has sent out a statement 
to affiliates urging them to give 
time for debate in local elec- 
tions where the number of can- 
didates is manageable. 

There's one possibility that 
could clear up the situation: 
hearings on possible alterations 
in section 315 start this month. 

There are six proposals to be 
considered by the Communica- 
tions Subcommittee of the Sen- 
ate Commerce Committee and 
any of them could untie broad- 
casters' hands regarding "equal 


Washington, D. C: 

FCC Chairman Newton Minow has 
asked the tv set manufacturers for 
their recommendations on the tech- 
nique and timing requirements of all- 
channel legislation recently passed 
by Congress. The request was made 
last week through the EIA. 

The FCC especially wanted indus- 
try views on a cut-off date for sets in- 
capable for receiving UHF being 
shipped in interstate commerce (or 
imported) and performance specifica- 
tions on adequate reception of UHF. 

SPOT TV IN 1962 

Food advertisers spent $51.9 mil- 
lion in tv spot and $34.9 million in 
network tv in the first quarter of 
1962. The gross time charges and 
billings were up 9.4% in spot and 
7.9% in network over 1961, according 
to TvB figures released last week. 

Only food products and stores are 
included in the tally, but no non-food 
products sold in food stores. 

The first quarter showed the same 
steady growth in food spending as 
last year, when the industry invested 
$302.2 million in spot and network 
tv, an increase 9.1% over 1960. 

Leading advertisers spent $55.9 
million in tv in the first quarter of 
1962, up 10.1% over last year. In 
1961 the leaders in the food classifi- 
cation placed 57.8% of their meas- 
ured media exoenditures in tv, com- 
pared with 54.5% in 1960. 

Alan Courtney named 
CBS TV programs v.p. 

Alan D. Courtney has been named 
v.p., network programs, for CBS TV 
it was announced last week by Hub- 
bell Robinson, senior v.p. programs. 

He succeeds Lawrence White, who 
has resigned effective 1 August. 

Courtney was with MCA for the 
past 18 months and was previously 
an NBC TV programing v.p., at which 
network he had been for 15 years. 

4 A's Protection Stance 

(Continued from page 7, col. 1) 

tain product protection. 

The four A's committee feels tl 
without protection, commercial 
fectiveness will be vitiated. Unlike 
print, the tv viewer cannot turn bacl< 
to compare commercials. 

It was stated that where protec 
tion has been stipulated and a con 
flict is then found, stations may ex 
pect agencies to ask for make 


«) j i \.\ 1%: 


"I he thoughts expressed in youi edi 
torial l;i| in the heart <>f the problem 
in .1 tin tin ighl manner . . . 

HERB! l!l i . GODFREY, JR. 
Directoi Hillsborough Count} 

I I Ill/Kill lutlioi il\ 

"1 appreciate th<- intelligent and in- 
Formed \u-w which you expressed . . . 

\\ II. 1. 1 \M R. \ l\l - 
Planning Director 
Manatee County 

". . . 1 could not help but notice the 

soundness of the ideas presented . . . 


'/'<///;/»/ ( i/\ \tli>iii,\ 

"\ wish tn express m\ appreciation and 
commend you and \<>ur staff for the 
fine editorials . . ." 

Planning and Zoning Director 
Pinellas Count \ 

""It \n\ clearlj -tales the fail- and i- 
certainl) in the interest of the taxpayers." 

Chairman Hillsborough County 
Board of Commissioners 

* Editorializing dotty since October .!<>. 1958, 

In stimulate thoughtful community action. 



SP0NS0R-WEEK/9 July 1962 


CBS TV last week notified agen- 
cies and clients that it was dropping 
continuity and contiguity in favor of 
a strict annual frequency discount 
structure for quarter hours during 
certain daytime periods. 

The change, effective 1 January 
1963, affects noon to 5 p.m. on week- 
days and 10 a.m. to 1 p.m. Saturdays, 
all CNYT. 

In effect, the change will make it 
easier for smaller users to qualify 
for heavier discounts. It was not ex- 
pected that the new rate structure 
would affect major daytime users 
such as P&G and General Foods. 

The move has given rise to specu- 
lation that CBS was on the road to 
selling minutes in all daytime shows 
expect its soap operas, but this has 
been officially denied. 

The new CBS rate plan, sent out 
in senior v.p. William Hylan's memo 
of 28 June, eliminates the one time 
rate of 40% of class "C." The rate 
starts for quarter-hours scaled at 
30% of the "C" one-hour rate for 
users of 51 or less within 52 weeks. 
The maximum discount is for users 

of 260 or more quarter-hours a year, 
scaled to 18.75% of the "C" hour. 

Trade reaction is that the new 
CBS plan will make it much easier 
for small and medium sized adver- 
tisers to get the maximum daytime 
quarter hour rate. 

CBS already has a morning minute 
plan, but is keeping weekday after- 
noons and Saturday morning sales 
at quarter hours. 

The CBS move is seen as another 
step towards the elimination of day- 
time continuity and contiguity plans. 
ABC has no such provisions and 
NBC has only a fortnightly scheme. 

The CBS rate will be incorporated 
into rate card no. 16, soon to be 
published, along with nighttime 
changes which start in September. 

CBS spokesmen expect a problem 
of converting each account to the 
new plan, but believe it will be sim- 
ple to administer afterwards. 

The CBS scale, in terms of num- 
ber of quarter-hours per 52 weeks 
and percentages of the one-hour 
"C" rate, is as follows: up to 51, 
30%; 52 to 77, 28%; 78 to 103, 24%; 
104 to 259, 20%; and 260 or more, 

(For new discount structure see 
chart below.) 


;:: urn ,i ;iiiiii;iiiiiiiniii 


Here's the new (!BS TV daWime 

network card rale, eliminat- 

ing continuit) and contiguity and making discount;- a function of 52- 
week frequency. The rate is effective 1 January 1963. 

Times covered are noon to 5:00 p.m. during the week and 10:00 a.m. 
to 1 :00 p.m. Saturday, current New York lime. 

The one-lime rale is now eliminated. Helow at left are number of 
quarter-hour- within 52-week contract year. Center column gi\cs new 
rate as percentage of (lass "' \ one-hour rate per quarter-hour and 
column at right expresses new rate a> a percentage of class "(. one- 
hour rate per quarter-hour. 

Number % of "A" Hour % of "C" Hour 

50 or less 15 30 

52 to 77 II 2.°. 

78 to L03 12 24 

101 to 259 10 20 

260 or more 0.375 L8.75 

'ii i i iiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiin iiiiiitiiiiiiiiniiiiiii iniiiiiii iiiiiiiiiiiiiniiiiiiiiiiiiintiiiiiiiiiiiiiiiiiiii 


The NAB has embarked on a lon^ 
range program of audience studies 
of radio and tv and has hired Mel 
Goldberg to be the head of a nev 
research unit. 
Effective 1 August, Goldberg joins 
NAB as direc- 
tor of research 
(his exact titli 
may be direc- 
tor of research 
and training) 
with the ra^ 
of v.p. or its 
equivale n t. 
Mel Goldberg Goldberg i< 

currently a member of NAB commit- 
tees concerned with research anc 
is director of research for WBC. 

NAB's heightened interest in gen- 
eral research in broadcast audiences 
comes just at the time CBS an- 
nounced it is about to publish 
study of public attitudes on tv. 

The NAB program will include 
studies of the effects of radio anc 
tv on audiences, and the sociologi- 
cal implications of radio and tv or 
knowledge, attitudes, values, taste, 
behavior, and motivation, Goldberg 

As one example of what the NAE 
program would cover, Goldberg 
noted that radio is the constant 
companion of millions of people, 
yet the effects of this close relation- 
ship are virtually unknown. 

Goldberg has been connected with 
a WBC study of news media, being 
conducted by Northwestern Univer- 
sity. The results are to be turned 
over to the NAB. 

Goldberg stated he suspected the 
study would show that except for a 
few cities with outstanding news- 
papers, most Americans get about 
as much news from their newspa- 
pers as from a five-minute radio 

He has been director of research 
for WBC since 1956. 


a .i; m i«;o2 


Hard cover edition $5 per copy; 
Soft cover edition $1 per copy.* 
Your order will be promptly handled 
while the supply lasts. Your name 
in gold on the hard cover edition, 
$1 additional. Write SPONSOR, 
555 Fifth Ave., New York 17. 

*Soft cover edition free with an $8 subscription to sponsor. 

50 KW 




Each a slugger in its market! ... Different 
more sales for your advertising dollar;! 










\vj\ 1 




ly 1962 1 


.. Individual! . . .The one objective . . . 
tyortant Stations in Important Markets 

SPONSOR • 9 JULY 1962 




A business man doesn't usually 
come home and just flip on any 
old TV channel. He's selective. In 
Portland, and 34 surrounding Ore- 
gon and Washington counties, 
KOIN-TV is the station he selects. 
KOIN-TV gives him the most for 
his viewing time . . . gives you the 
most viewers for your time. 
Nielsen has the number. 

by Joe Csi 

. I u — . ■ L 


British report attacks tv 

One of the more interesting periods of each 
of the last two years for me has been the visit 
to the United States of a gentleman named Sir 
Joseph Lockwood. who is the chairman of the 
board of Electric & Musical Industries Ltd.. 
which owns the majority stock in Capitol Rec- 
ords and similar record manufacturers through- 
out the world. EMI also manufactures television 
transmitters, color television cameras, and countless other electronic 
items directly related to, and to a large degree going beyond, the 
broadcasting business. The company also is a vast manufacturer of 
appliances, a leading maker of hearing aids and is involved in more 
businesses than the space of this column permits. 

You would expect that the head man of an organization of this 
kind would have to be extremely knowledgeable in many areas, and 
Sir Joseph certainly is. You wouldn't necessarily expect that he 
would also be most charming and relaxed company, but he is. 

The last time he was in, the British Broadcasting Corp. had just 
shaken up a number of British advertisers and agencies by doing a 
series of shows dealing with various consumer products and adver- 
tisers' claims for same. Under the general title ''Choice" the BBC 
presented products such as transistor radios, fire lighters, toasters 
and other widely used consumer items. The half-hour show declared 
some of the items dangerous, some unstable, some poor buys and a 
few "best buys." The programs were based on tests conducted by 
the Consumers Assn. and the Consumers Advisory Board of the 
British Standards Institution. 

Shake-up over ad claims 

As of the time Sir Joseph had left London there were no definite 
indications that particularly serious damage had been done any of 
the manufacturers whose products were down-graded, but since the 
shows were estimated to have been seen by approximately five mil- 
lion viewers it certainly could not have been too helpful to the 
products which were denounced. 

I recalled all this and the general problems of the commercial 
television business and agencies and advertisers in England the 
other dav when a special committee of laymen in London, headed by 
a glass manufacturer named Sir Harry I'iikington. issued a report to 
the government on the television and radio business. I recalled Sir I 
Joseph telling me that the Pilkington Committee had been working j 
on this report for well over a year and British broadcasters and 
advertisers were eagerly awaiting it. 

The report was considerablv rougher on commercial television in 
Britain than FCC Chairman Newton Minow's "vast wasteland" 
(Please turn to page 63) 



9 jlily 1962 

T.I. spot editor 

Sponsored by one of the leading film producers in television 

Tlii- fail thai leveral Autolitc commercials won highest awards at the .Ncv> York \rl 
Directors Club and the l°t>2 American Television Commercials Festival, is a credit to 
the agency and the sponsor. \\ e are proud to have lieen associated with the production of 
these spots hecause the\ are not onlv prize winning, hut liard selling. 



New York: 200 Knsl 56th Sired Chicago: lft Kasl Ontario Street 

\ warded "Rest" in its field at the I'XiJ \merican Television ( .'oininen 'ials Festival, this 
American Dairy Assn. commercial is one of a series, in color, for the Dinah Shore Show. 
These commercials not only sell the product, hut prove thai eye tasting can he mouth 


Produced by SARRA for the AMERICAN DAIR1 ISSN, through CAMPBELL- 

Ml llll N. INC. 


New Y ork: 200 Ka~l S6lh Streel Chicago: lft Kasl Ontario Street 

"Tareylon's got ii! Flavor you never thought you'd get from anv tiller cigarette,? 1 *.i\~ 
the jingle in this series of commercials for Dual Filter Tarevton Cigarettes. Situation 
scenes, photographed on location, stress the enjoyment and flavor, anil stop-motion of 
the dual filter construction tells why. 


New Y ork: 200 Kasl .iftlh Sir. i I 

('hicaiio: lft Kasl Ontario Streel 

You'll have trouble trying lo tell "which one is 21 vears older" as mother and daughter 
have learned that Post Grape-Nuts helps them to keep slim and trim. A stop-motion 
tape measure helps emphasize the jingle point of "keep trim and slim with Crape-Nuts 
from Post." 

through BENTON & BOWLES, INC. 

glffifrS ~ 

New York: 200 Kasl jftlh Street Chicago: lft Kasl Ontario Street 

New York: 200 East 56th Street 


Chieago: 16 East Ontario Street 


9 JULY 1962 


Responsibility in Broadcasting 



SPONSOR • 9 JULY 1 ( )62 

the 1962 winners* of Corin- 
thian's first Summer Scholar- 
ships are now in training. 
Three have been selected 
from the outstanding appli- 
cants attending universities 
and colleges which are mem- 
bers of the Association for 
Professional Broadcasting Ed- 
ucation, 64 institutions offer- 
ing courses in broadcasting. 

These winners are under- 
going an intensive, six-week, 
on-the-job training program 
that embraces nontechnical 
phases of broadcasting. 

Corinthian's objective is to 
provide a well-rounded, stim- 
ulating exposure to commer- 
cial television for students 
interested in the medium. It 
is hoped that their experience 
at Corinthian Stations will 
lassist their development into 
career professionals who will 
be a credit to broadcasting. 

•Thomas Clark Dowden, University of Geor- 
gia; Donald R. Pukala, University of Illinois; 
Joel S. Stein, San Diego State College. 

2£khou-tv ®kotv 

-r Houston Tuha 




^^ fori Woyne 



Represented by H-R 



The till that tells the talc 



M»Lr '»• M ■ 

>oof .rfftat in Nt* ^ n wScft are 

job, you t-'., ■■■luti here in rcntrtl 


In wlli'. ■■ UN in |-rt 

ting rmiitt I - 

ih< l«*il hmitwwi pbctd In rhi- 
mhc iiv inception 

Such poctpMK* mux hr <lrvr>rd 

tt hen »ll |h) 

Th the til r«*d ■'■ 

»<XH (ill »».l ■ < ti. II" 


KaV fchnui : 




We've been getting some credit we 
don't deserve, and we hasten to set 
the record straight. 

\lthough I have handled all na- 
tional advertising for KRNT and 
KRNT-TV for 11 verj pleasant years, 
people have given me credit for writ- 
ing all of the ads. I have written 
many of the ads. but the last two 
i which have caused so much com- 
ment I . have been entirely written 
b) Boh Dillon, vice-president of 
Cowles Magazines and Broadcasting. 

Bob's current ad (shown above) 
prompted this comment in the 1 June 
issue of Advertising tge: 

"For an illiterative version of 
the cash-register story on advertis- 
ing results, vod can't beat KRNT- 
T\'s "Tis the till that tells the 

I'm proud of mv long association 
with Bob Dillon and the KRNT 
folks, and it must he more than co- 
incidence that KR\T"s business con- 
tinues to increase as its own trade- 
paper advertising budget increases. 
Edward LaGrave, Jr. 
LaGrave Advertising 
Des Moines 

SPONSOR'S 40-year radio album 

It is a tribute to the circulation and 

loyal readership of muh magazine 
to receive as many phone calls as I 
have regarding the \VI,W group pho- 
tograph appearing on what should 
he page 7') in \our "40-Year Album 
of Pioneer Radio Stations." Unfor- 
tunately, the man identified as me 
happens to be Wally Maher, a fine 
young actor now deceased. 

For the benefit of any research 
fanatics, it is a picture of the Crosley 
Players — the first radio stock com- 
pany to be formed. 

As a veteran in this business I 
found the issue wonderfully nostalgic 
and most interesting. 

Edward A. Byron 
special program sales 
National Broadcasting Co. 
Neto York 

The 10th anniversary issue of spon- 
sor is something to behold. 

All of us at the Balaban stations 
were indeed thrilled with the beauty 
and completeness ol the 10-vear storj 
of radio. 

David R. Klemm 
dir. of promotion 

St. I.OUIs 

Vexing and confusing problem 
Congratulations on your outstanding 
article about '"Equal Time" in vour 
!_'."> June issue. 

As one of the first station- to edi- 
torialize actively, we at \\ M( \ have 
long been concerned with the provi- 
sions of Section il'i and with the 
Fairness Doctrine. 

Your article handles this vexing 
and confusing problem adroitly and 
should become standard reading for 
countless broadcasters. You have 
done the industry a service by your 
straight-forward explanation. 

Michael Laurence 
dir. of P .r. WMC I 
Vein York 

IjONSOR • 9 JULY 1962 




Specializing in the sale and services of 
American television programing in all 
European countries. 

For Professional, Personal and Profitable Contacts With 
All West European Television Management, Write To: 
Arthur Breider • Corso Europa 22 • Milan, Italy 

18 SPONSOR • 9 JULY 196'j 

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


9 JULY 1962 

Copyright 1902 



It looks as though this is the year for the old groundrules and traditions of the 
air media business to undergo one challenge after another or face the strain of 

Coming on the heels of the product protection fandango between Westinghouse and 
Bates et al: growing and insistent pressure on the part of agencies for tv stations to let down 
the bars on the 30-day stricture and confirm forthwith schedules offered for fall. 

From glimmerings picked up on both Madison and Michigan Avenues, quite a num- 
ber of stations in important markets have already tossed out the window that 30- 
day limit on confirmations and are accepting orders so long as the starting date isn't 
too far into the fall. 

Where the yielding to the pressure is most pronounced is in the area of prime 20's. 
These stations figure that the inventory of 20's is now of such bulk (what with their 
doubling this season by the 40-second stationbreak) as to make it expedient to take the 
business as it comes. 

However, there is much hesitancy about confirming fringe late minutes. The de- 
mand here shows no signs of abating and the stations that are confirming the 20's seem dis- 
posed to hold out against the same procedure for such spots. 

What perhaps triggered the confirmation breakthrough was the fact that hordes of sta- 
tions this spring waived the 30-day rule for toy accounts and squared them away for 
the Christmas promotion season. 

Two New York examples where the 30-day thing has been thumbed out: DuPont's Zerone 
iBBDO), which starts in September for six weeks, and Fleischmann's Margarine (Bates), 
which is good for eight weeks, starting 24 August. 

The Chicago agency which can be expected to move fast to exploit this breach, 
particularly in prime time, is Leo Burnett. 

Among the agency's spot tv brood given to cavorting in that time precinct are Schlitz, 
P&G, Green Giant, Star Kist Tuna, Campbell Soup, and now and then, Brown Shoe. 

As Chicago reps see it, buyers of short flights may be in for a jolt if they expert, 
come a month hence, to find the availability pickings the same as last season. 

These reps also pose this question: now that spot tv is largelv of the flight and short- 
push sort and network tv is so much in-and-out spot carrier and scatter plan, will it not 
follow that the 30-day confirmation practice, like product protection, has become not 
only an impediment but hard to maintain? 

Rumblings of an alleged change in Y&R's timebuying system have reached reps 
and some of them have high hopes that the reorganization will work out to the tv 
medium's benefit in this respect: a more viable seller-buyer relationship. 

It isn't that the reps haven't a great liking and respect for Y&R's people and way of do- 
ing business. 

But they do think that the system has tended to become too assembly-linish, cut- 
and-dried in procedure and frigid in the matter of communication. 

The basic point they make: an agency has every right to its decision on a buy, but it 
does no harm if the seller once in a while can find out what he might compete 
against. Added to this is the reminder: in this business, after all. one hand washes the other. 

Background note: Y&R's media department is now without a chief as such, oper- 
ating under the supervision of William J. Colihan, Jr.. a member of management. 


9 .tuly 1962 




The tv reps offices in Detroit report that they see Dodge in their fall future. 

The account's handled out of BBDO. 

This tip has had the effect of buoying up rep hopes that another member of the 
Chrysler family, Plymouth, will supplement its minute participation buy on NBC 
TV for the fall with spot tv schedules. 

You may not have noticed it, but the bigger markets with less than three tv 
stations will have dwindled down to about three by the end of this year. 

Third stations are due to go on in Syracuse, Rochester, Tampa and Grand Rapids, 
leaving such as Jacksonville, Birmingham and Providence with but two stations among 
the upper ranking markets. 

Now that the nighttime network tv selling season for the fall is over except 
for odds and ends, it's convenient to do a recap on the various types of nighttime 
sponsorship — single, alternate week and minute participation — that will prevail 
for the fourth quarter. 

As a preface, it should be noted that only 18 program series will have a single cor- 
porate sponsor, as compared to 19 in the fall of 1961 . 

Odd as it may strike some in the trade, the ratio of spot carriers in terms of hours 
will be 6% hsss than last fall, and 5% less in terms of number of programs. 

Here's a breakdown of the fall sponsorship types, first by number of shows and 
secondly by hours entailed: 


6 (19%) 7 (22%) 

6(17%) 19(53%) 

6(21%)' 9(32%) 

18 (19%) 35 (36%) 


3i/ 2 (14%) 5 (20%) 

3y 2 (14%) 12V 2 (50%) 

4>y 2 (18%) 6Y2 (26%) 

1114(15%) 24(32%) 


Total Programs 


Total Hours 



19 (59%) 


11 (30%) 


13 (47% 1 


43 (45%) 




16V 2 (66%) 






39K> (53%) 


DuPont's antifreezes (BBDO) aren't letting Prestone (Esty) get in first this 
time with requests for fall radio availabilities. 

BBDO's obvious objective: getting a better choice of spots. Never before has the 
agency started buying for the antifreezes at the beginning of July. 

The campaign starts 1 September in the initial batch of some 100 markets. 

ABC TV is bent on recouping some of the sports billings it lost when CBS TV 
outbid it for the rights to the NCCA football games. 

The latest gesture: scheduling a golf match series (best ball) and a bowling pro- 
gram along with the Wide World of Sports Saturday afternoon, staring 4 January. 

The sequence is being promoted as Sports Triple Headers, with the events and their 
expected weekly billings as follows: 


2:30-3:30 Arnold Palmer, Gary Player vs. two opponents $135,000 

3:30-4:30 Professional Bowler Tour 135,000 

4:30-6:30 Wide World of Sports* 175,000 

Note: the golf and bowling series will run 13 weeks and sell for $13,000 a minute. 
"Participants include Gillette, Lorillard, Liberty Mutual, Bristol-Myers. 





SPONSOR-SCOPE continued 

Call it a millenium, if you will, but come October all three networks will be 
selling minutes in their daytime schedule. 

On ABC TV it's all over the lot, at CBS TV the entire morning span and with 
NBC TV the Merv Griffin one-hour strip. 

As interpreted by one seller, this business of being able to get minutes on three networks 
could spell the end of the advantage of the four-brand discount on CBS TV and 

To benefit from the four-brand rate an advertiser has had to stick virtually to a single 
network, but with all networks selling minutes he can spread his budget among these 
minutes patches on the various networks and come out with a four-brand rate. 

ABC TV appears to be making good headway in disposing of its Saturday 
morning schedule for the fall. 

Rate of sale: Make a Face, half sold; Top Cat, five-sixths sold; Bugs Bunny, 100% 
sold, and the World of Alakazam, 100% sold. 

You may hear some plaints along Madison Avenue about network tv football 
being headed toward pricing itself out of the market, but nevertheless there'll be 
more sponsor money put into that sport this fall than for any other season. 

CBS TV has yet to dispose of a quarter of its NCAA games and there are other hunks 
and bits of football still on the shelf. 

However, the indications are that there are prospects on the sidelines waiting to 
pick up these pieces at the moment when they think the networks will be inclined 
to a fast disposal sale. 

The football sponsorship picture as it shaped up on SPONSOR-SCOPE's latest check: 






American League 

Gillette, Lorillard, Lincoln-M, DX Sun 




\F1. Postgames 

Simoni2, Bristol-Myers, Gen. Mills 




R. J. Reynolds, Gillette, Carling 



Orange Bowl 

Buick, UMS (GM), R. J. Reynolds 






National League 

Ford, P. Morris, regional beers, oils 



Pro Kickoff 

Ford, P. Morris 



NCAA Games 

Ford. Gen. Cigar, Humble 



Pre Games 

Carter, Vitalis 



Post Games 

Rise, Vitalis 



Cotton Bowl 

American Motors 



Gator Bowl 

American Motors 



Blue Bonnet Bowl 







Rose Bowl 

Gillette, Chrysler 



Sugar Bowl 

Am. Home Prod., Colgate, Wynn, GM, 




Pro Cham'ships 

\m. Home Prod., Ford, P. Morris, regionals 




Colgate, R. J. Reynolds, Savings-Loan Found. 



Pro Bowl 

L&M, General Motors 



Blue-Gray Bowl 

Gillette, Chrysler 



Liberty Bowl 




Pro Highlights 

Chesebrough. Mennen 




S 3,850,000 

Grand Total 



9 july 1962 


SPONSOR-SCOPE continued 

April usually makes a good trend-spotting month : hence the fact that the level 
of viewing by hour of the day this April held its own with the year before indicates 
that the tune-in trend around the clock for 1962 has auspicious overtones. 

Here's a three-year hourly comparison of average per minute home tv usage as culled 
from Nielsen: 

TIME APRIL 1962 APRIL 1961 APRIL 1960 

9-10 a.m. 6,321,000 7,457,000 6,644,000 

10-11 a.m. 7,154,000 8,113,000 7,232,000 

11-12 a.m. 8,869,000 9,380,000 9,220,000 

12-1 p.m. 11,319,000 11,302,000 11,118,000 

1-2 p.m. 11,025,000 10,974,000 10,215,000 

2-3 p.m. 9,996,000 9,426,000 9,492,000 

34 p.m. 10,045,000 10,036,000 9,537,000 

4-5 p.m. 11,711,000 11,818,000 11,390,000 

5-6 p.m. 14,210,000 14,914,000 14,102,000 

6-7 p.m. 18,963,000 19,557,000 18,712,000 

7-8 p.m. 25,676,000 25,888,000 25,176,000 

8-9 p.m. 30,037,000 29,687,000 28,973,000 

9-10 p.m. 30,625,000 30,344,000 29,289,000 

10-11 p.m. 25,235,000 24,950,000 23,684,000 

A couple agencies have raised a point of equity with ABC TV in regard to the 
network's rebate rule for service interruptions. 

The network feels that an advertiser is not entitled to a billings readjustment for 
such breaks in service unless the lost service amounts to over 15% of the dollar vol- 
ume of the lineup involved. 

What ABC TV is apparently trying to avoid is added bookkeeping, but the recalcitrant 
agencies take the view that their clients are at least deserving of makegoods, a la 
spot tv. 

The tape portion of the $65-70 million spent, according to estimates, on tv 
commercials now runs to around 17%. 

There's no way of estimating the number of tv commercials turned out annually, because 
more and more of them are being taped via stations. 

The $65-million estimate is based on the business done mostly in New York, Los An- 
geles, Chicago and Detroit. 

Evidently it's got so in the audience measurement business that virtually every- 
body that's aware of the images on a tv screen is deemed worthy of statistical 

It's now being applied to the toddlers. 

Nielsen's been around asking agency subscribers how they felt about having the 4-1 1 
age bracket used in the service's demo breakdowns extend down to two years. 

The query had much to do with random advertisers' special interest in a sharper demar- 
cation between pre-school and school age children, the theory being that as long as the\ 
can identify the product they can play some part in influencing the purchase. 

Some of the agency respondents to the query offered this opinion: expansion of the 
age bracket would have to be accompanied with an appreciable expansion of the 

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 sponsor • 9 JULY 1961 

Ill 111 does the unusual! 






Gamble proposition for its product ZEST, beautifully 
demonstrated through the stopping power of high-speed 
photography (128 frames per second). Possible only 
through precision camera work. Best with Eastman high- 
speed film for the negative. Plus Eastman print stock to 
bring all the quality inherent in the negative to the 
TV screen ! Two steps— negative, positive— each of vital 
importance to sponsor, network, local station, viewer! 
For further information, write 

Motion Picture Film Department 

East Coast Division, 342 Madison Avenue, New York 1 7, N. Y. 

Midwest Division, 130 East Randolph Dr., Chicago 14, III. 

West Coast Division, 6706 Santa Monica Blvd., Hollywood 38, Calif. 

For the purchase of film, W. J. German, Inc. Agents for the sale and 

distribution of Eastman Professional Films for motion pictures and television, 

Fort Lee, N. J., Chicago, III., Hollywood, Calif. 

ADVERTISER: Procter & Gamble, Inc. (ZEST) 
AGENCY: Benton & Bowles, Inc. PRODUCER: Filmways, Inc. 


No goofs, no fluffs with 

Scotch 9 brand Live-Action Video Tape! 

Whether a slip of the hand, tongue, camera, 
lighting or direction, it can be found and fixed 
immediately when the show or commercial is 
produced on "Scotch" brand Video Tape. And 
video tape assures the picture quality that's live 
as life, without the risk of an on-the-air fluff. 
Tape plays back the picture moments after shoot- 
ing, helps find flaws that defy detection during 
the actual "take." You can check every detail — ■ 
sound, lighting, focus, pacing, delivery — while 
everyone is still on the set, ready for a re-take if 

Video tape performs instantly for special effects, 
too! No waiting for days, weeks, while lab work 
and processing laboriously create an "effect". Not 


only are you ahead in time savings, but in cost 
savings as well ! 

Immediate playback plus today's easicr-than- 
ever tape editing makes short work of last-minute 
changes, permits quick insertion of new material 
in existing footage. And "Scotch" Video Tape, 
for both black-and-white or color, provides out- 
standing "presence" to enhance commercial mes- 
sages, network and local shows, as well as closed- 
circuit presentations. 

A free brochure, "Techniques of Editing Video 
Tape," provides samples of current editing prac- 
tices, plus examples of special effects created on 
tape. For your copy, write Magnetic Products Di- 
vision, Dept. MCK-72, 3M Co., St. Paul 19, Minn. 

magnetic Products Division 


Mm comPANY 

I "f 



\ \'H 

~~ 9 JULY T9 6 2 

J'UTHWESTERN Savings Association paid bill for this public service program, Emergency Ward, on Corinthian station KHOU-TV, Houston 



i» an undisputed tact that there's a remarkable 
oni in sponsored local public service programing. 
Group stations, as well a- individual outlets, 
>m Maine to California, arc currently presenting 

array ol such programing hacked by lioth na- 
nal and regional advertisers. 
Lncovered 1>> SPONSOR last week were numerous 
ample? of sonic pretty hard-headed hu-ine— . men 
were getting excellent -ale- results \s itli this 

insor • 9 .ii iv 1962 

Here's a special, fact- packed 
report on why many na A ional 
and regional advertisers are 
steadily backing community- 
produced civic programs 

type of programing. Furthermore, 
these advertisers were getting respect- 
able shares of audience in prime time 
against heavy network competition. 

The sale of local special events and 
public affairs programs is indeed get- 
ting to he big business as anyone 
will testify who has viewed the cur- 
rent goings-on in the special projects 
division of Blair-TV. This is a de- 
partment of the station representative 
firm dedicated to the proposition that 
there are other values besides ratings 
in sponsor advocacy of public affairs 

shows. The Blair-T\ special projects 
division is hell-bent on proving that 
among the stations it represents are 
a whopping number whose "'factuals 
are sound investments for bigtime 
sponsors. To date it has fashioned a 
sterling case for many of its clients. 
The Blair-TV salesmen (in this in- 
stance Ralph Allrud. director of spe- 
cial projects, and Earl Thomas, spe- 
cial projects specialist) have sold 'an- 
nual budget' programs to some of the 
nation's biggest advertisers: Liggett 
& Mvers Tobacco Co. which bought 

These programs achieved sales results 

COLGATE-PALMOLIVE sponsors Frontier* of Knowledge (I) on five of six Triangle Stations 
including WFIL-TV, Philadelphia. Scene is of ruins at Tilcal. Infertel, produced by ITF, whose 
members include WBC, is sponsored by a large number of regional banking institutions 

SOUTHERN California Studebaker Dealers sponsored Survival on KNXT, Los Angeles. Seen 
here are elementary school children participating in 'drop drill' for KNXT's documentary 

a year-round package on KTTV. Los 
Angeles for $210,000; Humble Oil & 
Refining Co. which did likewise on 
KOA-TV. Denver, for $60,000. and 
National Biscuit Co. which acquired 
a similar package on WNBF-TV, 
Binghamton. for $30,000. Ward Bak- 
ing Company is presently consider- 
ing the acquisition of a year-round 
package on WDSU-TV. New Orleans, 
for a sum well over $50,000. 

Since its inception of the new sales 
approach for clients' public affairs 
shows, the Blair-TV boys have also 
managed to obtain a prepossessing 
parcel of individual program spon- 
sors. Contac bought A Volca7io 
Named White on KING-TV, Seattle, 
for $5,000; Mummers' Parade, Phila- 
delphia, WFIL-TV. $22,000; Great 
Music From Chicago, KING-TV. 
Seattle, $13,000; Seafare Regatta 
Golden Cup. KING-TV. Seattle. Kent 
Cigarettes, $8,000; World Series Spe- 
cials, WCPO-TV. Cincinnati. Chester- 
field Cigarettes. $3,000; St. Patrick's 
Day Parade. WHDH-TV. Boston. 
Narragansett Beer and Ward Baking. 

In approximately 10 months, more 
than 100 programs on a local level 
have been sold by the special proj- 
ects division of Blair-TV to some 20 
national advertisers. It adds up to a 
juicy three-quarters of a million dol- 
lars in television billing — a heftv sum 
of money which would not have 
reached the stations save for the sell- 
ing acumen of the Blair-TV salesmen. 

Why are big advertisers heeding 
the advice of salesmen of public af- 
fairs shows? As Allrud put it in con- 
fident terms to a sponsor editor, it 
adds up to these plus signs: 1) en- 
hances brand and corporate accept- 
ance; 2) establishes a degree of dif- 
ference for their products: 3) in- 
creases their share of the market: 4 1 
reaches selective audiences at reason- 
able cost; 51 establishes close asso- 
ciation with community events; 6) 
solidifies their community status: 71 
creates a receptive climate for prod- 
uct commercials, and ">i wins and de- 
serves a place in viewer conscious- 

Both Ulrud and Thomas are cer- 
tain thai advertisers who identify 
with and sponsor local special events 
and public affairs programs cam a 



.n i. v 1062 

deserved place in tin- consciousness 
of the buying public. Such sponsors 

build strong brand and corporate ac- 
ceptance, the) told SPONSOR, and in- 
herit collateral benefits that transcend 
ordinal \ television measurements. 

In presenting proposed packages t" 
agencies and advertisers, the Blair-T\ 
salesmen stress the manifold advan- 
tages of bin ing on a long-range basis. 
Said \llrud to potential sponsors: 
"Such annual packages can be of 
various types to provide vehicles Eor 
different tvpes of products, and we 
can also provide a mix of program- 
ing to offer everything from a taste 
of pure local egghead programing to 
a serving of local high school hands. 

'"And a- \ ou become better in- 
formed on what Americas local t\ 
stations are doing, I think it will trul) 
surprise you to discover what you are 
missing. There have been local high 
school hand competition programs of 
an hour or 90 minutes in length, 
which have achieved 40 and 50 per 
cent share of audience." 

Main station reps as well as indi- 
vidual station sales staffers have 
amassed an arsenal of effective argu- 
ments to prove that so-called escape 
"i entertainment programs get lower 
ratings than documentaries and spe- 

Allrud thought that one of the im- 
portant ingredients in the annual spe- 
cial programing packages should be 
a contingent provision for unplanned 
special events such as fires, floods, 
presidential arrivals, etc. On a net- 
work level this is current!) being done 
by sponsors such as Oulf Oil. "Mean- 
while, advertisers might do well to 
set aside a contingency fund for one- 
time-only shots in individual markets 
such as the Gold Cup Races in Seattle. 
International Reality Congress in Los 
Angeles. The Mardi Gras in New Or- 
leans. The J eiled Prophet Rail in St. 
Louis. The Rose Parade in Pasadena 
and other such festivals as rodeo- and 
Fairs," \llrud observed. 

Public service programs are now 
an effective route for a sponsor, na- 
tional or local, to reach a wide' audi- 
ence. Edward H. Benedict, national 
sales director. Triangle stations, also 
told SPONSOR. Benedict said that 
through total -pon-orship of public 
affairs programs an advertiser reaches 

INFORMATION on advertisers: Earl Thomas of special projects; Ed Shurick, e»ec. v. p., and 
Ralph Allrud, director of special projects, Blair-Tv, study slotted wallboard for prospects 

a ready-made audience with prestige 
and maximum impact. "Sponsor iden- 
tity with an awareness of coinmunitv 
needs, problems or progress, is one 
that is not measured in costs-per- 
10(X)"s. ? * Benedict observed, "but in 
over-all acceptance of a product and 
a sponsor as a neighbor, and a good 
one at that." 

Benedict cited the Frontiers of 
Knowledge series, produced bv WFIL- 
l'\ in cooperation with the Univer- 
sity of Pennsylvania now in its sec- 
ond year of full sponsorship by Col- 
gate-Palmolive. The monthlv series 
is sponsored bv C-P on five of the six 
Triangle stations: \\ I'll. TV. Phila- 
delphia; W NBF-TV, Binghamton; 
\\ FBG-TV, M too n a- Johnstown; 
WIAH T\. Lebanon-Lancaster, and 
KFRE-TV, Fresno. On WNHC-TV, 
New Haven, the sponsor is the Firsl 
New Haven National Bank. Other 
sponsors ol public -civ ice projects in- 
clude Sun Oil Co., sponsor of a 
\\ 1 II. -I \ Eyewitness and ('. Schmidt 
\ Son-, sponsor ol -port- specials on 
the Triangle station in Phillv . 

Corinthian -tat ion- also have racked 
up an impressive score with local 

level sponsorship. k.H()l-TV. Hous- 
ton, offers a varietv of such programs 
ranging from the annual Splash Day 
in Galveston, sponsored in full bv 
Falstaff Brewing to Election Returns 
and Magic Room, sponsored in part 
bv Norelco. Southwestern Savings 
Ass'n sponsors in part a monthlv se 
ries Southwestern Closeup. KOT\ 
Tulsa offer- / It av of Thinking witl 
Dr. Albert Burke under Carpel ( it\ 
sponsorship and Leu is Meyer Rook 
shelf sponsored bv Meyer's book-tore 
KNT\. Sacramento has had sponsor 
ship id' it- Election Returns and Lit 
tie League Championship Games 
\\ \N|.-T\. Fori Wayne offers // 
Quiz undei sponsorship <>f Indiana 
and Michigan Electric Co. The local 
IVp-i ( ola bottler pick- up the lab 

I'... \\ \NI :-TV's Election Returns and 
Knoii ) our Candidates. 

W 1SH-TV, Indianapolis, another 
Corinthian station, also reports tine 
reaction. It- Toda) It the Fair pro- 
gram wa- picked up bv Hygrade Meal 
Packing: Santa Parade bv Kahn's 
Meat-: Christmas on the ( ampus b) 
Continental Baking, \iiss Indianapo- 
(Please turn to jxi^r \i> 


9 JULY 1962 



^ Johnny Carson, who takes 
over 'Tonight' show, says 
eommercials should he en- 
thusiastie, hut quiet, honest 

Johnm Carson's most important 
task starts some three months hence 
when he replaces Jack Paar as the 
permanent conductor, motorman, and 
host of NBC TV's late-night program. 
The hilling, hefitting a fine comedian 
with an affinity for people and the 
ability to envelop an audience, is 
The Tonight Show, starring Johnny 
Carson. Moreover, there is sufficient 
evidence at hand to prove that spon- 
sors see in Carson an admirable sales- 
man as well as an endlessly reward- 
ing entertainer. It is predicted that 
before long the Tonight program, un- 
der Carson's aegis, will be SRO. 

Firm orders in Tonight starting 
with Carson's debut on Monday, 8 
October, through Christmas week al 
ready amount to 93 per cent of the 
potential one-minute participations 
available, according to John J. Mur- 
phy, manager, participating program 
sales, NBC TV. 

According to Murphy, sales foi 
this period are ahead of last year al 
this time and a complete sellout is 
anticipated. Murphy told SPONSOF 
last week that more than one-third ol 
this business is represented by new 
clients while the remainder is fron 
previous Tonight advertisers. 

NBC TV's program chieftains an 
also banking on Carson to snare lofty 
ratings and to bring to the prograrr 
a high octane level of excitement 
healthy controversy and bracing en 
tertainment. The consensus is tha 
Carson will give Steve Allen, hi 
multi-faceted rival on the WBC sta 
tions and other outlets, a tough time 
to sax the least. 

Carson, with compassionate con 
cern for the medium of televisioi 
and for the enduring values of ad 
vertising, feels there arc occasion 
when Madison \\enue should b 



"it i.y 106: 





called t<> tu-k Inr transgressions. Like 
mam friends of the broadcast media. 
In- feels those who violate the canons 
nl good taste in advertising >liinil« I 
be called to ta-k. He told SPONSOR 
fecentl) that the Carson Credo loi 
Madison Avenue especiallj that seg- 
ment concerned with the preparation 
of commercials — is as follow-: "Be 
enthusiastic — but be quiet and be 
honest! Vdvertising copy, he ob- 
served, i- unrealistic in main in- 

\\ hat i- the effectiveness of a given 
Commercial? \\ h\ isn't there more 
Industry self-regulation regarding 

commercial eop\ on the airlanes? 
Doe- the consumer realh believe 
everything he hears and sees on the 
broadcast hands? These are some of 
the questions which concern the ver- 
satile Carson. 

Like Allen, the man with the 
shrewd, penetrating humor againsl 
whom he will he competing, Carson 
is no mere horscht circuit standup 
deliverer of a long string of shallow 
joke-. 1 he man who will take over the 
celebrated late night television niche 
Vacated by Paar is a probing individ- 
ual with an earnestness of purpose. 
a facultv for fine satire but certainlv 
no blasphemy. Carson says he will 
he outspoken on the Tonight pro- 

\\ hat does Carson sav about the 
man he is replacing? "I'm a great 
admirer of Paar's work." he told 
.sponsor. "Paar has been stimulat- 
ing: he has been provocative." Car- 
son paused and said: "Paar has 
^fought loud commercials and so do 
* I." 

How does Carson react to the Allen 
personality? "I've always enjoyed 
Steve Allen, but I'm not close to 
12 Steve. I don't know him well," he 
aid. "But let me make this clear: 
Tin not competing with Allen. I'm 
competing with me! There are cer- 
tain people whn never like v ou. These 
s people niav go for Allen. Moreover. 
id Mien won't have the lineup of sta- 
ll ions that NBC has available. And 
1 I'm convinced that our show will be 
b nost effective." 


Carson thought he had a decided 
advantage ovei \llen in thai his own 
program had "immediacy about it 
whereas this was not so with the 
\llcn production. "Immediacj means 
much," Carson insisted 

''1 don'l know exactl) how mj 
-luiw will shape up," Carson mused. 
"Naturallj . at first we'll ti \ a lot ol 
gimmicks." The onlj thing I i an do 
is to keep the show from going dull. 
i Please turn to page !«'! ■ 

Sponsors for Tonight' with Carson 



Adam Hats 

Mogul, II illiams & Sayloi S.Y. 

American Cyanamid (Formica) 

I'rm Brown Cincinnati 

'Armstrong Cork 


Baldwin Piano 

Hill. Rogers, Mason & Scott Chicago 

Block Drug 


Dominion Electric 

Howard Swink Advertising Ohio 

F & F Labs 

Lilienfeld it- Co. Chicago 

Gulf American Land 

Paul Venze — Baltimore 

International Shoe 

Krupnick & Associates — St. Louis 

Kayser Roth 

Daniel & Charles— N.Y. 

Lanvin Parfums 

Vorth Advertising- N.Y. 

*Lehn & Fink 

Geyer, Morey, Madden & Ballard V.Y. 
Fuller & Smith & Ross X.Y. 

*Liggett & Myers 

J. W alter Thompson— N.Y. 


/{in Inn Idvertising Chicago 

**Minnesota Mining & Manufacturing 

Mac.Manus. John & Adams — Detroit 

Mirro Aluminum 

Cramer -Krasselt Co. Milwaukee 

Mogen David Wine 

Edward 11. II eiss Chicago 

*Otto Bernz 

Rumrill Co.— N.Y. 

**Outboard Marine 

Em in il i/s,'i. Ruthrauff & Rum 


\ W. Ayer— Philadelphia 



Sheaffer Pen 



Footc. (.one <\.' lit tiling Chicago 

Technical Tape 

Product Services V.Y. 

Trylon Products 

Lilienfeld & Co. Chi 

*Tubular Textile Machinery 

Vogul. II illiams & Saylor \ .) . 
II alker Saussj \ ms 

■Start date I: 


9 jli.y 1962 



^ Since its introduction two years ago, Metrecal has 
fought off over 100 imitators for the number one spot 

^ The story of how Mead Johnson planned to sell its 
product via sober, dignified tv commercials is told here 

Metrecal' s dominance among the 
Hurry of imitators in the dietary 
weight control field has made their 
use of advertising the subject of 
much comment and aroused more 
than routine interest in the ad indus- 
try. A center of particular interest 
has been MetrecaVs use of tv, where 
new concepts of commercial usage 
were pioneered. Following is a report 
based on interviews with the sponsor, 
Edward Dalton Co., Division of 
Mead Johnson, and its agency, Ken- 
yon & Eckhardt. 

lead Johnson & Company — and 
its new division. Edward Dalton 
Compan) came entirely new to the 
use of television as an advertising 
medium. Our first vehicle was "The 
Valiant \ears" — the wartime mem- 
oirs of Sir Winston Churchill. This 
property was acquired at a cost of 
approximately $2.5 million in late 
November 1960. 

Our (inl\ experience with con- 

FIRST prcs. of Edward Dalton Div., Robert 
Sessions, is now exec. v. p. of Mead Johnson 


sumer advertising consisted of the 
so-called announcement ad for Met- 
recal which ran extensively in major 
consumer magazines. 

In our approach to the commer- 
cial use of television, we had cer- 
tain thoughts in mind in the nature 
of standards, principles and objec- 
tives; we were largely innocent of 
how to begin to execute these, and 
certainly had no grasp of the tech- 
nique for doing so. Further, we had 
chosen to undertake a certain ap- 
proach that was — at the time — said 
to be at variance with commercial 
usage then in practice. 

It was this situation which set up 
the need for creative collaboration 
between ourselves as client — and our 
agency. Kenyon & Eckhardt. In 
other words, what is a good thing in 
any event, was a must for us at that 
time. It was literal!) essential that 
we pool our approaches and re- 
sources, with each having to take on 
faith that the contribution from both 
sides would somehow fit together in 

a situation in which neither could 
claim to be the final arbiter. 

Our thoughts as to principles, 
standards, and objectives in creating 
a commercial approach could be 
summarized as follows: 

1 I Not only were we dealing, in 
Metrecal, with a product having a 
strong and direct relationship to 
health: we desired to project, in our 
presentation of that product, the 
standards of probity that would be 
entirely consistent with the character 
and background of our company. 

2) The preceding point required, 
in turn, that our scripts should in 
every case be strictly factual in con- 
tent: preferring understatement for 
purposes of emphasis — rather than 
the opposite. 

3) We felt also that the emphasis 
should be on the problem of over- 
weight, with Metrecal as an import] 
ant aspect of its solution — as op- 
posed to the easier idea of a straight 
product pitch: this was because oi 
our thought that overweight and its 
management is an intensively per 
sonal affair which — like swimmhu 
— is something each person has to 
learn about in his own terms. 

4) Given the requirements for a 
script approach that would deal in 
facts and understatement — it wa 
more than ever incumbent on us t< 
engage the interest of our audiend 

TWO of the men behind Metrecal's success include C. Joseph Genstcr (I), pres., Edward 
Dalton, and W. Lee Abbott, Kenyon & Eckhardt v. p., director and management supervisor 

SPONSOR • '> .11 LI I''d2 

by means other than imager} and 
verbal-vocal emphasis. In other 
words, we thought ii important i" 
attempt actively to engage the con- 
scious intelligence i>f our audience. 
5) Thus, in the scripts, we under- 
took to formulate simple, [iterate 

prose. In audio it seemed import- 
ant that we engage a commercial 
spokesman whose clarit} of style 
and [»ii tit \ of diction would be in 
keeping with both the vehicle on the 
one hand and the message we would 
tr\ to cbnvej on the other. This, ol 

course, led to the selection of Marls n 

Green, whose background of stage 
,n\il screen quite obviously met these 

standards. Beyond this, our objec- 
tive as to visual treatment was to 
contribute, it onlj a little bit, to the 

development of our <• nercials as 

a legitimate tv art form. This ac- 
counts for the can' in all photo- 
graph} and the aspect of good taste 
that we sought continuously to build 
into the visual treatment that would 
be consistent with the accompanying 

I his general approach to televi- 
sion commercial treatment, there- 
fore, placed the emphasis at all 
times upon: factual content in which 
all claims could he clinically sub- 
stantiated; literacy in style and de- 
livery: and taste with quality in the 
use of visuals and in their integra- 
tion with the script. 

We have been asked at times about 
our long-term alliance with the medi- 
cal profession which our companv 
has enjoyed over the years — and 
bow this figured in our thinking as 
we approached the commercial use 
of television. Here there was one 
thing we wanted to avoid and an- 
other thing we wanted to accomplish. 

It was intensely important that the 
position of the doctor and his sphere 
of interest in the condition of over- 
weight should he clearly acknowl- 
edged: and. further, that this should 
he done in a way that placed the ini- 
tiative on those contemplating a re- 
ducing program to rely heavily on 
the advice of ph\sicians in any pro- 
gram which they would undertake. 

On the other hand, we wanted to 
absolve both ourselves and the physi- 
cians of any type of statement which 
would savour of a doctor's endorse- 

SCENE from Metrecal tv commercial shows overweight male walking slowly. It appealed to 
intelligence of viewers by stressing clangers of slowing-down burden obesity places on body 

ment of our product as such. It was 
on this basis, therefore, that we de- 
cided to conclude each commercial 
message with a strong plea to those 
contemplating a reducing program to 
invoke the counsel and guidance of 
their physician and that this could 
be done most simpK in conjunction 
with a regular physical checkup. 

\ll ol these criteria were based 
upon our conviction that the Ameri- 
can public we address toda} has 
achieved new levels of literacy, style, 
taste, and maturih — that are com- 
mensurate with the new levels of in- 
come our public has enjoyed these 
past 30 years. We did not feel at an} 
time that we had a problem of find- 
ing a common denominator that 
would be low enough to be under- 
stood b} the rank and tile: we con- 
ceived our problem in terms of how 
to project our message in term- 
that would, on the contrary, be up to 
the level of our audience -given 
onl} a one or two-minute -pot in 
which to do so. 

\\ ith special reference to the 
Churchill series: there were certain 
further ground rules vve sought to 
observe. First, was to interrupt the 
program only once in the middle for 
a commercial message. This required 
us to use two minutes instead of the 

usual one-minute commercial, and. 

therefore, we had to he careful about 
the point at which the program was 
interrupted so as not to he jarring in 
its effect on the listener. 

The use of the two-minute com- 
mercial was considered quite unus- 
ual at the time, inasmuch as it carried 
with it the "risk of losing the inter- 
est" of our audience. Here, there- 
fore, we were greatly relieved when 
the unsolicited letter- ol approval 
began coming in (more of this later) 
stressing appreciation for the "brevi- 
ty and succinctness of our commer- 
cial message. 

The othei ground rule had to do 
with how we would invest our con- 
cluding one-minute commercial. 
Here it seemed appropriate that we 
no/ wind the thing up with one more 
minute of talk about our product 
Instead, we undertook with script 
and visual to identif\ some incident 
or landmark in American bistor} 
which would relate the message 

id the Churchill -cries to our own 

experience and background as Amer- 
ican people. I hi- wa- a little hit 
daring, perhaps, because it presup- 
posed that we would he able to put 
something in the final moment- that 
would be in keeping with the stand- 
( Please turn to page 48) 

sponsor • 9 JULY 1962 



^ New advertiser interest, expanded budgets of cur- 
rent advertisers, add significantly to fm's fall prospects 

^ Pulse, MPI-QXR studies also provide encouraging 
data on medium's growth and selective audience appeal 

ful audience, whose high income 
level is making it increasingh at- 

Both the MPI and Pulse studies, 
most fm broadcasters agree, could 
have far-reaching effects on fm's fu- 
ture. Together the\ have given the 

I hree hitherto unreported develop- 
ments, unearthed by SPONSOR late 
last week, could add significantly to 
I he fm picture this fall: 

1. Several leading national adver- 
tisers, among them Colgate, Ameri- 
can Tobacco, Breck shampoos and 
Lanvin perfumes, are distinct possi- 
bilities for Y>2-'63 fm schedules. In- 
vestigation of the medium for "qual- 
ity" brands (American Tobacco, for 
example, is researching it in terms of 
Tareyton) is now underway. 

2. An encouraging number of 
current fm advertisers are planning 
both market and budget expansions, 
based on successes scored with their 

(>l-'(>2 fall-winter-spring schedules. 
Among them: Best Foods mayon- 
naise, General Electric radios, Ze- 
nith radios. Chanel perfumes, Irish 
Airlines, Air France, Magnovox, 
Union Pacific Railroad, and John 
Hancock Life Insurance Co. 

3. Two sponsors of upcoming '62- 
'63 tv specials are seriously consid- 
ering the use of fm radio on a na- 
tional scale to merchandise their 
video programs. And. if current ne- 
gotiations go through, their commer- 
cials will be scheduled during peak 
fm nighttime hours, designed to 
reach the generallv-overlooked non- 
i\ audience. 

These flurries of advertiser inter- 
est, alongside recent disclosures b\ 
two independently conducted re- 
search projects (Media Programers 
on behalf of the QXR network, and 
Pulse) are real manna to a market so 
long accustomed to star\alion. And 
while advertiser/agency interest in 
fm is still far from universal — is 
even, compared with t\ and am, no 
more than a trickle — it nonetheless 
presages a healtln awakening to a 
relative!) small but inten-el\ faith- 

National, regional advertisers who 


'Air France 


Boeing Aircraft 

* British Overseas 



'Irish Airlines 



'Lufthansa Airlines 

'Norfhivest Orient 

Pan American 

' Sabena 






General Electric 



'Chrysler I Imperial) 








Hal Ian tine 

tin account*, 


Car ling 


Cresta Blanca 

*Duff Gordon Sherry 


l Ti 


'Book of Knowledge 

* Book-of-the-Month Club 

Encyclopaedia Britannica 
Harper s 
* Holiday 

'Reader's Digest 

Sports Illustrated 


Benson & Hedges 

*Broun & l\ illiamson 




'Best Foods mayonnaise 

Betty Crocker 

'Arnold Bakeries 

Canada Dry 


Conte Luna 

* Danish Blue Cheese 

General Baking 



9 jlly 1962 


medium its most important tools t<> 


• Some 11- to L5 million homes 

now receive Em, growing at the rate 
of 2 million homes pel \ear. The 
DXR network estimates 1(> million 

lin sets in these homes. 

• Fm homes have stili-lantiall) 
higher incomes than non-fin home-. 
MI'I finding the over-$7,000 group 
almost 72' < higher. Pulse Betting the 
median income at $7,090 a year, as 
compared to $5,810 for non-fin fami- 
lies. I Median income of listener- to 

have used, or are now using, fm 

trthwoods Coffee 



Schweppes Tonic 

Seren-l j> 


A & P 

Imerican Stores 

Food Fair 

Perm Fruit 








Capitol Records 

Columbia Records 

Fid el it one 

General Electric 

* Heath Kits 

London Records 



RCA Victor 

' Stein nay 

Strom bertc-Carlson 






// tuner Bros. 




Southern Pacifil 

'i nion Pacific 

Pennsylvania Railroad 


*lf . R. Grace Lines 

Italian Lines 
U. S. Lin 


Matson Steamship Lines 


* Hamilton 



* American Medical Assn. 

Hell Telephone Co. 

Berlitz School of Languages 

Diner's Cluh 

Eagle pencils 

French Tourist Bureau 


*Jokn Hancock Life Insurance 

John If ard shoes 

* Light-O-Lier fixtures 

y Thorens Co. 

\\ I M I in Chii ago is 19, 100 I 

• The fm audience is pi imai il) a 
"class" audience, ii- majorit) having 
both high Bchool and i ollege edu< a 
tion-. large Families, charge ai ounts, 
new automobiles, a pen. hanl 
ii avel 1 1' in ope, ( !ai ibbean ci uises i 
for which the) use .iii lines 36.7' I 
more than do non-fmers, steamships 
183.3$ more. 

Particularl) noteworthy in both 
the MI'I and Pulse studies is the 
wide range <>f interest- of fm listen- 
ers. MPI. for example basing mui h 
of its information on studies 1>\ 
Young & If ul >i< an i. Alfred Politz Re- 
search, Inc., and earlier Pulse sur- 
\c\- shows fm families are as in- 
terested in attending sporting events 
and motion pictures as they are mu- 
sical events i all in much higher per- 
centage than non-fm families) and 
likely to use more cosmetics and buy 
more wine. They're much more in- 
terested in stocks and securities, too. 
This latter interest is already being 
explored by such stock brokers as 
Bache & Co.. itself now a prime pos- 
sibility for an fm schedule this fall. 

There is decided irony in this up- 
swing of interest in a medium which 
Time magazine says is too often 
thought of as "something like a 
worth) charit) or an obscure quar- 
terly magazine." Neglected by adver- 
tisers and agencies from the begin- 
ning because of its non-mass appeal, 
it i- today being scrutinized for it. 

"Especially 1>\ advertiser-."' -av- 
Otis Ravvalt. vice president of Walk- 
er-Ravvalt Co., one of the handful of 
reps serving fin stations. "Agencies, 
as usual, tend to drag their feet." 

This response of advertisers to se- 
lective audiences is linked by observ- 
ers to changing market pattern-. 
given impetus by the FCC — Chair- 
man Minovv in particular in its 
widely-publicized drive For "broad- 
cast excellence." \- with public af- 
fairs programs on television i see 
page 25), the idea that higher-type 
programing can be commercially sen- 
sible might verv well, as one finer 
puts it. "be charting a course for the 


9 july 1962 


\\ itli fin. the course, until recently, 
lias been doubtful. A Lilliputian from 
the beginning, there has always been 
a Gulliver to contend with. Although 
it was technically superior to am 
(almost entirely static-free) when 
developed in the "30s. am was at the 
very zenith of its power. Then, just 
when it looked as though it might 
have a future. World War II shoved 
it hack to oblivion. Again, in the 
early post-war years, a place-in-the- 
sun attempt was aborted by televi- 
sion, when even the future of am was 
in doubt. It was onl) in the late 
'50s, when the tv goldrush had set- 
tled down to steady mining, and am 
had fairly well mated with a news- 
and-popular-music format (largely 
rock n' roll), that fm could rise 
from its knees. In the light of its 
stepchild history, its shaky commer- 
cial structure, that rise has been im- 
pressive. In 1956 there were only 
656 fm stations in the U. S. Today 
there are almost 1,200. 

How many of these are in the 
black? First, not all of this number 
are commercial. The Pacifica Foun- 
dation, for example, runs three that 
are sustained entirely on listener 
contributions, including New York's 
WBAI, which has more than 11,000 
subscribers. But of the majority who 

do depend upon revenue from adver- 
tising, the wholly successful opera- 
tion is still largely a hope for the 
future. That this hope, however, has 
its basis in fact is demonstrated by 
the success of such fm stations as 
WFMT in Chicago, which not onlv 
competes with that market's am oper- 
ations (its average audience is 800,- 
000 weekly) but last year grossed 
some $400,000, of which $80,000 was 

A particular favorite of Chairman 
Minow, who says the station is mak- 
ing a "real cultural attack." WFMT 
is typical of the kind of programing 
being launched in fm today. Though 
primarily musical I about 80% of its 
schedule is devoted to classical rec- 
ords), the station runs shows rang- 
ing from poetry readings to intel- 
lectual roundtables, is noteworthy 
for giving controversial authors a 
hearing. Last April's winner of a 
Peabody Award for the best radio 
entertainment of 1961, am or fm, 
WFMT was cited for "proving daily 
that society's more notable cultural 
achievements can be effectively com- 
municated and commercially sus- 
tained through broadcasting." 

This "free spirit" approach to pro- 
graming is being duplicated by in- 
novation upon innovation throughout 

the country. Last year, Manhattan's 
WBAI played Wagner's Der Ring 
des A ebehtngen in its entirety over an 
uninterrupted 17-hour day. This 
spring, KHOF-FM in Los Angeles 
ran a marathon five-and-a-half hour 
"Radio Psychology Clinic," featur- 
ing staff members of the Christian 
Counseling Center in Pasadena. On 
14 May, a two-way two-hour confer- 
ence on postgraduate medicine was 
broadcast by WRVR in New York, 
fed to Educational Radio Network 
stations in Amherst, Boston, Albany, 
Philadelphia and Washington, in 
which both physicians and lavmen 

During the first week of this 
month. KING-FM in Seattle gave its 
programing over to a unique "Brit- 
ish Week," in which a cross-section 
of BBC programs from Gilbert and 
Sullivan to jazz to Sherlock Holmes 
to the comical Goon Sh-otv were 
aired. Many of these BBC offerings 
were heard by an American audi- 
ence for the first time, among them 
a radio adaptation of John Gay's 
"Beggar's Opera." On 4 June, WQXR 
in New York presented a two-hour 
studv on "The Art of Koussevitzky." 
On 27 May, WTFM in New York 
broadcast the highly controversial 
"Christ in Concrete," a music-and- 


Here are some newly released characteristics of fm families 


Fm families own, on the average, 21% more cars than 
non-fm families; they drive 6% more miles, their ex- 
pectation to purchase a new car in the next six months 
is 63% higher. 


Fm families own, on the average, 30% more major 
household appliances (air conditioners, clothes dryers, 
dishwashers, automatic washing machines). 


Fm families spend, on the average, 14% more for soaps 
and detergents; they spend 13% more for food and 
groceries; they purchase 14% more cans of scouring 
powder; their usage of self-sticking cellophane and 
deep freeze paper is 38% higher. 

Source The Pulse, Inc., prepared for Triangle Publications, November 1961. 


Fm families have, on the average, 59% more heads of 
household in the "professional, executive, managerial, 
official, technical and kindred types" occupational cate- 
gory; they have 68% more heads of household with 
some college education or better; they carry 57% more 
life insurance; their usage of airplanes in the past year 
is 57% higher. Fm families have, on the average, 2% 
more working female heads of household; they are 6% 
younger on the average. 


Fm families, on the average, have incomes 22% higher 
than non-fm families; their families, on the average, 
are 12% larger; there is a 9% greater likelihood to find 
children under two years of age. 


SPONSOR • 9 JULY 1962 ;, 

speech monodrama which creates an 
interna] tension between narratoi 
and orchestra to comment on the ac 

lion of the text. 

This latter program ua> broad- 
cast in fin stereo, a recent develop- 
ment adding further lustre to the me- 
dium's future. Vasth superior even 
to the fm sound itself (which now is 
virtuallv free of sound interference 
from lightning, electric motors, tele- 
phone dialing, etc.), stereocasting, 
as of this date, i- being conducted on 

12.1 stations. Electronic Age esti- 
mates a minimum of 150 stereo sta- 
tions l>\ year's end, operating in at 
least lot) different I . S. cities. Vmong 

the newer converts: KBi R. \nehoi- 
Bge, Alaska: K.DLO. Riverside. 
Calif.: KWME, Walnut Creek, Calif.: 
Wri-'A. Pensacola, Fla.; WYAK, 
Sarasota, Ma.: WFMQ and WSBC, 
Chicago; WALK. Lexington, K\.: 
WQDC. Midland. Mich.; WMDE, 

'Greensboro, N. C; WPAY, Ports- 
mouth, Ohio; KW FS, Eugene. Ore.: 
KGMG, Portland. Ore.: WNFO, 

| Nashville, Tenn.: KTBC. Austin. 
Tex.: and WYFI. Norfolk. Va. W SI! 
in Vtlanta. which began separate am 
and fm programing 18 June, is now 
including five-and-a-half hours ol 
stereocasting by multiplex in its 18- 
hour-a-day independent schedule. 

Last week, before the Electronic 
Industries Assn. symposium in New- 
York. FCC commissioner Robert T. 
Bartley gave the new development its 
most dramatic boost to date. "What's 
ahead for radio?"' asked Bartley at 
the outset. "I say to you fm stereo 
is what's ahead for radio. It adds a 
new dimension of realism to a sys- 
tem heretofore capable of rendering 
a verv superior monaural high fidel- 
ity service. It brings to the public 
a new sense of reproduction which 
ha- previousl) been lacking." 

Pointing to some industry predic- 
tions of failure for fin stereo, similar 
to those which greeted fm itself in 
the late '30s, Bartley said. •"During 
these past 23 years, many knowl- 
edgeable and influential broadcasters 
and manufacturers have just as 
earnestly predicted that fm would 
die on the vine: main of these same 
people have subtlj fought fm. Thev 
had their reason, which we need not 
I Please turn to page 49) 


BONANZA: Henry Bullington (r), owner of carpet shot in Roanolce, Va., makes plans with 
WSLS-FM salesman Gus Trevilian, following $3,500 in business in one month — from one weekly spot 

can \ou ( 

lo fo 




When Henry L. Bullington. ownei 
of a new establishment, the Carpet 
Shop, in Roanoke. Va.. asked W SLS- 
FM salesman Jim Shipp that ques- 
tion jokingly — he was somewhat 
surprised to find he was being taken 

He w as also surprised to find, af- 
ter some diligent sales work b\ 
Shipp. that he had bought time on 
WSLS-FM (slightly more than $10 
worth). Surprise, however, was a 
minor emotional experience com- 
pared with the delight that came on 
its heels. For Shipp's persuasiveness 
resulted in the Carpet Shop doing 
over $3,500 worth of business in it- 
first month. And since this was 
three times the business Henrv Bull- 
ington had anticipated, he wasted no 
time in investing some of this fm 
windfall on a longer campaign on 

Course I was onlv kidding when 
I asked Jim if he could give me $10 
worth of fin time." he sa\s. '"And 
when he took me up on the offer I 
figured I couldn't very well back 
down. However, when I gol a call 
at home at ( ) p.m. one night and the 
fellow said he'd just heard my com- 
mercial on fm and could I do the car- 
peting in his home right away, I fig- 

ured maybe this fm reall) did have 
an impact. And after I figured on 
the back of a piece of paper that the 
telephone call was for more than 
$1,500 worth of carpeting well. I 
guess I got a little bit more than my 
-H» worth." 

Bullington's WSLS-FM campaign 
has impressed him more from the 
quality than the quantity standpoint. 
"Were onlj on once a week, on 
Mondaj nights, with a one-minute 
commercial." he sa\s. "but the peo- 
ple this commercial has brought into 
the store are exacth the people I 
wanted to reach. They're not inter- 
ested in window shopping. When 
thev come in the\ re pretty well pre- 
sold, and the majorit) of them men- 
tion the fm commercial thev heard 

over WSI.S." 

Bullington's enthusiasm ha- made 
him WSLS-FM's most verbal and ef- 
fective salesman. "We've got a little* 
old stoic pretty much out of the 
mainstream of the shopping centei 
area." he takes pleasure in telling 
other-, "and when a single one-min- 
ute commercial brings that man) 
people to mv door each week, then 
I know I'm using a medium that's 
just right for me. I'd a lot rathei 
be on fm than that clickety-clackin' 
bang-bang thing the) call radio tin-,' 
davs.' : ^ 


9 jlly 1962 


PICK-UP for Illinois Bell-sponsored high school basketball tournament this year was handled by WBKB (TV), Chicago, and -fed to II other stations 


^ Illinois Bell has found the once-a-year shot as spon- 
sor of state tournament on television an image-builder 

^ Company started with tv program 10 years ago as 
puhlie relations move to reeruit more young employees 

_ _ _ ( IIICAGO 

ft lien Illinois Bell Telephone 
Companv (an affiliate of AT&T) 
sponsored the state high school asso- 
ciation hasketball tournament in 1952, 
the company had no idea that the 
undertaking would grow into an an- 
nual event of state-wide prominence 
equivalent to that of the major 
leagues. Now headed into its twelfth 
year, this venture has assumed pro- 
portions approaching those of net- 
work program packaging for the 
telephone company and its agency, 

N. W. Ayer & Son, Chicago; and is 
considered so professionally han- 
dled, that last month the production 
received an Emmy award from the 
Chicago chapter, Academy of Telc\ i- 
sion Arts & Sciences. 

The once-a-year telecast on a 12- 
station lineup covering the state 
serves Illinois Hell in two particular 
areas, according to \\ illiam G. Stern, 
ad\ertising manager. 

First, he says, it works as an image 
huilder for the company. Illinois 
Hell constant!) strives f<>r sponsor 

identification with public service and 
informative shows in all its television 
efforts. The high school basketball 
tournament telecast provides an o|>- 
portunitv to conve) institutional and 
what the phone company calls "serv- 
ice aid'" commercials, informing 
viewers (all of who are Illinois Bell 
subscribers i of such innovations as 
area codes and all-number dialing. 

Second in importance, according 
to Stern, are the straight-sell com- 
mercials — and vcrv soft sell, at that, 
he says. Onlv about 25' < of the 
total commercial time is devoted to a 
pitch reminding viewers of new 
equipment available for home use, 
such as Princess phones, wall phono, 
bell chimes, extension and second 
line conveniences. 

Illinois Bell is a t\ -oriented adver- 
tiser, spending about 50% of its an- 
nual budget in the medium. In ad- 
dition to tin' high school basketball 



') .)i n L962 

tournaments, which accounts Eor ap- 
proximate!) K>' r of the total, the 
pompan) sponsors a L5-minute late- 
evening news -trip twice weekl) i>n 
\\ BBM-TV, and several times a yeai 
picks up the tali lor local specials 
entitled, / See Chicago, also pro- 
duced l>\ the station. In past years 
this sponsoi ha- backed syndicated 
runs of / Kim i at Sea. 

According to Stem. Illinois Hell 
;aims for sponsorship of shows that 

indicate i ommunit) and state inter- 
est, and. in addition to entertain- 
ment value, contain informative ele- 
ments. In tlie case of backing the 

ihigh school association haskethall 
tournament-. sa\s Stem, much ex- 
citement and coin ersatioii has run- 
sistenllx been stimulated. 

This undertaking, begun eleven 
|rears ago as an experiment, had po- 
tential for development. Illinois Hell 
felt. Initially, the vehicle was used 
is a public relations venture, de- 
signed to aid the program of recruit- 

ng good young employees, which. 

it that time, was severel) lagging. 

Since the first telecast in L952, 
Illinois Bell feels that tournament 

ponsorship has progressive!) in- 
:reased its \alue to them. Both the 
company and Ayer regard the ven- 
:ure — along with the ensuing com- 
plexities — a- well worth the continu- 

ng effort. 

Getting the tournament on the air 
sach year involves enormous admin- 
istrative detail. Rick Hawley, account 

bpresentative at Vyer, and co-ordi- 
iator of all tournament activity for 

llinois Hell, says: "\ venture of this 
lature requires a great deal of time. 
Wan) policies must he formulated 

nd enforced. \aturall\ we are guiil- 

d b) the N \B Code of Good Prac- 

tce, hut we like to think we are a 
;reat deal more exacting than the 
;ode stipulates. For example, we 

urogram absolutel) no commercials 

fetween the time a game begins and 
he end of the first half. We main- 
tain the same moratorium during the 
second half." 

I he haskethall tournament is actu- 

ll\ on the air four times during 
pay-off weekend. Beginning on Fri- 
day at about 1:00 p.m., it runs until 
4:00. resuming again in the evening 
ut 7:30 until about 10:45. On Satur- 

COURTEOUS use of telephone 
by teenagers was emphasized in 
Illinois Bell commercials this 
year, here illustrated by stills 
from a spot in which teenaged 
daughter . . . 

day, the same kind o| a schedule is 
followed, making a total of about 11 
telex ised hours out of the 31 played 
in the tournament. Of the total time 
during the two-da) telecast. Hawle) 
points out that about 80 minutes of 
commercial time are involved. 

Time clearance on the 12-station 
lineup is another one of the agencx 
responsibilities in connection with 
this marathon event. "Proper choice 
of affiliates is just as important to 
us as it is to am other network." 
says Hawley. The initial activit) 
with stations occurs in Julv when 
the agenc) contacts them for costs, 
and outlines what will he required 
from the originating station in re- 
gard to air time and remote facilities 
for pick-up of the panic- which are 
played at the Universitj of Illinois 

The 1962 tournament, last March, 
originated via WBKB I \I!C-T\ I, 
Chicago, and was carried on these 
stations covering the state: \\( HI . 
and \\("l\. Champaign-Urbana; 
WICD. Danville; WTVP, Decatur; 
WSIL-TV, Harrisburg; \\ MBD-TV. 

. . . speaks to her mother. N. W. 
Ayer agency used a light ap- 
proach to basic telephone man- 
ners, stressed that teens not mo- 
nopolize the family phone, but 
share party line 

Peoria; WGEM-TV, Quincy; \\ REX, 
Rockford; WHBF-TV, Rock Island; 
\\ 1CS, Springfield; and KETC, an 
educational channel in St. Louis. 

Illinois Bell, not interested in t.> 
tal sponsorship on Friday, makes ar- 
rangements with -ome ol the stations 
for local sell-off on that da\ . 

I M lu-i\ e tele\ i-ion i ightS for 
games are purchased from the Illi- 
nois High School Association, an 
organization made up of high school 
[principals. This association, and of- 
ficial- of the I niversit) of Illinois, 
must approve all commercial con- 
tent of the telecasts earl) in March. 

\-ide from legal and technical de- 
tails involved in televising the tour- 
naments, there is also what rlawle) 
calls the "romantic side' to tin- -how 

— a few items that help make the 

production unique: 

Illinois Bell's fir-l sponsorship of 
the tournament in 1952 wa- the first 
time a telecast ever originated from 
the 1 niversit) of Illinois. 

During earl) telecasts, the major- 
it) of Illinois Bell commercials were 
live, produced in Chicago and put 


9 july 1962 


Into the network feed. Because of 
the obvious problems connected with 
live commercials, and with the ad- 
Mut of videotape, the practice was 
discontinued. "As far as we know.'" 
Hawley says, "we were the first to 
iim' videotape commercials on an in- 
sert basis." 

A desire for innovation — the wish 
to bring something new and differ- 
ent to each year's tournament tele- 
cast — motivates the phone company 
and <\\er. in the areas of both com- 
mercial production and game pro- 

During the past season, some of 
the commercials were aimed at teen- 
agers, demonstrating courteous usage 
of the telephone, and emphasizing 
basic telephone manners. Ayer used 
a very light approach in creating 
these commercials which stressed 
don't - monopolize - the - family - phone, 
and share-the-party-line. 

Hawley says that although tele- 
phone extensions and second lines are 
on the increase in homes covered by 
Illinois Bell, there are no figures 
available on how much of this in- 
crease is due to teenage demand. 
In addition, he points out that re- 
search of tournament viewers shows 
the audience as predominately adult. 
Ratings for the games average 
about 2.9 or .3.0. often out-pulling 
the Saturday night network block- 
busters on final game night. Illinois 
is an enthusiastic basketball state. 
Hawlej reports, a fact proved by the 
mail response to give-away offers. 

Of the mail pull, William Stern 
says that after each tournament his 
company receives hundreds of thank 
you letters, some of them mention- 
ing appreciation for the soft-sell com- 

Stern says, too, thai although tour- 
nament ratings are not taken each 
year, the cost-per-1.000 is about 
11.00. The company feels that spon- 
sorship of such a well-received show 
works well for them because of the 
image building for which Illinois 
Bell strn es. 

I ai li year we lr\ to bring some- 
thing in -w and different to the tele- 
cast," says Hawley. "In former years 
we've gone down into the dressing 
rooms to pick up winning teams, giv- 
(Please turn to page SO) 


^ Station rep firm's new 'daytime tilt' study shows 
'greater tilt' among tv nets' a.m. shows than p.m. shows 

^ TvAR executive hits 'apples vs. oranges' comparison 
in reply to NBC attack on 'nighttime tilt" 1 presentation 

WW e certainly have no intention 
of getting into a paragraph-h\ -para- 
graph 'research war' with NBC over 
its 'bulletin* attacking our 'tilt' 
stud\." TvAR's marketing and re- 
search vice president. Robert M. Hoff- 
man, told SPONSOR. 

"We believe that NBC has missed 
the point of our presentation." he 
continued, "'which is aimed at pro- 
moting the more effective use of tele- 
vision b\ national advertisers. W hat 
were saying — and we can prove it — 
is that network television delivers un- 
equal advertising pressure from mar- 
ket to market. For that reason, a 
combination of network and spot is 
a 'must if advertisers are to derive 
the maximum benefits from televi- 

In analyzing the NBC bulletin 
which rebutted the TvAR study. Hoff- 
man charged the network, at one 
point, resorts to an "apples vs. 
oranges" comparison. 

Having stated this and other dis- 
agreements with the bulletin, he then 
went on to claim that there exists not 
only a "nighttime tilt" for network 
programs, but also a "daytime tilt" 
which is even bigger than nighttime s. 
The table and chart dealing with 
this "daytime tilt'" have just been 
completed after months of work and 
are presented here exclusively. 

What disturbs Hoffman most about 
the NBC bulletin is what it does not 
sa\. particularl) the absence of any 
comment pertaining to that part of 
the "tilt"" stud) which claims that 
"similar-type programs whose audi- 
ences are virtual!) equal on a na- 
tional basis arc wholl) unpredictable 
on a local basis." (See table on page 
39. 1 

In a four-page correspondence to 
the T\ \H staff. Hoffman also con- 

PAUSING to answer NBC, TvAR v.p. Rob- 
ert M. Hoffman is back from a 'tilt' tour 

In its 22 January issue, SPONSOR 
ran an article on a TvAR presenta- 
tion entitled "Tilt — the After-Math of 
Network Television." The study — to 
be painfully brief — claimed that tv 
networks not only do not reach the 
audience potential in the top 20 mar- 
kets which contain 55% of all I . S. 
tv homes, but rather "tilt" away from 
reaching this potential. NBC refuted 
this study in a six-page bulletin. 
"Leveling Out the Shut in the TvAR 
Tilt Study." reported in SPONSOR, 18 
June. The network claimed that the 
station rep firm overstated coverage of 
the top 20 markets with its 55% fig- 
ure. It also said the top 20 markets 
consist of "metro" and "outside 
areas, of which the latter arc a bonus 
to advertisers who />m the top 20. 
The web iilsn mentioned the favorable 
cost of network tv advertising in the 
top 20. hi the current issue, the 
"third round" ionics up as Tv [R 

refutes VBCs refutation. 



9 JULY 1 ( Xi2 


tends that "regardless of whether the 
top 20 markets contain 55%, 52%, 
or .">()',' of the television homes in 

the I nited States, the fact remains: 
"Almost half of the nighttime pro- 
grams T\ \K cheeked have a serious 


aw a\ Irom the mai 



advertisers need the mosl pressure. 

i \- pointed out in our presentation, 
.'$1 of the 65 nighttime network Bhows 
receive onlj ■ >•">', to !■>', of their 

audience for the top 2(1 markets.) 

"NBC s ow ii anal) sis," the inter- 
office memo continues, "relating to 

metropolitan areas within the top 20 
i\ markets, claim thai these at eas u 

count for 36' < of the l\ home- in 

the i ounti j . I his same tnal) Bis n 
veals that ovei I 3 of the network 
progi ams 1 1'\ out of 65 ' iiti a< I onlj 
2.V , to 3195 of theii national audi- 

TvAR table implies equal' programs see-saw in some markets 

Homes Reach (000) Nov. 1961 

Make Room Loretta 

For Daddy Young 

(NBC) (NBC) 




Audience Variation 

Make Room For Daddy 


Loretta Young 
























+ 45% 




+ 77% 








+ 57% 




+ 73% 












- 40% 




+ 38% 




+ 10% 








+ 40% 




+ 25% 




+ 22% 




+ 19% 

• 27% 

us I.. - 

'ii IB • mber 1961. (Computed from individual market -by- market audience data in AKB'a Television Maikct Summary.) 


9 JULY 1962 


Exclusive: TvAR's 'daytime tilt' chart 


Edge of Nieht 
Young Dr. Malone 
Sei rel Storm 
A* The World Turns 
Brighter Day 

House Party 


Plaj Your Hum li 

Truth Or Consequem i*s 

Da) In Court 

Loretta Young 
Saj When 
Here's Hollywood 
Jan Murray 


Priee Is Right 
\ erdii t Is Yours 
Love of Life 

Make Hoom for Dadd\ 
I Love Lucy 
Video V illage 
Queen For A Day 

Search Por Tomorrow 
Seven Keys 
Guiding I ighl 
\\ ho D.. You Trust 

DERIVING its percentages from ARB's Television Market Summary (November sweep), TvAR 
claims that 28 of 29 daytimers tail to deliver 'top 20' markets audience potential (53%) 

0°. 3 








_ _ 

■ 36 
ib 36 


■ 12 

I 12 

■ 42 






ence in these "inner areas. 

"This points up the sizeable tilt 
that exists even within the narrow 
confines of the 'metro area' where 
there are no coverage differences." 

Hoffman's missive gives short 
shrift to the web's "cost" argument: 
The cost factor is entirely irrelevant 
insofar as tilt is concerned. Its in- 
clusion b\ NBC appears to be noth- 
ing more than an attempt to placate 
advertisers who may have qualms re- 
garding their network buy as a re- 
sult of tilt. 

He then speeds on: In criticizing 
TvAR's coverage factor for the top 
20 television markets (55%). NBC 
uses an "apples vs. oranges" com- 
parison between individual network 
coverage and market coverage. NBC 
points out that its effective coverage 
with these markets is 48%. 

"However," the TvAR veep con- 
tinues, "in the same breath, NBC 
presents the prime reason win such 
a comparison is invalid by stating: 

'No single network has the best sta- 
tion in every market.' Because of 
this, top 20 market coverage cannot 
be equated with coverage provided 
bj an) single network's lineup of 

Hoffman further comments that 
"this NBC statement also provides 
one of the basic reasons why net- 
work advertisers must include spot 
tv in their media plans if their cam- 
paign is to achieve maximum effec- 

He ends his communication to the 
staff by stating, "Our initial state- 
ment which accompanied the release 
of 'Tilt' still applies: 'Network pro- 
grams, when used alone, do not per- 
mit market-regulated advertising 

Turning aside from the NBC bulle- 
tin, Hoffman said that he and Robert 
M. McGredy, TvAR's executive vice 
president, have been traveling exten- 
sively (over 12,000 miles coast-to- 
roast I with the "Tilt" presentation. 

"We have been Tilt-ing," Hoffman 
said, "for the past five months be- 
fore 63 agencies and 33 national ad- 
vertisers. We have shown the Tilt 
presentation to 502 people and have 
distributed over 1.000 copies of the 
Tilt booklet." 

Most of the agencies and advertis- 
ers who have been reached are those 
who "put the bulk of their tv dollars 
into network programs," Hoffman 
said. They include: 

National Biscuit Co.. Quaker Oats. 
S. C. Johnson, Armour. Kaiser In- 
dustries, Kraft. Gulf Oil Co., Alumi- 
num Co. of America. Olin-Mathiesen, 
Carnation Co., and International 

Meanwhile, back at the station rep 
firm while the two execs were on the 
road, the TvAR staff was analyzing 
"the network tv tilt for da\time pro- 
grams in response to queries from 
agencies and advertisers." 

This study (see chart alongside) 
embraces 29 programs, aired from 
9 a.m. to 6 p.m., whose appeal is pri- 
marily adult. 

The measurement of "daytime tilt" 
required examination of each of the 
local ARB reports issued in Novem- 
ber (when ARB conducts its national 
sweep) to derive the market-by-mar- 
ket audiences for each da\time pro- 
gram. This means that the audience 
was totaled for each of the 29 pro- 
grams in each of ARB's 242 markets 
where a program was carried. 

This tabulation gave a national 
audience total for each program. A 
similar total was then derived for 
each of the top 20 markets. Thus 
when the top-20 figure for a program 
is divided by that program's total. 
TvAR is able to list that program's 
percentage of national audience in 
the top 20 markets. 

ParentheticalK . T\ \l\ notes that 
"Since the release of our tilt survey, 
revised county-by-county figures on 
tv ownership have been issued In 
ARB. From these figures, we find that 
the 'top 20" tv markets which pre- 
viously accounted for 55$ of all the 
i\ homes in the countrj now contain 
53' < of these homes." 

From this analysis, TvAR claims 
thai "there is a greater tilt among 
network daytime programs than was 

i Please turn to page 51) 



') JUL* 1962 

NBC's PRESS department is sending these "Personally Yours Attache Kits" to tv newspaper editors and station promotion men in the top 30 
markets. CBS promotion department will mail a styrene container kit with press, promotion, and advertising matter for each progam to each station 

Tv turns to tv to build audience 

^ Fewer dollars in print, more on on-the-air promos 
is the formula the networks will follow this season 

^ Increase in the number of tv stations, rise in set 
ownership, and cost factors are behind recent shift 

I here was a time, as recent as 
three-four years ago. that Labor Dav 
brought a bonanza of tune-in adver- 
tising to the daily newspapers of the 
top 2."i markets. For. earlv in Sep- 
tember, when the new fall program 
schedule came across the video tubes, 
the networks and the local stations 
fought for audiences with display 
space on the t\ listing pages. 

At its peak these insertions cost 
each of the networks as much as $] 
million a year. And the cumulative 
effect was chaos as the insertions 
cancelled each other and confused 
the viewer. 

\\ hat these insertions did do. and 
had been doing since 1910. was 

building the total television audi- 
ence, getting people to buy sets and. 
at the same time, helping to get 
sponsors and get station clearances. 

This year, those million-dollar 
budgets are going into on-the-air pro- 
mos rather than into tune-in adver- 
tising. And into more intensive pro- 
motion and publicity campaigns. 

Not that tune-in advertising will 
disappear this fall. But most of the 
tune-in insertions will be placed by 
affiliates using network co-op adver- 
tising dollars and the network adver- 
tising will be more institutional in 
content and will appear in fewer pa- 
pers in fewer markets. 

As one network executive put it. 

"A network program promo today 
will reach 19-20 million viewers, all 
with a set and each one interested in 
television. And the price is right." 

Or, as another promotion man ex- 
plained. "W hen set ownership reached 
saturation, we were happy to get 
away from the pressure of sponsors 
asking 'What are you going to do for 
m\ program? 5 and crying for tune- 
in insertions." 

And a third network policj makei 
said. "Each year we are in the posi- 
tion of being an advertiser introduc- 
ing 10 or ."><) new products in the hor- 
riblv short time of six to eighl weeks. 
We know all advertising media are 
effective. We found wc can gel more 
rating points for fewer dollar- and 
gel them faster l>v using on-the-air 
program promo-. We u-e newspaper 
advertising but not to build audieri 
We use it to reach special, articulate 
groups ol people who are important 
to the industry 

Obviously, so pregnant a shift in 
promotion emphasis did Dot happen 


9 jily 1962 



FULL PAGE institutional advertising, similar to this NBC insertion, in selected papers and few 
markets replace the big tune-in space that flooded the tv page up to three years ago 

overnight. And a number of devel- 
opments influenced the end result. 

One of these was the increase in 
the number of tv stations. This meant 
more single-network affiliations and 
more competition between affiliates in 
more markets. And more emphasis 
on the need for and value of good 
local station promotion. Thus the 
networks now can and do work with 
and through the advertising, promo- 
linn, and publicit) men of the affili- 
ated station- in most of the 200 mar- 

Vnothei factoi was the 100 or 
more stations owned entirely or in 
pari l>\ newspapers. In most of these 
markets the newspapei and station 

have a time for space swap deal 
similar to the promotion tie-up be- 
tween TV Guide and the individual 
stations. The networks, one of which 
has 53 affiliates that are associated 
with newspapers, could lea\e the local 
scene to the local men and take a 
long, hard look at things. 

And that look, the single most 
significant factor in the change in 
emphasis, showed that it was time to 
wonder about the value of newspaper 
tune-in ads. It showed l\ set owner- 
ship at close to saturation and net- 
work audiences so big as to need in- 
sertions in almost c\ci\ dail\ paper 
if the rating were to he upped. 

One of the first looks was taken in 

1059 bj CBS. Using available infor- 
mation they learned that an average 
program with an average audience of 
9 million homes would increase its 
audience by one-third of a rating 
point; that a "special" show would 
go up by one rating point. Granted 
this was based on the readership of a 
300-line ad in nine newspapers with 
a total circulation of 6 million — it 
was still reason enough for CBS to 
start checking. 

The CBS field test, done in 1960, 
consisted of an expenditure of $250-, 
000 for 200-line insertions in 140 
markets. The result: A greater share 
of the audience increase for NBC! 
\nd NBC did no tune-in advertising! 

The next look came in April 1960 
when DuPont did a test of the effec- 
tiveness of tune-in advertising for its 
Show of the Month series. Accord- 
ing to an article by James C. Beck- 
nell Jr.. of DuPont's advertising re- 
search section, in the Journal of Ad- 
vertising Research for March 1961 : 

"Twenty-one cities were randomly 
assigned to groups receiving normal, 
double and no tune-in advertising for 
a special tv program. Coincidental 
viewing measures indicated that the 
ads had no effect on audience size, 
but may have served to decrease au- 
dience variability." 

Then in 1961 NBC appropriated 
$100,000 to test the effectiveness of 
on-the-air saturation promo cam- 
paigns. With the help of 20 affiliated 
stations who used the promos and 
five different program producers 
who keved their programs to the test. 
NBC saw the experiment deliver a IS 
to 20T increase in share of audience. 

That was followed early in 1962 
bv a full-fledged study of the relative 
value of tune-in ads in newspapers vs 
TV Guide vs on-the-air promos. \- 
NBC explained to its affiliates: 

"The research consisted of a care- 
fullv controlled test market plan in 
which the programs, markets, and 
advertising treatments were sys- 
tematically rotated so that each mar- 
ket and each program recei\ed each 
type of advertising. To insure relia- 
hilit\ the test involved 16 programs. 
20 markets and a sample of 115.000 

coincidental telephone interviews." 
Each medium was analyzed in 

terms of cost-efficiency, i.e.. the cost 
(Please turn to fwige 51) 



9 JULY 1962 

Media people: 

what they are doing 

and saying 



Gerdon Fahland, who was media director at W(K. Los An- 
geles, has l»«"«"ii transferred to the New ^ ork « »f ii «*«*- . . . Rowena 
Pearl lias been appointed media director of Dunay, Hirscfa & 
Lewis, where she'll supervise Emenee toys and others . . . Na- 
tional Export Advertising Service made Klaus \\ erner its 
radio/tv director . . . Boh Lazatera is now a media supervisor 
at D'Arcy, handling IMaid Stamps. Gerber, General Tire, and 

DISCUSSING a presentation made by KELO-TV, Sioux Falls, South Dakota, at a recent 
luncheon in New York, are (l-r) Lawrence Barmatel and Steve Heller of Benton & 
Bowles; and Evans Nord, who is the station's vice president and general manager 

Things you should know about Fuller & Smith & Ross, New York: 
Donald E. Leonard, v. p. and director of media of the New York office, 
which handles .'><> accounts, emphasizes, "Our type of accounts require 
that we use qualitative measurements, not just quantitative. We consider 
audience characteristics and analyze the demands of each client's mar- 
keting objectives." 

The agency has a good working relationship with reps and 
believes in keeping them well informed. Everyone says this, of 
eourse. but F&S&R actually praetiees it. The media department 
frequently has an open house and other affairs to acquaint reps 
with advances in media research and techniques. 

F&S&R also believes in a planned program of education in media for 
personnel. Regularly scheduled sessions are conducted throughout the 

{Please turn to page 44) 

Maybe you haven't seen our news 
paper ads and taxi posters — the 
ones that say "Music to Hug 
Bumpers By" and "Music to Sew 
Buttons on By" and things like 
that, but the idea of them is to 
remind people that WEZE's Won- 
derful World of Music is the 
sort of music everybody enjoys, 
whether they're businessmen or 
housewives, suburbanites or city- 
dwellers, newly-weds or grand- 
parents. Thinking up the headlines 
wasn't hard at all — the trouble 
came when our secretary got car- 
ried away and began submitting 
headlines of her own. 

"How about 'Music to Wave Bye- 
Bye By'," she suggested. 

"Too young," we said. "That'd be 
the toddler group and our audi- 
ence is a bit older. People old 
enough to earn money and spend 
it, that's our listeners." 

"All right, then," she said. "Try 
'Music to Be Inaugurated By.' 
That's older." 

"Too narrow," we pointed out. 
"Only one person can be inaugu- 
rated at a time, but our audience 
is enormous." 

Our secretary isn't a gir| who 
gives up easily, though, and the 
suggestions are still trickling in 
at the rate of one or two a day. 
Only thing that bothers us is that 
now they're mostly along the 
lines of "Music to Bawl Out Your 
Boss By." Do you suppose that 
means something? 


Arthur E. Haley 
General Manager 

PS We can back up all this business 
about how large WEZE's audience is. 
and what a lot of money they have to 
spend, and how much they like to 
spend it. with actual facts and figures 
if you'd like to see them. Just write or 
phone me at WEZE. Statler Office 
Building. Boston. Mass . Liberty 
2-1717. or contact your nearest Robert 
E. Eastman representative. 

SPONSOR • 9 JULY 1962 


and AGAIN 
and AGAIN 


and the 21 County Advertiser Area 

Now in the 

6th YEAR of 



S^\ Represented nationally 
\^7 by Adam Young, Inc. 

Another Station of 

KAKC — Tulsa 


Kansas City 


One of America s 

Fastest Growing Radio Groups 





■ ■ ■ 

are always 


*> > 

found in 


^ j 

of the U.S. 


(Don't be fooled 

N— . -7- 

by the handy, 

<^J < J 


r— >J^ 

r* w 

format. This 

% sO 

directory is 

packed with a 
complete list- 


ing of timebuy- 

^t s*> 

ers and their 


accounts, in 21 

cities which represen 

t 95% of all 

radio/tv spot busines 








555 Fifth A\ 

/enue, N. ' 

r. 17 


(Continued from page 43) 

year for its media people, ranging from estimators thruugh buyers, to 
discuss the reasons for specific media decisions. 

The all-media buying system is used. Says Bernard Rasmus- 
sen, who is associate media director, "We feel that a buyer 
should be experienced in what the ad dollar buys in all areas." 
Among the agency accounts which Rasmussen supervises are 
Alcoa, Borden Chemical, and the National Cotton Council. 

BRAINSTORMING it while getting some fresh air after lunch are (l-r) Roger Morrison, 
assistant buyer on Ford at JWT; Frank Ragsdale, general manager of WTVM, Columbus, 
Ga.; Harold Veltman, head buyer on Ford; and Bud Curran, Adam Young staffer 

They promote from within, wherever possible. Dorothy Shahinian 
began as an estimator and now is executive assistant to Leonard. She is 
in charge of buying on such accounts as Coats & Clark. Commerical 
Solvents, and GENESCO. Frank Delaney, another buyer with years of 
experience, buys on all the Lehn & Fink products. Handing a great range 
of accounts is Donald Srandlin. whose accounts include Alcoa Steam- 
ship and the National Association of Homebuilders. 

Peter Borkovitz, assisted by Howard, works on Amer- 
ican Optical, Cool-Ray, Renault, ami other accounts. Annette 
Young is export media mgr. and supervises the buying on all 
buying done for F&S&R International, which has 72 affiliates in 
79 countries. Heading up a group of six estimators is Lucille 

There is unusual cooperation between media ami the account group at 
F&S&R, and media director Leonard affectionate!} refers to his depart- 
ment as "'a one-stop shopping center for account executives. ^ 



9 jn.v l')()2 


Capsule case histories of successful 
local and regional radio campaigns 


SPONSOR: Patrick Henrj Hotel \(,l.\< ^ ; Direct 

Capsule case history: Herm Reavis' plan to help the Hotel 
Patrick llenrv have better relations with t he local clubs and 

g ps gave WSLS-FM, Roanoke, Va., sales manager a 

handsome across-the-board sale. Reavis approached the 
management with letters from local business and profes- 
sional men in the Roanoke area, indicating they tuned to 
daytime fm. He told the hotel officers that by promoting 
on-premise functions, they could stimulate more attendance, 
and perform a public service. They bought the idea, and 
signed on a run-through of their daily activities listings each 
Monday through Friday between 8:55 a.m. and 9:05 a.m. 
It was a deal, said Reavis, which would make any salesman 
"happ) to be in the fm business." Reavis carried the ho- 
tel's association with WSLS-FM one step further. He con- 
vinced them his station's PBS programs would be a welcome 
addition to their individual room radio system. WSLS-1 M 
-.uiicd increased exposure and a client in one time at bat. 
WSLS-FM, Roanoke, Va. Announcements 


SPONSOR: Lakewood Country Store 

AGENCY: Direct 

Capsule case history: The Lakewood Countrv Store, lo- 
cated in Lakewood ('enter just south of Tacoma. Washing- 
ton, has been in business for over 22 years, and i> just fin- 
ishing its firsl year as a consistent radio advertiser. \ ma- 
jor portion il its budget has been spent with radio station 
K\l(). I aroma. To test the effectiveness of its radio adver 
tising, the stoic ran a campaign during the thre weeks prior 
to Father s Day. concentrating on the hardware and sport 
ing goods departments. KMO was unaware that the cam 
paign was a test. Items advertised included fishing hoots 
compasses, life lites and unusual items. For the three-week 
period, the hardware and sporting goods department- were 
up 130^5 over the same period in 1961. The Saturday he- 
fore Fathers Dav was the best in the store's history. KMO 
was the onlv medium used to promote the department, and 
received full credit for the success of the sale. It subse- 
quently increased its budget on the station. 
KMO, Tacoma Announcements 


SPONSOR: <>m Laundrj and I leanera U.IM ^ D 

Capsule case history: Our Laundry and Cleaners is a me- 
dium sized establishment, ami solicits business From a i 
parativelj wide area in Charlotte. The service operation 
bought participations in WSOC's morning show Foi an I.') 
month period, and achieved very satisfactory results. Said 
David \Y. Allen, manager of the laundrv. "During tin time 
of our radio advertising on WSOC our business ha- been 
verv successful and has shown a remarkable growth. I ac- 
credit much of this success a direct result of your fine pro- 
gram of informing the public of our services, ami also !■• 
your very friendly personable manner of announcing." At 
one point during the laundrv "s association with the station. 
the contract terminated and for six weeks the laundrv busi- 
ness showed a steady decline. Needless to say, the laundry 
-eiviie reserved the schedule quickly. The laundrv considers 
radio advertising to be an integral part of its marketing 
and coordinate its sales efforts with the schedule. 
\\ SOC, Charlotte Partii ipations 


SPONSOR: Armstrong and Thruwaj AGENCY: Direct 

Shopping Center 

Capsule case history: The mobile unit of Armstrong 

Mooring recently stopped in the Thruwav Shopping Cen- 
ter in \\ ilston Sales, N. C. In cooperation with the center. 
the) bought 103 spots (10- and 60-second) on WSJS radio. 
Julia Caudle, of Thruwav. chose WSJS radio a- the majoi 
outlet because she felt that the station had a "better audi- 
ence, and reached further into the northwestern part of the 
state than other media. Her confidence was reconfirmed by 
the results. Pick Hawkins, the Armstrong representative, 
reported: "We had the best showing in the countrv in W ins- 
ton Salem." The results seem even more spectacular when 
it is noted that the unit was in the Thruwav Center on verv 
rail) Mondav and Tuesday, instead of Saturday, which i- 
u-uallv the biggest day. As an added bonus, WSJS radio 
provided the Armstrong unit with a public address system 
of thirtv minutes of continuous plavin^ from the trailer. 
with cut-in commercials provided hv the WSJS radio staff. 
W *>JS. Winston-Salem Announcements 


9 JULY 1962 


(Continued from page 27) 

lis Pageant also was sponsored by 
Kahn's Meats. 

lioth in t\ and radio. Westinghouse 
Broadcasting Co. stations have 
emerged with a batch of honors and 
a stalwart list of sponsors for public 
service shows. On television, The 
American Civil War is currently re- 
running oxer WBC outlets and syndi- 
cated for commercial sale by Trans 
Lux Television Corp. in 108 markets. 
Original sponsors were full, half and 
alternating week, rather than partici- 
pating spots and included General 
Foods. Duke Cigarettes. General Mills. 
Renault-Dauphine and Nationwide In- 
surance. Intertel is for commercial 
sale and all stations to date have sold 
it on a participating spot basis. WBC 
has syndication rights to these hour- 
long tv documentaries. Washington 
Viewpoint, another WBC package, 
has among its national advertisers 
Simoniz, Kent Cigarettes. Procter & 
Gamble and General Foods. 

The WBC Radio public service 
shows which have captured national 
sponsors include Memoirs of the Mov- 
ies, Here's How, Democracy in Amer- 
ica and Peace Corps Plus One. Na- 

tional sponsors buying spot cam- 
paigns on three or more stations 
for these programs include Lipton, 
Clairol, Gillette, Procter & Gamble 
for Dash, Kellogg's Pet Milk. Quaker 
Oats, Alka Seltzer, Standard Oil. 
General Motors, TWA and Andrew 

CBS owned tv stations obtained a 
number of regional sponsors for its 
arra\ of public affairs programs. 
WCBS-TV's (N.Y.) The Invisible 
City was sponsored by F&M Schaefer 
Brewing Co.; Survival on KNXT. 
L.A., by Southern California Stude- 
baker Dealers: / .See Chicago on 
WBBM-TV, Chicago, by Illinois Bell 
Telephone Co. and Captain Kangaroo 
at McCormick Place by Certified Gro- 
cers of Illinois: Foremost Dairies 
sponsored Captain Kangaroo at Rob- 
in Hood Dell over WCAU-TV. Phila- 
delphia, and repeated with Gene Lon- 
don's Wonderful World of Sound. 
I aslv Baking Co. co-sponsored Dead 
End' 1075? over WCAU-TV. Chan- 
nel 10 Reports, a once-a-month com- 
panion piece to CBS Reports, was 
sponsored by Nationwide Insurance. 
KMOX-TV. St. Louis, fashioned an 
impressive series on St. Louis history 
with Vincent Price and Franchot 
Tone as host-narrators which the 

Union Electric Company sponsored. 

Public service programing contin- 
ues to find many sponsors, according 
to Donald J. Quinn, director of na- 
tional sales for RKO General, Inc. 
On WOR-TV. New York, for exam- 
ple, the record is most impressive. 
Space Flight had such national spon- 
sors as M&M Candy. Uncle Ben's Col- 
gate Dental Cream and L&M Ciga- 
rettes; A Time for Living; was spon- 
sored by Dubonett and Alka Seltzer. 
Rheingold backed both Perspective on 
Greatness and Meet the Mets: The 
Other W alls had I ncle Ben's Rice and 
American Chicle Co. An up-to-the- 
minute analysis on Whats With the 
Stock Market had such national ad- 
vertisers as Colgate Fab. American 
Chicle and Minute Maid Orange 
Juice. Volkswagen sponsored Per- 
spective on Greatness over WXAC- 
TV, Boston. 

No account of present-da v public 
service programing under commercial 
auspices would be complete without a 
report on what is currently happen- 
ing to Television Affiliates Corp. 
(TAG I. subsidiary of Trans-Lux 
Corp. TAC is a clearing house for 
locally-produced public affairs pro- 

Robert Weisberg. \ice president of 

the Key to the 

FOOD SALES '243,581,000 



'177,033,000 ?oJt H h 

AUTOMOTIVE SALES ^203,955,000! 


WJTV 12 katz»WLBT 3hollingbery 


sponsor • 9 jri.v L962 

TAC, told sponsob last week that 
Liggett & Myers is using I -' TAC pro- 
grams in Los \ 1 1 iz « ■ 1 « ' ^ and lliat Kim- 
brough Phillips Real Estate has 
bought a series of six I ^C shows 
over the Facilities of WLAC-TV, 
Nashville. Both Philhp Morris Tobac- 
co C<>. and Kimberly-Clark are spon- 
soring TAC features ovei WTCN-TV, 
Minneapolis-St. Paul. 

In addition. I'mf-Co Lawn Sprin- 
kling Co. has been a sponsor ol I \C 
programing in San Diego and Chev- 
rolet Dealers have sponsored the pro- 
grams in Rapid City, South Dakota. 
In Weisberg's opinion, "the tail has 
begun to wag the dog with regard to 
public sen ice shows." 

TAC, which has been functioning 
Mm i- last Januarj and has 50 mem- 
bers and more than 150 programs in 
its library, is planning a two-da} 
meeting in Chicago on 20 and 21, 
August, to diseus- various aspects of 
public service programing, among 
them the all-important subject of 
sponsorship on the local level h\ na- 
tional clients. 

No matter where one turns in the 
broadcast sphere, one finds heart- 
warming examples of numerous spon- 
sors for public affairs shows. Plucked 
from a long list of such examples is 
\\ I! \I- 1 \ . Baltimore which won the 
Lasker Ward for The Dark Comer. 
This program was sponsored on its 
original run In Read's Drug Stores 
and on its repeat b) Handler Cream- 
er) Co. Moreover, the entire Per- 
spective of Our Times series is spon- 
sored In Reads Drug Stores. The 
station's Flection Night Coverage was 
sponsored by the Maryland Savings 
and Loan League. Don Peacock, di- 
rector of advertising and promotion 
for W B \F- r\ . said this w as a unique 
bu) since the savings and loan insti- 
tutions were prime targets during the 
election campaign. \t KTVT. San 
Francisco. Gateway Chevrolet spon- 
sored \aiajo. film documentary, and 
Puttie Ice Cream and Cheeses spon- 
sored the station's live coverage of 
Little League Championships. Mo- 
hawk Airlines was a co-sponsor of a 
program of performing arts from the 
Munson-W illiams Proctor Institute 
over WKTV, Utica. Regional dairies, 
it appears, are particular!) suscepti- 
ble to public service programs. Typi- 
cal is Midler's Pinehurst which spon- 
sor- Space Patrol oxer WREX-TV, 
Rockford, a series in behalf of school 
safetv patrol. 

( BS-owned radio stations also pos- 
sess a numbei ol public sei \ ice pro- 
grams with an abundance of partici- 
pating advertisers on them. \\ I.I.I. 
Boston, offers Sounding Hoard with 
Dave Aspirin; WCBS, N.Y. has 
Opinion Please and it- participating 
advertisers include Piels Beer, Bal 
lantine Beer, Castro, Canada Dry, 
Rheingold Beei and Greatei New 
York Racing; K.W. Los Vngeles, has 
Purolator on The Communist Chal- 
lenge, 1st. Mayor YorV) and Ques- 
tion Please and Kent Cigarettes, Duffs 

Molt Figure Control and Labco an- 
on Opinion Please} KCBS, San Fran- 
cisco, has Bayer Aspirin, Wonder 
Bread. Best Food Mayonnaise and 
Listerine on such programs as Isk 
the Dot tor. Isk the Clerg\ and Ask 

the Lawyer. \t KMO\. St. Louis, 
similar programs have such partici- 
pating advertisers as Falstaff Beer 
anil Monk- Bread. 

Uso, there are glittering examples 
of sponsored public service features 
on the Metromedia stations. WNEW- 
T\ . New York, is particularly out- 
standing in this field of accomplish- 
ments with such programs as Festival 
of Performing Arts (Standard Oil, 
N.J.), An Age of Kings (Standard 
Oil N.J.i. Biography of a Rookie 
(F&M Schaefer Brewing!. Bullfight 
(Mennen) and Servous Tension (Up- 
john I . 

Other Metromedia stations which 
have racked up a handsome arrav of 
sponsors for public service programs 
are \\T\I\ Decatur; KOVR-TV. 
Stockton -Sacramento: W'TTG-TY. 

Washington and \\ I \ II Peoria 

< )ne ol the In -i i" re nize the 

commercial potential of local public 
set \ [< '• -how- u.i- ( rown Stations. 
Otto Brandt, v. p. ol Crown Stations 
said, "Results produced b) documen 
i. ii ies are the most elegant pi oof of 
tv - effectiveness. I he) . in tui n, doc- 
umented that tv has greatei impa< i 
than an) othei medium. Happily, 
advertisers .in- becoming appreciative 
of this development. 

Another development on the pub- 
lic sen ice front, this time in relation 
to ladio. i- the tendenc) of some 
large advertisers to sponsoi public 
-ervice broadcasts in area- related to 
theii business. Wells II. Barnett, -t.i 
lion operations manager, John Blair 
& Co., told sponsor that this, of 
course, has been done for manv vears 
in radio by farm advertisers. How- 
ever, in recent times, the General 
Mold- \i i eptance Corp. has spon- 
sored traffic and road condition an- 
nouncements over weekends during 
the summer. More recentlv. Faster n 
\irlines has established F lit e-F acts 
which present in capsule form. L9 
times a dav. on the hour, a report on 
Might conditions for the area. There 
is a three-wa) benefit from this kind 

of use of radio. Barnett said. 

\mong other things. Barnett ob- 
served, this approach is an imagina- 
tive and creative use of the radio me- 
dium and presumably with the exam- 
ples set by these two companies, other 
advertisers will search for ways to 
identif) themselves with public serv- 
ice related to their business. ^ 


The Bowery Boys 



SPONSOR • 9 JULY 1962 



[Continued from page 29) 

There'll be comedy, discussion, a 
loose, informal show, with plenty of 
horsing around." 

The comedian is insistent that 
many commercials would prove far 
more effective and with infinitely 
more sales points scoring if there 
were less "haranguing and shouting. 
These irritant factors drive me nuts," 
he sighed. 

He alluded to one toothpaste com- 
mercial and implied that if he was to 
see those "kids once more" with their 
"certain percent less cavity" pitches, 
it would also drive him nuts. "Yet, 
don't get me wrong," he said earnest- 
Is . "I buy this toothpaste. It's a good 
toothpaste, but the way they do that 
commercial — that's what gets me 

lloW ||." 

Among the commercials presently 
on the airlanes that go over big with 
Carson are a Chiffon liquid detergent 
made by Armour out of the Young 
& Rubicam shop and a number of 
Johnson & Johnson baby product 
pitches emanating from the Foote, 
Cone & Belding agency. 

"Real clever, those Chiffon com- 
mercials." Carson exclaimed. "And 
there's excellent good taste in the 
J&J commercials dealing with their 
bah) products." Time and again, 
Carson paid tribute to Stan Freberg 
of Freberg Ltd. in Hollywood and 
the skill with which the man creates 
his commercials, notably the Chun 
King Corp. ones of recent origin. 

In a philosophical mood, Carson 
noted that many commercials today 
are based on sex and romance and 
the social acceptance theory, particu- 
larly in the soaps, cosmetics and 
cigarette copy. 

"If you want to be loved, you 
must use a certain brand soap," he 
ol served. "And there is implied sex 
in some of our cigarette commer- 
cials today. Why, you even get the 
sex and romance angles in cosmetic 
cDiiimercials for grey hair. The wom- 
an is cheered with the news that 
'Your husband will feel younger, 
too,' when the lady used the grey 
hair product." 

Another commercials which upsets 
I ii -i hi immeasurably is the one dis- 
playing the inner workings of the 
human body. "I get so tired of the 
ili ip-di ip nl stomach acid.' 

"People get confused with all the 
claims and counterclaims they hear 
on the air," he said. And he was in- 
sistent that television was no place to 
sell relief for the sufferer of hemor- 
rhoids. "Tv is no place for this kind 
of stuff," he repeated. 

"I would like to see less advertis- 
ing on television," he said. "But you 
can't dismiss advertising. Television 
exists on it and it does one terrific 
job in this country. I'm not one of 
those chic guys knocking television. 
There's a lot of junk on the air but 
there's also a lot of wonderful stuff 
for the people. There's a lot of junk 
in newspapers, magazines and the 
movies. There's rape, lurid details 
in the newspapers but on the edi- 
torial page they attack tv. I'm not 
against newspapers, either, but I think 
this is unfair." 

In the not-too distant future, Car- 
son also hopes to come across a soap 
commercial which will sound believ- 
able. The copy will most likely, say: 

"This soap is not going to get you 
a girl friend, nor a boy friend. But 
it will get you prettv clean!" 

Carson was positive that such a 
commercial would go over big. "It 
is the kind of commercial that should 
sell a lot of soap," he maintained. 
"I'm sure it will." 

The comedian did not object to 
doing his own commercials on the 
air but in the case of The Tonight 
Show, starring Johnny Carson, he'll 
do the lead-ins. "If you work in 
television as a star, you must do en- 
dorsements," he said. He also noted 
that he's had few arguments with 
sponsors over the copy handed him 
In most instances it was nowhere as 
"unrealistic" as some of the commer- 
cials he's heard on other programs. 

Carson spoke affectionately of sev- 
eral famous radio/tv salesmen of to- 
day and yesterday. He singled out 
Arthur Godfrey as one of the great- 
est on the air. "Moreover, Godfrey 
is one of the few figures on the air- 
lanes who has such fun with the 
copy," he said. Another fine spokes- 
men for American products is Don 
Wilson. "The fellow has a fine voice," 
Carson said. Then there's I lain Von 
/i II. "He was a great announcer and 
salesman in his day," Carson re- 
called. He also describes Ken Car- 
penter a- a particular^ outstanding 
exponent of the commercial sales 

"Some of today's announcers are 
too slick, too smooth." Carson said. 
"They are so studied in their casual- 
ties. In fact, they are so smooth they 
don't sound like normal human beings 

As an old hand at announcing, per- 
forming and writing commercials, 
Carson appears more than eminently 
qualified to pass judgment on other 
announcers and writers of commer- 
cials. For one, he was one of the 
best writers in Lincoln, Nebraska, 
where he worked for KFAB. He did 
nearly everything but pick up ciga- 
rette butts at the station. He was a 
staff announcer; worked with a cow- 
boy act slugged The Radio Rangers, 
conducted a children's amateur hour 
and wrote commercial copy. Among 
his writing assignments were prose 
epics in praise of Rosedale Monu- 
ments, a highly regarded Nebraskan 
tombstone maker. 

Carson's first network video pro- 
gram. The Johnny Carson Show 
started in the summer of 1955 and 
ran to 1957. He then switched to the 
East Coast with "Who Do You 
Trust?" on ABC TV and since then 
he's made numerous appearances on 
other programs as a panelist, stand- 
up comedian, and dramatic actor. In 
addition, he made a number of ap- 
pearances on The Jack Paar Shoiv 
as substitute host, an experience that 
will stand him in good stead when 
he marches in as permanent host of 
NBC TV's glittering late-night attrac- 
tion. ^ 


(Continued from page 31 i 

ard of the presentation of the pro- 
gram preceding our sign-off. It was 
this which dictated our treatment of 
the United Nations, the Lincoln 
Memorial, the Constitution, and In- 
dependence Hall. 

It was in this same frame of mind 
that we decided to devote the entire 
three commercial minutes to such a 
message in the concluding episode of 
the set ies. 

All of these points were debatable 
at the time and under the circum 
stances and in varying degree. The 
big question, of course, was not so 
much the integrity of our intent, or 
the desirability of our objectives, of 
the validity of our assumptions. I he 
one thing which did concern us and 



9 ii w 1062 

which was verj Berioua indeed: We 

wanted no accolade for "an artistic 
triumph but a failure at the l><>\ 

Our relief, therefore, was \er\ 
considerable indeed and quite 
chastening when we began to re- 
ceive a large number of unsolicited 

letters of approval. Three things in- 
terested us great!) about these. I he 
fact that the) represented people 

from all walks of life (sophisticated 
letters of two and three pages ol 
typed script and short ones with a 
Btubb) pencil <>n ruled paper); the 
fact that the) came from all parts of 
the country; and. finally, the fact 
that the great majorit) of these de- 
voted about equal space to apprecia- 
tion (d the series as such, and for 
the -tvle and method of our commer- 
cial treatment. \s to the latter, the 
intrinsic interest of the commercials 
were frequentl) mentioned; also the 
fact that the intelligence of the audi- 
ence was not insulted. 

Vgainst the background of this ex- 
perience, we undertook next to en- 
gage in an advertising schedule of 
program-embedded spot commercial 
participation in a wide range of 
show- on prime time. Here, we were 
aware of certain new risks. The 
shows were, obviously, of a different 
tone and quality from the magestic 
Churchill series, and — being on 
prime time — they were obviously in- 
tended to reach a far more massive 

Two questions came up. therefore. 
Were we entitled to believe that the 
same type of commercial would fit 
equally well in these new and differ- 
ent kinds of programs? And would 
we be entitled to believe that the 
kind of people who would listen to 
such different types of programs 
would spark also and to the same ex- 
tent to these same standards of com- 
mercial presentation? 

Our answer to both questions was 
"Yes." Responding otherwise would 
have involved walking awav from all 
of the considerations as to our com- 
pany, its product and our convic- 
tions about the qualitv of the Amer- 
ican public, whatever their station 
in life and whatever their presumed 
listening and viewing interest might 

Hence, our commercial treatment 
would continue — limited only by our 
imagination and resourcefulness — to 

he <i| the Bame kind, consistent with 
the same standards, out of the be- 
lief that this is the wav to go. 

Finally, of course, came the box 

office. Do we think this viewpoint 
WOrks lor US? Here again. I think 
that on the record and to dale the 
answer must he "^ es. It i- a fact 

that \letiecal. product and concept, 
continues in he the predominant 

product in the held it was privileged 
to pioneer. 

I dn think, however, that one ccin- 

clusion prett) much stands out. which 

is this: The question is imt -ii much 
literate stvle and how well it works 
vs hard-talk and its relation to the 
hard-sell: il is not so much artistic 
use of visuals vs memorable repeti- 
linn that lingers in the subconscious; 
it is not qualitv of presentation v- 
the hard-hitting pitch. We are not as 
television advertisers confronted with 
a choice of this set of opposites. 

It is, in short, quite possible to 
have something that is literate, ar- 
tistic and of high quality which can 
go over exactly like a lead balloon. 
This does not prove that the public 
i- allergic to these criteria. If this 
happens land it always could I , it 

simpl) means thai the job was not 

well dime it was not brought "11 
and the public is the firsl in know. 
( tin- mav desire i" he respei ted foi 
standards of this kind ; but hi- i- -till 
obligated in use them in a wa) that 
attracts attention, engage- interest, 
Btates the proposil inn. ami i loses the 


Our thinking at this Btage Is one 
of both reliei and satisfaction that 
there are those w ho appi ove ol what 
we have done and the wav we have 
set a hnii t doing it. ITiis grows out "I 
i hi i realization that w Idle it i- 1 1 ue 
that commercialism has to he recon- 
ciled with integrit) and good taste 
the degree of the success with which 
this is done is something one nevei 
knows until the chips are down and 
the returns are in. ^ 


[Continued !i<>m page 35) 

go into here, hut in the main it was 
because fm development would ad- 
versely affect their profits — or equal- 
i/e the opportunity of their competi- 
tors in the market (dace. Hut fm did 




80% of Detroit's FM Audience 

lll!lll!l!l!lll!lll!ll!lllllll!ll!lllllfllll!U^ II Elllllill Illllllllllllll ' 

Full Range FM Stereo 


165,000 Watts 
Established 14 Years 


«) .it i.y 1962 



New York's 


independent FM 

station appealing 

to the 


tastes of modern 

young adults. 




the listening gem of FM" 
1051 MC New York 

not die on the vine. It has had some 
setbacks and close calls but it has 
survived like a cat with nine lives. 
It has survived because it is too good 
a thing to kill off." 

Bartley also issued a warning: 
"Whether the world continues to beat 
a path to the door of fm stereo de- 
pends largely, I believe, on whether 
its quality is maintained. Remem- 
ber, in fm stereo, the quality's the 
thing. It is the very foundation of 
the medium. But. if qualitv is sac- 
rificed for economic expediency, it 
has lost its birthright." 

Illustrative of how equipment man- 
ufacturers themselves are working 
with stations to promote the new 
sound is the dealer-oriented commer- 
cial schedule of Harman-Kardon. 
Inc., high fidelity component manu- 
facturer, on KMLA, Los Angeles. 
With a series of Stereo Award Show- 
case programs Monday through Fri- 
day, 7-8 p.m.. Harman-Kardon be- 
lieves it is killing two birds with one 
stone. "The programs offer the lis- 
tener a superior source of fm stereo 
programing," says Murray Rosen- 
berg, the company's vice president in 
charge of sales. "At the same time, 
they provide the dealer with the op- 
portunity of demonstrating fm stereo 
during evening hours, so his mer- 
chandise can be sold with assurance." 
Participating Harman-Kardon deal- 
ers are given a predominant role in 
the advertising messages during the 
course of the programs. 

Other encouraging signs along the 
fm front this summer: 

1. The FCC campaign to shift po- 
tential radio station operators from 
am to fm, disclosed in May, is meet- 
ing less resistance than industry ob- 
servers originally predicted. In ex- 
planation of its partial freeze on new 
station grants in the overcrowded 
am band, the Commission asked am 
license appliers to "give considera- 
tion to the greater coverage possibili- 
ties, both da\ and night, in the fm 

2. Fxpansion of the Q\R network 
aiming for 50 stations b\ the end 

n| L962, LOO b\ the end of L963— is 
gaining considerable momentum. 
QXR plans also to create a nation- 
wide spot sales organization, KM 
Spot Sales Inc.. as well as develop 

both new programing and new engi- 
neering and technical standards for 
stereo transmission. \nother net- 

work. Heritage Music, Inc., has a list 
of more than 40 fm stations. There 
is also talk in the fm community of 
\et a third, and even a fourth, na- 
tional network. 

3. Buoyed by the MPI-QXR and 
Pulse projects, fm broadcasters see 
another shot-in-the-arm in a new 
MPI research project now in the 
works, which proposes to find the re- 
lationship between consumer media 
usage and brand buying decisions, a 
project described by QXR officials as 
the first comparative media study 
ever to contain fm data. 

4. Sales of fm sets are indicative 
of mounting public interest. Rising 
from 1,000.000 in 1959 to 2.500.000 
last year, latest estimates place the 
current output of factories at nearly 
100.000 per month. A survey com- 
pleted recently for KPFM. Portland. 
Ore., shows that 38 out of every 100 
households in the Greater Portland 
area alone now own fm sets. This is 
equivalent to 93.980 families, an in- 
crease of 30' { during the past 18 

5. The rise not only in fm con- 
sumer magazines (Playback FM 
Guide, FM Listening, etc.), but in 
attention being focused on the me- 
dium bv such mass-circulation peri- 
odicals as Time, Newsw-eek, Life, 
etc., has helped make the fm broad- 
caster's promotion job easier. 

Perhaps closest of all to the fitter's 
heart is the appraisal given it in the 
12 May issue of Saturday Review: 

"The reason for fm's increasing 
success is that owners and adver- 
tisers have discovered it is not neces- 
sary to starve with quality broadcast- 
ing, and that money. ma\ be a lot of 
it. lies buried in the fm hills. It has 
even been surmised that some people 
who live in small towns and cities 
have the same \ earning for qualitv 
on-the-air as do people in large cities. 
... In another five years or so. the 
nation will be blanketed with fm net- 
works and independent stations, and 
the qualitv audience in ever) area 
will be tapped. ^ 


{Continued from /wge 38' 

ing sort of a world series atmosphere. 
\\ e've even turned the cameras 
around on ourselves to show the au- 
dience how we go about coveting a 



<> .it t.v 1962 

I'his year's production highlight 
was the establishment of T\ Tourna- 
ment Central, which brought the 
Bportscasters from behind the cam- 
eras and to a desk backed bj moni- 
tors and clocks. This device served 
to convej the impression of major 
sports coverage, and to highlight the 
Bportscasters as tv journalists. 

The remote crew required for tour- 
nament televising numbers 36 at full 
operating strength, and breaks down 
this wav : four producers, five assist- 
ant producers: three sportscasters, 
an engineering supervisor, two tech- 
nical directors, 15 engineers, three 
floor managers, two stagehands, a 
director, and an associate director. 

In spite of the production intrica- 
cies and the overall administration 
of the annual event, Illinois Bell and 
N. W. Ayer feel that the project is 
exceptionally worthwhile for the 
company's special public utilitv ad- 
vertising needs, and it's one the] 
hope to continue for a long time. Of 
the venture. William Stern says: 'W e 
believe that even if the tournament 
telecasts contained no commercials at 
all. there would still be a great deal 
of sponsor identification impact and 
much good will generated for Illi- 
nois Bell." ^ 


^Continued from page 40) 

the case among nighttime shows.'" 

The station rep firm explains that 
'"of the 29 programs analyzed, 28 
fail to deliver 53% of their audience 
in the 'top 20* tv markets. I The one 
exception Who Do You Trust? paral- 
lels the tv population, with a 53% 
score, because of a relatively short 
station lineup. It was only aired in 
100 ARB-measured markets, i " 

Furthermore. TvAR claims. "21 of 
the 29 programs receive onlv 36% to 
!■•")'< of their audience in the "top 20' 
markets. This means that 72', of the 
daytime programs we checked have 
a serious tilt I falling in the IV,' or 
lower category). This compares with 
b'l' , of the nighttime programs meas- 
ured in the initial tilt stud) where the 
audience in the 'top 2(1' market- 
ranged from 35' < to 45' I ." 

To more clearly illustrate its argu- 
ment that there are uneven and un- 
predictable variations in local audi- 
ences from market to market. TvAR 

pairs oil two \B(! daytimers, Hake 

Room for Daddy and l.orrtta ) OtMg, 
in which the total national audience 

for each is almost equal (based on a 

suininarv of all local ABB reports). 

"The audience, Tv \B point- out, 
"for these two programs which are 

aired within a two-hour period on 
the same network, varied bv 25' I 01 
more in 12 of the top 20 markets. 

"For example, Hake Room for 
Dadih had a 2-to-l audience advan- 
tage over Loretta Young in Balti- 
more, but wa- •">!!'<' lower in Los 

Leaning forward toward his desk. 
I {oilman put all his papers and charts 
into one pile and summed up: 

"These typical niarket-bv -market 
variations underscore what we've 
been saying all along — there is a 
Strong need for spot tv on the part 
of network users. \\ ith -pot tv, an 
advertiser can correct for the 'hit or 
miss characteristics of network tv 
and strengthen his advertising pi' - 
sure in the markets where he needs 
it most." ^ 


i Continued from page 42 I 

of adding a given amount of extra 
audience. The results showed that tv 
itself was by far the most efficient 
tune-in medium. Of the print media, 
Tl Guide was the more efficient but 
its cost-per-1.000 of added audience 
was several times higher than tv it- 

self . and adding audiem e tin ough 
newspapers was almost three times as 
costl) a- / / Guide. 

( )bv iouslj evei v one < on< erned re- 
alized that this evaluation applied 

onlv to national circulations, I osts, 
and audience-: that it wa- not ap- 
plicable to individual local market 
situations and conditions. But it was 
the final factor in moving all three 
network- into greatei use "f on-the- 
air promo- and a cutback in their 
newspapei advertising foi addi 

v jewels. 

NBC this year will be in print with 

big -pace in fewer papers and onlv 
the most major market-. But the copj 
i- institutional, not tune-in. The big 

promo push is in on-the-ah where $1 

million will be spent to provide the 
film or tape promo footage to fill the 
300 promo availabilities each week. 

In addition to the advertising ami 
promo announcements, which come 
under the aegis of John Porter, 
NBC's director of advertising, that 
network has a plu- in the operation 
id its promotional services depart- 
ment, headed by vice president \lex- 
ander S. Rylander. 

Ibis unit, unique among the net- 
works, puts the razzle-dazzle of ex- 
ploitation and press agentry into 
the vear-round battle for a biggei 
share of the audience. 

Promotional services, for example, 
developed the use of an audio promo- 
over tin- credit crawl at the end of 
each network program. Since affiliates 
i Please turn to page 63 I 

348,000,000 PEOPLE PAID TO SEE 

the Bowery Boys 




9 JUL* 1962 





WBC's Steve Allen 

(Continued from Sponsor Week) 

I, Indianapolis; KRNT, Des Moines; 
KATU, Portland, Ore.; WGAN-TV, 
Portland, Me.; WNHC-TV, New 
Haven; KOLO-TV, Reno; KOOL-TV, 
Phoenix; KOLD-TV, Tucson; WTVN- 

TV, Columbus, 0.; and WHYN-TV, 
Springfield, Mass. 

All but two of the stations have 
signed for 39 weeks firm. Two thirds 
play programs on the very same 
night and the remainder play shows 
a week later. WBC's commitment 
to the show is for 2'/2 years. 

Schick, via the manufacture of two 
new products, is taking its first di- 
versification step since its formation 
in 1930. 

Added to the line of electric 
shavers will be a portable hair dryer 
and an electric shoe polisher. 

These products, plus new twin 
electric shavers for men and a new 
shaver for ladies will be supported 
by a 6-month multi-million dollar ad- 
vertising, merchandising and promo- 
tion campaign which includes net- 
work and spot tv. 

Spot tv will continue to be a bene- 

radio said thank-you to staffers with 14 carat 
gold lapel pins and charm bracelets, proud- 
ly worn by Phyllis Davis and Charles Noell 

PURGE of unsightly political posters taclced on trees, poles, signs, etc. was goal of WAPI, 
Birmingham clean-up campaign. Listeners delivering posters rewarded with S&H Green Stamps 

GOSPEL FAVORITES, show originated on 
WFBC-TV, Greenville and now syndicated, 
won host Bob Poole (I) an award presented 
by South Carolina Gov. Ernest F. Hollings 



') ,ii i.v L962 

ficiary of the Pan-American Coffee 
Bureau business. 

The Bureau, which poured $1,- 
340,000 into the medium last year, 
has voted to continue its aggressive 
campaign to boost coffee consump- 
tion in this country. Advertising 
budgets will be kept at approxi- 
mately the same levels as in 1961. 

Campaigns: Ideal Toy's ITC division 
will make the largest expenditure 
ever for a single toy product in the 
New York area for its model electric 
roadways. Included in the campaign 
are four 90-minute tv specials on 
WCBS-TV between 4 November and 
16 December. Agency is Smith' 

Greenland . . . Thousands of shiny 
silver dollars will be mailed to house- 
wives this summer in a "Silver Dollar 
Payoff" to promote Sta-Flo liquid 
starch, Sta-Puf laundry rinse and 
Sta-Flo spray starch by the A. E. 
Staley Manufacturing Co. CBS Ra- 
dio and TV will be used to promote 
the products . . . H. J. Heinz is run- 
ning the strongest advertising pro- 
gram for ketchup products in its his- 
tory. It extends through 31 August 
and includes 24 minutes in NBC TV 
daytimers via Maxon Detroit. 

Milam to general advertising man- 
ager, biscuit division of National 

Biscuit . . . Benjamin C. Carroll to 
assistant advertising manager at 
Aerosol Corp. of America . . . John J. 
Coady to director of marketing at 
Mars, Inc. 


The formation of a new west coast 
agency to handle the Y&R-resigned 
Union Oil account has been con- 
firmed after three months of specu- 

As was reported here 9 April (page 
49). when Y&R dropped the $3 mil- 
lion Union business because of a 
Gulf Oil extension to the west coast 
which created a product conflict, it 

CHANGING OF THE GAVEL takes place in St. Louis as Robert 
Hyland (r), CBS Radio v. p. and KMOX, gen. mgr. takes over as pres- 
ident of the city's 800-member Advertising Club from retiring pres. 
John Lamoureux. Hyland heads the advertising group until 1963 

PLACARDS PARADED through downtown Omaha on peak shopping 
nights of June carried by 40 beautiful girls proclaiming KMEO's 40th 
anniversary. Gen. mgr. Jay Spurgeon (in long pants) gives route 

BULLISH OUTLOOK for Metromedia, owners and operators of 10 
stations, which was recently listed on the New York Stock Exchange. 
Flanking Exchange pres. G. Keith Funston are Metromedia pres. and 
chmn. John W. Kluge (I) and specialist Francis G. Lauro 


t- «JJi§u, .ifiL :- 








^fc 8 


IBM ^ 











BmI ^^^H 





1 ,;^=— -^B 

\ 1 

1 m 

APPOINTMENT of H-R Television as rep for new station in Tampa- 
St. Petersburg, WTSP-TV, signed by (l-r) Farris Rahall (WTSP-TV. 
Inc.); Frank Pellegrin. H-R exec. v. p.; Joe Rahall, of stn. management; 
Dwight Reed, H-R v. p.; Sam Rahall, pres. of new station management 


«J .11 LY 1 ( )(,2 


was rumored, but denied by the ad- 
vertiser, that top executives from 
Y&R Los Angeles would set up their 
own agency to handle the account. 

The new firm is Smock. Debnam 
(cq) & Waddell and principals are 
Jack W. Smock, Robert G. Debnam 
and Paul R. Waddell. Nineteen more 
former Y&R employees, all previously 
assigned to the Union account, are 
involved in the new agency. 

Amicable note: as a result of a 
motion by Y&R, the 4A's has voted 
to consider the new agency a split- 
off from Y&R and thus eligible for 
membership immediately. 

Another Y&R alumnus has gone into 
the agency business on his own, this 
time in concert with a McCann- 
Marschalk executive. 

A. 0. Buckingham, who retired 1 
July as senior vice president of 
Y&R and W. J. McKeachie. ex-presi- 
dent of Mc-M have formed Adjunct- 
to-Management. Inc. a firm designed 
to help American companies evalu- 
ate and develope their profit op- 
portunities abroad. 

Campbell-Ewald Detroit has a new 
system for screening tv commercials 
and shows. 

It's a tv control center which in- 
cludes a video camera chain oper- 
ating in conjunction with three pro- 
jectors and monitors in four agency 

conference rooms and several execu- 
tive offices in the General Motors 
and Argonaut buildings. 

Another feature of the system: a 
coaxial cable link with WJBK-TV 
which permits playing of video tapes 
from the station's videotape ma- 
chines directly in the agency moni- 

Appointments: American Cyanamid 
($2.5 million) to Dancer-Fitzgerald- 
Sample from Erwin Wasey, R&R . . . 
The Island Finance Corp. to Robert 
Otto . . . The Columbus Parts Corp. 
to The Jaqua Company . . . Magnavox 
to K&E for its tv and radio receivers 
and high fidelity stereo products and 
to Ellington & Co. for its electric 
organ. The Biddle Co. retains indus- 
trial products . . . The Florida Citrus 
Commission to Campbell-Ewald De- 
troit for grapefruit advertising ($1 
million). Benton & Bowles retains 
orange advertising ($3 million) . . . 
James G. Gill Co., Coffee Roasters, to 
McCurry, Henderson, Enright, Nor- 
folk from Cargill, Wilson & Acree. 
Richmond . . . Citroen Electronics, 
Los Angeles tape recorder manufac- 
turer to Adams & Keyes . . . Capitol 
Car Distributors Ltd. to Doyle Dane 

Merger: Dreves-Arendt & Associates 
and Holland Advertising of Omaha, 
with combined billings of $1,250,000. 


The Bowerf Boys 




TELEVISION CORP., 165 WEST 46th ST., N. Y. C. 46, N. Y., PLAZA 7-8530 

New name is Holland, Dreves, Arendt 
& Poff. 

New name: Ross Roy— B.S.F. & D. 
has become just plain Ross Roy and 
the Detroit-New York agency has 
moved its New York office to 500 
Fifth Avenue. Another new develop- 
ment for Ross Roy: the addition of 
the Chemical Materials Department 
of General Electric to its account 

New quarters: Hutchins Advertising 
and its Hanford & Greenfield divi- 
sion are in new offices at 1000 Mid- 
town Tower, Rochester, New York. 
Telephone number is HA 6-1160 . . . 
Concluding 34 years of operation in 
one location, Klau-Van Pietersom- 
Dunlop, Wisconsin, has moved to the 
new Milwaukee address of the Ma- 
rine Plaza. 

New v.p.'s: J. Lewis Ames at Kudner 
. . . Larry Semon at Compton, Chi- 
cago . . . Benjamin J. Green at Geyer, 
Morey, Ballard for the food and gro- 
cery division of the agency's western 
division . . . Tom E. Harder at K&E 
. . . Don Moone at SSC&B in charge 
of the marketing department . . . 
Charles H. Felt and Bruce Unwin at 
MacManus, John & Adams . . .Gordon 
Hull at Compton. 

O'Rourke to account executive at 
F&S&R Los Angeles . . . Richard Pell 
to account executive on the Bulova 
account at SSC&B . . . Laurence A. 
Price to the public relations depart- 
ment of Ayer, New York . . . George 
M. Cornwall to account representa- 
tive at Ayer, Chicago . . . John E. 
Deserable to the plans department 
of Ayer . . . Richard Eskilson to copy 
chief at MacManus, John & Adams 
New York . . . Martin Vogelfanger to 
research project supervisor at K&E 
. . . Russell G. Brown to MacManus, 
John & Adams New York office as di- 
rector of marketing services . . . 
Robert L. Thalhofer to account ex- 
ecutive at K&E . . . Harold E. DeMun 
to associate media director for 
F&S&R, Cleveland . . . Al Gary to 
manager of K&E Los Angeles, 
i Please turn /<> jhi^c 59) 



'• jul? L962 

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


9 JULY 1962 Delay in reappointment of FCC Commissioner John Cross to another term, or 

copyright 1962 an appointment of a successor is being interpreted as a very bad sign for Cross. 

sponsor As July began and the Cross term officially ended, it was felt that if the decision had 

publications inc. been for reappointment it would already have been announced. Under a change of law at 

the time Commissioner Robert E. Lee was up for and secured reappointment, a Commission- 
er may serve beyond the end of his term until his successor is duly named, con- 
firmed and sworn in. 

Even before the change in the law, there had been delays in naming new commissioners, 
but the commission was then shorthanded for varying periods while the new commissioner was 
being qualified. 

Probably the most significant aspect of the current situation is that it reflects without 
question FCC Chairman Newton Minow's strong "in" at the White House. Cross 
had the unqualified backing of the entire Arkansas Congressional delegation, including pow- 
erful Oren Harris, Democrat, who heads the House Commerce Committee. 

Cross is for "soft" regulation, Harris for "hard." Alternate possibility for the seat, 
FCC broadcast bureau chief Kenneth Cox, would be in the Minow corner more 
emphatically than any present commissioner. It had been believed that Cross would 
be reappointed in the interest of good relations with Congress and that Cox would get the 
T. A. M. Craven seat next year. The announcement delay leads to suspicion that Cox will 
get it now, without regard to possible repercussions in Congress. 

The Federal Trade Commission probe of the entire pain-killing industry's ad- 
vertising is another move aimed on the surface at a better working relationship 
with the industry. 

However, all of these actions whether by coincidence or not will enable the FTC to 
clamp down harder without increasing manpower. Bv no coincidence whatever, the same 
Congress which periodically criticizes the FTC for not doing a stronger job of policing also 
consistently fails to vote the money for the personnel which would be needed. 

In the analgesic case, the FTC had moved against four leading companies (American 
Home for Anacin — Bristol-Myers for Bufferin and Excedrin — Plough for St. Joseph's Aspir- 
in — and Sterling Drug for Bayer Aspirin). Challenged were claims for faster, longer lasting 
and more effective relief from pain, no stomach upset, tension relief, value in treating colds 
and flu and as anti-depressants. 

In this advertising case, as in many others, the FTC was open to a charge that it 
was picking out some companies while permitting others in the same lines and 
using the same ad claims to continue unchecked. Withdrawal on a temporary basis 
of the complaints in favor of an industry-wide probe would meet these charges of giving un- 
equal treatment to competitors. 

It will also have the effect of permitting the FTC to deal on a shotgun basis with an 
entire industry with the use of no more manpower than would have been needed for indi- 
vidual complaints. 

Just about the same aspect of surface cooperation with industry, accompanied by great- 
er ease in pressing complaints, can be attributed to other recent FTC moves. Chief among 
these are the recent increased emphasis on trade practice conferences, and the offer to 
withdraw prosecution on ads cleared after voluntary submission at least until the adver- 
tiser has a chance to make changes the FTC might request after second thoughts. 

In brief, any conclusion that the FTC might be softening can be an extremely danger- 
ous miscalculation. It appears quite definitely that the trend is in the other direction, to- 
ward tougher enforcement. (Please turn to page 57) 

sponsor • 9 jurr 1962 55 

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


9 JULY 1962 

Copyright 1962 



Cotton cultivators are not the only ones with watchful eyes on the antics of the 
boll weevil this sutnmer. 

Shell Chemical (OBM), which supplies insecticide to dealers for distribution to 
troubled cotton growers, is basing its spot tv buying patterns on the baleful move- 
ments of the beetles. In other words, the length of Shell schedules on stations spotted 
throughout the cotton belt hinges on how badly hit the crops are in that area. 

What enables Shell to exercise this degree of mobility is the mobile nature of the in- 
secticide business itself. Dealers have the potent plant panacea posed in heavy tanks that 
are ready to depart on a moments notice to the hardest hit areas. 

As Gulf Oil (Y&R) gears up for its annual September spot tv start, reps look 
forward to an availability call from the oil firm on a grander scale than ever. 

The recent marketing expansion to the west coast means that when Gulf starts ordering 
up 40-second spots late this month or early August markets will extend coast to coast for 
the first time. 

Also expected to stir late July or early August with a call for minutes and prime 20's to 
start early September: Folger's coffee, out of Cunningham & Walsh. 

A plus factor of the spot radio medium has soared into the spotlight as an in- 
teresting twist in the Eastern Airlines campaign. 

Almost the entire Eastern advertising program was grounded as a result of the 
flight engineers strike. The one exception: radio spots in 10 major markets originally 
designed for the "Flite Facts" series but converted immediately to "Strike Bulle- 
tins" every-hour-on-the-hour from 6 a.m. to midnight, seven days a week. 
(For background on this see SPOT-SCOPE. 18 June, page 60.) 
For details of last week's spot activity see items below. 


Standard Brands is seeking a host of markets on behalf of Fleischmann's Margarine. Cam- 
paign has a 26 August kick off date. Time segments: fringe minutes. Agency is Ted Bates 
New York. 

Continental Baking starts 19 July for Wonder Bread. The campaign is set for six weeks 
and time segments are day and night minutes, prime 20's, I.D.'s and live kid shows. Agency: 
Ted Bates. Buyer: Alex Seastrom. 

American Home Foods, division of American Home Products starts today, 9 July with a 
long-term campaign for Chef-Boy-Ar-Dee. Schedules of nighttime minutes, fringe minutes 
and prime 20's are set for 23 weeks, five-10 spots a week. The buying's being done out of 
Young & Rubicam by Ricki Sonnen. 

International Latex Corp. is lining up a host of markets for a campaign on behalf of its 
Playtex Baby Nurser. The call is for late night minutes and special daytime women's shows. 
Schedules begin in August and run through 21 November. Agency: Lynn Baker. Buyer: 
Mary Mehan. 

Chesebrough-Pond's is going into a small group of scattered markets with schedules for 
Pond's cold cream. Placements start 17 July and run through 1 August using day and night 
60's. Agency: J. Walter Thompson, New York. Buyer: Helen Davis. 


') .ni.Y 1962 

SPOT-SCOPE continued 

Colgate-Palmolive k i< ks olT a new campaign for Wildrool this week in m est coast markrt- 
Daj and night minutes will run for right week*. The agencj is Ted Bates, New York. Tlie 
buyet is Eileen Greer. 


The Michigan Blueberry Growers Assn. is going into 25 radio markets for six weeks 
starting the end of the month to promote its 1962 cultivated Great Lakes crops this summer. 
Some tv will also be scheduled but heaviest concentration is in radio. Agency: Charles W. 
Hoyt. Another Hovt account. New Jersey's Tru-BIu Cooperative Assn. will also use radio 
(minutes), but on a limited basis in New York, Boston and Philadelphia. 
DuPont, which is seeking tv avails for a fall start on behalf of Zerex is also buying radio 
for its automotive anti-freezes. The call is for a 1 September start with schedules to run for 
-i\ weeks. Time segments: 10- and 20-second spots in prime time. Agency: BBDO, New 

Fresh California Bartlett Pears, Sacramento is planning a campaign in a number of top 
markets. The start dates and length of schedules will vary according to the market. Agency: 
Cunningham & Walsh, San Francisco. Buyer: Dick Clark. 

WASHINGTON WEEK Continued from page 55) 

Also, from the trend of recent false ad complaints, it appears that the FTC despite its 
many disclaimers of any such intent, has clearly embarked on a toughening toward tv 
advertising not matched by any equal toughening with respect to the print media. 

Under the difficult suspension of the rules procedure, the House passed easi- 
ly the presunrise bill for daytime-only radio stations, and approved with difficult;, 
the clear channel station resolution. 

The clear channel resolution expressed the sense of the House, and the vote complete ' 
action, but in the case of the daytimer measure it was a bill which must still be considered 
by the Senate. The element of finality might have made the difference. 

Suspension of the rules permits a measure to be considered out of turn, and so expedites 
it. The catch is that it requires a two-thirds vote. The measure to permit pre-sunrise opera- 
tion for day timers unless interference is established passed by a voice vote. 

The resolution expressing the sense of the House that the FCC should hold off for a 
year on putting second stations on any of the clear channels (the FCC had decided to per- 
mit second occupancy of 12 of the 25. with dual occupancy already an accomplished fact on 
a 13th). barely squeaked through. The same resolution also asks the FCC to consider super- 
power, up to 750 kw as opposed to the present 50 kw limit, on a case-by -case basis. 

This one was subjected to a roll-call vote and passed 198-87. a large margin under 
usual procedures, but if only eight had shifted their votes and one in favor had been ab- 
sent, the resolution would have failed under suspension of the rules. 

Significance of both resolution and bill are clouded with doubt. The bill may not move 
in the Senate this late in the session. As to the clear-channel resolution, there is some ques- 
tion about what weight the FCC will give it. 

Talk about the old Senate Commerce Committee resolution against higher power is predi- 
cated on the false assumption that the FCC has still been observing it after all these years. 
Fact is, the current FCC is not as much disposed to bow to such resolutions as prede- 
cessor commissions were. 

And the FCC several times in recent years has considered higher power without regard 
to the ancient resolution. 

It is considered rather sure that the Commission will hold off on assignment of new 
stations on the clear channels for a year, but it is considered quite doubtful that any 
present clear channel station will be permitted to go above 50 kw in the near future. 

•roNsoK • ') ,u ly 1962 57 

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


9 JULY 1962 A report that seemed to take hold on Madison Avenue last week was that the 

copyright 1962 impending import by the Curtis Publishing Co. of Joe Culligan as president sug- 

sponsor gested CPC may be headed in the direction of diversification into the broadcast 


That would make it unanimous for the kingpins in the magazine field. To tick off the 
others: Time-Life, Cowles, Crowell-Collier, Meredith, MacFadden-Bartell, Hearst. 

Reports have it that Leonard Tarcher will be part of the package when Les- 
toil decides on the New York agency for its $6-7 million account. 

Tarcher is v.p. in charge of media at Sackel-Jackson, the Boston agency which now 
presides over Lestoil's advertising affairs. 

Where the stock market seems to have some effect on tv is in the institutional 

Network sellers say that corporate activity for the 1962-63 season in the direction of 
public service and informational commitments is being deferred until the market shows signs 
of a stable upswing. 

This type of programing has been often used, even though indirectly, to sell 
both the stockholder and the prospective investor on the company. 

There's an agency on Madison Avenue — it's in the $40-million bracket — that 
certainly can't expect to win popularity polls from among reps and tv stations. 

It's because of the periodic false alarm atmosphere it creates in connection with 
pitches to a client. 

Like calling on reps to query their stations on whether they'll subsidize the other 
half of a syndicated half -hour if one of the agency's clients buys 26 half -hours over 52 

The reps go into a tizzy with TWXs, wires and phone calls. They relay the response 
to the agency. Two weeks pass by and not a word from the agency. 

Less timid reps then get in touch with some one on the account. What they learn is 
this: the company's plans never entail long range spending of spot money. It only 
buys according to brand needs as they come up. 

Stations aren't the only ones in the air media selling community that have 
over the many years established quickly recognizable trademarks : reps also belong 
in that category. 

To cite examples of rep firms and their trademarks: 

Avery-Knodel : an outline of the U.S., with soundwaves extending from it. 
Eastman: clasped hands. 

H-R: a cutout of five little figures, symbolic of the five original partners. 
Katz: a block and two attached pennants which form the letter "K." 
PGW: the pixyish-looking southern colonel with the big white mustache. 
Edward Petry: three adjacent circles with the company inscribed across them. 
Paul W. Raymer: the hands of a clock with the company name on the periphery and 
the founding date (1932). 

TVAR: the letters within a stylistic box. 



9 .iuly 196 


(Continued from page 54) 


A bill now pending in the House to 
limit operation of community an- 
tenna tv systems in areas where they 
compete with tv stations is sure to 
get heavy support from the NAB. 

The association's tv board of di- 
rectors, led by William B. Quarton, 
WMT-TV, Cedar Rapids, recom- 
mended efforts be intensified to win 
Congressional approval of regulation 
legislation. Grounds are that in 
some areas audiences are deprived 
of local tv service, a detriment to 
the public interest. 

The bill was first introduced at 
the request of the FCC. 

Twelve broadcasters have been 
named to the 1962-63 Freedom of 
Information Committee of the NAB. 

Frank P. Fogarty, Meredith Broad- 
casting executive vice president, was 
reappointed to another term as com- 
mittee chairman. Named to serve 
with him were: 

GroverC. Cobb, KVBG, Great Bend; 
John W. Guider, WMTW (FM & TV), 
Poland Spring, Me.; James C. Hager- 
ty, ABC; Jack Harris, KPRC (AM & 
TV), Houston; William R. McAndrew, 
NBC; Stephen J. McCormick, MBS; 
Weston C. Pullen, Jr., Time; Richard 
S. Salant, CBS News; J. W. Woodruff, 

Jr., WRBL TV & AM), Columbus; 
Ann M. Corrick, Westinghouse Broad- 
casting; Robert H. Fleming, ABC 

Howard H. Bell, NAB vice presi- 
dent for industry affairs, serves as 
staff executive for the committee. 

The NAB Radio Board of Directors 
has approved a proposal to help 
further radio's public prestige. 

The idea is to keep active the 
theme of last May's National Ra- 
dio Month — "Radio, the Sound Citi- 
zen" through the use of a special 
sound effects promotional disc which 
will be aired by NAB member radio 

The proposal was part of a multi- 
point prestige building program out- 
lined to the Board by Hugh 0. Pot- 
ter, WOMI, Owensboro, Ky., chair- 
man of the NAB Radio Public Re- 
lations Committee. 

Caldwell, president of Caldwell, Lar- 
kin & Sidener — Van Riper, Indian- 
apolis, to president of the National 
Advertising Agency Network . . . 
Richard C. Lynch president of the 
Richard C. Lynch Advertising Co. of 
St. Louis to the Board of Governors 
of Transamerica Advertising Agency 
Network . . . Willard Schroeder, pres- 
ident and general manager of WOOD, 
Grand Rapids, to chairman of the 

Radio Board of Directors of the NAB. 
Ben Strouse, president and general 
manager of WWDC, Washington, 
D. C. was elected vice chairman of 
the Radio Board . . . Clair R. Mc- 
Collough, president and general man- 
ager of the Steinman stations was 
reelected chairman of the Board of 
Directors of the NAB . . . Ward L. 
Quaal, executive vice president and 
general manager of WGN, Chicago 
and president of WGN, Inc. and 
president of KDAL, Inc., Duluth- 
Superior, has been elected presi- 
dent of the Broadcast Pioneers, suc- 
ceeding Gordon Gray, general man- 
ager of WKTV, Utica. 

TV Stations 

Advertisers in four different product 
classifications — building materials, 
horticulture, radio-tv sets and sport- 
ing goods and toys — more than 
doubled their use of network tv in 
the first quarter of 1962. 

According to TvB. gross time bill- 
ings for building materials were $1,- 
011,805, up 143.3% over the like quar- 
ter a year ago. Horticulture billings 
rose 767.3% to $103,693; radio-tv sets, 
phonograph showed billings of $1,- 
343,377 against $565,094, a 137.7% 
rise, while sporting goods and toys 
rose 105.1% to $1,877,480. 

H. M. Vineburgh to director of com- 

o / 

surgery in a snowstorm? 



Ii picture quality isn't too important, 
viewers could watch another station 
in this market, but most people prefer 
to stick with us. Metro share in prime 
time is 90!?, and homes delivered top 
any other station sharing the other 102. 
(ABB, March. 1962) Your 
big buy for North Florida, 
South Georgia, and South- 
east Alabama is 





SPONSOR • 9 JLLY 1902 


mercial marketing in the New York 
area for C-E-l-R . . . Sprague Vonier 
to sales manager at WTMJ-TV, Mil- 
waukee . . . David Shefrin to direc- 
tor of news at WABC-TV, New York 
. . . William C. Duffy to controller of 
Capital Cities Broadcasting . . . Jack 
Gilbert, station manager of KHOL-TV 
and KH PL-TV, Kearney-Holdrege, 
Neb., to manager of his own station, 
KEYR, Scottsbluff, Neb. 

Radio Stations 

Eight stations in the San Francisco 
area have completed their 1962 tape 
recorded sales presentation, to pro- 
mote radio as the selling force in the 
San Francisco Bay Area. 

Called "The 3R's of Bay Area Ra- 
dio — Repeat, Remember, React," its 
the third successive year the sta- 
tions have combined their efforts in 
this way. 

The quarter-hour tape uses all of 
the aural techniques of radio to tell 
the medium's story. Portions of out- 
standing commercials are used to 
highlight radio's ability to evoke im- 
ages and the tape compares radio's 
coverage and costs with newspapers 
and television. 

Ideas at work: 

• Radio went to the movies in line 
with a schedule run by United Artists 
on WABC, New York to announce its 
new policy of showing first-run mov- 

ies at 13 selected movie houses 
throughout the New York area simul- 
taneously. The first five people en- 
tering each of three cooperating 
houses immediately following the 
broadcast announcements (ticket 
sellers had radios in the box office) 
were admitted free. 

• Baseball got a new twist when 
KDKA, Pittsburgh held its Big K Tiny 
Twist contest for some 200 young- 
sters prior to a Pi rates- Mets game 
at Forbes Field. 

• Looking for a different type of 
promotion to announce its opening, 
a Chevron Gas station in the area of 
WHEB, Portsmouth, N. H. got in 
touch with the station. A contest 
was run between the WHEB execu- 
tives and the station's announcers 
to see who could pump more gas 
on the day of the opening. Contest 
was promoted over the air for two 
weeks prior to the opening. 

• WHN, New York is running a 
series of monthly documentary vi- 
gnettes called "Documentary 10-50" 
utilizing on-the-scene reports on 
such things as racial discrimination 
and housing problems. 

• To celebrate its 40th birthday, 
WNAC, Boston will award a special 
birthday cake to anyone celebrating 
his 40th birthday during the month 
of July. 

Crafton to manager of KGW, Port- 
land, succeeding Jackson Fleming 


the Bower/ Boys 






who has resigned . . . Jack Ryan and 
Kent Jones to account executives at 
WTEN, Albany . . . William Holm, 
general manager and Roy Kurkowski, 
sales manager have resigned from 
WLPO, La Salle, III. to establish a 
commercial photocopy shop . . . 
Gerald A. Spinn to operations direc- 
tor of KQV, Pittsburgh . . . Calvin P. 
Copsey to account executive at 
KNBC, San Francisco . . . Byron K. 
Adams to director of sales for bank- 
ing and finance at WPAT, New York 
. . . Douglas Brickford Rider to direc- 
tor of news and programs for WRVA, 
Richmond, succeeding Jack B. Clem- 
ents who moves to production man- 
ager for WCAU, Philadelphia . . . 
W. C "Bud" Blanchette to general 
manager of KFBB (AM & TV), Great 
Falls . . . Jack Palvino to promotion 
manager of WBBF, Rochester . . . 
Jack Burke to general sales manager 
of WBBM, Chicago. 

Kudos: Jules Dundes, CBS Radio 
vice president and KCBS general 
manager, was reelected to the board 
of directors of the United Cerebral 
Palsy Assn. of San Francisco . . . 
Ben Strouse, president of WWDC, 
Washington, has been reelected 
chairman of the D.C. -Maryland re- 
gional board of the Anti-Defamation 
League of B'nai B'rith . . . John F. 
Box., Jr., managing director of WIL, 
St. Louis, was honored by the St. 
Louis "American" Newspapers with 
the Man of the Year award . . . 
KMOX, St. Louis, three-time winner 
of the Golden Bell of the Catholic 
Broadcasters Assn. as the nation's 
outstanding radio station, received 
two new honors from the CBA at the 
association's national convention . . . 
Edward Lockwood, chief engineer of 
WGBS, Miami, was honored by The 
Institute of Radio Engineers at a 
recent banquet for "effective con- 
tributions and energetic leadership" 
. . . Lee Fondren, manager of KLZ, 
Denver, got the AFA's Silver Award 
for outstanding service to advertis- 
ing in 1962. 


NBC International (NBI) has insti- 
tuted a sort of "Marshall Plan" in 



<> JUL* 1062 

the field of public affairs tv pro- 

The NBC international division is 
offering, free to overseas nations on 
the threshold of television, film 
prints of NBC TV shows such as 
"White Paper," "Project 20" produc- 
tions, "The World of . . ." series and 
Huntley-Brinkley specials. 

The two-year project has been 
designated "Operation: Documen- 
taries" and applies to nations where 
tv is now in the planning stages and 
where the initiating of programing 
poses economic problems. 

Countries involved include Kenya, 
Sierra Leone, Jamaica, Aden, Tan- 
ganyika, Gibraltar, and Uganda. 

Only actual mailing or print costs 
will be charged by NBI for the pro- 


Harrington, Righter & Parsons is the 
latest rep firm to go in for branch 
and personnel expansion. 

In recent weeks PGW expanded its 
Chicago office, Petry expanded its tv 
department and ABC National Sta- 
tion Sales opened an office in St. 

Now HR&P has moved to St. Louis, 
with offices at 915 Olive St. under 
the helm of Richard M. Gardner, 
formerly on the HR&P staff in Chi- 

There's a progress report from Ad- 
vertising Time Sales after its first 
year of operation. 

ATS has added nine tv and five 
radio stations to the station list it 
acquired when it bought out the 
broadcast interests of The Branham 

Billings for original charter sta- 
tions jumped some 11%, says ATS, 
since the takeover. 

Forecast: ATS expects an overall 
billing boost of 40% in the second 
year of operation. 

Rep appointments: WCAW, Charles- 
ton, W. Va. to Ohio Stations Repre- 
sentatives for sales in Pittsburgh 
. . . WTEL, Philadelphia to National 

Time Sales . . . WCIV-TV, the new 
third tv station in Charleston which 
goes on the air this fall to Advertis- 
ing Time Sales . . . WPTR, Albany- 
Troy-Schenectady reappointed Rob- 
ert E. Eastman . . . WCCA-TV, Colum 
bia, S. C. and WCCB-TV, Montgom- 
ery, Ala. to Advertising Time Sales 
. . . WICE, Providence-Pawtucket to 
Robert E. Eastman . . . WICE. Provi- 
dence to Eckels & Company for New 
England sales . . . WHAV (AM & FM), 
Haverhill, Mass. to Eckels & Co. for 
New England sales. 

Station Transactions 

WAIT, Chicago has changed hands, 
to the tune of $1 million cash. 

Members of the purchasing group: 
Maurice Rosenfield, Chicago attor- 
ney and president of WFMF; his 
wife, Lois; Howard A. and Robert 
G. Weiss, whose family established 
Weiss Memorial Hospital; the Chi- 
cago law firm of Devoe Shadur 
Mikva & Plotkin. 

The purchase was made from the 
Miller family, owners of the station 
since 1954. 

WRIT, Milwaukee has been sold, 
subject to FCC approval, to The Air 
Trails Network. 

The outlet has been one of the 
Balaban stations, who's managing 
director is John Box, Jr. 

Air Trails, headed by Pat Williams, 
includes WING, Dayton, WKLO, 
Louisville, WCOL, Columbus. Wil- 
liams is also principal owner of 
WEZE, Boston. 

Connecticut-New York Broadcasters, 
operators of WICC (TV & AM) and 
WJZZ (FM) have purchased the as- 
sets of the Central Connecticut 
Broadcasting Company, operator of 
WHAY, New Britain-Hartford. 

Aldo DeDominicis, Central Con- 
necticut's president will become a 
substantial stockholder in the new 
stations and will be active in their 
combined operation. 

Surviving corporation will be Con- 


Oakland's classic Kaiser Center, home 
of Kaiser Industry's worldwide opera- 
tions, is symbolic of the economic growth 
of the Big-and-Booming Bay Area. 

This Market is important because it's 
the Nation's sixth: ' 6th in Population; 
6th in Consumer Spendable Income; 6th 
in Total Retail Sales; 6th in Food Sales; 
6th in Drug Sales; 6th in General Mer- 
chandise Sales; 6th in Apparel Sales; 6th 
in Auto and Automotive Sales. 

KRON IS TV IN SF! Find out why-ask 
your Peters, Griffin, Woodward Colonel, or 


Channel 4 San Francisco 

•SRDS. April, '62 






9 july 1962 


necticut-New York Broadcasters with 
Kenneth M. Cooper as president; 
John E. Metts, vice president; De- 
Dominicis. treasurer and a director. 

Months of negotiations have ended 
with the sale of KAKC, Tulsa for ap- 
proximately $600,000. 

New owner is S. Carl Mark of 
Trenton, New Jersey. 

Seller is Lester Kamin and Associ- 
ates of Houston who presently own 
KXYZ, Houston and KBEA (AM & 
FM), Mission, Kansas. 

Blackburn brokered the deal. 

The sale of WALE, Fall River, Mass. 
to Milton E. Mitler for $245,000 was 
handled by Blackburn. 

Mitler formerly owner WADK, New- 
port and WYNG, Warwick, both 
Rhode Island, plans to manage the 
Fall River station. 

Sellers are George L. Sisson, Jr. 
and J. Roger Sisson who originally 
founded the station in 1948. The 
latter, who presently holds 20% own- 
ership in the station, will remain on 
with the new owner in an executive 

WKBN Broadcasting Corp. has ap- 
plied to the FCC for authority to 
more than double the power of 
WKBN-TV, Youngstown. 

Approval would give channel 27 

one million watts or roughly four 
times that of any other Youngstown 

Larson has joined the media broker- 
age firm of Blackburn & Company as 
an associate. 


It seems that post-1950 films on tv 
are able to sustain high-rating levels 
in even when rerun only four-seven 
months following their original air- 

Such was the finding of a special 
New York Arbitron study of the Seven 
Arts Warner Bros, films on WNBC- 
TV's "Movie Four" (Saturday, 11:15 
p.m.). Eight different features scored 
81% of their average first run rat- 
ings and 94% of their average first 
run shares-of-audience. 

Sales: Twentieth Century-Fox Tv's 

"Adventures in Paradise" to WFIL- 
TV, Philadelphia, WMAL-TV, Wash- 
ington, KGO-TV, San Francisco rais- 
ing the total to 34 markets. Twentieth 
also sold a block of post-48 films to 
WAPA-TV, San Juan and series to 
stations in Venezuela, Argentina, 
Peru and Uruguay . . . Seven Arts 
post-1950 Warner Bros, features to 


Outstanding values in broadcast properties 


This is a fulltime station and serves a vast agri- 
cultural area. Outstanding local acceptance makes 
it a profitable operation. Requires a 29% down- 

'I his powerful daytimer, with a consistent earn- 
ing- record, i- being sold because of owner's 
health problems. $50,000 down and a reasonable 





jBj_jA.CyjK.J3U jRJ^J & Company, Inc. 



fames W. Blackburn 
lack V. Harvey 
Joseph M. Sitrick 
Gerard F. Hurley 
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 
|ohn C. Williams 
1102 Healcy Bldg. 
lAckson 5-1576 


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

10 more stations, raising the totals 
to 126 markets for volume one, 99 
for volume two and 66 for volume 
three. In addition, SA's 13 one-hour 
tv concert specials sold to KSHO-TV. 
Las Vegas and WHA-TV, Madison, 
bringing the total number of sales 
for this series to 17 . . . Ziv-UA's 
"The Story of — " to several spon- 
sors raising the market total to 63. 

Public Service 

CBS owned stations in California 
have extended a "great debate" invi- 
tation to gubernatorial candidates 
Richard M. Nixon and Edmund G. 

Stations involved are KNX and 
KNXT, Los Angeles and KCBS, San 

The proposed hour-long show 
would be made available to Califor- 
nia affiliates of the CBS Radio Pa- 
cific Network and the CBS TV Pacific 
Network and any other stations in 
the state that desire to carry the 
special program. 

The City of New York has given its 
support to WMCA in the station's 
effort to obtain Federal Court review 
of the apportionment of the State 

The city has submitted a request 
for a hearing similar to the one filed 
by the independent station on 21 
June. The hope is to obtain the hear- 
ing before the state elections. 

Public Service in Action: 

• WCOP. Boston has completed 
arrangements for a series of exclu- 
sive interviews with all major candi- 
dates for public office in the state. 
Kickoff interviews will be with Sen- 
ate hopefuls Kennedy, Lodge and 

• With a hot Democratic primary 
scheduled for Georgia on 12 Septem- 
ber. WMAZ (AM & TV), Macon have 
set up plans to stage a giant, old- 
fashioned political rally on 18 August 
complete with a barbecue dinner. 
Over 40 candidates for state and 
local offices have been invited to 
the six-hour rally. ^ 



9 july 1962 


{Continued from l"i~,c 51) 

cannot cut these credit crawls 

the) are an important part "I NBC 
network program promotion. 

This same department will also 
bring 20 stars into New > ork for 
four da\s of a whirlwind "I personal 
appearances on 10 different NBC da) 
and nighttime network tv programs, 
plus press interviews, plus taping 
-e--ions for NBC Radio's Monitoi 
program. Each of these stars will hit 
New York 1" days before his pro- 
gram premieres and maj also be 
moved into other cities if their pro- 
duction schedules permit. 

The kev to tlii- gimmick is that 
four tla\s in New York, with a multi- 
hide of exposure on day and night 

network t\. weekend network radio, 

plus press interviews, delivers maxi- 
mum exposure for wire services, 
magazines, and t\ editors and keeps 
the star out of production for a mini- 
mum time of one week. 

\nd to show these 20 stats at their 
best David Tebet, v.p. for talent, hired 
Art Linkletter to m.c. Tonight -how 
for two weeks commencing 10 Sep- 
tember. During these two weeks the 
stars will be on the New ^ ork mer- 
r\ -go-round. 

Promotional services also runs a 
station promotion managers competi- 
tion that picks 20 winners among its 
affiilates for doing the best job of 
exploiting, promoting, advertising 
and publicizing network programs. 
Since the top ten ad agencies pick the 
winners, and since the top winners 
get a week in Hollywood and Las 
Vegas, all expenses paid, the station- 
men really go all out. 

The final arrow for the NBC how 
is its publicity department. This year 
it is sending seven of its staff into the 
top 30 markets with a "Personally 
Yours Attache Case" loaded with 
stories and pictures on the new fall 
schedule. Each tv editor and station 
promotion man gets a case, with his 
initials on it. plus a briefing on what 
is upcoming. 

At CBS. where the emphasis i- on 
the public image, there is a minimum 
of hoopla. Their press operation has 
men traveling the year round, keep- 
log in contact with the affiliate pro- 
motion and publicity men. and visit- 
ing the tv editors. And. during the 
summer, other staffers join the cir- 
cuit talking-up the fall schedule. 

Sponsor backstage ( ontinued n 

I 11 


9 jlly 1962 

speech oi an) ol In- subsequent speeches evei were on the industr) 
here. It described man) commercial television shows a- "cheapl) 
sensational, sordid, unsavory, vapid and puerile." It flatl) accused 
commercial television in England "I forcing the BBC to lowei d- 
own standards. 

It at lea-l implied criticism "I the kind of profits and li'-men- 

dousl) successful eon lical television interests run l»\ tin- Inde- 
pendent television Vuthorit) were g; 'ring. I In- report estimated 

that commercial television's gross income in L961 ran close to 
$180 million and a strongh advanced guess wa- that commercial 
television's own profit after taxes in 1961 ran close to $40 million. 

I he report i eeommended that the Independent television \u- 
thorilv lake over lull responsibilit) for planning -how- and -elling 

The Independent Television Vuthorit) had been boping that it 
might secure approval for a second channel, but the Pilkington re- 
port urged against this and in favor of giving the BBC authorit) to 
-tail a second national television service. It not onlj didn'l give the 
commercial television interests the second channel thev were seeking, 
hut it recommended that new and stronger control over the commer- 
cial telev i-ion operations be placed in the hands of a government 
appointed person or group on the highest operating level. 

The report took the position that no commercial radio at all should 
he permitted to operate in England and that the BBC's present 
monopolv in radio should be continued. 

Sir Harry's group also urged that pa\ television should be kept 
out of England entirely. It did recommend that color tv should be 
introduced and developed quickly on a 625-line definition system. 

Broadcast problems differ 

American broadcasters, with all of their problems, certainl) don't 
have the problems of the commercial groups in British broadcast- 
ing, but then everything is relative, and in these trying times gets to 
be more so every day. Russia, for example, i- considerably rougher 
on businessmen than anything an American or English executive 
can possibly envision. 

The Revlon Bros, in all the difficulties thev mav have encountered 
in building their Revlon empire surely never encountered anything 
like a lipstick manufacturer named Nikolai Kotlvar in Moscow last 
March. According to the Soviet newspapers Kotlvar had set up a 
private lipstick factory in the cellar of his house in Ostankino. He 
had a deal going with the director, the chief engineer, and two hook- 
keepers in a government cosmetics |>laot in Riga. 

The government investigators found that these employees had 
their own automobiles, villas at the beach in Riga, and blew large 
quantities of rubles in Riga cafes. Kotlvar himself was no playboy, 
but was found to be putting his mone) into gold, diamond-, -ilver 
and government bonds, all of which be stashed awa) in his home. 

Koslvar was accused and convicted ol '"theft of government prop- 
erty." The penalty was death. 

We mav have our problems with the FCC, the I H and other 
government agencies, and the British COmmerical broadcaster mav 
find himself put down bv Sir Harrv Pilkington. but at least we don't 
have to fret about a firing squad. 





William J. Hendricks is returning to 
WXYZ-TV, Detroit in the post of general 
sales manager. Since July of 1961 Hen- 
dricks has been the manager of the Detroit 
office of ABC TV National Station Sales. 
Prior he had been with WXYZ for 16 
years. He started in 1945 as director of 
advertising and sales promotion and in 
1948 became an account executive in the 

sales department, a position he held until he joined the station 

sales division last year. 

Edward T. Parrack has been elected pres- 
ident of Ketchum, MacLeod & Grove, suc- 
ceeding George Ketchum, who was elected 
chairman of the board and continues as 
chief executive officer. Parrack has been 
executive vice president of the agency. 
Parrack joined KM&G in 1936, following 
his graduation from the University of Pitts- 
burgh. He became assistant to Ketchum in 
1940 and was named a vice president in September, 1950, and ex- 
ecutive vice president in May, 1955. 

Harold Wheelahan has been named 
manager of WDSU (AM & FM) in New 
Orleans. Wheelahan, formerly commercial 
manager of WDSU, is a veteran of 15 years 
in the radio broadcasting field. He first 
joined WDSU in 1954. Announced by ex- 
ecutive vice president of the Royal Street 
Corp. A. Louis Read, Wheelahan's appoint- 
ment is part of a general executive realign- 
ment which includes the promotion of John Screen from manager 
of the station to an executive post with the parent company. 

W. C. "Bud" Blanchette has taken over 
as general manager of KFBB (AM & T\ I 
Great Falls. Blanchette began his broad- 
cast career in 1936 as an announcer for 
KGVO, Missoula. He later joined Kl T V 
Salt Lake City as radio announcer, return- 
in- in 1946 to KGVO as program director 
and assistant manager. Blanchette served 
as executive secretary to Govei qoi John W. 
Bonner from 1948 to L952. He joined KFBB 
in 1953 and subsequently served in the other 


as assistant manager 
executive capacities. 

I nder the guidance of Lou Dorfs- 
man, advertising and promotion di- 
rector, the promotion objective is 

The priman objective is to build 
audience for sponsored programs and 
to gain new viewers for every pro- 
gram. The secondary target, and 
CBS alone defines it, is to win sup- 
port for television among opinion 
makers such as writers, performers, 
educators, business executives, and 
public officials. 

CBS approaches these via program 
promos with a saturation campaign 
so heavy as to make more than two 
billion home impressions each week, 
and through the promotion depart- 
ments of its 201 affiliated stations. 

The stations get, for each network 
program, a superbly packaged and 
organized kit that carries slides, 20- 
and 60-second trailers, glossy slide 
art, 40- and 160-line ad mats, repro 
proofs, photos, promo announce- 
ment copy, press release matter, etc. 

In addition CBS is producing four 
half-hour feature films — each budg- 
eted at $100.000— for on and off air 
showing by the affiliates. One of 
these will be about the new night- 
time schedule, another about the new 
sports programs, a third about net- 
work news and public affairs, and a 
fourth will be about the new CBS 
research project. 

CBS will also be in print this sea- 
son with a $100,000 24-page maga- 
zine supplement in Sunday editions 
of New York Times and Herald Trib- 
une ballyhooing its new schedule. To 
follow through. CBS will distribute 
500.000 reprints to its opinion mak- 
er mailing lists, to advertiser distri- 
bution channels, and to affiliate sta- 
tions for their local use. 

\\ hat ABC will do is still being 
hatched by Don Foley, who took over 
as advertising \ promotion director 
on 1 June: but since he came from 
NBC it is probable that the new ABC 
campaign will resemble what John 
Porter, for whom Fole) worked, lias 
set for NBC. 

One thing is certain. The prime in- 
gredienl for contemporary television 
promotion is the trailer, on film, tape 
or live, in 60-, 20- or 8-second 
^tiip*. and the da\ of the sketchpad 
and comprehensive proof is gone. 
Long live the viewfinder and the 

extra spot ;it station break lime! ^ 



') JULY 1962 

frank talk to bw) • > i oj 
ail media j<n ilities 

The seller's viewpoint 

"To initiate an idea toda\ is to create an opportunity tomorrow" savs Clif- 
ford J. Barborka. Jr.. rice president in charge oj radio for Adam Young Inc. 
Formerly v. p. of Creative and Marketing Services division of John Blair and 
Co., and more recently president of Better Broadcast Bureau. Barborka is 
noted OS one of the industry's most creative time salesmen, and a specialist 
in the use of sound to sell sound. He is an arch advocate oj "demonstrating 
that radio is an exciting, creative medium that can solve marketing problems." 

The salesman's opportunity to create 

^^ reativity . . ." The word has been used, misused, 
and abused. According to Webster, the word is a deriva- 
tive of the word "create,'" meaning "to cause to come into 
existence; make, originate; to cause, produce; bring 
about." It can also be spelled "w-o-r-k." 

Creativity is composed of individual ideas. Ideas are 
needed to stimulate and trigger sales thinking, but first 
they must be conceived and produced and then com- 
municated to the right people and finally be made to work. 
A good formula for successful media selling might be: 


But any treatise on radio must unfortunately return to 
the basic question: why has national spot radio come to 
take a back seat to other media? To date we have berated 
the agency, the client, the media buyer, the rating service, 
the station manager. Let's complete the circle and in- 
clude the media salesman. 

His research-heav) sales pitches have made him a slave 
to an IBM machine. His great cost-per-1.000 story has 
come back to haunt him in the competitive media arena 
and has turned his rate card into a fluid, self-adjustable 
series of numbers. The jargon he invented to sell against 
his competitor is a stigma that a novel on the subject 
could not erase. 

Are we soon to have, along with the automatic washer 
and dryer, an automatic salesman? Will he walk into an 
agency, put his statistics into an electronic computer and 
within a few minutes have a "yes you have the order" or 
a '"no you do not have the order"' card in his hand? I n- 
less his takes a close look at the meaning of the word 
"create" — (to cause to come into existence! he could even 
M replaced by a reliable messen^ei service. 

Then how do you make a creative sale? You do not 
lake "no"' for an answer, but you take "know"" for an 
answer. You take off the rose-colored glasses that make 

the 490% increase in spot radio billings from 1940 to 
1960 a success story, and you analyze the why's of local 
radio billings that are double the spot radio billings in 
spite of the fact that in many cases the rates are lower. 

It is a foregone conclusion that a salesman knows his 
product thoroughly but to be an advertising counselor he 
must know how to apply his product to the client's needs. 

One of the most basic rules of salesmanship is too fre- 
quently broken, "be interested in the other guy and talk 
about his interest, and in this case you can rest assured 
it is his business. 

Each day the national radio salesman is in contact with 
local radio station operators. He knows what and why 
accounts have successfully used his medium. He is con- 
stantly aware of commercials, programs, etc.. that sell at 
the local level, but all too frequently this information is 
not communicated to the advertiser. This then leaves the 
advertiser to rely only on the mountains of statistics that 
are fodder for the IBM machine. The fact that radio is 
seldom given creative consideration at the plans board 
meeting is evidence that the selling of radio has not been 
the selling of statistics and so belongs in the research and 
media departments of agencies. 

In a recent survej among advertising managers of ma- 
joi companies they were asked why they did not use ra- 
dio, and some of the answers were. "Our local men don"t 
know how to u-e it*' ... "I rcallv don't know enough 
about radio" . . . and "I haven't -ecu a radio salesman in 
a long time." This is the creative salesman's opportunity 
to "cause to come into existence" or "create." The stature 
of an industry is determined only by the stature of the 
men in it. The creative consideration of radio starts not 
with the buyer but with the seller. 

I'o be given an order i- a luxury. Getting an order be- 
cause monev has been allocated to the medium is a con- 
venience: and. creatively selling the radio storj is a 
necessitv. ^ 


9 july 1962 



Needed: more dreamers 

The other day we got a letter from Campbell-Mithun in 
Minneapolis asking for information on articles, speeches, 
statements, predictions, and pronouncements by industry 
leaders on the subject "The future of Tv." 

Darned if we weren't stumped by the agency request! 

Offhand, you might think that, in such a loquacious indus- 
try as ours, dozens of far-seeing guys must have issued vol- 
uminous crystal ball prophesies. 

The fact is, except in two specific areas, we have had very 
few Nostradamuses. 

The first area — the scientific and technical — has produced 
a wealth of predictions on such items as satellite tv, Telstar, 
wall-size receivers, and other goodies. 

The second — color tv — has had a number of exuberant 
prophets. But when you look for professional predictions 
about such overwhelmingly important subjects as program- 
ing, advertising sales, commercial selling techniques, you 
find very slim pickings. 

What's the matter? Haven't we enough dreamers? 

Seriously, we think there's a tremendous need for educated 
plotting, planning, and prediction in these areas. Concern for 
the future is one mark of a truly vital, progressive industry. 

sponsor would love to print articles by qualified industry 
leaders on the future of the broadcast media. 

Think it over. Send us your best guesses, along with the 
reasons you predict as you do. 

99% in Quebec City 

The hottest statistic unveiled by the new TvB of Canada 
in its first presentation to an American audience week before 
lasl was the fact that 99% of the homes in Quebec City now 
have tv sets. 

This staggering tidbit dramatizes the tremendous gains 
which Canadian tv has scored in recent years. Five years 
ago, only 63', of homes across the border were tv-equipped. 
Today the figure for Canada as a whole stand- at 88' , with 
major cities well above 90%. 

Here, surely, is a tremendous new market for tv advertis- 
>■[-. \nd we're delighted thai Canada has it- own TvB to help 
spread the good word of new sales opportunities. W 


Politics: Billy Sol Estes is obviously 
a man of great imagination and if 
he'd ever gotten into the ad business, 
doubtless he would have conceived 
some unique campaigns. According 
to Time magazine, he went to his 
hometown bank (luring the Eisen- 
hower-Stevenson campaign and asked 
for a loan to buy and train thousands 
of parakeets to fl\ o\er cities through- 
out the country chirping, "I like 
Adlai." When the bank's officers ad- 
vised him that his plan wasn't very 
practical, Estes accused them of being 
for Eisenhower and stormed out of 
the bank in a rage. Bankers. \ ou 
know, don't have much imagination. 

Marriage: A sponsor editor recently 
found in his desk drawer a dated 
publicity release reporting a Garry 
Moore CBS TV brainstorm session 
on the subject "What wives can do 
to help their husbands live longer." 
Willard Pleutgner, then with BBDO, 
Lee Bristol of Bristol-Myers, and Dan 
Goldstein of Schenlev Distillers were 
among those who suggested that 
wives do these things for their hus- 

• Sneak a love note into his pocket 
in the morning. 

• Increase his allowance as he gets 

• Write ''I Love You on the mir- 
ror in lipstick. 

• Give him a puppy, so he'll do 
more walking, get out more. 

• Every so often, give him a stag 
party at home. 

Burglary: Jerrj Lewis, who just had 
$195,000 in jewels stolen from his 
suite, joins David Merrick as a guest 
on CBS TV's Talent Scouts program, 
Tuesday 10 July. Lewis told Merrick. 
"The only ring they left was in the 

Travel: On his Who Do You Trust 
show on ABC T\ . Johntn ('arson 
ad\ ised those planning a h ansoceanii 
boal trip this summer, "Do not low- 
er soiled laundr) through the port 
hole, please ... If you're a stow- 
away, no wild parties ... If you in- 
-i-t upon being frolicsome in the 
evening, shout 'No time for pajamas 
we're -inking.' " 



9 JULY 1062 




*KDAL-TV now delivers Duluth-Superior plus coverage 

in three states and Canada— through a recently completed chain 
of fifteen new, licensed •"translator" stations! 

With this unique operation, KDAL's picture is clearly received by 
such distant communities as Fort William and 
>ort Arthur, Ont. (211 miles), Walker, Minn. (136 miles), 

International Falls, Minn, and Fort Frances, Ont. (168 miles), 
Bemidji, Minn. (155 miles) and White Pine, Mich. (1 10 miles). 

This very important plus ranks KDAL 63rd 
among CBS affiliates in average homes delivered! (ARB— Nov. 1961) 

* So take a second look at the Duluth-Superior 

plus market. It's bigger than you think! And only KDAL— serving 
over 250,000 television homes- 
delivers it all! 




Represented by 
Edw. Petry 

Providence . . . most crowded television market in the country where the 
buying habits of a particular mass audience total "test market". Here, the 
audience reach of WJAR-TV underscores the coverage dominance and 
sales penetration behind Your Fall Sales Safari. 

ARB TV Homes 






— Eye opening report 
on a $75 million tele- 
vision baby D 25 

— Men under 40 are in 
key jobs at the radio- 
tv nets — a close-up of 
16 JULY 1962— 40c a copy / $8 a year , the 20 best p 29 

300 E. 46th STREET 

NEW YORK 17, N. Y. 



For the timebuyer 

who thinks he* has everything 

"I v i) you have the tv station that an- 
■*— ^ nually awards a Gold Pork Chop 
that isn't gold and isn't a pork chop to 
the producer of the champion carcass in 
the Iowa State Spring Market Hog 

Do you have the tv station that is number 
one in all time periods from sign-on to 
sign-off, Sunday through Saturday? 

ters and constitutes 00'v of Iowa's popu- 
lation and purchasing power, without 
stopping for breath? 

Do you have the tv station whose na- 
tional reps are The Katz Agency, whose 
network affiliation is CHS, whose channel 
i> two. and whose initials are \YMT-T\ ? 

Quite a coincidence. So do we. 

Do you have the tv station that has 
three farm-born college graduates in its 
farm department? 

Do you have the tv station whose radio 
progenitor will be forty years old July 

Do 3'ou have the tv station first in 390 
(83%) of the quarter hours measured 
for homes reached? 

Do you have the tv station whose 1,450' 
tower was the tallest horizontal big stick 
in the world after it toppled one sad day 
six years ago just before it was com- 
pleted? (We grew another one.) 

Do you have the tv station that dominates 
the Eastern Iowa area which includes 
Cedar Rapids, Waterloo and Dubuque, 
three of Iowa's six largest population cen- 

*Collective term embracing .*hr as well and 
why not? 

Inherit the 



these great 

Warner Bros. 

properties have 

built in your area... 










! I 



* ; 


1 I 


ow available 
on an individual 
market basis 

Warner Bros. Television Division • 666 Fifth Ave., New York. New York • Ci 6-1000 

sponsor • 1(> jlia 1962 


73,496 SQUARE 

Your product sales fall short 
of their rightful goals without 
KELO-LAND - the Sioux 
Falls-103 County market that 
sprawls between the Minne- 
apolis and Omaha markets, be- 
yond television reach of either 
of them. But you can fill in this 
vital 73,496-square mile trading 
area - the KELO-LAND Com- 
mon Market — with a single- 
station origination of your sales 
message. Your commercial on 
KELO-tv Sioux Falls flows 
automatically, instantaneously 
through interconnected KDLO- 
tv and KPLO-tv to cover it all. 
Only KELO-LAND TV gives 
you this full product exposure 
throughout this great salesland. 

Your commercial on KELO-LAND TV 
reaches 20% more homes than 
Omaha's highest rated station, 
12.8% more than Denver's, 65.6% 
more than Des Moines'. — ARB 
Market Report, Av. Quarter-Hour 
Homes Reached 9 a.m. to Midnight, 
7 Days a Week - March 1962. 



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

JOE FLOYD, Prcs. • Evans Nord, Executive Vice 
Pros. & Cen. Mgr. • Larry Bentson, Vice-Pres. 

Represented nationally byH-R 
In Minneapolis by Wayne Evans 


Rroailcasting Group 
Kl I (> l.\NI)/tv & radio Sioux 
Fulls, S.D.i WLOL/am, fm 
Minneapnlis-St. Paul j 
IVKOW/am & tv Madison, 
*vv i KSO Des Moines 

Vol. I". \„. 28 • 16 JULY 1962 




The $75 million tv commercials industry 
25 sponsor presents an eye-opening report on the complexities, problems, 
leaders, specialties, future, of the more than 150 companies in field 

20 bright young net execs 

29 A glimpse at some of the network-' exceptional young executives aged 
40 or under who increasingly guide the course of radio and television 

The order is in: what next? 

32 Despite the preponderance of advertising pros in the business, lmu 
many really know what happens after a timebuyer writes out the order? 

No-Cal fattens up on radio 

35 No-Cal increases station list in hot competition for low-calorie bev- 
erage market, revises formula to fewer, longer spots with comical cop) 

SPONSOR'S semi-annual index 

37 sponsor's semi-annual index covers the period of January-June 1962. 
New categories have been added and cross indexing included for claritj 

NEWS: Sponsor- Week 7, Sponsor-Scope 19, Sponsor- Week Wrap-Up 52, 
Washington Week 55. Spot-Scope 56, Sponsor Hears 58. Tv and Radio 
Newsmakers 64 

DEPARTMENTS: Commercial Commentarj 12. 555 5th 16. 

Timebuyer's Corner 43. Seller'- \ iewpoint 56. Sponsor Speaks 66. Ten-Second 
Spots 66 

Officers: IXorman R. Glenn, president and publisher; Bernard Piatt, ex- 
ecutive vice president; Elaine Couper Glenn, secretary-treasurer. 

Editorial: editor, John E. McMillin; news editor, Ben Bodec; senior editor, 
Jo Ranson; Chicago manager, Gwen Smart; assistant news editor, Heyward 
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth > 
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor. Jack Ansell, colum- 
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love, 
editorial research, Mrs. Carole Ferster; special projects editor, David Wisely. 

Advertising: general sale- manager. Willard L. Dougherty ; southern sales 
manager. Herbert 1/. Martin, Jr.; western sales manager, George G. Dietrich. 
Jr.; northeast sales manager, Edward J. Connor; production manager. Leonid- 
Is. \lrrlz. 

Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs. 
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkoj. 

Administrative: business manager, C. H. Barrie; Mrs. Syd Guttman; 
secretary to the publisher, Charles Vash; George Becker, Michael Crocco, 

Patricia I.. Hergula, Mrs. 

Roland: Karen Mnlhall. 

Manuela Santa/In: reader service, Mrs. Lenore 

© 1962 SPONSOR Publications Inc 

SPONSOR PUBLICATIONS INC combined with TV. Executive, Editorial. Circulation, and 
Advertising Otticcs: 555 Fifth Av., New York 17, Murray Hill 7-8080. Chicago Offices: 612 
N. Michigan Av. Ill), 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfax 
2-6528 Los Angeles Office: 6912 Hollywood Blvd. <28l, Hollywood -1-8089. 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 USA Published weekly. Second 
class postage paid at Baltimore. Md. 


Id .n n 1<X>2 

'You'd think she would 

have punched us 

right square 

in the nose!" 

But she didn't. 

We're talking about Miss Dorothy Kilgallen. 

About four months ago we took rather unfair ad- 
antage of this lady. She'd whacked us in her January 
!1 column regarding our Seattle World's Fair (in 
hose days she was not alone in underestimating the 
nagnitude of the upcoming Fair) . 

Miss Kilgallen titled as "Funny Americanism" the 
act that Seattle had hired a New York press agent. 

"Can't you see New Yorkers trekking out to Seattle 
o view a science pavilion?" she asked. 

Well, you can imagine our indignation. Treating us 
ike country boys and all that jazz. So we honed up 
he keys on our favorite Underwood and let her have 
t. Real good ... a double- truck in the trades from 
; oast to coast. In fact, with our tongue tucked up 
' lightly under our left optic nerve, we closed the piece 
)y suggesting she "talk it over with Dick and the 
;ids", and if it was okay, the Crown Stations would 
»ay their way to the Fair. 
Then, we sat and waited. It was deathly silent. We 

felt a little like Ahab drifting in a flat calm waiting 
for Moby Dick to surface again. 

Not a word. Then, on March 25, the Kilgallen 
column contained a nice plug for the Fair, announcing 
"more than $7,000,000 in advance ticket sales." On 
April 25. she did it again. On May 2, Miss Kilgallen 
revealed "Bob Hope wants Keely Smith to join his 
troupe at the Seattle World's Fair in July." And so 
they came. One fine puff after another. 

Just goes to show. You never know a woman. 

Thank you, Dorothy. 

P.S. The Fair is doing fabulously. Attendance is running far 
above the 9,000,000 forecast. Rusiness is jumping out 
here, too. People are pouring into Seattle. Portland and 
Spokane from all over the globe. Looks like our Crown 
Corner may have the biggest off-Broadway hit in 50 > ears. 


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

The Exception To The Rule 


Mobile — Channel 5 — Pensacola 


MARCH, 1962 

I CM, 1961 


march, i960 HfWR war (j^ 

SvflL Share ^J^L^mr- 



WKRG-TV Mobile-Pens acola has enjoyed 

50% or More Share of Audience in every March ARB 

Measurement Since 1959 . . From 9:00 AM to Midni ght 

For Details Call 

A VERY-KNODEL —Representatives 

or: C. P. PERSONS, JR., General Manager 

SPONSOR • 10 JULY 1%; 

16 July 1962 

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



TV network announces new combined time-talent 
rate, plus summer 20% reduction, effective 1 Jan. 

NBC TV will completely revise its 
basis for daytime sales, effective 1 
January 1963, it was learned last 

The network will institute a com- 
bined quarter hour price including 
both time and program. New prices 
will range from a low of $10,000 per 
quarter hour in Say When to a high 
of $19,200 for Concentration. 

Several factors which now com- 
plicate daytime price structure will 
be eliminated. These include: con- 
tiguity, C-D rates, volume discount, 
line-up discount, separate program 
prices, and bonus classification. 

In addition, NBC will institute a 
20% reduction in package prices 
during the 13 summer weeks. 

The changes do not apply to the 
Men/ Griffin Show, nor to the Today 

NBC's revision comes within days 
of CBS's revamping of its daytime 
discount structure. (See SPONSOR- 
WEEK, 9 July 1962, p. 10.) 

The NBC daytime package price 
will be applied to contracts in effect 
1 January, renewable once but not 
past 31 December 1963. The package 
price, of course does not include 
commercials costs for preparation 
and presentation. 

After the first of the year daytime 
sponsorships will not earn dis- 
counts. However, quarter-hours will 
contribute 25% to volume for de- 
terming discounts in periods other 

than daytime. The period defined as 
daytime is that up to 6:00 p.m. NYCT. 

After 1 January NBC will apply an 
integrated networking charge of 
$3,600 net per quarter hour for pro- 
grams not converted to the new 
basis. The present rate is $375. The 
change is understood to be designed 
to encourage conversion. 

Agencies within the next eight 
weeks will receive contract amend- 
ments for agreements extending be- 
yond the end of 1962, specifying ap- 
plicable packaged prices. 

One of the goals of the new pack- 
age plan is to make daytime buying 
more flexible and to simplify adver- 
tisers' budgeting and accounting. 
(For commentary, see SPONSOR- 
SCOPE, p. 19, this issue.) 


Insurance advertising was 23.2% 
higher in the first quarter of 1962 
than last year, reports TvB. 

The year 1962 appears headed for 
a record in insurance spending on tv 
with Metropolitan Insurance Com- 
pany of North America, and Conti- 
nental Casualty just starting to 
spend heavily. 

Insurance companies spent $3.6 
million in network and $884,000 in 
spot in the first quarter, compared 
to $2.9 million and $708,000 last year. 

Leading users were Mutual of 
Omaha and Prudential Insurance. 


Tuesday, LO July: Telstar 

Satellite' rocketed into space. 
Three I . S. t\ networks trans- 
mil first pictures. Excellent re- 
ception reported first in Prance 
and then in Britain. CBS de- 
letes portion of \'\ XT-produced 
program and refuses to sell time 
for \ T\T special. 

\\ ednesdav . I I Jul\ : I rem I] 

transmit first l\ from Europe 
to I . S. \ ia Telstar. Britain, 
transmitting later, complains 
I- rench \ iolated EB1 agree- 
ment and should not have trans- 
mitted own picture first, lii-i 
mutual I .S.-European ex< bange 
via Telstar announced for Mori 
day, 23 July. 

Minow cautions on 
'equal time' removal 

Washington, D. C: 

FCC chairman Newton Minow 
urged caution in any suspension of 
Section 315 pointing to complaints 
and disputes that might result from 
removal of the 'equal time' clause. 

He warned that the FCC could 
hardly police 600 tv stations and 
6,000 radio stations in their conduct 
in national, state and local election 

However, he admitted removal of 
Section 315 would lead to more free 
air time for political debates on sta- 
tions which took an interest in pub- 
lic affairs. (For details see WASH- 
INGTON WEEK, page 55, this issue.) 


16 july 1962 

SPONSOR-WEEK/^ July isez 


People recall good ads, regardless 
of intrinsic product interest or the 
media of exposure, according to a 
study released last week by Look 

The study found tv and print re- 
call after 24 hours differed by little. 
The ad itself rather than the inher- 
ent characteristics of the media was 
the most important factor. 

According to Joel Harnett, Look 
v.p., the intermedia study threw un- 
expected light on how tv and print 
"complement and reinforce" each 

(Continued on page 50, col. 1) 

John E. Pearson named 
SPONSOR western mgr. 

John E. Pearson, veteran radio and 
tv representative, has been named 
western manager of SPONSOR, ef- 
fective today. He will be in charge 
of all West Coast operations. 

Pearson will make his headquar- 
ters in San Francisco and he will 
have office facilities in Los Angeles. 
For 24 years he was head of John E. 
Pearson Com- 
pany, Inc., and 
John E. Pear- 
son Televi- 
sion, Inc., sta- 
tion represen- 
tatives. He 
completely di- 
vested him- 
John E. Pearson se |f f both 
interests last fall. Both companies 
are still operating. 

All-channel bill now law 

Washington, D. C: 

The all-channel bill became law 
on 10 July with the signature of the 

However, a reasonable time for 
transition is being provided and the 
FCC is holding conferences with 
set manufacturers for this purpose. 

315 repeal asked 
but FCC opposes it 

Washington, D. C: 

Broadcasters were virtuall\ 
unanimous in asking for a re- 
laxation of Sec. 315 in their 
testimony before the Senate 
Commerce subcommittee last 

The FCC. however, opposed 
any loosening, pointing out the 
difficulties which would con- 
front the commission. Chair- 
man Minow noted that these 
difficulties would be com- 
pounded in proportion to the 
number of political offices ex- 
empted from 315 requirements. 

Network heads Frank Stan- 
ton of CBS and Robert W. Sar- 
noff of NBC asked for total 
elimination of the "equal time" 
provision. Leonard Goldenson 
of ABC asked that it be elimi- 
nated only for presidential and 
vice-presidential candidates. 

NAB president LeRoy Collins 
asked that the rule be recinded. 
He was supported by Walter 
N. Thayer of Corinthian. R. 
Peter Straus of WMCA. New 
York, and Lazar Emanuel of 
Communication Industries. 


Twenty-eight of 29 daytime net- 
work shows deliver less audience in 
the top 20 markets than the propor- 
tion of population there reports 

The top 20 markets have 53.4% of 
the tv homes in the country, but 21 
of 29 daytime shows have 36% to 
45% of their audience there. 

According to TvAR, 72% of the 
shows have a serious 'tilt' compared 
to 48% for 65 nighttime network 

The one exception among the 29 
daytime shows was ABC TV's Who 
Do You Trust, which had a 53% 
score, but TvAR attributed this to a 
relatively short station lineup. 


NBC TV reported a trickle of busi- 
ness for the week of the Fourth of 
July holiday. Estimated value is $1.5 

Phillips, Union Carbide, and May- 
belline bought into nighttime and 
Quacker Oats, Armstrong Cork, Gold- 
en Grain Macaroni, Bromo-Quinine, 
and Sal Hepatica bought into day- 

Melnick named v.p. of 
ABC nighttime programs 

ABC TV has re-organized its pro- 
gram department into nighttime and 
daytime divisions. Daniel Melnick 
has been ap- 
pointed v.p. in 
charge of 
nighttime pro- 
graming and 
Giraud Ches- 
ter continues 
as v.p. in 
charge of day- 
time program- 

Melnick joined ABC TV in 1956 as 
manager of program development, 
becoming v.p. of the department in 
1959. Earlier he had been with CBS 
for five years and was with the Bob 
Crosby Show for two years. 

Both Melnick and Chester will re- 
port to Julius Barnathan, v.p. and 
general manager of the ABC TV net- 
work, and both men will be members 
of the plans board. 

Daniel Melnick 

UAA releases 33 more 
post-1950 feature films 

United Artists Associated is re- 
leasing 33 post-1950 UA feature films 
for fall telecast. Eight are in color. 

Title of group is Showcase for the 
Sixties. Group brings UAA's total 
feature film distribution to close to 
2000 features. 



16 jul\ L96| 


Automatically Triggers Playback Units, Tape Recorders, Turntables, and Other Devices 

Here's a unique built-in feature! The 
Recording Amplifier of the RT-7 B Car- 
tridge Tape System generates two kinds 
of cue signals. One is used to automati- 
cally cue up each tape, at the beginning 
of a program, the same as in ordinary 
units. The other signal, a special Trip- 
Cue, can be placed anywhere on the 
tape. This will cause the playback unit to 
trip and start other station equipments 

You can preset two, or a dozen or 
more RCA tape units, to play sequen- 
tially. You can play back a series of 
spots or musical selections, activate tape 
recorders, turntables, or other devices 

See your RCA Broadcast Representative 
for the complete story. Or write RCA 
Broadcast and Television Equipment, 
Dept. KC-264, Building 15-5, Camden, N.J. 

capable of being remotely started. (In 
TV use Trip-Cue is ideal for slide com- 
mercials. Tape announcements can be 
cued to advance the slide projector. ) 

You'll like the RT-7B's automatic. 
silent operation, its compactness, high 
styling, perfect reproduction. Cartridge 
is selected, placed in playback unit, for- 
gotten until "air" time, then instantly 
played. Cueing and threading are elimi- 
nated. Cue fluffs are a thing ot the past' 

Transistor circuitry, good regulation 
for precise timing, low power consump- 
tion, are among other valuable features. 


SPONSOR-WEEK/" July 1962 



The Government last week an- 
nounced it would initiate a study of 
the effect of tv on children and the 
industry pledged its assistance. 

The program, announced by Abra- 
ham A. Ribicoff, Secretary of Health, 
Education, and Welfare, grew out of 
recommendations made by NAB 
president LeRoy Collins and Senator 
Thomas J. Dodd (D., Conn.), who had 
conducted subcommittee hearings 
on juvenile delinquency. 

The program will be headed by a 
steering committee under Ribicoff's 
deputy special assistants Bernard 

Tillmans, Maxwell fill 
new CBS TV sales posts 

Two new sales posts have been 
created at CBS TV. The posts and 
the men filling them, announced last 
week by senior sales v.p. William H. 
Hylan, are: 

Carl Till- 
mans, v. p., 
Eastern sales. 
Sam K. 
Maxwell, Jr., 
coordinator of 
network sales 

Til Im a n s 
joined CBS TV 
as a network account executive in 
1959. He was previously with NBC TV, 
Paul H. Raymer, C. E. Hooper, and 
FC&B. Maxwell joined WBBM Chi- 
cago in 1946 and CBS TV in 1952; 
he had been general sales manager 
since 1959. 

Meanwhile, Frank Stanton last 
week announced the appointment of 
Michael Burke as v.p., development 
of CBS. Burke joined CBS TV in 
1956 and is currently managing di- 
rector of the CBS companies in Eu- 


Carl Tillmans 

on future tv debates 

Santa Barbara, Calif.: 

The Center for the Study of 
Democratic Institutions last 
week issued a series of recom- 
mendations on future presi- 
dential tv debates. 

The suggestions were made 
by political scientists and jour- 
nalists Earl Mazo, Malcolm 
Moos. Hallock Hoffman, and 
Harvey Wheeler. 

In essense, the report states 
that personalities on tv have 
taken over the place in presi- 
dential campaigns once occu- 
pied by figures in the meeting 
hall, or special campaign train. 

Says Harry S. Ashmore in 
the foreword of the booklet: 
"The standard bearers of 1960 
sent for a platoon of opinion 
pollsters, motivational research- 
ers, voice coaches, mass psy- 
chologists, and make-up experts. 
For better or worse, this surely 
represents a qualitative change 
in American politics worthy of 
protracted pondering." 



The election of Matthew J. Culligan 
as president and chief executive offi- 
cer of the Curtis Publishing Co. was 
officially announced here last week. 

Culligan was general corporate ex- 
ecutive and director of Interpublic 
Incorporated. He was previously 
chief executive officer of the NBC 
Radio network and earlier sales 
manager of the NBC TV network. 

Culligan had been in the magazine 
field between 1945 and 1951 with 
Hearst Magazine and late Ziff-Davis. 

Lang named ABC News v.p. 

Robert E. Lang has been elected 
v.p. in charge of operations and 
sales for the ABC News department. 

Bucher to ITC as 
legal-business v.p. 

H. I. Bucher returns to the film 
syndication field as v.p. in charge 
of legal and business affairs of ITC. 

He was formerly general attorney 
and assistant general counsel for 
ABC, and before that was secretary 
and general attorney of NTA. 


In becoming v.p. of network pro- 
grams for CBS TV, Alan Courtney 
succeeds Oscar Katz, who becomes 
v.p. of daytime programing, succeed- 
ing Lawrence White, who resigned. 

It was incorrectly stated here last 
week that Courtney had succeeded 

NAB SEES 1962 

Washington, D.C.: 

Radio and tv station profits de- 
clined in 1961 but have bounced 
back in 1962, according to an NAB 
broadcast management report last 

Department manager James H. 
Hulbert revealed that typical station 
profits before federal taxes were 
4.8% in 1961, compared to 7.6% in 

Last year the typical tv station 
profited 12.6%, compared to 15.4% 
the year before. 

But in the first four months of 
1962, radio stations expect a 3.5% 
increase in revenue while tv stations 
expect a revenue rise of 6.7%. 

During 1961 the typical radio sta- 
tion suffered a 3.6% decline in rev- 
enue while costs declined only 0.7%. 
Smaller stations in large cities did 
not report decreased profits. 

Last year typical tv stations had a 
4.1% decrease in revenue while ex- 
penses rose 7.5%. Tv stations in the 
largest cities were exceptional in 
that they showed an increase in 

More SPONSOR-WEEK continued on page 50 


en we decided to put our lolly Green Giant back in 
"show business" as a big time TV star, we knew we 
could count on the WLW gioup to reach a giant's S121 
of the viewing audience in their respective areas. Ti 
stations not only put our Big Green message belor 
greatest number of people, but follow-thru wit 
brokers, distributors, and store managers on the 

Lyle Polsfuss, Director of Marketing. (JrMn Giant Brar 
nt Company, Le Sueur, f 


The time availabilities offered by th< 

Corporation chain have helped us put oui "ho. ho, ho" 

Green Giant story before the size ai 

want to reach most. And you just can't 

extra services they have to offer 

Richard Halpin. Account Executive 
Leo 8urnett Company, Inc.. Chicago, 

Call your WLW Stations' representative ... you'll be glad you did! 












Crosley Broadcasting Corporation 



SPONSOR • 10 JULY 1962 


your key to more 
Virginia homes 

Sales Management 

Survey of Buying Power— 1961 


50,000 Watts AM, 1140KC 

200,000 Watts FM, 94.5 MC 

Richmond. Virginia 

National Representative: 


by John E. McMillin 


Sir Harry hates us 

I've been getting a barrel of fun and some 
profit out of reading the controversial Pilking- 
ton report and the violent comments about it 
which have been appearing in British magazines 
and newspapers. 

If you think Americans get steamed up and 
unreasonable about tv's wasteland problems, you 
ought to take a look at the English ! 

They make us seem like fluttering lavender butterflies. 

The recently published Pilkington report is the product of the 
Committee on Broadcasting, set up in the summer of 1960 under 
the chairmanship of Sir Harry Pilkington. to study and make rec- 
ommendations on the future conduct of British tv and radio. 

Gutsiest of the problems which it tackled was the blazing ques- 
tion of whether Britain had benefitted from commercial tv (intro- 
duced eight years ago) and whether the independent commercial 
interests should be allowed a second channel to compete with the 
non-commercial BBC. 

The committee's verdict: not only a firm "no" but a redhot blast 
against the whole concept of advertiser-supported broadcasting. In 
fact it is difficult to read some of Sir Harry's more purple language 
without getting the idea that he is against private enterprise as such. 

Apparently this is exactly the way it hit many British politicians. 
"Pilkington report angers Cabinet " reported The Times of London. 
"Attacks on commercial tv raise political issues." 

On the other hand, the New Statesman, a left-wing magazine. 
rubbed its hands iii idee. "A Halt to the Hucksters" it proclaimed. 
"Commercial tv has had a profound impacl on British society, 
speeding up its conversion to the self-seeking materialism and triv- 
ialized values of capitalist affluence. . . . The Pilkington report is a 
vital document ... it epitomizes a shift of opinion against the ac- 
quisitive socielv . 

Do we want "Tv with Auntie?" 

By contrast, the highly respected Economist sneered at the Pilk- 
ingtonians in a lead article titled "Tv with \unlie:" 

"The worst has happened. The Pilkington committee on tv. the 
biggest and most revolutionary opportunity in human communica- 
tion since the invention of printing, has fallen victim, hook, line and 
sinker, to its own dogged good intentions. The important thing now 
is to see that British audiences are not subjected to this compulsive 
nannying over everything they mav want to see and hear." 

\ll in all, as \ou can see, Sir Harrj and Compam have stirred up 
quite a hoo-haa in the tighl little \>\e. 

From one viewpoint, of course, it is a strictly private British ini- 
i Please tin n to page 14) 


16 JULY 1962 




"A Visit With Sir Julian Huxley" was first of 
KOI N TV's three special programs on popu 
lation pressures Participants included (left 
to right) Sir Julian Hu.ley Malcom Bauer. 
associate editor of The Oregonian, Dr Daniel 
tabby, staff member. University of Oregon 
Medtcal School. 

Dr. James Tuck explored "Population Press 
ures and New Energy Sources'" on second 
program in series Panelists were Dr. William 
L Parfcer, head of the Physics Department 
at Reed College; E Robert de Lucia, vice 
president and chief engineer of Pacific 
Power & Light Co : E. Walsh, vice presi- 
dent ol Portland General Electric Co 

Third and final show featured Dr. Gregory 
Pmcus m "A Biological Approach to Popula- 
tion Pressures" Pictured (left to right) are 
Dr Gabriel Lester, head of the Department 
of Biology at Reed; Dr Pmcus, and Dr 
Herbert Griswold. of the Department of 
Medicine at the University of Oregon Medi- 
cal School 

"We have 
Death Control 



. . Sir Julian Huxley, 

KOIN-TV, April 29, 1962 

An urgent problem faced by all mankind is that of world 
overpopulation. Where is Man to live in the future? 
Where will he obtain the resources so necessary for 
survival? How can Man control his destiny . . . somehow 
balance birth control with death control? 

In keeping with its continuing public information policy. 
KOIN-TV recently invited three famed scholars to 
participate in discussions of world population pressures. 
Ready acceptances came from Sir Julian Huxley. 
Dr. James Tuck and Dr. Gregory Pincus. These distinguished 
scientists were in Portland at the invitation of Reed 
College, one of the nation's most widely recognized 
centers of higher learning, which is observing its 50th 
Anniversary. The three-part series was aired in prime 
time throughout KOIN-TV's 34 county viewing area. 

Oregonians heard famous biologist Sir Julian Huxley 
express his views upon the dangers of "death control 
without birth control": the importance of conserving our 
food and energy sources. Dr. James Tuck, director of 
Proiect Sherwood at Los Alamos. New Mexico, explained 
in layman's terms future energy sources to be derived 
from controlled nuclear reactions Dr. Gregory Pincus. 
director for the Worcester Foundation for Experimental 
Biology, discussed contraceptive methods of population 

Once again, KOIN-TV's viewing audience was 
presented with a thought provoking and timely problem. 
World-renowned scientists expressed controversial and 
sometimes startling opinions. And the people learned. 


Channel 6, Portland, Oregon 

One of America's great influence stations 

Reprr»«nt«d Nat.onslly by 



16 jrLY 1962 





Now Channel 5 carries AAA 
International League "Crackers! 
Atlanta's biggest ball game buy! 

WAGA-TV gets you 696,000 
TV homes* in a 3-billion dol- 
lar market. 


The Best Buy' 
Station in an Tndispe7isable 

Represented by Storer Television Sales. Inc. 
'April "62 ARB 

Commercial commentary {Com. from p. i2» 

broglio, wholly unrelated to American problems. 

Radio and tv in England have developed along lines quite differ- 
ent from ours, and the British have a broadcast tradition and set of 
broadcast circumstances almost unrecognizable here. 

But I think it would be a great mistake for us to overlook the 
deeper implications of the Pilkington episode. 

For one thing, Sir Harry's report, and British reactions to it, have 
brought out into the open, the same violent and bitterly controversial 
opinions which smoulder under the surface here in the U. S. 

For another thing, the Pilkington report itself is going to be 
studied avidly by many people who are hostile to commercial tv. 

In the reading room of the British Information Services in New- 
ark, where I went to see a copy of the report, I sat opposite a 
steeley-eyed, hatchet faced spinster who announced proudly that she 
was writing a Ph.D. thesis on television for a Canadian university. 

"And I am an authority on the subject," she told me with a glit- 
tering glare, "I have studied it for 10 years." 

It made me shudder for the future of Canadian youth. 

Is the weakness organic? 

The real bomb in the Pilkington report, when you strip away the 
excess verbiage (it runs to "remorseless length" says The Times) is 
not so much the mismanagement charges it hurls against the Inde- 
pendent Television Authority which, it says, must be reorganized. 

The real blockbuster is the committee's flat and gloomy conclu- 
sion that the trouble with commercial tv is "organic." 

In other words, you can never hope to get really satisfactory tv 
programing from any system tied to the sale of advertising. 

Now surely this is inflammatory doctrine. Sir Harry and his 
committee apparently arrived at it not merely by reviewing the 
British scene but by a whirlwind nine-day "study" of American 
and Canadian tv. 

But is it true? 

I suspect that most Americans — or at least most of us in com- 
mercial television and advertising — will immediately leap in with 
hotly worded denials of the Pilkington premise. 

But the danger is that, in our zeal to defend the American system 
of free commercial tv, we're apt to sound more Colonel Blimpish 
than the most bloated British blimp. 

How do we know we're right? How can we prove it? 

What I find most disturbing about this whole Pilkington business J. 
is not that I agree with the Committee's conclusions, for I don't. 

What bothers me is that if we were ever faced with such a blunt, 
tough, outright challenge to the American concept of broadcasting. 
I'm not sure we have the facts, the arguments, the ammunition, the 
philosophy, and the statesmanship to defend ourselves. 

Let's be brutally honest. Have you ever heard any genuinely con- 
vincing statement on the specific social values of advertiser-supported 
tv bv any ranking executive of the \ Mi. I \-. WW. TIO. TvB. 
ABC, CBS, or NBC? 

At the risk of offending some pretty darn good friends of mine, 
I'm forced to admit that I never have. 

Isn't it about time that we began giving serious thought, study 
and attention to this \er\ \ ital cmestion? ^ 



16 JULY 1962 


New York's Number One Station belongs at the top of the 
list for your Summer or Fall campaign. That's WNBC-TV— 
capturing the largest shareofaudience, sign-on to sign-off, 
for the total week. 

Looking for prime time station breaks 7 Prospects are best 
pn WNBC TV— first in audience 7:30-1 1 p. m. for the eighth 
[consecutive month! Late night minutes 7 "Tonight" on 
WNBC-TV delivers 48% more tuned-in homes than the near- 
est competition. Want to reach housewives before they go 

out to shop 7 WNBC TV delivers more women viewers in the 
morning (Mon-Fn 7 a m. noon) than the next two stations 
combined! Interested in news shows 7 WNBC TV is most- 
watched fornews — from "Today" in the morningto"Eleventh 
Hour News" at night. 

Proof? It's all there in Nielsen. June 1962. Your WNBC-TV 
representative will be glad to show you how to reap the most 
results in the Number One Market. Put your commercials 
on New York's station for all seasons. 




16 july 1962 


Product protection pitfall 
I thought your article — "Product 
Protection — Sense or Nonsense ?"- 
in the 2 July issue was a good exam- 
ple of concise reporting. I also 
thought that your editorial stand on 
the issue was not only courageous 
but most sensible. I agree with it. 

However, we tend to lose sight of 
one noteworthy fact: the insistence 
on product protection is engendered 
to a great extent by the belief that a 
commercial message is more effec- 
tive if it is separated from a compet- 
ing advertisement by as much time 
as possible. But is this really true? 

I have never seen any piece of re- 
search, either academic or commer- 
cial, which proves that this is so. 
And logic tells you that to argue 
about 15-minute vs. LO-minute sepa- 
ration on the basis of commercial ef- 
fectiveness is naive at best. The 
average viewer doesn't conveniently 
categorize commercials by product 
type and neither is he conscious of 
— nor does he care about — the exact 
time elapsed between messages. With 
the hundreds and hundreds of adver- 
tisements with which the averajre 

consumer is bombarded each day, I 
am sure that an additional five min- 
utes separation will not increase a 
given commercial's effectiveness: we 
are lucky if he is effected at all by 
this one message. 

As a matter of fact, a logical case 
could even be made for competitive 
commercials to be back to back. At 
least in this way, the viewer has a 
chance to compare, and the adver- 
tiser must make darn sure he has put 
his best foot forward. It would put 
the products side by side just as they 
are on the store shelf. 

In any case, there is no 10- or 15- 
minute separation in print and I 
have yet to hear a complaint that be- 
ing separated from a competitor in 
a magazine or a newspaper by a few- 
pages, i.e., by no more than a couple 
of minutes in terms of reading time, 
is detrimental to the sales message. 

From a researcher's point of view, 
product protection isn't necessary. 

Paul Keller 
Reach, McClinton 
v.p., dir. research 
New York- 


the Bowery Boys 






Soft-drink interest bubbling 
Congratulations on your excellent 
26 June article, "Coke-Pepsi Budgets 
Highest in History." 

\\ ould you please send me twenty 
reprints of the article? 

John Garner 

Carolina, sales manager 



Just a note to say "well done" on 
your very comprehensive piece on 
the annual Pepsi-Cola battle. 

Obviously you did a tremendous 
amount of research on the piece and 
it certainly showed in the final print- 

The folks around here call its han- 
dling one of the best in the industry 
in recent years. 

Robert S. Windt 
publicity director 
Pepsi-Cola Co. 
New York 

I was somewhat disturbed when I 
read your article "Coke-Pepsi Budg- 
ets Highest in History. ' Like a lot 
of businessmen trying to cover the 
trade-paper waterfront, my eye was 
immediately caught by the boxed 
figures. I \\as somewhat stunned to 
see no figures on radio expenditures, 
but fortunately decided to read the 
whole article. 

The narrative portion went on to 
state . . . 'Coke executives told SPON- 
SOR last week they plan to spend ap- 
proximately $17,000,000 in broad- 
cast media this year. Some $12,000,- 
000 will go into tv, the rest into net- 
work and spot radio." While this 
does not show up in the boxed fig- 
ures. $5,000,000 is an impressive 
amount of money and would repre- 
sent a greater outlay for spot radio 
and network than used in newspa- 
pers, magazines, outdoor; the same 
would be true of Pepsi and possibly 
others. There's no doubt that many 
people reading this article will gain 
the impression that radio has been 
left out of these several budgets. 

I realize that it is extremely diffi- 
cult to gel accurate radio expendi- 
ture figures. \t many RAH board 
meetings we have discussed ways 
and means of achieving this end. At 
the same time, Tin sure that there are 
many markets where a radio station 
would be happ\ to furnish figures, 
and by projecting them (similar to 
Pulse's out-of-home projections) in 
relation to the total market budget 


sponsor • 16 Jll.Y 1962 

against the national budget, a repre- 
sentative radio figure could be esti- 
mated in future articles. 

For your information. l>otli (!oca- 
Cola and Pepsi-Cola make large ex- 
penditures on our station, as well as 
other stations in the market. We also 

cany heavy budgets for local bottling 

companies, particularly Graf's. 

The lack of radio figures in your 
article is another example win radio 
is getting short-changed in the eyes 
of advertisers and advertising agen- 

Hugh K. Boice. Jr. 

v.p. and gen. mgr. 


► SPONSOR made a valiant effort to obtain 
definitive figures on radio expenditures in 
the bottling industry from RAB but was un- 

Two famous bridges 

One of your sharp-eyed readers re- 
centl) noticed the bridge used in a 
SPONSOR house ad was dated: i.e.. 
'40 vintage autos crossing over. He 
thought the bridge was in New York 
and I was pleased to see you set him 
straight by informing him it is the 
"famous Golden Gate Bridge." 

Your geography isn't 20-20. how- 
ever, for you stated the Golden Gate 
Bridge connects San Francisco and 
Oakland. Not so! The Golden Gate 
Bridge connects San Francisco and 
Marin County, to the North. San 

San Francisco-Oakland Bay Bridge 

Francisco and Oakland are connect- 
ed by a bridge, hut it is the also- 
famous San Francisco-Oakland Ba\ 

1 have enclosed a remarkable 
photo of the entire Bay, with both 

bridges clearlj shown. 

I have also enclosed a latei |>li"i" 
ot the lovel) bridge for your future 
use. fhis bridge is now 25 years old 

and i- one of the major attractions 

"I the Baj ^rea beautiful ami utili- 
tarian. \\ e offer this information as 
experts, ba\ ing recently presented a 
much heralded program in honoi of 
the 25th Vnniversai \ 

\. Richard Robertson 

promotion mid mdsg. mgr. 

San Francisco 

SPONSOR'S 40-ycor radio album 

^ our " In N ,-.ii Minim" i-. w Ithoul i 

doubt, one of the finest contributions 
i" the broadi asl \<u that I have Been 

in a Ion- time. Ybu an- I ■ > be < "ii 

gratulated ' and I'm Bure \ ou are) 
on a gigantii undei taking well done. 
I ai he, we ordered '2 <.f the hard 
i ovei editions. In addition, at this 

lime. We Would like In . 1 1 . j. i ', | IM >n 

soft-covei copies. 

Jim Bowermastei 
mgr., promo. A ///. 

// i/y 

( film Rapids 


George Comte, WTMJ-TV General Manager: "Color 
TV set saturation in Milwaukee is now becoming a real 
factor in terms of viewership. Starting with our first 
Colorcast in 1953, WTMJ-TV's progressive policies in 
Color TV have brought us a great deal of prestige. Our 
reputation for fine-color programming has also resulted 
in a considerable competitive advantage." Color TV is a 
snowballing success. Better get the facts today from: 
B. I. French, RCA, 30 Rockefeller Plaza, New York 
20, N. Y., Tel: CO 5-5900. 


16 july 1062 


"The New York audience would expect to see 
this high quality programming on WNEW-TV." 

John E. McArdle, Vice President and General Manager, WNEW-TV, New York, N. Y. 

". . . a beautiful show, a magnificent show, 

a cultural blending into our entire program format. 

Donn R. Colec, Vice fiesidcnt and General Manager, WTTG, Washington, B.C. 

"A particularly well-produced show of high 
quality. A worthwhile adjunct to our programming." 

Van Beuren W. DeViies, Vice President and General Manager, WGR-TV, Butlalo, New York 

"For the first time the viewers in our area will 
have the opportunity to view on a regular basis 
a symphony orchestra. The filming is excellent." 

Robert Lunquist, Sales Manager, W1CU-TV, Erie, Pa. 

"It's the kind of program balance we were 
looking for. An extremely well-produced series." 

liohcit C. Wicgand, General Manager, WTVN-TV, Columbus, Ohio 

"It looked too good to turn down. It's the best 
good music program I've seen." 

living Waugh, Vice Piesident and General Manager, WSM, Nashville, Tenn. 


The concerts, ieaturing the world renowned 
104-piece orchestra to be conducted by 
Charles Munch and Erich Leinsdorf, will inc/ud 
the works of Beethoven, Haydn, Honegger, 
Schumann, Franck, Milhaud, Piston, Mozait, 
Bach, Copland, Handel, Diamond, Purcell, 

Wagner, Mendelssohn, Sibelius and Brahms. 

Write or call your nearest Seven Arts salesman 
for a 15 minute promotional trailer available 
to you for presentation to your clients. 




NEW YORK: 270 Park Avenue • YUkon 61717 
CHICAGO: 8922-D N. La Crosse (P.O. Box 613). Skokie. 111. • ORchard 4-5105 
DALLAS: 5641 Charlestown Drive • ADams 9-2855 
L. A.: 15683 Royal Ridge Road, Sherman Oaks • GRanite 61564-STate 8-8276 
Distributed outside of the United States and Canada. 
Cable: SEVENLON London 



l(> .ii i. y L962 

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

16 JULY 1962 

Copyright 1962 




As 1962 swings into the second half, you can't go wrong it' you skitter back 
over the first six-months' trade happenings to single out things that had hangover 
implications, suggested problems merely in the budding stage or portended shift- 
ing directions worthy of close attention by the buyer and seller of air media. 

Among these first six-months highlights were: 

• FCC Newton Minow's replacement of the phrase-making critic's role with a dis- 
position to work in sympathetic and understanding fashion with the broadcasting 
industry in solving its economic and programing prohlems. 

• Bates' drastic action against Westinghouse Broadcasting which brought out in- 
to the open the need for adjusting the rules for product protection to the dictates 
of current tv economics, both network and spot. (A healthy sign that all this was in the 
making was the Four A's entrance into the picture last week with some reasonable and con- 
ciliatory guidelines.) 

• The trend among tv stations here and there toward multiple rates for prime 
nighttime spots (which basically suggests a CPM yardstick) as an avenue, among other 
things, to stimulate advertisers into greater use of that facet of the medium. 

• The emergence of the linear programing computer as a media planning tool by 
agencies, with tv stations through the TvB raising sharp questions as to the cost and stand- 
ardization and importance of this demographic audience data. 

• The continuing pressure by the tv networks, at least CBS TV and NBC TV, on their 
affiliates to absorb some of the costs and risks of programing. (CBS TV's 7-8% cut 
on afternoon station compensation is due to take effect 1 January.) 

• The growing resistance among advertisers to the overloading of Hollywood- 
produced film series with studio and staff credits. (CBS TV has already acceded on 
this score.) 

Stations here and there have been broadcasting stereo on a regular basis but 
the WMAQ twins in Chicago are among the first to offer commercials taped in 

Looking into this possibility is Admiral which is sponsoring stereo time nightly 
(55 minutes of it) on WMAQ and WMAQ-FM. 

The NBC o&o has no stereo taping facilities, but Admiral is checking out other sources 
via Campbell-Mithuu. 

If things work out, the commercials will contain special stereo effects by the an- 
nouncer, plus background music. 

WMAQ plans building up its stereo schedule to three and a half hours a day. 

If you think you got worries, you ought to listen to some of the tv rep account- 
men who cover Young & Rubicam. 

What's disturbing them deeply is a report diat Y&R's media department is seriou>l> 
meditating on the prospects of using its computer for processing spot availabilities 
on a continuing basis. 

SPONSOR-SCOPE checked this with the agency and came away with the impression 
that something in this direction was going on. The agency wasn't sure how the computer 
could be used for what it termed spot technology, but it was still hopeful that the mech- 
anism might be helpful in simplifying and expediting the function of spot campaign planning. 

The crux of the rep salesmen's concern: will the computer replace personal con- 
tact and will their function be reduced to delivering availabUities and then waiting 
for the machine to spew out its decision? 

• 16 july 1962 


SPONSOR-SCOPE continued 

Tv rep salesmen in Chicago are keeping themselves well revved up on the Kel- 
logg (Burnett) front these days. 

They're in there switch-pitching away for the miller's kid strip, whose currnt con- 
tracts expire in September. 

Burnett would like to wrap up the new contracts by the middle of this month. 

That old spot tv perennial, Cannon Mills (Ayer), will be back this month. 
As it used to be, the schedule is a week of saturation to tout department store 
August white goods sales. 

Back in the heyday of radio this splash was something that stations could always count 
on in July, till visits from cold remedy people lining up fall campaigns. 

NBC TV has taken another broad hop toward adapting its afternoon selling 
operation to the minute participation pattern a la nighttime. 

The move, in essence: effective 1 January advertisers will be able to buy NBC TV af- 
ternoon on a package price basis for the first time. Heretofore the program was sold 
separate from time. But under the new dispensation there'll be a flat rate for both. 

Another NBC TV sharp departure for da y time : separate rates will be posted for the 
summer as distinct from the rest of the season. For instance, the winter price per 
quarter hour for Loretta Young is $16,000 and the summer rate is $13,200. 

All discounts and bonus are out, but current advertisers will for the term of their 
contract have this protection: if it is to their advantage, they may continue with the 
present system for buying program and time separately. 

NBC TV says that the daytime innovation will favor small advertisers. 

A coup for daytime tv with dramatic import and political overtone is the de- 
cision of the Campbell Soup empire to spend $2.5-3 million in network daytime 
for the coming season. 

The commitments made last week were for the last 1962 quarter only and were split 
among the three networks, with NBC TV getting the largest share, namely, $570,000. 

Giving this stroke unusual meaning : it implied a complete turnabout in policy for 
Campbell, which for years has regarded daytime network tv as a commercial jungle 
and something that its dominant position did not precisely fit into. 

As for the political shading: largely influential in the reversal was BBDO's me- 
dia department, which through linear programing computer studies came up with the con- 
clusion that Campbell's products were not reaching the low ratio soup consuming 
families with adequate frequency and that daytime tv might turn the trick. Then 
when it came to naming the control agency for this plum BBDO was bypassed for NL&B. 

TvB can also take a bow: it's been continuously after Campbell to up its tv budget. 

The wax people were quite active last week in lining up their network tv sched- 
ules for the fall. 

Armstrong (BBDO) put up about $150,000 for NBC TV last quarter participations 
in the Merv Griffin and Loretta Young strips in behalf of its One Step floor wax, S. C. 
Johnson (B&B) split a hefty night and daytime bundle between CBS TV and NBC 
TV and Simoniz (DFS) bought a daytime package on ABC TV. For Simoniz it was 
a cutback. 

For the second time in two months S SC&B has circulated a letter among radio 
stations eliciting their willingness to take the S&H trading stamp business at 
local rates. 

The latest letter, signed by staff buyer J. Bryan Barry, notes that some stations have 
indicated a disposition to give the account local status and asks those who think S&H ought 
to pay the national rate to state their reasoning. 

20 sponsor • 16 july 1962 

SPONSOR-SCOPE continued 

Metrecal (K&E) is doing its network tv buying this time on a 26-week basis, 
instead of the previous quarterly arrangement. 

The first order has gone to ABC TV, for about $1 million, with another §1.5 mil- 
lion to come and that will include participation in new documentaries. 

Dalton, the maker of Metrecal, will be using these network participations along with spot 
tv to introduce some new products. 

Some 50 accounts with stakes in tv switched agencies during the first six 
months of 1962, but the substantial amounts involved had to do more with indi- 
vidual brands than corporate budgets. 

To illustrate the point: the standout reassignments this first half were Belair and Betty 
Crocker mixes, whereas the first six months of 1961 saw such eyebrow-lifting migrations as 
Texaco ($18 million) and Liggett & Myers ($17 million). 

Among the budget shifts for the initial half of 1962: 




Betty Crocker 


Needham, L&B 


B&W's Belair 


Keyes, M&J 










Chun King 





(New products) 







Burgermeister Beer 


Post & Mohr 


Cluett, Peabody 

Lennen & Newell 

Young & Rubicam 


J. Nelson Prewitt 

Hanford & Greenfield 

John Shaw 


Union Oil of Calif. 

Young & Rubicam 

Smock, Debnam, Waddell 


American Cyanamid 

Erwin Wasey-R&R 

Dancer, F&S 


Helene Curtis 


J. Walter Thompson 


Electric Autolite 




Lanolin Plus 


Daniel & Charles 


Scott Tissues 

J. Walter Thompson 



Esquire Shoe Products 




Duncan Hines mixes 








Jif Peanut Butter 




'Portable appliances. 

Grey seems to have come out strongest 

on the agency credit s 


in all the 

backing and hauling 

of ad budgets that took 

place the first half of this year. 

Here's how the account migrating balanced out during that period for i 

•everal agencies, 

as calculated by SPONSOR-SCOPE: 

















J. Walter Thompson 














Bayuk (Wermen & Schorr) will be using both spot tv and spot radio exclu- 
sively for the coming season. 

The tv campaign will be of the flight sort, adding up to about 20 weeks the year, 
while radio will consist mostly of sports participations or adjacencies. 

• 16 JULY 1962 



SPONSOR-SCOPE continued 

Remember when ABC TV management contended that its 1961-62 nighttime 
schedule would get off to a better start if the new series and originals of holdovers 
had been unveiled somewhat earlier? 

Well, it appears that the other networks this fall will again have the advantage of 
earlier jumpoffs. 

As of this week ABC TV has 13 series scheduled for curtain-lifting on 1 Octo- 
ber or thereafter, while the introduction line by that time will be down to three on NBC TV 
and five on CBS TV. 

For oldtimers in the field of air media entertainment the exit of MCA from the 
talent agency business this week represents the lowering of the curtain on a era. 

MCA became a talent selling power in radio at the start of the '30s by first selling bands 
to such accounts as Lady Esther (Wayne King), Plough (Guy Lombardo), Cutex (Phil 
Harris), Pepsodent (Eddie Duchin) and to Pabst (Ben Bernie). 

In quick time this hardhitting invasion extended to singers and comedians, like Jack 
Benny, Jimmy Durante, Eddie Cantor and Joe Penner. 

When tv came along MCA no longer confined itself to booking of talent but plunged 
headlong into the packaging business, becoming quite a power in that area. 

By turning to tv film production on a va9t scale MCA posed a problem for 
Hollywood's talent union, the Screen Actors Guild and the upshot of that problem was 
a notice to MCA last October that it couldn't be both a buyer and seller of talent, and 
to make a choice. 

MCA elected to surrender its SAG agency franchise and get out of the talent field. 

Nielsen has come up with an answer to this question for its NSI surveys: how 
much would the viewing figures differ if non-cooperative homes as well as coopera- 
tive homes were counted. 

The answer: no more than 1-2%. 

What got Nielsen started on this tack was the raising of such a question in the report that 
researcher William Madow made to the Harris House subcommittee back in 1961. 

In quest of this margin Nielsen made over 40,000 phone calls in 52 markets. 

To put the answer in ratings terms: if the cooperative homes gave a show a 20 rat- 
ing, the inclusion of those who aren't disposed to participate would theoretically 
reduce that rating to an 18 or 19. 

CBS TV can point with pride to the fact that come next season it will again 
have a virtual monopoly of sponsored symphonic music. 

Shell has already given the network an order for four Leonard Bernstein young peo- 
ples concerts and there's a confirming memo for four more by the same conductor 
floating around the Ford offices in Detroit. 

Shell's bill for time and program will come to around $750,000. 

If you're one of those who still sentimentalizes over the old days of sponsor 
identification, be prepared to shed a tear when you scan the list of products this 
fall on NBC TV's Saturday Night at the Movies. 

The network has for purposes of product protection broken this two-hour event into 
three 40-minute segments and there's a good possibility, with stationbreaks included. 
there'll be more than one trio of competitive products. 

You'll also find something of the same thing in connection with the Virginian. 

For other news coverage in this issue: see Sponsor- Week, page 7; Sponsor 
Week Wrap-Up, page 50; Washington Week, page 55; sponsor Hears, page 58; Tv and 
Radio Newsmakers, page 64; and Spot Scope, page 56. 

22 SPONSOR • 16 JWLY 1? 





Raleigh-Durham, N.C. 

Represented Nationally by H-R 

She came to see us last year . . . along with 
52,000 other Carolinians. Just two little feet 
out of the 104,000 that walked into our studios. 
■ Some were the feet of adults who came to 
watch live wrestling-'' or to dance on the Woody 
Hayes Open House' 21 . Others were the feet of 
youngsters who marched and played games 
with Cap'n Five' 3: . ■ After the show— like this 
little girl— they all go back home to keep on 
watching us. Having been right here with us, 
somehow they feel just a little closer to us now. 

(1) Professional Wrestling / Sat. 5:30-6:30 PM 

NSI Rating 21.5; 54.100 Homes 

(2) Woody Hayes Open House/Sun. 5:00-6:00 PM 

23,800 NSI Homes 

(3) Cap'n Five / Mon.-Fri. 5:00-6:00 PM 

47,000 ARB Homes; NSI Rating 23.5 


SPONSOR • 16 J I I.Y 1062 

This is just one of the 
faces of Florence 

Florence has more than beauty. 
Florence has the vitality of the new South, 

the scope of fertile fields, the energy of 
industry. And Florence has WBTW, 
a television station whose signal 

unifies the fourth largest single- 
station market in the nation. 


Florence, South Carolina 

Channel 8 • Maximum power • Maximum 
Represented nationally by Young Television C 

A Jefferson Standard station affiliate( 
WBT and WBTV, Charlotte 


*nr ii 


Here is an eye-opening report on problems, leaders, 
specialties of the more than 450 firms in the field 

I hi< year, despite a reported slump (blamed on everything From 
the high eosl in residual payments to the uneasy stock market, from 
FTC pressures against "misleading" advertising to the businessman's 
general mistrust of the Kennedy administration), the t\ commercials 
industry will gross an estimated $75 million. It i- b) far the Largest 
"advertising service industry" ever created. Nothing like it exists for 
agencies and advertisers in any other medium. 

Yet, despite it- importance, it i- comparatively little-known and 
little-understood within advertising circle-, except 1>\ a^encj creative 


16 jlly 1962 

executives involved with commer- 

This week, as a service to readers. 
sponsor reports on this vital, complex 
industry, its prohlems, its leaders, its 
<li\ ersities, its specialties: its whats, 
its wheres, its hows. 

To begin with, television commer- 
cials now fall into two major cate- 
gories: film and live/tape. Film, of 
course, is further subdivided, with 
live action and animation its chief 
types or forms. The 450-plus produc- 
tion companies stretch literally from 
coast to coast, but at least 80% of 
all tv commercials business is done in 
New York. And, as in all industry, 
a select few account for the lion's 
share of that business. 

Major factors. According to 
best estimates — based on conversa- 
tions with agencies, festival organi- 
zations, and film producers them- 
selves — some 12 commercial produc- 
ers emerge as the "major factors" in 
the major production type, film. Of 
these, 11 are headquartered in New 
York, one in Chicago. 

It is generally agreed that two of 
these companies — MPO Videotronics 
and Filmways — lead the field, both in 
production schedules and total bill- 

MPO, which began as an industrial 
film producer, has more or less grown 

up with television. Its growth, es- 
pecially during the past 10 years, is 
illustrated by an So. 3 million gross 
in 1901, the highest ever recorded 
( although earnings in 1901 were not 
as high as in 1900, President Judd L. 
Pollock has told shareholders) . 

Expansion program. With pro- 
duction facilities on both coasts, the 
company recently announced a $2 
million expansion program, which 
will see nine new studios in New 
York's Grand Central area. Con- 
cerned mostly with live action. MPO 
has interest in a subsidiary, Eastern 
Effects, which does its optical work. 
Most agencies cite the companv for 
its direction, design, staging and 
overall production values. It cap- 
tured the Grand Prix at the Interna- 
tional Advertising Film Festival in 
Venice last month for its commercial. 
"Who Says Beer is a Man's Bever- 
age?", produced for United Brewers 
through J. Walter Thompson, a film 
which also took top honors at the 
International Broadcasting Awards in 
Hollywood in April and the Interna- 
tional Film Festival of New York last 
October. MPO was also cited 13 
times (with two "best in category" 
awards I at the American TV Com- 
mercials Festival in May. 

Filmways. at the height of success. 
has been rumored for some months 

to be "edging out of the commercials 
field and into feature films." Film- 
ways' management categorically de- 
nies this. While it has scored suc- 
cess with feature films (its most 
recent: Boys' Night Out with Kim 
Novak) its commercial film produc- 
tion has not been affected. Mostly 
live action (with Cineffects doing 
most of its optical work), Filmways 
is known in the industry for what one 
agency man calls its "expert, truly 
professional organization." Though 
not identified with its directors as 
strongly as MPO, Filmways is in- 
variably cited for its overall produc- 
tion values. Among its more recent 
prize-winners: "Newly weds" for 
Procter & Gamble, through Leo Bur- 
nett, Chicago. 

Noted for photography. Third 

house oh most observers' lists is El- 
liot. Unger & Elliot. Growing up in 
the industry on a selective basis 
I mostly working with package goods 
and live models), Elliot. Unger & 
Elliot is always mentioned first and 
foremost for its "beautiful photogra- 
phy. ' Most industrv men feel this is 
due in the main to the still photogra- 
phy experience brought to the firm 
by the Elliot brothers themselves, 
Mike and Steve. The company copped 
two first prizes, in the apparel and 
appliance categories, at this years 

MAJOR FIRMS: Though fully diversified, Van Praag Productions of New York (I) gained reputation for automotive commercials. Fred A. Niles 
Communications Center, Chicago (r), is considered only 'major' production house headquartering outside of New York, now serves entire nation 


SPONSOR • 16 JUL1 1 ( )()2 

American T\ Commercials Festival, 

one fm "'Sweaters of Orion" (Du- 
I'ont. through BBDO), the other for 

''Little (liil" I Xerox Corp.. through 

Papert, Koenig S Lois I . Elliot, I ri- 
se] & Elliot is now a subsidiary of 

Columbia-Screen Cem-. although 
theii operations are entirel) separate. 
Fourth and fifth in importance to 
the industry as a w hole i a»ain through 
Bgenc) and producer eyes, based on 
production schedules and billings) 
are Television Graphics and Sana. 
Television Graphics, which in the last 
year also has moved into new facili- 
ties in New York, has risen from an 
■Sects-and-graphics house into a maj- 
or diversified operation. Its strong 
point still, however, is its effects 
photograph). \n industry rouser 
(and. incidentally, one of tv's most 
controversial commercials) was its 
"Cup-and-a-half" film for Instant 
Maxwell House, through Benton & 
Bowles. Sarra. which began with a 
still photography background similar 
to Elliot. Unger & Elliot's, now has 
major studios in both New York and 
Chicago, is known primarily for its 
photography excellence, is also cited 
frequently by awards committees for 
its effects and animation. 

Chicago giant. The sixth-rated 
house. Fred \. Niles Communica- 
tions Center, is the only major pro- 
ducer headquartering out of Yew 
York. And although it now has fa- 
cilities in Yew York, as well as Los 
Ingeles, its home and heart is Chi- 
G&go. It is. in fact, something of a 
giant in midwest advertising circles. 
laving built its organization through 
service to smaller agencies, where the 
all-important job of actually creating 
commercials Istoryboard on up'i is 
less active. Two years ago, Niles was 
creating 60 to ~0 r i of aW commer- 
cials. Last year thej created between 
3.Y40' i . This difference in percent- 
ages is accounted for by the com- 
pany's notable expansion. Fred Niles 
himself sees the company as covering 
a "midwest diamond" — that is. from 
Minneapolis to Pittsburgh, from New 
Orleans to Omaha, thus serving the 



IFASTEST RISER in last year, say observers, was 
On-Film, shown here producing a commercial for 
General Electric washers in New York studios 


16 JULY 1962 

STATION entry into tape commercial field is exemplified by KTTV Productions, Los Angeles, here in production of Italian Swiss Colony wine 
commercial (I), while cost-saving production of commercials in Europe is exemplified by Filmex, here shooting for Revlon International in Nice, 
France. Industry observers say European location saves 40%, mainly in labor and talent. Filmex has studios in New York, Fort Lauderdale as well 

giants as well as the pygmies. Niles 
does work for virtually all the major 
agencies in Chicago, Cleveland, St. 
Louis, and Minneapolis in his Chica- 
go complex, while all business east 
of Pittsburgh goes to the New York 
studios, all business west of Omaha 
to the West Coast operation. Among 
Niles' major accounts: Procter & 
Gamble (Tatham Laird, Chicago and 
Gardner, St. Louis) ; Pillsburv 
(Campbell-Mithun. Minneapolis) : 
American Oil (D'An • . Chicago) : 
Standard Oil of Ohio \ McCann-Erick- 
son) ; Coca Cola (McCann-Erickson, 

Fastest riser. Of the next six 
houses, it is generally agreed that 
On-Film has been the fastest riser in 
the business in the past year. Agen- 
cies have tossed about such superla- 
tives as "imaginative." "tremendous- 
ly creative photography," "expert di- 
rection" and "quality throughout" in 
discussing this relative newcomer to 
the tv commercials field. 

Now in its 13th year as a company, 
headquartering in Princeton, N. J., 
but with New York offices and facili- 
ties, On-Film began as an industrial 
film house, has been developing ;i 
staff of writers and film designers 
able to rotate from non-theatrical film 
to commercial work in order to "gel 
'lilfcrent points of view, be livelier." 
In addition, On-Film conducts a con- 
tinuing experimental program of its 
own, at its own expense, seeking new 

ways to sell a product (i.e. softness, 
sweetness, hardness) , results of which 
are passed on to the actual film 
makers. Some 35 tv and non-theatric- 
al films are currently in production, 
and On-Film management reports 
that, in spite of the recent general 
slump, May was the biggest produc- 
tion-and-billing month in its history. 
Although On-Film made its repu- 
tation initially through Johnson & 
Johnson commercials (Young & Rubi- 
cam), it has moved into industry- 
wide coverage, with work for Alcoa, 
Pillsbury and Chevrolet this year's 
main achievements. 

Expansion for Lawrence? The 

industry at large is waiting to see 
what effect Robert Lawrence Produc- 
tions' dissolvement with General Tele- 
radio, its "parent" for so many years, 
portends. Many feel it ex- 
pansion. Seventh in observers' ranks, 
Lawrence was a pioneer ir Lv com- 
mercials, is noted primarily for its 
"excellent service organization, its 
aggressive, on-the-ball administra- 
tion." Lawrence came away from the 
International Advertising Film Festi- 
val in Venice this spring with the 
coveted Coppa di Venezia I "Cup of 
Venice") award for the best general 
production of a minimum of six com- 
mercials. It is also an important fac- 
tor in Canadian tv film production, 
with separate facilities in Toronto. In 
Lawrence's case, too, a particular di- 
rector — Jem Scbnitzer -is invari- 

abl) mentioned by agency creative 
heads, his work for Chevrolet being 
"greatly admired." 

Four more. The four remaining 
"major factors" stack up as follows, 
according to agency-producer opin- 

Van Praag Productions of New 
York, beaded by William Van Praag, 
former president of the Film Produc- 
ers Association, is a "specialist in the 
automotive field, and — though diver- 
sified — enjoys reputation for its auto- 
mobile commercials." 

VPI Productions, headed bv 
George Tompkins, a former agency 
production executive, is cited for its 
"class" photography, its stress onj 
production values. Live action onlv, 
VPPs Volkswagen films have been 
notable entries at film festivals. Its 
work for Kellogg is commended as 
well. Many observers feel it is 
building up like On-Film and is i 
headed toward lop-echelon ranks. 

TeleVideo Productions, headed bv 
Lew Pollack, is little more than a 
year old. but its live action work, 
with emphasis on the outdoors, has 
iz i \ « ■ 1 1 it an impressive status. Its 
Knorr soup commercials, along with 
recent Pepsi-Cola spots, make it a 
compan) "well worth watching." 

\udio Productions, now equipped 

for live action, animation and stop 

motion, is seen as "a solid industrial 

film organization, active with tv com- 

(Please turn to page 15) 



16 july 1962 


ABC, CBS, MBS, and NBC have a hatch of capable 


exees >v 



determine r tv's course 

Here are eareer capsules of execs aged 10 or under; 
a radio prexy is 3tt, three 'number 2* men are in 'M)> 

ucli like Project Mercun's as- 
tronauts, the radio and tv networks 
have a group of young (40 and 
under I and able men, typical yet not 
dike, who 1>\ die force of some 
amalgam of qualities have attained 
the necessary "threshold velocity" to 
orbil them into (he track of top- 
echelon broadcasting executives. 

Whatever it takes to overcome the 
stresses and strains encountered by 
top-flight execs, certainly the ingre- 
dients may be found in abundance in 
Julius Barnathan, 35, ABC TV vice 
president and general manager; 
Frank J. Shakespeare, Jr., 37, CBS 
I \ \ ice president and assistant to 
CBS TV president James T. Aubre\ . 
Jr.. and Frank Erwin, 30, assistant 
to Mutual Broadcasting System presi- 
dent Robert F. Hurleigh. 

Each is the "number two man" at 
his respective network. Shakespeare, 
if currency is to be given to persist- 
ent trade rumors, would soon become 
CBS TV's "number one man" if 
Aubrey were to fill the lucrative post 
Reentry vacated at 20th Century-Fox 
b) Spyros Skouras. 

Barnathan took his present post 
ifour months ago. simultaneously with 
Thomas W. Moore's appointment as 
vice president in charge of the tv net- 
work after Oliver Treyz departed. 
Before the move. Barnathan had been 
ABC 1 \ p&o's president. 

Joining ABC in 1954, he became 
tv research manager in 1956 and re- 
search director in 1957. He was 
named vice president in charge of 
research in 1959 and vice president 
of affiliated tv stations soon after. 
Before joining ABC. he was director 
of media research and statistical 
Btaalysis with Kenyon & Eckhardt. 

Shakespeare, prior to his present 
appointment 15 Januan . had been 

vice president of the CBS TV sta- 
tions division and WCBS-TV, New 
York, general manager since 1959. 
He joined CBS as a tv spot sales ac- 
count executive in 1950. 

In 1954, he became WCBS-TY iien- 
eral sales manager, and three years 
later, general manager of WXIX. then 
a CBS o&o in Milwaukee. In 1958 
he returned to New York as WCBS- 
TV general manager and continued 
his climb. 

Shakespeare entered broadcasting 
in 1949 as assistant to the sales man- 
ager of WOR, New York. Previously, 
he had been with Procter & Gamble. 

In I960. Shakespeare was named 

"1 OUng M.lli of the ^ " bj the 

Young Men's Board of Trade oi New 

^ oi k. I le w.i- one oi foui cited foi 
distinction in his particular field. 

Erwin, who was promoted i" his 
presenl position in 1 ( >.">9, is respon- 
sible for all MB"* personnel, adminifl 
tration decisions and policy planning 
in programing, station affiliations and 
all other network business. 

He joined the radio web in 1957 
as a clerk in the cooperative | no- 
graining department and a few 
months later was made that depart- 
ment's director. He was elected as- 
sistant treasurer of the company in 

For several years prior to joining 
MI5S. Erwin \\a> active in the techni- 
cal production of motion picture and 
l\ features. 

Following, in network groupings, 
are brief biographies of other (and 
l'\ no means all I outstanding radio 

Among the dozens of 'young bloods' at ABC 










16 july 1962 


A few early arrivals at CBS executive suites 








and tv execs, who have not yet 
reached the August of their years, 
and with whom, in most cases, ad- 
vertisers and agencies often come 
into contact. 

Among the many young executive 
luminaries at ABC is Alfred R. 
Schneider, 36, who was appointed 
vice president and assistant to the 
executive vice president (Simon B. 
Siegel) of American Broadcasting- 
Paramount Theatres. Inc., and its 
ABC division less than a month ago. 

Joining ABC's legal department in 
1952, Schneider was promoted to 
assistant director, business affairs for 
ABC TV in 1954. From 1955 to 1960 
he was with CBS TV, where he rose 
to executive assistant to the CBS TV 
president. He returned to ABC as 
vice president in charge of adminis- 
tration in 1960. 

Kdgar .1. Scherick. '17. Ii.i- hern 
ABC vice president in charge of tv 
network sales for II! months. Before 
taking the post, he headed his own 
company. Sports Programs, Inc., f<>i 
four years, in which he negotiated 
foi and produi >-<\ live spoi ting events. 

Prior to this he was sports specialist 
for CBS TV. 

From 1950-56, Scherick was with 
Dancer-Fitzgerald-Sample as asso- 
ciate media director, account execu- 
tive and sports and special events 

Theodore F. Shaker. 40. was 
elected president of ABC TV o&o's 
less than four months ago as 
Barnathan's successor. Shaker joined 
ABC in June 1961, when ABC TV 
National Station Sales was formed, 
as vice president and general manager 

Two executives 

in top posts 

at Mutual are 

aged 30 and 32 

of the sales arm for the ABC TV 
o&o's. He was named president the 
following month. Previously he had 
been CBS TV network program sales 
director for a year and a half. 

Shaker had been with CBS since 
1951, beginning as a tv spot sales 
account executive in Chicago. He was 
transferred to New York and in 1954 
became general sales manager of 
WXIX-TV, Milwaukee. He returned 
to New York in 1956 and CBS TV 
network program sales director. 

Prior to 1951, Shaker had been 
with the Katz Agency. Farm & Ranch 
magazine and Lorenzen & Thompson 
(now Shannon & Associates). 

Robert R. Pauley, 38, was elected 
president of ABC Radio in September 
1961. Now one of broadcasting's 
prominent leaders, he joined ABC 
Radio in 1957 as an account execu- 
tive, was named eastern sales manager 
of the network in March 1959 and 
took charge of the network as vice 
president in 1960. 

Before that, Pauley had been an 
account executive for CBS Radio, an 
associate account executive with 
Benton & Bowles, and an account 
executive for both NBC Radio and 
WOR, New York. 

James E. Duffy, 36, was upped to 
vice president in charge of ABC 
Radio sales in the fame move which 
made Pauley president. Duffy had 
been national director of ABC Radio 
sales since April 1961. 

He joined ABC 12 years ago, be- 
ginning in the publicity department. 
He was made assistant publicity di- 
rector in 1952 and soon was pro- 
moted to advertising and promotion 
director for the central division. In 
the years that followed he became an 
ABC Radio account executive, an 





16 JULY 1962 

ABC T\ account executive in the 
central division and sales director 
for UJC Radio's central division. 
At CBS, the crowded "bright- 

young-men" list include- Michael II. 
Dann, 40, who has hen CBS T\ 
vice president in charge of network 
programs. New s oik. since March 
L958. For a short time before that 
he had been president of llenix Jaffe 
I nterprises. 

Prior to his association with Jaffe. 
Dann had been with NBC as trade 
and business Dews editor, director of 
the program department and linalb 
as \ ice president in charge of pro- 
gram -ales. He started his broad- 
casting career as a comedv writer. 

Salvatore J. Iannucci, Jr., 35, was 
appointed CBS TV vice president, 
business affairs, on 29 May. He 
joined the network's business affairs 
department in 1954. 

For the past two years, he has 
been business affairs director and 
prior to that was director of con- 
tracts — Talents and Rights — for one 
year. Before joinning CBS. Iannucci 
was with the legal departments of 
\HC and RC\. 

Lawrence White. .'?<>. was named 
CBS TV vice president, daytime pro- 
grams, in February 1961. He joined 
the network as director of daytime 
programs in 1959. 

Before joinning CBS TV, \\ hite 
had been with Benton & Bowles for 
eight vears. where he was. succes- 
sively, a staff producer and director, 
supervisor of programs, and pro- 
graming director. He also was execu- 
tive producer of the agency's two 
half-hour daytime serials on CBS TV. 
Edge of Night, and As the World 

White had been with (he DuMont 
Television Network since 101" as a 
producer-director and script editor 
before joining B&B. 

Gerald J. Leider. 31, was named 
to the newly created position of pro- 
gram sales director for CBS TV last 
August. He is responsible for the 
development of closer liaison between 
the program and sales departments 
and also serves as an executive on 
the network's planning board. He 
joined CBS TV in 1960. 

A Syracuse University graduate. 
Leider studied the theater for one 
year in England on a Fulbright 


\\ . Thomas Dawson, 33, was ap- 
pointed vice president, information 

service- for (IBS Radio in 1961. 
Since January I960 lie had been 
serving as vice president in charge 
of advertising and promotion f"i 
CBS Radio. Before joining CBS 
Radio, he served a- direCtOl "I -alc- 

promotion and research for CBS TV 
Spot Sale- since 1057. 

Before that. Daw -on had been with 
WBBM-TY. CBS .,&,». Chicago: KHJ- 
TV, and KTTV (TV) both Los 

v\ Belding, and became an assistant 
a< i ounl exe< utive. 

In 1948 he served Hill. nan Publi 
cations as feature editor, and in I'M" 
joined NB< as assistant to the man* 
ager of advertising and promotion 
foi NBl Spot Sales. In 1951 he 
joined \l>i l'\ as a sales presents 

lion writer and was promoted nlti 

matel) to \ ice president in chai g< 
\IK Radio in 1955. 

I >ni gin retui ned i" NB( in 1! '57 as 
sice president in charge of sales plan- 
ning for the i\ network, lb- was ap- 

Members of NBC execs '40-and-under' club 







Angeles, KGBC, Galveston, and the 
American Research Bureau. 

He began his broadcasting career 
in 1947 with KTBC. CBS Radio 
affiliate, Austin. He was a founder 
of the Broadcasters' Promotion Assn. 
and is a member of the Sales Pro- 
motion Executives Assn. 

At NBC, any list of young execu- 
tive leaders would include Don 
Durgin. 3<°>. NBC TV network sales 
vice president, who began his broad- 
casting and sales career in the t< 
search department of Foote. Cone 

pointed to vice president, national 
sales manager, tv network sales, in 
1958 and was named to his present 
post in 1959. 

Edwin S. Friendly, Jr., W.NBCTV 
vice president, program administra- 
tion, joined the network in 1050 as 
director, special program sales, and 
was named director of program ad- 
ministration in 1960. 

From 1956 to 1959, Friendlj was 
with CBS as daytime program di- 
rector. Prior to that he was with 
' Please turn to page \8 I 


16 july 1962 



^ Among the pros who lahor along adman row there 
are many who are vague on certain agency procedures 

^ Here's the answer to one vexing query : what happens 
at an agency after the timebuyer writes out the order 


n the business of broadcast adver- 
tising where men (and women) are 
geared to cope with countless com- 
plexities, there exists a seemingly 
simple agency procedure which, to 
stations and reps, could very well be 

performed in the impenetrable con- 
fines of the Twilight Zone. The mys- 
tery: just what takes place at a large 
ad agency after a timebuyer writes 
out an order? 

Almost everyone in the business is 

aware that paperwork — mountains of 
it — is part and parcel of any radio or 
tv buy. So much so that the words 
"spot paper jungle" have achieved a 
certain notoriety along Madison Ave- 
nue. In 1957, sponsor worked for 
solutions to the paper jungle. (An 
article, "Let's Cut Spots Paper Maze," 
2 March 1957, explored the trouble 
areas and listed possible solutions) . 
Despite establishment of the recent 
central billing houses, it is still a mys- 
tery to many just why certain agen- 
cies are choked by detailed work. 
What happens, step by step, once a 

Here is a step by step look at what happens at Grey after 

4 MAKING a sales pitch to Joan Shelt, Grey timebuyer on the Ward Baking account, is 
™" Joe Gavin of Blair-TV who has just sold her a special package on WDSU-TV, New 
Orleans. Once the verbal "buy" is made, Miss Shelt proceeds to fill out a detailed buy sheet 
tisting all purchase data. When there are market problems she consults planning committee 

*% ESTIMATING is the next step in the 

Grey set-up. Shown here is estimator 

Roberta Korn who draws up copies of the 

estimate for buyer, biller, the client, etc. 



16 july 1962 

Bmebuyei writes oul an order? To 
Answer the question, sponsor wenl i" 
tliKi' lop air billing agencies -Leo 
Burnett, Ted Bates, and Grej t" gel 
a step-by-step account of what takes 
place and how it differs in cadi shop. 

While three agencies are haidl\ 

representative of all timebuying pro- 
cedures, they illustrate that although 
mam processes follow a similarit) in 
pattern, each agenc) has it- own 
working methods. 

At Burnett, for example, com- 
puters and IBM machines do a good 
share of the work which i> handled 
by man power in a great main of the 
other agencies. Here is the general 
procedure that takes place at Burnett: 

\lier the timebuyer make- a verbal 

a i eement w ith the station rep t"t a 
specific purchase and the rep < on- 
firms I vei ball) 01 b) lettei I aftei de 
termining that the Bpol availabilit) 
i emains, the timebu) ei then fills oul 
.1 timebuyei 'a work sheet. 

The work sheet then goes i" a ke) 
punch operator in the agene\\ inte- 
grated data processing center. [Tie 

information is recorded on an IBM 

punch card, then fed into a computer. 
I he computer then acts I" : 

I i compute and w rile the station 
contract and estimate; ~ i w i ite out 
the billing to the client: '■*> i write uut 
the actual check in payment to the 
station. Human hands and the I . S. 
mails then linsh the job. 

\t Hales, the procedure- begin 

much as the) do at Bui netl v\ ith 
filling "Mi of the w.ik sheet b) the 
timebuyer. This is done imraediatel) 
follow i 1 1 •_■ the vei bal pun base m ith all 
details i oncei ning the part ii ulai 
-i hedule ini luded on th< foi tn Bheet. 

W lien the \ei |.,ll < . . 1 1 f 1 1 Ml.lll-ll I- 

received, the foi m i- then sent to the 
duplicating department where the re 
quired numbei "I i opies are pro 

duced and -rut to ilir bu) ei 

I ..pi.-- .ii.' immediatel) dispatched 
to the traffic department, tin- 9po1 '--ii 
mat. .1 . .mil the -|>"i i "-"i dinatoi . 
Copies I" the client and account 
group an- held in abeyance until all 
the time sheets have been processed 
and collated. 

I pon receipt, the w ritten confii ma 

the buyer writes out the detailed order for broadcast time 

^ IMPORTANT sequence following the writing of the timebuy- 

ing order at Grey is plans session involving (seated l-r) Blair's 

Joe Gavin, Grey timebuyer Joan Shelt, account men John Carpender, 

I Joe Mascuch, and (standing) George Graham, assistant to Miss Shelt 

A IMMEDIATELY following station buy, Grey's Ward Baiting 

account men (l-r) Joseph L. Mascuch and John N. Carpender, 

travel to regional bakery site (where buy is made) and through 

presentations inform Ward retailers, route salesmen about purchase 


16 JTLY 1962 

C IMPORTANT immediate follow-up step after order is verified 

■ and drawn up is handled by Herbert Dixon (I), Grey bitter, shown 

here with estimator Roberta Korn. Dixon checks out station affidavits 

and invoices. If they coincide with order, he okays them for payment 


tion is carefully checked against the 
time sheet and any discrepancies are 
immediately hrought to the represen- 
tative's attention. The current sched- 
ule is then determined and, if neces- 
sary, a revised time sheet is produced 
and routed. 

Once the formal estimate is in the 
hands of the buyer, he must then 
check carefully to see that it agrees 
with his estimate and. with the au- 
thorized budget. Adjustments — al- 
though seldom necessary, according 
to a Bates spokesman — are made as 
soon as possible. 

Contrary to the general consensus 
of opinion, the buyer's job is far from 
complete even after the schedule — or 
schedules, whatever the case may be 

— have been placed, written, con- 
firmed. The buyer must continually 
keep abreast of events that may affect 
his client's schedule. In these in- 
stances, changes must be made quick- 
ly and the steps outlined above, re- 

Among the many things that may 
trigger a scheduling change-over are 
these: 1) increased/ decreased spot 
costs; 2 1 increased/decreased rates 
of expenditures; 3) placement of 
competitive products within network 
shows adjacent to the client's stop 
schedule: ll placement of the client's 
brand in network shows adjacent to 
the spot schedule; 5) availability of 
more desirable spots on competing 
Nations; 6) decline in efficiency of 

On the alert for new availabilities 

6 CONSTANTLY on the alert for better availabilities is Grey Ward Baking account time- 
" buyer Joan Shelt (r), busy consulting with Grey's supervisor of spot broadcast, Joan 
Stark. When better availabilities present themselves, cancellations and changes are made 

current spots; 7) pre-emptions and 
subsequent negotiations for appropri- 
ate makegoods. 

At Grey, the first step following 
an order is similar. A detailed work 
— or buy — sheet (referred to with 
diverse labels, but comparable in 
size, shape, and content) is filled out 
by the timebuyer once the verbal 
transaction has been completed. 

However, as soon as it has been 
completed by the timebuyer, the buy 
sheet goes directly to the estimator. 
Once in the hands of the estimator, 
the buy sheet is carefully checked 
against SRDS to verify that the pur- 
chase price negotiated by the time- 
buyer compares with the prevailing 
rates. According to a Grey spokes- 
man, this procedure may serve to 
point out where a saving can be put 
into effect. If the client is also buy- 
ing through other agencies, it could 
change the rate structure. 

Following the verification process, 
the estimator draws up an official 
estimate and copies are distributed 
among those concerned: the time- 
buyer, account men, and the client. 

The same documented estimate 
goes to the agency biller who then 
checks the details against invoices 
and station affidavits. Still another 
copy of the estimate is sent to Broad- 
cast Advertiser Reports, Inc. a moni- 
toring service to which Grey sub- 
scribes as added protection for its 
clients. BAR checks the stations for 
triple spotting, product separation, 

When a BAR report shows a dis- 
crepancy in a station fulfillment, the 
agency then proceeds to work out a 
credit or makegood arrangement with 
the broadcaster. 

The timebuyer's work, however, 
does not cease at this point. He is 
constantly on the prowl for better 
spot availabilities and he continues 
to listen to competitive rep pitches. 
When "something better" presents it- 
self, cancellations and changes are 

The timebuyer continues to "moth- 
er hen" the account and should the 
occasion warrant it he often calls 
upon the service of the six-man 
planners group whose function is to 
help find a solution to an unexpected 
problem. ^ 



16 july 1962 

LISTENING to creative copy for humorous new No-Cal and Quinine water spots for this year's heavy radio campaign are (l-r) Ray Largo, vice 
president and account supervisor, Gardner Advertising; Morris Kirsch, president of Kirsch Beverages; Milton Wolff, advertising manager 


^ No-Cal Corp. nearly doubles station list in effort to 
eateh more of fast-growing low-ealorie beverage market 

^ Humorous copy and fewer, longer spots part of new 
radio formula for higher listenership and greater selling 

^%^ weight-conscious Americans 
slim down, radio billings are getting 
fatter in No-Cal Corp. bottling areas. 
After a highly successful radio cam- 
paign last \ear. the company has 
nearh doubled the number of sta- 
tions used. At the same time, expen- 
ditures in the medium increased 
slightly, from about $450,000 to 

With radio as the "bulwark and 
foundation" of No-Cal's advertising 
strategy . the beverage's sales curve 
has been one of continuous growth 

since its introduction in 1952. Last 
year sales jumped 25% over 1960 
and in the first quarter of this year 
they wore up 35%, according to Mil- 
ton Wolff, advertising manager of 

Although the first dietetic soft 
drink to appear on the market. No- 
Cal faced giant competition from 
both popular soft drink and dietary 
products well established. Morris 
Kirsch. president of Kirsch Bever- 
ages (No-Cal is a Kirsch subsidiary I . 
was convinced radio stations should 

be used to push No-Cal in each of 
the company's bottling areas. The 
general opinion is "it caught like 
wildfire. Now one to four stations 
are being used in each of 16 fran- 
chisee! bottling areas, with newspaper 
ads as a back-up (on about a 60% 
radio, 10" I newspaper basis I . No- 
Cal business has flourished under 
llii- formula, making it the leading 
bottler in the dietetic business for 
the last four years. No-Cal bottling 
areas are concentrated in the East 
Raj Largo, vice president and ac- 
count supervisor for No-Cal at Gard- 
ner Advertising, sees that the alloca- 
tion of money to radio and news- 
papers is carefully worked out with 
franchised bottling companies on the 
basis of an "advertising per case al- 
lowance. " \\ ith tbi- system, as sales 
go up in an area, instead of drop- 
ping, advertising expenditures go up. 

SPONSOR • 16 JULY 1962 


In certain instances spending devi- 
ates, such as when a franchised area 
is newly estahlished or a competitor 
bomhards a market with an unusually 
heavy campaign. 

The company believes that spend- 
ing "x" number of cents on each case 
of No-Cal sold acts as an incentive 
and reward to the bottler as well as a 
boost to the national campaign. Largo 
believes his close work within the 
field is a great asset in choosing the 
best stations and newspapers to sell 
the product. \\»>. it is necessary to 
keep all bottlers working under the 
radio and newspaper formula, "as we 
know this .formula works," he says. 
Judging by the sales records, one 
is not inclined to doubt that the form- 
la works. With two or three low 
calorie soft drink competitors in each 
market I Hoffman, Diet-Rite, Canada 
Dry, Mission, Golden Age, Shasta, 
Hires, and Cott), No-Cal has cap- 
tured more ban half the market in 

major cities such as New York, Buf- 
falo. Philadelphia, and Scranton (in 
New York the share nears 75%). 

This year's renewed big-spend in 
radio varies in two respects: in mar- 
kets "more stations, but fewer spots" 
and in commercials "more time, 
but less frequency" (from 20- and 
30-second spots to all one-minute). 
Adjacencies to newscasts and per- 
sonalities are preferred positions. 

The spots are aired 10 to 150 
times a week per station depending on 
the area (130 in metropolitan New 
York). However, on each of the 22 
stations used — upped 10 from last 
year's total — the spots run throughout 
the day all year long. Largo contends 
that sales are maintained at a high 
level even during winter, as Thanks- 
giving and Christmas refreshments 
make people weight-conscious. 

In place of last year's successful 
theme, "16 ounces that never add a 
pound," a series of 12 one-minute 

MEETING with Ray Largo, copywriter Ken Collins talks over his ideas. Ten spots on No-Cal 
and two on Qui:iinc w. ter were selected to be eiirad o •. sfofior.s in No-Cal's 16 bottling areas 

off-beat commercials were created 
for 1062. Each commercial humor- 
ously dramatizes taste, the non-fat- 
tening aspect, no-deposit bottles, or 
the large variety of flavors and mixes. 
The humor and new twist for spots 
were created by Ken Collins of Gard- 
ner, the comical sketches for news- 
papers were designed by Barney 
Tobey of New Yorker fame. The 12 
commercials are rotated throughout 
the day so that listeners are less like- 
ly to hear the same spot twice. The 
following "Maw-Paw" commercial is 
an example of the copy originality. 

PAW: Did ya slop the hatvgs, Maw? 

MAW: Yeh. 

PAW: Milk the cows? 

MAW: Yeh. 

PAW: Cut the cord wood? 

MAW: Yeh. 

PAW: Ya done good, Maw . . . here's 
your jug. 

MAW: Looks like a bottle of soda pop. 

PAW: That's what to . . . NO-CAL 
soda pop. 

MAW: I DRINKS) Tastes powerful 

PAW: You're gonna drink NO-CAL 
all the time note, Maw. 

MAW: No more moonshine? 

PAW: Nope. You re getting too plump. 
Reckon ya ain't workin hard 
enough. Ya kin drink all the 
NO-CAL you want though. 
Comes in all your favorite fla- 
vors and every bottle's got 16 
ounces that never add a pound. 

Do tell. Well, reckon ah'll am- 
ble down the mountain and get 
a nickle back on this empty 

Don't have to. Man . . . NO- 
CAL comes in them new* (an- 
gled no-deposit, no-return bot- 
tles. Just toss it up in the air 
MAW: <Kk. 

MAW: Good shot, Paw. Give me an- 
other bottle of thai there NO- 
CAL. Figure if I keep on 
drinking it someday ah'll get 
me a job as one of them there 
fashion models. 

PAW: Yeh. 

(Please turn to page 49) 





16 july 1962 


* resented here is sponsor's semi-annual index 
itemizing for quick reference articles that ap- 
peared in the first six months of 1962. Ae/( cate- 
gories, e.g., UHF. BY-LI\ES. have been added. 
The section, ADVERTISERS, has been divided 
into three categories: "General" deals with broad 
media concepts and activities of advertisers not 
specifically related to radio or tv: "Television' 
and "Radio" offer listings of campaigns and case 
histories. Wherever possible, articles have been 
cross-indexed and story headlines reworded to 
guide the reader to his source. 

Issued e\ ei \ <> months 



General : 

( igarettes: Belair $6 million lo KM&J 
Rise in iiuilii participations, <iO-'61 

8 Jan. 

15 Jan., 
IS [an., 

Beei : Schlitz male image like M.ulhoro's 
Food : Borden's image quesl 

Cosmetics: Lanolin I'lu.- takes Haze] Bishop label 29 I en . 
Spanish consumer market >un<-\ : l!< -can I,, t Needed 29 Jan., 

• icati\it\: ISa-is (or salts in advertising . 29 Jan., 

New products tested in Midwest • Feb., 

Schick razors: Co-op ad plan 19 Feb., 

Trade advertising: "Culture" appeal ' lh.iwr' 16 Apr., 

Te-tmarketing new product- 23 Apr., 

Multi 8 -ingle sponsors • '< hrs.) 23 Apr.. 

Criteria for test market (Young) 7 May, 

Sponsor codes will lie spiked 11 June, 

Children select products (Ideal To\ i 25 June 

DuPont sets up consumer arm 25 June 

■ I>. ~ 
P. 17 
p. LO 
p. 12 
p. 10 
p. M 
p. 69 
p. 20 
p. 12 
p. 69 
p. 21 
p. 22 
p. 69 
p. 27 
p. 8 

Television : 

Sport-: WIF Howling 

Tv Result-: Year-end summar) 

Toys: Ideal 

Discount houses! Rapid growth iTvB) 

Gas/oil: Enco reporter 

Beer: Schlitz, Anheuser-Busch 

Food: Arnold'- yea-t g I video yeai 

Cosmetics: total- 
Appliances: Philco's multi million $ program 
Advertisers in public service shows 

I Jan., p. 7 
1 Jan., p. 39 
1 Jan., p. 46 
1 Jan.. p. 48 
8 Jan., p. 16 
8 Jan., p. 16 
8 Jan., p. 30 
8 Jan., p. 54 
15 Jan., p. 27 

Portable hair dryer: Dominion Electric . 
• inema: Disney 
Detergents: Lysol campaign 
Shampoo: Enden's bid to stay on top 

Drugs decongestants: Contac, Trispan. etc. 

Sports: Sponsor patterns set as Natl League grows 
Autos: '62 second qtr., comm'l mins., homes 

22 Jan., p. 
22 Jan., p. 
29 Jan., p. 

5 Feb., p. 

5 Feb., p. 


Travel: Sante Fe Railroad, full schedule 

Downy Fabric Softener, new user of spot 

Household: Weal Ever- cookware on local t\ 

Toys: Remco sponsors ITC's Supercar 

Vans: N. Amer. sponsors "Championship Bridge" 2 Apr., p 

Food: Nabisco, Schroeter, and ad pitches 9 Apr., p. 32 

12 Feb., p. 25 

5 Mar., p. 28 

19 Mar., p 

1'/ Mar., p 

19 Mai i 

. 26 Mar., p 

2 Apr., p. 




Cosmetics: Lanolin Plus' fresh tv face _ 9 Apr., p. 

Sponsor control: CBS' "Defenders" _ 23 Apr., p. 

Religious: Billy Graham series _ 23 Apr., p. 

23 Apr., p. 

23 Apr., p. 




Travel: TWA's ad plan for air disasters 
Gas/oil: New product on tight budgel 
New product li-t: Prime t\ pro-pee t- 30 Apr., p. 9 

Autos: Ford's $8 million -port- bu> 7 May, p. 25 

Oil: Big in news, weather, documentaries, '61 It May, p. 8 

Toy-kid show revolution It May, p. 31 

Cleansers: Glamorene on spot 11 May, p. 11 

Chairbreak audiences: T\B rebuttal to N. Y. Daily 

New products explosion 

"Creative clients": Alcoa, Nabisco, Chevrolet 
Appliance furniture: Local retailer uses color 

Tea : Lipton's campaign . 

\v.i\: 899! budget in tv 

Gas/oil: Chevron dealers back safety belts 

21 May, p 

28 May, p 

28 May, p 

28 May, p, 

28 May, p. 60 
t June. p. 34 
4 June, p. 36 


16 JULY 1962 


Colgate's weekly L. A. movie 11 June. p. 10 

Product groups: Individual accounts on net 11 June, p. 22 

Sponsor codes will be spiked 11 June, p. 27 

Food: Heinz "hidden camera" testimonial- .11 June, p. 38 

License plates: Chicago Currency Exchange 11 June, p. 40 

Drugs: Allerest's three specials on ABC 18 June, p. 12 
ETV underwriters: IBM, Humble Oil. Amer. 

I yanamid 18 June, p. 33 

Steve Allen show: Nat'l advertisers - 25 June, p. 8 

Bell Telephone: Musical specials, NBC - 25 June, p. 10 

Soft drinks: Coke-Pepsi increase ad spending 25 June, p. 27 

\\ hat tobacco sponsors get for their $ on tv .25 June, p. 32 

Auto: MG Midget, teen-show spots ... .25 June, p. 41 

Cosmetics: Cutex eye make-up 25 June, p. 42 

Radio : 

Travel/airlines: Northwest Orient ~ — 1 Jan., p. 26 

Gas/oil: 32 million campaign — 8 Jan., p. 28 

(full story: U. s. radio, January) 
Gas/oil: faults in radio selling (Ohio Oil) 15 Jan., p. 37 

Ice cream: Dairy Queen's Pa. -Ohio drive — 15 Jan., p. 38 

Machinery /agric: Case expands local drive ... ...22 Jan., p. 8 

Why advertisers don't buy by the numbers ... 29 Jan., p. 30 

Food: Italian canned food (Pope) uses spot _ ...29 Jan., p. 38 

Drugs: Cyanamid (Aureomycin) uses farm directors 5 Feb., p. 32 
Camera equip.: Blue Dot flashbulbs (Sylvania) 12 Feb., p. 38 

New advertisers in small markets (PRO) -19 Feb., p. 66 

Cigars: Admiration Nelson —26 Feb., p. 40 

Consumer demand for cigars (chart) .26 Feb., p. 41 

Travel/airlines: Eastern's daily flight info 5 Mar., p. 8 

Sports: Sponsor patterns set as Nat'l League grows 5 Mar., p. 28 
Drugs/toiletries: Product and market revolution ._ 12 Mar., p. 36 
Home town radio, untapped resource for nat'l adv. 

(Hurlbut) _ 12 Mar., p. 

Drugs/vitamins: Tod Labs opens new outlets 19 Mar., p. 

Drugs: Radio bonanza 26 Mar., p. 

Discounters, subject of RAB study —.2 Apr., p 




Gas/oil: Amoco in spot -— . 9 Apr., p. 15 

Travel: W. Va. uses net to lure tourists ... .—16 Apr., p. 10 

Paint mfgr. : Fuller 'pictures' color 16 Apr., p. 33 

Travel/airlines: BOAC broadcasts on jet flights... ...23 Apr., p. 43 

Autos: "Dodge City" wildwest sell . .30 Apr., p. 41 

Auto: Radio doubles Casite sales ... 7 May, p. 37 

Autos: Rambler covers space shots .—14 May, p. 7 

Autos: GM auto air-conditioning units .21 May, p. 44 

New product explosion — - - — 28 May, p. 27 

Banker's Trust: "Sound portraits" . -28 May, p. 42 

Auto: Midas Muffler switches to radio .4 June, p. 20 

Gas/oil: Chevron dealers back safety belts ... 4 June, p. 36 

RAB comm'l winners: Meadow Gold, Gibbs pork, 

Schaefer 11 June, p. 30 

Soft <li inks; Coke-Pepsi increase ad spending 25 June, p. 27 

\uio: Midas Muffler's "Quietville, USA" ... .... 25 June, p. 33 


Kudner: Watson to brd. ch., Purdon pres. _. 1 Jan., p. 7 

TAC (Trans-Lux) gets nine stations 1 Jan., p. 8 

Benton & Bowles: Economic study (consumer ex- 
penditure, wages, etc.) 1 Jan., p. 10 

JWT new subsidiary for program/comm'ls ... 1 Jan., p. 16 

Account changes for 5 major agencies ... 1 Jan., p. 16 

Timebuyers on West Coast _._. 1 Jan.. p. 30 

Burnett: Thompson, from McCann 8 Jan., p. 8 

NL&B: Blair Vedder, Jr., profile ... 8 Jan., p. 26 

B&B: Rich calls tv a "haste-land" —15 Jan., p. 10 

FRC&H: John Ennis, profile .. -15 Jan., p. 35 

Fairfax Cone v. critics of adv. ... 29 Jan., p. 8 

Advertising enters age of computers 29 Jan., p. 25 

Bates' aim in eomm'ls: New faces ... .29 Jan., p. 36 

\ccount switch: Betrj Crocker to NL&B 5 Feb., p. 9 

Top 10 spol si ries: Bates 5 Feb., p. 27 

Y&R 12 Feb., p. 28 

McCann-Erickson ... 19 Feb., p. 31 

J. Walter Thompson 26 Feb., p. 36 

BBDO ... 5 Mar., p. 32 

Compton 12 Mar., p. 32 

Benton & Bowles _ . 19 Mar., p. 31 

Burnett _2 Apr., p. 32 

Esty ; D-F-S _9 Apr., p. 27 

Summary: Top 10 spot agencies ... .16 Apr., p. 29 

Top 10 programs of agencies I B&B, Thompson, 

Y&R) _ __ -12 Feb., p. 19 

Selective buying I Harper, NL&B) . .19 Feb., p. 10 

Agencies to sign union codes; ANA & 4A's agree _5 Mar., p. 7 

Top buyers in the South 19 Mar., p. 37 

Current problems of agencies 2 Apr., p. 23 

A teenage timebuyer (humorous) 9 Apr., p. 34 

Petker suit against Y&R settled 23 Apr., p. 7 

Manoff's media savvy 23 Apr., p. 40 

4A's creative code 30 Apr., p. 7 

BBDO asks aid for computer work 30 Apr., p. 27 

DCS&S's new buying concept .30 Apr., p. 38 

FC&B's James Beach: Nets must streamline to re- 
duce ad costs . 30 Apr., p. 42 

Grey: Howard Eaton, profile 14 May, p. 40 

4A's: John Crichton, pres., profile .21 May, p. 35 

SRA Award winners, three profiles _ 21 May, p. 37 

10 more spot agencies 21 May, p. 42 

Y&R media dept. loses chief, Matthews ... ._ 4 June, p. 7 

Is marketing "dead" as agency function? 4 June, p. 27 

Timebuyer's Twist (humorous) 18 June, p. 36 


(also see network) 

Television : 

"Insurance": 5% of tv budget as radio ratio (KBS)— 1 Jan., p. 8 

Food, Macaroni, spaghetti, etc 1 Jan., p. 

\d volume, '62, radio/tv (Doherty) 1 Jan., p. 

Net show costs C56-'62), below-Iine rise 8 Jan., p. 

Tv penetration per $100 spent (ARB) _ 8 Jan., p. 

Day tv billings' new importance: NBC sales peak _ .22 Jan., p 
Weekend movies: Orig./reruns, ABC & NBC .. .22 Jan., p. 

Sports, Package billings, '61-'62 ... 29 Jan., p. 

Toys: Remco increases tv budget 29 Jan., p. 

Net tv c-p-m level steady (Nielsen) 5 Feb., p. 

Talent billing: Minutes net (ABC) v. minutes gross .12 Feb., p. 

Oil: Tv spending, '61 .._ 12 Feb.. p. 

NBC News estimates loss in '61 12 Feb., p. 

Costs & losses for Glenn shot, 3 nets ... 26 Feb., p 

Kodak & 7-Up on NBC TV .. 26 Feb., p, 

Scott Paper's $6 million to NBC TV .. 5 Mar., p, 

Ad costs to rise in '62 (Interpublic) 

Night rates on 3 nets increase, '57-'62 _ 

Sports: Mets, Colts to raise air right- total 

Comparagraph : Night 

Discounts: Nets revamp 

Net increase 9.7% in '61 (TvBi 


Net '61 billing- month month, three nets ... 19 Mar., p. 

Sports events: Package values. '62-'63 ... 19 Mar., p. 

Product groups/greatest spot rise, 4th qtr. "61 ... 19 Mar., p. 

Tobacco: Fall night net tv 9 Apr., p. 

Sports: Gillette & Ford 9 Apr., p. 

Multiple rates in prime time controversy _ 9 Apr., p. 

C-P-M for net programs down in '61 .. 16 Apr., p. 

New net advertisers: Spendings '61 16 Apr., p. 

Auto: Totals, "60-'61 23 Apr., p. 

Night minute participations, ABC & NBC 23 Apr., p. 

Talent outlays for regular prog., "62-'63 23 Apr., p. 

Rising production costs: Prog, types ... 23 Apr., p. 

Comparagraph: Night .... 23 Apr., p. 

Brylcreem SI million night, ABC I \ .30 Apr., p 

Auto: Decline in t\ & newsp. billings 30 Apr., p. 

Prime time shows, '62-'63 30 Apr., p. 

Auto/tires: Spot "(>1 30 \pr.. p. 

23 brands spend $3 million, '61 spot 7 May, p 

Vutos Detroit: Spending estimates '62-'63, 3 nets ... 7 May, p. 
Autos: Ford'- SB million -port- hu\ 7 May, p. 

Top 100 -pot advertisers '61 7 May, p. 

Gas: Texaco's nel minutes 11 May, p 

Food: Gen'l Mills on NBC News 14 May. p 

Retail chain-: Polling '60 & '61 21 May, p. 

Cosl and centralization: Computer problems 2] May. p. 

Tv v. print: \<l spending 21 May, p. 

5 Mar., p. 
5 Mar., p. 
5 Mar., p. 
5 Mar., p. 
12 Mar., p. 
19 Mar., p 
L&M $2 million in Tonight 19 Mar., p 


. 7 
. 8 
. 7 


. 8 


. . 

. 8 



16 july 1962 

Product categories: Spending in '61, '. change 
Toys; Billings '61 

\\.i\ H. .or & furniture: Top '61 advertisers 
Killing '62 Krsl qtr, spot 8 l "' 1 

Cand) pum: Billings '(>2 

Soft drinks: Top 10 advertisers (>1 

Cosl of reaching cigarette-users (prog, type) 


Radio's ratio of tv budgel 

Ad volume '02, radio/tv (Doheit* I 

Local hillings look heavy: KBS forecast 

(la> oil: radio campaign, $32 million 

Cigarettes: Philip Morris in net 

Costs & losses for Glenn shot, three nets ... 

Ail costs to rise in '<>2 I [nterpublic ' 

Sport-: Met-, Colt- to raise air rights total 

National -pot radio: Billings (>1 

C-P-M overvalued, industry misled (Swafford) 

Study: (Consumer service- -well radio orders 

28 May, p. M 

28 May, p. 63 

l June, p. 35 

II rune, p. 32 

11 June, p. <>'2 
2,') June, p. 2K 

25 June, p. 31 

I I in 
1 Jan.. 
8 Jan 
K Jan., 
5 Feh„ 
26 Feb 
5 Mar., 
5 Mar., 

19 Mar.. 

30 \p... 

18 June. 

. P. 8 
P. 23 
, p. 8 
p. 28 
p. 19 
, P. 7 
p. 10 
p. 25 
p. 10 
p. 65 
P. 12 

p. 69 
p. 35 
p. 73 
p. 69 

p. 38 










Robert Ferguson iWTRF-TVi: Tv code & station 
image 8 Jan., p. 61 

Arthur Murrellwright (WROCTV) : Pays to spend 

dh news dept. 15 Jan., 

Let Rich (B&B) : Tv*s "haste-land" 22 Jan.. 

Fred Pierre I \BC T\ > : Net -uimnrr day tv 22 Jan.. 

Al Larson I ^.very-Knodel) : Creativity in sales 29 Jan.. 

Richard Doherty: By what standards should U. S. 

tv be judged? 5 1 eb., 

Donald Quinn (RKO): Radio's stake in self 

promotion 5 Feb., 

Tom Belcher (KVOO-TV) : Eliminate triple spotting 12 Feb., 
Guy Cunningham (TvB) : IV- promo.-mdsg. 

revolution 19 Feb., 
Robert Eastman (Eastman): Creative selling, buying 26 Feb., 
William Scruggs (WSOC-TV) : Kid shows & station 

image 5 Mar., p. 69 
John Hurlbut (WVMC) : Local radio, resource for 

nat'l advertisers 12 Mar., p. 69 

Howard Coleman (WTCN) : Tv i- for entertainment 19 Mar., p. 69 
Glenn Mar-hall, Jr. (WJXT) : Qual. research, station 

level 26 Mar., p. 93 

John Moler (WHNl : Broadcaster errs, what then? 2 Apr., p. 109 
Vlan Henry (KWK) : Editorializing for public 

welfare 9 Apr., p. 61 

Jack Thayer (WHK) : Trade adv. "culture'" appeal 16 Apr., p. 69 

Dick Cass (Crosley) : Tv mileage on tight budget 23 Apr., p. 71 

Thomas Swafford I CBS) : C-P-M overvalued 30 Apr., p. 65 
Stephen Labunski (WMCA) : You're wrong, Mr. 

Minow 7 May, p. 28 

Collis Young (WCOL) : Criteria for test market 7 May. p. 69 

I. P. II. James (Nielsen): Comm'l t\ world wide U May, p. 38 

Frank Boehm (RKO): Consumer research aids tv 11 M.i\. p. 73 

| Edd Routt iKNOE): Radio timebuying code 21 May, p. 73 

John McMillin i-ro>soR) : Creative clients 28 May. p. 31 

Martin Beck (Katz) : Radio'- changing sounds 28 May, p. 69 
I Thomas Welstead (WLBW-TV) : Machine v. human 

buyer 4 June. p. 69 

Bill McKibben (Balaban) : Radio automation 26 Mar., p. 71 

John Lanigan (Videotape) : fs tape better for spots? 11 June, p. 34 

Charles Stuart (WOHI) : Single rate card . 11 June, p. 69 
Horace Fitzpatrick (WSLS) : Plea for better mkt. 

research 18 June. p. 69 
Robert Whitney (Mars Bdcstg.) : Radio must link 

listener & reality 2."> June, p. 67 


Television : 

Special effects: FTC vetoes Palmolive ad 
Auto: Chrysler turbine cmm'ls on tape 
Movies: Problem with trailers (NAB) 
Commercials Festival preparation 
Beer: SchlitZ male image like M'boro's 

8 Jan., p. 7 

8 Jan., p. 7 

8 Jan., p. 10 

8 Jan., p. 32 

.15 Jan., p. 10 

ANA. 1\ plan contract with talent union- 29 Jan.. p. 22 

Local news: Advtsrs. use WTVT's "Pulse" show 29 Jan., p. 35 

Bates' .inn in ' omm'ls : New i i 

Triple spotting: How to eliminate (Belcher) 

Ext ess promo •. v * credits in it.iii spon 

1 1 : Paului 'i (< nun King) i\ I i el 

Editoi ill I *' I' ase foi i omm'ls 

Magazine concept : ('one i FC&B) comment- 

Agencies to sign onion i "'I' - ! < omml progi tm 

\ idetapi < in renl usage levels 

( i.inm'l recall: V&R's PAH Btudj i hall aged 

( liffhanger -■•II : MJp, Clairol, IDA, et< 

I! Mi \ \i: Cod.- -plit: Monitoi reports 

Magazine i oni ept, who's foi il ? 

Tape sells better than film I MGM I 

BAR monthly reports oi ami practices 

Piggy-backs: Are they hogging tv? 

Vwareness Btudy: V Vmer. Van commls 

Errors made in -pot. what happens (Moler) 

( olio mation : Tei hnique in film animation 

Male female voice: Effectiveness in selling women 1 

pioillli I- 

Bidding system 

4A's creative code . 

Tape producers drop out of tv festival 

Top i in - 1.- writers, their techniques 

Top i\ ■ ommercials, '61 

"Creative client-": \lcoa. Nahi-eo. ( li . \ r < . I. • t 

Voice style use in l.-ti.i 1 jeopardy .. 

Exces- credits: CBS contn.U 

Survej : I isteners' attitudi - 

I- tape bitter for spots? . 

"Hidden camera" testimonial- I Heinz) 

LD./Announcement/Program : Usage comp.. 

Jingles S distinctive sound: N\V Orient \irline- 
Radio copy: McCoy i Blair) outlines techniques 
Salada Tea defies NAB code on spol comm'ls 

New ideas for radio's self-selling (BTS, AB( I 

Errors made in spot, what happens? (Moler) 

Paint inl'gr. i Fuller) "pictures" color 

1\ \B'- commercial awards 

\\ h\ -hould Freberg dominate? (RAB Awards) 


Guides: Increased competition 

kl'KI booklet: "Fm stereo facts" 

\\ \(,)R booklet: "Fm stereo: the facts" . 

Multiplex -tereo -ales in West, '61 _ 

FM Listener's Guide: music industry promo 

Stereo b'casts in a.m. frequencies (EIA) 

I- M stereo's /ooining growth 

KSFR booklet: Listener profile ... 

2V I 

12 Feb., , 
12 Feb., p 19 

19 l 
L9 l 

26 Feb i 
"> Mar., p. 7 
. Mar., ] 
12 M .1 
12 M,i | 
19 M .. . p 9 
19 M .1 . p. 27 
2'. \l ,. . p. LO 
2 \|.i 

2 \p... p. I't 

2 \|m . p 19 

2 \p. . p. 109 

9 \p. . p. .".7 

L6 \,.i p 19 

16 \pr., p. 22 
.30 Apr., p. 7 

30 Apr., p. In 
10 Vpr., p. 32 
7 May, p. 30 

28 May, p. 31 

l I ant . p 7 

4 June, p. 19 

\ June. p. 30 

I 1 June. |i. 3 I 

II June, p. 38 
2". fune p. 21 

1 Jan., p. 26 
22 Jan., p. 30 
L9 Mar., p. 10 
2'. Wat., p. 38 

2 Apr., p. 109 
19 Apr., p. 33 

I I May, p. 12 

II June, p. 30 

1 Jan., 

1 Jan., 
8 Jan., 

15 Jan.. 
22 Jan., 

5 Feb.. 

19 Feb., 
19 Feb., 
9 \|'i 

16 \pr.. 

2 I \|.r 

21 May, 

\ \l MB: Hastings succeeds Rabell as pres. _ 

New England FM Croup, for sale- onl) 

Fm stereo grow th I El \ I 

Oregon: Fm home & car ownership 

QXR Net'- plan: Increase fm advertising 1 June, 

Nation-wide penetration study (Pulse* II June 

W PFM: Reb'cast of stereo signal of WCRB (FM) 25 June, 


Television : 

\ v i \l' standby agreement on tv music 1 Jan. 

Business outlook for '62 (Doherty) 1 Jan.. 

Collins' review of 1-t NAB yeai 1 Jan., 

Closed circuit hotels 1 Jan., 

FCC's attitude on advertising evaluated 8 Jan., 
Wmnen and their tv "image-" . 15 Jan., 

\\ li\ advertisers don't buy !>\ the numbers 22 Jan., 

Tv's "haste-land" Rich) 22 Jan.. 

How to increase t\ set sales 22 Jan.. 

p. 10 
p. 49 
p. 56 
p. 65 
p. 10 
p. 65 
p. 40 
p. 65 
, P- 8 
p. 62 
, p. 8 
p. 69 
p. ii". 
. p. 8 
p. (il 

p. 8 
p. 23 
p. 29 
p. 1- 
p. 21 

Net summer day tv, good ad medium 

By what standards should U. S. ft be judged? 

(Doherty l 
New Irish tv -en ice: Telefis Eireann 
Buyers: 73 bright young men, today 
Seller-: 73 bright young men. today 

22 Jan., 


5 Feb.. 

p. .38 

p. 1- 
12 Feb., p. 31 
19 Feb.. p. 36 


16 july L962 


Color tv industry expands <RCA) .. 19 Feb., p. 64 

Promo, mdsg. revolution (Cunningham) 19 Feb., p. 69 

Media planning by markets (Griffin, PGW) 26 Feb., p. 10 

MCA sales and earnings, '61 26 Feb., p. 10 

Station break figures, "pseudo ratings" (Banks) 12 Mar., p. 7 

Magazine concept, who's for it? __ ?. 19 Mar., p. 27 

Tv is for entertainment (Coleman) .... 19 Mar., p. 69 

U. S. tv: a global wasteland? .2 Apr., p. 9 

Piggy-back-: Are they hogging tv? 2 Apr., p. 29 

SPONSOR letter to Minow: Censorship 2 April, p. 64 

sponsor letter to Collins: Philosophy of change 2 Apr., p. 66 

Colormation: New technique in film animation 9 Apr., p. 57 

Calculating the cume . .30 Apr., p. 22 

Small market stations: Community acceptance 30 Apr., p. 54 

Commercial tv world wide (James) .. 14 May, p. 38 

In-person salesmen too costly, tv is solution . •. 28 May, p. 10 

Color tv advertising on local level 28 May, p. 37 

Spanish language network formed 4 June, p. 8 

Is marketing "dead" as an agency function? 4 June, p. 27 

Educational, commercial stations to cooperate ...11 June, p. 8 

Sponsor codes will be spiked .... 11 June, p. 27 

Sarnoff: U. S. tv favorable abroad ....18 June, p. 14 

Educational tv (NET) : Big business boost 18 June, p. 33 

Telstar satellite: Trans-Atlantic tv .25 June, p. 7 


New conversational identity (Pauley) 1 Jan., p. 8 

Busine-s outlook for '62 (Doherty) 1 Jan., p. 23 

Local billings look heavy: KBS forecast 8 Jan., p. 8 

Stations: Power/channel breakdown (FCC) ... 8 Jan., p. 18 

FCC's attitude on advertising evaluated 8 Jan., p. 21 

Gas/oil: Faults in radio selling (Swanson, Ohio Oil) 15 Jan., p. 37 

ABC looking for 7th station 29 Jan., p. 8 

Why agencies don't buy by the numbers 29 Jan., p. 30 

U. S. radio sales, '61 (RAB) 29 Jan., p. 63 

Art of station navigation on Madison Ave. 5 Feb., p. 40 

Radio's stake in self-promo (Quinn) 5 Feb., p. 69 

FCC pre-sunrise plan opposed by stations 12 Feb., p. 10 

Buyers: 73 bright young men, today ... 12 Feb., p. 31 

Sellers: 73 bright young men, today 19 Feb., p. 36 

Is radio ready to automate? (full story: U. S. radio, 

March) .12 Feb., p. 34 

NBC "Talk Pieces": Sales ammunition 19 Feb., p. 34 

MCA sales and earnings, '61 26 Feb., p. 10 

Summer out-of-home audience increases ."> Mar., p. 30 

Stationbreak figures, "pseudo ratings" (Banks) 12 Mar., p. 7 

"Radio Test Plan" for marketing problems (RAB). 12 Mar., p. 66 

New ideas for radio's self-selling (BTS, ABC).. 26 Mar., p. 38 

Rebirth of radio's o&os 2 Apr., p. 35 

Radio's creativity, part 1 9 Apr., p. 29 

part 2 16 Apr., p. 36 

New availability form (Adam Young) 16 Apr., p. 8 

What radio execs think of NAB Conventions ... 23 Apr., p. 36 

Travel: BOAC broadcasts on jet flights 23 Apr., p. 43 

Radio leads print in suburbia 14 May, p. 43 

Fathers of modern radio 28 May, p. 35 

Is marketing "dead" as an agency function? 4 June, p. 27 

Radio's unknown audience, listener attitudes 4 June, p. 30 

Promotion stunt: WKBW's mascot ... 11 June, p. 41 

Single rate card for small market stations (Stuart) 11 June 


\\l>: Collins reviews first yeai 1 Jan., 

FCC: WIOS license revoked 1 Jan., 

FTC: Special effects in Palmolive ad vetoed ..... 8 Jan. 

NAB: Collins at Indiana University _ . 8 Jan. 

Broadcast Pioneers: Award to WGN 8 Jan., 

NAB: Code program review, sex/violence (Swezey) 8 Jan., 

FCC: Minow's "wasteland" speech 8 Jan., 

NAB: Tv Code, comment by Ferguson (WTRF-TV) 8 Jan., 
NAB Code: Liquor advertising 15 Jan.. 

\ \ l; i Mile: I Mi.- with double meanings 22 Jan. 

FCC hearings: CBS presentation 29 Jan., 

NBC statement _ 5 Feb., 

ABC statement 12 Feb., 

FCC's Ford: More tv stations needed, no 4th net _ 12 Feb. 

FCC pre-sunrise proposal opposed by stations 12 Feb., 

NAB memo: Double billing ... 12 Feb., 

p. 69 

p. 29 
p. 35 
, P. 7 
p. 8 
p. 10 
p. 10 
p. 22 
p. 61 
p. 64 
, P. 8 
p. 10 
p. 12 
p. 10 
, P. 7 
p. 10 
p. 64 

NAB Code: Responsibility of advertisers (Swezey). .. 

FCC uhf proposals probed at Senate hearings 

NAB Editorializing Conference 

RAB's "Radio Test Plan" for mkt problems 

NAB Code, BAR split over monitor reports _ 

NAB: Code defied by Salada Tea, radio spots 

Collins defends bdeasters; Minow wants radio 


FCC hearings: What nets said about sponsor control 

FCC: Booz- Allen study points up weaknesses 

Refutation of Minow's radio speech (Labunski) 
New NAB Code format, 3 net liaison 
FCC blocks CBS compensation plan 

NAB: Swezey urges greater ad scope 

Polit. bdeasts: Fairness Doctrine (FCC), Sect. 315 


19 Feb., p. 12 
26 Feb., p. 27 
12 Mar., p. 29 
12 Mar., p. 66 
19 Mar., p. 9 
19 Mar., p. 10 

.9 Apr., p. 7 
23 Apr., p. 31 
30 Apr., p. 9 
.7 May, p. 28 
28 May, p. 10 
...4 June, p. 7 
25 June, p. 10 
25 June, p. 36 

Television : 

Daytime revenue, 3 nets, '60-'61 (BAR) ..... ... 1 Jan., p. I ' 

Multi participations, '60-'61 8 Jan., p. 1 7 

Day tv billings' new importance; NBC salespeak 22 Jan., p. 7 

Ratings claims: NBC decries ABC's methods 22 Jan., p. 10 

ABC retort to NBC _ 5 Feb., p. 10 

NBC: Review of '61 activities 22 Jan., p. 68 

ABC's method of billing talent questioned 12 Feb., p. 37 

CBS outbids ABC for McCoys _ 19 Feb., p. 9 

CBS profits, fourth qtr '61 19 Feb., p. 10 

CBS steals NCAA football from NBC, ABC 19 Feb., p. 10 

Discounts: Nets revamp 12 Mar., p. 10 

Billings increase 9.7% in '61 (TvB) _ ..._. 19 Mar., p. 9 

'61 billings month/month, 3 nets 19 Mar., p. 12 

ABC: Treyz's one-man rule ends 26 Mar., p. 9 

3 nets share of top 51 markets (ARB) 2 Apr., p. 25 

Net piggy-back regualtions .. 2 Apr., p. 30 

ABC: Record income in '61 2 Apr., p. 105 

CBS in court for compensation plan ...16 Apr., p. 7 

ABC gives affiliates non-net option time 16 Apr., p. 21 

CBS affiliates: Paycut 23 Apr., p. 7 

ABC's Simon Siegel, profile 23 Apr., p. 38 

Billings: January 7 May, p. 21 

NBC affiliates take cut in July, Aug. 7 May. p. 21 

NBC fall night, 68% color 14 May. p. 7 

More power for affiliates? 14 May. p. 31 

Billings: February 21 May, p. 8 

CBS compensation plan blocked by FCC i June, p. 7 

ABC's Tom Moore, profile 4 June, p. 32 

NBC hits TvAR "Tilt" study (top 20 mkts) 18 June, p. 40 


NBC: Review of '61 activities _ 22 Jan., p. 68 

CBS: Profits in fourth qtr., '61 ... 19 Feb., p. 10 

Rebirth of radio's o&os: 19 stations & mkts 2 Apr., p. 35 

ABC: Record income in '61 2 Apr., p. 105 

ABC's Simon Siegel, profile 23 Apr., p. 38 

ABC: Pauley blasts new NRI service 11 June, p. 7 

ABC: Pauley warns of radio "young fogies" 25 June, p. 7 

Affiliates (CBS, NBC, Mutual) : Vital to net 25 June, p. 38 


KBS: Radio "insurance" against overestimated tv 

budgets 1 Jan., p. 8 

MBS: Live features to radio affil. ... 22 Jan., p. 8 

MBS: Affiliations in '61 15 Jan., p. 66 

Net o&os revenue higher than independents, '60 .... 29 Jan.. p. 55 

Metro becomes a rep 19 Feb., p. 9 

Korn succeeds to pres., Metro _ 16 Apr., p. 8 

Am stations: Growth of group ownership 30 Apr., p. 58 

KBS market study: Farm products 4 June, p. 65 



Sports/bowling: AMF 2-net bu\ 
News: Howard K. Smith to ABC . 
Production: TAC gets 9 stations 
Western: Silent, MGM, "Billy Bang Bang" 

( liilili .11 See a!iM\e 

1 Jan., p. 7 

_1 Jan., p. 7 

1 Jan., p. 8 
1 Jan., p. 10 



16 july 1962 

Medical : ( a-e\ & kildare shares 

Sex/violence: NAM review 

Chicago feeds to network 

Costs: Rise in technical service foi Del t\ 

*"I ii~i an t news," ABC 

Spoil-: CBS get- NFL games 

\ I'.i ill report: 10 news specials, lo regulars 

1 I...... 

H Jan., 
8 Jan., 
8 Fan . 
IS Jan. 
1") Jan., 
1". Jan., 
15 Jan., 
15 Jan . 

Syndication: nevi directions (Trailblazer: K.ii/i 
\.»-: Pays to spend on this dept. i Murrellwright • 

Movies weekend: \BC v. NBC 22 Jan. 

M. die Kililare & Casey : K. inking, aud. composition 22 Jan., 

Public service show-, not bought l>\ numbers 22 Jan., 

ratings prediction: TvQ Formula "B" 22 Fan., 

Sports: Package billing. '61'62 29 Jan., 

Editorials political: Putnam, WWLP 29 Jan., 

Local video news interests sponsors 29 Jan., 

Films: And. shares (morning, weekend, etc.) 29 Jan.. 

Children's program guide: TIO 29 Jan., 

Night uel sen.-: Mortality rate, '59-'61 5 Feb., 

Sports Bowl games: And. holding power, 3 nets 5 Feb., 

Prog, comparison: U. S. v. other nations (Doherty) 5 Feb., 
Ehtertainment specials: Oct. -Dec. '61, aver. aud. & 

homes 12 Feb., 

Excess promo & credits (AN \> 12 Feb., 

CBS outbids ABC for Mc< 19 Feb. 

Sports/football: CBS get- NCAA 19 Feb., 

Soap opera, best day staple 19 Feb., 

Fall outlook: Night net schedule 19 Feb., 

Editorial: Defense against attacks on comm"!- 19 Feb.. 

Glenn shot: Audience, net -hares 26 Feb. 

26 Mar., 

Survivors v. casualties: Types, '61-'62 5 Mar., 

Sports: Mets, Colts to raise air rights total 5 Mar., 

Children's shows can raise station image iS.-rugg-i ."> Mar.. 
Net prog, types: Preference bj age, income, count] 

size (Nielsen) 5 Mai.. 

Fditorials: NAB Conference endor-e- 12 Mar., 

Films feature: Questions on post-48's 12 Mar., 

rta: '62-'63 event-, package values 19 Mar., 

Public affairs: Increased sponsorship 26 Mar., 

- tv, a global wasteland? 2 Vpr 

News: NBC in top 10, 1-1 half March 2 Apr., 

Public service: Blair's brochure r > \pr.. 

Movies: Rating success, NBC & ABC 16 Apr 

Local live tv on upswing 16 Apr., 

1 P-M for net program- down in '61 16 Apr.. 

CBS' "Defenders": Sponsor control issue 23 Apr., 
Net fall shows: Medic psychiatry war .23 Apr.. 

Public service: Georgia stations support CARE 23 Apr., 

"Defenders" show: 10 CBS affil. drop out 30 Apr., 

60 v. 30 minute shows, rating & homes 30 Apr., 

I'wo ihree-part drama: Rating value 30 Apr., 

Films feature. post-'50: Increased rating 30 Apr.. 

Sports: Ford's $8 million buy 7 May, 

Public service political: Senate debate _ 7 Mav, 

NBC fall night. 68% color 1 I Mav 

Oil: Big in news, weather, documentaries, '61 .. .. 14 Ma\ 

Film: Total hrs., tv v. Holhw 1 14 May, 

Film v. all live 'tape. 3 nets 14 May, 

Children: Toy-kid show revolution ' 11 Mav. 

"The Salesmachine" : TvB's report on tv's role in 

economy 1 1 May, 

Film series' producers, 3 nets 21 May, 

Violence declines, 3 yr. comparison 28 Mav. 

Specials 'public service: Top 10 (% homes) 28 Mav. 

Summer schedule 28 May, 

Voice style use in legal jeopard) 4 June 

Wall Street activity coverage 4 June 

Excess credits: CBS controls t June, 

lAud. comp./prog. type i Nielsen, Jan. Y>2> 4 June, 

(Local shows' new tv web (TAC) 4 June, 

Movies: Colgate's weekly L.A. showing 11 June. 

Survivors/casualties: 3 season comparison 11 June, 

11 June. 

11 June, 

18 June. 

25 June, 

p. 17 

P. 10 

P. 17 

p. 24 
p, 9 

p. 12 

p 12 

P '•-' 

p. 69 
, p. 8 

p. 21 

p. 25 

p. 28 

p. 21 

p. 32 

p. 31 

p. 56 

p. 62 

p. 21 

p. 22 

p. 38 

p. 21 

p. 19 

p. 9 

p. 10 
p. 21 
p. 27 
p. 39 
, p. 7 
p. 10 
p. 20 
p. 25 
p. 69 

p. 37 

p. 29 
p. 41 
p. 20 
p. 29 
,p. 9 
p. 24 
p. 56 
,p. 8 
p. 25 
p. 38 
p. 29 
p. 32 
p. 69 
p. 10 
p. 21 
p. 22 
p. 60 
p. 25 
p. 67 
. p. 7 
, P-8 
p. 23 
p. 25 
p. 31 


Sponsor codes will be spiked 

New late-night shows: Carson, Allen 
Shakespeare: 2 1 -.. prime hrs. iWCBS-TV) 
Polit edit: When must I give equal time? 

, p. 7 
, p. 8 
p. 19 
p. 21 
p. 37 
p. 10 
p. 21 
p. 27 
p. 36 
P. 14 
p. 35 


News : Inc ica-. iii i. motes l Pauli v > 

\\ ill "talk" radio spread? 

Spot ts: Mets, Colts ti rights total 

I ive music Bpei iale on \\ M \\ 

Editorials: NAB I 1 1 1 1 1 • i • 1 1 • • endoi 

Public service: KYW's fund raising plan 

Program poli< tea oi o&o's 

Editorials foi public welfare, not public service 

(Henrj I 
Public Bervice: Georgia Btations support CARE 

Musii : Radio's changing - ds, Pari one 

Pari two 
Public -.-nic- politii aJ v . nate debate 

Format changes: earl) \. presenl "modern radio" 
( hanging sounds, a buyer's concern 'Heck) . 
Wall Streel acth ii\ coverage 
Detroit radio feeds news dining newsp. strike 
Polit edit: When musl I give equal time? 
Radio riiu-I link listener & reality I Whitney) . 

1 Jan , p B 

26 Feb., ; 

3 M.i. p. 2.". 

j Mai . j). 36 
12 Mar., ] 
26 M .i p 10 

2 Apr., p. 35 

9 Apr., p. 61 
23 Apr., p, 61 
30 Apr., p. 35 

7 May, p. 32 
7 May, p. 7 

28 May, p. 35 
28 May, p. 69 
1 Inn.-, p. 8 
18 June, p. 38 
25 June, p. 35 
25 June, p. 67 


Nelson (Wade): Improve advertising's image 
McCoy (Blair) outlines radio copy techniques 
Ml of station navigation on Madi-on \\e. 
Metro becomes a rep 

1 Jan., p. 50 

22 Jan., p. 30 

5 Feb., p. 40 

19 Feb., p. 9 

Media planning by markets (Griffin, PGW) _ 26 Feb., p. 10 

I! I "- campaign: Sell radio a- medium 26 Mar., p. 38 

Weed: Pop. breakdown in metro areas 2 Apr., p. 105 

Blah I Imir: Public service shows 9 Apr., p. 56 

Young's new radio buying aid 16 Apr., p. 8 

Katz and makegoods on net changes .28 May, p. 7 

CBS Radio -ludy: Consumer services incr. spending 18 June, p. 12 


Television : 

Consumer expenditure; wages, etc. (B&B) .. ] Jan., p 

Penetration, av. >rs. home usage, '56-61 (Nielsen) 1 Jan., p. 

Ma jor consumer trends 

1 1 household: Spending related to heavy /light 

Daytime viewing, 3 yr. comparison 
Family viewing in metrop. N.Y. 
Late night viewing. '59-61, homes, aud. comp. 



1 Jan., p. 24 

1 Jan., p. 50 

8 Jan., p. 16 

8 Jan., p. 50 

15 Jan., p. 16 

Women & their tv images (Schwerin, L1CC) 15 Jan., p. 30 

Ratings claims: NBC decries ABC's methods 22 Jan., p. 10 

ABC retort to NBC 5 Feb., p. 10 

Prog, ratings predictions: TvQ Formula "B" 22 Jan., p. 28 

Night net show-: \ud. penetration below par in top 

20 markets fl\ SJR.) 22 Jan. 

Natl levels of set ownership _ 22 Jan. 

Scope of N.Y. Arbitron sample inciea-e- 
No. of tv homes (Nielsen) 
Daily viewing: Av. hrs./homes, '59-61 .. 
Advtg. enters age of computers 

p. 32 
p. 67 
22 Jan., p. 67 
29 Jan., p. 19 
29 Jan., p. 20 
29 Jan.. p. 25 
Tv viewing related to product purchasing 29 Jan., p. 64 

Sports Bowl games: Aud. holding power, 3 nets . 5 Feb.. p. 22 

'62 sales estimates: Radio, Tv. Phonographs (EIA) 5 Feb., p. 67 
Special- entertainment: Oct.-Dec. '61; av. 

aud. hoin.- 12 Feb., p. 21 

No. coloi i\ (ARB) 12 Feb.. p. 22 

Da) tv: Type. av. aud. i Niel-en • 19 Feb.. p. 21 

fop 10 color shows: \ud. reach (color/total homes) 26 Feb., p. 20 
N... women viewers/set in day; 3 nets, '59-61 _ 5 Mar., p. 21 

N.t sports rating- (Nielsen) 5 Mar., p. 27 

Winter and. profile: preference by age, income, 

county size (Nielsen) 5 M ir . p. 37 

Market guide: Southeast ( A\er\-Knodel) . 5 Mar., p. 64 

Comm'l recall: Y&R's PAR study challenged 12 Mar., p. 8 

\iiio-: '62 second qtr.. comm'l mins., homes ... ]'i Mar., p. 21 

Summer v. winter viewing 

26 Mar., p. 24 
26 Mar., p. 29 

N.-t public service: 4 season comp. by hr-. 

Qualitative research at station level (Marshall) .. 26 Mar., p. 93 

TvAR survey: Brand comparisons, market spread 2 Apr., p. 10 

3 nets share of top 51 market- (ARB) 2 Apr., p. 25 

Industry personnel study (NAB-APBE) 9 \pr., p. 10 

Survey: Parents' views of tv's effect on children 9 Apr., p. 55 


16 jlly 1962 


New York audience profile (ARB) 16 Apr., p. 10 

Night viewing decreases, '61/62 16 Apr., p. 20 

'61 lime sales, before/after discounts _16 Apr., p. 22 

60 v. 30 minute shows, rating/homes „ 30 Apr., p. 21 

Calculating the curac .30 Apr., p. 22 

BBDO asks industry's aid for computers . 30 Apr., p. 27 

Foreign sets near 40 million (Jones, CBS) 7 May, p. 12 

Sports: Av. aud., '58-61 __ 7 May, p 

Purchasing influence of children, parents' views 14 May, p. 

Foreign nations with commercial tv .. — 14 May, p 

Consumer research aids tv (Boehm) —.14 May, p. 

Chainbreak audience: TvB blasts Daily News' rep't ....21 May, p 

Computer report: Cost & centralization 21 May, p. 

Drug spending related to tv viewing (TvAR) 21 May, p, 

Summer: Day audience grotwh (TvB) .28 May, p, 

Teenage audience, winter v. summer — See above 

Trendex's ad impact service 4 June, p. 8 

Viewing profile: Small/large families 4 June, p. 20 

Late fringe time: Value increases, 3 yr. comp. 4 June, p. 20 

Teenage: Av. aud., night (ARB) _ 4 June, p. 

Av. viewing hrs., 3 yr. comparison 18 June, p. 

Research/demographic: ARB's new data 18 June, p. 

NBC hits TvAR "Tilt" study (top 20 mkts) 18 June, p. 

Plea for better mkt research (Fitzpatrick) .....18 June, p. 

Housewives: Day viewing 25 June, p. 





Pulse's qual. data: More smokers at less cost .., 25 June, p. 31 

Radio : 

Consumer expenditure; wages, etc. (B&B) 1 Jan., p. 10 

Major consumer trends _ .1 Jan., p. 24 

Daily car-radio listening (RAB) _.. 15 Jan., p. 65 

'62 set sales, estimates 5 Feb., p. 67 

Is radio ready to automate? (full story: U. S. 

RADIO, 26 March) 12 Feb., p. 34 


\M Radio Sales Survey: spot prediction 12 Feb., p. 

Fm stereo growth, survey 19 Feb., p. 

Summer out-of-home aud. hits record high 5 Mar., p. 

Differences in stations' share of in/out-of-home 

aud. _... 5 Mar., p. 

Market guide: Southeast (Avery-Knodel) 5 Mar., p. 

>. 30 
). 64 
Portables add to radio reach . ....12 Mar., p. 8 

Drug industry uses radio: Prog., comm'l, etc. 12 Mar., p. 37 

Morning in-home usage, '61-62 .2 Apr., p. 24 

In/out-of-home usage, nat'l figures (NCS '61) 2 Apr., p. 41 

RAB text: Radio, selling medium for retail items 30 Apr., p. 54 

No. working order sets (RAB) ...7 May, p. 62 

Radio v. print in suburbia 14 May, p. 43 

Summer outdoor listening: No. auto & portable 21 May, p. 8 

Battery radios add 36% to use, NRI revised ... -.28 May, p. 8 

Survey: Listener attitudes __. 4 June, p. 30 

New NRI service; Pauley (ABC) blasts 11 June, p. 7 


Television : 


Dealer: Forest Hills Motors .. 15 Jan., p. 40 

Midas Muffler shop 15 Jan., p. 40 

Dealer: Ed Lane Auto Sales 12 Feb., p. 46 

Dealer: Koerner Ford 12 Mar., p. 44 

( In ysler, PI) mouth 
I ) nips 
Vitamins: Chock 

28 May, p. 46 

28 May, p. 46 


Dairy: County Line Cheese 15 Jan., p. 40 

Dairy: Gustavson Dairies 12 Feb., p. 46 

Supermarkets _ 23 Apr., p. 49 

Candy: Welch's candies 23 Apr., p. 49 

Potato chips —.28 May, p. 46 

Dairy: [saly's Dairy Specialists 25 June, p. 44 


Moving service 
Oil/coal: Boyle Fuel Co. 

Appliances/electric: Oster Mfg. Co 

Carpeting furniture: Cincinnati Distributors 

\lr.\ir Huns. ■; Carolina Theater 12 Mar., 

15 Jan., 
12 Feb., 
12 Feb., 
12 Mar.. 


Workshop tools 12 Mar., p. 44 

Trailer homes .. 23 Apr., p. 49 

Automatic door operator _ 23 Apr., p. 49 

Termite control service _ 28 May, p. 46 

Furniture warehouse 25 June, p. 44 

Furniture: E. Wanamaker & Son 25 June, p. 44 

Homes: Bilt Well 25 June, p. 44 



Import car 
Motor company 


Bank: Security Federal 

Bank : Security Trust 

9 Apr., p. 41 
11 June, p. 42 

14 May, p. 51 
11 June, p. 42 
Savings & Loan Assn. 11 June, p. 42 


Pizza: Vic Cassano 29 Jan., p. 48 

Restaurant: Golden Parrot _ 29 Jan., p. 48 

Supermarkets __ 26 Feb., p. 44 

Nut Brown Syrup ..... 9 Apr., p. 41 

Poultry Co. __ 11 June, p. 42 


Agricultural publisher 29 Jan., p. 48 

Shoes 29 Jan., p. 48 

Dept. store: J. M. McDonald ..... 26 Feb., p. 44 

Maps: Book Enterprises .26 Feb., p. 44 

Building supplies 26 Feb., p. 44 

Shopping center 9 Apr., p. 41 

Housewares: Westphal's, Inc. 9 Apr., p. 41 

Sporting goods 14 May. p. 51 

Household appliances _.. 14 May. p. 51 

Farm products 14 May, p. 51 


Sponsor Index: 2nd half, vol. 15, 1961 15 Jan.. p. 41 

22 Jan.. p. 37 

U. S. RADIO 29 Jan.. Part 2 

Radio's Image 29 Jan., p. 3 

Gas/Oil: $32 million gusher 29 Jan., p. 13 

U. S. RADIO 26 March 

How good is automated radio? 26 Mar., p. 65 

Radio drug bonanza hits $9 billion 26 Mar., p. 77 

U. S. RADIO: 40- Year Album of Pioneer Stations 18 June. Part 2 


TAC (Trans-Lux) gets 9 stations 1 Jan., p. 3 

Syndication: Future (Trailblazer project) 15 Jan., p. 32 

Syndic, re-run (M Squad) tops net competition 5 Feb., p. 56 

Disney syndicates Mickey Mouse Club 12 Mar., p. 10 

Warner sets up own syndication unit 7 May, p. 12 

MCM-TY feature film sales, May '61-62 .21 May, p. 8 

2 regional buys of NBC Films' Hennessey 28 May. p. 10 

TAC: Local shows' new tv web ..... 4 June, p. 37 

Re-runs 10 to 1 in syndication future 18 June, p. 12 


Chrysler turbine comm'ls prod, in 3 days on tape 8 Jan., p. 7 

Videotape comm'ls: Current usage level- 5 Mar., p. 64 

Tape comm'ls sell better than film (MGM) 26 Mar., p. 10 

Tape & film exports 2 Apr., p. 9 

Tape producers drop out of tv festival 30 Apr., p. 10 

Prog: Film v. all live/tape, 3 nets, totals 14 May. p. 25 

Is tape better for spots? .... 11 June, p. 34 

Special summer Videotape incentive 18 June. p. 14 


Broadcasters' study project to aid FCC 12 Feb., p. 65 

Senate hearings on FCC uhf proposals 26 Feb., p. 27 

UHF profit in Y>0 (FCC) .. 26 Feb.. p. 29 

EIA proposal: Vhf simulcast 2 Apr., p. 10 

MST: Views on uhf 9 Apr., p. 10 

Infair increased costs for uhf set owners (EIA 1 * 30 Apr., p. 61 



16 JULY 1962 

Media people: 

what they are doing 

and saying 


Mori Kcshiu. who was formerly with Kenyon «!C Eckhardt, lias 
been appointed media director of Richard K. IManoff. He suc- 
ceeds Stan Newman, now v.p. and media director of Hicks & 
Greist. . . . Irene Bourgouin has been made limebuyer on the 
Lever Bros, and John II. Breck accounts at Reach. IVfcClinton. 
... In Philadelphia, the new additions to Werman & Schorr's 
media department: IMary Krempa. who was previously with Al 
Paul Lefton. and Helen Mellon, who left Aitkiu-Kvnctt. 

HOST Bert Claster (r), pres. of Romper Room, Inc., relaxes with two of his Baltimore 
guests, (l-r) Morton Salan of W. B. Doner & Co. and Bud Freiert of WBAL-TV, be- 
fore annual poolside party for media and broadcast people at his Baltimore home 

Things you should know about Riedl & Freede: The media depart- 
ment handles such accounts as Cott Beverages, Marcal Tissues. Louis 
Milani Foods, and Glamorene, and adheres to the basic belief that a 
media campaign must be completely in accord with the marketing goals 
and objectives of the product. 

Media director Tom Flanagan told SPONSOR, "It is impor- 
tant to match medium to product. In selecting advertising ve- 
hicles, not only must there he the right medium for the right 
market, but we take into consideration present and new chan- 
nels of distribution, sales volume, and pricing, right down to 
the type of retailer. We survey the entire marketing structure 
of the product by local area." 

According to president S. Robert Freede, a medium-sized advertiser 
"must support his consumer media program with collateral promotional, 
merchandising and point of sale activities." 

I Please turn to page 44 ) 









Phillip Zoppi Adam Young, Inc. 

Gen'l-Mgr. Natl Rep. 


16 july 1962 






Fastest growing 
marhet in Florida 

Nat. Mkt. 




















i 1962 


Florida's Channel 2 

\dvcrti»inp Time Sales, Inc. 
National Representatives 

Covert more of Florida than 
any other TV Station 


(Continued from page 4.5) 

These extras are: trade advertising, direct mail, bulletins, and 
influencing distribution people down to the retail level via tie- 
ins, point-of-sale displays, incentive programs for retailers and 
salesmen, merchandising brochures and many others. These 
channels of communication must be considered part of the 
media mix by the agency, says Freede. 

DISCUSSING presentation made by TvB of Canada to N. Y. advertisers and agencies 
are (l-r) Jack Owen of Foote, Cone & Belding and Charles O'Donnell of Maxon, Inc. 

The agency feels that these promotional areas are essential to moving 
goods and making media expenditures pay of! in sales increases. Vice 
president Finlay Morrow believes that "the advertiser who combines and 
coordinates all his promotional activities with his media schedules, times 
and launches them properly, and follows through in every possible way, 
will immediately realize greater results than broadcast left to work large- 
Is b) itself." 

Media executive Flanagan thinks that the medium-sized adver- 
tiser, especially those fighting giant competitors, should, out of 
necessity, prepare and plan his program sufficiently in advance 
so that he can use and merchandise the air media schedule to 
stimulate his sales force. 

The advertiser," Flanagan says, "who enthusiasticly supports the 
campaign to the trade and uses it as a device to gain additional distri- 
bution will sell more goods, get better shelf space, point-of-sale displays, 
and better cooperation and trade support." ^ 



16 july 1962 


(Continued from page 28) 

menial- u-.g. Bel] Telephone), pro- 
fessional in every Bense of the word." 

Creative firms. In ranking the 
above-mentioned film houses, neither 
agencies, [estiva] heads nor produc- 
ers overlook the contribution to the 
industry being made by such "crea- 
tive firms as Columbia-Screen Gems, 
Hollywood and Freberg Ltd., Chica- 
go. Noted also is the pioneer work 
being done by Filmex in European 
production. With producing facili- 
ties in Nice and Paris, as well as 
New York and Fort Lauderdale. Fla.. 
Filmex i- currentlj filming four Rev- 
Ion International commercials 
(through Norman. Craig & Kummel) 
at the Victorin Studios in Nice. The 
company now has its own plane for 
location hops, as well as special effects 
in aerial photography. It is estimated 
thai production costs in Europe are 
cut by 40%. 

Animation on Coast. In ani- 
mation, there is relatively little activi- 
ty in New York. Animation is a 
W*es1 Coast specialty. Two of its 
most outstanding houses, however — 
Elektra and Pelican Films — are head- 
quartered in New York. Elektra cap- 
tured a number of awards in 1961 for 
such efforts as "Patches" (Johnson 
& Johnson, through Young & Rubi- 
cam i : "Esso Oil Heat" i Imperial 
Oil. through MacLaren) : and "Sand- 
ran" (Sandura, through Hicks & 
Greist i . Rather than simply bid on 
stor\ hoards, it creates them. Pelican 
has gained national recognition for 
its Jax Reer commercials. 

\mong West Coast houses re- 
garded as "most active" in the ani- 
mation field are Pantomime Pictures, 
Playhouse Pictures, Cascade Pictures 
and Film Fair. 

Tape battling for place. Tape, 

still battling for its place in the in- 
dustry sun, is becoming increasingly 
more film-like in its production 
form. Estimated at achieving be- 
tween 8-10% of national advertisers' 
production monies, the tape arm of 
the field is viewed by agencies as 

Advantages: tape is facile: can 
produce virtually any kind of com- 
mercial: work can be seen as it is 
done: there are fewer steps in the 
production process. 

Disadvantages: though competitive. 

tape is not necessarily cheaper; clients 
are happy with film, why change?; 
duplicate prints are expensive; in 

order to gel complete area coverage. 

transfer musl be made to kinescope 

and there IS -till much room fol im- 
provement in the quality of such 

Two commercial tape producers 

seen as "towering" 1>\ almost every- 
one in the industi v are V ideotape 
Productions of New York and MOM 
Telestudios. Most of the hilling in 
lape today, say observers, is shared 
by these two giants. Pioneers in the 
field, thev have "kept their positions 
intact." Others cited as "comers," 
however, are CBS-TV (Special Proj- 
ects Dept.) ; VHF, Inc.; General 
TV; Paramount Pictures; and Video 
Tape Unlimited, all of New York; 
and NBC Telesales and International 
Videotape, both of Los Angeles. 

TV Station producers. \" in- 
teresting development in the live/ 
tape area is the recent growth of 
television station producers; in many 
instances separate, if allied, arms of 
station operation. An increasing 
number of national advertisers, seek- 
ing local or regional flavor, are us- 
ing these station facilities. KTTV 
Productions in Los Angeles, for ex- 
ample, taped 26 commercials for At- 
lantic Refining (N. W. Ayer & Son, 
Philadelphia I in one year. WF \ \ 
Productions. Dallas, taped a series 
for Enco commercials for Humble 
Oil in less than half a day. rushing 
finished tapes to New ^ ork. 

\\ ON" Syndication. WON -TV's tape 

i ipei at inn. I hicago, is an outstand 

Ulg example ..f -tall. ill entiv Mil" 8 

fullv c ompetitive arena. \\ < A pro- 
dm es commercials foi many advei 
tisers with no schedules on the rta 

turn. \\ ith new facilities I three 
Btudioa lf> 72 feet, an ai I design 
department, full Btudio lighting, five 
tape machines, etc. i . it lists ami 
its clients Hamm Brewing, United 
\ii lines and the Vic I anney health 
centers. \ recent feat was the taping 
of 7.") commercials for the * hi< a 
Tribune, through Foote, Cone & 

Other stations now actively pro- 
ducing are KRCA-TV, Sacramento, 
Calif.; KSL-TV, Salt Lake City; 
KSOO-TV, Sioux Falls, S. D.; KTL \ 
(TV), Los Angeles; WAGA-TY. At- 
lanta: WBRZ-TV, Baton Rouge. I ..,.; 
WXCO-TV, Minneapolis; WDSU-TV, 
New Orleans WISH-TV, Indianap- 
olis: WITI-TV. Milwaukee: WJX-TV, 
Baltimore; WNDU-TV, South Bend, 
I ml.; WOOD-TV, Grand Rapids, 
Mich.: WRBL-TV, Columbus. Ga.; 
WTOP (TV), Washington; and 
WX^Z-TY. Detroit. 

Agency is the key. Uthough 

some producers are edging gradually 
into the "creative" area of produc- 
tion (i.e. initial planning and writ- 
ing, as well as execution), the key 
to the tv commercials industry is still 
the agency. Agencies do most of the 
creating, spend the money, pay the 
residuals. Film producers list eight 
agencies as accounting for the ma- 
jor production schedules: BBDO, 
(Phase turn to page 48) 


The Bowery Boys 






16 JULY 1962 



In Outdoor Advertising, your selling message gets more mileage. 
Much more. 

For example, you reach more people, more often— at one-tenth 
to one-fifth the cost of most primary media. 

Your message has 94% reach with a frequency of 21 times a 
month. (Think. 30 days of continuous impact— selling in com 
pelling color, bigger than life.) 



ijThere's no editorial competition: no back-to-back spot place- OUTDOOR ^ADVERTISING 
inent: no crammed ad section to weaken your message. 

And Outdoor is only three minutes from the cash register. Prac- 
tically at point-of-sale. 

iNow who could ask for more? 

See your Outdoor representative or plant operator. And see 
[why the smart money goes farther— when it goes Outdoor. 


(Continued from page 45) 

Benton & Bowles, J. Walter Thomp- 
son, Young & Rubicam, McCann- 
Erickson, Ted Bates, Dancer-Fitz- 
gerald-Sample, and William Esty. 

Problems loom. The problems 
currently besetting the tv commer- 
cials industry have been receiving 
inordinate attention from the press 
in recent weeks. Fewer commercials 
were produced this spring than in 
springs past. Those already pro- 
duced have been run more often and 
the re-editing of old commercials has 
become practice in many agencies. 
Re-use fees and the rising cost in 
talent have been offered as possible 
reasons for the so-called slump. 
What's the situation as of this date? 

As one producer sees it. "It's 

difficult to appraise," William Van 
Praag told SPONSOR. "A number of 
houses are being kept pretty busy 
right now, especially by advertisers 
coming out with new-model tv sets, 
automobiles, refrigerators and the 
like. All the talk about re-editing old 
commercials to cut budgets doesn't 
hold water here. New models need 
new commercials. The question is, 
how long will these new commercials 
run after they're made? Another 
thing to consider is the pretty gen- 
erally accepted fact that advertising 
budgets as a whole are not being in- 
creased for '62-'63 schedules. So 
where's the money coming from for 
increased spot campaigns, for addi- 
tion of new stations? Curtailing pro- 

duction of commercials seems the 
most likely answer. Still, no one can 
actually say. I suppose only one 
thing's really clear. Businessmen are 
angry at the Kennedy crowd, they're 
jumpy about the market. They're 
certainly not out to set any records. 
The production of tv commercials is 
directly related to this mood." 

Some see the recent total-produc- 
tion decline as indicative of the 
changing color of the commercials 
industry itself. There is emphasis 
today on quality, they contend — 
perhaps fewer, but infinitely better, 
commercials. ^ 


(Continued from page 31) 

BBDO. He joined ABC in 1950 and 
served in a variety of sales executive 
positions before resigning in 1953 to 
become an independent packager and 
producer of tv shows. 

Julian Goodman. 40, has been 
NBC news and public affairs vice 
president since Januarv 1961. He 
joined NBC station WRC in Wash- 
ington as a newswriter in 1945. He 
was later appointed Washington ed- 
itor of News of the World, then man- 
ager of news and special events for 
NBC Radio. 

In 1951, he took over the equiva- 
lent part for tv, and retained the 
combined jobs when NBC's radio and 
television news department were 
merged. He became manager of news 
and special events for NBC Wash- 
ington and was named director of 
news and public affairs in 1959, and 


The Bowerf Boys 




moved to New York. 

Herbert S. Schlosser, 36, last 
month was named NBC TV vice 
president, talent and program ad- 
ministration, having been director in 
that post since June 1961. He joined 
NBC in 1957 as attorney for Cali- 
fornia National Productions Inc., and 
later became CNP vice president and 
general manager. 

Grant A. Tinker, 37, rejoined NBC 
in 1961 as general program executive 
in the tv network. He came to the 
company from Benton & Bowles 
where he had been vice president 
and director of programing since 

Earlier, he was with McCann- 
Erickson for five years as director of 
program development, and before 
that served as operations manager of 
the NBC Radio network for three- 
and-a-half years. 

George A. Graham. Jr.. 39, vice 
president and general manager of 
NBC Radio since 1960, joined the 
network as a salesman in 1953 for 
NBC TV's Today. 

He was advanced to the positions 
of tv network salesman in 1954: NBC 
TV children's programs sales super- 
visor, 1955; NBC TV sales adminis- 
trator and NBC Radio sales service 
director, both in 1956; radio net- 
work sales planning director. 1957, 
and vice president, sales planning 
for the radio network, 1959. 

At Mutual, another outstanding 
voung executive in addition to Erwin, 
is Philip D'Antoni, 32, who was pro- 
moted to general sales manager in 
1961. He had been eastern sales di- 
vision manager for three years. 

D'Antoni entered broadcasting in 
1950 as a member of CBS TV's re- 
search and sales development staff. 
The next year, he joined Gill-Perna, 
Inc.. a station rep firm, and in 1952 
he became a sales account executive 
for Weed & Co.. radio station rep 

While the cutoff age for "bright, 
young'" executives in this article was 
set at 10. there exists no dearth of 
leadership at the broadcasting net- 
works among executives aged 41 and 
above. Representatives of this 
"crowd" are: Stephen C. Riddleberg- 
er, 11. president. \BC Radio o&os; 
Mamie Webster, 16, CHS radio vice 
president and general manager. CBS 
Radio Sptil Sales, and Robert L. 
Stone. 11. vice president and general 
manager, NBC TV network. ^ 



16 JULY 1962 


{Continual from page 36 I 

"The comic element in advertising 
ia \ci\ good," says Largo, "espe- 
ciall) for beverages. Ml you see in 
other commericals is a prett] girl, 
big bottle, prett) girl, l>ig bottle, and 
all you hear is musical jingle, big 
bottle, musical jingle, big bottle. A 
(lexer commercial gets better listener- 
slii|i and does a better j"l) ol Belling." 

\\ ith the use of bumorous copy 
not only did sales increase "tremen- 
dously" for the first quarter of '62 
but. according to No-Cal president 
Kirsch and advertising manager Mil- 
ton WollT. aa a result of the provoca- 
te advertising, bottlers in seven new- 
areas have joined the No-Cal family . 
\\ e could not be more enthusiastic 
about radio," says Wolff. "Since we 
launched No-Cal 10 years ago, radio 
has been the foundation of our ad- 
vertising, adding continuity and con- 
sistency to our advertising program. 

Largo contends, "l!\ using radio 
we can get a much wider coverage. 
\\ ith sound effects and witty dialogue 
we catch the car of the listener. It 
reaches out and pulls the listener into 
the situation. The sight is not as im- 
portant. No-Cal i> -till fairl) new and 
our Quinine water, which came out 
last year, even newer to the market. 
W e still need to educate people, and 
with radio we can use 120 words a 
minute to do it." 

Last summer, when No-Cal Qui- 
nine water first came out. the No-Cal 
Corp. had a new opportunity to use 
radio for a product launching. Here, 
too, it proved successful. I sing New 
York as a test market. 35 -pots per 
week on each of five station- i \\ NBC. 
and tag-lines on No-Cal spots, the 
company and agency speculated on 
the tonic's sales growth. "X" was 
considered as the sales base for the 
first \car with subsequent growth for 
tbe next I\m> years as x-pluses, pre- 
sumably reaching a sales plateau the 
third year. But the third year goal 
was achieved in the first year. "This 
was phenomenal.'' Largo exclaimed. 

There is a big fat market for die- 
tetic soft drinks, with advertising 
taking a big part in the competition. 
It is estimated that there are 35 to 
40 million weight watchers in the 
United States, or one out of every 
(Please turn to page 63 I 

The pedigree of honey 
does not concern the bee 


But the pedigree of BEELINE RADIO docs concern the 
advertiser who wants to reach all of Inland California 
and Western Nevada. The pedigree of the McClatchy 
stations includes an outstanding record of program ex- 
cellence and public acceptance in 5 sales-rich markets. 
Join the many happy advertisers who regularly use Bee- 
line Radio. 

McClatchy Broadcasting Company 

delivers more for the money in Inland California-Western Nevada 




16 july 1962 




Look Magazine study 

(Continued from Sponsor Week) 

In the study, 26.3% of women re- 
membered something specific about 
the average food and beverage ad in 
Look of the previous day, compared 
to 24.9% for 60 second tv commer- 

cials. Magazine recall ranged from 
14% and to 39.4% and tv recall 
ranged from 5.6% to 44.7%. 

The study found that for Chef Boy- 
Ar-Dee and Pepsi Cola ads, different 
points were chiefly remembered, al- 
though the ads were similar, because 
of inherent media differences. 


Alberto-Culver, which registered a 
143% jump in sales for the six- 
month fiscal period ended 31 May, 
is going all-out for its second annual 
national sales convention. 

To dramatize a greatly-increased 
advertising budget to be announced 
at the 26 July afternoon session, A-C 
has gathered an array of top tv stars 
from the three networks to appear in 
the "TV Spectacular" format in which 
the meeting will be conducted. 

The place: the O'Hare Inn in Chi- 

Campaigns: James 0. Welch Co. will 

FIRST ANNUAL public service in telecasting award of the Colorado Broadcasters Assn. goes 
to Continental Oil for Jet Age documentary on KLZ-TV, Denver. Seen here (l-r): Jack Tip- 
ton, station mgr.; Marvin Huyser, Conoco district mgr.; Dick Montgomery, Clinton E. Frank 

EXPANDED tv code review board of the NAB discusses coming activities with dir. Robert 
Swezey (standing). Seated (l-r): Lawrence H. Rogers II, exec. v. p. Taft Broadcasting; Robert 
W. Ferguson, exec. v. p. WTRF-TV, Wheeling; Joseph Ream, CBS v. p.; William Pabst, exec. v. p. 
KTVU, Oakland and bd. chmn.; Mrs. A. Scott Bullitt, pres. KING-TV, Seattle; Ernest Lee 
Jahncke, Jr., NBC v. p.; Alfred R. Schneider, ABC v. p.; George B. Storer, Sr., Storer chmn. 

RETIRING pres. of the Omaha Sales and 
Marketing Executives club Eugene S. Thomas, 
KETV gen. mgr. gets appreciation plaque 
from incoming pres. Christian H. Petersen 
(Paxton-Mitchell) as installation guest speak- 
er Zenn Kaufman, markt'g consult't stands by 

the new Philadelphia of- 
n, Woodward is attended 
by George McCoy (I) and Bud Gates (r), 
both media supervisors at N. W. Ayer, Phila- 
delphia. In center is Don Heller, office head 



I<> ii i.v 1962 

use two network kids shows this fall 
to promote Welch's candy, via 
Chirurg & Cairns. Involved are CBS 
TV's "Captain Kangaroo" and ABC 
TV's "Discovery." 

ell from BBDO to marketing manager 
at Norelco. 


One of the few notable agency 
mergers to take place in recent 
months involves Welch, McKenna 
and Potts-Woodbury. 

The Denver-only firm of Welch, Mc- 
Kenna has been combined with the 

present Potts-Woodbury Denver or 
ganization and becomes part of the 
overall P-W complex with offices in 
Kansas City, New York and Denver. 
Note: Billing for the month of 
June is unaffected but media sched- 
ules placed under the Welch, Mc- 
Kenna name for July and threafter 
should be billed to the Potts-Wood- 
bury Kansas City office. 

Agency appointments: The Daitch 
Shopwell Supermarket Chain to Cole 
Fischer Rogow. Media plans center 
around spot tv and radio and news- 
papers . . . Atlas-Mayflower Moving 
and Storage Co., McClosky & Co., 
Penn Center Bowling and the Ritten- 

house Savoy Apartments, all of Phila- 
delphia, to T. L. Reimel Advertising 
. . . KMEX-TV, Los Angeles to Kenyon 
& Eckhardt . . . Grand Taste Packing 
Company of Los Angeles to Beck 
man, Koblitz, with media plans for 
spot radio with other media added 
in the fall . . . Barbasol ($750,000) 
from George J. Walsh to William Esty 
. . . Salada Tea ($3 million) from 
Cunningham & Walsh to Hoag & 
Provandio Boston . . . Hanover Can- 
ning Company to Del Wood Associ- 
ates for radio and tv advertising for 
canned foods and potato chips . . . 
Celina Insurance Group to Geyer, 
Morey, Ballard . . . International Me- 
dia Guide to 0. S. Tyson & Company. 

MISS MARYLAND Shelda Farley receives 
her trophy from Jay Grayson and Bob Jones, 
hosts of WBAL-TV, Baltimore's One O'Clock 
Show. Pageant was at Reisterstown Road 

CONFAB of San Francisco Radio Broad- 
casters Assn. is lead by pres. Elmer O. 
Wayne, KGO (standing). Members (l-r): 
Tom Marx, KFRC; Jim Brown, KSFO; Jules 
Dundes, KCBS; Wayne; Dick Calendar, 
KNBC; Jayne Swain, KYA; Walt Conway, 
KDIA; Egmont Sonderling, KDIA are gathered 

16 JULY 1 ( )62 

LES GIRLS — Wild Bill Hickok, an early morning dj on KFRC in San Francisco poses happily 
with the winner and runner-ups in the contest for the Queen of the 13th Annual Solano County 
Fair. He was among the judges from the radio and newspaper fields who chose the lovely lady 


Affiliation: An agreement between 
two Birmingham agencies will com- 
bine the operations under one roof. 
Involved are Sparrow Advertising 
Agency and Public Relations & Ad- 
vertising Associates. 

New agency: Mort Silverman, veteran 
broadcaster who is presently man- 
aging director of KMRC, Morgan City, 
La., has opened his own advertising 
agency under the name The Sterling 
Co. with offices located at 910 Royal 
St., New Orleans. 

Financial report: A. C. Nielsen re- 
ported revenue for the nine months 
ending 31 May was $29,575,945, up 
11% from $26,561,476 with net earn- 
ings up 14% to $1.24 per common 
share from $1.09. 

International entente: The Victor A. 
Bennett Co. of New York has merged 
with Pritchard, Wood and Partners 
Ltd. The name of the American 
agency is to be changed to Pritchard 
Wood Inc. Head office will remain in 
New York and the San Francisco 

branch will 

be retained and devel- 


Owen Saddler, KMTV General Manager: "Color TV is 
a cornerstone of our reputation for being first with the 
best in Omaha. Color is a consistently valuable promo- 
tion tool. Most important, Color translates into extra 
rating points. In short, Color is a valuable part of our 
present and the inevitable future of TV." Color TV 
can pay off for you, too. Find out how today from: 
B. I. French, RCA, 30 Rockefeller Plaza, New York 20, 
N. Y., Tel: CO 5-5900. 

New v.p.s: Alfred M. Swift at Robert 
A. Becker, New York pharmaceutical 
agency . . . Jerry Coleman at Wade 
Advertising . . . F. Bourne Ruthrauff 

at Kudner. 

Brennan to associate director of 
media at Geyer, Morey, Ballard for 
the Rambler account ... Dr. Alex- 
ander Hillenbrand to research direc- 
tor of International Media Guide . . . 
Rene Gnam to account executive at 
Wunderman, Ricotta & Kline . . . Al 
Gary to manager of Kenyon & Eck- 
hardt Los Angeles . . . Franklin J. 
Hennessy to treasurer of K&E . . . 
Burke Rhind to media director at The 
Roland D. Ptak Agency . . . Leo M. 
Langlois to broadcast supervisor at 
Clinton E. Frank . . . Philip M. 
Monroe to animation director at Leo 

Kudos: Howard Swink, president of 
Howard Swink Advertising, Marion, 
Ohio, for the second consecutive 
year was awarded the National Ad- 
vertising Agency Network "creative 


NAB's joining as a member-sub- 
scriber the National Better Business 
Bureau is anticipated as a forward 
move in the strengthening of its 
guidance activities. 

In a related move, Maria E. Michal, 
formerly with Philip Morris as man- 
ager of information services, will 
join the New York Code office of the 
NAB as senior editor, Claims Re- 

With the Georgia Assn. of Broad- 
casters Summer Convention just a 
few weeks away (5-7 August), here's 
a roundup of the highlighted events. 

Ted Leitzell of Zenith will discuss 
the future of fm and stereocasting; 
Jim Hulbert, NAB, will discuss the 
new logging rules due out from the 
FCC; Bill Garrison, WFBC, Green- 
ville, will exhibit the latest in auto- 



16 july 1962 

matic equipment and discuss auto- 
mated logging. 

There'll also be a special "Wash- 
ington Scene" panel discussion at 
the Jekyll Island convention. 

The NAB has decided to go ahead 
with a two-week summer seminar 
next year at the Harvard Graduate 
School of Business Administration. 

These executive development ses- 
sions began in 1959 and this is the 
first summer since that they haven't 
been held. 

The seminar is designed to give 
; broadcasters an approach to man- 
agement based on case studies de- 
veloped at Harvard. The system en- 
ables broadcasters to solve practi- 
cal problems confronting station 

TV Stations 

Insurance advertising on tv is mov- 
ing to new highs in 19G2, with first 
quarter billings alone 23.2% over the 
like period a year ago. 

According to TvB, total gross time 
billings were $4,494,525, against $3,- 
647,894 in the like quarter a year 
ago. Of the total, network billings 
were $3,610,525, compared with $2,- 
939,894 last year. Spot billings in 
the first quarter were $884,000 
against $708,000 in the like quarter 
of 1961. 

Leaders in the quarter were Mu- 
tual of Omaha ($961,915) and the 
Prudential Insurance Co. of America 

Totals don't include billings for 
Metropolitan Life which enters tv 
this fall or the Insurance Co. of 
North America and the Continental 
Casualty Co. of Chicago which just 
recently entered the medium. 

Ideas at work: 

• WFBG (AM-FM & TV), Altoona 
recently completed a hard-hitting 
promotion campaign called Bee 
Gee's Giant Giftwagon. A 28-foot 
moving van served both as a travel- 
ing billboard to be driven through- 
out the station's coverage area and 
as a large, eye catching van to dis- 
tribute gifts to residents. 

• WABC-TV, New York has chosen the adult KFMB RADIO audience! Big 
audience, attentive listenership close the sale 
for you. Pulse and Nielsen say KFMB has more 
adult listeners than any other station in the 
better part of Southern California. 



In Television: WGR-TV Buffalo Represented by | n Radio: KFMB & KFMB-FM San 

• WDAF-TV Kansas Crty . KFMB-TV f V" \f *\ 

„ CD ^ Ji\ 1= . (i«— -Y'.'^aYc. ») D,« a o . WOAF 4 WOAF-FM Kansas 

San Diego • KERO-TV Bakersfreld \T ~A A" J 

•".»«-. .. City 

WNEP-TV Scranton-Wilkea Bar 

WGR & WQR.FM Buffalo 


348,000,000 PEOPLE PAID TO SEE 

the Bowcrf Boys 






SPONSOR • 16 JULY 1962 


- s 

WAVE-TV gives you 
28.8% more HOUSEWIVES 

—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 

two teenage high school students as 
winners of its "Youth Tv Writer" 
script competition. The two will 
work at the station this summer to 
develop their winning entries into a 
tv program for young people. 

Financial report: Wometco Enter- 
prises reported earnings for the first 
24 weeks of 1962 were up 55% over 
the same period last year. Net in- 
come after taxes was $916,196 com- 
pared to $592,010 for 1961. Gross in- 
come was $8,915,101 and per share 
earnings were 83 cents. 

Social note: Capital Cities Broad- 
casting has mailed invitations to its 
8th annual "Time out for timebuy- 
ers" day. The Norwegian-American 
luxury cruise liner, M.S. Oslofjord 
sails at 8 a.m., 28 July from pier 42 
with some 300 timebuyers on board 
for the "Cruise to Nowhere." 

Kudos: Al Munn, a member of the 
sales staff of WSOC-TV, Charlotte, 
was awarded the Distinguished 
Salesman's Award by the National 
Sales and Marketing Executive's 
Club . . . WMOX-TV, St. Louis, re- 
ceived a special award from the St. 
Louis Council on Human Relations 
for its efforts in developing better 
understanding in the community. 

Getz, Jr., public relations director for 
KYW (AM & TV), Cleveland, has left 
the Westinghouse Broadcasting sta- 
tions to join the advertising-public 
relations agency of Wain & Getz 
Associates as a partner . . . Jack 
Medina to the newly-created post of 
local sales manager of KXTV, Sac- 

Mike Shapiro, general manager of 
WFAA (TV-AM & FM) Dallas fired 
some significant industry questions 
at FCC chairman Newton Minow in an 
exclusive tv interview. 

Some Minow responses on the local 
show, "Let Me Speak to the Man- 

• The government cannot censor 
programs and should not ever. 

• We are encouraging broad 

i Please tui n /<> pace 59 i 



16 .ii i.v 1962 

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

16 JULY 1962 

Copyright 1962 




The Senate Commerce Communications subcommittee hearings on various 
proposals to "do something" about Sec. 315 produced united appeals by the net- 
work chiefs, other broadcasters and by NAB president LeRoy Collins for outright 

This was the aim of a bill introduced for Sen. Vance Hartke (D., Ind.), by subcommit- 
tee chairman John Pastore (D., R.I.), who during the course of the hearing spoke of the 
"ridiculousness" of Sec. 315. 

Unfortunately, this enthusiasm didn't appear to be shared generally. Opposition 
of perennial splinter candidate Lar Daly, and spokesmen for some other way-out groups, 
wasn't serious. Disposition of other Senators on the subcommittee and those testify- 
ing appeared to be that some sort of temporary or trial suspension would be safer. 

Sens. Jacob Javits (R., N.Y.) and Joseph Clark (D., Pa.), who joined in a resolution for 
suspension for congressional candidates in 1962. did not endorse the broader ideas contained 
in other bills. Javits merely reserved judgment, while Clark noted opposition to even that 
much and suggested a compromise which would suspend only for 1962 and only 
for minor party candidates, leaving the political equal time provision to continue apply- 
ing to Democrats and Republicans. 

Javits testified that the fairness rule would still be in effect, as did the broadcasters, but 
Sen. Norris Cotton (R., N.H.) said this would place on stations the risk of later adverse 
rulings by the FCC. Javits said broadcasters would gladly take the risk to gain 
greater flexibility in public service. 

Sen. Ralph Yarborough (D., Tex.) asked CBS president Frank Stanton to supply for the 
record the number of minutes given to him on CBS programs in his five years in the Senate 
and to compare it with the number of minutes given Sen. John Tower (R., Tex.) in his sin- 
gle year. The inference was of unfairness. 

Sen. Gale McGee (D., Wyo) indicated there should be a trial suspension only, and 
warned that "we are in for some shocks" in that stations will not hit the same high 
standards as the networks did in 1960. Javits told him he hoped the industry would set 
up a committee to make standards and to advise the stations. 

None of this colloquy gave much hope for more than a 1962-only suspension, though the 
even less generous bills seeking to do onlv in 1964 what was done in 1960 got no attention. 
In point of fact, the odds against passage of any Sec. 315 legislation by Congress this 
year would appear to be long. We are now r heading into the pre-adjournment rush, which 
will be on in earnest as soon as the appropriation logjam is broken. The House Commerce 
Committee hasn't even scheduled hearings as of this date, and some members of 
that committee are much opposed to loosening Sec. 315. 

The Health, Education and Welfare study of the effects of tv on children has 
been mapped out by that Department. 

However, it may not meet the expectations of Senate Juvenile Delinquency subcommit- 
tee chairman Thomas Dodd (D., Conn.) whose brainchild it was. 

A "steering committee" has been set, and HEW secretary Abraham Ribicoff has issued 
the opening statement. The statement said the probe would start with "no preconceived 
ideas," that purpose is to "separate facts from fancy" in the various claims and counterclaims 
about effects of tv on children. But 5 of the 7 steering committee members are from 
the broadcasting industry. Dr. Ralph Garry, subcommittee consultant, seems to be the 
lone exponent of the critical views of Sen. Dodd. 

The investigation will resolve itself down into time-consuming conferences among 

(Please turn to page 57) 

16 JULY 1962 


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


16 JULY 1962 

Copyright 1962 



A Park Avenue agency has agreed to set up a separate unit dealing directly with 
the client in order to save one of its accounts. 

The client had complained there was too much supervision from management and 
that people involved in the account were spreading themselves too thinly. 

The FTC's citation of CBS Records on antitrust grounds was seen by some in 
the trade as having ulterior motivations against CBS, Inc. 

Like, for instance, forcing the corporation to spin off its record involvements— a la its 
stockholding in BMI. 

A New York agency tv v.p. was thrown for a row of orthicons last week when 
a southern station informed him that it would cost him $100-125 extra if he came 
down to tape a commercial. 

Said the station: if you let us do the job by ourselves we won't charge you anything. 
P.S. : The agency executive nevertheless took the trip. 

Is it necessary to surround a presentation to agencies with gimmicks? 

Some agency media people think that the perpetrators of such byplay can not only de- 
tract from the substance of the presentation but annoy the audience. 
They give these as examples: 

• Starting off the pitch with the statement it won't take over 14 minutes and 

dramatizing this assurance with an alarm clock. 

• Using a pair of castanets to tick off the points made. 

• Holding up samples of the product being referred to. 

Standard Industries, which owns Lestoil, is expected this week to pick one of 
the four agencies that have been bidding for the $7-8-million Lestoil account. 

The company has plans for product diversification, with likely further exploitation of 
the Lestoil name, as happened in the case of calling the starch Lestare. 

The motivational gentry in agencies better beware about media stealing away 
their cabalistic lexiconic fire. 

To flout their singularity when it comes to terms of esoteric import the media boys have 
the language which has sprouted with the electronic computer. 

In other words, you're not in the swim if you can't toss some of such terms into a group 
meeting or what-have-you. To cite a few: 

Heuristics: the science of pragmatic logic, or you've only got partial information but 
the answer seems to be right. 

Stoachistics: analysis of random behavior, or something that has no underlying or 
predictable cause. 

Queing Theory: a mechanistic application of the problem, or as close a9 you can 
get to it. 


SPONSOR • 16 JULY 1962 


i Continued from page 5 1 1 
casters to take positions on contro- 
versial questions, editorialize and stir 
up their communities on what the 
broadcasters think is important. 

• If people are willing to risk funds 
and talent and resources into this 
Hartford experiment (pay tv), then it 
seems to me we should make the op- 
portunity available and let the mar- 
ket place and public decide. 

Radio Stations 

Maurie Webster, general manager of 
CBS Radio Spot Sales had some 
tips for the Toronto Radio and Tv 
Executive Club on the proper use of 

Pointing out that today's concept 
of radio goes beyond the straight 
music and news format of years ago 
to include interviews, editorializing 
and other features, Webster sug- 

• Modernize commercial cam- 
paigns to conform with radio's new 
programing. He said that agencies 
overrate drive time while ignoring 
other important parts of the day. 

• Select the right stations. A 
commercial in a program that draws 
the listeners full attention will be 
worth far more than one surrounded 
by pleasant, half-heard music. 

• Use more creativity and inge- 
nuity in producing radio commer- 

RAB has issued a progress report 
on Higbee's Department Store which 
has cooperated with the bureau in a 
two-year study. 

The $57-million Cleveland store 
tested radio's effectiveness from 
September 1959 through November 
1961 and is now a steady advertiser 
on its own. 

RAB reports that sales during the 
second year of the test increased 
8.6% (for the fiscal year ended this 
past February), while Federal Re- 
serve figures show Cleveland met- 
ropolitan area stores as a group 
declined .3%. 

Ideas at work: 

• Not many radio announcers will 

risk life and limb to raise money for 
a Youth Center, but WMNZ, Monte- 
zuma assistant manager Cal Zeth- 
mayr did just that when he mounted 
the station's 235 foot tower and 
broadcast appeals for $1,000. 

• It might not work in New York 
city where taxi cabs proceed at a 
virtual snail's pace in a sea of traf- 
fic, but WAME, Miami has come up 
with an interesting twist. The sta- 
tion has signed an agreement with 
the Yellow Cab System of Miami 
whereby the 300 two-way radio 

equipped cabs of the fleet will act 
as news reporters for the station's 
news department with on-the-scene 

• Over 4,000 boys from the Omaha 
area attended the First Annual KOIL 
Boys' Club Picnic at the local Civic 
Auditorium and were treated to a 
free lunch, live entertainment and 
$1,000 in athletic equipment. 

Historical note: While stations across 
the country are heralding their 40th 
birthdays, KJR, Seattle lauds that on 

Great majority of Nation's TV stations 
are already equipped to telecast color 

Now, nearly 75', of the TV stations coast-to-coast are 
equipped to rebroadcast network color . . . giving color 
coverage to areas with 98' ,' of the TV homes in the 
country! Almost 30' J are equipped to originate color on 
a local basis, and are adding hundreds more hours 
weekly to total color programming. Color TV is growing 
every day, and it pays. Find out how it can pay off for 
you from: B. 1. French, RCA, 30 Rockefeller Plaza, 
New York 20, N. Y., Tel: CO 5-5900. 


16 july 1962 


16 August it will start its 42nd year, 
having been inspected in 1921 be- 
fore it was actually licensed. 

New quarters: WSAI (AM & FM), Cin- 
cinnati broke ground for a new stu- 
dio in a building to be constructed 
at the site of their fm transmitter 
located at 8th and Matson Streets in 
Price Hill. 

Kudos: KPRC, Houston swept the 
Texas Associated Press Broadcast- 

ers Assn. Awards winning three first- 
place honors. 


the sales staff of KWK, St. Louis as 
an account executive . . . Clarence 
E. (Dusty) Rhodes to vice president, 
Francis Martin to general sales man- 
ager and Walter Wierzbicki to tech- 
nical director of Mid-State Broad- 
casting Corp., which owns or has 
affiliations with five Mchigan radio 
stations . . . Donald Quayle, formerly 
assistant general manager for radio 


William B. McGrath, WHDH-TV General Manager: 
"Color TV enthusiasm in Boston has never been higher. 
Color set sales are excellent, which means a fast-growing 
audience for WHDH. We give everything the show- 
manship of full color, and our great experience in Color 
TV has substantially enhanced our reputation as New 
England's most modern TV facility." Color TV can 
pay off for you, too. Get the full-color picture today 
from B. I. French, RCA, 30 Rockefeller Plaza, New 
York 20, N. Y., Tel: CO 5-5900. 

of WGBH, Boston, to the newly- 
created post of director of radio 
services of the National Educational 
Television and Radio Center . . . Cal 
Zethmayr to assistant manager of 
WMNZ, Montezuma, Ga. . . . Edward 
T. McCann, Jr. to sales manager at 
WEZE, Boston . . . Robert W. Schel- 
lenberg to general sales manager at 
WJXT, Jacksonville . . Jim Kinkade 
to account executive for WSM, Nash- 
ville . . . Jackson Fleming to general 
manager of KBTR, Denver. 


The opening today of a Minneapolis 
office is the third major expansion 
move by Peters, Griffin, Woodward in 
a month. 

The new office, located in the First 
National Bank Building, suite 1710, 
will be headed by John J. Cameron. 

Other moves within the last 30 
days: a new PGW Philadelphia office, 
an expansion of the mid-west sales 
staff in Chicago and staff additions 
in New York. 

Rep appointments: KTVW-TV, Seattle- 
Tacoma to Weed Television for na- 
tional sales . . . KASE, Austin to 
John E. Pearson for national sales. 

Paul to assistant manager of sales 
service in New York and Steven R. 

Orr to sales service manager in Chi- 
cago at Blair Tv Associates . . . 
Robert Emmett Curran, Jr. to ac- 
count executive at Young-Tv . . . 
Sy Thomas to vice president and 
general manager of the Chicago of- 
fice of Radio T.V. Representatives, 
replacing Edward Nickey . . . Don 
Keck to account executive at ABC 
TV National Station Sales New York 
. . . Churchill S. Miller to the New 
York Television Sales staff of Katz 
. . . Edward B. Ingeman to the New 
York office of Peters, Griffin, Wood- 
ward as a tv account executive . . . 
John E. Buzby to H-R Television Chi- 
cago as account executive . . . 
Paul R. Abrams to the New York radio 
sales staff at Katz . . . Charles E. 
Burge to Chicago sales manager for 
CBS Radio Spot Sales . . . Roderick 



16 JULY 1062 

Guerdan, for the past seven years 
with NBC Spot Sales and Sales Serv- 
ice, to the New York tv department 
of Venard, Rintoul & McConnell. 


Seven Arts is circulating a special 
ARB study of the performance of its 
post-1950 Warners features on KTVU, 
San Francisco. 

During 16 months, Sunday and 
Monday double exposures, the sta- 
tion's average share of audience 
zoomed from 3% in December 1960 
to 16% average from January 1961 
through May 1962. 

Sales: Walt Disney's "Mickey Mouse 
Club" to WBAL-TV. Baltimore. WBAP- 
TV, Dallas-Ft. Worth, WCSC-TV, 
Charleston, KMBC-TV. Kansas City 
and KOVR-TV, Sacramento, raising 
total markets to 47 . . . Allied Artists 
Tv's Science Fiction Series to five 
more markets . . . Twentieth Century- 
Fox Tv International has sold series 
in three new foreign markets — Hong 
Kong (Rediffusion Ltd.), Nigerian TV 
Services station in Lagos, and Telibor 
in Beirut. 

Animation dictionary: The staff of 
Quartet Films has compiled, and is 
making available to interested par- 
ties, an attractive glossary on the 
byways and mainstreams of anima- 
tion. If interested contact: Les Gold- 
man, Quartet Films, 5631 Hollywood 
Blvd., Hollywood 28. 

Jacobs to New York sales executive 
and eastern representative at ITC 
. . . Lawrence L. Goldwasser, pro- 
ducer-director for Elliot, Unger & 
Elliot, to Tele-Video Productions as 
executive vice president . . . 
Albert G. Hartigan to vice president 
and general sales manager of Video 
House, Inc. . . . Alex Horwitz, Karl Von 
Schallern and Al Banks to sales repre- 
sentatives at MGM-TV. 

Public Service 

WLS, Chicago contributed a notable 
$1,228,360 worth of radio time in pub- 
lic service announcements and pro- 

grams in the year ending May 1962. 
According to WLS president Ralph 
Beaudin, a high percentage of the 
time was afforded to local efforts. 

Public Service in Action: 

• KMOX, St. Louis has signed an 
agreement with Civil Defense and the 
U. S. Army Corps of Engineers to pro- 
vide a "protected" broadcasting fa- 
cility for news dissemination under 
radioactive fallout conditions. 

• WJBK is featuring a daily salute- 
in-sound for five deserving Detroiters 
selected on the basis of community 
activity. Station personalities play 
the WJBK-produced record "Detroit, 
My Home Town" especially for them. 

• Questions concerning pets, their 
ailments, habits and adaptability to 
home life were answered free of 
charge by four of Chicago's leading 
animal experts on a WIND Telephone 
Pet Clinic. Answers were given pri- 
vately as a public service. 

Kudos: WSIX, Nashville got special 
plaques for cooperation in behalf of 
the Nashville Memorial Hospital by 
Parkwood Estates developers . . . 
The Veterans of Foreign Wars of 
Georgia have honored the Georgia 
Association of Broadcasters and its 
executive secretary Jack Williams 
for work in promoting the Voice of 
Democracy contest . . . John S. 
Booth, president of Chambersburg 
Broadcasting and WTOW. Towson, 
Md. has been appointed Pennsyl- 
vania radio and tv chairman for the 
1962-63 Radio Free Europe Fund 
drive . . . NBC Radio got a Gold Bell 
Award from the Catholic Broad- 
casters Assn. for its broadcast of 
the Midnight Mass from Heinz 
Chapel, University of Pittsburgh . . . 
The Continental Oil Co. was recipient 
of the Colorado Broadcasters Assn.'s 
first annual Public Service in Tele- 
casting award for its sponsorship of 
a special KLZ-TV. Denver news docu- 
mer.taiy on jet age problems . . . 
The WFBM stations, Indiana have 
been awarded a Catholic Broadcast- 
ing Assn. of America citation . . . 
KRLA, Los Angeles has received a 
special tribute for "unique contribu- 
tions" to the state campaign for sen- 

and AGAIN 
and AGAIN 

If A If C 


and the 21 County Advertiser Area 

Sow in the 

6th YEAR of 



^\ Represented nationally 
\^7 by Adam Young, Inc. 

Another Station of 


KAKC — Tulsa 


Kansas City 


One of America s 

Fastest Growing Radio Groups 






Represented nationally b\ Kate 




16 .]i \.\ \'H)2 


ate reapportionment from its leader, 
Los Angeles County Supervisor Frank 
G. Bonelli . . . John F. Box, Jr., man- 
aging director of WIL, St. Louis, got 
the New Crusader Newspaper Award 
for "Contribution of Community and 
Public Service" . . . L. H. Rogers, II, 
executive vice president of Taft 
Broadcasting, got the "outstanding 
service award" of the local branch of 
the U. S. Citizens Committee. 

Station Transactions 

The Hearst Corp. has contracted to 
purchase complete ownership of 
WTAE-TV in Pittsburgh. 

The station is operated by Televi- 
sion City, 50% of the stock of which 
has been owned since its inception 
by the Hearst subsidiary WCAE Inc. 

The deal, subject to FCC approval, 
provides for a cash payment of $10,- 

we never broadcast 
your identity 

^ (mj are revealed only to serious, financially responsible buyers 

of broadcast properties. We do not send out lists. Every sale is bandied 

on an individual basi^. Most important, too, you benefit from 

Blackburn's sound knowledge of markets, of actual sales, 

and of changing values. 

I3LA.CIvBlJ fvN & Company, Inc. 




lames W. Blackburn H. W Cassill Clifford B. Marshall 

lack V. Harvey William B. Ryan Stanley Whitaker 

Joseph M. Sitrick Hub Jackson Robert M. Baird 

Cerard F. Hurley 333 N. Michigan Ave. |ohn C. Williams 

RCA Building Chicago, Illinois 1102 Healey Bldg. 

FEderal 3-9270 Financial 6-6460 |Ackson 5-1576 


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


Seller is a group headed by Earl 
F. Reed and Irwin D. Wolf, Jr., voting 

Television City will continue to op- 
erate the station which will be co- 
owned by the Hearst Corp. and its 

Other Hearst broadcasting proper- 
ties: WBAL (TV-AM & FM), Baltimore 
and WISN (TV-AM & FM) Milwaukee. 

The merger and consolidation of 
three broadcasting properties into 
Basic Communications, Inc., has got- 
ten a green light from the FCC. 

The radio stations involved are 
WAKE, Atlanta, WDYE, Birmingham, 
WWVA, Wheeling, West Va. 

Principal officers of the corpora- 
tion are Ira M. Herbert, chairman of 
the board; Emil Mogul, president; 
Bernice (Tudie) Herbert, executive 
vice president. 

No changes in management for 
any of the three properties are con- 
templated, according to Mogul, and 
the stations will operate as separate 
units as heretofore although owned 
by the one corporation. 

Headquarters are at 625 Madison 
Avenue New York City. 

KPIG, Cedar Rapids has changed its 
call letters to KLWW. 

Another big change for the station: 
Bob Norris takes over as general 
manager and George Patrick as- 
sumes responsibility for programing 
and production. 


Jerrold Corp. has acquired Analab In- 
strument Corp. of Cedar Grove, N. J. 

Analab is a manufacturer of spe- 
cialized instruments in the oscilo- 
graphic field. 

The new subsidiary will add an im- 
portant base for Jerrold in the test 
instrument field. 

It's the fourth acquisition for Jer- 
rold in little more than a year. 

New offices: A new district headquar- 
ters has been opened in Denver by 
Allied Electronics Corp., industrial 
sales subsidiary of Allied Radio. Ad- 
dress is 6767 E. 39th Avenue. ^ 



16 july 1962 

the shell 
of the nut 

the meat... 

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

There's a moral here lor broadcasters. 

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

Why pay for a coconut to cover an acorn? 

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


>55 FIFTH AVE.. NEW YORK 17. N Y. 
kells the team that buys the time 


1 1 ontinued h om i><iw l ( ' i 

five Americans. Because "I social 
pressures, I ■">'< "f all women in ihi- 
countrj are concerned about theii 
weight, as n< >t onl) the ~oii <li ink in 
dustry, hut also increasing interest 
in health clubs, weight-control meals 
and low-caloi ie foods test if) . 

I tiabetics are a pari "I the No-( !al 
and low-calorie beverage market, but 
much incur important are tin* large 
numbers of weight-watchers. The 
No-Cal commercials are directed first 
at women between the ages of 25 and 
In. then teens, and lastl) men. But 
some men seem to have genuine in- 
terest in their weight. Largo, who has 
been on a diet for three weeks, has 
losl 20 pounds. \\ hen asked if he 
drank No-Cal during this period he 
answered, "I can't drink anything 
else. I even believe mj own adver- 

Largo predicts that low-calorie 
sales will increase and advertising 
will become more important in 
catching the market. Since March 
1950. when 500 cases of No-Cal were 
first sold, consumption has increased 
considerably industry-wise. 20 mil- 
lion cases of low-calorie beverages 
were sold in 1959 and nearly 25 mil- 
lion in 1961, representing a dollar 
volume increase of over 300%, and 
reflecting a growing popular demand. 
\\ ith more advertising and better 
marketing the "soft drink industr) 
faces a growing low-calorie market 
that ma\. by 1970. represent more 
than a third of the soft drink con- 
sumed 1>\ Americans"" i \ational Bot- 
tlers' Gazette I . 

Moreover. Kiixh's Wolff doc- not 
believe the low -calorie beverage mar- 
ket will be hindered substantially 1>\ 
other weight-reducing aids, such as 
pills, diets, and exercises. "All adver- 
tising on weight-reducing is good."" 
he «a\». "It creates a demand and 
puts more emphasis on the problem 

whether the listener is weight con- 
scious or diabetic. Such advertising 
sets an overall umbrella for the diet 
industr) . 

To catch a large share of the ex- 
panding market No-Cal i- more and 
more interested in advertising. "<>ui 
budget will probabl) continue to be 
radio-geared, with newspaper back- 
up. It's the perfect formula foi u>." 

LargO concluded. ^ 

So says 

Lee Edwards 


in Monroe, La. 







■ / 




mm rio* e5 \ 

THE HmW°\ 






FIRST '^ P(rU>4A^ 
FIRST Im, QaV&l&4£^ 


16 JULY 1 ( >()2 




Jim Uebelhart, 


<f^ Consistently at the top in 
popularity for 20 years . . . Build- 
ing audience with each passing 
year. For the last six years, for 
example, Jim Uebelhart has held 
an average share of audience of 
more than 53% for his daily 
newscasts (Pulse 1955-61). 
This type of audience dominance 
ALL DAY LONG is typical of 
WSPD Radio. Listener loyalty 
like this makes your advertising 
investment yield the greatest 
possible return. 

Ask your Katz representative 




a STORER station 

National Sales Offices: 

118 E. 57th St., N.Y. 22 

C>~ u 


_. - . — . . 

Paul C. Brines has been elected t<> the 
board of directors of Truth Radio Corp. 
and Truth Publishing Co. Brines is vice 
president of both firms and general man- 

4ager of the Truth t\ station WSJV-TV, 
South Bend-Elkhart. He is also a vice 
president of WKJG, Inc.. Truth's related 
,^^ corporation in Ft. Wayne that owns and 

^^ operates WKJG i AM & TV). Brines' back- 

ground included the trade press field and executive management of 
stations in Chicago and Peoria before 1955. 

Thomas E. Wood is the new manager of 
(lie Philadelphia office of H-R Television. 
Inc., H-R Representatives. He"ll supervise 
the inauguration of the new office, H-R s 
eleventh sales arm. Wood has been with the 
rep firm for more than a year as an ac- 
count executive. Previously he was with 
the George P. Hollingbery Co. in New York 
as an account executive in the t\ sales de- 
partment. Prior to the rep field. Wood's business experience was 
with the Longines-Wittnauer Watch Co. and Brookhaven Textiles. 

Alan D. Courtney, the new vice president 

of network programs at CBS T\ I see 
SPONSOR-WEEK, 9 July) is a seasoned 
veteran of network t\ programing affairs. 
Courtne) has been a vice president of 
\1C\-T\ for the pas! year and a half. 
However, prior to joining MCA-TV lit 
months ago. he was with NBC for 15 yeara 
in a number of top positions, including 

vice president of nighttime tv programing and vice president, pro- 

"ram and administration. NBC IV. 

Roy H. Holmes has been appointed nation- 
al sales manager for the QXR Network. 
He will direct -ales for the 36-station net- 
work ol lm outlet- which maintain- offices 
in New York, Chicago. Detroit. Los An- 
geles, and San Francisco. Holme- will al- 
so serve a- national sales manager lor I \l 
Spot Sale-. Prior to this association, 
Holme- wa- general manager ol Qualit) 
Music Station-. Hi- broadcasting experience cover- eighl vears at 

\\ INS. New York a- -al.- manager, and 15 years with NBC. 



16 JULY 1962 

////;//. lull, tO I'll ) < i I "I 

aii media i<i< ilities 

The seller's viewpoint 

Lazar Emanuel is president oj Communications Industries ( orp., which re- 
cent!) purchased radio station WJRZ [jormerh It Ml). \enark. I one- 
time attorney, Emanuel has been organizing broadcast companies ha two 
years. He mites here oj radio in \en ) ork, pointing out that most stations 
licensed in the metro area hid for listeners in the entire I 7 -count \ complex. 
He explains liln his company decided to reach listeners in /list nine oj these 
counties, and how this decision arose from facts basic to that favorite phrase 
OJ Sociologists anil planners the "population explosion. 

Why" one broadcaster does not 

^everybody's been talking aboul the "population ex- 

But the onl) licensee in the metropolitan area which 
has done anything about it is C.I.C. — through our latesl 
subsidiary-operated radio facility, station WJRZ in New- 
ark. Y J. 

1 do not qualif) this statement, because I'm suit- of it. 

When we successful!) hid earlier this year for \\ \ I \ 
radio, this New York radio arm of National Telefilm \- 
Bociates was doing exactly what a score of other New York 
area Licensees were and are doing — scatter-shooting pro- 
graming to encompass the huge 17-countj New York City 
complex comprising more than 14 million people. 

To most broadcasters this makes great sense — because 
rating structures and rating measurements are predicated 
on the 17-count) approach to the area. 

However, we fell differently. We felt at least one ot the 
18 transmitter- located in the 25-mile lon^i New Jerse\ 
meadow land should he primaril) geared to northern New 
Jersey's 1.6 million people living in nine of the 17 coun- 
ties "I greatei New York. This we decided to do. 

Our first step -change the call-letters to reflect the New 
Jersej orientation. We picked on WJRZ JHZ for Jersey. 

The second step -to effect a programing pattern pe- 
culiar to New Jerse) interests, one most acceptable to 
these 1.6 millions. We did this via new-. 

The third step— to kick ofT the pattern in such a manner 
as to spotlight our New Jerse) concentration. We did this 
h\ inviting political and municipal leader- as broadcasting 
-pen head- for our "grand opening" rather than "name" 

Hut even more importantly, we've advanced our blue- 
print 1»\ nine months to move into the I'aiaiuus. N I 
Complex with additional Studio -pace ijul\ 17). 

Viiii therein, I feel, lies the real storj ol what we are 

tr\ ing to accomplish. 

Our pattern i- predicated on a basic fact stemming from 


16 .Tti.v 1962 

program to metro New York 

the "population explosion." This i- the turnabout as 
people move from cliff-dwelling to spacious lawn-land- 
scaped existences in shopping habits. 

We had a survej taken ol Metropolitan New Jerse) b) 
Industricon, Inc., New ^oik it- incomes, it- habits, it- 
people, it- ethnic, cultural and social backgrounds every- 
thing in the nine-count\ area that made it tick. From pre- 
liminar) findings we have discovered northern New Jerse) 
i- moiecloseh akin to Nassau Counts and the Los Vngeles 
-San Francisco areas in shopping and buying habits than 
it is to the New York City pattern. This nine-count) area 
lives on wheels has the highest concentration of autos 
per famil) in the East, if not the entire country. \- people 
moved from the heart of New York into this "suburb," its 
highwa) webs expanded via concreted and asphalted ex- 
press-ways, turnpikes, parkways, and cross-road link- that 
provided hubs attracting car-type shoppers. No longei 
were -hopper- limited to subways and buses. 

I he result: huge shopping complexes suddenl) sprang 
up where rabbit hutches once existed and now flourish 
in growth in the classic rabbit manner. We are moving 
into additional studio and office space on Route No. 1 in 
Paramus the new retail center for huge Bergen Count) 
lie. in-.' tin- ha- become the heart ol an $1 I billion buying 
area, one of the richest retail sections in our land. Para 
mu- boasts branches ot major New York department 
stores that out-gross their headquartei establishments 1>\ 
a- much a- two- and three-to-one. 

I he pattern's success ha- been manifested in the in- 
creased number of local sponsors hank-, auto agencies, 
insurance, and othei service groups, realt) organizations, 
and highwa) shopping centers. f*hese people bu> airtime 
on the basis ol result- not rating structures. 

I In- pattern will eventual!) become more practical to the 
national agencies where ratings (and wen- -till too 
"young to expect an) kind of ratin- structure for the 
next half-\ eari are countered b) impact. ^ 



The 4As and product protection 

\\ e"re sorry that the 4A Committee on Broadcast Media 
lelt called on to issue its recent statement on product pro- 
tection. We hoped this issue would die a natural death. 

On the surface, the Committee's report on the 4A "posi- 
tion" seems innocuous enough. 

It merely "recommends" that in order to '"preserve the 
current effectiveness oi television, a minimum oi L5 minutes 
separation between commercials should be maintained." 

Surely this is polite language. And you can bet your hat 
it was pored over and polished by 4A lawyers before they 
allowed it to be released. An association can't be too careful 
of anti-trust suspicions. 

But whatever the legal finesse and limpid phraseology of 
the 4A statement, the implications are crystal clear to any- 
one in the business over the age of puberty. 

In plain language, 1 A member agencies are prepared to 
get tough if broadcasters -tart any fancy shennanigans like 
cutting product protection to 10 minutes. 

Well, maybe that's their right as individual ad shops (it 
isn't of course, a- a collection of agency conspirators.) 

But, as we said two weeks ago (see "Product Protection- 
Sense or Nonsense" ... 2 July), we think there has been a 
lot of sloppy thinking on this subject. 

First of all, in a genuinely free market, the amount of 
product protection any advertiser gets from any broadcaster 
will be governed by the laws of supply and demand. 

Second, any attempt by a big agency, or big client, to 
impose an arbitrary formula of its own on a free market is 
contrary to the doctrines of free private enterprise. 

Third, when such a formula is imposed on truh competi- 
tive situation, somebody gets hurt for every one who gets 
helped. The advertiser who benefits from L5-minute pro- 
le, lioii. doe- so at the expense of the advertiser who accepts 
10-minute protection. It's great only for the guy who's there. 

Finally, the importance and value of product protection 
has never been proved l»v research. 

We suggest you read carefully the letter on page H> from 
Paul Keller, v.p. of Beach McClinton. 

What do we think of the product protection hassle? We 
still sa) it- spinach! ^ 


Comedy: On the Bell & Howe \BC 
T\ special last month. Wlwt's So 
Funny?, a study of what makes pro 
pie laugh, comic Dick Gregory com- 
mented. "Kids today are spoiled rot- 
ten. My son walked up to me not too 
long ago and said. 'Daddy. I'm going 
to run away from home, call me a 

Status seeker: Comedian Alan King 
boasted to a friend that he'd hought 
a Rolls Royce. His friend, who 
worked for OB&M. was unimpressed. 
"David Ogilvy," he told him, "has 
had a Rolls for years." 

Undefeated. King asked. "With 
stained glass windows?" 

Television: Dave Garroway, speak- 
ing nostalgic!) of his first tv shows in 
Chicago, recalls the time he had a 
group of midgits on his show. Since 
llicir bookings were infrequent. Gar- 
roway asked their agent how thev 
managed to live. 

The manager explained that it was 
easy. "I put them into an orphan 
asylum between jobs." 

Talent: On CBS TV's Talent Scouts 
show 17 July, singer Abbe Lane in- 
troduced the Flamanco dancers. Me- 
dina and Marseco. She told host Jim 
Backus, "Marseco learned dancing 
from Arthur Murray — then he found 
out it was much more fun with 

Finance: \\ hen Jimim Dean hosted 
NBC TV's Tonight show last week, 
he said, "I offered 20 million for 
NBC, but they wanted 25. So I asked 
for my $10 deposit back." 

Advertising: \n agencyman re- 
marked to a sponsor editor last week. 
"The personnel come and go so fast 
in in\ shop we have meetings for ac- 
count executives in a revolving door. 

Radio: When you walk through the 
New N oik ollires of Broadcast Time 
Sales, the rep which handles radio 
stations exclusively, a number of pla- 
card- on the walls leave you with no 
doubt as to their belief in the medium 
as the oiiK waj to advertise. Over 
president Carl Schuele's desk is one 
placard which read-. "The Lord Nev- 
o Meant For Pictures to Th Through 
the In." 



16 JULY 1062 



New York Metropolitan Area 


McCann-Marschalk Co., Inc. 
New York 

Eastern Time Zone 


Weightman, Inc. 

Central Time Zone 


J. Walter Thompson Co. 

Mountain & Pacific Time Zones 


Honig, Cooper & Harrington 
San Francisco 



J %S*J S 

These four timebuyers' astute estimates of Channel 7's Sunday on WBKB's 10:15 Sunday night "Award Movie" 
night "Award Movie" ratings have won them two weeks' vacation (for that it's Tops in Chicago with all rating services . . . 
itwo) at the Hotel and Casino Aruba. Netherlands West Indies . . . 
prizes which include round-trip, first-class air transportation, top 
accommodations and meals and a one hundred dollar bar allowance. 

Thanks to winners and to non-winners alike for accepting our 
"challenge" . . . But this is what all the hoopla is about . . . the ratings 

proof positive 

Trendex Telephone Recall for March 25 — April 29... 19.2 
rating... CPM/$1. 60* 

ARB for March 23 — April 19. ..21.0 rating. ,.CPM/$1. 60* 

Nielsen for April 2-15 & April 23-May 6. ..20. 5 rating... 

'Based on end rate 

WBKB's Award Movie is the highest rated and most cost-efficient movie in Chicago's Sunday evening lineup. 



^1 -^Wt^ rM^e^t^'Hrfu^ 

An ABC-Owned Television Station • A Division of American Broadcasting-Paramount Theaters. Inc. • Represented by ABC-TV NATIONAL SALES. INC 

Here is a Cake 
with Icing! 

us© to have your Indianapolis cake 

Here is an opportunity 

with Indiana's Second TV Market for the icing ! 

The unique situation revealed above definitely suggests the importance of re-evaluating 
your basic Indiana TV effort . . . The supporting facts and figures (yours for the asking) 
will show how you gain, at no increase in cost . . . 

1. Greatly expanded Indiana reach 

2. Effective and complete coverage of Indiana's two top TV markets 

3. Greatly improved overall cost efficiency 

So, let an Edward Petry man document the fore- 
going with authoritative distribution and TV audi- 
ence data. 


t*ati° n 


Edward Pelry A Co., Inc. 




8W 8** 

\n *** 

* 11 Q^ artef ' 

V nkAtO W VU 

2 3 1952 



23 JULY 1962— 40c a copy / $8 a year 

Has it really stopped? 
Agency shifts over but 
problems still stick 
with oilmen D 25 

benefit from NAB Ra- 
dio Code — Protection 
is guaranteed in 5 im- 
portant ways p 37 


is news 
as it happens 

IVhat happens, when it happens and as it 
lappens. No medium matches Television 
vhen it's live and on-the-spot. These stations 
ire proud to be part of Television's contribu- 
tor) to fast, accurate, alive coverage of 
Oday's important news events. 

TV Albuquerque 

TV Atlanta 

-TV Bakersfield 

-•TV Baltimore 

TV Buffalo 

■TV Chicago 

A-TV Dallas 

■TV Duluth-Superior 

U-TV Flint-Bay City 

fc-TV Houston 

ImV Kansas City 

K-TV Little Rock 

r Los Angeles 

H-TV Milwaukee 

f -TV .. .Minneapolis-St. Paul 
►•TV Nashville 

WVUE New Orleans 

WTAR-TV Norfolk-Newport News 

KWTV Oklahoma City 

KMTV Omaha 

KPTV Portland, Ore. 

WJAR-TV Providence 

WTVD Raleigh-Durham 

WROC-TV Rochester 

KCRA-TV Sacramento 

KUTV Salt Lake City 

WOAI-TV San Antonio 

KFMB-TV San Diego 

WNEP-TV. Scranton-Wilkes Barre 

KREM-TV Spokane 

WTHI-TV Terre Haute 

KV00-TV Tulsa 

Edward Petry & Co., Inc. 


NEW YORK • CH\r.ACn • ATI flWTA . D^e-rrM. 


K i 


otography by Hartley An 

"Typical WXLW family," the Richard Elliotts, "mop up" moppets after dip. 

. . . Puts you in the swim by delivering one third of the market in 

Walker Research in-person interviews* profiles our typical listening family as occupying a single 
unit dwelling which they own or are buying. The husband and wife of our WXLW "family" are 
in the 30 to 39 year age group . . . have education beyond the high school level . . . and earn 
approximately $8500 per year. (Thirty percent higher than the average city, county or state 
resident.) This is the buying power you want! Our Adult Listeners are an appreciative audience 
and Mrs. Richard Elliott expressed it nicely when she wrote, ". . . our family uses many of the 
products advertised . . . and statements (sponsor messages) aired over WXLW influence my 
shopping list." 

For this above average Adult Family Listening Audience — one third of the Indianapolis market 
and over 26% of the total population of the State of Indianaf — you must buy WXLW. t (NCS 61) 

5000 Watts 950 Kilocycles 

Indianapolis, Indiana 

Bigger than you thought 

For years, advertisers and agencies 
have noted the increasing millions of 
portable radios being bought by the 
public — especially since the advent of 
transistors. But nobody really knew 
how many families from coast to coast 
were actually listening. 

Now we know. And the figure is 
far bigger than was generally thought. 

Nielsen has recently released its 
first national survey of this audience 
( Winter 196 1-'62). It shows that tran- 
sistors and othernon-plug-in portables 
add a giant weekly average of 36% 

to plug-in .set listening. And even more 
significant— from 71 to 92 c 'c of this 
listening was done inside the home. 
(Housewives apparently can*t resist 
a transistor! ) 

So network radio costs are now 
smaller than you thought. Add the 
millions who listen to portables and 
the millions listening in cars to the 
millions using plug-in sets at home 
and those already low costs-per-thou- 
sand go down fast. On CBS Radio, for 
example, the cost of a "Thirty Plan" 
sponsorship can drop from $1.02 to 

59'- per thousand families. 

Many leading advertisers have been 
expressing concern over the high cost 
of advertising today — and have been 
turning to network radio to get the 
sales results they need, at costs thej 
can afford. 

Logically enough, their first choice 
is the radio network that is first in 
programming and first in audiences.* 
Now, we're delighted to point out that 
these audiences are even bigger than 
you thought. 

*adio Inde*. May '61-Apnl "62. Hon-. - 


gives you a double-wallop 
at the Twin Cities market! 

MAYHEM IN THE A.M. (10 a.m. to 

12 noon) You get a solid, house- 
wife-dominated audience. And the 
ladies swear by Bennett ( in a lady- 
like way, of course) because Bills 
the boy most in demand as M.C. for 
every kind of community event from 
Soap Box Derbies to Crowning of 
the Queens. 


p.m. I . Steers the most driving-time 
listeners your way. Traffic tieups are 
easier to take when Bennett's on the 
button on car radios. They're easier 
to get out of too, thanks to an assist 
by pilot-announcer Carmen Sylvester, 
whose exclusive Airwatch Traffic Re- 
ports are a Bumper-to-Bumper Club 

Buy both shows! Buy both audi- 
ences! Buy Bill Bennett! 



5,000 WATTS around the clock • 1330 kc 

illlllillilllllllllliiiiiiiiliiiillll illlllllll Hill nn in iiiiiiiiiiiiiiiiiiiinii: mi 



Vice-Prcs. & Cen. Mgr. 

Larry Bentson, Pres. 

)oe Floyd, Vicc-Pres. 

Represented by 


Midcontinent Broadcasting (-iouji 

WLOL/am, fm Minneapolis-St. Paul; KELO-LAND/ 
tv and radio Sioux Falls, S D ; WKOW am and tv 
Madison, Wis.; KSO radio Dcs Moines 

© Vol. 16, No. 29 • 23 JULY 1962 




No more turmoil in oil? 
25 Onlj ;|( J agencj scene appears placid hut momentous problems affect- 
ing oil industry will push television costs above §40 million in "62 

No letup in war of stamps 

2S S&H-Plaid battle in New York is expected to spread across nation, 
increase plight of smaller companies — with radio t\ significant factors 

How one station curbed a rate chiseler 

31 When a national advertiser recently approached a station manager for 
rates lower than the card, he learned the economics of good business 

The timebuyer's own coloring book 

32 What does a timebuyer do between campaigns? Now he can color in 
his own radio timebuyers Coloring Book — sample pages shown here 

How to spot a timebuyer pro 

35 Some of the top rep people in the business tell how. through certain 
tell-tale signs, they can separate the pro timebuyer from the amateur 

How the NAB Radio Code aids advertisers 

37 The National Association of Broadcasters Code Office looks at Code from 
the advertisers' viewpoint; tells sponsor of five benefits to advertisers 

NEWS: Sponsor- Week 7, Sponsor-Scope 19, Sponsor-Week Wrap-Up 52, 
Washington Week 55, Spot-Scope 56, Sponsor Hears 58, Tv and Radio 
Newsmakers 64 

DEPARTMENTS: Sponsor Backstage 12, 555 5th 16. Time- 
buyer's Corner 43. 1\ Results 45. Seller's Viewpoint. 65. Sponsor Speak- 66. 
Ten-Second Spots 66 

Officers: Norman R. Glenn, president and publisher; Bernard Piatt, ex- 
ecutive vice president; Elaine Couper Glenn, secretary-treasurer. 

Editorial: editor, John E. McMillin; news editor, Ben Bodec; senior editor, 
Jo Ranson; Chicago manager, Given Smart; assistant news editor. He) ward 
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth S. 
Frank, Jane Pollak, (Fm. J. McCuttie; contributing editor, Jack Ansell, colum- 
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Loic. 
editorial research, Cathy Spenser; special projects editor. David Wisely, 

Advertising: general sales manager, Willard L. Dougherty; southern sales 
manager, Herbert M. Martin, Jr.; western sales manager, George G. Dietrich. 
Jr.; northeast sales manager, Edward J. Connor; production manager, Leonice 
K. Mertz. 

Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs. 
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkoj. 

Administrative: business manager, C. H. Barrie; Mrs. Syd Gunman; 
secretary to the publisher, Charles Nash; George Becker, Michael Crocco, 
Patricia L. Hergula, Mrs. Manuela Santalla; reader service, Mrs. /.< 
Roland; Karen Mulhull. 

i£) 1962 SPONSOR Publications In.. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation, and 
Advertising Offices: 555 Fifth Av., New York 17, Murray Hill 7-8080. Chicago Offices: 612 
N. Michigan Av. ill), 664-1166 Birmingham Office: 3617 8th Ave. So., FAirfan 
2-6528. Los Angeles Office: 6912 Hollywood Blvd. 1281, Hollywood 4-8089 Printing Of- 
fice: 3110 Elm Av., Baltimore 11, Md Subscriptions: U. S. $8 a year. Canada $9 a year. 
Other countries St I a year. Single copies 40c. Printed U S.A Published weekly. Second 
class postage p.nd al Baltimore. Md 


23 jul\ 1 ( K)2 

greater a 

Why WNEM-TV bought Seven Arts' "Films of the 50's" 

Volumes 1, 2 and 3 

Says James Gerity, Jr.: 

"We purchased Volumes 1, 2 and 3 of Seven Arts' 'Films of the 50's' because this is 

the type of entertainment our viewers want. These Warner films are loaded with 

top stars in really good pictures ... A natural for strong audience appeal. 



lor than an 

"The fact that Seven Arts have a 


another very important factor in my decision to buy. We have been telecasting color 

over Channel 5 for the past six years, and the large amount of color films 

in these groups is a great help in maintaining our color programming schedule. 

"Channel 5 programs Seven Arts' 'Films of the 50's' on our late show Saturday night, 
early Sunday evening and on our Best of Hollywood specials in prime evening time." 


Seven Arts' "Films of the 50's"... Money makers of the 60's 




NEW YORK: 270 Park Avenue YUkon 6-1717 

CHICAGO: 8922 D N. La Crosse (P.O. Box 613). Skokie. III. 

ORchard 4 5105 
DALLAS: 5641 Charlestons Drive ADams 9 2855 

LOS ANGELES: 15683 Royal Ridge Road. Sherman Oaks 

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) 

James Gerity, Jr., President and General Manager. WNEM-TV 
serving Bay City, Saginaw and Flint, Michigan 

WGAL-TV history reads like a Horatio Alger book. It is a story of years of success- 
ful striving, pioneering, and conscientious endeavoring to serve all listeners in the 
many cities and communities throughout its region. In this multi-city market, adver- 
tisers find an interesting success story. WGAL-TV delivers a vast and loyal audience 
because it is far and away the favorite of viewers throughout its coverage area. 




Clair McCollough, Pres. 

Representative: The MEEKER Company. Inc. New York 

Chicago • Los Angeles • San Francisco 

spoissoH • 2.'! .iri.Y 1962 

23 July 1962 

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



Tv network announces 'liberalized' flat minute rate 
simplifying short buys; lineups, summer rate extended 

Since the Fourth of July, each of 
the tv networks has taken one step to 
simplify the selling of daytime min- 
utes and or quarter-hours. 

First CBS TV and NBC TV an- 
nounced new pricing plans for day- 
time quarter-hours. Now ABC TV, in 
turn, has come up with its new 
scheme for selling minutes. 

ABC TV last week notified agen- 
cies that it is further refining and 
liberalizing its daytime minute plan, 
which has been in effect for several 

Effective 3 September, most ABC 
TV daytime shows between 11:30 a.m. 
and 4:00 p.m. will be sold on a flat 
minute rate, time and talent in- 
cluded, announced Edward Bleier, 
v.p. in charge of daytime sales. 

For some time ABC TV has virtual- 
ly been selling flat rate minutes. 
Now it is doing it completely and 
officially. Exempted from the new 
plan are Tennessee Ernie Ford, 
11:00-11:30 a.m., and post-4:00 p.m. 
shows such as American Bandstand, 
Discovery, and Newsstand. 

In effect, the new ABC TV plan 
liberalizes short-term provisions and 
makes it practical for advertisers to 
use short flights and uneven sched- 
ules, without penalty. 

The new plan includes extra sta- 
tion clearances on new basic affili- 
ates without extra charge. 

An unusual feature of the new 

rate structure is that summer rates 
can be expanded to 26 weeks, from 
April through September. 

ABC TV's announcement follows 
hard on the heels of similar altera- 
tions in daytime pricing and dis- 
counts at CBS TV and NBC TV. (See 
SPONSOR WEEK 9 July, page 10, and 
16 July, page 7.) But to ABC TV 
spokesmen, the changes at the other 
two networks resemble an adoption 
of something more or less similar to 
ABC's established scatter plan, with 
continuity and contiguity concepts 
disappearing, but with quarter-hours 
being retained. 

Here's a comparison of how day- 
(Continued on page 10. col. 2) 


Four Star Television has opened 
its own syndication distribution of- 
fice and will make a ten-year back- 
log of tv films available to stations. 

Len Firestone, former v.p. of syn- 
dicated sales of Ziv-UA, has been 
named vice president in charge. 

Four Star is the last major pro- 
ducer to make its network programs 
available for station re-run use. Its 
backlog includes 1,038 half-hours 
and 165 full hours, about 20 pro- 
gram series in all. 

Four Star's entry into syndication 
is the culmination of a long period 
(Continued on page 52, col. 1) 

CBS denies & denies 

Two unrelated trade reports 
relating to James Vubre) s sta- 
tus and to possible coloi sei \ - 
ice weir scotched al CBS T\ 

last week. 

1. James Aubrey, network 
president, in a memo In CBS 
employees, denied that he was 
leaving. It had been rumored 
he was going t<> TCF . 

2. CBS denied it has an) in- 
tention of starting regular 
color service, according t" a 
network spokesman. The situ- 
ation is "status quo" although 
specials might be done in color 
it an advertiser so desires. 


Each of the tv networks has sold 
Telstar specials for the mutual ex- 
changes planned today. 

ABC TV's 8:30 p.m. half-hour goes 
to P&G (B&B), CBS TV's coverage at 
8:00 p.m. is sold to Carnation 
(EWR&R), and NBC TV's 2:45 p.m. 
and 5:45 p.m. specials (each 45 min- 
utes) will come under the Gulf (Y&R) 
instant special plan. 

NBC TV books $2 million 

NBC TV booked an estimated $2 
million current and future business 
during the week ending 20 July. 

Max Factor purchased nighttime 
participations for next season, and 
AHP, S. C. Johnson and Schick pur- 
chased participations for this season. 

New advertisers in Merv Griffin in 
daytime include Andrew Jergens, 
Brown & Williamson, Lestoil, Phar- 
maco, and S. C. Johnson. 


23 .it i.\ L962 

SP0NS0R-WEEK/23 July 1962 


Louis Hausman is joining NBC as 
a general executive at management 
level. He will deal with industry re- 
lations and will report to senior ex- 
ecutive v.p. David C. Adams, who 
announced the appointment. 
Hausman, who will be up for elec- 
tion as a v.p. 
at the next di- 
rectors' meet- 
ing, will have 
overall re- 
sponsibility in 
public infor- 
mation, cor- 
porate affairs, 
Louis Hausman and standards 

and practices. 

He organized and operated the 
TIO since 1959. Previously he was 
a v.p. of CBS in several corporate 

Roy Danish succeeds Hausman 
as director of 

the TIO. He 
has been as- 
sistant direc- 
tor since 1960. 
He was previ- 
ously a v.p. 
of McCann- 
Marschalk Di- 
vision of In- 
terpublic, Inc. and a vice president 
of the Mutual Broadcasting System. 
Danish's appointment was an- 
nounced by TIO chairman Clair 
R. McCollough. 

Roy Danish 

4 CBS TV o&o's buy features 

Four CBS TV o&o's have pur- 
chased a group of 27 post-1960 fea- 
ture films from Showcorporation, 
16 of them in color. 

The distributor announced the 
purchases were made by WCBS-TV, 
New York; WBBM-TV, Chicago; 
WCAU-TV, Philadelphia, and KMOX- 
TV, St. Louis. 

4A's makes queries 
on ad tax write-offs 

1 Vs president John Crich- 
ton made public last week a 
memo to Senator Harrv B\ rd 
of the Senate Finance Commit- 
tee to ask whether certain kinds 
of advertising are to be tax-de- 
ductible under present and pro- 
posed legislation. 

The association asked wheth- 
er advertisers would influence 
public opinion on "worthy leg- 
islative proposals," on its posi- 
tion on proposed legislation, 
and on legislation which affects 
advertisers in their business. 

Restrictions against certain 
tax write-offs were called "ca- 
pricious, discriminatory, and 

The memo asked why per- 
sonal lobbying was deductible 
but lobbying through advertis- 
ing might not be so, and won- 
dered if advertisers would be in 
the fragile position of private 
power companies advertising 
against public power. 

The 4 A's statement warned 
that interpretation of the tax 
laws could jeopardize public 
service advertising for a host 
of causes. 



NAB president LeRoy Collins last 
week called on the public to stop 
making tv the scapegoat for juvenile 

Speaking before the Ninth Annual 
National Institute on Crime and De- 
linquency he stated that a string of 
scapegoats had been named in the 
fight against juvenile waywardness. 
"Today's most popular scapegoat 
seems to be television," Collins 

He urged broadcasters to enlighten 
the public regarding the complexity 
of factors behind delinquency. 

$1.7 BIL IN 1961 

The top 100 national advertisers 
did 56.2% of tv spending in 1961 
compared to 53.5% in 1960, reported 
TvB last week. 

The top 100 spent $1,723,150,999. 
of which $967,972,053 was for net- 
work and spot tv. 

Tv billings of the top 100 rose 
$61.5 million and general magazines 
rose $4.6 million in 1961, while all 
other media declined. 

During 1961, 97 of the top 100 ad- 
vertisers used tv, 71 using it more 
than any other media, and 52 put- 
ting more than half there. 

Tv's share of total ad spending 
was increased in 1961 over 1960 by 
54 of the top 100, 29 of the top 50. 
and 13 of the top 20. 

Codel elected SRA pres.; 
other new officers named 

Edward Codel has been elected 
president of the Station Representa- 
tives Association. He is v.p. of The 
Katz Agency. 

He joined i 

the represent- 

atives in 1947 

as the first na- 

W *^ ^ 

tional tv sales 
executive in 


the field, and 


was elected to 
the board in 


1951 and made 

Edward Codel 

a v.p. in 1953. Earlier, he had served 
with WBAL, Baltimore; Broadcasting 
Publications; WPAT, Paterson; and 
the Atlantic Coast Network. 

Other officers elected for 1962-63 
are: as vice-president, Adam Young, 
president of Adam Young Com- 
panies, as secretary, Robert Dore, 
president of Bob Dore Associates, 
and as treasurer, Daren F. Mc- 
Gavren, president of Daren F. Mc- 
Gavren Co., Inc. In addition, Lloyd 
Griffin, president of tv at PGW, has 
been elected to the board of direc- 
tors for a two year term. 



23 .n i.i 1«)62 

it took a lot of guts to kick $150,000 billing off the station 

We could have let those dollars 
keep rolling- in a little longer, say 
another fiscal year. 

It's always easier to put off 
any major policy decision. Espe- 
cially if it seriously affects 
station revenue. 

Trouble is we've got a bunch of 
hard heads in the front office 
with strong notions on what our 
audience does and does not want 
to hear. Unfortunately, most of 
the 150 thou was in the latter 

So we kicked it off. 

And started replacing the 
money almost immediately. 
Because we replaced order- 
taking with ideas. Ideas that 
attracted a flock of new adver- 
tisers and their agencies. Ideas 
that came full circle in a new 

broadcast concept. A new format 
that made us (yes) unique in the 
Dallas-Ft. Worth market. 

But that's another story. It 
deserves to be told another time. 
Watch for "Which comes first 

the programming or the 



Communications Center/ Broad- 
cast services of The Dallas Morn- 
ing News / Represented by 
Edward Petry & Co., Inc. 


2.'. .ii i. y 1W>2 

SPONSOR- WEEK 23 July 1962 


Jack H. Mann has been elected 
v.p. in charge of the western division 
of the ABC Radio network. At the 
same time, Earl Mullin has been 
elected v.p. in charge of station re- 
lations for the network. Both elec- 
tions were announced last week by 
ABC Radio president Robert R. 

Mann had been director of ABC 
Radio Pacific and ABC Radio West 
and Mullin had been national direc- 
tor of the network stations relations 

'Ripcord' second year 
to be filmed in color 

Ziv-UA announced last week that 
it would produce the second year of 
Ripcord, a syndicated tv series, in 
color. The first year had been in 

The distributor called the series 
the only major syndicated program 
now available in color as well as 

The series will appear in color on 
stations such as WGN-TV, Chicago; 
WTMJ-TV, Milwaukee, and WLW-I, 
Indianapolis, all of which showed 
the first year in black-and-white. 

CTS opens Chicago dept. 
for research, promotion 


So much spot sales activity comes 
out of Chicago for CBS Television 
Stations National Sales that a mid- 
west sales promotion and research 
department has been opened. 

David Mink will be manager of the 
new department. He joined CBS Ra- 
dia Spot Sales as a presentation 
writer in 1959 and switched to the tv 
side in 1961. He'll report to sales 
promotion and research director Wil- 
liam R. Hohmann. 

SAG's 'arm's length' 
on talent waivers 

SAG. mentioned in connec- 
tion with the anti-trust suit an- 
nounced against MCA. issued a 
statement last week defending 
its agency waivers. 

Said president George Chand- 
ler: such waivers, transacted at 
"'arms length." were but part 
of a series of rules dating back 
to 1939. 

The MCA waiver was issued 
in 1952. but since then MCA's 
production activity overshad- 
owed its agency business, and 
this was one factor in SAG's 
waiver termination decision of 
some months ago. 

ABC TV: flat day rate 

(Continued from page 7, col. 2) 

time is now being sold at the three 
television nets: 

ABC TV: flat minute rate; summer 
rate expandable to 26 weeks; effec- 
tive 3 September. 

CBS TV: post-10:00 a.m. quarter 
hours on annual frequency discount; 
effective 1 January. 

NBC TV: quarter-hour package 
price, varying with program; 20% re- 
duction of package price for 13 sum- 
mer weeks; effective 1 January. 

ABC's Bleier reported that its day- 
time is virtually sold out for the 
fourth quarter and that advertisers 
increased 25% in the second quar- 
ter, from 48 to 64 this year. 

He expected continued audience 
growth with programing realign- 
ments and the addition of basic af- 
filiates in up to 12 previously un- 
covered markets, including Syracuse 
and Rochester in New York. 

Under the new plan, clients may 
average their volume for each 13 
weeks to produce more favorable 
rate brackets. Daytime volume may 
also be used to contribute to dollar 
nighttime volume discounts and to 
ABC's daytime incentive discounts. 


CBS Radio reported new business 
and renewals of over $1 million in 
June, announced network sales v.p. 
George Arkedis last week. 

Advertisers include Campbell 
Soup (NL&B), Accent-International 
(NL&B), Goodyear shoe products di- 
vision (Kudner), Amana (MacFar- 
land, Aveyard), Pepsi-Cola (BBDO), 
Better Homes & Gardens (W. D. 
Lyon), Best Foods (L&N), and Home 
Electronics division of Sylvania 

Curl elected v.p. of 
CBS TV daytime sales 

Joseph N. Curl has been pro- 
moted to CBS TV network v.p. of 
daytime sales, it was announced 
last week by senior v.p. of sales 
William H. Hylan. 

Simultaneously, Robert F. Jamie- 
son has been named manager of 
station sales, a new post. 

Curl, who was daytime sales man- 
ager, and Jamieson, who was as- 
sistant business manager and di- 
rector of station clearances, will 
both report to network sales v.p. 
Thomas W. Dawson. 

New ABC TV affiliate 

in Rochester names Blair-Tv 

The forthcoming third vhf station 
in Rochester, N. Y., has appointed 
Blair-Tv as its national representa- 
tive, it was announced last week by 
Richard C. Landsman, president and 
general manager of Channel 13. 

The station expects to go on the 
air 15 September as an ABC TV 

FCC approves WINS sale 

WBC announced last week thatj 
its purchase of WINS, New York, 
from J. Elroy McCaw has been ap-l 
proved by the FCC. 


More SPONSOR-WEEK continued on page 52 







mm the pioneer and most 
successful 'all talk ' 
programming. . . WOR 99 



•• WOR has a simple and 
astonishing formula . . . TALK %9 



mm A booming 50,000 watt 
voice of intelligent programming 99 


•• forerunner of 
radioes new era 99 


WOR Radio 710 fm 98.7/ An RKO General Station 

It's probably possible to get another 
television signal in litis market, but 
most people apparently don't bother. 
Metro share in prime time is 90%, 
and homes delivered top those of any 
other station sharing the other 10%. 
(ARM, March, 1962) Your big buy for 
North Florida, South 
(Georgia, and Southeast 
M. il>. mi. i is 

nig im> iiir 




by Joe Csida 

When a re-run is a first run 

Traveling around the country, as I do, I get 
to read more than the usual number of news- 
papers, that is dailies other than those published 
in my home town. New York City. In a reason- 
ably short span of time I've read the leading 
dailies on the West Coast, in the midwest and 
south-Atlantic states, among others. Naturally, 
I home-in first on the tv pages and it suddenly 

dawned on me that a good number of the tv editors and columnists 
were, to a considerable extent, taking the same tack, namely — re- 
runs are all bad because they're reruns. 

I ran across this attitude any number of times. Editors wrote 
that another dreary week, month or summer was in store for viewers. 
Why? Because networks and independent stations alike were airing 
so many reruns, and a rerun program is a bad program because it 
is a rerun. 

It seems to me that this is a fairly shocking attitude. Tv life might 
be beautiful — perhaps — if there were no reruns, an Utopia equivalent 
to having a hundred great American novels published within one 
month. But it's certainly not reasonable or realistic — nor practical 
— to expect any such creative miracle and what I object to most is 
the attitude which assumes as fact, as so main editors seem to do, 
that a rerun show, be it tape or film, is automatically a had show or 
a dull show and by the same token not worthy of viewing. 

A first run to viewers 

What so many editors seem to overlook, actual!) . is that for the 
majority of viewers a rerun is actually a first run. Let's look at the 
facts by taking a hypothetical case: — 

Our case involves^ program we'll call "Charge!' It was first aired 
on Network A, March a year ago. Now on the night and at the time 
it was aired a miracle happened e\er\ television set in the country 
was turned on- 100' < sets-in-use. il know this is ludicrous but 
bear with me, please.) If this isn't miracle enough, there was an- 
other miracle. "Charge!" captured a fiat 50' c of the audience. 
Prett\ good rating, right? And obviously, with 100' < sets-in-u-< 
"Charge!" landed one of the largest audiences in tv history 

But half the potential number of I'.S. \iewers watched other pm 
grams that night. So for them, when "Charge!" i- rerun on the net 
work it will still be first run. and later on when "Charge!" goes into 
syndication and maybe gets on the air in mat kits where the originat- 
ing network has no affiliates because the\ ma\ be one or two station 
markets, it's slill first run. even though Network \ telecast it twice. 
\nd in the meantime, a lot more families have bought t\ sets so 

i Please turn to page 11 1 



23 .it tv 196 


thv number our 

si <il ion in 

I o in /mi- si. Petersburg 

rop rated in the nation's :wth market 

nahalTs wu r i proudly appoints 

##-« nepi'esen tat ires. me. as 

exelusire national representatires 

effective immediately 


SPONSOR • 23 JULY 1962 


have said they 


have said they 
want it! 




New 76-Page 
Research Study 
of Quad-Cities 

Covers living habits, media preferences 

National advertisers and their agencies have 
long called for "local market" research com- 
parable to that available on an over-all na- 
tional basis. WHBF decided to answer these 
repeated pleas by engaging Frank N. Magid 
Associates, independent Midwest research or- 
ganization. The result is probably the most 
comprehensive and helpful marketing guide 
ever prepared for a market of nearly 275,000 
people. For a beautifully printed 76-page di- 
gest of the original report, return coupon 

Some of fhe confenfs 

• Living habits of Quad City residents. 

• Attitudes toward entertainment sources. 

• Attitudes toward communication media. 

• Television program preferences. 

• Radio program preferences. 

• Preferred news sources. 

• Media to reach farm population. 

About the Research Method 

Study is based on 500 personal interviews, 
averaging 45 minutes in duration. An 11 page 
interview schedule containing 64 questions 
was used. The validity of the sample was 
checked through comparisons with data from 
the recent census. The correlation of pro- 
jected census data and empirical data com- 
piled for this study indicate a margin of error 
less than 5%. Data is broken down in detail 
by age, sex, education, income and occupation, 
where possible. 


Rock Island, Moline, E. Moline, III.; Davenport, la. 

Station WHBF, Rock Island, Illinois I 
Attention: Mr. Heber Darton 

Please send my FREE copy of your Quali- 
tative Media Study of the Quad-Cities 

Name ■ 


Sponsor backstage (Continued from page 12 i 

that this coming summer, when "Charge!" is rerun for the first time 
by Network A, the total potential audience is appreciably larger than 
it was the night it first went on. The result is that even with its in- 
credible rating of 50% against a more incredible sets-in-use of 100' ,' . 
"Charge!" is still first run for the majority of the tv audience. 

Now if this is true in the case of an extraordinarily successful 
show, how about an average show with a nice comfortable 30 rating 
out of a normal sets-in-use figure? Manifestly, millions more did 
not see the average show than did see it first time around because 
they weren't home or were watching the competition. Far as the\"re 
concerned, the rerun is first run. 

Let me emphasize that I am not attempting to put forth the equallv 
ludicrous argument that any rerun is a good show. Reruns, from an 
entertainment or qualitative point of view will reflect the same qual- 
ity percentage or factor as the editors' cherished first runs. Rut I 
am unequivocally supporting the principle of reruns, not only be- 
cause they're first runs for the majority, but also because reruns are 
economically mandatory. 

This raises a nice question. Should a tv editor or columnist con- 
sider economic factors in evaluating program policy? (Not program 
quality, but program policy.) I think the answer is that ideally he 
shouldn't; practically he must. Can a television editor realistically 
shut his eyes to the fact, for example, that independent stations, 
which must program themselves 100% of their broadcast day, un- 
like affiliated stations, which are programed extensively by net- 
work originations, must of necessity buy reruns (which a majority 
of their viewers haven't seen) ? Networks, even with their vast re- 
sources, must go to outside program sources. Even more so must in- 
dependents. Does this mean, then, that because so much of independ- 
ent stations' programing is rerun, it is automatically poor program- 
r ing? Of course not — it reflects the overall average of all tv pro- 
gram quality. 

Reruns feed production houses 

There's another aspect I think the editors must consider. It's 
frighteningly simple. Without rerun income, there'd be no tv pro- 
duction companies at all, for the profits which permit continued 
production come, to a great extent, from reruns. 

Actually, the rerun principle has been, and always will be, an ac- 
cepted phase of the arts and entertainment. The theatre has had re- 
\ivals since the days of Sophocles; mo\ ies since " The Birth of a Na- 
tion:" music, classical, popular and jazz since time immemorial. A 
250 reprint of a best seller is a rerun. This principle is part of the 
basic pattern of communication, education, entertainment, the over- 
lapping functions served l>\ television. 

Il may be ludicrous or odious to compare a half-hour tv horse 
opera to a pla\ 1>\ Sophocles or am of the timeless concertos or 
symphonies, but it's no more out of Line than it is to damn automat- 
ical!) a t\ show just because it's been on the air before. After all. 
tv editors are paid to watch t\ and must, perforce, view more than 
the average set owner. Lei the viewers watch and make their own 
decisions. Uter all. the) still have the greatest weapon of all the 
switch tlial turns the sel off. ^ 

I I 


2.3 ji i.v 1962 



We're now well into our 
5th year as Washington's 
earliest editorializing 

radio s tat ion ♦ We have 
just completed a series 
on venereal disease. How 

i '■■> 

does our public like this 
kind of candor? They have 
kept us a leader among 
Washington radio stations 
year after year* _ 





Represented nationally by John Blair 4 Co. \^ member 

sponsor • 23 JULY 1962 


Best in many moons 
KUDOS to sponsor and John Crich- 
ton for the excellent article "The 
Renaissance in Radio (2 July I. It 
really scores a hullseye; in fact, it 
is probably the most informative, 
creative and concise summary of 
radio advertising to be published in 
man) moons. 

I am particularly hopeful that after 
reading it. agencies will instruct 
their timebuyers to give more con- 
sideration to "programing toward a 
certain segment of the audience with 
the idea in mind of providing a 
needed or desired service . . .", as vs. 
the standard ratings buy. 

There is something here for ever) - 

Believe me, if I had the where- 
with-all, every station manager in the 
country would receive a copy of this 

William B. J. Cummings 
Grant Webb & Co. 
New York 

Hall of Fame 

Last week I found your suggestion 
for a Radio Hall of Fame from the 
business side very interesting ( Spon- 
sor Hears, 2 July). 

\n\ list of suggested names would 
be conspicuous by those not men- 
tioned. I felt \oii should be reminded 
of Mberl Lasker; Merlin Avlesworth. 
NBC; Ed Klauber, CBS; and George 
McClellan, NBC. The latter reputedly 
was the one to think up the idea of 
selling time. 

Jose Collins 
New York 

Readers talk fm article 
Your article in 9 July issue of SPON- 
SOR, "Admen Now Talk Fm Dollars, 
Not Just Blue Sky," was most inter- 
esting and would be of greai help as 
an fm sales tool. 

If it i^ possible, we would like to 
have 25 repi inls of this article, and 

or, approval to reprint excerpts from 
the article, with due credit to you of 

John B. Cash 

assistant manager 



Thank you for your excellent article 
with respect to the fm medium, in the 
current issue (9 July) of SPONSOR. 
Any such efforts at exposure of a 
vastly under-rated advertising, en- 
tertaining, and public service medium 
are always appreciated by all of us 
most closely concerned with the 
growth of fm, and are indeed a help 
in our effort to have everyone learn 
of its potential! 

If you have facilities for making 
reprints available, we would appre- 
ciate receiving 25 copies at your 
earliest convenience. 

Richard N. Williams 
general manager 
Richmond, hid. 

Kudos on the article: "At Last — Ad- 
men Talk Real Fm Dollars, Not Just 
Blue Sky." This is an excellent in 
depth report and should be extreme- 
ly useful in helping fin stations ob- 
tain additional advertising. 

Kindly forward 100 reprints of 
both "At Last — Admen Talk Real Fm 
Dollars, Not Just Blue Sky" and 
"What Can You Do for me For 

An excellent job well done! 

George R. Kravis 


Host on Broadcasting 



Del Leeson 
Portland, Ore. 

Congratulations on your excellent 
story in the 9 issue, entitled "Fin 
Grows Tall." 

If reprints are available, could you 
arrange to send 50 as soon as pos- 
sible. We would be glad to pav re- 
print charges, if applicable. 

John McGorrill 

fm manager 

ML Washington Tv, Inc. 

Portland, Me. 

An artist's error 

I was catching up on my reading 
after a few days away from the of- 
fice and found a grand and glorious 
mistake in your issue of 4 June. 

On page 37, in an article on the 
new TAC programing concept, you 
have a map showing TAC member 
stations. Please be advised that 
KRON-TV is the TAC station in San 
Francisco, not KGO-TV. This hurts 
especially considering that KRON- 
TV was the second station to sign up 
in TAC, and we have supplied sev- 
eral programs to be shown by this 
new "TV web." 

I would appreciate a correction 
note as soon as possible. Thank 

A. Richard Robertson 

promotion and mdsg. mgr. 


San Francisco 

► SPONSOR regrets the error. TAC (Televi- 
sion Affiliates Corp.) informs us that KRON-TV 
is certainly the member station in San Fran- 
cisco, but their artist mistakenly labeled in 
the wrong call letters. 

She uses the stuff 

Writing about "Noah and the Flood"' 
in the 2 July (Sponsor Speaks) issue 
John McMillin criticizes CBS, among 
other things, for not exercising 
tighter control over the content. 

Columbia, having secured what 
by common consent are sonfl 
of the finest artists of our time, t:.i\t' 
them their head. I think the networks 
should be encouraged, not discour- 
aged, in trying to find the best artists 
they can and giving them free rein. 
\n occasional miss — and it's a matter 
of opinion whether Noah was a miss 
— is not too high a price to pay for 
encouraging fresh creative effort. 

Mr. McMillin said Noah wasn't a 
good advertising buy for Breck. It 
seems to me that Breck's usual ad- 
vertising placement is competent in 
reaching a mass audience. I am sure 
I Please turn to page (>2 I 



23 .ilia 1%2 

It's coming 
September 10! 

Keep your eye on SPONSOR! 

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. 

whore are your 60-second commercials tonight? 

Interpretation and commentary 

on most significant tv/radio 

and marketing news of the week 


23 JULY 1962 Take it as a flattering accolade or a belated recognition: General Foods is re- 

copyright 1962 vamping its pattern of sales territories to match the market falling within the tv 

sponsor signal. 

publications inc. Anheuser-Busch and others did it long ago and the drift away from the old tradi- 

tion of outlining the sales territory to newspaper or magazine reach has been mani- 
fest in many categories of national manufacture-distribution. 

These realignments have had more than academic implication. They take into ac- 
count two most significant factors: 

1) As the prime medium, tv should logically serve as the peripheral measure- 

2) The rapid expansion of the urban-suburban population unit to which the tv 
signal lends itself aptly and economically. 

Spot radio is getting a high, wide and handsome play from Kellogg (Burnett) 
for 10 weeks starting today (23). 

It's not telling what the list of markets are, but there's one thing certain, the outlay for 
some of the markets is exceptionally hefty. 

For more about this third quarter bonanza see SPOT-SCOPE, page 56. 

At least as far as the major rep firms are concerned this summer's tv billings 
story will likely go down as the big reversal. 

A SPONSOR-SCOPE check last week among key reps disclosed that not only was this 
July's business running ahead of last year's but that August will show up much 
stronger than the year before. 

What with vacations it's turning out a tough go in these reps' New York offices, with 
salesmen and other members of the staff doubling and tripling in brass. 

Let's look back over the 1961-62 season and see what were the 15 highest aver- 
age audience percentages scored by the blend of regular series programs and specials. 

Here's how Nielsen, at SPONSOR-SCOPE's request, racked them up: 





Academy Awards 

4/ 9/62 



Wagon Train 

2/ 7/62 



Bob Hope Xmas Show 





4/ 1/62 







Bob Hope Show 




Wizard of Oz 




Perry Mason 

1/ 6/62 




3/ 1/62 



Dr. Kildare 

3/ 1/62 



Red Skelton 




Garry Moore 




Project Mercury 




Andy Griffith 




Candid Camera 




Note: Homes reached may not be in rank order because of 1st January updating of total 
tv homes base. 

sponsor • 23 JULY 1962 


SPONSOR-SCOPE continued 

For a change U. S. Time Corp. (Warwick & Legler) will be using spot tv this 
fail along with specials to fatten up its Christmas promotion. 

The over-all 1962-63 budget will run to about $2 million. The bulk of this will go to 
the six Boh Hope shows and the Mr. Magoo Christmas Carol. 

Two of the Hope sequences will come in the fourth quarter and the remainder in the 
spring. The seven specials figure around $1.8 million as far as Timex's share is 

Chalk up the careers of Revlon and Alberto-Culver as one of the most arrest- 
ing sesaws in tv spending within the past five years. 

The cream of the contrast: for the forthcoming season Alberto-Culver will have tv 
going for it at the rate of $16-17 million, whereas Revlon's investment in the medium 
will be someplace around $7 million mark. Five years ago Revlon's tv billings came to 
$15 million. Its high was $17 million. 

While Alberto-Culver keeps spiraling upward, Revlon has quite a nut to crack with the 
Government. The FTC is bent on breaking up Revlon's franchise structure. Where 
the serious rub would come in should the FTC prevail: Revlon would be hampered in 
placing with outlets manufacturer-stipulated amounts of new products. 

For Blair TV last week it was a big sigh of both triumph and relief: it snagged 
the national spot representation of the third Rochester, N. Y., station after gruel- 
ling competition from Storer Television Sales. 

The account's estimated worth the first year is $750,000. The station, managed by 
Richard Landsman, is expected to go on the air around 15 September. 

Is a large agency operating its media department in a vacuum when the media 
research unit remains a part of the over-all research department? 

This question is undergoing scrutiny by top management in one of the upper bracket 
agencies on Madison Avenue and the odds at the moment are that the air media unit will 
wind up as part of the media department, which now is in process of reorganization. 

Advocates of placing media research under the direct authority of media hold that a 
media research unit can only when integrated be in a position to document plan- 
ning or buying and that otherwise it plays the role of consultant. (See story on 
media researchers in next week's SPONSOR.) 

There were quite a number of mergers during the initial six months of this 
year but none of them involved an agency with consequential billings. 

Such absence is easily explainable. The big ones have found out that mergers or acqui- 
sitions can only tend to ball up relations with clients because of either actual or possible 
product conflict as the result of company expansion or diversification. 

Taking on the dimensions of a trend is the move by tv stations to counter the 
competition's kid strips with off-the-network hour film series. 

They're mostly of the western and action-adventure types and there's a welter of them 
on the market. 

The stations involved are convinced there's enough kid-oriented business around to 
justify the investment. 

Clark Bros, gum (Gardner), a spot perennial in the fledgling days of radio, 
will be using spot tv this fall to test its new diet gum. 

The tryout will be for eight weeks, using daytime minutes and prime 30's. The initial 
markets: Cincinnati, Harrisburg and South Bend. 

30 sponsor • 23 july 1962 


SPONSOR-SCOPE continued 

In hillings it Involves a relative pittance, hut you can chalk thin up at* a his- 
toric breakthrough for network tv: Sears Roehuck is baying a flock of daytime 
minutes on ABC TV for a week in August for a hack to school promotion. 

The products it wants to sell are children's clothing and school supplies. 

The budget for this five-day push: 855,000. 

Sears has heen quite a spender in network in hehalf of AllState Insurance — 
in 1961 it was $2.6 million — hut it's been shy about using the medium for product 
merchandising. Last year spot tv outlay came to $1.3 million, with half of it j-'oing 
for AllState and the balance to ballyhoo store opening and the like. 

ABC TV in a bid to sweeten the Wide World of Sports casserole plans to in- 
clude one of the football bowls this fall. 

It still has to wrap up the rights for that bowl event. 

The network's other bowl. Orange, has been a sellout for weeks. 

(See July SPONSOR-SCOPE for sum-up of fall football sponsorship.) 

Time was when a Nielsen distribution of evening programs by rating level 
would have as its highest category 25 or over, but now that this group has shrunk, 
the breakdown level has been lowered to 20 for a beginning. 

With the new levels, a greater percentage of programs fall into the middle bracket (10 to 
20 ratings). 

Applying the Nielsen second May NTI as a base for each year, you get this evening 
level picture for the past three years: 

1961 1960 

22% 20% 

58% 60% 

20% 20% 

123 132 

15.6 15.6 

It all could be due to the fact that the reorganized setup at Colgate hasn't 
been able to assimilate or put itself in working order yet. 

The tv networks are having a struggle to get action out of Colgate on its fall require- 
ments, particularly in the daytime area. 

Since the advent of the new executive v.p., David Mahoney, and his personal 
team, the company's been buying its network tv on a quarter-to-quarter basis, but 
in this instance decisions are rather overdue. 

Come 1 August there's an odd-on chance that tv network daytime will be in a 
sellout position for the fall. 

The fourth quarter situation as it stacks by network: 
ABC TV: virtually sold out. 

CBS TV: some minutes open in the morning strip. 

NBC TV: faced with the task of jockeying displaced advertisers into the new Mnv 
Griffin show and if they all assent there'll be a smatter of spot yet to sell. 

ABC TV is also toying with the idea of adding a sweetener for advertisers that 
might he interested in picking up what's left of the American Football League 
games for the fall. 

An inducement would be: a minute a week free in the Post Fights for a two-min- 
ute buy in the AFL games. 

sroNsoR • 23 july 1962 21 



Over 20 




Under 10 






SPONSOR-SCOPE continued 

One of the top tv-billings agencies has adopted this party line with regard to 
alternate half -hour buys: there's no economic rhyme or reason for it and the attraction 
can only be emotional. 

The argument that the agency advances to clients: 

• Nighttime network tv is chopped up into so many commercial pieces that the 
sponsor of an alternate half -hour has scarcely any advantage in terms of identifi- 

• The premium for that alternate half-hour is too high as a media buy when you 
compare the cost per minute of the minute and a half in such program with the cost 
per minute of time in an hour participation show. 

• The minute in the half -hour is based on 60% of the hour rate, whereas the 
minute in the participation carrier figures a sixth of the hour rate, which is at least 20% 
less than the other way. 

The TvB last week delivered to rep members bundles of a series of 11 small 
booklets containing excerpts from the bureau's spot presentation called Selectronic 

The miniaturization of this pitch, whose main theme is "the difference between the 
amateur and the professional is control," will, obviously, be circulated among agencies 
and spot advertiser prospects. 

If you like to mark your calendar far in advance for key trade gatherings, 
the TvB has designated 14-16 November for its annual meeting. 

It'll be held at the Waldorf Astoria. 

The guest speakers haven't been set, but there's one thing TvB headquarters is hoping: 
the economy at that time looks good so that the medium's spokesmen won't be 
looking over their shoulders as they expatiate on the great year tv has been having. 

Merck's consumer subsidiary, Quinton, has spot tv plans for the fall. 

It will be marketing an antibiotic gargle, heretofore sold only to hospitals, via DCS&S. 

Since the bulk of network tv nighttime programing is sold on the basis of 
minute participations, you can bet that the time isn't far off when the calculation 
of all CPMs will have the per minute package cost as a common denominator. 

Figuring the CMP for comparative purposes on the basis of the half-hour is really old 
hat and it would seem of dubious significance to other than accounts like General 
Foods, P&G and Chevrolet who still are given to exclusive sponsorship of their own pro- 

Patently, patterns of selling and buying have changed but the technique of making 
comparisons or arriving at norms holds tight to tradition. 

The supermarkets have begun to crack the business of retailing vitamin pills. 

First of these in the east is the Grand Union chain, stocking its own label as well a 
national brand. 

One advantage the supers will have over the discount houses in this category : 
trading stamps. 

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. 


sroNsoR • 23 july 1962 

How the 'Sounds of the City 
help you sell in Indianapolis 

The voice of a policeman making an arrest ... a dra- 
matic broadcast from the scene of a fire ... a housewife 
criticizing the lastest Supreme Court decision. 

Local people . . . making news . . . reporting it . . . 
reacting to it. These are the vital, vibrant "Sounds of 

the City" that draw the people of Indianapolis to WFBM 
Radio in a special way. 

Here you'll find a more responsive, receptive audience 
for your sales messages — one that's listening with both 
ears. Ask your KATZ man! 



Represented Nationally by the KATZ Aoency 


2:'. ,ii i.v L962 


KR OH is TV h SF 

So*. 7z*a*cUca*LS ate, So&L crtt K£oM-TI/ 





SPONSOR • 23 .H LI 1 (, 02 


2 3 JULY 1962 

ftiiii h^ 


i i 


Only the agency scene appears placid; momentous problems 
affecting oil industry will push tv billings above $40 million in '62 

aybe the sludge, grit and metal particles have 
been somewhat removed I mm the petroleum indus- 
try client-agenc) relations that existed for nearly 
two years. But the oil industry i> -till going through 
a frenzied period, despite its mammoth agency 
-hitting of recent times. 

Though Texaco ma\ have gone from Cunning- 
ham & Walsh to Benton & Bowles and Shell from 
J. Walter Thompson to Ogilvy. Ben>on «\ Mather 
and Mobil from Compton to Ted Bate-, these cli- 
ent-, like others in the industry, are pre-entlv con- 
fronted \Nith some of the biggest marketing prob- 
lems in their history — problems infinitely greater 
than those that befell Edwin L. Drake, the retired 
railroad conductor, who first discovered oil on hi- 
tract of land near Titusville, Pennsylvania, in 
lo.iT. The turbulence prevailing among the oil 
accounts has been brought about, it appears, by 

The game of musical chairs with 
the ad agencies is over 





Gulf Oil (TBA) 



American Oil 



Shell Oil 






Cities Service 



Clark Oil 


Greenfield Ent. 

Union Oil of Calif. 



Tidewater Oil 

■ Smock, Debn ti A 

FC&B unassigned 

but oil companies have not 

solved numerous problems! 


23 JULY 1962 

many factors. \ sponsor survey re- 
vealed these findings: 

• A wicked price war is raging in 
main parts of the country, and ad 
agencies are trying to devise copy 
that will change the thinking of seven 
out of 10 motorists who feel that 
gasolines sold b) the big companies 
are "prettv much alike." 

• Major oil companies will spend 
most of their advertising appropria- 
tions in television with more than $40 
million set aside for this medium. 
Radio also will profit from this 

• Emerging from its marketing 
myopia period, the petroleum indus- 
try is build ina new and impressive 
gas stations. 

• Media strategy buying is on 

news, weather, sports, dramatic 
shows. But the copy themes devel- 
oped by the new agencies are yet to 
win over the motorist. 

• Though the gas station dealer's 
take wont be anything to write the 
home office about because of the 
fierce price war, he is none the less 
extending more courtesies and more 
free services to the motorist in an 
effort to beat out the competition. 

One of the victors in the unremit- 
ting drive to win customers for 
branded gas/oil products is televi- 
sion. The industry, hex! with highly 
competitive goings-on that have 
pushed prices down to the lowest 
level in years, is leaning more heavily 
than in the past on tv and radio to 
get it out of the deep hole. 

Television, in particular, is being 
showered with a huge volume of busi- 
ness. Tv gross time billings only, in 
behalf of gas/oil, came to $40.6 mil- 
lion in network and national spot in 
1961. according to TvB-Rorabaugh. 
J n 1960 gas/oil spent $40 million. 
Spot t\ billing was also up in the first 
quarter of this vear. 

Moreover, it is estimated that radio 
will garner approximately $30 mil- 
lion of the petroleum industry's $120 
million advertising budget this year. 

The top 15 gas/oil companies 
upped their tv spending from $35,- 
348.272 in 1960 to 837.216,566 in 
1961. While 10 of the 15 beefed up 
their tv spending, according to TvB. 
only seven increased their newspaper 
expenditures. Shell, which upped its 

Top oil firms, how they compare in first quarter tv spending 







$ 643,650 

$ 34,588 

$ 678,238 

$ 678,840 

$ 35,708 

$ 714,548 


















































































$3,932,000 $3,919,791 $7,851,791 $6,629,000 $4,660,699 $11,286,799 

I r. i: i B I \ \ I', Ml 

OIL EXPENDITURES on tv moved ahead at a fantastic rate in the first quarter of this year totaling more than $ll million. Tv billings in 

gas oi 

totaled $40.6 million in network and spot in I96I. 


it is estimated, 

will get more than $30 million from gas oil in this year 


SPONSOR • 23 .It L\ \ ( H)2 

newspaper billings considerablj in 
L961, has returned t<> Bpot tv and 
sponsorship of golf matches mi 1 1 » < - 

network"-. Seven of lite top 1 ."> spent 

more than one-third of their meas- 
ured expenditures in ft in I960. The 
number jumped to 10 last year. 

Charged with marketing myopia 
l>\ industry experts, the old timers in 
the petroleum held have heen re- 
cent!) making waj for the youngei 
element. Marketing techniques have 
improved hut man) problems remain 
to he solved. Vmong them: 1 i price 
wars, 2) tin' trading stamp issue, 3) 
the multi-pump. 4) the so-called 
economy or third grade product, 5) 
the push into new area- 1>\ large sup- 
plier-. (»i the differential between 
branded and unbranded dealer retail 
pricings, and 7i the industry's over- 
capacity to refine. In numerous in- 
stances, the marketing segment has 
called on the ad agencies to help find 

As indicated previously, the tur- 
moil in oil. as it impinged on ad 
agencies, was drastic in 1960 and 
1961, hut 1962 saw comparative calm. 
This year (dark Oil & Refining moved 
from Tatham-Laird to Greenfield 
Enterprises. Some $1 million in 
hillings went with the switch. 1 nion 
Oil of California, with $4 million in 
hillings, went from ^ oung and Rubi- 
cam to a newly organized West Coast 
agency, Smock, Debnam & Wadell. 
I nion Oil has heen puling some 70' , 
of its budget into tv radio. The most 
recent change involves the $3 million 
Tidewater Oil account resigned hv 
Foote, Cone & Belding after it learned 
that it was being "'re-evaluated" by 
the client. The report is that Grej 
Advertising will get the Tidewater 
Oil account shortly. 

Media strategy and expenditures 
var\ annually among the gas/oil 
marketers. But one thing is certain, 
in both tv and radio the emphasis is 
on new-, weather, sports, dramatic 
shows with strong appeal to menfolk 
and. to a lesser degree, musical fea- 
tures such as symphonic orchestras 
and the opera. 

Although many oil companies, 

even big one- like Mobil and Tide- 
water, do not have marketing terri- 
tories which represent the normal 
true-network line-up. there is a great 

Oil industry's problems a bonus for radio 

RADIO'S GUSHER from gas oil is a big one. Atlantic purchased helicopter (above) for 
aerial traffic control reports over WCAU, Philadelphia. Fred Feldman (below) is the pilot 
who guides 'copter over metropolitan New York for WOR reports sponsored by Chevron 

push on by many companies to ex- 
pand their distribution nationally, ac- 
cording to Don Durgin, vp NBC I \ 
network sales. Once national, the 
elhcienev of network tv. according 
to Durgin. can he utilized as an im- 
portant marketing tool. The new 
Humble Oil marketing set-up mav 
mean that in 1963 Humble Oil will 
represent a true-network advertising 
potential like Texaco and Gulf, in 
Durgin'- opinion. 

The great interest the petroleum in- 
du-trv has shown in tv has hern 
exhibited nio-t recently in network t\ 
i >u\ -. 

Texaco i- -[lending some 
its ad budget in telev i-imi. 

Dropping ii- co-sponsorship of 
Huntley -Br inkley Report on NB< l\ 
in the fall. Texaco ha- bought spon- 
sorship in some -i\ programs in NB( 
I \ 'g '(,_'."(, ', ~, hedule. I In \ are 
The / irginian, Eleventh Hour. 1/. 

sponsor • 2'> juo 1962 

AC0 *KAURo ff 

TEXACO promotes its toy tanker offer to 
motorists in print media as well as on the 
Huntley-Brinkley news telecasts over NBC TV 

TV AND RADIO copy stress services ex- 
tended by service station owners. Here's 
Shell dealer with free lollypops for the kids 

MOTORISTS are assisted by Cities Service 
with this new automated travel bureau at 
key service stations on super highways 


K.eever and the Colonel, Wide Coun- 
try, Sam Benedict and Saturday Night 
at the Movies. Currently Texaco is 
sponsoring Tall Man, and Interna- 
tional Shou time. It is estimated that 
Texaco's investment in NBC TV pro- 
graming this fall will come to more 
tlian $2 million, via Benton & Bowles. 
Gulf (Young & Rubicam) will 
sponsor the Instant Specials as thev 
did in the past. They will also spon- 
sor other news specials not yet de- 
termined. Gulf has sponsored all 
orbit shots and many follow-up spec- 
ials on the man-shoot, man-orbit 

Culf has received endless praise 
for the quality of its commercials on 
the Instant Specials. A Gulf spokes- 
man observed recently that "while 
live commercials can be used on 
pre-planned News Reports, the kev 
to the success of sponsoring Instant 
Specials lies in having a 'bank' of 
commercials on film and on file at 
NBC." The Gulf executive said that 
when a special is planned with onl) 
a few hours' notice, it is possible for 
Gulf officials to select commercials 
appropriate to the subject and mood 
of the report — or to eliminate com- 
mercials if it is inappropriate to have 
them, as in the case of a disaster — 
-imply bv making a phone call to 

Shell's new video campaign hopes 
to pull in even more customers than 
last year's drive and is so fashioned 
as to draw all levels of society — from 
sports fans to music lovers. A series 
of 11 international golf matches will 
be televised in color on NBC under 
Shell sponsorship starting in Janu- 
ary, 1963. G. Gordon Biggar, v. p. 
for public relations of Shell, said his 
organization "was pleased that this 
year's program will be televised in 
color to satisf\ the main viewers 
who expressed regret last year that 
the) could not see the spectacular 
courses and picturesque scenes in 
color." CBS TV presented the series 
llic last year and most likcK losl it 
because it could not offer color. 

Phillip- Petroleum. \ia Lambert & 
Feasley, has one-quarter sponsorship 

on a regional basis of the Ml Ameri- 
ca Football Cam.- over NBC TV 29 
June from Buffalo. Humble Oil re- 
cent!) sponsored the I nited States 

Open GoH Championship. 

\moco. via D'Arcy Advertising, 
will have one-quarter sponsorship of 
the National Football League Cham- 
pionship game over NBC TV 30 Dec. 

D-X Sunray Oil, via Gardner Ad- 
vertising, has one-quarter sponsor- 
ship on Saturday and Sundav of NBC 
Major League Baseball Game on a 
regional basis throughout the 1963 
season over some 32 stations. 

Last season, Cities Service, via 
Lennen & Newell, sponsored three 
full-hour specials titled Cities Service 
Highways of Melody. Nothing is 
definite, but SPONSOR learned there 
was a good chance Cities Service 
would return to the air shortly. 

NBC Radio, currently, is present- 
ing Wynn Oil. via Erwin Wasev, 
Ruthrauff & Ryan, on News on the 
Hour as a co-sponsor for seven alter- 
nate weeks during the summer. Sun 
Oil. via W illiam Esty, also is on NBC 
Radio presenting the Sunoco 3 Star 
Extra Newscasts five times weekly. 
Sun Oil has been an NBC Radio 
sponsor for 19 consecutive \ears. 

Oil sponsors on ABC TV present- 
Iv are Sun Oil with ABC News Fin- 
al: Mobil Oil with Ben Casey, Chey- 
enne. Naked City and Target: The 
Corruptors. In the fall ARC T\ will 
have Sunoco on ABC News Final 
and Mobile Oil on Alcoa Premiere. 
Naked City, 77 Sunset Strip and In- 

ABC Radio is offering Hastings 
Manufacturing ( Bozell & Jacobs!. 
maker of oil additives, on Paul Har- 
vey \eics. Texas- American Oil will 
have full sponsorship of the upcom- 
ing Notre Dame 10-game football 

Network l\ business b\ the coun- 
try's petroleum companies has shown 
a definite increase over the past sev- 
eral years, Fred Fierce, director of 
research, planning and sales develop- 
ment, ABC TV, told sponsor. Pierce 

was certain the trend would continue. 
Competition to the major companies 

has come from mam local oil com- 
panies which stress lower prices and 
self-service, according to Fierce. 

T. Beverlj Keim, director of ad- 
vertising for \\ vnn Oil. told SPONSOR 
that for the needs of his company, 
"network radio offers one of todav s 
I Please turn to page IT | 


23 jULTf 1962 

AUTOMATED distribution center is one of 10 maintained from coast-to-coast by the Sperry & Hutchinson Co., whose Green stamp is still 
No. I in nation, was top air media user in 1961. S&H is battling it out in New York with Plaid, the stamp taken on by long-time holdout A&P 


^ S&H-Plaid battle in New York is expected to spread 
across nation, with radio/tv earmarked for decisive roles 

^ Meeting of Trading Stamp Institute in Chicago points 
up plight of smaller companies in air media competition 

I he War 01 the Stamps, centered 
bell-bent-for-leather in tin- New ^ ork 
(it\ area for tin- moment, continued 
without letup last week with radio 
and television two decisive battle- 

• S&H Green -tamp- (Sperrj \ 
Hutchinson. New ^ ork i . the nation's 
eldest trading stamp company, and 
Plaid stamps (E. V. MacDonald Co., 
Dayton, 0.), the nation's \minurst. 
were making previous all-media bat- 
tles seem pale indeed. \\ itli \\P. the 
country's largest grocer) chain and 

it- single major stamp-plan holdout, 
now securel) in its pocket, Plaid was 
all-out for bounty, if not blood. In- 
dustr) veterans estimated that it- t\ 
spot campaign alone i Plaid has onlj 
been on New York television since 
January i was the largest single six- 
month spot expenditure in New ^ ork 
radio t\ history. And while S&H. 
now in Safewa) stores, was claiming 
to be "worth more than am othei 
stamp plan in the New York area 
bar none. Plaid continued to crowd 
the airways with the claim, "Plaid 

stamps are No. 1 in the New ^ ork 
area — by far." 

• \\ ith Plaid stamps already in 
use in some 2. 7iih \\P stores in 2'» 
states (there are 1.409 altogether), 
it was expected thai the dramatic hat- 
tie would soon spread to almost <-\ ei ) 
hamlet in the country, with radio 
and television earmarked t"i signifi- 
cant roles. \ltci eight month- of 
slugging it out in Albany, N. Y., the 
heel- -how no sign of cooling. Plaid's 
beaming parent. E. F. "Mat Mat 
Donald, envisions an earl) da) when 
Plaid w ill be i oast-to-coast, a posi- 
tion now held onl) b) S&H. He also 
expect- his company's sales to cata- 
pult from 1 961 - $55 million to a 
minimum ol $115 million this year, 
-a\ - it i- adding about 1 .'i" 11 new ai 
counts per week, expects to ha\ e I ">.- 
(too l>\ the end oi the year. \nd 
although S&H i- the onl) trading 


23 july 1962 


stamp presentlv in the tv network 
picture {The Dinah Shore Show, 
NBC TV), seers predict eventual en- 
try into network not onlj h\ Plaid, 
hut by the nation's current No. 2 
stamp. Top Value. 

In the midst of this scrambling foi 
trading stamp power, most of the na- 
tion- other medium-to-large stamp 
i ninpanies met in Chicago last week 
under the banner of the Trading 
Stamp Institute of America. This 
sixth annual meeting was not unlike 
an earlj meeting of the European 

I.( onomic Community, faced on the 
one hand by the power of the Lnited 
States, on the other by the imposing 
challenge of the Soviet bloc. Though 
not officially a "protective" or "de- 
fensive" organization. IS I \ nonethe- 
less points up the problems smaller 
stamp companies will inevitably be 
facing, now that the war is on in 
earnest. The Big Three — S&H, Top 
Value. Plaid — do not belong to the 
Institute, and it is these three who 
can afford the massive television 
schedules that play such a large part 

Redemption big part of stamp battle 

CLAIMS of both S&H and Plaid rely heavily on gift center items. S&H says one of its books 
is worth "$3.l I to $3.22 compared to Plaid's $2.90." Plaid says its catalogue has more brand 
names. Meanwhile, redemption centers of both will soon be familiar competitive landmarks 

in today's maneuvering for trading 
stamp power. Caught in the New 
York crossfire between S&H and 
Paid, for example, are Gold Bond, 
Triple-S and King Korn, until little 
more than six months ago unaffected 
by either S&H or Plaid, at least in 
Manhattan, Brooklyn, and the Bronx. 

"Although the situation in New 
York is not typical of what is hap- 
pening in other markets," says Cur- 
tis L. Carlson, president of Gold 
Bond, Minneapolis, "it may be the 
forerunner of a rising trend. The 
trading stamp industry is the most 
competitive business in operation at 
the present time." 

Carlson, as well as B. G. Barnick, 
general manager of Summit Savings 
Stamp Co., a large western regional, 
are former Procter & Gamble execu- 
tives, and both maintain that al- 
though major manufacturers of con- 
sumer goods, such as P&G, Lever, 
Colgate, etc.. are competitive in that 
they are fighting for distribution, 
shelf space, and consumer accept- 
ance, the stamp companies are fight- 
ing it out for merchant acceptance 
as well. And with virtually all of the 
major food chains now involved in 
stamp plans, the smaller supermar- 
kets and corner grocers will be 
forced into them for survival. 

"So while the war of the big boys 
may be getting all the publicity these 
days, ' one stamp company president 
told sponsor last week, "it's the bat- 
tle for the still-unsold retailer that's 
going to be hot and heavy." 

It's a battle that is slowly kill- 
ing the small companies, says Gold 
Bonds Carlson. He cites three im- 
portant reasons for this: 

1. Catologue sizes— they're petting 
bigger and mure elaborate all the 

2. A stamp company must be able 
to lun premiums in carload lots, and 
musl have warehouses and redemp- 
tion centers scattered oxer the coun- 
try in order to keep postal co-ts 

•'!. \ stamp company must have 
major chains .1- subscribers, or per- 

Carlson's theorj is borne out in 
part by the TSIA membership rolls. 
Eight months ago the Institute had 
150 members. Toda\ it has only 



2:? julv 1962 

'M)0 listed members this \ ear. 

Some stamp companies see hope in 
plans such as the l.agle Stamp Co. "I 
St. Louis, ami Communitj Stamps 
Inc. of New York, employ. Eagle, 
the second oldest stamp compan) in 
existence, operating throughout the 
Midwest since L903, lias been in 
business for 59 years without cata- 
logues, without redemption centers, 
and without premiums. Eagle stamps 
are redeemable for cash or for mer- 
chandise at retail outlets offering the 
stamps. Community, with its new 
"Pot- 0- Gold" plan ("Pot- o -Gold 
stamps the) spend like monej I 
uses the same Idea, its participating 

stoics accepting Idled books for 

goods or services. With Pot-o-Gold, 

each hook of 1.200 stamps has a 
value of $3, and can be spent only as 
filled hooks: partially-filled hooks 
are not accepted. 

Broadcasters, while standing only 
to gain from these dizzying pyro- 
technics, are also watching them with 
mounting concern. Many of the 
smaller stamp companies, for exam- 
ple, are now pa\ ing for time in 
stamps (especially in radio), which 
the stations in turn use as prizes on 
giveaway shows. 

"It's all perfectly legal and respec- 
table," sa\s one radio station mana- 
ger, "hut what about the competition 
it could start among stations? It's 
a stamp craze era, let's face it, and 
I don t think it's too far-fetched to 
imagine a time when four or five ra- 
dio stations in a market will be vie- 
jng for listeners via trading stamps 
— you know, the Gold Bond station. 
the Blue Stamp station, the Double 
Thrift station and so on. Commu- 
nity images and even program struc- 
tures could be vastly influenced." 

Typical of how a medium-sized 
stamp compan) is using broadcast 
media today is Triple-S Blue stamps. 
heaviest along the eastern seaboard. 
\ wholly owned subsidiary of the 
Grand I nion Co., Triple-S spends 
approximately $1 million a year in 
advertising, of which H>'< is allo- 
cated to radio. 

It conducts two individual adver- 
tising campaigns concurrently, one 
''horizontal. the other "vertical. ' 
Its horizontal campaign is largely 
I Please turn to page 50) 


W When a national advertiser recentl) approached a \\ esl 
Coast station and demanded lower-than-card rates, the gen- 
eral manager taught him a Lesson in "good business" ethics 

The report below recaps the con- 
versation between a company presi- 
dent and the station managei of a 
well-known radio outlet in California. 
II hat the) said it ill be familiar to 
many, for tlieir subject is expounded 
every day in every market alien- ad- 
vertisers are accustomed t<> bargain 
for the lou est possible rate. 

I had a chat with a chiseler the 
other day. His conipanv and our 
station had a dispute about a short 
rale. M\ sales manager and I met 
with the compan) president and his 
advertising people. 

It become clear that they were 
King to him and he was believing 
them. W hen he began a tirade about 
our complete lack ol principles and 
ethical business practices, we refused 
to listen and walked out — as graci- 
ousl) as possible. 

But the meeting distressed me very 
much and by the following morning 
I had convinced myself that the presi- 
dent simpl) didn t know what was 
going oti in his company. He couldn't 
know of his organization's reputation 
and still accuse our station of lacking 
husiness principles! 

So I invited him to have a private 
chat over lunch or cocktails. Neither 
was possible hut he did agree to drop 
into my office. It soon hecame clear 
we talked two different languages. 
\ot oidv did he know exact!) what 
was going on. he demanded the 
routine his people practiced. 

"Chisel? That- vour word for it." 
he said. "It's just good business! Of 
course 1 demand the) gel the lowest 
rate possible and then some!" 

It did no good for me to protest 
that his was a dangerous position: if 
he could chisel me down, couldn't 
his competitor chisel me down even 
further than that? 

"Lei him tr\ . If he can do it, he 
desei \ es ii ! \\ e're going t" gi ind 

down to the lowest price possible! 

Listen, I'm aboul to build a million- 
and-a-hali dollai plant. I'm going to 
grind dow n evei j suppliei . i \ ej j i on- 
tractor, ever) union, evei \ woi kei ! 
I ni going to gel the best I can for 
the least dollars. 

"If sonic station i- w illinji to cut 
it- rate for me. I should (are.-' I'm a 
saint? He'll sell it for a dollar but 
his rate card says it should be three 
or live or 10 or 20? I should give 
him the difference? I should insist 
on pa) ing ? 

"< Jet \ our head out of the clouds, 

young man. Get into business. Do 
what v OU have to do!" 

I patientl) explained that monitors 
after monitors indicate we consistent- 
Iv have the highest billings in town 
although we never deviate from our 
rate card as much as 5 cents. 

"So you're a very fortunate young 
man. I wish you well. But if von 
want mv husiness again, you'll bar- 
gain, you'll deal, you'll compete. 
You II get down there w ith the 
others. If you're not willing to do 
that — at least don't come to me with 
vour problem. Clean up vour own 
industry. Gel the othei stations to 
stop culling rate- and I'll have to pav 
the price. Meantime. I'll bargain. 
i on call it chiseling. I call it good 

\\ e, of course, demanded that he 
pav the short rate which he had not 
intended to do. His competitor, 
[earning once and for all that we 
were not off our i ate card and were 
enforcing the shorl rate, purchased 

a nice schedule on the station at full 
card rate. < hn language paid olT. 

Well, station managers, wh.ii lan- 
guage do you speak? I- he a chiseler 

or a good business man? \nd. what 
are you? ^ 


23 jii.y 1962 


the timebuyer's own 

coloring book-for fun 

between campaigns 

are our station call letters. We put them here so 
you will see them and associate them with the funny 
book you are about to read and color. Every time 
you see them we want you to laugh loudly and buy 
time on our station. 

A dependent survey conducted among our rela- 
tives and close personal friends indicates beyond 
a doubt that KVIL is the No. 1 station in Dallas 
on Wednesdays between 3:00 and 3:05 p.m. 

Requests for additional copies of this master- 
piece must be printed or typed at the bottom of 
properly executed time orders." 

I he foregoing tongue-in-cheek humor introduces one 
of the more original products of radio promotion, the 
"Coloring Rook for Radio Timebuyers." It is the brain- 
child of John J. Coyle, president of KVIL. Dallas, and 
in recent weeks has hit the desks of the nation's time- 
buyers like a breath of fresh satire. 

The subjects for coloring are the timehuyer himself, 
his belongings — such as his gre\ flannel suit, his wife. 
and dog. Other subjects are the station manager and 
his belongings — such as his commercial manager, his 
station signal, and his typical adult listener. Their 
characatures begin at the right. 

"Coyle's Coloring Rook, ' as it has come to be known, 
i- l>iin_' marketed to other stations for use as promotion 
through Coyle's other company, Commercial Recording 
Corp., a Dallas-based producer <>f singing commercials 
and musical radio promos. 

If Mm would like your nun cop) of the "(ioloi inu Ruok 
for Radio Timelnners."' wrile <<\ ..ill s|m»\x»|[ and one 
will be forwarded. ^^ 

This is a Time Buyer. The time 
buyer's face is usually red. 
He speaks several languages 
-a great deal of the time. 

This is a time buyer's dog. He has funny 
little wilted ears from listening to his master 
shouting on the phone. He is yellow 
and whines a lot. His name is "Discount ". 



23 july 1962 

This is a time buyer's | funny gray flannel suit. 

It has manv sleeves. These sleeves have 
something up them besides arms. 

This is a time buyer's wife. She has funny little 
wilted ears from listening to her master shout 
on the phone. She knows all about household 
care, child care, Hooper ratings, frequency 
discounts, rebating. Pulse, short-rate clauses, 
Nielsen. C. P. M. and P. I. She whines a lot 

This is a General Manager. Color him 
purple on bad days. Color him manly 
tan on good days. To keep him out of 
the red and in the black, give him some 
green. If you don't, he'll be blue. 

This is a station Commercial 
Manager. He does all the work. He 
has the station call letters 
tattooed on his chest. 
He was 37 before he knew he also 
had a pulse in his wrist. 


23 july 1962 


This is our competitor's signal. 
Color it by the numbers: 

1. Harsh orange! 2. Violent violet! 3. Dull gray! 
4. Loud yellow! 5. Grating green! 

This is our competitors' typical "adult" listener. 

This is our typical ADULT listener. 



This is a National Time Buyer. 
In the year 4000 everyone 
will look like this. 

SPONSOR • 23 JULY 1962 


^ SPONSOR asked several top reps this question: 
how can you tell if a timebuyer is a pro or an amateur? 

^ It's easy, say the reps, to separate the hep buyer 
from the amateur. Here are some of the tell-tale si<;ns 


hatever it is thai marks a 
broadcast buyer as a pro or labels 
him an amateur, has nothing what- 
soever to do with age. Nor with the 
Dumber of years spent in the 1 > n — i - 
in--. It revolves, instead, around 
something that goes slightly beyond 
the tangible. Like, for example, a 
built-in keenness of mind and a 
natural and unrehearsed feel for the 

These were some of the things 
Sponsor learned last week when it 
asked a number of top reps to spell 
out just exactly how they could sep- 
arate (even during a first meeting) 
a timebuyer who really knows his 
business from the amateur. 

Of course a certain amount of tan- 

gibles enter into the picture also. 
\nd although opinions vary, human- 

l\ from rep to rep. on some matters, 
the consensus of opinions shares a 
certain likeinindedness. 

For example, the majority are of 
the opinion that you can spot a real 
pro bj his willingness to listen and 
In his ability to pepper the presen- 
tation with a barrage of pertinent 
and probing questions. The ama- 
teur, on the other hand, centers his 
conversation around numbers or rat- 
in ir sources and, once established 
that these are not up to his stand- 
ards, begins immediatel) to clam up 
on all other facets. 

I For a look at some of the pro and 
amateur si^ns. see charts below. 

"A real pi", says "in- rep, "li-- 
ten-. II,- ,i-k- pertinent questions 
imt cryptic ones In- knows youi 
markets, and youi i ompetitoi 3. 1 1< 

CM -lie makes J Oil feci ;i| r.i-c milk 

ing you foi evei \ bit of infoi mation 
\ mi have. \ el making evei \ minute 
.in enjoj able, im igoi ating, stimulat- 
ing one. Real pi"- know what they 
are seeking, ami fill you in SO 
you, tOO, know what the) want. Real 
pros seek your aid, advice, and in- 
formation, ^i "ii never leave w ith a 

lack of fruition. 

\\ hat else- ma i k- a pro '. I "i one 
thing, his knowledge "f the agency. 
If lies familiar with his agency's 
wax of thinking and handling -itua- 
tions, then he's been around awhile. 

For another: the questions he 
asks: He's a pro if be ask- "are 
these fixed spots or pre-emptible?" 
The amateur is apt to inquire "is 
King of Diamonds a kid show? 

The pro i- also marked b\ his fa- 
miliarity with reps ami station peo- 
ple. If he asks "Hows Joe Blow at 
WOOF?— h;i\en"i seen him lately," 

You know the timebuyer is a pro if he: 


Tells you what he want- and what the budget i-. 


Know a Station's position in the '"musical spectrum"* in a market. 


Is hep to quirks in rate card-. 


Is aware of relationship of power vs. frequency. 


Buys not <>nl\ b\ numbers but what he think- is best for client. 


Is willing to talk about campaign's marketing and distribution problems. 


Knows rating histories oi station-. 


Will give you the opportunity to make a -witch pitch. 


Listens to all pitches and -pice- presentations with probing questions. 


W ill give rep chance to improve station set- up before cancellation. 


23 july l<;()2 


you know he's not new at the time- 
buying game, reports another rep. 

\ good timehuyer is one, accord- 
ing tn a good show of reps, is one 
who doesn't think that any change 
made after a bu\ indicates they are 
pom buyers, but rather that they 
have found improvements and that 
whal is better for the client is better 
for them. 

A pro is courteous, he doesn't pro- 
ject the feeling that he is doing the 
rep a fax or just to listen to his pitch. 
Nor, as one rep put it: "Here I am, 
go ahead and entertain me." 

An experienced timehuyer has no 
aversion to listening to all station 
playback tapes, and to every bit of 
information the rep is prepared to 
feed him. He is aware that he is 
employed by the agency to look, lis- 
ten and to evaluate in order to fa- 
cilitate the most effective buy for his 

\ pro is one who requests avail- 
abilities far enough in advance to al- 
low for a complete selling and buy- 
ing job. and he is aware that certain 
deals can be consummated by closer 
observation of the rate cards: (e.g. 
summer rates, total audience plans). 

\ pro is one who returns the sales- 

man's phone calls, he keeps appoint- 
ments and what's more, shows up 
for them on time. He is also the fel- 
low (or gal) who is receptive to new 
ideas: e.g., the purchase of times 
other than traffic. And he gives a 
salesman enough time to make his 

A pro doesn't hedge when it comes 
time to give a direct (and promised) 
answer to a salesman's proposal and 
he is willing to bring account execu- 
tives and the client in on the buy 
when necessary. 

Other marks of a thoroughly pro- 
fessional timehuyer: 

1. He wants to know station image 
in market, and the station's standing 
as a citizen of the community. 

2. He wants to know about the 
station's news services, how compre- 
hensive the local coverage, and how 
responsible the news service is. 

3. He wants to know all about the 
station personalities — why they have 
achieved the success they have, both 
as entertainers and salesmen. 

4. He wants to know the sound of 
the station — how it can be received 
in the home and familv situation. 

5. He wants to know as much as 
possible about the demographic 

make-up of the stations audience, so 
far as it is reflected in the station's 
programing policy. 

6. He is eager and willing to find 
out about audience composition, 
which may prove the cheapest price 
is not the best buy. 

7. He is willing to agree that rat- 
ing services are only a guide and 
will look at all services available be- 
fore making a decision. 

8. He wants to know about local 
or regional living habits which might 
affect buying habits and which one 
station has taken into consideration 
in its programing plans. 

9. He is sensitive to local listen- 
ing preferences for such programs 
as play-by-play sports and weather 
reports and the great sales opportu- 
nities they afford an advertiser. 

10. He knows the great value that 
program and personalis identifica- 
tion can have for a product, and the 
value of having a program person- 
ality do the commercial "live" for 
personal endorsement effectiveness. 

In the case of spotting an amateur, 
here too exists an area where some 
opinions van . 

There are some who sav he gives 
(Please turn to page 51) 

You can tell the timebuyer is an amateur if he: 

1. Looks at vou but doesn't see you. 


Listens to you but doesn't hear you. 


\-k> irrelevant questions. 


Is consumed by numbers and tends to hide behind them in decisions. 


[s afraid to stick his neck out even when doing mi might benefit client. 


Tries to impress you with his importance — or is awed to meet real live rep. 


Thinks going to a regular hangout for lunch i> a big deal. 


Refuses to give information pertinent to l>uv except markets and length oi spots. 


Can't be bothered with switch pitches. 


\\ III wiggle out of giving straight answer to why he didn't buy your station. 



23 july 1962 



With 1,570 stations now subscribing to the revitalized Code, radio 
advertisers are getting five big benefits from Code station buys 

I ddaj with 1.570 radio stations subscribing to 

the NAB's Radio Code of Good Practices ( mem- 
bership high-water mark, -till rising), and with the 
Code itself implemented and policed for the firsl 

time, radio advertisers and their agencies are get- 
ting more help, more benefits, and more protection 
for their messages on Code stations than ever before 
in the history of broadcasting. 

Surprisingly enough, neither NAB officials nor 
broadcasters — who have written thousands upon 
thousands of words on the Code — have, until now. 
fully presented the advertiser benefits in the Code 

Following discussions with these same officials, 
SPONSOR learned of fire tears (see box at right) 
in which the Code i.- helping advertisers. Several 
interpretations and ruling- arc also presented con- 

Radio Code stations offer 
these to spot advertisers 



You're free from over-commercialized 
schedules because of code limitations 

Your competitors' claims are policed 
— no unfair copy will be approved 

You get the time you pay for. Code 
monitoring checks on length of ads 

You're in good advertising company. 
Dubious products services are banned 

You're in good program company. Code 
stations have high program standards 


23 july 1962 

piUIIIII llllllll Illi;illl!llllllli!llllllll!llllllllllllillllllllllllllllll!llllli:illllllllllllllllll!!l^ Illllllllllllll IIIIIIIIIIIIIIIIIIIIIIIIIIIII 


1. Over-commercialization protection 

.Code stations are limited to an absolute maximum of 18 
minutes of commercial messages an hour in any one 60- 
minute clock hour in the broadcast week. Member stations 
are policed to see that the time-limit provisions are strictly 
complied with to prevent overcrowding. 

2. Your competitors' claims are policed 

The NAB Radio Code Office continually spot checks stations 
around the country to "keep 'em honest" and to make sure 
thai an advertiser — perhaps your competitor — isn't getting 
away with any false or misleading advertising claims, 
whether the station is aware of it or not. 

3. You get the ad time you pay for 

Upon the complaint of an advertiser or an agency, the Code 
Office will monitor a station and time the commercials to 
determine whether the outlet is giving buyers the time they 
pay for or if it is time-chiseling. 

4. You are in good advertising company 

Expressly prohibited by the Code are advertisements for 
spurious goods or services or those lacking integrity, thus 
assuring ihe respectability of the messages aired. In the 
unacceptable group are fortune telling and mind reading ads 
and advertising of hard liquor and tip sheets. 

5. You are in good program company 

Your commercial is spotted in a program pattern which is 
regulated by Code standards. This forbids programing 
which presents religious programs disrespectfully, or en- 

courages, lark of respect for parent-, the law. etc. 


cerning instances of non-acceptabil- 
ity in ad copy of leading advertisers. 
The last three pages of the article 
contain the entire Code, word for 

Not listed as an advantage to ad- 
vertisers, although it might well be, 
is the growing numerical strength of 
Code stations and of broadcasters' 
increasing acceptance of the respon- 
sibility "to clean up our house." 

Cliif Gill, who is Radio Code Re- 
view Board chairman, and president 
of KEZY. Anaheim, Calif., told the 
\ \l! comcntioii last \pril not only 
of the real accomplishments the Code 
has made since 1961. but also of the 
sacrifices some broadcasters made to 
prove the) meant business. 

"For the first time in the history 
of the radio industry."' Gill said, "we 
launched a monitoring effort to en- 
force the Code. A certain amount of 
non-subscribers as well as subscrib- 
ers were monitored. A study of the 
first 500 hours of reports show that 
94.1% of the hours were in compli- 
ance, although the monitoring was 
done in the heaviest traffic hours. 

"The past year will be remem- 
bered as the time when the Radio 
Code Review Board could sav 'put 
up or shut up' to the broadcasters 
who clamored for stricter enforce- 
ment with the promise to subscribe 
'just as soon as you kick out vour 
first violator.' 

"To state it perfectly accurately," 
Gill continued, "the Board stuck to 
its guns in demanding compliance 
with the new ban on hemorrhoid 
remedies and items of feminine hy- 
giene and eight important subscrib- 
ers resigned. Manx more who had 
formerlj advertised these products 
stood by the Code even though some 
registered vigorous protests. 

"One station manager told me he 
lost #10.000 a \car in Preparation H 
hilling but nevertheless, he would go 
along because he considered self- 
regulation of such great importance, ' 
(lill revealed. 

"In face of opposition from some 
of the nation's biggest operators, 
Gill added, "the Code Board stood 
firm and refused to relax the new 
commercial Limitation <>f 1<> minutes 
per hour. Though some protested, 
none resigned. These examples show 



23 JUL* 1902 

Swezey and Stone implement a 
new, revitalized NAB Radio Code 

Heading up the administration <>t the Radio Code 
of Good Practices in Washington are NAB Code 
Authorit) director Robert D. Swezey (r) and Radio 
Code manager Charles M. Stone. The Code became 
effective in July 1 ( )(>(). superseding the Standards 
of Good Practice. The latter, a weak and unenforce- 
able "honor system/' itself grew out of the 1929 
NAB Code of Ethics. In contrast, the new Code 
maintains headquarters in the capital, contains en- 
forcement machinery, collects fees from members, 
monitors stations, is endorsed by the 4As, AFA, 
ANA, and others, and has been hailed by the FCC. 


thai for the first time the radio in- 
<l u>t i \ Ikis a meaningful program of 


An advertiser might justifiably ask 
at this point. "Exactly what is wrong 
with hemorrhoid or feminine hygiene 

"Specifically included, the Board 
states, "as unacceptable for adver- 
tising under the Radio ("ode are 
products for the treatment of hemor- 
rhoids and those for use in feminine 
hygiene. It is assumed that the 
broadcast advertising of pile reme- 
dies, sanitary napkins, etc., can't 
avoid offending and embarrassing 
listeners, particularly when such ad- 
vertising is heard in mixed company. 

" \s distinguished from feminine 
hygiene products." the Hoard points 
out. "compounds to he taken orally 
for the relief of pain are acceptable 
subject to good taste in copy. 

"For example, cop) for Midol tab- 
lets was reviewed and the words 
'cramps.' 'periodic pain." and 'cramp- 
ing were not considered in good 
taste. The advertising agency re- 
Euse I to eliminate the objectionable 
words and Code subscribers were ac- 
cordingly advised that Midol copy 
was unacceptable." 

In a similar interpretation. tin- 
Board rejected proposed copy for 
Frendar which originally contained 

the phrases "menstrual distress," 
"cramps both before and during \our 
period." and "spasmodic pains." 

At the request of the Code Office, 
the agency substituted references to 
"normal pains." "relief both before 
and during that difficult time." and 
"sudden muscular pains are relieve 1" 
and the copy was accepted. 

Two other advertisers, Firestone 
Tires and Old Dutch Coffee, were 
found by the Board to be leading off 
commercials with lines such as "We 
interrupt this program to bring you 
this flash" and "Here's a bulletin 
from . . ." Both lead-ins violate the 
Radio Code provision that expres- 
sions characteristic all\ associated 
with news broadcasts should be re- 
served for news announcements, and 
the agencies blue-penciled the intro- 
ductions at the request of the Code 

A problem of "good taste" pre- 
sented itself to the Board in a public 
service announcement released b\ 
the American Cancer Society urging 
women to undergo tests for the detec- 
tion of uterine cancer. 

The problem resolve 1 into one of 
cooperation with the American Can- 
cer Society to develop copy treatment 
that would be considered the least 

offensive, vet which would retain a 
strength and the necessity for the 

"We frequently encounter extreme- 
ly critical areas," Swezey told SPON- 
SOR, "because of a direct involvement 
of legal implications. For instance, 
iadio has a legal ri^ht to advertise 
hard liquor, yet this advertising is 
unacceptable under the Code. Such 
distinction, regardless of logic or the 
lack thereof, still remains. 

"To lower the barrier against hard 
liquor advertising, regardless of legal 
rights." he added, "would be to open 
the door for restrictive Legislation 
harmful to all advertising." 

In order to support the enforce- 
ment machinery. Swezey said that 
the 1.570 Code subscribers pay at a 
rate of $80,000 a year. The maxi- 
mum subscriber fee i~ $360 .i year, 

he said, although 62* i of the mem- 
bers pav $5 a month or le~-. 

Swezey feels confident that on< e 
the aims and activities of the Code 
become more widely known, the m.i- 
joritv of the non-subscriber stations 
will become members. I alculating 
the job ahead, he noted that the FCC 
reported t,73 1 am and fm stations 
operating as of June. f^ 

Turn page for Radio (lode in its entirety 


23 JULY 1962 





of the 

National Association of Broadcasters 

A. News 

Radio is unique in its capacity to reach the largest 
number of people first ivith reports on current events. 
This competitive advantage bespeaks caution — being first 
is not as important as being right. The folloiving Stand- 
ards are predicated upon that viewpoint. 

NEWS SOURCES. Those responsible for news on 
radio should exercise constant professional care in the 
selection of sources — for the integrity of the news and 
the consequent good reputation of radio as a dominant 
news medium depend largely upon the reliability of such 

NEWSCASTING. News reporting shall be factual and 
objective. Good taste shall prevail in the selection and 
handling of news. Morbid, sensational, or alarming de- 
tails not essential to factual reporting should be avoided. 
News should he broadcast in such a manner as to avoid 
creation of panic and unnecessary alarm. Broadcasters 
shall be diligent in their supervision of content, format, 
and presentation of news broadcasts. Equal diligence 
should be exercised in selection of editors and reporters 
who direct news gathering and dissemination, since the 
station's performance in this vital informational field de- 
pends largely upon them. 

tions devolve upon those who analyze and/or comment 
upon news developments, and management should be 
satisfied completely thai ihe task is to be performed in the 
best interest of ihe listening public. Programs of news an- 
al\ -is and commentary shall be clearly identified as such, 
distinguishing them from straight news reporting. 

EDITORIALIZING. Some stations exercise their rights 
to express opinion- about matters of general public in- 
terest. Implicit in these efforts to provide leadership in 
matters of public consequence anil to lend proper authoi- 
it\ to the station's standing in the community it serves, 
is an equal obligation to provide opportunity for qualified 
divei genl \ iew points. 

Mic reputation of a Station for honestv and accuracy 


in editorializing depends upon willingness to expose its 
convictions to fair rebuttal. 

Station editorial comment shall be clearly identified 
as such. 

All news interview programs shall be governed by ac- 
cepted standards of ethical journalism, under which the 
interviewer selects the questions to be asked. Where there 
is advance agreement materially restricting an important 
or newsworthy area of questioning, the interviewer shall 
state on the program that such limitation has been agreed 
upon. Such disclosure shall be made if the person being 
interviewed requires that questions be submitted in ad- 
vance or if he participates in editing a recording of the 
interview prior to its use on the air. 

B. Public issues 

A broadcaster, in alloting time for the presentation of 
public issues, shall exert every effort to insure equalitv 
of opportunity. 

Time should be allotted with due regard to all element? 
of balanced program schedules, and to the degree of in- 
terest on the part of the public in the questions to be 
presented or discussed. ( To discuss is "to sift or examine 
by presenting considerations pro and con."") The broad- 
caster should limit participation in the presentation ol 
public issues to those qualified, recognized, and properlj 
identified groups or individuals whose opinions will as- 
sist the general public in reaching conclusions. 

Presentation of public issues shall be clearl) identified. 

C. Political broadcasts 

Political broadcasts, or the dramatization of political 
issues designed to inlluence an election, shall be proper!] 

identified as such. 

D. Advancement of education and culture 

Because radio is an integral part of \merican lift-. 
there is inherent in radio broadcasting a continuing op- 
portunity to enrich the experience of living through the 
advancement of education and culture. 



23 july 1962 


The radio broadcaster, in augmenting the educational 
and cultural influences of the home, the church, schools, 
institutions of higher learning, and other entities devoted 
to education and culture: 

Should be thoroughly conversant with the educational 
and cultural needs and aspirations of tin- communit) 
sen ed : 

Should cooperate with the responsible and accountable 
educational and cultural entities of the communit) to pro- 
lide enlightenment ol listeners; 

Should engage in experimental efforts designed to ad- 
vance the community's cultural and educational interests. 

E. Religion and religious programs 

Religious programs shall be presented respectfully and 
without prejudice or ridicule. 

Radio broadcasting, which reaches men of all creeds 
simultaneously, shall avoid attacks upon religion. 

Religious programs shall he presented l>\ responsible 
individuals, groups, or organizations. 

Religious programs shall place emphasis on hroad re- 
ligious truths, excluding the presentation id controversial 
or partisan views not direct!) or necessaril) related t<> 
religion or moralit) . 

F. Dramatic programs 

In determining the acceptability of an\ dramatic pro- 
gram containing am element of crime, mystery, <>r hor- 
ror, proper consideration should he given to the possible 
effect on all member- of the family. 

I Radio should reflect realistically the experience of liv- 
ing, in both its pleasant and tragic aspects, if it is to serve 
the listener honestly. Nevertheless, it holds a concurrent 
obligation to provide programs which will encourage bet- 
ter adjustment- to life. 

I his obligation is apparent in the area of dramatic 
programs particularly. Without sacrificing integrity ol 
presentation, dramatic programs on radio shall avoid: 

Techniques and methods of crime presented in such a 
manner as to encourage imitation, or to make the com- 
mis-ion of crime attractive, or to suggest that criminals 
an escape punishment : 

Detailed presentation of brutal killings, torture, or 
physical agony, horror, the use of supernatural or cli- 
mactic incident- likelv to terrif\ or excite unduly; 

Episodes involving the kidnapping of children: sound 
fleets calculated to mislead, shock, or unduly alarm the 
Disrespectful portrayal of law enforcement: 
The portrayal of suicide as a satisfactor) solution to 
m\ problem. 


Children's programs 

Programs specifically designed for listening by chil- 
dren shall be based upon sound social concepts and shall 
ellect respect for parents, law and order, clean living, 
ligh morals, fair play, and honorable behavior. 

They shall convey the commonly accepted moral, so- 
cial, and ethical ideals characteristic of American life. 

I he) should contribute to the health) development of 

SPONSOR • 23 .11 I.V 1%2 

pel SOnalit) and < hai acln . 

I he) -hould afford opportunities foi cultural growth 
as well as for wholesome entertainment. 

I hex -hould be consistent with integrit) of realistii 
production, but the) -hould avoid material of extrerm 
nature which might create undesirable emotional rea< 
lion in children. 

The) shall avoid appeal- urging children to purchasi 
the product specificall) for the purpose of keeping the 
program on the air oi which, foi an) reason, ei iragi 

children to enter inappropi iate places. 

H. General 

The intimacv and confidence placed iii Radio demand 
of the broadcaster, the networks and othei program 
source- that the\ be vigilant in protecting the audience 
from deceptive program practices. 

Sound ellect- and expressions characteristicall) assoi i- 
ateil with news broadcasts I such a- 'bulletins," "flash, 


How Code Board enforces 
regulations and procedures 

Of the Radio Code Rex iev\ Hoard's main 
functions, none i- mote important than it- 
role a- policeman <»l the Code members. A 
station which errs is notified of it- trans* 
gression and nearlx alwaxs halts it. 

If the malpractice persists, the station 
cither resigns I torn Code member-hip or 
laces a hearing before the 29-member NAB 
Hoard of Directors. If the station loses the 
hearing it may also lose Code membership, 
depending upon the gravity of the breach. 

Action of this type invariably begin- w ith 
a complaint to the NAH from listeners, ad- 
vertisers, agencie-. or other interested par- 
ties, perhaps even another station. 

The Code Board monitors the station and 
tape records the violation-. The Hoard then 
notifies the station. 

It the station refuses t<» compl) with the 
Code provision-, the Board prefers charges 
against it to the Hoard of Director- and 
recommends a hearing to determine the 
station's right to identify itself .1- a Code 


etc.) shall be reserved for announcement of news, and the 
use of any deceptive techniques in connection with fic- 
tional events and non-news programs shall not be era- 

I lie broadcaster shall be constantly alert to prevent 
activities that ma\ lead to such practices as the choice 
and identification of prizes, the selection of music and 
other creative program elements and inclusion of any 
identification of commercial products or services, their 
trade names or advertising slogans, within a program 
dictated by factors other than the requirements of the 
program itself. This expressly forbids that acceptance by 
producer, talent, or any other personnel of cash payments 
or other considerations in return for including any of 
the above within the program. 

When plot development requires the use of material 
which depends upon physical or mental handicaps, care 
shall be taken to spare the sensibilities of sufferers from 
similar defects. 

Stations shall avoid broadcasting program material 
which would tend to encourage illegal gambling or other 
violations of Federal, State and local laws, ordinances, 
and regulations. 

Simulation of court atmosphere or use of the term 
"Court" in a program title shall be done only in such 
manner as to eliminate the possibility of creating the 
false impression that the proceedings broadcast are vested 
with judicial or official authority. 

When dramatized advertising material involves state- 
ments bv doctors, dentists, nurses, or other professional 
people, the material shall be presented by members of 
such profession reciting actual experience, or it sliall be 

5 minute programs 

SERVING the NAB Code Review Board as chairman is Cliff Gill, 
president of KEZY, Anaheim, Calif. Board is Code's enforcement body 

made apparent from the presentation itself that the por- 
trayal is dramatized. 

Quiz and similar programs that are presented as con- 
tests of knowledge, information, skill or luck must, in 
fact, be genuine contests and the results must not be 
controlled by collusion with or between contestants, or 
any other action which will favor one contestant against 
any other. 

No program shall be presented in a manner which 
through artifice or simulation would mislead the audi- 
ence as to any material fact. Each broadcaster must 
exercise reasonable judgment to determine whether a 
particular method of presentation would constitute a ma- 
terial deception, or would be accepted by the audience 
as normal theatrical illusion. 

In cases of programs broadcast over multiple station 
facilities, the originating station or network shall assume 
responsibility for conforming such programs to this Ra- 
dio Code. 

Requests for time for public service announcements or 
programs should be carefully reviewed with respect to the 
character and reputation of the campaign, group or or- 
ganization involved, the public interest content of the 
message, and the manner of its presentation. 


Advertising is the principal source of revenue of the 
free, competitive American system of radio broadcasting. 
It makes possible the presentation to all American peo- 
ple of the finest programs of entertainment, education, 
and information. 

Since the great strength of American radio broadcast- 
ing derives from the public respect for and the public ap- 
proval of its programs, it must be the purpose of each 
broadcaster to establish and maintain high standards of 
performance, not only in the selection and production of 
all programs, but also in the presentation of advertising. 

A. Time standards for advertising copy 

The time standards for advertising are as follows: 
I. Programs under single sponsorship. 

The maximum time to be used for advertising, allow- 
able to any single sponsor, regardless of type of program, 
shall be 

1 :30 
L5 3:00 

25 " " 4:00 

30 " " 4:15 

15 " " 5:45 

60 " " 7:00 

I he lime standards allowable to a single advertiser do 
not affect the established practice of allowance of station In 
breaks between programs. '' to 

\u\ reference in a sponsored program to another's p| ; 
products or services under any trade name, or language h, 
sufficientl) descriptive to identif) it. shall, except for u,,, 
I Please turn to page ■!(>) 




23 july 196.1 

Media people: 

what they are doing 

and saying 



There's been a major realignment of the New York media 
department of MacManus. John «JC Adams, which will not peril 
the home office's department in Detroit. The buyers will he 
divided into two groups: a consumer group headed by John 
Martin"; and a commercial group headed by John Latsky. Rus- 
sell Brown, transferred from the Bloomfield Hills. Mich, office, 
is director of marketing services and responsible for all-media 
reseach ami maketins activities. 

WILL the real Marv Shapiro please step foreward? SPONSOR commanded last week, 
when Marv Shapiro of BBDO (c) lunching at Mike Manuche's with TvAR's Marv Shapiro 
(r), who brought along fellow staffer Bill Morris (I) to support his claim to the title 

Things you should knoic about DLS&S media department : I iider 
v. p. and media director Sam Vitt. it services all the agency's accounts, 
10 of which are jointly shared with other major agencies. I his keeps 
Martin Herhst. who is media research director, and his group on their 
toes gathering, analyzing, and supplying media and marketing data. 

Assistant media director Sam Tarricone, is in charge of one 
buying group; Jaek Giebel and Dick Olsen handle supervising 
roles on two other groups. These men are responsible for 
planning ami supervising every aspect of media plans for ac- 
counts assigned to their agency groups. The agency believes 
that the three-group system facilitates and provides the most 
efficient means of buying. 

i Please turn to page 1 I | 
SPONSOR • 23 JULY 1962 


Know every campaign in the 
market . . . and make calls on 
accounts and agencies long 
before the buys are made. 


Know the programming of 
every station in the market 
and explain the "on the air" 
techniques of your station 
...and the responsiveness 
of your audience. 


Know the rating position of 
every station in the market 
and develop research data 
that produces billing. 


Know the coverage pattern 
of every station in the mar- 
ket... and the results of ac 
ceptable coverage studies. 


Call on account sales man- 
agers and agency research 
directors to get your market 
added to the list. 


Make the calls day after 
day. and get the business. 

The door is always open... 

bob dore 



11 WEST 42nd STREET 

NEW YORK 36. N. Y. 


Broadcasters — 




Sales Promotion 





Direct Mail 

Public Relations 


And these are only 8 reasons why: 

...Ten years experience in the 
television and radio industry. 

...Complete sales approach. 

. . . Forceful, effective copy. 

...Six years in print media pro- 

...Thorough knowledge of media 

. . . Administrative experience. 

. . . Knows all phases of advertising 

. . . Age: 40. 


write: SPONSOR, Box 320 Today 



{Continued from page V.\) 

There are. additionally, two supervisor) positions held 1>\ senior 
media personnel in broadcast and print media, respectively. Boh \\ id- 
holm holds the broadcast role. Rita Venn is on print. Below this level 
are a staff of air and print buying specialists and all-media buyers. The 
balance varies depending on the special needs within each group. Says 
media director Vitt. "Some agencies stress specialization, others stress 
all-media buyers. There are advantages to both methods, and as a re- 
sult we ti \ to balance and blend the advantages of each into one system 

so our clients gel the most effeeti\e buys. 

DISCUSSING the Miami market, Tom Buchanan (l-r) of H-R Reps, Charles Mathews of 
WLBW (TV), Bob Cagliero of C. J. LaRoche lunch at Vincent & Neal's Due Mondi 

The responsibility of the buyer is to be certain that the media 
department's standards are met. Senior buyers, such as Tom 
Breckenridge, Stu Eckert, and Martin Daniels, make certain 
that the objectives of a campaign are clearly defined and thor- 
oughly understood before buying begins. 

Research director Herbsl places greal stress on accurate, detailed in- 
formation and manj special studies have been made to develop new 
media-marketing concepts of buying. Its "advance market" concept 
singles OUl markets with tremendous growth ignored 1>\ standard meas- 
urements. Based on it. Bob Walsh, Letl Stein, and Frank McDonald are 
CUrrentl) buying hyphenated market- when' the combined population 

of two market-- offers a better cost-per-1,000. 

"These concepts," Vitt comments, "are the result of exhaus- 
tive media studies in terms of advertisers 1 marketing problems 
ami objectives, and provide our clients with a concrete basis for 

our campaigns." ^ 


2A .ii i.v 1902 

Capsule case histories of successful 
local and regional television campaigns 



SPONSOR: Pepsi-Cola Distribute)] AGENT: Direct 

Capsule case history: The Pepsi-Cola Dance Part) on 
\\ PRF-TV, Wheeling, \\ . Va., lias made the area so Pepsi- 
i onscious thai in the pasl five years the per capita consump- 
tion lia> been raised I" 79 bottles pet person per year and 
has resulted in a ITS increase in sales each war since the 
program lias Keen on the air. WTRF-TV is proud of the 
success, particularly because it resulted in Pepsi putting TV. 
of its advertising budget in t\. The program's popularity 
tresis greatly in its unique form. Joe Ovies, the Pepsi dis- 
tributor, wanted the show to be different from the hundreds 
of dance parties across the country, so he. Robert Ferguson, 
executive V.p. of WTRF. and other businessmen put together 
;i package deal which consisted of dinner at the local record 
shop with a record thrown in all gratis for all the kids ap- 
pearing on the show. Not only do the participating students 
•njo\ the program, but it has been the highest rated show 
in its time slot in the area. 
WTRF-TV, Wheeling, W. Va. Program 


SPONSOR: Beloit Trailei Sales & Park \U Nl \ D 

Capsule case history: One of the leading lines "I trailers 
.anicd 1>\ the Bdoit Trailei Sales & Park in Beloit, Wise. 
is the Richardson Homes line. Although the company has 
advertised all it- lines on \\ REX-TV . Rockford, III., [or four 
wars, and sponsored two wars ol San Francisco Beat, tin- 
highest sales ever reached in competition with other Richard- 
,-on dealer.- placed it number four position in the country. 
However, dining a one-month period, Beloil concentrated it- 
advertising strictly on the show <m Richardson. "As a re- 
sult," sa\s Phil Korst, sales manager of Beloit, "we wound 
up number one in the country."' Howewr, the sales man- 
ager reported that one months result- was not the whole 
story. "Every week we have people in From over one hun- 
dred miles away as a result of our WREX-TV campaign, with 
full\ 10', of our sales made to station listeners in the Chi- 
cago metropolitan area, as well as main who drive in from 
Dubuque. Iowa, where they receive the station b\ cable. 
WREX-TV, Rockford, III. Program 


SPONSOR: Bexel Vitamins, div. ol 
McKesson & Robbins 

Capsule case history: Dateline Chattanooga, scheduled 
laily on WTVC, is a new-, weather, and sports program 
hat dramatizes its reports in unique ways. For example. 

when giving temperatures of different sections of the coun- 

r\ . it (lashes a picture of that area. Bexel Vitamins, div. 

if McKesson \ Robbins, felt this type of presentation good 

•rogram-product integration, and bought a 13-week cam- 

laign using a weekly schedule of one 10-minute news seg- 

nent, one five-minute sports, two five-minute weather slots. 

Nile- for Rexel appreciably jumped in the area over the pre- 

ious war as a result of the advertising. Bob Westenhiser, 

dck.e--on \ Robbins sales manager responsible for the 

placement, reported: "Dateline Chattanooga has done won- 

lers for Bexel Vitamins in this area and we're grateful to 

|>e on.'" Westenhiser has instructed Nelson-Chesman. the 

oca! agency, to purchase regular schedules on \\ l\C 

>ased on the successful result-. 

*TYC. ( hattanooga Program 


AGENCJ : Direct SPONSOR: Lynn Koehlinger Co., Inc. 

VGEN< ^> : Dire. < 

Capsule case history: A recent example of the ability ol 

W Wl.-'l \ . Fort \\ ayne, to stimulate viewers to action, hap- 
pened on The Ann Colone Show, aired Monda\ through Fri- 
day, 1:00-1:25 p.m. on channel 15. Ann i- \\ Wi.TY- 
w omen's director, and her show includes interviews with 
guests of special feature interest, fashion and decorating ex- 
perts, -how business entertainer-, etc. During one month. 

LYNCO, a prominent distributor in the Fort Wayne area, 

-ponsored the giveawa\ of 10 Kitchen \id portable mixers, 
and one Kitchen \id di-hw ashei a- part of their advertising 
promotion. LYNCO ran twenty one-minute spots on \nn'- 
-how during the month, announcing the contesl and inviting 

viewer- to enter. Mail response to the eoiite-t totaled 8,887 

post cards from four states. \- for actual sales out of the 
85 Kiti hen Ud di-ti ibtuors in the national organization 
the Lynn Koehlinger Co. (LYNl 0) was fifth in sales and 
first in penetration of a designated market area. 
\N VNK-TV. Fori Wayne, Indiana Announcements 


23 JULY 1902 


(Continued from page 42) 

normal guest identifications, be considered as advertis- 
ing copy. 

While any number of products may be advertised by 
a single sponsor within the specified time standards, ad- 
vertising copy for these products shall be presented with- 
in the framework of the program structure. Accordingly, 
the use on such programs of simulated spot announce- 
ments which are divorced from the program by preced- 
ing the introduction of the program itself, or by follow- 
ing its apparent sign-off shall be avoided. To this end, 
the program itself shall be announced and clearly identi- 
fied before the use of what have been known as "cow- 
catcher" announcements, and the programs shall be 
signed off after the use of what have been known as 
"hitch-hike" announcements. 

2. Announcement type programs, multiple spon- 
sorship programs, and any combination of 
programs and announcements. 

The maximum time to be used for advertising in an- 
nouncement and/or multiple sponsorship programs shall 
not exceed an average of fourteen minutes an hour, com- 
puted on a weekly basis; provided, however, that in no 
event shall the maximum exceed eighteen minutes in any 
single hour or five minutes in any fifteen minute segment. 
For the purpose of determining advertising limitations, 
such program types as "classified, ' "swap shop" "shop- 
ping guides" and "farm auction" programs, etc., shall be 
regarded as containing one and one-half minutes of ad- 
vertising for each five minute segment. 

B. Presentation of advertising 

The advancing techniques of the broadcast art have 
shown that the quality and proper integration of adver- 
tising copy are just as important as measurement in time. 
The measure of a stations service to its audience is de- 
termined by its over-all performance, rather than by any 
individual segment of its broadcast day. 

C. Acceptability of advertisers and products 

I. \ commercial radio broadcaster makes his facilities 
available for the advertising of products and services and 
accepts commercial presentations for such advertising. 
However, he shall, in recognition of his responsibility to 
the public, refuse the facilities of his station to an ad- 
vertiser where he has good reason to doubt the integrity 
of the advertiser, the truth of the advertising representa- 
tions, or the compliance of the advertiser with the spiril 
and purpose of all applicable legal requirements. More- 
over, in consideration of the laws and customs of the 
communities served, each radio broadcaster shall refuse 
his facilities to the advertisement of products and serv- 
ile-, .ii the use of advertising seii|it-. which the station 
has good reason to believe would be objectionable to a 
substantial and responsible segment of the community. 
The foregoing principles should be applied with judg- 
ment and llcxibilitv. taking into consideration the char- 
acteristics of the medium and the form of the particular 
presentation. In general, because radio broadcasting i- 
designed for the home and the entire family, the follow- 
ing principles shall govern the business classifications 
listed below: 


a) The advertising of hard liquor shall not be ac- 

b) The advertising of beer and wines is acceptable only 
when presented in the best of good taste and discretion, 
and is acceptable subject to existing laws. 

c) The advertising of fortune-telling, occultism, astrol- 
ogy, phrenology, palm-reading, numerology, mind-read- 
ing, or character-reading is not acceptable. 

d) The advertising of intimately personal products 
which might offend and embarrass the listening audi- 
ence is unacceptable. In this category are products for 
the treatment of hemorrhoids and for use in feminine 

e) All advertising of products of a personal nature, 
when accepted shall be treated w ith special concern for 
the sensitivities of the listeners. 

f) The advertising of tip sheets, publications, or or- 
ganizations seeking to advertise for the purpose of giving 
odds or promoting betting or lotteries is unacceptable. 

2. An advertiser who markets more than one product 
shall not be permitted to use advertising copy devoted to 
an acceptable product for purposes of publicizing the 
brand name or other identification of a product which is 
not acceptable. 

3. Care should be taken to avoid presentation of "bait- 
switch" advertising whereby goods or services which the 
advertiser has no intention of selling are offered merelv 
to lure the customer into purchasing higher-priced sub- 

D. Contests 

Contests shall be conducted with fairness to all en- 
trants, and shall comply with all pertinent Federal. State, 
and Local laws and regulations. 

All contest details, including rules, eligibility require- 
ments, opening and termination dates, shall be clearly 
and completely announced or easily accessible to the lis- 
tening public; and the winners* names shall be released 
as soon as possible after the close of the contest. 

When contestants are required to submit items of prod- 
uct identification or other evidence of purchase of prod- 
uct, reasonable facsimile- thereof should be made accept- 

All copv pertaining to any contot (except that which 
is required bv law i associated with the exploitation or 
sale of the sponsor's product or service, and all reference-; 
to prizes or gifts offered in such connection shall be 
considered a part of and included in the total time limita- 
tions heretofore provided. 

E. Premiums and offers 

The broadcaster shall require that full details of pro- 
posed offers be submitted for investigation and approval 
before the first announcement ol the oiler is made to the 

A final date for the termination of an offer shall be 
announced as far in advance as possible. 

If a consideration i» required, the advertiser shall agree 
to honor complaints indicating dissatisfaction with the 
premium by returning the consideration. 

There shall be no misleading descriptions or compari- 
sons of an) premiums or gifts which will distort or en- 
large their value in the minds of the listeners. 


23 jm.v 196? 


(Continued from page -!'>i 

l>«-t advertising buj s. 
"Currentl) we are pari sponsors 

of NBC Radio's Xews on the Hour 
and the initial reaction al l><>th the 
consumer and dealer level ha- ex- 
ceeded our Fondest hopes," Keim 

According to keim. network radio 

makes possible national coverage and 
near-saturation frequenc) at a more 
economical cost-per-1.000 than am 
other national or local advertising 
medium can manage. \ml. in terms 
of pin-pointing the right audience 
for his company's products, he cites 
the radio-extra of reaching auto- 
mobile drivers while on the road. 

George \. Graham, Jr., v.p. and 
genera] manager, NBC Radio, said 
that in working with Wynn Oil and 
other companies in the oil industrj . 
"we've learned the importance of 
meaningful promotional and mer- 
chandising help, extending from the 
producer's sales force down through 
his entire distribution complex." 

In discussing this aspect of net- 
work radio advertising, Keim added 
that he welcomes what he calls "an 
increasingly cooperative attitude of 
radio network management toward 
merchandising assistance." NBC's 
promotional department has shown 
initiative and imagination in provid- 
ing us with a continuing barrage of 
materials for our distributors and 
Balesmen, he maintained. 

Most of the gasoline and oil busi- 
ness next fall on CBS TV will come 
from sponsorship of sports programs. 
As of the moment, CBS TV has no 
or oil sponsorship of entertain- 
ment programs. Presently, Texaco is 
sponsoring minutes of the Baseball 
Game of the Week on Saturdays and 
Sundays. On NCA \ football, CBS 
TV will most likely have Humble Oil 
for one-quarter sponsorship. On Na- 
tional Football League coverage CBS 
T\ expects to have American Oil on 
a regional basis in New York, Pitts- 
burgh, Baltimore. Washington. St. 
Louis and Green Ba\ : and Sim Oil in 
Philadelphia. Speedwav Petroleum in 
Detroit. Sohio in Cleveland and 
Standard Oil of California on the 
West Coast. Shell Oil has sponsored 
the Leonard Bernstein Young Peo- 
pie's Concerts for the past several 
years. CBS TV does not have a 
renewal on this as yet. In the event 




M\ station has a special reason for subscribing to the N \l> 
Radio ("ode The terms of the lease on our studio require it. 
V.s the "station with studios at Disneyland Hotel, 1 K-EZIi is 
obligated h> its lease to adhere to the Radio Code. Obviously, 
"the magic medium in the miracle market," as we call K-EZ^ . 
musl make certain thai no program it broadcasts from any- 
where in Walt Disney's "Magic Kingdom" is in anything but 
tlii- besl of taste, and thai no commercial is misleading or 
offensh e. 

But K-EZY has another good reason for subscribing. I. 
it- presidenl and general manager, am chairman <d the Radio 
Code Review Board, and have served in code committee work 
over a period of six years. 

But neither of these is the most compelling reason thai our 
station operate- under the Code and supports it not onl) with 
our subscription but with a great deal of our time. The real 
reason is that all of us in the management of K-EZT . Dan 
Russell, our vice president and station manager. Ira Laufer, 
our vice president and general sales manager, and I all believe 
in the ("ode. \\ e beli< \e thai broadcasters should support their 
national association's efforts to establish and maintain an 
effective mean- of self-regulation, a- a defense again-t critics 
who urge greater government control. 

Hut more important, we think that broadcasters ought to 
subscribe to the Code because the) ought to subscribe to the 

In other word-, our efforts at self-regulation should he moti- 
vated by our own deep sense of responsibility to the public, 
and if we can convince members of the public of the responsi- 
bility we feel toward them, the) will be more responsive to 
US. This will not only benefit the public and the broadcasting 
industry, it will benefit our advertisers, whose commercial 
messages will be presented in an atmosphere of greater credi- 
bility. It will benefit the advertising agencies, who can spend 
their clients' budget- with greater confidence. It will give ad- 
vertisers and agencies another dimension, besides that of 
ratings, in which to measure stations. 

We subscribe because we think it i- good business to do so 
and this i- one trade secrel that we arc willing to -hare with 
our competitor-. 

Cuff Gii.i 


23 .11 t.v 1962 

Shell Oil renews, the programs would 
mate from the Philharmonic Hall 
in Lincoln Center for the Performing 
\rts. the Philharmonic's new home, 
raped Saturday mornings, the con- 
certs would be seen on CBS TV on 
i delayed basis. 

The CBS Radio roster of oil spon- 
sors Includes Sinclair Refining (Gey- 
er, Morey, Madden & Ballard) pre- 
-entiiig News, News Analysis, Di- 
mension, and Johnny Dollar. Hast- 
ings Manufacturing is co-sponsoring 
^I'orts lime on CBS Radio. George 
\ikedis. v. p., network sales, CBS 
Radio, told SPONSOR that oil com- 
panies and manufacturers of automo- 
tive lubricants and accessories will 
be using radio more and more as 
such companies tend to become more 
national in scope. "After all, what 
more direct way is there to reach the 
consumer of an automobile product 
than while he is in his car which to- 
day means while he is listening to his 
radii', remembering that there are as 
main radio-equipped cars today as 
there were radio homes 10 years 
ago upward of 48 million," Arkedis 
explained. "Of course, we do not 
nealecl to lake into account the in- 

crease in transistor radios whether in 
or out of the home. The plug-in set. 
of course, continues to perform its 
time-honored function." 

On the marketing front, the old 
fashioned service station appears to 
be rapidly fading and. like the flight- 
less dodo bird, is destined to be a 
curious objeel in a museum. 

American motorists this summer 
are encountering some brilliant ex- 
amples of newly-designed stations — 
stations that reflect an entirely new 
and vigorous concept of marketing 
and merchandising in the field of 
gasoline retailing. 

Among the revolutionary new con- 
cepts in service station operation, 
unveiled recently in Richmond, Va., 
by the Atlantic Refining Co., was the 
Magna Mart, indeed an ultra-modern 
installation, consisting of a combi- 
nation service station, garden center, 
gift and flower shop and a lawn 
mower sales and service facility. It 
marked the first time that a major pe- 
troleum company entered the garden 
equipment and supply field. The pe- 
troleum company has on display 
more than 1.000 items of garden sup- 
plies and equipment. 

Not to be outdone in the creation 
of new type service stations, Gulf 
Oil has come up with the Gulf Minute 
Shopper. \\ ithout leaving his car. 
the motorist can see and purchase a 
wide variety of items ranging from 
aspirin to film for his camera, in 
addition to his automotive needs. 
Under a canopied pump island unit 
is a glass-enclosed merchandise dis- 
play area. There are also customer 
lounges and an air conditioned wait- 
ing room. Gulf also displays unusu- 
al electro-mechanical gasoline pumps 
with remoteh -mounted indicators 
showing the quantity and cost of 
gasoline purchased. 

An unusual new r concept in station 
design is that of Sunrav 1)X. the 
first of which opened in Tulsa. It is 
a unique circular layout that moves 
lubrication areas to the rear of the 
building, clear of pump traffic. Driv- 
ers, it is reported, get faster service 
and there's even a hostess to make 
women motorists and children feel 
at home. 

M. G. I)a\ is. general manager of 
domestic marketing for Atlantic ob- 
served that the Magna Mart in Rich- 
mond is frankly an experiment with 











560 First On The Dial 




& DIRECTOR OF SALES Represented by the Katz Agency 

K LZ '»?? i° 




23 JULY 1962 

the object of increasing traffic and 
sales through existing outlets and 
more effectivel) using land area while 
meeting the challenge i>! modern 
marketing. Davis — . i i « 1 that if thi- 
new concept is successful, Atlantic 
would expand the idea into othei 
areas between New England and 
Florida. It marks the firsl time in 
Atlantic's 92-yeai 1 1 i ~t < » r \ of "dra- 
matical!} augmenting" the traditional 
service of gasoline, < • i I and other pe- 
troleum products and accessories. 
Davis noted that the new center was 
designed particularl) to appeal to the 
female as well as the male motorist 
and shopper, keeping in mind their 
varied shopping requirements. 

The first of the Gulf Oil Minute 
shoppers opened in Houston eail\ 

this year. Lasl month the second 
Minute Shopper opened in Forest 
Park, a suburb of Atlanta. Unlike 
the traditional one-building station, 
tlie new operation possesses three 
separate sales points: a pump island 
unit, a service building an da supple- 
mental island. 

RecenU) . Mobil Oil and Inter-late 
Vending Co. entered into a venture 
to give automated f I service at sev- 
eral Mobil service stations. Installa- 
tions are being set up in the East, the 
Midwest an I the West. Mobil 
is also testing an unusual ear repair 
center near Camden, \. J. which is 
using a batter) of electronic testing 
equipment to diagnose the condition 
of a car in 14 minute-. About (> 1 
different repair- will he offered in the 
new sen ice. 

To keep ahead of one's COmpetitOl 
in the service station business, the 
emphasis appears to he on providing 
as much service as possible, notably 
in providing those little nicities, 
those little extras, which make cus- 
tomers want to return again and 
again. \ number of advertising lead- 
ers in the oil industry indicated to 
sroxsoi; how important it was to 
sell courte-v and extra services at 
gas stations. Thev said that a por- 
tion of their broadcast copy this fall 
and winter would place special em- 
phasis on the importance of extra 
courtesie- and how this is best ex- 
emplified at their respective stations. 

Not all -ci vice station men how- 
ever feel as did the New Yorker who 
recently displayed this sign: "We i ol- 
leet taxes -federal, state and local. 
>> e also sell gasoline as a sideline."' 

There is one Gulf Oil dealer, for 

example, who give- a ha I loon to ever) 

child w ho come- into hi- Set v i. e -la- 

tion and take- children to school 

w hen the familv C81 ha- li ouble. 1 le 
al-o lend- a CUStOmei a Car while 

their car i- -civ iced oi replaces .1 
woi noiit Lev holdei w hen necessai v , 
\ dealer in a nearb) community 

give- a ran o| -aiirikraut with each 

Volkswagen tuneup, a jai of French 
dressing foi woik on a French cat 

and a can of spaghetti for work on 
Italian cars all this to publicize his 
foreign car sei \ ice. 

\ -civ ice frequentlj overlooked, 

hut rated a nui-t hv one South Car- 
olina dealer i- checking the level of 

windshield wiper concentrate. The 
industry also point- with pride to the 
dealer in Oregon who always puts 
a clean (loth inside each huh cap. to 
he used for kneeling or cleaning the 

hands in case of a highway Hat. Then 
there's the California dealer who 
vacuums the luggage compartment 
as part of pump island service. 

Rest room extras that go over big 
are children"- toilet -.-at-, electric 
baby-bottle warmers, ra/or Made- and 
-having cream. Weary and lost 
travelers who slop at certain stations 
receive maps printed on the hark of 
dealers' business cards showing near- 
hv roads in relation to the service 
station. Other dealers keep their 
pockets filled with valve cap replace- 
ments for cars that roll in capless. 

Also. Cities Serviie Oil is introduc- 
ing automated travel bureaus at kev 
service station location- on the New 
Jersev Turnpike. Garden State Park- 
wav and New York State Thruwav. 
The heart of the "robot"' touring cen- 
ter is an electronic device called the 
Directomat which issues printed trav- 
el information at the push of a but- 
ton. Each machine features the 120 
question- most frequently asked hv 
motorists using the specific service 
station involved, and 120 correspond- 
ingly numbered selector buttons. Said 
John I). King, executive v. p.. Cities 
Service Oil: "Anyone who has tried 
to thread his wav through the traffic 
ol Manhattan Island, for example, on 
the basis of oral direction- can appre- 
ciate what a boon it is to have such 
a written guide to follow on the trip." 

More promotion-minded than <-\r\. 
man) oil companies are offering self- 
liquidating premiums. In numerous 
instances, there i- national advertis- 
ing to hack up the local promotional 
campaigns. Among the chief users of 

pi emiums in the batl le foi the motoi 

ISt's attention i- I exai which ha- 

offered a wide assortment ranging 
li om pre* ision bai ometei s to 1 exa< 
to) lank trucks and tankers. 

I'i ice w ars have had signifii ant ef- 
fects on recent profits of the majoi 
oil companies. Bui there is hop. 
improvement in i oming months, ai 
cording to oil compan) executives. 
Meanw hile, the peti oleum indusl i j . 
which has no intention ol becoming 
tomorrow - bugg) w hip, i- hip deep 
in projects designed to make new and 
important use oi oil material-. In a 
number of upcoming video commer- 
cials, some of the industi 5 - presenl 
experiments will be shown to the 
v iew ing public. \ ideo w ill lev eal 
how oil companies an- expanding 
their retail marketing operations, en- 
tering the plastics manufacturing 
business, aiding in significant agri 
cultural endeavor-, building oil-fired 
snow inciter- and othei <\r\ ii es for 

the consumption of oil energy. What 
this means, of course. is thai ulti- 
matelv the broadcast medium will be 
one of the firsl to profit from all 
these diversifications, according to 

leader- in the oil indu-ti \ . ^ 











Raymond E. Corow 
General Manager 




• ARB. Nov. 61 

One buy— one bill— one 


Or stations may be bought 

individually for specific 


Represented nationally by 
Venard, Rintoul, McConnell, Inc. 
In the South by James S Ayers Co 

SPONSOR • 23 JULY 1962 



(Continued jrom page 31) 

institutional and averages 50 radio 
spots per week (minimum) on as 
man) as four stations per market. 

Its vertical campaign, on the other 
hand, targets radio saturations to 
plug openings of new redemption 
centers, promotes lagging stores and 
often whole shopping centers, and 
promotes especially its new cata- 
logues, issued every 12 to 13 months. 
For these campaigns, as many as 400 
radio spots per week, per station, are 

Triple-S is heaviest in radio dur- 
ing January and February, when 
most housewives have redeemed their 
stamps for Christmas gifts and are 
starting in all over again. A Sep- 
tember saturation comes next, when 
interest lost over the summer is 
keyed up again, and saving for Christ- 
mas gifts is the prime copy message. 

Sixty seconds in length, most of 
the Triple-S spots are 40 seconds on 
tape with a 20-second live tag. Wher- 
ever possible, and wherever the com- 
pany qualifies for it, it seeks the lo- 
cal rate. Triple-S now has trading 
stamp trade-out arrangements with 
from 30 to 40 stations. 

Discussing his company's radio 
schedules, William Park, Triple-S's 
I ) resident as well as vice president of 
the Grand Union store, says: "Not 
only do we hit the consumer with 
radio, we can also be heard more 
often by our own retail customers. 
And of course radio and tv adver- 
tising works for stamp companies 
jus| as it does for any other consum- 
er advertiser. In our broadcast ad- 
vertising we emphasize the advan- 
tages of our product, the conveni- 
ence of redemption centers and our 
group savings plan. Broadcasting is 
a natural for us." 

With its relatively modest budget, 
I 'riple-S is much less active in tele- 
vision than radio. When it does un- 
dertake a tv campaign, however, it 
sticks to time rigid qualifications: 
top station in the market; prime 
time only; highlv rated adjacencies. 
Believing that a well-known person- 
ality is important to a trading stamp, 
especially in television, Triple-S cur- 
rentlj is using movie actress Joan 
Bennett in its tv commercials. As 
with S&H's Dinah Shore, Miss Ben- 
nett serves as Triple-S's "hospitality 
sj mbol" for the year. 

Although served by a national 
agency (Kastor, Hilton, Chesley, Clif- 
ford & Atherton, New York), Triple- 
S does much of its spot scheduling 
on a field-work basis. The agency 
role, especially for the medium-to- 
smaller stamp companies, is less de- 
finitive than with most advertisers. 

"Agencies move much too slowly 
when it comes to buying radio and 
television." sa\s Gold Bond's Carl- 
son. Gold Bond, even with a major 
agency like McCann-Erickson, does 
most of its radio and television buy- 
ing locally, and — through dealers — ■ 
at local rates. The agency is used 
primarily for institutional ads in con- 
sumer magazines. 

The top spot tv users in 1961 were 
S&H, $359,630; Top Value, $207,- 
550; King Korn, $52,250; and Gold 
Bond, $36,150. Observers hasten to 
point out that Plaid stamps was not 
in the running until January of this 
year, and that S&H, while the lead- 
ing spot advertiser, was concentrat- 
ing in the main on The Dinah Shore 
Shoiv, nucleus of its 1961 campaign. 
In comparison, 1962 is already a 
marathon year. 

The phenomenal growth of the 
trading stamp industry in the past 
decade is rivaled only by discount 
houses. Trading stamps, first intro- 
duced in 1892 (in a Milwaukee de- 
partment store), today are being col- 
lected and saved by 40 million Amer- 
ican families — 77% of U. S. house- 

Trading Stamp Institute savs some 
250,000 retailers in businesses rang- 
ing from gas stations to dry cleaners, 
and even banks, purchased more than 
$750 million worth of stamps in 1961. 
Supermarkets are still the largest 
distributors of stamps, accounting 
for 00',' of the industry's volume. 
Gasoline stations are the next larg- 
est, with department stores, variety 
stores and other retailers in the dis- 
tribution ranks behind. In recent 
\ears. even industries have under- 
taken established stamp plans as a 
stimulant for sales forces, safety pro- 
grams, employee suggestions, sup- 
pliers, and purchasers. 

It was just about eight years ago 
that the boom in stamps really be- 
gan. Starting in the Midwest and 
spreading rapidly to all parts of the 
country, l>\ 1961 the $750 million in 
stamp sales accounted for 17', of 
total retail sales, as against $2 mil- 

lion, or 3/10 of V/c in 1934, and 
million, or 1%, in 1951. S&H Green 
stamps' sales last year alone amount- 
ed to about $300 million. 

The Bible is the only book found 
in more homes in the United States 
than the stamp saving book. 

Where are the collectors of these 
stamps? According to Bensen & 
Bensen, Inc.. market, opinion and 
consumer research firm. 18.2 million 
of them are in the East, 10.4 million 
in the Midwest. 6.5 million in the 
West, and 5.9 million in the southern 
central region. And thev range in 
age from 20 to 34 in 7.2 million 
homes. 35 to 49 in 16.5 million 
homes. 50 plus in 10.1 million homes. 

A Z.5°o basis is what most stamp 
plans operate on. which means that 
the shopper accumulates 2 1 -^c w orth 
of purchasing power (represented by 
10 stamps) for every dollar she 
spends. Books hold from 1.200 to 
1,500 stamps. The filled book, there- 
fore, is worth on the average from 
s2.50 to $3.00 in exchange value to- 
ward a premium. 

Eli M. Strassner, president of the 
Trading Stamp Institute as well as 
president of the Eagle Stamp Co. of 
St. Louis, believes the current trend 
is to higher priced items. 

"There's a greater demand by 
trading stamp savers," he savs. '"for 
items that require as high as 153 
books of stamps, such as a nation- 
ally-known automatic washer-dryer 
unit which retails for $469.95." 

Almost anything is grist for the 
stamp saver's mill today. With per- 
severance and anywhere from five to 
500 years, a housewife can give her 
family a piece of fragile Irish Bal- 
leek china, a handsome African eb- 
on\ elephant, a grand tour of Europe 
(235 books), or an airplane. In 
group savings programs, it took 16 
months of work and five million 
trading stamps, but the St. Thomas 
the \postle school, in Old Bridge. 
N. J., has a brand new 62-passenger 
school bus valued at $8,000. \ 
priest's rector) in Philadelphia was 
completely furnished by stamp books 
collected from throughout his parish. 

Summit stamps' Barnick estimates 
the grocer's gross markup to be be- 
tween 1748','. his inventory turns 
averaging 1!! per year las opposed 
to drug stores, dry goods, and oth- 
ers, whose gross markup is around 
30',. inventory turns only about 



23 juli 1961 

three times ;i year). Stamp plans." 
he says, "arc capable of transform- 
ing a $10,000-per-week grocer) Btore 
into a $1 bto-$18,000 per week op- 
eration. Some slamp eompanie- 
estimate thai \M*. since taking on 
the Plaid program, lias added 2<> to 
.'>()', to its business in some stores. 
Where will it all end? According 
to \\ illiam Park, "The onlj thing 
that could |M>ssil)l\ stop the rising 
trend of trading stamp growth would 
be some powerful anti-stamp IcLiisIa 


At present, there is no such legis- 
lation pending. \ml although most 
Stamp companies concur that none i- 
foresceahle. the anti-stamp lobby in 
\\ ashington, made up of merchants 
who do not subscribe to stamp plans. 
could introduce it at am time. In 
the past, such legislation has been 
proposed, and often, but has never 
dented the stamp business as such. 

Certainl) the giants have no inten- 
tion of calming down. Plaid believes 
it will equal or pass Soil's $300 mil- 
lion sales figure by the end of 1964. 
The Trading Stamp Institute itself is 
considering the establishment of a 
regular advertising budget of its own. 
to enhance even further the national 
consumer acceptance of stamps. And 
although Hyman Heimowitz, execu- 
ti\<- secretary of I SI \. cannot at 
present estimate the amounts in- 
volved, he says that radio/television 
undoubtedly will be used for this 
overall institutional push. ^ 


{Continued from page 36) 
himself awav hv his lack of knowl- 
edge of the "lingo" I terms of talk- 
ing — traffic time, coverage, etc.). 
And there are those who claim that 
with the thorough timebuying trainee 
programs being carried out in a 
number of the larger ad agencies, 
n&osl of the buyers have a conver- 
sant awareness of the "lingo." 

On ime point, however, the agree- 
ment is almost unanimous. The 
point: a sure sign of an amateur is 
hi- waj of talking numbers and. in 
many instances, hiding behind them 
in making a decision. He is also 
marked by his reluctance to -tick his 
neck out. to use his native intelli- 
gence and take a risk on the "pull- 
ing" power of a new and therefore 
unrated show, preferring to hide be- 
hind proof of audience. 

Many reps feel that an amateur 

can In- ticketed almost immediatel) 
l>\ hi- refusal to discuss in detail 
win a particular station-buj was 

turned down. He i- apt to -luff it 

ell merelj a- "I gol a better Inn 
and lei it go at that. 

\n amateur i- one who ha- little 

more than a nodding acquaintance 
with a rate card and gives him- 
self awa\ li\ merel) asking lor rates 
instead of probing further, search 
ing out a better package deal. Vn 

amateur, the rep- tell us. i- also on.' 
who has little understanding of a 
particular media situation in a given 
market, lor example: round about 
mid-September he is apt to request 
a prime time campaign schedule in 
a top market for October. He is un- 
aware that these programs must be 
worked out well in advance in prime 

Other signs of the amateur: 

1. lie has no appreciation of the 
station's public service, editorial 
-lands, coinmunilv responsibility, as 
related to sponsor acceptance. 

2. He assumes that all news serv- 
ices are about the same. 

3. He cares little if the station is 
loud or raucous -as long as it pro- 

duce- ii ii m I it- 1 - ih.ii appeal in tin rat 
ing books, 

I. lie assumes that all personali- 
ties are onlj D.I- and record -pin 
ners, fa< eless voi< es thai mean little 
in the communit) . 

.). I le due- nut cair in In- both- 
ered about ethnic oi religious diffi i 
ences which might afflict producl 


6. He i- willing i" Bettle foi the 
most l"i the mone) . no mattei w hat 

other considerations niav affei I the 
success oi a campaign. 

7. lie in-i-l- on using milv the 
rating sei v ice accepted b] hi- agen- 

CV . 

8. He simply take- the position, 

"this i- what I have been told to 

UIV . 

9. He takes the position thai 
-port- programs are not "efficient" 
in audience delivery, and are too 

limited in appeal. He also doc- not 

realize tin- effect weathei conditions 
may have on marketing problems. 

10. He believes that onlj the ET 
jingle or the canned commercial 
should be used to gel tin- greatest 
tonnage of audience he's afraid to 
risk live sell. ^ the adult KFMB RADIO audience! Big 
audience, attentive listenership close the sale 
for you. Pulse and Nielsen say KFMB has more 
adult listeners than any other station in the 
better part of Southern California. 



AoMamtiMni /e&iHAi&rv C3<Mp&ta&&tv 

Represented by 

• • A « C ■ 



2:5 JII.Y 1%2 





Four Star syndication 

(Continued from Sponsor Week) 

of negotiation. 

Four Star had not yet decided 
which of its titles would be released 
first for syndication. 

The backlog includes Richard Dia- 

mond, Hey Jeannie, Zane Grey, 
Black Saddle, David Niven, June 
Allyson, Plainsman, Detectives, 
Johnny Ringo, Westerner, Law and 
Mr. Jones, Peter Loves Mary, Tom 
Ewell, Willie Dante, Gertrude Berg, 
Stagecoast West, Stage Seven, Dick 
Powell, and Corruptors. 

Come next month General Mills will 
hit grocers' shelves from coast to 
coast with three new cake mix-frost- 
ing products. 

The new items are extensions of 
the Betty Crocker French Vanilla 

Campaign on behalf of the new 
additions begins on 6 August with 
network daytime tv the mainstay. 

Agency is Needham, Louis & 

Kudos: Victor Holt, Jr. executive vice 
president of Goodyear Tire & Rub- 
ber was re-elected chairman of the 

SILVER DOLLARS — 540 of them were ihe prize in KNOE, Monroe 
contest celebrating switch to 540 kc. (L-r): gen. mgr. Edd Routt, 
Don Smith, winner D. C. Smith, station owner James A. Noe 

FINISHING TOUCHES applied to posters for another year of "The 
Cadillac Hour" on KPEN, San Francisco, by Cadillac div. mgr. Elmer 
Hubacher (I), stn. gen. mgrs. James Gabber (c), Gary Gielow 

AFFILIATION between ABC Radio and WHAM, Rochester, 
brought top brass signing. Seated: network pres. Robert Pauley (I), 
stn. pres. William Rust, Jr. Standing (l-r): stn. mgr. Arthur Kelly, 
ABC v.p. William Rafael, stn. operations mgr. W. Robert McKinsey 

BELL RINGER Chet Huntley (r) accepts the annual Gold Liberty 
Bell Award from Murray Arnold (I), pres. of the Tv-Radio Ad Club of 
Philadelphia (I) and WRCV (AM & TV) gen. mgr. Raymond Welpott 



23 jun L962 

board of the Auto Industries High- 
way Safety Committee . . . Piedmont 
Natural Gas Co. was honored with 
a testimonial dinner by executives 
of WSOC-TV, Charlotte for being the 
longest continuing advertisers on 
the station. 

liam Mandel to vice president and 
assistant to the president on mar- 
keting and J. Jay Hodupp to the new- 
ly-created position of vice president- 
merchandising at Revlon . . . Hum- 
phrey Sullivan to associate public 
relations director of Lever Brothers 
. . . Norman W. Rau to cereals ad- 
vertising manager of the Ralston di- 

vision of Ralston Purina . . . John 
Ludden, Jr. to sales manager of 
American Cyanamid, pigments divi- 
sion . . . Walter H. Turner to area 
sales manager for special products 
in the southwestern division and 
Wallace L. Hughey to division super- 
visor for sales of heat-processed 
products in the southwest at Camp- 
bell Soup Company . . . Stanley I. 
Clark has retired as vice president 
of Sterling Drug and executive vice 
president of the Glenbrook Labora- 
tories division . . . Herbert S. Lauf- 
man to director of advertising and 
Jack K. Lipson to director of adver- 
tising services at Helene Curtis . . . 
Samuel W. Verner to manager, ad- 

vertising and market development 
for U.S. Steel's National Tube divi- 


The departure of Lestoil from 
Sackel-Jackson in search of a New 
York agency has resulted in a merger 
of the Boston firm with Parsons, 
Friedmann & Central. 

Among the executives following 
Sol Sackel: Ralph Schiff, executive 
v.p.; Thomas Healy, v.p. and art di- 
rector; Gerald Baker, v.p. and ac- 
count supervisor; Howard Doyle, cre- 
ative director 

Sackel will be chairman of the 



signs in the WNEW, New York, "These Names 
Moke News" drive which names stn. commen- 
tators and has news timing device which flashes 

BON VOYAGE was had by WKMH, Detroit, 
personality Robin Seymour, seen here as he de- 
parted with 46 listeners for three weeks in 
J Hawaii, bonus of Northwest Orient promotion 


QUITE A QUANDARY faces WLBW-TV, Miami, general manager Tom Welstead. The problem is which girl will be named channel 10's Miss 
Sunny. All the girls are finalists in the station's month-long search for a girl to represent it for the next year. Contest climaxes with telecast 


23 JULY 1962 

executive committee and Robert 
Friedmann will continue as presi- 
dent of the enlarged organization. 

Moss/ Graff /Associates has formed a 
new tv marketing and sales division. 

The new department will function 
as consultant to independent tv pro- 
ducers, packagers and syndicators, 
helping them with their advertising, 
sales and distribution problems. 

E. Johnny Graff, former president 
of WNTA Broadcasting, presently 

executive vice president of the agen- 
cy, will head up the new division 
which is located at 415 Lexington 
Avenue, New York. 

It would seem that the emphasis 
on electronic aids in agency work 
is very much an international affair. 

Word from Japan is that Dentsu, 
a leading agency, boasts "three new 
machines useful for research." They 

1). a Video-meter that records tv 






March, 1962 ARB 10:00 P.M. 


Omaha "A" 59,100 

Omaha "B" 52,700 

Omaha "C" 42,200 

ahe .ih/frei J/'/a/tfJtM 





. . . covering a bigger, 
better Lincoln - Land 

If you want more than a "partial'' TV job 
in Nebraska, you've got to reach Lincoln- 
Land. Miss this hip. rich TV market and 
you miss more than half the buying power 
ol the entire state. 

Lincoln-Land now ranks as the nation's 
76th largest market*, based on the num- 
ber of TV homes covered by the market's 
top station. The 205,500 homes delivered 
by Lincoln-Land's KOLN-TV KGIN-TV 
aie essential for an} advertiser whose sales 
program is directed t<> the nation's major 

Wery-Knodel can fill in other details 
on KOLN-TV/KGIN-TV— the Official 
Uasic CI!S Outlet for most «! Nebraska 
and Northern Kansas. 

* 1KB Hanking 


CHANNEL 10 • 316.000 WAITS 
1000 FT. TOWt» 

106? H. TOWER 

Avry-Knodtl, Inc., £»cfuiiv* National ftcprtirnlolivt 

rating automatically and calculation 
is "so quick that it requires only 30 
minutes as compared to the two 
weeks necessary for Nielsen's PCS." 

2). an automatic data collecting 
machine which can classify the data 
for the period of one week to each 
household only in 51 seconds. 

3). a computer which tabulates the 
tapes classified by the automatic 
data collecting machine. 

Agency appointments: The I. J. Grass 
Noodle Co. to Geyer, Morey, Ballard 
Chicago effective 1 August . . . The 
Shakespeare Co. of Kalamazoo, 
Michigan to MacManus, John & 
Adams for their recently established 
Golf division . . . Jae Sales, New 
York furniture dealer, to Metlis & 
Lebow . . . Lowell Toy Manufactur- 
ing Corp. to The G. T. Stanley Com- 
pany of New York. 

New quarters: The Kansas City office 
of Campbell-Ewald is now estab- 
lished at Suite 802, Traders National 
Bank Building, 1125 Grand Avenue. 
Phone-. Harrison 1-6898. 

Stewart, Jr. to account executive at 
Fuller & Smith & Ross . . . Richard 
G. Williams to account executive on 
the Standard of Indiana and Amer- 
ican Oil Company accounts at Mac- 
Manus, John & Adams . . . John A. 
Miller to account executive at Riedl 
and Freede . . . Carson J. Morris to 
director of marketing services for all 
media, research and marketing ac- 
tivities at Campbell-Mithun Chicago 
. . . John E. Breckshot to account 
supervisor on the Gibson Refrigera- 
tion account at Creative Group, Ap- 
pleton . . . Joyce E. Johnson to as- 
sistant radio and tv director in Chi- 
cago and Rhoda Schachne to the 
same post in New York office of 
Powell, Schoenbrod and Hall . . . 
Daphne King to the copy depart- 
ment of Norman, Craig & Kummel 
. . . Thomas J. Mack to director of 
radio and tv and Dudley Suave to as- 
sistant director of radio and tv at 
Allen & Reynolds, Omaha . . . George 
W. Bamberger to member of the 
board at Tatham-Laird. 

i Please turn to paiie .">') i 



23 july 1962 

23 JULY 1962 

Copyrlfht IM2 



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


The FCC look first steps pursuant to its network and multiple ownership 
studies, unci the Justiee Department took its first flyer into tv tor a long time. 
Justice and FCC both have many more strings in their hows. 

The FCC proposed opening up network contracts with affiliates to public inspec- 
tion, and also proposed a very minor tightening in the multiple ownership rules. Justice 
hit at MCA, giant talent agency, tv film program producer and owner of controlling interest 
in Decca Records and subsidiary 1 niversal Pictures. 

Ignoring MCA's stated plan to divest its talent representation activities, Justice asked 
the courts to order divestiture. The courts were also asked to order the spinning off of 
Decca and Universal, and to declare certain clauses in talent representation contracts illegal. 

The complaint involving MCA recalls uncomfortably the fact that Justice has 
been probing many network practices, including option time and network produc- 
tion of programs. Some features of the MCA complaint at least give ground for specula- 
tion that Justice may object in the courts at least to the latter network practice. 

The FCC has proposed widening the geographical spread between stations under 
common ownership, though if the rules are adopted they will not apply to stations already- 
owned. They would apply when new* stations are constructed, or when existing stations are 

The commission is, of course, considering radical changes in the multiple owner- 
ship rules, with suggestions ranging from severe cuts in the number of stations a single 
company can own. The current proposal shed* no light on further action along these lines, 
if any. 

The networks and others interested have until August 20 to submit arguments 

on whether network contracts with affiliates should be made public or not. The networks hav» 
bitterly opposed any such idea, as involving confidential business information. 

Hearings on various proposals to loosen or eliminate the political equal time 
requirements of Sec. 315 ended with any and all action \ery much in doubt. FCC 
testimony, delivered by chairman Newton Minow, to the effect that the situation 
would be difficult to control under the fairness doctrine — which would remain — 
wasn't calculated to help. 

The requested suspension of 315 for Senate, House and Governorship races in 
1962 only, which seemed a modest compromise as the hearings got under way, now 
would appear a major legislative triumph if accomplished. Suspension for presiden- 
tial and vice presidential candidates in 1964 seems to be a pretty sure bet. though not neces- 
sarily this year. Repeal seems so impossible that it isn't being considered any longer. 

Sen. Warren Magnuson (D., Wash.), chairman of the full Senate Commerce 
Committee, appears to have won a battle unnoted and unheralded. 

Appearing at the equal time hearings. Minow revealed that the FCC hasn't been mon- 
itoring stations for such things as equal time violations and programing practices. 

The FCC got money for monitoring, almost over Magnuson's dead body. Magnuson had 

i Please turn to page 57 I 

SPONSOR • 23 JULY 1962 


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


23 JULY 1962 

Copyright 1962 



With souped up emphasis on the cosmetic industry in Chicago — Alberto-Cul- 
ver and Helene Curtis spending multi spot tv dollars for new product introduction 
— Michigan Avenue cognoscenti are looking for a big splurge when P&G's new 
shampoo is ready to go national. 

The dandruff-treatment item, now called Head and Shoulder, is tv testing in about 
five assorted markets via Tatham-Laird Chicago. Tatham is the agency that got Mr. 
Clean off the ground after about two years of test marketing. 

Since the average test for P&G products, however, is about one year, and it was last Sep- 
tember that Head and Shoulders started, the shampoo could conceivably gear up for this 
season's spot buying. But, as yet, no rumbles from the agency. 

There's an interesting gimmick in the massive radio schedules which start to- 
day for Kellogg (Burnett) in lots of markets. 

The twist: Homer and Jethro country music commercials! There are about 25 
different spots on the transcription, to be rotated and in some markets budgets go as high 
as $45,000. (In some areas it's a multi-station affair.) 

The buy was made under the general product category "cereals," in keeping with the 
Kellogg tradition, not unlike P&G, of veiling its media strategy in an aura of secrecy. 

Radio and tv reps alike are now basking in the warmth of a weighty order from 
the second giant anti-freeze account this month. 

Doing the big bidding: Union Carbide's Prestone out of Esty. For radio the play 
amounts to multi-station buys in 150 or more markets starting September-October (de- 
pending on the market) for about eight weeks. Spot tv's take will be a good deal lighter 
because of Prestone's substantial stake in network tv but schedules are significant. 

Prestone's prime competitor Zerex (Du Pont) started stirring in tv spot a few weeks 
ago (See SPOT-SCOPE, 2 July) but has yet to make its annual rush for spot radio. 

Buyers for Prestone are Jack Fennell and Hal Simpson. 

For details of last week's spot activity, see items below. 


American Home Products is buying for a fall campaign on behalf of Woolite. The order 
is for daytime and fringe minutes and schedules will run from 17 September for 11 weeks. 
Agency is Cunningham & Walsh. 

Kayser-Roth is back on the buying line for its elastic stocking Supp-Hose. The campaign 
has a start date of 1 October and is set to continue for eight weeks. Time segments: day- 
time CO's, prime and fringe 20's. The agency is Daniel & Charles. 

United States Plywood Corp. is seeking daytime and early evening minutes to promote its 
Presto Set Glue. The campaign will run for eight weeks in flights, with the start dates 20 
August, 17 September and 22 October. The buying's being done out of Kenyon & Eckhardt. 

Standard Brands is lining up markets for Instant Chase and Sanborn with schedules to start 
3 September. It's a 12- week push and several markets are involved. Time segments: minutes, 
20's and I.D.'s. Agency: J. Walter Thompson. 



23 july 1962 


SPOT-SCOPE continued 

American Internationa] Development (lorn.. Berkeley, Calif., following a test of Bpot t\ 
in San Francisco, ia going into several western markets to promote a new electronic amuse- 
ment device for children called "Gabb) Parrott." National distribution i- planned for earl) 
1963. The agency is George P. Taylor Advertising of San Francisco. 


Kellogg starts toda\ w ith schedules in a host of markets <>n behalf of its cereals. Its a ten- 
week campaign and in some cases is a multi-station buy. The order was placed via Leo Bur- 
nett Chicago and the buyer is Ken Eddy. 

General Mills is placing radio schedules for Bert) Crocket layer cakes and frosting mixes in 
addition to the tv order reported here last week. There are several markets slated for sched- 
ules in the fourteen-week campaign which gets underway in earl) Vugust Agency: Xeedham. 
Louis & Brorln . Buyer: John Stetson. 

WASHINGTON WEEK [Continued from page 55) 

called for FCC checkups on what stations had been doing along programing lines, but when 
previous FCC chairman Frederick Ford asked for money to monitor, Magnuson 
feared such actions might lead to censorship. 

Ford got half of what he asked for the purpose, despite Magnuson's opposition. If 
Minow's testimony is taken at face value, the activity has been stopped. 

NBC Washington counsel Howard Monderer told a House subcommittee that 
censorship of tv programs by municipalities would destroy networks. 

The House D. C. subcommittee is considering bills that would outlaw in D. C. between 
the hours of 4-8 P.M. programs emphasizing sex. crime, violence. The very theory is that 
if the nation's capital takes this step, other communities will certainly follow. 

W1VIAL AM-FM-TV general manager Frederick Houwink pointed out, as did Monderer, 
that broadcasting doesn't respect state lines. He received an invitation from Rep. Joel 
Broyhill (D., Va.) — if the bill passes — to move his D. C. stations to Broyhill's 
suburban Virginia district, where the stations could cover the citv just as well without 
being subject to the censorship law. 

Monderer said if local stations had to supply their own diverse censorship laws 
to tv programs and to radio, the national and regional character of the media "would 
be destroyed . . . making unworkable any national system of broadcasting."' 

He said Congress intended that broadcasting should be regulated on a national 
basis and that the courts have held states are barred from passing censorship laws affecting 
broadcasting because of this Congressional intent. 

Broyhill. after making his offer to Houwink — and presumably to all other D. C. broad- 
casters — said he would vote against the bills. 

The bills also would set up a "classification^' system for motion pictures and live per- 
formances, and film industry witnesses attacked the measures on constitutional 

A parade of witnesses last month pleaded for passage of the bills, and another long list 
will appear for the same reason when the hearings are resumed, probably in a week or two. 
These witnesses represent churches, civic groups and women's clubs, and the women's Chris- 
tian Temperance Lnion is also slated to appear. 

The D. C. commissioners, who would have to administer any law that might 
be passed, don't want any part of the bills. 

sponsor • 23 july 1962 57 

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


23 JULY 1962 It was no novel experience for BBDO when last week the agency, after working 

copyright 1962 np the pitch, found Campbell Soup's first big splash in network tv daytime ($2.5- 

sponsor 3 million) winding up under the wing of Needham, Louis & Brorby. 

publications inc. Back in 1952 BBDO was solely responsible for selling General Electric on the idea of 

sponsoring Bing Crosby on CBS Radio (the campaign involved around $5 million), but 
when it came to assigning the agency of record the nod went to Young & Rubicam. 

Still another incident, this one dating back to 1943-44: BBDO delivered Frank Si- 
natra to sell the (short-lived) Vimm vitamin tablet, but Lever turned the pro- 
gram's production over to J. Walter Thompson. 

Word drifted up from Wall Street last week that the 20th Century Fox bankers 
had decided not to offer the presidency of the studio to CBS TV's James Aubrey. 

The Aubrey name was bandied around the financial pages when the bankers several 
weeks ago girded to displace Spyros Skouras as 20th Century boss. 

NBC TV evidently has become the farm system, or breeding ground, for CBS 
TV's galaxy of vice-presidents. 

For corroboration of this note this roster of CBS TV v.p.s, every one of whom came out 
of NBC: 


Alan Courtney V.P. Network Programs 

Joe Curl V.P. Daytime Sales 

Mike Dann V.P. Network Programs N. Y. 

Robert Lewine V.P. Network Programs Hollywood 

Roy Porteous V.P. N. Y. Tv Sales 

Carl Tillmans V.P. Eastern Sales 

NBC TV. in turn, has been recruiting them in large measure from ABC TV. 

Philadelphia agencies have a trenchant answer to a recent observation on this 
page that accounts were migrating from that city to New York. 

The riposte: things can't be that bad in light of the fact that more and more reps are 
opening offices in Philadelphia. The latest is H-R. 

The top triumverate at NBC was still jockeying around last week for a succes- 
sor to Buddy Sugg, who quit as chief of the o&o's because of poor health. 

One report had it that the spot had been turned down by Robert L. Stone, tv network 
v.p. and general manager. 

Other prospects being given the look are Lee Jahncke, Pete Kenny and Ray Welpott. 

As good as business is for the fall, there's no escaping the tv network plaint 
heard about this time each year: the competition is disposing of its leftover inven- 
tory at cutrate or special discounts. 

One network last week sold a batch of minutes on a less desirable newcomer series, 
previously listed at $30,000 per minute, for $20,000 and $26,000 a minute. 

Some accounts protect themselves against being fastened with the original price by in- 
serting a favored nations clause in their orders. 


SPONSOR • 23 JULY 1962 


[Continued jrom page 54) 


More than a dozen major manufac- 
turers will display their latest am, 
fm, tv and automation gear at the 
Georgia Assn. of Broadcasters Au- 
gust convention. 

Also on the agenda is a broadcast 
workshop — an afternoon shirt-sleeve 
session with top Washington law- 
yers, FCC engineer, sales experts and 
automation experts. 


head of his own public relations- 
publicity firm, named publicity chair- 
man for the BPA . . . Howard H. Bell 
to NAB vice president for planning 
and development and assistant to 
the president . . . Irene Runnels, 
KBOX, Dallas account executive, to 
secretary of the Assn. of Broadcast- 
ing Executives of Texas . . . Elliot 
Harris to the staff of Advertising Re- 
search Foundation . . . Burton Gintell 
to assistant to the president and 
Philip Ravitch to programing and 
systems manager for SRDS-DATA. 

TV Stations 

The top 100 national advertisers in- 
creased tv's share to 56.2% in 1961, 
compared with 53.5% for the year 

A TvB summary showed of the top 
100 of 1961, 54 increased tv's share 
of their total advertising budget, 13 
of the top 20 increased tv's share, 
while 29 of the top 50 upped their 
tv spending. 

Total measured media billings for 
the top 100 in 1961 were $1,723,150,- 
999 of which $967,972,053 was for 
network and spot tv. 

Ideas at work: 

• Travel and adventure on tv 
takes a new dimension with the col- 
or series "Global Zobel" on WFAA- 
TV, Dallas. Hosted and produced by 
Myron Zobel, the show follows Zo- 
bel's travels around the world. 

• KTVU, San Francisco brought 
the famous MGM replica of the orig- 
inal HMS Bounty to moor directly 
behind its tv studios and produced 

the first live tv show ever to emanate 
from her decks. 

• WJZ-TV, Baltimore began what 
may be a tv first on 21 July by tele- 
casting the first in a series of Box 
Lacrosse games live from an espe- 
cially built field adjacent to the sta- 
tion. Box Lacross was created spe- 
cifically for tv and 20 of a 30 game 
league schedule will be televised. 

New name: The tv and radio stations 
owned and operated by KSTP, Inc. 
are now operated under the new 
title, Hubbard Broadcasting. Involved 
are KSTP (AM & TV), Minneapolis- 
St. Paul; KOB (AM & TV), Albuquer- 
que; KGTO, Cypress Gardens. 

Kudos: WBC president Donald H. 
McGannon has been appointed to 
the Board of Trustees of the New 
York Law School . . . Joe Leidig, 
WFBM-TV, Indianapolis photogra- 
pher, has received the coveted Pres- 
ident's Medal from the National 
Press Photographers Assn. . . . Har- 
old Essex, president of Triangle 
Broadcasting Corp., has been made 
a member of the Governor's Commis- 
sion on Educational Television for 
North Carolina ... A documentary, 
World Law or World Holocaust" pro- 
duced in cooperation with the Ore- 
gon State Bar Assn. Committee on 
World Peace Through Law has won 
for KGW-TV, Portland a certificate of 
merit in the American Bar Assn. 
1961 Gavel Awards Competition . . . 
A campaign in behalf of the recruit- 
ing program of the U.S. Air Force 
won WXYZ-TV, Detroit a citation. 

Bezner to director of audience pro- 
motion for WCAU-TV, Philadelphia 
. . . Ken Quaife to sales manager at 
WOW-TV, Omaha, replacing Fred 
Ebener who resigned . . . Charles F. 
Wister to account executive at 
WCAU-TV, Philadelphia . . . Daniel 
(Pat) Carroll to account executive at 
WRPG-TV, Chattanooga ... Jim Frost 
to advertising and sales promotion 
manager at WJZ-TV, Baltimore, re- 
placing Bud Vaden who moves to 
promotion manager of WFIL-TV, 
Philadelphia . . . Adam K. Riggs to 
account executive with the National 


2:5 .in.i L962 

Sales department of the Triangle 
Stations, New York . . . Paul Wisch- 
meyer to the sales staff of KMOX- 
TV, St. Louis . . . Roger Micheln to 
general manager of KWWL-TV, Water- 
loo-Cedar Rapids . . . William Thomas 
Hamilton to vice president and gen- 
eral manager of WNDU-TV and radio, 
South Bend . . . Doug Martin to di- 
rector of programs and operations 
for WCHS-TV, Charleston, W. Va. . . . 
Herbert Victor to program-produc- 
tion manager of WMAL-TV, Washing- 
ton, D. C. 

Radio Stations 

Several plus factors of spot radio 
emerged from a special Nielsen sur- 
vey commissioned by AM Radio 

The analysis compared a Monday- 
Friday 6:40 p.m. five-minute tv news- 
cast against a spot radio schedule 
of 60 one-minute announcements in 
one of the top ten markets. (Radio 
budget was 10% less than tv.) Some 

• radio showed 33.1% more total 

• radio's 33.9% penetration topped 
tv by 17%. (Measured radio's in- 
home audience only.) 

• radio's frequency topped tv by 
17.4%, with a weekly average of 5.2 
versus 1.9 for tv. 

• audience composition analysis 
showed radio with a 91% adult audi- 
ence compared with an 80% adult 
tv audience. 

Bankers are targets of a new sales 
presentation from RAB. 

Called "Radio Makes Dollars and 
Sense for Banks," the salient feature 
of the pitch is that banks spend 
25% less on the average on advertis- 
ing than savings and loan firms and 
must thus get the medium which 
"reaches more prospects for less in- 
vestment than other major media." 

Another point: auto loans make up 
90% of all consumer loans and are 
the third most advertised banking 
service. Since radio sells from the 
dashboard in drive time, its a good 
buy for banks. 

KMOX, St. Louis is circulating some 


pretty impressive data gleaned from 
a recent Pulse survey. 

According to Pulse cumulative cir- 
culation figures for 1962, the station 
reached 77% of the available radio 
homes in the St. Louis market, sur- 
passing the penetration achieved by 
other radio stations in the largest 
cities of the nation. 

Ideas at work: 

• Sounds of Chicago will soon be 
echoing across the seven seas. Sail- 
ors aboard the Patrick Henry re- 
quested tapes of WLS programs for 
rebroadcast on the nuclear sub's 
inter-com system. 

• Plans are completed and reser- 
vations for 21 are confirmed for the 
KCMO, Kansas City Rural-Urban 
Farm Tour to Alaska, the Seattle 
World's Fair and Hawaii. Trip is the 
fourth in a series of farm tours 
planned by the station for the rural 
and small-city family or individual. 

• Many of New England's leading 
daily and weekly newspapers have 
accepted the invitation of WEEI, 
Boston to take part in a cooperative 

ecutive Officer with successful 
sales background as well as tre- 
mendous program experience in 
radio and tv is seeking a new 

This energetic, "get-things- 
done" broadcaster is currently 
general manager of adult pro- 
grammed top major market sta- 
tion. His background of "modern 
radio" to "good music" as pro- 
fessional salesman, general man- 
ager and program director gives 
him the highest qualifications 
for key job with station, group, 
rep outfit or broadcast orientated 

Top industry and personal ref- 
erences plus complete personal 
background furnished on request. 

Write or wire SPONSOR Box 316. 

editorial project called "What Others 
are Saying," broadcast Monday-Fri- 
day from 12:15-12:30 p.m. Print edi- 
torials are read on the air. 

Sports note: WERE, Cleveland has 
been awarded exclusive world-wide 
broadcast rights to the 1962 Cleve- 
land Browns football games. In- 
cluded are five exhibition games as 
well as the season of 14 home and 
away games. 

Gast to midwest sales manager at 
WOW, Omaha . . . Herb Humphries 
to news director and Dick Kelsey to 
account executive at WINZ, Miami 
. . . Jack Hale to sales manager of 
the WCPO stations, Cincinnati . . . 
William T. Cole, Jr. to local sales 
representative of WIBG, Philadel- 
phia . . . Herbert Resnick to the 
sales staff of WGR, Buffalo . . . Dick 
Schofield to vice president of KFOX, 
Long Beach and Walter Conway to 
vice president of KDIA, Oakland . . . 
Leonard R. Soglio to account execu- 
tive at WHN, New York ... Del 
Raycee to general manager of WDEE, 
New Haven-Hamden . . . Bob Stewart 
to promotion and publicity manager 
of KLZ, Denver . . . Matthew Warren 
to director of public affairs for 
WMAL radio and tv, Washington, 
D. C. and Theodore N. McDowell to 
manager of the public affairs depart- 

Kudos: WADO, New York got a 
plaque from the Fire Department for 
outstanding service, referring to its 
weekly series "The Voice of the 
Fireman" . . . Irene Runnels, KBOX, 
Dallas account executive to secre- 
tary of the Association of Broadcast- 
ing Executives of Texas ... A WGST, 
Atlanta program, "The Athens Story," 
has been selected for permanent 
storage in the Ohio University Ra- 
dio and Tv Repository and Research 
Center . . . WTOL News and public 
affairs director Joe G ill is got the 
Community Service Award of the 
Lucas County Council, American Le- 
gion, an honor extended every two 
years to a deserving Toledo-area res- 
ident . . . John F. Hurlbut, president 
of WVMC, Mt. Carmel, was appointed 

member of the board of directors 
for the local Community Center . . . 
The Denver Bar Assn. awarded its 
first annual media award to KOA 
for its program, "The Rise and Fall 
of Doctor John Galen Locke." 


MBS has set up a Los Angeles news 
bureau at KHJ headed by Alan 

The new outpost gives the network 
its second California news office, the 
first established in April at KKHI, 
San Francisco. 

Sales: Twelve NBC TV "Chet Huntley 
Reporting" programs to The Haloid 
Co., maker of Xerox (Papert, Koenig, 
Lois) . . . Participations in seven 
NBC TV 1962-63 nighttime shows to 
Mentholatum (J. Walter Thompson) 
. . . Seven new NBC TV nighttime 
shows and "Saturday Night at the 
Movies" to Chesebrough-Pond's (Nor- 
man, Craig & Kummel) . . . Participa- 
tions in NBC TV's "Laramie" and 
"International Showtime" for 1962-63 
to Pittsburgh Plate Glass (Maxon). 

Kudos: The American Bar Assn. has 
honored CBS TV with one of its 1962 
Gavel Awards for an episode in "The 
Defenders." Cited program was "The 
Iron Man," broadcast last 10 March. 

nick to vice president in charge of 
nighttime programing at ABC TV . . . 
Joseph N. Curl to vice president- 
daytime sales and Robert F. Jamie- 
son to the newly created post of 
manager of station sales at CBS TV 
. . . Alfred N. Greenberg to field man- 
ager, affiliate relations at CBS Ra- 
dio, effective August . . . John H. 
Bylan, ABC TV operations coordi- 
nator, to night program supervisor. 


Bill Creed Associates will rep a new 
network of five stations in New Eng- 

Affiliates of the new group — The 
Granite State Network of New Hamp- 
shire — are WFEA, Manchester, 
WWNH, Rochester, WLNH, Laconia, 



23 july L962 

WBNC, Conway and WMOU, Berlin. 
The Creed appointment is effec- 
tive immediately. 

A new booklet outlining the pur- 
poses and techniques of Blair's Test 
Market Plan is making the agency- 
advertiser rounds. 

TMP is a service provided spot tv 
buyers on Blair-repped stations to 
measure the effectiveness of spot tv 
for virtually any purpose. 

Rep appointments: WTAO, Boston to 
Breen & Ward for national sales . . . 
WXHR (FM), Boston to Walker-Rawalt 
for national sales . . . KWYZ (former- 
ly KQTY), Everett, Wash, to Day- 
Wellington for Seattle-Tacoma re- 
gional sales . . . The new third sta- 
tion in Rochester (channel 13) to 
Blair Tv . . . KFAC, Los Angeles to 
George P. Hollingbery. 

New quarters: Katz's new Dallas of- 
fice, as of 30 July will be at 3505 
Turtle Creek Boulevard. Phone num- 
ber is LAkeside 6-7941 . . . Metro 
Broadcast Sales has moved into its 
new national headquarters at 3 East 
54th Street, New York 22. Telephone 
number is PLaza 2-8228 and its TWX 
number, NY 1-4112. 

(Art) Astor to vice president and gen- 
eral manager of the Los Angeles 
office of Torbet, Allen & Crane, re- 
placing Frank W. Crane who resigned 
. . . Larry Fraiberg to assistant to the 
vice president and director Bud Neu- 
wirth at Metro Broadcast Sales . . . 
Raymond R. Kaelin to account ex- 
ecutive with the New York radio staff 
of Peters, Griffin, Woodward . . . Jon 
S. Ruby to account executive in ra- 
dio sales at Venard, Rintoul & Mc- 
Connell Chicago . . . Louis Hummel 
to the new post of tv sales manager- 
west in the Chicago office of Peters, 
Griffin, Woodward . . . John J. Mc- 
Mahon to the Chicago sales staff of 
ABC TV National Station Sales. 

Station Transactions 

WMBR (AM & FM), Jacksonville has 
been sold for $400,000. 

Seller Ben Strouse also owns 

WWDC, Washington, D.C. and is part 
owner of WEEB, Baltimore. 

New owner is Charles F. Smith, 
whose other broadcast property is 
WTMA, Charleston, S.C. 

Blackburn brokered the deal. 

Jack N. Berkman, president of 
WSTV, Inc., Steubenville, has ac- 
quired 40% interest in New Orleans 
Television Corp., owner-operator of 
WVUE, New Orleans. 

WSTV, Inc. will officially change 
its corporate name to Rust Craft 
Broadcasting Company, reflecting 
the association with its parent com- 
pany, Rust Craft Greeting Cards, 
Dedham, Mass. 

Currently operating under special 
temporary authorization on channel 
13, WVUE has an authorized con- 
struction permit to operate on chan- 
nel 12. 

Westinghouse Broadcasting got FCC 
approval last week to purchase from 
J. Elroy McCaw WINS, New York. 

New owner hopes to close title 
within the next few weeks. 


Seven Arts has released a bullish 
annual report which includes sales 
of $12,199,118 for fiscal 1961. 

Some highlights of the report: 
• Acquisition of additional fea- 

tures from companies including 
Twentieth Century-Fox and more 
Warners pictures. 

• Acquisition of two new series 
for tv distribution; one of 26 half- 
hours based on adult instruction in 
French and one Armchair Theatre, 
a series of 43 one-hour tv specials. 

• Signing of an agreement with 
MGM for the co-production and co- 
financing of some 20 major motion 
pictures over the next several years. 

Sales: Allied Artists Tv's "Bomba, 
the Jungle Boy" features to 10 more 
stations . . . Warner Bros, has sold 
its hour-long tv series to 10 more 
stations . . . The CBS-owned stations 
in New York, Chicago, Philadelphia 
and St. Louis have each licensed a 
new package of Showcorporation 
Million Dollar Movies . . . Seven 
Arts Boston Symphony Orchestra Tv 
Specials to WGAL-TV, Lancaster and 
WFIE-TV, Evansville, bringing total 
markets up to 19 . . . Official Film's 
"Biography" to several banks, food 
advertisers and stations, raising to- 
tal markets to 117 .. . Storer Pro- 
grams' "Divorce Court" sold in Aus- 
tralia for telecast in Sydney, Mel- 
bourne, Brisbane, Adelaide, Perth 
and Hobart. 

Public Service 

WCAU, Philadelphia is gearing up 
for its second annual extensive 

Wo never broadcast 
vour iclontitv 

^i ou are revealed onl) to serious, financiall) responsible buyers 

of broadcast properties. \\ »• do not send out li-t-. Ever) sale 

is handled on an individual basis. Most important, too you benefil 

from Blackburn's sound knowledge of markets, of actual 

-air-, and of changing values. 

jBLA.OIijjBLJjjRI^J & Company, Inc. 




jamcs W. Blackburn 
lack V. Harvey 
Joseph M. Sitrick 
Cerard F. Hurley 
RCA Building 
FEdcral 3-9270 

H. W Cassill Clifford B. Marshall 

William B. Ryan Stanley Whitaker 

Hub lackson Robert M. Baird 

333 N. Michigan Ave. |ohn C Williams 

Chicago. Illinois 1102 Healey Bldg. 

Financial 6-6460 JAckson 5-1576 


Bennett Larson 
Colin M. Selph 
Calif. Bank Bldg 
94-11 Wilshire Blvd. 
Beverly Hills. Calif. 
CRestvicw 4-2770 

sponsor • 23 .hi.y 1962 


campaign on behalf of the dairy in- 
dustry and farmers. 

The theme this year is "Dairy-Go- 
Round" to promote the increased 
use of fresh milk and dairy products. 

For a week beginning 12 August, 
the station will devote two minutes 
of each hour, 24 hours a day, to the 

Climaxing the promotion will be a 
free breakfast and/or lunch on the 
station's grounds on 15 August, to 
which the public will be invited. 

Public service in action: 

• WIIC, Pittsburgh newsmen were 
on the spot for eight full days dur- 
ing the dramatic protest strike at 
the Western Pennsylvania Correc- 
tional Institution when inmates 
climbed atop the prison's 80-ft. tower 
and refused to come down until con- 
ditions were changed in the prison. 

• WTTG-TV, Washington, D. C. 
spearheaded an extensive campaign 
with invitations to young viewers in 
the area to stage a "Carnival for 
Muscular Dystrophy" in their own 
backyards. Carnival Kits, containing 
do-it-yourself information, posters 
for neighborhood display, ideas for 
fund-raising games and facts about 
MD will be offered by the station. 

• As a result of widespread pub- 
lic interest in the discharge of a city 
efficiency expert by Winston-Salem 
City Manager John Gold, WSJS, ra- 
dio and tv broadcast and televised 
the entire proceedings of an open 
hearing conducted by the Board of 
Aldermen in regard to the matter. 

Kudos: The Connecticut Society of 
the Sons of the American Revolu- 
tion has presented a gold medal and 
citation to Travelers Broadcasting 
Service Corp. in recognition of 37 
years of programing that has in- 
spired patriotism and helped audi- 
ences to better understand Ameri- 
can institutions ... In recognition 
of outstanding public service, WWJ- 
TV, Detroit received a citation from 
the U.S. Air Force . . . KRLA, Los 
Angeles which was credited with 
contributing six times as much air 
time to the 1961 fund drive of the 
local Epilepsy Society as any other 

station in Southern California, re- 
ceived the radio award from the So- 
ciety at its annual luncheon . . . 
Metropolitan Broadcasting Tv's "Al- 
liance for Progress" program was 
selected for a special showing at 
last week's ninth annual meeting of 
the National Conference on Interna- 
tional Economic and Social Develop- 
ment held in Chicago. 

peris has been named to fill the new- 
ly-created position of public service 
coordinator at WXYZ-TV, Detroit. 


RCA registered an all-time profit and 
sales record for the first half of 1962. 

Profits after taxes rose to $24,000,- 
000 compared with $17,600,000 for 
the 1961 period, an increase of 36%. 
This was achieved on a sales record 
of $854,000,000, up 18% over the 
$722,000,000 volume for the same 
period a year ago. 

Earnings per common share to- 
taled $1.32 for the first half, com- 
pared with 97 cents for the same 
period of 1961. 

Telex Inc., electronics manufacturer 
reported record sales for the year 
ended 31 March. 

Up 45% over the $20,864,019 for 
the previous fiscal year, sales were 
$30,289,395. Net income was $10,795 
before special charges compared 
with a loss of $307,731 for the pre- 
ceding year. 

PEOPLE ON THE MOVE: Alfred Strog- 

off to executive vice president, Law- 
rence I. Marks to vice president of 
the finance division and Charles P. 
Johnson to vice president of the gov- 
ernment products division of Adler 
Electronics . . . Herbert A. Poole to 
manager, advertising and sales pro- 
motion, and Anthony D. Ricketti to 
manager, advertising and sales 
promotion-services at the RCA Serv- 
ice Company . . . Stephen A. Keller 
to president, Arnold J. Ryden to chair- 
man, M. E. Morrow to vice chairman 
at Telex, Minneapolis. ^ 

555 5TH 

(Continued from page 10 I 

the Breck people were fullv aware 
they would he reaching a minority 
audience in this instance. Like bird- 
watchers, ballet-watchers do have 
hair, at least the women. 

I was telling my wife about Mr. 
McMillin's column and the few com- 
ments I intended to send SPONSOR 
about it. She said, and I quote. 
"Well, you go write your letter to 
John McMillin and I'll go wash inv 
hair with Breck." I averred that she 
was kidding. She went into the bath- 
room to show me. Damned if she 
didn't have a bottle of the stuff. 
Wayne Kearl 
general manager 
San Antonio 

Coupe de Venise 

I sincerely hope you are not calling 
our studio Un-American, as implied 
on page 30 of the 2 July edition 
of SPONSOR ("U. S. Producer* win 
Abroad"') . 

I hasten to correct you that Robert 
Lawrence Productions is not the 
first or only American firm to win 
the Cup of Venice for over-all com- 
mercial excellence at the International 
Advertising Film Festival. 

Playhouse Pictures was the 1st 
American firm to win the Cup of 
Venice in I960 at the 7th lnt'1 Ad 
Film Festival. The award was made 
for: First Prize: Animation 15-49 
seconds: "Just the Commercial."" 
Ford Dealers of So. Calif.. JWTj 
First Prize: animation over 45 sec- 
onds: "Packaging."" Olin Mathiesoa 
Corp.. Saul Bass & D'Arcy Advertis- 
ing: and First Prize: animation, se- 
ries of three films. "Mallet. Statue 
and Medal." Kaiser Foil. Freberp 
Ltd.. and ^ oung & Rubicam. Inc. 
Also two diploma awards for: "Pea- 
nuts and Piano" and "Show Bin 

Ford Show openings, NBC TV, JWT. 
I don't suppose this will get the 
headline treatment I for a retraction] 
in SPONSOR, but weenjo\ our "Coupe 
de Venise," ver) much. And. In the 
by, Playhouse is also the onl) \mer- 
ican producer that has won three firs! 

prizes in the competition, so far. 

George W. Woolen 
director of p.r. 
Playhouse Pictures 



*ri)\s(ii; • 23 .n l."i 1 ( >o2 

Why it pays 

to advertise your station 

in a broadcast booh 



n a field where a select group 
of people really buys national 
time you look for the specialized 
broadcast book to carry your ad 

One reason is the logic of mak 
ing your impression where the 
interest is greatest. Broadcast 
books are tailormade for people 
involved with tv radio advertis- 
ing matters. 

Another is economy. Ask your 
national representative. He'll 
tell you there are only several 

thousand readers worth spending 
money to reach with your ad 
message. The books that offer 
box-car circulation figures also 
offer higher page rates and high- 
ly diffused readership. 

In a nutshell, specialized trade 
books run rings around non-spe- 
cialized books in ability to target 
a specialized audience in prac- 
tically any field. 

The broadcast advertising held, 
which has some outstanding 
books, is certainly no exception. 

a service of 

S P O N S O 


23 jlly 1962 






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 



Joseph N. Curl, new CBS TV vice presi- 
dent — daytime sales, has an extensive back- 
ground in network tv selling. He joined 
the CBS TV sales department as an account 
executive in 1957 and was named daytime 
sales manager two years later. Previously 
Curl had been with NBC TV sales for two 
years and was sales manager for WOV, 
New York for three >ears. Before that 
Curl's experience included sales representative for the Crosley Broad- 
casting Corp. He will report to Thomas H. Dawson. 

Ken Quaife has been named sales manager 
of WOW-TV, Omaha, replacing Fred 
Ebener. Quaife has been with the sister 
radio station for nearly 11 years, during 
which time he moved up through the am 
sales ranks. Just last month Quaife had 
been named assistant sales manager in 
charge of midwest sales for radio WOW . 
and had served as acting sales manager 
for several months while Bill Wiseman 
accidental injuries. 




x Snowden M. Hunt, Jr., vice presidenl of 

\ Wade \dvertising and a West Coast adver- 

tising executive for more than 20 years, has 
been appointed manager of Wades Los 
Angeles office. Hunt first joined Wade's 
Los \ngeles headquarters in 1951. He was 
made vice president in .human of L95S 
and has since supervised the Miles Cali- 
fornia. Dot Records and Maggio Carrot 
Paul MeCluer. who lias been the Los Vngeles manager 

for the past two years, will continue as executive vice president. 

Herbert S. Laufman i^ the new director of 
advertising foi Helene Curtis Industries as 
pari ol a move to facilitate administration 
of the expanding budget. For the pasl two 
years laufman has been executive vice 
president of the R. Jack Scot! agency. He's 
had extensive experience in both agencj 
work and creative t\ programing, lor 12 
years, his own firm produced and pack- 
aged t\ programs. Laufman is a member of the 

Board of Governor! 

of the VTA&S and is active on operating committees of the I A s. 


23 .it i.i 1962 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

"Radio is taking a look at the specialty magazines and is beginning to realize 
that specialization in for mats can work successfully for listeners, as well as 
readers." says Robert Richer of Robert Richer Representatives, Inc. Starting 
in broadcasting with WABC and IBC Radio, he held such varied capacities 
as writer, producer, and salesman. He later moved to Adam Young, Inc., as 
a radio account executive, concentrating on jm analysis. After additional 
advertising experience at \ I I Spot Sales and a Ziff-Davis publication, he 
established his own rep firm, specializing in fm jazz stations. 

Radio should look to specialized programing 

rB uch has been written over the past few years about 
radios amazing recovery from what has been described 
BS a near fatal ailment, but today that recovery is giving 
wa\ to another condition -growth, but a type of growth 
that owes much more to tbe magazine industry than to 
anything within broadcasting itself. 

Radio is taking a look at the specialty magazines and is 
beginning to realize that specialization in formats can 
Work successfully for listeners as well as for readers. 
Probabh the main cause of this segmentation is television's 
ability to deliver such massive audiences that the large 
numbers heretofore delhered bv even the strongest radio 
stations (or networks) pale b) comparison. 

Is a result, we are starting to see the emergence of a 
variety of new programing ideas in both the am and tbe 
fm spectrums. Km. of course, has the edge to some degree 
light now. because it has a naturally limited audience 
in a definite income area. As a result, we see a number 
ol fm programing facilities concentrated on these select 
groups through formats ranging from jazz to heaviei 
classical works. (A New York fm station recent!) pro- 
gramed a full da\ of Wagner. I \n fm station in Detroit 
Concentrates on reaching the medical profession and does 
it h\ broadcasting large amounts of highly technical medi- 
cal news, and there are several stations that broadcast 
nothing but religious programing. 

Recently, there has been a trend towards greater special- 
ization in am. too. The idea of "talk" programing, as 
pioneered b\ \\ OR in New York, is spreading to other 
Stations. There is now a station on the West Coast that 
offers news exclusively, and the number of facilities that 
program in the country and western or negro vein are 
increasing daily. 

I he advantages of -penalizing in programing can be 
demonstrated in a number of ways. Perhaps the most 
important point is that by shooting for one segment of 
the market, that segment can be researched and counted 
with a high degree of accuracy. This naturallv makes it a 

much more desirable commodity to main advertisers 

particularly to those that have limited distribution and are 
anxious to reach a special segment of the market. Let's not 
forget that there arc \ci\ few organizations that can claim 
100' i national distribution, and even those that do have 
varying market problems in particular areas, whether it 
be from competition, regional tastes or any number of 
other problems. 

\\ itb this trend towards specialization there will most 
certainly be a rise in the number of program syndicators, 
too. Immediacy, an important asset of so-called "modern" 
radio, is not nearly so important on tbe station with a 
specialized format — a discussion on say, Brahms or Bru- 
beck will sound just as good this week in \cw ^ ork as it 
will next week in New Orleans and it seems logical to pre- 
dict that s\ ndicators will soon work closeb with station nn 
firms in selling programing to an advertiser for playback 
on the rep s stations. The idea of a "'spot network" i- 
not new, but it will probably gain impetus in this era. 

W bile this discussion is primarily limited to radio it 
might be appropriate to point out that television will not 
be immune to changes. \\ VI' \-T\ in New York proved 
that specialization could be accomplished b) obtaining 
sponsorship for its excellent Play of the U <■<•/, series, and 
in Washington, I). C., a move was recentl) made to file for 
the construction of a uhf station that will program exclu- 
sively to the Negro market. These arc straws in the wind, 
but the) obviously portend greater things. 

In closing, let me point out that this most certainl) 
does not mean the demise "I stations that offer a broad 
appeal to a large market. The ret cut \\M( \ research on 
audience listening habit- showed that people listen t" 
different stations depending on their moods. It i- this 
variet) in tastes that gives assurance that both types of 
station- will prosper. It i- the reason that both / 
magazine ami Harper's arc showing circulation increas 
fhe area of specialization can live successfully a- Ion- .1- 
both continue to serve their respective markets. ^ 


23 jily 1962 


Telstar and tv advertising 

President Kennedy's call for a high level conference of 
industry and government officials to work out policies and 
directives for the future of international tv was, of course, 
inevitable after the spectacular success of Telstar. 

The problems posed by the opening up of intercontinental 
tv are staggeringly complex, and the questions of American 
foreign policy and of our image abroad are certain to receive 
major emphasis in the upcoming discussions. 

Undoubtedly there will be pressure from some quarters to 
formulate policies for satellite tv which are closely tied to 
new forms of government control. 

The fact that a number of countries with whom we shall 
soon be in direct tv communication, do not have advertiser- 
supporter tv systems, may be used as an argument for im- 
posing severe new restrictions on tv broadcasters. 

The debate is bound to be long, involved, and concerned 
with endless technicalities and complexities. 

sponsor does not pretend to know what the final policies 
should be. But we are deeply concerned about one thing. We 
fear that discussions of international tv may be dominated 
by individuals (from government and elsewhere) who are 
hostile to the entire concept of commercial television. 

We urge the high network executives who will atttend the 
conference to remember that they represent not only their 
own interests but the entire industry of advertiser-supported 

Relax— and vive la France 

\\ bile we're on the subject of Telstar there's a less serious 
but equally profound matter which deserves a second look. 

French television scored a solid coup at the expense of 
the stolid British in bouncing the first east-way telecast oil 
the satellite. It was a great engineering triumph. 

But it was much, much more. 

The French dispensed with all stuffiness on the Telstar tele- 
cast. "Relax," said their spokesman, "you're in Paris," and 
we got Yves Montand. and mhmc delightful songs. 

It was a refreshing breath of Gallic gaiet) thai put t\ in 
proper perspective. "No matter what an) Washington egghead 
ma) say, tv's greatest public benefit is plain good Inn! W 



Romance: Martha Wright, the sing- 
ing star of Broadways Sound of Mu- 
sic, appeared on a radio show with a 
tv producer who commented. "The 
public is tired of love." Miss Wright 
replied. "In that case, we're going to 
run out of public."" 

Television: In the current issue of I 
Show magazine, someone comments, 
"New York is the kind of city that 
when you tell people you're in tele- 
vision, thev ask. 'Wholesale or re- 
tail?' " 

Advertising: Musical Concepts. Inc., 
of New York Citv. specializes in in- 
creasing revenue for radio stations 
and local advertisers through con- 
ceiving and producing more effective 
commercials. Among the several 
thousand advertisers for which 
they've done this was a seafood res- 
taurant in which the jingle in the 
commercial, backed by a 32-piece 
orchestra, featured the line "We selli 
everything that swims." Leonard 
Richman. one of MCl's account ex- 
ecutives, reported to his office. "Our 
commercial was so effective that it 
increased business in the restaurant 
over SO' r — among whom were sev-l 
eral hundred local frustrated come- 
dians who. referring to the line 
about selling everything that swims, 
demanded that the waitresses bring 
them Esther Williams."" 

Health: Debbie Drake told Davd 
Garrowaj <>n Arthur Godfreys CBS 
radio show that she had advised a 
man and his wife they need more 
exercise. Meeting the man a month 
later, she asked him if the\ were 

"Well."" he said. "I bought mysej 
a set of golf clubs." 

"And what have you bought for 
your wife?" asked Miss Drake. 

"A lawn mower."" he answered. 

Education: The Romper Room s tv 
teacher asked her pupils in the stu- 
dio to draw a picture of the rocket 
or something else pertaining to (.of 
Glenn's flight. One child did a fine 
drawing of the space capsule, hut 
which showed a woman, failing to 
understand the connection, the teach- 
er quizzed the child who explained. 
"That's Kate Canaveral."" 


■2A .111.1 1961 

■ J-'-i 

one radio 

station in 

the nation's 

top ten markets 

surpasses all 

others in 

weekly penetration 


* Cumulative Pulse, 1962 

KMOX Radio is a CBS Owned station represented 
nationally by CBS Radio Spot Sales 


\ "i ' ► 


my Q(/f$r/oN$? 

Each night the 6: 30 news and weather 
with Tom Decker and Bob Mills tops 
the competition by more than 68,000 
according to Nielsen; by more than 
62,000 according to ARB* No matter 
what unit of measurement you use this 
superiority exists. 

*NSI March '62; ARB March '62 







JMW "■■■■ «■■■■■■■ ... r 





30 JULY 1962— 40c a copy / $8 a year 

— '62-'63 auto season 
promises 100 million to 
radio tv in drive for 
record year D 25 

— Many top agencies 
wouldn't be without 
media researchers — 
here's why n 30 



KPRC and KPRC-TV won three awards 
recently at the 1962 meeting of the 
Texas Associated Press Broadcasters 

KPRC was judged first in the state in 
five-minute news shows and first also 
in 15 minute news shows in cities of 
200,000 or more population. 
KPRC-TV's coverage of Hurricane Carla 
last year earned the television station 
an award in the spot news film category 
of the competition. 

KPRC-TV and its personnel garnered four awards 
at a similar meeting of the National Press 
Photographers Association. Tom Jarriel took first 
place for his Galveston coverage of Hurricane 
Carla. Chuck Pharris won a second place in the 
feature news division with his picture story 
"Photo Day at Rice University," and a third place 
in the general news category with his coverage 
of the Ashley-Lima murder verdict. In addition, 
KPRC-TV was adjudged a runner-up as The News- 
film Station of The Year. KPRC-TV was the only 
station in the nation to win 4 awards. 




our cap 

Provocative Public Affairs Programming 
Attuned To Our Adult Audience 

Privately, our creative and camera folks have a passion for public affairs. With brains 
and know-how, they battle to conquer the challenge of year-round production of shows 
as gripping and technically expert as our recent "In a Time of Evil," a depth study of 
Hitler, "Law Day, 1962," and "City Beneath Detroit," a trip through the salt mines. And 
they win . . . win consistent praise from the thinking adults who make up the big majority 
of the audience for Detroit's No. 1 station. 



urn tv 


Wjw TV 




wspd rv 

NEVt \t>Rk 












\\ 1 BG 



S I OKI K I I I EVISION SA1 ES, INC., rej resentmtives lor .ill Storer television stations 

we turned 

them away 

at Midnight 


John Wayne eating pizza . . . Bruce Cabot tugging at a chicken 
leg . . . Red Buttons gulping a hot dog. It was all part of the 
exciting scene in the William Penn Room where Red Benson, 
"the man who owns midnight" and the highest late evening 
ratings in Philadelphia, holds sway nightly. 11.05 p.m. to 
2 a.m. They came to WPEN the moment they arrived in town, 
and almost 2,000 of Red Benson's steady listeners also came 
to WPEN to break cake with them. About 800 got in, 1200 
didn't. Thousands more at home dialed 950 as they do night 
after night. Proof positive that your commercial goes a long 
way — even at midnight on 




Represented nationally by GILL PERNA INC., New York 


olt ,H L\ 1%2 




Actual performance tests like these 
demonstrate the sales response you can 
expect when your sales message is on 
KELO-LAND TV, Sioux Falls. 

Test #1. Gilmar Records offered teen- 
agers a 45 rpm top-ten-tunes record for 
#1.95. RESPONSE: 3,700 MAIL 

Test #2. Captain Eleven, live personal- 
ity favorite, offered youngsters an Astro- 
naut Chart for 35 cents. RESPONSE: 

Test #3. Weatherman Leo Hartig of- 
fered adults a "Weatherama" home 
weather station for #1. RESPONSE: 

Extraordinary sales action is yours for 
the asking in this 73,496 sq. mile Com- 
mon Market — but only if your sales 
message is on KELO-LAND TV. Your 
commercial on KELO-TV flows out 
through KDLO-TV and KPLO-TV to 
cover it all! 



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

|OE FLOYD, Pros. • Evans Nord, Executive Vice 
Prcs. Or Ccn. Mgr. • Larry Bentson, Vicc-Pres. 

Represented nationally byH-R 
In Minneapolis by Wayne Evans 


M tdronlinent 
I' a r acting Croup 
KELO-1 Wli'tv & radio Sioux 
Paid, S.D.i WLOL/am, fm 
l| lis-Sl. Pauli 
■m t- tv Madison, 
Wl«., KSO Dm Moines 

i Vol. 16, So. 30 • 30gJUCY 1962 




Detroit's '62'63 outlook 

25 Motor < ii> predicts a smashing seven million motor car sale with $70 
million going into television ami $.30 million allocated to radio campaigns 

Agency media researchers 

30 While some major agencies are still without them, many make \ital use 
of them. SPONSOR examines how eight agencies define, position them 

All in the way you read the copy 

33 Wexton advertising agency comes up with a unique commercial 
actors create four situations, although reading same cop) in all cases 

Late night tv in high gear 

35 $150 million in late night tv seen for 1962; the leading advertisers up 
spendings. first quarter '62. \udiences show least year-round change 

How are new spot paper systems working? 

36 A progress report on what's happened to the new spot paper services 
announced a year ago, what they're doing now t<> aid media Inning 

Newspaper research gets goofier 

39 Attacks on tv and radio by worried newspaper men reach far for facts; 
broadcasters ask if Minow knows his NAB speech is used to smear radio 

What tv will be like in 1970 

41 Martin L. Nierman. exec. \.p.. Edward Petr\. gives -purring evalua- 
tion of tv's future, predicts 25% rise in television homes b\ 1<>70 

NEWS! Sponsor- Week 7, Sponsor-Scope 19, Sponsor- Week Wrap-Up 52, 
Washington Week 55, Spot-Scope 56, Sponsor Hears 58, Tv and Radio 
Newsmakers 64 

DEPARTMENTS: Commercial Commentary 12. 555/5th 14. 
Timebuyer's Corner 43. Seller's Viewpoint 65. Sponsor Speaks 66. Ten- 
Second Spot- 66 

Officers: \orman R. Glenn, president and publisher; Bernard Plait, ex- 
ecutive vice president; Elaine Couper Glenn, secretary-treasurer. 

Editorial: editor, John E. McMillin; news editor, Ben Bodec; senior editor, 
Jo Ranson; Chicago manager, Gwen Smart; assistant news editor. Hey ward 
Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth S 
Frank, Jane Pollak, Wm. J. McCuttie; contributing editor, Jack Ansell, colum- 
nist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love; 
editorial research, Cathy Spenser; special projects editor. David Wisely. 

Advertising: general sales manager, Willard L. Dougherty, southern sales 
manager, Herbert M. Martin. Jr.: western sales manager, John E. Pearson; 
northeast sales manager, Edward J. Connor; production manager, Leonice K. 

Mrii- -,ih- -.i\ni -ii iil.;i\. Karen Mulhall. 

Circulation: circulation manager, Jack Rayman; John J. Kelly, Mrs. 
Lydia Martinez, Sandra Abramowitz, Mrs. Lillian Berkoj. 

Administrative: business manager, C. H. Barrie; Mrs. Syd Guttman; 
secretary to the publisher, Charles Nash; George Becker, Michael Crocco, 
Patricia L. Hergula, Mrs. Manuela Santalla; reader service, Mrs. Lenore 



© 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: 6912 Hollywood Blvd. (28), Hollywood 4-8089. Printing Of- 
fice: 3110 Elm Av.. Baltimore 11. Md Subscriptions: U. S. $8 a year. Canada $9 a year 
Other countries $11 a year. Single copies 40c Printed U.S.A. Published weekly. Second 
class postage p.nd at Baltimore. Md 


30 .ii ii 191 

Next door to Broadcast House, new home of WTIC TV-AM-FM, the luxurious, twelve-story Hotel America is 
under construction. Designed to offer visitors to Hartford the utmost in comfort and convenience, the new 
Hotel Corporation of America unit is set In one of the most dynamic and esthetic urban developments in the 
United States. Like Broadcast House, first structure completed and occupied in Constitution Plaza, the Hotel 
America contributes to the continuing growth of an already bustling market. 

Burgeoning with Hartford is WTIC Television and Radio. Latest ARB and Nielsen reports show WTIC-TVs clear 
leadership in southern New England. The superiority of WTIC Radio is delineated in the latest Alfred Politz 
Media Study of the Southern New England area. 


Hartford. Connecticut 



[SPONSOR • 30 .11 LI 1 ( H>2 


in serving 
and selling 

Since its founding in 1949. 
WGAL TV has firmly adhered to 
its philosophy of public service 
—a constant seeking for new 
and better ways to serve the 
many thousands of viewers in its 
wide coverage area. This Chan- 
nel 8 station is in first place in 
the large number of communities 
and cities it serves. For adver 
tisers. this assures outstanding 
response and sales results. 


Channel 8* Lancaster, Pa.* NBC and CBS 

Representative: The MEEKER Company. Inc. 

New York • Chicago • Los Angeles • San Francisco 

Clair McCollough, Pres. 


30 .11 L\ 1 ( K>2 

30 July 1962 

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



Alberto-Culver's goal by 1964 is $200 mil. annual 
sales,- to spend $30 million in tv in 1962-63 season 


Leonard Lavin's Alberto-Culver em- 

pire is headed for a fresh, new surge 
in multi-directions. 

The way things shaped up last 
week Lavin will be doing more than 
offering a challenge to, for instance, 

He's out to build himself a manu- 
facturing and merchandising struc- 
ture tantamount or comparable to 
American Home Products. 

It all came out at the annual pow- 
wow Alberto-Culver staged for its 300 
sales representatives here. 

The gist of the company's ambi- 
tions as relayed to the gathering by 
Lavin: in the immediate plans was a 
diversification that would take Al- 
berto-Culver into such fields as die- 
tary foods, cake mixes, floor polishes, 
cold tablets, shaving cream, tooth- 
paste, and headache remedies. 

As Lavin has it projected, Alberto- 
Culver will be able by the end of 
1964 to show gross sales figures ex- 
ceeding $200 million. 

To give you an idea of the rate of 
acceleration that the $200 million 
ambition presupposes, Alberto-Cul- 
ver sales are now moving at the rate 
of $55-60 million a year. 

Lavin has been for the past sev- 
eral years riding tv for all it's worth, 
spending as much as 60-70 r in the 
medium for every dollar netted from 
the sales of his toiletries line. 

The company's ad director, Charles 

Pratt, announced last week there 
would be a record $30 million budg- 
et for 20 network tv shows plus 
extensive tv spot — a major jump — 
for the 1962-63 advertising year. 



Sellers of spot tv will have their 
first opportunity today to fraternize 
with the managers and salesmen of 
DuPont consumer products. 

They will be there on an invita- 
tion extended through BBDO as part 
of a grand sendoff for the Zerone 
and Zerex campaigns. 

As it happened spot tv and spot 
radio are this season getting 70% of 
the two anti-freeze's budget, which, 
incidentally, involved quite a cut- 
back from print media. 

The sales wingding, held at the 
Hotel DuPont, included a presenta- 
tion on spot put on by TvB and a 
dinner to which the reps were in- 

Gillette's $85,000 a day 

Gillette will spend $85,000 a day 
for seven weeks to support its World 
Series promotion. 

Total budget is $4,150,000 and in- 
cludes network tv, local tv spots in 
major markets, and disc jockeys in 
top 100 radio cities. 

NBC's Welpott may 
succeed o&o's Sugg 

Its expected that Ravmond 
\\ . \\ elpott w ill he named this 
week as NBC o&o chief, suc- 
ceeding the retiring Buddj 

According to informed 
sources, Welpott's elevation to 

the post is expected to take 
place at an MM! hoard meet- 
ing this Fridaj (3). 

Also on the agenda, it's un- 
derstood, are vice-presidencies 
for network national sales di- 
rector Jack Otter — who has 
three v.p.'s reporting to him — 
and for Lou Hausman, new pol- 
icj executive at managerial 

\\ elpott is vice president and 
general manager of M!C- 
Philadelphia Nations. Haus- 
man joined NBC from TIO re- 
cently and Otter at NBC suc- 
ceeded Tom McFadden last 


NBC TV reports an estimated $1.4 
million in business for next season, 
written the week ending 20 July. 

Purex signed for five more "World 

of " specials, P. Lorillard 

bought into Bud Palmer, Ovaltine 
bought into First Impression, and 
Thomas Leeming went into Truth or 

Incidentally, NBC TV estimates 
that its June daytime came to $10.7 
million, only a few million below the 
record set this May. 


30 july 1962 

SPONSOR- WEEK/30 July 1962 


Mark Olds has been named gen- 
eral manager for WINS, New York, 
recently acquired by WBC, it was an- 
nounced last week by WBC president 
Donald H. McGannon. 

Olds had been program manager 
of WNEW, New York. He had been 
with WBC earlier as producer-direc- 
tor for KYW in Philadelphia in 1951, 
moving with 
the station to 
Cleveland in 
1955 as pro- 
gram man- 
'^A f] ager. He had 

V ^JK served earlier 

A^ JtfK 4. Wlth New York 
WEI \ BVi XwAi* s t a t i on s 
Mark Olds WMCA and 

WNYC, and also has been affiliated 
during his 20 years in broadcasting 
with WSAY, Rochester; KOLO, Reno, 
and KPO, San Francisco. 

Drilling to head 
Collier broadcasting 

The broadcasting division of Cro- 
well-Collier will be headed from Los 
Angeles by Josfeph C. Drilling as 
president after 13 August. 

Twenty -one 
years in 
Drilling was 
general man- 
ager of WJW- 
TV, Cleveland, 
for the past 
year, and fof 

eight years 


previous he was executive v.p. and 
general manager of KJEO-TV, Fresno. 
Earlier he was with McClatchy 
Broadcasting Company. 

A past president of the California 
Broadcasters Association, Drilling is 
a member of the board of director 
of the NAB and TIO. 

Crowell-Collier operates KFWB, 
Los Angeles; KEWB San Francisco- 
Oakland, and KDWB, Minneapolis. 

GF's trailer: 
a CBS special 

General Foods (Y&R) has 
come up with a new way of in- 
troducing to the public the five 
comedy series it will sponsor 
fully or in part on CBS TV 
next season. 

It's a full hour special, set 
for 8-9 p.m. on Monday, 24 
September, featuring perform- 
ers Lucille Ball. Jack Benny. 
Andy Griffith, Garry Moore, 
and Danny Thomas. The show, 
going by the name of Opening 
Night, will reportedly integrate 
the styles of the various come- 
dians in a new manner. 

Lucille Ball returns to CBS 
1 October at 8:30 p.m. Mon- 
days. Jack Benny returns for 
the 13th season 25 September 
Tuesdays at 9:30 p.m.. Griffith 
begins his third season 1 Oc- 
tober Mondays at 9:30 p.m.. 
Thomas is back for the sixth 
season also 1 October at 9 p.m.. 
and Moore's I've Got a Secret 
is back for the tenth time 17 
September Mondays at 8 p.m. 


John E. Pearson has been elected 
v.p. in charge of international sales 
for ITC. At the same time, Irving 
Klein has been elected president of 
Donall & Harman, ITC's house ad- 
vertising agency. Both announce- 
ments were made last week by Abe 
Mandell, executive v.p. of ITC. 

Pearson joined ITC in 1959 as sales 
manager of the Canadian division, 
later becoming general manager. He 
was named director of the interna- 
tional division last year. 

Streff to ABC Daytime 


Douglas Streff has been appointed 
assistant daytime sales manager for 
the central division of ABC TV, it 
was announced last week by Chi- 
cago network sales v.p. William C. 


Tonight is completely sold three 
months before the October premiere 
of Johnny Carson, NBC TV partici- 
pating sales director William Storke 
reported last week. 

The following are the 29 "charter" 
advertisers in the show with Carson 
for the fourth quarter: Lehn & Fink 
(GM&B and FSR), Valor Enterprises 
(Howell & Young), Tubular Textile 
(MW&S), Otto Bernz (Rumrill), Tech- 
nical Tape (Product Services), Lig- 
gett & Myers (JWT), Sheaffer Pen 
(BBDO), Block Drug (SSC&B), Adam 
Hat (MW&S), Revere Copper (Adams 
& Keyes), Baldwin Piano (Hill, Rog- 
ers, Mason & Scott), Mogen David 
Wine (Edward H. Weiss), Mirro Alum- 
inum (Cramer-Krasselt), and Gulf 
American Land (Paul Venze). 

Also, American Cyanamid (Perry- 
Brown), F&F Laboratories (Lilienfeld) 
Dominion Electric (Howard Swink), 
Philco (BBDO), Sunbeam (FC&B), 
Dodge (BBDO), Wembley (Walker 
Saussey), Trylon (Lilienfeld), Kayser- 
Roth (D&C), Masonite (Buchen), In- 
ternational Shoe (Krupnick), Arm- 
strong Cork (BBDO), Cracker Jack 
(DDB), Eureka-Williams (Earle Lud- 
gin), and 3M (MJ&A). 


Late night tv expands 

Late night is tv's most rapidly 
expanding time period and now ac- 
counts for more than 10% of nation- 
al advertising in the medium, re- 
ports TvB. 

Over $150 million is expected to ' 
go into late night national advertis- 
ing gross time billings in 1962, 
triples the figure of five years ago. 

Late night tv reached 36 million 
homes weekly in the first quarter. 

WSTV-TV names PGW 

PGW has been appointed exclu- 
sive national sales representative for 
WSTV-TV, Steubenville, effective 1 
August, it was announced last week 
by executive v.p. and general man- 
ager John L. Laux. 



30 JULY 1962 



*k v hi , 

^VillllM W?M I 

U) 0) (D CO CD © (9 © (£>©€>* 

(gr) g) CO ijO <j) (V) ^) (^) (o) (p) (£) j 

V fc) <£) (g) (£ @) £) ^ (jj) t) Q ^ 

(s) (?) (*) £) © ^ (S) ® O O 0) © 

1929: $60 

Advertising helped it happen 

. . . for the benefit of everyone in business, including 
manufacturers and distributors of portable typewriters. 
Advertising helps businessmen sell new and better pro- 
ducts to other businessmen. By broadening markets for 
both consumer and industrial products, it helps business 
bring costs and selling prices down ... to the mutual 
benefit of businessmen, their companies, their families. 

Prepared by the Advertising Federation of America and the Advertising Association of the West / Published through the courtesy of this publication. 


30 juxy 1902 

SP0NS0R-WEEK/30 July 1962 


Three new members have been 
elected to the board of directors of 
the Mutual Broadcasting System, 
Herbert P. Buetow, president of par- 
ent company Minnesota Mining and 
Manufacturing, announced last week. 
The three new members are: Ste- 
phen J. McCormick, Philip D'Antoni, 
and Donald E. 
Garretson. At 
the same time 
it was an- 
nounced that 
Robert F. Hur- 
leigh has been 
president of 
S. J. McCormick Mutual, a post 
he has held since 1959. 

McCormick is v.p. of the network's 
news and Washington operations. 
D'Antoni became general sales man- 
ager of the 
network last 
August and 
now, at 33, is 
the youngest 
to hold the 
sales vice 
there. Garret- 
son has been 

Philip D'Anton 

treasurer of Mutual since 1961 and 
general accounting manager of 3M 
since 1960. 

An executive committee has also 
been named for the network and 
John J. Verstraete, Jr., has been 
elected chairman. He is 3M's direc- 
tor of communications. The four 
executives previously named were 
elected to the executive committee, 
as were J. F. Keating, v.p. of Mutual 
oprations; Charles W. Godwin, v.p. 
(Continued on page 50, col. 1) 

Metrecal (K&E) into ABC TV 

Edward Dalton division of Mead 
Johnson (K&E) has signed for a 
heavy schedule on ABC TV this fall 
on behalf of Metrecal and Nutri- 


Premium price seen 
on Telstar sports 

I be formal inauguration of 
Telstar service last week had 
admen debating its importance 
to the trade in the long-range 

Although regular service was 
not expected for a few years, 
admen were already asking 
how Telstar would affect U. S. 
tv revenues. 

Apart from Telstar's ability 
to cover hard news, one impor- 
tant usage foreseen was bring- 
ing sports events from one cor- 
ner of the world to another. 

Golf, racing, field and track, 
and Olympic competitions have 
a world-wide audience — even 
though American sports such as 
football are little known else- 
where and baseball is limited 
abroad to certain Latin and 
Asian countries. 

Crystal-ball gazers in the 
trade were of the opinion that 
U. S. advertisers would pay pre- 
mium prices for Telstar's fu- 
ture sports coverage, trans- 
mitted live but probably de- 
layed via tape to cash in on 
prime time audiences. 



Chun King last week announced 
the appointment of Campbell- 
Mithun to handle its canned food 
line, worth $1 million annually. 

Chun King's agency had been 
McCann-Marschalk. Its Northland 
Foods division advertising is being 
handled by MJ&A. 

Leslie to KGO as sales mgr. 
San Francisco: 

Kenneth Leslie will join KGO, San 
Francisco, as general sales manager 
on 6 August, it was announced last 
week by general manager Elmer 0. 


Alfred Scalpone has been named 
executive vice-president of C. J. La- 
Roche in charge of the West Coast 

Scalpone's most recent assign- 
ment was as 
v.p. in charge 
of CBS TV pro- 
grams in Hol- 
lywood. He 
was with Mc- 
quite a while 
as v.p. in 
charge of ra- Alfred Scalpone 
dio and tv, and during that period 
did a lot of pioneering in connec- 
tion with commercial tv in Latin 

Otter follows McFadden 
as NBC TV sales director 

John M. Otter has been appointed 
director, national sales, NBC TV net- 
work sales v.p. Don Durgin, who also 
announced that Sam K. Maxwell 
would replace Otter as director, spe- 
cial program sales. 
Otter replaced Thomas B. Mc- 
Fadden, who 
^J^ left NBC to 

join TWA. He 
joined the 
special pro- 
y ^ gram sales 

-^^^F staff of NBC 

^|j in 1959 and 

A before that 

John M. Otter was associate 

producer of Today for three years. 

Collins at IBA 

Pocatello, Idaho: 

NAB president LeRoy Collins told 
the Idaho Broadcasters Association 
meeting here last week that a major 
function of the NAB was the self- 
protection and self-improvement of 
the industry. 

More SPONSOR-WEEK continued on page 50 

The Voice of the Land 

It's a big land ... a proud land . . . that sweeps from sea to 
,sea. Only a strong voice can fill it . . . reach it . . . move it to 
its very heart. 

Listen to this voice. It talks to motorists as they crowd 
the busy roads. It gives a warning to farmers that frost is 
ahead. It sings a sweet song to lovers. It carries the news 
to businessmen. It wakes millions every morning and sends 
them off to work . . . informed . . . entertained . . . often in- 
spired. For this is a practical voice, a spiritual voice, the very 
voice of America. It is the voice of AM Radio. 

RCA has played an essential part in the steady progress 

of AM. You will find the RCA nameplate proudK affixed to 
transmitters whose owners never toy with quality . . . never 
compromise with dependability. You will find the RCA name- 
plate your highest assurance of superior performance no 
matter what your broadcast requirements may be. Why not 
call in your RCA Broadcast Representative today. He speaks 
your language. 

The Most Trusted Name in Radio 

50 KW Ampliphase 

5/10 KW Type BTA-5U/10U 

5 KW Type BT/ 

250 50C 7C00 W Type BTA-1R1 




r u 







AND . . . more advertisers are in- 
vesting more dollars on WSUN 
radio than at any time in our 
35 -year history! 

5KW 620 KC 


Broadcasting 24 hours daily! 

National Representatives: 

Southeastern Representative JAMES S AYERS. Inc. 

by John E. McMillin 


Memo on shirt-sleeve selling 

Seeing Guy Lombardo the other day on 
WCBS-TV's American Musical Theatre brought 
back memories of an experience which the young- 
sters in our business never knew, and have never 
fully understood. Lombardo was reminiscing 
about his first engagement at the Hotel Roosevelt 
in the late summer of 1929. "We had six weeks 
of great, big, wonderful, glamorous white-tie-and- 
tails New York," said Guy. "And then wham! the stock market 
crashed, and everything turned to black ties." 

I was particularly touched by this because I too hit New York 
for the first time in the summer of 1929, as a cub-copywriter in the 
great, big, wonderful, glamorous ad agency business. 

I too, knew briefly the glitter, the excitement, the careless opu- 
lence of those fabulous white-tie days. 

And I too, lived through the almost unbelievably violent changes 
which the Great Depression brought. 

They were not merely changes in style (white ties to black) or 
wealth (riches to rags) or politics (Rep. to Dem.). 

They were much more profound. They were changes in attitudes, 
in approaches, in business practices and theory. And nowhere were 
these more luridly apparent than in the mercurial ad business. 

Take radio, for instance. Few historians seem to understand that 
radio was really a depression-born medium, that its spectacular 
growth in the 30s came not because it developed such stars as 
Benny, Hope and Allen, but because it provided a brand new means 
of down-to-earth selling which the roaring 20s had neglected. 

White tie copy for P&G 

Before the Depression, Procter and Gamble, for example, was a 
print-oriented company. And the choicest copy assignment among 
all P&G chores was the much admired Ivory Bath Campaign, a series 
of 4-color full page ads in the Saturday Evening Post. 

I was a very proud young copywriter when, in 1930 I was asked 
to write this campaign. Looking back now on some of those ancient 
Ivory ads, I shudder, as any man does at his brash adolescence. 

They were bright, they were cute, they were flossily written. They 
were "sophisticated"' in the sense that young people use that dread- 
ful word. They snickered at solemn research. 1 remember one head- 

Did the) sell Ivor) Soap? I doubt it. But they were fun to write 
and your friends all said, "What wonderful ads." 

It wasn't long, however, before the darkness began to deepen, 

the shadows began to fall, not only in Wall Street, but all across 

(Please turn to page 45) 



30 july 1962 

News leadership is always the mark of a great station. Note, then, that month after 
month, more Detroiters watch and hear Dick Westerkamp than any other newscaster. 
A mature reporter, university instructor, painter and family man, Westerkamp is 
another important figure in the great WWJ News operation-the only local service 
that includes: 

• 13-Man Broadcast News Staff— Michigan's Largest 

• Newsgathering Resources of The Detroit News 

• NBC Correspondents in 75 Countries 

WWJ news WWJ-TV 


Owned and Operated by The Detroit News 
SPONSOR • 30 JULY 1962 

National Representatives: Peters, Griffin. Woodward, Inc. 


Fm interest up 

Congratulations on the \ery line 
article "Admen Now Talk Fm Dol- 
lars, Not Just Blue Sk\" in your 
issue of 9 July. 

Factual, informative, constructive 
articles such as this arc a tremendous 
help to those of us who know the 
worth of fm. It authenticates what 
we have been telling admen for years. 
Please send us 100 reprints of the 
article and hill us. 

C. W. Gwyn 
general manager 

You are to be congratulated on 
the fine article on fm. It is the most 

S j 




comprehensive article on the subject 
that any trade publication has come 
up with in many months. 

I only regret that we did not get a 
copy of our recent listener survey to 
you in time to have some of its facts 
included in the story. 

I he questionnaire, a copy of which 
is enclosed, was sent to nearly 1,000 
known listeners. Over 70% were re- 
turned. We believe this proves that 
\\ HFS has a loyal audience that is 
really interested in the station and its 

Although WHFS is licensed to 
Bethesda, Maryland, it serves the en- 
tire Washington, D. C, metropolitan 
area. WHFS was the first station in 
this area to do stereo and is still the 
only station devoting its entire broad- 
cast schedule to fm stereocasting. 
WHFS presently operates from 4:30 
p.m. to midnight Monday through 
Friday anil from noon to midnight 
on Saturday and Sunday. 

Marlin R. Taylor 

program <£• promotion dir. 


Bethesda, Md. 

In the 9 July issue of sponsor, an 
article appeared entitled "At Last. 
Ad Men Talk Real FM Dollars, Not 
Just Blue Sky'' (p. 32). A very 
heartening and encouraging article 
indeed. Our agency has dealt slight- 
lv with our own local fm station, 

One of the publications you men- 
tioned in your article was FM Guide. 
I would like to know how I could 
obtain the mailing address of F\l 
Guide, or if you could supply me 
with that information. I would like 
to take a look at this publication. 

Also, congratulations on your edi- 
torial in the previous weeks issue 
about that terrible tv farce "Noah & 
the Food." I couldn't have described 
that awful piece of dribble more apt- 
l\ myself. Stravinsky's one and onl\ 

source should have been the Bible, 
and the Catholic emphasis could've 
been avoided. 

Jac Kennedy 

\\ e applaud sponsor magazine for 
the fine article on fm radio appear- 
ing in the 9 July issue ("Admen Now 
Talk Fm Dollars. Not Just Blue Sky") . 
Robert B. Sayers 
commercial manager 
Kansas City, Mo. 

A sporting reply 

\1\ attention was called to the item 
you carried in \ our July 2 issue on 
the Nielsen ratings for sports events. 
1 realize that the information you 
gave, rather the information that Niel- 
sen gave, covers those sports events 
of one dav but I don't think the head- 
line of "The Rose Bowl is still the 
hottest sports event in tv" is accurate. 
It might have the greatest average 
audience of those events listed but 
what about the All-Star Baseball 
Game? What about the first game of 
the World Series or the audience of 
a Saturday or Sundays \\ orld Series 

C. C. Johnson Spink 
The Sporting News 
St. Louis 

► Mr. Spink has a valid point. Inadvertently 
omitted from the chart on the top 10 rated 
sports events this season was a note stating 
that not included was the World Series and 
that the list was limited to single, one-time 
sports events. 

Notable exception 

Without question. \our 40- Year Ra- 
dio Album was a handsome and ex- 
perth produced piece of work. 1 am 
sure it made a tremendous impres- 
sion throughout the industry. And. 
more important, it is certain to grow 
in value during the years ahead. 

NormalK. I take a skeptical view 
toward special issues and the like be- 
cause so often they are little more 
than a de\ ice to shake loose a few 
extra advertising dollars. But youi 
Album turned out to be a notable ex- 
ception to this rule. 

Cla\ ton Kaufman 

dir. sales promotion research 

II ceo 


► Copies of SPONSOR'S 40-Year Pioneer Radio 
Album are availab'e: $1 for soft-cover and $5 
for hard-cover editions. 




Specializing in the sale and services of 
American television programing in all 
European countries. 

For Professional, Personal and Profitable Contacts With 
All West European Television Management, Write To: 
Arthur Breider • Corso Europa 22 • Milan, Italy 

PONSOR • 30 jut.Y 1962 L5 


Know every campaign in the 
market... and make calls on 
accounts and agencies long 
before the buys are made. 


Know the programming of 
every station in the market 
and explain the "on the air" 
techniques of your station 
...and the responsiveness 
of your audience. 


Know the rating position of 
every station in the market 
and develop research data 
that produces billing. 


Know the coverage pattern 
of every station in the mar- 
ket... and the results of ac- 
ceptable coverage studies. 


Call on account sales man- 
agers and agency research 
directors to get your market 
added to the list. 


Make the calls day after 
day, and get the business. 

The door is always open... 

bob dore 



11 WEST 42nd STREET 

NEW YORK 36, N. Y. 


Commercial commentary (Com. jrom p. 12) 

America, even in the Ohio Valley, even in Cincinnati. 

And as the gloom descended, there came a revulsion against all 
such white-tie-and-tails copywriting. 

In the P&G ad department, a tough-minded young guy in his late 
twenties named Neil McElroy was hammering out a new, rock-solid 
approach to advertising management, the "hrand man concept," one 
of the most important contributions ever made to modern marketing. 

Advertising at P&G became cost-conscious, result-conscious, re- 
search-conscious. The emphasis was — more sales for less money. 

In such a climate, it was only natural to turn to the new medium 
of radio. Yet even here, some white-tie thinking persisted. 

P&G's first major radio venture was a long-forgotten, million- 
dollar flop called The Gibson Family, an original and continuing 
musical comedy, with new songs each week by Arthur Schwarz and 
Howard Dietz, packaged under the direction of Marion Harper, Sr. 

The failure of The Gibson Family almost spelled disaster for the 
Compton agency. The fact that it didn't was due, I believe, to the 
ability of some of us to throw away our white ties, shed our formal 
coats, and learn the shirt sleeve business of radio selling. 

Out in Chicago, a couple of grass roots characters named Glenn 
Sample and Hill Blackett were gleefully proving to P&G with Ma 
Perkins, that good advertising doesn't have to be "sophisticated." 

We learned this because we had to — in self-preservation. 

Beating the pants off visual selling 

As one who was young enough to go through the painful learning 
process (many older print copywriters couldn't) I've never forgotten 
some of the startling revelations it brought me. 

The first was: good radio copy demanded a better writer than 
print. You could get away with murder in a newspaper or magazine 
ad. But radio showed up the phony, the false, the confused, the bad- 
ly organized, the pretantious, and the windy with pitiless intensity. 

The second: radio required a brand new advertising language. 
The formal, literary-type prose of print copy wouldn't do on the air. 
And we spent hours at Compton, working with such announcers as 
Mel Allen and Ralph Edwards( those were the old days!) learning 
how to write the natural phrases and rythms of speech. 

But by far our most staggering discovery was this: really expert 
radio copy can outsell print practically any day of the week for prac- 
tically any product or any purpose. 

We proved this over and over again in all sorts of advertising 
situations and for dozens of items (including complicated contests 
and elaborate premium offers) which our advertising elders had 
sworn needed a "visual presentation." 

And we did it for less cost, and at less salary, too! 

That's one reason why I get impatient with some of the white '-tie 
boys of modern advertising. 1 talked the other day with a top New 
York station rep who. a year or so ago, made a radio presentation in 
Cincinnati. When he was finished he was told by some young P&G 
executives, "Yes but all products are visual." 

Says who, junior? You'd forget that nonsense awful fast if you 
were ever confronted (as your top brass once was) with the need for 
shirtsleeve selling in really tough times. 

Youth is youth — until it has to grow up! ^ 



30 july 1962 

It's coming 
September 10! 

Keep your eye on SPONSOR! 

WHO Radio 
makes $ 3,000 sale in Alaska ! 

The other day our Jim Zabel received a check for 
$3,000 from Ketchikan, Alaska. The accompanying 
letter said "I like your broadcasts for Des Moines 
Savings & Loan so much that I'd like to deposit the 
enclosed $3,000 with them." The check cleared, and 
D.M.S.&L. now has a customer some 2,500 air miles 
to the Northwest! 

No, this sort of thing doesn't happen every day 
— but we do get a steady trickle of enthusiastic 

listener-letters from almost every state in the 
Union. For instance, a letter from Tucson, Arizona 
(some 1,450 miles from Des Moines) says "WHO is 
the best danged radio station in the continental 
United States. I listen every night. Reception excep- 
tionally clear." 

You get the moral. WHO broadcasts for (and 
easily reaches) the majority of people in "Iowa 
Plus." But the "Plus" is often rather surprising to 
our advertisers . . . and sometimes even to us! 


for Iowa PLUS ! 

Des Moines . . . 50,000 Watts 

NBC Affiliate 

WHO Radio is part of Central Broadcasting Company, which also owns 
and operates WHO-TV, Des Moines; WOC and WOC-TV, Davenport 


Peters, Griffin, Woodward, Inc., Refiresenlalites 

SPONSOR • 30 .11 l.Y 1962 

Interpretation and commentary 

on most significant tv/ radio 

and marketing news of the week 


30 JULY 1962 

Copyright 196: 



The insurance field has certainly gone hogwild in its consumption of tv this 

There'll be at least 10 of them on network schedules during the fourth 1%2 quarter. 
The heavy surge may be attribued to the fact that such companies as Prudential. 
AHState, Kemper and State Farm have been doing mighty well through the medium. 
Here's how the insurance gentry stack up for the fall: 



Etna Casualty CBS TV 


Kemper NBC TV 

Evening News 

Uberty Mutual ABC TV 


Institute of Life Insurance NBC TV 


AllState CBS TV 

The Defenders 

State Farm CBS TV 

Jack Benny 

Insurance Co. of North Amer. ABC TV. 



Feature film participations 

Nationwide ABC TV 

Howard K. Smith 

Metropolitan CBS TV 


Prudential CBS TV 

Twentieth Century 

*Is also buying spot tv schedules in 50 markets 

P.S. : Lumberman is expected also among 

the starters. 

J. Walter Thompson appears to be the latent agency to go all out in using rat- 
ing points as a yardstick for its spot tv buys. 

What's meant here is that the agency sets the number of rating points per week as 
the norm and matches the number of spots per week to the requisite total points. 

This formula is at the moment being applied to such spot tv acounts as Chase & San- 
born (instant coffee), Brillo (Patty Pads) and R. T. French (Proper Kitchen Sauce). 

The rating points device must have been imported by New York JWT from Chicago. 
It's been a favorite formula among Chicago agencies for years. 

Incidentally, JWT has indicated to reps that the source for its rating points is 
now \S1. even though it started out to use both NSI and ARB for this purpose. 

The figure "6** has suddenly become a magic one among agency media plan- 
ners when it comes to spot tv this summer. 

Quite a number of the new schedules have a six-week tag on them. 

To note a few: Eastman Chemical's Kodel fibre (DCS&Sl : Chesebrough-Pond's Cu- 
tex (DCS&S) ; Simoniz's Master Wax and Vista Kitchen Floor Cleanser i DFS i : P&G"s 
Duz (Grey). 

The odds are strong that late buyers of spot tv for the fall are going to run 
into tight schedules among many of the stations in the top markets. 

The pointers in that direction: (1) the flow of new business via reps so far this month 
assure the biggest July for the medium in at least 4-5 years; (2) quite a number of ad- 
vertisers are taking on August and first September week starting dates to guarantee 
themselves choice spots for their fall campaigns. 

In a way it's a windfall for the stations. It helps fill out that normal August valley. 

• 30 jtTLT 1962 


SPONSOR-SCOPE continued 

Y&R last week took a broad step toward solving the problem of maintaining a 
closer relationship between tv and radio stations and its media department. 

The agency set up a field service unit and to give it status and prestige an associate 
media director, Thomas Lynch, was put in charge. 

The unit will do more than represent the agency in all local markets and deal in all 
phases of local media. It will serve as a bridge on promotion and merchandising be- 
tween the stations and local client interests. An example: Chrysler dealers. 

Ray Jones, whose function it has been to cover Y&R on spot availabilities becomes part 
of the field service unit. 

The prime purpose for setting up the unit was to give the agency a traveling 
group — it's starting off with 10-12 men — that could communicate with stations on pro- 
graming and local personalities as well as spot situations and relay back to the me- 
dia department the latest marketing information in organized and coordinated 

Reps need have no concern over this development. Their servicing process will continue 
as it has been traditionally. The field unit basically is to make sure that Y&R doesn't miss 
any good bets on all fronts relating to tv and radio spot. 

ABC Radio has put a price of $226,300 for half of the Patterson-Liston fisti- 
cuffs scheduled for 25 September. 

The network's presentation on the broadcast estimates that there'll be an audience of 
around 60 million. Guaranteed per half hour of the main event are six commer- 

Also on the block are pre and post-fight broadcasts, each 10 minutes for network cus- 
tomers. Asked for each of these is $60,000. 


Dow Chemical is market testing a new wrap manufactured especially for the 
packaging of lettuce, via Chirurg & Cairns. 

The initial markets and stations: WBTV, Charlotte, and WANE-TV, Fort Wayne. 

Locally taped commercials are being used. 

Pointing up the new way of life for advertisers in these days of network tv spot 
carriers is this bit of curiosa: there'll be three shavers on NBC TV's Saturday Night 
at the Movies this fall. 

The threesome: Schick, Remington and INorelco. The last one is making it alternate 

weeks, so thai it will be absent on those weeks when both competitors are making their pitches. 

Look for DeLuxe Reading, which will spend well over $2 million in tv the com- 
ing season, to shake up the toy industry's marketing methods in no small way. 

What Reading is doing is passing over the middleman and selling directly through 
the supermarket chains. 

Some agency marketers don't expect the toymaking giants to sit idly by if the chains 
should succeed in gouging out a hefty share of the toy business. 

NBC TV has scored a sellout of the Merv Griffin variety hour, this almost 70 
days before the series debuts in its afternoon slot. 

Because of the sellout, the charter price of $2,900 per minute for the first half- 
hour and $3,900 for the second half-hour has been superceded by a new package rate, 
namely, $3,500 for the initial half -hour and $4,500 for the subsequent 30 minutes. 

If you're wondering about the difference in sectional prices, it merely reflects the dif- 
ference in station lineups. A lot of affiliates have their luncheon movies still on tape 
during that first half -hour (2-2:30). 

20 sponsor • 30 july 1962 













Not started 


Not started 


Not started 

«* SPONSOR-SCOPE continued 

You can get a quick measure of lion the midevening feature pictures have 
faired on the networks this season from the following chart based on Nielsen data: 


AA for originals 

Avg. homes for originals 

Avg. CPM for originals 

AA for reruns 

Avg. Homes for reruns 

Avg. CPM for reruns 

Source: NTI October 61-June 1962, with all but CPM figures disclosed by NBC TV. 

The Toni and Papermate divisions of the Gillette Co. aren't making it easy 
for CBS TV affiliates to take seriously that recent pronunciamento by the Four 
A't. broadcast committee about the maintenance of the 15-minute margin for 
product protection. 

What brought on a sardonic "huh!" in connection with the protection issue was a 
notice they got from the network listing what categories were to be "protected" in con- 
nection with the two divisions' alternate week sponsorship of I've Got a Secret. 

There were 12 types of products on that interdict: home permanents, hair sprays, 
curlers, shampoos, rinses, hair coloring, cleansing and conditioning creams and 
oils, lotions for hand or face, pens, pencils, inks and writing lead. 

The affiliates are now waiting to see how many verbotens are listed by General Foods, 
which has the other week of Secret. Their conjecture: between 20 and 25. 

Corning Glass (BBDO) will have to be content with seeing its sponsorship of 
the opening of the Lincoln Center (N.Y.) this fall in plain black and white. 

After prodding from the agency, CBS TV had a crew of engineers look into the feasi- 
bility of using color for the event. Among the things they Hid was to confer with the Center 
authorities and it seems thai ibe latter weren't so enthusiastic about subjecting the 
auditorium's audience to the added light and heat that color would require. 

For a curious sidelight on how tv network sales are being fragmented these 
days take the case of NBC TV's Sing Along. 

Come the fall it will have seven different sponsors, with their market lineups ranging 
from a top of 174 to a low of 2 markets sponsored by the Kroger grocery chain. 

The accounts, the number of markets and their segmentary participation: 


R. J. Reynolds alternate half-hour 174 

Buick alternate half -hour 174 

Colgate* alternate half-hour 117 

Ballantine alternate half-hour 29 

Falstaff alternate half -hour 104 

Hamm's alternate half-hour 18 

Kroger alternate hour 2 
*Gets a minute commercial in the Ballantine markets. 

CBS TV has put the finishing touches to the package covering the fall elections. 

The over-all price to a single sponsor is §800,000, but it can be bought in quarter 
lots at 8200,000 per slice. 

For this money the buyer also participates in four programs other than election 
night. Two of the four will be spotted before the elections, one on the eve of the elec- 
tions and the fourth will serve as a interpretive wrap-up the day after the returns. 

sponsor • 30 july 1962 21 


SPONSOR-SCOPE continued 

NBC TV is taking its turn at putting the competition on the hot seat with affili- 

ABC TV gave the other two networks a hard time last year when it announced an elon- 
gation of the chainhreak from 30 to 40 seconds so affiliates would have more desirable 
units to offer users of prime time spot. CBS TV and NBC TV had no choice but to do likewise. 

Now NBC TV is applying a similar unguent to daytime. Effective in the fall, NBC 
TV will eliminate all middlebreaks in half-hour daytime programs, which will give 
affiliates 70 seconds at either end of the program, 10 seconds for identification and 
the remaining minute for sale by the staticn. 

The gesture works two ways: it makes available to affiliates scores of minutes — the unit 
currently most fashionable for daytime spots — and at the same time enhances the clear- 
ance situation for the network. A safe bet: similar action by ABC TV and CBS TV. 

When NBC TV's new system of selling daytime quarter-hours at package (time 
and talent) rates goes into effect 1 January, the price tags for the various series 
will be as diverse as the figures in a super drug chainstore. 

The gross rate per quarter-hour under the revised structure according to show: 



Say When 

$10,000 .« 7,998 

Play Your Hunch 

13,200 10,560 

Price Is Right 

17,400 13,920 


19,200 15,360 
13,200 10,500 

Your First Impression 

Truth or Consequences 

13,800 11,040 

Loretta Young 

16,500 13,200 

Young Dr. Malone 

15,000 12,000 

Make Room for Daddy 

13,200 10,560 

Here's Hollywood 

10,800 8.640 

'Applies between 9 June 

and 7 

September 1963. 

Note: The new structure 

will eliminate all calculation of various discounts, extra charges. 

bonuses, station increases and whatnot. 

Rateholders are out and advertisers are free to take 

hiatuses without penalty. 

The Station Representatives Association is probing into the problem of the 
piggyback announcement in what might be described an exhaustive fashion. 

As a first step to evolving some sort of answer to the burgeoning use of the piggyback, 
the association has addressed to tv stations: (1) a letter setting forth its view of the 
problems raised by the commercial device; (2) a questionnaire eliciting the broad- 
casters' views and reactions to the way advertisers used piggybacks. 

The questionnaire, among other facets, raises these questions: 

• Does the present NAB code position on piggyback commercials strike the sta- 
tions as (a) fair enough, (b) too lenient, (c) too restrictive? 

• If "too lenient," does the station think it within the province of the code to specify 
(1) no more than two products in commercials of 60 seconds or less, (2i no shared 
announcement is acceptable unless it is integrated, i.e.. unless audio-video treatment pro- 
duces the appearance of one continuous announcement. 

• Does the station feel that it should accept shared announcements on the network when 
they do not conform to the NAB code and /or the station's policy governing such 
announcements on a local or national basis? 

For other news coverage in thi» issue: see Sponsor- Week, page 7; Sponsor 
Week Wrap-Up, page 50; Washington Week, page 55; sponsor Hears, page 58; Tv and 
Radio Newsmakers, page 64; and Spot Scope, page 56. 

22 sponsor • 30 july 1962 


9 billion dollars to build a better one. 

We're living in a needing, buying, growing America— a 
time for new and improved products and services — the 
creation of new jobs. More than ever, a businessman with 
an idea, with the urge for something better will move ahead 
with our expanding economy. 

But after the idea, what follows can be a costly period 
of research and development. Not necessarily — if you use 
the immense 9-billion-dollar fund of research and patent 
information that's available at your U.S. Department of 
Commerce. Think of the saving — in time and money. 

For example: there are reports on extensive research by 
your Government in new products and processes. A trans- 

lation of data on inventions and discoveries abroad — infor- 
mation on over 3 million patents — a fortune in patents 
owned by your Government. All this is yours — for your use 
and your benefit. 

Take advantage of the many ways in which your business 
can grow. In developing new products and services. In the 
lucrative foreign markets. In new U.S. markets. In attract- 
ing new industry to your local community. Just phone or 
write the U.S. Department of Commerce Office of Field 
Services in your city, or Washington 25, D.C. Your *j£^_ 
U.S. Department of Commerce is always ready to^ j^f " 
help you grow with America! "^^^ 



30 jriA 1 ( )(»2 


The make-up of Florence 

She's a composite of old Southern 
charm and vital Southern energy. She's 
industrially and agriculturally rich. She 
symbolizes a beautifully compacted area, the 
nation's fourth largest single-station market. 


Florence, South Carolina 

Channel A • Maximum power • Maximum valuA 
Represented nationally by Young Television Corp. 

A Jefferson Standard station 

affiliated with 
WBT and WBTV, Charlotte 


30 JULY 1962 

Seven million motor car sales predicted 
$70 million will go into television campaigns 
$30 million will be allocated to radio 


30 july 1962 

Uetroit. the motor city, will unbutton its advertising budget in video 
for the 1962-'63 stretch to the purring tune of more than $70 million. 
It is considered a record sum of tv dollars that car makers will pour 
into the tv medium to help introduce their '63 surprises. Radio, it is 
estimated, should receive approximately $30 million to promote the 
new styles in motor cars, making a juicy total of S100 million in air 
media. Chevrolet, biggest of the lot. will spend about $2 \ million, all 
told, in video, with NBC TV getting some SIC) million: ABC TV, 
slightly over $7 million and CBS TV. about S6.5 million. 


Top agency brains work out tv and radio's big auto schedules 

TOP AGENCY EXECS plan '63 auto schedules. (Upper left) Campbell-Ewald execs for Chevrolet: (I to r) H. G. Little, bd. chmn., Ken- 
singer Jones, creative vice president, Woody Klose, broadcast v. p., Colin Campbell, exec. v. p., Carl Georgi, media v. p.; (upper right) 
Kenyon & Eclchardt execs on Lincoln-Mercury (I to r): James S. Beale, v. p., radio tv dir., Gerry Martin, v. p., account management. (Below 
left) Pontiac account group at MacManus John & Adams (I to r): James E. McGuire, art dir., George G. Walthius, a. e., Colin H. John, 
v.p., and a. s., (below right) Plymouth and Valiant planners at N. W. Ayer, Detroit (I to r): Charles D. Macltey dir.; Richard T. O'Reilly, v. p., 
Detroit manager; L. T. Hagopan, v.p. and Plymouth-Valiant a. s.. and John P Finneran, Plymouth a. s. 

Ford is next in line with some $15.5 
million allocated to tv, with emphasis 
on sports. Chrysler, another towering 
figure in the automotive world, is 
third with tv expenditures totaling 
more than $8,500,000, a good hunk 
of which is in spoils. Chrvsler is also 

expected to purchase a whopping spot 
tv schedule for its '63 models. 

Network tv and spot tv obtained 
$48,193,766 in gross time hilling 
from car makers in 1961, not a par- 
ticularly good year in automotive 
circles. The figures, according to 


1st Q 61 1st Q 62 

American Motors 



Chrysler Corp, 



Ford Motor Co. 



General Motors 








3.233,000 3.749.000 


1st Q 61 


1st Q 62 










9.580.719 10,416.797 


1st Q 61 

1st Q 62 













12.813.719 14.165.797 






30 ji-n 1902 

knowledgeable individuals in the in- 
dustry, should be infinitely higher 
this year, as the above figures indi- 
cate. Radio in 1961 obtained under 
$25 million from the five bigtime car 
makers, namely American Motors, 
Chrvsler. Ford. General Motors and 

Big car makers, how they shape up in first quarter tv spending 

Studebakei . 

Some significanl figures regarding 
advertising budgets ol the giants in 
the industry recentlj rami- to light. 
The) reveal thai General Motors' to- 
tal advertising in I°(>1 amounted to 
$199 million, representing 1.7' < of 
sales, a drop from $239 million in 
1960. Ford, several weeks ago, 
brought to light the fad thai its total 
advertising expenditures in L961 
came to $132.5 million, representing 
2\ of sales. Ford's ad total in L960 
was figured at about son million. 

The most auspicious television de- 
velopment in Detroit, according to 
du\ Cunningham, [VB's motor citj 
representative, is a refreshing willing- 
ness to examine careful!] ever) phase 
of information about the medium. 
Cunningham recalled that only four 
years ago tv salesmen often were re- 
buffed when discussing spot tv pack- 
age plans, or additional reach and 
frequency from diversified network 
programing. They were told 1>\ car 
makers, "that's fine for selling soaps, 
but cars are a considered purchase 
item. The) require a different mar- 
keting philosophy and technique than 
impulse items." 

"Toda) the atmosphere is com- 
pletel) different," Cunningham said 
to SPONSOR. "Henrj Ford and Charles 
Mortimer (General Foods) are on 
each other's hoard of directors. Neil 
McElroy (P&G1 is on Chrysler's 
board and an ex P&C advertising 
manager, Gail Smith, is director of 
advertising and market research sec- 
tion at General Motors. I nder these 
circumstances everj phase of tv and 
ever) successful new development in 
packaged goods, as well as hard good 
merchandising, is carefully studied b) 
automobile clients and their advertis- 
ing agencies. As a matter of fact. 
Campbell-Ewald already has gained 
a subsidiary benefit by landing a sub- 
stantial part of the Florida Citrus 
Commissioner account." 

Cunningham said well conceived 
and well financed media research 
projects were broadening Detroit's 
appreciation of tv namely by Aineri- 
i an Motors, Chrysler, Ford. General 
Motor-. "The results, although com- 
pletely confidential, are producing. 1 ) 

better balanced network and spot h 

buying and. 21 better commercials 

i Please turn page 


Dors color [\ payoff? The 
answer tor NBC i- defmitelj yes! 
The expansion of color film pro- 
graming on NBC TV has made it 
possible for additional advertis- 
ers to take advantage of color 
television. For the coming sea- 
son f62-'63) NBC TV has more 
big-three auto business than the 
other two networks continued — 
four ot the five color programs 
purchased by automotive adver- 
tisers are film: AC Spark Plugs 
in Laramie; Chevrolet, all of Bo- 
nanza; Ford, all of Hazel, and 
Chrysler has alternate one-half 
hours in Empire. 

Chrysler will also be among 
the sponsors of Saturday Night 
at the Movies, many of which 
will be in color. The color tapes 
of Sing Along With Mitch will be 
sponsored by Buick. 

NBC TV also snared the right 
to air the 44th National Automo- 
bile Show because it was in an 
admirable position to offer the 
client the numerous virtues of 
] color t\. The three networks com- 
peted for till— lunik of business 
with NBC TV emerging as the 
victor. As a result, NBC TV's 
color camera- will carry both live 
and on tape the big auto show 
from Detroit'- Cobo Hall on Sun- 
■ day. 21 October from 6 to 7 p.m. 

The hour-long -how from De- 
troit, shaping up as the motor car 
industry's mosl spectacular in the 

event"- long history, will be -pon- 

sored b\ Reynolds Metal Co. via 
Lennen & Newell, New } ork, and 
Clinton E. Frank.. Chicago. NBC 
New- will have -i.\ broadcasters 
on the scene to describe the new 
line of car-. 

Tins year more completely- 


30 .illy 1962 

new models are expected to be on 
display than iii au\ previous 
show. Each motor car maker has 

been allocated more space to ex- 
hibit his products than ever be- 
fore. NBC TV's corresj dent- 
on the scene include < !hel I luni- 
ley, Roy Neal, Merrill Mueller, 
John Chandellor, Frank Blair. 
and Louise King. 

The automotive industry . w ith 
a penchant for specials and -ports 
shows will have a colorful tv 
holiday in the coming months, ac- 
cording to present plan-. 

SPONSOR learned that Lincoln 
Mercury Division of Ford plans 
to sponsor two new- actuality 
programs in color on NBC TV 
via K&E. According to reports, 
one of the programs will be about 
William Shakespeare, the other 
will concern itself with the state 
of California. 

General Motors, via Campbell 
Ewald. will sponsor a one-hour 
Damn Kaye Special on 11 No- 
vember. This, too. will be in 

Chrysler will co-sponsor the 
1962 'World Series Baseball 
Games in color. It will also co- 
sponsor the 30 July \II-Star 
Baseball Game in color a- well 
as the |{o-e How I game later this 

The United I )eleo I >iv . of Gen- 
eral Motors, via Campbell-Ewald- 
will co-sponsor the Sugar Bowl 
Football Game in color on 1 Jan- 
uary L963. 

\t MIC TV the only automo- 
tive account that w ill fall heir to 
color w ill be Lincoln-Merc ur\ . a 
sponsor on The Sunday flight 
Movies. CBS T\ i- riding with- 
out color, for the time being. 


which communicate with viewers 
more efficiently than at any previous 
time," Cunningham said. 

Cunningham noted that Mortimer's 
observation on the necessity of gain- 
ing a larger share of your prospects' 
minds before you can increase your 
share of market is often quoted in 
Detroit nowadays. "And it may be 
no coincidence that the automobile 
advertisers investing the largest share 
of their ad budget in tv are enjoying 
the largest shares of auto sales," 
Cunningham observed. 

Spot tv is certainly gaining ground 
in terms of acceptance in the auto 
business, but most station reps are 
convinced that Detroit could make 
far greater use of the medium with 
both spot tv and spot radio. This is 
the collective opinion of many station 
men who know the motor car indus- 
try intimately. Among those queried 
whose sentiments are for greater use 
of spot are William E. Morgan, man- 
ager Adam Young Companies, De- 
troit; Geno Cioe, manager, Detroit 
office, H-R TV and H-R Representa- 
tives; Ed Shurick. v. p.. Rlair-TV, and 

Rill Joyce, v.p. of The Katz Agency 
and manager of the representative's 
Detroit office, and Halsey V. Rarrett, 
Katz's director of spot tv sales de- 

SPONSOR learned from Detroit- 
based station reps that Dodge is com- 
ing into spot tv strong this fall. Dodge 
is reportedly going into spot tv with 
a major investment which calls for 
a heavy eight-week campaign in 100 
top markets. Rlair-Tv's Shurick 
said that Chrysler again this fall will 
come back with a blitz campaign — a 
weekend drive for its '63 models. 
Said Shurick: "What puzzles most 
station reps is the way car makers 
forego the impact of tv. This most 
important phase of business can use 
tv more efficiently and effectively." 

Morgan of the Adam Young office 
told sponsor that Chevrolet, which 
has been leading new car registra- 
tions for the past four months, may 
spend less in spot than it did last fall. 
It was Morgan's impression that 
Chevrolet would try a short introduc- 
tory radio campaign only — no forty- 
week schedules, as in the past. Chev- 

rolet, it was reported, would not buy 
any spot tv this fall. 

Ruick, it was revealed, would prob- 
ably have a bigger radio budget at 
announcement time. This account 
has been realizing notable success 
with spot radio during the past year 
on a rolling, market-by-market blitz 
plan. According to Morgan and 
other Detroit-based station reps, it 
may be that Ruick's increased radio 
money in the upcoming season will 
continue the blitz pattern rather than 
pouring a lot of extra money into a 
national schedule at announcement 

Rarrett told sponsor that with car 
sales as healthy as they are, and with 
car advertising budgets still geared 
to units of car sales, there should be 
more dollars to invest in advertising 
in the rest of '62 and in '63. He noted 
that Detroit's top marketing and ad 
execs are now joining other U.S. cor- 
poration execs in pursuing a more 
scientific approach to marketing and 
advertising. National spot tv is 
being used more and more to meet 
inconsistencies of new car sales mar- 

Top Detroit car builders, their models, the advertising 


Advertising executives 


Account executives 

Media executives 


General Motors 



Buick Special 

Gerald M. Millar— 
Dir. Mdsg. Dept. 


E. McCord Mulock, Jr. Kelso M. Taeger, 
— VP-Mgmt. Svc. VP-Media Dir. 


Judy Anderson 


J. Phillip Schaupner— MacManus, John & Charles F. Adams— Ray Reiss — Media Richard Shepp 
Mdsg. Mgr. Adams, Detroit Exec. VP-AS Dir. 

CHEVROLET MOTOR DIV. Jack Izard— Adv. Mgr. Campbell-Ewald, Colin Campbell- 
Chevrolet Detroit Exec. VP-AS 

Carl Georgi Jr.— VP- Robert H. Crc 

Dir. Media Jr. — Asst. W 



James F. Mattox Jr.— D. P. Brother, Sheldon Mover 

Dir. Adv. Detroit VP-AS 

Sr. C. Watts Wacker— C. Watts Wack> 
VP-Media Dir. 

Pontiac, Tempest 

John F. Malone— Adv. MacManus, John & Colin J. John— VP-AE Ray Reiss— Media Richard Shepp: 
Mgr. Adams, Detroit Dir. 



William L. Wood D'Arcy Adv., N. Y., Gordon Baird— AE- Frank Ott VP-Media Robert Lazetei 

South Bend, Ind. N. Y. Dir., N.Y. N. Y. 



30 july 1962 

kc( by market, Barrett observed. 

"Less and less can the factor) af- 
ford to provide the smallest dealer 
in the smallesl and least productive 
territory with the same national ad- 
vertising tonnage as provided to the 
largest dealer in the largest ferri- 
tins." Barrett noted. "More and 
more the larger dealers are demand- 
ing 'proportionate weight' — advertis- 
ing support commensurate with their 
»ales and marketing potential." 

In Barrett's opinion, Detroit is 
fast -learning to combine the sales 
power of tv with the flexibility of na- 
tional spot tv to match advertising to 
specific market needs and potentials. 

A. \\ . Dannenbaum, Jr.. v.p. sales, 
\\ i -tinghouse Broadcasting Co. 
agreed with his colleague in the in- 
dustry that it looks like a banner 
ivear for automotive billing, "though 
i we believe the automotive industry 
could profit materially by a much 
greater use of broadcasting." 

"It is clear that both radio and tv 
will play a generally more important 
part in sales plans during the indus- 
try's model 'C2-'63 year than in past,"' 

Dannenbaum said. "Even so, broad- 
casters eannot count on the sheer 
sales power of their mediums or the 
many experienced professionals at the 
agencies and advertisers to do the 
sales job for them. More sales effort 
at the local level I on dealer groups 
and associations I and at the national 
level is in order. Ever since I was a 
boy, I've been hearing that direct 
sales calls were invaluable. It is still 
true, and most of the advertising pro- 
fessionals welcome help in showing 
the right people how broadcasting 
can sell more automobiles for them." 

The upcoming year should be an 
excellent one insofar as Detroit and 
spot radio are concerned, in the 
opinion of Ralph H. Patt, sales man- 
ager, Detroit office, CBS Radio Spot 
Sales. As far as the '62 automotive 
model year was concerned, it proved 
a 100% improvement over '61, in 
Part's opinion. Indications seem fa- 
vorable for a continuation of the up- 
ward trend, though the year's total 
will fall somewhat short of the rec- 
ord-breaking '60, according to Patt. 

As Patt saw the spot radio scene 

from Detroit, it shaped up as follows: 

1) The market - 1 • \ -market campaign 
used )>\ Buick tuing localized copy 
for individual markets in contrast to 
the generalized approach to all mar- 
kets so commonly used heretofore; 

2) Pontiac's return to the medium 
this spring after a year's absence; 

3) Cadillacs unprecedented spring 
campaign; 4) Chevrolet's plan for a 
two-week campaign in late August, 
normally a slow sales period prior to 
new car announcements; 5) the di- 
version of certain newspaper budgets 
to radio in several instances during 
the past year; 6) the increasing ac- 
ceptance of midday, nighttime and 
weekend availabilities along with 
peak traffic times. 

Patt saw a good automotive sales 
year in '63 "and with competition 
more evenly matched between mak- 
ers, spot radio will assuredly be called 
upon to fulfill its proven role as the 
day-by-day person-to-person medi- 
um." Patt also was convinced that 
there was increasing potential of the 
booming automotive after-market in- 
{Please turn to page 45) 

agencies and chieftains who fashion television radio budgets 


Advertising executives 


Account executives 

Media executives 


uican Motors 

tambler, American 

E. B. Brogan — AM Geyer, Morey, Bal- John F. Henry Jr.- 
Automotive Div. lard, N.Y., Detroit VP-AS, Det. 

A. C. DePierro— VP- 
Dir. Med., N. Y. 

Arthur L. Terry- 
Media Dir., Det. 

Jerry van Emmerik 
Assoc. Dir., N.Y. 

(done by media 

r% Corp, 


James L. Wichert — 
Dir. Adv. 

Young & Rubicam, J. J. Serigny— VP-AS 

Thomas R. May- 
nard, Jr. — Dir. 
Media Relations 

Calvin Nixon 


Arnold C. Thompson— BBDO, N.Y., Detroit Robert E. Anderson— 
Dir. Adv. VP, Det. 

James Nance — 
Med. Dir., Det. 

Woodruff (Woody) 
Crouse — Detroit 


William A. Hammond 
— Mgr. Adv. 

N. W. Ayer & Son, R. T. OReilly-VP, 
Phila., Detroit Det. 

Bill Kane — Media- 
Super. Phil. 

Mrs. Billie Farren- 



John R. Bowers— AM J. Walter Thompson, Franklyn R. Thomas 
N.Y., Detroit AE, Det. 

Richard Jones— VP- 

Media, N.Y. 
Ruth Jones — Assoc. 

Media Dir., N. Y. 

Harold Veltman 
N. Y., Chief 


Robert J. Fisher — 
Adv. & Sales Prom. 
Mgr.— L.M. Div. 

Kenyon & Eckhardt, Robert A. Dearth— Sr. 
N.Y., Detroit VP, Det. 

J. Clifford Wilson— 
VP-Media Det. 

Bob Morton 


30 JULY 1962 


These are the duties of media research at four agencies 


1. Assist media planning function in its recommending 
particular types of media and particular vehicles within 
these media types. 

2. Translate and interpret the syndicated research 

3. Develop original agency studies, such as the "Tele- 
vision County Rating Indicators" (TVCRI), the "Advertis- 
ing Volume Index," the use of linear programing and 
automatic data processing, and systematized prediction 
devices for forecasting audience exposure. 


1. Appraise media studies provided by the various 

2. Work with published sources, i.e., Nielsen, ARB, 

3. Study competitive account activity. 


1. Function both horizontally and vertically, both as a 
staff section of media and as a line operation, with me- 
dia researchers belonging to account groups. 

2. Evaluate the patterns of media duplication. 

3. Conduct original studies, such as the recent "Tv 
Audience Profiles," "Men Reached by Network Pro- 
grams," "How to Communicate with the Negro Market," 

4. Serve as the agency training ground for all non-writ- 
ing personnel. 


1. Analyze existing research data for use in media 


2 Conduct its own media research projects, such as 

the fm radio measurements used by Media Programers 

— QXR network in recently released studies. 



^ Some major agencies still don't have them; those 
who do differ in how they define, position, use them 

^ SPONSOR examines media research at eight agen- 
cies in IN. Y. and Chicago, with portraits of those at helm 


ord recent I \ thai a major New 
York agency, now in the process of 
reorganization, is considering plac- 
ing its media researchers under di- 
rect authority of its media depart- 
ment (see Sponsorscope, 23 July) 
has brought I" the lore a little -publi- 
cized hut incrcasinglj important 
question: Is a large agenc) operating 
its media department in a vacuum 
when il- media research unit remains 
a pail oi the <>\iiall research depart- 
menl ? 

Ii 1 1 .- 1 •- also brought to light a com- 
paratively ikw agenc) (unction that 
few. outside <d agencies, arc familiar 


What do media research depart- 
ments do? How do they function? 
Who heads them? SPONSOR went last 
week to a number of leading agencies 
in New York and Chicago to get the 
answer-. Our investigation turned 
up two significant Pacts: 

1. Several of the larger agencies, 
notabl) William K-lv and Daneer- 
r ilzgerald-Sample. do not have me- 
dia research specialists as such; theii 
media and research departments 
function with traditional autonomy, 

depending mainl) on outside or "se< - 
ondan measurements. 

2. Those agencies which do have 
media research specialists differ 
widely, both functionally and in the 
broader area of definition. 

Here, as a service to our readers, 
Is how eight agenc] media research 
departments, or units, operate. 

In New , l ork: 

McCann-Erickson. \\ ben. some few 
years back, certain industry seers 
were suggesting that media research 
might take on major importance in 
coming years, McCann-Erickson de- 
cided it should have professional sta- 
tus, separate from the media depart- 
ment, as well as the research arm of 
the agency. Thus, when the central 
research department was reorganized 
as Marplan. a wholl) separate re- 
search company, media research 
-laved within the agency as part of 
the media -civ ice- division. This, 
agenc) management felt, Mould em- 
phasize its function as a \ital pari of 
total advertising planning. 



30 JULY 1%2 

Today, media research al McCann 

I has a major role in the placemenl ol 
$200-plus million of domestic billing, 
in addition to helping solve problems 
for overseas offices. On anj given 
da\ requests maj range from the 
Australian office asking for an out 
lint' of housewives 1 t\ viewing habits 
to an explanation of a rating for a 
domestic client. 

In general, media research's jol> al 
McCann is to assist the media plan- 
ning function in ils recommending 
particular t\ pes of media and par- 
ticular vehicles within these media 
types. The department works closely 
with media buyers and planners, 
Ml Productions, and the account 
service groups, so that researchers 
are continualK aware of the prob- 
lem?, and needs in ever) area. 

Supervising the department is Bob 
Coen, who has been with McCann 
since L948, and who has worked 
closer) with the company's top re- 
search people. Coen has a back- 
ground in mathematics and physics 
1 he ha- an M. \. from Columbia Uni- 
versity I, as well as practical experi- 
ence in radio communications from 
bis NaV) days. Prior to World War 
II. lie was employed by the Pruden- 
tial Insurance Co. of America. 

Working with Coen are four ana- 
lysts and a senior project director. 
Utogether, the team's skills include 
stati-tics, economics, and psychol- 
Ogy. In addition to helping media 
planning directors with day-to-day 
problems and decision-. Coen's staff 
works on research projects related to 
these client needs which will be of 
long-range benefit to advertising 
planning. Coen himself worked for 
wo years on one such project, which 
esulted in what McCann considers 
I the most important break- 
roughs for television planning, tin 
Television County Rating Indica- 
Ore. I his is an exclusive index 
huh -pells out the average rating 
evel a station has in each count\ it 
First developed to meet tv plan- 
ing needs, the TVCRI, says McCann 
anagement. has "proved to be a 
eliable tool which clearly pinpoints 
he variations in advertising weight 
elivered 1>\ individual stations or 
ambulations of stations throughout 

Here are five of 
the leading media 
researchers in New 
York agencies 

Bob Coen, McCann-Erickson 

Jerry Baldwin, Y&R 

Ed Papazian. BBDO 




Jack Green. JWT 

Edward I. Barz. FC&B 


30 july 1962 


marketing territories." Developed 
with the aid of automatic data proc- 
essing equipment, the TVCRI tool 
has been instrumental in the agency's 
developing of network station line- 
ups, its evaluation of tv spot pur- 
chases, its relating of tv advertising 
weight to sales territories, its inte- 
grating print and tv advertising, its 
defining of markets for new product 
introduction and market testing, and 
its allocating of advertising costs. 
Experimental work is now underway 
for the development of a similar tool 
covering radio. 

Since McCann subscribes to a full 
complement of syndicated research 
services, the media research depart- 
ment also translates and interprets 
these data. It was against the back- 
ground of this information that it de- 
veloped the "Advertising Volume In- 
dex" and the annual record of ex- 
penditures in each medium, consid- 
ered by many to be the most au- 
thoritative industry figures avail- 
able. Other basic developmental 
areas of media research at McCann 
include the "Advertisers' Cost of Liv- 
ing" studies; the use of linear pro- 
graming and automatic data process- 
ing (computers) ; systematized pre- 
diction devices for forecasting audi- 
ence exposure; and experimental 
work in the extension of knowledge 
from advertising exposure to adver- 
tising perception. 

Young & Rubicam. At present, the 
Y&R media research unit reports di- 
rectly to the agency's overall re- 
search department. Its duties, how- 
ever, are clearly defined: 

1. To analyze existing research 
data for use in media purchasing. 

2. To conduct its own media re- 
search projects. 

It is in this latter area that it has 
made its greatest industry dent. The 
Y&R media research unit has mea- 
sured fm radio twice. These inde- 
pendent measurements weighed heav- 
ily in the recent fm studies released 
by Media Programers and the QXR 
network (see sponsor, 9 July). So 
far as is known, they mark the only 
agency research project in this direc- 
tion to date. 

Unlike most agencies, Y&R sep- 
arates its broadcast media research 
from its print media research. Head- 
ing the broadcast media research di- 
vision is Jerry Baldwin, who is also 
assistant director of research in gen- 
eral. He has been with Y&R since 
July, 1959. Prior to his agency re- 
search posts, he was research mana- 
ger for WNBC radio and television 
in New York, as well as a member of 
the research department at ABC. 
Thirty-three, married, and the father 
of a two-year-old boy, Baldwin is as- 
sisted in broadcast media research 
by a staff of nine. 

/. Walter Thompson. Media re- 

search at Thompson is a corps unit 
of the media department — a depart- 
ment in which each associate media 
director not only heads up a group 
of accounts, but has his own buyers, 
etc., an agency within an agency. 
Media research's job in this complex 
of activity is to keep the overall me- 
dia department up to date, supplying 
it with information of direct guid- 
ance to a buy. In carrying out this 
function, media research does nc 
field work (i.e. surveys) of its own, 
concentrates instead on research 
house data and means of improving 

Jack Green, director of media re- 
search (and a former associate me- 
dia director at Thompson, as well as 
director of advertising media serv- 
ices of the Toni Co.) sees this con- 
centration on current media services 
as vital to the agency's — indeed, the 
industry's — future. He contends that 
media themselves spend too much 
money on badly conducted surveys, 
that there is, in effect, "too much re- 
search going on." It is in this light 
that his department has become an 
"impartial sounding board for peo- 
ple embarking on studies, counseling 
them in order to make research use- 
ful, not just blue sky." The media 
research department at Thompson 
serves as such a sounding board for 
Nielsen. ARB, Simulmatics. CF.IR, 
(Please (um to page 46 1 

Three top media research directors in Chicago agencies 

Dr. Seymour Banks, Burnett 

L. Thomas McMurtrey, NL&B 






Dr. Sheng Sun. Post, 





JULY 196! 

GETTING what they wanted after much hard work, Wexton advertising agency's copy chief, Edward Handman (I), and agency president, Martin 
Solow, give 'final touch' to Carlsberg Beer script. Flexibility of the copy readily lent itself to the unique reading chore given to the actor* 

All in the way you read the copy 

^ Clever, amusing Wexton agency copy for Carlsberg 
Beer creates four different situations with same words 

^ Campaign, budgeted at $40,000, is presently limited 
to four markets; Miami stations to be added 4 in season' 


t is pretty generally accepted that 
"Stop!"' means two different things 
when voiced by a busy traffic cop on 
he one hand and by a popular co- 
pjette on the other. It's a matter of 

Grasping this eternal verity in an 
ron grip. The Wexton Co., Inc., has 
ome up with a unique, interesting, 
ittention-holding one-minute radio 
ommercia] for Carlsberg Beer, cur- 
entlv being aired in four markets on 
ix stations. 

In the commercial, a male and a 

female actor create four different 
characters each in four different situ- 
ations — while reading the same copy 
uord for word. 

In one situation, an Englishman is 
talking with a rather bored voung 
American girl. In another, a young 
man is trying to make an impression 
on a young girl. In a third, there is 
just a quiet conversation between a 
man and a woman, with only the 
slight background ticking of a clock. 
In the fourth, a lout is trying to make 
time with a lady. 

Here is the script, as used in all 
four situations: 

He: flow did you know I like such 

She: I don't know. It's hard to say. 
He: ^ ou must think of me as world- 
Is : sophisticated. 

She: No, youre not particularly so- 

He: I know, then. To you, I epito- 
mize the connoisseur, the man who 
appreciates the extraordinary, the 

She: No, that's not it at all. 
He: Then you must see me as the 
rugged, manly type, robust, a man 
of character. 

She: No, I never thought of you as 
rugged or particularlv manly. 
He: Mmm. Not worldly, not sophisti- 
cated, not a connoisseur and not par- 
ticularly manly. Then, win did you 
serve me Carlsberg Beer? 


30 JULY 1962 


CREATIVE sound consultant for radio and tv, Tony Schwartz, who thought of the four-situa- 
tions approach, runs through tape of the message for Solow (I) and Handman at his studios 

She: I thought maybe il would help. 
Announcer: In 111 countries Carls- 
berg Quaffers repair their occasional- 
ly bruised egos with Carlsberg Beer 
— a beer so pleasant to the palate you 
fall in love with it on first taste. On 
sale at fine restaurants, hotels and 
good stores everywhere. Carlsberg, 
the glorious beer of Copenhagen. 

The copy had been written for 
radio In the Wexton agency's copy 
chief. Edward Handman. following a 
discussion with Wexton president and 
creati\<- din-dor. Martin Solow. and 
Ton) Schwartz of New Sound-, who 
is a creative sound consultant for 
radio and l\ . 

"We knew what we wauled to say," 
Solow said, '"but at llii- point we 
didn't \el know 'who that IS, wlial 
type of character was «oin<: to say 

"Take the first line, For instance: 
'How dn \ <>u know I Like such things?' 
It turned oul tlii- waj because we had 
derided to a\oid the straighl selling 


approach we could have made in 
saying, 'How do you know I like 
Carlsberg Beer?' 

"Instead, we chose the dramatic ap- 
proach. We created a situation which 
holds people — and when we mention 
Carlsberg, it comes almost as a punch 

Script in hand. Solow then had se\ - 
eral further discussions with Tony 
Schwartz at the latter's studios in 
Manhattan. One "character" after 
another was considered and rejected. 

Schwartz then hit upon the idea 
of using the same script with different 
characters in different situations, a 
hold concept which delighted both 

Solow and the Carlsberg executives 
who gaA e the go-ahead. 

Eventual!) eighl characters and 
four situations were decided upon. 
Then the actors went to work as 
Schwartz recorded the commercials. 

From there on. the job fell to 

Anita Blum in the agency's timebuy- 
ing department. 

Since the beer is an import, the 
audience sought consisted of middle- 
income and upper-middle-income peo- 
ple. For the same reason, the stations 
on which the messages were to be 
placed were "good music" and "good 
programing" stations, Solow said. 

The schedule — which began 18 
June — is being carried on WQXR, 
New York, and WPAT. Paterson, 
N. J., both for 26 weeks; WGMS, 
Washington. D. C: WTCN and 
KTSP, both Minneapolis-St. Paul, 
and WEZE. Boston, all for 13 weeks. 
In January, two Miami stations will 
be added to the list. Thev are WGBS 
and WVCG. 

The commercials are broadcast on 
an average of 20 times a week in each 
market, most often in drive times to 
reach a greater number of male listen- 
ers, Solow said. The budget is 

The Wexton president said he feels 
that the agency, which is the posses- 
sor of numerous awards received in 
industry-wide competitions, will be 
certain to get another award with 
this entry. 

"But what is even more important 
than that." Solow said, "is that the 
commercial is selling lots of beer." 
He didn't give any figures but said 
that in the cities in which the copy is 
aired "the distributors have greatly 
increased their orders." 

Solow. who is an advocate of the 
proper use of humor in advertising 
when it is called for, used this par- 
ticular case to expand on the subject. 

"The use of humor in advertising," 
he said. "\er\ frequently permits the | 
advertiser to get more ad\ertising 
mileage for his dollar. The fact of 
the matter is that humor has the 
qualit) of penetrating the conscious- 
ness of the listener more quickly and 
more dcepK than many straight com- 

"The conventional commercials." 
Solow said, "'need much more repeti- 
tion than the humorous messages in 
order to reach their mark." He 
pointed lo the success of the Chun 
Kin- and Dilly Beans commercials. 
"both on limited schedules, as e\ i- 
dence of the effectiveness of humor. 

The average listener won't shut out 
a commercial if \ OU entertain him. 


30 .iuly 1962 


^ $1.>0 million in late nitr tv is svvn for this year; 
three times what advertisers spent just five years ago 

^ Late nite audiences show the least year-round change 
compared with other time periods, TvB report indicates 

L<i night t\ is the fastest expand- 
ing time period, according to a TvB 
report released todaj (30 July). It 

accounts for more than 1<>'< of all 
national t\ advertising, thereby 
bringing in more revenue than tlir 
consumer magazine with the most 
billing. Each week, it readies over 
:\(> million homes. 

During 1962 national gross time 
hillings for late night are expected to 
go over the $150 million mark; five 
years ago. the comparable figure was 
$46 million. This means that spend- 

ing will he increased three-fold. Over 
the same five years, a ">()', hike in 
total tv billings for national advertis- 
ers is indicated. 

Evidence of growing attractiveness 
to sponsors of late nighl is the 
fall scheduling of a syndicated pin- 
gram It eekend, an informal varietj 
show featuring Jerry Lester as host 
and corned) star. Other programs 
to he broadcast during this time 
period include Johnny Carson's 
Tonight and The Steve Allen Show. 

The $150-million level anticipated 

foi late nighl would sui pass the res ■ 
enue of Life magazine, which liad ad- 
vrertising billings ol $138 million in 

< M the total late nighl figure, ap- 
pr oximatel) $] l<> million m ill l»- 
invested in spol iv. The spot ^ross 
time tallj bj TvB-Rorabaugb for the 
firsl quartet "I L962 came i" $38,- 
091,000 oi 20.9^5 of the total. I ive 
vears ago. spot's share was 9.2' < or 

A comparison of the firsl quarters 
of ('I and (>'2 underline-, the Fai i 
that nine out of 10 leading spot ad- 
vertisers have increased expenditures 
for late night t\. Some example-: 

Brist<»l-M\ers 1 sted its 1961 

figures of $812,400 to $1,078,100. 

Alberto-Culver more than tripled 
its 1961 hilling- of s314,400. 

Gillette zoomed from $297,300 to 


What the top five late night sponsors spent in spot network 



1st qtr. *61 1st qtr. 62 


1st qtr. '61 1st qtr. '62 

°'o LATE 

'62 only 

Sun Oil 




P. Lorillard 






Bcoch-lVut Life Savors 






Mogon David Wine 











Procter «V <>amhlo 






Lever Kr others 


















\lhcrto-t ulvcr 






LATE NIGHT gross time billings of leading advertisers rose during the first quarter of I962 as compared with the same period in I96I 


30 July 1962 



% tv homes viewing 
tv 11 p.m.-12 midnight 

Family size 







Age of head of house 

Under 40 






Age of housewife 

Under 35 






Age of children 



Any under 6 


Any 6-11 


Any 12-17 


Family income 

Under $5,000 






Education of head of hou 


Grade school 


1-3 yrs H. S. 


4 yrs. H. S. 


1 or more yrs. college 


Occupation of head of ho 


Prof. & white collar 




Farm & unskilled 


Ret'd. & unemployed 

Source: \ I J Mai '62 


Wrigley, which registered $497,300 
last year, rose to $889,400. More- 
over Wrigley 's Gum was the leading 
spot brand advertiser on late night. 

Ranked by billings, other top spot 
brands in this time period were Alka 
Seltzer, Parliament cigarettes, Con- 
tac, Bromo-Seltzer, Avon cosmetics, 
Gleem, Dash. Downy Softener, and 

Also contributing to the expansion 
of late night tv are the network ad- 
vertisers. This year more than $12 
million is estimated for net gross 
time billings. In the first quarter, 
the sum was $3,108,694 (this in- 
cludes NBC's Tonight and ABC's 
Final Report). The same quarter 
five years ago showed $209,522. 

Sun Oil, the leading late night net 
advertiser in the first quarter, raised 
its billings to $422,870 (for Final 
Re\yort) from nothing in the same 
quarter last year. Considerable in- 
creases were also made by Beech Nut 
which hiked its net figure from $168,- 
702 to $301,820 and by Mogen 
David which devoted its entire bud- 
get, $206,714, in '62 while in '61 
showed no interest at all. 

In addition, this growing time 
period has attracted sizable billings 
from such categories as autos, waxes, 
cold remedies, casoline, cigarettes, 
cosmetics, coffee, soaps and shoes. 

It is understandable that late night 
tv can boast such a wide variety of 
advertisers, for it is characterized by 
steady viewing levels and a unique 
audience (see chart this page). 

According to Nielsen, late night 
tv, as compared with all other time 
periods during the day, shows the 
least year-round changes between 
viewing highs and lows. Sets-in-use 
from 11 p. m. to midnight, for exam- 
ple, range from a 31.4% high to a 
26.3% low. 

Homes reached during an average 
week between 11 p. m. and midnight 
for first quarter 1962 totaled 36,- 
603,000 or 74.7% of all U.S. tv 
homes (Nielsen). 

Average homes per minute has 
grown from 10,252,000 in 1960 to 
11,515,000 in 1961, a 12.3% jump. 
TvB reports 14,749,000 homes 
reached per average minute during 
the first quarter of 1962; this is 
30.1', of all U. S. tv homes. t* 


^ Progress report on new 
services to ease spot paper 
work — what they're doing to 
streamline media operations 

It was just one year ago that media 
departments stirred with reports that 
several new independent companies 
were out to cut down the spot paper 
jungle. These new firms argued that 
agencies could streamline media buy- 
ing and billing by subscribing to a 
service which used electronic data 

For the past year these firms have 
been working to put their theories 
into action, "educating" agencies, 
reps, and stations in the new time- 
and-money-savings processes, and 
signing up subscribers along the way. 

Question: "Where do these new 
services stand now. and how much do 
they help agencies?" 

Of the three services now in the 
running, each is in a different stage 
of development and each offers serv- 
ices that differ from the other. 

One. Broadcast Clearing House, 
has been in business for two months, 
actually feeding advertising campaign 
information to electronic processing 
equipment on behalf of its clients. 
Its service is unlike the other com- 
panies' in that it concerns itself only 
with simplified systems of ordering 
and billing for spot radio — and pro- 
vides this service for all parties in- 
volved: the agency, representative, 
and stations. 

On the other hand. Central Media 
Bureau is now concentrating on agen- 
cies media services, and defines itself 
as an electronic computer service for 
agency media departments. It is now 
programing material to computers 
for two agenc\ -clients, but result- 
will not be off the machines until this 
fall. At a later stage CMB expects to 
service representatives, but this func- 
tion is still in the undetermined fu- 

A third company, Broadcast Bill- 
ins; Co., (now under SRDS Data, 
Inc.) is now operating as what it calls 



30 july 1962 


the estimating arm «>f several adver- 
tising agencies. Both BBC and ('Ml! 
have extended sen ices into print me- 
dia for agencies, something which 
BCH does not intend to do. 

Each firm, to a degree, has under- 
gone some changes as new situations 
have arisen over the past year. 

BBC. finding that its sphere of op- 
erations competed with parent com- 
pany SRUS' division, SRDS Data, 
Inc.. has heen a division of SRDS 
Data for several months. The com- 
pany is now doing work for four ad 
agencies, mainly in the area of es- 
timating. Like CMB. it has become 
involved in print paper work as well 
as broadcast. For Lennen & Newell, 
for example. BBC has worked on 
estimating, summaries, and client bil- 
ling — but not invoice analysis — for 
all the agency's print business and 
half of its spot business. However, it 
recently conducted a test for one of 
the top 15 spot agencies on contract 
writing and invoice analysis for all 
tv and radio spot business. 

The company announced last week 
that it will install a Minneapolis- 
Honeywell 400 electronic data proc- 
essing system. 

Machines are now rolling at Bank 
of America's electronic data process- 
ing center in San Francisco for 
Broadcast Clearing House, which op- 
ened its doors officially on 1 June. 
BCH has four reps signed for its 
service, including Daren F. McGavren 
Co., Adam Young Inc.. Radio TV 
Representatives, and Bob Dore As- 
sociates. These firms represent a total 
of 97 stations, and BCH says it has 
20 r r of them using their systems and 
is working to sign the balance. 

On the agency side, BCH claims it 
is working with approximated 21 
agencies which bill an aggregate of 
$89.3 million per year in radio. These 
ad houses individually bill from 
$200,000 to $17 million'a year in the 
medium. These agencies represent 
45,2 r r of all spot radio billing. 

Asked whether unanticipated prob- 
lems had arisen since actual opera- 
tion began. BCH officials replied they 
were pleased that the system was 

COMPUTER REELS store the spot radio and tv buying Information for Broadcast Clearing 
House processing. The data is computed automatically on electronic data processing machines 


30 july 1962 


Jli:illl!ll!!:illllJIIIIIIIIIIIIIIIIIIII!lll!lllll!![lllll[lliH Jllllllllllllllllllllllillj 

Time agency saves with centralized system 

1. Minutes to entei 

the order 


After Saved 



9.70 53% 



10.35 48% 





2. Minutes 

for bill 

ing invoice 


After Saved 



.108 99% 



6.48 94% 



2.65 58% 

Sourci B least Clearing Souse \ninir Yuung Co. 

SIMPLIFIED and centralized by data processing, agency billing, ordering time 
is vastly reduced. BCH estimates that an agency which bills $1 million a 
year in broadcast and processes 4,000 orders spends these man-hours on the 
job: 1. Entering the order — 1,400 man-hours or 200 seven-hour work days; 
2. Billing the order — 2,500 man-hours or 360 work days. With modern systems, 
agency may cut work days to 92, saving $2,160 (at $20 per day) on the first 
process; on the second, workdays can be pared to 4.2, saving $7,120 a year, 
adding a total of $9,280 to agency's profit picture. 


working with such regularity. The 
company, after consultation with 
agencies, reps, and stations during 
the past year, had made necessary 
changes in forms and procedures be- 
fore putting them into action. 

Central Media Bureau is now pro- 
graming its machine for two adver- 
tising agencies, hopes to add another 
agency soon. One of the two agencies 
is in the top 30, another in the top 

Unlike BCH, Central Media per- 
forms different functions for each 
agency. For one client, which oper- 
ates its own punch card equipment, 
CMB issues no checks, and the agency 
prints its own estimates. For an- 
other, CMB was asked to help set up 
systems for other media as well as 
broadcast. One agency also asked to 
set up systems for its traffic depart- 
ment which processed orders for a 
multi-agency account. CMB uses the 

PROGRAMING information on spot buys and schedules operator transfers data to computer 
tapes at BCH processing plant at Bank of America San Francisco. System cuts time, costs 

electronic data processinu machines 
of CEIR. Inc. 

All these firms have spent much 
time in an educational process to ac- 
quaint the advertising communitv 
with data processing systems. This 
is necessary, they say, because the ad- 
vance in automated svstems is so 
rapid that processes that were rela- 
tively new a few years ago, such as 
punch-cards, are now becoming out- 
dated. The advent of more sophisti- 
cated systems, which are costlv for 
individual agencies, adds to the com- 
plexities. Only the very large agen- 
cies find it economical to install their 
own computers. The medium- and 
small-size agency, in order to stay 
abreast, must go to outside firms for 
computer services. 

One example of the educational 
move made by these companies was 
a seminar on "The Computer in Ad- 
vertising" conducted by CMB early 
this summer. The seven speeches de- 
livered at the five session meetings 
are being printed by the Assn of 
National Advertisers for publication 

The argument runs that such serv- 
ices save the agency considerable 
money which can then be added to 
profits. Just how much can be saved? 
One of the new companies. Broadcast 
Clearing House, conducted time and 
motion studies that traced the steps in 
the buying and hilling cycle of the 
agency, rep, and stations. 

The analysis begins with a look at 
the agencj profit problem, \verage 
agency net profit, the report says, 
at the end of 1960 was .000' , of gross 
hillings. Net profit as a percentage 
of gross income was 3.44%, lower 
than that for any other year in the 
past decade except I 1 ).")!!. according 
to figures from the 4As. At the same 
time, overhead costs and particular' 
l\ personnel costs are rising fa>t. 

Through economies in the buying 
hilling process, the stud} shows thai 
an agenc) hilling si million a yeaf 
and handling 1.000 orders ma\ add 
15495 in it- profit. On the same l>ill- 
ing an agency maj add 72', more 
profit on 2.000 orders and 22(>' ,' on 
6,000 orders. 

Agencies estimate, says the report, 
thai the cosl of accounting runs as 
high as $10,000 on $1 million in l.ill- 

1 I'lciisc turn to pau.c l<> I 



30 JULY 1962 

How Chairman Minow's remarks are used against radio 

"I I each of the 21,473 homes in Wanitowo< 
county has one 01 more radio sets (and assum- 
ing that iml\ Manitowoc county stations are 
heard) Chairman VLinou figures shou that 
radio is heard in only 1 . ( )'A'2 of the total 
homes in Manitowoc Count \ ." 

Promotion by the Manitowoc (Wise.) 
Herald Times, Two Rivers Reporter 

Newspaper research gets goofier 

Attacks on tv and radio by worried newspaper men 
-each way out into left field for more research "facts" 

Broadcasters asking, "Does Newton know that news- 
lapers are using his NAB speech as radio smear?" 

■mecently, when an energetic pub- 
lisher in Manitowoc. Wisconsin, 
-eized on FCC Chairman Minow's 
NAB speech of last \pril. and used 
it as the basis of a virulent, anti-radio 
promotion, he dramatized, with bit- 
ter irony, the goof-ball quality of 
much current newspaper ""research." 

Firs! of all. Newton Minow's own 
figures on radio arc considered high- 
ly dubious bv most broadcasters, i Sec 
Stephen Labunski's vigorous rebut- 
tal, "You're wrong Mr. Minow "■ 
sponsor 7 May L962. 1 

Second, the promotion demons of 
the Manitowoc Herald Times & Two 
Rivers Reporter twisted even the 
Minow statistics out of all semblance 
d sense. 

The FCC Chairman alleged that ra- 
tio sets in use average onlv 6 per 
"ent in the evening, 9 per cent day- 


Here's what the Machiavellis of 
Manitowoc made of that: "If each of 
the 21. 173 homes in Manitowoc Coun- 
ty has one or more radio sets (and 
assuming that only Manitowoc sta- 
tion- are heard I Chairman Minow's 
figures show that radio IS heard in 
only 1,932 of the total homes in 
Manitowoc county." 

"Three stations are located in Mani- 
towoc County. Assuming that listen- 
er-hip is divided equally, each sta- 
tion has an audience of only (ill 
homes during daytime hours." 

Needless to >;i\. such absurd and 
irresponsible conclusions would be 
immediately discounted by almost 
any experienced media man in am 
experienced agency. (The) know that 
Nielsen, for example, -how- that ra- 
dio reaches only 80$ of I .>. homes 


30 july 1962 

in daj time, 50* i at night. I 

Hut the Manitowoc incident points 
at least two moral-, in the opinion of 
thoughtful advertisers and broadcast- 

1) Chairman Minow should be 
more careful about his public -late- 
ments. In his job of regulating broad- 
casting, he has no business giving 
free and dangerous ammunition to 
the enemies of the industry (as 
SPONSOR warned him long ago; see- 
Commercial Commentary 22 Ma\ 
1961 i. 

2 1 In their battle against radio 
and i\ for advertising dollar-, many 
newspapers are employing so-called 
"research" studies which are both 
dishonest and dangerous, when placed 
in the hands of unsophisticated buy- 

Typical, though more elaborate 
than most, of research-promotion gim- 
micks used bj newspapers are the 
semi-annual surveys of "Households 
Reached by Radio and Television in 
Metropolitan Richmond" bj the l!i<h- 
mond Times-Dispatch and the Rich- 
mond N eu S Lender. 

These surveys, begun in 1956, pur- 
port to be telephone coincidental-. 









r- """ 







TYPICAL of far-out 'research' used by newspaper in fighting 
radio/tv are charts from "The Climate of Persuasion," a "study 
of the public image of advertising media" by Richmond's "Times- 
Dispatch" and "News-Leader." Presentation is widely promoted. 


conducted by an (unnamed) "inde- 
pendent survey agency." They tur 
up alleged data on radio sets in use 
and tv sets in use by two-hour periods 
8 a.m. to 10 p.m. Monday through 

Sophisticated media men. scanning 
these Richmond reports will immedi- 
ately want to know why they show 
percentage figures so at variance with 
the figures of recognized audience 
measuring firms. (According to the 
Virginia figures all radio stations in 
the Richmond area reach a total of 
only 13.7% of radio homes between 
6-8 p.m.. only 9 r < between 8-10 p.m.) 

But the most flagrant bit of news- 
paper misuse of research comes in 
the comparisons which the Richmond 
papers make. Ranged along side bar 
charts showing depressingly low lev- 
els of radio listening and tv viewing 
are pie charts of the "Household cov- 
erage bv the Richmond Times-Dis- 
patch and the Richmond News Lead- 
er." As you'd expect they show 
whopping percentages (65% morn- 
ing, 81% evening. 86% Sunday). Al- 
so as you'd expect they're talking 
about the metro area — -a completely 
unrealistic measurement for tv an 

Apparently, however, the Richmon 
newspapers see nothing either wrong 
or dishonest in such comparison. Nor 
apparently has it occurred to them 
that if vou are going to measure the 
air media with telephone coinciden- 
tals, you ought to measure newspa- 
pers in exactly the same way. "Hello, 
are you reading your newspaper right 
now?" Otherwise, it's the old apple- 
orange bit. 

In addition to these semi-annual 
"Households reached by radio and 
tv" reports, the Richmond newspapers 
also trot on unsuspecting prospects 
an elaborate study, made in 1959. 
called "The Climate of Persuasion." 

Interviewees in this study were 
asked to rate radio, tv. and newspa- 
pers on a whole Boy Scout list of 
virtues I friendly, truthful, careful, 
unprejudiced, moral, intelligent, 
cheerful, courageous, etc.). 

It should surprise no intelligent re- 
search man that newspapers won 
handily on almost every score (see 
charts at left). However, there are 
(Please turn to page 60) 





30 july 1962 


P Martin L. Nierman, exec. v. p., Edward lVtry, gives 
spurring evaluation of medium's future and significance 

W Predicts 25% leap in television homes by 1970 due 
to population explosion and program improvements 

In an editorial publisher earlier 
this month i"\*eded: More Dream- 
ers," 9 July), SPONSOR editors be- 
moaned the lack of artieles, speeches, 
and statements on the subject "The 
Future of Tv." We asked that quali- 
fied industry leaders send us their 
predictions. Almost at the same time 
of the request, such a speech was be- 
ing delivered by Martin L. Nierman. 
executive vice president, Edward 
Petry & Co., before the Virginia 
Broadcasters Assn. Niermans crystal- 
ball subject: "Broadcasting, 1970: 
Double the Revenue. Far Greater 
Stature." Excerpts of his talk are 
printed below. In future weeks, SPON- 
SOR will publish similar articles on 
the predictions of broadcast leaders. 

and to have this dramatic evidence of 
television's universality. However, 
these figures are perhaps more im- 
portant in that they furnish another 
forceful reminder of the altered status 
of our medium. 

There is a familiar pattern in the 
development of all media. At the be- 
gianing rates are high when com- 
pared with early audiences. Thus 
media cost-per-1,000 always is high 
at the start. Then it declines for a 
period until audience growth begins 
to level, after which it starts upward. 

In the print media these develop- 
ments took many years. If we take 
the index for leading magazines be- 
ginning with 1920 we find that cir- 
culation rose faster than costs for 

thirt) years i ighl up to L950. In thai 
year, before television was a majoi 

factor, costs took over and as we 
know magazine cost-per-1,000 ha*. 
continued to rise ever since. 

IVle\ ision lias telescoped these de- 
velopments into fifteen incredible 
years. If our industry adheres to the 
pattern of older media we face a long 
term trend in which rate increases 
will exceed audience growth. Does 
this mean that the prophets of gloom 
who have been shouting that ''tv will 
price itself out of the market*' for all 
these years are at long last about to 
be vindicated? Not at all. Although 
the free and easy days of soaring set 
counts are long gone, we have not yet 
begun to tap television's full poten- 
tial. If we recognize the challenges of 
this new maturity and work harder at 
expanding the medium's values, there 
is no reason to fear that the sacred 
cow of cost-per-1.000 will be any 
more troublesome in the future than 
it has been up to now. 

Of course it's absurd to equate 
print impressions with sight, sound, 

I m not here to tell you how well 
we're doing. You know. The figures 
you work with in your day-to-day 
broadcasting lives make it very clear. 
But like every successful business, we 
in broadcasting must periodically 
take a long, realistic look at the fu- 
ture. What are the long-term pros- 
pects for television? 

What new factors will be important 
in the continuing growth and prog- 
ress of broadcasting's economy? 

The other day I came across a 
squib in the New York Times which 
reported census figures showing that 
tv homes outnumbered telephone 
homes — 16.000.000 to 42.000,000 in 
1960. Somehow this item impressed 
me more than most of the elaborate tv 
growth charts I've seen. After all Mr. 
Bell's brainchild has been around for 
85 years, and ten years ago there 
weren't 1 million sets in the whole 
country. It's certainly heartwarming 
to be ahead of AT&T in something. 

Nierman's predictions for tv by 1970 

1. Tv homos up with population rise 

2. More sets-in-use with hotter programs 

3. Mobility-portables 

4. More program time (24 hours) 

5. More varied and exciting programing 

6. Approaehing color breakthrough 

7. Upsurge in multiple set homes 

8. Ad volume to double, to S3 billion 

9. < I'M win climb higher 


30 july 1962 


and motion impact, but even on a 
cost-per- 1,000 basis television is a 
much better buy than either magazine 
or newspapers right now. During the 
fifties in spite of all the hand-wring- 
ing about the "high cost of televi- 
sion," our medium s cost-per-1,000 
dropped 40' < . while magazines rose 
36% and newspapers went up 33%. 
So, if we are now embarked on a ris- 
ing curve for cost-per-1,000, we are 
starting from a lower base than our 
principal competition and there is 
every reason to feel confident that 
television will continue to hold this 
important advantage over the long 

We've heard a great deal about the 
population explosion in recent years, 
and we are in the midst of one in the 
U.S.A. According to authoritative re- 
cent projections, our population will 
increase by 19% during the sixties — 
that's 34 million more Americans by 

Let's see what this means in terms 
of your own situation. Virginia, ac- 
cording to these forecasts, will gain 
population at very close to the na- 
tional rate. In 1960 the state was 
14th largest, and in 1970 Virginia 
will still rank 1 1th among the fifty in 
spite of the fabulous growth statistics 
we've been hearing about in some of 
the newer population centers. The 
state will add more than 700.000 peo- 
ple — the equivalent of another good 
sized tv market. Since tv saturation 
is only 84% in your state and since 
it is bound to climb higher, the com- 
bination of tv and population growth 
can be expected to add at least 
200.000 new homes to your stations' 
coverage during this len-year period 
—a hefty 25% plus. 

The older media cannot depend on 
this built-in growth. For example. 
during a recent five-year period. 
newspaper circulation increased onl\ 
1% while the population rose by 
nearly l() f ', '■ . 

Over and above the increases in set 
counts are the gains we can reason- 
ably anticipate in i\ sets-in-use. 
\\ holesale population growth is being 
accompanied bj far-reaching changes 
within the various age groupings. As 
we .ill know, younger families are the 
strongest lv fans. These families are 
<\ur i<> increase at a much faster rate 

Martin L. Nierman 
exec, v.p., Edward Petry 

than the older age brackets. Accord- 
ing to some authorities, half our en- 
tire population will be 25 or under by 
1965. The products of the post war 
baby boom will soon be forming 
families of their own. These young- 
sters who cut their teeth on "Howdy 
Doody" and "Kukla Fran" represent 
the most tv oriented group of all, and 
we can count on them to raise the 
total level of viewing. 

As this "tv generation" comes of 
age, its parents who were part of the 
heavy viewing younger families of 
the fifties will be moving into the 
older age brackets. There is every 
reason to expect that the long-estab- 
lished merlia habits of these people 
will remain fixed. The result should 
be an increase in sets-in-use among 
older families, the groups which here- 
tofore were below average in t\ eon- 

Another thing we've been hearing a 
great deal about these days is auto- 
mation and its corallar\. increased 
leisure time. For the long term this 
trend is expected to accelerate. This 
'•.in be another major plus for our 
medium. Kvery stud) on the subject 
shows that when people have more 
free time the\ \ ieu more. Of course 
we must hope that the growth of au- 
tomation does not result in all loo 
much leisure — we need viewers with 
paychecks who are prospects for our 

advertisers' products. 

Television's increasing mobility will 
become more important in view ofj 
these changes in our living patterns. 
New and better portables will be go- 
ing along on week-ends, moving out 
on the patio, and joining in on trips 
to the beach and picnics, the areas 
where today radio rules unchallenged. 

As leisure time increases, television 
will have to provide more program 
time. Potential viewers will stay up 
longer, and be available at odd times. 
In the not-too-distant future quite a 
few stations will be extending their 
schedules beyond today's average 13- 
hour day. Before too long 24-hour a 
day operations may well become as 
commonplace in television as thev are 
now in radio. This fresh challenge 
to programing ingenuity will afford 
new opportunities to attract the cas- 
ual viewer and significantly raise the 
total level of viewing. 

Not only will we have more pro- 
graming time but more varied and 
exciting programing. The recent his- 
tory-making achievements of our as- 
tronauts which provided so manv 
great television moments are also a 
dramatic reminder that in the space 
age our medium is on the threshold 
of revolutionary technological break- 
throughs. Surely the decade in which 
man is expected to reach the moon, 
can also produce the satellite technol- 
ogy which will make international 
television a reality. What will the 
ratings be for live coverage of a 
Coronation, a Summit Conference, 
the 01\ mpic (lames and scores of oth- 
er events of world-wide interest. In 
addition to these big stories, the new 
scope of the medium will encourage 
the infusion of some of the top tv 
products of other nations. This broad- 
ened programing spectrum should at- 
tract more viewing from todays 
lighter viewers and serve to increase 
overall sets-in-use. 

\nd these new programing hori- 
zons w ill be coming up in the brilliant 
hues of living color. In our disap- 
pointment over the rather slow rate 

of color telev ision development, some 
of us may have lost much of our 
original enthusiasm for its tremen- 
dous potentials. Yel these remain un- 
diminished, and today we are much 
i Please turn to page 60 I 



30 JULY 1962 

Media people: 

what they are doing 

and saying 


Revving up for the onslaught of Call buying has resulted in a 
1 » i t of agency hopping a* >sell as a EeM changes in who's handling 
what accounts. Vmong them: A I Kalish. aow buying for Roi-Tan 
Cigars and Dual Filter Tareyton at Gumbinner after two years at Foote, 
(lone. & Belding where he handled Contac and Imperial Margarine . . . 
Martha Panella, who bought Eor Sealtest, Whitman's Chocolates, Phar- 
maco, and John H. Breek products at \\er. Philadelphia, is now with 
MacManus. John and Adams. New York, buying all media for Dow 
Chemical, 3 M's, Good Humor, and Van Munching Imports (Heineken's 
beer) . . . Stella Porter, who spenl over fixe years at Bauer & Tripp, 
Philadelphia, and. more recently, only three months at Wermen and 
Schorr, that eitv. i- now with \l Paul Lefton, also in the Quaker Cits, 
huvinii time for Seabrook Farms, White Rose Tea and General Baking 
l both New York and Northern divisions). 

ISLAND hopping kept Gumbinner's Anita Wasserman happy during recent vacation. 
She's shown here sailing (with boat owner) to Buck Island, St. Croix. 

.Nick Imbornone, SSC&B, New York, has taken over the buying 

chores for Pall Alall and American Tobacco's newest entry in the men- 
tholated cigarette competition, Montclair. I ntil two week- ago the 
accounts were handled In Mike Cambridge, who has left the agencj 
. . . Buying now for Nick's former accounts — Duih-Mott. Lipton Tea 
and Whitehall Pharmaeal (Bisodol Mints. Infra-Rub) — is Bob Bridges. 

Speaking of Bob Bridges, we're reminded of the old saw aboul 

visitors t" New ^ ork who claim "it's a nice place to visit hut not to live. 
Bob, who started as a timehuyer for SSC&B, returned there just two 
weeks ago after trying the selling end of the business for a year and a 

{Please turn to jxif:e 11' 

Ac ^_ i^o f A.dvet*tfi$ei?5 


$r it kiuutm that: 

/ / vfjen Uivnuf \icfc to 

SCanaaa (Lxh\ 

One ^ <Weff 

c tO • 

to make v*_ no 5 



at i§e 



J\ome of Ac ^wf^e 


Irv. Schwartz 


30 july 1962 




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

Regional News Sports D Weather 
Commentary 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 ' roB ^- cco 

SRDS listing; Consult John J^Ks^J 

E. Pearson Co. for details, radio network 


WEEKDAYS 5 to 6:30 PM 

HAS the Adult 




Average Shore of Audience 


Nielsen Feb '62 




* * l. i » *- r 


(Continued from page 43) 

half at Christal. On the other hand, there's Harry Durando, former 
Lennen & Newell and Donahue & Coe timebuyer who seems to be enjoying 
the business from the seller's side now. Last week he joined H-R from 
Hollingbery where he acquired his first zest for selling. 


It's rough, of course, hut there conies a time when a timehuyer 
has to tear away from life's little pleasantries like work sheets, com- 
puters, sparkling presentations, and smiling rep faces and hie off for 
some vacation spot. Among the current "sufferers:" Gumbinner's Janet 
Murphy, at Lake George, N. Y.; Zlowe's Lyn Diamond, at Blue Hill, 
Me., and BBDO's Hope Martinez, at Miami Beach. 

Happy to he hack at work, however, is Martin Foody of Bates who 
spent a week at Rockaway Beach sifting sand, so the talk goes (or was it 

gathering mermaids?) 
week European tour . 
three weeks in Europe 

GREY'S Joan Shelt tails things over with Allan 
Reed, one of the agency's media planners 

. Bill Kennedy, also of Bates, after a three 
Dorothy Glasser, KHCC&A who also spent 
. Gumbinner's Anita Wasserman, after two 
weeks island hopping (a 
sport she picked up like a 
recurring fever, a couple of 
years ago) from St. Martin 
to St. Croix. 

The Corner pays its 
respects this week to Joan 
Shelt who is doing a man- 
sized job of buying time 
for Grey, New York, on 
Ward Baking (see "The 
Order Is In: What Next?." 
sponsor, 16 July), Block 
Drug, Park & Tilford, Nor- 
ex Laboratories and Palm 
Beach Co. Joan, who hales 
from Cincinnati, was grad- 
uated from UCLA. Before 
joining Grey this year, she 
spent more than six years 
with J. Walter Thompson. 
Between Grey and Thomp- 
son, however, she took a 

year's hiatus from the timebuying world to wander around Europe. 

Some of the people around Madison Ave. are wondering: Why 
hasn't Herh Weher, WHN, New York, sales manager, kept his promise 
to play golf with Esty's Jack Nugent? 

Ed. note: This marks the first issue of Timebuyer's Corner to be edited 
by Ruth S. Frank, a sponsor associate editor since July 1960, and a 
former newspaper and radio columnist. She welcomes ideas, comments, 
and contributions. ^ 



30 july 1962 


(Continued from page 29) 

volving all those services and prod- 
ucts which a motorist constantly re- 
quires "and which can best he sold 
to him while he is at the wheel ol 
his car by means of spot radio." 

\\ ith an eye toward racking up 
the best possible Lineup of video fea- 
tures for the second half of the year 
which, of course, would include the 
'63 models, the auto makers have 
bought on CHS TV as follows: (Re- 
newal) Oldsmohile, alternate week 
of hour-long Garry Moore Show, via 
D. P. Brother & Co.; Chevrolet, week- 
ly half-hour. Route 66 through Camp- 
bell-Fwald. and Studehaker. alternate 
week half-hour, Mister Ed, through 
D'Arcy Advertising. Although not 
finalized as vet. it is expected that 
Ford will renew its sponsorship of 
four Leonard Bernstein-New York 
Philharmonic Concerts, through Ken- 
von & Kckhardt. New automotive 
business at CBS TV: Ford bought 
partial sponsorship of NCAA Foot- 
hail Games and has renewed but in- 
creased its partial sponsorship (from 
1 i to :, s) of NFL Football Games, 
and the Sports Spectacular series. 
Agency for sports programs is J. 
\^ alter Thompson. 

Auto sponsors on ABC TV this fall 
include Chevrolet, through Campbell- 
Ewald. on My Three Sons: Pontiac, 
via MacManus, John & Adams, on 
Our Man Higgins: Lincoln-Mercury, 
via K&E. on American Football 
League; Trailblazers, Wagon Train, 
Hawaiian Eye, Gallant Men. 77 Sun- 
set Strip, Ben Casey. The Sunday 
Sight Movies, Stoney Burke and 
Palmer-Player Golf (starting Janu- 
ary i : Plymouth-Valiant-I)e Soto, via 
Y \\ . Aver & Son. on Untouchables. 
Ozzie & Harriet and Roy Rogers-Dale 
Evans Variety Hour; United Motor 
Service through Campbell-Fwald, on 
Wide World of Sports and Orange 
Bowl Game. 

Bill Mullen. ABC v.p. told SPONSOR 
that while automotive sponsors gen- 
erally made their buying decisions 
earlier this year, there are several 
budgets that will probably still come 
in for the fall. These, he thought. 
would mainly be short term cam- 
paigns around new car announce- 
ment time. Mullen said most auto- 
motive sponsors this fall are staving 
in the traditional program categories. 
Most are heavy in one or two night- 

time program- and sports, with a few 
scattering their sponsorships in a 

number of shows, according to 


\- indicated in the sidebar story 
on automotive color tv pickups this 
fall. NBC TV has more big-three 
I (General Motors, Ford and Chrysler) 
motor car business than the other 
two networks combined. It is esti- 
mated that in time alone, the Detroit 
car builders are investing more than 
s.-.(. million on NBC-TV to pu,h the 
sale of new cars. With time and 
talent. \BC TV will rack up a $50 
million figure. In addition to the 
color tv programs which car makers 
have bought on NBC TV, Ford has 
alternate week sponsorship of Ensign 
O'Toole, Chrysler has a flock of one- 
minute buys on Saints and Sinners, 
The Eleventh Hour. Ford also has 
one-quarter sponsorship of the NFL 
football championship game at the 
end of the year. 

Currently on the air at CBS Radio 
are these automotive sponsors: Chev- 
rolet — Weekend News with Robert 
Trout and Allan Jackson; Oldsmobile 
— Lowell Thomas with the News, five 
evenings a week; Guardian Mainte- 
nance Automotive Service — News 
and Dimension programs; Valiant — 
saturation campaign, News and Di- 
mension; Rambler sponsored the two 
manned orbital space shots in Feb- 
ruary and May. 

George Arkedis, v.p., Network 
Sales, CBS Radio, pointed out the 
affinity between automobile advertis- 
ing and the 48-million radio-equipped 
autos on the streets and highways. 
He said this affinity means car ad- 
vertising will continue to be more 
and more of a source of revenue for 
broadcasting and likely to increase. 
On ABC Radio, there's Rambler 
with Weekend News; United Motors 
will sponsor Tom Harmon Sports 
Show starting 1 September, and Col- 
lege All-Star Football Game on 3 
August: Guardian Maintenance is 
backing Weekday News and Week- 
end Sports. 

Jim Duffy, v.p. in charge of sales 
for ABC Radio, said he was expect- 
ing more automotive business in the 
fall "because of the ever increasing 
awareness that the best time to sell 
the product is to a man while driving 
his own car." DufTv said this was 
also borne out by Gail Smith, adver- 
tising director of General Motors. 

SPONSOR • 30 JULY 1962 

who made a Bimilai statement recent- 

NBC Badio also was anticipatii 
a lluii\ of additional automotive 
business. Meanwhile, it was present- 
ing \merican Motor- on weekend 
Monitor News on the Hour and 

Chevrolet on Sews on the Hour, 
Monday through Friday. Chrysler 

Bigned for half-sponsorship of Blue- 
Cray Football Game and the I!..-. 
bowl Game at the end of the year, 
and Ford signed for one-ipiai tei 
sponsorship of Pro Championship 
Football Game on 30 December. 

The dope from Detroit indicates 
that when the '63 models are un- 
veiled, the American motorist will he 
struck largely by styling changes. The 
changes, it appears, will be predomi- 
nately visual, covering the gamut 
from radical to modest. Additionally, 
Detroit plans to add more models to 
its present crowded lineup. 

Engineering-wise, the '63 models 
will be substantially those of '62. 
However, there will be some "im- 
provements,"' according to automo- 
tive trade reporters who have peeked 
under hoods. Observers in the indus- 
try say the big engineering changes 
won't come about until the '64 models 
leave the drawing boards. 

Some of the new models, it is re- 
ported, will extend the period be- 
tween greasing and oiling changes to 
some 36,000 miles, a factor which 
should depress the oil/gas industrv 
considerably. Chrysler, which has 
slipped considerably in its share of 
the U. S. new car sales, will do the 
most extensive restyling job among 
the American car makers. General 
Motors will attempt to siphon off 
some of the Thunderbird business 
with a brand-new r Buick Riviera. 
Chevrolet will do likewise with a 
Corvette model. Plvmouth also will 
try a Thunderbird-Iike top. Vnd 
many motorists are already familiar 
with Studebaker's sensationally-differ- 
ent Avanti which was introduced re- 
cently. Happily, the Detroit motor 
car sales departments are indeed en- 
thusiastic over '63 styling changes. 
The men who sell the cars, it Beems, 
work up more genuine "gfee whiz" 
over styling changes than they do 
over engineering advancement- or for 
that matter, safety development-. 

It is predicted by lutomotivc 
Sews that the "63 goodies should ar- 
rive in the showrooms bearing vir- 


tually the same price tags as those 
of '62. "GM is the prime factor in 
any discussion of '63 prices," said 
the industry newspaper. "If GM 
doesn't jack up the ante, it is diffi- 
cult to sec how any other producer 
can do so. And observers don't ex- 
pect GM to challenge Washington by 
hiking its prices. Il is expected that 
any price alterations for 1963 will be 
in the nature of equipment changes 
... if the auto industry holds the 
price line, as expected, it will be the 
fourth straight year without an ap- 
preciable increase." 

The public will get its fust view of 
the '63 models the latter part of Sep- 
tember, about the same time the first 
of the '62s were unwrapped. Stude- 
baker will unveil on 27 September. 
All of the new models of the Dodge 
Custom 880 with one exception will 
be seen before the opening of the 
44th annual National Automobile 
Show in Cobo Hall. Detroit 19-28 
October. Also scheduled to reveal 
their new offerings the latter part of 
September are Chevrolet. Ford Divi- 
sion and Lincoln-Mercury. It was 
indicated by Henry Ford II that there 
may be a delay in unwrapping his 
firm's '63 models because of the re- 
cent strike. Consequently new Ford 
Motor cars may not be seen until 
early October. Debuts of the Chrys- 
ler, Dodge and Plymouth lines are 
-c heduled for late September or per- 
haps early October. Also, early Oc- 
tober debuts are slated for American 
Motors. Cadillac. BuicL Pontiac and 
( Mdsmobile. Previews foi dealers 
starts in mid-August and continue 
through the belter part of September. 

What kind of a half-year lias it 
been for petrol wagons and what is 
the upcoming sales picture? Henry 
Ford II, along with many of his col- 
leagues in Detroit, is remarkably 
optimistic. They are confident de- 
spite the recent stock market break, 
lord, for example, told dealers re- 
centlj that the last six months of 
this year should be good. "Projec- 
tions for the third quarter indicate 
it will be as good as last year, and 
that the fourth quarter will be even 
better," Ford said. 

Ford and oilier leading figures in 
I ) ( -t i < > i i have bc.n predicting that re- 
tail auto sales should reach about 
seven million units thus making 1962 
the second-best year in automotive 
histoi j . Detroit statistii ians last 
week said that new car -ale- iluriniz 

the first 10 days of July were the best 
for the period since the record level 
of 1955. Sales came to 141,611 do- 
mestic made units, equivalent to a 
20,230 daily average that with no 
difficulty passed the post-1955 peak 
of 18,400 daily set in the same period 
of 1956. 

Ford Motor Company dealers, ac- 
cording to Ward's Automotive Re- 
ports, captured 33.1% of the first 10 
days of July market with 45,925 
sales, higher than last year at this 
time. General Motors dealers sold 
70,457 for a 40.?/ i share, also 
higher than last year. Chrysler had 
a 10.3% share. American motors 
had slightly more than 5%. Stude- 
baker sales came to 1.6%. But de- 
spite the bright outlook for air me- 
dia, both radio and tv station reps 
and individual station sales forces 
will have to continue their vigorous 
educational campaigns to inform lo- 
cal car dealers of the potency of spot 

In order to get more automotive 
spot business, the dealers must con- 
tinue to be wooed at the local level. 
Informed sources insist that until car 
dealers go on record for spot busi- 
ness, the daily newspapers will "reap 
the rewards of constant sales efforts 
among dealers," as TvB observed re-- 

Targets for the stations seeking 
this type of business are dealer as- 
sociation officers, zone managers and 
the regional offices of ad agencies, in 
particular J. Waller Thompson. Ken- 
von & Eckhardt, N. W. Ayer, BBDO. 
Young & Rubicam, Geyer, Morey and 
Ballard. ^ 


(Continued from page 32) 
etc., in exchange for which il has 
gotten what Green considers "a vast 
improvement in the quality of re- 
search material, input data much 
better because of this t\vo-wav com- 

Serving Green in this operation is 
a supervisor of the media research 
unit, four senior analysts I who di- 
vide all agencv accounts among 
them), three junior analysts, a cover- 
age group consisting of a senior and 
two assistant-, a chartist, a minimum 
of one to two agencj trainees at anj 
given period, and a pool of secre- 
lat ies, iv pists, etc. 

\\ lib media selection \ ia comput- 
ers looming large in agenC) think- 

ing today, the media research unit's 
major project at present is the match- 
ing up of media data with marketing 
data to see if objectives are being 

Separate from media research at 
Thompson, yet bearing uniquely 
upon it, is the department of devel- 
opmental research, a vital arm of the 
marketing department. It is this 
unit which does the agency's orig- 
inal, exploratory research. Headed 
by Jack Landis, who reports directly 
to Don Longman, vice president in 
charge of marketing research, the de- 
velopmental unit is presently study- 
ing ways of going beyond today's 

"It's tomorrow we're measuring," 
says Landis. 

Batten. Barton, Durst ine & Os- 
born. With the most publicized of 
media research operations, because 
of its current computer activities, 
BBDO has given a stature to agency 
media analysis of rather far-reach- 
ing significance. Media analysis is 
the muscular service arm of the me- 
dia department, established to evalu- 
ate all media situations and fully 
document media plans. It has the 
primary responsibility for implemen- 
tation of BBDO's linear programing 
system (media selection via EDP). 

Heading this vital unit is Edward 
Y. Papazian, associate media direc- 
tor, who reports directly to Michael 
Donovan, media manager, and Herb 
Maneloveg. vice president and media 
director. Papazian. who holds a 
master's degree in marketing from 
the Columbia Graduate School of 
Business, started in the agency's re- 
search department in 1955, was made 
project supervisor (here in 1956, 
transferred in 1959 to the media de- 
partment as manager of media analy- 
sis. In L961. he was named associate 
media director in charge of media 
analysis and planning. 

Foote, Cone & Belding. At FC&B, 
media research falls into the larger 
area of media service-. Media serv- 
ices is a full-bodied unit ol the media 
department, headed bv Edward I. 
Par/, who is important!) involved not 

oiilv in media research acliv ities but 

in estimating, media relations, and 
administration. Bar/ had worked in 
the promotion, research, and ac- 
count handling department- ol such 

agencies as McCann-Erickson, Kate, 

and Deutsch and Shea before joining 
Foote. Cone & Belding in 1957. 



30 JULY 1962 

Reporting to Barz is Bett) \na 
Morse, media research supervisor. 
Entirel} separate from the general 
research department, Mrs. Morse - 
media research group conducts origi- 
nal and experimental research studies 
of the effectiveness of various media, 
media units, and scheduling tech- 
niques. Its day-to-da) (unctions, 
however, are both complex and di- 
\iiiniK the more important 
of these: 

1. To compile and analyze ratings 
of clients' broadcast schedules, com- 
pute cost-per-1,000, estimate future 
ratings of broadcast purchases, and 
prepare reports of competitors' ad- 
vertising expenditure- and media 

2. To compile and analyze print 
readership studies, estimate reach and 
frequent v of media plans, compile 
estimates of expenditure- of new 
business prospects, and allocate cli- 
ents" expenditures 1>\ sale- areas for 
advertising -ales analyses. 

3. To compute advertising impres- 
sion- data for media testing, analyze 
resean h studies prepared by other or- 
ganizations, and provide coverage 
and circulation data for broadcast 
and print media by am geographic 
and demographic area required. 

1. To allocate preliminary bud- 
gets b) sales area and deographic 
groups for comparison with sales and 
product data, and prepare reports on 
trends, availability, importance, etc., 
of various specialized media, such as 
color t\. ethnic and specialized media. 

"i. To obtain samples of broadcast 
and print advertising of competitors 
and new business prospects, evaluate 
syndicated research services, and 
maintain files of all available media 
research material. 

In Chicago: 

Leo Burnett. Media and program 
analysis at Burnett i- an integral 
•part of the media department, func- 
tioning both horizontally and verti- 
cally In addition to being a staff 
section of media (as are the media 
ounl groups), it functions as a 
line operation, with media research- 
belonging to the account groups. 
providing what its supervisor, Dr. 
Seymour Banks, calls a '"rational and 
factual approach to media planning." 

Burnett invest- about $200,000 an- 
nualh in all the published research 
services, developing from these an 
evaluation of the patterns of media 

duplication "to the point where vn 
cm estimate the rea< h and frequent j 
for a four-week period on anj given 
Bchedule." Burnett- media research, 
howevei . is not limited to a planning 
tool but i- considered pari oJ the 
total -teuai dship ot accounts. I he 
agency's executives are kept abreast 

of all the agenc) media -Indie-, and 
are advised of media developments 
as thej occur. Originating recent!) 
in the media research section are 
such studies as "T\ Audience Pro- 
files," "Men Beat lied b) \ctuoik 

Programs," "Performance of Leo 

Bui netl Nighttime Network I v Pr< 
ei ties," '"Mow to < ommunh ate m ith 
the Negro Mai ket" and "I rends in 

Media < OStS." 

\ 1 1< it I n i pi ime 1 1 j 1 1 « i I Bui 

netl - media le-eaieh -ei I ion i- to 

-ei \e a- the agent j 1 1 aining gi ound 
loi all non-writing personnel. "Here 
ti ainees see media applied to spe< 
ma i k ei in g pi oblems, -av - Dr. 
Banks. "This, actuall) . is the work- 
ing principle the prevailing philos- 

Oph) -It I .eo Kill licit. 

I )i . I!ank- himself was an assoi i 
ate professoi ol marketing al Chi- 

Jerry Sprague, of Cunningham & Walsh, joins the Tricorn Club 

Actually, he's belonged for years. Just never got around to being "hatted." 
He's belonged because Jerry knows North Carolina's No. 1 metropolitan market 
is that combined three-city "tricorn" . . . Winston-Salem, Greensboro. High Point. 
Jerry and other media experts know it's first by those basic marketing yardsticks 
of population, households and retail sales. Now, how can a sales-minded spot 
TV schedule afford to omit the No. 1 metropolitan market in the state that is 
12th in population? Big bonus, too — of 14 other thriving cities and lush farm 
country. All covered to their eyes and ears by WSJS Television, night and day. 
P. S.: Stumped for a test market — isolated, balanced, inexpensive 7 We take 
orders of all sizes. 

Souice U 5 




30 jily 1962 


cagos DePaul University when he 
was called in, at the request of a Bur- 
nett client, to work on a special re- 
search project in 1951. Prior to this 
he was a metallurgist at a Gary. 
Ind. steel works. Dr. Banks holds 
two advanced degrees, an MBA 
(1942) and Ph.D. in marketing 
(1949) from the University of Chi- 

Needham, Louis and Brorby. Me- 
dia research at Needham, Louis is 
also part of the agency's media de- 
partment. And, as with Burnett, it 
is integrated with account work from 
pre-planning stages on, working 
closely with the agency task force 
units (account teams) and the other 
departments allied with media, such 
as the broadcast facilities and tv-ra- 
dio program departments. Its activ- 
ities are threefold: 

1. To appraise media studies pro- 
vided by the various media. 

2. To work with published sources. 

3. To study competitive account 

At present, little original research 
is carried out at Needham, Louis. But 
L. Thomas McMurtrey, director of 
the media research unit, has plans 
for a future project, now under in- 
vestigation: a thorough audience 
composition evaluation. 

McMurtrey, who holds a master's 
degree in business administration 
(with a research major) from the 
University of Indiana, was — prior to 
joining NL&B — a price economist 
with the Bureau of Statistics in Wash- 
ington. Reporting directly to Blair 
Vedder, Jr., vice president and media 
director, McMurtrey has been with 
the agency for nine years, was a 
member of the general research de- 
partment for five. His position at 
present is on the same level as that 
of the media supervisors. He is as- 
sisted by a full-time staff of four. 

Post, Morr, Gardner. Here, media 
research is a separate entity entirely, 
on a par with the market research de- 
partment. Its director, Dr. Ho Sheng 
Sun, deals at the account supervisory 
and executive level, reporting direct- 
1) to Carl M. Post, president of the 

Dr. Sun, who has I urn with agency 
for two-and-a-half years, devotes 
aboul 70% of his time to one ac- 
i "nut, Schlitz Brewing (Old Milwau- 
kee brand). His duties fall into sev- 
eral general categories, which he out- 
lino tlii- wax : 

1. Media evaluation. ("But before 
considering media evaluation," he 
points out, "the account should have 
clearly defined marketing objec- 

2. Media proposals. When an ac- 
count enters a new market, Dr. Sun 
determines the best station or sta- 
tions, according to marketing objec- 
tives, budgets, rating points, and sales 

3. Media schedules. Here, he re- 
vises media budgets according to 
competitors' budgets in specific mar- 

Prior to joining Post, Morr (under 
the agency's former corporate name, 
Gordon Best), Dr. Sun spent five 
years with the Toni Co. as manager 
of media research. He came to this 
country from his native Shanghai, in 
1947, to work on his master's degree 
in economics at Michigan State Uni- 
versity. He received his Ph.D. in 
economics and agricultural econom- 
ics in 1954. Sun's wife is also a 
Ph.D. — in mycology — and is present- 
ly teaching at the University of Chi- 
cago medical school. They have a 
three-and-a-half-year-old son. 

Dr. Sun feels there is a serious 
lack of qualified personnel in media 
research today. This is due, he says, 
to a lack of training in the field, 
which — in turn — is due to a lack of 
recognition of the importance of me- 
dia research by the industry itself. 

"Too few advertisers stop to exam- 
ine changes in media," he says. "They 
continue the same patterns, year-in, 

There are two specific additions to 
media research, on a national basis, 
that Dr. Sun would like to see. First, 
more comparative information on ra- 
dio. Secondly, a central organization 
to concentrate on, and dissiminate 
data regarding, overall media expen- 
ditures. ^ 


(Continued from page 38) 

ing. The average net profit is $6,000 
on each $1 million billings. BCH 
estimates their operation can cut 
costs 40%, thus adding $4,000 to the 

The specific accounting saving is 
more tangible than some of the other 
savings, the report continues, but all 
are significant in terms of profit and 

Analysis of the actual time spent on 
each detailed step — is divided into 
two major activity classifications: (1) 
entering the spot broadcast order and 
(2) billing involved with that order. 
1. Entering the broadcast order. 
The agency processing under the cur- 
rent system consumes 20.95 minutes 
per spot radio or tv order; the rep's 
time totals 20.05 minutes; the sta- 
tion's 18.70 minutes. 

The centralized system requires 
9.70 minutes by the agency, 10.35 
minutes by the rep, and 9.25 min- 
utes by the station. Thus the saving 
in entering a single order is 11.25 
minutes for the agency. 9.70 minutes 
for the rep and 9.45 minutes for the 
station (see chart this page). 

2. Billing for spot broadcast. The 
agency allots 9.45 minutes for each 
invoice received. The representative 
requires 66.35 minutes for processing 
each commission statement; the sta- 
tion spends 6.33 minutes processing 
each invoice. 

The simplified method requires 
.108 minutes by the agency for each 
invoice item, with one standard in- 
voice covering all stations. The rep- 
resentative processes the billing in 
6.48 minutes per station, receiving a 
single commission check and state- 
ment covering all stations. The sta- 
tion also has a time saving, down to 
2.65 minutes per invoice item with 
one billing covering all items. 

Thus, in billing the agency cuts its 
time by 9.342 minutes or 99% : the 
rep. 59.87 minutes or 94% ; the sta- 
tion. 3.68 minutes or 58%. 

The report found a wide range in 
agency patterns as to the number of 
spot orders processed for each SI 
million in billing. It uses a typical 
pattern for a major agency, which 
estimates it processes 4.000 spot or- 
ders for each $1 million in billing, 
to trace a specific example of bow an 
agency saves time and money with 
new billing methods. 

Here's what happens in cost anal- 
ysis of 4.000 spot orders on SI mil- 
lion worth of spot billing. 

Each order requires an average of 
four invoices. Agency personnel pro- 
cessing the buys and billing work a 
seven-hour day with one hour for 

Entering the order takes an agencj 
20.'»5 or 21 minutes. For 4.000 or- 
der-. 84,000 minutes or 1,400 man- 
i Please turn to page 60) 



30 JULY 1962 

IV hy it pays 

/& advertise your station 

in a broadcast booh 


X here's nobody better quali- 
fied to advise you how and 
where to invest your national ad- 
vertising dollars than your own 
national representative. 

He'll tell you that the time- 
buying system really works. 
Which means that at any of the 
top 50 (or top 100) advertising 
agencies placing national spot 
business the recognized time- 
buyer, backed up by his super- 
visors, decides which stations get 
the nod. Sure, there are excep- 
tions to the rule. Of course there- 
are some account executives and 
ad managers that exert a heavy 
influence. But, by and large, the 

timebuyer is king. 

Reaching the timebuyer, and 
the other men and women who 
strongly influence a spot buy, 
is a job for a specialist. That's 
why the several thousand time- 
buyers (by job title and job 
function) who buy national spot 
read the broadcast books. More- 
over, they rely on them. They 
rely on one or two favorites al- 
most to the exclusion of all 

Buy broadcast books to give 
your national campaign impact 
where it will do the most good 
... at least cost. 

a service of 


sponsor • 30 JULY 1962 




Mutual board 

(Continued from Sponsor Week) 

of MBS station relations, and D. J. 
Cox, assistant treasurer of Mutual. 
Re-elected to the board, in addi- 
tion to Buetow, Hurleigh, and 
Verstraete, were the following 3M 

i... .. _- _^ - o 

executives: Bert S. Cross, executive 
v.p. graphic products; J. C. Duke, 
executive v.p., sales administration; 
I. R. Hansen, treasurer; C. B. 
Sampair, executive v.p., tape and 
gift wrap products, and R. H. Tucker, 
secretary. Carlos W. Luis, 3M at- 
torney, was named secretary of MBS. 


All stops in tv-advertising-agency 
protocol will be pulled in an upcom- 
ing WGN-TV, Chicago panel show. 

Called "Mid America Marketing on 
the March" and set for 6 October, 
the history-making show involves 
some interesting switches in usual 
roles: (1) it will be sponsored by an 
agency, Wade, but without commer- 
cials; (2) stars will be heads of some 
of the top tv-oriented companies in 
the country, who usually do the 

Some of those gathering to dis- 
cuss the down-to-earth approach 
which characterizes midwest mar- 

REMINISCING on her 20th anniversary with Crosley Broadcasting is Ruth Lyons, star of WLW 
radio and tv, Cincinnati, "50-50 Club." Above reading some of hundreds of congratulatory 
messages are (l-r): Steve Crane, radio sales mgr.; Dave Strubbe, tv sales mgr.; Robert E. Dun- 
ville, Crosley pres. who presented Miss Lyons a watch; Miss Lyons; tv v.p. John T. Murphy 

Providence gen. mgr. laughs with losing 
pitcher Joe Dougherty, gen. mgr. of sister tv 
station after Softball clash between stations 

WELCOME to Lola Lucas, the Muscular 
Dystrophy Poster Girl, in town to attend a 
"Carnival for MD," from Deputy Dawg 
and Miss Connie of WTTG-TV, Washington 

B'WANA DON DAY— By proclamation of 
the Mayor of Cleveland a special day to 
honor Storer Programs syndicated show. Here 
B'Wana entertains live WJW-TV audience 

2,000 SOGGY CITIZENS enjoyed a swim- 
ming party hosted by KQEO, Albuquerque 
morning man Tom Dunn, here with winners 
sporting "untanned" station call letters 



30 .n i.y 1962 

keting: Charles H. Percy (Bell & 
Howell); Roy Aberbethy (American 
Motors); Lewis F. Bonham (Miles 
Products); Charles W. Lupin (Kitch- 
ens of Sara Lee). 

Leading newsmen will interview 
the guests and Thomas Coulter, 
chief executive of the Chicago Assn. 
of Commerce and Industry will be 

Financial reports: P. Lorillard first 
half sales topped the quarter billion 
dollar mark at $251,061,804. Earnings 
were $10,811,837, compared with $13,- 
336 256 for the six months period a 
year ago . . . Pillsbury reports sales 
of $398 million for the fiscal year 

ended 31 May, up 8% over last year. 
Net earnings of $7.7 million were 
down from $7.9 million last year and 
earnings per common share equaled 
$3.49 . . . Consolidated net income 
of Gillette for the six months ended 
30 June was $21,512,000 compared 
with $19,714,000 for the same 1961 
period. Net sales were $136,583,000 
. . . Net sales of B. F. Goodrich for 
the first six months amounted to 
$406,018,534 compared with $370,- 
356,606 for the same period of 1961 
and net income was $14,006,266, 
down from $15,072,900 for the first 
six months of 1961. 


Daly and Samuel Novenstern to as- 
sociate media managers at Lever 
Bros. . . . Henry T. Slawek to gen- 
eral manager of foreign operations 
in Central and South America and 
Sears W. Ingraham to general man- 
ager of the European, Asian and 
African markets at Noxzema Chemi- 


The Lestoil odyssey in search of a 
New York agency has ended at the 
door of F&S&R but only after "care- 
ful screening" of 15-20 houses over 
the past two months. 
A small number of agencies were 

WORLD SERIES of Golf poster held here by Walter Schwimmer, 
originator of the series set for NBC TV showing 8 and 9 September, 
90-min. per day. Looking on is Arnold Palmer winner of I 962 Masters 
and British Open, who'll be one of the participants in the telecast 

INKING IN the contract naming Blair-TV national rep is Richard 
C. Landsman, pres.-gen. mgr. of ch. 1 3, Rochester which signs on 
the air in September. Looking on (l-r): Blair Tv's exec. v. p. Ed 
Shurick; account exec Bill Vernon; gen. sales mgr. Frank Martin 

MARKING ENTRY of WWDC, Washington, D. C, into Radio Press International's family of North American subscribers was a statement 
from FCC chmn. Newton Minow on electronic journalism. Here Minow (I) talks with R. Peter Straus (c), RPI pres. and stn. pres. Ben Strouse 


30 jiLY 1902 

invited to pitch for the $6 million 

Effective 1 December, F&S&R 
takes over from Sackel-Jackson Bos- 
ton all four current Lestoil products 
—Pine Lestoil, Sparkle Lestoil, Les- 
tare and Lestoil's Spray Starch — in 
addition to other new products. 

Readying itself for the Lestoil 
windfall, F&S&R is in the process of 
revamping its media setup. With this 
doubling of New York office billings, 
there should be a host of job open- 
ings for media people and others. 

Agency appointments: The Spatini 
Co. to Weightman, Philadelphia for 
its new Spatini Instant Spaghetti 
Sauce . . . American Savings and 
Loan Assn., Michigan, to Carpenter, 
Rau and Walters . . . Jas. H. Forbes 
Tea & Coffee, St. Louis to Clayton- 
Davis & Associates . . . Duvernoy 
Bakeries to Don Kemper . . . Rego 
Radio & Electronics Corp., distribu- 
tors of Stromberg-Carlson auto ra- 
dios, to Metlis & Lebow ... Old Eng- 
lish Pet Food, Sacramento to Resor- 
Anderson-Knapper . . . Gaylord Prod- 
ucts of Chicago to Stern, Walters & 
Simmons from Herbert Baker Ad- 
vertising of Chicago. 

Acquisition: Reach, McClinton & 
Humphrey, Boston has acquired the 
assets of the Charles Sheldon agen- 
cy of Springfield. 

Divorcement: A product conflict with 
another home-heating account has 
caused the termination of an 18- 
year association between The Peo- 
ples Gas Light and Coke Company, 
Chicago and Needham, Louis & 
Brorby, effective 16 October. 

Name change: York, Rubin & Bel- 
port, New York, is now called York, 
Belport & Wishnick. 

Top brass: Mary Ayres, management 
supervisor on the Noxzema Chemi- 
cal account, has been elected a sen- 
ior vice president at SSC&B . . . 
Philip H. Schaff, Jr. to chairman of 
the executive committee, R. E. 
(Tommy) Thompson to chairman of 
the creative review committee at Leo 
Burnett Chicago . . . Eugene Alnwick 
to head of the Chicago office of E. S. 

Sumner Corp. . . . Paul Elliot-Smith 

to president and general manager 
of Morse International and to mem- 
ber of the board of directors. 

New v.p.'s: Joseph McParland and 
Robert M. Lehman at Kudner. 

dal and Harvey Kahn to account ex- 
ecutives at Wexton . . . Edward J. 
Murphy to marketing director and 
Julie Buddy to account executive at 
Johnstone . . . Robert Zane Smith to 
creative account executive at Ket- 
chum, MacLeod & Grove . . . Gene 
Del Bianco to the account manage- 
ment group at Hoag & Provandie 
. . . James C. Voors to creative di- 
rector at Martin and Robers, Ft. 
Wayne . . . Joella Cohen to radio and 
tv director of Savage-Dow, Omaha 
. . . Duane Zimmerman to business 
manager of radio and tv for Lawrence 
C. Gumbinner ... J. Donald Cusen- 
bery to radio-tv director, John K. De- 
Bonis and John Tucci to art direc- 
tors at Hoefer, Dieterich & Brown 
. . . Edward B. Shaw to account su- 
pervisor on the Hunt-Wesson Oil ac- 
count at Young & Rubicam Los An- 
geles . . . Ray Gould to account ex- 
ecutive at Fletcher, Wessel & En- 

Tv Stations 

C. Wrede Petersmeyer, Corinthian 
Broadcasting president did some 
crystal-ball gazing on the implica- 
tions of the all-channel set legisla- 

Addressing the Fordham Univer- 
sity Second Annual Conference on 
Educational Tv, Petersmeyer pre- 
dicted that because of the eco- 
nomics involved, additional com- 
mercial uhf stations will come grad- 
ually and there'll be no rush of im- 
mediate expansion. 

Nevertheless, he pointed out three 
primary benefits that will ensue from 
the legislation: (1) permit the needs 
of etv to be met, (2) stimulate the 
early activation of some commercial 
uhf stations where a shortage of 
stations now exists, (3) provide for 
long-range expansion of the me- 

Ideas at work: 

• WABC-TV has announced the 
results of an audience reaction test 
conducted by general manager 
Joseph Stamler during May in a 
series of 44 on-the-air announce- 
ments. A total of 906 letters were 
received and whereas 14 or 1.5% 
said they disliked the station, 281 
(31%) replied it is "one of my favor- 
ites." Reaction was also polled on 
many specifics including commer- 
cials and programing favorites. 

• WNAC-TV, Boston has awarded 
a $1,000 scholarship to the winner 
of an essay contest sponsored by 
the Volkeswagen dealers of Massa- 
chusetts. Contest was conducted 
among juniors and seniors in sec- 
ondary schools and entries were 
based on the "Perspective on Great- 
ness" tv series. 

Financial report: Metromedia re- 
ported a record net income for the 
first 26 weeks of 1962, ending 1 July, 
totaling $1,021,655 or 60 cents per 
share, as against $446,587 or 26 cents 
for the same period one year ago. 
Gross revenue were $26,206,832 com- 
pared with $23,397,580 for the same 
period last year. 

Offbeat sale: A group of special 
local news and documentary feature 
programs on WDSU-TV, New Orleans 
to Ward Baking for Tip-Top Bread, 
via Grey. Tentative plans call for 
an average of one hour or half-hour 
program per month. 

Sports note: WCPO-TV, Cincinnati 
will carry four University of Cin- 
cinnati basketball games this sea- 
son, sponsored by The Fifth Third 
Union Trust Company. 

New offices: WJRT (TV), Flint has 
opened a new Detroit sales and 
sales service office in the Fisher 
Building and appointed Roger 0. 
Nelson sales representative. 

Wolfson to the board of directors of 
Television City Arizona ... Lee 
Browning, general manager of WFIE- 
TV, Evansville to general manager of 
WFRV-TV, Green Bay and Jack E. 



30 July 1962 

Douglas, general manager of WCSI, 
Columbus to general manager of 
WFIE-TV, effective 1 August . . . 
Thomas E. Even to program produc- 
tion manager for WSAV-TV, Savan- 
nah . . . George M. Mathews to ac- 
count executive at KBTV, Denver 
. . . Alvin L. Hollander, Jr. to pro- 
gram director of WCAU-TV, Phila- 
delphia . . . Morris W. Butler to spe- 
cial broadcast services director at 
WLWC, Columbus . . . Tom Reilly to 
account executive at WITI-TV, Mil- 

Radio Stations 

Radio has come up with an indus- 
try-wide parallel to the myriad 
awards, kudos, and honor institu- 
tions which prevade the tv scene. 

The event is the official opening 
of the Radio Hall of Fame under 
the aegis of the American College 
of Radio Arts Crafts and Sciences, 
a group of Chicago radio salesmen, 
reps, advertisers, agency media men 
and station people. 

The Hall of Fame will be a per- 
manent installation at the Conrad 
Hilton Hotel in Chicago, a tie-in 
with the annual NAB meeting there. 

The sponsoring group, inciden- 
tally, has all the earmarks of be- 
coming a national organization like 
the Tv Academy of Arts & Sciences. 

Such standouts of the radio medi- 
um as Jack Benny, Norman Corwin, 
Mrs. Marie deForest (on behalf of 
her late husband) and Don McNeill 
will be on hand to receive honors 
as first entries into the Hall of 
Fame. Others, from Marconi to 
Graham McNamee, have been 
marked for future honors. 

KNBC, San Francisco has completed 
a seven months experiment in the 
revival of traditional radio drama. 

The station reports tremendous 
listener approval of the nightly half- 
hour dramas initiated last December 
and, as a result of the response, 
olans to continue the program for 
tie next six months, at least. 
I Harry S. Goodman Productions of 
Mew York will provide three series 
o be spaced over the week. They 
ire "Radio Novels," an anthology 

of stories by well-known writers, 
"Thirty Minutes to Go," a suspense 
story, and "The Doctor's Story," 
about romance in a big city hispital. 


Ideas at work: 

• A complete stereophonic high 
fidelity system will be awarded to 
the winner of a WGMS, Washington 
contest for a design, drawing or 
photograph for use as the cover of 
the station's October program guide. 
Contest closes 5 September. 

• WCAU, Philadelphia received 
85,567 listener phone calls during 
the first half of the year on its 
Dinner Bell Service. Now in its third 
year, the service provides a different 
dinner menu each day for listeners 
who dial one of three phone num- 

• On the occasion of its 35th an- 
niversary, Storer has gathered to- 
gether a pictorial glimpse of some 
Storer people as they looked in "that 
truly fantastic year, 1927." 

Financial reports: Capital Cities 
Broadcasting's first half operating 
profit before depreciation rose 77% 
from $1.32 in 1961 to $2.33 in 1962 
on an